1. DSA BusinessRecruitment SurveyResultsSummary of participants, sector evaluations and unrestrainedsuggestions

2. Purpose of StudyPrimary endpoints To solicit feedback of persons who live, work or shop in Somerville of their opinions of the current mix of Retail, Restaurant and Services within the Borough of Somerville. - To gain a sense of their preferences of types of businesses in each category to solicit to open in Somerville.- Develop a list of potentially desirable tenants to work with existing property owners to establish mutual goals and communication; ultimately creating an improved and diverse retail culture on Main St.10/31/2011Uncommon Marketing2 3. Purpose or Study (continued) Secondary Endpoint- To gain insight into the demographicsand willingness of people to participate inelectronic feedback for future programs.Tertiary EndpointConnecting with any potential respondersinterested in opening a business.10/31/2011Uncommon Marketing3 4. Survey Organization Survey was conducted from June 1 September 15. Survey was conducted both on-line andwith response cards provided at selectedlocations. 404 Total Responses including 55response cards. Response cards and web based surveywere developed by Y Ito Marketing.10/31/2011 Uncommon Marketing4 5. Tabulation Survey results were combined between replycards and on-line XML file producing a filterablespreadsheet. Tabulation of results by demographics wasperformed as well as for the whole. Free form responses were categorized intobroad similar groups. Then the ones with themost similar responses were analyzed. Survey content and analysis was produced bythe DSA Business Recruitment subcommitteeand Uncommon Marketing.10/31/2011 Uncommon Marketing 5 6. Data Collected Segmentation questions gender, age, homezip code, work in Somerville (& which sector) Experience Level how often they come, whythey come (dine, shop, events, servicesetc.), Which events they attend Rating choices Excellent Consistently deliversall the choices I need, Good Generally servesmy needs, Fair Sometimes has what Ineed, Inadequate Does not serve my needs10/31/2011 Uncommon Marketing 6 7. Data Collected Continued Each of 4 categories was rated by the 4 level criteria Restaurant, Retail & Specialty Shops, Consumer Services(hair, dry cleaning etc.), Professional Services (financial,legal, Health etc.) What is missing from each category free formunrestricted answer space some people used this areato give feedback on existing as well as suggesting new Additional questions Stores youve seen elsewhere thatshould come to Somerville, Are you interested in openinga store, what size, what additional events should we useto attract business and shoppers, e-mail for futuresurveys10/31/2011Uncommon Marketing 7 8. Basic Responder SegmentsTotal Responders as of Segment of SomervilleSept. 15 405 Employment Male/Female Retail 10.3%33%/67% Restaurant 14.4% Lives in Ville/Not Professional 45.4%49%/51% Government 25.8% Works in Ville/Not Services 5.2%24%/76%Note: Survey scheduled to be open for 3 months was extended by 1 weekdue to technical difficulties in the first week.10/31/2011Uncommon Marketing8 9. Basic Responder Segments(Continued)Age GroupFrequencies of visit to Under 25 5.2%downtown 25-40 32.7% Yearly 1.7% 41-60 48.0% Quarterly 6.2% 61+ - 12.9% Bi-monthly 6.2% Monthly 15.8% Semi-Monthly 17.6% Weekly 26.2% Twice Weekly 9.2% Daily 17.1%10/31/2011Uncommon Marketing 9 10. Why Do They Come toDowntown Somerville 100.0% 89.9%90.0%80.0% 75.7%70.0% 63.4%60.0%50.0%40.0%30.0% 24.0%20.0% 16.8%10.0% 0.0% DiningShopping professional services Consumer Services EventsReasons for ComingProfessional Service Legal, Medical, FinancialConsumer Services Massage, Beauty, Dry Cleaning10/31/2011Uncommon Marketing 10 11. Quality of Responses 238 or 59% or respondents provided an e-mail address to be contacted to beinvolved in future market research 83% of respondents provided some formof unique suggestion or feedback 150 Responders provided specificexamples of stores in other towns thatthey want in Somerville10/31/2011Uncommon Marketing 11 12. Restaurant RatingsExcellent3.83.43.2 3.23.3 3.273.23.20Good 2.7FairInadequate TOTAL In-town Out of TownUnder 25 25-40 41-60 61+ Male Female Series110/31/2011 Uncommon Marketing12 13. Food Choices Most Desired268 comments High quality Mexican/Latin Real Ice Cream / dessert shopAmerican (Momma (open in evening Crumbs, ColdMexico, QDoba, Chipoltle) Stone) Coffee/Tea House (Rock N Vegetarian or more IndianJoe, T.M. Ward, Starbucks)choices Sports Bar/Bar & Grill (higher BBQ/Soul Foodend, Egans, Willie High Quality Jewish/Italian DeliMcBrides, Pluckemin, Chimney(NanasRock, Famished Frog)Livingston, Saladworks) Casual Family (chain) Late NightCarrabas, Outback, Joes Crab Dining/EntertainmentShack, Perkins, Chilis, Cracker Steak House(RuthsBarrel, Chic Fil A, 5 guys)Chris, Roots) Healthy/Organic Brew Pub (Triumph, TrapRock)10/31/2011 Uncommon Marketing 13 14. All Responses All Restaurant Feedback40 343530 2730 242520 21201615 12 1215118 10 119 11 7 6 8 810 3 53 23 25010/31/2011 Uncommon Marketing14 15. Retail/Shopping RatingExcellent 2.96Good2.552.43 2.24 2.28 2.242.25 2.132.17 FairInadequate TOTAL Residents Non-25 & Under 26 - 40 41 - 60 61 + Male Female Residents Retail & Specialty Shops10/31/2011Uncommon Marketing 15 16. Retail Top Choices Total of 378 suggestions Top Other Retailby 252 people. Gift shops 8.7%(VeraBradley, Back Door, Glassware Obviously Clothing andetc.)Shoes topped the list (86 Specialty Foods 8.3% (Trader& 46 Total votes 34.1%Joes, chocolate, nuts, butcher,and 18.3%) Some specific areas ofcheese, seafood, cigars, Carter& Cavero, Spice Store(Westfield) )Clothing and shoes were Book store 7.5%common and tallied (Used, Specialty, Independent)most were generic Health Food Store 7.1%requests. (GNC, Vitamin Shop, OrganicGrocer, Jersey Fresh Store)10/31/2011 Uncommon Marketing 16 17. Retail Top Choices Cont Craft Stores 5.6% - Home furnishings / Linens /(Fabric, knitting, scrapbook, etother home goods 3.6%c.) Toys 3.6% (Learning Express) Cookware/Houseware 5.2% Name brand drug store 2.4%(W. Sonomo, boutique(CVS)retailers, Container store) Coffeehouse 2.4% (addition to Art Gallery, Store, RetailerRestaurant including selling5.2% (N.B. Art Coop Designerbooks / entertainment /Craftsmaen, Frog Hollow VT) meeting space) Sports/Recreation 4.8% Bakery 2.0% (especially one(hiking/camping open in evenings)equipment, Spiritware-jerseys Electronics 2.0%etc.) (Computers, Computer General Goods/ Hardware Repair, Gadgets)4.0% Art Supplies/Framing 2.0% Music / Video / Video Games Cooking Classes 2.0% (Thyme4.0%Westfield)10/31/2011 Uncommon Marketing 17 18. Clothing Breakdown Clothing Total 34.1% Mens Clothing 3.2% Generic Clothing Kids Clothing 2.8%7.9%(Anthropologie) Consignment / Swaps Normal Mid-priced 6.3%2.4%(Gap, Banana Specialty Clothes 2.4%Republic, small mall(Leather-chains, Pendelton, Orvis, ware, sports, wedding/briLL Bean)desmaid, western, LuLu Womens 4.8% (PC LavinLemon-exercise ware)Anne Taylor, Lane Ethnic Clothing 0.4%Bryant, Lauren Bs-morristown) Boutique / High End (JosA Bank, Talbots, uniquelines)10/31/2011 Uncommon Marketing 18 19. Shoe Breakdown Shoe Total 18.3% Generic shoes 10.3% (BiltRite, FootSolutions) Womens 2.4% (Avenue, Catherines) Budget 2.4% (Payless, shoe outlets) High End 1.2%10/31/2011 Uncommon Marketing 19 20. Retail Other Notes 10 Other suggestions less than 2% Comments around too much antiques, secondhand, urban clothiers Many comments about how all is high end & lowend no middle Several comments missing Back Door for gifts About a dozen comments regarding closing tooearly dinner = no shopping 1 suggestion around having directories similar tomall at parking lots and along main street.10/31/2011Uncommon Marketing20 21. Consumer Services RankExcellent3.00Good2.55 2.572.52 2.58 2.522.57 2.13 2.05FairInadequate TOTAL Residents Non-25 & Under 26 - 40 41 - 60 61 + Male Female Residents10/31/2011 Uncommon Marketing21 22. Professional Services RankExcellent2.94Good2.90 2.732.692.682.70 2.652.55 2.13FairInadequate TOTAL Residents Non-25 & Under 26 - 40 41 - 60 61 + Male Female Residents10/31/2011 Uncommon Marketing22 23. Consumer & Professional ServicesRequests 170 people gave feedback but 18 Others under 2% includingonly 68 was considered: computer repair, photosubstantive printing / Exercise/Gym etc 6.5% framing, pharmacy, Educationa(yoga, Pilates, gym)l Classes, ethnic hair Boutique Movie Theater/ salon, Affordable Taylor, PetPerforming Arts Center 5.9% Sitting, higher class hairsalon, Eye Doctor, English High End Spa Services 5.3%language School, Green Dry Shipping, Copy, Printing StoreCleaner, 24 hr3.5%Laundromat, shoe repair, ArtStudio, Resoration Consultant Alternative Medicine Retail Brokerage Firm10/31/2011 Uncommon Marketing23 24. Comparing Groups 3.76 2.962.73 2.732.13 2.132.132.05 SomervilleOut of Town 3.273.20 2.682.70 2.52 2.572.24 2.25 Restaurant Retail Consumer ProfessionalUnder 25 25-4041-60 61+Male Female10/31/2011Uncommon Marketing24 25. What Events are Most Popular to Bring People Downtown 350299 300 280 250 227 220 201 208 200 150 13312111396 88 10050 0Note: Friday Cruise Nights, Concerts & Street Fairs are multi-day events.Most popular single day events are St. Patricks Day Parade & MemorialDay/Races. Total of 405 responders.10/31/2011 Uncommon Marketing 25 26. Event(& Other) Ideas Submitted Rock Music on Thursday nights Facebook specials for(or improve Friday Night Tues, Wed, ThursSelections for younger Frequent purchase rewardsaudiences several similar(entered purchases on-linesuggestions) from participating Ethnic Food Dayretailers, build points) Better hours for farmers Movie nights on Courthousemarket (repeated many times) lawn Sidewalk sales during other Pet friendly stickersevents (ex. Trick or Treating) Blues in addition to Jazz Octoberfest (wine tasting) Pedestrian Stroll Days (close Chef tastings / presentationsstreet but for kids/families on Keep businesss open inbikes/walking)evening especially Friday Fashion Show Exercise in the park-court lawn Think 4th of July Ghost tours Chili cook-off10/31/2011Uncommon Marketing 26 27. Conclusions Although the restaurant sector is viewed favorably therewere significant suggestions for improvement/expansion. By far the weakest response was for the retail sector there were some very good viable suggestions forbusinesses to initiate or recruit. Consumer and Professional services overall were viewedfavorably however there were some excellentsuggestions to improve this sector as well.The age demographic from 25-45 viewed the servicesand products with a keen eye to provide a desirableexperience and give us a reason to come back.10/31/2011 Uncommon Marketing 27 28. Recommendations Events Work !!! Update and continue with newevents. Director should spend time each month on theroad recruiting businesses to open additionalnew locations in Somerville. Keep up with contacts, who submitted this studyfor further input. Develop and share recruiting plans with propertyowners and work towards common success.10/31/2011Uncommon Marketing 28