DOWNTOWN REVITALIZATION –
SUMMER 2013 PROGRAM
ENGAGEMENT SURVEYS AND
SUPPLY AND DEMAND ANALYSIS
Prepared for:
Town of Sylvan Lake
4926 – 50th Avenue
Sylvan Lake, AB T4S 1A1
Prepared by:
Canadian Ventures Inc.
Suite 300, 5 Richard Way SW
Calgary, AB T3E 7M8
August 14, 2013
Town of Sylvan Lake – Downtown Revitalization
Table of Contents
Table of Contents
A.
Preamble
1
B.
Work Plan
1
C.
Engagement Surveys
2
Appendix B:
Schedule 2: NAICS Codes of Downtown Businesses (Sorted)
Visitor/ Tourist Survey and Analysis
Demand and Supply Analysis
Town of Sylvan Lake Downtown District
Schedule 1: NAICS Codes of Downtown Businesses
Resident Survey and Analysis
D.
Appendix A:
13
NAICS of Downtown District Businesses
Schedule 3: Consumer Segment Niches
Schedule 4: Goods & Services Niches
Schedule 5: Engagement Surveys Target Businesses
Retail and Service Business Opportunities
Appendix C:
Customer Segment Niches
References
Goods and Services Niches
Engagement Surveys Target Businesses
E.
Summary
15
Supporting Materials
Figures:
Resident Survey: Questions 1 to 17
Visitor/ Tourist Survey; Questions 1 to 16
Tables
Table 1: NAICS Sectors and Sub-sectors in Downtown
Table 2: Engagement Surveys Target Businesses
Prepared by Canadian Ventures Inc.
Page |i
Town of Sylvan Lake – Downtown Revitalization
Preamble and Work Plan
A. Preamble
B. Work Plan
In the fall of 2012, the Town of Sylvan Lake (or the “Town”) retained
Canadian Ventures Inc. (or “CVI”) to develop a Downtown District
Revitalization Program in concert with the Sylvan Lake Chamber of
Commerce (or the “Chamber”). This program entailed the following
work plan:
Plenary Sessions

Research of the current business and building inventory and
compilation of related retail/service business ideas for
revitalization.

Preliminary business mix to assess potential niches, specialized
product/ service categories and consumer market segments.

Stakeholder
interviews
with
Town
and
Chamber
representatives, and business owners and landlords/property
owners.

Surveys of business owners and landlords/ property owners
developed as online SurveyMonkey™ surveys and print
versions.

Briefing to the Town and Chamber outlining the research,
analysis and recommendations for a workshop and
revitalization guide.

Workshop for stakeholders including Town and Chamber
representatives, business owners and landlords/property
owners.

Revitalization Guide highlighting measures and practices that
could be implemented to revitalize the overall business climate
in the Downtown District.
As a follow-up, CVI was retained in the spring of 2013 to undertake
further engagement surveys, analyse the Downtown District business
mix, and indentify retail and service business opportunities.
Prepared by Canadian Ventures Inc.

The Town prepared a map the Downtown District as provided
in Appendix A.

Four plenary sessions were held in the Town over the project
period. A series of seven (7) Project Memoranda were
prepared by CVI for progress reporting purposes.
Resident and Visitor/ Tourist Engagement

Survey respondent profiles, data objectives, survey methods,
milestones, and schedules were discussed and finalized.

Resident and Visitor/ Tourist Surveys were prepared by CVI,
reviewed with the Town and finalized as nineteen (19) and
sixteen (16) question surveys, respectively. Then, both surveys
were entered in SurveyMonkey™ by the Town.

The Resident Survey was posted on the Town’s website and
promoted to residents, and the Town’s Beach Ambassadors
deployed the Visitor/ Tourist (intercept) Survey.
Demand and Supply Analysis

Business license information was provided for the Downtown
District with business names and types of businesses as
of May 24, 2013.

An Excel© database was created using the North American
Industry Classification System (NAICS) for the businesses.

Economic development methodologies were applied to
analyse the business mix and target business opportunities.

Survey results were used to identify further target businesses
that respondents desired in the Downtown District.

Canadian franchises and regional businesses were researched
for the target retail and services businesses.
Page |1
Town of Sylvan Lake – Downtown Revitalization
Engagement Surveys
C. Engagement Surveys

A postcard notice was prepared and mailed to some 5,200
Town households to encourage their response;
Resident Survey and Analysis

Resident Survey
The survey was posted on the Town’s website under “What’s
Happening” with an invitation for residents to participate;

CVI undertook extensive research on economic development studies
and reports pertaining to consumer surveys and the uniqueness of the
market and consumers in small town commercial districts.
The survey was promoted on the Town’s Facebook© page,
Twitter feed, and in the Sylvan Lake News;

Four CVI representatives canvassed the Lakeside and Ryder’s
Ridge communities for residents to participate;
The overall objectives of the Resident Survey were to:

The Town’s Beach Ambassadors polled the Hewlett Park and
Fox Run communities to raise awareness of the Resident Survey.

Provide insights on when, why, how, and for what do
residents of the Town shop in the Downtown District;

Reveal residents’ attitudes toward the Downtown District and
how these opinions affect their shopping habits;

Poll Town residents on the retail and service businesses they
would like to see in the Downtown District;

Gather household demographic data of interest to existing
and potential businesses for business attraction purposes;

Query Town residents on their leisure as well as arts, culture
and entertainment household activities; and
Following is a synopsis of the analysis of responses to questions in the
Resident Survey.

Request comments and suggestions from respondents
regarding revitalization of the Downtown District.
Q.1
An initial draft survey was prepared by CVI and submitted to the Town
for review and comments. At a Plenary Session, the survey was
reviewed relative to the above objectives and then completed in final
form. The survey consisted of eighteen (18) questions; primarily
checklist-type questions, with some open-ended response sections and
concluded with a final open-ended question that allowed respondents
to express their opinions on revitalization of the Downtown District.
Implementation of the Resident Survey followed the following steps
and procedures:

The survey was completed, then approved by the Town and
entered by the Town into SurveyMonkey™;
Prepared by Canadian Ventures Inc.
Survey Analysis
From a total of some 5,200 households in the Town, a total of 499
surveys were completed over a four week period.
According to SurveyMoney™, responses in the order of 500 for a
population or some 5,200 households translate to a Confidence Level
of 95% and Margin of Error of less than 5%.
How often do you eat out in Sylvan Lake?
- Only 13% reported once a week, 29% 1-3 times a month and
30% once every three months, with the most common meals
being lunch (23%) and supper (25%).
- For all meals (breakfast, lunch, dinner and late-night snack),
overall 21% responded that they never eat in restaurants
downtown.
Q.2
How often do you dine out in Red Deer?
- The responses for each household were: i) 5 or more times a
week (<1%), ii) 2-3 times a week (8%), iii) once a week (12%),
iv) 1-3 times a month (39%), once every few months (37%),
and never (4%).
Page |2
Town of Sylvan Lake – Downtown Revitalization
Engagement Surveys
Q.3
What type of restaurants would you most like to see in
Downtown Sylvan Lake?
Q.4
If you shop at the following locations/stores instead of
Downtown Sylvan Lake, what are reasons why?
- The following chart displays those types of restaurants that
received a 10% or greater response rate.
Neither
Bakery
Family Restaurant
Better Price
Franchise Restaurant
Organic/Healthy
Better Selection
Seafood
Steakhouse
Better Quality
Sushi/Japanese
0%
5%
10%
15%
20%
25%
30%
35%
Other remarks:
- Among the responses for Q.3, some 39 comments (Other)
were received, which included some of the following
suggestions with the number of remarks in brackets:







Better Hours
Better Parking
“family friendly” restaurant (4);
a dinner/dance piano bar (1);
Better Location
Indian curries (2);
not a bar with pub food (3);
Starbucks© coffee shop (3);
unique dining (1); and
English-style fish and chips (1).
- Franchise or national chain restaurants:





Better Service
Earl’s or Joey Tomato’s (1);
Original Joe’s (1);
Red Lobster (1);
Wendy’s® (1); and
0%
Edmonton
10%
Calgary
20%
Red Deer
30%
40%
Highway 20 area
50%
60%
70%
Ryders Ridge
80%
Hewlett Park
Other remarks:
- Among the Q.4 respondents, some 50 comments were
received, which included the following with the number of
similar remarks in brackets:



The absence of a grocery store in downtown (15)
Not enough overall selection downtown (11); and
General appearance or condition of stores (2).
Wok Box.
Prepared by Canadian Ventures Inc.
Page |3
Town of Sylvan Lake – Downtown Revitalization
Engagement Surveys
Q.5 What businesses would you like to see in Downtown Sylvan
Lake?
Q.6 What businesses would you like to see in Downtown Sylvan
Lake?
- The following chart displays those types of retail businesses that
received a 10% or greater response rate.
- The following chart displays those types of service businesses
that received a 10% or greater response.
Bakery
Dinner Theatre
Butcher/Meat Shop
Bar/Grill/Chain Restaurant
Grocery
Ethnic Food Restaurant
Comedy Club
Natural Foods Market
Amusements/Arcade
Book Store
Yoga & Aerobics Studio
Coffee Shop
Movie Rental
Fish & Seafood Market
Arts/Culture Instruction
Shoe Store
Fast Food Restaurant
Family Clothing
Fitness Centre
Delicatessen
Movie Theatre
Women's Clothing
0%
0%
10%
20%
30%
40%
Other remarks:
- For Q.5, some 32 comments were received, which included
suggestions for businesses downtown, which are highlighted
below with the number of remarks in brackets:




Antiques (2);
Gas station (2);
Gift Shops (1); and
Specialty, unique shops and boutiques (3).
- Franchise or national chain restaurants:




Bed & Bath Linen (1);
5%
10%
15%
20%
25%
30%
50%
Other remarks:
- For Q.6, some 35 comments were received, which included
suggestions, by number of similar remarks (brackets), for
businesses downtown, such as:




Concert hall or performing arts centre (1);
Government services, Passports, etc. (1);
Indoor/outdoor Family Fun Centre (1); and
Music hall or dance club (4) but, “not another bar”.
- Franchise or national chain restaurants, such as:

Wendy’s® (2).
Guess® (1);
LuluLemon Athletica (1); and
Winners®/HomeSense® (1), etc.
Prepared by Canadian Ventures Inc.
Page |4
Town of Sylvan Lake – Downtown Revitalization
Engagement Surveys
Q7.
How often do you come to downtown Sylvan Lake for the
following reasons?
Q9.
How often do you shop at the following locations?
- The following chart reports select periods of frequency that
respondents shop in commercial areas in the Town.
- The following chart cites all the reasons for respondents
coming to the Downtown District for select periods of
frequency.
Highway 20 area
Work (full or part time)
Ryders Ridge
Recreation (arena, curling, pool, etc.)
Hewlett Park
Legion or Seniors Centre
Professional services (family doctor, dentist,…
Downtown Sylvan Lake
Post Office/ Library/ Town Hall
0%
Personal care (hair salon, esthetics, etc)
Never
Passing through on your way to…
Q10.
Non-Grocery retail shopping
5%
1 to 3 times a month
10%
15%
Once a week
20%
25%
30%
35%
More than once a week
What is your gender?
- Some 81% of respondents were female.
Going to the lake, Centennial Park &…
Q11.
Going to a pub or drinking establishment
What is your age?
- Among the respondents, a majority of 50% were 25 to 44
years of age as illustrated in the following chart:
Eating out at a quick service or fast food…
Dining out at a sit down restaurant
Banking/ Financial services such as…
Under 18
0% 10% 20% 30% 40% 50% 60% 70% 80%
Never
1-3 times a month
Once a week
2-4 times a week
18- 24
25-44
45-54
Q8.
Where are you more likely to shop for retail items?
55-64
Over 64
- The residents replied that 82% would shop where they live and
18% where they work.
Prepared by Canadian Ventures Inc.
Page |5
Town of Sylvan Lake – Downtown Revitalization
Engagement Surveys
Q.12
By age, how many people live in your household?
Q.15
What is your household’s annual income?
I'd rather not say
Seniors (55+ years)
over $150,000
Adults (26-54)
$100,000- $149,999
$75,000- $99,999
Young Adults (18 to 25)
$50,000-$74,999
$35,000- $49,999
Teens 13 to 17 years
$25,000- $34,999
Youth 5 to 12 years
Under $25,000
0%
Children under 5 years
0%
10%
20%
Three
Q.13
30%
Two
40%
50%
60%
70%
One
What is your home postal code?
- All respondents provided their postal codes, which are
available, as requested by the Town, for later comparison.
Q.14
In your household, are there members who may wish to
work in downtown Sylvan Lake?
Not applicable …
A student (14 to 17 years of age) for full-…
A student (14 to 17 years of age) for…
A student (14 to 17 years of age) for…
A retired person for part-time or…
An adult for part-time, seasonal…
An adult for full-time, seasonal…
An adult for part-time, year-round…
An adult for full time, year-round…
0%
10%
Prepared by Canadian Ventures Inc.
20%
30%
40%
50%
Q.16
5%
10%
15%
20%
25%
30%
35%
Which leisure activities does your household participate in?
Cooking
Swimming
Traveling
Gardening
Bicycling
Gardening
Golf
Bicycling
Raising Pets
Ice Skating
Hiking
Ice Skating
Boating/Jet Skiing
Bowling
Snowmobiling/ATVing
Hockey
Snowmobiling/ATVing
Canoeing
Soccer
Baseball/Softball
Tennis/Badminton
Horseback Riding
Woodworking
Collecting
Other (please specify)
Cross Country Skiing
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Page |6
Town of Sylvan Lake – Downtown Revitalization
Engagement Surveys
Q.17
Which leisure activities does your household participate in?
 Downtown Sylvan needs unique non-chain restaurants with
Movie Theatre
quality food and patios to enjoy the lake view, and shops
great service and things you can't just get anywhere.
Listening to Music
 The downtown seems to only cater to festive teens, as my
Reading for Pleasure
Attending Concerts/Shows
husband and I along with our friends want a “clean, elegant,
controlled environment with jazz, comedy, theatre, etc.”
Photography
 My only concern,… is the "atmosphere" on Lakeshore by
Crafts
Dancing
allowing pubs, bars, etc.,… as it creates an atmosphere that
discourages families to be downtown during the evening.
Playing musical instruments
 “Getting something done with the old Sylvan Lake Hotel
Painting/Drawing
site,…, the old Shell site would improve things a great deal.”
Run down and vacant buildings need to be improved.
Comedy
 “We hope that the quality stays high to maintain the
Performance Arts Theatre
loveliness of our town. We love the work that has been done
to the waterfront, and the way the town is,… changing.”
Antique hunting
Quilting/Sewing
 After traveling to many small resort towns throughout
Band/Choir
Canada and the US, what we see all the time is that
businesses have to do things to interest the tourists to shop.
Acting/Drama
Other (please specify)
0%
Q.18
20%
40%
60%
80%
100%
Please provide any further comments or suggestions
regarding revitalization of downtown Sylvan Lake.
- Of the total 499 respondents, 209 households provided
comments, which are highlighted below in an annotated
fashion:
Downtown Environment
 “The beautification project is amazing” though the pubs,
bars, etc. along Lakeshore Drive create an atmosphere that
does not encourage families to be downtown in the evening.
 Visitors have commented that “too bad the businesses don’t
match the improvement done to Lakeshore Drive,” and “why
haven’t the businesses reinvested in their stores…”.
Prepared by Canadian Ventures Inc.
 Having a boardwalk without traffic would be fantastic. My
thoughts are to close off downtown from Lakeshore to 50A
Ave. with cobblestone streets, trees, benches and vendors.
Business Environment
 Create a cultural experience; a jazz café, art store, artist
display area or a book/magazine store that will appeal to
well-educated, professional tourists and residents.
 “...the downtown should be,… boutique/niche shops, nice
restaurants {family friendly}, entertainment a destination,…for
people to eat, shop and be entertained in a natural setting.”
 Sylvan Lake is full of young families. Please don't fill the stores
with antique, trinket shops or souvenir stores. People seem
to only go in them once and then in the winter it’s dead.”
 Businesses that people use frequently would be a big draw
for me - Bakery, Butcher, coffee shop & ones for family
entertainment, book store, dinner theater & movie rentals.
Page |7
Town of Sylvan Lake – Downtown Revitalization
Engagement Surveys
 “I have lived in Sylvan Lake for over 10 yrs and,… the
 Allow the water to drain from the lake so that there is a
downtown has,…went downhill. I am embarrassed of the
stores, restaurants on Lakeshore Drive and downtown.”
beach again. Or has some sort of a splash park for the kids to
play in since they can't wade out in to the water to cool off.
 “Landlords need to upgrade buildings,… . Businesses,… need
to provide service for their destination retail stores or there's
nothing I need and no reason to go downtown.”
 Would like to see more businesses that focus on
entertainment for adults age 35-50. Art galleries or special
events, wine and cheese events, dinner theatre, etc.
 Our downtown has high rent and dilapidated buildings,
creating a tough market for business. And, people taking
risks on bad business ideas and poor market research.
 Downtown Sylvan Lake needs to acknowledge that there are
13,000+ residents,… if they wish to sustain a viable business,..
be open late 2 days a week and on Sundays if possible.
Visitor/ Tourist Survey and Analysis
Visitor/ Tourist Survey
CVI undertook extensive research on economic development studies
and reports pertaining to Visitor/ Tourist Survey and methods to
survey perceptions that visitors/ tourists have of small town
communities.
The overall objectives of the Visitor/ Tourist Survey were to:

Provide insights on how often they visit the Town of Sylvan
Lake, and how long and where they will be staying;

Reveal what meals they will have during their visit, and at what
type of eating and/or drinking establishment;
the,… downtown, there should be a revitalization of the lake
itself.” A public dock and a public boat launch” is required.

Gather information on their favorite franchise or national chain
restaurants and favorite type of dining cuisine;
 The town needs to look at putting in a public boat launch.

Query them on whether they intend to shop during their visit,
and at what shopping district they intent to shop at;

Request their opinion as to what types of businesses they
would like to see in downtown Sylvan Lake;

Collect general data as to their gender, age, and the number
of fellow visitors with them and of what age range; and

Request comments and suggestions as to what would entice
them to visit the Town of Sylvan Lake again.
Lakeside Environment
 “Sylvan Lake is a tourist attraction, along with rebuilding
The marina is limited to people that can afford the cost of
mooring your boat in the marina or daily launches.
 I love using the parks in Sylvan Lake and am a frequent visitor
but once the tourists come I head out to Gull Lake with my
kids, I am able to park in close proximity to the beach.
 Where's the sand! Are we ever going to see it again? Over
the years it has become a place for tourists to come to and
enjoy, and is slowly turn into a tourist trap.
 Family oriented businesses, recreation would be ideal. A
splash park would be fantastic, something for the younger
families in the community.
 The downtown needs activities for people that live in Sylvan;
'healthy living' activities,, such as an outdoor gym, an adult
beach volleyball team, boating lessons, skate rentals, etc.
Prepared by Canadian Ventures Inc.
CVI drafted an initial mock-up survey and submitted it to the Town for
review and comments. The survey was reviewed relative to the above
objectives at a Plenary Session, and a Visitor/ Tourist Survey was
finalized, which consisted of a total of sixteen (16) questions.
Page |8
Town of Sylvan Lake – Downtown Revitalization
Engagement Surveys
The Visitor/ Tourist Survey was conducted by following the
proceeding steps and procedures:
 The survey was completed, approved by the Town, and then
entered into SurveyMonkey™;

The Town’s Beach Ambassadors were assigned to intercept
visitors/ tourists in the downtown area; and

The Beach Ambassadors and other Town representatives then
entered the completed surveys into SurveyMonkey™.
Survey Analysis
A total of 100 surveys were completed and entered into
SurveyMonkey™ for review and analysis.
As the intent of the survey was to gather insights and opinions of
visitors/ tourists, there was no definable sample size and only a goal to
complete as many surveys as possible during the project. Therefore,
the results are considered somewhat anecdotal, though sufficient to
provide general information for review and analysis.
Following are a series of tables that summarize the survey results
where for certain questions the percentages reflect responses that are
prominent and do not include singular remarks from respondents.
Q1. Are you a visitor to the Town of Sylvan Lake?
- This question was to qualify visitors/ tourists.
Q2. If yes, where do you live?
- The respondents were from Alberta (79), Ontario (5), British
Columbia (5), Saskatchewan (2), Manitoba (2), Quebec (1),
Yukon (1), Texas (1), Hong Kong (1) and Panama (2).
 Albertans came from Red Deer (26), Edmonton (17),
Calgary (10), and Rocky Mountain House, Benalto,
Carstairs, Eckville, Hinton, Innisfail, Killam, Lacombe,
Ponoka, Penhold, Sherwood Park, and Wetaskiwin (all 3 or
less).
Prepared by Canadian Ventures Inc.
Q3. How often do you visit the Town of Sylvan Lake?
Frequently (+6 times/yr)
Infrequently (<2 times/yr)
First Time
Occasionally (4-6 times/yr)
0%
10%
20%
30%
40%
Q4. Will you be staying a while in the Town of Sylvan Lake, and if
so, how long will you be staying?
Just for the day
Staying for an extended period
Just passing through
Staying for a couple of nights
Staying overnight
0%
20%
40%
60%
Q5. If you are staying in the Town of Sylvan Lake, where will you
be staying?
With friends or family
At a national-chain hotel
At a local RV park or campground
At a local vacation rental property
At a locally-run motel
At an out-of-town RV park
At an out-of-town motel or hotel
At an out-of-town campground
0%
10%
20%
30%
40%
50%
Page |9
Town of Sylvan Lake – Downtown Revitalization
Engagement Surveys
Q6. While visiting will you be taking time out to enjoy a meal? If
yes, which meal(s) is it likely to be?
Lunch
Supper
Breakfast
Not applicable
Late-night snack
0%
20%
40%
60%
80%
Q7. If you are planning to have a meal while visiting in Sylvan
Lake, where are more likely to have your meal?
At a non-franchise family restaurant
At a franchise fast-food outlet
At a non-franchise sports bar
At a franchise sports bar
Q8. Which are your two favorite franchises or national chain
restaurants?
Tim Hortons
A&W
McDonald's
Subway
Wendy's
Boston Pizza
Taco Bell
Moxie's
Original Joe's
Olive Garden
Tony Roma's
Starbuck's
Earl's
The Keg
Montana's
KFC
0%
At the picnic grounds
10%
20%
30%
Q9. What is your favorite type of dining cuisine?
At a franchise family restaurant
At a fine dining restaurant
At a non-franchise fast-food outlet
0%
10%
20%
30%
40%
50%
Canadian/ Western
Italian
Japanese/ Sushi
Chinese/ Oriental
Mexican
Greek
Indian
Thai
Vietnamese
0%
Prepared by Canadian Ventures Inc.
10%
20%
30%
P a g e | 10
Town of Sylvan Lake – Downtown Revitalization
Engagement Surveys
Q10. If you are shopping while visiting in Sylvan Lake, where are
you likely to shop?
Downtown Sylvan Lake
Q12.
What is your gender?
- The Beach Ambassadors recorded that 40% were female and
50% were male respondents.
Q13.
What is your age?
Hwy 20 (Walmart/Canadian Tire)
Hewlett Park (No Frills/McDonalds)
over 55
Ryder's Ridge (Sobey's/Wave's Coffee
45-54
26-44
Not applicable
0%
20%
40%
60%
80%
Q11. What are three businesses you would like to see in
downtown Sylvan Lake?
18-25
under 18
0%
5%
10%
15%
20%
25%
30%
35%
40%
Q14. By age, how many people are with your today?
Grocery
Fast Food
Seniors (55+ years)
Bookstore
Bakery
Adults (26-54)
Bike Rentals
Ethnic Restaurant
Young Adults (18 to 25)
Souvenir/ Gift Store
Family Restaurant
Teens 13 to 17 years
Electronics Store
Youth 5 to 12 years
Gas Station
Camera Store
Children under 5 years
Internet Café
Hookah Bar
0%
Sporting Goods
20%
Three
Boat Rentals
0%
5%
10%
Prepared by Canadian Ventures Inc.
15%
20%
Two
40%
One
60%
80%
100%
None
25%
P a g e | 11
Town of Sylvan Lake – Downtown Revitalization
Engagement Surveys
Q15. What is your household income?
I'd rather not say
over $150,000
$100,000- $149,999
$75,000- $99,999
$50,000-$74,999
$35,000- $49,999
$25,000- $34,999
Under $25,000
0%
10%
20%
30%
40%
50%
60%
70%
80%
Q16. What would entice you to come visit the Town of Sylvan Lake
again?
Sandy Beach (more sand)
Weather (nicer)
Friends/ Family
Lake
Beach
Nice Town
Camping in Town
Better/ More Varied Restaurants
No Franchises/ Independent Businesses
Shops (more)
Grocery/ Convenience Store (nearby)
0%
Prepared by Canadian Ventures Inc.
10%
20%
30%
P a g e | 12
Town of Sylvan Lake – Downtown Revitalization
Demand and Supply Analysis
D. Demand and Supply Analysis
NAICS of Downtown District Businesses
CVI undertook extensive research on economic development studies
and reports pertaining to evaluating retail and service business
opportunities, business attraction and retention, and niche
development as it pertains to downtown and main street districts.
The compilation of retail and services businesses in the Downtown
District amounted to a total of 124 businesses, represented by the
following NAICS sectors and sub-sectors (see Table 1):
The overall objectives of the Demand and Supply (Business Mix)
Analysis were to:

Compile a comprehensive listing of retail and service
businesses in the Downtown District and assign NAICS (codes)
with standard business sector descriptions;

Analyse the Downtown District NAICS business listing with
sorting by NAICS hierarchy and by number of business by
NAICS codes and business sector descriptions;

Examine demand and supply for retail and service business in
the Downtown District by applying customer-segment and
goods and services niche development models;

Integrate results from the Resident Survey and Visitor/ Tourist
Surveys with the Downtown District NAICS business listings to
identify target business sectors; and

Research Canadian franchises with Alberta locations and
central Alberta private businesses (multi-location where
available) that coincide with the target business sectors;

Gather household demographic data of interest to existing
and potential businesses;

Query Town residents on their leisure as well as arts, culture
and entertainment household activities; and

Request comments and suggestions from respondents
regarding revitalization of the Downtown District.
Prepared by Canadian Ventures Inc.
Table 1: NAICS Sectors and Sub-sectors in Downtown
21 Mining, quarrying, & oil and gas
extraction
211 Oil & gas extraction
23 Construction
237 Heavy & civil engineering constr.
41 Wholesale trade
416 Building material & supplies
merchant wholesalers
44-45 Retail trade
441 Motor vehicle & parts dealers
442 Furniture & home furnish. stores
445 Food & beverage stores
446 Health & personal care stores
448 Clothing & clothing access.
stores
451 Sport, Hobby, Book & Music
Stores
452 General merchandise stores
453 Miscellaneous store retailers
454 Non-store retailers
48-49 Transportation & warehousing
484 Truck transportation
487 Scenic & sightseeing trans.
491 Postal service
51 Information & cultural industries
511 Publishing indust. (except I-net)
52 Finance & insurance
522 Credit intermediation & related
activities
524 Insur. & related activities
53 Real estate & rental & leasing
531 Real estate
54 Professional, scientific & technical
services
541 Professional, scientific &
technical services
56 Admin. & support, waste mngmt
& remediation services
561 Admin. & support services
61 Educational services
611 Educational services
62 Health care & social assistance
621 Ambulatory health care srvc.
624 Social assistance
71 Arts, entertainment & recreation
711 Performing arts, spectator
sports & related industries
713 Amusement, gambling &
recreation industries
72 Accomm. & food srvc.
721 Accommodation srvc.
722 Food srvc. & drinking places
81 Other srvc. (except public admin.)
811 Repair & maintenance
812 Personal & laundry srvc.
P a g e | 13
Town of Sylvan Lake – Downtown Revitalization
Demand and Supply Analysis
 Tourists and Travelers
In Appendix B the following schedules provide a complete listing of all
the retail and service businesses in the Downtown District:


 Artists & Crafters
Schedule 1: This schedule compiles the retail and service
businesses with the NAICS sub-sector (3-digit) and Canadaspecific industry group (6-digit) specific businesses.
 Shoppers
Schedule 2: This schedule sorts the retail and service
businesses with the NAICS industry group (6-digit) specific
business codes and number of businesses in each group.
 Retirees
 County, Business and Government
 Sports Enthusiasts
 Sporting Goods and Recreation
Retail and Service Business Opportunities
 Health and Personal Services
In order to evaluate the potential business opportunities, consideration
was given to potential niche development in the Downtown District.
A niche is a specialization that can allow a commercial district to gain
dominance in certain categories of the retail and service marketplace.
Niche strategies can significantly help a downtown to compete in an
ever-increasing competitive environment.
Schedule 3 in Appendix B presents these Consumer Segment Niches
by tabulating the number of businesses in the Downtown District that
correspond to the cluster of retail and service offering, as well as those
businesses which are absent from the Downtown District.
As successful communities often have a few demonstrated niches, the
commercial district benefits from creating an expanded trade area, and
their niche specialization often draws customers from within the town
and from outside communities. A strong downtown niche offers
customers a significant selection, though within a limited, targeted
range of products and services.
Goods and Services Niches focus on particular clusters of businesses
based on particular categories of goods and service offerings.
Consumer Segment Niches
Consumer Segment Niches are based on a consumer profile for those
who work, reside in or visit a commercial district. The following are
potential consumer niches that were evaluated by developing a cluster
of target business and then by querying the Downtown District NAICS
Business Listing or database.

Schedule 3: This schedule sorts the retail and service
businesses with the following Consumer Segment Niches; first
by the NAICS sub-sector (3-digit) codes, then by the NAICS
industry group (6-digit) specific business codes denoting the
number of existing and the absence of other target businesses.
Prepared by Canadian Ventures Inc.
Goods and Services Niches

Schedule 4: This schedule compiles the retail and
service businesses clusters for Goods and Services Niches by
the NAICS sub-sector (3-digit) codes. The Goods and Services
Niches are as follows:
 Home Furnishing
 Pamper Niches
 Convenience Shopper
 Entertainment and the Arts
 Sporting Goods and Recreation
 Health and Personal Services
Schedule 4 in Appendix B presents the Goods and Services Niches.
P a g e | 14
Town of Sylvan Lake – Downtown Revitalization
Demand and Supply Analysis
Engagement Surveys Target Businesses
E. Summary
From the Resident Survey, responses to Questions 5 and 6 indicated
which retail and service businesses residents would like to see in the
Downtown District. Table 2 below, outlines businesses with a ten (10)
percent or greater response rate on the Resident Survey. Also denoted
with an asterix (*) and in the lower panel of the table are those
businesses that respondents to the Visitor/ Tourist Survey indicated
that they would like to see in downtown Sylvan Lake.
Canadian Ventures Inc. was retained by the Town of Sylvan Lake to
undertake a follow-up downtown revitalization program in the spring
of 2013. This program built on earlier research, business mix analysis,
surveys and a workshop by focusing on engagement surveys of
residents and visitors/ tourists, and a comprehensive demand and
supply (business mix) analyses.
Table 2: Engagement Survey Targeted Businesses
Retail/ Merchandise
Service
Bakery *
Book Store *
Butcher/Meat Shop
Coffee Shop
Delicatessen
Family Clothing
Fish & Seafood Shop
Grocery *
Natural Foods Market
Shoe Store
Women’s Clothing
Amusements/ Arcade
Arts/ Culture Instruction
Bar/ Grill/ Chain Restaurant *
Comedy Club
Dinner Theatre
Ethnic Food Restaurant *
Fast Food Restaurant
Fitness Centre
Movie Rental
Movie Theatre
Yoga & Aerobics Studio
Visitor/ Tourist Survey *
Camera Store
Electronics Store
Fast Food
Internet Café
Souvenir/ Gift Store
Boat Rentals
Gas Station
Schedule 5 in Appendix B highlights the above targeted businesses by
NAICS codes and provides a compilation of Canadian Franchises and
regional businesses in these target retail and service sector. This
compilation is preliminary and may not include all franchise and
regional business.
Prepared by Canadian Ventures Inc.
An online Resident Survey was promoted to some 5,200 Town
Residents and a print Visitor/ Tourist Survey was executed as an
intercept survey by the Town’s Beach Ambassadors. A total of 499
and 100 responses were received, respectfully and SurveyMonkey™
was used for residents’ responses and entry of intercept survey results.
The demand and supply analyses utilized Town records of business
with permits that were located in the Downtown District, from which
an Excel© database was compiled by assigning NAICS codes and
business descriptions to the retail and service businesses. From this
database extensive analysis was completed from sorting businesses by
NAISC codes, analysing potential niche development, and compiling
target businesses from responses provided by survey respondents.
The potential niche development opportunities in the Downtown
District included analyses of consumer segment niches, and goods and
services niches. This analyses developed possible clusters of typical
businesses found in these niches, then listed the existing businesses in
the downtown district and identified potential new businesses. This
niche development process forms the basis for further business
retention and attraction strategies for the Downtown District.
A further compilation of target businesses was prepared based in part
on the niche development opportunities and; in particular, the
responses from the surveys as to what types of businesses residents
and visitors/ tourists would like to see in downtown Sylvan Lake. From
this compilation, preliminary listing of possible Canadian franchises
and regional retail and service businesses were researched complete
with Internet (hyperlinks ) to franchise and business sites. A detailed
suite of schedules were prepared to report the analyses and results.
Appendix C provides references used in the work plan and analysis.
P a g e | 15
Town of Sylvan Lake – Downtown Revitalization
Appendix A: Town of Sylvan Lake Downtown District
Prepared by Canadian Ventures Inc.
Town of Sylvan Lake – Downtown Revitalization
Appendix B: Schedules
Prepared by Canadian Ventures Inc.
Town of Sylvan Lake – Downtown Revitalization
Schedule 1: NAICS Codes of Downtown District Businesses
No.
NAICS
No. of
Businesses
Sub- Sector
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
211
237
416
441
442
442
442
442
445
445
445
445
445
446
446
446
446
448
448
448
448
448
448
448
451
451
451
451
451
452
452
453
453
453
453
454
484
487
491
511
511
522
522
NAICS - Description
Business Name
Town Business Description
Conventional oil & gas extraction
Land subdivision
Lumber, plywood & millwork merchant wholesalers
Motorcycle, boat & other mv dealers
Furniture stores
Furniture stores
Furniture stores
Floor covering stores
Convenience stores
Convenience stores
All other specialty food stores
Beer, wine & liquor stores
Beer, wine & liquor stores
Pharmacies & drug stores
Pharmacies & drug stores
Optical Goods Stores
All other health & personal care stores
Women's clothing stores
Women's clothing stores
Women's clothing stores
Women's clothing stores
Children's & infants' clothing stores
children's outerwear
All other clothing stores
All other clothing stores
All other sporting goods stores
All other sporting goods stores
All other sporting goods stores
All other sporting goods stores
All other sporting goods stores
All other misc. general merchandise stores
All other misc. general merchandise stores
Florists
Gift, novelty & souvenir stores
All other miscellaneous store retailers
All other miscellaneous store retailers
Mail order offices of department stores, retail
Dry bulk materials trucking, local
Harbour sightseeing tours
Postal service
Newspaper publishers
Directory & mailing list publishers
Personal & commercial banking industry
Personal & commercial banking industry
FLETCHER PRODUCTION SERVICES
CENTRAL ALBERTA DEVELOPMENT CORP.
CANADIAN ENGINEERED WOOD PRODUCTS LTD.
THREE BOYS TOYS
ECLECTICA HOME DECOR
MIA CASA FURNISHINGS
MULBERRY LANE
B & M FLOORING INC
SHELL'S ON THE BEACH CONVENIENCE STORE
SYLVAN BAY MANAGEMENT CORPORATION
BIG MOO ICE CREAM PARLOR,THE
PLAZA LIQUOR STORE
VARSITY MALL LIQUOR STORE
SYLVAN LAKE PHARMACY LTD
SYLVAN LAKE VALUE DRUG MART
DOCTORS EYE CARE
NATURAL SOLUTIONS FOR HEALTH
BRENDA FAYE'S FASHIONS
COBB'S CLOTHING LTD.
DE MODA'S FASHIONS
YOGA DIVE COMPANY INC.
SPOTTED GECKO
ILLUMA VENTURES LTD
WHOLE SHOW DANCE AND ACTIVEWEAR, THE
CAST AWAY SPORTS
D.W. COLLINGE MILLWRIGHT & WELDING SERVICES LTD.
HOCKEY CENTRAL SPORTS MEMORABILIA INC.
NBD WATERSPORTS INC
SUN SPORT RECREATION LTD.
GREAT CANADIAN DOLLAR STORE
OASIS BY THE LAKE LTD.
CREATIVE FLOWERS ART & GIFTS
COUNTRY LITES
CHAD SMOKESHOP 420 LTD, THE
EVERYTHING H20 LTD
SEARS CATALOGUE SALES
DAVE CAMAC TRUCKING
SYLVAN CRUISES
CANADA POST OFFICE
BLACK PRESS GROUP LTD
DIRECTORY, THE
CIBC
SERVUS CREDIT UNION LTD.
OILFIELD PRODUCTION SERVICES
SUBDIVISON DEVELOPER
LUMBER BROKERS
RECREATION VEHICLE SALES & RENTALS
HOME DECOR & FASHION
RETAIL FURNITURE AND ACCESSORIES
HOME DECOR & GIFTS
FLOORING DISPLAY AND SALES CENTRE
CONVENIENCE STORE
PROPERTY MANAGEMENT & CONVENIENCE STORE
ICE CREAM & BEACH TOY SALES, CLOTHING
LIQUOR STORE
LIQUOR RETAIL
PHARMACY
DRUG STORE
REAL ESTATE & PROPERTY MANAGEMENT
RETAIL & FITNESS
CLOTHING RETAIL
CLOTHING RETAIL
CLOTHING RETAIL
ALTERNATIVE HEALTH SERVICE - RETAIL - CLOTHING - FITNESS
RETAIL CLOTHING - KIDS
CLOTHING RETAIL STORE
RETAIL DANCE AND ACTIVE WEAR
SPORTS STORE
OUTDOOR FITNESS / EXERCISE
RETAIL SPORTS MEMORABILIA
FLYBOARD SALES, LESSONS & CERTIFICATION
RECREATIONAL VEHICLE SALES/RENTALS
RETAIL OF LOW COST PRODUCTS
RETAIL STORE
FLOWER SHOP
CANDLES, BATH & GIFTS
SMOKESHOP AND CLOTHING
WATER TREATMENT, BOTTLED WATER, HOT TUBS, SAUNAS & RELATE
SEARS CATALOGUE SALES
BOBCAT & GRAVEL HAULING
TOUR BOATS
POST OFFICE
NEWSPAPER
COMMUNITY PHONE DIRECTORY
BANKING SERVICES
FINANCIAL INSTITUTION
Industry
Group
(hyperlink)
211113
237210
416320
441220
442110
442110
442110
442210
445120
445120
445299
445310
445310
446110
446110
446130
446199
448120
448120
448120
448120
448130
448199
448199
451119
451119
451119
451119
451119
452999
452999
453110
453220
453999
453999
454110
484222
487210
491110
511110
511140
522111
522111
Prepared by: Canadian Ventures Inc.
Sch. 1/ Page 1 of 3
Town of Sylvan Lake – Downtown Revitalization
Schedule 1: NAICS Codes of Downtown District Businesses
No.
NAICS
No. of
Businesses
Sub- Sector
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
522
522
524
524
531
531
531
531
541
541
541
541
541
541
561
611
611
611
611
621
621
621
621
621
621
621
621
624
711
713
713
713
713
713
721
721
721
721
721
721
721
722
722
NAICS - Description
Business Name
Consumer lending
Mortgage and non-mortgage loan brokers
Direct individual life, health & medical insurance carriers
Direct individual life, health & medical insurance carriers
Offices of real estate brokers
Real estate property managers
Real estate property managers
Offices of real estate appraisers
Offices of Lawyers
Offices of Lawyers
Offices of Lawyers
Offices of accountants
Tax preparation services
Drafting services
Travel agencies
Technical & trade schools
Fine arts schools
Fine arts schools
Athletic instruction
Offices of Physicians
Offices of Physicians
Offices of Dentists
Offices of Chiropractors
Offices of Chiropractors
Offices of all other health practitioners
Offices of all other health practitioners
Respiratory therapy clinics
Child day-care services
Sports teams & clubs
Golf courses & country clubs
Marinas
Bowling centres
All other amusement & recreation industries
All other amusement & recreation industries
Hotels
Motels
Motels
Motels
Motels
Recreational vehicle (RV) parks & campgrounds
Recreational vehicle (RV) parks & campgrounds
Drinking places (alcoholic beverages)
Full-service restaurants
CASH STORE, THE
PAY DAY LOANS
EQUIVEST FINANCIAL CORP
MORTGAGE BROKER
CO-OPERATORS, o/a THE HARBOUR INSURANCE GROUP ININSURANCE AGENT
LAKESIDE INSURANCE LTD.
GENERAL INSURANCE
REMAX REAL ESTATE
REAL ESTATE SERVICES
FINN HOLDINGS (1985 LTD)
PROPERTY MANAGEMENT
SIM MANAGEMENT & REALTY
REAL ESTATE & PROPERTY MANAGEMENT
WATERS MACKIE VALUATIONS INC
REAL ESTATE APPRAISALS
CHANCERY CHAMBERS LAW OFFICE
LAWYERS
ROWANOAK LAW OFFICE LLP
LAWYERS
SCHNELL HARDY JONES LLP
LAWYERS
STRATEGIS GROUP
ACCOUNTING OFFICE
H & R BLOCK
INCOME TAX PREPARATION
STRAIGHTLINE DESIGN AND DRAFTING
CONSULTING,DESIGN & MAINT.OF STRUCTURES & LANDSCAPE
SYLVAN TRAVEL
TRAVEL AGENCY
SKIN DEEP FORMULATIONS
TRAINING FACILITY FOR SPA INDUSTRY PROFESSIONALS
EGYPTIAN DREAMS DANCE STUDIO
DANCE CLASSES
HOUSE OF MUSIC, THE
PRIVATE MUSIC LESSONS
SYLVAN LAKE SUMMER HOCKEY SCHOOL
HOCKEY SCHOOL & CAMP
MEDICAL DOCTOR - Dr. Stephen R. Fuger
PHYSICIAN
SYLVAN MEDICAL CENTRE
PHYSICIAN
SYLVAN LAKE DENTAL CENTRE
DENTIST
ALTA CHIROPRACTIC CLINIC
CHIROPRACTOR
SYLVAN LAKE CHIROPRACTOR CLINIC
CHIROPRACTOR
BODY AWARE
MUSCLE THERAPY
KICKSTART HEALTH CONSULTING LTD
HOLISTIC HEALTH / NATUROPATH CLINIC
1283940 ALBERTA LTD
RESPIRATORY THERAPY, DIAGNOSTICS & SERVICE, HOME OXYGEN, SL
RAZZLE DAZZLE CHILD CARE CENTRE 2005 (LTD.)
FAMILY DAYHOME ADMINISTRATION
SYLVAN LAKE ADMIRALS HOCKEY CLUB
SENIOR MENS HOCKEY
SYLVAN LAKE GOLF & COUNTRY CLUB
GOLF COURSE & RESTAURANT
SYLVAN LAKE HARBOUR LTD.
MARINA / RETAIL STORE
RAILSIDE LOUNGE AND LEISURE CENTRE INC
BOWLING ALLEY
LAKESIDE GO-CARTS & MINI-GOLF
GO-KARTS & MINI-GOLF
WILD RAPIDS WATER SLIDES
WATERSLIDES
BEST WESTERN
HOTEL/MOTEL
BEACHFRONT RESORT LTD.
MOTEL
EDGEWATER INN
MOTEL
LOST HARBOUR INN
MOTEL
RACCOON LODGE (2012) LTD
MOTEL
DON'S MOBILE HOME PARK
MOBILE HOME PARK
SYLVAN LAKE R.V. PARK
CAMPGROUND
HAZZARD COUNTY BAR & GRILL
BAR & GRILL
BAMBOO HUT SOUTH EAST ASIAN CUISINE LTD.
RESTAURANT
Town Business Description
Industry
Group
(hyperlink)
522291
522310
524111
524111
531212
531310
531310
531320
541110
541110
541110
541212
541213
541340
561510
611510
611610
611610
611620
621110
621110
621210
621310
621310
621390
621390
621499
624410
711211
713910
713930
713950
713990
713990
721111
721114
721114
721114
721114
721211
721211
722410
722511
Prepared by: Canadian Ventures Inc.
Sch. 1/ Page 2 of 3
Town of Sylvan Lake – Downtown Revitalization
Schedule 1: NAICS Codes of Downtown District Businesses
No.
NAICS
No. of
Businesses
Sub- Sector
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
122
123
124
722
722
722
722
722
722
722
722
722
722
722
722
722
722
452
722
722
722
722
722
811
812
812
812
812
812
812
812
812
812
812
812
812
812
812
812
812
812
NAICS - Description
Business Name
Town Business Description
Full-service restaurants
Full-service restaurants
Full-service restaurants
Full-service restaurants
Full-service restaurants
Full-service restaurants
Full-service restaurants
Full-service restaurants
Full-service restaurants
Limited-service eating places
Limited-service eating places
Limited-service eating places
Limited-service eating places
Limited-service eating places
Limited-service eating places
Limited-service eating places
Limited-service eating places
Limited-service eating places
Limited-service eating places
Limited-service eating places
General automotive repair
Barber shops
Beauty salons
Beauty salons
Beauty salons
Beauty salons
Beauty salons
Beauty salons
Beauty salons
Unisex hair salons
Other personal care services
Other personal care services
Other personal care services
Other personal care services
Other personal care services
Other personal care services
Coin-operated laundries & dry cleaners
Pet care (except veterinary) services
BRAVO GASTRO LOUNGE
CHIEF'S PUB & EATERY
FIRESIDE RESTAURANT & LOUNGE
HOCKEY CENTRAL SPORTS LOUNGE INC
KING DONAIR
LEE GARDEN RESTAURANT
PETE'S AT THE BEACH INC.
PIER 7 RESTAURANT & LOUNGE
PIRATE'S COVE LTD.
ANGELOZZI'S MONTREAL SMOKED MEATS
BAYVIEW CAFE, THE
BEACH BURGERS
BENJAMIN'S
DAIRY QUEEN GRILL & CHILL ORANGE JULIUS
MORE MOO
OBEE'S 2 FOR 1 PIZZA & PASTA
PANAGO
PIZZA HUT
SPINNAKER'S COFFEE BAR
SUB-WAY SANDWITCHES & SALADS
SYLVAN AUTO CENTRE INC.
SYLVAN LAKE BARBER SHOP
ARAYAH'S HAIR DESIGN & DAY SPA
BEYOND HAIR SALON
COCO'S HAIR & BODY CARE
JUTE STUDIO
SALON CHATEAU
SUGAR & SPICE HAIR AND BEAUTY BOUTIQUE
WES NAILS
GUYS & DOLLS HAIR STUDIO
BODY TO SOUL MASSAGE
FAT BOYZ TATTOOZ
RAINY DAZE MEDI-SPA INC
SOULCASE COLLECTIONS
STONEHOUSE SPA
ULTIMATE DIET, THE
PRISM CLEANING SUPPLIES
WOOFS AND PURRS
RESTAURANT & LOUNGE
RESTAURANT & LOUNGE
RESTAURANT & LOUNGE
LOUNGE & RESTAURANT
RESTAURANT
RESTAURANT
RESTAURANT
RESTAURANT & LOUNGE
RESTAURANT
SOUP & SANDWICH EAT IN & TAKE OUT
CAFE/FOOD SERVICES
FAST FOOD RESTAURANT
PIZZA & SUB SHOP
RESTAURANT
RESTAURANT,RETAIL,TOYS
RESTAURANT-TAKE OUT & DELIVERY
PIZZA & OTHER FOOD SERVICE
PIZZA DELIVERY & FAMILY RESTAURANT
COFFEE BAR
SANDWICH & SUBMARINE SHOP
AUTO REPAIRS
BARBER SHOP
HAIR DESIGN & DAY SPA
HAIR SALON
HAIR & BODY CARE SALON
HAIR STUDIO
HAIR SALON
HAIR & ESTHETICS
NAILS
HAIR SALON
MASSAGE THERAPY, HOT STONE MASSAGE, REIKI, ACUPRESSURE
TATTOOING, DRAWINGS, PAINTINGS, RETAIL CLOTHING
PERSONAL CARE SERVICES
TATTOO SHOP & ART GALLERY
SPA SERVICES
WEIGHT LOSS COUNSEL
LAUNDROMAT
DOG GROOMING AND SUPPLIES
Industry
Group
(hyperlink)
722511
722511
722511
722511
722511
722511
722511
722511
722511
722512
722512
722512
722512
722512
722512
722512
722512
722512
722512
722512
811111
812114
812115
812115
812115
812115
812115
812115
812115
812116
812190
812190
812190
812190
812190
812190
812310
812910
Prepared by: Canadian Ventures Inc.
Sch. 1/ Page 3 of 3
Town of Sylvan Lake – Downtown Revitalization
Schedule 2: NAICS Codes of Downtown District Businesses (Sorted)
Sorted by NAICS
No.
NAICS
No. of
Businesses
1
1
1
1
3
1
2
1
2
2
1
1
4
1
2
5
2
1
1
2
1
1
1
1
1
1
2
1
1
2
1
2
1
3
1
1
1
1
1
2
1
2
NAICS - Description
Sorted by Number of Businesses
No.
NAICS
NAICS - Description
Industry Group
211113
237210
416320
441220
442110
442210
445120
445299
445310
446110
446130
446199
448120
448130
448199
451119
452999
453110
453220
453999
454110
484222
487210
491110
511110
511140
522111
522291
522310
524111
531212
531310
531320
541110
541212
541213
541340
561510
611510
611610
611620
621110
Conventional oil & gas extraction
Land subdivision
Lumber, plywood & millwork merchant wholesalers
Motorcycle, boat & other mv dealers
Furniture stores
Floor covering stores
Convenience stores
All other specialty food stores
Beer, wine & liquor stores
Pharmacies & drug stores
Optical Goods Stores
All other health & personal care stores
Women's clothing stores
Children's & infants' clothing stores
children's outerwear
All other clothing stores
All other sporting goods stores
All other misc. general merchandise stores
Florists
Gift, novelty & souvenir stores
All other miscellaneous store retailers
Mail order offices of department stores, retail
Dry bulk materials trucking, local
Harbour sightseeing tours
Postal service
Newspaper publishers
Directory & mailing list publishers
Personal & commercial banking industry
Consumer lending
Mortgage and non-mortgage loan brokers
Direct individual life, health & medical insurance carriers
Offices of real estate brokers
Real estate property managers
Offices of real estate appraisers
Offices of Lawyers
Offices of accountants
Tax preparation services
Drafting services
Travel agencies
Technical & trade schools
Fine arts schools
Athletic instruction
Offices of Physicians
Prepared by Canadian Ventures Inc.
11
10
7
6
5
4
4
3
3
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
722512
722511
812115
812190
451119
448120
721114
442110
541110
445120
445310
446110
448199
452999
453999
522111
524111
531310
611610
621110
621310
621390
713990
721211
211113
237210
416320
441220
442210
445299
446130
446199
448130
453110
453220
454110
484222
487210
491110
511110
511140
522291
Limited-service eating places
Full-service restaurants
Beauty salons
Other personal care services
All other sporting goods stores
Women's clothing stores
Motels
Furniture stores
Offices of Lawyers
Convenience stores
Beer, wine & liquor stores
Pharmacies & drug stores
All other clothing stores
All other misc. general merchandise stores
All other miscellaneous store retailers
Personal & commercial banking industry
Direct individual life, health & medical insurance carriers
Real estate property managers
Fine arts schools
Offices of Physicians
Offices of Chiropractors
Offices of all other health practitioners
All other amusement & recreation industries
Recreational vehicle (RV) parks & campgrounds
Conventional oil & gas extraction
Land subdivision
Lumber, plywood & millwork merchant wholesalers
Motorcycle, boat & other mv dealers
Floor covering stores
All other specialty food stores
Optical Goods Stores
All other health & personal care stores
Children's & infants' clothing stores
children's outerwear
Florists
Gift, novelty & souvenir stores
Mail order offices of department stores, retail
Dry bulk materials trucking, local
Harbour sightseeing tours
Postal service
Newspaper publishers
Directory & mailing list publishers
Consumer lending
Sch 2. / Page 1 of 2
Town of Sylvan Lake – Downtown Revitalization
Schedule 2: NAICS Codes of Downtown District Businesses (Sorted)
Sorted by NAICS
No.
NAICS
No. of
Businesses
1
2
2
1
1
1
1
1
1
2
1
4
2
1
10
11
1
1
7
1
6
1
1
NAICS - Description
Sorted by Number of Businesses
No.
NAICS
NAICS - Description
Industry Group
621210
621310
621390
621499
624410
711211
713910
713930
713950
713990
721111
721114
721211
722410
722511
722512
811111
812114
812115
812116
812190
812310
812910
Offices of Dentists
Offices of Chiropractors
Offices of all other health practitioners
Respiratory therapy clinics
Child day-care services
Sports teams & clubs
Golf courses & country clubs
Marinas
Bowling centres
All other amusement & recreation industries
Hotels
Motels
Recreational vehicle (RV) parks & campgrounds
Drinking places (alcoholic beverages)
Full-service restaurants
Limited-service eating places
General automotive repair
Barber shops
Beauty salons
Unisex hair salons
Other personal care services
Coin-operated laundries & dry cleaners
Pet care (except veterinary) services
Prepared by Canadian Ventures Inc.
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
522310
531212
531320
541212
541213
541340
561510
611510
611620
621210
621499
624410
711211
713910
713930
713950
721111
722410
811111
812114
812116
812310
812910
Mortgage and non-mortgage loan brokers
Offices of real estate brokers
Offices of real estate appraisers
Offices of accountants
Tax preparation services
Drafting services
Travel agencies
Technical & trade schools
Athletic instruction
Offices of Dentists
Respiratory therapy clinics
Child day-care services
Sports teams & clubs
Golf courses & country clubs
Marinas
Bowling centres
Hotels
Drinking places (alcoholic beverages)
General automotive repair
Barber shops
Unisex hair salons
Coin-operated laundries & dry cleaners
Pet care (except veterinary) services
Sch 2. / Page 2 of 2
Town of Sylvan Lake – Downtown Revitalization
Schedule 3: Consumer Segment Niches
Consumer Segment Niches
Tourist & Travelers
Retail
445
446
448
452
453
Businesses in Downtown
Sylvan Lake
Food & Beverage Stores
5
Health & Personal Care Stores
4
Clothing & Clothing Accessories Stores
7
General Merchandising Stores
3
Misc. Retail Stores
4
Less Lodging
& Food
County, Business & Govern.
Retail
Information & Culture
491 Postal Service
492 Couriers & Messengers
Businesses in Downtown
Sylvan Lake
1
-
511 Publishing Industries
519 Other Information Industries
2
-
522 Credit Intermediation & Related Srvc
523 Securities, Commodity Contracts & Related
524 Insurance Carriers & Related Srvc
4
2
531 Real Estate
532 Rental & Leasing Srvc
4
6
Transportation
485 Transit & Ground Passenger Transportation
487 Scenic & Sightseeing Transportation
1
Finance & Insurance
Entertainment
711 Performing Arts, Spectator Sports & Related
712 Heritage Intuitions
713 Amusement, Gambling & Recreation Industries
1
5
Real Estate, Rental & Leasing
7
21
Professional Srvc
541 Professional, Scientific & Technical Srvc.
Lodging & Food
721 Accommodation Srvc
722 Food Srvc & Drinking Places
Total Consumer-Segment Businesses
Percentage of Total Downtown Businesses
Lodging & Food
Personal
Artist & Crafters
Retail
Transportation
721 Accommodation Srvc
722 Food Srvc & Drinking Places
812 Personal & Laundry Srvc
Total Consumer-Segment Businesses
Percentage of Total Downtown Businesses
442
445
451
452
453
17
75
68%
Businesses in Downtown
Sylvan Lake
Furniture & Home Furnishings
4
Food & Beverage Stores
5
Sport, Hobby, Book & Music Stores
5
General Merchandising Stores
3
Misc. Retail Stores
4
47
42%
Less Lodging
& Food
Retirees
Retail
445
446
448
452
453
7
21
47
42%
Businesses in Downtown
Sylvan Lake
Food & Beverage Stores
5
Health & Personal Care Stores
4
7
Clothing & Clothing Accessories Stores
General Merchandising Stores
3
Misc. Retail Stores
4
485 Transit & Ground Passenger Transportation
487 Scenic & Sightseeing Transportation
1
Transportation
485 Transit & Ground Passenger Transportation
487 Scenic & Sightseeing Transportation
1
Information &
Cultural
Industries
511 Publishing Industries
519 Other Information Srvc
2
-
Entertainment
711 Performing Arts, Spectator Sports & Related
712 Heritage Intuitions
713 Amusement, Gambling & Recreation Industries
1
5
Entertainment
711 Performing Arts, Spectator Sports & Related
712 Heritage Intuitions
713 Amusement, Gambling & Recreation Industries
1
5
Lodging & Food
Lodging & Food
721 Accommodation Srvc
722 Food Srvc & Drinking Places
Total Consumer-Segment Businesses
Percentage of Total Downtown Businesses
Shoppers
Retail
Lodging & Food
Personal
442
443
444
445
446
448
451
452
453
Personal
7
21
58
52%
30
27%
Businesses in Downtown
Sylvan Lake
Furniture & Home Furnishings
4
Electronics &appliances
Building Equipment and Garden Equip. Dealer
Food & Beverage Stores
5
Health & Personal Care Stores
4
Clothing & Clothing Accessories Stores
7
Sport, Hobby, Book & Music Stores
5
General Merchandising Stores
3
Misc. Retail Stores
4
Less Lodging
& Food
722 Food Srvc & Drinking Places
21
812 Personal & Laundry Srvc
17
Total Consumer-Segment Businesses
Percentage of Total Downtown Businesses
Prepared by Canadian Ventures Inc.
70
63%
7
21
812 Personal & Laundry Srvc
17
Total Consumer-Segment Businesses
Percentage of Total Downtown Businesses
Sports Enthusiast
Retail
Education
53
48%
721 Accommodation Srvc
722 Food Srvc & Drinking Places
441
445
446
448
451
453
Less Lodging
& Food
19
17%
Less Lodging
& Food
75
68%
47
42%
Businesses in Downtown
Sylvan Lake
Motorcycle, boat & other mv dealers
1
Food & Beverage Stores
5
Health & Personal Care Stores
4
Clothing & Clothing Accessories Stores
7
Sports, Hoppy & Musical Instrument Stores
5
Misc. Retail Stores
4
Less Lodging
& Food
611 Educational Services
4
Entertainment
711 Performing Arts, Spectator Sports & Related
713 Amusement, Gambling & Recreation Industries
1
5
Lodging & Food
721 Accommodation Srvc
722 Food Srvc & Drinking Places
Total Consumer-Segment Businesses
Percentage of Total Downtown Businesses
7
21
63
57%
35
32%
Sch. 3 / Page 1 of 1
Town of Sylvan Lake – Downtown Revitalization
Schedule 4: Goods & Services Niches
Goods & Services Niches
Businesses in Downtown
Sylvan Lake
Home Furnishings
Retail 442
Furniture & Home Furnishings Stores
442110
Furniture Stores
3
442210
Flooring Stores
1
443
444
444110
444120
442290
452
Services 236
531
532
561
Electronics & Appliance Stores
-
Building Materials & Garden Centre Stores
Home Centres
Paint & Wallpaper Store
Other Home Furnishing Stores
-
General Merchandising Stores
3
Construction of Buildings
Real Estate
Rental & Leasing Srvc
Admin. & Support Srvc (Srvc for Buildings/ Dwel
4
1
Total Goods & Services Businesses (and % of Businesses)
Pamper Niches
Retail
448
448120
448150
448210
448310
448320
448199
451
Lodging & Food 722
Personal 812
Retail 445
Information & Culture 511
519
Educational Services 611
Entertainment 711
% of
Businesses
448
Clothing & Clothing Accessories Stores
Women's Clothing Store
Clothing Accessories Store
Shoe Stores
Jewellery Stores
Luggage & Leather Goods Store
Other Clothing Stores
4
2
Amusement 713
Sport, Hobby, Book & Music Stores
5
451
Personal & Laundry Srvc
812115 Beauty Salons
812190 Other Personal Care Srvc
812310 Dry Cleaning & Laundry Srvc
Total Goods & Services Businesses (and % of Businesses)
7
34 30.6%
Businesses in Downtown
Sylvan Lake
Food & Beverage Stores
Grocery Stores
Convenience Stores
Meat Markets
Fish & Sea Food Markets
Baked Goods Stores
2
-
446
Health & Personal Care Stores
446110 Pharmacies & Drug Stores
446199 All Other Health & Personal Care Stores
2
1
452
453
General Merchandising Stores
Misc. Retail Stores
491110 Postal Service
3
4
-
Total Goods & Services Businesses (and % of Businesses)
Prepared by Canadian Ventures Inc.
12 10.8%
4
Publishing Industries
Other Information Industries
2
-
711111
711112
771120
711130
Performing Arts, Spectator Sports & Related
Theatre (exc. Musical) Companies
Musical Theater & Opera Companies
Musical Groups & Artists
Other Performing Arts Companies
Heritage Intuitions (Museums, Historic Sties, etc.
Total Goods & Services Businesses (and % of Businesses)
Motor Vehicle & Parts Dealers
441220 Motorcycle, Boat & Other Dealer
Sport, Hobby, Book & Music Stores
451111 Golf Equip. & Suppl. Specialty Stores
451112 Ski Equip. & Suppl. Specialty Stores
451119 All Other Sporting Goods Stores
Amusement, Gambling & Recreation Industries
Amusement & Theme Parks
Amusement Arcades
Golf Clubs & Country Clubs
Marinas
Fitness & Recreational Sports Centre
Bowling Centres
All other Amusement & Recreational Indust.
Food Srvc & Drinking Places
Health & Personal Srvc
Personal 812
446110
446130
446191
446199
6
5%
% of
Businesses
1
Clothing & Clothing Accessories Stores
713110
713120
713910
713930
713940
713950
713990
-
Businesses in Downtown
Sylvan Lake
7
5
1
1
1
2
21
Total Goods & Services Businesses (and % of Businesses)
Retail 446
% of
Businesses
Educational Services
Lodging & Food 722
% of
Businesses
Misc. Retail Stores
Sporting Goods & Recreation
2
1
1
10
445110
445120
445210
445220
445291
712
Retail 441
Food Srvc & Drinking Places
722310 Caterers
722511 Full-Service Restaurants
Convenience Shopper
Businesses in Downtown
Sylvan Lake
Entertainment & the Arts
Retail 451
Sport, Hobby, Book & Music Stores
451120 Hobby, Toy & Game Stores
451140 Musical Instrument & Supply Store
453
12 10.8%
Businesses in Downtown
Sylvan Lake
2
445310 Beer, Wine & Liquor Store
446
Health & Personal Care Stores
446110 Pharmacies & Drug Stores
446130 Optical Goods Stores
446191 Food (health) Supplement Stores
446199 All Other Health & Personal Care Stores
% of
Businesses
39
Businesses in Downtown
Sylvan Lake
Health & Personal Care Stores
Pharmacies & Drug Stores
Optical Goods Stores
Food (health) Supplement Stores
All Other Health & Personal Care Stores
Personal & Laundry Srvc
812115 Beauty Salons
812190 Other Personal Care Srvc
812310 Dry Cleaning & Laundry Srvc
Total Goods & Services Businesses (and % of Businesses)
35.1%
% of
Businesses
2
1
1
7
-
11
10%
Sch. 4 / Page 1 of 1
Town of Sylvan Lake – Downtown Revitalization
Schedule 5: Engagement Surveys Targeted Businesses
Canadian Franchises with Alberta Locations (where available and others
Engagement Surveys Target Businesses by
NAICS Codes
445 Food & beverage stores
4451 Grocery stores
445110 Grocery (exc. convenience) sto
Regional Businesses (multiple locations in Alberta (AB))
of interest)
% of
Resident
Survey
Responses
Note A.
Note B.
(hyperlinks to sites/ franchise info)
(hyperlinks to company sites/ if available)
(Corporate Locations/ Franchises, Alberta Locations)
28.8%
Bulk Barn Foods Limited (200, ~AB-15)
10.0%
7-Eleven (850)
Mac's Convenience Stores Inc.
31.0%
M & M Meat Shops (Sylvan Lake-1)
Clancy's Meat Co. (AB-2 stores)
Baier's Sausage & Meats Ltd. (Red Deer-1)
Farmer Gate Meats (Red Deer-1)
445220 Fish & seafood markets
14.7%
None in sites researched.
Fisherman's Pride Seafood (Red Deer-1)
445291 Baked goods stores
46.5%
COBS Bread (54/19; ~AB-18)
Canada Bread Company, Ltd. (985/65)
No multi-location stores, all independents.
445299 All other specialty food stores
- Coffee and Natural Food Market
34.0%
Good Earth Coffee Shop (40/2)
Marcello's Market & Deli Inc. (15/6, ~AB-4) Bean Brokers (Olds-1)
Blenz The Canadian Coffee Co. Ltd. (66/1)
Willow Brook Coffee House (Olds-1)
Cinnzeo Bakery Café (16/4, ~AB-11)
Waves Coffee House (AB-10, Sylvan Lake-1)
Sangster’s Health Centres (36/5, ~AB-8))
10.4%
LuluLemon
Uptown Cheapskate Clothing
No multi-location stores, all independents.
11.6%
Gap, Inc. (2,000/200, ~AB-12)
Mostly independents.
445120 Convenience stores
4452 Specialty food stores
445210 Meat markets
448 Clothing & clothing accessories stores
4481 Clothing stores
448120 Women's clothing stores
448140 Family clothing stores
Co-op (Olds-1, Red Deer-1)
A G Foods (AB-20; Red Deer-1)
Corral Foods (Red Deer-1)
Extra Foods (AB-15)
Big Ben Market (Red Deer-2)
Mark's Work Wearhouse (Red Deer; 2)
4482 Shoe stores
448210 Shoe stores
13.3%
Flip Flop Shops (?/10, ~AB-2)
Zelen Shoes
Panda Shoes (?/29, AB-0)
Sterling Shoes (AB-5; Red Deer-1)
Henry's Shoes Ltd. (Olds-1 Trochu-1)
4513 Book stores & news dealers
451310 Book stores & news dealers
15.6%
None in sites researched.
No multi-location stores, all independents.
10.8%
None in sites researched.
512 Motion picture & sound recording industries
5121 Motion picture & video industries
512130 Motion picture & video exhibit
- Movie Theatre
Prepared by Canadian Ventures Inc.
No multi-location stores, all independents.
Sch. 5 / Page 1 of 2
Town of Sylvan Lake – Downtown Revitalization
Schedule 5: Engagement Surveys Targeted Businesses
Canadian Franchises with Alberta Locations (where available and others
Engagement Surveys Target Businesses by
NAICS Codes
of interest)
% of
Resident
532 Rental & leasing srvc.
5322 Consumer goods rental
532230 Video tape & disc rental
611 Educational services
6116 Other schools & instruction
611690 All other schools & instruction
Arts & Culture , Yoga & Aerobics
711 Performing arts, spectator sports & related
7111 Performing arts companies
711111 Theatre (exc. musical) compan
Comedy Club and Dinner Theatre
Regional Businesses (multiple locations in Alberta (AB))
13.0%
Note A.
Note B.
(hyperlinks to sites/ franchise info)
(hyperlinks to company sites/ if available)
DVDNow-Kiosk
No multi-location stores, all independents.
Bikram Yoga (?/?, ~AB-4)
12.3%
49.0%
713 Amusement, gambling & recreation industries
7131 Amusement parks & arcades
713120 Amusement arcades
18.9%
7139 Other amusement & recreation industries
713940 Fitness & recreational sports ce
10.6%
7225 Full-serv. rest. & limited-serv. eating place
722511 Full-service restaurants
27.0%
Ethnic Restaurants
22.7%
No multi-location yoga stores, all independents.
The House of Comedy (?/1, AB-0)
Yuk Yuks (None Available)
No multi-location theatres, some independents.
No multi-location comedy clubs, or independents, laugh nights (Red Deer, Olds
None in sites researched.
No multi-location stores, all independents.
Snap Fitness (111)
Anytime Fitness (50/?, ~AB-7)
Mary Brown's Inc. (95/2, ~AB-17)
MR MIKES Steakhouse (17/3, ~AB-8)
Bâton Rouge (27/?, ~AB-1)
Woody's BB-Q (0/4, ~AB-1)
Ricky's All Day Grill (?/?, ~AB-30)
Thai Express (207)
Wok Box (?/ ?, ~ AB-26)
No multi-location ethnic restaurants, all independents.
Tandori (?/23, ~AB-3)
Notes:
A. Approximate # of Canadian locations/ # of Corporate locations, # of Alberta locations and Sylvan Lake locations with link to franchise info. Canadian franchise sites searched: 1. www.lookforafranchise.ca, 2.
www.franchiseclique.ca, 3. www.canadianfranchisedirectory.ca, 4. www.betheboss.ca, 5. www.canada.franchiseopportunities.com, 6. www.canadafranchiseopportunities.ca., 7. www.franchisedirectcanada.com, 8.
www.entrepreneur.com
B. Listings and Geo-mapping: With locations in Olds, Red Deer and Lacombe and others in central Alberta, with links to company websites, where available. 1. www.superpages.ca, 2. Goggle Maps.
Prepared by Canadian Ventures Inc.
Sch. 5 / Page 2 of 2
Town of Sylvan Lake – Downtown Revitalization
Appendix C: References
References
1.
“Town of Sylvan Lake, Downtown Revitalization Program, Fall
2012”, Canadian Ventures Inc.
2.
“A Guide to Designing and Conducting Visitor Surveys,”
University of Arizona, Julie Leones, Sept. 1998. – Link
3.
“How to Conduct a Visitor Survey,” University of Arizona. –
Link
4.
“Consumer Survey,” Downtown and Business District Market
Analysis,” University of Wisconsin Extension – Link
5.
“Niche Development,” Downtown and Business District
Market Analysis,” University of Wisconsin Extension – Link
6.
“Evaluating Retail and Service Business Opportunities,”
Downtown and Business District Market Analysis,” University
of Wisconsin Extension – Link
Prepared by Canadian Ventures Inc.