Success Stories In Retail Recruitment


Elko, Nevada Uses Buxton Study To Transform To Regional Shopping Hub
Situated in a regional crossroads area of northeast Nevada, Elko is ripe for growth. The city is directing that growth wisely, thanks to Buxton studies commissioned by forward-thinking city leaders, business owners and local economic development professionals.

The push for growth started when the Elko City Council wanted to learn how to strengthen sales tax revenue, which comprises more than half of the city’s general fund. Using a grant, the council funded a portion of the Buxton study. The assessment revealed that Elko’s trade area consists of more than 67,000 square miles and encompasses seven cities. The study also found that Elko has been losing a tremendous amount of retail sales to nearby communities and even surrounding states, including Idaho and Utah.

Concerned with this retail "leakage," the Elko County Economic Diversification Authority (ECEDA)—a publicly and privately funded organization—advocated the retail matching portion of the study. Reluctant to use taxpayer dollars, the ECEDA rallied 20 local businesses to raise the necessary funds.

The study points out good news for current and future Elko businesspeople. The city itself has a population of 17,000, but Buxton found that Elko can increase its customer base to approximately 75,000 by attracting people from surrounding communities. Matching the right retail development with the area’s needs will draw consumers from large distances. "Communities in Nevada are isolated," says Elaine Barkdull, executive director, ECEDA. "A lot of people from other areas make day trips to Elko. We want them to discover that Elko is not large enough to get lost in, but that it is big enough to provide all the shopping destinations they need."

Elko is putting the Buxton study to good use. With Buxton materials in hand, representatives from the city, ECEDA and Chamber of Commerce attended the International Council of Shopping Centers (ICSC) annual show. The experience was fruitful. "The Buxton study gave us the missing links to reaching potential developers," says Lori Lynch, city clerk. "Before the study, we were grasping at anything, without the pertinent information and marketing materials that are critical to a successful meeting."

In the past year, Elko has successfully recruited several matched retailers, including a Walgreen’s and Home Depot.

Elko is also using the study to help local entrepreneurs and out-of-town investors open successful stores in Elko. The study has helped to show businesspeople what types of shops and restaurant will match the buying habits of the Elko-area consumer. This information can help owners plan their businesses and get financing, Barkdull says. For instance, a Wingers restaurant recently used information from the study to secure a loan.

Thanks to the city, ECEDA and Buxton, Elko is well on its way to success as a regional shopping hub. Says Lynch, "From Buxton, we got an education on dealing with the retail world that we’ll be able to use well into the future."

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