Downtown West Palm Beach On-site Visitors Survey Prepared for:
Table of Contents Background & Objectives
3
Methodology
4
How To Read This Report
5
Summary of Findings
6
Visitation
9
Characteristics of Visit
16
Image
20
Ratings of Downtown West Palm Beach
25
Future Visitation
27
Streetscaping
30
Lifestyle
33
Residency
38
Demographics
41
2
Background and Objectives The City of West Palm Beach offers a variety of community events in downtown West Palm Beach. The City seeks to better understand visitors to specific events held in the downtown area (Clematis District and the Waterfront). These events include: •
Clematis By Night
•
West Palm Beach Greenmarket
•
Screen on the Green
•
Sunday on the Waterfront
Specific informational goals for each event include: •
Motivations to attend
•
Sources of event information (TV, radio, newspaper, online, WOM, etc.)
•
Satisfaction (overall and specific components such as entertainment, food, beverage, etc.)
•
Visitor lifestyle (media, visit locations, other events, etc.)
•
Visitor demographic profile (age, income, race/ethnicity, presence of children, etc.)
•
Visitor residency (County vs. Out-of-County, Full-time vs. Part-time)
•
Economic impact to the area
3
Methodology
Who?
What?
Where?
2019: 250 visitors to Downtown West Palm Beach
15 minute personal intercept survey
Rotation across locations throughout each area
When? Saturday, November 30, Rosemary Square (10am to 2pm)
Thursday, December 5,
Chance to win one of five $100 gift card to downtown business offered to promote participation
Locations:
Clematis By Night Tree Lighting (6pm to 10pm)
• Clematis District
Saturday, December 7,
• Rosemary Square
Greenmarket (9am to 1pm)
• Clematis By Night
Friday, December 13,
• Clematis By Night Tree Lighting
Screen on the Green, (6pm to 10pm)
• Greenmarket
Sunday, December 15,
• Screen on the Green • Sunday on the Waterfront
Sunday on the Waterfront (4pm to 7pm) Thursday, December 19, Clematis by Night (5pm to 9pm)
Friday, December 20, Clematis District (10am to 2pm) Friday, December 27, Rosemary Square (10am to 2pm) Saturday, December 28, Rosemary Square (6pm to 10pm) 4
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 +/- 6.2% 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 Rosemary Square, 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
•
Rosemary Square/Clematis District Day of Week (Weekday, Weekend) and Time of Day (Lunch, Afternoon, Evening)
•
Demographics
•
Top Areas/Zip Codes of Residence
5
Summary of Findings
Perceptions of the Downtown Area Have Improved Even as Visitation to Other Local Areas for Shopping, Dining, and Entertainment Has Declined, Clematis’s Popularity Has Increased Significant declines are seen in reported visitation to all of the area malls as well as downtown Lake Worth -- while Clematis Street is increasingly being named as a favorite destination for food/shopping/entertainment.
Streetscaping Endeavors Have Had a Positive Impact on Visitors More than four-in-ten visitors say they will visit Downtown West Palm Beach more frequently because of the Streetscaping changes made. Visitors particularly appreciate the wider sidewalks on Clematis Street.
Perceptions on Parking Have Improved Visitors were less likely to cite parking as a weak point for the area this year. They were also less likely to suggest free parking as something that would encourage them to visit Downtown West Palm Beach more often. Furthermore, ratings for parking fees and availability have increased compared to 2017.
7
Focusing on Events and Getting The Word Out via Social Media Would Increase Downtown Visitation Even More Events Are a Huge Draw to the Area – and Visitors Want More Many of the visitors we spoke to were primarily in the area to attend an event or planned to do so at some point in the day. And when asked what would encourage them to visit Downtown West Palm Beach more often, most cited a desire to see more events.
Visitors are Using The Internet – Especially Social Media – to Learn About What’s Happening Downtown Among younger visitors (who represent a large share of downtown visitors), social media and other Internet sources are the primary channels used to learning about local goings-on. And about three-quarters of visitors are on some form of social media. Facebook and Instagram are the two most widely-used platforms among visitors to the area. (However, older visitors still stick to traditional newspapers to learn about what’s going on, so if you want to reach them, do it by newspaper!).
8
Visitation
Although the Majority of Visitors Continue to Be Repeat Visitors (Including Those Who Live or Work Downtown), There Was a Significant Increase in First Time Visitors This Year At the same time, there was a significant decrease in 2019 in the number of visitors who live and/or work downtown.
First Time Visitation to West Palm Beach Total 2019
Special Events
Rosemary Square
Clematis District
A (n=105)
B (n=75)
C (n=70)
(n=250)
First Time 11%
64%
61%
29% Live/Work Downtown
56%
33%
30%
Repeat 89%
24% 12%
10%
First Time Q3b First visit Significance Testing at 95% Level of Confidence Between the Columns (ABC) ↑ ↓ Change versus 2017
Repeat
11%
Live/Work Downtown 10
Compared to 2017, Significantly Fewer Repeat Visitors Said They’d Visited Downtown West Palm Beach Within the Last Week People visit downtown West Palm Beach about once or twice a week on average. However, visitors we spoke with in the Clematis District tend to visit around once a week.
Visitation History
When was the last time you visited downtown West Palm Beach?
2019 Analysis By Venue Total
Among repeat visitors who do not live/work in downtown West Palm Beach (n=151)
(n=151)
Special Events
Rosemary Square
Clematis District
(n=64) A
(n=48) B
(n=39) 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) 37%
Average number of visits
11%
Past month
28.7
31.4
50.4
When was the last time you came to downtown West Palm Beach? (Among repeat visitors who do not live/work in downtown West Palm Beach)
26%
Past week
35.3
Past three months
16%
Past year
10%
Longer ago than that
Past week
37%
34%
35%
44%
Past month
26%
33%
19%
23%
Past 3 months
11%
13%
8%
13%
Past year
16%
19%
15%
13%
Longer ago than past year
10%
2%
23% A
8%
Q3c Time of Past visit / Q3d Number of visits in past year Significance Testing at 95% Level of Confidence Between the Columns (ABC) ↑ ↓ Change versus 2017
11
Many of the People We Spoke With Were Primarily Visiting the Area to Attend an Event
What is your MAIN reason for visiting the downtown area today? Top Mentions Total Respondents (n=250)
62%
10% Events
Municipal/ Community
9% Restaurants/ Ice Cream/ Coffee
3% Work related places
2%
2% Entertainment
Shopping
0% Bars/ Nightclubs
10% All others
Special Event Visitors:
2019 Top Mentions Events
Municipal/Community
Dining
•
57% of CBN Tree Lighting visitors stated that their primary reason for the visit was for the CBN Tree Lighting. (n=28**)
Clematis by Night/Concert (incl. Sand Tree lighting) 21%
Clematis Street (general) 4%
Starbucks 2%
•
100% of Greenmarket visitors stated that their primary reason for the visit was for the Greenmarket. (n=25**)
Waterfront (including Sand sculptures) 2%
Duffy’s 1%
•
83% of Screen on the Green visitors stated that their primary reason for the visit was for the Screen on the Green. (n=29**)
•
44% of Sunday on the Waterfront visitors stated that their primary reason for the visit was for Sunday on the Waterfront. (n=23**)
Greenmarket 12%
Q4a Main reason for visiting today • Added 2019 • **Caution – Very low base (under 30) ↑ ↓ Change versus 2017
Cheesecake Factory* 1%
Grease Burger Bar 1%
12
Most Were Planning to Attend an Event Some Time That Day, Even If It Wasn’t Their Primary Reason for Visiting This is likely due to the holiday activities going on at the time. Even those visiting on nonevent days were very likely to cite one of the tree lightings as a destination for their trip that day.
Total places have visited/will visit today in the downtown area Total Respondents (n=250) 71%
39% 20% 6% Events
Restaurants/ Ice Cream/Coffee
Municipal/ Community
Entertainment
6% Bars/ Nightclubs
4% Work related places
3% Shopping
14% All others
2019 Top Mentions Events
Dining
Municipal/Community
Entertainment
Bars/Nightclubs
Clematis by Night/Concert (inc. Sand Tree lighting) 29%
Pizza Girls 7%
Clematis Street (general) 8%
Muvico 2%
Blue Martini* 1%
Duffy’s 5%
Rosemary Square 6%
Norton Museum 2%
Sandi Tree Lighting on the Waterfront* 20%
Palm Beach Dramaworks 2% Q4a/b/c Events/places/establishments visited on that day Multiple Responses Accepted *Added 2019 ↑ ↓ Change versus 2017
13
Many Visitors We Spoke With on Clematis Street and Rosemary Square were Going To or Had Been to a Special Event that Day And the number citing special events increased compared to 2017, while the number citing municipal/community offerings decreased.
Total places have visited/will visit today in the downtown area Among those who were surveyed in Rosemary Square or Clematis Street 1 (n=145)
58% 41% 23%
Events
Restaurants/ Ice Cream/Coffee
Municipal/ Community
18%
7%
6%
5%
Entertainment
Shopping
Work related places
3% Bars/ Nightclubs
All others
2019 Top Mentions Events
Dining
Municipal/Community
Clematis by Night/Concert (inc. Sandi Tree lighting) 36%
Starbucks 6%
Clematis Street (general) 10% Palm Beach Dramaworks 3% Waterfront (including Sand sculptures) 5% Muvico 2%
Sandi Tree Lighting on the Waterfront* 23%
Cheesecake Factory* 5% Duffy’s 5%
Rosemary Square 5%
Q4a/b/c Events/places/establishments visited on that day 1 excluding those surveyed at special events Multiple Responses Accepted *Added 2019 ↑ ↓ Change versus 2017
Entertainment
Bars/Nightclubs Blue Martini* 1%
14
Events and Dining Options Remain the Two Largest Draws to the Area However, there has been a significant decline in those who say they have visited one of the area’s restaurants, as well as in visitation to municipal/community areas and shops.
Total places EVER visited in the downtown area Among those who have visited before but do not live/work in downtown WPB (n=151) 88%
65% 45%
36%
13% Events
Restaurants/ Ice Cream/Coffee
Municipal/ Community
Entertainment
7%
Bars/ Nightclubs
Shopping
3% Work related places
15% All others
2019 Top Mentions Events
Dining
Clematis by Night/Concert (inc. Sand Tree lighting) 43%
Duffy’s 19%
Greenmarket 33%
Pizza Girls 18%
Municipal/Community
Entertainment
Bars/Nightclubs
Rosemary Square 26%
Muvico 20%
Blue Martini* 5%
Clematis Street (general) 23% Kravis Center for the Performing Arts 14%
American Craft and Aleworks* 2%
WPB Brewery and Wine Vault* 2%
Q4a/b/c/d Events/places/establishments EVER visited Multiple Responses Accepted *Added 2019 ↑ ↓ Change versus 2017
15
Characteristics of Visit
Visitors Overwhelmingly Use Their Own Personal Vehicles to Get to Downtown West Palm Beach The second most popular method, walking, is only preferred by 12% of visitors.
Methods of Travel to Downtown Area Total Respondents (n=250) 75%
15% Car
Walk
3%
2%
2%
1%
0%
0%
Bus
Bicycle
Brightline/ Virgin*
Tri-Rail
Taxi
Ride share (Uber/Lyft)*
Motorcycle/ Scooter
Other
2%
1%
1%
0%
1%
Ride share (Uber, Lyft)
Motorcycle/ scooter
Brightline/ Virgin*
Tri-rail
Other
0%
2%
Preferred Methods of Travel to Downtown Area Total Respondents (n=250)
75%
12% My personal car/truck
Walk
4%
3%
Bus
Bicycle
Q5 Transportation / Q5a Preferred Transportation *Added 2029 ↑ ↓ Change versus 2017
2% Taxi
17
Spend At Special Events Is Down Compared To 2017, While Spend At Rosemary Square Has Risen Typically, it takes visitors about 20 minutes to get to Downtown West Palm Beach, and they usually spend about 3 hours in the area.
Characteristics of the Visit
2019 Analysis By Venue Total
Special Events
Rosemary Square
Clematis District
(n=250)
(n=105) A
(n=75) B
(n=70) C
21 mins
20 mins
21 mins
22 mins
3 hrs
3 hrs
3 hrs
3 hrs
$70.40
$59.60
How long did it take you to get here today? Average Approximately how much time in total do you plan on spending here today? Average About how much, in total, will your party have spent in the downtown West Palm Beach area during this visit? Average
Q6 Travel Duration / Q7 Time spent on site/ Q8a/b Amount spent in dollars during that visit Significance Testing at 95% Level of Confidence Between the Columns (ABC) ↑ ↓ Change versus 2017
$105.30 AC
$49.60
18
Parties Have About 3 People on Average, and Most Don’t Have Children with Them (Especially Those Visiting the Clematis District) 2019 Analysis By Venue Total 2019
Special Events
Rosemary Square
Clematis District
(n=250)
(n=105) A
(n=75) B
(n=70) C
1
36%
33%
31%
47% B
2
39%
37%
47%
33%
3
10%
12%
7%
11%
4
5%
9% B
1%
4%
5 or more
9%
9%
15% C
4%
2.3
2.3 C
2.5 C
1.9
No Children
70%
70%
61%
81% B
Total With Children
Adults in Party
Mean Children in Party
30%
31%
39% C
19%
1
11%
13%
12%
6%
2
11%
10%
16%
7%
3
4%
4%
4%
4%
4
2%
1%
4%
1%
5 or more
2%
3%
3%
0%
Mean (including No Children)
0.7
0.7
0.9 C
0.4
Mean (excluding No Children)
2.2
2.2
2.3
2.1
1
30%
26%
21%
44% AB
2
29%
30%
33%
24%
3
15%
17%
15%
11%
4
11%
12%
11%
9%
5 or more
16%
15%
20%
11%
Mean
2.9
3.0 C
3.5 C
2.3
Total Party Size (Adults + Children)
Q1a Number in party Significance Testing at 95% Level of Confidence Between the Columns (ABC)
19
Image
Mentions of Atmosphere and Scenery as Strong Points of the Area Dropped Significantly, Though They Remain the Most Commonly-Cited Strengths What would you say are the area’s strong points? Total Respondents (n=250)
45%
45%
37%
37%
33% 25%
The atmosphere
The scenery
The restaurants
The events
37% of downtown visitors with kids say being ‘Family Friendly’ is a strength of the area Q10a Downtown STRENGTHS Multiple Responses Accepted ↑ ↓ Change versus 2017
It is family friendly
23%
The entertainment offering
20%
Many things to do/ places to go
19%
Clean/ organized/ safe
13%
12%
The stores
The fountain
Other
Visitors also frequently mentioned the area’s walkability as a strength 21
Complaints about Parking Have Decreased Since 2017, as Have Complaints about a Lack of Stores
What would you say are the area’s weak points? Total Respondents (n=250)
34%
30%
20%
Parking is a hassle
Parking is too expensive
16%
Too much traffic
19% 12%
It's expensive (in general)
11%
It's crowded
7% Not enough stores
4% Not enough Entertainment/ Events/Activities
Other
No weak points
Other common complaints include the area’s homeless population and the ongoing construction Q10b Downtown WEAKNESSES Multiple Responses Accepted ↑ ↓ Change versus 2017
22
One-Third of the Visitors Have Children; Of Those Who Do, Half Feel There are Enough Child-Friendly Activities Downtown Have Children* Total 2019
Special Events
Rosemary Square
Clematis District
A (n=105)
B (n=75)
C (n=70)
No 68%
(n=250)
71%
71% 59%
41% 29%
Yes 32%
29%
Yes
Sufficient activities for children downtown* (Among those who Refused have children) 11%
Special Events
Rosemary Square
Clematis District
A (n=30)
B (n=31)
C (n=20**)
(n=81)
No 40%
No
Yes 49%
43%
36%
30% 13%
7%
Q12e Have children / Q12f Sufficient activities for children *Added 2019 **Caution – Very low base (under 30) Significance Testing at 95% Level of Confidence Between the Columns (ABC)
55%
52%
50%
Yes
No
15%
Don't Know/Refused 23
Nearly Half of Visitors Own Pets, and Just Under Two-Thirds of These Pet Owners Are Satisfied With the Number of Pet-Friendly Locations Owns pets* Total 2019
Special Events
Rosemary Square
Clematis District
A (n=105)
B (n=75)
C (n=70)
No 53%
(n=250)
Refused 0%
48%
52%
48%
57%
51%
43%
Yes 46% Yes
Sufficient petfriendly locations downtown* (Among those who have pets) Don’t Know/ (n=116)
1% Refused
Special Events
Rosemary Square
Clematis District
A (n=50)
B (n=36)
C (n=30)
Refused 26%
68%
No 13%
No
58%
Yes 61%
37% 22%
19%
10%
Yes Q12g Own pets / Q12h Sufficient pet-friendly locations *Added 2019 Significance Testing at 95% Level of Confidence Between the Columns (ABC)
53%
No
22% 10%
Don't Know/Refused 24
Ratings of Downtown West Palm Beach
Though Still at the Bottom of the Pack, Ratings for Parking-Related Measures Have Seen Significant Gains Since 2017 (Especially Among Event-Goers) Ratings for special events have dropped in 2019 (mainly driven by those visiting Rosemary Square), as have ratings for atmosphere among those attending events. 2019 Analysis By Venue
Ratings of Downtown West Palm Beach Top 2 Box (rating 9 or 10 on a 10-point scale)
Total
Special Events
Rosemary Square
Clematis District
(n=250)
(n=105) A
(n=75) B
(n=70) C
Atmosphere
65%
62%
65%
70%
Safety during the day
64%
64%
60%
69%
Cleanliness
50%
46%
55%
53%
Accessibility (getting to your destination)
49%
42%
53%
56%
Ease of finding your way around
49%
47%
49%
51%
Quality of restaurants
48%
46%
44%
54%
Restaurant choices
48%
47%
43%
54%
44%
48%
41%
43%
Entertainment
40%
46%
36%
37%
Safety during the evening/at night
38%
36%
39%
41%
Special events
Quality of shopping establishments
25%
23%
25%
29%
Variety of shopping establishments
25%
20%
28%
29%
Availability of parking
20%
23%
17%
20%
Parking fees
18%
23%
16%
14%
Q11 Ratings of Downtown WPB- Summary table T2B Significance Testing at 95% Level of Confidence Between the Columns (ABC) ↑ ↓ Change versus 2017
Younger visitors (under age 35 and 3549) are the most satisfied with the shopping available – adding stores that appeal to older shoppers may help drive more traffic to the area 26
Future Visitation
Nearly All Visitors to the Area Say They’re Likely to Come Back Again
How likely are you to visit downtown West Palm Beach again in the future? Top 2 Box score – 9 or 10 out of 10
84%
82%
Total (n=250)
Special Events (n=105) A
87%
Rosemary Square (n=75) B
Q12a Likelihood to visit again Significance Testing at 95% Level of Confidence Between the Columns (ABC) ↑ ↓ Change versus 2017
83%
Clematis District (n=70) C
28
More Events – Free, Family, Outdoor, and More Events In General – Would Encourage Visitors to Come to Downtown West Palm Beach More Often Free parking is also a popular idea, though not as much as it once was, with mentions declining quite a bit since 2017 when it was the top suggestion.
What would encourage you to visit downtown West Palm Beach more often? Total (n=250)
30% 31%
Special Events (A) (n=105)
CityPlace (B) (n=75)
36%
Clematis District (C) (n=70) B
31% 21%
23%
30%
B
20% 22%
19% 21%
17% 9%
More events in general
More free events
Free parking
14%
20% 19%
More kids /family events
20% 10% 9%
12% 12% 11% 13%
More open/ outdoor events
More entertainment venues in general
12%
25% 10%
6%
12%
More stores
13%
8%
9%
13% 4%
More parking spaces
8%
9%
4%
10%
Children’s entertainment venues
Q12b Reasons encouraging to visit again Multiple Responses Accepted *Added 2019 Significance Testing at 95% Level of Confidence Between the Columns (ABC) ↑ ↓ Change versus 2017
7%
8%
4%
Children’s Playground*
30% 19%
9%
Other
12% 12% 12%10%
More restaurants
24% 13%
17% 11%
11%
Nothing/ Don't know
Among downtown visitors with kids, 39% say more kids/family events would drive them to visit more while only 13% say a children’s playground or children’s entertainment 29 venues would drive them to visit more
Streetscaping
Most Were Aware Of the Streetscaping Changes, And More than FourIn-Ten Visitors Plan To Visit More Frequently Because Of Them Very few (only about 5%) plan to visit less frequently because of the changes.
Streetscape Affect on Visitation* Total 2019 (n=233)
Special Events
Rosemary Square
Clematis District
A (n=105)
B (n=58)
C (n=70)
2%
Visit more frequently in the future
5%
Visit frequency will remain the same
42%
45%
52%
51% 36%
Visit less frequently in the future Not aware of changes
51%
50% 43%
3%
2%
7%
5%
7% 0%
Visit more frequently in the future Visit frequency will remain the same Visit less frequently in the future Not aware of changes
Q12b_a Streetscaping affect on visitation *Added 2019, after first event Significance Testing at 95% Level of Confidence Between the Columns (ABC)
31
Visitors Especially Love the Wider Sidewalks Other popular changes include shady trees, better safety when crossing the street, and the additional seating.
What are your favorite aspects of the changes taking place?* (Among those aware of Streetscaping changes) Total (n=228)
Special Events (A) (n=103)
CityPlace (B) (n=55)
Clematis District (C) (n=70)
60% 52%
51% 44%
22%
Wider sidewalks
19%
22%
27% 20%
Shade from trees
16%
22%
24%
18%
Safer to walk across the street
17%
18%
21% 13%
Seating/benches
13%
13%
13%
Types of trees
12%
9%
Cafe seating options
11%
11%
15%
11%
7%
Easier to drive through
9%
9%
11%
9%
Shade from store canopies
Q12b_b Favorite aspect of Streetscaping Multiple Responses Accepted *Added 2019 after first event Significance Testing at 95% Level of Confidence Between the Columns (ABC)
8%
11% 4%
9%
Storefront access is better
8%
8%
6%
13%
11%
Cars have slowed down
31%
11% 13%
12%
35%
29%
27%
10%
Storefront visibility is better
Other
32
Lifestyle
Clematis Street and Rosemary Square Top Visitors’ Favorite Destinations for Shopping, Dining, and Entertainment Clematis Street in particular has seen a surge in mentions since 2017, while Downtown Lake Worth has seen a decline in popularity.
2019 Analysis By Venue
Favorite Shopping/ Dining/ Entertainment Areas What is your favorite shopping area, or location that offers a variety of activities such as shopping, dining, and entertainment? (first mention- unaided)
Total
Special Events
Rosemary Square
Clematis District
(n=250)
(n=105) A
(n=75) B
(n=70) C
20%
36% A
28%
16%
21%
Clematis Street
28%
Rosemary Square
22%
33%
The Gardens Mall
7%
3%
5%
14% A
Downtown Lake Worth
6%
9%
4%
3%
The Mall at Wellington Green
4%
3%
7%
4%
Atlantic Avenue
3%
5%
0%
4%
Downtown at the Gardens
2%
3%
3%
1%
Grandview Market/Warehouse District*
2%
2%
3%
3%
Harborside Place (Jupiter)
2%
2%
0%
4%
Palm Beach Outlets*
2%
0%
4% A
3%
Worth Avenue
1%
1%
1%
1%
The Boynton Beach Mall
1%
1%
0%
3%
Boca Town Center
1%
2%
1%
0%
23% C
20% C
4%
Other
17%
Q14a Favorite location for shopping, dining, arts, culture and entertainment *Added 2019 Significance Testing at 95% Level of Confidence Between the Columns (ABC) ↑ ↓ Change versus 2017
34
Visitation to the Gardens Mall, Downtown Lake Worth, the Mall at Wellington Green, Worth Avenue, and the Boynton Beach Mall Have All Declined Meanwhile, roughly the same amount of visitors say they frequent Clematis Street and Rosemary Square, though Clematis has begun to increase in popularity relative to Rosemary Square. 2019 Analysis By Venue
Frequent Shopping/ Dining/ Entertainment Areas 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)
Total
Special Events
Rosemary Square
Clematis District
(n=250)
(n=105) A
(n=75) B
(n=70) C
47%
60%
56%
51%
53% C
36%
22%
20%
21%
13%
15%
30% AB
Clematis Street
53%
Rosemary Square
47%
Palm Beach Outlets*
21%
The Gardens Mall
18%
Atlantic Avenue
15%
22% B
7%
14%
Downtown Lake Worth
13%
21% BC
9%
6%
The Mall at Wellington Green
13%
11%
17%
10%
Downtown at the Gardens
12%
13%
11%
13%
Harborside Place (Jupiter)
8%
8%
8%
10%
Boca Town Center
7%
10%
5%
4%
Worth Avenue
5%
4%
4%
7%
Grandview Market/Warehouse District*
5%
6%
4%
4%
The Boynton Beach Mall
4%
4%
3%
6%
39%
32%
26%
Other
33% Q14a/c Frequented location for shopping, dining, arts, culture and entertainment Multiple Responses Accepted *Added 2019 Significance Testing at 95% Level of Confidence Between the Columns (ABC) ↑ ↓ Change versus 2017
35
Visitors Typically Get Their Local News via the Internet, Especially from Social Media TV in particular has declined drastically as a source of local news, dropping from its top spot of 42% in 2017 to just 25% this year, likely reflecting recent trends in cable-cutting.
2019 Analysis By Venue
Sources of Local News and Information What sources do you use for local news and information and for information about local events, shopping, dining, and entertainment? (unaided)
Social media (Twitter, Facebook, etc.)
Total
Special Events
Rosemary Square
Clematis District
(n=250)
(n=105) A
(n=75) B
(n=70) C
30%
24%
36%
30%
Internet
27%
31%
23%
27%
Newspaper
25%
26%
23%
27%
22%
21%
21%
23%
Newspaper - Palm Beach Post Newspaper - Sun Sentinel
2%
2%
3%
3%
Newspaper - Other
2%
3%
0%
4%
23%
28%
24%
7%
9%
9%
TV Radio
25% 8%
Magazine
2%
2%
0%
4%
Text messages*
0%
1%
0%
0%
Other Print
0%
0%
0%
0%
15%
17%
Other
15%
Q15b Sources used for local news and information on events, etc. *Added 2019 Significance Testing at 95% Level of Confidence Between the Columns (ABC) ↑ ↓ Change versus 2017
13%
Older visitors continue to rely on newspapers for local news and information (52% of those ages 65+ cite newspapers as primary source of information) while younger visitors rely on social media (48% of those under age 35 cite social media as primary source of information) 36
About Three-Quarters of Those Visiting the Downtown Area Use Social Media, With Facebook Being the Most Popular Platform By Far Instagram also has wide-spread penetration, with almost half of social media users currently active on it.
Do you use Social Media?
2019 Analysis By Venue
Social Media Sites Used* Total (n=186)
Yes
84%
No
74%
78%
76%
24%
Total (n=250)
Special Events (n=105) A
Rosemary Square (n=75) B
Clematis District (n=70) C
Q15c Use of Social Media / Q15d Social Media Sites Used *Added 2019 Significance Testing at 95% Level of Confidence Between the Columns (ABC) ↑ ↓ Change versus 2017
(n=57) B
(n=47) C
48%
47%
45%
21%
19%
23%
12%
16%
23%
11%
9%
11%
15%
10%
12%
5%
13%
7%
7%
2%
13% B
7%
2%
7%
13% A
2%
4%
0%
47%
Other
(n=82) A
83%
16%
22%
Clematis District
86%
21%
26%
Rosemary Square
84%
67%
33%
Special Events
2%
Younger visitors continue to report much higher social media use than older visitors, however social media use is growing among older visitors
37
Residency
Most Visitors Reside Within Palm Beach County, With the Majority Living Here All Year Round That said, since 2017, there’s been a slight uptick in non-resident visitors to the area - particularly among visitors to Rosemary Square and Clematis street.
Total 2019 (n=250)
3%
Special Events
Rosemary Square
Clematis District
A (n=105)
B (n=75)
C (n=70)
Year round resident B
14%
76%
71%
Seasonal resident
60%
Not a resident of Palm Beach County No answer
14% A
69%
23% 16% 10%
13% 4%
Year round resident
Q16 Residency Significance Testing at 95% Level of Confidence Between the Columns (ABC) ↑ ↓ Change versus 2017
11% 11% 4%
Seasonal resident
Not a resident of Palm Beach County
1% No answer
39
Nearly Half of Those Visiting Downtown Live in West Palm Beach
Zip Code of Residence Top Mentions
2019 (n=250)
West Palm Beach
44%
Lake worth/Greenacres
8%
Palm Beach Gardens
6%
Boynton Beach
3%
Q22 Zip code
40
Demographics
Demographics 2019 Analysis By Venue Total 2019
Special Events
Rosemary Square
Clematis District
(n=250)
(n=105) A
(n=75) B
(n=70) C
Male
52%
44%
55%
61% A
Female
48%
56% C
45%
39%
Own
51%
54%
55%
41%
Rent
30%
30%
24%
39%
Not a resident of Palm Beach County
19%
16%
21%
20%
Yes
18%
18%
24%
11%
No
73%
72%
68%
79%
Refused
9%
10%
8%
10%
White
64%
61%
65%
67%
Black
15%
16%
11%
17%
Mixed racial background
3%
4%
4%
0%
Native American or Alaskan Native
2%
2%
0%
3%
Asian or Pacific Islander
2%
2%
3%
1%
Other
4%
4%
5%
1%
Don’t know/Refused
11%
11%
12%
10%
Gender
Home ownership
Hispanic
Ethnic Background
Gender / Q19 Home ownership / Q20 HISPANIC / Q21 ETHNIC BACKGROUND Significance Testing at 95% Level of Confidence Between the Columns (ABC)
42
Demographics 2019 Analysis By Venue Total 2019
Special Events
Rosemary Square
Clematis District
(n=250)
(n=105) A
(n=75) B
(n=70) C
12% 16% 15% 13% 10% 7% 9% 6% 2% 10% 44.5 yrs
13% 17% 15% 8% 7% 6% 14% 7% 1% 12% 43.9 yrs
13% 12% 16% 17% A 12% 9% 5% 5% 3% 7% 44.5 yrs
9% 17% 13% 16% 13% 7% 6% 7% 3% 10% 45.4 yrs
Single Married Living with partner Separated/divorced Widowed Refused Number of Children
39% 44% 5% 5% 2% 6%
40% 39% 4% 6% 4% 8%
35% 53% 4% 3% 0% 5%
41% 40% 9% 6% 1% 3%
0 1 2 3 4 5+
66% 15% 12% 4% 2% 0%
71% 14% 10% 5% 1% 0%
57% 17% 17% 5% 3% 0%
70% 13% 11% 1% 3% 1%
Age 18 to 24 25 to 34 35 to 44 45 to 49 50 to 54 55 to 59 60 to 64 65 to 74 75+ Refused Mean Marital Status
Q23 Age/ Q17 Marital Status/ Q18 Number of children Significance Testing at 95% Level of Confidence Between the Columns (ABC)
43
Employment 2019 Analysis By Venue Total 2019
Special Events
Rosemary Square
Clematis District
(n=250)
(n=105) A
(n=75) B
(n=70) C
Employment status Employed
64%
61%
65%
66%
Full-time employment
49%
50%
57% C
40%
Part-time employment
14%
11%
8%
26% AB
Homemaker
1%
1%
3%
0%
Full-time student
3%
3%
3%
3%
Part-time student
0%
0%
0%
0%
Retired
18%
19%
17%
17%
Not currently employed
5%
5%
3%
9%
Refused
9%
11%
9%
6%
Restaurants & Bars
11%
9%
10%
15%
Healthcare
11%
14% C
14% C
2%
Education
10%
14%
6%
9%
Finance, Insurance, Real Estate
9%
5%
14%
11%
Construction
8%
3%
16% A
4%
Retail (Groceries, Supermarkets, Retail Stores)
8%
3%
4%
17% AB
Government/Other Public Administration Offices
5%
3%
2%
11%
Yes
10%
8%
12%
11%
No
88%
92%
82%
89%
Refused
2%
0%
6% A
0%
Industry (Top Mentions)
Use of Brightline to travel to work (among those employed)
Q24a Employment status/ Q24b Industry/ Q24c Use of Brightline to travel to work Significance Testing at 95% Level of Confidence Between the Columns (ABC)
44
Demographics 2019 Analysis By Venue Total 2019
Special Events
Rosemary Square
Clematis District
(n=250)
(n=105) A
(n=75) B
(n=70) C
Under $35,000
14%
20% B
7%
14%
$35,000 - $49,999
4%
5%
4%
3%
$50,000 - $74,999
9%
10%
12%
4%
$75,000 - $99,999
6%
6%
5%
7%
$100,000 - $149,999
8%
8%
12%
6%
$150,000 and over
6%
4%
11%
3%
Refused
46%
43%
41%
57%
Don't know
6%
6%
8%
6%
Mean
$75.3K
$64.5K
$95.6K A
$68.1K
Income
Q24 INCOME Significance Testing at 95% Level of Confidence Between the Columns (ABC)
45
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