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for new retail and service uses in the downtown. New and younger families with higher discretionary incomes are key to downtown's marketing efforts. As the Downtown transitions from an older population to one of young families, it is worth noting some of the reasons why people are choosing to locate in San Leandro. A telephone survey conducted in 1996 cited two primary reasons: the ambiance/atmosphere, and the convenient location. Surveyed buyers indicated that quiet, peaceful and well maintained neigh- borhoods combined with San Leandro's central location and easy access to BART enticed many of these buyers to invest in the community (Source: Economic Development Advisory Committee survey with San Leandro Home Buyers. 1996.) Families located within neighborhoods around the Downtown will be enticed to remain by recruiting more entertainment and retail opportunities close to their homes. As new homeowners become established within the community, their disposable income tends to increase, and are therefore viewed more positively by prospective retail and entertainment vendors. Creating a Downtown retail environment that is attractive to first-time home buyers is a key strategy in maintaining economic growth in the community. Sales Tax Analysis tax data for the Downtown was collected and analyzed for an eight year period, beginning in July of 1990 through June of 1998. In fiscal year 1998, the City received over $13.7 million of sales tax revenues Citywide; Downtown's total sales tax revenues comprised 3.2%, or $444,540 of the City's total sales revenues. The table shows major category trends in Downtown's sales tax over an eight year period. The grocery and retail need generated by the local population is not be- ing met. A market analysis prepared by Keyser Marston Associates indi- cated that significant customer "leakage" is occurring from Downtown gro- cery stores, restaurants and specialty retail establishments to neighboring communities. Downtown San Leandro could recapture their customer base, but a combination of aggressive marketing and significant property owner reinvestment in buildings are necessary. A key area of Downtown, Wash- ,~» ington Plaza, and particularly the existing Safeway store, is planned to be upgraded, which could result in a modernized physical plant and a more efficient parking and circulation plan. Based on the market analysis, Down- town San Leandro can easily sustain an enlarged Safeway in addition to the existing Lucky's grocery store. Sales Tax Trends San Leandro Downtown Plan & Urban Design Guidelines October 2000 page 19