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TRANSCRIPT
BTVStat 2/27/2018
Church Street Marketplace
Outline• Spotlight on 2017 Holiday Season• Sales, digital impressions, parking, customer origin, holiday BPD calls
• Social Media Presence• Trends over time• Categorization of posts
• Key Findings from Annual Surveys• Marketplace Marketing Survey- overall sales, reaction to foot patrols• Customer Services Survey-marketing, maintenance, administration/licensing,
security • Looking Ahead• Plan for classifying gross receipts
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2017 Holiday Season
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2017 Holiday Season Overall Sales (feedback from our retailers)
Great!29%
Good44%
Average18%
Poor9%
54% say the Fourth Quarter (Oct – Dec) is where sales are strongest.**
Survey of CSM retailers collected end of December. 33 responses.
** Fourth quarter information from CSM 2017 Marketing Survey. Survey had 37 respondents and was conducted in January, 2018.
Holiday Digital Impressions(Black Friday-End of Year)
Facebook: 457,903Instagram: 566,013Twitter: 68,200Website: 90,135Emails: 30,090VPR: 211,576
Total: 1,423,917
4
Marketplace Garage Parking
December 2016 December 2017 Percent Change
Transactions with revenue 10,579 12,992 +23%
Transactions without revenue 25,309 29,607 +17%
Total parking transactions 35,888 42,599 +19%
5
Numbers from the Department of Public Works
All Burlington ParkMobile Users’ Zip Codes (Dec. 2017)
Burlington, 32%
Surrounding Burlington Area,
32%
Rest of Vermont, 20%
Neighbor States, 9%
Other States, 6%International, <1%
Surrounding Burlington Area: South Burlington, Winooski, Colchester, Essex Junction, Williston, ShelburneRest of Vermont: Vermont zip codes excluding Burlington and surrounding Burlington areaNeighbor States: Massachusetts, New York, Connecticut, New HampshireDecember saw 23,336 ParkMobile transactions and a total revenue of $46,783.05. Approximately 8% of ParkMobile users’ zip codes were entered as NA so they were not included above. About 10% of entries were PayPal entries and did not have zip code information. Roughly .3% of entries could not be identified-they are also not included above. The ParkMobile data was received from the Department of Public Works.
18,961 zip code entries84% are Vermonters
2017 Shop Burlington Sweepstakes Zip Code Data(Small Business Saturday-End of Year)
Burlington, 24%
Surrounding Burlington Area, 29%
Rest of Vermont, 30%
Neighbor States, 12%
Other States, 4%
International, 0.3%
Surrounding Burlington Area: South Burlington, Winooski, Colchester, Essex Junction, Williston, ShelburneRest of Vermont: Vermont zip codes excluding Burlington and surrounding Burlington areaNeighbor States: Massachusetts, New York, Connecticut, New HampshireOur sweepstakes data included 1.68% entries with missing or unidentifiable zip code information. These entries are not reflected above.
50 stores2,748 entries
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Average Monthly Calls to BPD (D-Area)Holiday Season: October-December, 2017
Actual Target (lowest year)
Benchmark (5-year average) Status*
Quality of Life 106 107 149
Property Crime 46 47 60
Violent Crime 9 5 9
Total 160 162 218
Quality of Life: Disorderly Conduct, Domestic Disturbance, Intoxication, Mental Health Issue, Noise, Ordinance Violation-Other, Overdose, TrespassProperty Crime: Burglary, Larceny-from building, Larceny-from motor vehicle, Larceny-other, Larceny-from a person, Retail Theft, Stolen Vehicle, VandalismViolent Crime: Assault Aggravated, Assault-Simple, Domestic Assault-Felony, Domestic Assault-Misd., Robbery*Green indicates 2017 had the lowest number of calls to date, yellow indicates that the number of 2017 calls were higher than the lowest recorded, but still below the historical average, and red indicates that the number of calls was above the historical average.
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Social Media Presence
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Social Media Followers
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
Nove
mbe
r
Dece
mbe
r
Janu
ary
Febr
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Mar
ch
April
May
June July
Augu
st
Sept
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Octo
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Nove
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Dece
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Janu
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2016 2017 2018
Facebook Followers Instagram Followers Twitter Followers10
Social Media Impressions
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000No
vem
ber
Dece
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Janu
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Febr
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Mar
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April
May
June July
Augu
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Sept
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Octo
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2016 2017 2018
Facebook Impressions Instagram Impressions Twitter Impressions11
Website Activity
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
Nove
mbe
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Dece
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Janu
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Febr
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Mar
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April
May
June July
Augu
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Sept
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Octo
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Nove
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Dece
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2016 2017 2018
Website Users Website Sessions Website Pageviews12
Categorization of Social Media PostsBusiness
Showcasing Church Street as a commercial district for shopping and dining
BeautyShowcasing Church Street and downtown
Burlington as a beautiful and world class destination
FunShowcasing Church Street as a community center
where something fun is always happening13
Categorized Posts: August, 2017-January, 2018
0
10
20
30
40
50
60Au
gust
Septem
ber
Octobe
r
Novembe
r
Decembe
r
Janu
ary
2017 2018
Beauty Fun Business
14
0
10
20
30
40
50
60
August
Septem
ber
Octobe
r
Novembe
r
Decembe
r
Janu
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2017 2018
Beauty Fun Business
Instagram Posts (August 2017-January 2018)
Category Posts Comments Likes Impressions
Beauty 20% 31% 45% 25%
Fun 30% 37% 31% 31%
Business 50% 32% 24% 44%
Total(Count) 155 724 68,751 1,291,525
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Facebook Posts (August 2017-January 2018)
Category Posts Comments Likes Shares Impressions
Beauty 11% 7% 29% 5% 14%
Fun 38% 10% 35% 6% 36%
Business 51% 83% 36% 89% 50%
Total(Count) 120 1,992 9,114 4,101 673,109
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Key Findings from Annual Surveys
Marketplace Marketing Survey & Customer Services Survey
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Marketing Survey:Annual sales compared to prior year
80%
63%
53%
78%
65%
43%
65%
5%8% 10%
3%
13%
30%
19%15%
29%
37%
19%22%
27%
16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2006 2010 2011 2014 2015 2016 2017
UP EVEN DOWNResponses were collected in the annual Marketing Survey of CSM Businesses conducted the following winter of each year. The number of responses each year were as follows: 2014-42, 2015-23, 2016-34, and 2017-37. There are approximately 30 CSM restaurants and 70 stores.18
Marketing Survey:Impact of Downtown Foot Patrols
Very Positive
37%
Positive 37%
No Impact23%
Slightly Negative 3%
74% of stores say Downtown Foot Patrols have a positive effect on their business.Responses are from the 2017 Marketing Survey of CSM businesses. The survey had 37 respondents and was conducted in January, 2018.19
BPD D-Area Calls For Service
0
50
100
150
200
250
300Ja
nM
arM
ay Jul
Sep
Nov
Jan
Mar
May Ju
lSe
pNo
vJa
nM
arM
ay Jul
Sep
Nov
Jan
Mar
May Ju
lSe
pNo
vJa
nM
arM
ay Jul
Sep
Nov
Jan
Mar
May Ju
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pNo
v
2012 2013 2014 2015 2016 2017
Quality of Life Property Crime Violent Crime
This data was collected by the Burlington Police Department and shared with our department. 20
Customer Services Performance
2017Target
(Highest Rank Previously Recorded)
Benchmark(Historical Average)
Status*
Marketing 4.17 4.38 4.19
Maintenance 4.34 4.73 4.41
Administration/Licensing 4.04 4.20 3.77
Security 3.94 3.83 3.44
Total 4.12 4.29 3.95
21*Green-2017 value was above the target. Yellow- 2017 was below the target but above the benchmark. Red- 2017 was below benchmark.
2012 2013 2014 2015 2016 2017
Marketing
Events 3.90 3.97 3.86 4.22 4.25 3.98Newsletters/Bulletins 4.40 4.42 4.31 4.28 4.58 4.38Banners/Signs 4.30 4.03 3.8 4.11 4.22 4.15News Coverage/Media Relations 4.00 3.83 3.31 3.90 4.00 3.90
Staff Courtesy/Response 4.50 4.60 4.47 4.60 4.73 4.44Social Media - - - - 4.50 4.15
TOTAL 4.22 4.17 3.95 4.22 4.38 4.17
Maintenance
Sweeping/Cleaning 4.10 4.27 4.28 4.45 4.73 4.40Trash Pick-up 4.30 4.40 4.40 4.45 4.65 4.38Amenities Maintenance 4.20 4.45 3.94 4.21 4.58 4.29Snow Removal 4.20 4.47 4.47 4.41 4.77 4.14Graffiti Removal 4.20 4.45 3.94 4.09 4.78 4.26Staff Courtesy/Response 4.70 4.70 4.40 4.48 4.84 4.56
TOTAL 4.28 4.45 4.25 4.34 4.73 4.34
Administration / Licensing
Cart Vendor Program 3.70 4.13 2.71 4.12 4.31 4.27Sidewalk Cafe Program 3.80 4.19 3.11 4.20 4.20 4.32Street Entertainers 3.60 3.34 2.97 3.88 3.91 3.61Non-Profit Tabling 3.60 3.58 2.39 3.70 3.94 3.64Staff Courtesy/Response 4.30 4.39 3.42 4.26 4.65 4.34
TOTAL 3.8 3.92 2.92 4.03 4.20 4.04
Security
Police Presence 2.90 3.41 3.42 3.20 4.19 4.05Parks Patrol Presence 3.40 3.55 3.56 3.14 3.83 4.05Crime Prevention 2.90 3.20 3.03 2.80 3.24 3.80Prevention of Biking/Skateboarding 2.80 3.25 3.17 2.81 3.27 3.56
Staff Courtesy/Response 4.00 4.37 3.89 4.17 4.6 4.23*TOTAL 3.20 3.56 3.41 3.22 3.83 3.94
*Changed to BPD Courtesy/Response
Information from Customer Services Survey of CSM businesses conducted every winter. The number of respondents has ranged from 31 to 42.
22
Customer Services Survey
Looking Ahead: Gross Receipts ClassificationCategory Classification Description
Food-No Alcohol Total gross receipts for entries with food gross receipts>0 and alcohol gross receipts=0, within DID
Food & Alcohol Total gross receipts for entries with food gross receipts >0 and alcohol gross receipts >0, within DID
Nighttime Economy Subset of Food & Alcohol, businesses open until 2:00 a.m., confirm with BPD, within DID
Lodging Total lodging/rooms gross receipts, within DID
DID refers to the Downtown Improvement District 23
Thank you.24