University of Wisconsin Milwaukee
UWM Digital Commons
ETI Publications
Employment and Training Institute
2001
Purchasing Power Profile: Cesar E. Chavez and
National
John Pawasarat
University of Wisconsin - Milwaukee, [email protected]
Lois M. Quinn
University of Wisconsin - Milwaukee, [email protected]
Frank Stetzer
Follow this and additional works at: http://dc.uwm.edu/eti_pubs
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Recommended Citation
Pawasarat, John; Quinn, Lois M.; and Stetzer, Frank, "Purchasing Power Profile: Cesar E. Chavez and National" (2001). ETI
Publications. 197.
http://dc.uwm.edu/eti_pubs/197
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Purchasing Power Profile:
Cesar E. Chavez and National
Milwaukee, Wisconsin
Prepared by the University of Wisconsin-Milwaukee Employment and
Training Institute for the Milwaukee Department of City Development,
with funding from the Helen Bader Foundation.
Within a 3-Mile Radius of Chavez & National






Estimated $675.1 million spent on retail expenditures annually
 $251 million for food at home
 $90 million for food away from home
 $110 million for apparel and related services
 $115 million for entertainment
 $84 million for household furnishings and equipment
 $25 million for personal care products and services
63,408 working age income tax filers with $1.76 billion of
adjusted gross income in 1999
16,434 elderly persons
97,501 active residential postal deliveries and 9,040 active
business deliveries
77,491 registered vehicles
82,368 licensed drivers
Population within 3-Mile Radius of Cesar E. Chavez & National
CAPITOL DR
LOCUST ST
NORTH AVE
WISCONSIN AVE
NATIONAL AVE
GREENFIELD AVE
LINCOLN AVE
2000 POPULATION DENSITY
DENSITY PER SQUARE MILE
0 to 500
500 to 5000
5000 to 10000
10000 to 15000
15000 to 25000
25000 to 200000
OKLAHOMA AVE
LAYTON AVE
COLLEGE AVE
Spending Power Per Square Mile

Much of the income earned in the S. Cesar E. Chavez Drive and W. National
Avenue Target Area converts to direct spending power. Based on residents’ 1999
income tax returns and data on elderly persons, it is estimated that residents
within a 3-mile radius spend $675.1 million annually on retail expenditures.
Estimated 1999 Consumer
Expenditures
Food at home
Total Within
3-Mile Radius
Expenditures
Per Square Mile
$251,192,230
$10,734,711
$90,222,106
$3,855,646
Apparel and services
$109,771,972
$4,691,110
Entertainment
$115,079,462
$4,917,926
Household furnishings and equipment
$83,629,945
$3,573,929
Personal care products and services
$25,223,724
$1,077,937
$675,119,439
$28,851,258
Food away from home
TOTAL RETAIL
Retail Spending

Residents in the Chavez and National Target Area spend an average of $28.9
million per square mile on retail items.
Total Estimated Retail Spending Per Square Mile
TARGET AREA
Franklin 53132
$28.9
$4.5
$5.4
Oak C reek 53154
$14.9
"North Shore" 53217
$15.4
Hales C orners 53130
$17.3
Greendale 53129
$20.4
C udahy 53110
$23.3
South Milw. 53172
$25.6
West Allis 53227
$0
$5
$10
$15
(in millions)
$20
$25
$30
Spending for Food at Home

Estimated expenditures for food at home are 6-7 times the spending per square
mile in Oak Creek or Franklin and double the spending in Hales Corners or the
“North Shore.”
Estimated Spending Per Square Mile for
Food at Home
$10.7
TARGET AREA
Franklin 53132
$1.5
$1.8
Oak C reek 53154
$4.6
"North Shore" 53217
$5.2
Hales C orners 53130
$5.8
Greendale 53129
$7.5
C udahy 53110
$8.2
South Milw. 53172
$9.0
West Allis 53227
$0
$2
$4
$6
(in millions)
$8
$10
$12
Spending for Food Away from Home

Residents within a 3-mile radius of Chavez and National spend an estimated
$90.2 million for food away from home, an average of $3.9 million per square
mile.
Estimated Spending Per Square Mile for
Food Away From Home
$3.9
TARGET AREA
$0.7
Franklin 53132
$0.8
Oak C reek 53154
"North Shore" 53217
$2.3
Hales C orners 53130
$2.3
$2.6
Greendale 53129
$2.8
C udahy 53110
$3.3
South Milw. 53172
West Allis 53227
$0.0
$3.8
$0.5
$1.0
$1.5
$2.0
$2.5
(in millions)
$3.0
$3.5
$4.0
Spending for Apparel

Estimated expenditures for apparel and related services total $109.8 million for
the area within a 3-mile radius of Chavez and National. Average expenditures of
$4.7 million per square mile are well above those of many other neighborhoods.
Estimated Spending Per Square Mile for
Apparel and Related Services
$4.7
TARGET AREA
$0.7
Franklin 53132
$0.8
Oak C reek 53154
"North Shore" 53217
$2.4
Hales C orners 53130
$2.4
$2.7
Greendale 53129
$3.3
C udahy 53110
$3.6
South Milw. 53172
$3.9
West Allis 53227
$0.0
$0.5
$1.0
$1.5
$2.0
$2.5
$3.0
(in millions)
$3.5
$4.0
$4.5
$5.0
Spending for Entertainment

Estimated expenditures per square mile for entertainment are higher than for
many other neighborhoods.
Estimated Spending Per Square Mile for
Entertainment
$4.9
TARGET AREA
$0.9
Franklin 53132
$1.1
Oak C reek 53154
$2.9
"North Shore" 53217
$3.0
Hales C orners 53130
$3.4
Greendale 53129
$3.5
C udahy 53110
$4.4
South Milw. 53172
$4.7
West Allis 53227
$0.0
$0.5
$1.0
$1.5
$2.0
$2.5
$3.0
(in millions)
$3.5
$4.0
$4.5
$5.0
Spending for Household Furnishings

Estimated expenditures for household furnishings and equipment total $83.6
million for residents within a 3-mile radius and $3.6 million per square mile.
Estimated Spending Per Square Mile for
Household Furnishings and Equipment
$3.6
TARGET AREA
$0.6
Franklin 53132
$0.7
Oak C reek 53154
Hales C orners 53130
$2.1
"North Shore" 53217
$2.1
$2.3
Greendale 53129
$2.5
C udahy 53110
$3.0
South Milw. 53172
West Allis 53227
$0.0
$3.3
$0.5
$1.0
$1.5
$2.0
$2.5
(in millions)
$3.0
$3.5
$4.0
Spending for Personal Care

Unlike many suburban areas, expenditures for personal care products and
services are estimated to exceed $1 million per square mile.
Estimated Spending Per Square Mile for
Personal Care Products and Services
$1.1
TARGET AREA
Franklin 53132
$0.1
$0.2
Oak C reek 53154
"North Shore" 53217
$0.5
Hales C orners 53130
$0.5
$0.6
Greendale 53129
$0.7
C udahy 53110
$0.8
South Milw. 53172
$0.0
$0.2
$0.4
$0.6
$0.8
(in millions of dollars)
$1.0
$1.2
Workforce Density


The target area has 63,408 working age tax filers. These include 16,691 oneparent filers with dependents, 9,925 married filers with dependents, 6,117 married
filers with no dependents and 30,675 single person filers.
This city neighborhood has more working age income tax filers per square mile than
Milwaukee’s “North Shore” and many suburban areas.
Working Age Tax Filers Per Square Mile
in Target Area
2,710
Target Area
Franklin 53132
Oak C reek 53154
311
405
856
"North Shore" 53217
985
Hales C orners 53130
1,071
Greendale 53129
1,543
C udahy 53110
1,720
South Milw. 53172
1,835
West Allis 53227
0
500
1,000
1,500
2,000
2,500
3,000
Income Per Square Mile


Working age families and single persons living within a 3-mile radius of Chavez
and National reported $1.76 billion in total adjusted gross income in 1999.
The annual income of working age tax filers in the target area $75.2 million per
square mile) outpaces that of many suburban areas.
Income Per Square Mile:
Working Age Tax Filers in Target Area
$75.2
Target Area
$20.3
Franklin 53132
$55.2
Hales C orners 53130
$59.6
C udahy 53110
$71.9
S. Milw. 53172
$76.4
West Allis 53227
$87.4
Greendale 53129
$117.4
"North Shore" 53217
$0
$20
$40
$60
$80
(in millions of dollars)
$100
$120
Financial Leveraging


New home purchases showed 1,150 new home mortgages worth $81,350,000 in
1998 in the blocks within a 3-mile radius of Chavez and National.
Refinancing of mortgages brought in $66,522,000 and home repair mortgages
totaled $4,664,000.
Mortgage Leveraging Power Added in 1998
Within a 3-Mile Radius of the Target Area
$81.3
New home mortgages
$66.5
Refinanced mortgages
Home repair mortgages
$0
$4.7
$10
$20
$30
$40
$50
$60
(in millions of dollars)
$70
$80
$90
Vehicle Ownership



Registered vehicles in the target area total 77,491. The area has 3,312 vehicles
per square mile.
The most popular car brands are Chevrolet, Ford, Toyota and Pontiac. The most
popular truck brands are Chevrolet, Ford, Dodge and Plymouth.
10% of cars and 13% of trucks are 1-3 years old. Over half (59%) of the cars
are 10 or more years old.
Age of Registered Vehicles in Target Area
40,000
30,000
20,000
10,000
0
1-3 yr
4-6 yr
7-8 yr
Autos
Trucks
10+ yr
Licensed Drivers


The target area has 82,368 licensed drivers – 45,786 males and 36,582 females.
Half of drivers are in their twenties and thirties.
Age of Licensed Drivers Within 3-Mile Radius
of Target Area
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
Teens
20s
30s
Males
40s
Females
50s
60+
Ratio of Drivers to Vehicles
Records show a 1.1:1 ratio of licensed drivers (82,368) to vehicles (77,491).

Registered Vehicles and Licensed Drivers Within a 3-Mile
Radius of Target Area
100,000
80,000
Females
60,000
40,000
Males
20,000
0
Vehicles
Drivers
Data Sources: Analysis of data from the Wisconsin Department of Revenue,
Wisconsin Department of Transportation, U.S. Census Bureau, Consumer
Expenditure Survey, Health Care Finance Administration, U.S. Postal Service, Home
Mortgage Disclosure Act, and City of Milwaukee property files. Prepared by the
University of Wisconsin-Milwaukee Employment and Training Institute for the City of
Milwaukee Department of City Development and the Helen Bader Foundation, July
2001. For more information, contact the Employment and Training Institute, 414227-3385, email [email protected].