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
Out of 344 participants
Out of 344 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
*Out of 348 participants
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
*Out of 350 participants
*Out of 347 participants
26%
51%
17%
4%
2%
“I always try to buy products and services
locally”
Strongly Agree
Somewhat Agree
Neutral
Somewhat Disagree
Strongly Disagree
*Out of 347 participants
8%
35%
17%
29%
11%
“I like the look and feel of downtown”
Strongly Agree
Somewhat Agree
Neutral
Somewhat Disagree
Strongly Disagree
Out of 347 participants
16%
32%
23%
24%
5%
“I feel safe in the downtown area at all hours
of the day”
Strongly AgreeSomewhat AgreeNeutralSomewhat DisagreeStrongly Disagree
7%
22%
23% 28%
20%
“I like to bring out-of-town guests into the downtown
area”
Strongly AgreeSomewhat AgreeNeutralSomewhat DisagreeStrongly Disagree
*Out of 348 participants
6%
21%
31%
36%
6%
“I recommend shopping in downtown Westfield”
Strongly AgreeSomewhat AgreeNeutralSomewhat DisagreeStrongly Disagree
21%
37%
24%
13% 5%
“I like to attend events in the downtown Westfield
area”
Strongly AgreeSomewhat AgreeNeutralSomewhat DisagreeStrongly Disagree
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
Out of 346 participants
Out of 341 participants
0
50
100
150
200
250
300
350
How do you normally commute todowntown Westfield
304
By foot
Driving
Bicycle
Out of 349 participants
*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
Out of 339 participants
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)
Retail (i.e.clothing) Dining (take
out or dinein)
Personalservices (I.e.nails/salon)
Professionalservices
(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)
Retail (i.e.clothing) Dining (take
out or dinein)
Personalservices (I.e.nails/salon)
Professionalservices
(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)
Retail (i.e.clothing) Dining (take
out or dinein)
Personalservices (I.e.nails/salon)
Professionalservices
(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)
Retail (i.e.clothing) Dining (take
out or dinein)
Personalservices (I.e.nails/salon)
Professionalservices
(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