church street marketplace · 2016 sales compared to 2015 sales up, 41.9% even, 22.6% down, 35.5%...

Church Street MarketplaceBTVStat

August 28th, 2018

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• 100% Occupancy

• New Hardware Store

• 20,000 Instagram Followers

Good News!

Outline

Downtown in Transition

Downtown Safety

Social Media

Nonprofit Partnerships

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Downtown in Transition

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Up, 66.7%

Even, 25.6%

Down, 7.7%

2016 Sales Compared to 2015 Sales

Up, 41.9%

Even, 22.6%

Down, 35.5%

2017 Sales Compared to 2016 Sales

Downtown Food & Beverage Businesses’ Impressions of Sales

Findings from Annual Food & Beverage Survey. The first survey was conducted February to March of 2017 and had 39 responses. The second survey was conducted March to April of 2018 and had 31 responses. Sales numbers refer to overall sales for the business within that calendar year.

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Meals & Alcohol Gross Receipts Data

$0

$5,000,000

$10,000,000

$15,000,000

$20,000,000

$25,000,000

$30,000,000

$35,000,000

$40,000,000

$45,000,000

$50,000,000

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1

201320132013201320142014201420142015201520152015201620162016201620172017201720172018

Burlington

SouthBurlington

Williston

Winooski

This data comes from the Vermont State Department of Taxes. The years listed above are calendar years. 6

7

$-

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

$14,000,000

$16,000,000

$18,000,000

Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

2017 2018

Burlington

DID

Meals & Alcohol Gross Receipts Data FY18-Closer Look at Downtown Improvement District

Total Meals & Alcohol Gross Receipts data for the City of Burlington comes from the VT State Department of Taxes. February-March numbers are projections. Gross Receipts data for the DID came from the Burlington Clerk & Treasurer’s Office.

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Meals & Alcohol Gross Receipts FY18-Downtown Improvement District

$-

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000


2017 2018

Businessesw/Liquor License

Businesses w/oLiquor License

Gross Receipts numbers are from the Clerk & Treasurer’s Office.

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$-

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$3,500,000


2017 2018

Businessesw/Liquor License

Businesses w/oLiquor License

Meals & Alcohol Gross Receipts FY18-Church Street Marketplace

Gross Receipts numbers are from the Clerk & Treasurer’s Office.

Retail Gross Receipts Data

$0

$20,000,000

$40,000,000

$60,000,000

$80,000,000

$100,000,000

$120,000,000


201320132013201320142014201420142015201520152015201620162016201620172017201720172018

Burlington

SouthBurlingtonWilliston

Essex

Retail Sales do not include apparel, shoes, or gross receipts. This data comes from the Vermont State Department of Taxes. The years listed above are calendar years.

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Hotel Rooms Gross Receipts Data

$0

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

$14,000,000

$16,000,000

$18,000,000


201320132013201320142014201420142015201520152015201620162016201620172017201720172018

Burlington

SouthBurlington

11This data comes from the Vermont State Department of Taxes. The years listed above are calendar years.

Business Assistance

Funding

CEDO, BBA, and CSM partnership

Survey end of April-> early May

54 responses

Promotional events

(76% interested, 39% top choice)

Wayfinding, signage, downtown directory

(74 % interested, 22% top choice)

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There is $50,000 available funding for business assistance each year for two years. Respondents were prompted to select all funding uses that interested them from a list of eight options. They were then asked to rank them from most to least desirable. The other choices included workshops, one-on-one assistance, small grants, banners hung from light poles, enhanced pedestrian lighting, and other see appendix for more detail.

How are we doing? Continuous improvement summaryThe Downtown remains strong but could benefit from unified branding and messaging especially in light of the City Place, Great Streets, and City Hall Park construction. No one is currently marketing downtown Burlington as a whole. Side street businesses have expressed serious interest in having unified branding.

We continue to work with CEDO, BBA, and DPW regarding the expansion of the Downtown Improvement District and the utilization of business assistance funding over the next two years.

Why is this goal important? Next Steps: Address underlying issues and action plan to address

As we compete with other shopping and dining centers in Chittenden County and online retailers, we need to strengthen the downtown brand to keep encouraging Vermonters to come shop, dine, and play in downtown Burlington.

We will explore unifying downtown branding and the promotion of events through a one-year pilot “Pay to Play” program for side street businesses and a one-year pilot downtown banner program.

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Next Steps!

One-year pilot "Pay to Play" program

.50/sf

Website listing, social media presence, CSM promotions, tourist brochure, and wayfinding

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Next Steps!

Downtown Banners

One-year pilot program

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Downtown Safety

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Boundaries of Focus Area

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0

20

40

60

80

100

120

140

160

180M

ay

Feb

Ap

r

Jul

Sep

No

v

May

Feb

Ap

r

Jul

Sep

No

v

May

Feb

Ap

r

Jul

Sep

No

v

May

Feb

Ap

r

Jul

Sep

No

v

May

Feb

Ap

r

Jul

Sep

No

v

May

Feb

Ap

r

Jul

Sep

No

v

May

Feb

Ap

r

Jul

2012 2013 2014 2015 2016 2017 2018

Drugs and Alcohol Property Violent

Calls for Service in Downtown Focus Area (Jan. 2012- July 2018)

Drugs and Alcohol: Overdose, IntoxicationProperty: Larceny from a Person, Stolen Vehicle, Vandalism-Graffiti, Larceny- from Motor Vehicle, Retail Theft, Larceny-Building, Vandalism, Larceny-Other, BurglaryViolent: Robbery, Assault-Aggravated, Assault-SimpleOther: Disorderly Conduct, Ordinance Violation-Other, Noise, Mental Health Issue, Trespass 18

January-March, 2018 (Monthly Averages)

May-July, 2018 (Monthly Averages)

Actual Target Benchmark Status Actual Target Benchmark StatusDrugs and

Alcohol 27 26 32 65 32 41

Property 24 31 43 26 42 48

Violent 7 4 6 12 6 8

Other 45 68 82 72 93 122

TOTAL 103 147 163 176 197 220

Calls for Service in Focus Area: Detailed Metrics

19Target is the lowest number of calls recorded during that time period in previous years. The benchmark is the average number of calls for that time period in previous years.

How are we doing? Continuous improvement summaryWe do not have control over the number of incidents that occur in the downtown, but it is important to us that we continue to track BPD data to better understand what is going on in our downtown.

We continue to build relationships, share information, and develop strategies for improving downtown safety through our weekly Safety & Security meetings. We also continue to partner with the downtown lieutenant and officers to ensure we are prepared to manage major events (e.g. upcoming bike race).


A safe downtown is critical to maintaining downtown Burlington as a place where people want to live, work, shop, dine, and play. Safety is always the highest priority.

We are considering specifically looking at calls made in and around the Marketplace District. We will reach out to BPD if we require assistance pursuing this goal.

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Social Media

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Number of Social Media Followers (Nov. 2016-July 2018)

0

5,000

10,000

15,000

20,000

25,000

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul

2016 2017 2018

Facebook Instagram Twitter

20,000 Instagram followers!

*

*The Facebook numbers reflect Likes instead of Followers

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Monthly Social Media Impressions (Nov. 2016-July 2018)

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

500,000

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul

2016 2017 2018

Facebook Instagram Twitter Website Pageviews23

Business Improvement District Facebook Likes Instagram Likes

Location Population Count% of

Population

Percentage Point Changefrom March

2017

Count% of

Population

Percentage Point Changefrom March

2017

Church Street Marketplace, VT

42,260 16,734 40% +5% 20,159 48% +12%

Downtown Santa Monica, CA

92,478 16,316 18% +1% 5,623 6% +3%

Downtown Boulder, CO 108,090 24,557 23% +1% 12,000 11% +.5%

Downtown Tempe, AZ 182,498 12,515 7% +1% 13,900 8% +2%

Downtown Boise, ID 223,154 15,252 7% +1% 16,700 7% +2%

Hillsborough Street, NC 458,880 20,235 4% 0.0% 2,888 1% 0.0%

Downtown Raleigh Alliance, NC

458,880 11,980 3% 0.0% 25,200 5% +1%

Times Square NYC, NY 8.5M 1.4M 16% 1% 275,000 3% +0.6%

Comparison to Other Business Improvement Districts (Numbers as of August 1, 2018)

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How are we doing? Continuous improvement summaryGreat! We have been excited to see continuous growth in engagement across our social media accounts and recently met the milestone of 20,000 followers on Instagram.

We continue to look for new strategies to improve our social media platforms. These efforts have included implementing weekly giveaways to promote businessesand increasing the frequency of our blog posts. Jenny has also helped continue the Marketing & Communication Group meetings.


Maintaining effective social media accounts is critical to promoting Church Street Marketplace businesses and events, engaging the community, and branding the Marketplace District as a whole.

We are exploring the possibility of partnering with local social media influencers (that match our values and brand identity) to advertise and promote the Marketplace.

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Nonprofit Partnerships(Initial Equity Measures)

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Filipino-American Community of VT

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YearNumber of Nonprofits

Number of Permits

Number of Days Tabling

2012 51 164 184

2013 45 250 250

2014 50 107 243

2015 47 83 259

2016 49 98 339

Nonprofit Tabling Permits

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Social Media Contributions

In Fiscal Year 2018, posts for nonprofits generated:

157,506 impressions on Facebook

200,303 impressions on Instagram

30,687 impressions on Twitter

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Nonprofit Event FY 17 Dollars Raised FY 18 Dollars Raised

Camp Ta Kum Ta Santa 5k $17,922 $20,881

Green Mountain Animal Defenders

Walk for Animals $6,000 $8,301

Outright VT Fire Truck Pull $27,168 $50,416

Leukemia and Lymphoma Society

Light the Night Walk $93,392 $95,904

Hope Works Yoga on Church Street $9,232 $12,845

COTS The Day of Giving $5,393 $3,119

Examples of Fundraising Events with Nonprofit Partners

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How are we doing? Continuous improvement summaryChurch Street Marketplace continues to be an avenue for nonprofits to raise awareness and funds through tabling permits and events. The department continues to look for ways to embed nonprofit promotion and fundraising in social media posts and events (e.g. Shop & Sip, Yoga Series, etc.).

With staffing changes the department reexamined the permitting process for tabling and has, with a shift to digital record keeping, reduced the amount of time spent issuing tabling permits without seeing any decrease in the number of permits or days tabled.


Church Street Marketplace is a public space and community center. It is important that the Marketplace is open and accessible to nonprofit organizations. Actively partnering with and promoting diverse nonprofit organizations is essential to supporting our local community and shining a light on the great work of these organizations.

The Church Street Marketplace is looking for new ways to better promote nonprofit organizations. This includes launching a new campaign, “Positive Change: Help End Homelessness in Vermont”, in collaboration with COTS. We are also looking to utilize MobileCause, a text to donate service, to help nonprofit organizations’ fundraising efforts.

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Next Steps!

• Positive Change: Help End Homelessness in Vermont

• Champ and Champette boxes have raised $14,575 since 2012

• Looking to refresh identity and create a brand campaign

• Collaboration with COTS

• MobileCause: Text to Donate

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Appendix

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73% 75% 73% 71%73%

71%69% 70% 68%

65%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Outside DID

Within DID

Breakdown of Burlington Meals & Alcohol Gross Receipts

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Workshops (90minute workshops on

topics such as cashflow, marketing, e-

commerce, etc.)

Promotional events(block parties, artevents, scavengerhunts, etc. to bringpeople downtown)

One-on-oneassistance (targetedtechnical assistance

for an individualbusiness)

Small grants ($500 -$2,000)

Wayfinding signageand downtown

directory

Banners hung fromlight poles

Enhanced pedestrianlighting

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Business Assistance Questionnaire :What type of business assistance would you like to see during the construction of CityPlace Burlington? Check all boxes that apply.

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Business Assistance Questionnaire:Please rank the following types of business assistance 1-8,

1 being most desirable, 8 being least desirable.

1 2 3 4 5 6 7 8 Total Score

Workshops 4.65% 2 2.33% 1 6.98% 3 9.30% 4 11.63% 5 25.58% 11 25.58% 11 13.95% 6 43 3.3Promotional events 39.58% 19 14.58% 7 14.58% 7 16.67% 8 2.08% 1 4.17% 2 6.25% 3 2.08% 1 48 6.25One-on-one assistance 2.33% 1 16.28% 7 13.95% 6 6.98% 3 16.28% 7 23.26% 10 18.60% 8 2.33% 1 43 4.26

Small grants 13.04% 6 6.52% 3 10.87% 5 13.04% 6 28.26% 13 6.52% 3 15.22% 7 6.52% 3 46 4.5Wayfinding signage and directory 21.74% 10 36.96% 17 17.39% 8 10.87% 5 6.52% 3 6.52% 3 0.00% 0 0.00% 0 46 6.37Banners hung from light poles 4.35% 2 8.70% 4 21.74% 10 23.91% 11 17.39% 8 8.70% 4 13.04% 6 2.17% 1 46 4.7Enhanced pedestrian lighting 10.20% 5 18.37% 9 14.29% 7 16.33% 8 16.33% 8 12.24% 6 10.20% 5 2.04% 1 49 5.02

Other 15.15% 5 0.00% 0 3.03% 1 0.00% 0 0.00% 0 9.09% 3 9.09% 3 63.64% 21 33 2.48

Answered 53

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

500,000

0

10

20

30

40

50

60

Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul

2017 2018

Mo

nth

ly Im

pre

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ns

Post

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Beauty Business Fun Impressions

Categorized Facebook Posts: Aug. 2017-July 2018

*

* Facebook impressions from events are not reflected above. 37

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

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0

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Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul

2017 2018

Mo

nth

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pre

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Post

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Beauty Business Fun Impressions

Categorized Instagram Posts: Aug. 2017- July 2018

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Facebook Posts

Post Category Avg. Impressions Avg. Likes Avg. Comments Avg. Shares

Beauty 6,032 205 12 18

Business 4,515 44 17 5

Fun 4,373 61 4 6

Grand Total 4,609 68 11 7

Instagram Posts

Post Category Avg. Impressions Avg. Likes Avg. Comments Avg. Reach

Beauty 11,060 995 7 8,668

Business 7,966 251 17 6,043

Fun 8,872 455 6 6,944

Grand Total 8,829 454 12 6,819

Detailed Metrics Per Post (Aug. 2017-July 2018)

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church street marketplace · 2016 sales compared to 2015 sales up, 41.9% even, 22.6% down, 35.5%...

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