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AECOM <br />similar sources as necessary. Where data from multiple sources is necessary AECOM will evaluate data <br />methodology to ensure consistency between sources. <br />Population and demographic trends will include growth and characteristics such as age distribution, <br />gender, languages spoken, ethnicity, and education levels. Household trends will include growth and <br />characteristics such as income distribution and sources of income, renter vs. owner tenure, household <br />size and occupied unit distribution, and households by age of householder. A thorough documentation <br />of Santa Ana's existing demographics and potential long-term trends is especially important for the <br />overall market analysis given its unique characteristics. The demographic profile will be compared to <br />Orange County as a whole, and neighboring cities. <br />This analysis is expected to demonstrate a continuation of long-term trends in Santa Ana that include <br />high population density, a large average household size, and per capita and household incomes that are <br />on average lower than the county and neighboring cities. <br />An important consideration is the distribution of household income by income category. It's not unusual <br />to see a market that has low average incomes overall, but not realize that average incomes are low <br />because the market analyzed has a high percentage of lower income households and low percentage of <br />high income households, not recognizing that the market may have a comparable and growing share of <br />moderate income households. Many credit retailers only look at the averages, not the distributions <br />when looking at markets. It's been our experience that some markets with low averages actually have a <br />healthy middle income population that in aggregate provides significant buying power, but is under - <br />served. This creates opportunities for commercial economic development. <br />Task 2.2 Employment Profile <br />Employment profiles related to the workforce will be documented in the population profile above, with <br />the addition of wage distribution, unemployment, and sources of income for the workforce living in <br />Santa Ana and surrounding communities. <br />Destination/Origin data will be reviewed to evaluate the geographic distribution of the workforce <br />working within Santa Ana, and the workforce living within Santa Ana and their commuting patterns. <br />Documentation of employment within Santa Ana using U.S. Census Bureau data augmented with SCAG <br />data will be completed and compared to Orange County as a whole, and neighboring cities: <br />• Employment in place <br />• Employment by firm size categories <br />• Growth in firms by size categories <br />• Trend data to the extent it is available <br />• Major employers <br />