City Creek and Park City Outlets
City Creek Center's shoppers earn from $75,000 to over $100,000. Likewise, Outlets Park City shoppers have an average income of $95,874. Creek City Center has 113 stores, while Outlets Park City has 60 brand stores. Included in the next sections are detailed analyses of both centers.
I. Target Audiences of Each Shopping Center
City Creek Center
- Located in Salt Lake City, Utah, City Creek Center has a gross leasable area of 622,000 square feet and a gross mall tenant space of 341,000 square feet. The center is a renowned fashion and lifestyle destination with an award-winning retractable glass roof, the pinnacle of its architectural design.
- City Creek Center's trade area demographics indicate that it has a daytime population of 822,252 and a total population of 1,566,530. Equally, it has an estimated 524,290 households, of which, 252,307 households earn an income from $75,000 — $99,000, while 174,125 households earn over $100,000.
- The median age of the target audience of City Creek Center ranges from 24 - 35 years. Specifically, most businesses at the center target millennials because they are more likely to engage with activity-driven businesses. The center also draws shoppers from within and outside the state.
- Reports show that its shoppers come from as far as Idaho and Wyoming. It is also estimated that about 40% of the money spent at City Creek Center comes from outside the state, i.e., out-of-state shoppers who include convention delegates, national park visitors, and skiers.
- The center houses many fashion brands, including H&M, Louis Vuitton, Michael Kors, etc., which is a clear indicator that the center also targets fashion enthusiasts. It also runs all-year events, such as, "Help Us Feed the Fish," which attracts people of all ages.
- Another event, "Brush Lettering," welcomed attendees of all skill levels; therefore, the center attracts all kinds of people, depending on the activity they are after at the center.
Outlets Park City
- Outlets Park City shoppers are predominantly females, with a score of 61% versus a portfolio benchmark of 75%. The average age of these shoppers is 42, while the median age is 30.5. The shoppers have an average household income of $95,874.
- 64% of the shoppers are Caucasians, 17% Asians, 10% Hispanic, and 1% African Americans. Additionally, 72% of the shoppers are married, 60% are residents, and 22% are tourists.
- Outlets Park City targets different audiences based on their diverse offerings. It generally attracts both adults and kids, specifically families, because it provides family-friendly restrooms with diaper changing amenities and children play areas.
- The city provides bike racks for cycling enthusiasts and rents electric bikes for individuals wishing to explore its nearby trails, discover the city, or visit a nearby eatery. Outlets Park City provides group tours via bus to move shoppers to various destinations in the city.
- Outlets Park City offers complimentary electric vehicle (EV) charging stations; therefore, it also targets an audience that owns EV cars. According to a CNBC report says that 70% of EV car owners have an income of around $100,000. The city also targets military veterans. It has a 'Veterans Parking,' which is reserved for military veterans.
- The city is home to iconic fashion brands like Abercrombie & Fitch, Adidas, Famous Footwear, GAP, etc., suggesting that it is a fashion destination, too. It also features a range of cosmetics brands such as bare + BEAUTY, Bath and Body Works, Sunglass Hut, and The Cosmetics Company Store, which suggest it targets beauty products shoppers.
- Outlets Park City also targets savvy consumers who are digitally connected. It has a VIP Loyalty Club where the members receive email updates about sales, special events, etc. Likewise, VIP Loyalty members get instant access to the city's coupons to help them save.
- The Outlets sell snow skis and snowboards, which shows they target skiing audiences.
II. Competitive Landscape: City Creek Center and Outlets Park City
City Creek Center
- Founding date: March 22, 2012.
- The number of stores: 113 stores.
- Overall revenue: The center makes approximately $250 million annually.
- Notable events: (1.) 2017 Free Family Thanksgiving: Ride the Downtown Jingle Bus — the bus transported people to Temple Square in City Creek Center. (2.) The grand opening of 'Stance X Donovan Mitchell' store in 2019.
- Controversies: A non-profit affiliated with Church of Jesus Christ of Latter-day Saints, which owns City Creek Center claims tithe money might have been used to construct the City Creek Center.
Outlets Park City
- Founding date: Outlets Park City has numerous stores with different founding dates; for instance, the Park City Columbia Factory Store located at Outlets Park City was started in 2008.
- The number of stores: 60 brand stores.
- Notable events: (1.) In July 2019, Outlets Park City hosted the "Back to School Bash & Food Truck Festival." (2) In November 2019, Outlets Park City hosted the grand opening of "Sun & Ski Sports Grand Opening."
- Any Controversies:
To identify the target audience of City Creek Center and Outlets Park City in Utah, your research team started by searching for pre-compiled shopper demographic profile articles for both cities. We searched for the information through the city's annual reports, along with consumer surveys and shopping reports. Equally, we checked the types of brands and stores each center houses to identify the likely audience they target with those products and brands. Using this approach, we managed to uncover comprehensive details regarding the profiles of the target audiences at both the City Creek Center and Outlets Park City in Utah.
Next, to perform a competitive landscape analysis based on store count, annual revenue (as available), notable events, and any controversies surrounding the centers, we primarily relied on information provided by the centers before using secondary data. In this regard, we counted the number of stores as presented on each center's website. For information regarding past events, we used both website data and social media information as posted by the respective centers. Notable events we defined as those that had the greatest impact or presented a big value. For example, back to school events for kids and the opening of a new store.
Information regarding revenue was unavailable for City Park Outlets. Extensive searches across the website, the city's annual reports, and news and business reports did not disclose any revenue figures for the center. We suspect that since the center is privately run, private details such as revenue could be concealed from the public. However, the revenue figure for City Creek Center came from a 2015 report, which was the only recent report with revenue estimates for the center. We also did not find any information about the founding date of Outlets Park City. We suspect that since it is an amalgam of several stores and buildings, each could have had a different founding date, which makes it harder to estimate when the center started.
Overall, the details presented above include overviews of the shopper profiles of Creek City Center and Outlets Park City in Utah, along with a brief competitive analysis of both centers based on the number of stores, notable events, annual revenues, and any controversies.