Healdsburg City Council
April 1, 2024

NOW, THEREFORE, BE IT RESOLVED, that the City Council of the City of Healdsburg does hereby;

1. Find that Appliance Replacement Program is not subject to the provisions of the California Environmental Quality Act (CEQA) because Appliance Replacement Program is not a project, since it will not have a direct or reasonably foreseeable indirect impact on the environment.

2. Establish an appliance replacement program for income-restricted multi-family properties largely consistent with the attachment and direct staff to begin program implementation.

PASSED, APPROVED, AND ADOPTED by the City Council of the City of Healdsburg this 1 st
day of April 2024, by the following vote:

AYES: Councilmembers: ( )
NOES: Councilmembers: ( )
ABSENT: Councilmembers: ( )
ABSTAINING: Councilmembers: ( )
SO ORDERED: ATTEST:
_________________________________ ____________________________________ David Hagele, Mayor Raina Allan, City Clerk

9.A.a
Packet Pg. 163 Attachment: Resolution (4307 : Multi-Family Appliance Replacement Program) City of Healdsburg V_3/24
City of Healdsburg Utilities
401 Grove Street
Healdsburg, CA 95448
[email protected]
707-431-3122
Dear Property Manager of [Property Name],
I am writing to inform you of an exciting new program from City of Healdsburg Utilities to help replace old, inefficient appliances with new ENERGY STAR® appliances at your property. The program is currently focusing on refrigerators and dishwashers, and will provide an up to 100% rebate, based on maximum rebate amounts, to help replace qualifying appliances.

If you are interested in participating, please review the attached application and program guidelines.

Once we receive your completed application, Efficiency Services Group will contact you to schedule a pre-assessment and verify eligibility.

There are many other programs also available to your property, and information has been included in this packet for your reference:

California Low Income Weatherization Program (LIWP) for Multi-Family Properties Provides incentives for energy efficiency upgrades and solar installations for qualifying properties. If interested in this program, please submit their Interest Form. We can work with you to incorporate the refrigerator and dishwasher replacement into your LIWP project and/or utilize other City rebate offerings.

Low-Income Home Energy Assistance Program (HEAP)
Administered by North Coast Energy Services in Sonoma County and provides FREE energy efficiency upgrades for your tenants. Each tenant must complete their own application form. We encourage you to complete the property manager authorization form for your whole property to allow any of your interested tenants to participate.

California Clean TECH
Provides upfront incentives for replacing gas appliances with electric heat pump water heaters and heat pump HVAC systems, using a TECH-enrolled contractor. City rebates may be combined with TECH rebates to further offset appliance replacement costs.

If you have any questions, please do not hesistate to ask. Efficiency Services Group can be reached at [email protected] or 1-855-516-2105. We look forward to working with you to increase the energy efficiency at your property!
Thank you,
Terra Sampson
Terra Sampson
Utility Conservation Analyst

9.A.b
Packet Pg. 164 Attachment: Attachment 1: Property Manager Program Packet (4307 : Multi-Family Appliance Replacement Program) City of Healdsburg V_3/24
Multi-Family Appliance Program
Property Manager Program Application
Please complete application, sign, and date.

All information is required to begin program.

CUSTOMER INFORMATION
Utility Account #
(main electric account)
Company Name Phone Number
Contact Name Email Address
Site Address
Mailing Address (if
different from above)

EXISTING BUILDING INFORMATION
Number of Units Year Built
Stories Year Renovated
(if applicable)

PROGRAM INFORMATION
The Multi-Family Appliance Program is for income-restricted multi-family properties serviced by Healdsburg Electric with 20 or more units.

If existing refrigerators and dishwashers are determined to be eligible and meet the program criteria, the program will help cover up to 100% of the costs of replacement with ENERGY STAR® appliances.

In general, existing refrigerators and dishwashers older than 10 years and not already ENERGY STAR certified will qualify.

The program requires a pre-existing assessment of all dwelling units to collect existing equipment brand and model numbers and a postinstallation sampling to verify installed appliances.

Healdsburg Electric will rebate up to 100% of the product and installation costs, based on the maximum amounts outlined below. The property manager may request to receive the product rebate at the time of the appliance order, to help reduce upfront costs. The installation/disposal rebate will be provided to the property manager following the post-inspection.

Single-family properties and multi-family properties with less than 20 units are highly encouraged to apply for the Low Income Home Energy Assistance Program (LIHEAP) or the Low Income Weatherization Program (LIWAP).

PROPERTY MANAGER ROLE
By applying to this program, you acknowledge the property manager responsibilities outlined below:
 Complete the program application
 Coordinate with Efficiency Services Group (ESG) to schedule the pre-assessment  Coordinate all necessary tenant notifications and access for the pre-assessment  If necessary, complete any electrical or plumbing upgrades to meet recommended installation guidelines  Select qualified contractor and utilize pre-assessment report to develop appliance quote (see contractor/retailer list to help with this process)  Coordinate with ESG to ensure selected equipment meets rebate requirements  Finalize appliance order (if desired, request release of product cost rebate at time of appliance order)  Coordinate with selected contractor to schedule the appliance installations with 2 months of appliance order  Coordinate all necessary tenant notifications and access to ensure dwelling units are prepared and accessible for the appliance installations
 Coordinate with ESG to schedule a sampling of post-inspections and submit final invoice with new appliance documentation and proof of proper appliance disposal
 Following appliance replacement, manage any installation or manufacturer warranty issues and claims as necessary
 Ensure that newly installed appliances remain at the property for a minimum of 10 years

APPLICATION SUBMISSION
Completed applications are requested by July 1, 2024. Pre-assessment scheduling will be completed on a first-come first-served basis.

Mail or email completed application and any additional information (if applicable) to the address below.

City of Healdsburg
Attn: Conservation
401 Grove Street
Healdsburg, CA 95448-4723
Email: [email protected]

9.A.b
Packet Pg. 165 Attachment: Attachment 1: Property Manager Program Packet (4307 : Multi-Family Appliance Replacement Program) City of Healdsburg V_3/24

MEASURE MAXIMUM REBATE
ENERGY STAR Most Efficient Refrigerator (<23 cu ft)
Must have automatic defrost, top freezer preferred
May be no more than 2 cu ft larger than existing refrigerator Up to $900 per unit
ENERGY STAR Dishwasher Up to $525 per unit
Refrigerator installation and disposal, averaged cost Up to $100 per unit average Dishwasher installation and disposal, averaged cost Up to $175 per unit average Property Management is responsible for any costs exceeding the rebate amounts specified above.

If installation/disposal fees are not charged for separately (e.g., are incorporated as part of the product cost), the per unit average may be added to the product maximum rebate amount. The installation/disposal per unit average amount will not be released until project verification.

Upon signing this agreement, customer acknowledges the following:

Property owner and/or manager acknowledges and agrees to the responsibilities outlined above. Customer agrees to provide on-site access in relation to Program. City of Healdsburg (City) reserves the right to inspect completed work and installed measures. Customer understands that site information will be shared between City and program administrator. Customer certifies that they are familiar with, and agree to, the standards regarding this program. If project is not completed, Customer acknowledges responsibility to return to the City any rebate amounts already issued in association with the project.

City disclaims any warranty, whether expressed or implied, for any materials or labor associated with installation, maintenance, or repair.

City does not guarantee any energy or water savings or cost savings associated with the measures.

The Customer shall protect, indemnify, defend, and hold harmless the Program (including the City and its agents) from and against all liabilities, losses, claims, damages, judgments, penalties, causes of action, costs and expenses (including, without limitation, attorney’s fees and expenses) imposed upon or incurred by or asserted against the Parties resulting from, arising out of or relating to the performance of this Application. City and its agents will not accept any liability resulting from participation in this Program. This Program offer may be changed or discontinued at any time by City.

I understand the above and certify that I am the property owner and/or manager and agree to install eligible energy efficiency measures at the location indicated on this application.

CUSTOMER SIGNATURE DATE

9.A.b
Packet Pg. 166 Attachment: Attachment 1: Property Manager Program Packet (4307 : Multi-Family Appliance Replacement Program) City of Healdsburg V_3/24
Appliance Product Rebate Request
Please complete this form and sign.

All information is required to process rebate(s).

Customer Information
Utility Account #
(main electric account)
Phone
Company &
Contact Name Email
Installation
Address
City State & Zip
REBATE
AMOUNT $
REBATE
TYPE Appliance Product Rebate

REBATE REQUEST INSTRUCTIONS
Customer must complete this form, sign and date below in order to receive the appliance product rebate at the time of appliance order.

The product rebate will only be released once appliance selection is confirmed and an installation date has been scheduled.

The quote/invoice must show the selected product(s) and their costs. The installation/disposal rebate will be sent to the Property Manager / Owner once the post-installation verification is completed.

Make product rebate check payable and mail directly to:

Mailing Information
Company Name
Mailing Address
City State & Zip
Business Phone Email
Appliance selection is confirmed and meets program requirements.

Appliance installation has been scheduled for ________________.

By signing below, customer requests the City to provide the product rebate at the time of the appliance order.

Customer acknowledges contractor will install energy efficiency measure(s) that meet City of Healdsburg program specifications at the address above on the date indicated. Customer will notify the City of any delays to the installation date. Customer also acknowledges that they are responsible for ensuring the project meets all program standards, and that payment is not due until program standards are met. Customer agrees to allow City of Healdsburg (City), or its agent, to inspect the products and contractor’s work. Customer also certifies that the measure(s) are to be installed within City’s service territory. Customer agrees to release City from any liability associated with the work completed by contractor, and recognizes that in no way is the Utility responsible for the safety or satisfactory performance of the contractor’s work. City will not accept any liability resulting from participation in this program. If project is not completed, Customer acknowledges responsibility to return to the City any rebate amounts already issued in association with the project. _______________________

CUSTOMER SIGNATURE DATE
Allow 4–8 weeks for rebate processing.

9.A.b
Packet Pg. 167 Attachment: Attachment 1: Property Manager Program Packet (4307 : Multi-Family Appliance Replacement Program) City of Healdsburg V_3/24

PROJECT INFORMATION (FOR INTERNAL USE)
Electricity Consumed last 12 months kWh Water Consumed last 12 months HCF Project Description
Estimated Savings
Electricity kWh Demand kW
Natural Gas therms Water gallons
Appliances
Replaced Refrigerators Dishwashers Total
Rebate Costs
Refrigerators $ Dishwashers $ Total $
Install/Disposal $ Install/Disposal $ Total $
Total Costs Refrigerators +
Install/Disposal $
Dishwashers +
Install/Disposal $ Total $

DATE APPROVED BY NOTES
Application Received
Pre-Assessment
Scheduled
Pre-Assessment
Completed
Pre-Assessment Report
Provided to PM
Quote Reviewed
Product Rebate Provided
Installation Completed
Post-Install Sampling
Scheduled
Post-Install Sampling
Completed
Installation Rebate
Provided
Required Documentation
Completed
Completed Application (PM)
Pre-Assessment Spreadsheet/Report (ESG)
Appliance Replacement Quote/Invoice (PM)
Product Rebate Request Form (PM, if applicable)
Post-Install Sampling Verification (ESG)
Savings Report (ESG)
Final Invoice (PM)
Proof of Proper Disposal (PM, from contractor)

9.A.b
Packet Pg. 168 Attachment: Attachment 1: Property Manager Program Packet (4307 : Multi-Family Appliance Replacement Program) City of Healdsburg V_3/24
Multi-Family Appliance Program
Program Guidelines
Introduction
The City of Healdsburg Electric Utility Department (EUD) offers a variety of energy efficiency programs to its customers. To better serve low-income residents, the EUD is implementing an appliance replacement program for up to 8 income-restricted multi-family properties within its service area of ENERGY STAR Most Efficient refrigerators and ENERGY STAR dishwashers. The program administration will be run by Efficiency Services Group (ESG), which will also document existing appliances and verify participation eligibility for the properties.

Program Overview
The installation of ENERGY STAR Most Efficient and ENERGY STAR appliances to replace existing refrigerators and dishwashers, respectively, will save EUD customers money on their utility bills and align with goals outlined in the City of Healdsburg’s Climate Mobilization Strategy. The program will work to identify additional energy savings and greenhouse gas (GHG) reduction opportunities by documenting other appliances that may be eligible for future offers from EUD.

Eligibility
This offer is available to those income-restricted multi-family properties identified by the EUD that have not had a known major appliance renovation within ten years. The focus will be on larger properties of 20 units or more.

ESG will be responsible for initial site assessments of individual income-restricted multi-family properties and their apartment units. ESG will coordinate scheduling with the property manager and the property manager will be expected to coordinate with tenants and provide all necessary notices. During the site assessment, ESG will complete an appliance inventory, collecting size/capacity/color, dimensions, model information, manufacture date, and location for existing refrigerators and dishwashers. Additional appliance documentation will be captured according to the data fields outlined in the example Site Appliance Inventory. ESG will also verify that the current appliances meet the replacement criteria. Refrigerators and dishwashers will qualify for the rebate if:

1. Existing refrigerators and dishwashers have a manufacture date of 2014 or older and are not ENERGY STAR certified.

2. Existing units must be currently operating and installed in the dwelling unit.

Units will not qualify for the rebate if:

1. Units are portable, on loan to the occupant, or rented.

2. The units’ electrical outlets and plumbing connections do not meet installation criteria or pose a hazard and cannot be repaired. (If repair is possible, property owner will have 90 days to make repairs and qualify for the rebate.)

3. No appropriate location is available, including one or more of these criteria:
• Inadequate access is available to facilitate installation. • Flooring is structurally inadequate to support the weight of the unit. • Clearance requirements cannot be met.
• Appliances cannot be installed in a level, plumb, and stable condition.

Implementation

1. As each site is confirmed for eligibility and participation, ESG will provide the Property Manager (PM) with a Report listing the refrigerator and dishwasher unit types and quantities for replacement for the individual multi-family property.

2. The PM is responsible for selecting a qualified contractor with a City business license for installation charges and developing the appliance quote. (See retailer/contractor list to help with this process.) The PM is encouraged to share the quote with ESG to review for confirmation that selected appliances meet rebate criteria.
a. Replacement model features are encouraged to be as similar as possible to the existing appliances (e.g., if the existing refrigerator has an ice maker, efforts should be made to select a new model with an ice maker).

9.A.b
Packet Pg. 169 Attachment: Attachment 1: Property Manager Program Packet (4307 : Multi-Family Appliance Replacement Program) City of Healdsburg V_3/24
b. For refrigerators, preference is for replacement models with top freezers and size capacity within 2 cubic feet of the existing model, but no larger than 23 cubic feet. ADA accessible dwelling units should be considered for bottom or side by side freezers. c. All replacement models must be ENERGY STAR Most Efficient labeled for refrigerators and ENERGY STAR labeled for dishwashers.
d. PM shall notify ESG and EUD using the Product Rebate Request Form to request that product cost rebate be provided to PM at time of appliance order. (If project is not completed, product cost rebate amount must be returned to the City.)

3. PM will be responsible for scheduling delivery and installation with their selected contractor, as well as collecting documentation of proper disposal of the existing appliances from their contractor.

4. The property manager will be expected to coordinate with tenants and provide all necessary notice for installation.

5. PM will notify ESG of the installation schedule to coordinate post-installation inspections.

6. ESG will inspect 20% of installs for quality assurance (QA) and to gather post-installation feedback from tenants/occupants.

7. PM will send invoices, disposal documentation, and any other related documentation via email ([email protected]) to ESG.

8. Upon QA confirmation and receipt of final documentation, ESG will send the monthly activity report with kWh savings estimates and invoice to EUD for release of rebate to PM. Allow 4-8 weeks for rebate processing.

Savings Assumptions
Refrigerator kWh savings assumptions will be determined by comparing the appropriate ENERGY STAR Flip Your Fridge estimation for the existing appliance with the actual ENERGY STAR information for the replacement appliance.

Annual savings are expected to be approximately 600 kWh on average, totaling 188,800 kWh savings and 32 MT CO2e savings for 320 refrigerators. This is estimated to cost $2.08 per kWh saved and $12,191 per MT CO2e saved.

Dishwasher kWh savings assumptions will be determined by comparing the ACEEE ‘How Energy Efficient Are Modern Dishwashers? white paper for old appliances with the actual ENERGY STAR information for the replacement appliances. Annual savings are expected to be approximately 200 kWh and 600-1,400 gallons on average, totaling 52,210 kWh savings, 9 MT CO2e savings, and 212,635 gallon savings for 230 dishwashers.

This is estimated to cost $4.48 per kWh saved, $26,254 per MT CO2e saved, and $1.10 per gallon saved.

For both refrigerators and dishwashers, it will be assumed that the appliance would not have otherwise been replaced in the upcoming 5 years.

Recommended Minimum Installation Guidelines
The measure shall be installed according to the manufacturer’s requirements and specifications, local building code, and current California Energy Commission (CEC) Title 20 requirements.

Access, Location, and Fit

1. The floor should be structurally adequate to safely support the appliance.

2. Appliance should fit in the available space without blocking access to light switches, cabinets, etc.

3. Clearances should meet the manufacturer's specifications.

4. New appliances should be installed in a level, plumb, and stable position. a. Adjust leveling devices on the appliances accordingly. b. Supplementary supports (e.g., shims) should be used as needed.

Grounded Receptacles

1. New appliances should not be connected to 2-prong, ungrounded, outlets.

2. A 2-prong receptacle should be replaced by the property owner with a new properly grounded 3-prong receptacle.
• Replaced receptacles should be properly grounded in conformance with the California Electrical Code (CEC) and local code.
• See CEC section 406.4(D)(2) for permitted Non-Grounding-Type Receptacles replacement.

Electrical Considerations

9.A.b
Packet Pg. 170 Attachment: Attachment 1: Property Manager Program Packet (4307 : Multi-Family Appliance Replacement Program) City of Healdsburg V_3/24

1. Wiring must be safe, intact, and properly sized with adequate overcurrent protection to support the appliance installation.
• A GFCI-protected circuit receptacle or outlet operated by a switch should not be used for appliance installation.
• GFCI Protection is required at all receptacles located within 6 ft of the top inside edge of the bowl of the sink (dishwashers, garbage disposals, etc.), according to CEC 210.8(A)(7). The appliance outlet needs to be located to be accessible to plug (i.e., in the adjacent cabinet next to appliance).

2. A broken or missing receptacle or outlet should be replaced before the appliance is installed.

3. Appliances should be plugged directly into a single-plug or duplex receptacle (multi-plug or 3-prong adapters should not be used to connect new appliances).

4. If a duplex receptacle is used, a maximum of one other appliance may be plugged into the other outlet. • The second outlet should not be used by a high-wattage appliance.

5. A maximum amperage draw of the appliance plus the other connected appliance should not exceed 80% of circuit capacity (determined by conductor gage and overcurrent protection rating, i.e., 14 AWG wires with 15-amp breakers).

Recommended Post-Installation Guidelines
Operational Checks

1. Verify that the appliances are operating properly.

2. Check for any water leaks at plumbing connections.

3. Check that all seals are functioning properly.

4. Clean-up install area during and after installation, including vacuum/sweep area before inserting new appliance.

5. PM must provide documentation of proper disposal to ESG as part of the final invoicing process.

Client Education

1. Demonstrate how to use new appliances and set efficient temperature controls for refrigerators and efficiency settings for dishwashers.

Priority Properties
Property Name Location Year Built # of Units Household Type Fitch Mountain
Terrace I
710 South Fitch
Mountain Road
1984 40 senior 62+ or
disabled
Fitch Mountain
Terrace II
725 Heron Drive 1989 20 senior 62+ or
disabled
Foss Creek
Apartments
40-62 West Grant
Street
2010 64 all ages,
homeless, special
needs
Harvest Grove 293 West Grant
Street
1996 44 farm labor, all
ages
Oak Grove
Apartments
1578 Grove Street 2000 81 all ages
Parkland Senior
Apartments
1661 Rosewood 1999 23 senior
L&M Village 70 Healdsburg Ave Remodeled 2022 22 homeless Monte Vina
Apartments
1302 Prentice Dr 1977 23 all ages
Additional properties may be considered depending on program implementation and funding.

Adapted from the City of Redding Low Income Weatherization Program Guidelines and CA Department of Community Services and Development Low-Income Weatherization Program Standards 2016.

9.A.b
Packet Pg. 171 Attachment: Attachment 1: Property Manager Program Packet (4307 : Multi-Family Appliance Replacement Program) City of Healdsburg V_3/24
Refrigerator and Dishwasher Appliance
Retailers/Contractors
The following list is intended to provide Property Managers with information to help with their participation in the Appliance Replacement Program. The list includes appliance retailers/contractors in the surrounding area.
(List is in development. List will be included in mailed property manager packet and posted on webpage.) Retailer/
Contractor
Contact
Phone
Number
Contact
Email
Address
Keep ProgramQualified
Appliances in
Stock
Bulk Discount
Available for
Purchases of 20+
Appliances
Provide Haul
Away for
Proper
Disposal
Note: The City does not endorse any specific vendor for appliance purchases. This list is for informational purposes only. Retailer/Contractors are listed alphabetically and the order does not represent any preference or priority.

Retailers/Contractors can write to [email protected] to be included in the list or to update their information. To be added to the list, Retailer/Contractor must have the ability to supply and install ENERGY STAR Most Efficient refrigerators and ENERGY STAR dishwashers.

Updated XX/XX/2024.

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Packet Pg. 172 Attachment: Attachment 1: Property Manager Program Packet (4307 : Multi-Family Appliance Replacement Program) City of Healdsburg V_
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Packet Pg. 173 Attachment: Attachment 1: Property Manager Program Packet (4307 : Multi-Family Appliance Replacement Program) City of Healdsburg V_
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Packet Pg. 174 Attachment: Attachment 1: Property Manager Program Packet (4307 : Multi-Family Appliance Replacement Program) City of Healdsburg V_
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Packet Pg. 175 Attachment: Attachment 1: Property Manager Program Packet (4307 : Multi-Family Appliance Replacement Program) City of Healdsburg V_
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9.A.b
Packet Pg. 176 Attachment: Attachment 1: Property Manager Program Packet (4307 : Multi-Family Appliance Replacement Program) City of Healdsburg V_3/24
Multi-Family Appliance Program
Pre-Assessment Report

PROPERTY INFORMATION
Property Name Contact Name
Installation Address
Total Number of
Qualifying
Refrigerators:

Existing Refrigerator
Type
(Color/Freezer/Features)
Floor
(Elevator
Yes/No)
Number
of Units
Apartment
Numbers
Max Width
(inches)
Max Height
(inches) Max Depth (inches) Capacity (cu ft)
[Entered by Program
Administrator]
[Entered by
Program
Administrator]
[Entered
by
Program
Administra
tor]
[Entered by
Program
Administrator]
[Entered by
Program
Administrator]
[Entered by
Program
Administrator]
[Entered by Program
Administrator]
[Entered by Program
Administrator]
[Entered by Program
Administrator]
[Entered by
Program
Administrator]
[Entered
by
Program
Administra
tor]
[Entered by
Program
Administrator]
[Entered by
Program
Administrator]
[Entered by
Program
Administrator]
[Entered by Program
Administrator]
[Entered by Program
Administrator]
[Entered by Program
Administrator]
[Entered by
Program
Administrator]
[Entered
by
Program
Administra
tor]
[Entered by
Program
Administrator]
[Entered by
Program
Administrator]
[Entered by
Program
Administrator]
[Entered by Program
Administrator]
[Entered by Program
Administrator]
[Program Administrator to add more rows as needed]
Total Number of
Qualifying
Dishwashers:

Existing Dishwasher Type
(Color/Compact/Standard
Size/Features)
Floor
(Elevator
Yes/No)
Number
of Units
Apartment
Numbers
Max Width
(inches)
Max Height
(inches) Max Depth (inches) Capacity (cu ft)
[Entered by Program
Administrator
[Entered by
Program
Administrator
[Entered
by
Program
Administra
tor]
[Entered by
Program
Administrator
[Entered by
Program
Administrator
[Entered by
Program
Administrator
[Entered by Program
Administrator
[Entered by Program
Administrator
[Entered by Program
Administrator
[Entered by
Program
Administrator
[Entered
by
Program
Administra
tor]
[Entered by
Program
Administrator
[Entered by
Program
Administrator
[Entered by
Program
Administrator
[Entered by Program
Administrator
[Entered by Program
Administrator
[Entered by Program
Administrator
[Entered by
Program
Administrator
[Entered
by
Program
Administra
tor]
[Entered by
Program
Administrator
[Entered by
Program
Administrator
[Entered by
Program
Administrator
[Entered by Program
Administrator
[Entered by Program
Administrator
[Program Administrator to add more rows as needed]

9.A.b
Packet Pg. 177 Attachment: Attachment 1: Property Manager Program Packet (4307 : Multi-Family Appliance Replacement Program) Site Appliance Inventory Form (Example
Fields in List Format)
Reference Number (automatically
generated through Form Platform)
Form Name
Form Version
Program Name
Employee Name
Employee Name (Secondary)
Property Name
Property Contact First Name
Property Contact Last Name
Property Contact Phone Number
Property Contact Email Address
Site Visit Date
Occupant First Name
Occupant Last Name
Occupant Phone Number
Occupant Email Address
Site Address
Apartment/Unit Number
Floor
House Type
Water Heater Fuel
Water Heater Type
Max Width (inches)
Max Height (inches)
Water Heater Size (Gallons)
Water Heater Location
Photo of Water Heater
Photo of Water Heater Nameplate
Clothes Dryer: Electric Location
Clothes Dryer: Gas Location
Max Width (inches)
Max Height (inches)
Max Depth (inches)
Size/Capacity (cu ft)
Style
Brand
Model
Year (if available)
Already ENERGY STAR (Y/N)
Photo of Clothes Dryer
Photo of Clothes Dryer Nameplate
Clothes Washer: Front Location
Clothes Washer: Top Location
Max Width (inches)
Max Height (inches)
Max Depth (inches)
Size/Capacity (cu ft)
Style
Brand
Model
Year (if available)
Already ENERGY STAR (Y/N)
Photo of Clothes Washer
Photo of Clothes Washer Nameplate
Dishwasher: Location
Max Width (inches)
Max Height (inches)
Max Depth (inches)
Size/Capacity (cu ft)
Style
Brand
Model
Year (if available)
Already ENERGY STAR (Y/N)
Photo of Dishwasher
Photo of Dishwasher Nameplate
Cooktop/Range: Electric Location
Cooktop/Range: Gas Location
Max Width (inches)
Max Height (inches)
Max Depth (inches)
Size/Capacity (cu ft)
Style
Brand
Model
Year (if available)
Already ENERGY STAR (Y/N)
Photo of Cooktop/Range
Photo of Cooktop/Range Nameplate
Refrigerator: Location
Refrigerator: Color
Max Width (inches)
Max Height (inches)
Max Depth (inches)
Size/Capacity (cu ft)
Style (Freezer Location: Ice Maker: Special
Features)
Brand
Model
Year (if available)
Already ENERGY STAR (Y/N)
Photo of Refrigerator
Photo of Refrigerator Nameplate
Number of Window AC Units
Photo of Window AC Nameplate
Foundation Type
Primary Heat Fuel
Primary Heat System Type Location
Secondary Heat Fuel
Secondary Heat System Type Location
Central Air Conditioning
Photo of Primary Heating/Cooling System
Type
Drafty Windows and/or Doors
General Photo Notes
Notes/Comments/Installation Challenges
Customer Signature

9.A.b
Packet Pg. 178 Attachment: Attachment 1: Property Manager Program Packet (4307 : Multi-Family Appliance Post
-Assessment Form (Example Fields
in List Format)
Reference Number (automatically
generated through Form Platform)
Form Name
Form Version
Program Name
Employee Name
Employee Name (Secondary)
Property Name
Property Contact First Name
Property Contact Last Name
Property Contact Phone Number
Property Contact Email Address
Site Visit Date
Occupant First Name
Occupant Last Name
Occupant Phone Number
Occupant Email Address
Site Address
Apartment/Unit Number
Dishwasher: Location
Style
Brand
Model
Photo of Dishwasher
Photo of Dishwasher Nameplate
Refrigerator: Location
Refrigerator: Color
Style
Size (cu ft)
Brand
Model
Photo of Refrigerator
Photo of Refrigerator Nameplate
General Photo Notes
Notes/Comments
Customer Signature

9.A.b
Packet Pg. 179 Attachment: Attachment 1: Property Manager Program Packet (4307 : Multi-Family Appliance

CITY OF HEALDSBURG

CITY COUNCIL AGENDA STAFF REPORT
MEETING DATE: April 1, 2024
SUBJECT: Presentation of Sales Tax Capture and Leakage Analysis PREPARED BY: Jeff Kay, City Manager
STRATEGIC INITIATIVE(S):

Establish Proactive Policies/Programs to Continue to Promote Economic Diversity & Sustainable Growth
RECOMMENDED ACTION(S):

Receive presentation on Sales Tax Capture and Leakage Analysis and provide direction to staff.

COMMUNITY ENGAGEMENT/OUTREACH:

The completion of the Sales Tax Capture and Leakage Analysis is the result of a City Council Strategic Goal for Fiscal Year 2023-24 that seeks to better understand the City’s retail sales tax base. Building upon the information gathered through this analysis, the City will work with the Healdsburg Chamber of Commerce and other stakeholders to increase awareness of existing businesses as well as opportunities for businesses to locate, expand to, or grow in Healdsburg.

BACKGROUND:

Retailers engaged in business in California must pay the state’s sales tax, which applies to all retail sales of goods and merchandise except those sales specifically exempted by law. The Bradley Burns Uniform Local Sale and Use Tax Act of 1955 allows cities in California to collect sales and use taxes of 1% in their jurisdictions. In addition to that amount, the City of Healdsburg collects a 0.5% transactions tax (Measure T) which augments available funding for City services.

The sales tax within the City of Healdsburg is 9%, and is allocated as follows:

State
State General Fund: 3.9375%
City
General Fund (Bradley-Burns) 1.0%
Measure T (Transaction Tax) 0.5%
Sonoma County

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Public Safety 0.50%
Realignment 1.5625%
Transportation 0.25%
Library 0.125%
Parks 0.125%
Mental Health and Homelessness 0.25%
Transportation Authority 0.25%
SMART 0.25%
Ag and Open Space 0.25%
The 1.5% sales and transaction tax received by City resulted in $8.8 million in General Fund and Measure T revenue for fiscal year 2022-23, funding critical services including but not limited to Fire, Police, Planning and Building, and Streets maintenance and repair. Sales Tax is the largest contributor to General Fund revenue, accounting for approximately 32%.

While most sales tax is allocated to jurisdictions based on the location of the retail establishment (“point of sale”), internet sales and some other activities are allocated through a County Pool.

The County Pool is distributed proportionately based on an agency’s share of the “brick and mortar” sales within the County. Currently, Healdsburg receives about 5% of the Sonoma County Pool and revenues from the County Pool comprise about 17% of the total sales tax that the City receives.

In addition to its importance as a source of revenue for municipal operations, sales tax revenue provides a window into the City’s economy. City staff regularly review sales tax data in order to understand the strengths and weaknesses in the City’s business climate and to forecast future revenues as accurately as possible. The report is focused on using sales tax data to better understand the economic implications of this data.

It is worth noting that sales tax revenue provides insight into only a portion of the local economy.

In general, purchases of goods are subject to sales tax but spending on services is not. In recent decades, economic activity in California has shifted away from goods and toward services. In 1979, consumers spent slightly more than half of each dollar on taxable items. Today, that figure is less than a third. This trend has implications for City finances because sales tax revenues are growing slower than the economy as whole. For the purposes of this analysis, it is helpful to remember that it provides insight primarily into retail activities.

DISCUSSION/ANALYSIS:

The City receives detailed data from the State of California with each sales tax distribution.

There are limits on how that information can be shared publicly in order to prevent dissemination of information that could be used to determine the revenue of individual businesses, but it is still possible to aggregate the data in useful ways. Specifically, reviewing data by industry section can provide insight into the strengths and weaknesses of the City’s economy.

The following shows Healdsburg’s quarterly sales tax revenue by major industry category over the past three years.

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As shown in the chart above, Restaurants and Hotels comprise the largest sector in terms of sales tax generation, narrowly eclipsing Autos and Transportation. Historically, the latter sector has been a larger revenue generator, but auto sales have slipped in recent months, which is consistent with industry-wide trends resulting from supply chain issues and a softening of the market after a strong post-pandemic surge. Business and Industry and Building and Construction are the next largest sectors, not including the County Pool. Of note, three of the top four sectors are unrelated to the tourism and hospitality sectors.

Capture and Leakage Analysis
A sales tax capture and leakage analysis compares actual sales within a jurisdiction to the demand associated with the local population. In other words, the study estimates how much spending the community would be expected to make in various sectors and then compares that to the sales tax revenue that is actually generated in the jurisdiction. If the sales in a given sector are less than what the community would be expected to spend, it is assumed that the community is “leaking” sales to outside jurisdictions. If the sales are greater than expected, the jurisdiction is “capturing” sales from outside consumers.

In reality, almost every community will capture sales in some areas and leak sales in others.

Consumers are used to traveling to other places to purchase certain products. Small communities in particular will never have every retail option needed to serve the local consumer population.

The analysis is useful for determining if the City is an importer or exporter of sales tax in the aggregate. It can also help to identify areas where the City is particularly strong or weak. That

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data can be useful for crafting economic development strategies that either build on strengths or seek to mitigate weaknesses.

To support the adopted City Council goal of completing a Capture and Leakage Analysis, City staff commissioned HdL ECONSolutions to prepare an Insight Market Analysis which is attached to this report. That document takes a detailed look at Healdsburg’s demographics to create a Consumer Demographic Profile, based on factors like age, employment status, and income. The study also compared Healdsburg’s consumer profile and spending to St. Helena and Sonoma, neighboring cities with comparable sizes and demographics.

The Insight Market Analysis then compared Healdsburg’s spending power with the actual sales activity that takes place in the City, categorized by both establishment types (e.g. grocery, shoe stores, etc.) and major product lines (e.g. men’s wear, jewelry, etc.). The variance between potential/expected and actual sales indicates the capture and leakage by sector.

A key takeaway from the report is that, in the aggregate, Healdsburg is a major importer of sales activity, experiencing $490.7 million in annual taxable sales (“market supply”), relative to $333.9 million in consumer demand from the City’s local population. Based on that data, one can conclude that roughly a third of Healdsburg’s taxable economic activity comes from outside the City.

The following tables show capture and leakage for selected sectors in terms of total dollars of sales and percentage of local demand. More detailed information is in the attached report and larger versions of these tables are included in the attached presentation.

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An industry sector with capture/leakage of $0 or 0% is one that is generating exactly the amount of sales one might expect given the characteristic of the local consumer base. That does not necessarily mean that only locals are shopping there, but it suggests that the sales leaked to other jurisdictions are essentially canceled out by the sales imported from visitors. A capture of 100% suggests that actual sales are twice what one would expect based on local demand and the dollar amount of that capture indicates the amount of sales in excess of the expected amount.

Some conclusions from the tables above are probably obvious to locals and people familiar with the community. Healdsburg is “leaking” $4.6 million, or 100%, of potential department store sales because it does not have any department stores. Healdsburg is also leaking sales in grocery, other auto sales (i.e. not consumer cars and trucks), furniture, electronics/appliances, and shoe stores.

Healdsburg is capturing sales in far more sectors, led by automotive dealers, building materials, restaurants, beer/wine liquor stores, and gasoline stations. By far, the greatest capture, in absolute dollars, comes from auto sales with over $48 million in sales above local demand.

Overall, the data shows a very strong local economy that is also more diversified than many people may realize.

Implications from this Data
Although this information can help to inform economic strategies, it is not a substitute for a community-driven plan and it does have some limitations.

Business Attraction
One potential inference from the data is that Healdsburg has an opportunity to attract businesses in the sectors that are currently seeing sales leakage. That could be misleading. First, it is not a foregone conclusion that the community wants to have all types of businesses. Healdsburg leaks all potential department store sales because the community has structured land use policy to preclude that type of business. The community may be fine with forgoing that particular type of economic activity in spite of the lost revenue potential. Further, just because the community is leaking sales in one sector does not mean it has sufficient demand to support a store in that sector. Using the same example, it is unlikely that Healdsburg’s consumer demand is adequate to support a local department store unless it could also import shoppers from surrounding communities.

Most significant in terms of business attraction, it generally isn’t feasible for a community to attract new businesses by simply reaching out to potential companies and alerting them to the opportunity. Large corporate entities have sophisticated metrics they use to evaluate market demand and are unlikely to shift their strategy simply because a community expresses interest.

Often the best approach a city can take is to prime the pump for desired business types by ensuring that zoning, building stock, and parking availability are in place to support them. When desired businesses do express interest, a city government can be effective in helping to close the deal by making permitting and regulatory hurdles as painless as possible.

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Business Retention
Cities can be more effective when it comes to appreciating and supporting the businesses that fuel their economies. The capture and leakage analysis shows several areas of particular strength in Healdsburg. Although the data does not reference specific companies or businesses it shows sectors that are strong sources of sales, employment and tax revenue. The City, and the Chamber of Commerce, may be able to use this data to identify opportunities to connect with businesses and check in to make sure they are appreciated, consulted on relevant policy discussions, and given an opportunity to seek assistance when needed.

Economic and Revenue Forecasting
This analysis also gives insight into how susceptible the City is to economic cycles and trends.

Sales tax, in general, is more volatile than many other City revenues sources. Seasonal variability can be significant for many industries and economic booms and busts can result in major changes to sales activity. By understanding areas of economic strength, the City can put revenue shifts in the context of larger forces. As noted earlier in this report, an industry-wide slump in car sales is currently showing up in the City’s revenues. Recent swings in gas prices have also had an impact. By understanding the makeup of the full local economy, it is easier to determine if revenue shifts are the result of micro-trends are a larger structural change in the local economy.

Next Steps
This report is for informational purposes only but may lead to subsequent City efforts based on City Council direction. The City’s Professional Services Agreement with the Chamber of Commerce for 2023-24 includes a Small Business Recognition and Awareness Campaign that will “develop targeted marketing and recognition for businesses in town and help the community learn more about existing Healdsburg businesses and support local shopping options.” Although the Capture and Leakage Analysis does not refer to specific businesses, it does indicate several sectors where Healdsburg has strong local businesses worthy of recognition and support. It may also indicate some sectors where local businesses could potentially do better, and therefore potentially benefit from a “Shop Local” campaign.

ENVIRONMENTAL STEWARDSHIP:

This report is for information only and has no environmental impact at this time.

FISCAL IMPACT:

There is no fiscal impact associated with this report. The fiscal impacts of sales tax revenue in general are described in detail above.

ATTACHMENT(S):

City of Healdsburg 2024 Capture and Leakage Report
4-1-24 Sales Tax Analysis

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CITY OF HEALDSBURG, CA
Submitted by:

ECONSolutions by HdL
120 S. State College Blvd., Suite 200
Brea, CA 92821
www.hdlcompanies.com
Contact:

Barry Foster
714-879-5000
[email protected]

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Packet Pg. 187 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Analysis) Healdsburg
Population 11,200
Daytime Population 13,467
Households 4,476
Average Age 45.3
Average HH Income $130,425
White Collar (Residents) 55.4%
College Degree & Above 47.6%
12 www.hdlcompanies.com 714.879.5000

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Packet Pg. 188 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage

CITY OF HEALDSBURG
Restaurants - Casual Dining & Fast Casual
This map includes the restaurants under the CASUAL DINING & FAST - CASUAL RESTAURANTS categories. www.hdlcompanies.com 714.879.5000 ...

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Packet Pg. 189 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage CITY O

F HEALDSBURG
Restaurants -Fine Dining
This map includes FINE DINING Restaurants
www.hdlcompanies.com 714.879.5000 ...

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Packet Pg. 190 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage

CITY OF HEALDSBURG
Restaurants - Quick Service Restaurants
This map includes the restaurants under the QUICK SERVICE RESTAURANTS category. www.hdlcompanies.com 714.879.5000 ...

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Packet Pg. 191 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage

CITY OF HEALDSBURG
Retail - Apparel & Shoes
*This map includes the retail businesses under APPAREL & SHOES categories. www.hdlcompanies.com 714.879.5000 ...

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Packet Pg. 192 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage

CITY OF HEALDSBURG
Retail
*This map includes the retail businesses under categories: VARIETY STORES, ART/GIFT/NOVELTY STORES/ SPORTING GOODS/BIKE STORES/FLORIST SHOPS/MUSIC

STORES / STATIONERY/BOOK STORES/JEWELRY STORES/HOME FURNISHINGS/ELECTRONICS/APPLIANCE STORES www.hdlcompanies.com 714.879.5000 ...

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Packet Pg. 193 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage

CITY OF HEALDSBURG
Markets/ Drug Stores
MARKETS refers to MARKETS,GROCERY STORES and DRUG- PHARMACY stores www.hdlcompanies.com 714.879.5000 ...

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Packet Pg. 194 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage City of Sonoma
Sonoma
Population 10,599Daytime Population 13,659Households 4,932Average Age 50.6Average HH Income $123,864White Collar (Residents) 75.5% College Degree & Above 47.7%
1 2
www.hdlcompanies.com 714.879.5000 ... 9.B.a Packet Pg. 195 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage City of St. Helena
St. Helena
Population 5,345Daytime Population 10,902Households 2,300Average Age 46.6Average HH Income $181,196White Collar (Residents) 76.6% College Degree & Above 59.4%
1 2
www.hdlcompanies.com 714.879.5000 ... 9.B.a Packet Pg. 196 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Consumer Demographic Profile
Site: Healdsburg / St. Helena / Sonoma Date Report Created: 1/2/2024 #%#%#%
Market StatsPopulation 11,200 --- 5,345 --- 10,599 ---
5 Year Projected Pop 11,337 --- 5,489 --- 10,588 ---Pop Growth (%) 1.2% --- 2.7% --- -0.1% ---Households 4,476 --- 2,300 --- 4,932 ---5 Year Projected HHs 4,537 --- 2,364 --- 4,929 ---HH Growth (%) 1.4% --- 2.8% --- -0.1% ---Census Stats 2000 Population 10,976 --- 5,836 --- 9,630 --- 2010 Population 11,330 --- 5,430 --- 10,619 --- Pop Growth (%) 3.2% --- -7.0% --- 10.3% --- 2000 Households 4,024 --- 2,332 --- 4,551 --- 2010 Households 4,523 --- 2,337 --- 4,941 --- HH Growth (%) 12.4% --- 0.2% --- 8.6% ---Total Population by Age Average Age 45.3 46.6 50.6 19 yrs & under 2,010 17.9% 950 17.8% 1,529 14.4% 20 to 24 yrs 858 7.7% 429 8.0% 694 6.5%
25 to 34 yrs 1,189 10.6% 487 9.1% 870 8.2% 35 to 44 yrs 1,343 12.0% 555 10.4% 1,036 9.8% 45 to 54 yrs 1,326 11.8% 687 12.9% 1,195 11.3% 55 to 64 yrs 1,609 14.4% 720 13.5% 1,572 14.8% 65 to 74 yrs 1,603 14.3% 758 14.2% 1,785 16.8% 75 to 84 yrs 963 8.6% 540 10.1% 1,370 12.9% 85 + yrs 300 2.7% 219 4.1% 548 5.2% Population Bases 20-34 yrs 2,047 18.3% 916 17.1% 1,564 14.8% 45-64 yrs 2,935 26.2% 1,407 26.3% 2,767 26.1% 16 yrs + 9,445 84.3% 4,519 84.5% 9,274 87.5% 25 yrs + 8,333 74.4% 3,966 74.2% 8,376 79.0% 65 yrs + 2,866 25.6% 1,517 28.4% 3,703 34.9% 75 yrs + 1,263 11.3% 759 14.2% 1,918 18.1% 85 yrs + 300 2.7% 219 4.1% 548 5.2% Healdsburg CA St. Helena CA Sonoma CA
0 2,0004,0006,0008,000
10,00012,000
Population
0 1,0002,0003,0004,0005,000
Households

0.0%2.0%4.0%6.0%8.0%

10.0%12.0%14.0%16.0%18.0%
20 to
24 yrs
25 to
34 yrs
35 to
44 yrs
45 to
54 yrs
55 to
64 yrs
65 to
74 yrs
75 to
84 yrs
Population by Age Group
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Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Consumer Demographic Profile
Site: Healdsburg / St. Helena / Sonoma Date Report Created: 1/2/2024 #%#%#%
Healdsburg CA St. Helena CA Sonoma CA
Population by Race White 6,552 58.5% 3,213 60.1% 7,663 72.3% Hispanic 3,875 34.6% 1,839 34.4% 2,049 19.3% Black 51 0.5% 11 0.2% 67 0.6% Asian 159 1.4% 91 1.7% 318 3.0%Ancestry American Indian (ancestry) 61 0.5% 13 0.2% 30 0.3% Hawaiin (ancestry) 11 0.1% 4 0.1% 26 0.2%Household Income Per Capita Income $52,118 --- $77,970 --- $57,639 --- Average HH Income $130,425 --- $181,196 --- $123,864 --- Median HH Income $95,174 --- $99,444 --- $91,459 --- Less than $25K 551 12.3% 291 12.7% 746 15.1% $25K to $34.9K 184 4.1% 112 4.9% 228 4.6%
$35K to $49.9K 303 6.8% 239 10.4% 342 6.9% $50K to $74.9K 676 15.1% 306 13.3% 638 12.9% $75K to $99.9K 630 14.1% 206 9.0% 752 15.2% $100K to $149.9K 961 21.5% 383 16.7% 953 19.3% $150K to $199.9K 582 13.0% 161 7.0% 518 10.5% $200K + 588 13.1% 602 26.2% 757 15.3%Education 8,333 3,966 8,376 Less than 9th Grade 211 2.5% 139 3.5% 272 3.2%
Some HS, No Diploma 290 3.5% 171 4.3% 311 3.7% HS Grad (or Equivalent) 1,449 17.4% 435 11.0% 1,402 16.7% Some College, No Degree 1,939 23.3% 544 13.7% 1,865 22.3% Associate Degree 1,110 13.3% 387 9.8% 688 8.2% Bachelor Degree 2,116 25.4% 1,484 37.4% 2,445 29.2%
Graduates Degree 745 8.9% 483 12.2% 861 10.3%

0.0%

10.0%20.0%30.0%
Less
than
$25K
$25K
to
$34.9K
$35K
to
$49.9K
$50K
to
$74.9K
$75K
to
$99.9K
$100K
to
$149.9K
$150K
to
$199.9K
Household Income Levels ‐ %

0.0%

20.0%40.0%
HS Grad
(or
Equivalent)
Some
College, No
Degree
Associate
Degree
Bachelor
Degree Graduates
Degree
Education

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
White
Hispanic
Black
Asian
Ethnic Breakdown
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Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Consumer Demographic Profile
Site: Healdsburg / St. Helena / Sonoma Date Report Created: 1/2/2024 #%#%#%
Healdsburg CA St. Helena CA Sonoma CA
Family Structure 2,812 1,413 2,553 Single - Male 94 3.3% 98 6.9% 30 1.2% Single - Female 155 5.5% 99 7.0% 193 7.5% Single Parent - Male 85 3.0% 22 1.6% 102 4.0% Single Parent - Female 277 9.9% 120 8.5% 107 4.2% Married w/ Children 762 27.1% 363 25.7% 573 22.4% Married w/out Children 1,438 51.2% 711 50.3% 1,548 60.6%Household Size 1 Person 1,180 26.4% 746 32.4% 1,805 36.6% 2 People 1,638 36.6% 762 33.1% 1,729 35.1% 3 People 565 12.6% 254 11.0% 584 11.8% 4 to 6 People 990 22.1% 489 21.3% 754 15.3% 7+ People 102 2.3% 49 2.1% 60 1.2% Home Ownership 4,476 2,300 4,932 Owners 2,580 57.6% 1,263 54.9% 2,848 57.7% Renters 1,896 42.4% 1,037 45.1% 2,085 42.3%Components of Change Births 93 0.8% 43 0.8% 76 0.7% Deaths 124 1.1% 70 1.3% 163 1.5% Migration ‐68 -0.6% ‐29 -0.5% 72 0.7%Employment (Pop 16+) 9,445 4,519 9,274 Armed Services 0 0.0% 0 0.0% 14 0.2%
Civilian 6,151 65.1% 2,652 58.7% 5,278 56.9%
Employed 5,934 62.8% 2,573 56.9% 5,029 54.2% Healdsburg C St. Helena CASonoma CA Unemployed 217 2.3% 79 1.7% 249 2.7%
Not in Labor Force 3,294 34.9% 1,867 41.3% 3,996 43.1%
Employed Population 5,934 2,573 5,029 White Collar 3,287 55.4% 1,970 76.6% 3,797 75.5% Blue Collar 2,647 44.6% 603 23.4% 1,232 24.5%

0.0%5.0%

10.0%15.0%20.0%25.0%30.0%35.0%40.0%
1 Person 2 People 3 People 4 to 6
People
Household Size

0.0%

20.0%40.0%60.0%80.0%
Healdsburg CA St. Helena CA Sonoma CA
Civilian Employment
Employed Unemployed
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Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Consumer Demographic Profile
Site: Healdsburg / St. Helena / Sonoma Date Report Created: 1/2/2024 #%#%#%
Healdsburg CA St. Helena CA Sonoma CA
Employment By Occupation 5,934 2,573 5,029 White Collar 3,287 55.4% 1,970 76.6% 3,797 75.5% Managerial executive 851 14.3% 681 26.5% 1,167 23.2% Prof specialty 1,103 18.6% 612 23.8% 1,435 28.5% Healthcare support 282 4.8% 28 1.1% 186 3.7% Sales 616 10.4% 396 15.4% 515 10.2%
Office Admin 434 7.3% 253 9.8% 494 9.8%
Blue Collar 2,647 44.6% 603 23.4% 1,232 24.5% Protective 121 2.0% 27 1.0% 63 1.2% Food Prep Serving 677 11.4% 128 5.0% 228 4.5% Bldg Maint/Cleaning 402 6.8% 141 5.5% 87 1.7% Personal Care 145 2.4% 25 1.0% 235 4.7% Farming/Fishing/Forestry 65 1.1% 13 0.5% 38 0.8% Construction 533 9.0% 138 5.4% 362 7.2% Production Transp 704 11.9% 131 5.1% 220 4.4%Employment By Industry 5,934 2,573 5,029 Agri Mining Const 705 11.9% 152 5.9% 401 8.0%
Manufacturing 669 11.3% 476 18.5% 572 11.4%
Transportation 146 2.5% 29 1.1% 100 2.0%
Information 64 1.1% 29 1.1% 86 1.7% Wholesale Retail 752 12.7% 384 14.9% 550 10.9% Fin Insur Real Estate 291 4.9% 148 5.8% 425 8.4%
Professional Services 625 10.5% 266 10.3% 432 8.6% Management Services 0 0.0% 0 0.0% 0 0.0% Admin Waste Services 236 4.0% 39 1.5% 86 1.7% Educational services 966 16.3% 522 20.3% 1,174 23.3% Entertain services 1,057 17.8% 336 13.1% 595 11.8% Other Prof services 187 3.2% 156 6.1% 331 6.6% Public admin 234 4.0% 36 1.4% 277 5.5%

0.0%5.0%

10.0%15.0%20.0%
Industry Breakdown

0.0%

10.0%20.0%30.0%
Industry Breakdown Cont.
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Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Employment Profile
Site: Healdsburg Downtown
Address: 107 Plaza St | Healdsburg, CA 95448
Date Report Created:

Daytime Population
Student Population
Median Employee Salary
Average Employee Salary
Wages
Salary/Wage per Employee per Annum
Under $15,000 CrYr 3.1% 4.1% 2.8%
15,000 to 30,000 CrYr 3.9% 2.3% 3.7%
30,000 to 45,000 CrYr 19.2% 17.4% 19.3%
45,000 to 60,000 CrYr 27.4% 28.1% 27.8%
60,000 to 75,000 CrYr 15.5% 18.8% 15.7%
75,000 to 90,000 CrYr 12.8% 12.9% 12.2%
90,000 to 100,000 CrYr 2.7% 2.3% 2.8%
Over 100,000 CrYr 15.4% 14.0% 15.8%
Industry Groups
#%#%#%#%#%#%
Total 847 100% 6,813 100% 522 100% 7,291 100% 854 100% 6,589 100% Accomodation & Food Services 62 7.3% 659 9.7% 31 5.9% 708 9.7% 59 6.9% 646 9.8% Administration & Support Services 20 2.3% 196 2.9% 10 1.9% 130 1.8% 27 3.2% 200 3.0% Agriculure, Forestry, Fishing, Hunting 30 3.5% 161 2.4% 23 4.4% 382 5.2% 16 1.9% 88 1.3% Arts, Entertainment, & Recreation 29 3.4% 263 3.9% 12 2.3% 99 1.4% 22 2.5% 218 3.3% Construction 37 4.4% 186 2.7% 19 3.6% 185 2.5% 30 3.5% 149 2.3% Educational Services 21 2.5% 269 3.9% 11 2.1% 296 4.1% 23 2.7% 343 5.2% Finance & Insurance 38 4.5% 162 2.4% 25 4.8% 140 1.9% 57 6.7% 246 3.7% Health Care & Social Assistance 129 15.2% 1,481 21.7% 85 16.3% 1,747 24.0% 183 21.4% 1,656 25.1% Information 15 1.7% 143 2.1% 5 1.0% 83 1.1% 12 1.4% 165 2.5% Management of Companies & Enterprises 3 0.4% 52 0.8% 0 0.0% 0 0.0% 1 0.1% 17 0.3% Manufacturing 70 8.2% 784 11.5% 77 14.8% 1,793 24.6% 54 6.4% 631 9.6% Mining 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 5 0.1%
Professional, Scientific, & Technical Services 82 9.7% 306 4.5% 64 12.3% 289 4.0% 101 11.9% 357 5.4% Real Estate, Rental, Leasing 45 5.3% 167 2.5% 24 4.6% 90 1.2% 35 4.2% 131 2.0% Retail Trade 145 17.1% 1,013 14.9% 74 14.2% 765 10.5% 112 13.1% 855 13.0% Transportation & Storage 9 1.1% 163 2.4% 3 0.6% 59 0.8% 7 0.8% 145 2.2% Utilities 2 0.2% 44 0.6% 1 0.2% 8 0.1% 1 0.1% 24 0.4%
Wholesale Trade 9 1.1% 33 0.5% 5 1.0% 26 0.4% 11 1.2% 38 0.6% Other Services 102 12.0% 734 10.8% 53 10.2% 491 6.7% 102 12.0% 674 10.2% Healdsburg CA St. Helena CA Sonoma CA
1/2/2024
13,467 13,659
1,830 2,297
10,902
1,370
57,917
64,423 64,174 65,054
Employee's
57,057 57,792
264 244
301
166
1,309 1,269
1,866 1,831
1,057 1,033
1,270
2,052
1,371
Establishments Employee's Establishments Establishments Employee's 942
170
1,019
###
874 807
213 182
184 182
1,047 1,041

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%
Employee's by Industry
©SDS, a division of x‐span results, inc.  Data by STI. All rights reserved. Page 1 of 2 ...

9.B.a
Packet Pg. 201 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Analysis) Employment Profile
Site: Healdsburg Downtown
Address: 107 Plaza St | Healdsburg, CA 95448
Date Report Created:

Healdsburg CA St. Helena CA Sonoma CA
1/2/2024
Occupations
White Collar 51.6% 47.9% 54.7%
Architecture & Engineering 1.7% 1.3% 1.4%
Community & Social Science 3.1% 2.3% 3.5%
Computer/Mathematical Science 1.4% 0.7% 1.3%
Education, Training, & Library 4.1% 3.4% 4.9%
Entertainment & Media 1.8% 1.3% 2.1%
Healthcare Practitioners 9.0% 10.3% 10.0%
Healthcare Support 3.4% 3.4% 3.6%
Legal 0.4% 0.4% 0.7%
Life, Physical, & Social Science 0.9% 0.7% 0.7%
Management 5.7% 5.5% 5.6%
Office & Administrative Support 17.1% 16.2% 17.8%
Blue Collar 46.3% 48.2% 44.2%
Building & Grounds Cleaning & Maintenance 3.9% 3.8% 4.2% Construction 2.5% 2.1% 2.1%
Farming, Fishing, & Forestry 0.4% 1.5% 0.3%
Food Service 7.1% 6.5% 7.4%
Installation & Maintenance 3.7% 3.7% 3.1%
Personal Care & Service 2.6% 2.2% 3.1%
Production 5.4% 8.2% 4.8%
Protective Service 1.2% 0.7% 1.2%
Sales & Related 12.4% 10.6% 11.7%
Transportation & Material Moving 7.0% 8.8% 6.3%
Military Services 2.0% 3.8% 1.1%
Employee Totals and History
Current
2023 Q1
2022 Q4
2022 Q3
2022 Q2
2022 Q1
2021 Q4
2021 Q3
2021 Q2
7,885
6,813 7,291 6,589
# of Employee's # of Employee's
3,516 3,602
7,332 7,035
7,115 6,881
7,082 6,827
7,712
7,577
116
7,466
7,454
7,265 7,068
7,224 7,040
7,108 6,941
7,960
6,961 6,753
6,962 6,772
7,477
7,321
91 211 229
93 168
95 87
282 323
122 135
52 251
98 616 661
231 237
25 47
749
250
32 58 47
386 371
3,158 2,915
48 398
3,516
486
204
51 265 277
172 136
30 21
277
156
112
477
270
770
645
139
314
85 80
847 774
478 417
161
484
252
1,168 1,174
3,496
1,181
180 207
366
###
279 73
597
# of Employee's

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%
Employee's by Occupation
©SDS, a division of x‐span results, inc.  Data by STI. All rights reserved. Page 2 of 2 ...

9.B.a
Packet Pg. 202 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Analysis) Consumer Demand & Market Supply Assessment
Site: Healdsburg / St. Helena / Sonoma
Date Report Created: 1/2/2024
Demographics
Population 11,200 5,345 10,599
5-Year Population estimate 11,337 5,489 10,588
Population Households 11,132 5,301 10,435
Group Quarters Population 68 44 164
Households 4,476 2,300 4,932
5-Year Households estimate 4,537 2,364 4,929
WorkPlace Establishments 847 522 854
Workplace Employees 6,813 7,291 6,589
Median Household Income $95,174 $99,444 $91,459
Consumer Market Opportunity Consumer Market Opportunity Consumer Market Opportunity By Establishments Demand Supply Gap/Surplus Demand Supply Gap/Surplus Demand Supply Gap/Surplus Vending Machine Operators (Non-Store) $1,994,225 $0 ($1,994,225) -100% $1,045,695 $0 ($1,045,695) -100% $1,849,567 $0 ($1,849,567) -100% Department Stores $4,580,814 $0 ($4,580,814) -100% $2,243,588 $0 ($2,243,588) -100% $4,181,811 $920,954 ($3,260,857) -78% Direct Selling Establishments $1,535,965 $461,845 ($1,074,120) -70% $755,775 $0 ($755,775) -100% $1,415,169 $648,509 ($766,660) -54% Shoe Stores $1,464,114 $770,500 ($693,614) -47% $709,349 $4,041,671 $3,332,322 470% $1,331,863 $4,964,684 $3,632,820 273% Other Misc. Store Retailers $4,339,265 $2,613,944 ($1,725,321) -40% $2,075,549 $8,460,664 $6,385,115 308% $3,991,905 $7,031,569 $3,039,664 76% Furniture Stores $3,034,906 $1,864,314 ($1,170,592) -39% $1,443,632 $0 ($1,443,632) -100% $2,712,691 $16,865,906 $14,153,215 522% Other Motor Vehicle Dealers $3,586,274 $2,401,612 ($1,184,661) -33% $1,703,146 $1,748,443 $45,296 3% $3,234,662 $3,119,948 ($114,714) -4% Electronics/Appliance $4,244,430 $3,338,700 ($905,730) -21% $2,920,945 $1,382,586 ($1,538,359) -53% $4,108,612 $3,412,822 ($695,790) -17% Grocery Stores $26,984,773 $21,561,100 ($5,423,673) -20% $13,428,795 $45,986,885 $32,558,090 242% $24,855,451 $44,511,141 $19,655,690 79% Special Food Services $2,872,363 $2,334,470 ($537,894) -19% $2,066,375 $1,424,321 ($642,055) -31% $2,804,656 $4,240,749 $1,436,092 51% Office Supplies/Stationary/Gift $1,189,642 $1,155,669 ($33,974) -3% $662,531 $2,501,829 $1,839,298 278% $1,112,359 $1,488,545 $376,186 34% Home Furnishing Stores $2,436,535 $2,500,227 $63,693 3% $1,183,504 $6,471,410 $5,287,906 447% $2,221,086 $3,984,510 $1,763,424 79% Sporting Goods/Hobby/Musical Instrument $3,296,366 $3,431,663 $135,297 4% $1,588,399 $2,708,886 $1,120,487 71% $2,975,793 $4,345,046 $1,369,253 46% Electronic Shopping/Mail Order Houses $60,323,727 $63,544,620 $3,220,893 5% $34,465,004 $0 ($34,465,004) -100% $56,555,219 $231,167,569 $174,612,349 309% Other General Merchandise Stores $28,182,363 $34,130,941 $5,948,579 21% $14,015,280 $49,482,072 $35,466,792 253% $25,908,440 $34,451,756 $8,543,316 33% Specialty Food Stores $1,486,409 $1,947,544 $461,135 31% $742,831 $2,753,938 $2,011,107 271% $1,369,516 $1,921,312 $551,795 40% Clothing Stores $9,978,083 $13,309,500 $3,331,417 33% $4,825,904 $26,336,198 $21,510,294 446% $9,066,543 $17,569,620 $8,503,077 94% Book/Periodical/Music Stores $629,590 $918,900 $289,310 46% $316,564 $752,741 $436,177 138% $573,965 $1,593,728 $1,019,764 178% Florists/Misc. Store Retailers $424,229 $622,836 $198,608 47% $204,451 $1,266,452 $1,062,002 519% $386,948 $471,910 $84,963 22% Automotive Parts/Accessories/Tire $4,191,975 $6,393,399 $2,201,424 53% $2,034,194 $8,082,016 $6,047,822 297% $3,818,073 $2,251,719 ($1,566,354) -41% Jewelry/Luggage/Leather Goods $1,423,207 $2,180,000 $756,793 53% $694,086 $3,744,670 $3,050,584 440% $1,288,741 $2,056,327 $767,586 60% Health/Personal Care Stores $13,248,775 $20,674,992 $7,426,217 56% $6,488,379 $19,523,845 $13,035,466 201% $12,191,074 $28,485,196 $16,294,122 134% Full-Service Restaurants $18,103,182 $29,567,000 $11,463,818 63% $14,631,992 $27,133,239 $12,501,247 85% $18,147,843 $29,621,194 $11,473,352 63% Gasoline Stations $21,520,781 $35,222,465 $13,701,684 64% $10,278,714 $66,067,013 $55,788,298 543% $19,522,525 $63,366,269 $43,843,744 225% Bar/Drinking Places (Alcoholic Beverages) $1,267,461 $2,113,722 $846,261 67% $1,171,522 $2,065,050 $893,528 76% $1,313,891 $3,857,083 $2,543,192 194% Used Merchandise Stores $830,015 $1,477,500 $647,485 78% $403,135 $517,233 $114,098 28% $760,125 $1,083,724 $323,599 43% Automotive Dealers $52,443,700 $100,878,282 $48,434,582 92% $24,802,388 $15,178,452 ($9,623,936) -39% $47,029,749 $26,003,054 ($21,026,695) -45% Lawn/Garden Equipment/Supplies Stores $1,718,450 $3,416,222 $1,697,772 99% $826,958 $0 ($826,958) -100% $1,567,090 $6,031,614 $4,464,525 285% Limited-Service Eating Places $16,718,722 $50,378,414 $33,659,692 201% $12,006,365 $21,276,318 $9,269,953 77% $16,317,773 $28,060,172 $11,742,399 72% Building Material/Supplies Dealers $15,138,240 $51,869,327 $36,731,087 243% $7,373,865 $29,495,854 $22,121,989 300% $13,800,919 $19,977,559 $6,176,640 45% Beer/Wine/Liquor Stores $2,359,601 $26,475,680 $24,116,080 1022% $1,182,929 $26,159,613 $24,976,684 2111% $2,178,863 $54,149,886 $51,971,023 2385% Consumer Demand/Market Supply Index $311,548,182 $487,555,389 64 $168,291,846 $374,561,399 45 $288,592,920 $647,654,073 45 Healdsburg CA St. Helena CA Sonoma CA
... ©SDS, a division of x-span results, inc. Data by STI. All rights reserved. Page 1 of 3

9.B.a
Packet Pg. 203 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Consumer Demand & Market Supply Assessment
Site: Healdsburg / St. Helena / Sonoma
Date Report Created: 1/2/2024
Healdsburg CA St. Helena CA Sonoma CA
Consumer Market Opportunity Consumer Market Opportunity Consumer Market Opportunity By Major Product Lines Demand Supply Gap/Surplus Demand Supply Gap/Surplus Demand Supply Gap/Surplus Pets/Pet Foods/Pet Supplies $2,718,390 $1,659,085 ($1,059,304) -39% $1,261,958 $3,061,244 $1,799,286 143% $2,486,971 $3,482,199 $995,228 40% Furniture/Sleep/Outdoor/Patio Furniture $8,975,448 $6,846,147 ($2,129,300) -24% $4,262,258 $2,575,669 ($1,686,590) -40% $8,011,056 $29,286,456 $21,275,400 266% Alcoholic Drinks Served at the Establishment $9,231,122 $7,304,402 ($1,926,721) -21% $8,703,139 $10,237,086 $1,533,947 18% $9,618,616 $13,000,237 $3,381,621 35% Computer Hardware/Software/Supplies $12,668,050 $10,392,733 ($2,275,317) -18% $12,434,308 $1,008,507 ($11,425,801) -92% $13,363,291 $37,102,788 $23,739,498 178% Groceries/Other Food Items (Off Premises) $42,116,256 $37,172,484 ($4,943,771) -12% $20,757,634 $66,125,902 $45,368,267 219% $38,730,526 $65,137,048 $26,406,522 68% Footwear, including Accessories $4,079,604 $3,866,190 ($213,414) -5% $1,976,009 $6,095,826 $4,119,817 208% $3,712,111 $11,382,454 $7,670,343 207% Womens/Juniors/Misses Wear $9,766,801 $9,828,135 $61,334 1% $4,725,334 $14,937,122 $10,211,788 216% $8,951,080 $25,006,218 $16,055,138 179% Books/Periodicals $1,067,527 $1,086,440 $18,912 2% $512,843 $657,809 $144,966 28% $961,088 $3,589,055 $2,627,967 273% Drugs/Health Aids/Beauty Aids/Cosmetics $38,211,736 $39,978,908 $1,767,172 5% $18,732,518 $26,289,356 $7,556,838 40% $35,158,158 $92,651,357 $57,493,198 164% Meats/Nonalcoholic Beverages $31,638,329 $35,725,968 $4,087,639 13% $22,623,418 $44,242,925 $21,619,507 96% $30,848,681 $55,308,957 $24,460,276 79% Mens Wear $3,906,385 $4,416,470 $510,085 13% $1,909,546 $5,892,353 $3,982,806 209% $3,527,461 $11,139,149 $7,611,688 216% Small Electric Appliances $743,956 $868,404 $124,448 17% $351,156 $571,245 $220,089 63% $657,554 $2,104,359 $1,446,805 220% All Other Merchandise $12,663,565 $15,276,548 $2,612,983 21% $6,151,399 $10,492,886 $4,341,487 71% $11,649,787 $38,033,755 $26,383,968 226% Audio Equipment/Musical Instruments $1,831,525 $2,221,027 $389,502 21% $882,559 $608,561 ($273,998) -31% $1,656,207 $6,806,561 $5,150,354 311% Childrens Wear/Infants/Toddlers Clothing $1,460,958 $1,798,317 $337,359 23% $680,195 $2,971,284 $2,291,088 337% $1,251,725 $4,019,033 $2,767,309 221% Sewing/Knitting Materials/Supplies $151,210 $188,046 $36,836 24% $69,374 $151,955 $82,582 119% $143,170 $312,154 $168,984 118% Household Fuels (incl Oil, LP gas, Wood, Coal) $550,810 $690,974 $140,163 25% $263,057 $496,706 $233,649 89% $511,642 $888,047 $376,405 74% Kitchenware/Home Furnishings $3,685,005 $4,671,051 $986,046 27% $1,803,866 $3,961,856 $2,157,990 120% $3,387,280 $10,746,634 $7,359,354 217% Paper/Related Products $1,064,095 $1,390,257 $326,162 31% $518,668 $2,112,987 $1,594,319 307% $984,440 $1,979,825 $995,385 101% Photographic Equipment/Supplies $261,449 $344,203 $82,754 32% $128,664 $230,900 $102,236 79% $239,824 $954,799 $714,975 298% Televisions/VCR/Video Cameras/DVD etc $1,736,457 $2,329,188 $592,732 34% $823,225 $1,558,297 $735,072 89% $1,545,394 $6,152,659 $4,607,265 298% Curtains/Draperies/Slipcovers/Bed/Coverings $1,399,746 $2,002,747 $603,000 43% $672,633 $1,750,321 $1,077,688 160% $1,288,672 $4,356,302 $3,067,630 238% Sporting Goods (incl Bicycles/Sports Vehicles) $2,906,503 $4,250,849 $1,344,346 46% $1,395,639 $1,984,999 $589,359 42% $2,586,309 $10,250,900 $7,664,591 296% Toys/Hobby Goods/Games $1,489,763 $2,208,527 $718,765 48% $718,860 $1,415,247 $696,387 97% $1,343,501 $5,231,065 $3,887,564 289% Automotive Tires/Tubes/Batteries/Parts $8,816,226 $13,148,878 $4,332,652 49% $4,287,972 $8,647,180 $4,359,208 102% $8,032,624 $9,645,955 $1,613,331 20% Soaps/Detergents/Household Cleaners $1,239,881 $1,874,099 $634,218 51% $607,574 $2,377,636 $1,770,062 291% $1,165,909 $2,237,650 $1,071,740 92% Jewelry (including Watches) $2,417,447 $3,724,812 $1,307,365 54% $1,181,229 $4,401,260 $3,220,032 273% $2,183,747 $6,547,064 $4,363,317 200% Retailer Services $9,447,906 $15,731,973 $6,284,067 67% $4,458,126 $5,889,856 $1,431,729 32% $8,570,713 $11,593,194 $3,022,481 35% Optical Goods (incl Eyeglasses, Sunglasses) $712,620 $1,188,608 $475,987 67% $336,961 $1,184,126 $847,165 251% $653,884 $1,816,578 $1,162,694 178% Cigars/Cigarettes/Tobacco/Accessories $3,042,304 $5,088,621 $2,046,317 67% $1,484,381 $7,949,012 $6,464,630 436% $2,851,521 $9,101,885 $6,250,364 219% Automotive Fuels $19,890,276 $34,202,261 $14,311,985 72% $9,360,789 $63,058,228 $53,697,439 574% $17,949,747 $59,382,664 $41,432,918 231% Major Household Appliances $1,191,789 $2,151,367 $959,579 81% $557,409 $1,303,372 $745,962 134% $1,069,542 $1,920,761 $851,220 80% Automotive Lubricants (incl Oil, Greases) $1,191,789 $2,151,367 $959,579 81% $557,409 $1,303,372 $745,962 134% $1,069,542 $1,920,761 $851,220 80% Autos/Cars/Vans/Trucks/Motorcycles $46,533,992 $85,757,973 $39,223,981 84% $21,970,237 $13,587,284 ($8,382,953) -38% $41,630,248 $23,790,415 ($17,839,834) -43% Floor/Floor Coverings $2,059,373 $4,292,746 $2,233,373 108% $1,013,322 $4,208,373 $3,195,051 315% $1,883,128 $3,778,103 $1,894,975 101% Lawn/Garden/Farm Equipment/Supplies $4,762,378 $10,008,296 $5,245,918 110% $2,297,379 $4,959,303 $2,661,924 116% $4,343,507 $12,700,263 $8,356,756 192% Hardware/Tools/Plumbing/Electrical Supplies $4,294,123 $13,584,366 $9,290,244 216% $2,105,367 $7,703,483 $5,598,117 266% $3,928,933 $7,576,969 $3,648,036 93% Dimensional Lumber/Other Building Materials $6,082,219 $21,458,832 $15,376,613 253% $2,978,092 $12,295,072 $9,316,980 313% $5,534,353 $8,361,317 $2,826,964 51% Paints/Sundries/Wallpaper/Wall Coverings $1,073,976 $3,853,959 $2,779,983 259% $519,138 $2,229,723 $1,710,585 330% $979,806 $1,515,179 $535,372 55% Packaged Liquor/Wine/Beer $5,212,993 $23,604,770 $18,391,778 353% $2,559,176 $24,668,368 $22,109,192 864% $4,794,886 $48,319,471 $43,524,585 908% ... ©SDS, a division of x-span results, inc. Data by STI. All rights reserved. Page 2 of 3

9.B.a
Packet Pg. 204 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Consumer Demand & Market Supply Assessment
Site: Healdsburg / St. Helena / Sonoma
Date Report Created: 1/2/2024
Healdsburg CA St. Helena CA Sonoma CA
Data for this report is provided via the Market Outlook database from Synergos Technologies, Inc (STI).

Market Outlook is based on the following -
• the Consumer Expenditure Survey (CE), a program of the Bureau of Labor Statistics (BLS); • the U.S. Census Bureau’s monthly and annual Retail Trade (CRT) reports; • the Census Bureau’s Economic Census; with supporting demographic data from STI: PopStats data and STI: WorkPlace.

Market Outlook data covers 31 leading retail segments and 40 major product and service lines.

The difference between demand and supply represents the opportunity gap or surplus available for each retail outlet cited on the Market Outlook report for the specified trade area or reporting geography. When the demand is greater than (or less than) the supply, there is an opportunity gap (or surplus) for that retail outlet.

In other words, a negative value signifies an opportunity gap where the Consumer Demand is higher than the Market Supply, while a positive value signifies a surplus.

Consumer Demand/Market Supply Index:
n = 100 (Equilibrium)
n > 100 suggests demand is not being fully met within the market, consumers are leaving the area to shop n < 100 suggests supply exceeds demand, attracting consumers from outside the defined area ... ©SDS, a division of x-span results, inc. Data by STI. All rights reserved. Page 3 of 3

9.B.a
Packet Pg. 205 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Site: Healdsburg / St. Helena / Sonoma
Date: 1/2/2024
Healdsburg CA St. Helena CA Sonoma CA
1A Top Shelf 0.0% 0.0% ##
1B Affluent Suburbia 16.5% 0.5% ##
2A New Suburban Families 0.4% 0.6% ##
2B Older Empty Nest Families 10.1% 0.0% ##
3A Mid‐Income Rural 22.7% 21.9% ##
3B Struggling Urbanites 10.5% 4.0% ##
3C Older Mid‐Income Singles and Coup 0.7% 0.5% ##
4A Rising Middle Income Families 21.7% 65.9% ##
4B Young Aspirations 8.9% 0.0% ##
5A College Students and Recent Gradu 0.0% 0.6% ##
5B Middle America 0.6% 1.2% ##
5C Upscale Young Singles and Couples 0.0% 0.0% ##
6A Ethnic and Small Town Struggles 0.3% 0.0% ##
6B Blue Collar Urbanites 0.0% 0.0% ##
6C Industrial Remnants 0.0% 0.0% ##
7A Military and Blue Collar 0.0% 0.0% ##
7B Rural Working Blues 7.0% 4.3% ##
7C Ageing Small Town America 0.4% 0.5% ##
SUM(F11,F16,F22,F28,F35,F41,F47,F51,F57,F64,F68,F75,F79,F86,F91,F96,F100,F108) Total Households 4,640 100% 2,351 100% 5,018 100%
Rank * Cluster Lifestage Group Households % Households % Households % 1 13 Cowboy Country 3A Mid‐Income Rural 1,007 21.7% 515 21.9% 695 13.9% 2 10 Emerging Leaders 4A Rising Middle Income Families 969 20.9% 1,160 49.3% 765 15.2% 3 04 Young Success 1B Affluent Suburbia 767 16.5% 0 0.0% 0 0.0% 4 44 Pacific Second City 3B Struggling Urbanites 470 10.1% 94 4.0% 271 5.4% 5 15 Comfortable Retirement 2B Older Empty Nest Families 469 10.1% 0 0.0% 246 4.9% 6 35 Generational Dreams 4B Young Aspirations 324 7.0% 0 0.0% 0 0.0% * Rank is based on Trade Area 1 cluster size
Healdsburg CA St. Helena CA Sonoma CA
Household Segmentation Profile
Healdsburg CA St. Helena CA Sonoma CA

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
1A Top Shelf
1B Affluent Suburbia
2A New Suburban Families
2B Older Empty Nest Families
3A Mid‐Income Rural
3B Struggling Urbanites
3C Older Mid‐Income Singles and Couples
4A Rising Middle Income Families
4B Young Aspirations
5A College Students and Recent Graduates
5B Middle America
5C Upscale Young Singles and Couples
6A Ethnic and Small Town Struggles
6B Blue Collar Urbanites
6C Industrial Remnants
7A Military and Blue Collar
7B Rural Working Blues
7C Ageing Small Town America
Household Lifestage Group Comparison
Uses the AGS Panorama Segmentation system. More information is available by clicking on the respective cluster. Cluster names have been modified from the originals. Page 1 of 3 ...

9.B.a
Packet Pg. 206 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Analysis) Household Segmentation Profile
Date: 1/2/2024
TOTAL HOUSEHOLDS 4,640 100% 2,351 100% 5,018 100%
Segment Group Cluster Name
1A Top Shelf 0 0.0% 0 0.0% 431 8.6%
01 One Percenters 0 0.0% 0 0.0% 86 1.7%
02 Peak Performers 0 0.0% 0 0.0% 345 6.9%
03 Second City Achievers 0 0.0% 0 0.0% 0 0.0%
1B Affluent Suburbia 767 16.5% 11 0.5% 61 1.2%
04 Young Success 767 16.5% 0 0.0% 0 0.0%
05 Affluent Parents 0 0.0% 0 0.0% 44 0.9%
06 Best of Both Worlds 0 0.0% 0 0.0% 0 0.0%
09 Successful Urban Commuters 0 0.0% 11 0.5% 17 0.3%
2A New Suburban Families 18 0.4% 14 0.6% 12 0.2%
17 New American Dreams 0 0.0% 0 0.0% 0 0.0%
21 New Suburban Style 18 0.4% 14 0.6% 0 0.0%
34 Midwestern Comforts 0 0.0% 0 0.0% 0 0.0%
42 Rising Fortunes 0 0.0% 0 0.0% 12 0.2%
2B Older Empty Nest Families 469 10.1% 0 0.0% 346 6.9%
12 Mainstream Established Suburb 0 0.0% 0 0.0% 15 0.3%
15 Comfortable Retirement 469 10.1% 0 0.0% 246 4.9%
18 Small Town Middle Managers 0 0.0% 0 0.0% 0 0.0%
33 Noreasters 0 0.0% 0 0.0% 85 1.7%
41 All‐American 0 0.0% 0 0.0% 0 0.0%
3A Mid‐Income Rural 1,055 22.7% 515 21.9% 709 14.1%
13 Cowboy Country 1,007 21.7% 515 21.9% 695 13.9%
16 Spacious Suburbs 30 0.6% 0 0.0% 14 0.3%
20 Strong Individualists 18 0.4% 0 0.0% 0 0.0%
51 Low Cost Rural 0 0.0% 0 0.0% 0 0.0%
3B Struggling Urbanites 489 10.5% 94 4.0% 284 5.7%
38 Middle America 0 0.0% 0 0.0% 0 0.0%
44 Pacific Second City 470 10.1% 94 4.0% 271 5.4%
45 Northern Perseverance 19 0.4% 0 0.0% 13 0.3%
58 Urban Crowd 0 0.0% 0 0.0% 0 0.0%
3C Older Mid‐Income Singles and Couples 30 0.7% 12 0.5% 588 11.7% 46 Individual Singles 0 0.0% 0 0.0% 0 0.0%
49 Retirement 30 0.7% 12 0.5% 588 11.7%
4A Rising Middle Income Families 1,009 21.7% 1,549 65.9% 1,941 38.7% 07 Upscale Diversity 0 0.0% 0 0.0% 0 0.0%
08 Living the Dream 40 0.9% 389 16.5% 771 15.4%
10 Emerging Leaders 969 20.9% 1,160 49.3% 765 15.2%
11 West Coast Affluence 0 0.0% 0 0.0% 405 8.1%
4B Young Aspirations 415 8.9% 0 0.0% 546 10.9%
14 American Playgrounds 91 2.0% 0 0.0% 41 0.8%
19 Outer Suburban Affluence 0 0.0% 0 0.0% 0 0.0%
22 Up and Coming Suburban Diver 0 0.0% 0 0.0% 0 0.0%
35 Generational Dreams 324 7.0% 0 0.0% 0 0.0%
40 Beltway Commuters 0 0.0% 0 0.0% 505 10.1%
Healdsburg CA St. Helena CA Sonoma CA
Uses the AGS Panorama Segmentation system. More information is available by clicking on the respective cluster. Cluster names have been modified from originals. Page 2 of 3 ...

9.B.a
Packet Pg. 207 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Analysis) Household Segmentation Profile
Date: 1/2/2024
TOTAL HOUSEHOLDS 4,640 100% 2,351 100% 5,018 100%
Segment Group Cluster Name Healdsburg CA St. Helena CA Sonoma CA 5A College Students and Recent Graduates 0 0.0% 15 0.6% 0 0.0% 57 College Towns 0 0.0% 15 0.6% 0 0.0%
67 Starting Out 0 0.0% 0 0.0% 0 0.0%
5B Middle America 30 0.6% 28 1.2% 32 0.6%
26 High Density Diversity 0 0.0% 0 0.0% 0 0.0%
36 Olde New England 25 0.5% 0 0.0% 32 0.6%
39 Second City Beginnings 5 0.1% 28 1.2% 0 0.0%
43 Classic Interstate Suburbia 0 0.0% 0 0.0% 0 0.0%
5C Upscale Young Singles and Couples 0 0.0% 0 0.0% 0 0.0% 25 Hipsters and Geeks 0 0.0% 0 0.0% 0 0.0%
27 Young Coastal Technocrats 0 0.0% 0 0.0% 0 0.0%
6A Ethnic and Small Town Struggles 13 0.3% 0 0.0% 0 0.0% 31 Latino Workforce 0 0.0% 0 0.0% 0 0.0%
59 Hardworking Latino Families 0 0.0% 0 0.0% 0 0.0%
60 Immigrant 0 0.0% 0 0.0% 0 0.0%
64 Southern Cities 0 0.0% 0 0.0% 0 0.0%
65 Small Towns 13 0.3% 0 0.0% 0 0.0%
6B Blue Collar Urbanites 0 0.0% 0 0.0% 12 0.2%
28 Coastal Diversity 0 0.0% 0 0.0% 12 0.2%
30 True Grit 0 0.0% 0 0.0% 0 0.0%
32 Apartment Dwellers 0 0.0% 0 0.0% 0 0.0%
6C Industrial Remnants 0 0.0% 0 0.0% 11 0.2%
63 Southern Small Towns 0 0.0% 0 0.0% 0 0.0%
66 Metropolitan Blue Collar 0 0.0% 0 0.0% 0 0.0%
68 Rust Belt 0 0.0% 0 0.0% 11 0.2%
7A Military and Blue Collar 0 0.0% 0 0.0% 0 0.0%
61 Communal Living 0 0.0% 0 0.0% 0 0.0%
62 Blue Collar Diversity 0 0.0% 0 0.0% 0 0.0%
7B Rural Working Blues 326 7.0% 102 4.3% 2 0.0%
24 Remote Latino Neighborhoods 33 0.7% 0 0.0% 0 0.0%
29 Metropolitan 0 0.0% 0 0.0% 0 0.0%
47 Simply Southern 0 0.0% 0 0.0% 0 0.0%
48 Tex‐Mex 293 6.3% 102 4.3% 2 0.0%
53 Classic Southerners 0 0.0% 0 0.0% 0 0.0%
56 Blue Collar 0 0.0% 0 0.0% 0 0.0%
7C Ageing Small Town America 20 0.4% 11 0.5% 43 0.9%
23 Long‐Lasting Heartland 0 0.0% 0 0.0% 0 0.0%
37 Industrial Town 0 0.0% 0 0.0% 0 0.0%
50 Small Town 0 0.0% 0 0.0% 0 0.0%
52 Great Open Country 0 0.0% 0 0.0% 2 0.0%
54 Agricultural Areas 20 0.4% 11 0.5% 41 0.8%
55 Mining Areas 0 0.0% 0 0.0% 0 0.0%
Uses the AGS Panorama Segmentation system. More information is available by clicking on the respective cluster. Cluster names have been modified from originals. Page 3 of 3 ...

9.B.a
Packet Pg. 208 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Analysis) Healdsburg Downtown
5 Minutes 10 Minutes 15 Minutes
Population 11,966 32,339 49,690
Daytime Population 14,256 30,573 50,125
Households 4,822 11,982 18,420
Average Age 45.8 44.1 43.8
Average HH Income $132,261 $128,988 $127,150
White Collar (Residents) 56.9% 60.5% 62.9%
College Degree & Above 47.9% 43.1% 41.9%
www.hdlcompanies.com 714.879.5000 ...

9.B.a
Packet Pg. 209 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Consumer Demographic Profile
Site: Healdsburg Downtown
Date Report Created: 1/31/2024
# % # % # %
Market Stats
Population 11,966 --- 32,339 --- 49,690 ---
5 Year Projected Pop 12,103 --- 32,321 --- 50,005 ---
Pop Growth (%) 1.1% --- -0.1% --- 0.6% ---
Households 4,822 --- 11,982 --- 18,420 ---
5 Year Projected HHs 4,885 --- 11,991 --- 18,557 ---
HH Growth (%) 1.3% --- 0.1% --- 0.7% ---
Census Stats
2000 Population 12,131 --- 31,794 --- 47,200 ---
2010 Population 12,107 --- 32,864 --- 50,567 ---
Pop Growth (%) -0.2% --- 3.4% --- 7.1% ---
2000 Households 4,449 --- 11,030 --- 16,482 ---
2010 Households 4,873 --- 12,155 --- 18,716 ---
HH Growth (%) 9.5% --- 10.2% --- 13.6% ---
Total Population by Age
Average Age 45.8 44.1 43.8
19 yrs & under 2,099 17.5% 6,144 19.0% 9,548 19.2%
20 to 24 yrs 894 7.5% 2,728 8.4% 4,215 8.5%
25 to 34 yrs 1,255 10.5% 3,393 10.5% 5,323 10.7%
35 to 44 yrs 1,421 11.9% 3,867 12.0% 5,978 12.0%
45 to 54 yrs 1,405 11.7% 4,057 12.5% 6,156 12.4%
55 to 64 yrs 1,726 14.4% 4,708 14.6% 7,270 14.6%
65 to 74 yrs 1,765 14.7% 4,220 13.0% 6,467 13.0%
75 to 84 yrs 1,072 9.0% 2,376 7.3% 3,488 7.0%
85 + yrs 329 2.8% 847 2.6% 1,245 2.5%
Population Bases
20-34 yrs 2,150 18.0% 6,121 18.9% 9,538 19.2%
45-64 yrs 3,131 26.2% 8,765 27.1% 13,425 27.0%
16 yrs + 10,132 84.7% 27,047 83.6% 41,437 83.4%
25 yrs + 8,973 75.0% 23,468 72.6% 35,927 72.3%
65 yrs + 3,166 26.5% 7,442 23.0% 11,200 22.5%
75 yrs + 1,401 11.7% 3,223 10.0% 4,733 9.5%
85 yrs + 329 2.8% 847 2.6% 1,245 2.5%
5 Min Drive 10 Min Drive 15 Min Drive
0 10,000
20,000
30,000
40,000
50,000
Population
0 5,000
10,000
15,000
20,000
Households

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%
20 to
24 yrs
25 to
34 yrs
35 to
44 yrs
45 to
54 yrs
55 to
64 yrs
65 to
74 yrs
75 to
84 yrs
Population by Age Group
©SDS, a division of x-span results, inc. Demographic data by PopStats. ... All rights reserved. Page 1 of 4

9.B.a
Packet Pg. 210 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Consumer Demographic Profile
Site: Healdsburg Downtown
Date Report Created: 1/31/2024
# % # % # %
5 Min Drive 10 Min Drive 15 Min Drive
Population by Race
White 7,140 59.7% 18,488 57.2% 28,973 58.3%
Hispanic 3,999 33.4% 11,130 34.4% 16,171 32.5%
Black 53 0.4% 209 0.6% 372 0.7%
Asian 166 1.4% 663 2.1% 1,236 2.5%
Ancestry
American Indian (ancestry) 64 0.5% 210 0.6% 335 0.7%
Hawaiin (ancestry) 12 0.1% 58 0.2% 111 0.2%
Household Income
Per Capita Income $53,295 --- $47,791 --- $47,134 ---
Average HH Income $132,261 --- $128,988 --- $127,150 --- Median HH Income $94,601 --- $103,161 --- $102,626 ---
Less than $25K 568 11.8% 1,155 9.6% 1,783 9.7%
$25K to $34.9K 225 4.7% 665 5.6% 1,061 5.8%
$35K to $49.9K 324 6.7% 794 6.6% 1,191 6.5%
$50K to $74.9K 735 15.3% 1,673 14.0% 2,565 13.9%
$75K to $99.9K 689 14.3% 1,534 12.8% 2,390 13.0%
$100K to $149.9K 991 20.6% 2,523 21.1% 4,012 21.8%
$150K to $199.9K 625 13.0% 1,896 15.8% 2,792 15.2%
$200K + 664 13.8% 1,741 14.5% 2,626 14.3%
Education 8,973 23,468 35,927
Less than 9th Grade 230 2.6% 1,296 5.5% 1,851 5.2%
Some HS, No Diploma 305 3.4% 945 4.0% 1,624 4.5%
HS Grad (or Equivalent) 1,538 17.1% 4,228 18.0% 6,520 18.1% Some College, No Degree 2,104 23.4% 5,801 24.7% 9,296 25.9% Associate Degree 1,138 12.7% 2,480 10.6% 4,048 11.3%
Bachelor Degree 2,336 26.0% 5,777 24.6% 8,213 22.9%
Graduates Degree 823 9.2% 1,843 7.9% 2,756 7.7%

0.0%

10.0%

20.0%

30.0%
Less
than
$25K
$25K
to
$34.9K
$35K
to
$49.9K
$50K
to
$74.9K
$75K
to
$99.9K
$100K
to
$149.9K
$150K
to
$199.9K
Household Income Levels - %

0.0%

10.0%

20.0%

30.0%
HS Grad
(or
Equivalent)
Some
College, No
Degree
Associate
Degree
Bachelor
Degree Graduates
Degree
Education

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
White
Hispanic
Black
Asian
Ethnic Breakdown
©SDS, a division of x-span results, inc. Demographic data by PopStats. ... All rights reserved. Page 2 of 4

9.B.a
Packet Pg. 211 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Consumer Demographic Profile
Site: Healdsburg Downtown
Date Report Created: 1/31/2024
# % # % # %
5 Min Drive 10 Min Drive 15 Min Drive
Family Structure 3,028 8,329 12,788
Single - Male 102 3.4% 250 3.0% 432 3.4%
Single - Female 162 5.4% 413 5.0% 781 6.1%
Single Parent - Male 85 2.8% 443 5.3% 576 4.5%
Single Parent - Female 284 9.4% 564 6.8% 917 7.2%
Married w/ Children 803 26.5% 2,422 29.1% 3,877 30.3%
Married w/out Children 1,591 52.6% 4,237 50.9% 6,206 48.5% Household Size
1 Person 1,278 26.5% 2,768 23.1% 4,260 23.1%
2 People 1,791 37.1% 4,050 33.8% 6,241 33.9%
3 People 606 12.6% 1,824 15.2% 2,835 15.4%
4 to 6 People 1,043 21.6% 3,024 25.2% 4,631 25.1%
7+ People 105 2.2% 316 2.6% 454 2.5%
Home Ownership 4,822 11,982 18,420
Owners 2,821 58.5% 8,150 68.0% 12,413 67.4%
Renters 2,000 41.5% 3,833 32.0% 6,007 32.6%
Components of Change
Births 97 0.8% 280 0.9% 438 0.9%
Deaths 136 1.1% 327 1.0% 489 1.0%
Migration -59 -0.5% -131 -0.4% -47 -0.1%
Employment (Pop 16+) 10,132 27,047 41,437
Armed Services 0 0.0% 0 0.0% 10 0.0%
Civilian 6,535 64.5% 17,967 66.4% 27,557 66.5%
Employed 6,313 62.3% 17,422 64.4% 26,778 64.6% 5 Min Drive 10 Min Drive 15 Min Drive Unemployed 222 2.2% 545 2.0% 779 1.9%
Not in Labor Force 3,598 35.5% 9,080 33.6% 13,880 33.5% Employed Population 6,313 17,422 26,778
White Collar 3,593 56.9% 10,543 60.5% 16,854 62.9%
Blue Collar 2,720 43.1% 6,879 39.5% 9,923 37.1%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%
1 Person 2 People 3 People 4 to 6
People
Household Size

0.0%

20.0%

40.0%

60.0%

80.0%
5 Min Drive 10 Min Drive 15 Min Drive
Civilian Employment
Employed Unemployed
©SDS, a division of x-span results, inc. Demographic data by PopStats. ... All rights reserved. Page 3 of 4

9.B.a
Packet Pg. 212 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Consumer Demographic Profile
Site: Healdsburg Downtown
Date Report Created: 1/31/2024
# % # % # %
5 Min Drive 10 Min Drive 15 Min Drive
Employment By Occupation 6,313 17,422 26,778
White Collar 3,593 56.9% 10,543 60.5% 16,854 62.9%
Managerial executive 968 15.3% 2,943 16.9% 4,619 17.3%
Prof specialty 1,205 19.1% 3,374 19.4% 5,472 20.4%
Healthcare support 280 4.4% 657 3.8% 1,120 4.2%
Sales 665 10.5% 1,722 9.9% 2,793 10.4%
Office Admin 475 7.5% 1,847 10.6% 2,850 10.6%
Blue Collar 2,720 43.1% 6,879 39.5% 9,923 37.1%
Protective 120 1.9% 508 2.9% 776 2.9%
Food Prep Serving 709 11.2% 1,348 7.7% 1,839 6.9%
Bldg Maint/Cleaning 399 6.3% 858 4.9% 1,116 4.2%
Personal Care 164 2.6% 477 2.7% 739 2.8%
Farming/Fishing/Forestry 71 1.1% 240 1.4% 365 1.4%
Construction 535 8.5% 1,468 8.4% 2,097 7.8%
Production Transp 723 11.4% 1,981 11.4% 2,992 11.2%
Employment By Industry 6,313 17,422 26,778
Agri Mining Const 751 11.9% 1,905 10.9% 2,756 10.3%
Manufacturing 755 12.0% 2,018 11.6% 3,232 12.1%
Transportation 158 2.5% 656 3.8% 923 3.4%
Information 74 1.2% 190 1.1% 325 1.2%
Wholesale Retail 805 12.8% 2,440 14.0% 3,853 14.4%
Fin Insur Real Estate 317 5.0% 888 5.1% 1,361 5.1%
Professional Services 671 10.6% 1,420 8.1% 1,980 7.4%
Management Services 0 0.0% 0 0.0% 2 0.0%
Admin Waste Services 230 3.6% 649 3.7% 1,008 3.8%
Educational services 1,020 16.2% 3,299 18.9% 5,321 19.9% Entertain services 1,083 17.2% 2,207 12.7% 3,248 12.1%
Other Prof services 210 3.3% 823 4.7% 1,238 4.6%
Public admin 237 3.8% 927 5.3% 1,530 5.7%

0.0%

5.0%

10.0%

15.0%
Industry Breakdown

0.0%

5.0%

10.0%

15.0%

20.0%
Industry Breakdown Cont.
©SDS, a division of x-span results, inc. Demographic data by PopStats. ... All rights reserved. Page 4 of 4

9.B.a
Packet Pg. 213 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Employment Profile
Site: Healdsburg Downtown
Date Report Created:

Daytime Population
Student Population
Median Employee Salary
Average Employee Salary
Wages
Salary/Wage per Employee per Annum
Under $15,000 CrYr 3.2% 3.1% 3.4%
15,000 to 30,000 CrYr 3.8% 3.7% 3.4%
30,000 to 45,000 CrYr 19.0% 18.7% 17.0%
45,000 to 60,000 CrYr 27.5% 27.1% 28.2%
60,000 to 75,000 CrYr 15.8% 16.9% 17.0%
75,000 to 90,000 CrYr 12.9% 13.7% 13.2%
90,000 to 100,000 CrYr 2.7% 3.0% 3.0%
Over 100,000 CrYr 15.0% 13.7% 14.8%
Industry Groups
# % # % # % # % # % # %
Total 888 100% 7,131 100% 1,513 100% 12,092 100% 2,428 100% 21,941 100% Accomodation & Food Services 62 7.0% 669 9.4% 105 7.0% 1,046 8.6% 141 5.8% 1,436 6.5% Administration & Support Services 21 2.3% 208 2.9% 39 2.6% 331 2.7% 77 3.2% 704 3.2% Agriculure, Forestry, Fishing, Hunting 36 4.0% 198 2.8% 60 3.9% 357 2.9% 94 3.9% 616 2.8% Arts, Entertainment, & Recreation 29 3.2% 265 3.7% 45 3.0% 434 3.6% 61 2.5% 817 3.7% Construction 44 4.9% 219 3.1% 114 7.5% 664 5.5% 205 8.4% 1,293 5.9% Educational Services 21 2.4% 278 3.9% 42 2.8% 678 5.6% 64 2.6% 1,087 5.0% Finance & Insurance 38 4.3% 162 2.3% 75 5.0% 319 2.6% 111 4.6% 506 2.3% Health Care & Social Assistance 130 14.7% 1,473 20.7% 200 13.2% 2,107 17.4% 372 15.3% 4,841 22.1% Information 15 1.7% 145 2.0% 22 1.4% 263 2.2% 34 1.4% 508 2.3% Management of Companies & Enterprises 3 0.3% 51 0.7% 4 0.3% 71 0.6% 5 0.2% 87 0.4% Manufacturing 79 8.9% 892 12.5% 134 8.8% 1,542 12.8% 221 9.1% 2,688 12.3% Mining 0 0.0% 0 0.0% 0 0.0% 0 0.0% 1 0.0% 15 0.1%
Professional, Scientific, & Technical Services 86 9.6% 322 4.5% 138 9.1% 550 4.5% 223 9.2% 964 4.4% Real Estate, Rental, Leasing 45 5.1% 174 2.4% 72 4.7% 282 2.3% 120 4.9% 548 2.5% Retail Trade 152 17.1% 1,061 14.9% 231 15.3% 1,671 13.8% 333 13.7% 2,663 12.1% Transportation & Storage 10 1.1% 168 2.4% 22 1.5% 245 2.0% 41 1.7% 780 3.6% Utilities 2 0.2% 44 0.6% 7 0.4% 159 1.3% 8 0.3% 180 0.8% Wholesale Trade 10 1.1% 37 0.5% 20 1.3% 74 0.6% 46 1.9% 215 1.0% Other Services 106 11.9% 764 10.7% 184 12.2% 1,299 10.7% 272 11.2% 1,993 9.1% 5 Min Drive 10 Min Drive 15 Min Drive
1/31/2024
14,256 50,125
1,938 9,471
30,573
6,031
57,830
64,238 63,968 65,024
Employee's
57,142 58,374
272 744
380
446
1,352 3,728
1,964 6,193
1,130 3,740
2,267
3,279
2,043
Establishments Employee's Establishments Employee's Establishments 1,658
363
1,658
# # #
920 2,902
231 742
190 652
1,071 3,238

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%
Employee's by Industry
©SDS, a division of x-span results, inc. Data by STI. All rights reserved. Page 1 of 2 ...

9.B.a
Packet Pg. 214 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Analysis) Employment Profile
Site: Healdsburg Downtown
Date Report Created:
5 Min Drive 10 Min Drive 15 Min Drive
1/31/2024
Occupations
White Collar 50.5% 49.0% 50.4%
Architecture & Engineering 1.7% 1.7% 1.7%
Community & Social Science 3.0% 2.7% 3.3%
Computer/Mathematical Science 1.4% 1.2% 1.3%
Education, Training, & Library 4.1% 5.2% 4.5%
Entertainment & Media 1.8% 1.7% 1.5%
Healthcare Practitioners 8.6% 7.3% 8.9%
Healthcare Support 3.2% 2.9% 3.3%
Legal 0.4% 0.3% 0.3%
Life, Physical, & Social Science 0.8% 0.8% 0.8%
Management 5.7% 5.6% 5.6%
Office & Administrative Support 16.9% 16.5% 16.6%
Blue Collar 47.2% 48.7% 47.3%
Building & Grounds Cleaning & Maintenance 3.8% 3.8% 3.8% Construction 2.8% 4.4% 4.6%
Farming, Fishing, & Forestry 0.6% 0.7% 0.6%
Food Service 6.9% 7.0% 6.0%
Installation & Maintenance 3.9% 4.1% 4.2%
Personal Care & Service 2.6% 2.5% 2.6%
Production 5.7% 5.9% 5.8%
Protective Service 1.2% 1.1% 1.2%
Sales & Related 12.4% 11.9% 10.9%
Transportation & Material Moving 7.4% 7.1% 7.7%
Military Services 2.3% 2.3% 2.3%
Employee Totals and History
Current
2023 Q1
2022 Q4
2022 Q3
2022 Q2
2022 Q1
2021 Q4
2021 Q3
2021 Q2
12,396
7,131 12,092 21,941
# of Employee's # of Employee's
3,601 11,064
7,673 23,538
7,438 22,963
7,406 22,464
13,006
12,712
122
12,120
12,353
7,598 23,071
7,556 23,078
7,432 22,600
12,849
7,276 21,807
7,278 22,104
12,877
12,628
363
215 713
205
331
97 275
291 991
125 321
150
624
205
610 1,957
231 720
25 59
885
355
38 60 182
404 1,231
3,363 10,376
98 683
5,886
1,315
912
137
274 824
197 1,016
40 131
465
532
84 848
493
1,439
864
166
1,264
89 273
886 2,389
524 1,683
305
492
275
1,207 3,644
5,926
1,999
183 570
404
# # #
280 502
719
# of Employee's

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%
Employee's by Occupation
©SDS, a division of x-span results, inc. Data by STI. All rights reserved. Page 2 of 2 ...

9.B.a
Packet Pg. 215 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Analysis) Consumer Demand & Market Supply Assessment
Site: Healdsburg Downtown
Date Report Created: 1/31/2024
Demographics
Population 11,966 32,339 49,690
5-Year Population estimate 12,103 32,321 50,005
Population Households 11,890 32,120 49,211
Group Quarters Population 76 219 479
Households 4,822 11,982 18,420
5-Year Households estimate 4,885 11,991 18,557
WorkPlace Establishments 888 1,513 2,428
Workplace Employees 7,131 12,092 21,941
Median Household Income $94,601 $103,161 $102,626
Consumer Market Opportunity Consumer Market Opportunity Consumer Market Opportunity By Establishments Demand Supply Gap/Surplus Demand Supply Gap/Surplus Demand Supply Gap/Surplus Vending Machine Operators (Non-Store) $2,141,681 $0 ($2,141,681) -100% $5,768,344 $0 ($5,768,344) -100% $8,735,223 $22,249,014 $13,513,791 155% Department Stores $4,926,020 $0 ($4,926,020) -100% $13,550,503 $1,184,083 ($12,366,420) -91% $20,396,412 $2,815,537 ($17,580,875) -86% Direct Selling Establishments $1,653,044 $464,242 ($1,188,802) -72% $4,520,666 $1,303,311 ($3,217,355) -71% $6,819,690 $3,287,445 ($3,532,246) -52% Shoe Stores $1,572,671 $770,500 ($802,171) -51% $4,357,855 $1,434,671 ($2,923,184) -67% $6,550,719 $1,587,707 ($4,963,012) -76% Other Misc. Store Retailers $4,672,443 $2,613,944 ($2,058,499) -44% $12,882,333 $4,184,087 ($8,698,246) -68% $19,383,509 $6,912,527 ($12,470,982) -64% Furniture Stores $3,262,972 $1,878,792 ($1,384,180) -42% $9,065,518 $1,950,884 ($7,114,634) -78% $13,582,079 $8,028,317 ($5,553,762) -41% Other Motor Vehicle Dealers $3,855,872 $2,555,036 ($1,300,836) -34% $10,693,644 $5,210,251 ($5,483,394) -51% $16,047,405 $8,486,549 ($7,560,855) -47% Electronics/Appliance $4,506,460 $3,338,700 ($1,167,760) -26% $10,880,077 $1,915,144 ($8,964,933) -82% $17,030,005 $12,078,188 ($4,951,817) -29% Grocery Stores $29,032,175 $21,561,100 ($7,471,075) -26% $79,460,157 $68,658,681 ($10,801,475) -14% $119,787,600 $121,631,933 $1,844,333 2% Special Food Services $3,042,365 $2,320,826 ($721,539) -24% $7,189,534 $3,514,868 ($3,674,666) -51% $11,333,128 $4,841,754 ($6,491,373) -57% Office Supplies/Stationary/Gift $1,274,753 $1,160,604 ($114,149) -9% $3,359,119 $2,083,254 ($1,275,865) -38% $5,118,759 $3,092,790 ($2,025,969) -40% Home Furnishing Stores $2,621,243 $2,459,832 ($161,410) -6% $7,232,658 $3,755,700 ($3,476,958) -48% $10,876,981 $5,355,890 ($5,521,091) -51% Electronic Shopping/Mail Order Houses $64,553,116 $63,874,426 ($678,690) -1% $168,754,912 $63,874,426 ($104,880,486) -62% $257,872,059 $63,874,426 ($193,997,633) -75% Sporting Goods/Hobby/Musical Instrument $3,543,359 $3,734,677 $191,318 5% $9,814,483 $8,853,693 ($960,789) -10% $14,738,869 $15,160,163 $421,294 3% Other General Merchandise Stores $30,309,160 $37,788,373 $7,479,213 25% $82,923,062 $54,184,641 ($28,738,420) -35% $125,044,218 $86,511,671 ($38,532,547) -31% Clothing Stores $10,728,507 $13,390,500 $2,661,993 25% $29,648,483 $10,774,252 ($18,874,231) -64% $44,557,819 $14,624,522 ($29,933,297) -67% Specialty Food Stores $1,599,108 $2,030,070 $430,962 27% $4,372,706 $2,986,373 ($1,386,333) -32% $6,592,625 $4,561,108 ($2,031,517) -31% Book/Periodical/Music Stores $675,717 $918,900 $243,183 36% $1,847,348 $1,698,454 ($148,893) -8% $2,787,292 $1,930,761 ($856,531) -31% Florists/Misc. Store Retailers $457,247 $626,069 $168,822 37% $1,259,117 $834,759 ($424,358) -34% $1,892,286 $1,031,715 ($860,571) -45% Automotive Parts/Accessories/Tire $4,509,430 $6,196,180 $1,686,749 37% $12,445,951 $8,524,701 ($3,921,250) -32% $18,741,399 $15,827,380 ($2,914,020) -16% Health/Personal Care Stores $14,261,909 $20,777,502 $6,515,593 46% $39,178,589 $29,802,712 ($9,375,878) -24% $59,035,706 $51,546,556 ($7,489,150) -13% Gasoline Stations $23,136,738 $34,801,576 $11,664,837 50% $63,909,218 $69,518,863 $5,609,645 9% $96,171,629 $88,827,362 ($7,344,267) -8% Jewelry/Luggage/Leather Goods $1,530,618 $2,314,614 $783,996 51% $4,216,670 $3,341,852 ($874,818) -21% $6,332,701 $3,341,852 ($2,990,849) -47% Full-Service Restaurants $19,073,090 $29,567,000 $10,493,910 55% $42,252,379 $33,058,550 ($9,193,829) -22% $68,038,922 $49,023,559 ($19,015,364) -28% Bar/Drinking Places (Alcoholic Beverages) $1,326,184 $2,121,395 $795,211 60% $2,678,570 $2,167,098 ($511,472) -19% $4,453,737 $3,682,500 ($771,237) -17% Used Merchandise Stores $893,593 $1,477,500 $583,907 65% $2,460,063 $2,649,104 $189,041 8% $3,701,074 $2,678,004 ($1,023,070) -28% Automotive Dealers $56,338,391 $99,070,686 $42,732,295 76% $156,697,411 $118,135,670 ($38,561,740) -25% $235,035,872 $119,270,409 ($115,765,462) -49% Lawn/Garden Equipment/Supplies Stores $1,852,048 $4,198,991 $2,346,943 127% $5,102,502 $6,236,192 $1,133,690 22% $7,667,626 $11,557,513 $3,889,887 51% Limited-Service Eating Places $17,708,998 $50,378,414 $32,669,416 184% $41,887,321 $38,443,973 ($3,443,349) -8% $66,011,517 $50,894,771 ($15,116,746) -23% Building Material/Supplies Dealers $16,291,285 $51,883,043 $35,591,758 218% $44,904,401 $71,209,952 $26,305,551 59% $67,582,777 $104,468,801 $36,886,025 55% Beer/Wine/Liquor Stores $2,536,028 $26,420,737 $23,884,709 942% $6,934,106 $31,585,329 $24,651,224 356% $10,461,835 $54,454,432 $43,992,597 421% Consumer Demand/Market Supply Index $333,886,225 $490,694,229 68 $890,247,698 $653,075,528 136 $1,352,381,471 $943,635,154 143 5 Min Drive 10 Min Drive 15 Min Drive
... ©SDS, a division of x-span results, inc. Data by STI. All rights reserved. Page 1 of 3

9.B.a
Packet Pg. 216 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Consumer Demand & Market Supply Assessment
Site: Healdsburg Downtown
Date Report Created: 1/31/2024
5 Min Drive 10 Min Drive 15 Min Drive
Consumer Market Opportunity Consumer Market Opportunity Consumer Market Opportunity By Major Product Lines Demand Supply Gap/Surplus Demand Supply Gap/Surplus Demand Supply Gap/Surplus Pets/Pet Foods/Pet Supplies $2,926,722 $1,790,536 ($1,136,186) -39% $8,130,342 $2,642,985 ($5,487,357) -67% $12,190,698 $4,221,553 ($7,969,145) -65% Furniture/Sleep/Outdoor/Patio Furniture $9,649,558 $6,942,184 ($2,707,373) -28% $26,828,017 $7,784,011 ($19,044,006) -71% $40,183,065 $14,801,077 ($25,381,987) -63% Alcoholic Drinks Served at the Establishment $9,647,808 $7,334,335 ($2,313,473) -24% $19,182,958 $12,366,079 ($6,816,879) -36% $32,076,878 $18,757,584 ($13,319,293) -42% Computer Hardware/Software/Supplies $13,199,013 $10,480,561 ($2,718,452) -21% $25,200,782 $11,039,076 ($14,161,706) -56% $42,760,606 $14,472,227 ($28,288,379) -66% Groceries/Other Food Items (Off Premises) $45,331,562 $38,779,970 ($6,551,592) -14% $124,478,358 $88,461,914 ($36,016,443) -29% $187,444,665 $168,351,641 ($19,093,024) -10% Footwear, including Accessories $4,381,800 $3,925,605 ($456,195) -10% $12,146,538 $4,581,399 ($7,565,139) -62% $18,259,302 $5,781,158 ($12,478,144) -68% Womens/Juniors/Misses Wear $10,512,373 $9,952,544 ($559,829) -5% $28,992,803 $11,517,560 ($17,475,242) -60% $43,601,756 $14,809,911 ($28,791,844) -66% Drugs/Health Aids/Beauty Aids/Cosmetics $41,134,801 $40,597,967 ($536,834) -1% $112,994,487 $53,446,197 ($59,548,290) -53% $170,279,240 $79,529,145 ($90,750,095) -53% Books/Periodicals $1,146,124 $1,159,328 $13,204 1% $3,180,622 $2,005,650 ($1,174,972) -37% $4,780,036 $2,291,646 ($2,488,390) -52% Meats/Nonalcoholic Beverages $33,517,637 $35,804,337 $2,286,700 7% $79,448,098 $67,875,469 ($11,572,629) -15% $125,119,765 $97,646,358 ($27,473,407) -22% Mens Wear $4,194,201 $4,508,338 $314,137 7% $11,569,410 $5,480,049 ($6,089,362) -53% $17,378,547 $7,260,465 ($10,118,082) -58% Small Electric Appliances $797,446 $891,410 $93,964 12% $2,221,539 $1,117,598 ($1,103,941) -50% $3,333,018 $1,518,507 ($1,814,512) -54% All Other Merchandise $13,641,630 $15,541,912 $1,900,282 14% $37,524,135 $19,676,929 ($17,847,205) -48% $56,477,191 $27,214,396 ($29,262,796) -52% Audio Equipment/Musical Instruments $1,968,642 $2,263,078 $294,436 15% $5,445,141 $2,899,337 ($2,545,804) -47% $8,188,773 $4,430,273 ($3,758,500) -46% Household Fuels (incl Oil, LP gas, Wood, Coal) $593,872 $697,803 $103,931 18% $1,624,300 $1,513,910 ($110,391) -7% $2,453,333 $3,055,903 $602,570 25% Childrens Wear/Infants/Toddlers Clothing $1,563,376 $1,840,634 $277,259 18% $4,408,112 $2,256,789 ($2,151,322) -49% $6,590,371 $3,117,777 ($3,472,593) -53% Kitchenware/Home Furnishings $3,964,673 $4,746,444 $781,771 20% $10,928,811 $6,065,035 ($4,863,776) -45% $16,461,481 $8,302,539 ($8,158,942) -50% Sewing/Knitting Materials/Supplies $163,953 $202,035 $38,081 23% $439,562 $385,455 ($54,106) -12% $658,513 $633,580 ($24,934) -4% Photographic Equipment/Supplies $281,320 $357,919 $76,599 27% $773,517 $461,826 ($311,692) -40% $1,166,765 $986,654 ($180,111) -15% Paper/Related Products $1,146,591 $1,492,640 $346,048 30% $3,143,829 $2,580,996 ($562,833) -18% $4,739,813 $4,245,148 ($494,665) -10% Televisions/VCR/Video Cameras/DVD etc $1,864,695 $2,438,683 $573,989 31% $5,205,041 $3,094,173 ($2,110,868) -41% $7,812,742 $5,769,344 ($2,043,397) -26% Curtains/Draperies/Slipcovers/Bed/Coverings $1,506,534 $2,046,482 $539,949 36% $4,146,190 $2,635,465 ($1,510,725) -36% $6,230,922 $3,685,820 ($2,545,101) -41% Automotive Tires/Tubes/Batteries/Parts $9,482,931 $12,931,669 $3,448,737 36% $26,171,155 $16,355,984 ($9,815,172) -38% $39,422,086 $23,343,334 ($16,078,751) -41% Sporting Goods (incl Bicycles/Sports Vehicles) $3,120,639 $4,446,184 $1,325,545 42% $8,702,307 $7,054,523 ($1,647,784) -19% $13,047,859 $10,477,983 ($2,569,876) -20% Jewelry (including Watches) $2,599,254 $3,734,496 $1,135,243 44% $7,160,406 $4,808,003 ($2,352,403) -33% $10,750,680 $5,188,262 ($5,562,418) -52% Toys/Hobby Goods/Games $1,601,671 $2,302,660 $700,989 44% $4,429,087 $3,367,465 ($1,061,623) -24% $6,657,018 $4,916,579 ($1,740,439) -26% Soaps/Detergents/Household Cleaners $1,336,671 $1,961,412 $624,741 47% $3,650,460 $3,413,311 ($237,148) -6% $5,515,248 $5,526,152 $10,905 0% Retailer Services $10,175,925 $15,651,028 $5,475,102 54% $28,111,306 $20,039,563 ($8,071,743) -29% $42,158,925 $24,911,722 ($17,247,203) -41% Optical Goods (incl Eyeglasses, Sunglasses) $767,155 $1,221,342 $454,186 59% $2,117,696 $1,709,986 ($407,710) -19% $3,180,102 $2,809,630 ($370,472) -12% Cigars/Cigarettes/Tobacco/Accessories $3,274,395 $5,225,115 $1,950,719 60% $8,927,670 $8,336,709 ($590,961) -7% $13,541,193 $12,996,729 ($544,464) -4% Automotive Fuels $21,384,989 $34,161,398 $12,776,409 60% $59,314,146 $67,128,735 $7,814,589 13% $89,144,402 $88,200,374 ($944,027) -1% Autos/Cars/Vans/Trucks/Motorcycles $49,970,976 $84,322,654 $34,351,679 69% $139,166,647 $101,611,145 ($37,555,502) -27% $208,683,538 $104,209,803 ($104,473,734) -50% Major Household Appliances $1,282,329 $2,166,976 $884,647 69% $3,541,294 $2,982,078 ($559,216) -16% $5,306,570 $5,269,507 ($37,063) -1% Automotive Lubricants (incl Oil, Greases) $1,282,329 $2,166,976 $884,647 69% $3,541,294 $2,982,078 ($559,216) -16% $5,306,570 $5,269,507 ($37,063) -1% Floor/Floor Coverings $2,215,760 $4,286,309 $2,070,549 93% $6,099,271 $5,936,024 ($163,248) -3% $9,185,211 $8,627,260 ($557,951) -6% Lawn/Garden/Farm Equipment/Supplies $5,133,837 $10,733,933 $5,600,096 109% $14,133,261 $15,363,482 $1,230,221 9% $21,241,688 $24,334,606 $3,092,918 15% Hardware/Tools/Plumbing/Electrical Supplies $4,623,554 $13,633,283 $9,009,729 195% $12,684,876 $18,570,971 $5,886,095 46% $19,115,695 $27,147,397 $8,031,701 42% Dimensional Lumber/Other Building Materials $6,542,269 $21,469,299 $14,927,030 228% $18,073,396 $29,476,359 $11,402,963 63% $27,206,234 $43,262,078 $16,055,844 59% Paints/Sundries/Wallpaper/Wall Coverings $1,154,318 $3,858,487 $2,704,169 234% $3,192,430 $5,298,725 $2,106,295 66% $4,805,490 $7,784,573 $2,979,084 62% Packaged Liquor/Wine/Beer $5,605,588 $23,637,499 $18,031,911 322% $15,435,441 $30,624,012 $15,188,572 98% $23,236,971 $52,129,478 $28,892,507 124% ... ©SDS, a division of x-span results, inc. Data by STI. All rights reserved. Page 2 of 3

9.B.a
Packet Pg. 217 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Consumer Demand & Market Supply Assessment
Site: Healdsburg Downtown
Date Report Created: 1/31/2024
5 Min Drive 10 Min Drive 15 Min Drive
Data for this report is provided via the Market Outlook database from Synergos Technologies, Inc (STI).

Market Outlook is based on the following -
• the Consumer Expenditure Survey (CE), a program of the Bureau of Labor Statistics (BLS); • the U.S. Census Bureau’s monthly and annual Retail Trade (CRT) reports; • the Census Bureau’s Economic Census; with supporting demographic data from STI: PopStats data and STI: WorkPlace.

Market Outlook data covers 31 leading retail segments and 40 major product and service lines.

The difference between demand and supply represents the opportunity gap or surplus available for each retail outlet cited on the Market Outlook report for the specified trade area or reporting geography. When the demand is greater than (or less than) the supply, there is an opportunity gap (or surplus) for that retail outlet.

In other words, a negative value signifies an opportunity gap where the Consumer Demand is higher than the Market Supply, while a positive value signifies a surplus.

Consumer Demand/Market Supply Index:
n = 100 (Equilibrium)
n > 100 suggests demand is not being fully met within the market, consumers are leaving the area to shop n < 100 suggests supply exceeds demand, attracting consumers from outside the defined area ... ©SDS, a division of x-span results, inc. Data by STI. All rights reserved. Page 3 of 3

9.B.a
Packet Pg. 218 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Site: Healdsburg Downtown
Date: 1/31/2024
5 Min Drive 10 Min Drive 15 Min Drive
1A Top Shelf 0.0% 2.4% ##
1B Affluent Suburbia 13.6% 17.1% ##
2A New Suburban Families 0.4% 1.5% ##
2B Older Empty Nest Families 10.7% 4.3% ##
3A Mid-Income Rural 27.1% 27.9% ##
3B Urbanites 9.8% 4.8% ##
3C Older Mid-Income Households 0.7% 4.2% ##
4A Rising Middle Income Families 20.9% 21.6% ##
4B Young Aspirations 8.5% 9.7% ##
5A College Students and Recent Gradu 0.0% 0.0% ##
5B Middle America 0.6% 0.3% ##
5C Upscale Young Singles and Couples 0.0% 0.0% ##
6A Ethnic and Small Town Groups 0.3% 0.1% ##
6B Blue Collar Urbanites 0.0% 0.0% ##
6C Industrial Remnants 0.0% 0.0% ##
7A Military and Blue Collar 0.0% 0.1% ##
7B Rural Working Blues 6.5% 3.6% ##
7C Ageing Small Town America 0.9% 2.4% ##
SUM(F11,F16,F22,F28,F35,F41,F47,F51,F57,F64,F68,F75,F79,F86,F91,F96,F100,F108) Total Households 5,024 100% 12,587 100% 19,464 100%
Rank * Cluster Lifestage Group Households % Households % Households % 1 13 Cowboy Country 3A Mid-Income Rural 1,308 26.0% 3,407 27.1% 4,647 23.9% 2 10 Emerging Leaders 4A Rising Middle Income Families 973 19.4% 1,014 8.1% 1,722 8.8% 3 04 Young Success 1B Affluent Suburbia 685 13.6% 1,552 12.3% 2,396 12.3% 4 15 Comfortable Retirement 2B Older Empty Nest Families 539 10.7% 540 4.3% 546 2.8% 5 44 Pacific Second City 3B Urbanites 472 9.4% 585 4.6% 1,840 9.5% 6 35 Generational Dreams 4B Young Aspirations 315 6.3% 934 7.4% 934 4.8% 7 48 Tex-Mex 7B Rural Working Blues 294 5.9% 294 2.3% 312 1.6% 8 14 American Playgrounds 4B Young Aspirations 109 2.2% 207 1.6% 234 1.2% 9 08 Living the Dream 4A Rising Middle Income Families 76 1.5% 121 1.0% 238 1.2% 10 54 Agricultural Areas 7C Ageing Small Town America 46 0.9% 106 0.8% 126 0.6% * Rank is based on Trade Area 1 cluster size
Household Segmentation Profile
5 Min Drive 10 Min Drive 15 Min Drive
5 Min Drive 10 Min Drive 15 Min Drive

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
1A Top Shelf
1B Affluent Suburbia
2A New Suburban Families
2B Older Empty Nest Families
3A Mid-Income Rural
3B Urbanites
3C Older Mid-Income Households
4A Rising Middle Income Families
4B Young Aspirations
5A College Students and Recent Graduates
5B Middle America
5C Upscale Young Singles and Couples
6A Ethnic and Small Town Groups
6B Blue Collar Urbanites
6C Industrial Remnants
7A Military and Blue Collar
7B Rural Working Blues
7C Ageing Small Town America
Household Lifestage Group Comparison
Uses the AGS Panorama Segmentation system. More information is available by clicking on the respective cluster. Cluster names have been modified from the originals. Page 1 of 3 ...

9.B.a
Packet Pg. 219 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Analysis) Household Segmentation Profile
Date: 1/31/2024
TOTAL HOUSEHOLDS 5,024 100% 12,587 100% 19,464 100%
Segment Group Cluster Name
1A Top Shelf 0 0.0% 300 2.4% 308 1.6%
01 One Percenters 0 0.0% 0 0.0% 8 0.0%
02 Peak Performers 0 0.0% 0 0.0% 0 0.0%
03 Second City Achievers 0 0.0% 300 2.4% 300 1.5%
1B Affluent Suburbia 685 13.6% 2,147 17.1% 3,853 19.8%
04 Young Success 685 13.6% 1,552 12.3% 2,396 12.3%
05 Affluent Parents 0 0.0% 47 0.4% 456 2.3%
06 Best of Both Worlds 0 0.0% 24 0.2% 344 1.8%
09 Successful Urban Commuters 0 0.0% 524 4.2% 657 3.4%
2A New Suburban Families 18 0.4% 194 1.5% 351 1.8%
17 New American Dreams 0 0.0% 45 0.4% 137 0.7%
21 New Suburban Style 18 0.4% 141 1.1% 202 1.0%
34 Midwestern Comforts 0 0.0% 8 0.1% 8 0.0%
42 Rising Fortunes 0 0.0% 0 0.0% 4 0.0%
2B Older Empty Nest Families 539 10.7% 540 4.3% 680 3.5% 12 Mainstream Established Suburb 0 0.0% 0 0.0% 97 0.5%
15 Comfortable Retirement 539 10.7% 540 4.3% 546 2.8%
18 Small Town Middle Managers 0 0.0% 0 0.0% 0 0.0%
33 Noreasters 0 0.0% 0 0.0% 11 0.1%
41 All-American 0 0.0% 0 0.0% 25 0.1%
3A Mid-Income Rural 1,362 27.1% 3,511 27.9% 4,842 24.9% 13 Cowboy Country 1,308 26.0% 3,407 27.1% 4,647 23.9%
16 Spacious Suburbs 31 0.6% 31 0.2% 36 0.2%
20 Strong Individualists 23 0.5% 74 0.6% 159 0.8%
51 Low Cost Rural 0 0.0% 0 0.0% 0 0.0%
3B Urbanites 491 9.8% 605 4.8% 1,860 9.6%
38 Middle America 0 0.0% 1 0.0% 2 0.0%
44 Pacific Second City 472 9.4% 585 4.6% 1,840 9.5%
45 Northern Perseverance 19 0.4% 19 0.2% 19 0.1%
58 Urban Crowd 0 0.0% 0 0.0% 0 0.0%
3C Older Mid-Income Households 37 0.7% 533 4.2% 1,170 6.0% 46 Individual Singles 0 0.0% 0 0.0% 0 0.0%
49 Retirement 37 0.7% 533 4.2% 1,170 6.0%
4A Rising Middle Income Families 1,049 20.9% 2,722 21.6% 3,761 19.3% 07 Upscale Diversity 0 0.0% 611 4.9% 614 3.2%
08 Living the Dream 76 1.5% 121 1.0% 238 1.2%
10 Emerging Leaders 973 19.4% 1,014 8.1% 1,722 8.8%
11 West Coast Affluence 0 0.0% 976 7.8% 1,187 6.1%
4B Young Aspirations 427 8.5% 1,217 9.7% 1,259 6.5%
14 American Playgrounds 109 2.2% 207 1.6% 234 1.2%
19 Outer Suburban Affluence 2 0.0% 4 0.0% 8 0.0%
22 Up and Coming Suburban Divers 0 0.0% 72 0.6% 83 0.4% 35 Generational Dreams 315 6.3% 934 7.4% 934 4.8%
40 Beltway Commuters 0 0.0% 0 0.0% 0 0.0%
5 Min Drive 10 Min Drive 15 Min Drive
Uses the AGS Panorama Segmentation system. More information is available by clicking on the respective cluster. Cluster names have been modified from originals. Page 2 of 3 ...

9.B.a
Packet Pg. 220 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Analysis) Household Segmentation Profile
Date: 1/31/2024
TOTAL HOUSEHOLDS 5,024 100% 12,587 100% 19,464 100%
Segment Group Cluster Name 5 Min Drive 10 Min Drive 15 Min Drive 5A College Students and Recent Graduates 0 0.0% 0 0.0% 1 0.0% 57 College Towns 0 0.0% 0 0.0% 1 0.0%
67 Starting Out 0 0.0% 0 0.0% 0 0.0%
5B Middle America 30 0.6% 38 0.3% 43 0.2%
26 High Density Diversity 0 0.0% 0 0.0% 0 0.0%
36 Olde New England 25 0.5% 33 0.3% 38 0.2%
39 Second City Beginnings 5 0.1% 5 0.0% 5 0.0%
43 Classic Interstate Suburbia 0 0.0% 0 0.0% 0 0.0%
5C Upscale Young Singles and Couples 0 0.0% 0 0.0% 0 0.0% 25 Tech-Savy Group 0 0.0% 0 0.0% 0 0.0%
27 Young Coastal Technocrats 0 0.0% 0 0.0% 0 0.0%
6A Ethnic and Small Town Groups 13 0.3% 13 0.1% 15 0.1% 31 Latino Workforce 0 0.0% 0 0.0% 0 0.0%
59 Hardworking Latino Families 0 0.0% 0 0.0% 0 0.0%
60 Immigrant 0 0.0% 0 0.0% 1 0.0%
64 Southern Cities 0 0.0% 0 0.0% 0 0.0%
65 Small Towns 13 0.3% 13 0.1% 13 0.1%
6B Blue Collar Urbanites 0 0.0% 0 0.0% 0 0.0%
28 Coastal Diversity 0 0.0% 0 0.0% 0 0.0%
30 True Grit 0 0.0% 0 0.0% 0 0.0%
32 Apartment Dwellers 0 0.0% 0 0.0% 0 0.0%
6C Industrial Remnants 0 0.0% 0 0.0% 0 0.0%
63 Southern Small Towns 0 0.0% 0 0.0% 0 0.0%
66 Metropolitan Blue Collar 0 0.0% 0 0.0% 0 0.0%
68 Rust Belt 0 0.0% 0 0.0% 0 0.0%
7A Military and Blue Collar 0 0.0% 7 0.1% 9 0.0%
61 Communal Living 0 0.0% 7 0.1% 9 0.0%
62 Blue Collar Diversity 0 0.0% 0 0.0% 0 0.0%
7B Rural Working Blues 327 6.5% 453 3.6% 761 3.9%
24 Remote Latino Neighborhoods 33 0.7% 158 1.3% 445 2.3% 29 Metropolitan 0 0.0% 0 0.0% 0 0.0%
47 Simply Southern 0 0.0% 0 0.0% 5 0.0%
48 Tex-Mex 294 5.9% 294 2.3% 312 1.6%
53 Classic Southerners 0 0.0% 0 0.0% 0 0.0%
56 Blue Collar 0 0.0% 0 0.0% 0 0.0%
7C Ageing Small Town America 46 0.9% 308 2.4% 550 2.8%
23 Long-Lasting Heartland 0 0.0% 0 0.0% 0 0.0%
37 Industrial Town 0 0.0% 180 1.4% 184 0.9%
50 Small Town 0 0.0% 0 0.0% 0 0.0%
52 Great Open Country 0 0.0% 22 0.2% 240 1.2%
54 Agricultural Areas 46 0.9% 106 0.8% 126 0.6%
55 Mining Areas 0 0.0% 0 0.0% 0 0.0%
Uses the AGS Panorama Segmentation system. More information is available by clicking on the respective cluster. Cluster names have been modified from originals. Page 3 of 3 ...

9.B.a
Packet Pg. 221 Attachment: City of Healdsburg 2024 Capture and Leakage Report (4364 : Sales Tax Capture and Leakage Analysis) Sales Tax Capture and
Leakage Analysis
April 1, 2024

9.B.b
Packet Pg. 222 Attachment: 4-1-24 Sales Tax Analysis (4364 : Sales Tax Capture and Leakage Analysis) Overview
• City Council Goal for 23/24
• Sales Tax Basics
• Overview of Healdsburg’s Sales Tax
Revenues
• Capture and Leakage Analysis
• Implications for this Data
* Note: The City cannot publicly share of discuss revenue data for any specific businesses.

9.B.b
Packet Pg. 223 Attachment: 4-1-24 Sales Tax Analysis (4364 : Sales Tax Capture and Leakage Analysis) Sales Tax
Basics
• $8.8m total revenue in FY22/23 • Current allocation of the 9%:

State
State General Fund: 3.9375%
City
General Fund (Bradley-Burns) 1.0%
Measure T (Transaction Tax) 0.5%
Sonoma County
Public Safety 0.50%
Realignment 1.5625%
Transportation 0.25%
Library 0.125%
Parks 0.125%
Mental Health and Homelessness 0.25%
Transportation Authority 0.25%
SMART 0.25%
Ag and Open Space 0.25%

9.B.b
Packet Pg. 224 Attachment: 4-1-24 Sales Tax Analysis (4364 : Sales Tax Capture and Leakage Analysis) General Fund
Revenue
Breakdown
Business
License Tax
1%
Charges for
Services
4%
Franchise
Payments
4%
Intergovernmental
3%
Other
6%
Permits & Fees
7%
Property Tax
28%
Sales & Use Tax
33%
Transfers
7%
Transient
Occupancy Tax
7%

9.B.b
Packet Pg. 225 Attachment: 4-1-24 Sales Tax Analysis (4364 : Sales Tax Capture and Leakage Analysis) Breakdown of
Current
Revenues

9.B.b
Packet Pg. 226 Attachment: 4-1-24 Sales Tax Analysis (4364 : Sales Tax Capture and Leakage Analysis) City
Comparisons

9.B.b
Packet Pg. 227 Attachment: 4-1-24 Sales Tax Analysis (4364 : Sales Tax Capture and Leakage Analysis) Capture and
Leakage
Analysis
Based on Healdsburg’s demographic profile (population,
age, income, employment, etc.), what would our sales
makeup look like if we were entirely self-sufficient?
When revenues for a given sector exceed the expected
amount, we are capturing sales.

When revenues for a give section are below the expected amount, we are leaking sales.

9.B.b
Packet Pg. 228 Attachment: 4-1-24 Sales Tax Analysis (4364 : Sales Tax Capture and Leakage Analysis) -100%
100%
300%
500%
700%
900%
Healdsburg Capture and Leakage by % (selected sectors)

9.B.b
Packet Pg. 229 Attachment: 4-1-24 Sales Tax Analysis (4364 : Sales Tax Capture and Leakage Analysis) -100%
-50%
0%
50%
100%
150%
200%
250%
Healdsburg Capture and Leakage by % (selected sectors, with beer/wine/liquor deleted for scale)

9.B.b
Packet Pg. 230 Attachment: 4-1-24 Sales Tax Analysis (4364 : Sales Tax Capture and Leakage Analysis) ($6,000,000)
$4,000,000
$14,000,000
$24,000,000
$34,000,000
$44,000,000
Healdsburg Capture and Leakage by $ (selected sectors)

9.B.b
Packet Pg. 231 Attachment: 4-1-24 Sales Tax Analysis (4364 : Sales Tax Capture and Leakage Analysis) Implications
and Next Steps
This analysis can be useful for:
– Economic Forecasting
– Business Attraction, within reason:
– Not every business type makes sense for Healdsburg
– Just because we leak sales doesn’t mean we can support new businesses
– There are limits to how much we can control.
– Business Retention
– Take care of the businesses that support City operations – Chamber of Commerce agreement includes a “Small Business Recognition and Awareness Campaign”

9.B.b
Packet Pg. 232 Attachment: 4-1-24 Sales Tax Analysis (4364 : Sales Tax Capture and Leakage Analysis) 3/27/2024 – Page 1

CITY OF HEALDSBURG

CITY COUNCIL FUTURE AGENDA ITEMS
(NOTE: The schedule is tentative and subject to change pending final publication and posting of the City Council meeting agenda) April 15, 2024 Healdsburg Tourism Improvement District (HTID) Annual Update Memorandum of Understanding to be a member agency in the Russian River Reuse Collective (R3C) Council Compensation Adjustment Ordinance
Revisions to the Memorandum of Understanding with 421 Foss Street LLC (Duchamp Hotel) for the Foley Family Community Pavilion Project
Declaring Vehicles as Surplus
Inclusionary Housing Update
Budget Development Update
Public Art Grant Awards
Memorandum of Understanding with Sonoma County Waste Management Agency (Zero Waste Sonoma) to supply compost to a City Compost Hub
Downtown Housing Capacity Study
May 6, 2024 Public Service Recognition Week Proclamation Weed Abatement Initial Meeting
Home Energy Load Management Program
Landscaping and Lighting Assessment District
2024 Utility Wildfire Mitigation Plan
Annual Water Supply Update
Housing Element Strategic Implementation Plan – Professional Services Agreement SB1205 Annual Inspection Report
Proposed adoption of Water and Wastewater Rates
Various Land Use Code Amendments
City Council Fiscal Year 2024-25 Goals Adoption
Park Design Phasing Discussion and Direction

13.1.a
Packet Pg. 233 Attachment: agenda_planning_sheet_3-27-2024_agenda (4407 : Future Agenda Items - April 1, 2024) 3/27/2024 – Page 2
May 13, 2024
Budget Work Session
May 20, 2024 Public Works Week Proclamation
Receive an Update from the Sonoma County Library
Introduction of the Model T Healdsburg Fire Truck
SB1 List of Projects
Inclusionary Housing Ordinance Update
Water and Wastewater Rates
Annual Review of Good Faith Compliance with the Terms and Conditions of Development Agreements for the following Projects:

1. Mill District Project (Replay Healdsburg, LLC; Eden Mill District, LP)

2. North Village Project (CCS Healdsburg, LLC; Kendal at Sonoma, A Zen Inspired Community; BHDC North Village, LLC)

3. Saggio Hills Affordable Housing Project (Freebird Development Company, LLC) FY23-24 Q3 Financial Update
Council Subcommittee selection for Planning Commission Applications June 3, 2024 Pride Month Proclamation
Gun Violence Awareness Day Proclamation
FY24-25 and FY25-26 Budget Adoption
GANN Appropriation Limit
General Plan Amendment – Local Hazard Mitigation Plan
Saggio Hills and Badger Park Design Contract
June 17, 2024 REDCOM Contract Renewal
Northern Sonoma County Fire District Contract Renewal
Investment Policy

13.1.a
Packet Pg. 234 Attachment: agenda_planning_sheet_3-27-2024_agenda (4407 : Future Agenda Items - April 1, 2024) 3/27/2024 – Page 3
Weed abatement public hearing
Landscaping and Lighting Assessment District
Appointments to Planning Commission
(NOTE: The schedule is tentative and subject to change pending final publication and posting of the City Council meeting agenda)

13.1.a
Packet Pg. 235 Attachment: agenda_planning_sheet_3-27-2024_agenda (4407 : Future Agenda Items - April 1, 2024)