big dig iv - downtown kingston...everyone to bring it back in january (during the big dig) and get...

BIG DIG IV Resource

Guide

Clergy St

Barrie St

Division St

Princess St >

Queen St

Colborne St

<Brock St

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Big Dig 4 Resource Guide

• Map of Construction Area • FAQs • Best Practices • “How to Survive the Big Dig” brochure • Marketing 101 – Media Guide • Co-op Advertising Media List • Worksheet – “Marketing your Path through the Big Dig” (Produced by Rob Wood, 2015) • Downtown Kingston demographics

Our Big Dig 4 Resource Guide is also available on our website at: www.downtownkingston.ca/for-members

Subscribe to our e-newsletter!

Downtown Kingston! will be running various joint promotions for downtown businesses during the Big Dig 4. We’ll send out promo opportunities and construction notices to downtown business through our e-newsletter. Make sure you’re subscribed!

Subscribe here: www.downtownkingston.ca/for-members/e-newsletters

Questions or concerns? Please contact us at:

Downtown Kingston! BIA 353 King St. East, Suite 200 Kingston, ON K7L 3B5 613-542-8677 [email protected]

For questions and concerns about the logistics and schedule for the 2018 construction project, please contact the Contractor directly:

Aimee Austin, Communications Officer Len Corcoran Excavating [email protected] cell: 613-876-7900

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http://www.downtownkingston.ca/for-members

http://www.downtownkingston.ca/for-members/e-newsletters

mailto:[email protected]


| 12/2017

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PROPOSED CONSTRUCTION LIMITS

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QUEEN STREET

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PRINCESS STREET

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BROCK STREET

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CLERGY STREET

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BARRIE STREET

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DIVISION STREET

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COLBORNE STREET

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PRINCESS STREET - PHASE 4 (2018)

FAQs - For Businesses in the Construction Zone

How do businesses put out garbage during construction? The Contractor will look after garbage and recycling in conjunction with the City and third party haulers. Businesses will put out their garbage and recycling as normal and the construction crew will move it to ensure it is collected.

How do businesses get deliveries during construction? The Contractor will work with businesses to coordinate deliveries and the construction crew will assist where required. Please make sure you communicate your delivery schedule and needs with the Contractor’s Communications Officer.

How long will access be blocked to my business during construction? As part of the contract for the construction project, the Contractor will maintain access to businesses during construction; however, there may be disruption for several hours when the sidewalks are taken up and laid down. For those businesses with parking at their buildings, other arrangements will be made. Will there be service interruptions during construction? Some temporary interruptions will occur throughout construction – notice will be given for any planned work and the contractor will work with businesses to try to minimize these disruptions as much as possible.

What signage will be in the construction area? As in previous years, way finding signage will be placed on fences where appropriate. The Contractor will collect logos from businesses to use for signage. Detours – any detour information will be communicated as early as possible and the Contractor will handle signage for detours.

What communications will be happening during construction? You will have a representative from the Contractor as your main contact. The Contractor will employ “Greeters” to direct pedestrians and provide on-site communication with businesses and residents in the construction zone. The City of Kingston will have public relations notices addressing construction communications with businesses and the public. The Downtown Kingston! office will send construction updates and promotional opportunities through the DK! e-newsletter, newsletter and website.

What promotions will be happening during construction? Downtown Kingston! will be running several joint business promotions during the construction period. We’ll send notice of our promotions through our e-newsletter – please make sure you’re subscribed to our e-newsletter and we have your email!

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Has your basement/foundation been inspected? The City will be contacting property owners to inspect their basements and determine service connections through foundation walls.

Will you be incorporating patio space now or in the future? The City needs to know which businesses in the construction zone are planning on applying for a patio so that they can be incorporated into the street design.

Are you planning major building renovations? Property owners considering having work done to their buildings need to discuss plans with the City to ensure schedules do not conflict.

Does your building require interior work to comply with sewer separation? Owners will be required to ensure that storm and sanitary sewer lines inside the building are separated to feed into the separated pipes outside. Please have a plumber or other tradesperson check this as soon as possible.

Are you thinking about upgrading your services? (water, gas, sewer, electrical, phone, cable) Property Owners – if you are thinking about upgrading the services into your building (larger capacity, more, etc.), now is the time to do so. Significant cost savings will be realized by planning for it now. It may not be possible to make these upgrades once construction is completed.

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Best Practices

Start planning now for how you will mitigate the impact of construction. Will you push sales before construction, hibernate during and push sales after? Will you re-vamp your business and marketing strategies? Will you make no changes to how you operate your business? What will you do before construction is at your door? What will you do during? What will you do after?

What is the value offered by your businesses:

• Relationship with customers – how will you maintain this during construction? • Destination store – loyal customers may continue to come during construction because of a

unique product/service your offer. How will you encourage these customers to come to your business during construction? Are there ways to create easy access, a pick-up zone, or delivery during construction?

• Community – collaborate with your neighbouring businesses to cross-promote your products/services and share/re-tweet each other’s social media posts.

Your Customer:

• How do you develop loyal customers? • Transactional customers and impulse driven customers create a challenge. Are there ways to

encourage these customers to return? • Unique offerings / no direct competition. Can you offer a product/service that your customers

cannot find elsewhere? • Customer experience – will you provide a unique customer experience to encourage customer

loyalty during construction? • Price/Sales – will you offer discounts to encourage sales during construction? • Parking – will you direct your customers to parking lots that are not obstructed by construction? • Honk Mobile app – would you consider purchasing parking promo codes to give to your

customers during construction? • Encourage your customers to support the downtown through word of mouth, advertising and

social media!

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Advice and Lessons Learned

Many other downtown businesses have been already through Big Dig construction. Check out their advice! Also, see our brochure “How to Survive the Big Dig” for other tips and suggestions. “Construction was challenging for a business that relies heavily on walk-by traffic as walk-by traffic is significantly decreased during construction. Construction was financially challenging and sales were down 30%. In hindsight, I wished I had done more promotions and signage in preparation for the construction.” – Restaurant, Big Dig 2 Survivor

“In preparation for the Big Dig construction, I cut back on stock and staff, decreased my stock purchase by 20% and encouraged my staff to look elsewhere for part-time employment. I was pleasantly surprised to find how loyal my customers were and felt they wanted to help my business survive the construction. My businesses relied heavily on regular customers during the construction and to encourage repeat business, I offered coupons and promotions for customers to use during the construction period. Overall, I found my sales only decreased by 10% during the construction period and increased in July once the street re-opened.” – Retail, Big Dig 1 Survivor

“I advise you to have your finances in order in advance of construction. In preparation for construction, expect cash flow to be down and consider offering staff to take lay-offs. Loyal customers have a strong desire for downtown Kingston to survive. Instead of competing with each other, businesses can collaborate and help promote their neighbours’ business. Closing in January/February could be an option for some businesses.” – Restaurant, Big Dig 1 Survivor

“We designed a weekly promo ‘Can you Dig it’ for each and every week the street was closed. We did fun photos of our staff and the Big Dig construction crew and machinery to post on Facebook. Be thankful and accommodating to your customers where possible! (i.e. offer free delivery, walk customers to their car etc.) We hosted a construction crew later in the afternoon with free drinks and food to get to know the workers and vise versa. Overall, the Big Dig had minimal effect on our business in part because we worked harder, had no layoffs, and only a small reduction in inventory. We did things like ‘double your loyalty’ points promos. In December, we switched our till paper to a green colour and told everyone to bring it back in January (during the Big Dig) and get 10% off. Essentially, you need to have a staff meeting now to make a plan. You will survive and being organized with a plan will make it easier.” – Retail, Big Dig 3 Survivor

“Big Dig construction is definitely a challenge. Although we found our downtown guests incredibly supportive and encouraging, traffic, particularly in the evenings and sales were down substantially during the construction period and beyond. Close to 20% in fact. We shortened our hours, closing two evenings a week during construction in an attempt to control our labour costs. We stepped up social media posts and did some couponing. The positive is we've seen a substantial increase in sales in the year following Big Dig 3.” – Restaurant, Big Dig 3 Survivor

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How to Survive the Big Dig

1. Promotions

2. Mailing Lists

3. Signage

4. Alternate Entrances

5. Inventory

6. Staffing

7. Shopping

8. Satellite Locations

9. Online Presence

10. Hours of Operation

11. Think Outside the Box

12. Positive Attitude

Downtown Kingston! BIA 353 King St. East, Suite 200 613-542-8677 [email protected] www.downtownkingston.ca

© Jay Bridges 2016

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1. Promotions Are you doing more or cutting back? Co-promoting with a business that has products/services complimentary to yours? Are you taking advantage of the co-op advertising program offered by Downtown Kingston!? Are you tagging our Facebook page? Are you planning to offer special sales during the construction period? Holding special events? Are you utilizing all social media avenues available? Will you offer coupons to your customers who are buying from you now that are redeemable only during the construction period? Will you offer those coupons to your customers during construction that are redeemable after the work is done as a thank you for their loyalty?

2. Mailing ListsDo you have a mailing list for your frequent customers? This would provide a great way to target your offers to those people most likely to buy – loyal customers will find a way to get to your business no matter what! Would you consider enrolling in a loyalty program like Vicinity or others?

3. SignageThe City will be placing signage on the jersey barriers at the end of the street indicating the stores in the block that are open. Can you augment this with signage on your store? Advertising alternate entrances?

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4. Alternate EntrancesDo you have a back entrance to your business that customers can use? If so, what would it take to make it as easy to access as possible? (Think about signage, lighting, space to walk, make it inviting, etc.)

5. Inventory If you know you will be faced with construction in front of your store in the spring, should you consider reducing the amount of inventory you order for that season? Should you augment what you would normally order for the fall? Are there other lines you could bring in that might appeal to a market that would be new to your business to increase foot traffic?

6. Staffing If you expect business to be down a bit during the construction period, should you consider hiring fewer people in the summer? Or hire a part-time person instead of someone full-time?

7. Shopping Patronize your neighbour’s businesses – there are nearly 10,000 full and part-time employees in the BIA. Encourage your staff to shop at businesses that are having work done in front of their stores – they will return the favour when it’s your turn. Do you offer discounts to staff members of other downtown stores? If so, do they know?

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8. Satellite Locations/Co-Locations Could you open up a pop-up at a downtown location that is not inside the construction zone or partner with another downtown business to share some space?

9. Online Presence Have you invested in a website that shows your product lines? Is it capable of including an online shopping component? Can you deliver your products to local Kingstonians?

10. Hours of Operation Could you open later in the day and extend your hours later than 6 pm? This would mean you could be open longer into the evening after construction crews have left.

11. Think Outside the Box Have a great idea that you’ve always wanted to try? Get creative and explore new plans! Have a brainstorming session with your staff!

12. Positive Attitudes Operating a business with construction in front of your door isn’t easy, but it most certainly is doable. Talk to others who have been there and learn from their best practices. Stay positive – it won’t last forever and it will look great when it’s done!

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Marketing 101 – Media Guide

Times are shifting and you should be too! As we enter into a world where digital is king it only makes sense to be part of the conversation. Be effective and efficient with your marketing strategies. Know your business, clientele, and what works best for your products/services. We recommend a mix of traditional advertising and digital. This will ensure you are reaching the majority of your intended audience. You don’t have to do it all! Pick the platforms that work best for your business and the time you have available. It’s better to keep one or two social media platforms full of fresh well thought out content, than taking on too many. It takes a daily commitment and several hours every week to create and maintain online content.

Newspaper

• Tangible form of advertising • Short life span – need to advertise more than once to be effective • Call to action yields best results • Online component allows stories to be easily shared from one platform to another which in turn

puts more eyes on your ad

Radio

• High frequency advertising • Radio campaigns are best when run for 2+ weeks • Keep messages short, sweet & creative!

TV

• Best to run a long term campaign • Primetime slots are best, however they come with a higher price tag • Allows you to tell a story to your viewers • Once commercial is created you can promote in other areas (youtube, social media, website,

etc.)

Social Media

Facebook

• Great platform to engage with your clients • Low cost (staff hours) • Affordable advertising options that allow you to target your audience • 24/7 access to followers • Direct messaging options • Hashtag enabled

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Twitter

Twitter is a real-time information network where people can discover what’s happening in the world right now, share information instantly and connect with people and businesses around the globe.

• 280 character limits allow you to post quick and valuable information to followers • Free to set up/ run account • 24/7 access to followers • Hashtag enabled

Instagram

• Inspire people visually • Images tell a story – showcase your product, store, staff, etc. • Free to set up/run account • 24/7 access to followers • Hashtag enabled

Other avenues

Web, online store, shopify, pinterest, blog, youtube channel, etc.

Free Business Resources

Local Business Support

The Kingston Economic Development Corporation offers free and confidential services for small businesses including:

• Free one-on-one personal consultations and programs to discuss business ideas and needs • Referrals to professionals in the community • Information about financing programs and initiatives • Assistance in identifying the resources you may require to start and grow your business

Call for a free consultation at 613-544-2725 or email [email protected]

Workshops

The Kingston Economic Development Corporation offers free workshops for businesses including sessions on online marketing and social media.

Register here: http://business.kingstoncanada.com/en/events

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http://business.kingstoncanada.com/en/events

2017/18 MEDIA LIST THE KINGSTON WHIG-STANDARD

Aleisha Proudfoot: [email protected]

Daily newspaper

Focus: local, national & global news

Paid Subscriptions:

Mon-Fri: 11,500

Saturday: 13,500 • co-op programs in place

KINGSTON THIS WEEK


Free Weekly news paper (Thursday)

Focus: local news & weekly flyers

Printed copies: 53,500

• co-op programs offered through-out the year

KINGSTON LIFE / KINGSTON LIFE INTERIORS


Published every 2 months – local content magazine

Circulation: 15,500

• co-op opportunities available on a yearly basis (shopping guide & shopping co-op page, art gallery co-op)

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PROFILE MAGAZINE

Bonnie Golomb: [email protected]

Bi-monthly publication- local content magazine

Circulation: 16,000

• preferred rates for BIA members • possibility for co-op opportunities

CREATIVE DISPLAYS

Shana Douglas: [email protected]

Outdoor digital billboards (Ontario Street @ Queen / Gardiners Road near 401/ John Counter @ Sir John A)

3 boards combined daily reach: 34,980 views

Co-op program in place

PATTISON

613.544.5030

Outdoor digital billboards (Bath Road @ Portsmouth Ave / Gardiners Rd @ Centennial)

Average daily reach 19,000

Possibility for co-op program

BELL MEDIA: THE DRIVE (98.9) & FLY FM (98.3)

Tim Cunningham: [email protected]

Fly FM: Hot AC

25-37 yo - Female centric audience

The Drive: Alternative rock station

25-44 yo -Male centric audience


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ROGERS RADIO – COUNTRY 93.5 – KISS 102.7 – K-ROCK 105.7

Simon Wawrykow [email protected]

Country 93.5: Country music station

25-54 yo - Balanced listener audience between male and female

Kiss 102.7: Hot AC music

25-54 yo - Female centric audience

K-Rock 105.7

Classic & current rock station


Co-op programs in place

CORUS ENTERTAINMENT: BIG FM (96.3), FRESH FM 104.3 & CKWS TV

Mary Sudds [email protected]

613.544.2340

BIG FM – Classic Rock radio station


Fresh FM- Hot A/C music

18-54 yo -Female centric audience


VIVA PRODUCTIONS/STATION 14

613.766.0714

• Content marketing platform • Local news and information delivered online only • Video advertising opportunities (appear before news stories)

Co-op program available

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Downtown Kingston! BIA – Big Dig Page 1 of 4

For Downtown Kingston! BIA Use ONLY 2015, 8020Info Inc. [email protected] – http://www.8020info.com

Marketing Your Path Through The Big DigOct. 8, 2015 Confederation Place Hotel Session Leader: Rob Wood, 8020Info Inc.

Advertising • Brand Management • Customer Behaviour and Relationships • Sales • PR

• Place • Product /Services • Positioning • Pricing • Promotion • Research • Visual Design •

ROI • Segmentation • Email /Mobile/Social Media • Content Marketing • Word-of-Mouth

Big Dig 4 will significantly — and temporarily — change the operating

environment for your business. Now is a great time to revisit your

marketing assumptions & sharpen your approaches heading into 2018.

Some checkpoints, choices/decisions and potential pivots to consider:

Customer traffic Bus Relationships Competition

Operations Sales / Volumes Profits

Marketing Brand Other ?

Experience Product/service Image

Customer service Convenience Place

Trusted relationship None Other ?

Loyalty-driven Transactional Impulse/Convenience

Unique /only choice /no direct competitor Minimize costs

Not affected by location/place factors Other ?

Superior Function/Performance for the Price

Appealing Image and/or associations

Experiences for customers / clients Other ?

Keep on keeping on Hibernate Pulse Efforts

Blow it up & relaunch Adopt “alter ego” Other ?

Hunker down now & target pent-up / delayed demand later

Push advance sales, then sit tight, wait it out til resuming

Protect cash flow Protect profitability Protect volume

Reposition brand Keep relationships Minimize costs

Adapt experiences Seize opportunities Other ?

Primary Point of BD4Impact on Bus Model

Primary BD4 Impact

on Value Prop/Benefits

Business Strategy on

Timing / Business Flow

Business Survival

Objectives (Marketing)

Drivers of your

Customer Relationship

Drivers of your Brand

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Theresa

Typewritten Text

Theresa

Typewritten Text

*Produced by Rob Wood, 8020 Info Inc. for Downtown Kingston! BIA. Session was held Oct. 8, 2015

Theresa

Typewritten Text

Theresa

Typewritten Text

Theresa

Typewritten Text



For … [audience] … who want [benefit/need to be satisfied]

We offer [product/service/experience/solution] that features …

Unlike … [competitors, alternatives, substitutes, apathy] …

Points of Parity … satisficing / good enough

Points of Differentiation … different / better / special

Category defined by competitors / comparators

Category defined by personas

Products/Services Experiences Personal Brand

Push or Pull Pricing Place

Positioning Promotion Processes

Physical Elements People/Training Other ?

Build awareness Support relationships Elicit action

Boost interest/enthusiasm/desire/morale Advocate

Explain: reasons/rationale, policies, benefits, how to do [X]

Improve efficiency/productivity of communications functions

Responsiveness Reliability Communications

Access Customer Care Loyalty

Value for $ / time Fair treatment Other ?

Discovery Evaluation Transaction

Post-transaction Extend relationship Recovery

Other ?

Some Closing Thoughts:

Consider a “sideways marketing” approach — a series of steps, not one “silver bullet”

Look for ways to turn negatives into positives (creating jiu jitsu “flipping”)

Prepare to be adaptive (scenarios, training, temporary external resources, war chest etc.)

Team up for common cause and synergies; what can be done as a BD4 district?

Simplify for execution

Build it early (brand, relationships, positioning, expectations/framing, capacity)

Adjustments to your

Value Proposition or

Distinctive Offering ?

Key Messages

and Objectives

Customer

Service Values

Adjustments to Basic

Marketing Model ?

Market Categories,

Niches/Segmentation

Six Stages of

Customer Experience

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Marketing Communications Channel Checklist for Big Dig 4

Marketing communications specialists have a varied range of channels and techniques

for connection with audiences and target markets. When reviewing the checklist

below, consider which ones may be preferred based on past experiences as well as

others you may not have used but perhaps should be considered in future planning.

Potential Communications Channels/Techniques:

Traditional Mass Media Advertising

• Mass market and niche advertising • Radio

• Television (broadcast & online) • Cable Community Channels

• Newspapers – dailies • Newspapers - weeklies

• Magazines • Inserts and tabloid flyers

Media Relations

• Media releases • Media / press conferences

• Backgrounders • Photo opportunities

• Interviews and talk shows • Feature articles

• Letters to Editor & guest Op-Ed pieces • Community Editorial Board columns

Electronic/Online Media

• Web sites • Digital Online/Internet/Email marketing

• eNewsletters • Social Networking Media

• Online Video (e.g. YouTube) (Facebook, Twitter, LinkedIn)

Print materials / Publications

• Visual Identity/Logo/Slogan • Brochures

• Flyers • Trade publications

• Newsletters • Leave-behinds/stuffers/takeaways

Other Media:

• Direct mail/direct marketing • Call centres (in-bound)

• Coupon campaigns • Telemarketing (out-bound)

• Signage • Outdoor Advertising (Busboards/Billboards)

• Movie theatre trailers • Advertorials and infomercials

• Specialty items (hats, t-shirts, mugs, pens, bags, pins etc.)

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Promotions and event marketing

• Special events/cause marketing • Sales promotions and events

• Trade shows • In-store promotions

• Displays • Demonstrations

• Sampling programs • Street marketing

• Contests • Loyalty programs

• Membership drives • Networking mixers and receptions

• Public speaking engagements • Community relations programs

• Community donations & sponsorships • Conferences and conventions

Standard Business or Office Contact

• Physical environment • Customer service

• Operational partnerships • Correspondence

• Phone calls • Voice mail

• Fax • E-mail

• Business cards • Digital or social media contact

• Envelopes • Letterhead

• Invoices • Membership drives

• Request for Proposals • Delivery contact

• Product packaging • Application forms (e.g. for employment)

Buzz/Word of Mouth Marketing Public Education/Training

• Customers • Lectures

• Suppliers • Seminars/Workshops

• Employees • Training presentations

• Volunteers • White papers/Position papers

• Champions

Notes:

Page 19 | 12/2017

Downtown Kingston! BIA 353 King Street East, Suite 200

Kingston, Ontario, Canada K7L 3B5 6 Phone: (613) 542-8677Fax: (613) 542-0274Email: [email protected]

EXECUTIVE SUMMARY & KEY FACTSDowntown Kingston! is the perfect choice for your business and this report details some of the reasons why. Here are just some of the highlights:

Proximity to Markets• Kingston is strategically located along the shores of the St. Lawrence River, close to the US Border and just a few hours

from Montreal, Ottawa and Toronto, making it a perfect spot to live and a perfect draw for tourists

Population• Kingston’s Population – 169,750• Downtown Population – 21,134• Student Population (full and part time) – 29,900 in 2 Universities and 1 College• Highly educated, above average incomes• Home to CFB Kingston, with more than 3,700 military and 800 civilian workers on base

Downtown Kingston! Area• 124 acres• Nearly 10,000 employees• Over 700 businesses• More than 6,000,000 square feet of physical space (4,750,000 commercial, 1,350,000 residential)• Over $1.5 billion in Gross National Product (GNP) within the BIA boundary• $356,187,460 in assessed value of commercial property (2014)• Unique business mix• National brands not found in other cities our size• Unique independent businesses• Great mix of professional and public services• Concentration of public sector employers

• Over 250 days of special events programmed by the BIA, using 25,000 hours of volunteer energy• 300 historically designated properties

Recent Developments• Millions of dollars in municipal investment in public infrastructure• Hundreds of new residential units currently under construction, with many more in process• Dozens of buildings in the downtown core are being redeveloped into unique storefronts on the main level, with

apartments/offices above

Ontario’s Mid-sized Cities PopulationKitchener - Cambridge - Waterloo

London

St. Catharines - Niagara

Oshawa

Windsor

Barrie

Greater Sudbury

KINGSTON

Guelph

Brantford

Thunder Bay

Peterborough

Page 20 | 12/2017



DEMOGRAPHICS

Downtown Kingston Retail Trade Area

(2kms from Princess and Bagot Streets)

Downtown Kingston BIA Service Area (Princess and Bagot - 2km)

Executive Summary ObjectiveThe objective of this analysis is to help the Downtown Kingston BIA Service Area (Princess and Bagot - 2km) location understand more about its market and customers so that its management can identify opportunities to guide marketing and communication strategies that will help retain and grow customers. Defining the Trade AreaThe Downtown Kingston BIA Service Area (Princess and Bagot - 2km) trade area, outlined in red below, was defined by a Imported ALTERYX Spatial File. The trade area was built using the Statistics Canada 2011 Dissemination Areas as building blocks. These are the smallest available census measurement units, containing on average 250 to 400 households each. For this study, Downtown Kingston BIA Service Area (Princess and Bagot - 2km)'s trade area is compared to a benchmark; in this case Kingston (ON) (CMA).

Downtown Kingston BIA Service Area (Princess and

Bagot - 2km)Trade Area Definition

©Environics Analytics CONFIDENTIAL04/10/2014

3


Executive Summary ObjectiveThe objective of this analysis is to help the Downtown Kingston BIA Service Area (Princess and Bagot - 2km) location understand more about its market and customers so that its management can identify opportunities to guide marketing and communication strategies that will help retain and grow customers. Defining the Trade AreaThe Downtown Kingston BIA Service Area (Princess and Bagot - 2km) trade area, outlined in red below, was defined by a Imported ALTERYX Spatial File. The trade area was built using the Statistics Canada 2011 Dissemination Areas as building blocks. These are the smallest available census measurement units, containing on average 250 to 400 households each. For this study, Downtown Kingston BIA Service Area (Princess and Bagot - 2km)'s trade area is compared to a benchmark; in this case Kingston (ON) (CMA).

Downtown Kingston BIA Service Area (Princess and

Bagot - 2km)Trade Area Definition


3

Average household income $87,127; median household income $70,438 (whole city)

23,800 Queen’s students add to this population base

Retail Trade Area (2kms from Princess and Bagot Streets)

More than half the people of Kingston (55.4%) have a post-secondary education, slightly higher than the national and provincial average.

A high CLI score means that the community possesses the kinds of learning conditions that foster social and economic well-being. Kingston is on par with the provincial and national average.

The projected population for 2018

is 175,420.

Retail Trade Area (2kms from Princess and

Bagot Streets)

Average dwelling value: $391,869

(whole city)

averagehousehold

2.3average

household income

$87,127total households

10,715 averagehousehold value

$391,869

downtown

21,134

Queen’s

23,800

composite learning index

78

total population

169,750

post secondaryeducation

55.4%

Page 21 | 12/2017

* the percent composition of a variable within the Trade area compared to the percent composition of the same variable within the CMA



VARIABLE 2 KM TRADE AREA KINGSTON CMA

% INDEX*

COUNT %

BASE VARIABLES

Total households 10,715 71,541 ----

Total population 21,134 169,750 ----

HOUSEHOLD CHARACTERISTICS

AGE OF HOUSEHOLD MAINTAINER

Under 25 years 1,534 14.32% 5.78% 248

25 to 34 years 2,925 27.30% 16.05% 170

35-44 years 1,382 12.90% 14.93% 86

45-54 years 1,516 14.15% 19.95% 71

55-64 years 1,468 13.70% 18.12% 76

65-74 years 966 9.02% 14.14% 64

75 years or over 925 8.63% 11.02% 78

SIZE OF HOUSEHOLD

1 person 5,018 46.83% 28.45% 165

2 persons 3,565 33.27% 37.18% 89

3 persons 1,089 10.16% 15.36% 66

4+ persons 1,044 9.74% 19.01% 51

HOUSEHOLD TYPE

Family households 4,314 100.00% 100.00% 100

Couples with children 1,302 30.18% 41.16% 73

Couples without children 2,129 49.35% 43.24% 114

Lone-parent 883 20.47% 15.60% 131

1 family households 4,269 39.84% 63.72% 63

Multiple-family households 46 0.43% 1.29% 33

Non-family households 6,401 59.74% 34.98% 171

MARITAL STATUS

Single (never married) 8,729 45.38% 28.93% 157

Married or common-law 7,242 37.65% 55.68% 68

Widowed 1,149 5.97% 5.81% 103

Divorced 1,446 7.52% 6.29% 120

Separated (legally married) 667 3.47% 3.29% 106

AGE OF CHILDREN AT HOME

Total children at home 3,287 100.00% 100.00% 100

Under 5 years of age 683 20.78% 18.14% 115

5-9 years 614 18.68% 18.44% 101

10-14 years 493 15.00% 17.84% 84

15 -19 years 625 19.01% 20.10% 95

20-24 years 505 15.36% 14.78% 104

25 years and over 366 11.13% 10.69% 104

DEMOGRAPHICS

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ce: E

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nics

Ana

lytics

2014

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59Solo Scramble

U7 Urban Downscale

Rank:

HHld Count:

HHld %:

% in Benchmark:

Index:

1

4,543

42.40%

9.79%

433

49Daytrippers &

Nightowls

U7 Urban Downscale

Rank:

HHld Count:

HHld %:

% in Benchmark:

Index:

2

1,177

10.98%

4.55%

241

38Grey Pride

S4 Suburban Midscale

Rank:

HHld Count:

HHld %:

% in Benchmark:

Index:

3

1,088

10.15%

7.23%

141

60Single City Renters

U7 Urban Downscale

Rank:

HHld Count:

HHld %:

% in Benchmark:

Index:

4

795

7.42%

5.24%

142

08Money & Brains

U1 Urban Elite

Rank:

HHld Count:

HHld %:

% in Benchmark:

Index:

5

690

6.44%

4.20%

153

15Electric Avenues

U2 Urban Young

Rank:

HHld Count:

HHld %:

% in Benchmark:

Index:

6

674

6.29%

1.18%

531

31Grads & Pads

U2 Urban Young

Rank:

HHld Count:

HHld %:

% in Benchmark:

Index:

7

620

5.79%

1.59%

364

54Crafting & Curling

U4 Urban Mix

Rank:

HHld Count:

HHld %:

% in Benchmark:

Index:

8

593

5.53%

1.92%

288

DEMOGRAPHICSPRIZM C2 classifies all Canadians into one of 66 lifestyle types based on their demographics, marketplace preferences and psychographic Social Values, and because it’s linked to many important marketing surveys and databases, it can help businesses create the most complete picture possible of their customer segments. From target marketing and trade area analysis to merchandise mix and media buys, PRIZM C2 gives decision-makers data-driven analysis on what consumers are buying, doing and thinking.

The top 8 clusters in the Downtown Kingston! Trade Area are shown above, and represent 95.01% of the market’s households. These clusters have been thematically mapped and are shown on the next page. If you would like more information on each segment, including detailed demographic and lifestyle characteristics, please contact the Downtown Kingston! office.

Source: Environics Analytics 2014

Solo Scramble - Scattered across English Canada’s cities and large towns, Solo Scramble is often the first home-on-their-own for young singles, couples and single parents working at entry-level service jobs.

Daytrippers & Nightowls - With a third of residents under the age of 30, Daytrippers & Nightowls caters to young, footloose lifestyles.

Grey Pride - One of the oldest lifestyle types in Canada, Grey Pride is filled with over-60 singles, couples, widows and widowers living in urban- and suburban-fringe apartments.

Single City Renters - Life can be stressful in Single City Renters, a transient world of mostly poor, young singles and single-parent families.

Money & Brains - The residents of Money & Brains seem to have it all: high incomes, advanced degrees and sophisticated tastes to match their credentials.

Electric Avenues - Electric Avenues presents a classic portrait of young singles and couples pursuing lively urban lifestyles.

Grads & Pads - The nation’s most liberal lifestyle, Grads & Pads is a collection of young, ethnically diverse city dwellers living near universities.

Crafting & Curling - Crafting & Curling, a wide-ranging cluster of blue-collar and service sector workers in small cities and large towns, tends to stand out only in its below-averageness.

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DEMOGRAPHICS

2 KM TRADE AREA KINGSTON CMA % INDEX

Count % Comp Count % Comp

TOTAL POPULATION

Total Population 21,134 100.00 169,750 100.00 100

DAYTIME POPULATION

Total Daytime Population 32,964 155.98 160,244 94.40 165

Total Daytime Population at Home 10,643 32.29 86,849 54.20 60

Total Daytime Population at Home Aged 0-14 1,900 5.76 24,036 15.00 38

Total Daytime Population at Home Aged 15-64 5,727 17.37 36,100 22.53 77

Total Daytime Population at Home Aged 65 and Over 3,015 9.15 26,713 16.67 55

Total Daytime Population at Work 22,322 67.72 73,395 45.80 148


The following map shows where the most predominant lifestyle types (clusters) exist in the trade area.


PRIZMC2 Distribution

Trade AreaCluster - 59: Solo ScrambleCluster - 49: Daytrippers & NightowlsCluster - 38: Grey PrideCluster - 60: Single City RentersCluster - 08: Money & BrainsCluster - 15: Electric AvenuesCluster - 31: Grads & PadsCluster - 54: Crafting & CurlingOther Clusters


19

■ Solo Scramble

■ Daytrippers & Nightowls

■ Grey Pride

■ Single City Renters

■ Money & Brains

■ Electric Avenues

■ Grads & Pads

■ Crafting & Curling

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STUDENTS & HIGHER LEARNINGKingston is home to 29,900 post-secondary students. Our post secondary institutions account for more than $1.8 billion in direct spending in the Kingston economy. An educated population helps to stimulate the culture of our downtown core and our young students are drawn to the downtown due to their proximity and the availability of goods and services. With most schools within walking distance, downtown relies on and thrives in large part due to our student population. Our commitment to higher education is also reflected in the Kingston population, 55.4% of whom have a Bachelor’s Degree or higher.

Queen’s University:

• Number of Students – 23,800

• Local impact of Queen’s amounts to $1.5 billion a year

• $338 million in direct student spending

• $288 million in direct after-tax staff and faculty spending

• $9 million in direct spending by visitors to Queen’s

• $162 million in direct University spending on local goods and services

• $61 million in additional economic activity associated with the School of Medicine and the Southeastern Ontario Academic Medical Association.

• Annual payroll worth more than $331 million

St. Lawrence College:

• Number of Students – 4,400

• The College estimates that each student spends $15,000 annually in the community

• 297 full time employees and 550 part time employees

• Annual payroll of $30 million

• Overall impact of the College on Kingston economy is estimated to more than $300 million

Royal Military College of Canada(RMC):

• 1200 military and civilian students and researchers;

• 1200 military and civilian employees.

• $37 million in annual public payroll (Faculty, Civilian, and Military Staff)

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STUDENTS & HIGHER LEARNINGVARIABLE 2 KM TRADE AREA KINGSTON

CMA% INDEX

COUNT %

EDUCATION (2013)

No certificate, diploma or degree 2,720 14.91% 15.51% 96

High school certificate or equivalent 4,139 22.68% 25.13% 90

Apprenticeship or trades cert/dipl 689 3.78% 7.24% 52

College/CEGEP/non-uni cert/dipl 2,171 11.90% 20.14% 59

University cert/dipl below bachelor’s 503 2.76% 3.31% 83

University degree 8,025 43.98% 28.67% 153

COMMUTING

Car 4,162 43.71% 75.62% 58

Public Transit 741 7.78% 5.14% 151

Walking 3,416 35.88% 8.37% 429

Bicycle 617 6.48% 2.09% 310

HOUSEHOLD INCOME

Household Income $73,731 $90,657 81

Trade Area Benchmark

No Certificate

High School Trade School

College Uni< Bachelor

University

Education

30%25%20%15%10%

5%0%

Trade Area Benchmark

-25 25-34 35-44 45-54 55-64 65-74 75+

Population Age

“Kingston’s institutions have also played an important role in maintaining a healthy and vibrant downtown. Queen’s University,

Hotel Dieu Hospital, Kingston General Hospital, and the Royal Military College have been critical in supporting the downtown economy.”

Canadian Urban Institute

Page 26 | 12/2017

big dig iv - downtown kingston...everyone to bring it back in january (during the big dig) and get...

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