VILLAGE OF MORTON GROVE, IL
Waukegan Road Corridor Study Retail Market Analysis

S. B. Friedman & Company and McDonough Engineering were members of a planning team headed by The Lakota Group which prepared a master plan for the Waukegan Road Corridor between Dempster Street and Golf Road . The Village of Morton Grove was interested in completing a master plan that also would include a strong market analysis component. The Village wanted to have an understanding of which supportable retail concepts would work along Waukegan Road , and have a document that could be presented to developers as a way to market the Waukegan Road Corridor.

S. B. Friedman & Company prepared a comprehensive market analysis which included delineating the competitive market area for the Waukegan Road Corridor based on the drawing power of existing retail establishments. It plotted and categorized existing retail establishments and concentrations within the community and the surrounding competitive market area; identified retail category gaps; analyzed store concepts and brand name retailers that might have an interest in locating the community; analyzed demographic data and consumer expenditure patterns for the entire market area, distinguishing between primary and secondary markets; and established square-foot-sale benchmarks for identified retail categories.

The analysis and reconciliation of these data established the types of retailers that could be considered for the Waukegan Road Corridor, and the size stores that could be supported by existing consumer expenditure patterns.

Our conclusions indicated that sufficient demand existed for several categories of retailers and entertainment concepts, including theme restaurants, a grocery store, housewares, and multiple entertainment venues. The ultimate master plan for the area incorporated the findings of the market analysis by showing conceptual store sizes and their appropriate location on the Waukegan Road Corridor, and accommodating such retailers in the overall redevelopment plans.