Community Workshop September 20 th , 2016 AGENDA 1 Introduction - - PowerPoint PPT Presentation

Community Workshop

September 20th, 2016

AGENDA

• Introduction & Background
• Overview & Discussion of

Findings

• Overview of Online Survey
• Live-Audience Polling &

Discussion

• Next Steps

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Orillia Downtown Retail Mix - September 2016 2

WHY ARE WE DOING THIS?

• …to better understand the existing composition of the

downtown area

• …to identify existing gaps and opportunities for business

attraction

• …to improve the retail mix (i.e. diversity of store types) in

Downtown Orillia

= BETTER DOWNTOWN SHOPPING EXPERIENCE!

1 2 3

Orillia Downtown Retail Mix - September 2016 3

PROJECT OVERVIEW

• Input from local residents, business owners and City staff has

been central to the Downtown Orillia Retail Mix Analysis

• Downtown Orillia Retail Mix Analysis has involved the

following key components:

• Stakeholder Interviews
• Downtown Commercial Inventory
• Public Survey (Aug. 8, 2016 – Sept. 2, 2016)
• Business Survey (Aug. 8, 2016 – Sept. 9, 2016)
• Community Workshop (tonight’s meeting)

Orillia Downtown Retail Mix - September 2016 4

THE STUDY AREA

The Study Area is comprised of:

• Business Improvement Area (BIA)
• Primary Focus Area
• Project Area

Google Orillia Downtown Retail Mix - September 2016 5

COMMERCIAL SPACE DIS ISTRIBUTION

Orillia Downtown Retail Mix - September 2016

Zone Commercial Space* (square feet) Distribution of Commercial Space Downtown Business Improvement Area 617,000 sf 49.4% Downtown Primary Focus Area 219,000 sf 17.7% Downtown Project Area 413,000 sf 33.1% Downtown Study Area Total 1,249,000 sf 100%

*included all market-based occupied and vacant space

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HOW BIG IG IS IS THE PROJECT STUDY AREA?

• TOTAL STUDY AREA GFA–

1,250,000 ft2

• No. of Establishments - 475+
• COMBINED AREA GLA –

935,000 ft2

• No. of Establishments - 83

VS.

Orillia Square + RioCan West Ridge + SmartCentre Orillia

• More Businesses
• More Space

Orillia Downtown Retail Mix - September 2016 7

ORILLIA PROJECT AREA IN INVENTORY

• The Orillia Project Area has been compared to several other

popular waterfront oriented downtown areas, including:

1.25 Million Square Feet 1.49 Million Square Feet 1.48 Million Square Feet 0.95 Million Square Feet 0.57 Million Square Feet 0.20 Million Square Feet

Orillia Downtown Retail Mix - September 2016 8

TOTAL ORILLIA PROJECT AREA

ORILLIA PROJECT AREA IN INVENTORY

• Categories where Orillia Project Area is appropriately

served in terms of its retail mix (share of total space). COMMERCIAL CATEGORY

TARGET SHARE PROJECT AREA ACTUAL

Supermarket & Grocery 3 to 5% 3.7% Pharmacy & Personal Care Stores 3 to 5% 3.1% Building & Outdoor Supply Stores 1 to 5% 2.7% Finance, Insurance, Real Estate Services 5 to 15% 7.5% Health Care & Social Services 5 to 20% 10.5% Repair & Maintenance Services 0 to 2% 1.2% On/Above Target

Orillia Downtown Retail Mix - September 2016 9

ORILLIA PROJECT AREA IN INVENTORY

• Categories where the Orillia Project Area is not served in

terms of its retail mix (share of total space). COMMERCIAL CATEGORY

TARGET SHARE PROJECT AREA ACTUAL

Food & Beverage (Rest.) 10 to 15% 5.5% Personal Care Services 5 to 10% 2.9% Specialty Food & Convenience 3 to 8% 1.6% Apparel & Accessories 5 to 7% 3.4% Furniture & Home Electronics 4 to 9% 0.8% Sporting Goods, Hobbies, Books & Music 4 to 6% 2.0% Culture, Entertainment, Recreation 5 to 8% 3.2% Off Target

Orillia Downtown Retail Mix - September 2016 10

VACANT COMMERCIAL SPACE

• Commercial vacancy is a common baseline indicator for

measuring local economic health.

• Managing (or at least monitoring) vacancy is a common

practice for most downtown merchant organizations.

• In Ontario, most municipalities maintain commercial

planning policies designed to protect and preserve the integrity of established commercial nodes.

• These policies seek to ensure that residents are well-

served by a range of conveniently located shops and services.

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Balancing Vacancy

TOO MUCH (>9%)

• Poor Image
• Lower Business

attraction

• Weakened

business and consumer confidence Flight to other locations Managing commercial vacancy is a careful balancing act TOO LITTLE (<4%)

• Lower business

attraction

• Stagnation
• Inability to find “the

right type” of space

• Higher rent

Flight to other locations

5% 8%

to

Orillia Downtown Retail Mix - September 2016 12

TOTAL PROJECT AREA VACANCY RATE: 18.4 .4%

18.4% 17.2% 8.2% 9.1% 7.5% 0% 20% 11.2%

Zone Vacancy* Downtown Orillia Business Improvement Area 12.9% Primary Focus Area 11.2% Project Area 30.3% TOTAL DOWNTOWN PROJECT AREA VACANCY 18.4%

*includes all leasable at, above and below ground space.

Healthy Commercial Vacancy (5 - 8 %)

Orillia Downtown Retail Mix - September 2016 13

TOTAL ORILLIA PROJECT AREA

LIS ISTENING TO WHAT ORILLIA RESIDENTS HAVE TO SAY ABOUT THEIR DOWNTOWN

Orillia Downtown Retail Mix - September 2016 14

LIS ISTENING TO ORILLIA RESIDENTS

TELL US WHAT YOU THINK…

COMPLETED SURVEY RESPONSES

facebook

COMMENTS

Orillia Downtown Retail Mix - September 2016 15

LIS ISTENING TO ORILLIA BUSINESSES

TELL US WHAT YOU THINK…

SURVEY RESPONSES

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QUANTIFIED ENGAGEMENT: Live Audience Polling

• 1. INTERACTIVE

(e.g. participation from everyone)

• 2. TRANSPARENT

(e.g. result are openly shared)

• 3. INSTANTANEOUS

(e.g. real time results )

• 4. EMPOWERING

(e.g. no voice left behind)

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Community Workshop with Live Audience Polling Orillia Public Library September 20, 2016 (6:30 PM) – 45 Attendees

No elephants in the room.

 When you see this: you will be asked to vote  To answer, press the corresponding button : to vote “Yes”, press “1” on the clicker  For questions that require multiple responses (i.e. rank top 3) enter in order of preference  The system only records your last entries

 If a mistake is made, simply re-enter you answer(s) again

QUANTIFIED ENGAGEMENT: Audience Instructions

Do you think … ?

• A. Yes
• B. No
• 1. Yes
• 2. No

Orillia Downtown Retail Mix - September 2016 18

Did you complete the online survey?

• 1. Yes
• 2. No

1. 2.

6 39

Orillia Downtown Retail Mix - September 2016

n=45

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HOW RESIDENTS CONNECTED

• 69% learned

about Public Survey through Social Media

• Strong

response from all age groups

0% 1% 1% 1% 2% 3% 3% 4% 7% 10% 69% 0% 10% 20% 30% 40% 50% 60% 70% 80% Chamber of Commerce CDC DMB In-store advertisement Promotional pamphlet City of Orillia website Word-of-mouth Newspaper advertisement Other Email communication Social Media

• Other examples: radio

n=770

Orillia Downtown Retail Mix - September 2016 20

CONNECTION TO ORILLIA

• 23% are residents
• f Downtown

Orillia

• 17% either work,
• r own a business

in Downtown Orillia

1% 2% 24% 73% 0% 10% 20% 30% 40% 50% 60% 70% 80% Visitor to Orillia Seasonal resident of Orillia or the surrounding area Permanent resident of the surrounding area Permanent resident of Orillia

n=770

Orillia Downtown Retail Mix - September 2016 21

What is your primary connection to Downtown Orillia?

1. Resident 2. Employee 3. Business owner 4. Shop/Dine 5. Own Property 6. Seasonal Resident in Area 7. Other

1. 2. 3. 4. 5. 6. 7.

36% 9% 16% 11% 0% 7% 22%

Orillia Downtown Retail Mix - September 2016

n=45

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RESIDENTS DESCRIBE DOWNTOWN ORILLIA AS…

n=770

Orillia Downtown Retail Mix - September 2016 23

FAVOURITE ASPECTS OF DOWNTOWN

7% 18% 20% 20% 28% 32% 34% 34% 44% 47% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Other Diversity/variety of store types Customer service Lively, vibrant atmosphere Lakefront location Public art History, charm, architecture and aesthetics Authenticity Restaurants Special events and festivals

• Other examples:

convenient location

n=770

Orillia Downtown Retail Mix - September 2016 24

What is your favourite aspect of the shopping experience in Downtown Orillia?

• 1. History, charm, architecture and

aesthetics

• 2. Diversity/variety of store types
• 3. Authenticity/Supporting ‘Local’
• 4. Customer service
• 5. Lakefront location
• 6. Special events and festivals
• 7. Public art
• 8. Restaurants
• 9. Lively, vibrant atmosphere

1. 2. 3. 4. 5. 6. 7. 8. 9.

11% 13% 18% 7% 0% 11% 7% 22% 11%

Orillia Downtown Retail Mix - September 2016 25

n=45

3% 3% 22% 27% 45% 0% 20% 40% 60% IMPROVED SIGNIFICANTLY compared to the rest of the City BECOME MUCH WORSE compared to the rest of the City BECOME WORSE compared to the rest of the City IMPROVED compared to the rest of the City STAYED THE SAME compared to the rest of the City

ECONOMIC CHANGE DURING PAST 5 YEARS

• No consensus about

economic progress downtown during the past 5 years

• Stagnant – most

indicated that the downtown has stayed the same

n=770

Orillia Downtown Retail Mix - September 2016 26

In your opinion, how has the overall visitor experience in Downtown Orillia changed over the past 5 years?

• 1. Declined Significantly
• 2. Declined
• 3. No Major Change
• 4. Improved
• 5. Improved Significantly

1. 2. 3. 4. 5.

7% 27% 2% 31% 33%

Orillia Downtown Retail Mix - September 2016

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7% 8% 18% 19% 25% 33% 41% 70% 75% 0% 20% 40% 60% 80% Business Meeting Live downtown Work Other Personal Appointment Getting from A to B Just browsing Dining & Drinks Shopping

REASONS FOR VISITING DOWNTOWN

• Shopping is the #1

reason why people are drawn to the downtown

• However, 63% indicated

that <20% of their household expenditures are currently made in Downtown Orillia

• Visitation impacted by

seasonality

• Summer (peak)
• Other examples: festivals

and events; banks; library

n=770

Orillia Downtown Retail Mix - September 2016 28

What is the likelihood that you would spend more in Downtown Orillia if the downtown shopping experience was enhanced?

• 1. Extremely Unlikely
• 2. Unlikely
• 3. Neutral/Don’t Know
• 4. Likely
• 5. Extremely Likely

1. 2. 3. 4. 5.

7% 2% 43% 39% 9%

Orillia Downtown Retail Mix - September 2016

n=45

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How would you rate Downtown Orillia as a shopping destination?

• 1. Excellent
• 2. Good
• 3. Satisfactory
• 4. Needs Improvement

1. 2. 3. 4.

2% 67% 27% 4%

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n=45

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How would you rate Downtown Orillia as a dining destination?

• 1. Excellent
• 2. Good
• 3. Satisfactory
• 4. Needs Improvement

1. 2. 3. 4.

13% 26% 28% 34%

Orillia Downtown Retail Mix - September 2016 31

n=45

How would you rate Downtown Orillia as a destination to relax and connect with friends, family, community?

• 1. Excellent
• 2. Good
• 3. Satisfactory
• 4. Needs Improvement

Orillia Downtown Retail Mix - September 2016 32

n=45

KEY AREAS FOR IM IMPROVEMENT

• 47% indicated that the selection of goods and services needs

improvement

• 39% indicated that the quality of entertainment facilities

needs improvement

• More things for children/youth/families
• Other aspects of the downtown that

are in need of improvement include:

• Sales and promotions
• Appeal as a place to explore
• Safety and security Orillia Downtown Retail Mix - September 2016

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What type of stores and services would you like to see introduced into Downtown Orillia?

(SELECT TOP 2)

1. Independent Retailers 2. Chain Retailers 3. Full-Service Restaurants 4. Limited-Service Restaurants (e.g. fast food) 5. Entertainment Venues (e.g. bars, clubs, galleries) 6. Other Commercial Services 7. Other

1. 2. 3. 4. 5. 6. 7.

9% 11% 29% 11% 9% 27% 4%

Downtown Orillia needs more…

Orillia Downtown Retail Mix - September 2016

n=45

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In your opinion, what improvements would you like to see related to store hours in Downtown Orillia?

• 1. Promoting consistent store hours

throughout the downtown area

• 2. Extending store hours on weekdays
• 3. Extending store hours on

weekends/holidays

• 4. Maintaining consistent hours with

shopping malls and big box centres

• 5. Maintain status quo
• 6. Other

1. 2. 3. 4. 5. 6.

37% 21% 5% 5% 9% 23%

Orillia Downtown Retail Mix - September 2016

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CURRENT MAJOR DRAWBACKS OF DOWNTOWN

3% 6% 9% 10% 10% 10% 13% 13% 13% 14% 21% 22% 26% 38% 39% 39%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Customer service Other Cleanliness and maintenance of street and sidewalks Quality of retailers Small downtown population base Coordination between City and downtown businesses Public and civic Spaces Seasonality Safety and security concerns Lack of long-term cohesive vision Lack of destination retail stores Resistance to change/negativity Absentee landlords/poor building quality Inconsistent/inconvenient store hours Parking Selection of retailers

• Parking: top concern was price
• Other examples: vacant

buildings; maintenance; usage

• f waterfront

n=770

Orillia Downtown Retail Mix - September 2016 36

Looking ahead 5 years from now, what are the top 2 threats to Downtown Orillia’s stability?

• 1. Competition from malls and big box

stores

• 2. Co-ordination of business hours
• 3. Seasonality
• 4. High business turnover
• 5. Safety and security concerns
• 6. Lack of an anchor or flagship draw
• 7. Competition from other downtowns

(e.g. Barrie, Collingwood)

• 8. Other

1. 2. 3. 4. 5. 6. 7. 8.

30% 12% 1% 6% 15% 15% 10% 11%

Orillia Downtown Retail Mix - September 2016

Downtown Orillia merchants should try to address…

n=45

37

EXISTING GAPS

• Over 70% of survey respondents indicated that there are existing

“service gaps” in the following business categories within Downtown Orillia:

• Convenience & Specialty Food Stores

(e.g. butcher/deli, fresh fruits and vegetables market)

• Furniture, Home Furnishing and Electronics Stores

(e.g. home furnishings store; cellular phone store)

• General Merchandise Stores

(e.g. General Store, small department store)

Orillia Downtown Retail Mix - September 2016 38

EXISTING GAPS

• Other types of retail stores and services that residents would support

downtown include:

• Restaurants

(e.g. waterfront, coffee, ethnic/cultural)

• Clothing Stores

(e.g. more “affordable” clothing choices for men, women, youth)

• Observation: There was a general lack of awareness/confusion about what is already

available downtown.

Orillia Downtown Retail Mix - September 2016 39

9% 10% 10% 10% 12% 15% 19% 22% 24% 31% 40% 44% 54%

0% 10% 20% 30% 40% 50% 60% Improving building maintenance Increasing the downtown population base Other Adding a new public gathering space Establishing a more focused shopping destination/niche Adding a new downtown anchor Creating a pedestrian-friendly environment and… Offering more to appeal to younger generations Adding new restaurants Increasing entertainment venues and evening activities Improving store hours Adding new retail stores Reducing the number of vacant storefronts

TOP SUGGESTED IM IMPROVEMENTS

• Other examples: parking

n=770

Orillia Downtown Retail Mix - September 2016 40

In your opinion, what are the TOP 2 improvements Downtown Orillia could make?

1. Adding a new downtown anchor 2. Enhancing pedestrian access 3. Offering more things geared to youth 4. Adding new restaurants 5. Increasing the range of evening activities 6. Improving store hours 7. Adding more retail stores 8. Reducing the number of vacant storefronts 9. Other

1. 2. 3. 4. 5. 6. 7. 8. 9.

15% 6% 2% 6% 7% 20% 13% 18% 12% Orillia Downtown Retail Mix - September 2016

Downtown Orillia would be improved by …

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In your opinion, what is biggest challenge when it comes to vacant storefronts in Downtown Orillia?

• 1. Building conditions (cost of repair)
• 2. Absent Landlords (indifference)
• 3. Size of Commercial Units (leasing)
• 4. Market (retail dominated by chains)
• 5. Choice (people would rather go to mall)
• 6. Entrepreneurship (no risk-takers)
• 7. Seasonality (difficult to pay rent)
• 8. Other

1. 2. 3. 4. 5. 6. 7. 8.

25% 27% 2% 11% 7% 9% 9% 9%

Orillia Downtown Retail Mix - September 2016

Store vacancy is largely attributed to …

n=45

42

In your opinion, what is the greatest challenge to attract new retail stores and services to choose a location in Downtown Orillia?

• 1. Parking
• 2. Safety and security
• 3. Size of customer base
• 4. Seasonality
• 5. Cleanliness of street/sidewalks
• 6. Quality stores/merchandise
• 7. Price good/services
• 8. A new anchor store
• 9. Other

1. 2. 3. 4. 5. 6. 7. 8. 9.

22% 4% 31% 8% 2% 14% 6% 10% 4%

Orillia Downtown Retail Mix - September 2016

More business would come if we focused on…

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OTHER SUGGESTED IM IMPROVEMENTS

• Examples of other suggested improvements that would enhance

Downtown Orillia as a vibrant destination include:

• “More promotions and incentives for shopping downtown”
• “New public spaces”
• “Direct access to waterfront”
• “Free parking”
• “Make things affordable!!!”
• “Eliminate traffic on Mississaga”

Orillia Downtown Retail Mix - September 2016 44

Building in the findings and key themes from the surveys and community workshops – the next steps include

• Creation of draft version the Downtown Orillia Retail Mix Strategy
• Refinements to draft report based on feedback from the City of Orillia

Economic Development department and the Downtown Management Board

• Final Downtown Orillia Retail Mix Strategy report and presentation to

Council – October 24th, 2016

• DTMB/Orillia EDO will begin work on a co-ordinated business attraction

campaign – Winter 2016/17

NEXT STEPS…

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Orillia Downtown Retail Mix - September 2016 46

Contact In Informatio ion

If you require a copy of this document in an accessible format, please contact: Mike Johnson urbanMetrics inc. 67 Yonge Street, Suite 804 Toronto, Ontario, M5E 1J8 p: 416.351.8585 (x221) mjohnson@urbanmetrics.ca

Laura Thompson Ec.D., CEcD Manager of Real Estate and Commercial Development 705-325-4900 lthompson@Orillia.ca Peter Thoma MCIP, RPP, PLE Lead Consultant 416-351-8585 pthoma@urbanMetrics.ca Lisa Thomson-Roop Downtown Orillia Management Board 705-325-3261 lisa@downtownorillia.ca

www.Orillia.ca/retailstudy

Orillia Downtown Retail Mix - September 2016 47