Staunton Downtown Development Association’s Customer ...



Staunton Downtown Development Association’s Customer Perception and Behavior Survey January 25, 2017Table of Contents TOC \o "1-3" \h \z \u Introduction PAGEREF _Toc473126680 \h 3Shopping, Entertainment and Dining PAGEREF _Toc473126681 \h 4Downtown Atmosphere PAGEREF _Toc473126682 \h 5Downtown Functionality and Character PAGEREF _Toc473126683 \h 6Downtown Parking, Transportation, and Navigation PAGEREF _Toc473126684 \h 7Downtown Interaction PAGEREF _Toc473126685 \h 8Downtown Awareness, Promotions, Events PAGEREF _Toc473126686 \h 14Initiatives PAGEREF _Toc473126687 \h 19Additional Comments PAGEREF _Toc473126688 \h 20Demographics PAGEREF _Toc473126689 \h 21IntroductionThis report presents the results of the Staunton Downtown Development Association’s Customer Perception and Behavior Survey. The survey was conducted between September 22 and October 31, 2016. There were 871 participants and 711 complete responses. The results from each question, including the open-ended responses, are detailed in the following pages.NOTES:Negative references to individuals and businesses have been withdrawn with the note that only four comments were eliminated. Please note that answers are shown as written, no attempt to correct misspellings, titles, or grammatical errors have been made.Shopping, Entertainment and DiningQ1: Please rank your feeling using the following five-point scale.??Strongly DisagreeDisagreeNeutral (or do not know)AgreeStrongly AgreeRating AverageResponse CountBusinesses provide good customer service?1%3%6%57%34%4.2866Businesses provide a good variety for customers?2%10%13%53%21%3.8867Businesses provide a variety of shopping options?3%17%17%46%17%3.6869I prefer shopping Downtown to other locations?7%24%26%25%18%3.2865Downtown has a variety of entertainment options?4%19%18%46%13%3.4865Exciting events and activities occur in Downtown?3%8%17%51%21%3.8867Restaurants offer a variety of dining options?1%6%8%55%29%4.0866Restaurants offer a variety of family dining options?1%13%23%47%16%3.6864Downtown has a variety of nightlife options?10%25%33%26%5%2.9867Restaurants offer quality dining options?1%4%9%56%30%4.1866Answered question870Skipped question1Downtown AtmosphereQ2: Please answer the following using the same five-point scale. Downtown Staunton is…?Strongly DisagreeDisagreeNeutral (or do not know)AgreeStrongly AgreeRating AverageResponse CountWelcoming to people from out-of-town1%4%13%46%37%4.1865Welcoming to locals1%5%8%52%34%4.1864Welcoming to both locals and visitors1%3%14%51%31%4.1865Welcoming to all racial and ethnic groups3%7%30%37%22%3.7865Friendly and comfortable for women1%4%16%50%29%4.0866Welcoming to students1%4%24%43%28%3.9863Child friendly1%6%28%45%20%3.8864Senior citizen friendly1%9%30%40%21%3.7864Accessible to those with disabilities3%17%44%27%9%3.2865Pet friendly1%6%39%38%16%3.6862Welcoming to LGBTQ visitors1%3%50%29%17%3.6863A place that makes me proud2%4%17%45%32%4.0863One reason I moved to Staunton8%16%32%24%19%3.3844The reason I moved to Staunton13%22%42%14%8%2.8840A place with a strong sense of community1%5%18%48%27%4.0862Answered question867Skipped question4Downtown Functionality and CharacterQ3: Please answer the following using the same five-point scale. Downtown Staunton…?Strongly DisagreeDisagreeNeutral (or do not know)AgreeStrongly AgreeRating AverageResponse CountIs clean0%3%5%65%27%4.1864Is walkable1%3%3%56%38%4.3863Is bike friendly4%29%39%21%7%3.0856Has historic, preserved architecture0%1%3%42%53%4.5864Has enough dedicated green space4%34%24%30%8%3.0859Has adequate public gathering places2%22%24%42%10%3.4861Is safe during daytime hours0%0%3%53%44%4.4862Is safe during evening/night hours2%8%20%48%22%3.8858Is well lit2%11%16%56%16%3.7862Is safe during weekends1%1%12%58%28%4.1857Has a panhandling problem11%34%39%13%4%2.6859Has adequate police presence1%8%26%50%14%3.7862Is attractively landscaped0%5%11%54%29%4.1862Has attractive buildings1%3%4%48%44%4.3859Has affordable living options4%12%50%24%9%3.2854Has a variety of living options3%12%47%31%8%3.3860Has the amenities/businesses to support residential life3%21%28%37%10%3.3863Is a place I would recommend living2%11%22%43%22%3.7860Has enough welcoming and safe parks3%17%16%45%19%3.6858Has conveniently located pet stations3%15%60%15%7%3.1859Has appropriate noise levels1%4%26%54%15%3.8859Answered question865Skipped question6Downtown Parking, Transportation, and NavigationQ4: Please answer the following using the same five-point scale. Downtown Staunton…?Strongly DisagreeDisagreeNeutral (or do not know)AgreeStrongly AgreeRating AverageResponse CountHas appropriate directional signage for finding Downtown1%8%13%61%18%3.9857Has pedestrian signage that make it easy to navigate the Downtown2%14%17%54%14%3.6859Has signs that makes it easy to locate amenities that include ATM’s and public restrooms4%31%34%25%6%3.0857Has adequate public parking7%20%15%47%11%3.4858Has parking structures that are safe1%4%22%58%16%3.8855Has parking structures that are affordable2%8%26%50%14%3.7854Offers convenient off-street parking4%17%19%48%12%3.5853Has easy to find off-street parking4%22%21%43%10%3.3858Offers convenient on street parking5%19%17%47%11%3.4855Has off-street parking options that are safe1%6%25%52%15%3.7855Has accessible free parking8%21%29%34%8%3.1855Has car charging stations are conveniently located5%9%68%14%4%3.0855Has adequate public transportation (trolleys and buses)4%11%32%43%11%3.5855Has public transportation that is clean and safe2%6%49%33%10%3.4855Has trolley and bus stops that are well signed and conveniently located3%12%39%36%10%3.4855Answered question859Skipped question12Downtown InteractionQ5: How often do you visit Downtown Staunton for the following:?At least every weekAt least every monthAt least every few monthsOnce or twice a yearNeverRating AverageResponse CountShopping21%35%23%16%5%2.5744Dining26%42%20%9%3%2.2743Entertainment9%29%30%20%11%2.9741Government Services3%10%20%32%35%3.9742Personal Services (hair salon, spa, etc.)3%14%19%15%50%3.9744Professional Services (attorney, bank, accountant, etc.)13%20%13%15%38%3.5744To attend a special event4%22%34%29%10%3.2735Other (please specify)???????60Answered question744Skipped question127Responses to “Other” option for Question 5 include:School and workChurch-At least every week We live in Churchville 4 days and Norfolk 3 days/weekHarry Potterto attend church - at least every weekTrolley maps and pamphlets are hard to understand and especially for elder or special needs which there was a simpler form I like to walk around to Pokemon GO gyms and pokestops downtown. It gives me motivation to walk around and get exercise.plays movies Go to Mary Baldwin functions regularly on campusI go to church at St Francismy school is technically downtown! MBUTo purchase health and organic food, Go to marketJust to walk aroundGlass BlowingLove the events - wish they were better advertisedChurchesWorkStaunton is my business meeting destination.I eat lunch downtown a lot during the week and on weekends with family and friends.If I shop in Downtown, I am usually looking for gifts. I do most shopping at grocery stores and box stores in Waynesboro for clothes and daily conveniences.Staunton Jams 4 times per year would be nice, or bring back Shakin' at the Station.Sightseeing with visitors at least once a month.Farmers Market every week! I also work in downtown.The Dragon's Hoard is my favorite store. I visit that most often!To take out of town guestsWorkwork, walkworkSocializingBring Back SHAKIN' AT THE STATIONClasses at MBUJust to get ice cream and walk around!workvisit coffee shops oftenWhenever I find out there is one Farmers MarketTake a WalkWorkchurch - couple of times a monthWork on a daily basisWhenever they have itWork in StauntonMBUCollegeRunnig/Biking Show downtown to out of town visitorsI work downtown dailyRecreation (walking)Church DowntownI work downtown churchwalkingReligious servicesStaunton downtown is too prehistoricI drive around and avoid the downtown area.WorkFarmer's Market (Shopping/Dining)To attend Heifetz and Staunton Music Festivals in summerJust to walk around with my family.Note - all my professional services are either taken care of on line (banking) or generally out of town (medical).Q6: How much do you normally spend in Downtown Staunton on a typical visit on the following:?Under $25$25 - $50$51 - $100Over $100Rating AverageResponse CountShopping40%44%14%3%1.8732Dining27%42%27%3%2.1734Entertainment51%36%12%2%1.6712Personal Services (hair salon, spa, etc.)59%26%12%4%1.6654Professional Services (attorney, bank, accountant, etc.)69%9%9%14%1.7643Answered question740Skipped question131Q7: Name your three favorite places in Downtown Staunton. These can be businesses, restaurants, or public spaces (top ten answers are shown).Q7: Name your three favorite places in Downtown Staunton. These can be businesses, restaurants, or public spaces.NumberPlace #1Place #2Place #31Split BananaSplit BananaSplit Banana2American Shakespeare CenterDepot GrillByers Street Bistro3Mill Street GrillPufferbelliesFarmers Market4Byers Street BistroShenandoah PizzaBeverly Street5PufferbelliesByers Street Bistro Visulite 6Baja BeanBaja BeanPufferbellies7Clock TowerVisulitePampered Palate8Depot GrillFarmers MarketTaste of India9Shenandoah PizzaTaste of IndiaLatitudes10Farmers MarketAmerican Shakespeare CenterAntiquesQ8: Name three businesses, restaurants, or services you frequent outside of Downtown Staunton and their locations (top ten shown for each)Q8: Name three businesses, restaurants, or services you frequent outside of Downtown Staunton and their locations.NumberPlace #1Place #2Place #31WalmartMartinsEl Puerto2TargetKrogerKroger in Staunton 3Thai StauntonWalmartMing Garden, Waynesboro4MartinsTargetMall, Harrisonburg 5KrogerStarbucksMaria's6TJ MaxxTJ MaxxYMCA, 708 N Coalter St7Newtown BakingLowesKohls/Waynesboro8LowesFood LionKroger Shopping Center 9KohlsCostcoYMCA10Gypsy Hill ParkMi RanchoChildren's museum Harrisonburg Q9: If you do NOT visit Downtown Staunton for the following goods and services, please indicate why (check all that apply).?Poor Accessibility/ ParkingLack of or No SelectionPoor ServiceBetter online optionsLack of QualityHigh PricesInadequate HoursN/A?(I visit downtown for this good/service)Response CountSpecialty Shopping (gifts, fashion, jewelry, antiques)64112121341819696307650General Merchandise (household goods, hardware, day to day goods)83313913518211101112648Groceries84419623312367563659Dining274494179722482618Entertainment361311010224425403607Personal Services (hair salon, spa, etc.)6413515122614857241569Professional Services (attorney, bank, accountant, etc.)53791145153332342549answered question686skipped question185Q10: Name your three top wants or needs for Downtown. Feel free to be broad in your answer (such as more green space or housing options) or specific (such as mentioning a particular store, restaurant, or service).Q10: Name your three top wants or needs for Downtown.NumberPlace #11Green space and parks2Parking3Restaurants / dining options4Extended hours for downtown businesses, shops, and dining5Entertainment, music, and nightlife6Housing options7Grocery store8Pedestrian and Bicycle improvements9Retail variety10Activities for youth11Public restrooms12Community eventsDowntown Awareness, Promotions, EventsQ11: Where do you get information about Downtown Staunton through sources other than social media (check all that apply)?Response PercentResponse CountPosters48.2%331Sandwich boards19.9%137Email from businesses33.5%230Radio?(please indicate what station or stations in comment?box below)?15.9%109TV?(please indicate what station or stations in comment?box below)10.0%69Newspaper or Magazine (please indicate name of publication in comment box below)28.5% website31.1%214Other website (please indicate site in comment box below)5.7%39SDDA’s Thursday Downtown Lowdown Eblast20.7%142Word of Mouth76.3%524Other (please indicate in comment box below)8.4%58Comments221Answered question687Skipped question184Top comments from Question 11 include: News Leader (57 mentions)Facebook (44 mentions)WHSV (21 mentions)Mary Baldwin (18 mentions)WMRA (15 mentions)WQSV (13 mentions)WNRN (11 mentios)Q12: Social media has emerged as a popular way to learn about activities and events in Downtown. Please indicate what kind of social media you use to get information about Downtown (check all that apply).?Response PercentResponse CountFacebook: Staunton Downtown Development Association’s Page35.8%246Facebook: SDDA’s TJ Collins Interest List on Facebook4.1%28Facebook: Individual Business Pages42.5%292Facebook: Shop Staunton First Group Page8.2%56Facebook: Events39.7%273Twitter5.5%38Instagram10.9%75Snapchat3.8%26Pinterest2.6%18Content my friends post or share on their pages44.8%308Not Applicable (I don’t use social media to learn about Downtown activities.)25.9%178Other Social Media (please list)3.6%25answered question687skipped question184Comments from Question 12 include:Staunton parks and rec FacebookEmails from the school--daily bulletin/ MBU Twitter/ InstagramFacebook: Sarah Lynch's page :)textStaunton Farmers MarketI hate social mediaStaunton Parks and Reccity of Staunton website,emailE-mailsFacebook word of mouthSDDA Thursday on websiteEmailMbu emailBPB in MBUFetlifeTumblrFacebook-mbuStaunton, Augusta County & Shenandoah Valley Facebook site I manage with 100's of photos of area.IEmailsFM Radio. WNRN, 3WVRadio Really don't pay attention to downtown because theater and drinking and foreign food don't interest me search Staunton City's websiteStaunton tourism dept.Q13: I?receive the “Downtown Lowdown” e-blast on Thursdays.?Response PercentResponse CountYes24.8%173No, but I would like to34.0%237No, I'm not interested41.2%287Answered question697Skipped question174Q14: The following questions are about the Downtown Discount Card. Please mark all that apply.?Response PercentResponse CountI know about the Downtown discount card24.6%171I have the Downtown discount card17.7%123I know where to get the Downtown discount card9.2%64I don’t have the Downtown discount card but would like one50.6%352I’m not interested in the Downtown discount card (Please indicate why)19.0%132Comment:21answered question696skipped question175Comments from Question 14 include:I just signed up. Don't go there enough to be worth itDo not visit downtown enough Was not aware.I didn't know there was one.I don't live here. I want to support these businesses by paying full prices.grad student: dont have moneyI don't think it meets my shoppoing & dining needsI do not shop downtown Don't know what it isI will only live in this area for 6 more months I do not frequent the businesses on the card enough to feel the need to have one.I just ordered mine -- thanks!Too busy, grad studentI don't shop enough downtown for it to be beneficialVery little disposable income for things other than the occasional coffee or lunch outI don't think I would use it that often Not enough selection of anything for malesNot one person has asked me to sign up for one.Never heard of a "downtown discount card."Q15: The following is a list of special events that occur in Downtown Staunton. Please check all that apply to each event.?I am unaware of this eventI am aware of this event but have never gone (Please indicate why)I have gone to this event in the past and would like to go backI have gone to this event in the past but do not intend to go back (Please indicate why)I go to this event on a regular basisThis is one of my favorite eventsResponse CountAmerican Shakespeare Center’s Productions at Blackfriars Playhouse251423233886146706Shop Staunton First Saturdays (February, May, July, August, December)355127160114613702Historic Staunton Foundation’s Winter Wine Festival44417254101411700Staunton Farmers’ Market4710225315179156704Historic Staunton Foundation’s Walking Tours26231288101416695Spectacle & Mirth’s Shenandoah Fringe Festival53911232364693Earth Day33915113274525688Sunspots Studios and Glassblowing’s Virginia Hot Glass Festival168211216206233694Bridge Day Staunton321190116103023684Staunton Jams (May and September)190158201176276686Heifetz International Music Institute’s Performances222258115114053685Family Night Out4261626432113682Sunspots Studios and Glassblowing’s Staunton Folk Festival at the Sunspots Pavilion29620412953924689Queen City Potter Party3531808541857683Staunton Restaurant Week: Eat. Drink. Downtown.25618216095247690Shenandoah Concert’s Shenandoah Valley Blues & Brews Festival253267107113319684Staunton Music Festival24023513264641689SPAC’s PAC ‘n the Streets266172151273735680SAAC’s Craft Beer and Craft Festival3951875942714681Halloween Downtown24521213294849683Sparkles & Sweets33111810496278686Veterans Day Parade287170135164832680Small Business Saturday33511313157137680Staunton Christmas Parade160125207359885692Comments221answered question708skipped question163Top comments from Question 15 include:Scheduling conflicts and lack of timeNot interested in eventsDon’t attend events geared towards kids/familiesHard to attend events with kidsDon’t drink alcoholLack of parking / accessToo priceyOut of townInitiativesQ16: I support keeping the County Courthouse in Downtown.?Response PercentResponse CountYes75.4%535No4.6%33Undecided20.0%142Answered question710Skipped question161Q17: I would spend more time in Downtown if there was more dedicated open public space.?Response PercentResponse CountYes52.0%367No16.9%119Undecided31.2%220Answered question706Skipped question165Additional CommentsQ18: Please indicate anything you would like to add about Downtown Staunton not already covered in the issues mentioned in the comments include:Already love Downtown StauntonParkingGreen space / open spaceRestaurantsRetail varietyPedestrian improvementsEmpty storefrontsDemographicsQ19: What is your gender??Response PercentResponse CountMale19.8%140Female78.4%555Prefer Not to Answer1.8%13Answered question708Skipped question163Q20: How old are you??Response PercentResponse CountUnder 181.7%1218-2523.3%16526-3518.2%12936-4519.0%13446-5512.9%9156-6516.5%11766-757.2%5176 or older1.1%8Answered question707Skipped question164Q21: Where do you live??Response PercentResponse CountDowntown Staunton9.3%66City of Staunton Outside of Downtown37.5%266College Student on Downtown Mary Baldwin Campus12.7%90College Student off Downtown Mary Baldwin Campus2.5%18City of Waynesboro4.2%30Augusta County Outside of Staunton or Waynesboro24.7%175Outside of Augusta County3.9%28Other5.1%36answered question709skipped question162Comments from Question 21 include:Rockingham Countygrad student but live in waynesboro vaHarrisonburg but long-time resident of Staunton and own property thereGiles County, Virginia Albemarle CountyMBU Grad Student in city of Staunton outside of downtownMDCHS student: FishersvilleRockbridge CountyFishersville college student of mary baldwin physical therapy program CharlottesvilleHarrisonburgI have a residence in Staunton; but divide my time between my residence in CA and Staunton. FishersvilleBuena Vista, VALive in Staunton with my mother outside of downtown when I'm in school at Murphy Deming. Otherwise I live in North Carolina - but visit often.harrisonburgRoanokeOwn a farm in Churchville that we use on weekends/ summerSears Hill, which is inexplicably excluded from downtown's tax and other benefits b/c it's on the wrong side of the RR. If Staunton actually, viably wants to improve the lives and businesses of those who live and work off East Beverley, it will extend its incentives to places like Sear Hill, Newtown and the West End. To concentrate on the narrow tourist strip from Trinity church to Stonewall Jackson Hotel is arbitrary, capricious and abundant unfair to city taxpayers.DraftMiddlebrook LexingtonCharlottesville, but I work for MBUChesterfieldNewtown Historic districtProfessional on Mary Baldwin CampusCrozetMary Baldwin Fairfax but own property in downtownCharlottesville CharlottesvilleCharlottesville and part time in fishersvilleAftonBased on the map you provided I am just barely outside of "downtown" Staunton. HarrisonburgQ22: What is your highest education level??Response PercentResponse CountHigh school incomplete or less1.0%7High school graduate or GED5.5%39Some college23.1%163College degree37.2%263Masters degree or higher33.2%235Answered question707Skipped question164Q23: Which of the following best describes your race??Response PercentResponse CountWhite87.9%617Black or African-American4.6%32Asian or Asian-American1.3%9Mixed Race2.3%16Native American0.1%1Hispanic/Latino2.0%14Other1.9%13answered question702skipped question169Q24: Do you have children or grandchildren?? Please enter the number you have and their ages:Do you have children or grandchildren??Do you Have ChildrenDo you Have GrandchildrenYes351 Respondents110 RespondentsQ25: Please indicate your household income level.?Response PercentResponse CountLess than $10,00013.1%84$10,000 to less than $20,0006.1%39$20,001 to less than $30,0006.2%40$30,001 to less than $40,0006.7%43$40,001 to less than $50,0009.8%63$50,001 to less than $75,00018.4%118$75,001 to less than $100,00017.1%110$100,001 to less than $150,00015.7%101$150,001 or more6.9%44Answered question642Skipped question229Q26: What statement below best describes your job status??Response PercentResponse CountEmployed full-time47.4%334Employed part-time9.8%69Full time student21.8%154Retired10.2%72Self-employed7.8%55Unemployed3.0%21Answered question705Skipped question166Q27: Do you own or rent your home??Response PercentResponse CountOwn62.0%429Rent23.4%162Other14.6%101Answered question692Skipped question179 ................
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