Factors for attracting Baby Boomers and Millennials to downtown living: implications for revitalizing Guam's downtown Hagatna.

Williams, Vanessa Lee ; Enriquez, Anita Borja

INTRODUCTION

In 2006, it was estimated that members of the American Millennial generation between 20 and 29 years old would grow to 44 million by 2015. It was also estimated that the members of the Baby Boomer generation between the ages of 50 and 59 years would reach 44 million by the same year. This changing population distribution has already affected market trends. For the Baby Boomers, we will see more empty nesters moving towards dense urban centers seeking community and entertainment. For Millennials, a generation that has exponentially grown in its social consciousness in sync with technology, we will see a desire for mixed-use living that is convenient and accessible to work and play. Both generations are more environmentally conscious than their forefathers Henry Ford and the like who envisioned an infinite amount of space and gasoline, where every American would have room to sprawl out. These two groups, young professionals and empty nesters, are the primary driving force behind a phenomenon that could be coined "reurbanization."

The reasons for this living trend are varied, complex and generation specific. According to Kennedy, Millennials grew up in suburbia; bland environments dependent on others for mobility. They are entering the adulthood seeking lifestyle: vitality, diversity, and community. There are those who assert that Millennials want to move downtown due to desire of mixed-use, walkable neighborhoods, and are not as interested in large dwellings as they are towards small rentable units. Besides a place to live in an urban center, millennials want retail conveniences like neighborhood grocery stores. Other attractions include drugstores and mini-markets, wireless network access, and mass transit such as a trolley bus transportation system (Mason, 2007). But, Millennials are not the only ones who will be driving this sea of change from suburban to high quality urban environments. Baby Boomers will soon be retiring in increasing numbers.

The safe enclosed traditional retirement community is no longer as attractive as one may perceive. Kennedy posits that retirement communities in their current form resemble warehouses more than they do the most desirable of retirement "villages"--real communities where retirees can be independent and empowered, such as the upper East Side and Key West." (Kennedy, 8). A recent report by the United Hospital Fund noted that the city is "a good place to grow old." Services and amenities needed by many older Americans are more plentiful and accessible in the city. In one empty nester couple's experience, they indicated that aside from the museums and cultural events that serve as attractions and make downtown living fun, there are also restaurants, stores, a sense of vitality on the streets, and the diversity of age and ethnic groups. It's a lively atmosphere to live in." (AARP Bulletin Today, 2004) In the United Sates, Baby Boomers have had a substantial impact on downtown housing, particularly after transitioning from full-nesters to empty-nesters (Volk and Zimmerman). Although Baby Boomers and Millennials are already the primary purchasers of condominiums, Millennials are more inclined to rent, and Boomers are more inclined to buy homes (Mason).

Whatever the varying reasons are for the growing preference of reurbanization, the implications of this reverse-urbanization are straightforward. The convergence of the size of Baby Boomer and Millennial generations is reaching a point where urban housing, as opposed to suburbanization, better suits their life stage. The synchronization of these two demographic waves will mean that by 2015 there will be over eight million additional potential urban housing consumers in these age groups. According to Urban Land Strategist Chris Leinberger, only 10 percent of the demand for such mixed use walkable urban communities is being met.

The demand for reurbanization in America has reached across oceans to its farthest soil. In 2007, the Hawaii Chapter of the American Planning Association (APA) explored the demand for community based and transit oriented urban development. They identified the connection between scarce land use and transportation as an APA policy embedded in federal transportation policy and legislation. Now, the U.S. Territory of Guam is anticipated to undergo a 40 percent population growth in just four short years. The lessons learned from failed market demands elsewhere indicate that local factors need to be assessed in order to maximize the downtown development process. Specifically, it is necessary to identify to what extent culture, arts, restaurants, shopping activities, mass transit accessibility, and walkability, are driving forces for downtown attractiveness. A study of a sampling of both generations who live on Guam will explain the factors that are perceived to be important towards driving either generation to move downtown, as well as the policy implications for making downtown living a reality. Further, the efficacy of exploring downtown revitalization as a sound economic development strategy will be explored. By doing a market study of Guam residents' attitudes towards redevelopment in the village of Hagatna, additional revenue streams for local government and businesses may be successfully identified and captured.

Thus, each downtown municipality should be encouraged to study the factors that make their respective location attractive to the generation groups, particularly for urban planning and economic development purposes. Of particular focus in this paper is a review of the attractiveness towards downtown visits and living in Hagatna, the capital of Guam, a small island of the Marianas in the Western Pacific.

RESTORATION AND REDEVELOPMENT EFFORTS FOR.DOWNTOWN HAGATNA

The city of Hagatna has served as downtown, a central location for the Chamorros--the indigenous people of Guam--dating as far back as the sixteenth century before Spanish settlers arrived on Guam. As its capital, Hagatna serves an important role as the center of government. In 1668, Padre San Vitores, a Spanish missionary, was instrumental in establishing the first Spanish (Catholic) church in Hagatna, forcing most of the indigenous population of Guam to relocate to the city.

Hagatna has been the capital of Guam since the Spanish-American War of 1898 when the United States captured Hagatna from the Spanish. The result of World War II, from the Japanese occupation of Guam to its recapture by the U.S. military, left many of Hagatna's historical sites and the city itself damaged. However, there are still a number of historical monuments and remains that can be viewed, including sections of buildings left over from the time of Spanish rule, such as the Plaza de Espana near the cathedral of the Archdiocese of Agana, and Latte Park, where visitors can see pre-Spanish stone pillars referred to as Latte Stones. The devastation of the city, however, forced the once most populated village prior to World War II, to the least populated area that serves primarily as a center for government and business.

In the past decade many loosely related efforts have been made towards the redevelopment of the once vibrant capital. A serious commitment towards the need to restore and redevelop Guam's capital was first codified in Guam Public Law 24-110, known as the Hagatna Restoration and Redevelopment Act ("the Act"). The Act created an autonomous agency, the Hagatna Restoration and Redevelopment Authority ("HRRA"), to carry out the purposes of the legislation. Other government agencies have also addresses redevelopment efforts for Hagatna. The Guam Economic Development Authority, charged with economic development initiatives for Guam, has directed redevelopment efforts toward Hagatna, via Kottura. The Guam Visitors Bureau, responsible for developing Guam's visitor industry, has also addressed the development potential of downtown Hagatna . Additionally, market forces evidenced through private organizations such as the Guam Chamber of Commerce, have made it a priority in recent years to redevelop the flailing downtown as a counterpoint to the tourist attraction of Tumon.

The Hagatna Restoration and Redevelopment Act, Title 21 Guam Code Annotated Chapter 79, was enacted with the dual intent to protect and promote restoration and development of Hagatna. The overarching concerns for protection of downtown were to remedy the injurious conditions of homeless in the area and the poor subdivision and zoning layouts of the village that had led to serious deterioration and disuses. The intent to redevelop Hagatna was simply stated so that it would be better put to public use and purpose. Projects included towards these purposes include the alternation, improvement, modernization, reconstruction, rehabilitation, or any combination of these, of existing structures in Hagatna. It also calls for the provision for open-space types of use, such as streets and other public grounds and space around buildings, and public or private buildings, structures and improvements, and improvements of public and private recreation areas and other public grounds. Also included is the re-planning or redesign or original development of areas in Hagatna as to which either of the following conditions exist: (1) The areas are stagnant or improperly utilized because of defective or inadequate street layout, faulty lot layout in relation to size, shape, or accessibility, or usefulness, or for other causes; and (2) The areas require re-planning and land assembly for reclamation or redevelopment in the interest of the general welfare because of widely scattered ownership, tax delinquency, or other reasons.

Within the same act, it cites that the Guam Legislature deems a fundamental purpose of redevelopment is to expand the supply of low- and moderate-income housing, to expand employment opportunities for the jobless, underemployed, and low-income persons, and to provide an environment for the social, economic, and psychological growth and well-being of all citizens.

The Hagatna Restoration & Redevelopment Authority, a public corporation and autonomous instrumentality of the Government of Guam, was established to carry out and perform the purposes and provisions of Chapter 79, except the power to levy and collect taxes or special assessments. It is charged to develop a Plan to carry out the purposes of Chapter 79, to include the planning, preparation, development, construction, acquisition, lease disposition, reconstruction, improvement, alternation, extension, repair, maintenance and operation of the Hagatna Restoration and Redevelopment Project; shall include the terms and conditions for the reuse of the properties; shall include standard of eligibility for ownership or occupancy of housing, dwellings and facilities; shall include installation, construction or reconstruction of streets, utilities, parks, playgrounds and other public improvements. In developing the Plan, according to public law, the Authority is authorized to conduct surveys, appraisals, surroundings, test borings or any other technical investigations. (Chapter 79, 21 GCA)

A draft Hagatna Land Use Plan 2006 (June 22, 2006) served as an important part of the broader planning process in the Hagatna Restoration and Redevelopment Authority's (HRRA) Hagatna Master Plan effort. The Land Use section of the plan focuses on the arrangement and types of land use types, their impact upon the environment, and relation to community development. This is opportune, in light of the potential to expand Guam's tourism base by capitalizing on the Hagatna attraction as a historic center of religion, government and cultural heritage. Many existing land uses in Hagatna however do not comply with Guam's Zoning Law.

Another serious effort towards the restoration or revitalization of Guam's capital is through a proposal developed by the Guam Economic Development Authority, entitled Kottura: Cultural Destination Development. This document has a threefold focus which addresses economic development, cultural preservation, and artistic accessibility. It is intended to convert Guam's downtown area to a cultural destination for residents, visitors, and tourists. It is designed to integrate economic zoning in its layout, which will then provide incentives to entice businesses to locate or relocate to Hagatna. (Sablan, 2005)

Another strategic view of Downtown Hagatna's restoration is captured in the Guam Visitors Bureau's Five Year Strategic Plan (2007). It cites the need to execute the Hagatna Master Restoration Plan. According to this document, Hagatna, the seat of government for over 400 years during the Spanish, U.S., and eventually Guam's elected government administration has deep rooted historical and cultural significance. The document implies that the city of Hagatna should be developed not only as good counter-balance to Tumon's attractiveness but also, more importantly, for the people of Guam to regard their capital city as one of the most beautiful capitals in the world. Further, it proposed a partial list of the many significant landmarks and visitor attractions to be highlighted in Hagatna. Create another village attraction to complement Tumon Focus on historical significance of Guam's capital city Home of colonial Spanish government Cultural and social center of pre-war Guam Governor's Office, Legislature, Supreme Court U.S. District Court, U.S. Post Office, and other Federal offices Government House overlooking Hagatna skyline Houses most of Government of Guam offices Site of the Catholic Archdiocese of Agana Site of Dulce Nombre de Cathedral-Basilica Catholic church Establish a historic walking tour of Hagatna with interpretive signage Has many historic preservation sites Future home of Guam National museum Historic sites, parks, cemeteries, and monuments Y Seng Song Chamorro and Wednesday night market Hosts many shopping and dining establishments."

A recent initiative to restore Downtown Hagatna is to capitalize on its unique package of historical sites. The launch of the Hagatna Heritage Walking Trail, which comprises 17 historical sites, in March 2010 is hoped to transform what one person coined a "ghost town" to a bustling center. One way of restoring the capital city of Hagatna is by bringing back government agencies downtown. The 2.5 mile Hagatna Heritage Walking Trail is anticipated to provide economic stimulus through increased local government revenue, through tourists who spend an extra half day to experience the walk. This will be a result of increased hotel and tax revenues.

There are many attributable factors for the stalling of revitalization efforts. The anticipated military buildup on Guam has surfaced is the highest priority with the local government, given the need to prepare the island's infrastructure for a 40 percent population growth and resulting social-cultural, economic, and environmental impacts to the civilian community. However, it is these very same factors that necessitate more immediate action for implementation. One of the problems may have been that there was a lack of direction in which way to move. Government intervention, by its very nature, is not market driven. It seeks to drive the market. However, it is still necessary to know what the demand is in order to meet the supply. Therefore a study gathering informational/generational/xxx factors was necessary to provide the impetus for revitalization.

SURVEY OF FACTORS THAT WILL ATTRACT GUAM RESIDENTS TO DOWNTOWN HAGATNA

A survey was distributed to residents of the territory. The growing attraction by Baby Boomers and Millennials to downtown, coupled with the growing interest by the Government of Guam to restore and redevelop its downtown capital prompted this recent study of assessing the attractiveness factors that will help with revitalization efforts of downtown Hagatna. From late 2009 to January 2010, a 14-question online survey was administered to assess the factors that will increase the likelihood of increased visits by Guam residents towards downtown Hagatna, as well as the propensity to move or live downtown, among the two largest generation groups: the Baby Boom generation and the Millennial generation (hereinafter referred to as "Baby Boomers"--or "Boomers", and "Millennials", respectively).

Research Design and Scope

The 14-question survey was made available online to Guam residents (Appendix A). The targeted respondents included adults born between 1946 and 1964, classified as "Baby Boomers," and adults born between 1977 and 1991, classified as "Millennials." Questions were posed to assess targeted respondents' preference for factors that will increase their likelihood to visit Downtown Hagatna. A question was posed to assess the respondents' likelihood to live in Downtown Hagatna, given its current state, and what factors will increase their likelihood to move or live in Downtown Hagatna. Demographic questions pertaining to gender, marital status, income range, and educational level were also included. Although 286 people responded to the survey, approximately 67 percent, or 192, were within the Baby Boom and Millennial generation groups.

Limitations of Study

The online survey research method was used as the basis to reach the two generation groups who were more inclined to be regular users of computers and have access to the Internet. There are some limitations of this research method that must be noted, with regard to bias--particularly sampling bias--associated with online surveys. The authors recognize that there may be members of the targeted population who do not readily have access to computers and/or the Internet to participate in online surveys. Older Baby Boomers may not be regular users of computers and may not have access to the Internet.

Another type of bias, self-selection bias, is introduced in online surveys as not all members of the targeted generation groups who have access to computers and the Internet may have a preference or willingness to participate in online surveys. Those respondents with a propensity to respond to online surveys may over represent those who have little to no interest in the subject matter (Stanton, 1998; Thompson et al., 2003; Wittmer et al., 1999). Some computer users are more inclined than others to participate or complete an online survey, while others ignore an invitation to participate, leading to a systematic bias. (Wright, 2005: ^18). Bias from this form of sampling can be reduced through a larger sample size, and the potential for future use of both face-to-face and online survey methods.

The respondents therefore represent a non-random sample, or non-probability sample of the targeted population groups of Baby Boomers and Millennials. The authors are careful not to draw any scientific general inferences or conclusions about the targeted generation groups from the data. Rather, the results are presented to provide preliminary inferences on downtown attractiveness factors for further downtown revitalization planning consideration.

Findings

Of the 192 targeted respondents, 92 were "Baby Boomers" (or Boomers) and 100 were "Millennials." Early Baby Boomers were classified as those 55 to 63 years old, or born 1946 to 1954. Those classified as "Late Baby Boomers" were born 1955 to 1964, ranging from 45 to 54 years old. Early Millennials were born 1977 to 1986, ranging from 23 to 32 years old. Those classified as "Late Millennials" were born 1987 to 1991, ranging from 18 to 22 years old. Although the Millennial generation could technical span until about the year 2000, it was the intention of this research to focus on those who were at least 18 years old for the purpose of conducting the online survey. Of those who responded to the online survey, approximately 22.4 percent (43) were "Early Baby Boomers," 25.5 percent (49) were "Late Baby Boomers", 32.8% (63) were "Early Millennials," and 19.3% (37) were "Late Millennials."

The survey results revealed that approximately 51 percent of Boomers who participated were men, and approximately 49 percent were women. Approximately 39 percent of Millennials who responded were men, and approximately 61 percent were women. None of the respondents lived in the Hagatna, the targeted downtown destination.

Frequency of Visits to Downtown Hagatna in Past Ninety Days

A review of frequency of downtown visits and corresponding reasons for visiting downtown Hagatna was made across the four generation subgroups was made. The frequency of visits was compared to the main reasons for visiting downtown Hagatna.

From Table 1 and Table 2, Late Boomers' and Early Millennials' daily visits to Downtown Hagatna can be explained primarily to employment in Hagatna. Boomers are more inclined to visit an office in Hagatna than are Millennials. Late Millennials were more inclined than the other generation groups to shop, as well as just hang out in Hagatna. Early Boomers made more frequent visits to Hagatna than the other three generation groups for a variety of reasons, as reflected in Table 3 below.

Primary Reasons to Visit Downtown Hagatna

The breakdown by Baby Boomers and Millennials, in terms of their reasons, is provided in Table 2. The main reasons cited by Early Baby Boomers (or" Early Boomers") to visit downtown relate to visiting an office in Hagatna, followed by employment, restaurant dining, shopping, Chamorro Village, church, and bar. The main reasons cited by Late Baby Boomers (or" Late Boomers") to visit downtown, in ranked order, are employment, office visit, restaurant dining, shopping, Chamorro Village, and church. The main reasons cited by Early Millennials, in ranked order, are employment, restaurant dining, shopping, office visit, to "hang out", and equally to church, bar, and event. The main reasons cited by Late Millennials, in ranked order, are shopping, restaurant dining, office visit, to hang out, Chamorro village, employment, church, and an event.

Factors to Motivate Frequent Visits to Downtown Hagatna

Respondents were asked what additional factors would cause them to visit downtown Hagatna more frequently. Table 3 captures the breakdown by generation groups.

Early Baby Boomers noted cultural facilities, more sit-down restaurants, and a three-way tie preference for a museum, more entertainment/theaters, and friends who live downtown. Late Baby Boomers cited more sit down restaurants, more retail stores, friends who live downtown, cultural facilities, and museum. More retail stores, more sit-down restaurants, and more entertainment/theaters were the top three ranked additions that would cause Late Millennials to visit downtown more frequently. Early Millennials, on the other hand, preferred more sit-down restaurants, more retail stores, a book store, and friends who live downtown. Late Baby Boomers and Early Millennials were comparable in their preferences for more sit-down restaurants, more retail stores, and friends who live downtown.

Survey respondents had an opportunity to add factors that were not included in the options of factors given to increase their frequency of visits to downtown Hagatna. These additional factors are provided below: Improved parking in some areas State of the Art Gymnasium or Recreation Center Better roads Coffee and tea venues, bicycle and walking paths, living quarters--artist lofts, condos, bed & breakfast Better parking and public transportation One GovGuam building to do business, pay bills, etc. Shady walking areas More pedestrian areas Requires a good clean up, removing eyesores (buildings) river walk and small sit down restaurants, coffee shops, gift shops Accessible sidewalk/street crossings for blind, public restrooms Some unification of all aspects of Agana. It all seems so separate and disassociated. There is nothing in Agana that accentuates being so close to the water. Better Parking and better streets Better parking facilities for downtown areas. Family entertainment Condos More convenient parking: garage or slanted, one way parking for tight areas More parking at Chamorro Village A boardwalk By entertainment= more cultural activities; it plays a huge attraction and also cultural huts, or carabaos, or even what they used back then Busy City Environs Clean, Agana River, used for light kayaking with small outside eateries along the banks. You can kayak up to the eatery, eat, and then kayak back. Kayak rentals would be a boost to downtown visitors Cultural activities and better job opportunities Better parking Historical/cultural attractions w/in walking distance Convention/sports/events arena complex Affordable housing More stuff to do. Make Hagatna the MECCA! Walking trails, recreational activities, improvements at Paseo More child friendly entertainment/venues Parking spaces Local Cultural Festivals--Arts, Music, Food, etc. I think that entertainment centers that include several of the above options concentrated in a general are and that is within walking distance to apartment or condo type living structures would contribute to the patronization of the area. People by nature like to watch other people and interact with them. Having increased resident who can take advantage of lower food prepared costs and the ability to lounge and watch or interact with other people would create the right environment for growth. It would be similar to a city life environment where people do not wish to remain in their homes but would rather be on the streets associating and mingling. Last, the temperature also contribute a great deal to people lounging around outside and creating that interesting environment so mechanisms to cool the outside temperature to bearable and comfortable levels would help Huge library Attractions, Amusement Parks, Slingshot, Gameworks Park and extensive playground for children (bike lanes, especially on weekends). great place for bike rides since less traffic (Paseo loop gets boring) More sidewalks & walking/jogging paths Medical facility Open space botanical & birds garden Shopping Center with Pacific Region Specialty Shops Make it become the red light district of Guam. or improve the marina to have more better water activities Recreational activities Better Public Transportation Renovation must involve relocating the homeless found in the post office and near the bank of Hawaii Stop wasting money on destroying perfectly good sidewalk and replacing with red brick which will not last!!! Cleaner and better maintained parks and recreational areas for exercise and physical activity. You left it out as a choice for why I went to Hagatna. I walk at Paseo and go to Paradise Fitness Gym, Post Office. I didn't see that response in your choices. More parking space to accommodate the revitalization Family related activities, events, and festivals

Source of Transportation to Visit Downtown Hagatna

From Table 4, Late Millennials are more inclined than the other generation groups to take a different mode of transportation, other than their own, and one fourth rode as a passenger in another car.

Likelihood to Consider Living Downtown

Respondents were asked how likely they would be to consider living in downtown Hagatna within the next three years, given its current state. The breakdown by Baby Boomers and Millennials are provided below in Table 5.

Late Boomers are more likely to consider living downtown within the next several years, followed by Early Millennials. Early Boomers are least likely to want to consider living downtown given Hagatna's current state, followed by Late Millennials. This may be a function of Early Millennials being of the same household, as offsprings, as Late Boomers, who have the same appeal for downtown living.

Factors to Increase Downtown Living Appeal

Respondents were asked what factors would increase their likelihood of wanting to live in (or move to) downtown Hagatna sometime in the future. From Table 6, the top two factors related to safety, wherein approximately 65.2 percent indicated "safe and secure neighborhood," while 57.9 percent preferred to have "accessible safe and well-lit sidewalks." This could be attributed to the increased presence of homeless individuals who roam and reside downtown, and the sidewalks that reflect little to no lighting during the evening hours. The third ranking preference of "nearby walking-distance restaurants" is consistent with the desire of most respondents to have an increasing number of restaurants downtown to motivate them to make more frequent visits to downtown Hagatna (reflected in Table 3). Other top ranking factors included available affordable single family dwellings, nearby walking-distance employment, and available parking.

Marital Status of Participating Survey Respondents

From Table 7, approximately three-fourths of Boomers who responded were married. One hundred percent of Late Millennials and almost 70 percent of Early Millennials are single or divorced.

Number of Children Living in Household

As presented in Table 8, approximately 70 percent of Late Boomers who participated in the survey had more children in their respective household than the other three generation groups. Late Millennials had the least number of children, or 30 percent, within their household.

Employment Status

From the preceding, Early Boomers who participated in the survey surprisingly are still employed. Although one-fourth of Early Boomers are retired, approximately 18 percent of the total retired Early Boomers are employed, while almost 7 percent are fully retired. Less than 7 percent of Late Boomers are retired, although two-thirds of are employed. Most Boomers work full-time. Over 75 percent of Early Millennials are employed full-time, while more than half of Late Millennials are employed part-time, and approximately 40 percent are not employed.

Total Household Annual Income

As summarized from Table 10, approximately 50 percent of Early Boomers make at least $75,000, with 12.5 percent earn $150,000 or greater. Over 65 percent of Late Boomers earn over $75,000 and 22 percent earn $150,000 or greater. Over 26 percent of Early Millennials earn over $75,000, while five percent earn $150,000 or greater. Over 30 percent of Late Millennials earn over $75,000, while approximately eight percent earn $150,000 or greater. Over 33 percent of Late Millennials make less than $25,000 annually which may be explained to their relative early stature in life with regard to employment position level.

Level of Education Attainment

Respondents were also asked about their education attainment. As presented in Table 11, approximately 62.5 percent of total respondents graduated from college. Twenty-six percent of respondents completed graduate school. Approximately 7.4 percent graduated from high school, while less than one-third of respondents, or 30.2% had some college.

Of the Early Boomers who completed the survey, approximately 98 percent went to college, with approximately 52 percent who completed graduate school, and 11 percent who completed undergraduate studies. Approximately 96 percent of Late Boomers went to college, with 30 percent who completed graduate school, and 37 percent who completed their bachelor's degree program.

There were also college graduates among the Millennials. Almost 70 percent of Early Millennials who responded completed college, with almost 13 percent who completed graduate school, and approximately 43 percent who completed undergraduate studies. Only less than six percent of Late Millennials, however, completed undergraduate studies, although approximately 70 percent had some college education.

IMPLICATIONS

This section will encompass preliminary practical suggestions for what needs to be implemented in order to successfully revitalize Hagatna. Although the results based on the deliminations of the study do not allow the drawing of general inferences, they do provide useful planning implications to support the preferences and tendencies of a certain percentage of the targeted generation groups. The report only indicates what needs to be accomplished for successful revitalization of the downtown, not how it is to be accomplished. The latter encompasses a more thorough analysis presently beyond the scope of this paper.

Hagatna is linked with its recognition by the Government of Guam as a governmental, commercial, and financial center for Guam, and its further development as an economic zone (Kottura, 2006). The local government is aware of Hagatna's developmental growth and the importance of effective land use controls, in light of the need to avoid problems associated with flooding, deterioration and disuse.

Current reasons Boomers and Millenials visit Hagatna are overwhelmingly business related. From Table 1 and Table 2, Late Boomers' and Early Millennials' daily visits to Downtown Hagatna are primarily due to employment in Hagatna. Boomers are more inclined to visit an office in Hagatna than are Millennials. Late Millennials were more inclined than the other generation groups to shop, as well as just hang out in Hagatna. Early Boomers made more frequent visits to Hagatna than the other three generation groups for a variety of reasons, as reflected in the table below. What this indicates is that the current environment already accommodates the type of commercial business to generate traffic and economy in the downtown area. However, the downtown is still lacking in retail and residential attraction.

From Table 3, on factors that will motivate more frequent visits to Hagatna, there is an apparent lack of a mixed economy on Guam. With the exception of the Early Baby Boomers who noted cultural facilities as a preferred option to motivate more frequent visits, the other generation subgroups highlighted restaurants and retail stores of greater importance, with cultural activities ranking much lower. What is ironic is that currently all development in the downtown Hagatna area has focused on cultural heritage and tourist attraction. While cultural heritage is of extreme importance, the implication of the survey is that development of these types of attractions alone is not enough to foster a strong local economy in the downtown area.

The data indicated that Guam residents are not very likely to move to Hagatna in the proximate future given the current state of downtown. Table 5 revealed a relatively small percentage of respondents willing to move downtown, given current conditions. Of the four generation subgroups, Late Boomers are more likely to consider moving downtown, followed by Early Millennials. The data also revealed that Early Boomers are least likely to want to consider living downtown given Hagatna's current state, followed by Late Millennials. However, the numbers may improve, given recommended factors respondents have provided to increase their likelihood of living downtown. Top recommended factors to increase downtown living appeal, presented in Table 6, include "safe and secure neighborhoods," "nearby employment within walking distance," "accessible, safe and well lit sidewalks", and "nearby restaurants within walking distance". Downtown living preferences were also addressed. Late Boomers and Early Millennials prefer affordable dwellings, while Boomers in general appear attracted to ocean view condominiums.

There were noted concerns about living in Hagatna. Hagatna's flood plain appeared to be a deterrent to some, with a recommendation for better flood control and a better tsunami warning system for the area. One respondent noted that downtown needed to be cleaned up because of its "slummy" appearance. A concern raised was too many homeless roaming the streets of Hagatna. Others noted their preference to stay away from cities or preference for their current village of residence. One proposed having a mass transit system that runs on time, as well as rerouting business traffic.

Further suggestions include having shady areas, home mail delivery or postal service, parks for activities, a boardwalk with restaurants shops, and others by the Oceanside, which stretch from Hagatna to Tamuning. One noted having beautiful condominiums that do not obstruct the public's ocean view, as well as reasonable and affordable homes. Another eyesore cited was the detention center and the red light district in the southern part of downtown (Anigua), with the recommendation to close or remove both. A safe environment was also suggested. There was one recommendation to rework the waterfront through a developer who can model a plan based on Baltimore, Maryland, or Norfolk, Virginia.

Flooding in downtown Hagatna is an issue raised by a few of the survey respondents. The Hagatna River drainage basin is subject to flooding during moderate to heavy rain, due to the limited capacity of the River as well as the inadequate interior drainage within the basin. (Quality Control Plan and Independent Technical Review Plan for Hagatna River Flood Control, Territory of Guam, 2007). As recent as fiscal year 2010 U.S. congressional appropriations reveal a Hagatna River Flood Damage Reduction Project, by the U.S. Army Corps of Engineers, Honolulu District, for the purpose of assisting Guam in maintaining its eligibility for the National Flood Insurance Program. This is critical, as "removal of the Hagatna floodplain and the entire island from this program adversely affects the financing and sale of properties and disallows federal financial aid for structures in the floodplain in the event of future disasters on Guam." Any potential restoration, development, or redevelopment will be mired if Guam's eligibility status for the insurance program is terminated. More than 440 structures are noted to be in the flood plain, prompting the need for flood insurance. One business owner admitted to regular flood insurance due to the businesses located right on the flood hazard area of Hagatna (Calvo, 2010).

Downtowns are attractions to the homeless population. Guam's downtown Hagatna is no exception, as evidenced by the creation of a permanent structure called Kusinan Kamalen Karidat which provides free dinners for the homeless and destitute from 6:00 p.m. to 6:30 p.m. daily. It was noted that Guam is behind on dealing with the issue of homelessness. (Matthews, 2010). One means towards addressing is to ensure data is collected to help the island deal more effectively with its growing homeless population. The Guam Homeless Count began in late January 2010, to gather data on the homeless population. The count will be instrumental in bringing much needed funds to the programs that will help homeless people and families across the island. It is hoped that the results of the homeless count will address the growing homeless population in Guam's capital, and corresponding programs or accommodations to address related concerns downtown.

Regardless of the issues presented, the data reveals an apparent attractiveness for downtown condominiums. This demand for downtown housing coupled with the desire for nearby business implies mixed-use zoning should be a big priority in the redevelopment for downtown Hagatna. Commercial and retail establishments can co-exist within the same building structures. The attraction for living within walking distance of employment may bolster additional merchants to accommodate an expanding downtown residential population. An economic development strategy to address this potential purports to bolster a diversified economy for Guam through a revitalized downtown.

CONCLUSION

A brief review of downtown trends revealed that more locales are seeking ways to diversify urban centers within their respective downtown area, and found that Baby Boomers and Millennials, the two largest generation groups, have been somewhat driving their respective downtown strategies. The purpose of this study was to discuss the potential for developing Guam's downtown Hagatna, and to identify the factors that are perceived to be important towards driving Boomers and Millennials to move downtown. It was the intent of the study as well to provide policy implications for making downtown living a reality, which were addressed in the preceding section. Further, it was the authors' intent to explore the efficacy of downtown revitalization as a sound economic development strategy.

In summary, Guam is not unique in this stance. Like other locales, downtown Hagatna serves as the center for government and business activities. Once a bustling village that hosted the highest population on island, Hagatna is currently the least populated village and is virtually a ghost town at night. Legislation to restore Hagatna's historical landmark demonstrated a serious commitment by the local government towards restoration and redevelopment of downtown Hagatna through the establishment of the Hagatna Restoration and Redevelopment Authority and specific purposes to carry out the scope of Chapter 79 of the Guam Code Annotated. In this regard, nothing has been beyond addressing cultural and historical restoration.

From this study, the data implies not enough focus has been put into developing the local economy, as there has been no restoration aimed at attracting an already limited tourist economy. Further, insufficient focus has been directed at the largest converging generations that already exist on Guam, and their respective desires for more urban housing and mixed-use living. A variety of other attractions and amenities, including a preference for safety and lighting, serve as useful market assessment for restoration and redevelopment planning. As efforts continue towards finalizing a master plan congruent to the scope and intent of Chapter 79, deeper inquiry is necessary into how the land, the law and the local economy--in effect, supply and demand of the two largest converging generations--can be used to maximize redevelopment so that Hagatna is truly the most diverse downtown it could be. Through further studies, the effective application of the law to address mixed use and economic development will yield benefits to the Guam community.

APPENDIX A: SURVEY INSTRUMENT

Factors for Attracting Baby Boomers and Millennials to Downtown Living: Implication for Revitalizing Guam's Downtown Hagatna

The purpose of this research survey is to identify the common factors that may attract adults classified within the Baby Booin and Millennial generations to Downtown Hagatna. Results of this, study will be useful for policy implications and planning efforts toward retraining Hagatna. It will take at least 5 minutes to complete this survey.

The information obtained about you will he kept in confidence. No names will be used. Thank you for your participation

By continuing and conmleting the survey, you are giving-consent.

What is your age (as of your last birthday)?

What is your gender?

In what village do you currently reside? Select one.

Which of these best describes your MAIN REASON for coinrrur to Downtown Hagatna during your last visit? (Select one only.)

During your last visit what mode of transportation did you use to get to Downtown Hagatna?

Downtown Hagatna is in the process of revitalization efforts. Which of the following additions would cause you to visit downtown Hagatna more frequently? (Multiple responses allowed.)

Given its current state, how likely would you be to consider lining in Downtown Hagatna within the next 3 years?

Would you say that you would be very likely, somewhat likely, somewhat unlikely or very unlikely?

Which of the following would increase your likelihood of w-anting to live in {or move to) Downtown Hagatna sometime in the future? {Select all that apply.)

How many times have you visited Downtown Hagatna m the past three months, or 90 days?

ADDITIONAL DEMOGRAPHIC INFORMATION

What is your employment status? (Select one only.)

What is your marital status?

How many children live with you?

What was the last grade of school you completed? [Select one only.)

The purpose of this research survey is to identify the common factors that may attract adults classified within the Baby Boom and Millennial venerations to Downtown Hagatna. Results of this study will he useful for policy implications and planning efforts toward revitalizing Hagatna. It will take at least 5 minutes to complete this survey. The information obtained about you will be kept in. confidence. No names will be used. Thank you for your participation.

By continuing and completing the survey, you are giving consent.

REFERENCES

Calvo, P. M. (2010, February 2). Personal communication.

Chapter 79 Restoration of Hagatna. 21 GCA Real Property. Guam Code Annotated. Retrieved on December 17, 2009, from www.justice.gov.gu/CompilerofLaws/GCA/21gca/21gc079.PDF.

"Destination Development & Enhancements", Five Year Strategic Plan FY2007--FY2011. Retrieved on January 11, 2010,

http://visitguam2007.org.previewyoursites.com/activities/docs/ 5_year_strategic_plan/destination_development_and_enhancements.pdf.

FY2010 Appropriations. Retrieved on January 28, 2010, from http://www.house.gov/bordallo/appropriations.shtml. The Good Life in the Big City (May 2004). AARP Bulletin Today. Retrieved on November 15, 2010, from www.aarp.org/family/housing/articles/goodlife.html.

Hagatna. Retrieved on January 21, 2010, from http://www.destination360.com/australia-southpacific/guam/hagatna.

Hagatna Land Use Plan 2006, Draft version (2006, June 22). Hagatna Restoration and Redevelopment Authority.

Kennedy, P. "Sustainability, Urbanity, and You: How Millennials will Change the World and Architecture, TJ8. Retrieved on October 30, 2009, from http://info.aia.org/nwsltr_print.cfm?pagename=nacq_090122_kennedy.

Mason, B. (2007, August 12). Stores, transit, walkability: To attract millennials, appeal to their desires. Retrieved on January 15, 2010, from http://www.michiganfuture.org/Articles/ Crains081207AttractMillennials.pdf.

Matthews, L. (2010). Guam to Survey Homeless Population. Pacific Daily News. Retrieved January 18, 2010, from http://pidp.eastwestcenter.org/pireport/2010/January/01-18-08.htm.

Quality Control Plan and Independent Technical Review Plan for Hagatna River Flood Control, Territory of Guam, 2007.

Sablan, R.G. (2005, November 22). KOTTURA Cultural Destination Development. Guam Economic Development and Commerce Authority.

Stanton, J. M. (1998). An empirical assessment of data collection using the Internet. Personnel Psychology, 51(3), 709-725.

Thompson, L.F., Surface, E.A., Martin, D.L., & Sanders, M.G. (2003). From paper to pixels : Moving personnel surveys to the Web. Personnel Psychology, 56 (1); 197-227.

Volk, L. & T. Zimmerman (n.d.). America's Two Largest Generations Are Headed Downtown. Retrieved on December 21, 2009, from http://cnunext.org/icharrette/documents/ DemographicImperative.pdf

Witmer, D.F., R.W. Colman, R.W. & S.L. Katzman (1999). From paper-and-pencil to screen-and-keyboard: Toward a methodology for survey research on the Internet. In S. Jones (Ed.), Doing Internet Research: Critical Issues and Methods for Examining the Net (pp. 145-161). Thousand Oaks, CA: Sage.

Wright, K.B. (2005). Researching Internet-based populations: Advantages and disadvantages of online survey research, online questionnaire authoring software packages, and web survey services. Journal of Computer-Mediated Communication, 10(3), article 11. http://jcmc.indiana.edu/vol10/issue3/wright.html

Vanessa Lee Williams, University of San Francisco School of Law

Anita Borja Enriquez, University of Guam Table 1 Boomers and Millennials Frequency of Visits to Downtown Hagatna within Last 90 Days Early Baby Late Baby Early Late Boomers Boomers Millennials Millennials None 2.27% 0.00% 7.94% 0.00% Once a week 34.09% 14.00% 23.81% 13.51% Two to three 27.27% 34.00% 22.22% 37.84% times per week Daily 34.09% 38.00% 31.75% 8.11% Once a month 0.00% 8.00% 7.94% 18.92% Twice a month 2.27% 6.00% 6.35% 21.62% TOTAL N=44 N=50 N=63 N=37 Table 2 Main Reason to Visit Downtown Hagatna within Past 90 Days EBB EBB Rank LBB LBB Rank Work in Hagatna 18.60% 2 32.00% 1 Visit an office in Hagatna 32.56% 1 26.00% 2 Dine at a restaurant 18.60% 2 22.00% 3 Go to the Chamorro Village 9.30% 4 6.00% 5 Shop at a store 11.63% 3 10.00% 4 Go to the Cathedral/Basilica 6.98% 5 4.00% 6 Go to a bar 2.33% 6 0.00% N/A Go to an event 0.00% N/A 0.00% N/A Just to "hang out" 0.00% N/A 0.00% N/A TOTAL N=43 N=50 EM EM Rank LM LM Rank Work in Hagatna 26.98% 1 5.41% 6 Visit an office in Hagatna 15.87% 4 18.92% 3 Dine at a restaurant 25.40% 2 24.32% 2 Go to the Chamorro Village 6.35% 5 8.11% 5 Shop at a store 17.46% 3 27.03% 1 Go to the Cathedral/Basilica 1.59% 7 2.70% 7 Go to a bar 1.59% 7 0.00% N/A Go to an event 1.59% 7 2.70% 7 Just to "hang out" 3.17% 6 10.81% 4 TOTAL N=63 N=37 (EBB=Early Baby Boomers, LBB=Late Baby Boomers, EM=Early Millennials, LM=Late Millennials) Table 3 Factors to Motivate More Frequent Visits to Downtown Hagatna EBB EBB Rank LBB LBB Rank More retail stores 7.06% 5 9.55% 2 More sit-down restaurants 10.59% 2 9.85% 1 More fast food restaurants 2.75% 11 3.28% 10 Business center 3.92% 7 3.88% 8 Art gallery 6.27% 6 7.46% 5 Museum 8.63% 3 8.36% 5 Cultural facilities 10.98% 1 8.66% 4 Meeting venues 7.06% 5 7.46% 5 Face-to-face Satellite 2.35% 12 2.09% 12 college class offerings More entertainment/theaters 8.63% 3 8.66% 4 More bars 0.78% 13 1.19% 13 Book store 8.24% 4 5.97% 6 Wireless Internet Access 3.53% 8 2.69% 11 Coffee Shop Adequate street and sidewalk 2.75% 10 5.67% 7 lighting Friends who live downtown 8.63% 3 8.96% 3 Other responses 3.14% 9 3.58% 9 EM EM Rank LM LM Rank More retail stores 10.07% 2 13.24% 1 More sit-down restaurants 10.30% 1 12.25% 2 More fast food restaurants 3.66% 12 3.92% 9 Business center 3.89% 11 5.39% 6 Art gallery 5.72% 7 3.43% 10 Museum 7.32% 4 3.92% 9 Cultural facilities 6.86% 6 3.43% 10 Meeting venues 5.26% 8 7.35% 4 Face-to-face Satellite 3.43% 13 2.94% 11 college class offerings More entertainment/theaters 7.09% 5 10.78% 3 More bars 4.81% 10 3.92% 9 Book store 7.55% 3 3.92% 9 Wireless Internet Access 5.72% 7 6.86% 5 Coffee Shop Adequate street and sidewalk 3.20% 14 4.41% 8 lighting Friends who live downtown 7.55% 3 6.86% 5 Other responses 5.03% 9 4.90% 7 (EBB=Early Baby Boomers, LBB=Late Baby Boomers, EM=Early Millennials, LM=Late Millennials) Table 4: Source of Transportation to Downtown Hagatna Early Baby Late Baby Early Late Boomers Boomers Millennials Millennials Drove own car 97.67% 96.00% 87.10% 70.27% Rode as passenger 2.33% 4.00% 12.90% 27.03% in another car Bus 0.00% 0.00% 0.00% 0.00% Walked 0.00% 0.00% 0.00% 0.00% Rode bicycle 0.00% 0.00% 0.00% 0.00% Other mode of 0.00% 0.00% 0.00% 2.70% transportation TOTAL N=43 N=50 N=62 N=37 Table 5 Likelihood of Boomers and Millennials to Consider Living in Downtown Hagatna within the Next 3 Years Likelihood of Early Baby Late Baby Early Late Living Downtown Boomers Boomers Millennials Millennials Very Likely 6.98% 16.00% 8.06% 2.70% Somewhat likely 6.98% 10.00% 14.52% 10.81% Somewhat unlikely 25.58% 10.00% 29.03% 43.24% Very unlikely 58.14% 58.00% 40.32% 27.03% DON'T KNOW 2.33% 6.00% 8.06% 16.22% TOTAL N=43 N=50 N=62 N=37 Table 6 Factors That Will Increase Likelihood of Wanting to Live in Downtown Hagatna EBB LBB EM EM EBB Rank LBB Rank Rank Availability of 3.18% 13 4.10% 10 4.76% 10 energy efficient homes Availability of 3.47% 12 5.90% 4 7.54% 2 affordable single family dwellings Availability of 4.05% 11 3.33% 13 6.15% 5 affordable condominium unit dwellings Availability of 6.36% 5 5.13% 6 4.56% 11 ocean-view housing/condominium units Accessible, safe and 7.51% 2 7.69% 2 7.54% 2 well-lit sidewalks Accessible 5.20% 7 5.90% 4 5.36% 8 pedestrian crosswalks Nearby (walking-distance) 4.34% 10 3.59% 12 4.76% 10 coffee shop with Internet access Nearby 4.62% 9 5.64% 5 5.36% 8 (walking-distance) convenience store Nearby 6.94% 4 6.15% 3 6.35% 4 (walking-distance) restaurant(s) LM LM Rank Availability of 5.83% 6 energy efficient homes Availability of 5.28% 7 affordable single family dwellings Availability of 4.72% 9 affordable condominium unit dwellings Availability of 3.89% 10 ocean-view housing/condominium units Accessible, safe and 6.67% 3 well-lit sidewalks Accessible 4.72% 9 pedestrian crosswalks Nearby (walking-distance) 5.00% 8 coffee shop with Internet access Nearby 6.67% 3 (walking-distance) convenience store Nearby 6.11% 5 (walking-distance) restaurant(s) Table 7 Frequency of Baby Boomers and Millennials by Marital Status Early Baby Late Baby Early Late Boomers Boomers Millennials Millennials Single (or 26.19% 23.40% 69.84% 100.00% Divorced) Married 73.81% 76.60% 30.16% 0.00% TOTAL N=42 N=47 N=63 N=36 Table 8 Frequency of Baby Boomers and Millennials by Number of Children in Household Early Baby Late Baby Early Late Boomers Boomers Millennials Millennials None 53.49% 29.79% 53.97% 72.97% 1 to 3 44.19% 59.57% 41.27% 21.62% More than 3 2.33% 10.64% 4.76% 5.41% TOTAL N=43 N=47 N=63 N=37 Table 9 Frequency of Baby Boomers and Millennials by Employment Status Early Baby Late Baby Early Late Boomers Boomers Millennials Millennials Work full-time 68.18% 89.80% 77.78% 2.70% Work part-time 4.55% 0.00% 11.11% 56.76% Not employed 2.27% 2.04% 11.11% 40.54% Retired (Not 6.82% 2.04% 0.00% 0.00% employed) Retired 18.18% 6.12% 0.00% 0.00% (Employed) TOTAL N=44 N=49 N=63 N=37 Table 10 Range of Total Household Annual Income Level by Baby Boomers and Millennials Early Baby Late Baby Early Late Boomers Boomers Millennials Millennials Under $15,000 2.50% 0.00% 6.67% 27.78% $15,000 to $24,999 0.00% 2.00% 15.00% 5.56% $25,000 to $34,999 5.00% 4.00% 16.67% 11.11% $35,000 to $49,999 17.50% 6.00% 18.33% 5.56% $50,000 to $74,999 25.00% 22.00% 16.67% 19.44% $75,000 to $99,999 20.00% 20.00% 13.33% 16.67% $100,000 to 17.50% 24.00% 8.33% 5.56% $149,999 $150,000 or more 12.50% 22.00% 5.00% 8.33% TOTAL N=40 N=50 N=60 N=36 Table 11 Breakdown of Baby Boomers and Millennials by Level of College Education Early Baby Late Baby Early Late Level of Education Boomers Boomers Millennials Millennials Some high school 0.00% 0.00% 0.00% 0.00% Completed high 2.27% 4.08% 3.17% 24.32% school Some college 18.18% 12.24% 26.98% 70.27% Completed college 11.36% 36.73% 42.86% 5.41% Some graduate 15.91% 16.33% 14.29% 0.00% school Completed graduate 52.27% 30.61% 12.70% 0.00% school TOTAL N=44 N=49 N=63 N=37