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Michigan State University: Urban and Regional...DOWNTOWN PORTLAND MARKET STUDY Michigan State...
Transcript of Michigan State University: Urban and Regional...DOWNTOWN PORTLAND MARKET STUDY Michigan State...
DOWNTOWN PORTLAND MARKET STUDYMichigan State University: Urban and Regional Planning, Spring 2011
Austin Colson, Brian KeeseyJosh Kluzak, Maria Kornakova, Ann Sojka, David Wood
Agenda
1. Project Scope2. Overview of Portland, MI3. Trade Area Profile4. Demographic Snapshot5. ESRI’s Consumer Lifestyle Characteristics6. ESRI Retail MarketPlace Data7. Public Participation8. Business Climate Survey9. Recommendations
Project Scope
Goal: provide the City of Portland with a comprehensive market study of the downtown area
Study Objectives Project Methods Clients
Patrick Reagan - Director of the City of Portland Downtown Development Authority/ Portland Main Street
Diane Smith - Ionia County Economic Alliance (ICEA), and MSU extension
Portland, Michigan
Portland’s Geography
State of Michigan City of Portland Downtown Portland
History of Portland
Downtown Analysis
2236%
1017%
1016%
1626%
35%
Portland BusinessesProfessional/Office Food/BeverageService RetailVacant
Downtown Analysis
Trade Area Profile
Trade Areas
Primary Trade Area
Secondary Trade Area
Demographic Snapshot
Trade Area Population
Trade Area Median Age
Trade Area Income
Trade Area Household Size
Consumer Lifestyle Characteristics
ESRI Tapestry Segments
Portland’s Tapestry Segments
22.7%
17.8%
11.0%7.1%
41.4%
Secondary Trade Area Tapestry Segments
L02-17 Green Acres L11-25 Salt of the EarthL10-32 Rustbelt Traditions L12-26 Midland CrowdOther
32.3%
29.8%
24.9%
13.0%
Primary Trade Area Tapestry Segments
L02-17 Green AcresL02-18 Cozy and ComfortableL10-32 Rustbelt TraditionsL12-26 Midland Crowd
Tapestry Segment Conclusion
Fairly conservative Fiscally responsible Appreciate do-it-yourself
projects Own at least one car Enjoy:
watching television playing sports eating out outdoor activities
ESRI Retail MarketPlace Data
Consumer Spending
Portland demands the following industries: Entertainment/Recreation Food Away from Home TV/Video/Audio Travel Vehicle Maintenance
Retail MarketPlace
What “fits” in downtown Portland? Small vacant lots Traditional downtown Competition
Primary Trade Area Gap Analysis
$0 $500 $1,000 $1,500
Retail Gap (in thousands of dollars)
Primary Trade Area Industries with a Leakage Factor Over 55
Shoe Stores
Special Food Services
Jewelry, Luggage andLeather Goods StoresVending Machine Operators
Office Supplies, Stationery,and Gift StoresClothing Stores
Specialty Food Stores
Electronics & ApplianceStoresFurniture and HomeFurnishings Stores
Secondary Trade Area Gap Analysis
$0 $2,000 $4,000 $6,000 $8,000
Retail Gap (in thousands of dollars)
Secondary Trade Area Industries with a Leakage Factor Over 55
Shoe Stores
Jewelry, Luggage, andLeather Goods Stores
Book, Periodical, and MusicStores
Electronic Shopping andMail-Order Houses
Direct SellingEstablishments
Clothing Stores
Electronics & ApplianceStores
Public Participation
Focus Group
Focus Group Findings
Good geographical location between Lansing and Grand Rapids
River Trail Safety Variety of businesses
Businesses close early Not enough entertainment
options “Bedroom Community” Better usage of riverfront
and boardwalk
Strengths Weaknesses
Focus Group Findings
Opera House Successful business
incubation Food specialty stores Attract a younger crowd
Loss of population, especially younger population
Sprawl Community hesitation to
change
Opportunities Threats
Business Climate Survey
Business Survey
Written Survey Results Questionnaire
consisted of five multiple choice and seven free-response questions
29 of the 61 businesses in Downtown Portland participated
Portland’s Business Climate
Business Survey Q6: In the next year or two, do you plan to change or modify your business in any of the
following ways?
33%
7%
27%
7%
18%
4%
2%
2%Expand your business
Expand hours of operation
Increase marketing
Increase number ofemployeesRelocate your businessoutside of downtownSell your business
Close your business
Other
Portland’s Business Climate
45%
8%4%
11%
32%
Business Survey Q10: What types of other businesses would you like to
see in downtown Portland?
Retail ServiceProfessional/Office Financial/BankingFood/Beverage
39%
15%
14%
32%
Business Survey Q11: What business types does Portland have
enough of already?
Service Professional/OfficeFinancial/Banking Food/Beverage
Recommendations
Expanding the Client Base
Specialty Food Stores
Spreading the Word
Thank you!
Questions?