DOWNTOWN CEDAR FALLS, IOWA 2016 TOP PROSPECTS SURVEY RESULTS

DOWNTOWN CEDAR FALLS, IOWA 2016 TOP PROSPECTS SURVEY RESULTS Community Main Street 206 Main Street, Suite B, Cedar Falls, Iowa 319-277-0213

Downtown Cedar Falls Cedar Falls, Iowa 2016 Top Prospects Survey Summary Results Q.1: What is the name of your favorite business currently located in Downtown Cedar Falls? Cup of Joe 91 15.5% Scratch 43 7.3% SingleSpeed 35 6.0% Whiskey Road 27 4.6% Montage 25 4.3% Vintage Iron 22 3.8% Soho 19 3.2% Pablo's 17 2.9% Miss Wonderful 15 2.6% Basket of Daisies 14 2.4% Peek a Boo Baby 14 2.4% Fig & Frolic 13 2.2% Tony's Pizzeria 13 2.2% Little Prairie Girl 12 2.0% Twirl 11 1.9% Kitchen Essentials 10 1.7% Toad's 10 1.7% Luna 9 1.5% Pump Haus 9 1.5% Runner's Flat 8 1.4% Stuffed Olive 8 1.4% World's Window 8 1.4% Bike Tech 7 1.2% LBL 6 1.0% Stam 6 1.0% Uncle Harry's 6 1.0% Multiple Entries 26 4.4% Other 100 17.1% Uncategorized/Null 2 0.3% TOTAL 586 100.0% Downtown Cedar Falls 2016 Top Prospects Survey Summary Page 1

Q.2: What is the name of the business currently located in Downtown Cedar Falls that you visit most frequently? Cup of Joe 95 16.4% Scratch 50 8.6% Whiskey Road 38 6.5% SingleSpeed 36 6.2% Pablo's 32 5.5% Soho 23 4.0% Tony's Pizzeria 18 3.1% Montage 17 2.9% Pump Haus 17 2.9% Toad's 17 2.9% Los Cabos 14 2.4% Vintage Iron 10 1.7% Basket of Daisies 9 1.5% Jiva Salon Spa 9 1.5% Blue Room 8 1.4% Harry's 7 1.2% Here's What's Poppin 7 1.2% Luna 7 1.2% Sassy Chic 7 1.2% World's Window 7 1.2% Little Prairie Girl 6 1.0% Peek a Boo Baby 6 1.0% Runner's Flat 6 1.0% Stuffed Olive 6 1.0% Twirl 6 1.0% Multiple Entries 20 3.4% Other 100 17.2% Uncategorized/Null 3 0.5% TOTAL 581 100.0% Downtown Cedar Falls 2016 Top Prospects Survey Summary Page 2

Q.3: Which of the following types of new or expanded businesses in Downtown Cedar Falls would you be most likely to frequent? Book Store Product/Service offerings could include new books; used books; gift items and souvenirs; a lounge area with refreshments; book signing events; book readings; children s programming; book club; adult beverage options; local art for sale or display; DIY books & programming. Distillery Product/Service offerings could include a variety of liquor options; tours; lessons/educational classes; live music; food menu options; tasting room; other beverage offerings (e.g. wine, mixed drinks); retail/wholesale of distiller supplies. Grocery & Specialty Foods Product and service offerings could include a variety of healthy/organic food choices; a food co-op structure; locally grown/sourced food and produce; artesian products such as breads, fruit, meats and cheeses; a full service bakery; wine and spirits; a floral department offering fresh flowers; grocery online ordering/delivery/pick up options; prepared foods (e.g. rotisserie chicken); deli selections. Micro-brewery Product and service offerings could include on site brewing; tours; brewing lessons and/or educational classes; live music; food menu; a variety of micro brews, including local options; other beverage offerings (e.g. wine, mixed drinks); retail/wholesale of brewing supplies; tasting room. Office Space Offerings could include co-working space with other businesses, open floor plan, reception area with private offices, street level, upper story, gigabit service, break room, secure bicycle parking. Restaurant Product and service offerings could include a wide array of breakfast options including full service and grab & go items; fast casual style dining; specialty/ethnic food choices; cafeteria style service; tabletop cooking; fine dining; a sports themed atmosphere; food delivery service; outdoor dining area; menu options for special diet considerations (e.g. gluten-free, vegan, etc.); yogurt (possibly frozen); juice/smoothie bar. Other Q.3: Which of the following types of new or expanded businesses in Downtown Cedar Falls would you be most likely to frequent? Book Store [TAB 3-A] 148 24.2% Distillery [TAB 3-B] 72 11.8% Grocery & Specialty Foods [TAB 3-C] 216 35.3% Micro-brewery [TAB 3-D] 36 5.9% Office Space [TAB 3-E] 5 0.8% Restaurant [TAB 3-F] 75 12.3% Other (please specify) [ATT-1] 60 9.8% TOTAL 547 100.0% Downtown Cedar Falls 2016 Top Prospects Survey Summary Page 3

3-A: Which of the following Book Store product lines, services or features are most important or appealing to you? Select up to three (3) New books 80 54.4% Used books 75 51.0% Lounge 45 30.6% Children s programming 32 21.8% Book signings 31 21.1% Local art 31 21.1% Book clubs 29 19.7% Gift items 22 15.0% Refreshments 22 15.0% Adult beverage options 18 12.2% Book readings 17 11.6% DIY books and programming 12 8.2% Souvenirs 7 4.8% Other (please specify) * 3 2.0% 147 Answered Question Other Responses: Books by local/iowa authors; Café; New books. 3-B: Which of the following Distillery product lines, services or features are most important or appealing to you? Select up to three (3) Tasting room 45 66.2% Live music 43 63.2% Restaurant included 34 50.0% Tours 24 35.3% Liquor options 23 33.8% Distiller lessons/education 12 17.6% Other beverage options 7 10.3% Other (please specify) * 1 1.5% Distiller supplies 0 0.0% 68 Answered Question Other Response: Or arcade bar. Downtown Cedar Falls 2016 Top Prospects Survey Summary Page 4

3-C: Which of the following Grocery & Specialty Foods product lines, services or features are most important or appealing to you? Select up to three (3) Locally sourced food and produce 127 59.1% Artesian food shop (breads, fruit, meat, cheeses) 116 54.0% Bakery 97 45.1% Co-op 84 39.1% Health market 63 29.3% Prepared foods (ex: rotisserie chicken) 37 17.2% Deli 32 14.9% Wine and spirits 25 11.6% Floral 12 5.6% Other (please specify) * 12 5.6% Delivery/Pick up options 9 4.2% 215 Answered Question Other Responses: A bodega type shop or fresh produce would be awesome; All of the above, local and bread and prepared and etc; Cereal; deli, locally sourced food and produce, health market, artesian foods; Distillery. "wine and spirits" could easily devolve into that massacre that is the "convenience store" across from Pablos.; High-quality spices (Penzey's please!) :); Options for gluten free/food allergy options; Organic; Organic/Local; Sit down breakfast area with delicious food and coffee; Specialty Retail; Tea. 3-D: Which of the following Micro-brewery product lines, services or features are most important or appealing to you? Select up to three (3) Restaurant included 21 60.0% Live music 17 48.6% On-site brewing 17 48.6% Variety/collaborative beers 16 45.7% Tasting room 15 42.9% Tours 6 17.1% Other beverage options (non-beer) 4 11.4% Brewing lessons/education 3 8.6% Brewer supplies 0 0.0% Other (please specify) 0 0.0% 35 Answered Question Downtown Cedar Falls 2016 Top Prospects Survey Summary Page 5

3-E: Which of the following Office Space product lines, services or features are most important or appealing to you? Select up to three (3) Meeting room 2 66.7% Collaborative work space 1 33.3% Co-working space with other businesses 1 33.3% Gigabit service 1 33.3% Reception area 1 33.3% Street level 1 33.3% Break room 0 0.0% Open floor plan 0 0.0% Other (please specify) 0 0.0% Private offices 0 0.0% Secure bicycle parking 0 0.0% Shower facilities 0 0.0% Upper story 0 0.0% 3 Answered Question 3-F: Which of the following Restaurant product lines, services or features are most important or appealing to you? Select up to three (3) Outdoor dining 31 44.3% Fine dining 21 30.0% Full service breakfast 21 30.0% Sports Bar and Grill 20 28.6% Specialty/Ethnic dining 17 24.3% Fast casual 15 21.4% Fresh foods 13 18.6% Juice/Smoothie 10 14.3% Other (please specify) * 9 12.9% Special diet consideration options (ex: gluten free) 9 12.9% Grab-and-go breakfast 8 11.4% Table top cooking 5 7.1% Cafeteria style 4 5.7% Delivery 4 5.7% Yogurt 4 5.7% 70 Answered Question Other Responses: Buffet; chik fi-la; drive through coffee; Home cooking. Home made pies and pastry; Ice Cream/Frozen Yogurt Bar; Kid friendly, bagells; Pizza... Mellow Mushroom ;); Sunday brunch; Vegan options!. Downtown Cedar Falls 2016 Top Prospects Survey Summary Page 6

4: How likely would you be to frequent and do business with the following types of new or expanded businesses in Downtown Cedar Falls? Response Rating Avg.* Restaurant 4.19 Grocery & Specialty Foods 4.04 Book Store 3.85 Micro-brewery 3.57 Distillery 3.46 Office Space 1.90 Weighted rating scale from 1 (Definitely Would Not) to 5 (Definitely Would); See TAB-4 for Detail TAB-4. How likely would you be to frequent and do business with the following types of new or expanded businesses in Downtown Cedar Falls? Business Type Count >> Rating* 1 2 3 4 5 Rating Average** Restaurant 2 11 99 240 236 4.19 Grocery & Specialty Foods 16 36 120 153 263 4.04 Book Store 24 75 105 143 241 3.85 Micro-brewery 62 57 114 193 162 3.57 Distillery 62 76 125 178 147 3.46 Office Space 243 191 131 18 5 1.90 ** Response Weighted Rating Scale >> Converted Definitely would not 1 Probably would not 2 Might or might not 3 Probably would 4 Definitely would 5 Downtown Cedar Falls 2016 Top Prospects Survey Summary Page 7

Survey Demographics* * See Page 9 for breakdown by business type selected in Q3 Q.5: What is your gender? Female 456 78.2% Male 127 21.8% TOTAL 583 100.0% Q.6: Which category below includes your age? 19 or younger 9 1.5% 20 to 24 66 11.3% 25 to 34 201 34.5% 35 to 44 127 21.8% 45 to 54 100 17.2% 55 to 64 54 9.3% 65 to 74 24 4.1% 75 or older 2 0.3% TOTAL 583 100.0% Q.7: Which category below includes your estimated total gross annual household income? (For all earners in the household, before taxes and deductions) Less than $15,000 32 5.5% $15,000 to $24,999 27 4.6% $25,000 to $34,999 23 3.9% $35,000 to $49,999 57 9.8% $50,000 to $74,999 110 18.9% $75,000 to $99,999 95 16.3% $100,000 to $149,999 153 26.2% $150,000 to $199,999 50 8.6% $200,000 and greater 36 6.2% TOTAL 583 100.0% Downtown Cedar Falls 2016 Top Prospects Survey Summary Page 8

ATT-3: Survey Demographics Breakdown by Business Type Selected in Q3 Business Type Column Sample Book Store A 148 Distillery B 72 Grocery & Specialty Foods C 216 Micro-brewery D 36 Office Space E 5 Restaurant F 75 Q.5: What is your gender? Response Overall A B C D E F Female 78.2% 81.1% 64.7% 82.6% 70.6% 50.0% 75.0% Male 21.8% 18.9% 35.3% 17.5% 29.4% 50.0% 25.0% TOTAL 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Q.6: Which category below includes your age? Response Overall A B C D E F 19 or younger 1.5% 4.9% 0.0% 0.0% 0.0% 0.0% 1.5% 20 to 24 11.3% 13.3% 11.8% 8.0% 29.4% 0.0% 11.8% 25 to 34 34.5% 28.7% 61.8% 27.8% 32.4% 50.0% 36.8% 35 to 44 21.8% 23.8% 8.8% 28.3% 8.8% 0.0% 19.1% 45 to 54 17.2% 16.1% 13.2% 22.2% 17.7% 50.0% 10.3% 55 to 64 9.3% 9.8% 2.9% 9.0% 11.8% 0.0% 14.7% 65 to 74 4.1% 3.5% 1.5% 4.7% 0.0% 0.0% 2.9% 75 or older 0.3% 0.0% 0.0% 0.0% 0.0% 0.0% 2.9% TOTAL 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Q.7: Which category below includes your estimated total gross annual household income? (For all earners in the household, before taxes and deductions) Response Overall A B C D E F Less than $15,000 5.5% 9.8% 4.4% 2.8% 11.8% 0.0% 4.4% $15,000 to $24,999 4.6% 6.3% 2.9% 3.3% 11.8% 0.0% 4.4% $25,000 to $34,999 3.9% 4.2% 2.9% 3.8% 2.9% 0.0% 5.9% $35,000 to $49,999 9.8% 15.4% 17.7% 7.1% 5.9% 0.0% 4.4% $50,000 to $74,999 18.9% 20.3% 17.7% 22.6% 8.8% 0.0% 4.4% $75,000 to $99,999 16.3% 10.5% 19.1% 17.5% 20.6% 0.0% 20.6% $100,000 to $149,999 26.2% 21.7% 23.5% 27.4% 26.5% 100.0% 30.9% $150,000 to $199,999 8.6% 7.7% 7.4% 8.5% 8.8% 0.0% 13.2% $200,000 and greater 6.2% 4.2% 4.4% 7.1% 2.9% 9.4% 11.8% TOTAL 100.0% 100.0% 100.0% 100.0% 100.0% 0.0% 100.0% Downtown Cedar Falls 2016 Top Prospects Survey Summary Page 9

ATT-1 Q.3: Which of the following types of new or expanded businesses in Downtown Cedar Falls would you be most likely to frequent? Verbatim Listing of Other Responses Other Responses Detail A bakery: fresh breads, muffins, scones, cookies, macaroons 1 Affordable cooking and craft classes 1 An arcade bar! Des Moines and Iowa City have one, and they've done very well! With Cedar Falls being a college town, I think an 1 arcade bar would do well here, too! Another affordable boutique would be great. 1 Art Galleries and Studios 1 Bakery 4 Barber shop 1 Book store 1 childrens clothing 1 Cigar Shop 1 Conscious movement/dance/yoga/meditation studio 1 Craft consignment 1 Dog store 1 Fresh bakery with cafe and brunch 1 General store 1 Grocery store as above but with a small hardware selection. 1 Hardware store or furniture store or Chinese Restaraunt 1 Hipster Flower Shop 1 Ice cream parlor 2 Ice crean 1 Jamba Juice 1 Live music (local & regional, various genres) 1 Live music club 1 Live Music Venue, Coffee Shop, Sidecar Coffee Shop, Pizza Restaurant 1 Live music venue-various genres with a bar. 1 Local craft vendors 1 Mom hangout/cafe or bookstore with childrens play area 1 Motorcycle & accessories shop 1 Motorcycle shop 1 Music store/book store...more urban oriented clothing options 1 office supply store 1 Organic foodie restaurant. Lots of vegetables one menu. Wine and beer too 1 Organic, free range, grass food 1 Other retail stores not another bar 1 Parking 1 Parking ramp 1 PARKING RAMP 1 Pet store 1 Count Downtown Cedar Falls 2016 Top Prospects Survey Summary ATT-1 1

ATT-1 Q.3: Which of the following types of new or expanded businesses in Downtown Cedar Falls would you be most likely to frequent? Verbatim Listing of Other Responses Other Responses Detail Pet store with adoptable animals from shelters, and pet stuff 1 Pet store with pets up for adoption 1 Pharmacy 1 Plus size clothing 1 Record/ music store 1 Restaurant/distillery with live outdoor music. Ex. 30 Hop in Coralville 1 Rileys- like the one in CR 1 Sea Food Restaurant, upscale consignment, antiques, winery 1 Shoes store 1 Spa/make up/lash extensions 1 Sporting Goods or more recreational type business such as powers ports store and apparel around water sports, motorcycles, or 1 outdoors sports such as hunting. Toy store! 1 Toys and games. Bigger kids 1 Traditional bakery - donuts, breads, cakes, etc. 1 Vegan restaurant or bakery 1 Vegetarian restaurant 1 Womens Plus Size Apparel 1 x 1 Count Grand Total 60 Downtown Cedar Falls 2016 Top Prospects Survey Summary ATT-1 2