Pedestrian Traffic Study Pittsburgh Downtown Partnership November 2008

Transcription

1 Pedestrian Traffic Study Pittsburgh Downtown Partnership November 2008 Prepared by: STRATEGIC METRICS GROUP

2 PRESENTATION OVERVIEW Methodology and Sampling Pedestrian Traffic Data Pedestrian Survey Findings Key Findings & Summary 2

3 2006 & 2008 STUDY SUMMARY 2008 SUMMARY 9/25 9/26 9/27 Thur Fri Sat 3 days at 6 Locations 401 surveys 95,130 counted LOCATIONS 5 th Ave. (Wood & Market) Smithfield (Forbes & 5 th ) 10 th Ave. & Penn 10 th Ave. & Liberty Center of Market Sq. Market Sq./PPG Egress 2008 WEATHER Thursday: Sunny, 68 Friday Partly Cloudy, 65 Saturday Cloudy with Rain, SUMMARY 9/27, 9/29, 9/30 W F Sat 10/12, 10/13, 10/14 Th F Sat 3 days at 8 Locations 812 surveys 109,000 counted LOCATIONS 5 th Ave. (Wood & Market) Smithfield (Forbes & 5 th ) 10 th Ave. & Penn 10 th Ave. & Liberty Center of Market Sq. Market Sq./PPG Egress 7 th Avenue Strawberry Way 2006 WEATHER Wed Sunny 67 Fri Cloudy 60 Sat Cloudy 54 (rain) Thur Sunny 44 Fri Sunny 51 Sat

4 COUNTER S REFERENCE POINT AT EACH LOCATION 6 Locations 6 Reference Points 1. 5 th Avenue between Wood and Market Buhl Building 2. Smithfield between Forbes and 5 th Sbarro th and Penn August Henry s th and Liberty Liang Hunan 5. Center of Market Square corner of Forbes & Market Clock 6. PPG Market Square (Primanti's & Natl. City Bank) Bench/Post In most cases the reference points are located in the middle of a block. Both sides of street were counted except at 5 th Ave (Buhl) and 10 th & Liberty due to construction. - Same conditions as 2006 study - 4

5 Frick Bldg. 1 5 Citizen s Bank Bldg. SMITHFIELD Between Forbes and 5 th Piatt Place Saks 5 th Ave Park Bldg Misc Retail Ntl city Bank 1 st Cmm Bank

6 Federal Bldg 6 Westin 10 th & PENN AVENUE Gulf Tower Convention Center Convention Center Penn Garrison 933 Penn May Stern Bldg. Court Yd Marriott August Henry Sonoma Grill Mathias Parking Small World 2 Tonic 9 on 9 Parking

7 7 Federal Bldg 10 th & LIBERTY AVENUE Westin 10 th St. Tonic Misc. retail 3 PDP Liang Hunan Monte Cello s Parking Duquesne Light Western School Parking Gulf Tower Center City Tower. Verizon Koppers Bldg.

8 5 th AVENUE Between Wood and Market 5 th AVENUE Between Wood and Market PNC CONSTRUC- TION Fifth & Forbes PNC Bldg. Buhl Bldg. Misc Retail PPG Bldgs. Fifth Ave Pl Kossman Bldg.

9 MARKET SQUARE LOCATIONS MS PPG Location 6 Egress to PPG at Primanti's 3 7 McMasters Way MS Clock Location 7 6 9

10 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 except 2 locations (construction same as 06 ). 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 3.5 minutes Incentive: No incentive offered Most interviewing was conducted on the move, walking aside of busy pedestrians. 10

11 PEDESTRIAN COUNTS 11

12 TOTAL PEDESTRIAN TRAFFIC COUNT Locations # of Pedestrians 10,000 8,000 6,000 4,000 Total # counted in 2008 = 95,130 +3,972 (+4%) vs (same 6 locations) 2,000 0 Time of Day A total of 95,130 pedestrians were counted over the entire project. Peak volume periods coincide with the morning, lunch-time, and evening rush hours associated with the Downtown work force. 12

13 5 th BUHL BUILDING Pedestrian Counts 3 Day Total 1,500 1,200 Total = 14,315-1,318 (- 8%) vs # of Pedestrians Time of Day 13

14 SBARRO Pedestrian Counts 3 Day Total 3,000 2,500 Total = 31, ,884 (+ 14%) vs # of Pedestrians 2,000 1,500 1, Time of Day 14

15 10 th & AUGUST HENRY S Pedestrian Counts 3 Day Total Total = 9, (+ 2%) vs # of Pedestrians Time of Day 15

16 10 th & LIANG S HUNAN Pedestrian Counts 3 Day Total 1,400 1,200 Total = 16, (+ 0.7%) vs # of Pedestrians 1, Time of Day 16

17 MARKET CLOCK Pedestrian Counts 3 Day Total Total = 5, (+ 15%) vs # of Pedestrians Time of Day 17

18 MARKET PPG EGRESS Pedestrian Counts 3 Day Total 2,000 1,800 1,600 Total = 17, (+ 2%) vs # of Pedestrians 1,400 1,200 1, Time of Day 18

19 TOTAL COUNT SUMMARY 3 Day Pedestrian Totals Per Location Wave I (2006) vs Wave II (2008) 40,000 35,000 31, % higher pedestrian count in of 6 locations have higher counts # of Pedestrians 30,000 25,000 20,000 15,000 27,966 17,162 16,767 16,629 16,748 Volume by location is very similar to 2006 findings - no major shifts 15,633 14,315 10,000 9,758 9,973 5,000 4,405 5,082 0 Smithfield (Sbarro) MS PPG 10th & Liberty 5th Ave (Buhl) 10th & Penn MS Clock 19

20 AVERAGE DAILY COUNT COMPARISON ,000 15,000 14, Smithfield rises close to 01 level 13,915 Major construction (PNC) In 06 and 08 12,000 11,761 11,630 All 3 studies conducted under typical Fall weather conditions # of Pedestrians 9,000 6,000 3,000 6,672 6,986 7,154 6,484 6,123 Only weekday information was gathered in ,070 4,047 4,095 0 Smithfield 10th Lib 5th Ave. 10th Penn '01 Weekday '06 Weekday '08 Weekday 20

21 PEDESTRIAN COUNTS BY DAY OF WEEK 21

22 THURSDAY TRAFFIC Sum of 6 Locations Counted on Thursday # of Pedestrians 5,000 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1, Thursday Total = 42,928 Similar distribution as 2006 Peak times reflect traditional rush hours Time of Day 22

23 FRIDAY TRAFFIC Sum of 6 Locations Counted on Friday 4,200 # of Pedestrians 3,600 3,000 2,400 1,800 Friday Total = 39,060 Similar distribution as 2006 Peak times reflect traditional rush hours 1, Time of Day 23

24 6-6:30 6:30-7 1,200 1, SATURDAY TRAFFIC Sum of 6 Locations Counted on Saturday Saturday Total = 13,142 Similar distribution as 2006 Unlike weekdays, Saturday volume less symmetrical and does not mirror rush hours 24 7: :30 8: :30 9: :30 10: :30 11: :30 12: :30 1: :30 2: :30 3: :30 4: :30 5:30-6 Time of Day 7-7:30 # of Pedestrians

25 AVERAGE COUNT BY DAY OF WEEK Mean Number of Pedestrians 12,000 10,000 Weekday traffic averages 3 times (300%) higher than Saturday traffic # of Pedestrians 8,000 6,000 7,155 6,510 Consistent with findings in 2006 study 4,000 2,000 2,190 0 Thursday Friday Saturday 25

26 PEDESTRIAN COUNT SUMMARY 26

27 LOCATION SUMMARY LOCATION Smithfield MS PPG 10 th and Liberty Total Count 31,850 17,162 16,748 Percent of Total 34% 18% 18% Daily Average 10,617 5,721 5,583 Insert Picture of a busy street (lots of people) 5 th Avenue 10 th and Penn MS Clock TOTAL 14,315 9,973 5,082 95,130 15% 10% 5% 100% 4,772 3,324 1,694 5,285 Market Square traffic is heavy at the PPG egress but significantly lower inside Market Square (at the clock). Like 2006, this suggests pedestrians are not crossing or cutting through the middle of Market Square. Relative volume (% of total) by location is very similar to 2006 Insert Picture of a busy street (lots of people) Note: Each location sampled for 3 days. Average Count = Total divided by 3. 27

28 LOCATION SUMMARY LOCATION Smithfield Total Count 31,850 Percent of Total 34% Daily Average 10, Comparison 31% / 9,319 MS PPG 17,162 18% 5,721 18% / 5, th and Liberty 16,748 18% 5,583 18% / 5,543 5 th Avenue 14,315 15% 4,772 17% / 5, th and Penn 9,973 10% 3,324 11% / 3,233 MS Clock 5,082 5% 1,694 5% / 1,468 TOTAL 95, % 5, % / 5,064 Location s % of total traffic is very similar in both studies Note: Each location sampled for 3 days. Average Count = Total divided by 3. 28

29 SUMMARY OF PEDESTRIAN COUNTS BY DAY & LOCATION Thur Smith Thur Smith Fri Smith Fri Smith Thur M S PPG Thur M S PPG Fri 10 & Lib Fri 10 & Lib Thur 10 & Lib Thur 10 & Lib Fri M S PPG Fri M S PPG Fri 5th Ave Fri 5th Ave Thur 5t h Ave Thur 5t h Ave Thur 10 & Penn Thur 10 & Penn Sat Smith Sat Smith Fri 10 & Penn Fri 10 & Penn Thur M S Clock Thur M S Clock Sat 10 & Lib Sat 10 & Lib Sat M S PPG Sat M S PPG Sat 5th Ave Sat 5th Ave Fri M S Clock Fri M S Clock Sat 10 & Penn Sat 10 & Penn Sat M S Clock Sat M S Clock ,544 2,544 2,440 2,440 2,186 2,186 2,070 2,070 1,895 1,895 1,783 1,783 4,260 4,260 4,020 4,020 3,930 3,930 7,243 7,243 7,065 7,065 6,331 6,331 6,162 6,162 6,083 6,083 8,645 8,645 Total = 95,130 14,331 14,331 13,499 13,499 Weekday traffic drives the volume in Downtown The Smithfield location sees the heaviest pedestrian traffic Very similar profile as the 2006 study 00 2,000 2,000 4,000 4,000 6,000 6,000 8,000 8,000 10,000 10,000 12,000 12,000 14,000 14,000 16,000 16,000 # of Pedestrians 29

30 SURVEY FINDINGS 30

31 COMPLETED SURVEYS BY LOCATION AM PM and Total Number AM PM Total # of surveys = Completed Surveys Smithfield MS Clock MS PPG 31

32 DEMOGRAPHICS ALL RESPONDENTS AGE GROUP INCOME % of Respondents 60% 40% 20% 0% 18% 21% 18% 22% 15% 5% 1% 25% % 14% 17% 18% 7% 2% < % of Respondents 60% 40% 20% 0% 30% 32% 19% 9% 10% 31% 28% 17% 10% % <25K 25-49K 50-74K 75-99K 100K + GENDER PARTY SIZE % of Respondents 100% 80% 60% 40% 20% 0% 100% 53% 47% % 81% 78% 19% 3% % 50% Male Female % of Respondents 60% 40% 20% 14% 5% 0% Solo 2 3+ Pedestrian demographic profile is very similar to profile in All age and income levels are well-represented (as is gender) in 2008 study. 32

33 PURPOSE OF PEDESTRIAN VISIT 33

34 PURPOSE OF PEDESTRIAN VISIT Shopping 6% Resident 6% Business Visit 3% Student 9% This category includes open-end responses such as: Going to theatre Buying theatre tickets Touring the city with family Going to my spa/salon Special Visit 19% Work 57% Nearly 6 in 10 randomly sampled pedestrians are in Downtown for work Q1. Which one of the following best describes your primary reason for being in downtown today? n =

35 PURPOSE OF PEDESTRIANS VISIT Wave I (2006) vs Wave II (2008) 75% 50% 49% 57% More Downtown workers and pedestrians making a special visit % 19% 18% 0% 10% 9% 11% 8% 4% 6% 6% 3% Work Special Visit Student Resident Shopping Business Visit Q1. Which one of the following best describes your primary reason for being in downtown today? n = 401, n = 300 in 06 35

36 TYPE OF PEDESTRIAN BY LOCATION 100% Work Other 80% 34% 47% 52% % of Respondents 60% 40% 20% 66% 53% 48% 0% Smithfield MS PPG MS Clock Pedestrians interviewed at Smithfield (Forbes & 5 th ) are slightly more likely to be Downtown for work than those interviewed in Market Square Q1. Which one of the following best describes your primary reason for being in downtown today? n =

37 PURPOSE OF VISIT BY LOCATION Work Special Visit Student Business Visit Shopping Resident Smithfield 66% 15% 8% 3% 6% 2% 100% MS PPG 53% 20% 13% 3% 3% 8% 100% MS Clock 48% 23% 7% 3% 7% 12% 100% TOTAL 57% 19% 9% 3% 6% 6% 100% 37

38 FREQUENCY OF PEDESTRIAN VISIT 38

39 HOW OFTEN PEDESTRIANS WALK PAST LOCATIONS PASS FREQUENCY Once a Week 7% 1-3 Times Month 8% Less Once Month 12% More Once a Day 32% Few Times Week 23% Once a Day 18% One in three pass the location multiple times per day Q2. Which best describes how often you walk by THIS location? n =

40 COMPARISON OF PASS FREQUENCYY Wave I (2006) vs Wave II (2008) 50% 40% 32% 32% Very similar pass frequency seen in both study waves % 23% 22% 23% 20% 18% 10% 12% 8% 8% 7% 7% 8% 0% More Once a Day Once a Day Few Times Week Less Once Month Once a Week 1-3 Times Month Q2. Which best describes how often you walk by THIS location? n = 401, n = 300 in

41 PASS FREQUENCY BY LOCATION 100% 80% 56% % of Respondents 60% 40% 72% 80% 20% 44% 28% 20% 0% Smithfield MS Clock MS PPG Once or More per Day Less than Once per Day Smithfield (high bus activity) not surprisingly is passed or walked by more often (regularly) than the Market Square locations Q2. Which best describes how often you walk by THIS location? n =

42 PASS FREQUENCY BY PURPOSE OF VISIT 100% 80% 55% % of Respondents 60% 40% 73% 78% 90% 92% 20% 0% 45% 27% 22% 10% 8% Work Resident Shopping Special Visit Business Trip Once or More per Day Less than Once per Day Downtown workers and residents pass by the various study locations more often than those pedestrians Downtown for other purposes Q2. Which best describes how often you walk by THIS location? n =

43 ECONOMIC IMPACT of DOWNTOWN PEDESTRIANS 43

44 DOLLARS SPENT - DOWNTOWN RETAIL Amount Spent in a Typical Week More than $100 7% Overall Average = $30.99 $ % Do Not Spend 49% Of those who spend at least $1 = $60.45 $ % $ % $ 1-5 3% Q3a. In a typical week, how many dollars do you spend with downtown retailers (such as Macy s, etc.)? n =

45 DOLLARS SPENT - DOWNTOWN RETAIL Amount Spent in a Typical Week Wave I (2006) vs Wave II (2008) 60% 56% % 49% $18 $31 40% 30% Per person average weekly spending is up $13 (+72%) 20% 10% 6% 3% 18% 12% 15% 20% 9% 3% 2% 7% 0% Do Not Spend $1 to $5 $6 to $20 $21 to $50 $51 to $100 More than $100 The % of pedestrians spending at retail establishments is higher (up 7 percentage points) in

46 DOLLARS SPENT ON - FOOD/BEVERAGE Amount Spent in a Typical Week $ % $ % $ % Of those who spend at least $1 = $36.88 Do Not Spend 16% Overall Average = $31.18 $ % $ 1-5 5% Q3b. In a typical week, how many dollars do you spend on food and beverages downtown? n =

47 DOLLARS SPENT - DOWNTOWN FOOD/BEV Amount Spent in a Typical Week Wave I (2006) vs Wave II (2008) 40% 30% 20% 10% 0% 25% 16% 10% 5% 32% 31% % 32% % $21 $31 Per person average weekly spending is up $10 (+48%) Do Not Spend $1 to $5 $6 to $20 $21 to $50 $51 to $100 More than $100 13% 1% 3% The % of pedestrians spending on food/beverage is higher (up 9 percentage points) in

48 DOLLARS SPENT ON SERVICES Amount Spent in a Typical Week $ % $ % $ % More than $100 0% $ 1-5 1% Overall Average = $4.31 Of those who spend at least $1 = $27.46 Do Not Spend 84% Q3c. In a typical week, how many dollars do you spend on downtown services (e.g., dry cleaning, hair salons, etc.)? n =

49 DOLLARS SPENT - DOWNTOWN SERVICES Amount Spent in a Typical Week Wave I (2006) vs Wave II (2008) 100% 80% 82% 84% $4 $4 60% Per person average weekly spending remains the same 40% 20% 0% 8% 7% 3% 5% 7% 1% 1% 1% 0% 0% Do Not Spend $1 to $5 $6 to $20 $21 to $50 $51 to $100 More than $100 The % of pedestrians spending on services is 2 percentage points lower in

50 AVERAGE DOLLARS SPENT Weekly Average Expenditures Per Pedestrian RETAIL $30.99 Increase of $13 Versus 2006 Nail Nail Galleria 50

51 AVERAGE DOLLARS SPENT Weekly Average Expenditures Per Pedestrian RETAIL $30.99 Increase of $13 Versus 2006 Nail Nail Galleria FOOD / BEV $31.18 Increase of $10 Versus

52 AVERAGE DOLLARS SPENT Weekly Average Expenditures Per Pedestrian RETAIL $30.99 Increase of $13 Versus 2006 Nail Nail Galleria FOOD / BEV $31.18 Increase of $10 Versus 2006 SERVICES $4.31 No Change Versus

53 RETAIL SPENDING BY LOCATION Average Spent in a Typical Week Wave I (2006) vs Wave II (2008) $40 $30 $ $28.86 $29.12 $20 $16.65 $21.25 $16.83 $10 $0 Smithfield MS Clock MS PPG Largest spending increase seen with Smithfield pedestrians 53

54 FOOD/BEV SPENDING BY LOCATION Average Spent in a Typical Week Wave I (2006) vs Wave II (2008) $ $31.96 $34.62 $30 $28.25 $25.26 $22.16 $20 $16.56 $10 $0 Smithfield MS Clock MS PPG Similar increases seen with Smithfield & MS PPG pedestrians 54

55 SERVICES SPENDING BY LOCATION Average Spent in a Typical Week Wave I (2006) vs Wave II (2008) $8 $ $6.41 $6 $5 $5.21 $4.24 $4.90 $4 $3 $2.38 $2 $1 $0 $1.30 Smithfield MS Clock MS PPG Largest spending increase seen with Smithfield pedestrians MS PPG pedestrians spend less (- $4) in

56 SPENDING SUMMARY BY LOCATION Average Spent in a Typical Week $80 $70 $60 $50 $40 $30 $67 $66 $66 $5 $5 $2 $28 $32 $35 Average Spent Per Category Per Week Retail = $31 Food = $31 Services = $4 $20 $10 $34 $29 $29 Average Total Spent Per Week $66 $0 Smithfield MS Clock MS PPG Retail Food & Bev Services Average weekly per pedestrian spending is higher: + $19 (2006 = $47, 2008 = $66) 56

57 SPENDING BY TYPE OF PEDESTRIAN Average Spent in a Typical Week $160 $140 $120 $100 $80 $60 $40 $20 $0 $66 $134 $71 $69 $60 $41 $41 $11 $69 $4 $4 $12 $6 $34 $28 $2 $2 $54 $55 $26 $18 $31 $26 $13 $21 Resident Shopping Work Student Business Special Visit Retail Food & Bev Services Average Spent Per Category Per Week Retail = $31 Food = $31 Services = $4 Average Total Spent Per Week $66 Residents spend twice as much per week ($134 vs $66) in Downtown than others. Resident spending up $20 per week (average) compared to 2006 ($114 vs $134). 57

58 SPENDING BY TYPE OF PEDESTRIAN Average Spent in a Typical Week $160 $140 $120 $100 $80 $60 $40 $20 $0 $134 $71 $69 $60 $41 $41 $11 $69 $54 $114 $60 $46 $35 $46 $36 $4 $12 $55 $4 $ Comparison $6 $28 $31 $26 $2 $26 $13 $2 $18 $21 Resident Shopping Work Student Business Special Visit Retail Food & Bev Services Average Spent Per Category Per Week Retail = $31 Food = $31 Services = $4 Average Total Spent Per Week $66 Residents spend twice as much per week ($134 vs $66) in Downtown than others. Resident spending up $20 per week (average) compared to 2006 ($114 vs $134). 58

59 AWARENESS & PERCEPTIONS of PDP 63

60 PEDESTRIAN AWARENESS OF PDP No 33% Yes 67% HIGHER AWARENESS PDP awareness is 7 percentage points higher than in 2006 (67% versus 60% in 06) Q10. Have you heard of an organization called Pittsburgh Downtown Partnership, also known as PDP? n =

61 PDP AWARENESS BY LOCATION 100% Overall 2006 = 60% Overall 2008 = 67% 80% 71% % of Respondents 60% 40% 57% 50% 66% 64% 65% 20% 0% MS Clock MS PPG Smithfield Overall awareness of PDP rose to 67% from 60% in 2006 Market Square pedestrians are most aware of PDP 65

62 PDP AWARENESS BY PURPOSE OF VISIT 100% % of Respondents 80% 60% 40% 71% 75% 58% 65% 50% % 59% 57% 57% 40% Overall 2006 = 60% Overall 2008 = 67% 32% 47% 20% 0% Work Resident Business Special Visit Shopping Student Awareness varies by 28 percentage points by pedestrian type. Residents and Downtown workers are most aware of PDP. Awareness with students remains low but has risen sharply since

63 PDP AWARENESS BY PASS FREQUENCY 100% % of Respondents 80% 60% 40% 66% 77% 76% 62% 62% Pedestrians walking more regularly or often in Downtown tend to be more familiar with PDP 65% 65% 63% 63% 56% 32% 52% 20% 0% More Once a Day Once a Week Once a Day Few Times Week 1-3 Times Month Less Once a Month 67

64 PDP AWARENESS BY DEMOGRAPHIC GROUP AGE GROUP INCOME % of Respondents 100% 80% 60% 40% 20% 40% 66% 69% 73% 74% 65% 83% % of Respondents 100% 80% 60% 40% 20% 60% 75% 65% 65% 74% 0% < % <25K 25-49K 50-74K 75-99K 100K + Although awareness has risen with young people since 2006, they still are less aware than older cohorts Lower income pedestrians are less aware % of Respondents 100% 80% 60% 40% 20% 68% GENDER 66% Virtually no difference by gender 0% Male Female 68

65 PDP s IDENTITY Wave I (2006) vs Wave II (2008) Cleaning Cleaning Develop/Improve Develop/Improve Downtown Downtown Civic Civic Group/Local Group/Local Businesses Businesses Don't Don't Know Know Yellow Yellow Jackets/Signs Jackets/Signs City City Events/Entertainment Events/Entertainment Helping Helping People People Promote Promote Downtown Downtown Ads/Weekly Ads/Weekly Communications Communications Work Work Safety Safety / / Security Security Poor Poor Job Job 2% 2% 2% 1% 2% 1% 1% 1% 1% 1% 9% 9% 10% 10% 9% 8% 9% 8% 4% 4% 6% 6% 5% 5% 6% 6% 3% 3% 6% 6% 6% 6% 3% 3% 3% 3% % 20% 18% 18% 26% 26% 29% 29% Like 2006, Cleaning up and Developing Downtown account for almost half of all responses Events/Entertainment include: Light Up Night, Free Wireless, Cultural District, etc. Helping People rises 3 percentage points in % 0% 10% 10% 20% 20% 30% 30% 40% 40% Q11. When I say Pittsburgh Downtown Partnership or PDP, what is the first thing that comes to mind? n = 255 Q11 is a multiple response question. 255 people provided 270 answers. The above chart reflects the % of people mentioning each response. 69

66 OVERALL IMPRESSION OF PDP Wave I (2006) vs Wave II (2008) Good/Favorable/Positive Good/Favorable/Positive Neutral/OK Neutral/OK Great/Excellent Great/Excellent Trying Trying to to do do a a Good Good Job Job Very Very Good Good Negative/Poor Negative/Poor Other Other 9% 9% 8% 8% 5% 5% 6% 6% 4% 4% 4% 4% 6% 6% 6% 6% 5% 5% 3% 3% 5% 5% 1% 1% Mixed Mixed 1% 1% Needs Needs More More $ $ / / Advertising Advertising 3% 3% 1% 1% Could Could Do Do More More 3% 3% % 1% Q12. Based on your knowledge and awareness of PDP, please tell me your overall impression of this organization. n = Don t Know responses are not included on the total. 59% 59% 69% 69% Pedestrian impressions of PDP have improved 2006 Positive vs Positive 74% 85% Good/Favorable/Positive impressions have risen 10 percentage points since 2006 Negative/Poor impressions have dropped 2 percentage points since % 0% 10% 10% 20% 20% 30% 30% 40% 40% 50% 50% 60% 60% 70% 70% 80% 80% 70

67 PERCEPTIONS of MARKET SQUARE 71

68 MARKET SQUARE IDENTITY Food/Drink Food/Drink establishments establishments Pigeons Pigeons Homeless Homeless People/"Riff-Raff" People/"Riff-Raff" Entertainment/Events Entertainment/Events Lots Lots of of People People Social Social Gathering Gathering Businesses/Shops Businesses/Shops Improvement/Renovation Improvement/Renovation PPG PPG Drugs Drugs (Drugees/Dealers) (Drugees/Dealers) Dirty Dirty Outdoor Outdoor setting setting It's It's Bad Bad (Especially (Especially At At Night) Night) Farmers Farmers Market Market City/Downtown City/Downtown Cobblestone Cobblestone streets streets 9.6% 9.6% 8.3% 8.3% 7.6% 7.6% 5.8% 5.8% 4.3% 4.3% 3.0% 3.0% 2.8% 2.8% 2.8% 2.8% 2.5% 2.5% 2.5% 2.5% 2.3% 2.3% 2.0% 2.0% 2.0% 2.0% 1.5% 1.5% 1.3% 1.3% 25.5% 25.5% Top Mentions include: The Oyster House Primanti Bros. Starbuck s Dunkin Donuts 1902 Tavern Moe s 0% 0% 5% 5% 10% 10% 15% 15% 20% 20% 25% 25% 30% 30% Q4. When I say Market Square, what is the first thing that comes to mind? n = 397 Q4 is a multiple response question. 397 people provided 435 answers. The above chart reflects the % of people mentioning each category. 72

69 COMPARISON OF MARKET SQUARE IDENTITY Wave I (2006) vs. Wave II (2008) Eating/Drinking Eating/Drinking establishments establishments Pigeons Pigeons Homeless Homeless People/"Riff-Raff" People/"Riff-Raff" Entertainment/Events Entertainment/Events Lots Lots of of People People Social Social Gathering Gathering Businesses/Shops Businesses/Shops Improvement/Renovation Improvement/Renovation PPG PPG Drugs Drugs (Drugees/Dealers) (Drugees/Dealers) Dirty Dirty Outdoor Outdoor setting setting It's It's Bad Bad (Especially (Especially At At Night) Night) Farmers Farmers Market Market Square/City Square/City Square Square Always Always something something going going on on 9.6% 9.6% 8.3% 8.3% 7.6% 7.6% 5.8% 5.8% 4.3% 4.3% 3.0% 3.0% 2.8% 2.8% 2.8% 2.8% 2.5% 2.5% Top 12 Responses in % 2.5% 2.3% 2.3% 2.0% 2.0% 2.0% 2.0% 1.5% 1.5% 1.3% 1.3% Overall perceptions are improving based on the 2006/2008 comparison. 25.5% 25.5% The positive identity change is driven by stronger associations with Food/Drink establishments & Entertainment/Events and weaker associations with Drugs, Dirty, and Homeless/Riff Raff. 1. Homeless people/ Riff Raff 14% 7. Nice I like it 8% 2. Dirty 10% 8. Businesses/Shops 7% 3. Food/Drink establishments 10% 9. Pigeons 6% 4. Historic area 10% 10. Social gathering 6% 5. Drugs (users & dealers) 9% 11. Always something going on 4% 6. it s bad (especially at night) 8% 12. Farmers Market 2% 0% 0% 5% 5% 10% 10% 15% 15% 20% 20% 25% 25% 30% 30% Q4. When I say Market Square, what is the first thing that comes to mind? n = 397 Q4 is a multiple response question. 397 people provided 435 answers. The above chart reflects the % of people mentioning each category. 73

70 OTHER PERCEPTIONS - MARKET SQUARE SINGLE MENTIONS Response N cobblestone streets 5 place to sit 5 comfortable 4 peaceful/place to relax 4 GC Murphy 4 leisure time 4 work 4 Nice - I Like It 3 center of town 3 area down the street 3 Party 3 The old Market Square 3 okay/could be nicer 3 shortcut 2 trees 2 Not what it used to be 2 Women 2 Don't Know 2 Nothing 1 police crazy group mancini bakery froggies traffic chicken, George Aikens restaurant more places to go ciao baby, former restaurant small little area Crazy Mocha zombies after 2pm this place good variety of stuff incline card game too hard to get around for senior citizens DA running us out, closing black persons shops down hair salon NYC stage market hang up cultural The point Miss Donahne's which plan was implemented einstein's bagel shop transition bakery parking no bus chess money fountain Q4. When I say Market Square, what is the first thing that comes to mind? 74

71 PERCEIVED CHANGES IN MARKET SQUARE Don't Know 5% Neither 9% Over two-thirds of pedestrians say Market Square is changing for the better Worse 17% Better 69% Who is more likely to say better? Students, People on business visit Downtown residents No difference by gender Virtually no difference by income Q5. In your opinion, has Market Square changed for the better or for the worse? n =

72 % SAYING MARKET SQUARE IS CHANGING FOR THE BETTER AGE GROUP INCOME % of Respondents 100% 75% 50% 25% 70% 71% 69% 68% 67% 88% 66% % of Respondents 100% 75% 50% 25% 30% 70% 32% 67% 19% 73% 9% 68% 10% 71% % < % <25K 25-49K 50-74K 75-99K 100K + GENDER TIME OF DAY % of Respondents 100% 75% 50% 25% 71% 47% 68% % of Respondents 100% 75% 50% 25% 72% 71% 70% 61% 0% Male Female 0% 7:00-9:59 AM 10:00-1:59 PM 2:00-4:59 PM 5:00-7:00 PM Overall (all pedestrians surveyed)= 69% Those interviewed in the evening (after 5 PM) are less likely to say the change is for the better. Little difference by demographic segments. 76

73 REASONS MARKET SQUARE IS BETTER NOW It It is is Cleaner Cleaner New New stores/businesses stores/businesses More More activities/entertainment activities/entertainment Less Less riff riff raff raff New New restaurants restaurants Better Better appearance appearance More More police/security police/security Renovations Renovations No No buses buses Nice Nice sitting/eating/walking/family sitting/eating/walking/family area area More More People People Control Control of of alcohol alcohol and and drugs drugs Mus Mus ic ic Farmer's Farmer's Market Market 6.1% 6.1% 6.1% 5.3% 5.0% 3.8% 3.4% 2.3% 2.3% 9.9% 9.2% 9.1% 13.7% Other Responses N It's a work in progress 6 Has improved some 6 Closed bars 5 Friendlier 5 Dunkin Donuts 4 Nicer atmosphere 4 Not as many pigeons 3 Less traffic 2 Parking 2 YMCA coming 2 Don't know 2 It can't get any worse 1 Nothing % 0% 0% 5% 5% 10% 10% 15% 15% 20% 20% 25% 25% 30% 30% Q6. Why is Market Square better now? n = 262 Q6 is a multiple response question. 262 people provided 338 answers. The above chart reflects the % of people mentioning each category. 77

74 REASONS MARKET SQUARE IS WORSE NOW Riff Riff raff raff 37.5% Alcohol Alcohol and and drugs drugs Other Other Not Not much much going going on on Closing Closing of of stores/less stores/less shopping shopping Unsafe Unsafe Going Going downhill downhill Dirty Dirty Traffic Traffic 9.4% 9.4% 7.8% 6.3% 6.3% 4.7% 3.1% 20.3% it is cleaner but needs more cleaning need to improve the pavements not the restaurant they used to have overall appearance is worse It has become a place for tourists (too much) crowded (people) buses have stopped 0% 0% 5% 5% 10% 10% 15% 15% 20% 20% 25% 25% 30% 30% 35% 35% 40% 40% Q6. Why is Market Square worse now? n = 64 Q6 is a multiple response question. 64 people provided 68 answers. The above chart reflects the % of people mentioning each category. 78

75 Concerts/Music Concerts/Music Farmer's Farmer's Market/market Market/market Entertainment/events Entertainment/events Food/restaurants Food/restaurants Park-like/green Park-like/green space space Outdoor Outdoor tables, tables, seating seating Shopping Shopping (more, (more, diverse) diverse) Renovation/development/building Renovation/development/building Keep Keep it it clean clean Keep Keep doing doing what what they're they're doing doing Arts Arts festival festival More More police/security police/security Stage Stage activities activities Oyster Oyster House House New New businesses businesses MARKET SQUARE ASSETS Activities/Features Pedestrians Want to Keep in Market Square 35.1% 18.7% 10.2% 9.6% 6.2% 5.9% 5.1% 3.7% 2.8% 2.8% 2.5% 2.5% 2.3% 2.3% 2.3% 0% 0% 5% 5% 10% 10% 15% 15% 20% 20% 25% 25% 30% 30% 35% 35% 40% 40% Q7. What current aspects, activities, or features of market Square do you want to see continue? n = 353 Q7 is a multiple response question. 353 people provided 557 answers. The above chart reflects the % of people mentioning each category. 79

76 OTHER ASSETS OF MARKET SQUARE Other Responses N Keep buses out 7 Rallies 6 Nice places to socialize 6 No opinion/don't know 6 Less riff-raff 5 Friday events, incl. Stay & Play 5 Appearance 5 More activities 5 Jenny Lee Bakery 5 Light Up Night 4 Primanti's 4 People traffic 4 Vendors 4 Outdoor food 3 Ice rink 3 Moe's 3 Religious activities 3 Movie theaters 3 Outdoor activities 2 Security 2 Historic aspect 2 Dunkin' Donuts 2 Cultural events 2 Cobblestones 2 Starbucks 2 St. Patrick's Day 2 Apartments 2 Limit traffic 2 Pigeons 2 Diversity 2 SINGLE MENTIONS mood atmosphere Stable area put in a fountain coffee shop some transportation bars wine cheese place PPG building it is pickup spot stuff for kids open all cafes the more the better more engaging, more sitting, walking allow skate boarding more services pleasant experience freedom to drink outside close proximity change everything ice cream parades outreach bring back former stores organization spaghetti breakfast showcase things town meetings bring Hillary back again something free public speaking forum spaghetti dinner right after work happy hour preserve what is here stops drugs specialty dinner updates waiting on restaurant corner it is alive kids event promotional activities extended business hours Health issues Nicholas Coffee YMCA 1st night Lighted areas 2 Q7. What current aspects, activities, or features of market Square do you want to see continue? n =

77 MARKET SQUARE LIABILITIES Aspects of Market Square Pedestrians Want to Eliminate or Change Riff-raff Riff-raff Nothing Nothing Dirt Dirt / / trash trash Other Other Traffic/cars Traffic/cars Drug Drug dealing dealing Criminal Criminal environment environment Pigeons Pigeons Streets Streets / / Sidewalks Sidewalks Construction Construction Religious Religious rallies rallies New New stores stores No No buses buses Entertainment Entertainment 15.0% 10.5% 9.7% 8.6% 6.0% 5.9% 4.5% 3.7% 3.0% 2.2% 1.9% 1.9% 1.9% More police are wanted Fix the streets & sidewalks Bring back the old stores Bring back the buses 30.7% Add more benches as opposed to chair bakery balance local business, don't use only chains change some of the store fronts client control the environment drama fish market fix it up gathering place get built up more less punks/thugs less people maintain buses detoured more activity more of what they are doing movie theatres new restaurant night club No pay phones parking rates some rallies taxes the prices off everything lower wish it was bigger 0% 0% 5% 5% 10% 10% 15% 15% 20% 20% 25% 25% 30% 30% 35% 35% 40% 40% Q8. What current aspects, activities or features of Market Square do you want to see discontinued or changed? n = 267 Q8 is a multiple response question. 267 people provided 330 answers. The above chart reflects the % of people mentioning each category. 81

78 OTHER LIABILITIES OF MARKET SQUARE SINGLE MENTIONS Other Responses N Ban on smoking 4 (lack of) retail shopping 4 extend business hours 4 Bars 4 Food 4 More parking 4 Empty buildings 3 Political rallies 3 Homeless programs 3 dark (better lighting) 3 Tables and chairs 2 Add more benches as opposed to chair bakery balance local business, don't use only chains change some of the store fronts client control the environment drama fish market fix it up gathering place get built up more Less punks/thugs less people maintain buses detoured more activity more of what they are doing movie theatres new restaurant night club No pay phones parking rates some rallies taxes the prices off everything lower wish it was bigger Q8. What current aspects, activities or features of Market Square do you want to see discontinued or changed? n =

79 VISITING MARKET SQUARE MORE OFTEN Nothing Nothing Music/concerts Music/concerts Entertainment/events Entertainment/events New/different New/different types types of of restaurants restaurants More More variety variety of of shopping shopping Improved Improved safety safety Clean Clean it it up up Eliminate Eliminate the the riff-raff riff-raff Cheaper/discounts/free Cheaper/discounts/free More More activities activities More More information information available available Better Better parking parking Make Make it it more more of of a a park/greenery park/greenery Easier Easier to to get get there/public there/public transportation transportation Markets/stands Markets/stands Motivation for Pedestrians to Visit Market Square 12.3% 10.0% 9.7% 9.2% 8.6% 6.9% 5.4% 3.7% 3.2% 3.2% 2.9% 2.6% 2.3% 2.0% 2.0% 0% 0% 5% 5% 10% 10% 15% 15% Q9. What would motivate or compel you to come to Market Square more often? n = 349 Q9 is a multiple response question. 349 people provided 380 answers. The above chart reflects the % of people mentioning each category. 83

80 OTHER MOTIVATING FACTORS Motivation for Pedestrians to Visit Market Square Other Responses N Extend hours of operation 6 No car traffic - pedestrian only 6 Cultural events 6 More nightlife 6 Family activities 5 More places to sit 4 Oyster House 3 More outdoor activities 3 Sports rallies 3 Climate control/weather 3 Fewer pigeons 2 Primanti Brothers 2 Happy hour 2 Ice skating 2 More places to visit 2 More weekend activities 2 Movie theater 2 Speakers 2 SINGLE MENTIONS mass - St Mary's add large ashtrays on every corner chess match more personal time and weather condition needs spruced up, outdoor tables with roof nicer traffic pattern Pittsburgh needs to attract new businesses place to browse try to integrate services to people variety of people keep Nicholas coffee and 1902 burger king Fix Forbes Avenue up improve evening and daytime environment interesting arena in winter keep local businesses, no chains keep making good changes meet friends more often more personal work business more well known people and celebrities national city bank no jobs in the square, employment other people from Pittsburgh to join her rocking chairs women youth activities that you want Q9. What would motivate or compel you to come to Market Square more often? n =

81 SUMMARY OF KEY FINDINGS 85

82 PEDESTRIAN TRAFFIC SUMMARY 6 Downtown locations were studied across a 3 day period (TH, FRI, SAT) in late September. The study time period & locations mirrored the 2006 study. Pedestrian counting was conducted from 7:00 AM to 7:00 PM. 95,130 pedestrians were counted in total - a 4% increase over the comparable number in of the 6 locations had higher counts in th Ave. was lower, Smithfield notably higher. Like 2006, the traffic volume pattern follows the traditional rush hour peaks: 7:30-9:00 AM, Lunch Hour, and 4:30-5:30 PM. Saturday traffic is less than one-third of weekday traffic and does not follow typical rush hour peaks. 5,300 pedestrians (per day average) pass locations within the 12 hour time frame. Average counts by location range from a high of 10,600 per day on Smithfield to a low of 1,700 at the Market Square Clock. The relative volume (share of total traffic by location) is almost identical to volume or share in Smithfield accounts for about one-third of all traffic counted in 2008, as it did in The other 5 locations also have very similar shares of total traffic in 2006 and

83 SUMMARY OF SURVEY FINDINGS Nearly 60% of pedestrians surveyed were Downtown for work. Another 25% were either shopping or making a special visit (theater, dining, etc.). Total average spending in Downtown has increased from $47 per person per week (2006) to $66 in Weekly RETAIL spending = $31 ( + $13 versus 2006) Weekly FOOD/BEV = $31 ( + $10 versus 2006) Weekly SERVICES = $4 (same as 2006) Downtown residents, workers, and shoppers spend the most per week than other pedestrian groups. Residents spend the most ($134 per week) and have increased their average per person spending by 18% compared to The overall perception of Market Square is improving. Some of the same negative associations cited in 2006 still exist, but they have become less prominent and given way to more positive perceptions. Awareness of PDP is high Nearly 7 in 10 said they were aware of PDP. Awareness has risen from 60% (2006) to 67% (2008). Impressions of PDP have improved: 74% positive in 2006 versus 85% in