DOWNTOWN PORTLAND MARKET STUDY. Austin Colson, Brian Keesey Josh Kluzak, Maria Kornakova, Ann Sojka, David Wood

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1 DOWNTOWN PORTLAND MARKET STUDY Austin Colson, Brian Keesey Josh Kluzak, Maria Kornakova, Ann Sojka, David Wood Michigan State University: Urban and Regional Planning, Spring 2011

2 Agenda 1. Project Scope 2. Overview of Portland, MI 3. Trade Area Profile 4. Demographic Snapshot 5. ESRI s Consumer Lifestyle Characteristics 6. ESRI Retail MarketPlace Data 7. Public Participation 8. Business Climate Survey 9. Recommendations

3 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

4 Portland, Michigan

5 Portland s Geography State of Michigan City of Portland Downtown Portland

6 History of Portland

7 Downtown Analysis Portland Businesses Professional/Office Service Vacant 16 26% 3 5% Food/Beverage Retail 22 36% 10 16% 10 17%

8 Downtown Analysis

9 Trade Area Profile

10 Trade Areas

11 Primary Trade Area

12 Secondary Trade Area

13 Demographic Snapshot

14 Trade Area Population

15 Trade Area Median Age

16 Trade Area Income

17 Trade Area Household Size

18 Consumer Lifestyle Characteristics

19 ESRI Tapestry Segments

20 Portland s Tapestry Segments Primary Trade Area Tapestry Segments Secondary Trade Area Tapestry Segments 13.0% 32.3% 41.4% 22.7% 24.9% 17.8% 29.8% 7.1% 11.0% L02-17 Green Acres L02-18 Cozy and Comfortable L10-32 Rustbelt Traditions L12-26 Midland Crowd L02-17 Green Acres L11-25 Salt of the Earth L10-32 Rustbelt Traditions L12-26 Midland Crowd Other

21 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

22 ESRI Retail MarketPlace Data

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

24 Retail MarketPlace What fits in downtown Portland? Small vacant lots Traditional downtown Competition

25 Primary Trade Area Gap Analysis Primary Trade Area Industries with a Leakage Factor Over 55 Shoe Stores Special Food Services Jewelry, Luggage and Leather Goods Stores Vending Machine Operators Office Supplies, Stationery, and Gift Stores Clothing Stores Specialty Food Stores $0 $500 $1,000 $1,500 Retail Gap (in thousands of dollars) Electronics & Appliance Stores Furniture and Home Furnishings Stores

26 Secondary Trade Area Gap Analysis Secondary Trade Area Industries with a Leakage Factor Over 55 Shoe Stores Jewelry, Luggage, and Leather Goods Stores Book, Periodical, and Music Stores Electronic Shopping and Mail-Order Houses Direct Selling Establishments Clothing Stores $0 $2,000 $4,000 $6,000 $8,000 Retail Gap (in thousands of dollars) Electronics & Appliance Stores

27 Public Participation

28 Focus Group

29 Focus Group Findings Strengths Weaknesses 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

30 Focus Group Findings Opportunities Opera House Successful business incubation Food specialty stores Attract a younger crowd Threats Loss of population, especially younger population Sprawl Community hesitation to change

31 Business Climate Survey

32 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

33 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? 4% 2% 2% Expand your business Expand hours of operation 18% 7% 7% 33% Increase marketing Increase number of employees Relocate your business outside of downtown Sell your business Close your business 27% Other

34 Portland s Business Climate Business Survey Q10: What types of other businesses would you like to see in downtown Portland? Business Survey Q11: What business types does Portland have enough of already? 32% 32% 39% 45% 11% 14% 4% 8% 15% Retail Service Professional/Office Financial/Banking Service Professional/Office Food/Beverage Financial/Banking Food/Beverage

35 Recommendations

36 Expanding the Client Base

37 Specialty Food Stores

38 Spreading the Word

39 Thank you! Questions?

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