Nestled between Lakeland and Tampa, some may think Plant City residents have all their shopping needs met.
But with a 20-minute drive each way, many residents are clamoring for more hometown retailers.
This summer, three new shops will help satisfy shoppers. PetSmart, Michael’s and Ross Dress for Less all will open this month at the renovated Lake Walden Square.
And, although residents are excited for their arrival, any announcement of new stores comes with the same response:
What about Target?
If the Plant City Observer’s Facebook fans are an accurate sample of the Plant City population, Target would enjoy immediate success. But so far, the retailer has no plans to open in the Winter Strawberry Capital of the World.
“Target is selective when choosing new store locations to ensure we make the best use of our capital from a long-term perspective and build a store that is a good fit for each community where we do business,” said Andrea McCauley, a Target spokeswoman.
So what would it take to attract Target to our town?
This week, the Plant City Observer examines the Minneapolis-based company and analyzes its nearby locations to see whether Plant City is a fit.
THE FACTORS
Target’s site-selection leaders look at a variety of factors when choosing a potential location.
“We identify potential new store opportunities in areas that are underserved or have the potential for new population growth,” McCauley said.
True, Plant City residents feel they are underserved in the retail market. But in terms of population growth, does the community have what it takes?
Plant City’s 2012 estimated population was 35,903. From 2010, the population is estimated to have grown 3.5%.
Brandon and Lakeland, both of which feature Target stores (two in Lakeland), have higher populations. Brandon’s population was 103,483 as of the 2012 census; and the Lakeland Economic Development Council reported Greater Lakeland at 243,202 earlier this year. Moreover, that Lakeland number represents a 20.1% growth rate since 2000.
But population and growth don’t dictate all.
St. Augustine, a Florida city with only an estimated 13,407 city residents and 6,417 in its beach district in 2012, has a Target.
“We analyze extensive data on existing store performance, demographics, competition and market potential to identify areas (that) would be well-served by additional Target store locations,” McCauley said.
THE TARGET SHOPPER
Target’s average shopper is a median age of 40 and has a median household income of about $64,000. Less than half of Target’s shoppers (43%) have children, and more than half (57%) have completed college .
How does Plant City compare? According to the most recent data, the median income of a Plant City household is $47,565. Furthermore, only 17.1% of people older than 25 have a bachelor’s degree or higher.
By comparison, Brandon’s median income is $55,344, while Lakeland’s is lower, at $39,509.
However, although Target’s typical shopper doesn’t match the average Plant City resident, that doesn’t mean Target doesn’t look for other demographics in a location.
Despite a state median household income of $47,827, Target has 123 stores in Sunshine State — making it the third most Target-populated state in the nation. Florida’s stores represent 17,263,000 square feet of the retailer’s 237,847,000 square feet of total national retail space.
Of Florida’s stores, Target notes that its Tampa and Kissimmee locations are popular with foreigners, specifically British vacationers, who find those stores stocked with their favorite foods.
The retailer operates nine stores in Greater Tampa Bay (including St. Petersburg, Town ‘N’ Country, Carrollwood, Riverview and Brandon).
WHERE WOULD A TARGET GO IN PLANT CITY?
Most of Target’s general merchandise stores are about 135,000 square feet. The SuperTarget stores, which also feature a larger grocery selection, are about 174,000 square feet.
The 134,357-square-foot Lakeland location on Harden Boulevard sits on a 13.08-acre parcel, while the Target off U.S. 98 is on 13.6 acres and measures 126,411 square feet.
The smallest location near Plant City is Brandon’s 122,752-square-foot store, which is situated in a strip mall on a 9-acre parcel.
Several new stores opening up this year are bigger than any three of the neighboring Targets. Both in California, a Fresno store will be about 140,000 square feet and a Rocklin store will be about 136,000 square feet. A store in East Kendall, near Miami, will be 173,000 square feet.
“The type of store we build is determined by factors, such as anticipated sales volume, site constraints and the specific needs of a community,” McCauley said.
Plant City Realtor Ken Gibbs said Plant City currently has several land parcels that could accommodate a Target location.
A 19.2-acre parcel at 3018 James L. Redman Parkway is for sale. Currently, it is a cow pasture with two homes. It also has access to water and sewer lines.
But Gibbs cautions retailers from going any farther south, because the access to utilities may be limited or non-existent. There is also not a lot of development farther south. Gibbs said stores such as Target try to stay in high-traffic areas.
“Stores like this usually try and conglomerate where they are together,” Gibbs said. “Development for a Target in Plant City is going to require city water and sewer, high visibility and ease of access.”
To the north of that Redman parcel, there are a number of national and regional retail developments nearby, including Walmart and Lowe’s Home Improvement. Brandon Regional Hospital’s Plant City ER also sits across the street.
Two other parcels that satisfy Target’s size requirement are not for sale. A 30.29-acre plot at the southeast corner of Park Road and Sam Allen Road has just sold. The second is an 18.56-acre parcel at 702 W. Sam Allen Road. Currently, it is the site of a flea market.
Midtown may be another option, Gibbs said. The Sweetbay building would have to undergo renovations to fit the Target brand. The volume of traffic may be another issue with the location.
“Target works closely with local officials and guests to develop stores that complement and support a community’s needs,” McCauley said. “In addition, once a store is opened, we continue to support local communities.”
Contact Amber Jurgensen at ajurgensen@plantcityobserver.com.
EAT MORE CHICKEN
Chick-fil-A is another business Plant City residents would like to see come to town. The franchise has more than 1,700 locations in 39 states and reported $4.6 in sales for 2012.
Like Target, Chick-fil-A looks at a specific market area to select potential store locations.
“It is the natural course of business for us to explore opportunities for future growth,” Public Relations Coordinator Bernard Hendrix said. “We explore options every day, all over the country, that include various demographics, populations, etc.”
