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HomeMy WebLinkAboutREG 2017-04-17 Item 2 - Presentation - Southcenter Tourism Branding UpdateCOUNCIL AGENDA SYNOPSIS Iuiliahs MeefiItg Dale 1 Prepared b� 04/17/17 BM Lfrrpor's e Council review ITEM INFORMATION ITEM No. 2 1 STAFF SPONsoR: B. MILES ORIGINAL AGIsND,\ DATE: 4/17/17 AGENDA I1'I ?al TITLE Day Marketing Update 04 /17/17 ❑ Alot'ion Altg Date ❑ Resolution Mtg Date ❑ Ordinance MIg Date ❑ Bid Award it Date ❑ Public Heaton lliIg Date ❑ Other M/g Date C:vFI:c3oRY ►1 Discussion r11tg Date SPONSOR 111 Council ❑Agar III FIR ❑DCD ❑.Finattce •Fire ❑T5 •P&R ❑Polite ❑PW •Court SPoNSOieS In December SUMMARY Baker, with for the Southcenter would visit visitors to the several research of 2016, the City Council Total Destination Marketing, area of the City, for the day ( "day visitors City and drive more revenue projects and will present authorized the Mayor to sign an agreement with Bill to assist the City in developing a compelling brand targeted to people within 50 miles of the City who "). The overall goal of the project is to bring more to area businesses. The City has completed the findings to the City Council. RJ:vI1:\v D BY ❑ C.OAV. Mtg. ❑ Trans &Infrastructure DATE: N/A ❑ Finance Comm. ❑ Parks Cornm. COMMITTEE CHAIR: N/A ❑ Public Safety Comm. MI CDN Comm ❑ Arts Comm. • Planning Comm. RECOMMENDATIONS: SPONSOR/ADMIN. Commul'EI: Mayor's Office /Economic Development N/A COST IMPACT / FUND SOURCE E\1'I• \ICI I-i'RI: REQUIRED AMOUNT BUDGETED APPROPRIATION REQUIRED $N /A $N /A $N /A Fund Source: N/A Comments: N/A MTG. DATE RECORD OF COUNCIL ACTION 12/05/16 City Council approved agreement with Total Destination Marketing. 1/09/17 City Council briefed on branding and branding process for Southcenter /Tukwila. MTG. DATE ATTACHMENTS 4/17/17 PLEASE BRING BINDERS ENTITED "DAY MARKETING UPDATE," DATED APRIL 11, 2017. Powerpoint presentation 1 2 Nfii.r -r • City Image Research a Brand Strategy Total Destination Marketing Leaders in Place Branding • Portland -based • Specialists in place positioning, branding and marketing • Clients - Small communities to nations Bill Baker Team Leader Matthew Stone Research Director DESTINATION BRANDING SN►ALL�CITIES Se • The Essentials for5uccessf Place Branding uf amazon.com Total. Destination Markteti - 0) 1 Meeting #4 I Branding Process Meeting #1 Assessment and Audit Action and Afterwards Analysis and Advantage Adoption and Additudes Alignment Activation Articulate Meeting #3 Council #2 Meeting #2 Totat Destination Market, Actions to Date • Desk research • Destination Assessment • Interviews (40 +) • Workshops (2) • Tukwila Image Survey - Residents n174 • Perceptions Research (n1,400) • First meeting of Brand Advisory Committee Assessment and Audit Total Destination Marketing Tukwila Destination Assessment Total Destination Marketing N) w Destination Assessment Process • Conducted by Bruce Dickson and other team members • Input from online comments, interviews, workshops and surveys • Bruce spent three days in the city being an objective `customer' of Tukwila • Identify where improvements can be made Total Destination Marketing Destination Strengths ✓ Getting There: Rated Excellent - access, multi transport options, free parking, less stressful ✓ Attractions Et Activities: Rated Excellent - Shopping District, Museum of Flight, Family fun ✓ Family Entertainment: Rated Excellent - iFLY, Family Fun Center, Round 1, etc - emerging competitive edge ✓ Racial and Ethnic Diversity: High recognition / support from locals, few visitor experiences, limited cultural expression - conduct a cultural audit of community Total Destination Marketing CY) Needs Improvement ✓ Placemaking: Street vibrancy, banners, flower baskets, public art ✓ Community -based Market: No farmer's, community or craft market ✓ Public Events Venues: Need for public gathering places for events of all sizes in Shopping District ✓ Tukwila Pond: Many interviewed support development of Pond as green space and gathering place ✓ Pedestrian Street: Dedicated to outdoor dining, bars, entertainment, playgrounds, and open space for small events, opportunity for independent ethnic restaurants Total Destination Marketing Questions? Total Destination Marketing N) c:� Study Puget Sound Residents' Brand Perceptions of Tukwila & Southcenter • Puget Sound residents • 18+ years old • 1,484 responses Total Destination Marketing Familiarity with Tukwila VERY FAMILIAR SOMEWHAT FAMILIAR I do not know much or know nothing Twice as many are "VERY FAMILIAR" with Southcenter Shopping District N) South South First Thing that Comes to Mind Tukwila Near Airport Far Away Suburb Southcenter asino i t yFar way c to Far I aysouth b r 5authc nter Shoppin ou cen Crime Shopping Crime Near l �II hopping Fk�r Airport Southcenter Mall ,,,i ra Airport center A,trnnrtSe�uthcer�ter Mall Far Mart;; opping South ':rAway Near AlrpaTt enter •� •� 5o�u�h .. ��.. - T _ F_ Suburb aiAlroonSuuathcenier Mau 4.1 II11 upping '� rune Near ArportS (t rMan outhcenter S Southcerlter Mall sibu Far ay Casino r m l r;A ll �.+� farkeray Ca51I1Q CAtiiillorenler Near Airport Southcenter M iSouthcenter pin dime t all Fir sub.; Casino ri e sin0Crime South _ Suburb . Suburb Casino uburb ©uth Stropping Southtenler Mall Total. Destination Mviarlretin9 CY; First Thing that Comes to Mind Southcenter felrlu +r TIieiue1 Shrr'ppingLOt of Stores Nord tr Y7 The Mail Crowded The The The Mall Huge Foc d/RestauraniA ordstrOMTr affic B Far Away Large Mal @Traffic — e BuS Far Away ■ e. rPJ 1V E�� �F j.k III StiP1'vs j Nordstrom it , � r € iSlll]'3p[Pl�, Foodf�ReStattrants Large 3�� F�a���l:€�e.xF.yurunlw 4ell Lots of stores Far Away Far Away H�� t MovieT Thalevate r Big/Large roodlitcst urMnts Great GreatBusy Great ry,.�l� -4K „� Traffic IjIuge Tlicaicr Bus y strom Huge Huge Traffic Busy Movie Theater 01 — Big/Large The I I .Movie heater. f ShoppingA Nordstrom OtS u ge ST"finicg� Mali Ncrdstrnrrlra w • Nordstrom raer,ti13” Shopping SI�C1 rr# � uoc�i Fteslr�uran6s Big/Large r'+'+ a rat g Large � Great Crowded Lar a M li Far Away Shopping Movie Theater Li #s of s#nres g Crowded Big/ Large s t rant tar}�R �N;IIi Lots of stores Movie Theater Lots of stores Great >� Huge Big/Large shorPriIny Large Mall Yi Huge Crowded BusyC'rc]`�PY"cled Traffic The Mall 63% associated Southcenter with Tukwila Total Destination Marketing N) C HAVE A POSITIVE 33% EXPECTATION OF VISITING TUKWILA Total Destination Marketing 12 54 32 W Totat Destination Marketing Leaders in Pine Branding Impressions of Tukwila Percentage who Agree with Each Statement: "Tukwila Is... " Tolerant & Welcoming Friendly Easy to Get to Affordable 16 57 20 40 • Disagree ▪ Neutral ▪ Agree 6o 8o goo () N) Likelihood to Recommend Tukwila As a Place to Live As a Place to Work As a Place to Visit Percentage who are Likely to 29 II Unlikely Neutral Likely 0 20 40 6o 8o goo Total Destination Marketing Cad As a place to live, Tukwila is most recommended for racial & ethnic minorities Tukwila was not recommended for most populations as a place to live responses Large number of "neutral" res p Total Destination Marketing CY; Tukwila is highly recommended as A place to go shopping A place to go out to eat Tukwila is not recommended as A place for families with children to visit A place to meet people & make friends A place to enjoy nightlife, clubs & bars Total Destination iviarf;eting HAVE VISITED SOUTHCENTER IN THE PAST 2 YEARS FOR LEISURE 74% WERE SATISFIED WITH THEIR VISITS TO SOUTHCENTER Total Destination Marketing • Southcenter's Top Perceived Leisure Assets Variety of shopping Variety of restaurants Affordable shopping High quality /upscale shopping N) 1 Southcenter is much better than Downtown Seattle AFFORDABLE SHOPPING CONVENIENT TO VISIT Downtown Seattle is Much Better z s A PLACE THAT IS MULTI - CULTURAL Southcenter is much better than Downtown Bellevue AFFORDABLE SHOPPING CONVENIENT TO VISIT A PLACE THAT IS MULTI - CULTURAL Downtown Bellevue is much better FAMILY - FRIENDLY ACTIVITIES Total Destination Marketing Familiarity with Tukwila More Positive Impressions of Tukwila They also compared Tukwila more favorably to other cities Total Destination Marketing Expectation of Tukwila Less than 15% negative for all groups Total Destination Marketing DTI C�s 01 Impressions of Tukwila Percentage who Agree with Each Statement: "Tukwila Is... " 51 33 21 Tolerant & Welcoming I 35 19 Friendly Familiar with Tukwila ▪ Somewhat Familiar • Not Familiar 4/ 34 21 A Safe Place to Visit Total Destination Marketing N) Likelihood to Recommend Tukwila 31 14 Percentage who are Likely to As a Place to Live (31)rMICA) 32 12 As a Place to Work Familiar with Tukwila © Somewhat Familiar ■ Not Familiar 54 33 10 As a Place to Visit Total Destination Marketing DTI 1 Likelihood to Recommend Southcenter for Leisure Percentage who are Likely to Recommend 82 C'TIrMIC)1 67 42 To Go Shopping Familiar with Tukwila ▪ Somewhat Familiar • Not Familiar 55 31 To Go Out to Eat Total Destination Marketing DTI 0'; Younger Generation Tended to have More Positive Impressions of Tukwila They also compared Tukwila more favorably to other cities Total Destination Marketing uri Expectation of Tukwila Total Destination iviarf;etin9 Impressions of Tukwila Percentage who Agree with Each Statement: "Tukwila Is... " 26 32 39 38 31 38 30 32 Tolerant & Friendly A Safe Place to Visit A Good Place for Welcoming Boomers Gen • Millennia's People Like Me Total Destination Marketing 0) N) 62 Likelihood to Recommend Southcenter for Leisure Percentage who are Likely to Recommend 67 47 58 50 36 33 oL 42 To Go Shopping To Go Out to Eat To Meet Friends To For Couples to Visit Boomers Gen • Millennia's "Hang Out" Total Destination Marketing More MiIIenniaIs & Generation X have visited Southcenter recently MiIIenniaIs tend to stay longer when visiting Southcenter Total Destination Marketing 0) 0) Tended to have More Positive Impressions of Tukwila have More Negative Impressions Total. Destination Marketing 0) Expectation of Tukwila Lots of "neutrals" Total. Destination Mviarketiny -,1i (D Respondents did not indicate a simple answer to branding Tukwila as a destination Total Destination Marketing N) • Preferred name for Southcenter as a place to visit ALL Respondents Familiar with Tukwila only Total. Destination ivAc rketing Preferred name for Southcenter as a place to visit 01 BOOMERS GENERATION X MILLENNIALS Tukwila 30% Tukwila - Southcenter 30% Southcenter 31% Tukwila 30% SEATTLE NEAR SUBURBS TACOMA Tukwila 34% Southcenter 30% Tukwila 29% Tukwila - Southcenter 29% Tukwila - Southcenter 31% Total Destination Marketing CY; Questions? Total Destination Marketing ��i �� Study 2 Tukwila Residents' Image of Their City • Tukwila residents • 18+ years old • 173 responses Total. Destination Marketing Positive impressions of Tukwila outweighed negative impressions Still a large amount of people who are "neutral" Total Destination Marketing N) CO CA) 1 � Quality of Life & City Services Percentage who Rate Each Statement (Poor to Excellent) 41 2 31 Overall quality of life in Tukwila .*f 36 28 13 Overal appearance and aesthetics L1 Poor 2 ®3 4 5 Excellent Total Destination Marketing 1 � Quality of Life & City Services Percentage who Rate Each Statement (Poor to Excellent) 36 5 18 30 d 24 29 Cu Overall quality of parks, greenways, & Overall quality of police protection trails L1 Poor 2 ®3 4 5 Excellent Total Destination Marketing CY; Quality of Life & City Services _ 1 Positive Scores Overall quality of police protection Overall quality of parks, greenways, & trails Overall business & directional signage Availability of parking OVERALL QUALITY OF LIFE IN TUKWILA Overall condition of streets Overall quality of park programs Overall quality of public schools Overall appearance & aesthetics Overall quality of community events & festivals Availability of affordable housing 74 % positive 66 % positive 63 % positive 61 % positive 57% positive 54 % positive 57 % positive 52 % positive 51 % positive 47 % positive 39 % positive Total Destination Marketing 11 Attitudes Toward Tukwila Percentage who Agree with Each Statement 22 21 27 28 I am proud to live in Tukwila Tukwila is a good place for people like me 1 Strongly Disagree 2 3 4 5 Strongly Agree Total Destination Marketing 57% think Tukwila has improved as a place to live in past 5 years (22% disagree) Total Destination Marketing N) Residents feel mixed about safety 55% feel safe while shopping in Tukwila /Southcenter at night 39% feel safe walking in their neighborhoods at night Total Destination Marketing Net Likelihood Score Likely to Recommend Tukwila as a Place to Live minus Unlikely to Recommend equals NET LIKELIHOOD SCORE Total Destination Marketing 0'; Likelihood to Recommend Tukwila AS A PLACE TO LIVE A PLACE TO WORK AS A PLACE TO START A BUSINESS Total Destination Marketing "c) Likelihood to Recommend Tukwila as a Place to Live FOR RACIAL & ETHNIC MINORI +47 FOR GAY / LESBIAN INDIVIDUALS FOR YOUNG PROFESSIONALS Total -Lin ion Marketing Likelihood to Recommend Tukwila as a Place to Live FOR YOUNG ADULTS without CHILDREN +22 FOR SENIORS FOR FAMILIES WITH YOUNG CHILDREN +14 Tatat Desunotion Marketing N) Shopping & dining were the top leisure recommendations for Tukwila Total Destination Marketing Likelihood to Recommend Tukwila for Leisure Activities A place to go shopping A place to go out to eat A place to enjoy parks, trails, & outdoors A place with family friendly activities A place to meet people & make friends A place to enjoy nightlife, clubs & bars CIO 4EN Total Destination Marketing c� oa 1 Tukwila residents have a much better impression of Tukwila than other Puget Sound residents Comparing Tukwila Resident Perceptions to Metro Area Residents Percentage "likely" to recommend Tukwila as 51 46 A place to live A place to work Tukwila Residents Metro Area Residents 44 A place to start a business CD Likelihood to Recommend Tukwila -27 Metro Residents +5 Metro Residents -1 Metro Residents Total Destination Marketing IN)