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The Haymarket Precinct Intercept Study

Prepared for:The City of Sydney

May 2015

The Haymarket Precinct Intercept Study May 2015

Table of Contents

1. Introduction.............................................................................................................................4

2. Key Messages...........................................................................................................................5

3. Methodology............................................................................................................................7

4. Description of Haymarket.........................................................................................................9

5. Precinct Visitor Demographics................................................................................................10

5.1 Age and Gender Profile........................................................................................................... 105.2 Household Income...................................................................................................................125.3 Household Structure...............................................................................................................135.4 People Living within Household..............................................................................................145.5 Occupation.............................................................................................................................. 155.6 Incidence of Working in Haymarket........................................................................................16

6. The Haymarket Visit..............................................................................................................17

6.1 Place of Residence...................................................................................................................176.2 Mode of Transport Used......................................................................................................... 186.3 Where Visitors Travelled From...............................................................................................196.4 Frequency of Visitation............................................................................................................206.5 Reasons for Infrequent Visitation of Haymarket....................................................................215.6 General Purpose of Visit.........................................................................................................226.7 Specific Reason for Visiting.....................................................................................................236.8 Shops and Services used..........................................................................................................246.9 Crossover between Shops and Services...................................................................................27

7. Perceptions of Haymarket and Suggested Improvements......................................................29

7.1 Descriptions of Haymarket - Daytime......................................................................................297.2 Descriptions of Haymarket – Evening......................................................................................307.3 Suggestions to Improve Haymarket.........................................................................................317.4 Other Shops and Services Needed...........................................................................................337.5 Adequacy of Public Transport..................................................................................................35

8. Other Shopping Precincts.......................................................................................................36

8.1 Other Shopping Precincts that Visitors Shop at.......................................................................368.2 Other Areas for Products and Services Available in Haymarket..............................................37

2


9. Haymarket Eateries and Friday Night Markets.......................................................................38

9.1 Frequency of Eating in Haymarket...........................................................................................389.2 Awareness and Attendance of the Chinatown Night Markets.................................................399.3 Amount Spent at Night Market...............................................................................................419.4 Frequency of Attending the Chinatown Night Markets...........................................................429.5 Behaviour When Visiting the Chinatown Night Markets.........................................................43

3


1. Introduction

Haymarket is a suburb located in the inner city of Sydney, at the Southern end of the Sydney CBD. Chinatown (Dixon Street) is at the heart of Haymarket with the majority of shops and restaurants located in or around Chinatown. Paddy’s Market and Market City shopping centre are located opposite Chinatown and are commonly frequented by those visiting Haymarket.

The City of Sydney was seeking to obtain a better understanding of the precinct and the people who use the area in order to help guide both the City of Sydney and Haymarket businesses in their strategic decision making.

This information needs were based around understanding people who use the area and the businesses that service them more effectively. This entailed examining the people visiting, shopping or using the Haymarket precinct via a Customer Intercept Survey which was undertaken by Woolcott Research.

This report details the finding of the Customer Intercept Survey that was conducted between the Wednesday 4th of March and Saturday the 21st of March 2015.

This report provides a profile for customers visiting Haymarket including;

Demographic profiles of Haymarket users; Shopping patterns including stores visited / likely to visit and frequency of visitation to

Haymarket;Perceptions of the precinct;

Suggestions for overall precinct improvement; Use of competitive shopping areas/strips; and Awareness and usage of the Chinatown Night Markets.

4


2. Key Messages

The respondent base surveyed in Haymarket was fairly mixed and diverse. However, there was a relatively young demographic present, particularly on Friday evenings (45% daytime, 55% of Friday evening). This younger respondent base was also reflected in the large proportion currently living at home or in a shared households (44%). However, household make up tended to be quite diverse on the whole, with close to half living in a one or a two person household (46%), and with over a third living in a household with more than four people (39%). The proximity to local universities ensured there was high representation of students (29%), while 25% were professionally employed (29% on Friday evenings).

Overall the results suggested that Haymarket is attracting a range of visitors from outside the area as only a small proportion lived locally (6-8%). There was a strong presence of respondents from overseas present in Haymarket (22% daytime) and this was also reflected in the same proportion who were using paid accommodation (22%). The majority of respondents were also classified as ‘light users’ or ‘first time’ visitors to the area.

In terms of attractions, the food options were a clear driver of attendance to the Haymarket precinct, particularly during the evenings (35%). This was aided by the popular Chinatown Night Markets on Friday evening that provided a wide array of food. Paddy’s Market within Haymarket was also a major drawcard to the area, with close to half of all respondents indicating they had or would visit it (48% on Saturdays).

Overall, the perceptions of Haymarket were generally positive with the area being described as ‘lively, interesting, cultural and Asian’. However, some aspects that may be interpreted as negatives did emerge at a lower level, with daytime respondents sometimes finding the area ‘crowded’ and ‘dirty’.

In terms of potential improvements, the most common suggestions (when prompted) were for the area to be cleaned up (17%) as well as to improve local infrastructure (17% daytime, 24% evening). There were also no consistent calls for a specific type of shop or service to be made available in the area, suggesting that the current mix was seen as satisfactory by most.

While most respondents indicated that they had used a range of other shopping districts (most commonly the City Centre and Paddy’s Markets), there was no clear ‘alternative’ identified in terms of a location to find what was available in Haymarket – so the area is seen as unique in that sense.

5


A large proportion of respondents indicated they had or intended to visit the Chinatown Night Markets (71% amongst Friday night respondents), while over half of day time respondents who were aware of them had been to them (62%). However, attendance does not appear to be regular, with 70% indicating they attend the market less than once a month, suggesting that the markets are attracting a regular flow of new and infrequent visitors to the area. Importantly, around half of those attending the markets also indicated attendance of nearby shops and restaurants (58% daytime and 46% of the evening respondents who attended the markets).

6


3. Methodology

The Haymarket Customer Intercepts were conducted over a three week period between the 4 th of March and the 21st of March 2015. A total of n=413 daytime intercept interviews were conducted, while a further n=218 evening interviews were carried out during the Chinatown Night Markets.

Interviewing was carried out in five locations across the Haymarket Precinct during the daytime and three locations during the evening. Loose targets were established for each location and were implemented to ensure a representative sample of visitors across all days and times. The locations are listed below:

1. Hay Streets and Dixon Street

2. Harbour Street and Little Hay Street

3. Goulburn Street and Dixon Street

4. Hay Street and George Street (Daytime Only)

5. Market City Entrance (Daytime Only)

Daytime interviews were conducted on Wednesdays and Saturdays during the interview period and occurred in shifts between 11am-2pm and 3pm-6pm. Evening survey were planned to coincide with the Chinatown Night Markets held every Friday along Dixon St and these interviews took place between 5pm and 9pm.

The interviewing period was designed to not coincide with school or public holidays. Furthermore interviews were held off til after the end of February as to ensure that the Chinese New Year Festival did not impact the survey results and that we were observing typical trading conditions.

The number of interviews planned for and collected from each interviewing location, are detailed in the table overleaf:

7


Table 1: Daytime Interview Quotas

Table 2: Evening Interview Quotas

8


4. Description of Haymarket

Haymarket is a small suburb located close to the Sydney City Centre. It is close to many of Sydney’s attractions such as the Paddy’s Markets, Darling Harbour and the Darling Harbour Entertainment precinct.

Haymarket is home to Chinatown the prominent Chinese community in Sydney and is renowned for its range of Chinese and Asian restaurants and stores.

Each Friday night the Chinatown Night Markets are hosted along the Dixon St Mall of Haymarket and is attended by people from all over Sydney.

Figure 2 - Location of Haymarket and Interviewing Locations

SOURCE: MAPS.GOOGLE.COM.AU - 2015

9


5. Precinct Visitor Demographics

5.1 Age and Gender Profile

The survey respondents were almost evenly split by gender (52% male and 48% female). However, given a female skew is typical for research of this nature (as they are typically more willing to participate), this outcome is of interest.

The age profile tended to have a younger skew, with a relatively large proportion of respondents aged under 30 (45% daytime, 55% evening). This result is quite significant when compared to the population of under 30 year olds in Greater Sydney (27%).

Respondents over the age of 50 typically only made up around a third of the people that were surveyed in Haymarket (31%).

Figure 1: Age and Gender Profile

Male Female

5248

5248

5248

51 49

Under 20 20-29 30-39 40-49 50-59 60-69 70+

17

28

12 12 13 14

4

18

35

1215

5

96

16

25

1210

16 16

3

15

40

15

9

14

52

Total (Daytime) Wednesday

Saturday Evening

Q1. Into which of these age groups do you fall into?Qx. RECORD GENDERBase: All respondents: Daytime (n=413), Evening (n=218)

10


There was a significant difference in the Haymarket respondent profile between daytime and Friday evening, with a large increase in 20-29 year olds present during the evenings (40%). There was a more subtle difference during by day of the week, with respondents on Wednesdays tending to have a slightly younger profile, while those from Saturday interviewing were more likely to have a slightly older profile.

11


5.2 Household Income

Respondents were asked to indicate which of the broad income categories best fit their household income before tax. Interestingly, the majority of those surveyed either ‘Didn’t know’ (31%) or ‘Refused’ (39%) to discuss their income.

Out of those who did nominate an age bracket, more than a quarter reported a household income of over $130,000, 33% claimed an income of between $52,000 and $129,999 and 27% an income of less than $52,000.

Figure 2: Household Income

Less than $20,800

$20,800-$51,599

$52,000-$77,999

$78,000-$129,999

$130,000-$181,999

$182,000 or more

Don’t know Refused

26

37 6 6

31

39

2

7

2

710

6

37

29

25

37

46

29

44

37

5

1310

8

2529

Total (Daytime)

Wednesday

Saturday

Evening

Qix. Which of these broad income categories best fits your household income before Tax?Base: All respondents: Daytime (n=413), Evening (n=218)

12


5.3 Household Structure

When respondents were asked to describe their household structure, there was a fairly even split between; ‘Living at home with parents’ (22%) and ‘Living out of home with others’ (20%). This seemingly reflected the relatively young profile of respondents already detailed.

The incidence of couples was also high, with 22% of the sample claiming to live as a ‘Couple with no children’ and 17% being a ‘Couple with children’.

There were a slightly greater proportion of people living out of home with others who visited Haymarket on Wednesday compared to the visitors.

Figure 3: Household Structure

Living a

t home

with pare

nts

Couple -

No child

ren

Living o

ut of h

ome

with other

s

(e.g.

share

house) Couple -

Children

Lone p

erso

n

household

Single

parent

with

child

ren

Multigener

ational

Other

22 2220

1714

3 3

2421

24

10

15

2 2 1

21 22

1820

13

3 4

18

22

18 1714

4 52

Total (Daytime)

Wednesday

Saturday

Evening

viii. Which of the following best describe the structure of the household you live in?Base: All respondents: Daytime (n=413), Evening (n=218)

13


5.4 People Living within Household

In keeping with the previous results, it emerged that the majority of respondents did not have children living at home, with only 16% of visitors claiming to have children under 15 years of age. This was much higher for older children with 39% reporting having 15-24 year olds in their household.

Nearly a third of all respondents reported to be living in a household with two people (31%). 21% of respondents lived with three people, 18% lived with five or more, and 16% of visitors lived with three people.

Again, this reflects the relatively young profile of respondents with a relatively high propensity to live in shared households.

Children Under 15 15 to 24 years

16

39

17

34

16

42

16

41

Households with children

Total (Afternoon) Wednesday Saturday Evening

15

31

16

21

18

People per household

1 2 3 4 5 or more

viii. How many adults and children in each of the following age groups, live in your household, including yourself?Base: All respondents: Daytime (n=413), Evening (n=218)

14

Figure 4: People living within the household


5.5 Occupation

The close proximity of Haymarket to local universities and CBD office precincts is reflected by the proportion of respondents who reported that they were Students (29%) and Professionals (25%). Retired and superannuated visitors also made up a substantial proportion of the visitor makeup to Haymarket (14%).

The proportion of professionals visiting Haymarket can be considered higher than the Greater Sydney population, where of the workforce, 24% are Professional (Note however, this is based on employed persons, and therefore excludes unemployed, retired and students etc.). Similarly, within the City of Sydney workforce, 39% are professionals.

Respondents who were in a Professional occupation increased on Friday evenings (29%), while there was a significant decrease in the proportion of retirees present on Friday evenings (4%).

Figure 5: Occupation

Other

Retired / Superannuated

Unemployed

Home duties

Technician / Trade worker

Admin

Retail / Customer Service

Restaurant /bar / cafe

Manager

Professsional

Student

10

14

4

2

3

3

3

2

6

25

29

viii. How many adults and children in each of the following age groups, live in your household, including yourself? Base: All respondents: Daytime (n=413), Evening (n=218)

15


5.6 Incidence of Working in Haymarket

Less than one in five respondents (16%) indicated that they worked in the Haymarket area during the day, with this proportion being even lower on Friday evenings (13%). Of those who worked in Haymarket the majority worked in office jobs (48%), with this being more prominent amongst evening respondents (77%).

There were considerably smaller proportions working in restaurants (21% daytime, 15% evening), and retail (10%).

Daytime Evening

15 13

Office Restaurant / Bar / Café Retail School / University Construction Other

48

21

103 3

14

77

158

Daytime Evening

Qiv. Do you work in the Haymarket area?Qv. What type of workplace do you work in?Base: All respondents who answered: the question Daytime (n=211), Evening (n=137)

16

Figure 6: Incidence of working in Haymarket


6. The Haymarket Visit

6.1 Place of Residence

Respondents were asked to reveal their residential postcode, and from this it is apparent that the majority of respondents lived outside of the Haymarket and Inner City area.

Respondents from outside of Haymarket most often came from the Inner Sydney region (12%) or the Western Suburbs / Canterbury region (12%). A small proportion of respondents also visited from the nearby Eastern Suburbs (5%).

There was also a strong presence of respondents from outside of Sydney within the Haymarket sample, with a fifth from other parts of NSW (20%), and close to three in ten respondents being from interstate (6%) or overseas (22%).

Respondents from Greater Sydney were more likely to visit on Wednesdays or Friday evenings than Saturdays, with those from outside of Sydney more likely to be evident on Saturdays.

Haymarke

t / CBD

Ultimo

Pyrmont

Chippendale

Darlinghurst

Greater S

ydney

Other NSW

Interstate

Overseas

61

4 3 1

37

20

6

22

52

74

1

48

95

21

62 2 2

33

25

782 1

51

129

16

Total (Daytime)

Wednesday

Saturday

Evening

Qi. What is your residential postcode?Base: All respondents: Daytime (n=413), Evening (n=218)

17

Figure 7: Place of residence


18


6.2 Mode of Transport Used

A high proportion of respondents indicated that they walked to where they were interviewed in Haymarket (46%). However, it should be noted that we were only capturing one mode of transport, so respondents were likely to have indicated the last mode they used. As such, the proportion that actually used Public Transport (which is prominent in this area) is probably under represented.

There was also a small proportion of respondents that travelled to Haymarket via car (6%) and other forms of transport such as by taxi (6%).

The 15-19 year old respondents were the most likely to have indicated that they travelled to Haymarket via Train (47%, compared to 28% for all respondents).

Walked Train Bus Car - Driver Car - Passenger Other

46

28

14

51

6

58

21

14

25

41

31

13

62

7

52

24

107

25

Total (Daytime)

Wednesday

Saturday

Evening

Q4. How did you travel to Haymarket today?Base: All respondents: Daytime (n=413), Evening (n=218)

19

Figure 8: Mode of transport used


6.3 Where Visitors Travelled From

Not surprisingly, the weekday respondents (25%) were more likely than those on the weekend (8%) to be attending from work. Similarly, around a quarter of those who visited on Friday evenings attended after work (26%). This trend was also apparent amongst those coming from nearby universities, while respondents visiting from home were most prominent on Saturdays (55%).

Around one in five respondents were also in Haymarket from their paid accommodation (22%), and this was fairly consistent across all days surveyed.

A higher proportion of 15-19 year old respondents had travelled to Haymarket during the day from home (61%, compared to 48% of all respondents).

Figure 9: Where visitors travelled from

Home Paid accomodation

Work University Friends/Family High School Other

48

22

13

6 63 2

32

17

25

15

27

2

55

24

82

8

1 2

36

2126

10

2 2 3

Total (Daytime)

Wednesday

Saturday

Evening

Q2. Have you come from home, work or somewhere else?Base: All respondents: Daytime (n=413), Evening (n=218)

20


6.4 Frequency of Visitation

Respondents were asked how often they normally visit Haymarket, with close to half being defined as ‘light users’ (48%), with this proportion slightly lower on Friday evenings (43%). Furthermore there was a reasonable proportion of ‘first time’ visitors (16%) which is consistent with the interstate and overseas representation of respondents already depicted. Overall then, it can be seen that these results align with the fact that the vast majority of respondents were from outside the local area.

‘Heavy’ users were more prominent on Wednesdays (31%) than at other times during the week. Conversely, ‘light users’ (55%) and ‘first time visitors’ (18%) were more prominent on the weekend.

21


2-3 times

a day

Daily

2-3 times

a wee

k

About once

a wee

k

About once

a fortn

ight

About once

a month

About once

in 2 month

s

About once

in 6 month

s

Less

Freq

uently

This

is th

e first

time

1

16 1517

812

9

46

13

2

12

6

12

7

14

8 7

1418

8 8

13

711 10 11

16 16

5 5

11

6

11 1014

2018

Total (Daytime) Wednesday Saturday Evening

Q11. About how often do you normally visit Haymarket?Base: All respondents: Daytime (n=413), Evening (n=218)

22

Figure 10: Frequency of Visitation Summary

Heavy user Medium user Light user


6.5 Reasons for Infrequent Visitation of Haymarket

The large proportion of ‘light’ users in the sample resulted in quite a number of respondents who had only visited the Haymarket precinct infrequently (once a month or less). When asked their reasons for this infrequent visitation, the biggest barrier to emerge was that they did not live in Sydney or locally (70%) – and the relatively high proportion of interstate and international visitors would certainly contribute to this outcome.

Other main reasons stated were, ‘I can find everything I need somewhere else / closer to home’ (18%) and that Haymarket is inconvenient (10%).

Don't live

in Sy

dney / L

...

Inconvenien

t

I can find ev

erything I

need so

me...

Parking p

roblems

Too busy

Range

of shops

Other

No reaso

n

70

1018

2 2 2 2

58

14

30

2 2

73

915

2 1 3 1

76

7 112 3 7

Total (Daytime)

Wednesday

Saturday

Evening

Q11. About how often do you normally visit Haymarket?Base: All respondents: Daytime (n=256), Evening (n=127) .

23

Figure 11: Reason for infrequent visitation


6.6 General Purpose of Visit

When asked what the purpose of their visit to Haymarket was, over half of all respondents were there to shop or walk around at a leisurely pace, taking their time and enjoying the experience (57%). This was even more prominent on Friday evenings (75%) and Saturdays (63%).

This result was quite different from Glebe and Kings Cross / Potts Point (where visiting for a specific purpose was more common), and may suggest people are more likely to visit Haymarket for the experience, not necessarily to fulfil a sole purpose.

Respondents ‘on a mission’ to fulfil a specific purpose were more common on Wednesdays (57%). This is consistent with the previous finding that ‘heavy’ users tended to visit Haymarket more during the week and suggests that ‘heavy’ users tend to be those that visit Haymarket with a specific purpose.

I am here to shop or walk at a more leisurely pace, I am taking my time and enjoying the expe-

rience

I am here to fulfil a specific purpose (On mission)

Other

57

42

1

42

57

1

63

35

1

75

24

1

Total (Weekday)

Wednesday

Saturday

Evening

Q3. Which of these best describes your visit to Haymarket today?Base: All respondents: Daytime (n=413), Evening (n=218)

24

Figure 12: General purpose of visit


6.7 Specific Reason for Visiting

Haymarket respondents had a range of reasons for visiting the precinct; with Paddy’s Market the main reason indicated by respondents during the day (17%), particularly Saturdays (20%). The type of trip to Haymarket many respondents took was reflected in the proportions visiting ‘For a meal / snack or drink’ (16%), ‘As an outing’ (13%) and ‘To browse’ (12%).

It was also common for respondents to pass through Haymarket on their way to and from work (Wednesdays = 15%).

The Chinatown Night Markets was a major drawcard to the area on Friday evenings (20%), although this figure probably underestimates those visiting in total, as many respondents may have nominated being there for a meal, outing, or to browse while they were at the Night Markets (rather than seeing the markets themselves as the purpose).

Table 3: Main Reason for visiting Haymarket

Q5. What is the main reason you are visiting Haymarket today?Base: Respondents who answered: Daytime (n=413), Evening (n=211)

25


Reason according to location

There were some differences by location (of the interview). Respondents surveyed at Harbour and Little Hay St (23%) and the Market City Entrance (26%) were more likely to be there to visit Paddy’s Market.

Hay and Dixon St was an area where respondents were more likely to indicate that they were there ‘for a meal/snack or drink’ (22%), while Goulburn and Dixon St was most commonly an area visited for the purpose of ‘an outing’ (24%).

Table 4: Main reason for visiting Haymarket (Location-Daytime)

Q5. What is the main reason you are visiting Haymarket today?Base: All respondents: Daytime (n=413)

26


During the evening respondents at Harbour and Little Hay St (23%) as well as Goulburn and Dixon St (27%) were the most likely to be there for the Chinatown Night Markets.

In addition, close to half of respondents surveyed at Hay and Dixon S’ were in Haymarket ‘for a meal/snack or drink’ (45%).

Table 5: Main reason for visiting Haymarket (Location-Evening)

Q5. What is the main reason you are visiting Haymarket today?Base: Respondents who answered: Evening (n=211)

27


6.8 Shops and Services Used

‘Paddy’s Market’ was by far the most used shop or service within the Haymarket precinct during the day (43%). Food was another clear drawcard to the area, with ‘Café / Restaurants’ (36%) and ‘Take away / Fast food’ (22%) particularly during the evening.

The proximity of Haymarket to the Darling Harbour precinct was also evident, with around one in ten visitors having been to or going to Darling Harbour (suggesting a crossover of visitors from one area to another).

The Chinatown Night Markets were the main attraction to Haymarket on Friday evenings (69%), with food shops and services also seeing increased usage amongst these respondents.

Table 6: Shop and services used

Q6. Which shops and services have you used / will use today in Haymarket?Base: All respondents: Daytime (n=413), Evening (n=218)

28


6.9 Crossover between Shops and Services

A correlation analysis between shops and services visited determined that respondents who visited the Darling Harbour precinct were also likely to visit Paddy’s Market (69%). It was also evident that during the day respondents who used ‘Fashion / Accessories / Jewellery Stores’ commonly visited Paddy’s Market (51%).

During the evening more than half of respondents who used a ‘Supermarkets / Convenience’ also visited a Café / Restaurant / Hotel (69%).

Table 7: Crossover between Shops and Services - Daytime

Q6. Which shops and services have you used / will use today in Haymarket?Base: All respondents: Daytime (n=413)NOTE: CHART IS INTENDED TO BE READ AS COLUMNS ARE THE MAIN REASON FOR VISITING AND ROWS INDICATE WHAT ELSE WAS VISITED

29


Table 8: Crossover between Shops and Services - Evening

Q6. Which shops and services have you used / will use today in Haymarket?Base: All respondents: Evening (n=218)NOTE: CHART IS INTENDED TO BE READ AS COLUMNS ARE THE MAIN REASON FOR VISITING AND ROWS INDICATE WHAT ELSE WAS VISITED

30


7. Perceptions of Haymarket and Suggested Improvements

7.1 Descriptions of Haymarket - Daytime

During the day Haymarket was most likely to be described as being ‘Busy / Lively / Energetic / Alive’ (33%). The influence of Chinatown was also clearly evident with respondents also describing it as ‘Asian / Chinese / Chinatown’ (16%). Overall the other descriptions of Haymarket were mainly positive with visitors often referring to the cultural and energetic nature of the precinct.

Some responses may be regarded as negative aspects of the area – with 9% describing the area as ‘Crowded / Loud / Noisy’ (9%) and 8% describing it as ‘Grungy / Dirty / Tacky’ (8%).

Younger respondents were more likely to describe Haymarket as ‘Busy / Lively / Energetic / Alive’ (43% of 15-19 year olds, and 39% of 20-34 year olds, compared to 33% of all respondents).

Table 9: Most popular descriptions of Haymarket - Daytime

Totaln=413

%

Heavy usern=70

%

Medium usern=79

%

Light usern=196

%

First Timen=67

%

Busy / Lively / Energetic / Alive 33 31 36 33 35

Interesting 12 10 9 14 13

Asian / Chinese / Chinatown 16 16 17 18 10

Culture / Cultural 9 6 10 12 4

Good / Great / Fantastic 9 11 10 6 15

Crowded / Loud / Noisy 9 2 8 10 13

Grungy / Dirty / Tacky 8 3 9 9 7

Vibrant / Buzzing 7 14 5 4 9

Cheap 6 6 6 6 4

Multicultural 5 4 4 7 4

Diverse / Mixed 5 4 3 6 7Q14. What descriptive words would you use to describe Haymarket?Base: Respondents who visited once a month or less (n=413)

31


7.2 Descriptions of Haymarket – Evening

The descriptions of Haymarket during the evening were very similar to the daytime results, with ‘Busy / Lively / Energetic / Alive’ the most common amongst all respondents (40%), and more prominent amongst the ‘medium’ and ‘light’ users.

There was an increase in respondents describing Haymarket as ‘Crowded / Loud / Noisy’ during the evening (13%), presumably due to the larger amount of visitors during this time period.

However, there was no mention of Haymarket being ‘Grungy / Dirty / Tacky’ during the evening suggesting that the area is seen slightly differently during the evening.

Table 10: Descriptions of Haymarket – Evening

Totaln=218

%

Heavy user n=43

%

Medium user n=41

%

Light user n=93

%

First Timen=40

%

Busy / Lively / Energetic / Alive 40 24 49 47 36

Asian / Chinese / Chinatown 17 20 8 22 10

Good / Great / Fantastic 15 17 23 13 10

Crowded / Loud / Noisy 13 7 23 14 10

Vibrant / Buzzing 13 5 13 18 13

Food 11 12 21 12 -

Culture / Cultural 9 5 13 7 10

Interesting 8 7 3 8 13

Colourful 6 - 5 8 10

Multicultural 5 5 5 6 5

Pleasant / Beautiful / Pretty 9 7 3 6 23

Q14. What descriptive words would you use to describe Haymarket? Base: Respondents who answered (n=210)

NOTE: The dotted line used in the charts above is there to highlight responses greater than 10% (amongst the total sample). This is typically what is looked for with open-ended questions of this nature to indicate that a certain response has come through with a degree of consistency.

32


7.3 Suggestions to Improve Haymarket

Daytime

In terms of potential improvements, when prompted to nominate something the most common responses from respondents were to clean up the Haymarket area (17%) and to improve the local infrastructure (17%). However, a reasonable proportion of respondents felt that no changes were necessary (15%) even given this opportunity to make any form of suggestion.

Evening

There were slight differences amongst evening respondents in regards to suggestions for the area. There was a greater call for ‘Improved local infrastructure’ (24%), while fewer respondents suggested the need for the area to be cleaned up (14%). More, better and cheaper shops (12%) as well as improved public transport options were also suggested fairly regularly.

Table 11: Suggestions to improve Haymarket - Daytime

Q7. What other types of shops or services does this area need?Base: Daytime Respondents (n=311)

33


Table 12: Suggestions to improve Haymarket - Evening

Q7. What other types of shops or services does this area need?Base: Evening Respondents (n=142)

34


7.4 Other Shops and Services Needed

Daytime

There were no consistent calls for a specific type of shop or services to be made available in the Haymarket area. Around a quarter of respondents stated that ‘Nothing’ was required (23%), while a further 16% were unable to nominate anything.

Evening

The only change between daytime and evening was the need for ‘Facilities / More obvious toilets’ (11%), followed by ‘ATM’s’ (6%) and ‘Better direction / maps / signage’ (6%). This may ultimately reflect the need for more and/or updated infrastructure in the Haymarket area particularly with the Chinatown Night Markets on Friday evening.

Table 13: Other shops and services need - Daytime

Q7. What other types of shops or services does this area need?Base: Daytime respondents (n=413)

35


Table 14: Other shops and services need - Evening

Q7. What other types of shops or services does this area need?Base: Evening respondents (n=109)

36


7.5 Adequacy of Public Transport

There was significant agreement amongst respondents that Public Transport to and from Haymarket was adequate (74% of daytime and 73% of evening respondents). Eliminating those that were unable to provide a response, this equates to 87% of daytime and 85% of evening respondents either ‘agreeing’ or ‘strongly agreeing’ (i.e. when ‘Don’t know’ responses were removed).

Less than one in ten respondents disagreed that Haymarket had adequate Public Transport.

Figure 13: Adequacy of Public Transport

Evening

Daytime

19

25

54

49

4

4

7

7

2

1

14

15

Strongly agree Agree Neutral Disagree Strongly disagree Don’t know

73%

8%

9%Net Agree

Net Disagree

Net Disagree

Net Agree74%

Q13. Do you agree or disagree that there is adequate public transport to and from Haymarket?Base: All Respondents who answered: Daytime (n=412) Evening (n=217)

37


8. Other Shopping Precincts

8.1 Other Shopping Precincts that Visitors Shop at

Respondents who visited Haymarket typically shopped at multiple precincts in the Inner Sydney area - most commonly the City Centre e.g. Westfield, QVB etc. (66%) and Market City / Paddy’s Market (62%). Other shopping precincts such as Broadway Shopping Centre (32%), World Square (31%) and The Rocks (30%) were also popular, particularly amongst those who visited Haymarket on a Friday evenings.

Interestingly it was more likely for respondents on Friday evenings to have visited other shopping precincts compared with daytime respondents.

During the day younger respondents (aged between 15 and 34) were more likely to visit other shopping precincts outside of Haymarket, in particular the City Centre, Central Park and Market City / Paddy’s Market. From the evening surveys these respondents were more likely to visit Market City / Paddy’s Market, World Square and Broadway.

Figure 14: Other Shopping Precincts Visited

City Cen

tre

Market

City\Pad

dy’s M

arket

Broadway

Shopping C

entre

World Sq

uare

The R

ocks

Centra

l Park

Internet

Shopping

Surry

Hills Reta

il

Sydney

Fish M

arkets

Oxford St

/ Pad

dington

King St /

Newtown

Pyrmont

Glebe M

arkets

Marickv

ille M

etro

Birken

head Point

Norton St

None

6659

3843 40

29 29 2619

31

1913

1910

146

11

62

32 31 3022 21 21 19 18 15

11 8 8 8 615

Daytime

Evening

Q15c. Where else would you shop for the types of things you purchased or will purchase today in Haymarket?Base: All respondents: Daytime (n=413), Evening (n=218)

8.2 Other Areas for Products and Services Available in Haymarket

38


No clear alternative emerged for the type of products and services available in Haymarket, with a small proportion indicating they could shop at ‘Market City / Paddy’s Market’ (17%) and ‘World Square’ (14%) for similar goods and services.

During the evening this became even more evident with less than a third of visitors having an ‘alternative’ to Haymarket (31%).

Figure 15: Other Areas for Products and Services Available in Haymarket

Market City\

Paddy’s Marke

tCity

Centre

Broadway

Shopping Centre

World Square

Surry Hills

Retail

Central Park

Oxford St\

Paddington

King St\

Newtown Plaza

Pyrmont R

etail

Sydney Fish

Markets

Internet Shopping Other

Don't know/None None

1714

7 63 3 2 2 2 1 2

16 14

46

11 95 4 3 2 2 3 1 2

17 19

50

Daytime Evening

Q15c. Where else would you shop for the types of things you purchased or will purchase today in Haymarket?Base: All respondents: Daytime (n=413), Evening (n=218)

39


9. Haymarket Eateries and Friday Night Markets

9.1 Frequency of Eating in Haymarket

Close to half of all respondents were ‘light users’ of Haymarket’s eateries (49%), dining or taking away once a month or less. A further quarter of visitors were either eating in Haymarket for the ‘first time’ (11%) or had ‘never’ eaten there previously (13%).

Typically ‘light’ diners were more likely to eat in Haymarket on either on Friday evenings (47%) or Saturdays (54%), while ‘heavy’ and ‘medium’ diners were more common during the day on Wednesdays (38%) - with a significant drop in during the day on Saturdays (20%).

Figure 16: Frequency of eating in Haymarket

2-3 times

a day Daily

2-3 times

a week

About once a w

eek

About once a fo

rtnight

About once a m

onth

About once in

2 months

About once in

6 months

Less fre

quently

First ti

meNever

13

7

10

6

119

11

18

1113

1

5

12 13

8

13

79 10

6

17

02

5

8

5

119

12

22

14

11

0

5

10 10

7

17

11

4

15 15

6

Total (Daytime) Wednesday Saturday Evening

Heavy users Medium users Light users

Q11. About how often do you dine in or take away from a restaurant \ café \ hotel \ bar \ fast food outlet in Haymarket?Base: All respondents: Daytime (n=413), Evening (n=218)

40


9.2 Awareness and Attendance of the Chinatown Night Markets

A large proportion of the Friday evening respondents indicated that they had or intended to visit the Chinatown Night Markets (71%).

Respondents interviewed on Little Hay St and Dixon St were the most likely to be aware (86%), while those surveyed along Hay St and Dixon St were the least likely (45%).

During the day, awareness was also measured with close to half of the respondents aware of the Chinatown Night Markets.

Slightly less than a third of respondents had attended the Chinatown Night Markets in the past (28%), with there being minimal difference between Wednesday and Saturday respondents.

Respondents aged 65 and over were less likely to have heard about the Chinatown Night Markets (37%, compared to 45% of all respondents).

However, respondents aged 15-19 were the least likely to have actually attended the Chinatown Night Markets (19%, compared to 28% of all respondents).

Figure 17: Attendance at Chinatown Night Markets (Evening and Daytime)

7129

Yes No

Aware of the Chinatown Night Markets Been to the Chinatown Night Markets

45

28

48

29

44

27

Total (Daytime) Wednesday Saturday

8a. Will you be visiting the Chinatown Night Markets tonight? 8a. Have you heard of the Chinatown Night Markets which are held every Friday night in Dixon Street? 8b. Have you ever been to the Chinatown Night Markets?Base: All respondents: Daytime (n=413) Evening Q8a (n=218), Q8c. Respondents who were visiting Night Markets and answered question (n=145)

41


Figure 18: Awareness and Attendance at Chinatown Night Markets – Daytime

Aware of the Chinatown Night Markets Been to the Chinatown Night Markets

45

28

48

29

44

27

Total (Daytime)

Wednesday

Saturday

8a. Have you heard of the Chinatown Night Markets which are held every Friday night in Dixon Street? 8b. Have you ever been to the Chinatown Night Markets?Base: All respondents: Daytime (n=413)

42


9.3 Amount Spent at Night Market

Friday evening respondents who had visited the Chinatown Night Markets most commonly spent between $20 and $39 during their trip (28%).

There was a little variance in regards to spend, with around three in ten respondents spending less than $20 (29%), and a similar proportion spending more than $40 (30%).

15-19 year old respondents typically spent the least amount of money, with a quarter spending less than $10 (25%, compared to 10% of all Night Market visitors).

A small proportion of respondents to the markets indicated that they didn’t spend anything (12%).

Figure 19: Approximate Spend at Chinatown Night Markets

Nothing Less than $10 $10 - $19 $20 - $39 $40 - $59 $60 - $100 More tha $100

1210

19

28

18

9

3

8c. Approximately how much would you spend at the Chinatown Night Markets?Base: Respondents who were visiting Night Markets and answered question (n=145)

43


9.4 Frequency of Attending the Chinatown Night Markets

Frequency of attendance at the Chinese Night Markets was relatively low, with close to three quarters of market visitors visiting less frequently than once a month (71%). However more than one in ten were there at least fortnightly (16%).

Comparing daytime and evening respondents there were no significant differences.

Ultimately this suggests that although there is a small group of users who attend quite regularly, the majority of respondents infrequently visited the Night Markets and may save their trip for a special occasion.

Figure 20: Frequency of attending Chinatown Night Markets

Every week Every fortnight About once a month Less frequently

9 713

71

83

19

70

9 9 11

71

8 6

16

70

Total (Daytime)

Wednesday

Saturday

Evening

8d. When you visit the Chinatown Night Markets, do you only attend the markets, or do you also tend to visit the shops and restaurants nearby?Base: Respondents who had visited the Chinatown Night Markets (n=152)

44


9.5 Behaviour When Visiting the Chinatown Night Markets

The majority of the daytime respondents who visited the Chinatown Night Markets also visited the surrounding shops (58%), suggesting that the surrounding shops do benefit from the crowds the market attracts.

However, relatively few ‘first time’ visitors intended to visit the nearby shops (20%) which may indicated that the markets are effective in drawing a new crowd to the area who are more likely to explore on subsequent visits.

During the evening a lower proportion tended to visit nearby shops and restaurants (46%) with respondents. ‘Medium’ users of Haymarket were by far the most likely to visit shops and restaurants outside the markets (66%), further supporting the idea that the more people visit the area, the more likely they are to explore all facets of it.

Respondents aged 35-49 were significantly more likely to visit other shops while visiting the Chinatown Night Markets (72%, compared with 54% of all visitors).

Figure 21: Behaviour when visiting the Chinatown Night Markets - Daytime

Only visit the markets Also visit nearby shops and restaurants

42

5860

40

32

68

33

68

80*

20*

Total (Daytime) Heavy users Medium users Light users First time


45


Figure 22: Behaviour when visiting the Chinatown Night Markets - Evening

Only visit the markets Also visit nearby shops and restaurants

54

4646

54

34

6660

40

68*

32*

Total (Evening) Heavy users Medium users Light users First time


46

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