"Traveling street lounge" Pilot and Research Report

Traveling Street Lounge

Pilot Design and Research Project

Third Avenue Seattle, WA

designed by Framework Cultural Placemaking, CMG Landscape Architecture and KPG sponsored by the Downtown Seattle Association and Metropolitan Improvement District supported by the City of Seattle Department of Transportation in partnership with King County Metro

fall 2013

T

he “Traveling Street Lounge� was part of a pilot test conducted along Third Avenue in Downtown Seattle for five weeks in the fall of 2013.

“Traveling Street Lounge”pilot study 2013 The “Traveling Street Lounge” was part of a larger Third Avenue 10% University to Stewart Project, which focused on conceptual development of the streetscape.

As part of that study, the idea of creating street lounges for pedestrian use was presented as one of the “kit of parts” items helping activate and organize the street.

The idea of amenities and seating areas for this segment of Third Avenue caused some concern from stakeholders. The design team proposed conducting a pilot project to test and evaluate street furnishings in different locations within the project site. The pilot project was intended to gauge use of the furnishings and interest from adjacent property owners. With insights into the use of the street furnishings, adjustments could be made to design, locations and programming. Further studies are recommended, with an advanced prototype of the street lounge to ensure success for the final design and location for street lounges.

The “traveling Street Lounge” was conducted by Framework, CMG, and KPG with research data collection support from University of Washington sociology students and Downtown Seattle Association MID ambassadors.

TABLE OF CONTENTS Street Lounge / why.... what....where....when....

Data Collection and Methods Key Findings, Excitement and Engagement Credit and thanks

“Traveling Street Lounge” pilot study

3

Why pilot a “traveling street lounge”?

The idea of the “traveling street lounge” project was proposed to test the use, programming ideas and success of proposed locations before making permanent long-term decisions. This temporary pilot study was an inexpensive way to collect data, both qualitative and quantitative, on people’s behaviors and reactions on incorporating a street lounge element on Third Avenue.

The goal of the pilot project was to understand how street furnishings might be used on Third Avenue. The need for this understanding came from concerns about whether furnishing would be used along an intense transit corridor, or used for inappropriate behaviors.

All agreed that the location and design of the furnishings would be critical for

success. The pilot project would offer real-world reactions, including the level of engagement of property owners and street users, and whether the street lounge would be vandalized or become a place for criminal activity.

An additional goal of the intervention was to engage people in the ideas for a redesigned Third Avenue, and to believe that an improved environment was possible. We hoped that the traveling street lounge would make people take notice of Third Avenue in new ways.

This was indeed the case, and their interest provided opportunities to begin conversations with the many kinds of people that are spending time on Third Avenue.

What was in the “traveling street lounge”?

D

A

F B

C

E

BASE ELEMENTS IN “TRAVELING STREET LOUNGE” The “traveling street lounge” consisted of a number of elements that cost under $2500 total. The lounge included the following: A

Plants & Flowers changed based on location and storage space

B

Tables and Chairs movable, lightweight chairs and table. Table painted to make more noticeable

C

Signage to promote and explain the pilot project

D

Umbrella to shelter from rain and provide visibility

E

Rug to mark spatial boundaries, including 2’ from the curb and to provide visibility

F

Third Avenue Vase to promote the project, add a human touch and provide visibility

G

Wheeled cart which carried all of the items to and from the storage space every day

G

“Traveling Street Lounge” pilot study

5

What was in the “traveling street lounge”?

H

PASSIVE PROGRAMMING ELEMENTS An important component of the street lounge was the addition of programming. In this pilot test, we placed in the lounge different actives that people could do, such as games and a book exchange. This was categorized as passive programming elements In addition to the passive programming incorporated by the team, Harried and Hungry gave samples on two of the days the lounge was in front of the business.

I

“TRAVELING STREET LOUNGE” SIGNAGE To inform pedestrians about this project we provided two signs in the lounge that read: Third Avenue traveling street lounge: A pilot project supported by SDOT, Metro, DSA and MID.

Additionally, we placed small signs on the table that asked for thoughts and comments. A phone number was provided. When a person called this number, they were sent directly to a voicemail where they could leave comments and feedback.

Where where was the lounge located?

The “traveling street lounge” traveled to five different locations over five weeks. These locations matched the sites proposed in the Third Avenue 10% document. The lounge location schedule was coordinated with the Metro Kiosk construction on Third Avenue during the last two weeks of the pilot project.

The block between Pike and Pine, the most congested segment of the site, was not used as a test location because of insufficient space for the street lounge.

A. East side of Pine and Stewart (Macy’s block) B. West side of University and Union (Benaroya block) C. West side of Pine and Stewart (Columbia block) D. West side of Union and Pike (Harried & Hungry) E. East side of Union and Pike (Pretzel Stand block) * location lettering correspond with the sequence of when the lounge was located at the block

A

C

E

D

B

“Traveling Street Lounge” pilot study

7

When was the lounge on Third Avenue?

The “traveling street lounge” was out on Third Avenue for five weeks starting October 14th through November 14th. Each location was visited three times in the same week on Monday, Wednesday and Thursdays. The “traveling street lounge” was out on the street between the hours of 8:30am till 6pm.

Monday and Wednesday, while MID ambassadors monitored the lounge on Thursday. Both groups split their time between a morning shift and afternoon shift. Monday, the lounge just included “base” elements, which Wednesday and Thursday the lounge incorporated a programming element.

This schedule also accommodated the sociology students and MID ambassador research agendas.

Sociology researchers were out on Third Avenue

OCTOBER 2013 sunday

monday

tuesday

wednesday

thursday

friday

saturday

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

NOVEMBER 2013 sunday

monday

tuesday

wednesday

thursday

friday

saturday

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

Schedule Key

A. East side of Pine and Stewart (Macy’s block) B. West side of University and Union (Benaroya block) C. West side of Pine and Stewart (Columbia block)

D. West side of Union and Pike (Harried & Hungry) E. East side of Union and Pike (Pretzel Stand block) Sociologist shift

MID Ambassador shift

“ I think its a great idea! I needed a place to sit and it was there.

It’s wonderful!”

Observed by the UW sociology researchers - a woman sat down at the table and chairs.

She smiled widely as she noticed us and took the effort to come inside of the Macy’s lobby to give a compliment.

“Traveling Street Lounge” pilot study

9

Data Collection and Methods A key component of the “traveling street lounge” project was collecting data throughout the five weeks of testing. This task was accomplished by a team of people, including the DSA’s Metropolitan Improvement District staff and a class of University of Washington Sociology class of students. In this class, the students developed a set of research questions to address, created a consistent methodology so that MID ambassadors could assist field data collection, and produced a final write-up with analysis and recommendations. The students surveyed the lounge 2 days a week for 4 hours a day in two different shifts; a morning shift from around 10:30am-12:30pm and an afternoon shift from around 4-6pm.

The final write-up from the Sociology Team titled Third Avenue Mobile Street Lounge Evaluation, is inserted throughout this final report.

RESEARCH QUESTIONS

The team focused on three research questions for evaluating the use and effectiveness of the “traveling street lounge” on Third Avenue. They were: 1) Who would be using the “traveling street lounges”?

2) For what purposes would they be using them?

3) How would this use affect the general atmosphere of Third Avenue?

Sociology Students conducing observations

RESEARCH METHODOLOGY A. Overall Evaluation Design As mentioned, the “traveling street lounge” pilot project was implemented between October 14, 2013 and November 14, 2013. It was placed in five different locations along Third Avenue from Stewart to University. The team chose direct observations accompanied with an observation checklist to be the primary method, followed by brief interview.

These methods allowed the research team to best measure the people’s use and opinion of the “traveling street lounge” as well as examine the overall perception of Third Avenue. In addition to observation notes and descriptive narratives, the team’s observation method included a checklist of types of interactions and population demographics.

Short interviews were conducted at each lounge location, focusing on daily activities on Third Avenue and people’s opinion of the “traveling street lounge.”

B. Data Collection Instruments All of the observations and interviews conducted were done on Third Avenue in the various locations the lounge was set-up. To conduct observations on the general population of people who use Third Avenue on a daily basis, an observation checklist was created.

The checklist categories comprised of: age group (under 20, 21-40, and 41+), female or male, and list of facial expressions and actions done by the pedestrian (long look, double take, smiles, etc.).

Along with the observation checklist, we used a structured interview to gain secondary measurable perspectives on the lounge. The guideline for the interviews conducted with people sitting at the lounge contained the questions: 1) “Where are you coming from and where are you going?”, “What made you decide to sit down at the Third Ave Lounge?”

2)“On a scale of 1-10 (1 being not at all improved and 10 being very improved), how much does this lounge improve your views of Third Ave?” 3) “What do you like about the”traveling street lounge?”, “Are there any improvements that can be made to improve your experience at the lounge on Third Ave?” 4) “Would you use the lounge again in the future?”

We used a separate guideline for the interviews with people not using a lounge. This guideline included the questions: 1)“Where are you coming from and where are you going?”

2)“What are your general views on Third Ave?”, “Do you think having a “traveling street lounge” on Third Ave would improve your outlook on Third Avenue as a whole?”

3) “On a scale of 1-10 (1 being not at all improved and 10 being very improved) 4) How much do you think this lounge would improve your view on Third Ave?”, and “Would you consider using the lounge if it were present?”

“Traveling Street Lounge” pilot study

11

Selection of Subjects and Measures

Every person who walked by the lounge and interacted with it, either with their facial expressions or a physical interaction, was counted and categorized as an observation. This strategy gave us the ability to measure the spectrum of ways pedestrians interacted in with the lounge.

A random sampling of the population that physically used the lounge, and those that were using Third Avenue near a lounge location were included in interview selection. To minimize sampling bias and to help interviewers feel better about talking to people, we approached every fifth person that walked by the lounge to take part in a survey. For the people that sat down at the lounge, each person was asked to participate in a short survey.

The integrity of the data collection was maintained throughout the weeks of observation by posing the same questions to individuals. All researchers also used the same observation checklist.

In addition to the data collected by students, MID Ambassadors assisted this effort. They used the developed observation checklist to collect data on Thursdays, for a period in the morning and one in the afternoon.

image of data collction sheet filled out by the MID

As part of the data collection strategy, the MID ambassadors collected data throughout the day using the provided checklist developed by the sociology class

Additional Data Collection

In addition to field observations and interviews, a number of other data points were collected during this pilot project. Gathering addition data provided more in-depth qualitative feedback. Information about the lounge was collected through voicemails left by pedestrians and comments/reactions to the lounge through social media.

Traveling Street Lounge Voicemails As part of our data collection strategy, the team decided to create a voicemail number for people to call in and give feedback. Seven people called and left messages with comments about the lounge.

The voicemail was set up through a google voicemail account. When anyone called, an email was sent directly to the team administrator with the voicemail translated.

Social Media Outreach

In additional, the team collected any comments related to the Third Avenue “traveling street lounge” that occurred on social media. This included comments from blogs, such as the Downtown Seattle Association, facebook posts, likes and shares and twitter mentions.

The “traveling street lounge” pilot project did not emphasize social media coverage due to the scope of the project. However, it became an important component of gathering peoples reactions.

“Traveling Street Lounge” pilot study

13

Key Findings, Excitement and Engagement Analysis Plan

Teams of two to three sociology students conducted the field research. The teams began their analysis with an observation and interview sessions, each followed by discussion among the team members. The teams then wrote descriptive narratives about their observations and interpretations. Results of their findings have been color coded to illustrate patterns and themes.

Street Lounge Stats

The following pages relays statistical data resulting from the observations and interviews.

During the five weeks of the pilot test, 362 people were observed and recorded by the sociology and MID ambassadors. The students, MID Ambassadors and design team also interviewed around 40 people during the five week period. The total number of people that the team talked to, however, was much higher as many people asked about the lounge during setup and takedown each day.

GENDER

0-20

45% Female

55% Female

AGE 46% (41+)

51% (21-40)

ALONE OR WITH SOMEONE w/someone

25%

75% alone

362

people interacted with the lounge

Observational Behaviors

While conducting field observations, researchers noted a number of different uses and behaviors, such as people sitting in the lounge, taking long looks or double takes, and if people gave a smile or not.

Double takes were defined as people walking by and slowing down to take multiple looks (but not fully stopping).

Long looks were defined as people slowing down to look, or even stopping to look at signage, take a book etc. (but not sitting)

Long looks or double 30% takes double

:(

Smiles or frowns

takes

7%

smiling vs non smiling

70%

long looks

:)

93%

20%

15

of people interacting with the lounge were sitting “Traveling Street Lounge� pilot study

“Traveling Street Lounge” pilot study

17

Block Location Analysis

To understand how successful one block was compared to another, we analyzed the observation data against pedestrian counts taken over an hour per lounge location. The observation data contained all of the noted uses, including sitting, double takes, long looks and short notices. This total number recorded for each block was divided by the total number of hours observed.

The pedestrian counts were taken during peak transit times, therefore most likely indicating a higher than average number for people on the block. Note that due to weather and scheduling issues, location E - East side of Union and Pike, had insufficient data to analyze this location. The findings indicated the following results:

A. East side of Pine + Stewart (Macy’s block) - an average of 8 people/hr were recorded for the street lounge - total pedestrian count for this area was 79 people 10% orf people were found interacting with the lounge

B. West side of University + Union (Benaroya block) - an average of 20 people/hr were recorded for the street lounge - total pedestrian count for this area was 76 people 26% of people were found interacting with the lounge

C. West side of Pine and Stewart (Columbia block) -an average of 12 people/hr were recorded for the street lounge - total pedestrian count for this area was 65 people 18% of people were found interacting with the lounge

D. West side of Union and Pike (Harried & Hungry) -an average of 16 people/hr were recorded for the street lounge - total pedestrian count for this area was 65 people 24% of people were found interacting with the lounge

Selected Observation Notes

The research team noted as many interactions people had with the street lounge as they could during the field study period.

Below are a few selected observation notes:

At 5:15pm a man sat down and began reading his newspaper at the table. A second man came up a few minutes later and sat at the other table reading his paper. Two minutes later, both of them stood up and got on the approaching bus, which stopped just past the lounge.

A third person that we interviewed said that he thought the lounge would be a good idea, and said it would probably be used very often. He believed that the lounge would help the atmosphere of Third Avenue alot.

One woman walked by the lounge, did a double take and came back to check out the books, then took one.

We also spoke to a man from MID, who said that the lounge is a great idea and that the seating is provided would be very beneficial to the Third Avenue environment.

There were two individuals that sat down on the lounge, one was an individual that had just gotten off the bus. He read the signs for the lounge, sat down and proceeded to take self portraits on his phone, then got up and left.

A second individual to sit was a little boy about 7 years old with his mom. He was playing with his hot wheels and his mother began taking pictures of him.

After a couple of minutes their bus (the number 7) came and they left to get on.

A woman, who appeared very eager about the Street Lounge approached and began taking pictures with her phone. She admired it for a good 4-5 minutes and in that time, attracted other pedestrians to take notice with her.

I saw around a dozen people purposely change their course, moving from the inside lane of the sidewalk to the outside lane, so they could read the lounge sign.

Three people sat down at the lounge, two sat down and ate together for around 10 minutes, and one sat down for around 4 minutes to wait for a bus.

An woman came by with her husband and said she thought the idea behind the lounge was great and it definitely improves the look of the avenue. She also stated that is she had more time she would probably sit down to hang out with her husband.

“Traveling Street Lounge� pilot study

19

Selected Interview Quotes

These quotes were collected by the research team during the “traveling street lounge” pilot project.

At 5:15 a man stops to read all of the signs and labels.

He is very curious and said outloud....

“good idea”

76%

of people interviewed said they think the lounge would improve their perception of Third Avenue One woman stopped to comment that she loved art and that the

There was a lot of talk and curiousness about it. Many people asked each other...

“what is this? Its so cool”

Employee from adjacent business... “It

is a great improvement, love the Idea.

I decided to bring out samples to generate people to come and take samples to eat at the lounge.”

At 4:14pm, a man sat down at the lounge and begins changing his shoes after locking his bike up at the nearby bike rack. When I approached, he stated.... .“I’m

using it to change my shoes, and I’d have to say I think it’s excellent.”

80%

of people interviewed said they would sit in the lounge

lounge... “feels

artsy and I love anything to do with making better spaces with art.”

A woman heading towards Union street stated....

“ The lounge made the avenue seem more cozy and comfortable for people.”

A woman and her husband looked intrigued by the lounge and looked around a bit, as the husband walked off, the wife grabbed a book and asked her husband.... “why

didn’t you take one? It’s a traveling street lounge.”

“Traveling Street Lounge” pilot study

21

Findings + Recommendations for future development The research suggested a number of recommendations for design and programming the street lounges. These recommendations would help to improve the use and comfort of the lounge.

They include:

Add more comfortable elements to the lounge

Suggestions for these elements include more plants and landscape; larger, more comfortable seating; and more substantial rain cover.

Add garbage cans and better signage

Garbage cans and clear, welcoming signage at the lounge would help clarify that the lounge is a public space.

Include passive or active programming elements at all times

The study found that the pilot “temporary street lounge” had a significant growth in use on the days when a special programming element, such as when the book exchange or movember mustaches were incorporated. A suggestion for adding more programming elements was also expressed by one interviewee: he stated, “ there needs to be a reason to go to it, such as incorporating a snack stand into it. I would also consider bringing a friend to hang out for awhile.”

Prioritize West side locations in phased lounge development

The data collected suggests that the westside pilot locations were used more often than the east side locations. Although contradictory to our original idea of sun being the primary factor for successful location, the westside of the street has more small shops that people go in and out of and had business owners actively participate in the lounge. Pilot locations, B, C, D should be prioritized.

Create a campaign to introduce and promote street lounges

Develop a social media plan for using resources, such as facebook and twitter, to gather feedback and promote the future lounge iterations. The responses received in this study were helpful in gaging excitement around this project. It is suggested that a social media plan be incorporated into the process to reach a broad audience and develop support.

Sociology Students conducing interviews on Third Ave “Traveling Street Lounge” pilot study

21

“Traveling Street Lounge” Voicemail Feedback The team set up a voicemail for the “traveling street lounge” to gather direct feedback from people who made the effort to contact the team. We had seven people call to give feedback and comments about the project. Below are a few selected transcribed voicemails: “Yeah, I just want to make a comment on the traveling street lounge. I dont have al ot of information on it, but I think its really cool. I just live up the street and I think this is a fun little venue to sit and wait for your bus. It’s really cool, I like it. Thanks Bye.” Recorded on 10/30/2013 at 2:36 pm

“Hi there, I saw your traveling street lounge during lunch. I think it's a fantastic thing and I took a book.

Thank you so much for doing this and the making the community a better place, goodbye.”

“Hi, I’m calling from the traveling street lounge and want to thank you for your beautiful work. This is so awesome. What a gift to offer the community.

Thank you for what you are doing and the efforts youre investing in making this happen. I wish you all well as you continue to create spaces for people to see. Okay bye. “ Recorded 10/31/13 at 11:32 AM

recorded 10/16/2013 at 10:05am

“Hello, Im sitting down in the chair right now at Third and Stewart, You gave me the number for thoughts and comments. Honestly, its pretty cool - yeah I think its going to work . I think it will make people feel like that have to act with a little more better conduct. I have to say, I think you guys are doing good cause Im sitting down and enjoying it right now. It makes me think, I could just take an of this stuff, but Im not going to. It makes me think that we could treat the rest of the environment with that sort of respect too. Keep up the good work.”

Recorded on 10/28/13 at 3:52PM

“Hey what's up. I just saw you guys is project that you're doing. here on Third Avenue and you left a phone number to call. I like the idea that you are doing and think you could also do it at different locations in the city. I think you should do it at a location around the Central District too. Hey, thank you for what you are doing.”

Recorded on 10/30/13 at 1:41PM

Social Media Feedback

The “traveling street lounge” was promoted on a number of different social media outlets. Below is a small selection representing the range of on-line presence and activity.

A

A

DSA posted a blog post about the Third Avenue Street Lounge on October 15, 2013

C

B

The “Third Avenue Street Lounge” was also posted on facebook, where people gave reactions

D

People posted photos to twitter throughout the pilot study Facebook feeds where shared amongst a number of different groups which gathered more comments

C

D

B

THANK YOU!

Many people participated in the efforts needed to make the Third Avenue “traveling street lounge� pilot project successful. We appreciate their time, energy and enthusiasm. thanks to: Downtown Seattle Association MID Ambassadors City of Seattle Department of Transportation King County Metro Business owners along Third Avenue University of Washington Sociology Department

ManChui R. Leung, class Professor

Kaitlyn Anderson Tina Dau

Daniel Guo Cindy Gudino

Candance Jeffords Jean-Michel Harakandi

Nikki Ngo Brigit Rossbach

Jordan Plummer NaTasha Sabin-Lee

Shama Serratt Debbora Sary

Serena Subitch James Wildt

FRAMEWORK Address | 1433 12th Ave Seattle, WA 98122 Phone | (206) 347-8533 www.weareframework.com