SR-11-26-2013-8BCity Council Meeting: November 26, 2013
To: I Mayor and City Council
From: David Martin, Director of Planning and Community Development
Subject: Food Truck Venues in the Main Street Commercial District.
Recommended Action
Staff recommends that the City Council: 1) review the survey data from the Main Street
businesses and food truck patrons; and 2) direct staff to include in the updated Zoning
Ordinance standards to permit off - street food truck venues in the Main Street area for a
period of three years with the potential for permit renewal.
Executive Summary
In response to Council discussion and direction, a survey of Main Street businesses and
food truck patrons was conducted to assess potential impacts of the Tuesday night food
truck event at the California Heritage Museum on area businesses. The survey results
indicate that the food trucks have minimal impact on the Main Street businesses. In
addition, in response to Council direction to propose a limited term permit to authorize
off - street food truck venues, staff recommends that the updated Zoning Ordinance
provide a permit that would allow off - street food truck venues up to a three year term
with the potential for permit re- application.
Background
In September 2010, the City authorized a Temporary Use Permit (TUP) to allow a food
truck event within a portion of the parking lots at the California Heritage Museum. The
TUP permitted a maximum of 10 vending trucks to operate between the hours of
5:30pm and 9:30pm on Tuesday nights. In exchange for participation at the event, the
vendors pay a fee to the Heritage Museum which uses the proceeds to support program
operations at the museum. The Tuesday night event attracts between 400 -500 patrons,
including Santa Monica residents, tourists and others from throughout the region.
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The TUP was extended in order to allow staff sufficient time to report to the Council and
get direction on the possibility of permitting off - street food truck venues City -wide on a
more permanent basis.
The program income and increased awareness of the museum has helped the Heritage
Museum, though concerns have been expressed regarding the economic impacts the
event may have on the adjacent Main Street business district. In 2011, the City hired
the firm Maureen Erbeznik & Associates to conduct an independent economic impact
analysis based on data from surveys of 201 food truck patrons and 25 Main Street
businesses. On June 21 2011, staff presented the findings to Council reporting that
while the majority of food truck patrons (150 of the 201 surveyed) stated they would
have not eaten at a Main Street restaurant on the same evening of the night food truck
event, 146 patrons indicated they do patronize Main Street business on other nights.
Surveys of the 25 Main Street businesses (16 of which were restaurants) revealed that
63 percent of the restaurants did not want the event to continue because of decrease in
business on Tuesday nights since the food truck event began. Of the remaining 9
businesses, 5 wanted the food truck event to continue and 4 had no preference.
On September 11 2012, the Council considered a proposed ordinance that would have
modified the Zoning Ordinance to permit off - street food truck venues in the CM Main
Street Commercial District and Adjacent A Off - Street Parking Overlay Districts and the
C4 Highway Commercial District by Performance Standards Permit. During
deliberations, the Council expressed concern over two issues:
® Are there adverse impacts on Main Street businesses resulting from the food
truck event?
• Is there a permitting mechanism that would have a limited term?
`a
The Council directed staff to address these questions by engaging the Main St.
business and resident communities and return with the information.
Discussion
Food Truck Event Survey Report
Based on Council direction at its September 11, 2012 meeting, staff retained Maureen
Erbeznik & Associates to conduct additional surveys of the food truck patrons, Main
Street businesses and Main Street patrons for the purposes of reassessing the
economic impacts of the food truck event on Main Street businesses. In the updated
analysis, food truck and Main Street patrons were also surveyed to gauge their
shopping behaviors and what effect, if any, did the Tuesday night food truck event have
on their awareness or activities on Main Street. The surveys were completed by 112
food truck patrons, 65 Main Street patrons and 59 Main Street businesses. The surveys
were conducted in January, April and May of this year.
The survey findings revealed that the majority of 112 food truck patrons (59 percent)
reside within the City of Santa Monica. In contrast, only 36 percent of the food truck
patrons were City residents in 2011. The current survey data also showed that the
majority of food truck patrons did not drive to the event (56 percent). Forty -four percent
walked, 10 percent biked and two percent took the bus. Overall, the data suggests that
the food truck event now attracts more local residents than non - residents. Though 70
percent of food truck patrons surveyed indicated that they do not visit other Main Street
businesses, bars, or restaurants on the evenings they visit the food truck event, 54
percent indicated that they do visit Main Street businesses on other occasions.
Of the 65 Main Street patrons surveyed, the majority (71 percent) patronize Main Street
daily or weekly and most patrons (58 percent) visit restaurants, bars, and coffee shops.
Approximately 31 percent of the Main Street patrons felt that Tuesday nights were
busier and 38 percent felt that it was more difficult to park on Tuesday nights.
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Of the 59 Main Street business surveyed, 21 were food service operations, 15 were
retail establishments and 23 were professional services or other types of businesses.
The survey included a series of questions to determine if there had been changes in
their business operations or changes in their customers' behaviors.
Of the businesses surveyed, 90 percent indicated hours of operation did not change on
Tuesday nights in the last two years, 51 percent did not see a change in sales and 66
percent did not have customers alter frequency of visits to Main Street. Of the
restaurants surveyed, the majority (72 percent) did not change hours of operation on
Tuesday nights in the last two years, while 28 percent indicated that sales have
decreased on Tuesday nights. In contrast, 50 percent of the surveyed restaurants in
2011 indicated a decrease in business on Tuesday nights since the food truck event
began.
In terms of parking, 61 percent of the restaurants surveyed and 46 percent of the Main
Street businesses stated that, in general, their customers find parking availability
difficult. On the other hand, 72 percent of the Main Street businesses and 53 percent of
the Main Street restaurants indicated that they have not received complaints from
customers about parking. In terms of impacts, 78 percent of Main Street businesses
stated that the Tuesday night food truck event was not in direct competition with their
business whereas 56 percent of Main Street restaurants surveyed indicated that the
Tuesday night food truck event was not in direct competition with their business and
noted no noticeable changes in sales. Interestingly, 66 percent of Main Street
businesses were interested in collaborative marketing and promotional opportunities
with the Tuesday night food truck event.
In addition to the surveys, City staff reviewed the sales tax data for Main Street to
determine if the food truck events had any adverse impacts on sales. The taxable sales
data are helpful as 56 percent of taxable sales are from restaurant and food. Based on
data for the last four years (2009 — 2012), Main Street retail taxable sales have
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increased by almost 16 percent for restaurant and food related activity and overall
taxable sales activity within the Main Street business district increased during the same
time period by approximately 10 percent.
Based on the patron and business surveys as well as tax revenue review, the findings
suggest the California Heritage Museum food truck event does not appear to have a
significant negative impact to Main Street business activity.
Zoning Permit
Currently, Santa Monica's zoning laws do not have any mechanism to authorize
permanent or perpetually recurring uses with limited term use permits. Consistent with
generally accepted land use principles, local use permits generally grant land use
entitlements to a property in perpetuity, unless otherwise revoked, abandoned or
amortized out of existence by subsequent legislation. However, a limited term permit for
food truck venues will be proposed as part of the updated Zoning Ordinance, with the
condition that no physical property improvement be authorized as part of the permit.
California courts have viewed expiration of use permits in the land use context with
skepticism. Courts generally agree that use permits do not expire automatically, even
when a condition to the permit or local law provide for such an expiration. Of course,
these judicial decisions do not impose an outright prohibition from imposing expiration
dates on use permits, such as the recommended permit. However, even with an
automatic expiration date, the City would still have to meet the rigorous revocation
standards before it could effectuate the permit expiration. Nonetheless, an expiration
date could provide the City with a practical opportunity to reexamine the permit at issue,
and allow the City to determine if adjustments are appropriate, through revocation for
non - compliance or elimination of the use through amortization.
The recommended standards (Attachment C) are intended to ensure that the off - street
food truck venues are compatible with surrounding and adjacent uses and do not create
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an adverse impact on adjacent properties by reason of noise, parking or litter and
provides for a limited term. In summary, they include:
• Minimum Open Area and Maximum Number of Food Trucks. In order to provide
sufficient area for parking, pedestrians, restrooms, trash /recycle containers, etc.,
a minimum of 15,000 square feet of open area on the parcel and a maximum of
one food truck per 2,000 square feet of open area would be required.
• _Days and Hours of Operation. In order to keep food truck venues as a re-
occurring special event, food truck venues could only operate one day per week
on Monday, Tuesday or Wednesday nights and not before 5:OOpm or after
10:OOpm, including set -up and clean -up.
• Restrooms and Seating area. For the convenience of customers, a minimum of
one accessible public restroom for men and one for women would be required
on -site during all hours the food truck venue is in operation. A maximum 200
square foot seating area could be provided and would be removed prior to
closure of the food truck venue for the day.
• Parking. A minimum of two off - street parking spaces per food truck would be
required along with a minimum of ten bicycle parking spaces to ensure that
parking will not infiltrate into the adjacent neighborhood.
• Refuse and Recycling. To prevent litter in the surrounding neighborhood, refuse
and recycling containers would be provided on -site during all hours of food truck
operations and all litter generated by the food truck operation would be picked up
by the venue operator within a minimum of a 300 -foot radius of the site prior to
closure of the food truck venue.
• Food Truck County Licensing. In order to ensure a healthy and safe food
preparation environment, the recommended standards would include a provision
to require appropriate licensing by the Los Angeles County Department of Public
Health.
• Maximum Term. The term of the permit authorized for food truck venues would
not exceed three years. The off - street food truck venue operator could re -apply
for renewal prior to expiration of the permit.
• Structures. No structures requiring a Building Permit could be constructed for
food truck venues authorized by the ( "new permit'). This provision precludes
requiring an amortization period for the value of any structures constructed for
the food truck venue.
Public Hearing
Notices of the City Council public hearings were published in the Santa Monica Daily
Press a minimum of 10 days prior to the hearing in accordance with City requirements.
Financial Impacts & Budget Actions
There is no immediate financial impact or budget action necessary as a result of the
recommended action.
Prepared by: Paul Foley, Principal Planner
Erika Cavicante, Senior Development Analyst
Approved:
David Martin, Director
Planning and Community Development
Attachment:
Forwarded to Council:
Rod Gould
City Manager
A. Main Street Business and Patron Survey
B. Proposed standards
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F-M-f-IT9.9 TFAT WT
Main Street Business and Patron Survey
E:3
City of Santa Monica Food Truck Impact
Patron and Business Survey
July 2013
Background
The City of Santa Monica (City) asked Maureen Erbeznik & Associates to assist with
conducting surveys to assess the economic impacts associated with the weekly
Heritage Museum Tuesday night food truck event on the adjacent Main Street
business district. The surveys identified the characteristic of food truck as well as
Main Street patrons. Main Street businesses were also surveyed in order to gain an
understanding of their opinions toward the event.
A similar survey was conducted for the City in February 2011 by Maureen Erbeznik
& Associates. This study analyzed the potential impacts and benefits of the same
Heritage Museum Tuesday night food truck operation. Both food truck patrons and
Main Street businesses were surveyed. At that time, 201 food truck patrons and 25
Main Street businesses were interviewed, with 16 of the 25 businesses being
restaurants.
The, current surveys were conducted on days in January, April and May 2013. The
food truck patrons were surveyed in order to answer:
• Who are the patrons at the food truck event? Are they local? Are they from outside of the City?
• What transportation did they take to get to the food trucks? And if they drove where did they
park?
• How often do they attend the food trucks? And how long do they stay?
• How much do theyspend?
• Do they attend other food truck events?
• Because they're patronizing the food trucks, does that mean that they are likely or not likely to
be patronizing other Main Street retail or food establishments, on that night, or other nights?
If they do patronize other establishments how much do the), spend?
• Do they understand how buying locally benefits the City?
The City also surveyed Main Street patrons not attending the Heritage Museum food
truck event in order to better understand their views of how the food truck event
may impact Main Street as well as their purchasing habits. The City was looking to
understand:
• How often do they patronize Main Street ?And if they visit Main Street on Tuesday evenings
when the food truck events are held?
City of Santa Monica Food Truck Program Impact Report FINAL 2013
• What type of businesses do they patronize ?And have they seen a change in activity at these
businesses on food truck event evenings?
• Do they find parking on food truck event evenings more difficult?
• Do they attend the food truck event?
• If the food truck event was canceled would they visit Main Street business or eat at a Main
Street restaurant instead?
Lastly, the City surveyed Main Street business owners and managers to ascertain
their assessment of how the food truck event impacts their business on food truck
event nights. Specifically the City was looking to learn:
• Did these businesses see a change in their sales in the last two years?
• Are their customers visiting Main Street less?
• Is parking hard to find for their customers?
• Had they received complaintsfrom their customers onfood truck event evenings regarding
parking?
• Did theyfeel the food trucks were in direct competition with their business?
Overview of the Findings
Food Truck Patrons
Interviews were conducted with 112 patrons at the Heritage Museum Tuesday night
food truck event. Not everyone surveyed provided a response to each question. The
surveys were conducted on three separate Tuesday evenings in January, April and
May 2013 when the food truck event is held.
Through the survey process it was learned that the majority of patrons (59%) reside
within the City of Santa Monica. This was clearly different from the surveys taken in
2011 when 64% were from outside the City.
The majority of customers did not drive to the food truck events (56%). Forty -four
percent walked, 10% biked and 2% took the bus.
Of the 44% that drove 44% parked in a City lot, 40% parked on a street meter and
17% parked on a non - metered street.
For 24% of the customers surveyed it was their first time visiting the food trucks.
Thirty-four percent visit semi - frequently.
Seventy -one percent spent $20 or less at the food trucks per visit
Most customers (77 %) stayed at the food trucks for 1 -2 hours.
Over 70% of food truck patrons indicated that they do not patronize other Main
Street businesses, bars or restaurants on the evenings they visit the food truck
event. However, 54x/0 of the surveyed food truck patrons indicated that they come
to Main Street businesses on non -food truck event nights.
Over half of the customers (54 %) attend other food truck events.
Of critical importance to the City was that the majority of customers (90 %) stated
they come to Main Street more or about the same since they began coming to the
food truck events. And sixty -two percent spend $50 or more on a monthly basis at
Main Street businesses.
Main Street Patrons
Interviews were also conducted with 65 patrons Main Street businesses. These
surveys were conducted on two separate evenings in May 2013 on non -food truck
evenings.
The majority of the customers surveyed (71 %) patronize Main Street daily or
weekly.
Most of those patrons (58 %) are patronizing restaurants, bars or coffee shops.
Only 31% of customers felt that Main Street is busier on Tuesday nights (food truck
event nights).
Thirty -eight percent stated it is more difficult to park on Tuesday nights.
Eighty -two percent of customers stated that they knew about the Tuesday night
food truck event and the majority (80 %) attends the food truck event at least a few
times a year.
Main Street Businesses
Surveys were also conducted with 59 businesses located on Main Street. Forty -one
surveys were conducted using an online survey tool. The remaining 18 interviews
were conducted via phone calls or in person.
Thirty -five percent of businesses surveyed (21) were food service operations.
Twenty -five percent (15) were retail establishments. Thirty -nine percent (23) were
professional services or other types of businesses.
Ninety percent of businesses stated they have not changed their hours of operation
on Tuesdays in the last two years.
A critical point to the City is that 51% of businesses surveyed stated they have not
seen a change in their sales on Tuesday evenings. The majority of business owners
stated that that their customers (66 %) have not changed the frequency of their
visits to Main Street when the food truck event is held.
Fifty -four percent of Main Street businesses stated that parking in general is not
harder to find for their patrons. More importantly 72% stated they have not
received complaints from their customers regarding parking.
Eighty -nine percent of Main Street businesses had not partnered with the Heritage
Museum to promote their business at the food truck event. However 66% were
interested in cooperative marketing opportunities.
Seventy -eight percent (46) of the businesses surveyed stated they did not feel the
Heritage Museum Tuesday night food truck event was in direct competition with
their business.
(Remainder of Page Intentionally Left Blank)
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Food Truck Patron Survey
Interviews were conducted with 112 people patronizing the food trucks. Not
everyone surveyed provided a response to each.question. The interviews were
conducted on three separate Tuesday evenings. The dates the surveys were
conducted are listed below:
— Tuesday, January 22, 2013
— Tuesday, April 13, 2013
— Tuesday, May 7, 2013
Food Truck Patron Survey
Main Street Tuesday Night Food Truck Event
1) Wheredoyoulive ?(Zipcode)
2) Howdidyaugethere?
a. Car
b. Bus
c. Bike
d. Walk
3) If you drove or carpooled, where did you park?
a. City lot
b. On Street at a meter
c. On Street no meter (i.e., in the neighborhood)
4) How often do you attend this Tuesday night food truck event?
a. Firsttime
It. Frequently(weekly)
c Semi-frequently (once or twice a month)
d. Infrequent (once or twice a year)
5) How much do you typically spend in total at the food truck event?
a. $0 -$10
b. $10 -$20
r. $20 -$30
d. $30 -$40
e. More than $40
6) How long do you usually stay at the Tuesday night food truck event?
a. 1 -2 hours
D. 2 -3 hours
c. 3 hours or more
d. Other
7) Do you patronize other Main Street restaurant s /bars before or after you attend this food truck event?
a. Yes; Please specify:
b. No
e) Do you patronize other Main Street businesses (i.e., retail stares and services) before or after you attend
this food truck event?
a. Yes; Please specify:
b. No
January 22, 2013 Page lof 2
5
Food Truck Patron Survey
Main Street Tuesday Night Food Truck Event
9) Do you attend other food truck events?
a. yes
It. No
10) How often to do you come to Main Street businesses on non -food truck event days?
a. frequently (weekly)
b. infrequently (once or twice a month)
c. Seldom (once or twice a year)
11) Has the frequency of your visits to Main Street changed since you began coming to the Tuesday night food
truck event?
a. Come to Main Street more often
b. Come to Main Street less often
c. Come to Main Street about the same as used to
12) If you shop at Main St. businesses, on average how much of your local purchasing is spent thereon a
monthly basis?
a. Less than $50 a month
It. $50 to $100 a month
c. Over a $100 a month
13) Do you know how buying locally benefits the City of Santa Monica?
a. yes
b. No
14) Any comment or feedback
January 22, 2013
Page 2of 2
C
Home Zip Code of Food Truck Patrons
Customers came from a multitude of locations. Note that not every customer
surveyed answered all questions (i.e. 112 customers were surveyed but only 110
customers answered the home zip code question).
Sixty five (59 %) of the customers reside in Santa Monica with 38 from zip code
90405.
Thirty six customers (33 %) came from local cities including the Venice and Marina
Del Rey areas.
Eight customers (7 %) reside out of country.
1
Santa Monica
65
59%
2
Local Cities (not Venice /MDR)
23
21%
3
Venice /MDR
13
12%
4
Out of Country
8
7%
5
Out of State
1 1%
Below is a table displaying the home zip codes for the 65 Santa Monica food truck
patrons.
1
90401
10
9%
2
90402
2
2%
3
90403
6
5%
4
90404
9
8%
5
90405
38
36%
Transportation and Parking for the Food Truck Event
The majority of customers (56 %) did not drive to the food truck events. Forty four
percent walked, 11% rode a bike and 2% took the bus. The same number of
customers, forty nine (44 %), drove as walked.
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Below is a table listing the transportation type and responses.
Walk 49 44%
Car 49 44%
Bike 11 10%
Bus 2 2%
For the customers that did drive (49 customers), 44% parked in a City lot, 40%
parked on a street meter and 17% parked on a non - metered street. Forty eight of
the 49 customers answered the question, Where did you park?
Transportation
Number of
%
Type
Customers
City Lot
21
44%
Street Meter
19
40%
Street Non -Meter
8
17%
How Often do Patrons Attend the Food Truck Events
Fifty -two percent of customers attend the food truck event frequently or semi -
frequently. For 24% of the customers it was their first time and 23% stated they
attend infrequently.
First Time 31 24%
Attend Frequently 23 18%
Attend Semi Frequently 44 34%
Attend Infrequently 30 23%
Money Spent by Patrons
Customers were asked how much money they spent during each visit. Forty seven
percent spent between $11 and $20. It is interesting to note that 71% spent $20 or
under.
n
Below is a table listing the amount of money spent per customer at the food trucks.
$5 -$10
27
24%
$11-$20
52
47%
$21 -$30
23
21%
$31 -$40
4
4%
$41 or Above
5
5%
Length of Time at Food Truck Event
Seventy seven percent stated they spent 1 -2 hours at the event. Twelve percent of
customers answered other. Most of these customers were running into the food
trucks to pick up "to go" food.
1 2 hours 86 77%
2 -3 hours 12 11%
0 0 0%
Other 13 12%
Patronizing Other Businesses on Evenings Visiting Food Trucks
Customers were asked if they patronize other restaurants or bars on Main Street
on the evenings they visit the food trucks. Seventy six percent stated they do not
visit other restaurants or bars.
Yes 25 24%
No 78 76%
Customers were also asked if they patronize other stores on Main Street on the
evenings they visit the food trucks. Seventy one percent stated they did not visit
other stores.
C
Below is a table listing the amount of customers and whether they patronize other
businesses or not.
Patronize Other Number of %
Businesses on Main Customers
Street
Yes 30 29%
No 75 71%
It can be construed from the results to both of these questions that most of the
customers primarily come to eat at the food trucks not to visit other restaurants,
bars or businesses.
Attendance at Other Food Truck Events
Customers were asked if they patronize other food truck events. Forty six percent
stated they do visit other events in such places as Abbot Kinney, Pasadena and El
Monte.
Patronize a Main Street Business on Other Nights
Customers were also asked how often they come to Main Street on other nights to
eat or shop. Forty two percent stated they come frequently. Forty one percent
stated they come infrequently. And 17% stated they seldom come shop or eat at
Main Street businesses on other nights.
Frequently 45 42%
Infrequently 43 41%
Seldom 18 17%
Change in Frequency of Visits to Main Street
Customers were asked if the frequency of their visits had changed since they began
coming to the food truck event. The majority of customers stated they visit Main
Street about the same.
Visit Less 19 19%
Visit More 10 10%
Visit the Same 72 71%
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Amount Spent Monthly at Main Street Businesses
If customers did shop at Main Street businesses, they were asked how much they
spent on average per month. Thirty eight percent of customers stated they spent
less then $50 and 34% stated they spent over $100.
Less then $50 38 38%
$50 -$100 28 28%
Over $100 34 34%
Knowledge of Benefits to Santa Monica by Buying Locally
They majority of customers, 79 %, stated they understood that buying locally
benefited the City.
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Main Street Patron Survey
Interviews were also conducted with 65 patrons of other Main Street businesses.
Interviews were conducted on non -food truck event evenings. The dates of the Main
Street patron surveys are listed below:
— Thursday, May 2, 2013
— Thursday, May 16, 2013
Below is a copy of the survey conducted with the Main Street patrons not attending
the food truck event.
City of Santa Monica Patron Survey
Main Street Patrons
1. Now often do you patronize on Main Street?
a. First time
b. Daily
c. Weekly
d. Monthly
2. Do you patronize on Main Street on Tuesday nights?
a. yes
b. No
3. If yes, what types of businesses on Main Street do you typically frequent? (you may select more
than one option)
Retail — clothing
b. Retail — other
c. Restaurant with bar
d. Restaurant without bar
e. Bar
f. Coffee Shop
g. Service (e.g. hair or nail salon)
4. Do you find that the Main Street businesses you frequent on Tuesday nights are:
a. More busy
b. Less busy
c. No change
d. Other
5. Bo you find parking on Tuesday nights:
a. More difficult to find than other nights?
b. Less difficult to find than other nights?
F. The same as other nights?
d. Other
6. Did you know that there is a Tuesday night Food Truck event on Main Street?
a. yes
b. No
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7. Have you attended the Tuesday night Main Street Food Truck event?
a. Never
b. A few times a year
c. Monthly
d. Weekly
8. If the Food Truck event was cancelled one night would you choose to patronize at a Main street
business instead?
a. Yes
b. No
9. Have you noticed that the hours of operation of the Main Street businesses you frequent on
Tuesday nights have:
a. Increased
b. Decreased
c. Notchanged
d. Other
10. Any comments or feedback
13
Frequency of Visits to Main Street
Customers were asked how often they patronize Main Street. The majority of
customers (71 %) patronize Main Street daily or weekly. Nine percent were visiting
Main Street for the first time.
First Time 6 9%
Daily 17 26%
Weekly 29 45%
Monthly 13 20%
Customers were also asked if they patronize Main Street on Tuesday nights. Thirty
two percent state they do visit Main Street on Tuesday nights and thirty three
percent stated they do not visit Main Street on Tuesday nights.
Types of Businesses Visited
Customers were asked what types of businesses they typically visit on Main Street.
Fifty -eight percent of customers stated they visited some type of food service
establishment either: restaurant, bar or coffee shop. Twenty seven percent stated
they visited a retail establishment.
-- - - - ---
Retail— Clothing 13 13%
'Retail —Other 14 14%
Restaurant with Bar 21 21%
Restaurant without Bar 12 12%
Bar 11 11%
Coffee Shop 14 14%
Services 14 14%
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Activity Change at Businesses
Customers were asked if they found the businesses they visit on Tuesday nights
were more or less busy. Thirty one percent stated they were busier.
More Busy
20
31%
Less Busy
14
22%
No Change
15
23%
Other
16
25%
Parking on Main Street
Customers were asked if they find parking on Tuesday nights more or less difficult.
Thirty eight percent of customers stated they find it more difficult. Forty two
percent of customers stated they find parking the same as other nights. Not one
customer stated they find it less difficult.
More Difficult 25 38%
Less Difficult 0 0%
Same as Other Nights 27 42%
Other 13 20%
Awareness and Attendance at Food Truck Events
Customers were asked if they were aware of the food truck event being held on
Tuesday nights. Eighty two percent of customers stated they knew about the food
truck event.
Awareness of Food Number of %
Truck Events Customers
Yes 53 82%
No 12 18%
Customers were also asked if they attended the Tuesday night food truck event.
Most of the customers (80 %) stated they attend the food truck event at least a few
times a year. Fifteen percent stated they attend weekly. Twenty percent stated they
never attend.
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Below is a table listing the number of times customers attend the food truck events.
Never 13 20%
A Few Times per Year 26 39%
Monthly 17 26%
Weekly 10 15%
Customers were then asked if the food truck event was canceled would they
patronize another Main Street business instead. Sixty six percent stated yes they
would patronize a Main Street business.
Yes 43 66%
No 22 34%
Lastly customers were asked if they have noticed a change in the hours of operation
of businesses they visit on Tuesday nights. Sixty two percent stated they have not
seen a change. Nine percent stated they have seen an increase.
Increased
6
9%
Decreased
1
2%
No Change
40
62%
Other
18
28%
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Main Street Business Survey
Interviews were conducted with 59 businesses located on Main Street. Forty one
surveys were completed using the online survey tool, Survey Monkey. All Main
Street businesses for which the City had a valid email address were sent an email
invitation with a link to the online survey. Businesses that did respond to the online
invitation were then contacted by phone or through site visits. Eighteen were
conducted via phone calls and site visits.
On the following pages is a copy of the survey conducted with Main Street
businesses.
Main Street Business Survey Page I of
Wain Street Business Survey
Every Tuesday night the California Heritage Museum in cooperation with The Victorian
holds a food truck event to raise funds for the museum. The City of Santa Monica is
conducting an economic study to determine the effects the food truck event on the
businesses on Main Street. This survey is part of this economic study and your completion
of the survey will be much appreciated.
# 1. Business Name
& 2. Title in business
Owner
Manager
Other (please specify)
3. Type of business
Retail- clothing
Retail - other
Restaurent with bar
Restaurant without bar
Bar/ Nightclub
Ochre Shop
Professional Service (e.g. hair on nail salon)
Other (please specify) I
littps:/A vww .surveymoiikey.com /s/3LX8N'N4H 3 /13/2013
17
Main Street Business Survey
Page 1 of 4
Every Tuesday night the California Heritage Museum in cooperation with The Victorian
holds a food truck event to raise funds for the museum. The City of Santa Monica is
conducting air economic study to determine the effects the food truck event on the
businesses on Main Street. This survey is part of this economic study and your completion
of the survey will be much appreciated.
*1. Business Name
—�
* 2. Title in business
Owner
Manager
Other (please specify)
* 3. Type of business
Retail- clothing
Retail - other
Restaurant with bar
Restaurant without bar
Bar/ Nightclub
Coffee Shop
Professional Service (e.g. hair on nail salon)
Other (please specify)
litipsJ /www,amyeymoilkey.com/s /3LX8M'1%4H
3(13/2013
W
h4ain Street Business Survey
4. If restaurant, what does your average meal cost?
Under$10
$10-$20
$20 -$30
$30 -$40
Over$40
5. Days of operation (select applicable days)
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
*6. Hours of operation
Office Hours (819 a.m. to 6 p.m.)
Retail Hours (10 a.m. to 7 p.m.)
Later Hours (11 a.m. to Past Midnight)
Other (please specify)
Page 2 of 4
�K 7. Have your hours of operation changed on Tuesdays in the past two years?
Yes
No
Please explain
�1c 8. Have your sales on Tuesday evenings generally increased, decreased or
remained the same in the past two years?
Incensed
Decreased
hitps://www.stirveyliioiikey.coiii/s/3LX8)ArMH
3/13/2013
19
Main Street Business Survey
No change
Other (please specify)
�k 9. Have you heard from customers that:
they wine to Main Street more often on Tuesday nights
they come to Main Street less often on Tuesday nights
no change
�k 10, is parking hard to find in general for your patrons?
Yes
No
Page 3 of 4
�k 11, Have you heard complaints from your customers about finding parking on
Tuesday nights?
Yes
No
* 12. Have you partnered with or approached the food truck organizers/ California
Heritage Museum to promote your business at the food tuck event? (e.g. handed
out menus /coupons for your business)
Yes
No
13. If yes, did it help attract customers to your business afterwards /another day?
Yes
No
14. If no, would you be interested in marketing opportunities?
Yes
No
https:// iN+ %iv.surveymookey.com /s /3LXSNVMH
3/13/2013
20
Main Street Rusiness Survey
Any other comments
* 15. Do you feet the food trucks are in direct competition with your
business /productslservices?
Yes
No
Please explain/ any other comments
16. Any additional comments or feedback
I Oone
Powered by SurvevMonkev
Check out oursie,;y�ryzyg and create your own nowt
htt psi// Nvww .stirv(vinonkey.conJs /3LX8WM13
Page A of A
3/13/2013
21
Type of Businesses Surveyed
Thirty -five percent of businesses surveyed (21) were food service operations.
Twenty -six percent (15) were retail establishments. Thirty -nine percent (23) were
professional services or other types of businesses.
Retail — Clothing
8
14%
Retail — Other
7
12%
Restaurant with Bar
8
14%
Restaurant without Bar
6
10%
Bar / Nightclub
1
2%
Coffee Shop
6
10%
Professional Services
8
14%
Other
15
25%
Average Meal Cost
Businesses that provide food service were asked how much they charge for an
average meal. The majority (72 %) charge $20 or below. Note that 23 businesses
answered this question, but only 21 businesses categorized themselves as a food
service operation in the previous question. Some may not have understood that the
question was for meal cost not products or services.
22
uumgcooco
Under $10
7
28%
$11 -$20
11
44%
$21 -$30
3
12%
$31-$40
1
4%
$41 or Over
1
12%
22
Days and Hours of Operation
Most (75 %) of the businesses surveyed stated they are open Monday — Sunday.
Day of the Week
Number of
Percent
Businesses
Open;
Monday
51
86%
Tuesday
56
95%
Wednesday
57
97%
Thursday
58
98%
Friday
58
98%
Saturday
49
83%
Sunday
44
75%
The majority of businesses hold retail or standard "restaurant" hours of operation.
Businesses counted in the Other category stated they are open during lunch and dinner,
but close before midnight.
Office Hours (8/9 a.m. to 5 p.m.)
Retail Hours (10 a.m. to 7 p.m.)
9 15%
21 .34%
Later Hours (11 a.m, to Past Midnight) 8 13%
Other 23 38%
Ninety percent stated their hours of operation have not changed on Tuesdays in the
past two years.
Have Hours of Operation Number of Percent
Changed in Last Two 'Years Businesses
Yes 6 10%
No 53 90%
23
Change in Sales on Tuesday evenings?
Twenty percent of the businesses stated they saw a decrease in business in the last
two years. Fifteen percent of businesses stated they saw an increase and 51%
stated they have not seen a change.
Increased 9 15%
Decreased_' 12 20%
No Change 30 51%
Other 8 ' 14%
The majority of businesses also stated that their customers do not come to Main
Street more or less on Tuesday nights when the food truck events are held.
They Come to Main Street More Often on Tuesday Nights 14 25%
They Come to Main Street Less Often on Tuesday Nights 5 9%
No Change 37 66%
Parking
Fifty-four percent stated parking in general is not hard to find.
Parking Hard to Find in Number of Percent=
General for Patrons Businesses
Yes 27 46%
No 32 54%
Seventy -two percent stated they have not received complaints from their customers
regarding parking On Tuesday nights.
Complaints About Finding Number of Percent
Parking on Tuesday Nights Businesses
Yes 16 28%
No 42 72%
24
Partnership Marketing
Eighty -nine percent of businesses had not partnered with the Heritage Museum to
promote their business at the events.
Yes 6 11%
No 51 89%
Sixty -six percent were interested in cooperative marketing opportunities.
Interested in Marketing Number of Percent':
Opportunities Businesses
Yes 33 66%
No 17 34%
Direct Competition with Food Trucks
A critical point to the City is that 78% (46) of the businesses surveyed stated they
did not feel the food truck events were in direct competition with their business.
Direct Competition with Number of Percent
Food Trucks Businesses'i
Yes 13 22%
No 46 78%
25
ATTACHMENT B
Proposed Standards
0
Off - Street Food Truck Venues.
The purpose of this Section is to ensure that off-street food truck venues are compatible
with surrounding and adjacent uses and do not create an adverse impact on adjacent properties
by reason of noise, parking and litter. The following special conditions shall apply to off - street
food truck venues:
(a) Applicability. All new off - street food truck venues shall comply with the
development standards for the district in which it is located and with this Section.
(b) Minimum Parcel Size. 1 S, 000 square feet.
(c) Maximum Number of Food Trucks. I food truck per 2, 000 square feet of parcel
area.
(d) Days and Hours of Operation. No food truck venues shall operate more than
three (3) days per week or before 8: 00am or after 11: 00pm, including set -up and clean -up. The
days and hours of operation of individual food truck venues within these limitations shall be
determined on a case -by -case basis, subject to Zoning Administrator approval or Planning
Commission approval on appeal.
(e) Restrooms. A minimum of one accessible public reslroom for men and one for
women shall be provided on -site during all hours the food truck venue is in operation.
() Seating area. A maximum 200 square foot seating area may be provided. Any
seating areas must be removed prior to closure of the food truck venue for the day.
(g) Parking. A minimum of 2 off-street parking spaces per food truck is required. A
minimum of 10 bicycle parking spaces shall also be provided. Barricades shall be placed to
prevent vehicles from entering the food truck vending and seating area. The off-street parking
layout, bicycle parking and placement of the barricades are subject to the approval of the
Planning and Community Development Department.
(h) Refuse and Recycling. Refuse and recycling containers shall be provided on -site
during all hours of food truck operations. The refuse and recycling plan shall be reviewed and
approved by the City's Resource Recovery and Recycling Division. All litter generated by the
food truck operation shall be picked up within a minimum of a 300 foot radius of the site prior to
closure of the food truck venue.
(i) Food Truck Venue Operations. The operation shall at all times be conducted in
a manner not detrimental to surrounding properties or residents by reason of lights, noise,
activities, parking or other actions. The applicant shall prohibit loitering at the site and shall
control noisy patrons on -site and those leaving the premises. No amplified music or•
loudspeakers shall be permitted. The operation shall at all times comply with the provisions of
the City's Noise Ordinance.
10
6) County Licensing. Each food truck shall be properly licensed by the Los Angeles
County Department of Public Health.
(k) Maximum Term. The term of the permit authorized by this Section for food
truck venues shall not exceed three (3) years. A new permit must be obtained to operate after the
expiration of the established term.
(l) Structures. No structures or improvements requiring a Building Permit may be
constructed for food truck venues authorized by this permit.
11