Strolling the Agora spotlight:
Altamonte Mall, Altamonte Springs, FL

Altamonte Mall offers a dynamic retail experience in its thriving Orlando-Kissimmee-Sanford MSA trade area, which boasts over 855,000 residents and an average household income of nearly $99,000. This super-regional center, anchored by prominent retailers like Macy’s, Dillard’s, JCPenney, and an AMC Theatres, features a diverse mix of 133 stores, making it a well-established destination for shoppers throughout the region

• Visitor Catchment: The average visitor travels 11 miles, demonstrating that the center serves a broad local and regional customer base.  A notable tourist and non-local component is evident, with nearly 10% of visits coming from people traveling more than 50 miles.
• Demographic Alignment: The primary market is robust, with a population of 855,398 and household incomes projected to grow by 11.82% over the next five years . The median age of 40, combined with top consumer segments ranging from wealthy retirees to younger families, indicates that the mall caters to a balanced demographic of both mature adults and family households.
• Cross-Shopping & Competition: Significant visitor overlap exists with nearby centers, particularly West Town Corners (11% overlap), Renaissance Centre (8.6% overlap), and Altamonte Crossing (7.1% overlap). This highlights a competitive landscape where differentiated offerings are key to retaining shopper loyalty. The closest competitor, Renaissance Centre, is located immediately adjacent to the mall.
  
• Mobile and Segmentation Insights: The top Claritas PRIZM® segments profile visitors as a mix of upscale older adults (“Beltway Boomers,” “Cruisin’ to Retirement”) and upper-midscale families and singles (“Bright Lights, Li’l City”). This demographic diversity underscores the need for a balanced tenant mix that appeals to both value-seeking families and luxury-oriented shoppers. The retail mix, with 61.7% national chains and 15.8% independent retailers, reflects a strong reliance on established, well-known brands to draw visitors

Trade Area & Demographics:

• Population: Primary Market: 855,398
• Average HH Income (Trade Area): $98,857
• Median Age: 40
• Population by Gender: Male 48.63%, Female 51.37%
• Ethnicity (Trade Area): White 49%, Black & African American 20.6%, Asian 4.86%, 2+ Races 15.43%, Hispanic & Latino 28.08%
• Households (Trade Area): 63.41% Owners, 36.59% Renters
• 5 Yr. Population Growth: 2.94%
• 5 Yr. Income Growth: 11.8%    
• Mobile & Market Analytics: Tourism (visits from 50+ miles):  approx. 9.57% of visits

Top 3 Tenant Categories (excluding Anchors):

• Food & Restaurants: 18%
• Specialty: 17%
• Unisex/Family Clothing: 14%

Compared to other super-regional centers in the Orlando-Kissimmee-Sanford MSA, Altamonte Mall’s tenant mix reflects a moderate proportion of independent retailers, with independents representing 15.8% of all tenants—within the typical 15–30% range for comparable markets. While national chains dominate at 61.7%, this level of independent representation indicates a balanced presence of local and non-chain businesses within the mall’s overall retail offering. 

Two of the Top 5 PRIZM® consumer segments include:

• Cruisin’ to Retirement represents wealthy, older suburbanites who are mostly retired homeowners with a graduate-level education. Their lifestyle includes shopping at Pottery Barn, dining at Bonefish Grill, driving a Lexus, and flying Southwest Airlines. With high discretionary income, they are a key demographic for the mall’s more premium offerings.
• Beltway Boomers are upscale, middle-aged suburban homeowners, often without kids at home.
  As college graduates, they enjoy a comfortable lifestyle, frequenting places like Panera Bread for a meal, shopping at Hobby Lobby, driving a Mazda, and planning travel to destinations like Hawaii.

Additional mobile visitation analysis, segmentation and enhanced demographics available on ShoppingCenters.com can be found here.

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