Community Workshop September 20 th , 2016
AGENDA • 1 Introduction & Background • Overview & Discussion of 2 Findings • Overview of Online Survey • Live-Audience Polling & Discussion 3 • Next Steps Orillia Downtown Retail Mix - September 2016 2
WHY ARE WE DOING THIS? • …to better understand the existing composition of the 1 downtown area 2 • …to identify existing gaps and opportunities for business attraction 3 • …to improve the retail mix (i.e. diversity of store types) in Downtown Orillia = BETTER DOWNTOWN SHOPPING EXPERIENCE! 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 Zone Commercial Distribution of Space* Commercial (square feet) Space Downtown 617,000 sf 49.4% Business Improvement Area Downtown 219,000 sf 17.7% Primary Focus Area Downtown 413,000 sf 33.1% Project Area Downtown 1,249,000 sf 100% Study Area Total *included all market-based occupied and vacant space Orillia Downtown Retail Mix - September 2016 6
HOW BIG IG IS IS THE PROJECT STUDY AREA? • More Businesses • More Space VS. Orillia Square + RioCan West Ridge + SmartCentre Orillia • • TOTAL STUDY AREA GFA – COMBINED AREA GLA – 1,250,000 ft 2 935,000 ft 2 • • No. of Establishments - 475+ No. of Establishments - 83 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: TOTAL ORILLIA PROJECT AREA 1.25 Million Square Feet 0.95 Million 0.57 Million 0.20 Million 1.48 Million 1.49 Million Square Feet Square Feet Square Feet Square Feet Square Feet Orillia Downtown Retail Mix - September 2016 8
ORILLIA PROJECT AREA IN INVENTORY • Categories where Orillia Project Area is appropriately served in terms of its retail mix (share of total space). TARGET PROJECT AREA COMMERCIAL CATEGORY SHARE ACTUAL Supermarket & Grocery 3 to 5% 3.7% On/Above Target 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% 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). TARGET PROJECT AREA COMMERCIAL CATEGORY SHARE 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% Off Target 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% 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. Orillia Downtown Retail Mix - September 2016 11
Balancing Vacancy Managing commercial vacancy is a careful balancing act TOO MUCH (>9%) TOO LITTLE (<4%) • to • 5% 8% Poor Image Lower business attraction • Lower Business • attraction Stagnation • • Weakened Inability to find “the business and right type” of space consumer • Higher rent confidence Flight to other Flight to other locations locations Orillia Downtown Retail Mix - September 2016 12
TOTAL PROJECT AREA VACANCY RATE: 18.4 .4% TOTAL ORILLIA PROJECT AREA 11.2% 17.2% 8.2% 7.5% 18.4% 9.1% 0% 20% Healthy Commercial Zone Vacancy* Vacancy (5 - 8 %) 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. Orillia Downtown Retail Mix - September 2016 13
LIS ISTENING TO WHAT ORILLIA RESIDENTS HAVE TO SAY ABOUT THEIR DOWNTOWN Orillia Downtown Retail Mix - September 2016 14
LIS ISTENING TO ORILLIA RESIDENTS COMPLETED SURVEY TELL US WHAT RESPONSES YOU THINK … facebook COMMENTS Orillia Downtown Retail Mix - September 2016 15
LIS ISTENING TO ORILLIA BUSINESSES TELL US WHAT SURVEY RESPONSES YOU THINK … Orillia Downtown Retail Mix - September 2016 16
QUANTIFIED ENGAGEMENT: Live Audience Polling No elephants in the room. 1. INTERACTIVE 1 (e.g. participation from everyone) 2. TRANSPARENT 2 (e.g. result are openly shared) 3. INSTANTANEOUS 3 (e.g. real time results ) 4. EMPOWERING 4 Community Workshop with Live Audience Polling Orillia Public Library (e.g. no voice left behind) September 20, 2016 (6:30 PM) – 45 Attendees Orillia Downtown Retail Mix - September 2016 17
QUANTIFIED ENGAGEMENT: Audience Instructions When you see this: you will be asked to vote To answer, press the corresponding button Do you think … ? 1. Yes : to vote “ Yes ”, press “ 1 ” on the clicker A. Yes 2. No B. No 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 Orillia Downtown Retail Mix - September 2016 18
Did you complete the online survey? 39 1. Yes 2. No 6 n=45 1. 2. Orillia Downtown Retail Mix - September 2016 19
HOW RESIDENTS CONNECTED Social Media 69% Email communication 10% • 69% learned Other 7% Newspaper advertisement about Public 4% Word-of-mouth 3% Survey through City of Orillia website 3% Social Media Promotional pamphlet 2% • Strong In-store advertisement 1% DMB 1% response from CDC 1% all age groups • Other examples : radio Chamber of Commerce 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% n=770 Orillia Downtown Retail Mix - September 2016 20
CONNECTION TO ORILLIA Permanent resident of Orillia 73% • 23% are residents Permanent resident of the of Downtown 24% surrounding area Orillia Seasonal resident of Orillia or the • 17% either work, 2% surrounding area or own a business in Downtown Visitor to Orillia 1% Orillia n=770 0% 10% 20% 30% 40% 50% 60% 70% 80% Orillia Downtown Retail Mix - September 2016 21
What is your primary connection to Downtown Orillia? 1. Resident 36% 2. Employee 3. Business owner 22% 4. Shop/Dine 16% 5. Own Property 11% 9% 6. Seasonal Resident in Area 7% 7. Other 0% n=45 1. 2. 3. 4. 5. 6. 7. Orillia Downtown Retail Mix - September 2016 22
RESIDENTS DESCRIBE DOWNTOWN ORILLIA AS… n=770 Orillia Downtown Retail Mix - September 2016 23
FAVOURITE ASPECTS OF DOWNTOWN Special events and festivals 47% Restaurants 44% Authenticity 34% History, charm, architecture and aesthetics 34% Public art 32% Lakefront location 28% Lively, vibrant atmosphere 20% Customer service 20% Diversity/variety of store types 18% • Other examples : Other convenient location 7% n=770 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 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 22% 2. Diversity/variety of store types 18% 3. Authenticity/Supporting ‘Local’ 4. Customer service 13% 5. Lakefront location 11% 11% 11% 6. Special events and festivals 7% 7% 7. Public art 8. Restaurants 9. Lively, vibrant atmosphere 0% n=45 1. 2. 3. 4. 5. 6. 7. 8. 9. Orillia Downtown Retail Mix - September 2016 25
ECONOMIC CHANGE DURING PAST 5 YEARS STAYED THE SAME compared to the 45% rest of the City • No consensus about IMPROVED compared to the rest of 27% economic progress the City downtown during BECOME WORSE compared to the the past 5 years 22% rest of the City • Stagnant – most BECOME MUCH WORSE compared 3% indicated that the to the rest of the City downtown has IMPROVED SIGNIFICANTLY stayed the same 3% compared to the rest of the City 0% 20% 40% 60% n=770 Orillia Downtown Retail Mix - September 2016 26
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