Harvard Square Business Association Demographic Data 2012 Welcome to Harvard Square!

The Harvard Square Business Association Sampling of Annual Events Clockwise from upper left: Bastille Day, Urban Ag Fair, Make Music Harvard Square, Sparklefest, MayFair, Oktoberfest On the cover: Winthrop Street

Welcome to Harvard Square; a world-renowned shopping, dining, cultural, academic and historical destination since 1630.

Each year the Harvard Square Business Association (HSBA) surveys the geographic area of Harvard Square, commonly known as the Harvard Square Overlay District. The primary goal of this survey is to stay on top of business trends in the Square. It includes both members and non-members of the HSBA. This survey is comprised of restaurants, retailers, services and cultural organizations located in first floor space, some in second and third floor space, and a few in upper floors. Based on available information, we calculated the combined total square footage of these businesses to be 1,064,134, of which approximately 196,000 square feet is hotel space. Results of the survey can be found on page four of this booklet .

In addition to the survey, we have also included demographic data relative to our zip code (02138), the City of Cambridge, and the greater metropolitan Boston area. It also includes some interesting tourism statistics.

Data was obtained from the following sources: The City of Cambridge, Cambridge Office for Tourism, The Greater Boston Convention and Visitors Bureau, The Cambridge Chamber of Commerce, Massachusetts Office of Travel & Tourism, Massachusetts Chamber of Commerce and the MBTA, The US Census (2010), as well as Verizon Super Pages and door-to-door site visits.

Booklet Content: The Harvard Square Business Association – Overview Harvard Square Overlay District Survey Results Harvard Square (02138) Zip Code – Demographic Data Cambridge, Massachusetts – Demographic Data Boston / Cambridge Travel & Tourism – Visitor Statistics Suburban Boston / Cambridge – Demographic Data

We hope you find this information useful and thank you for your support.

Sincerely, Denise Jillson Executive Director Harvard Square Business Association 18 Brattle Street Cambridge, MA 02138 (617) 491-3434 www.harvardsquare.com

THE HARVARD SQUARE BUSINESS ASSOCIATION

The Harvard Square Business Association was established in 1910 and Incorporated on May 20, 1936. The signed and sealed document of incorporation states, “The object of the association shall be to advance the commercial, industrial, and public interests of Harvard Square; to promote a commercial exchange; to accumulate and give to its members business information; to adjust controversies and misunderstandings; to establish and maintain uniformity in commercial transactions; and to promote just and equitable principles of trade.”

During the past century, The Harvard Square Business Association has spearheaded initiatives that resulted in significant contributions to Harvard Square; from the earliest incarnation of Electrified Lampposts, to the latest, Free Outdoor Public WiFi!

Over these many years, the HSBA has cared for the Square, improved the public space, and strengthened the business community by developing and nurturing partnerships with the City of Cambridge, Harvard University, property and business owners, residents, and students.

The association is managed by an Executive Director and is overseen by a five-member executive board and eighteen directors.

THE HARVARD SQUARE BUSINESS ASSOCIATION

2012 Board of Directors President John P. DiGiovanni, Trinity Property Management Vice President Jeremiah Murphy, The Harvard Coop Vice President Mary Catherine Deibel, UpStairs on the Square Treasurer Brian Kelley, Cambridge Trust Company Secretary Richard Beaty, Hammond Real Estate 2012 Board Members Dan Andrew, Trademark Tours Bill Doncaster, Lesley University Ted Galante, Galante Architecture Lisa Hogarty, Harvard University John Schall, Fire + iCE Rachel Solem, Irving House Trippe Lonian, Pinkberry Ivy Moylan, Brattle Theatre Gino Ruotolo, Gino Ed Serues, University Common Real Estate Rachel Wentworth, Forty Winks Benson Willis, Hotel Veritas Jalal John Azar, Bank of America Robyn Culbertson, Cambridge Office for Tourism Joseph F. Hickey, Charitable Friends of Digamma Building (Fox Club Graduate Assoc.) Dan Hogan, Passim Suzanna Krmzian, Citizens Bank Ellie Mueller, Oona’s Experienced Clothing

HARVARD SQUARE OVERLAY DISTRICT SURVEY RESULTS

Total of Number of Businesses Types of Businesses in Surveyed in Harvard Square – 337 Harvard Square

Total Occupancy 94.5% Oldest Establishments 75% of the Total Number of Businesses are First Parish in Cambridge 1636 HSBA Members Harvard University 1636 10% of the Total Number of Businesses are Woman-owned Businesses Cambridge Savings Bank 1834 Schoenhof’s Foreign Books 1856 Retail Market Old Cambridge Baptist Church 1870 Average sales: $330 / square foot Harvard Coop 1882 Leavitt & Peirce 1883 Guest Rooms Parking Lots There are 8,500 guest rooms available in close proximity to the Square at average annual 6 Public Parking Lots occupancy of 92%. 497 on-street parking spaces Average High/ Low Temperatures Total of 2088 parking spaces Oktoberfest, October 7, 2012 – 62/46 Mayfair, May 6, 2012 - 67/50

Wifi

Free Outside Wifi Access to the public since 2008 using Meraki technology. Over 200,000 visitors have accessed Harvard Square’s wireless internet. Harvard Square’s network is the 2nd largest Harvard Square Meraki network in the United States. HARVARD SQUARE / 02138 ZIP CODE DEMOGRAPHIC DATA

Population Employment (%)

Total Female 83% 33,930 Male 51.8% Median Age 48.2% 17% 29.41

Household

Total With Children Income & Housing Education 13,284 2,300 Average Household Income Bachelor’s Degree 50% (17.3%) $100,174 Master’s Degree 33% Median Household Income $68,003 Without Children Median Home Sale Price Harvard University 10,984 (82,7%) $470,000 Seasonal Student Population 21,229 International Students 5,337 (25%) Social Media: www.harvardsquare.com Public Transportation MBTA Facebook ‘Likes’ – 10,285 – Harvard Square is located on the Twitter Followers – 6,210 Massachusetts Bay Transportation Authority’s Red Line (MBTA) Harvard Square Metro Station Approximately 22,000 passengers embark or disembark daily Buses 13 bus connections stop in Harvard Square Red Line Connections Downtown Boston, suburban towns (Quincy, Braintree) & a large parking facility for Oktoberfest commuters at Alewife Station

*Sources for Information above: The City of Cambridge and the MBTA CAMBRIDGE, MASSACHUSETTS DEMOGRAPHIC DATA

Population Education Total – 105,162 65+ <18 Median Age - 30.2 9.5% 11.4% 40-65 Foreign Born – 27.4% 22.7% 18-39 Female 56.4% Male 51% 49%

By Age Household Income (%) Household Median - $63,271 Median Family Income -$62,367 Without With Total Children Children 44,032 26,612 17,420 Persons/family (60.5%) (39.5%) 2.76

Employment Total Jobs – 106,405 Average Annual Wage - $80,704 Cambridge’s commercial and residential tax rates are the lowest among surrounding communities and This figure includes only employees for one of the lowest of any city in the state. whom unemployment tax is paid. It does not include self employed persons or sole proprietors.

Universities in Cambridge Harvard University Massachusetts Institute of Technology Lesley University Cambridge College

These 4 institutions have a total of 14,309 undergraduate and 25,674 Cambridge graduate students *Sources for Information above: The City of Cambridge and the 2010 US Census BOSTON / CAMBRIDGE TRAVEL & TOURISM VISITOR STATISTICS

Tourism Visitors (2011) Major Museums & Total Domestic & Overseas – 21.2M Attractions (2011) (3.9% increase over 2010) 9.9M Annual Visitors Total Overseas Visitors – 1,253,000 Hotel Occupancy (2011) (5.6% increase over 2010) 77% Spending Impact from Visitors - $8.3 Billion

Flight Statistics 2011 Total Flights 368,987 Total Airport Passenger - 28.8M

Domestic International Passengers Passengers 24,831,068 3,962454

Logan International Airport 5.82 miles from Harvard Square and accessible via Boston’s

View of Boston from Cambridge Subway System, MBTA

Distance from Regional Areas Approximate Driving Distances to Cambridge Providence, Rhode Island 50 miles Concord, New Hampshire 75 mile Hartford, Connecticut 115 miles New York, New York 235 miles

*Sources for Information above: The Massachusetts Office of Travel & Tourism, Massachusetts Chamber of Commerce SUBURBAN BOSTON / CAMBRIDGE DEMOGRAPHIC DATA

Cambridge is a city of neighborhoods or “squares”, each with its own distinct feel and ambience. In addition to Harvard Square, these include Kendall Square, home of MIT and a hub of technology industries; Central Square, a melting pot of diverse ethnicities and varied culinary options; Porter Square, the site of Lesley University; and Inman Square, home to many eclectic restaurants, bars and boutiques. Harvard Square is easily accessible from all of these neighborhoods, via Boston’s MBTA (Massachusetts Bay Transportation Authority) bus and subway system.

Harvard Square is conveniently located within a 30 minute drive from many suburban Boston towns, such as:

Brookline Newton Belmont Population 58,732 Population 85,146 Population 24,729 Median Resident Age 34.5 Median Resident Age 38.7 Median Resident Age 40.4 Estimated Household Income Estimated Household Income Estimated Household Income $95,448 $107,696 $95,197 Bachelor’s Degree or Higher Bachelor’s Degree or Higher Bachelor’s Degree or Higher 79.6% 72.8% 68.1% Graduate Degree 45.3% Graduate Degree 38.9% Graduate Degree 36.7% 2.7 miles from Harvard Square 4.4 miles from Harvard Square 4.6 miles from Harvard Square

10 of the Commonwealth’s Largest Universities Within a 10 Mile Radius of Harvard Square Harvard University, Lesley University, MIT, Boston University, Tufts University, Northeastern University, Suffolk University, Bunker Hill Community College, Boston College, University of Massachusetts – Boston Combined Enrollment – 174,287

Head of the Charles Regatta

*Sources for Information above: The 2012 US Census and University Websites www.harvardsquare.com Harvard Square Business Association 18 Brattle Street, Suite 352 Cambridge, MA 02138 (617) 491-3434 Fax: (617) 491-6976 www.harvardsquare.com Facebook.com/HarvardSq | Twitter: @HarvardSquare