LocationLocationLocationCliftons Location SurveyNovember 2011
Cliftons Location Survey Report | November 2011Executive SummaryCliftons was the first company in Australia to build      ...
Cliftons Location Survey Report | November 2011ContentsCliftons Location Survey - November 2011..............................
Cliftons Location Survey Report | November 20111. Cliftons Location Survey - November 2011The Cliftons Location Survey was...
Cliftons Location Survey Report | November 20112. Presenters and Course AttendeesOf the 614 respondents, 18% were instruct...
Cliftons Location Survey Report | November 2011Presenters and Course Attendees Cont’d                                  How...
Cliftons Location Survey Report | November 20113. Length of JourneyThe way people travel to work and to event and training...
Cliftons Location Survey Report | November 20114. Mode of Travel to CliftonsWhen the mode of travel to Cliftons venues was...
Cliftons Location Survey Report | November 2011Mode of Travel to Cliftons Cont’dCountry and city data showed no correlatio...
Cliftons Location Survey Report | November 20115. Mode of Travel to WorkThe majority (80%) of those travelling to work use...
Cliftons Location Survey Report | November 20116. Time to Venue - Modes of TransportThe majority of those travelling to Cl...
Cliftons Location Survey Report | November 20117. Venue Location PreferencesOverall there was a strong preference for CBD ...
Cliftons Location Survey Report | November 2011Venue Location Preferences Cont’dThe second location preference was more di...
Cliftons Location Survey Report | November 20118. Sydney Location PreferencesSydney displayed a strong preference of 85% f...
Cliftons Location Survey Report | November 20119. Melbourne Location PreferencesIn Melbourne the CBD rated 69% as a first ...
Cliftons Location Survey Report | November 201110. Hong Kong Location PreferencesThe CBD of Central rated as the first pre...
Cliftons Location Survey Report | November 201111. Singapore Location PreferencesSingapore had the second highest demand f...
Cliftons Location Survey Report | November 201112. External Influences on Location PreferencesRespondents were asked about...
Cliftons Location Survey Report | November 2011Other FactorsSome of the factors analysed were found not to correlate speci...
Cliftons Location Survey Report | November 2011Are you attending a course run by your company or a third party?Location Co...
Cliftons Location Survey Report | November 2011New Zealand AddendumThe survey commenced in Wellington and Auckland at the ...
Cliftons Location Survey Report | November 20111. Auckland Location PreferencesAuckland showed a much broader split of loc...
Cliftons Location Survey Report | November 20112. Wellington Location PreferencesWellington showed an 82% first preference...
Cliftons Location Survey Report | November 2011Summary of the FindingsThe New Zealand survey did not define whether a resp...
:    Location    Location    Location    Cliftons Location Survey    November 2011    The survey data and results were com...
Cliftons Location Survey Report | November 2011Executive SummaryCliftons was the first company in Australia to build      ...
Cliftons Location Survey Report | November 2011ContentsCliftons Location Survey - November 2011..............................
Cliftons Location Survey Report | November 20111. Cliftons Location Survey - November 2011The Cliftons Location Survey was...
Cliftons Location Survey Report | November 20112. Presenters and Course AttendeesOf the 614 respondents, 18% were instruct...
Cliftons Location Survey Report | November 2011Presenters and Course Attendees Cont’d                                  How...
Cliftons Location Survey Report | November 20113. Length of JourneyThe way people travel to work and to event and training...
Cliftons Location Survey Report | November 20114. Mode of Travel to CliftonsWhen the mode of travel to Cliftons venues was...
Cliftons Location Survey Report | November 2011Mode of Travel to Cliftons Cont’dCountry and city data showed no correlatio...
Cliftons Location Survey Report | November 20115. Mode of Travel to WorkThe majority (80%) of those travelling to work use...
Cliftons Location Survey Report | November 20116. Time to Venue - Modes of TransportThe majority of those travelling to Cl...
Cliftons Location Survey Report | November 20117. Venue Location PreferencesOverall there was a strong preference for CBD ...
Cliftons Location Survey Report | November 2011Venue Location Preferences Cont’dThe second location preference was more di...
Cliftons Location Survey Report | November 20118. Sydney Location PreferencesSydney displayed a strong preference of 85% f...
Cliftons Location Survey Report | November 20119. Melbourne Location PreferencesIn Melbourne the CBD rated 69% as a first ...
Cliftons Location Survey Report | November 201110. Hong Kong Location PreferencesThe CBD of Central rated as the first pre...
Cliftons Location Survey Report | November 201111. Singapore Location PreferencesSingapore had the second highest demand f...
Cliftons Location Survey Report | November 201112. External Influences on Location PreferencesRespondents were asked about...
Cliftons Location Survey Report | November 2011Other FactorsSome of the factors analysed were found not to correlate speci...
Cliftons Location Survey Report | November 2011Are you attending a course run by your company or a third party?Location Co...
Cliftons Location Survey Report | November 2011New Zealand AddendumThe survey commenced in Wellington and Auckland at the ...
Cliftons Location Survey Report | November 20111. Auckland Location PreferencesAuckland showed a much broader split of loc...
Cliftons Location Survey Report | November 20112. Wellington Location PreferencesWellington showed an 82% first preference...
Cliftons Location Survey Report | November 2011Summary of the FindingsThe New Zealand survey did not define whether a resp...
:    Location    Location    Location    Cliftons Location Survey    November 2011    The survey data and results were com...
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Cliftons Location Survey Report

  1. 1. LocationLocationLocationCliftons Location SurveyNovember 2011
  2. 2. Cliftons Location Survey Report | November 2011Executive SummaryCliftons was the first company in Australia to build Sydneydedicated Computer Training Rooms to meet the needs of There were a few surprises with the Sydney data. The mainthe industry. As the first to market there was no one was the decline of North Sydney as a preferred locationbenchmark to compare ourselves to, or against. High on down from 8% in the 1999 survey to just 3% in 2011 and themy list of questions was “where to build” the first facility? strength of Darling Harbour locations. The strongHaving a commercial property background the city (CDB) dominance of the CBD with the highest score in the surveyreally seemed like the only answer to me, so after of 85% is consistent with the earlier survey.looking at the best training companies of the day I decidedthat that was where we needed to be and the first Cliftons The relatively poor demand for Chatswood and North Rydevenue came to be in George Street, Sydney. are consistent with earlier findings and are interestingly low especially when considering the strong IT related industryThe rest is history, or is it? In 1999 there was a bases they both boast.continued push to look at facilities outside the CBD withNorth Sydney, North Ryde and Chatswood all being It is likely that Sydney’s strong radial transport networkpushed by various drivers and stakeholders. Oracle, one centring on the CBD has resulted in such a strongof our major clients was considering relocating their North preference.Sydney training venue and they came to us and asked Melbournethe same question we had in 1997. We undertook some The main surprise in the Melbourne data was the weakresearch of existing training venues in Australia and the preference for St Kilda Road, with less than 1%, which isUnited States and found mixed results in terms of location. often touted as Melbourne’s second location to the CBD.The American experience was especially confused with The CBD scored 69% with good support from theno real patterns emerging other than different cities had surrounding areas of Docklands and Southbank, 9% and 4%different dynamics; these were not readily applicable to respectively. Regional locations had the highest preferenceAustralia. We then decided to go to the student base and in the survey of 8% for Dandenong and Camberwell at 10%.look at what they wanted. Melbourne has a dominantly radial public transport network.On the way we visited the concept of journey to work and Singaporejourney to a training venue, and specifically the concept of Singapore had the second highest demand for the CBDmodal split, that is the number of transport modes a within the survey of 82% with strong support from Marinastudent had to employ to get from home to the venue. Bay. Suntec scored particularly badly which may mirror theThere is a large amount of data that indicates that more experience of Melbourne’s St Kilda Road and Sydney’s Norththan two modal splits will deter most people from Ryde and North Sydney. Hong Kong’s Quarry Bay performedundertaking a journey on a regular basis. slightly better in comparison to Suntec.Location Preference Singapore boasts a linear integrated Mass Rapid TransitIn this follow up study, attendee location preferences were (MRT) system and the late opening of a station servicingsought across Asia Pacific locations. While there are large Suntec may have influenced this result.differences between cities like Singapore and Melbournethe results are statistically valid and provide strong insights Hong Konginto location preferences, similarities and differences. Interestingly Hong Kong had the lowest preference for the CBD district of Central at 65%. There was strong support forOverall there is a very strong preference of 75% for CBD the near CBD location of Admiralty as a second choice atlocations. This preference ranges from 85% in Sydney down 44% and there was little support for Kowloon side districtsto 65% in Hong Kong. It is interesting to note that the CBD like Tsim Sha Tsui at 7.5%.was also a consistently high second preference location at25% ranging from 20% in Singapore to 29% in Hong Kong. This could be a factor of Hong Kong’s advanced multiNear CBD locations were usually the highest second pref- orbital Mass Transit Railway (MTR) system and supportingerence and second highest first preference. bus network. This however does not explain Wanchai’s poor showing at 2%.There was no significant variation in location preferencewhen analysing results from students compared to I hope you find the following report as informative andinstructors, computer based training compared to seminar useful as we have. As always, we look forward to yourevents or self funded attendees to company funded ones. feedback.From this data there is little doubt that the primary locationof a training venue across all the cities surveyed really hasto be the CBD. The location theorists and CBD propertydevelopers and owners must be rubbing their handstogether with glee! Andrew Cameron Managing Director and Founder, Cliftons
  3. 3. Cliftons Location Survey Report | November 2011ContentsCliftons Location Survey - November 2011......................................................... 1Presenters and Course Attendees....................................................................... 2Length of Journey................................................................................................. 4Mode of Travel to Cliftons.................................................................................... 5Mode of Travel to Work....................................................................................... 7Time to Venue - Modes of Transport................................................................... 8Venue Location Preferences................................................................................. 9Sydney Location Preferences............................................................................... 11Melbourne Location Preferences......................................................................... 12Hong Kong Location Preferences......................................................................... 13Singapore Location Preferences........................................................................... 14External Influences on Location Preferences....................................................... 15Location Conclusions............................................................................................ 17New Zealand Addendum...................................................................................... 18Auckland Location Preferences............................................................................ 19Wellington Location Preferences......................................................................... 20Summary of the Findings...................................................................................... 21Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088
  4. 4. Cliftons Location Survey Report | November 20111. Cliftons Location Survey - November 2011The Cliftons Location Survey was undertaken in November 2011 to assess attendee location preferences for training,conference and event venues in Australia, Hong Kong and Singapore. Continuing research will be undertaken targetingadditional cities and countries in the region.Over 600 respondents attending courses or events at a Cliftons venue in Australia, Hong Kong, Singapore orNew Zealand were surveyed.The effects of: • travel methods;, • length of travel; • type of event or course; • length of event or course; • type of attendee; • home and work location; • habitual travel time; • travel methods to the workplace; • experience attending events and courses at other venues; and • other influencing factors were evaluated.Trends and correlations between the factors mentioned and the respondents stated location preferences were analysed.The overwhelming preference at each location was for central city venues. All factors analysed correlated to support CBDlocations as the location of choice for an event, conference or training venue. Surprisingly, even the small percentage ofrespondents with multiple modal split transport methods and longer travel times to the city, predominantly elected theCBD as their location of choice.Data Collection614 responses were collected for the initial study. Phase one of the Location Survey focuses on the results from Australia,Hong Kong and Singapore. Further data will be collected from New Zealand and other locations.Country of origin was found to have no statistical significance on location preference (city centre or other district).Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 1
  5. 5. Cliftons Location Survey Report | November 20112. Presenters and Course AttendeesOf the 614 respondents, 18% were instructors and 82% course attendees. There was no statistical significance attributedto being an instructor or attendee for location preference.Interestingly, instructors and presenters use significantly more buses than students and event attendees. Also eventattendees catch significantly more trains than presenters. This applied both to travel to work and travel to the Cliftonsvenue that they were visiting that day. How did you travel here today?Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 2
  6. 6. Cliftons Location Survey Report | November 2011Presenters and Course Attendees Cont’d How do you usually travel to work?It took students slightly longer than instructors to travel to Cliftons. 54% of instructors took less than 30 minutes to reachtheir venue destination, compared to 44% of students taking less than 30 minutes. Over 90% of instructors and attendeestravelled for less than one hour to reach a Cliftons venue.Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 3
  7. 7. Cliftons Location Survey Report | November 20113. Length of JourneyThe way people travel to work and to event and training venues was explored.The length of journey to work directly correlated to length of journey to event and training venue. Similar travel timeswere reported for both normal travel to work, and travel to the Cliftons venue. 4% more respondents reached Cliftonswithin 15 minutes (20%), compared to place of work (16% within 15 minutes). No doubt this is a reflection of the Cliftonsvenue CBD locations and proximity to public transport.Over 70% of respondents took less than 45 minutes to travel to work or Cliftons. Travel time to Work Travel time to Cliftons VenueIt took students slightly longer than instructors to travel to Cliftons. 54% of instructors took less than 30 minutes to reachtheir venue destination, compared to 44% of students taking less than 30 minutes. Over 90% of instructors and attendeestravelled for less than one hour to reach a Cliftons venue.Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 4
  8. 8. Cliftons Location Survey Report | November 20114. Mode of Travel to CliftonsWhen the mode of travel to Cliftons venues was analysed a significant majority (83%) of those travelling to a Cliftonsvenue used one mode of transport only. Further 14% of respondents used two modes of transport and only 3% usedthree or more modes of transport to reach the designated Cliftons venue. This reduced modal split to predominantly asingle mode of transport and may be a reflection of Cliftons venues’ CBD locations and particularly the venues proximityto public transport. Travel to Cliftons - modal splitBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 5
  9. 9. Cliftons Location Survey Report | November 2011Mode of Travel to Cliftons Cont’dCountry and city data showed no correlation to number of modes of travel with percentages replicating overall surveyrespondent location.For those travelling by a single mode of transport to a Cliftons venue, the primary method of travel was train (40%),followed by bus and walking. These three modes of transport accounted for over 75% of travel. This was not statisticallydifferent to the full respondent survey.For the full respondent survey, the predominant means of transport to Cliftons venues was train (48%), followed bywalking and bus both at 21%. The “means of transport” percentages below add up to more than 100% as some travelerstook multiple forms of transport – e.g. drive and train or train and walk, to reach their destination. How did you get to this Cliftons Venue today? (Single mode of transport)Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 6
  10. 10. Cliftons Location Survey Report | November 20115. Mode of Travel to WorkThe majority (80%) of those travelling to work used one mode of transport only, 16% used two modes of transport andonly 4% used three or more modes of transport to reach their workplace.It was found that respondents had a slightly higher level of acceptance for more than one mode of transport whentravelling to their regular place of work compared to when travelling to a training, conference or event venue. Thedifference was not statistically significant with only an additional 3% using two or more modes of transport for travel towork as compared to travel to a training or event venue. Travel to Work - modal splitBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 7
  11. 11. Cliftons Location Survey Report | November 20116. Time to Venue - Modes of TransportThe majority of those travelling to Cliftons using a single mode of transport arrived in less than 30 minutes (52%) and by45 minutes, 75% of single mode travelers had reached their destination. This shows some variance from the overall group(see earlier graph), where 48% had a travel time of 30 minutes or less. Travel time to Cliftons - Single ModeThose travelling by two or more means of transport (17%) predominantly took 30 – 60 minutes to reach their destination(60%), as compared to 40% of the single mode of transport group whose trips where generally shorter (52% less than 30minutes). Travel time to Cliftons - 2 or more modesBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 8
  12. 12. Cliftons Location Survey Report | November 20117. Venue Location PreferencesOverall there was a strong preference for CBD locations with 75% of the respondents preferring the CBD. This preferenceranges from 85% in Sydney down to 65% in Hong Kong. CBD location preference was slightly higher for the single modeof transport group (76%). Venue Location - 1st preferenceBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 9
  13. 13. Cliftons Location Survey Report | November 2011Venue Location Preferences Cont’dThe second location preference was more diversely split than the clear CBD first preference. It is interesting to note thatthe CBD was also a consistently high second preference location at 25%, ranging from 20% in Singapore to 29% in HongKong.Near CBD locations were usually the highest second preference and second highest first preference. Venue Location - 2nd preferenceBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 10
  14. 14. Cliftons Location Survey Report | November 20118. Sydney Location PreferencesSydney displayed a strong preference of 85% for a CBD first preference location. All other districts rated fewer than 5%as a first preference location. For second preference locations, Darling Harbour rated highest at 32% followed by SydneyCBD and North Sydney, both at 24%.There was a 50% response rate for second preference venue location, however for subsequent preferences the responserate dropped to 20 – 30%. The significant drop in responses for a second, third, fourth, fifth and sixth preference locationindicate little interest in alternative locations away from the CBD. North Ryde Chatswood 3% 3% Parramatta 4% North Sydney 3% Sydney CBD 85% First Preference Second Preference Darling Harbour Sydney CBD 85% Sydney CBD 24% North Sydney 3% North Sydney 24% 4% Chatswood 3% Chatswood 8% North Ryde 3% North Ryde 5% Parramatta 4% Parramatta 6% Darling Harbour 4% Darling Harbour 32%Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 11
  15. 15. Cliftons Location Survey Report | November 20119. Melbourne Location PreferencesIn Melbourne the CBD rated 69% as a first preference location with some interest in Docklands, Dandenong andCamberwell all at 8% to 10%.For a second preference location, Docklands at 28% was closely followed by the CBD at 25%. For the third preferencelocations Docklands (36%) and Southbank (32%) where the clear favourites.Again a significant drop in response rate for subsequent location preferences indicates lack of interest outside the strongfirst choice location of Melbourne CBD. First Preference Second Preference Melbourne CBD 69% Melbourne CBD 24% St Kilda Road 1% St Kilda Road 19% Docklands 9% Docklands 20% Southbank 4% Southbank 26% Dandenong 8% Dandenong 5% Camberwell 10% Camberwell 7% Melbourne CBD Camberwell Docklands 9% 69% 10% Southbank 4% St Kilda Road 1% 8% DandenongBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 12
  16. 16. Cliftons Location Survey Report | November 201110. Hong Kong Location PreferencesThe CBD of Central rated as the first preference at 65% with all other districts rating fewer than 8% as a first choice. HongKong was the only place to indicate potential interest for additional locations outside the Central business area as 2nd or3rd venue locations.Admiralty rated highly as a second choice location at 43%. Wanchai was the strongest third choice location rating over30%. First Preference Second Preference Sha Tin Central 65% Central 23% 6% Admiralty 8% Admiralty 43% Wan Chai 2% Wan Chai 4% Causeway Bay 6% Causeway Bay 14% Tsim Sha Tsui 7% Tsim Sha Tsui 11% Sha Tin 6% Sha Tin 1% Quarry Bay 6% Quarry Bay 5% Tsim Sha Tsui 7% Central 6% 65% 2% 6% Causeway Quarry Bay Wan Bay Chai 8% AdmiraltyBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 13
  17. 17. Cliftons Location Survey Report | November 201111. Singapore Location PreferencesSingapore had the second highest demand for CBD location at 82%. The second preference was less clear with Riversideand Orchard Road both rating 28% and the CBD close behind at 20%. The third preference location was fairly evenly splitbetween Suntech, Marina Bay and Orchard Road all around 25%.Singapore also demonstrated a significant drop in response rate for subsequent location preferences indicating a lack ofinterest for locations away from the strong first choice of Singapore CBD. First Preference Second Preference Singapore CBD 82% Singapore CBD 20% Riverside (Civic) 0% Riverside (Civic) 28% Orchard Road 3% Orchard Road 28% Marina Bay 12% Marina Bay 12% Suntec 0% Suntec 12% East Coast 3% East Coast 0% 3% 3% Orchard Rd East Coast 0% Singapore Suntec 0% Riverside CBD (Civic) 12% 82% Marina BayBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 14
  18. 18. Cliftons Location Survey Report | November 201112. External Influences on Location PreferencesRespondents were asked about the importance of “convenience” and what other factors where important to them intheir choice of preferred venue location. Convenience was rated as extremely or very important by 87% of respondents,indicating this is a primary criterion for choice of venue. Selection of a location not considered “convenient” could leadto loses of up to 87% of a potential audience. How important is convenience?Respondents rated a range of external factors relating to convenience. 71% selected easily accessible by public transportas extremely important and 51% indicated that a safe secure area was extremely important. Other factors rated as fairlyto extremely important including familiarity with a location and access to shops and commercial amenities. Car parkingrated lowest in importance to venue location.When asked to list “What do you like most about this venue?” 58% of respondents listed location and ease of access asthe most important features. This was followed by staff and facilities at 21%.Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 15
  19. 19. Cliftons Location Survey Report | November 2011Other FactorsSome of the factors analysed were found not to correlate specifically to venue location choice. The type and length of anevent or course and whether it was company sponsored or personal choice did not impact CBD location preference. How long is the event you are attending at Cliftons? Are you attending a computer based course or seminar event?Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 16
  20. 20. Cliftons Location Survey Report | November 2011Are you attending a course run by your company or a third party?Location ConclusionsThis study provides a clear direction for event and training venue location in Melbourne, Sydney, Hong Kong andSingapore. All results indicate a strong preference (75% of respondents) for a central city location. All factors analysedcorrelate to support CBD city locations as the location of choice for an event, conference or training venue. Factorssignificantly impacting the preference for a CBD location are convenience, ease of access by public transport networks,shorter travel time and modal split of two or less forms of transport.It can be concluded that the Cliftons Location Survey, November 2011 findings strongly suggest central city locations arethe best choice for attracting the most attendees to an event or training course.Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 17
  21. 21. Cliftons Location Survey Report | November 2011New Zealand AddendumThe survey commenced in Wellington and Auckland at the same time as the survey in the body of the report, duringphase one. However the recovery of the data and the subsequent analysis of that data were not completed in time forinclusion in the original report.This addendum briefly outlines the results of the survey principally re-enforcing the findings of the original report. Thegraph below summerises the updated sample split which highlights an increase in sample size for New Zealand to 16%and a proportionate reduction for the other locations. Data Collection LocationBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 18
  22. 22. Cliftons Location Survey Report | November 20111. Auckland Location PreferencesAuckland showed a much broader split of location preferences than the other locations. CBD was still the strongestpreference with 59%, slightly below the average for the other locations. North Shore rated strongly as first preference at17% and Viaduct scored strongly at 10%.Almost 80% of respondents nominated a second preference with the majority of second preferences for the CBD with34%. Viaduct with 29% scored strongly as a second preference in excess of the second preferences for Australia,Singapore and Hong Kong. 17% North Shore 10% Viaduct Auckland CBD 59% 5% Newmarket First Preference Second Preference Auckland CBD 59% Auckland CBD 34% Viaduct 10% Viaduct 29% Newmarket 5% Newmarket 8% Mt Wellington 6% Mt Wellington 5% 3% North Shore 17% North Shore 8% Manukau Manukau 3% Manukau 3% 6% Mt WellingtonBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 19
  23. 23. Cliftons Location Survey Report | November 20112. Wellington Location PreferencesWellington showed an 82% first preference for the CBD comparable with Singapore and Sydney. Porirua at 9% was thestrongest other location with the remaining districts at 3% each.There was a response rate of over 50% for the second preference with City Fringe having the strongest response rate at38.89%, substantially in excess of the other leading second preferences. CBD scored strongly with 27.78% and Petoneand Lower Hutt recording 11.11% and 16.67% of second preferences but with the smaller sample size slightlyexaggerating the percentages. 9% Porirua 3% Lower Hutt 3% Petone Wellington CBD 82% 3% City Fringe First Preference Wellington CBD 82% City Fringe 3% Petone 3% Lower Hutt 3% Porirua 9%Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 20
  24. 24. Cliftons Location Survey Report | November 2011Summary of the FindingsThe New Zealand survey did not define whether a respondent was a presenter or an attendee.The statistics for transport to work were different from the rest of the survey. More people drove to work and the venue(58.8% and 42.5% respectively). A significant number walked to the venues (40%) with Wellington showing that 50% ofrespondents walked to the venues. Bus was the dominant form of public transport with 20% of respondentsoverall. These results are consistent with the general views that Wellington has better public transport than Auckland andthe car is by far and away the preferred mode of transport generally.Again the significant majority, 69% utilised a single mode of transport to get to work and for travel Cliftons venues. As wassimilar to the Australian results.The results for location preference were very similar to the rest of the results with in excess of 67% expressing the CBD astheir first preference. Wellington was 82%, significantly higher than Auckland at 59% where North Shore scored stronglyas first preference at 17%. Auckland CBD was also a strong second preference as was Viaduct with 34% and 29%respectively. Wellington’s strongest second preference was City Fringe at 38.89%.Convenience as a factor was consistent with the results for the sample in phase 1 and security was once more a keyconsideration.Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 21
  25. 25. : Location Location Location Cliftons Location Survey November 2011 The survey data and results were compiled by: Vanessa Green, Managing Director at Crimson Cartwheel. Vanessa is an experienced Regional Senior Executive with an established record of business growth and pro-active management across Asia Pacific. She has a bachelor of Arts in Communication & Media Studies as well as a Bachelor of Science, Psychology. For more information on this survey, please contact enquiries@cliftons.com
  26. 26. Cliftons Location Survey Report | November 2011Executive SummaryCliftons was the first company in Australia to build Sydneydedicated Computer Training Rooms to meet the needs of There were a few surprises with the Sydney data. The mainthe industry. As the first to market there was no one was the decline of North Sydney as a preferred locationbenchmark to compare ourselves to, or against. High on down from 8% in the 1999 survey to just 3% in 2011 and themy list of questions was “where to build” the first facility? strength of Darling Harbour locations. The strongHaving a commercial property background the city (CBD) dominance of the CBD with the highest score in the surveyreally seemed like the only answer to me, so after of 85% is consistent with the earlier survey.looking at the best training companies of the day I decidedthat that was where we needed to be and the first Cliftons The relatively poor demand for Chatswood and North Rydevenue came to be in George Street, Sydney. are consistent with earlier findings and are interestingly low especially when considering the strong IT related industryThe rest is history, or is it? In 1999 there was a bases they both boast.continued push to look at facilities outside the CBD withNorth Sydney, North Ryde and Chatswood all being It is likely that Sydney’s strong radial transport networkpushed by various drivers and stakeholders. Oracle, one centring on the CBD has resulted in such a strongof our major clients was considering relocating their North preference.Sydney training venue and they came to us and asked Melbournethe same question we had in 1997. We undertook some The main surprise in the Melbourne data was the weakresearch of existing training venues in Australia and the preference for St Kilda Road, with less than 1%, which isUnited States and found mixed results in terms of location. often touted as Melbourne’s second location to the CBD.The American experience was especially confused with The CBD scored 69% with good support from theno real patterns emerging other than different cities had surrounding areas of Docklands and Southbank, 9% and 4%different dynamics; these were not readily applicable to respectively. Regional locations had the highest preferenceAustralia. We then decided to go to the student base and in the survey of 8% for Dandenong and Camberwell at 10%.look at what they wanted. Melbourne has a dominantly radial public transport network.On the way we visited the concept of journey to work and Singaporejourney to a training venue, and specifically the concept of Singapore had the second highest demand for the CBDmodal split, that is the number of transport modes a within the survey of 82% with strong support from Marinastudent had to employ to get from home to the venue. Bay. Suntec scored particularly badly which may mirror theThere is a large amount of data that indicates that more experience of Melbourne’s St Kilda Road and Sydney’s Norththan two modal splits will deter most people from Ryde and North Sydney. Hong Kong’s Quarry Bay performedundertaking a journey on a regular basis. slightly better in comparison to Suntec.Location Preference Singapore boasts a linear integrated Mass Rapid TransitIn this follow up study, attendee location preferences were (MRT) system and the late opening of a station servicingsought across Asia Pacific locations. While there are large Suntec may have influenced this result.differences between cities like Singapore and Melbournethe results are statistically valid and provide strong insights Hong Konginto location preferences, similarities and differences. Interestingly Hong Kong had the lowest preference for the CBD district of Central at 65%. There was strong support forOverall there is a very strong preference of 75% for CBD the near CBD location of Admiralty as a second choice atlocations. This preference ranges from 85% in Sydney down 44% and there was little support for Kowloon side districtsto 65% in Hong Kong. It is interesting to note that the CBD like Tsim Sha Tsui at 7.5%.was also a consistently high second preference location at25% ranging from 20% in Singapore to 29% in Hong Kong. This could be a factor of Hong Kong’s advanced multiNear CBD locations were usually the highest second pref- orbital Mass Transit Railway (MTR) system and supportingerence and second highest first preference. bus network. This however does not explain Wanchai’s poor showing at 2%.There was no significant variation in location preferencewhen analysing results from students compared to I hope you find the following report as informative andinstructors, computer based training compared to seminar useful as we have. As always, we look forward to yourevents or self funded attendees to company funded ones. feedback.From this data there is little doubt that the primary locationof a training venue across all the cities surveyed really hasto be the CBD. The location theorists and CBD propertydevelopers and owners must be rubbing their handstogether with glee! Andrew Cameron Managing Director and Founder, Cliftons
  27. 27. Cliftons Location Survey Report | November 2011ContentsCliftons Location Survey - November 2011......................................................... 1Presenters and Course Attendees....................................................................... 2Length of Journey................................................................................................. 4Mode of Travel to Cliftons.................................................................................... 5Mode of Travel to Work....................................................................................... 7Time to Venue - Modes of Transport................................................................... 8Venue Location Preferences................................................................................. 9Sydney Location Preferences............................................................................... 11Melbourne Location Preferences......................................................................... 12Hong Kong Location Preferences......................................................................... 13Singapore Location Preferences........................................................................... 14External Influences on Location Preferences....................................................... 15Location Conclusions............................................................................................ 17New Zealand Addendum...................................................................................... 18Auckland Location Preferences............................................................................ 19Wellington Location Preferences......................................................................... 20Summary of the Findings...................................................................................... 21Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088
  28. 28. Cliftons Location Survey Report | November 20111. Cliftons Location Survey - November 2011The Cliftons Location Survey was undertaken in November 2011 to assess attendee location preferences for training,conference and event venues in Australia, Hong Kong and Singapore. Continuing research will be undertaken targetingadditional cities and countries in the region.Over 600 respondents attending courses or events at a Cliftons venue in Australia, Hong Kong, Singapore orNew Zealand were surveyed.The effects of: • travel methods;, • length of travel; • type of event or course; • length of event or course; • type of attendee; • home and work location; • habitual travel time; • travel methods to the workplace; • experience attending events and courses at other venues; and • other influencing factors were evaluated.Trends and correlations between the factors mentioned and the respondents stated location preferences were analysed.The overwhelming preference at each location was for central city venues. All factors analysed correlated to support CBDlocations as the location of choice for an event, conference or training venue. Surprisingly, even the small percentage ofrespondents with multiple modal split transport methods and longer travel times to the city, predominantly elected theCBD as their location of choice.Data Collection614 responses were collected for the initial study. Phase one of the Location Survey focuses on the results from Australia,Hong Kong and Singapore. Further data will be collected from New Zealand and other locations.Country of origin was found to have no statistical significance on location preference (city centre or other district).Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 1
  29. 29. Cliftons Location Survey Report | November 20112. Presenters and Course AttendeesOf the 614 respondents, 18% were instructors and 82% course attendees. There was no statistical significance attributedto being an instructor or attendee for location preference.Interestingly, instructors and presenters use significantly more buses than students and event attendees. Also eventattendees catch significantly more trains than presenters. This applied both to travel to work and travel to the Cliftonsvenue that they were visiting that day. How did you travel here today?Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 2
  30. 30. Cliftons Location Survey Report | November 2011Presenters and Course Attendees Cont’d How do you usually travel to work?It took students slightly longer than instructors to travel to Cliftons. 54% of instructors took less than 30 minutes to reachtheir venue destination, compared to 44% of students taking less than 30 minutes. Over 90% of instructors and attendeestravelled for less than one hour to reach a Cliftons venue.Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 3
  31. 31. Cliftons Location Survey Report | November 20113. Length of JourneyThe way people travel to work and to event and training venues was explored.The length of journey to work directly correlated to length of journey to event and training venue. Similar travel timeswere reported for both normal travel to work, and travel to the Cliftons venue. 4% more respondents reached Cliftonswithin 15 minutes (20%), compared to place of work (16% within 15 minutes). No doubt this is a reflection of the Cliftonsvenue CBD locations and proximity to public transport.Over 70% of respondents took less than 45 minutes to travel to work or Cliftons. Travel time to Work Travel time to Cliftons VenueIt took students slightly longer than instructors to travel to Cliftons. 54% of instructors took less than 30 minutes to reachtheir venue destination, compared to 44% of students taking less than 30 minutes. Over 90% of instructors and attendeestravelled for less than one hour to reach a Cliftons venue.Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 4
  32. 32. Cliftons Location Survey Report | November 20114. Mode of Travel to CliftonsWhen the mode of travel to Cliftons venues was analysed a significant majority (83%) of those travelling to a Cliftonsvenue used one mode of transport only. Further 14% of respondents used two modes of transport and only 3% usedthree or more modes of transport to reach the designated Cliftons venue. This reduced modal split to predominantly asingle mode of transport and may be a reflection of Cliftons venues’ CBD locations and particularly the venues proximityto public transport. Travel to Cliftons - modal splitBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 5
  33. 33. Cliftons Location Survey Report | November 2011Mode of Travel to Cliftons Cont’dCountry and city data showed no correlation to number of modes of travel with percentages replicating overall surveyrespondent location.For those travelling by a single mode of transport to a Cliftons venue, the primary method of travel was train (40%),followed by bus and walking. These three modes of transport accounted for over 75% of travel. This was not statisticallydifferent to the full respondent survey.For the full respondent survey, the predominant means of transport to Cliftons venues was train (48%), followed bywalking and bus both at 21%. The “means of transport” percentages below add up to more than 100% as some travelerstook multiple forms of transport – e.g. drive and train or train and walk, to reach their destination. How did you get to this Cliftons Venue today? (Single mode of transport)Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 6
  34. 34. Cliftons Location Survey Report | November 20115. Mode of Travel to WorkThe majority (80%) of those travelling to work used one mode of transport only, 16% used two modes of transport andonly 4% used three or more modes of transport to reach their workplace.It was found that respondents had a slightly higher level of acceptance for more than one mode of transport whentravelling to their regular place of work compared to when travelling to a training, conference or event venue. Thedifference was not statistically significant with only an additional 3% using two or more modes of transport for travel towork as compared to travel to a training or event venue. Travel to Work - modal splitBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 7
  35. 35. Cliftons Location Survey Report | November 20116. Time to Venue - Modes of TransportThe majority of those travelling to Cliftons using a single mode of transport arrived in less than 30 minutes (52%) and by45 minutes, 75% of single mode travelers had reached their destination. This shows some variance from the overall group(see earlier graph), where 48% had a travel time of 30 minutes or less. Travel time to Cliftons - Single ModeThose travelling by two or more means of transport (17%) predominantly took 30 – 60 minutes to reach their destination(60%), as compared to 40% of the single mode of transport group whose trips where generally shorter (52% less than 30minutes). Travel time to Cliftons - 2 or more modesBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 8
  36. 36. Cliftons Location Survey Report | November 20117. Venue Location PreferencesOverall there was a strong preference for CBD locations with 75% of the respondents preferring the CBD. This preferenceranges from 85% in Sydney down to 65% in Hong Kong. CBD location preference was slightly higher for the single modeof transport group (76%). Venue Location - 1st preferenceBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 9
  37. 37. Cliftons Location Survey Report | November 2011Venue Location Preferences Cont’dThe second location preference was more diversely split than the clear CBD first preference. It is interesting to note thatthe CBD was also a consistently high second preference location at 25%, ranging from 20% in Singapore to 29% in HongKong.Near CBD locations were usually the highest second preference and second highest first preference. Venue Location - 2nd preferenceBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 10
  38. 38. Cliftons Location Survey Report | November 20118. Sydney Location PreferencesSydney displayed a strong preference of 85% for a CBD first preference location. All other districts rated fewer than 5%as a first preference location. For second preference locations, Darling Harbour rated highest at 32% followed by SydneyCBD and North Sydney, both at 24%.There was a 50% response rate for second preference venue location, however for subsequent preferences the responserate dropped to 20 – 30%. The significant drop in responses for a second, third, fourth, fifth and sixth preference locationindicate little interest in alternative locations away from the CBD. North Ryde Chatswood 3% 3% Parramatta 4% North Sydney 3% Sydney CBD 85% First Preference Second Preference Darling Harbour Sydney CBD 85% Sydney CBD 24% North Sydney 3% North Sydney 24% 4% Chatswood 3% Chatswood 8% North Ryde 3% North Ryde 5% Parramatta 4% Parramatta 6% Darling Harbour 4% Darling Harbour 32%Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 11
  39. 39. Cliftons Location Survey Report | November 20119. Melbourne Location PreferencesIn Melbourne the CBD rated 69% as a first preference location with some interest in Docklands, Dandenong andCamberwell all at 8% to 10%.For a second preference location, Docklands at 28% was closely followed by the CBD at 25%. For the third preferencelocations Docklands (36%) and Southbank (32%) where the clear favourites.Again a significant drop in response rate for subsequent location preferences indicates lack of interest outside the strongfirst choice location of Melbourne CBD. First Preference Second Preference Melbourne CBD 69% Melbourne CBD 24% St Kilda Road 1% St Kilda Road 19% Docklands 9% Docklands 20% Southbank 4% Southbank 26% Dandenong 8% Dandenong 5% Camberwell 10% Camberwell 7% Melbourne CBD Camberwell Docklands 9% 69% 10% Southbank 4% St Kilda Road 1% 8% DandenongBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 12
  40. 40. Cliftons Location Survey Report | November 201110. Hong Kong Location PreferencesThe CBD of Central rated as the first preference at 65% with all other districts rating fewer than 8% as a first choice. HongKong was the only place to indicate potential interest for additional locations outside the Central business area as 2nd or3rd venue locations.Admiralty rated highly as a second choice location at 43%. Wanchai was the strongest third choice location rating over30%. First Preference Second Preference Sha Tin Central 65% Central 23% 6% Admiralty 8% Admiralty 43% Wan Chai 2% Wan Chai 4% Causeway Bay 6% Causeway Bay 14% Tsim Sha Tsui 7% Tsim Sha Tsui 11% Sha Tin 6% Sha Tin 1% Quarry Bay 6% Quarry Bay 5% Tsim Sha Tsui 7% Central 6% 65% 2% 6% Causeway Quarry Bay Wan Bay Chai 8% AdmiraltyBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 13
  41. 41. Cliftons Location Survey Report | November 201111. Singapore Location PreferencesSingapore had the second highest demand for CBD location at 82%. The second preference was less clear with Riversideand Orchard Road both rating 28% and the CBD close behind at 20%. The third preference location was fairly evenly splitbetween Suntech, Marina Bay and Orchard Road all around 25%.Singapore also demonstrated a significant drop in response rate for subsequent location preferences indicating a lack ofinterest for locations away from the strong first choice of Singapore CBD. First Preference Second Preference Singapore CBD 82% Singapore CBD 20% Riverside (Civic) 0% Riverside (Civic) 28% Orchard Road 3% Orchard Road 28% Marina Bay 12% Marina Bay 12% Suntec 0% Suntec 12% East Coast 3% East Coast 0% 3% 3% Orchard Rd East Coast 0% Singapore Suntec 0% Riverside CBD (Civic) 12% 82% Marina BayBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 14
  42. 42. Cliftons Location Survey Report | November 201112. External Influences on Location PreferencesRespondents were asked about the importance of “convenience” and what other factors where important to them intheir choice of preferred venue location. Convenience was rated as extremely or very important by 87% of respondents,indicating this is a primary criterion for choice of venue. Selection of a location not considered “convenient” could leadto loses of up to 87% of a potential audience. How important is convenience?Respondents rated a range of external factors relating to convenience. 71% selected easily accessible by public transportas extremely important and 51% indicated that a safe secure area was extremely important. Other factors rated as fairlyto extremely important including familiarity with a location and access to shops and commercial amenities. Car parkingrated lowest in importance to venue location.When asked to list “What do you like most about this venue?” 58% of respondents listed location and ease of access asthe most important features. This was followed by staff and facilities at 21%.Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 15
  43. 43. Cliftons Location Survey Report | November 2011Other FactorsSome of the factors analysed were found not to correlate specifically to venue location choice. The type and length of anevent or course and whether it was company sponsored or personal choice did not impact CBD location preference. How long is the event you are attending at Cliftons? Are you attending a computer based course or seminar event?Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 16
  44. 44. Cliftons Location Survey Report | November 2011Are you attending a course run by your company or a third party?Location ConclusionsThis study provides a clear direction for event and training venue location in Melbourne, Sydney, Hong Kong andSingapore. All results indicate a strong preference (75% of respondents) for a central city location. All factors analysedcorrelate to support CBD city locations as the location of choice for an event, conference or training venue. Factorssignificantly impacting the preference for a CBD location are convenience, ease of access by public transport networks,shorter travel time and modal split of two or less forms of transport.It can be concluded that the Cliftons Location Survey, November 2011 findings strongly suggest central city locations arethe best choice for attracting the most attendees to an event or training course.Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 17
  45. 45. Cliftons Location Survey Report | November 2011New Zealand AddendumThe survey commenced in Wellington and Auckland at the same time as the survey in the body of the report, duringphase one. However the recovery of the data and the subsequent analysis of that data were not completed in time forinclusion in the original report.This addendum briefly outlines the results of the survey principally re-enforcing the findings of the original report. Thegraph below summerises the updated sample split which highlights an increase in sample size for New Zealand to 16%and a proportionate reduction for the other locations. Data Collection LocationBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 18
  46. 46. Cliftons Location Survey Report | November 20111. Auckland Location PreferencesAuckland showed a much broader split of location preferences than the other locations. CBD was still the strongestpreference with 59%, slightly below the average for the other locations. North Shore rated strongly as first preference at17% and Viaduct scored strongly at 10%.Almost 80% of respondents nominated a second preference with the majority of second preferences for the CBD with34%. Viaduct with 29% scored strongly as a second preference in excess of the second preferences for Australia,Singapore and Hong Kong. 17% North Shore 10% Viaduct Auckland CBD 59% 5% Newmarket First Preference Second Preference Auckland CBD 59% Auckland CBD 34% Viaduct 10% Viaduct 29% Newmarket 5% Newmarket 8% Mt Wellington 6% Mt Wellington 5% 3% North Shore 17% North Shore 8% Manukau Manukau 3% Manukau 3% 6% Mt WellingtonBrisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 19
  47. 47. Cliftons Location Survey Report | November 20112. Wellington Location PreferencesWellington showed an 82% first preference for the CBD comparable with Singapore and Sydney. Porirua at 9% was thestrongest other location with the remaining districts at 3% each.There was a response rate of over 50% for the second preference with City Fringe having the strongest response rate at38.89%, substantially in excess of the other leading second preferences. CBD scored strongly with 27.78% and Petoneand Lower Hutt recording 11.11% and 16.67% of second preferences but with the smaller sample size slightlyexaggerating the percentages. 9% Porirua 3% Lower Hutt 3% Petone Wellington CBD 82% 3% City Fringe First Preference Wellington CBD 82% City Fringe 3% Petone 3% Lower Hutt 3% Porirua 9%Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 20
  48. 48. Cliftons Location Survey Report | November 2011Summary of the FindingsThe New Zealand survey did not define whether a respondent was a presenter or an attendee.The statistics for transport to work were different from the rest of the survey. More people drove to work and the venue(58.8% and 42.5% respectively). A significant number walked to the venues (40%) with Wellington showing that 50% ofrespondents walked to the venues. Bus was the dominant form of public transport with 20% of respondentsoverall. These results are consistent with the general views that Wellington has better public transport than Auckland andthe car is by far and away the preferred mode of transport generally.Again the significant majority, 69% utilised a single mode of transport to get to work and for travel Cliftons venues. As wassimilar to the Australian results.The results for location preference were very similar to the rest of the results with in excess of 67% expressing the CBD astheir first preference. Wellington was 82%, significantly higher than Auckland at 59% where North Shore scored stronglyas first preference at 17%. Auckland CBD was also a strong second preference as was Viaduct with 34% and 29%respectively. Wellington’s strongest second preference was City Fringe at 38.89%.Convenience as a factor was consistent with the results for the sample in phase 1 and security was once more a keyconsideration.Brisbane | Sydney | Canberra | Melbourne | Adelaide | PerthAuckland | Wellington | Singapore | Hong Kong | Global Affiliateswww.cliftons.com | enquiries@cliftons.com | 1800 629 088 21
  49. 49. : Location Location Location Cliftons Location Survey November 2011 The survey data and results were compiled by: Vanessa Green, Managing Director at Crimson Cartwheel. Vanessa is an experienced Regional Senior Executive with an established record of business growth and pro-active management across Asia Pacific. She has a bachelor of Arts in Communication & Media Studies as well as a Bachelor of Science, Psychology. For more information on this survey, please contact enquiries@cliftons.com

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