HomeMy WebLinkAboutREG 2017-04-17 Item 2 - Binder - Southcenter Tourism Day Marketing Update (Tourism Branding)Day Marketing Update
Research Materials
April 11, 2017
Please bring this binder to the April 17, 2017 Regular City Council Meeting.
Brandon Miles
!)?
TotoiL Cason ation Matkethnii
March 2017
Tukwila Brand Audit
Fieldwork Summary Part A
Contents
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1. Destination Assessment ................................. ............................... 3
2. Stakeholder Interviews .......................... ............................... 13
3. Focus Group Meetings ................. ............................... 27
4. Brand Advisory Committee Meeting .................. ............................... 32
5. Pre - Interview Survey ..................................... ............................... 36
Bill Baker, Team Leader
Total Destination Marketing
20212 SW 86th Ave.
Tualatin, OR 97062
Phone: (5o3) 692 -4603
Email: billb@DestinationBranding.com
Website: DestinationBranding.com
Introduction
This Fieldwork Report Part A provides background material and records from the research,
competitor review and community consultation conducted by Total Destination Marketing during
the Tukwila Brand Strategy research phase during January — February 2017.
The review comprised extensive research and consultation involving stakeholders inside and outside
of the city.
The brand research to date has included:
• Destination Assessment
• Face to face interviews.
• Stakeholder focus groups.
Part B will include the responses to the Tukwila Community Online Survey and the Competitor
Profiles.
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1. Tukwila - Southcenter Destination Assessment
The actions identified in this assessment were created after reviewing Tukwila's online presence, site visits,
consultation with local stakeholders through interviews and workshops, and examining user - generated
content. The focus of the assessment is on key aspects of the city where improvements can be made.
However, in many cases actions may involve further feasibility work.
Assessment Categories:
Excellent: High quality.
Adequate: Satisfactory, but could be strengthened.
Minor improvement: Could be tweaked to improve performance.
Major improvement: Needs investment to significantly enhance performance.
First -time Observations
• As a first -time visitor, Tukwila - Southcenter presents as an industrial city, with confusing masses of
shopping and dining establishments. It's impersonal and cold. It's easy to get lost driving around the
shopping district. At night, lighting is inadequate and adds to the feeling of uncomfortableness.
• There are cars everywhere and no perceivable housing.
• Whatever sense of place or warmth is tied to the familiar, brand -name retailers and restaurants. With no
downtown per se, Tukwila's identity is likely driven by these establishments.
• Tukwila has a lot going for it in terms of activities that may be missed by a visitor's initial observations.
Many of the family - friendly places are outside of the core shopping area.
• It's easy to see why the name "Tukwila" has an identity problem. The freeway signage alternatively lists
"Tukwila" or "Southcenter." It really wasn't clear if you were entering or visiting Tukwila as a city or
whether Southcenter itself is a city, let alone a major shopping district.
• Given the scale and complexity of options within the area, there is a lack of signage and well- designed
maps and directories. This problem holds particularly true for accessing the Southcenter shopping precinct
itself, as well as navigating in and around the key Westfield Mall which lacks sufficient directories, readily
understandable and functional maps, and related navigational aids. As web feedback states, `it is easy to
get lost'.
Planning a Visit
This includes the early points of contact that influence whether a prospective visitor visits Tukwila. Commonly,
these points of contact include advertising, articles in newspapers and magazines, brochures, web sites,
guidebooks, word of mouth, emails and past experiences.
Assessment Comments
Seattle Southside Website Minor & Major The DMO's website provides an excellent overview of
Improvements what to see and do in Seattle Metro. This is achieved by
positioning Southside as `Seattle's Backyard'. The
presentation of attractions and services is in alphabetical
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order and not according to what is within Southside. The
site does clearly show or describe what comprises
Seattle Southside. The site does not provide a readily
visible map that identifies Tukwila (or Southcenter).
These maps can be found a found several clicks away
and are not readily visible. Tukwila and Southcenter
experiences do seem to be well represented, they are
buried long with other Seattle region attractions.
City of Tukwila Website
Major
Improvement
It was somewhat difficult to gain an immediate overview
of the strengths of the city with the introductory copy or
images. The information via links to other sites is
somewhat limited and require multiple clicks to reach
them.
Westfield Southcenter
Website
Excellent
The Westfield Southcenter website provides some of
the best structured information in relation to the
Southcenter shopping and entertainment experience. It
also provides menu access to a set of potentially helpful
and much needed maps. But is limited to Westfield Mall
tenants only.
Search
Major
Improvements
A Google search using the word `Tukwila' brought the
City website up first, a wiki listing second and third a
May 2016 link to a KOMO news story mentioning Tukwila
in the context of the city no longer being one of the
"most dangerous in America" - even though the heading
being used suggested the opposite. A search under
`Tukwila tourism' or `Tukwila visit' does see top listing
provided to the `Seattle Southside' page listings on the
`Tukwila attractions'. The TripAdvisor listing provides
some reasonably insights into Tukwila's activity options.
There is the need to improve search for Tukwila under
"family fun ", "Seattle shopping" and other activity
related terms.
Maps
Major
Improvements
There is the need for increased access to maps beyond
mobile phones. Hard copy paper /brochure maps are
needed for distribution and maps integrated into kiosks
and displays are needed throughout Southcenter. A map
of Tukwila in relation to SeaTac and Seattle is also
required.
Westfield has apparently stopped printing and supplying
maps — instead rely on a download from an available
app. Some hotels have resorted to producing and
supplying some form of map themselves. Better
integration is needed.
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Tukwila Brochure Major There is no Tukwila - Southcenter brochure. Westfield
Improvement Southcenter does publish a limited content, single page
rack brochure titled `Seattle's Best Shopping'.
Seattle Southside Travel Excellent The structure, editorial focus and content of this planner
Planner Brochure is well conceived and executed (including the maps).
Along with the other three places defining the Seattle
Southside area, Tukwila is thoughtfully given all the
attention and prominence it warrants for its key
attractions and services.
Transportation
The cost, quality, and ease of access and transport have a strong influence on the selection of destinations.
By Road
Freeways Excellent With north /south and east /west freeway access (1 -5
and 405), the Mall and Tukwila are easily accessed
from many key Northest locations. A real advantage
in traffic congested Seattle.
Metro Transit buses Excellent Regular /frequent services running useful and
(Rapidride) relevant local routes. Covering most attractions.
By Rail
Amtrak - Sounder Excellent Regular /frequent long distance service.
commuter rail service
Amtrak — Cascades (from Excellent Regular services.
PDX and more)
Southcenter and local Excellent The railway interchange (trains to buses and vice
connectivity versa) provides fairly timely, regular services.
The many local hotels also provide a good standard
of shuttle bus availability to station /SeaTac.
By Air
SeaTac International Excellent Good connectivity by light rail from Seattle and links
Airport to local /regional transit buses (Rapidride) — many to
Southcenter and back. The multiple regional hotels
also provide good shuttle bus services to and from
SeaTac.
Boeing Field /King County Excellent The City of Tukwila also has good proximity and
International Airport access to Boeing Field /King County International
Airport.
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Navigation, Wayfinding and Signage
First impressions start at the entrances to the city, and appearances really count when it comes to enticing
visitors and the economic well -being they can bring to places. Visitors are attracted to, and spend more time in,
places that are attractive, clean, welcoming, and well maintained.
Signage and navigation systems serve vital roles. They inform, guide, and motivate travelers. They are also
important in shaping the identity of a place through their style, design, colors, lettering, content and
placement. Access to visitor information in the form of brochures, maps and personal advice is critical to visitor
satisfaction, extending a visitor's length of stay in the community and whether or not they return.
Assessment Comments
Main Freeway Signage Adequate WSDOT signs are adequate. Improvements will be
identified in a detailed wayfinding assessment.
City Gateways Major Improvement Tukwila and Southcenter gateways do not stand
out and do not provide a welcoming sense of
"place" for visitors.
Vehicular Directional Major Improvement Directional signs that guide visitors through
Southcenter are inadequate and dated.
Pedestrian Directional Major Improvement Integrated pedestrian level signage across the
district does not exist and would be beneficial in
several areas.
Business Signage Minor Improvement Businesses feel that people can't find them
because of signage restrictions. The team did
notice that at times some business signs were hard
to see due to their design or size, and others were
partially obscured. A coordinated, integrated
approach here — where possible would help.
Map Displays/ Kiosks Major Improvement Display map kiosks/ directories featuring all of
Southcenter do not exist and would be very useful
at key points in the district.
Southside Seattle Visitor Excellent / Minor Excellent tourist information and booking service,
Information Center /Desk Improvement with friendly and helpful staffing. It is located near
one mall entrance only and without more
prominent promotion throughout the mall could
easily be missed.
Hotel Guest Information Major Improvement Hotel tourism brochure racks seem to only include
Racks material on Renton and Bellevue but nothing on
Tukwila, except a Westfield Southcenter, limited
content, double -sided page promoting `Seattle's
Best Shopping'.
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Rail Station Connectivity Minor to Major Southcenter is not quite within walking distance
Improvements from the station, but there are frequent bus
connections. The addition of an integrated map at
the station exit that brings together the various
transport options and their relationship to key
attractions and facilities would be useful.
Attractions /Activities
These are the features and attributes that motivate people to visit a place and in turn encourage them to
extend their stay. They may be physical sites, events, and places that people experience.
Assessment Comments
Shopping
Southcenter Shopping Excellent The vast Southcenter Shopping District has well
District over 55o brand name stores and presents great
diversity and choice in retail venues. It is relatively
compact and offers the type of `one stop'
shopping that is unique in WA.
Southcenter has the largest concentration of
value - oriented shopping and dining in the Seattle
Metro. Comparatively, costs for leasing spaces are
good however business fees with the city are
considered high, leading to comments that
businesses don't want to contribute additional
funding to support city -wide efforts to market or
support infrastructure.
Westfield Southcenter Mall Excellent The Westfield Southcenter mall is the largest
indoor shopping center in the Pacific Northwest.
Families are a primary target. Strength of the mall
is that many facilities remain open late as well as
the variety of food and dining outlets throughout.
Westfield mall is frequently reviewed favorably in
social media and on review sites like Yelp.
Cultural Attractions
The Museum of Flight Excellent Largest private air and space museum in the world.
Quickly accessed by freeway and main roads and
definitely located within the Tukwila city
boundaries. Incredible array of exhibits and
heritage planes and cafe, museum store. Conveys
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at all times a sense of an extremely well managed
and well - conceived / curated attraction. Also has a
high brand awareness of its own, which Tukwila
can lay claim to, as part of its wider profile. Good
parking availability. And well signed upon arrival.
Community -based Market
Minor to Major
Improvement
Web searches indicate no Tukwila community
market, farmers market or craft market. Local
residents interviewed were also unaware of any,
even though adjacent cities (like Renton) do
possess some. Although not a community market,
the Westfield Mall's Seafood City Marketplace -
though basically a supermarket - certainly
generates a lot of atmosphere around its live and
other seafood stands and food market. Possesses
great appeal for Asian visitors.
Public Event Venues
Minor to Major
Improvement
The Mall at present functions as a public gathering
and event area for Tukwila - given no other central
public area has been created to serve such a
purpose for events, entertainment and more. The
City's Tukwila Village development appears to be
intended to help fill this gap.
Festivals and Events
Major Improvement
An online search reveals very few significant
events. Judging from the popularity of `Touch a
Truck', the city could more actively promote and
continue to develop the calendar of events —
providing organizers, volunteers and funding can
be secured. Consideration should be given to
events that focus on the city's ethnic diversity.
Racial and Ethnic Diversity
Major Improvement
This is a minority /majority city with representation
of cultures from around the world. This diversity
should be considered an asset and help the image
of Tukwila. Conduct a cultural audit with the view
to ascertaining the arts and culture assets
advantages, and opportunities that exist in the
community and how these can be mobilized as
strengths for tourism, economic and community
development.
Arts
Major Improvements
During interviews, participants expressed the need
for more opportunities enabling the community's
artists to exhibit their skills and products. It was
suggested that Tukwila may present opportunities
as an artist colony and incubators given high rent
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for artists in Seattle.
Indoor Recreation
iFLY Indoor Skydiving
Excellent
A unique and exhilarating activity within Seattle
metro area and WA State. Excellent experience
with many satisfied customers present. Center's
source markets include Canadians and Seattle
metro area.
GolfTek Southcenter
Excellent
Indoor golf training and coaching /instruction
facility using computerized aids. Equipment
supplied. Walk -ins and bookings possible.
Attracting business clientele and visitors. Very
helpful, friendly, welcoming and knowledgeable
staff.
Acme Bowl
Excellent
Bowling center with licensed bar and restaurant.
Pool tables too. Near indoor skydiving facility and
relatively easy walk from Mall. Encourages event
hire as well.
Round 1 tea Westfield
Southcenter
Excellent
One of two bowling venues, closely located to
each other in Southcenter. This one being more
young adult and child focused. Major facility with
huge and in- demand arcade style games. Good
opening hours. We heard that the venue may be a
focus for some late night minor crime and safety
issues involving youth from outside of the city.
Family Entertainment
Family Fun Center (&
Bullwinkle's Restaurant)
Excellent
Located in close proximity to Southcenter, but
best accessed by car. Large center with broad
range of appealing indoor and outdoor activities,
such as slingshot, bumper boats, go karts, mini
golf, laser tag, arcade games, etc. Good parking
and access. However, could be more prominently
signed. Some mixed online reviews concerning
available games and restaurant opening days, but
overall very favorable. Good operating hours.
Outdoor Recreation
Starfire Sports
Excellent
Major public access, indoor and outdoor soccer
facility with gym, pizza outlet, cafe and more.
Regular youth and adult soccer programs. Training
home to the Seattle Sounders FC. Very close by car
to Southcenter, but very poorly signed (even the
arrival entry sign is hard to read). Reasonable good
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and accessible hours of operation. Also an
immediate access point to the trail running
alongside the adjacent Green River. Picnic facilities
and play areas available.
Fort Dent Park
Minor Improvement
Fort Dent (but not Starfire) is signed with brown
tourist attraction signs, but to a visitor this would
mean nothing without the addition of at least the
word `Park', and possibly the words Starfire Sports
as well.
Southcenter Parks
Major Improvement
No significant green area exists in Southcenter.
Increased park space, may result in less car parking
spaces. Consider pocket parks and redevelopment
of The Pond.
Other City Parks
Adequate
A range of other well maintained parks (big and
small) operated by the City are spread across
Tukwila and these provide a good range of civic
amenities and recreational options.
Foster Golf Links
Excellent
A highly rated public facility established and run by
the City with an excellent restaurant, store and a
very attractive natural location and fairways. Good
parking. Excellent operating hours for the
dining /drinking venues. High quality design with
harmonious signage, but these could be more
prominent. Not immediately close or adjacent to
Southcenter, but with a good map, logically
navigated to and found from the mall by car. Given
the levels of business visitors to Tukwila,
presumably a good recreational option.
Trails /bikeways - Green
River Trail
Minor Improvement
The trail with the closest connectivity to
Southcenter and the mall area. It connects further
north to Foster Golf Links. Tree lined, the trail
passes by some riverside `industrial' sites as well as
broader green areas like those surrounding the
Starfire site. Security and safety concerns could
arise. Many signs prominently advise to safeguard
possessions. One local resident advised they did
not use the trail because of its serial killer history
and associations.
Entertainment
Cinemas (AMC & Regal)
Excellent
The Mall provides the leading, popular facility of
this kind. Complemented by an additional rival
complex to the south in Southcenter. Each
io
presumably draws a wider than Tukwila -only
audience.
Tukwila Community Center Excellent The award - winning Tukwila Community Center
provides diverse amenities. Easy freeway access,
plenty of free on -site parking, and a convenient
location, just a short drive by car from
Southcenter. Kids activities facilitated (including
spray zone and skateboard ramps). Overall, not a
guaranteed `arrive at any time' experience for a
visitor. More a community opportunity. The
planned Tukwila Village development should
further enhance the provision of community based
services and gathering places. The Tukwila Pool is
an added recreational option.
Casinos Minor to Major The three casino sites are a short drive from
Improvement Southcenter. However their seemingly tired,
external appearance and range of available
services do not position them as tourism draws.
Heritage
Historic sites Minor Improvements The Tukwila Historical Society website doesn't
specify exactly what visitor experiences they offer,
and of interest. Their brown `tourism attraction'
sign, ambiguously appears to be pointing away
from their direction. The city on its website also
provides a menu option on heritage features, but it
constitutes mainly mounted heritage signs and
few others involving truly enticing visitor
experiences.
Placemaking
Placemaking describes the practice of creating, administering and managing the public environment so that it
provides attractive and rewarding experiences for residents and visitors. The provision of attractive, vibrant,
and safe locations offers a distinctive sense of place to complement the brand strengths and main attractors of
the city. Where attention has been paid to the aesthetics of a place, including preserving or enhancing its
natural qualities and environments, it gains the reputation as a "special place" or a "fun place to hangout ", and
this goes a long way toward supporting the brand.
Assessment Comments
Architecture Adequate Southcenter is dominated by big box, mall, and
other disparate stand -alone buildings. The area
conveys an industrial image, both from the 1 -5 and
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when driving around.
Street Vibrancy Major Improvement
The addition of flowers baskets, shade and screen
trees, landscaped medians, street furniture, etc.
will `soften' the appearance and add to vibrancy
and a welcoming sense of place.
Sidewalks Adequate
Sidewalks seem to be in good condition.
Street Banners Major Improvement
Colorful, seasonal branded street banners would
provide an opportunity to express the new brand
visually, and provide a livelier atmosphere. It can
also aid promotion of events and programs.
Public Art Major Improvement
Public art (including larger scale imaginative
sculptures) adds to the ambiance of a place. Little,
if any, public art exists in Tukwila.
Gathering Places Major Improvement
Outside of malls there are very few public
gathering areas. A central location for community
and public events, such as a small well - landscaped
amphitheater is worth considering.
Pedestrian - friendly Streets Major Improvement
The team received consistent feedback that there
is the need for at least one street dedicated to
forming a pedestrian precinct to provide outdoor
dining, bars, entertainment, events, playgrounds
and a central gathering place. It should be
designed in such a way to provide a "go to" night
experience for regional residents and visitors.
Street Lighting Major Improvement
At night some streets, car parks and areas are not
well illuminated. In fact, some are dark and given
the crime perceptions may feed into a stereotype
of the city. An increase of residential living in
Southcenter goes hand -in -hand with developing a
colorful pedestrian - friendly environment, including
bridges, green spaces, playground and public art.
Visitor Amenities and Services
Assessment
Comments
Public restrooms Adequate
Public restrooms are available in Malls and other
businesses.
Parking Adequate
Substantial parking are available adjacent to all
shopping venues and facilities throughout
Southcenter. Undoubtedly pressured at peak
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times, but good capacity all the same. Better
landscaping needed.
Wi -Fi Access Needs improvement
Available only at selected lodging, dining and retail
outlets.
Local Transport Major Improvement
This is not a pedestrian - friendly city, nor are there
specialist shuttles (e.g. free hop -on, hop -off) or
similar services within the Shopping District that
could facilitate travel between shopping and
attractions, reduce traffic and potentially help
extend day visits.
Lodging, Restaurants and Hospitality
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Assessment
Comments
Hotels & Lodging Adequate
An excellent range of lodging options is available
within Tukwila. A variety of standards, however
most are designed to cater to business market.
Many offering shuttle bus services.
Corner Bakery Cafe Assessment: Good
A chain operated outlet, freshly prepared food
that many visitors are increasingly looking for. Not
quite as atmospheric as the boutique cafes found
in Seattle areas.
Seattle Chocolates & Assessment: Good
Seattle Chocolates
Indulgence Tour
This great value, regularly available tour possesses
real visitor potential. The standard of not only the
chocolates sampled, but also the center's facilities
and overall presentation and learning experience is
excellent.
`Lupine Walk' @ The Mall Minor Improvements
This dining precinct features high quality, chain -
based dining and drinking venues. It is a popular
destination for business, local and other visitors.
Excellent happy hours, well- trained, friendly and
good customer service.
The outlook however is somewhat of a `sea of
cars' in the parking lot. Some sidewalk features like
bench seating, sidewalk banners, lighting poles,
warming fires, large scale urn plantings, enhance
the area. But more use of vegetation to minimize
the visual impacts of the parking lot and enhance
this valuable walk area.
Odin Brewing Co Excellent
The only full function brewpub in Tukwila with
beers brewed onsite. House smoked and
homemade foods available. Not quite as
atmospheric inside as many of the competitor
brewpubs found throughout the Northwest.
Independent Restaurants Major Improvement Local, independent and ethnic dining options are
limited. Dining options are mainly chain focused
and do not reflect the ethnic diversity of the city
and the many enticing cuisines they could present.
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2. Stakeholder Interviews
Face -to -face interviews were conducted with forty individuals. These comprised people with an interest
within Tukwila or were located outside of the city and could provide an objective and specific perspective
on Tukwila's competitive identity and image.
Participants
Kemper Freeman
Bellevue Collection
Aaron Boothe
California Pizza Kitchen
Susie Detmer
CBRE
Mike Villa
City of Tukwila, Chief of Police
Dennis Robertson
City of Tukwila, Council President
Joe Duffie
City of Tukwila, Councilmember
Tom McLeod
City of Tukwila, Councilmember
Verna Seal
City of Tukwila, Councilmember
Kathy Hougardy
City of Tukwila, Councilmember
De'Sean Quinn
City of Tukwila, Councilmember
Kate Kruller
City of Tukwila, Councilmember
Jim Haggerton
City of Tukwila, Former Mayor
Allan Ekberg
City of Tukwila, Mayor
Tommy Leoung
Commercial property owner
Owen Leinbach
Courtyard by Marriott
Jim Davis
Doubletree Southcenter
Steve Mullet
Former Mayor, City of Tukwila
J. Paul Blake
Former resident
Nicole Grubbs
Former Westfield marketing director
Jamie Randall
Home2Suites
Miesa Berry
Homewood Suites
Darren Dos Santos
i -Fly
Ashely Messmer
Museum of Flight
Rick Still
Parks & Recreation, City of Tukwila
Steve Annette
Pizza Studio
Vanessa Zapitial
Resident
Joan Hernandez
Resident
Louise Strander
Resident
Jenifer Castilo
Resident & freelance writer
Mikel Hansen
Sabey Corp
Jean Thompson
Seattle Chocolates
Maya Mendoza
Seattle Sounders
Andrea Reay
Seattle Southcenter Chamber
Ashley Comar
SSRTA
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Katherine Kertman
SSRTA
Ben Oliver
Starfire Sports
Carlos Morrow
Target
Pat Brodin
Tukwila Historical Society
Charles Perry
UPS
Omar Lee
Washington Place
Becky Smith
Westfield
1.
2.
What do you consider to be Tukwila - Southcenter's greatest STRENGTH as a place to visit?
• Shopping variety / The Mall (15)
• Everything is here /something for everyone / Lots to do /Something for the entire family /attractive to
families (io)
• Accessibility (7)
• Convenient (6)
• Centrally located (5)
• Restaurants /options for dining (4)
• The Mall (4)
• Diverse / multi - cultural community (3)
• Starfire /Sounders (3)
• Lots to do (2)
• Light rail / Transit (2)
• Close to airport (2)
• Affordable
• Clean and orderly
• Easiest city to get in and out of near Seattle
• Easy to get around
• Fun for 1 -2 days
• Going to mall is like an event
• Golf course
• 1 -5/405 corridor
• Lots of places to stay
• More things to do in close proximity
• Museum of flight
• One of largest sources of value- oriented retail
• Opportunity to get everything done in one trip
• Parking — no worries and free
• Retail corridor
• Southcenter: 4th largest retail center in the state
• Strong daytime population for retail, restaurants
What do you consider to be Tukwila - Southcenter's greatest STRENGTH as a place to live?
• Centrally located / Location at 1 -5, 405 junction / Close to Seattle (9)
• Affordable (4)
• Effective city government / Police / Schools (4)
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• Convenient (3)
• Friendly (2)
• Small town feel with large town amenities (2)
• Cultural diversity (2)
• Accessibility
• Building of Washington Place positive for the area.
• Connectivity
• Diversity and ethnic cultures
• Light rail
• Proximity to airport
• Raise kids, good schools
• Sense of community
• Shopping
• Transport modes
3. What do you consider to be Tukwila - Southcenter's greatest WEAKNESS as a place to visit?
• Perception of crime / crime (15)
• Lack of public transport (4)
• Lack of awareness or identity (3)
• No downtown (3)
• Traffic (3)
• Driving from Seattle (2)
• Doesn't feel residential (2)
• Big box stores and chains (2)
• Car - oriented (2)
• Hard to navigate business to business (2)
• Tukwila pond in the middle of 5 hotels, no green space, no parking (2)
• Getting in and out on all roads at peak times (2)
• Walkability / No outdoor pedestrian walking areas (2)
• Doesn't feel homey or inviting
• Few authentic local, independent restaurants
• Green River killer /dangerous
• Industrial part of city is off - putting
• Lack of entertainment
Lights should be coordinated
• Looks unkempt, unclean
• Mall and Southcenter is too spread out
• Needs a residential core (3)
• No excitement
• No major attractions, except shopping
• No natural beauty attraction
• Not enough hotels
• Not tourist - friendly
• Nothing but commercial stores
• People have to dig deeper to find true gems
• Perception far away from Seattle & Eastside
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• Run -down residential attracts crime
• Shop or see a movie and go home
• Southcenter stigma — surrounded by middle class neighborhoods
• Streets roll up after dinner
• Transient
Visually unappealing freeway access areas with trash, litter, overgrown shrubbery
4. Why do they think people visit Tukwila- Southcenter to visit? Why do they choose Tukwila -
Southcenter??
• Shopping — variety, scale / The Mall / Affordable variety of shopping (16)
• Accessible (5)
• Airport accessibility (4)
• Dining / Quality shopping and dining (3)
• Free parking (2)
• Good 1/2 way point for people to meet (2)
• More options (2)
Retail: something for every member of family (2)
• Starfire (2)
• Airport layovers
• Business travel
• Casinos
• Closest city with most amenities to airport
• Convenient to /from work
• Destination restaurants
• Gambling /casinos
• I -Fly
• Meeting place
• Middle class needs satisfied
• Number of hotels
• Proximity of shopping and freeway access
• Sounders natural stop on way to airport
5. What do think the current Tukwila - Southcenter brand is? Why?
• Shopping and dining / The Mall / Variety of retailers (ii)
• Convenience and ease: everything is easy to get in and out of / 1 -5 and 405 and close to airport / The
transport hub (8)
• Everything is here (4)
• Affordable dining, shopping and activities (3)
• Diverse community (2)
• Highest crime per capita (2)
• Industrial /commercial (2)
• Perception of crime (2)
• Stressful, busy (2)
• Approachable manufacturing area
• Cater to the middle -class
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• Easy to get to
• Family- friendly community in Puget Sound
• Go for a day to go shopping
• It's a meeting place
• Lots of choices
• Lower - income
• No brand
Old- school and dated. Not inspirational
One of the most accessible and easy areas to shop
• Small community with amazing amenities
• Suburban over urban — no downtown
• Transient
• Tukwila is warm and cozy — you don't have to go downtown Seattle
• Value- driven, affordable, mid -range
• What's Tukwila — strengths are not promoted
• Working -class
6. What is the ONE thing that is so much a part of Tukwila - Southcenter that if it disappeared, the
place would no longer be the same?
• The mall / shopping (21)
• Accessibility to nature
• History associated with the name of Tukwila
• Prospect of losing major retailers
• Revenue brought in by the shopping
• The central business district
• The sense of community
• Zoned residential neighborhoods
7. What is really distinctive (or unique) about Tukwila - Southcenter and helps it stand apart from
other communities in Seattle Metro. Please complete this statement. "Only in Tukwila -
Southcenter can you or will you find ?"
• Retail mix / one -stop shopping / largest Mall in the state(5)
• Variety of restaurants and shopping (4)
• An entertainment district with so many family and kids activities (4)
• There's more to do here: dinner, shopping, family activities (3)
• A diverse community (2)
• A professional sports team woven into the community
• Accessible
• An enormous amount of jobs
• Boutique customized food and beverage manufacturers e.g. coffee, chocolates
• Easy access to freeways
• Everything with exception of groceries
• Family- friendly fun
• For size of town, no community offers as much
• Great spaces /trails /parks
19
Harmonious multi - cultural community
• iFly
• Kitschy things to do
• Live, work and play in one area
• Market niche for chain restaurants
• Mix of freeways and highways connecting here
• More furniture stores than anywhere else in WA
• Museum of flight
• No identity
• Places to eat
• Proximity to airport, hotels, restaurants, shopping
• Shop with people speaking 8o languages
• True ethnicity and diversity through Seafood City
Where space meets city
8. In addition to shopping, does Tukwila - Southcenter have attributes that you consider could be
developed as potential visitor attractions?
Green River trail /inter -urban trail (7)
• Tukwila pond (5)
• Sports facilities i.e. Starfire (4)
• Golf course (3)
• More entertainment (2)
More family- oriented restaurants / restaurants & bars (2)
• Festivals (2)
• After dark activities especially in Summer
• All services you need located in the mall
• Amphitheatre
• Arts and cultural offerings
• Children's play area in mall
• Culture
• Develop river area to add breweries /distilleries
• Encourage ethnic, independent restaurants e.g. African, Far East
• Establish an artist colony due to high rental costs in Seattle
• Events at Starfire and other venues
• Expand food manufacturing tours (Krusteaz, etc.)
• Family Fun Center — enlarge amusement park
• Finish The Boulevade
• Food trucks that embrace cultural heritage
• Heritage and Cultural Center
• Light rail with stops in shopping district, near Museum of Flight
• Movie theatre
• Museum of Flight
• Parks and trails
• Pedestrian area with concerts, dining, drink and entertainment
• Restaurants /bars
• River developments
20
• Shuttle bus in shopping district
• Signage
• Specialty wine and beer venue featuring WA beverages
• Tukwila community center
9. If you could add or change anything to strengthen the attractions or experiences for visitors in
Tukwila - Southcenter, what would you add or change?
Better public transport to all parts of the city (6)
More parking (3)
Change perception of crime / Fix crime / Greater security presence / police visibility (7)
Pedestrian street for dining, bars and entertainment / develop mainstreet downtown (3)
Signage is dated / Signs / Signage to know you've entered Tukwila from freeway (3)
• Festivals (2)
• Increase /update signage (2)
Arena to draw people in / Create a venue for small concerts and events (2)
• Better information and signage to help navigate the area / Mobile apps, especially for families (2)
• Ability to park and walk to destinations / Pedestrian access (2)
Add a light rail station at the north end
Add Great Wheel
• Awareness of events
• Better traffic infrastructure
• Develop beer /wine scene: brewery tour, tasting rooms
• Emphasis on cultural diversity
• Farmers Market
• Golf course driving range
• Make it easier to find accessible parks
• More city events to bring families in / More family - friendly activities, such as the addition of Laser Tag.
• More nightlife
• More visible police resource center at mall
• Move beyond blue collar image
• On /off ramp into the heart of the city
• Open the mall to make it lifestyle- oriented
• Partner with outside organizations to bring cultural opportunities /festivals here
• Small pocket parks with playgrounds and places to sit outdoors to eat /picnic
• Soften the industrial feel with more natural buffers and more trees + banners, flowers
• Street `color' with banners, flower baskets and trees
• Town center
• Washington Sports Hall of Fame
10. What actions do you consider may encourage day visitors to stay longer and explore more of
the city?
Brochures and maps / information / better online presence / Better SEO, website and social media (8)
• Better system of transportation / shuttle (4)
• Better signage (3)
• Build awareness of what is here (3)
21
• More family- oriented activities (2)
• More hotel rooms (2)
• Clean up waterway as tourist attraction — paddle boating, farmer's market, street fair, food trucks,
put -in places for canoes etc. (2)
• Public transport (2)
• A more attractive sense of place / Spruce up city: dull, unattractive, bland colors, not vibrant
• Better dining
• Build night business and activities
• Bundle packages
• Create a scene for different times of day
• Day care model: drop and shop
• Decorate /market for seasons
• Develop multi -day itineraries for visitors
• Encourage SeaTac long stayovers to visit Tukwila
• Events
• Flowers in city baskets
• Free shuttle in shopping district
• Furniture Capital of WA
Host an international festival to celebrate diversity
• i -Fly in morning, got to mall, fly in after
• Market retailers together — furniture stores, home stores
• Mix of residential /hotel in the heart of city
• More attractions
• More community involvement
• More entertainment options
• More marketing with the mall
• Museums
• Need to vision Southcenter without cars
• Pedestrian bridges
• Point -to -point shuttle services
• Promote the Sounders
• Summer events
• Touchpoints at hotels /restaurants — front -line advocates for the area
• Tours of food manufacturers
• Use warehouses to host music at night
• Utilize unused railroad tracks for dinner train
Walk and roll plan
11. What is the most commonly held misperception or negative comment that you have heard
people from outside of the area say about Tukwila - Southcenter. How do you feel about this?
• Crime perception / not safe / Crime at the mall not being committed by residents (15)
• Far away (3)
■ People don't know where Tukwila is (3)
• Christmas traffic is horrendous
■ It's not a walking community
• Middle -class place i.e. down - market
22
• Not progressive - they're wrong
12. What is the ONE thing about Tukwila - Southcenter that you consider has the greatest influence
on the perceptions of the greatest number of Seattle Metro residents? Is this a positive or
negative influence?
• Crime (2)
• Media in Seattle
• No downtown feeling
• Once south of Seattle, all communities blend together until you get to Tacoma
• People don't realize we have residential communities
• Southcenter shopping
13. Is there an existing event, attribute or attraction in Tukwila- Southcenter that you would like to
see further developed to attract more visitors to the city?
• "Touch a Truck" (2)
• Starfire /Sounders and their connection to the community / Sounders and ability to claim "Home of
the Sounders" (2)
• Event to celebrate the World. Local residents speak 8o languages.
• Expand golf course
• Nothing much happening
• Re- establish Salmon Days
• Starfire for big festivals
14.
What does Tukwila- Southcenter add to the attractiveness of Seattle Metro?
• Crossroads of 1 -5 and 405 / Great location — freeways and light rail (4)
• Convenience (2)
• Affordability (2)
• Adds a balance of affordable real estate and a place for business expansion
• Diversity of activities
• Ethnic diversity
■ Everything is here
• Family location
■ Feels practical
• Largest group of hotels outside of Seattle
■ Largest retail options in the Pacific Northwest
• Less expensive hotel rooms
■ Light rail — no car needed
• Parking is easy and free
■ Shopping
• Starfire
15. How would you strengthen how Tukwila- Southcenter presents itself to outsiders?
• Signage (4)
• Mark boundaries to city through better gateways (2)
■ Banners and flags on International Bvd / Seasonal banner program (2)
23
■ Address perceptions of crime
• Amphitheatre
■ City should lead in promoting the city to outsiders
• Develop places along the river
• Emphasize great family destination (although just 1/3 of Seattle residents have kids)
• Encourage entertainment businesses to combine and market externally
■ Expand perceptions beyond the Mall
• Improve the sense of safety by having "Ambassadors" walking areas of perceived crime problems
• Improved availability of up to date information and maps
• It looks tired
■ More attractive gateways to the city
• Need to be a cohesive unit in promoting the area. For business owners group to promote the area.
• Offer more
• Play up on diversity, translated materials for tourists
• Pride in the city. Need to foster unity.
• Retail is plain
16. If you hear a complaint or negative comment from people visiting Tukwila - Southcenter or
Southcenter, what is it most likely to be about?
• Crime perception / security (4)
• Congestion and traffic (2)
• Car break -ins
• Freeway traffic
• Getting around
• Not enough high end shops e.g. Bloomingdales, Neiman Marcus
• Unkept and untidy with trash on sidewalk in some areas
17. What is the one influence that you consider has the greatest impact on the perceptions of
Tukwila - Southcenter among the greatest number of Seattle Metro residents ??
• Dated and inaccurate image depicted by regional and State media
• Seattle media is a negative influence
■ Shopping center
• Sounders have a very positive impact
18. In your opinion, are there attitudes, systems, regulations, laws or particular challenges that are
limiting Tukwila - Southcenter's tourism performance?
• Update /better signage (4)
• Faster permit process (2)
■ Willingness of city to work with SSRTA. Focused on city, not region which benefits all. (2)
• Better lighting at night
■ Bus terminals near mall bring in crime
• Business signage bureaucracy
• Cannabis shops not allowed
• City staff is risk averse
• Confusing mix of location signage: Tukwila, Southcenter
24
• Curb appeal for businesses
• Dark parking lot and lighting at night
■ Faster law enforcement response
• Get Westfield more involved in community
■ Inclined toward spot development vs. overall vision
• Lack of a destination marketing plan
■ More embracing of diversity /cultures
• More residential tax incentives to support infrastructure and build downtown
• No directional signage
• No one knows where light rail station is: out of the way
■ Perception that 1 -5 divides the haves from the have -nots
• Smoke - friendly places
19. What do you consider to be the greatest challenge to success in this project to brand Tukwila -
Southcenter? How can we overcome it?
■ Business support (3)
• Crime / City needs to educate visitors that it's safe here (7)
■ Need more good press — good stories exposed — to alter perception (3)
• Doing the same thing for so long, people are too conservative to change. Old- school thinking. (2)
• Being more coherent as a place to visit
• Capitalize on the Seattle Southside brand.
■ Finding the money to execute the brand - building
• Gaining concensus on what makes us unique
• Get out of the shopping -only stigma
■ Naming of Southcenter as Downtown
• Need greater collaboration to get onboard to increase the amount of publicity
■ Primary players have allegiance to themselves and Head Office, not their neighbors
• Promote your strengths /achievements and attack your weaknesses.
■ Touch a Truck example
• Utilize social media, blogs to get Tukwila in on the conversation
20. What are your target audiences? (Note: For Southcenter, Air Museum etc)
• Starfire Sports: Daytime visitors: Anyone who plays soccer or is a fan /family member. People within a
3o minute radius. Weekend during team play: Parents /grandparents who travel with teams. BC,
Alberta, Utah, Oregon.
• Park district: local community first. Surrounding area: Burien, Seatac, Kent, Renton, S. Seattle
■ I -Fly: Visitors within i5 -mile radius: burien, Mercer Island, Renton, Kirkland, Auburn
■ Museum of Flight: #2 tourist attraction in Seattle. International visitors.
• Seattle Chocolate: Airport visitors and employees
■ Mall: io -mile radius (W. Seattle, Renton, Newcastle, south to Tacoma, Federal Way). Weekday
audiences: daytime workers, young families (moms with strollers). Weekend: parents, family -
oriented. Ethnically diverse. Value- oriented shoppers.
• Media rep: Families a huge market for Tukwila especially young families with children
25
• Multi- generational 20-30 with kids, from within zo miles
• Shopping: Ten mile radius; typical customer young family, meet for social environment
• Canadian shoppers — women
• Family reunions
21. Name choice discussion
■ Tukwila: People don't know name (4)
• Locals call it Southcenter (3)
■ Means the mall (2)
• Capitalize on proximity to Seattle
• Crime
• Everything south of Seattle and north of Tacoma is south Seattle — people don't distinguish
communities
• Further away you go, people say South Seattle
• History
• Lots of crime associated with Tukwila and Southcenter
• Negative image
• People don't recognize Tukwila
■ Positive image
• Seattle Southside: People think of Southcenter mall before they think of Tukwila
• Southcenter is where everything is happening and it's in Tukwila
• Southcenter: People associate it as an area
• Southcenter - Tukwila:
• That's what everyone knows it as
• Tukwila- Southcenter: People who work in mall don't know they're in Tukwila
22. How does history tie -in to today?
• Chief Seattle and battle at Fort Dent
• Green River. Transportation corridor for the Indians. Riverboat landings. Canoeing. Salmon runs.
26
3. Focus Group Meetings
Focus groups were conducted in Tukwila on January 11 and 12.
Participants:
Aaron Boothe California Pizza Kitchen
Susie Detmer CBRE
Tommy Leong Commercial property owner
Miesa Berry Homewood Suites
Darren Dos Santos i -Fly
Dan Matthews Kidder Matthews
Wes Peterson Odin Brewery
Sharon Mann Real Estate Agent
Louise Strander Resident
Randy Coplen Retired businessman
Alesha Shemwall Rouse Properties
Katherine Kertzman SSRTA
Ashley Comar SSRTA
Chanie Sandman Starfire Sports
Charles Perry UPS store
Christine Lee Washington Place
Qi. A. What do you consider to be Tukwila - Southcenter's greatest STRENGTH as a place to
visit?
• 5 million square feet shopping through whole district
• City council pro development, incentives
• Cost - effective
• Crossroads of commerce
• Destination shopping: Macy's etc.
• Easy to find
• Entertainment for young families
• Free parking
• Furniture
• Location /crossroads (2)
• Lots of available property for development (Soo acres)
• Places to eat / food choices (2)
• Public transportation: Rapid Ride, Light Rail, Bus
• Southcenter mall
• Starfire
• Transportation: train, bus /bridge in Tukwila
27
Qi B. What about strengths for attracting day visitors?
• Corporate events for team building
• Dining
• Entertainment all ages
• Family Fun
• Golf course
• Imax
• Laser Tag
• Lunch and business workers
• Round One
• Sounders
• Starfire
• Variety
Qi. C. Which do you consider is the most potent?
• Easy to get to anything
• Corridor
• 1 -5 location
• Retail
• Entertainment
• Car friendly
Qz. What do you consider to be Tukwila - Southcenter's greatest WEAKNESS from a visitor's
perspective?
• Perceived unsafe image
• Mixed name messages
• Traffic certain times: rush, Saturday, back to school, holidays
• Transportation within shopping district
• Not walkable
• Signage: commercial regulations too tight. Needs revision
• Convention center
• Concert venue
• Lack of awareness
• Perceptions: diversity, largest capacity to grow, narrow view of city
• Negative publicity re: image
• Needs to work on image that it's safe
• Little green space: pond needs beautification and better link to streets
• No main street
• Walkability: connection with traffic
• No sense of community
• No major festival to bring all together
• Traffic: busy, circulation
28
Q3. What are day visitors looking for when they come to visit Tukwila - Southcenter i.e.
what is motivating them?
• Shopping and eating
■ Soccer
■ Golfing
• SeaTac stopovers
■ Comfortable
• Shopping
• Soccer tournaments — kids to adults
• Convenient to SeaTac
Q4. What is really distinctive (or unique) about Tukwila - Southcenter as a visitor destination
and helps it stand apart from other choices within Seattle Metro. Please complete this
statement.
■ Affordability and familiarity with brands here
• Diverse pop.
• Free parking
• IFIy
• Lot to do in concentrated area
• Most affordable home furnishings
• Most affordable retail and choices
• Most amenities near SeaTAc
• Small town atmosphere large shopping opportunities
• Variety of what can do in one place: food, entertainment, shopping
Q5. What does Tukwila - Southcenter add to the attractiveness of Seattle Metro?
• Anchors south King County — 1 -5
• Central
• Each access to Seattle and vice versa
Q7. In five years, what is it about Tukwila - Southcenter that you would most like to speak
about with greatest pride?
• Addition of residential in shopping district — pedestrians
• Walkability
■ Extension of Strander Blvd.
• Connectivity with SeaTac
• Diversity of things to do
• More mixed housing
■ More high tech organizations move in
• Hotels and condos
• More affordable housing for workers in the city
• More residential in core for day /night business
29
Q8. What is the most commonly held misperception or negative comment that you have
heard people outside of the area say about Tukwila - Southcenter?
• Crime
■ Crime, shootings at mall
• Dangerous
• Far away from heart of city
■ Hwy oo problems linger long: rename TIB "the boulevard
• Nobody lives in Tukwila
■ Think maybe across road from SeaTac = noise
Q9. If you hear of a complaint or negative comment from visitors to Tukwila - Southcenter,
what is it most likely to be about?
• Lack of unity
• Safety concerns
• So divided /infighting
■ Us vs. them
• We haven't become proactive together
QIo. If `hope' is the emotional benefit or reward for Revlon customers, what is the
emotional benefit, personal reward or feeling that you want day visitors to get from
Tukwila - Southcenter?
■ Buy things
• Choices = happy = less stress
• Escape from stresses /problems
• Feel good
• Fulfilling a need
• Fun for families
• Good value = "smart" shoppers
• Happy experience
• Many choices =save time = family
• Satisfaction
• Save time = accomplishment
• Status
QI1. If you could add or change anything to strengthen the attractions and experiences for
visitors in Tukwila - Southcenter, what would you add or change?
• Develop pond
• Ethnicity: more food opportunities, festivals, art
• Gateway to state: center for experiences /festivals
• More greenspace /walkability
• Unique opportunities: new options coming in that ren't chains
30
Q14. In your opinion, are there attitudes, systems, regulations, laws or particular
challenges that are limiting Tukwila - Southcenter's tourism performance?
• Regionally lots of little organizations: partner together
■ Broaden exposure or culture
• Dated signage; should be digitized
■ Antiquated bylaws: brewery, distillery
• Planning department piece of crap
■ Fly tunnel is the only one of its kind with entertainment tax
• Light rail doesn't come here
Q15. If you could add anything to strengthen Tukwila - Southcenter's tourism marketing or
how the place presents itself to outsiders, what would you add or change?
• Advertise: digital
• Build awareness
• Cross - market for visitors
• Don't see a lot of Tukwila marketing
• Event place development facility
• Get the word out: mall programs
• Hire marketing director at city level
• Visitor discounts
Q16. What do you consider is the most appropriate tourism destination name for the area?
• Southcenter(3)
• Tukwila - Southcenter (3)
• Southcenter- Tukwila (2)
• Seattle Southside (3)
• Tukwila (2)
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4. Brand Advisory Committee Meeting January 12, 2017
Participants:
Todd Pietzsch BECU
Laurel Humphrey City of Tukwila
Brandon Miles City of Tukwila
Derek Speck City of Tukwila
Owen Leinbach Courtyard by Marriott, Lodging Tax Advisory Committee Member
Ashley Messmer Museum of Flight, Lodging Tax Advisory Committee Member
Dan Lee Odin Brewery, Lodging Tax Advisory Committee Member
Alesha Shemwall Rouse Properties
Mikel Hansen Sabey, Inc
Stacy Slade Seattle Sounders FC
Andrea Reay Seattle Southside Chamber of Commerce
Ben Oliver Starfire Sports Complex
Vanessa Zaputil Tukwila resident, Board President, Tukwila Metropolitan Pool District
Omar Lee Washington Place
David Krueger Wig Properties
Qi. What would you like to see come from this project?
• Getting key stakeholders in community to start talking a common language.
• To surface some of the concerns /challenges so we can own it and move forward.
• Roping Tukwila into one unified aspect. Including attractions and shopping facilities that are not the mall.
How to communicate things that people don't know.
• Better communication outside this area of what we have to offer.
• Come out with a single vision.
• Southcenter and Tukwila are completely linked. Find out how to embrace that. Capture the shoppers and
residents to spend more time here.
• Focus and find that one thing that can lift the whole boat.
• Find a way to realize that the whole is better than the sum of the parts. Be a place with improved image.
Q2: A. What do you consider to be Tukwila - Southcenter's greatest STRENGTH as a place to
visit?
• Proximity:
— Don't have to drive bar between areas
— Compact
— 1 -5
— SeaTac
— Lightrail
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• Location / Access:
- Easy to get to
• Access
• Convenience:
- Free parking
• Variety /diversity:
- All pricepoints
- Different "flavors"
- Nordstrom to small
- Food options: chains (national brands, destination), individual
• Entertainment
• Affordability:
- Living, do stuff
• Natural environment: river, pond, lad, trails
• Shopping /mall
• Hub: shop, food, entertainment, freeways
Q. What do you consider to be Tukwila - Southcenter's greatest WEAKNESS from a visitor's
perspective?
• Walkability: need cars, long blocks
• Crime /safety concern /perception
• Nobody visits "Tukwila" - they are going to IFly etc.
• Lack of aware of what Tukwila has
Q4. Why do day visitors choose to visit Tukwila - Southside over other choices in Seattle
Metro?
• Indoor mall
• Conventient: from the south, free parking
• Proximity
• Unique shopping opportunities
• Unique family fun entertainment
• Affordability
• Amount of time you can do it
• Things that are only here: Starfire
33
Q5. What is really distinctive (or unique) about Tukwila - Southcenter as a visitor destination
and helps it stand apart from other choices within Seattle Metro. Please complete this
statement.
"Only in Tukwila - Southcenter can you do this ..... or will you find ............. or will you
feel ... this ?"
• Wide variety shops
• I Fly, Starfire
• Welcome to kids better than SEA downtown
• Kid - friendly: clothes, etc.
• Satisfy better here
• Get everything except groceries
• ID with working class; people feel like they belong
• Sense of belonging
• More furniture stores than in WA.
Q6. What is the most commonly held misperception or negative comment that you have
heard people outside of the area say about Tukwila - Southcenter?
• Known for blue collar /working class
• Some think ethnic diversity is negative
• Crime /safety
• Far away
• Attributing Tukwila assets to Renton
• Negative media attention for Tukwila
Q7. Why do visitors prefer Tukwila - Southcenter? What is important?
• Convenience. Time is important. Gives you more ability to do priority things. Gives permission to relieve
mom guilt.
• Affordability. Meet those needs. Things go further here.
• Proximity. The less you spend of time and money on the things you have to do, the more you have to do
the things you want to do.
Q8. If you could add or change anything to strengthen the attractions and experiences for
visitors in Tukwila - Southcenter, what would you add or change?
• Family value.
• Diversify retail with unique offerings.
Q9. How would you describe Tukwila - Southcenter's sense of place (or ambience)?
■ Stale.
■ Busy, buzzing.
• Industrial
• Lack of connectivity with parking
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Qlo. During our interviews and workshops, arts and culture have rarely been mentioned. Is
there a reason for that?
• Typically it comes from the community and people live here. Fewer residents equates to less opportunity.
■ Physical separation between the community and the South Central area.
■ Transient population. Long -term residents lead to arts and culture.
• Culture of creating things.
Qii. Can the city's multi culturalism be developed as an attractor for Tukwila - Southcenter?
• It's hard to do.
• It takes time and commitment.
• Cultures have to own it.
Q12. What do you consider to be the greatest challenge to success in this project to brand
Tukwila - Southcenter? How can we overcome it?
• Desire to hear the message from outside.
• Hard to get a collective group to work on this and have ownership. Influence of national chains.
• All the segments that make up this community to agree.
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5. Tukwila Pre - Interview Survey
This brief survey was completed by many interviewees prior to their face -to -face interviews.
1. What one word comes first to mind when you think of each of the following places in WA?
Downtown Seattle
•
Vibrant / happening / hip / activity (6)
•
Pikes Place Market (4)
•
Traffic / congestion (4)
•
Lots to do / myriad activities / fun (3)
•
Space Needle (3)
•
Central business district
•
Entertainment
•
Nationally known
•
Parking problems
•
Robust
•
Shopping
•
Sports
•
Touristy
•
Trendy
•
Urban
Renton
•
Seahawks (4)
•
Lake / lakeside / waterfront (4)
•
Shopping / The Landing (4)
•
Boeing / industrial (5)
•
Residential (2)
•
Blue collar / working class (2)
•
Close
•
Competitive
•
Family
•
IKEA
•
One -way streets
•
ShoWare center
•
Up and coming
•
Vibrant
•
Walkable
Bellevue
•
Shopping / Bellevue Collection / Bellevue Square (8)
•
Posh / Snooty / classy / rich / stuffy (6)
•
Expensive (3)
•
Congested / inaccessible / traffic (3)
•
Microsoft (2)
•
Light
•
Lincoln Square
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•
•
•
•
Rich
Spacious
Tall city
Wants to be Seattle
Burien
•
Old Burien / Old town / Walkable downtown (6)
•
Airport (2)
•
Waterfront (2)
•
Violent / crime (2)
•
Business
•
Central
•
Clean
•
Diverse
•
Food, groceries
•
Historic
•
In need & confused
•
Industrial
•
Loud
•
Nail salon
•
Outside
•
Residential
•
Rural
•
Seahurst Park
•
Services
•
Small town
•
Suburban
Kirkland
•
Waterfront (5)
•
Microsoft / Costco (2)
•
Uppity / posh (2)
•
Hip / artsy (z)
•
Great place to live / residential (2)
•
Carillion Point (2)
•
Aggressive
•
Expensive
•
Far
•
Fun
•
Google
•
1 -90
•
Inaccessible
•
Marina
•
Residential
•
Sausalito
•
Scenic
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• Trails
• Upscale
• Urban
Federal Way • Shopping / Commons Shopping Center (4)
• Community /aquatics center (2)
• Growing / growing pains (2)
• Be aware
• Between Seattle /Tacoma
• Commons
• Convenient
• Disjointed
• Down- trodden
• Family housing
• Highway
• Industrial
• Neighborhoods
• Nothing
• Opportunity
• Out of the way
• Outdated
• Restaurants
• Shootings
• South
• Sprawl
• Traffic
• Unimpressive
2. From a visitor's perspective, what is the main strength and weakness of these places?
Strengths Weaknesses
Downtown Seattle • Lots to do / everything available / • Traffic / congestion / access (15)
variety (20) • Parking (7)
• Waterfront (3) • Expensive / high rents (5)
• Transit (2) • Homeless (3)
• Dynamic / action (2) • Unsafe /crime (3)
• Public transit (2)
• Amazon, REI, Expedia
• Attractions • Walkability
• Beautiful city • Crowded
• Clean • Bureaucratic
• Close to venues • Neighborhood - centric /myopic
• Crowds • Trash
38
• High culture
• Office space
Renton
• The Landing (5) • Traffic (11)
• Lake Washington / Lakeside (4) • Crime / dangerous areas (2)
• Accessible (4) • Everything's spread out (2)
• Restaurants and bars (2) ▪ No downtown (2)
• Less expensive real estate (2)
■ Central (2) • Chain stores
• Boeing /Paccar (2) • Downtown deterioration
■ Close to everything (2) • Industrial
• Small town feel (2) • Limited restaurants
• Limited shopping
• Good place to go ▪ No access via public transport
• Industry • No light rail
• Lots to choose from ▪ No name recognition
• McClendons • Old
• Nice town center ▪ One -way streets
■ Parking ▪ Parking
• Parks • Rundown
• People live and work there • Tough to compete with Seattle,
■ Shopping Bellevue
• Transient
Bellevue
• Shopping / Upper end shopping • Traffic (12)
(13) ■ Expensive (11)
■ Clean (4) • Public transit (3)
• Affluence (3) ▪ Congestion (2)
• Restaurants (2)
• Quality of life (2) • Construction
• Variety (2) • Homogenous
• High -end homes / rich people (2) ▪ Lots of people
• No small businesses
• Attractions • Not a lot of character
• Business mix • Parking
• Compact
• Covered parking
• Downtown walkability
• Easy to navigate
• Exciting
• Freeway access
• Modern
• Office space
■ Parking
39
•
•
•
•
Residential
Services
Very competitive
Wide streets
Burien
•
Food (restaurants & grocery) (3)
•
No real draw to the area /identity (5)
•
Central location (3)
•
Nothing to do (5)
•
Easy to get around / easy (3)
•
Crime /perception (3)
•
Small town feel (3)
•
Spread out / fragmented (2)
•
Walkable (2)
•
Lower economy (2)
•
History / historic (2)
•
Limited shopping (2)
•
Close to airport (2)
•
Lack of business
•
Accessible
•
No hotels
•
Farmers Market
•
Off the beaten track
•
Old Burien
•
Old
•
Outside busy core
•
Parking
•
Reasonable housing rates
•
Under - developed
•
Relatively inexpensive
•
Relaxing
•
Waterfront
Kirkland
•
Waterfront (11)
•
Traffic / access (g)
•
Ambiance / beautiful / views /
attractive (4)
•
•
Expensive (7)
Parking (5)
•
Restaurants (3)
•
Too far from freeway /amenities(3)
•
Walkable (2)
•
Not much to do (2)
•
Parks /open spaces (2)
•
Modern /trendsetting (2)
•
Available land
•
Distance
•
Big small town flavor
•
Lack of business
•
Downtown
•
No identity
•
Galleries
•
No mall
•
High -end homes
•
Spread out
•
Nice hotels
•
Transit
•
Organized & growing
•
Residential
•
Safe
•
Scenery
Federal Way
•
Less expensive real estate (2)
•
Location — further south (5)
•
Between Tacoma /Seattle (2)
•
Traffic (5)
•
Shopping & services (2)
•
Nothing to do /few choices (4)
•
Inexpensive / cheap (2)
•
Crime (4)
•
Easy to get to / close by (2)
•
Lack of identity / No pzazz (2)
40
• Public parks and waterways (2)
• Convenient to 1 -5 (2) • Low -end
• Room for development (2) • Poor signage
• Public transit
• Aquatic center • Not organized
• Chain stores • Not walkable
• Lots of potential Malls • Mall is crowded
• Parks • Mall not satisfying
• Plenty of parking • Transit
• Up and coming • Not desirable
• Wide range of communities to live
• Wild waves
3. Which name do you think is most appropriate for the tourism or destination marketing of
the area? (Check one name only).
o Tukwila (3)
o Southcenter(5)
o Southcenter - Tukwila (8)
o Tukwila - Southcenter (5)
o Seattle Southside (7)
4. Which of the following words best describe Tukwila? (Check only four words)
▪ Accessible (19) ❑ Comfortable (2)
❑ Convenient (19) ❑ Cosmopolitan (2)
❑ Affordable (11) ❑ Fun (2)
❑ Welcoming (io) ❑ Eclectic (l)
❑ Freedom (i)
❑ Busy / crowded (io)
• Authentic (i)
❑ Friendly (8)
O Colorful (i)
❑ Cultured (6)
• Imaginative (i)
❑ Diverse (4)
o Natural (i)
❑ Active (4) ❑ Quirky (1)
❑ Touristy (3)
❑ Trendy (i)
❑ Vibrant (3)
O Wholesome (1)
❑ Spirited (2)
❑ Traditional (2
41
Total Destination Marketing
Leaders in Place Branding
gkthal postmark
Puget Sound Residents' Brand Perceptions of Tukwila & Southcenter
Executive Summary
This Brand Perceptions Study was conducted in March 2017 to determine Puget
Sound area residents' perceptions of Tukwila and Southcenter. Respondents
(n- 1,484) were at least 18 years old and lived in Seattle, Tacoma, Olympia, or
elsewhere in the Seattle Metropolitan area.
Overall, many respondents were not familiar with Tukwila and had neither
positive nor negative impressions of Tukwila. About one -third knew nothing or
"not much" about Tukwila, while only 16% were very familiar with Tukwila.
Over half (51 %) were somewhat familiar with Tukwila. Among all respondents,
the first thing to come to mind about Tukwila were: Southcenter, Southcenter
Mall, and being near the airport. Half (5o %) had a neutral expectation of
visiting Tukwila, while one -third (33 %) had a positive expectation.
Impressions of Tukwila were predominantly neutral. However, positive
impressions exceeded negative impressions for several areas. About one -third
agreed that Tukwila is "tolerant and welcoming" and "friendly" while only a
small portion (15% or less) disagreed. Tukwila's strengths were accessibility
(easy to get to and get around), affordability, and offering a good value to
visitors.
Respondents were unlikely to recommend Tukwila as a place to live or visit,
with more neutral feelings about Tukwila as a place to work. However, neutral
opinions were most common, indicating a blank slate for marketing and brand
building. They were likely to recommend it as a place to live for racial and
ethnic minorities but were unlikely to recommend it for many other groups.
Respondents were asked about Southcenter in general and for leisure. Top -of-
mind items for Southcenter were the Southcenter Mall and shopping.
Southcenter was recommended as a place to work and especially as a place to
visit, but not as a place to live. More respondents (32 %) were very familiar with
Southcenter Shopping District than Tukwila.
For leisure, Southcenter was recommended strongly for shopping, dining, and
hanging out with friends. It was not positively recommended for nightlife /bars
and to enjoy parks, trails, and the outdoors. Attributes that were most
strongly associated with Southcenter were (in order): variety of shopping,
variety of restaurants, affordable shopping, and high quality /upscale shopping.
63% associated Southcenter with Tukwila.
Southcenter was both popular to visit and resulted in high visitor satisfaction.
Over two - thirds (68 %) had visited Southcenter for leisure in the last two years,
but visits were short. On their last visit, 8o% stayed 4 hours or Tess, while only
4% stayed overnight. This shows a great potential to increase length of visit.
About three - fourths (74 %) were satisfied with their past year's visits, and only
4% were dissatisfied.
Comparisons were made between Southcenter and several areas. Southcenter
rated much higher than Downtown Seatte for affordable shopping and
convenience to visit. Southcenter rated much higher than Downtown Bellevue
for affordable shopping, multi - culturalism, and convenience to visit. Compared
to Renton, Southcenter rated higher on all five attributes measured.
Those more familiar with Tukwila had much more positive impressions on
nearly every survey item. This indicates that the more people know about
Tukwila, the more positive their impressions. For example, "Tukwila is a good
place for people like me" was agreed to by 5o% of respondents familiar with
Tukwila, 25% of those "somewhat" familiar and 13% by those not familiar.
Those more familiar with Tukwila also had much stronger positive feelings
about Southcenter. They were also more likely to recommend Southcenter for
shopping, dining, and leisure. However, all groups were very satisfied with
their recent Southcenter visit. If familiarity leads to positive feelings, than
brand - building activities and positive stories generated from Tukwila and
Southcenter are likely to generate positive returns.
Comparing generations, Millennials (born after 1980) generally had more
positive impressions of Tukwila than older groups. For example, 39% of
Millennials felt that Tukwila is "tolerant and welcoming ", compared with 32% of
Generation X and 26% of Boomers. Younger generations were also generally
more likely to recommend Tukwila as a place to live for many different
populations, as well as more likely to recommend Southcenter for living,
working, and leisure.
Comparisons were also made based on residence. Overall, those living in
Tacoma or the nearest suburbs have the most positive impressions of Tukwila
and were most likely to recommend Southcenter for leisure; however, only 7%
of the sample was from the near suburbs. Seattle residents had very positive
feelings about items like affordability, but were Tess likely to recommend as a
place to live.
Matthew Stone
Global Postmark, LLC
matthew@globalpostmark.com
Bill Baker
Total Destination Marketing
billb@destinationbranding.com
PUGET SOUND RESIDENTS'
BRAND PERCEPTIONS OF
TUKWILA & SOUTHCENTER
Total Destination Marketing
Leaders in Place Branding
global postrnark
2017
Contents
Executive Summary
Results 7
Competitive Set 34
Based on Familiarity with Tukwila 49
Based on Generations 68
Based on Residence of Respondents 88
Appendix 118
EXECUTIVE SUMMARY
Total Destination Marketing
Leaders in Place Branding 3
Executive Summary
This Brand Perceptions Study was conducted in March 2017 to determine Puget Sound area
residents' perceptions of Tukwila and Southcenter. Respondents (n- 1,484) were at least 18 years
old and lived in Seattle, Tacoma, Olympia, or elsewhere in the Seattle Metropolitan area.
Overall, many respondents were not familiar with Tukwila and had neither positive nor negative
impressions of Tukwila. About one -third knew nothing or "not much" about Tukwila, while only
16% were very familiar with Tukwila. Over half (51 %) were somewhat familiar with Tukwila. Among
all respondents, the first thing to come to mind about Tukwila were: Southcenter, Southcenter
Mall, and being near the airport. Half (5o %) had a neutral expectation of visiting Tukwila, while
one -third (33 %) had a positive expectation.
Impressions of Tukwila were predominantly neutral. However, positive impressions exceeded
negative impressions for several areas. About one -third agreed that Tukwila is "tolerant and
welcoming" and "friendly" while only a small portion (15% or less) disagreed. Tukwila's strengths
were accessibility (easy to get to and get around), affordability, and offering a good value to
visitors.
Respondents were unlikely to recommend Tukwila as a place to live or visit, with more neutral
feelings about Tukwila as a place to work. However, neutral opinions were most common,
indicating a blank slate for marketing and brand building. They were likely to recommend it as a
place to live for racial and ethnic minorities but were unlikely to recommend it for many
other groups.
Total Destination Marketing
Leaders in Race Branding
4
Respondents were asked about Southcenter in general and for leisure. Top -of -mind items for
Southcenter were the Southcenter Mall and shopping. Southcenter was recommended as a place
to work and especially as a place to visit, but not as a place to live. More respondents (32 %) were
very familiar with Southcenter Shopping District than Tukwila.
For leisure, Southcenter was recommended strongly for shopping, dining, and hanging out with
friends. It was not positively recommended for nightlife /bars and to enjoy parks, trails, and the
outdoors. Attributes that were most strongly associated with Southcenter were (in order):
variety of shopping, variety of restaurants, affordable shopping, and high quality /upscale
shopping. 63% associated Southcenter with Tukwila.
Southcenter was both popular to visit and resulted in high visitor satisfaction. Over two - thirds
(68 %) had visited Southcenter for leisure in the last two years, but visits were short. On their last
visit, 8o% stayed 4 hours or less, while only 4% stayed overnight. This shows a great potential to
increase length of visit. About three - fourths (74 %) were satisfied with their past year's visits, and
only 4% were dissatisfied.
Comparisons were made between Southcenter and several areas. Southcenter rated much higher
than Downtown Seattle for affordable shopping and convenience to visit. Southcenter rated
much higher than Downtown Bellevue for affordable shopping, multi - culturalism, and
convenience to visit. Compared to Renton, Southcenter rated higher on all five attributes
measured.
Total Destination Marketing
Leaders in Race Branding
5
Those more familiar with Tukwila had much more positive impressions on nearly every survey
item. This indicates that the more people know about Tukwila, the more positive their
impressions. For example, "Tukwila is a good place for people like me" was agreed to by 5o% of
respondents familiar with Tukwila, 25% of those "somewhat" familiar and 13% by those not
familiar. Those more familiar with Tukwila also had much stronger positive feelings about
Southcenter. They were also more likely to recommend Southcenter for shopping, dining, and
leisure. However, all groups were very satisfied with their recent Southcenter visit. If familiarity
leads to positive feelings, than brand - building activities and positive stories generated from
Tukwila and Southcenter are likely to generate positive returns.
Comparing generations, Millennials (born after 198o) generally had more positive impressions of
Tukwila than older groups. For example, 39% of Millennials felt that Tukwila is "tolerant and
welcoming ", compared with 32% of Generation X and 26% of Boomers. Younger generations were
also generally more likely to recommend Tukwila as a place to live for many different populations,
as well as more likely to recommend Southcenter for living, working, and leisure.
Comparisons were also made based on residence. Overall, those living in Tacoma or the nearest
suburbs have the most positive impressions of Tukwila and were most likely to recommend
Southcenter for leisure; however, only 7% of the sample was from the near suburbs. Seattle
residents had very positive feelings about items like affordability, but were Tess likely to
recommend as a place to live.
--5(1°
Total Destination Marketing
Leaders in Race Branding
6
RESULTS
Total Destination Marketing
Leaders in Place Branding 7
Study Overview
Purpose
To determine Puget Sound area residents'
perceptions of Tukwila and Southcenter
• Surveys Conducted in March 2017
• Respondents lived in the Puget Sound area
and were at least 18 years of age
• 1,484 responses
Total Destination Marketing
Leaders in Race Branding
8
Familiarity with Tukwila
I am VERY FAMILIAR
with Tukwila
I am SOMEWHAT
FAMILIAR
with Tukwila
do not
know much
or know
nothing
Totat Destination Marketing
Leaders in Race Branding
9
First Thing that Comes to Mind
Tukwila
Far �T eenter - �a1 ur
Near Airport
��
Far` Away South
F AvYay
Southcenter Far
QCasino
Far Away FaaF lrpart �?
Ma lwa II'1 South
Shop
pun Suburb Southcenter R
rime
Shopping
uthc nit re r Airport i Southcent 'Mall
Crime Near Airport ar Airport ith�cente,�rv,,, Mall `,�I ! rr`i m : uth ..221
ShoPri in fl Sabot South
t Net ArportsoWthc rr SOUou thcent r ss 'uthcent r Mali u
South
• Far Away Casino
MallMalIN ea rima; Ca irranear Air ort Southcenter p in ',nt+er
etiro P Southcenter rater Su url3 1r i
Casino � 1 ()Crime
u��.l'1111+ uk�urb
Casino uiu osuthSout '1
Shopping Sauthc�nrerHaq
shopping Southerner Mall
10
1
First Thing that Comes to Mind
Tukwila
Most
Common
Southcenter Mall
Southcenter
Airport / Near Airport
Mall
Shopping
Casino
Crime
Far away
South
Suburb /an
Total Destination Marketing
Sorted in order of prevalence. Excludes do not know. 11
Familiarity with
Southcenter Shopping District
am VERY FAMILIAR
with Southcenter
Shopping District
I do not
know much
or know
nothing
Totat Destination Marketing
Leaders in Race Branding
12
HAVE A POSITIVE
EXPECTATION OF VISITING
TUKWILA
13%
HAVE A NEGATIVE
EXPECTATION
Total Destination Marketing
Leaders in Race Branding
13
First Thing that Comes to Mind
Southcenter
4isicir rhe:rler
Tl,eSho pingLot Of stof es ordstrom
Pb1J4+'ded Tra y i The l lT�, :
The Mall BuS{ • N rdstroflTr
affir Huge Fo d/R sta ra,ts
Great " Far Away
Busv Traffic
f�cat.€ �f �tirr�x Far 1�4�r''a'�
Shn oro iV rJRt stn
Fan�nt7rfResraurrxrg Food /Restaurants
BUSY IH u
BusyCrowded
Traffic
The Mall
Huge
Far Away
ODDIfl
Movie Theater - •B g./Lar e
Big/Large rood.CtStaurants
Great
Ha? i'hcalcr
Nordstrom
Great
Busy
w Huge
Traffic I Busy
Great Movie
ShoppirigL ot
Big/Large
Lame Mali Li0t5 43 • St$ Far Away
Far Away
Great Busy
Traffic
Huge
Lots of stores
Huge
f3i +L�r c Movie "rhe^.aler 5l,0 7 rn
Theater 'g The c all Large Man 1 g,, , 1ord str o
Large Mall
nr _ r
Large Mail
s of
lopping
Great
storesTraffic f lordstr€�rt� ar way
� Lar a �i4�tl
� uor Re�lararani (1r r F7i
Shopping are Big/Lar
ge
The i
Shopping Movie Theater Crowded
Far Ak a
j L+ 1s t � t Large Mall Crowded
Big /Largi a # k r tsLarge Maal
Lots of stores Movie Theater
14
1
First Thing that Comes to Mind
Southcenter
Most
Common
The Mall / Shopping Mall
Shopping
Big /Large
Many/Lots of
Stores /Shops
Many specific
stores /restaurants
Food /Restaurants
Traffic
Far /Far Away
Crowded
Busy
Great
Movie Theater
Huge /Giant
Nordstrom
Big /Large Mall
Sorted in order of prevalence. Excludes do not know.
Expectation of Tukwila
Based on what you have heard or experienced, what kind of
experience would you expect in visiting Tukwila?
2
6
WI Very Negative
I Negative
U Neutral
Positive
IA Very Positive
Total Destination Marketing
Leaders in Place Branding
16
Impressions of Tukwila
Percentage who Agree with Each Statement: "Tukwila Is... "
Tolerant &
Welcoming
Friendly
A Safe Place to
Visit
A Good Place for
People Like Me
�I
i
U Disagree
1 Neutral
u Agree
0 20 40 6o 8o goo
Total Destination Marketing
Leaders in Place Branding
17
Getting To & Around Tukwila
Percentage who Agree with Each Statement
Tukwila is Easy
to Get To
It is Easy to Get
Around in
Tukwila
16
27
® Disagree
1 Neutral
▪ Agree
0 20 40 6o 8o goo
Total Destination Marketing
Leaders in Place Branding
18
Affordability of Tukwila
Percentage who Agree with Each Statement
Tukwila is
Affordable
Tukwila Offers a
Good Value for
Visitors
r
11
▪ Disagree
1 Neutral
▪ Agree
0 20 40 6o 8o goo
Total Destination Marketing
Leaders in Place Branding
19
Likelihood to Recommend Tukwila
Percentage who are Likely to
As a Place to Live
As a Place to
Work
As a Place to
Start a Business
As a Place to
Visit
0 20 40 6o 8o goo
1 to 10 Scale
1 -3 Unlikely 4 -6 Neutral 7 -10 Likely
Unlikely
Neutral
Likely
Likelihood to Recommend Tukwila
as a Place to Live
Percentage who are Likely to Recommend
For Gay &
Lesbian
Individuals
For Seniors
24
}
® Unlikely
Neutral
LI Likely
20 40 6o 8o goo
1 to 10 Scale
1 -3 Unlikely 4 -6 Neutral 7 -10 Likely
Likelihood to Recommend Tukwila
as a Place to Live
Percentage who are Likely to Recommend
For Young
Professionals
For Young Adults
without Children
For Families with
Young Children
34
1(1m_
® Unlikely
Neutral
LI Likely
0 20 40 6o 8o goo
1 to 10 Scale
1 -3 Unlikely 4 -6 Neutral 7 -10 Likely
Total Destination Marketing
Leaders in Place Branding
22
Likelihood to Recommend Southcenter
Percentage who are Likely to Recommend
As a Place to Live
As a Place to
Work
As a Place to
Visit
23
21i
0
1 to 10 Scale
1 -3 Unlikely 4 -6 Neutral 7 -10 Likely
20
40
6o
▪ Unlikely
I Neutral
▪ Likely
8o 100
Total Destination Marketing
Leaders in Place Branding
23
33%
South-
center
Percent Likely to Recommend
42%
South-
center
Total Destination Marketing
Leaders in Place Branding
24
Likelihood to Recommend
Southcenter for Leisure
Percentage who are Likely to Recommend as
A Place to Go Shopping
A Place to Go Out to Eat
A Place to Meet Friends
to "Hang Out"
A Place For Couples to
Visit
12
62
20 40 6o 8o goo
1 to 10 Scale
1 -3 Unlikely 4 -6 Neutral 7 -10 Likely
Likelihood to Recommend
Southcenter for Leisure
Percentage who are Likely to Recommend as
A Place with Family -
Friendly Activities
A Place to Escape for a
Day
A Place to Families with
Children to Visit
A Place to Enjoy Nightlife,
Clubs, Bars, & Pubs
A Place to Enjoy Trails,
Parks, & Outdoors
32
1
0
20 40 6o 8o goo
1 to 10 Scale
1 -3 Unlikely 4 -6 Neutral 7 -10 Likely
Likelihood to Recommend
Southcenter for Leisure
Average Likelihood
to Recommend Southcenter As A Place...
To Go Shopping
6.9
To Go Out to Eat
6.1
To Meet Friends to "Hang Out"
5.5
For Couples to Visit
5.5
With Family- Friendly Activities 5.3
To Escape for a Day 5.0
For Families with Children to Visit 5.0
To Enjoy Nightlife, Clubs, Bars, & Pubs 4.7
To Enjoy Trails, Parks, & Outdoors 4.2
J
1 to 10 Scale
Totot Destination Marketing
Leaders in Place Branding
27
1
High Likelihood to Find These
Leisure Attributes in Southcenter
A Variety of Shopping
A Variety of Restaurants L_ 48
Affordable Shopping 43 1
High Quality, Upscale Shopping 39 1
High Quality Restaurants 35 1
Easy & Convenient Parking ;5 1
Unique Local Restaurants
Family Friendly Activities
Unique, Local Shopping
Nightlife, Clubs, Bars
Cultural Attractions, Events,...
Parks, Trails, Outdoor Activities I
Percentage Stating a High Likelihood
1 to 10 Scale
High Likelihood = 8, 9, or 10
Total Destination Marketing
Leaders in Place Branding
ASSOCIATED SOUTHCENTER
63%
/ WITH TUKWILA
OTHERS SAID
Renton
8%
Total Destination Marketing
Leaders in Place Branding
29
HAVE VISITED SOUTHCENTER
IN THE PAST 2 YEARS
FOR LEISURE
Total Destination Marketing
Leaders in Place Branding
30
SATISFIED WITH
THEIR VISITS
0
SOUTHCENTER DURING
THE PAST YEAR
Totat Destination Marketing
Leaders in Ptace Branding
31
Best Name for Tukwila as a Place to Visit
TUKWILA- SOUTHCENTER
28%
9%
SEATTLE SOUTHSIDE
Total Destination Marketing
Leaders in Place Branding
Sources of Information
When considering places to visit & things to do in the Puget
Sound area, which sources of information do you use ?
Friend Recommendations
Search Engine (google, bing, yahoo)
61%
Social Media
52%
Review Sites (tripadvisor, yelp) 31%
Website of the city /destination 29%
Daily Newspaper 22%
Weekly Newspaper 14%
Family- Friendly Publication 9%
Seattlesouthside.com 4%
Percentage who use this info source
Total Destination Marketing
Leaders in Place Branding
33
COMPETITIVE SET
Total Destination Marketing
Leaders in Place Branding 34
First Thing that Comes to Mind
Downtown Seattle
Shopping Pike Place Market
gP r king Problems
U s �l C1 ] I t7'
rtesret,i dI'ts
FTraffic s d Klee le Crowded
IlL row Shopping
H r �,y
Dirty /Filth'' Pike Place Marked -Did "riIlIt
Space Needle ,r ys,.,, ,icdl,
rx,,enci. 4,71re Needle
FU1h151 re eSS15YCOflgeSt0tess
Traffic I I " ^1, ; Puke Place Market Crowded
vdec� �'ark,rl; r t ",cros 1 ..l irnefess
taur=rlts'
I estaurantsEx er,stve HometessA,wShopping
liomcicss Crc�v�+�-fer� � Par �ClCi '�f'Of]`�rT15 ra lc
Restaurants
rr "d 1Bu:y g Pit Place Market,-
r .. Needle
Busyl
IPaMlre;. Preolrnns y
Pike! Place! Market J
Euy Congested Tai
Fun I estau nts�
Shopping Tr� r run - - - acted
• Congested Homeless Expensive ,Expensive congested
Space Needle ID
Fun i Traffic
Congested
ace
Expensive
Parking Problems Shopping rdWc1ed
Dirty/Filth . F 1 rrl i „14:ra.
Crowded Pokl. Phi t.
M o t k D irty /F iIt
hys.h.Pa'
Parking Problems Dirty/Filthy 7lr11 YIlti Restaurants Restaurants
35
1
First Thing that Comes to Mind
Downtown Seattle
Most
Common
Traffic
Pike Place Market
Homeless
Space Needle
Crowded
Busy
Parking Problems
Shopping
Fun
Congested
Dirty /Filthy
Restaurants /Dining
Expensive
Sorted in order of prevalence. Excludes do not know.
Comparison to Downtown Seattle
A Place with Family -
Friendly Activities
A Place that is Convenient
to Visit
A Place with Affordable
Shopping
A Place with a Wide
Variety of Shopping
A Place that is Multi -
Cultural
1
59
32
44
40
16
0 20
® Downtown Seattle is Better
El Neutral
Southcenter is Better
40
6o
8o
100
Total Destination Marketing
Leaders in Place Branding
37
Better Than Downtown Seattle
+51 AFFORDABLE SHOPPING
CONVENIENT TO VISIT
+28
Saying Southcenter is Better Less % Saying Downtown is Better
Downtown Seattle is Better
A PLACE THAT IS MULTI-CULTURAL
WIDE VARIETY OF SHOPPING OPTIONS
FAMILY - FRIENDLY ACTIVITIES
-29
-5
-5
Saying Southcenter is Better Less % Saying Downtown is Better
First Thing that Comes to Mind
Bellevue
Expensive TrafficN ice Suburb
Microsoft
ShOPPingWea&guarlthYMaIIMICrOSOftEa"
Shopping
Bellevue s MR41
Upscale/Ritzy Upscale/Ritzy Bellevue Square Mall mEastside ea t y
Wealthy Microsoft
Rich People h A Money ensiV e SLIbUrb
Shopping
4: Suburb
Traffic Snobbish
Shoppingrin all Traffic
Eastside oWenalthey Suburb
1 / Bellevue Square Mall
UriSCale/RitZYMOneY T raffic
•vVealthy Eastside Mall EOriive Upscale/Ritzyl
Shopping Ni r:i:e..pie Rich Pe?ple
fi'lqlkliceMall I mxpenswe UpscaleiRdzy
MOrleY SUbUrb weapthyMall Nice
Traffic Eastside
aII r.tMicrosoft ExpensiveNice':
iburb
iellevue Square Mall
11 1 Nice
Nice bellevue Square MNaVrirY
hil?,4nYslaitele'bbiShTraffic Microsoft
1 Microsill . Eastside
Bell*yue Sftdare Mali
inhm:-.
., Snobbish SllOppillgMoneY
Exps-nsive
Snobbish Rich People Snobbish leSnobbish
Rich Peop
40
1
First Thing that Comes to Mind
Bellevue
Most
Common
Rich / Rich People
Expensive
Bellevue Square Mall
Shopping
Microsoft
Money
Snobbish
Traffic
Upscale /Ritzy
Mall
Wealthy
Eastside
Suburb /an
Nice
Sorted in order of prevalence. Excludes do not know.
43
Comparison to Downtown Bellevue
A Place with Family -
Friendly Activities
A Place that is Convenient
to Visit
A Place with Affordable
Shopping
A Place with a Wide
Variety of Shopping
A Place that is Multi -
Cultural
68
29
16
0 20 40
Downtown Bellevue is Better
El Neutral
Southcenter is Better
60
8o
100
Total Destination Marketing
Leaders in Place Branding
42
Better Than Downtown Bellevue
+59 AFFORDABLE SHOPPING
A PLACE THAT IS MULTI-CULTURAL
CONVENIENT TO VISIT
Saying Southcenter is Better Less % Saying Bellevue is Better
Even With Downtown Bellevue
WIDE VARIETY OF SHOPPING OPTIONS
0
Downtown Bellevue is Better
FAMILY - FRIENDLY ACTIVITIES
Saying Southcenter is Better Less % Saying Bellevue is Better
j
South !Kea " Airport
Far
Away
suburb
First Thing that Comes to Mind
Renton
Microsoft
Crime
Far Away
1 1 C ri m e
F r A Sep# u KS VMA+v
Boeing Airport The Landing e, x k
SOUthSOUth ea �eanawks VMA!C suburb c r Away
Ikea -
Blue Collar Seahawks VMAC Far 14w
[ in Btu Col ar r jGhetto Micsoft r-
Dl�t Traffic Crll' , Airport Ghetto Fe Away
AirportDirty
Boeing
IS Lrt T • r � �Ca2r
Dirty Boeing
Ripe Collar Airport
t
Dirty
Traffic re r>
ffi
Tr y C Mn a w. , Seahawks YL'rh C uth C f me Ghetto I icr so Tract n n ��ths
t h
Be i at wks VAf t 1 ccct,]c The Lan i n
Microsoft. r Far Away
csUbUrbC 4[ppauk Ut� Kea Traffic
Ghetto e h wC F1 s Y A Airp °rt
45
1
First Thing that Comes to Mind
Most
Common
Renton
•
Boeing
Ikea
Seahawks / VMAC
Traffic
Ghetto
The Landing
Suburb /an
Far Away
Microsoft
Airport
Crime
Blue Collar / Working Class
Dirty
Sorted in order of prevalence. Excludes do not know.
Comparison to Downtown Renton
A Place with Family -
Friendly Activities
A Place that is Convenient
to Visit
A Place with Affordable
Shopping
A Place with a Wide
Variety of Shopping
A Place that is Multi -
Cultural
14
13
63
24
0 20
® Downtown Renton is Better
El Neutral
Southcenter is Better
40
60
8o
100
Total Destination Marketing
Leaders in Place Branding
47
Better Than Downtown Renton
WIDE VARIETY OF SHOPPING OPTIONS
FAMILY - FRIENDLY ACTIVITIES +26
AFFORDABLE SHOPPING
CONVENIENT TO VISIT +24
A PLACE THAT IS MULTI - CULTURAL
Saying Southcenter is Better Less
Saying Renton is Better
+50
RESULTS
BASED ON
FAMILIARITY WITH TUKWILA
Total Destination Marketing
Leaders in Place Branding 49
■
Expectation of Tukwila
14%
Negative
Based on what you
have heard or
experienced, what kind
of experience would
you expect in visiting
Tukwila?
Total Destination Marketing
Leaders in Place Branding
50
.1
Impressions of Tukwila
Percentage who Agree with Each Statement: "Tukwila Is... "
33
21
Tolerant &
Welcoming
35
19
34
21
25
13
Friendly A Safe Place to Visit A Good Place for
People Like Me
Familiar with Tukwila
▪ Somewhat Familiar
■ Not Familiar
Total Destination Marketing
Leaders in Place Branding
51
Getting To & Around Tukwila
Percentage who Agree with Each Statement
Tukwila is Easy to Get To
71
40
17
It is Easy to Get Around in Tukwila
Familiar with Tukwila
WI Somewhat Familiar
■ Not Familiar
Total Destination Marketing
Leaders in Place Branding
52
•
Affordability of Tukwila
Percentage who Agree with Each Statement
40
25
36
Tukwila is Affordable
Tukwila Offers a Good Value for Visitors
Familiar with Tukwila
iW Somewhat Familiar
■ Not Familiar
Likelihood to Recommend Tukwila
Percentage who are Likely to
14
9
61
32
12
53
28
12
II
33
10
As a Place to Live As a Place to Work As a Place to Start a As a Place to Visit
Business
1 to 10 Scale
7 -10 Likely
Familiar with Tukwila
Somewhat Familiar
IN Not Familiar
1
Likelihood to Recommend Tukwila
as a Place to Live
Percentage who are Likely to Recommend
33
17
For Racial & Ethnic
34
20
11
32
17
10
For Gay & Lesbian For Seniors
Minorities Individuals
Familiar with Tukwila
WI Somewhat Familiar
IN Not Familiar
1 to 10 Scale
7 -10 Likely
Likelihood to Recommend Tukwila
as a Place to Live
Percentage who are Likely to Recommend
13
For Young Professionals
1 to 10 Scale
7 -10 Likely
24
12
14
For Young Adults Without Families With Young
Children Children
Familiar with Tukwila
▪ Somewhat Familiar
■ Not Familiar
Total Destination Marketing
Leaders in Place Branding
56
Likelihood to Recommend Southcenter
Percentage who are Likely to Recommend
19
15
As a Place to Live
34
18
As a Place to Work
Familiar with Tukwila
WI Somewhat Familiar
■ Not Familiar
45
27
As a Place to Visit
Total Destination Marketing
Leaders in Place Branding
57
Likelihood to Recommend
Southcenter for Leisure
Percentage who are Likely to Recommend
55
31
41
24
36
21
To Go Shopping To Go Out to Eat To Meet Friends To For Couples to Visit
"Hang Out"
Top attributes only
1 to 10 Scale
7-10 Likely
u Familiar with Tukwila
• Somewhat Familiar
• Not Familiar
High Likelihood to Find These Items
in Southcenter
Familiar with Somewhat Not
Tukwila Familiar Familiar
A Variety of Shopping
79 %
68 % 50 %
A Variety of Restaurants
65% 51% 33%
Affordable Shopping
65 % 45 % 28 %
High Quality, Upscale Shopping
54 % 42 % 28
High Quality Restaurants
55 % 38 % 22 %
Easy & Convenient Parking
59 % 35 % 22 %
Top Attriubutes Listed
1 to 10 Scale
Percentage who state there is a "high" likelihood
High Likelihood = 8, 9, or 10
Total Destination Marketing
Leaders in Place Branding
59
83%
OF THOSE FAMILIAR WITH TUKWILA
ASSOCIATED SOUTHCENTER WITH
TUKWILA
COMPARED WITH ONLY 33% OF THOSE
"NOT FAMILIAR" WITH TUKWILA.
THEY ASSOCIATED OTHER CITIES:
Renton
16%
Total Destination Marketing
Leaders in Race Branding
60
AT LEAST 74% OF ALL FAMILIARITY
GROUPS STAYED 4 HOURS OR LESS
IN SOUTHCENTER ON LAST VISIT
SATISFACTION WITH
SOUTHCENTER VISITS WAS
HIGH FOR ALL GROUPS
Total Destination Marketing
Leaders in Race Branding
61
Satisfaction with Last Visit to
Southcenter
Satisfied
24
Neutral
Familiar with Tukwila
▪ Somewhat Familiar
■ Not Familiar
6
Dissatisfied
Comparison to Downtown Seattle
E,A„g, 0,a,ox‘?k. ,00-a'
,t.
orl
WIDE VARIETY OF SHOPPING OPTIONS
FAMILY - FRIENDLY ACTIVITIES
AFFORDABLE SHOPPING
A PLACE THAT IS MULTI - CULTURAL
Saying Southcenter is Better Less
Saying Downtown Seattle is Better
63
Comparison to Downtown Bellevue
00`\`P� oe�ati o �at
�
WIDE VARIETY OF SHOPPING OPTIONS
FAMILY - FRIENDLY ACTIVITIES
AFFORDABLE SHOPPING
A PLACE THAT IS MULTI - CULTURAL
Saying Southcenter is Better Less
Saying Downtown Bellevue is Better
Comparison to Renton
,,,ck oe'\N-a*k. "a'
ov- 'k
WIDE VARIETY OF SHOPPING OPTIONS
FAMILY - FRIENDLY ACTIVITIES
AFFORDABLE SHOPPING
A PLACE THAT IS MULTI - CULTURAL
Saying Southcenter is Better Less
Saying Renton is Better
65
Best Name for Tukwila as a Place to Visit
Among those Familiar with Tukwila Only
30%
SOUTHCENTER
TUKWILA- SOUTHCENTER
Total Destination Marketing
Leaders in Race Branding
66
RESULTS
BASED ON
GENERATIONS
Total Destination Marketing
Leaders in Place Branding 67
MILLENNIALS Born after 1980
Generations
Total Destination Marketing
Leaders in Race Branding
68
Expectation of Tukwila
12%
Negative
Based on what you
have heard or
experienced, what kind
of experience would
you expect in visiting
Tukwila?
Total Destination Marketing
Leaders in Race Branding
69
Impressions of Tukwila
Percentage who Agree with Each Statement: "Tukwila Is... "
32
39
Tolerant &
Welcoming
38 38
30
fi
25
32
Friendly A Safe Place to Visit A Good Place for
People Like Me
Boomers
■ Gen X
• Millennia's
Total Destination Marketing
Leaders in Place Branding
70
Getting To & Around Tukwila
Percentage who Agree with Each Statement
63 60
51
30
Tukwila is Easy to Get To
Boomers
■ Gen X
• Millennia's
It is Easy to Get Around in Tukwila
1
Affordability of Tukwila
Percentage who Agree with Each Statement
47
Tukwila is Affordable
Boomers
■ Gen X
• Millennia's
Tukwila Offers a Good Value for Visitors
13
•
20
Likelihood to Recommend Tukwila
Percentage who are Likely to
31 33
LE1
27
31
As a Place to Live As a Place to Work As a Place to Start a As a Place to Visit
Business
Boomers
1 t0 10 Scale ■ Gen X
7 -10 Likely • Millennia's
Likelihood to Recommend Tukwila
as a Place to Live
3Perce6
Percentage who are Likely to Recommend
23
19
26
For Racial & Ethnic For Gay & Lesbian
Minorities Individuals
Boomers
1 t0 10 Scale ■ Gen X
7 -10 Likely • Millennia's
12
17
21
For Seniors
Total Destination Marketing
Leaders in Race Branding
74
4'
Likelihood to Recommend Tukwila
as a Place to Live
Percentage who are Likely to Recommend
29 29
21
26
1
11
16
20
For Young Professionals For Young Adults Without For Families With Young
Children Children
Boomers
1 t0 10 Scale • Gen X
7 -10 Likely • Millennia's
Likelihood to Recommend Southcenter
Percentage who are Likely to Recommend
28
14
A Place to Live
29
38
/I 1
48
oui-1
A Place to Work A Place to Visit
Boomers
■ Gen X
• Millennia's
Total Destination Marketing
Leaders in Place Branding
76
62
Likelihood to Recommend
Southcenter for Leisure
Percentage who are Likely to Recommend
67
47
58
36
50
42
To Go Shopping To Go Out to Eat To Meet Friends To For Couples to Visit
"Hang Out"
Top attributes only
1 to 10 Scale
7 -10 Likely
Boomers
■ Gen X
• Millennia's
Total Destination Marketing
Leaders in Race Branding
77
High Likelihood to Find These Items
in Southcenter
Boomers Gen X Millennials
A Variety of Shopping
64 %
62 % 64 %
A Variety of Restaurants
50 % 46 % 47 %
Affordable Shopping
42 % 40 % 43
High Quality, Upscale Shopping
40 % 37 % 39
High Quality Restaurants
34 % 34 % 37 %
Easy & Convenient Parking
37% 34% 31%
Top Attriubutes Listed
1 to 10 Scale
Percentage who state there is a "high" likelihood
High Likelihood = 8, 9, or 10
Total Destination Marketing
Leaders in Race Branding
78
Over
OF BOOMERS & GENERATION X
ASSOCIATED SOUTHCENTER WITH
TUKWILA
OF MILLENNIALS
OF ALL GROUPS
ASSOCIATED SeaTac
OF MILLENNIALS
17%
Associated SEATTLE
Totat Destination Marketing
Leaders in Race Branding
79
BOOMERS
61% have visited
GENERATION X
74% have visited
MILLENNIALS
75% have visited
Visited Southcenter in past 2 Years
Total Destination Marketing
Leaders in Race Branding
80
BOOMERS 91% stayed 4 hours or less
GENERATION X 14% stayed up to 8 hours
82% stayed 4 hours or less
MILLENNIALS
21% stayed up to 8 hours
72% stayed 4 hours or less
Length of Stay of Last Visit
to Southcenter
Total Destination Marketing
Leaders in Race Branding
81
Satisfaction with Last Visit to
Southcenter
79 82
Satisfied
2
17 16
4
5 2
Neutral Dissatisfied
Boomers
■ Gen X
• Millennia's
Total Destination Marketing
Leaders in Place Branding
82
Comparison to Downtown Seattle
ooN`es pe� 0\e'(
� �as
0
WIDE VARIETY OF SHOPPING OPTIONS
FAMILY - FRIENDLY ACTIVITIES
AFFORDABLE SHOPPING
-11
A PLACE THAT IS MULTI - CULTURAL
Saying Southcenter is Better Less
Saying Downtown Seattle is Better
83
Comparison to Downtown Bellevue
speels Ge(`* 0\e<
WIDE VARIETY OF SHOPPING OPTIONS
FAMILY - FRIENDLY ACTIVITIES
AFFORDABLE SHOPPING
A PLACE THAT IS MULTI - CULTURAL
Saying Southcenter is Better Less
Saying Downtown Bellevue is Better
Comparison to Renton
�`es peg ``ccys
0�
WIDE VARIETY OF SHOPPING OPTIONS
FAMILY - FRIENDLY ACTIVITIES
AFFORDABLE SHOPPING
Saying Southcenter is Better Less
Saying Renton is Better
30% Tukwila
BOOMERS 30% Tukwila- Southcenter
19% Southcenter
31% Southcenter
GENERATION X 24% Tukwila
23% Tukwila-Southcenter
30% Tukwila
MILLENNIALS 26% Tukwila- Southcenter
25% Southcenter
Best Name For Tukwila
as a Place to Visit
Total Destination Marketing
Leaders in Race Branding
86
SEATTLE
30% of sample
NEAR SUBURBS
7% of sample
TACOMA
15% of sample
OLYMPIA
9% of sample
OTHER METRO
39% of sample
Visited Southcenter in past 2 Years
Total Destination Marketing
Leaders in Race Branding
87
RESULTS
BASED ON
RESIDENCE OF RESPONDENT
Total Destination Marketing
Leaders in Place Branding 88
■
Expectation of Tukwila
Based on what you
have heard or
experienced, what kind
of experience would
you expect in visiting
Tukwila?
Total Destination Marketing
Leaders in Race Branding
89
Expectation of Tukwila
14%
Negative
Based on what you
have heard or
experienced, what kind
of experience would
you expect in visiting
Tukwila?
Total Destination Marketing
Leaders in Race Branding
90
Impressions of Tukwila
Percentage who Agree with Each Statement: "Tukwila Is... "
46
Tolerant & Welcoming
- Seattle
hi Near Suburbs
Tacoma
Olympia
id Other Metro
Friendly
Total Destination Marketing
Leaders in Place Branding
91
Impressions of Tukwila
Percentage who Agree with Each Statement: "Tukwila Is... "
35
32
43
18
25
A Safe Place to Visit
- Seattle
hi Near Suburbs
Tacoma
Olympia
id Other Metro
A Good Place for People Like Me
Total Destination Marketing
Leaders in Place Branding
92
Getting To & Around Tukwila
Percentage who Agree with Each Statement
85
Tukwila is Easy to Get To
- Seattle
hi Near Suburbs
Tacoma
Olympia
id Other Metro
40
It is Easy to Get Around in Tukwila
Total Destination Marketing
Leaders in Race Branding
93
y
Affordability of Tukwila
Percentage who Agree with Each Statement
59
22
14
35
Tukwila is Affordable
Seattle
ti Near Suburbs
ill Tacoma
Olympia
id Other Metro
31
50
35
19
33
Tukwila Offers a Good Value for Visitors
Likelihood to Recommend Tukwila
Percentage who are Likely to
48
47
As a Place to Start a Business
1 to 10 Scale
7 -10 Likely
Seattle
m Near Suburbs
• Tacoma
Olympia
• Other Metro
As a Place to Visit
Likelihood to Recommend Tukwila
48
Percentage who are Likely to
47
As a Place to Start a Business
1 to 10 Scale
7 -10 Likely
- Seattle
hi Near Suburbs
Tacoma
Olympia
id Other Metro
As a Place to Visit
30
Likelihood to Recommend Tukwila
as a Place to Live
Wprcentage who are Likely to Recommend
33
34
For Racial & Ethnic Minorities
1 to 10 Scale
7 -10 Likely
- Seattle
hi Near Suburbs
Tacoma
Olympia
id Other Metro
22
For Gay & Lesbian Individuals
Total Destination Marketing
Leaders in Race Branding
97
Likelihood to Recommend Tukwila
as a Place to Live
Percentage who are Likely to Recor►fimend
19
30
•
For Seniors
1 to 10 Scale
7 -10 Likely
- Seattle
hi Near Suburbs
Tacoma
Olympia
id Other Metro
For Young Professionals
Total Destination Marketing
Leaders in Race Branding
98
Likelihood to Recommend Tukwila
as a Place to Live
Percentage who are Likely to Recommend
31 30
17
For Young Adults without Children For Families with Young Children
1 to 10 Scale
7 -10 Likely
- Seattle
hi Near Suburbs
Tacoma
Olympia
id Other Metro
Total Destination Marketing
Leaders in Race Branding
99
Likelihood to Recommend Southcenter
Percentage who are Likely to
48
As a Place to Live
Seattle
ti Near Suburbs
ill Tacoma
Olympia
id Other Metro
A Place to Work
Likelihood to Recommend Southcenter
Percentage who are Likely to
61
33
As a Place to Visit
ki Seattle
ti Near Suburbs
Tacoma
Olympia
id Other Metro
44
Likelihood to Recommend
Southcenter for Leisure
Pgccentage who are Likely to Recommend as
53
61
A Place to Go Shopping
Top attributes only
1 to 10 Scale
7 -10 Likely
Seattle
hi Near Suburbs
Tacoma
u Olympia
Other Metro
71
60
53
A Place to Go Out to Eat
Total Destination Marketing
Leaders in Place Branding
102
Likelihood to Recommend
Southcenter for Leisure
Percentage who are Likely to Recommend as
62
53
A Place to Meet Friends to "Hang Out"
Top attributes only
1 to 10 Scale
7 -10 Likely
Seattle
hi Near Suburbs
Tacoma
u Olympia
NI Other Metro
37
A Place for Couples to Visit
Total Destination Marketing
Leaders in Place Branding
103
High Likelihood to Find These Items
in Southcenter
Seattle
Near
Suburbs
Tacoma Olympia Other
A Variety of Shopping
58
81%
71%
61%
63
A Variety of Restaurants
40
70 % 55 %
42 % 48
Affordable Shopping 44
64 % 43
35 % 39
High Quality, Upscale Shopping
28
49 % 49
49 % 40
High Quality Restaurants
25 %
49 % 45 %
36 % 37
Easy & Convenient Parking
38 %
50 % 31 %
26 % 32
Top Attriubutes Listed
1 to 10 Scale
Percentage who state there is a "high" likelihood
High Likelihood = 8, 9, or 10
Southcenter
Percentage who Associated the Southcenter Shopping District
with Tukwila
87
56
Associated Southcenter with Tukwila
Seattle
hi Near Suburbs
Tacoma
Olympia
id Other Metro
""m5ii°
Total Destination Marketing
Leaders in Place Branding
105
SEATTLE
70% have visited
NEAR SUBURBS
98% have visited
TACOMA
69% have visited
OLYMPIA
57% have visited
OTHER METRO
65% have visited
Visited Southcenter in past 2 Years
Total Destination Marketing
Leaders in Race Branding
106
SEATTLE
70% have visited
NEAR SUBURBS
98% have visited
TACOMA
69% have visited
OLYMPIA
57% have visited
OTHER METRO
65% have visited
Visited Southcenter in past 2 Years
Total Destination Marketing
Leaders in Race Branding
107
NO MAJOR
DIFFERENCES IN
LENGTH OF VISIT
BASED ON
RESIDENCE
o Len th f Stay f Last Visitg o
Total Destination Marketing
to Southcenter
Leaders in Race Branding
108
Satisfaction with Last Visit to
Southcenter
90
80
70
60
50
40
30
20
10
0
82 83 80
1
61
Satisfied
7% or Tess of each group was Seattle
dissatisfied. hi Near Suburbs
Tacoma
The remainder ,i Olympia
were "neutral." NI Other Metro
Total. Destination Marketing
Leaders in Place Branding
109
Comparison to Downtown Seattle
p5
WIDE VARIETY OF SHOPPING OPTIONS
FAMILY - FRIENDLY ACTIVITIES
AFFORDABLE SHOPPING
+12
A PLACE THAT IS MULTI - CULTURAL
Saying Southcenter is Better Less
Saying Downtown Seattle is Better
Comparison to Downtown Seattle
WIDE VARIETY OF SHOPPING OPTIONS
FAMILY - FRIENDLY ACTIVITIES
AFFORDABLE SHOPPING
vspe 0\4(e
del
A PLACE THAT IS MULTI - CULTURAL
Saying Southcenter is Better Less
Saying Downtown Seattle is Better
111
Comparison to Downtown Bellevue
Seakk`e _.eat SJbJ`bS
0
WIDE VARIETY OF SHOPPING OPTIONS
FAMILY - FRIENDLY ACTIVITIES
AFFORDABLE SHOPPING
Saying Southcenter is Better Less
Saying Downtown Bellevue is Better
Comparison to Downtown Bellevue
WIDE VARIETY OF SHOPPING OPTIONS
FAMILY - FRIENDLY ACTIVITIES
AFFORDABLE SHOPPING
del
A PLACE THAT IS MULTI - CULTURAL
Saying Southcenter is Better Less
Saying Downtown Bellevue is Better
Comparison to Renton
WIDE VARIETY OF SHOPPING OPTIONS
FAMILY - FRIENDLY ACTIVITIES
a,�,�\e
S e
AFFORDABLE SHOPPING
A PLACE THAT IS MULTI - CULTURAL
Saying Southcenter is Better Less
Saying Renton is Better
+10
1 +9
Comparison to Renton
WIDE VARIETY OF SHOPPING OPTIONS
FAMILY - FRIENDLY ACTIVITIES
AFFORDABLE SHOPPING
I
(le cke
del
+37
A PLACE THAT IS MULTI - CULTURAL
Saying Southcenter is Better Less
Saying Renton is Better
SEATTLE
34% Tukwila
22% Tukwila- Southcenter
21% Southcenter
30% Southcenter
NEAR SUBURBS 29% Tukwila
29% Tukwila-Southcenter
Best Name For Tukwila
as a Place to Visit
Total Destination Marketing
Leaders in Race Branding
116
TACOMA
31% Tukwila- Southcenter
25% Tukwila
24% Southcenter
OLYMPIA
32% Tukwila- Southcenter
26% Tukwila
18% Southcenter
OTHER
28% Tukwila- Southcenter
28% Southcenter
24% Tukwila
Best Name For Tukwila
as a Place to Visit
—n5i11°
Total Destination Marketing
Leaders in Race Branding
117
APPENDIX
Total Destination Marketing
Leaders in Place Branding 118
Methodology
Web -based surveys were conducted in March, 2017. All surveys were conducted via an online panel of
a sample of residents of four areas: Seattle (city), Tacoma (city), Olympia (city), and Seattle
Metropolitan Area. To qualify for the survey, respondents were required to live in the Puget Sound
area and to be at least 18 years in age. 1,484 surveys were completed for a completion rate of 94.5 %.
The survey sought a quota of responses from Seattle city, Tacoma city, Olympia city, and other
metropolitan area residents. Responses were balanced across the metro area with a larger focus on
Seattle and the Seattle Metro Area (excluding Seattle, Tacoma, & Olympia).
Reported results may not equal i00% due to rounding, exclusion of "don't know /rather not say ", and
response options in which respondents were asked to select "all that apply ". As a few questions may
not have been answered by all respondents, some questions may have an n <1,484.
The purpose of this study is to understand general perceptions of Tukwila and Southcenter, so
statistical comparisons are not presented using measures of "statistical significance." In general,
there is a larger margin of error for the smaller samples (Tacoma and Olympia).
Demographic responses were not provided by a small percentage of respondents (less than 2 %).
When demographic responses were not provided, these responses are omitted from some
comparisons. For example, if a respondent did not provide a birth year, then the respondent was
removed from comparisons between generations. However, the response still appears in the
aggregate totals.
Categories of residence were generated by ZIP code. However, some ZIP codes overlap cities making
it difficult to determine whether a resident lived in a specific city. For the classification of "near
suburbs," it generally includes areas areas near Tukwila that are not in Seattle or Tacoma. This area
incudes Renton, Kent, and SeaTac.
Demographics of Respondents
Gender
65% Female
35% Male
Education
12% High School or Less
29% Some College or Vocational School
36% Graduated From College
22% Completed Graduate School
1% Would Rather Not Say
Household Income
29% Less Than $5o,000
21% From $50,000 to $74,999
17% From $75,000 to $99,999
26% Over $ioo,000
8% Would Rather Not Say
Generation
8% Silent (Born Pre -1946)
29% Boomers (1946 -1964)
24% Generation X (1965 -1980)
38% Millennials (After 1980)
2% Would Rather Not Say
Marital Status
53% Married
31% Single
15% In a Relationship but Not Married
1% Would Rather Not Say
Children Under 18 at Home
30% Have Children Living at Home
Residence
Seattle 30%
Near Suburbs 7%
Tacoma 15%
Olympia 9%
Other Metro Area 39%
(includes Bellevue, Everett, Renton)
Years Lived in Puget Sound Area
62% At Least 20 Years
15% At Least 10 but Less than 20
10% At Least 5 but Less than 10
9% At Least 1 but less than 5
5% Less than 1 Year
Total Destination Marketing
Leaders in Race Branding
120
g
°hal postmark
Research Team
Research conducted by
Global Postmark, LLC
matthew@globalpostrnark.com
www.globalpostmark.com
for
Total Destination Marketing
www.destinationbranding.com
Totot Destination Marketing
Lead Researcher: Matthew Stone, President of Global Postmark, LLC, is a tourism and
hospitality educator and researcher. In 2016, he completed the world's largest study of
culinary travelers for the World Food Travel Association, and he has also worked with the
United States Travel Association. His research has appeared in many academic journals,
including Tourism Management, Journal of Travel Research, and Journal of Air Transport
Management, and has been presented at Travel & Tourism Research Association's
international conferences. As consumer travel expert, Matthew has been quoted by USA
Today, Sacramento Bee, Smart Money, Los Angeles Times, and Asian Hospitality. He holds
degrees in tourism (PhD, Texas A &M), hospitality management (MHM, Houston), and
business administration (BS, Illinois).
Total Destination Marketing
Leaders in Place Branding
gkthal postmark
Tukwila Residents' Image of their City
Executive Summary
This City Image Study was conducted in March 2017 to determine Tukwila
residents' perceptions of the city and its attributes. Respondents (n -173) were
at least 18 years old.
Overall, individuals had more positive impressions of Tukwila than negative
impressions. Over half (57 %) rated overall quality of life in Tukwila to be
positive, while only 12% gave a negative rating. The remainder of responses
were neutral. Four attributes were rated positively by at least 6o% of
respondents: overall quality of police protection, overall quality of parks &
greenways, overall business & directional signage, and availability of parking.
The lowest -rated attribute was availability of affordable housing (49% positive).
Residents were proud to live in Tukwila (57% positive; 22% negative) and
believed Tukwila was a good place for people like them (55% positive; 25%
negative). They also perceived progress in Tukwila, as 57% believed that
Tukwila has improved in the past five years. Although not as strongly, they also
believed that Tukwila will improve in the next five years as a place to live.
Residents were likely to recommend Tukwila as a place to live, work, and start
a business. Over half (51 %) recommended Tukwila as a place to live (only-18%
negative). If given a choice of where to live, over half (57 %) would remain in
Tukwila, while 26% would move outside of the region.
As a place to live, residents were likely to recommend Tukwila for many
different populations. Tukwila was rated highest for racial and ethnic
minorities (57% positive; only io% negative; net likelihood score +47). There
were also net likelihood scores of +20 or more as a place to live for gay &
lesbian individuals, seniors, young professionals, and young adults without
children.
For leisure, residents overwhelmingly recommended Tukwila as a place to go
shopping and as a place to go out to eat. Over half also recommended Tukwila
a place with family - friendly activities and a place to enjoy trails, parks, &
outdoor activities. Tukwila was not recommended as a place to enjoy nightlife,
clubs, & bars.
Results of this survey were compared with Puget Sound -area residents'
perceptions of Tukwila from a study taken simultaneously. Overwhelmingly,
residents' impressions of Tukwila were much higher than area residents. For
example, 51% of residents recommended Tukwila as a place to live, compared
with only 15% of Puget Sound -area residents. Tukwila residents also were more
likely to recommend Tukwila as a place to live for each of the six populations in
the survey.
The most common sources of community issues, services, & events were:
friends & neighbors; posters and fliers in local businesses; and Tukwila
Reporter.
The demographic breakdown of the respondents is diverse, but it may not
reflect the same demographics of the population due primarily to difficulties in
surveying members of minority populations.
Matthew Stone
Global Postmark, LLC
matthew@globalpostmark.com
Bill Baker
Total Destination Marketing
billb@destinationbranding.com
TUKWILA RESIDENTS'
IMAGE OF THEIR CITY
Total Destination Marketing
Leaders in Place Branding
giol;a1 postmark
2017
EXECUTIVE SUMMARY
Total Destination Marketing
Leaders in Place Branding 2
Executive Summary
This City Image Study was conducted in March 2017 to determine Tukwila residents' perceptions of
the city and its attributes. Respondents (n -173) were at least 18 years old.
Overall, individuals had more positive impressions of Tukwila than negative impressions. Over half
(57 %) rated overall quality of life in Tukwila to be positive, while only 12% gave a negative rating. The
remainder of responses were neutral. Four attributes were rated positively by at least 60% of
respondents: overall quality of police protection, overall quality of parks & greenways, overall
business & directional signage, and availability of parking. The lowest -rated attribute was availability
of affordable housing (49% positive).
Residents were proud to live in Tukwila (57% positive; 22% negative) and believed Tukwila was a good
place for people like them (55% positive; 25% negative). They also perceived progress in Tukwila, as
57% believed that Tukwila has improved in the past five years. Although not as strongly, they also
believed that Tukwila will improve in the next five years as a place to live.
Residents were likely to recommend Tukwila as a place to live, work, and start a business. Over half
(51 %) recommended Tukwila as a place to live (only 18% negative). If given a choice of where to live,
over half (57 %) would remain in Tukwila, while 26% would move outside of the region.
Total Destination Marketing
Leaders in Race Branding
3
As a place to live, residents were likely to recommend Tukwila for many different populations.
Tukwila was rated highest for racial and ethnic minorities (57% positive; only 10% negative; net
likelihood score +47). There were also net likelihood scores of +20 or more as a place to live for gay &
lesbian individuals, seniors, young professionals, and young adults without children.
For leisure, residents overwhelmingly recommended Tukwila as a place to go shopping and as a place
to go out to eat. Over half also recommended Tukwila a place with family - friendly activities and a
place to enjoy trails, parks, & outdoor activities. Tukwila was not recommended as a place to enjoy
nightlife, clubs, & bars.
Results of this survey were compared with Puget Sound -area residents' perceptions of Tukwila from a
study taken simultaneously. Overwhelmingly, residents' impressions of Tukwila were much higher
than area residents. For example, 51% of residents recommended Tukwila as a place to live,
compared with only 15% of Puget Sound -area residents. Tukwila residents also were more likely to
recommend Tukwila as a place to live for each of the six populations in the survey.
The most common sources of community issues, services, & events were: friends & neighbors;
posters and fliers in local businesses; and Tukwila Reporter.
The demographic breakdown of the respondents is diverse, but it may not reflect the same
demographics of the population due primarily to difficulties in surveying members of
minority populations.
Total Destination Marketing
Leaders in Race Branding
4
RESULTS
Total Destination Marketing
Leaders in Place Branding 5
Study Overview
Purpose
To determine Tukwila residents' perceptions of
Tukwila
• Surveys Conducted in March 2o17
• Respondents lived in Tukwila and were at
least 18 years of age
• 173 responses
1
Quality of Life & City Services
Percentage who Rate Each Statement (Poor to Excellent)
41
2
31
110
36
s
13
Overall quality of life in Tukwila Overall appearance and aesthetics
ilia 1 Poor
2
3
4
i 5 Excellent
Total Destination Marketing
Leaders in Place Branding
7
1
Quality of Life & City Services
Percentage who Rate Each Statement (Poor 38 Excellent)
12
24
27
20
10
n
Overall quality of community events & Overall quality of public schools
festivals
Li 1 Poor
2
4
_15 Excellent
Total Destination Marketing
Leaders in Place Branding
8
1
Quality of Life & City Services
Percentage who Rate Each Statement (Poor to Excellent)
36 35
5
18
30
Overall quality of parks, greenways, & Overall quality of park programs
trails
Li 1 Poor
Z
� 3
4
_15 Excellent
Total Destination Marketing
Leaders it Race Branding
9
1
Quality of Life & City Services
Percentage who Rate Each Statement (Poor to Excellent)
41
4
Overall business & directional signage Overall condition of streets
u 1 Poor
Z
� 3
4
_15 Excellent
Total Destination Marketing
Leaders it Race Branding
10
1
Quality of Life & City Services
Percentage who Rate Each Statement (Poor to Excellent)
35 35
3
25
26
Availability of parking
hi 1 Poor
2
NI 3
14
5 Excellent
24
29
Overall quality of police protection
1
Quality of Life & City Services
Percentage who Rate Each $ tatement (Poor to Excellent)
10
•
22
Availability of affordable housing
w 1 Poor
2
3
4
i 5 Excellent
Total Destination Marketing
Leaders in Place Branding
12
1
Quality of Life & City Services
w 1 Poor
Li Z
ill
—1 4
u 5 Excellent
Average Scores
Overall quality of police protection
3.79
Overall quality of parks, greenways, & trails
3.74
Overall business & directional signage
3.71
Availability of parking
3.70
OVERALL QUALITY OF LIFE IN TUKWILA 3.58
Overall condition of streets 3.54
Overall quality of park programs 3.52
Overall quality of public schools 3.31
Overall appearance & aesthetics 3.25
Overall quality of community events & festivals 3.25
Availability of affordable housing 3.14
Total Destination Marketing
Leaders in Place Branding
13
1
Quality of Life & City Services
Attributes with a median score of 4 or higher
Overall quality of life in Tukwila
Overall quality of police protection
Overall quality of parks, greenways & trails
Overall business & directional signage
Availability of parking
Overall condition of streets
Overall quality of park programs
Overall quality of public schools
w 1 Poor
Li Z
ill
—1 4
u 5 Excellent
Total Destination Marketing
Leaders in Place Branding
14
13
Attitudes Toward Tukwila
Percentage who Agree with Each Statement
30
27 28
feel like part of the Tukwila Tukwila is a good place for people like
Community
1 Strongly Disagree
2
ii 3
4
i 5 Strongly Agree
me
Attitudes Toward Tukwila
Percentage who Agree with Each Statement
22
26
15
28 28
17
I am proud to live in Tukwila People in Tukwila care about each other
1 Strongly Disagree
2
ii 3
4
i 5 Strongly Agree
Perceptions of Progress in Tukwila
Percentage who Agree with Each Statement
31
17
Tukwila has improved in the past 5 I think Tukwila will improve in the next
years as a place to live 5 years as a place to live
L 1 Strongly Disagree
2
ii 3
4
i 5 Strongly Agree
Attitudes Toward Tukwila
I think Tukwila will improve in the next 5 years as a place to live
3.77
I am proud to live in Tukwila
3.55
Tukwila has improved n the past 5 years as a place to live 3.53
Tukwila is a good place for people like me
3.48
feel like part of the Tukwila community 3.25
People in Tukwila care about each other 3.22
1 Strongly Disagree
2
ii 3
4
i 5 Strongly Agree
Total Destination Marketing
Leaders in Place Branding
18
Attitudes Toward Tukwila
Attributes with a median score of 4 or higher
think Tukwila will improve in the next 5 years as a place
to live
Tukwila has improved in the past 5 years as a place to live
Tukwila is a good place for people like me
I am proud to live in Tukwila
1 Strongly Disagree
2
ii 3
4
i 5 Strongly Agree
Total Destination Marketing
Leaders in Race Branding
19
Perceptions of Safety in Tukwila
Percentage who Agree with Each Statement
19 19
26
22
How safe do you feel when walking in How safe do you feel when shopping in
your neighborhood at night Tukwila /Southcenter at night
IA 1 Extremely Unsafe
2
ii i
4
_15 Extremely Safe
20
Desire to Stay
If resident had a choice of where to live,
which percentage would:
Stay in the same neighborhood
Move to another neighborhood in Tukwila
Move outside Tukwila but within the region
Move outside Tukwila but stay within Washington
Move to another city & state
17
15
Total Destination Marketing
Leaders in Place Branding
21
Likelihood to Recommend Tukwila
Percentage who are likely to recommend
As a Place to Live
As a Place to
Work
As a Place to
Start a Business
18
1
1
0
1 to 10 Scale
1 -3 Unlikely 4 -6 Neutral 7 -10 Likely
20
40
6o
® Unlikely
Neutral
Li Likely
8o 100
Total Destination Marketing
Leaders in Place Branding
22
Likelihood to Recommend Tukwila
Net Likelihood Score
AS A PLACE TO LIVE
A PLACE TO WORK
AS A PLACE TO START A BUSINESS
+19
Likely to Recommend - % Unlikely to Recommend 23
Likelihood to Recommend Tukwila
as a Place to Live
Percentage who are likely to recommend
For Racial &
Ethnic Minorities
For Gay / Lesbian
Individuals
For Seniors
0 20 40 6o
1 to 10 Scale
1 -3 Unlikely 4 -6 Neutral 7 -10 Likely
® Unlikely
Neutral
▪ Likely
8o 100
Total Destination Marketing
Leaders in Place Branding
24
Likelihood to Recommend Tukwila
as a Place to Live
Percentage who are likely to recommend
For Young
Professionals
For Young Adults
without Children
For Families with
Young Children
Mimia_
N
0 20 40
1 to 10 Scale
1 -3 Unlikely 4 -6 Neutral 7 -10 Likely
6o
® Unlikely
Neutral
▪ Likely
8o 100
Total Destination Marketing
Leaders in Place Branding
25
Likelihood to Recommend Tukwila
as a Place to Live
Net Likelihood Score
FOR RACIAL & ETHNIC MINORITIES
FOR GAY / LESBIAN INDIVIDUALS
FOR YOUNG PROFESSIONALS
+47
+ 28 /\
+22
Likely to Recommend - % Unlikely to Recommend 26
Likelihood to Recommend Tukwila
as a Place to Live
Net Likelihood Score
FOR SENIORS
+22
+17
FOR FAMILIES WITH YOUNG CHILDREN
+14
Likely to Recommend - % Unlikely to Recommend 27
Likelihood to Recommend Tukwila
for Leisure Activities
Percentage who are likely to recommend
A Place to Go
Shopping
A Place to Go
Out To Eat
A Place with
Family- Friendly
Activities
1
® Unlikely
Neutral
▪ Likely
0 20 40 6o 8o goo
1 to 10 Scale
1 -3 Unlikely 4 -6 Neutral 7 -10 Likely
Total Destination Marketing
Leaders in Place Branding
28
Likelihood to Recommend Tukwila
for Leisure Activities
Percentage who are likely to recommend
A Place to Enjoy
Trails, Parks, &
Outdoor
Activities
A Place to Meet
People & Make
Friends
A Place to Enjoy
Nightlife, Clubs,
& Bars
24
0 20 40 6o
1 to 10 Scale
1 -3 Unlikely 4 -6 Neutral 7 -10 Likely
® Unlikely
I Neutral
▪ Likely
8o 100
Total Destination Marketing
Leaders in Place Branding
29
Likelihood to Recommend Tukwila
for Leisure Activities
Net Likelihood Score
A PLACE TO GO SHOPPING
A PLACE TO GO OUT TO EAT
A PLACE TO ENJOY TRAILS, PARKS, OUTDOORS
+27
Likely to Recommend - % Unlikely to Recommend 3°
Likelihood to Recommend Tukwila
for Leisure Activities
Net Likelihood Score
A PLACE WITH FAMILY - FRIENDLY ACTIVITIES
A PLACE TO MEET PEOPLE & MAKE FRIENDS
A PLACE TO ENJOY NIGHTLIFE, CLUBS, & BARS
•
Likely to Recommend - % Unlikely to Recommend 31
COMPARISON
OF TUKWILA RESIDENTS TO
METRO AREA RESIDENTS
Total Destination Marketing
Leaders in Place Branding 32
Comparisons
A separate survey was taken of
metro area residents (n=1,484).
This section compares responses
from Tukwila residents to responses
from metro area residents.
1
Comparing Tukwila Resident
Perceptions to Metro Area Residents
Percentage "likely" to recommend Tukwila as
51
A place to live
1 to 10 Scale
7-10 Likely
A place to work A place to start a business
Tukwila Residents
Metro Area Residents
Total Destination Marketing
Leaders in Race Branding
34
Likelihood to Recommend Tukwila
Net Likelihood Score
Metro
Residents
Likely to Recommend - % Unlikely to Recommend 35
1
Comparing Tukwila Resident
Perceptions to Metro Area Residents
Percentage "likely" to recommend Tukwila as a place to live for
57
48
44
Racial & Ethnic Minorities Gay /Lesbian Individuals Seniors
1 to 10 Scale
7-10 Likely
Tukwila Residents
Metro Area Residents
Total Destination Marketing
Leaders in Place Branding
36
1
Comparing Tukwila Resident
Perceptions to Metro Area Residents
Percentage "likely" to recommend Tukwila as a place to live for
46
44 42
Young Professionals
1 to 10 Scale
7-10 Likely
23
■
15
Young Adults without Families with Young
Children Children
Tukwila Residents
Metro Area Residents
Total Destination Marketing
Leaders in Race Branding
37
Sources of Community Information
Where do you hear about community issues, services, & events?
Friends & Neighbors
65%
Posters /Fliers in Local Businesses
64%
Tukwila Reporter
62%
E- hazelnut Newsletter
49%
Local Television or Radio News 41%
City Website 39%
Facebook 25%
Social Media Run by the City 24%
Twitter 15%
Local Blogs /Websites (such as nextdoor.com) 13%
Percentage who use this information source
Total Destination Marketing
Leaders in Place Branding
38
APPENDIX
Total Destination Marketing
Leaders in Place Branding 39
Methodology
A combination of telephone and online surveys (n =173) were conducted in March, 2017. To qualify for the
survey, respondents were required to live in Tukwila and to be at least 18 years in age. Online surveys (n =19)
were conducted in English via an online panel of a random sample of residents of Tukwila. Telephone surveys
(n =154) were conducted in English using both a random sample of residents utilizing both landline and
mobile telephones. Individuals speaking Spanish were called back to take the survey in Spanish. Telephone
and online surveys were chosen due to cost and speed of data collection. Other methods (mail and door -to-
door surveys) were not used due to high cost and long length of time needed to collect data.
Reported results may not equal 100% due to rounding, exclusion of "don't know /rather not say ", and
response options in which respondents were asked to select "all that apply ". As a few questions may not
have been answered by all respondents, some questions may have an n <173. Analysis of individual items
excludes non responses unless otherwise noted.
The purpose of this study is to understand general perceptions of Tukwila, so statistical comparisons are not
presented using measures of "statistical significance." In general, there is a confidence interval of +/- 7.5%
Total Destination Marketing
Leaders in Race Branding
40
Demographics of Respondents
Gender
51% Female
49% Male
Household Income
34% Less Than $5o,000
16% From $50,000 to $74,999
20% From $75,000 to $99,999
16% Over $100,000
14% Would Rather Not Say
Generation
13% Silent (Born Pre -1946)
39% Boomers (1946 -1964)
19% Generation X (1965 -1980)
27% Millennials (After 1980)
2% Would Rather Not Say
Marital Status
39% Married
38% Single
17% In a Relationship but Not Married
6% Would Rather Not Say
Children Under 18 at Home
22% Have Children Living at Home
Total Destination Marketing
Leaders in Place Branding
41
Demographics of Respondents
Years Lived in Tukwila
41% At Least 20 Years
22% At Least 10 but Less than 20
18% At Least 5 but Less than 10
12% At Least 1 but less than 5
7% Less than 1 Year
Years Lived in Puget Sound Area
67% At Least 20 Years
13% At Least 10 but Less than 20
6% At Least 5 but Less than 10
9% At Least 1 but less than 5
5% Less than 1 Year
Primary Language Spoken at Home
86% English
5% Spanish
9% Other
Racial /Ethnic Background
(may include more than one)
61% White
10% Black / African - American
9% Asian
9% Hispanic / Latino /a
3% American Indian / Alaska Native
3% Native Hawaiian / Pacific Islander
2% Native of Africa
5% Other
5% Would Rather Not Say
Includes 4% Who Identify as Biracial
Total Destination Marketing
Leaders in Race Branding
42
g
°hal postmark
Research Team
Research conducted by
Global Postmark, LLC
matthew@globalpostrnark.com
www.globalpostmark.com
for
Total Destination Marketing
www.destinationbranding.com
Total Destination Marketing
Leasers in PLpce Branciiny
Lead Researcher: Matthew Stone, President of Global Postmark, LLC, is a tourism and
hospitality educator and researcher. In 2016, he completed the world's largest study of
culinary travelers for the World Food Travel Association, and he has also worked with the
United States Travel Association. His research has appeared in many academic journals,
including Tourism Management, Journal of Travel Research, and Journal of Air Transport
Management, and has been presented at Travel & Tourism Research Association's
international conferences. As consumer travel expert, Matthew has been quoted by USA
Today, Sacramento Bee, Smart Money, Los Angeles Times, and Asian Hospitality. He holds
degrees in tourism (PhD, Texas A &M), hospitality management (MHM, Houston), and
business administration (BS, Illinois).