Sure, waterfront views help seal development deals on the coast, but when it comes to retail, it’s all about discretionary spending.

That’s what the Topsham/Brunswick area has in its favor, having lured several new stores and restaurants – including the highly coveted Olive Garden – to Midcoast locations. Why are they hot?

“The No. 1 reason is the area has been identified as one of the top five areas in the country to retire to,” said Mathew Eddy, Brunswick’s director of development.

The Highlands retirement complex – a tony community of senior living with nature trails, a golf course and other amenities in Topsham – is only 20 percent built out. According to Suzanne Watson, development director for Topsham, another 400 to 500 units are planned for development.

The expected spike in retirees coupled with its steady college population and their disposable incomes have helped land notables like Talbot’s, Coldwater Creek, Border’s, Old Navy, Best Buy, Dick’s Sporting Goods and Target. The average household income for Cumberland county residents in 2005 was $50,057; for Androscoggin, $43,005.

“I remember being told three years ago that there’s no way Old Navy wants to come here because there’s an Old Navy in Freeport and other places,” said Eddy.

Unlike Topsham, Brunswick offers no tax breaks to retailers. But Brunswick’s downtown business group asked local college kids what retail services they’d like and an Old Navy and underage dance club topped the list.

“We handed that to the marketing people and said, ‘Listen, there’s support for this,'” said Eddy. “I think it helped a little bit with the Old Navy folks.”

In addition to a new $35 million downtown shopping/residential/office complex, this city is breaking ground soon on a $1.5 million traffic revamp at the Wal-Mart end of Cook’s Corner – a corner that’s almost built-out.

“We’ve got one other big box I can’t really name for you. It’s sniffing around that area,” Eddy said.

Topsham is taking a breather, though. Wednesday night residents voted by almost 2-to-1 to impose a moratorium on new retail, entertainment and hospitality building on the west side of I-295 until April. It’s across the highway from the area that has seen construction of Home Depot, Target and Best Buy. Watson said the break will allow everyone to take stock of what’s been built, what’s been proposed and what’s in the pipeline to clarify how much and what type of development the town wants to support.

Retailers who’ve reportedly considered Midcoast stores are Payless Shoes, a Hallmark store, Michael’s and JC Penney, although Watson emphasizes that it’s all conjecture and speculation at this point.

Attracting retail is just one way Midcoast economic development officials are trying to shore up the local economy in advance of the closure of the Brunswick Naval Air Station. They are also trying to get industrial, commercial and residential developments as well.

And they’re doing it in collaboration with one another – a nod to the model pioneered by Lewiston and Auburn.

“We’re using the L-A model for our marketing plan,” said Watson, mentioning the Twin Cities’ “It’s Happening Here” campaign. “We’re trying to get the message out: We’re open for business. We’re doing fine, we’re not dying here.”