Retailers See Untapped Market Potential in Coachella Valley and Eastern Coachella Valley
COACHELLA, Oct. 27, 2014 — Coachella’s growing, youthful population and the absence of local health clubs were key factors in enticing Planet Fitness to open an 18,000-square-foot health club in the city.
“Coachella is underserved from a retail and health club perspective,” said Sameer Bhatia, club owner of the new Planet Fitness, which is located in the Gateway Center at 54249 Harrison Street across from Cardenas Market.
“We think our membership price point of only $10 per month will resonate very well with the residents of Coachella and with people from other surrounding communities in the eastern Coachella Valley,” Bhatia said.
Indeed, the Coachella’s market potential is relatively untapped compared to other cities across the valley.
“Planet Fitness is the latest company to recognize the market potential we have here in Coachella,” said Mark Weber, Coachella’s economic development manager, adding that Big 5 Sporting Goods opened its Coachella store about a year ago with the same confidence in the market provided by the city’s growing youth population.
“Our retail trade area is much bigger than just the city of Coachella,” Weber continued. “A recent retail leakage analysis notes that it goes into parts of Indio and even approaching La Quinta,” he said. “Obviously, the City of Coachella’s retailers serve many of the unincorporated and underserved communities of eastern Coachella Valley.”
The City of Coachella, for its part, is enticing new businesses by spreading the word about its youthful demographics, with a population approaching 45,000 and a median age under 25, the city has a number of underserved retail market niches.
Coachella is also making a push to promote health and fitness, having recently completed a $4.2 million expansion of its now 46-acre Bagdouma Park to accommodate two new soccer fields, which are urgently needed by two local soccer leagues, which have grown from 1,600 to 2,600 players in the past three years.
“These youth soccer fields will be put to immediate use and will significantly enhance the opportunities for soccer and other youth sports in our community,” said Coachella Mayor Eduardo Garcia. “Planet Fitness will also provide a nice complement to Big 5 as we continue to grow our sports and fitness retail base.”