The Gulch's redevelopment will be grounded firmly in market-based realities in order for implementation to be financially feasible. Consequently, consumer preference research was conducted to specifically test out the proposed concepts, land uses and development character envisioned for the Gulch. A series of focus group sessions, utilizing images of various land uses and development typologies, were facilitated with each of four primary target market segments - Music City Gen X'ers: 20-25, primarily renters; Young Urban Professionals: 26-35, renters and buyers; Mid-Life Urbans: 36-50, primarily buyers; Southwesterners: 18-45, non-residential market.