lcec-irvspendinganalysis-amex
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2011 American Express Travel Related Services Company, Inc. All rights reserved
CONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary, and trade secret information of American Express Companyand its subsidiaries and affiliates (American Express), and may not be disclosed in whole or in p art to any third parties w ithout the prior written consent of American Express.
IRVING SPEND ANALYSISAnalysis of Cardmember Spend Within and Outside IrvingDecember 2011
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2011 American Express Travel Related Services Company, Inc. All rights reserved
CONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Agenda
Executive Summary
Overall Spending Overview
Industry Spending
Entertainment Spend
Restaurant Spend
Retail Spend
Demographics Overview
2 Irving Spend Analysis
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2011 American Express Travel Related Services Company, Inc. All rights reserved
CONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Executive Summary
IRVING SPEND ANALYSIS
The purpose of this analysis was to demonstrate any lost spend from Irving residents and visitors to the Greater Dallas area. Theunderlying goal is to understand, and quantify, any opportunities for new business potential in the Irving area.
Findings included:
Irving Visitors overwhelmingly spend a larger share outside of Irving.
Irving Residents spend a greater share of wallet outside of Irving for entertainment than within Irving . And, Irving Visitors tend tospend a greater share of wallet within Irving for dining than outside of Irving.
Irving Residents and Visitors tend to go outside of Irving for High and Medium Tier Casual dining, and Fine Dining. They tend tostay for catering and Low Tier casual dining.
For both Irving Residents and Visitors, there is high potential to increase retail spending on Recreational Goods, Jewelry, HomeFurnishings, Department Stores, and Clothing and Shoes. Typically these populations leave the Irving area for these retailcategories.
ABOUT US
American Express Business Insights is a global information, analytics and consulting organizationthat uses real behavioral information based on actual aggregated consumer and businesspurchasing data and sophisticated analytics to reveal unique insights about your customers,competition and marketplace.
Because of our direct relationships with merchants and Cardmembers around the globe, we canprovide your business with a unique perspective on emerging marketplace trends. Our wealth ofreal-world aggregated data drawn from a network of approximately 90 million Cards in force allows us to give you a timely, complete view of actual consumer and business spending.
3 Irving Spend Analysis
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2011 American Express Travel Related Services Company, Inc. All rights reserved
CONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
OVERALL SPENDING OVERVIEW
4 Irving Spend Analysis
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2011 American Express Travel Related Services Company, Inc. All rights reserved
CONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Cardmember Total Spend: Irving vs. Greater Dallas Area
Irving Residents Spend more than twice
the amount of total spend in the GreaterDallas area than within Irving.
Irving Visitors overwhelmingly spend alarger share outside of Irving (84%versus 16% within Irving).
5 Irving Spend Analysis
PERCENTAGE OF
CARDMEMBER SPEND WITHIN
AND OUTSIDE IRVING
RESIDENTS
PERCENTAGE OF
CARDMEMBER SPEND WITHIN
AND OUTSIDE IRVING
VISITORS
Within Irving32.7%
GreaterDallas67.3%
Within Irving16.0%
GreaterDallas84.0%
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Resident Spend: Irving vs. Greater Dallas Area
IRVING RESIDENTS SPEND IN IRVING ONLY, DALLAS, AND TOTAL
6 Irving Spend Analysis
Avg. Transaction
SpendLocation
CardMembers
ROCCount
TotalSpend
Avg. TotalSpend/CM Size Count
Irving Only294,984 576,437 $29,526,113 $100.09 $51.22 1.95
Greater Dallas
Area (Not Irving) 349,821 647,713 $60,763,917 $173.70 $93.81 1.85
All Irving Resident
Spend 644,805 1,224,150 $90,290,030 $140.03 $73.76 1.90
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Visitor Spend: Irving vs. Greater Dallas Area
IRVING VISITORS SPEND IN IRVING ONLY, DALLAS, AND TOTAL
7 Irving Spend Analysis
Avg. Transaction
SpendLocation
CardMembers
ROCCount
TotalSpend
Avg. TotalSpend/CM Size Count
Irving Only 157,889 243,082 $15,627,054 $98.97 $64.29 1.54
Greater Dallas
Area (Not Irving)560,931 869,408 $82,360,027 $146.83 $94.73 1.55
All Irving Visitor
Spend718,822 1,112,492 $97,987,155 $136.32 $88.08 1.55
Of the 718,822 Irving Visitors during the
timeframe, 157,889 (about 22%) transactedwithin Irving only.
The average spend per CM is 33.5%higher for the Greater Dallas ($146.83) areathan Irving only ($98.97).
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
INDUSTRY SPENDING
8 Irving Spend Analysis
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Entrtmnt3.93%
Dining58.91%
Retail37.16%
Entrtmnt7.81%
Dining40.18%
Retail52.01%
Entrtmnt2%
Dining25%
Retail73.42%
Share of Wallet by Industry Category
9 Irving Spend Analysis
IRVING RESIDENT SPEND BY
INDUSTRY
Irving Residents spend a greater shareoutside of Irving for entertainment(6.48%) than within Irving (just under2%).
Irving Residents spend a greater sharefor dining within Irving (25%) than inGreater Dallas (20.5%)
IRVING VISITOR SPEND BY INDUSTRY
Irving Visitors tend to spend a greatershare within Irving for dining (58.91%)than outside of Irving (40.18%).
Irving Visitors spend just under twice
the share of entertainment (7.81%)outside of Irving vs. within Irving(3.93%).
Irving Visitors also spend a significantlyhigher share for retail (52%) outside ofIrving vs. within Irving (37.16%).
IRVING RESIDENTS
WITHIN IRVING IRVING RESIDENTS
GREATER DALLAS
IRVING VISITORS WITHIN IRVING IRVING VISITORS GREATER DALLAS
Share of Total Spend within Irving forRetail, Entertainment and Dining
Share of Total Spend Outside of Irving forRetail, Entertainment and Dining
Share of Total Spend within Irving forRetail, Entertainment and Dining
Share of Total Spend Outside of Irving forRetail, Entertainment and Dining
Entrtmnt6.48%
Dining
20.52%
Retail73.00%
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
$0
$200
$400
$600
$800
$1,000
$1,200
Entertainment Restaurants Retail
Within Irving Outside of Irving
Cardmember Spending by Industry Category
10 Irving Spend Analysis
IRVING VISITORS: SPEND PER CM IRVING RESIDENTS: SPEND PER CM
IRVING RESIDENTS: AVG TRANSACTION
Irving Visitors spend per CM issignificantly higher for entertainmentwithin Irving ($1451) than outside ofIrving ($608)
Irving Residents tend to spend moreper CM for entertainment outside ofIrving ($327) than within Irving ($116)
Irving Residents also spend more per
CM for Retail outside of Irving ($226)than within Irving ($127)
$0
$50
$100
$150
$200
$250
$300
$350
Entertainment Restaurants Retail
Within Irving Ouside of Irving
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
Entertainment Restaurants Retail
Within Irving Ouside of Irving
$0
$50
$100
$150
$200
$250
Entertainment Restaurants Retail
Within Irving Outside of Irving
IRVING VISITORS: AVG TRANSACTION
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Resident Spend: Irving vs. Greater Dallas by Industry
Raw spending numbers are provided to
reinforce the message, and can be utilizedto demonstrate precise economicopportunity.
IRVING RESIDENTS TOTAL AND AVERAGE INDUSTRY SPEND
11 Irving Spend Analysis
Avg. Transaction
Industry(WithinIrving)
CardMembers
ROCCount
TotalSpend
Avg. TotalSpend/CM
Size Count
Entertainment 4,484 6,893 $521,750 $116.36 $75.69 1.54
Restaurants 120,748 265,424 $7,325,112 $60.66 $27.60 2.20
Retail 169,752 304,120 $21,679,251 $127.71 $71.29 1.79
Avg. Transaction
Industry(Ouside ofIrving)
CardMembers
ROCCount
TotalSpend
Avg. TotalSpend/CM
Size Count
Entertainment 12,024 18,348 $3,939,343 $327.62 $214.70 1.53
Restaurants 142,262 305,858 $12,468,084 $87.64 $40.76 2.15
Retail 195,535 323,507 $44,356,491 $226.85 $137.11 1.65
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Visitor Spend: Irving vs. Greater Dallas by Industry
IRVING VISITORS TOTAL AND AVERAGE INDUSTRY SPEND
12 Irving Spend Analysis
Avg. Transaction
Industry(WithinIrving)
CardMembers
ROCCount
TotalSpend
Avg. TotalSpend/CM
Size Count
Entertainment 423 611 $613,787 $1,451.03 $1,004.56 1.44
Restaurants 128,361 204,282 $9,206,014 $71.72 $45.07 1.59
Retail 29,105 38,189 $5,807,253 $199.53 $152.07 1.31
Avg. Transaction
Industry(Ouside ofIrving)
CardMembers
ROCCount
TotalSpend
Avg. TotalSpend/CM
Size Count
Entertainment 10,567 14,201 $6,428,708 $608.38 $452.69 1.34
Restaurants 382,666 615,762 $33,093,665 $86.48 $53.74 1.61
Retail 167,700 239,447 $42,837,728 $255.44 $178.90 1.43
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
ENTERTAINMENT SPEND
13 Irving Spend Analysis
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Percentage of Entertainment Spend by Type - Residents
Irving residents transacting within Irving forentertainment concentrated over 91% oftotal spend in Theatrical entertainment.
Irving residents transacting forentertainment outside of Irving spend 71.5%of spend for Sports and 15% for Theatrical.
SPEND BY ENTERTAINMENT TYPE
14 Irving Spend Analysis
2% 1% 3% 0%
94%
3%1%
5%
76%
16%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Amusements Bands,Orchestras, Misc
Motion PictureTheaters
Sports Theatrical
Within Irving Outside Irving
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Total Entertainment Spend by Type - Residents
TOTAL ENTERTAINMENT BY TYPE FOR RESIDENTS
15 Irving Spend Analysis
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
Amusements Bands,
Orchestras,Misc
Motion Picture
Theaters
Sports Theatrical
Thousands
Within Irving Outside Irving
Sports transactions outside of Irving dwarf
the remaining entertainment categories at$2.8M.
With the exception of theatricalentertainment, there is a strong opportunityin entertainment to gain more residentspend.
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Total Entertainment Spend by Type - Residents
Between motion picture, amusements,
bands, orchestras, and miscellaneousentertainment represent over $304K fromresidents in the Dallas area that Irving is notcapturing.
16 Irving Spend Analysis
IndustryTotal Spend in
IrvingTotal Spend in
Dallas
Theatrical $478,884 $605,784
Motion Picture Theaters $16,174 $171,695
Amusements $9,555 $112,897
Bands, Orchestras, and Miscellaneous
Entertainment $5,765 $20,229
Sports $1,102 $2,819,986
TOTAL ENTERTAINMENT BY TYPE FOR RESIDENTS
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Percentage of Entertainment Spend by Type - Visitors
Irving visitors transacting within Irving forentertainment concentrated over 98.8% oftotal spend in Theatrical entertainment.
Irving residents transacting forentertainment outside of Irving spend 62%of spend for Sports and 25% for Theatrical.
SPEND BY ENTERTAINMENT TYPE
17 Irving Spend Analysis
0% 0% 0% 1%
99%
3% 0% 2%
67%
27%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
Amusements Bands,Orchestras, Misc
Motion PictureTheaters
Sports Theatrical
Within Irving Outside Irving
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Total Entertainment Spend by Type - Visitors
TOTAL ENTERTAINMENT BY TYPE FOR VISITORS
18 Irving Spend Analysis
$0
$500
$1,000
$1,500
$2,000$2,500
$3,000
$3,500
$4,000
$4,500
Amusements Bands,
Orchestras,Misc
Motion Picture
Theaters
Sports Theatrical
Thousands
Within Irving Outside Irving
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Total Entertainment Spend by Type - Visitors
Not including sports, visitor entertainment
spend outside of Irving represents over $2Min spending. This spending represents adirect opportunity.
TOTAL ENTERTAINMENT BY TYPE FOR VISITORS
19 Irving Spend Analysis
IndustryTotal Spend in
IrvingTotal Spend in
Dallas
Theatrical $606,901 $1,645,591
Sports $4,015 $3,993,949
Motion Picture Theaters $1,950 $132,601
Bands, Orchestras, and MiscellaneousEntertainment $180 $27,826
Amusements - $195,799
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
RESTAURANT SPEND
20 Irving Spend Analysis
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Percentage of Restaurant Spend by Type - Residents
SPEND BY RESTAURANT TYPE
21 Irving Spend Analysis
19%
23%
16%
9%
30%
3%
0%
34%
29%
8%
4%
18%
6%
1%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Fine Dining High Tier
CasualDining
Medium
Tier CasualDining
Low Tier
CasualDining
Quick
Service
Catering Drinking
Places
Within Irving Outside Irving
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Total Restaurant Spend by Type - Residents
SPEND BY RESTAURANT TYPE
22 Irving Spend Analysis
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$4,000
$4,500
Fine Dining High Tier
CasualDining
Medium
Tier CasualDining
Low Tier
CasualDining
Quick
Service
Catering Drinking
Places
Thousands
Within Irving Outside Irving
Irving residents tend to go outside
of Irving for Medium Tier Casualdining and fine dining.
Irving residents tend to stay withinIrving for catering.
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Total Restaurant Spend by Type - Residents
SPEND BY RESTAURANT TYPE
23 Irving Spend Analysis
IndustryTotal Spend in
IrvingTotal Spend in
Dallas
Quick Service $2,143,197 $2,172,843
High Tier Casual Dining $1,700,408 $3,567,691
Fine Dining $1,387,281 $4,129,092
Medium Tier Casual Dining $1,191,328 $1,008,149
Low Tier Casual Dining $628,648 $436,143
Catering $203,423 $746,598
Drinking Places $159 $125,432
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Percentage of Restaurant Spend by Type - Visitors
SPEND BY RESTAURANT TYPE
24 Irving Spend Analysis
45%
26%
12%
3%
11%
2%0%
46%
24%
7%
4%
12%
5%
1%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Fine Dining High TierCasualDining
Low TierCasualDining
MediumTier Casual
Dining
QuickService
Catering DrinkingPlaces
Within Irving Outside Irving
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Total Restaurant Spend by Type - Visitors
SPEND BY RESTAURANT TYPE
25 Irving Spend Analysis
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
$16,000
Fine Dining High Tier
CasualDining
Medium
Tier CasualDining
Low Tier
CasualDining
Quick
Service
Catering Drinking
Places
Thousands
Within Irving Outside Irving
Irving Visitors tend to go outside of
Irving for Fine Dining and High TierCasual dining.
Irving Visitors tend to stay within Irvingfor Low Tier casual dining.
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Total Restaurant Spend by Type - Visitors
SPEND BY RESTAURANT TYPE
26 Irving Spend Analysis
IndustryTotal Spend in
IrvingTotal Spend in
Dallas
Fine Dining $4,153,422 $14,991,123
High Tier Casual Dining $2,356,957 $7,732,049
Medium Tier Casual Dining $1,117,342 $2,357,916
Quick Service $1,020,679 $3,975,508
Low Tier Casual Dining $295,873 $1,159,497
Catering $203,735 $1,744,625
Drinking Places - $294,382
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
RETAIL SPEND
27 Irving Spend Analysis
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Percentage of Retail Spend by Type - Residents
SPEND BY RETAIL TYPE
28 Irving Spend Analysis
0% 5% 10% 15% 20% 25% 30% 35%
Florists
Publications
Beer/Wine/Liquor
Jewelry
Direct Marketing/Catalog/Showroom
Books & Home Entertainment
Recreational Goods
Furniture/Home Furnishing
Dept Store
Consumables
Hobby
Clothing & Shoes
Office Supplies
Dept Store Discount/Mass Merch
Home Improvement
Appliances & Electronics
Supermarkets
Outside Irving Within IrvingFor Retail spend, Irving Residents tendto go outside of Irving for RecreationalGoods, Jewelry, Home Furnishings,Department Stores, Clothing and Shoesand Commercial Equipment
Residents tend to stay within Irving forSupermarkets, Mass MerchandiseStores, Home Improvement, andAppliances and Electronics.
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Total Retail Spend by Type - Residents
29 Irving Spend Analysis
$0 $1,000 $2,000 $3,000 $4,000 $5,000 $6,000
Florists
Publications
Beer/Wine/Liquor
Jewelry
Direct Marketing/Catalog/Showroom
Books & Home Entertainment
Recreational Goods
Furniture/Home Furnishing
Dept Store
Consumables
Hobby
Clothing & Shoes
Office Supplies
Dept Store Discount/Mass Merch
Home Improvement
Appliances & Electronics
Supermarkets
Thousands
Outside Irving Within Irving
SPEND BY RETAIL TYPE
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Total Retail Spend by Type - Residents
IRVING VISITORS TOTAL AND AVERAGE INDUSTRY SPEND
30 Irving Spend Analysis
IndustryTotal Spend in
Irving
Total Spend in
Dallas
Supermarkets $5,330,997 $2,937,165
Appliances & Electronics $2,332,468 $2,220,976
Home Improvement $2,212,682 $2,270,940
Dept Store Discount/Mass Merch $1,487,513 $590,321
Office Supplies $1,336,121 $1,384,738
Clothing & Shoes $929,436 $3,513,065
Hobby $816,243 $544,647
Consumables $709,947 $867,868
Dept Store $644,634 $2,812,758
Furniture/Home Furnishing $547,899 $3,685,070
Recreational Goods $322,854 $1,410,670
Books & Home Entertainment $206,041 $216,895
Direct Marketing/Catalog/Showroom $148,429 $1,242,220
Jewelry $90,556 $1,268,113
Beer/Wine/Liquor $65,114 $937,588Publications $50,198 $198,924
Florists $43,691 $80,389
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Percentage of Retail Spend by Type - Visitors
CARDMEMBER PEER SPEND BY DISTANCE
31 Irving Spend Analysis
0.00% 10.00% 20.00% 30.00% 40.00%
Florists
Beer/Wine/Liquor
Jewelry
Publications
Books & Home Entertainment
Hobby
Consumables
Dept Store
Furniture/Home FurnishingRecreational Goods
Clothing & Shoes
Direct Marketing/Catalog/Showroom
Dept Store Discount/Mass Merch
Home Improvement
Supermarkets
Office Supplies
Appliances & Electronics
Outside Irving Within IrvingFor Retail spend, Irving Visitors tend togo outside of Irving for RecreationalGoods, Jewelry, Home Furnishings,Department Stores.
Visitors tend to stay within Irving forBeer/Wine/Liquor,Appliances/Electronics and Books,Home Entertainment Consumables.
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Total Retail Spend by Type - Visitors
32 Irving Spend Analysis
$0 $1,000 $2,000 $3,000 $4,000
Florists
Beer/Wine/Liquor
Jewelry
Publications
Books & Home Entertainment
Hobby
Consumables
Dept Store
Furniture/Home Furnishing
Recreational Goods
Clothing & Shoes
Direct Marketing/Catalog/Showroom
Dept Store Discount/Mass Merch
Home Improvement
Supermarkets
Office Supplies
Appliances & Electronics
Thousands
Outside Irving Within Irving
SPEND BY RETAIL TYPE
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Total Retail Spend by Type - Visitors
33 Irving Spend Analysis
Industry Total Spend inIrving
Total Spend inDallas
Appliances & Electronics $1,059,641 $2,017,150
Office Supplies $731,160 $4,095,309
Supermarkets $285,738 $874,251
Home Improvement $219,188 $1,670,111
Dept Store Discount/Mass Merch $155,996 $410,178
Direct Marketing/Catalog/Showroom $121,404 $4,192,290
Clothing & Shoes $109,519 $3,260,805
Recreational Goods $73,416 $1,136,175
Furniture/Home Furnishing $69,685 $2,621,411
Dept Store $68,238 $1,953,466
Consumables $52,849 $1,072,575
Hobby $38,890 $295,374
Books & Home Entertainment $25,724 $281,438
Publications $23,975 $488,569
Jewelry $12,129 $1,152,857
Florists $8,271 $24,490
SPEND BY RETAIL TYPE
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DEMOGRAPHICS OVERVIEW
34 Irving Spend Analysis
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Irving Residents and Visitors by Age Range
POPULATION BY AGE
35 Irving Spend Analysis
0%
14%
42%
36%
8%
1%
29%
36%
24%
10%
0%
17%
37%
32%
13%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
0 - 20 21 - 35 36 - 50 51 - 65 66+
Visitors Residents AllAge distributions between populations issimilar, with a spike in youngerresidents (21-35).
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Irving Residents and Visitors by Presence of Children
POPULATION BY PRESENCE OF CHILDREN
36 Irving Spend Analysis
40%
60%
45%
55%
47%
53%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
No Yes
Visitors Residents AllAll distributions skew to slightly higherpresence of children than an equal split.
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Irving Residents and Visitors by Gender
POPULATION BY GENDER
37 Irving Spend Analysis
24%
76%
44%
56%
46%
54%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Female Male
Visitors Residents AllVisitors skew higher to malepopulations. This is common intravelling populations, due to familytransactions occurring on a single card.
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2011 American Express Travel Related Services Company, Inc. All rights reservedCONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Irving Residents and Visitors by Education
POPULATION BY EDUCATION
38 Irving Spend Analysis
46%
33%
13%
6%2%
23%
58%
16%
3%0%
49%
32%
12%
5%2%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Graduate Plus College Grad Some College High SchoolGrad Some HighSchool
Visitors Residents AllIn general, transacting Cardmembers inIrving have skew to higher levels ofeducation.
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2011 American Express Travel Related Services Company, Inc. All rights reserved
CONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Irving Residents and Visitors by Employment
POPULATION BY EMPLOYMENT LEVEL
39 Irving Spend Analysis
56%
4%
18%
11%
4%
8%
56%
5%
10%
24%
1%4%
57%
3%
20%
9%
3%
8%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Management Professional White Collar,Mix WC, Service,Mix BC, Service,Mix Mostly Retired
Visitors Residents AllIrving visitors, residents, and alltransactors skew towards managementpositions.
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2011 American Express Travel Related Services Company, Inc. All rights reserved
CONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Irving Residents and Visitors by Income
POPULATION BY INCOME LEVEL
40 Irving Spend Analysis
27% 28%
25%
5%
8%6%
1%
19%
24%
32%
10%
6%7%
1%
33%
24% 25%
4%
7%
5%
1%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Wealthy Upscale Upper-Mid Midscale Lower-Mid Downscale Low Income
Visitors Residents AllNot surprisingly, based on employmentlevels, all Cardmembers tend to havehigh income levels. Income levels aredefined in the appendix.
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CONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Irving Visitors by State
VISITORS BY SOURCE MARKET
41 Irving Spend Analysis
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00% Over 31% of Irving Visitors arefrom the states of Texas andCalifornia.
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2011 American Express Travel Related Services Company, Inc. All rights reserved
CONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
APPENDIX
42 Irving Spend Analysis
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CONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Definitions
NOTES
Current Period: October 2010 September 2011 (12 month period).
Dallas area is defined by the Dallas DMA. For the purposes of this analysis, spending in Irving is removed from Dallas area spend.
DMA (designed market area) code regions generally encompass the reach of radio and TV offerings from the major city at thei r center.
American Express coverage varies by market.
Income categories are based on the following household income ranges:
Wealthy: >$150k
Upscale:$100k-$150k
Upper-Mid:$75k-$100k
Midscale:$50k-$75k
Lower-Mid:$30k-$50k
Downscale:$10k-$30k
Low Income:
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2011 American Express Travel Related Services Company, Inc. All rights reserved
CONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION. This document contains confidential, proprietary,and trade secret information of American Express Company and its subsidiaries and affiliat es (American Express), and may not bedisclosed in whole or in part to any third parties without the prior written consent of American Express.
Definitions (continued)
Educationcategories are based on level of education completed.
Graduate Plus indicates completion of a degree higher than a Bachelors degree.
College Grad indicates completion of a degree.
Some College indicates enrollment in college-level courses, but not the completion of a degree.
High School Grad indicates completion of a high school diploma.
Some High School indicates attending of high school courses, but not the completion of a diploma.
Employmentcategories are based on the type of work performed. Other considerations include the skills, education, training, and credentialsrequired to carry out that occupation.
Management indicates an occupation with responsibilities that include planning, strategizing, policy making, and directing major operating functionsof a company. This may include: top executives, senior level officials, high level supervisors, as well as those within two reporting levels of the chiefexecutive officer.
Professionalindicates an occupation that requires highly skilled workers with extensive training and education in a particular area of expertise.This may include: lawyers, engineers, accountants, scientists, architects, and teachers.
White Collar indicates an occupation that requires college graduation or equivalent experience to carry out a specific role and responsibility. Thismay include: salesmen, marketing personnel, human resources, analysts, operations specialists, and consultants.
White Collar/Services includes all clerical-type work that requires basic knowledge which one obtains from a two year college/technical school orequivalent on-the-job training. Job functions are predominantly non-manual and are often unrelated to the product or service being provided. Thismay include office staff, such as: secretaries, legal assistants, messengers, draftsmen, and clerks.
Blue Collar/Services includes workers that perform skilled manual work or factory-type duties which require limited training. This may include:machine operators, construction workers, mechanics, technicians, metalworkers, and plumbers.
Retired indicates former workers that are not currently employed and are not looking for employment.
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About Us
American Express Business Insights is a global information, analytics and consulting organization that uses real behavioral informationbased on actualaggregated consumer and business purchasing dataand sophisticated analytics to reveal unique insights about your customers, competition andmarketplace.
Because of our direct relationships with merchants and Cardmembers around the globe, we can provide your business with a unique perspective onemerging marketplace trends. Our wealth of real-world aggregated datadrawn from a network of approximately 90 million Cards in Forceallows us togive you a timely, complete view of actual consumer and business spending.
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