Page 1


 
 
 
 Economic
Impact
Study:
Preliminary
Findings
 SUNSET
TRIANGLE
PLAZA
 
 
 
 Robin
Abad
Ocubillo
and
Kevin
Ocubillo
 April
2012
 
 
 
 
 
 



 
 



 (Rendering
by
Rios
Clementi
Hale
Studios
via
Streets
for
People)



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 
 CONTENTS
 
 
 Background .................................................................................................................................................. 3
 
 
 Methodology
 
 Business
Inventory
and
Sampling
Method ..................................................................................... 4
 Deployment
Calendar ..................................................................................................................... 5
 Survey
Tool ..................................................................................................................................... 5
 
 
 Summary
of
Preliminary
Findings
 
 Perception
of
Plaza ......................................................................................................................... 6
 Perceived
Impacts........................................................................................................................... 6
 
 Business
Confidence ....................................................................................................................... 6
 
 Business
Performance .................................................................................................................... 6
 
 
 Detailed
Preliminary
Findings
 
 Businesses
within
two‐block
Catchment
Area................................................................................ 8
 Businesses
directly
adjacent
to
the
Plaza ..................................................................................... 13
 
 One
month
after
Plaza
Installation ............................................................................................... 18
 
 Six
6
months
after
Plaza
Installation............................................................................................. 24
 
 
 Recommendations..................................................................................................................................... 28
 
 
 
 Appendix
A:

Catchment
Area.................................................................................................................... 29
 Appendix
B:

Business
Inventory................................................................................................................ 30
 Appendix
C:

Business
Questionnaire ........................................................................................................ 32

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2
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32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 


BACKGROUND
 
 The
 Sunset
 Triangle
 Plaza
 Demonstration
 Impact
 Study
 is
 a
 longitudinal
 investigation
 of
 the
 first‐ever
 street
closure
Plaza
in
Los
Angeles.

The
study
scope
encompasses
a
range
of
dimensions
including
the
 Plaza’s
geophysical,
social,
and
cultural
contexts;
human
use
patterns
in
the
facility
itself;
and
potential
 economic
impacts
brought
by
the
experimental
project.
 
 The
study
examines
the
geophysical
context
of
the
demonstration
plaza,
identifying
its
placement
in
the
 transit
 and
 bicycle
 networks.
 
 The
 study
 also
 explores
 the
 Plaza’s
 relationship
 to
 the
 open
 space
 infrastructure
of
the
neighborhood.

Social
and
cultural
dimensions
of
the
newly
created
space
are
also
 documented.

Perceptions
of
the
Plaza
and
its
significance
to
local
identity
are
characterized.

This
study
 documents
circulation,
behaviors,
and
activities
onsite;
it
also
examines
intended
and
unintended
uses.
 
 This
preliminary
report
presents
findings
from
economic
impact
analyses
currently
underway
at
Sunset
 Triangle.

It
provides
a
quick
snapshot
of
short‐term
trends
in
the
vicinity
of
the
Plaza.

The
findings
shall
 be
updated
in
Spring
2013
from
an
expanded
dataset
spanning
12
calendar
months.
 
 
 
 
 
 


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3
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32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 


METHODOLOGY
 
 Business
Inventory
and
Sampling
Method
 
 While
 the
 “Sunset
 Junction”
 neighborhood
 extends
 for
 about
 a
 mile
 along
 Sunset
 Boulevard,
 we
 determined
 that
 a
 more
 focused
 geographic
 scope
 was
 most
 appropriate
 for
 examining
 potential
 economic
 impact
 of
 the
 Plaza
 demonstration.
 
 A
 one‐block
 radius
 defined
 the
 catchment
 area
 for
 the
 Economic
Impact
Study
(see
Appendix
A:
Catchment
Area).
 
 Our
 literature
 review
 identified
 several
 comparable
 studies
 of
 road
 diets
 and
 similar
 streetscape
 interventions.
 
 Those
 studies
 targeted
 at
 least
 20%
 of
 small
 businesses
 within
 their
 catchment
 areas,
 providing
a
standard
for
our
sampling
methodology
at
Sunset
Triangle.
 
 This
study
inventoried
forty‐nine
discrete
businesses
within
the
catchment
area
surrounding
the
Sunset
 Triangle
Plaza.

Of
these
forty‐nine
businesses,
we
narrowed
our
focus
to
forty‐one
using
the
following
 criteria:
 
 1 small
in
size
(five
or
fewer
employees)
 2 locally
owned
(not
a
chain
or
franchise)
 
 Of
 the
 forty‐one
 businesses
 within
 the
 catchment
 area
 that
 conformed
 to
 the
 criteria
 above,
 we
 targeted
 thirteen.
 
 That
 sample
 comprises
 approximately
 26%
 (13/49)
 of
 the
 total
 businesses
 in
 the
 catchment
area;
and
31%
(13/41)
of
locally
owned
small
businesses
in
the
catchment
area.


This
sample
 includes
the
five
businesses
directly
fronting
the
Plaza
itself.

Thus
nearly
half
of
the
targeted
businesses
 (5/13)
are
plaza‐adjacent
(see
Appendix
B:
Business
Inventory).
 
 After
 approaching
 our
 targeted
 businesses,
 two
 were
 unwilling
 to
 participate
 and
 one
 store
 frontage
 was
undergoing
its
transformation
into
a
new
market.
In
order
to
maintain
a
target
sample
of
thirteen,
 we
 approached
 two
 alternate
 businesses.
 The
 first
 of
 these
 two
 replacements
 was
 also
 unwilling
 to
 participate.
 The
 other
 (Golden
 Saddle
 Cyclery)
 was
 located
 just
 outside
 our
 catchment
 area.
 Although
 the
bike
shop
was
located
outside
the
catchment
area,
its
size,
proximity
to
the
plaza,
ownership
status,
 and
identity
as
a
community
mainstay
made
it
an
attractive
target
for
our
study.
As
a
result,
our
team
 administered
surveys
to
11
businesses:

22%
(11/49)
of
all
businesses
within
the
catchment
area;
26%
 (11/41)
of
businesses
fitting
our
criteria.
 


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32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 
 Deployment
Calendar
 
 The
longitudinal
survey
collects
data
from
businesses
approximately
every
three
months,
in
the
month
 after
each
fiscal
quarter.

Surveys
began
in
April
2012
and
will
conclude
in
April
2013.

The
preliminary
 findings
presented
in
this
report
incorporate
data
points
from
April
2012,
July
2012,
and
October
2012.
 
 R1
 April
2012
 R2
 July
2012
 R3
 October
2012
 
 [Preliminary
Findings]
 
 R4
 January
2013
 R5
 April
2013
 
 
 Survey
Tool
 
 Our
 study
 administered
 in‐person
 surveys
 to
 small
 businesses
 in
 the
 food,
 retail
 and
 service
 sectors
 located
within
the
catchment
area.

 
 The
Survey
tool
is
comprised
of
two
Parts.

Both
Part
A
and
Part
B
were
administered
at
the
beginning
of
 the
study
(April
2012).

Only
Part
B
was
administered
at
the
end
of
each
fiscal
quarter.

At
the
conclusion
 of
the
data‐gathering
period
(April
2013),
both
Part
A
and
Part
B
will
be
administered
again
together.
 
 See
Appendix
C:

Business
Questionnaire
 
 
 Tool
Design
 
 The
Survey
Tool
was
designed
largely
to
underpin
merchants’
perceptions
of
the
Plaza
and
its
impacts.

 Thus,
subjective
preferences
frame
the
responses.

At
times,
survey
participants
may
not
understand
the
 question
 or
 deliberately
 respond
 dishonestly.
 
 Nonetheless,
 gaining
 the
 insights
 of
 small
 business
 operators
is
clearly
important
in
any
evaluation
of
grassroots‐initiated
urban
design
experiments.
 


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5
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32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 


SUMMARY
of
PRELIMINARY
FINDINGS
 
 Perception
of
Plaza
 
 In
general,
the
study
found
positive
perceptions
of
the
Plaza.

Throughout
the
initial
six‐month
period
of
 monitoring
 and
 surveys,
 over
 80%
 of
 merchants
 surveyed
 confirmed
 that
 they
 would
 “recommend
 a
 Plaza
project
to
other
neighborhoods
[or
business
districts].”
 
 
 Perceived
Impacts
 
 Of
 the
 business
 operators
 surveyed,
 a
 majority
 reported
 perceived
 increases
 in
 business
 performance
 after
Plaza
installation,
at
both
the
1‐month
and
6‐month
survey
dates.

A
majority
of
participants
also
 reported
 a
 higher
 volume
 of
 sales
 from
 increased
 ‘foot
 traffic’
 (or
 ‘walk‐ins’).
 
 A
 minority
 (~10%)
 reported
perceived
decline
in
business
performance
after
the
Plaza
was
installed.
 
 
 Business
Confidence
 
 In
general,
responses
indicated
high
levels
of
business
confidence.

Confidence
was
measured
by
asking
 merchants
 about
 anticipated
 changes
 to
 revenue,
 debt,
 profit,
 number
 of
 employees,
 and
 number
 of
 customers
for
the
year
subsequent
to
Plaza
installation.


 
 The
 majority
 of
 businesses
 within
 the
 two‐block
 catchment
 area
 anticipate
 an
 increase
 of
 the
 size
 of
 their
 customer
 base;
 an
 increase
 in
 revenue;
 and
 an
 increase
 in
 profits.
 
 At
 the
 same
 time,
 most
 merchants
 anticipate
 either
 no
 change
 or
 a
 decrease
 in
 their
 debt.
 
 This
 indicates
 the
 optimism
 of
 businesses
within
the
two‐block
catchment
area
surrounding
the
Plaza.


 
 Business
confidence
for
merchants
directly
fronting
the
Plaza
also
follow
the
same
positive
trends;
with
 even
stronger
indicators
of
optimism
for
anticipated
revenue,
debt,
and
profit.
 
 
 Business
Performance
 
 In
 addition
 to
 measuring
 business
 confidence
 (or
 the
 anticipated
 performance
 of
 businesses
 by
 their
 owners),
 this
 study
 also
 incorporates
 a
 number
 of
 harder
 metrics
 that
 attempt
 to
 measure
 actual
 changes
 in
 business
 performance
 over
 time.
 
 Here,
 businesses
 were
 asked
 at
 quarterly
 intervals
 to
 provide
 their
 gross
 sales
 for
 an
 average
 weekday
 and
 average
 weekend
 day.
 
 Results
 from
 this
 metric
 are,
at
this
time,
less
conclusive
than
those
metrics
dealing
with
perception.
 


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32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 
 The
 study
 found
 that
 average
 gross
 weekday
 sales
 fell
 during
 the
 initial
 six‐month
 period
 after
 Plaza
 installation.

At
the
same
time,
average
gross
weekend
sales
increased
significantly.

There
are
a
great
 many
 variables
 which
 may
 account
 for
 such
 an
 acute
 difference
 between
 weekday
 and
 weekend
 day
 sales
 volume.
 
 These
 may
 include
 customer
 mode(s)
 of
 arrival
 (to
 the
 neighborhood
 within
 which
 the
 Plaza
is
situated);
changes
in
business
operations
(extended
or
reduced
business
hours,
etc);
or
weekend
 events
that
might
impact
foot
traffic
in
the
area
(farmer’s
market,
local
school
and
church
events,
etc).

 Therefore
tracking
average
gross
daily
sales
may
turn
out
to
be
the
least
reliable
method
employed
by
 this
study
for
measuring
Business
Performance.
 
 Furthermore,
this
study
cannot
account
for
external
and
structural
(macroeconomic)
factors
which
bear
 upon
 individual
 merchants’
 successes.
 
 Indeed,
 many
 respondents
 indicated
 that
 positive
 or
 negative
 trends
 in
 their
 own
 business’
 performance
 might
 not
 necessarily
 relate
 to
 Plaza
 installation.
 
 Many
 merchants
 described
 a
 renaissance
 of
 the
 “Sunset
 Junction”
 or
 “Silverlake
 [area]”
 over
 the
 last
 five
 or
 ten
years.

This
renaissance
was
consistently
associated
with
a
younger
and
more
affluent
demographic
 spurning
economic
enterprise
in
the
vicinity.

The
same
narrative
was
described
by
longtime
merchants
 (operating
for
over
twelve
years)
and
newer
business
owners
(operating
now
for
one
or
two
years).
 
 


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32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings

DETAILED
PRELIMINARY
FINDINGS
 
 Results
for
Businesses
within
the
2‐block
Catchment
Area
 
 One
Month
After
Plaza
Installation
 
 ● Over
 80%
 of
 respondents
 would
 recommend
 a
 Street
 Closure
 /
 Plaza
 Conversion
 to
 other
 neighborhoods
or
districts
 


● ● ● ●


 
 
 Over
 25%
 of
 businesses
 reported
 an
 “increase
 in
 sales
 volume
 for
 business”
 after
 1
 month
 of
 plaza
installation
 Over
 80%
 of
 businesses
 reported
 “no
 change
 in
 sales
 volume
 for
 business”
 after
 1
 month
 of
 plaza
installation
 Over
 70%
 of
 businesses
 after
 1
 month
 reported
 a
 perceived
 “increase
 in
 sales
 volume
 for
 businesses
in
the
area”
since
the
Plaza
was
installed
 Over
 25%
 of
 businesses
 reported
 a
 perceived
 “no
 change
 in
 sales
 volume
 for
 business
 in
 the
 area”
after
1
month
of
plaza
installation
 


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32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 Results
for
Businesses
within
the
2‐block
Catchment
Area
(cont’d)
 
 One
Month
After
Plaza
Installation
(cont’d)
 
 
 ●

55%
of
businesses
reported
an
“increase
in
business
from
foot
traffic”
in
the
area
1
month
after
 Plaza
installation
 


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 ● ●

45%
of
business
anticipate
increasing
their
number
of
employees
during
year
after
the
Plaza
was
 installed
(versus
36%
no
change
and
9%
decreasing
their
number
of
employees)
 
 
 72%
of
businesses
anticipate
an
increase
in
the
size
of
their
customer
base
during
the
year
after
 the
 Plaza
 was
 installed
 (versus
 18%
 anticipating
 no
 change
 and
 0%
 anticipating
 a
 decrease
 in
 customers)
 


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page
9
of
32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 
 Results
for
Businesses
within
the
2‐block
Catchment
Area
(cont’d)
 
 One
Month
After
Plaza
Installation
(cont’d_
 
 ● 63%
 of
 respondents
 anticipate
 an
 increase
 in
 Revenue
 during
 the
 year
 after
 the
 Plaza
 was
 installed
(versus
18%
anticipating
no
change
and
9%
anticipating
a
decrease
in
Revenue)
 ● 81%
of
respondents
anticipated
either
no
change
or
a
decrease
of
Debt
during
the
year
after
the
 Plaza
was
installed
(versus
just
9%
of
respondents
anticipating
a
increase
of
Debt)
 ● 63%
 of
 respondents
 anticipated
 an
 increase
 in
 Profits
 (versus
 just
 18%
 of
 respondents
 anticipating
no
change
and
9%
anticipating
a
decrease
in
Profits)
 


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page
10
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32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 
 Results
for
Businesses
within
the
2‐block
Catchment
Area
 
 Six
Months
After
Plaza
Installation
 
 ● 35%
 of
 businesses
 reported
 an
 “increase
 in
 sales
 volume
 for
 business”
 6
 months
 after
 Plaza
 installation
 ● 65%
of
businesses
reported
an
“increase
in
sales
volume
for
businesses
in
the
area”
6
months
 after
Plaza
installation
 


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 ●

50%
 (of
 businesses
 reported
 an
 “increase
 in
 business
 from
 foot
 traffic”
 in
 the
 area
 6
 months
 after
Plaza
installation


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,-(./&"0%( 1)+(

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Studies
 
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page
11
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32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 
 Results
for
Businesses
within
the
2‐block
Catchment
Area
(cont’d)
 
 Six
Months
After
Plaza
Installation
(cont’d)
 
 ● The
average
gross
weekday
sales
for
the
businesses
surveyed
in
the
area
is
$1,130
 ● Over
six
months,
gross
weekday
sales
dropped
an
average
of
11%
 ● The
average
gross
weekend
day
sales
for
the
businesses
surveyed
in
the
area
is
$2,300
 ● Over
six
months,
gross
weekend
day
sales
increased
an
averaged
of
57%
 


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page
12
of
32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 


Results
for
Businesses
directly
adjacent
to
the
Plaza
 
 One
Month
After
Plaza
Installation
 
 ● Over
 20%
 of
 businesses
 reported
 an
 “increase
 in
 sales
 volume
 for
 business”
 after
 1
 month
 of
 plaza
installation
 ● Over
 60%
 of
 businesses
 reported
 “no
 change
 in
 sales
 volume
 for
 business”
 after
 1
 month
 of
 plaza
installation
 ● Over
 100%
 of
 businesses
 after
 1
 month
 reported
 a
 perceived
 “increase
 in
 sales
 volume
 for
 businesses
in
the
area”
since
the
Plaza
was
installed
 


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 ●

100%
 of
 businesses
 reported
 an
 “increase
 in
 foot
 traffic”
 in
 the
 area
 1
 month
 after
 Plaza
 installation


!"#$%&'()*&+)),&-("./& ,-(./&"0%( *+(

1%#$%&'%( *+(

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Studies
 
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page
13
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32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 
 Results
for
Businesses
directly
adjacent
to
the
Plaza
(cont’d)
 
 One
Month
After
Plaza
Installation
(cont’d)
 
 ● 50%
of
respondents
anticipate
increasing
their
number
of
employees
during
year
after
the
Plaza
 was
installed
(versus
40%
no
change
and
10%
decreasing
their
number
of
employees)
 ● 80%
 of
 respondents
 anticipate
 an
 increase
 in
 the
 size
 of
 their
 customer
 base
 during
 the
 year
 after
the
Plaza
was
installed
(versus
20%
anticipating
no
change
and
0%
anticipating
a
decrease
 in
customers)
 


!"#$%&'()*+,-'".)+/0)1+2&$34%".+5)'1+ '" %"

&" $"

6,7-,83," (1"498:;,"

#"

<:7-,83,"

!"

()*+,-".*/012,,3"

()*+,-"4)351*,-3"

Parklet
Studies
 
 parklet.studies@gmail.com


page
14
of
32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 


Results
for
Businesses
directly
adjacent
to
the
Plaza
(cont’d)
 
 One
Month
After
Plaza
Installation
(cont’d)
 
 ● 80%
 of
 respondents
 anticipate
 an
 increase
 in
 Revenue
 during
 the
 year
 after
 the
 Plaza
 was
 installed
(versus
20%
anticipating
no
change
and
0%
anticipating
a
decrease
in
Revenue)
 ● 80%
of
respondents
anticipated
either
no
change
or
a
decrease
of
Debt
during
the
year
after
the
 Plaza
was
installed
(versus
just
20%
of
respondents
anticipating
a
increase
of
Debt)
 ● 80%
 of
 respondents
 anticipated
 an
 increase
 in
 Profits
 (versus
 just
 20%
 of
 respondents
 anticipating
no
change
and
0%
anticipating
a
decrease
in
Profits)
 


!"#$%&'()*+,-'".)+/0)1+2&$34%".+5)'1+ #"

#" &"

$"

$" ,(30(45("

%"

!"

61"784*9("

!"

:*30(45("

#" '()(*+("

,(-."

/012."


 
 
 ● ●

Businesses
adjacent
to
the
Plaza
reported
up
to
10%
increase
in
average
gross
weekday
sales
1
 month
after
Plaza
installation
 The
average
gross
weekday
sales
for
businesses
adjacent
to
the
Plaza
is
$960


Parklet
Studies
 
 parklet.studies@gmail.com


page
15
of
32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 
 Results
for
Businesses
directly
adjacent
to
the
Plaza
 
 Six
Months
After
Plaza
Installation
 
 ● 42%
of
businesses
reported
an
“increase
in
sales
volume
for
[my]
business”
6
months
after
Plaza
 installation
 ● 66%
of
businesses
reported
an
“increase
in
sales
volume
for
businesses
in
the
area”
6
months
 after
Plaza
installation
 


!"#$%&'()&*+&,-%./$%%&

!"#$%&'()&*$")+,&-.%/0$%%$%&

3%#$%&'%( 4+(

3%#$%&'%( 4+( !"#$%&'%( )*+(

,-(./&"0%( 12+(

,-(./&"0%( 12+(

!"#$%&'%( )*+(


 
 ●

58%
of
businesses
reported
an
“increase
in
business
from
foot
traffic”
in
the
area
6
months
after
 Plaza
installation


!"#$%&'()*&+)),&-("./& 2%#$%&'%( 3+(

,-(./&"0%( 11+(

!"#$%&'%( )*+(

Parklet
Studies
 
 parklet.studies@gmail.com


page
16
of
32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 


Results
for
Businesses
directly
adjacent
to
the
Plaza
(cont’d)
 
 Six
Months
After
Plaza
Installation
(cont’d)
 
 ● The
average
gross
weekday
sales
for
businesses
adjacent
to
the
Plaza
is
$960
 ● Over
six
months,
gross
weekday
sales
dropped
an
average
of
26%
 ● The
average
gross
weekend
sales
for
businesses
adjacent
to
the
Plaza
is
$1,900
 ● Over
six
months,
gross
weekend
day
sales
increased
an
averaged
of
56%
 


!"#$%&##'(&)*+),-.&'/0&)'123+%45#' "&#$

")#$

'(#$ !"#$

*+,-./01$234,56+$74-.8,.9$

:;-<69-$=-->863$?<@11$ %!!#$

:;-<69-$=-->-.8$863$?<@11$

%')#$ :++$A-<5B6./1$

C+6D6%68E65-./$A-<5B6./1$


 ● ●


 Businesses
adjacent
to
the
Plaza
reported
up
to
20%
increase
in
average
gross
weekday
sales
6
 months
after
Plaza
installation
 Businesses
adjacent
to
the
Plaza
reported
up
to
33%
increase
in
average
gross
weekend
sales
6
 months
after
Plaza
installation


Parklet
Studies
 
 parklet.studies@gmail.com


page
17
of
32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 
 Results
One
Month
after
Plaza
Installation
 
 Businesses
within
the
2‐block
Catchment
Area
 
 ● Over
 80%
 of
 businesses
 would
 recommend
 a
 Street
 Closure
 /
 Plaza
 Conversion
 to
 other
 neighborhoods
or
districts
 



 
 ● ● ● ●

Over
 25%
 of
 businesses
 reported
 an
 “increase
 in
 sales
 volume
 for
 business”
 after
 1
 month
 of
 plaza
installation
 Over
 80%
 of
 businesses
 reported
 “no
 change
 in
 sales
 volume
 for
 business”
 after
 1
 month
 of
 plaza
installation
 Over
70%
(8/11)
of
businesses
after
1
month
reported
a
perceived
“increase
in
sales
volume
for
 businesses
in
the
area”
since
the
Plaza
was
installed
 Over
25%
(3/11)
of
businesses
reported
a
perceived
“no
change
in
sales
volume
for
business
in
 the
area”
after
1
month
of
plaza
installation


!"#$%&'(#)*$&+(,&-.&/)%01$%%&

!"#$%&'(#)*$&+(,&-)%./$%%$%& ./&01$&2,$"&

!"#$%&'%( )*+(

,-(./&"0%( 1)+(

,-(./&"0%( *1+(

!"#$%&'%( )*+(

Parklet
Studies
 
 parklet.studies@gmail.com


page
18
of
32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 
 Results
One
Month
after
Plaza
Installation
(cont’d)
 
 Businesses
within
the
2‐block
Catchment
Area
(cont’d)
 
 ● 55%
(6/11)
of
businesses
reported
an
“increase
in
foot
traffic”
in
the
area
1
month
after
Plaza
 installation
 


!"#$%&'()*&+)),&-("./&

+,(-.&"/%( 0)*(

!"#$%&'%( ))*(


 
 ● ●

45%
of
business
anticipate
increasing
their
number
of
employees
during
year
after
the
Plaza
was
 installed
(versus
36%
no
change
and
9%
decreasing
their
number
of
employees)
 72%
of
businesses
anticipate
an
increase
in
the
size
of
their
customer
base
during
the
year
after
 the
 Plaza
 was
 installed
 (versus
 18%
 anticipating
 no
 change
 and
 0%
 anticipating
 a
 decrease
 in
 customers)


!"#$%&'()*+,-'".)+/0)1+2&$34%".+5)'1+ '" %"

&" $"

6,7-,83," (1"498:;,"

#"

<:7-,83,"

!"

()*+,-".*/012,,3"

Parklet
Studies
 
 parklet.studies@gmail.com


()*+,-"4)351*,-3"

page
19
of
32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 
 Results
One
Month
after
Plaza
Installation
(cont’d)
 
 Businesses
within
the
2‐block
Catchment
Area
(cont’d)
 
 ● 63%
 of
 respondents
 anticipate
 an
 increase
 in
 Revenue
 during
 the
 year
 after
 the
 Plaza
 was
 installed
(versus
18%
anticipating
no
change
and
9%
anticipating
a
decrease
in
Revenue)
 ● 81%
of
respondents
anticipated
either
no
change
or
a
decrease
of
Debt
during
the
year
after
the
 Plaza
was
installed
(versus
just
9%
of
respondents
anticipating
a
increase
of
Debt)
 ● 63%
 of
 respondents
 anticipated
 an
 increase
 in
 Profits
 (versus
 just
 18%
 of
 respondents
 anticipating
no
change
and
9%
anticipating
a
decrease
in
Profits)
 


!"#$%&'()*+,-'".)+/0)1+2&$34%".+5)'1+ #"

#" &"

$"

$" ,(30(45("

%"

!"

61"784*9("

!"

:*30(45("

#" '()(*+("

,(-."

/012."


 


Parklet
Studies
 
 parklet.studies@gmail.com


page
20
of
32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 
 Results
One
Month
after
Plaza
Installation
 
 Businesses
Directly
Adjacent
to
the
Plaza
 
 ● Over
 20%
 of
 businesses
 reported
 an
 “increase
 in
 sales
 volume
 for
 business”
 after
 1
 month
 of
 plaza
installation
 ● Over
 60%
 of
 businesses
 reported
 “no
 change
 in
 sales
 volume
 for
 business”
 after
 1
 month
 of
 plaza
installation
 ● 100%
of
businesses
after
1
month
reported
a
perceived
“increase
in
sales
volume
for
businesses
 in
the
area”
since
the
Plaza
was
installed
 


!"#$%&'(#)*$&+(,&-.&/)%01$%%&

!"#$%&'()&*$")+,&-.%/0$%%$%&

2%#$%&'%( *+(

,-(./&"0%( *+(

1%#$%&'%( *+(

,-(./&"0%( 1*+( !"#$%&'%( )*+( !"#$%&'%( )**+(


 
 ●

100%
 of
 businesses
 reported
 an
 “increase
 in
 foot
 traffic”
 in
 the
 area
 1
 month
 after
 Plaza
 installation


!"#$%&'()*&+)),&-("./& ,-(./&"0%( *+(

1%#$%&'%( *+(

!"#$%&'%( )**+(


 


Parklet
Studies
 
 parklet.studies@gmail.com


page
21
of
32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 
 Results
One
Month
after
Plaza
Installation
(cont’d)
 
 Businesses
Directly
Adjacent
to
the
Plaza
(cont’d)
 
 ● 50%
of
respondents
anticipate
increasing
their
number
of
employees
during
year
after
the
Plaza
 was
installed
(versus
40%
no
change
and
10%
decreasing
their
number
of
employees)
 ● 80%
 of
 respondents
 anticipate
 an
 increase
 in
 the
 size
 of
 their
 customer
 base
 during
 the
 year
 after
the
Plaza
was
installed
(versus
20%
anticipating
no
change
and
0%
anticipating
a
decrease
 in
customers)
 


!"#$%&'()*+,-'".)+/0)1+2&$34%".+5)'1+ &"

&" %"

$" 5+6,+72+" '0"3879:+"

#" !"

;96,+72+"

'()*+,"-)./01++2"

'()*+,"3(240)+,2"

Parklet
Studies
 
 parklet.studies@gmail.com


page
22
of
32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 
 Results
One
Month
after
Plaza
Installation
(cont’d)
 
 Businesses
Directly
Adjacent
to
the
Plaza
(cont’d)
 
 ● 80%
 of
 respondents
 anticipate
 an
 increase
 in
 Revenue
 during
 the
 year
 after
 the
 Plaza
 was
 installed
(versus
20%
anticipating
no
change
and
0%
anticipating
a
decrease
in
Revenue)
 ● 80%
of
respondents
anticipated
either
no
change
or
a
decrease
of
Debt
during
the
year
after
the
 Plaza
was
installed
(versus
just
20%
of
respondents
anticipating
a
increase
of
Debt)
 ● 80%
 of
 respondents
 anticipated
 an
 increase
 in
 Profits
 (versus
 just
 20%
 of
 respondents
 anticipating
no
change
and
0%
anticipating
a
decrease
in
Profits)
 


!"#$%&'()*+,-'".)+/0)1+2&$34%".+5)'1+ %" #"

%" #"

#"

+'2/'34'"

$" !"

50"673)8'"

!"

9)2/'34'" #" &'(')*'"

Parklet
Studies
 
 parklet.studies@gmail.com


+',-"

page
23
of
32


./01-"

October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 
 Results
Six
Months
after
Plaza
Installation
 
 Businesses
within
the
2‐block
catchment
area
 
 ● 35%
 (7/20)
 of
 businesses
 reported
 an
 “increase
 in
 sales
 volume
 for
 business”
 6
 months
 after
 Plaza
installation
 ● 65%
(13/20)
of
businesses
reported
an
“increase
in
sales
volume
for
businesses
in
the
area”
6
 months
after
Plaza
installation
 


!"#$%&'()&*+&,-%./$%%&

!"#$%&'()&*$")+,&-.%/0$%%$%&

3%#$%&'%( *+(

3%#$%&'%( *+( !"#$%&'%( )*+(

,-(./&"0%( 12+( !"#$%&'%( )*+(

,-(./&"0%( 12+(


 
 ●

50%
(10/20)
of
businesses
reported
an
“increase
in
foot
traffic”
in
the
area
6
months
after
Plaza
 installation


!"#$%&'()*&+)),&-("./&

+,(-.&"/%( 0)*(

!"#$%&'%( ))*(

Parklet
Studies
 
 parklet.studies@gmail.com


page
24
of
32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 
 Results
Six
Months
after
Plaza
Installation
(cont’d)
 
 Businesses
within
the
2‐block
catchment
area
(cont’d)
 
 ● The
average
gross
weekday
sales
for
the
businesses
surveyed
in
the
area
is
$1,130
 ● Over
six
months,
gross
weekday
sales
dropped
an
average
of
11%
 ● The
average
gross
weekend
day
sales
for
the
businesses
surveyed
in
the
area
is
$2,300
 ● Over
six
months,
gross
weekend
day
sales
increased
an
averaged
of
57%
 


!"#$%&##'(&)*+),-.&'/0&)'123+%45#' "&#$

")#$

'(#$ !"#$

*+,-./01$234,56+$74-.8,.9$

:;-<69-$=-->863$?<@11$ %!!#$

:;-<69-$=-->-.8$863$?<@11$

%')#$ :++$A-<5B6./1$

C+6D6%68E65-./$A-<5B6./1$

Parklet
Studies
 
 parklet.studies@gmail.com


page
25
of
32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 


Results
Six
Months
after
Plaza
Installation
 
 Businesses
Directly
Adjacent
to
the
Plaza
 
 ● 42%
of
businesses
reported
an
“increase
in
sales
volume
for
[my]
business”
6
months
after
Plaza
 installation
 ● 66%
of
businesses
reported
an
“increase
in
sales
volume
for
businesses
in
the
area”
6
months
 after
Plaza
installation
 


!"#$%&'()&*+&,-%./$%%&

!"#$%&'()&*$")+,&-.%/0$%%$%&

3%#$%&'%( 4+(

3%#$%&'%( 4+( !"#$%&'%( )*+(

,-(./&"0%( 12+(

,-(./&"0%( 12+(

!"#$%&'%( )*+(


 ●

58%
 of
 businesses
 reported
 an
 “increase
 in
 foot
 traffic”
 in
 the
 area
 6
 months
 after
 Plaza
 installation


!"#$%&'()*&+)),&-("./& 2%#$%&'%( 3+(

,-(./&"0%( 11+(

!"#$%&'%( )*+(

Parklet
Studies
 
 parklet.studies@gmail.com


page
26
of
32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 
 Results
Six
Months
after
Plaza
Installation
(cont’d)
 
 Businesses
Directly
Adjacent
to
the
Plaza
(cont’d)
 
 ● The
average
gross
weekday
sales
for
businesses
adjacent
to
the
Plaza
is
$960
 ● Over
six
months,
gross
weekday
sales
dropped
an
average
of
26%
 ● The
average
gross
weekend
sales
for
businesses
adjacent
to
the
Plaza
is
$1,900
 ● Over
six
months,
gross
weekend
day
sales
increased
an
averaged
of
56%
 


!"#$%&##'(&)*+),-.&'/0&)'123+%45#' "&#$

")#$

'(#$ !"#$

*+,-./01$234,56+$74-.8,.9$

:;-<69-$=-->863$?<@11$ %!!#$

:;-<69-$=-->-.8$863$?<@11$

%')#$ :++$A-<5B6./1$

C+6D6%68E65-./$A-<5B6./1$


 ● ●


 Businesses
adjacent
to
the
Plaza
reported
up
to
20%
increase
in
average
gross
weekday
sales
6
 months
after
Plaza
installation
 Businesses
adjacent
to
the
Plaza
reported
up
to
33%
increase
in
average
gross
weekend
sales
6
 months
after
Plaza
installation


Parklet
Studies
 
 parklet.studies@gmail.com


page
27
of
32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 
 INITIAL
RECOMMENDATIONS
 
 
 These
 preliminary
 findings
 are
 being
 delivered
 approximately
 halfway
 through
 the
 yearlong
 study.
 
 At
 this
time,
the
researchers
are
able
to
comment
on
lessons
learned
and
make
several
recommendations
 regarding
 future
 studies.
 
 Additionally,
 the
 researchers
 are
 able
 to
 present
 recommendations
 for
 the
 Streets
for
People
Program.
 
 
 Business
Closures
and
Openings
 
 One
business
directly
adjacent
to
the
Plaza
(CRU
Cafe)
closed
in
September
2012.

At
the
present,
the
 researchers
 have
 no
 information
 from
 that
 business
 operator
 on
 the
 circumstances
 involving
 their
 closure,
and
therefore
cannot
correlate
the
closure
with
the
installation
of
the
Plaza.

Moving
forward,
 the
study
will
attempt
to
follow‐up
with
businesses
in
the
original
target
group
that
have
closed
since
 the
 installation
 of
 the
 Plaza.
 
 Furthermore,
 the
 study
 shall
 incorporate
 new
 businesses
 which
 open
 during
 the
 duration
 of
 the
 study.
 
 For
 example,
 a
 Yummy
 market
 is
 slated
 to
 open
 at
 the
 corner
 of
 Griffith
 Park
 Boulevard
 and
 Maltman
 Avenue
 sometime
 within
 the
 next
 quarter.
 
 As
 this
 business
 will
 occupy
a
building
directly
fronting
the
Plaza,
it
should
become
part
of
the
study’s
dataset.
 
 
 Approaches
and
Analysis
 
 This
study
recommends
exploring
alternate
methods
of
data
gathering
and
analysis,
not
only
for
Sunset
 Triangle
Plaza,
but
also
for
future
Streets
for
People
projects.

For
example,
similar
studies
on
road
diets
 in
 San
 Francisco
 and
 Los
 Angeles
 utilize
 sales
 taxes
 as
 a
 metric.
 
 This
 approach
 can
 be
 adapted
 to
 measure
economic
impacts
of
Plazas
and
other
experimental
street
interventions.
 
 
 Ensuring
Participation
 
 While
 all
 eleven
 businesses
 enthusiastically
 participated
 in
 the
 surveys
 during
 Round
 1,
 consistent
 participation
 in
 quarterly
 surveys
 became
 more
 and
 more
 difficult.
 
 Therefore
 Parklet
 Studies
 recommends
 that
 in
 future,
 Streets
 for
 People
 should
 incorporate
 mechanisms
 for
 ensuring
 the
 participation
 of
 local
 business
 stakeholders
 in
 data
 gathering.
 
 For
 example,
 the
 Streets
 for
 People
 program
 could
 ‐
 as
 part
 of
 the
 project
 application
 process
 ‐
 require
 “Community
 Partners”
 or
 project
 applicants
 to
 ensure
 participation
 in
 routine
 surveys.
 
 Streets
 for
 People
 should
 leverage
 the
 organizational
capacity
of
a
project’s
“Community
Partner”
(Business
Improvement
District,
Community
 Benefit
 District,
 Neighborhood
 Association,
 etc)
 to
 maintain
 communications
 with
 local
 merchants
 for
 ongoing
monitoring
and
data
collection.


Parklet
Studies
 
 parklet.studies@gmail.com


page
28
of
32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 


APPENDIX
A:
GROGRAPHIC
SCOPE



 The
dotted
line
defines
the
catchment
area
examined
by
this
Economic
Impact
Analysis.
 
 


Parklet
Studies
 
 parklet.studies@gmail.com


page
29
of
32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 APPENDIX
B:
BUSINESS
INVENTORY



 
 The
 following
 businesses
 are
 located
 within
 the
 catchment
 area.
 
 Site‐adjacent
 businesses
 are
 specifically
 targeted
 for
 the
 survey
 and
 marked
 by
 an
 *asterisk.
 
 Businesses
 which
 are
 not
 directly
 adjacent
 to
 the
 Plaza
 but
 still
 target
 for
 the
 survey
 are
 marked
 by
 a
 **double
asterisk.
 
 
 Business
Name
 
 
 
 Address
 001
Smokeshop
 
 
 
 3515
 W.
Sunset
Blvd
 99
Cent
Only
Store
 
 
 
 3612
 W.
Sunset
Blvd
 AC
Professional
Services
 
 
 3732
 W.
Sunset
Blvd
 Alegria
on
Sunset
 
 
 
 3510
 W.
Sunset
Blvd
 American
Electric
Tattoo
 
 
 3532
 W.
Sunset
Blvd
 AVS
Computech
 
 
 
 3513
 W.
Sunset
Blvd
 Baskin
Robbins
 
 
 
 3516
 W.
Sunset
Blvd
 Berda
Paradise
Thrift
Store
 
 
 3506
 W.
Sunset
Blvd
 Beyond
the
Pharmacy

 
 
 3730
 W.
Sunset
Blvd
 Big
Mac's
Liquor
 
 
 
 3735
 W.
Sunset
Blvd
 Botanica
Don
Bosco
 
 
 
 3534
 W.
Sunset
Blvd
 Chulerias
Unique
Gifts
Store
 
 
 3743
 W.
Sunset
Blvd
 Cliff's
Edge
 
 
 
 
 3626
 W
Sunset
Blvd
 *CRU
 
 
 
 
 
 1521
 Griffith
Park
Blvd
 Dental
Clinic
 
 
 
 
 3508
 W.
Sunset
Blvd
 Dentist
Suren
Chtchyan
 
 
 3727
 W.
Sunset
Blvd
 Dominos
 
 
 
 
 3502
 W.
Sunset
Blvd
 Dust
Muffin
 
 
 
 
 3517
 W.
Sunset
Blvd
 Eileen
 
 
 
 
 
 3530
 W.
Sunset
Blvd
 **El
Cochinito

 
 
 
 3508
 W.
Sunset
Blvd
 *El
Conquistador
 
 
 
 3701
 W.
Sunset
Blvd
 *Enrique
Auto
Parts
 
 
 
 1529
 Griffith
Park
Blvd
 *Fandango
Salon
 
 
 
 1601
 Griffith
Park
Blvd
 *Farmer's
Market
Owner
 
 
 Four
Paws
&
A
Tail
 
 
 
 3726
 W.
Sunset
Blvd
 **Golden
Saddle
Cylcery
 
 
 1618
 Lucille
 **Good
Microbrew
and
Grill
 
 
 3725
 W.
Sunset
Blvd
 Grey
 
 
 
 
 
 3511.5
W.
Sunset
Blvd
 *Hair
 
 
 
 
 
 3607
 W.
Sunset
Blvd
 Jasmine
Cleaners
 
 
 
 3514
 W.
Sunset
Blvd
 K
&
C
Donut
 
 
 
 
 3501
 W.
Sunset
Blvd
 **Koda
Sushi
and
Sake
 
 
 3719
 W.
Sunset
Blvd
 L.A.
Cleaners
 
 
 
 
 3729
 W.
Sunset
Blvd
 **Living
Room

 
 
 
 3531
 W.
Sunset
Blvd


Parklet
Studies
 
 parklet.studies@gmail.com


page
30
of
32


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings

Luis
Noel
Salon
 
 
 
 **Madame
Matisse
 
 
 
 **Millie’s
Coffee
Shop
 
 
 *Morning
Nights
 
 
 
 Mr.
Greens
 
 
 
 
 Naya
 
 
 
 
 
 *Paulina
Quitana
 
 
 
 Radioshack
 
 
 
 
 Subway
 
 
 
 
 Subway
 
 
 
 
 Sunset
Family
Medical
Dentistry
Clinic
 Twin
Nails
 
 
 
 
 *United
Bread
&
Pastry
 
 
 Wine
Warehouse
 
 
 
 Wine
Warehouse
 
 
 
 Yummy.com
 
 
 
 
 
 


3728
 3536
 3528
 1523
 3740
 3705
 1519
 3731
 3504
 3732
 3706
 3512
 1515
 3735
 3748
 3737


Parklet
Studies
 
 parklet.studies@gmail.com


page
31
of
32


W.
Sunset
Blvd
 W.
Sunset
Blvd
 W.
Sunset
Blvd
 Griffith
Park
Blvd
 W.
Sunset
Blvd
 W.
Sunset
Blvd
 Griffith
Park
Blvd
 W.
Sunset
Blvd
 W.
Sunset
Blvd
 W.
Sunset
Blvd
 W.
Sunset
Blvd
 W.
Sunset
Blvd
 Griffith
Park
Blvd
 W.
Sunset
Blvd
 W.
Sunset
Blvd
 W.
Sunset
Blvd


October
2012



Sunset Triangle Plaza Demonstration Economic Impact Study Preliminary Findings


 APPENDIX
C:
BUSINESS
QUESTIONNAIRE



 
 Part
A
is
only
administered
in
the
first
Cycle
and
the
concluding
Cycle.
 
 Part
B
is
administered
routinely
during
every
Cycle.
 
 Parts
A
and
B
are
administered
together
in
the
first
Cycle
and
in
the
concluding
Cycle.



Parklet
Studies
 
 parklet.studies@gmail.com


page
32
of
32


October
2012


Sunset Triangle Plaza: Economic Impact Analysis Preliminary Findings  

The Sunset Triangle Plaza Demonstration Impact Study is a longitudinal investigation of the first-ever street closure Plaza in Los Angeles....

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