That's the hot issue here, Lilo:

We have New Frontiers market here, which is directly comparable to Whole Foods and Fresh Fields--quality produce, gourmet foods, etc. TJ's competes directly with those items. TJ also sells wine and beer--New Frontiers doesn't. People here were agitating for TJ to come here for years, and New Frontiers used its clout to block them every time--until last year, when the city cut an innovative deal with a developer.

The consensus here is that TJ might kill off New Frontiers because of the direct competition. TJ probably will hurt Cost Plus/World Market, which sells wine and beer, some gourmet foods, and other stuff (furniture, carpets--really bizarre mix of stuff) located close by. On the other hand, TJ is located right below a fairly new mall that has been devastated by the recession (about a quarter of the space is empty). It is bound to bring lots of traffic from Sedona and Flagstaff, and people who come from there are likely to visit the mall and other Prescott businesses.

BTW: does Whole Paycheck sell alcoholic beverages?