Staunton Downtown Development Association’s Customer ... … · Web viewFacebook word of mouth. SDDA Thursday on website. Email. Mbu email. BPB in MBU. ... $50,001 to less than

Staunton Downtown Development Association’s Customer Perception and Behavior Survey

January 25, 2017

Table of Contents

Introduction...................................................................................................................................3

Shopping, Entertainment and Dining................................................................................4

Downtown Atmosphere............................................................................................................5

Downtown Functionality and Character...........................................................................6

Downtown Parking, Transportation, and Navigation................................................7

Downtown Interaction..............................................................................................................8

Downtown Awareness, Promotions, Events.................................................................14

Initiatives......................................................................................................................................19

Additional Comments..............................................................................................................20

Demographics.............................................................................................................................21

IntroductionThis report presents the results of the Staunton Downtown Development Association’s Customer Perception and Behavior Survey. The survey was conducted between September 22 and October 31, 2016. There were 871 participants and 711 complete responses. The results from each question, including the open-ended responses, are detailed in the following pages.

NOTES:

Negative references to individuals and businesses have been withdrawn with the note that only four comments were eliminated.

Please note that answers are shown as written, no attempt to correct misspellings, titles, or grammatical errors have been made.

Shopping, Entertainment and DiningQ1: Please rank your feeling using the following five-point scale.

Strongly Disagre

e

Disagree

Neutral (or do

not know)

Agree Strongly Agree

Rating Average

Response Count

Businesses provide good customer service 1% 3% 6% 57% 34% 4.2 866

Businesses provide a good variety for customers 2% 10% 13% 53% 21% 3.8 867

Businesses provide a variety of shopping options 3% 17% 17% 46% 17% 3.6 869

I prefer shopping Downtown to other locations 7% 24% 26% 25% 18% 3.2 865

Downtown has a variety of entertainment options 4% 19% 18% 46% 13% 3.4 865

Exciting events and activities occur in Downtown 3% 8% 17% 51% 21% 3.8 867

Restaurants offer a variety of dining options 1% 6% 8% 55% 29% 4.0 866

Restaurants offer a variety of family dining options 1% 13% 23% 47% 16% 3.6 864

Downtown has a variety of nightlife options 10% 25% 33% 26% 5% 2.9 867

Restaurants offer quality dining options 1% 4% 9% 56% 30% 4.1 866

Answered question 870Skipped question 1

Downtown AtmosphereQ2: Please answer the following using the same five-point scale. Downtown Staunton is…

Strongly Disagre

e

Disagree

Neutral (or do

not know)


Rating Average

Response Count

Welcoming to people from out-of-town 1% 4% 13% 46% 37% 4.1 865

Welcoming to locals 1% 5% 8% 52% 34% 4.1 864

Welcoming to both locals and visitors 1% 3% 14% 51% 31% 4.1 865

Welcoming to all racial and ethnic groups 3% 7% 30% 37% 22% 3.7 865

Friendly and comfortable for women 1% 4% 16% 50% 29% 4.0 866

Welcoming to students 1% 4% 24% 43% 28% 3.9 863

Child friendly 1% 6% 28% 45% 20% 3.8 864

Senior citizen friendly 1% 9% 30% 40% 21% 3.7 864

Accessible to those with disabilities 3% 17% 44% 27% 9% 3.2 865

Pet friendly 1% 6% 39% 38% 16% 3.6 862

Welcoming to LGBTQ visitors 1% 3% 50% 29% 17% 3.6 863

A place that makes me proud 2% 4% 17% 45% 32% 4.0 863

One reason I moved to Staunton 8% 16% 32% 24% 19% 3.3 844

The reason I moved to Staunton 13% 22% 42% 14% 8% 2.8 840

A place with a strong sense of community 1% 5% 18% 48% 27% 4.0 862


Downtown Functionality and CharacterQ3: Please answer the following using the same five-point scale. Downtown Staunton…

Strongly Disagree Disagree

Neutral (or do

not know)


Rating Average

Response Count

Is clean 0% 3% 5% 65% 27% 4.1 864

Is walkable 1% 3% 3% 56% 38% 4.3 863

Is bike friendly 4% 29% 39% 21% 7% 3.0 856

Has historic, preserved architecture 0% 1% 3% 42% 53% 4.5 864

Has enough dedicated green space 4% 34% 24% 30% 8% 3.0 859

Has adequate public gathering places 2% 22% 24% 42% 10% 3.4 861

Is safe during daytime hours 0% 0% 3% 53% 44% 4.4 862

Is safe during evening/night hours 2% 8% 20% 48% 22% 3.8 858

Is well lit 2% 11% 16% 56% 16% 3.7 862

Is safe during weekends 1% 1% 12% 58% 28% 4.1 857

Has a panhandling problem 11% 34% 39% 13% 4% 2.6 859

Has adequate police presence 1% 8% 26% 50% 14% 3.7 862

Is attractively landscaped 0% 5% 11% 54% 29% 4.1 862

Has attractive buildings 1% 3% 4% 48% 44% 4.3 859

Has affordable living options 4% 12% 50% 24% 9% 3.2 854

Has a variety of living options 3% 12% 47% 31% 8% 3.3 860

Has the amenities/businesses to support residential life 3% 21% 28% 37% 10% 3.3 863

Is a place I would recommend living 2% 11% 22% 43% 22% 3.7 860

Has enough welcoming and safe parks 3% 17% 16% 45% 19% 3.6 858

Has conveniently located pet stations 3% 15% 60% 15% 7% 3.1 859

Has appropriate noise levels 1% 4% 26% 54% 15% 3.8 859


Downtown Parking, Transportation, and NavigationQ4: Please answer the following using the same five-point scale. Downtown Staunton…

Strongly Disagre

e

Disagree

Neutral (or do

not know)


Rating Average

Response Count

Has appropriate directional signage for finding Downtown 1% 8% 13% 61% 18% 3.9 857

Has pedestrian signage that make it easy to navigate the Downtown 2% 14% 17% 54% 14% 3.6 859

Has signs that makes it easy to locate amenities that include ATM’s and public restrooms

4% 31% 34% 25% 6% 3.0 857

Has adequate public parking 7% 20% 15% 47% 11% 3.4 858

Has parking structures that are safe 1% 4% 22% 58% 16% 3.8 855

Has parking structures that are affordable 2% 8% 26% 50% 14% 3.7 854

Offers convenient off-street parking 4% 17% 19% 48% 12% 3.5 853

Has easy to find off-street parking 4% 22% 21% 43% 10% 3.3 858

Offers convenient on street parking 5% 19% 17% 47% 11% 3.4 855

Has off-street parking options that are safe 1% 6% 25% 52% 15% 3.7 855

Has accessible free parking 8% 21% 29% 34% 8% 3.1 855

Has car charging stations are conveniently located 5% 9% 68% 14% 4% 3.0 855

Has adequate public transportation (trolleys and buses) 4% 11% 32% 43% 11% 3.5 855

Has public transportation that is clean and safe 2% 6% 49% 33% 10% 3.4 855

Has trolley and bus stops that are well signed and conveniently located 3% 12% 39% 36% 10% 3.4 855


Downtown InteractionQ5: How often do you visit Downtown Staunton for the following:

At least every week

At least every

month

At least every few

months

Once or twice a

yearNever Rating

AverageResponse Count

Shopping 21% 35% 23% 16% 5% 2.5 744

Dining 26% 42% 20% 9% 3% 2.2 743

Entertainment 9% 29% 30% 20% 11% 2.9 741

Government Services 3% 10% 20% 32% 35% 3.9 742

Personal Services (hair salon, spa, etc.) 3% 14% 19% 15% 50% 3.9 744

Professional Services (attorney, bank, accountant, etc.) 13% 20% 13% 15% 38% 3.5 744

To attend a special event 4% 22% 34% 29% 10% 3.2 735

Other (please specify) 60


Responses to “Other” option for Question 5 include:

1. School and work2. Church-At least every week 3. We live in Churchville 4 days and Norfolk

3 days/week4. Harry Potter5. to attend church - at least every week6. Trolley maps and pamphlets are hard to

understand and especially for elder or special needs which there was a simpler form

7. I like to walk around to Pokemon GO gyms and pokestops downtown. It gives me motivation to walk around and get exercise.

8. plays movies 9. Go to Mary Baldwin functions regularly on

campus10. I go to church at St Francis11. my school is technically downtown! MBU12. To purchase health and organic food, Go

to market13. Just to walk around14. Glass Blowing15. Love the events - wish they were better

advertised16. Churches17. Work18. Staunton is my business meeting

destination.19. I eat lunch downtown a lot during the

week and on weekends with family and friends.

20. If I shop in Downtown, I am usually looking for gifts. I do most shopping at grocery stores and box stores in Waynesboro for clothes and daily conveniences.

21. Staunton Jams 4 times per year would be nice, or bring back Shakin' at the Station.

22. Sightseeing with visitors at least once a month.

23. Farmers Market every week! I also work in downtown.

24. The Dragon's Hoard is my favorite store. I visit that most often!

25. To take out of town guests26. Work27. work, walk28. work29. Socializing30. Bring Back SHAKIN' AT THE STATION31. Classes at MBU32. Just to get ice cream and walk around!33. work34. visit coffee shops often35. Whenever I find out there is one 36. Farmers Market37. Take a Walk38. Work39. church - couple of times a month40. Work on a daily basis41. Whenever they have it42. Work in Staunton43. MBU44. College45. Runnig/Biking 46. Show downtown to out of town visitors47. I work downtown daily48. Recreation (walking)49. Church Downtown50. I work downtown 51. church52. walking53. Religious services54. Staunton downtown is too prehistoric55. I drive around and avoid the downtown

area.56. Work57. Farmer's Market (Shopping/Dining)58. To attend Heifetz and Staunton Music

Festivals in summer59. Just to walk around with my family.60. Note - all my professional services are

either taken care of on line (banking) or generally out of town (medical).

Q6: How much do you normally spend in Downtown Staunton on a typical visit on the following:

Under $25

$25 - $50

$51 - $100

Over $100

Rating Average

Response Count

Shopping 40% 44% 14% 3% 1.8 732

Dining 27% 42% 27% 3% 2.1 734

Entertainment 51% 36% 12% 2% 1.6 712

Personal Services (hair salon, spa, etc.) 59% 26% 12% 4% 1.6 654

Professional Services (attorney, bank, accountant, etc.) 69% 9% 9% 14% 1.7 643


Q7: Name your three favorite places in Downtown Staunton. These can be businesses, restaurants, or public spaces (top ten answers are shown).

Q7: Name your three favorite places in Downtown Staunton. These can be businesses, restaurants, or public spaces.

Number Place #1 Place #2 Place #31 Split Banana Split Banana Split Banana2 American Shakespeare Center Depot Grill Byers Street Bistro3 Mill Street Grill Pufferbellies Farmers Market4 Byers Street Bistro Shenandoah Pizza Beverly Street5 Pufferbellies Byers Street Bistro Visulite6 Baja Bean Baja Bean Pufferbellies7 Clock Tower Visulite Pampered Palate8 Depot Grill Farmers Market Taste of India9 Shenandoah Pizza Taste of India Latitudes

10 Farmers Market American Shakespeare Center Antiques

Q8: Name three businesses, restaurants, or services you frequent outside of Downtown Staunton and their locations (top ten shown for each)

Q8: Name three businesses, restaurants, or services you frequent outside of Downtown Staunton and their locations.

Number Place #1 Place #2 Place #31 Walmart Martins El Puerto2 Target Kroger Kroger in Staunton3 Thai Staunton Walmart Ming Garden, Waynesboro4 Martins Target Mall, Harrisonburg5 Kroger Starbucks Maria's6 TJ Maxx TJ Maxx YMCA, 708 N Coalter St7 Newtown Baking Lowes Kohls/Waynesboro8 Lowes Food Lion Kroger Shopping Center9 Kohls Costco YMCA

10 Gypsy Hill Park Mi Rancho Children's museum Harrisonburg

Q9: If you do NOT visit Downtown Staunton for the following goods and services, please indicate why (check all that apply).

Poor Accessibility

/ Parking

Lack of or No

Selection

Poor Service

Better online

options

Lack of Quality

High Prices

Inadequate Hours

N/A (I visit downtown

for this good/service

)

Response Count

Specialty Shopping (gifts, fashion, jewelry, antiques)

64 112 12 134 18 196 96 307 650

General Merchandise (household goods, hardware, day to day goods)

83 313 9 135 18 211 101 112 648

Groceries 84 419 6 23 31 236 75 63 659

Dining 27 44 9 4 17 97 22 482 618

Entertainment 36 131 10 10 22 44 25 403 607

Personal Services (hair salon, spa, etc.) 64 135 15 12 26 148 57 241 569

Professional Services (attorney, bank, accountant, etc.)

53 79 11 45 15 33 32 342 549

answered question 686skipped question 185

Q10: Name your three top wants or needs for Downtown. Feel free to be broad in your answer (such as more green space or housing options) or specific (such as mentioning a particular store, restaurant, or service).

Q10: Name your three top wants or needs for Downtown.Number Place #11 Green space and parks2 Parking3 Restaurants / dining options4 Extended hours for downtown businesses, shops, and dining5 Entertainment, music, and nightlife6 Housing options7 Grocery store8 Pedestrian and Bicycle improvements9 Retail variety10 Activities for youth11 Public restrooms12 Community events

Downtown Awareness, Promotions, EventsQ11: Where do you get information about Downtown Staunton through sources other than social media (check all that apply)

Response Percent

Response Count

Posters 48.2% 331

Sandwich boards 19.9% 137

Email from businesses 33.5% 230

Radio (please indicate what station or stations in comment box below) 15.9% 109

TV (please indicate what station or stations in comment box below) 10.0% 69

Newspaper or Magazine (please indicate name of publication in comment box below) 28.5% 196

StauntonDowntown.org website 31.1% 214

Other website (please indicate site in comment box below) 5.7% 39

SDDA’s Thursday Downtown Lowdown Eblast 20.7% 142

Word of Mouth 76.3% 524

Other (please indicate in comment box below) 8.4% 58

Comments 221Answered question 687

Skipped question 184

Top comments from Question 11 include: 1. News Leader (57 mentions)2. Facebook (44 mentions)3. WHSV (21 mentions)4. Mary Baldwin (18 mentions)5. WMRA (15 mentions)6. WQSV (13 mentions)7. WNRN (11 mentios)

Q12: Social media has emerged as a popular way to learn about activities and events in Downtown. Please indicate what kind of social media you use to get information about Downtown (check all that apply).

Response Percent

Response Count

Facebook: Staunton Downtown Development Association’s Page 35.8% 246

Facebook: SDDA’s TJ Collins Interest List on Facebook 4.1% 28

Facebook: Individual Business Pages 42.5% 292

Facebook: Shop Staunton First Group Page 8.2% 56

Facebook: Events 39.7% 273

Twitter 5.5% 38

Instagram 10.9% 75

Snapchat 3.8% 26

Pinterest 2.6% 18

Content my friends post or share on their pages 44.8% 308

Not Applicable (I don’t use social media to learn about Downtown activities.) 25.9% 178

Other Social Media (please list) 3.6% 25answered question 687

skipped question 184

Comments from Question 12 include:

1. Staunton parks and rec Facebook2. Emails from the school--daily bulletin/ MBU

Twitter/ Instagram3. Facebook: Sarah Lynch's page :)4. text5. Staunton Farmers Market6. I hate social media7. Staunton Parks and Rec8. city of Staunton website,email9. E-mails10. Facebook word of mouth11. SDDA Thursday on website12. Email13. Mbu email14. BPB in MBU

15. Fetlife16. Tumblr17. Facebook-mbu18. Staunton, Augusta County & Shenandoah

Valley Facebook site I manage with 100's of photos of area.

19. I20. Emails21. FM Radio. WNRN, 3WV22. Radio 23. Really don't pay attention to downtown

because theater and drinking and foreign food don't interest me

24. search Staunton City's website25. Staunton tourism dept.

Q13: I receive the “Downtown Lowdown” e-blast on Thursdays.

Response Percent Response Count

Yes 24.8% 173No, but I would like to 34.0% 237No, I'm not interested 41.2% 287


Q14: The following questions are about the Downtown Discount Card. Please mark all that apply.

Response Percent

Response Count

I know about the Downtown discount card 24.6% 171I have the Downtown discount card 17.7% 123I know where to get the Downtown discount card 9.2% 64I don’t have the Downtown discount card but would like one 50.6% 352I’m not interested in the Downtown discount card (Please indicate why) 19.0% 132Comment: 21



1. I just signed up. 2. Don't go there enough to be worth it3. Do not visit downtown enough 4. Was not aware.5. I didn't know there was one.6. I don't live here. 7. I want to support these businesses by

paying full prices.8. grad student: dont have money9. I don't think it meets my shoppoing & dining

needs10. I do not shop downtown 11. Don't know what it is12. I will only live in this area for 6 more months

13. I do not frequent the businesses on the card enough to feel the need to have one.

14. I just ordered mine -- thanks!15. Too busy, grad student16. I don't shop enough downtown for it to be

beneficial17. Very little disposable income for things

other than the occasional coffee or lunch out

18. I don't think I would use it that often 19. Not enough selection of anything for males20. Not one person has asked me to sign up for

one.21. Never heard of a "downtown discount card."

Q15: The following is a list of special events that occur in Downtown Staunton. Please check all that apply to each event.

I am unaware

of this event

I am aware of this event but have

never gone

(Please indicate

why)

I have gone to

this event in the past and would like to go

back

I have gone to

this event in the past but do not intend to go back (Please indicate

why)

I go to this event on a

regular basis

This is one of my

favorite events

Response Count

American Shakespeare Center’s Productions at Blackfriars Playhouse

25 142 323 38 86 146 706

Shop Staunton First Saturdays (February, May, July, August, December)

355 127 160 11 46 13 702

Historic Staunton Foundation’s Winter Wine Festival

444 172 54 10 14 11 700

Staunton Farmers’ Market47 102 253 15 179 156 704

Historic Staunton Foundation’s Walking Tours

262 312 88 10 14 16 695

Spectacle & Mirth’s Shenandoah Fringe Festival

539 112 32 3 6 4 693

Earth Day339 151 132 7 45 25 688

Sunspots Studios and Glassblowing’s Virginia Hot Glass Festival

168 211 216 20 62 33 694

Bridge Day Staunton321 190 116 10 30 23 684

Staunton Jams (May and September)190 158 201 17 62 76 686

Heifetz International Music Institute’s Performances

222 258 115 11 40 53 685

Family Night Out426 162 64 3 21 13 682

Sunspots Studios and Glassblowing’s Staunton Folk Festival at the Sunspots Pavilion

296 204 129 5 39 24 689

I am unaware

of this event

I am aware of this event but have

never gone

(Please indicate

why)

I have gone to

this event in the past and would like to go

back

I have gone to

this event in the past but do not intend to go back (Please indicate

why)

I go to this event on a

regular basis

This is one of my

favorite events

Response Count

Queen City Potter Party353 180 85 4 18 57 683

Staunton Restaurant Week: Eat. Drink. Downtown.

256 182 160 9 52 47 690

Shenandoah Concert’s Shenandoah Valley Blues & Brews Festival

253 267 107 11 33 19 684

Staunton Music Festival240 235 132 6 46 41 689

SPAC’s PAC ‘n the Streets266 172 151 27 37 35 680

SAAC’s Craft Beer and Craft Festival395 187 59 4 27 14 681

Halloween Downtown245 212 132 9 48 49 683

Sparkles & Sweets331 118 104 9 62 78 686

Veterans Day Parade287 170 135 16 48 32 680

Small Business Saturday335 113 131 5 71 37 680

Staunton Christmas Parade160 125 207 35 98 85 692

Comments221


Top comments from Question 15 include:1. Scheduling conflicts and lack of time2. Not interested in events3. Don’t attend events geared towards kids/families4. Hard to attend events with kids5. Don’t drink alcohol6. Lack of parking / access7. Too pricey

8. Out of town

InitiativesQ16: I support keeping the County Courthouse in Downtown.

Response Percent

Response Count

Yes 75.4% 535No 4.6% 33Undecided 20.0% 142


Q17: I would spend more time in Downtown if there was more dedicated open public space.

Response Percent

Response Count

Yes 52.0% 367No 16.9% 119Undecided 31.2% 220


Additional CommentsQ18: Please indicate anything you would like to add about Downtown Staunton not already covered in the survey.Top issues mentioned in the comments include:

1. Already love Downtown Staunton2. Parking3. Green space / open space4. Restaurants5. Retail variety6. Pedestrian improvements7. Empty storefronts

DemographicsQ19: What is your gender?

Response Percent

Response Count

Male 19.8% 140Female 78.4% 555Prefer Not to Answer 1.8% 13


Q20: How old are you?

Response Percent

Response Count

Under 18 1.7% 12

18-25 23.3% 165

26-35 18.2% 129

36-45 19.0% 134

46-55 12.9% 91

56-65 16.5% 117

66-75 7.2% 51

76 or older 1.1% 8Answered question 707


Q21: Where do you live?

Response Percent

Response Count

Downtown Staunton 9.3% 66City of Staunton Outside of Downtown 37.5% 266College Student on Downtown Mary Baldwin Campus 12.7% 90College Student off Downtown Mary Baldwin Campus 2.5% 18City of Waynesboro 4.2% 30Augusta County Outside of Staunton or Waynesboro 24.7% 175Outside of Augusta County 3.9% 28Other 5.1% 36



1. Rockingham County2. grad student but live in waynesboro va3. Harrisonburg but long-time resident of

Staunton and own property there4. Giles County, Virginia 5. Albemarle County6. MBU Grad Student in city of Staunton

outside of downtown7. MDCHS student: Fishersville8. Rockbridge County9. Fishersville 10. college student of mary baldwin physical

therapy program 11. Charlottesville12. Harrisonburg13. I have a residence in Staunton; but divide

my time between my residence in CA and Staunton.

14. Fishersville15. Buena Vista, VA16. Live in Staunton with my mother outside of

downtown when I'm in school at Murphy Deming. Otherwise I live in North Carolina - but visit often.

17. harrisonburg18. Roanoke19. Own a farm in Churchville that we use on

weekends/ summer

20. Sears Hill, which is inexplicably excluded from downtown's tax and other benefits b/c it's on the wrong side of the RR. If Staunton actually, viably wants to improve the lives and businesses of those who live and work off East Beverley, it will extend its incentives to places like Sear Hill, Newtown and the West End. To concentrate on the narrow tourist strip from Trinity church to Stonewall Jackson Hotel is arbitrary, capricious and abundant unfair to city taxpayers.

21. Draft22. Middlebrook 23. Lexington24. Charlottesville, but I work for MBU25. Chesterfield26. Newtown Historic district27. Professional on Mary Baldwin Campus28. Crozet29. Mary Baldwin 30. Fairfax but own property in downtown31. Charlottesville 32. Charlottesville33. Charlottesville and part time in fishersville34. Afton35. Based on the map you provided I am just

barely outside of "downtown" Staunton. 36. Harrisonburg

Q22: What is your highest education level?

Response Percent

Response Count

High school incomplete or less 1.0% 7High school graduate or GED 5.5% 39Some college 23.1% 163College degree 37.2% 263Masters degree or higher 33.2% 235


Q23: Which of the following best describes your race?

Response Percent

Response Count

White 87.9% 617Black or African-American 4.6% 32Asian or Asian-American 1.3% 9Mixed Race 2.3% 16Native American 0.1% 1Hispanic/Latino 2.0% 14Other 1.9% 13


Q24: Do you have children or grandchildren? Please enter the number you have and their ages:

Do you have children or grandchildren?

Do you Have Children

Do you Have Grandchildren

Yes351

Respondents110

Respondents

Q25: Please indicate your household income level.

Response Percent

Response Count

Less than $10,000 13.1% 84$10,000 to less than $20,000 6.1% 39$20,001 to less than $30,000 6.2% 40$30,001 to less than $40,000 6.7% 43$40,001 to less than $50,000 9.8% 63$50,001 to less than $75,000 18.4% 118$75,001 to less than $100,000 17.1% 110$100,001 to less than $150,000 15.7% 101$150,001 or more 6.9% 44


Q26: What statement below best describes your job status?

Response Percent

Response Count

Employed full-time 47.4% 334Employed part-time 9.8% 69Full time student 21.8% 154Retired 10.2% 72Self-employed 7.8% 55Unemployed 3.0% 21


Q27: Do you own or rent your home?

Response Percent

Response Count

Own 62.0% 429

Rent 23.4% 162

Other 14.6% 101Answered question 692


Documents

Staunton Downtown Development Association’s Customer ... … · Web viewFacebook word of mouth. SDDA Thursday on website. Email. Mbu email. BPB in MBU. ... $50,001 to less than