Morningside: East End Gem

Following a five month comprehensive study that included hundreds of resident and customer surveys, one-on-one interviews, a neighborhood business inventory and needs assessment of the community’s businesses, Jackson/Clark has finished a market analysis of the Morningside Business district. Their findings uncovered a series of strengths, weaknesses and opportunities for the neighborhood to build upon.

Following a five month comprehensive study that included hundreds of resident and customer surveys, one-on-one interviews, a neighborhood business inventory and needs assessment of the community’s businesses, Jackson/Clark has finished a market analysis of the Morningside Business district. Their findings uncovered a series of strengths, weaknesses and opportunities for the neighborhood to build upon.

One key aspect uncovered is that the Morningside Business District has more of a customer base that meets the eye. The research shows that Morningside serves communities well beyond its boundaries. While a healthy majority of the shoppers in the community’s business district originate from Morningside, almost forty percent of shoppers come from nearby East End neighborhoods like Lawrenceville, Stanton Heights and Highland Park, but also municipalities that include O’Hara, Fox Chapel and Blawnox.  Market analysts explained that the expanded market area demonstrates an ability of the district to service neighborhood residents, while attracting customers beyond the base provided by Morningside alone.

The surveys conducted as part of the market analysis uncovered a series of community assets. Morningside’s assets include: proximity to cultural amenities, short distances to jobs in Oakland and Downtown and a variety of transportation choices.  Other benefits cited include a quality housing stock, residents who care and community pride.

A few of the challenges identified through the surveys include a confusing and difficult to navigate street network, poor signage, changes in shopping habits over the years, limited shopping choices in the district and a tired streetscape.

  • Opportunities for the community and the business district include:
  • Building on quality housing opportunities for first time home buyers
  • Leveraging visitors to the neighborhood through assets such as the Zoo, Churches, and Youth Sporting Events
  • Tapping the needs of both new and older residents and adjacent neighborhoods
  • Build on heritage and tradition of the community

The information generated by the market study is being incorporated by Moshier Studios and Pashek Associates in design recommendations for the business district. More information on the design portion of the project will be forthcoming.

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