District of Squamish Recommendations

8/13/2019 District of Squamish Recommendations

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A N A L Y S I S A N D R E C O M M E N D A T I O N

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Downtown Squamish

Consumer Survey

Prepared by White Forest Consulting Supported by District of Squamish


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Introduction

A consumer research of Squamish residents and visitorswas conducted in order to: Learn what consumers are looking for to assist prospective business

investors Learn what consumers are looking for to assist existing businesses

refine their product/service mix.

The purpose of study is to refine the response from the2005 District of Squamish Retail Strategy by bettertargeting the retail needs of Downtown Squamish

The study was conductedpro bonoby White ForestConsulting, a non-profit consulting society.


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Methodology

Respondents were segmented by the residentialgeographical origin: Squamish Residents Regional Resident: residents of nearby districts, such as Pemberton,

Whistler, and Lions Bay. Visitors: visitors of Squamish from Greater Vancouver as well as

other locations

District of Squamish provided the incentive for filling thesurvey: grand prize of iPad Mini, as well as giftcertificates to local businesses

Surveys were conducted between August 10thSeptember 7th, 2013. Online: FluidSurveys (www.fluidsurveys.com) Offline: Farmers Market, Adventure Center, special events


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Response Analysis

We received 668 responses in total. The # of responsesgives us a reasonable error level for 95% confidence.

Market Segment Frequency Pop. Size (estimate) Error Level (95% c)Squamish Residents 489


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Initial Analysis

The analysis of raw data reveals several trends thatcommonly occur across different market segments.

For Squamish and Regional Residents:

These market groups are looking for quality retail and diningservices from Downtown Squamish.

For Regional Residents and Visitors:

These two groups are looking for anchor events / retail to givethem a reason to visit downtown.

For Visitors:Visitors lack knowledge of Downtown Squamish as well as a

compelling reason to visit Downtown.


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Quality, selection, and convenienceare the drivers for

retail / dining in Downtown Squamish for both SquamishResidents and Regional Residents.

Section I: Retail and Dining

Selection


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Retail and Dining Squamish Residents

For Squamish residents who get >50% of shopping done outside ofDowntown Squamish, they are purchasing specialized retail, furnishing /appliances, and clothing outside of Downtown.

The group also reported that they would spend more time shopping inDowntown Squamish if their needs in Clothing, Books, Outlet, Furnishing /

Appliances are met.

Shopping for hardware, furnishing,specialized retail, and clothing is not donein Downtown Squamish

Items that would give Squamish Residentsa reason to shop in Downtown


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Retail and Dining Squamish Residents

Squamish Residents are not shopping in Downtown due toSelection, Pricing, and Quality offered by shops elsewhere.

Squamish residents are looking for wider selection ofretailers, more convenient shopping hours, and morechoices for dining in Downtown Squamish.

Residents are shoppingELSEWHERE due to betterselection, pricing, and quality.

Residents are looking for morechoices and convenience for retailand dining in Downtown.


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Retail and Dining Regional Residents

Regional respondents shopping and dining needs are metelsewhere in Squamish. They also responded that they had notime to visitDowntown Squamish.

Respondents need a unique reason to Visit downtown (such asthe Farmers Market, which drew >50% of respondents).

Residents do not have a good reason tovisit Downtown due to their shoppingneeds being met elsewhereOther: Not specified by respondents

Unique experiences such asFarmers Market draws majorityof Regional Residents visitors


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Retail and Dining Regional Residents

Another pattern that repeats is that RegionalResidents are rating quality, convenience, andselectionas priorities for Downtown development.

Regional residents are looking forquality, selection, and conveniencein Downtown experience.


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Retail and Dining - Recommendation

Based on the above analysis, we recommend that theDistrict of Squamish implement policies andconditions that favour the growth and creation ofunique, quality retailand diningexperience.

This can be done through:1. Tax based incentives in development policies

2. Modernization of downtown infrastructure3. Start-up and business owner support


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Tax Based Incentives &Infrastructure Modernization

Introduce tax exemption on downtown properties topromote business growth

Downtown-wide Wi-Fi or high speed internet.

Convenient for business owners, residents, and visitors Conveys a modern and advanced impression to users

Contaminated land usage endorsement. The District of Squamish can create a program to encourage

investors to purchase the unused lands to transform them intousable facilities


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Start-up and Business Owner Support

Franchise Package and Guidelines. For entrepreneurs and current business owners

Should contain detailed and updated information onSquamishs growth, market segments, policies, infrastructures,

and future prospects

Offer training and networking sessions. Could be done in partnership with local governments, BIA, as

well as neighbouring business communities

Educate and encourage business owners to co-operate to achieve economies of scale.


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Squamish/ Regional Residents as well as Visitors are looking for

Anchor Events / Unique Experiences that will provide incentives tovisit Downtown Squamish.

Section II: Anchor Events and

Unique Experiences


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Anchor Events / Experiences

Few visitors are drawn to Downtown by itself; there needsto be an anchor event in order for Visitors to stop by.

Examples of such events include Farmers Market andOutdoor Recreation.

Unique experiences such asFarmers Market draws majorityof Regional Resident visitors

Stronger experiences are neededto draw Visitors from Vancouveror further


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Anchor Events / Experiences

All residents and visitorsare looking for stronger

reasons to visit specialevents, quality dining,unique shopping, andwaterfront activities.

The pattern occursconsistently throughoutthe survey responses.

Squamish Residents

Regional Residents

Visitors


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Squamish Resident

Specifically, Squamish residents identified cultureand arts as what they want Downtown to show.


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Anchor Events: Recommendations

Based on above analysis, we recommend that theDistrict of Squamish creates large scale anchorevents to encourage visitation.

Downtown Squamish must be easily identified and

accessed by visitors.

This can be done through:1. Increasing Squamish Residents consumption during slow

season2. Arts and Culture

3. Programming and Animation


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Squamish Residents during slow season

The District of Squamish can fill the void of touristsduring the winter by having winter-time programs.

Night Market

Requires construction of a covered area

Holiday attractions

Winter outdoor activities


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Arts and Culture

Provide venues.

Create a safe and comfortable space to host different types ofarts, such as exhibitions, live theatres, and performance arts

These venues would be well received especially on the

weekends (Friday Sunday)

Invite famous artists and their work.

Ex. Binale exhibition

Provides incentives for residents and tourists to visitDowntown Squamish


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Programming and Animation

Create policies and spaces that can encourage livelyinteraction between artists and audiences as well as

businesses and consumers.

Food carts

Local artist street performance

Sidewalk sales


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Majority of Visitors have no reason to visit Downtown as a

tourist destination.

Section III: Increasing

Knowledge of DT Squamish


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Increasing Knowledge

The top two unique reasons for Visitors NOT coming to Downtownis due to no time and not knowing the offerings of Downtown. No time: We interpret this as Downtown is NOT visitors destination.

Visitors are more likely to visit Downtown if they had betterknowledge of Downtown offerings.

Visitors are NOT going to downtown because a) it is not their primarydestination and b) they lack knowledge regarding downtown Squamish.


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Increasing Knowledge: Recommendations

Based on above analysis, we recommend that theDistrict of Squamish conduct marketing campaignsto showcase Downtown Squamish

This can be done through:1. Solidifying brand with signature activities and marketing to

appropriate groups

2. Ease of identification and access


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Brand and Marketing

Distribution of marketing materials be limited toBritish Columbia since these visitors compromises>75% of the group.

Signature events related to Squamish. Waterfront activities

Visitors from GreaterVancouver, VancouverIsland, and other B.C.regions comprises of >75%of market group


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Identification and Access

Identification. Signs on highways

Pamphlets or maps available at popular touristic attractions

Promotional campaign in British Columbia

Access. Offer frequent or free buses that connects Downtown

Squamish to the major touristic attractions


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Conclusion

Based on the data from the consumer survey, we recommend thatthe policies in these 3 broad areas be supported in order fordowntown Squamish to better serve the needs of residents and

visitors:1. Encourage creation and growth of unique shopping and dining

experiences2. Large scale anchor events to attract regional residents and

visitors to Downtown Squamish and high arts to enrichSquamish residents quality of living

3. Raise awareness about Downtown Squamish

These items are most effectively carried out with unityand co-operationbetween District of Squamish, BIA, and TourismSquamish.

Documents

District of Squamish Recommendations