City of Milan civic satisfaction survey Tolan Square results 2016

1. Big Buck Research
& Analytics
City of Milan
Civic Satisfaction Study

2. 2
Purpose
Goal OutcomeApproach
• Differentiate
dissatisfaction with
street closure and
satisfaction with town
square itself, events,
and activities
• Gauge social,
cultural, and financial
impact on community
• Recommend go/no-go
• Identify nay-sayers
• Propose
communication
strategy targeting
nay-sayers
• Propose other
improvements to
enhance square
• Determine whether
investment into
permanent structure
will benefit community
• Understand risks
associated with
permanent structure

3. 3
Methodology
Online
Survey
Depth
Interviews
Survey
Sample
• Milan and greater
Milan area residents
and business
representatives
• When both resident
and business,
respondent takes
business-oriented
version
• Face-to-face
interviews with
downtown business
representatives to
probe deeper
concerns, sensitive
topics (financial
impact), etc.
• Fielded Mar 23-Apr 28
• Dissemination through
mail, social media, e-
newsletter
• Alternative phone
survey collected from
elderly and those
without internet
• n= 385 respondents

4. 4
Satisfaction
Participation
Impact
Recommendations
Findings

5. Satisfaction
5

6. 5.5 4.9
10.9
15.3
7.0
24.7
9.4
22.3
0
5
10
15
20
25
30
Idon'trecall
Never
Rarely
Lessthanonceaweek
Onceaweek
Everycoupleofdays
Onceaday
Severaltimesaday
6
Tolan Street Activity
Q: Please enter the typical destination(s) you were driving to when you used to drive
through Tolan Street.
Q: Before it was converted to Tolan Square, how frequently did you drive through Tolan Street?
Top Pre-Closure Destinations
• School (109)
• Residence (96)
• Business (39)
• Church (37)
• Pizza (32)
• Parking Lot (28)
Pre-Closure Drive Through Frequency (%)

7. • On a 0 to 10 scale, where 10 indicates
extreme dissatisfaction, we find that
most are not dissatisfied
• No statistical difference between
• Milan voters/non-voters
• Persons/businesses
• Monroe/Washtenaw
• There are, however, diffs between:
• Respondents transporting children to
school and everyone else
• Age groups
• Tolan street drive-through frequency
7
Dissatisfaction with Street Closure
Q: In general, how dissatisfied are you with the conversion of Tolan Street to Tolan Square on a scale from 0 to 10, where 10 indicates extreme dissatisfaction and 0 indicates not dissatisfied at all?

8. 8
Dissatisfaction with Street Closure
Q: In general, how dissatisfied are you with the conversion of Tolan Street to Tolan Square on a scale from 0 to 10, where 10 indicates extreme dissatisfaction and 0 indicates not dissatisfied at all?
Respondents Transporting
Children to School Everyone Else

9. 9
Dissatisfaction with Street Closure
Q: In general, how dissatisfied are you with the conversion of Tolan Street to Tolan Square on a scale from 0 to 10, where 10 indicates extreme dissatisfaction and 0 indicates not dissatisfied at all?
• Residents ages 46-64 are
statistically more dissatisfied
with the street closure than
everyone else
• (There is no difference across
ages among business
respondents)

10. 0
1
2
3
4
5
6
7
8
9
10
Never Rarely Occasionally, but less
than once a week
Once a week Every couple of days Once a day Several times a day
AverageDissatisfactionwithClosure
Tolan Street Drive-Through Frequency
10
Dissatisfaction with Street Closure
Q: In general, how dissatisfied are you with the conversion of Tolan Street to Tolan Square on a scale from 0 to 10, where 10 indicates extreme dissatisfaction and 0 indicates not dissatisfied at all?
Extremely
Dissatisfied
Not Dissatisfied
at All

11. 11
Dissatisfaction with Street Closure
Q: In general, how dissatisfied are you with the conversion of Tolan Street to Tolan Square on a scale from 0 to 10, where 10 indicates extreme dissatisfaction and 0 indicates not dissatisfied at all?
Q: Please mark the features and events in which you participated in or attended. (Check all that apply.)
• Greater participation in square
features & events decreases
dissatisfaction with the
conversion of Tolan Street into
Tolan Square

12. • On a 0 to 10 scale, where 10
indicates extreme satisfaction, we
find that the community skews
toward satisfaction
• There is no statistical difference
between residents & businesses,
between Monroe & Washtenaw
county respondents, or between
those transporting children to
school and everyone else
12
Satisfaction with Tolan Square
Q: In general, how satisfied are you with Tolan Square on a scale from 0 to 10, where 0 indicates extreme dissatisfaction and 10 indicates extreme satisfaction?
Extremely
Satisfied
Extremely
Dissatisfied

13. 13
Triangulating Satisfaction
Q: On a scale of 0 to 10, where 0 indicates extremely unlikely and 10 indicates extremely likely, how likely are you to recommend Tolan Square or Tolan Square events to people that you know outside the community?
• What’s known as “the ultimate
question” is the universally-
accepted measure of
commitment/loyalty in the market
research field
• This covert measure of satisfaction
finds similar results as the explicit
satisfaction question
Extremely
Loyal
Extremely
Disloyal

14. 14
Triangulating Satisfaction
Q: On a scale of 0 to 10 where 0 indicates extremely unlikely and 10 indicates extremely likely, how likely are you to attend or participate in Tolan Square events in the future?
• A third measure of satisfaction,
participation intent, reveals 44.5%
of respondents have strong
intentions to participate in future
events
• (Based on % of respondents rating
item >=8 on 0 to 10 scale)
44.5%

15. • A fourth measure of satisfaction
reveals 43.8% of respondents
strongly agree Tolan Square
benefits the community
• (Based on % of respondents rating
item >=8 on 0 to 10 scale)
15
Triangulating Satisfaction
Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme disagreement and 10 indicates extreme agreement: Tolan Square benefits the community.
43.8%

16. • A fifth measure of satisfaction
reveals 32.4% of respondents
strongly agree Tolan Square meets
expectations of a town square
• (Based on % of respondents rating
item >=8 on 0 to 10 scale)
16
Triangulating Satisfaction
Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme disagreement and 10 indicates extreme agreement: So far, Tolan Square has met my expectations of a town square.
32.4%

17. 27.6
32.4
33.1
37.7
43.8
44.5
0 5 10 15 20 25 30 35 40 45 50
Dissatisfaction with Conversion
Meets Expectations of a Town Square
Likelihood to Recommend
Satisfaction with Square
Community Benefit Agreement
Intent to Participate in Future Events
% Ratings >=8 on 0 to 10 Scale
17
Net Satisfaction

18. 18
Satisfaction Summary
Street Closure
Dissatisfaction
Net SatisfactionTolan Square
Satisfaction
• Five different
measures of
satisfaction yield
consistent results
• All measures of
satisfaction with the
square outweigh
dissatisfaction with
the street closure
• This difference is
statistically significant
• Dissatisfaction skews
toward certain age
groups and
respondents
transporting children
to school
• Dissatisfaction with
closure declines with
event attendance

19. Participation
19

20. 43.4
45.2
55.3
64.4
78.2
80.8
81.3
92.5
94.0
0 10 20 30 40 50 60 70 80 90 100
Halloween Movies
Geocaching Day
Spring Clean Up Refreshment Area
Live Music
Coffee Off
Christmas Parade Marketplace
Picnic Area
Let's Chill Artisan Tent
Farmer's Market
20
Awareness of Square Events
Q: Following is a list of features and events that have taken place at Tolan Square in the past 9 months. Please mark those that you are aware of. Check all that apply.

21. 5.2
6.8
10.1
16.9
17.4
19.0
29.9
31.9
34.3
0 10 20 30 40 50 60 70 80 90 100
Geocaching Day
Halloween Movies
Spring Clean Up Refreshment Area
Live Music
Picnic Area
Coffee Off
Christmas Parade Marketplace
Let's Chill Artisan Tent
Farmer's Market
21
Participation in Square Events
Q: Please mark the features and events in which you participated in or attended. Check all that apply.

22. 0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
Coffee Off Farmers Market GeoCaching Xmas Parade Mkt
Place
Let's Chill Tent Halloween
Movies
Picnic Area Live Music Spring Clean
Refreshment
Area
Square Participation Comparison
Transports Child(ren) to School Everyone Else
22
Participation in Square Events
Q: Please mark the features and events in which you participated in or attended. Check all that apply.
Base: Respondents who transport child(ren) to school.

23. 35.4
40.8
53.2
53.3
54.9
56.1
56.7
58.2
62.3
0 10 20 30 40 50 60 70 80 90 100
Geocaching Day
Halloween Movies
Farmer's Market
Spring Clean Up Refreshment Area
Picnic Area
Live Music
Christmas Parade Marketplace
Coffee Off
Let's Chill Artisan Tent
% Ratings >=8 on 0 to 10 Scale
23
Satisfaction with Square Events
Q: Of the following features and events that have taken place at Tolan Square, please describe your level of satisfaction with each item on a scale from 0 to 10, where 0 indicates extreme dissatisfaction and 10
indicates extreme satisfaction. If you have not attended or participated in the event or feature, please leave the item blank.

24. • Besides a measure of satisfaction,
this measure suggests long-term
viability of the square is promising
• 44.5% of respondents strongly
plan to participate in future Tolan
Square events
24
Future Participation Intent
Q: On a scale of 0 to 10 where 0 indicates extremely unlikely and 10 indicates extremely likely, how likely are you to attend or participate in Tolan Square events in the future?
44.5%

25. 25
Event Participation Summary
Awareness OutlookEvents
• More than half of
respondents are
strongly satisfied with
7 of the 9
features/events
evaluated
• Prevalence of strong
satisfaction is high on
most events
• Participation intent in
future events is also
very strong
• Awareness of most
events is quite high
• Yet, nay-sayers
suggest more event
advertising would
increase satisfaction
with the square

26. Impact
26

27. 27
Financial Impact
Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme disagreement and 10
indicates extreme agreement: Tolan Square benefits local businesses. (Base: All respondents)
Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme
disagreement and 10 indicates extreme agreement: The conversion of Tolan Street to
Tolan Square has financially benefited my business. (Base: Business representatives)
42.0% 15.7%

28. Base: Downtown businesses.
Source: Depth interviews. 28
Financial Impact
Base: All business representatives.
Q: Please answer the following questions on a scale from 0 to 10, where 0
indicates extreme disagreement and 10 indicates extreme agreement: I expect
my business to benefit from Tolan Square in the future.
• Most downtown Milan businesses
are not positively affected by Tolan
Square events
• Business hours not applicable
• Business types not conducive
• Impacted businesses are open on
weekends and provide retail
shopping experiences or
food/drink (not services)
• These businesses are optimistic
about future impact of square on
their business

29. Base: Downtown businesses.
Source: Depth interviews.
• Certain downtown businesses report:
• 10-15% sales lift during events
• 20-25% sales lift during major events
• Certain events especially boost these businesses:
• “When the farmer’s market turnout is low, my sales are still double that of
a typical Friday. But when the farmer’s market has a big turnout, my sales
are triple.”
• “On the day of Winterfest, my sales were 15% greater than my previous
best sales day in history!”
• “Nothing in town will create evening business but the Square.”
29
Financial Impact

30. 30
Business Access
Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme
disagreement and 10 indicates extreme agreement: Tolan Square makes it difficult for
my patrons to drive to my business. (Base: All business representatives.)
Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme
disagreement and 10 indicates extreme agreement: The conversion of Tolan Street to Tolan
Square has increased the foot traffic around my business. (Base: All business representatives.)

31. 2.6
7.5
7.7
11.5
21.7
30.1
35.0
50.7
50.8
0.0 10.0 20.0 30.0 40.0 50.0 60.0
Spring Clean Up Refreshment Area
Picnic Area
Live Music
Halloween Movies
Christmas Parade Marketplace
Let's Chill Artisan Tent
Geocaching Day
Coffee Off
Farmer's Market
31
Purchased at Square Events
Q: Please mark the features and events in which you made a purchase. Check all that apply.
Base: Respondents who attended each event.

32. • Community cohesion is important
because it is a measure of loyalty, a
necessary component of long-term
resident and business retention
• 38.4% of respondents strongly
agree Tolan Square brings the
community together
32
Community Cohesion
Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme disagreement and 10 indicates extreme agreement: Tolan Square really brings the community together.
38.4%

33. • Community culture is important
because it attracts new residents
and businesses, a necessary
component of long-term growth
• 38.3% of respondents strongly
agree Tolan Square brings the
community together
33
Community Culture
Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme disagreement and 10 indicates extreme agreement: Tolan Square has enhanced community culture.
38.3%

34. 34
Community Image
Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme
disagreement and 10 indicates extreme agreement: The conversion of Tolan Street
into Tolan Square has changed my opinion of Milan’s image.
Q: Please answer the following on a scale from 0 to 10, where 0 indicates extreme
disagreement and 10 indicates extreme agreement: I think the conversion of Tolan Street
into Tolan Square has the ability to change outsiders’ perceptions of Milan’s image.
30.7% 31.7%

35. 35
Impact Summary
Business
Commerce
Community
Culture
Community
Cohesion
• Tolan Square
has the ability
to help retain
existing
residents and
businesses
• Tolan Square
has the ability
to help attract
new residents
and businesses
• Tolan Square
has a strong,
positive financial
impact among
businesses
providing
weekend retail
shopping or
food/drink
Community
Image
• Tolan Square
has the ability
to enhance
Milan’s image
• Image is a
marketable
construct

36. Recommendations
36

37. 37
General Recommendations
Business
Composition
Marketing
Strategy
Structural
Enhancements
• Leverage community
impact of Tolan
Square in resident-
focused
communications as
well as commercial
acquisition strategies
• Milan’s downtown
business composition
lacks weekend
shopping culture that
could create
synergies with vibrant
town square events
• Traditional town
squares typically
incorporate 1 of the
following structures:
• Fountain
• Statue
• Clock Tower
• Full-Time Open-
Air Market

38. 38
Political Recommendations
Nay-Sayers Events to Boost
Businesses
Communication
Preferences
• Both child-
transporters and
those aged 46-64
prefer to be
communicated with
through facebook and
postal mail
• Mid-week events
could have impact on
certain local
businesses
• Increased kid-
oriented events will
likely quell
dissatisfaction with
street closure among
those inconvenienced
in transporting
children to school

39. General Ideas
• More Events
• More Advertising of Events
• Expand to Main Street Curb
• Better Parking
• Shade / Umbrellas
• Fountain
• Change Back, but Close for Events
• Change Trash Cans / Clean-Up
Specific Events
• Little Italy Night
• Craft Shows
• Local Art/Authors
• Kid’s Dog Show
• BBQ Party
• Kid’s Events
• Better Farmer’s Market
• Food Trucks 39
Suggestions to Increase Satisfaction
Q: Please enter any idea(s) that you may have for additional features or events that would increase your satisfaction with Tolan Square.