Thanks all!
As fuzzylogician said, this school's location is an added bonus, not the sole reason I applied. If it feels right in the interview, I'll mention it in addition to the academic fit.
I have an interview coming up, and of course I'm prepared to answer why the school/program is the best fit. How non-academic can some of the reasons be? For example, one of the reasons I want to go there is that I really want to be in that part of the country, as it's much closer to my family than my current location.
Is it okay to say that, or should I keep it school-oriented?