Altus Feasibility Study (pdf) - Maison Senior Living

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4904 ‐ 4920 Elbow Drive, Calgary, AB Milliken Developments October 28, 2010 PMA Calgary CMA Non‐Relatives 6% Relatives 8% Summary The PMA strengths are: Alone 86% � Above average household and seniors’ income <strong>Living</strong> Alone 77% Relatives 17% � PRIZMC2 affluence distribution skewed towards wealthy & upscale and upscale � Above average levels of higher education for seniors 65+ � A home‐owners’ market � Low proportion of visible minority groups � 56% of all immigrants are 3 rd generation � A greater percentage of seniors living alone than in the Calgary CMA The PMA weaknesses are: � Below average growth in total and seniors’ population Non‐Relatives 6%
4904 ‐ 4920 Elbow Drive, Calgary, AB Milliken Developments October 28, 2010 PRIZMC2 LIFESTYLE CLUSTER ANALYSIS PRIZMC2 segmentation includes a lifestyle clustering segmentation that groups and describes neighbourhood clusters across Canada into 66 mutually exclusive clusters. Each cluster is demographically and behaviourally distinct and offers a wealth of information such a personal lifestyle preferences, buying patterns, and motivations. The top five overall PRIZMC2 clusters in the PMA are: Suburban Gentry, Mr. & Ms. Manager, Grads & Pads, Suburban Rows, and Nearly Empty Nests which encompass 42.0% of the PMA population indicating a low to moderate clustering pattern. Top Five PRIZMC2 Clusters % of Total Suburban Gentry 10.0% Mr. & Ms. Manager 8.8% Grads & Pads 8.1% Suburban Rows 7.7% Nearly Empty Nests 7.4% Total % 42.0% Following is a brief description of the people that make up the top 5 clusters: Suburban Gentry Wealthy, middle‐aged suburban families The Suburban Gentry segment is a magnet for Canada’s up‐and‐coming business class: a prosperous suburban world of dual‐income couples who have university degrees and large families, typically with teens or university‐aged children. Given its high percentage of managers, scientists, artists and government workers, there’s a decided professional tone to this cluster. Suburban Gentry residents rank near the top for owning computer software, taking business trips and acquiring a small business loan. These consumers are big spenders who like to belong to golf clubs, gamble at casinos, go to the theatre and attend pro basketball, tennis and soccer matches. Fitness conscious, they’re much more likely than average Canadians to jog, take aerobics classes, and play racquet sports and basketball. Many take pride in their healthy lifestyle, telling researchers, “I feel guilty when I eat ‘junk food.’” Mr. & Ms. Manager Upscale, dual‐income exurban households Mr. & Ms. Manager is home to Canada’s working couples living in the exurban sprawl beyond the nation’s largest cities. The residents of these communities tend to be prosperous executives who like their toys: boats, computers, home theatre systems and impressive collections of sporting equipment. These families and couples enjoy outdoor activities like golf, skiing, power boating and canoeing. They don’t mind driving their kids to the zoo, national park or a hockey game as long as they get time to take in a variety of exhibitions, from crafts and gardening to boats and investments. And though Mr. & Ms. Manager residents typically commute by car to nearby cities, they enjoy their exurban settings, preferring to go camping over seeing an opera, and driving a pickup truck rather than owning a sport sedan. Grads & Pads Young, lower‐middle‐class urban singles The nation’s most liberal lifestyle, Grads & Pads is a collection of young, ethnically diverse city dwellers living near universities. Its residents are a progressive mix of well‐educated singles, students and recent grads, white‐collar professionals and service workers—all living in apartments a short commute to work by public transit or walking. Their incomes aren’t high, but these young adults just entering the workforce enjoy the freedom of spending their first paycheques solely on themselves. With three‐quarters of the adults unattached, Grads & Pads residents are nightowls who frequent bars, nightclubs, restaurants, rock concerts, art galleries and ballet performances. They like to stay active by skiing, scuba diving, doing aerobics and working out at health clubs. They’re also political activists who work for social causes, write to public officials and volunteer for political parties and politicians who support their liberal views. 45
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Altus Feasibility Study (pdf) - Maison Senior Living

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