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HISTORIC DOWNTOWN LARAMIE RETAIL MARKET ANALYSIS Mareh2007 Dusinetj8 Resource Group, LLC 946 South Ash Street CUSpet', \\'Y

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HISTORIC� DOWNTOWN�

LARAMIE�

RETAIL

MARKET

ANALYSIS

Mareh2007

••••••••••••••••••••••••••••••••••••••••••••�

Dusinetj8 Resource Group, LLC

946 South Ash Street CUSpet', \\'Y

CITY OF LARAMIE (307) 721-52501 P.O. Box C FAX (307) 721-5284

LARAMIE Laramie, WY 82073 TDD (3071 721-5295 [email protected]

June 5, 2007�

Susan Flobeck� Economic Development Program Manager� Wyoming Business Council� 214 West 15th Street� Cheyenne WY, 82002�

Dear Susan,� Enclosed please find the final Retail Market Analysis for Historic Downtown Laramie,� which was prepared by the Business Resource Group, LLC and the final report for this� project.�

Please call or email if you have any questions or concerns.�

Sincerely,�

(-e

Sarah Reese Grants Writer City of Laramie

MAIN STREET� LARAMIE WYOMING

PAGE NUMBEU

••••••••••••••••••••••••••••••••••••••••••••�

• •

•••

•••••

•••••• ••• PROJECT PARTICIPANTS

••Jane Daniels, Executive Director Laramie Main Street Program

•• Board of Directors Laramie Main Street Program

Peter Wysocki, Community Development Director City of Laramie

•••• Downtown Laramie Business Association

••�

Downtown Development Authority�

Laramie Area Chamber of Commerce�

Laramie Economic Development Corporation�

••• Laramie Main Street Design Committee

Laramie Streetscape Committee

•••�University of Wyoming�

Dr. David Hunt & Advanced Marketing Management Students� Dr. Bill Gribb & Downtown Development Area Parking Study Students�

•• University of Wyoming Market & Research Center

•••Wyoming Business Council

Wyoming Community Foundation

•• Wyoming Main Street Program

AmeriCorps *VISTA Volunteers Courtney Stevens, Ellen Smyth, Evan Medley, Diane Mills

1

••�

••••••

•••••••••

•••

••••� CHAPTER I INTRODUCTION

••••••

The National Trust for Historic Preservation, in reaction to economic decline

and threats to traditional commercial architecture, initiated a proactive effort

to revitalize historic downtown commercial areas to address neglected and

threatened commercial architecture. This initiative has since become known

as the Main Street Program. Since the National initiative was launched in

the later 1970's nearly 2,000 communities nationwide have adopted the Main

Street approach to look again to their downtown commercial areas, the heart

of their communities, to revive its commercial core, to strengthen business,

to control community-eroding sprawl, and to keep a sense of place and•••••� community life.

In January 2005 Laramie was selected to be a pilot Main Street community in

Wyoming and created the Laramie Main Street Program (LMSP) to combine

and strengthen the efforts of new and existing downtown organizations. The

mission of the Laramie Main Street Program is to foster the economic and

social vitality of downtown Laramie, while accentuating its unique heritage.

The Laramie Downtown Historic District, listed on the National Register of

Historic Places, is the jewel of Wyoming for its preservation and renovation

of commercial buildings circa 1870 through 1938. The District consists of

ten blocks of the original Union Pacific Railroad plat and is almost

exclusively comprised of two story brick commercial structures. While many

of the buildings reflect a variety of late 19th century commercial trends in

railroad communities, one of the most important is the former Carnegie

Library building.

The City of Laramie is a unique and vibrant community. Wyomingites take

pride in the City as the home of the University of Wyoming and travel

••••� frequently from across the State to alumni and athletic events. Wyoming

Technical Institute (WyoTech) is the largest vocational school in Wyoming,

attracting more than 2,500 students annually. These two educational

institutions provide specialized opportunities to a wide range of young

people and contribute to the overall diversity and focus on advanced learning

that is central to the spirit of the community. Located adjacent to Interstate

80, the City of Laramie draws tourists from around the world attracted to the

City's historic past and western flair. Laramie offers the relaxed, outdoor •••• ••• 2

••••

•••••••

•••Wyoming lifestyle, enhanced by the educational and cultural opportunities

available to the community through the University of Wyoming. ••••• A vibrant downtown is the envy of many communities, large and small,

nationwide as-well-as throughout Wyoming! Even in rural states with small

•••• communities downtowns are often the site of deteriorating or unused

buildings or, in general, do not reflect community pride or economic

viability. The City of Laramie, its residents, business and building owners are

truly fortunate to have this jewel as their downtown and the primary

commercial and retail center of the community.

••• PIU'I)()Se and Scope The Laramie Main Street Program provides economic development•• opportunities within the context of historic preservation of the downtown

commercial district using the national Main Street Program Four-Point

• •••

approach: organization, economic restructuring, design, and promotion. To

address future economic development opportunities, it is first necessary to

understand the current commercial and retail environment within the Laramie

Downtown area and to identify the desires and preferences of the target

audience (consumers; both residents and travelers). FUliher, it is essential for

future planning and development to understand the multi-use capacity and

capability of the Laramie Downtown area, to preserve the unique

characteristics of the area's historic past, and create an inviting and inclusive

community gathering place.

••••• BRG is pleased to offer this Laramie Main Street Market Analysis, following

the guidelines established by the national Main Street Program, as an

assessment of the existing retail and commercial business environment in

Downtown Laramie. Included in this report are recommendations for

consideration as enhancements to the overall market appeal of the Downtown

area.

Organization ofthe Mal'ket Analysis The Laramie Main Street Program Market Analysis is organized into sections•• to enable readers to gain a better sense of the existing business and

community environment in Downtown Laramie, and the potential richness•• that a vibrant downtown contributes to an overall sense of community.

3•••�

••

••

••••••• •••

•••••••�••�•• Chapter Four: Trade Area Analysis

Chapter Five: Consumer Preferences Chapter Six: Market Opportunities•••� Chapter Seven: Observations & Recommendations�

•••�COIllInlulity Pal1:icil)atioll�

Chapter One:� Introduction Chapte.· Two:� Downtown Laramie Building

& Business Survey Chapter Three:� Business Environment

A Market Analysis is a picture, or snap-shot, of the market conditions that

exist at the specific time that the analysis is performed. Business, business

conditions, municipal influences, economic trends are all dynamic influences

which impact market conditions over time. The Main Street Program, while

relatively new to the community, enjoys wide and enthusiastic support from

numerous business organizations, the City of Laramie, the University of•••� Wyoming, and the community at large as represented by the Jist of

participating organizations presented earlier in this document. BRG listened

to business owners in the Study Area, spoke with the City of Laramie

Community Development Director, reviewed previous prepared studies and

plans for the Downtown area, complied and analyzed 112 Laramie

Downtown Building and Business Surveys, and data generated through 103

consumer Intercept Surveys: all contribute to the picture of Laramie

••••�••� Downtown reflected here.

••� StudyAJoea The Study Area is defined as the area of the City of Laramie represented by

the bounders of the Laramie Downtown Development Authority District

••�

(LDDA); a twenty-five (25) block area, commonly referred to as Downtown

Laramie. It is the commercial and retail center of the City of Laramie and

encompasses a large portion of the area listed on the National Register of

Historic Places as the Laramie Commercial Historic District. It is estimated

that the Study Area is the site of approximately 295 business entities

including commercial and retail businesses, County and municipal services,

churches, and nonprofit entities.

4�

•••••••• •••

• ••••••••••••• ••••••••• •••••

••••

5�

••••� CIIAPTERII BUILDING & BUSINESS SURVEY

••••••••••••

A comprehensive Building and Business Survey was conducted throughout

the Study Area beginning in late 2006, the aim of which was to gather

information relative to the unique business and building characteristics of the

primary retail and commercial district of the City of Laramie. The

information generated through the survey provides valuable information on

how the business and building owners are contributing to maintaining and

improving the overa] I esthetic of the Downtown Area, a measure of the

current and long term viability of the Downtown retail and commercial area,••• and to broadly define how the needs and desires of the consumer public are

being addressed.

•••Information gathered through the business and building inventory provides a

profile of downtown buildings which can assist in determining existing and

future commercial and multiple-use opportunities within the downtown area,••to define potential improvement or restoration projects to enhance the

historic and commercial appeal, to identify areas of focus for future

••improvement projects, and to create a realistic baseline of knowledge about

the Downtown to create a vision for effective utilization and preservation of

the historic buildings.•• This survey establishes a business and building inventory benchmark for

Downtown Laramie. It is recommended that this same Building and Business•• Survey be conducted every two years to assess changing conditions, and to

expand the data base of distinctive features and characteristics of the

downtown buildings.

••••• Business owners, through their survey participation, provided a "moment-in­

time" look at the overall business environment in the Downtown Area,

identified issues which impact business conditions, and their efforts to

address the needs and desires of the local and traveling consumer•• The survey was distributed to businesses in the Study Area in October and

•••November 2006. As a follow-up to those not responding, in January and

February 2007, volunteers visited each the businesses dropping off a survey

form, returning later to pick-up the completed form. Approximately 38%, or

111, of the Downtown businesses responded to the survey.

•• 6••�

·••••••�•••••�•••••••••••••••••••••••••••••••••�

o - Businesses Completing and Returning Survey

7

•••••• Businesses Completing Business Survey

Company� AKA Addr... elly line Of Bu.ln...

••••• A Touch of Count Connie Tr ~e

A Joe Hageman Attorney a.L~aYl A. Joe Ha eman� Abov~_BeyondHair & Tanning Heidi Rivard� Advantage Real Estate DonoaEme� Alban Coun-Tit-,.-- Ga Schmidt ~ Coun Tourism Board� ~lbi....f3!b Ethan Smith� All Terrain s~_n, _ Robert Needl_�

9 AlS.£9 P';Gii"""K-;enild� 10 Altitude Chophouso & Brewory Karen Robil~ard

11 Ant" ue Fever John e. Mist HeMer� 12 ~rodit85 Anti ue-. Vi Moats.� 13 Artisan's Galle Brenda...!:::l~~

14 AShiey Furniture Homo StOle Oelnise Deem Ge........1Ma� 15 As n lance�

••••�I. 17� '8� '9� 20� 2,�

••� 22 23 24 25 26 272. John Guerin� 29 (ran Bradl Man� 3<l Teresa Jenso�

Hohn Pu~le

32 Ken Cramer� 33 Mark...Qu~ MD� 34 Ja DevEtf!lux� 35 Brett Bott� 36 Terren<;e J c..1 D.C.� 37 Jeffpodds� 39 Dave O'MaUe� 39 .·i"Cidder;­~ Or Arch:e F. Reeve�

3'

Robert EcllNarlh� 42 Enn Knecht� 43 And Smi\h�.. lBonnieM~Miller Bus, De" Omcar� 45 Eva Christ� 46 France~ Clem� 47 SheRy B Fahnllnstid� 48 Gary..L McQuade� 49 Mlko Scott� 50 VrvianTrll� 51 H&R Bloc R ieBhlSom� 52 Home Bakery KirnCampbl!lI� 53 Homefind8f$ Real Rich Marron� 54 ~Iol Ie Carla Rumse� 55 Jean's Croset IDiana Ko oIoa� 56 Jeffre BIslro AI8nG.~

57 _-&!.I!Ebino's Tonna Thomsen-Wildenbor� 58 Killian Florist Janel Killian� 59 ~KnOlhole Sts anle Carter� 60 Laramie Auto Parts LlI'w'ern C. Hamre�

4'

•••••••••••••

61 l.,amlit Boomerang ~BlllGk 62 Loramu! Dance Cenler Kltl:h Vreeland� 63 Laramleland Come!.f:lY. _ Karll!..§.e.Le.:gelber� 64 laramie Res irator Services QUlin", Callie.� 65 Lovo"o 8 Bar & Grill Karen Robillard� 66 ~r Tschacne Peterson & Co.� 67 Maurices atie Cauid Man� 68 MediclneBowN uralFoods M anUt h� 69 "Modern Prmli~ Rob Bross� 70 ~Lend.ers e.rb Selp M.b;;agOl� 71 Moose lod • ~fotIIllII

• 72 Mountsln Valle Pro rtiea HeX1i SchUllcrro� 73 Mounllaln Wood~ Furniture .Rlck&bour� 74~Unc Nathan L Hieneke� 75 NU2U ElaIne Harder�7. Celie Russell Man er� 77 Stove GrabaNll.ki� 76 GfendaN, T,..----o� 79� Mike Banbour 80� 5te aofeCar1Of

Rose McNorne...,Y� 82 ike Phirti Man!Qer� 63� 84� 65� 86� 87� 88� 89� 90� 9'

••• 8'

••• 92 93 The� 94 The� 95 The� 9G The ewelef� 97 The L00~~.Q.QYe 98 The Pedal House� 99 The Salvation ~m

100 The Yoaa 5 ace 101 Three Pe<!.~_E'....ot1ery:� 102 TNT Motors� 103 TonyS Lo..J?£~ltoInO 104 Travel Inn Motel� 105 Ven's Whdn_� 106 Visions� 107 Wat~r5 Insurance� 108 Westfahl Plano­109 Wind River Bi~can

, 10 Wy Independent ~ Re ab� 111 W omin Communi! Foundaion�

•••••••� 8�

••••

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••••

•�••�••�•�

••�•�•�••�••�•�•••�•�

••�•••�

MAIN STREET LARAMIE WYOMING

Downtown Laramie is the primary commercial and retail center of the City

and Albany County. Other retail and commercial properties are clustered in

small strip malls, single site retail locations, or spread along the major traffic

arteries that serve the community. In addition to the numerous attractive and

historic buildings in Downtown, the business climate in the area is supportive

and stable.

It is estimated that the Study Area is the site of approximately 295 business

entities including commercial and retail businesses, County and municipal

services, churches, and nonprofit entities. Approximately 38%, or Ill, of

these Downtown businesses responded to the survey. Not all survey

respondents indicated a response to each question, hence the fluctuation in

number of responses indicated in the following survey analysis.

Survey Question: Date Business Established� Number ofresponses to this question: 94�

The responses to the following survey questions indicates the stability of the

Laramie Downtown businesses and the support the businesses receive from

the consumer community. The national average for longevity of small

businesses indicates that only one out of five new businesses survive more

than three years. The stability and longevity of businesses located in

Downtown is very impressive.

40% 36%=34 Businesses

35% .

en w en 30% en w zt' -z en­

25%

::::lC alZ 11. 0 00..

20%

I-~ 15% ~o:: u 0:: 10% w 0..

5%

0% 2000·2006

24"/.=23-Busifiesses.----~---------

-14%=13 Businesses� 11%=10 Businesses�

1999-1990 1989-1980 1979·1970 1969·1960 1959-Prlor

DATE BUSINESS ESTABLISHED

9�

--

- --

-- -- -- --

••••••••�••••�•••�••••••�••••••••••�•••••••••••••�

If it can be assumed that the 94 respondents to the above survey question are

representative of all (295) businesses in Downtown Laramie the following

estimate of business longevity could be applied:

DATE ESTABLISHED ESTIMATED # OF BUSINESSES

2000 - 2006

1999 - 1990

1989 - 1980

1979 - 1970

1969-1960

1959 - Prior

106

71

41

32

18

27

Survey Question: How long has your business been at this location? Number ofresponses to this question: 109

,

25% , ,

o z ,

~ 20% o c.. en w 0::

~ -15% en en w z eniil 10% u. o I­

II r

Z

~ 5%­0:: w c..

-= 0% ~- -- -- 7I

<1 yr. 1-5 yrs. 6-10 yrs. 11-20 yrs. >20 yrs. YEARS AT THIS LOCATION

25%=27 B-.usmells'e-s­23%=25

Bu:ses 20%=22

Businesses

~ 17%=19 Businesses

15%=16 ...­Businesses -~

-- -- -- I-~

f--.- 1­

A further indicator of the positive business environment which is present in�

Downtown Laramie is the diversity of businesses represented in this�

10�

commercial and retail center of the community. The commercial and retail

mix plus the existing and available residential opportunities in Downtown

offer the services and life style found in many major cities, worldwide. As

the Downtown continues to expand existing businesses, add new businesses,

and the residential oppol1unities become more fully developed, all of the

viable Downtown businesses and the entire community will benefit from the

synergistic atmosphere created.

Survey Question: What type ofbusiness do you have? Number of responses to this question: 111 completed surveys were received. This question received 121 responses due to some businesses indicating a combined retail and service business, or a combined retail and wholesale business.

SURVEY RESPONSES BY BUSINESSS CATEGORY

Other 2%

Professional g%

Note: "Other" category includes: wholesale, nonprofit, religious, fraternal,

and manufacturing entities.

BRG was asked to determine if the businesses responding to the survey by

business category were representative of the business categories for all of the

estimated 295 Downtown Laramie businesses. Following is an analysis based

on the NAICS codes for businesses in the Study Area. An imp0l1ant

distinction between the two charts (above and below) is that the survey

respondents self identified their type of business which may be more

representative of the true nature of the business than the NAICS code

assigned. Therefore, the following graph is considered to be a projection and

••••••••••••••••••••••••••••••••••••••••••••� 11�

MAIN STREET LARAMIE WYOMING

may not truly reflect the entire business population mix within Downtown

Laramie Study Area.

ALL STUDY AREA BUSINESSES BY BUSINESS CATEGORY

Other 6 0/0

Retail 430

/0

•••••••••••••••••••• Professional Estimated Downtown 21% Business Types

Data source: DUIIII & Bradstreet, calculated using survey respolISe percelltages•••••• The Study Area businesses completing the survey further demonstrate the

Downtown Laramie stable business environment through their assessment of

the size of their existing space relative to their requirements, availability of

customer parking, and long terms plans regarding the location, or relocation

of their business.••• Survey Question: Is this space adequate/or your present operation? 107 businesses responded to this question.

Yes: 84%

No: 16%

Survey Question: Do you expect to move/romyour current location? 108 businesses responded to this question.

Within 12 months: 3%

Within 6 months: 0%

Not at aU: 65%

Don't know: 32%

••••••••••••• 12••

MAIN STREET LARAMIE WYOMING

Downtown Pal-king The availability of parking to meet the needs of commercial and retail

businesses, their customers or potential customers within the confines of

downtown area, real or perceived, is a challenge for vibrant downtown

commercial areas everywhere. The City of Laramie is no exception. Parking

studies, traffic flow studies, and city planning resources have been dedicated

over time to address parking in Downtown Laramie. The condition was

summarized best by one of the survey respondents: there is never enough parking in downtown!

The Downtown commercial area offers a mix of on and off-street parking,

estimated as 1750 on-street spaces and 1950 off-street parking spaces, the

majority of which are in designated business parking lots and in public

parking areas. In the central downtown area, diagonal parking provides up to

18 parking spaces per block face. The perceived lack of available parking

might be translated to a lack of parking "in front of the business one intends

to visit."

••••••••••••••••••••••••••••

A recent Parking Study was conducted by Dr. Bill Gribb of the University of

Wyoming and a group of University students (A complete copy of the study

is available at the Main Street Wyoming Office). The Study provides detailed

information regarding the availability and utilization of parking in

Downtown Laramie. According to Dr. Gribb's Study, the weighted average

distance (these) survey respondents had to walk to visit the establishment of

their choice was 121.9 ft. - the equivalent of two building fronts.

Two questions in the Downtown Building and Business Survey addressed

parking in the Downtown area, both from the business owners and bu iJding

owners' perspective. Parking was also addressed in the consumer Intercept

Survey, discussed in Chapter 5 of this document.

Survey Question: Do you have off-street parking available for your customerslclients?

106 businesses responded to this question. Yes: 42%

No: 58%

13

••••••••••••••••�

••••••

••••••••• Survey Question: Does existing on and of.f-street parking meet the� requirements ofyour husiness?�

99 husinesses responded to this question.�

••� Yes: 69%�

No: 31%�

CustOlner & Client Service Wherever clusters of commercial and retail businesses exist a synergy is

created. If the majority of the businesses in-place are meeting the demands of

the consumer public or a specific target audience; some will thrive, others

will succeed relatively well, and others will be carried along by the most

successful, through the implementation of proven business operating•••� practices. A measure of the viability of a commercial/retail area is not only

the number of customers/clients availing themselves of the products and

services offered, it can be measured by the frequency of consumer visits to

the area, the number of businesses frequented during a visit to the area, and

the number of repeat visits to the same commercial or retail establishment.

Several of the Building and Business Survey questions were designed to

identify consumer traffic patterns, overall viability of the downtown, and to

establish a basel ine from which to measure the success of future programs

designed to stimulate expanded utilization of the downtown by local

residents, visitors, and travelers through southern Wyoming.

••••••••••

•••�

••••••••••• 14

••••• MAIN STREET

• LARAMIE WYOMING

• Survey Question: Estimate the number of customers who enter your store/office each day.

••Number ofbusinesses responding to this question: 97••• ESTIMATED NUMBER OF CUSTOMERS/CLIENTS PER DAY

•• 35 .'.- ..­

30! ..

.=Cl I "C 25[c: ...••••~~ -­VI 0 20Ql Cl D::,2! - --­I VI "' -Ql(,) 15 VI >­:gm - ­.=VI

10 ,.....:::l m 'It 5

• O~ I- t- ~-­

•••- 1- -

l-f1-. I-r::b Uncertlan <10 10·20 20·50 50-100 100-200 >200

••Estimated Customers Per Day

•••• • A strong indicator of the overall viability of the Downtown Laramie Area is

that both the commercial and retail businesses indicated a lack of seasonality

of the consumer/shopper utilization. Business owners suggested a relatively

even level of activity throughout the year with the typical retail peaks during

holiday periods, back to school, etc. The summer vacation slump which can

•••• impact retail activity in small or rural communities, is clearly off-set in

Laramie by: an increase in visitors and travelers, an increase in organized

community events designed to increase utilization of the downtown, and

traditional community celebrations which take place entirely or in part in the

Downtown Area. Further, the core population of Laramie, like the population

of most Wyoming towns, appreciates the warm summer weather and if they

are not traveling they are more apt to ride a bike, walk, run or enjoy an

outing in the Downtown Area. •••••••••••�

15�

I

MAIN STREET LARAMIE WYOMING

Survey question: What are your peak business times? Number of responses to this question: 111 completed surveys were received. This question received 133 responses due to some businesses indicating multiple seasons, or all seasons, as their peak time.

NUMBER OF BUSINESSES RESPONDING BY CATEGORY

SPRINGWINTER 2533

ResponsesResponses

•••••••••••••••••••••• FALL 38

Responses

The survey also queried business owners relative to the days of the week and

the hours of the day customer traffic was the highest. The responses are

somewhat atypical of the generally recognized consumer shopping pattern

due to local circumstances. While consumer shopping patterns tend to favor

weekend and evening utilization, in general the Downtown businesses are not

open in the evening, nearly all are closed on Sunday, and Saturday hours of

operation vary widely. The Downtown commercial and retail area represents

the largest shopping district in Laramie and therefore consumers have

adjusted to shopping during the week, most often in the afternoon.

••••••••••••••• Based on the consumer Intercept Survey, discussed in Chapter 5 of this

document, it appears consumers who choose to shop for items not found in

Downtown, local big box stores, or local supermarkets travel out of town to

shop on weekends. Utilization of the Downtown Area on the weekends

(primarily on Saturday) is relatively high due to the popularity of the

restaurants, coffee house, bars, and movie theater. Cultural and athletic•••••••�

events associated with the University of Wyoming also stimulate weekend

utilization of the Downtown establishments. The proposed conference center,

16

currently under construction east of the University, may further stimulate

weekend business activity in the Downtown Area, causing some retail

business to re-evaluate their hours of operation.

Survey question: What are your peak business days ofthe week? Number of responses to this question: 111 completed surveys were received. This question received 142 responses due to some businesses indicating multiple days, or all days, as their peak time.

NUMBER OF BUSINESS RESPONDING BY CATEGORY

Sunday No pattern

7 13 Monday 15

Tuesday 12

Thursday 18

•••••••••••••••••••••••••••••••

Survey question: What are your peak daily business hours? Number of responses to this question: 111 completed surveys were receivelL This question received 65 responses, which may not accurately reflect the busiest times ofday in the Downtown Area.

NUMBER OF BUSINESS RESPONDING BY CATEGORY••••All Day Morning

16 13

•••••••••� 17�

•••• •••••••••••••

••••••• •••••••••••• •••

The businesses located in the Downtown Area enjoy impol1ant consumer

suppol1 from the Laramie community, as is evident from the high number of

customers indicated as being from the community. The businesses also draw

from all of Albany County, as well as from nearby cities. Many have

nationwide loyal customers. The repeat consumer utilization of the

downtown businesses would indicate that they have identified their target

markets well, providing the customers with products and services that meet

their needs/desires.

•••••

The synergy created 111 any commercial/retail business district, as in this

Study Area, benefits all businesses located there. The theory is that if a

customer comes into the business district for a single purpose they may be

tempted, given attractive window displays, special promotions, etc., to visit a

second or third business establishment. Each single business therefore does

not necessarily have to invest in attracting every customer that walks through

the door.

Small retail business owners are by nature independent, risk takers with a

clear concept of how to operate their business successfully. Hours of

operation are a sensitive and critical topic for most small retail business

owners, as each makes his/her related decision based on level of staffing,

cost factors, knowledge of their customer base, and their own personal

considerations.

Survey Question: What are your hours ofoperation? The data generated in response to this question follows on the next two

pages. The tabulated information is astonishing! The 106 businesses

responding to this question indicate approximately 43 different hours of

operation on weekdays (Monday through Friday), the variables increase for

hours of operation on Saturday, and virtually none of the retail businesses are

open on Sunday. The professional services and the food/beverage

establishments indicate a more consistent pattern for hours of operation

throughout the week.

Hours of operation of the Downtown Laram ie businesses was also addressed

in the Consumer Intercept Survey analysis in Chapter 5. Consumers were

queried as to what days and during which times they preferred to shop.

Business owners in the Downtown Area may find the information presented

18

••••

•••••• •

••• ••••

••in Chapter 5 helpful in determining future hours of operation and days of the

week it would be most profitable to be open.

•••••• It is important to recognize that many of the retail businesses in Downtown

Laramie are owner operated, which allows them to provide personal attention

•••••

to their clientele. Everyone needs personal time to maintain the balance in

their life. The illustration of the scope of business hours of operation is

presented to perhaps allow the Downtown Area businesses to, over time,

collectively develop more uniform hours of operation, rather than necessarily

to encourage them to increase hours of operation.

It is recommended when viewing the responses to this question to have an

appreciation that this information is included to illustrate a trend, rather than

to call attention to each of the unique line items.

•••••••

••••••� 19�

•••••

--------

--- -

--

----------

•�•••�•••DOWNTOWN LARAMIE BUSINESS HOURS OF OPERATION••

Sunday Monday Tuesday Wednesday Closed 72 Closed 4 Closed 0 Closed O. ?:00am-11 :OOpm 1 ~..:.Qpam-11 :OOpm__ 6:00am-11 :OOpm 1 6:00am-11 :OOpm 1••

~ •• 6:30am-10:00pm 1 6:00am-6:00pm 1 6:00am-6:00pm 1 6:00am-6:00pm 1

8:00am-3:00pm 1 6:30am-1 O~OOpm 1 6:~.oam-1 0:00pm 1 6:30am-10:00pm 1I --­

••8:00am--6:00pm 1 7:30am-4:30pm 2 7:00am-2:30am 1 -iOOam-2:36am- 1 8:00a - 9:00 pm 1 7:30am-5:30pm 1 7:30am-4:39pm 2 7:30am-4:~9pm 2 1-6:00am-5:00pm 2 7:30am-6:00pm 1 7:30am-5:30pm 1 7:30am-5:30pm 1 10:00am-7:00pm 1 8:00am-12:00pm 1 7:30am-6:00pm 1 7:30am-6:00pm 1 10:00am-6:00pm 1 ~~oam-2:0Q.~ 8:00am-12:00pm 1 ~~00am-12:00pm 1•• 10:00-midnght 2 8:00am-4:30pm 1 8:00am-2:00pm 1 8:00am-2:00pm 1 ~_1 :00am-4:00pm 1 8:00am-5:00pm 17 8:00am-4:30pm 1 8:00am-4:30pm 1 11 :00am-6:00pm 1 8:00am-5~_Qpm 2 8:00am-5:00pm 17 8:00am-5:00pm 17

. 11 :00am-2:00am 1 8:00am-6:00pm 1 8:00am-5:30pm 2 -8:00am-5:30p;n- '2 , 12:00-4:00pm I 10 8:00am-7:00pm 4 8:00am-6:00pm 1 }:OOa.!!1~§_:gQP_I11_ 1•••••

I~ ---_. ,12:00-5:00pm 3 8:00am-8:00pm 2 8:00am~ '7jlOpm 4 8:00am-9:00pm 2 1:00pm-5:00pm I 1 8:00 am-9:00pm 1 8:00am-8:00pm 2 8:00am-7:00pm 4

I!:QOpm-6:00am 1 8:00am-2:30am 1 _~00am-9:00pm 2 IOOam-8:00pm 2 24 hr/day 1 8:00 to whenever 1 8:00 to whenever 1 8:00 to whenever 1 -----_ ... ----- ----- - --.-------~ f--­

102 8:30am-5:00pm 2 8:30am-?:_Q..°P~ 1 8:30am-5:00pm 2

••• -­

8:30am-5:30pm 1 8:30am5:30pm 2 8:30am-5:30pm 2 9:00am-5:00pm 9 _~9.0am-5:00pm 7 9:00am-5:00pm 81

-

9:00am-5:30pm 4 9:00am-5:30pm 4 9:00am-5:30pm 41 9:00am-6:00pm 4 9:00am-6:00pm 4 .Q:_QOam-6:00pm 4i 9:06am-7:00pm 2 9:00am-7:00pm 2 9:00am-7:00pm 2, 9:00am-8:00pm rz 9:00 am-8:00pm 2 9:00am-8:00pm 1 9:30am-6:00pm 2 9:00a m-8:30pm 1 ~~~~~~:.9..Qpm _ 1 9:30am-5:00pm 1 9:30am-5:00pm 1 9:30am-5:30pm 2 9:30am-5:30pm 1 9:30am-6:00pm 2 9:30am-6:00em 2 10:00am-6:00pm 17 9:30am-5:30pm ,10:00am-5:09pm 2~ 1--:­10:00am-5:00pm 2 1O:CfOam-5:00pm 2 10:00am-5:30pm 3 .!.O_:Q9~~~5:30pm 2 10:00a~~:3~m 3 10:00am-6:00pm 18

•••••~---

10:00am-7:00pm 2 10:00am-6:00pm 18 10:00am-7:00pm 2 I 10:00am-2:00am 1 10:00am-7:00pm 2 10:00am-2:00am 1 I 11 :00am-1 0:00pm 10:00am-2:00am 1 10:30am-5:00pm 1 I 11 :OOam-~:OQp"2...... 3 -.,0:30am-5:00pm 1 1-1 :00am:9:00pm 2

11 :00am-6:00pm 2 11 :00am-7:00pm 11 :00?m-1 0:00pm 1~

•••1:00pm-1 0:00pm 1 11 :00am-9:00pm 2 11 :00am-5:00pm 1 11 :00am-2:00am 1 11 :00am-10:00pm 1 11 :00am-6:00pm 2 3:00pm-9:-30pm 1 11 :00am-5:00pm 1 11 :00am-2:00am 1 24 hr/day 1 I 11 :00am-6_:QQ£..~ 2 1:00pm-9:00pm 1 .§y Appointment 1 11 :00am-2:00am 1 3:00pm-6:00pm 1

•• ~

,

-1--­

••1106 1:00pm-9:00pm 1 3:00pm-9:00pm 1 I

_~~hr/day 1 ~4hr/day~_ 1 I I 1- By Appointment 1 By Appointment 1

I I I 106 106

•• Continued, next page

20�

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•••• MAIN STREET LARAMIE WYOMING••••• DOWNTOWN LARAMIE BUSINESS HOURS OF OPERATION

... CONTINUED•• Thursday I Friday Saturday Closed 0 Closed 0 ,Closed _ 27 6:00am-11 :OOpm 1 6:00am-11 :OOpm 1 ,6:00am-11 :O_Qp~ 1 60gam-6:QOpm 1 6:00am-6:00pm 1 6:00am -6:00pm 1•

I

•••••

6:30am-10:Q~~ .§.:-~Q_am -1 0:00pm 1 6:30am-10:00pm 1 7:00am-2:30am 1 7 :OOam -2:30am 1 7:00am-2:30am 1 7:30am-4:30pm 2 7:30am -4:30pm 2 7:30am-2:00pm 1 ' -7:30am-5:30pm~ 7:30am-5:30pm 1 8:00am-12_:QQE~ 1 730am-6:00pm 1 7:30am -6:00pm 1 8:00am-3:00 m 1 8:00am-12:00pm 1 -?:OOam -12:00pm 1 8:0Dam-=5:00pm 1 l~m-4:30pm 1 8:00am-2:00pm 1 8:00am-7:00pm 8:00am -5:00e.-m 8:00am-4:30pm -~1

_~:_QOam-8:00pm 1•h

~ I 8:00am-5:30pm 2 _~~~)Qam-5:00pm 17 ~m-2-':Q.~± 8:00am-6:00pm 1 8:00am-5:30pm 9:00am-? 1••

~

••8:00am-i:OOpm 4 8:00am -6:00pm 1 '9:00am-12:00pm 3 8:00am-8:00pm 2 8:00am-7:00pm 4 9:00am-12:30pm 1 8:00am -9:00pm 2 8:00am-8:00pm 1 9:00am-1 :OOpm 1 8:00am-2:00pm 1 8 :OOam -9:00pm ~ 9:00am -2:00pm 1

•8:00 to whenever 1 8:00 to whenever 1 9:00am-4:00pm 2 8:30am-5:00pm 1 8:30am-5:00pm 2 9:00am -5:00pm 3 8:30am-5:30pm 2 8:30am-5:30pm ~ 9:00am -5: 30pm 1

1-­9:00am -5:60pm 7 9:00am-5:00pm 8 9:00a~_~_~Q_Q.em 2

•9:00am-5:30pm 5 9:00~m-5:30pm 5 9:00~m-7:00pm 1 9:00am-6:00pm 4' 9:00am-6:00pm 5 9:00am -8:00pm 1•

­

9:00am-7:00pm 2 9:00am -7 :OOpm 9:00am -9:00pm 1~ 9:00am-8:00pm 9:00am-8:00pm 1 ~.l0am-12:00pm 1+--~ 9:30am -5:00pm 1 9:30am-5:00pm 1 9:30am 2:30pm 1

• •••••

I

1~:30all1-5:30pm I 1 9:30..a_~ -5:30pm 1 9:30am-5:30pm 1 930am-6:0pm 2 9:30am-6:00pm ~ 10:00am-12:00pm 1 10:00am-5:00pm 2 1~0.9am4:00pm 1 10:00am-1 :Q92m 1 10:00am -5:30pm 3 1O:OOam-~:Opm I i 10~Q.0am-4:00pm ~ 10:00am-6:00pm 18 .lQ.:.Q.Oam-5:3.Qem 3' 10:00am ~5~9pm 7 10:00am-7:00pm 10:00am-6:00pm

i

17 10:00am -5:30pm 4~ 10:00am-2:00am 1 10:00am-7:00pm 10:00am -6:00pm 12I~ -­10:30am-5:00pm 1 10:00am -2:00am 1 10:00am-7:00pm 1JJ :00am-5:00pm 1 10:30am -5:00pm 1 10:00pm -1 0:00pm 1

I­11 :OOam -6:00pm 2 11 :Oam-9:00pm 2 10:00am-2:00am 1--_._-­••• 11 :00am-7:00pm 1 11 :00am-1 0:00pm 1 11:00am-9:00P~ 11 :00am-9:00pm 2 11 :00am-2:00pm 1 11 :00am-3:00pm 1 1100am-10:00pm 1 11 :00am-5:00pm 1 11:00am-6:00pm 2I

I

•� •••�

hOOam-2:00am 1 11 :00am-6:00pm 2 11 :00am-1Q:00PEl~ __1� 3:00pm -6:00pm 1 1:00pm-10:00pm 1 11 :00am-2:00am 1� 1:OOpm-9:00pm 1 3:00pm-6:30pm 1 12:00noon-5:00pm 1� 24 hr/day 1 24hr/day ~ 24 hr/day - 1� ~ Appointment 1 By Appointment 1 By Appointment 3�

f--­106 106 Varies 1

1 ~

••••• 21

••

- - -

•�•••�••••• Again, the importance of the Downtown commercial and retail area to the entire community is demonstrated by the business owner's knowledge of their customer base. Nearly all of the businesses responding to the following•• questions indicated that their customer is base is primary local, and they

••enjoy a high rate of return customers. This further addresses the service•• provided, as unhappy customers do not return frequently. It is always more cost effective to serve repeat customers than to attract new ones. Successful

businesses know how to sell to retain good customers. It appears that for the

most part, the Downtown Area businesses have incorporated that philosophy.

••• Survey Question: What percent of your customers/clients come from

Laramie? Number ofresponses to this question: 87

••• NUMBER OF BUSINESS RESPONDING BY CATEGORY

,••25

• -.­

20­

•.= C)

"0 .­c:: ­ -0 a.~ 15­

••'" 0Q/C)� 0:: Q/�

"' .... -- ,... - - -­'" c-aQ/U 10 _I ..c:: >­'iii aJ••::l ~ aJ-0

'Ilo

I-- r- ~ I-­0

10%-20% 20'/0-30% 30%..40% 40%·60% 60,/,.<;0% 60%-70% 70%-80% 80%·90% 90%,..100% •

5-

LCl-rJ -- ­

~ .L.,..r­

% of Customers from Laramie

• Every small business owner, regardless of the type of business or where they

••••are located will suggest a high number of repeat customers or return

business. While the number below may be slightly inflated, the percentage of••

repeat customers is above the norm and therefore, speaks well for the

products and/or services the Downtown Laramie businesses offer.•••• 22••�

--

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--

-- --

-- ---- -- --

•�••• MAIN STREET LARAMIE WYOMING•••

• Survey Question: What percent ojyour business is repeat business?

Number ojresponses to this question: 97 ••

NUMBER OF BUSINESS RESPONDING BY CATEGORY••• j ...- --1•45- .' !

I

/40· .....- I

./~ 35 ­~-

30

•••

~ 25 ~.

-

~- 1­•• I.

-- -­

20 /' -- I­

~ 15- I­

~ 10-/1

=I*: 5- ./ i ,- I­/ - 7••• 0

-""

<25% 25-50% 51-75% >75%

Percent Repeat Business••Downtown Business Contributions

•••••• The building and business owners in Downtown Laramie serve the

community through their offerings of products and services and, perhaps

even more importantly, their commitment to the renovation, preservation,

and viable reuse of the historic buildings which dominate the Downtown

commercial area. The financial investment and creative reuse of older and•••historic Downtown buildings provide a richness and sense of history that is

reflected in the character of the community.

••In addition to the esthetic value of the Downtown area, the business owners

contribute to the overall economic health of City of Laramie and Albany

County in several important ways. As the businesses promote their products••and services, more consumers are pulled into the community to avail

themselves of these and other available products and services. The

Downtown businesses have created sustainable employment opportunities,•• both full time and part time, for Laramie residents. And as the existing

businesses expand and grow, or new businesses are attracted by the synergy

of the area and choose to locate there, additional jobs will be created.••• 23

••

••••••••••• •••••

••••••••• Sales tax paid by the business owners in the Study Area is important to the

City of Laramie and Albany County. While there are large retailers in

Laramie that are not located within the Downtown commercial area, the•• collective contribution of the Downtown businesses is an imp0l1ant

component to the overall sales tax generated in the county.••• The Building and Business Survey addressed the economic contributions of

the Downtown business: jobs and sales tax.•• Survey question: Including yourself, how many people do you employ at this location?•••� Full Time Jobs:�

Number of responses to this question:�

Total number offull time employees:

Part Time Jobs:� Number of responses to this question:�

Total number of part time employees:�•• Note: It was

81 businesses

402jobs

69 businesses

3IIjobs

the observation of those tabulating the survey data that many of the business owners who responded to this survey question, did not include themselves in the employee count for their business. Therefore, for the number ofbusiness represented below, the actual employee count is slightly understated.

••

BRG was asked to determine, based on the above representative sampling of

the Downtown Area businesses, the number of jobs existing for all of the

businesses in the Downtown Area. To accommodate this request, certain

assumptions must be made: the III survey respondents assigned are a

reflective sampling of all Downtown businesses relative to employment both

ful I and part time, that the job numbers indicated in the survey responses are

accurate, and that all similar businesses employ the same number of

employees.

••• 24••�

•••••

••••••••• ••••••••

•�

•••�

••• 73% (214) Downtown Area Businesses would produce 1,087 FT jobs

100% (295) Downtown Area Businesses produce 1,489 FT jobs

•• Part Time Jobs

23% (69) Downtown Area Businesses produce 311 PT jobs

•• 77% (226) Downtown Area Businesses would produce 1,041 PT jobs

100% (295) Downtown Area Business would produce 1,352 PT jobs

NOTE: Again, this a simple straight-line projection, provided at the request

of a committee member and does not reflect the opinion of BRG, nor is it

••Given the above detailed assumptions, a simple straight-line estimated

projection would indicate:

Full Time Jobs 27% (81) Downtown Area Businesses produce 402 FT jobs

••�

validated by surveys, interviews, or other quantitative data.

••�

••••• 25

•• •••••

•••••�••• Sales Tax

••Sales tax paid by the business owners in the Study Area is important to the

City of Laramie and Albany County. While there are large retailers in Laramie that are not located within the downtown commercial area, the

••• collective contribution of the downtown businesses is an important

component to the overall sales tax generated in the county.

Sales tax paid by businesses in Downtown Laramie is difficult to determine

••• accurately, as the State Department of Revenue only reports sales tax as a

gross amount collected from each County and major city, and the County

•does not track sales tax paid by the City of Laramie or by individual

businesses. However, an approximate retail sales tax estimate can be

calculated from the estimated sales that have been rep0l1ed by individual••••�businesses. The tax calculation is then based on the statutory 4% collected by

the State of Wyoming, and the additional 2% optional tax levied by Albany

County.

A further refinement must be made to separate those sales that are "exempt"

••• from sales tax, such as the City of Laramie, Albany County, religious

organizations, schools, nonprofit organizations, retail sales of prescription

drugs, newspapers, most professional services, etc., as defined by the•••Wyoming DepaJ1ment of Revenue. Of the 295 businesses in the Study Area,

49% are subject to retail sales tax collection. Their reported estimated 2006

sales of $54,280,863 represent $3,256,852 sales tax collected (at 6%).

•• The following table is a comparison of the Study Area to Albany County and

the City of Laramie. The Sales and Sales Tax calculations are based on:

• Study Area Retail Sales Tax Reported Estimated Taxable Retail Sales=

multiplied by 6%.

• Analysis # 1: Albany County Total Retail Sales State Reported Albany=

County Total Sales Tax Collected divided by 6%.

• Analysis #2: Albany County Retail Trade + Leisure and Hospitality Sales

State Reported Retail Trade + Leisure &� Hospitality Sales Tax=

Collected divided by 6%.

• Analysis #3: Albany County Retail Trade, Accommodation &� Food

Services Sales State Reported Retail Trade, Accommodation & Food=•• Laramie Sales Tax Gross Revenue divided by 6%.••••

26•

Services Sales Tax Collected divided by 6%.

• Analysis #4: City of Laramie Retail Sales = State Reported City of

•••

•�•••••�•�•�•�•�•�••�••�•�•••�•�••�•••�••� •••••�••�••�•••�••�

MAIN STREET� LARAMlt WYOMING

SALES TAX CALCULATION

Study Area 1 - Taxable Retail Sales (Reported)�

Sales Tax based on Taxable Retail Sales (Calculated from Reported Taxable Retail Sales)�

Analysis #1 Albany County' - Total Retail Sales FY 2006 (Calculated from Reported Tax Coffected)

f-~ Percent of Study Area's Taxable Retail Sales to Total Albany County Retail Sales Total Sales Tax Collection - Albany County FY 2006 (Reported)

Percent 01 Study Area's Retail Sales Tax to Total Albany County's Retail Sales Tax

Analysis #2 Albany Countv' - Retail Trade. Leisure & Hospitalily Sales (Calculaled lrom Reported Tax Coffecled)

Percent 01 Study Area's Taxable Relail Sales 10 Albany County Retail Sales Sales Tax Collection - Albany County FY 2006 (Reported)

Percent 01 Study Area's Retail Sales Tax to Tolal Albany County's Retail Sales Tax

Analysis #3 Albany County" - Retail Trade, Accommodation, Food Services Sales (Calculated lrom Reported Tax Coffected)

Percent 01 Study Area's Taxable Relail Sales 10 Atbany Counly Retail Sales Sales Tax CollecUon - Albany County FY 2006 (Reported)

Percenl 01 Siudy Anaa's Retail Sales Tax to Total Albany County's Retail Sales Tax

Analvsis #4 City of Laramie' - Sales (Calculated lrom Reported Sales Tax Gross Revenue)

Percent of Siudy Area's Taxabfe Relail Sales /0 Tolal Cily of Laramie City of Laramie - Seles Tax Gross Revenue (Reported)

Percenl of Siudy Anaa's Relail Safes Tax 10 Total City of Laramie

S<XXoos.;

,. WMRC & ESRJ

~f1!6nl of AdminlsHslion end Infotm8llon, Economic AnalySIS DrVlsion & Wyom:1'!9 Deperlmenf of Revo()()lj,

Wyoming Safes, Use, end Lodging Tex R6Vfmue Report- 1(}11f2006, Tol8/ Sales Tax Co!foclions by Courly

J. Oeparlmen/ o{ Admm/slre/ion and fnfrxmw.ion, Economic AnB/ysls f:)visioo &. WYomIng D8parlmenl of Revenue.

iNYomlng Seles, Use, and Lcx1glflfj Tax Revenue Report - 1011f2006. Albany County Retsil Trade & Leisure &: Hosp:te/i/ Solos Tex CoHeet/on

4. Dep8f1ment of Admnlstr81lon 8nd fnformetlon. EconomIC AnalySis DrviSJOn & 1-\Ycmmg Dep8ltJnenl of Rsv9fJIJ9,

2006 Sales 4% Tax 6% Tax

$ 54,280,863 S 2,171,235 $ 3,256,852

-

$ 459,218,317 11.8%

$ 18,368,851 S 27,553,099 11.8% 11.8%

S 293,257,417 18.5%

$ 11,730,269 $ 17,595,445 18.5% 18.5%

S 292,367,950 18.6%

S 11,694,691 S 17,542,077 18.6% 18.6%

S 362,868,117 15.0%

S 14,514,725 S 21,772,087 15.0% 15.0%

~omlflg S8fas. Usa, 8I'1d Lodging Tax Rf1V9flW RepM- UY112OO6. AJb8t'IY County Ratall. ACXXJmmooaUon &. Food SeMceS 58/as Tax Col1ectlon

5. Wyomtng Dep8ftJnfKll of R9V9flUe, AdminiSlrslio(J - Annual Raport 2006, AW9981& 581&$ and USB Tax - DisJriblAlOfl RapOO JOf Fiscal Y(Jar '2006

The chart above illustrates that the businesses in the Study Area contribute,

from taxable retail sales, an estimated 15% of the total City of Laramie sales

tax collected, and an estimated 18,5% of

the Albany County retail sales tax

collected.

While the 15% contribution of retail sales

tax by the Study Area appears to be

substantial, it is important to understand

that when the sales tax collections are

distributed back to the City's general fund

from the State Depaltment of Revenue,

those dollars benefit the entire Laramie community in terms of critical revenue to

pay for essentials including, Municipal

--- r-­

• .16011,;;"4W

1', '.

..."r.­ r->t>,.. '7'F­.,E I~) a~ - j- 4,

-

.

1-

ji -t '\~.~ //-

/ r \ ­

fr {III\!/ I 1'''\ ]

1~~ f- J, ". ""-r--- ­(111' I l"""" -:tl"~ ­,/' , ~~ I -[,/ I i

:t'i'7 ·\lh,lT1~· i"'.l..~ I1J'.1n~(~

(.'u.rdl...IH.J.IU'"� -..,. .... .t-_._~.

operating costs, infrastructure

, "

2007 Albany County Tax Districts I City of Laramie

rIUlJJlri,.- - "- " f--- ~ ­ l-Ll,; J,v..­

I 1-1

improvements, public facilities & parks maintenance, fire & police

protection, streets & roads maintenance, uti1ities/waterlsewer/trash, special

community events, and other special projects desired by the community.

27

•••••

••�••••�• • •••

Distribution of the sales tax collected by the State is based on a formula,

which basically results in 69% of the total collected sales tax is distributed to

the State General Fund, and after deducting an administrative fee, the balance

is distributed to the Counties, Cities and Towns based upon population

(population as determined by the last federal census). The optional sales tax

revenue, less State administrative fees, is returned to the County of origin.

Because the collection of sales tax and its subsequent distribution are based

on entirely different methodologies, comparisons of sales tax collections to

sales tax distribution (if it could be calculated) to a specific area within a

County or City, would be irrelevant.

The State Department of Revenue Statutes read:

State Rate Tax - 4%

••••••••••w.s. 39-15-111 and 39-16-111 govern the distribution processes for sales and use state rate tax, respectively. State rate tax is distributed to the general fund as directed in Ws. 39-15-111 (b)(i): " ... credit sixty-nine percent (69%) to the state general fund ... " The remaining 31 % is distributed according to•••• Ws. 39-15-111(b)(ii): "Deduct one percent (1%) from the remaining share to cover all administrative expenses and costs attributable to the remaining share and credit the general fund for that amount. " Ws. 39-15-111 (b)(iii) further states that: "From the remaining share, ... deduct an amount equivalent to one percent (1%) of the tax collected under Ws. 39-15-104. From this amount, the state treasurer shall distribute ... forty thousand dollars ($40,000) annually to each county in equal monthly installments and then distribute the remainder to each county in the proportion that the total population of the county bears to the total population of the state. The balance shall then be paid monthly to the treasurers of the counties, cities and towns for payment into their respective general funds.

••• • The percentage of the balance that will be distributed to each county and its

cities and towns will be determined by computing the percentage that net sales taxes collected attributable to vendors in each county including its cities and towns bear to total net sales taxes collected of vendors in all counties including their cities and towns ... , this percentage of the balance shall be distributed within each county as follows: (A) To each county in the proportion that the population of the county situated outside the corporate•••• limits of its cities and towns bears to the total population of the county including cities and towns, and (B) To each city and town within the county in the proportion the population ofthe city or town bears to the population of the county." Population as defined in Ws. 39-15-101(a)(iii) "means the population as determined by the last federal census (Census 2000) ... "

•••••� 28�

•••• •••••••••

••••• ••••• ••• •••

•�•� MAIN STREET

LARAMIE WYOMING

••••�

General Purpose Option Tax Ws. 39-15-2JJ governs the distribution of the local option sales taxes. Ws. 39-15-211(a)(i) directs the general purpose option tax distribution in that a 1% administrative fee is deducted and sent to the state general fund, and the remainder is distributed to the county imposing the tax and its cities and towns. The county amount is distributed by population in the proportion of the county outside corporate limits to the total county population. Ws. 39­15-211 (a)(i)(II) directs the distribution to cities and towns: "To the incorporated cities and towns within the county ... in the proportion the population ofeach city or town bears to the total population ofthe county. "

Specific Purpose Option Tax Ws. 39-15-2JJ(a)(iii) governs the distribution ofthe specific purpose option tax. After a one percent (1%) deduction for administrative expenses, the remainder is to be distributed monthly to the county treasurer of the county imposing the tax. The county treasurer is responsible for distributing that tax to the sponsoring entity.

Albany County Sales Tax Collections

Eating and Drinking Plaeos�

Lodging Sorvleos�

Mlseolla noous Reta II�

General Merohandlse Stores�

Department Stores�

Clothing and Shoe Storos

Liquor Stores�

Grooery and Food Stores�

Building Matorlal and Garden Suppllos

Eleotronlc and Appllanoe Stores�

Home Furniture and Furnishings�

GasolIne Stations�

Auto Dealers and Parts�

•••• 29

•••••�

o oo

ooo

ooo

oo o. g~ ~- ~

N ..; ..0,

• FY 2004 4% Taxes • FY 20064% Taxes

Source: Slate of Wyoming, DepMmenl of Revenue

•••••••• Building Chaloactel"istics• The responses to Building and Business Survey illustrated the scope of age,

features, and multiple use of the building in the Laramie Downtown Study•Area. The responses to the questions specific to building conditions and•utilization for upper floors is limited based on the understanding that in some• cases tenants were unwilling to respond to questions not directly related to• their lease space, and not all building owners responded to the survey.

Survey question: What year was your building built? ••

Number ofresponses to this question: 66•• NUMBER OF RESPONSES BY CATEGORY

•Late

•• 1900's Late

4 Mid 1900's 1800's•

24 17

••••• Early 1900's•••

21

••• Buildings in the Study Area vary in size from small one-story building to

larger structures with multiple floors. Many of the buildings represented in

the survey have basements. Survey responses indicate that nearly all•••basements are used for storage, rather than for commercial, retail, or residential use.

• Survey question: Does your building have upperfloors?�

Number ofresponses to this question: 101� Yes: 62%�

•�•• No: 38%�

••30•••

•• ••• •••• •• •• ••••• • • • •• • • • •• •• •

•�

••••• ~

••••�

••�

Survey question: What is the approximate square feet of the entire building?

Number ofresponses to this question: 66 Responses ranged from a building size of 800 sq. ft. to 32,000 sq. ft.

The responses to the questions specific to building conditions and utilization

of upper floors is limited based on the understanding that in some cases

tenants were unwilling to respond to questions not directly related to their

lease space, and not all building owners responded to the survey. Therefore,

the category of use, specifically residential use, is thought to be slightly

understated among the business/building owner survey responses.

Survey question: Indicate the category of use for each floor of your building.

Number ofresponses to this question: Varies, see categories below

Residential Use: Street Level

Second Floor

Third Floor

Fourth Floor

Fifth Floor

Office: Street Level

Second Floor

Third Floor

Foulih Floor

Commercial: Street Level

Second Floor

Third Floor

No responses

25 positive responses

4 positive responses

2 positive responses

2 positive responses

16 positive responses�

20 positive responses�

3 positive responses�

I positive response�

54 positive responses

10 positive responses

No responses

The building condition section of the survey included questions about the

type and condition of all building components: roof, exterior walls, interior

walls, number of restrooms, etc. In addition, respondents were asked to rank

the condition of each building component: excellent, good, fair, poor.

31�

•�•••••� The number of respondents to the building condition section of the survey

varies; however, it is important to state that the building components

reflected in the survey responses are indicated as being in fair, good, or

excellent condition. Building owners and/or their tenants should be

complimented on their obvious commitment to repairs and maintenance, and

to renovation, restoration, and creative reuse of older or historic buildings.

A blank copy of the Building and Business Survey questionnaire is included in the Appendix.

•••••••••••••••••••••�•••••�

•• 32

••••••••••

MAIN STREET LARAMIE WYOMING

CHAPTER III BUSINESS ENVIRONMENT

Business Clusters Business in the Downtown Laramie area can be grouped according to types

of businesses that share a similar customer base, or provide similar goods and

services. These groupings are called "clusters" and can reveal important

information about the patterns of retail Downtown for current business

owners, business development and new business recruitment opportunities.

As illustrated on the following map (not all businesses are shown on the

map), there are clear business clusters identifiable in the Downtown area.

The primary cluster with the highest concentration of similar or

complimentary businesses is labeled #1. This area also appears to be the

"retail shopping center" of Downtown Laramie. This cluster for example, in

approximately a one-square block area includes 40-retail businesses:

• 6-restaurants, • I-coffey shop • 4-variety retail stores, • 3-antique stores, • 4-sporting goods stores, • I-drinking place, • 2-beauty salons, • 4-bakery, specialty food stores, • 4-clothing/jewelry stores, • 2-book stores, • I-doctor, • 4-Lawyers, legal services,

• I-CPA, • I-furniture, home furnishing store, and • 3-art galleries.

Other smaller identified clusters, #2 to #9, have the same characteristics of

similar or complementary businesses, or that serve similar customers, and/or

are in close proximity to each other.

It seems that the Office Supply store is a "loner" and might benefit by being

closer to the municipal offices, county offices, or the Downtown businesses.

Since it is the only office supply store, location may not be a factor.

••••••••••••••••••••••••••••••••••••••••••••� 33�

MAIN STREET LARAMIE WYOMIN\;

However, it does present a possible opportunity for a second "office supply"

business in another Downtown location.

As displayed on the map, the "Opportunity Area" presents opportunities for

business development which might capitalize on specific high volume

customer bases, such as the municipal offices and county offices. Businesses

that might benefit include restaurants, drinking places, office supply stores,

legal services, printing/copying services, courier services, civil/social/family

services, and accounting/financial services.

••••••••••••••••••• The results of the Retail Sales Potential (Chapter IV) identify Retail Gaps, or

"Leakage", in the categories of Apparel, Food & Beverage, and Sports &

Hobby, and define potential for new business development or recruitment.

Based on the Cluster Theory and analysis below, new business development

opportunities in these categories would have a higher probability of success

in Clusters #1, #4, #5, and #8.•••••••••••••••••••••••••� 34�

•••••••••••••••••••••••••••• •••••• •••••••••

MAIN STREET LARAMIE WYOMINc;

•�

Laramie Main Street,(.~ t:I Book Stores, News Dealers - Misc. Varlely Relall m Clinic, Doclors, DenllstWCF,lEDC

* Clothing, Jewelry, Shoe Stores Office Supplies*<> Art Galleries Accounllng, CPA's

<> Sporllng Goods Printing Services a� Bakeries, Specialty Foods I-±J� lawyers

• Banks0 Restaurants Appliance, Radio, TV, Electronics \QI Antiques, Used Merchandise

• Drinking Places Furniture. Home Furnishings @ laundry, Dry Cleaners'i~ Beauty Salons, Barber

City of laramie Municipal

* Florists Tobacco Slores W Hotels, Molels 0�Movie Theater Albany Counly OfficesShops, Personal Care

35�

••� MAIN STREET�

LARAMIE WYOMINl;

#1

Alexander's Fine Jewelry Inc

Antique Fever

Artisans Gallery

Atmosphere Mountainworks

Augusta Mzzlwtts Back of Wagon

Bead Shop

Big Hoss Mountain Sports

Buckhorn Bar

Chickering Bookstore Inc

Chocolate Cellar Cid Walck CPA LLC Coal Creek Coffee Co

Copper Kettle LLC

Corthell & King PC

Cross Country Connection

•••••••••••••••••••••••••

Curiosity Shoppe

Earth, Wind & Fire Galleries

Elmer Lovejoy's Bar & Grill

Frausto Enterprises Inc

Gallery West & Frame Plant

Grand Bazaar

Green Gold

1st Story Cafe

Jeffrey's Bistro

John A Holtz

Judy Coburn

Law Offices of Janel L Tyler

Medicine Bow Natural Foods

Melissa Sweet••• Overland Restaurant

Palladium Hair Studio

Pedal House

Prairie Sage Pottery

Ronald D Copenhaver

Saras Bakery

Second Story Bookstore

Sensuous She

Stickley & Stickley Entrprs

Sweet Pickles

Visions Hair Salon

Whole Earth Grainery

Opportunity Area

City of Laramie

County of Albany

••••••••••••••�

Business Clusters - Business Lists

#2

Atmosphere Mountainworks

Coal Creek Coffee Co

Elmer Lovejoy's Bar & Grill

Frausto Enterprises Inc

Green Gold

1st Story Cafe

Melissa Sweet

Overland Restaurant

Palladium Hair Studio

Pedal House Seccnd Story Bookstore

#3

Bead Shop

Buckhorn Bar

Chocolate Cellar

Frausto Enterprises Inc

Gallery West & Frame Plant

1st Story Cafe

Jeffrey's Bistro

Overland Restaurant

Seccnd Story Bookstore

Sensuous She

Sweet Pickles

Whole Earth Grainery

#4

Alexander'S Fine Jewelry Inc

Augusta Mzzlwtts Back of Wagon

Big Hoss Mountain Sports

Chickering Bookstore Inc

Spm Inc

Stickley & Stickley Entrprs

#5

A Touch of Country

Altitude Chophouse & Brewery

Bridgetech Inc

Buck & Doe

Citrus Salon

Heron Night Books

Home Bakery

Ken's Music Box Inc

Maurices Inc

Quiltessentials

Terrapin Inc

Three Peaks Pottery

36

#6

Aspen Appliance Inc

Direct Maytag

Doddscc Inc

Dollar Partners Inc

Dove Lonesome

Lopez, Tony S Attorney At Law

Undercover Waterbed & Spa

#7 Aphrodites Antiques Community First National Bank Junction Tobaccc Shop

Killian's Florist

Kn Energy Appliance Store

Mister Pawn Shop

Radioshack Corp

#8

Connor Flower Shop

Dave Perry

First Interstate Bank

Grand Ave Pizza

Grand Newsstand

Mark Cupps Dr

Martindale's Western Store LLC

Mountain Woods Furniture Inc

Naural Balance

New Hair ERA

Old Town Bagel & Ice Cream

Pro Dish

Room To Grow

Tommy Jacks

Tumblin Dice Inc

Wyo Barber Shop

#9

Bagelmakers

Corral West Ranchwear Inc

Daylight Donuts

Dini Chiropractic Center

Grounds Internet & Coffee

Habanero Mexican Grill

Laramie Travel Inn

Subway

Travelodge Downtown Motel

••••••••••••••••••••• •••• ••••••• ••• •••••• •••

MAIN STREET lARAMI~ WYOMING

CIIAPTERIV� TRADE AREA ANALYSIS�

The demographic information contained In this Study is included here to

define those characteristics of the City of Laramie and the surrounding

community that are indicators of its ability to support the development of

expanded retail and commercial services in Downtown Laramie. The

economy of Laramie and Albany County is stable and consistent. While

much of the state is experiencing the chal1enges of rapid growth due to

increased extraction activity, Albany County is relatively unaffected.

To provide a perspective on the City of Laramie demographic groupings,

which defines the primary trade area for businesses in the Study Area, the

data is presented relative to Wyoming communities that are (like Laramie)

border communities, not dramatically impacted by the activity in the

extraction industries: Sheridan and Cody. Cheyenne has also been included

for comparison as it represents a competitive trade area and its influences,

like the City of Laramie, are primarily internal rather than external

It is important when reviewing community demographics that City of

Laramie is unique among Wyoming cities, whether through demographic

comparisons or in stand-alone data. The University of Wyoming and

Wyoming Technological Institute and their associated student populations,

approximately 10,000 students and 2,000 students per year respectively, tend

to influence age, income, and other community profile factors particularly

when presented as percentages of the whole. It is therefore recommended

when reviewing the following data, to look at the past and future trends,

rather than percentages, in order to use the information effectively.

COimnlulity Profile As the City of Laramie's community profile is developed, the first element is

the population size of the City and surrounding area. For purposes of this

study, for the City of Laramie and the comparative communities, the market

area is considered to be within a 3-mile radius of the City. Population growth

over any given period is an indicator of a community's ability to support

existing, expanding, or new expanding commercial and retail services.

37

••••••••••••••

The population growth trend forecasted for Laramie appears to match that of

the comparison communities. The student population of the University of

Wyoming and Wyoming Technological Institute are included in the

following total population numbers. While the students represent a consumer

block, or target market, their income is generally relatively low and therefore

their purchasing ability is generally limited. However, the student consumer

block should not be ignored when assessing the retail sales potential within

the City of Laramie trade area.

PROJECTED POPULATION GROWH COMPARATIVE COMMUNITIES

•••••••• 2011 ~••~:::..l..__L_..L_~ Ul c: o

••;;

QlCJ

'£ 2006 .....~~;:.J..__.J. ~_..

••011 II! III

~ 2000 •••~~~::"J..__.J. ~...

•• ::J Ul c: Ql

U 1990 ••IIJ;;;;;:::......l..._...J.__L ..

o 10,000 20,000 30,000 40,000 50,000 60,000

o Cheyenne • Cody 0 Sheridan Laramie

Source: AnySile Online

••••••• The projected population growth of all of the comparative communities for

the period 2006 through 20 II, is similar with Cody projected as the fastest

growing of the four communities. Cheyenne and Laramie are both projected

to grow at nearly the same rate over this period.•••••••••� 38�

-- - -- --

•••••• MAIN STREET

LARAMIE WYOMING

PROJECTED PERCENTAGE OF POPULATION GROWTH •••• OVER PERIOD: 2006 - 2011

•3.50% /

;:;iiiiiiiIj. 3.00%

•• QI 01 2.50%c l­.­ev .t: 0 / ­

2.00% -0 1- -- 1-- -­~ 0

'0 1.50%g u .­QI

/'e- 1.00% a.. , - I- -- ,- ­

0.50%

,-I- ~~

~

••••••• 0.00% L ,. ~

Cheyenne Cody Sheridan Laramie

Source: AnySitc Online

••••••••Income of the residents within the primary trade area is an important

indicator of the community's ability to support retail and commercial

development. The comparative communities have been included in this

•• analysis as a reference point from which to consider the level of commercial

and retail development communities can support. Again, it is important to

consider that Laramie's large student population, not yet into their full

earning capacity, are included in all of the data relative to income presented

• ••••

here:

Per Capita Income: the income of an entire study area divided by

the entire population (regard less of age) in the same study area.

A verage Household Income: the total income within a study area

divided by the number of households in the same study area.

Median Household Income: a mid-point between the income of the

household(s) with the lowest income range and the household(s) at

the highest income range within the same study area.

•••••39••••

•••• MAIN STREET•• L'\RAMIE WYO.\IING

•• COMPARATIVE PER CAPITA INCOME•.. I I I I II

••Cheyenne

~ I•• I I I I I I 1 u U

Cody N I ,] I I I I I

••••••

U U Sheridan

II II - 1 I I I I I I D U

Laramie II I I••

"I 1�

/ /�

$10,000 $12,000 $14,000 $16,000 $18,000 $20,000 $22,000 $24,000 $26,000 $28,000

• 02000 .2006 02011

• Source: AnySite Online•• COMPARATIVE AVERAGE HOUSEHOLD INCOME•••

( ....I

1u U

ICheyenne A••I

.II I I I I

• n U Cody

•II

I I I II U

Sheridan•••

H •

•~ I I I n tJ

Laramie II • I I•• r'

$10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000

02000 _2006 02011

••• Source: AnySite Online

•• 40••

•••••• COMPARATIVE MEDIAN HOUSEHOLD INCOME

•••••�••••••�•�•�••�•�•�•�•�•�•�•�••�••••�•�•�•�•�•�••�•�••�

., ..--------------------­~ I I I I I I ,

1 I II L

II

1'1

Cheyenne

I I I • I II

IICody

I II 1 I I II U

II n

Sheridan

I I I I • I II 0

~ ... Laramie • I

, J I I

/ ,

$10,000 $15,000 $20,000 $25,000 $30,000 $35,000 $40,000 $45,000

02000 .2006 02011

Source: AnySite Online

COMPARATIVE MEDIAN HOUSEHOLD INCOME� PROJECTED GROWTH 2000-2011�

Cheyenne

Cody

Sheridan

Laramie

0% 10% 20% 30% 40%

Projected Growth Over Period 2000 - 2011

Source: AnySite Online

41�

•••• MAIN STREET LAUAMIE WYOMING•�

•••

••• The income trends in the graph above indicate that the City of Laramie and

the surrounding area are projected to experience a greater increase in median

household income than that projected for the comparative communities, over

the 2006 through 2011 period.•• At a micro level, the household income for Laramie households presents an

interesting trend relative to supporting and sustaining commercial and retail•••••

growth. The projections below indicate that the number of households at the

lower income levels will decrease over the period, as individuals experience

a slightly higher income over the five year period. The number of households

in the highest income range is also projected to increase significantly.

• LARAMIE HOUSEHOLD INCOME

YEAR 2000 2006 2011 Change•• Total Number Of Households: 11,336 12,155 12,726 2000-2011'-------1

•�Number Of Households By Income:�

<$15,000 3,366 2,861 2,486 (880)� $15,000-$24,999 1,970 1,980 1,763 (177)

•• $25,000-34,999 1,487 1,437 1,611 (124) $35,000-$49,000 1,570 1,653 1,693 123 $50,000-$74,999 1,725 1,964 1,974 249

••••$75,000-$99,999 708 1,058 1,293 585 $100,000-$149,000 383 950 1,373 990 $150,000-$199,000 74 96 312 238 >$200,000 81 155 221 140

Chart Illformation SOl/ree: ESRI

••• Median household income and per capita income are both factors which can

indicate a solid consumer base. Even more important however is disposable income, sometimes referred to as discretionary income, the money used for

•••discretionary purchases: clothing, entertainment, toys (child & adult),

vehicles, etc. Individuals in Wyoming enjoy a relatively high disposable

income, primarily due to:

• Low cost of housing, both rental units and homeownership•• • Low State Sales Tax

• • No State Income Tax

The State of Wyoming Economic Analysis Division calculates disposable

income as 87% of med ian household income.••••• 42

••

••••••

••••••••• COMPARATIVE PROJECTED DISPOSABLE INCOME

•• ......... I

••!

I

U Cheyenne

II"I I I IJ

••n

•Cody

•.1 I I I I

u Sheridan••

II

J I I •

•y II

Laramie I I I•

$10,000 $15,000 $20,000 $25,000 $30,000 $35,000 $40,000

02000 .2006 02011

Source: AnySite Online

••• Another component of the Community Profile relative to the potential to

support and sustain current and future retail and commercial expansion and

development is the population by age group. Age groupings within the

overall population can be defined as target markets - the products purchased

by a 15 year old, for example, may be very different that the products

••purchased by a 65 year old - given the same disposable income.

The following graph depicts the City of Laramie and surrounding area's•• population by age groupings. For this depiction, the 2000 U.S. Census

numbers are most hel pfu I, as projections for 2006 and 2011 are based on the

•••most recent census data and projected into the future using certain

assumptions. One such assumption is that the population identified in the

census is a fixed component of the overall population and therefore will

continue to age with the overall population over time. In Laramie however,•• this trend does not apply, and is influenced by the relatively fixed the age

group of the student population. As long as the University of Wyoming and

•• the Wyoming Technical Institute continue to attract a relatively large student

population, every ten-year census will indicate a large portion of the City of

Laramie population between 18 and 24 years of age.

•• 43

•••

•• •

•••

••• • • •• •••• •

-------

•�••• MAIN STREET LARAMIE WYOMING••••�

•••••�••�•�••�••�••�••�

••�

While this student population does represent a target market, it is impol1ant

to also see the percent of the population by all other age groups, which

represent the non-student population of the Study Area. The age distribution

of the Study Area, coupled with its disposable income, and the projections

for future growth are all very encouraging indicators for the future of

Downtown Laramie's commercial and retail businesses.

PERCENT OF THE POPULATION BY AGE GROUP

18.00'.· .. 16.00%·

14.00'.·· .

-�12.00'.­

-�10.00%'"�

8.00'. .. - -~

-.. - - ­ ,.6.00%- . .. - _. ...- '-i"'~ - - - - ­

4.00'.­I" ..- - -- - - I- - - -- ­

2.00%

I- ..... ..... .... ;....,j JlJ1Jl.ILrL.... .... h- .... 0.00% ~ -

0-5 6·13 14-17 18-20 21·24 25-29 30-34 36-39 40-44 45-49 60-64 65-59 60-64 66-69 70·74 75-79 8O-&l 86+

Ago Groups

Source: AnySite Online

44�

•••• MAIN STREET LARAMIE WYOMING••••• Retail Sales Potential As it is true for many cities in the US, retail sales in the City of Laramie area will benefit from the influences of several positive factors, such as projected•increased growth in the Wyoming and US economies, exceptionally low• unemployment (3-3.5%), Laramie's population growth, increase in wages, increasing disposable income, all resulting in increased consumer demand for goods and services.

••• As displayed in the charts below, retail sales in the City of Laramie area are •• projected to grow at a positive cumulative rate of 18.6% from 2006 to 20 II

•••

(shown in "today's" dollars). Although each general category of retail sales is projected to grow at relatively the same rate, those showing the highest

potential growth in dollar sales are General Merchandise, Furniture/Home

Furnishings/Appliances, Food and Beverage, and Automotive. (See Category••Definitions at end ofChapter IV)

• Laramie Retail Sales Potential 2006 2011 % Increase

• Apparel $24,623,308 $29,191,215 18.6%

•Automotive $63,608,599 $75,483,134 18.7%

• Building Material $23,046,748 $27,429,562 19.0%

Electronics $11,901,222 $14,124,484 18.7%

Food & Beverage $80,761,890 $95,762,186 18.6%

• Furniture Stores, Home Furnishings, Appliances & Furniture $97,751,903 $115,991,229 18.7%

Gasoline $41,135,036 $48,791,408 18.6%

•General Merchandise $148,095,600 $175,691,352 18.6%•• Health & Personal Care $27,525,853 $32,662,863 18.7%

Miscellaneous $4,502,700 $5,350,706 18.8%

Sports & Hobby $11,495,759 $13,622,878 18.5%

• Total Retail $634,448,618 $634,101,017 18.6%

Source. Map/nro Corp.•••Laramie Retail Sales Potential % of Total 2006 % of Total 2011

General Merchandise 27.7% 27.7%

Furniture Stores, Home Furnishings, Appliances & Furniture 18.3% 18.3%

•••

Food & Beverage 15.1% 15.1%

Automotive 11.9% 11.9%

Gasoline 7.7% 7.7%

•Health & Personal Care 5.2% 5.2%

Apparel 4.6% 4.6%

Building Material 4.3% 4.3%••Electronics 2.2% 2.2%

Sports & Hobby 2.2% 2.1%

Miscellaneous 0.8% 0.8%••Total Retail 100.0% 100.0%

Source. Map/nro Corp.

••45

•••• MAIN STREET LARAMIE WYOMING•••• Lar.mlo Rolall Salos Polonll••

~·Mlle Ring••• AUlomOllw. .IIIIII

Building Malerlal.~.•• Eleotronlos••• Furniture Slores, Home� Furnishings, Appllanots & FumlhHI�••• General MerohandlM

Health & P,rscnal Care

••• MI&oellaneou,

Sports & Hobby

", ,~ ,",p' ~~~~ ", ",

",'3',".." -/"" .J>~ fQ'3~." ." -~.•• -' -' -' -' -'

,~

••••

"

The retail gaps can be identified when we overlay this data on the responses

from the 103 consumer Intercept Surveys. While goods and services are

currently being offered by Downtown Laramie businesses at some level,•• there is clearly a consumer demand for those goods and services that are not

being supplied by Downtown businesses, resulting in these consumer dollars

being spent elsewhere.

The charts that follow present:

• Projected 2011 Retail Sales Potential

•••••• What consumers indicated they shop for in Downtown Laramie

• What merchandise, businesses or services are not available in Downtown

•• Laramie that consumers would like to have available, or believe

Downtown Laramie should have?

•• All are expressed in percentage comparisons; total potential retail sales by

category, and total Intercept Survey responses for Questions #4 and #5.

••• 46

••

•�••• MAIN STREET LARAMIE WYOMING••••• Data Note: Supply (potential retail sales) estimates sales to consumers by retail establishments (sales to businesses are excluded). Demand (consumer)

estimates the expected spending by consumers at retail establishments. The•• Charts show the relationship between supply and demand that represent

•••••

"leakage" and "surplus". A negative value represents leakage of retail

opportunity outside the trade area. A positive value represents a surplus of retail sales, a market where possibly customers are drawn in from outside the

trade area. The Leakage/Surplus presents a snapshot of retail opportunity.

The Retail Gap represents the difference between Retail Potential and Retail

•�Sales, and an opportunity for retail business development.�

••Potential Shop for Wanl Potential Polential Shop for

#1. laramie Retail Sales Potential % Tot. 2011 in D.T. not avail. vs Shop vsWanl vs Want

Apparel 4.6% 16.8% 42.5% -12.2% -37.9% -25.7%

Miscellaneous 0.8% 10.7% 3.2% -9.9% -2.4% 7.5%•• Sports & Hobby 2.1% 10.2% 12.8% ·8.1% -10.7% -2.6%

Food & Beverage 15.1% 18.9% 22.3% -3.8% -7.2% -3.4%

Electronics 2.2% 3.7% 0.0% -1.5% 2.2% 3.7%

Heallh & Personal Care 5.2% 6.2% 3.2% -1.0% 2.0% 3.0%

Building Material 4.3% 1.0% 0.0% 3.3% 4.3% 1.0%•••General Merchandise 27.7% 24.0% 11.7% 3.7% 16.0% 12.3%

Gasoline 7.7% 0.0% 0.0% 7.7% 7.7% 0.0%

Automotive 11.9% 2.3% 0.0% 9.6% 11.9% 2.3%

Furnilure Slores, Home FumishinQs, Appliances & Furnilure 18.3% 6.2% 4.3% 12.1% 14.0% 1.9%

••Chart #1 relates Projected 20 II Potential Retail Sales to consumer shopping

patterns in Downtown Laramie, and displays retail gaps, or leakage, in

categories of Apparel, Miscellaneous, Sports & Hobby, Food and Beverage,•• Electronics, and Health & Personal Care.

Potential Shop for Want Polential Potential Shop for

•••

#2. laramie Retail Sales Potential % Tot. 2011 inD.T. not avail. vs Shop vsWant vsWant

Apparel 4.6% 16.8% 425% -12.2% -37.9% -25.7%

Sports & Hobby 2.1% 10.2% 12.8% -8.1% -10.7% -2.6%

Food & Beverage 15.1% 18.9% 22.3% -3.8% -7.2% -3.4%

•� Miscellaneous 0.8% 10.7% 3.2% -9.9% -2.4% 7.5%�

I� Health & Personal Care 5.2% 6.2% 3.2% -1.0% 2.0% 3.0%�

Eleclronics 2.2% 3.7% 0.0% -1.5% 2.2% 3.7%

Building Material 4.3% 1.0% 0.0% 3.3% 4.3% 1.0%•••Gasoline 7.7% 0.0% 0.0% 7.7% 7.7% 00%

Automotive 11.9% 2.3% 0.0% 9.6% 11,9% 2.3%

Furniture Stores, Home Furnishings, Appliances & Furniture 18.3% 6.2% 4.3% 12.1% 14.0% 1.9%

General Merchandise 27.7% 24.0% 11.7% 3.7% 16.0% 12.3%

• Chart #2 relates Projected 2011 Potential Retail Sales to what merchandise,

• businesses or services consumers perceive are not available in Downtown

Laramie that consumers would like to have available, or believe that

•••

Downtown Laramie should have. The Chart displays retail gaps, or leakage,

in categories of Apparel, Sports & Hobby, Food and Beverage, and Miscellaneous.

•• 47

••

••• ••••

•� MAIN STREET

LARAMIE WYOMING

Potential Shop for Want Potential Potential Shop for#3. Laramie Retail Sales Potential

•�

•••••••••�% Tot 2011 in D.T. not avail. vs Shoo vs Want vs Want�

Apparel 4.6% 16.8% 42.5% ·12.2% -37.9% -25.7%�

Food & Beverage 15.1% 18.9% 22.3% -3.8% -7.2% -3.4%�

Sports & Hobby 2.1% 10.2% 12.8% -8.1% -10.7% -2.6%�

•� Gasoline 7.7% 0.0% 0.0% 7.7% 7.7% 0.0%�

Building Matenal 4.3% 1.0% 0.0% 3.3% 4.3% 1.0%�

Furniture Stores, Home Fumishings, Appliances & Furniture 18.3% 6.2% 4.3% 12.1% 14.0% 1.9%�

Automotive 11.9% 2.3% 0.0% 9.6% 11.9% 2.3%�

Health & Personal Care 5.2% 6.2% 3.2% -1.0% 2.0% 3.0%

Electronics 2.2% 3.7% 0.0% -1.5% 2.2% 3.7%

Miscellaneous 0.8% 10.7% 3.2% -9.9% -2.4% 7.5%

General Merchandise 27.7% 24.0% 11.7% 3.7% 16.0% 12.3% •••• Chart #3 relates consumer shopping patterns in Downtown Laramie to what

••• merchandise, businesses or services consumers perceive are not available in

Downtown Laramie that consumers would like to have available, or believe

that Downtown Laramie should have. The Chart displays retail gaps, or

leakage, in categories of Apparel, Food and Beverage, and Spolis & Hobby.

•••••

In all three representations, Retail Gaps, or leakage, are evident in three

primary categories: Apparel, Food and Beverage, and Sports & Hobby. From

the Intercept Survey responses we can furiher define details of these

categories:

••A arel:

Women's & men's clothing (Professional, adult, appeal to a broad clientel) Men's clothing Affordable women's clothing••Children's shoes, clothing & toys More clothing stores, more restaurants, more stuff for college kids Upscale men's clothing More variety of clothing stores Good shoe store Speciality shoe store Payless shoe store Mall Gap Store National clothing store like a Gap Jewel

• •••

Food & Beverage: Ethnic restaurants/foods Food/grocery items More restaurants: Good steak house, Italian food, Seafood restaurants Ice Cream Store More than one coffee shop More sidewalk dining Late night food Coffee shops Medicine Bow Foods Beer Home Brew Shop Indian grocery restaurant Sushi FastFood:KFC,Dai~Queen••• 48

••

•�•••�••••• Soorts & Hobbv: Music••Art Supplies Music stores Sporting goods stores (more) A place for families & kids to hang out and play••Golf supplies Boat supplies Somewhere to do somethina other than bars

•• It is not realistic to expect that Downtown businesses can capture every

potential consumer retail dollar. However, this analysis reveals significant

••• retail oppoltunity for new business development, and opportunity (or

opportunity lost) for some existing Downtown businesses.

Opportunities for new business development, or re-configuration of existing

••••

businesses, are apparent to capture those retail gaps and reduce the leakage.

These opportunities should be viewed in relationship to the Business Clusters

(Chapter Ill) relative to suggesting potential new business locations.

••�CATEGORY DEFINITIONS

•APPAREL FURNITURE

Children/Infants Clothing Stores Fumiture Stores

Mens Clothing Stores Home Furnishings Stores

Womens Clothing Stores Gen Merch/Appliance/Furniture Stores

•••

Shoe Stores

Jewelry Stores

GASOLINE

AUTOMOTIVE Gasoline Stations w/ Conv Stores

Automobile Dealers Other Gasoline Stations

•••

Automotive Parts/Accessories/Repair

nre Deaiers GENERAL MERCHANDISE

Other Motor Vehicle Dealers Department Stores excl Leased Depts

General Merchandise Stores

•� BUILDING MATERIAL

Hardware Stores HEALTH AND PERSONAL CARE

Home Centers Pharmacies/Drug Stores•••PainVWalipaper Stores Other Health/Personal Care Stores

Outdoor Power Equipment Stores

Nursery/Garden Centers MISCELLANEOUS

•Pet/Pet Supplies Stores

ELECTRONICS

• AppliancerTV/Other Electronics Stores SPORTS AND HOBBY

Camera/Photographic Supplies Stores Sporting Goods Stores

Computer/Software Stores� Book/Periodical/Music Stores

HobbylToy/Game Stores

FOOD AND BEVERAGE Musical Instrument/Supplies Stores

Supermarkets/Other Grocery Sewing/Needlework/Piece Goods Stores

BeerlWine/Liquor Stores Video Tape Stores - Retail ••••

Convenience/Specialty Food Stores

Restaurant Expenditures

49•••�

•� MAIN STREET

••••• LARAMIE WYOMING

•• CHAPTER V•• CONSUMER PREFERENCES

• Attracting potential new customers, or increasing sales to existing customers•through and expansion of products and services offered, are two of the basic

••••

components of a business growth strategy; whether the growth strategy will

apply to a single retail business, a business cluster, or a commercial/retail

district such as Downtown Laramie. Experienced business owners and

individuals responsible for management of larger commercial areas do the

research to identify their target market(s). Once the target market has been

••• identified, the next step is to identify the target market's consumer

preferences, buying patterns, and available disposable income. It is not

• uncommon for the most experienced small business owners or the marketing

departments inside large corporations to not fully understand the preferences

and desires oftheir target market audience.

••••••

In Chapter II of this document, the results ofthe Building and Business Survey indicated that the commercial and retail businesses in the Study Area enjoy

support and loyalty from local residents. The survey indicated a high

percentage of repeat customers and relatively high dai ly traffic to the retai I

establishments. For existing businesses to continue to thrive, their customer

base will need to increase. New commercial and retail businesses considering••Downtown Laramie as a potential site for a new business will want to

consider the customer profile of consumers already traveling into the area to

••shop, to determine if there is a match for their business.

• An important component of this market analysis was to look outside of the

Study Area to local residents willing to share their attitudes, perceptions, and

•• preferences regarding shopping in the downtown area. To gather this

information an Intercept Survey was developed and administered by the

AmeriCorps *YISTA volunteers working with the Laramie Main Street

Program. A total of 103 surveys were completed over a two week period, at

pre-selected locations:

Safeway Store: Saturday, February 24th from 10:00am - 12:30pm

K-Malt:

Wal-Mart:

•••••••••••

Thursday, March 81h from 11 :30am - 1:OOpm

Tuesday, March glh from 4:00pm - 6:00pm

Saturday, March 10th from 10:00am - 12:00pm

50

•� MAIN STREET

LAUtlMIE WYOMING

•••••••••• The student volunteers introduced themselves and politely inquired if the

shoppers would be willing to complete a short survey regarding shopping in

Downtown Laramie. The demographic distribution of the responders, in

general matches the demographic of the Laramie population.

Survey question: What is your age? Number responding to this question: 96

••••• NUMBER OF RESPONSES BY AGE GROUP

•••••• •�••• 18-25 26-35 36-45 46-55 56-65 66-75 76+�

Age of Survey Respondents

•••• Survey question: What is your gender?

Number ojresponses to this question: 97

GENDER OF RESPONDENTS••• Male Respondents

39•••••••••••� 51�

•••••• MAIN STREET

Li\Ri\MI~ WYOMING

Survey question: What is your approximate household income? Number ofresponses to this question: 76

••••• NUMBER OF RESPONSES BY CATEGORY

16••••� ~ 14 0)

.sl'll

12 ()

>- 10 a:I•••�= 81/1g 6--­c.

D::= 4••2(5

:u: o <$10,000� $10,000- $25,000. $50,000- $75,000. >$100,000

$25,000 $50,000 $75,000 $100,00••� Household Income

Survey question: Other than to work, or you live there, on average how many times a week, and a month, do you shop in Downtown Laramie?

Number ofresponses to these two questions: 102

NUMBER OF SHOPPING TRIPS PER WEEK & PER MONTH

1 2·5 6·10 11+ Never

# Of Shopping Trips

• Shopping TrlpsJWeek 0 Shopping Trips/Month

•••••••••••••••••••• 52••

••••••••• Survey question: What do you shop for in Downtown Laramie? (check all that apply)•• # OF RESPONSES BY BUSINESS TYPE

•• Sporting goods

Small .ppllanoes I I I I Shoe.

R ••taurant/bar -

R.alosta'.

••• ~ I I

,

Pet supplies

Professlonal.ervloe.•••r---1

Personal 0.,.. items�

Offlo. suppli.s�

Newspapers/magazine.••M usia.llnstru.....nts I I i

Muaio�

Madiaal ..rvioe ..�

'-awn/garden supplies�

ILagal servloas

Large appllanoe.• ~ Jewelry

Insuranoe

•••••

:=-Homa furnishings

Hobby supplies I H.alth 0 .... Itams ::J

Hard.........ltool. ~ I I Olft items

Fumltu~

I I I I I Food/grocery items

Flower.

Eye/optloal ••rvloa. ~I I I en.erhlnman'

•• ,�Eleotronios

OanUI servioes••• Computerslsoft\WIre�

Communltyavants� r I I Clothing aooosso ria.

Clothing�

Building materials/paint� ~ I I Books�

B••r/'t'Ane/llquor� I

B•• utylhalr 0.,. I I I Banking

••••• Automotive pans

AooountinSJIflnanoial b I I I I I - I I 1 I I 0 5 10 15 20 25 30 35 40 45 50 55 80 85

# Of Shoppers By Business Type ••••

53•••

MAIN STREET LARAMIE WYOMING

••••••••••• Survey question: What merchandise, businesses, or services are not available in Downtown Laramie that you would like to have available, or believe should be available?

Following is a list of writ-in responses and the number of times this response was written in by survey respondents,

Music 2 Food/groce lOY ite ms 3

H~lIuware Store 2

MOI"e than one coffee shop

••••• Womens & mens clothing (PI'ofessional, adult) 12

Household items; bedding, linens 2

Specialty shoe store 2••••••

Home Improvement store (Home Depot" Lowes) 1

Pl"ice Club, Sam's Club 1

More I"estaurants: Good steak house, Italian food, Seafood rcstaumnts 3

Movie theater, cinema 2

More parking 1

More sidewalk dining 1

Children's shoes, clothing & toys 3

Ethnic res taurants/foods 4

Phnnnncy 3

Men's clothing 5

AI-t Supplies 2

•••••

Bookstore 1

A place for fitmilies & kids to hang out and play Affordable women's clothing 6

More clothing stores, more restaurants, mOI"e stufffor college kids 1

Variety & competitive prices 1

Good shoe store 3

Lawn/garden supplies 1

Office supplics 3

Late night food 1

Somcwhere to do sOlnething other than bal'S 1

Coffee shops 1••••Music stores 2

Medicine Bow Foods 2

Ice CI'eam Store 2

Mall 2

~p~re 2

Target 1

Spol-ting goods stores (mol-e) 2•• Appliances 1

Quality gifts (silver, china, crystal) 1

Jewehoy 1•••• Beer Home Brcw Shop 1 Upscale men's clothing 1 Golfsupplies 1 Indian grocery l"estauI'ant 1 MOI"e variety ofclothing stores 1 Payless shoe store 1 National clothing s tore like a Gap 1 Sushi 1 Boat supplies Fast Food: KFC, Dairy Queen••••• 54

MAIN STREET� L<\R..\MIE WYOMING

Survey question: Where do you go or shop for these items outside of Downtown Laramie?

The survey question offered the following options for response:

Big-box stores (i.e., Wal-Mart, K-Mart, Home Depot)

Super markets

Internet

Mail-order catalogues

Other Wyoming cities. Where?

Other cities not in Wyoming. Where?

Other

The out-oJ-area shopping locations were write-in responses.

# OF RESPONSES BY ALTERNATIVE SHOPPING PREFERENCE

Stumbo.t· -~ Broomfl.ld· •

Denve,·

Lov.l.nd· ,

R.Collln.·

Cody"

Doug'•• ­..

Rock Springs-

c.....r.~.,.

Cheyenne­.1 I

Mail-ord.r catalogue • ..c.1 I I

Internet I I

Supermarkets liJ I

Big-box Itor•• ~ , I

~ 10 20 30 40 60 80 70

# of Shopper Responses • Indicallls Wrllll~n

Intercept Survey respondents took time to write-in their specific shopping

preference locations. While out of town or out of state shopping trips are

relatively routine experiences for Wyomingites, none-the-Iess it does

represent sales dollars sent outside of the local community. Further, the

••••••••••••••••••••••••••••••••••••••••••••� 55�

I

MAIN STREET LARAMIE WYOMINL:

recognition of this shopping pattern creates opportunities for local businesses

should they choose to address the challenge, as it is reasonable to assume that

individuals who travel to Cheyenne or Ft. CoLlins to shop spend relatively

generously.

The responses from the Intercept Survey to the following two questions is

particularly interesting when compared to similar information generated in the

Building and Business Survey, which indicates a clear mismatch between

consumer preferences and the Study Area business realities.

Survey question: What time of day do you usually shop in Downtown Laramie? When wouldyou prefer to shop?

Number ofresponses to these questions: 101 & 94 respectively

NUMBER OF RESPONSES BY CATEGORY

8:00am-Noon Noon- 6pm After 6 pm

• Usus lIy Shop o Prefer To Shop

••••••••••••••••••••••••••••••••••••••••••••� 56�

••••••••••• Survey question: What days do you usually shop in Downtown Laramie?

What days wouldyou prefer to shop?

Many respondents indicated more than one choice as to when they

usually shopped and when they preferred to shop.

NUMBER OF RESPONSES BY CATEGORY

•••••� Monday

ITuesday

Wednesday�

Thursday�

Friday� I

Saturday

Sunday

Random

-

II� o� 10 20 30 40 50 60

Usually Shop o Prefer To Shop

••••••••••••• The following question asked Intercept Survey respondents to rank their

perceptions of various environmental conditions in Downtown Laramie.

Again, the responses from these randomly selected local residents are

interesting when viewed relative to the responses in the Building and Business Survey.

••••• Respondents were asked to rank their perception of the following conditions 111

Downtown Laramie:

Parking availability Crime & Safety

Cleanliness Quality of businesses

Traffic Cost of merchandise/services

Hours open for shopping Selection of merchandise/services

•••••� Promotions Service provided by businesses

••• 57

••�••••� The perception expressed of parking availability is particularly noteworthy. Another very positive perception expressed by the Intercept Survey respondents relates to crime and safety in the Downtown area.

Survey question: Please rank your perceptions of Downtown Laramie as a place to shop. l=Excellent, 2=Good, 3=Fair, 4=Poor, 5=Unacceptable. The conditions listed above were provided.

PARKING AVAILABILITY IN DOWNTOWN LARAMIE

• Unacceptable

•••••••••••Cl c: Poor :sc... Cll

! Do

Fair

A Good

••••• Excellent•• 0 5 10 15 20 25 30

# Of Survey Responses

• •••• CLEANLINESS OF DOWNTOWN LARAMIE

Unacceptable

~ Poor.: i: i u Fair

I Good

Excellent

0 6 10 16 20 26 30 36 40 46

# Of Survey Responses

•••••••••••••58

••••••TRAFFIC IN DOWNTOWN LARAMIE

••••Unacceptable

u Poor

••~ I-

Fair•

J••• Good

• ~

Excellent

•• 0 6 10 16 20 26 30 36 40

•# Of Survey Responses

••• HOURS OPEN FOR SHOPPING IN DOWNTOWN LARAMIE•••• Unacceptable

• I!! :::l Poor••~ l!! ~ Fair

•• I Good

• Excellent

••0 6 10 16 20 26 30 36

# Of Survey Responses

••••••59•••

MAIN STREET LARM,lI~ WYO~\ING

•••••••••• CRIME & SAFETY IN DOWNTOWN LARAIE

Poor

•••• f 11 E

<5 Fair

I Good ••• Excellent

0 5 10 15 20 25 30 40

# Of Survey Responses

QUALITY OF BUSINESSES IN DOWNTOWN LARAMIE

Unacceptable

•• Poor

•••••••••••I)ia ~

Fair

Good••• Excellent

0 10 20 30 40 50

# Of Survey Responses•••••••••• 60

MAIN STREET LARAMIe WYOMING

••••••• COST OF MERCHANDISE/SERVICES IN DOWNTOWN LARAMIE•••

Unacceptable••• '5 .~ Poor

~jFair]1

Good

•••• II Excellent

0 5 10 15 20 25 30 35 40

# Of Survey Responses

SELECTION OF MERCHANDISE/SERVICES IN DOWNTOWN LARAMIE

•••••••••• Unacceptable

'5c: 2l Poor•• ~j ._

Fair"ai~ tfl't;

~ 16

jl Good

Excellent

••••• 0 6 10 16 20 26 30 36

# Of Survey Responses

•••�••••••� 61�

MAIN STREET LARAMIE WYOMING

SERVICE PROVIDED BY BUSINESSES IN DOWNTOWN LARAMIE

Unacceptable

~ .~ Poor

.:: ~ I/ll/)

dl a; Fair

~i Good

~u Excellent

0 6 10 16 20 26 30 36 40 46

# Of Survey Responses

PROMOTION OF BUSINESSES IN DOWNTOWN LARAMIE

Unacceptable

Poor~ ~ ~

Fair p Good

•••••••••••••••••••••••••••••••• Excellent

~

••• 0 5 10 15 20 25 30

# Of Survey Responses

••••�•••••� 62�

MAIN STREET

•••••• LARA~!IE WYOMING _

CHAPTER VI MARKET OPPORTUNITIES

Downtown Laramie is a special place! As the keeper of the City's history,

••••••• the Commercial Historic District serves to remind residents of the deep, rich

history upon which their City was built. At the same time the reuse and•••••••

redevelopment of many of the old and historic buildings sets a theme and

establishes the character for the entire community. A vibrant downtown is

the envy of many communities, large and small, nationwide as-well-as

throughout Wyoming! Even in rural states with small communities,

downtowns are often the site of deteriorating or unused buildings, or in

general do not reflect community pride or economic viability. As is often

stated: pretty sells! The City of Laramie, its residents, business and building

owners are truly fortunate to have this jewel as their downtown and the

primary commercial and retail center of the community.•••••••

The business and building owners in Downtown Laramie have added esthetic

value to the Downtown area through their commitment to the renovation,

preservation, and viable reuse of the historic and older buildings which

dominate the downtown commercial area. The financial investment and

creative reuse of the downtown buildings provides a richness and vigor that

is reflected in the tenor of the community.

• •••• The Commercial Historic District in Downtown Laramie is a vital and

vibrant commercial and retail area. The concentration of shops, restaurants,

professional offices, and other commercial enterprises is unmatched

throughout the City. Residents take great pride in their downtown, and nearly

all have an opinion on how it can be improved. While numerous plans have

been prepared by the City, University, downtown committees and authorities,

the prioritization and implementation of those plans have been limited

primarily due to lack of funding.•••••••

The Laramie Main Street Program, even with its short history, is doing well

at prioritizing the desires and vision of the citizens, involved volunteers,

business and building owners. The goals established by the Main Street

Program have incorporated many of the ideas, concepts, and practical ideas

for enhancements and improvement to the downtown area.

•••• 63

•••• MAIN STREET LARAMIE WYOMIN(.;•••••••Information gathered through the business and building inventory provides a

profile of downtown buildings which can assist in determining existing and

future commercial and multiple-use opportunities within the downtown area,

and define potential improvement or restoration projects that would enhance

•• the historic and commercial appeal. Business owners, through their survey

participation, provided a "moment-in-time" look at the overall business

environment in the historic downtown area, identified issues which impact•••business conditions, and their efforts to address the needs and desires of the

local and traveling consumer.

•••

Mixed Use Many of the essential elements necessary for a vibrant and growing

downtown area are in place in Downtown Laramie; commercial, retail, civic,

nonprofit, and residential. While mixed use is the goal of most revitalized•••••

downtown areas, it seems to have developed quite naturally in Laramie. It is

difficult to determine from the Building and Business Survey if the residential

component is creating additional shoppers or after-hours consumers for

downtown area businesses. As the residential component is increased, the

demand for after-hours services will also increase.

Economic Facto.os

•••••The economic factors that influence a community's ability to sustain and

expand its commercial and retail business look favorable, barring any

significant local, regional, or national influences. The community enjoys a

stable economy. Population growth is projected to be a responsible and

sustainable rate, and household income is projected to increase annually

through the year 2011. Other, more local indicators of a projected stable and

growing economy are the newly remolded Safeway store and the increased

presence of big box stores in the community.••• With the planned promotion of the downtown area, particularly during the

summer tourist season, Downtown Laramie will continue to draw tourists•• and the traveling public into the area. The traditional community events will

also continue to increase in popularity, further increasing consumer traffic

and retail pursuits.

Potential Retail Sales Retail sales in Laramie are projected to grow at an encouraging 18.6% from

2006 through 2011. The highest contributors to sales are projected to be in

••••••• 64

••

•••• MAIN STREET••••••••�••••••�••�•••••••••�•••�•••�••�•••••••�

LAnAMIE WYOMINL;

General Merchandise (including Department stores), Furniture/Home

Furnishings/Appliances, Food & Beverage, and Automotive. When the

Potential Retail Sales Growth is viewed in correlation with the Consumer

Intercept Surveys (what consumers shop for, and what goods/services are

perceived to be not available in Downtown Laramie), consistent "retail gaps"

are evident that present business development and recruitment opportunities

to reduce the "leakage" of retail dollars being spent elsewhere.

This analysis presents the potential to further develop Downtown Laramie,

increase the local consumer traffic and spending Downtown, and draw-in

additional consumers from other market areas. If appropriate, it also offers

the option for existing businesses to reconfigure their operations and capture

some of the identified leakage. For example, a women's clothing store might

expand their lines to offer children's clothing, or women's shoes.

The Business Clusters are businesses grouped according to types of

businesses that share a similar customer base, or provide similar goods and

services, and/or are in close proximity to each other. The Business Cluster

analysis identifies 9-primary clusters with Cluster # I clearly being the "retail

shopping center" of Downtown Laramie. It also identifies at least one

"Opportunity Area" where there is the potential for specific types of

businesses to fill apparent gaps in retail trade. Cluster identification is

important when recruiting new businesses to the area, so the particular

business can be introduced to a cluster location that would provide the

highest probability for success.

Downtown I.Jal'amie Businesses In general, the survey responses provided by the Downtown Laramie

businesses were fairly typical of viable businesses anywhere. They indicate

reasonably good traffic to their establishments on a daily basis, few indicate a

true seasonality, sales are primarily to local residents, the return customer

rate is very high, and they appear to be creating and sustaining jobs. The

commercial and retail businesses in the study area clearly have earned the

support of the Laramie residents.

Respondents to the Intercept Survey ranked the Downtown area as a very

safe place. Crime and safety received an excellent or good ranking from 71

of the 87 responses to the question. Cleanliness of Downtown Laramie was

also ranked very high by the Intercept Survey respondents.

65

MAIN STREET LARAMIE WYOMING

HOlll'S ofO[JCloation Hours of retail business operation, as reflected in the Building and Business Survey is an area that deserves attention. This concern is reinforced through

the responses to the consumer Intercept Survey. However, the professional

offices, commercial businesses, restaurants and bars in the study area are

very consistent in their hours of operation.

While it is understandable that each business owner can establish hours of

operation based on their personal choice and circumstances, if hours of

operation are non-traditional it is difficult to attract walk-by or new

customers to the business. Residents of the community have been "trained"

to shop in the downtown area in the mornings and afternoons, on week days

and Saturday mornings, and never on Sundays, only because of the business

hours chosen by the retailers, not because residents necessarily prefer them.

••••••••••••••••••••••Respondents to the consumer Intercept Survey indicate that they prefer to

shop in the afternoon and evenings, and on Saturday and Sunday. When

Intercept Survey respondents were asked to rank the hours open for shopping

• of the downtown businesses, only 8 ranked excellent - 83 indicated less than

excellent.

•• Altclollative Sho[Jl)ing Prefclocnccs

••••Respondents to the Intercept Survey indicated that they shop in Ft. Collins

and Cheyenne, Supermarkets and Big Box stores for items they can not find

in Downtown Laramie, more than they utilize the internet or catalogues for

these items.

•••• • As indicated in the Intercept Survey, and as a concern expressed in nearly

every meeting on a related topic; Laramie consumers travel to Cheyenne and

Ft. Collins to shop. When do they go ~ primarily on the weekends! It is

recommended that the retail businesses in the study area begin to view these

out of down shopping destinations as real competition, rather than just where

locals go to shop for items not found in Laramie. Further to this point, an

area of focus might be to consider the big box stores also as real competition,

rather than just "where other people shop but not my customers". Again,

adopting this approach provides opportunities to capture some of the retail

leakage.

•••••66••••

••••

••••• •••• ••••• •••

••••�••�•••� Pal'king & Tl'affic Whether it is reality or perception, there is a disconnect between the business

owners and the general public (Intercept Survey respondents) relative to the

availability of parking in Downtown Laramie. The University Student's

Parking Study indicated there is sufficient parking available. The perceived

lack of available parking might be translated to "a lack of parking directly in

front of the business one intends to visit." If in fact the lack of available

parking is an urban myth, perhaps a subtle public relations campaign would••• be effective in changing that perception.

••• If consumers can be "trained" to shop only when the business owners choose

to be open, they might also be "trained" to park elsewhere and walk to their

destination if given the right incentives - cover from the weather, attractive

and inviting store-fronts, sidewalk dining, etc. This of course would increase

the pedestrian traffic, one of the keys to the success of business clusters.

Although public parking may be available Downtown, perhaps•••� a new

analysis might determine if an additional public parking area would be

appropriate if located more closely to the primary business clusters.••• Summary All elements of the Market Analysis indicate that the market conditions

existing today, and forecasted for the next five years, favor a vital and

growing commercial and retail environment for Downtown Laramie. There

are challenges and opportunities to improve the overall consumer shopping

experience, to develop new businesses, increase the overall retail revenue

••�

generation, and expand existing businesses based on the local economy.

There exists an entrepreneurial spirit and the desire to satisfy local consumer

preferences and demands. There also exists strong support and involvement

from local organizations that appear committed to the improvement,

development and success of Downtown Laramie.

A final opportunity must be pursued in partnership with the University,

which houses a population of about 12,000 potential consumers. Attracting

this population wi II require for example, consideration of their unique

shopping preferences (different in many cases than those of the local Laramie

residents), transportation issues, business operating hours, community events

tailored to that age group and their preferences, and the incentives mentioned

above.

67

MAIN STREET lARAMIE WYOMING

••••••••• CHAPTER VII MOVING FORlVARD•• Downtown Laramie is the primary commercial and retail center for the City

of Laramie, offering a concentration of diverse businesses and residential

opportunities. The business owners, building owners, and other interested

••••••

•• individuals have formed volunteer committees, organizations and boards to

address current and future conditions to increase the viability of the area. The

Main Street Laramie Program is the primary coordinator and facilitator of

these volunteer committees ensuring their efforts are coordinated and

focused. Main Street Laramie provides an essential communication link

between the committees, other civic and community organizations, the City

of Laramie, and the community on behalf of Downtown Laramie.

•••There are challenges to the near and long-term to the viability of Downtown

Laramie. Current and future commercial and retail development near the

University of Wyoming campus, and along Grand Avenue (Highway 30) to

••Interstate 80, presents increasing competition for Downtown Laramie

retailers. While the Downtown Area currently enjoys the support of local

consumers and travelers, as more shopping choices become available locally•• consumer loyalty may be threatened.

•• BRG offers the following observations and recommendations, from an

"outsider's" perspective, which may be helpful to the Downtown Laramie

committees, volunteers, and business owners in addressing the challenges

ahead. These observations and recommendations are not intended as

criticism rather, as ideas and concepts which could be further explored and

developed.

Where is Downtown Laramie?

•••••• The Downtown Laramie commercial and retail center, and the Historic

Commercial District, are difficult to identifY and locate. Travelers, visitors,

or those new to the area may not even know that it exists. Existing signage

•• addresses Historic Downtown only; the signage along Third Street and

Grand Avenue is small and difficult to differentiate from other signage, and

offers no information, graphic or textual, of retail or commercial services•• available. Further, respondents to the Intercept Survey indicated their

perception of promotion of the businesses in Downtown was Poor to Fair,

•••• 68

• •••••••

•••••• •••••• •••••••

MAIN STREET LARAMIE WYOMING

which would indicate local consumers may not fully understand the overall

breadth and scope of the Downtown Area.••• What is Downtown Laramie?

••�Downtown Laramie is the commercial and retail center of the City of

Laramie. Twenty-five contiguous blocks of diverse businesses, offering a

wide variety of products, services, eating and drinking establishments housed

in unique historic buildings. It is a dynamic and vital area of Laramie;••• however, it is not physically or graphically well defined. With the exception

of lovely antique street lights, there is little continuity, signage, or graphic

•••representation denoting the Downtown Area. Further, there is a lack of

signage elsewhere in the community that indicates the presence of a

Downtown commercial/retail center.

••Downtown Laramie is comparable to an outdoor, or open air, mall. It would

•�•�

••�

be beneficial if the boundaries were clearly defined and unique shops and

services were recognized in public area signage. This concentration of

commercial and retail businesses is unique in the community and should be

recognized and identified as the community asset it represents.

Downtown Laramie Image Downtown Laramie would benefit from the creation of an image, or branding

statement, which incorporates the historic elements and communicates that

Downtown Laramie is more than Historic Downtown - it is the commercial

and retail center of the City! The image, or branding statement, should be

carefully crafted to be appropriate for long-term use both locally and for out­

of-area promotion; to create an identity for Downtown Laramie that is upbeat

and positive with broad appeal in addition to the promotion of the Historic

Downtown attractions.

Image elements can be incorporated into the public areas (streets, sidewalks,

pedestrian crossings, etc.), signage, and Downtown promotional elements.

Other image elements, such as a small graphic depicting the image, might be

used by the Downtown businesses in their unique advel1ising and promotion.

It takes time to create an identifiable image; elements must be used

consistently, repetitively, and over the long-term to create brand awareness,

audience recall, and identity. The "historical" element could be emphasized

with building plaques identifying the historic building, its "story" and

significance.

69

••

•••

•••••••• The Shopping Experience The individual business owners and the committee volunteers who are

focused on development in Downtown Laramie demonstrate admirable,••• boundless spirit and enthusiasm. Each of the Downtown committees is

working hard to identify areas of improvement, enhancement, and

promotion. Listening to the committee's presentations of their short and long

term plans, the energy and vision communicated is so impressive - it's

contagious!

The challenge becomes how to communicate this energy and enthusiasm to

consumers for their shopping experience in Downtown Laramie on a daily

basis. Intercept Survey respondent indicate the majority of their shopping

trips to Downtown are single purpose. As the consumers (shoppers) are

traveling into the Downtown Area, perhaps if the overaU shopping

experience was enhanced these shoppers would be enticed to visit a second

store, have lunch or dinner, or avail themselves of additional services.

••••�•••�•�

Numerous studies have been conducted to identify consumer preferences

••• relative to their shopping experience; what causes them to make impulse

purchases, how many stores they visit that were not planned, etc. The resu Its

of these studies are most obvious in shopping malls. Another perspective to

••consider is that the "stage" is set; all the preparation has been done in

anticipation of welcoming and serving the shoppers.

•� • Lighting is bright (day and night)

•� Store windows displays are attractive, well lighted, and clearly•• depicting the merchandise available - whether the store is open or

closed.

•� Store doors are open and unobstructed

•� Music is playing

•� Directories of all products and services are easily accessible ••••� •� Each store is unique with an overall simple continuity throughout the

mall; commonality is in store front colors, font style in signage, etc.

•� An overarching theme or image for the entire complex is being communicated.

•� Hours of operation are relatively uniform throughout, and/or unique

store hours of operation are posted depicting a consistent pattern for••� each unique business.

•• 70•••

•••••• ••

••••••

•�•••�

•••

•••• • Common areas are colorful, signage is simple, directions to specific

stores and/or retail groupings are provided, seating (rest) areas and

restrooms are easily accessible.

• There is an abundance of seasonal natural elements: flowers, trees,••shrubs, holiday decorations, etc.

All of these elements can be adapted to an outdoor shopping area to address

those identified consumer shopping preferences on a daily basis. This is•• particularly important during the winter months when the weather causes

street appeal and the street shopping experience in Downtown Laramie to

•••

become rather uninviting. The existing Downtown street shopping

experience does not encourage walking, window shopping, or taking an

unplanned break for a snack or beverage.

The objective of adopting the design elements that address general consumer

shopping preferences is to entice shoppers to become "pedestrians" and visit

multiple retailers once they have parked in downtown.

Competition

••

Competition is a fact of life for all viable businesses; it is an inherent

component of the free enterprise system. For purposes of this discussion, we

would like to address the out-of-area shopping preferences expressed in the

Intercept Survey: Cheyenne, Ft. Collins, and Denver relative to the potential

retail sales projections for the City of Laramie discussed in Chapter 4. It is important to remember that the potential retail sales projections are an

indicator of potential future consumer purchasing capacity. While some of•• this increased consumer purchasing capacity will be realized by local retail

and commercial businesses, it is assumed that some portion will continue to

••••be spent outside of Downtown Laramie (leakage). This presents an

oppOitunity for local retailers to capture a portion of that leakage by

acknowledging the survey consumer buying preferences and desires, and

changing their retail strategies.

• It seems to be accepted by the Downtown Laramie businesses, almost

assumed, that consumers who live in Laramie will travel out-of-town to shop.

Rather than accepting this consumer behavior, it would be beneficial for

local businesses to study and learn from their out-of-area competition.

Identify why consumers are shopping out-of-town and define the shopping

experience they enjoy. Businesses should analyze what elements of the out­

••• 71

•••• MAIN STREET

• LARAMie WYOMIN(J••• of-town shopping experience might be replicated in Downtown Laramie to••� better meet the desires of local and traveling consumers.�

• Downtown Residential

•Building owners in the Downtown Area may choose to consider the•• appealing characteristics of the upper floors of older buildings for residential

use. Loft living is a popular cosmopolitan life style which appeals to young

professionals and empty-nesters looking to down-size their living• arrangements with the convenience of nearby shops, stores, and restaurants.

•••

An increase in the quantity and quality of the Downtown residential

opportunities would create increased pedestrian traffic, add an "after

5:00pm" vibrancy to the area, and increase utilization of the commercial and

• retail services available in Downtown. The Intercept Survey indicates that the

Downtown Area is considered to be a safe, crime free, attractive area which

••adds to its appeal as a residential option.

• Downtown Building Characteristics The Building and Business Survey provides comprehensive information

•regarding building location, characteristics, current use, and contact•• information for nearly 100 buildings in Downtown Laramie. The data

•collected can be a valuable tool for existing Downtown business expansion

and recruitment of new businesses into the Downtown. The majority of the

buildings appear to have been built in the late 1800's and early 1900's

••• (survey data) which contributes to the overall historic ambiance of the

Downtown area and should continue to be emphasized in the overall design

•guidelines and elements established for Downtown Laramie.

BRG recommends that a building profile be created from the building•• characteristics information generated from the Building and Business Survey, perhaps as an AmeriCorps volunteer project, to create a baseline building•••inventory. The building data base can be expanded as additional building

specific information is known and can be used for future Downtown

development, creation of design elements, and future historic preservation

grant requests.

••• Business Development

••During several of the conversations which took place in the research phase of

this study and from the information gathered in the Intercept Survey, an

anchor tenant for Downtown Laramie was mentioned repeatedly. This

••

72••

• ••••••••••••••••••••••• ••••

•••••••

••••••�••�

•�

commercial and retail center of the community would obviously benefit from

the location of an anchor type enterprise to pull a high volume of shoppers

into Downtown.

The size of the community restricts its ability to attract large anchor type

stores, and therefore it is recommended pursuing nontraditional anchor

businesses or multiple anchor type businesses. A few examples of

nontraditional anchor businesses or endeavors would be:

•� A community owned mercantile; these community endeavors are

successfully operating in Powell, Worland and Rawlins,

•� The Science Center, as discussed in the following paragraphs could

serve as an anchor,

•� A fully developed gourmet, ethnic, or health food store, similar to

Whole Foods Market.

Given the increasing competition of the development on Highway 30, it

would be in the long-term best interest of all the Downtown Laramie

businesses to actively pursue a commercial enterprise (traditional or

nontraditional), appropriate for the Downtown, that will attract and increase

the number of shoppers coming into Downtown on a daily basis.

A Sense of Place Downtown Laramie is the commercial and retail center of the community,

but the term Downtown denotes more than services and shopping. A

downtown does not belong exclusively to those who engage in commercial

enterprise; rather it is the community's downtown; a community central - a

sense of place for the entire community. A place to connect with the history

of the community, appreciate the diverse elements of a community, a place

for public gatherings, events and celebrations, a place to meet and visit with

friends, a place for families, students, singles, and seniors to come together to

enjoy and appreciate all that their community has to offer.

Downtown Laramie has almost unlimited opportunities to expand its

community downtown flavor and is the envy of many communities for the

resources resident within the community. The students and facility members

of both the University of Wyoming and the Wyoming Technical Institute

provide a diverse, creative, and energetic community sector, which through

collaboration with Downtown, could inspire and enrich the community

residents with exhibits, displays, lectures, and performances offered in open

73

•�••••••••••••••••••••••••••••••�•••••••••••••�

downtown spaces. The Loft project IS a recent example of a community

downtown project.

Downtown Laramie can benefit from the exploiting the knowledge and

expertise resident within these educational institutions to address families

and youth, to create local or possibility regional attractions. Consider these

examples offered to demonstrate the concept.

•� An interactive Science and Math center to spark children's natural

curiosity, dedicated to educating young minds, assisting teachers and

increasing public understanding and appreciation of science, math and

technology through interactive exhibits and programs. A community­

wide resource where families come together to learn and have fun.

Opportunities offered through a science and math center might be

further enhanced with hands on demonstrations of the new super

computer planned to be built in Cheyenne. There are several models of

existing successful interactive Science and Math centers.

Downtown leaders can look for opportunities to develop family evening and

weekend entertainment.

•� An empty space converted into a family sports fun zone, perhaps with

a climbing wall, miniature golf, creative play area (build sand castles),

learn to ski or snowboard year-round on a carpeted slope, a water

slide, and other sports adaptable to indoor performance. A place where

families and young adults to play.

•� A multiple screen movie theater similar to the successful model of the

multiple screen theaters in several Wyoming cities (developed by

Pryde, Hosey, & Ito of Casper); first showing at 11 :00 am on

Saturdays and Sundays, open all day and evenings on weekends and

weekday evenings.

•� A "food court" with pizza by the slice, baked potatoes, hot dog and

hamburgers, single serving ethic food - serve yourself and family

appropriate.

•� Outdoor conceits in the park, performed by music students and/or

local musicians.

There are numerous possibilities and entrepreneurial opportunities to develop

a sense of community in Downtown Laramie when the vision becomes

creating an inviting community place and taking full advantage of the

valuab.le and extensive resources available in Laramie.

74

•�•� MAIN STREET

LARAMIt:: WYO.I.-IING

••••••••• All of the elements are in place or available for Downtown Laramie to

increase development of the primary commercial retail center of the

community, and to develop into a center of the community. It will take work

to address the challenges which may threaten cel1ain components. However,

with the dedication, vision, and spirit of the business owners, building

owners, and volunteers involved, Downtown Laramie can become the envy

of all communities seeking a sense of community within their towns and cities.

••••••••�•••�••�•••�•••••••••••••••••� 75�

-----------------------------

•�•••�•••• Building & Business Sm"vey -Ilage I

Date of Survey: _� Conducted by: _�

Downtown Laramie Building and Business Survey

The Laramie Main Street Program is preparing a downtown market analysis for the City. By taking a few".•••

minutes to complete this CONFIDENTIAL survey, you can help us identify Laramie's business trends and needs. NO INDIVIDUAL SURVEY WILL BE MADE PUBLIC.

All surveys will be treated confidentially. If you have questions about the confidentiality of this surveyor about any other aspect of this survey, please contact the Laramie Main Street Program at 742-2212.

Please complete this survey to the best of your ability by August 18,2006 prior to your scheduled appointment with a volunteer surveyor.

Name of Business Street Address --------------------------------­

••••••••� Mailing Address� _�

Telephone� Sales Tax 10#� NAICS or SIC code�Fax -'--------------------------------­

•••••E-mail� Website� Your Name� Your Position� Date Established�

••� Circle one for each of the following and/or fill in the blanks:�

Business Characteristics

1. How long has your business been AT THIS LOCATION? < 1 yr 1-5 yrs 6-10 yrs 11-20 yrs > 20 yrs Don't know

2. Do you own or lease this location? Own Lease If lease, monthly rent -'=$ _

3. Name, address and phone of property owner if he/she is person other than business owner:

4.� What type of business do you have? Retail Wholesale Office Services Entertainment Other� _

Please provide a detailed description of goods/services� _

••••••••••••� 5. What is approximate physical size of business operation (gross leasable area)? Sq. ft.�

6. Is this space adequate for your present operation? Yes No If no, do you need more or less space?� _

•••• 76

•••

••••••••••••

•••• nuihUJlg & nusiness Smevey - page 2

••�7. Do you have any plans to expand your operations? Yes

••8.� Do you expect to move from your current location?

Within 12 months Within 6 months Not at all•• 9. If you are planning to move, will you:� Stay in the Downtown Leave Downtown, but stay in the City�

10. If you are planning to move, Why?

••<I

•• 11. What is the amount of sales tax you pay at this location? (This information may be retrieved from the State)

••12. Is this the only location in Laramie at which you pay sc

If no, what other location do you operate your business?

Building Characteristics

••� 13. What year was your building built? _�

14. What is the approximate square footage of the entire building?••� 15. Does your building have upper floors? Yes (go to next question)�

No

Don't know

Leave the City altogether

_

_

Yes No _

sq. fl.

No (skip next question)

••�If you answered "Yes", please indicate the category of use by floor on left with a more detailed description� on the right.� Use category Detailed description of use by floor:�

Basement:� _Residential•• Office Street level: _ Commercial 2nd floor: _ Olher _ 3rd floor: _

4th floor: _ 5th floor:� _

16. If any of the floors are vacant, who is the contact for sale, lease, or rent? _ Floor: Circle one: Sale Lease Rent Name: ~-----------------

••••• Phone: ---,---___________ Address: _ Circle one: Agent Owner Manager Other

17. If upper floors are rented or leased, please indicate monthly rent? $� _

18. Have you made any major improvements or additions to your business/office within the last 5 years? No Yes If yes, please specify

19. Do you have any specific future plans for the bUilding? Yes No If yes, what? _

20. Do you have a conditional use permit or other amendment to standard zoning classifications? Yes No If "yes" please describe. _

Page 2

77�

••••• MAIN STREET LARAMIE \VYOMING•••••••••••••••••••�•••�••�

Dllil(Uug & llnsiucss Sm"Vey -I)oge 3

Employee and Service Characteristics

21. What are your business/office hours?� (Please note any day which you are closed.) Sunday a.m. to p.m. Monday a.m. to p.m. Tuesday a.m. to pm. Wednesday a.m. to 'p.m. Thursday a.m. to p.m. Friday a.m. to p.m. Saturday a.m. to pm.

22. Including yourself, how mali1Y people do you employ at this location?: Full Time Part Time Seasonal

23. Do you have off-street parking available for your customers/clients? Yes No If yes, how many spaces? _

24. Does existing on and off-street parking meet Ihe requirements of your business/office/residential space? Yes No If no, how many addilional spaces do you need?

Target Market/Customer Characteristics

25. Please estimate the number of "customers" who enter your store/office each day.� _

26. What are your peak business times: Seasons Days Hours

27. What percentage of your customers/clients come from: __---'%-=.o_Laramie % Nearby Cities __---'%-=.o_Albany County % Other

28. What percentage of your business is repeat business? < 25% 25-50% 51-75% >75%

Marketing/Promotional Characteristics

29. What type of advertising has been most successful for your business? Yellow pages� Local newspaper Mass market newspaper Direct Mail

Outdoor (billboards) Radio Television Internet Other _

30. If budget would allow, which type of advertising would you like to expand? Choose up to five and rank in order of preference, "1" being your first choice.

Yellow pages Local newspaper Mass market newspaper Direct Mail Outdoor (billboards) Radio Television Internet Other _

Additional Comments:

Thank you very much for your cooperation I If you are mailing it in, please Page 3 send to: Laramie Main Street Program

P.O Box 1250, Laramie, WY 82073-1250

••••••••••••• 78••

Building & Business Sm·vey - l)age 4

Date of SuNOy: _�

Conducted by: _�

Building Components (Circle One)

Foundation:

Condition:

Block

Excellent

Poured Concrete

Good

Stone

Fair

Oll,er

Poor

Exterior Walls:

Condition:

Stone

Excellent

Bnck

Good

Wood

Fair

Melal

Poor

Roof Cover:

Condition:

Tar & Gravel

Excellenl

Asphall Shingle

Good

Rolled Roofing

Fair

Siale

Poor

Other

Interior Walls:

Ccnditlol1:

Plaster

Ej{ceilsnt

Sheetrock

Good

Wood

Fair

Block

Poor

Other

Floor Cover:

Condition:

Tile

Excellent

TeffillZo

Painted Concrele

Good

Linoleum

Fair

Wood

Carpet

Poor

Other

Heating System:

Condition:

Gravity Furnace

Heat Pump

Excellent

Stearn

Good

Other

Forced Air

Fair

Baseboard

Poor

Fuel: Eleclricity FuetOil Natural Gas Other

Air Conditioning:

Condition:

Ves

Excellenl

No

Good Fair Poor

Plumbing:

Condition:

II of restrooms

Excellent Good

# of extra sinks

Fair Poor

Other

Sprinkling System:

Condition:

Ves

Excellent

No

Good Fair Poor

Electrical System:

Condition:

Ughls & Oullats Only

Fuses

Excellent Good

Upgraded

Circuit Breaker

Fair

Spec1al Purpose

Amp Service

Poor

Oiller

Other (explain any "other" notations above) _...._-­

Property Is currently: Owner-occupied Tenanl-occupied Vacant

••••••••••••••••••••••••••••••••••••••••••••�

Page 4

79�

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•••••••• Jnterccl)t Sm'vey For... - lutge I

Interviewer _� Location� Timc of day _�

The Laramie Main Street Program is conducting a survey of consumers' (That's You!) buying preferences for Historic Downtown Laramie. Would yon be willing to take a short survey? Your answers are very important.

Some of the questions ask about "shopping" - for this survey "shopping" includes goods, mcrchandisc, sel'vices, dining and entertainment.

1.� Other than \Vork or you live there, on average, how many times a weel<; do you shop in I-Jjstoric Downtown Laramie? __ I, _2-5, _6-10, 11+, never

a.� On average, how many timcs a month do you shop in Historic Downtown Laramic? _I, _2-5, _6-10, _11+, _never

2.� Arc your shopping trips to Historic Downtown Laramie usually ... _singlc purpose (one <.Iestination stop), _multiple purpose, If multiple, how many stops _

3.� When you shop in Historic Downtown Laramie, do you usually ... _drive, _walk, _bicycle, _other _

••••••••••••••••••• 4. What do you shop for in Historic Downtown Laramie? (check all response~)

1__ accounting/financial 16__ food/grocery items 3J musical instruments 2__ automotive parts/tires 17 furniture 32__ newspapers/magazines 3__banking J8__ gift items 33__ office equipment 4__ beauty/hair care 19__ hardware/tools 34__ office supplies 5__ beer/wine/liquor 20__ health care items 35__ personal care items 6 books 21__ hobby supplies 36__ professional serviccs 7__ building materials/paint 22__ homc furnishings 37__ pet supplies 8__ clothing 23 insurance 38 rcal cstate 9__ clothing accessories 24__ jewelry 39__ restaurant/bar

10__ computers/software 25__ largc appliances 40 shocs II dental sClvices 26__ legal services 41__ small appliances J2__ electronics 27__ lawn/garden supplies 42__ sporting goods 13 entertainment 28__ luggage 43 vchicles 14__ eye/optical services 29__ medical services 44__communityevents 15 flowers 30__ music 45 other _

5.� What merchandise, businesses or services are not available in Historic Downtown Laramie that you would like to have available, or believe Historic Dowutown Laramie should have?

•••••••••••••••• 80

Inte.o<---ept Survey 17'orm - page 2

a.� Where do you go or shop for these items outside of Historic Downtown Laramie? ____ .. _Big-box stores (ie WalMart, K-Mart, Home Depot), ______Supermarkets,

Tnternet, ____Mail-order catalogues,

______Other Wyoming cities. Where? ______Other cities not in Wyoming. Where? _

Other

6.� What time of day do you usually shop in Historic Downtown Laramie? Ram-noon, _noon-5pm, _after 5pm

a.� When would you prefer to shop? 8am-noon, _noon-5pl11, _after 5pm

7.� What days do you usually shop in Historic Downtown Laramie? Mon, _Tues, Wed, _Thurs, _Fri, _Sat, Sun

a.� What days would you prefer to shop? _Mon, _Tues, _Wed, _Thurs, __Fri, Sat, Sun

•••••••••••••••••••••• 8. Please rank your perceptions of Historic Downtown Laramie as a place to shop. I = excellent, 2 = good, 3 = fair, 4 =poor, 5 = unacceptable __Parking availability __Crime/Safety

Cleanliness __Quality of businesses Traffic Cost of merchandise and/or services

__Hours open for shopping Selection of merchandise and/or services Promotions __Service provided by businesses

9.� What media do you use for shopping information? (check all re~pon~e~)

__newspaper, _direct mail promotions, _._eatalogues, _radio, __TV, _magazines, _in-store flyers/promotions, _referrals, olher _

lO. What is your age? 18-25, _26-35, _36-45, _46-55, _55-65, 66-75, 75+

I I. What is your gender? Female Male

12. What is your approximate household income? $ _

13.� Where do you live? __Historic Downtown Laramie _Eastside Laramie (not Historic Downtown) _Westside Laramie (not Historic Downtown) _On Campus _North of the University _South of the University _Albany County _Other Town/City _

14. Any other comments about shopping in Historic Downtown Laramie?

THANK YOU FOR YOUR TIME, INTEREST AND HELP!!�

••••••••••••••••••••• 81