return on investment of bias webinar: indicators & data...

Return on Investment of BIAs

Webinar: Indicators & Data Gaps

January 17, 2017

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TIME AGENDA LEAD10 AM / 2 PM WELCOME + GOALS TABIA / OBIAA

35 minutes PROJECT UPDATES FOTENN

• Study Recap (Goals, BIA Story)

• The Indicators

• Data Gathering and Analysis

• Consultation Updates

• Final Report Status

• Confidence Scale

FOTENN

COBALT/

FOTENN

COBALT

360

FOTENN

15 minutes CONSULTATION: ADDRESSING THE CHALLENGES BRAND CLARITY

40 minutes FILLING IN THE GAPS

GAP #1: GROSS DISTRICT PRODUCT FOTENN

GAP #2: SALES TRACKING FOTENN

GAP #3: QUALITY OF LIFE COBALT

GAP #4: PLACEMAKING COBALT

15 minutes INDICATOR HIERARCHY FOTENN

5 minutes TIMELINE + PERL + NEXT STEPS FOTENN

12 NOON / 4 PM Q&A + CLOSING REMARKS TABIA / OBIAA

01 AGENDA

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HARNESS YOUR IDEAS IN ORDER TO:

CONSULT WITH YOU AND YOUR MEMBERSHIP

ADDRESS 4 DATA GAPS IN THE STUDY.

1. GROSS DISTRICT PRODUCT (GDP) of BIAs

2. SALES TRACKING

3. QUALITY OF LIFE

4. PLACEMAKING

ESTABLISH INDICATOR RANKING.

“If there were only 10 things you could know about a BIA what would they be?”

GOALS FOR TODAY

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TODAY:

DON’T BE SHY.

NO IDEA IS A BAD IDEA.

REMEMBER, THIS IS THE FOUNDATION FOR BIA METRICS in YEARS TO COME. IT’S IMPORTANT WE HEAR FROM YOU NOW AND IN THE FUTURE.

CONSIDER HOW YOU COMMUNICATE WITH YOUR MEMBERSHIP AND YOUR MUNICIPAL PARTNERS.

CONSIDER THE INFORMATION YOU NEED TO HELP SHARE THAT STORY.

GOALS FOR TODAY

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2.0 Project Updates

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THE BIA STORY!

A BIA IS INTEGRAL TO ADVANCING A DISTINCT, LIVABLE, VIBRANT AND RESILIENT BUSINESS DISTRICT WITHIN THEIR LOCAL COMMUNITY.

WHERE PROSPERITY IS REFLECTED IN THE RESILIENCY, VIBRANCY AND LIVABILITY OF THE AREA.

RECAP ON THE STUDY

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DATA GATHERING:

PROCESS

THE ADVISORY COMMITTEE SELECTED LIST OF INDICATORS AND DEVELOPED SPECIFIC MEASURES FOR EACH:

I.E. INDICATOR MEASURE

• RETAIL SALES MONTH-TO-MONTH % INCREASE

• PRIVATE SECTOR # OF BUILDING PERMITS DURING PERIOD

INVESTMENT

INDICATORS ESTABLISH THE NARRATIVE AND PROVIDE THE EVIDENCE THAT BIAs ACHIEVING THE BIA STORY.

DATA GATHERING

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AGREED RETURN ON INVESTMENT INDICATORS

4 MAJOR THEMES:

Street Appeal

Economic Development

Supporting Local Business

Community Building

45 METRICS MAKING UP 30 DISTINCT INDICATORS.

RECAP ON THE STUDY

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DATA NARRATIVE:

LAYERED DATA TO TELL A STORY

IN ADDITION TO THE STANDARD INDICATORS THE TEAM ALSO CREATED FIVE BUNDLED SETS OF DATA THAT EACH LINK TO A SPECIFIC NARRATIVE.

WE FOUND THESE NARRATIVES ARE THE MOST COMPELLING FOR THE DIVERSITY OF AUDIENCES (MUNICIPALITY, COMMUNITY, PROVINCE, MEMBERS, ETC.) THAT BIAs SPEAK TO THROUGH THEIR WORK.

• GROSS DISTRICT PRODUCT

• PLACEMAKING

• QUALITY OF LIFE

• MUNICIPAL CAPACITY BUILDING

• LOCAL CAPACITY BUILDING

DATA NARRATIVE

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02 STREET APPEAL AGREED INDICATORS8

# GROUP INDICATOR

Street Appeal - Physical

1 Money leveraged for streetscape, façade, CIP from different sources - levy, municipality, grants, sponsorships (e.g., $1 of levy was leveraged to produce $3 of total streetscape improvements)

2 GAP / BUNDLE

Placemaking - Money on Beautification, Number of Park Benches, Garbage Cans, Flowers, Banners, etc., public realm completion rate.

Street Appeal – Visitor Experience

3 GAP Actual Event Attendance

4 GAP Conversion Rate of Event Attendee – Repeat Visitor / Repeat Customer

5 GAP Average Dwell Time in a BIA

6 BUNDLE Quality of Life Metrics

02 ECONOMIC DEVELOPMENT AGREED INDICATORS9

# GROUP INDICATOR

1 GAP Employment Statistics

2 Building Permits By Category

3 New Business Openings

4 Private Sector Investment

5 Additional leveraged Investment used through grants, incentives, etc. that moves a project forward.

6 Actual Land Values, Rents

7 Assessed Property Values

8 GAP / BUNDLE

Gross District Product - sales, employment, levy's and tax and divided over the land area of the BIA.

9 Business Mix - Anchors (individual business or cluster that create critical mass) and how mix matches to strategic plan goals

10 BIA Zone of Influence – impact of BIA on Assessed value of housing in the areasurrounding BIA (considering a 500 metre area of influence)

02 SUPPORTING LOCAL BUSINESS AGREED INDICATORS10

# GROUP INDICATOR

Business Impact

1 GAP Retail Sales – Actual Numbers

2 Business Hours

3 Visitor Satisfaction Surveys

4 Amount of gross leasable area

5 Business Resiliency – Turnover, Longevity, Vacancy (separate structural vacancy vs. those vacancies that may impact BIA)

6 Customer Draw Potential – Catalyst for consumers (Number of small independentbusinesses, Number of Chains (National, International).

Visitation, Movement, Marketing

7 Number of Things to Do in BIA/Region

8 Parking Utilization

9 GAP Pedestrian Counts

10 Marketing Effectiveness - Visitor Recall of BIA marketing. Testimonials, reviews from visitors.

02 COMMUNITY BUILDING AGREED INDICATORS

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# GROUP INDICATOR

Internal to the BIA

1 Yearly Review of Strategic Plan Achievements.

External to the BIA

2 BUNDLE Municipal Capacity Building - Amount of Collaboration with municipality, # ofDepartments at the municipality the BIA works with, BIA Submissions and presentation to council.

3 BUNDLE Local Capacity Building (Social capital investment) - Engagement with local neighbourhood groups, associations, # of committees and organizations that BIA sits on and vice versa, # of organizations that want to host events or just “BE” in the BIA .

4 Safe Environment - Crime Statistics, Perception of crime in the area, engagement with local fire and police force (note that the actual crime statistics may be part of Quality of Life but the actual liaison working relationship between a BIA and police and fire is about capacity building).

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DATA GAPS:

TO ENSURE WE HAD CONCENSUS ON THE DATA GAPS THE ADVISORY COMMITTEE MEMBERS INDEPENDENTLY SCORED THE GAPS.

1. RETAIL SALES 100%

2. GROSS DISTRICT PRODUCT 100%

3. DWELL TIME 93%

4. CONVERSION RATE 91%

5. QUALITY OF LIFE 82%

6. EVENT ATTENDANCE 81%

7. EMPLOYMENT 50%

DATA ALTERNATIVES WERE GENERATED FOR DWELL TIME, CONVERSION RATE, EMPLOYMENT AND EVENT ATTENDANCE.

WE NEED YOUR INPUT ON THE OTHER DATA GAPS TODAY!

DATA GAPS

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02 DATA ANALYSIS – PARTICIPATING MUNICIPALITIES

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DATA SOURCES:

BASED ON THE INDICATORS AND MEASURES WE IDENTIFIED DATA SOURCES FOR EACH, AND GAPS WHERE THERE WAS NO KNOWN DATA SOURCE AVAILABLE:

• MUNICIPALITIES 45 PARTICIPATING, REPRESENTING 160+ BIAS

• BIA MANAGERS & MEMBERS SURVEYS / QUESTION OF THE WEEK

• MPAC PROPERTY ASSESSMENT DATA

• REAL ESTATE BOARDS RECENT AND HISTORIC SALES VALUES

• SITEWISE DEMOGRAPHIC PROFILES

• OBIAA MEMBERSHIP DATA MEMBER VOLUME, GROWTH, ETC.

• POLICE DEPARTMENTS CRIME DATA

• STATISTICS CANADA EMPLOYMENT, RETAIL SALES

• PROVINCIAL PARTNERS MMAH / OMAFRA / MTCS

DATA SOURCES

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02 DATA ANALYSIS: PARTICIPATING MUNICIPALITIES

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PARTICIPATING MUNICIPALITIES REPRESENTATION45 municipal partners

164 BIAs within their boundaries

17 - population under 50,000

7 - population between 50,000 - 100,000

7 - population between 100,000 - 250,000

8 - population between 250,000 - 1M

2 - population over 1M

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BIA CONSULTATION UPDATES:

Consideration of different types of BIAs (i.e. small versus large)

Methodologies that are engaging but easy to comprehend and respond to

Simplicity and clarity with both language and terminology

Social media e-blasts that are engaging and informative (through Brand Clarity)

Phased approach to allow for different types of stakeholders to participate and methodologies to be used

BIA CONSULTATION UPDATES

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Key person interviews: 36

On-line survey: over 160 responses (80 complete)

Wednesday question of the week: Approx. 40/week


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WEDNESDAY QUESTION OF THE WEEK

Collect data for ROI Indicator analysis – data gaps

Create an ongoing and standardized approach for BIAs to share simple information with OBIAA

Create an ongoing and standardized approach for BIAs to encourage their members to share information with a sanctioned third party

7 Wednesday Questions of the Week – one for BIAs and one for BIA members related to data gaps


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WEDNESDAY QUESTION OF THE WEEK

Results

Week 1: 37 BIAs 142 Members



Week 4:39 BIAs 63 Members





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CONGRATULATIONS TO WEDNESDAY QUESTION OF THE WEEK WINNERS!

BIA Winner is the Historic Downtown Chatham BIA.

Member winner is Lowe’s Music School with the Port Credit BIA.

Winners will be contacted directly.


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FINAL REPORT FORMAT

THE INDICATORS

REPRESENTATIVE SET OF BIA FINDINGS from across Ontario.

Hierarchy of Indicators.

A Confidence Scale for each which demonstrates how robust the data findings are for the reader.

Confidence scale to reflect: Regional representation

Source of data

Geographical representation

BIA Response rate.

FINAL REPORT

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FINAL REPORT FORMAT

THE DATA GAPSWhat they are.

How we fill them.

THE COMMUNICATIONS PLAN

APPENDICESConsultation Summary and Background Research Report.

FINAL REPORT

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3.0 Consultation: Addressing the Challenges

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COMMUNICATIONS RECAPBIA PARTICIPATION HAS BEEN GENEROUS AND HELPED MAKE THIS PROJECT A SUCCESS. THANK YOU!

THE DATA GATHERED THIS YEAR PROVIDES A SNAPSHOT OF WHERE WE ARE, BUT MEASUREMENT WILL NEED TO CONTINUE OVER SUBSEQUENT YEARS TO ESTABLISH ON-GOING ROI

HOW CAN WE BEST COMMUNICATE WITH YOU AND MEMBERS OVER THE NEXT YEARS?

HOW CAN WE BEST WORK WITH YOU AND YOUR MEMBERS TO GATHER DATA OVER THE NEXT YEARS?

FUTURE OUTREACH: TELL US HOW!

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COMMUNICATIONS CHALLENGES

TIMING AROUND THE BUSY CHRISTMAS SHOPPING SEASON. ENSURE THAT PROVIDING VALUE FOR THE TIME THAT BIAS PUT INTO THE PROCESS.

DIFFICULTY IN ENGAGING URBAN/GTA BIAS IN THE PROCESS.

NEED TO GATHER DATA WHILE AVOIDING SURVEY AND COMMUNICATIONS FATIGUE.

DIFFERENCES IN MEASUREMENT PRIORITIES AMONG THE WIDE RANGE OF BIAS REPRESENTED IN ONTARIO ESPECIALLY SMALL BIAS IN SMALLER COMMUNITIES VERSUS LARGER BIAS.

RESPECT CONFIDENTIALITY.

CHALLENGE TO DEVELOP A CONSISTENT AND SIMPLE INPUT MECHANISM WHEN IN FACT EACH BIA IS UNIQUE AND DIFFERENT.

THE CHALLENGES WE FACED in REACHING PEOPLE

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HOW WOULD YOU PREFER TO RECEIVE INFORMATION AND UPDATES ABOUT THE ROI OF BIAS IN FUTURE? PLEASE CHOOSE YOUR TOP PREFERENCE.

PROJECT PORTAL THAT IS AVAILABLE ALL YEAR ROUND

PROJECT DIGITAL NEWSLETTER

OBIAA WEBSITE

SOCIAL MEDIA

REGULAR WEBINARS

VIDEO MESSAGE

PERSONAL EMAIL

OTHER_____________________________________

POLL #1: FUTURE COMMUNICATIONS WITH BIAs

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HOW WOULD YOU PREFER TO PROVIDE INDICATOR DATA IN FUTURE YEARS? PLEASE CHOOSE YOUR TOP PREFERENCE.

LARGE YEARLY ONLINE SURVEY

SMALLER MONTHLY OR QUARTERLY SURVEYS

DATA PORTAL THAT IS AVAILABLE ALL YEAR

TELEPHONE SURVEY

PAPER SURVEY

OTHER_____________________________________

POLL #2: FUTURE BIA DATA GATHERING

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WHAT DO YOU THINK IS THE BEST WAY TO GATHER INDICATOR DATA FROM YOUR BIA MEMBERS IN FUTURE YEARS? PLEASE CHOOSE YOUR TOP PREFERENCE.

LARGE YEARLY ONLINE SURVEY

SMALLER MONTHLY OR QUARTERLY SURVEYS

DATA PORTAL THAT IS AVAILABLE ALL YEAR

TELEPHONE SURVEY

PAPER SURVEY

PERSONAL VISIT FROM A BIA STAFFER

OTHER_____________________________________

POLL #3: FUTURE BIA MEMBER DATA GATHERING

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4.0 Filling the Gaps: Indicator Data Gaps

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GAP #1: GROSS DISTRICT PRODUCTThe Gross Downtown Product measurement was established by Craig Stevens, the director of the Downtown Barrie BIA.

The GDP tool took inputs likes sales, employment, levy's and tax and divided over the land area of the BIA to provide a comparable output against other commercial districts in the City. Things like sales $ per m2, or jobs per m2 are important facts for a BIA to share. The message resonated.

We see this metric as an important tool for BIAs to present important stats to their local councillors, and membership. Recognizing not all BIAs are in the downtown - we've also considered renaming the tool to the Gross District Product - so it can apply to all.

Would you use this tool as a metric to benchmark important information about your BIA in the future?

POLL #4: FILLING THE GAPS

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GAP #2: SALES TRACKINGSales data has proven to be a challenge to capture but has surfaced as a key indicator for BIAs to be able to use to share their success in a variety of ways. We understand that revealing too much financial information, or sometimes specific information, can make a business feel vulnerable, and have talked about a number of ways in which we can gather consistent sales information for the BIA area as a whole. A big part of this project is about identifying future tools for BIAs to use in capturing data.

Please tell us the sales tool you think will be the most successful and consistent across the province, based on the list below:

BIA Loyalty Card Program.

BIA annual membership survey to include sales figures - indicated by range.

Establish affinity agreement with Moneris (or others) to capture real sales information.

Use of Statistics Canada data for gross receipts by census subdivision (Costly)

Establish average benchmark and use of annual survey to BIA members to confirm if above or below average.

Other? Such as a representative committee to report on sales for the whole area.


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GAP #3: QUALITY OF LIFE METRICS

One of the largest gaps in creating a well-rounded Quality of Life Score from our perspective is the lack of qualitative data. If OBIAA were to help create standardized qualitative measurement tools for BIAs, which would be the most valuable in your practice:

Online public surveys (survey monkey, social media polls, etc).

Event attendee surveys.

BIA member surveys.

In-person (intercept) public surveys.


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GAP #4: PLACEMAKING METRICSPlacemaking is a relatively new term that has become synonymous with desirable neighbourhoods. One of the best measures for whether a place has become a destination is pedestrian traffic. While we have some data on day-time traffic the area we have the least consistent and reliable data is event attendance.

With so many BIAs spending countless hours developing events to attract customers, it is essential that we move towards gathering far better event data.

If OBIAA were to develop standardized tools to gather better event attendance which would be the most value in your practice:

Developing standardized ways volunteers can effectively track attendance.

Developing a relationship with a service provider that can track attendance.

Developing a technology-driven solution that can track attendance.


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5.0 Indicator Hierarchy

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INDICATOR PRIORITIESWe've gone from 200 down to a subset of 30 indicators in 4 major categories. We've scanned data sources, held interviews, and posted surveys as we work toward our final report. We need your help in identifying the top 10 indicators for BIAs across Ontario. Below is a summary of the top subset of indicators established by our advisory committee.

Consider all audiences – Municipal, Provincial, Public and membership.

If you could only know 10 things about a BIA, what would they be?

POLL #8: INDICATOR PRIORITIES

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6.0 Next Steps: Timeline + PERL

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06 NEXT STEPS

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IMPORTANT DATES

1st Week of February Release of Consultation Summary Report

February 23, 2017 Last Advisory Committee Meeting #6

March 8, 2017 OBIAA PERL Submission

March 31, 3017 MMAH Final Presentation

April 3, 2017 OBIAA National Conference!

April 3, 2017 Release of Final Report and Communications Plan to Membership

Mid-April, 2017 Media Release with Final Report

OUR WORK CONTINUES….

IMPORTANT DATES

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THANK YOU.KAY MATTHEWS, OBIAA

JOHN KIRU, TABIA

SARAH MILLAR, FOTENN PLANNING + DESIGN

JOHN ARCHER, 360COLLECTIVE

JEREMY FREIBURGER, COBALT CONNECTS

CORIEN KERSHEY, BRAND CLARITY

return on investment of bias webinar: indicators & data...

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