Outlook Conway 2016

1880 1,028 -
1890 1,207 17.4%
1900 2,003 65.9%
1910 2,795 39.5%
1920 4,564 63.4%
1930 5,534 21.3%
1940 5,782 4.5%
1950 8,610 48.9%
1960 9,791 13.7%
1970 15,510 58.4%
1980 20,375 21.4%
1990 26,481 30.0%
2000 43,167 63.0%
2010 58,908 36.5%
2014 64,490 9.5%
Year Population Percent Increase
Conway Growth

Occupation Snapshot
24 Occupations in Faulkner County, AR

Bachelor Building
Federal Plaza
Satterfield Station – Phase II
Downtown Conway

Federal Plaza
Downtown Conway – 1000 Main Street

Bachelor Building
Downtown Conway - 730 Front Street

Satterfield Station – Phase II
Downtown Conway – Front & Prairie Streets

Proposed Medical
Office Building
Conway Regional Medical Park – Lot 3B

Interstate 40 Corridor
Widening Completed
22 Miles
$117 Million

U.S. Highway 64
Under Construction
2 Project
10 Miles
$29 Million
Scheduled
1 Project
3 Miles
$10 Million
Completed
6 Projects
18 Miles
$52 Million

Project Cost
Central Landing Preliminary Engineering & Environmental $546,500
6th Street I-40 Overpass & Amity Road Intersection $14,361,367
Bruce / 6th Street $3,525,000
Central Landing Boulevard / Oak Street $7,715,000
South Interchange Structures & Grading $2,326,000
South Interchange Base & Paving $2,500,000
Dave Ward Drive / Amity Road $2,000,000
Total Cost Major Street Projects $32,973,867
Major Street Projects

Northwest Let to Contract Scheduled Total
Projects 22 8 29
Total Cost $208,180,434 $214,276,150 $422,456,583
Local
Contribution
$90,104,455 $65,328,212 $155,432,667
Contribution % 37%
Central
Let to Contract Scheduled Total
Projects 14 2 16
Total Cost $157,811,743 $27,224,000 $185,035,743
Local
Contribution
$45,268,054 $11,500,00 $56,768,054
Contribution % 31%
Other
Let to Contract Scheduled Total
Projects 12 3 15
Total Cost $100,449,334 $64,815,119 $165,264,453
Local
Contribution
$21,459,432 $12,839,184 $34,298,616
Contribution % 21%
AHTD Partnering Program

State Highway 25
Partnering Project
New Location & Widening
2 Miles
$10.8 Million

Western Arterial Loop – Southern Interchange
• Partnering Project with
City of Conway
• New Interchange &
New Connection to Hwy. 365
• $17.8 Million

Hwy 65B & Hwy 286 Improvements

North Metro
Consumer
DNA
Jamie Gates
Demographics
Whisperer

Two ideas for today
We have a prevailing trade area. It will
vary to some degree business by
business.
The composition of households within
that trade area is unique and
determines the success of area
businesses.

Acxiom Personicx
Clusters
70 clusters
1 = most affluent (“Summit Estates”)
70 = least affluent (“Favorably Frugal”)
- Age
- Marital Status
- Home Ownership
- Presence of Children
- Household Income
- Net Worth
- Urbanicity

Personicx Lifestage
19 Country Comfort
Country Comfort is a combination of rural white-collar and blue-collar families, some self-employed, with mixed-age
children. Families bond over outdoor activities and enjoy the land and water around them.
©2016 Acxiom Corporation. All rights reserved. Acxiom, InfoBase and Personicx are registered trademarks of Acxiom Corporation.
All other trademarks or service marks mentioned herein are property of their respective owners.
ABOUT COUNTRY COMFORT
Country Comfort households are primarily Caucasian, in their mid-30s
to early 50s, working in technical and blue-collar jobs. They have
children of all ages, from toddlers to older teenagers. Some Country
Comfort families own rural farms, and their radio, television,
magazine, vehicle and activity preferences all strongly reflect a love of
the outdoors. Families camp, cook out, spend time on the water,
garden and hunt. Shopping is rural, too, with top choices including
Tractor Supply Company, IGA and Walmart. They are homeowners
carrying mortgages along with auto and personal loans.
HOUSEHOLDS: 2,610,000 (1.86% OF U.S.)

Personicx Lifestage
19 Country Comfort
AGE - HEAD OF HOUSEHOLD
Cluster % National % Index
18-23 Years 0.0% 3.7% 0
24-29 Years 0.4% 7.9% 6
30-35 Years 8.5% 9.9% 85
36-45 Years 29.5% 18.5% 159
46-55 Years 38.4% 21.1% 182
56-65 Years 19.6% 17.8% 110
66-75 Years 3.5% 11.2% 31
76+ Years 0.0% 10.0% 0
MEAN AGE 48.00 50.70

Personicx Lifestage
19 Country Comfort
ESTIMATED INCOME
<$15,000 0.0% 12.5% 0
$15,000-$19,999 0.0% 5.7% 0
$20,000-$29,999 0.0% 10.6% 0
$30,000-$39,999 0.0% 10.0% 0
$40,000-$49,999 0.1% 9.7% 1
$50,000-$74,999 64.9% 21.6% 300
$75,000-$99,999 28.3% 11.4% 248
$100,000-$124,999 6.7% 6.4% 104
$125,000-$149,999 0.0% 1.7% 0
$150,000+ 0.0% 10.5% 0

Personicx Lifestage
19 Country Comfort
ESTIMATED NET WORTH
< $1 1.0% 13.6% 8
$1 - $4,999 2.4% 7.5% 32
$5,000 - $9,999 3.0% 5.4% 56
$10,000 - $24,999 6.3% 7.7% 82
$25,000 - $49,999 9.1% 7.9% 115
$50,000 - $99,999 16.8% 10.8% 155
$100,000 - $249,999 31.5% 16.4% 193
$250,000 - $499,999 19.8% 12.0% 166
$500,000 - $999,999 9.9% 8.1% 123
$1,000,000 -
$1,999,999
0.0% 5.6% 0
$2,000,000+ 0.0% 5.0% 0

Personicx Lifestage
07 Active Lifestyles
Active Lifestyles contains established couples living in more suburban areas with school-aged children, multiple
vehicles and mortgages. Luckily, with top-ranking incomes, they have the means to support their family activities.
ABOUT ACTIVE LIFESTYLES
Active Lifestyles is made up of wealthy couples with older children and
teens, driving the SUVs needed to move them and their gear. Their
kids are driving now, too, which means additional vehicles at home.
These parents are planning for the future, saving money for college
expenses and taking out disability insurance. Before the kids head off
to college, though, they enjoy the here and now with casual, family-
friendly activities like cooking out, watching movies and playing
outdoor games. They also stay active with deliberate exercise and
high-energy recreation.
HOUSEHOLDS: 3,525,960 (2.52% OF U.S.)

20 minute drive from Oak and Interstate 40
Population 147K
Personicx Total Local Percentage National Percentage Local Gap Effective Pop
19 - Country Comfort 2,720 5.33% 1.86% 287% 424,084
34 - Outward Bound 1,073 2.10% 0.86% 245% 361,824
48 - Farm & Home 1,518 2.98% 1.36% 219% 323,690
15 - Country Ways 1,386 2.72% 1.32% 206% 304,499
47 - Rural Parents 1,531 3.00% 1.47% 204% 302,033
07 - Active Lifestyles 2,611 5.12% 2.52% 203% 300,471
41 - Rural Adventure 579 1.14% 0.56% 203% 299,838
16 - Country Enthusiasts 713 1.40% 0.69% 203% 299,665
58 - Outdoor Fervor 994 1.95% 0.98% 199% 294,142

50 - Rural
Community
7,121
5.88% 1.95% 301% 1,059,020
19 - Country Comfort 6,683
5.51% 1.86% 296% 1,041,973
36 - Persistent &
Productive
5,803
4.79% 3.44% 139% 489,206
48 - Farm & Home 5,496 4.54% 1.36% 333% 1,171,941
47 - Rural Parents 4,511 3.72% 1.47% 253% 889,925
60 - Rural & Mobile 4,108 3.39% 1.41% 240% 844,907
15 - Country Ways 3,772 3.11% 1.32% 236% 828,696
17 - Firmly
Established
3,471
2.86% 3.49% 82% 288,421
North Metro Trade Polygon
Population 351K

Personicx Lifestage
50 Rural Community
Rural Community is among the oldest of all the clusters. At a mean age of 76, these elderly rural couples enjoy comfortable,
socially active lives in the country.
ABOUT RURAL COMMUNITY
Rural Community households are community elders. They have lived for
decades in their rural communities, enjoying elder status in a spectrum of
religious and other organizations. Retirees make up 40% of this cluster. Their
incomes are lower-middle and their investments and savings are
conservative with CDs and annuities. Internet usage is not a priority with
this group. They enjoy growing vegetables, working crossword puzzles and
bird watching. Pickup trucks are a convenient choice in this rural lifestyle,
and might be used to pull boats for outdoor fun on the water.
HOUSEHOLDS: 2,733,300 (1.95% OF U.S.)

Personicx Lifestage
50 Rural Community
CLUSTER INFO
Age 66+
Marital Status Married
Home Ownership Owner
Kids No Kids
Income $35,000 - $59,999
Income Rank 38
Urbanicity Rural
Urbanicity Rank 67
Net Worth $10K-$500K
Net Worth Rank 37

Personicx Lifestage
50 Rural Community
FINANCIAL…
• CDs
• Citizens Bank
• Religious Contributions
• Farmers Insurance Group Auto
Insurance
• Prudential Life Insurance
TV/RADIO…
• Gospel Radio Format
• Dish Network
• "Fox Report with Shepard Smith"
• CBS Local TV News
• "Wheel of Fortune"

Conway
Population 64K
Personicx Total Local Percentage National Percentage Local Gap Effective Pop.
45 - Offices &
Entertainment
580
2.165% 0.89% 243% 155,214
57 - Collegiate Crowd 936 3.493% 1.68% 208% 132,696
30 - Out & About 154 0.575% 0.32% 180% 114,621
59 - Mobile Mixers 656 2.448% 1.37% 179% 114,045
67 - First Steps 565 2.109% 1.22% 173% 110,301
27 - Tenured Proprietors 535 1.997% 1.35% 148% 94,387
26 - Getting Established 732 2.732% 1.86% 147% 93,732
06 - Casual Comfort 584 2.180% 1.49% 146% 93,351
07 - Active Lifestyles 1,385
17 - Firmly Established 1,125
36 - Persistent & Productive 1,080
13 - Work & Play 960
05 - Active & Involved 942
57 - Collegiate Crowd 936
24 - Career Building 815
26 - Getting Established 732

Personicx Lifestage
45 Offices & Entertainment
Offices & Entertainment is made up of young, mostly single individuals and a few married couples who have lower-middle
incomes and minimal-to-no net worth. These renters are looking forward to purchasing first homes soon.
ABOUT OFFICES & ENTERTAINMENT
At a mean age of 26, these singles are almost eight years out of high school
and working predominantly in an office environment. They typically take
advice from friends and neighbors about what they buy, such as designer
clothing, and are influenced by trends and celebrity endorsements. The
Internet is a valuable resource for this group. They use it for entertainment,
they frequently download songs, they've blogged and they have even
ordered groceries online. TV preferences include light-hearted fare such as
"Family Guy" and "Maury," but they also regularly tune into the local news.
HOUSEHOLDS: 1,240,960 (0.89% OF U.S.)

Personicx Lifestage
45 Offices & Entertainment
Offices & Entertainment is made up of young, mostly single individuals and a few married couples who have lower-middle
incomes and minimal-to-no net worth. These renters are looking forward to purchasing first homes soon.
CLUSTER INFO
Age 24-29
Marital Status Single
Home Ownership Renter
Kids No Kids
Income $25,000 - $34,999
Income Rank 51
Urbanicity City & Surrounds
Urbanicity Rank 29
Net Worth <$10K
Net Worth Rank 64

07 - Active Lifestyles 647 7.13% 2.52% 283% 49,068
13 - Work & Play 560 6.17% 3.60% 171% 29,729
17 - Firmly Established 489 5.39% 3.49% 154% 26,778
05 - Active & Involved 467 5.15% 2.69% 191% 33,179
04 - Top Professionals 434 4.78% 2.34% 204% 35,446
24 - Career Building 379 4.18% 2.17% 193% 33,379
26 - Getting Established 371 4.09% 1.86% 220% 38,120
06 - Casual Comfort 337 3.72% 1.49% 249% 43,225
36 - Persistent &
Productive
309
3.41% 3.44% 99% 17,167
Maumelle
Population 18K
Maumelle (18K) Conway (64K)
04 “Top Professionals” 434 499
05 “Active & Involved” 467 942
07 “Active Lifestyles” 647 1385

Takeaways
We have a prevailing trade area. It will vary to some
degree business by business.
- What is your trade area?
The composition of households within that trade area
is unique and determines the success of area
businesses.
- What cluster is crucial to your success?
- How many real prospects do I have?
- WHO ARE THEY? WHERE ARE THEY?

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On-Campus Internships

Outlook Conway 2016

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Editor's Notes