pF
A
B
RDAt
ti Item No
o
Y ia
1947
f
4 AGENDA ITEM REQUEST FORM
f
ORIDP
Town Manager Connie Hoffmann CJ
Department Submitting Request Dept Head
s Signature
REGULAR DEADLINE TO ROUNDTABLE DEADLINE TO
Town Clerk Town Clerk
COMMISSION MTG MEETING
Meeting Dates 00
7 PM Meeting Dates 7 PM
00
April 27 201 I April 15 5 pm
00 April 12 201 l April 1 5 pm
00
May 24 201 I May 13 5 pm
00 May 1 Q 2011 00
Apri129 5 pm
lune 28 2011 June 10 5 pm
00 June 14 201 l June 3 5 pm
00
July 26 201 I iuly l5 5 pm
00 July 12 201 July 1 5 pm
00
2011 TED t r
1 l
I
FY UESIGNA lii 1tIQ121 ITEM
MASTER PLAN
SUBJECT TITLE TOWN MARKETING PLAN
EXPLANATION In the Commission asked that RMA
April develop a proposalto prepare a
Marketing Plan
for the Town That is attached The cost of the work is
proposal proposed approximately 62 which includes
25
000 000 a
expenditure for market research site
on interviews of 250 visitors to the
Sea
Lauderdale and
by
involving telephone survey a
of 250 residents of the adjacent metropolitan area regarding such
things as their activities in the Town spending habits
indications of what would bring them back or cause them to come to Town positive and negative experiences in Town and
their image of the Town The data gathered in the market research will be used in
developing the marketing plan and will
serve as baseline data against which we can gauge progress The
development of the Marketing Plan is a one expense
time
but the market surveys would be in the future to determine whether we are
repeated periodically achieving our market
objectives
Funds available in this the cost of RMA
are s
year consulting budget to cover proposal
You will recall that RMA also recommended that the Town hire a Marketing Director or contract for the services of an
experienced Marketing professional to the Town It would be difficult to do an RFP for marketing services without first
having the marketing plan on which to base a scope of services for the RFP As far as hiring an inmarketing person
house
RMA has advised that in their experience the Town will have to pay a
salary of 70for an experienced high
000
75
quality marketing professional who can hit the ground running With benefits the annual cost would increase to nearly
000
100 It is possible that through an internal reorganization we could offset some of those costs from within the existing
budget The advantage of having the Marketing Director on staff is continuity full integration into the community and a
constant presence to
bring a marketing mindset to all we do Given our current workload it would take almost three months
to recruit and hire a
marketing staff person RMA indicates that once the Town executes their contract which would be July
151 at the earliest if the Commission decides tonight you wish to
go forward they can have a draft marketing plan to us in
three months
If the Commission decides to go forward with development of the marketing plan it is my suggestion is that we prepare next
000
year budget with 100 earmarked for
s marketing services Come October we couldsimultaneously recruit for a
Marketing Director and issue RFP for services determine which
an
marketing so we can approach is least costly and most
effective
EXPECTED OUTCOME Commission direction s
RMA
1 on proposal to develop a
marketing plan
2 Discussion of funds in the FY 2012 for
including budget marketing services
EXHIBIT Marketing proposal dated 6 from RMA
2011
8
l
Kedevelopment Aasouat es
Management
3109 East Atlantic Blvd Suite B
Pompano Beach Florida 33062
Contact 954 829
3508
June 8 2011
Constance Hoffmann Town Manager
4501 Ocean Drive
Lauderdale FL
Sea
by
the 33308
Dear Ms Hoffmann
RMA Consultant is pleased to provide this scope of services and fee proposal to
undertake market research and to prepare a marketing plan for the Town of Lauderdale
by based on that research
Sea
the
RMA had earlier recommended that the Town of by
Lauderdale develop a
the
Sea
comprehensive marketing approach to implement certain components of the Towns
Master Plan RMA had recommended the following actions
1 DEVELOP A MARKETING PLAN
1 Develop Objectives Strategies and Tactics to retain and attract businesses and to
increase sales
2 IMPLEMENT THE MARKETING PLAN THROUGH A VARIETY OF
MEANS INCLUDING SPECIAL EVENTS
1 Hire a Marketing Director or contract position to be responsible for
Outreach and Communication
Special Events schedule and objectives
Develop abusiness
orientedweb site
Handle special media
Public relations
Prepare a centralized hotel marketing strategy
Implementation ofthe strategies tactics defined in the Marketing Plan
2 Undertake a
Branding Campaign to create defined
awell identity for the Town
Hire and manage consultant to go through the branding process
Implement branding recommendations
f7edevefapment P anaAssnN at es
t ement
3 UNDERTAKE RETAIL and BUSINESS DEVELOPMENT
1 Establish incentive programs for retail properties such as
Retail Facade Grants Signage Bxterior
Merchant Assistance
Relocation
2 Establish a merchant association
Begin monthly meetings
Address business hours of operation
4 RETENTION OF HOTEL INVENTORY AND SUPPORT HOTEL
OPERATIONS
1 Create incentives for hotel rehab through code revisions and a rehab grant program
2 Establish a Hotel Association to address
Rate structures
Foster collective advertising marketing
web site
Develop a
3 Establish a hotel property quality
rating system assurance program
PROPOSED SCOPE OF SERVICES
To ensure the objectives and strategies of a marketing plan are based on data and
statistical information and not simple assumptions RMA recommends that the Town
conduct research to form an analytical basis for the plan The data compiled from the
research should be measured each year to accurately determine whether the goals and
objectives of the plan are being met and identify if modifications to the marketing
program are needed This scope provides that a marketing plan will be drafted with an
emphasis on the commercial and lodging
retail industries RMA will manage the hiring
oversight and analysis of the research data
1MARKET RESEARCH
0
1 INTERCEPT SURVEY
Intercept Surveys are a valuable tool to existing customer base of the Town
analyze the
are conducted at key locations in a targeted area
by stationing interviewersn
Intercepts
The questions asked provide a baseline for who is currently in the area including
demographic data what they are doing there Intercepts are valuable to establish a
baseline of activity Over time surveys are conducted at the same time each year and
used to track changes in activity and the customer base
2
tt 4ociates
anagement k
HedevNOpment
Unlike phone surveys the results of intercept surveys provide very accurate information
from the individuals who already come to the commercial section of the Town including
their impression of the area the changes that need to be made as well as their habits
and preferences
Deliverable See Exhibit A for the Intercept Survey Format and Questionnaire This
format will be used to collect data and will be correlated into a report Client may make
changes to the questionnaire as needed Both a hard copy and an electronic copy of the
report will be provided to the Client
2
1PHONE SURVEY
Phone surveys are invaluable to determine what the perceptions are about the Town by
individuals who may or may not currently frequent the area Most of the information
gathered from phone surveys is used to gauge the image an area has and specifically
target key assumptions from people who may not be very familiar with the area but
nevertheless have an opinion The perceptions of an area must be understood to attract
a new customer base Like intercept surveys phone surveys should be conducted at the
same time each year from the same radii to track changes in the perception of the area
Deliverable See Exhibit B for the Phone Survey Format and Questionnaire This format
will be used to collect data and will be correlated in to a report Client may make
changes to the questionnaire as needed Both a hard copy and an electronic copy of the
report will be provided to the Client
1MERCHANT BUSINESS HOTEL OWNER SURVEY
3
To determine the current status of the business community merchant and business
owner surveys are conducted The hotel industry will be surveyed as well The goal is to
gather information on the existing business operations including sales indicators
merchandise and inventory expansion opportunities information on their existing
customer base and what their plans are for their business Business attraction is a core
aspect of marketing efforts and to attract new businesses the Town needs to
understand the existing operations in order to gauge what changes need to be made
4
1MARKET PROFILES
Two ESRI reports are project ESRI are statistical reports that provide
suggested for this
demographic and information about the market in a given area One
psychographic
report is the standard 1 mile radius while the second is the 3 minute driving
3
5 5
10
radius Both household size and income and
reports will include demographic data
amounts spent on goods and services
On demand reports from various entities will be purchased provide a market profile
that
of any given geographic area This data is compared to information gathered from phone
and intercept surveys to see where the Town falls comparably Decisions can be made
to target certain markets using this data Information related to households size and
incomes age population education and employment is gathered Information can also
be garnered from these sources on spending habits and the amounts spent on a variety
of goods and services
2 MARKETING PLAN
0
The Marketing Plan is a valuable tool to effectively target marketing dollars to meet
and objectives The
specific goals Marketing plan will contain the following sections
I Executive Summary of the Plan
II General Information Base information including an analysis of the existing
merchandise mix hotel inventory current customer base and major
redevelopment target sites
III Situational Analysis Data on primary secondary local and tourist markets as
well as of the commercial and competitive markets
analysis
IV Conclusions Problems drawn from the market research and
Opportunities
on
defined objectives 8 Strategies to address both
V Tactics this section provides detailed programs and activities that should take
place in order to achieve the objectives
VI Budget a detailed budget for the activities and programs outlined
VII Evaluation Criteria to determine whether marketing efforts are working
3
0 SCHEDULE OF WORK
Consultant will begin implementing Section 1 upon execution of
0 an agreement
between the Town and RMA
3
1 Intercept and Phone Surveys
Week 1
2 Project Kick Off Review Questionnaires
Meetings and preparation
5
Week 3 Conduct Intercept Survey
Week 6
8 Conduct Phone Survey
Week 9
10 Intercept and Phone Final Reporting
2
3 Merchant Survey
Week 1
3 Data Collection
6
Week 4 Final reporting
3 Market Profiles Data Collected as available
4
3 Marketing Plan
Week 10
12 First Draft of Marketing Plan
Note Schedule depends on s
Client ability to respond to Consultant
s request for
meetings and coordination of activities
0
4 FEES
1
4 Intercept and Phone Survey
We have worked with several firms that do market research and have found Profile
Marketing to be a professional and reliable firm that consistently provides statistically
accurate information We solicited the attached proposal from Profile Marketing to do the
4
Td anagement Ae soc gates
Redevelopment
intercept and phone surveys described earlier Depending on the number of surveys the
Client may choose between sample sizes for the Visitor and Phone Survey RMA
recommends either option
Visitor
Intercept Surveys Market Telephone Surveys
n 125 702
9 N
A
n 250 735
13 950
8
n 400 N
A 250
12
RMA will add a 10 fee for the management and analysis of the surveys Assuming the
Town selects the sample size of 250 for both the intercept and telephone surveys the
cost of this s
research including RMA fee would be 50
24
953
4 Merchant Business Owner Surveys
2
Atarget of 50 surveys is recommended The fee is 25 per survey for a total cost of
1 Postage for mailing questionnaires
250 is not included in the fee
4 Market Profiles Data
3
ESRI will be collected and analyzed for a flat fee of 500
reports
4 Marketing Plan
Preparation of the Marketing Plan will be completed for a flat fee of 35
000
Summary of Fees
and Phone Survey sample size
Intercept 250 24 Sub work
935 contracted
50
Merchant Surveys
Business 00
1250
Market Data 00
500
Marketing Plan 35
00
000
Total 61
685
50
0
5 Meetings
The Consultant will perform the work per the Agreement including attending two 2
meetings with the Client on an as basis and one
needed 1 wn Commission
Meeting
to present the Plan
We look forward to working with you on this if you have additional
questions
SUBMITTED BY
Kim Briesemeister Principal Chris Brown Principal
5
EXHIBIT A
PROFILE MARKETING RESEARCH March 22 2011
2383
Project 110311
NORTHWOOD VILLAGE SURVEY ONSITE
ID
TIME STARTED PM
AM TIME ENDED AM
PM
m
Hello I from Profile Marketing Research local research organization We are conducting a
a marketing
brief survey on behalf of NORTHWOOD VILLAGE I like to ask you a few brief
d re
questions We not selling or
promoting any product or re
service We only interested in your opinions
As thanks for your participation if you qualify to complete the survey we will enter your name in a for gift
drawing a
basket with items from Northwood Village businesses
IF FAMILY BE SURE TO INTERVIEW ADULT HEAD OF HOUSEHOLD
Gender of respondent Male Female
Today date
s
Day of week Sunday Monday Tuesday Wednesday
Thursday Friday Saturday
1 Are you 18 years of age or older
Yes 18 or older CONTINUE
No under 18 THANK AND TERMINATE
2a Do you work or own property in the Northwood Village area That is Northwood Road 24th Street and 25th
Streets between Dixie Highway and Broadway
Yes THANK AND TERMINATE
No CONTINUE
2b Including today approximately how many times would you say you have visited Northwood Village
In the past seven days
In the past four weeks
In the past three months
First time visitor
1
ASK ALL AND SHOW CARD A
3a What is your main reason for visiting today
3b What establishments
places here in Northwood Village did you go or visit today if any
3c And what other establishments
places if any do you intend to visit today
3d SKIP IF FIRST TIME VISITOR
if any have you ever
establishments
places
Other than you visited or will visit today which of the following
visited
patronized
Q3a Q3c Q3d Q3a Q3c Q3d
Main Q3b Will Others Main Q3b Will Others
Reason Visited Visit Ever Reason Visited Visit Ever
Visited Visited
AAA Furniture Mirjean Island Cuisine
Repair
Affordable Fashions Mo Betta Braids and Thin s
Footwear MTC Remodeling
All About Details Mucci Salon Spa
Allora Music Man
Alonso Construction My New Old Chair
Basic Touch Beaut Salon New Beginnings Barber Shop
M
B Doors Millworks Northwood Boutique
Basic Touch Beaut Salon Northwood Glass Art Gifts
Birds Off Broadwa Northwood Market
Blue Chi Barber Sho Northwood Renaissance
Branch Construction Nowlin Flower Shop
Cafe Centro Palm Beach Restoration
Camile Flowers
s Gifts Studios
Center For Creative Education Paul
sPlace
Centro Piano Bar Presto Pizza Deli
China Beach Bistro The Villa
Purple Bougan
Circa Who Relish
Rhonda Unique Touch
s
Colome Associates
Communit Grocers Royal Reflectionz Barber
Sho
Culina Classics Caterin
Dada Unisex Something Lively
The Sunflower Room
Thedavid Ks ace
Sunset Bar Grill
Dixie Printin
Sunshine Tape Label
Dockside Canvas
Emilie Marie Anti ues
s
Supe Jamaican Restaurant
This Is It Cafe
Etc
Exclusive entine Tan Thompsons Service Station
Ar o
s
Tina Grocery
Fresh Catch Seafood
Tinson Antiques
Gardenhouse
Touch of Nostalgia
Hair 2000
US Post Office
Hello Cu cake
Washrite
s
Harold A Coffee Loun e
Wildes Builders
Indi o Seas
World Famous Restaurant
Jade Kitchen
JMJ Variet Store jogging
Walking
bicycling
Kin s None of the above
Sports
Left Hand Lois Other SPECIFY
Lockhart Securit
Lunic Transfer
Male La St Benitier Botanica
Mark Platin
2
4a How did you travel to Northwood Village today
Car rail
Tri Bicycle
Bus Bike Other
Taxi Walk
4b How long did it take you to get here today minutes
5 how much time in total do you here hours
Approximately plan on spending today
6 Including yourself and all members of your party about how much in total will you have spent at the
Northwood Village during this visit
0 to less than 10
10 to less than 25
25 to less than 50
50 to less than 100
100 or more
7 How would you describe Northwood Village to someone who had never been here before Please be as
specific as possible PROBE IN DEPTH
8a What would you say are the area
s PROBE IN DEPTH What do you like in
strong points particular
Please be as specific as possible
8b And what would you say are the area
sweak PROBE IN DEPTH What do you dislike in
points particular
Please be as specific as possible
8c Have you heard of the Northwood Village Art Wine Promenade
Yes
No
8d IF HEARD OF ART WINE Have you attended the Northwood Art Wine Promenade
Village
Yes
No
3
8e IF EVER ATTENDED How many times have you attended the Northwood Village Art Wine Promenade
of times
Northwood in terms of the Please this 10 scale where a 10
9 Next please rate Village following use point
excellent and 1 or in between
means a means poor anywhere
ROTATE ORDER SHOW CARD B
Excellen t Poor
Sho in 10 9 8 7 6 5 4 3 2 1 DK REF
Qualit of restaurants 10 9 8 7 6 5 4 3 2 1 DK REF
Restaurant choices 10 9 8 7 6 5 4 3 2 1 DK REF
Entertainment 10 9 8 7 6 5 4 3 2 1 DK REF
S ecial events 10 9 8 7 6 5 4 3 2 1 DK REF
Atmos here 10 9 8 7 6 5 4 3 2 1 DK REF
Parkin 10 9 8 7 6 5 4 3 2 1 DK REF
Ease of findin our wa around 10 9 8 7 6 5 4 3 2 1 DK REF
Safet durin the da 10 9 8 7 6 5 4 3 2 1 DK REF
Safet durin the evenin at ni ht 10 9 8 7 6 5 4 3 2 1 DK REF
Cleanliness 10 9 8 7 6 5 4 3 2 1 DK REF
Store and restaurant si na a 10 9 8 7 6 5 4 3 2 1 DK REF
Traffic control and access 10 9 8 7 6 5 4 3 2 1 DK REF
10 How likely are you to visit Northwood Village in the future A rating of 10 means that you are very likely to do
so 1 means that you are not at all likely or anywhere in between
Very Not At
Likely All Likely
10 9 8 7 6 5 4 3 2 1 Ref DK
11 In your which of the would be important additions to Northwood Select all that
opinion following Village
apply SHOW CARD C
Antique stores Fitness
Gym
Art galleries Gifts and specialty shops
or
Bars and night clubs Home furnishings
Big Box Market Retailer
Mass Men clothing
saccessories
e Target Wal etc
i Mart
or
Books and music store Movie theater
Casual Other of
dining type boutiques
s
Children clothing Smaller grocery store market
market
gourmet
Coffee shop
Cafe Supermarket
Drug store
pharmacy Toy store
cleaners e Gap and
Urban style chains i Barnes Noble
Dry
Electronics store Women clothing
s accessories
Fast food dining Other Specify
Fine dining
ASK ALL
12 Where do you to visit for entertainment
currently frequent shop or
Palm Beach Mall Worth Avenue
The Gardens Mall The Boynton Beach Mall
CityPlace Boca Town Center
The Mall at Wellington Green Atlantic Avenue
Clematis Street Other specify
4
Now few for classification purposes
a questions
13 What is your main source of news or information
Radio N
Newspaper Palm Beach Post Sun Sentinel
Newspaper
Newspaper Other Specify Magazine
Other Print Internet
Other specify
14 Are you seasonal resident of Palm Beach
round
ayear or County
Year round resident
Seasonal resident
Not a resident of Palm Beach County
DO NOT READ Refused
DO NOT READ Don know
t
15 Which of the best describes your marital status READ LIST
following
Single
Married
Living with partner
divorced
Separated
Widowed
DO NOT READ Refused
DO t
NOT READ Don know
16 How many children under the age of 18 at home
living
17 What is the level of education you have completed
highest READ LIST
Less than High School
High School graduate
Trade school
Some college
College graduate
Advanced degree
post
DO NOT READ Refused
DO NOT READ Don know
t
18 Which of the
following best describes your employment status Are you
Employed full time
Employed part time
Student
Unemployed
Retired
DO NOT READ Refused
DO NOT t
Don know
READ
19 IF EMPLOYED FULL OR PART TIME What is your occupation
20 Do you own or rent your home in Palm Beach County
Own
Rent
Not a resident of Palm Beach County
HAND RESPONDENT CARD D
21 Please tell me which letter on this card indicates your race or ethnic background
A White
B Black
C Mixed racial background
D Hispanic
E Native American or Alaskan Native
F Asian or Pacific Islander
G Other specify
DO NOT READ Refused
NOT t
Don know
DO READ
22 code of residence
Zip
23 And could you please tell me your age READ LIST IF NECESSARY
18
24 34
25
35
44 49
45
54
50 55
59
64
60 74
65
75
DO NOT READ Refused
HAND RESPONDENT CARD E
24 And for statistical purposes Please tell which letter this card best describes your annual
finally only me on
household income before taxes
A 000
Under 35
B 35 000 49 999
C 000 999
50 74
D 75000 99 999
E 000 999
100 149
F 150 and over
000
DO NOT READ Refused
DO NOT READ Don know
t
To enter you into the drawing for the gift basket as well as for validation purposes may I please have your name
address telephone number and email address
Name
Street Address
City State
Phone number
Email
BE SURE TO THANK RESPONDENT FOR HIS COOPERATION
HER
I certify that the above interview was conducted and recorded that all
accurately as specified Further
information remain confidential
strictly
Interviewer
6
EXHIBIT B
PROFILE MARKETING RESEARCH March 1 2011
Project
NORTHWOOD VILLAGE MARKET SURVEY TELEPHONE
I D
TIME STARTED PM
AM TIME ENDED PM
AM
ASK TO SPEAK WITH MALE OR FEMALE HEAD OF HOUSEHOLD
Hello This is from Profile Marketing Research an area research organization located in Lake Worth
Florida Today we are conducting a brief survey on behalf of the City of West Palm Beach Community Redevelopment
Agency We are not selling or promoting any product or service We are interested in your point of view
ASK TO SPEAK WITH ADULT HEAD OF HOUSEHOLD
PER SAMPLE QUOTA OF 100 PER SECTOR
Under 1 mile from Northwood Business District center
Over 1 but under 3 miles from Northwood Business District center
Over 3 but under 5 miles from Northwood Business District center
Over 5 miles from Northwood Business District center Palm Beach County only
A First are you 18 years old or over
Yes CONTINUE
No THANK AND TERMINATE
Refused THANK AND TERMINATE
B And how have you been in Palm Beach
long living County
ENTER OF YEARS OR MONTHS IF LESS THAN SIX MONTHS TERMINATE
C INTERVIEWER INDICATE GENDER
QUOTA 50 MALE 50 FEMALE PER SECTOR
Male
Female
D Have you or has anyone in your immediate worked for any of the
family ever following types of companies
READ LIST
1 Market Research
Note If terminated please say
2 Advertising That ends our brief survey
3 Public Relations
Thank you for your
4 Consulting
Marketing Group cooperation
5 The Media Newspaper
RadioTelevision
Television
Cable
6 Palm Beach County offices
or municipal government
IF YES OR DKTO ANY OF THE
REFUSED TERMINATE
ABOVE
E Do you work or own property in the Northwood
Village area That is Northwood Road 24tH Street and 25tH
Streets between Dixie Highway and Broadway
Yes THANK AND TERMINATE
No CONTINUE
Have you ever heard of Northwood Village
Yes CONTINUE
No SKIP TO BW1
1 a And how did you hear about Northwood Village
1 Live in the area
county
2 Word of mouth family friends colleagues etc
3 Newspaper specify
4 Magazine specify
5 Radio specify
6 Television specify
7 Other specify
2 Have you EVER visited Northwood Village
1 Yes b
Q4a
c
ASK Q3
2 No SKIP TO Q4d
IF HAVE VISITED NORTHWOOD
Approximately how many times would you say you have visited Northwood Village
In the past seven days
In the past four weeks
In the past three months
2
IF HAVE VISITED NORTHWOOD
4a Please think back to the last time you visited the Northwood Village What was the main reason for your
visit Please be as specific as possible
4b What other places
establishments in the Northwood Village have you ever visited Any others
4c Other than those establishments
places you have visited in the Northwood can you think of any others that
are located there Please name as many as you can think of Please do not include places you may have
worked at
Q4a Q4a
Main Q4b Q4c Main Q4b Q4c
Reason Visited Aware Reason Visited Aware
AAA Furniture Re air Mucci Salon Spa
Affordable Fashions Music Man
Footwear My New Old Chair
All About Details
Allora
New Beginnings Barber Shop
Alonso Construction
Northwood Boutique
B Doors
M Millworks
Northwood Glass Art Gifts
Northwood Market
Basic Touch Beaut Salon
Birds Off Broadwa
Northwood Renaissance
Blue Chip Barber Shop
Nowlin Flower Shop
Branch Construction
Palm Beach Restoration
Cafe Centro
Studios
s
Camile Flowers Gifts
Paul
sPlace
Center For Creative Education
Presto Pizza Deli
Centro Piano Bar
The Villa
Purple Bougan
China Beach Bistro
Circa Who
Relish
Colome Associates
Communit Grocers
Berme
Repeat
Rhonda Unique
s Touch
Culinary Classics Catering
Royal Reflectionz Barber
Dada Unisex
K
Bavid ThedavidKspace
Dixie Printin
The Sunflower Room
Dockside Canvas
Sunset Bar Grill
Sunshine Tape Label
Emilie Marie Antiques
Supe Jamaican
s Restaurant
Etc
This Is It Cafe
Exclusively Argentine Tan o
Thompsons Service Station
Tina Grocery
s
Fresh Catch Seafood
Tinson Antiques
Gardenhouse
Touch of Nostalgia
Hair 2000
Hello Cu cake
US Post Office
s
Harold A Coffee Loun e
Washrite
ue
k
Wildes Builders
World Famous Restaurant
Indi o Seas
Jade Kitchen
JMJ Variet Store
Kin s S orts
Left Hand Lois
Lockhart Securit
None of the above
Lunic Transfer
Other SPECIFY
Male La St Benitier Botanica
Mark Platin
Mirjean Island Cuisine
Mo Betta Braids and Things
MTC Remodeling
3
4d Have you heard of the Northwood Village Art Wine Promenade
1 Yes
2 No
IF Q4d YES How many times have you attended the Northwood Art Wine Promenade
4e Village
ENTER OF TIMES
ENTER 0 FOR HAVE NOT ATTENDED
do to encourage you to attend the Northwood Art Wine
4f IF Q4e 0 What could Northwood Village Village
Promenade
5 When you think of Northwood Village regardless of whether or not you have ever visited what thoughts
words and images come to mind PROBE IN DEPTH Any others CONTINUE TO PROBE IN DEPTH
UNTIL NO ADDITIONAL RESPONSE
PROBE IN DEPTH What do you like in particular
6a What would you say are s
the area strong points
Please be as possible
specific as
And what would you say are the area weak PROBE IN DEPTH What do you dislike in
6b s points particular
Please be as specific as possible
4
know or may have
7 Next please rate Northwood Village in terms of the following based on everything you
excellent and a 1 means poor or anywhere in
heard Please use a 10 point scale where a 10 means
between ROTATE ORDER
Excellen t Poor
Sho in 10 9 8 7 6 5 4 3 2 1 DK REF
10 9 8 7 6 5 4 3 2 1 DK REF
Qualit of restaurants
Restaurant choices 10 9 8 7 6 5 4 3 2 1 DK REF
Entertainment 10 9 8 7 6 5 4 3 2 1 DK REF
S ecial events 10 9 8 7 6 5 4 3 2 1 DK REF
Atmos here 10 9 8 7 6 5 4 3 2 1 DK REF
10 9 8 7 6 5 4 3 2 1 DK REF
Parkin
Ease of findin our wa around 10 9 8 7 6 5 4 3 2 1 DK REF
Safet durin the da 10 9 8 7 6 5 4 3 2 1 DK REF
Safet durin the evenin at ni ht 10 9 8 7 6 5 4 3 2 1 DK REF
Cleanliness 10 9 8 7 6 5 4 3 2 1 DK REF
Store and restaurant si na a 10 9 8 7 6 5 4 3 2 1 DK REF
Traffic control and access 10 9 8 7 6 5 4 3 2 1 DK REF
How likely are you to visit Northwood Village in the future A rating of 10 means that you are very likely to do
so 1 means that you are not at all likely or anywhere in between
Not At
Very
All Ref DK
Likely Likely
10 9 8 7 6 5 4 3 2 1 88 99
9 In your opinion what would be important additions to Northwood Village to encourage your visiting and
PROBE IN DEPTH
shopping there Any others
Antique stores Fitness
Gym
Art Gifts and specialty shops
galleries
Bars and
or Home furnishings
night clubs
Big Box Market Retailer
Mass Men clothing
saccessories
Mart
e Target Wal etc
i
Books and music store
or Movie theater
Casual dining Other type of boutiques
s
Children clothing Smaller grocery store market
gourmet
market
Coffee shop
Cafe Supermarket
Drug store
pharmacy Toy store
Urban chains and Barnes Noble
Dry cleaners style e Gap
i
Electronics store s
Women clothing
accessories
Fast food Other
dining Specify
Fine dining
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ASK ALL
10 What is your favorite shopping mall shopping area or location that offers a
variety such as shopping dining
and entertainment
Palm Beach Mall
The Gardens Mall
CityPlace
The Mall at Wellington Green
Clematis Street
Worth Avenue
The Boynton Beach Mall
Boca Town Center
Atlantic Avenue
Other SPECIFY
Finally just a few questions for classification purposes
11 What is your main source of news or information
Radio TV
Newspaper Palm Beach Post Newspaper Sun Sentinel
Newspaper Other Specify Magazine
Other Print Internet
Other specify
12 Are you round
ayear or seasonal resident of Palm Beach County
Year round resident
Seasonal resident
DO NOT READ Refused
DO NOT READ t
Don know
13 Which of the best describes your marital status READ LIST
following
Single
Married
Living with partner
divorced
Separated
Widowed
DO NOT READ Refused
DO NOT READ Don know
t
14 How many children under the age of 18 live at your home
15 What is the level of education you have completed READ LIST
highest
Less than High School
School
High graduate
Trade school
Some college
College graduate
Advanced degree
post
DO NOT READ Refused
DO NOT READ t
Don know
8
16 Which of the following best describes your employment status Are you
Employed full time
Employed part time
Student
Unemployed
Retired
DO NOT READ Refused
DO NOT READ t
Don know
17 IF EMPLOYED FULL OR PART TIME What is your occupation
18 Do you own or rent your home in Palm Beach County
Own
Rent
19 you consider yourself READ LIST
White
Black
Mixed racial background
Hispanic
Native American or Alaskan Native
Asian or Pacific Islander
Other
specify
NOT Refused
DO READ
DO NOT READ Don know
t
20 Which of the best describes your READ LIST
following categories age
24
18
25
34
44
35
49
45
54
50
55
59
64
60
74
65
75
DO NOT READ Refused
21 And finally for statistical purposes only which of the following best describes your annual household income
before taxes READ LIST
000
Under 35
000 999
35 49
000
50 74 999
75 99
000 999
000 999
100 149
150 and over
000
DO NOT READ Refused
NOT Don know
t
DO READ
THAT ENDS OUR SURVEY THANK YOU FOR YOUR COOPERATION
I that the above interview has been conducted and recorded
certify as specified Further that all information
remains confidential
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