The survey splits results into a "current state" of the residents—current shopping habits, why residents choose to shop in Highland Village, satisfaction level with local retailers, and which retailers and restaurants residents visit most often—and what the survey calls a "future state"—what would draw businesses and potential residents to the city, how to effectively communicate with residents and how to increase time spent by residents in the city.
Zooming in
A total of 1,480 responses were reported, of which 77% were female, 21% were male, and 2% preferred not to identify. Of those 1,480 responses, 29% reported as being between the ages of 35 and 44, and 27% reported as being between 45 and 54 years old.
Surveying those that shop and eat within Highland Village returned mixed results:
- 64% shop online often with mail delivery of their items.
- 50% shop in person at Highland Village retailers often.
- 44% shop in person at Flower Mound retailers often.
In terms of overall satisfaction, residents reported moderate scores:
- Professional services received an index score of 66.1 out of 100.
- Restaurant services received an index score of 65.6 out of 100.
- Small businesses received an index score of 64.8 out of 100.
- Retailers received an index score of 61 out of 100.
Most survey takers reported a strong sense of pride in living in Highland Village, but admitted they were forced to drive to other towns and cities to eat and shop due to a lack of options.
"Residents are proud to be living in Highland Village and mostly support businesses, [but] because of insufficient variety, residents are forced to eat and shop outside of Highland Village," the survey denotes in the "Perception and Behavior" section.
- 67% reported a sense of pride in living in Highland Village.
- 50% reported supporting Highland Village businesses when available.
- 19% reported eating out in Highland Village.
- 15% reported shopping in Highland Village.
- 8% reported sufficient dining and business options in Highland Village.
Per the survey, Walmart is the top retailer of choice for Highland Village residents; Hillside Fine Grill is the top restaurant of choice; and Target in Flower Mound is the top retailer. Chick-fil-A, TJ Maxx and The Cheesecake Factory scored the highest in overall satisfaction.
Going forward
Respondents voted overwhelmingly in favor of more outdoor eating areas and a farmers market in Highland Village, with outdoor concerts and an increase in food trucks also receiving votes. Respondents also noted that proximity to their homes, convenience and variety are the most important factors when it comes to choosing a business to shop at or a restaurant to eat at.
Respondents also noted specific restaurants and businesses they would like to see come to Highland Village:
- 36% responded in favor of a Trader Joe's.
- 14% responded in favor of a H-E-B.
- 10% responded in favor of a Lululemon.
- 7% responded in favor of a Nordstrom and a Central Market.
- 3% responded in favor of a Babe's Chicken, Chicken Salad Chick and a Chicken 'N Pickle.
- 2% responded in favor of a Taco Bueno, Panera Bread, Velvet Taco and Taco Casa.
