Transcript Tampa Downtown Partnership

Downtown Tampa 2008
Tampa Downtown Partnership
Market Snapshot
Workforce & Residents
Objectives
• To establish a base point for measuring progress in
the development of the downtown market area.
• To better understand the expectations, priorities and
obstacles in Downtown Tampa achieving its potential.
• To develop a solid base of quantitative information to
share with those individuals considering and/or
participating in the development of the Downtown
Tampa.
Methodology: Two Studies
Designed to be parallel but not identical, by design
• Downtown Workforce
• Downtown Residents
– An Internet based study
provided to downtown
workforce through employers,
on-site distribution of
invitations and incentives for
participation.
– An Internet based study
utilizing a postal invitation to
participate with incentives.
Mailed to all US Post Office
residential addresses.
– Sample target approximately
50,800 workers (SSD Area)
– Sample target approximately
4,900 (SSD Area)
– Respondents 1,074 (statistically
reliable sample)
– Respondents 212
(statistically reliable sample)
Methodology
• Funding: This study was funded primarily through The
Tampa Downtown Partnership with assistance from
participating members and specific support from HCP &
Associates, Inc.
The on-going program includes data collection, field
implementation, interviews with residents and business
entities, and interpretation of data over a twelve month
period. This study release is the first installment of
information obtained under this market evaluation
initiative.
Concept Review/Interview Areas
Central Business District
Greater Central Business District
Intown
SSD
CBD
Greater CBD
Intown
SSD
2000
41,800
65,800
83,800
47,600
Draft 2006
44,700
69,200
89,600
50,800
Source: MPO; US Census 2000 with 2006 draft TAZ data
Notes on Interpretation
• It is inappropriate to compare this study to any prior studies,
due to changes in the market and collection methodologies. In
reality, we view this presentation as a “statement in time.”
Interpretations of better or worse evaluation from the past or
any conclusions on the overall progress in downtown would not
be appropriate. Future studies utilizing this model will track
changes.
• The Tampa Downtown Partnership is based on a SSD which
includes the core downtown area. However in reviewing
downtown potential and use, the near markets (walking
distance and shopping priority districts---Greater CBD) are
included to properly reflect the downtown marketplace.
• For purposes of this specific study, the impact of The University
of Tampa and its students/staff is not included in the data
collected---but will be studied separately in an independent
activity at a later date.
RESIDENTIAL STUDY OVERVIEW
Residential: Demography
Age
Gender
Under 25
M ale
2.5%
35.0%
25-34
Female
40.2%
35-44
22.5%
45-54
59.8%
22.0%
13.5%
55-64
65 or ol der
4.5%
Household Income
Les s tha n $50,000
9.5%
$50,000 - $99,999
34.4%
$100,000 - $149,999
26.5%
$150,000 - $199,999
$200,000 - $249,999
$250,000 or more
12.2%
6.9%
10.6%
• The majority (96.4%) of these
Downtown Tampa residents
consider their current
downtown residence their
primary residence.
Residential: Demography
• Responses came from various regions of the Downtown Tampa Area.
Region
Harbour Island
Hyde Park
Channel District
Downtown Core
Ybor City
Bayshore
SOHO
% Representation
26.4%
23.1%
16.0%
13.7%
10.8%
9.0%
0.9%
• Condominiums and lofts dominate the residential marketplace.
• Over 74.5% of all respondents own their current residence.
13.7%
25.5%
10.8%
Condominium/Loft
Ow n
Townhome
Rent
Apartment
12.3%
63.2%
Single family home
74.5%
Residential: Nesting Evaluation
• 72.1% of all respondents
• 62.0% of all respondents
have lived in their current
have lived in the Tampa Bay
urban address less than four
Area more than 6 years.
years—27.9% less than one.
Time in Tampa Bay Area
Les s tha n 2
yea rs
Time in Current Downtown Tampa Residence
Les s tha n one
yea r
14.4%
2 to 5 yea rs
26.9%
23.6%
1 to 4 yea rs
6 to 10 yea rs
More tha n 10
yea rs
45.2%
12.5%
49.5%
5 or more
yea rs
27.9%
Residential: Previous Residence
• Distribution of previous
residences reflects a
dispersion throughout
Tampa DMA
• Among those who have
moved from outside the
state, the Northeast US
dominates.
Region
Hillsborough
Pinellas
Pasco
Polk
Sarasota
Within Tampa DMA
Outside of Tampa DMA
Outside of Florida
Percentage
68.0%
6.5%
1.0%
3.0%
1.0%
79.5%
4.0%
16.5%
Downtown Tampa
Residential: Involved in Community
• Community involvement extends to season tickets and
memberships
Members & Season Ticket Holders
43.1%
The Florida Aquarium
33.3%
TBPAC
29.2%
Tampa Bay Lightning
15.3%
Tampa Museum of Art
Tampa Theatre
Tampa Bay Storm
Florida Museum of Photographic Arts
11.1%
6.9%
4.2%
Residential: Involved in Community
• Residents take advantage of downtown attractions
– Top attractions:
• Channelside Bay Plaza
• Tampa Bay Performing Arts Center
• St. Pete Times Forum Events (non-hockey)
• Tampa Theatre
• Lightning Hockey Games
• St. Pete Times Forum concerts
• Tampa Convention Center events
• Tampa Bay Buccaneer football games
• The Florida Aquarium
95.1%
68.8%
63.5%
62.9%
62.1%
61.8%
58.4%
56.4%
55.4%
Residential: Shopping Patterns
• Monthly shopping patterns—residents frequent
local malls and shopping facilities
Shopping Centers Visited Past 30 Days
International Plaza
West Shore Plaza
Channelside Bay Plaza
Old Hyde Park Village
Centro Ybor
Westfield Brandon Town Center
Citrus Park Town Center
Baywalk
Visited
91.5%
90.0%
88.0%
82.4%
74.5%
40.2%
26.0%
21.6%
Visited 3+
38.5%
35.5%
32.0%
41.2%
27.0%
4.5%
2.5%
2.5%
Residential: Frequency of Use
• Frequency of use for various entertainment, retail,
health and general services
Frequency of Use for Various Services
Daily/Weekly
Weekly/Monthly
Monthly/Occasionally
Occasionally/Never
Casual dining restaurants
Restaurants in general
Grocery stores
Health clubs/Gyms
Bars
Coffee shops/Cafes
Convenience stores
Pharmacies/Drug stores
Dry cleaners/Laundromats
Banks
ATMs
Fine dining restaurants
Book/Music stores
Clothing stores/Boutiques
High-end department stores
Moderate department stores
Barbers/Hair salons
Home furnishing stores
Electronics stores
Video rental stores
Nightclubs
Florists
Veterinary/Animal services
Medical care facilities
Dentists
Churches
Automobile mechanics
Residential: Habits and Practices
• Residential respondents reflected on areas where
their utilization would grow concurrent with
increased availability
Categories Residents Would Use if More Available in Downtown Tampa
Business Services
Downtown market
Casual Dining
Restaurants
Coffee shops/Cafes
Book/Music stores
Grocery stores
Clothing stores/Boutiques
Percentage
68.4%
67.8%
66.8%
58.8%
57.3%
56.8%
50.8%
Residential: A Short Commute
• 74.9% of residents either
drive or carpool
Location of Employment
3.3%
10.5%
Wo rk fro m ho me
Do wnto wn Tampa
• Majority work outside of
Downtown Tampa
Outside Do wnto wn
N/A -unemplo yed
26.0%
60.2%
• Management/Professional
categories dominate.
Occupation
33.0% I work from home
Management/Professional
Sales/Retail/Customer Service
Service/Maintenance/Construction
Length of Work Commute
14.1%
13.0%
18.1%
Less than 5 minutes
3.7%
31.1%
5 to 15 minutes
Medical/Patient Care
Media/Entertainment
9.9%
Public Service/Government
2.6%
Non-Profit
3.1%
Other (please specify)
29.5%
16 to 30 minutes
5.2%
More than 30 minutes
27.7%
8.3%
Residential: Transportation
• The top three transportation alternatives with
highest satisfaction were:
– TECOline streetcar
– Rubber wheeled trolleys
– Rental cars availability
• The top three areas with greatest need for
improvement were:
– Bicycling
– Parking
– Shuttle Service/TIA
Residential: Motivating Factors
• Top 10 reasons to move to downtown ranked by percentage
of respondents who considered each to be a motivating
factor.
Ranked Motivations that Brought Residents to Downtown Tampa
Factors
Experience the urban lifestyle
Arts/Entertainment
Events/Special programs/Functions
Restaurants serving downtown
Close proximity to work
Investment opportunity
Security/Safety
Retail shops serving downtown
Affordability
Proximity to friends and family
Percentage
88.3%
79.5%
74.7%
71.0%
61.9%
55.7%
53.8%
53.1%
47.4%
45.4%
Residential: Expectations
• Respondent satisfaction with areas of greatest importance in
moving to downtown:
Level of Satisfaction by Downtown Residents on Various Categories:
Were expectations met or not?
Close proximity to work
Security/Safety
Proximity to friends and family
Experience the urban lifestyle
Investment opportunity
Events/Special programs/Functions
Ethnic/Racial diversity
Arts/Entertainment
Restaurants serving downtown
Affordability
Resident/Guest parking
Retail shops serving downtown
78.6%
6.9%
59.8%
27.0%
81.5%
7.7%
42.7%
47.6%
51.5%
40.8%
59.0%
34.3%
83.4%
10.8%
55.0%
39.4%
31.8%
63.1%
60.7%
35.3%
25.4%
Met
Fell below
52.7%
43.6%
72.9%
WORKFORCE STUDY OVERVIEW
Workforce: Demography
Age
Gender
Under 25
5.3%
25-34
39%
Male
21.1%
35-44
27.1%
Female
61%
45-54
29.0%
55 or older
17.5%
Household Income
Less than $25,000
$25,000 - $34,999
$35,000 - $49,999
1.7%
5.0%
15.4%
$50,000 - $74,999
19.7%
$75,000 - $99,999
19.5%
$100,000 or more
38.7%
Workforce: Demography
• Respondent represented a diverse
sampling of the marketplace:
–Professional (46.1%)
–Public service/government (20.9%)
–Sales (7.3%)
–Non-Profit related (6.5%),
–Media/Communications (2.3%)
–Service/construction (1.5%)
–Medical (0.7%)
–Other/non classified (14.6%)
Workforce: Study Overview
• Of total respondents, 79.1% indicated their primary work
location was in the Downtown Core.
• 58.6% of respondents have worked in downtown for 4 or
more years.
Time Worked in Downtown Tampa
One year or
less
2-3 years
4-9 years
10 or more
years
12.4%
26.7%
28.6%
30.0%
Workforce: Nesting Evaluation
• Highest current residence
was dominated by zip codes
33511, 33602, 33606 and
33611…..but the distant
Carrollwood, South County
and the New Tampa areas
are highly represented
Region
Hillsborough
Pinellas
Pasco
Polk
Manatee
Hernando
Citrus
Within Tampa DMA
Other
Percentage
85.1%
6.9%
5.7%
1.1%
0.5%
0.4%
0.1%
99.9%
0.1%
Downtown Tampa
Workforce: Commute
• 90.9% drive to work, either alone or in a carpool.
• Average commute is more than 15 minutes with 45.7%
requiring 30 minutes or longer
Length of Commute
Means of Getting to Work
84.5%
Drive alone
Carpool
6.4%
Public transportation
3.2%
Walk
3.0%
Bike
Other
Less than 15
minutes
28.0%
26.3%
15-29 minutes
28.9%
30-44 minutes
13.0%
45-59 minutes
0.8%
2.1%
One hour or
more
3.8%
Workforce: InTown Transport Issues
• Respondents in town
transportation
– 90.3 % by foot and 52.1% by
personal car
• Parking/Transportation
subsidies
-- 46.7% receive parking subsidy
Parking Subsidies Offered by Employer
Getting Around Downtown
90.3%
By foot
In-town trol l eys
Streetca r
26.0%
52.1%
By pers ona l ca r
Hooters Cha nnel s i de Expres s
100% paid parking o n site
10.9%
9.9%
P artial paid parking o n site
3.3%
100% paid parking o ff site
6.7%
6.8%
Bi cycl e
3.3%
Rubber-wheel ed trol l ey
3.3%
Ta xi
1.8%
Ma ri on Tra ns i t Pa rkwa y Free Fa re Zone
1.4%
Other
2.0%
P artial paid parking o ff site
100% paid transit pass
P artial paid transit pass
No transpo rtatio n subsidy
5.4%
0.2%
5.1%
53.3%
Workforce: Transportation Satisfaction
• The top three transportation topics with highest
satisfaction were :
– TECOline streetcar
– Rubber wheeled trolleys
– Public buses
• The top three areas noted for improvement were:
– Parking,
– Bicycling
– Rental cars
Workforce: Perceived Progress
• Respondents report their perceptions of the
progress being made in downtown:
Perceptions of Progress in Downtown Tampa
Safety
26.8%
26.5%
Pedes trian s afety
52.3%
21.2%
21.9%
Bicyclis t s afety
57.9%
20.2%
21.9%
Eas e of pedes trian travel
Shopping/retail
65.1%
8.1%
55.2%
22.9%
6.7%
Improving
54.1%
39.3%
Staying Same
22.9%
Food/beverage
57.9%
71.9%
Hous ing
20.7%
7.4%
Things to do after work
Acces s to downtown
Incoming/outgoing traffic conges tion
In-town traffic conges tion
Declining
19.1%
23.8%
58.7%
17.5%
21.4%
64.2%
14.4%
17.6%
50.8%
31.6%
16.5%
55.2%
28.3%
Workforce: Residential Interest
• Majority currently own home (81.7%)
• Strong dichotomy in downtown residential interest
– 12.5% very interested, and 48.4% not interested at all.
Interest in Living Downtown in Next 5 Years
Complet ely
int er est ed
• Of those who are highly interested
-Even distribution of males and females
-66.6% are between ages of 25-44
-54.0% have HHI over $75k
-64.3% own home
-Dominated by South Tampa residents;
North Tampa second
12.5%
Complet ely
unint er est ed
48.4%
Somewhat
int er est ed
22.7%
Somewhat
unint er est ed
16.3%
Workforce: Involved in Community
• Employees take advantage of downtown
attractions—
– Top attractions:
•
•
•
•
•
•
•
Channelside Bay Plaza
St. Pete Times Forum
Tampa Bay Performing Arts Center
The Florida Aquarium
Lykes Gaslight Square Park
Tampa Convention Center
Tampa Theatre
84.5%
80.6%
71.9%
58.4%
58.3%
57.9%
49.7%
Workforce: InTown Activities
• Downtown participation in services and merchant activity
Reported Monthly Activity Participation in the Downtown Market Area:
Participated Participated 4+ Times
Purchase lunch
96.3%
76.4%
Restaurants
94.9%
66.0%
Purchase coffee/non-alcoholic drinks
85.3%
54.4%
Bank
81.6%
42.5%
Pharmacy/Drug store
76.4%
31.5%
Purchase breakfast
75.1%
35.9%
Shop/Purchase at downtown stores
69.3%
26.6%
Purchase dinner
64.1%
20.9%
Purchase a drink (alcoholic or non) after work
61.4%
24.3%
Bar
53.6%
18.6%
Grocery store
40.8%
16.5%
Nightclub
28.6%
8.7%
Florist
24.1%
3.2%
Health club/gym
20.3%
13.2%
Dry cleaner/laundromat
16.9%
5.2%
Clothing store/boutique
16.5%
3.6%
Automobile mechanic
14.6%
1.7%
Barber/hair salon
11.7%
1.1%
Dentist
10.4%
0.9%
Medical care facilities
6.4%
1.4%
Workforce: InTown Events
• Employee participation was strong for many
downtown events
Reported Participation in Key Events in Downtown Markets (12 months):
Sporting events
Events in outdoor parks/squares
Theatrical performances
Concerts
Movies
Conventions/conferences
Franklin Street Lunches
Museums
Art galleries
Grand opening/launch parties
University of Tampa activities
Downtown Live After Five
Children's programs
Participated
67.8%
66.9%
63.1%
60.1%
54.1%
54.0%
51.2%
47.0%
39.9%
33.9%
29.8%
29.2%
21.3%
Participated 4+ Times
27.6%
17.4%
12.7%
11.6%
18.5%
9.0%
23.2%
9.1%
6.2%
4.2%
5.4%
5.5%
4.0%
Workforce: Habits and Practices
• Respondents were given choices related to their
potential to increase participation based on more
availability. The areas which stood out included:
Categories Employees Would Use if More Available in Downtown Tampa
Business Services
Downtown market
Restaurants
Clothing stores/Boutiques
Grocery store
Percentage
77.8%
74.2%
69.4%
62.0%
OBSERVATIONS
Study Joint View
Observations and Conclusions
• Downtown is maturing as a residential location and is
rapidly becoming a classic “urban” destination for
residents and workers.
– The combined audience of the downtown workforce and
residents is making a huge difference in the vitality of downtown
attractions and facilities.
– The opportunities for new businesses and expanded social
activities in downtown are substantial. The audience is currently
actively engaged and is “demanding” additions in many key areas.
– The residents of downtown are active, engaged and opinionated
about their city and its future.
Observations and Conclusions
• Downtown is not without some areas of concern.
– Expectations are somewhat higher than deliveries in the eyes of
those already moving to downtown.
• They are using facilities but want/need more
– Transportation and parking are not meeting the needs in the eyes
of those most likely to use the facilities.
– The number of restaurants (casual and formal) are far short of the
desire/utilization requests of the current $50K plus “participants”
in the daily downtown marketplace.
– Retail shopping is nearly non-existent, yet highly desired by the
occupants.
– Traffic (and congestion) while better for some, has declined in the
eyes of many.
Observations and Conclusions
• We asked about interest and intended participation in
downtown enhancements---The list of desires is
understandably high and reflects potential utilization in the
future. Key elements noted below:
Top 5 Downtown Enhancements Respondents Reported Being Likely to Attend
Employees
Waterfront dining
Indoor urban shopping mall
Downtown market
Outdoor art park
Outdoor movie nights
89.6%
84.5%
77.4%
61.9%
60.2%
Residents
Waterfront dining
Indoor urban shopping mall
Downtown market
Outdoor art park
Free electric vehicle shuttle
96.5%
86.0%
80.1%
78.4%
73.0%
Observations and Conclusions
• Expressed concerns (verbatim summary)
Open-Ended Responses From Residents and
Employees Concerning Downtown Tampa
Topics Mentioned
Cleanliness/Attractiveness
Construction
Events
Noise
Parking
Pedestrian safety
Retail
Safety
Traffic
Transportation
Homeless on streets
Lack of food choices
Employee
74
25
82
1
83
49
150
50
37
61
N/A
N/A
Resident
9
7
19
4
11
8
48
12
N/A
22
8
34
Future Studies
• University of Tampa: Our expectation is to replicate this study
with the students and faculty of the University of Tampa to
expand or understanding of the retail/market interest dynamics.
• Personal Interviews/Focus Groups: We will be expanding our
understanding of the verbatim responses through more direct
communications with both residents and workers.
• Repeat Studies: Repeating this study periodically (anticipate
every other year) will let us track the changes and the emerging
opportunities/issues.
• Data Accumulation: Combined with visitor information studies
and with census data, postal delivery studies and a variety of
public and private enterprise data fields, we will be shaping an
expanded picture of the downtown marketplace and its
evolution.
Questions/Comments?
Data Available
• We will be providing copies of the PowerPoint
for those interested in the findings.
– Further evaluation will be ongoing as we delve
into the numbers related to special interest groups
and specific topics of importance.