Survey shows shopping statistics

Laguna Beach residents are well educated, older than their Orange County neighbors and earn more money, which they spend on food or personal services in town, but they go elsewhere for big-ticket items and clothing, according to a citywide survey released last week.

The volunteer Long Term Business Assistance Task Force, approved by the City Council in 2009, sponsored the survey. The city-funded survey included 58 categories of products and services about which folks were asked to indicate whether they bought those items or hired the services within Laguna Beach, out of town or over the Internet. They were also asked what products and services they would like to see in Laguna that they did not believe were available.

“It will give the city and chamber focus in our efforts to attract new businesses to Laguna Beach, as well as help to fill the empty storefronts throughout town,” said task force Co-Chairwoman Elizabeth Pearson.

About 10% of the 2,566 surveys sent to Laguna Beach voter households, including Emerald Bay, were completed or nearly completed — 255 to be exact. Ten percent of the responses were completed online and 90% returned by mail. The return rate was similar to a study conducted in 1995.

“When I was in corporate, we made million-dollar decisions on a 1% response — a 10% response and you’d have thought you died and gone to heaven,” said Dennis Myers, chairman of the task force research committee.

Myers analyzed the data from the survey questions, which were contributed by committee members Pearson, Chamber of Commerce Executive Director Rose Hancock and South Laguna businessman Armando Baez.

Respondents were asked to indicate whether they bought products or used services in 58 categories in or out of town or on the Internet.

“There were no real surprises,” Myers said.

Convenient, resident-serving business got the most local patronage and patronage helps clarify “resident serving,” according to the report summary. Restaurants and food services groups topped the category.

“That restaurants did well indicated that they are now considered resident serving and no longer just tourist attractions,” Myers said.

According to the survey, Laguna residents also patronize art events and art galleries in town, buy their jewelry here, and a lot of them — although not a majority — go to movies here.

More people who responded to the survey get their cars washed here than out of town, but more go out of town for vehicle repairs and parts.

A majority of respondents said they get their hair cut and styled here and buy their hair care products here, but their cosmetics elsewhere.

Folks are about evenly divided on buying their wine and liquor, pet and art supplies, glasses and sunglasses here or elsewhere.

Coast Hardware came in first when respondents were asked for the best places in town to shop.

Courtesy and service were the reasons given for a pleasant shopping experience. “This survey gives the city and chamber information needed to help our existing businesses stay viable and to attract new businesses to Laguna Beach,” said Mayor Pro Tem Toni Iseman, co-chairwoman of the task force. “We will support the Chamber to enhance economic development.”

One result of the survey may shock chamber officials, who promoted the Thursday night Promenade, for which Forest Avenue was closed to traffic: Less than half of the respondents said they would shop more if the avenue were pedestrian only — 148 nays to 65 yeas.

“It’s important that everybody look at the data with an open mind,” Myers said.

Stores suggested by residents as desirable additions:

 Trader Joe’s, which the city tried unsuccessfully to open on Broadway — going to the extent of revising the parameters of liquor sales from Main Beach.

However, some respondents consider Crystal Cove Trader Joe’s as Laguna’s.

 See’s Candy

 Target

 Sprouse Reitz (formerly on Broadway where Laguna Drugs is ; Reitz was no longer connected when the store closed)

 Various restaurants were named, including In-N-Out Burger

 Others suggested general categories, such as name-brand and dime stores.

Categories least bought in town by respondents:

 Appliances and electronic equipment

 Bed and bath products

 Furniture and décor

 Appliance repairs and parts

 Computer hardware and software

 Craft, sewing and knitting stores

There was no contest with office supplies — three times the number of respondents bought their supplies out of town, 171 to 56.

And although Laguna has such a glut of women’s clothing stores that the Planning Commission is reluctant to approve another one downtown unless it is replacing one going out of business, local shoppers claimed they prefer to go out of town to buy women’s, men’s and children’s clothing, shoes and underwear.

Parking was the most named culprit in the survey for the worst shopping experience, although some categories, such as food shopping or dry cleaning, are able to surmount the problem.

The report will be presented to the City Council in April with recommendations on the conclusions drawn by the Economic Research Sub-committee of the task force that developed the survey, as well as recommend actions promoted by the other committees of the Business Task Force, which include the Mobility, City Policies/Procedures, Marketing & Promotion and the Business Attraction sub-committees.

The report contains data supplied by U.S. Census Bureau, California Retail Survey, Eureka Group, the city budget; and the 1995 and 2009 resident surveys.