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Hollywood Demographic Research Project Report

Presented to the Hollywood Property Owners Alliance, Hollywood Entertainment District, Sunset & Vine Business Improvement District, and

the Project Steering Committee

September 2010

Hollywood Demographic Research Project – Report

Table of Contents

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TABLE OF CONTENTS

Table of Contents ............................................................................................................... i

List of Figures................................................................................................................... iv

List of Tables .................................................................................................................... vii

Executive Summary .......................................................................................................... 1

Introduction to the Study ................................................................................................ 1

Methodology Overview .................................................................................................. 1

Key Findings .................................................................................................................. 2

Resident Telephone Survey ....................................................................................... 2

Intercept Survey of Local Customers – Residents, Students, and Workers ............... 3

Intercept Survey of Visitors ......................................................................................... 6

Web Survey of Students ............................................................................................. 7

Executive Interviews with Investors ............................................................................ 9

Conclusions ................................................................................................................. 10

Project Boundaries .......................................................................................................... 13

Telephone Survey of Residents ...................................................................................... 15

Living in the Hollywood Area ....................................................................................... 15

Reasons for Moving to Hollywood Area ................................................................... 15

Overall Quality of Life ............................................................................................... 17

Factors Contributing to Quality of Life ...................................................................... 20

Ways to Improve Quality of Life ................................................................................ 21

Shopping, Dining, and Entertainment .......................................................................... 22

Frequency of Visits ................................................................................................... 22

Reasons for Not Visiting Downtown More Often ...................................................... 24

Desire Additional Businesses Downtown ................................................................. 25

Additional Businesses Desired ................................................................................. 27

Informed About Downtown Amenities ...................................................................... 29

Perceptions of Hollywood ............................................................................................ 32

Employment ................................................................................................................. 34

Resident Demographics .............................................................................................. 36

Intercept Survey of Local Customers: Residents, Students, and Workers ..................... 38

Definition of Local Customers ...................................................................................... 38

What Plan to Do in Downtown Hollywood ................................................................... 41

Visiting Businesses, Stores, & Restaurants Downtown ............................................... 42

One Word to Describe Downtown Hollywood .............................................................. 44

Two Things to Make Downtown a Better Place to Visit ............................................... 45

Moved to Hollywood Area in Last Four Years ............................................................. 46

Downtown Shopping and Dining Experience ............................................................... 48

Preferences for Downtown Hollywood ............................................................................ 51


Table of Contents

ii

Agreement with Statements about Downtown ............................................................. 53

Satisfaction with Downtown Hollywood ....................................................................... 55

Local Customer Demographics ................................................................................... 57

Intercept Survey of Visitors ............................................................................................. 59

Definition of Visitors ..................................................................................................... 59

Reasons Visiting Hollywood ........................................................................................ 62

Things Plan to Do or See in Hollywood ....................................................................... 63

One Word to Describe Hollywood ................................................................................ 65

Visitor Experience ........................................................................................................ 66

Agreement with Statements about Hollywood ............................................................. 70

Satisfaction with Hollywood ......................................................................................... 71

Visitor Demographics ................................................................................................... 72

Hollywood U Student Profile and Web Survey ................................................................ 74

Student Enrollment ...................................................................................................... 74

Student Demographics ................................................................................................ 74

Gender ......................................................................................................................... 75

Age .............................................................................................................................. 76

Ethnicity ....................................................................................................................... 77

Student Housing .......................................................................................................... 78

Degree or Certificate Pursued ..................................................................................... 80

Web Survey of Hollywood U Students ............................................................................ 82

Living and Working in the Hollywood Areas ................................................................ 82

Why Chose to Go to School in Hollywood ................................................................... 84

Visiting Businesses, Stores, & Restaurants Downtown ............................................... 85

One Word to Describe Downtown Hollywood .............................................................. 87

Two Things to Make Downtown a Better Place to Visit ............................................... 88

Dining in Downtown Hollywood ................................................................................... 89

Perception of Dining Experience .............................................................................. 89

Average Amount Spent Dining Out Downtown Each Week ..................................... 91

Interest in Debit-Style Dining Card for Downtown .................................................... 92

Preferences for Downtown Hollywood ......................................................................... 93

Agreement with Statements about Downtown ............................................................. 94

Satisfaction with Downtown Hollywood ....................................................................... 95

Recommend Hollywood as Place to Live and Study ................................................... 96

Main Reasons Would Recommend .......................................................................... 97

Main Reasons Would Not Recommend ................................................................... 98

Rent and Interest in Centralized Dorm in Hollywood ................................................... 99

Student Demographics of Survey Respondents ........................................................ 101

Investor Executive Interviews ........................................................................................ 104

Key Issues for Hollywood Investors ........................................................................ 104


Table of Contents

iii

Project Methodology ..................................................................................................... 106

Telephone Survey of Residents ................................................................................. 106

Questionnaire Development ................................................................................... 106

Programming and Pre-Test .................................................................................... 106

Sample ................................................................................................................... 106

Statistical Margin of Error ....................................................................................... 107

Data Collection ....................................................................................................... 108

Data Processing ..................................................................................................... 108

Rounding ................................................................................................................ 109

Intercept Surveys of Local Customers and Visitors ................................................... 109

Questionnaire Design ............................................................................................. 109

Sampling and Data Collection ................................................................................ 109

Data Processing ..................................................................................................... 111

Web Survey of Students ............................................................................................ 111

Questionnaire Design ............................................................................................. 111

Sampling and Data Collection ................................................................................ 112

Data Processing ..................................................................................................... 112

Margin of Error ........................................................................................................ 112

Executive Interviews with Investors ........................................................................... 113

Discussion Guide Design ....................................................................................... 113

Data Collection ....................................................................................................... 113

Appendix A: Resident Telephone Survey Toplines ....................................................... A-1

Appendix B: Intercept Survey Toplines: Local Customers - Residents, Students, and Workers ......................................................................................................................... B-1

Appendix C: Intercept Survey Toplines: Visitors ........................................................... C-1

Appendix D: Hollywood U Student Web Survey Toplines ............................................. D-1

Appendix E: Investor Executive Interview Discussion Guide ........................................ E-1


List of Figures

iv

LIST OF FIGURES

Figure 1 Map of Hollywood Boundaries for Study ........................................................... 13

Figure 2 Map of Downtown Hollywood Provided to Intercept and Web Survey Respondents ................................................................................................................... 14

Figure 3 Residents: Reason for Moving to Hollywood Area ............................................ 16

Figure 4 Residents: Overall Quality of Life in Hollywood ................................................ 17

Figure 5 Residents: Overall Quality of Life in Hollywood by Years in Hollywood, Home Ownership Status, & Employment Status ....................................................................... 18

Figure 6 Residents: Overall Quality of Life in Hollywood by Child In Hsld,, Education Level, & Hsld. Income ..................................................................................................... 18

Figure 7 Residents: Overall Quality of Life in Hollywood by Age, Dog in Hsld., & Gender ......................................................................................................................... 19

Figure 8 Residents: Like Most about Hollywood ............................................................. 20

Figure 9 Residents: Changes to Improve Hollywood ...................................................... 21

Figure 10 Residents: Frequency of Visiting Downtown for Activities .............................. 22

Figure 11 Residents: Visiting Downtown for Activities at Least Once a Week by Hsld. Income ............................................................................................................................ 23

Figure 12 Residents: Visiting Downtown for Activities at Least Once a Week by Age ... 23

Figure 13 Residents: Reasons for Not Visiting Downtown More Often ........................... 24

Figure 14 Residents: Desire Additional Stores, Restaurants, Entertainment in Hollywood .................................................................................................................... 25

Figure 15 Residents: Desire Additional Stores, Restaurants, Entertainment in Hollywood by Visit Downtown at Least 1x Per Week, Quality of Life, Child in Hsld., & Gender ....... 26

Figure 16 Residents: Desire Additional Stores, Restaurants, Entertainment in Hollywood by Hsld. Income & Age .................................................................................................... 26

Figure 17 Residents: Additional Stores, Restaurants, Entertainment Options Desired in Downtown ....................................................................................................................... 27

Figure 18 Residents: Additional Stores, Restaurants, Entertainment Options Desired in Downtown Hollywood by Frequency of Downtown Visit ................................................. 28

Figure 19 Residents: Informed about Aspects of Downtown .......................................... 29

Figure 20 Residents: Informed about Aspects of Downtown by Years in Hollywood Area & Visit Downtown at Least 1x per Week ......................................................................... 30

Figure 21 Residents: Informed about Aspects of Downtown by Age .............................. 30

Figure 22 Residents: Informed about Aspects of Downtown by Child in Hsld. & Quality of Life .............................................................................................................................. 31

Figure 23 Residents: Agreement with Statements about Hollywood (% of Those with an Opinion)...................................................................................................................... 32

Figure 24 Residents: Agreement with Statements about Hollywood by Frequency of Downtown Visit ................................................................................................................ 33

Figure 25 Residents: Employment Status ....................................................................... 34

Figure 26 Residents: Industry of Employment ................................................................ 35

Figure 27 Local Customers: Live in Hollywood Area ...................................................... 39


List of Figures

v

Figure 28 Local Customers: Work or Go to School in Hollywood ................................... 40

Figure 29 Local Customers: What Plan to Do in Downtown Hollywood Today ............... 41

Figure 30 Local Customers: Frequency of Visiting the Businesses, Stores, & Restaurants in Downtown Hollywood .............................................................................. 42

Figure 31 Local Customers: Time of Day Primarily Visit the Businesses, Stores, & Restaurants in Downtown Hollywood .............................................................................. 43

Figure 32 Local Customers: One Word to Describe Downtown Hollywood .................... 44

Figure 33 Local Customers: Two Things to Make Downtown Hollywood a Better Place to Visit ............................................................................................................................. 45

Figure 34 Local Customers: Moved to the Hollywood Area in Last Four Years .............. 46

Figure 35 Local Customers: Reason for Moving to the Hollywood Area in Last Four Years (n=160) ................................................................................................................. 47

Figure 36 Local Customers: Quality of Shopping and Dining Experience ...................... 48

Figure 37 Local Customers: Perception of Shopping and Dining Experience ................ 50

Figure 38 Local Customers: Preferences for Downtown Hollywood ............................... 51

Figure 39 Local Customers: Two or Three Stores, Restaurants, or Entertainment Sites Most Like in Downtown Hollywood .................................................................................. 52

Figure 40 Local Customers: Agreement with Statements (% of those that Gave an Opinion)........................................................................................................................... 53

Figure 41 Local Customers: Satisfaction with Aspects of Downtown Hollywood ............ 55

Figure 42 Visitors: Where Visiting From .......................................................................... 59

Figure 43 Visitors: Length of Stay in the Area ................................................................. 60

Figure 44 Visitors: Combined – Where Visiting From and Length of Stay in Area .......... 61

Figure 45 Visitors: Reasons Visiting Hollywood .............................................................. 62

Figure 46 Visitors: Things Plan to Do or See in Hollywood ............................................. 63

Figure 47 Visitors: Came to Hollywood for Activities in Day, Evening, or Both ............... 64

Figure 48 Visitors: One Word to Describe Hollywood ..................................................... 65

Figure 49 Visitors: Quality of Visitor Experience (% of Those that Gave an Opinion) .... 66

Figure 50 Visitors: Visitor Experience Expectations (% of Those that Gave an Opinion)67

Figure 51 Visitors: One Thing to Make Hollywood a Better Place to Visit ....................... 68

Figure 52 Visitors: Agreement with Statements about Hollywood (% of Those that Gave an Opinion) ............................................................................................................ 70

Figure 53 Visitors: Satisfaction with Aspects of Hollywood ............................................. 71

Figure 54 Hollywood U Students: Full-Time or Part-Time ............................................... 74

Figure 55 Hollywood U Students: Gender ....................................................................... 75

Figure 56 Hollywood U Students: Age ............................................................................ 76

Figure 57 Hollywood U Students: Ethnicity ..................................................................... 77

Figure 58 Hollywood U Students: Housing ..................................................................... 78

Figure 59 Hollywood U Students: Degree Pursued ........................................................ 80

Figure 60 Students: Live in Hollywood Area ................................................................... 82

Figure 61 Students: Work in Hollywood .......................................................................... 83


List of Figures

vi

Figure 62 Students: Why Chose to Go to School in Hollywood ...................................... 84

Figure 63 Students: Frequency of Visiting the Businesses, Stores, & Restaurants Downtown ....................................................................................................................... 85

Figure 64 Students: Time of Day Primarily Visit the Businesses, Stores, & Restaurants Downtown (n=259) .......................................................................................................... 86

Figure 65 Students: One Word to Describe Downtown Hollywood ................................. 87

Figure 66 Students: Two Things to Make Downtown Hollywood a Better Place to Visit . 88

Figure 67 Students: Satisfaction with Downtown Dining Options ................................... 89

Figure 68 Students: Quality of Dining Experience .......................................................... 90

Figure 69 Students: Average Amount Spent per Week Eating Out in Downtown Hollywood........................................................................................................................ 91

Figure 70 Students: Interest in Debit-Style Dining Card for Downtown .......................... 92

Figure 71 Students: Two or Three Stores, Restaurants, or Entertainment Sites Most Like in Downtown Hollywood .......................................................................................... 93

Figure 72 Students: Agreement with Statements about Downtown (% of those that Gave an Opinion) ............................................................................................................ 94

Figure 73 Students: Satisfaction with Aspects of Downtown Hollywood ......................... 95

Figure 74 Students: Recommend Hollywood as Place to Live and Study ...................... 96

Figure 75 Students: Main Reason Would Recommend Hollywood as Place to Live and Study (n=169) .......................................................................................................... 97

Figure 76 Students: Main Reason Would Not Recommend Hollywood as Place to Live and Study (n=78) ............................................................................................................ 98

Figure 77 Students: How Much Personally Spend per Month on Rent When in School ............................................................................................................................. 99

Figure 78 Students: Interest in Centralized Dorm in Hollywood .................................... 100

Figure 79 Telephone Survey of Residents: Maximum Margin of Error Due to Sampling ....................................................................................................................... 108


List of Tables

vii

LIST OF TABLES

Table 1 Residents: Demographics of Survey Respondents ............................................ 36

Table 2 Local Customers: Demographics of Survey Respondents ................................. 57

Table 3 Local Customers: Demographics of Survey Respondents ................................. 72

Table 4 Hollywood U Student Enrollment ....................................................................... 74

Table 5 Hollywood U Enrollment by Gender ................................................................... 75

Table 6 Hollywood U Enrollment by Age ......................................................................... 76

Table 7 Hollywood U Enrollment by Ethnicity ................................................................. 77

Table 8 Hollywood U Enrollment by Type of Housing ..................................................... 79

Table 9 Hollywood U Enrollment by Degree Pursued ..................................................... 81

Table 10 Students: Demographics of Survey Respondents ......................................... 101

Table 11 Intercept Survey Sampling Plan ..................................................................... 110


Executive Summary

1

EXECUTIVE SUMMARY

INTRODUCTION TO THE STUDY

The Hollywood Entertainment District (HED) and the Sunset & Vine Business Improvement District (SVBID) under the direction of the Hollywood Property Owner’s Alliance partnered with BW Research Partnership, Inc. (BW Research) and True North Research Inc. to conduct a comprehensive demographic research assessment of Hollywood’s residents, local customers, visitors, students, and investors.

For this study the zip codes of 90004, 90027, 90028, 90029, 90036, 90038, 90046 and 90068 were defined as the Hollywood area and Downtown Hollywood was described to respondents as “the area where you find places like the Chinese Theatre, Pantages Theatre, and Arclight Theatre.”

METHODOLOGY OVERVIEW

This project was comprised of a telephone survey of residents, intercepts surveys of local customers and visitors, a secondary data analysis of Hollywood U schools, a web survey of Hollywood U students, and executive interviews with investors.

The community-wide telephone survey of Hollywood residents was administered from March 19 through 24, 2010 and each interview averaged 15 minutes in length. In total, a statistically representative sample of 400 Hollywood residents completed a telephone survey.

A total of 400 intercept surveys were completed by local customers at eight different locations over a two-week period from April 8 through April 19, 2010 and 177 intercept surveys were completed by visitors at eight different locations over the same period. Participants received a five dollar Starbucks card as a thank you for their time.

Seven Hollywood U schools participated in the study. Each provided data on student demographics and also distributed a web survey to their students. A total of 266 students completed a web survey during the data collection period of May 24 through July 30, 2010.

BW Research scheduled and conducted ten one-on-one executive interviews by phone with investors (developers, property owners, and employers) recommended from a list of 20 individuals developed by the Hollywood Property Owners Alliance. Executive interviews generally lasted 20 to 30 minutes and were administered from June 23 to July 23, 2010.


Executive Summary

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KEY FINDINGS

Based on the analysis of the data collected throughout this project, BW Research and True North Research are pleased to present to the Boards of the Hollywood Entertainment District (HED) and the Sunset & Vine Business Improvement District (SVBID) the key findings from the study.

RESIDENT TELEPHONE SURVEY

Living in the Hollywood Area

The most common reason for moving to the Hollywood area was that the location was convenient for work, which included an individual’s current job, plus present and future job opportunities (mentioned by 33 percent of residents who had lived in the area less than 5 years). Reference to family and friends in the area (19%), preference for the area in general (9%), and the purchase of a home (7%) were also common specific reasons offered for moving to Hollywood.

The majority (70%) of respondents shared favorable opinions of the quality of life in Hollywood, with 16 percent reporting it as excellent and 53 percent stating it as good. Approximately one-quarter (24%) of residents indicated that the quality of life in Hollywood was fair, only three percent of residents used poor to describe the quality of life, and not a single respondent said it was very poor.

The most commonly cited aspects of Hollywood that residents would like to preserve in the future were its historic buildings (14%) and landmarks (13%). In a similar vein, Hollywood’s architecture (6%) and its history in general (6%) were also popular mentions.

When asked to indicate the one thing they would like to change to make Hollywood a better place to live, the most common response was reducing traffic congestion, which was mentioned by approximately 15 percent of residents. Improving streets and roads (12%), improving public safety (12%), addressing the homeless issue (11%), and cleaning up and beautifying Hollywood (10%) were also each mentioned by at least ten percent of respondents.

Shopping, Dining, and Entertainment

Approximately half (49%) of all respondents indicated they visited the downtown area less than once per week.

Twenty-nine percent (29%) of respondents visited Downtown Hollywood at least once per week to go shopping, 32 percent ate at a restaurant downtown at least once per week, and 33 percent said that at least once per week they went downtown for entertainment and activities.

The most common reason for not visiting downtown more often was the difficulty of finding parking (19%), followed by “no particular reason” (17%), the presence of too many tourists (16%), traffic congestion (16%), and personal budget concerns (14%).


Executive Summary

3

A little more than one-third (36%) of residents surveyed indicated that they would like to see additional stores, restaurants, and entertainment sites in Downtown Hollywood.

Forty percent (40%) of those who desired additional businesses downtown requested restaurants such as Applebee’s, Cheesecake Factory, and Ruth’s Chris. Large discount and department stores such as Costco and Target were also popular mentions, cited by 19 percent of respondents. Apparel stores (13%), gourmet and organic grocery stores (14%), high-end department stores (9%), a movie theater (8%), and ethnic food restaurants (6%) rounded off the business categories mentioned by at least three percent of respondents.

When residents were asked how informed they were about aspects of the downtown area, responses were virtually identical for museums, theatres, and other attractions (71% well informed or somewhat informed), the diversity of restaurants (69%), and recreation and entertainment options (69%). Respondents were slightly less informed about the diversity of businesses (62%) and special events (61%) located downtown.

Perceptions of Hollywood

When asked to indicate agreement or disagreement with ten statements about Downtown Hollywood, respondents were most in agreement that “Hollywood is a safe place to visit during the day,” with 97 percent of those providing an opinion saying they strongly (64%) or somewhat (32%) agreed.

Three quarters (76%) of those that provided an opinion strongly agreed that “It is hard to find parking in Hollywood,” with another 14 percent agreeing somewhat.

Approximately 87 percent of those with an opinion agreed that “Hollywood is a better place to visit now than it was five years ago.” Eighty-four percent of those with an opinion agreed that “Hollywood is different. It is a unique place for shopping, dining, and entertainment,” 75 percent agreed that “Hollywood is pedestrian-friendly,” and 65 percent agreed that “Hollywood is family-friendly.”

A lower, but still substantial percentage of residents who provided an opinion agreed that “Hollywood is crowded” (67%) and “Hollywood is dirty” (66%).

Half (52%) of residents that provided an opinion agreed that “Hollywood is a safe place to visit after dark,” and only 33 percent agreed that “Hollywood has an adequate number of parks and open space areas.”

INTERCEPT SURVEY OF LOCAL CUSTOMERS – RESIDENTS, STUDENTS, AND WORKERS

Four out of five local customers lived – or perceived themselves as living - in the Hollywood area. Seventy percent self-identified correctly, five percent did not self-identify as living in Hollywood but did in fact live in a qualifying zip code, and six percent identified as living in Hollywood but their zip code did not match the list of eight defined as the Hollywood area for the study.


Executive Summary

4

Almost four out of five local customers (79%) worked, went to school, or both in Hollywood. This can also be interpreted, that only about one in five local customers just lived in the area, and did not also work and/or go to school in the Hollywood community.

What Plan to Do in Downtown Hollywood

Local customers were most likely to be in Downtown Hollywood for shopping (39%), visiting bars and nightclubs (32%), going out for dinner (32%), or working at the office (32%).

Visiting Businesses, Stores, and Restaurants Downtown

Just over 60 percent of local customers visited the businesses in Downtown Hollywood several times a week and less than ten percent of local customers visited Downtown’s businesses less than once a month.

Well over half of local customers (61%) came to Downtown Hollywood for activities during both the day and the evening, with less than 40 percent either primarily visiting in the day or evening.

One Word to Describe Downtown Hollywood

When asked to describe Downtown Hollywood in one word, “Exciting/ vibrant” (8%), “Dirty” (8%), “Crazy/ wild/ party” (7%), “Awesome/ amazing” (7%), and “Busy” (7%) were the top responses.

Two Things to Make Downtown a Better Place to Visit

Cleanliness (29%) and parking (20%) were the top two improvements cited by local customers followed by decreasing homelessness (17%) and increasing the police presence (11%).

Moved to Hollywood Area in Last Four Years

Forty percent of local customers had moved to the Hollywood area in the last four years.

Work was the most frequently cited reason for moving to Hollywood (21%), followed closely by school (19%).

Downtown Shopping and Dining Experience

Overall, 65 percent of local customers rated their shopping experience in Downtown Hollywood as “Excellent” (20%) or “Good” (46%), 29 percent rated it as “Fair,” and six percent rated it negatively.

Seventy-four percent of local customers rated their dining experience in Downtown Hollywood as “Excellent” (26%) or “Good” (48%), 22 percent rated it as “Fair,” and four percent rated it negatively.


Executive Summary

5

Fifty-three percent of local customers indicated that the dining experience in Downtown Hollywood was “Getting better” compared with 45 percent who felt the same for the shopping experience.

Preferences for Downtown Hollywood

Seven out of ten local customers would like to see more “Parks and green spaces” in Downtown Hollywood. The majority of local customers would also like to see more “Live performance venues for concerts,” (60%), “Casual restaurants” (56%), and “Museums, theatres, and other cultural and entertainment venues” (53%).

When asked to name the two or three stores, restaurants, or entertainment sites they would most like to have located in Downtown Hollywood, restaurants (39%) and specialty stores (27%) were the two most frequently cited categories among respondents.

o The most frequently cited individual categories within the larger restaurant category were each of the following (3% each) Wendy's/ McDonalds/ Jack in the Box etc., pubs, bars, and clubs, diners and delis, Wing Stop/ Hot Wings, various burger joints, In-n-Out and Sonic Burger, and seafood restaurants.

o Within the specialty store category, more specific responses included: Amoeba/ Virgin Records (4%), various coffee shops (4%), and various yogurt and ice cream shops (2%).

Agreement with Statements about Downtown

Local customers were presented with 11 statements about Downtown Hollywood and were asked to indicate their agreement with each. Among those that provided an opinion, 96 percent agreed that “Downtown Hollywood is a safe place to visit during the day,” 91 percent that “Downtown Hollywood is a unique place to visit,” 90 percent that “Downtown Hollywood has a lot going on,” and 90 percent agreed that “It is hard to find parking in Downtown Hollywood.”

Satisfaction with Downtown Hollywood

Over 70 percent of local customers were satisfied with “The type of nightlife and bars” in Downtown Hollywood (75%), “The type of stores” (74%), and “The type of restaurants” (71%).

Sixty-eight percent of local customers reported satisfaction with “The type of live music and performance venues” and 63 percent with “The local arts and cultural opportunities.”

Sixty-one percent of local customers were dissatisfied with the “Cost of parking” and 55 percent reported dissatisfaction with the “Availability of parking” in Downtown Hollywood.


Executive Summary

6

INTERCEPT SURVEY OF VISITORS

Sixty-two percent of visitors were from Southern California, 31 percent were from the United States from outside Southern California, and seven percent were visiting from another country.

Most visitors were staying in Hollywood for one day (61%), 25 percent were visiting for two days or longer, and 14 percent declined to state.

Reasons Visiting Hollywood

The majority of visitors (54%) were in Hollywood for leisure or vacation and 27 percent were in Hollywood to visit family or friends.

Things Plan to Do or See in Hollywood

The majority of visitors planned to dine (55%) and shop (51%) while in Hollywood, 36 percent planned on taking in the nightlife, 27 percent planned to visit local landmarks or sightseeing tours, and 26 percent planned on visiting a museum.

Well over half of visitors (58%) came to Hollywood for activities during both the day and the evening.

One Word to Describe Hollywood

Visitors were asked to describe Hollywood in one word. Responses cited by more than five percent of visitors were “Awesome/ amazing” (9%), “Fun” (7%), “Exciting/ vibrant” (7%), and “Crazy/ wild/ party” (6%).

Visitor Experience

Eighty-four percent of the visitors who provided an opinion rated the quality of their visitor experience as “Excellent” (29%) or “Good” (55%). Fifteen percent rated it as “Fair” and only two percent provided a negative rating.

Among those who provided an opinion, nearly two out of three (66%) respondents felt their visit to Hollywood met expectations, 23 percent felt it exceeded expectations, and 11 percent felt their visit was less than expected.

Visitors were asked to identify the number one thing that could be changed to make Hollywood a better place to visit. Parking (18%) and cleanliness (14%) were the top two improvements cited by visitors.

Agreement with Statements about Hollywood

Among those who provided an opinion, 95 percent agreed that “Hollywood is a unique place to visit,” 90 percent that “Hollywood is a safe place to visit during the day,” 89 percent that “It is hard to find parking in Hollywood,” and 88 percent that “Hollywood has a lot going on.”


Executive Summary

7

Satisfaction with Hollywood

Seventy-eight percent of visitors were satisfied with “The type of stores” and “The type of restaurants,” 74 percent with the “The type of live music and performance venues,” 73 percent with the “The type of nightlife and bars,” and 68 percent with “The local arts and cultural opportunities” in Hollywood.

Sixty percent of visitors were dissatisfied with the “Cost of parking” and 55 percent reported dissatisfaction with the “Availability of parking” in Hollywood.

WEB SURVEY OF STUDENTS

Seventy-seven percent of students lived - or perceived themselves as living - in the Hollywood area. Sixty-four percent self-identified correctly, nine percent did not self-identify as living in Hollywood but did in fact live in a qualifying zip code, and four percent identified as living in Hollywood but their zip code did not match the list of eight defined as the Hollywood area for the study.

In addition to going to school in Hollywood, 16 percent of students also worked in Hollywood.

Why Chose to Go to School in Hollywood

Eighty-two percent of students chose to go to school in Hollywood because of the reputation of the school and 58 percent because Hollywood is the center of the entertainment industry.

Visiting Businesses, Stores, & Restaurants Downtown

Sixty-six percent of students visited the businesses in Downtown Hollywood several times a week and less than six percent of students visited Downtown’s businesses less than once a month.

Among students who had visited the businesses, stores, and restaurants in Downtown Hollywood, 68 percent primarily visited during both the day and the evening, 24 percent during the day only, and seven percent primarily during the evening.

One Word to Describe Downtown Hollywood

Students were asked to describe Downtown Hollywood in one word. “Dirty” (14%) and “Crazy/wild/ party” (11%) were the two most frequently cited descriptors.

Two Things to Make Downtown a Better Place to Visit

Students were asked to identify the two things that could be changed to make Downtown Hollywood a better place to visit. Decreasing homelessness (24%), Cleanliness (24%), and improving affordability (14%) were the three most frequently cited suggested improvements.


Executive Summary

8

Dining in Downtown Hollywood

Eighty percent of students reported satisfaction with the dining options available in Downtown Hollywood (“Very satisfied” 25%, “Somewhat satisfied” 55%), 17 percent reported dissatisfaction (“Somewhat dissatisfied” 11%, “Very dissatisfied” 6%), and three percent did not know or declined to state.

Sixty-four percent of students rated the quality of their dining experience in Downtown Hollywood as “Excellent” (10%) or “Good” (54%), 23 percent rated it as “Fair,” nine percent rated it negatively, and four percent did not know or declined to state.

Students spent an average of $57.53 per week eating out in Downtown Hollywood, with the median amount at $50.00.

Students were asked their level of interest in paying in advance to “load” a debit-style dining card that would allow them to take advantage of student discounts when paying for meals at various dining, coffee, and/or grocery establishments in Downtown Hollywood. Forty-five percent of students were “Very interested” in this idea, 30 percent were “Somewhat interested,” 21 percent “Not too interested,” and five percent did not know or declined to state.

Preferences for Downtown Hollywood

Students were asked, in an open-ended format, to name the two or three stores, restaurants, or entertainment sites they would most like to have located in Downtown Hollywood. Restaurants (non-ethnic food 61% and ethnic food 18%) were by far the most desired.

o The most frequently cited individual categories within the larger restaurant categories were various ethnic food restaurants (16%), Chili’s/ Cheesecake Factory (11%), Mexican food (9%), Olive Garden (7%), various burger joints (6%), various pizza shops (6%), diners and delis (6%), and Wendy's/ McDonalds/ Jack in the Box etc. (6%).

Agreement with Statements about Downtown

Among those who provided an opinion, 96 percent agreed that “Downtown Hollywood has a lot going on,” 91 percent “It is hard to find parking in Downtown Hollywood,” 90 percent that “Downtown Hollywood is a safe place to visit during the day,” 89 percent that “Downtown Hollywood is a unique place to visit,” and 83 percent agreed that “Downtown Hollywood is dirty.”

Satisfaction with Downtown Hollywood

The majority of students were satisfied with “The type of live music and performance venues” (72%), “The type of restaurants” (70%), “The local arts and cultural opportunities” (63%), “The type of stores” (60%) and “The type of nightlife and bars” (58%) in Downtown Hollywood.

Eighty percent of students were dissatisfied with the “Cost of parking” and 71 percent reported dissatisfaction with the “Availability of parking” in Downtown Hollywood.


Executive Summary

9

Recommend Hollywood as Place to Live and Study

Sixty-three percent of students would recommend Hollywood to their friends as a place to live and study, 30 percent would not, and seven percent were not sure or declined to state.

Among those who would recommend Hollywood as a place to live and study, 30 percent would do so because of all the activities, 19 percent because it is the center of the entertainment industry, and 18 percent because their friends could pursue a career in the entertainment industry.

Among those who would not recommend Hollywood as a place to live and study, 37 percent felt it was dirty, 33 percent felt it was dangerous and unsafe, and 31 percent would not recommend because they felt it was too expensive.

Rent and Interest in Centralized Dorm in Hollywood

On average, students personally spent $870.04 per month on rent when in school in Hollywood, with the median amount at $800.00 per month.

Students were asked their level of interest in a centralized dorm in Hollywood where students from any of Hollywood’s post-secondary schools could live. Forty percent indicated they were “Very interested” in living in a centralized dorm, 28 percent were “Somewhat interested,” 19 percent were “Not at all interested,” 12 percent were not sure or needed more information, and two percent declined to answer the question.

EXECUTIVE INTERVIEWS WITH INVESTORS

Qualitative interviews with ten developers, property owners, and employers in and or near Hollywood provided several key themes to making Downtown Hollywood more attractive for investors. These themes included;

1. Reduce bureaucratic delays – Several investors indicated that getting things done through the City of Los Angeles is particularly cumbersome and slow. One investor indicated that a building plan sat on a planner’s desk for six months for something that typically can be completed in a week. Investors were particularly frustrated by the delays given the current economic environment and the need to be able to move quickly.

2. Improve parking – Investors also generally agreed that parking was a real problem in Downtown Hollywood and they also generally agreed that locations like Santa Monica’s 3rd street promenade and the large public parking structures were something that Downtown Hollywood should consider to increase foot traffic.

3. Focus on protecting quality of life – Investors indicated that quality of life issues that draw residents and visitors to the area, including a safe environment, good transportation infrastructure, and excellent shopping and dining businesses all help influence investors to move to this unique location. More than one investor indicated they were concerned that the current economic environment might undo all of the work the Hollywood community has done to improve safety and the overall quality of life in the Downtown Hollywood.


Executive Summary

10

4. Develop planning priorities that result in greater connectivity in Downtown Hollywood – Investors talked about the need to improve planning in Downtown Hollywood to create a more consistent look and feel to the area. According to several investors, Downtown Hollywood should identify certain streets, like Hollywood Boulevard, develop it completely and then consider another street to develop.

5. Focus on Hollywood’s branding strengths – In the current economic downturn, investors are looking for properties in areas that are unique and can be identified easily by consumers. Investors largely agreed that Hollywood needs to be more active in developing its brand around the energy and artistic creativity that defines the Hollywood community.

CONCLUSIONS

BW Research and True North Research offer the following conclusions from the Hollywood Demographic Research Project.

Parking

Throughout the course of this study, there was one common issue that local customers, visitors, residents, and investors agreed upon: parking in downtown needs to improve if Hollywood is to continue to develop economically. Local customers, visitors, and residents all identified parking as one of the top two issues to improve Hollywood. The following survey results are from open-ended questions where the respondent was not given any potential responses to pick from and as such, represents the issue that is top of mind.

Visitors: One thing to make Hollywood a better place to visit: “Increase parking” (ranked #1, 18%).

Local Customers: Two things to make Downtown Hollywood a better place to visit: “Increase parking” (ranked #2, 20%).

Residents: Reason for visiting downtown less than once a week: “Difficulty parking” (ranked #1, 19%).

These results show that parking is not just an issue that has high dissatisfaction when asked directly, but is consistently a top of mind issue with downtown customers as well as those who are not visiting downtown as often as they could because of it.

Students were the one group where parking did not rise to a top three issue in an open-ended question. Students identified “Increase parking” (11%) as the fifth most cited response to what could be done to make Downtown Hollywood a better place to visit. However, students were the least likely to drive a vehicle and still over 70 percent of students were dissatisfied with the availability and cost of parking in downtown.

Lastly, parking was one of the consistent issues brought up by investors as a way of improving Downtown Hollywood. One investor kept returning to the importance of improved parking in Hollywood as the key ingredient in any plans to improve the


Executive Summary

11

community. These findings strongly support the concept that improvements in parking will have a positive impact on all of the different customers and potential customer groups that come to Downtown Hollywood.

The difficulty parking in Hollywood revolves both around the perceived availability of parking as well as the total cost. Ultimately, many investors believe that the uncertainty customers face finding safe, reasonably-priced, and convenient parking is the challenge that Hollywood must focus on. Several recommendations have been made to improve parking in Hollywood. They include:

1. Centralized valet program: Cities like Old Pasadena and Beverly Hills have successfully established centralized valet systems.

2. Large public, multi-level parking structure(s): The Third Street Promenade in Santa Monica offers an excellent example of a large public, multi-level parking structure that serves a comparable community to Hollywood.

3. Improved signage of the parking that is already available in Hollywood.

While each of these recommendations offers different challenges, the results of the research make it clear that a more comprehensive approach to solving Hollywood’s parking challenges is needed. Whether a first time visitor to Hollywood or a long time local customer, improved parking would get both of these customer groups into Downtown Hollywood more often.

A Cleaner Downtown Hollywood

Downtown Hollywood’s perceived cleanliness was another issue that was top of mind for some of Hollywood’s key customer groups, including local customers and students. While the perception of Downtown Hollywood being dirty was not as consistently identified among all current and potential customer groups like it was with the difficulties associated with parking, there is some evidence to indicate that it was a more important issue for certain customer groups. Like parking, the following survey results are from open-ended questions where the respondent was not given any potential responses to pick from and represents the issue that is top of mind.

Students (online): Two thing to make Hollywood a better place to visit: “Clean up the place” (ranked tied for #1, 24%).

Local Customers: Two things to make Downtown Hollywood a better place to visit: “Clean up the place” (ranked #1, 29%).

It is worth noting that those groups that have more experience in Downtown Hollywood are more likely to identify Hollywood as a place that needs to be cleaned up. Visitors and those residents that have spent less time in Downtown Hollywood were less likely to cite “Clean up the place” as a top of mind response (although visitors still ranked “Clean up the place” as the second most often cited response, it was only cited by 14% of respondents, compared to 29% of local customers).

The factors driving the perception that Downtown Hollywood is dirty are probably not universal between different customer groups. For students, who are more likely to walk


Executive Summary

12

or bicycle around Downtown Hollywood as their primary form of transportation, safety and the issue of homelessness appear to be connected to the perception of Hollywood being dirty. Students who identified cleaning up the place or dealing with the homeless issue as a top of mind response to how to improve Downtown Hollywood were also more likely to disagree with the statement that “Downtown Hollywood is a safe place to visit after dark” than those students that did not identify one of those two issues. This is not meant to diminish the importance of aesthetic improvements to Hollywood, but it does point to the need to develop comprehensive plans that also consider some of the underlying factors that are driving this perception of Hollywood being dirty.

Economic Development in Downtown Hollywood

The research findings from this study identify several opportunities for developing Downtown Hollywood, whether it is through a focused branding campaign, developing infrastructure and/or facilities to serve different customer groups, or refining the retail profile in the community. Some of these opportunities include:

1. Developing a branding effort that builds upon Downtown Hollywood’s unique and glamorous history but also communicates the energy and edge that are an important part of its current perception among younger current and potential customers.

2. Supporting facilities and services that assist students in Downtown Hollywood. Of all the different current and potential customer groups that were examined in this study, students were the most likely to feel unsafe in the community. The proposal to build a centralized dorm in Hollywood received interest from more than two-thirds of Hollywood’s current students and provides an opportunity to improve the perception of safety for Hollywood’s student population.

3. Developing a technology hub or incubator that connects the entertainment industry and the artistic community with the latest in audio-visual advances. This could be developed as an actual incubator that supports emerging businesses or a retail/commercial area dedicated to audio visual technologies such as gaming, graphic design, and other emerging creative industries.

Lastly, the Downtown Hollywood community should continue to come together and improve the look, feel, and sense of community that began ten years ago. Over 85 percent of local customers agreed that “Downtown Hollywood is a better place to visit now than it was five years ago.” While the research shows that there remain areas to continue to improve upon, it also illustrates many customer groups are satisfied with much of what Downtown Hollywood has to offer.

For additional detail on the findings and a complete assessment of the project results, please proceed to the body of the report beginning on the next page. Given the comprehensive nature of the project, this report has been organized into separate sections to detail the findings from each effort. In addition to referring to the Table of Contents, the reader will find the major section grouping that a given page falls under at the top of each page in the second line of the header (gray section at top of each page).


Project Boundaries

13

PROJECT BOUNDARIES

Identifying and defining Hollywood’s boundaries could quickly develop in to a philosophical discussion about a given state of mind and the central role Hollywood plays as the heart of the City of Los Angeles. However, at this time we are not going to pursue anything as ambitious, but instead identify an area in and around Hollywood that was used as the basis for this study. The zip codes of 90004, 90027, 90028, 90029, 90036, 90038, 90046 and 90068 were defined as the Hollywood area and are shown in the map below.

Figure 1 Map of Hollywood Boundaries for Study


Project Boundaries

14

Many questions throughout this survey asked respondents questions about Downtown Hollywood. To provide a common frame of reference, the area was described as “Downtown Hollywood is the area where you find places like the Chinese Theatre, Pantages Theatre, and Arclight Theatre.”

With the exception of the telephone survey of residents, all survey respondents (intercept and web) were provided with the following map of the area.

Figure 2 Map of Downtown Hollywood Provided to Intercept and Web Survey Respondents


Telephone Survey of Residents

15

TELEPHONE SURVEY OF RESIDENTS

The first survey effort focused on Hollywood residents (18 years and older). This section of the report presents the findings of the telephone survey of 400 residents conducted from March 19 through March 24, 2010. For a more detailed description of the telephone survey methodology, please see the Methodology section beginning on page 106.

LIVING IN THE HOLLYWOOD AREA

The opening series of questions in the survey was designed to assess residents’ top of mind perceptions about living in the Hollywood area—namely, their reasons for moving to the area, perception of the overall quality of life, what they would most like to see preserved in Hollywood in the future, and what they would most like to see changed to make Hollywood a better place to live.

REASONS FOR MOVING TO HOLLYWOOD AREA

Respondents who had lived in the area fewer than five years were asked about their reason for moving to Hollywood. The question was asked in an open-ended manner, which allowed respondents to mention any aspect that came to mind without being prompted by or restricted to a particular list of options. True North later reviewed the verbatim responses and grouped them into the categories shown in Figure 3. Multiple responses were allowed for this question, which means that the percentages shown in the figure represent the percentage of respondents who mentioned each reason.

Mentioned by one-third (33%) of respondents who received the question, the most common reason for moving to the Hollywood area was that the location was convenient for work, which included an individual’s current job, plus present and future job opportunities. Reference to family and friends in the area (19%), preference for the area in general (9%), and the purchase of a home (7%) were also common specific reasons offered for moving to Hollywood.



16

Question 2 Is there a particular reason why you moved to the Hollywood area? Figure 3 Residents: Reason for Moving to Hollywood Area

1.6

1.7

2.4

3.5

3.6

5.3

6.5

8.7

16.8

18.9

32.5

0 5 10 15 20 25 30 35

Lived in area before

Not sure / Refused

Affordability of home

Convenient for school

Central location to surrounding areas

Other (unique responses)

Purchased a home

Like the area in general

No particular reason

Friends, family in area

Convenient location for work

% Respondents Who Have Lived in Hollywood Area for Less Than 5 Years



17

OVERALL QUALITY OF LIFE

All respondents were asked to rate the quality of life in Hollywood, using a five-point scale of excellent, good, fair, poor, or very poor. As shown in Figure 4 below, the majority of respondents shared favorable opinions of the quality of life in Hollywood, with 16 percent reporting it as excellent and 53 percent stating it as good. Approximately one-quarter (24%) of residents indicated that the quality of life in Hollywood was fair, only three percent of residents used poor to describe the quality of life, and not a single respondent said it was very poor.

Question 3 How would you rate the overall quality of life in Hollywood? Would you say it is excellent, good, fair, poor or very poor? Figure 4 Residents: Overall Quality of Life in Hollywood

Excellent16.4

Good53.3

Fair24.1

Poor3.2 Very poor

0.0

Not sure / Refused

3.1



18

For the interested reader, Figure 4, Figure 5, and Figure 6 show how ratings of the quality of life in Hollywood differed by a variety of demographics. With few exceptions, more than two-thirds of all subgroups felt that the quality of life was excellent or good.

Figure 5 Residents: Overall Quality of Life in Hollywood by Years in Hollywood, Home Ownership Status, & Employment Status

Figure 6 Residents: Overall Quality of Life in Hollywood by Child In Hsld,, Education Level, & Hsld. Income

Excellent11.6

14.227.9

16.6 20.4 14.9 15.8 11.519.6

12.8

Good59.6 50.4

49.0

52.457.3

51.7 55.649.4

51.149.9

0

10

20

30

40

50

60

70

80

90

100

Less than 5 5 to 9 10 to 14 15 or more Own Rent Full, part time

Student Retired Between jobs

Years in Hollywood Area (Q1) Home Ownership Status (QD4)

Employment Status (Q12)

% R

espo

nden

ts

Excellent21.8 14.9 15.4 14.7

21.5 16.6 12.7 14.430.0

17.2 17.5

Good41.8

56.7 53.0 51.9

58.0

47.8 51.164.2

45.054.1

60.7

0

10

20

30

40

50

60

70

80

90

100

Yes No Less than college

College grad

Grad degree

Less than $25K

$25K to $49K

$50K to $74K

$75K to $99K

$100K to $149K

$150K or more

Child in Hsld (QD3) Education Level (QD8) Hsld Income (QD9)

% R

espo

nden

ts



19

Figure 7 Residents: Overall Quality of Life in Hollywood by Age, Dog in Hsld., & Gender

Excellent9.6

15.525.1

10.8 15.4 17.0 15.5 16.8 14.8 18.0

Good56.6

52.943.6 66.3 53.8 51.1

63.549.6 51.5

55.2

0

10

20

30

40

50

60

70

80

90

100

18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 or older Yes No Male Female

Age (QD1) Dog in Hsld (QD7) Gender

% R

espo

nden

ts



20

FACTORS CONTRIBUTING TO QUALITY OF LIFE

All respondents were next asked what they most liked about living in the Hollywood area. This question was asked in an open-ended manner, which again allowed respondents to mention any aspect that came to mind without being prompted by or restricted to a particular list of options. Verbatim responses were later grouped into the categories shown in Figure 8. Multiple responses were allowed for this question, and thus the percentages shown in the figure represent the percentage of respondents who mentioned each aspect.

The most commonly cited aspects of Hollywood that residents would like to preserve in the future were its historic buildings (14%) and landmarks (13%). In a similar vein, Hollywood’s architecture (6%) and its history in general (6%) were also popular mentions. Parks (5%), theaters and studios (4%), local diversity and culture (4%), general cleanliness (4%), the quality of streets and roads (3%), specifically Hollywood Boulevard (3%), and public safety (3%) were all mentioned by at least three percent of respondents.

Question 4 Hollywood has undergone many changes during the past decade. What do you like most about Hollywood that should be preserved for the future? Figure 8 Residents: Like Most about Hollywood

0.40.50.50.80.81.01.11.21.21.31.61.81.92.2

2.72.73.13.23.43.73.94.2

5.15.45.55.9

13.414.1

19.2

0 5 10 15 20

Character / CharmUrban feel

WeatherLimiting growth, development

Movie, music industryEconomy / Jobs

Walking, hiking trails, pathsExisting housing stock

Preserve everything / Change nothingVariety of social activities

Freeway / Access to surrounding areasRevitalization of downtown

Old neighborhoodsHollywood Walk of Fame

Restaurants / Shopping opportunitiesBusinesses

Public safetyHollywood Boulevard

Roads / StreetsCleanliness

Diversity / CultureTrees / Nature areas

Theaters / StudiosParks

History in generalArchitecture

Hollywood landmarks / Key tourist destinationsHistoric buildings

Not sure / Cannot think of anything

% Respondents



21

WAYS TO IMPROVE QUALITY OF LIFE

Respondents were next asked to indicate the one thing they would change to make Hollywood a better place to live. As with the previous question, Question 5 was asked in an open-ended manner, and the verbatim responses were recorded and later grouped into the categories shown in Figure 9.

Overall, the most common response to this question was reducing traffic congestion, which was mentioned by approximately 15 percent of residents. Improving streets and roads (12%), improving public safety (12%), addressing the homeless issue (11%), and cleaning up and beautifying Hollywood (10%) were also each mentioned by at least ten percent of respondents. An additional six percent of surveyed residents would like to see improved public transit service, and another six percent cited improved parking downtown. No other specific changes were mentioned by more than five percent of respondents, although it is worth noting that approximately one in ten respondents indicated that they could not think of any changes (5%) or desired no changes (4%).

Question 5 If you could change one thing to make Hollywood a better place to live, what change would you like to see? Figure 9 Residents: Changes to Improve Hollywood

0.40.50.50.80.80.81.01.01.11.11.21.31.7

2.12.22.52.6

3.44.0

5.35.96.0

10.310.5

11.511.7

15.4

0 5 10 15 20

Renovate older buildingsAcquire, protect open space

Improve morals, manners of residentsReduce tourism

Limit growthImprove landscaping

Improve government, leadershipReduce noise

Address prostitution issueAddress drug issue

Provide more local jobsImprove education

Improve, restrict signagePreserve historic sites

Reduce cost of housingIncrease growth, development

Improve parks, rec facilitiesImprove shopping, dining options

No changes / Everything is fineNot sure / Cannot think of anything

Improve parkingImprove public transit

Clean up, beautify CityAddress homeless issue

Improve public safetyImprove streets, roads

Reduce traffic congestion

% Respondents



22

SHOPPING, DINING, AND ENTERTAINMENT

One of the key challenges for any city is to create sustainable economic development and redevelopment initiatives that will support the tax base required for current and future needs. Naturally, the success and sustainability of retail economic initiatives depends in part on the shopping, dining, and entertainment-seeking behaviors and preferences of Hollywood residents. Businesses that meet these preferences will thrive, whereas those that do not will not succeed. Accordingly, the survey included a series of questions designed to profile residents’ visits to the downtown area, desire for new shopping opportunities, and familiarity with Downtown Hollywood.

FREQUENCY OF VISITS

The first of these questions asked residents about the frequency of their visits to the downtown area for the purposes of shopping, dining, and entertainment. As shown in Figure 10, 29 percent of respondents visited Downtown Hollywood at least once per week to go shopping, 32 percent ate at a restaurant downtown at least once per week, and 33 percent said that at least once per week they went downtown for entertainment and activities. Although not shown in the figure, approximately 49 percent of all respondents indicated they visited the downtown area less than once per week for any purpose.

Question 6 Next, I'd like to ask you a few questions about shopping, dining and entertainment in the Downtown Hollywood area. Generally speaking, how often do you _____ in Downtown Hollywood? Would you say several times a week, once per week, two to three times per month, once per month, once every two or three months, less often than once every two or three months, or never? Figure 10 Residents: Frequency of Visiting Downtown for Activities

15.8 16.2 15.7

12.7 15.6 17.6

12.717.5 17.4

14.0

15.3 16.312.4

8.59.910.9

12.411.0

21.113.9 11.9

0

10

20

30

40

50

60

70

80

90

100

Go shopping Eat at a restaurant Go out for entertainment, activities

Q6 Frequency of visiting downtown Hollywood to . . .

% R

espo

nden

ts

Not sure / Refused

Never

Less than every 2 to 3 months

Once every 2 to 3 months

Once per month

2 to 3 times per month

Once per week

Several times per week



23

The figures below display the percentage of residents who visited the downtown area at least once per week for each of the three activities by household income and age. In general, those with higher household incomes were more likely than their counterparts to visit downtown regularly, particularly for dining. Younger respondents, especially those under 45, were generally more likely than their older counterparts to visit downtown at least once per week.

Figure 11 Residents: Visiting Downtown for Activities at Least Once a Week by Hsld. Income

Figure 12 Residents: Visiting Downtown for Activities at Least Once a Week by Age

28

22

31

16

37

32

2327

35

26

5552

30

23

37

42 41

45

0

10

20

30

40

50

60

Less than $25K $25K to $49K $50K to $74K $75K to $99K $100K to $149K $150K or more

Hsld Income (QD9)


29

23

43

24 23

31

38 40 39

2319

21

55

39

45

22 23

10

0

10

20

30

40

50

60

18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 or older

Age (QD1)




24

REASONS FOR NOT VISITING DOWNTOWN MORE OFTEN

Respondents who indicated they visited the downtown area less than once per week for any purpose were asked if there were particular reasons they did not visit more often. The question was asked in an open-ended manner, and the verbatim responses were recorded and later grouped into the categories shown in Figure 13. The most common reason for not visiting downtown more often was the difficulty of finding parking (19%), followed by “no particular reason” (17%), the presence of too many tourists (16%), traffic congestion (16%), and personal budget concerns (14%).

Question 7 Are there particular reasons why you choose not to visit Downtown Hollywood more often for shopping, dining or entertainment? Figure 13 Residents: Reasons for Not Visiting Downtown More Often

1.0

1.1

1.8

2.1

2.5

4.4

5.0

6.2

6.3

6.5

8.2

13.9

15.8

16.4

17.0

19.0

0 5 10 15 20

Not familiar with area

Do not work near Hollywood

Economy, recession concerns

Do not have desired restaurants

Too many homeless people

Do not have time

Do not have desired stores

Other areas more convenient to access

Safety concerns

Do not go out very often / No interest

Prefer other areas in general

Cannot afford

Too much traffic congestion

Too many tourists

No particular reason

Difficulty of parking

% Respondents Who Visit Downtown Less Often Than Once Per Week



25

DESIRE ADDITIONAL BUSINESSES DOWNTOWN

All residents were next asked to indicate whether - among the stores, restaurants, and entertainment sites they visited outside of Hollywood - there were any they would like to have available downtown. A little more than one-third (36%) of residents answered this question in the affirmative (Figure 14).

Figure 15 and Figure 16 display responses to this question by a variety of demographics. Those with a child in the home, women, those with household incomes greater than $150,000, and respondents between 35 and 44 were the most likely to desire additional businesses in Downtown Hollywood.

Question 8 Thinking of the stores, restaurants, and entertainment sites that your household visits outside of Hollywood, are there any that you would like to have available locally in Downtown Hollywood? Figure 14 Residents: Desire Additional Stores, Restaurants, Entertainment in Hollywood

Yes, desire additional

businesses35.9Do not desire

additional businesses

56.7

Not sure7.3

Refused0.2



26

Figure 15 Residents: Desire Additional Stores, Restaurants, Entertainment in Hollywood by Visit Downtown at Least 1x Per Week, Quality of Life, Child in Hsld., & Gender

Figure 16 Residents: Desire Additional Stores, Restaurants, Entertainment in Hollywood by Hsld. Income & Age

35.4 36.3

31.7

37.335.0

43.5

33.9 33.937.9

0

10

20

30

40

50

Yes No Excellent Good Fair / Poor Yes No Male Female

Visit Downtown at Least 1x per Week (Q6)

Quality of Life (Q3) Child in Hsld (QD3) Gender

% R

espo

nden

ts T

hat D

esire

Add

ition

al B

usin

esse

s D

ownt

ow

n

32.535.6

33.7

40.035.5

44.2

24.3

36.5

42.9

37.9

32.729.0

0

10

20

30

40

50

Less than $25K

$25K to $49K

$50K to $74K

$75K to $99K

$100K to $149K

$150K or more


Hsld Income (QD9) Age (QD1)

% R

espo

nden

ts T

hat D

esire

Add

ition

al B

usin

esse

s D

ownt

own



27

ADDITIONAL BUSINESSES DESIRED

Those who were interested in new businesses downtown were next asked to name the two or three stores, restaurants, or entertainment sites they would most like to have located in Downtown Hollywood. This question was asked in an open-ended manner, allowing respondents to name any business that came to mind without being limited to a list of options. In total, more than 80 specific businesses were mentioned, along with more general categories of shops and places to eat. True North reviewed these verbatim responses and grouped them into the broader categories shown in Figure 17, which also provides examples of each category in parentheses where applicable.

Forty percent of the responses were requests for restaurants such as Applebee’s, Cheesecake Factory, and Ruth’s Chris. Large discount and department stores such as Costco and Target were also popular mentions, cited by 19 percent of respondents. Apparel stores (13%), gourmet and organic grocery stores (14%), high-end department stores (9%), a movie theater (8%), and ethnic food restaurants (6%) rounded off the business categories mentioned by at least three percent of respondents.

Question 9 Please name the two or three stores, restaurants, or entertainment sites you would most like to have located in Downtown Hollywood? Figure 17 Residents: Additional Stores, Restaurants, Entertainment Options Desired in Downtown

1.7

2.2

2.5

2.7

2.9

4.8

5.8

7.6

9.4

12.6

13.1

18.9

39.9

0 5 10 15 20 25 30 35 40

Shopping center, mall

Bank / Credit union

Specialty store (hardware, candy store)

Electronics store (Apple, Best Buy)

Bookstore

Not sure / Refused

Ethnic food restaurant

Movie theater

High-end department store (Macy's, Nordstrom)

Gourmet, specialty grocery (Trader Joe's, Whole Foods)

Apparel (Anthropologie, Old Navy)

Large discount, department store (Costco, Target)

Restaurant (Applebee's, Cheesecake Factory, Ruth's Chris)

% Respondents Who Desire Additional Businesses Downtown



28

Figure 18 provides the responses to Question 9 by the frequency of the respondents’ visits downtown, namely those who visited at least once per week and those who visited less often than once per week. Notable differences between the two groups included: a considerably higher percentage of frequent visitors mentioned restaurants as the business they would most like to see downtown; less frequent visitors on the other hand were more likely to cite clothing stores and department stores (particularly high-end department stores) as what they most desired.

Figure 18 Residents: Additional Stores, Restaurants, Entertainment Options Desired in Downtown Hollywood by Frequency of Downtown Visit

2

1

3

3

4

2

5

13

14

17

20

34

1

3

2

2

2

9

10

6

11

9

18

45

0 10 20 30 40 50


Bank / Credit union

Specialty store (hardware, candy store)

Electronics store (Apple, Best Buy)

Bookstore


Movie theater

High-end department store (Macy's, Nordstrom)


Apparel (Anthropologie, Old Navy)



% Respondents Who Desire Additional Businesses Downtown

Visit downtown at least 1x per week

Visit downtown less than 1x per week



29

INFORMED ABOUT DOWNTOWN AMENITIES

The final question in this series asked respondents how informed they felt about five aspects of the downtown area, using a scale of well informed, somewhat informed, slightly informed, or not at all informed. Figure 19 provides the findings of this question and shows that familiarity was fairly consistent across the aspects tested. Responses were virtually identical for museums, theatres, and other attractions (71% well informed or somewhat informed), the diversity of restaurants (69%), and recreation and entertainment options (69%). Respondents were slightly less informed about the diversity of businesses (62%) and special events (61%) located downtown.

Question 10 How informed do you feel about the _____ in Downtown Hollywood? Would you say you feel well-informed, somewhat informed, slightly informed, or not at all informed? Figure 19 Residents: Informed about Aspects of Downtown

31.3

31.6

38.6

41.1

39.9

29.8

30.1

30.3

28.1

30.8

0 10 20 30 40 50 60 70 80 90 100

Special events that occur downtown

Diversity of businesses that are located downtown

Recreation and entertainment options downtown

Diversity of restaurants that are located downtown

Museums, theatres and other attractions downtown

Q10

dQ

10a

Q10

bQ

10e

Q10

c

% Respondents

Well informed Somewhat informed



30

For the interested reader, Figure 20, Figure 21, and Figure 22 display the percentage of respondents who indicated they were well informed or somewhat informed about each of the five aspects by the number of years they had lived in the area, the frequency of visits downtown, age, presence of a child in the home, and perception of the quality of life in the Hollywood area.

Figure 20 Residents: Informed about Aspects of Downtown by Years in Hollywood Area & Visit Downtown at Least 1x per Week

Figure 21 Residents: Informed about Aspects of Downtown by Age

65

7774

71

77

6464

76 77

67

78

6061

83

74

65

79

5956

6663 63

69

54

45

60

69 68 68

54

0

10

20

30

40

50

60

70

80

90

100

Less than 5 5 to 9 10 to 14 15 or more Yes No

Years in Hollywood Area (Q1) Visit Downtown at Least 1x per Week (Q6)

Museums, theatres, attractions Diversity of restaurants Rec, entertainment options Diversity of businesses Special events

6468

81

67

85

56

64

71 7067

87

5557

7275

65

83

59

52

60

6862

79

5257 58 60 61

87

58

0

10

20

30

40

50

60

70

80

90

100


Age (QD1)




31

Figure 22 Residents: Informed about Aspects of Downtown by Child in Hsld. & Quality of Life

62

73 7275

66

59

72

7772

62

68 6972

74

6060 62

72

65

5255

63 64 64

58

0

10

20

30

40

50

60

70

80

90

Yes No Excellent Good Fair / Poor

Child in Hsld (QD3) Quality of Life (Q3)




32

PERCEPTIONS OF HOLLYWOOD

The direction of the survey guided respondents from broader more general topics at the beginning, such as quality of life issues, and then moved to narrower topics, including those related to the downtown area. This trend continued with the following section, which presented residents with a series of specific statements about Downtown Hollywood and asked them to indicate if they agreed or disagreed with each.

Respondents were most in agreement that “Hollywood is a safe place to visit during the day,” with 97 percent of those providing an opinion saying they strongly (64%) or somewhat (32%) agreed. Three quarters (76%) of those that provided an opinion strongly agreed that “It is hard to find parking in Hollywood,” with another 14 percent agreeing somewhat. Approximately 87 percent of those with an opinion agreed that “Hollywood is a better place to visit now than it was five years ago.” Eighty-four percent of those with an opinion agreed that “Hollywood is different. It is a unique place for shopping, dining, and entertainment,” 75 percent agreed that “Hollywood is pedestrian-friendly,” and 65 percent agreed that “Hollywood is family-friendly.” A lower, but still substantial percentage of residents agreed that “Hollywood is crowded” (67%) and “Hollywood is dirty” (66%). Half (52%) of residents that provided an opinion agreed that “Hollywood is a safe place to visit after dark,” and only 33 percent agreed that “Hollywood has an adequate number of parks and open space areas.”

Question 11 Next, I'm going to read several statements about Downtown Hollywood and I'd like you to tell me whether you agree or disagree with each statement. Figure 23 Residents: Agreement with Statements about Hollywood (% of Those with an Opinion)

13.8

12.7

22.0

26.0

38.6

32.1

46.5

60.2

76.1

64.3

19.5

39.6

43.0

40.0

28.1

43.0

37.2

26.5

13.9

32.2

0 10 20 30 40 50 60 70 80 90 100

Hollywood has an adequate number of parks and open space areas

Hollywood is a safe place to visit after dark

Hollywood is family-friendly

Hollywood is dirty

Hollywood is too crowded

Hollywood is pedestrian-friendly

Hollywood is a unique place for shopping, dining, entertainment

Hollywood is a better place to visit now than it was five years ago

It is hard to find parking in Hollywood

Hollywood is a safe place to visit during the day

Q11

jQ11

bQ

11i

Q11

fQ

11g

Q11

hQ

11c

Q11

dQ

11e

Q11

a

Strongly agree Somewhat agree



33

Figure 40 provides the percentage of respondents who agreed with each statement by the frequency of their visits to the downtown area (at least once per week and less than once per week). Agreement was strikingly similar between the two groups, with the primary exception: Hollywood is different. It is a unique place for shopping, dining, and entertainment, which saw a 24 percentage point disparity between frequent and infrequent visitors.

Figure 24 Residents: Agreement with Statements about Hollywood by Frequency of Downtown Visit

9

15

23

27

29

42

34

60

61

77

16

13

21

25

35

36

58

60

67

76

0 10 20 30 40 50 60 70 80


Hollywood has an adequate number of parks and open space areas

Hollywood is family-friendly

Hollywood is dirty

Hollywood is pedestrian-friendly

Hollywood is too crowded

Hollywood is a unique place for shopping, dining, entertainment

Hollywood is a better place to visit now than it was five years ago



% Respondents Who Provided an Opinionand Strongly Agree With Statement

Visit downtown at least 1x per week

Visit downtown less than 1x per week



34

EMPLOYMENT

The final substantive questions in the survey focused on profiling residents’ employment status and industry of employment.

All residents were first asked to classify their employment status according to the categories shown in Figure 25. Almost two-thirds of all respondents indicated that they were employed either full-time (49%) or part-time (14%). The remaining respondents were either retired (13%), unemployed (10%), students (9%), homemakers (3%), or refused to answer the question (2%).

Question 12 Which of the following best describes your employment status? Would you say you are employed full-time, part-time, a student, a homemaker, retired, or are you in-between jobs right now? Figure 25 Residents: Employment Status

Employedfull-time

49.4

Employed part-time

14.0

Student9.1

Home maker2.9

Retired12.7

Betweenjobs10.0

Refused1.9



35

Employed respondents were asked in an open-ended follow-up question to indicate in which industry they were employed. The verbatim responses to this question were gathered and later grouped into the categories shown below in Figure 26. By far the most common industry cited was, not surprisingly, the entertainment industry, mentioned by 28 percent of employed respondents. The healthcare industry (9%), education (9%), computer and IT (6%), and food service (5%) were also mentioned by at least five percent of employed residents surveyed.

Question 13 And what industry do you work in? Figure 26 Residents: Industry of Employment

0.7

0.8

1.0

1.1

1.3

1.4

1.5

1.5

1.8

2.4

2.5

2.6

3.1

3.2

3.4

4.1

4.8

5.4

5.6

8.9

9.4

27.9

0 5 10 15 20 25 30

Professional services

Advertising

Transportation

Fashion / Beauty

Telecommunications

Sales (general)

Arts / Cultural

Business services

Security / Protective services

Legal

Travel

Retail

Government

Construction

Accounting / Financial services

Interior design, landscaping

Real estate

Food service

Computer / IT

Education

Medical / Healthcare

Entertainment / Film

% Respondents Who Are Employed Full- or Part-time



36

RESIDENT DEMOGRAPHICS

Table 1 presents the key demographic and background information that was collected during the survey. Because of the probability-based sampling methodology used in this study, the results shown in the table are representative of adult residents in the Hollywood area. The primary motivation for collecting the background and demographic information was to provide a better insight into how the results of the substantive questions of the survey varied by demographic characteristics.

Table 1 Residents: Demographics of Survey Respondents Total Respondents 400

Years in Hollywood Area (Q1) %

Less than 5 25.0

5 to 9 20.0

10 to 14 13.7

15 or more 40.9

Refused 0.4

Age (QD1)

18 to 24 11.5

25 to 34 27.4

35 to 44 20.7

45 to 54 14.0

55 to 64 8.1

65 or older 12.2

Refused 6.2

Number of People in Hsld (QD2)

1 32.8

2 29.9

3 15.7

4 or more 19.7

Refused 1.9

Child in Hsld (QD3)

Yes 21.8

No 77.9

Refused 0.3

Home Ownership Status (QD4)

Own 33.1

Rent 64.6

Refused 2.3

Home Type (QD5)

Single family 32.0

Town- home, Condo 9.7

Apartment 55.9

Refused 2.5

Use Home as Office, Studio (QD6)

Yes 31.3

No 68.0

Refused 0.7

Dog in Hsld (QD7)

Yes 27.4

No 72.1

Refused 0.6



37

Education Level (QD8)

Less than college 38.7

College grad 38.0

Grad degree 22.6

Refused 0.8

Hsld Income (QD9)

Less than $25K 15.1

$25K to $49K 20.2

$50K to $74K 16.4

$75K to $99K 8.3

$100K to $149K 9.1

$150K or more 13.0

Refused 17.9

Gender

Male 51.5

Female 48.5


Intercept Survey of Local Customers

38

INTERCEPT SURVEY OF LOCAL CUSTOMERS: RESIDENTS, STUDENTS, AND WORKERS

The results of the intercept surveys provide a valuable assessment of what current customers in Downtown Hollywood look like, how they perceive the strengths and weaknesses of the downtown community, and what they would like to see there in the future. It is important to point out that the telephone survey of residents who live in the Hollywood area (presented in the previous section) is in many ways an assessment of the local potential customer base whereas the intercept survey of local customers is an assessment of the actual customer base to Downtown Hollywood.

A total of 400 intercept surveys were completed by local customers at eight different locations over a two-week period from April 8 through April 19, 2010. For more detail on the intercept methodology, please see the Methodology section beginning on page 106.

DEFINITION OF LOCAL CUSTOMERS

Intercept survey participants were asked several questions by interviewers about where they lived, if they were visiting the area, and if relevant where they worked and went to school. From these initial responses, interviewers classified participants as local customers or visitors. Local customers, for this study, were defined as those individuals that live, work, or go to school - or any combination of the three - in the Hollywood area.



39

The figure below shows the percentage of local customers that lived in the Hollywood area. The results of this question show that four out of five local customers lived – or perceived themselves as living - in the Hollywood area. Seventy percent self-identified correctly, five percent did not self-identify as living in Hollywood but did in fact live in a qualifying zip code, and six percent identified as living in Hollywood but their zip code did not match the list of eight defined as the Hollywood area for the study. The zip code most likely to come up as self-identifying as the Hollywood area, but not in our current definition was 90026, between Hollywood and Dodger stadium. No other zip code came up more than 5 times.

Figure 27 Local Customers: Live in Hollywood Area

19.8%

5.8%

4.5%

70.0%

0% 20% 40% 60% 80% 100%

No (self-identified) and zip does not match qualifying list - Non-resident

Yes (self-identified) but zip does not match qualifying list - Incorrect resident

No (self-identified) but zip matches qualifying list - Resident

Yes (self-identified) and zip matches qualifying list - Resident



40

Local customers were next asked if they worked or went to school in Hollywood. As the figure below reveals, almost four out of five local customers (79%) worked, went to school, or both in Hollywood. It is important to note, that while many of Hollywood’s visitors may travel great distances to come to Hollywood, a majority of Hollywood’s local customers are likely to both live and work or live and go to school in Hollywood. In general, the locations at Sunset & Vine, Gower Gulch and the Farmer’s market had a higher proportion of local customers that lived in Hollywood. Figure 28 Local Customers: Work or Go to School in Hollywood

21.5%

12.5%

19.3%

46.8%

0% 20% 40% 60% 80% 100%

No, I neither work nor go to school in Hollywood

Yes, I work and go to school in Hollywood

Yes, I go to school in Hollywood

Yes, I work in Hollywood



41

WHAT PLAN TO DO IN DOWNTOWN HOLLYWOOD

One of the first substantive questions of the local customer intercept survey asked respondents to indicate all the things they planned to do in Downtown Hollywood on the day of the survey. Since respondents were free to mention more than one response to this question, the percentages in the figure will total more than 100 percent.

As the figure below indicates, local customers were most likely to be in Downtown Hollywood for shopping (39%), visiting bars and nightclubs (32%), going out for dinner (32%), or working at the office (32%).

Figure 29 Local Customers: What Plan to Do in Downtown Hollywood Today

0.5%

4.0%

1.3%

1.3%

9.3%

11.3%

13.3%

17.0%

17.8%

28.7%

31.5%

31.5%

31.5%

38.8%

0% 20% 40% 60% 80% 100%

Left blank/ Refused

Other

People watching/ hanging out

Going to the movies

Visit local landmarks or sightseeing tours

Visit a museum or gallery

See a live performance (concert, play, or comedy)

Attend a special event/ party

Go to school or class

Dining, go out for breakfast or lunch

Work at the office

Dining, go out for dinner

Night life, visit bars/ nightclubs

Shopping



42

VISITING BUSINESSES, STORES, & RESTAURANTS DOWNTOWN

Local customers were next asked how often they visited the businesses, stores, and restaurants in Downtown Hollywood. As shown in the figure below, just over 60 percent of local customers visited the businesses in Downtown Hollywood several times a week and less than ten percent of local customers visited Downtown’s businesses less than once a month.

Figure 30 Local Customers: Frequency of Visiting the Businesses, Stores, & Restaurants in Downtown Hollywood

0.5%

1.0%

1.0%

6.0%

10.5%

20.3%

60.8%

0% 20% 40% 60% 80% 100%

Left blank/ Refused

First time here

Never

Less than once a month

At least once a month

Once a week

Several times a week

A more detailed examination of what different local customer types were planning for their time in Downtown Hollywood revealed:

Workers who lived outside of Hollywood and commuted into downtown were more likely to eat dinner in Downtown Hollywood (40%) than either students (22%) or other workers (34%) who lived in the downtown area.

Local customers who had moved to the Hollywood area in the last four years were more likely to visit Downtown Hollywood to visit bars and the nightclubs (39%) than those local customers who either did not live in the Hollywood area or who had lived in the area for more than four years (27%.)

Local customers with an annual income of $150,000 or more were more likely to see a live performance (concert, play or comedy show) than those residents that made less than $150,000 per year.



43

Another question for local customers asked if they primarily visited the businesses, stores, and restaurants in Downtown Hollywood during the day, evening, or both. Well over half of local customers (61%) came to Downtown Hollywood for activities during both the day and the evening, with less than 40 percent either primarily visiting in the day or evening.

Figure 31 Local Customers: Time of Day Primarily Visit the Businesses, Stores, & Restaurants in Downtown Hollywood

Day19.5%

Evening18.8%

Both61.3%

Left blank/ Refused

0.5%

A more detailed examination of when local customers primarily visited the businesses, stores, and restaurants in Downtown Hollywood revealed:

Local customers who were interviewed at the Hollywood Farmers’ Market (Selma and Ivar at the Center of the Market) were more likely to primarily visit Downtown Hollywood both during the day and the evening (71%) than local customers who were interviewed at other locations (61%).

Local customers that were also students who lived in the Hollywood area were more likely to primarily visit Downtown Hollywood in the evening (29%) than students who lived outside Hollywood (14%) or non-students who lived in Hollywood (23%).

Not surprisingly, local customers 45 years and older were more likely to primarily visit Downtown Hollywood during the day (25%) than those local customers 18 to 44 years old (19%).



44

ONE WORD TO DESCRIBE DOWNTOWN HOLLYWOOD

Local customers were next asked to describe Downtown Hollywood in one word. This was an open-ended question, so no potential responses were provided. After the responses were collected, categories were created for similar responses. The figure below shows that responses were largely positive, with only “Dirty” and “Crowded and Congested” as clearly negative responses in the top ten that were identified.

Figure 32 Local Customers: One Word to Describe Downtown Hollywood

3.3%5.4%

1.0%1.3%1.3%1.3%1.3%1.5%1.5%1.5%1.8%1.8%1.8%2.0%2.0%2.3%2.3%2.5%2.8%3.0%3.0%3.3%3.5%3.8%4.3%4.3%

6.5%7.0%7.0%

8.3%8.3%

0% 10% 20% 30% 40%

Left blank/ Refused

Other

Homeless

Hollywood/ celebrity

Historic

Overrated

Home

Entertaining

Young/ new

Noisy/ obnoxious/ excessive

Unique

Eclectic

Beautiful

Fantastic

Different

Nice/ good/ clean

Improved/ better

Glamorous/ fabulous

Great

Diverse/ variety

Cool

Weird/ funky

Fun

Lively

Interesting

Crowded/ congested

Busy

Crazy/ wild/ party

Awesome/ amazing

Dirty

Exciting/ vibrant



45

TWO THINGS TO MAKE DOWNTOWN A BETTER PLACE TO VISIT

Local customers were next asked to identify the two things that could be changed to make Downtown Hollywood a better place to visit. This was also an open-ended question, with no possible responses provided. Responses were later grouped based on similarity and reflect participants initial unassisted ideas. Please note that since respondents could mention two responses, the percentages in the figure will sum to more than 100 percent.

As the results below show, cleanliness (29%) and parking (20%) were the top two improvements cited by local customers followed by decreasing homelessness (13%) and increasing the police presence (11%).

Figure 33 Local Customers: Two Things to Make Downtown Hollywood a Better Place to Visit

4.8%

15.8%

2.8%

2.0%

2.0%

2.8%

3.3%

3.3%

4.3%

4.3%

5.0%

6.3%

6.5%

6.8%

7.8%

7.8%

9.8%

11.3%

16.8%

20.3%

28.5%

0% 20% 40% 60%

Left blank/ Refused both

Other

Nothing, I like it the way it is

Less clubs and street performers

More galleries, theaters, and …

Have establishments stay open later

Decrease the amount of tourists

More street performers/ live …

Plant more trees/ more benches

Increase activities for kids and …

Fix the streets and sidewalks

More affordable

More restaurants choices

Better public transportation

More clubs and bars

Increase shopping opportunities

Do something about the traffic

Increase safety and police presence

Less homeless / More shelters

Increase parking

Clean up the place



46

MOVED TO HOLLYWOOD AREA IN LAST FOUR YEARS

Local customers were also simply asked if they had moved to the Hollywood area in the last four years. Forty percent of local customers (residents, students, and workers) had moved to the Hollywood area in the last four years.

Figure 34 Local Customers: Moved to the Hollywood Area in Last Four Years

Yes40.0%

No59.8%

Left blank/ Refused

0.3%

A more detailed examination of local customers who had moved to the Hollywood area in the last four years revealed:

Almost half of local customers between the age of 25 and 34 years old (48%) had moved to the area in the last four years, which was more than any other age group.

Most of the local customers who walked to get to Downtown Hollywood the day of the survey (59%) had moved to the area in the last four years.

Ethnically, almost half of Caucasian or White local customers (46%) had moved to the Hollywood area in the last four years, but less than one-third (28%) of Latino(a) or Hispanic local customers had moved to the Hollywood area during that same time period.

Not surprisingly, over half of students (60%) who lived in Hollywood had moved to the area in the last four years as well as just over half (53%) of residents with an annual income below $25,000.



47

Local customers who had moved to the Hollywood area in the last four years were next asked to identify why they had moved to Hollywood. This was an open-ended question with no potential responses provided to the respondent. As shown in the figure below, work was the most frequently cited reason for moving to Hollywood (21%), followed closely by school (19%). Figure 35 Local Customers: Reason for Moving to the Hollywood Area in Last Four Years (n=160)

8.1%

5.6%

5.0%

5.6%

6.9%

6.9%

8.1%

13.1%

19.4%

21.3%

0% 20% 40% 60% 80% 100%

Left blank/ Refused

Other

To live with friends and family

To live my dreams

To work in the entertainment industry

Affordable housing/ Found place here

Location (central, convenient)

I liked the area

School

Work



48

DOWNTOWN SHOPPING AND DINING EXPERIENCE

Local customers were next asked to rate the quality of their shopping and dining experiences in Downtown Hollywood. Local customers provided more positive ratings to their dining experience than shopping, with shopping receiving a higher percentage of “Fair” ratings than dining.

Overall, 65 percent of local customers rated their shopping experience in Downtown Hollywood as “Excellent” (20%) or “Good” (46%), 29 percent rated it as “Fair,” and six percent rated it negatively.

Seventy-four percent of local customers rated their dining experience in Downtown Hollywood as “Excellent” (26%) or “Good” (48%), 22 percent rated it as “Fair,” and four percent rated it negatively.

Figure 36 Local Customers: Quality of Shopping and Dining Experience

0.3%

0.5%

3.3%

21.8%

48.0%

26.3%

0.3%

1.0%

5.0%

28.5%

45.8%

19.5%

0% 20% 40% 60% 80% 100%

Left blank/ Refused

Very poor

Poor

Fair

Good

Excellent

Shopping Experience

Dining Experience



49

A more detailed examination of local customers’ perception of the quality of the dining and shopping experience in Downtown Hollywood revealed:

Local customers with an annual household income of at least $100,000 were more likely to rate the shopping experience as “Excellent” (31%) compared to those local customers with an annual household income less than $100,000 (18%).

Local customers who completed an intercept survey at Selma and Cahuenga were more likely to rate the shopping experience as “Excellent” (30%) compared to those local customers that completed the survey at another location (19%).

Local customers who visited the businesses, stores, and restaurants in Downtown Hollywood more than once a week were more likely to rate the dining experience as “Excellent” (33%) compared to those who visited the businesses, stores, and restaurants once a week or less (17%).

Local customers who visited the businesses, stores, and restaurants in Downtown Hollywood both during the day and the evening were more likely to rate the dining experience as “Excellent” (32%) compared to those who just visited during the day or just during the evening (17%).



50

Local customers were next asked whether they perceived the shopping and dining experiences in Downtown Hollywood as getting better, getting worse, or staying about the same.

Local customers again perceived their dining experience more favorably, with 53 percent of local customers indicating that the dining experience in Downtown Hollywood was “Getting better” compared with 45 percent who felt the same for the shopping experience.

Figure 37 Local Customers: Perception of Shopping and Dining Experience

45.0%

9.0%

42.3%

1.3% 2.5%

53.0%

6.3%

37.5%

1.3% 2.0%0%

20%

40%

60%

80%

100%

Getting better Getting worse Staying the same

First time here Left blank/ Refused

Shopping Experience

Dining Experience



51

PREFERENCES FOR DOWNTOWN HOLLYWOOD

Seven out of ten local customers would like to see more “Parks and green spaces” in Downtown Hollywood. The majority of local customers would also like to see more “Live performance venues for concerts,” (60%), “Casual restaurants” (56%), and “Museums, theatres, and other cultural and entertainment venues” (53%).

Figure 38 Local Customers: Preferences for Downtown Hollywood

25.0%

32.0%

33.0%

33.0%

36.0%

38.0%

44.0%

48.0%

53.0%

56.0%

60.0%

71.0%

52.0%

50.0%

48.0%

48.0%

51.0%

47.0%

44.0%

36.0%

39.0%

38.0%

34.0%

22.0%

20.0%

18.0%

19.0%

17.0%

12.0%

14.0%

11.0%

15.0%

7%

5%

6%

7%

3%

2%

0%

2%

1%

2%

2%

1%

1%

1%

0%

1%

0% 20% 40% 60% 80% 100%

Hotels

Local services businesses such as dry cleaners, hair salons, and

shoe repair stores

Household goods stores including furniture, kitchenware, and other

household accessories

Medium to large regional retail shopping stores

Up-scale restaurants

Bars and nightclubs

Bookstores

Small independent boutique stores and shops

Museums, theatres, and other cultural and entertainment venues

Casual restaurants

Live performance venues for concerts

Parks and green spaces

More Adequate Less Left blank/ Refused



52

Local customers were next asked, in an open-ended format, to name the two or three stores, restaurants, or entertainment sites they would most like to have located in Downtown Hollywood. Given that respondents were free to mention more than one response, the percentages in the figure below will sum to more than 100 percent.

Restaurants (39%) and specialty stores (27%) were the two most frequently cited categories among respondents. In addition, 20 percent cited a unique response that did not fit into a category and 21 percent of local customers did not provide a response to this question. Please refer to Question 12 of Appendix B for a comprehensive listing of individual response categories.

The most frequently cited individual categories within the larger restaurant category were each of the following (3% each) Wendy's/ McDonalds/ Jack in the Box etc., pubs, bars, and clubs, diners and delis, Wing Stop/ Hot Wings, various burger joints, In-n-Out and Sonic Burger, and seafood restaurants.

Within the specialty store category, more specific responses included: Amoeba/ Virgin Records (4%), various coffee shops (4%), and various yogurt and ice cream shops (2%).

Figure 39 Local Customers: Two or Three Stores, Restaurants, or Entertainment Sites Most Like in Downtown Hollywood

20.5%

19.8%

0.8%

1.0%

1.3%

3.0%

4.0%

4.8%

5.3%

9.3%

9.3%

26.5%

39.0%

0% 20% 40% 60%

Left blank/ Refused

Other

None - we already have everything


High-end department store (e.g., Macy's, Nordstrom)

Bookstore


Specialty grocery (e.g., Trader Joe's, Whole Foods)

Movie theater

Large discount, department store (e.g., Costco, Target)

Apparel (e.g., Anthropologie, Old Navy)

Specialty store (e.g., hardware, candy store)

Restaurant (e.g., Applebee's, Cheesecake Factory, Ruth's Chris)



53

AGREEMENT WITH STATEMENTS ABOUT DOWNTOWN

Local customers were next presented with 11 statements about Downtown Hollywood and were asked to indicate their agreement with each. Among those who provided an opinion, 96 percent agreed that “Downtown Hollywood is a safe place to visit during the day,” 91 percent that “Downtown Hollywood is a unique place to visit,” 90 percent that “Downtown Hollywood has a lot going on,” and 90 percent agreed that “It is hard to find parking in Downtown Hollywood.”

Figure 40 Local Customers: Agreement with Statements (% of those that Gave an Opinion)

15.2%

26.2%

31.4%

32.5%

29.7%

32.2%

48.8%

64.6%

50.6%

54.0%

47.7%

43.4%

34.5%

40.1%

41.6%

47.2%

45.4%

36.7%

24.9%

39.4%

37.3%

48.7%

0% 20% 40% 60% 80% 100%

Downtown Hollywood is a safe place to visit after dark

Downtown Hollywood is a great place to go to school

Downtown Hollywood is a great place to live

Downtown Hollywood is easy to get around

Downtown Hollywood is a great place to work

Downtown Hollywood is dirty

Downtown Hollywood is a better place to visit now than it was five

years ago

It is hard to find parking in Downtown Hollywood

Downtown Hollywood has a lot going on

Downtown Hollywood is a unique place to visit

Downtown Hollywood is a safe place to visit during the day




54

A more detailed examination of local customers’ agreement with different statements regarding Downtown Hollywood revealed:

Local customers who completed an intercept survey at Hollywood Farmers’ Market (Selma and Ivar) were more likely (62%) to strongly agree with the statement “Downtown Hollywood is a better place to visit now than it was five year ago” compared to local customers that completed a survey at other locations (40%).

Local customers who used public transportation the day of the intercept survey (42%) were more likely to strongly agree with the statement “Downtown Hollywood is easy to get around” compared to local customers who drove alone (28%) to get to the location of the intercept survey.

Local customers with an annual household income of at least $100,000 were more likely to strongly agree (42%) with the statement “Downtown Hollywood is dirty” compared to those local customers with an annual household income less than $100,000 (30%).

Local customers who completed an intercept survey at Hollywood and Highland or Hollywood and Schrader were more likely (43%) to strongly agree with the statement “Downtown Hollywood is dirty” compared to local customers that completed a survey at any of the other locations (28%).

Students were more likely to strongly agree (25%) with the statement “Downtown Hollywood is a safe place to visit after dark” compared to local customers who worked in Hollywood (10%).



55

SATISFACTION WITH DOWNTOWN HOLLYWOOD

Over 70 percent of local customers were satisfied with “The type of nightlife and bars” in Downtown Hollywood (75%), “The type of stores” (74%), and “The type of restaurants” (71%). Sixty-eight percent of local customers reported satisfaction with “The type of live music and performance venues” and 63 percent with “The local arts and cultural opportunities.”

Sixty-one percent of local customers were dissatisfied with the “Cost of parking” and 55 percent reported dissatisfaction with the “Availability of parking” in Downtown Hollywood.

Figure 41 Local Customers: Satisfaction with Aspects of Downtown Hollywood

9%

10%

24.0%

29.0%

27.0%

26.0%

30.0%

14.0%

15.0%

39.0%

39.0%

44.0%

48.0%

45.0%

16.0%

19.0%

18.0%

16.0%

14.0%

18.0%

19.0%

24.0%

26.0%

14%

11%

11%

6%

4%

37.0%

29.0%

5%

0% 20% 40% 60% 80% 100%

Cost of parking

Availability of parking

The local arts and cultural opportunities

The type of live music and performance venues

The type of restaurants

The type of stores

The type of nightlife and bars

Very satisfied Somewhat satisfiedNeither Somewhat dissatisfiedVery dissatisfied Left blank/ Refused



56

A more detailed examination of local customers’ satisfaction regarding different characteristics of Downtown Hollywood revealed:

Local customers between the ages of 25 and 34 years old were more likely to be very dissatisfied (38%) with the availability of parking compared to local customers in other age groups (27%).

Local customers with an annual household income of at least $100,000 were more likely to be very satisfied (36%) with the local arts and cultural opportunities compared to those local customers with an annual household income less than $100,000 (26%).



57

LOCAL CUSTOMER DEMOGRAPHICS

Table 2 presents the key demographic and background information collected during the survey. The primary motivation for collecting the background and demographic information was to better understand the demographic characteristics of local customers and to provide insight into how the results of the substantive questions of the survey varied by demographic characteristics.

Table 2 Local Customers: Demographics of Survey Respondents

Total Respondents 400

Transportation Used to Get Here Today (Multiple Response)

Drove by myself 30.5%

Drove with others 15.8%

Public transportation 24.8%

Bicycle 3.5%

Walked 28.2%

Taxi 2.5%

Other 0.8%

Left blank/ Refused 1.0%

Own or Rent

Own 20.8%

Rent 71.3%


Gender

Male 62.3%

Female 35.8%


Age

18 to 24 years 34.0%

25 to 34 years 36.3%

35 to 44 years 16.3%

45 to 54 years 8.8%

55 to 64 years 2.0%

65 years or older 1.5%


Number of Adults in Household

One 33.5%

Two 31.8%

Three 15.3%

Four 6.8%

Five or more 4.3%


Mean 2.12

Median 2.00

Number of Children in Household

None 68.8%

One 17.8%

Two 3.0%

Three or more 3.0%


Mean 0.38

Median 0.00



58

Total Number in Household

One 23.5%

Two 29.3%

Three 16.3%

Four 9.0%

Five or more 8.3%


Mean 2.51

Median 2.00

Ethnicity

White 43.5%

Latino(a) or Hispanic 24.8%

African American or Black 16.0%

Asian 6.5%

Pacific Islander 3.3%

Other 4.8%


Annual Household Income

Under $25,000 26.5%

$25,000 to $49,999 28.7%

$50,000 to $74,999 20.5%

$75,000 to $99,999 9.3%

$100,000 to $149,999 8.3%

$150,000 to $199,999 2.5%

$200,000 or more 3.0%



Intercept Survey of Visitors

59

INTERCEPT SURVEY OF VISITORS

The results of the intercept surveys provide a valuable assessment of what current customers in Downtown Hollywood look like, how they perceive the strengths and weaknesses of the community, and what they would like to see there in the future. This section of the report presents the results of the intercept survey of visitors.

A total of 177 intercept surveys were completed by visitors at eight different locations over a two-week period from April 8 through April 19, 2010. For a more detailed description of the intercept survey methodology, please see the Methodology section beginning on page 106.

DEFINITION OF VISITORS

Intercept survey participants were asked several questions by interviewers about where they lived, if they were visiting the area, and if relevant where they worked and went to school. From these initial responses, interviewers classified intercept survey participants as local customers or visitors. Visitors, for this study, were defined as those individuals that did not live, work, or go to school in the Hollywood area.

The figure below shows that 62 percent of visitors were from Southern California, 31 percent were from the United States from outside Southern California, and seven percent were visiting from another country.

Figure 42 Visitors: Where Visiting From

1.2%

6.8%

30.5%

61.6%

0% 20% 40% 60% 80% 100%

Left blank/ Refused

Visiting from outside United States

Visiting from outside Southern California

Visiting from Southern California



60

Most visitors were staying in Hollywood for one day (61%), 25 percent were visiting for two days or longer, and 14 percent1 declined to state.

Figure 43 Visitors: Length of Stay in the Area

1 The 14.7 percent in the figure includes two respondents who indicated they were staying for more than one day, but declined to specify how many.

14.7%

5.6%

3.4%

1.7%

2.8%

4.5%

2.8%

3.4%

61.0%

0% 20% 40% 60% 80% 100%

Left blank

Eight or more days

Seven days

Six days

Five days

Four days

Three days

Two days

One day



61

Figure 44 combines responses to the previous two questions to show visitors’ residence by length of stay. Forty-five percent of visitors were from Southern California and were visiting Hollywood for the day.

Figure 44 Visitors: Combined – Where Visiting From and Length of Stay in Area

7.3%

3.5%

9.0%

1.1%

1.1%

1.1%

1.7%

1.7%

2.3%

2.3%

2.8%

2.8%

3.4%

4.0%

5.6%

7.9%

10.2%

14.1%

18.1%

0% 20% 40% 60%

Left blank/ Refused

Other




More galleries, theaters, and landmarks


More street performers/ live entertainment

Increase activities for kids and families




More affordable

More clubs and bars




Clean up the place

Increase parking



62

REASONS VISITING HOLLYWOOD

The first substantive question of the survey asked visitors to indicate their reasons for visiting Hollywood. Respondents were free to select as many reasons that applied and therefore, the percentages in the figure will sum to more than 100 percent.

The majority of visitors (54%) were in Hollywood for leisure or vacation and 27 percent were in Hollywood to visit family or friends.

Figure 45 Visitors: Reasons Visiting Hollywood

12.4%

3.4%

10.2%

13.0%

27.1%

53.7%

0% 20% 40% 60% 80% 100%

Left blank/ Refused

Other

Business

Stopping on the way to somewhere else

Visit family or friends

Leisure or vacation



63

THINGS PLAN TO DO OR SEE IN HOLLYWOOD

Visitors were next asked to select the top three things they planned to do or see during their trip to Hollywood. Again, respondents were free to select multiple responses for this question and the percentages in the figure will total more than 100 percent.

The majority of visitors planned to dine (55%) and shop (51%) while in Hollywood, 36 percent planned on taking in the nightlife, 27 percent planned to visit local landmarks or sightseeing tours, and 26 percent planned on visiting a museum.

Figure 46 Visitors: Things Plan to Do or See in Hollywood

7.3%

9.6%

16.4%

17.5%

26.0%

26.6%

36.2%

51.4%

55.4%

0% 20% 40% 60% 80% 100%

Other

Network or business-related activities

Attend a special event or party

See a live performance (concert, play, or comedy)

Visit a museum or gallery

Visit local landmarks or sightseeing tours in the area

Night life, visit bars/ nightclubs

Shopping

Dining



64

Visitors were next asked whether they primarily came to Hollywood for activities during the day, evening, or both. Well over half of visitors (58%) came to Hollywood for activities during both the day and the evening.

Figure 47 Visitors: Came to Hollywood for Activities in Day, Evening, or Both

Day19.8%

Evening21.5%

Both57.6%

Left blank/ Refused

1.1%

A more detailed examination of whether visitors were primarily visiting during the day, evening or both revealed:

Younger visitors between the ages of 18 and 34 years old were more likely to be visiting Hollywood for activities during the day and evening (66%) than visitors over the age of 35 (44%).

Visitors who were in Hollywood for more than one day (76%) were more likely to be visiting Hollywood for activities during the day and evening compared to those who were just visiting for the day (51%).



65

ONE WORD TO DESCRIBE HOLLYWOOD

Visitors were asked to describe Hollywood in one word. This was an open-ended question, so no potential responses were provided. After the responses were collected, categories were created for similar responses. The figure below shows that responses were largely positive, with only “Crowded and Congested” as a clearly negative response in the top ten.

Figure 48 Visitors: One Word to Describe Hollywood

13.6%

4.0%

1.1%

1.7%

1.7%

1.7%

1.7%

1.7%

1.7%

2.3%

2.8%

2.8%

2.8%

3.4%

3.4%

4.0%

4.0%

4.0%

4.5%

4.5%

5.1%

5.6%

6.8%

6.8%

8.5%

0% 10% 20% 30% 40%

Left blank/ Refused

Other

Historic

Unique

Cool

Beautiful

Young/ new

Noisy/ obnoxious/ excessive

Scary/ evil

Eclectic

Dirty

Lively

Nice/ good/ clean

Great

Busy

Entertaining

Diverse/ variety

Crowded/ congested

Interesting


Glamorous/ fabulous

Crazy/ wild/ party

Fun

Exciting/ vibrant

Awesome/ amazing



66

VISITOR EXPERIENCE

Eighty-four percent of visitors who provided an opinion rated the quality of their visitor experience as “Excellent” (29%) or “Good” (55%). Fifteen percent rated it as “Fair” and only two percent provided a negative rating.

Figure 49 Visitors: Quality of Visitor Experience (% of Those that Gave an Opinion)

Excellent28.9%

Good54.6%

Fair14.5%

Poor1.3%

Very poor0.7%

A more detailed examination of visitors’ overall assessment of the quality of their visitor experience in Hollywood revealed:

Visitors between the ages of 35 and 44 years old were more likely to rate their visitor experience in Hollywood as "Excellent" (38%) compared to visitors in other age groups (21%).

Visitors with an annual household income between $50,000 and $74,999 were the most likely to rate their visitor experience as "Excellent" (35%). Visitors with incomes greater than $75,000 were also higher than average (29%) while visitors with incomes less than $50,000 were the least likely to rate their visitor experience as "Excellent" (17%).

Respondents who were visiting Hollywood for more than one day were more likely to rate their overall Hollywood visitor experience as "Excellent" (42%) compared to those just visiting for the day (23%).



67

Among those who provided an opinion, nearly two out of three (66%) respondents felt their visit to Hollywood met expectations, 23 percent felt it exceeded expectations, and 11 percent felt their visit was less than expected.

Figure 50 Visitors: Visitor Experience Expectations (% of Those that Gave an Opinion)

Exceeded expectations

23.0%

Met expectations

65.8%

Less than expected

11.2%

A more detailed examination of visitors’ assessment of whether their experience met expectations in Hollywood revealed:

Female visitors were more likely to indicate their visit to Hollywood exceeded expectations (26%) while only 15 percent of male visitors indicated their visit to Hollywood exceeded expectations.

Visitors with an annual household income of at least $100,000 or more were more likely to indicate their visit “Did not meet expectations” (21%) compared to visitors with an annual household income below $100,000 (8%).



68

Visitors were next asked to identify the number one thing that could be changed to make Hollywood a better place to visit. This was also an open-ended question, with no possible responses provided. Responses were later grouped based on similarity and reflect participants initial unassisted ideas. As the figure below shows, visitors provided a variety of responses to this question.

Parking (18%) and cleanliness (14%) were the top two improvements cited by visitors followed by decreasing homelessness and/or providing more shelters (10%) and improving traffic (8%). Nine percent of visitors indicated that nothing needed to be changed and seven percent left the question blank.

Figure 51 Visitors: One Thing to Make Hollywood a Better Place to Visit

7.3%

3.5%

9.0%

1.1%

1.1%

1.1%

1.7%

1.7%

2.3%

2.3%

2.8%

2.8%

3.4%

4.0%

5.6%

7.9%

10.2%

14.1%

18.1%

0% 20% 40% 60%

Left blank/ Refused

Other






More street performers/ live entertainment





More affordable

More clubs and bars




Clean up the place

Increase parking



69



70

AGREEMENT WITH STATEMENTS ABOUT HOLLYWOOD

Visitors were next presented with ten statements about Hollywood and were asked to indicate their agreement with each. Among those who provided an opinion, 95 percent agreed that “Hollywood is a unique place to visit,” 90 percent that “Hollywood is a safe place to visit during the day,” 89 percent that “It is hard to find parking in Hollywood,” and 88 percent agreed that “Hollywood has a lot going on.”

Figure 52 Visitors: Agreement with Statements about Hollywood (% of Those that Gave an Opinion)

19.3%

27.4%

24.1%

28.3%

39.7%

28.5%

51.5%

62.3%

47.4%

60.7%

39.2%

33.8%

43.1%

41.0%

42.1%

55.6%

36.3%

26.5%

42.8%

34.1%

0% 20% 40% 60% 80% 100%


Hollywood would be a great place to live

Hollywood is easy to get around

Hollywood is dirty

Hollywood is a better place to visit now than it was five years

ago

Hollywood is what I expected it to be

Hollywood has a lot going on



Hollywood is a unique place to visit




71

SATISFACTION WITH HOLLYWOOD

At least 68 percent of visitors were satisfied with five of the seven aspects of Hollywood presented in the survey. Specifically, 78 percent were satisfied with “The type of stores” and “The type of restaurants,” 74 percent with the “The type of live music and performance venues,” 73 percent with the “The type of nightlife and bars,” and 68 percent with “The local arts and cultural opportunities” in Hollywood.

Sixty percent of visitors were dissatisfied with the “Cost of parking” and 55 percent reported dissatisfaction with the “Availability of parking” in Hollywood.

Figure 53 Visitors: Satisfaction with Aspects of Hollywood

6%

7%

34.0%

37.0%

42.0%

37.0%

38.0%

11%

15.0%

34.0%

36.0%

32.0%

41.0%

40.0%

21.0%

20.0%

23.0%

21.0%

19.0%

15.0%

12.0%

24.0%

25.0%

4%

6%

36.0%

30.0%

0% 20% 40% 60% 80% 100%

Cost of parking






The type of stores

Very satisfied Somewhat satisfiedNeither Somewhat dissatisfiedVery dissatisfied Left blank/ Refused



72

VISITOR DEMOGRAPHICS

Table 3 presents the key demographic and background information that was collected during the survey. The primary motivation for collecting the background and demographic information was to better understand the demographic characteristics of visitors and to provide insight into how the results of the substantive questions of the survey varied by demographic characteristics.

Table 3 Local Customers: Demographics of Survey Respondents


Type of Transportation Used to Get Here Today

Drove by myself 22.0%

Drove with others 41.8%

Public transportation 23.7%

Bicycle 2.8%

Walked 6.2%

Taxi 3.4%

Other 1.1%


Own or Rent

Own 32.8%

Rent 57.1%


Gender

Male 54.2%

Female 42.9%


Age

18 to 24 years 32.2%

25 to 34 years 29.9%

35 to 44 years 22.6%

45 to 54 years 6.2%

55 to 64 years 4.5%



Number of Adults Traveling

One 31.6%

Two 28.8%

Three 9.0%

Four 3.4%

Five or more 2.3%


Mean 1.90

Median 2.00



73

Number of Children in Traveling

None 52.5%

One 15.8%

Two 6.2%

Three or more 0.6%


Mean 0.40

Median 0.00

Total Number Traveling

One 22.6%

Two 19.2%

Three 16.4%

Four 6.8%

Five or more 3.4%


Mean 2.32

Median 2.00

Ethnicity

White 45.2%



Asian 6.8%


Other 6.8%


Annual Household Income

Under $25,000 19.8%

$25,000 to $49,999 26.0%

$50,000 to $74,999 22.6%

$75,000 to $99,999 13.6%

$100,000 to $149,999 7.9%

$150,000 to $199,999 5.1%

$200,000 or more 2.8%



Hollywood U Student Profile and Web Survey

74

HOLLYWOOD U STUDENT PROFILE AND WEB SURVEY

Seven Hollywood U schools participated in the study. Each provided data on student demographics and also distributed a web survey to their students (see page 82). This section presents a summary of the student profile data provided by each school.

STUDENT ENROLLMENT

At the time the data were collected (March and April 2010), the total number of students represented by the seven Hollywood U schools was 3,318, with 92 percent full-time and eight percent part-time overall. Six out of the seven schools had a majority of full-time students attending.

Figure 54 Hollywood U Students: Full-Time or Part-Time

The Musicians Institute had the most students both overall and full-time (all 1,250 full-time), followed by the Los Angeles Film School (750 full-time).

Table 4 Hollywood U Student Enrollment

Total

Students Full-time Part-time Musicians Institute 1,250 1,250 0 Los Angeles Film School, LAFS 750 750 0 The American Musical and Dramatic Academy, AMDA 449 446 3 Los Angeles Recording School, LARS 410 271 139 The American Academy of Dramatic Arts, Los Angeles, AADA 206 206 0 Stella Adler - Los Angeles 138 52 86 SAE Institute of Technology Los Angeles 115 86 29

Total 3,318 3,061 257

38.0%

66.0%

75.0%

99.3%

100.0%

100.0%

100.0%

92.3%

62.0%

34.0%

25.0%

1%

8%

0% 20% 40% 60% 80% 100%

Stella Adler

Los Angeles Recording School

SAE Institute of Technology

The American Musical and Dramatic Academy

Musicians Institute

Los Angeles Film School

The American Academy of Dramatic Arts

Overall

Full-time Part-time



75

STUDENT DEMOGRAPHICS

GENDER

Approximately three-quarters of the student population were male (74%) and one-quarter female (26%). Four out of the seven schools had a male student population of 80 percent or higher.

Figure 55 Hollywood U Students: Gender

The table below shows the number of students at each school by gender.

Table 5 Hollywood U Enrollment by Gender

Total

Students Female Male Musicians Institute 1,250 238 1,013 Los Angeles Film School, LAFS 750 105 645 The American Musical and Dramatic Academy, AMDA 449 275 174 Los Angeles Recording School, LARS 410 41 369 The American Academy of Dramatic Arts, Los Angeles, AADA 206 113 93 Stella Adler - Los Angeles 138 72 66 SAE Institute of Technology Los Angeles 115 6 109

Total 3,318 849 2,469

5%

10.0%

14.0%

19.0%

52.0%

55.0%

61.2%

25.6%

95.0%

90.0%

86.0%

81.0%

48.0%

45.0%

38.8%

74.4%

0% 20% 40% 60% 80% 100%




Musicians Institute

Stella Adler



Overall

Female Male



76

AGE

The largest representation of students was between the ages of 21 and 25 years (46%). Nearly one third of the student population was less than 21 years old (29%). The smallest demographic represented was students 26 years and older (25%).

Figure 56 Hollywood U Students: Age

The table below shows the number of students at each school by age group.

Table 6 Hollywood U Enrollment by Age

Total

Students

Less than 21

yrs 21-25 yrs

26 yrs or older

Musicians Institute 1,250 250 650 350 Los Angeles Film School 750 150 345 255 The American Musical and Dramatic Academy 449 303 134 12 Los Angeles Recording School 410 111 201 98 The American Academy of Dramatic Arts 206 84 82 39 Stella Adler 138 Data not available SAE Institute of Technology 115 35 53 28

Total 3,180 932 1,465 782

20.0%

20.0%

27.0%

30.0%

41.0%

67.4%

29.3%

46.0%

52.0%

49.0%

46.0%

40.0%

29.9%

46.1%

34.0%

28.0%

24.0%

24.0%

19.0%

3%

24.6%

0% 20% 40% 60% 80% 100%


Musicians Institute





Overall

Less than 21 yrs 21-25 yrs 26 yrs or older



77

ETHNICITY

Close to the majority of students (46%) had an ethnic background reported as "Other," which likely includes students who refused to provide this information to the school on their demographic intake form.

Figure 57 Hollywood U Students: Ethnicity

The table below shows the number of students at each school by ethnic group.

Table 7 Hollywood U Enrollment by Ethnicity

Total

StudentsCauc-asian

African American Hispanic

Asian/ Pacific

Islander Other Musicians Institute 1,250 475 63 150 63 500 Los Angeles Film School 750 83 23 30 8 608


449 237 82 86 21 23

Los Angeles Recording School 410 66 53 66 8 217 The American Academy of Dramatic Arts

206 84 10 10 4 97

Stella Adler 138 No data SAE Institute of Technology 115 76 6 18 12 3

Total 3,180 1,021 237 361 114 1,448

3%

5%

40.0%

47.0%

53.0%

81.0%

45.5%

66.0%

52.8%

38.0%

41.0%

16.0%

11%

32.1%

5%

18.3%

5%

5%

13.0%

7%

16.0%

19.2%

12.0%

5%

16.0%

11%

10%

5%

5%

0% 20% 40% 60% 80% 100%



Musicians Institute




Overall

Other Caucasian African American Hispanic Asian/ Pacific Islander



78

STUDENT HOUSING

The majority of students lived off campus. In fact, only one of the seven schools - The American Musical and Dramatic Academy - provided campus housing. This campus housed 68 percent of their students on campus. The other six schools were mixed. Three of the other six schools had a majority of their students living in non-campus, Hollywood area housing. The remaining three schools had a majority of their students in non-campus, non-Hollywood area housing.

Overall, less than ten percent of all students lived on campus (9%). Most students lived off-campus with a close split between living off-campus in non-Hollywood areas (46%) and off-campus in the Hollywood area (45%).

Consistent with other aspects of the study, the Hollywood area was defined as zip codes: 90028, 90068, 90027, 90029, 90038, 90004, 90036, and 90046.

Figure 58 Hollywood U Students: Housing

68.4%

9%

18.8%

24.3%

34.0%

68.0%

85.0%

90.0%

23.4%

44.8%

81.2%

75.7%

66.0%

32.0%

15.0%

10%

8%

46.0%

0% 20% 40% 60% 80% 100%




Musicians Institute

Stella Adler



Overall

Campus-provided housingNon-campus housing, within the Hollywood area Non-campus housing, outside of Hollywood area



79

The table below shows the number of students at each school by housing type.

Table 8 Hollywood U Enrollment by Type of Housing

Total

Students

Campus-provided housing

Non-campus housing,

within Hollywood

area

Non-campus housing, outside

Hollywood area

Musicians Institute 1,250 0 850 400 Los Angeles Film School 750 0 141 609 The American Musical and Dramatic Academy 449 307 105 37 Los Angeles Recording School 410 0 100 310 The American Academy of Dramatic Arts 206 0 70 136 Stella Adler 138 0 117 21 SAE Institute of Technology 115 0 104 12

Total 3,318 307 1,486 1,525



80

DEGREE OR CERTIFICATE PURSUED

Over half of all students were pursuing a two-year Associates Degree (54%). Less than a quarter of all students were pursuing a certificate in a program lasting 12 months or less (21%). Students pursuing a four-year Bachelor’s Degree accounted for 403 out of 3,318 students or 12 percent. Ten percent of students were pursuing a certificate in a program lasting one year or more. There were no students pursuing a graduate degree of any kind (e.g. MA, MS, MBA, PhD).

Figure 59 Hollywood U Students: Degree Pursued

22.0%

28.0%

38.0%

66.0%

21.0%

26.7%

62.0%

34.0%

10%

100.0%

100.0%

66.0%

53.7%

73.3%

6%

12.2%

78.0%

0% 20% 40% 60% 80% 100%


The American Academy of Dramatic Arts, Los Angeles



Musicians Institute

Stella Adler


Overall

Certificate (12 month program or less)Certificate (More than 1 year program)Associate degree (2 year degree)



81

The table below shows the number of students at each school by the type of degree pursued.

Table 9 Hollywood U Enrollment by Degree Pursued

Total

Students

Certificate (12

months or less)

Certificate (More than 1 year)

Assoc-iate

Degree

Bach-elor's

Degree

Grad-uate

Degree Other Musicians Institute 1,250 350 0 825 75 0 0 Los Angeles Film School 750 0 0 750 0 0 0


449 0 120 0 329 0 0


410 271 139 0 0 0 0


206 0 0 206 0 0 0

Stella Adler 138 52 86 0 0 0 0


115 25 0 0 0 0 90

Total 3,318 698 345 1,781 404 0 90



82

WEB SURVEY OF HOLLYWOOD U STUDENTS

This section displays the results of the web survey of students at the seven participating Hollywood U schools. Similar to the telephone survey of residents, the web survey of students is in many ways an assessment of the local potential customer base whereas the intercept survey of local customers (presented on page 38) is an assessment of the actual customer base in Downtown Hollywood.

A total of 266 students completed a web survey from May 24 through July 30, 2010. The data were weighted by enrollment at each school and gender to more accurately represent the Hollywood U student body. For a more detailed description of the web survey methodology, please refer to the Methodology section beginning on page 106.

LIVING AND WORKING IN THE HOLLYWOOD AREAS

The figure below shows the percentage of students that lived in the Hollywood area. The results of this question show that 77 percent of students lived - or perceived themselves as living - in the Hollywood area. Sixty-four percent self-identified correctly, nine percent did not self-identify as living in Hollywood but did in fact live in a qualifying zip code, and four percent identified as living in Hollywood but their zip code did not match the list of eight defined as the Hollywood area for the study.

Figure 60 Students: Live in Hollywood Area

23.3%

4.2%

8.9%

63.6%

0% 20% 40% 60% 80% 100%

No (self-identified) and zip does not match qualifying list - Non-resident

Yes (self-identified) but zip does not match qualifying list - Incorrect resident

No (self-identified) but zip matches qualifying list - Student resident

Yes (self-identified) and zip matches qualifying list - Student resident



83

In addition to going to school in Hollywood, 16 percent of students also worked in Hollywood.

Figure 61 Students: Work in Hollywood

2.7%

80.9%

16.4%

0% 20% 40% 60% 80% 100%

Refused

No, I do not work in Hollywood

Yes, I work in Hollywood



84

WHY CHOSE TO GO TO SCHOOL IN HOLLYWOOD

Students were next asked to detail the main reasons why they chose to go to school in Hollywood. Since respondents were free to select multiple responses to this question, the percentages in the figure will total more than 100 percent.

Eighty-two percent of students chose to go to school in Hollywood because of the reputation of the school and 58 percent because Hollywood is the center of the entertainment industry. One in three students chose Hollywood because of its access to Los Angeles cultural resources and venues and approximately one in four chose it because of the excitement of Hollywood’s nightlife activities.

Figure 62 Students: Why Chose to Go to School in Hollywood

2.1%

1.4%

1.1%

4.7%

24.2%

33.3%

58.2%

82.4%

0% 20% 40% 60% 80% 100%

Refused

Other

Other, Weather

Other, Close to home or work

Excitement of Hollywood’s nightlife and activities

Access to Los Angeles cultural resources and venues

The location is the center of the entertainment industry

The reputation of the school



85

VISITING BUSINESSES, STORES, & RESTAURANTS DOWNTOWN

Students were next asked how often they visited the businesses, stores, and restaurants in Downtown Hollywood. As shown in the figure, 66 percent of students visited the businesses in Downtown Hollywood several times a week and less than six percent of students visited Downtown’s businesses less than once a month.

Figure 63 Students: Frequency of Visiting the Businesses, Stores, & Restaurants Downtown

0.4%

2.6%

5.6%

8.4%

17.0%

65.9%

0% 20% 40% 60% 80% 100%

Refused

Never

Less than once a month

At least once a month

Once a week

Several times a week



86

Among students who had visited the businesses, stores, and restaurants in Downtown Hollywood, 68 percent primarily visited during both the day and the evening, 24 percent during the day only, and seven percent primarily during the evening.

Figure 64 Students: Time of Day Primarily Visit the Businesses, Stores, & Restaurants Downtown (n=259)

Day24.3%Evening

6.7%

Both67.5%

Refused1.5%



87

ONE WORD TO DESCRIBE DOWNTOWN HOLLYWOOD

Students were next asked to describe Downtown Hollywood in one word. This was an open-ended question, so no potential responses were provided. After the responses were collected, categories were created for similar responses. The figure below shows that responses were both negative and positive. “Dirty” (14%) and “Crazy/ wild/ party” (11%) were the two most frequently cited descriptors.

Figure 65 Students: One Word to Describe Downtown Hollywood

1.3%

9.0%

1.1%

1.2%

1.5%

1.7%

1.8%

1.8%

1.9%

1.9%

2.2%

2.3%

2.5%

2.5%

2.9%

3.2%

3.7%

4.0%

4.5%

5.3%

5.7%

6.0%

7.2%

11.0%

13.9%

0% 10% 20% 30% 40%

Left blank/ Refused

Other

Overrated

Great

Unique

Fun

Homeless

OK

Lively

Interesting

Different

Cool

Entertaining

Awesome/ amazing

Eclectic

Weird/ funky


Touristy

Diverse/ variety

Busy

Crowded/ congested

Exciting/ vibrant

Scary/ evil

Crazy/ wild/ party

Dirty



88

TWO THINGS TO MAKE DOWNTOWN A BETTER PLACE TO VISIT

Students were next asked to identify the two things that could be changed to make Downtown Hollywood a better place to visit. This was also an open-ended question and responses reflect participants initial unassisted ideas. Please note that since respondents could mention two responses, the percentages in the figure will sum to more than 100 percent. Decreasing homelessness and/or providing more shelters (24%), cleanliness (24%) and improving affordability (14%) were the three most frequently cited suggested improvements.

Figure 66 Students: Two Things to Make Downtown Hollywood a Better Place to Visit

8.3%

5.8%

4.4%

1.7%

2.2%

2.4%

2.9%

3.3%

4.3%

4.7%

6.2%

7.0%

9.8%

10.5%

10.8%

14.0%

23.9%

24.4%

0% 20% 40% 60%

Left blank/ Refused

Other




Have more establishments that stay open later




More restaurant choices




Increase parking


More affordable

Clean up the place

Less homeless / More Shelters



89

DINING IN DOWNTOWN HOLLYWOOD

The next section of the survey asked students a variety of questions about dining in Downtown Hollywood.

PERCEPTION OF DINING EXPERIENCE

Eighty percent of students reported satisfaction with the dining options available in Downtown Hollywood (“Very satisfied” 25%, “Somewhat satisfied” 55%), 17 percent reported dissatisfaction (“Somewhat dissatisfied” 11%, “Very dissatisfied” 6%), and three percent did not know or declined to state.

Figure 67 Students: Satisfaction with Downtown Dining Options

Very satisfied

25.1%

Somewhat satisfied

54.8%Somewhat dissatisfied

11.1%

Very dissatisfied

6.3%

Don’t know/ Refused

2.7%



90

Sixty-four percent of students rated the quality of their dining experience in Downtown Hollywood as “Excellent” (10%) or “Good” (54%), 23 percent rated it as “Fair,” nine percent rated it negatively, and four percent did not know or declined to state.

Figure 68 Students: Quality of Dining Experience

Excellent10.2%

Good53.9%

Fair22.7%

Poor8.2%

Very poor1.1%

Don't know/ Refused

3.8%



91

AVERAGE AMOUNT SPENT DINING OUT DOWNTOWN EACH WEEK

Students spent an average of $57.53 per week eating out in Downtown Hollywood, with the median amount at $50.00.

Figure 69 Students: Average Amount Spent per Week Eating Out in Downtown Hollywood

14.9%

7.5%

14.1%

9.9%

11.6%

6.6%

11.8%

13.0%

7.6%

3.1%

0% 10% 20% 30% 40%

Refused

$101 or more per week

$100 per week

$51 to $99 per week

$41 to $50 per week

$31 to $40 per week

$21 to $30 per week

$11 to $20 per week

$1 to $10 per week

$0 per week

Average = $57.53

Median = $50.00



92

INTEREST IN DEBIT-STYLE DINING CARD FOR DOWNTOWN

Students were next asked their level of interest in paying in advance to “load” a debit-style dining card that would allow them to take advantage of student discounts when paying for meals at various dining, coffee, and/or grocery establishments in Downtown Hollywood. Forty-five percent of students were “Very interested” in this idea, 30 percent were “Somewhat interested,” 21 percent “Not too interested,” and five percent did not know or declined to state.

Figure 70 Students: Interest in Debit-Style Dining Card for Downtown

Very interested

44.6%

Somewhat interested

30.0%

Not too interested

20.7%

Don’t know/ Refused

4.7%



93

PREFERENCES FOR DOWNTOWN HOLLYWOOD

Students were next asked, in an open-ended format, to name the two or three stores, restaurants, or entertainment sites they would most like to have located in Downtown Hollywood. Given that respondents were free to mention more than one response, the percentages in the figure below will sum to more than 100 percent.

Restaurants (non-ethnic 61% and ethnic food 18%) were by far the most desired. Please refer to Question 10 of Appendix D for a comprehensive listing of individual response categories.

The most frequently cited individual categories within the larger restaurant categories were various ethnic food restaurants (16%), Chili’s/ Cheesecake Factory (11%), Mexican food (9%), Olive Garden (7%), various burger joints (6%), various pizza shops (6%), diners and delis (6%), and Wendy's/ McDonalds/ Jack in the Box etc. (6%).

Figure 71 Students: Two or Three Stores, Restaurants, or Entertainment Sites Most Like in Downtown Hollywood

16.3%

5.3%

1.5%

8.6%

17.7%

60.6%

0% 20% 40% 60% 80% 100%

Left blank/ Refused

Other

Specialty grocery (e.g., Trader Joe's, Whole Foods)

Specialty store (e.g., hardware, candy store)


Restaurant (e.g., Applebee's, Cheesecake Factory, Ruth's Chris)



94

AGREEMENT WITH STATEMENTS ABOUT DOWNTOWN

Students were next presented with 11 statements about Downtown Hollywood and were asked to indicate their agreement with each. Among those who provided an opinion, 96 percent agreed that “Downtown Hollywood has a lot going on,” 91 percent “It is hard to find parking in Downtown Hollywood,” 90 percent that “Downtown Hollywood is a safe place to visit during the day,” 89 percent that “Downtown Hollywood is a unique place to visit,” and 83 percent agreed that “Downtown Hollywood is dirty.”

Figure 72 Students: Agreement with Statements about Downtown (% of those that Gave an Opinion)

4%

12.5%

18.2%

26.6%

37.1%

32.6%

54.0%

52.3%

34.4%

71.6%

63.2%

31.4%

42.0%

48.3%

42.2%

36.1%

47.5%

29.2%

36.7%

55.7%

19.8%

32.5%

0% 20% 40% 60% 80% 100%

Downtown Hollywood is a safe place to visit after dark

Downtown Hollywood is a great place to live

Downtown Hollywood is easy to get around

Downtown Hollywood is a great place to work

Downtown Hollywood is a better place to visit now than it was five

years ago

Downtown Hollywood is a great place to go to school

Downtown Hollywood is dirty

Downtown Hollywood is a unique place to visit

Downtown Hollywood is a safe place to visit during the day

It is hard to find parking in Downtown Hollywood

Downtown Hollywood has a lot going on




95

SATISFACTION WITH DOWNTOWN HOLLYWOOD

The majority of students were satisfied with “The type of live music and performance venues” (72%), “The type of restaurants” (70%), “The local arts and cultural opportunities” (63%), “The type of stores” (60%) and “The type of nightlife and bars” (58%) in Downtown Hollywood.

Eighty percent of students were dissatisfied with the “Cost of parking” and 71 percent reported dissatisfaction with the “Availability of parking” in Downtown Hollywood.

Figure 73 Students: Satisfaction with Aspects of Downtown Hollywood

2%

30.6%

19.4%

23.9%

16.7%

33.3%

5%

8%

27.6%

41.0%

39.2%

53.4%

38.2%

7%

13.4%

19.6%

18.7%

18.3%

15.5%

11%

22.9%

22.5%

9%

15.3%

10%

8%

8%

57.0%

48.7%

5%

5%

8%

6%

11%

7%

0% 20% 40% 60% 80% 100%

Cost of parking



The type of stores




Very satisfied Somewhat satisfiedNeither Somewhat dissatisfiedVery dissatisfied Don't know/ NA



96

RECOMMEND HOLLYWOOD AS PLACE TO LIVE AND STUDY

Students were next asked whether they would recommend Hollywood to their friends as a place to live and study. Sixty-three percent of students would recommend Hollywood to their friends as a place to live and study, 30 percent would not, and seven percent were not sure or declined to state.

Figure 74 Students: Recommend Hollywood as Place to Live and Study

Yes, would recommend

63.4%

No, would not

recommend29.5%

Refused7.1%



97

MAIN REASONS WOULD RECOMMEND

Students who would recommend Hollywood were next asked to detail the main reasons for their recommendation. This question was asked in an open-ended format where students were free to write in any response. They were also not constrained to only one reason, so the percentages in the figure below will sum to more than 100 percent.

Among those who would recommend Hollywood as a place to live and study, 30 percent would do so because of all the activities, 19 percent because it is the center of the entertainment industry, and 18 percent because their friends could pursue a career in the entertainment industry.

Figure 75 Students: Main Reason Would Recommend Hollywood as Place to Live and Study (n=169)

5.8%

3.1%

3.2%

3.8%

5.3%

6.8%

8.2%

11.2%

12.9%

18.3%

19.0%

30.1%

0% 20% 40% 60% 80% 100%

Left blank/ Refused

Other

Shopping opportunities

Walkability

Central with access to everything

The people are great

Great life experiences

Unique and diverse

School

Career in the entertainment industry

Center of the entertainment industry

Lots of activities, there's always something going on



98

MAIN REASONS WOULD NOT RECOMMEND

Students who would not recommend Hollywood were next asked to detail the main reasons they would not recommend it. This question was also asked in an open-ended format where students were free to write in any response. They were also not constrained to only one reason, so the percentages in the figure below will sum to more than 100 percent.

Among those who would not recommend Hollywood as a place to live and study, 37 percent felt it was dirty, 33 percent felt it was dangerous and unsafe, and 31 percent would not recommend because they felt it was too expensive.

Figure 76 Students: Main Reason Would Not Recommend Hollywood as Place to Live and Study (n=78)

1.3%

5.2%

3.1%

12.4%

14.2%

19.6%

31.4%

32.5%

36.6%

0% 20% 40% 60% 80% 100%

Left blank/ Refused

Other

Public transportation is terrible

Too crowded

Not enough parking

People are arrogant and obnoxious

Expensive

Dangerous and unsafe

Dirty



99

RENT AND INTEREST IN CENTRALIZED DORM IN HOLLYWOOD

On average, students personally spent $870.04 per month on rent when in school in Hollywood, with the median amount at $800.00 per month.

Figure 77 Students: How Much Personally Spend per Month on Rent When in School

18.5%

18.8%

16.1%

21.7%

13.1%

9.5%

2.4%

0% 10% 20% 30% 40%

Refused

$1,100 or more per month

$900 to $1,099 per month

$700 to $899 per month

$500 to $699 per month

Up to $499 per month

$0 per month

Average = $870.04

Median = $800.00



100

Students were next asked their level of interest in a centralized dorm in Hollywood where students from any of Hollywood’s post-secondary schools could live. Forty percent indicated they were “Very interested” in living in a centralized dorm, 28 percent were “Somewhat interested,” 19 percent were “Not at all interested,” 12 percent were not sure or needed more information, and two percent declined to answer the question.

Figure 78 Students: Interest in Centralized Dorm in Hollywood

Yes, very interested

39.8%

Somewhat Interested

28.1% Not at all interested

18.6%

Not sure or need more information

11.6%

Refused1.9%



101

STUDENT DEMOGRAPHICS OF SURVEY RESPONDENTS

Table 10 presents the key demographic and background information that was collected during the survey. The primary motivation for collecting the background and demographic information was to better understand the demographic characteristics of students and to provide insight into how the results of the substantive questions of the survey varied by demographic characteristics.

Where available, please refer to the demographic data provided by the Hollywood U schools regarding their student body (page 74) over the data collected from the sample of students surveyed since it is a more accurate representation of the universe of all Hollywood U students at the seven participating schools.

Table 10 Students: Demographics of Survey Respondents


Primary Mode of transportation Going to School in Hollywood

Walk 40.8%

Your own automobile 29.1%

Public transportation (Bus and/ or Metro) 19.8%

Friend’s or roommate’s automobile 5.7%

Bicycle 2.8%

Other 1.4%

Refused 0.4%

Where Lived Before Coming to School in Hollywood

U.S. 79.0%

Outside U.S. 20.7%

Refused 0.4%

Where Lived Before Coming to School in Hollywood - State

Among Students from U.S. (n=210)

CA 42.7%

TX 6.7%

WA 5.3%

DC 3.6%

VA 3.5%

CO 3.3%

OH 2.6%

AZ 2.2%

NY 2.0%

GA 1.8%

WI 1.6%

IL 1.6%

NV 1.4%

NE 1.4%

NC 1.4%

MI 1.4%

IN 1.4%

CT 1.4%

OR 1.3%

NJ 1.3%

TN 1.2%

PA 1.2%

MO 1.2%

MN 1.2%

AR 1.2%



102

AK 1.2%

IA 1.0%

KY 0.8%

PR 0.5%

MD 0.5%

Other 1.7%

Refused 0.2%

Where Lived Before Coming to School in Hollywood - C.A. County

Among Students from C.A. (n=90)

Los Angeles 41.9%

Orange 12.5%

San Diego 9.7%

Riverside 6.9%

San Bernardino 6.9%

Alameda 4.1%

Ventura 2.9%

Sacramento 2.8%

San Luis Obispo 2.7%

Monterey 2.0%

Stanislaus 1.6%

Tulare 1.6%

Santa Clara 1.4%

Shasta 0.9%

San Mateo 0.5%

Santa Barbara 0.5%

Other 1.2%

Where Lived Before Coming to School in Hollywood - Country

Among Students from Outside U.S. (n=55)

Italy 16.4%

Australia 11.5%

Sweden 8.6%

Mexico 7.8%

Singapore 6.3%

Spain 6.1%

Argentina 5.5%

Colombia 5.5%

Faroe Islands 5.5%

Canada 4.7%

United Kingdom 4.6%

Germany 4.2%

Ukraine 3.5%

Switzerland 2.9%

France 1.7%

Brazil 1.2%

Belgium 0.9%

Lebanon 0.9%

New Zealand 0.9%

Puerto Rico 0.9%

Czech Republic 0.5%

Gender

Male 72.6%

Female 24.4%

Refused 3.0%



103

Age

Less than 21 years 33.9%

21 to 25 years 26.7%


Refused 8.4%

Ethnicity

White 57.9%



Asian 2.0%


Other 3.5%

Refused 7.4%


Investor Executive Interviews

104

INVESTOR EXECUTIVE INTERVIEWS

The purpose of the investor executive interviews was to better understand the key issues that drive investment in Downtown Hollywood. The questions asked during the interviews focused on the considerations that were most important to determining whether new building should be built or redeveloped in Downtown Hollywood or the key issues when deciding where to move a business that could be moved to Hollywood.

The Hollywood Property Owners Alliance developed a list of 20 individuals with contact information who would be willing to participate in the executive interviews. The ten individuals that completed an executive interview could be categorized into one of three groups:

1. Employers that had moved their business into Hollywood or moved their business out of Hollywood recently.

2. Developers who built new buildings or redeveloped old buildings in either commercial or mixed use properties.

3. Property owners who were looking to purchase properties in Hollywood or comparable areas.

KEY ISSUES FOR HOLLYWOOD INVESTORS

In the course of completing the executive interviews, there were several key themes that investors focused on when considering what drove their decisions about investing in Hollywood and what could be done to improve Downtown Hollywood. These issues included;

1. Reduce bureaucratic delays – Several investors indicated that getting things done through the City of Los Angeles is particularly cumbersome and slow. One investor indicated that a building plan sat on a planner’s desk for six months for something that typically can be completed in a week. Investors were particularly frustrated by the delays given the current economic environment and the need to be able to move quickly.

2. Improve parking – Investors also generally agreed that parking was a real problem in Downtown Hollywood and they also generally agreed that locations like Santa Monica’s 3rd street promenade and the large public parking structures were something that Downtown Hollywood should consider to increase foot traffic.

3. Focus on protecting quality of life – Investors indicated that quality of life issues that draw residents and visitors to the area, including a safe environment, good transportation infrastructure, and excellent shopping and dining businesses all help influence investors to move to this unique location. More than one investor indicated they were concerned that the current economic environment might undo all of the work the Hollywood community has done to improve safety and the overall quality of life in the Downtown Hollywood.


Investor Executive Interviews

105

4. Develop planning priorities that result in greater connectivity in Downtown Hollywood – Investors talked about the need to improve planning in Downtown Hollywood to create a more consistent look and feel to the area. According to several investors, Downtown Hollywood should identify certain streets, like Hollywood Boulevard, develop it completely and then consider another street to develop.

5. Focus on Hollywood’s branding strengths – In the current economic downturn, investors are looking for properties in areas that are unique and can be identified easily by consumers. Investors largely agreed that Hollywood needs to be more active in developing its brand around the energy and artistic creativity that defines the Hollywood community.


Project Methodology

106

PROJECT METHODOLOGY

This section of the report details the methodologies utilized during this study – telephone survey, intercepts surveys, web survey, and executive interviews.

TELEPHONE SURVEY OF RESIDENTS

The following section outlines the methodology used for the telephone survey of residents, as well as the motivation for using certain techniques.

QUESTIONNAIRE DEVELOPMENT

Dr. McLarney of True North Research worked closely with the Hollywood Property Owners Alliance and BW Research to develop a questionnaire that covered the topics of interest and avoided the many possible sources of systematic measurement error, including position-order effects, wording effects, response-category effects, scaling effects, and priming. Several questions included multiple individual items. Because asking the items in a set order can lead to a systematic position bias in responses, the items were asked in a random order for each respondent.

Some of the questions asked in this study were presented only to a subset of respondents. For example, only respondents who had lived in the Hollywood area for fewer than five years were asked about their reasons for moving to the area. The questionnaire identifies the skip patterns that were used during the interview to ensure that each respondent received the appropriate questions.

PROGRAMMING AND PRE-TEST

Prior to fielding the survey, the questionnaire was CATI (Computer Assisted Telephone Interviewing) programmed to assist interviewers when conducting the telephone interviews. The CATI program automatically navigates the skip patterns, randomizes the appropriate question items, and alerts the interviewer to certain types of keypunching mistakes should they happen during the interview. The integrity of the questionnaire was pre-tested internally by True North and by dialing into random homes in the Hollywood area prior to formally beginning the survey.

SAMPLE

Households in the Hollywood area were chosen for this study using a random digit dial (RDD) sampling method. An RDD sample is drawn by first selecting all of the active phone exchanges (first three digits in a seven digit phone number) and working blocks that service the area. After estimating the number of listed households within each phone exchange that is located within the area, a sample of randomly selected phone numbers is generated with the number of phone numbers per exchange being proportional to the estimated number of households within each exchange in the area. This method ensures that both listed and unlisted households are included in the sample. It also ensures that new residents and new developments have an opportunity to participate in the study, which is not true if the sample were based on a telephone directory.


Project Methodology

107

Although the RDD method is widely used for community surveys, the method also has several known limitations that must be adjusted for to ensure representative data. Research has shown, for example, that individuals with certain demographic profiles (e.g., older women) are more likely to be at home and are more likely to answer the phone even when other members of the household are available. If this tendency is not adjusted for, the RDD sampling method will produce a survey that is biased in favor of women—particularly older women. To adjust for this behavioral tendency, the survey included a screening question which initially asked to speak to the youngest male available in the home. If a male was not available, then the interviewer was instructed to speak to the youngest female currently available. This protocol was followed to the extent needed to ensure a representative sample. In addition to following this protocol, the sample demographics were monitored as the interviewing proceeded to make sure they were within certain tolerances.

STATISTICAL MARGIN OF ERROR

By using an RDD probability-based sample and monitoring the sample characteristics as data collection proceeded, True North ensured that the sample was representative of adult residents in the Hollywood area. The results of the survey can thus be used to estimate the opinions of all adult residents in the Hollywood area. Because not all adult residents participated in the survey, however, the results have what is known as a statistical margin of error due to sampling. The margin of error refers to the difference between what was found in the survey of 400 respondents for a particular question and what would have been found if all of the estimated 275,751 adult residents2 had been interviewed.

For example, in estimating the percentage of adult residents who eat at a restaurant in Downtown Hollywood more than once per week (Question 6a), the margin of error can be calculated if one knows the size of the population, the size of the sample, a desired confidence level, and the distribution of responses to the question. The appropriate equation for estimating the margin of error, in this case, is shown below

where is the proportion of survey respondents who indicated they eat at a restaurant

downtown several times per week (0.16 for 16% in this example), is the population

size of all adult residents (275,751), is the sample size that received the question

(400), and is the upper point for the t-distribution with degrees of freedom (1.96 for a 95% confidence interval). Solving this equation using these values reveals a margin of error of ± 3.59%. This means that with 16 percent of survey respondents indicating they eat at a restaurant downtown several times per week, we can be 95% confident that the actual percentage of all adult residents that eat at a restaurant downtown several times per week is between 12 percent and 20 percent.

The figure on the next page provides a plot of the maximum margin of error in this study. The maximum margin of error for a dichotomous percentage result occurs when the

2 Source: Claritas 2010 Data Population Projection, prepared by Nielson Solution Center, July 2010.

p̂ t N n–N

-------- p̂ 1 p̂–

n 1–------------

p̂

N

n

t 2 n 1–


Project Methodology

108

answers are evenly split such that 50% provide one response and 50% provide the alternative response (i.e., = 0.5). For this survey, the maximum margin of error is ± 4.90% for questions answered by all 400 respondents.

Figure 79 Telephone Survey of Residents: Maximum Margin of Error Due to Sampling

Within this report, figures and tables show how responses to certain questions varied by subgroups such as years living in Hollywood, age of the respondent, and home ownership status. Figure 79 above is thus useful for understanding how the maximum margin of error for a percentage estimate will grow as the number of individuals asked a question (or in a particular subgroup) shrinks. Because the margin of error grows exponentially as the sample size decreases, the reader should use caution when generalizing and interpreting the results for small subgroups.

DATA COLLECTION

The method of data collection for this study was telephone interviewing. Interviews were conducted during weekday evenings (5:30 PM to 9:00 PM) and on weekends (10:00 AM to 5:00 PM) between March 19, 2010 and March 24, 2010. It is standard practice not to call during the day on weekdays because most working adults are unavailable and thus calling during those hours would bias the sample. The interviews averaged 15 minutes in length.

DATA PROCESSING

Data processing consisted of checking the data for errors or inconsistencies, coding and recoding responses, categorizing verbatim responses, and preparing frequency analyses and crosstabulations.

p̂

Sample of 400Adult Residents

± 4.90%

0%

2%

4%

6%

8%

10%

12%

14%

0 100 200 300 400 500 600 700 800 900 1000

Mar

gin

of E

rror

Sample Size (Number of Respondents)


Project Methodology

109

ROUNDING

Numbers that end in 0.5 or higher were rounded up to the nearest whole number, whereas numbers that end in 0.4 or lower were rounded down to the nearest whole number. These same rounding rules are also applied, when needed, to arrive at numbers that include a decimal place in constructing figures and charts. Occasionally, these rounding rules lead to small discrepancies in the first decimal place when comparing tables and pie charts for a given question.

INTERCEPT SURVEYS OF LOCAL CUSTOMERS AND VISITORS

The following section outlines the methodology utilized for the intercept surveys of local customers and visitors.

QUESTIONNAIRE DESIGN

Through an iterative process, BW Research worked closely with the Hollywood Property Owners Alliance to develop a set of screener questions and intercept survey instruments that met all the research objectives of the study. The main goals of the intercept surveys were to provide an assessment of what current customers in Downtown Hollywood look like, how they perceive the strengths and weaknesses of the community, and what they would like to see there in the future.

In developing the instruments, BW Research utilized techniques to overcome known biases in survey research and minimize potential sources of measurement error within the survey.

SAMPLING AND DATA COLLECTION

BW Research worked with the Hollywood Property Owners Alliance to identify sites within Hollywood that represented a diverse mix of customers - local customers, visitors, night-time patrons, and day-time patrons. The following eight locations were chosen as the sites for the intercept surveys:

1. Amoeba Records (Sunset & Ivar)

2. Hollywood Farmers Market (Selma & Ivar – Center of the Market)

3. Hollywood Blvd. & Schraeder

4. Hollywood & Highland (Near Metro)

5. Sunset & Vine (Western Corner)

6. Gower Gulch (Sunset & Gower/El Centro)

7. Selma & Cahuenga (South East Corner)

8. Hollywood Blvd. & Vine (South Corner).


Project Methodology

110

Interview times varied from 9:00 AM to 11:00 PM by location as shown in the table below3. One interviewer worked each shift with the exception of the 7:00 PM to 11:00 PM shift, which utilized two interviewers for safety reasons. The sampling plan was designed to achieve 600 total completed surveys, as shown in the table below. The expected number of completes served as a guideline for interviewers. The actual number of completes by shift varied based on foot traffic and cooperation. To thank respondents for their time, the Hollywood Property Owners Alliance secured 600 Starbucks cards in the amount of five dollars each that were given to respondents when they returned their completed survey to the interviewer.

Table 11 Intercept Survey Sampling Plan

3 The April 20 shift was cancelled because the 600 surveys were achieved on April 19, 2010.

8‐Apr 9‐Apr 10‐Apr 11‐Apr 12‐Apr 13‐Apr

Thursday Friday Saturday Sunday Monday Tuesday

9am to 1pm 2

Noon to 4pm 1 6

4pm to 8pm 8 4 3 4 1

7pm to 11pm 5 (2) 8 (2)



9am to 1pm 5

Noon to 4pm 3 3 6

4pm to 8pm 6 1 8 4

7pm to 11pm 7 (2) 8 (2) 7(2)



9am to 1pm 25

Noon to 4pm 20 20

4pm to 8pm 20 25 25 20 25

7pm to 11pm 50 50



9am to 1pm 20

Noon to 4pm 20 25 20

4pm to 8pm 20 25 20 20

7pm to 11pm 45 55 50

Locations

Expected Complete Interviews


Project Methodology

111

BW Research teamed with Atkins Research for intercept interviewing services on the project. All interviewers participated in a project-specific training session where topics included: an introduction to the project; the process for distributing and collecting the surveys; standard interviewer protocol; how to approach potential respondents and ask them to complete a survey; how to deal with uncooperative individuals; safety issues; and getting the completed surveys to BW Research for data entry. Interviewers were also provided with their survey materials and the Starbucks cards during training.

Based on the expected number of completes for each shift and the number of hours within each shift, interviewers evaluated the foot traffic at each site every hour to determine the rate of distribution (for example, asking every other, every third, or every six person that passed to complete a survey).

Intercept survey participants were asked several questions by interviewers about where they lived, if they were visiting the area, and if relevant where they worked and went to school. From these initial responses, interviewers classified participants as local customers or visitors and gave them the appropriate survey instrument, a clipboard, and a pen. Once the survey, clipboard, and pen were returned to the interviewer, the participant was given a five dollar Starbucks card as a thank you for their time.

DATA PROCESSING

Open-Ended Questions

For certain questions, respondents were asked to detail a response without being provided with a list of options from which to choose. The verbatim responses were then recorded and coded into similar categories so they could be presented in the report.

Multiple Response Format

For certain survey questions, respondents were free to provide more than one answer to the question. The percentages displayed for multiple response questions will total more than 100 percent.

Data Cleaning

Prior to analysis, BW Research examined the intercept survey data to identify potential data entry errors as well as any surveys that were not taken seriously by respondents. Of the 600 total surveys collected, 577 were used in the analysis (400 local customers and 177 visitor surveys).

WEB SURVEY OF STUDENTS

The following section outlines the methodology used for the web survey of Hollywood U students.

QUESTIONNAIRE DESIGN

Through an iterative process, BW Research worked with the Hollywood Property Owners Alliance to craft a survey instrument that answered all the core questions about


Project Methodology

112

students for the study. In developing the instrument, BW Research utilized techniques to overcome known biases in survey research and minimize potential sources of measurement error within the survey. Once the survey was finalized, it was custom programmed by BW Research and extensive pre-testing and re-testing were implemented prior to distributing the survey link to students.

SAMPLING AND DATA COLLECTION

The Hollywood Property Owners Alliance and BW Research worked with the seven Hollywood U schools participating in the study to distribute the initial survey link as well as reminder emails to their students. Each school received a custom link so that survey activity from each school could be tracked by BW Research. All students with an email address on file at each school received the survey link. The data collection period was May 24 through July 30, 2010.

DATA PROCESSING

Open-Ended Questions

For certain questions, respondents were asked to detail a response without being provided with a list of options from which to choose. The verbatim responses were then recorded and coded into similar categories so they could be presented in the report.

Multiple Response Format

For certain survey questions, respondents were free to provide more than one answer to the question. The percentages displayed for multiple response questions will total more than 100 percent.

Data Cleaning and Weighting

Prior to analysis, BW Research examined the web survey data to identify potential duplicate responses. Of the 267 total surveys submitted, 266 were used in the analysis. The data were weighted by enrollment at each school and gender to more accurately represent4 the Hollywood U student body.

MARGIN OF ERROR

The overall margin of error for the survey, at the 95 percent level of confidence, is between +/- 3.46 percent and +/- 5.76 percent (depending on the distribution of each question) for questions answered by all 266 students from the universe of 3,318 students at the seven schools.

It is important to note that questions asked of smaller sub-groups of students will have a margin of error greater than +/-5.76 percent, with the exact margin of error dependent on the number of respondents within each sub-group as well as the distribution of responses.

4 The data could not be weighted by age or ethnicity because of sample size limitations for each school.


Project Methodology

113

EXECUTIVE INTERVIEWS WITH INVESTORS

The following section outlines the methodology utilized for the executive interviews with investors.

DISCUSSION GUIDE DESIGN

Through an iterative process, BW Research worked closely with the Hollywood Property Owners Alliance to develop a discussion guide to answer all the core questions about the investor group for this study. The purpose of the investor executive interviews was to better understand the key issues that drive investment in Downtown Hollywood. The questions asked during the interviews focused on the considerations that were most important to determining whether new building should be built or redeveloped in Downtown Hollywood or the key issues when deciding where to move a business that could be moved to Hollywood.

DATA COLLECTION

The Hollywood Property Owners Alliance developed a list of 20 individuals with contact information who would be willing to participate in the executive interviews. BW Research scheduled and conducted ten one-on-one executive interviews by phone with investors recommended from the list. The ten individuals that completed an executive interview could be categorized into one of three groups:

1. Employers that had moved their business into Hollywood or moved their business out of Hollywood recently.

2. Developers who built new buildings or redeveloped old buildings in either commercial or mixed use properties.

3. Property owners who were looking to purchase properties in Hollywood or comparable areas.

Using the discussion guide as an outline, the executive interviews permitted an in-depth discussion of topic areas and allowed BW Research to explore topics brought up by respondents in an open-ended format. Executive interviews generally lasted 20 to 30 minutes and were administered from June 23 to July 23, 2010.


Appendix A: Telephone Survey Toplines – Residents

A-1

APPENDIX A: RESIDENT TELEPHONE SURVEY TOPLINES

Section 1: Introduction to Study

Hi, my name is _____, and I’m calling on behalf of TNR, an independent public opinion research firm. We’re conducting a short survey of residents about important issues in the Hollywood area and we would like to get your opinions. If needed: This is a survey about important issues in the Hollywood area – I’m NOT trying to sell anything and I won’t ask for a donation. If needed: The survey should take about 12 minutes to complete. If needed: If now is not a convenient time, can you let me know a better time so I can call back? If the person says they are somehow associated with the survey, politely explain that this survey is designed to measure the opinions of those not closely associated with the study, thank them for their time, and terminate the interview.

Section 2: Screener for Inclusion in the Study

For statistical reasons, I would like to speak to the youngest adult male currently at home that is at least 18 years of age. If there is no male currently at home that is at least 18 years of age, then ask: Ok, then I’d like to speak to the youngest female currently at home that is at least 18 years of age. If there is no adult currently available, then ask for a callback time. NOTE: Adjust this screener as needed to match sample quotas on gender & age If respondent asks why we want to speak to a particular demographic group, explain: It’s important that the sample of people for the survey is representative of the adult population in the Hollywood area for it to be statistically reliable. At this point, we need to balance our sample by asking for people who fit a particular demographic profile.

SC1What is the zip code at your residence? Read zip code back to them to confirm correct

1 90004, 90027, 90028, 90029, 90036, 90038, 90046, 90068

100% Continue

2 Other ZIP code 0% Terminate

Section 3: Living in the Hollywood Area

I’d like to begin by asking you a few questions about what it is like to live in the Hollywood area.

Q1 How long have you lived in the Hollywood area?

1 Less than 1 year 5% Ask Q2

2 1 to 4 years 20% Ask Q2

3 5 to 9 years 20% Skip to Q3

4 10 to 14 years 14% Skip to Q3

5 15 years or longer 41% Skip to Q3

99 Refused 0% Skip to Q3



A-2

Q2 Is there a particular reason why you moved to the Hollywood area?

Convenient location for work 32%

Friends, family in area 19%

No particular reason 17%

Like the area in general 9%

Purchased a home 6%

Convenient for school 4%

Central location to surrounding areas 4%

Lived in area before 2%

Affordability of home 2%

Not sure / Refused 2%

Q3 How would you rate the overall quality of life in Hollywood? Would you say it is excellent, good, fair, poor or very poor?

1 Excellent 16%

2 Good 53%

3 Fair 24%

4 Poor 3%

5 Very poor 0%

98 Not sure 3%

99 Refused 0%

Q4 Hollywood has undergone many changes during the past decade. What do you like most about Hollywood that should be preserved for the future?

Not sure / Cannot think of anything 19%

Historic buildings 14%

Hollywood landmarks / Key tourist destinations 13%

Architecture 6%

History in general 6%

Theaters / Studios 5%

Parks 5%

Cleanliness 4%

Diversity / Culture 4%

Trees / Nature areas 4%

Restaurants / Shopping opportunities 3%

Businesses 3%



A-3

Hollywood Boulevard 3%

Public safety 3%

Roads / Streets 3%

Hollywood Walk of Fame 2%

Freeway / Access to surrounding areas 2%

Old neighborhoods 2%

Revitalization of downtown 2%

Variety of social activities 1%

Weather 1%

Economy / Jobs 1%

Walking, hiking trails, paths 1%

Movie, music industry 1%

Urban feel 1%

Existing housing stock 1%

Limiting growth, development 1%

Preserve everything / Change nothing 1%

Q5 If you could change one thing to make Hollywood a better place to live, what change would you like to see?

Reduce traffic congestion 15%

Improve streets, roads 12%

Improve public safety 11%

Address homeless issue 10%

Clean up, beautify City 10%

Improve public transit 6%

Improve parking 6%

Not sure / Cannot think of anything 5%

No changes / Everything is fine 4%

Improve shopping, dining options 3%

Improve parks, rec facilities 3%

Reduce cost of housing 2%

Preserve historic sites 2%

Improve, restrict signage 2%

Increase growth, development 2%

Address drug issue 1%

Provide more local jobs 1%



A-4

Improve education 1%

Limit growth 1%

Reduce noise 1%

Address prostitution issue 1%

Reduce tourism 1%

Improve landscaping 1%

Improve government, leadership 1%

Improve morals, manners of residents 1%

Section 4: Shopping, Dining & Entertainment

Next, I’d like to ask you a few questions about shopping, dining and entertainment in the Downtown Hollywood area.

Q6

Generally speaking, how often do you _____ in Downtown Hollywood? Would you say several times a week, once per week, two to three times per month, once per month, once every two or three months, less often than once every two or three months, or never? If unsure, ask them to estimate. If needed: Downtown Hollywood is the area where you find places like the Chinese Theatre, Pantages (Pan-tay-juss) Theatre, and Arclight Theatre.

Randomize

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A Go shopping 16% 13% 13% 14% 12% 11% 21% 1%

B Eat at a restaurant 16% 16% 17% 15% 8% 12% 14% 0%

C Go out for entertainment and activities 16% 18% 17% 16% 10% 11% 12% 0%

Only ask Q7 if Q6A, Q6B and Q6C = (3,4,5,6,7). Otherwise, skip to Q8.

Q7 Are there particular reasons why you choose not to visit Downtown Hollywood more often for shopping, dining or entertainment? If yes, ask: Please briefly describe your reasons. Probe: Any others?

Difficulty of parking 19%

No particular reason 17%

Too much traffic congestion 16%

Too many tourists 16%

Cannot afford 14%

Prefer other areas in general 8%

Safety concerns 6%



A-5

Do not go out very often / No interest 6%

Other areas more convenient to access 6%

Do not have desired stores 5%

Do not have time 4%

Too many homeless people 2%

Do not have desired restaurants 2%

Economy, recession concerns 2%


Do not work near Hollywood 1%

Not familiar with area 1%

Q8 Thinking of the stores, restaurants and entertainment sites that your household visits outside of Hollywood, are there any that you would like to have available locally in Downtown Hollywood?

1 Yes 36% Ask Q9

2 No 57% Skip to Q10

98 Not sure 7% Skip to Q10

99 Refused 0% Skip to Q10

Q9 Please name the two or three stores, restaurants or entertainment sites you would most like to have located in Downtown Hollywood?


40%


19%


13%

Apparel (Anthropologie, Old Navy) 13%

High-end department store (Macy's, Nordstrom) 9%

Movie theater 8%

Ethnic food restaurant 6%


Electronics store (Apple, Bose) 3%

Specialty store (hardware, candy store) 3%

Bookstore 3%

Bank / Credit union 2%

Shopping center, mall 2%



A-6

Q10 How informed do you feel about the _____ in Downtown Hollywood? Would you say you feel well-informed, somewhat informed, slightly informed, or not at all informed?

Randomize

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Not

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A Diversity of businesses that are located 32% 30% 17% 17% 4% 1%

B Recreation and entertainment options 39% 30% 16% 11% 3% 1%

C Museums, theatres and other attractions 40% 31% 15% 10% 3% 1%

D Special events that occur 31% 30% 19% 17% 2% 1%

E Diversity of restaurants that are located 41% 28% 15% 11% 4% 0%

Section 5: Perceptions of Hollywood

Q11

Next, I’m going to read several statements about Downtown Hollywood and I’d like you to tell me whether you agree or disagree with each statement. Here is the (first/next) one: _____. Do you agree or disagree with this statement, or do you not have an opinion? Get answer. If agree or disagree, ask: Would that be strongly (agree/disagree) or somewhat (agree/disagree).

Randomize

Str

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Som

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Som

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Str

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A Hollywood is a safe place to visit during the day 62% 31% 2% 1% 3% 0%

B Hollywood is a safe place to visit after dark 12% 38% 24% 21% 4% 0%

C Hollywood is different. It is a unique place for shopping, dining and entertainment

44% 35% 10% 6% 4% 0%

D Hollywood is a better place to visit now than it was five years ago

51% 22% 7% 4% 16% 0%

E It is hard to find parking in Hollywood 73% 13% 8% 2% 4% 0%

F Hollywood is dirty 25% 38% 23% 9% 5% 0%

G Hollywood is too crowded 37% 27% 24% 8% 5% 0%

H Hollywood is pedestrian-friendly 31% 41% 14% 9% 5% 0%

I Hollywood is family-friendly 20% 39% 22% 10% 10% 0%

J Hollywood has an adequate number of parks and open space areas

13% 18% 22% 39% 9% 0%



A-7

Section 6: Employment

Q12 Which of the following best describes your employment status? Would you say you are employed full-time, part-time, a student, a homemaker, retired, or are you in-between jobs right now?

1 Employed full-time 49% Ask Q13

2 Employed part-time 14% Ask Q13

3 Student 9% Skip to D1

4 Homemaker 3% Skip to D1

5 Retired 13% Skip to D1

6 In-between jobs 10% Skip to D1

99 Refused 2% Skip to D1

Q13 And what industry do you work in? If pauses, ask: What does your company do?

Entertainment / Film 28%

Medical / Healthcare 9%

Education 9%

Computer / IT 6%

Other (unique responses) 6%

Real estate 5%

Food service 5%

Interior design, landscaping 4%

Retail 3%

Accounting / Financial services 3%

Government 3%

Travel 3%

Legal 2%

Security / Protective services 2%

Business services 2%

Construction 3%

Advertising 1%

Telecommunications 1%

Sales 1%

Transportation 1%

Professional services 1%

Arts / Cultural 1%

Fashion / Beauty 1%



A-8

Q14 What is the ZIP code where you work? If unsure, ask: What is the name of the City?

ZIP code or other location recorded Data on file

Section 7: Background & Demographics

Thank you so much for your participation. I have just a few background questions for statistical purposes.

D1 In what year were you born?

18 to 24 11%

25 to 34 27%

35 to 44 21%

45 to 54 14%

55 to 64 8%

65 or older 12%

Refused 6%

D2 Including yourself, how many people live in your household?

1 33%

2 30%

3 16%

4 11%

5 or more 8%

Refused 2%

D3 Do you have children under the age of 18 in your home?

1 Yes 22%

2 No 78%

99 Refused 0%

D4 Do you own or rent your residence?

1 Own 33%

2 Rent 65%

99 Refused 2%



A-9

D5 Which of the following best describes your current home?

1 Detached, single-family home 32%

2 Townhome 4%

3 Condominium 6%

4 Apartment 56%

5 Mobile home 0%

99 Refused 2%

D6 Do you also use your residence as an office or studio?

1 Yes 31%

2 No 68%

99 Refused 1%

D7 Do you have one or more dogs for pets? If yes, ask: How many pet dogs live with you?

0 No dogs 72%

1 One 17%

2 Two 7%

3 Three or more 3%

99 Refused 1%

D8 What is the last grade or level you completed in school? Don’t read choices

1 Elementary (8 or fewer years) 1%

2 Some high school (9 to 11 years) 4%

3 High school graduate (12 years) 15%

4 Technical / Vocational school 1%

5 Some college 18%

6 College graduate 34%

7 Some graduate school 4%

8 Graduate, professional, doctorate degree (DDS, DVM, JD, LLM, MA, MS, MBA, MD, PhD)

23%

99 Refused 1%



A-10

D9 This last question is for statistical purposes only. As I read the following income categories, please stop me when I reach the category that best represents your household’s total annual income before taxes.

1 Less than $25,000 15%

2 $25,000 to $49,999 20%

3 $50,000 to $74,999 16%

4 $75,000 to $99,999 8%

5 $100,000 to $149,999 9%

6 $150,000 to $199,999 5%

7 $200,000 or more 8%

98 Not sure 5%

99 Refused 13%

Those are all of the questions that I have for you. Thanks so much for participating in this important survey!

Post-Interview & Sample Items

S1 Gender

1 Male 51%

2 Female 49%


Appendix B: Intercept Survey Toplines – Local Customers

B-1

APPENDIX B: INTERCEPT SURVEY TOPLINES: LOCAL

CUSTOMERS - RESIDENTS, STUDENTS, AND WORKERS

Toplines (n=400)

Introduction and Screener Questions: Hello, my name is _________ and I’m working on behalf of BW Research, an independent public opinion research firm. We’re conducting a short survey about the Hollywood community that will only take a few minutes of your time. And to thank you for your time, we will give you a five dollar Starbucks card at the end of the survey. (IF NEEDED:) This is a study about the goods and services provided in this community--it is a survey only and I am not selling anything.

PLEASE NOTE: TRADITIONAL ROUNDING RULES APPLIED NOT ALL PERCENTAGES WILL EQUAL EXACTLY 100%

A. For statistical reasons, are you at least 18 years of age?

100% Yes B. Do you live in the Hollywood area?

70% Yes (self-identified) and zip matches qualifying list - Resident 6% Yes (self-identified) but zip does not match qualifying list – Incorrect resident 5% No (self-identified) but zip matches qualifying list - Resident 20% No (self-identified) and zip does not match qualifying list – Non-resident C. What is your home zip code?

3% 90004 (South) 8% 90027 (Los Feliz Area) 37% 90028 (Hollywood Core) 4% 90029 (Near LA City College) 6% 90036 (South West) 7% 90038 (South Hollywood Closer to Beverly Blvd) 6% 90046 (Near LA City College) 6% 90068 (North Hollywood/ Hills) 26% Other (Specify: ________) Zips on file



B-2

D. Do you work or go to school in Hollywood?

47% Yes, I work in Hollywood 19% Yes, I go to school in Hollywood 13% Yes, I work and go to school in Hollywood 22% No, I neither work nor go to school in Hollywood Survey Type (Classified by Previous Responses):

21% Local customer – lives in Hollywood 1% Local customer – self-identified as living in Hollywood but zip does not match

qualifying list 14% Student - lives in Hollywood 6% Student - lives outside Hollywood and commutes to school 30% Worker – lives in Hollywood 17% Worker - lives outside Hollywood and commutes to work 11% Student and worker – lives in Hollywood 2% Student and worker – lives outside Hollywood and commutes Survey Date:

9% Thursday, April 8, 2010 15% Friday, April 9, 2010 13% Saturday, April 10, 2010 5% Sunday, April 11, 2010 3% Monday, April 12, 2010 7% Tuesday, April 13, 2010 16% Thursday, April 15, 2010 12% Friday, April 16, 2010 15% Saturday, April 17, 2010 3% Sunday, April 18, 2010 3% Monday, April 19, 2010 Survey Location:

15% Amoeba Records (Sunset & Ivar) 10% Gower Gulch (Sunset & Gower/El Centro) 9% Hollywood & Highland (Near Metro) 14% Hollywood & Schrader 23% Hollywood & Vine (South Corner) 5% Hollywood Farmers' Market (Selma & Ivar - Center of the Market) 16% Selma & Cahuenga (Southeast Corner) 10% Sunset & Vine (Western Corner)



B-3

HOLLYWOOD SURVEY Downtown Hollywood is the area where you find places like the Chinese Theatre, Pantages Theatre, and Arclight Theatre. Please refer to the map of the area for more detail.

1. Please check all the things you plan to do in Downtown Hollywood today. (Multiple Response; Percentages will Sum to More than 100%)

39% Shopping 32% Work at the office 32% Night life, visit bars/ nightclubs 32% Dining, go out for dinner 29% Dining, go out for breakfast or lunch 18% Go to school or class 17% Attend a special event/ party 13% See a live performance (concert, play, or comedy) 11% Visit a museum or gallery 9% Visit local landmarks or sightseeing tours 1% People watching/ hanging out 1% Going to the movies 1% Living 1% Going to the gym 1% Perform/ entertain people 1% Job hunting 1% Other (Specify: ________) 1% Left blank/ Refused

2. In general, how often do you visit the businesses, stores, and restaurants in Downtown Hollywood?

61% Several times a week 20% Once a week 11% At least once a month 6% Less than once a month 1% Never 1% First time here 1% Left blank/ Refused

3. Do you visit the businesses, stores, and restaurants in Downtown Hollywood primarily in the day, during the evening, or both?

20% Day 19% Evening 61% Both 1% Left blank/ Refused



B-4

4. If you were to describe Downtown Hollywood in one word, what word would you choose?

8% Exciting/ vibrant 8% Dirty 7% Crazy/ wild/ party 7% Awesome/ amazing 7% Busy 4% Interesting 4% Crowded/ congested 4% Lively 4% Fun 3% Weird/ funky 3% Diverse/ variety 3% Cool 3% Great 3% Glamorous/ fabulous 2% Nice/ good/ clean 2% Improved/ better 2% Fantastic 2% Different 2% Unique 2% Eclectic 2% Beautiful 2% Entertaining 2% Young/ new 2% Noisy/ obnoxious/ excessive 1% Hollywood/ celebrity 1% Historic 1% Overrated 1% Home 1% Homeless 1% Touristy 1% Okay 1% Easy/ convenient 3% Other (unique responses) 3% Left blank/ Refused



B-5

5. If you could change two things to make Downtown Hollywood a better place to visit, what changes would you make?

First Response:

20% Clean up the place 12% Increase parking 10% Less homeless / More shelters 7% Do something about the traffic 6% Increase safety and police presence 5% Increase shopping opportunities 4% More clubs and bars 4% More affordable 3% Nothing, I like it the way it is 3% Better public transportation 2% Fix the streets and sidewalks 2% Have more establishments that stay open later 2% More restaurants choices 2% Decrease the amount of tourists 2% Too many people 2% Plant more trees/ more benches 2% Increase activities for kids and families 1% Increase housing 1% More street performers and live entertainment venues 1% Less clubs and street performers 8% Other (unique responses) 5% Left blank/ Refused

Second Response:

10% Increase parking 9% Clean up the place 8% Less homeless / More shelters 7% Increase safety and police presence 5% More restaurants choices 4% More clubs and bars 4% Better public transportation 4% Increase shopping opportunities 3% Fix the streets and sidewalks 3% More affordable 3% Do something about the traffic 3% Plant more trees/ more benches 3% Increase activities for kids and families 3% More street performers and live entertainment venues 2% More galleries, theaters, and landmarks 2% Decrease the amount of tourists 2% More homeless shelters 1% Less development 1% Less clubs and street performers 1% Have more establishments that stay open later 6% Other (unique responses) 22% Left blank/ Refused Combined:



B-6

(Note: Respondents only counted once per category – if they gave two responses that fell into the same category, they are counted once in that category. As such, the percentages below will not exactly equal the sum of the first response second response shown on the previous page) (Multiple Response; Percentages will Sum to More than 100%)

29% Clean up the place 20% Increase parking 17% Less homeless / More shelters 11% Increase safety and police presence 10% Do something about the traffic 8% More clubs and bars 8% Increase shopping opportunities 7% Better public transportation 7% More restaurants choices 6% More affordable 5% Fix the streets and sidewalks 4% Plant more trees/ more benches 4% Increase activities for kids and families 3% Decrease the amount of tourists 3% More street performers and live entertainment venues 3% Nothing, I like it the way it is 3% Have more establishments that stay open later 2% Less clubs and street performers 2% More galleries, theaters, and landmarks 2% Too many people 2% Less development 1% Increase housing 12% Other (unique responses) 5% Left blank/ Refused both 17% Provided one response only



B-7

6. Have you moved to the Hollywood area in the last four years?

40% Yes 60% No 0% Left blank/ Refused

If yes, why did you move to the Hollywood area? (Percentages among those who moved in the last four years: n=160)

21% Work 19% School 13% I liked the area 8% Location (central, convenient) 7% To work in the entertainment industry 7% Affordable housing/ Found place here 6% To live my dreams 5% To live with friends and family 6% Other (unique responses) 8% Left blank/ Refused 7. Generally speaking, how would you rate the quality of your shopping experience in Downtown Hollywood?

20% Excellent 46% Good 29% Fair 5% Poor 1% Very poor 0% Left blank/ Refused

8. Generally speaking, how would you rate the quality of your dining experience in Downtown Hollywood?


9. Overall, do you feel the quality of the shopping experience in Downtown Hollywood is getting better, getting worse, or staying about the same?

45% Getting better 9% Getting worse 42% Staying the same 1% First time here 3% Left blank/ Refused



B-8

10. Overall, do you feel the quality of the dining experience in Downtown Hollywood is getting better, getting worse, or staying about the same?

53% Getting better 6% Getting worse 38% Staying the same 1% First time here 2% Left blank/ Refused

11. Please indicate whether you would like to see more or less of each of the following in Downtown Hollywood, or whether you feel there is currently an adequate amount.

Left Blank/ More Adequate Less Refused A) Up-scale restaurants ........................................................... 36% 51% 12% 1%

B) Casual restaurants .............................................................. 56% 38% 5% 1%

C) Bars and nightclubs ............................................................. 38% 47% 14% 2%

D) Parks and green spaces ..................................................... 71% 22% 7% 1%

E) Household goods stores including furniture, kitchenware, and other household accessories ....................................... 33% 48% 19% 0%

F) Small independent boutique stores and shops ................... 48% 36% 15% 1%

G) Hotels .................................................................................. 25% 52% 20% 3%

H) Museums, theatres, and other cultural and entertainment venues ....................................................... 53% 39% 7% 1%

I) Medium to large regional retail shopping stores ................. 33% 48% 17% 2%

J) Bookstores .......................................................................... 44% 44% 11% 2%

K) Local services businesses such as dry cleaners, hair salons, and shoe repair stores ..................................... 32% 50% 18% 2%

L) Live performance venues for concerts ................................ 60% 34% 6% 0%



B-9

12. Please name the two or three stores, restaurants, or entertainment sites you would most like to have located in Downtown Hollywood. (Multiple Response; Percentages will Sum to More than 100%)

5% Ethnic Food 5% Pubs, bars, and clubs 4% Parks/ sports complex 4% Amoeba/ Virgin Records 4% Radio Shack/ Best Buy/ Apple store 4% Walmart 4% Movie theaters 4% Various coffee shops 4% Independent shops 4% Chili's/ Cheesecake Factory 3% Target 3% Barnes & Noble/ Borders 3% Diners and delis 3% Wendy's/ McDonalds/ Jack in the Box etc. 3% Urban outfitters/ JCrew 3% In-n-Out/ Sonic Burger 3% Concert Hall/ Amphitheater 3% Wing Stop/ Hot Wings 3% Various burger joints 3% Seafood restaurants 3% Museums and galleries 3% Mexican food 2% Various yogurt and ice cream shops 2% Various pizza shops 2% Various steak houses 2% Whole Foods 2% Panera/ bakeries 2% Bed Bath and Beyond/ IKEA 2% Olive Garden 2% Macy's/ Nordstrom 2% Dave & Busters 2% REI/ Patagonia

2% Sports-themed restaurants 2% Ross/ TJ Max/ Marshalls 1% Trader Joe's 1% Krispy Kreme/ Dunkin Donuts 1% Rubio's/ Wahoo's Fish Tacos 1% Chick-fil-a 1% Various barber shops 1% Portillos/ Der Wienerschnitzel 1% Prada/ Gucci 1% K-Mart 1% Panda Express 1% Chipotle 1% Pet stores 1% XL Men/ men's clothing 1% A casino 1% Jack n Jill's 1% Vans 1% Guitar Center 1% Various surf shops 1% Toys-R-Us 1% Tony Romas 1% Hot Topic 1% Grocery stores 1% Sporting Goods 1% Yard House 1% Mendocino Farms 1% Vintage stores 1% Cost Plus 1% Lawry's 1% None - we already have everything 23% Other (unique responses) 21% Left blank/ Refused



B-10

13. Please tell me whether you agree or disagree with each of the following statements.

Strongly Somewhat Somewhat Strongly No Blank/ Agree Agree Disagree Disagree Opinion Refused

A) Downtown Hollywood is a safe place to visit during the day ................................. 47% 48% 4% 0% 2% 1%

B) Downtown Hollywood is a safe place to visit after dark ......................................... 15% 42% 27% 13% 3% 0%

C) Downtown Hollywood is a unique place to visit ..................................................... 53% 36% 7% 2% 2% 1%

D) Downtown Hollywood is a better place to visit now than it was five years ago ........ 41% 31% 9% 4% 15% 1%

E) It is hard to find parking in Downtown Hollywood ............................................... 62% 24% 8% 2% 4% 1%

F) Downtown Hollywood is dirty .................... 31% 44% 19% 3% 3% 0%

G) Downtown Hollywood is a great place to work .................................................... 25% 40% 16% 4% 16% 0%

H) Downtown Hollywood is easy to get around .................................................... 31% 40% 18% 7% 4% 1%

I) Downtown Hollywood is a great place to live ...................................................... 27% 35% 18% 7% 13% 1%

J) Downtown Hollywood is a great place to go to school ............................................ 19% 25% 20% 9% 28% 0%

K) Downtown Hollywood has a lot going on .................................................... 50% 39% 9% 1% 2% 0% 14. Please indicate how satisfied you are with each of the following when you visit Downtown Hollywood. Very Somewhat Somewhat Very Blank/ Satisfied Satisfied Neither Dissatisfied Dissat. Refused

A) The type of nightlife and bars .................... 30% 45% 19% 4% 1% 1%

B) The type of stores ..................................... 26% 48% 18% 6% 1% 2%

C) Availability of parking ................................ 10% 15% 19% 26% 29% 3%

D) Cost of parking ........................................... 9% 14% 16% 24% 37% 2%

E) The type of restaurants ............................. 27% 44% 14% 11% 2% 2%

F) The type of live music and performance venues .................................................... 29% 39% 16% 11% 3% 1%

G) The local arts and cultural opportunities ... 24% 39% 18% 14% 5% 1%



B-11

DEMOGRAPHICS

Your demographic information will be kept confidential and all data will be displayed in summary format only.

A. What type of transportation did you use to get here today? (Multiple Response; Percentages will Sum to More than 100%)

31% Drove by myself 28% Walked 25% Public transportation 16% Drove with others 4% Bicycle 3% Taxi 1% Other (Specify: ________) 1% Left blank/ Refused

B. Do you own or rent your residence?

21% Own 71% Rent 8% Left blank/ Refused

C. Are you:

62% Male 36% Female 2% Left blank/ Refused

D. In what year were you born? Recoded into Age

34% 18 to 24 years 36% 25 to 34 years 16% 35 to 44 years 9% 45 to 54 years 2% 55 to 64 years 2% 65 years or older 1% Left blank/ Refused



B-12

E. Including yourself, how many adults 18 years and older live in your household?

34% One 32% Two 15% Three 7% Four 4% Five or more 9% Left blank/ Refused n Mean Median

Number of adults 18 to 24 years old in household 366 0.75 0.00





Number of adults 65 years and older in household 366 0.04 0.00

Number of adults in household 366 2.12 2.00

F. How many children under 18 years of age live in your household?

69% None 18% One 3% Two 3% Three or more 8% Left blank/ Refused n Mean Median

Number of children 0 to 5 years old in household 370 0.18 0.00



Number of children in household 370 0.38 0.00

Total number in household (data at both questions) 345 2.51 2.00



B-13

G. What ethnic group do you consider yourself a part of or feel closest to?

44% White 25% Latino(a) or Hispanic 16% African American or Black 7% Asian 3% Pacific Islander 5% Other (Specify: ________) 1% Left blank/ Refused

H. Which of the following best describes your total annual household income before taxes?

27% Under $25,000 29% $25,000 to $49,999 21% $50,000 to $74,999 9% $75,000 to $99,999 8% $100,000 to $149,999 3% $150,000 to $199,999 3% $200,000 or more 1% Left blank/ Refused

Thank you for your time. Please return this survey to the person who handed it to you to receive your gift

card.


Appendix C: Intercept Survey Toplines – Visitors

C-1

APPENDIX C: INTERCEPT SURVEY TOPLINES: VISITORS

Toplines (n=177) Introduction and Screener Questions: Hello, my name is _________ and I’m working on behalf of BW Research, an independent public opinion research firm. We’re conducting a short survey about the Hollywood community that will only take a few minutes of your time. And to thank you for your time, we will give you a five dollar Starbucks card at the end of the survey. (IF NEEDED:) This is a study about the goods and services provided in this community--it is a survey only and I am not selling anything.


A. For statistical reasons, are you at least 18 years of age?

100% Yes

B. Do you live in the Hollywood area?

0% Yes 100% No

C. What is your home zip code?

0% Listed zip code 93% Other (Specify: ________) Zips on file 7% International (Specify: ________) Countries on file

D. Do you work or go to school in Hollywood?

100% No, I neither work nor go to school in Hollywood



C-2

E. Are you visiting Hollywood for the day or are you staying for more than a day? (If more than a day) How many days are you staying in the area?

61% Visiting for the day 25% Visiting for _____ days 3% Two days 3% Three days 5% Four days 3% Five days 2% Six days 3% Seven days 6% Eight or more days 1% Left blank 14% Left blank/ Unknown

Survey Type (Classified by Previous Responses):

45% Visiting Hollywood for the day and lives in Southern California 14% Visiting Hollywood for the day and lives outside Southern California 2% Visiting Hollywood for the day and lives outside the United States 1% Visiting Hollywood for the day from unknown 4% Staying in Hollywood for more than one day and lives in Southern California 16% Staying in Hollywood for more than one day and lives outside Southern

California 5% Staying in Hollywood more than one day and lives outside the United States 1% Staying in Hollywood more than one day from unknown 12% Unknown visit length and lives in Southern California 1% Unknown visit length and lives outside Southern California

Survey Date:

3% Thursday, April 8, 2010 12% Friday, April 9, 2010 11% Saturday, April 10, 2010 6% Sunday, April 11, 2010 3% Monday, April 12, 2010 7% Tuesday, April 13, 2010 13% Thursday, April 15, 2010 12% Friday, April 16, 2010 22% Saturday, April 17, 2010 4% Sunday, April 18, 2010 6% Monday, April 19, 2010



C-3

Survey Location:

16% Amoeba Records (Sunset & Ivar) 11% Gower Gulch (Sunset & Gower/El Centro) 8% Hollywood & Highland (Near Metro) 16% Hollywood & Schrader 23% Hollywood & Vine (South Corner) 6% Hollywood Farmers' Market (Selma & Ivar - Center of the Market) 15% Selma & Cahuenga (Southeast Corner) 6% Sunset & Vine (Western Corner)

HOLLYWOOD VISITOR SURVEY

1. Please check all of the reasons you are visiting Hollywood. (Multiple Response; Percentages will Sum to More than 100%)

54% Leisure or vacation 27% Visit family or friends 13% Stopping here on the way to somewhere else 10% Business 3% Other (Specify: ________) 12% Left blank/ Refused

2. Please check the top three things you plan to do or see on this trip to Hollywood. (Multiple Response; Percentages will Sum to More than 100%)

55% Dining 51% Shopping 36% Night life, visit bars/ nightclubs 27% Visit local landmarks or sightseeing tours in the area 26% Visit a museum or gallery 18% See a live performance (concert, play, or comedy) 16% Attend a special event or party 10% Network or business-related activities 7% Other (Specify: ________) 0% Left blank/ Refused

3. Did you come to Hollywood primarily for activities in the day, activities during the evening, or both?

20% Day 22% Evening 58% Both 1% Left blank/ Refused



C-4

4. If you were to describe Hollywood in one word, what word would you choose?

9% Awesome/ amazing 7% Fun 7% Exciting/ vibrant 6% Crazy/ wild/ party 5% Glamorous/ fabulous 5% Interesting 5% Hollywood/ celebrity 4% Entertaining 4% Diverse/ variety 4% Crowded/ congested 3% Great 3% Busy 3% Dirty 3% Lively 3% Nice/ good/ clean 2% Eclectic 2% Unique 2% Cool 2% Beautiful 2% Young/ new 2% Noisy/ obnoxious/ excessive 2% Scary/ evil 1% Historic 1% Fantastic 1% Improved/ better 3% Other (unique responses) 14% Left blank/ Refused

5. Generally speaking, how would you rate the quality of your visitor experience in Hollywood?




C-5

6. If you could change one thing to make Hollywood a better place to visit, what change would you make?

18% Increase parking 14% Clean up the place 10% Less homeless/ More shelters 9% Nothing, I like it the way it is 8% Do something about the traffic 6% Better public transportation 4% More clubs and bars 3% More affordable 3% Increase safety and police presence 3% Increase shopping opportunities 2% Increase activities for kids and families 2% More restaurants choices 2% Decrease the amount of tourists 2% More street performers and live entertainment venues 1% Fix the streets and sidewalks 1% Plant more trees/ more benches 1% More galleries, theaters, and landmarks 1% Too many people 1% Have more establishments that stay open later 2% Other (unique responses) 7% Left blank/ Refused

7. Generally speaking, would you say that your visit to Hollywood has exceeded expectations, met expectations, or was less than expected?

20% Exceeded expectations 57% Met expectations 10% Less than expected 14% Left blank/ Refused

8. If Hollywood did not meet expectations, why not?

(Percentages among those who indicated Hollywood was less than expected: n=17)

47% Dirty 24% Too crowded 12% Too expensive 6% Unsafe 6% Not exciting 6% Left blank/ Refused



C-6

9. Please tell me whether you agree or disagree with each of the following statements.

Strongly Somewhat Somewhat Strongly No Blank/ Agree Agree Disagree Disagree Opinion Refused

A) Hollywood is a safe place to visit during the day ........................................ 46% 42% 8% 2% 2% 0%

B) Hollywood is a safe place to visit after dark ................................................ 18% 37% 30% 9% 6% 1%

C) Hollywood is a unique place to visit .......... 59% 33% 5% 1% 2% 1%

D) Hollywood is a better place to visit now than it was five years ago ............... 27% 29% 10% 3% 31% 1%

E) It is hard to find parking in Hollywood ....... 57% 24% 7% 3% 7% 1%

F) Hollywood is dirty ...................................... 28% 40% 20% 10% 2% 0%

G) Hollywood is what I expected it to be ........ 24% 48% 12% 2% 1% 14%

H) Hollywood is easy to get around ............... 24% 42% 21% 11% 2% 0%

I) Hollywood would be a great place to live ...................................................... 24% 30% 20% 14% 11% 1%

J) Hollywood has a lot going on .................... 50% 35% 8% 4% 3% 1%

10. Please indicate how satisfied you are with each of the following when you visit Hollywood. Very Somewhat Somewhat Very Blank/ Satisfied Satisfied Neither Dissatisfied Dissat. Refused

A) The type of nightlife and bars .................... 37% 36% 21% 3% 0% 2%

B) The type of stores ..................................... 38% 40% 12% 6% 1% 2%

C) Availability of parking ................................. 7% 15% 20% 25% 30% 3%

D) Cost of parking ........................................... 6% 11% 21% 24% 36% 3%

E) The type of restaurants ............................. 37% 41% 15% 3% 1% 3%

F) The type of live music and performance venues .................................................... 42% 32% 19% 3% 2% 3%

G) The local arts and cultural opportunities ... 34% 34% 23% 4% 3% 2%



C-7

11. Where are you staying while you are here in Hollywood?

48% Not staying in Hollywood, just here for the day 7% Staying at a hotel - Which hotel? Percentages among those staying at a hotel (n=13) 15% W Hollywood 15% Embassy Suites 15% Disneyland Hotel 8% Renaissance Hollywood Hotel 8% Trylon Hotel 8% Mondrian Hotel 8% Comfort Inn 8% The Beverly Hills Hotel 8% Andaz West Hollywood 8% Left blank/ Refused 23% Staying with family or friends - In what city? Percentages among those staying with family or friends (n=41) 29% Hollywood 17% Los Angeles 10% Santa Monica 10% Pasadena 5% Van Nuys 2% Whittier 2% Venice 2% Valley City 2% San Fernando Valley 2% Rosemead 2% Palmdale 2% Orange 2% Long Beach 2% La Puente 2% Burbank 2% Azusa 2% Left blank/ Refused 22% Left blank/ Refused



C-8

DEMOGRAPHICS

Your demographic information will be kept confidential and all data will be displayed in summary format only.

A. What type of transportation did you use to get here today? (Multiple Response; Percentages will Sum to More than 100%)

42% Drove with others 24% Public transportation 22% Drove by myself 6% Walked 3% Taxi 3% Bicycle 1% Other (Specify: ________) 2% Left blank/ Refused

B. Do you own or rent your residence?

33% Own 57% Rent 10% Left blank/ Refused

C. Are you:

54% Male 43% Female 3% Left blank/ Refused

D. In what year were you born? Recoded into Age

32% 18 to 24 years 30% 25 to 34 years 23% 35 to 44 years 6% 45 to 54 years 5% 55 to 64 years 2% 65 years or older 2% Left blank/ Refused



C-9

E. Including yourself, how many adults 18 years and older traveled with you on your visit to Hollywood?

32% One 29% Two 9% Three 3% Four 2% Five or more 25% Left blank/ Refused

n Mean Median

Number of adults 18 to 24 years old that traveled to Hollywood 133 0.57 0.00





Number of adults 65 years and older that traveled to Hollywood 133 0.03 0.00

Number of adults that traveled to Hollywood 133 1.90 2.00

F. How many children under 18 years of age traveled with you on your visit to Hollywood?

53% None 16% One 6% Two 1% Three or more 25% Left blank/ Refused

n Mean Median

Number of children 0 to 5 years old that traveled to Hollywood 133 0.17 0.00



Number of children that traveled to Hollywood 133 0.40 0.00

Total number that traveled to Hollywood (data at both questions) 121 2.32 2.00



C-10

G. What ethnic group do you consider yourself a part of or feel closest to?

45% White 21% Latino(a) or Hispanic 13% African American or Black 7% Asian 3% Pacific Islander 7% Other (Specify: ________) 5% Left blank/ Refused

H. Which of the following best describes your total annual household income before taxes?

20% Under $25,000 26% $25,000 to $49,999 23% $50,000 to $74,999 14% $75,000 to $99,999 8% $100,000 to $149,999 5% $150,000 to $199,999 3% $200,000 or more 2% Left blank/ Refused

Thank you for your time. Please return this survey to the person who handed it to you to receive your gift

card.


Appendix D: Web Survey Toplines – Hollywood U Students

D-1

APPENDIX D: HOLLYWOOD U STUDENT WEB SURVEY

TOPLINES

Web Survey

August 2010

Toplines

Hollywood POA – Student Web Survey (n=266) ````````````````````````````````````````````````````````````````````````````````````````````````````````````````````` Introduction:

Please take a few minutes to complete this short survey about the Hollywood community. The goal of this survey is to gather feedback on how to make Hollywood a better place for students. This survey should take less than 10 minutes of your time.

All information you submit will be held confidential by BW Research and only group statistics will be reported. Individual data will not be reported. Thank you in advance for participating in this important research.


Screeners & Introductory Questions A. Do you currently live in the Hollywood area? 68% Yes 32% No 0% Refused [Thank and terminate] B. What is your zip code while attending school? 1% 90004 (South) 1% 90027 (Los Feliz Area) 53% 90028 (Hollywood Core) 0% 90029 (Near LA City College) 1% 90036 (South West) 6% 90038 (South Hollywood Closer to Beverly Blvd) 3% 90046 (Near LA City College) 7% 90068 (North Hollywood/ Hills) 27% Other (Specify: ________) 1% International (Specify country: _____________) 0% Don’t know/ Refused [Thank and terminate]



D-2

C. In addition to going to school, do you also work in Hollywood? 16% Yes, I work in Hollywood 81% No, I do not work in Hollywood 3% Refused `````````````````````````````````````````````````````````````````````````````````````````````````````````````````````

1. Why did you choose to go to school in Hollywood? Please check all that apply. 82% The reputation of the school 58% The location is the center of the entertainment industry 33% Access to Los Angeles cultural resources and venues 24% Excitement of Hollywood’s nightlife and activities 5% Other, Close to home or work 1% Other, Weather 1% Other, Specify_______________________ 2% Refused Current Consumer Behavior Downtown Hollywood is the area where you find places like the Chinese Theatre, Pantages Theatre, and Arclight Theatre. {SHOW MAP OF DOWNTOWN HOLLYWOOD] 2. In general, how often do you visit the businesses, stores, and restaurants in

Downtown Hollywood?

66% Several times a week 17% Once a week 8% At least once a month 6% Less than once a month 3% Never (Skip to Q4) 0% Refused (Skip to Q4) 3. Do you visit the businesses, stores, and restaurants in Downtown Hollywood

primarily in the day, during the evening, or both? Percentages among those who have visited (Q2), n=259 24% Day 7% Evening 68% Both 2% Refused



D-3

4. If you were to describe Downtown Hollywood in one word, what word would you choose?

14% Dirty 11% Crazy/ wild/ party 7% Scary/ evil 6% Exciting/ vibrant 6% Crowded/ congested 5% Busy 5% Diverse/ variety 4% Touristy 4% Hollywood/ celebrity 3% Weird/ funky 3% Eclectic 3% Entertaining 3% Awesome/ amazing 2% Cool 2% Different 2% Lively 2% Interesting 2% Homeless 2% OK 2% Fun 2% Unique 1% Great 1% Overrated 1% Young/ new 1% Noisy/ obnoxious/ excessive 1% Glamorous/ fabulous 1% Improved/ better 6% Other 1% Left blank/ Refused



D-4

Consumption Preferences and Drivers 5. If you could change two things to make Downtown Hollywood a better place to visit,

what changes would you make? 24% Less homeless / More shelters 24% Clean up this place 14% More affordable 11% Do something about the traffic 11% Increase parking 10% Increase safety and police presence 7% Plant more trees/ more benches 6% Better public transportation 5% More restaurants choices 4% Increase shopping opportunities 3% Increase activities for kids and families 3% Fix the streets and sidewalks 2% Have more establishments that stay open later 2% More galleries, theaters, and landmarks 2% Decrease the amount of tourists 1% Less development 1% Too many people 4% Nothing, I like it the way it is 4% Other 8% Left blank/ Refused 6. Generally speaking, how satisfied are you with the dining options in Downtown

Hollywood? 25% Very satisfied 55% Somewhat satisfied 11% Somewhat dissatisfied 6% Very dissatisfied 3% Don’t know/ Refused 7. Generally speaking, how would you rate the quality of your dining experience in

Downtown Hollywood? 10% Excellent 54% Good 23% Fair 8% Poor 1% Very poor 4% Don't know/ Refused



D-5

8. On average, how much money do you spend a week eating out in Downtown Hollywood?

3% $0 per week 8% $1 to $10 per week 13% $11 to $20 per week 12% $21 to $30 per week 7% $31 to $40 per week 12% $41 to $50 per week 10% $51 to $99 per week 14% $100 per week 8% $101 or more per week 15% Refused Average = $57.53 Median = $50.00 9. Would you be interested in paying in advance to “load” a debit-style dining card that

would allow you to take advantage of student discounts when paying for meals at various dining, coffee, and/or grocery establishments in Downtown Hollywood?

45% Very interested 30% Somewhat interested 21% Not too interested 5% Don’t know/ Refused



D-6

10. Please name the two or three restaurants or eating establishments you would most like to have located in Downtown Hollywood.

16% Ethnic Food 11% Chili’s/ Cheesecake Factory 9% Mexican food 7% Olive Garden 7% Various burger joints 6% Various pizza shops 6% Diners and delis 6% Wendy's/ McDonalds/ Jack in the Box etc. 5% Panera/ bakeries 5% Chipotle 4% In-n-Out and Sonic Burger 4% Chick-fil-a 3% Seafood restaurants 2% Pubs, bars, and clubs 2% Independent shops 2% Various yogurt and ice cream shops 2% Various steak houses 2% Various coffee shops 2% Sports-themed restaurants 2% Grocery stores 1% Panda Express 1% Portillos/ Der Weinerschnitzel 1% Rubio's and Wahoo's Fish Tacos 1% Wing Stop/ Hot Wings 1% Yard House 16% Other 16% Left blank/ Refused

Grouped into Larger Categories

61% Restaurant (e.g., Applebee's, Cheesecake Factory, Ruth's Chris) 18% Ethnic food restaurant 9% Specialty store (e.g., hardware, candy store) 2% Specialty grocery (e.g., Trader Joe's, Whole Foods) 5% Other 16% Left blank/ Refused



D-7

11. Please indicate whether you agree or disagree with each of the following statements. Strongly Somewhat Somewhat Strongly No Agree Agree Disagree Disagree Opinion/ NA

A. Downtown Hollywood is a safe place to visit during the day .. 34% 55% 9% 1% 1% B. Downtown Hollywood is a safe place to visit after dark .......... 4% 30% 33% 29% 5% C. Downtown Hollywood is a unique place to visit .......................... 51% 36% 8% 3% 2% D. Downtown Hollywood is a better place to visit now than it was five years ago ....................... 14% 14% 7% 3% 62% E. It is hard to find parking in Downtown Hollywood ........... 66% 18% 8% 1% 8% F. Downtown Hollywood is dirty ... 52% 28% 14% 2% 4% G. Downtown Hollywood is a great place to work ....................... 19% 30% 13% 9% 30% H. Downtown Hollywood is easy to get around ............................ 18% 48% 22% 11% 1% I. Downtown Hollywood is a great place to live ......................... 12% 39% 22% 20% 8% J. Downtown Hollywood is a great place to go to school ............ 32% 46% 14% 5% 3% K. Downtown Hollywood has a lot going on ................................ 63% 32% 3% 1% 0% 12. Please indicate how satisfied you are with each of the following when you visit

Downtown Hollywood. Very Somewhat Somewhat Very Don’t Satisfied Satisfied Neither Dissatisfied Dissatisfied Know/ NA

A. The type of nightlife and bars ..................................... 31% 28% 20% 9% 2% 11% B. The type of stores .................... 19% 41% 19% 15% 5% 1% C. Availability of parking ................ 2% 8% 13% 23% 49% 6% D. Cost of parking ......................... 0% 5% 7% 23% 57% 8% E. The type of restaurants ........... 17% 53% 16% 8% 5% 1% F. The type of live music and performance venues ............. 33% 38% 11% 8% 2% 7% G. The local arts and cultural opportunities ......................... 24% 39% 18% 10% 4% 5%



D-8

13. Would you recommend Hollywood to your friends as a place to live and study? 63% Yes, would recommend 30% No, would not recommend 7% Refused If yes (n=169): What are the main reasons why you would recommend Hollywood to your friends as a place to live and study? 30% Lots of activities, there's always something going on 19% Center of the entertainment industry 18% Career in the entertainment industry 13% School 11% Unique and diverse 8% Great life experiences 7% The people are great 5% Central with access to everything 4% Walkability 3% Shopping opportunities 0% Lots of daytime activities 3% Other 6% Left blank/ Refused If no (n=78): What are the main reasons why you would NOT recommend Hollywood to your friends as a place to live and study? 37% Dirty 32% Dangerous and unsafe 31% Expensive 20% People are arrogant and obnoxious 14% Not enough parking 12% Too crowded 3% Public transportation is terrible 1% Not a good area 5% Other 1% Left blank/ Refused



D-9

Demographics

Your demographic information will be kept confidential and all data will be displayed in summary format only. A. What is your primary mode of transportation when you are going to school in

Hollywood? 41% Walk 29% Your own automobile 20% Public transportation (Bus and/ or Metro) 6% Friend’s or roommate’s automobile 3% Bicycle 1% Other, Specify_______ 0% Refused B. Where did you live before coming to school in Hollywood?

Please identify the City and State. If outside the United States, please identify your country of origin.

79% U.S. 21% Outside U.S. 0% Refused Inside U.S.: (n=210)

43% CA 7% TX 5% WA 4% DC 4% VA 3% CO 3% OH 2% AZ 2% NY 2% GA 2% IL 2% WI 1% CT 1% IN 1% MI 1% NC

1% NE 1% NV 1% NJ 1% OR 1% AK 1% AR 1% MN 1% MO 1% PA 1% TN 1% IA 1% KY 1% MD 1% PR 2% Other 0% Refused



D-10

Inside C.A.: (n=90)

42% Los Angeles County 13% Orange County 10% San Diego County 7% Riverside County 7% San Bernardino County 4% Alameda County 3% Ventura County 3% Sacramento County 3% San Luis Obispo County

2% Monterey County 2% Stanislaus County 2% Tulare County 1% Santa Clara County 1% Shasta County 1% San Mateo County 1% Santa Barbara County 1% Other County

Outside the U.S.: (n=55)

16% Italy 12% Australia 9% Sweden 8% Mexico 6% Singapore 6% Spain 5% Argentina 5% Colombia 5% Faroe Islands 5% Canada 5% United Kingdom

4% Germany 4% Ukraine 3% Switzerland 2% France 1% Brazil 1% Belgium 1% Lebanon 1% New Zealand 1% Puerto Rico 1% Czech Republic

C. How much money do you personally spend, as an individual, per month on rent

when you are in school in Hollywood?

2% $0 per month 10% Up to $499 per month 13% $500 to $699 per month 22% $700 to $899 per month 16% $900 to $1,099 per month 19% $1,100 or more per month 19% Refused

Average = $870.04 Median = $800.00



D-11

D. If there were a centralized dorm in Hollywood where students from any of Hollywood’s post-secondary schools could live, would you be interested in living there?

40% Yes, very interested 28% Somewhat Interested 19% Not at all interested 12% Not sure or need more information 2% Refused E. Are you:

73% Male 24% Female 3% Refused F. In what year were you born? 19_ _

34% Less than 21 years 27% 21 to 25 years 31% 26 years or older 8% Refused G. What ethnic group do you consider yourself a part of or feel closest to?

19% Latino(a) or Hispanic 2% Asian 9% African American or Black 2% Pacific Islander 58% White 4% Other (Specify: ______) 7% Refused

Thank you very much for participating! H. Date of Interview ___________________


Appendix E: Executive Interview Discussion Guide – Investors

E-1

APPENDIX E: INVESTOR EXECUTIVE INTERVIEW

DISCUSSION GUIDE

Hollywood POA Demographic & Economic Research June 2010

Executive Interview Discussion Guide (n=10) Investors

`````````````````````````````````````````````````````````````````````````````````````````````````````````````````````````````` INTRODUCTION: Hello, my name is __________ and I’m with BW Research, an independent research firm. I’m calling on behalf of Committee comprised of representatives from the Sunset & Vine Business Improvement District, the Hollywood Entertainment District and the Hollywood Chamber of Commerce and I got your name from [Insert referral name from sample]. Hollywood is interested in hearing from investors, employers and local decision-makers about the key issues and obstacles facing the development of Downtown Hollywood and the surrounding communities. (If needed): The results of this study will be used to better understand the needs of investors and employers in Hollywood. (If needed): Depending on your input, this discussion could take anywhere from 15 to 20 minutes of your time. Please be aware that all of your responses will be kept strictly confidential and all results aggregated so that nothing will be attributed to you individually unless you have given us permission to do so. Let’s go ahead and begin. ````````````````````````````````````````````````````````````````````````````````````````````````````````````````````````````````` Profile & General Information 1. Type of investor:

An employer in Hollywood: # of employees_________________

Real Estate developer commercial / residential / mixed _______

Other (specify________________________________________) 2. What is your title or position within the organization?



E-2

Downtown Hollywood Assessment 3. As we begin our discussion about Downtown Hollywood [IF NEEDED DESCRIBE THE

AREA] I would like to hear about your experience investing/developing/planning in/for the Downtown Hollywood area?

Use the following as probes if nothing mentioned and collect their specifics.

What has worked and why – success stories

What has not worked and why- challenges

What are the best opportunities you see for Hollywood in the future

What are the biggest challenges you see for Hollywood in the future 4. What are the factors that drive investment in the Downtown Hollywood area?

[WAIT FOR OPEN-ENDED RESPONSE AND THEN PROBE ON] What are the factors driving __________ in Downtown Hollywood:

Employment

Small business growth/expansion

Tourism

Demand for residential or commercial buildings

5. What are the obstacles or challenges in investing in the Hollywood area?

[WAIT FOR OPEN-ENDED RESPONSE THEN PROBE ON]

Traffic / Transportation / Parking

Working with local government and permitting process

Crime, safety and graffiti

Qualified workforce

Availability of investment capital



E-3

Impact of the Economic Downturn and Recovery 6. How has investing in the Downtown Hollywood area been impacted by the economic

downturn. a. How will the changes in the economic environment impact investment in

Downtown Hollywood into the future?

b. Where are the opportunities that will arise due to the changes in the economic environment?

c. What could be done to position Hollywood so that it is more attractive to investors

as we come out of this downturn?

7. With what other communities or cities is Hollywood competing for investment opportunities?

[WAIT FOR OPEN-ENDED RESPONSE AND THEN ASK]

a. What cities can we learn from in terms of best practices for Hollywood?

b. What cities can we learn from in terms of what not to do for Hollywood?

8. Are you comfortable with us quoting you directly as an employer/developer/planner in the

Hollywood community?

Thank you for your time!

Documents

BW Research Hollywood Report 3.0onlyinhollywood.org › ... › uploads › 2014 › 03 › BW-Research... · Research Inc. to conduct a comprehensive demographic research assessment