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HomeMy WebLinkAboutCOW 2017-05-22 Item 4F - Discussion - "Accessible Fun" Brand Concept for the Day Marketing InitiativeCOUNCIL AGENDA SYNOPSIS Initials Meeting Dale .Prrpared i ' Ma'or''s review Council review 05/22/17 BJM f/C JLR. j Motion Mtg Date , BJM ❑ Ordinance AN Dale ❑Bid.Aiward AItg Date ■ Public Nearing ❑ Other M!g Dale AN Dale Mtg Dale AN Date SPONSOR • Councrl ■l Mayor HR ❑DCD ❑Finance UFire ❑TS" •P "=R ❑Police ❑PiW' ❑Court SP( )NS( )R'S Staff would like City Council input and approval of a brand concept entitled "Accessible SI:MMARY Fun" for the day marketing initiative, proposed by Bill Baker and supported by the Brand Advisory Committee. 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 a potential day visitor's head when they think of the City. ITEM INFORMATION ITEM No. 4.F. 147 STAFF SIR NSOR: BRANDON MILES ORI I^:.\J, A(�I?NI7,1 D.r'I'I .: 5/22/17 AGl:\r.1 ITI:1,I TIME Day Marketing - Brand Concept: "Accessible Fun." C;1'E'I.GoRY I Discussion 05/22/17 j Motion Mtg Date , U Resolution ❑ Ordinance AN Dale ❑Bid.Aiward AItg Date ■ Public Nearing ❑ Other M!g Dale AN Dale Mtg Dale AN Date SPONSOR • Councrl ■l Mayor HR ❑DCD ❑Finance UFire ❑TS" •P "=R ❑Police ❑PiW' ❑Court SP( )NS( )R'S Staff would like City Council input and approval of a brand concept entitled "Accessible SI:MMARY Fun" for the day marketing initiative, proposed by Bill Baker and supported by the Brand Advisory Committee. 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 a potential day visitor's head when they think of the City. RI?vIEWED BY © C.O.W. Mtg. ❑ Trans &Infrastructure DATE: 5/8/17 CDN Comm ❑ Finance Comm. ❑ Parks Comm. COMMITTEE CHAIR: ❑ Public Safety Comm. ❑ Arts Comm. I Planning Comm. HOUGARDY RECOMMENDATIONS: S1R I Nsolt /ADMAN. Co IMrr Ma or's Office Economic Develo. ment n:I unanimous Approval; Forward to Committee of the Whole COST IMPACT / FUND SOURCE E\J'I :NuIIuItl.: RI :[AIRED AMOUNT BUDGETED APPROPRIATION REQUIRED $0 $0 $0 - - Fund Source: N/A Comments: N/A MTG. DATE RECORD OF COUNCIL ACTION 05/22/17 MTG. DATE ATTACHMENTS 5/22/17 Informational Memorandum dated 5/01/17 Brand Concepts, prepared by Bill Baker. Minutes from the CDN Committee of 5/8/17 147 148 City 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." 149 INFORMATIONAL MEMO Page 2 The following outlines the brand concept for "Accessible Fun." Accessible Fun Description: • The Southcenter Shopping and 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 and family, 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 • 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, and Seattle Sounders FC. • Perception that Bellevue is slightly better for family activities among those • Events in the Southcenter Shopping somewhat or not familiar with District. Southcenter (Research Study). • Outdoor recreation: Parks, golf, and • More "trend and cool perceptions" of trails. Bellevue. • PNW largest retail shopping and opportunities. • Abundant dining. • Affordable and convenient (Research Study). • Family fun activities (Research Study). • Creates brand distinction between Southcenter and downtown Seattle and Bellevue. 150 DISCUSSION As we have discussed in the past, the City's efforts on the branding project is to develop a compelling brand for potential day visitors in the Puget Sound region. For a brand to be successful it must be distinct from its competitors. For the Southcenter 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 Z:\Council Agenda ftemslMayoes ofricelBrand conceptslInfoMema.doc 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 5th Regular Council meeting for final action. ATTACHMENTS • Tukwila Brand Concept Outline. 2.1Council Agenda Items\Mayors (Nfice\Brand Concepts\nfoMemo.doc 151 Tukwila Brand Concepts May 3, 2017 Brand Concept 1: 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 city also 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 • Recognized advantage by many source markets (Research) • Supported by stakeholders • Adds co reputation as a business / residential hub Cons • Not focused on motivators • Doesn't contribute to distinctive sense of place • Relevant only to Seattle regional markets • Lacking wayfinding and linkages between key locations within shopping district • Low strength for distant markets • Limited growth opportunities 153 Brand Concept 2: 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 • 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, beer, and mead. • Variety of dining and family entertainment opportunities Vast affordable retail experiences (Research Study) Cons • Limited independent (non - chain) shopping /dining options • Limited for market / product development x Need greater opportunities to incorporate the city's growing family fun, ethnic and cultural experiences • Possible impact of loss of major retailer • Trends impacting Malls & Big Box stores • Would place TUK head -to -head with competitor shopping centers (Downtown Seattle and Bellevue). 154 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 • Clear opportunity to capitalize on projected increase in multi- ethnic local and Seattle regional populations • Potential for product development • Known as a place that is more multi - cultural than surrounding cities (Research) • Welcoming environment (Research) Cons • Not yet at `critical mass' for ethnic dining experiences • Lack of festivals, other arts and cultural tourism opportunities • Need greater opportunities to incorporate the city's growing family fun and shopping experiences • Mixed support for concept among some stakeholders • Seattle perceived as more multi - cultural (Research) 155 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 • Family entertainment: Family Fun Center, ACME Bowl, Starfire Sports, Round 1, Cinemas, Seattle Chocolate, iFLY, Museum of Flight, Seattle Sounders. ■ 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) Cons ■ Reduces major focus on retail • Limited awareness of family activities • Perception that Bellevue is slightly better for family activities among those somewhat or not familiar with Southcenter (Research) • More `trendy and cool' perceptions of Bellevue 156 Community Development& Neighborhoods Minutes May 8, 2017 A sixth application from the Seattle Southside Regional Tourism Authority in the amount of $340,000 (2017 and 2018) for operation of the Visitor information Center at Westfield Southcenter was not approved by LTAC. Staff recommended the Committee approve the applications as supported by LTAC. The City now accepts lodging tax applications on a rolling basis throughout the year, so additional applications may be presented to Council in the future. Chair Hougardy requested that staff provide the City Council with a list of the associations the City will join with use of funds allocated to memberships. UNANIMOUS APPROVAL. FORWARD TO MAY 22, 2017 COMMITTEE OF THE WHOLE. C. Day Marketing Initiative Brand Concept Staff is seeking Council approval of a brand concept called "Accessible Fun" for the day marketing initiative as recommended by Bill Baker of Total Destination Marketing and supported by the Brand Advisory Committee. The recommendation is the conclusion of a process that included research studies, stakeholder interviews, field research, public perception surveys, advisory committee meetings, and literature review since the onset of the consultant contract signed in December 2016. Accessible Fun is intended to convey that the Southcenter Shopping and Entertainment District is accessible, convenient and affordable, and includes varied dining and entertainment options. Accessible Fun is a conceptual phrase and is not intended to be a tagline or slogan itself. Once the Council approves a brand concept branding materials can be developed and presented to the Council for further review. Committee members asked clarifying questions and decided not to make a recommendation to the Committee of the Whole. NO RECOMMENDATION. FORWARD TO May 22, 2017 COMMITTEE OF THE WHOLE. D. Follow -up on March Housing Policy Work Session Staff provided the Committee with a proposed housing work plan as follow -up to the March 30, 2017 work session where Councilmembers prioritized a list of potential housing- related policy items. The briefing included a status summary and proposed schedule for the list of items, factoring in existing workload, Council priority and existing budget. Committee members asked clarifying questions and discussed the timing of the proposals. Council had previously expressed interest in extensive neighborhood outreach regarding issues like residential neighborhood lot sizes, but staff recommends being strategic about this due to the amount of staff time and budget required. Possibilities include grouping neighborhoods, pairing up with city outreach on another topic, or starting with a neighborhood like Allentown, where some residents have expressed interest in reducing lot sizes. Chair Hougardy asked what could be done in 2017 and staff replied that starting a dialogue in the city would be a good first step as the City has not heard from a broad spectrum of people. Staff will return to Committee with information about outreach options and the amount of staff time and budget required for each. DISCUSSION ONLY. II. MISCELLANEOUS Adjourned 6:45 p.m. Committee Chair Approval Minutes by LH 157 1 58 TUKWILA /SOUTHCENTER DAY MARKETING PRESENTATION TUKWILA CITY COUNCIL ice o the May May 22,2017 Background In May, 2016, LTAC recommended approval of City's request for $90,000 in lodging tax funds. City Council concurred with the recommendation and approved the City's application in July, 2016. Phased Approach Phase I, Research Phase Phase 2, Brand Development and Marketing Strategy Phase Phase 3, Implementation Phase (Deferred) fl Primary Goals Drive more business and increase revenue for area businesses from households within a one hour drive of the Tukwila /Southcenter District. Improve the area's image by creating a positive brand for Tukwila /Southcenter. Establish a baseline to track progress. Secondary Benefits Improve the visitor experience for all visitors (day and overnight). Position the area for new businesses development. Bill Baker,Total Destination Marketing Total Destination Marketing Leacers in Peace Branding • Portland -based • Specialists in place positioning, branding and marketing • Clients - Small communities to nations Total Destination Marketing Interviews with nearly 50 stakeholders; Phone Survey of Tukwila Residents Online Survey of Puget Sound Residents Stakeholder survey open to all. Destination Assessment Research Two meetings of the Brand Advisory Committee Two briefings by Bill Baker to the City Council. Draft Brand Concepts prepared. 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 1 SOUTHCENTER IS MUCH BETTER THAN DOWNTOWN SEATTLE FFORDABLE SHOPPING CONVENIENT TO VISIT Downtown Seattle is Much Better A PLACE THAT IS MULTI - CULTURAL Total Destination G cirtetiny i I a7 co SOUTHCENTER IS MUCH BETTER THAN DOWNTOWN BELLEVUE ABLE SHOPPING CONVENIENT TO VISIT A PLACETHAT IS MULTI- CULTURA Downtown Bellevue is much better FAMILY-FRIENDLY ACTIVITIES Total Destination Marketing Southcenter is much better than Downtown Renton WIDE VARIETY OF SHOPPING OPTIONS FAMILY - FRIENDLY ACTIVITIES AFFORDABLE SHOPPING CONVENIENT TO VISIT Total. Destination Marketing Tukwila /Southcenter: Analysis and Advantage 14iork s • tops Destination Assessment teri'e ws Advisor Comm ttee Res`aerts Fkesear�h Metro Primary Research Ana Strategy j Brand Platform Positioning Destination Promise Total Destination Marketing BRAND CONCEPT "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." WHAT A "BRAND CONCEPT" IS NOT. It is not a tagline. It is not a slogan It is not for external use. • BRAND CONCEPTS OPTIONS Proximity and Convenience Shopping and Dining Multi- Cultural Accessible Fun • 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. Accessible Fun Pros • `Accessible' embraces affordable, proximity, convenience • All are welcome (demographics, household types, income, ethnic background, etc.). • `Fun' embraces a broad spectrum of motivators • Creates a flexible `umbrella' with visitor benefit focus • Favorable /scalable perception among millennials who may have or will have children (Research) • Families and value- oriented shoppers primary target of Southcenter mall • Opportunities for new product development (festivals, events, etc.). Cons ■ Reduces major focus on retail ■ Limited awareness of family activities • Perception that Bellevue is slightly better for family activities among those somewhat or not familiar with Southcenter (Research) • More `trendy and cool' perceptions of Bellevue Total Destination Marketing ib I .k!. -.CC° un • Family entertainment: Family Fun Center,ACME Bowl, Starfire Sports, Round I, 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) "ACCESSIBLE" Tukwila /Southcenter is: Easy to get to. Free Parking Sounder Commuter Rail, Link Light Rail, Metro Buses, and freeways. Welcoming to all people Affordable Family Fun "ACCESSIBLE" Available Handy Reachable Usable Attainable Door's Always Open Employable Exposed Getable Near Obtainable Open Operative Possible Public Next Door Practicable Within Reach Gettable The `Accessible Fun' Brand Concept Total Destination Marketing 03 0 Tukwila WA Brand Positioning The beacon to guide how we communicate and deliver the brand. Note: This is for internal use only. For People seeking outstanding shopping, family entertainment or fun with friends in the Seattle Metro Only: Tukwila /Southcenter Provides: The retail - entertainment district with the most easily accessible, affordable and convenient opportunities, which is Where they can feel a sense of: Excitement, fun, camaraderie, and relaxation Total Destination Marketing Accessible Fun: Brand Platform Brand Pillars: Signature Experiences: amily Entertainment • Cinemas • Family focused establsihments • Family fun restaurants • Experiential entertainment • Events Development / Build Awareness • Shopping centers and malls • Affordable shopping • Most furniture stores in PNW • Dining Leverage • Experiential entertainment • Events • Restaurants, bars, brew pub • Day Et night activities • Girlfriends, first date Development / Build Awareness Total Destination Marketing Accessible Fun: Brand Platform CO Ni Brand Pillars: Signature Experiences: Companion: 11�1111p111gI11ii III I III 1111 II ill I litirouttesuarin oft Accessible Multi - cultural Events Recreation Development INITIAL NEXT STEPS Designing the Verbal Identity Brand language. Final recommendation on naming. Visual Identity Brandmark Typography Colors Expert panel review Draft report to Brand Advisory Committee in summer. ow City Council report in Fall. 0