RRP_Phase_1 Collection GuidePlan Facilitator Data Collection Guide | 1
RAPID RECOVERY PLANS
Plan FacilitatorData Collection Guide
Phase 1: Diagnostic
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Why are we
collecting
baseline data?
This guide outlines a standard list of baseline data that must
be collected by Plan Facilitators in Phase 1: Diagnostic.
Baseline data collected will be used by the Commonwealth
to communicate overall program impact and to support
future funding and resource allocations that may be used
toward implementation of final projects across
participating communities.
Baseline data sets a minimum expectation for data collection
and only reflects what the Commonwealth is requesting from
all Plan Facilitators such that it will enable the measurement
of COVID impacts at the State level for all participating
communities. Beyond the baseline data outlined in this guide,
it is expected that Plan Facilitators (PF’s) will glean additional
insight from their analysis, observations and feedback from
the community and businesses. Plan Facilitators should
ensure that additional information collected through their
own discretionary methods and processes will be integrated
into the Diagnostic section of each final Rapid Recovery Plan
and will be used to inform the unique Project
Recommendations that emerge through this process.
How to report
baseline data?
Unless unavailable or non-applicable to the community, all
data listed as ‘Required’ in the following section of this guide
must be reported by Plan Facilitators to the Commonwealth.
The Commonwealth will distribute a password-protected digital
form to Plan Facilitators following project kick-off that must be
used to submit ‘Required’ data points from Phase 1: Diagnostic.
As each community is only allowed ONE form submission,
Plan Facilitators are advised to maintain individual master
records of all data collected through Phase 1: Diagnostic (e.g.
Word/Excel document) prior to submitting data through the
digital form.
Required baseline data for each community must be
submitted by all Plan Facilitators prior to the start of Phase 2.
BASELINE
DATA MATRIX
Section 1:
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Indicator Required Municipality Study Area
Specific Site/
Location within
Study Area
Average Annual Daily Vehicular Traffic
(2019 or earlier) - Primary Street
Average Annual Daily Vehicular Traffic
(2019 or earlier) - Secondary Street
Average Annual Daily Vehicular Traffic
(2020 or more recent) - Primary Street
Average Annual Daily Vehicular Traffic
(2020 or more recent) - Secondary Street
Total No. of Parking Spaces
(On-Street and Off-street)
Average Annual Daily Pedestrian Traffic
(2019 or earlier) - Primary Street
Average Annual Daily Pedestrian Traffic
(2020 or more recent) - Primary Street
Average Annual Daily Pedestrian Traffic
(2019) - Secondary Street
Average Annual Daily Pedestrian Traffic
(2020 or more recent) - Secondary Street
Physical Environment
ACCESS
Type of Data Recommended Data Sources Other Potential Data Sources
Quantitative
(Whole number)Mass DOT Traffic Volume -
Quantitative
(Whole number)Mass DOT Traffic Volume -
Quantitative
(Whole number)Local estimates (Interviews)-
Quantitative
(Whole number)Local estimates (Interviews)-
Quantitative
(Whole number)
Town parking maps
(typically available for parking benefit districts)
Field survey during site visit;
Aerial survey (Google Maps)
Quantitative
(Whole number)
Downtown/commercial district organization
pedestrian counter data (if available) Implement circulator/shuttle service
Quantitative
(Whole number)
Downtown/commercial district organization
pedestrian counter data (if available) Mass DOT Mobility Dashboard
Quantitative
(Whole number)
Downtown/commercial district organization
pedestrian counter data (if available) Mass DOT Mobility Dashboard
Quantitative
(Whole number)
Downtown/commercial district organization
pedestrian counter data (if available) Mass DOT Mobility Dashboard
Geography of Data
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Physical Environment
PUBLIC REALM
Indicator Required Municipality Study Area
Specific Site/
Location within
Study Area
Total Open/Public Space Area—
parks + plazas
Sidewalk Grade*
Street Trees and Benches Grade*
Lighting Grade*
Wayfinding/Signage Grade*
Roadbed and Crosswalks Grade*
*Refer to RRP Public Realm Scoring Guide (page 19)
Type of Data Recommended Data Sources Other Potential Data Sources
Quantitative
(SF)Town Open Space Map Aerial survey
(Google Maps)
Quantitative
(A, B, C, or Fail)Site Visit -
Quantitative
(A, B, C, or Fail)Site Visit -
Quantitative
(A, B, C, or Fail)Site Visit -
Quantitative
(A, B, C, or Fail)Site Visit -
Quantitative
(A, B, C, or Fail)Site Visit -
Geography of Data
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Physical Environment
PRIVATE REALM
Indicator Required Municipality Study Area
Specific Site/
Location within
Study Area
Total No. of Storefronts
Total No. of Storefronts
Total Ground Floor Office Space
Total Ground Floor Manufacturing Space
Window Grade*
Outdoor Display/Dining Grade*
Signage Grade*
Awning Grade*
Façade Grade*
Façade Grade*
*Refer to RRP Public Realm Scoring Guide (page 21)
Type of Data Recommended Data Sources Other Potential Data Sources
Quantitative
(Whole number)
Downtown/Commercial District
organization database
Aerial survey
(Google Maps)
Quantitative
(SF)
Municipality land use maps (GIS),
Municipality tax assessment, CoStar
Aerial survey
(Google Maps)
Quantitative
(SF)
Municipality land use maps (GIS),
Municipality tax assessment, CoStar
Aerial survey
(Google Maps)
Quantitative
(SF)
Municipality land use maps (GIS),
Municipality tax assessment, CoStar
Aerial survey
(Google Maps)
Qualitative
(A,B,C or Fail)Site Visit -
Qualitative
(A,B,C or Fail)Site Visit -
Qualitative
(A,B,C or Fail)Site Visit -
Qualitative
(A,B,C or Fail)Site Visit -
Qualitative
(A,B,C or Fail)Site Visit -
Quantitative
(A,B,C or Fail)Site Visit -
Geography of Data
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Market Information
CUSTOMER BASE
Indicator Required Municipality Study Area
Specific Site/
Location within
Study Area
Total Resident Population
(Current/2021 estimates)
Median Household Income
(Current/2021 estimates)
Median Age
(Current/2021 estimates)
Average Household Size
(Current/2021 estimates)
Population by Educational Attainment
(Current/2021 estimates)
Less than High School; High School Graduate (or GED); Some College, No Degree; Associate Degree; Bachelor’s Degree; Masters/Professional School/Doctorate Degree
Population by Age Distribution
(Current/2021 estimates)
Age 0–17; Age 18–20; Age 21–24; Age 25–34; Age 35–44; Age 45–54; Age 55–64; Age 65–74; Age 75–84; Age 85+
Population by Race/Ethnicity
(Current/2021 estimates)
White Alone; Black or African American Alone; American Indian and Alaska Native Alone; Asian Alone; Native Hawaiian and Other Pacific Islander Alone; Some Other Race Alone; Two or More Races; Hispanic or Latino; Not Hispanic or Latino
Total Workforce/Employees
(2018 or more recent)
Total Secondary/Post Secondary
Student Population (2019 or more recent)
Total Annual Visitors
(2019 or more recent)
* Please note the limitations of small-area demographic forecasts.
Plan Facilitators are advised to omit data at study area-level in study areas measuring less than approximately 1 sq mile.
Type of Data Recommended Data Sources Other Potential Data Sources
Quantitative
(Whole number)
Paid Proprietary Data Platforms including
ESRI Business Analyst Online, PolicyMap,
Social Explorer, Claritas
Municipality-level: US Census
Quantitative
(Whole number)
Paid Proprietary Data Platforms including
ESRI Business Analyst Online, PolicyMap,
Social Explorer, Claritas
Municipality-level: US Census
Quantitative
(Decimal)
Paid Proprietary Data Platforms including
ESRI Business Analyst Online, PolicyMap,
Social Explorer, Claritas
Municipality-level: US Census
Quantitative
(Decimal)
Paid Proprietary Data Platforms including
ESRI Business Analyst Online, PolicyMap,
Social Explorer, Claritas
Municipality-level: US Census
Quantitative
(Whole number)
Paid Proprietary Data Platforms including
ESRI Business Analyst Online, PolicyMap,
Social Explorer, Claritas
Municipality-level: US Census
Quantitative
(Whole number)
Paid Proprietary Data Platforms including
ESRI Business Analyst Online, PolicyMap,
Social Explorer, Claritas
Municipality-level: US Census
Quantitative
(Whole number)
Paid Proprietary Data Platforms including
ESRI Business Analyst Online, PolicyMap,
Social Explorer, Claritas
Municipality-level: US Census
Quantitative
(Whole number)Census Bureau OnTheMap -
Quantitative
(Whole number)National Center for Education Statistics -
Quantitative
(Whole number)
Annual report of cultural institutions;
Tourism Bureau/Visitor Center data -
Geography of Data
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Indicator Required Municipality Study Area
Specific Site/
Location within
Study Area
Total No. of Businesses
(March 2020) – by NAICS categories*
Total No. of Businesses
(Current/2021) – by NAICS categories*
Total No. of Business Closures
(Since March 2020) – by NAICS categories*
Total No. of Vacant Storefronts (Current/2021)
Total Ground Floor Commercial Vacant Space
(Current/2021) - including office, retail,
and manufacturing
Average Asking Rent for
Ground Floor Retail Space (Current/2021)
Average Asking Rent for
Ground Floor Office Space (Current/2021)
*Refer to required NAICS industries table (page 24)
Business Environment
TENANT MIX & VACANCY
Type of Data Recommended Data Sources Other Potential Data Sources
Quantitative
(Whole number)
Paid Proprietary Data Platforms including
ESRI Business Analyst Online, PolicyMap,
Social Explorer, Claritas
Downtown/commercial district
organization database
Quantitative
(Whole number)Site Visit Downtown/commercial district
organization database
Quantitative
(Whole number)Local business surveys
Local estimates (Interviews);
Downtown/commercial district
organization database
Quantitative
(Whole number)Site Visit CoStar
Quantitative
(SF)Site Visit CoStar
Quantitative
(PSF)
(Decimal)
Local estimates (Interviews)CoStar
Quantitative
(PSF)
(Decimal)
Local estimates (Interviews)CoStar
Geography of Data
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Indicator Required Municipality Study Area
Specific Site/
Location within
Study Area
Is there a viable organization*
acting as a steward for the study area?
Annual Budget of District
Management Organization
* The successful implementation of interventions and projects requires a viable organization with the expertise, know-how, and authority to carry out and advocate
for resources and investments around economic development. These organizations may come in a variety of forms, including but not limited to Community
Development Corporations (CDCs), Business Improvement Districts (BIDs), Parking Management Districts (PMDs), volunteer based organization, Chambers of
Commerce, Regional Tourism Organization (RTO), anchor institutions, and other nonprofit and community-based groups.
Administrative Capacity
Type of Data Recommended Data Sources Other Potential Data Sources
Quantitative Site Visit and Stakeholder Interviews -
Quantitative
(Whole number)Site Visit and Stakeholder Interviews -
Geography of Data
RRP PHYSICAL
ENVIRONMENT
SCORING GUIDE
Section 2:
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Physical
Environment
PUBLIC REALM
Roadbed and Crosswalk
Street Trees and Benches
Sidewalk
Street Lighting
Wayfinding/Signage
Element
Guiding
Principles A B C FAIL
Sidewalks Sidewalks should be wide
enough to accommodate both
the flow of customers and
spillover retail/dining activity.
In addition, sidewalks should
be clean and well-maintained
to ensure the safety and
comfort of pedestrians.
More than 75% of
sidewalks in the study
area are cleaned,
well-maintained and
accessible to multiple
users across different
ages and abilities.
About 50% of sidewalks
in the study area
are cleaned and
well-maintained.
More than 25% of
sidewalks in the study
area pose challenges
to the pedestrian
experience (including
narrow sidewalks and
lack of cleanliness/
maintenance).
There are no
sidewalks in the
study area.
Street Trees
and Benches
Sidewalks should facilitate a
variety of activities, including
resting, people-watching and
socializing. Street trees and
benches are key amenities
that support such activities
and should be made available
without disrupting the flow
of pedestrians.
Street trees and
benches are readily
available throughout
the study area. They are
well-designed, well-
maintained, and offer
shade and comfort
to pedestrians.
Although street trees
and benches are
available across the
study area, these
amenities have not
been cleaned or
well-maintained, and
require improvements.
Limited availability
of street trees and
benches creating
uncomfortable
pedestrian experience.
There are no street
trees and benches
in the study area.
Lighting Street lighting improves
pedestrian visibility and
personal safety, as well as
aids in geographic orientation.
More than 75% of the
study area utilizes
a range of lighting
strategies to ensure
safety of pedestrians
and motorists, as well
as highlight the identity
and history of an area.
About 50% of the study
area is serviced by
street lighting that
supports pedestrian
visibility and safety.
Street lighting on the
primary street in the
study area does not
support pedestrian
visibility and safety.
There is no street
lighting in the
study area.
Wayfinding/
Signage
A wayfinding system supports
overall accessibility of a
commercial district. It benefits
pedestrians and bicyclists,
and directs motorists to park
and walk. Without clear visual
cues, customers may find it
difficult to park or may be less
aware of local offerings.
There is a
comprehensive and
cohesive wayfinding
system that offers
geographic orientation
to pedestrians, cyclists,
and motorists. Signage
reflect the brand and
identity of the area.
Wayfinding in the study
area is primarily geared
towards directing
motorists across the
study area. There is
limited signage to
identify key assets
and destinations
to pedestrians.
Limited to no signage
available throughout the
study area.
There is no
wayfinding/signage
in the study area.
Roadbed and
Crosswalks
Roads should be well-
maintained to ensure safety
of drivers and pedestrians.
Crosswalks that are unsafe
or inconvenient to customers
may undermine accessibility
between stores and overall
shopper experience.
Roads are designed to
balance the needs of
motorists, cyclists, and
pedestrians and create
a safe environment for
all users.
Roads are designed
primarily to move motor
vehicles across the
study area efficiently,
with limited crosswalks
for pedestrians.
Roads are hazardous
to all users.
The study area is
not connected by
any major roads.
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Façade
Awning
Window
Signage
Outdoor Display
Lighting
Physical
Environment
PRIVATE REALM
Element
Guiding
Principles A B C FAIL
Window Storefronts that maintain a
minimum of 70% transparency
ensure clear lines of sight
between the business and
the sidewalk to enhance
attractiveness of storefront,
as well as improve safety for
the business, customers,
and pedestrians.
More than 75% of
storefronts maintain
windows with at least
70% transparency.
About 50% of storefront
windows maintain
windows with at least
70% transparency.
More than 25% of
storefronts have
windows with
limited transparency.
All storefronts
are boarded up
and/or have
limited transparency.
Outdoor
Display/
Dining
Attractive window displays
and spillover retail/restaurant
activity on sidewalks or
adjacent parking spaces can
help contribute to overall
district vibrancy.
More than 75% of
storefronts feature
an attractive window
display and/or spillover
merchandise and dining
areas that alignn with
the brand and identity of
the district.
About 50% of
storefronts maintain
an attractive window
display with limited
spillover merchandise
and/or dining areas.
More than 25% of
storefronts have
spillover merchandise
display and outdoor
dining that pose
challenges to the
pedestrian experience.
There is no spillover
retail/restaurant
activity in the district.
Signage Signage can help customers
identify the location of
storefronts and businesses
from a distance. Signage
should also reflect the visual
brand and identity of tenants
to help attract new customers.
More than 75% of
storefront signs reflect
the unique brand
identity of tenants and
can be easily seen
from more than
10 ft distance.
About 50% of
storefronts have clear
signage that reflect
basic businness
information and can
easily be seen from
adjacent sidewalks.
More than 25% of
storefronts have
signage that does not
communicate names
of business or types of
products/services
being offered.
Storefronts in the
study area do not
have signage.
Awning Awnings can provide shade
during warmer months,
enabling comfortable outdoor
dining arrangements for
customers. However, they
must be well-maintained and
designed in coordination with
other elements of
the storefront.
More than 75% of
properties in the study
area have retractable
awninngs that have
been well-maintained
and cleaned.
About 50% of properties
in the study area have
functioning awninngs
that have been well-
maintained and cleaned.
More than 25% of
properties in the
study area do not
have awnings and/or
have awnings that are
unusable or have not
been cleaned
and maintained.
Storefronts in the
study area are
not equipped
with awnings.
Façade Storefronts that use high-
quality and durable building
materials, as well as paint
and color to differentiate
from other businesses, can
dramatically improve the
appearance of the commercial
district to potential customers.
More than 75% of
properties have
well-maintained
façades. Limited
structural
enhancements
are required.
Although most
properties in the
study area have clean
and well-maintained
façades, there is at least
one significant property
requiring structural
façade improvements.
More than 25% of
properties require
significant building
façades improvements,
including power
washing, painting,
and structural
enhancements.
All properties in the
study area require
significant façade
improvements.
Lighting Storefront interior lighting
after business hours help
enliven the corridor and boost
security on the street.
More than 75% of
storefronts have
lighting that help
illuminate sidewalks.
About 50% of
storefronts have
some interior
lighting that help
illuminate sidewalks.
More than 25% of
storefronts do not
have lighting.
All storefronts in
the study area are
shuttered and dark
at night.
TABLE OF REQUIRED
NAICS INDUSTRIES
Section 3:
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Code Industry Required
11 Agriculture, Forestry, Fishing and Hunting
21 Mining
22 Utilities
23 Construction
31-33 Manufacturing
3113 Sugar and Confectionery Product Manufacturing
3114 Fruit and Vegetable Preserving and Specialty Food Manufacturing
3115 Dairy Product Manufacturing
3118 Bakeries and Tortilla Manufacturing
3119 Other Food Manufacturing
3121 Beverage Manufacturing
42 Wholesale Trade
44-45 Retail Trade
4421 Home Furniture and Furnishings
4431 Electronics and Appliances
4441 Building Materials, Garden Equipment and Supply
4442 Lawn and Garden Equipment and Supplies
4451 Grocery Stores
4452 Specialty Food
4453 Beer, Wine and Liquor
4461 Health and Personal Care
4481 Clothing and Accessories
4511 Sporting Goods, Hobby, Books and Music
Code Industry Required
4522 Department Store
4523 General Merchandise
4531 Florists
4532 Office supplies, Stationery and Gift Stores
4533 Used Merchandise Stores
4539 Other Miscellaneous Stores
48-49 Transportation and Warehousing
51 Information
52 Finance and Insurance
53 Real Estate Rental and Leasing
54 Professional, Scientific and Technical Services
55 Management of Companies and Enterprises
56 Administrative and Support and Waste Management and Remediation Services
61 Educational Services
62 Health Care and Social Assistance
71 Arts, Entertainment and Recreation
72 Accommodation and Food Services
7211 Accommodation
7224 Drinking Places (Alcoholic Beverages)
7225 Restaurants and Other Eating Places
81 Other Services (except Public Administration)
92 Public Administration
Required NAICS by Industry
PHOTO INVENTORY/
VISUAL CHECKLIST
Section 4:
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Category Types of Photos
Public Realm • Public spaces (seating areas, stages/performance areas, events)
• Sidewalks (surfaces, trash cans, benches, lighting, street trees/landscaping)
Access • Roadway (surfaces, crossings, curbs, street light poles)
• Transit stops (structures/shelters, entrances, signage, lighting)
• Parking Areas (signage, payment syestems, lighting)
Visibility • Signage (road signage, storefront signage, etc.)
• Lighting (streets, sidewalks, storefronts)
Private Realm • Storefront vacancies/ Vacant Lots
• Storefront façades - windows, awning, signage, lighting
• Outdoor dining and merchandise display
• Nodes of business activity/popular businesses and services
Brand/
Marketing
• District brand collateral (light pole banners, brochures, window decals)
• Store logos/iconography
Taking photos
of your community
As Plan Facilitators, we recommend keeping a
comprehensive inventory of high-quality images taken at site
visits and stakeholder engagements. Plan Facilitators will
be required to submit three images of the study area that
may be used in program collateral and/or press material.
These images should be used to strengthen findings from
Phase 1: Diagnostic and/or in developing project
recommendations in subsequent phases of the project.
The following table offers a guide for the types of photos you may want to take in your communities:
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Created by for the
Rapid Recovery Plan Program (2021)