SURVEY Retail Business Visitation Survey – Final Report

SURVEY RESULTS

Page 1

Executive Summary

PROJECT SCOPE

In 2016 the Sylvan Lake Chamber of Commerce was engaged by the Town of Sylvan Lake, at the direction of

the Business Recruitment Team to conduct visitations with businesses outside of the Waterfront Commercial

District (WCD) of Sylvan Lake. The survey goal was to identify issues, hurdles and challenges faced by

businesses, using a survey format with questions approved by Vicki Kurz, EDO for Sylvan Lake, as well as

Keri Pratt, Board Member of the Chamber who is the Chamber Representative with the Business Recruitment

Team (BRT).

A total of 76 Surveys were completed, exactly half of those surveyed are members of the Chamber of

Commerce. Of the 38 non-members at the time the surveys were conducted, three businesses have since

become members of the Chamber, while the remainder asked to be added to communication lists with many

stating they would consider Chamber membership in the future.

Other trade associations that those surveyed are members of include: Korean Business Association, Choice

Hotels, ATLA, AMVIC, AIC, International Hydraulic + Safety Authority, CFSB, MTAA, Alberta Pharmacy

Association, Fitness Council of Canada, Canadian Restaurant Association, CFIP, NCCP, Canadian Fitness

Professionals, Canadian Tax Payers Association, Kinesiology Association, Red Deer Construction Association,

Alberta Road Builders Association, CPGA, CGSA, NGCO.

NAICS codes for each business surveyed are included with this report.

SURVEY RESULTS

Page 2

LOCATION ANALYSIS

The following four charts provide a snapshot of business ownership, the number of years those surveyed

have been conducting business in Sylvan Lake, their level of satisfaction with the size of their current space,

and their leasehold arrangements.

12

21

22

11

7

6

Under 2 Years

2 to 5 Years

6 to 10 Years

11 to 15 Years

15 to 20 Years

20+ Years

0 5 10 15 20 25

Years in Business

24

25

27

22 23 24 25 26 27 28

Leased

Owned

Triple Net

Leasehold Arrangement

22

226

26

Ownership Type

Corporation

Franchise

Partnership

Sole Proprietorship

56

19

1

Satisfaction with size of business space

Satisfactory Too Small Too Large

SURVEY RESULTS

Page 3

FUTURE PLANS

Those surveyed were asked if and when, they plan to retire or sell their business, expand, downsize or

relocate. Of the 11 businesses planning to relocate, 4 plan on relocating outside of Sylvan Lake, while the

remaining 7 plan on relocating within Sylvan Lake.

FUTURE PLANS

Those surveyed were asked if, within the next five years, they plan to retire or sell their business, expand,

downsize or relocate. OF NOTE: Of the 11 businesses planning to relocate, 4 plan on relocating outside of

Sylvan Lake, while the remaining 7 plan on relocating within Sylvan Lake.

FUTURE PLANS

Those surveyed were asked if, within the next five years, they plan to retire or sell their business, expand,

68

3

5

No Plan

2 or less years

3 to 5 years

0 10 20 30 40 50 60 70 80

Retirement or sale of business

60

11

5

Expansion Plans

No Plans 0 - 2 Yrs 3 - 5 Yrs

75

10

10

20

30

40

50

60

70

80

No Plans 0 - 2 Yrs

Downsizing Plans

65

6

5

No Plan

2 or less years

3 to 5 years

0 10 20 30 40 50 60 70

Relocation Plans

SURVEY RESULTS

Page 4

STRATEGY + MARKETING

The following section provides feedback on business planning and marketing strategy.

55 55

21 21

0

10

20

30

40

50

60

Business Plan Marketing Plan

Strategy

Yes No

Those businesses without a business

plan do not have a marketing plan

for their business.

10 of 76 businesses surveyed do not

have a website for their business.

66

62

27

40

28

62

16

28

36

76

42

17

65

Business Website

Social Media

Newspaper

Maps and Fliers

Magazines

Phonebook/Directory

Television

Radio

Web Directories

Networking

Billboards

Tradeshows

Sponsorships

Marketing Preferences

SURVEY RESULTS

Page 5

TOURISM + COOPERATIVE MARKETING

Businesses were asked to evaluate the level of importance tourism plays in the success and profitability of

their business, and to advise of interest in shared marketing initiatives with other businesses.

32

24

20

Sylvan Lake Tourism

Very Important

Moderately Important

Not Important

Only 13 businesses indicated

that they created a listing on

the Sylvan Lake tourism

website. While not all

businesses fit into a tourism

category, many that do are not

incorporating a free listing on

the site into their marketing

strategy or are unaware the

opportunity is available.

55

21

Y E S

N O

COOPERATIVE MARKETING

SURVEY RESULTS

Page 6

CUSTOMER BASE + BUSINESS FINANCIAL TRENDS

Individual surveyed were asked to indicate what percentage of their customers are local residents of Sylvan

Lake were also asked to provide a snapshot of their profit and revenue growth over the last three years.

Half of all businesses surveyed use

some method to track their

customers at point of sale by

obtaining either an email or postal

code.

0

20

40

60

80

Revenue Direction Profit Direction

Profits + Revenues (3yr trend)

Decreased

Increased

Remained the same

% Local Customer Base

100% 75% 50% 25%

SURVEY RESULTS

Page 7

EMPLOYMENT + EMPLOYEE CONCERNS

The 76 businesses surveyed employ 1,152 individuals, a number that includes full time, part time and

seasonal workers. The survey also asked what each company’s short term hiring plans are, the impact the

increase in minimum wage will have on hiring practices, and where their employees reside.

504

543

105

Number of Employees

Full Time Part Time Seasonal

4

25

47

Plan todownsize

Plan to hire Neither

0

10

20

30

40

50

Hiring Plans

30 29

14

1 20

5

10

15

20

25

30

35

100% 75% 50% 25% 0%

% Employees who live in Sylvan Lake

23

13

4

37

12

Access to Urgent Care

Transportation

Affordable Housing

No known issues

Cost of Living

Employee Concerns

41 out of 76 businesses surveyed state that the increase to MINIMUM WAGE is a

definite factor in their hiring strategy moving forward.

SURVEY RESULTS

Page 8

TRAINING + PROFESSIONAL DEVELOPMENT

The survey measured the level of interest that businesses have for professional development opportunities

for management, owners and their employees, as well as the preferred mode of delivery.

The most preferred mode of delivery for professional development

workshops is live delivery with more than half of respondents stating that

mornings are most suitable.

23

33

48

53

43

28

0

10

20

30

40

50

60

Employee Wkshps Management / Owner wkshps Chamber/Town offered wkshps

Level of interest in outside business development workshops for Sylvan Lake businesses

Interest No Interest

SURVEY RESULTS

Page 9

BUSINESS SATISFACTION

Businesses were asked to indicate their overall opinion of doing business in Sylvan Lake, and to share their

top three reasons for choosing Sylvan Lake as a location for the business.

BUSINESS CHALLENGES

Those surveyed were given the opportunity to share the key challenges they face for their business. Based

on responses we were able to clearly identify the three biggest challenges at this time.

9

43

24

Satisfaction doing business in Sylvan Lake

Poor Good Excellent

The top three reasons to do business

in Sylvan Lake, in order of

importance is:

Access to their home

Access to their customers

Lifestyle/Quality of life

Top Three Issues

Economy

Town Signage Restrictions

Competition

ECONOMY IS #1 CONCERN

59 of 76 businesses surveyed state

that their number one concern is the

Alberta economy.

SURVEY RESULTS

Page 10

All immediate concerns are listed below in order of importance. It should be noted that the increase in

minimum wage is covered in a previous section of this survey and is therefore not duplicated in this section.

Alberta’s Economy (59)

Signage Restrictions and Process (39)

o Signage restrictions hinder marketing ability. Process of obtaining signage permits is

expensive, and all believe the entire process needs to be made more efficient and find the

process frustrating.

o Respondents also felt that obtaining building permits is another difficult system to

maneuver that needs to be readdressed in some way.

Competition (15)

o Respondents state that too many similar businesses are opening (liquor stores, pet stores,

spa’s, vapor shops and tattoo parlors were specifically named).

o Mobile vending, proximity to Red Deer and a consumer choosing to shop on line rather

than supporting local businesses is also a factor.

High Rent and High Property Taxes (10)

Maintenance Issues (8)

o Property Owners: Building owners need to be fined if they do not maintain their property

as it can impact their business.

o Town of Sylvan Lake: Better snow removal, garbage pick-up, side walk repairs, green

initiatives like cardboard recycling, tree trimming when it is blocking a business needed.

Concern that water shut off valve leaking and not being repaired.

Access to qualified employees (6)

Municipality support of all local business (6)

o Give opportunity to bid for town’s business for products and services. Increase

Transparency/visibility of Town procurement practices.

o Equal support of businesses outside of the WCD

2016 Construction (5) blocking access and ability to conduct business as usual.

Increase in theft and vandalism of businesses and a need for better security (4)

Traffic (lights, traffic flow)

o AB Highways overpass project, traffic congestion by Tim Hortons, access from 47th to

Hewlett Park Landing confusing, Canadian Tire access needs to be improved. Hwy 781

Access restrictions an issue for business in the area.

Lack of off-season tourism (4)

o More off-season events to draw visitors to Town. A couple of respondents have concerns

that paid parking in the WCD will be a deterrent for visitors.

Miscellaneous

o By-Laws Complaint (1) Smoking by-law: Business was fined because a customer smoked a

cigarette close to his building.

SURVEY RESULTS

Page 11

NAICS CODES

Sandalwood Flowers Flower shop / Florist 453110

Rexall Drug Store Pharmacy / Drug Store 446110

SugarBelle Cakery & DIY Studio Limited Service Restaurant 722512

Lakeway Liquor Retail Liquor Store 445310

Fit Plus Personal Training Fitness Centre 713940

24 and 7 Lakeway Esso Gas Station with Convenience Store 447110

Little Rock & Stuff Rock and Stone Specimens, Retail *453999

Tim Hortons Limited Service Restaurant 722512

Clearview Glass Glass Product Manufacturing 327215

The Hair Shop Barbershop / Beauty Salon 812116

Janet & Janes Salon & Spa Salon / Beautician 812115

Best Body Fitness Fitness and Rec Sports Centre 713940

Shoppers Drug Mart Pharmacy / Drug Store 446110

Squeeky Clean Carwash Carwash - Automatice or Self-Serve 811192

Lube Stop Oil changes 811199

All Aboard Fine Wine & Spirits Retail Liquor Store 445310

Pet Planet Pet Shop - Retail 453910

Booster Juice Limited Service Restaurant 722512

Sobeys Liquor Retail Liquor Store 445310

Comfort Inn Hotel 721111

Hockey Central Full Service Restaurant 722511

Sylvan Lake Funeral Home Funeral Services 812210

Sandbox Investments (McDonalds) Fast Food Restaurant 722512

Mystic Rayz Tanning Personal Care Service 812190

Sobeys Grocery Store 445110

The Source Computer & Software Store 443144

Subway Fast Food Restaurant 722512

Prairie Dawg Pet Supplies Pet Shop - Retail 453910

Sylvan Lake RV & Auto Recreational Vehicle Dealer 441210

Cover Your Windows Window Treatment - Retail 442291

Boston Pizza Full Service Restaurant 722511

Print Wizards Digital Printing 323115

Sushi Hon Limited Service Restaurant 722512

Showdown Merchandising Commercial Screen Printing 323113

M & M Food Market Specialty Food Store 445299

Global Pet Foods Pet Supplies - Retail 453910

Peppertree Gift Shop - Retail 453220

SURVEY RESULTS

Page 12

Brand Y Tack & Supply Tack Shop 451119

Fountain Tire Tire Dealers 441320

Studio Upstairs Yoga Instruction 611690

Clean Conscience Recycling Waste Collection 562110

Royal Glass Glass Product Manufacturing 327215

Arashi-Do Karate School 611620

Taco Time Fast Food Restaurant 722512

Covers & Upholstery Upholsterer 811420

Regency Flooring Floor Covering 442210

Sylvan Sleep Centr Mattress Store 442110

Eyes & Ears (Visually Sound) Eyeglasses - Retail 446130

Wok Box - Chopped Leaf Limited Service Restaurant 722512

No Frills Grocery Store - Retail 445110

Seabreeze Cleaners Dry Cleaning and Laundry Services 812320

Ar-Tis-Tik Salon & Spa Salon / Beautician 812115

Mac's Convenience Store Convenience Food Store - Retail 445120

Fas Gas (24 and 7) Gas Station with Convenience Store 447110

Last Chance Liquor Retail Liquor Store 445310

Cabinet Creations Cabinet Construction 238350

Canadian Tire General Merchandise Store 452990

GW Woodworking Cabinet Construction 238350

Mark's Work Warehouse Family Clothing 448140

Open Range Saloon Full Service Restaurant 722511

Pioneer Pizza Limited Service Restaurant 722512

Dollarama Miscellaneous General Merchandise 452999

Rapid Auto Solutions General Automotive Repair 811111

Total Control Security Security Systems Services 561620

Roto-Tech Canada Ltd. Industrial Machinery & Equipment 417990

Sylvan Lake Auto Pro General Automotive Repair 811111

The Paint Stop Paint & Wallpaper Store 444120

Walmart General Merchandise Store 452990

Skeoch Hydraulics Industrial Machinery & Equipment 417990

The Garage Sale Shop Used Merchandise Store 453310

Snap Fitness Fitness Centre 713940

Short Stop - Fast Gas Gas Station with Convenience Store 447110

Meadowlands Golf Course Golf Course 713910

Wyndwood Haven Bed & Biscuit Pet Care Service 812910