DOWNTOWN PORTLAND MARKET STUDYMichigan State University: Urban and Regional Planning, Spring 2011

Austin Colson, Brian KeeseyJosh Kluzak, Maria Kornakova, Ann Sojka, David Wood

Agenda

1. Project Scope2. Overview of Portland, MI3. Trade Area Profile4. Demographic Snapshot5. ESRI’s Consumer Lifestyle Characteristics6. ESRI Retail MarketPlace Data7. Public Participation8. Business Climate Survey9. Recommendations

Project Scope

Goal: provide the City of Portland with a comprehensive market study of the downtown area

Study Objectives Project Methods Clients

Patrick Reagan - Director of the City of Portland Downtown Development Authority/ Portland Main Street

Diane Smith - Ionia County Economic Alliance (ICEA), and MSU extension

Portland, Michigan

Portland’s Geography

State of Michigan City of Portland Downtown Portland

History of Portland

Downtown Analysis

2236%

1017%

1016%

1626%

35%

Portland BusinessesProfessional/Office Food/BeverageService RetailVacant

Downtown Analysis

Trade Area Profile

Trade Areas

Primary Trade Area

Secondary Trade Area

Demographic Snapshot

Trade Area Population

Trade Area Median Age

Trade Area Income

Trade Area Household Size

Consumer Lifestyle Characteristics

ESRI Tapestry Segments

Portland’s Tapestry Segments

22.7%

17.8%

11.0%7.1%

41.4%

Secondary Trade Area Tapestry Segments

L02-17 Green Acres L11-25 Salt of the EarthL10-32 Rustbelt Traditions L12-26 Midland CrowdOther

32.3%

29.8%

24.9%

13.0%

Primary Trade Area Tapestry Segments

L02-17 Green AcresL02-18 Cozy and ComfortableL10-32 Rustbelt TraditionsL12-26 Midland Crowd

Tapestry Segment Conclusion

Fairly conservative Fiscally responsible Appreciate do-it-yourself

projects Own at least one car Enjoy:

watching television playing sports eating out outdoor activities

ESRI Retail MarketPlace Data

Consumer Spending

Portland demands the following industries: Entertainment/Recreation Food Away from Home TV/Video/Audio Travel Vehicle Maintenance

Retail MarketPlace

What “fits” in downtown Portland? Small vacant lots Traditional downtown Competition

Primary Trade Area Gap Analysis

$0 $500 $1,000 $1,500

Retail Gap (in thousands of dollars)

Primary Trade Area Industries with a Leakage Factor Over 55

Shoe Stores

Special Food Services

Jewelry, Luggage andLeather Goods StoresVending Machine Operators

Office Supplies, Stationery,and Gift StoresClothing Stores

Specialty Food Stores

Electronics & ApplianceStoresFurniture and HomeFurnishings Stores

Secondary Trade Area Gap Analysis

$0 $2,000 $4,000 $6,000 $8,000

Retail Gap (in thousands of dollars)

Secondary Trade Area Industries with a Leakage Factor Over 55

Shoe Stores

Jewelry, Luggage, andLeather Goods Stores

Book, Periodical, and MusicStores

Electronic Shopping andMail-Order Houses

Direct SellingEstablishments

Clothing Stores

Electronics & ApplianceStores

Public Participation

Focus Group

Focus Group Findings

Good geographical location between Lansing and Grand Rapids

River Trail Safety Variety of businesses

Businesses close early Not enough entertainment

options “Bedroom Community” Better usage of riverfront

and boardwalk

Strengths Weaknesses

Focus Group Findings

Opera House Successful business

incubation Food specialty stores Attract a younger crowd

Loss of population, especially younger population

Sprawl Community hesitation to

change

Opportunities Threats

Business Climate Survey

Business Survey

Written Survey Results Questionnaire

consisted of five multiple choice and seven free-response questions

29 of the 61 businesses in Downtown Portland participated

Portland’s Business Climate

Business Survey Q6: In the next year or two, do you plan to change or modify your business in any of the

following ways?

33%

7%

27%

7%

18%

4%

2%

2%Expand your business

Expand hours of operation

Increase marketing

Increase number ofemployeesRelocate your businessoutside of downtownSell your business

Close your business

Other

Portland’s Business Climate

45%

8%4%

11%

32%

Business Survey Q10: What types of other businesses would you like to

see in downtown Portland?

Retail ServiceProfessional/Office Financial/BankingFood/Beverage

39%

15%

14%

32%

Business Survey Q11: What business types does Portland have

enough of already?

Service Professional/OfficeFinancial/Banking Food/Beverage

Recommendations

Expanding the Client Base

Specialty Food Stores

Spreading the Word

Thank you!

Questions?