In reaction to the economic risks associated with an over reliance on oil and gas exports, residents of the Midland/Odessa area of Texas began seeking diversification options for the local economy and, in 1986, formed the Midland/Odessa Health and Retirement Endeavor (MOHRE). This non-profit corporation was formed to examine the feasibility of attracting retirees to the Permian Basin and to determine the amount of public support for such a plan. Employing the tools of strategic market planning, in March 1987, MOHRE undertook a telephone survey of 613 Midland and Odessa adults. Findings of the survey included the following: (1) two-thirds of the respondents felt that retirees would benefit the Midland/Odessa area; (2) over three-fourths of the respondents not currently retired and nearly 90% of those over 55 years of age indicated that they would consider retiring to the area themselves; (3) 70% of all respondents indicated that they would recommend the area to friends or relatives; and (4) among the criteria indicated by respondents as most important to consider in choosing a retirement site were the cost of living, personal safety, health care facilities, affordable housing and churches. These site selection criteria were used to develop marketing strategies to draw retirees to the area which have included placing advertisements in national senior magazines, and sponsoring a senior prom and other activities. MOHRE also uses survey data to encourage local businesses to plan their product lines to respond to the needs of retirees. Maps showing responses by state to the nationally run advertisements are included. (GFW)