DOWNTOWN WEST PALM BEACH ON-SITE SURVEY OF VISITORS 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
February 2018
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Table of Contents Page Number
Background & Purpose …………………………………………………………………………
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Methodology.…………..…………………………………………………………………………
4
How to Read This Report………………………………………………………………………
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Summary of Findings……………………………………………………………………………
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Visitation……………………………………………………………………………………….…
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Characteristics of the Visit………………………………………………………………………
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Image….…..………………………………………………………………………………………
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Ratings of Downtown WPB………………………………………………………………………
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Future Visitation………………….……………………………………………………………….
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Additional Offerings……………………………………………………………………………….
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Lifestyle…………………………………………………………………………………………….
35
Residency…………………………………………………………………………………………
39
Demographics ……………………………………………………………………………………
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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, 2013, 2015, and 2017 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
Who? 2017: 246 visitors to Downtown West Palm Beach
What? 10 minute personal intercept survey
How?
When?
Rotation across locations throughout each area
Saturday, November 11, CityPlace Tree Lighting (6pm to 9pm)
$100 gift card to downtown business offered to promote participation
Saturday, November 18, Greenmarket (9am to 1pm) Sunday, November 19, Sunday on the Waterfront (3pm) Thursday, November 30, Clematis District (Holiday in Paradise), (5pm to 9pm) Friday, December 1, Clematis District (10am to 2pm) Friday, December 15, CityPlace (10am to 2pm) Friday, December 15, Screen On The Green (6pm)
Saturday, December 16, Clematis District (10am to 2pm) Friday, January 22, Clematis District (10am to 2pm) February 2018
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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. Sampling error of no greater than +/- 6.3% in total 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. 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: Trending by Survey Year (2011, 2012, 2013, and 2015) Clematis District Time of Day (Lunch, Afternoon, Evening) Demographics Top Areas/Zip Codes of Residence February 2018
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Summary of Findings
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Overview Perceptions of Downtown West Palm Beach appear to be improving among visitors to the area. When asked about the area’s strong points, mentions for nearly all of the features we have been tracking have increased since 2015, with most increasing to a significant degree. Ratings of safety, accessibility, and ease of navigation have also begun to rebound after a sharp decline two years ago, although they are not quite back to pre-2015 levels just yet. Likely related, frequency of visitation is up, doubling from 2015, and there was a sharp increase in likelihood to visit Downtown West Palm Beach again in the future. Additionally, when asked about a number of special events in the area, far more visitors said they had attended and plans to re-attend nearly all of those events than in 2015. Atmosphere and scenery are once again Downtown West Palm Beach’s strongest points, while parking continues to be the area’s biggest weakness. This year, there was also a notable increase in customers complaining that the area doesn’t have enough stores, and ratings of the variety and quality of shopping establishments also decreased considerably. •
The proximity of the recently opened Palm Beach Outlets may have played a part.
•
The most-requested retailers were book and/or music stores, women’s clothing and accessories, supermarkets, and big box stores. February 2018
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Overview Most people we spoke with cited special events, municipal offerings, and work as their main reasons for visiting the area. Although few cited it as a main reason for coming, many also planned to dine out during their visit. Events ranked especially high in terms of offerings that would encourage future visitation, with four of the five most-cited requests centering around some type of event. The only item that outranked requests for various events was free parking. •
Visitors were particularly interested in free events and food-based events.
Except for the Seafood Festival and the Family Fun Fest, awareness of events taking place in Downtown West Palm Beach has risen significantly since 2015. •
In order to continue this increase in awareness, we recommend focusing on using social media as a means to create awareness of events. Although newspapers had previously been the main way visitors learned about local offerings, their popularity has been declining for some time, while use of social media for this purpose has steadily been on the rise (especially for special event visitors).
Efforts to improve the walkability of downtown appear to be working. Most likely related to the City’s recent concerted efforts to increase foot traffic, both bicycle and foot traffic are up this year. February 2018
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Visitation
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First Time Visitation to West Palm Beach Most people visiting downtown continue to be repeat visitors. First-time visitation is relatively low (and is down from 13% two years ago). • Repeat visitation has increased significantly among those surveyed at special events (up from 46% in 2015).
Total 2017 First time visitors, 5%
66% A
62% BC
43%
35%
Special Events (A) (n=117) n=246
46% Live/Work in downtown WPB
28% 6%
3%
Repeat visitors, 96%
First Time
52% A
CityPlace (B) (n=32)
Repeat
5%
Clematis District (C) (n=97)
Live/Work Downtown
Significance Testing at 95% Level of Confidence Between the Columns (ABC) Change versus 2015
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Visitation Frequency and History Among Repeat Visitors who do not live or work downtown
Frequency of visitation doubled since 2015, with an average of 32 visits in the past year. When was the last time you visited downtown West Palm Beach? (Among repeat visitors who do not live/work downtown)
50%
20%
Past week
Past month
14%
10%
Past 3 months
7%
Past year
1%
Longer ago than that
Don't Recall
2017 Analysis By Venue Visitation History
Total 2017 n= 123
Special Events n=72 (A)
CityPlace n=9* (B)
Clematis District n=42 (C)
How many times would you say you have visited downtown West Palm beach in the past year? (among those who have visited in the past year but do not live/work in downtown West Palm Beach) Average number of visits
31.9
33
55.7
24.2
40% 19% 19% C 13% 7% 1%
78% 11% 11% 0% 0% 0%
60% 21% 5% 7% 7% 0%
When was the last time you came to downtown West Palm Beach? (among those who have visited and do not /work/live) Past week Past month Past 3 months Past year Longer ago than past year Don’t recall
50% 20% 14% 10% 7% 1%
Significance Testing at 95% Level of Confidence Between the Columns (ABC) * Caution: low base
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Frequency of visitation increased substantially in 2017 compared to what we observed in 2015 (16 visits), 2013 (19 visits) and 2012 (16 visits).
Change versus 2015
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Main Reasons for Visiting the Downtown Area EXCLUDING Data Collected at Special Events1
Municipal/community offerings ranked number one this year as the main reason for visitors1 to be in the area, usurping events as the main reason in 2015. • The number of people citing dining as their main reason for visiting halved since 2015.
What is your MAIN reason for visiting the downtown area today? (Top Mentions) 33% 23%
22% 15% 9%
Municipal/Community
Events
Work
Municipal/Community 2017 Top Mentions
Clematis
Dining
Events
Other locations
2017 n= 129
Dining
11% Greenmarket
Mandel Library
16%
Starbucks
4%
10%
SPECIAL EVENT VISITORS: • 93% of Greenmarket visitors stated that their primary reason for the visit was for the Greenmarket. (n=30) • 74% of tree lighting visitors stated that their primary reason for the visit was for the tree lighting. (n=27*) • 90% of Sunday on the Waterfront visitors stated that their primary reason for the visit was for Sunday on the Waterfront. (n=20*) • 67% of Screen on the Green visitors stated that their primary reason for the visit was for the Screen on the Green. (n=12*) Change versus 2015
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excluding those surveyed at CityPlace Tree Lighting, Greenmarket , Sunday on the Waterfront, Holiday in Paradise , Screen on the Green
* Caution: low base
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Reasons for Visiting the Downtown Area During their visit, many planned to attend an event, dine out, and visit municipal offerings. Compared to 2015, fewer visitors say they will dine out, shop, or visit entertainment venues or bars. Total Places - have visited/will visit today in the downtown area 60% 42%
41%
14%
Events
Dining
Municipal/Community
Work
7%
5%
Arts & Entertainment
Shopping
9% 2% Bars/Nightclubs
Other locations
2017 n= 246
Events Greenmarket 2017 Top Mentions
Municipal/ Community
Dining 22%
Starbucks
9%
Clematis
8%
Mandel Library
Arts & Entertainment
19%
Muvico
13%
Norton Museum
4% Nine West
Clematis by Night
18%
Pizza Girls
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1%
World of Beer
2% Change versus 2015
February 2018
Bars/ Nightclubs
Shopping
Multiple Responses Accepted
13
1%
Reasons for Visiting the Downtown Area EXCLUDING Data Collected at Special Events
Visitors who were not surveyed at special events typically had plans to visit municipal areas, dine out, and attend an event during their visit. • •
The number of people who said they planned on visiting municipal offerings more than doubled since 2015. There was a noticeable drop in people who said they planned to shop and visit bars/nightclubs during their visit.
Total Places - have visited/will visit today in the downtown area (Top Mentions) 58% 47% 33% 23% 16% 9%
Municipal/Community
Dining
Events
Art & Entertainment
4%
2%
Shopping
Bars/Nightclubs
Other
Work 2017 n= 129
Municipal/ Community 2017 Top Mentions
Clematis
30%
Mandel Library
23%
Events
Dining
Arts & Entertainment
Starbucks
14%
Greenmarket
21%
Pizza Girls
8%
Clematis by Night
11%
Duffy’s
8%
Muvico
7%
Nine West
Change versus 2015
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Bars/ Nightclubs
Shopping
1%
World of Beer
Multiple Responses Accepted
14
1%
Reasons for Ever Visiting the Downtown Area Events, dining, and municipal offerings lead the pack in terms of places ever visited in the downtown area. • •
This year we observed a significant increase in visitors saying they had ever visited the area’s municipal offerings (76% vs. 43% in 2015). At the same time, visitors who claimed to have ever visited the area for shopping declined sharply (24% vs. 45% in 2015).
Places EVER visited in the downtown area (Among repeat visitors who do not live/work downtown) 88% 81%
76% 2017 n= 123
45% 24% 12%
Events
Dining
Municipal/Community
Events Greenmarket 2017 Top Mentions
Clematis by Night
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Municipal/ Community
Dining 49%
Art & Entertainment
Duffy’s
34%
Roccos’ Tacos
32%
Starbucks
30%
43%
Clematis
Bars/Nightclubs
Arts & Entertainment Muvico
44%
Kravis Center
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5%
Work
Other locations
Shopping
Bars/ Nightclubs
28% Macy’s
CityPlace
Change versus 2015
54%
Shopping
2%
15%
World of Beer
19%
Multiple Responses Accepted
15
7%
Awareness of Specific Events (Aided) Most of the visitors we spoke with were aware of Clematis by Night, the Greenmarket, and the Tree Lighting at CityPlace. Awareness of most events increased dramatically compared to 2015, with the only exceptions being the Seafood Festival (for which awareness is unchanged) and the Family Fun Fest (for which awareness declined). • Awareness of the Greenmarket is higher among households without children. • Awareness of Sunday at the Waterfront tends to be higher among older visitors (only 53% of those under age 35 are aware of it vs. 74% among those ages 65+). 2017 Analysis By Venue Total 2017 n=246
Special Events n=117 (A)
CityPlace n=32 (B)
Clematis District n=97 (C)
Clematis by Night/Concert
86%
90%
88%
81%
Greenmarket
83%
84%
72%
86%
Tree Lighting at CityPlace
81%
86%
75%
76%
Sunday on the Waterfront
63%
72% BC
53%
55%
Art after Dark at Norton Museum
47%
54% C
41%
40%
Seafood Festival
38%
46% C
34%
29%
Family Fun Fest at CityPlace
0%
0%
0%
0%
None of the above
3%
3%
6%
2%
Awareness of Specific Events (Aided)
Which of these events have you ever heard of?
Significance Testing at 95% Level of Confidence Between the Columns (ABC)
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Change versus 2015
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Visitation of Specific Events (Aided) Both attendance and plans to re-attend the top three events - the Greenmarket, Clematis by Night, and Tree Lighting at CityPlace - are up significantly compared to 2015. There was also a rise in those saying they would attend Art After Dark and Sunday on the Waterfront again.
Which of these events have you ever attended? Would you attend again in the future, given the opportunity? 67%
64%
63%
59%
Attended Would attend again
52% 45%
39%
34% 20%
18%
19%
17% 0%
Greenmarket
Clematis by Night/Concert
Tree Lighting at City Place
Sunday on the waterfront Art after Dark at Norton Museum
2017 Analysis By Venue
Special Events n=117 (A)
Seafood Festival
CityPlace n=32 (B)
Clematis District n=97 (C)
n=246
0%
Family Fun Fest at City Place
Which of these events have you ever attended? Greenmarket Clematis by Night/Concert Tree Lighting at CityPlace Sunday on the Waterfront Art after Dark at Norton Museum Seafood Festival Would you attend again?
63% 61% 56% 43% 20% 18%
50% 72% 53% 31% 19% 22%
77% AB 64% 49% 36% 21% 19%
Greenmarket Clematis by Night/Concert Tree Lighting at CityPlace Sunday on the Waterfront Art after Dark at Norton Museum Seafood Festival
59% 53% 41% 36% 16% 15%
50% 72% 53% 31% 19% 22%
75% BC 61% 47% 33% 21% 19%
Significance Testing at 95% Level of Confidence Between the Columns (ABC)
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Change versus 2015
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Visitation of Arts and Cultural Venues (Aided) As in 2015, the Kravis Center and the Norton Museum of Art remained the arts and cultural venues most commonly visited. • Visitation to Palm Beach Dramaworks has dropped sharply (from 23% two years ago down to 15% this year).
2017 Analysis By Venue Arts and Cultural Venues Visited (Aided)
Total 2017 n= 246
Special Events n=117 (A)
CityPlace n=32 (B)
Clematis District n=97 (C)
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 Norton Museum of Arts Harriet Himmel Theater Palm Beach Dramaworks Palm Beach Photographic Center Other
58% 32% 15% 15% 11% 6%
58% 35% 14% 15% 9% 8%
Significance Testing at 95% Level of Confidence Between the Columns (ABC)
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59% 38% 25% 25% C 19% 3%
58% 26% 14% 10% 11% 4%
Change versus 2015
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Characteristics of Visit
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Characteristics of Visit Most downtown WPB visitors continue to arrive by car. Arriving via personal car/truck is visitors’ preferred method of transportation. Interestingly the number of visitors saying they arrived via taxi has dropped to zero, while we’ve seen an increase in foot and bicycle traffic. Methods of Travel to Downtown Area 70%
14%
Car
Walk
5%
3%
2%
2%
0%
3%
Bus
Bicycle
Motorcycle/Scooter
Tri-Rail
Taxi
Other 2017 n=246
Preferred Methods of Travel to Downtown Area 70%
12%
My personal car/truck
Walk
5%
4%
Bus
Bicycle
3%
2%
Ride share Motorcycle/scooter (Uber, Lyft)
1%
0%
3%
Tri-rail
Taxi
Other 2017 n=246
Change versus 2015
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Characteristics of Visit At about 23 minutes on average, travel times to reach downtown West Palm Beach are comparable to what we found in 2015 (21 minutes).
2017 Analysis By Venue Characteristics of the Visit
• CityPlace, once again, is drawing visitors from further away.
Visitors are spending about 3 hours in the area, on average, which is up significantly from 2015 (2.4 hours). • Visitors to Clematis are spending significantly more time in the area compared to 2015 (3 hours vs. 1.2 hours)
2017 Total n=246
Special Event n=117 (A)
CityPlace n=32
Clematis District n=97
(B)
(C)
46.8 min
19.1 min
How long did it take you to get here today? Average
23.1 min
19.8 min
Approximately how much time in total do you plan on spending here today? Average
3.0 hrs
2.8 hrs
3.5 hrs
3.0 hrs
About how much, in total, will your party have spent in the downtown West Palm Beach area during this visit? Average
$65.40
$85.40 BC
$41.00
$49.20
Significance Testing at 95% Level of Confidence Between the Columns (ABC)
Downtown visitors spend an average of $65.40 per visit. • In the past, the biggest spenders had been people visiting CityPlace. This year, however, spending at CityPlace and Clematis have both dropped considerably from $77.70 and $71.60 to $41.00 and $49.20 per visit respectively, while spending at special events rose sharply from $61.60 to $85.40 per visit.
Change versus 2015
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Travel Time 2017 Residency and Average Travel Time of Visitors by Zip Code
33458 4% (26.5 minutes)
33411 4% (19.5 minutes) 33404 5% (22.3 minutes)
(Top Zip Codes Visitors Came From)
33407 12% (14.2 minutes) 33401 19% (10.6 minutes) 33409 4% (15.6 minutes) 33417 4% (22.8 minutes) 33405 4% (16.9 minutes) 33414 4% (28.1 minutes)
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Image
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Image – Strengths The atmosphere and scenery continue to be the most frequently cited strengths of the area, followed by events and restaurants. Except for atmosphere, mentions of nearly all tracked strengths increased to some degree since 2015, most significantly so.
What would you say are the area’s strong points?
60%
54% 38%
37% 27%
25%
25%
22%
18%
20%
13%
2017 n= 246
Change versus 2015
Question format changed from open-ended commentary to a pre-list in 2015, resulting in higher response, but proportionally comparable to prior periods. Multiple responses accepted Radius Global Market Research
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Image – Weaknesses The area’s most commonly mentions weak points are once again centered around parking. In particular, 39% say parking is a hassle and 29% say parking is too expensive. • This year there is a definitive increase in visitors complaining about the area’s lack of shopping and entertainment options. • The number of people saying that there is too much traffic in the area was cut nearly in half this year (12% vs. 20% in 2015).
What would you say are the area’s weak points? 39% 29%
25% 13%
12%
11%
15% 7%
6%
2017 n= 246
Change versus 2015
Question format changed from open-ended commentary to a pre-list in 2015, resulting in higher response, but proportionally comparable to prior periods. Multiple responses accepted Radius Global Market Research
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Ratings of Downtown West Palm Beach
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Ratings of Downtown West Palm Beach Atmosphere and safety during the day garnered the highest ratings from downtown visitors this year (65% and 61% top 2 box, respectively). • Parking continues to be a pain point among visitors, with availability of parking and parking fees receiving especially low ratings (12% and 8% top 2 box, respectively). • Perceptions of the quality and variety of shopping establishments has declined considerably since 2015. • Although not quite back to pre-2015 levels, perceptions of safety, accessibility, and ease of navigation have begun to rebound. 2017 Analysis By Venue Ratings of Downtown West Palm Beach
2017 Total n=246
Special Event n=117 (A)
CityPlace n=32
Clematis District n=97
(B)
(C)
65% 61% 55% 55% 54% 53% 50% 46% 44% 32% 31% 31% 12% 8%
74% BC 53% 53% 51% 51% 45% 49% 43% 41% 31% 24% 23% 6% 5%
50% 69% 63% 53% 63% 59% 44% 44% 50% 28% 34% 31% 9% 6%
60% 67% A 55% 59% 54% 60% A 53% 52% 44% 34% 39% A 39% A 21% A 11%
Top 2 Box (rating 9 or 10 on a 10 point scale) Atmosphere Safety during the day Accessibility (getting to your destination) Cleanliness Special events Ease of finding your way around Restaurant choices Quality of restaurants Entertainment Safety during the evening/at night Variety of shopping establishments Quality of shopping establishments Availability of parking** Parking fees**
Significance Testing at 95% Level of Confidence Between the Columns (ABC) **Asked of special event days and typical, non-event days separately prior to 2017
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Change versus 2015
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Future Visitation
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Likelihood to Visit in the Future Likelihood to visit Downtown West Palm Beach again in the future increased significantly this year to 85%, the highest it’s been since 2011. •
Special event visitors are especially likely to say they plan to visit again in the future, as 91% say they have plans to return, up from 58% in 2015.
•
Clematis visitors also saw an increase in likelihood to visit again in the future (77% likely, compared to 45% two years ago).
How likely are you to visit downtown West Palm Beach again in the future? (Top 2 Box score – 9 or 10 out of 10)
85%
TOTAL
91% C
Special Event (A)
84%
CityPlace (B)
Significance Testing at 95% Level of Confidence Between the Columns (ABC)
77%
Clematis District (C )
2017 n=246
Change versus 2015
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Motivators to Visitation Visitors stated that free parking was what would most likely encourage them to visit the area more often. Following that, they would overwhelmingly like to see more events, especially free events. • This year there was a marked increase in visitors requesting free parking and children's entertainment venues.
• Visitors to the Clematis district are especially interested in free parking.
What would encourage you to visit downtown West Palm Beach more often? Free parking
35%
More free events
31%
More events in general
29%
More open/outdoor events
17%
More kids/family events
11%
More restaurants
9%
More entertainment venues in general
9% 8%
Other
Special Event n=117 (A)
CityPlace n=32 (B)
Clematis District n=97 (C)
What would encourage you to visit downtown West Palm Beach more often?
14%
More parking spaces
Nothing/Don't know
Motivators to Visitation (unaided)
15%
More stores
Children's entertainment venues
2017 Analysis By Venue
18% 2017 n= 246
14%
Free parking More free events More events in general More open/outdoor events More kids/family events More stores More parking spaces More restaurants More entertainment venues in general Children's entertainment venues Other Nothing/Don't know
30% 30% 29% 15% 16% 15% 14% 9% 10% 8% 18% 15%
25% 25% 22% 16% 16% 13% 9% 0% 6% 9% 19% 22%
44% A 34% 31% 20% 14% 13% 9% 12% B 8% 7% 17% 10%
Significance Testing at 95% Level of Confidence Between the Columns (ABC) Multiple responses accepted
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Change versus 2015
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Likelihood to Visit for Arts and Culture Around half of the visitors surveys reported that they were likely to visit downtown West Palm Beach in the next year for arts and cultural activities, which is on par with what we observed in prior years. •
Visitors without children at home were more likely to say they were likely to visit the area for arts and cultural activities in the next year.
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.? (Top 2 Box score – 9 or 10 out of 10)
51%
54%
51% 44%
TOTAL
Special Event (A)
CityPlace (B)
Significance Testing at 95% Level of Confidence Between the Columns (ABC)
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Clematis District (C )
2017 n=246
31
Additional Offerings
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Suggestions for Arts and Cultural Events When asked which Arts and Cultural Events taking place elsewhere they would like to see in Downtown West Palm Beach, visitors frequently mentioned Food Festivals (especially Food Truck Invasion), music (jazz, classical, etc.), family events, and art events (sidewalk art/street painting, etc.). Think of arts and cultural events or activities held in another city, downtown district‌and tell me which ones you would consider attending if held in downtown WPB? (Open end question)
Food Truck Invasion
Jazz Music
Food Events/ Food Festivals More Concerts
Classical Music
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Family Events Radius Global Market Research
Art fair/ Art shows
Sidewalk Art Shows/ Street Painting Fest
33
Suggestions - Additional Offerings Casual dining, book/music stores, and women’s clothing/accessories were the most common suggestions for additions to downtown West Palm Beach, followed closely by fast food dining, supermarkets, and big box retailers. In your opinion, what types of businesses would be important additions to the downtown West Palm Beach area? (Unaided - Top 10 Mentions) 14%
13%
13%
12%
12%
11% 9%
Casual dining
Books and/or music store
Women's clothing/accessories
Fast food dining
Supermarket
8%
Big Box/Mass Market Drug store/pharmacy Retailer (e.g. Target, Wal-Mart, etc.)
Coffee shop/Café
7%
7%
Bars and/or night clubs
Men's clothing/accessories
2017 Analysis By Venue Suggestions Additional Offerings Casual dining Books and/or music store Women's clothing/accessories Fast food dining Supermarket Big Box/Mass Market Retailer Drug store/pharmacy Coffee shop/Café Bars and/or night clubs Men's clothing/accessories Question changed to a READ LIST from a DO NOT READ LIST in 2015. Multiple responses accepted
February 2018
2017 n=246
Special Event n=117 (A)
CityPlace n=32 (B)
Clematis District n=97 (C)
13% 15% 15% 7% 6% 6% 8% 11% 6% 7%
6% 6% 3% 6% 22% A 16% 3% 0% 3% 13%
18% 14% 13% 21% A 16% A 16% A 12% 7% 10% 6%
Significance Testing at 95% Level of Confidence Between the Columns (ABC)
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Lifestyle
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Lifestyle – Favorite Area CityPlace and Clematis continue to mentioned most frequently by visitors as favorite areas for shopping, dining, and entertainment. • • •
However, significantly fewer visitors chose CityPlace as their preferred destination for these activities than in 2015 (dropping from 32% down to 22%). Downtown Lake Worth has enjoyed a surge in popularity lately with 14% of visitors favoring this area, up from 6% in 2015. The number of people citing the Mall at Wellington Green as their favorite area for shopping, dining, and entertainment has declined substantially as of late. Only 3% of visitors claimed it as their favorite, the lowest it’s been since we’ve been tracking this metric. 2017 Analysis By Venue Favorite Shopping/ Dining/ Entertainment Areas
Total 2017 n=246
Special Event n=117 (A)
CityPlace n=32 (B)
Clematis District n=97 (C)
What is your favorite shopping area, or location that offers a variety of activities such as shopping, dining, and entertainment? (first mention- unaided) CityPlace
22%
21%
34%
20%
Clematis Street
18%
Downtown Lake Worth
14%
23% B
6%
14%
10%
22%
16%
The Gardens Mall
8%
8%
6%
8%
The Mall at Wellington Green
3%
3%
0%
3%
Atlantic Avenue
3%
5%
0%
1%
The Boynton Beach Mall
2%
3%
3%
1%
Downtown at the Gardens
2%
4% C
0%
0%
Boca Town Center
1%
1%
0%
2%
Harbourside Place (Jupiter)
1%
2%
0%
1%
Worth Avenue
1%
1%
0%
1%
Palm Beach Outlets
1%
0%
6%
0%
Other
25%
19%
22%
33% A
Significance Testing at 95% Level of Confidence Between the Columns (ABC)
February 2018
Radius Global Market Research
Change versus 2015
36
Lifestyle – Areas - Total Mentions Among downtown visitors, CityPlace and Clematis are once again the most frequented locations offering a variety of activities such as shopping, dining, arts, culture, and entertainment. Clematis in particular has seen a rise in visitation, increasing considerably from 30% in 2015. • Since 2015, here have also been increases in people saying they frequent Downtown Lake Worth, Atlantic Avenue, and Downtown at the Gardens. 2017 Analysis By Venue Frequent Shopping/ Dining/ Entertainment Areas
Total 2017 n=246
Special Event n=117 (A)
City Place n=32 (B)
Clematis District n=97 (C)
What is your favorite shopping area, or location that offers a variety such as shopping, dining, and entertainment? (unaided) What other areas or locations do you frequent that offer a variety such as shopping, dining, and entertainment? (unaided) CityPlace
56%
57%
59%
53%
Clematis Street
46%
55% B
22%
44% B
Downtown Lake Worth
33%
27%
44%
36%
The Gardens Mall
28%
31%
28%
25%
The Mall at Wellington Green
21%
22%
19%
20%
Atlantic Avenue
19%
19%
13%
21%
Downtown at the Gardens
16%
24% BC
3%
11%
The Boynton Beach Mall
11%
14%
6%
8%
Worth Avenue
10%
13% B
0%
10%
Harbourside Place (Jupiter)
8%
12% B
0%
6%
Boca Town Center
7%
10%
3%
5%
Palm Beach Outlets Other
5%
5%
6%
2%
34%
24%
38%
49% A
Significance Testing at 95% Level of Confidence Between the Columns (ABC)
February 2018
Change versus 2015
Radius Global Market Research 37
Lifestyle – Local Information Sources Television (42%) and social media (39%) are now the most frequently cited sources of information about local events, shopping, dining, and entertainment. The number citing social media has more than doubled since two years ago, from 16% to 39%. Over the years, there’s been a steady decline in use of newspapers as a source of news and information (down from 48% in 2012 to 33% now). • •
Special event visitors were especially less likely to use newspapers and more likely to use social media as a source information this year compared to 2015. As would be expected, older demographics favor newspapers, while younger demographics tend to use social media. 2017 Analysis By Venue Sources of Local News and Information
Total 2017 n=246
Special Event n=117 (A)
CityPlace n=32 (B)
Clematis District n=97 (C)
What sources do you use for local news and information and for information about local events, shopping, dining, and entertainment? (unaided) Television
42%
33%
34%
55% AB
Social Media (Twitter, Facebook, etc.)
39%
39%
44%
37%
Newspaper (Net)
33%
33%
44%
30%
The Palm Beach Post
32%
31%
41%
30%
Sun Sentinel
0%
0%
3%
0%
Internet
27%
31% C
38% C
19%
Radio
5%
6%
6%
2%
Magazine
4%
3%
3%
4%
Other, incl. Family/friends/word of mouth
6%
9%
0%
5%
74%
74%
78%
72%
Social Media Usage % Use Social Media
Significance Testing at 95% Level of Confidence Between the Columns (ABC)
Change versus 2015
38
Multiple Responses Accepted
February 2018
Radius Global Market Research
38
Residency
February 2018
Radius Global Market Research
39
Residency About three-quarters of downtown visitors we spoke with are year-round Palm Beach County residents, a significant increase from 2015 (68%).
2017
6% Year round resident Seasonal resident Not a resident of Palm Beach County
18%
2017 Analysis By Venue
76%
Special Event n=117 (A)
City Place n=32 (B)
Clematis District n=97 (C)
82% C
78%
69%
Seasonal resident
10%
16%
27% A
Not a resident of Palm Beach County
8%
6%
3%
Palm Beach County Residency
Year round resident
Significance Testing at 95% Level of Confidence Between the Columns (ABC)
Change versus 2015
40 February 2018
Radius Global Market Research
40
Residency
Zip Code of Residence (Top Mentions)
2017 n=246
West Palm Beach
52%
Lake Worth/Greenacres
9%
Boynton Beach
5%
Jupiter
4%
Wellington
3%
Palm Beach Gardens
3%
Palm Beach
2%
February 2018
Radius Global Market Research
41
Demographics
February 2018
Radius Global Market Research
42
Demographics 2017 Analysis By Venue Total 2017 n=246
Special Event n=117 (A)
City Place n=32 (B)
Clematis District n=97 (C)
Male
43%
36%
63% A
44%
Female
57%
64% B
38%
56%
Own
48%
44%
44%
55%
Rent
43%
46%
44%
39%
Not a resident
9%
10%
13%
6%
Demographics
Gender
Home Ownership Status
Ethnicity Hispanic (%yes)
18%
18%
19%
18%
White
67%
68%
69%
65%
Black
16%
15%
16%
19%
Mixed
7%
7%
3%
8%
Native American/Alaskan Native
0%
0%
0%
0%
Asian/Pacific Islander
1%
2%
0%
1%
Other
2%
3%
3%
1%
Don’t know/Refused
7%
7%
9%
6%
47 years
48 years
45 years
48 years
Age Average
Significance Testing at 95% Level of Confidence Between the Columns (ABC)
February 2018
Radius Global Market Research
43
Demographics 2017 Analysis By Venue Total 2017 n=246
Special Event n=117 (A)
City Place n=32 (B)
Clematis District n=97 (C)
Single Married
41% 39%
44% 36%
34% 53%
40% 37%
Living with partner
11%
9%
6%
13%
Separated/divorced
7%
9%
3%
5%
Widowed
3%
2%
3%
4%
Refused/No response
0%
0%
0%
0%
None
77%
76%
78%
77%
1
9%
8%
6%
10%
2
9%
9%
9%
8%
3+
6%
7%
6%
4%
0%
0%
0%
0%
123
58
15
50
$73.8 K
$75.0 K
$53.5 K
$78.6 K
Demographics
Marital Status
Number of Children in Household
Refused/No response
Household Income (among those answering) Those answering (base) Average
Significance Testing at 95% Level of Confidence Between the Columns (ABC)
February 2018
Radius Global Market Research
44