Nearly one year ago, the Carlsbad Redevelopment Agency hired the Community Land Use and Economics (CLUE) Group to complete a retail market analysis and business development strategy for the Village Redevelopment Area. The study focuses on the retail dynamics with the Village. Who are the Village customers? Do people like what is available from a retail standpoint? What else is needed? What is missing? What businesses should be recruited? Who should be encouraged to grow their existing business? Why do we need to do anything to change the retail dynamics?
The CLUE Group is nearing completion of its research and will soon have some recommendations. It is anticipated that written reports will be complete by the end of June, 2006. A presentation of this material combined with a feedback session will be held with the Chamber's Village Enhancement Committee on July 10, 2006.
To date, the CLUE Group has completed several surveys. A consumer intercept survey was conducted over the course of one week. A total of 401 intercept survey samples were collected. An online random sample survey of Carlsbad residents was completed in March with 325 responses. A volunteer survey of interested persons was also completed in March with 157 responses. The CLUE Group felt very good about the number of responses and felt they indicated a strong demonstration of interest in the future of the Carlsbad Village.
Analysis of the survey information is ongoing. However, the CLUE Group has indicated in a recent project summary that several key themes have emerged from the survey information reviewed to date. These themes were:
? Village visitors are slightly younger and more affluent than the overall population.
? There are significant unrealized opportunities to provide a broader range of goods and services for Village workers.
? Carlsbad as a whole appears to be experiencing sales leakages in a few specific areas, such as books and office supplies. This might be a retail opportunity for the Village.
? Retail performance is being stymied by the limited store hours currently available in the Village.
? People who visit the Village generally have positive impression of the area's physical appearance, its cleanliness, its safety, the customer service its businesses offer, and its festivals and special events.
? The variety of goods and services available and prices for value received were some of the topics related to more negative comments.
? More men than women report dining out in the Village.
? More women than men visit the farmers' market.
? Women had slightly more negative impressions than men.
? Local residents have a slightly more positive overall impression than visitors.
? People who work downtown have a slightly more positive overall impression than people who work elsewhere.
The data of public perceptions will help to craft a marketing and promotional strategy for the Village. The above is a sample of the type of information that will be provided from the retail analysis. The CLUE Group will develop several market-based strategies and provide recommendations on how to proceed with efforts to continue to revitalize the Village Area.
If you have any questions regarding the subject retail analysis, please contact Debbie Fountain, Housing and Redevelopment Director for the City of Carlsbad at (760) 434-2815.
The CLUE Group is nearing completion of its research and will soon have some recommendations. It is anticipated that written reports will be complete by the end of June, 2006. A presentation of this material combined with a feedback session will be held with the Chamber's Village Enhancement Committee on July 10, 2006.
To date, the CLUE Group has completed several surveys. A consumer intercept survey was conducted over the course of one week. A total of 401 intercept survey samples were collected. An online random sample survey of Carlsbad residents was completed in March with 325 responses. A volunteer survey of interested persons was also completed in March with 157 responses. The CLUE Group felt very good about the number of responses and felt they indicated a strong demonstration of interest in the future of the Carlsbad Village.
Analysis of the survey information is ongoing. However, the CLUE Group has indicated in a recent project summary that several key themes have emerged from the survey information reviewed to date. These themes were:
? Village visitors are slightly younger and more affluent than the overall population.
? There are significant unrealized opportunities to provide a broader range of goods and services for Village workers.
? Carlsbad as a whole appears to be experiencing sales leakages in a few specific areas, such as books and office supplies. This might be a retail opportunity for the Village.
? Retail performance is being stymied by the limited store hours currently available in the Village.
? People who visit the Village generally have positive impression of the area's physical appearance, its cleanliness, its safety, the customer service its businesses offer, and its festivals and special events.
? The variety of goods and services available and prices for value received were some of the topics related to more negative comments.
? More men than women report dining out in the Village.
? More women than men visit the farmers' market.
? Women had slightly more negative impressions than men.
? Local residents have a slightly more positive overall impression than visitors.
? People who work downtown have a slightly more positive overall impression than people who work elsewhere.
The data of public perceptions will help to craft a marketing and promotional strategy for the Village. The above is a sample of the type of information that will be provided from the retail analysis. The CLUE Group will develop several market-based strategies and provide recommendations on how to proceed with efforts to continue to revitalize the Village Area.
If you have any questions regarding the subject retail analysis, please contact Debbie Fountain, Housing and Redevelopment Director for the City of Carlsbad at (760) 434-2815.