Webster Pacific has developed a unique and robust capability to help our clients quantitatively assess optimal locations for their business. Using GIS software, transportation networks, and a variety of other data sources, we have mapped and analyzed over thirty cities around the world. In each market, we study and map customer demand and competitor supply, producing imbalances on a drive-time basis. Results are displayed in heat maps which clearly show optimal locations in each market. This process, as well as our maps and analysis, can be leveraged to analyze other businesses in virtually any location.

CASE STUDIES

Mapping Gentrification

Question: Where is wealth currently located in a market and where will it move in 5 years?

Approach: To better assess the movement of wealth in markets and guide real estate developers to sites of increasing property value, Webster Pacific has developed a proprietary method of projecting gentrification. The map at right uses American Community Survey data combined with census geographies and mapping algorithms to predict the areas of high and low property value growth.

Result: The map shows the gentrification of the area from the West Village to Clinton, which correlates with the intuition of locals with real estate knowledge.

Gentrification Prediction_v6

Tracking Existing and Planned Developments

Question: What existing and planned developments should we be aware of when investing in real estate?

Approach: There are numerous ways to articulate existing and planned developments.  

  1. One way is to catalog all planned commercial developments. Using data from the San Francisco Business Times, Webster Pacific created the projected development map of San Francisco, which shows locations of planned office and residential square footage being added to the market.
  2. A second way is to better understand areas of affluence and poverty by mapping household income and public housing. The map of Manhattan shows both areas of wealth and public housing and how in most cases, where there is public housing, the wealthy choose not to live.

Result: Webster Pacific’s client has a more data-driven understanding of the facets of various locations in a prospective market.

SanFrancisco_Development_v5
Public Housing and Wealth_v6

Private School Campus Placement

Question: Where should a client locate its schools in new markets?

Approach: Webster Pacific developed an analytical system to understand both demand and supply within a given drive time for all the neighborhoods in a market. This analysis, called “Demand-Supply-Catchment,” is a systematic process whose goal is to find locations where maximum enrollment can be expected. The process depends upon analysis of demand with appropriate demographics and wealth data; supply is analyzed using the seats of competitive schools in the market. Demand and supply are then combined for various locations under consideration with “catchments,” which are drive time rings around particular locations. The outputs are maps, built in ArcGIS, which are also added to Google My Maps for easy access by the client when visiting sites in the market.

Result: Client uses the Demand-Supply-Catchment system to direct its site selection and on-the-ground business development efforts. The client is confident that their search efforts are directed towards the best locations.

Paris Answer Map_v2
Paris Catchments_v2

Party Analytics

Question: Which international cities would be opportune for locating an upscale nightlife event?

Approach: Our client, DJ’s Can’t Cook, conceives and produces international nightlife events which combine local chefs and DJs for high-end, cross-market experiences. To investigate the local appetite for such events, we collected available data in three cities and developed metrics to triangulate the intersection of affluence, cuisine, and dance music. We also developed metrics on the availability of fine dining and dance clubs. Finally, we brought this data together into a few select maps and tables that are used to assist in site selection.

Result: DJ’s Can’t Cook has a data-driven methodology to expand their business with confidence into new markets.

Helsinki Highes Income Inhabitants_darkg