RRP Northampton Business Survey Report Prepared by FinePoint Associates MA DHCD RRP Program, Page 1
Northampton
Downtown Northampton Responses:82
Impacts of COVID-19
Decline in Business Revenue
82% of businesses generated less revenue in 2020 than they did in 2019.
For 65% of businesses, revenue declined by 25% or more.
Less Foot Traffic in Commercial Area
78% of businesses had less on-site customers in January and February of 2021 than before COVID.
68% of businesses reported a reduction in on-site customers of 25% or more.
This report provides the results of a business survey conducted during March and April of 2021. The survey
is part of a program launched by the Massachusetts Department of Housing and Community Development
to help communities develop Rapid Recovery Plans for downtowns and commercial districts. The survey
was directed to owners or other appropriate representatives of business establishments located in the
targeted commercial areas. (For Data Tables, see page 9.)
10%
6%
17%
22%
10%
33%
2%
Increased Stayed the
Same
Decreased
1 –24%
Decreased
25 –49%
Decreased
50 –74%
Decreased
75 - 100%
Don't
Know/NA
Revenue in 2020 Compared to 2019
5%
9%10%
24%
28%
16%
9%
More
Customers
About the
Same
1 –24%
Less
25 –49%
Less
50 –74%
Less
75 - 100%
Less
Don't
Know/NA
On-site Customers 2021 (Jan -Feb) vs. Pre-COVID
Prepared by FinePoint Associates MA DHCD RRP Program, Page 2
Impacts of COVID-19 (cont'd)
Reported Impacts
96% of businesses reported being impacted by COVID.
Operating Status
At the time of the survey, 79% of businesses reported they were operating at reduced hours/capacity or closed.
4%
73%
76%
40%
68%
88%
63%
84%
None of the Above
Established alternative mode to sell and deliver
products
Incurred expense to implement safety measures
Stopped/deferred rent or mortgage payments
Business closure (temporary or permanent)
Reduced operating hours/capacity
Employee layoff
Decline in revenue
COVID Impacts Reported by Businesses
% of Businesses
0%
5%
74%
21%
Permanently Closed due to COVID
Temporarily Closed due to COVID
Reduced Hours/Capacity due to COVID
Operating at Full Capacity
Current Operating Status of Businesses (March/April 2021)
Prepared by FinePoint Associates MA DHCD RRP Program, Page 3
Business Satisfaction with Commercial District
The charts below illustrate the average satisfaction rating among respondents regarding various elements.
Condition of Private Buildings, Facades, Storefronts, Signage
Weighted Avg
2.7
Safety and Comfort of Customers &
Employees
Very
Dissatisfied
Very
Satisfied
Proximity to Complementary
Businesses & Uses
Very
Dissatisfied
Very
Satisfied
Access for
Customers & Employees
Very
SatisfiedVery
Dissatisfied
Condition of Public Spaces,
Streets & Sidewalks
Very
Dissatisfied
Very
Satisfied
Condition of Private Buildings,
Storefronts, Signs
Very
Dissatisfied
Very
Satisfied
Prepared by FinePoint Associates MA DHCD RRP Program, Page 4
Business Satisfaction with Commercial District (cont'd)
Regulatory Environment
53% of businesses indicated that the regulatory environment poses an obstacle to business operation.
47%
9%
2%
7%
19%
33%
17%
10%
None - No Issues with Regs.
Other Regs.
Historic District Regs.
Allowed Use, Change of Use, Other Zoning Regs
Outdoor Dining or Selling Regs.
Parking Regs.
Signage Regs.
Licensing or Permitting Regs.
Regulations that Pose an Obstacle to Businesses Operation
% of Businesses
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Business Input Related to Possible Strategies
Physical Environment, Atmosphere and Access
The charts below illustrate the average rating among respondents regarding importance of various strategies.
Improvement/Development of Public Spaces & Seating Areas
Weighted Avg
3.2
Improvement of Streetscape & Sidewalks
Weighted Avg
3.5
Renovation of Storefronts/ Building
Facades
Improvements in Safety and/or
Cleanliness
Unimportant/ Very
Not Needed Important
Unimportant/ Very
Not Needed Important
Changes in Public Parking
Availability, Management or Policies
Unimportant/ Very
Not Needed Important
Amenity Improvements for Public
Transit/Bike Users
Improvement of Streetscape &
Sidewalks
Unimportant/ Very
Not Needed Important
Unimportant/ Very
Not Needed Important
Improvement/Development of Public
Spaces & Seating Areas
Unimportant/ Very
Not Needed Important
Prepared by FinePoint Associates MA DHCD RRP Program, Page 6
Business Input Related to Possible Strategies (cont'd)
Attraction/Retention of Customers and Businesses
The charts below illustrate the average rating among respondents regarding importance of various strategies.
More Opportunities for Outdoor Dining and Selling
Weighted Avg
3.7
Implementing Marketing Strategies for the Commercial District
Weighted Avg
3.8
More Cultural Events/Activities to
Bring People into the District
Recruitment Programs to Attract
Additional Businesses
Unimportant/ Very
Not Needed Important
Changes to Zoning or
Other Local Regulations
Unimportant/ Very
Not Needed Important
More Opportunities for Outdoor
Dining & Selling
Unimportant/ Very
Not Needed Important
Implementing Marketing Strategies
for the Commercial District
Unimportant/ Very
Not Needed Important
Creation of a District Management
Entity
Unimportant/ Very
Not Needed Important
Unimportant/ Very
Not Needed Important
Prepared by FinePoint Associates MA DHCD RRP Program, Page 7
Business Input Related to Possible Strategies (cont'd)
Businesses Support
65% of businesses expressed interest receiving some kind of assistance.
35%
22%
20%
27%
44%
11%
9%
None of the Above
Training on the Use of Social Media
Low-cost Financing for Purchasing Property in the
District
Low-cost Financing for Storefront/Façade
improvements
Participating in Shared Marketing/Advertising
Creating New Services such as Delivery
Setting Up an Online Store or Other Online Selling
Channel
Businesses Interested in Receiving Assistance
% of Businesses
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Business Characteristics
Business Size Business Tenure
38% of businesses are microenterprises (≤ 5 employees).75% of businesses rent their space.
Revenue Trend Prior to COVID
63% of businesses reported increase in revenue during the 3 years prior to COVID.
Own,
25%
Rent,
75%
Tenure
11%
27%28%
12%11%11%
1 2-5 6-10 11-20 21-50 > 50
Employees
Businesses by # of Employees
63%
5%
29%
2%
Increased Decreased Stayed the
Same
Don't
Know/NA
Revenue 3 Years Prior to COVID
35%
27%
10%
4%
5%
9%
6%
5%
0%
Retail
Food Service, Accommodation
Personal Service
Professional, Scientific, Technical, Legal
Finance, Insurance
Healthcare
Arts, Entertainment, Recreation, Fitness
Non-Profit, Community Service
Other
Businesses by Type
Prepared by FinePoint Associates MA DHCD RRP Program, Page 9
Business Survey Results - Data Tables
Northampton 82
1 9 11%
2 to 5 22 27%
6 to 10 23 28%
11 to 20 10 12%
21 to 50 9 11%
More than 50 9 11%
Total 82 100%
Own 20 25%
Rent 61 75%
Total 81 100%
Increased 52 63%
Decreased 4 5%
Stayed about the Same 24 29%
Don't Know/Not Applicable 2 2%
Total 82 100%
Retail (NAICS 44-45)29 35%
Food Service (restaurants, bars), Accommodation
(NAICS 72)
22 27%
Personal Service (hair, skin, nails, dry cleaning) (NAICS
81)
8 10%
Professional Scientific, Technical, Legal (NAICS 54)3 4%
Finance, Insurance (NAICS 52)4 5%
Healthcare (medical, dental, other health
practitioners) (NAICS 62)
7 9%
Arts, Entertainment, Recreation, Fitness (NAICS 71)5 6%
Non-Profit, Community Services 4 5%
Other 0 0%
Total 82 100%
Community Where Targeted Downtown or Commercial District is Located
1. Please select the community where your business is located.
Business Characteristics & Satisfaction with Commercial Area
2. Including yourself, how many people did your business employ prior to COVID (February 2020),
including both full-time and part-time?
3. Does your business own or rent the space where it operates?
4. During the 3 years prior to COVID, had your business revenue . . .?
5. Please select the category that best fits your business.
Prepared by FinePoint Associates MA DHCD RRP Program, Page 10
Condition of public spaces, streets, sidewalks
Very Dissatisfied 10 12%
Dissatisfied 25 30%
Neutral 17 21%
Satisfied 24 29%
Very Satisfied 6 7%
Total 82 100%
Condition of Private Buildings, Facades, Storefronts, Signage
Very Dissatisfied 4 5%
Dissatisfied 16 20%
Neutral 27 33%
Satisfied 31 38%
Very Satisfied 4 5%
Total 82 100%
Access for Customers & Employees
Very Dissatisfied 6 7%
Dissatisfied 8 10%
Neutral 23 28%
Satisfied 34 42%
Very Satisfied 10 12%
Total 81 100%
Safety and Comfort of Customers & Employees
Very Dissatisfied 8 10%
Dissatisfied 21 26%
Neutral 16 20%
Satisfied 27 33%
Very Satisfied 10 12%
Total 82 100%
Proximity to Complementary Businesses or Uses
Very Dissatisfied 1 1%
Dissatisfied 10 12%
Neutral 20 24%
Satisfied 41 50%
Very Satisfied 10 12%
Total 82 100%
6. Please rate your satisfaction with the following aspects of the Downtown or Commercial District
where your business is located.
Prepared by FinePoint Associates MA DHCD RRP Program, Page 11
Licensing or permitting regulations 8 10%
Signage regulations 14 17%
Parking regulations 27 33%
Outdoor dining or selling regulations 15 19%
Allowed uses, change of use or other zoning
regulations
6 7%
Historic District regulations 2 2%
Other regulations (not related to COVID)7 9%
None - No Issues with regulations 38 47%
Impacts of COVID
Decline in revenue 69 84%
Employee layoff 52 63%
Reduced operating hours/capacity 72 88%
Business closure (temporary or permanent)56 68%
Stopped/deferred rent or mortgage payments 33 40%
Incurred expense to implement safety measures 62 76%
Established alternative mode to sell and deliver
products (on-line platforms, delivery, etc.)
60 73%
None of the Above 3 4%
Increased compared to 2019 8 10%
Stayed about the same as 2019 5 6%
Decreased 1 – 24% compared to 2019 14 17%
Decreased 25 – 49% compared to 2019 18 22%
Decreased 75 - 100% compared to 2019 8 10%
Decreased 50 – 74% compared to 2019 27 33%
Don't Know/Not Applicable 2 2%
Total 82 100%
More customers than before COVID 4 5%
About the same number as before COVID 7 9%
1 – 24% less customers than before COVID 8 10%
25 – 49% less customers than before COVID 20 24%
50 – 74% less customers than before COVID 23 28%
75 – 100% less customers than before COVID 13 16%
Don't Know/Not Applicable 7 9%
Total 82 100%
10. Please estimate how the number of customers that physically came to your business in January and
February 2021 compares to before COVID.
7. Do any local regulations (not related to COVID) pose an obstacle to your business operation?
8. Did your business experience any of the following due to COVID? Select All that apply.
9. How did your 2020 business revenue compare to your 2019 revenue?
Prepared by FinePoint Associates MA DHCD RRP Program, Page 12
Operating at full capacity 17 21%
Operating at reduced hours/capacity due to COVID 61 74%
Temporarily closed due to COVID 4 5%
Permanently closed due to COVID 0 0%
Total 82 100%
Renovation of Storefronts/Building Facades
Unimportant/Not Needed 8 10%
Of Little Importance or Need 18 23%
Moderately Important 24 30%
Important 25 31%
Very Important 5 6%
Total 80 100%
Improvement/Development of Public Spaces & Seating Areas
Unimportant/Not Needed 3 4%
Of Little Importance or Need 13 16%
Moderately Important 19 23%
Important 30 37%
Very Important 17 21%
Total 82 100%
Improvement of Streetscape & Sidewalks
Unimportant/Not Needed 1 1%
Of Little Importance or Need 12 15%
Moderately Important 16 20%
Important 22 28%
Very Important 29 36%
Total 80 100%
Improvements in Safety and/or Cleanliness
Unimportant/Not Needed 3 4%
Of Little Importance or Need 8 10%
Moderately Important 13 16%
Important 25 31%
Very Important 32 40%
Total 81 100%
11. At the current time, what is the status of your business operation?
Strategies for Supporting Businesses and Improving the Commercial District
12. A few approaches to address Physical Environment, Atmosphere and Access in commercial districts
are listed below. Considering the conditions in your commercial area, in your opinion, how important
are each of the following strategies?
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Changes in Public Parking Availability, Management or Policies
Unimportant/Not Needed 2 2%
Of Little Importance or Need 15 18%
Moderately Important 16 20%
Important 19 23%
Very Important 30 37%
Total 82 100%
Amenity Improvements for Public Transit Users and/or Bike Riders
Unimportant/Not Needed 10 12%
Of Little Importance or Need 18 22%
Moderately Important 19 23%
Important 15 19%
Very Important 19 23%
Total 81 100%
More Cultural Events/Activities to Bring People into the District
Unimportant/Not Needed 0 0%
Of Little Importance or Need 5 6%
Moderately Important 14 17%
Important 33 40%
Very Important 30 37%
Total 82 100%
More Opportunities for Outdoor Dining and Selling
Unimportant/Not Needed 2 2%
Of Little Importance or Need 6 7%
Moderately Important 15 18%
Important 28 34%
Very Important 31 38%
Total 82 100%
Implementing Marketing Strategies for the Commercial District
Unimportant/Not Needed 0 0%
Of Little Importance or Need 10 12%
Moderately Important 11 13%
Important 28 34%
Very Important 33 40%
Total 82 100%
13. A few approaches to address Attraction and Retention of Customers and Businesses in commercial
districts are listed below. Considering the conditions in your commercial area, in your opinion, how
important are each of the following strategies?
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Recruitment Programs to Attract Additional Businesses
Unimportant/Not Needed 1 1%
Of Little Importance or Need 7 9%
Moderately Important 12 15%
Important 32 39%
Very Important 30 37%
Total 82 100%
Changes to Zoning or Other Local Regulations (not related to COVID)
Unimportant/Not Needed 6 8%
Of Little Importance or Need 28 35%
Moderately Important 27 34%
Important 9 11%
Very Important 9 11%
Total 79 100%
Creation of a District Management Entity (Business Improvement District or other organization)
Unimportant/Not Needed 12 15%
Of Little Importance or Need 12 15%
Moderately Important 21 27%
Important 21 27%
Very Important 13 16%
Total 79 100%
Setting up an online store or other online selling
channel
7 9%
Creating new services such as delivery 9 11%
Participating in shared marketing/advertising 36 44%
Low-cost financing for storefront/façade
improvements
22 27%
Low-cost financing for purchasing property in the
commercial district
16 20%
Training on the use of social media 18 22%
None of the above 29 35%
14. Are you interested in receiving assistance for your business in any of the following areas? Select All
that Apply.
Prepared by FinePoint Associates MA DHCD RRP Program, Page 15
More support for the unhoused and more officers on foot patrol so as to direct panhandlers to social services and
otherwise dissuade them from hassling pedestrians and making our downtown feel unsafe
Problem with homeless people who ask for money. Don’t have a solution.
Jake’s Restaurant
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A.P.E.
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15. Please list any specific suggestions or ideas for possible projects, programs or actions that could help
support businesses and improve the commercial district. (Optional)
Comments
Northampton Center for the Arts, Inc.
I think the town needs to do something about Monopoly owner Eric Suher, he is destroying the town with empty spaces
and high rents
—
Just keep listening to the business.
Fitzwilly's Restaurant
Attact non dispensary, entertainment and food business. Seek out interesting and necessary retail businesses. No one
needs downtown services right now. All the useful businesses are gone.
*Signage/Large outdoor maps to direct tourists to shops/restaurants *Eliminate metered parking tickets *Utilize empty
storefronts for public art projects and/or teaming up with local schools
Everywhere I go, people tell me that they no longer come to Northampton because of the panhandlers and how unsafe
and unrespected they feel walking around Northampton.
—
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Better parking
Eastside Grill
Too much loitering and no plan to deal with it. People with addiction and mental health issues should not be self
"medicating" on our sidewalks.
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Keep Main St wide as present
close the center of town from Thornes to Sweeties to traffic, increase outdoor arts, entertainment and dining, add public
parking to police/courthouse facilities
Prepared by FinePoint Associates MA DHCD RRP Program, Page 16
City attorney should be replaced. Board of Health unresponsive. Building Department not responsive. City Government
often unresponsive.
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Need to clear up the graffiti around downtown. Ban smoking downtown
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Improve parking- visible bike racks - better street signage for parking options
Open chamber of commerce, support mask wearing
1. Safer access for bicycle riders on Main St. 2. Create alternatives for homeless people so that they are less of a
presence downtown.
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I loved the refit of downtown last year: the bike lane, the parallel parking, offering businesses more space for outdoor
usage - fresh & forward thinking. Bring it back!
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City wide marketing campaign, help get the music venues open, help the homeless find homes, drug addiction outreach
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Bring back to downtown practical businesses, eg family clothing, hardware, practical home needs - things for citizens, not
just visitors/tourists
Brits R U.S
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Great Specs
—
Deal with unrented empty storefronts on the first floor level. Specifically implement a fee or fine for leaving ground level
storefronts empty for a long period of time.
—
How to deal with panhandlers and loitering which deter customers from coming downtown to do business in our shops.
free/reduced fee legal work to help small business owners negotiate leases, free/reduced fee accounting/bookkeeping
help for businesses who have reopened and had to pivot their business model
—
Prepared by FinePoint Associates MA DHCD RRP Program, Page 17
Shared st space & st closures. Events directed to lower main and not just upper main. City beautification (flowering trees)
trash mngmnt, clean alleys, graffiti clean up. Address houselessness.
Additional tourism marketing to draw visitors. Policies to encourage vacant properties to be rented; eg. tax penalty on
downtown property vacancies of longer than 2 years
—
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Moshi Moshi Japanese resaturant
—
Make Main Street less of an eyesore and tripping hazard
Sarah's Pet Services
—
improved parking limits, street cleaning/trash removal and higher business occupancy rate
—
Better snow clearing in winter
—
support "Picture Main Street"
Aid to new businesses to encourage startups. Incentive for filling long-term vacant storefronts. Lift ban on food trucks in
the downtown area. Anything to get people to the area is good.
More collaboration with the University and 5 Colleges
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Please keep parking in main st & improve bike trail for bikers - keep bikers going around town as opposed to thru
I believe that free parking would help encourage folks to spend more time downtown
I want to maintain two lanes of traffic in either direction on Main Street. I want to maintain current parking spaces and
angled parking.
Prepared by FinePoint Associates MA DHCD RRP Program, Page 18
Citywide bounce back coupon using the Chamber gift card. Spend $X at any area business and get a $10 Chamber gift
card to use at any other area business.
Salon Herdis Inc.
Changes Salon
Social services to help the mentally ill and homeless that hang out downtown
Urban Outfitters
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