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Chapter Three

116

needs and priorities assessment

One shortcoming of a demographic analysis is the

compartmentalization of information about people. In

truth, it is the combination of many characteristics that

drive a person’s behaviors and preferences. Environmental

Systems Research Institute (Esri) is the leading worldwide

supplier of Geographic Information System (GIS) software

and services to most federal, state, local and non-profit

agencies aswell as all 50U.S. StateHealthandTransportation

Departments. One of the company’s major innovations is

the aggregationof demographic data into composite lifestyle

groups called “Tapestry segments.” Tapestry segments

represent a compilation of different socioeconomic data

into cohesive lifestyle profiles. Although there are 66

lifestyle profiles, these are organized into 12 broad lifestyle

segments abbreviated as L1 through L12. Generally, a lower

L-number equals a higher economic impact.

Two levels of analysis were completed using Esri’s Tapestry

data to better understand the Department’s customer

profiles. One analysis captures the City of Raleigh’s

Extraterritorial Jurisdiction (ETJ). This calculates to an area

of approximately 181 square miles in size. A second analysis

was completed that captures a larger area based on a five-

mile buffer from the City’s ETJ. This area is approximately

619 square miles in size. This larger analysis area begins

to capture the Department’s customers from neighboring

areas whomay still use facilities and participate in programs

at City parks.

Map E

illustrates the locations of different lifestyle

segments in Raleigh. In general, the closer to Downtown

Raleigh, themoremixed the lifestyles are,withadominance

of prosperous and middle-class urban dwellers (L2, L3,

and L4 Segments). North of the urban core, lifestyle

segments become suburban (L1 and L2); a dominance

of the “College Town” profile exists in the southwest area

of the city (27606 zip code). In the ex-urban area of the

southwest, there is a large group of “High Society” and

“Upscale Avenues” lifestyle segments.

The City’s ETJ:

Within the city’s core neighborhoods, there is one

dominant lifestyle group, and a number of other prevalent

groups. About one out of every five households in Raleigh

can be classified as “Enterprising Professionals;” about

one in eight are “Up and Coming Families,” and small

percentages are “In-Style,” “Boomburbs,” and “Aspiring

Young Families.”

Table 69

lists the top 10 lifestyle segments

in the city’s ETJ, and compares their proportions to the

United States as a whole.

Table 69.

Most Common Lifestyle Segments in the City’s ETJ

Lifestyle Segment

% of pop.

in ETJ

% of pop.

in U.S.

L2. Enterprising Professionals

18.0% 1.9%

L9. Up and Coming Families

11.9% 4.1%

L2. In-Style

6.4% 2.3%

L1. Boomburbs

6.3% 2.4%

L7. Aspiring Young Families

5.6% 2.3%

L4. Young and Restless

5.6% 1.5%

L6. College Towns

5.3% 0.9%

L3. Metropolitans

5.0% 1.4%

L4. Metro Renters

4.5% 1.6%

L1. Industrious Urban Fringe

2.8% 1.7%

Total

71.4% 20.1%

Source: Esri; Date: April 2013

“Enterprising Professionals,” at 18%, are by far the most

common of the Lifestyle Profiles; the full lifestyle profile

follows. Both Enterprising Professionals and “In Style” (the

third largest) segments are part of the “Upscale Avenues”

lifestyle group, which are characterized as highly-

educated, relatively affluent, and display “prosperous

domesticity.”

7

This indicates that they are households that

are well-established and tend to invest in their homes.

The next three largest groups; “Up and Coming Families”

Section 3.5

|

High-Level Lifestyle

Analysis

3.5 Methodology

3.5.1 Lifestyle Analysis