FOCUS GROUP SUMMARY
Showplace Square-Potrero Hill Community Planning Process
Internal Draft, SE, 9-12-02, cont. 9/27/02
This document summarizes the process and results of the PDR Focus Groups that were conducted as part
of the community planning process for the Showplace Square-Potrero Hill area. Please call or e-mail
Scott T. Edmondson, AICP, (415-558-6384); Scott.Edmondson@SFGov.org for further information or
questions.
Purpose
The focus groups were conducted as an additional method of the community planning process to identify
planning values important to PDR businesses who are under represented in the workshops.
Selection Process
The goal was to meet with a broadly representative group of PDR firms who had not participated in the
workshops. Scott Edmondson identified a set of firms in the Showplace Square area. Selections based on
fieldwork and the business database, as well as through consultations with Paul Lord (co-coordinator with
Scott for the planning process) and Miriam Chion (Director of the Community Planning for all five areas
of the Eastern Neighborhoods). The list contained 18 firms (See Attachment A) and Scott phoned each
firm once to invite them to participate. The Departmentís target for the focus group was six to twelve
firms as a good size for an informal discussion of issues and concerns. Follow-up phone calls would be
made if the first round did not generate 6-12 participants.
The first round of phoning generated nine interested firms (see attendees below). It also generated
interest by the Design Trade Resource Association (DTRA) of the Design Center, but they could not
make the preset meeting date. As a result, they offered to set up a second focus group with DTRA firms
at the Galleria. Twelve businesses were contacted and seven attended (see Appendix A)
Time and Attendees
The first meeting was held on July 25, 2002 from 10:30 AM to Noon, at the Golden Gate Disposal
Company (900 Berry Street at 7th St.). Attendees were as follow