This study finds that the proposed Southfield City Centre can presently support up to 183,700 square feet (sf) of additional retail and restaurant development, generating as much as $52.7 million in new sales. By 2021, a small but steady growth in the residential base and increases in household income will grow the trade area’s retail demand to potentially capturing $58.5 million in consumer expenditure. The demand could partially be absorbed by existing businesses and/or with the opening of 35 – 50 new restaurants and stores.