Market Analysis 2022 - 15

TARGET MARKETS
COTINO™, A STORYLIVING BY DISNEY™ COMMUNITY, HAS THE OPPORTUNITY TO DEVELOP A UNIQUE LIFESTYLE AND
PRODUCT OFFERING THAT CAN APPEAL TO THREE PRIMARY TARGET MARKETS, CHARACTERIZED AS " TRAILBLAZERS &
INFLUENCERS " , " YOUNG AT HEART/LEGACY " , AND " ACTIVE ADULT " .
DEMOGRAPHICS & PREFERENCES
► Trailblazers & Influencers: These younger buyers (25-45) are characterized by high incomes and generational wealth. They are first-movers and hip influencers
who want to see and be seen, with a focus on scenes and trends. They visit the area for music festivals, as well as casual weekend getaways at trendy hotels,
but are not yet a captive market for residential product in the Greater Palm Springs Area. The presence of a Crystal Lagoon and mixed-use configuration enables
the Cotino™ community to tap into this market segment.
► Young at Heart/Legacy: This traditional Greater Palm Springs Area source market skews older (45+) and is characterized by established wealth and refined
tastes. They exhibit a wait and see attitude and value luxury, prestige, and relaxation, with a desire to experience the best and be close to action.
► Active Adult: Buyers in this segment are largely affluent and nearing the end of their career or just beginning retirement (55-74). They are looking to be inspired
by their community and seek a vibrant social scene with an emphasis on community activities, health and wellness, and plentiful outdoor space.
SOURCE MARKETS
► Trailblazers & Influencers: Reflective of their lifestyles and preferences, this young and savvy market segment are located primarily in large, coastal
metropolitan areas in Southern California (Los Angeles and San Diego), Northern California (San Francisco Bay Area), and the Pacific Northwest (Portland and
Seattle).
► Young at Heart/Legacy: As the more traditional market segment for the Greater Palm Springs Area, these buyers originate from drive-to markets including
Southern California (Los Angeles, Orange County, San Diego) and Phoenix, and fly-to markets, including the San Francisco Bay Area, Southwest (Dallas and
Texas more broadly), the Pacific Northwest (Portland and Seattle), the Midwest (Chicago and Minneapolis), the Mountain West (Denver and Salt Lake City), and
Western Canada (Calgary, Edmonton, and Vancouver).
► Active Adult: This market segment will likely be derived primarily from " snowbird " markets of the Midwest (Chicago and Minneapolis), the Mountain West
(Denver and Salt Lake City), and Western Canada (Calgary, Edmonton, and Vancouver) as well as the traditional drive-to markets, similar to the Young at
Heart/Legacy market segment.
DPEP | Cotino™, a Storyliving by Disney™ Community | Rancho Mirage, California
R1-12149.06 | March 25, 2022 | 15
Market Analysis 2022

Table of Contents for the Digital Edition of Market Analysis 2022
