Salt Lake Downtown Alliance June 2018 2 SURVEY DETAILS • Short telephone survey updating previous benchmark data around key topics • 609 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 of the questions, and additional tabs and analytics available upon request • Open-ended question responses were categorized by researchers, and verbatim responses are available upon request 3 GENDER 60% 0.52 0.52 0.51 0.51 0.5 0.5 0.48 0.49 0.48 0.49 0% Male Female 2018 2017 2016 2015 2014 4 AGE 20% 0.19 0.17 0.170.170.17 0.16 0.15 0.15 0.140.140.14 0.140.14 0.140.14 0.14 0.13 0.130.13 0.13 0.13 0.13 0.13 0.13 0.12 0.12 0.110.11 0.1 0.1 0.1 0.1 0.1 0.09 0.09 0.09 0.080.08 0.08 0.07 0% 18 to 24 25 to 29 30 to 34 35 to 39 40 to 44 45 to 54 55 to 64 65 or Older 2018 2017 2016 2015 2014 5 WORK STATUS 60% 0.53 0.53 0.49 0.48 0.21 0.22 0.19 0.2 0.16 0.16 0.15 0.15 0.14 0.15 0.14 0.11 0% Work Outside Home Full Time Do Not Work Outside Home 2018 2017 2016 2015 6 VISITS TO DOWNTOWN BY ACTIVITY • In the past six months the average individual has visited downtown Salt Lake nearly 8 times for dining, nearly 5 times for shopping, over 4 times for entertainment, and twice for religious activities. Also, the average employee has visited downtown Salt Lake over 17 times for work reasons in the past six months. Employment Purposes 15.52 We saw a significant17.62 1.92 increase in the 2.16 Religious Activities 1.52 average number of 2.11 visits to downtown 3.68 Salt Lake for dining. 3.92 Entertainment 4.33 4.55 3.45 4.34 Shopping 4.33 4.91 5.83 6.25 Dining 6.05 7.93 0.00 5.00 10.00 15.00 20.00 2015 2016 2017 2018 7 VISITS TO DOWNTOWN BY ACTIVITY • The chart below represents the percentage of respondents who have visited Downtown at least one time in the past six months for each 80%activity. 0.66 0.65 0.64 0.64 0.64 0.62 0.62 0.6 0.55 0.55 0.52 0.5 0.44 0.4 0.36 0.34 0.33 0.32 0% Dining Shopping Entertainment Religious Activities Employment Purposes 2018 2017 2016 2015 8 VISITS TO DOWNTOWN BY ACTIVITY % Who Have Visited at Least Once in the Past 6 Months: Compared by County 100% 57% in 2017 63% in 2017 56% in 2017 54% in 2017 42% in 2017 80% 77% 75% 72% 72% 72% 73% 39% in 2017 21% in 2017 66% 61% 59% 60% 57% 57% 44% in 2017 51% 49% 48% 46% 45% 46% 46% 40% 38% 35% 32% 33% 29% 25% 21% 20% 0% Dining Shopping Entertainment Religious Activities Employment Davis Salt Lake Utah Weber Other 9 VISITS TO DOWNTOWN BY ACTIVITY % Who Have Visited at Least Once in the Past 6 Months: Compared by Income 100% 55% in 2017 80% 46% in 2017 73% 73% 70% 67% 36% in 2017 64% 62% 60% 58% 57% 57% 57% 55% 49% 42% in 2017 46% 40% 37% 38% 33% 33% 30% 29% 27% 20% 0% Dining Shopping Entertainment Religious Activities Employment Under $50K $50K-$74K $75K-$99K $100K+ 10 VISITS TO DOWNTOWN BY ACTIVITY % Who Have Visited at Least Once in the Past 6 Months: Compared by Age 83% in 2017 Dining in Downtown Salt Lake Shopping in Downtown Salt Lake 100% 66% in 2017 65% in 2017 100% 52% in 2017 43% in 2017 49% in 2017 80% 0.72 0.77 0.76 80% 0.64 0.66 0.63 0.61 60% 0.52 60% 0.53 0.39 0.39 0.38 40% 40% 20% 20% 0% 0% 18-24 25-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+ Entertainment in Downtown Salt Lake Religious Activities in Downtown Salt Lake 61% in 2017 100% 60% in 2017 100% 0.79 80% 0.7 0.7 0.71 80% 60% 60% 0.42 0.4 0.37 0.41 40% 40% 0.33 0.35 0.34 0.35 20% 20% 0% 0% 18-24 25-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+ Employment Purposes in Downtown Salt Lake 100% 80% 60% 0.41 0.39 0.34 40% 0.28 0.24 0.22 20% 0% 18-24 25-34 35-44 45-54 55-64 65+ 11 INTEREST IN ACTIVITIES DOWNTOWN How interested are you in the following activities in downtown Salt 2.62 Lake? Living 2.54 2.46 2.58 3.87 Working 3.6 (If Work Outside Home) 3.44 3.74 3.67 Nighlife 3.78 3.87 3.74 4.85 4.57 Shopping 4.62 4.65 5.81 5.59 Events & Festivals 5.81 5.71 5.94 5.74 Dining 5.86 5.79 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00 10.00 Not At All Very Interested 2015 2016 2017 2018 Interested 12 INTEREST IN ACTIVITIES DOWNTOWN Above Average Interest in the Following Categories 80% (Above Average = 5-10 Rating) 0.710.72 0.72 0.71 0.71 69% 0.67 67% 0.5532 0.540.54 51% 0.41 0.41 0.4 0.4140% 37% 0.3677 0.34 0.21 0.21 0.1920% 0% Working Living Dining Nightlife Shopping Events & Festivals 2018 2017 2016 2015 13 ARTISTIC CREATIVITY & CULTURE DOWNTOWN When compared to a year ago, would you say there is more, less, or about the same amount of artistic creativity and culture in Downtown 50% Salt Lake City? 0.44 0.38 0.15 0.03 0% Less About the Same More Don’t Know 14 ARTISTIC CREATIVITY & CULTURE DOWNTOWN Overall, how would you rate the level of artistic creativity and culture in Downtown Salt Lake City? 0.05 Don’t Know 0.07 0.08 10 = Excellent 0.05 0.09 9 0.06 0.2 8 0.24 0.24 7 0.26 0.14 6 0.1 0.12 5 0.13 0.04 4 0.03 0.03 3 0.02 0.01 2 0.01 0.02 1 = Very Poor 0.02 0% 30% 2017 2018 15 ARTISTIC CREATIVITY & CULTURE DOWNTOWN Why did you give artistic creativity and culture a rating of ______? 0.07 Unfamiliar with Artistic Creativity and Culture in Downtown Salt Lake City 0.07 0.04 Lacking Artistic Creativity and/or Culture, In General 0.07 0.06 Room for Improvement / More Creativity and Culture 0.07 0.04 Have Seen Growth / Improvement in Artistic Creativity and Culture 0.07 0.06 Not as Much Artistic Creativity/Culture as Other Areas 0.08 0.06 Has Artistic Creativity and/or Culture, In General 0.09 0.15 Variety / Many Events, Entertainment, Opportunities 0.12 0% 20% 2017 2018 Other less frequently mentioned responses include Good and Bad Aspects of Artistic Creativity and Culture (3%), Positive Impression of Downtown SLC (3%), Diversity (3%), Theaters and Stage Productions (3%), Music Opportunities and Venues (2%), Average for Artistic Creativity and Culture (2%), Festivals and Fairs (2%), More Artistic Creativity / Culture than Other Areas (2%), Word of Mouth / Know Someone who Enjoys Arts and Culture Downtown (2%), There is a Lot of Art (2%), Lack of Diversity (2%), Museums / Galleries (2%), Appearance / Beauty of Downtown SLC (1%), Personal Experience / Familiarity with Artistic Creativity and Culture (1%), Buildings / Architecture (1%), Religious Activities / Culture (1%), Miscellaneous Responses (5%), Don’t Know (4%), and Don’t Care / No Opinion (1%). 16 ENTERTAINMENT EVENTS DOWNTOWN Aside from shopping and dining, what entertainment events do you typically attend downtown? 0.16 0.16 None, Do Not Go Downtown 0.13 0.15 0.02 0.02 Holiday Events 0.01 0.02 0.02 0.02 Museums 0.03 0.02 0.08 2015 0.06 Movies 0.03 2016 0.03 2017 0.04 0.04 2018 Festivals and Fairs 0.05 0.06 0.09 0.1 Religious Events and Activities 0.08 0.08 0.09 0.07 Theater 0.09 0.11 0.14 0.16 Sporting Events 0.17 0.2 0.2 0.2 Music and Concerts 0.26 0.22 0% 30% Other less frequently mentioned responses include Farmers Market (1%), Clubs or Bars (1%), Big Events such as at the Arenas (1%), Conventions, Conferences, Seminars (1%), Parades (1%), Work (1%), and Miscellaneous Responses (4%). 17 ENTERTAINMENT EVENTS DOWNTOWN Percentage of respondents who attended various cultural events in the last year. 0.07 An Opera 0.06 0.1 A Rose Wagner Performances 0.09 0.11 Ballet West 0.12 0.2 The Twilight Concert Series 0.2 0.21 A Symphony 0.21 0.25 Arts Fest 0.27 0.29 Mormon Tabernacle Choir 0.27 0.25 An Eccles Theater Shows 0.29 0% 35% 2017 2018 18 ENTERTAINMENT EVENTS DOWNTOWN Which of the following Eccles Theater shows did you attend? 0.23 Dance 0.26 0.31 Comedy 0.29 0.51 Music 0.48 0.68 Broadway Production 0.7 0% 75% 2017 2018 19 ENTERTAINMENT EVENTS DOWNTOWN Which of the following types of Rose Wagner performances did you attend? 0.14 Comedy 0.18 0.41 Dance 0.39 0.41 Music 0.42 0.38 Theater Production 0.6 0% 65% 2017 2018 20 ENTERTAINMENT EVENTS DOWNTOWN Which of the following best describes why you typically attend entertainment events downtown? 0.09 0.1 I Do Not Attend Entertainment Events Downtown 0.12 0.13 0.05 0.03 Some Other Reason (Specify) 0.06 0.05 0.01 2015 All Three Reasons Mentioned Above 0.01 0.01 2016 0.01 2017 0.01 0 2018 To Go With Someone / Meet Someone 0.01 0.02 0.11 0.14 Coming Downtown Makes the Event Feel More Special 0.11 0.1 0.3 0.33 There are More / Other Things to Do While I Am Downtown, Like Shopping, Dining, etc.