The City of Porterville, California turned to Buxton’s community analytics to craft an award-winning retail recruitment strategy. Learn how city leaders used data-backed insights to reinvigorate a shopping center facing declining vacancy rates and improve quality of life for residents.

1. GROWTH
IN THE
VALLEY.
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The City of Porterville, located on the eastern side of California’s Great Central Valley and nestled against the Sierra Nevada Mountains, boasts a population of more than 55,000 surrounded by rural agricultural communities. Its location may be idyllic, but it’s proven a challenge to recruiting national chains and large retailers, many of whom bypass the city in favor of large metropolitan areas with population bases that span multiple political boundaries.
ISLAND, OR OPPORTUNITY?

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Porterville wanted to avoid becoming simply a “bedroom community” and focused instead on offering residents a vibrant quality of life, including a convenient shopping experience. City leaders turned to Buxton to understand their citizens’ needs and to identify retailers looking for customers that match Porterville’s consumer base. Porterville Community Development Director, Brad Dunlap, credits Buxton with bringing the city’s retail attraction efforts “out of the demographic world and into the psychographic world,” as they understood for the first time how their community members behave as consumers.
PORTRAIT OF A COMMUNITY
“It was eye-opening to see who we really were as a community.”
Brad Dunlap
Community Development Director

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Buxton’s analytics identified an opportunity for Porterville to recruit department stores, as most shoppers were driving 30+ miles to shop at the nearest big box. Armed with Buxton’s insights, Porterville partnered with a local developer to recruit Kohl’s, five years earlier than the store would have otherwise come to the city. The strategic win brought 60 direct jobs to the city, reinvigorated a shopping center that had faced increasing vacancy rates, and attracted additional retailers including Marshall’s, Famous Footwear, and Rue 21. The venture was so successful that Porterville was honored with the California Association for Local Economic Development award of excellence in public/ private partnerships.
AN AWARD-WINNING PAYOFF
PORTERVILLE’S
ROI
ON THE KOHL’S
DEAL WAS
ABOVE 50%.

5. Since 1994, Buxton has been providing big answers for retailers and communities. Our insights go beyond broad regional demographics, drilling down to the household level to give you the clearest picture yet of your community. We’ve helped 650 communities recruit over 35 million square feet of retail space.
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buxtonco.com
WE CAN DO IT
FOR YOU
TOO.
For more information about what Buxton can do for you,
visit us online today at www.buxtonco.com or call us at 888-2BUXTON.