santa cruz retail market assessment prepared for velopment agency city of rede march 2000 e d hovee economic and development services redevelopment 323 church street california 95060 831 420 5153 by ed & company po box 225 951 officers row vancouver washington 98666 360 696 9870 at a glance summary this was the consulting firm principal findings conclusions are summarized as follows demographic trends offers opportunity in response to changing composition population local purchasing power g183g32 with over 260 000 residents county is experiencing income growth supportive additional sales activity least next several years while an increasing number drive hill silicon valley even more rapid being experienced job base offering potential keep home strong