Redlands Survey in Redlands CA

Redlands Survey

909-721-1399 | www.redlandspr.com

Info
Reviews

Redlands Friday Night Survey Results

Downtown Redlands Survey- Redlands Friday Nights and Downtown Businesses

Executive Summary

A survey of 210 respondents in downtown Redlands was conducted by CDH Applied Community Research and Consulting on six consecutive Friday nights from March 19 through April 2, 2010. Participants provided feedback on the music in downtown as part of “Experience Redlands@Night” (or “Redlands Friday Nights”) as well as information pertinent to the downtown business community. People indicated how often they shop or dine in downtown Redlands, why they were downtown that Friday evening, and provided key related demographic information.

The majority of persons completing the survey reported that they were from Redlands (51%), with an additional 25% from nearby communities (Yucaipa, Highland San Bernardino, and Loma Linda). A diversity of age (22%, 18-29 years of age; 13%, 30-40: 31%, 41-55; and 34%, were 56 and over) and income (22% reporting an annual income of less than $30,000; 13% reported $30-50,000; 31% reported $50-100,000; and 34% reported over $100,000 in income annually) were indicated. That said, the age of respondents (65% were 41 years of age or older) and relatively high income levels (65% over $50,000, almost one third over $100,000) are noteworthy for businesses in the area. This age profile may be contrasted with the younger demographics of those attending Market Nights on Thursday evenings in Redlands. This difference may be attributable - at least in part - to the type of music offered on Fridays (classical, light jazz, and so on). When asked, typically, how frequently they shopped or dined in downtown Redlands each month, fully 60% of respondents reported “Not at all” or once/ month, with 40% indicating 3-5 or more than 6 times per month. Perhaps not unexpectedly, persons reporting income of less than $50,000 per annum reported that they shopped and dined less frequently (23 of 73 persons, or 31%, reporting 3 or more times per month) than did persons with over $50,000 annual incomes (62 of 139 persons, or 45%, reporting 3 or more times per month).

Overall, 45%of the respondents indicated that they were downtown that particular Friday night for Dinner or Drinks. Importantly, listening to the music provided was a close second (40%). Only 10% reported that they were downtown to shop; 6% indicated they were there for “Other” reasons. These differences were similar across income categories. Finally, positive community responsiveness to the music provided on Friday nights was suggested in the findings. The percentage of respondents indicating they were in downtown Redlands Friday night for the music was 23% across the first three nights assayed and 57% for the final three survey nights. This latter finding suggests that the music provided by Redlands Friday Nights has contributed to the motivation for people to come to downtown Redlands. A number of respondents provided unsolicited comments noting the “positive vibe” provided by the music, and also indicated their impressions that there were more people in the downtown area because of the music. Other, independent data (made available by RedlandsPR), indicated that 30% of businesses that had remained open during the hours of 6 and 8 pm on Friday nights, reported a 20% increase in sales for those nights. The remaining businesses informed RedlandsPR that they could not determine specific sales increases but felt residual sales were positive as a result of “Experience Redlands@Night.” In line with these positive indicators, the income and age characteristics of Survey respondents in the downtown area to dine/drink and listen to the music provided should be of particular interest as potential customers for local businesses.

The AboutRedlands.com Survey: Some Preliminary Findings and Perspectives

The AboutRedlands.com Survey: Some Preliminary Findings and Perspectives

During the month of December 2008 and for the first two weeks of January, 2009, subscribers were asked to respond to a survey posted online by AboutRedlands.com. Respondents were a sample from over 5,000 folks who signed up to receive monthly information “ABOUT Redlands,” in our newsletter. Newsletters About Redlands Online, were distributed via email to our proprietary list of community subscribers – each interested in receiving our newsletter of up-to-date information about our home town delivered to their personal computer. As a component of our online business, the newsletter has a 48% open rate. Of this number, almost 250 people who care about Redlands, took the time to complete the survey. Clearly, this large and special sample was vested enough to seek this local information, open the Newsletter and respond to a survey asking them about businesses in Redlands. These stakeholders have provided us with invaluable data regarding what they believe about and how they behave in relation to a wide sample of businesses in the community. This report presents an overview of what we have learned.

DOWNLOAD PDF (TOP RIGHT) FOR CHART AND REMAINDER OF SURVEY

Director of Marketing Research Charles D. Hoffman Ph.D., Professor Emeritus in Psychology at Cal State San Bernardino. Dr. Hoffman has been a member of the Psychology department at Cal State for 35 years. He served as Chair of the department for 12 years and as Director of the Institute for Child Development and Family Relations for three years. Currently he serves as the Director of Research for the University Center for Developmental Disabilities. He has published over 40 research papers and book chapters.