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DEFINITION OF DOWNTOWN LA
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• Events and Marketing
• Development Consulting
The DCBID defines Downtown Los Angeles as the area bounded by the 110, 101 and 10 freeways and the LA River, plus Chinatown, City West, and Exposition Park. Because these do not precisely align with census tracts, some of the data in this report includes areas just outside these boundaries.
ABOUT THE DCBID
Founded in 1998, the Downtown Center Business Improvement District (DCBID) has been a catalyst in the transformation of Downtown Los Angeles (DTLA) into a vibrant 24/7 destination. A coalition of more than 2,000 property owners in the Downtown Center, the DCBID members are united in their commitment to enhance the quality of life in Downtown LA.
• Research and Information Requests
Whether you need information on development, opening a business location, or you just want to learn more about Downtown’s market sectors and dynamics, we are the portal for information about the District and DTLA.
The mission of the Economic Development team is to improve and revitalize the District and bring investment and new businesses to the area. We provide services to current and prospective residents, workers, and businesses, including:
• Housing and Office Tours
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• Customized Tours and Reports
TABLE
OF CONTENTS EXECUTIVE SUMMARY ....................................... 4 DTLA BY THE NUMBERS ..................................... 5 DTLA & THE FUTURE OF RETAIL ......................... 6 DTLA RETAIL HIGHLIGHTS ................................... 8 Signature Locations ....................................... 10 Boutiques ....................................................... 14 Local Flair ....................................................... 16 New Retail ...................................................... 17 Fine Dining Experiences ................................ 18 Local Dining Experiences ............................... 20 Familiar Favorites ........................................... 22 Artisans & Crafts ............................................ 24 Bars & Nightlife .............................................. 25 NEIGHBORHOODS ............................................ 26 Bunker Hill ...................................................... 26 Financial District ............................................ 27 Historic Core .................................................. 28 Arts District .................................................... 29 Fashion District/South Park ........................... 30 Little Tokyo/Chinatown .................................. 31 DATA CONSUMER MARKET .............................. 32 Segments & National Index ........................... 32 Residents......................................................... 33 Workers .......................................................... 34 Visitors ........................................................... 35 26106
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EXECUTIVE SUMMARY
he retail industry has been evolving over the last decade – and so has Downtown Los Angeles. During the pandemic, retail’s shifts accelerated dramatically – coming out of it, DTLA is poised for its new dynamics. With the inexorable rise of e-commerce, the role of physical stores is increasingly about branding, experience, convenience, and personal service. These align with the DTLA value proposition centered on density and walkability. Downtown has 743 retail businesses per square mile – and 157 food & beverage businesses – and not only can you walk from one to the next, you can talk to a real person in all of them. And you can do all of it in one of the most dynamic and exciting urban centers in the country.
Downtown’s diverse and eclectic nature extends to its neighborhoods, which are an amalgam of distinct communities, each one offering a different vibe and appealing to different kinds of retailers. This report includes profiles of six of these neighborhoods, which are Bunker Hill, Financial District, South Park, Historic Core, Fashion District, and Arts District.
The last section of the report is a deep dive on the DTLA consumer market, with breakdowns for each of the major segments. While historically, DTLA retailers have relied heavily on office workers, today’s Downtown market is defined by its diversity – including over 80,000 residents, plus thousands more in the surrounding neighborhoods, and over 15 million visitors per year. As a result, even with a reduced number of office workers, there are still around 500,000 people in Downtown LA on an average day.
comprise the broader market. On the F&B front, we spotlight Fine Dining and Local Dining Experiences, Artisans & Crafts, the most popular Familiar Favorites, and of course the vibrant Bar & Nightlife scene.
DTLA is high-profile, influential, and trend-setting – all the things that build great brands. DTLA is IRL – not virtual – it’s a place to be, and do, and eat, and meet – all the things that make life rich, that you can’t do online. Combined with its central location, wealth of infrastructure, transit accessibility, and public spaces, DTLA is a place where people and businesses thrive. In a future less constrained by where you have to be – and more defined by where you want to be –increasingly that place will be Downtown LA.
This report arrives at a unique moment – for the retail industry and city centers like DTLA – but is intended not as a snapshot of a static time and place, but as a mosaic image of a dynamic environment that continues to grow, adapt, and improve. As such, we began this report with an examination of DTLA and the Future of Retail. Critical to this is understanding the importance of the trend towards “omnichannel retail” and how it is changing the role of physical stores, making them less about making purchases and more about creating engaging experiences and reinforcing brand identity. It is in this context that we consider the DTLA “brand” and what it offers to retailers who locate here.
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From there we break down the retail market into several categories to demonstrate the broad and varied brands that have already been drawn to DTLA. For retail, we outline the Signature Locations, Boutiques, Local Flair, and New Retail sectors that
5Downtown Center Business Improvement District RETAIL REPORT 157 FOOD & BEVERAGE SPOTS SQUAREPERMILE IN DTLA vs. 23 per square mile for all of the City of LA DTLA BY THE NUMBERSRETAILDENSITYTRAVELERS&TOURISTS$5 billion RETAIL ANNUALLYSALES 4 million + SQUARE FEET OF RETAIL SPACE 743 RETAIL BUSINESSES PER SQUARE MILE IN DTLA vs. 75 per square mile for all of the City of LA 35% VISITORS WHO LIVE >50 MILES AWAY 9,000+ HOTEL ROOMS 15 million VISITORS IN 2021 300,000 WORKERS 85,000 RESIDENTS Source: ESRI Business Analyst Marketplace Data (2017) Source: ESRI Business Analyst Marketplace Data (2017); ESRI Business Analyst Business Total Data (2019) Source: Placer.ai Source: Placer.ai
For the past 20 years, the retail industry has been undergoing a transformation as e-commerce has grown in popularity. While the pandemic accelerated the growth of online shopping, it does not appear to have dampened the desire of consumers to also shop at physical locations. This shift towards “omnichannel” retail has certainly changed the role of physical locations, but it has also demonstrated their importance in providing customer service and reinforcing brand identity and loyalty.
“Retail Trends: 2022 Forecast”, Placer.ai, 2022
DTLA & THE FUTURE OF RETAIL
Consumers have a new appreciation of the social experience of in-person shopping, the possibilities for product discovery, and the customer service guidance and support that is difficult to replicate online. Retailers understand the brand-building capabilities, customer acquisitions potential, and logistical support that only physical stores provide.
The BLOC
“The Halo Effect: How Bricks Impact Clicks”, ICSC, 2018
Contrary to what some in the industry predicted, the rise in e-commerce hasn’t made brick-and-mortar retail obsolete. In fact, in-store spending is recovering at a healthy clip—with 8 percent year-over-year growth in March 2022... Providing a seamless experience in both online and offline channels is becoming table stakes for brands and retailers.
THE CHANGING FACE OF RETAIL
Opening one new physical store in a market results in an average 37 percent increase in overall traffic to that retailer’s website…For emerging brands, defined as those less than 10 years old, new store openings drive an average 45 percent increase in web traffic following a store opening.
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“How US consumers are feeling, shopping, and spending—and what it means for companies”, McKinsey & Company, 2022
We are excited to be opening Vans first retail and event space in Downtown Los Angeles…We’re grateful to be reinforcing the brand’s Southern California roots and legacy through this new space that is both reflective of, and designed for, the community and unique experiences.”
500,000 AVERAGEPOPULATIONDAILY 11,000+ RESIDENTS PER SQUARE MILE 47,000+ WORKERS PER SQUARE MILE 93 WALKSCOREAVERAGE Source: American Community Survey 5-Year Estimates (2015 – 2019), Walk Score (2021)
The DTLA “brand” has grown over the past 20 years since the start of the Downtown Renaissance in 1999. Much of that identity is rooted in being a counterpoint to LA’s suburban sprawl. The urban lifestyle has drawn a wide range of creatives, professionals, and innovative businesses to the area, supercharged by a fast-growing residential community and complemented by robust offerings in arts & culture and sports & entertainment.
We couldn’t wait a moment longer to open our doors in one of the world’s most dynamic and diverse metropolitan hubs that boasts such a strong sense of community among those who live and work in Downtown Los Angeles.”
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DENSITY & DIVERSITY
-ThinkFoodGroup, 2022
Opening at The Grand LA is a remarkable opportunity to be a part of the evolution of Downtown LA.”
- Jordan Brand, 2018
Downtown Center Business Improvement District
What sets DTLA apart from any other local submarket is the opportunity to serve a high volume of consumers from a wide range of segments. Every day there are around 500,000 people in Downtown LA, representing a mix of residents, workers, local visitors, and tourists. Every year over 15 million people visit the area, with 35% coming from outside the area. In terms of the pure number of people exposed to a brand, a DTLA location cannot be beat. Moreover, because of the presence of several distinct neighborhoods with individual identities, brands have options on which locations best represent their brand.
THE DTLA SCENE
- Jolibee, 2022
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- Apple, 2021 Jumpman LA will be a hub for up-andcoming artists to showcase their talent and make the space a place curated by the community for the community.”
- Vans, 2020
Transformed for a new era, Apple Tower Theatre remains a home for creativity and innovation. It’s also a space where audiences can gather for live events, musical performances, and creative learning sessions.”
8 Downtown Center Business Improvement District RETAIL REPORT DTLA HIGHLIGHTSRETAIL 1 3 2 11 7 8 4 10FINANCIALBUNKERHILLDISTRICT DISTRICTARTS FASHIONDISTRICT HISTORICCORE SOUTHPARK 9 6 5
9Downtown Center Business Improvement District RETAIL REPORT Apple Tower Theatre Foot Locker AcneA.P.C.WestVansUrbanPaulPacSunMykitaSmithOutfittersElmStudios Gentle Monster Dama CognoscentiParisKreationSonoratownRossobluBaguetteCoffee Signature LocalFineBoutiquesLocationsDiningDining Familiar Favorites Artisans & Crafts Bars & Nightlife Nick & Stef’s Otium Asterid San Laurel Pez DannyCantinaBoy’s Pizza Mendocino Farms Shake Shack BUNKER HILL 2 FIGat7th: City NordstromH&MTarget Rack Sephora Zara California Pizza Kitchen Five Morton’sSprinklesGuys 3 The BLOC: Alamo Drafthouse VShooSevenBrokenPitchounBigTendersweetgreenPhilzKarl85LittleWaterSugarfishSpirePetiteDragoBottega71AboveWholeJOEYPaperUniqloMacy’sSourceDTLAFoodsLouieCentroPeso73GrillSisterDegreesStraussCoffeeGreensSugarBakeshopBakeryShakerGrandShooBaby FINANCIAL DISTRICT 11 ROW DTLA: A+R Banks PoketoBodegaJournal Commonwealth GirlBestiaBavelWittmore&the Goat Manuela The Factory Kitchen Guerrilla WurstkücheTacos Urth Caffe Angel City Brewery Blue Bottle Coffee Bread VerveSpiritGreenbarLoungeDistilleryGuildRoasteryDel Sur Death & Co. Everson Royce Bar LA Cha Cha Chá FASHION DISTRICT JumpmanBurlingtonLA (Nike) Ross Dress for Less TheSkechersLast Clifton’sRedbirdPerchOrsaMaccheroniLittleBadmaashBookstoreDamageRepublic&WinstonRepublic Guisados Big Man WymanTheTheBroadwayBakesBarSlipperClutchWolvesBar HISTORIC CORE 1 L.A. YardKatsuyaFleming’sLIVE:House Ralphs Fresh Fare Mastro’sBirdies Ocean Club Prank TheSusieCakesBarCapital Grille SOUTH PARK 4 Jewelry District 5 Santee Alley 6 Flower Market 7 Grand Central Market 8 Chinatown 9 Olvera Street 10 Little Tokyo LOCALKEYFLAIR ARTS DISTRICT
Signature locations serve not only as shopping destinations, but as critical brand representatives in key markets that communicate and reinforce their identity. At these locations, retailers seek to craft memorable experiences and opportunities for engagement not found at most stores, and certainly not online. The relationship is often synergistic, with brands leveraging neighborhood characteristics into their branding.
SIGNATURE LOCATIONS
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Target Apple Store
Dover Street Market
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Jumpman LA
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SIGNATURE LOCATIONS
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The Last
WittmoreBookstore
Poketo
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Bodega
While the big names may attract the biggest headlines, it is the more bespoke boutiques that give Downtown LA much of its character and reputation. When a retailer has only one location, or even just a handful, location is even more critical to defining the brand. It is no surprise that so many of such retailers have chosen two of the most distinct areas of Downtown, and LA as a whole: the post-industrial Arts District and historic South Broadway.
BOUTIQUES
A.P.C.
Banks Journal
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A+R Acne Studios
GentleCommonwealthMonsterPlease Do Not Enter
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Hatchet Outdoor Supply
Santee Alley
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Olvera Street
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Chinatown
Jewelry DistrictFlower District
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LOCAL FLAIR
Downtown is home to several retail clusters of unique historic significance that remain vibrant hubs of commerce to this day. These areas not only add character and authenticity to the community, their one-of-a-kind nature draws proprietors and shoppers from across the region.
Japanese Village
Makers
Mess UCLA Health Nordstrom Local Wisdome F45
NEW RETAIL
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Medical and dental services, once almost exclusively the domain of office buildings, are popping up across DTLA. There has also been significant growth in fitness centers with specialized services designed for smaller footprints and in “experiential” uses such as escape rooms, entertainment and cultural exhibits, and recreational activities.
OrangeTheory
FINE DINING EXPERIENCES
Over the past 20 years, Downtown has gained recognition around the world for its culinary scene, boasting some of the top restaurants in Southern California. Operating in a diverse range of spaces, from industrial to historic to contemporary to futuristic, DTLA allows chefs and restauranteurs to find the right canvas for their vision in a market that can sustain their business.
Spire 73
Redbird71Above
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Perch
Bottega Louie
Otium
Takami Sushi
Nick & Stef’s
Rossoblu
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Girl & the Goat
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Bestia
Water Grill
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Clifton’s Republic
LOCAL DINING EXPERIENCES
Little Sister Grand Central Market
Sonoratown
Pez BikeCantinaShedMoto. Company
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In addition to its fine dining scene, DTLA’s foodie reputation comes from its “street food” roots, with many of its current stars having launched their careers with a stall or a food truck. That spirit remains alive and well at several food halls and at fast casual establishments reflecting DTLA’s full range of ethnic diversity, while also appealing to younger consumers seeking authentic “Instagram-worthy” experiences.
Little Damage
Guerrilla Tacos
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Badmaash Birdies
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California Pizza Kitchen
FAMILIAR FAVORITES
Philz Coffee
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When assessing an area for a potential location, many businesses follow the simple rule of looking for where their leading-edge competition can be found. Downtown LA has quickly become that place for food and beverage operators, with a steady flow of new openings from established and fast-growing chains across all segments of the market.
Tender Greens
Morton’s
Paris Baguette
Yard House
Sprinkles
Karl Strauss
Fogo de Chão
Danny Boy’s Pizza
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sweetgreenJOEYDTLA
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Pitchoun Bakery
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Blue Bottle Coffee
Spirit Guild
With its history as a center of manufacturing and distribution, especially in areas like the Arts District, DTLA is a natural fit for businesses that meld the front-facing retail or food service side with their back-end production operations. This has led to a small wave of breweries, bakeries, distilleries, and coffee roasters setting up shop –attracting new customers by giving them a backstage pass to see how it gets made.
Big Sugar Bakeshop
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ARTISANS & CRAFTS
Angel City Brewery
Verve Roastery Del Sur
BARS & NIGHTLIFE
There are few places as well suited to nightlife businesses as DTLA. With a rich, diverse, and concentrated bar scene, Downtown also boasts the unique to LA benefits of being transit-accessible and walkable. Without the need to drive and the ability to walk from one location to the next, the area encourages patrons to explore its variety and enjoy its vibrancy.
Wyman Bar
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Seven Grand
Broadway Bar
Broken Shaker
V
Shoo Shoo Baby
Grand Central Market of A
The GrandBroadPark B
AngelsPlazaFlight
BUNKER HILL
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A mix of soaring skyscrapers, internationally known cultural institutions, and world-class architecture, Bunker Hill is also home to an increasing concentration of desirable residential properties. While bustling with office workers on weekdays, the success of The Broad, Disney Concert Hall, and adjacent culinary destinations has ushered in a new population, altering perceptions, and activating the area on evenings and weekends.
St. Vincent Court CourtVincent Court
LA Central LibraryLA Central
Dense, diverse, and dynamic, the Financial District is the heart of DTLA. Sitting at the center of the region’s Metro rail system, and possessing an unparalleled selection of restaurants, it is the epitome of convenience. Rental and condo properties have added a residential community that keeps the neighborhood buzzing through the day and into the evening.
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DISTRICTFINANCIAL
7th Street
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Pershing Square
City National Plaza
With its classic buildings adapted for office and residential use, this area boasts many of the things that originally put Los Angeles on the world stage – ornate movie palaces, showcase architecture, and the bustling Broadway corridor. It’s also where visitors can experience DTLA’s contemporary reputation as a oneof-a-kind food, arts, and shopping destination, with community events like Downtown Art Walk, Shop Walk, and a weekly farmers market.
The Bradbury Spring Arcade
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Orpheum Theatre
Ace HotelEastern Building
HISTORIC CORE
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Situated on the eastside of DTLA, adjacent to the LA River and railyards, the Arts District is famously home to galleries and cultural spaces, live/ work lofts, and unique restaurants and retail in converted warehouses and former factories. It’s also become a haven of innovative space for technology, media, and other creative companies. The neighborhood’s buzz can be felt day and night and has made it one of the hottest real estate markets in the country.
Two Bit Circus
Arts District Brewing Co.
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One Santa Fe
ARTS DISTRICT
Art Share LA
Rose Street
South Park is the premier sports and event destination of Southern California, with Crypto.com Arena, the L.A. LIVE entertainment complex, and the L.A. Convention Center attracting more than two million visitors annually. The area has also experienced massive population growth, becoming its own full-fledged residential community.
California Flower Mall
Crypto.comVillageArenaL.A.LIVE
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FASHION DISTRICT
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SOUTH PARK
Santee
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Once known exclusively as Downtown’s wholesale quarter, the Fashion District now counts more than 1,000 retail stores in its 100 blocks, selling everything from fabrics to flowers, and of course, fashion. Crowds come to peruse the deals at Santee Alley or take advantage of frequent “Sample Sale” events.
Despite substantial demographic change, this area has managed to remain a destination for authentic regional Chinese cuisine and culture. More recently, it has attracted several new exciting culinary and nightlife ventures. With several new residential developments in the works, the area is poised for significant growth in the coming years.
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LA State Historic Park
Japanese Village Plaza
Kyoto Garden
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Metro Station
Not surprisingly, Little Tokyo boasts some of Downtown’s finest sushi and noodle restaurants while also embracing an increasingly diverse demographic. By day, the compact, pedestrian, and family-friendly district primarily serves a convenience function, while evenings draw a more youthful, energetic crowd.
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CHINATOWN
LITTLE TOKYO
Visitors Workers Residents
to
INCOME
DTLA CONSUMER MARKET
with styles, and they like stores that offer lots of brands.”
Experian Mosaic is the nation’s leading customer market segmentation tool. Downtown residents are highly concentrated in the Singles and Starters and Young City Solos market segments, whereas workers and visitors are more evenly spread across a range of segments.
Chart Title
KEY CONSUMER SEGMENTS
40.00%35.00%30.00%25.00%20.00%15.00%10.00%5.00%0.00% ConnectionsCultural Family UnionSignificantSingles Singles Starters& YoungSolosCity FlourishingFamilies Power Elite GoldenGuardiansYear ThriftyHabits
Singles & Starters
Young City Solos
a year, and they
AGE RESIDENTS WORKERS VISITORS 25-30 235 134 134 30-35 197 127 128 35-40 174 114 115 40-45 124 111 111 45-50 113 105 104 50-55 92 96 94 55-60 74 84 85 60-65 89 80 80 65-70 73 74 74 70-75 69 69 70
RESIDENTS WORKERS VISITORS $10K - $15K 333 157 140 $15K - $20K 109 123 112 $20K - $25K 83 121 113 $25K - $30K 78 110 104 $30K - $35K 57 110 105 $35K - $40K 51 110 103 INCOME RESIDENTS WORKERS VISITORS $100K - $150K 91 85 91 $150K - $200K 110 81 88 >$200K 137 86 93 NOTE: Full segment descriptions and details can be found at experian.com/marketing-services/consumer-segmentation 40.00%35.00%30.00%25.00%20.00%15.00%10.00%5.00%0.00% ConnectionsCultural Family Union SignificantSingles Singles Starters& YoungSolosCity FlourishingFamilies Power Chart Title Visitors Workers Residents Source: Placer.ai
their
share a desire to move up in status and they realize that every career journey starts with a first step.”
“These self-described workaholics
enjoy shopping and
“These young professionals report above average incomes topping $50,000 seem to be thoroughly enjoying unattached status.”
Cultural Connection
Placer.ai tracks location-based data from mobile app usage nationwide. From this data, we can index Downtown’s consumer market against national averages. The results show that Downtown’s appeal is particularly strong for the young, with all ages from 22-50 indexing higher than the national average. Income levels for residents are concentrated at the high and low ends, reflecting both the massive amount of new residential development and the longstanding inventory of affordable housing, while those for workers and visitors are more consistent with national averages.
NATIONAL INDEX
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“Despite their limited budgets, these households like experiment
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The
TOP 5 DESTINATIONS - JAN TO JULY 2022 (1) FIGat7th (2) Whole Foods Market (3) Grand Central Market (4) Little Tokyo Galleria (5) Source:RalphsPlacer.ai n < 0% n 0-20% n 20-40% n 40-60% n 60-80% n 80-100% n >100% 85,000+ RESIDENTIAL POPULATION $86,300 AVERAGE HOUSEHOLD INCOME 37% POPULATION GROWTH FROM 2010 - 2019 53% BETWEEN THE AGES OF 25 - 49 41% WALK, BIKE, OR TAKE TRANSIT TO WORK 62% TRAVEL LESS THAN 5 MILES TO WORK FINANCIALDISTRICT SOUTHPARK HistoricCore DISTRICTARTS Source: American Community Survey 5-Year Estimates (2015 – 2019), Placer.ai Source: The Value of Downtowns, Downtown Los Angeles, International Downtown Association (2021) DTLA RESIDENTS FAVORITE RETAIL PLACES POPULATION GROWTH (2010-19)
RESIDENTS success of Downtown’s revitalization is most clearly demonstrated by the significant growth of its residential population. While most of Downtown has welcomed new residential communities, growth has been primarily concentrated in several areas, most notably in South Park, the Historic Core, and the Arts District.
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RETAIL REPORT WORKERS Downtown LA is the largest and most densely concentrated hub of commercial activity in Southern California. Long Source: Placer.ai 7 mile Radius 300,000+ WORKER POPULATION 47,000+ WORKERS PER SQUARE MILE 19% OF ALL JOBS IN THE CITY OF LA $85,000 AVERAGE HOUSEHOLD INCOME 59% BETWEEN THE AGES OF 30-54 50% COMMUTE LESS THAN 7 MILES FROM HOME Source: American Community Survey 5-Year Estimates (2015 – 2019), Placer.ai
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With an unparalleled collection of arts & cultural institutions, sports and entertainment venues, and its vibrant VISITORS
CONTACT US
Griffin
Elan
Nick ,
Shore, Director of Research & Special Projects (213) 416-7518 I eshore@downtownla.com SEE DOWNTOWN LA IN A NEW PERSPECTIVE For a more interactive experience, take the DTLA Virtual Tour. DOWNTOWNLA.COM / VIRTUAL SCAN
Executive Director (213) 416-7522 I ngriffin@downtownla.com
