MISSION HILL
MAIN STREETS
Market Research Overview - 2008

Purpose
2
This report will provide Mission Hill Main Streets,
and its stakeholders, a variety of quantitative and
qualitative information to understand the
commercial district’s existing and future market
conditions, within the context of greater Boston.
Further, the report will provide insight into
opportunities for business retention, expansion,
recruitment, and development.
www.wit.edu/clp 5/29/2009

Context – Neighboring Districts
3
Back
Fenway Bay
Brookline
Village Dudley
Square
Jackson-
Hyde
www.wit.edu/clp 5/29/2009

Context – Mission Hill
4
www.wit.edu/clp 5/29/2009

Geography – Figure Ground
5
www.wit.edu/clp 5/29/2009

Context: Facts & Figures
6
Residential Population (2000 census): approx. 21,000
Daytime Population Approximately 25,000
Non-resident student population Approximately 10,000
Area: approx. 0.75 square miles
Major Roads: Huntington Ave, Columbus Ave, Tremont
Street, and South Huntington Ave
Transit: Green Line E Branch, Orange Line, #66 Bus line,
and #39 Bus line
www.wit.edu/clp 5/29/2009

Businesses
7
90+ currently functioning enterprises (not including
home businesses)
Concentrations in restaurant/food service,
convenience/grocery, pharmacy, personal (i.e. hair
salons), and professional (i.e. banking) services
Heavy concentration of institutional uses (i.e.
hospitals, schools, churches, not-for-profit
organizations, and public agencies) within the
district and sometimes occupying commercial/retail
buildings
www.wit.edu/clp 5/29/2009

Buildings
8
More than 650,000 SF within commercial district
(does not include LMAA)
Building Stock is predominantly “historic” in nature
(more than 50 years old) and is heavily multi-use in
design with small floor-plates
One large scale modern-commercial development
(OBC) with a large floor-plate
Moderate commercial vacancy rate…
…though “under-developed” conditions do exist on
a number of parcels/properties
www.wit.edu/clp 5/29/2009

Vacancies
9
Location Square Footage
714 B ‐722 Huntington Ave 6,606
808 Huntington Ave 8,000
2‐6 South Huntington Ave 4,076
12‐14 South Huntington Ave 3,492
35 South Huntington Ave 4,000
81 South Huntington Ave 6,901
1443 Tremont Street 1,318
1447 Tremont Street 1,680
1455‐61 Tremont Street 5,391
1596 Tremont Street 3,750
1612‐(20) 1,500
144 Smith Street 2,080
www.wit.edu/clp 5/29/2009
Total Vacant Square Footage 48,794

Existing Conditions
10
www.wit.edu/clp 5/29/2009

Parking & Transit
11
www.wit.edu/clp 5/29/2009

Anchors & Clusters
12
www.wit.edu/clp 5/29/2009

Current Conditions
13
Anchors
Businesses (Stop & Shop, Restaurants (collectively), BMRCC)
Culture/Institutions (BCYF, The Mission Church, & Library)
Other (Green Space, Transit)
Clusters
Brigham Circle (anchored by OBC & BWH)
Neighborhood Core/Tremont Street (anchored by the
Mission Church, the Tobin Center, & Sheahy Park)
Roxbury Crossing & Terrace Street (anchored by ORC
(future), Building Materials Co-op, Diablo Glass, &
Mississippi’s)
South Huntington (the forgotten cluster)
www.wit.edu/clp 5/29/2009

Current Conditions
14
The Good
Views
Architecture
Street-life/pedestrian traffic
Green Space
Robust Cultural & Institutional Anchors
The Bad
Congestion (ambulances, through/commuter traffic)
blank walls/closed blinds
dilapidated buildings/lots
streetscape (litter, maintenance, street trees)
www.wit.edu/clp 5/29/2009

Trade Area
15
www.wit.edu/clp 5/29/2009

Trade Area Determination
16
Identified a representative Sample of Commercial
District Businesses
Interviewed/Surveyed Sample Businesses
Concerning Customer Demographics/Geography
Complimentary Data from Intercept Survey
Developed a Composite Map Representative of
Contributing Data Averages
www.wit.edu/clp 5/29/2009

Trade Area Sample
17
AUTOMOTIVE Boston Clutch Works Crossing Auto Body LukOil ARTS &
MUSIC Diablo Glass and Metal Studios CLEANING Joseph Sullivan Carpet
Care DRY CLEANERS/LAUNDRAMATS Hollywood II Cleaners Sofia's
Alterations and Cleaners FINANCIAL Citizen's Bank Sovereign Bank
HEALTH SERVICES & FITNESS Chi Wellness Clinic at Longwood Crossfit The
Family Van PERSONAL CARE Carmen's Beauty Salon Cut It Up Haircutters
Liz's Hair Care Nail Spa by Time PROFESSIONAL SERVICES Dahabshil
(Multi-Service Center) Spinney's Insurance Agency REAL ESTATE and
PROPERTY MANAGEMENT Sunrise Real Estate & Mortgage FOOD and
BEVERAGE COFFEE SHOPS & CAFES Butterfly Café JP Licks Mike's Donuts
RESTAURANTS & PUBS Brigham Circle Diner Flann O'Brien Pub
Mississippi's Penguin Pizza TGI Friday's The Squealing Pig PIZZA, SUBS
AND TAKE-OUT AK's Take-Out and Delivery Chacho's Pizza IL Mondo
Pizzeria Joseph's Pizzeria Kwik-E Subs RETAIL AC Hardware Boston
Building Materials Coop Martin's Beepers Tiny's Flowers of Mission Hill
Orchard Skateshop CONVENIENCE STORES AND GROCERIES Stop and
Shop WAN Convenience Pun JAB Mini Mart LIQUOR STORES ODB Liquors
Dara's Wine and Spirits
www.wit.edu/clp 5/29/2009

2005 Trade Area Demographics
18
Trade Area Characteristics
Population 21,238
Households 7,508
Median Age 30.25
Avg. Persons p/ Household 2.83
Owner-occupied 14.8%
Family Households 38.4%
Non-Family Households 61.6%
Group Quarters Population 4,431
Households w/ no Vehicle 46.4%
Public Transit, Bicycle, or Walking as 88.3%
Primary Mode of Transportation
www.wit.edu/clp 5/29/2009

2005 Trade Area Demographics
19
Income
Median Household Income $45,373
Average Household Income $34,018
Per Capita Income $17,860
Education Attainment
Some College/Associates 29.8%
Bachelors 21.8%
Masters or Higher 10.8%
Gender
Male 49%
Female 51%
www.wit.edu/clp 5/29/2009

2005 Trade Area Demographics
20
Age % (according to 2007 intercept survey)
Under 18 25.9% (5.8%)
18-34 26.1 (49%)
34-54 30.7 (27.9%)
55+ 17.4 (7.4%)
Race/Ethnic Origin
White 53.6%
Hispanic 15.7%
African American 20.2%
Asian 12.8%
Native Indian, Alaskan or Hawaiian or 0.6%
Pacific Islander
www.wit.edu/clp 5/29/2009

Trade Area Demographic Projections
21
2000 to 2010 residential population projection
according to the US Census is for flat to slightly
negative growth for the overall trade area
However, Boston (among numerous other large urban
centers) has repeatedly and successfully corrected
Census Projection Methodology, which
unfortunately does not reach down to the tract level
for estimates
www.wit.edu/clp 5/29/2009

Trade Area Demographic Projections
22
Key Considerations
1,400 + dormitory beds added within trade area since
the year 2000
2.2 million SF of space added to the LMA area
(partially overlapping with trade area) since 2000
2.4 million SF of additional space planned/under
construction in LMA area through 2010
One Roxbury Crossing Proposed Development
Nearly 500 units of new housing approved/under
review
www.wit.edu/clp 5/29/2009

Understanding The Mission Hill Patron:
23
Intercept Survey
Original Survey Customers Surveyed
conducted in 2000
Residents
gathered information
from 200 customers 11.4
Students
9.5
2007 survey gathered
50.1
information from more Longwood
Employee
than 600 customers 28.9
Business
Identical survey format Owner/Em
ployee
www.wit.edu/clp 5/29/2009

2007 Intercept Survey
24
Changes that would # %
increase patronage
Business Open Earlier 136 5.0
Business Open Later 255 9.3
Better Selection of Goods/Services 280 10.2
Better Quality of Goods/Services 251 9.2
Restaurant Delivery 208 7.6
Better Customer Service 218 8.0
Better Information 251 9.2
Increased Policing 250 9.1
Lower Prices 291 10.6
Improved Cleanliness 321 11.7
More Attractive Stores/Storefronts 278 10.1
www.wit.edu/clp 5/29/2009

What the Mission Hill Customer Wants
25
Top Ten Desired Business/Retail Options
1. Sit-down restaurants
2. Clothing stores
3. Retail stores
4. Bookstores
5. Convenient Food restaurants
6. Laundry/Cleaners
7. Cafes
8. Supermarket/Grocery/Specialty
9. Bars
10. Community/Social
www.wit.edu/clp 5/29/2009

Retail Sales (see full report)
26
Retail Type
Groceries (minus beer, wine & liquor) $18,060,994
Restaurants & Taverns $73,939,963
Apparel, Accessories & Merchandise $2,807,991
Furniture & Home Goods $0
Hardware, Building Materials & Garden $2,247,003
Office Supplies, Gifts, Stationary & $4,922,999
Novelty
General Merchandise $12,747,000
Electronics & Appliances $3,337,998
www.wit.edu/clp 5/29/2009

Retail Sales Potential (see full report)
27
Retail Type
Groceries (minus beer, wine & liquor) $69,180,043
Restaurants & Taverns ($18,442,945)
Apparel, Accessories & Merchandise $36,709,016
Furniture & Home Goods $8,882,002
Hardware, Building Materials & Garden $35,473,008
Office Supplies, Gifts, Stationary & $3,017,000
Novelty
General Merchandise $64,227,028
Electronics & Appliances $13,599,006
Total Leakage (minus pharmaceuticals and $180,469,060
institutional sales)
www.wit.edu/clp 5/29/2009

Retail Sales Potential Analysis
28
Certain Categories Currently Exceed Traditional,
Residential Expectations due to adjacency/overlap w/
LMAA (i.e. Restaurants, Textbooks, and Pharmaceuticals)
but may still have room for growth
Nearly all “traditional” commercial district categories
show significant leakage (i.e. apparel, general
merchandise, home goods, office supplies and novelties,
and electronics)
Other sales such as entertainment and hotel/lodging,
while not considered retail sales, show market potential
www.wit.edu/clp 5/29/2009

Challenges & Barriers
29
Institutional encroachment
Fragmented market, transient populations
High property valuations, market values for leasing =
barrier to small businesses and start-ups
Little retail presence
Lack of commercial/cultural anchors with strong
linkages to business (i.e. Theatre, Anchor
Stores/Attractions)
Excessive institutional/“office” presence on first floor
retail spaces
www.wit.edu/clp 5/29/2009

Strengths
30
Excellent access to large employment and student base
in the adjacent LMAA: 50,000+
Excellent access to transit (orange line, green line, #66,
and #39 buses) and surface routes (Huntington Ave,
Columbus Ave)
Excellent access to parks and green spaces
Institutional Anchors (i.e. the Mission Church, Library,
MFA, BCYF Headquarters, LMAA)
The Mission Hill business district serves a diverse
population: i.e. race/ethnicity, age, socio-economic
status, student/transient, professional, and long-term
residents/families
www.wit.edu/clp 5/29/2009

MHMS Action Strategies
31
Business Member Program that incorporates high quality technical
support and advising for sustainability and growth
Business Member Program that provides valuable and detailed
market research for members (i.e. customer identification (a la zip
codes), Claritas data, etc.
Collective Branding/Identity
Coordinated Calendar of Promotional Events & Activities
(substantially organized by businesses)
Business Recruitment/Expansion targeted towards “complimentary”
and “leveraging” enterprises according to current/project market
trends
Implementation of the Holy Trinity- Clean & Well-maintained
Storefront/Windows, Pretty Flowers/Plantings, Clear & Clean
Sidewalks
www.wit.edu/clp 5/29/2009

Top Areas for Business
32
Expansion/Recruitment
Home goods, hardware
Entertainment/Engagement (i.e. cooking school)
Niche Retail: Artistic creative (i.e. funky t shirt shop),
Shoe store, second-hand clothing and goods
Hybrid: i.e. Comics/Music/Movies/Books,
Bookstore/Café/Bakery, Video store & Inde-Theatre,
Laundry & Arcade
Sports/Fitness/Lifestyle: i.e. Yoga Studio, full-scale gym
a la BSC, Gym/Sporting Goods Store
Hotel/Extended Stay
www.wit.edu/clp 5/29/2009

Market Position Statement
33
Mission Hill is…
The crossroads for Boston’s Medical, Research & Academic
communities
Among the best connected commercial districts outside of
downtown w/ two rapid transit lines, commuter rail access,
multiple high-capacity bus and shuttle routes situated
between Rtes. 9 and 28
A vibrant and diverse community representing a true cross-
section of Boston (students, young professionals, and
families)
A neighborhood with architectural character and amazing
parks (and views) alongside restaurants, shops, and services
www.wit.edu/clp 5/29/2009