City of Milan civic satisfaction survey Tolan Square results

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City of Milan civic satisfaction survey Tolan Square results 2016

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City of Milan civic satisfaction survey Tolan Square results

  1. 1. Big Buck Research & Analytics City of Milan Civic Satisfaction Study
  2. 2. 2 Purpose Goal OutcomeApproach • Differentiate dissatisfaction with street closure and satisfaction with town square itself, events, and activities • Gauge social, cultural, and financial impact on community • Recommend go/no-go • Identify nay-sayers • Propose communication strategy targeting nay-sayers • Propose other improvements to enhance square • Determine whether investment into permanent structure will benefit community • Understand risks associated with permanent structure
  3. 3. 3 Methodology Online Survey Depth Interviews Survey Sample • Milan and greater Milan area residents and business representatives • When both resident and business, respondent takes business-oriented version • Face-to-face interviews with downtown business representatives to probe deeper concerns, sensitive topics (financial impact), etc. • Fielded Mar 23-Apr 28 • Dissemination through mail, social media, e- newsletter • Alternative phone survey collected from elderly and those without internet • n= 385 respondents
  4. 4. 4 Satisfaction Participation Impact Recommendations Findings
  5. 5. Satisfaction 5
  6. 6. 5.5 4.9 10.9 15.3 7.0 24.7 9.4 22.3 0 5 10 15 20 25 30 Idon'trecall Never Rarely Lessthanonceaweek Onceaweek Everycoupleofdays Onceaday Severaltimesaday 6 Tolan Street Activity Q: Please enter the typical destination(s) you were driving to when you used to drive through Tolan Street. Q: Before it was converted to Tolan Square, how frequently did you drive through Tolan Street? Top Pre-Closure Destinations • School (109) • Residence (96) • Business (39) • Church (37) • Pizza (32) • Parking Lot (28) Pre-Closure Drive Through Frequency (%)
  7. 7. • On a 0 to 10 scale, where 10 indicates extreme dissatisfaction, we find that most are not dissatisfied • No statistical difference between • Milan voters/non-voters • Persons/businesses • Monroe/Washtenaw • There are, however, diffs between: • Respondents transporting children to school and everyone else • Age groups • Tolan street drive-through frequency 7 Dissatisfaction with Street Closure Q: In general, how dissatisfied are you with the conversion of Tolan Street to Tolan Square on a scale from 0 to 10, where 10 indicates extreme dissatisfaction and 0 indicates not dissatisfied at all?
  8. 8. 8 Dissatisfaction with Street Closure Q: In general, how dissatisfied are you with the conversion of Tolan Street to Tolan Square on a scale from 0 to 10, where 10 indicates extreme dissatisfaction and 0 indicates not dissatisfied at all? Respondents Transporting Children to School Everyone Else
  9. 9. 9 Dissatisfaction with Street Closure Q: In general, how dissatisfied are you with the conversion of Tolan Street to Tolan Square on a scale from 0 to 10, where 10 indicates extreme dissatisfaction and 0 indicates not dissatisfied at all? • Residents ages 46-64 are statistically more dissatisfied with the street closure than everyone else • (There is no difference across ages among business respondents)
  10. 10. 0 1 2 3 4 5 6 7 8 9 10 Never Rarely Occasionally, but less than once a week Once a week Every couple of days Once a day Several times a day AverageDissatisfactionwithClosure Tolan Street Drive-Through Frequency 10 Dissatisfaction with Street Closure Q: In general, how dissatisfied are you with the conversion of Tolan Street to Tolan Square on a scale from 0 to 10, where 10 indicates extreme dissatisfaction and 0 indicates not dissatisfied at all? Extremely Dissatisfied Not Dissatisfied at All
  11. 11. 11 Dissatisfaction with Street Closure Q: In general, how dissatisfied are you with the conversion of Tolan Street to Tolan Square on a scale from 0 to 10, where 10 indicates extreme dissatisfaction and 0 indicates not dissatisfied at all? Q: Please mark the features and events in which you participated in or attended. (Check all that apply.) • Greater participation in square features & events decreases dissatisfaction with the conversion of Tolan Street into Tolan Square
  12. 12. • On a 0 to 10 scale, where 10 indicates extreme satisfaction, we find that the community skews toward satisfaction • There is no statistical difference between residents & businesses, between Monroe & Washtenaw county respondents, or between those transporting children to school and everyone else 12 Satisfaction with Tolan Square Q: In general, how satisfied are you with Tolan Square on a scale from 0 to 10, where 0 indicates extreme dissatisfaction and 10 indicates extreme satisfaction? Extremely Satisfied Extremely Dissatisfied
  13. 13. 13 Triangulating Satisfaction Q: On a scale of 0 to 10, where 0 indicates extremely unlikely and 10 indicates extremely likely, how likely are you to recommend Tolan Square or Tolan Square events to people that you know outside the community? • What’s known as “the ultimate question” is the universally- accepted measure of commitment/loyalty in the market research field • This covert measure of satisfaction finds similar results as the explicit satisfaction question Extremely Loyal Extremely Disloyal
  14. 14. 14 Triangulating Satisfaction Q: On a scale of 0 to 10 where 0 indicates extremely unlikely and 10 indicates extremely likely, how likely are you to attend or participate in Tolan Square events in the future? • A third measure of satisfaction, participation intent, reveals 44.5% of respondents have strong intentions to participate in future events • (Based on % of respondents rating item >=8 on 0 to 10 scale) 44.5%
  15. 15. • A fourth measure of satisfaction reveals 43.8% of respondents strongly agree Tolan Square benefits the community • (Based on % of respondents rating item >=8 on 0 to 10 scale) 15 Triangulating Satisfaction Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme disagreement and 10 indicates extreme agreement: Tolan Square benefits the community. 43.8%
  16. 16. • A fifth measure of satisfaction reveals 32.4% of respondents strongly agree Tolan Square meets expectations of a town square • (Based on % of respondents rating item >=8 on 0 to 10 scale) 16 Triangulating Satisfaction Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme disagreement and 10 indicates extreme agreement: So far, Tolan Square has met my expectations of a town square. 32.4%
  17. 17. 27.6 32.4 33.1 37.7 43.8 44.5 0 5 10 15 20 25 30 35 40 45 50 Dissatisfaction with Conversion Meets Expectations of a Town Square Likelihood to Recommend Satisfaction with Square Community Benefit Agreement Intent to Participate in Future Events % Ratings >=8 on 0 to 10 Scale 17 Net Satisfaction
  18. 18. 18 Satisfaction Summary Street Closure Dissatisfaction Net SatisfactionTolan Square Satisfaction • Five different measures of satisfaction yield consistent results • All measures of satisfaction with the square outweigh dissatisfaction with the street closure • This difference is statistically significant • Dissatisfaction skews toward certain age groups and respondents transporting children to school • Dissatisfaction with closure declines with event attendance
  19. 19. Participation 19
  20. 20. 43.4 45.2 55.3 64.4 78.2 80.8 81.3 92.5 94.0 0 10 20 30 40 50 60 70 80 90 100 Halloween Movies Geocaching Day Spring Clean Up Refreshment Area Live Music Coffee Off Christmas Parade Marketplace Picnic Area Let's Chill Artisan Tent Farmer's Market 20 Awareness of Square Events Q: Following is a list of features and events that have taken place at Tolan Square in the past 9 months. Please mark those that you are aware of. Check all that apply.
  21. 21. 5.2 6.8 10.1 16.9 17.4 19.0 29.9 31.9 34.3 0 10 20 30 40 50 60 70 80 90 100 Geocaching Day Halloween Movies Spring Clean Up Refreshment Area Live Music Picnic Area Coffee Off Christmas Parade Marketplace Let's Chill Artisan Tent Farmer's Market 21 Participation in Square Events Q: Please mark the features and events in which you participated in or attended. Check all that apply.
  22. 22. 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% Coffee Off Farmers Market GeoCaching Xmas Parade Mkt Place Let's Chill Tent Halloween Movies Picnic Area Live Music Spring Clean Refreshment Area Square Participation Comparison Transports Child(ren) to School Everyone Else 22 Participation in Square Events Q: Please mark the features and events in which you participated in or attended. Check all that apply. Base: Respondents who transport child(ren) to school.
  23. 23. 35.4 40.8 53.2 53.3 54.9 56.1 56.7 58.2 62.3 0 10 20 30 40 50 60 70 80 90 100 Geocaching Day Halloween Movies Farmer's Market Spring Clean Up Refreshment Area Picnic Area Live Music Christmas Parade Marketplace Coffee Off Let's Chill Artisan Tent % Ratings >=8 on 0 to 10 Scale 23 Satisfaction with Square Events Q: Of the following features and events that have taken place at Tolan Square, please describe your level of satisfaction with each item on a scale from 0 to 10, where 0 indicates extreme dissatisfaction and 10 indicates extreme satisfaction. If you have not attended or participated in the event or feature, please leave the item blank.
  24. 24. • Besides a measure of satisfaction, this measure suggests long-term viability of the square is promising • 44.5% of respondents strongly plan to participate in future Tolan Square events 24 Future Participation Intent Q: On a scale of 0 to 10 where 0 indicates extremely unlikely and 10 indicates extremely likely, how likely are you to attend or participate in Tolan Square events in the future? 44.5%
  25. 25. 25 Event Participation Summary Awareness OutlookEvents • More than half of respondents are strongly satisfied with 7 of the 9 features/events evaluated • Prevalence of strong satisfaction is high on most events • Participation intent in future events is also very strong • Awareness of most events is quite high • Yet, nay-sayers suggest more event advertising would increase satisfaction with the square
  26. 26. Impact 26
  27. 27. 27 Financial Impact Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme disagreement and 10 indicates extreme agreement: Tolan Square benefits local businesses. (Base: All respondents) Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme disagreement and 10 indicates extreme agreement: The conversion of Tolan Street to Tolan Square has financially benefited my business. (Base: Business representatives) 42.0% 15.7%
  28. 28. Base: Downtown businesses. Source: Depth interviews. 28 Financial Impact Base: All business representatives. Q: Please answer the following questions on a scale from 0 to 10, where 0 indicates extreme disagreement and 10 indicates extreme agreement: I expect my business to benefit from Tolan Square in the future. • Most downtown Milan businesses are not positively affected by Tolan Square events • Business hours not applicable • Business types not conducive • Impacted businesses are open on weekends and provide retail shopping experiences or food/drink (not services) • These businesses are optimistic about future impact of square on their business
  29. 29. Base: Downtown businesses. Source: Depth interviews. • Certain downtown businesses report: • 10-15% sales lift during events • 20-25% sales lift during major events • Certain events especially boost these businesses: • “When the farmer’s market turnout is low, my sales are still double that of a typical Friday. But when the farmer’s market has a big turnout, my sales are triple.” • “On the day of Winterfest, my sales were 15% greater than my previous best sales day in history!” • “Nothing in town will create evening business but the Square.” 29 Financial Impact
  30. 30. 30 Business Access Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme disagreement and 10 indicates extreme agreement: Tolan Square makes it difficult for my patrons to drive to my business. (Base: All business representatives.) Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme disagreement and 10 indicates extreme agreement: The conversion of Tolan Street to Tolan Square has increased the foot traffic around my business. (Base: All business representatives.)
  31. 31. 2.6 7.5 7.7 11.5 21.7 30.1 35.0 50.7 50.8 0.0 10.0 20.0 30.0 40.0 50.0 60.0 Spring Clean Up Refreshment Area Picnic Area Live Music Halloween Movies Christmas Parade Marketplace Let's Chill Artisan Tent Geocaching Day Coffee Off Farmer's Market 31 Purchased at Square Events Q: Please mark the features and events in which you made a purchase. Check all that apply. Base: Respondents who attended each event.
  32. 32. • Community cohesion is important because it is a measure of loyalty, a necessary component of long-term resident and business retention • 38.4% of respondents strongly agree Tolan Square brings the community together 32 Community Cohesion Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme disagreement and 10 indicates extreme agreement: Tolan Square really brings the community together. 38.4%
  33. 33. • Community culture is important because it attracts new residents and businesses, a necessary component of long-term growth • 38.3% of respondents strongly agree Tolan Square brings the community together 33 Community Culture Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme disagreement and 10 indicates extreme agreement: Tolan Square has enhanced community culture. 38.3%
  34. 34. 34 Community Image Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme disagreement and 10 indicates extreme agreement: The conversion of Tolan Street into Tolan Square has changed my opinion of Milan’s image. Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme disagreement and 10 indicates extreme agreement: I think the conversion of Tolan Street into Tolan Square has the ability to change outsiders’ perceptions of Milan’s image. 30.7% 31.7%
  35. 35. 35 Impact Summary Business Commerce Community Culture Community Cohesion • Tolan Square has the ability to help retain existing residents and businesses • Tolan Square has the ability to help attract new residents and businesses • Tolan Square has a strong, positive financial impact among businesses providing weekend retail shopping or food/drink Community Image • Tolan Square has the ability to enhance Milan’s image • Image is a marketable construct
  36. 36. Recommendations 36
  37. 37. 37 General Recommendations Business Composition Marketing Strategy Structural Enhancements • Leverage community impact of Tolan Square in resident- focused communications as well as commercial acquisition strategies • Milan’s downtown business composition lacks weekend shopping culture that could create synergies with vibrant town square events • Traditional town squares typically incorporate 1 of the following structures: • Fountain • Statue • Clock Tower • Full-Time Open- Air Market
  38. 38. 38 Political Recommendations Nay-Sayers Events to Boost Businesses Communication Preferences • Both child- transporters and those aged 46-64 prefer to be communicated with through facebook and postal mail • Mid-week events could have impact on certain local businesses • Increased kid- oriented events will likely quell dissatisfaction with street closure among those inconvenienced in transporting children to school
  39. 39. General Ideas • More Events • More Advertising of Events • Expand to Main Street Curb • Better Parking • Shade / Umbrellas • Fountain • Change Back, but Close for Events • Change Trash Cans / Clean-Up Specific Events • Little Italy Night • Craft Shows • Local Art/Authors • Kid’s Dog Show • BBQ Party • Kid’s Events • Better Farmer’s Market • Food Trucks 39 Suggestions to Increase Satisfaction Q: Please enter any idea(s) that you may have for additional features or events that would increase your satisfaction with Tolan Square.

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