Rheem Shopping Center Survey June, 2016 Execu ve Summary Chamber Mission
To advance economic vitality by providing advocacy, informa on, and services to our members and the Moraga community. Purpose of Survey
• To a ain feedback from local ci zens (Moraga and other communi es) on their desires for Rheem Shopping Center changes
• To provide feedback to the community and U.S. Realty Partners on community desires for shopping, restaurants and eateries
• To separately get input from Saint Mary’s College students on their desires for Rheem Shopping Center since they are an ac ve, vital part of the Moraga community Survey Design and Overview
• Survey was designed on Survey Monkey using various types of ques ons and answer styles to try to get more specific informa on from the community on preferences (star ng from more general preferences to more specific preferences/opinions about the Rheem Shopping Center) • Mul ple choice • Force ranked preference • Open-ended • Matrix of choices • In total, from May 9, 2016 (launch) to May 31, 2016 (close of survey) 1,084 people par cipated through the online survey • There were also over 50 comments on NextDoor and an email with specific sugges ons • A drawing for eight $25 gi cer ficates to anywhere in the Rheem Shopping Center were selected randomly from par cipants who gave their contact informa on (572 respondents) to be contacted for the drawing Demographics of Moraga*
Census Data Popula on 17,256 (July 1, 2015) Number of Households 5,719; persons per household 2.55 (2010-2014) 98.4% > 25 years of age are high school graduates; 74.5% in same age bracket have Bachelor or Educa on Level higher degree vs (81.5% and 31% respec vely for all of CA) (2010-2014) $132,651; median per capita income $60,576 vs ($61,489 and $29,906 respec vely for all of CA) Median Household Income (2010-2014) Median Owner-Occupied $902,600 (2010-2014) vs ($371.400 for all of CA) (2010-2014) Housing Value Persons in Poverty 4.7% vs (16.4% for all of CA) (2010-2014) Businesses (all firms) 1729 Square Miles 9.43; popula on per square mile – 1,698 Hawaiian/Pac. Is White 76.2% Hispanic/Lat 7.0% Asian 14.9% Af.-Am./Black 1.7% Na ve Am. 0.2% Ethnic Diversity (2010) 0.2% Age and Sex (2010) < 5 yrs old 3.5% < 18 yrs old 21.7% ≥ 65 yrs old 19.1% Female 52.9%
* US Census Data Demographics of Saint Mary’s College
• Overview of Saint Mary’s College community popula on • Students – Total ~4,000 (~2,750 undergraduate and ~1,280 graduate) • Faculty - 219
Ethnic Diversity White Hispanic/Lat. Asian Af.-Am./Black Na ve Am. Int. and Other 46.9% 25% 15.7% 6.3% 1.2% 2% and 1% Gender Female 62% Male 38% Geographic Northern CA Southern CA Out of State Interna onal Diversity 70% 13% 16% 2% Percent of Freshman and Upper classmen Freshman undergrads. 55% 99% Living on campus Demographics of Par cipants (n=1084)
Gender Female 74% (807) Male 24% (264) Prefer Not to Answer 1% (13) Residence Moraga – 79% (848) Lafaye e – 4% (38) Orinda – 4% (45) Saint Mary’s College 11% (119) Other – 2% (26) < 18 - 1% 18 to 21 - 15% 22 to 30 – 31 – 40 (17%) 41 – 50 26% 51 – 60 – 15% 61 – 65 - 7% Over 65 - 15% Age (yrs) (9) (164) 4% (41) 182 (287) (162) (72) (167) < 20 – 6.5% 20 to 99 – 11% 150 to 199 – 11% > 200 – 34% Prefer Not to Answer 23% 100 to 149 – 13% (145) Income ($ K) (70) (113) (121) (371) (254) Saint Mary’s College Student – 17% (179) Faculty - 0.3% (3) Staff - 2% (21) Chris an Brother – 0.2% (2) Other - 2% (18) (19%) Percent with Yes – 84% (755) No – 16% (141) Children The majority of respondents were women. Age range was broad, with many respondents under 21 being students from Saint Mary’s College. Annual income for the majority of respondents was over $100 K [59% (637)]. The majority of respondents had children, and a good representa on of the students of Saint Mary’s College took the survey. Overall Input for Survey - General
• Comments were posi ve for conduc ng the survey • Some doubt as to how or what would change • Glad the survey was being conducted in such a thorough manner • Most did the survey in under 20 minutes • 93% of respondents rated the importance of child- or family-friendly businesses as somewhat (31%), very (50%), or can’t do without (12%) • Although many view the shopping center as “just a place to shop,” many want the shopping center to be more to the community • Events were mostly a ended for the children • The Moraga Community Faire was popular • Not enough adver sing for the events • Many wanted more of a mee ng place – outdoor ea ng areas with landscaping, restaurants • Poten al for music, art, etc. to bring folks together • Mo vators to shop at the center would be/are wide selec on of store, free parking, and proximity
Slides 22, 27, 48, 49, 50, 51, 52, 53 comments Overall Input for Survey – Ea ng Out
• Ea ng Out – many folks (79%) eat out over 4 mes per month, with 23% ea ng out more than 10 mes per month • Ea ng habits varied, but dinner seemed to be the most popular meal for ea ng out • Both the general public and students wanted more restaurant choices • Healthy, local food (86%) • Mexican restaurant (89% on ques on of ethnic types of restaurants) • Brewery/pub or sports bar type restaurant (79%) • Bakery (82%) • Many wanted children/family friendly eateries • Most importantly for the majority of the respondents – quality!!!
Slides 23, 24, 25, 26, 27, 37, 38, 39, 42, 43, 44, 45, 46, comments
Overall Input for Survey – Ea ng Out
• When asked for sugges ons of “chain” restaurants, many of the sugges ons were restaurants found in Lafaye e (Chipotle, Jamba Juice, Noah’s Bagels, Peet’s Coffee) and Walnut Creek or Pleasant Hill (Panera Bread, Tender Greens) or Concord area
• Comments on the restaurants included • Don’t need more fast-food restaurants • Have enough Asian food restaurants in Moraga • Want outdoor ea ng areas in a nice se ng for restaurants
Slides 42, 43, 44, 45, 46, comments Overall Input for Survey – Current Businesses Frequented or Important • CVS, TJ Maxx Tangelo, Starbucks, and Dollar Tree are among the businesses most frequented • Of the most frequented, 8 were food establishments/restaurants
• CVS, Rheem Theater, Home Goods, TJ Maxx, Starbucks, and the Post Office (all had over 100 men ons each) are among the businesses considered most important to the respondents • 9 different restaurants were men oned more than 34 mes by respondents
By far – the most comments (write-in) and selec ons for businesses were for restaurants. It is clear that most all respondents want more and (be er) quality restaurants. Services ranked less important among current businesses or future businesses. Slides 28, 29, 30, 31, comments Overall Input for Survey – Culture
• By far, this ques on had the most interes ng input from “what do you mean by culture?...” to “no culture – it’s a shopping center…” to “ could be…it’s been there forever…” • Most of the comments focused on wan ng a “center” of town that was nice enough, with restaurants and stores at which people would want to gather, to just walk, meet, and look around • As it is now, many commented on how “run down” the center is • Some gave examples of other towns with outdoor shopping centers they like to visit with their family [Corte Madera, Carrboro’s Front Yard (Carborro, NC)] There is a certain kind of “schizophrenia” in the respondents that longed for a newer, more appealing center, but at the same me wan ng to preserve the “semi-rural” environment of Moraga.
Slides 54, 55, 56, comments Overall Input for Survey – Culture
• Many believed that the Rheem Theater was/is part of the culture of Moraga
• Many wanted to do whatever it takes to preserve the theater’s presence
• Nega ve comments included: • Some felt that the theater needed to be updated, cleaned, and have be er service • Some respondents men oned that the theater is part of the history of Moraga • Not having enough first-run, popular movies, it being run-down, not clean, and not appealing at all
Slides 57, comments Overall Input for Survey – Saint Mary’s College Students – Ea ng Out • 44% of student respondents ate out more than 7 mes in the past month • More than 25% ate out more than 10 mes per month • 48% of student respondents selected dinner as their favorite meal to eat out, and 41% selected “Happy Hour” as their least favorite me to eat out • Quality was rated the most important aspect of ea ng out (by 47%) • Price was men oned as second most important by over 30% • 58% of students said they would spend < $5.00 for snacks and coffee, $5.00 to $15.00 at a bar, or for breakfast or lunch, and for dinner ~60% were willing to spend $10.00 to $20.00. Only 9% of students were willing to spend over $25.oo for any meal. • Not surprisingly, most students do not eat out before 7 AM (87%). Times they eat out most o en are a er 1 PM. This confirms their favorite meal choices of dinner, and less so snacks/coffee. • Currently, many of the students go to Lafaye e and Walnut Creek (79% and 96% respec vely) to eat
Slides 59, 60, 61, 62, 63, 64, 65, 66, 67, comments Overall Input for Survey – Saint Mary’s College Students – Other Factors • Public transporta on was not a factor in influencing students choice to go to the Rheem Shopping Center (70% said no effect)
• Top three most frequented businesses of students – CVS, Starbucks, and Dollar Tree Store
• Top three most important businesses to students – CVS, Starbucks, and TJ maxx
• Factors mo va ng students to go to the shopping center were similar to all of respondents (free parking, proximity, variety of businesses)
Slides 68, 69, 70, 71, 72, 73, 74, 75, 76, , comments Overall Input for Survey – Saint Mary’s College Students – New Businesses • Overwhelmingly – the students wanted more restaurants (second choice was a coffee/beverage shop) • Services were least important (ranking of 54% of students) • Banking was men oned (49%) as somewhat important • Although many selected fast-food among their most frequented eateries, many preferred adult, sit-down, healthy/gourmet, or café as their preferences for new eateries • A bakery ranked number one with 80% and healthy, local, fresh food was chosen by 73% of students as a place they might frequent • Fast food was chosen double the propor on as compared to the other respondents • Chain restaurant sugges ons – were similar to the rest of the respondents • Asian, Italian, and Mexican ethnic restaurants were most selected for new ethnic restaurant choices
Slides 77, 78, 79, 80, 81, 82, 83, 84, 85, 86, 87 comments Overall Input for Survey – Saint Mary’s College Students – Other • Only 15% of students par cipate in any special events mostly due to lack of publicity or the events being “children-centric” • Some a end the Community Faire (as volunteers) • Events they might like to have • Saint Mary’s Day Celebra on (84%) • Job Fair (52%) • Cook-off contests (53%) • Cra Fair (40%) • Establishments they would like to have • Restaurants!!! • “Target type store” • Sports bar/brewery/pub • Bowling (like Plank in Oakland???) • Bookstore • Specialty grocery (like Whole Foods)
Slides 88, 89, 90, comments Overall Input for Survey – Saint Mary’s College Students – Culture • 68% of students think the center is part of the culture of Moraga • Comments included – “only going to school here,” “old,” “could be,” “not sure,” “boring and bland,” “it’s been there forever”
• Nega ve comments included – Moraga has no culture, not relevant, just a bunch of shops • “No culture about [it]. When you think of culture you think of different, exci ng tradi on. Rheem Shopping Center is boring and bland, no culture.”
Slides 91, 92, comments Overall Summary
• One gets the feeling of a great desire (1084 respondents to a 20 minute survey is one clue) to enhance the community (quality of life) by enhancing the shopping center • Although “art” in itself was not selected by many as a mo va ng factor to visit the center, many men oned nicer outdoor surroundings as an impera ve • Many viewed the center as possibly being a community gathering area where special events are more frequent and in a be er se ng (music, performers, etc.) – a parking lot is not conducive • From a “Shop Moraga First” this center could add value to the community (only a few folks wanted to do away with the center and build something from which the tax base of the Town could be enhanced All Respondents Importance of Child or Family-Friendly Shops or Services (Q7) (n=895)
8% (69)
31% (275)
50% (448)
12% (103)
For the majority of respondents, family-friendly shops/service are important [93% (1,274)] Frequency of Ea ng Out (Anywhere) (Q8) (n=819)
1% (11)
20% (161)
33% (272)
23% (186)
23% (189)
The majority of respondents [79% (647)] eat a meal out at least once a week, with 23% (189) ea ng out more than 10 mes per month. Favorite Meal to Eat Out (Anywhere) (Q9) (n=819)*
* Force Ranked Favorite Meal to Eat Out (Anywhere) (Q9) (n=819)*
The majority of respondents [62% (509) selected dinner as their favorite meal to eat out. 50% (410) respondents ranked “Happy Hour” as their least favorite me to eat out vs 5% (37) that selected this me as their favorite to eat out.
* Force Ranked Aspects Important to Ea ng Out (Q10) (n=819)*
* Force Ranked Aspects Important to Ea ng Out (Q10) (n=819)*
The majority of respondents [79% (643) selected quality of food as their most important aspect of ea ng out. Price was most o en men oned a er quality as second most important [33% (270)]. Hours of service was ranked least important by [48.7% (399)] respondents.
* Force Ranked Top Three Most Frequented in Rheem Shopping Center (Q11) (n=810)
CVS TJ Maxx Tangelo Starbucks Dollar Tree Na ons Post Office Rheem Theater Graze Royal Siam Rheem Pet Shop Lamorinda Pizza Subway Sushi Fighter CVS was by far the number one men oned business most frequented (out of 810 respondents and a total of 1683 separate men ons). Out of those most frequently men oned, 8 were food establishments/restaurants. Top Three Most Frequented in Rheem Shopping Center (Q11) (n=810) Establishment Percent Number CVS 43% 473 TJ Maxx 20% 219 Tangelo 19% 212 Starbucks 15% 169 Dollar Tree 10% 112 Na ons 7% 74 Post Office 6% 70 Rheem Theater 6% 66 Graze 5% 56 Royal Siam 4% 43 Rheem Pet Shop 4% 41 Lamorinda Pizza 4% 39 Subway 3% 38 Sushi Fighter 3% 37 China Moon 3% 34
Many establishments were rated among the top 3 most frequented, but the other men ons were below 20 each. Top Three Most Important in Rheem Shopping Center (Q12) (n=804)
CVS Rheem Theater Homegoods TJ Maxx Starbucks Post Office Tangelo Dollar Tree Na ons Rheem Pet Store Lamorinda Pizza Subway CVS again was among the most important businesses in the center. Rheem Theater, Home Goods, TJ Maxx, Starbucks and the Post Office all had over 100 votes each for most important. Top Three Most Important in Rheem Shopping Center (Q12) (n=804) Establishment Percent Number CVS 28% 449 Rheem Theater 11% 182 Homegoods 11% 172 TJ Maxx 10% 166 Starbucks 8% 136 Post Office 7% 117 Tangelo 6% 95 Dollar Tree 5% 73 Na ons 4% 65 Rheem Pet Store 2% 33 Lamorinda Pizza 2% 31 Subway 2% 30 Graze 2% 29 Amoroma 2% 27 Out 1605 men ons, 7 were restaurants/food. CVS, Homegoods and TJ Maxx (anchor stores) were men oned in the top 5. Mo vators to Shop at Rheem Shopping Center (Q13) (n=764)
The top reasons to shop at Rheem Shopping Center were wide selec on of stores [75% (575)], proximity of loca on [72% (551)], and free parking [68% (519)]. Least mo va ng were motorcycle parking, electric car charging ports and bike racks. Mo vators to Shop at Rheem Shopping Center (Q13) (n=764) Types of New Businesses Preference for Rheem Shopping Center (Q14) (n=764)*
* Force Ranked Types of New Businesses Preference for Rheem Shopping Center (Q14) (n=764)*
* Force Ranked Types of New Businesses Preference for Rheem Shopping Center (Q14) (n=764)* • Overwhelmingly, 72% (553) of respondents chose restaurants as their most desired new addi on to the shopping center • Retail (large) and specialty ranked no more than around 20% to 30% of responses in second through sixth choice spots • Services and beauty or health ranked highest in least preferred types of new businesses
* Force Ranked Types of Eateries Preferred (Anywhere) (Q15) (n=764)*
* Force Ranked Types of Eateries Preferred (Anywhere) (Q15) (n=764)*
* Force Ranked Types of Eateries Preferred (Anywhere) (Q15) (n=764)* • Adult sit-down and family-friendly restaurants were among the top ranked choices for types of restaurants • All other categories (except for fast food) of restaurants ranked second among choices • Of all the choices, fast food restaurant ranked last more o en than any other choice available
* Force Ranked Importance of Services at Rheem Shopping Center (Q16) (n=764)
Wen comparing this ques on to other ques ons, far fewer people rated any of the services important vs not important. Banking and car repair were most o en selected as important, most probably because those services already exist in the shopping center. Importance of Services at Rheem Shopping Center Types of Restaurants for Rheem Shopping Center that the Par cipant Might Frequent (Q17) (n=764)
82% 79%
86%
For this ques on the respondent could choose as many op ons as they wanted. The top three picked were healthy, local fresh food op on, bakery, and gastropub/brewery. Types of Restaurants for Rheem Shopping Center that the Par cipant Might Frequent (Q17) (n=764) Chain Restaurant Sugges ons for Rheem Shopping Center (Q18) (n=764) • Analysis of the write in responses included • Chipotle (18%) (n=140)* • Jamba Juice (11%) (n=82)* • Noah’s Bagels (5% ) (n=32)* • Panera Bread (4%) (n=30)+ • Peet’s Coffee (4%) (n=30)* • Tender Greens (3.8%) (n=29)+ • Baja Fresh (3.7%) (n=28)* • Chili’s (3%) (n=24)^ • Olive Garden (2.6%) (n=20)^ • Other restaurants men oned (less than 20 mes each) included: Olive Garden, California Pizza Kitchen, Five Guys, Zachary’s Pizza, Black Bear Diner, Chick Filet, Fresh Choice, Mixt Greens, Red Robin, Spaghe Factory, Buffalo Wild Wings, and Pasta Pomodoro
Loca ons close by * Lafaye e + Walnut Creek ^ Concord Ethnic Restaurant Interest (Q19) (n=763)
63% 67% 89%
69%
For this ques on the respondent could choose as many op ons as they wanted. The top four picked were Mexican/Spanish/South Am., American, Italian, and Asian. Ethnic Restaurant Interest (Q19) (n=763) Par cipa on in Special Events at the Rheem Shopping Center (Q20) (n=763)
Answers were equally split on the ques on of a ending special events at the center. A end Events – Yes (Q22) (n=382)
36%
21%
18%
90%
90% (351) of respondents a end the Community Faire. A end Events – No (Q21) (n=380)
32%
4%
18%
33%
44%
About one third of respondents each, who do not a end special events gave the reason of them being children-focused or not well publicized. A end Events – No (Q21) (n=380) Selected Comments (n=167) • I go to shop only – no interest in events • Busy/not enough me • Not related to kids normal ac vi es (sports/school/etc.) • No kids – grown out of most of the events • Not good surroundings for events – no “green space” • Low quality events/not appealing • Too crowded/don’t like crowds Interest in Other Events at the Rheem Shopping Center (Q23) (n=761)
Poten al events of interest would include a cra fair (57% /381), local ar sts show (45%/ 342), cook-off contest (43%/327), and an que fair (29%/220). Interest in Other Events at the Rheem Shopping Center (Q23) (n=761) • Other sugges ons for events at the shopping center (n=144 or 19% of total respondents for this ques on) • Car and coffee regular weekend events • Cooking demonstra ons, other demonstra ons (sports, cra s, etc.) for learning, disaster awareness • Summer night events – music, food, summer carnival with rides • Food trucks • Wine and music and/or epicurean delights; “Taste of Moraga” local food and wine • Other holiday celebra ons – Earth Day, St. Patrick’s Day, etc. • Beer/brewery fes val • Animals on parade Establishments at the Shopping Center (Q24) (n=760) • Specialty grocery (Trader Joe’s, Whole Foods, Berkeley Bowl, Lunardi’s, Diablo Foods) • Restaurants - bou que restaurant – more restaurants in general, Panera Bread, Brewery/pub; sports bar; bar and grill; good quality Mexican restaurant; Chipotle • Bakery • Nice, outdoor café (coffee, light food, nice outdoor sea ng) • Others Rheem Shopping Center a Part of the Culture of Moraga? (Q25) (n=750)
72%
18%
10%
Overwhelmingly, respondents (541) felt that the Rheem Shopping Center was part of the culture of Moraga (even though, some ques oned what is the “culture” of Moraga. The comments were varied, some being rather long, which shows a great deal of interest in the ques on. Rheem Shopping Center a Part of the Culture of Moraga? (Q25) (n=750) • Comments (10% of respondents or 74 responses) – many of those wri ng in responses thought it was a difficult ques on to answer or “silly” or was part of the culture only by default • Only somewhere to shop out of necessity not choice; not “hang-out” or not a “place of gathering” • Run-down, inexpensive stores, needs rejuvena on – just a “strip mall”
• Could have poten al – like other towns of the same economic demographics, could support higher end stores/restaurants/open green space areas • Could be the “town center” if redone Part of the Culture – Yes (Q26) (n=616) Part of the Culture – No (Q27) (n=136) • As men oned above, these two ques ons are reflected in the summary slide 42. • Just a shopping center/strip mall • Old, out-dated • No atmosphere; no “heart”
• Central loca on could be a “town center” if redone • Want higher end shops and restaurants Rheem Theater Part of Culture of Moraga? (Q52) (n=862) • 86% or 743 respondents answered “yes” to this ques on • Reasons given (n=791): • It’s a fading industry (going to the movies) • Remember going to it when I was a teen • Yes – but dilapidated and service lacks • “So important to Moraga culture” – “YES!! YES!! YES!!” • Serves every age group - family • Iconic, art deco, part of history, safe (can drop kids off), local landmark • Special events they host • Only theater in town • Only good thing le in “BORAGA” • Of those who answered “no” (8% or 72 respondents), 73 shared their thoughts • Old; not kept up; “junky” • Never go there…like a “ghost theater” • Not very many movie op ons • “Dated” and “small” • Always at risk of closing Saint Mary’s College Students Frequency of Ea ng Out (Anywhere) (Q28) (n=159)
44% of students ate out more than 7 mes in the past month. 27% ate out 4 to 6 mes in the past month – slightly more than once a week. Frequency of Ea ng Out (Anywhere) (Q28) (n=159)
Saint Mary’s College Greater Moraga Favorite Meal to Eat Out (Anywhere) (Q29) (n=159)*
48% of students selected the dinner meal to be their most favorite to eat out. 41% selected “Happy Hour’ as their least favorite “meal” to eat out.
* Force Ranked Favorite Meal to Eat Out (Anywhere)*
Saint Mary’s College Greater Moraga
* Force Ranked Aspects Important to Ea ng Out (Q30) (n=159)
Quality was rated as most important to ea ng out by 47% of students, followed by price (24%). Variety was ranked least important by 40% of students.
* Force Ranked Aspects Important to Ea ng Out
Saint Mary’s College Greater Moraga
* Force Ranked Affordability of Eateries (Q31) (n=159)+
+
58% of students said they would spend less than $5.00 for snacks and coffee. At a bar, they would spend anywhere from $5.00 to $15.00. Breakfast and lunch for the majority of students would be in the range of $5.00 to $15.00. Dinner would be in the range of $10 to $25, with only 3% of the students saying they would spend $25 or more for dinner. + Saint Mary’s student ques on only Hours of Going Out to Eat (Q32) (n=159)+
Not surprisingly, most students do not eat out before 7 AM (87%). Times they eat out most o en are a er 1 PM. This confirms their favorite meal choices of dinner, and less so snacks/coffee. + Saint Mary’s student ques on only Loca ons of Ea ng/Entertainment (Q33) (n=159) +
Students mark all that apply in answer to where they go to eat – Lafaye e and Walnut Creek were men oned most (79% and 96% respec vely). Moraga was only chosen by 36% of students. “Other” choices were mostly Berkeley (some Oakland, Pleasant Hill, and Concord). + Saint Mary’s student ques on only Influence of Public Transporta on on Going to the Rheem Shopping Center+
70% of Saint Mary’s students replied that public transporta on had no effect on their choice of going to the Rheem Shopping Center. + Saint Mary’s student ques on only Top Three Most Frequented in Rheem Shopping Center (Q35) (n=152)
CVS Starbucks Dollar Tree TJ Maxx Na ons China Moon Taco Bell Tangelo Royal Siam Sushi Fighter Other
The anchor stores, CVS and Dollar Tree were among the top most frequented by Saint Mary’s student respondents. Starbucks, TJ Maxx and 6 restaurants were also men oned. Top Three Most Frequented in Rheem Shopping Center (Q35) (n=152) Establishment Percent Number CVS 20% 74 Starbucks 21% 81 Dollar Tree 8% 32 TJ Maxx 8% 31 Na ons 6% 23 China Moon 6% 23 Taco Bell 6% 21 Tangelo 3% 10 Royal Siam 3% 10 Sushi Fighter 3% 10 Other 8% 32 Top Three Most Frequented in Rheem Shopping Center (Q35) (n=152) Saint Mary’s College Greater Moraga
CVS TJ Maxx Tangelo Starbucks Dollar Tree Na ons CVS Starbucks Dollar Tree Post Office Rheem Theater Graze TJ Maxx Na ons China Moon Royal Siam Rheem Pet Shop Taco Bell Tangelo Royal Siam Lamorinda Pizza Subway Sushi Fighter Other
With the excep on of CVS and Starbucks, the profiles of most frequented businesses in the shopping center is as you would expect, different for students. Within the 9% “Other” are 5 ea ng businesses. Top Three Most Important in Rheem Shopping Center (Q36) (n=150)
Establishment Percent Number CVS 22% 67 Starbucks 20% 61 TJ Maxx 8% 26 Dollar Tree 8% 26 Mountain Mikes 6% 19 Na ons 6% 18 Taco Bell 4% 11 Homegoods 3% 10 Other 12% 36 Top Three Most Important in Rheem Shopping Center (Q36) (n=150)
CVS Starbucks TJ Maxx
Dollar Tree Mountain Mikes Na ons
Taco Bell Homegoods Other CVS, Starbucks and TJ Maxx were most important to the Saint Mary’s students. Within the 9% “Other” are 5 ea ng businesses. Top Three Most Important in Rheem Shopping Center (Q36) (n=150)
Saint Mary’s College Greater Moraga
CVS Rheem Theater Homegoods TJ Maxx Starbucks Post Office CVS Starbucks TJ Maxx Dollar Tree Tangelo Dollar Tree Mountain Mikes Na ons Na ons Rheem Pet Store Lamorinda Pizza Taco Bell Homegoods Mo vators to Shop at Rheem Shopping Center (Q37) (n=130)
Most important mo vators to shop at Rheem are free parking, variety of businesses, and proximity of loca on (very similar to all of Moraga). Mo vators to Shop at Rheem Shopping Center (Q37) (n=130)
Saint Mary’s College Greater Moraga
Most important mo vators to shop at Rheem are free parking, variety of businesses, and proximity of loca on (very similar to all of Moraga). Types of New Businesses Preference for Rheem Shopping Center (Q38) (n=130)*
Restaurants are the highest ranked choice by far by the majority of respondents (65% or 84 students). Second choice was coffee/beverage shop by 42% or 55 students. 54% ranked services least important. * Force Ranked Types of New Businesses Preference for Rheem Shopping Center (Q38) (n=130)* Saint Mary’s College Greater Moraga
The students of Saint Mary’s College were similar in choice of importance of restaurants for the shopping center. * Force Ranked Types of Eateries Preferred (Anywhere) (Q39) (n=130)*
* Force Ranked The students of Saint Mary’s College first choice rank was spread among adult, sit-down, family, sit- down, healthy or gourmet, or café. Interes ngly, they felt li le preference for fast food, although many student respondents selected fast-food in the center as among their most frequented. Types of Eateries Preferred (Anywhere) (Q39) (n=130)* Saint Mary’s College Greater Moraga
* Force Ranked Importance of Services at Rheem Shopping Center (Q40) (n=130)
Overall, services are of li le importance to the students. Banking was ranked “somewhat important” by 49% of students (64). Importance of Services at Rheem Shopping Center (Q40) (n=130) Saint Mary’s College Greater Moraga Types of Restaurants for Rheem Shopping Center that the Par cipant Might Frequent (Q41) (n=130)
Food…bakery ranked number one with 80% (104) of students selec ng this choice. Also, healthy, local fresh foods was chosen by 73% (95 students). Types of Restaurants for Rheem Shopping Center that the Par cipant Might Frequent (Q41) (n=130) Saint Mary’s College Greater Moraga
Food…choices of the Saint Mary’s students were very similar to those of general residents of Moraga. Chain Restaurant Sugges ons for Rheem Shopping Center (Q42) (n=130)
Despite the students not ranking fast-food very high (Q39), many of their sugges ons for this ques on suggest otherwise. • Chipotle • Pick Up S x • Chick-Fil-A • IHOP • Vitality Bowl • Round Robin • CPK • Jamba Juice • In-N-Out (several mes) • Tender Greens • Cheesecake Factory • Toma na • Panera • Outback, Chili’s, Chevy’s • Popeyes • Wing Stop/Buffalo Wild Wings • McDonalds • Peets • Five Guys • Jamba Juice • Ikes Ethnic Restaurant Interest (Q43) (n=129)
A Mexican restaurant garnered most votes from the students (85% or 109 students). Next most chosen were Italian (76% or 98 students) and Asian (73% or 94 students). Ethnic Restaurant Interest (Q43) (n=129) Saint Mary’s College Greater Moraga
Again, the students reflected the Moraga residents on this ques on. Some noted too many Chinese restaurants in the area. Par cipa on in Special Events at the Rheem Shopping Center (Q44) (n=129)
Saint Mary’s College Greater Moraga
Only 15% of students a end any special events at the shopping center, vs almost half of those responding for Moraga as a whole. A end Events – Yes/No
• 19 students answered the ques on on what events they a ended • 95% of these students (18) a end the Community Faire (perhaps as volunteers) • Other events are not a ended because (n=110): • They are not well publicized (84% or 92 students) • Children-centric events (25% or 27) • Not enough different types of events (23% or 25) • Events the students might like to have (n=128) • Saint Mary’s Day Celebra on (84% or 108 students) • Job Fair (52% or 66 students) • Cook-off contests (53% or 68 students • Cra Fair (40% or 51 students) and local ar sts show (38% or 49 students) Establishments They Would Like to Have at the Shopping Center (Q48) (n=116) • The majority of the students named various restaurants as their first choice of businesses • Others men oned a “Target type store” (many mes) • Sports bar or other type bar was also a frequent men on • Bowling (like Plank in Oakland ???) • Bookstore • Specialty grocery, like Whole Foods Rheem Shopping Center a Part of the Culture of Moraga? (Q49) (n=116)
68% of students think the shopping center is part of the culture of Moraga (vs Q25 in which 72% of general respondents felt it is part of the culture of Moraga) . Comments included “only going to school here”, “old”, “could be”, “not sure.” Part of the Culture – Yes (Q50) (n=89) or No (Q51) (n=28) • Many of the students men on loca on (middle of Moraga) as why they selected “yes” on the culture ques on (Q49) • Other reasons stated: • Lack of op ons – only 2 shopping centers in Moraga • Everyone goes there • It’s been there forever • CVS, TJ Maxx and Home Goods make it good • Small and ght knit, like community • For those that selected “no” the following reasons were given: • Moraga has no culture • Not relevant • Just a bunch of shops • “No culture about [it]. When you think of culture you think of different, exci ng tradi on. Rheem shopping is boring and bland, no culture”