HomeMy WebLinkAboutThe Goderich Signal-Star, 1973-02-15, Page 12PAGE-12---GODERICH SIGNAL -STA t, THURSDAY, Elu1W to 15, 1973
(Continued from page 1) the share of the potential
of the report as presented to the sinners' expenditures on • r
Board: goods and services which
A shopping centre develop- attracted to existing tet
ment is, proposed by Suncoast and -translate these into r
Estates Limited for a 16.5 acre floor space requirements
site on the south side of type of goods; Evaluate
Goderich on the east side of findings of the trade area
Bayfield Road, Highway No. market analysis, in relatio
21. The proposed centre is to the initial size and floor s
contain a major food super- allocation in the contempt
market On „the northerly end centre and adjust as neces•ti
and a junior department store -During During 4 the period f
on the south. Both stores are to December 4-11, 1972, a su
he contained in a mall lupe of customer behavior was t•
structure which will aim;aim;eon- which in'YO ves three chain
tain an area of 20,000 s(I. ft. stores. The intent of this sit
which will accommodate 4 to ti was to provide a better
department -type stores, such as dication of a primary tr
con- dicates that a declining ratio of then applied throughout the
etail retail sales to disposable in- analysis, since ,.no foreseeable
are come. would be appropriate ., change in the percentage could
Ares beyond 1971. This reasoning ►
be anticipated.
etail recognizes that as individual
The 1974 chain food store
by, incomes increase, a decreasing floorspace requirement to
the percentage of this income is satisfy population and income
and spent on retail goods. increases will be between
pace County in 1966 are apportioned
n to Retail _ sales - for Huron 24,579 to :36,868 square feet of
ated t,ro5s leasable area (GLA).
in the following manner: Food. However, some 18,205 square
ary. 24.6%, Gen. Merchandise 8.6, feet) of chain foodstore floor; t
rein �" Automobiles 38.4, Apparel & space exists and when this is
rvev - Access. 6.6, Hardware Si, ,Home taken into consideration in the
aken. Furnishings 8.6,Others 1974 evaluation, an additional
food 1:1.'2 The location of Goderich need of 18,66:3 square feet oc-
rvev . to "cottage and recreation curs, - c
in- development along Lake Huron Examining the proposed
r, cle' implies that„a certain percen- shopping centre it has been in- (
clothing, shoes, drugs, etc. Bet- area 1E IA)'and what percen- tage of the retail trade
'.,-.w. centre. cage of the food ,titt,rE� hu4i.n �,s . ,.._. cheated that the
ween the shopping
.... u cginatos.-..fronv&tourisr --The- ' e5 ..., 'p ,�_
' rurtu�e� "�rrd' t+yfi Roach . onginatecl'i'rotn th°is areal• � ' i c phased out when 1,
Provincial' Department of In- the new store is made s
The survey was composed of dustry and Tourism estimates operational. On this Premjse, I
such questions as, where the that 5' per cent of the 'retail
the analysis can justify ap- c
consumer lived (i.e, Goderich, trade is attributable to the proximately '! c of the .proposed d
Goderich Township, Colborne tourist population. In addition,
Township, Clinton), how they a check with ' a Goderichh food ethe store and still main- b
got tothe More (i.e. car or ,grocery tain the 165.00 dollar per I
y store on the seasonal square " foot level throughout t
walk) and how much of their sales variations, also revealed
per cent the' c°soppi n assuming that
shopping was'done in Goderich that ,approximately 5hG
1" 50%75`''< , 85`: or lO(l`� ►. the shopping - centre is G
of the yearly store sales came operational by late 1974 and 9
It was interesting to Uote . from the tourists, although this that the existing A & P store:
that approximately 80%, of the was concentrated over the sum- does not remain in service. If
, customers interviewed were mer three.month period. - • G
the development is not com-
residents of Goderich, Goderich This figure may vary depen- r
Township and Colborne Town- pleted by that time then �a
ding on the particular store larger floor area can be s!
ship. This area was subsequen- type in Goderich or even depen- justified. c'c
tIv designated as the ding on the weather (i.e. good [,
PRIMARY TRADE AREA" weather may result in higher, Total food chain store sales
c ^ t(
(PTA).in 1,)
The sw
survey results also summer sales). The analysis were :3,51)0,000. dollars. (;
indicate or, explain .where the used the 5 per cent ,_.I The 1981 total food chain store
areas ttnd a 0.5 per cent per an-
num increase for rural areas.
Examining the_tu.ta'l Depart.
rnent Store Type Merchan-
dising sales using the same
criteria as applied in
establishing the food chain
store sales, the 1971 total sales
equalled 8,069,274 dollars and
the project,g.d 1981 total sales
16,01.9,7:36 dollars.
In 1966 theJGoderich .DSTM
sales represented :31.1 per cent
of the potential DS'I',4 sales in
the total trade area. However,
n• 1976 the percentage' figure
was arbitrarily increased to
10.0. per cent to reflect the
greater shopping attractiveness
,f Goderich when 'the shopping
'entre becomes operational. '
large parking area tor•'son►e 7:12
cars is, proposed
The area in which the
deve1opnrent t proposed is
currently considered . as in-
dustrial in "both the 'Tow'n's Of-
- ficial Plan _ an1 the Zoning
-7-Bylaw As a consequencte,
amendments will be required to
both documents and it is this
requiretrient which has
precipitated a study of the food
and department store retail,
sales' for Goderich and surnain-
ding areas of Huron County.
The retail study ha,
proceeded with the recognition
and su , >ort of the Coe
! ! County
Planning- Board and staff and'
also the Town Planning Board.
It is intended tc, provide -an im-
partial appraisal of the retail
sales patterns of the Goderich
area and to assess whether or
not the shopping centre can be
justified. At study conclusion
the -"results are to be..presented
to the Town Planning -Board
and Council with a view to
assisting in t he review of the
proposed. shopping centre and
the subsequent Plan and Bylaw
:amendments.
• At the outset of this study
during a meeting with Mr. A..1.
Alexander, the question of the
analytical technique was
discussed and" the conclusion
reacted that the trade area
analysis employed in the firm's
earlier studies offered the'most
suitable approach. The trade
area analysis is a step-by-step
approach summarized by Mr.
R.W. McCabe in his
publication,' "Shopping Centre
Discussions, Evaluation
Guides''. The 'McCabe , study
was prepared fl)r the 'then nR,
population for- the correspon- Goderich food stores accounted
Provincial Department (if ding -vear. The latest income for 92.3 per cent of the poten-
Municipal Affairs in 1971, and figures available for the tial P.rimary.Trade Area food
has been widely recognized •as analysis were reported in 1970. sales. The results of the food
t ,'
The application of the per-
•entages to the potential DSTM
t dal; -_track.. _drew
ives the Goderich DSTM
ales. For example, the , 1974
)STM sales will be in the or -
ler of 8,700,000 dollars. In ad-
ition, a 5 per cent increase has
eon applied,,.j,o the ,Goderich
)STM sales to account for
ourist spending:The resultant
ti a total DSTM sales» for
oderich of approximately,
,100,000 dollars _1974.
One of the concerns of the
oderich area should be the
etail dollar currently being
)ent by Local residerits in such
,mmu.nities as Stratford and
ondon. By comparison of the
DSTM salesgained
h
y
oderich to the potential
STM sales for the total trade
sea in 1971, ,$15,600,000. are
timated, to he spent outside
oderich. Of this, ap-
ether 2U' of' the consumers value to ~ales would be 5,575,400 t
reflect the tourist spending and, a
originated from (i.e. Hallett although it is recognized that dollars based on a 1 per cent es
Township, lilvth, Luck now, this percentage ..,.,.t-+ r� :n per annum increase for urban
etc.; ), and provided reasoning error no
substantive survey .is
for the delineation of the available to prove or disprove
SECONDARY TRADE AREA.. the percentage used. -
T�1.) The nezt step in the food
The projection of population analysis was to calculate a per
levels beyond 1971 was based .capita 'food sales figure.. The
on a 1 per annum increase food sales as a percentage of
for urban areas. (towns `and total retail sales for Goderich
villages) -and a 0.5% per an- (Ur -ban) of 22.5 and for Huron
num increase for rural areae, County (rural) 24.6 were ap-
ttc►w•nshipsl• `,plied to the respective per
Automobile sales and service, Capita .retail sales figures to
gasoline "sales, retail lumber, produce per capita 'food. sales.
yards etc. are not normally These, values are based upon
found in shopping centres and analyse: of County sales repor-
were therefore excluded from ting and are similar to 1966
the food and department store figures for\Stratford, (22.5%
type analysis. Woodstock \, (24.0% ) and
For „ the Goderich analysis, 'Tillsonburg (24.5% ).
the per capita incomes were To determine the proportion
based on distributing of the potential PTA food sales
disposable income (total in- spent in Goderich food" stores
come reported Tess tax paid) as requires, comparison with
reported in Taxation Statistics reported county sales., On the
Department of National - basis of 1966 Dominion Bureau
Revenue, to' the .Census of Statistics reporti
he most suitable logic type store survey -vindicate that: a
approach for urban areas such In 1961 a peculiar situation p-. 4
wars evident in Huron County •proximately 80.0 per cent of the
as Goderich. The approach was food stores business originates
modified yerY slightly to suit with a percentage figure of 1;
this study and a . ummary of 1056 which indicates that from the PTA and,this estimate
the technique follows." more retail sales were reported is subsequently used for the
than income available. By years 1971 to 1981.
Establish a tentative trade ` The food chain store sales as
area: Determine the size and 1966, the percentage had
nature of the existing centres; decreased substantially to 94.2 a percentage of total food sales.
Estimate the total `�,citential_ percent. The 'analysis -assumed are calculated using the total
�urehasin T a correspon, percentage food chain sales for 1971, sub-
! t, power of the tracting the 5 percent
residence; in the PRIMARY decrease of 11.4percent to have P cent tourist
w dollar influx, 'and -'then, tom
and SECONDARY. .Trade occurred between 1956" and .
Areas; Ana lyse . the proposed- -
competing centre in -the (rade
area: Survey consumer habits
in the Trade Areas;°' Estimate
proximately - $7,600,000 are
being ' spent in communities
stich as Clinton, Seaford* and
Blyth but the remaining
$8,000,)0 is probably drifting
to Stratford and London and.
also to mail order centres
which . report sales as of
Toronto.
Assuming that the • DSTM
retail centres are operating at
the higher $70.00 per square
foot level, then only 12,107 ad-
ditional square feet . can be
justified by 1974. However, by
1976 on the $70.00 per square
foot figure on the DSTM sales,
almost the entire' 'proposed
floor space can. be justified -
while still maintaining a X
favourable sales picture,- for
existing retail operations.'
In conclusion, if the proposed
4ton ing -centre - ii .oyer .jona.Lw,
by "late 1974, -we estimate 2
years of competition to existing
stores. This will result in
sorr`rewhat- lower sales 'figures
for existing establishments but
the sales level should . still
remain at a healthy level
assuming the stores remain as
competitive as they are today.
By 1976, it. is anticipated that
the existing DS`I'M establish-
- naent,Sv will recover their
_original sales volume and
thereafter more favourable
sales per square foot "would oc-
cur.
Further it is our opinion the
impact of' the proposed food
store will be minimal as a con-
sequence of the favourttle
sales level presently enjoyed by '
the existing chain stores.
However, the. impact on the
existing businesses could be ac-
centuated if they are unable to
compete successfully with the
large chain store on service and
marketing. Other factors such
as the location of the store. in
relation to ,the majority of the
population and' behavioural
considerations will also have a
bearing.
The impact of the shopping,
centre would, decrease the
'average sales levels presently
being enjoyed by eNisting stores
by approximately 10 per cent
over a two-year period. Impact
wilt obviously be
those stores directiY'
with the stores withia
ping. centre and who
make sane adjust
retailing methods to
this possibility. Howe.
shopping centre hay
of increasing the
'share of the DST'M cal
total trade area to a,,
per cent, which is
possible, then the im,
he somewhat less,
, YEI
LECTO
'.[.'
DOMINION HARDWARE
GODERICH 30 VICTORIA ST. NORTH 524
1971, although figures are not - paring • the., food. chain----store--
yet
hain-Store--vet published to substantiate sales (1.971) to the Goderich
this assumption. Examination fnod sales (1971). The resultant
of early research studies in- was 76.6 per cent which was
HEINZ
15 FL. OZ.
DILL PICKLE SLICES 1V$ 1 o0
LIBBYS DEEP BROWN 19 p
BEANSWITHPORK3$ 1 00
HEINZ 13 FL. OZ.
TOMATO KETCHUP 3 $ 100
PURITAN
STEWS
SH 1 RRIFFS
L )7 2'.$ 1 0°
SUNDAE TOPPINGS aoss1 °O
SANIFLUSH 01 21°°
ROBERTSON'S SMALL 10 FL. OZ.
BABY CARROTS 00
DELSEY ROLLS
BATHROOM TISSUE o 1
O0
KiiiTFTEE TOFFEE
PKG.
3 100
CARNATION
CAN
HEINZ SLICES 32 OZ. CARNATION INSTANT
DILL :PICKLES ,z OZ.39c. Hot 'Chocolate 69
KRAFT CRACKER BARREL
MILD
CHEES.E
=
KRAFT 16 OZ.. PKG.
Cheese.Slices 89
;ou evE
ars
Pia
ay be s
about,
n in tl
(Ontal
•r to vi
enton 1
;nd Ni
ging in ti
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:long a
miles
they
rabbit,
topped
n they
toffy a
talons.
dthe t
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d Mr.
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from
safety
d
thr(
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ight a
game
'en sucl
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abbit
own
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ned it
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fled T
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CARNATION -
FLAKED TUN 61/2 OZ.
. 49
WESTON
1 LB
. PKG.HEINZ 10 FL. OZ.
SOUPO0tODASo
9 HEINZ RED 14 FL. OZ.'
48.9c KRAFT
KIDNEY BEANSMIRACE WHIP f, 9
SUN UP PKG O'F 5
._
JELLO PKG
Orange: CrystalsPUDDINGS5 �_ _-MINE-=-
SUNBURY 1OOs
.TEA BAGS 6,9c
16 FL. OZ SMEDLEY S ty
MILK 5$100 POTATOES
PEAS
NABISCO 15 OZ. Shredded
39c.
SQUIRREL
Peanut,Butteriz..$ 1 '
el GEND
PRIMARY TRADE AREA
SECONDARY TRADE AREA
- ALCAN
FOIL WRAP
2F
0
R
9
BLUE BONNET
3 LB. PKG
TREESWEET 48 FL. OZ.
GRAPEFRUIT JUICE
5 5c
DUNCAN HINES
Cake Mixes 19 OZ. 289c
.
MAXWELL HOUSE
T COFFEE
w w
CANADA NO. 1 GRADE 50 LB.. BAG
PEI
POTATOES $3.99
CHiOUITA
BANANAS
FLORIDA LARGE 5 LB. BAG
JUICE ORANGES
69c
CANADA EXTRA. FANCY
LC* SPARTAN
APPLES
10 OZ
$1.78
FROZEN FOODS
MEAT SAVINGS
UTILITY GRADE FROZEN 5 TO 6 [.8 AVG
ROASTING (HICKEN LB 55c
BURNS NO t SUNSET VP
WIENERS I g 6 9ci BAcoNLH 8 9c
HAND CUT EUROPEAN
Polish SWEET PICKt. FD
Sausagecottage
IRollI 13 89c
FRESH CHICKEN
LEGS
ANC')
BREAST 79c
4 -
TOWN OF GOOERICH
'TRADE AREA MAP
Fla. _
OPEN NITELY
TILL 10 P.M.
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