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<br />· Recommend an optimum square footage for various uses within the Study Areas. <br /> <br />· Recommend adjustments to existing site plans produced in previous studies in order <br />to increase or decrease the supportable square footage of residential, office, retail, <br />restaurant and entertainment space. <br /> <br />· Distribute the recommended total square footage over various categories (Le. <br />condos, apartments, apparel, restaurants, entertainment) and by location <br />(downtown, Redwood Creek and Bayfront). <br /> <br />2.3 Obtainable Revenue <br /> <br />Estimate the rent per square foot or sales per square foot, which can be supported by <br />proposed developments within the Study Areas. <br /> <br />· Estimate apartment rents or the sales per square foot for residential developments <br />within the Study Areas. <br /> <br />· Estimate office rents which may be realized in new developments proposed for the <br />Study Areas. <br /> <br />· Estimate the obtainable retail rent on a space-by-space basis for the Study Areas. <br />Such estimation will account for the size of the space, location and the ability of use <br />types to pay rent based on gross margins and industry rent to sales ratios. <br /> <br />2.4 Competitive Analysis <br /> <br />Analyze the competitive environment of the Study Areas and downtown Redwood City <br />in order to support the Study Areas' capture of market share, sales and rents. <br /> <br />· Estimate sales, rents, and market share of existing uses within the Study Areas. <br /> <br />2.5 Culture, Consumer Lifestyle and buying characteristics <br />Conduct an analysis of the existing Redwood lifestyles and buying characteristics as <br />follows: <br /> <br />· Research the needs and wants of the marketplace. <br /> <br />· Determine the lifestyle and lifestage make-up of the consumer most likely to live, <br />work, shop, and visit Redwood Creek, and Redwood Bayfront. <br /> <br />· Define various consumer clusters which may patronize the Study Areas in terms of <br />their existing life styles and buying characteristics. <br /> <br />· Define consumer needs which are not being met in the existing market. <br /> <br />Agreement over $1 OK <br />City Attorney Approved Version 012710 <br /> <br />13 <br /> <br />f <br />