DOWNTOWN WEST PALM BEACH ON-SITE SURVEY OF VISITORS 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 February 2014
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Table of Contents Page Number
Background & Purpose …………………………………………………………………………
3
Methodology.…………..…………………………………………………………………………
4
How to Read This Report………………………………………………………………………
5
Summary of Findings……………………………………………………………………………
6
Visitation……………………………………………………………………………………….…
16
Characteristics of the Visit………………………………………………………………………
23
Image….…..………………………………………………………………………………………
26
Ratings of Downtown WPB………………………………………………………………………
33
Parking….…..……………………………………………………………………………………… 36 Safety….…..………………………………………………………………………………………
39
Future Visitation………………….……………………………………………………………….
41
Additional Offerings……………………………………………………………………………….
45
Lifestyle…………………………………………………………………………………………….
48
Residency…………………………………………………………………………………………
51
Demographics ……………………………………………………………………………………
54
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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 first part of the research - an on-site survey of visitors to downtown WPB. The second part of the research, reported separately, is a telephone survey of area residents.
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Methodology Personal intercept interview
West Palm Beach DDA named as survey sponsor; $100 gift card to downtown business offered to promote participation Interview length was 10 minutes on average Interviewing schedule was comparable to prior years: • • • • • • •
Saturday, November 16, CityPlace Tree Lighting (6pm to 9pm) Saturday, November 23, Greenmarket (9am to 1pm) Thursday, December 5, Clematis District, (4pm to 9pm) Friday, December 6, Clematis District (10am to 3pm) Friday, December 13, Screen On The Green (5pm to 10pm) Sunday, December 15, Sunday On The Waterfront (3pm to 6pm) Saturday, December 21, Clematis District (10am to 3pm)
Rotation across locations throughout each area Sample size of 254 (n=251 in 2012 and 250 in 2011)
Sampling error of no greater than +/- 6.2% in total at the 95% level of confidence
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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. In addition to trending by survey year (2011 and 2012 vs. 2013), several subgroups are presented in this report: Visit Condition (interview conducted during Special Event, at CityPlace, in the Clematis District, Not Special Event)
The following subgroups were reviewed (data available in the cross-tabulation reports) and, depending on relevance, may or may not be presented herein: Clematis District Time of Day (Lunch, Afternoon, Evening) Demographics Top Areas/Zip Codes of Residence
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Summary of Findings
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Overview • In general, the downtown area continues to be viewed positively (atmosphere, lots going on, beautiful). Negative imagery is very minimal. • Visitors are coming from throughout the county but primarily from the West Palm Beach and Wellington areas. They are spending quite a bit of time in the downtown area (over three hours on average) and, in terms of dollars, are spending an average of $55 while on-site. • Visitors are highly likely to make a return visit to downtown West Palm Bach within the next year. Events are the top draw to downtown West Palm Beach; more events, particularly those for families are suggested. Other suggestions to motivate future visitation include adding more stores and improvements to parking. • Positive ratings of the downtown area remain relatively high but have declined from 2012. Parking fees and availability continue to be a low point and are making a bigger impact on the visit decision making process this year.
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Summary of Findings VISITATION The majority of visitors to downtown West Palm Beach are repeat visitors (96%). First time visitors to downtown West Palm Beach are relatively unchanged from last year (2% last year and 4% this year.) •
This years’ survey revealed fewer visitors who live or work downtown than last year (24% vs. 49% respectively.)
Visitors reported visiting downtown West Palm Beach an average of 14.6 times in the past year. This is comparable to prior years (13.4 in 2012 and 16.6 in 2011). MAIN REASON FOR VISIT Almost one-half of surveyed visitors1 report that an event is their primary reason for visiting downtown West Palm Beach; work (18%) and shopping (12%) are also mentioned frequently. •
In both 2012 and 2013, visitors were surveyed at Clematis By Night during the time the tree lighting was taking place. This year, most of these visitors cited the tree lighting as the main reason for their visit – which was not the case in 2012. Additionally, a high number of visitors surveyed in the Clematis District on Saturdays cited the Greenmarket as the main reason for their visit.
•
Dining as a primary reason fell dramatically this year (from 28% in 2012 to 6% in 2013).
•
As would be expected visitors surveyed during Special Event times cite the event itself as their primary reason for visiting.
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excluding those surveyed at special events
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Summary of Findings ALL REASONS FOR VISIT Events (63%) and dining (36%) were the major components of a visit to downtown West Palm Beach in 2013. Dining as a reason fell dramatically from 2012 (53% to 36%). •
In terms of specific reasons, the tree lighting (25%) and the Greenmarket (19%) garnered the most mentions.
•
Duffy’s (5%) and Starbucks (5%) were cited most frequently as downtown WPB destinations for dining and/or coffee.
In 2013 , events (45%) and dining (32%) continued to be top draws to the downtown area; events being partially influenced by the tree lighting event during Clematis By Night and the Greenmarket events held near the Clematis District on Saturday mornings. 2
•
Excluding special events, Panera Bread (8%) is cited most frequently as a downtown WPB dining destination.
PLACES EVER VISITED When 2013 visitors were asked what places in downtown West Palm Beach they have ever visited, special events (75%) were recalled most often. In particular, the Greenmarket was cited by 30% of visitors, 28% cited the Tree Lighting, 12% cited SunFest, and 10% cited Screen on the Green. •
The percentage of visitors saying they have ever visited dining establishments in downtown West Palm Beach has declined (from 78% in 2012 to 39% in 2013); partially a result of those citing the tree lighting at Clematis By Night.
•
Visitors with children are more likely to report having visited downtown West Palm Beach for an event (89%) than those without children (70%); Screen on the Green in particular (23% vs. 6%).
•
Non-Hispanic visitors are more likely to report having visited downtown West Palm Beach for the Greenmarket (33%) than Hispanics (12%).
Other specific places that visitors frequently mention having visited include: CityPlace (9%), Macy’s (8%), and Duffy’s (8%); 10% state they visit for multiple reasons. February 2014
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excluding those surveyed at special events
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Summary of Findings CHARACTERISTICS OF THE VISIT Most downtown WPB visitors arrive by car (87%) which is an increase from last year (76%). As compared to last year, fewer visitors are walking to downtown (8% this year vs. 18%) or arriving by bicycle (1% this year vs. 4%). It takes an average of 18.8 minutes for visitors to get to downtown West Palm Beach, which is longer than reported in 2012 (16.7 minutes.) •
Those living in fairly close proximity to downtown (i.e. Zip codes 33401 and 33405) have the shortest average travel times (7.9 minutes and 11.4 minutes respectively).
On average, visitors are spending 3.5 hours downtown, which is at parity with last year (3.2 hours). •
As seen last year, visitors to CityPlace tend to spend the longest time in the area (3.9 hours) and Special Event visitors tend to stay the shortest time (3.2 hours).
On average, downtown visitors are spending $54.48 while there. This represents a downward trend from prior years ($66.67 in 2012 and $75.14 in 2011). •
While visitors to CityPlace are spending less than they did last year ($105.83 vs. $170.28 on average), they continue to spend more than visitors to the Clematis District ($49.75) and visitors to Special Events ($44.19).
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Summary of Findings IMAGE - DESCRIPTORS When asked to describe downtown West Palm Beach, 2013 visitors continue to be overwhelmingly positive with 93% providing a positive and only 4% saying something negative. •
Visitors to the Clematis District are less likely to provide a positive description of downtown West Palm Beach (82%) than those visiting CityPlace or a special event (100% each).
•
The percentage of visitors who describe downtown as ‘fun/nice place to visit’ and ‘beautiful’ have increased significantly (35% and 11%, respectively) compared to the prior year (24% and 6%, respectively).
•
As compared to last year, fewer visitors provide downtown descriptors related to ‘food/drink’ (from 10% to 5%) and ’a family-oriented area’ (from 8% to 4%).
IMAGE - STRENGTHS When asked specifically to provide the area’s strong points, the most frequently mentioned topics center on atmosphere/environment (28%), food/drink (19%) and events (19%). Events were cited more frequently than last year (12%) and food/drink was cited less (29%). •
In terms of specific strengths, the Waterfront was cited more often as a strength this year than last (11% vs. 3%), as were the stores (7% vs. 2%) and the fountains (6% vs. 1%).
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Summary of Findings IMAGE - WEAKNESSES When asked specifically to provide the area’s weak points, the most frequently mentioned topics center on parking (35%), and additions needed (13%). Although fewer than last year (36%), just over one-quarter of surveyed visitors stated that there are no weak points (27%). •
The number of visitors citing parking as a weak point has increased significantly since last year (from 14% to 35%).
•
Safety is less of a concern this year among visitors to Special Events (9% vs. 20% last year). However it is more of a concern among CityPlace visitors (15% this year vs. 0% last year).
RATINGS OF DOWNTOWN WEST PALM BEACH Atmosphere (71%), ease of finding your way around (65%), safety during the day (64%), and special events (64%) receive the most positive (Top 2 Box) ratings. As seen last year, all parking related attributes garner the fewest positive (Top 2 Box) ratings, with parking fees on special event days ranking the lowest (24%). •
All attributes were rated lower in 2013 than in 2012. The largest drops are seen in: o o o o o o o
Availability of parking on non-event days (32% top 2 box vs. 69% in 2012) Parking fees on non-event days (29% top 2 box vs. 63% in 2012) Parking fees on event days (24% top 2 box vs. 56% in 2012) Availability of parking on event days (28% top 2 box vs. 59% in 2012) Quality of restaurants (52% top 2 box vs. 81% in 2012) Entertainment (56% top 2 box vs. 81% in 2012) Cleanliness (60% top 2 box vs. 84% in 2012)
•
Other than the parking-related attributes where an increase in low (1-2) ratings is evident, most of these declines can be attributed to ratings shifting toward the middle of the scale (6-8).
•
These declines are primarily evident among CityPlace and Clematis District visitors. February 2014
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Summary of Findings PARKING Overall, 56% of visitors find parking fees to have no impact on their decision to visit downtown West Palm Beach. As well, 58% find parking availability to have no impact on their decision. From 2012 to 2013, there was a considerable increase in the frequency of visitors stating that parking fees (from 10% to 19%) and parking availability (from 11% to 20%) have a major impact on their decision to visit. Most visitors expect to pay less than $2 per hour or about $5 per day for typical non-event related parking and about $3 per hour or $7 per day for special event parking.
SAFETY Eighty-seven percent of visitors to downtown West Palm Beach are not aware of any recent media stories concerning safety or security in the downtown area. This is comparable to last year (84%). •
Most visitors could not provide a suggestion on how the City might improve perceptions of safety (57%); the most common suggestion was simply to add more security (23%).
•
Awareness of media stories concerning safety and security in the downtown area does not appear to have impacted perceptions of safety. Satisfaction with safety, whether day or night, is comparable among those who have been exposed to these media stories and those have not been exposed to them.
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Summary of Findings FUTURE VISITATION At 78% (rated 9 or 10 on a 1-10 likelihood scale), likelihood to visit downtown West Palm Beach again in the future remains high and comparable to last year (80%). This year CityPlace visitors are least likely rate Top 2 Box in terms of future visitation (71% compared to 77% for Special Event visitors and 82% for Clematis District visitors). When asked what would encourage future visitation, 45% could not think of anything; an increase compared to last year (35%). Among those who did answer, events (24%, more events, more family events, etc.), stores (7%, more stores, etc.), and parking (7%, more parking, free parking, etc.) were most frequently cited. SUGGESTIONS – ADDITIONAL OFFERINGS In terms of additional downtown West Palm Beach offerings, the most popular suggestions include the addition of casual dining (28%), coffee/café shops (15%), and book/music stores (15%). •
As compared to 2012, fewer visitors in 2013 suggested adding children’s clothing stores (from 28% to 9%), bars and nightclubs (from 17% to 9%), and electronics stores (from 22% to 6%) to downtown West Palm Beach.
•
In addition to casual dining (38%), visitors to CityPlace suggest adding a book/music store to downtown West Palm Beach (29%).
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Summary of Findings FAVORITE SHOPPING/ENTERTAINMENT AREAS The Mall at Wellington Green is cited by 28% of downtown West Palm Beach visitors as their favorite area for shopping and/or entertainment; a significant increase from 2012 (16%). CityPlace remains a top mention but is mentioned by fewer visitors than in 2012 (from 33% in 2012 to 21% in 2013). SOURCES FOR LOCAL EVENTS, SHOPPING, DINING, AND ENTERTAINMENT Newspapers (47%), The Palm Beach Post (43%) in particular, and television (37%) are the most commonly cited channels of local news and information about local events, shopping, dining, and entertainment. •
Hispanic visitors report using social media for news, etc. more so than non-Hispanics (96% vs. 70%).
RESIDENCY While most visitors are year round Palm Beach County residents (84%), this represents a decline as compared to last year (95%); 8% are seasonal residents and 9% are non-residents. •
There were fewer seasonal residents and non-residents in 2012 (each 2%)
•
Forty-five percent of downtown West Palm Beach visitors live in West Palm Beach.
DEMOGRAPHICS Downtown West Palm Beach visitors tend to be homeowners (67%), under 35 (31%) or 35-49 (31%), and either married (50%) or single (36%). The demography of surveyed visitors differed considerably from 2012 to 2013 in terms of the following: • • •
Hispanic ethnicity – declined from 21% to 11% No children in household – increased from 51% to 75% Average age – increased from 40 to 44 years old February 2014
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Visitation
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First Time Visitation to West Palm Beach 2012
2013
2011
Repeat Visitors 98%
Repeat Visitors 96%
Repeat Visitors 86%
First time visitors 4%
49% Live/Work in downtown WPB
24% Live/Work in downtown WPB
34% Live/Work in downtown WPB
n=251
n=254
n=250
Clematis Street (C)
CityPlace (B)
Special Events (A) 81% BC
23% B
16%
3%
44%
9%
First Time
Repeat
6%
0%
2012 (n=112)
2011 (n=52)
Live/Work Downtown
59%A
2013 (n=34) First Time
2012 (n=28) Repeat
2011 (n=52) Live/Work Downtown
53%
39%
29%A
33%
3%
2013 (n=124)
68%
58%59%
54% 46%
50% 41% A
56%C 41%
First time visitors 14%
First time visitors 2%
34% 13%
3%
3% 2013 (n=96) First Time
2012 (n=111) Repeat
2011 (n=146)
Live/Work Downtown
Significantly higher compared to 2013 Significance Testing at 95% Level of Confidence Between the Columns (A/B/C) Significantly lower compared to 2013
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Visitation Frequency and History Among Repeat Attenders who do not live or work downtown
2013 Repeat Visitors – Visitation History
Total n=182 (A)
Special Event n=100 (B)
2012
City Place n=17 (C)
Clematis District Total n=65 n=121 (D) (E)
Special Event n=63 (F)
2011
City Place n=15 (G)
Clematis District n=43 (H)
Total n=130 (I)
Special Event n=23 (J)
City Place n=30 (K)
Clematis District n=77 (L)
How many times would you say you have visited downtown West Palm beach in the past year? Average number of visits
14.6
12.9
13.8
17.5
13.4
11.4
14.9
15.8
16.6
18.1
14.3
16.8
When was the last time you came to downtown West Palm Beach? Past week
26%
26%
29%
25%
13%
10%
7%
21%
21%
9%
33%J
20%
Past month
37%
34%
29%
45%
28%
30%
27%
26%
34%
44%
20%
36%
Past 3 months
20%
19%
35%
17%
41%
40%
47%
42%
16%
26%
10%
16%
Past year
13%
16%
6%
11%
13%
16%
13%
9%
19%
17%
20%
18%
Longer ago than past year
3%
4%C
0%
2%
4%
5%
7%
2%
10%
0%
17%J
10%J
Significantly higher compared to 2013 Significantly lower compared to 2013
February 2014
Capital letters indicate a significant difference across venues
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Main Reasons for Visiting the Downtown Area Excluding Data Collected at Special Events
What is your MAIN reason for visiting the downtown area today? (Top Mentions)
2013 n=130 2012 n=139 2011 n=198
45% 28%
14%
18%
22% 17% 12%
11%
Events
24%
Work
8%
8%
Shopping/Stores
6%
4% Dining
7%
8%
Entertainment
2013 Top Mentions
21% Tree lighting 12% Greenmarket 12% Events (general)
11% Shopping/stores (general)
SPECIAL EVENT VISITORS: • 91% of Greenmarket visitors stated that their primary reason for the visit was for the Greenmarket. (n=32) • 22% of Screen on the Green visitors stated that their primary reason for the visit was for the Screen on the Green. (n=32) • 66% of tree lighting visitors stated that their primary reason for the visit was for the tree lighting. (n=32)
February 2014
5% Breakfast/Lunch/Dinner (not specific)
Significantly higher compared to 2013 Significantly lower compared to 2013
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Reasons for Visiting the Downtown Area Total Places - have visited/will visit today in the downtown area (Top Mentions) 2013 n=254 2012 n=251 2011 n=250
63%
56% 53%
47%
36% 30%
26%
18%15%
Events
Dining
Shopping/ Stores
25% 20% 15%
Other locations
15% 9% 12% Work Related
17%18%
22%
17%19%
6% Coffee/Ice cream
Other
2013 Top Mentions
25% Tree Lighting 19% Greenmarket 10% Screen on the Green 9% Events (general)
5% Duffy’s 4% Panera Bread 4% Sloan’s 4% Rocco’s Tacos 4% Pizza Girls 4% To come have breakfast, lunch or dinner
8% Shopping (general) 3% Macy’s
4% Sand Sculptures 3% CityPlace 3% Clematis
5% Starbucks
3% To have a good time 3% To visit
Significantly higher compared to 2013 Significantly lower compared to 2013
Multiple Responses Accepted
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Reasons for Visiting the Downtown Area Excluding Data Collected at Special Events
Total Places - have visited/will visit today in the downtown area (Top Mentions) 2013 n=130 2012 n=139 2011 n=198
60% 59% 45% 32% 21% 12%
Events
Dining
30% 20%20%
Shopping/Stores
22% 18% 18%
Work Related
27% 19% 9% Other Locations
22%19%
5% 9% 9% Entertainment
4% 7% 4%
4% Coffee/Ice Cream Shops
Bars/Nightclubs
2013 Top Mentions
21% Tree lighting 15% Greenmarket 12% Events (general)
8% Panera Bread 5% To come have breakfast, lunch or dinner 5% Restaurants (general) 4% Duffy’s
11% Shopping (general) 3% Macy’s 3% A/X Armani Exchange
2% Water fountain 2% Sand sculptures 2% Library 2% Clematis Street
3% Starbucks
3% World of Beers
Significantly higher compared to 2013 Significantly lower compared to 2013 Multiple Responses Accepted
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Reasons for Ever Visiting the Downtown Area Places EVER visited in the downtown area (Among those who have visited but do not live or work downtown) (Top Mentions) 2013 n=182 2012 n=121 2011 n=130
83%
82% 75%76%
78% 60% 39%
38% 25%
42% 30%
31% 23%26%
13%
Events
Dining
Other Locations
Entertainment
22%25% 9%
Shopping/ Stores
Coffee/ Ice Cream Shops
7%
26% 25% 15%
22% 18%
Bars/ Nightclubs
Other
2013 Top Mentions
30% Greenmarket 28% Tree Lighting 12% Sunfest 10% Screen on the Green 10% Events (general)
8% Duffy’s 7% Cheesecake Factory 6% To come have breakfast, lunch or dinner 6% Rocco’s Tacos 5% Sloan’s
9% CityPlace 7% Clematis Street 6% The library
4% Muvico 3% Kravis
8% Macy’s 8% Shopping (general)
7% Starbucks
3% Bar Louie
10% Multiple reasons
Significantly higher compared to 2013 Significantly lower compared to 2013 Multiple Responses Accepted
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Characteristics of the Visit
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Characteristics of Visit Methods of Travel to Downtown Area 2013 n=254 2012 n=251 2011 n=250
87% 76% 80%
8% Car
18%
14%
Walk
2% 1% 3%
2% 0% 0%
1% 4% 2%
0% 0% 1%
0% 0% 0%
0% 1% 1%
Bus
Tri-rail
Bicycle
Motorcycle/ Scooter
Taxi
Other
2013 Characteristics of the Visit
Total n=254 (A)
Special Event n=124 (B)
2012
City Place n=34 (C)
Clematis District n=96 (D)
20.6 min
20.1 min
2011
Total n=251 (E)
Special Event n=112 (F)
City Place n=28 (G)
Clematis District n=111 (H)
Total n=250 (I)
Special Event n=52 (J)
City Place n=52 (K)
Clematis District n=146 (L)
16.7 min
15.9 min
20.5 min
16.5 min
17.5 min
18.0 min
17.9 min
17.2 min
3.0 hrs
3.9 hrs F
3.3 hrs
3.7 hrs
3.1 hrs
4.1 hrs J
3.8 hrs J
$67.18 F
$75.14
$98.75 KL
$64.88
$70.38
n=250
How long did it take you to get here today? Average
18.8 min
17.4 min
Approximately how much time in total do you plan on spending here today? Average
3.5 hrs
3.2 hrs
3.9 hrs.
3.8 hrs B
3.2 hrs
About how much, in total, will your party have spent in the downtown West Palm Beach area during this visit? Average
$54.48
$44.19
$105.83 BD
$49.75
Significantly higher compared to 2013 Significantly lower compared to 2013 February 2014
$66.67
$41.75
$170.28 FH
Capital letters indicate a significant difference across venues
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Travel Time 2013 Residency and Average Travel Time of Visitors by Zip Code (Top Mentions)
33410 5% PBG
17.6 min 33407 5% WPB, RB 33409 5% WPB
16.4 min
33415 5% WPB 33411 10% WPB, Haverhill
13.3 min 15.0 min Downtown WPB
21.4 min
7.9 min 33401 7%
22.2 min
WPB
11.4 min
33414 7% Wellington
33405 4% WPB
WPB = West Palm Beach RB = Riviera Beach PBG = Palm Beach Gardens
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Image
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Image - Descriptors
Descriptors of Downtown West Palm Beach (Top Mentions)
2013
2012
2011
Total n=254
Total n=251
Total n=250
How would you describe downtown West Palm Beach to someone who had never been here before? Positive Descriptors (Net) “It’s a place to come and relax.”
General Descriptors (Subnet)
93%
55%
44%
32%
35%
24%
14%
- Beautiful
11%
6%
0%
- Relaxing
7%
8%
8%
19%
26%
32%
- Lots to do/lots going on
11%
8%
8%
- Family oriented area/fun for all ages
4%
8%
10%
13%
22%
27%
8%
4%
8%
9%
13%
18%
- Safe/secure/has police present
3%
5%
6%
- Clean
3%
4%
8%
5%
10%
25%
Neutral Descriptors (Net)
6%
0%
8%
Negative Descriptors (Net)
4%
6%
10%
Atmosphere/Environment (Subnet) - Active/busy environment Clean/Organized/Safe (Subnet)
Food/Drink (Subnet)
Significantly higher compared to 2013 Significantly lower compared to 2013
February 2014
96%
- Fun/nice place to visit
Activities/Things to Do (Subnet)
“It has a feel of coming back to life' small town.”
93%
“Waterfront is beautiful.”
“A mixed area, architecturally pleasant, not hectic, accessible.”
Multiple Responses Accepted
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Image - Descriptors Special Event Descriptors of Downtown West Palm Beach (Top Mentions)
2013 n=124 (A)
2012 n=112 (B)
CityPlace 2011 n=52 (C)
2013 n=34 (D)
2012 n=28 (E)
Clematis District 2011 n=52 (F)
2013 n=96 (G)
2012 n=111 (H)
2011 n=146 (I)
How would you describe downtown West Palm Beach to someone who had never been here before? Positive Descriptors (Net) “Beautiful downtown area, very organized.”
“The place to be on Saturday morning.”
100%G
98%
92%
100%G
89%
90%
82%
95%
94%
62%G
40%
23%
56%
25%
50%CI
45%
53% E
29%
35%
21% E
6%
41%
7%
23% C
32%
30% E
13%
- Beautiful
14%
5% E
0%
12%
0%
0%
6%
9% E
0%
- Relaxing
11%G
7%
4%
6%
7%
10%
3%
8%
8%
20%
30%
29%
15%
25%
31%
19%
21%
33%
- Lots to do/lots going on
11%
8%
10%
12%
14%
8%
9%
7%
7%
- Family oriented area/fun for all ages
6%D
9%
15%
0%
4%
8%
2%
8%
10%
15%
22%
39%F
12%
32%
15%
10%
20%
27%
9%
3%
15%F
6%
4%
2%
7%
5%
7%
9%
12%
6%
9%
29%
27%C
8%
11%
19%C
- Safe/secure/has police present
2%
5%
0%
3%
11%
10% C
4%
3%
7%C
- Clean
2%
2%
2%
6%
7%
10%
3%
5%
9%C
6%
10%
17%
3%
11%
12%
4%
9%
32%CF
Neutral Descriptors (Net)
2%
1%
4%
0%
0%
15%C
13%AD
0%
7%
Negative Descriptors (Net)
2%
1%
10%
3%
18% B
6%
8%A
9%B
11%
General Descriptors (Subnet) - Fun/nice place to visit
Activities/Things to Do (Subnet)
Atmosphere/Environment (Subnet) - Active/busy environment Clean/Organized/Safe (Subnet)
Food/Drink (Subnet)
Significantly higher compared to 2013 Significantly lower compared to 2013
Capital letters indicate a significant difference across venues Multiple Responses Accepted
February 2014
Profile Marketing Research
28
Image - Strengths 2013
2012
2011
Total n=254
Total n=251
Total n=250
28%
24%
22%
The waterfront
11%
3%
0%
Beautiful environment/scenery
4%
5%
4%
The atmosphere
4%
3%
4%
Food/Drink (Net)
19%
29%
28%
Restaurants (general)
13%
12%
7%
Variety of restaurants
3%
12%
8%
Strengths of Downtown West Palm Beach (Top Mentions) What would you say are the downtown area’s strong points? Atmosphere/Environment (Net)
“Offers a lot of events and family oriented.” “There's so much to see and do.”
Events (Net)
19%
12%
16%
The events (general)
9%
6%
9%
Events for all ages/families
4%
0%
2%
General Positive (Net)
14%
9%
16%
Activities/Things to Do (Net)
13%
16%
12%
Many things to do/places to go
8%
9%
5%
Entertainment
4%
4%
2%
Amenities/Facilities (Net) Beautiful fountain and intracoastal areas they fixed up Clean/Organized/Safe (Net) The cleanliness/how clean it is
11%
3%
7%
6%
1%
2%
7%
8%
13%
3%
4%
7%
Stores/Shopping (Net)
7%
6%
9%
The stores (general)
7%
2%
4%
Significantly higher compared to 2013
“Plenty of places to eat and sit.”
“One of the few places in Florida with a genuine downtown.”
Multiple Responses Accepted
Significantly lower compared to 2013
February 2014
Profile Marketing Research
29
Image - Strengths Special Event Strengths of Downtown West Palm Beach (Top Mentions)
2013 n=124 (A)
CityPlace
Clematis District
2012 n=112 (B)
2011 n=52 (C)
2013 n=34 (D)
2012 n=28 (E)
2011 n=52 (F)
2013 n=96 (G)
2012 n=111 (H)
2011 n=146 (I)
What would you say are the downtown area’s strong points? Atmosphere/Environment (Net) “Love the waterfront along Flagler.”
29%
29%
29%
27%
29%
15%
28%
19%
22%
The waterfront
9%
3%
0%
3%
0%
0%
17%D
5%E
0%
Beautiful environment/scenery
3%
4%
0%
3%
7%
6%
5%
5%
4% C
The atmosphere
7%DG
2%
6%
0%
7%
6%
1%
4%
3%
16%
27%
15%
21%
14%
19%
23%
34% E
36% CF
Restaurants (general)
10%
9% E
6%
15%
0%
4%
16%
19%BE
8%
Variety of restaurants
3%
12%
6%
3%
14%
6%
2%
12%
9%
Food/Drink (Net)
Events (Net)
“There's always something going on.”
15%D
15% E
23% F
0%
0%
4%
29%AD
11% E
17% F
The events (general)
7%D
6% E
17% F
0%
0%
4%
16%AD
8% E
8%
Events for all ages/families
7%D
1%
2%
0%
0%
0%
3%
0%
3%F
General Positive (Net)
13%
8%
14%
24%
14%
15%
12%
8%
18%
Activities/Things to Do (Net)
13%
18%
12%
12%
18%
21%
13%
14%
10%
9%
9%
10%
6%
11%
10%
6%
8%
1%
4%D
3%
2%
0%
4%
2%
6%D
6%
3%
11%
5%
4%
12%
4%
14%
12%
2%
6%
5%
2%
4%
6%
0%
0%
7%
0%
1%
Many things to do/places to go Entertainment Amenities/Facilities (Net) Beautiful fountain and intracoastal areas they fixed up Clean/Organized/Safe (Net)
11%G
9%
8%
3%
11%
21% C
3%
6%
12%
6%G
6%
4%
3%
4%
12% C
0%
3%
6%
Stores/Shopping (Net)
7%
6%
10%
15%
11%
15%
4%
5%
6%
The stores (general)
7%
1%
4%
12%
0%
4%
4%
5% E
3%
The cleanliness/how clean it is
Significantly higher compared to 2013
Capital letters indicate a significant difference across venues
Significantly lower compared to 2013
February 2014
Multiple Responses Accepted
Profile Marketing Research
30
Image - Weaknesses 2013
2012
2011
Total n=254
Total n=251
Total n=250
35%
14%
19%
Parking (general)
25%
0%
0%
Parking is a hassle/Hard to find spots
6%
10%
8%
Parking is too expensive
3%
3%
12%
Additions Needed (Net)
13%
20%
24%
Need Stores (Subnet)
5%
8%
11%
5%
6%
6%
Need Entertainment/Events/ Activities (Subnet)
2%
4%
4%
Need Restaurants (Subnet)
2%
2%
2%
10%
12%
5%
6%
6%
2%
Traffic Control (Net)
7%
8%
3%
Too much traffic
Weaknesses of Downtown West Palm Beach (Top Mentions) What would you say are the downtown area’s weak points? Parking (Net) “Parking garage is too expensive.”
“Shopping is getting worse. Disappointed that Barnes and Noble left.”
- Not enough stores/too many vacant buildings
Safety (Net) Need more security/Police/Too much crime
4%
3%
1%
Crowded (Net)
2%
6%
2%
Expensive (Net)
2%
6%
4%
Other (Net) (advertise more, etc.)
6%
5%
2%
No weak points
27%
36%
37%
Significantly higher compared to 2013 Significantly lower compared to 2013
February 2014
“Some of the parallel streets are too dismal and dark, need to be modernized.”
“Activities are not as advertised as they should be.”
Multiple Responses Accepted
Profile Marketing Research
31
Image - Weaknesses Special Event Weaknesses of Downtown West Palm Beach (Top Mentions)
2013 n=124 (A)
CityPlace
2012 n=112 (B)
2011 n=52 (C)
2013 n=34 (D)
Clematis District
2012 n=28 (E)
2011 n=52 (F)
2013 n=96 (G)
2012 n=111 (H)
2011 n=146 (I)
What would you say are the downtown area’s weak points? Parking (Net)
28%
18%
15%
29%
7%
29%
47%A
11%
16%
Parking (general)
17%
0%
0%
15%
0%
0%
39%AD
0%
0%
Parking is a hassle
7%
12%
8%
12%
7%
15%
2%
8%
6%
Parking is too expensive
2%
5% E
6%
3%
0%
17%C
4%
2%
12%
Additions Needed (Net)
14%
13%
29% F
6%
11%
12%
14%
18%
26% F
Need Stores (Subnet)
3%
4%
12% F
6%
4%
2%
7%
13% A
14% F
3%
4% E
10% F
6%
0%
0%
7%
10% E
6% F
- Not enough stores/too many vacant buildings Need Entertainment/Events/ Activities (Subnet) Need Restaurants (Subnet) Safety (Net) Need more security/Police/Too much crime
4%D
5%
4%
0%
7%
0%
1%
3%
6% F
3% DG
2%
2%
0%
0%
4%
0%
4%E
2%
9%
20% EH
4%
15%
0%
4%
9%
6% E
6%
5%
11% EH
4%
15%
0%
2%
5%
3%
1%
Traffic Control (Net)
10%G
9%
10% F
9%
4%
0%
2%
8%
1%
Too much traffic
6%G
5%
4%
9%
4%
0%
1%
1%
0%
Crowded (Net)
1%
4%
2%
0%
18%
6%
4%D
5%
1%
Expensive (Net)
2%
2%
4%
3%
11%
8%
3%
8% B
2%
Other (Net) (advertise more, etc.)
7%
5%
4%
6%
4%
0%
6%
5%
3% F
No weak points
31%
32%
31%
30%
39%
35%
20%
38%
40%
Significantly higher compared to 2013 Significantly lower compared to 2013
February 2014
Capital letters indicate a significant difference across venues Multiple Responses Accepted
Profile Marketing Research
32
Ratings of Downtown West Palm Beach
February 2014
Profile Marketing Research
33
Ratings of Downtown West Palm Beach 2013
2012
2011
Total n=254
Total n=251
Total n=250
Atmosphere
71%
88%
92%
Ease of finding your way around
65%
76%
83%
Safety during the day
64%
85%
94%
Special events
64%
81%
85%
Cleanliness
60%
84%
90%
Restaurant choices
59%
81%
82%
Accessibility (getting to your destination)
59%
73%
85%
Quality of shopping establishments
58%
72%
78%
Entertainment
56%
81%
82%
Variety of shopping establishments
52%
75%
71%
Quality of restaurants
52%
81%
87%
Safety during the evening/at night
48%
71%
83%
Availability of parking on typical, non-event days
32%
69%
NA
Parking fees on typical, non-event days
29%
63%
NA
Availability of parking on special event days
28%
59%
NA
Parking fees on special event days
24%
56%
NA
Ratings of Downtown West Palm Beach Top 2 Box (rating 9 or 10 on a 10 point scale)
Significantly higher compared to 2013 Significantly lower compared to 2013
February 2014
Profile Marketing Research
34
Ratings of Downtown West Palm Beach Special Event
CityPlace
Clematis District
2013 n=124 (A)
2012 n=112 (B)
2011 n=52 (C)
2013 n=34 (D)
2012 n=28 (E)
2011 n=52 (F)
2013 n=96 (G)
2012 n=111 (H)
2011 n=146 (I)
Atmosphere
71%
80%
90%
79%
96% B
96%
68%
94% B
92%
Ease of finding your way around
60%
69%
75%
65%
93%BH
98% CI
71%
78%
81%
Safety during the day
67%
72%
96%
50%
96% B
98%
66%
95% B
93%
Special events
65%
80%
87%
53%
82%
94% I
67%
80%
81%
Cleanliness
57%
73%
71%
59%
96% B
100% CI
64%
91% B
93%C
Restaurant choices
62%
73%
67%
50%
93% B
90% C
58%
85% B
84% C
Accessibility (getting to your destination)
54%
64%
73%
59%
79%
90% C
66%
81% B
88% C
Quality of shopping establishments
58%
69%
52%
50%
82%
90% C
62%
73%
84% C
Entertainment
60%
74%
71%
59%
93% B
94% CI
50%
84%
81%
Variety of shopping establishments
51%
70%
44%
50%
86% B
87% C
55%
77%
75% C
Quality of restaurants
55%
73%
73%
53%
93% B
96% C
48%
86% B
89% C
Safety during the evening/at night
56%G
60%
67%
47%
86% B
96% CI
38%
78% B
84% C
Availability of parking on typical, non-event days
45%G
57%
NA
29%
89% B
NA
16%
76% B
NA
Parking fees on typical, non-event days
42%DG
44%
NA
12%
86% B
NA
19%
78% B
NA
Availability of parking on special event days
37%DG
46%
NA
18%
71% B
NA
20%
69% B
NA
Parking fees on special event days
32%DG
43%
NA
15%
64% B
NA
19%
68% B
NA
Ratings of Downtown West Palm Beach
Top 2 Box (rating 9 or 10 on a 10 point scale)
Significantly higher compared to 2013
Capital letters indicate a significant difference across venues
Significantly lower compared to 2013
February 2014
Profile Marketing Research
35
Parking
February 2014
Profile Marketing Research
36
Impact of Parking on Decisions to Visit What impact would you say parking fees have on your decision to visit downtown West Palm Beach?*
What impact would you say the availability of parking has on your decision to visit downtown West Palm Beach?*
65% 2013 (n=254)
56%
26% 25%
23% 26%
20% 11%
10%
Major impact
Minor impact
Major impact
No impact
Minor impact
2013 CityPlace n=34 (B)
Clematis District n=96 (C)
Special Event n=112 (D)
Parking Fees – Major Impact
15%
21%
24%
Parking Fees – Minor Impact
25%
38%
22%
61%B
41%
Parking Availability – Major Impact
14%
Parking Availability – Minor Impact
26%
Parking Availability – No Impact
61%
Parking Fees – No Impact
Significantly higher compared to 2013
Significantly lower compared to 2013
No impact
2012
Special Event n=124 (A)
Parking* – Impact on Decision to Visit
February 2014
64%
2012 (n=251)
2012 (n=251)
19%
58%
2013 (n=254)
CityPlace n=28 (E)
Clematis District n=111 (F)
13%
4%
10%
27%
25%
23%
54%
61%
71%
67%
24%
26%A
15%E
4%
8%
18%
21%
27%
29%
23%
59%
53%
58%
68%
69%
Capital letters indicate a significant difference across venues
Profile Marketing Research
*Not asked in 2011
37
Reasonable Parking Fees
Parking fees* - Summary of Averages (Among those who rated parking fees less than a 9 or 10 on a 10-point scale)
2013
Total (A)
Special Event (B)
2012
City Place (C)
Clematis District (D)
Total (E)
Special Event (F)
City Place (G)
Clematis District (H)
What do you feel would be a reasonable fee for typical non-event related parking in downtown West Palm Beach? Average hourly fee
$1.18
$1.65CD
$0.77
$0.88
$1.19
$1.38 G
$0.50
$0.84
Average hourly fee (excluding 0)
$1.82
$2.40CD
$1.44
$1.33
$1.82
$2.51 H
$1.00
$0.91
Average daily fee
$3.40
$3.68
$2.44
$3.57
$3.28
$2.95
$2.25
$4.25
Average daily fee (excluding 0)
$5.16
$5.29
$4.40
$5.31
$4.71
$4.66
$4.50
$4.83
What is a reasonable fee for special event related parking in downtown West Palm Beach? Average hourly fee
$2.11
$2.27
$2.44
$1.80
$2.28
$2.62 G
$1.05
$2.01 G
Average hourly fee (excluding 0)
$2.64
$2.82
$3.66 G
$2.12
$2.70
$3.51GH
$1.05
$2.07 G
Average daily fee
$5.95
$5.92
$5.27
$6.30
$6.22
$5.54
$7.00
$7.75
Average daily fee (excluding 0)
$7.28
$7.55
$6.52
$7.33
$7.84
$7.79
$7.00
$8.09
Significantly higher compared to 2013
Capital letters indicate a significant difference across venues
Significantly lower compared to 2013
February 2014
Profile Marketing Research
*Not asked in 2011
38
Safety
February 2014
Profile Marketing Research
39
Safety Are you aware of any recent media stories concerning safety or security in the downtown West Palm Beach area?*
87%
Improvement Suggestions by Perceptions of Safety* (Top Mentions)
84%
2013
2012
Total n=254
Total n=251
2013
What, if anything, do you feel could be done to improve perceptions of downtown West Palm Beach as a safe place to visit?
2012
More Security
23%
18%
More advertising
6%
3%
Clean up the homeless
2%
0%
Improve the parking
2%
0%
Nothing/No changes needed
57%
69%
13%
84% 16% No
Yes
Significantly lower compared to 2013
No “More cops walking the beat.”
February 2014
“Advertise the existing safety.”
Profile Marketing Research
“City should clean up surrounding areas and not allow people to sleep on benches.”
*Not asked in 2011
“More lighting around the streets at night.”
40
Future Visitation
February 2014
Profile Marketing Research
41
Likelihood to Visit in the Future How likely are you to visit downtown West Palm Beach again in the future?
90% 78%
80%
n=254
n=251
n=250
77%
76%
n=124
n=112
Total
86%
83%
94% 82%
83%
n=96
n=111
92%
71%
n=52
Special Event
2013
n=28
n=34
CityPlace
2012
n=52
n=146
Clematis District
2011
Top 2 Box Score
Significantly higher compared to 2013
February 2014
Profile Marketing Research
42
Motivators to Visitation 2013
2012
2011
Total n=254 (A)
Total n=251 (E)
Total n=250 (I)
24%
32%
24%
More events (general)
6%
10%
5%
More kids events/family events
4%
9%
11%
More open/outdoor events
2%
2%
0%
More free events
2%
2%
1%
Motivators to Visitation (Top Mentions) What would encourage you to visit downtown West Palm Beach more often? Events (Net) “More special events and have them start earlier.”
Stores (Net) “Open more shops at CityPlace.”
“Cheaper parking at CityPlace.”
7%
13%
23%
3%
2%
5%
7%
6%
8%
More parking spaces
3%
1%
1%
Offer free parking
2%
4%
6%
6%
7%
11%
More restaurants
2%
3%
2%
Entertainment (Net)
4%
7%
6%
2%
0%
1%
45%
35%
19%
More stores (general) Parking (Net)
Restaurant/Bar/Café (Net)
Need children’s entertainment Nothing/Don’t know
“More kidfriendly events.”
“Knowing of what's going on. Today’s event seemed awesome; I wish I would have known before to fully enjoy it.”
Significantly higher compared to 2013 Significantly lower compared to 2013
February 2014
Profile Marketing Research
43
Motivators to Visitation Special Event Motivators to Visitation (Top Mentions)
2013 n=124 (A)
2012 n=112 (B)
CityPlace 2011 n=52 (C)
Clematis District
2013 n=34 (D)
2012 n=28 (E)
2011 n=52 (F)
2013 n=96 (G)
2012 n=111 (H)
2011 n=146 (I)
31%
21%
25%
23%
18%
34%
23%
What would encourage you to visit downtown West Palm Beach more often? Events (Net)
31%G
31%
More events (general) More kids events/family events
6%
10%
6%
9%
4%
2%
6%
13%
6%
7%D
10%
12%
0%
4%
15%
2%
10%
9%
2%
3%
2%
3%
0%
0%
2%
2%
0%
4%DG
3%
2%
0%
4%
0%
0%
1%
1%
7%
5%
17%
9%
18%
17%
6%
20% B
27%
3%
1%
2%
3%
0%
0%
3%
3%
8% F
More open/outdoor events More free events Stores (Net) More stores (general)
Parking (Net)
7%
8%
4%
12%
4%
17%C
5%
5%
7%
2%
3%
0%
6%
0%
2%
3%
0%
1%
3%D
5% E
2%
0%
0%
12%C
1%
5% E
5%
More parking spaces Offer free parking Restaurant/Bar/CafĂŠ (Net)
7%
5%
6%
6%
4%
14%
4%
10%
12%
More restaurants
4%D
4% E
2%
0%
0%
4%
1%
3%
1%
Entertainment (Net)
2%
7%
8%
9%
11%
4%
3%
5%
6%
2%
0%
4%
3%
0%
0%
1%
0%
0%
39%
38%
12%
32%
43%
21%
57%AD
29%
21%
Need children’s entertainment Nothing/Don’t know
Significantly higher compared to 2013 Significantly lower compared to 2013
February 2014
Capital letters indicate a significant difference across venues
Profile Marketing Research
44
Additional Offerings
February 2014
Profile Marketing Research
45
Suggestions - Additional Offerings In your opinion, which of the following would be important additions to the downtown West Palm Beach area? (Top Mentions)
28% 26%
2013 n=254 2012 n=251 2011 n=250
28% 22%
15% 14%
16% 15%
17% 15%15% 12%
14% 12% 9%
7%
Casual Dining
6%
Coffee shop/ CafĂŠ
7%
Books/ Music Stores
Art Galleries
9%
Children's Clothing
2013
10%
9% 7%6%
Bars and/or night clubs
2012
Big Box/Mass Market Retailer
7% 6% 4%
Fast Food Dining
6%6%7%
6%
6% 4%
Antique Stores
Urban style chains
4%
Electronic store
2011
Multiple Responses Accepted
Significantly higher compared to 2013 Significantly lower compared to 2013
February 2014
Profile Marketing Research
46
Suggestions - Additional Offerings 32% 27% 10%
In your opinion, which of the following would be important additions to the downtown West Palm Beach area? Special Events - Top Mentions
19% 18% 12%
18% 17% 16%
22%
21% 15% 14%
13% 4%
Casual dining
2013 n=124 2012 n=112 2011 n=52
Coffee Shop/Café
Art Galleries
Books and/or music store
Children's Clothing
15% 10% 6%
9%
6% 4%
Bars /Nightclubs Fast Food Dining
14% 8% 7%
10%8% 7%
7% 9% 8%
Fine Dining
Antique Stores
Consignment Shop
2013 n=34 2012 n=28 2011 n=52
CityPlace - Top Mentions
38% 32%
29% 14%
4% Casual Dining
2% Books and/or music store
25% 18%
29%
15% 17%
15% 14% 10%
4% Electronic's Store
18% 12% 10%
18% 12%
12% 7% 8%
0% Coffee Shop/Café
Big Box/Mass Market Retailer
10%
9%
9% 7%
0% Art Galleries
Antique Stores
Urban style chains
Children's Clothing
4%
Home Furnishings
Clematis District - Top Mentions 2013 n=96 2012 n=111 2011 n=146
33% 25% 17% 7% Casual Dining
9%11% 3%
12% 9% 6%
Coffee Shop/Café
Books and/or Music Store
17% 15% 8%
Bars and/or night clubs
16% 12% 6% Art Galleries
29%
15% 10% 5% Children's Clothing
5%
2%
5% 3% 3%
Big Box/Mass Market Retailer
Small Grocery Store/Market
9% 0%
4%
Urban style chains
5%
5%
Electronic's Store
Significantly higher compared to 2013 Significantly lower compared to 2013
February 2014
Profile Marketing Research
Multiple Responses Accepted
47
Lifestyle
February 2014
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48
Lifestyle
2013 Favorite Shopping/Entertainment Areas
Total n=254 (A)
Special Event n=124 (B)
2012
City Place n=112 (C)
Clematis District n=52 (D)
Total n=251 (E)
Special Event n=112 (F)
City Place n=28 (G)
Clematis District n=111 (H)
What is your favorite shopping area, or location that offers a variety such as shopping, dining, and entertainment? The Mall at Wellington Green
28%
30%
18%
28%
16%
17%
21%
14%
CityPlace
21%
16%
47%BD
19%
33%
36%
25%
32%
Clematis Street
15%
13%
9%
20%
17%
15% G
4%
23% G
The Gardens Mall
14%
16%
9%
14%
9%
14% GH
4%
5%
Downtown at the Gardens
4%
7%C
3%
1%
2%
1%
7%
2%
Downtown Lake Worth
4%
1%
3%
7%B
6%
5%
4%
7%
The Boynton Beach Mall
4%
4%
3%
3%
9%
5%
18%
10%
Boca Town Center
2%
2%
3%
2%
5%
4%
11%
5%
Atlantic Avenue
2%
3%C
0%
2%
1%
0%
4%
2%
Worth Avenue
1%
1%
3%
1%
0%
0%
0%
1%
Other
2%
2%
0%
2%
2%
4%
4%
1%
Capital letters indicate a significant difference across venues
Significantly higher compared to 2013 Significantly lower compared to 2013
Multiple Responses Accepted *Question changed in 2012; no comparing to 2011
February 2014
Profile Marketing Research
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Lifestyle
2013 Sources of News and Information (Top Mentions)
Total n=254 (A)
Special Event n=124 (B)
2012 City Place n=34 (C)
Clematis District n=96 (D)
Total n=251 (E)
Special Event n=112 (F)
2011 City Place n=28 (G)
Clematis District n=111 (H)
Total n=250 (I)
Special Event n=52 (J)
City Place n=52 (K)
Clematis District n=146 (L)
What sources do you use for local news and information and for information about local events, shopping, dining, and entertainment?* Newspaper (Net)
47%
44%
50%
50%
48%
42%
36%
58% FG
n/a
n/a
n/a
n/a
43%
40%
44%
46%
46%
41%
36%
54%
n/a
n/a
n/a
n/a
Television
37%
33%
38%
43%
43%
45%
46%
41%
n/a
n/a
n/a
n/a
Social Media
8%
4%
12%
13%
37%
23%
61% F
44% G
n/a
n/a
n/a
n/a
Internet
37%
40%
35%
34%
28%
34% H
29%
22%
n/a
n/a
n/a
n/a
Radio
6%
6%
3%
8%
7%
10%
4%
5%
n/a
n/a
n/a
n/a
73%
79%D
68%
67%
76%
80%
86%
70%
62%
56%
65%
62%
Palm Beach Post
Social Media Usage % Use Social Media
Multiple Responses Accepted Capital letters indicate a significant difference across venues *Question changed in 2012; no comparisons to 2011
Significantly higher compared to 2013 Significantly lower compared to 2013
February 2014
Profile Marketing Research
50
Residency
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51
Residency 2013 Special Events n=124
2013 Palm Beach County Residency Total
7% n=254
8% 9%
There were fewer seasonal residents and non-residents in prior years
11% 83%
2013 CityPlace n=34
6%
84% 85%
9%
2013 Clematis District
Year round resident Seasonal resident Not a resident
n=96
9% 83%
February 2014
Profile Marketing Research
7%
52
Residency 2013
2012
2011
Total n=234
Total n=250
Total n=248
96%
99%
98%
Palm Beach County
89%
97%
94%
West Palm Beach
45%
62%
49%
Zip Code of Residence (Top Mentions among those answering) Florida Resident
33411
10%
6%
5%
33401
7%
33%
28%
33407
5%
6%
8%
33409
5%
2%
2%
33415
5%
4%
2%
33405
4%
1%
0%
11%
16%
17%
3%
6%
4%
8%
3%
8%
Lake Worth 33463
Palm Beach Gardens 33410
5%
1%
1%
Wellington (33414)
7%
4%
6%
Boynton Beach
4%
6%
8%
8%
2%
4%
4%
1%
2%
Not Palm Beach County Out of State Significantly higher compared to 2013 Significantly lower compared to 2013
February 2014
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Demographics
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54
Demographics 2013
2012
2011
Total n=254
Total n=251
Total n=250
Male
43%
39%
44%
Female
57%
61%
56%
Own
67%
55%
60%
Rent
28%
43%
33%
Not a PBC resident
6%
2%
5%
11%
21%
19%
White
80%
76%
69%
Black
13%
14%
9%
Hispanic
3%
6%
15%
Under 35
31%
39%
33%
35 – 49
31%
32%
32%
50 – 64
27%
24%
19%
65+
8%
2%
16%
Average
43.6
40.4
43.9
$69,900
$60,530
Demographics Gender
Home Ownership Status
Hispanic Ethnicity % Yes Race (self-described)
Age
Household Income (among those answering) Average
$72,540
Significantly higher compared to 2013 Significantly lower compared to 2013
February 2014
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Demographics
2013
2012
2011
Total n=254
Total n=251
Total n=250
Single
36%
31%
30%
Married
50%
53%
50%
Living with partner
5%
12%
8%
Separated/divorced
5%
3%
4%
Widowed
3%
1%
8%
Demographics
Marital Status
Number of Children in Household None
75%
51%
57%
1
13%
22%
24%
2
10%
21%
16%
3
2%
6%
3%
4
0%
0%
0%
Significantly higher compared to 2013 Significantly lower compared to 2013
February 2014
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