5.6. SR 01-22-2002Item 5.6.
MEMORANDUM
TO:
FROM:
Mayor and City Council
Pat Klaers, City Administra~t~~~-~.~~
Dave Potvin, Liquor Store r~anager
DATE:
January 22, 2002
SUBJECT: Consider Proposals for Liquor Store Market Study
As discussed during the review and consideration of the 2002 municipal liquor store budget,
the city is nearing the time when it can afford a Westbound liquor store. Funds for a market
study are included in the 2002 liquor store budget. This study will provide information
regarding if the time is right to pursue a second liquor store. The city has received three
proposals for a market study. These proposals are from Dakota Worldwide, Maxfield
Research Inc., and McComb Group Limited. All three firms are experienced in the market
analysis field and have done reports for communities regarding the liquor industry. These
proposals are attached for your review.
The McComb proposal was eliminated from consideration due to its price and the Maxfield
Research Inc. and Dakota Worldwide proposals remain under consideration. A call was
made to each of these firms regarding the cost for a Council presentation. Each firm
established a set price for this presentation rather than the open-ended dollar per hour
amount in their proposal. The Dakota Worldwide price was set at $250 and the Maxfield
Research Inc. price set at $200. This puts the total cost at $6,350 for the Dakota Worldwide
proposal and at $7000 for the Maxfield Research Inc. proposal.
The city has experience with the Maxfield Research Inc. firm, as they have recently
completed the market analysis for the Central Business District. This study was impressive
and accurate (from my point of view). Additionally, the Maxfield Research Inc. firm
completed a liquor store market study for Anoka. However, overall the Dakota Worldwide
price is lower than the Maxfield Research Inc. price and they are very capable of doing our
liquor store study.
Staff is comfortable with either firm but is leaning toward the price of the study as being the
deciding factor.
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Presented to the
City of Elk River
Elk River, Minnesota
December 2001
a Market
A Proposal to Conduct
for a New Liquor Store
in Elk River, Minnesota
eld
Research Inc.
615 First Avenue NE
Suite 400
Minneapolis, MN 55413
612.338.0012
field
Research Inc.
December 11, 2001
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Mr. Dav'e Potvin, Manager
Northbound Liquor
19348 Evans Street
Elk River, MN 55330
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Dear Mr. Potvin:
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Thank you for requesting that Max field Research Inc. submit a proposal to conduct a market
analysis to determine the potential demand for an additional municipal liquor store in Elk River,
Minnesota. The enclosed proposal expands on our initial correspondence sent to you in February
2001.
As we understand, the City is now ready to proceed with an analysis for a second liquor store
within the City and would like a third party assessment of a proposed site(s) and competitive
market factors that may influence demand.
As mentioned previously, Maxfield Research Inc. has conducted these analyses before. Our
proposed work program includes:
· an evaluation of the proposed site and its appropriateness for a liquor store operation;
· an evaluation of site characteristics including travel patterns, traffic counts, proposed
highway improvements, changes, etc. that will have an impact on potential revenues and the
ability to increase market share;
· identification of a draw area appropriate for the targeted site;
· a review of competitive facilities within the identified draw area including information on
size of facility, revenues per square foot, market positioning and pricing, selection, etc.;
· a review of growth trends (households and employment) in the immediate area and the
impact of growth and development on the potential demand for a liquor store;
· an analysis of the potential impact on a new facility from the implementation of legislation to
allow the sale of some alcoholic beverages in grocery/convenience store outlets;
· calculation of potential demand for a liquor store within the identified draw area and the
square footage supportable given competition and other key factors.
If desired, we can evaluate more than one potential location and assess the best location for the
new facility. We have provided for this option within our work program.
612.338.0012 (fax) 612.904.7979
615 First Avenue NE, Suite 400, Minneapolis, MN 55413
City of Elk River
Attn: Mr. Dave Potvin/Northbound Liquor
December 11, 2001
Page 2
We propose to complete this assignment for $6,800.00, including all out-of-pocket expenses for
postage, printing, photocopying and outside data purchases, mileage (consumer expenditures and
retail sales) and five copies of the final report.
A list of previous studies and references is included with this proposal.
Mr. Jay Thompson would be the Senior Research Analyst assigned to this study, if we are
selected. Mr. Thompson was the principal analyst on a study completed for Downtown Elk River
and also for the St. Francis Liquor Store analysis. Mary Bujold, President, would oversee all
work for this assignment.
Depending on our current work schedule, we anticipate being able to deliver a draft copy of the
research findings within 30 days of receiving authorization to proceed with the analysis.
We would be delighted to assist the City of Elk River with this project. Please let me know if I
may answer any questions for you or can provide you with additional information.
Sincerely,
MAXFIELD RESEARCH INC.
Mary C. Bujold
President - Director of Research
Enclosures
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field
Research Inc.
December 11, 2001
City of Elk River
C/o Mr. Dave Potvin, Manager
Northbound Liquor
19348 Evans Street
Elk River, MN 55330
CONTRACT FOR PROFESSIONAL SERVICES
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Maxfield Research Inc. proposes to provide research and consulting services to determine the
market potential to operate a second municipal liquor store in the Elk River area. Specifically,
this proposal outlines a work program to analyze additional revenues that could be captured
through the development of a second liquor store location. Max field Research will review
growth trends in the market area and the potential impact of demographic and employment
growth trends on the ability to support an additional facility (market potential) and to capture
sufficient market share to support a second store location.
SCOPE OF SERVICES
A. Site Evaluation
1. Field visit
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to the proposed location to examine and analyze adjacent and
surrounding land uses and their potential impact on a new liquor store.
Identify and analyze and pending changes to existing and surrounding land uses.
Assess parking and access to any facility on the site;
Analyze historic and projected (if available) traffic counts and customer travel
patterns;
Analyze any proposed roadway improvements or changes that may impact liquor
store operations on the site.
Assess the overall appropriateness of the site for a liquor store.
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Demographic Review
Identify a draw area appropriate for a new facility.
Provide information on household and employment growth trends in the draw
area.
Provide information on age distribution of head of householder and household
incomes.
Provide information on consumer expenditures for alcoholic beverages.
Provide information on retail sales for alcoholic beverages within the draw area.
612.338.0012 (fox) 612.904.7979
615 First Avenue NE, Suite 400, Minneapotis, MN 55413
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City of Elk River
Attn: Mr. Dave Potvin/Northbound Liquor
December 11, 2001
Page 2
Co
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Analyze the impact of growth trends and demographic characteristics on the
facility's ability to capture market share.
Competitive Market Review
1. Identify competitive liquor stores in the draw area and provide information on:
a. size of store
b. parking ratio
c. access
d. traffic counts
e. general inventory and market positioning
f. pricing in key categories
g. estimated sales per square foot
h. market share (based on estimated sales per square foot)
2. Identify any pending facilities in the draw area.
3. Assess the ability of a new liquor store location in Elk River to capture additional
market share from competitive facilities.
4. Identify any potential for cannabalization of sales from the existing liquor store.
5. Review and analyze proposed legislation regarding alcoholic beverage sales
through grocery/other outlets. Identify the types of facilities that may be
competitive to the traditional liquor store and the product types they would offer.
Assess the potential impact on the traditional liquor store and in what categories.
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Conclusions and Recommendations
1. Calculate market potential within the identified draw area.
2. Identify the amount of additional liquor store square footage supportable in the
draw area.
3. Identify the amount of additional market share capturable by a new municipal
liquor facility and translate to square footage of supportable space.
4. Analyze additional market share capturable both w/o grocery/other outlets and
With these outlets as competition in the market.
5. Provide recommendations on store layout, pricing, and market positioning for
both scenarios.
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Total Cost of Analysis:
$6:800,00
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I City of Elk River December 11,2001
[] Attn: Mr. Dave Potvin/Northbound Liquor Page 3
COST OF SERVICES
[] The above Scope of Services will be completed for Six Thousand Eight Hundred Dollars
($6,800.00), including all out-of-pocket expenses for mileage, postage, photocopying and
[] printing of reports and outside data purchases (consumer expenditures and retail sales) with
payment as follows: a)Two Thousand Five Hundred Dollars ($2,500.00) due upon execution of
[] this agreement; and b) the balance of the contract amount due in installments on a monthly basis
[] at Maxfield Research Inc,'s discretion. Any additional research or meeting requested by the
Client beyond that set forth in the accompanying Scope of Services will be billed at our normal
rates for stafftime which range from $65 to $150 per hour. The above costs do not include any
optional components which are outlined below.
[] WORK PRODUCT
[] Findings will be presented in a bound report format and will cover the market criteria necessary
[] to make decisions about proceeding with development plans for a new facility,
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[] COMPLETION TIME
[] The work outlined under the Scope of Services will be completed within thirty (30) days of the
receipt of the signed contract and initial payment, unless delayed by unexpected emergencies,
[] forces beyond the control of the parties, or by written agreement of the parties.
[] OPTIONAL EVALUATION OF SITES
[] MaXfield Research Inc. would evaluate potential additional sites for a new municipal liquor
store. We would evaluate the same characteristics as listed within the body of this proposal for
[] any potential site. A ranking of sites would be provided based on site attributes and a
recommendation would be made as to the site or sites most appropriate to capture optimal market
II share. The additional site evaluation would be factored into our analysis of market share
II capturable.
I Cost of Additional Site Evaluation: $500.00 (per site)
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City of Elk River December 11, 2001
I Attn: Mr. Dave Potvin/Northbound Liquor Page 4
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[] PAYMENT
All invoices are payable to Maxfield Research Inc. within fifteen (15) days of receipt of an
invoice showing the work completed and the direct costs for expenses. A finance Charge of one
[] and one-half percent (1.5%) per month will be added to the unpaid balance of each invoice not
paid within thirty (30) days.
[] DISCLAIMER
[] The objective of this research assignment is to gather and analyze as many market components
as is reasonable within the time limits and projected staff hours set forth in this agreement.
[] We assume no responsibility for matters legal in character. The property/land is assumed to be
[] free and clear of any indebtedness, liens or encumbrances; and good and marketable title and
competent management are assumed, unless otherwise stated.
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If building plans or site plans included in the report, they are to be considered only approximate
[] and are submitted to assist the reader in visualizing the property. We assume no responsibility
for the accuracy of any building or site plans.
[] Certain information and statistics contained in the report, which are the basis for conclusions
continued in the report, will be furnished by other independent sources. While we believe this
Il information is reliable, it has not been independently verified by us and we assume no
responsibility for its accuracy.
The conclusions in the report are based on our best judgments as market research consultants.
Maxfield Research Inc. disclaims any express or implied warranty of assurance of representation
Il that the projections or conclusions will be realized as stated. The result of the proposed project
may be achieved, but also may vary due to changing market conditions characteristic of the real
Il estate industry, changes in facts that were the basis of conclusions in this report, or other
unforeseen circumstances.
In the event payment is not received on a timely basis, Maxfield Research Inc. shall be entitled to
a lien against the subject property.
This agreement will be construed according to the laws of the State of Minnesota.
City of Elk River
Attn: Mr. Dave Potvin/Northbound Liquor
December 11,2001
Page 5
TERMINATION
This agreement may be terminated upon written notification of either party to the other. In the
event of termination, the Client will pay Maxfield Research Inc. for staff hours performed at the
firm's normal hourly rates, plus all expenses incurred through the date of termination.
If this proposal meets with your approval, please sign and return one copy to the offices of
Maxfield Research Inc.
Agreed to this day of__ 2001.
MAXFIELD RESEARCH 1NC.
CITY OF ELK RIVER
Mary C. Bujold
By:.
Its:
President - Director of Research
Please initial:
I authorize:
Market Analysis
,Opt. Site Evaluation
No. of Addtl. Sites
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SELECTED STUDIES FOR MUNICI?AL LIQUOR STORES
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A Market Assessment of the Potential to Expand the St. Francis Municipal Liquor Store, in St.
Francis, Minnesota
The City of St. Francis was considering an expansion of their existing municipal liquor store and
retained Max field Research Inc. to conduct an analysis of the potential to expand the liquor store
and to what size. The study included an evaluation of the facilities existing layout and store
condition, an evaluation of the store's current site based on existing conditions and proposed
future highway improvements, a analysis of growth trends and demographic characteristics
including consumer expenditures, analysis of retail sales of alcoholic beverages, an analysis of
competitive facilities, their market share, positioning, product mix, price points and customer
profile. Demand calculations were made based on projected growth, increased traffic, and the
potential share of sales capturable by an expanded facility.
Client: City of St. Francis
Contact: Mr. Steve Bjork, City Planner, (763) 753-2630
An Analysis of the Potential Demand for a Municipal Liquor Store, Anoka, Minnesota
The City of Anoka engaged Maxfield Research Inc. to examine the potential demand for a liquor
store in the City of Anoka, Minnesota. Population, household and employment growth trends
were examined in a draw area determined to be appropriate for a liquor store on an identified
site. In addition, we examined competition within the draw area, each store's size, market
positioning, customer profile, depth and breadth of product inventory, price points, etc. Demand
calculations were developed based on projected growth trends, the amount of retail dollars spent
on alcoholic beverages and the potential for the proposed facility to capture a portion of market
share.
Client: City of Anoka
Contact: Mr. Mark Nagel, City Manager
Mr. Bob Kirchner, Community Development Director, (763) 576-2700
REAL ESTATE RESEARCH AND FEASIBILITY STUDIES
M_AXFIELD RESEARCH INC.
Maxfield Research Inc. is a full service real estate research company that provides
the most comprehensive real estate market information available. We support the real
estate research needs of a range of clients including:
Real Estate Developers
Marketing and Management Companies
City and County 6ovemment Agencies
Local and Regional Housing Authorities
Finanda[ Institutions
Health Care Organizations
Investors and Lenders
Architects and Law Firms
Maxfietd Research Inc. provides services in the fo[towing areas:
Market Feasibility Studies for all types of development, especially multifamily
rentals, senior housing, and single-family homes. Market feasibility studies provide
our clients with the information they need to determine the likelihood of successful
implementation of the project they are evaluating.
Market Assessments which provide clients with relevant information to make site
se[ecl:ion decisions, gain additional knowledge about current and evolving markets, or
to reposition existing properties to take advantage of changing market or competitive
conditions.
Comprehensive Housing Studies help cities anticipate housing needs, direct
housing policies, and understand pressures in the housing market.
Commercial Analyses which determine the market potential for the development
of office space, retail space, banks, recreational fadtities, hospitality projects, and
industrial space.
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Land Use Planning that enables clients to redefine downtown areas, redeve[op
order neighborhoods, expkore the highest and best uses of [and and evaluate the capa-
biUties of diverse rand uses.
Consulting Services are customized to meet individual client needs, and may
include a variety of services tailored to the individual project.
Maxfie[d Research Inc. provides specific recommendations for development based on
extensive primary and secondary research conducted by a staff of highty qualified
research ~rofessionaLs.
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Ma xfield
Research Inc.
Many C. Bujo[d
President/Director of Research
Mary joined the firm in 1984
shortly after MaxfieLd Research was
established. Working initiaLLy with
muLtifamiky residential
deve[opments, Mary rapidly
expanded her expertise to include
financial institution studies and
retail analyses. She is considered a
market expert in the field of
residential real estate and in
market analysis for financial
institutions.
As Director of Research, she is responsible for overseeing and directing alt research
projects for the firm. [n addition, she also heads project assignments for Large-scaLe
Land use and downtown redevelopment studies for private developers and
municipalities in the Twin Cities and in the Upper Midwest.
A graduate of Harquette University in Business Administration, Mary also holds an
M.B.A. Degree from the University of Minnesota. She is a Licensed real estate broker
in the State of Minnesota.
Nk axfield.
Jay V. Thompson
Senior Research Analyst
Mr. Thompson joined Maxfie[d
Research in 1996. 3ay has
specialized in conducting market
studies for a wide variety of
residentia[ devetopments across the
entire Upper Midwest. Mr. Thompson
is we[I-versed in market and
economic issues ~.h~t affect primarily
rural areas and much of this work has
focused on determining housing
needs in i'egiorla[ rural centers in
MinnesoLa, North and South Dakota
and Iowa. He has a~so conducted studies for emergency she{Let and transitional
housing comp[exes and also spec~a[izesin senior housing. Mr. Thompson is
Maxfie[d's resident expert in mapping software.
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Prior to joining Maxfie[d, .]ay served as a p~anner for the City of Lakewood, Colorado
where his responsibilities included co-managing the Community Development BLock
Grartt Program and conducting demographic and Land use research for various planning
projects.
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Jay ho[ds a Bache[or of Science degree in Geography from Mankato State University,
where his course work emphasized urban and regional planning.
December 5, 2001
Mr. Dave Potvin
Northbound Liquor
19348 Evans Street
Elk River, MN 55330
DAKOTA
Dear Dave:
I received your letter yesterday, and I appreciate your request for a formal proposal to perform
market analysis for a second location in Elk River. We are willing and able to provide you with
the best liquor store analysis available, and with our expertise in supermarkets we can certainly
access the possible effects of the local supermarket competition adding wine to their merchandise
offerings. I have also included a list of references for your use.
Scope of Project .'~
The site under consideration is for a second Elk River Municipal Liquor store to be
located on West Highway 10 at Joplin. The feasibility study process will include ongoing
client contact to discuss the study objectives, 'existing store sales trends, and seasonal
patterns. A customer spotting should also be conducted to determine the location of the
existing stores customers in advance of our field work and this is included in the bid for
this project.
Once the details of the project are set, the Dakota Worldwide specialist will begin field
analysis including evaluation of the site and its primary trade area. Competitors will be
identified and evaluated based upon facility size, sales volume, operations and
departments. Local government officials will be queried; building permits and subdivision
activity reports will be reviewed to determine potential market changes and population
variances from the 2000 Census, and any possible road changes that may affect traffic
patterns at or near the site.
When the field work is complete, the Dakota specialist will build an LOCUSTM model to
represent the current marketplace. The "balanced" model will then be "screened" by a
team of other analysts to ensure total accuracy. The proposed site will be projected at the
size you suggested of 10,000 square feet, but tests can be made for the most optimum
size.
Sales projections are based upon the core customer, population changes, existing
demographics, competitive strengths, transients as additional sales, and any possible
market changes. These changes will include the legislation that would allow grocery
operators to add wine to their stores, in particular Cub and Coborn's in Elk River as well
as any other competitors located throughout the trade area. Any feasible alternate
locations can also be included in the projections. The resulting sales projections are also
screened by our internal staff.
4801 81st Street, Suite 105 · Minneapolis, MN 55437
Telephone 952.835.4505 ' Fax 952.835.4461
Internet: www. dakotaww, com E-mail: dakotaww~dakocaww, com
Deliverables
A tailored report for new location containing:
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8.
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10.
11.
Trade area delineations
Population/Demographics for the trade area based on Census 2000
Trade area data by sector (identified by census tract)
Market shares by chain
Competitive evaluation and information including photos
Site evaluation including photos
Current market reports
Potential competitive moves including wine in grocery stores
Scenarios/Sales Forecasts
Three-year growth patterns for the site
Trade area maps
The fee for the site under consideration in you, which would assess the feasibility of locating a
second liquor store in Elk River will be $6,000 plus expenses (maps, demographic data, and
miscellaneous supplies.). Expenses will be capped at $100. This is an all-inclusive fee for the
project, but does not include any presentation meetings. If we are needed to participate in council
meetings or the such, we charge on a time basis, which is $250.00 per hour, including drive and
waiting time.
The project can be started approximately one to two weeks after we receive confirmation to
proceed. Verbal sales numbers will be available two weeks after the field work is completed, and
the studies will be shipped within the following two weeks. At this time either I or Marcia Pfiefer
will be in charge of this project.
I have included the last two items for you to see the type of paperwork we utilize. We ask each
client to complete t,he Continuing Service Agreement and Waiver the first time we perform work
for them. This merely ensures confidentiality of proprietary information. Each project is
identified, as to scope and fee, by means of the Project Work Order. Our financial terms are 50%
of the project fee as a down payment, with the remaining 50% of the fee due upon delivery of the
report.
Dave, once again, thank you for considering us for your market planning. I look forward to our
next conversation and to providing you with the best market analysis available. If you accept our
proposal I will send out a contract and Continuing Service Agreement for the project, and they
will be basically the same as the samples Tom Mach sent you earlier this year.
Len Sage
Senior Vice President
4801 81st Street, Suite 105 - Minneapolis, MN 55437
Telephone 952.835.4505.- Fax 952.835.4461
Internet: www. dakotaww, com E-mail: dakotawwOdakotaww, com
LIQUOR PROJECT ELK RIVER, MINNESOTA
REFERENCES
Please feel free to contact the following clients of Dakota Worldwide for their comments on our products
and services.
Peter T. Grauer
Donaldson, Lufkin & Jenrette
277 Park Avenue
New York, NY 10172
212.892.3000
Deb Carlson
Nash Finch Companies
7600 France Avenue South
Minneapolis, MN 55435
952.832.0534
David Norcross
The Penn Traffic Company
1200 State Fair Boulevard
Syracuse, NY 13209
315.461.2403
Jeff Dortmund
Big Bear Stores
770 West Goodale Blvd.
Columbus, OH 43212
614.462.6805
Eric Stromberg
La Montamta Co-op
3500 Central Avenue SE
Albuquerque, NM 87106
505.265.4631
Dave Wilkinson
Strack & Van Til
2244 45th Street
Highland, IN 46322
219.924.7588
Wayne Howe
Rogers Liquor
21400 John Milles Drive
Rogers, MN 55374
Mark Leifem~an
City of North Branch
1356 Main Street
North Branch, MN 55056
Mayor Scott King
City of Gary Indiana
401 Broadway Street
Gary, IN 46402
Chuck Evans
Collyard Group LLC
11712 Wayzata Blvd.
Milmetonka, MN 55305
Vincent Sorrentino
Great Atlantic & Pacific Tea Co.
470 ~Chestnut Ridge Road
Woodcliff Lake, NJ 07675
201.930.8138
4801 81st Street, Suite 105 · Minneapolis, MN 55437
Telephone 952.835.4505 - Fax 952.835.4461
Internet: www. dakotaww, com E-mail: dakota~vw~dakotaww, com
McCOMB GROUP,, Ltd.
RETAIL CONSULTANTS
January ll, 2002
Mr. Dave Potvin, Manager
NORTHLAND LIQUOR
19348 Evans Street
Elk River, Minnesota 55330
Dear Mr. Potvin:
In response to your request, we have prepared revised a work program to conduct market
analysis for a second Elk River liquor store. We have expanded the work program to include
evaluating the impact of supermarket wine sales if it is approved by the Legislature.
We understand that the City of Elk River is considering a second liquor store. The City is
interested in knowing the sales increase that a second liquor store would generate, and any sales
impact on the existing store. We have prepared a work program to estimate sales volumes that
could be achieved at a second location.
WORK PROGRAM
The work program outlined below is designed to identify the market potential for a second liquor
store in Elk River.
· Site Location
Locations of the existing liquor store and the proposed second store will be evaluated.
Factors to be studied include, but are not limited to: access, ingress and egress, visibility,
traffic counts, site configuration and size, and relationship to adjacent land uses and
traffic generators.
· Define Trade Area
Geographic distribution of existing liquor store customers will be plotted by zip code to
determine the store's trade area. Customer zip codes will be obtained from a survey of
customers performed by store employees under the direction of McComb Group, Ltd.
The trade area for the Elk River liquor store will be delineated and the proportion of retail
sales derived from the trade area will be identified. Sales derived from inflow customers,
or shoppers living outside the trade area, will also be identified. The trade area for the
proposed second liquor store will be delineated. This information will be used as part of
the process to evaluate the increase in retail sales that could occur with two stores and the
likely impact that a second store would have on trade area size and/or market penetration.
3001 Hennepin Avenue South Suite 30lB Minneapolis, Minnesota 55408 · (612) 339-7000 Fax: (612) 338-5572
Mr. Dave Potvin
January 11, 2002
Page 2
Demographic characteristics of both trade areas will be evaluated including population,
households, age distribution, and household income. Liquor store retail purchasing
power available within each trade area will be calculated using McComb Group's
proprietary technology. Purchasing power will be estimated from 1995 to 2009 to
determine future trends in retail spending. Historic sales of the existing Elk River liquor
store will be compared with purchasing power to determine historic market share from
the trade area as well as inflow sales by visitors. The income and expense statement for
the Elk River liquor store for the last five years will be reviewed to identify trends in
sales.
· Retail Sales Estimates
Future sales potential of the existing liquor store and the proposed new store will be
estimated based on the analysis of purchasing power, market share, and the potential for
increased retail sales. Future sales potential for a second store will be estimated for low,
mid, and high range sales.
· Supermarket Wine Sales
Sales transfer resulting from wine sales at supermarkets competitive with Northland
Liquor and a new store will be estimated. This will require identifying the likely
competitive supermarkets and their likely wine sales. If available, the number and sales
volume of wine only purchases and wine and beer purchases at Northland Liquor would
be helpful along with sales volume by type of beverage. This estimate will be stated in
sales dollars lost to Northland Liquor and a new store.
The results of our work will be documented in a final report designed to meet client needs. The
report will contain appropriate graphics and explanations of our principal findings, conclusions,
and recommendations.
MEETINGS
Two meetings are planned during the course of the evaluation to keep the client informed of our
progress and findings. These meetings include the following:
Start-Up meeting at the beginning of the engagement to finalize research objectives for
the engagement and obtain client-provided information.
Final Report meeting to present results of work tasks and recommendations. This
meeting will cover all aspects of the market research program.
The budget provides for two client meetings as described above. Any additional meetings will
be billed at our normal hourly rates plus expenses.
Mr. Dave Potvin
January 11, 2002
Page 3
SCHEDULE
Work tasks described in this proposal can be completed within a three-week period following
approval to proceed and receipt of a retainer.
QUALIFICATIONS AND EXPERIENCE
McComb Group, Ltd. is a full-service retail and real estate consulting firm specializing in market
research and financial feasibility. The firm has extensive experience in the retail industry and
has conducted market research for retail stores and shopping centers of all types including
regional malls, community centers and specialty centers.
In the retail industry, liquor is a convenience good that is typically sold in stores located in
neighborhood shopping centers. McComb Group has conducted market analysis and
remerchandising studies for neighborhood and community centers that contain liquor stores.
This provides an understanding of how liquor stores compete for customers and their achievable
market share. Mr. McComb's retail background and experience provides expertise related to
merchandising, store operations, and financial analysis. Recent engagements, which have
involved liquor stores, include the following:
· City of Maple Lake Municipal Liquor Store
Andy's Liquors, Rochester
· City of Fridley Municipal Liquor Store
Midway Center, St. Paul
· Brighton Village, New Brighton
· Village North, Brooklyn Park
· Texa-Tonka, St. Louis Park
· City of Sauk Rapids, Liquor Store
· Winestreet Spirits, Bloomington
· City of Columbia Heights Municipal Liquor Store
James B. McComb will direct this engagement and will conduct all field research, and market
and financial analysis. His experience is summarized below:
James B. McComb, President, founded the predecessor of McComb Group in 1974
following six years as a member of the corporate staff with Dayton Hudson Corporation.
His experiences at Dayton Hudson and daily association with merchants and shopping
center developers provided the impetus for McComb Group's approach to shopping
center and retail market research and financial feasibility, which includes strong elements
of design and merchandise sensitivities. The firm's approach to shopping center research
and marketing has undergone continuous development and refinement over the past 20
years.
Mr. Dave Potvin
January 11, 2002
Page 4
Mr. McComb will be responsible for managing and directing the overall research program and
will participate directly in findings and conclusions. Individual work tasks will be assigned to
personnel within the firm based on qualifications and experience.
REFERENCES
Mr. John Meyer
CITY OF MAPLE LAKE
10 Maple Avenue South
Maple Lake, MN 55358
Mr. Rick Pribyl, Finance Director/Treasurer
CITY OF FRIDLEY
6431 University Avenue NE
Fridley, MN 55432
(320) 894-6840
(763) 571-3450
BUDGET
The budget for the work program and work products described in this proposal is shown below.
Professional Services
Site Location
Define Trade Area
Retail Sales Estimates
Supermarket Wine Sales
Report Preparation
Meetings
Total Professional Services
Budget
$1,300
2,000
1,500
750
300
1,100
$ 6,950
Expenses (Estimated)
Travel
Demographics
Computer
Report Production
Miscellaneous
Total Expenses
$ 85
75
100
350
100
$ 710
TOTAL BUDGET
$ 7,660
The professional fees for the services outlined in this proposal total $6,950 and will be performed
at a price not-to-exceed that amount. Expenses estimated at $710 are to be reimbursed based on
actual cost. The budget is based on the amount of time required to perform the work tasks and
our normal hourly billing rates of $220 for principals, $85 for associates and $75 for consultants.
Company policy requires a retainer of approximately one half the estimated budget for the
project or $3,800. The retainer will be applied to the final invoice as a credit for billing of
professional services and expenses. Invoices for professional services and expenses will be
rendered at mid-month and month-end as our work progresses.
Mr. Dave Potvin
January 11, 2002
Page 5
Standard billing terms are net ten days. A finance charge of 1.5 percent will be charged on all
unpaid balances outstanding more than 30 days.
REPORT PURPOSE
This proposal was prepared with the understanding that the results of our work will be used by
the client to evaluate feasibility opening a second Elk River liquor store and may be shared with
developers, lenders and other investors. Our report will be prepared for that purpose and will be
subject to the following qualifications:
· Our analysis will not ascertain the legal and regulatory requirements applicable to this
project, including zoning, other state and local government regulations, permits and
licenses. No effort will be made to determine the possible effect on the proposed project
of present or future federal, state or local legislation, or any environmental or ecological
matters.
· Our report and analysis will be based on estimates, assumptions and other information
developed from research of the market, knowledge of the industry and discussions with
the client. Some assumptions inevitably will not materialize and unanticipated events
and circumstances may occur; therefore, actual results achieved will vary from the
analysis.
· Our analysis will not evaluate management's effectiveness or be responsible for future
marketing efforts and other management actions upon which actual results are dependent.
· Our report will be intended solely for the purpose described above and should not be used
for any other purpose without our prior written permission. Permission for other use of
the report will be granted only upon meeting company standards for the proposed use.
These qualifications will be included in our final report. If the report is used for purposes other
than specified above, we reserve the right to review the materials for proper use of our work.
ACCEPTANCE PROCEDURES
To indicate acceptance of the proposal, please sign a copy and return it to us together with your
check for the retainer as authorization to proceed with this engagement.
We appreciate the opportunity to submit this proposal and look forward to hearing from you
soon. If you have any questions, please call me at (612) 339-7000.
Accepted By:
Company:
Title:
Date:
McComb Group, Ltd.
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