Downtown West Palm Beach Market Survey

Page 1

Downtown West Palm Beach Market Survey Prepared for:


Table of Contents Background and Objectives

3

Methodology

4

How To Read This Report

5

Summary of Findings

6

Visitation

9

Image

20

Ratings of Downtown West Palm Beach

24

Future Visitation

26

Additional Offerings

30

Lifestyle

33

Residency

38

Demographics

40

2


Background and Objectives 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 and 2015 to provide an update as well as provide information on a trended basis in order to track progress and change.

The goal of the research is to provide understanding and insights of current visitors in terms of visit behavior, spending, wants/needs, satisfaction, demographic profile, etc. Additionally, an understanding of market area residents in terms of awareness, visitation, perception of the area, barriers to visitation, etc. is sought. As such, a two-part research study has been undertaken. This report presents findings from the second part of the research - a survey of Palm Beach County residents. The first part of the research, reported separately, is an on-site survey of Downtown West Palm Beach visitors.

3


Methodology

Who?

What?

Where?

Samples were drawn on the basis of residential household location in terms of distance from Downtown West Palm Beach as follows, with an equal split between genders within each sector:

19 minute telephone interview

West Palm Beach DDA named as survey sponsor

Sample records were selected by geography (latitude/ longitude coordinates) by radii around the West Palm Beach DDA address.

When? Interviews took place between December 14, 2019 and January 21, 2020

Sector 1 (n=101): under 1 mile

Sector 2 (n=100): 1 to under 5 miles

Sector 3 (n=100): 5 to under 10 miles

Sector 4 (n=100): 10 to under 20 miles, Palm Beach County only

Total: n=401

These sectors are referred to as the target market area

4


How To Read This Report Significance testing has been conducted among the various subgroups presented. Letters and/or color frames denote a significant difference versus the subgroup indicated at the 95% level of confidence.

Data by sector, year, and demographic subgroups were reviewed (data available in the crosstabulation reports) and, depending on relevance, may or may not be presented.

The term “Top 2 Box� refers to respondents providing a 9 or 10 rating (on a 10 point scale) on a particular question/topic.

Data presented in total and by demographics are weighted into market proportions by Sector population and Age (per U.S. Census Bureau). Data presented by Sector are weighted into market proportions by Age (per U.S. Census Bureau)

5


Summary of Findings


Restaurants Continue to be the Main Draw to the Area, While Event Attendance Has Decreased Restaurants Continue to Be an Especially Large Draw to Downtown West Palm Beach Most area residents have been to at least one restaurant downtown, and restaurants are frequently cited as one of the area’s greatest strengths and residents’ main reason for visiting, even for those living further away. More residents are also visiting Downtown West Palm Beach to check out the bars and night clubs compared to 2017, especially those living in areas further out.

Attendance Across Several Events Has Dropped, Likely Due In Part to the Streetscaping In particular, reported attendance of Clematis By Night, Art After Dark at Norton Museum, and Sunday on the Waterfront have significantly decreased since 2017 – most likely at least partially due to the streetscaping.

Increased Advertising of Events Appears To Be Warranted – Especially in Areas Further From Downtown Awareness of events decreases the further out residents live from downtown. In particular, Pairings is almost unknown outside Sector 1.

7


Although Perceptions of Downtown As a Whole Are Strong, Perceptions Around Parking and Traffic Remain Low Parking and Traffic Continue To Be the Main Complaints About The Area Residents cite difficult parking and traffic as top weaknesses for Downtown West Palm Beach, and parking-related metrics continue to receive the lowest ratings out of the metrics we track. Furthermore, better/easier and more parking account for two of the top three suggestions that would encourage increased visitation to the downtown area. We are conducting further analysis comparing those who have visited after the streetscaping efforts were completed to see if their perceptions have improved.

Residents’ Preferred Source for Local Information Is Television Although internet sources were favored among the visitors we spoke with on-site, area residents cited television as their top source of information about local offerings. Therefore, televisions advertisements should be considered when trying to attract residents who are not already visiting Downtown West Palm Beach. Newspapers and internet sources/social media are also popular among area residents, though it should be noted that use of newspapers has declined markedly since 2017. When using social media to advertise to local residents, focus on Facebook, which is by far the most utilized social media platform.

8


Visitation


Most Area Residents Have Visited Downtown West Palm Beach At Least Once In The Past Have you ever visited Downtown West Palm Beach?

2019 Sector Analysis

Total 2019

Sector 1

(n=401)

Live or Work Downtown 18%

Have Visited

Sector 2

Sector 3

Sector 4

< 1 mile

1 to 5 miles

5 to 10 miles

10 to 20 miles

A (n=101)

B (n=100)

C (n=100)

D (n=100)

99%

99%

96%

15%

10%

6%

85% A

89% A

100%

45% BCD

Have Visited 98%

Visited - Do Not Live or Work Downtown 80%

55%

Visited - Do Not Live or Work Downtown

Q2 Ever visited Significance Testing at 95% Level of Confidence Between the Columns (ABCD) ↑ ↓ Change versus 2017

91% A

Live or Work Downtown

10


Area Residents Tend To Visit Downtown A Little Less Than Once A Month On Average, With Visitation Frequency Increasing The Closer They Live To The Downtown Area Visitation History

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

2019 Sector Analysis

Total

Among those who have visited (n=394)

(n=259)

Sector 1 < 1 mile

(n=45) A

Sector 2

Sector 3

Sector 4

(n=71) B

(n=75) C

(n=68) D

1 to 5 miles 5 to 10 miles 10 to 20 miles

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

22%

25%

Past month

18.3

17.1CD

10.8

7.9

When was the last time you came to downtown West Palm Beach? (Among those who have visited/work/live) 15%

Past week

10

Past three months

12%

Past year

16%

(n=394) 9%

Longer Live/work ago than in that downtown WPB

(n=101)

(n=98)

(n=99)

(n=96)

Past week

22%

23%

34%

22%

19%

Past month

25%

10%

21%

20%

31%A

Past 3 months

15%

11%

8%

25%ABD 

11%

Past year

12%

3%

9%

12%A

14%A

Longer ago than past year

16%

8%

14%

11%

19% 

Live/work in downtown WPB

9%

45%BCD

15%

10%

6%

Q3 Time of Past visit / Q4 Number of visits in past year Significance Testing at 95% Level of Confidence Between the Columns (ABCD) ↑ ↓ Change versus 2017

11


When Visiting the Area, Residents Overwhelmingly Prefer To Use Their Own Vehicle to Get There

Preferred methods of travel to Downtown Area Among those who have visited and do not live/work downtown (n=259)

95%

Sector 1 residents are more likely to use alternative methods to get to the area, especially ride shares (8%) and cycling (6%)

3%

My personal car/truck

Ride share (Uber, Lyft)

1% Taxi

0% Bicycle

Q4a Preferred mode of travel to downtown area Multiple Responses Accepted *Added 2019 ↑ ↓ Change versus 2017

0% Bus

0% Tri-rail

0% Walk

0%

0%

1%

Motorcycle/ Scooter

Brightline/ Virgin*

Other

12


Dining Out Is Once Again the Most Frequently Cited Main Reason for Visiting Downtown West Palm Beach However, compared to 2017, more residents are coming to the area to visit the bars and night clubs.

What was your MAIN reason for your last visit to Downtown West Palm Beach? Top Mentions among those who have visited (n=394)

32% 12% Dining

Events

12% Art & Entertainment

11% Municipal/Community

8% Bars/Night Clubs

7% Work/work related places

4% Shopping

2019 Top Mentions

Dining Cheesecake Factory 5% Rocco’s Tacos 3% Kabuki* 2%

Events

Art & Entertainment

Municipal/Community

Tree Lighting on the Waterfront 3%

Kravis Center for Performing Arts 6%

Courthouse/City Hall 4%

Clematis by Night/Concert 2%

Muvico 3%

Rosemary Square 2%

Bars/Night Clubs Blue Martini 4% American Craft and Aleworks* 2% WPB Brewery and Wine Vault* 2%

Bradley’s 2%

Q5a Main reason for visiting today *Added 2019 ↑ ↓ Change versus 2017

13


Bars and Night Clubs Are Increasingly Bringing In People from Areas Further Out

What was your MAIN reason for your last visit to Downtown West Palm Beach? Top Mentions among those who have visited

Main Reason For Last Visit By Sector Sector 1

Sector 2

Sector 3

Sector 4

< 1 mile

1 to 5 miles

5 to 10 miles

10 to 20 miles

(n=101) A

(n=98) B

(n=99) C

(n=96) D

Dining

31%

38%

33%

30%

Events

5%

15%

22%AD

8%

Art & Entertainment

16%

8%

15%

12%

Municipal/Community

19%

16%

12%

10%

Bars/Night Clubs

1%

0%

1%

12%ABC

Work/work related places

8%

6%

6%

5%

Shopping

9%

8%

3%

5%

Q5a Main reason for visiting today ↑ ↓ Change versus 2017

14


Significantly More People Say They’ve Visited Municipal/Community Offerings Compared To 2017

What events/places/establishments in Downtown West Palm Beach have you ever attended or visited? Among those who have visited downtown West Palm Beach (n=394) 59%

51% 

45%

42%

14% Dining

Municipal/Community

Arts & Entertainment

Events

Arts & Entertainment

Events

Bars/ Nightclubs

12%

7%

Shopping

Work/work related places

2019 Top Mentions

Dining

Municipal/ Community

Cheesecake Factory 18%

Rosemary Square 20%

Kravis Center for the Performing Arts 24%

Rocco’s Tacos 10%

Clematis Street 18%

Duffy’s* 9%

Courthouse/City Hall 12%

Bars/Nightclubs

Sunfest 10%

Blue Martini 6%

Muvico 15%

Clematis by Night/Concert 10%

American Craft and Aleworks* 4%

Improv Comedy Club 8%

Boat show 9% 

WPB Brewery and Wine Vault* 3%

Q5a/b Events/places/establishments ever visited Multiple Responses Accepted *Added 2019 ↑ ↓ Change versus 2017

15


Compared To 2017, More Residents Living Within A Mile Of Downtown Say They’ve Visited Restaurants And Municipal/Community Offerings In The Area Those living 1 to 5 miles away have increased their attendance of events, and those living over 10 miles away are more likely to have visited municipal/community offerings compared to two years ago.

What events/places/establishments in Downtown West Palm Beach have you ever attended or visited? Among those who have visited downtown West Palm Beach

Events/Places/Establishments Ever Visited By Sector Sector 1

Sector 2

Sector 3

Sector 4

< 1 mile

1 to 5 miles

5 to 10 miles

10 to 20 miles

Dining

(n=101) A 74%D 

(n=98) B 70%

(n=99) C 58%

(n=96) D 56%

Municipal/Community

62%

47%

47%

52%

Arts & Entertainment

46%

40%

42%

47%

Events

47%

59%D

52%

35%

Bars/Nightclubs

13%

15%

6%

17%

Shopping

17%

17%

9%

12%

Work/work related places

8%

6%

6%

6%

Q5a/b Events/places/establishments ever visited Multiple Responses Accepted *Added 2019 ↑ ↓ Change versus 2017

16


Except For Sunday on the Waterfront and Pairings, Awareness Is High For Most Events In general, residents who live further away from downtown West Palm Beach have lower levels of awareness across events.

Awareness of Specific Events (Aided) 2019 Sector Analysis Sector 1

Total Which of these events have you ever heard of?

(n=401)

Sector 2

Sector 3

Sector 4

< 1 mile

1 to 5 miles

5 to 10 miles

10 to 20 miles

(n=101) A

(n=100) B

(n=100) C

(n=100) D

Clematis by Night/Concert

69%

72%

87%ACD

72%

66%

Greenmarket

68%

74%

82%C

66%

67%

77%

67%

67%

61%

78%CD

71%C

54%

56%

Tree Lighting at Rosemary Square

64%

Tree Lighting at the Waterfront*

57%

St. Patty’s Day*

54%

69%D

55%

58%

48%

Fourth on Flagler*

52%

69%D

82%CD

60%

45%

Moonfest*

51%

64%CD

66%CD

47%

46%

Art after Dark at Norton Museum

50%

60%

59%

54%

46%

52%

46%

36%

35%

22%D

12%

13%

9%

37%

Sunday on the Waterfront 10%

Pairings*

N1 Awareness of events *Added 2019 ↑ ↓ Change versus 2017

17


Reported Attendance at Some Events Is Down Compared to 2017, Especially Among Residents in Sector 1 In particular, attendance of Clematis By Night, Art After Dark at Norton Museum, and Sunday on the Waterfront are all down – most likely at least partially due to the street-scaping. 2019 Sector Analysis

Which of these events have you ever attended? Would you attend again in the future, given the opportunity? Among those who have ever visited downtown West Palm Beach (n=394) Attended 40% 41% 38% 34% 34% 27%

22% 19%

Would attend again

15% 13%

25% 18%

14% 11%

18% 17% 13% 13% 0%0%

Clematis Greenmarket Tree Tree St. Patty’s Fourth on Moonfest* by Night/ Lighting Lighting at Day* Flagler* Concert at Rosethe mary Waterfront Square *

The appeal of Art After Dark skews older, with residents 65 years and older being the largest group to attend N1 Events Ever attended/Would attend again Multiple Responses Accepted *Added 2019 ↑ ↓ Change versus 2017

Art after Dark at Norton Museum

Sunday on the Waterfront

Pairings*

Sector 1

Sector 3

Sector 4

(n=101) (n=98) A B Which of these events have you ever attended?

(n=99) C

(n=96) D

Clematis by Night/Concert Greenmarket Tree Lighting at Rosemary Square Tree Lighting at the Waterfront* St.Patty’s Day* Fourth on Flagler* Moonfest* Art after Dark at Norton Museum Sunday on the Waterfront Pairings*

52%D 35% 38% 25% 24% 35%D 24%D 22% 26%D 1%

33% 40% 30% 19% 12% 16% 10% 16% 11% 0%

41% 34% 32% 18% 19% 29%D 19%B 12% 20%D 0%

29% 36% 22% 19% 10% 11% 8% 14% 7% 0%

< 1 mile

44% 59%CD 46% 33% 25% 37%D 36%BD 36%D 32%D 10%BCD

Sector 2

1 to 5 miles

47% 56%C 43% 37%D 16% 46%D 13% 22% 24% 1%

5 to 10 miles 10 to 20 miles

Which of these events will you attend in the future? Clematis by Night/Concert Greenmarket Tree Lighting at Rosemary Square Tree Lighting at the Waterfront* St.Patty’s Day* Fourth on Flagler* Moonfest* Art after Dark at Norton Museum Sunday on the Waterfront Pairings*

38% 54%CD 40%D 32% 22% 27%D 26%BD 30%BCD 28%D 7%CD

51%D 53%C 42%D 34%C 16% 37%D 7% 14% 23%D 1%

Attendance at Pairings is almost non-existent outside of Sector 1; additional advertising of this event outside the downtown area may be needed

18


Among The Arts and Cultural Venues in the Area, the Kravis Center Continues to Bring In By Far the Most Visitors Generally, residents living close to Downtown West Palm Beach are more likely to have visited the arts and cultural venues than those living further away, except for the Kravis Center and the Harriet Himmel Theater, which pull in visitors evenly across sectors.

Arts and Cultural Venues Visited (Aided) Among those who have visited downtown West Palm Beach (n=394) 2019 Sector Analysis Sector 1

Total And which of the following arts and cultural venues have you ever visited in Downtown West Palm Beach, if any?

(n=394)

Kravis Center for the Performing Arts

73%

Norton Museum of Art

40%

Harriet Himmel Theater

27%

Historical Society*

14%

Palm Beach Drama Works

10%

Palm Beach Photographic Center

N2 Arts/cultural venues ever visited Multiple Responses Accepted *Added 2019 ↑ ↓ Change versus 2017

5%

Sector 2

Sector 3

Sector 4

< 1 mile

1 to 5 miles

5 to 10 miles

10 to 20 miles

(n=101) A

(n=98) B

(n=99) C

(n=96) D

84%

73%

80%

72%

66%CD 

56%D

44%

37%

36%

39%

30%

25%

22%D

20%

24%D

8%

15%

17%

12%

7%

15%D

13%

6%

4%

19


Image


Many Residents Feel the Restaurants Downtown Are the Areas Greatest Strengths The scenery and atmosphere are also among the most commonly cited strong points of the area.

What would you say are the area’s strong points? Total Respondents (n=401)

42% 29%

26% 20%

The restaurants

The scenery

The atmosphere

Q7a Downtown STRENGTHS Multiple Responses Accepted ↑ ↓ Change versus 2017

The events

16%

The entertainment offering

16%

Many things to do/ places to go

12%

11%

11%

The stores

Convenient

Family Friendly

9% Clean/ Organized/ Safe

Women and married couples were much more likely to cite the area’s family-friendliness as a strength 21


Parking and Traffic Remain Top Complaints for the Area

What would you say are the area’s weak points? Total Respondents (n=401)

34% 24%

21% 11%

Parking is a hassle

Traffic

Safety

Q7b Downtown WEAKNESSES Multiple Responses Accepted ↑ ↓ Change versus 2017

10%

Parking is too expensive

8% It’s crowded

3%

3%

2%

Not enough stores

It’s expensive

Not enough entertainment/eve nts/activities

No weak points

22


Just Under Half of Parents Feel There Are Sufficient Children’s Activities, and a Comparable Number of Pet Owners Feel There Are Enough Pet-Friendly Locations Downtown Have Children*

Own pets* Total 2019

Total 2019 (n=401)

(n=401)

No 70%

No 41%

Yes 58%

Yes 30%

Sufficient activities for children downtown*

Sufficient pet-friendly locations downtown*

(Among those who have children)

(Among those who have pets)

(n=71)

(n=188)

Don’t know 21%

Yes 43% No 36%

Q9c Have children / Q9d Sufficient activities for children Q9e Have pets / Q9f Sufficient pet-friendly locations *Added 2019

Yes 45%

Don’t Know 42% No 12%

23


Ratings of Downtown West Palm Beach


Despite Ratings for Parking Fees Improving Recently, Parking-Related Metrics Remain the Lowest-Rated Aspects of Downtown West Palm Beach Among Residents Additionally, ratings for the area’s entertainment options have declined since 2017.

Ratings of Downtown West Palm Beach 2019 Analysis By Venue

Top 2 Box (rating 9 or 10 on a 10-point scale) Sector 1

Total (n=401) Safety during the day

54%

Restaurant choices

47%

Quality of shopping establishments

43%

Quality of restaurants

40%

Sector 2

Sector 3

Sector 4

< 1 mile

1 to 5 miles

5 to 10 miles

10 to 20 miles

(n=101) A

(n=100) B

(n=100) C

(n=100) D

46%

55%

49%

56%

34%

49%

41%

48%

29%

38%

45%

41%

34%

50% 

36%

39%

Atmosphere

37%

44%

50%D

47%D

30%

Special events

36%

30%

44%

34%

33%

Ease of finding your way around

36%

46%

44%

42%

29%

Variety of shopping establishments

35%

12%

34%A

33%A

35%A

Cleanliness

33%

29%

48%A

31%

31%

Entertainment

30% 

33%

44%D

35%

25%

Accessibility (getting to your destination)

30%

33%

38%

34%

26% 26%

Safety during the evening/at night

25%

18%

24%

16%

Parking fees

23% 

17%

19%

12%

25% 

14%

14%

14%

19%

Availability of parking

19%

*Base varies by question. Due to high number of “don’t know” responses, these questions are among those answering. Q8 Ratings of Downtown WPB- Summary of top 2 box ratings Significance Testing at 95% Level of Confidence Between the Columns (ABCD) ↑ ↓ Change versus 2017

25


Future Visitation


Residents Within 5 Miles Of The Area Are Somewhat More Likely Than Those Living Further Away To Say They’d Likely Visit Downtown West Palm Beach In the Future How likely are you to visit downtown West Palm Beach in the future? Top 2 Box score – 9 or 10 out of 10

69%

69%

58%

TOTAL (n=401)

Sector 1 (n=101) A

Sector 2 (n=100) B

57%

55%

Sector 3 (n=100) C

Sector 4 (n=100) D

Q9a Likelihood to visit Significance Testing at 95% Level of Confidence Between the Columns (ABCD) ↑ ↓ Change versus 2017

Residents older than 64 are far less likely to say they’d visit in the future than younger age groups 27


Better, Easier, And More Parking, As Well and More Events, Are the Top Changes That Would Encourage Local Residents to Visit the Area More Often

What would encourage you to visit downtown West Palm Beach more often? Total (n=401)

16% 9%

Sector 1 (n=101) A

16% 15% 15%

Better/Easier Parking

Sector 2 (n=100) B

15%

Sector 3 (n=100) C

21%

11% 13%

17%

More events in general

Sector 4 (n=100) D

15%

14% 10%

19%

12%

More parking spaces

12%

15%

12% 8% 10%

More restaurants/bars/cafes

17% 11%

11% 13% 10%

Free parking

28% 31% 28% 31% 29% 9%

18%

12% 4%

9% 10%

More entertainment venues in general

8%

8%

8%

More stores

8%

7%

11% 12% 10%

4%

More kids/family events

Q9a Reasons encouraging to visit again Multiple Responses Accepted Significance Testing at 95% Level of Confidence Between the Columns (ABCD) ↑ ↓ Change versus 2017

6%

9%

3%

4%

Security

9%

5%

5%

9% 10%

More free events

23%

19% 19% 22%

25%

8%

Other

Nothing/Don't know

Women in particular would like to see more events and more restaurants, bars, or cafes

28


About Two-In-Five Residents Say They’re Likely To Visit Downtown West Palm Beach For Arts And Cultural Activities In The Next Year Of those within 5 miles of downtown, about half plan to do so.

How likely are you to visit arts and cultural venues in the next year? Top 2 Box score – 9 or 10 out of 10

49%

50%

40%

TOTAL (n=401)

38%

Sector 1 (n=101) A

Sector 2 (n=100) B

Sector 3 (n=100) C

Q9aa Likelihood to visit arts/cultural events next year Significance Testing at 95% Level of Confidence Between the Columns (ABCD) ↑ ↓ Change versus 2017

41%

Sector 4 (n=100) D

29


Additional Offerings


Casual Dining Options Were the Most-Requested Additions to the Area By Area Residents However, what residents want varies significantly by sector.

Which of the following would be important additions to the Downtown West Palm Beach area? Top 5 Offerings Per Sector

2019 Sector Analysis Sector 1 < 1 mile

Sector 2 1 to 5 miles

Sector 3 5 to 10 miles

Sector 4 10 to 20 miles

Casual dining

Women's clothing/accessories

Women's clothing/accessories

Other type of boutiques

Casual dining

#2

Other type of boutiques

Drug store/pharmacy

Other type of boutiques

Fine dining

Other type of boutiques

#3

Fine dining

Men's clothing/accessories

Casual dining

Coffee shop/Cafe

Bars and/or night clubs

#4

Women's clothing/accessories

Other type of boutiques

Bars and/or night clubs

Fast food dining

Fine dining

#5

Bars and/or night clubs

Toy store

Gifts and specialty shops

Toy store

Books and/or music store

Total #1

Q10 Suggestions on additional offerings to the area

31


When it Comes to Arts and Cultural Events, Area Residents Want Events From Other Cities to Come to West Palm Beach In particular, music events and art shows have wide appeal.

Think of arts and cultural events or activities held in another city, downtown district…and tell me which ones you would consider attending if held in downtown WPB? Open end question

“Pirate events like I see Boynton Beach and Fort Lauderdale’

“Miami has projection wall New World Symphony that shows what's going on inside while you're sitting outside. Would like to see that here.”

“Jazz concerts and more art shows like they have every month in Ft. Lauderdale.”

“Car shows and art festivals like Delray has on Atlantic Avenue”

Q9ab Cultural events/activities would attend if held in Downtown West Palm Beach

“Ft Lauderdale has vegan jazz on Sunday. You bring your own wine, or beer and eat vegan options.”

“Lake Worth Street painting festival” 32


Lifestyle


Rosemary Square and Clematis Street Top Local Residents’ Favorite Areas for Shopping, Dining and Entertainment Since 2017, Clematis and the Mall at Wellington Green have significantly increased in popularity.

Favorite Shopping/ Dining/ Entertainment Areas 2019 Sector Analysis Total

What is your favorite shopping area, or location that offers a variety of activities such as shopping, dining, and entertainment? (First mention - unaided)

Sector 3

Sector 4

1 to 5 miles

5 to 10 miles

10 to 20 miles

(n=101) A

(n=100) B

(n=100) C

(n=100) D

20%

27%

20%

26%

14%

14% 

12% 5%

24% 8%

13% 11%

13% 6%

Rosemary Square

9% 

The Mall at Wellington Green

Sector 2

< 1 mile

(n=401)

Clematis Street

Sector 1

Atlantic Avenue

6%

5%

2%

0%

9% C

Palm Beach Outlets*

5%

10%

8%

4%

6%

The Gardens Mall

3%

4%

3%

6%

2%

Boca Town Center

3%

1%

0%

2%

4%

Downtown at the Gardens

2%

5%

8%

3%

1%

Downtown Lake Worth

2%

4%

1%

2%

3%

Harborside Place (Jupiter)

1%

1%

0%

2%

2%

Worth Avenue

1%

4%

0%

The Boynton Beach Mall

6% 0%

1%

1%

1%

2%

1%

Grandview Market/Warehouse District*

0%

3%

1%

0%

0%

Q11a Favorite location for shopping, dining, arts, culture and entertainment Significance Testing at 95% Level of Confidence Between the Columns (ABCD) * Added in 2019 ↑ ↓ Change versus 2017

34


Similarly, These Are the Areas Most Frequented For Such Activities, With Visitation to Clematis In Particular Rising Compared To 2017 Frequent Shopping/ Dining/ Entertainment Areas 2019 Sector Analysis 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

Sector 1

Sector 2

Sector 3

Sector 4

< 1 mile

1 to 5 miles

5 to 10 miles

10 to 20 miles

(n=101) A

(n=100) B

(n=100) C

(n=100) D

28%

39%

34%

34%

23%

23%

19%

36%AC

16%

24%

10% 6% 6% 9% 15%C

14% 3% 12% 13% 6%

17% 5% 11% 13% 2%

12% 17%BC 11% 7% 14%C

6% 13% 6%

14% 13% 3%

9% 6% 5%

6% 6% 5%

2%

6%

1%

4%

2%

The Boynton Beach Mall

2%

0%

1%

2%

3%

Grandview Market/Warehouse District*

1%

0%

2%

1%

2%

(n=401)

Rosemary Square Clematis Street

15%

The Mall at Wellington Green Boca Town Center Downtown at the Gardens The Gardens Mall Atlantic Avenue

12% 12% 10% 10%

Palm Beach Outlets* Downtown Lake Worth Harborside Place (Jupiter)

7% 7% 4%

Worth Avenue

Q11a/b All locations frequented for shopping, dining, arts, culture and entertainment Significance Testing at 95% Level of Confidence Between the Columns (ABCD) *Added 2019 ↑ ↓ Change versus 2017

35


In General, Television Is the Most Popular Way to Gain Information about Local Events, Followed By Newspapers and Internet Sources/Social Media Despite remaining a top source of information, use of newspapers has declined substantially since 2017.

Sources of Local News and Information 2019 Sector Analysis Total

What sources do you use for local news and information and for information about local events, shopping, dining, and entertainment? (Top mentions – unaided)

(n=401) 40%

Television

26% 

Newspaper (Net)

21% 

The Palm Beach Post Sun Sentinel

7%

Sector 1

Sector 2

Sector 3

Sector 4

< 1 mile

1 to 5 miles

5 to 10 miles

10 to 20 miles

(n=101) A

(n=100) B

(n=100) C

(n=100) D

37%

35%

39%

42%

24%

27%

24%

28%

23%

23%

22%

20%

1%

5%

2%

11%A

Internet

26%

21%

18%

29%

25%

Social Media (Twitter, Facebook, etc.)

25%

33%

29%

26%

22%

8%

13%CD

3%

2%

Radio

3%

Q12a Sources used for local news and information on events, etc. Significance Testing at 95% Level of Confidence Between the Columns (ABCD) ↑ ↓ Change versus 2017

Older residents (50+) still rely primarily on television and newspapers for information on local area events, while younger residents are relying on the Internet and Social Media

36


Most Local Residents Are On At Least One Social Media Platform, With Facebook Being By Far the Most Common Do you use Social Media?

2019 Sector Analysis

Social Media Sites Used*

Sector 1 Sector 2

Total

No

< 1 mile

1 to 5 miles

5 to 10 miles

10 to 20 miles

(n=53) A

(n=50) B

(n=57) C

(n=51) D

78%

97%AC

79%

93%

47%

53%

37%

33%

7%

32%A

18%

16%

11%

13%

17%

10%

14%

11%

6%

16%

11%

12%

11%

4%

15%

6%

15%

9%

6%

1%

1%

16%BC

2%

3%

0%

9%

0%

1%

1%

2%

Those who use social media

Yes 63%

62%

63%

67%

(n=211) 88%

57%

37% 17%

37%

TOTAL (n=401)

38%

Sector 1 (n=101) A

38%

Sector 2 (n=100) B

33% Sector 3 (n=100) C

43%

Sector 4 (n=100) D

5%

Other

Sector 3 Sector 4

1%

Women were more likely to be on social media than men, and social media usage drops off directionally with age Q12b Use of Social Media / Q13c Social Media Sites Used *Added in 2019 Significance Testing at 95% Level of Confidence Between the Columns (ABCD) ↑ ↓ Change versus 2017

37


Residency


Nearly All Residents We Spoke With Live Here Year-Round, and This Number Has Increased Significantly Since 2017

Total 2019 (n=401)

Palm Beach County Residency

3%

Sector 1

Year round resident

Sector 3

Sector 4

1 to 5 miles

5 to 10 miles

10 to 20 miles

A (n=101)

B (n=100)

C (n=100)

D (n=100)

94%

Seasonal resident

Sector 2

< 1 mile

99%

95%

92%

97%  6%

6%

Year round resident Q13 Residency Significance Testing at 95% Level of Confidence Between the Columns (ABCD) ↑ ↓ Change versus 2017

5%

1%

Seasonal resident 39


Demographics


Demographics 2019 Sector Analysis Total 2019

Sector 1 < 1 mile

Sector 2

1 to 5 miles

(n=100) B

Sector 3

5 to 10 miles

(n=100) C

Sector 4

10 to 20 miles

(n=401)

(n=101) A

(n=100) D

Male

55%

48%

52%

59%

51%

Female

45%

53%

48%

41%

49%

Gender

Home ownership Own

78%

59%

61%

77%AB

83%AB

Rent

22%

41%C

40%C

23%

17%

Yes

17%

14%

15%

19%

13%

No

82%

82%

83%

77%

87%

2%

4%

2%

5%

1%

White

75%

57%

54%

72%B

83%AB

Black

Hispanic

Refused Ethnic Background

10%

19%

27%CD

11%

7%

Mixed racial backround

4%

5%

10%C

1%

3%

Native American or Alaskan Native

0%

0%

0%

0%

0%

Asian or Pacific Islander

2%

4%

1%

2%

1%

Other

5%

2%

8%

5%

3%

Don’t know/Refused

5%

12%BD

1%

9%B

3%

Q16 Home ownership/ Q17 Hispanic/ Q18 Ethnic Background Significance Testing at 95% Level of Confidence Between the Columns (ABCD)

41


Demographics 2019 Sector Analysis Total 2019

Sector 1 < 1 mile

Sector 2

1 to 5 miles

Sector 3

Sector 4 (n=100) D

5 to 10 miles

10 to 20 miles

(n=401)

(n=101) A

(n=100) B

(n=100) C

7% 14% 17% 5% 13% 7% 9% 11% 17% 52

7% 19% 10% 3% 11% 11% 10% 14% 16% 52.5

8% 18% 21% 3% 16% 6% 5% 10% 14% 49.1

9% 10% 18% 8% 14% 4% 10% 11% 17% 52.5

5% 10% 19% 5% 15% 8% 9% 11% 18% 54.1

Single Married Living with partner Separated/divorced Widowed Refused Number of Children

21%ďƒ˘ 52% 6% 8% 11% 2%

33%D 41% 7% 9% 7% 4%

28% 44% 7% 11% 7% 3%

25% 51% 3% 10% 9% 2%

17% 55% 6% 6% 14% 3%

0 1 2 3 4 5+

71% 10% 11% 4% 4% 0%

69% 10% 17% 1% 4% 0%

63% 15% 8% 7% 2% 4%

74% 9% 11% 3% 4% 0%

69% 10% 12% 4% 4% 0%

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+ Mean Marital Status

Q19 Age/ Q14 Marital Status/ Q15 Number of children Significance Testing at 95% Level of Confidence Between the Columns (ABCD)

42


Demographics 2019 Sector Analysis Total 2019

Sector 1 < 1 mile

Sector 2

1 to 5 miles

Sector 3

Sector 4 (n=100) D

5 to 10 miles

10 to 20 miles

(n=401)

(n=101) A

(n=100) B

(n=100) C

Full-time employment

51%

49%

58%

50%

48%

Part-time employment

8%

5%

5%

4%

10%

Homemaker

2%

4%

0%

7%BD

0%

Full-time student

3%

5%

2%

4%

2%

Part-time student

0%

2%

1%

0%

0%

Employment status

32%

29%

28%

29%

36%

Not currently employed

3%

1%

4%

3%

3%

Refused

2%

5%

2%

2%

1%

Healthcare

18%

13%

27%

10%

23%

Finance, Insurance, Real Estate

Retired

Industry – Top Mentions (among those employed) 14%

15%

12%

10%

19%

Construction

8%

9%

17%

7%

6%

Restaurants & Bars

6%

0%

8%

12%

3%

Automotive Service

5%

9%

5%

2%

4%

Education

5%

2%

2%

4%

5%

Electric Industry/Utilities

5%

2%

0%

0%

6%

Government/Other Public Administration Offices

4%

3%

0%

6%

5%

Yes

1%

6%

4%

1%

0%

No

98%

94%

97%

93%

100%

2%

0%

0%

6%

0%

Use of Brightline to travel to work (among those employed)

Refused

Q20a Employment status/ Q20b Industry/ Q20c Use of Brightline to travel to work Significance Testing at 95% Level of Confidence Between the Columns (ABCD)

43


Demographics 2019 Sector Analysis Total 2019 (n=401)

Sector 1

Sector 2

Sector 3

Sector 4

(n=101) A

(n=100) B

(n=100) C

(n=100) D

< 1 mile

1 to 5 miles

5 to 10 miles

10 to 20 miles

Income 7%

17%D

7%

10%

5%

$35,000 - $49,999

13%

11%

7%

11%

11%

$50,000 - $74,999

10%

7%

15%C

5%

13%

$75,000 - $99,999

9%

12%

12%

14%

8%

$100,000 - $149,999

12%

5%

11%

8%

15%

$150,000 and over

13%

19%C

9%

7%

18%C

Refused

36%

29%

40%

47%A

30%

Mean (in 000s)

91.2

88.0

88.2

80.5

99.9

Under $35,000

Q20 INCOME Significance Testing at 95% Level of Confidence Between the Columns (ABCD)

44


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