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2020Prepared by:City of CambridgeCommunity Development DepartmentEconomic Development Division
AcknowledgmentsExecutive OfficeCity CouncilCommunity Development DepartmentLouis A. DePasquale, City ManagerLisa Peterson, Deputy City ManagerSumbul Siddiqui, MayorAlanna M. Mallon, Vice MayorDennis J. CarloneMarc C. McGovernPatty M. NolanE. Denise SimmonsJivan Sobrinho-WheelerTimothy J. Toomey, Jr.Quinton Y. ZondervanIram Farooq, Assistant City ManagerKhalil Mogassabi, Deputy Director & Chief PlannerSandra Clarke, Deputy Director & Chief of AdministrationLisa Hemmerle, Director of Economic DevelopmentAbigail Bliss, Economic Development InternChristina DiLisio, Associate Economic Development SpecialistMichael Rosenberg, Economic Development InternPardis Saffari, Senior Economic Development ManagerBonnie-May Shantz, Economic Development SpecialistIn this ReportNeighborhood Contextpp. 4-5Key Findings and Opportunitiespp. 6-7What We Heard from Merchants pp. 8-9What We Heard from Shopperspp. 10-11Data Appendixpp. 12-15Existing conditions, business data, opportunities, and qualitative depictions ofthe Porter Square & Lower Massachusetts Ave. neighborhoods were gatheredfrom roughly 452 surveys of neighborhood businesses, shoppers, workers, andresidents. Additional data was collected from a quarter-mile walking distance(“walk-shed”) around the commercial district. The boundaries of trade area dataand the survey methodology can be found on page 12 of this report.
Purpose of the District AssessmentThe purpose of the Porter Square & Lower MassachusettsAve. Commercial District Assessment is to highlight theneighborhoods’ existing business landscape and consumercharacteristics. This assessment provides the City, localbusinesses, and local property owners with a betterunderstanding of how Porter Square & Lower MassachusettsAve. visitors and residents utilize the district and how theywould like the district to evolve in the future. Data in thisreport will also assist business owners seeking a location inPorter Square & Lower Massachusetts Ave. and help currentbusiness owners understand potential opportunities forgrowth.Key issues and opportunities identified in this assessmentwill help prioritize the City’s and local businesses’ initiativesand serve as an informational and marketing resource for theneighborhood.
ABOUT PORTER SQUARE & LOWER MASSACHUSETTS AVE.BackgroundNotable PlacesPORTER SQUARE T STOPPorter Square and Lower Massachusetts Ave. are lively neighborhood districts with a mix ofacademic, residential, and ground floor retail that contribute to a strong sense of neighborhood inthe area. With links to the subway, bus, and commuter rail, Porter Square and Lower MassachusettsAve. are both local and regional shopping destinations with a mix of large and small ground floorretailers and restaurants. Porter Square Shopping Center and Porter Exchange provide stronganchors for the area, with a variety of dining, personal services, and general merchandise neededfor everyday life.Porter Square and Lower Massachusetts Ave. border the residential neighborhoods of NorthCambridge, Agassiz and Neighborhood Nine, and have a major academic presence from staff andstudents at Lesley University and Harvard University, who benefit from the neighborhood retailers,restaurants, and service providers located in the district.DemographicsLUNDER ARTS CENTERMore than 20,000 residents of both Cambridge and Somerville call the Porter Square and LowerMassachusetts Ave. areas home (see page 12 for the area boundary). The districts’ populationcontinues to evolve, with African-American/Black (5%), Asian (16%), and Hispanic (4%) residentscontributing to their diversity. The daytime population (9,029 workers)1 and over 6,379 Lesleystudents2 brings additional energy during the week to shop, dine, and work. For more information onPorter Square and Lower Massachusetts Ave. demographics, see page 12.Future OpportunitiesNORTH CAMBRIDGESENIOR CENTERCAMBRIDGE COMMONThe growth of Porter Square and Lower Massachusetts Ave. as districts is tied to a unique set ofcharacteristics that have been cultivated over time: a strong history, transit connectivity, and beingan academic hub. In recent years, new hotel, academic, and residential development has broughtnew economic activity to the neighborhood, increasing the resident, student, and tourist populations.With this new growth, the community has an increased desire for new food and retail options. Inorder to accommodate the desire for new types of retail, Community Development Department’sEconomic Development Division staff works with neighborhood retailers and residents to supportcurrent businesses and new ground floor uses in the Porter Square and Lower Massachusetts Ave.commercial districts.The City is committed to improving mobility for all. Starting in 2018, the City implemented multimodal intersection safety improvements in Porter Square. The project included updated signalequipment, including bike signals and right turn signals, improved bicycle lanes on MassachusettsAve. and Somerville Ave., updated lane markings to reduce driver confusion, and improved signaltiming and coordination to reduce delay for businesses and vehicles. The City will continue to reviewand implement strategies to improve transportation throughout the neighborhood.1 - ESRI Community Analyst, (November 2019). 2- Town Gown Report (2019)Photos: Nicolaus Czarnecki, Kyle Klein , Susan P. Pacheco4
NEIGHBORHOOD CONTEXTKeyItemsPoint ofInterestTransit Scores*Bike Score95Walk Score92Transit Score76*Note: These scores reflect howwell a location is served bypublic transportation on a scalefrom 0 to 100.T StopTransportation4Parking(77, 83, 87, 96)T Stop(Red Line/CommuterRail)7,968*WeekdayRiders*Note: This number does notinclude the Commuter RailBus StopBus RouteNeighborhoodAssociationBluebikesStations4 BusRoutes1BluebikesStationT RouteAgassiz Baldwin Community210PublicMeterSpacesPorter SquareNeighborhood AssociationCommunity EventsAnnual NeighborhoodClean Up (August)Late Night ShoppingMadness (December)Sources: MBTA, Walk Score, City of Cambridge Open Data, MBTA5
KEY FINDINGSIdentified through District Assessment SurveysStrengthsMany local, longstanding businessesAccessible to a variety of residentialneighborhoods in Cambridge and SomervilleAnchor institutions (Lesley University andHarvard University)Increase in tourism, encouraged by two newhotelsExcellent accessibility via foot, bus, subway,bicycle, and carDestination for daily conveniences (e.g.grocery store, pharmacy, etc.)ChallengesDistrict navigation needs improvementChanging demographics and consumerpreferences require longstanding businessesand district retail mix to adapt in order to betterserve a changing clientelePhotos: Molly Atkin, Nicolaus Czarnecki, Kyle Klein, Pardis Saffari, Blue Bikes6Competition from commercial districts nearby(Davis Square, North Cambridge, HarvardSquare)
OpportunitiesIdentified through District Assessment SurveysContinue to support and offer services forbusiness owners that plan on growing in placeImprove pedestrian and cyclist safety, mobility,and transit operations along MassachusettsAve., especially at the Massachusetts. Ave./Somerville Ave. intersectionReview the district’s zoning to expand theallowable uses in area to meet needs ofconsumers (i.e. more food options, art venues)Add wayfinding and beautification elements tothe Masssachusetts Ave. corridorPhotos: Molly Akin, Nicolaus Czarnecki, Pardis Saffari7
BUSINESS LANDSCAPEGround Floor Business Inventory5%*176ess LandscapeTotal Number of StorefrontsStorefront Vacancy*Note: Numbers are based on a ground floor storefront survey conducted inAugust 2019. Some of the vacant properties were under lease negotiations attime of the survey. For a current list of vacancies, please go towww.cambridgema.gov/vacantstorefrontStorefront & Retail MixRestaurant/BarRetailPersonal ServicesBankBarber/Hair SalonCaféVacantFitnessClothingDry Cleaning/LaundryHome GoodsMedical ServicesOfficesConvenience Store/PharmacyAcademicGovermentIce Cream/Frozen YogurtLiquor StoreArt Gallery/Crafts SupplyAuto/Gas 22333334444467891010Source: Porter Square/ Lower Mass. Ave. Storefront Inventory Survey September 2019Photos: Molly Akin, Pardis Saffari818224025
BusinessesWhat We Heard From Porter Square & Lower Massachusetts Ave. Business OwnersHow many years have you been inbusiness here?How many employees do you have?1510Average1048%Do you Own or Rent your property?86Median22%30%70%OwnRent42011%0 to 28%11%7%3 to 56 to 9Over the past year, has your businessimproved, stayed the same, decreased?10 to 1920 YearsWhat changes (if any) do you think need tooccur on or around your corridor to attractmore shoppers?*48%30%22%ImprovedStayed the SameDecreasedWhat kind of resources would help yougrow your business?*% Merchants% BusinessesParking70%Marketing Support41%Community Events/Marketing33%Assistance with Regulatory Compliance15%Storefront Improvements22%Financing15%Safety15%Training for Staff11%Sanitation11%Parking4%Business to Business Communication11%Legal/Lease Support4%*Note: Respondents were allowed to choose more than one answer, totals may be more than 100%What changes would you suggest to improve Porter Square and Lower Masssachusetts Ave.for residents , pedestrians, and shoppers?SIGNAGEDISTRICT VISIBILITYPARKINGACTIVE & DIVERSESTOREFRONTSSource: Porter Square/ Lower Mass. Ave. Business Owner Survey - 27 Responses [18 Porter Square, 9 Lower Mass. Ave.]( September 2019)9
CUSTOMER OUTLOOKWhat We Heard From ShoppersWhat is your primary purpose for being inPorter Square/Lower Massachusetts Ave.?187Shopping/ServicesDiningRecreation (Gym/Hangout)WorkTransportationSchoolWhat are the most common items youpurchase in Porter Square/Lower Massachusetts Shopping/Services61Event/MeetingVisiting family/friendsResident1Did Not Disclose82Did Not DiscloseWhat are the most common services you use inPorter Square/Lower Massachusetts Ave.?*% Shoppers% ShoppersFood/Groceries84%Restaurant (Sit-Down)62%Books/Gifts28%Restaurant (Take-Out)50%Home Goods28%Pharmacy38%Beauty/Personal Care Products26%Hair afts20%Dental11%Clothing10%Music/Performing Arts Venue7%Medical7%Accessories6%*Note: Respondents were allowed to choose more than one answer, totals may be more than 100%If not Porter Square/Lower Massachusetts Ave., where do you shop?Elsewhere in Cambridge29%Somerville23%Online23%Source: Porter Square/Lower Mass. Ave. Customer Intercept Survey (September 2019)10Other Communities18%Boston8%Note: Percentages forthese categories are basedon the 53% of survey respondents who respondedto this question. 47%Did not respond to thisquestion.
What We Heard From ShoppersHow do you usually travel to get toPorter Square/Lower Massachusetts Ave.?*What new businesses would you like to see?% r/Lyft/Taxi3%18%16%Clothing10%14%BluebikesCompany ShuttleGrocery/Specialty Food12%24%5%OwnLocal Diverse Retail35%33%CarpoolBikeMore Food Options3%0%Did not RespondCafé7%Note: Percentages for these categories are based on the 66% of surveyrespondents who responded to this question. Respondents were allowed tochoose more than one answer, totals may be more than 100.33%What would make you shop here more?How often do you usually go shopping inPorter Square/Lower Massachusetts Ave.?Daily/Almost Daily3-5 Times/WeekOnce a Week2-3 Times/MonthDiverse Local Retail MixMore Food OptionsAffordable OptionsGrocery25%14%13%12%(Quick Service and Sit-Down)Once a monthDid not Respond40%Rarely/NeverNote: Percentages for these categories are based on the 66% of surveyrespondents who responded to this question. Respondents were allowed tochoose more than one answer, totals may be more than 100.What changes would you like to see?When do you usually go shopping inPorter Square/Lower Massacshuetts Ave.?*% ShoppersWeekdays40%Weekday Nights19%Weekends24%Weekend NightsNo Set Time7%31%Improve PedestrianExperienceNone/Happy As IsLess Traffic/Safer RoadsBetter ting/Trees)Did not Respond41%Note: Percentages for these categories are based on the 59% of surveyrespondents who responded to this question. Respondents were allowed tochoose more than one answer, totals may be more than 100.*Note: Respondents were allowed to choose more than one answer, totals may be more than 100%Source: Porter Square/Lower Mass. Ave. Customer Intercept Survey (September 2019)11
DATA APPENDIXSurvey MethodologyA variety of City staff and volunteers surveyed people in Porter Square/Lower Massachusetts Ave. over two weeks in September 2019 duringpeak times: morning, mid-day, and evening. We received 452 surveysfrom this effort. Additionally, City staff conducted a merchant survey. Themerchant survey was conducted online and in person, and was availablefor 4 weeks, beginning in mid-August. We received 27 responses to thebusiness owner survey.Context AreaThe Porter Square/Lower Massachusetts Ave. area is defined in two waysin this report. The “Context Area” outlined in the map below refers to thecommercial district boundaries identifying the greatest concentration ofbusinesses in the area. The data presented in the Ground Floor BusinessInventory on p.8 refers to businesses located in the Context Area; allsurveys were distributed and taken within this boundary. The “Trade Area”represents the location of the residents who live within a quarter milefrom the Context Area and are most served by the commercial district.Demographic responses are reflected in the report’s Appendix, pages14-15.Trade AreaDemographicsTotal Population20,464Porter Square/LowerMassachusets Ave.117,146Cambridge6,958,093MassachusettsAverage Household SizeSelect graph by clickingthe cirlces with theselection tool. Right clickand click data, adjust thenumbers.1.94Porter Square/LowerReposition circles asneeded and update theMassachusetts Ave.lables to match.2.02Cambridge2.50MassachusettsCommuting Patterns5,983Context Area9,029WorkTrade AreaLive216Live WorkSomervilleMASS5,983216AVE9,029Live & Work in PorterSquare/Lower Mass.Ave.Live in Porter Square/Lower Mass. Ave., workelsewhereMASS AVESource: OnTheMap data 2017Data based on Origin Destination EmployerStatisticsMedian HouseholdIncome* 80,774Porter Square/Lower Mass. Ave. 84,738Cambridge 77,518MassachusettsSource: ESRI Community Analyst: US Census 2010 ESRI 2019 Estimates (November 2019), City of Cambridge Open Data, City of Somerville Open Data.*Data does not include people who live in group quarters.12Work in Porter Square/Lower Mass. Ave., liveelsewhere
Porter Square & Lower Mass. Ave. Retail Opportunity 525 M 238 M 287 Mspent by residents on goodsand services each yearmade in retail sales by localbusinesses each yearspent outside of Porter Square/Lower Mass. Ave. by residentseach yearRetail Leakage & SurplusRetail leakage and surplus occurs when there is a difference between the estimated spending by local residents ongoods/services and the estimated sales by local businesses. Retail leakage is when the local consumer demand for goodsexceeds the supply in the trade area. This results in residents leaving the trade area for these goods, or seeking anothersource to obtain it (see “if not Porter Square/Lower Mass. Ave., where do you shop?” pg. 10). Retail surplus is when thelocal supply exceeds demand in the trade area. This can signify that businesses are attracting consumers from outside thetrade area.LeakageSurplusGeneral Merchandise Stores 57.9 MGrocery Stores 39.3 MClothing Stores 17.5 MFurniture Stores 11.6 MHealth & Personal Care Stores 9.6 MAuto Parts, Accessories & Tire Stores 7.2 MOther Miscellaneous Store Retailers 6.1 MElectronics & Appliance StoresJewelry, Luggage & Leather Goods StoresShoe StoresOffice Supplies, Stationery & Gift Stores 5.3 M 4.6 M 3.7 M 2.0 MBeer, Wine & Liquor Stores 1.5 MFlorists 1.0 MDrinking Places - Alcoholic BeveragesSpecialty Food Stores 0.6 M- 0.04 MUsed Merchandise Stores- 0.8 MSporting Goods/Hobby/Musical Instr Stores- 7.0 MBook, Periodical & Music Stores- 9.4 MRestaurants/Other Eating Places- 14.6 MSource: ESRI Community Analyst (November 2019)13
SOMERVILLESurvey Respondent LocationsThe map below shows the home location of surveyparticipants. They provided their home location by zipcode and the most frequent are mapped here. 434(96%) survey respondents shared their zip LessPeople49%Cambridge ResidentsSource: Porter Square/Lower Mass. Ave. Customer Intercept Survey (September 2019), Massachusetts GIS14NOT PICTURED:Respondent home zip codes located inother areas of MA, CA, and NY
DemographicsShoppers Porter Square & Lower Mass . Ave. CambridgeRELATIONSHIP TO SQUAREWhat is your relationship to PorterSquare/Lower Mass. Ave.?% ShoppersResident45%Worker11%Other4%Did not Disclose40%AGEWhat is your age?% Shoppers% Porter Square% Cambridge60 0-2921%31%29% 196%10%16%Did not Disclose2%XXRACE ETHNICITYWhat is your race or ethnicity?% Shoppers% Porter Square% CambridgeAmerican Indian/Alaskan Native0%0%0%Asian9%16%20%Black/African anic5%2%4%Mixed/Multi-racial5%4%4%Did not Disclose4%XXWhat is your gender?% Shoppers% Porter Square% CambridgeFemale34%53%51%Male61%47%49%Other2%XXDid not Disclose3%XXSource: ESRI Community Analyst: US Census 2010 ESRI 2019 Estimates (November 2019), Porter Square/Lower Mass. Ave. Customer Intercept Survey(September 2019)15
PORTER SQUARELOWER MASS AVECAMBRIDGEThe Community Development Department (CDD) is the planning agency for the City of Cambridge. Withfive programmatic divisions, Community Planning, Housing, Economic Development, Environmentaland Transportation Planning and Zoning and Development, CDD takes an interdisciplinary approachto manage and guide physical change in a manner consistent with the City’s priorities, engaging andcollaborating with community partners and other government agencies to make Cambridge a desirableplace to live and work.CDD’s Economic Development division is responsible for a wide range of activities designed to meet theCity’s need for a diversified and thriving economic base. We promote Cambridge’s commercial districts;cultivate a supportive environment for small businesses and women and minority-owned businesses;and market Cambridge as a desirable business location. We offer a variety of resources and services,including site search and selection assistance, one-on-one meetings with staff, business workshops andclasses, expert consulting services, and grants for accessibility, interior, and storefront improvements.For more information:cambridgema.gov/businessSourcesESRI and Infogroup, Inc. November 2019 ESRI Retail MarketPlace Profile.ESRI and U.S. Census Bureau. November 2019 ESRI Community Profile.U.S. Census Bureau. 2017. OnTheMap Application.Photo Credits: Nicolaus Czarnecki, Gretchen Ertl Photography; Kyle Klein Photography; Molly AkinPhotography; Susan P. Pacheco, Pardis Saffaricambridgema.gov/cdd
understanding of how Porter Square & Lower Massachusetts Ave. visitors and residents utilize the district and how they would like the district to evolve in the future. Data in this report will also assist business owners seeking a location in Porter Square & Lower Massachusetts Ave. and help current
