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Report Presentation - Yates ◆ Nata Kostenko

The document presents a comprehensive demographic report of the United States, detailing its total population, median income, age, and various socioeconomic groups. It categorizes households into distinct lifestyle segments, such as 'affluent estates' and 'upscale avenues,' each with unique characteristics regarding wealth, family structure, and living situations. Additionally, it highlights urbanization trends and the diversity index, indicating varying levels of racial and ethnic diversity across different segments.

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YATES. USA DEMOGRAPHICS QUARTERLY REPORT
USASummary 2 United States of Americas Total Population: 318,536,439 Total Household: 120,746, 349 Median Age: 37.9 Median Income: $53,200 Median Net Worth: $84,500 Diversity index: 63.0 Home Ownership Rate: 63.0% Average Household Size: 2.57 Home Value : $200,000 Income Range of the Lifemode Summary Groups Affluent Estates Upscale Avenues Uptown Individuals Family Landscapes GenXurban Cozy Country Living Ethnic Enclaves Middle Ground Senior Styles Rustic Outposts Midtown Singles Hometown Next Wave Scholars and Patriots Lifemode Summary Groups 1. Affluent Estates: Established wealth - educated, well- travelled married couples 2. Upscale Avenues: Prosperous, married couples in higher density neighborhoods 3. Uptown Individuals: Younger, urban singles on the move 4. Family Landscapes: Successful younger families in newer housing 5. GenXurban: Gen X in middle age; families with fewer kinds and a mortgage 6. Cozy Country Living: Empty nesters in bucolic settings 7. Ethnic Enclaves: Established diversity - young, Hispanic homeowners with families 8. Middle Ground: Lifestyles of thirtysomethings 9. Senior Styles: Senior lifestyles reveal the effects of saving for retirement 10. Rustic Outposts: Country life with older families, older homes 11. Midtown singles: Millennials on the move; single, diverse, and urban 12. Hometown: Growing up and staying close to home; single householders 13. Next Wave: Urban denizens; young; diverse; hardworking families 14. Scholars and Patriots: College campuses and military neighborhood
USAUrbanization 3 Urbanization Summary Groups 1. Principal Urban Centers: Young, mobile, diverse in metros or 2.5 + million people 2. Urban Periphery: City life for starting families with single-family homes 3. Metro Cities: Affordable city life, including smaller metros, satellite cities 4. Suburban Periphery: Affluence in the suburbs, married couple-families, longer commutes 5. Semirurals: Small town living, families with affordable homes 6. Rural: Country living with older families, low density, and low diversity
AffluentEstates 4 LifeMode 1: Affluent Estates 11,765,272 Households 9,7% US Households 1A. Top Tier Household Married Couples Housing Single Family Median Age 46,7 Median Income $166K Prof/Mgmt College White • Own lavish vacation homes • Hire financial advisers • Shop at high-end retailers/chains • Access radio and newspaper online • Purchase/Lease fully equipped luxury cars Households: 2,073,878 1B. Professional Pride Household Married Couples Housing Single Family Median Age 40,8 Median Income $132K Prof/Mgmt College Degree White • Upgrade picture-perfect homes • Hold 401(K) and IRA plans/securities • Own latest tablets, smartphones, and laptops • Read epicurean, sports, home service magazines • Own 2-3 vehicles Households: 1,926,841
AffluentEstates 5 1C. Boomburbs Household Married Couples Housing Single Family Median Age 46,7 Median Income $166K Prof/Mgmt College White • Hold gym membership; own home equity • Have home mortgage • Prioritize physical fitness • Own, use latest devices • Prefer SUV’s, luxury cars, minivans Households: 1,822,658 1D. Savvy Suburbanities Household Married Couples Housing Single Family Median Age 44,7 Median Income $110K Prof/Mgmt College Degree White • Enjoy good food, wine • Carry first, second mortgages • DIY gardening, home remodeling • Shop, bank online • Prefer late-model SUV’s minivans, station wagons Households: 3,592,861 1E. Exurbanites Household Married Couples Housing Single Family Median Age 50,0 Median Income $100K Prof/Mgmt College Degree White • Contract for home care services • Invest actively; use financial planners • Prefer natural, organic products • Support public TV/Radio • Choose late-model luxury cars, SUV’s Households: 2,338,000
UpscaleAvenues 6 LifeMode 2: Upscale Avenues 6,834,903 Households 5,7% US Households 2A. Urban Chic Household Married Couples Housing Single Family Median Age 42,9 Median Income $104K Prof/Mgmt College White • Visits museums, art galerries • Own healthy portfolios • Ski; practice yoga; hike; play tennis • Shop, bank online • Choose luxury imports Households: 1,592,681 2B. Pleasantville Household Married Couples Housing Single Family Median Age 42,3 Median Income $89K Prof/Mgmt/Svcs College Degree White • Enjoy outdoor gardening • Invest conservatively • Go to the beach, theme parks, museums • Have bundled services (TV/internet/phone) • Own/Lease imported SUV Households: 2,693,075
UpscaleAvenues 7 LifeMode 2: Upscale Avenues 6,834,903 Households 5,7% US Households 2C. Pacific Heights Household Married Couples Housing Single Family Median Age 42,3 Median Income $87K Prof/Svcs/Mgmt College Degree Asian/Pacific Islander • Own iPods, iPads, newer Macs • Invest conservatively • Gamble at casinos; visit theme parks • Watch Showtime, HBO, Travel Ch, CNN • Choose imported, late-model vehicles Households: 875,962 2D. Enterprising Professionals Household Married Couples Housing Single Family Median Age 35,1 Median Income $82K Prof/Mgmt College Degree White • Gamble; visit museums • Own 401(K) through work • Buy trendy clothes online • Watch movies, TV on demand • Buy digital books for tablet Households: 1,673,185
UptownIndividuals 8 LifeMode 3: Uptown Individuals 4,357,532 Households 3,6% US Households 3A. Laptops & Lattes Household Singles Housing High-Density Apartments Median Age 32,7 Median Income $102K Prof/Mgmt College Degree White • Support environmental groups • Save for retirement • Stay connected via laptop, iPad, mobile phone • Listen to classic rock, jazz blues • Take public transportation; walk; bike Households: 1,263,291 3B. Metro Renters Household Singles Housing Multi-Unit Rentals Median Age 22,3 Median Income $59K Prof/Mgmt College Degree White • Prefer environmentally safe products • Spend wages on rent • Practice yoga, pilates; ski • Active on Facebook, Twitter, Youtube, Linkedin • Take public transportation, taxis, walk, bike Households: 1,801,600
UptownIndividuals 9 LifeMode 3: Uptown Individuals 4,357,532 Households 3,6% US Households 3C. Trendsetters Household Singles Housing High-Density Apartments Median Age 36,1 Median Income $57K Prof/Svcs/Mgmt College Degree White • Travel frequently • Seek financial advice; build stock portfolios • Shop at Whole Foods, Trader Joe’s • Stay connected; prefer texting • Choose subcompacts, public transportation Households: 1,292,641
FamilyLandscapes 10 LifeMode 4: Family Landscapes 8,887,129 Households 7,4% US Households 4A. Soccer Moms Household Married Couples Housing Single Family Median Age 36,8 Median Income $89K Prof/Mgmt College Degree White • Go jogging, biking, target shooting • Carry high level of debt • Visit theme parks • Shop, bank online • Own 2+ vehicles (minivans, SUVs) Households: 3,418,433 4B. Home Improvement Household Married Couples Housing Single Family Median Age 37,4 Median Income $70K Prof/Svcs College Degree White • Eat at Chilli’s; Chik-fil-A, Panera Bread • Invest conservatively • Shop warehouse/club, home improvement stores • Watch DIY Network • Own Minivan, SUV Households: 2,072,695
GenXUrban 11 LifeMode 5: GenX Urban 13,877,266 Households 11,5% US Households 5A. Comfortable Empty Nesters Household Married Couples Housing Single Family Median Age 47,4 Median Income $70K Prof/Mgmt College Degree White • Play golf; ski; work out regularly • Save/Invest prudently • Prefer to eat at home • Listen to sports radio; watch sports on TV • Own 1-2 vehicles Households: 2,988,619 5B. In Style Household Married Couples w/ no kids Housing Single Family Median Age 41,6 Median Income $68K Prof/Mgmt College Degree White • Support arts, theater, concerts, museums • Hold retirement savings, insurance policies • Use coupons, mobile coupons • Carry, use smartphones • Own late model SUVs or trucks Households: 2,718,032
CozyCountryLiving 12 LifeMode 6: Cozy Country Living 14,690,420 Households 12,2% US Households 6A. Green Acres Household Married Couples Housing Single Family Median Age 43,5 Median Income $77K Prof/Mgmt College Degree White • Are member of veterans’ club, fraternal order • Bank, pay bills online • Do home improvement projects • Watch TV by satellite • Own truck/SUV Households: 3,853,581 6B. Salt of the Earth Household Married Couples Housing Single Family Median Age 43,7 Median Income $55K Prof/Svcs HS Diploma Only White • Go fishing, hunting, boating, camping • Buy insurance from agent • Tackle home improvement projects • Access internet by dial-up modem • Own truck, ATV Households: 3,536,548
CozyCountryLiving 13 6C. The Great Outdoors Household Married Couples Housing Single Family Median Age 46,9 Median Income $54K Prof/Svcs College Degree White • Belong to AARP, veterans’ club • Might invest in real estate • Do home improvement projects • Watch CMT, History Channel, Fox News • Own 4-whell drive trucks Households: 1,880,304 6E. Rural Resort Dwellers Household Married Couples w/ no kids Housing Single farm/ Seasonal Median Age 53,2 Median Income $47K Svcs/Prof HS Diploma Only White • Tend vegetable gardens • Own low-risk assets • Go hunting, freshwater fishing • Watch Animal Planet, Discovery Ch., DIY Net. • Own older, domestic vehicles Households: 1,232,052 6D. Prairie Living Household Married Couples Housing Single Family Median Age 43,9 Median Income $52K Mgmt/Prof/Svcs HS Diploma Only White • Shop at Walmart; eat at Subway • Own CDs, term/ whole life insurance • Go fishing, hunting, boating, camping • Read fishing, hunting, auto magazines • Own truck, ATV/UTV Households: 1,320,248 6F. Heartland Communities Household Married Couples Housing Single Family Median Age 41,9 Median Income $41K Svcs/Prof HS Diploma Only White • Go hunting, fishing; ride motorcycles • Buy insurance from agent • Participate in local activities • Listen to country music; watch CMT • Own domestic truck, SUV Households: 2,867,687
EthnicEnclaves 14 LifeMode 7: Ethnic Enclaves 8,335,647 Households 6,9% US Households 7A. Up and Calling Families Household Married Couples Housing Single Family Median Age 31,2 Median Income $68K Prof/Svcs College Degree White • Visit theme parks, zoos • Hold student loans, mortgages • Contract for home and landscaping services • Go online to shop, bank for entertainment • Own late model compact car, SUV Households: 2,076,528 7B. Urban Villages Household Married Couples Housing Single Family Median Age 33,6 Median Income $59K Svcs/Admin No HS Diploma Hispanic • Buy new clothes; go clubbing; visit water parks • Carry credit calls • Shot at Costco, Whole Foods, Target, Nordstroms • Own Smartphones • Shop on HSN Households: 1,297,907
MiddleGround 15 LifeMode 8: Middle Ground 13,192,801 Households 10,9% US Households 8B. Emarald City Household Singles Housing Single Family Multi-Units Median Age 37,1 Median Income 54K Prof/Mgmt College Degree White • Travel frequently • Contribute to NPR/PBS • Buy, eat organic foods • Read books, magazines on tablets • Prefer natural, green products Households: 1,702,899 8F. Urban Villages Household Singles Housing Single Family Multi-Units Median Age 38,9 Median Income $40K Prof/Svcs College Degree White • Buy frozen, convenience foods • Bank online or in person • Support environmental organizations • Watch movies at home • View car as transportation only Households: 2,811,234
AffluentEstates–TopTier 16 Who Are We? The residents of the wealthiest Tapestry market, Top Tier, earn more than three times the US household income. They have the purchasing power to indulge any choice, but what do their hearts’ desire? Aside from the obvious expense for the upkeep of their lavish homes, consumers select upscale salons, spas, and fitness centers for their personal well-being and shop at high-end retailers for their personal effects. Whether short or long, domestic or foreign, their frequent vacations spare no expense. Residents fill their weekends and evenings with opera, classical music concerts, charity dinners, and shopping. These highly educated professionals have reached their corporate career goals. With an accumulated average net worth of over 1.5 million dollars and income from a strong investment portfolio, many of these older residents have moved into consulting roles or operate their own businesses. Socioeconomic Traits Top Tier is a highly educated, successful consumer market: more than one in three residents has a postgraduate degree. Annually, they earn more than three times the US median household income, primarily from wages and salary, but also self-employment income (Index 177) and investments (Index 242). These are the nation’s wealthiest consumers. They hire financial advisers to manage their diverse investment portfolios but stay abreast of current financial trends and products. Socially responsible consumers who aim for a balanced lifestyle, they are goal oriented and hardworking but make time for their kids or grandkids and maintain a close-knit group of friends. These busy consumers seek variety in life. They take an interest in the fine arts; read to expand their knowledge; and consider the Internet, radio, and newspapers as key media sources. They regularly cook their meals at home, attentive to good nutrition and fresh organic foods. Neighborhood Married couples without children or married couples with older children dominate this market. Housing units are owner occupied with the highest home values—and above average use of mortgages. Neighborhoods are older and located in the suburban periphery of the largest metropolitan areas, especially along the coasts. Households: 2,052,000 Average Household Size: 2.82 Median Age: 46.2 Median Household Income: $157,000 Affluent Estates – Top Tier The Diversity Index summarizes racial and ethnic diversity. The index shows the likelihood that two persons, chosen at random form the same area, belong to different race or ethnic groups. The index ranges from 0 (no diversity) to 100 (complete diversity). Diversity Index: 34.4 U.S. 62.1 Hispanic Multiple Other Asian & Pac. Island American Indian Black White *Hispanics can be of any race US Average
AffluentEstates–TopTierDistribution 17 Segment Density This map illustrates the density & distribution of the Top Tier Tapestry Segment by households. High Low
ProfessionalPride 18 Who Are We? Professional Pride consumers are well-educated career professionals that have prospered through the Great Recession. To maintain their upscale suburban lifestyles, these goal oriented couples work, often commuting far and working long hours. However, their schedules are fine-tuned to meet the needs of their school age children. They are financially savvy; they invest wisely and benefit from interest and dividend income. So far, these established families have accumulated an average of 1.5 million dollars in net worth, and their annual household income runs at more than twice the US level. They take pride in their newer homes and spend valuable time and energy upgrading. Their homes are furnished with the latest in home trends, including finished basements equipped with home gyms and in-home theaters. Socioeconomic Traits Professional Pride consumers are highly qualified in the science, technology, law, or finance fields; they’ve worked hard to build their professional reputation or their start-up businesses. These consumers are willing to risk their accumulated wealth in the stock market. They have a preferred financial institution, regularly read financial news, and use the Internet for banking transactions. These residents are goal oriented and strive for lifelong earning and learning. Life here is well organized; routine is a key ingredient to daily life. Neighborhood Typically owner occupied (Index 173), single-family homes are in newer neighbor hoods: 59% of units were built in the last 20 years. Neighborhoods are primarily located in the suburban periphery of large metropolitan areas. Most households own two or three vehicles; long commutes are the norm. Homes are valued at more than twice the US median home value, although three out of four homeowners have mortgages to pay off. Families are mostly married couples (almost 80% of households), and more than half of these families have kids. Their average household size, 3.11, reflects the presence of children. Households: 1,878,000 Average Household Size: 3.11 Median Age: 40.5 Median Household Income: $127,000 Professional Pride – Top Tier The Diversity Index summarizes racial and ethnic diversity. The index shows the likelihood that two persons, chosen at random form the same area, belong to different race or ethnic groups. The index ranges from 0 (no diversity) to 100 (complete diversity). Diversity Index: 41.2 U.S. 62.1 Hispanic Multiple Other Asian & Pac. Island American Indian Black White *Hispanics can be of any race US Average
ProfessionalPride-Distribution 19 Segment Density This map illustrates the density & distribution of the Top Tier Tapestry Segment by households. High Low
Boomburgs 20 Who Are We? This is the new growth market, with a profile similar to the original: young professionals with families that have opted to trade up to the newest housing in the suburbs. The original Boomburbs neighborhoods began growing in the 1990’s and continued through the peak of the housing boom. Most of those neighborhoods are full developed now. This is an affluent market but with a higher proportion of the mortgages. Rapid growth still distinguished in the Boomburbs neighborhoods, although the boom is more subdued now than it was 10 years ago. So is the housing market. residents are well-educated professionals with a running start on prosperity. Socioeconomic Traits Well educated young professionals 52% are college graduates. Unemployment is low at 5.2% (Index60); high labor force participation at 71% most households have more than two workers Longer commute times from the suburban growth corridors have created more home workers. They are well connected: own the latest devices and understand how to use them efficiently; biggest complaints-too many devices and too many intrusions on personal time. Financial planning is well under way for these professionals. Our Neighborhood Growth markets are in the suburban periphery of large metropolitan areas. Young families are married with children ; average household size is 3.22. Home ownership is 84% with the highest rate of mortgages, 78% Primarily single-family homes, in new neighborhoods, 72% built since 2000 Median home value is $293,000 (Index 165). Lower housing vacancy rate at 5.3%. The cost of affordable new housing comes at the expense of one of the longest commutes to work, over 30 minutes average, including a disproportionate number (34.5%) commuting across county lines. Boomburgs Top Tier The Diversity Index summarizes racial and ethnic diversity. The index shows the likelihood that two persons, chosen at random form the same area, belong to different race or ethnic groups. The index ranges from 0 (no diversity) to 100 (complete diversity). Diversity Index: 60.9 U.S. 62.1 Hispanic Multiple Other Asian & Pac. Island American Indian Black White *Hispanics can be of any race US Average
Boomburgs-Distribution 21 Segment Density This map illustrates the density & distribution of the Top Tier Tapestry Segment by households. High Low
SavvySuburbanities 22 Who Are We? Savvy Suburbanites residents are well educated, well read, and well capitalized. Families include empty nesters and empty nester wannabes, who still have adult children at home. Located in older neighborhoods outside the urban core, their suburban lifestyle includes home remodeling and gardening plus the active pursuit of sports and exercise. They enjoy good food and wine, plus the amenities of the city’s cultural events. Socioeconomic Traits Education: 48.1% college graduates; 76.1% with some college education. Low unemployment at 5.8% higher labor force participation rate at 68.5% with proportionately more 2-worker households at 65.4%. Well-connected consumers that appreciate technology and make liberal use of it for everything from shopping and banking to staying current and communicating. Informed shoppers that do their research prior to purchasing and focus on quality. Our Neighborhood Established neighborhoods (most built between 1970 and 1990) found in the suburban periphery of large metropolitan markets. Married couples with no children or older children; average household size is 2.83. 91% owner occupied; 71% mortgaged. Primarily single-family homes, with a median value of $311,000. Low vacancy rate at 4.5%. Savvy Suburbanities Top Tier The Diversity Index summarizes racial and ethnic diversity. The index shows the likelihood that two persons, chosen at random form the same area, belong to different race or ethnic groups. The index ranges from 0 (no diversity) to 100 (complete diversity). Diversity Index: 33.2% U.S. 62.1 Hispanic Multiple Other Asian & Pac. Island American Indian Black White *Hispanics can be of any race US Average Households: 3,543,000 Average Household Size: 2.83 Median Age: 44.1 Median Household Income: $104,000
SavvySuburbanities-Distribution 23 Segment Density This map illustrates the density & distribution of the Top Tier Tapestry Segment by households. High Low
MarketSize-Turf 24 Global • For the last 5 years, the global turf and ornamental input industry has been growing at a steady rate and is expected to grow similarly at a CAGR of 4.2% for the period of 2015-2020. • North America and Europe are matured markets for Turf& Ornamental inputs with over 66% of the market share of the global turf and ornamental input industry United States • There are approximately 50 million acres of managed turf in the U.S. This places turf grass third in total acreage nationwide. In many states such as Maryland, Pennsylvania, Florida, New Jersey, and North Carolina; turf is the number one or two agricultural commodity • The 2007 Census of Agriculture released by the U.S. Department of Agriculture's National Agricultural Statistics Service (NASS) reported that there were 1,881 Turfgrass sod farms in operation throughout the United States at the time of the census. This number reflects an 11.4% decrease in the number of turf grass farms when compared to the 2,124 reported in the 2002 Census. Although the number of Turfgrass farms has decreased to levels reported a decade ago, there was a considerable increase in both acres in production and overall sales. In 2007, the value of sales for harvested Turfgrass sod was $1,353,422,529 • In 2007, 2,204,792 farms in the United States were counted; a four percent increase from 2002. Acres in production increased to 409,440 in 2007 as compared to the 386,504, reported in 2002. This represents nearly a 6% increase in total acres. Along with an increase in acreage, there was a considerable increase in dollar sales where actual reported sales to the USDA for 2007 were $ 1,353,422,529 • The five leading sod- producing states in 1992, ranked by their acreage, were Florida, Texas, Alabama, Minnesota, and Georgia. These states represent about half of the total U.S. sod acreage • Approximately 80% of all homes in the United States have grass lawns. This has resulted in a $40 billion per year industry. On average, a well-landscaped grass lawn in the United States will increase the value of a home by approximately 11% 2,116,600 2,204,7922007 2002 386,504 409,4402007 2002 Acres in production Farms +4% +6%
25 Turfgrass United States Leaders 2007 Census Report Farms Acres Sales 193 164 103Georgia Texas Florida 84,430 36,805 28,647Georgia Texas Florida 252,476,652 175,945,432 99,564,546Texas Florida California Turfgrass comparison chart 1974 to 2007 Census Year Turfgrass Farms Acres in Production Sales 2007 1,881 409,440 $1,353,422,529 2002 2,124 386,504 $1,001,250,000 1997 1,869 309,085 $800,694,000 1992 1,614 218,161 $471,640,000 1987 1,427 184,070 $391,635,000 1982 1,430 124,588 $210,510,000 1978 1,429 119,725 $174,240,000 1974 1,228 85,164 $97,159,000 252,476,652 16,177,429 15,192,510Washington Oregon California Value of sales for turfgrass sod harvested, 2007 Percent of World Wide Seed Sales Total Gross Revenue by Category 2006 (percent) 2007 (percent) 2008 (percent) Vegetable Seed 38 39 39 Field Crop Seed 35 35 37 Turf Seed 7 9 9 Flower Seed 20 17 15 MarketSize-Turf
Ag Census FARMS Ag Census ACRES Geographical Area 2007 2002 % Diff. 2007 2002 % Diff. WEST Alaska 4 2 100.0% 131 - - Arizona 9 13 -30.8% 3,147 3,187 -1.3% California 55 62 -11.3% 19,087 15,909 20.0% Colorado 42 48 -12.5% 8,812 7,767 13.5% Hawaii 29 20 45.0% 86 113 -23.9% Idaho 38 38 0.0% 4,211 4,704 -10.5% Montana 13 16 -18.8% 1,195 1,232 -3.0% Nevada 7 11 -36.4% 762 720 5.8% New Mexico 13 5 160.0% 1,487 1,186 25.4% Oregon 14 14 0.0% 2,298 2,608 -11.9% Utah 43 46 -6.5% 5,705 4,036 41.4% Washington 19 41 -53.7% 2,384 3,756 -36.5% Wyoming 6 9 -33.3% 277 610 -54.6% TOTAL 292 325 -10.2% 49,582 45,828 8.2% MarketSize-Turf Chart #1 Geographic Turfgrass area of West United States Western United States (Washington State, Oregon, California) In the 90s, California ranked seventh in terms of acreage, but had the largest volume of sales. The Census of Agriculture reported 62 farms in California producing 8,420 acres of sod out of which about 48 % were corporate-type farms, 34 % were individual or family-owned operations and 16 % were partnerships. 48% 34% 16% Corporate-type farms Individual or family- owned operations Partnerships 26
GrowthStrategies 27 Identify un-served or under-served markets  Some US institutes or organizations work for the re-structuring of the play spaces for children in underserved communities. Sports is a powerful vehicle for youth development and social change and thus their efforts on programs and projects can improve the health and well-being of children in underserved communities  The residents of many U.S. cities such as Los Angeles, San Jose, New Orleans, and Dallas lack adequate access to parks and open space near their homes. Low-income neighborhoods populated by minorities and recent immigrants are especially short of park space  Local government, correctional institutes, and some non-profit organizations Market Niche/Product Lines  Turf and grounds equipment (e.g., commercial mowers, turf tractors, and other turf care products) will post some of the fastest gains as the number of landscaping establishments continues to climb and existing firms expand their fleets  Robotic lawnmowers are expected to remain a niche product in the residential market through the forecast period. Lawn-mowers and turf and grounds equipment, the two largest product segments, will combine to account for over half of value gains through 2019. Smaller segments such as hedge trimmers, blowers, sweepers and vacuums are also forecast to register above average growth as landscaping establishments expand and replace equipment and as commercial users become more confident in higher value, battery-powered models Additional Product Lines  Apart from the turf grass, the additional product lines are seed, fertilizers, pesticides, lawn treatments etc. Los Angeles San Jose New Orleans Dallas Lawn-mowers Turf and grounds equipment+ over half of value gains through 2019
Report Presentation - Yates ◆ Nata Kostenko

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Report Presentation - Yates ◆ Nata Kostenko

  • 1.
  • 2.
    USASummary 2 United States ofAmericas Total Population: 318,536,439 Total Household: 120,746, 349 Median Age: 37.9 Median Income: $53,200 Median Net Worth: $84,500 Diversity index: 63.0 Home Ownership Rate: 63.0% Average Household Size: 2.57 Home Value : $200,000 Income Range of the Lifemode Summary Groups Affluent Estates Upscale Avenues Uptown Individuals Family Landscapes GenXurban Cozy Country Living Ethnic Enclaves Middle Ground Senior Styles Rustic Outposts Midtown Singles Hometown Next Wave Scholars and Patriots Lifemode Summary Groups 1. Affluent Estates: Established wealth - educated, well- travelled married couples 2. Upscale Avenues: Prosperous, married couples in higher density neighborhoods 3. Uptown Individuals: Younger, urban singles on the move 4. Family Landscapes: Successful younger families in newer housing 5. GenXurban: Gen X in middle age; families with fewer kinds and a mortgage 6. Cozy Country Living: Empty nesters in bucolic settings 7. Ethnic Enclaves: Established diversity - young, Hispanic homeowners with families 8. Middle Ground: Lifestyles of thirtysomethings 9. Senior Styles: Senior lifestyles reveal the effects of saving for retirement 10. Rustic Outposts: Country life with older families, older homes 11. Midtown singles: Millennials on the move; single, diverse, and urban 12. Hometown: Growing up and staying close to home; single householders 13. Next Wave: Urban denizens; young; diverse; hardworking families 14. Scholars and Patriots: College campuses and military neighborhood
  • 3.
    USAUrbanization 3 Urbanization Summary Groups 1.Principal Urban Centers: Young, mobile, diverse in metros or 2.5 + million people 2. Urban Periphery: City life for starting families with single-family homes 3. Metro Cities: Affordable city life, including smaller metros, satellite cities 4. Suburban Periphery: Affluence in the suburbs, married couple-families, longer commutes 5. Semirurals: Small town living, families with affordable homes 6. Rural: Country living with older families, low density, and low diversity
  • 4.
    AffluentEstates 4 LifeMode 1: AffluentEstates 11,765,272 Households 9,7% US Households 1A. Top Tier Household Married Couples Housing Single Family Median Age 46,7 Median Income $166K Prof/Mgmt College White • Own lavish vacation homes • Hire financial advisers • Shop at high-end retailers/chains • Access radio and newspaper online • Purchase/Lease fully equipped luxury cars Households: 2,073,878 1B. Professional Pride Household Married Couples Housing Single Family Median Age 40,8 Median Income $132K Prof/Mgmt College Degree White • Upgrade picture-perfect homes • Hold 401(K) and IRA plans/securities • Own latest tablets, smartphones, and laptops • Read epicurean, sports, home service magazines • Own 2-3 vehicles Households: 1,926,841
  • 5.
    AffluentEstates 5 1C. Boomburbs Household Married Couples Housing SingleFamily Median Age 46,7 Median Income $166K Prof/Mgmt College White • Hold gym membership; own home equity • Have home mortgage • Prioritize physical fitness • Own, use latest devices • Prefer SUV’s, luxury cars, minivans Households: 1,822,658 1D. Savvy Suburbanities Household Married Couples Housing Single Family Median Age 44,7 Median Income $110K Prof/Mgmt College Degree White • Enjoy good food, wine • Carry first, second mortgages • DIY gardening, home remodeling • Shop, bank online • Prefer late-model SUV’s minivans, station wagons Households: 3,592,861 1E. Exurbanites Household Married Couples Housing Single Family Median Age 50,0 Median Income $100K Prof/Mgmt College Degree White • Contract for home care services • Invest actively; use financial planners • Prefer natural, organic products • Support public TV/Radio • Choose late-model luxury cars, SUV’s Households: 2,338,000
  • 6.
    UpscaleAvenues 6 LifeMode 2: UpscaleAvenues 6,834,903 Households 5,7% US Households 2A. Urban Chic Household Married Couples Housing Single Family Median Age 42,9 Median Income $104K Prof/Mgmt College White • Visits museums, art galerries • Own healthy portfolios • Ski; practice yoga; hike; play tennis • Shop, bank online • Choose luxury imports Households: 1,592,681 2B. Pleasantville Household Married Couples Housing Single Family Median Age 42,3 Median Income $89K Prof/Mgmt/Svcs College Degree White • Enjoy outdoor gardening • Invest conservatively • Go to the beach, theme parks, museums • Have bundled services (TV/internet/phone) • Own/Lease imported SUV Households: 2,693,075
  • 7.
    UpscaleAvenues 7 LifeMode 2: UpscaleAvenues 6,834,903 Households 5,7% US Households 2C. Pacific Heights Household Married Couples Housing Single Family Median Age 42,3 Median Income $87K Prof/Svcs/Mgmt College Degree Asian/Pacific Islander • Own iPods, iPads, newer Macs • Invest conservatively • Gamble at casinos; visit theme parks • Watch Showtime, HBO, Travel Ch, CNN • Choose imported, late-model vehicles Households: 875,962 2D. Enterprising Professionals Household Married Couples Housing Single Family Median Age 35,1 Median Income $82K Prof/Mgmt College Degree White • Gamble; visit museums • Own 401(K) through work • Buy trendy clothes online • Watch movies, TV on demand • Buy digital books for tablet Households: 1,673,185
  • 8.
    UptownIndividuals 8 LifeMode 3: UptownIndividuals 4,357,532 Households 3,6% US Households 3A. Laptops & Lattes Household Singles Housing High-Density Apartments Median Age 32,7 Median Income $102K Prof/Mgmt College Degree White • Support environmental groups • Save for retirement • Stay connected via laptop, iPad, mobile phone • Listen to classic rock, jazz blues • Take public transportation; walk; bike Households: 1,263,291 3B. Metro Renters Household Singles Housing Multi-Unit Rentals Median Age 22,3 Median Income $59K Prof/Mgmt College Degree White • Prefer environmentally safe products • Spend wages on rent • Practice yoga, pilates; ski • Active on Facebook, Twitter, Youtube, Linkedin • Take public transportation, taxis, walk, bike Households: 1,801,600
  • 9.
    UptownIndividuals 9 LifeMode 3: UptownIndividuals 4,357,532 Households 3,6% US Households 3C. Trendsetters Household Singles Housing High-Density Apartments Median Age 36,1 Median Income $57K Prof/Svcs/Mgmt College Degree White • Travel frequently • Seek financial advice; build stock portfolios • Shop at Whole Foods, Trader Joe’s • Stay connected; prefer texting • Choose subcompacts, public transportation Households: 1,292,641
  • 10.
    FamilyLandscapes 10 LifeMode 4: FamilyLandscapes 8,887,129 Households 7,4% US Households 4A. Soccer Moms Household Married Couples Housing Single Family Median Age 36,8 Median Income $89K Prof/Mgmt College Degree White • Go jogging, biking, target shooting • Carry high level of debt • Visit theme parks • Shop, bank online • Own 2+ vehicles (minivans, SUVs) Households: 3,418,433 4B. Home Improvement Household Married Couples Housing Single Family Median Age 37,4 Median Income $70K Prof/Svcs College Degree White • Eat at Chilli’s; Chik-fil-A, Panera Bread • Invest conservatively • Shop warehouse/club, home improvement stores • Watch DIY Network • Own Minivan, SUV Households: 2,072,695
  • 11.
    GenXUrban 11 LifeMode 5: GenXUrban 13,877,266 Households 11,5% US Households 5A. Comfortable Empty Nesters Household Married Couples Housing Single Family Median Age 47,4 Median Income $70K Prof/Mgmt College Degree White • Play golf; ski; work out regularly • Save/Invest prudently • Prefer to eat at home • Listen to sports radio; watch sports on TV • Own 1-2 vehicles Households: 2,988,619 5B. In Style Household Married Couples w/ no kids Housing Single Family Median Age 41,6 Median Income $68K Prof/Mgmt College Degree White • Support arts, theater, concerts, museums • Hold retirement savings, insurance policies • Use coupons, mobile coupons • Carry, use smartphones • Own late model SUVs or trucks Households: 2,718,032
  • 12.
    CozyCountryLiving 12 LifeMode 6: CozyCountry Living 14,690,420 Households 12,2% US Households 6A. Green Acres Household Married Couples Housing Single Family Median Age 43,5 Median Income $77K Prof/Mgmt College Degree White • Are member of veterans’ club, fraternal order • Bank, pay bills online • Do home improvement projects • Watch TV by satellite • Own truck/SUV Households: 3,853,581 6B. Salt of the Earth Household Married Couples Housing Single Family Median Age 43,7 Median Income $55K Prof/Svcs HS Diploma Only White • Go fishing, hunting, boating, camping • Buy insurance from agent • Tackle home improvement projects • Access internet by dial-up modem • Own truck, ATV Households: 3,536,548
  • 13.
    CozyCountryLiving 13 6C. The GreatOutdoors Household Married Couples Housing Single Family Median Age 46,9 Median Income $54K Prof/Svcs College Degree White • Belong to AARP, veterans’ club • Might invest in real estate • Do home improvement projects • Watch CMT, History Channel, Fox News • Own 4-whell drive trucks Households: 1,880,304 6E. Rural Resort Dwellers Household Married Couples w/ no kids Housing Single farm/ Seasonal Median Age 53,2 Median Income $47K Svcs/Prof HS Diploma Only White • Tend vegetable gardens • Own low-risk assets • Go hunting, freshwater fishing • Watch Animal Planet, Discovery Ch., DIY Net. • Own older, domestic vehicles Households: 1,232,052 6D. Prairie Living Household Married Couples Housing Single Family Median Age 43,9 Median Income $52K Mgmt/Prof/Svcs HS Diploma Only White • Shop at Walmart; eat at Subway • Own CDs, term/ whole life insurance • Go fishing, hunting, boating, camping • Read fishing, hunting, auto magazines • Own truck, ATV/UTV Households: 1,320,248 6F. Heartland Communities Household Married Couples Housing Single Family Median Age 41,9 Median Income $41K Svcs/Prof HS Diploma Only White • Go hunting, fishing; ride motorcycles • Buy insurance from agent • Participate in local activities • Listen to country music; watch CMT • Own domestic truck, SUV Households: 2,867,687
  • 14.
    EthnicEnclaves 14 LifeMode 7: EthnicEnclaves 8,335,647 Households 6,9% US Households 7A. Up and Calling Families Household Married Couples Housing Single Family Median Age 31,2 Median Income $68K Prof/Svcs College Degree White • Visit theme parks, zoos • Hold student loans, mortgages • Contract for home and landscaping services • Go online to shop, bank for entertainment • Own late model compact car, SUV Households: 2,076,528 7B. Urban Villages Household Married Couples Housing Single Family Median Age 33,6 Median Income $59K Svcs/Admin No HS Diploma Hispanic • Buy new clothes; go clubbing; visit water parks • Carry credit calls • Shot at Costco, Whole Foods, Target, Nordstroms • Own Smartphones • Shop on HSN Households: 1,297,907
  • 15.
    MiddleGround 15 LifeMode 8: MiddleGround 13,192,801 Households 10,9% US Households 8B. Emarald City Household Singles Housing Single Family Multi-Units Median Age 37,1 Median Income 54K Prof/Mgmt College Degree White • Travel frequently • Contribute to NPR/PBS • Buy, eat organic foods • Read books, magazines on tablets • Prefer natural, green products Households: 1,702,899 8F. Urban Villages Household Singles Housing Single Family Multi-Units Median Age 38,9 Median Income $40K Prof/Svcs College Degree White • Buy frozen, convenience foods • Bank online or in person • Support environmental organizations • Watch movies at home • View car as transportation only Households: 2,811,234
  • 16.
    AffluentEstates–TopTier 16 Who Are We? Theresidents of the wealthiest Tapestry market, Top Tier, earn more than three times the US household income. They have the purchasing power to indulge any choice, but what do their hearts’ desire? Aside from the obvious expense for the upkeep of their lavish homes, consumers select upscale salons, spas, and fitness centers for their personal well-being and shop at high-end retailers for their personal effects. Whether short or long, domestic or foreign, their frequent vacations spare no expense. Residents fill their weekends and evenings with opera, classical music concerts, charity dinners, and shopping. These highly educated professionals have reached their corporate career goals. With an accumulated average net worth of over 1.5 million dollars and income from a strong investment portfolio, many of these older residents have moved into consulting roles or operate their own businesses. Socioeconomic Traits Top Tier is a highly educated, successful consumer market: more than one in three residents has a postgraduate degree. Annually, they earn more than three times the US median household income, primarily from wages and salary, but also self-employment income (Index 177) and investments (Index 242). These are the nation’s wealthiest consumers. They hire financial advisers to manage their diverse investment portfolios but stay abreast of current financial trends and products. Socially responsible consumers who aim for a balanced lifestyle, they are goal oriented and hardworking but make time for their kids or grandkids and maintain a close-knit group of friends. These busy consumers seek variety in life. They take an interest in the fine arts; read to expand their knowledge; and consider the Internet, radio, and newspapers as key media sources. They regularly cook their meals at home, attentive to good nutrition and fresh organic foods. Neighborhood Married couples without children or married couples with older children dominate this market. Housing units are owner occupied with the highest home values—and above average use of mortgages. Neighborhoods are older and located in the suburban periphery of the largest metropolitan areas, especially along the coasts. Households: 2,052,000 Average Household Size: 2.82 Median Age: 46.2 Median Household Income: $157,000 Affluent Estates – Top Tier The Diversity Index summarizes racial and ethnic diversity. The index shows the likelihood that two persons, chosen at random form the same area, belong to different race or ethnic groups. The index ranges from 0 (no diversity) to 100 (complete diversity). Diversity Index: 34.4 U.S. 62.1 Hispanic Multiple Other Asian & Pac. Island American Indian Black White *Hispanics can be of any race US Average
  • 17.
    AffluentEstates–TopTierDistribution 17 Segment Density This mapillustrates the density & distribution of the Top Tier Tapestry Segment by households. High Low
  • 18.
    ProfessionalPride 18 Who Are We? ProfessionalPride consumers are well-educated career professionals that have prospered through the Great Recession. To maintain their upscale suburban lifestyles, these goal oriented couples work, often commuting far and working long hours. However, their schedules are fine-tuned to meet the needs of their school age children. They are financially savvy; they invest wisely and benefit from interest and dividend income. So far, these established families have accumulated an average of 1.5 million dollars in net worth, and their annual household income runs at more than twice the US level. They take pride in their newer homes and spend valuable time and energy upgrading. Their homes are furnished with the latest in home trends, including finished basements equipped with home gyms and in-home theaters. Socioeconomic Traits Professional Pride consumers are highly qualified in the science, technology, law, or finance fields; they’ve worked hard to build their professional reputation or their start-up businesses. These consumers are willing to risk their accumulated wealth in the stock market. They have a preferred financial institution, regularly read financial news, and use the Internet for banking transactions. These residents are goal oriented and strive for lifelong earning and learning. Life here is well organized; routine is a key ingredient to daily life. Neighborhood Typically owner occupied (Index 173), single-family homes are in newer neighbor hoods: 59% of units were built in the last 20 years. Neighborhoods are primarily located in the suburban periphery of large metropolitan areas. Most households own two or three vehicles; long commutes are the norm. Homes are valued at more than twice the US median home value, although three out of four homeowners have mortgages to pay off. Families are mostly married couples (almost 80% of households), and more than half of these families have kids. Their average household size, 3.11, reflects the presence of children. Households: 1,878,000 Average Household Size: 3.11 Median Age: 40.5 Median Household Income: $127,000 Professional Pride – Top Tier The Diversity Index summarizes racial and ethnic diversity. The index shows the likelihood that two persons, chosen at random form the same area, belong to different race or ethnic groups. The index ranges from 0 (no diversity) to 100 (complete diversity). Diversity Index: 41.2 U.S. 62.1 Hispanic Multiple Other Asian & Pac. Island American Indian Black White *Hispanics can be of any race US Average
  • 19.
    ProfessionalPride-Distribution 19 Segment Density This mapillustrates the density & distribution of the Top Tier Tapestry Segment by households. High Low
  • 20.
    Boomburgs 20 Who Are We? Thisis the new growth market, with a profile similar to the original: young professionals with families that have opted to trade up to the newest housing in the suburbs. The original Boomburbs neighborhoods began growing in the 1990’s and continued through the peak of the housing boom. Most of those neighborhoods are full developed now. This is an affluent market but with a higher proportion of the mortgages. Rapid growth still distinguished in the Boomburbs neighborhoods, although the boom is more subdued now than it was 10 years ago. So is the housing market. residents are well-educated professionals with a running start on prosperity. Socioeconomic Traits Well educated young professionals 52% are college graduates. Unemployment is low at 5.2% (Index60); high labor force participation at 71% most households have more than two workers Longer commute times from the suburban growth corridors have created more home workers. They are well connected: own the latest devices and understand how to use them efficiently; biggest complaints-too many devices and too many intrusions on personal time. Financial planning is well under way for these professionals. Our Neighborhood Growth markets are in the suburban periphery of large metropolitan areas. Young families are married with children ; average household size is 3.22. Home ownership is 84% with the highest rate of mortgages, 78% Primarily single-family homes, in new neighborhoods, 72% built since 2000 Median home value is $293,000 (Index 165). Lower housing vacancy rate at 5.3%. The cost of affordable new housing comes at the expense of one of the longest commutes to work, over 30 minutes average, including a disproportionate number (34.5%) commuting across county lines. Boomburgs Top Tier The Diversity Index summarizes racial and ethnic diversity. The index shows the likelihood that two persons, chosen at random form the same area, belong to different race or ethnic groups. The index ranges from 0 (no diversity) to 100 (complete diversity). Diversity Index: 60.9 U.S. 62.1 Hispanic Multiple Other Asian & Pac. Island American Indian Black White *Hispanics can be of any race US Average
  • 21.
    Boomburgs-Distribution 21 Segment Density This mapillustrates the density & distribution of the Top Tier Tapestry Segment by households. High Low
  • 22.
    SavvySuburbanities 22 Who Are We? SavvySuburbanites residents are well educated, well read, and well capitalized. Families include empty nesters and empty nester wannabes, who still have adult children at home. Located in older neighborhoods outside the urban core, their suburban lifestyle includes home remodeling and gardening plus the active pursuit of sports and exercise. They enjoy good food and wine, plus the amenities of the city’s cultural events. Socioeconomic Traits Education: 48.1% college graduates; 76.1% with some college education. Low unemployment at 5.8% higher labor force participation rate at 68.5% with proportionately more 2-worker households at 65.4%. Well-connected consumers that appreciate technology and make liberal use of it for everything from shopping and banking to staying current and communicating. Informed shoppers that do their research prior to purchasing and focus on quality. Our Neighborhood Established neighborhoods (most built between 1970 and 1990) found in the suburban periphery of large metropolitan markets. Married couples with no children or older children; average household size is 2.83. 91% owner occupied; 71% mortgaged. Primarily single-family homes, with a median value of $311,000. Low vacancy rate at 4.5%. Savvy Suburbanities Top Tier The Diversity Index summarizes racial and ethnic diversity. The index shows the likelihood that two persons, chosen at random form the same area, belong to different race or ethnic groups. The index ranges from 0 (no diversity) to 100 (complete diversity). Diversity Index: 33.2% U.S. 62.1 Hispanic Multiple Other Asian & Pac. Island American Indian Black White *Hispanics can be of any race US Average Households: 3,543,000 Average Household Size: 2.83 Median Age: 44.1 Median Household Income: $104,000
  • 23.
    SavvySuburbanities-Distribution 23 Segment Density This mapillustrates the density & distribution of the Top Tier Tapestry Segment by households. High Low
  • 24.
    MarketSize-Turf 24 Global • For thelast 5 years, the global turf and ornamental input industry has been growing at a steady rate and is expected to grow similarly at a CAGR of 4.2% for the period of 2015-2020. • North America and Europe are matured markets for Turf& Ornamental inputs with over 66% of the market share of the global turf and ornamental input industry United States • There are approximately 50 million acres of managed turf in the U.S. This places turf grass third in total acreage nationwide. In many states such as Maryland, Pennsylvania, Florida, New Jersey, and North Carolina; turf is the number one or two agricultural commodity • The 2007 Census of Agriculture released by the U.S. Department of Agriculture's National Agricultural Statistics Service (NASS) reported that there were 1,881 Turfgrass sod farms in operation throughout the United States at the time of the census. This number reflects an 11.4% decrease in the number of turf grass farms when compared to the 2,124 reported in the 2002 Census. Although the number of Turfgrass farms has decreased to levels reported a decade ago, there was a considerable increase in both acres in production and overall sales. In 2007, the value of sales for harvested Turfgrass sod was $1,353,422,529 • In 2007, 2,204,792 farms in the United States were counted; a four percent increase from 2002. Acres in production increased to 409,440 in 2007 as compared to the 386,504, reported in 2002. This represents nearly a 6% increase in total acres. Along with an increase in acreage, there was a considerable increase in dollar sales where actual reported sales to the USDA for 2007 were $ 1,353,422,529 • The five leading sod- producing states in 1992, ranked by their acreage, were Florida, Texas, Alabama, Minnesota, and Georgia. These states represent about half of the total U.S. sod acreage • Approximately 80% of all homes in the United States have grass lawns. This has resulted in a $40 billion per year industry. On average, a well-landscaped grass lawn in the United States will increase the value of a home by approximately 11% 2,116,600 2,204,7922007 2002 386,504 409,4402007 2002 Acres in production Farms +4% +6%
  • 25.
    25 Turfgrass United StatesLeaders 2007 Census Report Farms Acres Sales 193 164 103Georgia Texas Florida 84,430 36,805 28,647Georgia Texas Florida 252,476,652 175,945,432 99,564,546Texas Florida California Turfgrass comparison chart 1974 to 2007 Census Year Turfgrass Farms Acres in Production Sales 2007 1,881 409,440 $1,353,422,529 2002 2,124 386,504 $1,001,250,000 1997 1,869 309,085 $800,694,000 1992 1,614 218,161 $471,640,000 1987 1,427 184,070 $391,635,000 1982 1,430 124,588 $210,510,000 1978 1,429 119,725 $174,240,000 1974 1,228 85,164 $97,159,000 252,476,652 16,177,429 15,192,510Washington Oregon California Value of sales for turfgrass sod harvested, 2007 Percent of World Wide Seed Sales Total Gross Revenue by Category 2006 (percent) 2007 (percent) 2008 (percent) Vegetable Seed 38 39 39 Field Crop Seed 35 35 37 Turf Seed 7 9 9 Flower Seed 20 17 15 MarketSize-Turf
  • 26.
    Ag Census FARMSAg Census ACRES Geographical Area 2007 2002 % Diff. 2007 2002 % Diff. WEST Alaska 4 2 100.0% 131 - - Arizona 9 13 -30.8% 3,147 3,187 -1.3% California 55 62 -11.3% 19,087 15,909 20.0% Colorado 42 48 -12.5% 8,812 7,767 13.5% Hawaii 29 20 45.0% 86 113 -23.9% Idaho 38 38 0.0% 4,211 4,704 -10.5% Montana 13 16 -18.8% 1,195 1,232 -3.0% Nevada 7 11 -36.4% 762 720 5.8% New Mexico 13 5 160.0% 1,487 1,186 25.4% Oregon 14 14 0.0% 2,298 2,608 -11.9% Utah 43 46 -6.5% 5,705 4,036 41.4% Washington 19 41 -53.7% 2,384 3,756 -36.5% Wyoming 6 9 -33.3% 277 610 -54.6% TOTAL 292 325 -10.2% 49,582 45,828 8.2% MarketSize-Turf Chart #1 Geographic Turfgrass area of West United States Western United States (Washington State, Oregon, California) In the 90s, California ranked seventh in terms of acreage, but had the largest volume of sales. The Census of Agriculture reported 62 farms in California producing 8,420 acres of sod out of which about 48 % were corporate-type farms, 34 % were individual or family-owned operations and 16 % were partnerships. 48% 34% 16% Corporate-type farms Individual or family- owned operations Partnerships 26
  • 27.
    GrowthStrategies 27 Identify un-served orunder-served markets  Some US institutes or organizations work for the re-structuring of the play spaces for children in underserved communities. Sports is a powerful vehicle for youth development and social change and thus their efforts on programs and projects can improve the health and well-being of children in underserved communities  The residents of many U.S. cities such as Los Angeles, San Jose, New Orleans, and Dallas lack adequate access to parks and open space near their homes. Low-income neighborhoods populated by minorities and recent immigrants are especially short of park space  Local government, correctional institutes, and some non-profit organizations Market Niche/Product Lines  Turf and grounds equipment (e.g., commercial mowers, turf tractors, and other turf care products) will post some of the fastest gains as the number of landscaping establishments continues to climb and existing firms expand their fleets  Robotic lawnmowers are expected to remain a niche product in the residential market through the forecast period. Lawn-mowers and turf and grounds equipment, the two largest product segments, will combine to account for over half of value gains through 2019. Smaller segments such as hedge trimmers, blowers, sweepers and vacuums are also forecast to register above average growth as landscaping establishments expand and replace equipment and as commercial users become more confident in higher value, battery-powered models Additional Product Lines  Apart from the turf grass, the additional product lines are seed, fertilizers, pesticides, lawn treatments etc. Los Angeles San Jose New Orleans Dallas Lawn-mowers Turf and grounds equipment+ over half of value gains through 2019