For this study, students were told to take field notes about the built environment of downtown Fredericksburg. These field notes widely ranged to include looking at how building have changed over the year and how they are used today, and the comparison of two or more streets to see how they differ. For my field notes I analyzed the built environment of downtown Fredericksburg by focusing on one street, Caroline Street, and the store that inhabit it. More specifically, I looked at how five stores located on Caroline street were targeting certain groups of people. These stores included: Sugar and Spruce, Benny Vitali’s, Monkee’s, Sammy T’s, Irish Eyes, and Olde Town Tobacconist. These stores were chosen because they target very different people.
In terms of Sugar and Spruce, it is a store that sells bath products such as soaps and sugar scrubs. The interior of the store is very light with a feminine touch, and has female mannequins in the windows. Further more, women in there mid twenties to upper sixties were seen entering and exiting the store. This indicates that the store is targeting young and older female adults. Furthermore, the prices were also quite high, indicating that the store does not cater to younger women, such as high schoolers.
The second place was Benny Vitali’s. Benny Vitali’s is a store that sell pizza. The interior of the shop is very casual , with loud music playing throughout. There were also people of all ages coming in and out of the store and prices are quite low so that even a young high schooler can afford it. This indicates that the stores targets people of all ages with it’s low prices and laid back vibe.
Unlike Benny Vitali’s, Irish Eyes is a specialty shop that sells products from Ireland. This store contains other Irish memorabilia that shown throughout the front of the store. There were also people with backpacks and other tourists entering and leaving the store. Based on his information, it is apparent that the store is targeting tourist. Along with this, the prices are also high enough that they are also targeting older adults who can afford their products.
Another store that was analyzed was Olde Towne Tobacconist. The store features products such as tobacco, cigarettes, and pipes. The interior is also dark and has a strong scent of tobacco. Based on the products being sold, it is apparent that they are targeting an older generation that can legally smoke.
The fifth store analyzed was Sammy T’s. This shop is a restaurant that sells food. The interior is quite dark and there were people of all ages coming in and out of the restaurant. Based on this, it apparent that Sammy T’s targets everyone. They also have vegan food options which also means that they are also targeting people who are vegan.
The last place that was analyzed was Monkee’s. Monkee’s is a women’s clothing store that sells clothing as quite high prices. Multiple women who appear to be in their mid 30’s to upper 60’s were seen entering and leaving the store. Based on this, the store is targeting young female adults and older women who can afford the clothing being sold.
Based on the analysis of all the stores, it apparent that Caroline Street is a diverse area that targets multiple social groups. many of the store on this street either targeted and specified social group or were targeting all people.