Survey - Downtown Cincinnati Inc.
Perceptions Survey 2013
New and unique destinations such as Horseshoe Casino, Washington Park, Over-the-Rhine and downtown restaurants and nightlife attract more visitors who spend more money downtown.
Purpose and Methodology
Purpose: The annual Downtown Perceptions Survey is part of DCI’s commitment to track data that reflects and supports downtown’s economic, business and residential development, as well as to gather community perceptions. The results help inform DCI’s work plan and performance measures.
Survey: • Surveys were conducted using the online Qualtrics© platform • The survey was available from October 3 - November 18, 2013 • 2,103 people completed the survey in 2013, compared to 1,712 in 2012, an increase of 23% • Of these, 237 downtown residents took the 2013 survey (11% of total), compared to 306 in 2012 (18% of total)
Outreach: Outreach was conducted by Downtown Cincinnati Inc. and LaVERDAD Marketing and included: • • • •
DCI database DCI website Past participant list Media
• •
African American Organizations Minority Business Associations
• • •
www.laverdadmarketing.com
LaVERDAD database Regional Chambers of Commerce Downtown Residents Council
Visitation & Activities
www.laverdadmarketing.com
28% of non-residents reported visiting downtown over forty times within the last year, an increase of 7% over 2012.
www.laverdadmarketing.com
Non-residents spent an average of at least $43 during their most recent visit. 20% spent over $100 on their most recent visit downtown, an increase of 4% over last year.
www.laverdadmarketing.com
28% of non-residents reported visiting downtown over forty times within the last year, an increase of 7% over 2012.
www.laverdadmarketing.com
Dining out continues to drive downtown visitation. Washington Park saw a 12% increase and Horseshoe Casino attracted 46% of respondents in its first year.
www.laverdadmarketing.com
Restaurants also lead the visitation list for residents. Findlay Market and Washington Park reached second and third in the ranking. Roughly 80% of residents have visited these Top 10.
www.laverdadmarketing.com
More than half of residents travelled to other neighborhoods to shop, eat out, spend time outdoors, use professional services and visit someone outside of downtown.
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Residents mention unique amenities and accessibility as the top reasons for living downtown.
Urban Living- 416 mentions of vibrancy, amenities only available in the city and diversity. Accessibility- 313 mentions of closeness to activities, businesses, and entertainment. Work- 78 mentions of closeness or convenience of commuting. Price- 21 mentions of cost savings, low rent, and good investments.
www.laverdadmarketing.com
Residents would like to see new businesses downtown:
Clothing H&M Gap J. Crew Boutiques Shoe / Athletic Apparel Department Store Nordstrom J.C. Penney Kohl's Updated Macy’s Grocery Kroger- New or renovated Trader Joes Whole Foods Fresh Market Anything!
Home Furnishings / Accessories Ikea Pottery Barn Hardware Store Ace Home Depot Lowes Restaurant Medium – Low Priced Options Fast Food More ethnic diversity Superstore Target Nothing! Other Dry cleaners – Laundromat Shoe stores / repair Workout Facilities – gym, spinning Grocery Stores www.laverdadmarketing.com
Online and personal networks continue to be a major source of information about downtown for non-residents, followed by Facebook and the Enquirer.
www.laverdadmarketing.com
Downtown Gift Card Awareness
Are you aware of the DCI Gift Card? Have you ever purchased or received a DCI Gift Card?
2013 Non-Residents 42% yes
2013 Residents 61% yes
24% yes
37% yes
(of those aware of the card)
www.laverdadmarketing.com
Impressions
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80% have positive perceptions of the Central Business District. (2012 question referred to “downtown”, approval was 90%.)
Newly worded question in 2013
Newly worded question in 2013
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Almost 90% of non-residents have positive impressions of Over-the-Rhine.
Newly worded question in 2013
www.laverdadmarketing.com
Nearly 100% of respondents agree having a healthy downtown is important to the region.
www.laverdadmarketing.com
Impressions of downtown entertainment options are very positive.
www.laverdadmarketing.com
The majority of all respondents like to bring out-of-town guests to downtown attractions.
www.laverdadmarketing.com
Family ratings remain positive in 2013. Inclusiveness ratings include favorable increases in gay friendliness (+6%).
www.laverdadmarketing.com
81% of non-residents agree that downtown is walkable. More than half of non-resident respondents believe that parking prices are affordable.
www.laverdadmarketing.com
Ambassador visibility increased slightly from 2012. Impressions of safety remain high.
www.laverdadmarketing.com
72% of respondents agree that downtown is overall clean. Impressions of cleanliness remain high.
www.laverdadmarketing.com
Residents are advocates of downtown living. Most agree that downtown Cincinnati has a strong sense of community and the amenities to support residential life.
www.laverdadmarketing.com
Demographics
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Demographics Overview
Majority of Respondents Female: 58% (62% in 2012) Caucasian: 81% (68% in 2012) Ages 25 to 54: 67% (69% in 2012) Married, partnered, living together: 63% (62% in 2012) No children in the home: 74% (74% in 2012) Hamilton County residents: 69% (72% in 2012) Household income of $50,000+: 68% (63% in 2012) Bachelor’s degree or higher: 80% (80% in 2012) Employed: 85% (87% in 2012) Work outside of downtown: 62% (64% in 2012)
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Approximately 6 out of 10 respondents were women.
www.laverdadmarketing.com
The race and ethnicities of respondents is representative of the Cincinnati Metropolitan Statistical Area.
Race/Ethnicity: Survey Respondents vs. Cincinnati MSA 2010
2011
2012
2013
Black
6%
20%
19%
11%
Asian
0%
2%
3%
1%
White
90%
64%
68%
81%
Hispanic
0%
11%
9%
5%
Other
4%
3%
1%
2%
People QuickFacts
Hamilton County
White alone, percent, 2012 (a)
69.5%
Respondents
Black or African American alone, percent, 2012 (a)
25.9%
Cincinnati MSA
American Indian and Alaska Native alone, percent, 2012 (a)
0.3%
Asian alone, percent, 2012 (a)
2.2%
Native Hawaiian and Other Pacific Islander alone, percent, 2012 (a)
0.1%
Two or More Races, percent, 2012
2.1%
Hispanic or Latino, percent, 2012 (b)
2.7%
White alone, not Hispanic or Latino, percent, 2012
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67.3%
67% of respondents were between 25 and 54 years old.
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63% of respondents were married, living with a significant other, or partnered.
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A quarter of respondents had children living in their home. Of these, nearly 40% were teenagers.
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31% of respondents reported that they live outside of Hamilton County.
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68% of survey respondents reported household incomes of $50,000 and above.
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Nearly 80% of respondents had earned a Bachelor’s degree or higher.
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85% of respondents were employed.
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38% of those employed work downtown.
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Downtown Resident-Specific Demographics
Population Growth: 43% of residents moved downtown within the last two years. Own or rent: 44% own their home/condo and 56% rent 40% are paying between $500 and $1,000 in rent or mortgage payments per month. 42% are paying between $1,001 and $2,000 45% are seriously considering buying a downtown home or condo in the next two years
Lived in Other Cities: 76% of residents have lived outside of the Greater Cincinnati area.
School: 47% of resident respondents with children report that their children attend school or daycare in the central business district.
Pets: 21% of residents live with one or more dogs, while 26% share their household with one or more cats.
www.laverdadmarketing.com
Downtown Resident vs. Non-Resident Demographics
More highly educated: 87% of residents had a minimum of a bachelor’s degree - a 10% higher instance rate than non-residents.
More likely to be employed: 89% of residents were employed full or part time - a 5% higher instance rate than non-residents.
Younger: 47% of residents were between the ages of 18 and 34 - a 16% higher instance rate than non-residents.
Less racially diverse: 85% of residents were non-Hispanic Caucasians - a 5% higher instance rate than non-residents.
Less likely to be married: 39% or residents were single or never married - a 16% higher instance rate than non-residents.
Less likely to have children: 6% of residents had a child living with them - a 22% lower instance rate than non-residents.
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Conclusions
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How do downtown Cincinnati perceptions compare among cities?
Cincinnati Perceptions 2013
Nashville Employees 2013
(agree or mostly agree) Overall safe: 70% Safe during the day: 88% Safe at night: 76% early evening, 48% late evening Overall clean: 73%
(always or most of the time) Overall safe: 79% Safe during the day: N/A Safe at night: N/A Overall clean: 82% (the same or much cleaner than other neighborhoods)
St. Louis Worker Survey 2012
Pittsburgh Residents 2012
(average to outstanding) Overall safe: N/A Safe during the day: 79% Safe at night: 35% nighttime Overall clean: 70%
(average to outstanding) Overall safe: N/A Safe during the day: 94% Safe at night: 58% nighttime Overall clean: 43% (the presence of litter is 'neutral' or 'not an issue‘) 72% (the presence of graffiti is 'neutral' or 'not an issue‘)
Nashville Residents 2013 (average to outstanding) Overall safe: 79% Safe during the day: N/A Safe at night: N/A Overall clean: 72%
www.laverdadmarketing.com
OPPORTUNITIES: Survey distribution, Communications and Downtown Gift Cards
Survey Respondents: Increase survey distribution to a more diverse audience to be more reflective of the racial and socioeconomic demographics of Hamilton County and the Cincinnati MSA.
Welcoming: Market downtown’s diverse offerings. 67% of respondents say downtown is welcoming to all racial and ethnic groups. 56% of non-residents say that downtown is not gay friendly.
Parking: Communicate parking options--49% of non-residents say that downtown does not offer affordable parking.
Safe and Clean: Communicate the safety and cleanliness of downtown to a wider audience. Downtown Gift Cards: Continue to market the successful Downtown Gift Card--55% of survey respondents reported that they were unaware of the card. 74% had not purchased a gift card.
www.laverdadmarketing.com
SUCCESSES: Downtown Ambassadors, Over-the-Rhine, new entertainment and parking
Visitation: 28% of non-residents reported visiting over forty times within the last year, an increase of 7% since 2012. 20% spent over $100 on their most recent visit downtown, an increase of 4% over last year. All ethnicities like to bring out-of-town guests to downtown attractions.
Entertainment: An average of 86% of all respondents agree that downtown has a variety of entertainment, dining options and bars/clubs. Washington Park saw a 12% increase in visitation and Horseshoe Casino attracted 46% of survey respondents in its first year.
Over-the-Rhine: 89% of non-residents (94% of residents) have a positive impression of Over-theRhine.
Ambassadors: 59% of non-residents, an increase of 3% over last year, (89% of residents, an increase of 6% over last year) agree that downtown ambassadors are visible.
Walkability: 81% of non-residents agree that downtown is walkable.
www.laverdadmarketing.com
New and unique destinations such as Horseshoe Casino, Washington Park, Over-the-Rhine and downtown restaurants and nightlife attract more visitors who spend more money downtown.
Purpose and Methodology
Purpose: The annual Downtown Perceptions Survey is part of DCI’s commitment to track data that reflects and supports downtown’s economic, business and residential development, as well as to gather community perceptions. The results help inform DCI’s work plan and performance measures.
Survey: • Surveys were conducted using the online Qualtrics© platform • The survey was available from October 3 - November 18, 2013 • 2,103 people completed the survey in 2013, compared to 1,712 in 2012, an increase of 23% • Of these, 237 downtown residents took the 2013 survey (11% of total), compared to 306 in 2012 (18% of total)
Outreach: Outreach was conducted by Downtown Cincinnati Inc. and LaVERDAD Marketing and included: • • • •
DCI database DCI website Past participant list Media
• •
African American Organizations Minority Business Associations
• • •
www.laverdadmarketing.com
LaVERDAD database Regional Chambers of Commerce Downtown Residents Council
Visitation & Activities
www.laverdadmarketing.com
28% of non-residents reported visiting downtown over forty times within the last year, an increase of 7% over 2012.
www.laverdadmarketing.com
Non-residents spent an average of at least $43 during their most recent visit. 20% spent over $100 on their most recent visit downtown, an increase of 4% over last year.
www.laverdadmarketing.com
28% of non-residents reported visiting downtown over forty times within the last year, an increase of 7% over 2012.
www.laverdadmarketing.com
Dining out continues to drive downtown visitation. Washington Park saw a 12% increase and Horseshoe Casino attracted 46% of respondents in its first year.
www.laverdadmarketing.com
Restaurants also lead the visitation list for residents. Findlay Market and Washington Park reached second and third in the ranking. Roughly 80% of residents have visited these Top 10.
www.laverdadmarketing.com
More than half of residents travelled to other neighborhoods to shop, eat out, spend time outdoors, use professional services and visit someone outside of downtown.
www.laverdadmarketing.com
Residents mention unique amenities and accessibility as the top reasons for living downtown.
Urban Living- 416 mentions of vibrancy, amenities only available in the city and diversity. Accessibility- 313 mentions of closeness to activities, businesses, and entertainment. Work- 78 mentions of closeness or convenience of commuting. Price- 21 mentions of cost savings, low rent, and good investments.
www.laverdadmarketing.com
Residents would like to see new businesses downtown:
Clothing H&M Gap J. Crew Boutiques Shoe / Athletic Apparel Department Store Nordstrom J.C. Penney Kohl's Updated Macy’s Grocery Kroger- New or renovated Trader Joes Whole Foods Fresh Market Anything!
Home Furnishings / Accessories Ikea Pottery Barn Hardware Store Ace Home Depot Lowes Restaurant Medium – Low Priced Options Fast Food More ethnic diversity Superstore Target Nothing! Other Dry cleaners – Laundromat Shoe stores / repair Workout Facilities – gym, spinning Grocery Stores www.laverdadmarketing.com
Online and personal networks continue to be a major source of information about downtown for non-residents, followed by Facebook and the Enquirer.
www.laverdadmarketing.com
Downtown Gift Card Awareness
Are you aware of the DCI Gift Card? Have you ever purchased or received a DCI Gift Card?
2013 Non-Residents 42% yes
2013 Residents 61% yes
24% yes
37% yes
(of those aware of the card)
www.laverdadmarketing.com
Impressions
www.laverdadmarketing.com
80% have positive perceptions of the Central Business District. (2012 question referred to “downtown”, approval was 90%.)
Newly worded question in 2013
Newly worded question in 2013
www.laverdadmarketing.com
Almost 90% of non-residents have positive impressions of Over-the-Rhine.
Newly worded question in 2013
www.laverdadmarketing.com
Nearly 100% of respondents agree having a healthy downtown is important to the region.
www.laverdadmarketing.com
Impressions of downtown entertainment options are very positive.
www.laverdadmarketing.com
The majority of all respondents like to bring out-of-town guests to downtown attractions.
www.laverdadmarketing.com
Family ratings remain positive in 2013. Inclusiveness ratings include favorable increases in gay friendliness (+6%).
www.laverdadmarketing.com
81% of non-residents agree that downtown is walkable. More than half of non-resident respondents believe that parking prices are affordable.
www.laverdadmarketing.com
Ambassador visibility increased slightly from 2012. Impressions of safety remain high.
www.laverdadmarketing.com
72% of respondents agree that downtown is overall clean. Impressions of cleanliness remain high.
www.laverdadmarketing.com
Residents are advocates of downtown living. Most agree that downtown Cincinnati has a strong sense of community and the amenities to support residential life.
www.laverdadmarketing.com
Demographics
www.laverdadmarketing.com
Demographics Overview
Majority of Respondents Female: 58% (62% in 2012) Caucasian: 81% (68% in 2012) Ages 25 to 54: 67% (69% in 2012) Married, partnered, living together: 63% (62% in 2012) No children in the home: 74% (74% in 2012) Hamilton County residents: 69% (72% in 2012) Household income of $50,000+: 68% (63% in 2012) Bachelor’s degree or higher: 80% (80% in 2012) Employed: 85% (87% in 2012) Work outside of downtown: 62% (64% in 2012)
www.laverdadmarketing.com
Approximately 6 out of 10 respondents were women.
www.laverdadmarketing.com
The race and ethnicities of respondents is representative of the Cincinnati Metropolitan Statistical Area.
Race/Ethnicity: Survey Respondents vs. Cincinnati MSA 2010
2011
2012
2013
Black
6%
20%
19%
11%
Asian
0%
2%
3%
1%
White
90%
64%
68%
81%
Hispanic
0%
11%
9%
5%
Other
4%
3%
1%
2%
People QuickFacts
Hamilton County
White alone, percent, 2012 (a)
69.5%
Respondents
Black or African American alone, percent, 2012 (a)
25.9%
Cincinnati MSA
American Indian and Alaska Native alone, percent, 2012 (a)
0.3%
Asian alone, percent, 2012 (a)
2.2%
Native Hawaiian and Other Pacific Islander alone, percent, 2012 (a)
0.1%
Two or More Races, percent, 2012
2.1%
Hispanic or Latino, percent, 2012 (b)
2.7%
White alone, not Hispanic or Latino, percent, 2012
www.laverdadmarketing.com
67.3%
67% of respondents were between 25 and 54 years old.
www.laverdadmarketing.com
63% of respondents were married, living with a significant other, or partnered.
www.laverdadmarketing.com
A quarter of respondents had children living in their home. Of these, nearly 40% were teenagers.
www.laverdadmarketing.com
31% of respondents reported that they live outside of Hamilton County.
www.laverdadmarketing.com
68% of survey respondents reported household incomes of $50,000 and above.
www.laverdadmarketing.com
Nearly 80% of respondents had earned a Bachelor’s degree or higher.
www.laverdadmarketing.com
85% of respondents were employed.
www.laverdadmarketing.com
38% of those employed work downtown.
www.laverdadmarketing.com
Downtown Resident-Specific Demographics
Population Growth: 43% of residents moved downtown within the last two years. Own or rent: 44% own their home/condo and 56% rent 40% are paying between $500 and $1,000 in rent or mortgage payments per month. 42% are paying between $1,001 and $2,000 45% are seriously considering buying a downtown home or condo in the next two years
Lived in Other Cities: 76% of residents have lived outside of the Greater Cincinnati area.
School: 47% of resident respondents with children report that their children attend school or daycare in the central business district.
Pets: 21% of residents live with one or more dogs, while 26% share their household with one or more cats.
www.laverdadmarketing.com
Downtown Resident vs. Non-Resident Demographics
More highly educated: 87% of residents had a minimum of a bachelor’s degree - a 10% higher instance rate than non-residents.
More likely to be employed: 89% of residents were employed full or part time - a 5% higher instance rate than non-residents.
Younger: 47% of residents were between the ages of 18 and 34 - a 16% higher instance rate than non-residents.
Less racially diverse: 85% of residents were non-Hispanic Caucasians - a 5% higher instance rate than non-residents.
Less likely to be married: 39% or residents were single or never married - a 16% higher instance rate than non-residents.
Less likely to have children: 6% of residents had a child living with them - a 22% lower instance rate than non-residents.
www.laverdadmarketing.com
Conclusions
www.laverdadmarketing.com
How do downtown Cincinnati perceptions compare among cities?
Cincinnati Perceptions 2013
Nashville Employees 2013
(agree or mostly agree) Overall safe: 70% Safe during the day: 88% Safe at night: 76% early evening, 48% late evening Overall clean: 73%
(always or most of the time) Overall safe: 79% Safe during the day: N/A Safe at night: N/A Overall clean: 82% (the same or much cleaner than other neighborhoods)
St. Louis Worker Survey 2012
Pittsburgh Residents 2012
(average to outstanding) Overall safe: N/A Safe during the day: 79% Safe at night: 35% nighttime Overall clean: 70%
(average to outstanding) Overall safe: N/A Safe during the day: 94% Safe at night: 58% nighttime Overall clean: 43% (the presence of litter is 'neutral' or 'not an issue‘) 72% (the presence of graffiti is 'neutral' or 'not an issue‘)
Nashville Residents 2013 (average to outstanding) Overall safe: 79% Safe during the day: N/A Safe at night: N/A Overall clean: 72%
www.laverdadmarketing.com
OPPORTUNITIES: Survey distribution, Communications and Downtown Gift Cards
Survey Respondents: Increase survey distribution to a more diverse audience to be more reflective of the racial and socioeconomic demographics of Hamilton County and the Cincinnati MSA.
Welcoming: Market downtown’s diverse offerings. 67% of respondents say downtown is welcoming to all racial and ethnic groups. 56% of non-residents say that downtown is not gay friendly.
Parking: Communicate parking options--49% of non-residents say that downtown does not offer affordable parking.
Safe and Clean: Communicate the safety and cleanliness of downtown to a wider audience. Downtown Gift Cards: Continue to market the successful Downtown Gift Card--55% of survey respondents reported that they were unaware of the card. 74% had not purchased a gift card.
www.laverdadmarketing.com
SUCCESSES: Downtown Ambassadors, Over-the-Rhine, new entertainment and parking
Visitation: 28% of non-residents reported visiting over forty times within the last year, an increase of 7% since 2012. 20% spent over $100 on their most recent visit downtown, an increase of 4% over last year. All ethnicities like to bring out-of-town guests to downtown attractions.
Entertainment: An average of 86% of all respondents agree that downtown has a variety of entertainment, dining options and bars/clubs. Washington Park saw a 12% increase in visitation and Horseshoe Casino attracted 46% of survey respondents in its first year.
Over-the-Rhine: 89% of non-residents (94% of residents) have a positive impression of Over-theRhine.
Ambassadors: 59% of non-residents, an increase of 3% over last year, (89% of residents, an increase of 6% over last year) agree that downtown ambassadors are visible.
Walkability: 81% of non-residents agree that downtown is walkable.
www.laverdadmarketing.com
