Urban District Consumer Survey2020 OVERALL RESULTS REPORT
EDITION ONE — JULY 13, 2020
A 2020 PUBLICATION CREATED BY
THE INTERNATIONAL DOWNTOWN ASSOCIATION
ABOUT IDA
RRC Associates
Research Partner for the 2020 Urban District Consumer Survey RRC is a market research firm focused on providing actionable consumer and resident research for cities, districts, resorts and destination marketing organizations (DMOs). The team at RRC has been compiling custom data and providing strategic insights for 37 years and has completed thousands of projects for hundreds of clients. Research methods include intercept surveys, online surveys, app development, open link feedback channels, kiosk surveys, benchmarking, NPS measurement, and focus groups. RRC’s research professionals translate the results from these tools into actionable analysis and recommendations to help clients make smart, data-driven decisions. More information is available at www.rrcassociates.com.
CEO: Sean Maher
Data Analyst: Ethan Adams
Research Analyst: Colin Cares
IDAThe International Downtown Association is the premier association of urban place managers who are shaping and activating dynamic downtown districts. Founded in 1954, IDA represents an industry of more than 2,500 place management organizations that employ 100,000 people throughout North America. Through its network of diverse practitioners, its rich body of knowledge, and its unique capacity to nurture community-building partnerships, IDA provides tools, intelligence and strategies for creating healthy and dynamic centers that anchor the well-being of towns, cities and regions of the world. IDA members are downtown champions who bring urban centers to life. For more information on IDA, visit downtown.org.
IDA Board Chair: Tami Door, President & CEO, Downtown Denver Partnership
IDA President & CEO: David T. Downey, CAE, Assoc. AIA, IOM
International Downtown Association 910 17th Street, NW, Suite 1050 Washington, DC 20006 202.393.6801 downtown.org
© 2020 International Downtown Association, All Rights Reserved. No part of this publication may be reproduced or transmitted in any form—print, electronic, or otherwise—without the express written permission of IDA.
CONTENTS
Table of Contents
About the Research 4
Demographic Profile 5
Pace of Lifting Restrictions 6
Business & Activity Reopening 7
Comfort Level with Visiting/Participating Currently 8
Importance of Precautions 9
Level of Concern 10
Impact of Crisis on Spending 11
Expectations for Resuming Spending 12
Welcoming Visitors & Intent to Travel 13
4 IDA & RRC Associates | Urban District Consumer Survey
IDA | Urban District Consumer Survey
About the Research
Many states and communities are rethinking the pace of reopening due to recent spikes inCOVID-19 cases. During this uncertain time, it is critical for city and downtown leaders toknow how their residents are feeling about reopening and their priorities concerning safetyand economic issues.
As a service to our members, IDA has partnered with RRC Associates to survey residentsand provide insights into their opinions. This dashboard summary presents the results fromall respondents from the US and Canada.
The data can be critically important in helping to shape your planning and messaging for thepublic. We recommend that you share it with your partners at the City, Chamber, CVB/DMO,etc. as well as your business stakeholders.
If you have questions about the results, please contact Sean Maher at RRC Associates:[email protected].
.
Number of Participating Districts in the Study by State
11
3
11
1
11
1
© Mapbox © OSM
United States
1
© Mapbox © OSM
Canada
1,612Overall Surveys to
Date
Sample Size:
DistrictOverall
5downtown.org | © 2020 International Downtown Association
.
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or older
Avg.
n=
2%
15%
20%
20%
22%
17%
4%
50.9
1,376
Age of respondent
Single, no children
Single with children at home
Single, children no longer at home(empty nester)
Couple no children
Couple with children at home
Couple, children no longer at home(empty nester)
Multi-generational home(grandparents, parents, children)
n=
19%
4%
5%
25%
25%
18%
5%
1,375
Which best describes your currenthousehold status?
IDA | Urban District Consumer Survey
Demographic Profile
Yes
No
Not sure
n=
30%
63%
6%
1,386
Do you have any preexisting healthconditions that place you in a higher riskcategory for COVID-19? Overall
4%
68%
28%
1%
n=1,390
Respondent Gender
FemaleMaleOther/Self-identifyPrefer not to answer
DistrictOverall
6 IDA & RRC Associates | Urban District Consumer Survey
IDA | Urban District Consumer Survey
Pace of Lifting Restrictions
Moving too fast
About right
Moving too slowly
Not sure
n=
50%
31%
15%
4%
1,595
How would you rate the pace of lifting restrictions on businesses and public gatherings inyour community?
Business/Activity Reopening & Comfort Level withVisiting/Participating CurrentlyRespondents were asked which businesses and activities they think should be open now in their community.
1 Restaurants offering outdoor seating
2 Hotels and lodging
3 Parks and playgrounds
4 Retail stores
5 Offices and professional firms not open to the general public
Overall, the top five businesses and activities that respondents think should be open now in their communityare:
The figure on the following page explores these results in greater detail. As a follow-up, respondents were asked"Now thinking of those same activities and businesses, how comfortable would you be in visiting them orparticipating at the current time?" Detailed results are on page 4.
DistrictOverall
7downtown.org | © 2020 International Downtown Association
IDA | Urban District Consumer Survey
Business & Activity Reopening
Rating Category n=
Restaurants offering outdoor seating 1,482
Hotels and lodging 1,359
Parks and playgrounds 1,391
Retail stores 1,391
Offices and professional firms not opento the general public
1,393
Public libraries and local governmentbuildings
1,363
Barber shops and salons 1,404
Outdoor festivals, farmers markets, etc. 1,326
Restaurants offering indoor seating 1,373
Organized running events or charitywalks
1,325
Outdoor concerts or gatherings 1,351
Gyms and recreation centers 1,385
Movie theaters 1,407
Spectator sports (baseball, etc.) 1,357
Indoor concerts and performances 1,441
87% 13%
85% 15%
82% 18%
78% 22%
78% 22%
72% 28%
70% 30%
66% 34%
47% 53%
44% 56%
42% 58%
39% 61%
36% 64%
35% 65%
20% 80%
Assuming new health, safety and social distancing guidelines (such as maintaining six-footdistancing, providing hand sanitizing stations and wearing face coverings) are followed, doyou think the following businesses and activities should be open now in your community?Percent Responding "Open" and "Not Open". "Not Sure" Excluded.
*Categories are sorted in descending order by the percent responding "Open."
DistrictOverall
Open Not Open
8 IDA & RRC Associates | Urban District Consumer Survey
IDA | Urban District Consumer SurveyComfort Level with Visiting/Participating Currently
Rating Category Avg. n= Somewhat/VeryUncomfortable (1 & 2)
Somewhat/ Very Comfortable(3 & 4)
Parks and playgrounds 2.8 1,495
Offices and professional firms not opento the general public 2.8 1,444
Restaurants offering outdoor seating 2.8 1,520
Retail stores 2.6 1,518
Public libraries and local governmentbuildings 2.5 1,501
Hotels and lodging 2.5 1,498
Outdoor festivals, farmers markets, etc. 2.5 1,490
Barber shops and salons 2.4 1,510
Organized running events or charitywalks 2.2 1,458
Outdoor concerts or gatherings 2.1 1,506
Restaurants offering indoor seating 2.0 1,520
Spectator sports (baseball, etc.) 1.9 1,486
Gyms and recreation centers 1.8 1,499
Movie theaters 1.8 1,507
Indoor concerts and performances 1.6 1,514
36% 64%
36% 64%
39% 61%
48% 52%
48% 52%
48% 52%
50% 50%
52% 48%
64% 36%
65% 35%
66% 34%
71% 29%
73% 27%
75% 25%
81% 19%
Now thinking of those same activities and businesses, how comfortable would you be invisiting them or participating at the current time?Average Rating and Percent Responding 1 - 4.
*Categories are sorted in descending order by the average rating.
1 - Very Uncomfortable2 - Somewhat Uncomfortable
3 - Somewhat Uncomfortable4 - Very Comfortable
DistrictOverall
9downtown.org | © 2020 International Downtown Association
IDA | Urban District Consumer Survey
Importance of PrecautionsOverall Only
Rating Category Avg. n= Not Important (1 & 2) Neutral (3) Somewhat/ VeryImportant (4 & 5)
Hand sanitizer available tocustomers 4.6 1,509
Regular disinfecting/cleaningregimen prominently posted 4.6 1,507
All employees required to wear amask 4.5 1,509
Enforced social distancing practices 4.4 1,509
All customers required to wear amask 4.4 1,508
Limited number of customersallowed in a business at one time 4.3 1,509
Plexiglass barriers at checkout 4.2 1,508
Assurance of employee testing forCOVID-19 4.1 1,508
Merchandise quarantine ormandatory steaming of garmentsthat are tried on
3.8 1,507
Safety certification by localgovernment or independentinspector
3.7 1,506
Temperature checks required forcustomer entry/employee entry 3.7 1,509
5% 4% 92%
5% 5% 91%
8% 6% 87%
9% 5% 86%
10% 7% 82%
11% 6% 83%
10% 10% 80%
9% 15% 76%
16% 18% 67%
17% 20% 63%
17% 20% 64%
How important are the following precautions in making you feel more comfortable and safeif you were to go out to shop, dine or attend a public gathering?Average Rating and Percent Responding 1 - 5.
*Categories are sorted in descending order by the average rating.
1 - Not at all Important2 - Somewhat Unimportant3 - Neutral
4 - Somewhat Important5 - Very Important
DistrictOverall
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IDA | Urban District Consumer Survey
Level of Concern
Rating Category Avg. n= Not Very/Not at allConcerned (1 & 2)
Somewhat/ VeryConcerned (3 & 4)
Risk from COVID-19 to the health of vulnerablegroups such as seniors and those with preexistinghealth conditions
3.7 1,487
Loss of restaurants, retailers and other smallbusinesses in your community 3.6 1,489
A national or global economic recession 3.4 1,478
Financial impact on family members or friends 3.3 1,482
Risk of you or your family contracting COVID-19 3.3 1,488
Local hospitals being overwhelmed with infectedpatents 3.2 1,485
Loss of quality of life from the inability to do thingsyou enjoy 3.0 1,482
Losing your job or continuing to be unemployed 2.6 1,451
5% 95%
7% 93%
10% 90%
14% 86%
18% 82%
21% 79%
31% 69%
47% 53%
Over the next 3-6 months, how concerned are you about the following?Average Rating and Percent Responding 1 - 4..
*Categories are sorted in descending order by the average rating.
DistrictOverall
1 - Not at all Concerned2 - Not Very Concerned3 - Somewhat Concerned4 - Very Concerned
11downtown.org | © 2020 International Downtown Association
IDA | Urban District Consumer Survey
Impact of Crisis on Spending
Rating Category Avg. n=Slightly/
SignificantlyDecreased (1 & 2)
Stayed the Same(3)
Slightly/Significantly
Increased (4 & 5)
Groceries 3.8 1,456
Home improvement projects 3.5 1,445
Medical or emergency preparedness (home first aidsupplies, etc.) 3.4 1,452
Home entertainment (music, premium televisions channels,etc.) 3.3 1,455
Alcoholic beverages 3.1 1,435
Furnishings/Appliances 2.6 1,431
Athletic goods (fitness equipment, bicycles, running gear,etc.) 2.3 1,401
Restaurant meals including takeout and delivery 2.1 1,458
Fashion - apparel, shoes, etc. 1.8 1,448
Beauty and grooming products/services 1.7 1,444
Entertainment and recreation outside the home 1.5 1,449
Leisure travel 1.4 1,448
10% 28% 62%
12% 37% 51%
7% 53% 39%
12% 51% 37%
18% 53% 30%
29% 59% 12%
47% 42% 11%
67% 16% 17%
76% 20% 4%
79% 19% 2%
87% 8% 5%
87% 10% 2%
Please tell us how the crisis has impacted spending by you and your family. Using the scalebelow, which category best describes your spending on the following:Average Rating and Percent Responding 1 - 5..
*Categories are sorted in descending order by the average rating.
DistrictOverall
1 - Significantly Decreased2 - Slightly Decreased3 - Stayed the Same4 - Slightly Increased5 - Significantly Increased
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IDA | Urban District Consumer Survey
Expectations for Resuming Spending
Rating Category Segment n=
Medical or emergency preparedness(home first aid supplies, etc.)
Overall 1,002
Groceries Overall 1,193
Home entertainment (music, premiumtelevisions channels, etc.)
Overall 991
Home improvement projects Overall 1,076
Beauty and groomingproducts/services
Overall 1,239
Alcoholic beverages Overall 1,023
Athletic goods (fitness equipment,bicycles, running gear, etc.)
Overall 1,022
Restaurant meals including takeoutand delivery
Overall 1,249
Furnishings/Appliances Overall 991
Fashion - apparel, shoes, etc. Overall 1,188
Entertainment and recreation outsidethe home
Overall 1,265
Leisure travel Overall 1,245
15%21%49% 8%7%
18%20%47% 6%8%
11%14%17%52% 6%
20%26%41% 9%
20%30%36% 9%
16%14%18%46% 6%
11%25%27%29% 8%
15%28%27%26%
17%22%25%29% 6%
13%30%32%21%
21%33%25%18%
33%31%18%12% 6%
Now thinking of these same items, how quickly do you expect to resume your normal (priorto COVID-19) spending patterns?Average Rating and Percent Responding. "Not Sure" Excluded.
*Categories are sorted in descending order by the average rating.
1-4 Weeks (1)1-6 Months (2)6-12 Months (3)
More Than a Year (4)Likely Never (5)
DistrictOverall
13downtown.org | © 2020 International Downtown Association
.
Very Likely (1)
Likely (2)
Unlikely (3)
Very Unlikely (4)
Avg.
n=
19%
19%
18%
43%
2.9
1,371
How likely are you to travel this summer(July/August) that involves overnight staysaway from home?
Very Likely (1)
Likely (2)
Unlikely (3)
Very Unlikely (4)
Avg.
n=
19%
24%
24%
33%
2.7
1,318
How likely are you to travel this fall(September through November) thatinvolves overnight stays away from home?
IDA | Urban District Consumer Survey
Welcoming Visitors & Intent to Travel
Yes, with no restrictions
Yes, with some restrictions
No
Not sure
n=
13%
52%
25%
9%
1,419
Do you think your community should welcome overnight visitors this summer and fall as away to support the local economy and small businesses with jobs and tax revenues?
DistrictOverall
International Downtown Association
910 17th Street NW, Suite 1050
Washington DC 20006
202.393.6801 | downtown.org
© 2020 International Downtown Association, All Rights Reserved