Hermiston Local Trade Area

Market Data Maps

Economic Climate

The independent market analysis by Pitney Bowes Business Insights (PBBI) performed in 2011 indicates a positive trajectory for the immediate Hermiston area.  PBBI’s proprietary methodology classified the largest segment of the population as “Agrarian Edge.”  This classification, “describes a transitioning and more diverse economy that is growing (unlike many small U.S. towns).  This shows the Hermiston market as growing, while other eastern Oregon markets are stagnant or in decline.”

What is the “Local Trade Area”

The Local Trade Area (LTA) (map) is the geographic area from which neighborhood-oriented retailers (e.g., grocery stores, drug stores, sandwich shops) would likely capture approximately 70% to 75% of their sales.  It also defines the general trade area for service retailers (e.g., hair and nail salons, banks, tax-preparation providers).  This area includes a population base that can support merchandise that is typically purchased on a weekly basis. 

Key Population Figures

Geography

2010 Pop.

2010 per-Capita Income

2010 Median Household Income

2010 Median Age (Years)

Local Trade Area

46,678

$19,556

$36,738

30.4

Comparative City (10-Mile Rings)

Hermiston, OR

34,286

$20,348

$37,305

30.6

Hermiston, OR*

24,038

$22,352

$37,919

31.0

Pendleton, OR

22,127

$23,320

$39,269

33.6

The Dalles, OR

21,804

$21,279

$35,811

37.6

La Grande, OR

16,948

$22,591

$33,898

33.7

*5-Mile Ring

Population Breakdown

Retailers in the Local Trade Area often want to see not only large populations, but high population density.  When applying mileage rings around Hermiston, the area’s size and density compared to other regional markets becomes apparent.  The population living within 10 miles of Hermiston is 35% larger than similar measurements for either Pendleton, or The Dalles.  Hermiston’s density is highlighted by the fact that the population living within 5 miles of the city is still 8% larger than the populations within 10 miles of either Pendleton, or The Dalles.

What it means

Pitney Bowes Business Insight, the independent firm that performed a retail market analysis of Hermiston, writes that the continued increase in local retail development will also help draw more shoppers looking to make large purchases.

“Hermiston and Pendleton will probably continue to be the anchors for the day-to-day retail needs of the western and eastern halves of the county, respectively, but Hermiston’s growing retail base will enable the city to serve as the primary destination for retail goods purchased less frequently (e.g., weekly, monthly).” –Pitney Bowes Business Insight (2011)