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Retail Spaces MallsThe trade area of Grand Palladium Medan is illustrated in the map below.Figure 5.3.2: Grand Palladium Medan trade areaGrand PaladiumSource: Jones Lang LaSalle Research and Consulting & Medan Street Map (ADL)In 2007, the estimated target households of the PTA is approximately 247,500 households with growth ofaround 1.3% per annum expected over the next four years.Table 5.3.2 Grand Palladium Medan trade area: population growth2007 (f) 2011 (f)%Growth2007-2011(p.a.)Primary Trade Area . . . . . . . . . . . . . . . . Population* 1,075,843 1,135,062 1.3%Households* 247,537 261,162 1.3%Source: AC Nielsen; Economic Intelligence Unit; Jones Lang LaSalle Research and Consulting* Note: Total Population and Households only includes those population and households assumed to fallwithin the target market (i.e., Socio Economic Status (SES) categories A-C, described as middle andupper income households).The major competing centre is Medan Fair which is located approximately 1 kilometre west of GrandPalladium Medan. This centre commenced operations in 2004 with 53,500 sq.m of NLA across four levelsand is anchored by Matahari and Carrefour. The other competing centres are Thamrin Plaza and MedanMall, situated 1.5 kilometres and 2.3 kilometres to the east respectively. Both centres have an NLA ofapproximately 20,000 sq.m.Future competition will come from Deli Grand City, a redevelopment of Deli Plaza, located at JalanSoekarno-Hatta, about 600 metres north of the Grand Palladium Medan. This centre is a leased mall withina mixed used complex comprising apartments, a hotel and a convention centre. The tenancy is acombination of short and long term lease. It will be completed in 2010 with 35,000 sq.m of NLA.F-114