lcec-irvspendinganalysis-amex

8/2/2019 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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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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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.



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OVERALL SPENDING OVERVIEW



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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).


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


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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Visitor Spend: Irving vs. Greater Dallas Area

IRVING VISITORS SPEND IN IRVING ONLY, DALLAS, AND TOTAL


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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INDUSTRY SPENDING



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Entrtmnt3.93%

Dining58.91%

Retail37.16%

Entrtmnt7.81%

Dining40.18%

Retail52.01%

Entrtmnt2%

Dining25%

Retail73.42%

Share of Wallet by Industry Category


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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$0

$200

$400

$600

$800

$1,000

$1,200

Entertainment Restaurants Retail

Within Irving Outside of Irving

Cardmember Spending by Industry Category


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


Within Irving Ouside of Irving

$0

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600


Within Irving Ouside of Irving

$0

$50

$100

$150

$200

$250


Within Irving Outside of Irving

IRVING VISITORS: AVG TRANSACTION


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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


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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Visitor Spend: Irving vs. Greater Dallas by Industry

IRVING VISITORS TOTAL AND AVERAGE INDUSTRY SPEND


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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ENTERTAINMENT SPEND



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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


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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Total Entertainment Spend by Type - Residents

TOTAL ENTERTAINMENT BY TYPE FOR RESIDENTS


$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

Amusements Bands,

Orchestras,Misc

Motion Picture

Theaters

Sports Theatrical

Thousands


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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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.


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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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


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



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Total Entertainment Spend by Type - Visitors

TOTAL ENTERTAINMENT BY TYPE FOR VISITORS


$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



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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




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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RESTAURANT SPEND



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Percentage of Restaurant Spend by Type - Residents

SPEND BY RESTAURANT TYPE


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



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Total Restaurant Spend by Type - Residents



$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

$3,500

$4,000

$4,500


CasualDining

Medium

Tier CasualDining

Low Tier

CasualDining

Quick

Service

Catering Drinking

Places

Thousands


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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Total Restaurant Spend by Type - Residents





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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Percentage of Restaurant Spend by Type - Visitors



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



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Total Restaurant Spend by Type - Visitors



$0

$2,000

$4,000

$6,000

$8,000

$10,000

$12,000

$14,000

$16,000


CasualDining

Medium

Tier CasualDining

Low Tier

CasualDining

Quick

Service

Catering Drinking

Places

Thousands


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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Total Restaurant Spend by Type - Visitors





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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RETAIL SPEND



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Percentage of Retail Spend by Type - Residents

SPEND BY RETAIL TYPE


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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Total Retail Spend by Type - Residents


$0 $1,000 $2,000 $3,000 $4,000 $5,000 $6,000

Florists

Publications

Beer/Wine/Liquor

Jewelry



Recreational Goods


Dept Store

Consumables

Hobby

Clothing & Shoes

Office Supplies


Home Improvement


Supermarkets

Thousands

Outside Irving Within Irving



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Total Retail Spend by Type - Residents

IRVING VISITORS TOTAL AND AVERAGE INDUSTRY SPEND



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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Percentage of Retail Spend by Type - Visitors

CARDMEMBER PEER SPEND BY DISTANCE


0.00% 10.00% 20.00% 30.00% 40.00%

Florists

Beer/Wine/Liquor

Jewelry

Publications


Hobby

Consumables

Dept Store

Furniture/Home FurnishingRecreational Goods

Clothing & Shoes



Home Improvement

Supermarkets

Office Supplies


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


$0 $1,000 $2,000 $3,000 $4,000

Florists

Beer/Wine/Liquor

Jewelry

Publications


Hobby

Consumables

Dept Store


Recreational Goods

Clothing & Shoes



Home Improvement

Supermarkets

Office Supplies


Thousands

Outside Irving Within Irving



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Total Retail Spend by Type - Visitors


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



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DEMOGRAPHICS OVERVIEW



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Irving Residents and Visitors by Age Range

POPULATION BY AGE


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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Irving Residents and Visitors by Presence of Children

POPULATION BY PRESENCE OF CHILDREN


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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Irving Residents and Visitors by Gender

POPULATION BY GENDER


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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Irving Residents and Visitors by Education

POPULATION BY EDUCATION


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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Irving Residents and Visitors by Employment

POPULATION BY EMPLOYMENT LEVEL


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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Irving Residents and Visitors by Income

POPULATION BY INCOME LEVEL


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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Irving Visitors by State

VISITORS BY SOURCE MARKET


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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APPENDIX



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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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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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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 be

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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