DOWNTOWN WEST PALM BEACH ON-SITE SURVEY OF VISITORS

Transcription

1 DOWNTOWN WEST PALM BEACH ON-SITE SURVEY OF VISITORS Prepared for: West Palm Beach DDA Prepared by: Radius Global Market Research 4020 South 57 th Avenue Lake Worth, Florida Radius Global Market Research 1

2 Table of Contents Page Number Background & Purpose 3 Methodology... 4 How to Read This Report 5 Summary of Findings 6 Visitation. 20 Characteristics of the Visit 30 Image Ratings of Downtown WPB 36 Future Visitation.. 38 Additional Offerings. 42 Lifestyle. 45 Residency 52 Demographics 55 Radius Global Market Research 2

3 Background & Purpose In 2011, the West Palm Beach Downtown Development Authority (DDA) launched a marketing research program to assist the development of its marketing plan. The DDA continued this program in 2012 and 2013 to provide an update as well as provide information on a trended basis in order to track progress and change. The goal of the research is to provide understanding and insights of current visitors in terms of visit behavior, spending, wants/needs, satisfaction, demographic profile, etc. Additionally, an understanding of market area residents in terms of awareness, visitation, perception of the area, barriers to visitation, etc. is sought. As such, a twopart research study has been undertaken. This report presents findings from the first part of the research - an on-site survey of visitors to downtown WPB. The second part of the research, reported separately, is a telephone survey of area residents. Radius Global Market Research 3

4 Methodology Personal intercept interview West Palm Beach DDA named as survey sponsor; $100 gift card to downtown business offered to promote participation Interview length was 10 minutes on average Interviewing schedule was comparable to prior years: Saturday, November 14, CityPlace Tree Lighting (6pm to 9pm) Saturday, November 21, Greenmarket (9am to 1pm) Thursday, December 3, Clematis District (Sand Sculptures Lighting), (4pm to 9pm) Friday, December 4, Clematis District (10am to 2pm) Friday, December 11, Screen On The Green (7pm) Friday, December 18, CityPlace (10am to 2pm) Saturday, December 19, Clematis District (10am to 2pm) Thursday January 7, Clematis District (10am to 2pm) Thursday January 7, CityPlace (10am to 2pm) Sunday, February 28, Harmony, (3pm) Rotation across locations throughout each area Sample size of 271 (n=254 in 2013 n=251 in 2012 and 250 in 2011) Sampling error of no greater than +/- 6.0% in total at the 95% level of confidence Radius Global Market Research 4

5 How to Read This Report Significance testing has been conducted among the various subgroups presented. Letters denote a significant difference versus the subgroup indicated at the 95% level of confidence. The term Top 2 Box refers to respondents providing a 9 or 10 rating (on a 10 point scale) on a particular question/topic. In addition to trending by survey year (2011 and 2012 vs. 2013), several subgroups are presented in this report: Visit Condition (interview conducted during Special Event, at CityPlace, in the Clematis District, Not Special Event) The following subgroups were reviewed (data available in the cross-tabulation reports) and, depending on relevance, may or may not be presented herein: Clematis District Time of Day (Lunch, Afternoon, Evening) Demographics Top Areas/Zip Codes of Residence Radius Global Market Research 5

6 Summary of Findings Radius Global Market Research 6

7 Overview In general, perceptions of Downtown West Palm Beach continue to be high among downtown visitors. First time visitation of special events and the Clematis District are up, while visitation of CityPlace has continues to be high (and is a favorite destination of downtown visitors). The downtown area s strengths continue to be it s atmosphere, scenery, restaurants, and events. The area s top weakness continues to be parking. Perceptions have declined among Special Event Visitors and, to a lesser degree, Clematis District visitors in terms of safety, parking, special events, entertainment, restaurant and shopping choices, accessibility, and ease of finding your way around. Radius Global Market Research 7

8 Overview Special events and dining continue to be top draws to the downtown area. In fact, when asked what would encourage future visitation, it s clear that visitors want more events; more events, more free events, and more family events, were all frequently cited. Opportunity exists to draw in more people by appealing to families with children. The only event that drew a large proportion of visitors with children was the Tree Lighting Ceremony. In addition to offering more events, there appears to be an opportunity to get the word out more about events that are going on. Less than half of surveyed downtown visitors were even aware of Sunday on the Waterfront, the Seafood Festival, and Art after Dark at the Norton Museum. With the exception of Family Fun Fest at City Place, awareness of all the events is much higher among households without children than it is households with children. Radius Global Market Research 8

9 Summary of Findings VISITATION While the majority of visitors to downtown West Palm Beach continue to be repeat visitors (87%), first-time visitation has increased significantly compared two years ago (13% vs. 4% in 2013). In particular, first-time visitation has increased among special event visitors (12% vs. 3% in 2013) and Clematis District visitors (17% vs. 3% in 2013). Visitors reported visiting downtown West Palm Beach an average of 16 times in the past year, which is slightly higher than recent years (14.6 in 2013, 13.4 in 2012). MAIN REASON FOR VISIT At 40%, surveyed visitors 1 continue to be most likely to report that an event is their primary reason for visiting downtown West Palm Beach; dining (19%), municipal/community offerings such as the fountains and library (16%), and shopping (12%) are also mentioned frequently. Dining as a primary reason for visitation has rebounded after falling dramatically in 2013 (19% from 6% in 2013). As would be expected visitors surveyed during Special Event times cite the event itself as their primary reason for visiting. 1 Radius Global Market Research excluding those surveyed at special events 9

10 Summary of Findings ALL REASONS FOR VISIT Events (67%) and dining (55%) continue to be major components of a visit to downtown West Palm Beach. More surveyed visitors are mentioning dining as a component of this visit to downtown than did so in 2013 (55% vs. 36%). In terms of specific reasons, the tree lighting and Macy s (each 26%) garnered the most mentions. Duffy s (19%) and Panera Bread (11%) were cited most frequently as downtown WPB destinations for dining and/or coffee. Downtown visitors (excluding those surveyed at special events) continued to cite dining (57%), events (42%), and shopping (42%) as top draws to the downtown area. Excluding special events, Duffy s (19%) and Starbucks (17%) were cited most frequently as downtown WPB dining destinations. PLACES EVER VISITED When 2015 visitors were asked what places in downtown West Palm Beach they have ever visited, special events (85%) were mentioned most often. In particular, the Greenmarket was cited by 42% of visitors, 29% cited Sunday on the Waterfront (including ballet/harmony), 28% cited the Tree Lighting, 19% cited Clematis By Night, 12% cited SunFest, and 10% cited Screen on the Green. Compared to 2013, we are seeing significant increases in the number of visitors saying they have ever visited downtown for dining (75% vs. 39% in 2013), special events (85% vs. 75% in 2013), shopping (45% vs. 23% in 2013), entertainment (47% vs. 13% in 2013), municipal/public places (43% vs. 25% in 2013). While in the past, events were heavy draws for visitors with children, this was not the case in The only event that drew a large proportion of visitors with children was the Tree Lighting Ceremony, at which 47% of visitors had children. Radius Global Market Research 10

11 Summary of Findings AIDED AWARENESS AND VISITATION OF SPECIFIC EVENTS When it comes to awareness of specific events (on a prompted basis), downtown visitors are most likely to be aware of Greenmarket (61%), the Tree Lighting at CityPlace (54%) and Clematis By Night (51%). With the exception of Family Fun Fest at City Place, awareness of all the events is much higher among households without children than it is households with children. When it comes to visitation of these specific events, Greenmarket garners the highest visitation among downtown visitors at 50%, followed by Clematis By Night at 39% and the Tree Lighting at 34%. Similar to the trend in awareness cited above, visitation of all events except Family Fun Fest is higher among those without children. Crossover attendance is lowest among visitors to the Clematis District these visitors are least likely to say they have ever attended any of the specific events asked about (with the exception of the Seafood Festival). Most of those who have attended these events say they would attend again. Very few of those who wouldn t attend again have specific complaints about the event itself. ARTS AND CULTURAL VENUES VISITED When asked on a prompted basis which arts and cultural venues they have ever visited, the Kravis Center (52%) and the Norton Museum of Art (37%) were mentioned most frequently by surveyed downtown visitors. As seen with regard to event visitation above, visitors to the Clematis District are least likely to say they have ever visited any of the specific arts and cultural venues asked about. (the exception is Dramaworks). Radius Global Market Research 11

12 Summary of Findings CHARACTERISTICS OF THE VISIT Most downtown WPB visitors continue to arrive by car (70%) although that is down from two years ago when 87% of downtown visitors arrived by car. As compared to 2013, more visitors are arriving by bus (9% this year vs. 2%) or arriving by paid car service (taxi/uber) (7% this year vs. 0%). Visitors are taking longer to arrive downtown than they did in the past (21.2 minutes this year on average, vs minutes in 2013 and 16.7 minutes reported in 2012). Visitors to CityPlace reported the longest average travel times (29.9 minutes) compared to 20.3 minutes among Clematis District visitors and 19.6 minutes among Special Event visitors. On average, visitors are spending 2.4 hours on average downtown. Visitors to CityPlace tend to spend the longest time in the area (3.0 hours) while Clematis District visitors tend to stay the shortest time (1.2 hours). On average, downtown visitors are spending $66.20 while there. Visitors to CityPlace continue to report spending significantly more ($77.70 per visit on average) than visitors to the Clematis District ($71.60) or Special Events ($61.60). Radius Global Market Research 12

13 Summary of Findings IMAGE - DESCRIPTORS When asked to describe downtown West Palm Beach, visitors tend to be very positive, using words such as paradise, alive, and beautiful. Many visitors specifically mention the improvement they ve seen in the downtown area as compared to the past. While few residents describe downtown West Palm Beach in negative terms, those who do comment on the crowds. IMAGE STRENGTHS & WEAKNESSES When asked specifically to provide the area s strong points, the downtown visitors most frequently mention the atmosphere (66%). Other frequently mentioned strong points include the scenery (38%), restaurants (31%) and events (28%). When asked specifically to provide the area s weak points, the most frequently mentioned topics center on parking specifically parking is a hassle (46%) and parking is too expensive (27%). Radius Global Market Research 13

14 Summary of Findings RATINGS OF DOWNTOWN WEST PALM BEACH When it comes to ratings of downtown West Palm Beach, downtown visitors were most likely to rate the area highly in terms of atmosphere, cleanliness, and quality of shopping establishments in 2015 (64%, 57%, and 54% respectively). All parking related attributes continue to garner the fewest positive ratings, with parking fees on special event days being rated the lowest (14%). Perceptions have declined since two years ago with regard to safety, parking, special events, entertainment, restaurant and shopping choices, accessibility, and ease of finding your way around. Most of these declines are among Special Event Visitors and, to a lesser degree, Clematis District visitors. Perceptions among CityPlace visitors have generally improved. When it comes to demographics, those with children are rating the downtown area significantly lower when it comes to special events (39% vs. 53% among those without children) and quality of restaurants (29% vs. 48% among those without children). Radius Global Market Research 14

15 Summary of Findings FUTURE VISITATION At 60% (rated 9 or 10 on a 1-10 likelihood scale), likelihood to visit downtown West Palm Beach again in the future remains relatively high however it is down from prior years (78% in 2013, 80% in 2012). This decrease may be due to increased first-time visitation seen this year; some of these visitors may have come for a specific activity such as a special event and are unlikely to revisit it. This year, CityPlace visitors are the most likely to say they are highly likely to visit again in the future (92% compared to 58% for Special Event visitors and 45% for Clematis District visitors). In fact, likelihood of future visitation has actually increased significantly among CityPlace visitors compared to the past (92% likely vs. 71% in 2013). However, likelihood to visit in the future has declined among Special Events visitors (58% likely vs. 77% in 2013) and Clematis District visitors (45% likely vs. 82% in 2013). When asked what would encourage future visitation, it s clear that visitors want more events; more events (26%), more free events (25%), more family events (21%), and free parking (22%) were most frequently cited. LIKELIHOOD TO VISIT FOR ARTS AND CULTURE Similar to 2013, about one-half of area residents indicated that they are likely to visit downtown West Palm Beach for arts and cultural activities in the next year. Likelihood to visit for arts and cultural activities is highest among visitors to CityPlace (63%). Radius Global Market Research 15

16 Summary of Findings SUGGESTIONS ADDITIONAL OFFERINGS As of 2015, we asked downtown visitors to give us examples of Arts and Cultural Events taking place elsewhere, that they would enjoy if they were happening in Downtown WPB. Events that were frequently mentioned include Art Festivals/Art shows, Food Festivals (Delray Seafood Festival, Feast of Italy, etc.), and Latin Cultural Events (Dia Del Muerto, etc.) When asked what would be important additions to the downtown area, art galleries and casual dining were mentioned most often (by 24% and 23%, respectively, of visitors). CityPlace visitors also want antique stores, and a book and/or music store. Radius Global Market Research 16

17 Summary of Findings LIFESTYLE - FAVORITE LOCATION CityPlace continues to be cited most often as a favorite area for shopping, dining, and entertainment (cited as a favorite by 33% of downtown visitors). Other locations of note include Clematis Street and The Mall at Wellington Green, cited by 13% and 10% as favorites (respectively). The number of residents citing CityPlace as a favorite destination has increased significantly among downtown visitors compared to two years ago (from 24% in 2013 to 33%). CityPlace is much more likely to be cited as a favorite destination among those single/unmarried (41% vs. 29% among those married) and among those without children (37% vs. 25% among those with children). The Palm Beach Outlets were also mentioned by a sizeable segment of downtown visitors as a favorite location, and it s close proximity may be cannibalizing downtown visitation slightly. This year we also asked respondents to tell us what makes that location their favorite one. City Place is praised mostly for having everything in the same place, offering a variety of shopping, dining and entertainment in an upscale atmosphere. Reasons to favor Atlantic Avenue include the busy atmosphere and many places to dine and sightsee. As for Clematis Street, the fountains are a huge draw, as well as window shopping and dining. Radius Global Market Research 17

18 Summary of Findings LIFESTYLE TOTAL MENTIONS OF LOCATIONS FREQUENTED When it comes to area locations offering a variety of activities (e.g. shopping, dining, arts, culture, and entertainment), CityPlace continues to be the area location that s most frequently visited by downtown visitors (56%). Clematis Street, the Gardens Mall, downtown Lake Worth, and the Mall at Wellington Green are also mentioned frequently (30%, 29%, 24%, and 24%, respectively). Mentions of downtown Lake Worth have increased significantly - from 9% in The Mall at Wellington Green is the only area mentioned significantly more so by those with children at home than those without (33% vs. 20%) presumably due to the playground. LIFESTYLE NORTHWOOD VILLAGE VISITATION Just about one-quarter of downtown visitors have visited Northwood Village (28%) Visitation is highest among residents age 65 and over (44%) and is much higher among those without children in household (33% vs. 13% among those with children). Radius Global Market Research 18

19 Summary of Findings SOURCES OF NEWS/INFORMATION Newspapers are cited most frequently among downtown visitors as a source of news and information about local events, shopping, dining, and entertainment (41%.) Mentions of TV and the Internet as sources are down compared to 2013 (from 37% to 21% for TV; from 37% to 16% for internet). Social Media is a rising source of information, with 16% of residents mentioning it in That s twice the number of mentions as compared to Social Media is more likely to be cited by those under the age of 35 (26%) and those with children at home (26%). RESIDENCY Two-thirds of surveyed downtown visitors were year round Palm Beach County residents (68%); 20% were seasonal residents and 9% were non-resident visitors. The number of visitors reporting to be seasonal residents has increased significantly compared to two years ago (20% vs. 8% in 2013). Radius Global Market Research 19

20 Visitation Radius Global Market Research 20

21 First Time Visitation to West Palm Beach Total 2015 First time visitors, 13% There were significantly more first-time visitors in 2015 than in 2013 (4%). Repeat visitors, 87% n=271 44% Live/Work in downtown WPB 46% C 45% 41% 45% 12% 11% 17% 29% 53% Special Events (A) (n=175) CityPlace (B) (n=38) Clematis District (C) (n=58) First Time Repeat Live/Work Downtown Radius Global Market Research 21

22 Visitation Frequency and History Among Repeat Attenders who do not live or work downtown When was the last time you visited downtown West Palm Beach? (Among repeat visitors who do not live/work downtown) 28% 33% 21% 7% 8% Past week Past month Past 3 months Past year Longer ago than that 3% Don't Recall Visitation History Total 2015 n= 114 Special Events n=80 (A) CityPlace n=17* (B) Clematis District n=17* (C) How many times would you say you have visited downtown West Palm beach in the past year? (among those who have visited in the past year but do not live/work in downtown West Palm Beach) Average number of visits When was the last time you came to downtown West Palm Beach? (among those who have visited and do not /work/live) Past week 28% 28% 29% 29% Past month 33% 31% 47% 24%A Past 3 months 21% 24% 12% 18% Past year 7% 8% 6% 6% Longer ago than past year 8% 8% 6% 24% Don t recall 3% 4% 0% 0% Capital letters indicate a significant difference across venues * Caution: low base Radius Global Market Research 22

23 Main Reasons for Visiting the Downtown Area Excluding Data Collected at Special Events What is your MAIN reason for visiting the downtown area today? (Top Mentions) 40% 19% 16% 12% 9% 2015 n= 96 2% 0% 3% Events Dining Municipal/Community Shopping Art & Entertainment Bars/Nightclubs Other locations Work 2015 Top Mentions Events Dining Municipal/ Community Tree Lighting at City Place = 16% Greenmarket = 12% Starbucks = 6% Panera Bread = 3% Clematis = 4% Mandel Library = 2% Waterfront = 2% Shopping Entertainment Macy s = 8% Muvico = 1% The number of people visiting downtown for the dining has increased compared to 2013 SPECIAL EVENT VISITORS: 100% of Greenmarket visitors stated that their primary reason for the visit was for the Greenmarket. (n=22) 91% of tree lighting visitors stated that their primary reason for the visit was for the tree lighting. (n=32) 58% of Harmony visitors stated that their primary reason for the visit was for Harmony. (n=62) 24% of Screen on the Green visitors stated that their primary reason for the visit was for the Screen on the Green. (n=29) Radius Global Market Research 23

24 Reasons for Visiting the Downtown Area Total Places - have visited/will visit today in the downtown area (Top Mentions) 67% 55% 33% 21% 16% 12% 4% 7% 2015 n= 271 Events Dining Shopping Municipal/Community Bars/Nightclubs Arts & Entertainment Other locations Work 2015 Top Mentions Events Dining Shopping Entertainment Tree Lighting = 26% Greenmarket = 19% Duffy s = 19% Panera Bread = 11% Macy s = 26% Muvico = 4% Norton Museum = 4% More people are incorporating dining into their visit downtown than in 2013 Multiple Responses Accepted Radius Global Market Research 24

25 Reasons for Visiting the Downtown Area Excluding Data Collected at Special Events Total Places - have visited/will visit today in the downtown area (Top Mentions) 57% 42% 42% 21% 19% 9% 7% 14% 2015 n= 96 Dining Events Shopping Municipal/Community Bars/Nightclubs Art & Entertainment Other locations Work 2015 Top Mentions Dining Events Shopping Municipal/ Community Duffy s = 19% Starbucks = 17% Panera Bread = 10% Tree Lighting at CityPlace= 18% Greenmarket= 15% Macy s = 32% Clematis = 8% CityPlace = 6% Mandel Library = 5% Bars/ Nightclubs World of Beer = 13% Arts & Entertainment Muvico = 5% Multiple Responses Accepted Radius Global Market Research 25

26 Reasons for Ever Visiting the Downtown Area Places EVER visited in the downtown area (Top Mentions) 85% 75% 47% 45% 43% 2015 n= % 6% 7% Events Dining Art & Entertainment Shopping Municipal/Community Bars/Nightclubs Other locations Work 2015 Top Mentions Events Dining Shopping Entertainment Greenmarket = 42% Sunday on the Waterfront (inc. ballet/harmony) = 29% Tree Lighting = 28% Starbucks = 25% Duffy s = 20% Macy s = 36% Muvico = 26% Kravis Center = 18% More people are visiting downtown for events, dining, shopping, and municipal offerings such as the fountains and library than in 2013 Multiple Responses Accepted Radius Global Market Research 26

27 Awareness of Specific Events (Aided) Awareness of Specific Events (Prompted) Total 2015 n=271 Special Events n=175 (A) CityPlace n=38 (B) Clematis District n=58 (C) Which of these events have you ever heard of? Greenmarket 61% 61% 76%C 53% Tree Lighting at City Place 54% 50% 84%AC 47% Clematis by Night/Concert 51% 49% 74%AC 43% Sunday on the waterfront 47% 49% 50% 36% Seafood Festival 37% 33% 53%A 38% Art after Dark at Norton Museum 31% 29% 50%AC 22% Family Fun Fest at City Place 2% 3% 0% 0% None of the above 13% 11% 8% 19% New question in 2015 (QN1) Significance Testing at 95% Level of Confidence Between the Columns (ABC) January 2016 Radius Global Market Research 27

28 Visitation of Specific Events (Aided) Which of these events have you ever attended? Would you attend again in the future, given the opportunity? (Among those who have ever visited/work/live) Attended 50% 48% 39% 35% 34% 31% 31% 29% Would attend again 17% 14% 14% 11% Greenmarket Clematis by Night/Concert Tree Lighting at City Place Sunday on the waterfront Seafood Festival Art after Dark at Norton Museum n=271 Greenmarket Tree Lighting at CityPlace Clematis by Night Sunday on the Waterfront Seafood Festival Top Reasons cited for NOT attending again New question in 2015 (QN1) Too rowdy Too crowded Too crowded/too rowdy Too hot It costs too much Parking is a hassle Food was bad/expensive 2015 By Venue Which of these events have you ever attended? Special Events n=175 (A) CityPlace n=38 (B) Clematis District n=58 (C) Greenmarket 54%C 53% 36% Clematis by Night/Concert 39% 53%C 29% Tree Lighting at City Place 38% 29% 24% Sunday on the waterfront 40%BC 21% 10% Seafood Festival 16% 13% 22% Art after Dark at Norton Museum 17%C 13% 3% Would you attend again? Greenmarket 54%C 42% 33% Clematis by Night/Concert 37% 42% 26% Tree Lighting at City Place 35%C 26% 21% Sunday on the waterfront 39%BC 16% 7% Seafood Festival 14% 5% 19% Art after Dark at Norton Museum 15%C 11%C 0% January 2016 Radius Global Market Research 28

29 Visitation of Arts and Cultural Venues (aided) 2015 Analysis By Venue Arts and Cultural Venues Visited (Prompted) Among those who have ever visited 2015 n= 271 Special Events n=175 (A) CityPlace n=38 (B) Clematis District n=58 (C) And which of the following arts and cultural venues have you ever visited in downtown West Palm Beach, if any? Kravis Center for the Performing Arts 52% 53% 63% 43% Norton Museum of Art 37% 40% 34% 28% Palm Beach Drama Works 23% 22% 26% 26% Harriet Himmler Theater 19% 22%C 18% 9% Palm Beach Photographic Center 9% 12%C 8% 2% Other 2% 1% 5% 2% Significance Testing at 95% Level of Confidence Between the Columns (ABC) January 2016 Radius Global Market Research 29

30 Characteristics of the Visit Radius Global Market Research 30

31 Characteristics of Visit Methods of Travel to Downtown Area 70% 9% 9% 7% 3% 1% 0% 2% Car Walk Bus Paid Car Service (Taxi/Uber) Tri-rail Bicycle Motorcycle/ Scooter Other 2015 n=271 Characteristics of the Visit 2015 Total n=271 Special Event n=175 (A) City Place n=38 (B) Clematis District n=58 (C) How long did it take you to get here today? Average 21.2 min 19.6 min 29.9 min AC 20.3 min Approximately how much time in total do you plan on spending here today? Average 2.4 hrs 2.6 hrs C 3.0 hrs C 1.2 hrs About how much, in total, will your party have spent in the downtown West Palm Beach area during this visit? People are taking longer to arrive downtown than they did in the past (21.2 minutes this year, vs minutes in 2013 and 16.7 minutes reported in 2012). Average $66.20 $61.60 $77.70 $71.60 Capital letters indicate a significant difference across venues Radius Global Market Research 31

32 Travel Time 2015 Residency and Average Travel Time of Visitors by Zip Code (Top Mentions) % WPB, RB % WPB, Haverhill % WPB 24.6 min 25.7 min % WPB 22.1 min 17.7 min 20.7 min Downtown WPB 12.7 min % WPB % 17.0 min Lake Worth % WPB WPB = West Palm Beach RB = Riviera Beach Radius Global Market Research 32

33 Image Radius Global Market Research 33

34 Image - Descriptors When you think of downtown West Palm Beach, regardless of whether or not you have ever visited, what thoughts, words and images come to mind? (Open end question) Paradise on earth. Love the arts and entertainment. I love how there's so much color and life The waterfront is beautiful. It's an exciting place to visit, a vibrant area with lots of young people and activities. It's crowded at night, it's so alive. It's come along way from 20 years ago when this was a place you didn't want to visit. Family oriented place to have dinner and walk around A lot to do City feel but just lovely. I meet a lot of friends here reminds me of Europe a bit. A lot safer than it used to be and cleaner, more suave. It s a nice walk around area beautiful, good shopping, food, fun, relaxing and safe We love this area although we're concerned about CityPlace because its becoming a dining place only. There needs to be more diversity. A city feel with a small town flavor -- intimacy, shows, coffee -- enjoy. Relaxed environment - you've got everything you need in walking distance - shops, restaurants, entertainment. A lot of good shops and restaurants but not very friendly to youth Improved. Clematis still not great, but CityPlace is someplace for new people to visit with lots of variety. Crowded Chaotic Crowded-- a lot of homeless people Radius Global Market Research 34

35 Image Strengths & Weaknesses 66% What would you say are the area s strong points? 38% 31% 28% 17% 17% 17% 15% 13% 12% 10% 2015 n= % What would you say are the area s weak points? 27% 20% 12% 7% 7% 2% 9% 19% Parking is a particular concern at certain events Tree Lighting, Greenmarket, and Screen on the Green as well as in the Clematis District during weekdays n= 271 Question format changed from open-ended commentary to a pre-list in 2015, resulting in higher response, but proportionally comparable to prior periods. Multiple responses accepted Radius Global Market Research 35

36 Ratings of Downtown West Palm Beach Radius Global Market Research 36

37 Ratings of Downtown West Palm Beach 2015 Venue Analysis Ratings of Downtown West Palm Beach (Among those answering) Total 2015 n=varies* Special Event (A) City Place (B) Clematis District (C) Top 2 Box (rating 9 or 10 on a 10 point scale) Atmosphere 64% 62% 82%AC 60% Cleanliness 57% 57% 61% 55% Quality of shopping establishments 54% 50% 66% 55% Safety during the day 52% 49% 74%AC 45% Special events 49% 46% 53% 55% Accessibility (getting to your destination) 46% 45% 61%C 40% Restaurant choices 45% 43% 50% 45% Entertainment 44% 42% 45% 50% Quality of restaurants 42% 37% 53% 52% Variety of shopping establishments 41% 39% 45% 45% Ease of finding your way around 40% 35% 66%AC 38% Safety during the evening/at night 35% 37% 37% 29% Availability of parking on typical, non-event days 18% 13% 34%A 21% Parking fees on typical, non-event days 18% 14% 26% 24% Availability of parking on special event days such as for SunFest, Greenmarket, etc. 16% 14% 18% 19% Parking fees on special event days such as for SunFest, Greenmarket, etc. 14% 10% 21% 22%A Perceptions have declined since two years ago with regard to safety, parking, special events, entertainment, restaurant and shopping choices, accessibility, and ease of finding your way around. Most of these declines are among Special Event Visitors and, to a lesser degree, Clematis District visitors. Perceptions among CityPlace visitors have generally improved. *Base varies by question. Significance Testing at 95% Level of Confidence Between the Columns (ABC) Radius Global Market Research 37

38 Future Visitation Radius Global Market Research 38

39 Likelihood to Visit in the Future How likely are you to visit downtown West Palm Beach again in the future? 92% AC 60% 58% 45% TOTAL Special Event (A) CityPlace (B) Clematis District (C ) 2015 n=271 Top 2 Box Score Likelihood to visit in the future has decreased among Special Event and Clematis District visitors, but has increased among CityPlace visitors. Significance Testing at 95% Level of Confidence Between the Columns (ABC) Radius Global Market Research 39

40 Motivators to Visitation What would encourage you to visit downtown West Palm Beach more often? 26% 25% 22% 21% 20% 16% 11% 11% 6% 5% 3% 5% More events in general More free events Free parking More kids/family events More open/outdoor events More stores 2015 Venue Analysis More parking spaces More entertainment venues in general More restaurants Children's entertainment venues Other Nothing/Don't know 2015 n= 271 Motivators to Visitation (unaided) Special Event (n=175) (A) City Place (n=38) (B) Clematis District (n=58) (C) What would encourage you to visit downtown West Palm Beach more often? More events in general 30%C 24% 12% More free events 29% 16% 17% Free parking 26%C 18% 12% More kids/family events 21% 24% 21% More open/outdoor events 19% 8% 10% More stores 10% 8% 14% More parking spaces 13%C 11% 3% More entertainment venues in general 6% 11% 2% More restaurants 5% 8% 3% Children's entertainment venues 3% 3% 2% Other 5% 8% 2% Nothing/Don't know 9% 34%A 45%A Special Event visitors want more events (free and paid) and free parking Question format changed from open-ended commentary to a pre-list in 2015, resulting in higher response, but proportionally comparable to prior periods. Multiple responses accepted Significance Testing at 95% Level of Confidence Between the Columns (ABC) Radius Global Market Research 40

41 Likelihood to Visit for Arts and Culture How likely are you to visit downtown West Palm Beach in the next year for arts and cultural activities such as those at the Kravis Center, Palm Beach Dramaworks, etc.? (Top 2 Box score 9 or 10 out of 10) 63% 51% 51% 43% TOTAL Special Event (A) CityPlace (B) Clematis District (C ) 2015 n=271 Significance Testing at 95% Level of Confidence between years and sectors (ABC) Radius Global Market Research 41

42 Additional Offerings Radius Global Market Research 42

43 Suggestions for Arts and Cultural Events Think of arts and cultural events or activities held in another city, downtown district and tell me which ones you would consider attending if held in downtown WPB? (Open end question) Delray Seafood Festival need more NY type theater shows Feast of Italy Latin Cultural Events Pirate Fest Reggae Festival The Day of the Death -- a Mexican celebration Art festival / More art events/shows PrideFest Sidewalk Art Sales Radius Global Market Research 43

44 Suggestions - Additional Offerings Which of the following would be important additions to the downtown West Palm Beach area? (Prompted - Top 10 Mentions) 24% 23% 15% 15% 11% 9% 8% 8% 6% 6% Art galleries Casual dining Antique stores Books and/or music store Coffee shop/café Children's clothing Bars and/or night clubs Fine dining Fast food dining Big Box/Mass Market Retailer (e.g. Target, Wal- Mart, etc.) CityPlace visitors want antique stores and a book and/or music store Suggestions Additional Offerings Special Event (n=175) (A) 2015 Venue Analysis City Place (n=38) (B) Clematis District (n=58) (C) Art galleries 26% 29% 16% Casual dining 26% 21% 17% Antique stores 14% 29%AC 9% Books and/or music store 13% 26%A 14% Coffee shop/cafe 12% 11% 10% Children s clothing 9% 3% 14% Bars and/or night clubs 8% 11% 7% Fine dining 7% 13% 7% Fast food dining 6% 8% 7% Big Box/Mass Market Retailer (e.g. Target, WalMart, etc.) 7% 3% 3% 2015 n=271 Question changed to a READ LIST from a DO NOT READ LIST in Multiple responses accepted Significance Testing at 95% Level of Confidence Between the Columns (ABC) Radius Global Market Research 44

45 Lifestyle Radius Global Market Research 45

46 Lifestyle Favorite Area Favorite Shopping/ Dining/ Entertainment Areas Total 2015 n=271 Special Event (n=175) (A) 2015 Venue Analysis City Place (n=38) (B) Clematis District (n=58) (C) What is your favorite shopping area, or location that offers a variety such as shopping, dining, and entertainment? (first mention- unaided) CityPlace 33% 32% 50%AC 26% Clematis Street 13% 17%B 3% 10% The Mall at Wellington Green 10% 11%B 0% 12%B The Gardens Mall 7% 6% 5% 10% Downtown Lake Worth 6% 5% 5% 9% The Boynton Beach Mall 3% 1% 0% 9%A Boca Town Center 3% 3% 3% 2% Atlantic Avenue 3% 3% 5% 0% Downtown at the Gardens 3% 3% 3% 5% Worth Avenue 2% 2% 0% 5% Harborside Place (Jupiter) 2% 3% 0% 0% Other, incl. Palm Beach Outlet 14% 13% 26%A 12% Significance Testing at 95% Level of Confidence Between the Columns (ABC) Radius Global Market Research 46

47 Lifestyle Favorite Area Why do you consider this location to be your favorite? (Open end question) CityPlace It has a lot of nice restaurants They have a lot of nice restaurants and entertainment. CityPlace has a lot of things to do and places to eat at Very open and clean you can do a number of things in one visit I go for the restaurants and movies they offer so many different things to do upscale Radius Global Market Research 47

48 Lifestyle Favorite Area Why do you consider this location to be your favorite? (Open end question) Atlantic Avenue (Delray) Atlantic Avenue is always busy and alive! I love to shop and site see there Because it's so busy with so many things to see and places to eat like to take grandkids to the fountain I can go to eat and get wet Clematis Street the walk and look through the different stores You see so many interesting people. It's a nice place for dining and entertainment. Radius Global Market Research 48

49 Lifestyle Areas - Total Mentions 2015 Venue Analysis Frequent Shopping/ Dining/ Entertainment Areas Total 2015 n=271 Special Event (n=175) (A) City Place (n=38) (B) Clematis District (n=58) (C) What is your favorite shopping area, or location that offers a variety such as shopping, dining, and entertainment? (unaided) What other areas or locations do you frequent that offer a variety such as shopping, dining, and entertainment? (unaided) CityPlace 56% 58% 68%C 43% Clematis Street 30% 35%C 24% 19% The Gardens Mall 29% 29% 29% 31% Downtown Lake Worth 24% 23% 26% 26% The Mall at Wellington Green 24% 25% 16% 28% Worth Avenue 12% 13% 11% 10% The Boynton Beach Mall 12% 11% 8% 17% Boca Town Center 10% 11% 13% 3% Atlantic Avenue 9% 10%C 13%C 2% Downtown at the Gardens 9% 10% 8% 9% Harborside Place (Jupiter) 6% 7% 3% 2% Other, incl. Palm Beach Outlet 28% 18% 58%A 38%A Significance Testing at 95% Level of Confidence Between the Columns (ABC) CityPlace continues to be a top destination Radius Global Market Research 49

50 Lifestyle Northwood Village Visitation Have you ever visited Northwood Village? (% of Yes) 28% 34% 21% 16% TOTAL Special Event (A) CityPlace (B) Clematis District (C ) 2015 Base: n= 145 (introduced after survey started) New question in 2015 Significance Testing at 95% Level of Confidence Between the Columns (ABC) Radius Global Market Research 50

51 Lifestyle Local Information Sources Sources of Local News and Information (Top Mentions) Total 2015 n=271 Special Event (n=175) (A) 2015 Venue Analysis City Place (n=38) (B) Clematis District (n=58) (C) What sources do you use for local news and information and for information about local events, shopping, dining, and entertainment? (unaided) Television 21% 23%C 32%C 10% Newspaper (Net) 41% 45% 29% 36% The Palm Beach Post 34% 37% 24% 33% Sun Sentinel 9% 10% 5% 7% Internet 16% 11% 32%A 17% Social Media (Twitter, Facebook, etc.) 16% 14% 21% 21% Radio 9% 7% 11% 12% Other, incl. Family/friends/word of mouth 20% 20% 18% 21% Social Media Usage % Use Social Media 61% 63% 61% 57% Significance Testing at 95% Level of Confidence Between the Columns (ABC) Multiple Responses Accepted Radius Global Market Research 51

52 Residency Radius Global Market Research 52

53 Residency 2015 Year round resident Seasonal resident Not a resident of Palm Beach County 20% 9% 68% There were fewer seasonal residents and non-residents in prior years 2015 Venue Analysis Palm Beach County Residency Special Event (n=175) (A) City Place (n=38) (B) Clematis District (n=58) (C) Year round resident 63% 74% 76% Seasonal resident 24% 11% 14% Not a resident of Palm Beach County 8% 16% 7% Significance Testing at 95% Level of Confidence Between the Columns (ABC) Radius Global Market Research 53

54 Residency Zip Code of Residence (Top Mentions) 2015 n=271 West Palm Beach 53% Lake Worth/Greenacres 7% Delray Beach 4% Jupiter 4% Palm Beach Gardens 3% Boynton Beach 3% Wellington 2% Boca Raton 2% Radius Global Market Research 54

55 Demographics Radius Global Market Research 55

56 Demographics Gender Demographics Total 2015 n=271 Special Event (n=175) (A) 2015 Venue Analysis City Place (n=38) (B) Clematis District (n=58) (C) Male 35% 29% 45% 48%A Female 65% 71%C 55% 52% Home Ownership Status Own 55% 55% 58% 52% Rent 35% 34% 32% 43% Refused/No response 10% 12% 11% 5% Ethnicity Hispanic (%yes) 17% 18% 11% 16% White 68% 67% 71% 69% Black 16% 18% 11% 14% Mixed 8% 7% 11% 9% Native American/Alaskan Native 0.4% 1% 0% 0% Asian/Pacific Islander 0.4% 1% 0% 0% Other 3% 2% 5% 2% Don t know/refused 5% 5% 3% 7% Age Average 46 years 47 years 49 years 42 years Significance Testing at 95% Level of Confidence Between the Columns (ABC) Radius Global Market Research 56

57 Demographics Marital Status Demographics Total 2015 n=271 Special Event (n=175) (A) 2015 Venue Analysis City Place (n=38) (B) Clematis District (n=58) (C) Single 30% 31% 21% 33% Married 51% 49% 68%BD 47% Living with partner 9% 10% 3% 10% Separated/divorced 4% 4% 5% 3% Widowed 3% 3% 3% 2% Refused/No response 3% 3% 0% 5% Number of Children in Household None 69% 68% 71% 69% 1 6% 7% 5% 2% 2 17% 15% 11% 26% 3+ 7% 7% 13% 3% Refused/No response 2% 2% 0% 0% Household Income (among those answering) Those answering (base) Average $57.8 K $58.2 K $69.1 K $49.3 K Significance Testing at 95% Level of Confidence Between the Columns (ABC) Radius Global Market Research 57