1. Perceptions & Impressions of Visitors to Dundas Square
Presented by: Melanie Holl, Rebecca Currie, Hanna Woo,and Jennifer Williams

2. Overview
Definition of Study
Objectives
Methodology and Limitations
Literature Review
Major Findings
Recommendations
3. Definition of Study
To identify the perceptions, impressions and expectations of visitors to Dundas Square, to determine its perceived purpose, and to realize its potential for developing into a world class attraction.
4. Objectives
Determine the impressions, perceptions, and expectations of visitors to Dundas Square via primary data
Conduct research and develop a literature review outlining, tourism trends, the importance of image, significance of the public square and a situational analysis.
Identify the demographic and psychographic characteristics of persons that visit Dundas Square to establish a target market.
Determine if visitors are aware of Dundas Square and provide recommendations for Dundas Square to evolve and be imbued with significance.
5. Methodology
Multi Method Approach
Literature Review
Questionnaire Development
Simple Random Sampling (300)
6. Methodology
Ethical Survey Technique
Confidentiality
Piloting & Results
Data Entry
SPSS Frequencies, Chi Square
7. Limitations
Events Occur Primarily During Summer Months versus Winter Months
Winter Weather Conditions
Distribution of Unedited Questionnaire
Questionnaire Only Administered in English
Only Female Surveyors
8. The Publics Opinion
9. Literature Review
This section will summarize:
The History of the Square
Best Practices derived from Project for Public Spaces
World Squares Analysis
10. The History of the Public Square
Squares have been historically known as the Centre of a Community
Investing a Square with Meaning
To stress a strong view across a city
Symbols that Control Social Structure
Civic Buildings
Churches
11. Then and Now
2010
1926
Looking West - 1926
12. Best Practices
1. Image and Identity
2. Attractions and Destinations
3. Amenities
4. Flexible Design
5. Seasonal Strategy
13. Best Practices
1. Image and identity
2. Attractions and Destinations
3. Amenities
4. Flexible Design
5. Seasonal Strategy
14. Best Practices
1.Image and identity
2.Attractions and Destinations
3. Amenities
4.Flexible Design
5.Seasonal Strategy
15. Best Practices
1. Image and identity
2. Attractions and Destinations
3. Amenities
4. Flexible Design
5. Seasonal Strategy
16. Best Practices
1. Image and identity
2. Attractions and Destinations
3. Amenities
4. Flexible Design
5.Seasonal Strategy
17. Best Practices
6. Access
7. The Inner and Outer Square
8. Reaching out like an Octopus
9. The Central Role of Management
10. Diverse Funding Sources
18. Best Practices
6. Access
7. The Inner and Outer Square
8. Reaching out like an Octopus
9. The Central Role of Management
10. Diverse Funding Sources
19. Best Practices
6. Access
7. The Inner and Outer Square
8. Reaching out like an Octopus
9. The Central Role of Management
10. Diverse Funding Sources
20. Best Practices
6. Access
7. The Inner and Outer Square
8. Reaching out like an Octopus
9. The Central Role of Management
10. Diverse Funding Sources
21. Best Practices
6. Access
7. The Inner and Outer Square
8. Reaching out like an Octopus
9. The Central Role of Management
10. Diverse Funding Sources
22. World Square Analysis
Trafalgar Square, London
Times Square, New York
PiazzaSan Marco, Venice
Union Square, San Francisco
Nathan Phillips Square Vs. Dundas Square, Toronto
23. World Square Themes
Location
Culture and Politics
Year Round Use
Civic Health
Health and hygiene
24. Dundasvs. Nathan Phillips Square
Year Round Use
Physical Landscape and Amenities
Intended Purpose
25. Why not Dundas Square?
26. Major Data Findings
Dundas Square Visitor Profile
Motivations and Frequency
Cross Tabulation Analysis
27. Profile of Visitors
*Limitation: Proximity to University Campus
28. Motivations and Frequency
n=300
29. Events to Attract Visitors to Dundas Square
n=300
30. Perceptions, Impressions & Expectations Of Visitors To Dundas Square
31. Word Association
52.5%
19.4%
Significant relationship between visitors who have heard of Dundas Square before and most common descriptive words
32. Recommendations

Develop Strategic Plan for seasonality

33. Increase Amenities 34. Advertise & expand the range of events 35. Develop Partnerships with media and other private businesses