I think the renderings are showing something a bit more ambitious than what the city ultimately hopes to do with the area. I think they'd be happy with a Partridge Creek or Village of Rochester Hills.
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what would be the profile of the project's typical customer (income, age, spending patterns)
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Well, if you take the area bounded by Inkster, 14 Mile, Woodward, and 10 Mile, you'll find some 42,000+ households. 41% of those households (including non-family) have incomes above $75,000 a year. I think there are plenty of retailers that would be happy with that number.