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Home My WebLink AboutREG 2017-04-17 Item 2 - Powerpoint Presentation Shown at Meeting - Southcenter Tourism Branding Update: City Image Research and Brand StrategyCity Image Research Et Brand Strategy Total Destination lvlarketing Leaders in Race Branding • Portland -based • Specialists in place positioning, branding and marketing • Clients - Small communities to nations Bill Baker Team Leader Matthew Stone amazon.com' Research Director DES TIN BRgNa�NG SMALL CITIES seco . Me Essentials for Succ Place essful Branding Total Destination Marketing Branding Process Meeting #1 Meeting #4 Council #3 Assessment and Audit Action and Afterwards Analysis and Advantage Council #2 Adoption and Additudes Alignment Meeting #2 Activation Articulate Meeting #3 Actions to Date • Desk research • Destination Assessment • Interviews (40 +) Assessment and Audit • Workshops (2) • Tukwila Image Survey - Residents n174 • Perceptions Research (n1,400) • First meeting of Brand Advisory Committee Total Destination Marketing Tukwila Desti nation Assessment Total Destination Marketing 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 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 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 Total Destination Marketing First Thing that Comes to Mind Tukwila Near Airport Far Away Suburb Mall mopping Soutwntcr Mall Smith r t r, :,„, p rm +ear rport Snvf1aenter "nuih'"tr :SF; Far way • Far Sri asouthA"" Near Airport oppm soutl� center Casino Farlyvay Far Away south tl� Suburb outhcenter Shopping ou cen Crime Shopping i i Shopping NW Mall SUilUrb �s�� o�e fer Mall S o utheenter Mall Crime South South south Southcenteis'M 'crime Hear Arotlitt uth ent r so routhcenter Mall Far Awarr n MAN Mall I Cino 1 itwaY Casino Near Airport Soutiventef Ma'ilSouthcenter Shopping canna • �nter- rime WrAw"" Su urbo iw i .S' ' th tI asinoCrime Casino r i =Crime u Casino ub�u1tsau South Suburb shopping Total. Destination Marketing First Thing that Comes to Mind Southcenter ShoppingLots of stoi'rsTilk:rrdstturin The Mall Crowded Traffic The Mallih,m,Il The Mali Huge BUSY Food/Restaurants . Nordstro MTraffiC Fat Away oppin Crowded Lit , Far Away Busy Traffic Far Away Large Mali . Great Movie Theater Big/Large Nortistrum "°13111111g Food/Restaurants Huge Big/Large Great Hug"cenle Nordstrom Traffic Great s 0 rortdiKeltawrants titer Great Busy Huge Busy Large Mali Lots of tores Far Awa Lar e Mall FOud:Resizaira GreatBusY Fitod Rektatiranis Traffic Huge Lots of stores Huge Far Away B U Huge Crowded- Big/Large r 6°14:LaTc The Mal marge mail IL vie Minder— F Movie Theate BusyCrowded Traffic The Mali PPingANordstrom Sho storesTraffic • Nordstrom ar way Shopping Crowded shopping ruediResiaurreanai5t B g aNertgrAn ',V!3" big/Large Great The Mall Crowded Far Away shopping Movie Theater Large Mall Lot.' of stores Crowde Bigl-Argy ood/Restaurantsu d w" Lots of stores Movie Theater 63% associated Southcenter with Tukwila Total Destination Marketing HAVE A POSITIVE 33% EXPECTATION OF VISITING TUKWILA Total Destination NMarheting Impressions of Tukwila Percentage who Agree with Each Statement: "Tukwila Is... " Tolerant & Welcoming Friendly Easy to Get to Affordable 12 Li Disagree Neutral Agree 20 40 6o 8o goo Total Destination Marketing Leaders in Race Branding Likelihood to Recommend Tukwila As a Place to Live As a Place to Work As a Place to Visit Percentage who are Likely to 0 20 40 Unlikely Neutral L Likely 6o 8o 100 Total Destination Marketing 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 Large number of "neutral" responses Total Destination Marketing 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 NMariaeting 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 Southcenter is much better than Downtown Seattle AFFORDABLE SHOPPING CONVENIENT TO VISIT Downtown Seattle is Much Better A PLACE THAT IS MULTI-CULTURAL Southcenter is much better than Downtown Bellevue iil AFFORDABLE SHOPPING CONVENIENT TO VISIT A PLACE THAT IS MULTI-CULTURAL Downtown Bellevue is much better FAMILY - FRIENDLY ACTIVITIES Familiarity with Tukwila More Positive Impressions of Tukwila They also compared Tukwila more favorably to other cities Total Destination Marketing 1 Expectation of Tukwila Less than 15% negative for all groups Total Destination Marketing Impressions of Tukwila Percentage who Agree with Each Statement: "Tukwila Is... " 33 4/ 35 34 21 19 21 Tolerant & Welcoming Friendly Familiar with Tukwila 11 Somewhat Familiar Not Familiar A Safe Place to Visit Total Destination Marketing Likelihood to Recommend Tukwila 14 9 Percentage who are Likely to As a Place to Live 61 32 12 As a Place to Work L1 Familiar with Tukwila 1 Somewhat Familiar • Not Familiar 33 10 As a Place to Visit Total Destination Marketing Likelihood to Recommend Southcenter for Leisure Percentage who are Likely to Recommend 82 67 42 55 31 To Go Shopping To Go Out to Eat Familiar with Tukwila 11 Somewhat Familiar Not Familiar Total Destination Marketing Younger Generations Tended to have More Positive Impressions of Tukwila They also compared Tukwila more favorably to other cities Total Destination Marketing Expectation of Tukwila Total Destination NMariaeting Impressions of Tukwila Percentage who Agree with Each Statement: "Tukwila Is... " 39 32 ■ Tolerant & Welcoming 38 31 ■ 38 32 25 ■ Friendly A Safe Place to Visit A Good Place for Boomers GenX • Millennia's People Like Me Total Destination Marketing 62 Likelihood to Recommend Southcenter for Leisure Percentage who are Likely to Recommend 67 L_ To Go Shopping 47 58 50 33 42 To Go Out to Eat To Meet Friends To For Couples to Visit "Hang Out" Boomers +enX • Millennia's Total Destination Marketing More MiIIenniaIs & Generation X have visited Southcenter recently MiIIenniaIs tend to stay longer when visiting Southcenter Total Destination Marketing Tended to have More Positive Impressions of Tukwila Seattle Residents More Negative Impressions Total Destination Marketing 1 Expectation of Tukwila Lots of "neutrals" 11% Negative Total Destination Marketing Respondents did not indicate a simple answer to branding Tukwila as a destination Total Destination Marketing Preferred name for Southcenter as a place to visit iffk ALL Respondents Familiar with Tukwila only Total Destination Marketing Preferred name for Southcenter as a place to visit BOOMERS GENERATION X M I LLE N N IALS 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 Questions? Total Destination Marketing 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 1 Quality of Life & City Services Percentage who Rate Each Statement (Poor to Excellent) 41 2 31 Overall quality of life in Tukwila 17 36 28 13 Overal appearance and aesthetics u 1 Poor 2 � 3 4 15 Excellent Total Destination Marketing 1 Quality of Life & City Services Percentage who Rate Each Statement (Poor to Excellent) 36 5 18 � 5 24 Overall quality of parks, greenways, & Overall quality of police protection trails ii 1 Poor 2 � 3 4 5 Excellent Total Destination Marketing 1 Quality of Life & City Services Positive Scores 1 Overall quality of police protection 74 % positive Overall quality of parks, greenways, & trails 66 % positive Overall business & directional signage 63 % positive Availability of parking 61 % positive OVERALL QUALITY OF LIFE IN TUKWILA 57% positive Overall condition of streets 54 % positive Overall quality of park programs 57 % positive Overall quality of public schools 52 % positive Overall appearance & aesthetics 51 % positive Overall quality of community events & festivals 47 % positive Availability of affordable housing 39 % positive Total Destination Marketing 11 Attitudes Toward Tukwila Percentage who Agree with Each Statement 22 21 27 I am proud to live in Tukwila Tukwila is a good place for people like me LI 1 Strongly Disagree 2 lil3 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 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 Likelihood to Recommend Tukwila AS A PLACE TO LIVE A PLACE TO WORK AS A PLACE TO START A BUSINESS Total Destination Marketing Likelihood to Recommend Tukwila as a Place to Live FOR GAY / LESBIAN INDIVIDUALS FOR YOUNG PROFESSIONALS Mrs Total Destination Marketing Likelihood to Recommend Tukwila as a Place to Live FOR YOUNG ADUL 5 without CHILDREN FOR FAMILIES WITH YOUNG CHILDREN +14 Total Destination Marketing 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 Total Destination Marketing 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 30 A place to live A place to work Tukwila Residents Metro Area Residents 44 27 A place to start a business Likelihood to Recommend Tukwila -27 Metro Residents +5 Metro Residents -1 Metro Residents Total Destination Marketing