Once a seaside enclave for wealthy Mid-Westerners and Northerners tucked along the southwest coast of Florida, Naples (Collier County) has mushroomed to become a vibrant metropolis. When combined with adjacent Lee County (Ft. Myers), today's permanent population has swelled to more than three-quarters of a million. The greater Naples area consistently ranks among the nation's leaders in population growth, household wealth, and retail spending, as well as being known for its welcoming business climate. Virtually every national retailer and restaurateur with operations in Southwest Florida has found these stores to be in the top percentile of sales performance.

In the center of this highly attractive, mid-rise commercial market, The Mercato is ideally positioned at the intersection of major north-south (U.S. 41 / Tamiami Trail North) and east-west (Vanderbilt Beach Road) arteries with a combined average daily traffic of 75,000 vehicles.

Population Growth
According to the latest U.S. Census Bureau report, Collier County was the second fastest growing area of the U.S. in terms of full-time resident population from 1990 to 2000. In 1990, Collier's year-round population estimate was 152,099. By 2004 the population had surged 97% to over 300,000. That growth trend continues with population estimates of 500,000 within ten years.

It is important to note that the census information does not account for the massive surge in population that occurs during the winter season. The seasonal residents increase population counts in excess of 30%! Over the same period, from 1990 to 2003, adjacent Lee County (Ft. Myers/ Estero/ Bonita Springs) has likewise seen its population surge 57%, from 335,113 to over 525,000.

Real Estate Florida
Nearly 96% of Southwest Florida's population growth is due to new residents moving into the area, which continues to drive the demand for goods and services. Altogether, Southwest Florida (Lee and Collier Counties) is projected to see its combined populations reach approximately 1 million by 2010.

Retail Sales Per Household
Naples significantly exceeds both the national and state average for retail sales per household, with $39,583. Florida's average retail sales per household is $32,024, while the U.S. average is $33,662. (Sales & Marketing Management. 2002 Survey of Buying Power)

Median Family Income and Buying Power
At $61,400, Collier County has the highest median family income in Florida as of 2003. This compares with Palm Beach County at $60,800, Broward County at $56,400, the State of Florida at $50,200, and the U.S. at $56,500 (U.S. Dept. of Household and Urban Development)

Additionally, the Naples MSA has the highest median household effective buying income in Florida. At $47,548, Naples ranks 29th among the nation's 323 Metropolitan Areas. (Sales & Marketing Management, 2002 Survey of Buying Power)

Per Capita Income
The most recent data from the U.S. Bureau of Economic Analysis indicates that the per capita income of the average Collier County resident is $41,269, placing it 11th in the entire nation, which has an average per capita income of $30,412. Additionally, Collier's per capita income is the second highest in Florida. Widely regarded as having more millionaires per capita than any other area in the U.S., the Naples metropolitan area is a vibrant, growing market with a very strong customer base.

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