SALT LAKE DOWNTOWN ALLIANCE 2015 SUMMER SURVEY

1 SURVEY DETAILS

• Short telephone survey updating previous benchmark survey around key topics • 605 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 questions, but additional tabs and analytics can be requested on additional as needed • Open-ended question responses were categorized by researchers, but verbatim responses can be provided as needed

2 SURVEY HIGHLIGHTS AND INSIGHTS

• While email was found to be the best form of communication to reach out to respondents, a surprising 24% listed ‘advertising’ as the best way to communicate about Downtown events. • Television and radio were reported as the most effective advertising mediums for respondents, accounting for over 68% of responses. •While parking wasn’t reported as a huge deterrent for visiting Downtown in 2015, ‘improved parking’ was by far the most popular response when respondents were asked to name one change or improvement to entice more visits to Downtown.

4

GENDER

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

40%

30%

20%

10%

0% Men Women 2015 2014 2013 5 AGE Total Respondents: 2015 = 605 2014 = 399 2013 = 400

100 100 89 90 87 81 80 77 75 69 70 65 61 56 56 60 53 55 53 54 54 50 49 50 44 45

40 34 35 31 31 30 20 10 0 18-24 25-29 30-34 35-39 40-44 45-54 55-64 65 or Older 2015 2014 2013 6 % OF AGE DISTRIBUTION FROM YEAR-TO-YEAR

20% 19%

18% 17% 17%

16% 15% 14% 14% 14% 14% 14% 14% 14% 13% 13% 13% 13% 13% 12% 12% 11% 11% 10% 10% 9% 9% 8% 8% 8% 7% 6% 4% 2% 0% 18-24 25-29 30-34 35-39 40-44 45-54 55-64 65 or Older 2015 2014 2013 7 WORK STATUS

2015

14% Outside Home FT 48% 22% Outside Home PT

Do Not Work Outside 26% Home Other

8 WORK STATUS (GENDER)

70% 62% 60% 50%

40% 35% 32% 30% 20% 20% 15% 13% 12% 11% 10% 0% Work Outside the Work Outside the Do Not Work Outside Other Home FT Home PT the Home Male Female 9 SUMMARY: VISITS TO DOWNTOWN BY ACTIVITY Below is the percentage of respondents that answered they have visited Downtown once or more in the last six months for the listed activities. We saw a nice bump in three of the four categories compared to the last three surveys.

70% 66% 62% 62% 60% 59% 60% 57% 57% 55% 54% 50% 44% 43% 40% 37% 30% 20% 10% 0% Dining Shopping Entertainment Religious Activities 2015 2013 2012 VISITED DOWNTOWN SALT LAKE ONCE OR MORE IN THE LAST 6 MONTHS (BY COUNTY) Interestingly, Davis County residents had a higher percentage of visitation to Downtown in most categories.

81% 71% 70% 72% 67% 70% 65% 66% 65% 63% 60% 60% 58% 53% 50% 51% 50% 43%

40% 35% 36% 33% 33%

30% 25% 20%

10%

0% Dining Shopping Entertainment Religious Activities Davis Salt Lake Utah Weber Other 11 VISITED DOWNTOWN SALT LAKE ONCE OR MORE IN THE LAST 6 MONTHS (BY INCOME) Not surprisingly, respondents with a higher HHI tend to visit Downtown more frequently.

90% 87% 81% 81% 80% 79%

70% 65% 66% 63%62% 63% 59% 58% 60% 60% 60% 56% 54% 55% 50% 46% 47%46% 50% 43% 44% 40% 40% 36% 30% 20% 10% 0% Dining Shopping Entertainment Religious Activities Under $25,000 $25,000 to $49,999 $50,000 to $74,999 $75,000 to $99,999 $100,000 to $149,000 $150,000 or More 12 ENTERTAINMENT DOWNTOWN IN LAST 6 MONTHS (BY AGE) Each age group has seen an increase in visitation for entertainment since 2013. The younger demographic continues to be the most likely to visit for entertainment, with well over 70% of those aged between 18–34 having visited in the last six months.

2015 AVG. = 62% 80% 78% 79% 73% 70% 70% 70% 70% 65% 64% 63% 61% 59% 60% 55% 53% 52% 50% 45%

40% 36% 31% 32% 30% 20% 10% 0% 18-24 25-34 35-44 45-54 55-64 65+ 2015 2013 2012 SHOPPING DOWNTOWN IN LAST 6 MONTHS (BY AGE) The shopping habits of those in the 25–34 and 55–64 age groups has continued to increase since 2012 while the majority of other age groups have seen little fluctuation of the last few years.

80% 2015 AVG. = 55% 70% 68% 70% 67% 66% 63% 62% 63% 60% 59% 58% 57% 57% 60% 55% 56% 56% 53% 54% 51% 52% 50% 44% 42% 40% 35% 30% 30% 30% 20% 10% 0% 18-24 25-34 35-44 45-54 55-64 65+ 2015 2013 2012 2011 DINING DOWNTOWN IN LAST 6 MONTHS (BY AGE) Interest in dining has generally increased across most age groups. The younger demographic (18–44) has seen the largest increase, while the older demographics’ interest has remained steady.

2015 AVG. = 65% 90% 88%

80% 75% 74% 72% 73% 71% 69% 68% 70% 66% 65% 65% 67% 62% 62% 62% 63% 60% 57% 58% 54% 52% 50% 47% 41% 41% 40% 39% 30% 20% 10% 0% 18-24 25-34 35-44 45-54 55-64 65+ 2015 2013 2012 2011 HOW INTERESTED ARE YOU IN THE FOLLOWING ACTIVITIES IN DOWNTOWN SALT LAKE? Respondents were asked to rate their interest level on a scale from 1 to 10 for the following activities in downtown Salt Lake. 60% 50% 40% 30% 20% 10% 0%

Events and Festivals Shopping Nightlife Dining Living Working 16 THE PERCENTAGES BELOW SHOWED AN ABOVE AVERAGE* INTEREST IN THE FOLLOWING CATEGORIES Respondents were asked to rank activities they were most interested in relating to Downtown Salt Lake. Activities likely not found near their homes scored the highest, while those tied to work or living scored much lower.

71% Events and Festivals

56% Shopping

40% Working

38% Nightlife

22% Living

0% 10% 20% 30% 40% 50% 60% 70% 80% *Above Average = 5 to 10 rating from previous chart. 2015 17 ASIDE FROM SHOPPING AND DINING, WHAT ENTERTAINMENT EVENTS DO YOU TYPICALLY ATTEND DOWNTOWN? When shopping and dining were removed from an option, respondents ranked other activities much lower than in the previous question.

Music and Concerts 20%

Sporting Events 14%

Religious Events and Activities 9%

Theater 9%

Movies 8%

Festivals and Fairs 4%

Do Not Go Downtown 16%

0% 5% 10% 15% 20% 25% 2015 18 WHICH OF THE FOLLOWING STATEMENTS BEST DESCRIBES WHY YOU TYPICALLY ATTEND ENTERTAINMENT EVENTS DOWNTOWN? Providing unique entertainment/events, as well as providing more options tied to a Downtown visit, provide the greatest appeal.

Downtown Events are Usually Not Available Elsewhere 44%

More/ Other Things to Do While Downtown 30%

Coming Downtown Makes the Event Feel More Special 11%

All Three Reasons Mentioned Above 1%

To Go With Someone/ Meet Someone 1%

Other 5%

I Don't Attend Entertainment Events Downtown 9%

0% 10% 20% 30% 40% 50% 2015 19 WHICH OF THE FOLLOWING WOULD BE THE BEST WAY TO COMMUNICATE WITH YOU ABOUT ENTERTAINMENT OPTIONS AND EVENTS IN DOWNTOWN SALT LAKE CITY? A new question to the 2015 survey, respondents said a combination of Email (36%) and Paid Advertisements (24%) would be the best way to keep them informed of what is going on Downtown. Surprisingly, only 2% of respondents stated Social Media.

40% 36% 35% 30% 25% 24% 20% 14% 14% 14% 15% 10% 10% 4% 5% 2% 1% 1% 2% 0%

2015 20 IF “ADVERTISEMENTS”: WHICH OF THE FOLLOWING SOURCES WOULD BE THE BEST WAY TO ADVERTISE THOSE ENTERTAINMENT OPTIONS AND EVENTS IN DOWNTOWN SALT LAKE CITY?

40% 37% 35% 31% 30% 28% 26% 26% 25% 20% 15% 10% 5% 3% 0% 0%

2015 21 WHAT ARE THE BEST WAYS TO ADVERTISE ENTERTAINMENT OPTIONS AND EVENTS IN DOWNTOWN SALT LAKE? (BY AGE)

70% 63% 62% 60% 57% 55% 50% 50% 50% 45% 45%45% 43% 40% 38% 38% 40% 36% 36% 36% 36%36% 33% 33% 30% 29% 30% 27% 25% 25% 23% 21% 21% 20% 19% 20% 18% 17% 13% 12% 9% 9% 10% 7%7% 5% 5% 4% 4% 0% 0% 0% 0% 0% 0% 0% 18-24 25-29 30-34 35-39 40-44 45-54 55-64 65+ TV Radio Newspaper Billboards Online Other 22 BIGGEST MOTIVATIONS/REASONS FOR COMING DOWNTOWN

18% Arts & Entertainment 13% 15% 10% Church/Religious Events 11% 14% 7% 8% Work/Business 7% 7% Visit with Family/Friends 7% 14% 6% Shopping 7% 13% 6% Dining 3% 9% 3% Lots To Do 4% 6% 3% Sporting Events 2% 4% 3% Fun 1% 5% 3% 1% Change of Pace/Scenery 3% 5% Atmosphere 1% 3% 2% Special Occasions 2% 3% 2% Socialize/Nightlife 0% 2% 1% Medical Reasons 0% 2% 1% 1% Live In or Near SLC 4% 5% Never Go Downtown 6% 5% 8% 10% Other 11% 0% 5% 10% 15% 20% 2015 2013 2012 BIGGEST DETERRENTS/REASONS AGAINST COMING DOWNTOWN 21% Traffic 14% 19% 20% Parking 17% 23% 19% Distance/Time 22% 32% 7% 10% Crowds/People 8% 5% No Need 1% 4% 3% Not Enough to Do 1% 2% 2% Cost 1% 3% 2% Transportation Difficulties 1% 2% 2% Homeless/Panhandlers 0% 2% 1% City is Too Busy 2% 2% 1% Don't Like Big City 1% 2% 0% Health Reasons 0% 2% 14% Don't Know/Other 19% 14% 0% 5% 10% 15% 20% 25% 30% 35% 2015 2013 2012 NAME ONE CHANGE, IMPROVEMENT, OR ADDITION TO DOWNTOWN SALT LAKE THAT WOULD MAKE YOU WANT TO COME DOWNTOWN MORE OFTEN. As in previous questions, the parking situation in Downtown was cited as the greatest barrier or area needing improvement.

Improved Parking 25% Improved Public Transportation 5% More Attractions/ Events/ Sports 5% Reduction in Traffic 4% City Creek 4% Improve Homeless Situation 3% Other 19% Nothing/ Can't Think of Anything 15% Don't Know 13% Miscellaneous 8% 0% 5% 10% 15% 20% 25% 30% 2015 32 SPECIFIC IMPROVEMENTS TO PARKING Of those who mentioned “parking” as the one change/improvement that would increase interest in Downtown, these were the suggested improvements.

35% Affordability

16% Ease/Accessibility

15% More Parking/Availability

34% General/Non-Specific

0% 5% 10% 15% 20% 25% 30% 2015 33 WOULD YOU CONSIDER LIVING DOWNTOWN? By almost a three-fourths majority, respondents said they would not consider living Downtown; however, this total is up 3% from 2013.

78% 80% 75% 70% 60% 50% 40%

30% 25% 22% 20% 10% 0% Yes No 2015 2013 39 WOULD YOU CONSIDER LIVING DOWNTOWN? (BY INCOME) The affluent audience (HHI $150,000+) are much more likely to consider living Downtown than other groups.

78% 78% 80% 75% 71% 70% 68% 61% 60% 50% 40% 39% 30% 27% 27% 22% 23% 20% 20%

10% 5% 2% 2% 1% 1% 0% 0% Yes No I Already Live Downtown Under $25,000 $25,000 to $49,999 $50,000 to $74,999 $75,000 to $99,999 $100,000 to $149,000 $150,000 or More 40 WOULD YOU CONSIDER LIVING DOWNTOWN? (BY COUNTY) Interestingly, respondents in Utah County are as likely to be interested in living Downtown as residents of Salt Lake County; likely a result of people commuting to/from Utah County. 90% 81% 80% 78% 78% 70% 70% 68% 60% 50% 40% 30% 28% 29% 22% 23% 20% 19%

10% 4% 0% 1% 0% 0% 0% Yes No I Already Live Downtown Davis Salt Lake Utah Weber Other

41 WOULD YOU CONSIDER LIVING DOWNTOWN? (AGE) Almost half (46%) of Adults 18-24 would consider living Downtown. The next highest segment are Adults 25-29 at 33%.

85% 88% 80% 77% 78% 78% 72% 70% 64% 60% 49% 50% 46% 40% 33% 30% 27% 22% 22% 21% 20% 15% 11% 10% 5% 3% 2% 0% 0% 1% 1% 1% 0% Yes No I Already Live Downtown 18-24 25-29 30-34 35-39 40-44 45-54 55-64 65+ 42 IF “YES”: WHY WOULD YOU CONSIDER LIVING DOWNTOWN?

Convenience, Close Proximity and Access to Everything 36%

Work 16%

Love "City" Life, Like the Area 9%

Different Stage of Life 5%

Entertainment. Events, and Attractions 5%

Housing 5%

Culture and Atmosphere 5%

Other 11%

Miscellaneous 7%

0% 5% 10% 15% 20% 25% 30% 35% 40% 2015 43 IF “NO”: WHY WOULD YOU NOT CONSIDER LIVING DOWNTOWN?

Too Crowded, Congested, and Busy 18%

Prefer Space, Rural Areas, and "The Country" 16%

Like Where I Live 10%

Don't Like City Life 10%

Not Family Friendly, Not a Place to Raise Children 8%

Prefer Having a Yard/ Garden 5%

Too Expensive 4%

Other 22%

Miscellaneous 6%

0% 5% 10% 15% 20% 25%

44 WHAT WOULD INCREASE YOUR INTEREST IN LIVING DOWNTOWN? Although several answers were provided that would increase interest in living Downtown, 34% still said nothing would change their mind. Of the suggestions for increasing interest, employment and a lower cost of living remained the most common.

34% 39% Nothing 38% 13% 11% Lower Cost of Living 11% 11% 7% Employment Opportunities 9% 6% 3% More Open Space 4% 3% 6% Less Busy/Crowded 4% 3% 5% Safer/Cleaner 4% 1% 4% Accessibility/Distance 0% 1% Better Parking 2% 3% 1% 2% Entertainment/Events 2% 6% 13% Miscellaneous 17% 6% 7% Don't Know 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 2015 2014 2013 45 WHICH OF THE FOLLOWING SHOPPING DESTINATIONS HAVE YOU VISITED IN THE PAST MONTH?

50% 47% 45% 40% 39% 36% 35% 30%

25% 23% 20%

15% 12% 10% 5% 0% Fashion Place Station Park The Gateway Trolley Square City Creek Center 2015 46 WHICH OF THE FOLLOWING SHOPPING DESTINATIONS HAVE YOU VISITED IN THE PAST MONTH? (BY GENDER) 50% 50% 44% 45% 43% 40% 40% 36% 35% 33% 30% 24% 25% 22% 20% 15% 14% 10% 10% 5% 0% Fashion Place Station Park The Gateway Trolley Square City Creek Center Men Women 47 WHICH OF THE FOLLOWING SHOPPING DESTINATIONS HAVE YOU VISITED IN THE PAST MONTH? (BY INCOME)

80% 76%

70% 62% 60% 56% 53% 50% 49% 44% 45% 41% 41% 40% 38% 39% 38% 38% 40% 36% 36% 33% 32% 32% 31% 30% 26% 23% 23% 21% 21% 20% 19% 12% 9% 10% 7% 2% 0% Fashion Place Station Park The Gateway Trolley Square City Creek Under $25,000 $25,000 to $49,999 $50,000 to $74,999 Center $75,000 to $99,999 $100,000 to $149,000 $150,000 or More 48 WHICH OF THE FOLLOWING SHOPPING DESTINATIONS HAVE YOU VISITED IN THE PAST MONTH? (BY COUNTY) 60% 58%

53% 52%53% 50% 50% 48% 45% 44% 41% 40% 35% 32% 30% 29% 26% 26% 25% 23% 23% 20% 20% 18%17% 17%

10% 10% 5% 3% 3% 0% Fashion Place Station Park The Gateway Trolley Square City Creek Center Davis Salt Lake Utah Weber Other 49 WHICH OF THE FOLLOWING SHOPPING DESTINATIONS HAVE YOU VISITED IN THE PAST MONTH? (BY AGE) 70% 64% 60% 60% 55% 56% 53%

50% 48% 47% 46% 45% 42% 43% 43% 43% 40% 41% 40% 39% 35% 36%36% 32% 32% 30% 30% 26% 25% 24% 24% 25% 20% 20% 21% 20% 19% 15% 15%16% 15% 16% 10%11% 10% 10% 9%

0% Fashion Place Station Park The Gateway Trolley Square City Creek Center 18-24 25-29 30-34 35-39 40-44 45-54 55-64 65+ 50 IF YOU WERE TO CREATE A PERFECT DOWNTOWN SALT LAKE CITY, WHAT ATTRACTIONS, STORES, RESTAURANTS, EVENTS, OR OTHER ASPECTS WOULD YOU WANT?

4% Specific Type of Stores or Shops Parks, Green, Open Space 3% Music Events and Activities 3% Specific Restaurants 3% Sports Events and Activities 3% Improved Dining 3% Safer, Cleaned Up Areas 2% More Affordable Shopping and Activities 2% Family-Friendly Things 2% Don't Know 26% Nothing, Good How It Is 20% Miscellaneous 10% 0% 5% 10% 15% 20% 25% 30% 2015 51 57