Lehigh Valley Lowdown January 2025 Edition: 18018 vs. 18104
Welcome to the January 2025 edition of the Lehigh Valley Lowdown! This month, we're taking a closer look at two distinct zip codes: 18018, encompassing parts of the Lehigh Valley, and 18104, located in Allentown. We'll leverage Placer.AI data to uncover the unique characteristics of each area, highlighting their strengths and potential opportunities for healthcare providers, investors, and developers.
Regional Change
[Click on images to enlarge.]
18018 (Lehigh Valley): This zip code shows a 4% year-over-year decrease in overall visits. This indicates a potential softening in foot traffic, although retail visits have seen a slight increase. This suggests a shift in consumer behavior towards shopping and retail experiences in this area.
18104 (Allentown): In contrast, Allentown's 18104 zip code demonstrates a 1% year-over-year decrease in overall visits. This could indicate a stabilization of foot traffic after a period of growth.
Monthly Visitation Trends
In the Monthly Trends diagram, the blue line represents All Visits, the red line represents Dining Visits, and the green line represents Retail Visits.
18018 (Lehigh Valley): Monthly trends reveal a dynamic pattern. While All Visits and Dining Visits generally show a negative year-over-year percentage change from March to July, there's a notable positive spike in Dining Visits in August, bucking the overall trend. This could be attributed to specific events or promotions happening in the area during that month, or perhaps a change in resident behavior with more people choosing to dine out locally before the end of the summer season. Retail Visits, however, remain relatively stable throughout the year, suggesting consistent shopping habits regardless of seasonal fluctuations.
18104 (Allentown): Allentown's 18104 shows a more stable pattern across all visit types throughout the year, with steady positive year-over-year percentage change across different months. This suggests a more consistent level of consumer activity, possibly due to a diverse mix of businesses and attractions.
Observations:
Looking at the relative positions of the lines, we can glean further insights. In 18018, the red line (Dining Visits) consistently sits below the blue (All Visits) and green (Retail Visits) lines, except for the August peak. This suggests a more pronounced negative year-over-year percentage change in foot traffic for dining compared to other sectors in this area, except for August where it experiences a positive change. This could indicate a greater challenge for the dining sector in this area for most of the year.
Conversely, in 18104, the red line is noticeably higher, often exceeding the blue and green lines. This indicates a more significant positive year-over-year percentage change in foot traffic for dining in this zip code. This could be attributed to a wider variety of dining options, a greater emphasis on dining as a social activity, or a higher concentration of restaurants in the area.
These observations highlight the distinct characteristics of each zip code and provide valuable information for businesses operating in these areas. For example, restaurants in 18104 might consider expanding their marketing efforts to capitalize on the higher proportion of dining visits. In 18018, businesses might focus on strategies that complement the strong retail sector, while restaurants could investigate the factors driving the August peak and leverage them to increase visits throughout the year.
Top Properties: All Property Types Combined
18018 (Lehigh Valley):
Lehigh Shopping Center (Neighborhood Centers)
Wawa (Convenience Store)
Giant Food Store (Grocery Store)
Wawa (Convenience Store)
Lowe's (Hardware Store)
18104 (Allentown):
Crest Plaza (Community Shopping Centers)
Tilghman Square (Strip/Convenience)
Target (Big Box Store)
Village West (Neighborhood Centers)
Wegmans (Grocery Store)
Commentary:
It's interesting to note the variety of property types represented in these top 5 lists. In 18018, we see a mix of essential retail, convenience stores, and home improvement, reflecting the diverse needs of the community. In 18104, the dominance of shopping centers highlights its appeal as a retail destination.
Tilghman Square in 18104 is a particularly interesting property. This neighborhood strip center offers a diverse mix of tenants and has attracted attention from investors, including healthcare practitioners looking for a combination of business space and rental income. This speaks to the versatility and potential of this type of property in the Lehigh Valley market.
Top Properties: Retail
18018 (Lehigh Valley):
Lehigh Shopping Center (Neighborhood Centers)
Wawa (Convenience Store)
Giant Food Store (Grocery Store)
Wawa (Convenience Store)
Lowe's (Hardware Store)
18104 (Allentown):
Crest Plaza (Community Shopping Centers)
Tilghman Square (Strip/Convenience)
Target (Big Box Store)
Village West (Neighborhood Centers)
Wegmans (Grocery Store)
Commentary:
The retail landscape in these zip codes is dominated by major shopping centers and essential retail. This suggests a strong focus on convenience and one-stop shopping for residents in both areas.
Top Properties: Dining
18018 (Lehigh Valley):
Tapas On Main (Spanish Restaurant)
Applebee's (American Restaurant)
Burger King (Fast Food Restaurant)
KFC (Fried Chicken Joint)
The Bayou (Cajun Restaurant)
18104 (Allentown):
McDonald's (Fast Food Restaurant)
Applebee's (American Restaurant)
Red Robin Gourmet Burgers (American Restaurant)
Burger King (Fast Food Restaurant)
Dunkin' Donuts (Donut Shop)
Commentary:
The dining scenes in these zip codes offer a mix of popular chain restaurants and local favorites, catering to a variety of tastes and preferences.
Top Properties: Travel
Top Properties: Travel
18018 (Lehigh Valley):
Hyatt Place Bethlehem (Hotel)
Sonesta Select Allentown Bethlehem Airport (Hotel)
Sonesta ES Suites Allentown Bethlehem (Hotel)
Fairfield Inn & Suites by Marriott Allentown Bethlehem/Lehigh Valley Airport (Hotel)
18104 (Allentown):
Holiday Inn Express Allentown North (Hotel)
Allentown Municipal Golf Course (Golf Course)
Cedar Beach Park (Park)
Holiday Inn Hotel & Suites-Allentown West (Hotel)
Motel 6 (Hotel)
Observations:
The travel destinations in these zip codes reflect the distinct character of each area. In 18018, the focus is on hotels catering to business travelers and visitors to the Lehigh Valley International Airport. In 18104, we see a mix of hotels and recreational spaces, highlighting the area's appeal for both business and leisure travelers.
In-depth Analysis: Top Retail Properties
Now, let's shift gears and dive deep into a head-to-head comparison of two prominent retail properties in these zip codes: Lehigh Shopping Center in 18018 and Crest Plaza in 18104. To understand their unique positions in the market, we'll first examine their True Trade Areas (TTAs), taking into account the competitive landscape within a 50-mile radius. Then, we'll explore their Visitor Journey Routes to see how accessible they are to customers.
Understanding True Trade Area (TTA) and Market Landscape
Before we dive into the specifics, let's recap what TTA represents and why it's important. TTA is the geographic area from which a property draws its visitors. It's a crucial factor in understanding a property's reach and customer base. By analyzing the TTA, we can identify the primary market for a property and see where the majority of its customers are coming from.
In addition to the TTA, we'll also consider the competitive landscape within a 50-mile radius. This will give us a broader perspective on the retail market in the Lehigh Valley and help us understand how Lehigh Shopping Center and Crest Plaza compare to other similar properties in the region.
Market Landscape - True Trade Area (TTA) Comparison
Market Landscape - True Trade Area Lehigh Shopping Center
Lehigh Shopping Center (18018): The TTA for Lehigh Shopping Center is heavily concentrated within a 5-mile radius, with 70% of visitors originating from this area. This indicates a strong local customer base that relies on the center for convenient access to everyday necessities. The center faces competition from other retail centers in the area, including the Whitehall Mall and South Mall, which offer a wider range of shopping and dining options. However, Lehigh Shopping Center's focus on essential services and convenient location allows it to maintain a loyal customer base within its core trade area.
Market Landscape - True Trade Area Crest Plaza
Crest Plaza (18104): While still primarily local, Crest Plaza's TTA extends slightly further than Lehigh Shopping Center's, with 60% of visitors coming from within a 5-mile radius. This suggests that the center attracts customers from a wider geographic area, likely due to its broader tenant mix and larger scale. Crest Plaza faces competition from major shopping centers like the Lehigh Valley Mall and Hamilton Crossings, which offer a more extensive selection of retail and entertainment options. However, Crest Plaza's convenient location and diverse tenant mix allow it to maintain a strong presence in its local market.
Visitor Journey Routes (Vehicle) Comparison
Lehigh Shopping Center (18018): The majority of visitors arrive at Lehigh Shopping Center by car, with major routes originating from the surrounding residential areas and nearby highways. This highlights the importance of convenient access and ample parking for the center's success.
Crest Plaza (18104): Similar to Lehigh Shopping Center, the majority of visitors arrive at Crest Plaza by car, with major routes originating from the surrounding residential areas and nearby highways. This reinforces the importance of convenient access and ample parking for attracting customers in the Lehigh Valley market.
Overall, both Lehigh Shopping Center and Crest Plaza demonstrate strong local appeal and convenient accessibility. By understanding their True Trade Areas, Visitor Journey Routes, and competitive landscapes, retailers and investors can gain valuable insights into the customer base and optimize their marketing and operational strategies to cater to the specific needs and preferences of each community.
Conclusion
This month's Lehigh Valley Lowdown revealed some interesting insights about two distinct zip codes: 18018 and 18104. We learned that each area has a unique character, with 18018 showing a greater focus on essential retail and services, while 18104 offers a more diverse mix of retail, dining, and entertainment options.
Despite these differences, both zip codes demonstrate a strong reliance on their local customer base, highlighting the importance of understanding the demographics and preferences of the immediate surrounding communities. Additionally, both Lehigh Shopping Center and Crest Plaza are easily accessible by car, which is crucial for attracting and retaining customers in the Lehigh Valley market.
While both centers face competition from larger retail centers in the region, they maintain their appeal due to their convenient locations and tenant mixes that cater to the specific needs of their respective communities.
As we've seen, understanding key metrics like True Trade Area and Visitor Journey Routes can help retailers and investors make informed decisions about their presence in these dynamic markets. By leveraging the power of data-driven insights, businesses can gain a competitive edge and thrive in the Lehigh Valley's ever-evolving landscape.
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