urban district consumer survey€¦ · an industry of more than 2,500 place management...

Urban District Consumer Survey2020 OVERALL RESULTS REPORT

EDITION ONE — JULY 13, 2020

A 2020 PUBLICATION CREATED BY

THE INTERNATIONAL DOWNTOWN ASSOCIATION

ABOUT IDA

RRC Associates

Research Partner for the 2020 Urban District Consumer Survey RRC is a market research firm focused on providing actionable consumer and resident research for cities, districts, resorts and destination marketing organizations (DMOs). The team at RRC has been compiling custom data and providing strategic insights for 37 years and has completed thousands of projects for hundreds of clients. Research methods include intercept surveys, online surveys, app development, open link feedback channels, kiosk surveys, benchmarking, NPS measurement, and focus groups. RRC’s research professionals translate the results from these tools into actionable analysis and recommendations to help clients make smart, data-driven decisions. More information is available at www.rrcassociates.com.

CEO: Sean Maher

Data Analyst: Ethan Adams

Research Analyst: Colin Cares

IDAThe International Downtown Association is the premier association of urban place managers who are shaping and activating dynamic downtown districts. Founded in 1954, IDA represents an industry of more than 2,500 place management organizations that employ 100,000 people throughout North America. Through its network of diverse practitioners, its rich body of knowledge, and its unique capacity to nurture community-building partnerships, IDA provides tools, intelligence and strategies for creating healthy and dynamic centers that anchor the well-being of towns, cities and regions of the world. IDA members are downtown champions who bring urban centers to life. For more information on IDA, visit downtown.org.

IDA Board Chair: Tami Door, President & CEO, Downtown Denver Partnership

IDA President & CEO: David T. Downey, CAE, Assoc. AIA, IOM

International Downtown Association 910 17th Street, NW, Suite 1050 Washington, DC 20006 202.393.6801 downtown.org

© 2020 International Downtown Association, All Rights Reserved. No part of this publication may be reproduced or transmitted in any form—print, electronic, or otherwise—without the express written permission of IDA.

https://www.rrcassociates.com/

https://downtown.org/

https://downtown.org/

CONTENTS

Table of Contents

About the Research 4

Demographic Profile 5

Pace of Lifting Restrictions 6

Business & Activity Reopening 7

Comfort Level with Visiting/Participating Currently 8

Importance of Precautions 9

Level of Concern 10

Impact of Crisis on Spending 11

Expectations for Resuming Spending 12

Welcoming Visitors & Intent to Travel 13

4 IDA & RRC Associates | Urban District Consumer Survey

IDA | Urban District Consumer Survey

About the Research

Many states and communities are rethinking the pace of reopening due to recent spikes inCOVID-19 cases. During this uncertain time, it is critical for city and downtown leaders toknow how their residents are feeling about reopening and their priorities concerning safetyand economic issues.

As a service to our members, IDA has partnered with RRC Associates to survey residentsand provide insights into their opinions. This dashboard summary presents the results fromall respondents from the US and Canada.

The data can be critically important in helping to shape your planning and messaging for thepublic. We recommend that you share it with your partners at the City, Chamber, CVB/DMO,etc. as well as your business stakeholders.

If you have questions about the results, please contact Sean Maher at RRC Associates:[email protected].

.

Number of Participating Districts in the Study by State

11

3

11

1

11

1

© Mapbox © OSM

United States

1

© Mapbox © OSM

Canada

1,612Overall Surveys to

Date

Sample Size:

DistrictOverall

5downtown.org | © 2020 International Downtown Association

.

18 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65 - 74

75 or older

Avg.

n=

2%

15%

20%

20%

22%

17%

4%

50.9

1,376

Age of respondent

Single, no children

Single with children at home

Single, children no longer at home(empty nester)

Couple no children

Couple with children at home

Couple, children no longer at home(empty nester)

Multi-generational home(grandparents, parents, children)

n=

19%

4%

5%

25%

25%

18%

5%

1,375

Which best describes your currenthousehold status?


Demographic Profile

Yes

No

Not sure

n=

30%

63%

6%

1,386

Do you have any preexisting healthconditions that place you in a higher riskcategory for COVID-19? Overall

4%

68%

28%

1%

n=1,390

Respondent Gender

FemaleMaleOther/Self-identifyPrefer not to answer

DistrictOverall

http://downtown.org



Pace of Lifting Restrictions

Moving too fast

About right

Moving too slowly

Not sure

n=

50%

31%

15%

4%

1,595

How would you rate the pace of lifting restrictions on businesses and public gatherings inyour community?

Business/Activity Reopening & Comfort Level withVisiting/Participating CurrentlyRespondents were asked which businesses and activities they think should be open now in their community.

1 Restaurants offering outdoor seating

2 Hotels and lodging

3 Parks and playgrounds

4 Retail stores

5 Offices and professional firms not open to the general public

Overall, the top five businesses and activities that respondents think should be open now in their communityare:

The figure on the following page explores these results in greater detail. As a follow-up, respondents were asked"Now thinking of those same activities and businesses, how comfortable would you be in visiting them orparticipating at the current time?" Detailed results are on page 4.

DistrictOverall



Business & Activity Reopening

Rating Category n=

Restaurants offering outdoor seating 1,482

Hotels and lodging 1,359

Parks and playgrounds 1,391

Retail stores 1,391

Offices and professional firms not opento the general public

1,393

Public libraries and local governmentbuildings

1,363

Barber shops and salons 1,404

Outdoor festivals, farmers markets, etc. 1,326

Restaurants offering indoor seating 1,373

Organized running events or charitywalks

1,325

Outdoor concerts or gatherings 1,351

Gyms and recreation centers 1,385

Movie theaters 1,407

Spectator sports (baseball, etc.) 1,357

Indoor concerts and performances 1,441

87% 13%

85% 15%

82% 18%

78% 22%

78% 22%

72% 28%

70% 30%

66% 34%

47% 53%

44% 56%

42% 58%

39% 61%

36% 64%

35% 65%

20% 80%

Assuming new health, safety and social distancing guidelines (such as maintaining six-footdistancing, providing hand sanitizing stations and wearing face coverings) are followed, doyou think the following businesses and activities should be open now in your community?Percent Responding "Open" and "Not Open". "Not Sure" Excluded.

*Categories are sorted in descending order by the percent responding "Open."

DistrictOverall

Open Not Open

http://downtown.org


IDA | Urban District Consumer SurveyComfort Level with Visiting/Participating Currently

Rating Category Avg. n= Somewhat/VeryUncomfortable (1 & 2)

Somewhat/ Very Comfortable(3 & 4)

Parks and playgrounds 2.8 1,495

Offices and professional firms not opento the general public 2.8 1,444

Restaurants offering outdoor seating 2.8 1,520

Retail stores 2.6 1,518

Public libraries and local governmentbuildings 2.5 1,501

Hotels and lodging 2.5 1,498

Outdoor festivals, farmers markets, etc. 2.5 1,490

Barber shops and salons 2.4 1,510

Organized running events or charitywalks 2.2 1,458

Outdoor concerts or gatherings 2.1 1,506

Restaurants offering indoor seating 2.0 1,520

Spectator sports (baseball, etc.) 1.9 1,486

Gyms and recreation centers 1.8 1,499

Movie theaters 1.8 1,507

Indoor concerts and performances 1.6 1,514

36% 64%

36% 64%

39% 61%

48% 52%

48% 52%

48% 52%

50% 50%

52% 48%

64% 36%

65% 35%

66% 34%

71% 29%

73% 27%

75% 25%

81% 19%

Now thinking of those same activities and businesses, how comfortable would you be invisiting them or participating at the current time?Average Rating and Percent Responding 1 - 4.

*Categories are sorted in descending order by the average rating.

1 - Very Uncomfortable2 - Somewhat Uncomfortable

3 - Somewhat Uncomfortable4 - Very Comfortable

DistrictOverall



Importance of PrecautionsOverall Only

Rating Category Avg. n= Not Important (1 & 2) Neutral (3) Somewhat/ VeryImportant (4 & 5)

Hand sanitizer available tocustomers 4.6 1,509

Regular disinfecting/cleaningregimen prominently posted 4.6 1,507

All employees required to wear amask 4.5 1,509

Enforced social distancing practices 4.4 1,509

All customers required to wear amask 4.4 1,508

Limited number of customersallowed in a business at one time 4.3 1,509

Plexiglass barriers at checkout 4.2 1,508

Assurance of employee testing forCOVID-19 4.1 1,508

Merchandise quarantine ormandatory steaming of garmentsthat are tried on

3.8 1,507

Safety certification by localgovernment or independentinspector

3.7 1,506

Temperature checks required forcustomer entry/employee entry 3.7 1,509

5% 4% 92%

5% 5% 91%

8% 6% 87%

9% 5% 86%

10% 7% 82%

11% 6% 83%

10% 10% 80%

9% 15% 76%

16% 18% 67%

17% 20% 63%

17% 20% 64%

How important are the following precautions in making you feel more comfortable and safeif you were to go out to shop, dine or attend a public gathering?Average Rating and Percent Responding 1 - 5.


1 - Not at all Important2 - Somewhat Unimportant3 - Neutral

4 - Somewhat Important5 - Very Important

DistrictOverall

http://downtown.org



Level of Concern

Rating Category Avg. n= Not Very/Not at allConcerned (1 & 2)

Somewhat/ VeryConcerned (3 & 4)

Risk from COVID-19 to the health of vulnerablegroups such as seniors and those with preexistinghealth conditions

3.7 1,487

Loss of restaurants, retailers and other smallbusinesses in your community 3.6 1,489

A national or global economic recession 3.4 1,478

Financial impact on family members or friends 3.3 1,482

Risk of you or your family contracting COVID-19 3.3 1,488

Local hospitals being overwhelmed with infectedpatents 3.2 1,485

Loss of quality of life from the inability to do thingsyou enjoy 3.0 1,482

Losing your job or continuing to be unemployed 2.6 1,451

5% 95%

7% 93%

10% 90%

14% 86%

18% 82%

21% 79%

31% 69%

47% 53%

Over the next 3-6 months, how concerned are you about the following?Average Rating and Percent Responding 1 - 4..


DistrictOverall

1 - Not at all Concerned2 - Not Very Concerned3 - Somewhat Concerned4 - Very Concerned



Impact of Crisis on Spending

Rating Category Avg. n=Slightly/

SignificantlyDecreased (1 & 2)

Stayed the Same(3)

Slightly/Significantly

Increased (4 & 5)

Groceries 3.8 1,456

Home improvement projects 3.5 1,445

Medical or emergency preparedness (home first aidsupplies, etc.) 3.4 1,452

Home entertainment (music, premium televisions channels,etc.) 3.3 1,455

Alcoholic beverages 3.1 1,435

Furnishings/Appliances 2.6 1,431

Athletic goods (fitness equipment, bicycles, running gear,etc.) 2.3 1,401

Restaurant meals including takeout and delivery 2.1 1,458

Fashion - apparel, shoes, etc. 1.8 1,448

Beauty and grooming products/services 1.7 1,444

Entertainment and recreation outside the home 1.5 1,449

Leisure travel 1.4 1,448

10% 28% 62%

12% 37% 51%

7% 53% 39%

12% 51% 37%

18% 53% 30%

29% 59% 12%

47% 42% 11%

67% 16% 17%

76% 20% 4%

79% 19% 2%

87% 8% 5%

87% 10% 2%

Please tell us how the crisis has impacted spending by you and your family. Using the scalebelow, which category best describes your spending on the following:Average Rating and Percent Responding 1 - 5..


DistrictOverall

1 - Significantly Decreased2 - Slightly Decreased3 - Stayed the Same4 - Slightly Increased5 - Significantly Increased

http://downtown.org



Expectations for Resuming Spending

Rating Category Segment n=

Medical or emergency preparedness(home first aid supplies, etc.)

Overall 1,002

Groceries Overall 1,193

Home entertainment (music, premiumtelevisions channels, etc.)

Overall 991

Home improvement projects Overall 1,076

Beauty and groomingproducts/services

Overall 1,239

Alcoholic beverages Overall 1,023

Athletic goods (fitness equipment,bicycles, running gear, etc.)

Overall 1,022

Restaurant meals including takeoutand delivery

Overall 1,249

Furnishings/Appliances Overall 991

Fashion - apparel, shoes, etc. Overall 1,188

Entertainment and recreation outsidethe home

Overall 1,265

Leisure travel Overall 1,245

15%21%49% 8%7%

18%20%47% 6%8%

11%14%17%52% 6%

20%26%41% 9%

20%30%36% 9%

16%14%18%46% 6%

11%25%27%29% 8%

15%28%27%26%

17%22%25%29% 6%

13%30%32%21%

21%33%25%18%

33%31%18%12% 6%

Now thinking of these same items, how quickly do you expect to resume your normal (priorto COVID-19) spending patterns?Average Rating and Percent Responding. "Not Sure" Excluded.


1-4 Weeks (1)1-6 Months (2)6-12 Months (3)

More Than a Year (4)Likely Never (5)

DistrictOverall


.

Very Likely (1)

Likely (2)

Unlikely (3)

Very Unlikely (4)

Avg.

n=

19%

19%

18%

43%

2.9

1,371

How likely are you to travel this summer(July/August) that involves overnight staysaway from home?

Very Likely (1)

Likely (2)

Unlikely (3)

Very Unlikely (4)

Avg.

n=

19%

24%

24%

33%

2.7

1,318

How likely are you to travel this fall(September through November) thatinvolves overnight stays away from home?


Welcoming Visitors & Intent to Travel

Yes, with no restrictions

Yes, with some restrictions

No

Not sure

n=

13%

52%

25%

9%

1,419

Do you think your community should welcome overnight visitors this summer and fall as away to support the local economy and small businesses with jobs and tax revenues?

DistrictOverall

http://downtown.org

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