Demographics: Loveland, Colorado
Up and Coming Families
Up and Coming Families represents the second highest growth market and the youngest of the affluent family markets. These days, residents are more Generation Xers than baby boomers. Despite the cohort turnover, the profile for Up and Coming Families neighborhoods remains young affluent families with young children. Their homes are new, with a median value of $169,000. Because family and home priorities dictate the consumer purchases of Up and Coming Families residents, they frequently shop for baby and children’s products and home and garden improvement equipment. When they can squeeze leisure time into their busy lives, they visit the zoo, attend ball games, and take adult education classes.
Suburban Splendor
These successful suburbanites are the epitome of upward mobility, just a couple of rungs below the top and situated recently in growing neighborhoods of affluent homes with a median home value of more than $377,000. Most are two-income families with children. The household population is younger (median age of 40 years) well educated and well employed. Suburban Splendor homes feature the latest amenities and home design. Residents are more likely to hire home services than undertake do-it-yourself projects. They place importance on family time and travel. They purchase time-saving gadgets and equipment. They are proactive in financial planning, actively investing and owning life insurance policies.
Main Street, USA
Main Street USA residents profile the American population. They are families with a growing mix of single households (household size of 2.51), have a median age of 36 years, have a comfortable middle income with a median of $50,000, and are homeowners (64 percent) living in older single-family homes with a market value of $165,000. They are suburbanites who live in smaller metropolitan U.S. cities. Active members of the community, Main Street USA residents participate in fund-raising and volunteer programs. They enjoy taking day trips to the beach, visiting a theme park or the zoo, or occasionally taking a domestic vacation. They invest in tools bought at Home Depot or Lowe’s to complete small home improvement and remodeling projects. They rely on the Yellow Pages over the Internet for information about restaurants, stores, and contractors.
Sophisticated Squires
Sophisticated Squires residents enjoy cultured country living in newer home developments with low density and a median value of more than $214,000. These urban escapees are primarily families with children. They are college-educated, professionally employed and have elected to commute to maintain their semirural lifestyle. From buying golfing equipment to attending golf tournaments, golf is a key part of their lives. Cargo space for golf and do-it-yourself projects determines their preference for SUVs and minivans. With the right tools, they are not afraid to tackle home and garden improvement projects.