Westfield Development Survey August 2015

Downtown Westfield Consumer Survey Data Analysis

Department of Community Development

City of Westfield, MA

2015

54% 46%

Percent of participants who shop in downtown

Westfield

Shop in the downtown Westfield area

Do not shop in the downtownWestfield area

62% 38%

Percent of participants who live near downtown

Westfield

Live near downtown Westfield

Do not live near downtownWestfield

*OUT OF 347 PARTICIPANTS *OUT OF 349 PARTICIPANTS

28%

72%

Percent of participants who work near downtown

Westfield

Work near downtown Westfield

Do not work near downtownWestfield

75%

25%

Percent of participants who visit the downtown

Westfield area

Visit downtown Westfield

Do not visit downtown Westfield

*Out of 347 participants *Out of 349 participants

0 50 100 150 200

Eat out forLunch

Eat out forBreakfast

Eat out forDinner

Never

2x Year

2x/ Month

2x/ Week

1/ Day

How Often Participants Dine out

Out of 346 participants



How often participants engage in the following

2%

10%

36%

29%

23%

Shop in the downtown Westfield area

1/ DAY2X/ Week2X/ Month2x/ YearNever

11%

24%

38%

17% 10%

Visit the downtown Westfield area

1/ DAY

2X/ Week

2X/ Month

2x/ Year

Never

*Out of 343 participants

How Often Participants shop for non-groceries

1%

12%

39% 22%

26% 1/ DAY

2X/ Week

2X/ Month

2x/ Year

Never


57% 29%

10% 3%

1%

Downtown Westfield needs more recreational facilities

(i.e. bowling)

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

348 participants 65%

24%

8% 2%

1%

Downtown Westfield needs more entertainment

venues (i.e. music/ dance)

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

349 participants

39%

29%

24%

6%

2%

Downtown Westfield needs more cultural and artistic

opportunities

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

54% 30%

11%

4%

1%

Downtown Westfield needs more community events (i.e.

Musicfest)

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Agree

349 participants 348

Participants

12%

28%

22%

21%

17%

Downtown Westfield needs more discount retail

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

350 participants

26%

31%

18%

10%

15%

Downtown Westfield needs more high-end retail

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

53%

32%

13%

2%

Downtown Westfield needs more restaurant options

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

350 participants

Less than 1 %

13%

23%

26%

19%

19%

Downtown Westfield needs bars and lounges

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

349 participants

6%

17%

51%

17%

9%

Downtown Westfield needs more office space

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

347 participants

10%

20%

37%

20%

13%

Downtown Westfield needs more housing options

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

340 participants

8%

20%

35%

25%

12%

Downtown Westfield needs more personal service storefronts (i.e. nails)

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

349 participants

5% 12%

50%

21%

12%

Downtown Westfield needs more professional services

(i.e. law/ insurance)

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

347 participants

10%

27%

37%

19%

7%

Downtown Westfield needs more lighting

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

334 participants

21%

28% 30%

15%

6%

Downtown Westfield needs more parks/green space

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

336 participants

35%

35%

20%

7%

3%

Downtown Westfield needs more parking options

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

334 participants

34%

28%

25%

10%

3%

Downtown Westfield needs more sidewalk/street

improvements

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree

336 participants

32%

21%

24%

11%

12%

Extension of the bike path would make me more likely to go downtown

Strongly Agree Somewhat Agree

Neutral Somewhat Disagree

Strongly Disagree

334 participants

19%

45%

24%

6% 6%

“I would rather fix something myself than hire

someone else to do it”

Strongly AgreeSomewhat AgreeNeutralSomewhat DisagreeStrongly Disagree

10%

32%

32%

19%

7%

“I am more likely to spend than save money”

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree



26%

51%

17%

4%

2%

“I always try to buy products and services

locally”

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree


8%

35%

17%

29%

11%

“I like the look and feel of downtown”

Strongly Agree

Somewhat Agree

Neutral

Somewhat Disagree

Strongly Disagree


16%

32%

23%

24%

5%

“I feel safe in the downtown area at all hours

of the day”


7%

22%

23% 28%

20%

“I like to bring out-of-town guests into the downtown

area”



6%

21%

31%

36%

6%

“I recommend shopping in downtown Westfield”


21%

37%

24%

13% 5%

“I like to attend events in the downtown Westfield

area”


0

20

40

60

80

100

120

140

160

180

Downtown Westfieldis...

I am more likely to shop for non groceries…

Close to home

Close to work

Close to both

Neither



0

50

100

150

200

250

300

350

How do you normally commute todowntown Westfield

304

By foot

Driving

Bicycle


*The majority of “other” responses consisted of a combination of the other answer choices

Where do you park when you commute to Westfield?

3%

7%

11%

9%

10% 50%

10%

Franklin Street Lot Thomas Street Lot

Arnold Street Lot Main Street Lot

Church Street Lot On Street Parking

Other


Note: “Other” responses consisted of a variety of specifications ranging from School Street, to Stop & Shop, to personal office locations

How far away from your downtown destination do you typically end up parking?

27%

23% 31%

14%

3%

2%

Near Entry 1/2 Block away 1 Block away

2 Blocks away 3 Blocks away 4 Blocks or more

How satisfied are you with the current state of the downtown area?

2%

15%

25%

41%

17%

Very Satisfied Satisfied

Neutral Unsatsfied

Very Unsatsfied

THE FOLLOWING FIVE SLIDES DEPICT SURVEY RESULTS BASED ON THE FOLLOWING

RANKING QUESTION:

“RANK THE FOLLOWING CATEGORIES FROM ONE (1) TO FIVE (5) (1 BEING WHAT

ATTRACTS YOU THE MOST AND 5 BEING WHAT ATTRACTS YOU THE LEAST TO THE

DOWNTOWN AREA)”

# 1 Ranking: what attracts you most to downtown? (Out of the categories listed)

0

20

40

60

80

100

120

140

160

180

200

Retail food(i.e.

groceries)

Retail (i.e.clothing) Dining (take

out or dinein)

Personalservices (I.e.nails/salon)

Professionalservices

(law/insurance)

78

41

191

22 13

0

10

20

30

40

50

60

70

80

90

Retail food(i.e.

groceries)


out or dinein)



(law/insurance)

85

75

83

74

28

# 2 Ranking: what attracts you to downtown? (Out of the categories listed)

0

10

20

30

40

50

60

70

80

90

100

Retail food(i.e.

groceries)


out or dinein)



(law/insurance)

82

96

36

80

51

# 3 Ranking: what attracts you to downtown? (Out of the five categories)

# 4 Ranking: what attracts you second to least to the downtown area? (Out of the five categories listed)

0

20

40

60

80

100

120

140

Retail food(i.e.

groceries)


out or dinein)



(law/insurance)

46 60

22

133

84

Ranking #5: What attracts you least to the downtown area? (Out of the five categories)

0

20

40

60

80

100

120

140

160

180

Retail food(i.e.

groceries)


out or dinein)



(law/insurance)

51 72

13 36

169

Approximately how much money do you spend in the downtown area over the course of a month?

0

20

40

60

80

100

120

Over $200$100 - $200

$50 - $100Under $50

Nothing($0)

34

85 96

102

29

Select which areas you are interested in or strongly support (from the options listed)

0

50

100

150

200

250

300

237 239

139

290

Downtown Beautification

Downtown Community Events

Additional Public Safety/ PolicePresence

Adding more storefronts to thedowntown area

Please select all the following that you are interested in

0

10

20

30

40

50

60

70

80

90

100

32

100

57

19

70

Starting your own business inWestfield

Volunteering in a downtown event/program

Working in the downtown area

Moving your residence to thedowntown area

Becoming a member of a civicorganization founded on improvingthe downtown area

MARKETING DATA QUESTIONS

7%

40%

26%

23% 4%

Age

Under 1818 - 2425 - 4445 - 5455 - 64Over 64

10%

37% 48%

5%

How many people live in your household?

None (Just you)

one - two

three - five

Over five

65% 11%

24%

Marital Status

Married

Unmarried withpartnerSingle

5%

4%

8%

8%

20%

19%

22%

14%

Please describe your annual household income

Under $15,000$15,000 - $24,999$25,000 - $34,999$35,000 - $49,999$50,000 - $74,999$75,000 - $99,999$100,000 - $149,999$150,000 +

11%

13%

16%

31%

29%

What is the highest level of education that you have

completed?

9th-12th (no diploma)

High School graduate/EquivalenceAssociates Degree

Some College (No degree)

Please name two businesses that you would most like to see come to downtown

Westfield. (List two [2] specific names or genres)

Results:

Businesses Westfield Consumers

Want.xls

Businesses Westfield Consumers Want.xls

Businesses Westfield Consumers Want.xls

Documents

Westfield Development Survey August 2015