DOWNTOWN WEST PALM BEACH ON-SITE SURVEY OF VISITORS HARMONY REPORT Prepared for: West Palm Beach DDA
Prepared by: Radius Global Market Research 4020 South 57th Avenue Lake Worth, Florida 33463 561- 965- 8300 www.radius-global.com March 2016
Radius Global Market Research
1
Background & Purpose On February 28th 2016, The West Palm Beach Arts & Entertainment District presented a free performance featuring Ballet Palm Beach and the Palm Beach Symphony.
This report serves to provide a demographic profile of Harmony visitors and to highlight the key findings of this event.
March 2016
Radius Global Market Research
2
Summary of Findings VISITOR PROFILE Harmony visitors differed demographically quite a bit from other surveyed downtown visitors. Some key differences include: • Harmony visitors skewed heavily female (79% vs. 60% among other downtown visitors.) • Harmony visitors were much older than other downtown visitors (57 years on average vs. 44 years among other downtown visitors.)
• Harmony visitors had much higher incomes than other downtown visitors ($73K on average vs. $52K among other downtown visitors.) • Harmony visitors were much less likely to have children (16% vs. 34% among other downtown visitors.)
• Harmony visitors are less likely to reside in West Palm Beach (42% vs. 57% among other downtown visitors) and more likely to reside in Jupiter (10% vs. 2% respectively.) • Harmony visitors are less likely to cite Social Media as a source of information about events (7% vs. 19% among other downtown visitors.)
March 2016
Radius Global Market Research
3
Summary of Findings DETAILS OF VISIT Harmony visitors typically stayed 3.3 hours on average (longer than the 2.1 hours among other downtown visitors). However, Harmony visitors spent significantly less money downtown than other downtown visitors ($43.20 on average, vs. $69.80). Not surprisingly, since their incomes were higher than average downtown visitors, Harmony visitors were more likely to arrive by car than other downtown visitors (79% vs. 67%). Most Harmony visitors visited the downtown area specifically for the show. About a third of them visited downtown area restaurants/cafes while there. Other top places they visited while downtown include CityPlace and Clematis Street. FUTURE DOWNTOWN WPB VISITATION
Three-quarters of Harmony Event visitors indicate that they are likely to visit downtown West Palm Beach again in the future. This compares to just over one-half (56%) among other downtown visitors. LIKELIHOOD TO VISIT FOR ARTS AND CULTURE
Sixty-three percent of Harmony Event visitors state that they are likely to visit arts and cultural venues in downtown West Palm Beach in the next year. This is at a much higher stated rate than other downtown visitors (47%.) March 2016
Radius Global Market Research
4
Visitor Profile - Demographics
Demographics
Harmony Visitors n=62
Gender
Demographics
Harmony Visitors n=62
Marital Status
Male
21%
Single
27%
Female
79%
Married
42%
Living with partner
11%
Home Ownership Status Own
55%
Separated/divorced
7%
Rent
26%
Widowed
7%
Refused/No response
20%
Refused/No response
7%
Number of Children in Household
Ethnicity 13%
None
79%
White
77%
1
2%
Black
10%
2
10%
3+
4%
Hispanic (%yes)
Mixed
2%
Native American/Alaskan Native
2%
Asian/Pacific Islander
0%
Those answering (base)
Other
2%
Average
Don’t know/Refused
8%
Refused/No response
7%
Household Income (among those answering) 42 $73.0 K
Age Average
March 2016
57 years
Radius Global Market Research
5
Visitor Profile - Residency Palm Beach County Residency
Year round resident
6% 8%
Seasonal resident
63%
Not a resident Refused
23%
Zip Code of Residence
Harmony Event n=62
West Palm Beach
42%
Jupiter
10%
Lake Worth/Greenacres
8%
Boynton Beach
7%
Palm Beach Gardens
5%
Delray Beach
3%
Boca Raton
3%
North Palm Beach
2%
Fort Lauderdale
2%
Refused/no answer
19%
March 2016
Radius Global Market Research
6
Lifestyle – Local Information Sources
Sources of Local News and Information (Top Mentions)
Harmony Event n=62
What sources do you use for local news and information and for information about local events, shopping, dining, and entertainment? (unaided) Newspaper (Net) 50% The Palm Beach Post 42% Sun Sentinel 11% Television 26% Internet 23% Social Media (Twitter, Facebook, etc.) 7% Radio 7% Other, incl. Family/friends/word of mouth 29% Social Media Usage % Use Social Media 69% Multiple Responses Accepted
March 2016
Radius Global Market Research
7
Characteristics of Visit Methods of Travel to Downtown Area 79%
11% Car
Walk
2%
0%
0%
2%
0%
2%
Bus
Paid Car Service (Taxi/Uber)
Tri-rail
Bicycle
Motorcycle/ Scooter
Other Harmony visitors n=62
Characteristics of the Visit Harmony Visitors n=62 How long did it take you to get here today? 17.2 min
Average
Approximately how much time in total do you plan on spending here today? Average
3.3 hrs
About how much, in total, will your party have spent in the downtown West Palm Beach area during this visit? Average
March 2016
$43.20
Radius Global Market Research
8
Places Visited In Downtown Area
Other than Harmony, Top Places Harmony Attendees Visited Downtown During Visit: Restaurants/Ice Cream/Coffee – 34% Grease – 8% Duffy’s – 7% Rocco’s Tacos – 7% Pizza Girls – 7% Sloan’s – 7%
CityPlace – 16% Clematis Street – 15% Norton Museum – 8%
March 2016
Radius Global Market Research
9
Future Visitation Likelihood to Visit‌ 76% 63%
Downtown WPB in the future
Arts and Culture Venues in next year Harmony visitors n=62
Motivators to Visitation (Top unaided mentions)
Harmony Visitors n=62
What would encourage you to visit downtown West Palm Beach more often? More events in general More free events Free parking More open/outdoor events More parking spaces More kids/family events March 2016
Radius Global Market Research
37% 31% 27% 15% 13% 11% 10