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City of McFarland, California Takes Analytical Approach to Retail Development

FORT WORTH, TEXAS, (August 18, 2015) — The City of McFarland, California has entered into a partnership with Buxton to study the city’s retail development potential. McFarland will use Buxton’s advanced customer analytics technology to identify the specific retailers that match the shopping and dining habits of local consumers and then work with developers to attract the retailers to the city.

Utilizing Buxton’s proprietary web-based real estate platform SCOUT, McFarland will have the ability to analyze retail matches and support development decisions by applying customer insights that go beyond demographics, presenting a convincing case to retailers seeking growth opportunities.

“We are truly making McFarland a better place to live and run a business by forming partnerships that will assist in our development and growth objectives.” said City Manager John Wooner. “Buxton’s analysis will help us thoughtfully construct a retail development strategy that will benefit residents for many years to come.”  

“The retail industry is increasingly relying on analytics to understand development potential,” said Lisa McCay, vice president of Buxton’s public sector division. “Buxton’s best-in-class analytics will provide McFarland with the validation it needs to attract quality development.”  

Buxton has worked with more than 700 cities nationwide to implement retail development strategies. Client cities in California include Angels Camp, Temecula, Porterville, and many others.

About McFarland, California

The City of McFarland was founded in 1909 and was incorporated in the summer of 1957. 

McFarland has a population of 14,001 people, 95 percent of whom are Latino -- migrants who have found their way to the Central Valley for more than 40 years to work in agriculture.

McFarland High School is notable for its succession of twenty-four California state championships in cross country between 1987 and 2013.  The success of the team is documented in the 2015 Walt Disney Pictures film McFarland, USA starring Kevin Costner as the coach at the center of the success. 

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About Buxton

Buxton is the industry leader in customer analytics. Our analytics reveal who your customers are, where more potential customers are located and the value of each customer. More than 3,000 clients in the retail, restaurant, healthcare, private equity, and public sectors have relied on our insights to guide their growth strategies. Clients include Anthropologie, GNC and Sally Beauty Supply.

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Media Contacts

Katie Russell
(817) 332-3681

John Wooner
City of McFarland
(661) 792-3091

Journey Awareness Persona Economic Development/Elected Official