Consumer survey results

CLUE Group has taken a first look at the consumer surveys conducted for the Ravinia Market Study. There were actually two surveys -- a shopper survey conducted on the sidewalks of the Ravinia Business District, and a second mailed to a randomly selected sample of Highland Park households. We collected 185 on-street shopper surveys and another 239 resident surveys from Highland Park households. Some preliminary survey results follow. (Note, the data are still being analyzed, so these charts may be revised. Based on survey sample sizes, the margins of error are less than 7%.)

You can click on a chart to enlarge it.

Chart 1 - Perceptions and Experiences: When asked about perceptions and experiences, respondents gave high marks to pedestrian access, parking, customer service, and cleanliness. The current mix of businesses scored lowest. In this chart, 5 = "strongly agree" and 1 = "strongly disagree."

Chart 2 - Competing shopping areas: When Highland Park residents were asked how often they visit several competing commercial areas, they reported downtown as their most frequent stop. Ravinia is still a strong competitor at an average of 6.9 trips per month.

Chart 3 - Where do Ravinia shoppers live?: Most shoppers interviewed on the streets in the Ravinia Business District live in Highland Park. Only 8% reported living outside Highland Park, and most of those live within about 10 miles.

Chart 4 - Like best?: Asked what they like best about the Ravinia Business District, Highland Park residents frequently mentioned its convenience and its walkable scale and small-town atmosphere. They often specifically mentioned the Walgreen's, the park, and the farmers' market.

Chart 5 - New businesses desired?: Asked what kinds of new businesses they would like to see, residents most often mentioned restaurants, along with several other food-related business types such as ice cream shop and grocery store. Retail stores were mentioned less frequently.

We are currently working on an analysis of demographics and consumer spending to determine the economic viability of several kinds of potential commercial and residential uses in the district.

Intercept surveys

A consumer intercept survey is currently underway in the Ravinia Business District and will continue through June 27. More than a dozen neighbors and community members have volunteered to distribute the intercept survey. So, if you see a familiar face standing on the sidewalk with a clipboard, you'll know what they are up to. The surveyors are gathering a random sample of shoppers and commuters by surveying at various times of day and days of the week. The data collected will identify why current customers come to the district, where they live and work, and where they go for other kinds of goods, services, dining and entertainment.

Some blog readers have asked about funding for the Ravinia Market Study. It is funded by a "Tax Increment Finance" district (not City general funds) that applies only to the commercial properties in Ravinia. Ravinia was designated a TIF district in 2005. TIF is a tool for funding revitalization that has been around for about 50 years and is used in 49 states.