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Chapter Three

118

needs and priorities assessment

“Aspiring Young Families;” and “Young and Restless” are

younger populations, and in some cases are likely the

households that will become “Enterprising Professionals”

and “In Style” in 10 to 20 years.

Lifestyle Profile: Enterprising Professionals

At approximately 20 percent of Raleigh’s population,

the “Enterprising Professionals” merit a closer look. The

following profile is taken directly from Esri’s Tapestry

Segmentation Reference Guide.

Demographic

Young, educated, single, married, working professionals,

residents of “Enterprising Professionals” neighborhoods

have a median age of 32.8 years. Forty-three percent of the

households are singles who live alone or share housing with

roommates, and 43% are married couple families. With an

annual household growth of 1.95% per year since 2000, the

households in this segment comprise approximately 2%

of total U.S. households. The diversity of the population is

similar to that of the United States. Most of the residents are

white; however, 12.4% are Asian.

Socioeconomic

Median household income for the “Enterprising

Professionals” profile is $63,837. Ninety percent of these

households earn income from wages and salaries; 39%

receive income from investments.This is an educated group:

approximately half of the population aged 25 years and

older hold a bachelor’s or graduate degree; more than three

in four have attended college. These working professionals

are employed in various jobs, especially in management,

finance, computer, sales, and office/administrative support.

Residential

“Enterprising Professionals” residents move frequently

to find growth opportunities and better jobs, especially

in cities such as Chicago, Atlanta, and Seattle. Forty-six

percent of the households are located in the South, 29%

are in the West, and 20% are in the Midwest. They prefer to

own instead of rent in newer neighborhoods of townhouses

or apartments. For those who rent, the average gross rent is

36% higher than the U.S. average.

Preferences

They are young and mobile with growing consumer clout.

Those who rent hold renter’s insurance policies. They rely

on cell phones and email to stay in touch. They go online

to download videos and music, track their investments,

and shop for items, including personal computers and

software. They own laptops, video game systems, and

digital camcorders. They love to travel abroad and often

in the United States. They play video games, visit theme

parks, jog, and swim. They read computer, science, and

technology magazines and listen to alternative, public-all-

talk, and sports radio. They eat out at higher-end chain

restaurants. They shop for groceries at stores such as

Harris Teeter and Whole Foods.

Five-Mile Buffer Analysis:

The City of Raleigh is a growing municipality, primarily

in terms of population and less so inland. By analyzing a

City’s ETJ with a five-mile buffer, the analysis can capture

an area of adjoining jurisdictions that influence fringe

areas of the city. In many ways, this buffer is an indication

of the populations Raleigh is currently serving and will

likely continue to serve in the future for some services.

Table 70

contains the top 10 most common lifestyle

profiles in the five-mile buffer.

Table 70.

Most Common Lifestyle Segments in the Five-

Mile Buffer (

Source: Esri; Date: April, 2013)

Lifestyle Segment

% of pop.

in Buffer

% of pop.

in U.S.

L2. Enterprising Professionals

15.2% 1.9%

L9. Up and Coming Families

13.7% 4.1%

L1. Boomburbs

9.9% 2.4%

L2. In-Style

6.9% 2.3%

L7. Aspiring Young Families

5.7% 2.3%

L1. Suburban Splendor

5.2% 1.7%

L4. Young and Restless

4.5% 1.5%

L3. Metropolitans

3.3% 1.4%

L6. College Towns

3.0% 0.9%

L12. Midland Crowd

2.5% 3.2%

Total

69.9% 21.7%