Pedestrian Traffic Study Pittsburgh Downtown Partnership October 2010

Transcription

1 Pedestrian Traffic Study Pittsburgh Downtown Partnership October 2010 Prepared by: STRATEGIC METRICS GROUP

2 PRESENTATION OVERVIEW Methodology and Sampling Pedestrian Traffic Data Survey Results Summary of Key Findings Work Force Profile 2

3 3

4 STUDY OVERVIEW 2010 SUMMARY 9/16 9/17 9/18 Thur Fri Sat 3 days at 9 Locations Mkt Square also counted 9/11, 9/ surveys 182,513 counted LOCATIONS 5 th Ave. (Wood & Market) Smithfield (Forbes & 5 th ) Penn near 9 th Penn near 6th Liberty near 10th Market Square (2) Blvd. of the Allies (Wood) Wood near Forbes 2010 WEATHER Thursday: Rain, 66 Friday Partly Cloudy, 64 Saturday Sunny, SUMMARY 9/25, 9/26, 9/27 (Th F Sat) 3 days at 6 Locations 401 surveys 95,130 counted LOCATIONS 5 th Ave. (Wood & Market) Smithfield (Forbes & 5 th ) Penn near 10th Liberty near 10th Market Square (PPG) Market Square (clock) 2008 WEATHER Th Sunny 68 Fri Cloudy 65 Sat Cloudy 62 (rain) 4

5 COUNTER S SPECIFIC REFERENCE POINT AT EACH LOCATION 8 Locations 9 Reference Points 1. 5 th Avenue between Wood and Market Market Sq. Apartments/PNC Bank 2. Smithfield between Forbes and 5 th Sbarro Restaurant 3. Penn near 9th Penn Garrison / May Stern Bldg. 4. Liberty near 10th Liang Hunan / August Wilson 5. Market Square (2) Center facing Dunkin D & Moe s 6. Penn near 6 th Six Penn / Parking Garage 7. Wood near Forbes Prime Gear / Bus Stop 8. Blvd. of the Allies (near Wood) Parking Authority / Point Pk Univ. In 2010 both sides of the street (sidewalk) were open at all locations. In 2008 Liberty near 10 th and 5 th near Market had only 1 sidewalk open due to construction. 2 counters were used in Market Square. 5

6 WHO WAS COUNTED AND SURVEYED Pedestrian Traffic Counts Pedestrians and wheelchairs Not Counted: Bicyclists, Skateboarders, Children too small to walk Pedestrians had to cross over the reference point where counter was stationed. Each pass of a pedestrian was counted. Someone crossing by a counter twice was counted twice. Both sides of street counted. Pedestrian Surveying Interviewers chose pedestrians at random walking within half a block of the location. Response Rate: 10% - This means 10 people had to be approached to gain 1 completed survey (9 of 10 said No ). Time to Complete: Average of 5 minutes Incentive: No incentive offered Most interviewing was conducted on the move, walking beside busy pedestrians. 6

7 PEDESTRIAN TRAFFIC COUNTS 7

8 18,000 TOTAL PEDESTRIAN TRAFFIC COUNT 3 Days at 9 Locations 16,000 14,000 Total 2010 count: 182,513 # of Pedestrians 12,000 10,000 8,000 6,000 4,000 2,000 0 Time of Day The 2010 total is much higher than the 2008 total of 95,000. However, the 2010 count includes 3 additional locations, a revitalized Market Square and 5 th Ave., and additional sidewalks at Liberty & 10th and 5 th Ave. (only 1 side of these streets were open to pedestrians in 08.). 8

9 PEDESTRIAN COUNTS: 2-YEAR COMPARISON 2010 vs. 2008: 3 Day Totals at Same Locations # of Pedestrians 60,000 50,000 40,000 30,000 20,000 10,000 47, % 22, total is 41% higher -9% 31,850 28,832 than 2008 total: 134,314 versus 95,130 26, % 14,315 Important to note the differences between these same locations vs. the 08 study 5 th Avenue: Construction / renovation is complete, both sides of the street were open (to pedestrians) and counted in th : Both sides of the street were open and counted in th : In 2008 this location was actually closer to 10 th. Market Square: Construction / renovation is complete, new pedestrian traffic pattern. + 9% 18,307 16,748 12, % 9,973 0 Mkt Sq (I & II) Smithfield 5th Ave. 10th 9th Except for Smithfield, all the comparable locations from the 08 study show increased pedestrian traffic. The two major renovation projects, Market Square and 5 th Avenue, are the key drivers of the increased traffic counts (+116% and +84%). 9

10 PEDESTRIAN COUNTS: 10-YEAR COMPARISON 18,000 Average Daily Counts from 2001 through ,000 12,000 14,710 13,915 11,761 11,937 Steady rise since 2001 Major construction In 06 and 08. Traffic has rebounded sharply in ,630 11,199 # of Pedestrians 9,000 6,000 3,000 7,723 6,672 6,986 7,154 6,484 6,123 Steady rise since ,084 4,047 4,095 3,070 0 Smithfield 5th Ave. th in 2010) '01 Weekday '06 Weekday '08 Weekday '10 Weekday Only weekday information was gathered in 2001; so for comparison purposes only weekday averages of comparable locations are shown. All 4 studies conducted under typical Fall weather conditions. 10

11 THURSDAY TRAFFIC COUNT Total of 9 Locations 7,000 Total THURSDAY count: 72,459 6,000 # of Pedestrians 5,000 4,000 3,000 2,000 1,000 0 Time of Day Morning traffic peaks from 8:00 8:30 AM. The mid-day peak is the busiest time of the entire day, and reaches its high mark at 12:00 12:30. The afternoon rush builds between 3:00 and 3:30 and peaks from 5:00 5:30 PM. Traffic volume drops sharply after 5:30 PM. 11

12 THURSDAY TRAFFIC BY LOCATION 9 Location Totals 14,000 12,000 10,000 10,781 10,618 10,206 10,091 9,612 Market Square, 5 th Avenue, and Smithfield account for 58% of traffic volume. # of Pedestrians 8,000 6,000 7,330 7,222 4,802 4,000 2,000 1,797 0 Mkt Sq Moe's Smithfield 5th Ave Mkt Sq DD Wood Blvd Allies 12

13 FRIDAY TRAFFIC COUNT Total of 9 Locations 8,000 7,000 Total FRIDAY count: 80,618 6,000 # of Pedestrians 5,000 4,000 3,000 2,000 1,000 0 Time of Day Morning traffic peaks from 8:00 8:30 AM. The mid-day peak is the busiest time of the entire day, and reaches its high point at 12:30 1:00. The afternoon traffic peaks from 4:30 5:00 PM, a half-hour earlier than Thursday. Volume drops less sharply (than THUR) in early evening. 13

14 FRIDAY TRAFFIC BY LOCATION 9 Location Totals 16,000 # of Pedestrians 14,000 12,000 10,000 8,000 6,000 13,256 12,193 11,780 10,317 10,021 8,116 Although there are some shifts in the exact order (highest volume, 2 nd highest, etc.) the top locations remain similar on both Thursday & Friday. 7,739 5,365 4,000 2,000 1,831 0 Smithfield 5th Ave Mkt Sq DD Wood Mkt Sq Moe's Blvd Allies 14

15 SATURDAY TRAFFIC COUNT Total of 9 Locations 2,500 Total SATURDAY count: 29,436 2,000 # of Pedestrians 1,500 1, Time of Day Saturday s traffic volume pattern differs significantly from the weekday pattern. There is no morning peak, and the late afternoon and evening are the busiest times of the entire day. Early evening reveals a building of volume towards 7:00 PM rather than a decline. 15

16 SATURDAY TRAFFIC BY LOCATION 9 Location Totals 6,000 5,400 4,800 4,200 4,958 4,211 4,062 3,935 Penn at 6 th is much busier (relative to the other locations) on Saturday; Market Square slows down (less relative traffic). # of Pedestrians 3,600 3,000 2,400 2,987 2,861 2,696 2,318 1,800 1,200 1, Smithfield Wood 5th Ave Mkt Sq DD Mkt Sq Moe's Blvd Allies 16

17 SATURDAY & SUNDAY TRAFFIC 3 Locations: Sat & Sun Comparisons 6,000 5,400 4,800 4,200 4,958 4,211 Pirates day game & Great Race for Kids 4,534 4,062 3,935 Sunday traffic at 5 th Avenue location is higher than Saturday s count; Market Square is sharply lower on Sunday. # of Pedestrians 3,600 3,000 2,400 2,987 2,861 2,696 2,318 1,800 1,200 1, , Smithfield Wood 5th Ave Mkt Sq DD Mkt Sq Moe's Blvd Allies 17

18 COUNTS BY LOCATION AND DAY 2,987 2,861 2,696 2,318 1,831 1,797 1,408 5,365 4,958 4,802 4,211 4,062 3,935 8,116 7,739 7,330 7,222 10,781 10,618 10,317 10,206 10,091 10,021 9,612 12,193 11,780 13,256 3 days at 9 locations 27 counts = 182, ,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18

19 Smith FRI 5th FRI MSq DD FRI MSq Mo TH Smith TH Wood FRI 5th TH MSq DD TH MSq Mo FRI Wood TH Lib10 FRI Penn6 FRI Lib10 TH Penn6 TH Penn9 FRI Smith SAT Penn9 TH Penn6 SAT Wood SAT 5th SAT MSq DD SAT Lib10 SAT Penn9 SAT MSq Mo SAT B Allies FRI B Allies TH B Allies SAT COUNTS BY LOCATION AND DAY 2,987 2,861 2,696 2,318 1,831 1,797 1,408 5,365 4,958 4,802 4,211 4,062 3,935 8,116 7,739 7,330 7,222 10,781 10,618 10,317 10,206 10,091 10,021 9,612 12,193 11, ,000 4,000 6,000 8,000 10,000 12,000 14,000 16, ,256 3 days at 9 locations 27 counts = 182,513 Weekday traffic continues to drive volume in Downtown. 5 th Avenue & Market Sq. are now high traffic areas in % OF THURS TRAFFIC MSq Moe's 14.9% Smithfield 14.7% 5th Avenue 14.1% MSq DD 13.9% Wood 13. Liberty 10th 10.1% Penn 6th 10.0% Penn 9th 6.6% Blvd Allies 2.5% TOTAL 100% % of Total: Thurs = 40% Fri = 44% Sat = 16% % OF FRI TRAFFIC Smithfield 10.1% 5th Avenue 16.4% MSq DD 15.1% Wood 14.6% MSQ Moe's 12.8% Liberty 10th 12.4% Penn 6th 9.6% Penn 9th 6.7% Blvd Allies 2. TOTAL 100% There are 260% more pedestrians DT on weekdays than on Saturdays. % OF SAT TRAFFIC Smithfield 16.8% Penn 6th 14. Wood 13.8% 5th Avenue 13.4% MSq DD 10.1% Liberty 10th 9.7% Penn 9th 9.2% MSq Moe's 7.9% Blvd Allies 4.8% TOTAL 100%

20 SURVEY FINDINGS 20

21 COMPLETED SURVEYS BY LOCATION AM and PM AM PM Total # of surveys = Completed Surveys Interviewers rotated through the 8 locations each morning and afternoon to collect a representative sample Mkt Square Penn at 6th 5th Ave Smithfield Penn at 9th Liberty at 10th Wood Blvd of Allies 21

22 DEMOGRAPHICS OF SURVEYED PEDESTRIANS 2010 with 2008 Comparison AGE GROUP INCOME % of Respondents 60% 40% 20% 0% 14% 18% 16% 25% 18% 7% 2% 18% 19% 27% % 12% 6% 1% < % of Respondents 60% 40% 20% 0% 31% 28% 17% 10% 14% 27% 2 14% 16% % <25K 25-49K 50-74K 75-99K 100K + GENDER RESIDENCE % of Respondents 100% 80% 60% 40% 20% 0% 50% 56% Male 50% 44% Female 2008 % of Respondents 100% 80% 60% 40% 20% 0% More DT residents than 2008 survey 8% 34% Most Other live In neighbor counties 4 15% DT City of Pgh AGH County Other Pedestrian demographic profile is very similar to profile in All age and income levels are well-represented (as is gender) in this study. 22

23 PURPOSE OF PEDESTRIAN VISIT 23

24 PRIMARY PURPOSE PEDESTRIANS ARE IN DOWNTOWN Work 57% (57% in 08) School 10% Shopping 7% Work reasons cited by 6 in 10 pedestrians (work + business visit = 61%). Entertainment/Dining Live in DT (resident) 7% 5% The reasons pedestrians are in Downtown are very similar to those cited in Business Visit 4% Other mentions include bus transfer, church, just visiting, and personal. Other 10% 0% 10% 20% 30% 40% 50% 60% 70% Q1. Which one of the following best describes your primary reason for being in Downtown today? 24

25 TYPE OF PEDESTRIAN BY LOCATION % of Respondents 100% 90% 80% 70% 60% 50% 40% 30% 20% 16% 81% Work Other School 9% 6% 5% 18% 18% 35% 27% 32% 41% 2 48% 31% 17% 64% 62% 59% 59% 51% 48% 47% 10% 0% Lib@10th Smithfield Wood Penn@9th 5th Ave Blvd Allies MSq Q1. Which one of the following best describes your primary reason for being in downtown today? 25

26 TRANSPORTATION & N. SHORE CONNECTOR 26

27 MEANS OF TRAVEL INTO DOWNTOWN Other 1% Van/Car Pool 4% Walk 14% Bike 2% Those traveling via car are more likely to be working, shopping, or on a business visit/trip. Car 26% Public Transit plays a major role w/ DT pedestrians. Very similar % as 2010 Employee Transportation Needs Study. Bus or T 5 Walkers and bikers are largely those attending school or living Downtown. Q2. How did you travel into Downtown today? 27

28 LIKELIHOOD TO USE NORTH SHORE CONNECTOR 60% 50% 40% 30% 44.4% Q13a Access Downtown Likely 39.5% 26.1% Once the North Shore Connector is completed, and if the T from the North Shore to Station Square becomes an 18-hour, free-fare zone with trains arriving every 5 minutes, how likely would you be to 20% 10 % 4.5% 11.6% 13.4% Q13A Park on either the North Shore or South Shore and take a free ride on the T into Downtown? 0% Very Unlikely Very Likely 39.5% are likely to use; doubling the % in the 2010 Employee Transportation Needs Study (18%). 60% Q13b Access N & S Shore 50% 40% 32.4% Likely 50.4% 40.2% Q13B. Use the T Connector from D town to reach restaurants located on the North and/or South Shores, for lunch, dinner, Happy Hour? 30% 20% 10 % 3.6% 13.6% 10.2% 50.4% are likely to use; doubling the % in the 2010 Employee Transportation Needs Study (26%). 0% Very Unlikely Very Likely 28

29 RETAILER & RESTAURANT AWARENESS 29

30 DOWNTOWN RETAILER AWARENESS Top-of-Mind Awareness Macy's 87% Burlington 37% Saks Fifth Avenue 29% CVS 18% Rite Aid Brooks Brothers S W Randall Toys & Gifts Jos A Banks Larrimor's Heinz Healy Office Depot Fifth Ave Place Foot Locker Honus Wagner Sports Radio Shack 7% 7% 7% 6% 5% Burlington and Saks trail far behind Macy s on top-of-mind awareness. About 20% pedestrians cite the higher quality men s clothiers. 2 drug stores make it into the top 5. Other mentions of less than are not shown on this chart. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q3. Now, let s talk about some of the retailers in Downtown. What are the first 3 retail stores, here in Downtown, that come to mind? In this case, please think of retailers that do NOT sell food and/or drink. 30

31 BREAKFAST/COFFEE SHOP AWARENESS Top-of-Mind Awareness Starbucks 35% Crazy Mocha Coffee 1 Dunkin Donuts 11% McDonald's Bruegger's 7% 10% Starbuck s is the clear leader with 3 times the awareness of its closest competitors (Crazy Mocha & Dunkin D). Au Bon Pain 7% Nicholas Coffee Co. Apollo Cafe 2% 7-11 store 2% Einstein Brothers 1% Other mentions of less than 1% are not shown on this chart. 0% 10% 20% 30% 40% Q4. And what is the first coffee/breakfast shop, here in Downtown, that comes to mind? 31

32 LOW-PRICED RESTAURANT AWARENESS Top-of-Mind Awareness McDonald's 34% Wendy's 1 Subw ay 10% Primanti Brothers 4% Moe's Southw est Grill Au Bon Pain Bruegger's Arby's George Aiken Quiznos Salonika Gyros Sbarro Dunkin Donuts 2% 2% 2% 1% 1% 1% 1% Large fast food chains capture majority of pedestrian s top-of-mind awareness. Other mentions of less than 1% are not shown on this chart. 0% 10% 20% 30% 40% Q5. What is the first lower-priced restaurant, here in Downtown, that comes to mind? 32

33 MID-PRICED RESTAURANT AWARENESS Top-of-Mind Awareness Primanti Brothers 9% Max & Erma's 5% Subw ay Moe's SW Grill Quiznos 5% 4% 4% Mandarin Gourmet Original Oyster House Six Penn Kitchen Smithfield Cafe Lemongrass Cafe Tic Toc Fernandos McCormick & Schmick's Tap Room 2% 2% 2% 2% Mid-priced restaurants elicit a wider variety of responses than lower-priced restaurants. Other mentions of less than 2% are not shown on this chart. 0% 6% 9% 12% Q6. What is the first mid-priced restaurant, here in Downtown, that comes to mind? 33

34 HIGH-PRICED RESTAURANT AWARENESS Top-of-Mind Awareness Ruth's Chris Capital Grille Morton's M ccormick & Schmick's Carlton Six Penn Kitchen Nine on Nine Sonoma Grille The Original Fish Market Elements Caffe Amante Bravo Franco Tambellini Ristorante Common Plea Fairmont LeM ont Max & Erma's Terrace Room 5% 4% 4% 2% 2% 2% 2% 2% 1% 1% 1% 6% 8% 8% 17% 16% The big steak and seafood chains dominate the high-priced restaurant category in downtown. Other mentions of less than 1% are not shown on this chart. 0% 4% 8% 12% 16% 20% Q7. What is the first higher-priced restaurant, here in Downtown, that comes to mind? 34

35 BAR/ HAPPY HOUR AWARENESS Top-of-Mind Awareness Olive or Twist 9% Primanti Brothers 7% Tonic Bar & Grill 5% Seviche 5% Bossa Nova 4% Elements 4% Courthouse Tavern Sammy's Tap Room Capital Grille 4% 4% The most popular bar/happy hour spots appear to be spread throughout downtown. Six Penn Kitchen Sonoma Grille Cafe Euro 2% M ccormick & S's 2% Oyster House 2% Tavern 2% Wm Penn Lobby 2% Other mentions of less than 2% are not shown on this chart. 0% 4% 8% 12% Q8. What is the first bar, club or Happy Hour destination, here in Downtown, that comes to mind? 35

36 ECONOMIC IMPACT of DOWNTOWN PEDESTRIANS 36

37 WEEKLY SPENDING WITH DOWNTOWN RETAILERS Comparison: 06, 08, % % 50% 56% 49% 2006 $ $ $32 40% Average Retail Spending is similar to 2008 average 30% 20% 10% 0% 29% 29% 22% 18% 20% 15% 12% 9% 8% 6% 6% 7% 6% 2% Do Not Spend $1 to $5 $6 to $20 $21 to $50 $51 to $100 More than $100 In 2010 more pedestrians are actually spending at DT retailers (less non-spenders ); however, the average weekly expenditure remains flat (just $1 higher than 2008 average). Q9a. In a typical week, how much do you spend with the following Downtown establishments retailers? 37

38 WEEKLY SPENDING WITH DOWNTOWN FOOD/BEV ESTABLISHMENTS Comparison: 06, 08, % 40% 30% 25% 32% % 32% 31% 26% 27% $31 $44 $21 Average Weekly Amount Spent 20% 10% 0% 16% 16% 1 10% 10% 7% 5% 5% 6% 1% Do Not Spend $1 to $5 $6 to $20 $21 to $50 $51 to $100 More than $100 More pedestrians are spending in DT on food & drinks (less non-spenders ). The per person weekly average expenditure is up sharply (+42%) or + $13. Q9b. In a typical week, how much do you spend with the following Downtown establishments food/beverage providers? 38

39 WEEKLY SPENDING WITH DOWNTOWN SERVICE PROVIDERS Comparison: 06, 08, % 80% 60% 82% 84% 75% $4 $4 $6 Average Weekly Amount Spent 40% 20% 0% 1 9% 10% 7% 5% 7% 1% 1% 1% 1% 1% 0% 0% 0% Do Not Spend $1 to $5 $6 to $20 $21 to $50 $51 to $100 More than $100 More pedestrians are spending in DT on services (less non-spenders ). The per person weekly average expenditure is up slightly + $2 versus Q9c. In a typical week, how much do you spend with the following Downtown establishments service providers? 39

40 WEEKLY SPENDING ON DOWNTOWN ENTERTAINMENT % 60% 55% Average Weekly Amount Spent 2010 $16 Entertainment spending is particularly correlated to HH income: 50% 40% 30% Under $25K $7 $25K - $49K $5 $50K - $74K $13 $75K - $100K $19 Over $100K $42 20% 17% 18% 10% 0% 4% 4% 2% Do Not Spend $1 to $5 $6 to $20 $21 to $50 $51 to $100 More than $100 Entertainment spending was not tracked in previous 2006 and 2008 studies. Q9d. In a typical week, how much do you spend with the following Downtown establishments service providers (theater, plays, live music)? 40

41 PEDESTRIAN SPENDING SUMMARY Total Average Weekly Expenditure = $98 (per pedestrian) Nail Galleria RETAIL FOOD / BEV SERVICES ENTERTAINMENT $32 $44 $6 $16 + $1 per person + $13 per person + $2 per person Versus 2008 Versus 2008 Versus 2008 Comparison of Similar Categories (Retail + Food/Bev + Services): 2010 Total Average Spent Per Week = $ Total Average Spent Per Week = $66 41

42 SPENDING BY GENDER Average Total Weekly Amount Spent $200 Total Average Spent Per Week = $98 Retail = $32 Food = $44 Services = $6 Entertainment = $16 $150 Total = $110 Total = $84 $100 $50 $18 $5 $52 $14 $7 $35 $0 $35 $28 Male Female Retail Food & Bev Services Entertainment Males report spending more on average per week; particularly in the food & beverage category. 42

43 SPENDING BY INCOME GROUP Average Total Weekly Amount Spent $200 $150 Total Average Spent Per Week = $98 Retail = $32 Food = $44 Services = $6 Entertainment = $16 $96 $95 $187 $42 $10 $100 $50 $0 $13 $19 $65 $68 $7 $6 $7 $5 $3 $6 $45 $49 $30 $31 $25 $26 $27 $35 $74 $61 Under $25K $25-$50K $50-$75K $75-$100K $100K+ Retail Food & Bev Services Entertainment Household income is positively correlated to weekly Downtown spending. 43

44 SPENDING BY AGE GROUP Average Total Weekly Amount Spent $200 $150 $100 $50 $0 Total Average Spent Per Week = $98 Retail = $32 Food = $44 Services = $6 Entertainment = $16 $48 $6 $4 $23 $15 $94 $12 $6 $92 $16 $4 $46 $44 $30 $28 $144 $24 $9 $64 $47 $9 $4 $37 $23 $45 $8 $52 $76 $10 $8 $13 $10 < $73 Retail Food & Bev Services Entertainment $181 $41 Spending builds by age (positive correlation) until age 54. There is significant variability in average Downtown spending for those 55 and older. 44

45 SPENDING BY TYPE OF PEDESTRIAN Average Total Weekly Amount Spent $200 $150 $183 $34 $18 $131 $17 $121 $118 Total Average Spent Per Week = $98 Retail = $32 Food = $44 Services = $6 Entertainment = $16 $100 $50 $0 $55 $12 $36 $18 $86 $3 $45 $6 $13 $5 $44 $35 $66 $76 $45 $3 $5 $57 $44 $22 $31 $23 $14 Resident Shopping Entertainment Business Work School Retail Food & Bev Services Entertainment Downtown residents spend significantly more than other groups. Workers are spending less than half the amount residents spend per week in Downtown. On comparable categories, residents spend $15 more (weekly) than in 08 ($149 vs $134). 45

46 SPENDING BY SURVEY LOCATION Average Total Weekly Amount Spent $175 $150 $125 $100 $75 $50 $126 $21 $7 $54 $116 $116 $21 $23 $6 $5 $59 $44 Total Average Spent Per Week = $98 Retail = $32 Food = $44 Services = $6 Entertainment = $16 $100 $96 $88 $87 $21 $14 $9 $6 $8 $11 $5 $5 $43 $43 $49 $40 $57 $9 $6 $25 $0 $44 $27 $44 $30 $30 $31 $25 $31 $15 Smithfield Liberty Penn-9th Penn-6th 5th Wood Mkt Sqr Blvd Allies Retail Food & Bev Services Entertainment Smithfield Street and the Cultural District tends to be home to Downtown s heavier spenders. 46

47 SPENDING BY RESIDENCE Average Total Weekly Amount Spent $200 $150 $100 $50 $0 $34 $18 $55 $76 $183 $92 $10 $5 $41 $36 Total Average Spent Per Week = $98 Retail = $32 Food = $44 Services = $6 Entertainment = $16 $17 $6 $38 $27 $9 $1 $35 $16 Downtown City of Pgh Allegheny County Neighbor County $88 $61 Retail Food & Bev Services Entertainment Downtown spending tracks with proximity of residence to Downtown. The closer surveyed pedestrians live to Downtown the more they spend per week. 47

48 AWARENESS & PERCEPTIONS of PDP 48

49 GENERAL AWARENESS OF PDP % of Pedestrians Aware of PDP % of Respondents 100% 80% 60% 40% 20% HIGHER AWARENESS PDP awareness is 7 percentage points higher than in 2006 (67% versus 60% in 06) In 2010, 6 of surveyed pedestrians said they are aware of PDP; down slightly (4 points) from % 60% 6 0% Highest Awareness: Wood St. = 8 Penn & 9 th = 7 Blvd of Allies = 68% Q14. Have you heard of an organization called Pittsburgh Downtown Partnership, also known as PDP? Lowest Awareness Market Sq. = 58% 5 th Ave = 58% Smithfield St. = 58% 49

50 PDP AWARENESS BY PURPOSE OF VISIT 100% % of Respondents 80% 60% 40% 85% 71% 65% 58% 59% 57% % 71% 69% 6 57% 40% 47% 44% Overall 2010 = 6 Overall 2008 = 67% Overall 2006 = 60% 32% 25% 58% 50% 20% 0% DT Resident Shopping Work Special Visit School Business Trip Awareness varies significantly by pedestrian type (purpose). The biggest change (increase) is seen with Downtown residents: +20 percentage points versus 08 and +27 points versus

51 AWARENESS BY DEMOGRAPHIC GROUP % of Pedestrians Aware of PDP AGE GROUP INCOME % of Respondents 100% 80% 60% 40% 20% 36% 6 64% 77% 72% 78% 40% % of Respondents 100% 80% 60% 40% 20% 40% 64% 80% 75% 79% 0% < % <25K 25-49K 50-74K 75-99K 100K + Like 2006 and 2008, the youngest (<25) are least aware of PDP HH income appears positively correlated with awareness of PDP City residents (excluding DT) are less aware; similar to those living in neighboring counties (Butler, Washington, etc.) Slightly higher awareness with females % of Respondents 100% 80% 60% 40% 20% 0% RESIDENCE 85% 74% 62% 55% DT City of Pgh Agh County Neighbor County 5% Other 51

52 PDP s IDENTITY Top 10 Mentions Developing/Improving DT 2 "Cleaning Up" 20% Promote Downtown 1 Civic Group/Local Businesses Light Up Night/First Night 7% 10% PDP is associated with positive, progrowth actions. Promote DT more likely to be mentioned in 2010 than in previous years ( 08 and 06). City Events/Entertainment 5% Top Mentions in 2008 & 2006: Yellow Jackets/Signs Cultural District Helping People Job Placement 1% 2% 2% 5% 2008 Cleaning up Develop/Improve Civic / Local Business Yellow jackets / signs City events/e-tainment Helping People 2006 Cleaning up Develop/Improve Civic / Local Business City events/e-tainment Promote Downtown Yellow jackets / signs 0% 5% 10% 15% 20% 25% Q15. When I say Pittsburgh Downtown Partnership or PDP, what is the first thing that comes to mind? 52

53 OVERALL IMPRESSION OF PDP Top 8 Mentions Good/Favorable/Positive 65% Great/Excellent 11% Very Good Neutral/OK 9% 7% PDP s image has improved in The top 3 mentions are all positive; negative/poor drops to just 1% of answers. Great/Exc % has doubled. Trying to do a good job 4% Top Mentions in 2008 & 2006: Negative/Poor 1% Mixed 1% Could...Do More 1% 2008 Good/Fav/Pos 69% Neutral / OK 8% Great/Excellent 6% Very Good 6% Trying to do good 4% Negative/Poor 2006 Good/Fav/Pos 59% Neutral / OK 9% Very Good 6% Great/Excellent 5% Negative / Poor 5% Trying to do good 4% 0% 10% 20% 30% 40% 50% 60% 70% Q16. Based on your knowledge and awareness of PDP, please tell me your overall impression of this organization? 53

54 PERCEPTIONS of MARKET SQUARE 54

55 MARKET SQUARE IDENTITY Top-of-Mind Association Lunch/Food 9% improvement/renovation 8% Oyster House 7% Construction 5% Peaceful/place to relax 5% Open air 5% Primanti Brothers Not what it used to be 4% 4% Coffee shops Restaurants 4% 4% Nice - I Like It Social Gathering Starbuck's Pigeons Other mentions of less than are not shown on this chart. 0% 2% 4% 6% 8% 10% Q10. When I say Market Square, what is the first thing that comes to mind? 55

56 MARKET SQUARE: A FIVE-YEAR SUMMARY Top 12 Mentions 06, 08, Top 12 Mentions 2008 Top 12 Mentions 2006 Top 12 Mentions Lunch / Food Restaurants Homeless People Riff-raff Improvement / Renovation Pigeons Dirty Oyster House Homeless People / Riff-raff Restaurants Construction Entertainment / Events Historic area Peaceful / Place to Relax Lots of People Drugs / Drug Dealers Open-Air Social Gathering It s bad especially at night Primanti Brothers Businesses / Shops Nice I like it Not what is used to be Improvement / Renovation Businesses / Shops Coffee Shops PPG Pigeons Restaurants Drugs / Drug Dealers Social Gathering Nice I like it Dirty Always something going on Social Gathering Outdoors / outdoor setting Farmer s Market When I say Market Square, what is the first thing that comes to mind? 56

57 FIVE YEARS OF STEADY PROGRESS Positive Neutral Negative 2010 Top 12 Mentions 2008 Top 12 Mentions 2006 Top 12 Mentions Lunch / Food Restaurants Homeless People Riff-raff Improvement / Renovation Pigeons Dirty Oyster House Homeless People / Riff-raff Restaurants Construction Entertainment / Events Historic area Peaceful / Place to Relax Lots of People Drugs / Drug Dealers Open-Air Social Gathering It s bad especially at night Primanti Brothers Businesses / Shops Nice I like it Not what is used to be Improvement / Renovation Businesses / Shops Coffee Shops PPG Pigeons Restaurants Drugs / Drug Dealers Social Gathering Nice I like it Dirty Always something going on Social Gathering Outdoors / outdoor setting Farmer s Market When I say Market Square, what is the first thing that comes to mind? 57

58 MARKET SQUARE BETTER OR WORSE? % Saying Better in 2010 = 75% The % saying Better is 6 percentage points higher (+6) than in 2008 (75% vs. 69%) Don't Know 10% Neither Neither 9% Don't Know 5% 2008 Worse 12% Better 75% Worse 17% Better 69% 2010 No significant differences by gender, age, income, residence, or pedestrian type Q11. In your opinion, has Market Square changed for the better or for the worse? 58

59 REASONS MARKET SQUARE IS BETTER NOW Top Mentions It is Cleaner 29% Better Appearance 1 Open space Atmosphere is nicer Can eat/walk with family Less riff-raff/homeless Less traffic (car/bus) Renovations Safer / More Police More restauants More tables/chairs/benches 6% 5% 5% 5% 4% 11% 10% 9% 8% It looks and feels better summarizes the top 4 reasons. The top reasons cited are very similar to those given in It is cleaner was also #1 in Reasons 1. It is cleaner 6. Better appearance 2. New stores 7. Safer/More Police 3. More activity 8. Renovations 4. Less riff-raff 9. No buses 5. New restaurants 10. Eat/walk w/ family Other mentions of less than 4% are not shown on this chart. 0% 5% 10% 15% 20% 25% 30% Q12. Why is Market Square better now? 59

60 REASONS MARKET SQUARE IS WORSE NOW Comparison of Top Mentions Too open / No trees or grass Other Too much construction Traffic Riff raff Alcohol and drugs Not much going on Closing of stores/less shopping Unsafe Going downhill Dirty 0% 9% 0% 0% 0% 0% 0% 0% 0% 0% 4% 9% 8% 6% 6% 5% % 38% In 2010 pedestrians point to a lack of trees/grass ( Too open ), not riff-raff, drugs, or safety concerns. Even among those who say Market Square is worse now, the criticisms are less serious and more about aesthetics. 68% 0% 15% 30% 45% 60% 75% Q12. Why is Market Square worse now? 60

61 SUMMARY OF KEY FINDINGS 61

62 PEDESTRIAN TRAFFIC SUMMARY Pedestrians were counted using the identical methodology followed in the 2006 and 2008 studies. Counts were recorded from 7:00 a.m. till 7:00 p.m., in mid-september, under weather conditions similar to previous studies. Over a three-day period (Th - Sat) 183,000 pedestrians were counted crossing by nine designated Downtown locations. At six of the nine comparable locations (comparable to 08 study), traffic is 40% higher (on average) than 2 years ago. Market Square and 5 th Avenue see more traffic (+116% & +84%) than in 2008; both locations are among the busiest pedestrian traffic areas in the 2010 study. Their revitalization is clearly attracting more foot traffic, and for surrounding businesses, more potential customers. Weekday traffic volume far outweighs weekend volume; 260% more pedestrians move through Downtown during the week than on the weekend. Traffic volume has increased steadily, in small increments, at both Liberty & 10th and Penn near 9 th, every year since 2001 ( ). Weekday foot traffic peaks at 8:15 a.m., 12:15-12:45 p.m., and again from 4:45-5:15 p.m.; a traditional rush hour pattern. The largest peak occurs during the lunch hour. Weekend traffic builds steadily throughout the entire morning, then plateaus and remains relatively stable from 12:30 p.m. on. There is a weekend peak from 4:30 to 5:00 p.m., but there is no noticeable decrease or drop-off after 5:30 p.m. like weekdays. 62

63 SUMMARY OF SURVEY FINDINGS Nearly 60% of pedestrians are Downtown for work; very similar to the 08 finding. The second-largest group, students, account for 10% of Downtown s pedestrian traffic. Liberty and Penn Avenue are heavily populated with workers, while Boulevard of the Allies is heavily traveled by students. Spending in Downtown has increased steadily since the pilot study in On three comparable categories, (Retail, Food/Beverage, Services) total per person spending has risen from $47 per week in 06 to $66 in 08, and now $82 in In sum, pedestrian spending is tracking at +15% per year since Weekly RETAIL spending = $32 (+ $1 vs. 08) Weekly FOOD/BEV = $44 (+ $13 vs. 08) Weekly SERVICES = $6 (+ $2 vs. 08) Weekly ENTERTAINMENT = $16 (new category in 2010) Downtown residents spend significantly more than other pedestrians, including those who frequent Downtown regularly. Residents ($183) spend over twice as much per week in Downtown as workers ($86), and four times as much as students ($44). Spending is positively correlated to age and income; and males report spending $26 more per week than females. Those surveyed at Smithfield, Liberty/10 th, Penn/9 th, and Penn/6 th spend the most, while pedestrians at Boulevard of the Allies spend the least. Top-of-mind awareness for retailers and restaurants is fairly predictable: Retailers: Macy s, Burlington, Saks Fifth Avenue Lower-Priced Dining: McDonald s, Wendy s, Subway, Primanti Bros., Moe s SW Grill Mid-Priced Dining: Primanti Bros., Max & Erma s, Subway, Moe s SW Grill, Quizno Higher-Priced Dining: Ruth s Chris, Capitol Grille, Morton s, McCormick & Schmick, Carlton Coffee Shop: Starbuck s, Crazy Mocha, Dunkin Donuts Bar/club/ Happy hour : Olive or Twist, Primanti Bros., Tonic Bar & Grill, Seviche, Bossa Nova 63

64 SUMMARY OF SURVEY FINDINGS Slightly over half (5) use public transportation (bus or T ) to commute to Downtown; an almost identical statistic as the 2010 Employee Transportation Needs Assessment conducted in the second quarter of When the North Shore Connector s benefits were explained clearly to pedestrians (part of free fare zone, very short wait times), those saying likely to use it doubled versus prior research: 40% are likely to park on N/S Shore and take the NSC into Downtown ; prior research = 18% 50% are likely to take the NSC to reach N/S Shore restaurants and bars from Downtown ; prior research = 26% Overall awareness level of PDP (6) remains above the 06 pilot study percentage (60%). Awareness has surged +20 percentage points since 2008 among Downtown residents (65% 85%). The overall opinion of PDP has improved steadily since the pilot study in 2006; pedestrians characterizing PDP as great/excellent doubled in the past 2 years. The steady improvement and transformation of Market Square is reflected in the evolution of opinion and comments from 2006 to present: In 2006 homeless people/riff-raff and dirty were the two most common ( top 2) answers used to describe Market Square. Drugs/drug deals was another top 5 mention attributed to the area, all of which underscored the very negative view most DT pedestrians held towards Market Square. In 2010 lunch time/food & improvement/renovation are the two most common labels used to describe Market Square. In 2010 the once common negative associations have literally vanished. The 12 most common answers describing Market Square today are either positive or positive/neutral; zero negatives! Pedestrian demographic characteristics have remained very similar across the 06, 08, and 2010 studies. 64

65 APPENDIX A: TRAFFIC COUNTS OF LOCATIONS BY DAY 65

66 BLVD OF THE ALLIES THURSDAY TRAFFIC Hour Total for Thursday 160 Total count: 1,797 # of Pedestrians Time of Day 66

67 BLVD OF THE ALLIES FRIDAY TRAFFIC Hour Total for Friday 160 Total count: 1,831 # of Pedestrians Time of Day 67

68 BLVD OF THE ALLIES SATURDAY TRAFFIC Hour Total for Saturday 160 Total count: 1,408 # of Pedestrians Time of Day 68

69 5 th AVENUE THURSDAY TRAFFIC 12 Hour Total for Thursday 1, Total count: 10,206 # of Pedestrians Time of Day 69

70 5 th AVENUE FRIDAY TRAFFIC 12 Hour Total for Friday 1,400 1,200 Total count: 12,193 1,000 # of Pedestrians Time of Day 70

71 5 th AVENUE SATURDAY TRAFFIC 12 Hour Total for Saturday Total count: 3, # of Pedestrians Time of Day 71

72 MKT SQ DUNKIN D THURSDAY TRAFFIC 1, Hour Total for Thursday 1,200 Total count: 10,091 1,000 # of Pedestrians Time of Day 72

73 2,000 MKT SQ DUNKIN D FRIDAY TRAFFIC 12 Hour Total for Friday 1,800 1,600 Total count: 11,780 1,400 # of Pedestrians 1,200 1, Time of Day 73

74 MKT SQ DUNKIN D SATURDAY TRAFFIC Hour Total for Saturday Total count: 2, # of Pedestrians Time of Day 74

75 1,600 MKT SQ MOE S THURSDAY TRAFFIC 12 Hour Total for Thursday 1,400 Total count: 10,781 1,200 # of Pedestrians 1, Time of Day 75

76 MKT SQ MOE S FRIDAY TRAFFIC 12 Hour Total for Friday 1,400 1,200 Total count: 10,021 1,000 # of Pedestrians Time of Day 76

77 MKT SQ MOE S SATURDAY TRAFFIC 12 Hour Total for Saturday Total count: 2, # of Pedestrians Time of Day 77

78 SMITHFIELD THURSDAY TRAFFIC 12 Hour Total for Thursday 1,400 1,200 Total count: 10,618 1,000 # of Pedestrians Time of Day 78

79 SMITHFIELD FRIDAY TRAFFIC 12 Hour Total for Friday 1,400 1,200 Total count: 13,256 1,000 # of Pedestrians Time of Day 79

80 SMITHFIELD SATURDAY TRAFFIC 12 Hour Total for Saturday Total count: 4, # of Pedestrians Time of Day 80

81 1,000 WOOD STREET THURSDAY TRAFFIC 12 Hour Total for Thursday 800 Total count: 9,612 # of Pedestrians Time of Day 81

82 WOOD STREET FRIDAY TRAFFIC 12 Hour Total for Friday 1,200 1,000 Total count: 10,317 # of Pedestrians Time of Day 82

83 WOOD STREET SATURDAY TRAFFIC 12 Hour Total for Saturday Total count: 4, # of Pedestrians Time of Day 83

84 9TH THURSDAY TRAFFIC 12 Hour Total for Thursday Total count: 4, # of Pedestrians Time of Day 84

85 9TH FRIDAY TRAFFIC 12 Hour Total for Friday Total count: 5, # of Pedestrians Time of Day 85

86 9TH SATURDAY TRAFFIC 12 Hour Total for Saturday Total count: 2, # of Pedestrians Time of Day 86

87 # of Pedestrians TH THURSDAY TRAFFIC Total count: 7, Hour Total for Thursday Time of Day 87

88 6TH FRIDAY TRAFFIC 12 Hour Total for Friday Total count: 7, # of Pedestrians Time of Day 88

89 6TH SATURDAY TRAFFIC 12 Hour Total for Saturday Total count: 4, # of Pedestrians Time of Day 89

90 10TH THURSDAY TRAFFIC 12 Hour Total for Thursday # of Pedestrians Total count: 7,330 Time of Day 90

91 10TH FRIDAY TRAFFIC 12 Hour Total for Friday Total count: 8, # of Pedestrians Time of Day 91

92 10TH SATURDAY TRAFFIC Hour Total for Saturday Total count: 2, # of Pedestrians Time of Day 92

93 APPENDIX B: SUNDAY TRAFFIC COUNTS 93

94 MKT SQ MOE S SUNDAY TRAFFIC 9 Hour Total for Sunday 120 Total count: 866 Counting from 10am 6pm 90 # of Pedestrians Time of Day 94

95 MKT SQ DD SUNDAY TRAFFIC 9 Hour Total for Sunday Total count: 1,086 Counting from 10am 6pm # of Pedestrians Time of Day 95

96 5 th AVENUE SUNDAY TRAFFIC 9 Hour Total for Sunday Total count: 4,534 Counting from 10am 6pm 600 # of Pedestrians Time of Day 96

97 DOWNTOWN WORKER PROFILES 97

98 66 SEGMENTS FORM 14 SOCIAL GROUPS U1 Urban Uptown 04 Young Digerati 07 Money & Brains 16 Bohemian Mix 26 The Cosmopolitans 29 American Dreams U2 Midtown Mix 31 Urban Achievers 40 Close-In Couples 54 Multi-Culti Mosaic U3 Urban Cores 59 Urban Elders 61 City Roots 65 Big City Blues 66 Low-Rise Living S1 Elite Suburbs 01 Upper Crust 02 Blue Blood Estates 03 Movers & Shakers 06 Winner s Circle S2 The Affluentials 08 Executive Suites 14 New Empty Nests 15 Pools & Patios 17 Beltway Boomers 18 Kids & Cul-de-Sacs 19 Home Sweet Home S3 Middleburbs 21 Gray Power 22 Young Influentials 30 Suburban Sprawl 36 Blue-Chip Blues 39 Domestic Duos S4 Inner Suburbs 44 New Beginnings 46 Old Glories 49 American Classics 52 Suburban Pioneers C1 Second City Society 10 Second City Elite 12 Brite Lites, Li l City 13 Upward Bound C2 City Centers 24 Up-and-Comers 27 Middleburg Managers 34 White Picket Fences 35 Boomtown Singles 41 Sunset City Blues C3 Micro-City Blues 47 City Startups 53 Mobility Blues 60 Park Bench Seniors 62 Hometown Retired 63 Family Thrifts T1 Landed Gentry 05 Country Squires 09 Big Fish, Small Pond 11 God s Country 20 Fast-Track Families 25 Country Casuals T2 Country Comfort 23 Greenbelt Sports 28 Traditional Times 32 New Homesteaders 33 Big Sky Families 37 Mayberry-ville T3 Middle America 38 Simple Pleasures 42 Red, White & Blues 43 Heartlanders 45 Blue Highways 50 Kid Country, USA 51 Shotguns & Pickups T4 Rustic Living 48 Young & Rustic 55 Golden Ponds 56 Crossroads Villagers 57 Old Milltowns 58 Back Country Folks 64 Bedrock America 98

99 SOCIAL GROUP PROFILE - UNITED STATES HOUSEHOLDS - Landed Gentry 11% City Centers 10% Micro-City Blues 10% Second City Society 9% Country Comfort 8% Midtown Mix 8% The Affluentials Urban Cores 7% 8% % of U.S households 115,306,103 Middleburbs 6% Elite Suburbs 5% Rustic Living 5% Urban Uptown 5% Inner Suburbs Middle America 4% 4% 0% 2% 4% 6% 8% 10% 12% 14% 99

100 SOCIAL GROUP PROFILE - ALLEGHENY COUNTY, PA HOUSEHOLDS - Middleburbs The Affluentials Midtown Mix Inner Suburbs Urban Cores Urban Uptown Landed Gentry City Centers Country Comfort Micro-City Blues Elite Suburbs Middle America Rustic Living Second City Society 2.0% 1.0% 3.0% 5.0% 4.0% 4.0% 7.0% 6.0% 6.0% 10.0% 12.0% 12.0% 12.0% 16.0% Middleburbs: The five segments that comprise Middleburbs share a middle-class, suburban perspective, but there the similarity ends. Two groups are filled with very young residents, two are filled with seniors and one is middle-aged. In addition, this group includes a mix of both, homeowners and renters as well as high school graduates and college alums. With good jobs and money in their jeans, the members of Middleburbs tend to have plenty of discretionary income to visit nightclubs and casual-dining restaurants, shop at midscale department stores, buy dance and easy listening CDs by the dozen and travel across the U.S. and Canada. 0% 5% 10% 15% 20% 100

101 Middleburbs The Affluentials Midtown Mix Inner Suburbs Urban Cores Urban Uptown Landed Gentry City Centers Country Comfort Micro-City Blues Elite Suburbs Middle America Rustic Living Second City Society DOWNTOWN & AGH COUNTY - SOCIAL GROUP PROFILES - 0% 0% 0% County (hh = 514,630) Downtown (hh = 6,764) 7% 6% 0% 6% 0% 5% 0% 4% 0% 4% 0% 0% 2% 0% 1% 0% 10% 12% 12% 12% 1 16% 37% 100% of Downtown hhs fall into 3 of 14 Social Groups: U1 Urban Uptown 04 Young Digerati 07 Money & Brains 16 Bohemian Mix 26 The Cosmopolitans 29 American Dreams U3 Urban Cores 59 Urban Elders 61 City Roots 65 Big City Blues 66 Low-Rise Living U2 Midtown Mix 31 Urban Achievers 40 Close-In Couples 54 Multi-Culti Mosaic 0% 10% 20% 30% 40% 50% 50% 101

102 DOWNTOWN WORKER PROFILES 102

103 DOWNTOWN PITTSBURGH 5 TRACTS 103

104 PRIZM SOCIAL GROUP PROFILE - ALLEGHENY COUNTY WORKPLACE - Middleburbs The Affluentials Country Comfort Landed Gentry Inner Suburbs Midtown Mix City Centers Urban Cores Middle America Urban Uptown Micro-City Blues Rustic Living Elite Suburbs Second City Society 0.5% 2.4% 4.9% 4.5% 10.6% 10.1% 9.4% 8.7% 7.5% 7.0% 7.0% 6.8% % 5% 10% 15% 20% 104

105 PRIZM SOCIAL GROUP PROFILE - ALLEGHENY & DOWNTOWN WORKPLACE - Middleburbs The Affluentials Country Comfort Landed Gentry Inner Suburbs Midtown Mix City Centers Urban Cores Middle America Urban Uptown Micro-City Blues Rustic Living % 3.8% 4.5% 3.1% 7.0% 5.9% 7.0% 6.8% % 10.1% 7.0% 9.4% % 7.5% 8.7% 10.8% 10.2% 8.9% 11.7% % Elite Suburbs Second City Society 0.5% 0.4% 2.4% 3.1% 0% 5% 10% 15% County DT Workplace 105

106 DOWNTOWN COMPARISONS - DT WORKPLACE VS. DT RESIDENT SOCIAL GROUP PROFILES DT Workplace DT Resident Middleburbs 14% The Affluentials 12% Midtown Mix Inner Suburbs 8% 11% 37% Urban Cores 10% 50% Urban Uptown Landed Gentry City Centers Country Comfort Micro-City Blues Elite Suburbs Middle America 9% 8% 6% 7% 4% 4% 1 The DT Resident population is comprised of only 3 out of the 14 Social Groups. However, the DT Workplace population reflects the larger area (Allegheny County), and is represented by all 14 Social Groups. Rustic Living Second City Society 0.4% 0% 10% 20% 30% 40% 50% 106

107 GOLDEN TRIANGLE WORK FORCE PRIZM SOCIAL GROUPS Middleburbs The Affluentials Midtown Mix Urban Cores Urban Uptown Landed Gentry Inner Suburbs Country Comfort City Centers Middle America Micro-City Blues Elite Suburbs Rustic Living Second City Society 0% 4% 4% 6% 7% 8% 8% 9% 12% 11% 10% 15% 0% 5% 10% 15% 20% 107

108 UPTOWN WORK FORCE PRIZM SOCIAL GROUPS Urban Cores Middleburbs Midtown Mix The Affluentials Urban Uptown Inner Suburbs Landed Gentry City Centers Country Comfort Micro-City Blues Rustic Living Middle America Elite Suburbs 4% 6% 5% 8% 8% 11% 11% 12% 14% 1 0% 5% 10% 15% 20% 108

109 STRIP DISTRICT WORK FORCE PRIZM SOCIAL GROUPS Middleburbs Midtown Mix The Affluentials Urban Cores Country Comfort Inner Suburbs Landed Gentry Urban Uptown City Centers Middle America 6% 9% 8% 8% 7% 7% 11% 11% 10% 14% Rustic Living Micro-City Blues Elite Suburbs 2% 5% 0% 5% 10% 15% 20% 109

110 SOUTH SHORE WORK FORCE PRIZM SOCIAL GROUPS Middleburbs Midtown Mix The Affluentials Urban Cores Landed Gentry Inner Suburbs Urban Uptown Country Comfort City Centers Elite Suburbs Middle America Rustic Living Micro-City Blues Second City Society 1% 5% 8% 7% 7% 10% 10% 12% 14% 15% 0% 5% 10% 15% 20% 110

111 NORTH SHORE WORK FORCE PRIZM SOCIAL GROUPS Middleburbs Landed Gentry Country Comfort The Affluentials Midtown Mix Urban Cores Urban Uptown City Centers Middle America Inner Suburbs Rustic Living Micro-City Blues Elite Suburbs Second City Society 1% 4% 5% 5% 8% 8% 8% 7% 9% 10% 10% 12% 12% 0% 5% 10% 15% 20% 111

112 DOWNTOWN WORK FORCE SUMMARY - SOCIAL GROUPS % OF EACH TRACT - Uptown Golden Strip South North Triangle District Shore Shore Urban Uptown 10.5% 9.2% 6.9% 7.2% 7.6% Midtown Mix 12.1% 10.7% % 8.8% Urban Cores 13.7% 10.2% 10.0% 9.6% 7.8% Elite Suburbs 2.6% 3.4% 1.5% 3.4% 2.5% The Affluentials 10.8% 11.9% 10.9% 12.1% 9.8% Middleburbs 13.4% 14.7% 14.0% 15.0% 12. Inner Suburbs 7.6% 8.0% % 5. Second City Society..4%.1%.9% 1.0% City Centers 5.8% 5.7% 6.9% % Micro City Blues 3.7% 4.0% 3.1% 2.5% 3.8% Landed Gentry 7.6% 8.2% 7.5% 9.6% 11.8% Country Comfort % 9.1% 6.8% 9.8% Middle America 3.2% 4.1% 5.8% 3.1% 7.0% Rustic Living 3.4% 2.8% 4.6% 2.9% 5.0% Total 100% 100% 100% 100% 100% 112

113 DOWNTOWN WORK FORCE SUMMARY - SOCIAL GROUPS % OF ALL TRACTS - Uptown Golden Strip South North Triangle District Shore Shore Total Urban Uptown.4% 7.4%.5%.2%. 8.9% Midtown Mix.5% 8.6%.9%.4%.4% 10.8% Urban Cores.5% 8.2%.8%..4% 10.2% Elite Suburbs.1% 2.7%.1%.1%.1% 3.1% The Affluentials.4% 9.6%.9%.4%.4% 11.8% Middleburbs.5% 11.7% 1.1%.5%.6% 14.5% Inner Suburbs. 6.5%.7%..2% 7.9% Second City Society 0%. 0% 0% 0%.4% City Centers.2% 4.6%.5%.2%. 5.9% Micro City Blues.1% 3.2%.2%.1%.2% 3.8% Landed Gentry. 6.6%.6%..5% 8. Country Comfort.2% 5.4%.7%.2%.4% 7.0% Middle America.1% 3..5%.1%. 4. Rustic Living.1% 2..4%.1%.2% 3.1% Total 3.9% 80.5% 7.9% 3.1% 4.6% 100% 113

114 DOWNTOWN WORK FORCE SUMMARY - 100% OF EACH SOCIAL GROUPS - Uptown Golden Strip South North Triangle District Shore Shore Total Urban Uptown 4.6% 82.9% 6.1% 2.5% 3.9% 100% Midtown Mix 4.4% 79.8% 8.2% 3.9% 3.7% 100% Urban Cores % 7.8% 3.0% 3.5% 100% Elite Suburbs 3.2% 85.9% 3.8% 3.4% 3.7% 100% The Affluentials 3.6% 81.9% 7.5% 3.2% 3.8% 100% Middleburbs 3.6% 81.5% 7.7% % 100% Inner Suburbs 3.8% 81.7% % 3.0% 100% Second City Society 2.7% % 6.2% 10.1% 100% City Centers 3.9% 78.2% % 5.8% 100% Micro City Blues 3.7% % 2.0% 4.6% 100% Landed Gentry 3.6% 79.1% 7.2% 3.6% 6.5% 100% Country Comfort 3.0% % 6.4% 100% Middle America 3.0% 76.5% 10.8% 2.2% 7.5% 100% Rustic Living % 11.8% 2.9% 7.4% 100% 114

115 GOLDEN TRIANGLE WORK FORCE TOP 15 PRIZM SEGMENTS Domestic Duos City Roots Close-In Couples Pools & Patios Gray Power Traditional Times New Empty Nests Old Glories American Classics Cosmopolitans Multi-Culti Mosaic Sunset City Blues Big Fish, Small Pond American Dreams Country Squires 4% 4% 4% 5% 5% 7% 8% 0% 1% 2% 4% 5% 6% 7% 8% 9% 10% 115

116 UPTOWN WORK FORCE TOP 15 PRIZM SEGMENTS Domestic Duos City Roots Close-In Couples Pools & Patios Multi-Culti Mosaic American Classics New Empty Nests Cosmopolitans Old Glories Gray Power American Dreams Big City Blues Middleburg Managers Sunset City Blues Low-Rise Living 4% 5% 6% 6% 8% 0% 1% 2% 4% 5% 6% 7% 8% 9% 10% 116

117 STRIP DISTRICT WORK FORCE TOP 15 PRIZM SEGMENTS Domestic Duos City Roots Traditional Times Close-In Couples Pools & Patios Old Glories Multi-Culti Mosaic Sunset City Blues American Classics Middleburg Managers New Empty Nests Simple Pleasures Cosmopolitans Gray Power Big Fish, Small Pond 4% 4% 4% 6% 5% 5% 8% 9% 0% 1% 2% 4% 5% 6% 7% 8% 9% 10% 117

118 SOUTH SHORE WORK FORCE TOP 15 PRIZM SEGMENTS Domestic Duos City Roots Close-In Couples Multi-Culti Mosaic Pools & Patios Country Squires Gray Power Old Glories Traditional Times New Empty Nests American Classics Sunset City Blues Big Fish, Small Pond Cosmopolitans American Dreams 5% 4% 4% 4% 4% 4% 6% 7% 6% 9% 0% 1% 2% 4% 5% 6% 7% 8% 9% 10% 118

119 NORTH SHORE WORK FORCE TOP 15 PRIZM SEGMENTS Domestic Duos City Roots Traditional Times Middleburg Managers Country Squires Close-In Couples Big Fish, Small Pond Pools & Patios New Empty Nests Multi-Culti Mosaic Cosmopolitans Gray Power American Dreams Simple Pleasures Sunset City Blues 4% 4% 4% 4% 4% 5% 6% 7% 0% 1% 2% 4% 5% 6% 7% 8% 9% 10% 119

120 DOWNTOWN WORK FORCE SEGMENTS - TOP 10 SEGMENTS - Golden Triangle Uptown Strip District South Shore North Shore Domestic Duos Domestic Duos Domestic Duos Domestic Duos Domestic Duos City Roots City Roots City Roots City Roots City Roots Close-In Couples Close-In Couples Traditional Times Close-In Couples Traditional Times Pools & Patios Pools & Patios Close-In Couples Multi-Culti Mosaic Middleburg Managers Gray Power Multi-Culti Mosaic Pools & Patios Pools & Patios Country Squires Traditional Times American Classics Old Glories Country Squires Close-In Couples New Empty Nests New Empty Nests Multi-Culti Mosaic Gray Power Big Fish, Small Pond Old Glories Cosmopolitans Sunset City Blues Old Glories Pools & Patios American Classics Old Glories American Classics Traditional Times New Empty Nests Cosmopolitans Gray Power Middleburg Managers New Empty Nests Multi-Culti Mosaic 120

121 CLARITAS BUSINESS-FACTS TM Downtown Work Force Profile DATA CLARITAS Business-Facts TM Base file developed from the infousa / ABI data system Largest data system in the business-to-business industry Over 12 million records Yellow Pages White Pages Business White Pages Edgar Sec Co. Web Sites Annual Reports State Manufacturer s Directories City and Industry Directories IPO Reporter NASDAQ Fact Book County Court House Records Standard & Poor s - Other 20 million out-bound telephone calls made per quarter to verify Information Data is modeled monthly and enhanced through proprietary Claritas processes 121

122 2010 DOWNTOWN EMPLOYEE COUNT Number of Employees By Industry Class & Census Tract UPTOWN GOLDEN TRIANGLE STRIP DISTRICT SOUTH SHORE NORTH SHORE TOTAL AGRICULTURE MINING CONSTRUCTION MANUFACTURING 62 5,714 1, ,501 8,308 TRANSPORTATION 94 2,484 2, ,603 WHOLESALE ,961 RETAIL 260 6,743 2,138 1, ,381 FINANCE 59 31,158 1, ,950 SERVICES 5,046 38,920 2,038 1,210 2,852 50,066 PUBLIC ADMIN 736 9, ,326 MISC 6 1,995 2, ,102 TOTAL 6,374 97,503 12,585 4,099 5, ,370 Source: Claritas Inc. 122

123 DETAIL OF DOWNTOWN S TOP 4 INDUSTRY CLASSES 2010 Number of Employees in Downtown Services Legal Services 15,012 Eng, Acct, Research & Mgmt Related Srvcs 9,226 Health Services 5,523 Business Services 5,184 Social Services 3,657 Educational Services 2,922 Hotels and Other Lodging Places 2,854 Membership Organizations 1,713 Amusement and Recreational Service 1,631 Automobile Repair, Services and Parking 661 Personal Services 615 Motion Pictures 432 Museums, Art Galleries, Zoos, Etc. 281 Miscellaneous Services 202 Miscellaneous Repair Services 151 Total 50,065 Finance Insurance Carriers 13,200 Security and Commodity Brokers and Service 9,349 Depository Institutions 3,924 Insurance Agents, Brokers and Service 2,455 Real Estate 2,443 Holding and Other Investment Offices 1,258 Non Depository Credit Institutions 320 Total 32,950 Retail Eating and Drinking Places 5,682 Home Furniture, Furnishings and Equipment 2,246 Food Stores 1,355 Miscellaneous Retail 1,196 Apparel and Accessory Stores 429 General Merchandise Stores 343 Building Materials, Garden Sup & Mob Home 93 Automobile Dealers and Gas Service Stations 37 Total 11,381 Public Admin Exec., Leg. and Gen. Govt. (Except Finance) 5,233 Justice, Public Order and Safety 2,680 Administration Of Human Resource Programs 1,122 Public Finance, Taxation and Monetary Policy 624 Administration Of Economic Programs 317 Admin. Of Environ. Quality & Housing Programs 242 National Security and International Affairs 108 Total 10,

124 2010 DOWNTOWN ESTABLISHMENT COUNT Number of Establishments By Industry Class & Tract UPTOWN GOLDEN TRIANGLE STRIP DISTRICT SOUTH SHORE NORTH SHORE TOTAL AGRICULTURE MINING CONSTRUCTION MANUFACTURING TRANSPORTATION WHOLESALE RETAIL FINANCE SERVICES 212 2, ,465 PUBLIC ADMIN MISC TOTAL 292 3, ,760 Source: Claritas Inc. 124

125 2010 DOWNTOWN ESTABLISHMENT MIX % of Establishments By Industry Class & Census Tract UPTOWN GOLDEN TRIANGLE STRIP DISTRICT SOUTH SHORE NORTH SHORE TOTAL Downtown AGRICULTURE 0.0% 0.1% 0.7% 0.0% 0.0% 0.2% MINING 0.0% 0.2% 0.0% 0.0% 0.0% 0.1% CONSTRUCTION 1.7% 1.1% 4.0% 0.9% 4.8% 1.6% MANUFACTURING 4.1% % 3.5% 7.5% 3.6% TRANSPORTATION 2.1% 1.9% 4.8% 1.8% 3.2% 2.2% WHOLESALE 2.4% 0.9% 10.4% 4.4% 5.9% 2.2% RETAIL 8.9% 11.7% 30.0% 39.5% 14.5% 14.0% FINANCE 4.5% % 7.9% 13.4% 12.0% SERVICES 72.6% 53.9% % 46.8% 51.8% PUBLIC ADMIN 3.1% 9.9% 1.8% 1.8% 0.5% 8.1% MISC 0.7% 4.7% % 3.2% 4. TOTAL 100% 100% 100% 100% 100% 100% Source: Claritas Inc. 125

126 DOWNTOWN PITTSBURGH WORK FORCE CHANGE

127 175,000 DOWNTOWN EMPLOYEE GROWTH Downtown Pittsburgh 1996 to , , , , , ,000 75,000 50,000 25, The cumulative drag of the recent economic contraction, both nationally and regionally, must be considered when comparing counts in 2006 and The unemployment rate has been almost double (100% higher) in 2010 versus unemployment during the better times of And, although the current official unemployment figures for Allegheny County and the City range between 8.6% and 8.9%, real unemployment is estimated closer to 11% or higher. Despite the deep recession and accompanying high unemployment, Downtown and the broader surrounding area have weathered the past year better than many other markets Source: Claritas Inc. 127

128 DOWNTOWN ESTABLISHMENT GROWTH Downtown Pittsburgh 1996 to ,000 4,585 4,945 4,760 4,000 3,000 2,000 1, Source: Claritas Inc. 128

129 WORK FORCE CHANGE BY DOWNTOWN TRACT 129

130 DOWNTOWN EMPLOYEE CHANGE Number of Employees By Tract By Year , ,619 # of Employees 100,000 75,000 88,549 97,503 50,000 25, ,622 9,591 11,371 12,585 6,494 6,374 2,801 5,311 4,099 2,994 4,133 5,809 Uptown Golden Triangle Strip South Shore North Shore Source: Claritas Inc. 130

131 DOWNTOWN ESTABLISHMENT CHANGE Number of Establishments By Census Tract By Year 5, # of Establishments 4,000 3,000 2,000 3,630 3,897 3,714 1, Uptown Golden Triangle Strip South Shore North Shore Source: Claritas Inc. 131

132 DOWNTOWN SUMMARY Establishment & Employee Change By Tract UPTOWN GOLDEN TRIANGLE STRIP DISTRICT SOUTH SHORE NORTH SHORE TOTAL DOWNTOWN # of Establishments 292 3, ,760 % Change of Tract + 2.0% -4.5% -5.0% -12.0% +20% # of Employees 6,374 97,503 12,585 4,099 5, ,370 % Change of Tract -2.0% -11% +10% -22.0% +40% Despite the challenging economy, the North Shore has experienced increases in both the employee and establishment counts. Source: Claritas Inc. 132

133 DOWNTOWN WORK FORCE CHANGE BY INDUSTRY CLASS 133

134 EMPLOYEE CHANGE BY INDUSTRY Downtown Employees Net Change AGRICULTURE % MINING % Decline CONSTRUCTION 2,926 1, % MANUFACTUING 10,526 8,308-2,218-21% TRANSPORTATION 6,595 5, % WHOLESALE 2,357 1, % Growth RETAIL 9,958 11,381 +1, % Decline FINANCE 42,906 32,950-9,956-2 Growth SERVICES 45,514 50,066 +4, % Decline PUBLIC ADMIN 12,161 10,326-1,835-15% Growth MISC 3,639 4, TOTAL 136, ,370-10, % Source: Claritas Inc. 134

135 FORCE CHANGE BY DOWNTOWN TRACT & INDUSTRY CLASS 135

136 DOWNTOWN EMPLOYEE CHANGE Top 10 Above Average and Below Average Cells UPTOWN GOLDEN TRIANGLE STRIP DISTRICT SOUTH SHORE NORTH SHORE AGRICULTURE 5 MINING 6 CONSTRUCTION MANUFACTURING 3 9 TRANSPORTATION WHOLESALE 9 10 RETAIL 7 6 FINANCE SERVICES 5 PUBLIC ADMIN 10 1 MISC Decline Growth Source: Claritas Inc. Green cells represent the top 10 areas of growth from 2006 to Construction in the North Shore (Green #1) is the biggest growth cell. Black cells signify the top 10 shrinking areas. Public Admin in the North Shore (Black #1) is the biggest declining cell. Decline Growth 136

137 APPENDIX 11 PAGE EXAMPLE 137

138 THE AFFLUENTIALS POOLS & PATIOS, 1 & 2 138

139 THE AFFLUENTIALS POOLS & PATIOS, 3 & 4 139

140 THE AFFLUENTIALS POOLS & PATIOS, 5 & 6 140

141 THE AFFLUENTIALS POOLS & PATIOS, 7 & 8 141

142 THE AFFLUENTIALS POOLS & PATIOS, 9 &

143 THE AFFLUENTIALS POOLS & PATIOS,