DOWNTOWN CONSUMER SURVEY - MAY 2007
Downtown Salem Customer
Survey
Project Directed By:
Deniz Leuenberger, PhD
Jennifer Reid, MPA
Report Authored By:
Deniz Leuenberger, PhD
Institute for Regional Development
Bridgewater State College
March 2007
Research Report,
Vol. 07, No. 1
BSC- Institute for Regional Development 2
TABLE OF CONTENTS
Executive Summary 3
Project Overview 4
Data Results 5
BSC- Institute for Regional Development 3
EXECUTIVE SUMMARY
The Bridgewater State College’s Institute for Regional Development used a
random telephone survey to assess citizen responses to use of Downtown Salem,
with the goal of developing an increased understanding market opportunities of
the region. The survey attempted to assess citizen perceptions of both primary
and secondary market areas.
Responses from 360 respondents provided the following findings:
• Over 44% of respondents visited the downtown area within the past week,
approximately 75% of residents have visited the downtown are within the
past three months.
• When asked their reasons for visiting Downtown Salem, approximately
26% of respondents reported shopping and 35% of respondents reported
dining as the reason.
• Over 55% of respondents come to the downtown area to purchase goods
and services several times a week or several times a month.
• Approximately 66% of respondents found the selection of goods and
services in the downtown region to be good or excellent.
• Over 82% of respondents found the selection of restaurants in the
downtown area to be good or excellent.
• Over 57% of respondents found the store hours in the downtown area to be
good or excellent, while approximately 23% found them to be poor or fair.
• Approximately 72% of respondents found the amount of parking in the
downtown region to be fair or poor.
• Approximately 74% of respondents found the traffic in the downtown area
to be fair or poor.
• More cultural events, more promotions and sales, parking and traffic
improvements, pedestrian safety, variety of stores, increased handicapped
access, and better lighting were reported more often as being likely to
encourage shopping and visits to the downtown region.
BSC- Institute for Regional Development 4
• Approximately 39% of respondents reported that they shopped on
Saturdays, when asked to select the day they “generally shop most often”.
In contrast, approximately 4% of respondents selected Sunday.
• Dining was the only good or services primarily purchased in the Downtown
Salem area by a majority (59%) of respondents. The Liberty Mall was the
most popular shopping area for all other goods and services listed,
although gifts and crafts were also listed as the primarily purchased in
Downtown Salem by 35% of respondents.
• Approximately 72% of respondents agree or strongly agree with the
statement that the area’s tourist attractions make spending time in the area
more exciting, while approximately 23% disagree or strongly disagree.
• Approximately 88% of respondents agree or strongly agree with the
statement that the area is better for the economy, while approximately 6%
disagree.
In addition to the findings above, the researchers also completed a
crosstabulation of key response variables against demographic variables. The
research demonstrates that citizen responses based on age, income, and gender
do not appear to result in differences in response variables. Citizen use of the
downtown region and their recommendation for improvements appear to be
consistent among demographic groups. The specific outcomes of the survey are
provided in greater detail in this report.
PROJECT SUMMARY
Bridgewater State College’s Institute for Regional Development,
subcontracted by Karl Seidman, designed and administered a citizen survey of
residents in the greater Salem, Massachusetts region, during the months of
February and March 2007. Citizens from Salem, Marblehead and Swampscott,
and Peabody and Danvers completed the phone survey. A random sample of
3,500 households yielded a total of 360 respondents. The purpose of the survey is
BSC- Institute for Regional Development 5
to obtain information and customer perceptions about Salem to assist in planning
in the downtown area.
By means of a random sampling process, the survey gathered data from a
diverse group of citizens in the greater area. A team of trained interviewers
administered the survey during daytime and evening hours. All interviewing was
conducted from the Institute for Regional Development's telephone research
center at Bridgewater State College. A project director was present at all times to
supervise the administration of the survey, monitor for quality control, and handle
any other problems. Telephone numbers were selected at random and purged of
non-working and business numbers. All telephone numbers in the sample were
then called up to three times, using a rotating schedule of callbacks to ensure that
a telephone number had been tried on different weekday evenings and days.
Upon completion of calls, the survey responses were entered into a
computer database. Using the latest state-of-the-art statistical software (SPSS for
Windows Version 13.0), the data file was analyzed. Complete protection and
confidentiality of the survey database was assured during all phases of data
analysis.
DATA RESULTS
The narrative below provides details of the survey data collection and
analysis. In addition to the information below, crosstabulation was used to assess
the relationship of the demographic variables such as income, age, and gender to
the variables assessing citizen responses to the Downtown Salem region. No
major differences in responses were detected among categories of the
BSC- Institute for Regional Development 6
demographic variables to the survey questions.
Visitation of Downtown Salem Area
The first set of charts reports on the frequency of visits by respondents to
the Downtown Salem area. It also provides information on factors impacting
frequency of visits.
Highlights: Over 44% of respondents visited the downtown area within the past
week, approximately 75% of residents have visited the downtown are within the
past three months.
NeverPast yearPast three
months
Past monthPast weekPast 2 days
When was the last time you went to downtown Salem?
100
80
60
40
20
0
Frequency
66
18.59%
24
6.76%
59
16.62%49
13.8%
73
20.56%
84
23.66%
When was the last time you went to downtown Salem?
BSC- Institute for Regional Development 7
Why Never Visited
Salem?
Frequency
(N=360)
Percentage of
Total
Respondents
It is too far to travel 14 3.9%
Parking is not
adequate
14 3.9%
It doesn’t have the
type of stores of
services that I need
7 1.9%
Stores are too
expensive
0 0%
It doesn’t offer the
type of restaurants
or entertainment
that I enjoy
1 .3%
Downtown area is
unsafe
4 1.1%
Downtown area is
unattractive
0 0%
Store business
hours are not
convenient
0 0%
Other 30 8.3%
Highlights: Of those respondents never having visited Downtown Salem,
approximately 4% of respondents reported distance of travel and parking as
concerns. 8.3% of these respondents provided “other” as the reason for never
having visited the area. The following chart expands upon the category of “other”
responses.
BSC- Institute for Regional Development 8
What are the Usual
Reasons for Your
Trip?
Frequency
(N=360)
Percentage of
Total
Respondents
Live downtown 8 1.9%
Go to work 32 8.9%
Shopping 93 25.8%
Dining 126 35.0%
Banking 16 4.4%
Other business 21 5.8%
Tourist attractions 16 4.4%
Access health care 16 4.4%
Post office 6 1.7%
Education/classes 3 0.8%
Personal services 10 2.8%
Attend arts/
entertainment event
10 2.8%
Attend church
services
1 0.3%
Attend school/
children’s activities
1 0.3%
Visit Peabody Essex
Museum
32 8.9%
Visit city offices 14 3.9%
Highlights: When asked their reasons for visiting Downtown Salem, approximately
26% of respondents reported shopping and 35% of respondents reported dining
as the reason.
OtherNot appealing, don't like
downtown
Traffic, congestion, etc. elderly, handicapped,
retired, can't drive etc.
Other description
10
8
6
4
2
0
Frequency
10
33.33%
4
13.33%
10
33.33%
6
20.0%
Other description
BSC- Institute for Regional Development 9
Highlights: Over 55% of respondents come to the downtown area to purchase
goods and services several times a week or several times a month.
UKNeverSeveral times a yearSeveral times amonthSeveral times a week Daily
How often do you come to downtown Salem to purchase goods or services?
100
80
60
40
20
0
Frequency
5
1.77%
33
11.66%
79
27.92%
92
32.51%
64
22.61%
10
3.53%
How often do you come to downtown Salem to purchase goods or services?
Other MuseumsHardware,
Waters and
Brown, etc.
Steve's
Market
Movie
Theater
RestaurantsRed lion
"Smoke
Shop"
Medical/dent
al/profession
al services
CVS,
Walgreens,
Pharmacy,
etc
Bernards
Which one?
50
40
30
20
10
0
Frequency
50
37.04%
8
5.93%
3
2.22%6
4.44%
3
2.22%
33
24.44%
5
3.7%
12
8.89%8
5.93%7
5.19%
Which one?
BSC- Institute for Regional Development 10
Downtown User Satisfaction
This section provides information on respondent satisfaction with a variety
of factors impacting use of the downtown area. Respondents were asked to report
whether they found a service to be poor, fair, good, or excellent.
Highlights: Approximately 66% of respondents found the selection of goods and
services in the downtown region to be good or excellent.
DK/NRPoorFairGoodExcellent
Selection of goods and services
200
150
100
50
0
Frequency
196.6%
165.56%6422.22%
166
57.64%
237.99%
Selection of goods and services
BSC- Institute for Regional Development 11
Highlights: Approximately 63% of respondents found the quality of goods and
services to for good or excellent.
Highlights: Over 62% of respondents found the cost of goods and services to be
good or excellent, while approximately 26% found them to be fair.
DK/NRPoorFairGoodExcellent
Quality of goods and services
200
150
100
50
0
Frequency
25
8.68%
103.47%43
14.93%
180
62.5%
3010.42%
Quality of goods and services
DK/NRPoorFairGoodExcellent
Cost of goods and services
200
150
100
50
0
Frequency
28
9.72%
72.43%
74
25.69%
165
57.29%
14 4.86%
Cost of goods and services
BSC- Institute for Regional Development 12
Highlights: Over 82% of respondents found the selection of restaurants in the
downtown area to be good or excellent.
Highlights: Over 85% of respondents found the quality of restaurants in the
downtown area to be good or excellent.
DK/NRPoorFairGoodExcellent
Selection of restaurants
120
100
80
60
40
20
0
Frequency
16
5.57%
1
0.35%33
11.5%
119
41.46% 118
41.11%
Selection of restaurants
DK/NRPoorFairGoodExcellent
Quality of restaurants
140
120
100
80
60
40
20
0
Frequency
20
6.97%
1
0.35%22
7.67%
141
49.13%
103
35.89%
Quality of restaurants
BSC- Institute for Regional Development 13
Highlights: Over 57% of respondents found the store hours in the downtown area
to be good or excellent, while approximately 23% found them to be poor or fair.
Highlights: Approximately 72% of respondents found the amount of parking in the
downtown region to be fair or poor.
DK/NRPoorFairGoodExcellent
Store hours
150
100
50
0
Frequency
57
19.86%9
3.14%
56
19.51%
154
53.66%
11
3.83%
Store hours
DK/NRPoorFairGoodExcellent
Amount of parking
120
100
80
60
40
20
0
Frequency
14
4.88%
91
31.71%
115
40.07%
63
21.95%
4
1.39%
Amount of parking
BSC- Institute for Regional Development 14
Highlights: Approximately 60% of respondents found the location of parking in the
downtown area to be poor or fair, while approximately 33% found it to be good.
Highlights: Approximately 46% of respondents found the parking costs to be good
or excellent, while approximately 31% found the cost of parking to be fair or poor.
DK/NRPoorFairGoodExcellent
Location of parking
120
100
80
60
40
20
0
Frequency
16
5.57%
70
24.39%
103
35.89%94
32.75%
4
1.39%
Location of parking
DK/NRPoorFairGoodExcellent
Cost of Parking
120
100
80
60
40
20
0
Frequency
39
13.59%31
10.8%
86
29.97%
113
39.37%
18
6.27%
Cost of Parking
BSC- Institute for Regional Development 15
Highlights: Approximately 65% of respondents found the attractiveness of store
fronts to be good or excellent.
Highlights: Approximately 67% of respondents found the attractiveness of store
fronts to be good or excellent.
DK/NRPoorFairGoodExcellent
Attractiveness of store fronts
150
100
50
0
Frequency
20
6.99%
15
5.24%66
23.08%
157
54.9%
28
9.79%
Attractiveness of store fronts
DK/NRPoorFairGoodExcellent
Attractiveness of store interiors
200
150
100
50
0
Frequency
35
12.24%
9
3.15%50
17.48%
168
58.74%
24
8.39%
Attractiveness of store interiors
BSC- Institute for Regional Development 16
Highlights: Over 70% of respondents found the attractiveness of public spaces to
be good or excellent.
Highlights: Approximately 63% of respondents rated crime and safety issues as
good or excellent, while approximately 21% found them to be fair.
DK/NRPoorFairGoodExcellent
Attractiveness of public spaces
200
150
100
50
0
Frequency
22
7.75%
6
2.11%56
19.72%
167
58.8%
33
11.62%
Attractiveness of public spaces
ERDK/NRPoorFairGoodExcellent
Crime and safety
140
120
100
80
60
40
20
0
Frequency
1
0.35%31
10.92%
15
5.28%59
20.77%
146
51.41%
32
11.27%
Crime and safety
BSC- Institute for Regional Development 17
Highlights: Approximately 74% of respondents found the traffic in the downtown
area to be fair or poor.
Highlights: Approximately 50% of respondents found the sales, promotion, and
special events to be good or excellent, while 30% found them to be fair or poor.
DK/NRPoorFairGoodExcellent
Traffic
120
100
80
60
40
20
0
Frequency
13
4.56%
86
30.18%
124
43.51%
57
20.0% 5
1.75%
Traffic
DK/NRPoorFairGoodExcellent
Sales, promotions and special events
120
100
80
60
40
20
0
Frequency
59
20.7%
20
7.02%
65
22.81%
123
43.16%
18
6.32%
Sales, promotions and special events
BSC- Institute for Regional Development 18
Impact of Improvements
The following section reports on whether respondents felt that the following
improvements to Downtown Salem would encourage them to visit or shop in that
area more often. Response choices were “likely” and “not likely”.
More cultural events, more promotions and sales, parking and traffic
improvements, pedestrian safety, variety of stores, increased handicapped
access, and better lighting were reported more often as being likely to encourage
shopping and visits to the downtown region.
UKNot likelyLikely
More sales and promotions
200
150
100
50
0
Frequency
1
0.35%
105
37.1%
177
62.54%
More sales and promotions
BSC- Institute for Regional Development 19
Not likelyLikely
More arts or cultural events
250
200
150
100
50
0
Frequency
77
27.21%
206
72.79%
More arts or cultural events
UKNot likelyLikely
More attractive store displays/interiors
200
150
100
50
0
Frequency
1
0.35%
171
60.42%
111
39.22%
More attractive store displays/interiors
BSC- Institute for Regional Development 20
UKNot likelyLikely
More attractive store fronts/signs
150
100
50
0
Frequency
1
0.35%
156
55.12%
126
44.52%
More attractive store fronts/signs
Not likelyLikely
More variety of stores
250
200
150
100
50
0
Frequency
52
18.44%
230
81.56%
More variety of stores
BSC- Institute for Regional Development 21
Not likelyLikely
More parking
250
200
150
100
50
0
Frequency
69
24.38%
214
75.62%
More parking
Not likelyLikely
More conveniently located parking
250
200
150
100
50
0
Frequency
74
26.15%
209
73.85%
More conveniently located parking
BSC- Institute for Regional Development 22
Not likelyLikely
Better outside lighting
140
120
100
80
60
40
20
0
Frequency
131
46.62%
150
53.38%
Better outside lighting
UKNot likelyLikely
Cleaner public spaces
200
150
100
50
0
Frequency
1
0.35%
102
36.04%
180
63.6%
Cleaner public spaces
BSC- Institute for Regional Development 23
Not likelyLikely
Improved pedestrian safety
200
150
100
50
0
Frequency
100
35.34%
183
64.66%
Improved pedestrian safety
Not likelyLikely
Provide public rest rooms
200
150
100
50
0
Frequency
83
29.43%
199
70.57%
Provide public rest rooms
BSC- Institute for Regional Development 24
UKNot likelyLikely
Improved handicap accessibility
150
100
50
0
Frequency
2
0.71%
123
43.46%
158
55.83%
Improved handicap accessibility
NRUKNot likelyLikely
Improved traffic flow/safety
250
200
150
100
50
0
Frequency
1
0.35%
1
0.35%55
19.43%
226
79.86%
Improved traffic flow/safety
BSC- Institute for Regional Development 25
Shopping Times and Days
Respondents also provided information on preferences for days and times
for which they preferred to shop in the downtown region.
Highlights: Approximately 39% of respondents reported that they shopped on Saturdays,
when asked to select the day they “generally shop most often”. In contrast, approximately
4% of respondents selected Sunday.
DK/NRSundaySaturdayFridayThursdayWednesday TuesdayMonday
On what day of the week do you generally shop most often?
125
100
75
50
25
0
Frequency
47
13.54%
154.32%
13538.9%
37
10.66%21
6.05%
30
8.65%20
5.76%
42
12.1%
On what day of the week do you generally shop most often?
BSC- Institute for Regional Development 26
Highlights: The most common times reported by respondents for shopping were:
afternoons at approximately 44% and mornings at approximately 27%.
What times would you
prefer that Downtown
Salem shops to be
open?
Yes/No?
Frequency
(N=360)
Response of Yes
Percentage of
Respondents
More evening times (like
6 p.m. to 9 p.m.)
115 31.9%
More early morning times 71 19.7%
Afternoon/daytime 20 5.6%
Other 12 3.3%
Highlights: Approximately 32% of respondents reported preferring open hours for
shops in the evening.
DK/NREveningAfter workAfternoonLunch hourMorning
At what time of the day do you generally shop most often?
150
100
50
0
Frequency
37
10.82%23
6.73%
6
1.75%
151
44.15%
33
9.65%
92
26.9%
At what time of the day do you generally shop most often?
BSC- Institute for Regional Development 27
What days would you
prefer that Downtown
Salem shops to be
open?Yes/No?
Frequency
(N=360)
Response of Yes
Percentage of
Respondents
Monday 72 20.0%
Tuesday 71 19.7%
Wednesday 76 21.1%
Thursday 89 24.7%
Friday 99 27.5%
Saturday 115 31.9%
Sunday 94 26.1%
Highlights: Approximately 32% of respondents reported preferring open hours for
shops on Saturdays.
Use of Specific Goods and Services and Areas Purchased
The respondents also reported on their use of goods and services. They
were asked whether they purchased a particular good or service in Downtown
Salem. If they did not, then they also reported on where they shop for that good or
service.
NoYes
Movie Theater
250
200
150
100
50
0
Frequency
240
73.62%
86
26.38%
Movie Theater
BSC- Institute for Regional Development 28
Highlights: Approximately 26% of respondents reported use of the movie theater
primarily in Downtown Salem. Of those not using Downtown Salem for a movie
theater, approximately 89% purchased this service in North Shore Mall/ Liberty
Tree Mall.
Other:
Northshore
Internet/mail
order
Downtown
Beverly
Vinnin Sq or
Swampscott
Mall
North Shore
Mall/Liberty Tree
Mall
Other areas of
Salem
Where do you shop for that item?
200
150
100
50
0
Frequency
2
1.06%
1
0.53%
13
6.88%31.59%
168
88.89%
21.06%
Where do you shop for that item?
NoYes
Clothing
300
250
200
150
100
50
0
Frequency
298
92.83%
23
7.17%
Clothing
BSC- Institute for Regional Development 29
Highlights: Approximately 7% of respondents reported purchasing clothing
primarily in Downtown Salem. Of those not using Downtown Salem for clothing
purchases, approximately 84% purchased this good in North Shore Mall/Liberty
Tree Mall.
Other Non
North Shore
Other:
Northshore
Internet/mail
order
Downtown
Beverly
Vinnin Sq or
Swampscott
Mall
North Shore
Mall/Liberty
Tree Mall
Other areas
of Salem
Where do you shop for that item?
250
200
150
100
50
0
Frequency
6
2.07%
8
2.76%
12
4.14%31.03%
8
2.76%
244
84.14%
9
3.1%
Where do you shop for that item?
NoYes
Home furnishings
300
250
200
150
100
50
0
Frequency
286
88.82%
36
11.18%
Home furnishings
BSC- Institute for Regional Development 30
Highlights: Approximately 11% of respondents reported purchasing home
furnishings primarily in Downtown Salem. Of those not using Downtown Salem for
home furnishing purchases, approximately 67% purchased this good in North
Shore Mall/Liberty Tree Mall.
Other Non
North Shore
Other:
Northshore
Internet/mail
order
Downtown
Beverly
Vinnin Sq or
Swampscott
Mall
North Shore
Mall/Liberty
Tree Mall
Other areas
of Salem
Where do you shop for that item?
120
100
80
60
40
20
0
Frequency
6
3.37%31
17.42%5
2.81%2
1.12%
4
2.25%
119
66.85%
11
6.18%
Where do you shop for that item?
NoYes
Appliances
300
250
200
150
100
50
0
Frequency
275
85.14%
48
14.86%
Appliances
BSC- Institute for Regional Development 31
Highlights: Approximately 15% of respondents reported purchasing appliances
primarily in Downtown Salem. Of those not using Downtown Salem for appliances
purchases, approximately 74% purchased this good in North Shore Mall/Liberty
Tree Mall.
Other:
Northshore
Internet/mail
order
Downtown
Beverly
Vinnin Sq or
Swampscott
Mall
North Shore
Mall/Liberty Tree
Mall
Other areas of
Salem
Where do you shop for that item?
200
150
100
50
0
Frequency
13
5.46%2
0.84%
1
0.42%
4
1.68%
176
73.95%
42
17.65%
Where do you shop for that item?
UKNoYes
Sporting goods or hobby shops
300
250
200
150
100
50
0
Frequency
1
0.31%
288
90.28%
30
9.4%
Sporting goods or hobby shops
BSC- Institute for Regional Development 32
Highlights: Approximately 9% of respondents reported purchasing sporting goods
and hobby supplies primarily in Downtown Salem. Of those not using Downtown
Salem for sporting goods and hobby supplies purchases, approximately 80%
purchased this good in North Shore Mall/Liberty Tree Mall.
Other Non
North Shore
Other:
Northshore
Internet/mail
order
Downtown
Beverly
Vinnin Sq or
Swampscott
Mall
North Shore
Mall/Liberty
Tree Mall
Other areas
of Salem
Where do you shop for that item?
200
150
100
50
0
Frequency
1
0.48%
17
8.1%41.9%
8
3.81%
7
3.33%
167
79.52%
6
2.86%
Where do you shop for that item?
UKNoYes
Books
250
200
150
100
50
0
Frequency
1
0.31%
241
74.15%
83
25.54%
Books
BSC- Institute for Regional Development 33
Highlights: Approximately 26% of respondents reported purchasing books
primarily in Downtown Salem. Of those not using Downtown Salem for books
purchases, approximately 71% purchased this good in North Shore Mall/Liberty
Tree Mall.
UKOther Non
North Shore
Other:
Northshore
Internet/mail
order
Downtown
Beverly
Vinnin Sq or
Swampscott
Mall North Shore
Mall/Liberty
Tree Mall Other areas
of Salem
Where do you shop for that item?
140
120
100
80
60
40
20
0
Frequency
1
0.5%
2
1.0%
2110.45%188.96%
5
2.49%
10
4.98%
142
70.65%
2
1.0%
Where do you shop for that item?
ERNRDKNo Yes
Music, Tapes and CD's
300
250
200
150
100
50
0
Frequency
1
0.31%
1
0.31%1
0.31%
273
84.78%
46
14.29%
Music, Tapes and CD's
BSC- Institute for Regional Development 34
Highlights: Approximately 14% of respondents reported purchasing music, tapes,
and CDs primarily in Downtown Salem. Of those not using Downtown Salem for
music, tapes, and CDs purchases, approximately 66% purchased this good in
North Shore Mall/Liberty Tree Mall.
UKOther Non
North Shore
Other:
Northshore
Internet/mail
order
Downtown
Beverly
Vinnin Sq or
Swampscott
Mall North Shore
Mall/Liberty
Tree Mall Other areas
of Salem
Where do you shop for that item?
140
120
100
80
60
40
20
0
Frequency
1
0.47%
5
2.35%
6
2.82%34
15.96%2
0.94%
15
7.04%
141
66.2%
9
4.23%
Where do you shop for that item?
NRDKNoYes
Gifts and Crafts
250
200
150
100
50
0
Frequency
1
0.31%
1
0.31%
207
63.89%
115
35.49%
Gifts and Crafts
BSC- Institute for Regional Development 35
Highlights: Approximately 35% of respondents reported purchasing gifts and
crafts primarily in Downtown Salem. Of those not using Downtown Salem for gifts
and crafts purchases, approximately 76% purchased this good in North Shore
Mall/ Liberty Mall.
Other Non
North Shore
Other:
Northshore
Internet/mail
order
Downtown
Beverly
Vinnin Sq or
Swampscott
Mall
North Shore
Mall/Liberty
Tree Mall
Other areas
of Salem
Where do you shop for that item?
120
100
80
60
40
20
0
Frequency
10.69%
10
6.94%5
3.47%
7
4.86%
8
5.56%
109
75.69%
4
2.78%
Where do you shop for that item?
NoYes
Dining out and meals
200
150
100
50
0
Frequency
134
41.49%
189
58.51%
Dining out and meals
BSC- Institute for Regional Development 36
Highlights: Approximately 59% of respondents reported using Downtown Salem
as their primary choice for dining out and meals purchased. Of those not using
Downtown Salem for dining out and meals, approximately 49% purchased this
good in the North Shore Mall/Liberty Mall.
Other Non
North Shore
Other:
Northshore
Internet/mail
order
Downtown
Beverly
Vinnin Sq or
Swampscott
Mall
North Shore
Mall/Liberty
Tree Mall
Other areas
of Salem
Where do you shop for that item?
60
50
40
30
20
10
0
Frequency
43.7%1513.89%21.85%
1917.59%3
2.78%
53
49.07%
1211.11%
Where do you shop for that item?
UKSpecialty
Stores,
unique
stores, etc.
Walgreens,
Pharmacies,
CVS, etc.
Museums,
tourist
JewelryHalloween
theme
stores,
witch craft
stuff,
witchy
BookstoresArmy Navy
Store
Other
40
30
20
10
0
Frequency
1
0.7%
39
27.46%
9
6.34%
36
25.35%
12
8.45%
15
10.56%
23
16.2%
7
4.93%
Other
BSC- Institute for Regional Development 37
Highlights: Respondents also reported the use of several other goods and
services in the Downtown Salem area. The most common were specialty stores,
museums and tourism, and bookstores.
Citizen Response: What stores are located in Downtown Salem?
Is the following type of
store located in
Downtown Salem?
Yes/No?
Frequency
(N=360)
Percent of
Respondents
Women’s Clothing 33 9.2%
Men’s Clothing 28 7.8%
Children’s Clothing 18 5.0%
Music or Video Store 15 4.2%
Hobby/Craft Stores 60 16.7%
Gift Stores 114 31.7%
Home Furnishing/
Decorations
22 6.1%
Antique Store 34 9.4%
Grocery Store 14 3.9%
Gourmet Foods 15 4.2%
Bakery 19 5.3%
Restaurant 118 32.8%
Coffee/ Tea Café 32 8.9%
Movie Theater 15 4.2%
Other 142 39.4%
BSC- Institute for Regional Development 38
What New Stores Would Attract You to Shop in the Downtown Area?
Respondents were asked to report a type of new store or the name of a
store that would attract them to shop in downtown more often. These results are
reported below. A large number of respondents listed clothing as the type of shop
that would attract them to the Downtown Salem area and this particular good is
detailed below.
What new stores would
attract you to shop in
the Downtown Area?
Frequency Percentage of
Respondents
Furniture of Home
Furnishings
21 5.8
Grocery Store 17 4.7
Clothing 59 16.4
Specialty Food Store 15 4.2
Office Supply/Stationary 9 2.5
Sports Goods 14 3.9
Restaurant 16 4.4
Antiques 3 .8
Bookstores 11 3.1
Children’s Stores 6 1.7
Music Stores 10 2.8
Department Stores 23 6.4
Gift/Specialty Stores 36 10.0
Other 27 7.5
BSC- Institute for Regional Development 39
Highlights: Approximately 48% of respondents reported that clothing stores, in
general would attract them to the Downtown Salem area for shopping. Specific
stores named were Gap, Banana Republic, and Target.
Highlights: When asked what types of stores would attract them to Downtown
OtherWomen's
clothing stores
TargetMen's clothing
stores
Gap, Banana
Republic
Yes, this type
of store would
attract me to
shop more in
downtown
Salem (no
specific store
given)
Clothing
60
50
40
30
20
10
0
Frequency
28
22.58%20
16.13%
43.23%
8
6.45%
5
4.03%
59
47.58%
Clothing
otherGift/specialty
stores
Music stores,
etc.
Department
stores
children's
stores
bookstoresantiques
Other description
40
30
20
10
0
Frequency
27
23.28%
36
31.03%
10
8.62%
23
19.83%
6
5.17%
11
9.48%
3
2.59%
Other description
BSC- Institute for Regional Development 40
Salem area, approximately 31% reported the addition of gift and specialty stores
and approximately 20% reported the addition of department stores. (Note clothing
as a category is listed in the chart above).
Do Additional Arts or Entertainment Attract Respondents to Downtown
Salem?
The following charts report on what types of arts or entertainment would
attract respondents to Downtown Salem. The respondents reported “yes” when
they felt that the addition of the specific art or entertainment would attract them to
Downtown Salem, “no” when they felt that it did not and “do not know” when they
did not know. In addition to the data below, ten respondents reported that other
types of entertainment or arts would attract them to the region and four reported
that it would not. There were 360 respondents for the survey and 336 responded
to this question.
UKNoYes
Live music
250
200
150
100
50
0
Frequency
6
1.79%
101
30.06%
229
68.15%
Live music
BSC- Institute for Regional Development 41
UKNoYes
Live theater and dance
200
150
100
50
0
Frequency
7
2.08%
131
38.99%
198
58.93%
Live theater and dance
UKNoYes
Lectures and readings by notable authors
200
150
100
50
0
Frequency
7
2.08%
180
53.57%149
44.35%
Lectures and readings by notable authors
BSC- Institute for Regional Development 42
UKNoYes
Street festivals
250
200
150
100
50
0
Frequency
5
1.49%
102
30.36%
229
68.15%
Street festivals
UKNoYes
Family activities
200
150
100
50
0
Frequency
9
2.68%
137
40.77%
190
56.55%
Family activities
BSC- Institute for Regional Development 43
Use of Newspapers
The following section reports on the use of newspapers as reported by
citizens. Respondents were asked to list the newspapers they read regularly.
Multiple responses were allowed.
Which newspapers do
you read regularly?
Frequency Percentage
Boston Globe 157 43.6
Boston Herald 58 16.1
Salem Evening News 152 50.6
North Shore Sunday 2 0.6
Salem Gazette 24 6.7
Beverly Citizen 11 3.1
Marblehead Reporter 17 4.7
Swampscott Reporter 8 2.2
Peabody Weekly News 4 1.1
Danvers Herald 11 3.1
Lynn Item 9 2.5
NY Times/NY Post 21 5.8
Wall Street Journal 7 1.9
Other 10 2.8
UKNoYes
Galleries and visual arts
250
200
150
100
50
0
Frequency
8
2.4%
113
33.83%
213
63.77%
Galleries and visual arts
BSC- Institute for Regional Development 44
Statements about Downtown Salem
Respondents were asked to indicate the extent of their
agreement/disagreement with the following statements.
Highlights: Approximately 62% of respondents agree or strongly agree with the
statement that the area offers unique stores and shopping opportunities.
DK/NRStrongly DisagreeDisagreeAgree Strongly agree
Downtown Salem offers unique stores and shopping opportunities
200
150
100
50
0
Frequency
15
5.54%3
1.11%
58
21.4%
167
61.62%
28
10.33%
Downtown Salem offers unique stores and shopping opportunities
BSC- Institute for Regional Development 45
Highlights: Approximately 56% of respondents agree or strongly agree with the
statement that the merchants in the area are more helpful and friendly.
Highlights: Approximately 92% of respondents agree or strongly agree that the
area’s historic buildings and environment make it a special place.
DK/NRDisagreeAgreeStrongly agree
Merchants in downtown Salem are more helpful and friendly than in other
stores
125
100
75
50
25
0
Frequency
40
15.62%
73
28.52%
135
52.73%
8
3.12%
Merchants in downtown Salem are more helpful and friendly than in other
stores
DK/NRDisagreeAgreeStrongly agree
Downtown Salem's historic buildings and environment make it a specialplace
150
100
50
0
Frequency
9
3.36% 13
4.85%
156
58.21%
90
33.58%
Downtown Salem's historic buildings and environment make it a special place
BSC- Institute for Regional Development 46
Highlights: Approximately 52% of respondents agree or strongly agree with the
statement that the area is convenient, while approximately 43% disagree or
strongly disagree.
DK/NRStrongly DisagreeDisagreeAgree Strongly agree
Shopping or doing business in downtown Salem is convenient
125
100
75
50
25
0
Frequency
13
4.89%9
3.38%
105
39.47%
126
47.37%
13
4.89%
Shopping or doing business in downtown Salem is convenient
DK/NRStrongly DisagreeDisagreeAgree Strongly agree
Downtown Salem offers better dining options than other towns
125
100
75
50
25
0
Frequency
13
4.89% 3
1.13%
71
26.69%
130
48.87%
49
18.42%
Downtown Salem offers better dining options than other towns
BSC- Institute for Regional Development 47
Highlights: Approximately 67% of respondents agree or strongly agree with the
statement that the area offers better dining options than other towns, while
approximately 28% disagree or strongly disagree.
Highlights: Approximately 71% of respondents agree or strongly agree with the
statement that the area is family oriented, while approximately 21% disagree.
DK/NRDisagreeAgreeStrongly agree
Downtown Salem is a family oriented place to shop or visit
200
150
100
50
0
Frequency
21
7.92%55
20.75%
179
67.55%
10
3.77%
Downtown Salem is a family oriented place to shop or visit
BSC- Institute for Regional Development 48
Highlights: Approximately 88% of respondents agree or strongly agree with the
statement that the area is better for the economy, while approximately 6%
disagree.
DK/NRStrongly DisagreeDisagreeAgree Strongly agree
Downtown Salem has more entertainment and cultural activities than other
places
125
100
75
50
25
0
Frequency
20
7.69%
2
0.77%
90
34.62%
132
50.77%
16
6.15%
Downtown Salem has more entertainment and cultural activities than other
places
DK/NRDisagreeAgreeStrongly agree
Shopping in downtown Salem is better for the local economy
200
150
100
50
0
Frequency
16
5.99%
16
5.99%
168
62.92%
67
25.09%
Shopping in downtown Salem is better for the local economy
BSC- Institute for Regional Development 49
Highlights: Approximately 57% of respondents agree or strongly agree with the
statement that the area has more entertainment and cultural activities than other
places, while approximately 36% disagree or strongly disagree.
Highlights: Approximately 72% of respondents agree or strongly agree with the
statement that the area’s tourist attractions make spending time in the area more
exciting, while approximately 23% disagree or strongly disagree.
DK/NRStrongly DisagreeDisagreeAgree Strongly agree
Salem's many tourist attractions make spending time in Downtown Salem
more exciting
150
100
50
0
Frequency
15
5.6%5
1.87%56
20.9%
156
58.21%
36
13.43%
Salem's many tourist attractions make spending time in Downtown Salem
more exciting
BSC- Institute for Regional Development 50
Demographic Information on Respondents
The following section is a summary of demographic information of
respondents, including their zip codes, income, gender, and size of household.
164
50.0%
51
15.55%
113
34.45%
Res zip code
Peabody and
Danvers
Marblehead
and
Swampscott
Salem
Res zip code
Highlights: 50% of respondents live in Peabody and Danvers, while 34.45% live in
Salem and 15.55% live in Marblehead and Swapscott.
5
1.47%
295
86.76%
40
11.76%
Do you or a member of your household work in
downtown Salem?
UK
No
Yes
Highlights: Approximately 87% of respondents have a household member who
works in Downtown Salem.
BSC- Institute for Regional Development 51
10
2.94%
69
20.29%
261
76.76%
Do you own or rent your home?
UK
Rent
Own
Highlights: Approximately 77% of respondents own their home and approximately
20% rent.
Highlights: Approximately 36% of respondents were aged between 46 and 60,
while approximately 24% were aged 36 to 45.
DK/NR71 and over61 to 7046 to 6036 to 4526 to 3518 to 25
Age
120
100
80
60
40
20
0
Frequency
8
2.35%
48
14.12%41
12.06%
121
35.59%
80
23.53%
31
9.12%
11
3.24%
Age
BSC- Institute for Regional Development 52
Highlights: Approximately 66% of respondents had not children under the age of
18 living in their home, while approximately 26% had one or two children living in
the household.
9.006.005.004.003.002.001.00.00
How many children under age 18 in your household?
250
200
150
100
50
0
Frequency
1
0.3%
1
0.3%
1
0.3%
3
0.9%
20
5.99%
45
13.47%
43
12.87%
220
65.87%
How many children under age 18 in your household?
BSC- Institute for Regional Development 53
Highlights: Approximately 54% of households had two members over the age of
18, while approximately 28% had a one member household.
7.005.00 4.003.002.001.00 .00
How many people over age 18 in your household?
200
150
100
50
0
Frequency
1
0.3%
2
0.6%
14
4.17%42
12.5%
181
53.87%
92
27.38%
4
1.19%
How many people over age 18 in your household?
BSC- Institute for Regional Development 54
Highlights: Approximately 59% of respondents received at least a college degree
and 19% had attended some college.
DK/NRcollege grad or
more
some collegehigh school gradless than high
school
Educational Attainment
250
200
150
100
50
0
Frequency
4
1.18%
201
59.12%
66
19.41%
66
19.41%3
0.88%
Educational Attainment
BSC- Institute for Regional Development 55
Highlights: Approximately 27% of household had income over $100,000 per year,
while approximately 14% had income from $75,000 to $100,000 and
approximately 11% had income from $60,000 to $75,000.
DK/NR Over,
100,000K
75 to 100,000
K
60 to 75K40 to 60K20 to 40K.00
Income
100
80
60
40
20
0
Frequency
80
23.53%
93
27.35%
46
13.53%38
11.18%
44
12.94%38
11.18%
1
0.29%
Income
BSC- Institute for Regional Development 56
3
0.86%
133
38.33%
211
60.81%
Gender
UK
No
Yes
Gender
Highlights: Approximately 61% of respondents reported being female and
approximately 38% reported being male.