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BTVStat 2/27/2018 Church Street Marketplace

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Page 1: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

BTVStat 2/27/2018

Church Street Marketplace

Page 2: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

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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Page 3: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

2017 Holiday Season

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Page 4: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

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.

Page 5: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

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

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Page 6: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

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%

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Numbers from the Department of Public Works

Page 7: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

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

Page 8: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

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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Page 9: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

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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Page 10: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

Social Media Presence

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Page 11: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

Social Media Followers

0

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2016 2017 2018

Facebook Followers Instagram Followers Twitter Followers10

Page 12: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

Social Media Impressions

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2016 2017 2018

Facebook Impressions Instagram Impressions Twitter Impressions11

Page 13: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

Website Activity

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2016 2017 2018

Website Users Website Sessions Website Pageviews12

Page 14: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

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

Page 15: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

Categorized Posts: August, 2017-January, 2018

0

10

20

30

40

50

60Au

gust

Septem

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Octobe

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2017 2018

Instagram

Beauty Fun Business

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0

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2017 2018

Facebook

Beauty Fun Business

Page 16: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

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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Page 17: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

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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Page 18: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

Key Findings from Annual Surveys

Marketplace Marketing Survey & Customer Services Survey

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Page 19: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

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

Page 20: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

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

Page 21: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

BPD D-Area Calls For Service

0

50

100

150

200

250

300Ja

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Sep

Nov

Jan

Mar

May Ju

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May Ju

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Sep

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Jan

Mar

May Ju

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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

Page 22: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

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.

Page 23: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

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.

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Customer Services Survey

Page 24: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

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

Page 25: Church Street Marketplace · Facebook Followers Instagram Followers Twitter Followers 10. Social Media Impressions 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

Thank you.24