@DTSantaMonica DOWNTOWN SANTA MONICA, INC .
DTSantaMonica 1351 Third Street Promenade, Ste 201 Santa Monica, CA 90401 DowntownSantaMonica www.DowntownSM.com 02 03
Downtown comprises Downtown generated Downtown hosts Downtown generates 4.5% 37.1% 36% 30.6% of Santa Monica of total sales tax of hotel rooms of hotel room geographically revenues for Santa available citywide revenues citywide Monica in 2015
SOURCES City of Santa Monica Economic Development Dpt, HdL Companies, STR Global 2015 SOURCES City of Santa Monica Economic Development Dpt, HdL Companies, STR Global 2015
TOTAL TAXABLE SALES DOWNTOWN AVERAGE HOTEL OCCUPANCY 2015 2014 % CHANGE 2015 2014 % CHANGE Third Street Promenade $516,912,600 $484,298,100 +6.73%
Santa Monica Place $206,663,000 $218,073,000 -5.23% Downtown Santa Monica 80.8% 80.1% +0.87%
Lincoln Boulevard $84,199,700 $87,364,900 -3.62% Citywide Total 83.6% 84.1% -0.59%
Downtown (Other) $393,736,200 $378,469,700 +4.03% Downtown Occupancy: 89.3% AUGUST
DOWNTOWN TOTAL $1,201,511,500 $1,134,398,800 +5.92%
TOTAL TAXABLE SALES BY AREA OF CITY AVERAGE HOTEL DAILY RATE 2015 2014 % CHANGE 2015 2014 % CHANGE Downtown Santa Monica $1,201,511,500 $1,134,398,800 +5.92% Downtown Santa Monica $326.89 $312.22 +4.70% Montana Avenue $111,853,400 $107,843,600 +3.72% Citywide Total $323.71 $307.85 +5.15% Pico Boulevard $127,949,200 $126,333,700 +1.28%
Main Street $130,066,300 $116,997,800 +11.17% Downtown Hotel Peak Avg Daily Rate: $390.92 AUGUST
Santa Monica Pier $84,557,700 $76,527,300 +10.49%
CITYWIDE TOTAL $3,239,631,100 $3,171,334,200 +2.15%
$ + $ = $ EST. DOWNTOWN EST. DOWNTOWN EST. TOTAL DOWNTOWN TAXABLE SALES LODGING REVENUES ECONOMIC CONTRIBUTION 04 05
EST DOWNTOWN POPULATION POPULATION WITH BACHELOR DEGREE OR HIGHER
NOTE Population based on projections from 2010 U.S. Census
2016
2015 4,352 4,038 +8% 66% 64.5% 31% Santa Monica Downtown Los Angeles City Santa Monica County
SOURCES ESRI 2016, U.S. Census Bureau American Community Survey, 2010 - 2014
DOWNTOWN POPULATION BY AGE MEDIAN AGE DOWNTOWN POPULATION BY SEX DIVERSITY INDEX
4.5% 14 & Under Downtown Santa Monica Downtown 9.4% 15–24 37.8 52.2% 47.8% Santa Monica 29.9% 25–34 Male Female 54.6% Santa Monica 18.7% 35-44 City 12.6% 45–54 41.5
9.2% 55–64 Santa Monica Los Angeles City 15.8% 65 & Over 35.4 County 56.3% DOWNTOWN POPULATION BY RELATIONSHIP STATUS
Los Angeles County DOWNTOWN POPULATION BY RACE HISPANIC ORIGINS 86.6% 18.3% Divorced 73.1% White Downtown Santa Monica 4.4% Black 9.9% 29.4% Married 0.4% American Indian Santa Monica 12.9% Asian The Diversity Index measures on City 0.1% Pacific Islander 14.4% 3.7% Widowed a scale from 0–100 the likelihood that any two individuals picked 3.2% Other Los Angeles at random will identify with the 5.8% Two or More 41.5% County same race. 48.6% Never Married
Individuals identifying with any race above may also identify with Hispanic ethnicity 06 07
EST. DOWNTOWN HOUSING UNITS NOTE Housing based on projections from 2010 U.S. Census AVG HOUSEHOLD SIZE
Downtown 2,677 1.39 Santa Monica 92.8% R e n t e r O c c u p i e d Santa Monica 2.1% Vacant 1.88 City 5.1% Owner Occupied
Los Angeles SOURCES ESRI 2016, U.S. Census Bureau American Community 3.00 County Survey, 2010 - 2014, City of Santa Monica Human Services Dpt
DOWNTOWN HOUSEHOLDS BY INCOME MEDIAN HOUSEHOLD INCOME DOWNTOWN MEDIAN RENT
2016 Downtown +11.5% Santa Monica 37.3% $24,999 or Less $48,086 2015 13.2% $25,000–$49,999 Santa Monica 8.3% $50,000–$74,999 $77,276 City 12.6% $75,000–$99,999 $1,518 $1,692 28.4% $100,000 or More Los Angeles $57,790 County
DOWNTOWN HOUSEHOLDS BY RENT HOUSEHOLDS BY POVERTY LEVEL DOWNTOWN HOMELESSNESS Data reflects a census of 15.4% $499 or less Downtown homeless Santa Monica 15.1% $500–$999 15.5% individuals 11.6% $1,000–$1,499 conducted Santa Monica January 27, 2016 20.7% $1,500–$1,999 2 15 City 102Individuals Encampments Vehicles 37.2% $2,000 or more 12.3%
Los Angeles 16.9% County 08 09
EST ANNUAL BUS BOARDINGS EST BIKE SHARE TRIPS & ALIGHTINGS DOWNTOWN BEGINNING & ENDING DOWNTOWN 4,059,066 48,723 *January 1 through June 30
SOURCES Big Blue Bus, City of Santa Monica Parking Division, City of Santa Monica Transportation Division, walkscore.com
AVERAGE OCCUPANCY BY DOWNTOWN PARKING STRUCTURE 8:00am–11:00pm DOWNTOWN EMPLOYEE COMMUTE DOWNTOWN RESIDENT PS3 METHODS COMMUTE METHODS 72% PS1 PS4 64% PS2 57% PS5 5.0% Telecommute 10.8% Telecommute 48% 48% 5.0% Bike 0.1% Bike 5.0% Walk 20.7% Walk 1.0% Rail 2.7% Bus 18% Bus 5.9% Carpool 0.5% Vanpool 58.8% Drive Alone 10% Carpool PS9 Civic 60% Drive Alone PS6 PS7 55% 57% 48% 47% PS8 38% Library 38%
NOTE Commute patterns identified for 7,815 Downtown employees whose employers NOTE Civic Center Parking Structure is located are subject to transportation demand adjacent to Downtown, but provides parking for management regulations. DOWNTOWN RESIDENTS many Downtown employees and visitors TRAVELING 50.9% LESS THAN 20 MIN TO WORK AVERAGE DOWNTOWN PARKING SYSTEM OCCUPANCY BY DAY 8:00am–11:00pm
1.5 49% Monday 52% Tuesday DOWNTOWN 54% Wednesday RESIDENTS 53% Thursday 54% Friday DOWNTOWN WHO OWN 26.2% 56% Saturday AVERAGE VEHICLE NO VEHICLES 46% Sunday RIDERSHIP 10 11 5.28 29,173 21,530 $2,246,011,869 1 DOWNTOWN ZIP DOWNTOWN DOWNTOWN EMPLOYEE ESTIMATED ANNUAL CODE EMPLOYMENT CORE EMPLOYMENT TO RESIDENT RATIO DOWNTOWN PAYROLL
SOURCES Infogroup 2016, City of Santa Monica Transportation Division, City of Santa Monica Economic Development Dpt LARGEST DOWNTOWN AREA EMPLOYERS
COMPANY EMPLOYEES DOWNTOWN AREA EMPLOYMENT BY SECTOR
0 5 10 15 20 Fairmont Miramar Hotel 405 Santa Monica Amusements, L.L.C. 312 0.1% Agriculture, Forestry, Fishing & Hunting The Cheesecake Factory Restaurant 300 2.7% Construction True Car 286 0.8% Manufacturing 2.2% Wholesale Trade The Macerich Company 276 19.2% Retail Trade Bubba Gump Shrimp Co. Restaurant & Market 242 1.4% Transportation & Warehousing Clock Tower Productions, Inc. 200
5.5% Information Apple Computer, Inc. 190
9.0% Finance & Insurance Wilshire Associate, Inc. 190
6.5% Real Estate, Rental & Leasing Water Grill 184 11.6% Professional, Scientific, & Tech Services Burke Williams 150 2.2% Administrative Support & Waste Mgmt Whole Foods Market 145 1.8% Educational Services Bloomingdales 140 4.0% Health Care & Social Assistance Banana Republic 138 2.6% Arts, Entertainment & Recreation Del Frisco’s Grille 125 19.5% Accomodation & Food Services 6.8% Other Services ZipRecruiter, Inc. 124 3.5% Public Administration The Shore Hotel 122 0.5% Unclassified Technicolor Creative Services USA, Inc. 112
Double Tree Guest Suites Hotel 110
Fireside Convalescent Hospital 110 12 13
AVERAGE OFFICE VACANCY RATE AVERAGE RETAIL VACANCY RATE
14.0% Playa Vista 4.9% Westwood 11.9% Santa Monica 3.7% West Hollywood 9.0% Century City 3.3% Beverly Hills 8.7% West Hollywood 3.0% Santa Monica 8.3% Beverly Hills 1.8% Downtown Santa Monica 8.0% Westwood 1.1% Culver City 7.7% Downtown Santa Monica 5.9% Culver City SOURCES CoStar 2015
AVERAGE MONTHLY OFFICE RENT PER SQ FT AVERAGE MONTHLY RETAIL RENT PER SQ FT $7.49 $6.43 $5.72 $5.02 $4.62 $4.24 $4.17 $3.80 $3.79 $4.08 $3.52 $3.0 $2.54 $2.46
Downtown Santa West Westwood Century Beverly Culver Playa Downtown Santa Beverly Westwood West Culver Santa Monica Monica Hollywood City Hills City Vista Santa Monica Monica Hills Hollywood City
AVERAGE OFFICE SIZE IN SQ FT AVERAGE RETAIL SIZE IN SQ FT 13,097 10,163
3,248 3,208 3,160 3,067 2,768 2,426 2,654 2,649 2,548 2,025 2,113 1,497
Playa Century Culver Downtown Westwood Santa West Beverly Culver Downtown Santa West Westwood Beverly Vista City City Santa Monica Monica Hollywood Hills City Santa Monica Monica Hollywood Hills 14 15
ANNUAL SPEND BY CONSUMER ORIGIN
Downtown Resident 2% Percent of Citywide Demand Fulfilled by Santa Monica Resident 16% Downtown Retail Visitor 84% Establishments
Santa Monica resident spend is inclusive of Downtown resident spend.
SOURCES ESRI 2016, Infogroup 2016 SOURCE: Buxton 2015
ANNUAL SPEND BY ANNUAL SPEND BY $178,742,663 SANTA MONICA ZIP CODE METROPOLITAN AREA Citywide Demand 18.5% 52.1% Furniture & Home Motor Vehicles 90401 2.1% Los Angeles, CA 70.1% & Parts Furnishings 197.2% 90402 2.3% San Francisco, CA 2.9% CLOTHING & $352,536,851 $513,790,610 $83,683,093 Citywide Demand Citywide Demand ACCESSORIES Downtown Supply New York, NY 2.2% $95,023,932 $43,564,752 90403 5.6% Downtown Supply Downtown Supply 90404 2.5% Seattle, WA 1.5%
90405 4.0% San Diego, CA 1.3% 33.1% 5.7% 11.6% 22.2% 5.2% Electronics & Bldg Materials, Food & Health & Gasoline Appliances Garden Supplies Beverage Personal Care
$133,151,628 $109,657,742 $478,524,139 $154,702,604 $138,094,095 Citywide Demand Citywide Demand Citywide Demand Citywide Demand Citywide Demand $44,053,885 $6,250,390 $55,500,525 $34,273,222 $7,225,027 Downtown Supply Downtown Supply Downtown Supply Downtown Supply Downtown Supply
66.8% 42.3% 23.7% 13.7% 65.7% Sports, Hobbies, General Miscellaneous Nonstore Food Service Books, Music Merchandise Retailers Retailers & Drinking HOUSEHOLDS WITHIN A 5 MILE RADIUS
$71,978,614 $385,964,148 $121,695,330 $63,234,623 $283,792,429 match Downtown’s primary Citywide Demand Citywide Demand Citywide Demand Citywide Demand Citywide Demand consumer profile $48,081,124 $163,081,956 $28,890,778 $8,663,574 $186,437,153 Downtown Supply Downtown Supply Downtown Supply Downtown Supply Downtown Supply 16 17
PREFERENCES OF CONSUMERS WITHIN 5 MILES OF DOWNTOWN
CATEGORY CHARACTERISTIC RESIDENT INDEX EMPLOYEE INDEX
Apparel Spend $500+ on Watches for Self or Spouse 254.0 210.7
Automotive Most Recently Bought A Volvo 728.5 380.5
Beverage Drink Vueve Cliquot Champagne & Wine 660.1 387.5
Broadcast Media Listen to Smooth Jazz on Radio 772.2 361.0
Cleaning Use Clorox Toilet Wand Cleaners 168.2 141.6
Computer Visited WSJ.com Within 1 Wk. 711.6 381.5
Dining Ate Any Meal Alone At A Family Restaurant 111.5 110.5
Electronics Own Smart Phone 224.3 160.0
Entertainment Watch Foreign Language/Indie Movies 332.5 245.4
Food Eat Ben & Jerry’s Frozen Yogurt 253.7 190.3
Health & Beauty Use The Body Shop Moisturizers & Lotions 417.0 259.3
Home Furnishing Bought Bread Machine Within 12 Mos. 168.7 137.1
Home Improvement Use Professional Pest Control 98.1 100.0
Household Products Use Scotts Liquid Gold Furniture Polish 182.2 132.1
Lawn & Garden Bought Shears Within 12 Mos. 186.8 131.5
Medical Used Botox Within 12 Mos. 540.2 287.6
Pets Purchase Pet Supplies Online 164.0 126.9
Print Media Read Details Magazine 627.0 367.2
Shopping Purchased Snow Skis Within 12 Mos. 471.6 303.4
Tobacco Smoke Primary Brand Cigarettes 106.6 92.4
Indexes represent a propensity score on a scale where 100.0 is the average American household. An index of 120.0 indicates local consumers are 20% more likely than the average product to consume a good or service. 18 19
63.8% 68.0% 806,445 75.5% 1,794 88.1% 993
OF OF CITYWIDE SQ. FT. OF CITYWIDE UNITS PENDING PENDING INCREASE NEW HOTEL ROOMS DEVELOPMENT COMMERCIAL PENDING OR RESIDENTIAL OR APPROVED IN HOTEL ROOMS PENDING CITYWIDE DEVELOPMENT APPROVED DEVELOPMENT OR APPROVED
CERTIFICATE OF OCCUPANCY SOURCE City of Santa Monica Planning & Community Development Dpt Developments have completed construction and 21 1543 7th St. Mixed Use Residential
are occupied. 22 1613 Lincoln Blvd. Mixed Use Residential
1 1332 2nd St. Interior Modifications / 23 1637 Lincoln Blvd. Mixed Use Residential Sq. Ft. Additions DEVELOPMENT MAP 24 1641 Lincoln Blvd. Mixed Use Residential 2 1315 Lincoln Blvd. Interior / Storefront 25 1650 Lincoln Blvd. Mixed Use Residential Modifications 26 1660 Lincoln Blvd. Mixed Use Residential 7 3 520 Colorado Ave. Sq. Ft. Additions 27 501 Broadway Mixed Use Residential 4 395 Santa Monica Pl. Movie Theater 28 525 Colorado Ave. Mixed Use Residential 5 302 Arizona Ave. Mixed Use Residential 601 Colorado Ave. Mixed Use Residential 40 29 30 603 Arizona Ave. Hotel 9 PENDING PROJECTS 10 30 Developments are moving through City APPROVED PROJECTS approval processes. 5 Developments have received final approval to 31 11 14 6 101 Santa Monica Blvd. Ocean Ave Hotel begin construction. 12 13 2 7 1133 Ocean Ave. / 101 Wilshire Blvd. 31 1318 2nd St. Mixed Use Residential 1 32 Fairmont Miramar Hotel 32 1337 7th St. Fire Station 6 8 120 Colorado Ave. Wyndham Hotel 33 1554 5th St. Courtyard by Marriott Hotel 9 1235 5th St. Mixed Use Residential 15 34 1560 Lincoln Blvd. Mixed Use Residential 17 10 1248 5th St. Former Post Office 16 35 1601 Lincoln Blvd. Mixed Use Residential 11 1301 4th St. Plaza at Santa Monica 18 19 36 1626 Lincoln Blvd. Affordable Housing 12 1318 4th St. Macerich / ArcLight Cinema 37 27 2O 37 401 Broadway Commercial 13 1318 Lincoln Blvd. Mixed Use Residential 38 500 Broadway Mixed Use Residential 38 14 1325 6th St. Mixed Use Residential 4 39 501 Colorado Ave. Hampton Inn & Suites 28 15 1415 5th St. Mixed Use Residential 29 21 by Hilton 33 39 34 16 1425 5th St. Residential 35 40 710 Wilshire Blvd. Mixed Use Hotel / Retail 8 3 36 22 17 1430 Lincoln Blvd. Mixed Use Residential Development statistics include projects with pending or 25 23 18 1437 5th St. Mixed Use Affordable Housing recently approved development applications. Downtown 26 19 1441 Lincoln Blvd. Mixed Use Residential 24 Santa Monica, Inc. makes no representations as to the 20 1443 Lincoln Blvd. Mixed Use Residential likelihood of any specific outcome for individual projects.