2013 Downtown West Palm Beach Market Survey

DOWNTOWN WEST PALM BEACH MARKET SURVEY Prepared for: West Palm Beach DDA

Prepared by: Profile Marketing Research 4020 South 57th Avenue Lake Worth, Florida 33463 561- 965- 8300 www.profile-mktg-res.com January 2014

Table of Contents Page Number

Background & Purpose …………………………………………………………………………

3

Methodology.…………..…………………………………………………………………………

4

How to Read This Report………………………………………………………………………

5

Summary of Findings……………………………………………………………………………

6

Visitation……………………………………………………………………………………….…

17

Image….…..………………………………………………………………………………………

23

Ratings of Downtown West Palm Beach………………………………………………………

30

Parking ….…..…………………………………………………………………………………….

33

Safety ….…..………………………………………………………………………………………

36

Future Visitation………………….……………………………………………………………….

38

Additional Offerings……………………………………………………………………………….

43

The Waterfront…….………………………………………………………………………………. 45 Lifestyle…………………………………………………………………………………………….

49

Residency…………………………………………………………………………………………

53

Demographics ……………………………………………………………………………………

56

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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 two-part research study has been undertaken.

This report presents findings from the second part of the research - a survey of Palm Beach County residents. The first part of the research, reported separately, is an on-site survey of downtown West Palm Beach visitors.

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Methodology  Telephone interview  West Palm Beach DDA named as survey sponsor  Interview length was 14 minutes on average  Samples were drawn on the basis of residential household location in terms of distance from Downtown West Palm Beach as follows: • Sector (A) = under 1 mile • Sector (B) = 1 to under 5 miles • Sector (C) = 3 to under 5 miles • Sector (D) = 5 to under 10 miles These sectors are referred to as the target market area  Total 2013 sample size is 400 (101 in Sector A, 102 in Sector B, 101 in Sector C, and 101 in Sector D)  Sampling error: Total is +/- 4.9% at the 95% level of confidence, per Sector is +/9.8% at the 95% level of confidence  Interviews took place between November 26 and December 28, 2013 Sample records were selected by geography (latitude/longitude coordinates) by radii around the West Palm Beach DDA address. For radii of less than 10 miles, a random selection of records from a listed telephone sample at the census tract level was drawn. For radii of 10 miles or more, a selection of random-digit dial records by telephone exchange was drawn. The sample included cell-phone only households for the county as a whole; the survey was utilized for geographic sector identification (under 1 mile, etc.).

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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.

Data presented in total and by demographics are weighted into market proportions by Sector population and Age (per U.S. Census Bureau). Data presented by Sector are weighted into market proportions by Age (per U.S. Census Bureau) In addition to Total, several subgroups are presented in this report:  Sector: • • • •

under 1 mile from Downtown WPB area (Sector 1) 1 to under 5 miles from Downtown WPB area (Sector 2) 5 to under 10 miles from Downtown WPB area (Sector 3) 10 to 20 miles from Downtown WPB area (Sector 4)

The following subgroups were reviewed (data available in the cross-tabulation reports) and, depending on relevance, may or may not be presented herein:  Demographics January 2014

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Summary of Findings

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Overview • With CityPlace, the Kravis Center, Muvico Theaters, and the many special events held there, downtown West Palm Beach continues to be considered a destination for dining, entertainment, and shopping.

• The top competing locations include area malls (Gardens and Wellington), however, frequent visitation to such appears to be waning.

• The downtown area is viewed positively (atmosphere, fun, beautiful, pleasant, dining).

Negative imagery is minimal.

• Positive ratings of the downtown area have increased from 2012 – parking and safety continue to be the primary concerns.

• More than two-thirds of the target market area residents plan to visit the downtown area in the next year. Free parking and more events are suggested to boost visitation.

• The area is particularly popular with the younger crowd; they are more likely to visit and visit often. Barriers to visitation among those over the age of 65 include concerns about safety and parking but also personal health issues, and the variety and quality of shopping and dining.

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Summary of Findings DOWNTOWN VISITATION Most target market area residents have visited downtown West Palm Beach (97% ‘ever visited’). More than one-half of visitors report having visiting in the past month.

•

• •

•

As compared to 2011 and 2012, a much larger contingent of residents living and/or working in downtown West Palm Beach were included in 2013 (7%, 8%, and 18% respectively). This difference is evident among Sector 2 and 3 residents.

For the market area in total, visitation to the downtown West Palm Beach area averaged 16.5 times in the past year, which is slightly higher than in 2012 (10.7 times) and almost to the level seen in 2011 (17.2 times).

Frequency of visitation is highest among those living in/close to the downtown area (40.9 times among Sector 1 residents). Surveyed respondents from Sector 4 are reporting slightly more visits in 2013 than those reporting in 2012 and 2011 (18 vs. 8 and 12 respectively).

Frequency of visitation differs somewhat by age where younger residents visit more frequently (between 21 and 28 visits among those under 50 and between 9 and 11 visits among those 50+).

MAIN REASON FOR LAST VISIT TO DOWNTOWN Entertainment (27%), dining (19%) and shopping/stores (18%) are mentioned most frequently as reasons for target market residents’ last visit to downtown West Palm Beach.

• •

After spiking in 2012 (32%), the percentage of residents citing dining as their main reason for visiting the downtown area has fallen back to 2011 levels (19% in 2013, 20% in 2011).

The Kravis Center for the Performing Arts continues to be a major draw to the downtown area with 11% citing it as the main reason for their last visit. This is particularly evident among residents who are over age 35, non-Hispanic, and live/work outside the area.

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Summary of Findings PLACES EVER VISITED DOWNTOWN When target market area residents are asked what places in downtown West Palm Beach they have ever visited, entertainment (53%), shopping/stores (39%), and dining establishments (36%) are recalled most often. In particular, 27% of visitors cite dining in general, 21% cite CityPlace, 17% cite the Kravis Center, and 16% cite Muvico Theaters. • •

There is significant decline in area residents claiming that they have ever visited downtown dining establishments (36%) compared to 2012 (56%).

Surveyed respondents in 2013 are somewhat more likely to claim having visited downtown for an event; SunFest, 4th on Flagler, and the Greenmarket each see a slight uptick in mentions.

ARTS AND CULTURAL VENUES VISITED When asked on a prompted basis which arts and cultural venues have you ever visited, the Kravis Center (66%), the Norton Museum of Art (45%), and the Harriet Himmel Theater (31%) represent the most mentioned by target market area residents.

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Summary of Findings IMAGE - DESCRIPTORS

When asked to describe downtown West Palm Beach, target market residents were very positive with 81% providing a positive description (up slightly from 2012 and 2011, 74% each) and only 12% saying anything negative.

The most frequently mentioned positive descriptors of downtown West Palm Beach include ‘nice pleasant’ (15%), ‘fun’ (9%), and ‘beautiful/pretty/scenic’ (8%) while the most frequently mentioned negative descriptors include ‘parking’ (4%) and ‘crime/lack of safety’ (3%).

•

CityPlace is also mentioned frequently by target market area residents as a top descriptor of downtown West Palm Beach (13%). This is particularly evident in Sector 4 (16% vs. 7% for Sector 1, 3% for Sector 2, and 8% for Sector 3).

•

Positive descriptors of downtown West Palm Beach become more scarce as age increases (Under 35 is 92%, 35 to 49 is 85%, 50 to 64 is 78%, and 65+ is 72%).

•

Those with children were more likely to provide a positive description of downtown West Palm Beach (90%) than those without children (78%).

IMAGE - STRENGTHS When asked specifically to provide the area’s strong points, the most frequently mentioned topics center on food/drink (30%), activities/things to do (28% and continuing to trend up from 23% in 2012 and 21% in 2011), atmosphere/environment (21%), and stores/shopping (12%).

•

This year, food and drink is mentioned somewhat less as compared to 2012 (30% vs. 38% respectively.)

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Summary of Findings IMAGE – WEAKNESSES

When asked specifically to provide the area’s weak points, the most frequently mentioned topics continue to center on parking (33%). However, parking mentions have decreased since last year (49%).

Safety (18%) and traffic control/access (16%) continue to also be mentioned frequently as weak points.

•

Specific weaknesses mentioned most frequently include ‘parking in general’ (21%), ‘crowded/congested traffic’ (14%), and ’crime/lack of safety/too close to crime-ridden area’ (12%).

•

Twenty-nine percent of downtown visitors could not provide a weak point, which is up from 2012 (21%).

RATINGS OF DOWNTOWN WEST PALM BEACH In total, quality of restaurants (56%), safety during the day (54%), atmosphere (51%), and restaurant choices (51%) receive the most positive (Top 2 Box) ratings. All parking related attributes garner the fewest positive (Top 2 Box) ratings, particularly parking fees on special event days such as SunFest, Greenmarket, etc. (17%) and parking availability on special event days (17%).

•

As compared to 2012, positive (Top 2 Box) ratings increased across all downtown attributes – increasing on a statistically significant basis for most.

•

There are several areas that appear to be more of an issue among older residents: o o o o o o o

Safety during the evening Ease of finding your way around Availability of parking on special event days Parking fees on non-event days Entertainment Restaurant choices and quality of restaurants Shopping variety and quality

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Summary of Findings PARKING Overall, about 60% of target market area residents report that parking fees have some impact on their decision to visit downtown West Palm Beach. As well, 65% report that parking availability has some impact on their decision.

•

Parking fees have the most impact on residents of Sector 2 and Sector 3 - 43% and 41% respectively, cite it as having a major impact on their decisions to visit.

•

Hispanic residents are more likely to indicate that parking fees have a major impact on their decision to visit downtown West Palm Beach than non-Hispanics (55% vs. 29%).

On average, residents expect to pay about $1.50 per hour and about $9 per day for typical non-event related parking.

On average, residents expect to pay about $2 per hour and $10 per day for special event related parking.

•

Residents over the age of 65 are willing to pay more; $2.65 per hour, $16.25 per day for non-event days and $3.66 per hour and $16.67 per day for events.

SAFETY Fifteen percent of surveyed residents are aware of any recent media stories concerning safety or security in the downtown area – this is up slightly from 11% reported last year.

•

When asked about how the City might improve perceptions of safety, the most common suggestion was simply to add more security/police presence (33%); a decline from 2012 (57%). Police presence was suggested more by Sector 1 residents than others (43% vs. 27% in Sector 2, 25% in Sector 3, and 39% in Sector 4).

•

Non-Hispanic residents were more likely to suggest that the City add more police presence than Hispanic residents (36% vs. 10%).

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Summary of Findings FUTURE VISITATION

Just over two-thirds of target market residents (69%) state that they are likely to visit downtown West Palm Beach again in the future; this is comparable to 2012 (65%) and 2011 (67%).

•

Likelihood to visit is lowest among Sector 3 residents (77% Sector 1, 67% Sector 2, 60% Sector 3, 75% Sector 4).

•

Based on Top 2 Box ratings, residents with children are more likely to visit downtown WPB in the future (83%) than residents with no children (63%).

•

Younger residents state they are likely to visit downtown WPB in the future more so than older residents (76% for those under 35, 79% for those between 35 and 49, 72% for those between 50 and 64 versus 51% for those 65 and over).

When asked what would encourage future visitation, 29% could not think of anything. This is an increase over 2012 (16%). Those who did answer provided responses related to events (22%) and parking (20%) most frequently.

Specifically, 14% cited ‘more events/ entertainment/outdoor festivals’, 10% said ‘cheaper/free parking’, and 8% said ‘better parking’.

•

As compared to 2012, fewer target market area residents stated that ‘more restaurant choices’ would motivate them to visit (from 11% in 2012 to 3% in 2013).

•

Residents in Sector 3 are most likely to mention ‘events’ as a motivator to future visitation (32%); specifically ‘more family-oriented events/offerings’ (11%) than residents in Sector 1 (1%), Sector 2 (3%), and Sector 4 (2%). As would be expected this is most evident among those with children.

•

Health and age are a significant barrier to those age 65+ (10%).

LIKELIHOOD TO VISIT FOR ARTS AND CULTURE About one-half of target market area residents indicated that they are likely to visit downtown West Palm Beach for arts and cultural activities in the next year. Likelihood is highest among Sector 1 residents (70%) and lowest among Sector 3 residents (45%); Sector 2 is at 53% and Sector 4 is at 56%.

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Summary of Findings SUGGESTIONS – ADDITIONAL OFFERINGS

In terms of additional downtown West Palm Beach offerings, the most popular suggestions this year include the addition of casual dining (11%), women’s clothing/accessories (11%), and coffee shop/café (11%).

•

The top addition choice by Sector is as follows: fine dining (14%) among Sector 1 residents, antique stores and casual dining (9% each) among Sector 2 residents, art galleries (12%) among Sector 3 residents, and men’s and women’s clothing stores (14% each) among Sector 4 residents.

THE WATERFRONT Waterfront visitation appears to be slowly increasing. Seventy-seven percent of target market residents report having visited the waterfront area in downtown West Palm Beach, which is up slightly since last year (73%) and 2011 (68%) .

•

Those who live and/or work in the downtown West Palm Beach area are more likely to have visited the waterfront area (95%) than those who do not (73%).

When asked to describe the waterfront area in downtown West Palm Beach, target market residents most frequently mention something positive (66%) such as ‘beautiful/good views’ (29%) and ‘nice/pleasant’ (21%).

Activities and things to do are also cited frequently (27%).

•

With 90% providing a positive descriptor, Hispanics are much more positive about the waterfront area than nonHispanics (63%).

Negative descriptions were provided by 8% of residents, which is down slightly from last year (12%).

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Summary of Findings FAVORITE LOCATION CityPlace, the Gardens Mall, and the Mall at Wellington Green are the leading favorites when it comes to locations that offer a variety of shopping, dining, and entertainment; these were cited by 32%, 13%, and 12% as favorites (respectively) by target market residents.

•

Compared to the prior year, several locations are being mentioned more frequently/less frequently as favorites in 2013: •

More mentions include: CityPlace (from 20% to 32%), Clematis Street (from 3% to 10%), and Downtown Lake Worth (from 2% to 7%).

•

Fewer mentions include: the Mall at Wellington Green (from 21% to 12%), Boca Town Center (from 10% to 2%), and Worth Avenue (from 3% to 0%).

•

Interestingly, CityPlace is cited as favorite shopping/dining/entertainment area most often across all Sectors.

LOCATIONS FREQUENTLY VISIT One-half of target market residents frequently visit CityPlace for shopping and/or entertainment. Other top mentions include Clematis Street (28%), the Mall at Wellington Green (24%), and the Gardens Mall (22%).

•

The percentage of surveyed residents citing Clematis street as an area they frequent for shopping/dining/entertainment has increased significantly compared to the prior year (from 12% to 28%). Other locations exhibiting an increase include downtown Lake Worth (from 3% to 17%) and Atlantic Avenue (from 9% to 16%).

•

The percentage of surveyed residents citing the Mall at Wellington Green has declined considerably (from 39% in 2012 to 24% in 2013). Decline is evident for the Gardens Mall as well (from 38% to 22%).

•

Clematis Street visitation skews heavily younger (under age 35) and is much higher among those who live/work in the area.

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Summary of Findings SOURCES OF NEWS/INFORMATION

Newspapers (57% - specifically The Palm Beach Post at 49%), the internet (39%), and television (39%) are cited most frequently as sources of news and information about local events, shopping, dining, and entertainment.

•

Social media as a source for news and information has spiked this year; from 4% last year to 10% this year.

•

Those residing in Sector 1 are significantly more likely to cite The Palm Beach Post as an information source (64%) compared to those in other sectors (45% Sector 2, 50% Sector 3, 49% Sector 4).

•

Those age 65+ and those between the ages of 50 and 64 are most likely to cite turn to newspapers for their news and information (74% and 69% respectively) – significantly more so than younger respondents (30% Under 35, 49% 35-49).

SOCIAL MEDIA USAGE

Relatively unchanged from last year, 47% of target market area residents state that they use social media.

•

As might be expected, reported social media usage declines with age (76% Under 35, 63% 35-49, 43% 50-64, 14% 65+).

•

Females and those with children report using social media more so than their counterparts.

RESIDENCY Almost all surveyed respondents are year round Palm Beach County residents (93%); 7% are seasonal residents.

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Visitation

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Visitation Have you ever visited downtown West Palm Beach?

2012 2013

Have Visited 97% Have Not Visited 3%

79% 18%

Have visited Do not live/work in downtown WPB

Live/work in downtown WPB

Have Not Visited 4%

Do not Live/work live/work in downtown downtown WPB WPB

n=405

2013 Sector Analysis Visitation

Have Visited 96%

Sector 1 (< 1 mile) n=101 (A)

Sector 2 (1 to 5 miles) n=102 (B)

Sector 3 (5 to 10 miles) n=101 (C)

98%

99%

96%

99%

53%

67%

69%A

86%ABC

45%CD

32%D

27%D

12%

88% 8%

n=400

Do not Live/work live/work in downtown downtown WPB WPB

2011

Sector 4 (10 to 20 miles) n=101 (D)

Have Visited 96%

Have Not Visited 4%

n=403

89% 7% Do not Live/work live/work in downtown downtown WPB WPB

Significantly higher compared to 2013 Significance Testing at 95% Level of Confidence Between the Columns (ABCD)

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Significantly lower compared to 2013

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Visitation History When was the last time you visited downtown West Palm Beach?

(Among those who have visited) 29%

25%

14%

Past week

Past month

23%

19%

13%

Past 3 months

Past year

Longer ago than that

Live/work in downtown WPB n=405

Survey Year Visitation History

2013 n=405 (A)

2012 n=400 (B)

2013 Sector Analysis 2011 n=403 (C)

Sector 1 (< 1 mile) n=101 (D)

Sector 2 (1 to 5 miles) n=102 (E)

Sector 3 (5 to 10 miles) n=101 (F)

Sector 4 (10 to 20 miles) n=101 (G)

How many times would you say you have visited downtown West Palm beach in the past year? (among those who have visited but do not live/work in downtown West Palm Beach) Average number of visits

16.52

10.74

17.18

40.92FG

22.70

14.31

18.26

When was the last time you came to downtown West Palm Beach?

Past week

29%

21%

22%

55%FG

48%G

32%

29%

Past month

25%

28%

28%

25%

18%

29%

24%

Past 3 months

14%

21%

14%

9%

13%

11%

14%

Past year

19%

16%

17%

5%

13%

18%D

20%D

13%B

6%

10%

7%

10%

8%

13%

23%BC

8%

8%

86%EFG

47%G

38%G

14%

Longer ago than past year Live/work in downtown WPB

Significance Testing at 95% Level of Confidence Between the Columns (A/BC, D/E/F/G)

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Main Reason For Last Visit What was your MAIN reason for your last visit to downtown West Palm Beach?

(Among those who have visited) (Top Mentions)

32% 27% 23%22%

19%

Entertainment

20%

2013 n=391 2012 n=387 2011 n=387

18% 13%11%

Dining

2013 Top Mentions 11% Kravis Center 4% Muvico

16% Dining (general)

Significantly higher compared to 2013

Shopping/ Stores

8% 6% 9%

6% 5% 8%

Events

Municipal/ Community

9% Shopping (general) 5% CityPlace

5%

7% 9%

Work

10% 4% 5% 3%

5%

3% 2%

Other locations

Bars/ Nightclubs

11% 6%

Other

3% Walk around/ Sightsee

3% Courthouse/ City hall

Sector 1 (< 1 mile) n=97 (A)

Sector 2 (1 to 5 miles) n=101 (B)

Sector 3 (5 to 10 miles) n=94 (C)

Sector 4 (10 to 20 miles) n=99 (D)

Entertainment

26%

26%

29%

28%

Dining

16%

17%

23%

17%

Shopping/stores

19%

18%

17%

18%

Events

5%

4%

8%

8%

Municipal/Community

5%

5%

5%

7%

Work

2%

4%

5%

4%

Other locations

7%

8%

2%

4%

Bars/Nightclubs

1%

3%

0%

5% C

Other

17%

10%

11%

8%

2013 Sector Analysis Main Reason For Last Visit By Sector

Significance Testing at 95% Level of Confidence Between the Columns (ABCD)

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Events/Places/Establishments Ever Visited What events/places/establishments in downtown West Palm Beach have you ever attended or visited?

(Among those who have visited) (Top Mentions)

59% 53% 47%

39%40%39%

Entertainment 2013 Top Mentions 17% Kravis Center 16% Muvico 5% Improv Comedy

2013 n=391 2012 n=387 2011 n=387

56%

Shopping/ Stores

21% CityPlace 14% Shopping (general) 8% Clematis Street

Significantly higher compared to 2013

36%

43% 30% 22%25%

Dining

27% Dining (general) 5% Cheesecake Factory

Events

20% 14%11%

10% 8%12%

9% 6%13%

5% 7% 9%

12% 9%14%

Other locations

Municipal/ Community

Bars/ Nightclubs

Work

Other

3% Walk/sightsee 14% Sunfest 6% Green Market

3% Waterfront 3% Convention Center

6% Courthouse/ City Hall 4% Library

Sector 1 (< 1 mile) n=97 (A)

Sector 2 (1 to 5 miles) n=101 (B)

Sector 3 (5 to 10 miles) n=94 (C)

Sector 4 (10 to 20 miles) n=99 (D)

Entertainment

45%

47%

56%

52%

Shopping/Stores

48%

42%

35%

40%

Dining

42%

35%

35%

38%

Events

23%

30%

26%

32%

Other locations

13%

16%

9%

16%

Municipal/Community

15%

9%

10%

10%

Bars/Nightclubs

9%

11%

10%

8%

2013 Sector Analysis Events/Places/Establishments Ever Visited

By Sector

Work

2%

4%

5%

4%

Other

13%

16%

9%

16%

Significance Testing at 95% Level of Confidence Between the Columns (ABCD)

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Visitation

Survey Year Arts and Cultural Venues Visited* (Prompted)

2013 n=405

2013 Sector Analysis Sector 1 (< 1 mile) n=101 (A)

Sector 2 (1 to 5 miles) n=102 (B)

Sector 3 (5 to 10 miles) n=101 (C)

Sector 4 (10 to 20 miles) n=101 (D)

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

66%

83%CD

77%

66%

65%

Norton Museum of Art

45%

69%BCD

54%

42%

45%

Harriet Himmel Theater

31%

45%D

35%

37%

28%

Palm Beach Drama Works

10%

25%CD

17%

11%

10%

Palm Beach Photographic Center

9%

18%

20%D

11%

9%

Other (Net)

10%

11%

11%

12%

9%

Multiple Responses Accepted

Significance Testing at 95% Level of Confidence Between the Columns (ABCD)

*New question in 2013

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Image

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Image - Descriptors Survey Year “I think it's just wonderful the way it's been revitalized. Grew up as a child. Saw downtown in all it's glory then watched it die.

Then it became rather blighted.

Taken over by a lot of drug addicts. People stayed away until they started revitalizing the area.”

Descriptors of Downtown West Palm Beach (Top Mentions)

2012 n=400 (B)

2011 n=403 (C)

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?

Positive (Net)

81%

74%

74%

General Descriptors (Subnet)

45%

47%

36%

Nice/pleasant

15%

15%

18%

Fun

9% C

10%

4%

Beautiful/pretty/scenic

8%

10%

11%

Nice improvements/improving

7%

6%

3%

18%

14%

16%

13%

8%

10%

Things to Do/Activities (Subnet)

13%

12%

11%

Food/Drink (Subnet)

11%

12%

12%

6%

9%

8%

9%

4%

6%

9%

4%

6%

Shopping (Subnet)

8%

6%

12%

Negative (Net)

12%

20% A

14%

Parking Issues

4%

3%

3%

Crime/lack of safety

3%

5%

1%

Neutral (Net)

14%

16%

12%

Don’t know

4%

4%

8%

Amenities/Facilities (Subnet) CityPlace

Dining (general) Atmosphere/ Environment (Subnet) Waterfront

Multiple Responses Accepted

January 2014

2013 n=405 (A)

“I think it's a lovely area especially when you have guests from out of town; it's a nice place to see and a nice place to take them.”

“Well it's quite an improvement from what it was.

It really doesn't attract me like it once did. Now it's a social gathering area for younger people. That's not my thing at this time.”

Significance Testing at 95% Level of Confidence Between the Columns (A vs. BC)

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Image - Descriptors 2013 Sector Analysis Sector 1 (< 1 mile) n=101 (A)

Descriptors of Downtown West Palm Beach (Top Mentions)

“It's way better than it used to be. New buildings and CityPlace. I can take my family down to CityPlace without fearing being robbed or whatever. Now we don't have to worry about that anymore.”

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?

Positive (Net)

79%

73%

80%

84%

General Descriptors (Subnet)

54%

48%

43%

45%

Nice/pleasant

13%

16%

12%

15%

Fun

14%

12%

13%

10%

Beautiful/pretty/scenic

5%

8%

7%

8%

Nice improvements/improving

8%

7%

5%

8%

16% B

6%

14%

22% B

7%

3%

8%

16% B

Things to Do/Activities (Subnet)

14%

12%

12%

13%

Food/Drink (Subnet)

11%

12%

15%

9%

9%

5%

7%

4%

11%

6%

11%

10%

11%

5%

11%

10%

Shopping (Subnet)

8%

6%

11%

6%

Negative (Net)

15%

15%

15%

10%

Parking Issues

4%

3%

4%

4%

Crime/lack of safety

2%

3%

2%

4%

Neutral (Net)

15%

17%

15%

13%

Don’t know

4%

8%

3%

3%

Amenities/Facilities (Subnet) CityPlace

Dining (general) Atmosphere/ Environment (Subnet) Waterfront

“Crime. But it's been 7 years ago, I don't really know how it is now. ”

Multiple Responses Accepted

January 2014

Sector 2 Sector 3 Sector 4 (1 to 5 miles) (5 to 10 miles) (10 to 20 miles) n=102 n=101 n=101 (B) (C) (D)

Significance Testing at 95% Level of Confidence Between the Columns (ABCD)

Profile Marketing Research

25

Image - Strengths Survey Year Downtown West Palm Beach – Strong Points (Top Mentions)

“Good selection of restaurants and bars.

Waterfront is nice, free shows, live music.”

Food & Drink (Net) Restaurants (general) Activities/Things to do (Net) Entertainment Variety of things to do Kravis Center Waterfront

2011 n=403 (C)

Beautiful

30%

38%

22%

21%

30%

18%

28%

23%

21%

9%

6%

4%

9% C

4%

2%

6%

5%

5%

21%

21%

24%

9%

7%

12%

5%

7%

2%

Stores/Shopping (Net)

12%

15%

13%

Shopping (general)

8%

13%

11%

Clean/Organized/Safe (Net) Clean/well-maintained Convenience (Net) Everything in one place General Positive (Net)

10%

9%

13%

5%

5%

10%

8%

5%

9%

5%

2%

7%

21%

26%

19%

CityPlace

10%

11%

7%

Don’t know

8%

4%

8%

Multiple Responses Accepted

January 2014

2012 n=400 (B)

What would you say are the downtown area’s strong points? What do you like in particular?

Atmosphere/Environment (Net) “The beautiful lakefront with the winding sidewalk.

CityPlace is the strong point.

Wonderful tourist area.”

2013 n=405 (A)

“I like the fact it has a small town feeling; I can walk around to places. And they haven’t over built on waterfront.”

Significance Testing at 95% Level of Confidence Between the Columns (A vs. BC)

Profile Marketing Research

26

Image - Strengths 2013 Sector Analysis

Downtown West Palm Beach – Strong Points (Top Mentions) “I like it that there are so many eating and drinking establishments in one small area .”

Sector 1 (< 1 mile) n=101 (A)

Sector 2 (1 to 5 miles) n=102 (B)

Sector 3 Sector 4 (5 to 10 miles) (10 to 20 miles) n=101 n=101 (C) (D)

What would you say are the downtown area’s strong points? What do you like in particular?

Food & Drink (Net)

27% B

14%

20%

12%

23%

20%

12%

23%

28% A

29% A

Entertainment

2%

5%

9% A

9% A

Variety of things to do

3%

9%

6%

10%

Kravis Center

3%

2%

6%

7%

30%

25%

23%

18%

10%

8%

11%

8%

Restaurants (general) Activities/Things to do (Net)

“Greenmarket is nice; also they've done a nice job on Flagler as far as the landscaping and decor.”

Atmosphere/Environment (Net) Waterfront Beautiful

31% B

6%

6%

5%

5%

Stores/Shopping (Net)

13%

10%

13%

11%

Shopping (general)

11%

7%

8%

7%

Clean/Organized/Safe (Net) Clean/well-maintained Convenience (Net) Everything in one place General Positive (Net)

9%

7%

15%

9%

7%

4%

5%

6%

8%

8%

11%

8%

4%

3%

3%

6%

17%

25%

18%

22%

CityPlace

7%

11%

9%

9%

Don’t know

7%

8%

5%

8%

Multiple Responses Accepted

January 2014

31% B

Significance Testing at 95% Level of Confidence Between the Columns (ABCD)

Profile Marketing Research

27

Image - Weaknesses

“Parking fees and parking spots -the parking fees are ridiculous.

Meters on the street are too much to pay to take your family down there. It's ridiculous.”

Survey Year Downtown West Palm Beach – Weak Points (Top Mentions)

Parking (Net)

2011 n=403 (C)

33%

49% A

29%

Parking (not specific)

21%

38% A

20%

Parking is too expensive/should be free

6%

6%

5%

Not enough parking Crime/lack of safety/too close to crime-ridden areas

5%

3%

4%

18%

17%

14%

12%

15%

14%

Traffic Control/Access (Net)

16%

17%

16%

Crowded/congested/traffic

14%

16%

14%

Youth Oriented (Net)

3%

6%

4%

Additional shops/stores/restaurants etc. needed (Net)

3%

2%

3%

No weak points/don’t know/can’t think of anything

29%

21%

34%

Multiple Responses Accepted

January 2014

2012 n=400 (B)

What would you say are the area’s weak points? What do you dislike in particular?

Safety (Net) “Some of the outskirts aren't very nice. Areas surrounding downtown area.

Some of the roads if you take a wrong turn you might not feel as safe.”

2013 n=405 (A)

“They don’t have any grocery stores, shoe repairs, drug stores, cleaners - the normal everyday things.”

Significance Testing at 95% Level of Confidence Between the Columns (A vs. BC)

Profile Marketing Research

28

Image - Weaknesses

2013 Sector Analysis

Downtown West Palm Beach – Weak Points (Top Mentions) “Parking fees.

That's why we don't shop there that much anymore.

Parking garages charge very high.”

Parking (Net)

Sector 3 (5 to 10 miles) n=101 (C)

Sector 4 (10 to 20 miles) n=101 (D)

33%

30%

35%

33%

Parking (not specific)

22%

14%

23%

23%

Parking is too expensive/should be free

7%

13%

6%

5%

Not enough parking

6%

3%

4%

5%

19%

16%

14%

21%

Crime/lack of safety/too close to crime-ridden areas

11%

11%

9%

15%

Traffic Control/Access (Net)

16%

12%

16%

15%

Crowded/congested/traffic

11%

11%

13%

14%

3%

5%

3%

3%

Youth Oriented (Net) Additional shops/stores/restaurants etc. needed (Net) No weak points/don’t know/can’t think of anything Multiple Responses Accepted

January 2014

Sector 2 (1 to 5 miles) n=102 (B)

What would you say are the area’s weak points? What do you dislike in particular?

Safety (Net) “Too many kids hanging around...Look at the amount of security people and police compared to a few years ago.”

Sector 1 (< 1 mile) n=101 (A)

5%

4%

5%

2%

20%

27%

28%

30%

Significance Testing at 95% Level of Confidence Between the Columns (ABCD)

Profile Marketing Research

29

Ratings of Downtown West Palm Beach

January 2014

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30

Ratings Survey Year Ratings of Downtown West Palm Beach (Among those answering)

2013 n=varies* (A)

2012 n=varies* (B)

2011 n=varies* (C)

Quality of restaurants

56%B

34%

46%

Safety during the day

54%

48%

48%

Atmosphere

51%B

40%

54%

Restaurant choices

Top 2 Box (rating 9 or 10 on a 10 point scale)

51%B

32%

47%

Entertainment

48%

38%

44%

Ease of finding your way around

45%

37%

46%

45%

37%

42%

44%B

32%

41%

44%

40%

45%

Variety of shopping establishments

42%B

28%

35%

Accessibility (getting to your destination)

39%B

23%

39%

Safety during the evening/at night

33%B

21%

25%

Special events Quality of shopping establishments Cleanliness

29%

20%

NA

Parking fees on typical, non-event days

23%B

10%

NA

Availability of parking on special event days such as SunFest, Greenmarket, etc

17%B

9%

NA

Parking fees on special event days such as SunFest, Greenmarket, etc.

17%B

3%

NA

Availability of parking on typical, non-event days

*Base varies by question. Due to high number of “don’t know” responses, these questions are among those answering.

Significance Testing at 95% Level of Confidence Between the Columns (A vs. BC)

January 2014

Profile Marketing Research

31

Ratings 2013 Sector Analysis

Ratings of Downtown West Palm Beach (Among those answering)

Sector 1 (< 1 mile) n=varies* (A)

Sector 2 (1 to 5 miles) n=varies* (B)

Sector 3 Sector 4 (5 to 10 miles) (10 to 20 miles) n=varies* n=varies* (C) (D)

Quality of restaurants

49%

52%

53%

61%

Safety during the day

59%

59%

62%

52%

Atmosphere

58%

58%

52%

51%

61%C

56%

42%

54%

Entertainment

46%

52%

43%

52%

Ease of finding your way around

59%

58%

48%

44%

Special events

50%

59%C

39%

47%

Quality of shopping establishments

39%

47%

36%

49%

Cleanliness

52%

53%

52%

40%

Variety of shopping establishments

39%

44%

38%

45%

Accessibility (getting to your destination)

44%

49%

35%

41%

Safety during the evening/at night

27%

37%

38%

33%

Availability of parking on typical, non-event days

35%

37%

23%

32%

Parking fees on typical, non-event days

26%

22%

19%

29%

Availability of parking on special event days such as SunFest, Greenmarket, etc

24%

23%

12%

22%

Parking fees on special event days such as SunFest, Greenmarket, etc.

27%

16%

14%

20%

Top 2 Box (rating 9 or 10 on a 10 point scale)

Restaurant choices

*Base varies by question. Due to high number of “don’t know” responses, these questions are among those answering.

Significance Testing at 95% Level of Confidence Between the Columns (A vs. BC)

January 2014

Profile Marketing Research

32

Parking

January 2014

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33

Parking – Impact on Decision to Visit Impact of parking fees on decision to visit downtown West Palm Beach - 2013

Impact of availability of parking on decision to visit downtown West Palm Beach - 2013 65%

59% 42%

41% 32%

27%

35% 23%

1% Major impact

Minor impact

No impact

0%

Don't know

Major impact

n=405

Parking – Impact on Decision to Visit

Sector 1 (< 1 mile) n=101 (A)

Minor impact

No impact

Don't know n=405

Sector 2 (1 to 5 miles) n=102 (B)

Sector 3 (5 to 10 miles) n=101 (C)

Sector 4 (10 to 20 miles) n=101 (D) 23%

Parking Fees – Major Impact

28%

43%D

41%D

Parking Fees – Minor Impact

29%

28%

25%

28%

Parking Fees – No Impact

41%

28%

33%

48%B

Don’t know

2%

1%

1%

1%

Parking Availability – Major Impact

32%

37%

49%

38%

Parking Availability – Minor Impact

25%

34%

25%

21%

Parking Availability – No Impact

40%

28%

25%

41%

Don’t know

3%

1%

1%

0%

Significance Testing at 95% Level of Confidence Between the Sectors (ABCD)

January 2014

Profile Marketing Research

34

Reasonable Parking Fees

Parking fees* - Summary of Averages (Among those who rated parking fees less than a 9 or 10 on a 10point scale)

2013 Sector Analysis 2013

Sector 1 (< 1 mile) (A)

Sector 2 (1 to 5 miles) (B)

Sector 3 (5 to 10 miles) (C)

Sector 4 (10 to 20 miles) (D)

What do you feel would be a reasonable fee for typical non-event related parking in downtown West Palm Beach?

Base

220

54

54

58

54

Average hourly fee

$1.53 B

$1.42

$1.58

$1.13

$1.71

Average hourly fee (excluding 0)

$1.60 B

$1.62

$1.64

$1.20

$1.77

Average daily fee

$9.11 B

$8.23

$7.37

$6.87

$10.34

Average daily fee (excluding 0)

$9.58 B

$9.71

$7.69

$7.36

$10.69

What is a reasonable fee for special event related parking in downtown West Palm Beach?

Base

205

46

56

55

48

Average hourly fee

$2.28 B

2.89

2.34

1.80

2.50

Average hourly fee (excluding 0)

$2.47 B

3.11

2.45

2.03

2.63

Average daily fee

$9.89

10.40

10.73

8.53

10.37

Average daily fee (excluding 0)

$10.28

10.97

11.26

9.10

10.56

Significance Testing at 95% Level of Confidence Between the Sectors (ABCD)

*Outliers excluded

January 2014

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Safety

January 2014

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36

Safety * Awareness of any Recent Media Stories Concerning Safety or Security in the Downtown West Palm Beach Area

84% 87% 2013 n=405 2012 n=401

“More visible police or bicycle patrols along the waterfront, especially along the corridor connecting CityPlace to Clematis. It's already there, but visiblility would help.”

15% 11%

1% 2% Yes

No

* Not asked in 2011

“If they cleaned up the Rosemary and Tamarind area. A lot of police do not want to go to certain areas.”

January 2014

Don't know

Improvement Suggestions by Perceptions of Safety (Top Mentions)

2013

2012

Total n=405 (A)

Total n=400 (B)

What, if anything, do you feel could be done to improve perceptions of downtown West Palm Beach as a safe place to visit?

More Security/police presence

33%

57% A

More advertising/media coverage

5%

6%

Better/more lighting

4%

4%

Improve the look of the area/surrounding area

3%

3%

Promote more cultural/family events

2%

2%

A curfew for those under 18

2%

3%

Have more positive newspaper /media reports

2%

1%

Significance Testing at 95% Level of Confidence Between the Sectors (AB)

“Highlight that in the media so it gets out there more often, make it feel family-friendly and relaxed atmosphere.”

Profile Marketing Research

“More on TV about what's going on downtown...What's available for stores, dining, entertainment...Some coverage of people enjoying themselves.”

37

Future Visitation

January 2014

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38

Likelihood to Visit in the Future How likely are you to visit downtown West Palm Beach in the future?

2013 n=405 2012 n=400 2011 n=403

69% 65% 67%

Total

77%C 74%

86%

Sector 1 (<1 mile) A n=101

2013 Top 2 Box

77%

67%

74% 71%

71%

75%C 64% 65%

60%

Sector 2 (1 to 5 miles) B n=102

2012 Top 2 Box

Sector 3 (5 to 10 miles)

Sector 4 (10 to 20 miles)

C n=101

D n=101

2011 Top 2 Box

Significance Testing at 95% Level of Confidence Between the Sectors (ABCD)

January 2014

Profile Marketing Research

39

Motivators to Visitation Survey Year Motivators to Visitation (Top Mentions)

2013 n=405 A

2012 n=400 B

2011 n=403 C

What would encourage you to visit downtown West Palm Beach more often?

“Improve parking...

Do away with the parking meters and fees at the garage because we already spend enough money.”

Events (Net)

22%

26%

25%

More events/entertainment/outdoor festivals

14%

10%

13%

More family-oriented events/offerings

4%

5%

3%

20%

25%

19%

Cheaper/free parking

10%

9%

10%

Better parking

8%

9%

7%

More parking availability

5%

9%

3%

9%

6%

7%

3%

1%

4%

7%

10%

4%

5%

3%

2%

Parking (Net)

Entertainment (Net) More movie theaters/ The movies Stores (Net)

“Well I think if they get a grocery store, a drug store, and a shoe repair shop.

Things like that would encourage me to visit more often.”

More shopping opportunities/malls Restaurants/Bars/Cafes (Net)

7%

15% A

5%

3%

11% A

2%

Security (Net)

4%

6%

5%

Other (Net)

7%

9%

14%

2%

1%

2%

10%

10%

6%

3%

4%

2%

3% BC

0%

0%

29% B

16%

24%

More restaurant choices

More information about what’s going on/ more advertising Barriers to Attending (Net) If it were more affordable/free/If I made more money Health/ Age barriers prevent me from going

Don’t know/Nothing/Great as is Multiple Responses Accepted

January 2014

“A more family/kid friendly playground.

Make it more family friendly for people.”

“Better advertising of events. Don't think they do a good enough job.”

Significance Testing at 95% Level of Confidence Between the Columns (A vs. BC)

Profile Marketing Research

40

Motivators to Visitation 2013 Sector Analysis

Motivators to Visitation (Top Mentions)

Sector 1 (< 1 mile) n=101 (A)

Sector 2 (1 to 5 miles) n=102 (B)

Sector 3 (5 to 10 miles) n=101 (C)

Sector 4 (10 to 20 miles) n=101 (D)

32% A

19%

What would encourage you to visit downtown West Palm Beach more often?

“Less younger crowds and more older folks events .”

Events (Net)

17%

22%

More events/entertainment/outdoor festivals

8%

10%

11%

17%

More family-oriented events/offerings

1%

3%

11% ABD

2%

17%

23%

16%

20%

Cheaper/free parking

13%

14%

9%

9%

Better parking

3%

10%

5%

8%

More parking availability

3%

5%

6%

3%

Parking (Net)

Entertainment (Net) More movie theaters/ The movies

Stores (Net) “They need to do a better job of developing surrounding areas. Like the area between CityPlace and Clematis Street.”

More shopping opportunities/malls

5%

8%

7%

10%

2%

4%

0%

6% C

11%

6%

9%

7%

5%

2%

6%

5%

11%

4%

10%

5%

5%

1%

4%

3%

Security (Net)

7%

4%

1%

5%

Other (Net)

5%

9%

6%

8%

1%

2%

2%

2%

Restaurants/Bars/Cafes (Net) More restaurant choices

More information about what’s going on/ more advertising Barriers to Attending (Net)

10%

11%

9%

9%

If it were more affordable/free/If I made more money

3%

2%

7% D

1%

Health/ Age barriers prevent me from going

5%

2%

1%

3%

30%

21%

31%

31%

Don’t know/Nothing/Great as is Multiple Responses Accepted

January 2014

Significance Testing at 95% Level of Confidence Between the Columns (ABCD)

Profile Marketing Research

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.?

2013 n=405

70%

BC

Total

56%

53%

52%

45%

Sector 1 (<1 mile) A n=101

Sector 2 (1 to 5 miles) B n=102

Sector 3 (5 to 10 miles) C n=101

Sector 4 (10 to 20 miles) D n=101

2013 Top 2 Box * New question for 2013

January 2014

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Additional Offerings

January 2014

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43

Suggestions - Additional Offerings Which of the following would be important additions to the downtown West Palm Beach area?

(Top Mentions)

11%

11%

7%

12%

11%

8%

10% 7%

10% 6%

5%

10% 10%

6%

5%

3%

Casual dining

1%

1%

Women's clothing/ accessories

Coffee shop/ Cafe

Men's clothing/ Antique stores accessories

2013

9%

4%

Fine dining

2012

8%

8%

3%

3%

Books and/ or music store

Children's clothing

8%8%

8%

7%

2% Art galleries

Small Grocery/ gourmet market

2011 2013 Sector Analysis

Significantly lower compared to 2013 Sector 1 (< 1 mile) n=99 (A)

Sector 2 (1 to 5 miles) n=100 (B)

Sector 3 (5 to 10 miles) n=100 (C)

Sector 4 (10 to 20 miles) n=100 (D)

Casual dining

7%

9%

10%

12%

Women's clothing/ accessories

7%

7%

4%

14% C

Coffee shop/ CafĂŠ

5%

8%

10%

12%

Men's clothing/ accessories

9%

5%

4%

14% C

Antique stores

4%

9%

9%

11%

Fine dining

14%

6%

9%

11%

Books\ music store

12%

8%

8%

9%

Children's clothing

9%

8%

10%

9%

Art galleries

7%

6%

12%

6%

13% BE

3%

4%

9%

Suggestions â&#x20AC;&#x201C; Additional Offerings

Small Grocery/ gourmet market Multiple Responses Accepted

January 2014

9%

2013 n=405 2012 n=400 2011 n=403

Significance Testing at 95% Level of Confidence Between the Columns (ABCD)

Profile Marketing Research

44

Waterfront

January 2014

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45

Waterfront Visitation Have you ever visited the waterfront area in downtown West Palm Beach?

2013

2012

Not Sure 1% Have Not Visited 24%

Have Not Visited 22%

2011

Not Sure 3%

Have Not Visited 31% Have Visited 73%

Have Visited 77%

Not Sure 1%

Have Visited 68%

n=405 n=400

n=403

2013 Sector Analysis

Waterfront Visitation

Have visited

Sector 1 (< 1 mile) n=101 (A)

Sector 2 (1 to 5 miles) n=102 (B)

Sector 3 (5 to 10 miles) n=101 (C)

Sector 4 (10 to 20 miles) n=101 (D)

87% C

77%

74%

80%

Significance Testing at 95% Level of Confidence Between the Columns (ABCD)

January 2014

Profile Marketing Research

46

Waterfront Image Survey Year

Descriptors of Downtown West Palm Beach Waterfront (Top Mentions)

“It's nice. Very beautiful. I hope they don't decide to build a big high rise where you can't sit and enjoy the ocean.”

“I think it's the best thing they've done.

When they added the docks I said, ‘I think they get it.’ Need more things to do on the water though.”

2012 n=397 (B)

2011 n=398 (C)

When you think of the waterfront area in downtown West Palm Beach… what thoughts, words, or images come to mind?

Positive Attributes (Net)

66% C

59%

53%

- Beautiful/Good views

29%

28%

29%

- Nice/pleasant

21%

20%

18%

- Serene/relaxing/peaceful

14%

13%

9%

- Fun

4% BC

1%

0%

- Clean/ Well maintained

3%

1%

3%

- Much improved/ renovations

3%

3%

2%

- Accessible/ easy access

3% BC

0%

0%

27%

26%

26%

- Boating/water skiing/harbor/fishing/floating docks

10%

11%

14%

- Music/ Live music

4% C

1%

0%

Activities/Things To Do (Net)

- Dining

3%

1%

3%

12%

18%

20%

- Waterfront

7%

5%

14% A

- Wealth/money/expensive

Neutral Attributes (Net)

1%

4%

1%

Negative Attributes (Net)

8%

12%

5%

Don’t know

14%

13%

19%

Multiple Responses Accepted

January 2014

2013 n=400 (A)

Significance Testing at 95% Level of Confidence Between the Columns (A vs. BC)

Profile Marketing Research

47

Waterfront Image 2013 Sector Analysis

Descriptors of Downtown West Palm Beach Waterfront (Top Mentions)

Sector 1 (< 1 mile) n=99 (A)

Sector 2 (1 to 5 miles) n=101 (B)

Sector 3 (5 to 10 miles) n=100 (C)

Sector 4 (10 to 20 miles) n=100 (D)

When you think of the waterfront area in downtown West Palm Beach… what thoughts, words, or images come to mind?

Positive Attributes (Net)

65%

71%

65%

65%

- Beautiful/Good views

34%

28%

24%

31%

- Nice/pleasant

17%

21%

21%

20%

- Serene/relaxing/peaceful

15%

26% D

16%

12%

- Fun

1%

6%

3%

4%

- Clean/ Well maintained

5%

4%

2%

4%

- Much improved/ renovations

8%

5%

4%

2%

- Accessible/ easy access

1%

0%

0%

5% BC

“It is very nice except for the parking. It is really nice, pretty.”

Activities/Things To Do (Net)

“I like it, but maybe it needs more lighting.

Walking and biking areas are nice.”

25%

22%

19%

31%

- Boating/water skiing/harbor/fishing/floating docks

15%

9%

8%

10%

- Music/ Live music

3%

2%

2%

5%

- Dining

1%

0%

0%

5%

Neutral Attributes (Net)

15%

12%

14%

12%

- Waterfront

9%

8%

7%

7%

- Wealth/money/expensive

0%

1%

2%

1%

Negative Attributes (Net)

11%

8%

11%

6%

Don’t know

9%

12%

11%

15%

Multiple Responses Accepted

January 2014

Significance Testing at 95% Level of Confidence Between the Columns (ABCD)

Profile Marketing Research

48

Lifestyle

January 2014

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49

Lifestyle Survey Year Favorite Shopping/ Dining/ Entertainment Areas*

2013 n=405 (A)

2012 n=400 (B)

2013 Sector Analysis Sector 1 (< 1 mile) n=101 (C)

Sector 2 (1 to 5 miles) n=102 (D)

Sector 3 (5 to 10 miles) n=101 (E)

Sector 4 (10 to 20 miles) n=101 (F)

What is your favorite shopping area, or location that offers a variety such as shopping, dining, and entertainment? (first mention) CityPlace

32% B

20%

33%

33%

33%

32%

The Gardens Mall

13%

19%

12%

15%

17%

10%

The Mall at Wellington Green

12%

21% A

7%

8%

8%

14%

Clematis Street

10% B

3%

12% E

14% E

0%

16% E

Downtown Lake Worth

7% B

2%

12% F

8%

18% F

2%

Atlantic Avenue

7%

4%

6%

2%

5%

8%

Downtown at the Gardens

3%

4%

2%

3%

4%

3%

The Boynton Beach Mall

3%

4%

0%

1%

1%

4%

Boca Town Center

2%

10% A

0%

0%

0%

3%

Worth Avenue

0%

3%A

5% EF

3%

0%

0%

Other (Net)

10%

8%

8%

12%

15%

7%

Donâ&#x20AC;&#x2122;t know

2%

0%

3%

3%

3%

1%

Multiple Responses Accepted

Significance Testing at 95% Level of Confidence Between the Columns (AB, CDEF)

*Question changed in 2012; no comparing to 2011

January 2014

Profile Marketing Research

50

Lifestyle Survey Year Frequent Shopping/ Dining/ Entertainment Areas*

2013 n=405 (A)

2012 n=400 (B)

2013 Sector Analysis Sector 1 (< 1 mile) n=101 (C)

Sector 2 (1 to 5 miles) n=102 (D)

Sector 3 (5 to 10 miles) n=101 (E)

Sector 4 (10 to 20 miles) n=101 (F)

What is your favorite shopping area, or location that offers a variety such as shopping, dining, and entertainment?

What other areas or locations do you frequent that offer a variety such as shopping, dining, and entertainment?

CityPlace Clematis Street

50%

40%

51%

56%

45%

51%

28% B

12%

38% C

35%

23%

32%

The Mall at Wellington Green

24%

39% A

19%

23%

23%

25%

The Gardens Mall

22%

38% A

19%

27%

24%

20%

17% B

3%

20%

15%

29% BD

12%

16%

12%

7%

12%

17% A

18% A

16% B

9%

11%

7%

11%

20% B

The Boynton Beach Mall

14%

14%

7%

7%

8%

18% AB

Boca Town Center

10%

17%

13%

13%

6%

11%

Worth Avenue

5%

4%

8%

8%

3%

5%

Other

11%

12%

13%

11%

10%

11%

Donâ&#x20AC;&#x2122;t know

3% B

0%

4%

3%

5%

2%

Downtown Lake Worth Downtown at the Gardens Atlantic Avenue

Multiple Responses Accepted

Significance Testing at 95% Level of Confidence Between the Columns (AB, CDEF)

*Question changed in 2012; no comparing to 2011

January 2014

Profile Marketing Research

51

Lifestyle

Survey Year Sources of Local News and Information (Top Mentions)

2013 n=405 (A)

2012 n=400 (B)

2013 Sector Analysis Sector 1 (< 1 mile) n=101 (C)

Sector 2 (1 to 5 miles) n=102 (D)

Sector 3 (5 to 10 miles) n=101 (E)

Sector 4 (10 to 20 miles) n=101 (F)

What sources do you use for local news and information and for information about local events, shopping, dining, and entertainment?

Newspaper (Net)

57%

55%

66% B

46%

52%

60%

The Palm Beach Post

49%

47%

64% B

45%

50%

49%

Sun Sentinel

10%

9%

4%

2%

3%

13% ABC

Internet

39%

41%

40%

38%

31%

47% C

Television

39%

38%

36%

44%

40%

38%

10% B

4%

7%

6%

10%

10%

Radio

9%

7%

3%

6%

14% A

8%

Other

5%

5%

7%

9%

3%

6%

5%

3%

7%

9%

3%

5%

47%

52%

49%

46%

55%

44%

Social Media (Twitter, Facebook, etc.)

Family/friends/word of mouth Social Media Usage % Use Social Media Multiple Responses Accepted

Significance Testing at 95% Level of Confidence Between the Columns (AB, CDEF)

*Question changed in 2012; no comparing to 2011

January 2014

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52

Residency

January 2014

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53

Palm Beach County Residency

2013

Seasonal Resident 7%

2012

Seasonal Resident 5%

Year-round resident 93% n=405

2011

Seasonal Resident 6%

Year-round resident 95%

n=400

Year-round resident 94%

n=403

2013 Sector Analysis

Palm Beach County Residency

Sector 1 (< 1 mile) n=101 (A)

Sector 2 Sector 3 (1 to 5 miles) (5 to 10 miles) n=102 n=101 (B) (C)

Sector 4 (10 to 20 miles) n=101 (D)

Year round resident

91%

100% ACD

94%

90%

Seasonal resident

9% B

0%

6% B

10% B

Significance Testing at 95% Level of Confidence Between the Columns (ABCD)

January 2014

Profile Marketing Research

54

Residency Survey Year Zip Code of Residence (Top Mentions)

2013 n=405 (A)

2012 n=400 (B)

2011 n=403 (C)

28%

27%

30%

33411

6%

9%

6%

33415

6%

3%

3%

33401

3%

2%

2%

33407

3%

2%

6%

Boynton Beach

17%

15%

21%

33436

6%

4%

6%

33437

5%

5%

6%

33472

3%

1%

3%

West Palm Beach

Lake Worth

16%

15%

13%

33467

7%

6%

6%

33463

4%

6%

4%

10%

13%

6%

33446

4%

2%

2%

33445

4%

5%

2%

33483

2%

1%

1%

8%

7%

11%

33458

4%

3%

9%

Wellington

7%

11%

5%

33414

6%

10%

3%

6%

7%

8%

5% C

6%

1%

Delray Beach

Jupiter

Palm Beach Gardens 33418 Hypoluxo 33414

January 2014

4%

2%

3%

4%

2%

3%

Profile Marketing Research

Significance Testing at 95% Level of Confidence Between the Columns (A vs. BC)

55

Demographics

January 2014

Profile Marketing Research

56

Demographics Survey Year

2013 Sector Analysis

2013 n=405 (A)

2012 n=400 (B)

2011 n=403 (C)

Male

48%

52%

49%

48%

47%

51%

46%

Female

52%

48%

51%

52%

53%

49%

54%

Own

75%

76%

74%

68%

60%

80%E

76%E

Rent

21%

24%

22%

29%

38%FG

17%

21%

Refused

4%B

1%

4%

3%

2%

4%

3%

10%

13%

14%

7%

11%

20%DG

5%

White

75%

70%

70%

68%E

52%

66%

82%DEF

Black

15%

15%

14%

19%

36%DFG

11%

13%

Hispanic

5%

9%

11%A

3%

3%

10%

3%

Mixed

0%

3%A

1%

3%

3%

0%

0%

Asian/Pacific Islander

2%

2%

1%

1%

0%

3%

2%

Other

1%

1%

1%

0%

2%

2%

0%

Donâ&#x20AC;&#x2122;t know/Refused

3%

0%

2%

6%G

5%G

9%G

0%

51.8

51.4

50.2

55.6 FG

51.9

50.4

49.9

Demographics

Sector 2 Sector 3 (1 to 5 miles) (5 to 10 miles) n=102 n=101 (E) (F)

Sector 4 (10 to 20 miles) n=101 (G)

Sector 1 (< 1 mile) n=101 (D)

Gender

Home Ownership Status

Hispanic Ethnicity % Yes Race (self-described)

Age Average

Significance Testing at 95% Level of Confidence Between the Columns (A vs. BC, DEFG)

January 2014

Profile Marketing Research

57

Demographics Survey Year

2013 Sector Analysis

2013 n=405 (A)

2012 n=400 (B)

2011 n=403 (C)

Single

25%

22%

22%

35%

40%FG

26%

22%

Married

52%

52%

58%

37%

30%

51%E

59%DE

Living with partner

3%

8%A

3%

5%

6%

5%

1%

Separated/divorced

10%

6%

6%

8%

11%

8%

10%

Widowed

9%

11%

8%

13%

13%

7%

9%

Refused

1%

1%

2%

3%

0%

3%

0%

None

71%

71%

71%

74%

70%

64%

71%

1

13%

10%

13%

12%

19%

18%

12%

2

12%

13%

9%

12%

7%

12%

14%

3+

4%

5%

5%

1%

3%

7%

3%

Refused

0%

0%

1%

0%

2%

0%

0%

228

232

225

49

63

63

60

$73,630

$70,510

$70,280

$77,160 E

$54,800

$64,390

$83, 200 EF

Demographics

Sector 2 Sector 3 (1 to 5 miles) (5 to 10 miles) n=102 n=101 (E) (F)

Sector 4 (10 to 20 miles) n=101 (G)

Sector 1 (< 1 mile) n=101 (D)

Marital Status

Number of Children in Household

Household Income (among those answering) Those answering (base) Average

Significance Testing at 95% Level of Confidence Between the Columns (A/BC, DEFG)

January 2014

Profile Marketing Research

58