AP NEWS

The race is on

February 20, 2019

STAMFORD — Every city in the region wants millennials — especially the monied ones — and has made the vaunted generation a key focus in fledgling marketing efforts.

As reported Monday, Cities across Fairfield and Westchester counties, including New Rochelle, White Plains, Norwalk and Stamford, are spending tens of thousands of dollars on advertising and developers add amenities to pander to members of the generation seeking alternatives to New York City.

In Stamford, for example, fast-rising buildings are piling up the pluses. Most new have have upscale gyms, many have pools. There’s even a “kegerator” in the metal-clad 75 Tresser building. Dog washing stations for pampered pups are also becoming increasingly popular. One will be included in the new luxury building to rise where a cylindrical tower stood next to the Government Center.

So which city is winning the millennial rate race? Which has the largest share of millennials — ages 20 to 40 — according to U.S. Census estimates?

It’s Stamford, according to the most recent data available — 2017.

More than 31 percent of the city could be considered millennial. That’s some 40,400 people at last check.

The next closest city is White Plains, with 30 percent.

Stamford, already a few hundred residents from becoming the second most populous city in Connecticut, has nearly 23,000 more millennial residents than White Plains.

Norwalk is next in terms of millennial share. Norwalk is 27.7 percent millennial, or some 24,500 residents, according to the census.

Then comes New Rochelle, the city with the most outfront advertising campaign of the the group. New Rochelle has rolled out billboards and posters on Metro-North trains.

The westchester city is 26.3 percent millennial with some 21,000 of its nearly 80,000 residents aged between 20 and 40 years old, according to census estimates.

The rest of the Fairfield Five — local municipalities that recently combined some marketing efforts to bring business to the region — is far behind. Greenwich and Fairfield are both around 19 percent millennial, and Westport is 14 percent millennial.

barry.lytton@stamfordadvocate.com; 203-964-2263; @bglytton