Market Overview

“Sacramento has arrived – one of the fastest growing regions in the U.S.”

Sacramento, the 18th largest DMA and the capital of the world’s 5th largest economy – California, is booming. “Forbes Magazine ranks Sacramento #6 in “Job Growth,” #11 in “Living Cost” and #12 in “Coolness.”

Downtown Sacramento is rapidly growing from brand-new condos and shops to high-rise office buildings. The new development of 301 Capitol Mall will include high-end residential, InterContinental Hotel, shopping mall and restaurant spaces that are estimated to complete by 2008.

In late 2006, Thomas Enterprises, Inc., the project’s Atlanta-based developer took ownership of the Railyards which located north of downtown Sacramento and east of Interstate 5. The Railyards offer a vibrant, urban atmosphere with entertainment venues, retails, mixed-used high-density housing, office space, theatres, riverfront amenities, parks, hotels, and museums. “In the next five years, we’re probably looking at having 10,000 new residents downtown,” says Mayor Heather Fargo. “We are in the middle of an incredible transition.”

Sacramento author, Joan Didion, wrote in a 2004 New York Times article, “Today, in the midst of a population boom, including floods of moneyed Bay Area residents moving inland in the wake of the dot-com crash, (I) hardly recognize (my) hometown. Hundreds of lofts are taking shape downtown, sharing tree-lined streets, with turn-of-the-century Victorians. Chefs from New York and Los Angeles are upgrading the restaurant scene. Two of the city’s newer residents, Gov. Arnold Schwarzenegger and the state’s first lady, Maria Shriver, have brought a little bit of Hollywood to the state capital”.

Sacramento is rapidly becoming “Silicon Valley East” with companies such as Hewlett Packard, Intel, Apple and Packard Bell/NEC establishing beachheads in the region. According to the Wall Street Journal, many Silicon Valley and Bay Area tech firms are heading 90 miles east in search of less expensive operating costs.

As an indicator of economic vitality, Sacramento trails only New York and Boston in annual class A office space costs. Additionally, Fast Company Magazine includes Sacramento in their “America’s Top Ten Fast Cities,” defined by cities demonstrating the highest rates of growth among the “creative class,” such as scientists, engineers, artists, cultural creatives, etc. With a population educated, wired, and a quality of life noted, growth continues at rates among the top nationally.

Others have taken notice. Fortune Magazine listed Sacramento 4th in the nation for “Best Workers.” Business 2.0 places Sacramento #11 on the top 20 list of Boom Towns in the U.S. Money Magazine places Sacramento in their “Top 20 Cities to Live and Work.” In 2002, Time Magazine named Sacramento “America’s Most Diverse City.” The Milken Survey of 2004 ranks Sacramento the 15th best economy in the US. An American Online survey of the top 20 media markets ranks Sacramento the 6th-best city in the nation for singles. In 2005, Men’s Fitness Magazine named Sacramento one of their “Top 10 Fittest Cities in America.” Sacramento has arrived.

Located 90 miles northeast of San Francisco, Sacramento enjoys a Mediterranean climate and is in the middle of some of the country’s greatest recreational resources. From Napa Wine Country to Lake Tahoe, to abundant golf courses to over 1,000 miles of surrounding waterways including the American and Sacramento Rivers, Folsom Lake, The Delta and Lake Natoma.

Market Demographics

General Information
DMA Rank	18th
DMA Population (Adults 18+)	2,836,065
% Change 1990-2007	42%
Population Density	174
Median Age	34.6
Average Household Income	$70,283
Average Vehicles Per Household	2.0
Total Vehicles	2,736,906
Race Distribution & Ethnicity
Caucasian	68%
African American	6%
Asian	11%
American Indian	1%
Hawaiian	0%
Multi-Race	5%
Other	8%
Hispanic (Ethnicity)	24%
Market in Motion
Drive to Work Alone	76%
Carpool	14%
30+ Minute Commute	15%
Median Travel Time To Work One Way (minutes)	17
Research Profiles
Traveled 500 or more total miles (month)	37%
Household Plans To Buy Any New Vehicle Next Year	10%
Personally Attended/Visited Any Casino (yr)	55%
Plans To Buy Wireless/Cellular Service (yr)	8%
Personally Attended/Visited Live Theater (yr)	20%
Participated In Golf (yr)	13%
Bought Any Items On The Internet (yr)	50%
Usually See A New Movie Opening Weekend (yr)	9%
Did Not Read Any Daily Newspaper(s) (yesterday)	57%
Access Internet	68%

Sources: 2007 Census Estimates; 2007 Scarborough; 2000 Census