CRT 2017 #39 · Communication to the City Council · Jun 26 2017

Prepared by Larisa Ortiz Associates (LOA) Retail Strategy for the City of Cambridge Market Analysis

Prepared by Larisa Ortiz Associates (LOA) a. City - Wide Analysis 1. Overall State of Retail: Changes in Consumer Habits 2. Citywide Analysis 3. Citywide S-W-O-T Physical Environment Business Environment Administrative Capacity Market Data + Demographics b. District- Level Analysis 1. Regional/ Specialty Districts vs. Neighborhood/ Community Districts c. Guiding Principles Appendix 1. Central Square 2. Kendall Square 3. East Cambridge/ North Point 4. Porter Square/ Lower Mass 5. Harvard Square 6. Inman Square 7. Fresh Pond/ Alewife 8. Huron Village/ Observatory Hill 9. North/ Upper Mass

Prepared by Larisa Ortiz Associates (LOA) Overall State of Retail

Prepared by Larisa Ortiz Associates (LOA) Overall State of Retail Changes in Consumer Habits E-Commerce in the US reached nearly $395 billion in 2016. However, this only accounts for 11.7% of total retail sales. People are buying more online Growth of e-commerce and online tools are leading consumers to merge online and offline into a single shopping experience. Computer and Electronics and apparel and accessories accounted for 45% of ecommerce sales. Online sales affect retail categories differently Most retail sales in the US are influenced by digital tools 78% of shoppers research online before heading to a store. At the same time, 72% of shoppers buy digitally after seeing a product in a store.

Prepared by Larisa Ortiz Associates (LOA) Overall State of Retail In Cambridge: Changes in Consumer Habits Growth of e-commerce and online tools are leading consumers to merge online and offline into a single shopping experience. In an interview with a local business in Cambridge, the owner revealed having spikes in visitation and sales after posting new products on Instagram A Cambridge business manager revealed that last year over 50% of his total sales were made online 92% 60% 85% 49.50% 82% 42% Residents who have internet at home Residents who made a personal purchase online in the last 30 days USA Boston Cambridge Source: ESRI Business Analyst Online 2016

Prepared by Larisa Ortiz Associates (LOA) Overall State of Retail Changes in Consumer Habits Growth of e-commerce and online tools are leading consumers to merge online and offline into a single shopping experience. • Online retailers are also opening bricks-and-mortar so they can fulfill orders at different localities • Retailers are using their stores as fulfillment centers • E.g. Target opening in Central Square will feature a separate entrance for online order pick ups • Larger retailers are right-sizing and occupying smaller footprints that can be accommodated in downtown retail spaces Online Retailer Current no. of bricks - and -mortar locations Amazon 10 Warby Parker 50 Bonobos 30

Prepared by Larisa Ortiz Associates (LOA) 15% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Furniture and Home Furnishings Electronics and appliance stores Building materials, garden equipment and supplies Food and Beverage Stores Health and Personal Care stores Clothing and Accessories Spoting goods, hobby, book and music stores General Merchandise Miscellaneous Stores Restaurants % of National Retail Sales Overall State of Retail Changes in Consumer Habits The industry is facing fundamental and cross-generational shifts in consumer dining habits Restaurants make up 15% of all retail sales. Restaurant sales growth has surpassed all other retail categories since the recession, +19% between 2012 and 2015. Expenditure data shows that U.S. consumers have started spending more on dining in restaurants and meals outside the home (+5%) than on buying groceries and eating in (0%)* 8 in 10 consumers say dining out with family and friends is a better use of their leisure time than cooking and cleaning up** Source: U.S. Census Bureau (Core retail sales excl. motor vehicles and parts dealers) 2010 2012 2015

Prepared by Larisa Ortiz Associates (LOA) Overall State of Retail Changes in Consumer Habits The industry is facing fundamental and cross-generational shifts in consumer dining habits In Cambridge: Restaurants are the main retail anchors in Inman and Kendall Square and provide key complementing anchor functions in Harvard and Central Square. Restaurants are the largest retail category citywide by number of businesses (38% of total retail businesses). Total sales from food services and drinking places in 2016 was $404,153,691* with a $133 million surplus* confirming that Cambridge is already a dining destination. *Source: ESRI Business Analyst Online 2016

Prepared by Larisa Ortiz Associates (LOA) Overall State of Retail Changes in Consumer Habits Consumers are spending less on products and more on experiences and service- based retail 42 60 68 70 70 108 110 138 [phone removed] Sears A&F Macy's Staples CVS Kmart American Apparel JCPenney Bebe RadioShack Payless Number of Retail Stores Closing in Early 2017 Source: Business Insider Experience-related purchases (travel, sports events, shows) were the top spending category for consumers in the 2016 holiday season.* US 2016 Census shows a decrease in total sales in the past year for retail categories including department stores (-5.6%), electronics and appliances (-3.2%), general merchandise (-1%) and clothing & accessories. In early 2017, a large number of retailers closed an unprecedented number of stores throughout the country.

Prepared by Larisa Ortiz Associates (LOA) Overall State of Retail Changes in Consumer Habits Consumers are spending less on products and more on experiences and service- based retail Service-based retail involve in- person interactions and thus can be best transacted at physical locations, for example: • Restaurants • Cinemas • Theaters • Personal services • Health and fitness facilities • Art studios, galleries and stores Traditional retailers are also adapting store formats to personalize services and offer hands-on, memorable experiences: Retailer Experience Home improvement stores DIY home décor classes Electronics and appliance stores Cooking classes, model kitchens Sporting goods stores Rock climbing walls, equipment testing, yoga classes Café, restaurants Social gatherings, outdoor dining*

Prepared by Larisa Ortiz Associates (LOA) Overall State of Retail Changes in Consumer Habits Consumers are spending less on products and more on experiences and service- based retail In Cambridge: Overall net retail establishments declined by approximately 15% from 2001 to 2015. Electronics & Appliance stores and Sporting goods/hobby/book/music stores accounted for ~70% of overall losses**. Meanwhile, sales have improved in experience-based categories such as food and beverage, services, and entertainment retail*. An increasing number of stores are offering more in-store events and a number of restaurants are seeking to expand and enhance their dining experience by adding rooftop dining. Harvard Book Store holds between 350-450 author readings annually to drive business to the store. Meanwhile, Schoenhof’s Foreign Books closed its physical store and sells online.

Prepared by Larisa Ortiz Associates (LOA) Overall State of Retail Summary 3. Consumers are spending less on products and more on experiences and service-based retail 1. Growth of e-commerce and online tools are leading consumers to merge online and offline into a single shopping experience 2. The industry is facing fundamental and cross- generational shifts in consumer dining habits

Prepared by Larisa Ortiz Associates (LOA) City- Wide Analysis

Prepared by Larisa Ortiz Associates (LOA) City- Wide Analysis Physical Environment Accessibility is unequal among the City’s districts and may require different parking requirements Harvard Square Central Square Kendall Square Inman Square Fresh Pond/ Alewife East Cambri dge Porter Square/ Lower Mass North/ Upper Mass Huron Village Traffic Count 16,079 * 13,566* 19,900* 16,880* 44,938** 7,268** 21,188*** 6,000*** N/A Walk Score™ 98 97 88 93 78 93 94 91 80 Bike Score™ 98 99 99 88 93 88 78 83 93 Transit Score ™ 81 72 75 70 64 83 73 70 64 Less multi-modal districts * Traffic counts from City of Cambridge – year 2012-2013 ** Traffic counts from City of Cambridge – year 2016 *** Traffic counts from City of Cambridge – year 2009-2010 Source: ESRI Business Analyst Online and WalkScore TM L1

Slide 14 L1 Ask Cambridge about Upper Mass traffic count LOrtiz, 4/4/2017

Prepared by Larisa Ortiz Associates (LOA) City-Wide Analysis Demographics 2010 2016 2021 Total Population 105,162 110,562 115,640 Population is growing steadily and will become more densely populated. Population Density 15,766/ sq mile 16,576/ sq mile 17,337/ sq mile Median Age 30.3 31.3 31.6 Slightly aging population. Population aged 20-34 44.5% 42.8% 42.9% Millennials make up the greatest portion of the population although they are decreasing in numbers. Family Households 46.80% Non-Family Households 36.90% Non-Institutional Group Quarters 16.00% The Census Bureau classifies all people not living in housing units (house, apartment, mobile home, rented rooms) as living in group quarters. e.g. college dorms, group homes, missions or shelters. Source: ESRI Business Analyst Online 2016

Prepared by Larisa Ortiz Associates (LOA) City-Wide Analysis Demographics 2010 2016 2021 Median Household Income $64,790 $74,196 $82,030 MHI is projected to continually increase. However, there remains a consistent proportion of low income population. Households with income <$25,000 24.5% 20.5% 20.4% White population 66.6% 61.1% 56.6% The overall population of the City is diversifying with the Hispanic population as the fastest growing ethnic group, followed by the Asian population. Black population 11.7% 12.8% 13.8% Asian population 15.1% 18.3% 20.9% Hispanic population 7.6% 9.3% 10.9% Source: ESRI Business Analyst Online 2016

Prepared by Larisa Ortiz Associates (LOA) City-Wide Analysis Demographics 2016 Cambridge Massachusetts USA Percentage of households that own/ lease any vehicle 69% 83% 86% The City reflects typical car and home ownership trends of urban areas: Lower car ownership and higher renter-occupied housing units than state and national levels Renter-occupied housing 67.75% 39.35% 37.24% Source: ESRI Business Analyst Online 2016

Prepared by Larisa Ortiz Associates (LOA) Citywide Analysis Market Data + Demographics Metro Renters MHI: $52,000 Well-educated/ still enrolled in college Interested in fine arts Well-informed customers Prefer environmentally - safe products Laptops & Lattes MHI: $93,000 Health-conscious consumers Environmentally- conscious Image-conscious Tech-savvy Trendsetters MHI: $51,000 Young, educated, single Image/ style- conscious Upscale living Attentive to health + nutrition Enjoy good deals Urban Chic MHI: $98,000 Well educated and well-connected consumers Tech-savvy Maintain ‘green’ lifestyles and eat organic foods International Marketplace MHI: $41,000 Young, diverse family market Mostly Hispanic Less educated Attentive to personal style Source: ESRI Business Analyst Online 32.0% 30.8% 20.1% 4.0% 3.0%

Prepared by Larisa Ortiz Associates (LOA) 26.6% 26.4% 9.4% 7.4% 5.3% 3.8% 3.6% Professional, Scientific, and Technical Services Educational Services Health Care and Social Assistance Accommodation and Food Services Retail Trade Information Administration & Support, Waste Management and Remediation City-Wide Analysis Workforce Worker- to- Resident Ratio: 1:1 Total No. of Primary Jobs: 108,372 MIT HARVARD UNIVERSITY Source: U.S. Census Bureau, OnTheMap Application and LEHD Origin-Destination Employment Statistics (2nd Quarter of 2014)

Prepared by Larisa Ortiz Associates (LOA) Citywide Analysis Market Data + Demographics Source: 2016 ESRI Business Analyst Online, Cambridge Hotel Directory, LOA Calculations Residents 44% Students 9% Visitors 2% Workers 45% Cambridge retailers need to offer contemporary, hip and trendy merchandise of moderate prices. To meet student budgets, lower priced options should also be made available. $45,000 $90,000 Traditional Contemporary Hip/ Trendy Metro Renters Trendsetter s Workers International Marketplace Laptops + Lattes Urban Chic Students 32.0% 30.8% 20.1% 4.0% 3.0% Market Composition Strategic Positioning City of Cambridge MHI $74,196

Prepared by Larisa Ortiz Associates (LOA) City- Wide Analysis Business Environment Food & Beverage 7% Food Services and Drinking Places 38% Health & Personal Care 18% Miscellaneous Goods 8% Vacant 4% Motor Vehicles, Parts Dealers & Gas Stations Furniture and Home FurnishingS Building Material, Garden Equipment & Supplies Electronics, Appliance & Telecommunications Food & Beverage Food Services and Drinking Places Health & Personal Care Clothing & Clothing Accessories Sporting Goods, Art, Books, Music and Hobby General Merchandise Miscellaneous Goods Used Merchandise Vacant • Food Services and Drinking Places is the largest retail category followed by Health and Personal Care Stores. • General Merchandise <1% Percentage of Total Number of Businesses Retail Mix Source: City of Cambridge Business Data Note: Miscellaneous Goods refers to florists, office supplies, stationery and gift stores, used merchandise stores and others. Food & Beverage refers to grocery stores, specialty food stores and beer/wine/liquor stores.

Prepared by Larisa Ortiz Associates (LOA) Citywide Analysis Retail Opportunity Source: LOA; ESRI Business Analyst Online General Merchandise Stores $215,609,392 Building Materials, Garden Equipment & Supply $60,654,980 Furniture & Home Furnishings $28,903,437 Specialty Food Stores $10,171,370 General merchandise and grocers likely looking for opportunities. Surplus suggests Cambridge is already a regional eating and drinking destination. Opportunities lie in creating environments that support existing retailers. Top Leakage + Surplus Categories (residential) Grocery Stores $61,817,560 Food Services & Drinking Places - $133,282,919 Clothing & Clothing Accessories - $52,060,166 Health & Personal Care Stores - $27,084,523 0 +$215,000,000 -$215,000,000 +$107,500,000 -$107,500,000 -$53,750,000 +$53,750,000 Surplus Leakage

Prepared by Larisa Ortiz Associates (LOA) Fresh Pond/Alewife Average asking rent*: $30 - $60/SF City- Wide Analysis Business Environment Real Estate Landscape Despite increasing real estate costs, average asking rents are comparable or less than nearby competitive districts. North/ Upper Mass Average asking rent: $32/SF Inman Square Average asking rent: $26/SF Huron Village/ Observatory Hill Average asking rent: $28/SF Harvard Square Average asking rent: $106/SF Central Square Average asking rent: $42/SF Porter Square Average asking rent: $43/SF Kendall Square Average asking rent: $35/SF East Cambridge Average asking rent: $26/SF City of Cambridge Average asking rent per SF (excl. utilities +property taxes) $43 Median asking rent per SF $31 Range of spaces available 500 - 6,300 SF Average space size 2,549 SF Median space size 1,800 SF Source: Costar and LoopNet February and March 2017; *HR&A 2016 Market Scan Davis Square Average asking rent: $46/SF Union Square Average asking rent: $43/SF Assembly Row Average asking rent: $50/SF

Prepared by Larisa Ortiz Associates (LOA) City- Wide Analysis Business Environment Real Estate Landscape Source: LoopNet 2017 The average asking rental rate per SF for Retail Commercial properties as of June 2016 was $33.84. Rental rates remained unchanged compared to the prior 3 months, with no change year- on-year. Cambridge City Suffolk County Middlesex County Metro State

Prepared by Larisa Ortiz Associates (LOA) Described by many business owners as long and uncertain. Permitting process is onerous City- Wide Analysis Structural Challenges Special permit requirement/ variances for ‘fast food’ establishments is a hurdle to entry for new local businesses (food to go options) and other regulations constrain experience-based retail. Zoning and Table of Uses do not reflect new business dynamics Parking requirements ignore impacts of weather, special needs groups and business needs P Walking and biking is less conducive to extreme weather conditions and to the needs of seniors and people with disabilities. Parking requirements disregards the needs of employees who do not live in transit accessible places.

Prepared by Larisa Ortiz Associates (LOA) City- Wide Analysis Administrative Capacity Cambridge has a large number of neighborhood and business associations that deliver key services to businesses and commercial districts and provide key links between the City and businesses. City Business Associatio n Business Associatio n Business Association Business Association However, there is a vast disparity amongst the associations in terms of budget and operating capacity which leads to imbalance support and services for businesses of various districts. Economic Development Division of Department of Community Development connects businesses to resources but has limitations on what they can do and provide directly to businesses due to Massachusetts State laws. Budget Range Less than $2k to $600k Staff Size Range 0 – 3.5 full-time

Prepared by Larisa Ortiz Associates (LOA) District- Level Analysis

Prepared by Larisa Ortiz Associates (LOA) District Categories Regional/ Specialty Commercial District Neighborhood/ Community Commercial District • High worker to resident ratio • Higher number of businesses/retail offerings • Serving mostly local residents • Lower number of businesses/retail offerings

Prepared by Larisa Ortiz Associates (LOA) Central Sq Regional/ Specialty Kendall Sq Regional/ Specialty East Cambridge Neighborhood/ Community Harvard Sq Regional/ Specialty Inman Sq Regional Dining Destination Porter Sq Neighborhood/ Community Fresh Pond/Alewife Regional/ Specialty North/Upper Mass Neighborhood/ Community Residents Students Visitors Workers Huron Village/ Observatory Hill Neighborhood/ Community Residents Visitors Workers Residents Students Visitors Workers Residents Students Visitors Workers Residents Students Workers Residents Students Workers Residents Visitors Workers Residents Students Workers Residents Students Visitors Workers District Categories

Prepared by Larisa Ortiz Associates (LOA) Harvard Square Central Square Kendall Square Inman Square Fresh Pond/ Alewife No of businesses 210 119 65 69 46 Total Population* 16,165 24,788 7,018 21,244 6,495 Population Density (per sq mile) 20,462 31,377 12,017 26,891 8,222 Total No. of Workers 23,379 11,277 36,303 10,291 5,779 Worker-Resident Ratio 1.4:1 2:1 5:1 0.5:1 1:1 MHI $65,380 $73,057 $62,118 $75,162 $43,951 Grocery P P General Merchandise P P P P P Building/ Garden Materials P P P Clothing & Accessories P P P Furniture & Home Furnishings P Upcoming retail SF - 41,916 212,853 1,546 13,428 Surplus/Leakage Surplus Leakage Surplus Leakage Surplus Regional/ Specialty Top Leakage Categories

Prepared by Larisa Ortiz Associates (LOA) East Cambridge (Cambridge St) Porter Square North/ Upper Mass Huron Village/ Observatory Hill No of businesses 55 (excl/ Galleria) 39 52 33 Total Population 11,989 16,887 13,235 12,528 Population Density (per sq mile) 15,176 21,376 16,753 15,858 Total No. of Workers 16,992 4,832 4,612 1,329 Worker to Resident Ratio 1.5:1 0.3:1 0.3:1 0.1:1 MHI $67,931 $85,990 $79,381 $101,017 Grocery P P P P General merchandise P P Building/ Garden Materials P P Clothing & Accessories P P Food/ Drinking Places P Upcoming retail SF 36,440 9,293 480 - Neighborhood/ Community Top Leakage Categories

Prepared by Larisa Ortiz Associates (LOA) GUIDING PRINCIPLES

Prepared by Larisa Ortiz Associates (LOA) Guiding Principles Address the conditions that make Cambridge challenging as a place for small businesses to locate and thrive. 1. Drive Experience • Support experience-based retailers and food establishments • Encourage district-wide activities and events 2. Thrive Online • City-wide effort to help businesses establish their online presence (including review platforms, e.g. Yelp, Travelocity as well as omni-channel retailing) 3. Fill Gaps • Fill gaps with short-term/ pop-up uses 4. Improve Access • Allow commercial parking along side streets that mirror depth of commercial buildings (specifically Lower Mass Ave) 5. Allow Retail Flexibility (Reduce regulatory and financial barriers) • Adapt commercial land use classification to allow for flexible retail formats and business models (e.g. small batch manufacturing, wholesale and retail, art store and pottery classes) - Adapt definitions and requirements of “educational land uses” and “fast food” – Eliminate fast food order cap • Increase grants for Storefront Improvement/Small Business Enhancement Program • Provide legal support for businesses during leasehold negotiations via business associations

Prepared by Larisa Ortiz Associates (LOA) APPENDIX

Prepared by Larisa Ortiz Associates (LOA) Photo: Massachusetts Office of Travel and Tourism (via Flick Harvard Square

Prepared by Larisa Ortiz Associates (LOA) Harvard Square Total No. of Businesse s: 210 98 Walk score 98 Bike score 81 Trans it score 23,19 9 Transi t Riders Harvard Square Total Population 16,165 Population Density 20,462/ sq mile Median Household Income $65,380 Total No. of Workers 23,379 Worker to Resident Ratio 1.4:1 Harvard Square is a young and vibrant district anchored by many cultural and educational institutions. Food Services and Drinking Places 36% Health and Personal Care 20% Clothing and Clothing Accessories Stores 16% 9% 8% Harvard University American Repertory Theater Ballet Theater Harvard Art Museums The Plaza Club Passim Plaza/ Ice Skating Rink Cambridge Common Park Comedy Studio OBERON Retail / Restaurant Sports/ Entertainment Institution (Public/ Private) Cultural Open Space Anchors Hotel

Prepared by Larisa Ortiz Associates (LOA) Customers + Retail Leakage Tapestry Segmentation Source: LOA; ESRI Business Analyst Online $45,000 $90,000 Traditional Contemporary Hip/ Trendy Metro Renters Laptops + Lattes Top 3 Leakage Categories Source: LOA; ESRI Business Analyst Online General Merchandise Stores $26,360,305 Grocery Stores $38,080,168 There is an overall surplus of $40 million in Harvard Square. Customers noted a preference for independent and affordable businesses. In addition to these retail categories, they would also like to see more restaurants, entertainment venues and specialty retail. Building Materials, Garden Equipment & Supply $5,691,050 Trendsetter s Successful retailers will offer products that are contemporary, hip and trendy in the low to moderate price points. Residents Students Visitors Workers Workers Dorms to Diplomas/ Students

Prepared by Larisa Ortiz Associates (LOA) Photo: Christopher Schmidt via Flickr (CC) Photo: GoogleMap Central Square

Prepared by Larisa Ortiz Associates (LOA) Central Square Total No. of Businesse s: 119 Central Sq Total Population 24,788 Population Density 31,377/ sq mile Median Household Income $73,057 Total No. of Workers 11,277 Worker to Resident Ratio 2:1 97 Walk score 99 Bike score 72 Trans it score Food and Beverage 8% Food Services and Drinking Places 46% Health and Personal Care 13% Miscellaneous Store 8% Central Square is a popular dining, entertainment and shopping destination for local residents, workers and visitors. Retail / Restaurant Sports/ Entertainment Institution (Public/ Private) Cultural Anchors Hotel Office H Mart YMCA MIT Museum St Paul Church Thalia Night Club MIT 16,52 5 Transi t Riders

Prepared by Larisa Ortiz Associates (LOA) Customers + Retail Leakage Tapestry Segmentation Source: LOA; ESRI Business Analyst Online Top 5 Leakage Categories Source: LOA; ESRI Business Analyst Online General Merchandise Stores $70,052,895 Clothing & Accessories $32,617,674 Building Materials, Garden Equipment & Supply $17,708,692 Sporting Goods, Hobby, Book & Music $11,981,317 Health and Personal Care $10,432,469 Intercept surveys correspond with leakage data. Customers said they would like to see more independent boutiques, apparel stores, art spaces and book stores. Residents Students Visitors Workers $45,000 $90,000 Traditional Contemporary Metro Renters Trendsetter s City Strivers Laptops + Lattes Hip/ Trendy Workers Successful retailers will offer products that are moderately-priced but hip and trendy. Students

Prepared by Larisa Ortiz Associates (LOA) Photo: GoogleMap Kendall Square

Prepared by Larisa Ortiz Associates (LOA) Kendall Square Total No. of Businesse s: 65 Kendall Sq Total Population 7,018 Population Density 12,017/ sq mile Median Household Income $62,118 Total No. of Workers 36,303 Worker to Resident Ratio 5:1 88 Walk score 99 Bike score 75 Trans it score Kendall Square is a rapidly developing district with a large daytime worker population. The tech employment center is currently well- served by restaurants and drinking places. Food Services and Drinking Places 72% Fitness/ Gym 6% Retail / Restaurant Sports/ Entertainment Institution (Public/ Private) Cultural Open Space Anchors Hotel Office Microsoft Cambridge Innovation Center Broad Canal Plaza/ Ice Skating Rink Google Koch Institute Broad Institute Landmark Cinema One Kendall Square 15,43 3 Transi t Riders

Prepared by Larisa Ortiz Associates (LOA) Customers + Retail Leakage Tapestry Segmentation Source: LOA; ESRI Business Analyst Online $45,000 $90,000 Traditional Contemporary Hip/ Trendy Metro Renters Trendsetter s City Strivers Laptops + Lattes Top 4 Leakage Categories Source: LOA; ESRI Business Analyst Online General Merchandise Stores $12,631,206 Grocery Stores $19,215,854 There is an overall surplus of $164 million in Kendall Square. Intercept surveys correspond with leakage data. Customers said they would like to see more grocery stores, convenience stores, and specialty food stores. However, customers also wanted more restaurants and bars, book stores and sporting goods. Office Supplies, Stationery & Gifts $1,528,566 Furniture & Home Furnishings $2,081,962 College Town/ Students Residents Students Visitors Workers Workers Successful retailers will offer products that are more contemporary but range from low to high price points.

Prepared by Larisa Ortiz Associates (LOA) Photo: GoogleMap; Yelp Fresh Pond/ Alewife

Prepared by Larisa Ortiz Associates (LOA) Fresh Pond/ Alewife Total No. of Businesse s: 46 78 Walk score 93 Bike score 64 Trans it score Fresh Pond/ Alewife Total Population 6,495 Population Density 8,222/ sq mile Median Household Income $43,951 Total No. of Workers 5,779 Worker to Resident Ratio 1:1 Fresh Pond/ Alewife is a car- centered shopping district. It has convenience retail offerings at low prices to meet the needs of the lower income immigrant community. Furniture and Home Furnishings Stores 15% Food Services and Drinking Places 26% Miscellaneous Store 20% Retail / Restaurant Sports/ Entertainment Open Space Anchors Hotel Office Trader Joe’s Fresh Pond Mall Cultural Fresh Pond Park Danehy Fields Apple Cinemas 11,22 1 Transi t Riders

Prepared by Larisa Ortiz Associates (LOA) Customers + Retail Leakage Tapestry Segmentation Source: LOA; ESRI Business Analyst Online $45,000 $90,000 Traditional Contemporary Hip/ Trendy Top 3 Leakage Categories Source: LOA; ESRI Business Analyst Online Clothing & Accessories $6,451,875 General Merchandise Stores $6,673,769 There is an overall surplus of $50 million in Fresh Pond. Customers needs are being met in most categories but those interviewed would like to see more food and drinking places including cafes and bakeries, and food trucks for workers. Used Merchandise Stores $245,051 Residents Visitors Workers International Marketplace Trendsetter s Laptops + Lattes Workers Successful retailers will provide contemporary offerings that are in the low moderate price points.

Prepared by Larisa Ortiz Associates (LOA) Photo: LOA East Cambridge/ North Point

Prepared by Larisa Ortiz Associates (LOA) East Cambridge/ North Point Total No. of Businesse s: 55 East Cambridge Total Population 11,989 Population Density 15,176/ sq mile Median Household Income $67,931 Total No. of Workers 16,992 Worker to Resident Ratio 1 ½ :1 93 Walk score 88 Bike score 83 Trans it score East Cambridge is a culturally diverse and walkable district with regional retail offerings. 6,42 1 Trans it Rider s Food and Beverage 12% Food Services and Drinking Places 33% Health and Personal Care 33% Miscellaneous Store 10% Retail / Restaurant Sports/ Entertainment Cultural Open Space Anchors Hotel Office Multicultural Arts Center Cambridge Galleria Museum of Science IBM Innovation Center Lynch Family Skate Park North Point Park Hub Spot Cambridge Antique Market

Prepared by Larisa Ortiz Associates (LOA) Customers + Retail Leakage Tapestry Segmentation Source: LOA; ESRI Business Analyst Online $45,000 $90,000 Traditional Contemporary Hip/ Trendy Metro Renters Trendsetter s Laptops + Lattes Top 5 Leakage Categories Source: LOA; ESRI Business Analyst Online Miscellaneous Stores $5,617,830 Grocery Stores $16,759,933 There is an overall surplus of $289 million in East Cambridge. Intercept surveys suggest that customers would like to see more restaurants and bars, coffee shops and bakeries, and hobby stores. Aligned with leakage data, they would also like more fresh produce options. Office Supplies, Stationery & Gifts $2,887,486 Furniture & Home Furnishings $4,113,455 Social Security Set Sporting Goods, Hobby, Books & Music $2,120,867 Residents Visitors Workers Workers Successful retailers will offer products that are contemporary, hip and trendy in the moderate price points.

Prepared by Larisa Ortiz Associates (LOA) Photo: LOA Porter Square/ Lower Mass

Prepared by Larisa Ortiz Associates (LOA) Porter Square/ Lower Mass 94 Walk score 78 Bike score 73 Trans it score Porter Square Total Population 16,887 Population Density 21,376/ sq mile Median Household Income $85,990 Total No. of Workers 4,832 Resident to Worker Ratio 3:1 Porter Square is a wealthy and dense residential neighborhood that is easily accessible and has a variety of food and drinking places. Food Services and Drinking Places 28% Health and Personal Care 28% Sporting Goods, Hobby, Book, and Music Stores…Miscellaneous Store Retailers 10% Retail / Restaurant Sports/ Entertainment Institution (Public/ Private) Cultural Anchors Hotel Office Porter Sq Shopping Center Lunder Arts Center Lesley College Total No. of Businesse s: 39 North Cambridge Senior Center 8,85 0 Trans it Rider s

Prepared by Larisa Ortiz Associates (LOA) Customers + Retail Leakage Tapestry Segmentation Source: LOA; ESRI Business Analyst Online $45,000 $90,000 Traditional Contemporary Hip/ Trendy Metro Renters Laptops + Lattes Top 5 Leakage Categories Source: LOA; ESRI Business Analyst Online Grocery Stores $29,667,671 General Merchandise Stores $62,923,058 In addition to these retail categories, customers would like to see more local businesses. They also noted the need for stationery stores and quick, affordable dining options, including cafes and bakeries. Building Materials, Garden Equipment & Supply $17,742,646 Clothing & Clothing Accessories $28,806,712 Furniture & Home Furnishings $10,626,059 Trendsetter s Residents Students Visitors Workers Workers Students Successful retailers will offer products that are contemporary, hip and trendy in the moderate to high price points.

Prepared by Larisa Ortiz Associates (LOA) Photo: GoogleMap; Chris Devers (Flickr CC) Inman Square

Prepared by Larisa Ortiz Associates (LOA) Inman Square Total No. of Businesse s: 69 93 Walk score 88 Bike score 70 Trans it score Inman Square Total Population 21,244 Population Density 26,891/ sq mile Median Household Income $75,162 Total No. of Workers 10,291 Resident to Worker Ratio 2:1 Inman Square is a convenience- oriented shopping district serving a large residential market with moderate to high incomes. Food and Beverage 12% Food Services and Drinking Places 42% Health and Personal Care 22% Retail / Restaurant Sports/ Entertainment Institution (Public/ Private) Anchors Cambridge Hospital Spaulding Hospital Gather Here Yarn Shop Whole Foods 4,23 6 Trans it Rider s

Prepared by Larisa Ortiz Associates (LOA) Customers + Retail Leakage Tapestry Segmentation Source: LOA; ESRI Business Analyst Online $45,000 $90,000 Traditional Contemporary Hip/ Trendy Metro Renters Top 5 Leakage Categories Source: LOA; ESRI Business Analyst Online Clothing & Accessories $30,165,299 General Merchandise Stores $40,924,896 In addition to these retail categories, customers would like more affordable grocery and specialty retail stores. The hip and trendy customer base would also enjoy special events organized in the district. Health & Personal Care $16,936,504 Trendsetter s Social Security Set Residents Students Workers Laptops + Lattes Building Materials & Garden Equipment $16,910,014 Food Services & Drinking Places $13,460,880 Workers Successful retailers will offer a range of traditional to trendy products that are in the low to moderate price points.

Prepared by Larisa Ortiz Associates (LOA) Photo: LOA North/ Upper Massachusetts

Prepared by Larisa Ortiz Associates (LOA) North/ Upper Mass Total No. of Businesse s: 52 91 Walk score 83 Bike score 70 Trans it score North/ Upper Massachusetts Total Population 13,235 Population Density 16,753/ sq mile Median Household Income $79,381 Total No. of Workers 4,612 Resident to Worker Ratio 3:1 North/ Upper Mass is a fast-developing residential neighborhood with a moderate to high income customer base. No distinct anchors in the district Furniture and Home Furnishings Stores 10% Food and Beverage 15% Food Services and Drinking Places 27% Health and Personal Care 23% 8% Homewood Suites by Hilton

Prepared by Larisa Ortiz Associates (LOA) Customers + Retail Leakage Tapestry Segmentation Source: LOA; ESRI Business Analyst Online $45,000 $90,000 Traditional Contemporary Hip/ Trendy Top 6 Leakage Categories Source: LOA; ESRI Business Analyst Online Grocery Stores $44,244,849 General Merchandise Stores $41,600,267 North/ Upper Mass still has the opportunity to build its offerings in categories such as grocery stores, building materials & garden equipment, and hobby stores in the moderate to high price range. Laptops + Lattes Trendsetter s International Marketplace Clothing & Accessories $21,559,812 Health & Personal Care $11,690,685 Sporting Goods, Hobby, Book & Music $10,938,859 Metro Renters Building Materials & Garden Equipment $11,232,585 Residents Students Visitors Workers Workers

Prepared by Larisa Ortiz Associates (LOA) Photo: LOA Huron Village/ Observatory Hill

Prepared by Larisa Ortiz Associates (LOA) Huron Village/ Observatory Hill Total No. of Businesse s: 33 80 Walk score 93 Bike score 64 Trans it score Huron Village/ Observatory Hill Total Population 12,528 Population Density 15,858/ sq mile Median Household Income $101,017 Total No. of Workers 1,329 Resident to Worker Ratio 10:1 Huron Village is a very wealthy, residential neighborhood with a home furniture retail niche. Furniture and Home Furnishings Stores 18% Food and Beverage 12% Food Services and Drinking Places 18% Health and Personal Care 15% Miscellaneous Store 21% Cambridge Library Hi Rise Bread Co. Formaggio Kitchen Center for Astrophysics Huron Ave Retail / Restaurant Institution (Public/ Private) Anchors Office Cultural Botanic Gardens

Prepared by Larisa Ortiz Associates (LOA) Customers + Retail Leakage Tapestry Segmentation Source: LOA; ESRI Business Analyst Online $45,000 $90,000 Traditional Contemporary Hip/ Trendy Metro Renters Top 6 Leakage Categories Source: LOA; ESRI Business Analyst Online Grocery Stores $63,019,321 General Merchandise Stores $49,783,019 Huron Village has the highest leakage of $358 million in the city of Cambridge. However, there are no available retail spaces for lease in the area. Laptops + Lattes Trendsetter s City Strivers Residents Students Workers Food Services & Drinking Places $30,249,155 Clothing & Accessories $25,070,664 Health & Personal Care $20,361,674 Building Materials & Garden Equipment $15,352,501 Workers Students Successful retailers will provide contemporary and trendy offerings that are moderately priced.