Target submits building plans to county |

Target submits building plans to county

by Sharon Carter

Target, the nation’s third largest discount retailer, this week submitted building plans for its store at the North Valley Plaza to the Douglas County Building Department.

Reached in Minneapolis, Target spokeswoman Denise Workcuff said Friday the company still has a lot of hoops to go through before it begins construction at the Jacks Valley Road/Highway 395 site.

“It’s too preliminary at this point for us to make an official public statement,” Workcuff said. “Usually, we wait until about seven months before a store is scheduled to open before we go on record – there are just too many things that can happen to change things. Suffice it to say, we are in an aggressive expansion mode.”

Despite Target’s close-to-the-vest media strategy, Douglas County planning and economic development manager John Doughty’s mood was buoyant Friday.

“(Submitting the plans for approval) is the final step before beginning construction of the building,” Doughty said. “Typically, it takes about 10 days to turn the plans around, resubmittals take about five days. We’re checking for compliance with the county’s fire, building and electrical codes.”

Doughty said two months ago Target representatives brought in plans for a preliminary code review and county planners had requested a few revisions.

“For so long, people have said, ‘Oh yeah? right!’ when we talked about major retail coming,” Doughty said. “Well, it’s coming.”

And Target is major retail. Doing $21 billion in sales annually, Target positions itself between discounters like Wal-Mart and Kmart and upmarket retailers like Banana Republic – vying for roughly the same consumer market as Sears and J.C. Penney.

But Target, according to the January issue of Forbes Magazine, attracts higher income, more educated customers than either of its main competitors. Target “guests,” as the company refers to its customers, are generally college-educated and have family incomes of $47,000, compared with $42,000 for Sears and $41,000 for Penney.

Owned by Minneapolis-based Dayton Hudson Corporation, which also owns upscale department stores Marshall Field’s, Dayton’s and Hudson’s, Target’s 851 stores in 41 states account for 75 percent of Dayton Hudson’s $28 billion revenues and 75 percent of its $751 million earnings, the Forbes article said.

Target, Forbes said, caters to people who want “classy stuff at unclassy prices.”

And the stuff can be anything from top-end Calphalon cookware (at about 10 percent less than Williams-Sonoma) and architect-designed small appliances to its private-label knockoffs of trendy designer clothing, which is often virtually indistinguishable from the pricier togs.

Target plans to open 100 new stores nationwide within the next two years.

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