It is too early in the property’s redevelopment to determine the exact marketing audience for Empire Hotel apartments. However, in 2010, Downtown Salisbury, Inc., through a series of public meetings, discussions, and with much public input, published the Downtown Master Plan. One of the strategies outlined in the plan was the expansion of the downtown as a diverse, livable, urban residential district. In 2014 DSI hosted “Beyond the Curb”, a series of forums about making the downtown even more inviting and attractive for businesses, customers and residents. Expanding the number of apartments and making the downtown more inviting for residents was one of top priorities of participants. Most likely the project will be marketed to those who want to live in a downtown urban setting. The 50-65 market-rate apartments will be open to all potential residents. This audience will vary from millennials to empty nesters and retirees.