Accurately predicting how potential new facilities will perform is the central task of the site selection process. This task has become more difficult in recent years as the population has become more diverse and multiple formats compete across category lines for market share. At Area Research Associates, custom hybrid models match the particular needs of various subgroups of the population with the different offerings of available competitive outlets. Furthermore, these hybrid models are better able to simulate real world shopping behavior by simultaneously taking into account multiple sources of consumer demand such as residential population, workplace demand and passerby traffic. When these models are calibrated with actual performance of outlets across multiple trade areas, the accuracy rate of sales forecasts is boosted considerably.