The City of Banning is ideally located in the middle of a regional trade area that comprises about 100,000 residents from 7 communities located within a 10-mile radius. As this residential population continues to increase, so does the demand for local service. There is an opportunity for economic expansion in all basic spending categories on the local retail/shopping center level.

The basic trade area for the city extends "from Y to Y," specifically from the convergence of State Route 60 and Interstate 10 to the west and the intersection of Interstate 10 and State Highway 111 leading to Palm Springs to the east. This area includes the Cities of Banning and Beaumont and the communities of Cherry Valley and Cabazon.

The residential population base is supplemented by the transient travelers driving Interstate 10 through the heart of the City. There are over 114,000 cars per weekday and significantly more on weekends, many of whom are destined for the Morongo Indian Reservation Casino and the cabazon outlet malls.