1. Prairie du Chien Downtown Revitalization Market Analysis Results Compiled by Laura Brown Crawford County UW ExtensionOctober 4, 2010
2. About the Market Analysis Initiated in 2006 Administered by Economic Restructuring Committee Goals: Inform local business owners about customer preferences Inform PDRI, the City, and other ED organizations about appropriate next steps for downtown development
3. Market Analysis Components Local Economic Analysis- 2007 Business Operator Survey- 2006-2007 Consumer Survey Findings- 2008 Housing Needs Assessment (Community Development Alternatives, Inc.) – 2008 Business Mix Analysis Trade Area Analysis Demographics and Lifestyles Analysis
10. Information & Assistance Needs Over 20 percent of respondents suggested that they would be interested in information regarding: financial management advertising and marketing customer service or hospitality building improvements and internet or e-commerce.
12. Sentiments About the Downtown I always try to direct customers to other downtown businesses (63%); I seek ways to cooperate with complementary downtown businesses (56%); I feel safe downtown, even at night (56%); I always try to buy products and services locally (47%); and Employees of my business show great customer service (44%).
13. Sentiments About the Downtown My building façade draws customers into my business (10%) Local municipal services are well worth the level of local taxation (9%) Childcare for employees and customers is readily available (95)
14. Business and Workforce Data Years in Operation 20 years or more - 31 businesses (53%)! 11-20 years- 10 businesses (17%) 6- 10 years – 10 businesses (17%) 1-5 years (7%) < 1 year – 3 businesses (5%) 50% have owned their business for 11 years or more.
15. Our Customers Make less than $75,000/year Have a mortgage or rent of $300-749/month Don’t live downtown and don’t want to 58% live within 10 minutes of downtown Leisure activities: listening to music, computer and internet, cooking, reading Books and magazines: cooking/food/wine, home and garden, outdoor & nature
16. When & Why They Shop Monday before 11 am Friday from 11 am-2 pm Friday,2 pm-5 am 69 % of customers are from Prairie du Chien, Marquette or McGregor Prairie du Chien Business Survey, 2007
17. When & Why They Shop Most desirable extended hours Prairie du Chien Consumer Survey, 2008
18. When & Why They Shop People stop by downtown for: Food (restaurants) Drinks (bars) See friends To shop Buy gifts and support local shops Buy shoes For entertainment (parades, etc.) It is convenient. Specifically mentioned downtown draws: Starks, Hamann’s, the Post Office, Sports World, banks, Simply, Mulligans, the Island, Pete’s and the drug store/pharmacy, were
19. Where They Shop Wal-Mart (70%) Riverside Square (29%) Downtown (29%) La Crosse (4%) Dubuque (1.3%) Madison (1.3%) Consumer respondents report “better selection” as the most common reason why they shop in places other than the downtown.
20. Where They shop The perceived advantages Wal-Mart has over stores in downtown Prairie du Chien include better hours, better selection and better prices. 26 % of respondents felt that downtown Prairie du Chien businesses were open when they wanted to shop; 25 % felt that businesses sell products and services they want.
21. What businesses would you like to see downtown? Book store (59% /59%) Bakery- cafe (55% / 46%) Sub shop (43% / 51%) Office supply store (53%) Consumer interest in a variety of ethnic restaurants, predominantly Mexican and Italian. Significant interest in a variety of fast food eateries. (Consumer Survey, 2008)
22. What community assets would you like to see developed? Open air markets (produce, fish, art, music) Walking trail Sports complex Streetscape Performing arts center
23. Opportunities & Challenges Opportunities: Downtown destination Bluff protections Organized/structured growth Intergovernmental cooperation Development of St. Feriole Island Threats: Business moving out of City Loss of shared revenue Bluff development Low wages Fear of change Out of town shopping – downtown conversion to office space 2003 Prairie du Chien Comprehensive Plan, SWOT meeting
The respondents had very little consensus on major challenges. Of eighteen possible challenges, expensive employee wages or benefits was the major challenge identified most often. Minor challenges frequently cited included competition, both in-town and out of town, employee recruitment and retention, parking, unavailable or expensive utilities and expensive employee wages or benefits.
Over 20 percent of respondents suggested that they would be interested in information regarding financial management, advertising and marketing, customer service or hospitality, building improvements and internet or e-commerce.
The statements with a high percentage of strongly agrees are the following:I always try to direct customers to other downtown businesses (63%);I seek ways to cooperate with the complementary downtown businesses (56%);I feel safe downtown, even at night (56%);I always try to buy products and services locally (47%); andEmployees of my business show great customer service (44%). There was a neutral feeling toward store fronts; respondents were largely indifferent to facades and window displays. This feeling was communicated in the following statements:My building facade draws customers into my business- neutral (42%); and My window and store display helps my business- neutral (44%).
The statements with a high percentage of strongly agrees are the following:I always try to direct customers to other downtown businesses (63%);I seek ways to cooperate with the complementary downtown businesses (56%);I feel safe downtown, even at night (56%);I always try to buy products and services locally (47%); andEmployees of my business show great customer service (44%). There was a neutral feeling toward store fronts; respondents were largely indifferent to facades and window displays. This feeling was communicated in the following statements:My building facade draws customers into my business- neutral (42%); and My window and store display helps my business- neutral (44%).
Thirty one businesses (or 53% of respondents) report having been in operation for over 20 years. Ten businesses (or 17% of respondents) report having been in operation for 11 to 20 years and another ten businesses (17% of respondents) in operation for 6 to 10 years. Four businesses (7% of respondents) have been in operation for 1 to 5 years and finally, three businesses (5% of respondents) have been in operation for less than 1 year.How long have you been the owner of your business? (Q12)Sixteen business owners (or 28%) have owned their business for more than 20 years; Seventeen owners (or 30%) for 11 to 20 years and twelve owners (or 21%) have owned their business for 6 to 10 years. Eight owners (or 14%) have owned their business for 1 to 5 years and 4 owners (or 7%) have owned their business for less than 1 year. Does your business own or lease the space in which it is located? (Q13)Over half of those who responded own their property. Thirty five percent of the business owners reported that they leased their property and another 6 percent lease but want to purchase.
When do you typically shop for non-grocery items? (Q1) Respondents identified two major times in which they do their non-grocery retail shopping: weekdays after 5 p.m. and weekends from 11a.m. to 5 p.m. Survey data shows that the sampled consumers do very little shopping between Monday and Friday prior to 2 p.m. However, weekend shopping is likely to begin earlier, around 11 a.m. When asked about hours in which they would shop, should the stores extend their hours, respondents preferred Friday after 5 pm and Saturday afternoon. Comparably there was very little interest in extended hours during the week. How often do you eat out? How often do you eat breakfast, lunch and dinner in Prairie du Chein? (Q3, Q4) When going out for meals, 50 percent of respondents indicated they eat out for lunch at least once a week and 47 percent these people eat out in Prairie du Chien ; 52 percent eat out for dinner at least once a week with 43 percent of these meals in Prairie du Chien. Breakfast was shown to have less frequency as only 18 percent of respondents go out for breakfast at least once a week with 13 percent in Prairie du Chien; 24 percent indicated that they never go
Blue+ places identified in the Business survey- red in consumer survey. Black- identified in both surveys Business owners seems to have a good handle on why people come to the downtownFROM CONSUMER SURVEY: Respondents highlighted three events as ones they attend most frequently. They were: Rendezvous (21%), Crazy Days (14%) and St. Patrick’s Day Parade (13%). How often do you come to downtown Prairie du Chien for the following? (Q9) Respondents reported that they often pass through downtown on their way to someplace else (68%) at least once a week, and often up to 5 times a week. Most commonly, people come to downtown Prairie du Chien for work (39%), non-grocery retail shopping (38%), eating out (28%) and personal care or professional services (11%). What are the two biggest non-work reasons for you to stop downtown? (Q10) With a little over 360 respondents to this question, there were a lot of different answers. The most common general responses people gave for stopping downtown included to shop, see friends and eat. Many people also named specific businesses and attractions that draw them downtown. The most commonly mentioned businesses were: Sports World; the Island; Starks; Mulligan’s; Simply; Pete’s Hamburger Stand; and Hammans.
The above chart indicates that 29 percent of respondents shop Downtown once or more per week. Through the survey, respondents were able to identify how often they shop on a regular basis. Given six choices, respondents pointed to Wal-Mart Supercenter as the place where they do most of their weekly shopping. The following is a list of how often respondents shop outside of Prairie du Chien: Wal-Mart Supercenter (70%); Riverside Square (29%); Downtown PDC (29%); La Crosse (4%); Dubuque (1.3%); and Madison (1.3%).
Red- from consumer survey- blue business surveyExisting businesses are most interested in seeing the following businesses come downtown: book store (59%), bakery (55%), office supply store (53%) and sub shop (43%). This parallels what consumers would like ( The community assets they would like to see developed include: open air markets (produce, fish, art, music) (55%), streetscape (40%), walking trail (36%), and performing arts center (27%).
From both business and consumer surveysOnly 21 percent of the respondents said they were happy with Prarie du Chien’s cultural opportunities. No specific festival seemed to draw the respondents to the downtown, with the highest participation rate being Rendezvous at 21 percent. Only 22 percent of respondents were happy with downtown Prairie du Chien’s entertainment options. In the comments section, respondents noted that downtown PdC needs more options, variety and entertainment as well as more places for singles and teens to hang out that is not centered around drinking. The development of walking trails, an open air market and a sports complex ranked highest on respondents list of community assets they would like to see in downtown Prairie du Chien. Only 26 percent of respondents are happy with Prairie du Chien’s recreational programs. The most common leisure activities include listening to music, computer and internet activity, cooking, reading for pleasure, fishing and hunting. These are areas that people might be more willing to spend money on both planned and impulse purchases.
Economic SWOT Analysis The following is a summary of community SWOT meeting conducted on March 12 and 27, 2003 obtained from the Prairie du Chien Comprehensive plan. The items shown below were deemed “most critical” by meeting participants and drawn from a larger list of strengths, weaknesses, opportunities, and threats that can be viewed in its entirety here: http://www.prairieduchien-wi.gov/downloads/city_hall/comp_plan/Appendix%20C%20-%20Swot%20Analysis.pdf. Opportunities: Downtown destination Bluff protections Organized/structured growth Intergovernmental cooperation Development of St. Feriole Island Threats: Business moving out of City Loss of shared revenue Bluff development Low wages Fear of change Out of town shopping – downtown conversion to office space
