Marpole
Neighbourhood Market Profile Marpole is a younger to middle-aged, highly educated and ethnically diverse community at the southwest edge of Vancouver.1 The area is comprised of proportionately more residents with Chinese, British and Canadian heritage than average for the City of Vancouver. English is the dominant household language for area residents; however, many other languages are commonly heard in the area, including a strong Chinese base as well as Tagalog (Filipino), Russian, Japanese and Spanish.
Household sizes in the area are typical for Vancouver and slightly smaller than the GVRD. With a high proportion of apartment-type housing and a high mobility rate, the Marpole area has significantly fewer homeowners than the City or GVRD overall. Marpole also has significantly more immigrants from outside Canada than average for the City or Region. Reflecting the higher proportion of Marpole residents currently attending school, higher recent immigration levels and slightly smaller household sizes, Marpole exhibits lower average household incomes than residents of Vancouver and the GVRD overall. Although sales and service positions are the most common job type for Marpole residents, a higher share are employed in business/ finance/administrative, natural and applied sciences and health occupation positions than in the City and Region overall. A smaller share of Marpole residents are employed in management, processing/manufacturing/utility and primary industry positions. 1. For the purposes of this study, the Marpole BIA residential catchment area is defined as all residences within a one-kilometre radius of West 68th Avenue and Granville Street. About the BIA The Marpole Business Improvement Area (BIA) is a relatively small area (see Figure 1). Its boundaries include the six blocks between West 63rd and West 71st Streets on Granville Street, comprising 194 businesses and approximately 1,000 employees. Its primary residential base is the area within a one-kilometre radius of West 68th Avenue and Granville Street, which comprises over 14,500 residents. This report provides an overview of the Marpole neighbourhood market, focusing primarily on population, household and spending statistics.2 The Marpole Commercial Area Profile focuses on key market information including zoning & development potential as well as business and employee mix. 2. Unless otherwise stated, statistics used in this report come from Statistics Canada’s 2001 Census data. Census data is copyrighted material and any reproduction without prior approval is prohibited. Fast Facts- BIA size: 6 city blocks; residential area size: 8.4 hectares
- 14,596 residents and a daytime employee base of over 4,255, including 1,003 within the BIA itself.
- Population density per sq km: 45, as compared with 48 for Vancouver and 7 for the GVRD.
- Residential base is growing at a faster rate (9%) than the City (3%) and GVRD (5%).
- Well-educated residential base (76% have some form of post-secondary education). Higher than usual proportion of adult residents attending school, particularly on a full-time basis.
- Residents are primarily employed in sales and service positions, although there is a higher share employed in business/ finance/administrative, natural and applied sciences, and health occupation positions than in the City and Region overall.
- Average household size: 2.3 people, as compared with 2.3 for Vancouver and 2.6 for the GVRD.
- Average household income: $58,117 as compared with $64,889 and $68,853 for Vancouver and the GVRD respectively.
- Average house price: $637,023 significantly lower than average for Vancouver West. Many residents of the area are renters.
- Dominant language: English and Chinese. Significantly higher incidence of Chinese than Vancouver and the GVRD. Also more Tagalog, Russian, Japanese and Spanish.
- 19% of residents have moved within the past year, primarily from elsewhere in the city (10%), as compared with 20% for Vancouver and 16% for the GVRD.
- New Canadians: 4% international migrants in the past year, 3% for Vancouver and 2% for the GVRD; 17% international migrants in the past 5 years –significantly higher than the City of Vancouver average of 11% and the GVRD average of 9%.
Physical Profile The Marpole BIA is located at the southern edge of the City of Vancouver, approximately 5.5 kilometres from City Hall and 6.75 kilometres from downtown.3 A fire hall is located 8 blocks north of the BIA at 1005 West 59th Avenue. The Marpole BIA is a retail/commercial strip along Granville Street and is comprised of Commercial District Zoning: primarily C-2 and C-1 with some C-2C and one parcel of Comprehensive Development zoning: CD-1. The Marpole BIA contains a mix of old and new commercial developments. 3. Source: City of Vancouver VanMap. Heritage and CultureThe Marpole BIA is home to one heritage site as listed on the Vancouver Heritage Register - 8555 Granville Street (Safeway). Several others are in close proximity including Colbourne House on 8743 SW Marine Drive, the old Marpole Firehall # 22 on 1305 West 70th Avenue and David Lloyd George Elementary School on 8370 Cartier Street. RecreationThe Marpole Library is located in the BIA at 8386 Granville Street. There are several parks in the neighbourhood surrounding the BIA: William Mackie Park - 1 block West at 71st Avenue and SW Marine Drive, Marpole Park – 2 blocks South at 1410 West 72nd Avenue and Shannon Park – 1 block North at 1575 West 62nd Avenue. The Marpole Oakridge Community Centre (990 West 59th Avenue) is 9 blocks East of the BIA. EducationDavid Lloyd George Elementary (8370 Cartier Street) is 3 blocks East of the BIA. Sir Winston Churchill Secondary is about 1.5 km northeast of the BIA at 7055 Heather Street. TransportationThe Marpole BIA is easily accessible by vehicle. The BIA is also well served by frequent transit service long the #10 – Hastings/Downtown/Granville route, the #17 – Oak/Downtown/UBC route, the #100 – 22nd Station/Airport Station route. A variety of interurban bus routes along Granville Street connect the BIA to Surrey/White Rock, Richmond/Steveston and South Delta/Tsawwassen. In addition, the #98 B-Line – Burrard Station/Richmond Centre – provides convenient service to Waterfront Station which links to the Seabus and the North Shore, the Westcoast Express to Port Moody, Coquitlam, Port Coquitlam, Maple Ridge and Mission and the Skytrain Expo and Millennium lines. The Cypress Bikeway runs north–south along the western edge of the BIA on Cornish Street. The SW Marine Drive Bikeway runs east-west to the western edge of the BIA on West 70th Avenue with connections to the Fraser River Greenway. Key Population Indicators PopulationWith a total population of 14,596 the Marpole neighbourhood is comprised of 48% men and 52% women – the typical gender profile for the City of Vancouver is 49% males and 51% women.4 The average age for Marpole residents is 37.6 years as compared with 38.4 for Vancouver and 37.1 for the GVRD. The dominant age range in Marpole is 35-44 years. Figure 2 illustrates key differences between Marpole and the City and Regional profile. Between 2001 and 2005, Marpole saw 9% population growth, higher than the 3% growth for Vancouver overall and 5% for the GVRD.5 
4. Population base includes all residents within a 1-kilometre radius of West 68th Avenue and Granville Street. 5 Statistics Canada: adjusted five year forecast (2005). All other statistics are 2001. Ethnic Origin Ethnic origin refers to the culture or ethnic roots with which residents identify themselves. In Marpole, the top 5 ethnic origins in order are Chinese, English, Canadian, Scottish and Irish – the same as for Vancouver and the GVRD. Figure 3 illustrates key differences between Marpole residents’ ethnic origin as compared with the mix for Vancouver and the GVRD. As illustrated, Marpole’s strong Chinese heritage is higher than the mix within the City of Vancouver and significantly higher than within the GVRD. Marpole residents also have strong British and Canadian backgrounds. Fewer Marpole residents have European or South Asian origins, compared with residents of Vancouver and the GVRD overall. The stability of the Marpole population base is about average for the City of Vancouver, but slightly more transient than average for the GVRD. 19% of Marpole residents have moved in the past year as compared with 20% for Vancouver and 16% for the GVRD. Most have moved from elsewhere in the City (10%). About 17% of Marpole residents are new Canadians, having immigrated in the past five years (4% in the past year). This is significantly higher than the City average. 
Spoken LanguagesAs with residents of the City and the GVRD, English is the dominant language. However, Marpole exhibits differences in non-official spoken languages with more than average Chinese, Tagalog (Filipino), Russian and Japanese speaking residents, and fewer than average Punjabi, German, Vietnamese and Korean speaking residents. This is illustrated in more detail in Figure 4. 
Level of Education Marpole residents tend to have higher education levels than average for the City or Region. Fully 76% of people 20 years and older have some form of post-secondary education, as compared with 68% of Vancouver and 66% of GVRD residents. The population aged 15-24 is also more likely than their City and regional counterparts to be attending school, particularly on a full-time basis. Figure 5 illustrates. 
Household Income Marpole exhibits lower household income levels than their City and Regional counterparts, as Figure 6 illustrates. Average 2001 household income levels in Marpole were $52,115 as compared with $57,916 for Vancouver and $63,003 for the GVRD. Projected 2005 income levels are $58,117. The lower than average income levels may be reflective of the fact that there are significantly more full time students in the Marpole area than average for the City or Region (see Figure 5) as well as more recent immigrants (17%) as compared with the City of Vancouver (11%) and the GVRD (9%). 
Comparisons between average Marpole household incomes and the rest of the region are summarized in Figure 7. 
OccupationA total of 66% of Marpole residents are in the labour force, which is very similar to the labour force participation rate in Vancouver (65%) and the GVRD (66%). The employment rate is also similar (61%, compared with 60% for Vancouver and the 61% for the GVRD), as is the unemployment rate (5% for each of the three areas). Sales and service positions are the most common job type for Marpole residents, and a higher share are employed in business/ finance/administrative, natural and applied sciences and health occupation positions than in the City and Region overall. A smaller share of Marpole residents are employed in management, processing/manufacturing/utility and primary industry positions, as illustrated in more detail in Figure 8. The top 5 occupations for Marpole residents are: - clerical occupations
- professional occupations
- other sales and service
- teachers and professors
- technical occupations
Family StructureMarpole is home to 6,473 households.6 Of these, 3,761 or 58% are families, about average for Vancouver (57%), but significantly lower than the GVRD (71%). Marpole households with families are the same average size as Vancouver, and smaller than GVRD average, while the average number of children in Marpole families is slightly less than both the Vancouver and GVRD averages. Figure 9 illustrates. 
While family and household size is lower than that of the GVRD, the composition of Marpole and GVRD families are closely aligned. However, as Figure 10 illustrates, Marpole is home to a higher proportion of married couples and a correspondingly smaller proportion of common-law couples and lone-parent families than in Vancouver overall. This is in part reflective of Marpole’s location outside of the urban core of Vancouver. 
6. Family is defined as a census family - a married couple, a common-law couple or a lone-parent with a child or youth who is under the age of 25 and who does not have his or her own spouse or child living in the household. Married couples and common-law couples may or may not have such children and youth living with them. Housing ProfileStructural Mix 61% of all Marpole dwelling units are apartments, as compared to the Vancouver average of 68% and the GVRD average of 46%. 5% are semi-detached/row and 33% are single-family homes. Figure 11 illustrates. 
In recent years, the Marpole area has seen increased condominium/ apartment-type development, with increased density. With Marpole’s proximity to the growing employment centre of Richmond and convenient access to major transportation corridors, this trend is likely to increase, subject to market forces and zoning. TenureA high proportion of Marpole residents (64%) rent their homes, which is significantly higher than the proportion of renters in Vancouver (56%) the GVRD (39%). A total of eight non-market housing complexes are within a one-block radius of the BIA.7 This is in part reflective of the high percentage of apartment-type dwellings, but may also reflect the high proportion of Marpole residents attending school full time, lower household incomes, and high percentage of recent immigrants located here. 7. Source: City of Vancouver VanMap. Age of Housing Stock Housing stock in the Marpole area is older than in the GVRD overall. However, it is about average for the City of Vancouver, with a smaller proportion of buildings constructed pre-1946 and a smaller proportion constructed post 1991. Figure 12 illustrates the breakdown of housing stock by age. Fully 39% of Marpole housing units were built between 1946 and 1970. This is in part reflective of post World War II housing expansion throughout sub-urban North America. As Vancouver continues to densify, the relative age of housing stock in Marpole likely will change, with more new apartment/condominium developments. 
Housing PricesHousing prices in the Marpole residential area are lower than that of the City of Vancouver and GVRD.8 The 2005 average price for a detached house in the Marpole area was $637,023 as compared with $955,027 in Vancouver West overall and $567,417 in the GVRD. The one-year average increase in Marpole was in keeping with increases in Vancouver West and the GVRD overall, at 18%. Despite the high proportion of apartment type residences in Marpole, comparable prices for these types of dwellings are not available for this area of the city. This may be reflective of the fact that proportionately more of these are rental units. However, the 2005 average price for the residential area directly to the east (Oakridge/South Cambie) was $391,027, which is higher than $364,033 average in Vancouver West and $282,079 in the GVRD. 8. Housing price information courtesy of the Real Estate Board of Vancouver. Spending PatternsReflecting their lower household income levels compared to the City and the GVRD, Marpole households spend less per year than the average Vancouver and GVRD household. In 2005, Marpole households averaged $57,033 in household spending as compared with $62,536 for City of Vancouver and $65,917 for GVRD households. On a percentage basis, Marpole residents spend about the same as their city and regional counterparts, with slightly more on health and personal care expenses, and slightly less than GVRD residents on transportation and taxes, as Figure 13 illustrates. 
Figure 14 provides a complete breakdown of average 2005 spending per Marpole household. 
Conclusions Marpole is a younger to middle-aged, highly educated community with a mix of Canadian, British and Chinese heritages as well as many new Canadians. Commercial businesses catering to this mix of ethnicities will find a solid market base in the Marpole BIA since residents comprise the primary market base. This is particularly encouraging, given that the population growth rate in the Marpole area is significantly higher than the regional and city average.
The existing commercial zoning mix encourages provision of a wide range of goods and services, while maintaining small-scale convenience establishments (development limited to less than four storey). With Marpole’s proximity to downtown, the City of Richmond and Vancouver International Airport, residential base and commercial zoning, the service and retail business opportunities are increasingly favourable. | 
