StrataGist
Local Perspectives On National Trends (Southern Oregon)
Over a one-week period in August 2008, researchers at Feed-back.com conducted an informal survey with several Rogue Valley businesses. The objective was to identify business volume changes from 2007 to 2008. Survey results and assessments are presented below.
Half Of Surveyed Rogue Valley Businesses Report Steady Or Growing Volumes
In July, our Person-on-the-Street survey indicated that 41% of participants had reduced the number of weekly trips they took since the previous summer. Estimated vehicle miles traveled in the Western region of the United States declined 4.7% in June 2008, according to preliminary statistics released in mid-August 2008 by the U.S. Department of Transportation.[1]
Survey Details
An obvious expectation is that reduced driving will adversely affected retail sales. To get an answer, a follow-up survey was conducted with various types of businesses in downtown Ashland and three Medford locations (downtown, a mid-town shopping center, and a large mall). Within the pool of 30 businesses, there were:
- Two large retailers
- Two copying / printing shops
- Three computer / electronics stores
- Five jewelry / gift shops
- Five game / music / toy / video stores
- Eight apparel / shoe stores
Four of the six Ashland businesses combined clothing with something else (e.g., imported apparel and gifts, organic children's clothing and toys, etc.), while the other two focused on jewelry.
Survey Findings
Approximately 13% of respondents estimated that their businesses had grown. Two attributed the 50% increase they experienced to store relocations. A slightly higher portion of the remaining respondents (47%) reported reduced business volumes. The rest (40%) were doing the same as last year. When prompted to explain the differences, 37% cited gas prices, while 43% attributed the change to the slow economy, and 8% did not respond or offered some other explanation (e.g., highly specialized clientele, expansion/relocation, etc.).
When questioned about efforts to improve business, 40% indicated they were advertising via radio, television, and/or newspaper. According to personnel at one large retailer, there were 200 - 300 fewer customers per day this July and August than in 2007.
[1] June 2008 Traffic Volume Trends, Federal Highway Administration.
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