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16+29+31+24A DOWNTOWN PERCEPTIONS REPORT

10 +201015255Y 36+63+1+A 2 BEHIND SURVEY RESPONDENT PROFILE THE BID BACKGROUND RACE/ETHNICITY Milwaukee Downtown, In an effort to better serve its residents, workers and The survey aimed to understand how the community Business Improvement District guests, Milwaukee Downtown, BID #21 partnered interacts with Downtown Milwaukee and solicit 83% Caucasian (non- (BID) #21, is an organization with Community Perceptions, a division of School opinions about a number of topics relating to Hispanic) established in 1998 to Perceptions LLC, to conduct a self-selecting the experience of living, working and playing in Prefer not to answer support the interests of the perceptions survey to quantify and chronicle the Downtown Milwaukee. The survey was divided into 7%  Downtown Milwaukee business rapid changes occurring in Downtown Milwaukee the following categories: 4% African/ community. Created through and the attitudes of various Downtown users. African American private sector leadership, 3% Hispanic/Latino Milwaukee Downtown, • Respondent demographic information BID BIT: BID #21 is a management • Respondent activity preferences in Downtown Milwaukee 36+GENDER 63+1+A 1% Asian/Asian American 83+7+4+31A 18HAS CHILDREN +82A Downtown Milwaukee (17 YEARS OR YOUNGER) district organization that • Experiences in Downtown Milwaukee represents 3.5% of Male 1% Native American oversees 150 square blocks 36% • Communication about Downtown Milwaukee events and activities the City’s landmass, yet Other group BID BIT: Downtown property owners Female 1% 18% Yes representing approximately 500 • Retail experiences in Downtown Milwaukee 63% Downtown Milwaukee contribute 22.6% to the property owners in the center Nonbinary or other 0% Pacific Islander is home to over 32,000 No • Milwaukee venue preferences City’s overall property 1% 82% of Downtown Milwaukee. The residents and more than • Utilization of transportation and mobility to and around Downtown Milwaukee tax base. organization funds specific 90,700 workers. • Input about the future of Downtown Milwaukee initiatives aimed at creating 41 a clean, safe, friendly and This report summarizes the study’s key findings and suggests opportunities vibrant Downtown. These core EDUCATION for enhancing users’ experiences. programs contribute to the 41% Undergraduate/four-year college quality of life in Downtown

Milwaukee, making the district + 33 33% Graduate or professional degree a desirable place to live, work, 12% Some college socialize and conduct business. METHODOLOGY AGE 7% Trade school/community/technical college + 12 High school or equivalent Under 18 4%  The 2019 Downtown Milwaukee Perceptions Survey participation was self-selecting and .2% + 7

Survey opened to the public on July 8, 2019 and encouraged through a variety of means generated + 4 Current college student LIVES IN DOWNTOWN + 2 2% 

18 to 22 + 1 2% + . 1 24+76+A MILWAUKEE received 3,005 responses by August 25, 2019. by Milwaukee Downtown, BID #21, including social Prefer not to answer 23 to 29 1% Survey respondents answered a combination of media outreach, promotion on the organization’s 12% Yes No Less than high school completed 24% 76% general questions and questions branched based website and media relations efforts. While all survey 12% 30 to 34 .1%  on whether or not respondents self-identified responses were anonymous, survey participants had 35 to 44 into one of three categories: Downtown resident; the option of signing up for a mailing list to receive 19% Highly Educated Downtown employee, but lives outside of continued Milwaukee Downtown, BID #21 news and 18% 45 to 54 Downtown users, whether they are residents, workers or visitors, are highly Downtown Milwaukee; or visitor (neither lives nor to be entered in a random weekly drawing for a gift 21% 55 to 64 educated, with 74% having a four-year degree or additional accreditation. works in Downtown Milwaukee). Any respondent card. Participation in either option was not required that self-identified as a business owner/operator in nor was it tied to survey responses. 16% 65 or older High Income Earners Downtown Milwaukee was also asked an additional The majority of respondents (50%) who provided their data, reported annual subset of business-related questions. The survey was administered by Community household incomes in a range between $50,000 and $149,000. Further, Perceptions, a division of School Perceptions LLC. over 40% of respondents reported earning a household income of $100,000 Survey respondents were not required to answer all School Perceptions is an independent research firm or more, demonstrating that those with an active interest in Downtown questions. Mandatory responses were required on that specializes in conducting surveys for public Milwaukee possess strong purchasing power. WORKS44+ IN DOWNTOWN56+A those questions which branched the survey based on and private schools, educational service agencies, MILWAUKEE the identified subsets. On average, the survey took communities and other state-level organizations. 44% Yes 56% No respondents about 10 to 15 minutes to complete, BID BIT: depending on which branch was selected. Since 2017, the value of all properties within Established Resident Base NON-DOWNTOWN LENGTH OF BID #21’s boundaries BID BIT: Downtown Milwaukee is a neighborhood RESIDENCY ORIGINS DOWNTOWN RESIDENCY have risen by Milwaukee that people are proud to call home – and for approximately Downtown’s Public 51% Outside of Downtown Milwaukee, 8% Less than a year 10 18.8%. BID BIT: an established amount of time. With 3,005 BID BIT: Service Ambassadors have but within the City of Milwaukee One year to less than 2 years tallied more than 4.4 million respondents to the survey, 24% identified as 9%  Milwaukee Downtown’s Outside of the City of Milwaukee, Clean Sweep Ambassadors Milwaukee interactions with guests residents of Downtown Milwaukee. Of those 30%  10% 2 years to less than 3 years removed over 219,600 gallons Downtown’s Landscape since 2000. who identified as residents of Downtown but within Milwaukee County Crew tends to over 377 beds of trash and coordinated 63 Milwaukee, 55% reported living Downtown 9% 3 years to less than 4 years and 75 hanging baskets 19% Outside of Milwaukee County, but in Super Block Cleanups in the for five years or longer, indicating that those 4 years to less than 5 years last year, which included a year-round. Southeastern (Ozaukee, 9% who choose to live Downtown tend to be top-to-bottom cleaning of Washington, Waukesha, Racine, 28% 5 to 10 years streets and signage. long-term residents. Walworth or Kenosha County) 15% 11 to 19 years .4% Outside of Southeastern Wisconsin, but in Wisconsin 11% 20 or more years .1% Out-of-state resident 1% I have never lived in +201015255M Downtown Milwaukee +7 15 +18+ +5+2+4+7 +12 +15 20 WHAT PEOPLE THINK OF DOWNTOWN WHAT PEOPLE DO DOWNTOWN BID BIT: Ensuring positive perceptions of Downtown Milwaukee is the driving force behind Milwaukee Downtown, BID #21. Cleanliness, safety and friendliness are With world-class cultural arts, award-winning restaurants, a state-of-the-art sports arena, the world’s largest music festival, Milwaukee Downtown, critical factors for establishing a thriving environment. While much has changed since we started in 1998, our passion has not. We continue to raise the bar with a 3.1-mile internationally-recognized RiverWalk, and acres upon acres of public greenspace and beaches, Downtown BID #21 engages with a social media follower base of expanded services, new events, collaborative partnerships and initiatives to provide positive experiences to all our users. Milwaukee is an 18-hour city buzzing with diverse offerings that appeal to everyone from baby boomers to Gen Z. 112,500+ fans across Facebook, Twitter and Instagram. In Top Venues Retail Wish Lists the last year, over 52,500 Importance of Very Important (5) - Not Important (1) STRONGLY DISAGREE NEITHER AGREE AGREE STRONGLY All respondents engagements were tracked DISAGREE 1 2 NOR DISAGREE 3 4 AGREE 5 BID BIT: Locally-owned specialty retailers 59% on Facebook. Downtown’s Offerings were asked In 2018, the Milwaukee Clothing/Apparel stores 53% a variety of Perceptions of Downtown Public Market welcomed Mid-level department stores 47% questions to Retail Public Safety nearly 1.8 million visitors 4.73 Downtown Milwaukee has gauge their and hit over $18 million in Grocery stores 44% Approximately 55% of all respondents do some improved over this past year. interaction vendor sales – a consecutive Books/music stores 37% shopping Downtown, but are also eager for Cleanliness Average record-breaking year for the 20+20+15+5A 4.70 4.20 and the High-end department stores 36% more options. Respondents generally indicated top-rated destination. the desire for more locally-owned retailers, I generally feel safe when spending frequency of Shoe stores 27% Walkability 20+20+14+6A time in Downtown Milwaukee. that interaction apparel stores and mid-box stores like an urban- 4.62 Discount retailer 25% Average 4.04 with Downtown formatted Target, which is becoming more Milwaukee events and venues. Among residents, Pharmacy/drug stores 23% common in city centers. This is especially the Restaurant variety 20+20+12+8A I find Downtown Milwaukee 4.51 visitors and commuters, the Milwaukee Public Home furnishing stores 22% case with Downtown residents who cited the visually appealing. Visual attractiveness Market was rated as their top destination Health and beauty stores 21% need to travel outside of Downtown for these 20+20+10+10A 4.40 Average 4.02 types of retailers. (of downtown and landscaping) choice (71% of all respondents). The Milwaukee Luxury goods stores 18% Public nuisance management Importance of Select Metrics RiverWalk, Milwaukee Art Museum and Henry 20+20+8+12A Pet stores 13% Sources of Info for (i.e. vagrancy, panhandling, etc.) 4.35 by Downtown Business Owners/Operators Maier Festival Park/Summerfest Grounds Office supply stores 12% followed closely behind. Downtown Milwaukee Access to parks and green space 20+20+7+13A Electronics stores 12% News, Events and Activities 4.28 Available talent/workforce Sociability an Important Toy stores 8% Word of mouth 67% Available talent/workforce 20+20+6+14A 4.19 Average 4.19 Economic Driver Other 7% Facebook 64% Downtown Milwaukee is the economic and Daycare 6% Grafitti removal/vandalism control Festivals 20+20+4+16A social engine of the region. Residents, visitors Websites 57% 4.14 Average 4.07 and commuters were consistent in the general Newspapers/magazines 52% Parking availability 20+20+3+17A categories of activities they most frequent in Shopping Frequency Opt-in emails 42% 4.14 Customer base Downtown Milwaukee. Dining is the top activity Radio advertisements 34% of all respondents, with 62% reporting that Grafitti removal/vandalism control20+20+3+17A 4.07 Average 3.88 Downtown organizations/businesses 33% they dine in Downtown Downtown guides/visitor information 33% Commercial lease rates Milwaukee at least four Live music/concerts 20+20+1+19A BID BIT: Television advertisements 31% 4.06 times a month or Average 3.53 more. Nearly 92% of Downtown Instagram 27% Customer base 20+20+1+19A Milwaukee’s nighttime 3.88 all respondents have Billboards Commercial space availability economy generates 23% dined in Downtown over $212 million in Twitter 16% Public transportation 20+201822A 3.79 Average 3.38 Milwaukee at least a annual sales. Public Service Ambassadors 8% few times during the Nightlife and entertainment 20+201624A past year. Other 4% 3.74 Welcoming Our Four-Legged Friends Snapchat 2% REGULARLY, Among resident respondents, 24% self-identified as dog owners and 71% Top Venues Among All 24%  Public art (i.e. murals, sculpture, etc.) 20+201525A Once a month or more 3.72 Downtown Users 24+31+29+16A Sources of Info of Downtown resident respondents, who are dog owners, categorized adding dog-friendly amenities in the Downtown area as “important” or “very 31% OCCASIONALLY, All Downtown users listed word of mouth (67%) Retail store variety 20+201426A 3.69 Milwaukee Public Market 71% Several times in a year as their top channel for information, followed important.” Milwaukee RiverWalk 60% by Facebook (64%) and websites (56%). Similarly, 29% SELDOM, Sporting Events 20+201426A Milwaukee Art Museum 58% residents indicated their top source for info was 3.60 Clean and Safe Once or twice in the last year Downtown Milwaukee received high marks on overall improvement, safety Henry Maier Festival Park/Summerfest Grounds 57% also word of mouth (67%), followed by Facebook NEVER, Not in the last year (66%) and websites (59%). Commercial lease rates 20+201228A and visual appeal, all being over 4 on a scale of 1 to 5, which validates the Miller Park 55% 16%  3.53 work of Milwaukee Downtown. Public Parks 54% Commercial space availability 20+201129A 3.38 53% Business Activity & BID BIT: Marcus Performing Arts Center 45% How do you engage with Downtown? Bicycling facilities 20+20832A Development Since 2010, more (i.e. bike lanes, racks, pumping stations, etc.) 3.11 than $3.5 billion has been Pabst Theater 41% Downtown business owners and operators invested in public and private Milwaukee Public Museum 39% Available housing 20+20238A ranked access to a talented workforce as a projects. Meanwhile, over 3.11 top priority. As such, Milwaukee Downtown’s $2.5 billion in development Riverside Theater 35% is currently under Mitchell Park Domes 88% 78% 19% 19% 4% Public Service Ambassadors 20+20238A 3.03 core programs and innovative approaches construction or slated 31% aim to build a vibrant community that is to start soon. Milwaukee Public Library 28% attractive to workers and companies alike. Pet facilities (i.e. dog parks, pet waste containers, etc.) 20+20139A Plaza at the Deer District 27% 2.58 With record investment and growing daytime 88+12A78+22A 19+81A19+81A4+96A Discovery World 24% Entertainment Special Professional Occasional I do not visit and nighttime densities, these strategies are helping to advance Milwaukee 20+201248A Turner Hall 20% Events Services Work Trips frequently +.1+1+13 +25 +6 +40 +27 20 

HOW PEOPLE GET AROUND DOWNTOWN MOVING FORWARD In November 2018, Downtown Milwaukee became easier to navigate with the launch of The Hop – the city’s modern streetcar service. While Phase 1 connects Survey respondents had an opportunity to provide additional feedback regarding their interactions with the Historic Third Ward, Intermodal Station, central business district and Lower East Side, future route extensions are currently being planned to link new Downtown Milwaukee in the comment sections. Prevailing themes, found both in the multiple choice and open- neighborhoods to Downtown. Meanwhile, public transportation options, parking, walkability and wayfinding solutions are continuously explored to enhance ended sections, included homelessness, road and sidewalk repairs, the cost of parking, more pedestrian and Downtown Milwaukee’s mobility and connectivity. bike-friendly options, and improving the cleanliness of public and private properties. Milwaukee Downtown, BID #21 will review these suggestions, along with feedback gathered during a post-survey focus group to shape the Downtown is a “Walker’s Paradise” Usage of The Hop by organization’s strategic plan for 2020 and beyond. Downtown users, especially Downtown employees, ranked walkability as a key method for getting Downtown Residents around. More than half (57%) of Downtown employees reported walking to work. Moreover, Walkscore and Workers Where Should Resources Be Dedicated? grades Downtown Milwaukee’s zip codes at a 92, meaning it’s a “Walker’s Paradise” and daily errands can * Please note, survey respondents could select multiple options in this section. easily be done on foot. “We made the decision to bring Modes of Transportation to Modes of Transportation Bader Rutter back Work by Downtown Residents for Leisure by Downtown 56% 51% 45% downtown for one and Workers Residents and Workers overriding reason: Walk 57% Walk 82% We were searching for Car 47% Rideshare such as Uber or Lyft 58% a great experience for The Hop Streetcar 21% Car 56% Improved parks and Expanded and integrated Free WiFi YES, more than one time 56+44 51+49 45+55 65%  public space transportation options our people and our I work from home or a home office 16% The Hop Streetcar 54% 65+10+16+9A YES, only one time Bicycle 16% Bicycle 32% 10%  clients. Simple as that.” Milwaukee County Transit 13% Milwaukee County Transit 20% 16% NO, but I plan to do so in the future  — Greg Nickerson, Rideshare such as Uber or Lyft 10% Bublr Bike 12% 9% NO, and I do not plan to do so in former CEO, Bader Rutter Bublr Bike 5% Other 5% the future 41% 36% 35% Other 3% Carpool 5% The Hop train 3% Taxi 2% Approximately one in five Downtown respondents BID BIT: Carpool 3% Shuttle bus/Van pool 1% (21%) uses The Hop as a means to get to and from Dedicated Improved lighting Public space amenities Sculpture Milwaukee, Taxi 1% work, and ridership jumps to 54% as a recreational 41+59 36+64 35+65 the city’s annual outdoor art bike lanes (chairs, games, etc.) Shuttle bus/Van pool 0.3% option for residents. Additionally, among those who exhibition, welcomed 22 world-class BID BIT: sculptures along Wisconsin Avenue for Not currently employed 0% work or visit Downtown Milwaukee, 26% reported its third edition. Since the exhibition’s In its first 11 months that they board The Hop for leisure activities. * Please note, survey respondents could select multiple of operation, The Hop opening year, three sculptures have options in this section. presented by Potawatomi Given its popularity since its launch, it’s no wonder been purchased anonymously Hotel & Casino provided The Hop is exceeding ridership projections. and gifted to the community, 740,531 free rides. 35% 27% 27% creating a legacy of public art throughout Downtown. Transportation Apps Contribute to Mobility A large majority of all respondents (89%), indicated comfortability with using transportation apps on their smart phones. The highest rated usage were BID BIT: rideshare apps such as Uber/Lyft, followed by ParkMilwaukee (44%), The Hop (32%) and Ride MCTS (31%). Public art Neighborhood/district More 35+65 27+73 27+73 With over 67,000 branding events/programming college students Transportation Apps Used by Downtown Residents & Workers within a five-mile radius, Downtown Milwaukee offers an educated pool of talent.

75% 44% 32% 31% 16% 15% 11% 5% 3% 23% 11% BID BIT: Since 2017, Milwaukee Downtown has activated BID BIT: 75+25A 44+56+A32+68A31+69A16+84A15+85A 11+89A5+95A3+97A $470,640 in public/private Rideshare Apps ParkMilwaukee Rider (The Hop Ride MCTS BCycle (Bublr SpotHero I have not Other ParqEx Through fundraising such as Uber Streetcar App) (Milwaukee Bike Share App) used any Dog park/dog-friendly Other partnerships to support efforts for its Key to 23+77 11+89 community-driven projects and/or Lyft County Transit transportation amenities Change program, Milwaukee App) apps that program third spaces. Downtown secured year-one funding to hire its first dedicated Modes of Transportation by Downtown Visitors Downtown Homeless BID BIT: Outreach Coordinator. BID BIT: In July 2019, the Common Council adopted Downtown Dining Week, the city’s premier 91% 49% 30% 23% 16% 15% 3% 1% 1% the City of Milwaukee’s first pedestrian plan to improve restaurant week coordinated safety, walkability and by Milwaukee Downtown, accessibility for people attracts over 70,000 diners 91+9+A 49+51+A30+70+A23+77+A16+84+A15+85+A3+97+A1+99+A1+99+A in an eight-day period To view the complete white paper Car Walk Rideshare such The Hop Milwaukee Bicycle Bublr Bike Other Taxi in Milwaukee. to 35 restaurants. report of the 2019 Downtown as Uber or Lyft Streetcar County Transit Milwaukee Perceptions Survey, visit +7 15 +18+ +5+2+4+7 +12 +15 20 www.milwaukeedowntown.com/do-business.

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Milwaukee Downtown, BID #21 301 W. Wisconsin Avenue Milwaukee, WI 53203 414.220.4700 16www.milwaukeedowntown.com +29+31+24A