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Home My WebLink AboutCDN 2017-05-08 Item 2C - Discussion - Brand Concept for Day MarketingCity of Tukwila Allan Ekberg, Mayor INFORMATIONAL MEMORANDUM TO: Community Development and Neighborhoods Committee FROM: Brandon Miles, Business Relations Manager CC: Mayor Ekberg DATE: May 1, 2017 SUBJECT: Day Marketing, Brand Concept ISSUE Staff would like City Council input and approval of a brand concept for the day marketing initiative, proposed by Bill Baker and supported by the Brand Advisory Committee. BACKGROUND In December of 2016, the City Council authorized the Mayor to sign an agreement with Bill Baker, with Total Destination Marketing, to assist the City in developing a compelling brand for the Southcenter area of the City, targeted to people within 50 miles of the City who would visit for the day to shop, dine and recreate ("day visitors"). The overall goal of the project is to bring more visitors to the City and drive more revenue to area businesses. Additionally, the branding process will be beneficial in how the City positions itself to attract overnight guests. This project is funded primarily with proceeds from the City's lodging tax, which, under State law, can only be used for tourism promotion. On April 171h the City Council received a briefing regarding two public perception surveys. The first survey was conducted in the Puget Sound area to understand the public's perception of Southcenter and Tukwila. A second survey was conducted of just Tukwila residents. Both surveys provided valuable information on how the City can best position itself to potential day visitors in the region. As part of the brand development process, City staff formed a Brand Advisory Committee (BAC) to assist developing the day visitor brand. The BAC includes stakeholders who have experience in marketing and serves as a sounding board for Bill Baker, his team and City staff. The BAC had its second meeting on April 18th to review the surveys and to discuss possible "brand concepts." A brand concept is the general idea or abstract meaning behind a brand. A brand's concept is used to give consistency to a brand's identity. It can be described as the first thing the City wants to pop into potential day visitor's head when they think of the City. Identifying a brand concept is an important part of the brand process. It must be completed before we can move to creating a logo, wordmark, and developing the brand personality. Attached with this memo are four brand concepts proposed by Bill Baker and his team to the BAC. The four brand concepts were developed based on the two research studies, stakeholder interviews, field research, and review of literature. Bill Baker and the BAC recommended the City adopt a brand concept for day visitors, focused on "Accessible Fun." 97 INFORMATIONAL MEMO Page 2 The following outlines the brand concept for "Accessible FUO." Accessible Fun The SOuth:8Dte[ShOppiDg and Entertainment District i8the Seattle Metro's most accessible, convenient, and affordable fun for all ages. YOUl| find lots Ofdining, family fun, sportS. SXDe[ieOti@| 8Ot8M3iDnl8Di. and exhilarating experiences. Tukwila iG the ideal place for fun with friends and family, day and night; whether soaring through the air 0rplaying golf, or laughing 8i dinner Or8brew pub. Key Strengths: • Family entertainment: Family Fun Center, ACME Bowl, Starfire Sports, Round 1, Cin9[M8G' Seattle ChOCO|@ie' iFLY' K8uSSUDl Of Flight • Events inSDU1hC8Oter Shopping District • Outdoor recreation: Parks, golf and trails • PNVV largest retail shopping opportunities • Abundant dining • Affordable & convenient (Research Study) • Family fun activities (Research Study) Pros: Cons: • Family entertainment: Family Fun e Reduces major focus on retail. Center, Acme Bowl, Starfire Sports, * Limited awareness of family activities in Round One, Cinemas, Seattle City (knowledge gap). Chocolates, iFly, Museum of Flight, * Perception that Bellevue is slightly better and Seattle Sounders FC. for family activities among those • Events in the Southcenter Shopping somewhat or not familiar with District. Southcenter (Research Study). • Outdoor recreation: Parks, golf, and o More "trend and cool perceptions" of trails. Bellevue. • PNW largest retail shopping and • Abundant dining. • Affordable and convenient (Research • Family fun activities (Research Study). • Creates brand distinction between Southcenter and downtown Seattle and DISCUSSION AGwe have discussed iD the past, the City's efforts On the branding project iStO develop @ compelling brand for potential day visitors in the Puget Sound region. For brand to be successful it must be distinct from its competitors. For the SOUthC8Dter Shopping District the competitors are primarily downtown Seattle and Bellevue and tO lesser extent, The Landing in Renton and Kent Station. These retail shopping districts position themselves primarily around ZACovnni| Agenda |mmsWaymeo Off ioe\BmndConoopts\|nfoMomoduo INFORMATIONAL MEMO Page 3 dining and/or shopping. Positioning the Southcenter Shopping District has a place for "accessible fun" will create distinction between Southcenter and its competitors. The goal with the accessible fun is that when people think of the Southcenter Shopping District they will think of the fun activities in the area to do. "Accessible Fun" should not be viewed as a tagline or slogan. It is for internal use to briefly describe the brand concept. The word "Accessible" is deliberately used to highlight a variety of traits for the Southcenter District. "Accessible" can refer to ease of access, such as being located at the intersection of major freeways, located along a light rail line, and Sounder Commuter Rail. "Accessible" also is a reflection that Tukwila welcoming to all. The proposed brand concept also allows the Southcenter Shopping District to link itself to well- known family-friendly brands in the City, such as the Museum of Flight, Starfire Sports, Seattle Sounders FC, Seattle Chocolates, Family Fun Center, and Round One. The proposed brand concept also has potential growth opportunity and the ability to incorporate the other brand concepts. For example, events and activities can be developed under the accessible fun brand that promote the City's ethnic and cultural diversity. OTHER Once Council approves the brand concept, staff and the BAC will begin the process of developing branding materials, such as a logo, wordmark, tag lines or tag words. The City Council will be presented concepts of these branding materials in the summer for review and feedback. Final branding materials will be presented to the City Council in August/September for approval. Once a brand has been developed, the City will be able to use the brand to develop and implement a marketing plan. FINANCIAL IMPACT None. RECOMMENDATION Staff recommends the City Council adopt a motion in support of a brand concept of "Accessible Fun" for the City's brand targeted at day visitors. Staff would like to take the proposed brand concept to the May 22nd Committee of the Whole meeting and the June 51h Regular Council meeting for final action. ATTACHMENTS • Tukwila Brand Concept Outline. DCouncil Agenda lternskMayoes Office0rand Concepts\lnfoMerno.doc 99 100 Tukwila Brand Concepts MaY 3, zo17 Brand Concept is Proximity & Convenience Description: With close proximity to key markets, SeaTac and convenient freeway access (1 -5 and 405), Southcenter and Tukwila are easily accessed. This makes it an ideal hub for commerce, workers, residents and leisure. The Southcenter Shopping District is a one -stop shopping destination with plentiful free parking and a less stressful environment for motorists and pedestrians. The cityalso has Amtrak, bus and light rail connections. Key Strengths: • Freeways, Amtrak, light rail and bus access • Major malls and shopping centers for one -stop shopping • Abundant free parking and easy to get around • Proximity to SeaTac Airport and Boeing Field • Perceived proximity, accessible, affordability advantages (Research Studies) Pros Cons • Recognized advantage by many source M Not focused on motivators markets (Research) 0 Doesn't contribute to distinctive sense of • Supported by stakeholders place • Adds to reputation as a business / Relevant only to Seattle regional markets residential hub Lacking wayfinding and linkages between key locations within shopping district ■ Low strength for distant markets ■ Limited growth opportunities 101 Brand Concept z: Shopping and Dining Description: Southcenter has the largest concentration of affordable shopping and dining in the Seattle Metro. Southcenter is relatively compact and offers the type of `one stop' shopping that is unique in WA. Tukwila also features abundant dining options and family entertainment. Key Strengths: • Largest indoor retail shopping space in Pacific Northwest • Largest variety of furniture stores in PNW • Strong brand identity of Westfield and brand stores in all categories • Boutique food producers — coffee, chocolates • Variety of dining and family entertainment opportunities • Vast affordable retail experiences (Research Study) Pros Cons • Largest indoor retail shopping space in ■ Limited independent (non- chain) Pacific Northwest shopping /dining options • Largest variety of furniture stores in PNW 0 Limited for market / product development • Strong brand identity of Westfield and ■ Need greater opportunities to incorporate brand stores in all categories the city's growing family fun, ethnic and • Boutique food producers — coffee, cultural experiences chocolates, beer, and mead. 0 Possible impact of loss of major retailer • Variety of dining and family entertainment ■ Trends impacting Malls & Big Box stores opportunities ■ Would place TUK head -to -head with • Vast affordable retail experiences competitor shopping centers (Downtown (Research Study) Seattle and Bellevue). 102 Brand Concept 3: Multi- Cultural Description: Tukwila is the most ethnically diverse city in Washington. It's a minority /majority city where a full 40% of residents are foreign -born and half speak a language other than English at home. With representation from cultures around the world, Tukwila is the hub of multi - culturalism in the South Seattle market. Key Strengths: • New, well -known ethnic restaurants • Nearby airport, light rail for easy access • Local and regional ethnically diverse population base • A few culturally- oriented events Pros Cons • Clear opportunity to capitalize on projected ■ Not yet at `critical mass' for ethnic dining increase in multi- ethnic local and Seattle experiences regional populations M Lack of festivals, other arts and cultural • Potential for product development tourism opportunities • Known as a place that is more multi - cultural ■ Need greater opportunities to incorporate than surrounding cities (Research) the city's growing family fun and shopping • Welcoming environment (Research) experiences ■ Mixed support for concept among some stakeholders ■ Seattle perceived as more multi - cultural (Research) 103 Brand Concept 4: Accessible Fun Description: The Southcenter Shopping & Entertainment District is the Seattle Metro's most accessible, convenient and affordable fun for all ages. You'll find lots of dining, family fun, sports, experiential entertainment and exhilarating experiences. Tukwila is the ideal place for fun with friends, day and night, whether soaring through the air or playing golf, or laughing at dinner or a brew pub. Key Strengths: • Family entertainment: Family Fun Center, ACME Bowl, Starfire Sports, Round 1, Cinemas, Seattle Chocolate, iFLY, Museum of Flight • Events in Southcenter Shopping District • Outdoor recreation: Parks, golf and trails • PNW largest retail shopping opportunities • Abundant dining • Affordable & convenient (Research Study) • Family fun activities (Research Study) Pros Cons' • Family entertainment: Family Fun Center, ' Reduces major focus on retail ACME Bowl, Starfire Sports, Round 1, 0 Limited awareness of family activities Cinemas, Seattle Chocolate, iFLY, Museum 0 Perception that Bellevue is slightly better of Flight, Seattle Sounders. for family activities among those • Events in Southcenter Shopping District somewhat or not familiar with Southcenter • Outdoor recreation: Parks, golf and trails (Research) • PNW largest retail shopping opportunities ' More `trendy and cool' perceptions of • Abundant dining Bellevue • Affordable & convenient (Research Study) • Family fun activities (Research Study) 104