Table O – Secondary Service Area Tapestry Segment Comparison (ESRI estimates)

Secondary Service Area Demographics

Percent Cumulative Percent Median Age Median HH Income

Comfortable Empty Nesters (5A) 12.9% 12.9% 48.0 $75,000

Salt of the Earth (6B) 10.1% 23.0% 44.1 $56,300

Rustbelt Traditions (5D) 9.8% 32.8% 39.0 $51,800

Midlife Constants (5E) 9.7% 42.5% 47.0 $53,200

Green Acres (6A) 7.0% 49.5% 43.9 $76,800

Chart O – Secondary Service Area Tapestry Segment Entertainment Spending:

Comfortable Empty Nesters (5A) – Residents in this large, growing segment are older, with more than half of all households aged 55 or older; many still live in the suburbs where they grew up. Most are professionals working in government, health care, or manufacturing. Many are enjoying the transition from child rearing to retirement. Physically active, they play golf, ski, ride bicycles, and work out regularly.

Salt of the Earth (6B) – Residents are older and mostly without children. They are settled, and entrenched in traditional, rural lifestyles. They cherish family time, embrace the outdoors and last to accept technology. Cost-conscious and eat healthy. This demographic enjoys the outdoors but also works out indoors using stationary bikes and treadmills.

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