HOB


Research

Cultural Consumer Survey

A Multi-Institution Cultural Consumer Study was undertaken in two phases in the fall of 2002 and spring of 2003 to better understand the users (and non-users) of member institutions. By surveying visitors at member sites, HOB has been able to identify strengths and challenges of its institutions and respond to community feedback. This longitudinal survey has greatly enhanced HOB’s ability to market effectively and better serve its visitors.

In spring of 2006, the next phase of data collection will begin and result in a report to be presented in fall 2006. Alan S. Brown, a nationally recognized leader in audience research, has led all phases of this survey.

Through the first two rounds of this survey, HOB learned that:

  • Audience development efforts could be further cultivated in Brooklyn
  • New or expanded orientation programs for new residents and first time visitors could introduce people to HOB and help them understand “how to use” the HOB cultural assets
  • Putting together a number of thematic “cultural itineraries” would help people organize a multi-site HOB visit.
  • Orientation and welcome programs are strongly indicated for people of color, who cite more barriers to increased use.
  • Expanded joint calendaring and information distribution efforts, especially via email, would encourage visitation.
  • A theme of all communications should be access – how to get there, where to park, etc., as well as where to eat, since so many visitors eat before, during or after their visit (esp. those visiting with children).
  • Begin discussions about a central location, information hub or “HOB Visitors Center,” where people can go to gather information, eat, rest, and figure out what’s going on.

Education Assessment

In 2005, HOB began a comprehensive Education Survey. The purpose of the study is to assess current school visitation to HOB members, which will enable HOB to create strategies to improve public participation in these programs and increase overall visitation.

 

Crown Heights Renaissance Project (CHRP)

The primary goal of the Crown Heights Renaissance Project (CHRP) is to create and enact a Strategic Community Economic Development Plan to spearhead commercial revitalization within Community Boards 8 and 9[1] by:

  • Supporting entrepreneurship and the development and growth of small businesses, merchants, and community associations;
  • Increasing patronage and spending at Crown Heights businesses by local residents and HOB visitors while raising customer satisfaction levels;
  • Increasing awareness and participation in HOB institutions’ programs and educational services, and;
  • Creating a national model for how a consortium of cultural institutions can serve as an anchor and catalyst for community revitalization.

In year one, HOB researched economic development needs using quantitative data extracted from the Reference USA database to create a commercial profile of the community and its numerous commercial corridors, 1990 and 2000 census data to create a demographic profile of the community, and US Department of Labor data to create a household consumer expenditure profile of residents of Community Boards 8 and 9. These profiles were then used to assess the commercial attractiveness of the commercial corridors in Community Boards 8 & 9.

At the same time, HOB used qualitative data, collected from thirteen Washington Avenue merchant interviews and five resident and employee focus groups to establish merchant and consumer perceptions of Washington Avenue specifically, and the Crown Heights commercial corridors generally. HOB’s ongoing cross-cultural visitors surveys have provided additional qualitative data specific to perceptions held of the neighborhood by visitors to our member institutions.

The quantitative data indicated that residents spend a substantial share of their income outside of the community and revealed which retail concepts were lacking along Crown Heights' commercial corridors. It also pointed out that the 10 million annual visitors to HOB member institutions have a desire to eat and shop in the neighborhood but don’t because there are not adequate services. Taken together, these data streams allowed HOB to develop a comprehensive economic development plan that addresses many of the concerns and issues of residents, visitors, merchants and merchants associations.

It was determined that the best avenue for addressing these concerns was to work with local merchants and community associations. Therefore, HOB is currently working with local merchants to:

  • Strengthen existing businesses;
  • Identify specific consumer interests of residents and visitors to HOB members;
  • Attract new businesses that are missing from the retail mix; and
  • Increase revenues of local businesses by using the economic engines of HOB institutions and Medgar Evers College.

Crown Heights residents will benefit from a broader variety of retail services, possible new employment opportunities, and increased awareness of the programs at HOB cultural institutions. The visitors to the cultural institutions will benefit from an enhanced retail environment to complement their visits. HOB will benefit from a stronger and more dynamic local business community.

HOB is in the first stages of implementation of the CHR plan recommendations. The first items identified in the plan are initiatives relating to joint marketing, merchant and property owner task force, outreach and technical assistance.

Using funds from Deutsche Bank Americas Foundation, NYC Department of Small Business Services, ConEdison, and Councilwoman Letitia James, HOB has created a brochure to promote the commercial corridors in Crown Heights. The brochure was developed with the input of local merchants, and includes a neighborhood map and brief information about each of the strips. HOB produced specialty cards that slip into a pocket in the brochure – allowing the piece to service diverse constituents.

This area is comprised of five neighborhoods bordering our member institutions: Prospect Heights, Crown Heights-North, Weeksville, Crown Heights-South, and Lefferts Gardens.

[ 1 ] This area is comprised of five neighborhoods bordering our member institutions: Prospect Heights, Crown Heights-North, Weeksville, Crown Heights-South, and Lefferts Gardens.

New York Community Trust