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SDSU MBA Research Report


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April 2019 Final presentation by MBA Candidates at Fowler Business School, San Diego State University

Published in: Government & Nonprofit
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SDSU MBA Research Report

  1. 1. 1Karthik Gangadharan |Miranda Gill |Cody Gutierrez |Stash McCollough |Tracy Smith Driving La Jolla Demand: Visitor Insights
  2. 2. Agenda AnalysisBackground Objectives Findings Recommendations
  3. 3. Background 3
  4. 4. Background 4 Small Biz Demand BID SDSU
  5. 5. Your Goal La Jolla Village businesses seek to attract more local visitors to shop and dine 5
  6. 6. Trends 6 How can La Jolla Village adapt?
  7. 7. Opportunities Deliver data, insights, and recommendations 7
  8. 8. 8Objectives and Methodologies
  9. 9. Objective 1 Methodology 9 Motivators and Deterrents Master Survey Sources Survey of Southern California residents​ Survey of Southern California residents​ • Carlsbad​ • Solana Beach​ • Balboa Park​ • Online​
  10. 10. Objective 2 Methodology 10 Local Survey Consumer Insights Survey of Event Attendees • La Jolla Cove • Open Aire Farmer's Market Impact of events on Consumer Behavior
  11. 11. Objective 3 Methodology 11 Recommendation Focus Areas Increase Visitors Visitors Expenditure Reduce Traffic Increase Conversions
  12. 12. 5/8/2019 Cities and BID Analysis
  13. 13. Business Improvement Districts United States 13 Positive Image Sanitation Security Bureaucracy Four reasons why BIDs are important
  14. 14. Business Improvement Districts San Diego Overview 14 ROI: $9.2 for every $1 invested 18 BIDs in San Diego $15 Million revenue generated for the City of San Diego Source: San Diego economic development annual report 2018- neighborhood investment unit
  15. 15. BIDs: What worked elsewhere? Los Angeles: • Partnerships with schools encouraging parents to visit more often • LAX Gateway Shuttle service : Shuttle facilitates in creating a new experience
  16. 16. BIDs: What worked elsewhere? San Francisco: • Thematic pop-up festivals to engage repeat visitors • Pedestrian counters for "foot-fall" analytics • Signage and information kiosks
  17. 17. BIDs: What worked elsewhere? Seattle: • 10 year public-private partnership to reduce "drive-alone" commute to under 30% • "Task-force" - Dedicated teams focus on short-term high impact projects
  18. 18. 18 Market Research Findings
  19. 19. Local Survey Findings 19 69% Of respondents drove to La Jolla, 17% of visitors used rideshare 34% 68% Of respondents were from California: 85% of that group reside in San Diego County Of respondents were visiting La Jolla for the first time 55% Of respondents planned on patronizing a local business during their visit
  20. 20. Local Survey Findings 20 34% Of respondents were visiting La Jolla for the first time 55% Of respondents planned on patronizing a local business during their visit o 55% of Cove Visitors first visit o 19% of Event Visitors first visit o 63% of Cove Visitors planned to visit a local business o 49% of Event Visitors planned to visit a local business
  21. 21. Local Survey Findings
  22. 22. Master Survey Findings 22 0% Of respondents considered La Jolla Village an art and culture destination 65% 51% Of respondents were willing to park outside the Village and take a free shuttle Of respondents More likely that someone would revisit the Village if there was a loyalty program 100% Of those motivated to visit La Jolla for the shopping were 45 years old or younger
  23. 23. Master Survey Findings
  24. 24. Master Survey Findings
  25. 25. 25 Recommendations
  26. 26. 3 Areas of Opportunity  Pedestrian Experience  Locals Perks  Traffic Mitigation
  27. 27. Pedestrian Experience - Shore Walk
  28. 28. Pedestrian Experience Petition Coastal Commission Shore Walk from La Jolla Shores to La Jolla Village Improved Pedestrian Experience Reduced Traffic Increased Public Access
  29. 29. Wayfinding Signage
  30. 30. Locals' Perks 65% Revisit if Loyalty Program 57% Scenic Outdoors & Activities Locals' Discount Loyalty Program & Merchant Partnership Vouchers
  31. 31. Locals' Perks
  32. 32. Traffic Mitigation Parking Solutions Employee Parking Merchant Permits Staff Shuttle Visitor Parking Hop-on Hop- off Shuttle Other... 32
  33. 33. Visitor Shuttle
  34. 34. 34Karthik Gangadharan |Miranda Gill |Cody Gutierrez |Stash McCollough |Tracy Smith Driving La Jolla Demand: Key Consumer Insights