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.