Newberg Downtown Market Analysis

AMARKETRESEARCHPROJECT TOIDENTIFYNEWRETAILOPPORTUNITIES FORDOWNTOWNNEWBERG
Preparedfor: DowntownNewbergCoalition MikeRagsdale,Director Preparedby: BUSN450MarketingResearchCourse GeorgeFoxUniversity E.AlanKluge,Ph.D. Professor Fall2010

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DowntownNewbergRetailStudy ConductedbyGeorgeFoxUniversity
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TABLEOFCONTENTS
PROJECTINTRODUCTIONANDOVERVIEW STUDYA.BUSINESSOWNERSSURVEY LETTEROFTRANSMITTAL EXECUTIVESUMMARY INTRODUCTION METHOD RESULTS SUMMARYOFFINDINGS LIMITATIONSOFSTUDY RECOMMENDATIONSFORFUTURESTUDY STUDYB.GEORGEFOXSTUDENTSSURVEY LETTEROFTRANSMITTAL EXECUTIVESUMMARY METHOD RESULTS CONCLUSION APPENDIXA:STUDENTSURVEYDOWNTOWNNEWBERG APPENDIXB:SURVEYRESULTS STUDYC.SHOPPERSSURVEY LETTEROFTRANSMITTAL EXECUTIVESUMMARY INTRODUCTION METHOD
5 7 8 9 11 12 13 20 21 22
23 24 25 27 29 34 35 39
47 48 49 50 51
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RESULTS CONCLUSION,LIMITATIONS,RECOMMENDATIONS APPENDIXC:DOWNTOWNNEWBERGSHOPPERSURVEY APPENDIXD:SHOPPERRESPONSESTOOPENENDEDQUESTIONS
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STUDYD.VISITORSSURVEY LETTEROFTRANSMITTAL EXECUTIVESUMMARY INTRODUCTION METHOD RESULTS CONCLUSION,LIMITATIONS,RECOMMENDATIONS APPENDIXE:VISITORSURVEY APPENDIXF:SURVEYRESULTSVISITORSANDRESIDENTS APPENDIXG:SURVEYRESULTSVISITORSONLY 73 74 75 76 76 78 86 89 91 94
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PROJECTINTRODUCTIONANDOVERVIEW
Duringthesummerof2010Dr.JustineHaigh,AssociateProfessorof Marketing,contactedMikeRagsdale,ExecutiveDirectoroftheNewberg DowntownCoalition,toexploreopportunitiesforcooperationrelatedto academicresearchandretaildevelopmentindowntownNewberg.A meetingwasheldwithmembersofthecoalition,Dr.HaighandDr.Alan Kluge,ProfessorofBusiness,todevelopaplanforstudentstoconduct marketresearch.Itwasagreedthatthefallundergraduatemarketing researchclasstaughtbyDr.Klugewouldconductsurveyresearchtohelp theNewbergDowntownCoalitionidentifyandbetterunderstandunfilled needsforretailbusinessindowntownNewberg. Theclasswasdividedintofourteamseachassignedadifferentmarket segmenttoinvestigate.Anexecutivesponsorwasassignedtoeachteam bytheDowntownNewbergCoalition,apersontoserveasamentorand resource.Thefourmarketsegmentsexaminedwere:businessowners, GeorgeFoxUniversitystudents,shoppersindowntownNewberg,and visitorstotheNewbergarea.Eachteamconductedprimarysurvey researchofitsassignedmarketsegment.Includedinthisdocumentarethe reportscompletedbyeachofthefourteams. Whileeachmarketsegmentexhibitedslightlydifferentneeds,therewere somecommonthemesthatemerged: ! Trafficandavailabilityofparkingwererecurringthemes.People foundthevolumeoftrafficthroughdowntowntobeadeterrent,as toowasthelackofconvenientparking. ! Studentsexpressedadesireforbusinessesthatremainopenlaterat night,businessesthatprovidefoodandformsofentertainment.
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! Thegreatestdemandfordiningwasforfamilystylerestaurants. Whilepeopledidnotappeartosupportbringingadditionalfastfood restaurantstoNewberg,studentswouldliketoseeexistingfastfood restaurantsnowattheeastendofNewberglocatedwithinwalking distanceofcampus. ! TwospecificrecurringrequestswereforaTraderJoesorsimilar specialtygrocerystore,andforabakery. ! Theexistenceofnonretailstorefrontsinthedowntowncore, specificallyprofessionalservicesoffices,wasdiscoveredtodetract fromNewbergsappealasaretaildestination.Agreater concentrationofretailbusinesseswouldimprovethelikelihoodof peopleshoppingdowntown. Duringspringsemester2011plansarefortwodifferentclassestocontinue thisresearchmakinguseofthefindingsgeneratedthissemester.Thetwo classes,bothtaughtbyDr.Haigh,areanundergraduateclassinmarketing communicationsandanMBAclassinmarketresearch. TheSchoolofBusinessatGeorgeFoxUniversityisgratefultothe DowntownNewbergCoalitionformakingthislearningopportunity availabletoourstudents.Wetrusttheirworkwillbeveryusefulinhelping theCoalitiontostrengthenthedowntownNewbergbusinesscommunity. E.AlanKluge,Ph.D. ProfessorofBusiness GeorgeFoxUniversity SchoolofBusiness
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A . B u s i n e s s O w n e r s S u r v e y
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STUDYA BUSINESSOWNERS: AMARKETRESEARCHPROJECT OFDOWNTOWNNEWBERG
Preparedfor DowntownNewbergCoalition Preparedby JoshEnobakhare EvanClough DanxiLi December,2010
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GeorgeFoxUniversity 414N.MeridianSt. GeorgeFoxUniversity Newberg,OR December6,2010 Mr.MikeRagsdale NewbergDowntownCoalition 518AE1stStreet Newberg,OR,USA,97132 DearMr.Ragsdale, AsyourequestedinyourpresentationinourclassinSeptember,2010,wehave completedthemarketingresearchanalysisoflocalbusinessownersforDowntown NewbergCoalition.TheresultsarecontainedinthereportentitledTheBusiness Owners:AMarketResearchProjectofDowntownNewberg.Thereportisbasedon interviewswith11localbusinessownersinNewberg. Thecompletemethodologyisdescribedinthereport.Standardmarketingresearch practiceswereusedthroughouttheresearchproject.Youwillfindthattheresultsofthe reportprovidetheinformationnecessarytoachievetheresearchobjectiveswesetout forthisproject.Theresultsrepresentthevoiceofpresentlocalbusinessownersand wetrustyouwillbeabletousetheseresultstomakethebestdecisionsforthe DowntownNewberg. Shouldyouneedfurtherassistancepleasedonothesitatetocontactusthroughemail. Weenjoyedworkingwithyouonthisprojectandwelookforwardtoworkingwithyou againinthefuture. Sincerely, JoshEnobakhare DanxiLi EvanClough
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ExecutiveSummary
BusinessOwners:AnOpiniononLocalEconomyActivityrepresentsthesecond annualreportonthemicroeconomyofdowntownNewberg.Thestudyseeksto answerfundamentalquestionsregardingthetypesofretailersandservice providersthatwouldbemostsuccessfulinstimulatingadditionaleconomic activityintheimmediateareaofdowntownNewberg.Supportedbythe NewbergDowntownCoalitionandbasedontheresponsesofseveraldowntown businesses,thestudyaddressesthefollowingkeyquestions: WhatistheIdealTenantMixforDowntownNewberg? Background: DowntownNewberghasexperiencedseveralcategoriesoftenantsover thecourseits120yearhistory.Astheyearshavegoneby,themorehighprofile tenantshaveleftdowntowninsearchformorefavorablelocations.Thecurrent tenantmixincorporatesacollectionofhighlyspecializedbusinesseswithshort operatinghours,highpricesandwithproductsthattargetmiddleage+adults.Is thereatenantmixindowntownNewberg,thatcanmaintainsatisfactory profitability,andthatcansuccessfullyaccommodateforthevisitor,family, middleage+adultanduniversitypopulations? TheEvidence: Ourresearchhasdeemedasuccessfuldowntowntenantmixas attainable.HistorygiveslighttoatimeinNewbergshistorywhendowntown wasathrivingeconomiccenter.Duringthe1950sand60sdowntownNewberg hadseveralbanks,populareatingestablishments,JCPennyandSearscatalogue stores,andseveralboominghotels.Thisperiodconsistedofbusinessesthat successfullytargetedeveryconsumercategoryinNewberg.Theattemptto replicatedowntownspasteconomicsuccesswouldrequireasimilarapproach whiletakingintoaccounteconomicandsocialchangesinthesurrounding communities. WhyarebusinessesmovingoutofDowntownNewberg? Background: Inrecentyears,downtownbusinesseshavehadtroublesustainingtheir profitability.Storeshavebeenconsistentlyeitherclosingdownorfleeingtheir currentlocation.Isthereacentralcausethathasspurredthegradualdeclineof thelocaleconomy? TheEvidence:
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Ourresearchhasshowntheretobemultiplecausesofdowntowns retardedeconomicgrowth.Thecausesincludetheneglectingtochange downtownbusinesspractices,thefailuretoreconstructthedowntownstreet grid,andthenoninvolvementofcivicauthoritiesinformattingbusinesstypeand placement. Whataretheprospectsforfutureeconomicgrowth? Background: Thecurrenteconomicstateofthenationhasstuntedgrowthacross nation.Withthehighprobabilityofaneventualboom,andtheinvolvementof theprivateandcivicsectorsinchangingthedowntownenvironment,istherea possibilityofasignificanteconomicexpansionindowntownNewberg? TheEvidence: Ourresearchhassuggestedthateconomicrecoveryispossible.While thereareanumberofbusinessesthatarestruggling,thereareseveralthat statedtheyweresatisfiedwiththeirannualfinancialperformance.Withthe universitypopulationsteadilyincreasingeveryyearthereresultstheopportunity ofmorepotentialdowntownconsumers.Thekeyisasustainedadjustmentin businessculture.Ourresearchhasproventhatbusinessesneedtorecognize theirpotentialmarketsanddevelopabusinessplanthatspecificallytargets them.
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Introduction
Background In the fall of 2010, George Fox Universitys BUSN450 (Market Research and DecisionMaking)classagreedtoundertakeamarketresearchprojectonbehalf oftheNewbergDowntownCoalition.TheCoalitionexpressedconcernoverthe amount of vacant vendor space in downtown Newberg and a desire to know whattypesoftenantsmightbestfillthesespacesinordertostimulateadditional retailactivityindowntownNewberg.Thereisalsoconcernregardingthenumber oftenantsthathavechosentomoveoutofdowntownNewbergaswellasthe futureofthebusinesscommunity. In order to address these concerns the Coalition felt that a research survey wouldbeinitsbestinterest.Asmentionedabove,theBUSN450classagreedto performthissurvey.ContainedhereinaretheresultsofthesurveyofNewberg businessowners. ResearchObjective Thebusinessownersgroupdevelopedfiveresearchobjectivesaroundwhichto writeresearchmaterials.Theseobjectives,asoriginallywritten,were: 1.) Identify common traits of downtown businesses that are currently performingwellorpoorly. 2.) Estimate the efficacy of common methods used to promote downtown businesses,andrecentchangesinthesemethods. 3.) Determine any large changes in product or service offerings of downtown businessesthathaveoccurredinthelastsixmonths. 4.) Determine the relative stability or instability of the customer bases of downtownbusinessesoverthelastsixmonths. 5.)Identifypotentialopportunitiesthathavebeenoverlooked. Intheend,theseresearchobjectivesweremetwithvaryingdegreesofsuccess. During the performance of research activities, the researchers (under the guidance of the sponsor) determined that research objectives 2) and 5) were beyondthescopeoftheworktobedonebythisgroup.Assuch,theywerenot answered sufficiently. Other factors limiting the groups ability to perform its workaseffectivelyaspossibleincludedlimitedresearcherexperience.
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Method Population
The population for our research survey were owners (or if the owner is not available,managers)ofbusinessesindowntownNewberg.DowntownNewberg isdefinedastheareaboundedonthenorthsidebyEastSheridanSt.,theeast side by River St., the south side by East 3rd St., and the west side by North HarrisonSt. SamplingPlan Units of the defined population were selected based on accessibility. More specifically, surveyors would manually walk through downtown Newberg, selectingbusinessesthatseemedlikelytobewillingtorespondtothesurvey.If anownerwasavailable,theywouldbeaskedtofilloutthesurveyimmediately. Iftheywerebusyornotpresent,surveyorswouldreturnatatimearrangedwith thebusiness.Thiswouldberepeateduntilasufficientnumberofsurveyswere completed. SampleSize Atotalof12surveyswerecompletedforthisstudy. DevelopmentoftheQuestionnaire The questionnaire materials were be developed with the questions of concern and research goals in mind. All questions were written in an effort to solicit honest,unbiased,helpfulanswersinamannerthatwasnotperceivedasoverly intrusive. DataCollectionMethod Surveyors interviewed in person the owners or managers, marking their responses on thequestionnaire materials. The materials were not given to the owner or manager to fill out, in the hope that while the respondents were talkingthroughtheiranswers,theywouldfeelcomfortabledivulgingadditional informationthatmaynotbegatheredotherwise.

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Results
Ourresultsconsistoftheresponsesof12downtownbusiness. 1. Howmanyfulltime(40+hoursperweek)employeesdoyoucurrentlyhave? n=12
Number of Full Time Employees

Naps Thriftway Vineyard Grill Panaderia Golden Leaf Honest Chocolate Bank of America Johnson Flooring Pacific Wool & Fiber Wells Fargo Dominos Pizza Coffee Cottage Critter Cabana 0 5 10 15 20 25
Mostdowntownbusinessesaresmall,independentlyownedandhave3to4 employees.Theirsmallsizeresultsinmorevulnerabilitytofluctuationsinthe market.Largebusiness,suchasNapsThriftway,seemtofairbetterindifficult economictimes.

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2.
Howhavethenumberoffulltimeemployeeschargedfroma1yearago? n=12
Changeoffulltimeemployeescomparedtoayearago? CritterCabana 0 CoffeeCottage 0 DominosPizza 0 WellsFargo 0 PacificWool&Fiber 0 JohnsonFlooring 0 BankofAmerica 0 HonestChocolate 0 GoldenLeaf 0 Panaderia 3 VineyardGrill 0 NapsThriftway 0

Mostbusinessesthatwesurveyedstatedshowednochangeinemployment levelsfromlastyeartothisyear.Thisstatisticwaspromising,andplacedadent intheassumptionthatNewbergdowntownbusinesswerecuttingemployees duetoinadequateprofits. Howmanyparttime(lessthan40hoursperweek)employeesoyoucurrently have? n=12
3.
Number of Part-time Employees

Vineyard Grill Golden Leaf Bank of America Pacific Wool & Fiber Dominos Pizza Critter Cabana 0 5 10 15 20 25 30 35
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Ourresearchdirectedourfocustothelargenumberofparttimeemployeesin downtownNewberg.Severalbusinessesthatwesurveyedstatedthattheyonly hiredparttimeemployees.Thereasonmostbusinesseshiredparttimewas financialinabilitytosupportfulltimeemployees. 4.
Howhavethenumberofparttimeemployeeschangedfrom1yearago? n=12
Changeofparttimeemployees comparedtoayearago? CritterCabana CoffeeCottage DominosPizza WellsFargo PacificWool&Fiber JohnsonFlooring BankofAmerica HonestChocolate GoldenLeaf Panaderia VineyardGrill NapsThriftway
0 0 0 0 0 0 0 1 0 2 0 0
Thechangeinparttimeemploymentwassimilarwiththefulltimeemployment inthatithadfewfluctuations.Whetherornottheeconomywasfluctuating, businessesweregenerallyabletoretaintheirentireworkforce. 5.
Whatisyourtargetannualgrossprofit? Inanattempttogaincompanyfinancialknowledgewithoutdivingtoodeepinto personalfinancialrecords,weaskedfortargetannualgrossprofit,asopposedto actualgrossprofit.Ourgoalwasthentoinquireiftheyhadreachedthattarget duringtheyear.Unfortunatelybusinessesweregenerallyunwillingtodisclose theirtargetannualgrossprofit.Thegrossprofitofthoserespondingrangedfrom $30,000to$2,500,000.
6.
Haveyoubeenabletoconsistentlyachievethistargetduringthelastyear? Despiteourteamseffortstowriteandaskthisquestioninamannerthatwas notintrusive(includingofferingconfidentiality),wefoundthatmanybusiness ownerswerestillreluctanttodisclosethisinformationtous.Onelargerbusiness

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wasafewpercentoveritsyeartodateprofittarget,whileasmallerbusiness indicatedthattheywerenotachievingprofittargets. 7.Isyourgrossprofitmargintargetgreaterorlessthantheindustrystandard? Duetopoorresponsewewereunabletoreporttheresponsetothisquestion. 8.Whatareaareyoutargeting(numberofmilesawayfrombusinesslocation)?Mark allthatapply. n=12 DowntownNewbergBusinessesTargetArea(numberof milesawayfrombusinesslocation)?

17%
8.30%
10miles 21miles 5miles 75%
Here,perhapsunsurprisingly,wefoundthatmostbusinessesinterviewedwere targetingconsumerswithin10milesofdowntownNewberg.However,2 businessestargetedcustomerswithin5miles,andonerespondedwith21+miles (PacificWoolandFiber).PacificWoolandFiberrespondingthiswaycitinga significantonlinepresencewhichallowsthemtosellacrossthecountry.
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9.Whatgenderdoyoutargetthemajorityofthetime? n=12 WhichGenderdoDowntownNewberg Businessestarget?
Female
Male& Female
Themajorityofthebusinessessurveyedtargetedbothgenders.Three respondedthattheytargetmostlyfemales.ThesebusinesseswerePacificWool andFiber,JohnsonFlooring,andHonestChocolates. 10.Whatistheageofyourtargetcustomer? Mostrespondentssaidtheytargetedallages.Threerespondentsgavespecific ages.ThesewerePacificWoolandFiber(4655),JohnsonFlooring(3655),and HonestChocolates(2655). 11. Hasyourtargetmarketchangedinthelastyear?Ifyes,how?

Hasyourtargetmarketchangedinthelastyear?Ifyes,how? CritterCabana CoffeeCottage DominosPizza WellsFargo PacficWoolandFiber JohnsonFlooring BankofAmerica HonestChocolate GoldenLeaf PanaderiaGonzalez VineyardGrill NapsThriftway Yes No No Yes Yes Yes No No No Yes Yes No
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Halfofthebusinessesthatwesurveystatednochangeintheirtargetmarket. Theotherhalfhoweverhaschangedtheirtargetmarket.WellsFargosusual customersarenotlendableduetochangesintheeconomyandthebankisnow focusingonmorefinanciallyestablishedclients.VineyardGrillisattemptingto targetthegrowingGeorgeFoxstudentpopulation.Ourresearchhasshownthat businessesarerealizingtheneedforatargetmarketchangetoolate. 12. Thisquestionresultedinseveralrepeatedresponsesamongthesurvey businesses.TheheavytrafficonHighway99wasatopissueamongbusiness owners. Itisestimatedthatover14,000vehiclestravelthroughdowntownNewberg,on Highway99,onanaverageday.Onlyafractionofthosecommuterswillstopto shopindowntownNewberg.Mostvehiclessimplypassesonthroughcreatingan unpleasantlyloudandbusyenvironment.Newbergbusinessesstatedthatthey wishedtheirlocationhadlessvehiculartrafficandmorefoottraffic. AnotherissuewasthelimitedparkingoptionsthatdowntownNewberghadto offer.Mostbusinesshavestreetfrontsetups,whichallowforlittletono parking.Thebusinessthatownparkinglots(WellsFargo,NapsThrifway)would preferthatsolelytheirpatronsusedtheirlots.WellsFargostatedthattheir patronsregularlycomplaintaboutbeingcrowdedoutbynonWellsFargo customersusingtheparkinglot. Thelastmajorcomplaintwasexistenceofseveralregulationsthatthecity governmenthadinplaceregardinglightingandsignage.JohnsonsFlooring recalledaninstancewhenhewasforcedtoremoveapancakesigninfrontofhis storeduetoavaguecityregulation.Thecommonfrombusinesseswasforthe citytoallowforbetteradvertisingopportunitiesbylettingcompaniesself promoteviasignageandlighting. Describestwoaspectsaboutyourcurrentbusinesslocationthatyouwould findadvantageous. Thisquestionprovidedanumberofspecificresponsesamongsurveyed businesses.Severalbusinessesstatedthattheybenefitedfromtheadjacent businessestheyweresituatednextto.Severalbusinessescommentedonthe prestigeoffunctioningoutofahistoricalbuilding.Onebusinessmentionedthe
Describestwoaspectsaboutyourcurrentbusinesslocationthatyouwould change.
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personalrelationshipswithcustomersmadethroughoperatingasmallstreet frontbusiness. 13.

Very dissatisfied, 1 Satisfied,4
Whatbestdescribesyourfeelingaboutthefinancialperformanceofyour businessinthe3months?
Dissatified, 2
no disclosure, 2 Very Satisfied,3
n=12

Theresultsshowthatmostbusinessownersaresatisfiedwiththeirbusiness performanceoverthepastyear.Whilethiscouldreflecttruth,thereisa possibilitythatownerswereoverlyoptimisticintheirresponses,orembarrassed todisclosetheiractualfinancialsituation.Oneretailerhascomenowherenear itsannualgrossprofitandstatedplanstodownsizewithinthenextyear.One restaurant,ontheotherhand,isonthevergeofadirefinancialsituation. Bankruptcyisimminentunlesstheycanestablishastrongcustomerbase. 14. Doyouhaveplansforadditionstoyourbusinesswithinthenextyear? Eightoftwelvebusinessownerssaidthattheyhadplansforadditionstotheir businesswithinthenextyear.Forexample,WellsFargoplanstopainttheir building,getastructuralfacelift,andpurchasenewmusicequipment.Vineyard Grillplanstoaddanicecreambar,andapingpongpooltable.Thisreflectsthe existenceofsomeentrepreneurialambitionwithinthedowntownbusiness community,andtheresistanceofseveralbusinessestocurrenteconomic conditions.
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15.
Doyouhaveplanstodownsizeyourbusinesswithinthenextyear? Onlyoneofthe12businessessurveyedindicatedplanstodownsizenextyear. Thisfurtherreflectstheconfidencethatbusinessownershaveintheir businesses.
SummaryofFindings
OuranalysisofdowntownNewbergbusinesses,hasrevealedanurbancenter withgreateconomicopportunitiesbutthatneedstoimplementseveralchanges toachievelastingsustainability. DowntownNewbergsyearsofeconomicgrowthoccurredmostlyinthe1950s an60swhenbusinessesrecognizedtheirpotentialtargetmarketsandmadean efforttopursuethe.Thelargestmarketthathasbeenundertargetedhasbeen theGeorgeFoxUniversitystudentpopulation.Thereareover1,800youngadults withintwoblocksofdowntownNewberg.Thesestudentsareinanew environment,awayfromhome,andaresearchingfornewplacestoshop,eat, andtobeentertained. Ourresearchindicatesthatthebusinessthathasmadeasustainedeffortto targettheuniversitypopulationhasbeenthemostsuccessful.Examplesinclude downtownNewbergscoffeeshops,NapsThriftway,orJem100IceCream. Thesebusinessesgenerallyhavelaterclosinghours,offeraffordableproducts, offerproductsthatinterestacollegeagebracket,andoccasionallyadvertiseon theGeorgeFoxcampus. AglanceatthetenantmixofdowntownNewbergrevealsacombinationof storesthatwouldnotbeappealingtotheaveragecollegestudent.Thereare severalinsuranceagencies,antiquestores,twopubs,severalrealestatefirms, mortgagefirmsandasewingstore.AnaverageGeorgeFoxstudentwilllikely neverfindaneedtovisitmostofthesestoresduringtheir4yearcollegecareer. Thesebusinessdontonlyaffecttheirstabilitywhentheyexcludelarge consumerbases,whetheritbeGFUorothers,butalsothatofthesurrounding businesses. Thepresenceofseveralantiquestoresandinsuranceagenciesneartheentrance ofdowntowncreatesanotioninthemindofthecollegestudentthatmost downtownbusinessesweresimilar.Severalstudentsthatwereinterviewedwere completelyunawareofdowntownsGoldenLeafThaiRestaurant.Manyassumed thatafteronepassedCoffeeCottage,Highway99hadnothingbutantique stores,andfarmstores,untilonegottoDundee.GoldenSpoonhasmadean
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efforttocatertocollegestudentsincomeandtoimplementlateclosinghours, yetthebusinesscontinuestobeaffectedbyanundesirabletenantmix. Acoupleofviablefuturedowntownbusinesscategorieshavesurfacedinour research.Theyincludeasmallselfbaggrocerystore,afastfood establishment,a711conveniencestore,afrozenyogurtshop,aContainer Store,atrendyclothingstore,andacomputercaf.Allthesebusinesseswould bringmuchneededcollegetraffictoNewbergsdowntown. LastlythecityofNewbergneedstotaketheinitiativeinstrengtheningthe sustainabilityofdowntownbusinesses.Thecitygovernmentneedstoencourage economicgrowthbyofferingpropertytaxbreakstodowntownbusiness, lighteningtheburdenofunnecessarycivicrulesandregulations;activelyenticing highprofilebusinessestoestablishthemselvesdowntown,addressingHighway 99strafficdilemmaandcreatingadditionalparkingoptionsdowntown.
LimitationofStudy
Initiallyweplannedtointerviewmorelocalbusinessowners,butendedup surveyingonlytwelvelocalbusinessownersduetolackoftime. Oneofthemostsignificantlimitationswastheunwillingnessofseveral businessestodisclosegeneralfinancialinformation.Regardlessofourpromise ofconfidentiality,andthestatedgoodwillofourinitiative,manybusinesses werenotconvincedthatourstudywasworthsharingtheirfinancialinformation. Anotherlimitationwasthelackofappointmentsthatwewereabletomakewith businessownersbeforeweapproachedthemforaninterview.Itwaslearned thatbusinessownerswerephysicallyattheirstorelocationforonlyasmallslice outoftheday.Ourfirstencounteratastoreusuallyinvolvedusjustmissingthe owner,thenneedingtocomebackthenextday.Ourinabilitytopreviously informmanyownersofourarrivalmadeforseveraldismissals. Ourlastobservationprovedthatwehadincorrectlyconcludedthatoursurvey questionsappliedtoallourobjectivequestions.Itwaslaterdecidedthatsome ofthosesurveyquestionsdidnotmatchourobjectivequestions.Thismeantthat wehadmadesomemistakesinourmarketingresearchplan.
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RecommendationofFutureStudies
Itwouldbebeneficialtoplanaheadandscheduleformalinterview appointmentswithlocalbusinessownersatearlierdates.Thiswouldhave preparedourrespondentsforourarrival,andwouldhaveallowedthemtimeto processwhattheywantedtosay.Thiswouldmostlikelygiveusmorequality information,andbeapositiveactofcourtesyonourpart. Gainingmorereliableinformationfromlocalbusinessownerswouldhavealso resultedfromexplainingthegoalofourprojectandfocusingandhowitwould benefittheirfinancialsuccessinthelongrun. Finally,whenreferencingoursurvey,wediscoveredafewquestionsthatcould havebeenwordedabitbettertomoreaccuratelyrelatetothestated QuestionsofConcern.
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STUDYB AMARKETINGRESEARCHSTUDYTODETERMINE GEORGEFOXUNIVERSITYSTUDENTSPERCEPTION OFDOWNTOWNNEWBERG

Preparedfor: MikeRagsdale DowntownNewbergCoalition Preparedby: JackieHamlin KateShepherdson KassieWymore RitaYi MarketingResearchandPlanning BUSN450 Fall2010 GeorgeFoxUniversity
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LETTEROFTRANSMITTAL
GeorgeFoxUniversityStudentResearchGroup 414NMeridianStreet Newberg,OR97132 December7,2010 Mr.MikeRagsdale 518AE1stStreet Newberg,OR97132 DearMr.Ragsdale, Asyourequestedwhenyouspokewithourclassseveralmonthsago,wehave completedthemarketingresearchanalysisofundergraduateandgraduatestudentson the Newberg Campus of George Fox University. The results are contained within this report entitled, A Marketing Research Study to Determine George Fox University StudentsPerceptionsofDowntownNewberg.Thisreportisbasedon134surveysfrom studentsatGeorgeFoxUniversityinNewberg,Oregon. Thecompleteanalysisisdescribedwithinthisreportandallstandardmarketing researchpracticeswereusedthroughouttheprocessofcreatingthesurvey,gathering data and analyzing the results. The results represent the thoughts and feelings of studentconsumersontheNewbergcampusofGeorgeFoxUniversity.Wetrustyouwill be able to use these results to make the best decisions for the Newberg Downtown Coalition. Should you need any further assistance, please do not hesitate to reach us at (503) 5507747. We have greatly enjoyed working with you on this project and look forwardtoworkingwithyouagaininthefuture. Sincerely, JackieHamlin KateShepherdson KassieWymore RitaYi
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EXECUTIVESUMMARY
The Downtown Newberg Coalition has presented us with a challenge to study potentialchangesandimprovementstodowntownNewberg,fromwhere99Wsplits (EHancockSt.&NRiverSt.)towhereitcomesbacktogether(E1stSt.&SHarrison St.). There are four teams concentrating on different populations in Newberg. Our team conducted research on ways to best develop this area to satisfy George Fox Universitystudents.Thisstudyconsistedofasurveyofundergraduateandgraduate studentsadministeredonline. HOWDEPENDENTAREGEORGEFOXSTUDENTSONDOWNTOWNNEWBERG? Overall,studentsarenotpleasedwiththeselectionofbusinessesdowntown,itdoes notfulfilltheirneeds. ! 45%ofstudentsagreedtosomeextentthatitisnecessarytotraveloutsideof Newbergonaregularbasistomeettheirshoppingneeds. ! Stores in Newberg do not fulfill their shopping needs, according to 41% of students. WHEREWOULDSTUDENTSLIKETOSEEIMPROVEMENTS? Notonlyareweaimingtofilltenantgapsdowntown,wearealsostrivingtoimprove or replace businesses that are not filling shoppers needs. We proposed the statement, I would spend more time and money downtown Newberg if it had better. Overall, there were more categories where improvements could increase shoppersandrevenue. ! The two highest categories agreeing with this statement would be clothing/apparel(82%)andentertainment(73%). ! Several other categories had high ratings including deli and sandwich shops (67%), bakeries (66%), table service restaurants (55%), and gift and specialty stores(50%). ! Therewereafewcategoriesinwhichimprovementswouldnotincreaseshoppers spendingincludingcoffeehouses,jewelrystores,andhardwarestores.
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HOW SATISFIED ARE STUDENTS WITH THEIR EATING AND SHOPPING OPTIONS DOWNTOWNNEWBERG? Eating and shopping are the two activities that students do most downtown Newberg.Wesetouttodetermineiftheywereindeedhappywiththeselectionand quality,pluslookedforwaystoimprove. Eating: Overall, students would rather travel outside of Newberg to eat, and they favor(60%)familystyle/tableservicerestaurants. ! OpenresponseanswerstotheirfavoriterestaurantinNewbergrevealedGolden Leaf was the most popular answer with 19%, followed by Lil Cooperstown and Ixtapa. ! WhenaskedabouttheirfavoriterestaurantnotinNewberg,RedRobin(15%)and OliveGarden(13%)wereveryclose,andanysushirestaurantfollowednottoofar behind. ! Eventhoughthemajority(44%)eatoutonlyoccasionally,whentheydotheyare willing to spend more money at a sit down restaurant, compared to eating fast food. Shopping:StudentsseemtobepleasedwiththeselectiondowntownNewberg,and actuallydoalotoftheirshoppingthere,butthereisstillofroomforimprovement. ! 34%ofstudentsdo2650%oftheirshoppinginNewbergandinthepastseven daysthemajority(54%)ofstudentspurchasedsomethingdowntown. ! Overall,studentsspendthemostmoneyongroceriesandcoffee/beverages. WHATPOTENTIALBUSINESSESWOULDSTUDENTSLIKETOFILLTENANTGAPS? When asked by the Downtown Newberg Coalition, our goal was to find businesses thatwouldbesuccessfuldowntown.Notonlydidwedirectlyaskstudentstheirideas and preferences, we also have made conclusive inferences by the data that we collected. When asked what businesses they would like to see in Newberg there were manyexcellentideas,including: ! Clothingstores ! Bakeries ! OrganicGroceryStores ! ElectronicStores ! Hangoutplacesopenpastnine:bowling,lasertag,movietheater ! IceCream/Smoothie/BubbleTeashop ! ShoppinglessexpensivethanFredMeyer:Target,Walmart,Costco,etc. ! EthnicRestaurants
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Thefollowingarebusinessesthatwouldpotentiallybemorebeneficiallocated downtownNewberg. ! FastFoodRestaurant,includingSandwichExpress ! TheSweetestThing ! GroceryStore:FredMeyer,Safeway,etc
METHOD
DEFINITIONOFTHEPOPULATION The population surveyed was all undergraduate and graduate students on the NewbergcampusofGeorgeFoxUniversity. SAMPLEPLAN Our sample plan used a convenience sample through the use of email and E nouncementstosendthesurveylinktoallundergraduateandgraduatestudentson theNewbergGeorgeFoxUniversityCampus. SAMPLESIZE Wereceived134respondents.Thesamplecouldbebiasedbypeoplewhoenjoy coffee, because an incentive from Chapters was included. The respondents in the samplesizewerefairlyrepresentativeoftheoverallcampuspopulation.Therewere 101 females and 32 males; 30 freshman, 30 sophomores, 26 juniors, 43 seniors, 3 graduatestudents,and2others;84respondentslivedoncampus,and49livedoff; 91studentshaveacartheyusewhileatschooland42donot. DEVELOPMENTOFQUESTIONNAIRE Wedevelopedoursurveywiththefollowingobjectivestoprovideabasisforthe typesofquestionstobeasked: ! HowdependentareGeorgeFoxstudentsondowntownNewberg? ! Wherewouldstudentsliketoseeimprovements? ! HowsatisfiedarestudentswiththeireatingandshoppingoptionsinDowntown Newberg? ! Whatpotentialbusinesseswouldstudentsliketofilltenantgaps? Wedeterminedthebestmethodtocollectdatafromstudentswasanonlinesurvey that was simple for students to respond to. In the initial survey development, we
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used our objectives to provide a basis to design our questions around. Once we established the questions, other researchers looked over the survey for evaluation. With their input we went back to question development to redesign a few of our questions and then did further evaluation. This process happened several times before we submitted the final version for review and approval. Upon approval, we were ready to pretest our survey on members of the student population. After severalresponsesandinteractionwiththosestudentsaboutchangesneedingtobe made, final revisions we made before sending it outto our entirepopulation. Over the week it was live,November17, 2010toNovember 24, 2010, we gathered data from134respondentsbeforeclosingthesurveyandtabulatingtheresultstocreate thefinalreport. DATACOLLECTIONMETHOD To collect data from our population we used an online survey linked through emailandEnouncementstothestudentpopulationoftheNewbergcampusof GeorgeFoxUniversity.Aswereceivedresponsestheywereautomaticallyinputintoa spreadsheet for review and graphs were generated from the responses. After receiving the completed surveys, incentive coupons from Chapters were sent to all respondents in appreciation for participation in our survey. Below you will see a sampleofthecouponsentouttherespondents.

Thankyouforparticipatinginoursurvey
$1OFFanydrinkatChapters
Expires2/1/11

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RESULTS
Thepurposeofthesectionofthesurveywas Afterreviewingtheresultsofthesurvey, we concluded most students enjoy the atmosphere of downtown Newberg but wouldbedrawntospendmoretimeand money if it had more businesses that interested them.In general students arent going downtown for the current selection of restaurants, and the results weresplitwhetherornottheypreferred restaurantsoutsideofNewbergtothose locally. This means opening new and different restaurants could attract more students to spend time downtown. Students also indicated they prefer to shoplocallywhenpossible,butmanysay they have to go outside Newberg to meet their shopping needs on a regular basis. It can be concluded that another grocery store with organic options or superstore within walking distance would be beneficial in downtown Newbergtomeettheshoppingneedsof students. odeterminethestudentmarketdesiresfor downtownNewberg.Thebeginningsection stated,Iwouldspendmoretimeandmoney indowntownNewbergiftherewerebetter .Thefirstquestionevaluatedthree differentkindsofeatinganddiningfacilities; fastfood,familystyleandfinedining.The largestdesirewasforfamilystylerestaurants, with55%intheagreeorstronglyagree option.Studentsshowadesireforacasual diningexperience,wheretheyarewaitedon andcanenjoytimewithfriends.
Pleaseindicatehowmuchyouagreeor disagreewiththisstatement. DowntownNewberghasanenjoyable atmosphere.
StronglyAgree
Agree NeitherAgreenorDisagree Disagree StronglyDisagree
12% 68 13 5 1
Myprimaryreasonforgoingdowntown Newbergistoeatatrestaurants.
StronglyAgree
4% 22 25 44 4
IpreferrestaurantsoutsideofNewbergto restaurantsinNewberg.
StronglyAgree Agree NeitherAgreenorDisagree Disagree StronglyDisagree StronglyAgree Agree NeitherAgreenorDisagree Disagree StronglyDisagree 10% 39 40 11 0 14% 51 24 9 1
Iprefertobuylocallywhenpossible.
IfinditnecessarytogooutsideofNewberg onaregularbasistomeetmyshopping needs. Strongly

Agree Agree NeitherAgreenorDisagree Disagree StronglyDisagree StronglyAgree Agree NeitherAgreenorDisagree Disagree StronglyDisagree 15% 30 24 28 3 15% 30 24 28 3
StoresinNewbergfulfillmyshoppingneeds
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Onaverage,whichstylesofrestaurantdovisitmostoften?
FineDining, FullService Restaurants 2% FastFood, SelfService Restaurants 37%
N=133
FamilyStyle, TableService Restaurants 61%
Three other eating and dining categories mentioned were coffee houses, deli/sandwich shops and bakeries.Twothirds of the students surveyed desire a bakerydowntownwithinwalkingdistance. Specialinterestbusinesssuchasartgalleries,antiquestores,fashionboutiques,gift &specialtystores,jewelrystoresandentertainmentfacilitieswerethenextsection of businesses reviewed. The greatest desire by George Fox students was for better entertainmentfacilities.Atotalof73%eitheragreedorstronglyagreedtheywould spendmoretimeandmoneyindowntownNewbergatentertainmentfacilitiesifthey were available. The second largest response was for gift and specialty shops, encompassing 50% of respondents. This could be a significant business market for collegestudentswhoneedtopurchasegiftsandwhodonothaveacar.
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GENERALMERCHANDISEFACILITIES 19.GroceryStores
StronglyAgree
16% 38 33 11 1 35% 47 13 4 1 12% 25 39 22 2 4% 15 34 37 8
20.ClothingApparel
StronglyAgree
21.Electronic
StronglyAgree
22.Hardware StronglyAgree
N=134
The last four questions covered general merchandise facilities, which included grocery, clothing apparel, electronic, and hardware stores. 82% of students would spendmoretimeandmoneyataclothingapparelstoreifoffereddowntown.There were 110 respondents that were in this percentile and are representative of the population.Thiscouldbeahugepushfordowntowntoreachanewmarketthatis notinplace.
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We polled students to determine what Other 7% restaurants they enjoy Thai 35% in Newberg and what Mexican 50% potential restaurants Japanese/Sushi 24% would bring more Italian 57% students downtown. Indian 17% From our research we Hawaiian 5% German 8% determinedthat60%of French 11% students prefer table Chinese 47% service/family style American 47% restaurants. This could be due to the fact that 0% 10% 20% 30% 40% 50% 60% 84%ofstudentsonlygo outtoeat13timesaweekoroccasionally.Whentheydogoout,theyarewillingto pay a littleto enjoy theenvironment. Currently,thebig hit restaurants in Newberg are Golden Leaf, Lil Cooperstown, and Ixtapa. If new restaurants were being considered, Red Robin, Olive Garden, and a sushi restaurant would have a strong studentbase.Itwouldbeeasytoincreasethevarietyofrestaurantsdowntown,so studentsdidnotfeelliketheyhadtoleaveNewbergtoenjoyanicemeal. Howoftendoyoueatoutinanaverage week? Idonoteatout 10% Occasionally 44% 8ormoretimes 1% N=133 47times 4% 13times 40% 0 0.1 0.2 0.3 0.4 0.5 Thedataabovecorrelatestofavoriterestaurants,Italianbeingfirst,whichisthestyle atTheOliveGarden.MexicanandChinesearealsoveryhigh,butthereisasufficient number of those restaurants in town. Red Robin, which focuses on American food, waschosenasmuchasChinesefood.TherewasastrongwishforaJapanese/sushi restaurant, but a small number of people state that it is their favorite. During our research,wefoundastrongdesireforethnicfood.Studentspreferawidevarietyto choosefrom,ortheywillgosomewhereelse. Whatisyourfavoriteethnicityoffood? N=134
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SHOPPINGHABITS Our research conclusions regarding the frequency of student shopping were as expected. 42% of respondents go shopping every other week, due to a lack of transportation, money, and time. On the other hand, there are very few, 2%, of students that do not shop. Most of the students responded that more than half of theirshoppingisdoneinNewberg.WewouldadvisethatdowntownNewbergshould be developed to meet the needs of student consumers. The most selected items studentsspendmostoftheirmoneyonarefood,clothing,andpersonalgoods.Many students showed that they would like more entertainment in downtown Newberg. They spend most of their money on beverages and groceries, meaning it would be profitabletoaddstorestomeettheseneeds.Studentsfeeltherearealreadyplenty of coffee/beverage shops downtown. When specifically asked what stores they would like to see added, the top choice was a Target type store but with less expensive products than Fred Meyer. Other top picks included clothing stores and entertainmentvenuesopenpastnineoclock.
Howoftendoyougoshopping?
Idonotshop 2% Onceamonth Everyotherweek Onceaweekormore 0% 22% 10% 20% 30% 40% 50% 32% 42%
N=132
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CONCLUSION
SUMMARYOFFINDINGS In our research, we determined that students needs are not fulfilled by current optionsindowntownNewbergand45%ofstudentsfinditnecessarytotraveloutside of Newberg on a regular basis to shop and eat. This number could drastically decrease by adding suggested businesses downtown, including a less expensive alternativetoFredMeyer,entertainmentfacilitiesopenlaterthannineoclock,and clothing shops. We alsodetermined the most effective way to draw more students downtownwouldbetoaddagreatervarietyoftableservicerestaurants,suchasRed Robin, Olive Garden, or a sushi restaurant. Downtown could better accommodate students by staying open later, offering student discounts, adding a grocery store downtown,orincreasingentertainmentfacilities. LIMITATIONSOFSTUDY Through our research process, we came across several obstacles that prevented us fromgainingthefullknowledgewehopedfor.Ourfirstrestraintlimitedtheamount of time we were able to devote to this project. The first time our survey was distributed, it was not formatted the way we would have hoped and the hyperlink wasdisabled.Thatledtoadecreaseinthenumberofpotentialrespondents.Given more time to collect data, the survey could have been distributed again correctly. Students were receiving other surveys from different projects which took attention awayfromours.Eventhoughwewerefacedwithmanychallenges,wefoundwaysto workthroughthemtosuccessfullycompleteourresearch. RECOMMENDATIONSFORFUTURESTUDIES ForfutureresearcherspollingGeorgeFoxUniversitystudents,wewouldrecommend allowing more time for data collection and analysis. If possible, a greater incentive couldpositivelycorrelatetoahighernumberofrespondents.Forfurtherstudies,we recommendaskingstudentsdirectlywhytheydontutilizethebusinessesdowntown thatmeettheirneeds,suchasThriftwayandselectedrestaurants.
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APPENDIXA: DOWNTOWNNEWBERGSTUDENTSURVEY
DowntownNewbergisfromwhere99Wsplits(E.HancockSt.&N.RiverSt.)towhereitcomesback together(E.1stSt.&S.HarrisonSt.).Pleaseanswerallquestionstothebestofyourability.Username isusedforcoupons.Yourusernamewillberecordedwhenyousubmitthisform. DOWNTOWNNEWBERG Pleaseindicatehowmuchyouagreeordisagreewitheachstatement. Strongly Agree Neither Disagree Agree Agreeor Disagree DowntownNewberghasanenjoyable atmosphere. Myprimaryreasonforgoing downtownNewbergistoeatat restaurants. Ipreferrestaurantsoutsideof NewbergtorestaurantsinNewberg. Iprefertobuylocallywhenpossible. Ifinditnecessarytogooutsideof Newbergonaregularbasistomeet myshoppingneeds. StoresinNewbergfulfillmyshopping needs. IWOULDSPENDMORETIMEANDMONEYINDOWNTOWNNEWBERGIFITHADBETTER: EatingandDiningFacilities Neither Disagree Strongly Agree Agreeor Agree Disagree FastFood,SelfServiceRestaurants Family Style, Table Service Restaurants FineDining,FullServiceRestaurants CoffeeHouses Deli&SandwichShops Bakeries
Strongly Disagree
Strongly Disagree
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BusinessofSpecialInterest
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Strongly Agree
Agree
Neither Agreeor Disagree
Disagree
Strongly Disagree
ArtGalleries AntiqueStores FashionBoutiques GiftandSpecialtyStores JewelryStores EntertainmentFacilities GeneralMerchandiseFacilities
Strongly Agree
Agree
Neither Agreeor Disagree
Disagree
Strongly Disagree
GroceryStores ClothingApparelStores ElectronicStores HardwareStores
EATINGHABITS WhatisyourfavoriterestaurantoutsideofNewberg? WhatisyourfavoriterestaurantinNewberg? Whatareyourfavoriteethnicitiesoffood? (Checkupto3) American Chinese French German Hawaiian Indian Italian Japanese/Sushi Mexican Thai Other Howoftendoyoueatoutinanaverageweek? 13times 47times 8ormoretimes Occasionally Idonoteatout Onaverage,whichstyleofrestaurantdoyouvisitmostoften? FastFood,SelfServiceRestaurants
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FamilyStyle,TableServiceRestaurants FineDining,FullServiceRestaurants SHOPPINGHABITS Howoftendoyougoshopping? Onceaweekormore Everyotherweek Onceamonth Idonotshop Inanaverageyear,whatdoyouspendthemostmoneyon? Clothing Electronics Entertainment Food HomeGoods PersonalGoods Other Onaverage,howmuchofyourshoppingisdoneinNewberg? NoneofmyshoppingisdoneinNewberg 0%25% 26%50% 51%75% 76%100% Inthepastsevendays,includingtoday,haveyoupurchasedanythingindowntownNewberg? Yes No Ifyouhavemadepurchasesinthepastsevendays,whatitemsdidtheyinclude? Imadenopurchases Art Clothing Coffeeorotherbeverages Electronics Gasoline Gifts Groceries Jewelry Restaurantmeals Other WhatnewbusinesseswouldyouliketoseeinNewberg? WhatexistingbusinesseslocatedintheNewbergareawouldmoreconvenientlylocateddowntown? PERSONALINFORMATION Gender Male Female
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Whatisyouracademicstanding? Freshman Sophomore Junior Senior GraduateStudent Other Whereisyourhometown? Doyouliveonoroffcampus? OnCampus OffCampus Doyouhaveacar? Yes No FromCampus,startingfromStevensCenter,howfarareyouwillingtowalk? 0.2Miles(CoffeeCottage) 0.4Miles(CritterCabana) 0.6Miles(Jem100) 0.8Miles(DairyQueen)
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APPENDIXB: SURVEYRESULTS
N=134
DOWNTOWNNEWBERG
Pleaseindicatehowmuchyouagreeordisagreewiththisstatement. 1.DowntownNewberghasanenjoyableatmosphere.
StronglyAgree
12% 68 13 5 1 4% 22 25 44 4 10% 39 40 11 0 14% 51 24 9 1
2.MyprimaryreasonforgoingdowntownNewbergistoeatatrestaurants.
StronglyAgree
Agree NeitherAgreenorDisagree Disagree StronglyDisagree StronglyAgree Agree NeitherAgreenorDisagree Disagree StronglyDisagree StronglyAgree Agree NeitherAgreenorDisagree Disagree StronglyDisagree
3.IpreferrestaurantsoutsideofNewbergtorestaurantsinNewberg.
4.Iprefertobuylocallywhenpossible.
5.IfinditnecessarytogooutsideofNewbergonaregularbasistomeetmyshopping StronglyAgree 15% needs.

Agree NeitherAgreenorDisagree Disagree StronglyDisagree StronglyAgree Agree NeitherAgreenorDisagree Disagree StronglyDisagree 30 24 28 3 15% 30 24 28 3
6.StoresinNewbergfulfillmyshoppingneeds
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IwouldspendmoretimeandmoneyindowntownNewbergifithadbetter: EATINGANDDININGFACILITIES 7.FastFood
StronglyAgree
3% 21 29 35 12 8% 47 29 15 0 9% 28 34 27 3 6% 15 43 30 6 19% 48 24 9 0 23% 43 25 8 1
8.FamilyStyle
StronglyAgree
9.FineDining
StronglyAgree
10.CoffeeHouses
StronglyAgree
11.DeliandSandwich
StronglyAgree
12.Bakeries
StronglyAgree
BUSINESSESOFSPECIALINTEREST 13.ArtGalleries
StronglyAgree Agree NeitherAgreenorDisagree Disagree StronglyDisagree
9% 21 34 31 4
14.AntiqueStores
StronglyAgree
Agree
8% 35
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NeitherAgreenorDisagree Disagree StronglyDisagree 24 28 5 12% 35 25 22 5 7% 43 29 18 1 5% 18 39 32 5 31% 42 20 4 2
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15.FashionBoutiques
StronglyAgree
16.GiftAndSpecialty
StronglyAgree
17.JewelryStores
StronglyAgree
18.Entertainment
StronglyAgree
GENERALMERCHANDISEFACILITIES 19.GroceryStores
StronglyAgree
16% 38 33 11 1 35% 47 13 4 1 12% 25 39 22 2 4% 15 34 37 8
20.ClothingApparel
StronglyAgree
21.Electronic
StronglyAgree
22.Hardware StronglyAgree
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EATINGHABITS 23.WhatisyourfavoriterestaurantoutsideofNewberg? TopThreeAnswers: RedRobin OliveGarden Sushi 24.WhatisyourfavoriterestaurantinNewberg? TopThreeAnswers GoldenLeaf LilCooperstown Ixtapa
25.Whatisyourfavoriteethnicityoffood?
Other 7% Thai 35% Mexican 50% Japanese/Su 24% Italian 57% Indian 17% Hawaiian 5% German 8% French 11% Chinese 47% American 47% 0% 20% 40% 60%
26.Howoftendoyoueatoutinan averageweek?
Idonoteatout Occasionally 8ormoretimes 1% 47times 4% 13times 0 0.1 40% 0.2 0.3 0.4 0.5 10% 44%
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27.Onaverage,whichstyleofrestaurantdo visitmostoften?
FineDining, FullService Restaurants 2% FastFood,Self Service Restaurants 37%
FamilyStyle, TableService Restaurants 61%
28.Howoftendoyougoshopping?
Idonotshop 2% Onceamonth Everyotherweek Onceaweekormore 0% 22% 10% 20% 30% 40% 50% 32% 42%
29.Inanaverageyear,whatdoyouspendthe mostmoneyon?
Other PersonalGoods HomeGoods 1% Food(Grocery) Entertainment Clothing 0% 8% 19% 10% 20% 30% 40% 50% 60% Electronics 2% 49% 7% 12%
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30.Onaverage,howmuchofyour shoppingisdoneinNewberg?
76%100% 51%75% 26%50% 0%25% Noneofmyshoppingis 4% 0% 10% 20% 30% 40% 8% 22% 34% 31%
31.Inthepastsevendays,includingtoday, haveyoupurchasedanythingindowntown Newberg?
No 45%
Yes 55%
32.Ifyouhavemadepurchasesinthepast sevendays,whatitemsdidtheyinclude?
60% 50% 40% 30% 20% 10% 0%
53% 39% 21% 0% 5% 4% 20% 23% 7% 1% 5%
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33.WhatnewbusinesseswouldyouliketoseeinNewberg?(i.e.storesand restaurants) TopThreeAnswers: Clothing CheaperalternativetoFredMeyer IceCream/SmoothieShop 34.WhatexistingbusinesseslocatedintheNewbergareawouldmoreconveniently locateddowntown? TopThreeAnswers: FredMeyer SweetestThing FastFoodRestaurant 35.Gender
Male 24%
Female 76%
36.AcademicStanding
35% 30% 25% 20% 15% 10% 5% 0% Freshman Sophomore Junior Senior 2% Graduate Student 1% Other 22% 22% 19% 32%
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37.Whatisyourhometown? GreatVariation
38.Doyouliveonoroff campus?
Off Campus 37% On Campus 63%
39.Doyouhaveacar?
No 31%
Yes 69%
40% 35% 30% 25% 20% 15% 10% 5% 0%
40.Fromcampus,startingatStevensCenter,howfar areyouwillingtowalk?
34% 23% 7% 0.2miles(Coffee 0.4miles(Critter Cottage) Cabana) 0.6miles(Jem 100) 0.8miles(Dairy Queen) 34%
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STUDYC DOWNTOWNNEWBERGSHOPPERSURVEY: AMARKETRESEARCHANALYSIS ResearchConductedby KevinBrown RebeccaKoskoff RitaPalmquist XuZhang GeorgeFoxUniversity December7,2010

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GeorgeFoxUniversity 414N.MeridianStreet Newberg,Oregon97132
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December7,2010 NicoleMcIntyre VicePresidentandManager NewbergWestCoastBank 3500PortlandRoad Newberg,OR97132 DearMs.McIntyre, AttachedisourreportDowntownNewbergShopperSurvey:AMarketingResearch AnalysisconductedbyGeorgeFoxUniversityfortheDowntownNewbergCoalition. Surveysweredisturbedforthepurposeofgatheringinformationrelatedtothe objectivesagreedupononOctober7,2010withthegoaltodeterminewhatbusinesses canhelpbringNewbergaddedretailsales. Weappreciatealloftheassistanceyouhaveprovidedusincontactingsurveylocations. Ifanyassistanceisneededintheinterpretationofresults,clarification,orfurther researchisneeded,pleasefeelfreetocontactus. Sincerely,
RebeccaKoskoff 7149041630 RitaPalmquist 2532243527 KevinBrown 5037086257
Kbrown06@georgefox.edu
XuZhang 9719982336
zhang07@georgefox.edu
Rkoskoff06@georgefox.edu rpalmquist07@georgefox.edu
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EXECUTIVESUMMARY
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ThisresearchwasconductedfortheDowntownNewbergCoalitioninorderto gatherqualitativeandquantitativeinformationandproviderecommendations regardingopportunitiesforimprovementstotheDowntowncommunitythatwillfill emptystorefrontsandbringincreasedretailactivitytoNewberg. Thepopulationsurveyedconsistedwasshopperswithfrequentaccessto DowntownNewberg,purchasingpower,andregularpurchasingactivity.Thesample contained68completedsurveys,drawnfrom10storesandlocationsinDowntown Newberg.Surveysweredropoffateachlocationandselfadministeredtoshoppers duringatwoweekperiod,November9toNovember24,2010. Questionsincludedonallsurveyswerecreatedtorespondtothefollowing questions:Whatdoshoppersfrequentlypurchase?Whatstoresdoshoppersfrequently visitandmakepurchasesin?WhatdoshoppersleaveNewbergtopurchase? Surveyresultsshowedthatcoffeeandotherbeverages,groceries,gasoline,and restaurantmealsarepurchasedmostoftenbyshoppers.Businessessellingtheses servicesandproductsarefrequentedmostoftenbyshoppers.Shoppersindicatedthat needsforretail,entertainment,groceryandrestaurantsregularlyrequirethemtogo awayfromNewberg. Otherfindingsofourreportindicatedshoppersdesireimprovementsinparking andtrafficregulations,ontheabilitytobuylocal,andimprovementintheaestheticsof DowntownNewberg.
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INTRODUCTION
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BACKGROUND ThecityofNewbergisexperiencinganumberofemptystoresinitsDowntownarea. TheNewbergDowntownCoalition,whosemainpurposeistohelprevitalizethatarea, hasaskedthestudentsofGeorgeFoxUniversitysmarketingresearchclasstohelpthem investigatetypesofbusinessthatwouldbesuitabletofillthoseemptyspacesand attractmoreretailsalestothearea. WiththehelpofNicoleMcIntyre,VicePresidentandManagerofWestCoastBank,and theresearchsponsor,asurveywasconductedtogaininformationonDowntown NewbergShoppers.Shoppersweredefinedasindividualsactivelymakingpurchasesin theDowntownNewbergarea. REASEARCHOBJECTIVES ThreequestionswereidentifiedtobeansweredrelatedtoshoppersinNewberg. 1)Whatdoshoppersfrequentlypurchase? 2)Whatstoresdoshoppersfrequentlyvisitandmakepurchasesin? 3)WhatdoshoppersleaveNewbergtopurchase? Theresearchworkedtoidentifyshoppers'purchasingpracticesandpreferences.
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METHOD
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DEFINITIONOFPOPULATION ThetargetedpopulationofdowntownNewbergShoppersconsistedof
consumerswhohaveaccesstoDowntownNewbergonatleastaweeklybasis. ResidentsofYamhillCountywithbuyingabilitybetweentheagesof18and80,with accesstoDowntownNewbergwereincludedinourtargetpopulation. SAMPLEPLANANDSAMPLESIZE Theoriginalplanforgatheringourdatawastoconductpersonadministeredsurveys tolocalshopperswhileintheactofshopping.Thisplanwaslaterrevisedduetothelack ofsufficienttrafficflowinlocalbusinesses.Businessownersdidnotwantusstanding aroundwhentherewasnoonetosurvey.Thedecisionwasmadetodropoffsurveysat theparticipatingstores.Thecompletedsurveyswerepickedupperiodically.Sixtyeight surveyswerecompletedbyShoppers.
DEVELOPMENTOFTHEQUESTIONNAIRE Intheprocessofcreatingoursurvey,wesoughttodevelopquestionsthatwould
providebothqualitativeandqualitativeinformation.Thesurveyswerepreparedinprint formtobehandedouttoandoradministeredtoshoppers.Itwasimportanttohave someopenendedquestionstogainmorespecificfeedbackfromtheshoppers.Both Likertscaleandmultiplechoicequestionsaddvarietytothesurveyandkeepthereader interested.Thesurveyincludedasufficientnumberofquestionstoprovideadequate

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datathatcouldsupportsoundconclusions.Thesurveyneededtoappearappealingto theshoppersandnottoolong.Teamdesignandfeedbackfrompeersandadvisors helpedtonarrowdownthesurveytotheappropriatequestions.Foradditional credibilitywithshoppersweaddedtheGeorgeFoxUniversitylogo.Asmallparagraphat thebeginningofthesurveyinformedtheshopperswhowillbeusingthisinformation. DATACOLLECTIONMETHOD Aftermeetingswiththeprojectsponsorandreceivingfeedbackfromstoreowners,it wasdecidedtodropoffsurveystoshoppersinstores.Goingtosomeofthemost popularstoreswouldgetthelargestnumberofcompletedsurveysandawidevarietyof responses.Surveysatdifferenttypesofstoreshelptoavoidbiasesandprovidedan evengreaterarrayofresponses.ThesponsorNicoleMcIntyreprovidedalistof interestedstoreswillingtohostsurveys.Thesestoreswerecontactedandinformed whenthesurveyswouldbedroppedoff.Surveysweredroppedoffatthefollowing locations:SoapyBear,JanisJewelryandGifts,HoppsInsurance,CritterCabana,Down2 Details,WellsFargo,Chapters,andFarmersInsurance.Completedsurveyswere retrievedonWednesdays,Fridays,andMondaysalongwithadditionalblanksurveys beingdistributedintheirplace.OndifferentdaysoftheweekresearcherswenttoNaps ThriftwayandthePublicLibraryandtoconductedselfadministeredsurveystoshoppers thatcamebythelocations.AlldatawasobtainedbetweenNovember24thand November9,2010.
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RESULTS
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RESPONSESTOINDIVIDUALQUESTIONS Thefirstpageofthesurveyaskedshopperstoevaluateninestatementsona
Likertscalerangingfromstronglyagreetostronglydisagree.Thefollowingchart presentsthemodalandmostcommonresponsesforeachquestion.
GeneralDowntownImpressions
1.DowntownNewbergisanappealingplace. 2.ParkingindowntownNewbergisconvenient. 3.IfeelsafewhenIamindowntownNewberg. 4.MerchantsinNewbergprovidefriendlyservice. Statement 5.BusinessfacilitiesinDowntownNewbergarewell maintained. 6.StoresinNewbergareabletofulfillthemajority ofmyshoppingneeds. 7.Whenpossible,Ichoosetobuylocally. 8.IfinditnecessarytogooutsideNewbergona regularbasistomeetthemajorityofmyshopping 9.IpreferrestaurantsoutsideofNewbergover restaurantsinNewberg.* 0 1 2 3 4 5
StronglyDisagree Disagreee Neutral Agree StronglyAgree
N=68(questions17) N=67(questions8&9) *AgreementmeanstheypreferestablishmentsawayfromNewberg.

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Question1Appealingplace:Inresponsetothequestionrespondents
mostfrequentlyanswered4,agreedshowingageneralpositivereactionto DowntownNewbergasawhole. ! Question2ParkingInresponsetoParkinginDowntownNewbergis
convenient,mostrespondentsanswered3,neitheragreeordisagree.Thisanswer indicatedthatparkinginDowntownNewbergisneitheridealorahindranceto shoppers,contrastingmanysuggestionsforimprovedparkingThisindicatesthat theaverageshopperwhilenotfeelinganimpactontheirshoppingexperience overall,desireparkingimprovements. ! Question3feelsafe:Inresponsetothisquestionmostrespondents
answered4,agree.Therewerenoresponsesbelowa4,agree,alongwithno commentsregardingsafety,indicatingshopperfeelingsofsecuritywhiledowntown focusedontheneedforsidewalkimprovement. ! Question4friendlyservice:Inresponsetothisquestionmost
respondentsanswered4,agree.Therewerenonegativeremarksinregardsto servicewithallanswersrangingfromneitheragreeordisagreetostronglyagree withnocommentsonoverallshoppingexperienceindicatingapositiveshopper viewofmerchantsandinstoreservice. ! Question5wellmaintained:Inresponsetothisquestionmost
recipientsanswered4,agree. ! Question6majorityofshoppingneeds:Inresponsetothisthemost respondentsanswered2,disagree.Thisresponseisinlinewiththemajorityof

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shoppercommentsthattheavailabilityandvarietyofthestoresavailableare failingtomeettheneedsofshoppers. ! Question7choosetobuylocally:Inresponsetothisquestionmost shoppersresponded5,stronglyagree.Consideringthisrankingandthesupportof commentsbyrespondentsindicatingtheimportanceoflocalshopping,buying locallyisdeterminedtobehighlyvaluedbyshoppersurveyed.Adisconnectisseen thoughbetweenthedesireforbuyinglocallyandcommentsthatlistedlargechain storesasdesired,possiblyduetorespondentsseeingthesebrandsasthebestway ofexpressingtheirshoppingdesires. ! Question8necessarytogooutside&Question9preferrestaurants outside:Inresponsetoquestions8and9,mostrespondentsanswered4,agree. Thisresponsetobothquestion,incorrelationwithcustomerresponses,indicates thatthemajorityofshopperspreferleavingNewbergfortheirshoppinganddining needsduetoalackofdesiredshoppingandeatingneedsinNewberg.
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TypesofBusinessestoDrawMoreCustomers SurveyquestionslistedonpagetwousedaLikertScalerangingfromstrongly
agreetostronglydisagree.Thissetofquestionsstrivestoidentifybusinessesdesiredby shoppersandthosebusinesseswithwhichshoppersfeelsatisfied.
DesiredStoreTypes
HardwareStores ElectronicsStores ClothingApparelStores GroceryStores GeneralMerchandiseFacilities EntertainmentFacilities JewelryStores GiftandSpecialtyStores Storetypes FashionBoutiques AntiqueStores ArtGalleries WineTastingRooms TouristandDestinationFacilities Bakeries Delicatessens CoffeeHouses Bar,Pub,Microbrewery FineDining,FullServiceRestaurants FamilyStyle,TableServiceRestaurants FastFood,SelfServiceRestaurants 0 1 2 3 4 5
StrongDisagre Disagree Neutral AgreeStrongDisagree
N=68
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Accordingtothedatacollectedthroughthesurvey,itwasfoundthatmost shoppersdesireanincreaseintheavailabilityofbakeriesindicatedbyamodeof5, stronglyagree. Familystyle,tableservicerestaurants,finedining,fullservicerestaurants, delicatessens,fashionboutiques,entertainmentfacilities,grocerystores,andclothing apparelstoresshowedamodeof4,agree.Thisresponseindicatesageneralagreement thatbringinginsuchbusinessesorimprovingthosecurrentlyavailableisdesiredby shoppers.Consistencyisseenbetweenthismodeandsuggestionslistedbycustomers Bar,pub,microbrewery,coffeehouses,winetastingrooms,artgalleries,antique stores,giftandspecialtystores,jewelrystores,electronicsandhardwarestoreswere foundtohaveamodeof3,neitheragreeordisagree.Theresultsindicatedageneral indifferencetotheincreaseorimprovementofthesebusinesstypes. Fastfood,selfservicerestaurantsgeneratedamodeof2,disagree,indicating shoppersfeeltheadditionorimprovementofthesebusinesstypeswouldnotaffect theirshoppingdesires.
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RESPONSESTOINDIVIDUALQUESTIONS
RecommendedBusinessforNewberg
NoMore Hardware PubsandBars WholeSale StoreType Electronics Bakery Entertainment GiftandSpecialtyStores Retail Restraunts SpecialtyGroceries 0 5 10 15 NumberofResponses 20 25 1 2 3 4 4 4 9 11 15 27 28 30
N=68 Themostrequestedtypeofestablishmentrecommendedbyshopperswasthe additionofspecialtygroceries,followedbyrestaurants.Specifically,themostfrequent specialtygrocermentionedwasTraderJoes(mentioned15individualtimes)followedby WholeFoods.Shopperssuggestedavarietyofmidrangeandfullservicerestaurants. Entertainmentfacilities,giftandspecialtystores,andretailwereseenasapopular additiontoDowntownNewbergaswell,withaBowlingAlleyspecificallymentionedthe most,mentionedbysixseparateshoppers.Theadditionofpubsandmicrobrewerswere recommended.Throughresponses,thereisanoticeableemphasisonbusinessesthat
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provideentertainment,localproducts,mainstreamstores,andimprovedgathering placesandnightlife.
RecommendedImprovements
Entertainment Improvementareas Community FoodOptions Dcor Retail TrafficandParking 0 5 10 15 NumberofResponses 20 25 3 4 6 9 11 26 30
TherecommendationforDowntownNewbergthatwasthemostfrequentwas commentsontraffic/roadimprovementsandparking.Thefinishingofthebypasswasa commonrecommendationtoimproveNewberg.Manyshoppersmentioned redecoratingthestreetsandbuildingswouldhelpgiveNewbergafacelift.Adding morecommunityeventsthatpromotedNewbergasaFamilyFriendlyplacewere recommended.Severalshoppersmentionedaneedforanightlifeatmosphereand businessesinDowntownNewberg.

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ShopperPurchasesMade Surveyquestionslistedonpagethreeindicatingpurchasesinthesevenday periodpriortoadministeringthesurvey.
Purchasesmade
Other(pleasespecify) WineandWineTasting RestaurantMeals Jewelry Groceries TypeofPurchase Gifts Gasoline Electronics CoffeeorOtherBeverages Clothing Art Imadenopurchases 0 7 Numberoftimeslisted 3 2 51 10 30 2 40 2 25 9
! Coffeewasseentohavethehighestnumberofpurchases,with51responses indicatedoutof65shoppersparticipatinginthisquestion. ! Groceries,gasoline,andrestaurantmealsshowedasignificantnumberof purchasesindicatinghighfrequencyrangingbetween4025purchases. ! Gifts,other,clothing,wineandwinetasting,jewelry,andelectronicsshoweda significantlyloweramountofpurchasesbyshoppersduringthedesignatedperiod.Art wasfoundtobethelowest,withnopurchasesindicatedbyshoppers.
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! Of65surveyed7reportedmakingnopurchasesdowntowninthepriorseven days. DemographicQuestions Thedatawecollectedshowedthat86%ofthoseresponding,outofasample sizeof68,areresidentsofYamhillCounty.85%ofthosesurveyedmadeapurchasein thepastsevendays,indicatingthatthosesurveyedwerewithinourdesiredmarket segment.68%ofthosesurveyedwerefemaleshowingahigherratiooffemaletomale shoppers.Thehighestpercentageofindividualssurveyed,36%,werepartofatwo personhouseholds.Asplitinourmarketsegmentwasseeninpercentofincomespent inNewberg,with38%spending25percentorlessand34%spending5175percent.
6or more 8%
Individualslivingin yourhousehold
5 8% 1 15%
Gender
Male 32%
4 17% 3 16% 2 36%
Female 68%

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CONCLUSIONS,LIMITATIONSANDRESOMMENDATIONS SUMMARYOFFINDINGS FindingsindicateanoveralldesireforimprovedshoppinginDowntownNewberg,that shopperneedsarenotbeingmetoverall.Shoppersindicatedadesireforimproved aestheticsofNewbergshops,improvedparking,andanemphasisonbuyinglocal. LIMITATIONSOFSTUDY Inconductingourstudy,wefoundseverallimitations.30outof65ofthosesurveyed indicatedage1925yearsoldwhichmayincludealargestudentpopulationratherthan theaverageNewbergShopper.SeveralrespondentsalsoindicatednotlivinginYamhill County,whichmayencompasspartofthevisitorsegment.Duetothis,resultsmaynot beatruerepresentationofthepopulation.Timewasalsoalimitationincollectingdata resultinginonly68totalrespondents.Whileitwasourattempttogaindatafroma varietyofstoretypes,49%ofoursurveyswerereceivedfromonelocationcreatinga possiblebiasofthosequestioned. RECOMMENDATIONSFORFUTURESTUDIES Forfuturestudiesconductedtogathersimilardatathereareseveral recommendationswewouldmake.Ifthesurveywastobedoneagain,orasurveyofa similarmanner,agreateramountoftimewouldbenecessaryinordertogainamore representativesampleofthepopulation.Itwouldalsobeourrecommendationthatan evennumberofsurveysbegiventoeachbusiness,orthatsurveysbefilledoutby shoppersataneutrallocation.Relyingmoreheavilyonselfadministeredsurveysmight
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yieldmoreindepthresponses.Possiblyprovidingamapattimeofsurvey administrationmightleadtomorerealisticsuggestionsbycustomers.Adefinitionof localorinclusionofwhattypeoflocalpurchasingshoppersmightdesirewouldalso assistinfurtheringdeeperresults.

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APPENDIXC.DowntownNewbergShopperSurvey
Store:
Date:
Time: Code#:
DowntownNewbergCoalition
DowntownNewbergShopperSurvey
GeorgeFoxUniversity,inassociationwiththeDowntownNewbergCoalition,issurveying localshoppersofdowntownNewbergtogatherinputontheirreactiontoitscurrent shoppingatmosphereandavailability.Weappreciateyourtimeandhonestanswersin helpinggatherthisdata.Thesurveywilltakeabout5minutesofyourtime.Please completeeachquestionandcircleonenumberforeachstatementunlessotherwise stated. Neither Agreeor Strongly Strongly Agree Disagree Disagree Disagree Agree DowntownNewbergisanappealing place. 4 3 2 1 5 ParkingindowntownNewbergis convenient. 4 3 2 1 5 IfeelsafewhenIamindowntown Newberg. 4 3 2 1 5 MerchantsinNewbergprovide friendlyservice. 4 3 2 1 5 BusinessfacilitiesinDowntown Newbergarewellmaintained. 4 3 2 1 5 StoresinNewbergareabletofulfill themajorityofmyshoppingneeds. 4 3 2 1 5 Whenpossible,Ichoosetobuy locally. 4 3 2 1 5
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Ifinditnecessarytogooutside Newbergonaregularbasistomeet themajorityofmyshoppingneeds. Ipreferrestaurantsoutsideof Newbergoverrestaurantsin Newberg.
5 Strongly Agree

EatingandDiningFacilities
Agree 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
3 2 1 Neither Agreeor Strongly Disagree Disagree Disagree 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
IwouldspendmoretimeandmoneyindowntownNewbergifithadbetter: 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
FastFood,SelfServiceRestaurants FamilyStyle,TableService Restaurants FineDining,FullServiceRestaurants Bar,Pub,Microbrewery CoffeeHouses Delicatessens Bakeries

TouristandDestinationFacilities
WineTastingRooms ArtGalleries AntiqueStores FashionBoutiques GiftandSpecialtyStores JewelryStores EntertainmentFacilities

GeneralMerchandiseFacilities
GroceryStores ClothingApparelStores ElectronicsStores HardwareStores
WhatstoresorbusinesseswouldyouliketoseecometoNewberg?
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WhatonerecommendationwouldyouhavetoimprovedowntownNewberg? AreyouaresidentofYamhillCounty?
Yes No
Inthepastsevendays,includingtoday,haveyoupurchasedanythingindowntownNewberg?
Yes No
Ifyoumadepurchasesinthepastsevendays,whatitemsdidtheyinclude?(markallthatapply) Imadenopurchases Art
Clothing CoffeeorOtherBeverages Electronics Gasoline Gifts Groceries Jewelry RestaurantMeals WineandWineTasting Other(pleasespecify)
Approximatelywhatpercentageofyourfamily'sshoppingdollarsarespentinNewberg? 76100percent
5175percent 2650percent 25percentorless

Whatisyourage? Under18
1925years 2635years 3650years 5165years 66yearsorolder

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Areyou:
Male Female Howmanyindividualsliveinyour household? 1 2 3 4 5 6ormore
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APPENDIXD.AnswerstoOpenendedQuestions WhatstoresorbusinesseswouldyouliketoseecometoNewberg? 1. 2. 3. 4. N/A JambaJuice Clothes maybesomethinglikeabowlingalley,anicehangoutw/stufftodo.Abakery wouldbenice. 5. TraderJoes,BowlingAlley 6. NewSeasons,WholeFoods 7. European,GoodQuality,Bakery 8. N/A 9. ATraderJoeswouldbeAwesome 10. EntertainmentFacility,Bowling,orrollerrink 11. N/A 12. Anicebakery,specialtypizzashop,bowlingalley 13. N/A 14. Chipotle 15. TraderJoes,wholefoods,Hotlipspizza 16. Winco,redrobin,morebars,h&m 17. TraderJoes 18. TraderJoes,winco,frye'select.,highendmotorsportshops/cartuners 19. N/A 20. TraderJoes,wholefoods,mcmenamins,asweetbrewpub!Amusic(CD) shopmorebookstorespizzabytheslicedowntown 21. Clothing 22. williamssonomas,anoldfashiondrugstorewithasodafountain 23. Bettermidrangerestaurants 24. Winco,costco,homedepot 25. skippersfish&chips,krispycrme 26. TraderJoes/newseasons/naturesdeligood 27. Ilovethehandmadethingsmoreofthose.Possiblyalargerbookstoreaswell 28. quilting,mcmin 29. N/A 30. TraderJoes 31. AcircuitCitykindofplace(officestore) 32. TraderJoes 33. TraderJoes,JambaJuice 34. Organic,localGrocery 35. Smoothieshop,bowlingalley,craftstorebakery 36. Drivethrustarbucks,decoretteshop,bowlingalley,iceskatingrink 37. Drivethrustarbucks,decoretteshop,traderjoes,coldwatercreekspa
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38. N/A 39. traderjoes!Areallygoodmicrobrewerynotlike1stst.pub 40. Agrocerycoopwouldmakemylifecomplete.Alocalbakerywouldbeawesome too.Pandoriaisgreatformysweetbreaddesires,butI'dlovelocalfreshbread 41. TraderJoestypestore(naturalorspecialtygroceries)Bakery!!Bettercafstyle restaurants 42. clothingstoresw/naturalfiberclothingfabricstores 43. TraderJoes 44. Moreretail 45. Organicfoodstore(fullservice) 46. Clothing 47. panda,sonic,gamestop,bestbuy,oldnavy,jambajuice,olivegarden 48. moreclothingstores 49. moreofadeptstorewithclothingbeddyfurniture 50. clothing,antiques,giftsnicecleangrocerystore 51. lowerclassrestaurantsforstudents 52. lowerclassrestaurants 53. bowlingalley,abbqrestaurant 54. lowe's,traderJoe's,highendgrocerylikewholefoods 55. McMinnemen's,costco,gustav's,forever21,target 56. betterrestaurants 57. N/A 58. moreservicerestaurantsofferinglocalfareproduce 59. shoesstores,cloth 60. TraderJoe's 61. niceclothingstore,anotherrestaurantchoice,goodwill,groceryoutlet 62. N/A 63. organic,localfoodstore,realfoodcaf/restaurant 64. ShoeStore 65. N/A 66. AppleBees! 67. N/A 68. NoMore.MaintainWhat. WhatonerecommendationwouldyouhavetoimprovedowntownNewberg? 1. Morecommunityevents 2. Stufftodobesidesshopping 3. Newbergistooboring.Itneedsanightlife.Waterfeature@apark 4. N/A 5. quaintantiquestreetlights 6. N/A 7. MoreGlutenfreeoptionsforpatrons 8. Parking
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9. N/A 10. Flowers!! 11. N/A 12. N/A 13. Betterplacestoeat! 14. BetterShops 15. Moreparking,finishbypass 16. getthedangbypassthenchangetosinglelanetrafficdowntownw/moreparking 17. move99ormakeitmorepedestrianfriendly 18. Seeabove(TraderJoes,wholefoods,mcmenamins,asweetbrewpub!Amusic(CD) shopmorebookstorespizzabytheslicedowntown) 19. N/A 20. Parking 21. N/A 22. Getridofonewaystreets 23. likes,handycapparkingforolder,afraidoftraffic/parkingangledparking 24. Repairdowntownparkinglotandlandscape 25. havemoreeventstodrawpeopleinsuchas1stFridays(sortoflikemac's3rdst) 26. N/A 27. nohighway 28. BikeLanes 29. Divert99 30. Addareasonableclothingshop 31. Moredevelopment,bordersbooks 32. BikeLanes!!!! 33. Anewandusedbookstore 34. morefamilyfriendlyplaces 35. betterparking,morevarietyofshopsandnicerbistrotypeplaces 36. N/A 37. Toomuchtraffic 38. becomemorecohesivewithnature 39. lessoffices,moreuniqueattractions 40. giveitafaceliftIaminspiredby3rdstinmcminnville.Newberghasalotofpotential butbadlyneedstobedeveloped 41. Seeabove(traderJoes) 42. moreparkinglesspolice(motorcycleofficers) 43. improvedcurbappealcolorfeelownings,cleanwindows,flowers,newstores 44. parking 45. moreparking 46. moreoptions 47. N/A 48. Fixsidewalks.Havemoreparking 49. N/A 50. Crosswalks
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51. N/A 52. morequaintatmosphere,putinbypasstoreducetraffic 53. betterpublictransportation 54. haveallstorefrontsoccupied 55. N/A 56. morethriftshops,wholesale,microbreweres,pubs 57. N/A 58. Pubsimilartomcmenamines 59. betterparkingfacilities 60. turnthedollarstoreintosomething 61. lesstraffic 62. morenorthboundtrafficto2ndst 63. N/A 64. dressitup,itlookslame 65. N/A 66. N/A
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STUDYD AMARKETANALYSISOF NEWBERGVISITORS

Preparedfor: DowntownNewbergCoalition Preparedby: JennyBarram AaronBurkhart MateoChavez JacobCuniff JaimeWiebelhaus GeorgeFoxUniversity MarketingResearchBUSN450 December8,2010

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December8,2010 DanDanicic CityManager 414E.FirstStreet Newberg,OR97132 DearMr.Danicic: AsmutuallyagreedintheproposaldatedOctober19,2010,wehavecompletedthe marketresearchanalysisfortheDowntownNewbergCoalition.Theresultsare containedinthereportentitledAMarketAnalysisofNewbergVisitors.Thereportis basedoffof53dropoffsurveysand6mallinterceptsurveysdistributedtodetermine howfrequentlypeoplevisit,purposefortheirstay,andwhattheydowhileinNewberg. Thecompletemethodologyisdescribedinthereport.Standardmarketingresearch practiceswereusedthroughouttheresearchproject.Youwillfindthattheresultsofthe reportprovidequantitativeandqualitativedataforusebytheDowntownNewberg Coalition.Wehopeyouwillbeabletousetheseresultstomakemoreinformed decisionsfortheimprovementofthedowntownarea. Ifyouhaveanyquestionsorconcernspleasefeelfreetocontactanyofusviaemailor phone. Sincerely, JacobCuniff JenniferBarramMateoChavez 5033492128 50386930845039513690 jcuniff08@georgefox.edujbarram06@georgefox.edumchavez09@georgefox.edu AaronBurkhart JaimeWiebelhaus 5034400947 5034767704 aburkhart07@georgefox.edujwiebelhaus07@georgefox.edu
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ExecutiveSummary
The Downtown Newberg Coalition is working with George Fox Universitys student marketingteamstoconductresearchonvisitorstotheNewbergarea.Adropoffsurvey wasdistributedtocollectinformationtoanswerthefollowingquestion:Whatproducts and services, were they available locally, would be purchased by visitors to Newberg insteadofelsewhere? Background ThereareanumberofemptystorefrontsindowntownNewbergthatneedtenants.Our surveywasdistributedtovisitorstodeterminewhatbringsthemtotheNewbergarea. Our goal was to find out what kind of businesses will be successful in downtown Newberg. Findings Theteamfoundthattypicalvisitorsfromthesurveyareindividualsbetweentheagesof 5165, highly interestedin wine anddining, which have higher income levels ($76,000 and up). This market segment is important to understand suggestions for changes to the downtown Newberg area, as visitor preferences are important to bringing in business. The age range of the typical visitor from this survey implies a certain demographicforvendorpreferences.Furthervalidatingthisfindingwouldbevaluable research to conduct. With average income levels high, this could lead to the developmentofarevisedvendormixinthedowntownarea.Withwinelistedasahigh preferenceonthesurveys,furtherdevelopmentofthewinecommunityinNewbergis importanttocultivatingtheYamhillValleywineindustry.Thiscontinuestobeamajor drawtothearea.74%ofthevisitorssurveyedonlyvisitedNewbergoncewithinthelast three months. Being able to find a way to capitalize on visitors who visit frequently wouldbeimportanttosuccess.Morerestaurants,winetastingrooms,artgalleries,and bowlingweremostfrequentlyrequestedontheopenendedquestionsinthesurvey. FutureRecommendationsforResearch Movingforwardincontinuedresearch,thevisitorteamwouldrecommendfocusingon threemainobjectives.Withsuchahighrateofreturningvisitors,at65%,learningmore aboutwhatbringsthembacktoNewbergwouldbehelpful.Webelievethistobean importantdirectiontogoinresearchbecausethisisamarketthatshouldbeconsidered when developing an effective tenant mix for downtown. Second, we would suggest using more qualitative research for the purpose of further determining visitor preferences.Third,comparingdowntownNewbergtootherdowntownsofsimilarsize would be an activity of value for the purpose of learning how other towns have effectivelyincorporatedtheirvisitorpopulationintotheirbusinessofferings.
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Introduction
Background The Newberg Downtown Coalition is an association of Newberg business owners, government officials, and interested citizens who want to promote the vitality of the downtown trade area in the city of Newberg. There are currently a number of vacant storefronts and commercial lots in downtown Newberg. The Coalition is interested in helpingtoattractbusinessestooccupythesespaces,businessesthathavethepotential of substantially increasing retail sales in the community and also providing services to makethecommunityseconomymorevibrant.Thisstudywasconductedwithvisitorsto theNewbergareaasourprimaryfocus. AsurveydistributedtovisitorstoNewbergansweredthefollowingquestion: Whatproductsandservices,weretheyavailablelocally,wouldbepurchasedbyvisitors toNewberg? ResearchObjectives WehaveresearchedthebuyingbehaviorsandpreferencesofvisitorstoNewberg.Our primarygoalwastoascertaininformationonvisitordemographics,purchasingbehavior, and preferences in downtown Newberg. Also, we wanted to find out how often and whypeoplevisitNewberg,andwhatactivitiestheywereinvolvedinduringtheirstay. Boththese goals were for thepurpose of supplying theDowntown Newberg Coalition withinformationusefulfordeterminingwhoshouldfilltheemptystorefronts.
Method
Introduction Theprimarymethodofresearchinthisstudywasadropoffsurveytovisitorstothe downtownNewbergarea.Thesurveyaskedquestionsabouttheirpurchasinghabits, perceptionofdowntownNewberg,andwhatbroughtthemhere. DefinitionofthePopulation The population of concern consisted of visitors to downtown Newberg wineries and other attractions. A visitor was considered anyone who lived more than 25miles outside of the city of Newberg. Because our surveys were distributed in and around downtown Newberg, responses were included from both visitors and local Newberg residents. However, only data from those who fell into the visitor classification was analyzedinthisreport. SamplePlan Theplanwastodistributethesurveyinbusinessesthathaveahighvolumeofvisitors. Thesurveysweredistributedtotastingrooms,hotels,andotherNewbergattractions. Theseplaceswerechosenbecauseoftheconvenienceoftheirlocationaswellastheir
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high number of visitors. The locations used were: Springbrook Hazelnut Farms, Travel Lodge, Art Element, Newberg Trolley, Chehalem Glenn Golf Course, Fox Farms Tasting Room,WinderleaWinery,andtheChehalemTastingRoom. SampleSize Becauseoftheinabilitytobepresentatthelocationsthesurveysweredistributed,the response rate relied on the cooperation of the businesses owners to encourage customerstotakethesurvey.Thetotalnumberofcompletedsurveyswas59.Visitors completed31ofthesesurveys. DevelopmentoftheSurvey Itwastheresponsibilityofthevisitorsresearchteamtoanswerthefollowingquestion: What types of businesses would be successful to bring visitors to the Newberg area? Some ofthequestions asked were: how often visitors came to Newberg, if they were awareofthelocationofdowntownNewberg,andwhatvisitorswouldliketoseemore ofindowntownNewberg.Thefirstdraftofthesurveywascompletedanddistributedto atrialsetofrespondents.Thesurveywasthenrevisedtobetteraccommodatevisitors with questionsthat were clear and easy to understand. Thanks tothe inputfrom trial respondents,thefinalrevisionsweremadeandthesurveywasreadytobedistributed toalllocations. DataCollectionMethod Theinitialplanwastodistributethesurveythroughamallinterceptinterview;where therespondentwouldbeaskedthequestionsfacetoface.Unfortunatelythebusinesses werenotwillingtohavetheteambeattheirlocationaskingtheircustomersquestions. Theeffortswerethenshiftedtoadropoffsurveywhereresponsestothesurveyrelied ontheparticipationofthebusinessownertoencouragecustomerstoparticipateinthe survey.TheteamdroppedoffsurveysonThursdayorFridayafternoons,andpickedup the completed surveys on the following Monday. This was done between Friday, November5,2010andMonday,November22,2010.Becauseofthelowresponserates the team was receiving, they changed their tactic to adapt to the environment. They decidedtoconductinpersonsurveysoutsidenearFoxFarmTastingRoominorderto hopefullyincreasethenumberofresponses.6surveyswerecollectedfromthischange andofthat6,4werevisitors.
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ResponsestoIndividualQuestions
Q1: Doyoulivewithina25mileradiusofNewberg? Percentage Number Yes No 47.5% 52.5% 28 31
Total 100.0% 59 Ofthe59surveysthatwerecompletedandreturned,28livedwithina25mile radiusofNewberg,31livedoutsidethatradius.Asthisstudywasconcerned primarilywithvisitorstothearea,onlythe31respondentsfromoutsidethearea wereincludedintheremainderoffindings. Q2: IsthisyourfirstvisittoNewberg? Percentage Number Yes 35.5% 11 No 64.5% 20 Total 100% 31 Ofthe31visitorstoNewbergthatcompletedthesurvey,11werevisitingforthefirst time.Therewere20returningvisitorsthattookthesurvey. Q3: HowlongareyouvisitingNewbergonthistrip? Percentage Number LocalResident 0% 0 Justfortheday 51.6% 16 Morethanaday, 16.13% 5 hotel Morethanaday, 16.13% 5 stayingwith friends/family Morethanoneday, 16.13% 5 other accommodations Total 100% 31 Ofthe31visitorsthatcompletedthesurvey,16wereonlyvisitingfortheday,5 visitors werestayinglongerthanonedayandinahotel,5werestayingmore thanoneday
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andstayingwithfamily/friends,and5respondentswerestaying longerthanoneday andhadotheraccommodations. Q4: HowmanytimeshaveyouvisitedNewberginthepast3months? Percentage Number LocalResident 0% 0 Justonce,thisvisit 74.2% 23 23times 25.8% 8 4+times 0% 0 Total 100% 31 Ofthe31visitorswhorespondedtothisquestion,23hadvisitedNewbergonlyoncein thepast3months.Therewere8visitorswhohadvisited23timesinthepast3months. Q5: AreyouawareofthelocationofdowntownNewberg?(RiverSt.toMainSt.) Percentage Number Yes 62.1% 18 No 37.9% 11 Total 100% 29 Ofthe29visitorswhorespondedtothisquestion,18saidthattheywereawareofthe downtownNewberglocation.Therewere11visitorswhosaidthattheywerenotaware ofthedowntownNewberglocation. Q6: DoyoumakepurchasesindowntownNewberg? Percentage Number Yes 54.8% 17 No 45.2% 14 Total 100% 31 Ofthe31visitorswhorespondedtothisquestion,17makepurchasesindowntown Newberg.Therewere14visitorswhosaidtheydonotmakepurchasesindowntown Newberg.
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Q7:
Ifso,whattypes?(Respondentscouldcheckmorethanoneanswer) Restaurants Cafs Groceries Electronics Hardware Clothing Gifts Art Wine Coffee Products Other None Total Percentage 20% 2.9% 0% 0% 0% 0% 2.9% 2.9% 40% 14.3% 2.9% 14.3% 100% Number 7 1 0 0 0 0 1 1 14 5 1 5 35
WhenaskedwhattypeofpurchasestheymadeindowntownNewberg14 visitorspurchasedwine.Therewere7visitorswhosaidthattheymadepurchasesat restaurants.Thesewerethemostcommonpurchasesmadebyvisitorsindowntown Newberg.
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Q8:
DowntownNewbergisanattractiveplaceforvisitors.(Onascaleof15,1 beingstronglydisagreeand5beingstronglyagree)
# of responses 14
Downtown Newberg is an attractive place for visitors.
12 10 8 6 4 2 0 Strongly Disagree(1) Disagree(2) NoPreference (3) Agree(4) StronglyAgree (5)
Q9:
n=28 ThislikertscaleshowsvisitorsperceptionofdowntownNewbergandifitisan attractiveplaceforvisitors.Therewasanoverallpositiveresponsewith12ofthe 28visitorswhoagree.However,another12respondentshavenopreference; thismaycorrelatewithwhethertheyareawareofdowntownNewbergornot. AmajorreasonformetovisitNewbergistovisitwineries.(Onascaleof15,1 beingstronglydisagreeand5beingstronglyagree)
A major reason for me to visit Newberg is to # of visit wineries. responses

14 12 10 8 6 4 2 0 Strongly Disagree(1) Disagree(2) NoPreference (3) Agree(4) StronglyAgree (5)
n=29
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23ofthe29respondentsagreedorstronglyagreedthattheycometoNewberg tovisitwineries.Only2hadnopreferenceand4oftherespondentsdisagreed withthisstatement.Itsimportanttonotethatofthe8locationssurveyed,three ofthemwerewineries.ThereisahighvolumeofwineriesintheNewbergarea andaregoodattractionsforvisitors. Q10: AmajorreasonformetovisitNewbergistoeatatrestaurants.(Onascaleof1 5,1beingstronglydisagreeand5beingstronglyagree)
# of responses
AmajorreasonformetovisitNewberg istoeatatrestaurants.
20 15 10 5 0 Strongly Disagree No Agree(4) Strongly Disagree (2) Preference Agree(5) (1) (3)
n=29 Ofthevisitorsresponding,15ofthe29respondentshadnopreferenceis restaurantswasamajorreasontocometoNewberg.Thismaybebecausethey areunawareoftherestaurantsorthatitjustisnttheirprimaryreasontovisit. However,restaurantsarethesecondmostpurchasedgoodinNewberg accordingtooursurveyresults.9indicatedthattheydonotcometoNewberg forrestaurantsand5indicatedthattheydo.
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Q11: AmajorreasonformetovisitNewbergisforactivitiesontheGeorgeFox campus.(Onascaleof15,1beingstronglydisagreeand5beingstrongly gree) a
A major reason for me to visit Newberg is for the activities on the GFU campus.
# of responses
12 10
8 6 4 2 0 Strongly Disagree(1) Disagree(2) NoPreference (3) Agree(4) StronglyAgree (5)
n=29 TheseresultsshowthatGeorgeFoxUniversityisnotareasonforvisitorsto cometoNewberg.22ofthe29respondentsdisagreethattheGFUcampusisa majorreasonforcomingtoNewberg.Thereareonly4respondentswhoagree withthisstatementand4whohavenopreference.
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Q12: WhattypeofbusinesswouldyouliketoseemoreofindowntownNewberg? (Pleaselist2examples)

Entertainment: Bowling (4) Art Galleries (3) Golf (3) Comedy Clubs (1) Arcade (1) Golf Galaxy (1) Clothing stores: More Clothing Store Options (3) Boutiques (1) Other: Local gift/ art shops (1) Gift/ home stores (1) Spa (1) Hobby Store (1) Food and Drink: Good Moderate Restaurants (6) More Wine Shops (4) Fine Dining (1) Ethnic Restaurants (1) Mexican Food (1) Brew Pub (1) Department Stores: Home Depot (2) Costco (1) Walmart (1)
Q13: Whichrestaurantsdoyoufrequentlydineat?(NotspecificallyNewberg,please list2examples)

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Gender: Percentage Number Male 41.9% 13 Female 58.1% 18 Total 100% 31 Ofthe31visitors,therewereslightlymorefemalesthanmales.42%weremaleand 58%werefemale.Allofthesurveylocationswereattractionswithappealtoboth genders. Age: Percentage Number Under18years 0% 0 1925years 3.2% 1 2635years 22.6% 7 3650years 19.4% 6 5165years 54.8% 17 66+years 0% 0 Total 100% 31 Mostofthevisitorrespondentswereintheagerangeof5165.Ages1950werealso significantlyrepresented.Under18yearsoldandover66yearsoldwerenotagegroups thatwererepresentedinourfindings.
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HouseholdIncome:
Under$25,000 $26,000 $50,000 $51,000 $75,000 $76,000 $100,000 $101,000 $125,000 Morethan $125,000
Percentage 6.7% 16.7% 10% 26.7% 13.3% 26.7% 100%
Number 2 5 3 8 4 8 30
Total
Overathirdofoftheresponsesfromvisitorsindicatedincomeover$100,000.Thisisa significantfindingandfurtherresearchwouldbeinterestingtoseeifthisistypicalfor visitorswhocometoNewberg.
Conclusions,LimitationsandRecommendations
SummaryofFindings: After reviewing the responses from the survey, information was gathered to better understand the behaviors of Newberg visitors. A total of 31 visitors to Newberg completedthesurvey.Thesegraphsareavisualrepresentationofimportantfindings wediscoveredinthesurvey.
Question: Is this your first visit to Newberg?
No 65%
Yes 35%
n=31
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Ofthe31visitorssurveyed,35%wereontheirfirstvisit.Asthechartshows,manyof thevisitorsarenotontheirfirsttriptoNewberg.Infuturestudies,lookingatwhythese visitors are returning could help understand what will bring more repeat business to downtownNewberg.
Question: Are you aware of downtown Newberg?
No 38% Yes 62%

n=29
DowntownNewbergisdefinedastheareabetweenRiverSt.andMainSt.62%ofthe visitorssurveyedshowedanawarenessofthisarea.TheCoalitionmaywanttofurther explorethevisitorswhoarenotawareofthedowntownareaandwhatithastooffer.

#of purchases
Purchases in downtown Newberg
16 14 12 10 8 6 4 2 0 Wine Restaurants Coffee Products None Cafs Gifts Art Other
n=35
Wine and restaurant purchases comprised the most frequent purchases by visitors whiletheyweredowntown.Becausethreeofthelocationsthesurveysweredropped offatwerewinetastingrooms,itisimportanttofactorthatintothemagnitudeofwine
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purchases. As far as cafs, gifts, and art goes, the purchasing done by visitors was quitelow.Thiscouldbeattributedtoeitherthelackofinterestintheitems,lackof options,orthespecificpurposethatthevisitorshadforcomingtoNewberg. ConclusionsandObservations: Ofthesurveyscompletedbythevisitors,55%ofthemwereagedbetween5165.The most concentrated ranges of income levels were between $76,000 and over. These accountedfor50%ofthesurveys.GeorgeFoxUniversityactivitiesdidnotseemtobea drawformostvisitors.WinetastingwasamajorreasonforvisitingNewberg. Based on these observations, the team concluded from the survey that the typical visitorisagedbetween5165andhasahigherlevelofincome.Thevisitorsseemedto bemostinterestedinwineanddining.Thisfindingisfurtherbackedbythequalitative research conducted through openended questions. The majority of visitors were positiveorneutralontheattractivenessofthedowntownarea.Morespecificresearch examining reactions to the areas attractiveness would be helpful in understanding moreaboutvisitorexpectationsanddesiresforathrivingdowntownarea.Qualitative researchconductedinthisareawouldbeextremelyhelpful.Restaurants(specifically similartoLittleCooperstownpickedby6ofthe31visitors),wine,bowling,golf,andart galleriesweretheitemslistedontheopenendedquestionsasmostdesired. LimitationsofStudy: The time frame given to work with provided a short window of opportunity. Peoples unwillingnesstoparticipateinthesurveylimitedtheresponserate.Withoutincentives peoplearelesswillingtoparticipateinthesurvey.Theenvironmentwhereoursurveys were administered also hindered the number of responses. Tasting rooms and art galleries dont have high traffic, which leads to fewer opportunities for collecting surveys.Also,withouttheabilitytoproperlyexplaintheintentionsofoursurvey,and havingaphysicalpresence,alowernumberofsurveyscollected. RecommendationsforFutureStudies Theresearchtimeframeavailablecouldbeextendedtointeractwithbothvisitorsand businessowners.Meetingtheclientsoonerwouldhelpbetterunderstandtheirneeds and expectations. Starting the survey process earlier would give more time to gather responses.Theresultswouldbebetterrepresentedwithagreaternumberofsurveys. Branching out to different businesses regardless of traffic rate would increase survey volume.Incentivesalsotendtoincreaseresponserates. In future studies we recommend the use of more qualitative questions and learning more indepth about what visitors see as improvements to be made to downtown Newberg.Also,comparingdowntownNewbergtoothersimilarsizeddowntownswould be informative on what is being done differently in other communities to spark a thrivingdowntownarea.
D.VisitorsSurvey
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APPENDIXE.VisitorSurvey
GeorgeFoxUniversitySchoolofBusiness VisitorSurvey
The Downtown Newberg Coalition and George Fox University are conducting market research for the purposeofdeterminingwhattypesofstoresshouldrelocateinNewberg.Pleaseanswerallquestionsto thebestofyourability.Checkoneboxperquestion,unlessthequestionstatesotherwise. 1.Doyoulivewithina25mileradiusofNewberg? ! Yes ! No 2.IsthisyourfirstvisittoNewberg? ! Yes ! No 3.HowlongareyouvisitingNewbergonthistrip? ! I am a local resident ! Just for the day ! Morethanoneday,stayinginhotel ! More than one day, staying with family/ friends ! More than one day, other accommodations: 4.HowmanytimeshaveyouvisitedNewbergwithinthepast3months? ! I am a local resident ! 23times ! Just once, thisvisit ! 4 or more times 5.AreyouawareofthelocationofdowntownNewberg?(RiverStreettoMainStreet) ! Yes ! No 6.DoyoumakepurchasesindowntownNewberg? ! Yes ! No 7.Ifso,whattype?Circleallthatapply. ! Restaurants ! Clothing ! Other (please give an example): ! Caf s ! Gifts ! None ! Groceries ! Art ! Electronics !Wine ! Hardware !CoffeeProducts 8.DowntownNewbergisanattractiveplaceforvisitors. StronglyDisagreeDisagree NoPreference Agree StronglyAgree 1 2 3 4 5 9.AmajorreasonformetovisitNewbergistovisitwineries. StronglyDisagreeDisagree NoPreference Agree StronglyAgree 1 2 3 4 5
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10.AmajorreasonformetovisitNewbergistoeatatrestaurants. StronglyDisagreeDisagree NoPreference Agree StronglyAgree 1 2 3 4 5 11.AmajorreasonformetovisitNewbergisforactivitiesontheGeorgeFoxcampus. StronglyDisagreeDisagree NoPreference Agree StronglyAgree 1 2 3 4 5 12.WhattypeofbusinesswouldyouliketoseemoreofindowntownNewberg?(Pleaselist2examples) 13.Whichrestaurantsdoyoufrequentlydineat?(NotspecificallyNewberg,pleaselist2examples) Gender: !Male !Female Age: !Under18years !2635years !5165years !1925years !3650years !66+years HouseholdIncome: !Under$25,000 !$26,000$50,000 !$51,000$75,000 !$76,000$100,000 !$101,000$125,000 !Morethan$125,000 Questionsorconcerns?PleasefeelfreetocontactJennyBarramatjbarram06@georgefox.edu.

December2010 DowntownNewbergRetailStudy ConductedbyGeorgeFoxUniversity
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APPENDIXF.AllResponsestoSurveyVisitorsandResidents
Question TOTALS Percentages
Doyoulivewithina25mileradiusofNewberg? Yes 27 No 32 Total 59 IsthisyourfirstvisittoNewberg? Yes No Total
45.8% 54.2% 100.0%
11 48 59
18.6% 81.4% 100.0%
HowlongareyouvisitingNewbergonthistrip? Localresident 14 Justfortheday 25 Morethanaday,hotel 6 Morethanaday,stayingwith friends/family 6 Morethanoneday,other accommodations 7 Total 58
24.1% 43.1% 10.3% 10.3% 12.1% 100.0%
HowmanytimeshaveyouvisitedNewberginthepast3months? LocalResident 15 25.4% Justonce,thisvisit 25 42.4% 23times 13 22.0% 4+times 6 10.2% Total 59 100.0% AreyouawareofthelocationofdowntownNewberg?(RiverStreetto MainStreet) Yes 41 74.5% No 14 25.5% Total 55 100.0% DoyoumakepurchasesindowntownNewberg? Yes 37 No 22 Total 59
62.7% 37.3% 100.0%
December2010
D.VisitorsSurvey
Ifso,whattype? Restaurants Caf's Groceries Electronics Hardware Clothing Gifts Art Wine Coffeeproducts Other None Total
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24 8 8 0 4 2 7 3 24 15 4 8 107 22.4% 7.5% 7.5% 0.0% 3.7% 1.9% 6.5% 2.8% 22.4% 14.0% 3.7% 7.5% 100.0%
DowntownNewbergisanattractiveplaceforvisitors. StronglyDisagree 3 Disagree 9 NoPreference 20 Agree 22 StronglyAgree 1 Total 55 AMajorreasonformetovisitNewbergistovisitwineries StronglyDisagree 2 Disagree 6 NoPreference 11 Agree 24 StronglyAgree 14 Total 57
5.5% 16.4% 36.4% 40.0% 1.8% 100.0%
3.5% 10.5% 19.3% 42.1% 24.6% 100.0%
AmajorreasonformetovisitNewbergistoeatatrestaurants. StronglyDisagree 5 8.8% Disagree 15 26.3% NoPreference 24 42.1% Agree 12 21.1% StronglyAgree 1 1.8% Total 57 100.0% AmajorreasonformetovisitNewbergisfortheactivitiesontheGFU campus. StronglyDisagree 21 36.8% Disagree 19 33.3% NoPreference 12 21.1% Agree 3 5.3% StronglyAgree 2 3.5% Total 57 100.0%
December2010
D.VisitorsSurvey
Gender Male Female Total Age Under18 1925 2635 3650 5165 66+ Total HouseholdIncome Under$25,000 $26,000$50,000 $51,000$75,000 $76,000$100,000 $101$125,000 Morethan$125,000 Total
29 30 59 1 4 15 14 23 2 59 6 12 11 12 7 8 56 10.7% 21.4% 19.6% 21.4% 12.5% 14.3% 100.0% 1.7% 6.8% 25.4% 23.7% 39.0% 3.4% 100.0% 49.2% 50.8% 100.0%
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December2010
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APPENDIXG.ResponsestoSurveyVisitorsOnly
Question TOTALS Percentages
Doyoulivewithina25mileradiusofNewberg? Yes 0 0.0% No 31 100.0% Total 31 100.0% IsthisyourfirstvisittoNewberg? Yes 11 No 20 Total 31
35.5% 64.5% 100.0%
HowlongareyouvisitingNewbergonthistrip? Localresident Justfortheday Morethanaday, hotel Morethanaday, stayingwith friends/family Morethanone day,other accommodations Total 0 16 5 0.0% 51.6% 16.1%
16.1%
5 31
16.1% 100.0%
HowmanytimeshaveyouvisitedNewberginthe past3months? LocalResident Justonce,this visit 23times 4+times Total 0 23 8 0 31 0.0% 74.2% 25.8% 0.0% 100.0%
Areyouawareofthelocationofdowntown Newberg?(RiverStreettoMainStreet) Yes 18 62.1% No 11 37.9% Total 29 100.0%
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DoyoumakepurchasesindowntownNewberg? Yes 17 54.8% No 14 45.2% Total 31 100.0% Ifso,whattype? Restaurants Caf's Groceries Electronics Hardware Clothing Gifts Art Wine Coffeeproducts Other None Total 7 1 0 0 0 0 1 1 14 5 1 5 35 20.0% 2.9% 0.0% 0.0% 0.0% 0.0% 2.9% 2.9% 40.0% 14.3% 2.9% 14.3% 100.0%
DowntownNewbergisanattractiveplacefor visitors. Strongly Disagree 1 3.6% Disagree 3 10.7% NoPreference Agree StronglyAgree Total 12 12 0 28 42.9% 42.9% 0.0% 100.0%
AMajorReasonformetovisitNewbergistovisit wineries Strongly Disagree 1 3.4% Disagree 3 10.3% NoPreference Agree StronglyAgree Total 2 13 10 29 6.9% 44.8% 34.5% 100.0%
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AmajorreasonformetovisitNewbergistoeatat restaurants. Strongly Disagree 4 13.8% Disagree 5 17.2% NoPreference Agree StronglyAgree Total 15 5 0 29 51.7% 17.2% 0.0% 100.0%
AmajorreasonformetovisitNewbergisforthe activitiesontheGFUcampus. Strongly Disagree 11 37.9% Disagree 11 37.9% NoPreference Agree StronglyAgree Total Gender Male Female Total Age Under18 1925 2635 3650 5165 66+ Total HouseholdIncome Under$25,000 $26,000$50,000 $51,000$75,000 $76,000 $100,000 $101$125,000 Morethan $125,000 Total 2 5 3 8 4 8 30 6.7% 16.7% 10.0% 26.7% 13.3% 26.7% 100.0% 0 1 7 6 17 0 31 13 18 31 0.0% 3.2% 22.6% 19.4% 54.8% 0.0% 100.0% 4 1 2 29 41.9% 58.1% 100.0% 13.8% 3.4% 6.9% 100.0%
D.VisitorsSurvey
P a g e |97
December2010

Newberg Downtown Market Analysis

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Newberg Downtown Market Analysis

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AMARKETRESEARCHPROJECT TOIDENTIFYNEWRETAILOPPORTUNITIES FORDOWNTOWNNEWBERG

Preparedfor: DowntownNewbergCoalition MikeRagsdale,Director Preparedby: BUSN450MarketingResearchCourse GeorgeFoxUniversity E.AlanKluge,Ph.D. Professor Fall2010

RESULTS CONCLUSION,LIMITATIONS,RECOMMENDATIONS APPENDIXC:DOWNTOWNNEWBERGSHOPPERSURVEY APPENDIXD:SHOPPERRESPONSESTOOPENENDEDQUESTIONS

STUDYA BUSINESSOWNERS: AMARKETRESEARCHPROJECT OFDOWNTOWNNEWBERG

Preparedfor DowntownNewbergCoalition Preparedby JoshEnobakhare EvanClough DanxiLi December,2010

Number of Full Time Employees

Mostdowntownbusinessesaresmall,independentlyownedandhave3to4 employees.Theirsmallsizeresultsinmorevulnerabilitytofluctuationsinthe market.Largebusiness,suchasNapsThriftway,seemtofairbetterindifficult economictimes.

Number of Part-time Employees

Ourresearchdirectedourfocustothelargenumberofparttimeemployeesin downtownNewberg.Severalbusinessesthatwesurveyedstatedthattheyonly hiredparttimeemployees.Thereasonmostbusinesseshiredparttimewas financialinabilitytosupportfulltimeemployees. 4.

Thechangeinparttimeemploymentwassimilarwiththefulltimeemployment inthatithadfewfluctuations.Whetherornottheeconomywasfluctuating, businessesweregenerallyabletoretaintheirentireworkforce. 5.

Haveyoubeenabletoconsistentlyachievethistargetduringthelastyear? Despiteourteamseffortstowriteandaskthisquestioninamannerthatwas notintrusive(includingofferingconfidentiality),wefoundthatmanybusiness ownerswerestillreluctanttodisclosethisinformationtous.Onelargerbusiness

10miles 21miles 5miles 75%

9.Whatgenderdoyoutargetthemajorityofthetime? n=12 WhichGenderdoDowntownNewberg Businessestarget?

personalrelationshipswithcustomersmadethroughoperatingasmallstreet frontbusiness. 13.

no disclosure, 2 Very Satisfied,3

Doyouhaveplanstodownsizeyourbusinesswithinthenextyear? Onlyoneofthe12businessessurveyedindicatedplanstodownsizenextyear. Thisfurtherreflectstheconfidencethatbusinessownershaveintheir businesses.

STUDYB AMARKETINGRESEARCHSTUDYTODETERMINE GEORGEFOXUNIVERSITYSTUDENTSPERCEPTION OFDOWNTOWNNEWBERG

DowntownNewbergRetailStudy ConductedbyGeorgeFoxUniversity December2010

Thefollowingarebusinessesthatwouldpotentiallybemorebeneficiallocated downtownNewberg. ! FastFoodRestaurant,includingSandwichExpress ! TheSweetestThing ! GroceryStore:FredMeyer,Safeway,etc

IfinditnecessarytogooutsideofNewberg onaregularbasistomeetmyshopping needs. Strongly

FamilyStyle, TableService Restaurants 61%

16% 38 33 11 1 35% 47 13 4 1 12% 25 39 22 2 4% 15 34 37 8

Neither Agreeor Disagree

ArtGalleries AntiqueStores FashionBoutiques GiftandSpecialtyStores JewelryStores EntertainmentFacilities GeneralMerchandiseFacilities

Neither Agreeor Disagree

GroceryStores ClothingApparelStores ElectronicStores HardwareStores

12% 68 13 5 1 4% 22 25 44 4 10% 39 40 11 0 14% 51 24 9 1

5.IfinditnecessarytogooutsideofNewbergonaregularbasistomeetmyshopping StronglyAgree 15% needs.

IwouldspendmoretimeandmoneyindowntownNewbergifithadbetter: EATINGANDDININGFACILITIES 7.FastFood

StronglyAgree Agree NeitherAgreenorDisagree Disagree StronglyDisagree

16% 38 33 11 1 35% 47 13 4 1 12% 25 39 22 2 4% 15 34 37 8

FamilyStyle, TableService Restaurants 61%

31.Inthepastsevendays,includingtoday, haveyoupurchasedanythingindowntown Newberg?

53% 39% 21% 0% 5% 4% 20% 23% 7% 1% 5%

Off Campus 37% On Campus 63%

40% 35% 30% 25% 20% 15% 10% 5% 0%

GeorgeFoxUniversity 414N.MeridianStreet Newberg,Oregon97132

StronglyDisagree Disagreee Neutral Agree StronglyAgree

N=68(questions17) N=67(questions8&9) *AgreementmeanstheypreferestablishmentsawayfromNewberg.

mostfrequentlyanswered4,agreedshowingageneralpositivereactionto DowntownNewbergasawhole. ! Question2ParkingInresponsetoParkinginDowntownNewbergis

answered4,agree.Therewerenoresponsesbelowa4,agree,alongwithno commentsregardingsafety,indicatingshopperfeelingsofsecuritywhiledowntown focusedontheneedforsidewalkimprovement. ! Question4friendlyservice:Inresponsetothisquestionmost

respondentsanswered4,agree.Therewerenonegativeremarksinregardsto servicewithallanswersrangingfromneitheragreeordisagreetostronglyagree withnocommentsonoverallshoppingexperienceindicatingapositiveshopper viewofmerchantsandinstoreservice. ! Question5wellmaintained:Inresponsetothisquestionmost

recipientsanswered4,agree. ! Question6majorityofshoppingneeds:Inresponsetothisthemost respondentsanswered2,disagree.Thisresponseisinlinewiththemajorityof

StrongDisagre Disagree Neutral AgreeStrongDisagree

ShopperPurchasesMade Surveyquestionslistedonpagethreeindicatingpurchasesinthesevenday periodpriortoadministeringthesurvey.

4 17% 3 16% 2 36%

yieldmoreindepthresponses.Possiblyprovidingamapattimeofsurvey administrationmightleadtomorerealisticsuggestionsbycustomers.Adefinitionof localorinclusionofwhattypeoflocalpurchasingshoppersmightdesirewouldalso assistinfurtheringdeeperresults.

Ifinditnecessarytogooutside Newbergonaregularbasistomeet themajorityofmyshoppingneeds. Ipreferrestaurantsoutsideof Newbergoverrestaurantsin Newberg.

3 2 1 Neither Agreeor Strongly Disagree Disagree Disagree 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1

FastFood,SelfServiceRestaurants FamilyStyle,TableService Restaurants FineDining,FullServiceRestaurants Bar,Pub,Microbrewery CoffeeHouses Delicatessens Bakeries

WineTastingRooms ArtGalleries AntiqueStores FashionBoutiques GiftandSpecialtyStores JewelryStores EntertainmentFacilities

GroceryStores ClothingApparelStores ElectronicsStores HardwareStores

Ifyoumadepurchasesinthepastsevendays,whatitemsdidtheyinclude?(markallthatapply) Imadenopurchases Art

5175percent 2650percent 25percentorless

1925years 2635years 3650years 5165years 66yearsorolder

Male Female Howmanyindividualsliveinyour household? 1 2 3 4 5 6ormore

STUDYD AMARKETANALYSISOF NEWBERGVISITORS

GeorgeFoxUniversity 414N.MeridianSt. Newberg,OR97132

WhenaskedwhattypeofpurchasestheymadeindowntownNewberg14 visitorspurchasedwine.Therewere7visitorswhosaidthattheymadepurchasesat restaurants.Thesewerethemostcommonpurchasesmadebyvisitorsindowntown Newberg.

Downtown Newberg is an attractive place for visitors.

12 10 8 6 4 2 0 Strongly Disagree(1) Disagree(2) NoPreference (3) Agree(4) StronglyAgree (5)

A major reason for me to visit Newberg is to # of visit wineries. responses

Q11: AmajorreasonformetovisitNewbergisforactivitiesontheGeorgeFox campus.(Onascaleof15,1beingstronglydisagreeand5beingstrongly gree) a

8 6 4 2 0 Strongly Disagree(1) Disagree(2) NoPreference (3) Agree(4) StronglyAgree (5)