Salt Lake Downtown Alliance June 2017 1 SURVEY DETAILS • Short telephone survey updating previous benchmark data around key topics • 609 respondents • ±4% margin of error • Trending is provided for all questions that were part of previous research • Cross-tabs with demographics are provided on many of the questions, and additional tabs and analytics available upon request • Open-ended question responses were categorized by researchers, and verbatim responses are available upon request 2 GENDER

60%

52% 51% 52% 51% 50% 49% 50% 50% 48% 49% 48%

40%

30%

20%

10%

0% Male Female 2017 2016 2015 2014 2013 3 AGE

20% 19%

17% 17%17%17% 17%

15% 15% 14%14%14% 14% 14%14% 14% 14%14% 14%14% 13% 13%13% 13% 13% 13% 12% 12% 11%11% 10% 10% 10% 10%10% 10% 9% 9% 9% 8% 8% 8% 7%

5%

0% 18 to 24 25 to 29 30 to 34 35 to 39 40 to 44 45 to 54 55 to 64 65 or Older

2017 2016 2015 2014 2013 4 VISITS TO DOWNTOWN BY ACTIVITY • In the past six months the average individual has visited downtown Salt Lake 6 times for dining, over 4 times for shopping, over 3 times for entertainment, and once for religious activities. Also, the average employee has visited downtown Salt Lake over 15 times for work reasons in the past six months. 6.05 Dining 6.25 5.83 5.81 4.33 We saw a slight Shopping 4.34 increase in the 3.45 average number of 3.31 visits to downtown 4.33 Salt Lake for Entertainment 3.92 3.68 entertainment. 3.53 1.52 Religious Activities 2.16 1.92 1.69 15.52 Employment Purposes

0.00 5.00 10.00 15.00 20.00 2017 2016 2015 2013 5 INTEREST IN ACTIVITIES DOWNTOWN

How interested are you in the following activities in downtown Salt Lake?

5.86 Dining 5.74 5.94 5.68 5.81 Events & Festivals 5.59 5.81 5.66 4.62 Shopping 4.57 4.85 4.76 3.87 Nighlife 3.78 3.67 3.59 Working 3.44 (If Work Outside 3.60 3.87 Home) 3.72 2.46 Living 2.54 2.62 2.51 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00 10.00 Not At All Very Interested Interested 2017 2016 2015 2013 6 INTEREST IN ACTIVITIES DOWNTOWN Above Average Interest in the Following Categories

80% (Above Average = 5-10 Rating)

72% 72%71% 71% 71% 69% 67% 68%

60% 55% 54% 55% 51%

41% 41%40% 38% 40% 37% 37%36% 34%

20%21% 20% 19% 18%

0% Working Living Dining Nightlife Shopping Events & Festivals 2017 2016 2015 2013 7 ARTISTIC CREATIVITY & CULTURE DOWNTOWN

Overall, how would you rate the level of artistic creativity and culture in Downtown Salt Lake City?

1 = Very Poor 2%

2 1%

3 3%

4 4%

5 12%

6 14%

7 24%

8 20%

9 9%

10 = Excellent 8%

Don’t Know 5%

0% 5% 10% 15% 20% 25% 8 ARTISTIC CREATIVITY & CULTURE DOWNTOWN

Why did you give artistic creativity and culture a rating of ______?

Variety / Many Events, Entertainment, Opportunities 15%

Has Artistic Creativity and/or Culture, In General 6%

Room for Improvement / More Creativity and Culture 6%

Good and Bad Aspects of Artistic Creativity and Culture 6%

Not as Much Artistic Creativity/Culture as Other Areas 6%

Positive Impression of Downtown Salt Lake City 4%

Have Seen Growth / Improvement in Artistic Creativity and 4% Culture

Lacking Artistic Creativity and/or Culture, In General 4%

Unfamiliar with Artistic Creativity and Culture in Downtown 7% Salt Lake City

0% 5% 10% 15% 20% Other less frequently mentioned responses include Average for Artistic Creativity and Culture (3%), Appearance / Beauty of Downtown Salt Lake City (3%), Diversity (3%), Museums / Galleries (3%), There is a Lot of Art (3%), Music Opportunities and Venues (3%), Theaters and Stage Productions (3%), Personal Experience / Familiarity with Artistic Creativity & Culture (2%), Religious Activities and Culture (2%), Buildings / Architecture (2%), Festivals and Fairs (1%), Lack of Diversity (1%), More Artistic Creativity / Culture in Other Areas (1%), Word of Mouth (1%), Miscellaneous Responses (5%), Don’t Know (3%), and Don’t Care / No Opinion (2%) 9 ENTERTAINMENT EVENTS DOWNTOWN Which of the following best describes why you typically attend entertainment events downtown? Downtown Events are Usually Not Available 37% 39% Elsewhere 44%

There are More / Other Things to Do While I 32% 33% Am Downtown, Like Shopping, Dining, etc. 30%

Coming Downtown Makes the Event Feel 11% 14% More Special 11% 1% All Three Reasons Mentioned Above 1% 1% 1% To Go With Someone / Meet Someone 0% 1% 6% Some Other Reason (Specify) 3% 5%

I Do Not Attend Entertainment Events 12% 10% Downtown 9%

0% 10% 20% 30% 40% 50% 2017 2016 2015 10 MOTIVATIONS TO VISIT DOWNTOWN

20% Arts and Entertainment (Theatre, Concerts, 20% 18% Festivals, Events) 15% 8% 7% Work 8% 7% 8% 6% Dining / Restaurants 6% 9% 7% 7% Church / Religious Events 10% 14% 6% Never Go Downtown / No Reason to Go 6% 5% Downtown 6% 6% 9% Visit / Go With Friends and Family 7% 7% 5% 2% Appealing Culture / Atmosphere 3% 1% 5% 7% For Things that are Only in SLC 5% 0% 4% 5% Shopping 6% 13% 0% 5% 10% 15% 20% 25% 2017 2016 2015 2013 Other less frequently mentioned responses include Lots to Do / Options (3%), Change of Pace / Change of Scenery (3%), Special Occasions / Celebrations (3%), Socialize / Nightlife (3%), Sporting Events (3%), Fun (2%), I live Near SLC (2%), Medical Reasons (1%), If I Need / Want To (1%), Museums / Sights / Attractions (1%), Out of Town Visitors (1%), Everything is Close By (1%), Miscellaneous Responses (4%), Don’t Know (1%). 11 PERCEPTION OF DOWNTOWN: IMPROVED What has had the biggest impact on your change in perception of downtown Salt Lake over the past 12 months? (Improved) 19% 13% More Aware and Familiar 14% 3% 17% 18% Better Businesses and Activities 18% 5% 12% 9% New Development 8% 0 10% Eccles Theater

9% 8% Renovations and Improvements 11% 0 6% 7% Cleanliness 6% 7% 5% 17% City Creek 13% 46% 5% 3% Transportation Options 6% 7% 0% 10% 20% 30% 40% 50% 2017 2016 2015 2013

Other less frequently mentioned responses include Parking (3%), The People / Friendlier (2%), The Sights / Improved Appearance (1%), Politics (1%), Traffic (1%), Miscellaneous Responses (10%), and Don’t Know (1%). 12 PERCEPTION OF DOWNTOWN: GOTTEN WORSE What has had the biggest impact on your change in perception of downtown Salt Lake over the past 12 months? (Gotten Worse) 50% Problems with Homeless / 21% Panhandlers 8%

9% 13% Traffic 0% 9% 6% 4% Problems with Crime / Drugs 10% 23% 6% 6% Problems with Crowds 5%

4% 25% Politics

0% 10% 20% 30% 40% 50% 2017 2016 2015 2013

Other less frequently mentioned responses include Problems with Parking (2%), Problems with People (2%), Transportation Options (2%), Miscellaneous Responses (13%), and Don’t Know (7%). 13 “OWNERSHIP” OF DOWNTOWN

Do you agree or disagree with the statement: “I feel a sense of ownership with downtown Salt Lake”?

2013 2014 2015 2016 2017 TOTAL DISAGREE 53% 47% 50% 52% 49% Strongly Disagree 19% 11% 16% 21% 17% Somewhat Disagree 34% 36% 34% 31% 32% Somewhat Agree 26% 34% 31% 31% 30% Strongly Agree 18% 18% 16% 16% 17% TOTAL AGREE 44% 52% 47% 47% 47% Don’t Know 2% 1% 4% 1% 4% 14 DOWNTOWN LIVING

Would you consider living downtown?

77% 77% 80% 75% 73%

60%

40%

24% 25% 21% 21% 20%

1% 2% 2% 2% 0% Yes No I Already Live Downtown 2017 2016 2015 2013 15 DOWNTOWN LIVING

Why would you consider living downtown? 38% Convenience, Close Proximity and 31% Access to Everything 36% 28% 15% 16% Work 16% 9% 13% 9% Love "City" Life, Like the Area 9% 20% 5% 3% Culture and Atmosphere 5%

3% Ability to Walk and Access 5% Transportation 3%

3% Entertainment, Events, and 16% Attractions 5% 11% 3% 3% Previously Lived in the Area 2%

0% 10% 20% 30% 40% 2017 2016 2015 2013

Other less frequently mentioned responses include To Attend the U (2%), Have Family / Friends There (1%), Housing (1%), Beautiful Area (1%), Different Stage of Life (1%), and Miscellaneous Responses (14%) 16 DOWNTOWN LIVING What would increase your interest or motivation to live downtown? 18% 15% Lower Cost of Living, Lower Cost of Housing 13% 11% 11% 9% 6% Different Job, Employment Opportunities 11% 7% 9% 5% 3% Improved Safety, "Clean" Streets 3% 5% 4% 3% 5% If It Were Less Busy, Crowded, or Congested 3% 6% 4% 3% 5% More Open Space, Yards, and Parks 6% 3% 4% 3% 5% Better Housing 2% 1% 2% 36% 37% Nothing, Happy Where I'm At 34% 39% 38% 0% 10% 20% 30% 40% 2017 2016 2015 2014 2013

Other less frequently mentioned responses Different Stage of Life (2%), More Money / Higher Income (2%), Transportation Concerns (2%), Different Feel / Atmosphere (1%), Entertainment / Events (1%), Education Opportunities (1%), Better Parking (1%), Family / Friends Lived There (1%), More Family- or Kid- Friendly (1%), Place for my Animals (1%), Retirement / Old Age (1%), When Children Leave Home (1%), Miscellaneous Responses (4%), and Don’t Know (6%). 17 DOWNTOWN SALT LAKE SHOPPING

Percentage of respondents who have visited various shopping destinations in the past month.

50% 47%

42% 42% 40% 39% 35% 36% 33% 34% 30% 28% 23% 20% 21% 20%

13% 12% 10% 9%

0% City Creek Center Fashion Place The Gateway Trolley Square Station Park 2017 2016 2015 18 DOWNTOWN SALT LAKE SHOPPING Percentage Who Have Visited Various Shopping Destinations in the Past Month. Compared by Age 40% in 2016 60%

50% in 2016 54% 44% in 2016 50% 40% in 2016 46% in 2016 47% 44% 33% in 2016

35% in 2016 38% in 2016

41% 38%

40% 38%

37%

33% 33%

32%

31% 29%

30% 28%

27% 27% 27%

26%

24% 24%

18% in 2016 22%

21% 20%

20% 18%

14% 14% 14%

10% 8%

6%

5% 5%

0% Fashion Place Station Park The Gateway Trolley Square City Creek Center

18-24 25-34 35-44 45-54 55-64 65+ 19 CREATE A PERFECT DOWNTOWN If you were to create a perfect downtown Salt Lake City, what attractions, stores, restaurants, events, or other aspects would you want? 5% Music Events and Activities 4% 3% 5% Improved Dining 6% 3% 3% Family- or Kid-Friendly Things 4% 2% 2% Parks, Green, Open Space 3% 3% 2% Sports Events and Activities 2% 3% 2% Arts Events and Activities 1% 1% 2% Improved Transportation / Ease of…

2% Outdoor Activities and Shops 0% 1% 25% Nothing/It's Good How It Is 23% 20% 22% Don't Know 24% 26% 0% 5% 10% 15% 20% 25% 30% 2017 2016 2015 Other less frequently mentioned responses Better Clubs and Bars (2%), Improved Parking (2%), Museums (2%), Theaters / Theater Events (2%), Improved Shopping (2%), More Affordable Shopping/Activities (1%), Safer/Cleaned Up Areas (1%), Specific Types of Stores (1%), Increased Culture / Cultural Events (1%), Theme Park (1%), More Entertainment (1%), Movie Theaters (1%), Extended Hours of Operation (1%), Improve the Gateway & Surrounding Areas (1%), Specific Restaurants (1%), Miscellaneous Responses (5%), Don’t Care / No Opinion (2%), Refused (1%). 20 INCOME

13% Under $25,000 10% 11% 10% 16% $25,000 to $49,999 20% 21% 23% 27% $50,000 to $74,999 25% 25% 32% 17% $75,000 to $99,999 18% 15% 17% 13% $100,000 to $149,999 16% 18% 11% 15% $150,000 or More 11% 10% 8%

0% 5% 10% 15% 20% 25% 30% 35% 2017 2016 2015 2013 21 LEVEL OF EDUCATION

1% 1% Some High School 1% 2% 14% 15% High School Graduate 16% 15% 33% 33% Some College 26% 30% 41% 36% College Graduate 43% 43% 11% 16% Post-graduate / Professional 13% 11%

0% 10% 20% 30% 40% 50% 2017 2016 2015 2013 22 INDIVIDUALS IN HOUSEHOLD 23 INDIVIDUALS UNDER 18 IN HOUSEHOLD

60% 52% 50% 51% 51% 50% 50% 49% 48% 49%

40%

30%

20%

10%

0% Yes No 2013 2015 2016 2017