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2016 Usage and Perception Study

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2016 Usage and Perception Study 4/7/2016 Highlights from DNC’s 2016 Usage and Perception Study April 6, 2016 1 30-Minute Agenda • Study Methodology • Key Insights About Downtown Norfolk • Your Job as a DNC Member • Why Your Role Is So Important 2 1 4/7/2016 Study Methodology 3 Study Methodology • A 15-minute online survey, created by SIR and approved by DNC, was conducted among residents (18 and older) across the Hampton Roads region. – 651 complete responses were collected. • Responses were collected January 12–18, 2016. • Data was analyzed by SIR, including coding and tabulation of open-ended responses. Note: In 2012, the study was conducted using a telephone methodology that sampled a mix of landlines and cell phones. The study obtained 500 completed interviews. A follow-up online sample version was conducted a month later. In 2010, the study was conducted using a telephone methodology that sampled only landlines. 4 2 4/7/2016 Study Respondents Cover the Entire Market and Match Up to the Region’s Demographics 5 Key Insights About Downtown Norfolk 6 3 4/7/2016 The Biggest Finding 7 Visitation to Downtown Norfolk is at an all-time high— 8 in 10 residents across the region visited Downtown Norfolk in the past 12 months. 8 4 4/7/2016 81% of Hampton Roads Residents Visited Downtown Norfolk in the Past 12 Months An All-Time High Recorded by This Survey 100% 78% 81% 80% 66% 64% 61% 59% 60% 56% 40% 20% 0% 2002 2004 2006 2008 2010 2012 2014 2016 n = varies by year Q5. Have you been to Downtown Norfolk for work or any other purpose in the past 12 months? 9 Our Dramatic Story 10 5 4/7/2016 5 Reasons 11 1 For the most part, Downtown Norfolk is now associated with positive imagery. 12 6 4/7/2016 “What three words come to mind when you think of Downtown Norfolk specifically?” All Respondents 13 “What three words come to mind when you think of Downtown Norfolk specifically?” Millennial Respondents 14 7 4/7/2016 “What three words come to mind when you think of Downtown Norfolk specifically?” Gen X Respondents 15 “What three words come to mind when you think of Downtown Norfolk specifically?” Boomer Respondents 16 8 4/7/2016 “What three words come to mind when you think of Downtown Norfolk specifically?” Silent Generation Respondents 17 2 Downtown Norfolk has many appeals, with the MacArthur Center being the biggest attraction. 18 9 4/7/2016 Question was asked of respondents who have visited Downtown Norfolk Downtown Norfolk Has Many Appeals in the past year (Q6). To MacArthur Center for shopping, dining, or movies 73% To any restaurant, café, or bar NOT inside MacArthur Center 62% For any cultural activity at Chrysler Hall, Wells Theatre, the Roper Center, Chrysler Museum, or Harrison Opera House 41% To any event or outdoor entertainment in Town Point Park (concert, festival, art show, or fireworks, incl. Harborfest) 40% For any sporting event at Scope or Harbor Park 34% To downtown for any other reasons not mentioned 34% For any shopping NOT inside MacArthur Center 32% For any entertainment activity at Scope, the NorVa, or Granby Theater 32% To Nauticus, the Hampton Roads Naval Museum, or the USS Wisconsin Battleship 31% To visit a doctor, lawyer, accountant, stockbroker, banker, or other professional office 30% To the library, church, post office, city hall, or federal or city offices 21% To Harbor Park for any activity other than a sporting event 16% To Slover Library 13% For you or a family member to attend school 9% 0% 20% 40% 60% 80% 100% Q10. In the past year, how many times have you been to Downtown Norfolk for the following reasons? n = 524 19 Question was asked of respondents who More than One-Quarter of Respondents Say have visited Downtown Norfolk MacArthur Center Is Their Favorite Feature in the past year (Q6). of Downtown Norfolk MacArthur Center/shopping 28% Entertainment/cultural events 11% Waterfront/water activities/working harbor 9% Selection of restaurants/bars 8% Events at Town Point Park 7% But there’s Sporting events/Scope events 7% no one Lots of things to do 6% attraction Sense of “urban excitement”/feels like a city 5% Beautiful/historic place 5% Walkable area/pedestrian-oriented 2% Nothing 12% 0% 20% 40% 60% 80% 100% Q11. Which one feature or aspect of Downtown Norfolk do you like best? n = 637 20 10 4/7/2016 Question was asked of respondents who The MacArthur Center Was the have visited Downtown Norfolk Most-Often-Visited Area in Downtown Norfolk in the past year (Q6). by Respondents in the Past Year To MacArthur Center for To visit a doctor, lawyer, shopping, dining, or 5 accountant, stockbroker, 1.9 movies banker, other professional To any restaurant, café, or To the library, church, post bar NOT inside MacArthur 3.7 office, city hall, or federal or 1.9 Center city offices To downtown for any For any sporting event at other reasons not 2.9 Scope or Harbor Park 1.8 mentioned For any entertainment For you or a family activity at Scope, the NorVa, member to attend school 2.3 1.7 or Granby Theater To Nauticus, Hampton For any shopping NOT Roads Naval Museum, or inside MacArthur Center 2.1 1.5 USS Wisconsin Battleship To any event or outdoor entertainment in Town 1.9 To Slover Library 1.3 Point Park For any cultural activity at To Harbor Park for any Chrysler, Wells, Roper, or 1.9 activity other than a sporting 1.2 Harrison event 0 2 4 6 0 2 4 6 Q10. In the past year, how many times have you been to Downtown Norfolk for the following reasons? n = 524 21 3 Downtown Norfolk has something for every generation. 22 11 4/7/2016 Born in the U.S.A. 81,000,000 76,000,000 62,000,000 58,000,000 44,000,000 Greatest Silent Boomer Gen X Millennial 1909–28 1929–45 1946–64 1965–82 1983–01 88+ 71–87 52–70 34–51 15–33 23 Question was asked of respondents who have visited Downtown Norfolk as a Destination Has Downtown Norfolk in the past year Something for Every Generational Cohort (Q6). Millennial Gen X Boomer Silent To MacArthur Center for shopping, dining, or movies 81% 79% 64% 65% For any shopping NOT inside MacArthur Center 38% 30% 24% 35% To any restaurant, café, or bar NOT inside MacArthur Center 61% 63% 57% 60% To any event or outdoor entertainment in Town Point Park 48% 45% 29% 19% To Nauticus, the Hampton Roads Naval Museum, or the USS Wisconsin Battleship 38% 27% 25% 23% For any cultural activity at Chrysler Hall, Wells Theatre, the Roper Center, Chrysler Museum, or 31% 34% 41% 60% Harrison Opera House For any entertainment activity at Scope, the NorVa, or Granby Theater 37% 34% 26% 17% Millennial respondents To Slover Library 13% 12% 6% 17% n = 90 For any sporting event at Scope or Harbor Park 34% 35% 29% 23% To Harbor Park for any activity other than a sporting 21% 10% 11% 6% Gen X event respondents To visit a doctor, lawyer, accountant, stockbroker, 24% 26% 28% 35% n = 172 banker, or other professional office To the library, church, post office, city hall, or federal 16% 20% 17% 13% Boomer or city offices respondents For you or a family member to attend school 14% 6% 2% 0% n = 214 To downtown for any other reasons not mentioned 34% 31% 31% 33% Silent respondents Q10. In the past year, how many times have you been to Downtown Norfolk for the following reasons? n = 48 24 12 4/7/2016 4 Downtown Norfolk’s physical and cultural improvements are being noticed, driving positive perceptions. 25 Offers a variety of dining options Offers art and cultural opportunities Has a rich history Has a variety of shopping options Has a variety of live music entertainment Has accessible public transportation Is culturally and ethnically diverse Offers higher education options Has a variety of employment options Embraces creativity Offers outdoor recreation options Is easy to travel to the downtown area Is easy to get around by biking or walking Downtown Attributes Downtown Offers quality housing options Is safe 26 13 4/7/2016 “How well do you think each of the following describes Downtown Norfolk? “Please use a scale of 1 to 5 for your answers, where 1 means ‘does not describe Downtown Norfolk very well’ and 5 means ‘describes Downtown Norfolk very well.’” 27 Many of Downtown Norfolk’s Attribute Ratings Receive High Scores Offers a variety of dining options 31% 48% 80% Offers art and cultural opportunities 30% 48% 78% Has a rich history 31% 43% 74% Has a variety of shopping options 34% 34% 68% Has a variety of live music entertainment 36% 31% 67% Has accessible public transportation 33% 34% 66% Is culturally and ethnically diverse 34% 32% 66% Offers higher education options 33% 28% 61% Has a variety of employment options 34% 25% 59% Embraces creativity 30% 27% 58% Offers outdoor recreation options 30% 23% 53% Is easy to travel to the downtown area 22% 23% 46% Is easy to get around by biking or walking 25% 20% 45% Offers quality housing options 21% 14% 36% Is safe 25% 10% 34% 0% 20% 40% 60% 80% 100% 4 5 - Describes Downtown Norfolk very well Q20. How well do you think each of the following describes Downtown Norfolk? Please use a scale of 1 to 5 for your answers, where 1 means “does not describe Downtown Norfolk very well” and 5 means “describes Downtown Norfolk very well.” n = 651 28 14 4/7/2016 Since 2012, Downtown Norfolk has improved ratings on 13 of 15 attributes 29 Offers Quality Housing Options* 100% 80% +2 60% 40% 33% 36% 20% 32% 34% 0% 2012 2016 *Not statistically significant Q20.
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