HomeMy WebLinkAboutLTAC 2017-05-23 Agenda PacketCity of Tukwila
Allan Ekberg, Mayor
Mayor's Office - David Cline, City Administrator
AGENDA
Lodging Tax Advisory Committee
1:00 p.m., Tuesday, May 23, 2017
Tukwila City Hall, Hazelnut Conference Room
(6200 Southcenter Blvd; Tukwila, WA; 98188)
1. Welcome and Introductions
Councilmember Kathy Hougardy
2. Approval of Agenda (ACTION ITEM)
Councilmember Kathy Hougardy
3. Approval of Minutes (ACTION ITEM)
a. April 25, 2017
4. Tukwila Public Safety Plan (INFORMATION) (5 Minutes)
Mia Navarro, Community Engagement Manager
5. "Dangerous Tukwila" Update (DISCUSSION AND INFORMATION) (10 Minutes)
Brandon Miles, Business Relations Manager
6. Tukwila Visitor Experience (DISCUSSION AND BRAINSTORMING) (45 minutes)
LTAC Members and City Staff
7. Seattle Southside Regional Tourism Authority Update (10 minutes)
SSRTA Staff
8. Roundtable
All
9. Adjourn
Councilmember Kathy Hougardy
Next Scheduled Meeting: Tuesday, June 27, 2017; 1:00 p.m.
Location: TBD
Tukwila City Hall • 6200 Southcenter Boulevard • Tukwila, WA 98188 • 206 -433 -1800 • Website: TukwilaWA.gov
City of Tukwila
Allan Ekberg, Mayor
Mayor's Office - David Cline, CiityAdministrator
DRAFT
MEETING MINUTES
1:00 p.m., Tuesday, April 25, 2017
Hazelnut Conference Room — Tukwila City Hall
6200 Southcenter Boulevard, Tukwila, WA 98188
Committee Members Present
Councilmember Kathy Hougardy (Chair), Miesa Berry, Jim Davis, Daniel Lee (arrived 1:07), Owen
Leinbach, Ashley Messmer, Jamie Randall, Ben Oliver
Committee Members Absent
Becky Smith
City Staff
Council Analyst Laurel Humphrey, Business Relations Manager Brandon Miles, Economic Development
Administrator Derek Speck
Other Attendees
Ashley Comar and Meagan McGuire, Seattle Southside Regional Tourism Authority
Councilmember Hougardy called the meeting to order at 1:01 p.m.
Welcome and Introductions
Councilmember Hougardy welcomed attendees and each committee member introduced themselves.
Approval of Agenda — Agenda was approved by a 7 -0 vote
Approval of Minutes — Minutes of the March 28, 2017 meeting were approved by a 7 -0 vote
Day Marketing Update
Brandon Miles gave an update on the project. He summarized Bill Baker's visit to Tukwila including
presentation to the City Council and meeting with the Brand Advisory Committee. Mr. Miles
distributed copies of the destination report and spoke about next steps.
Continued Discussion: Funding Requests
Tukwila City Hall • 6200 Southcenter Boulevard • Tukwila, WA 98188 • 206-433-1800 • Website: TukwilaWA.gov
LTAC April 25, 2017 Minutes
Page 2
a. Mr. Miles gave an overview of the lodging tax application process and distributed a handout
showing anticipated revenues and expenditures for 2017.
b. Museum of Flight request for $50,000.
Mr. Miles gave an overview of the application. The committee members discussed the
application which included the following questions and comments: what is the science
behind the return on investment (ROI), what is the timing of the events and do they fit in
the "shoulder season ", can the Museum of Flight make a stronger publicly visible
connection to Tukwila, is Tukwila the lead sponsor for the funded events, are there ways to
promote packages connected to hotel stays, since it is hard to prove a direct ROI are there
other measurements and benchmarks.
c. Seattle Southside Regional Tourism Authority (SSRTA) requests:
• Application #1: ($270,000 for 2017 and $202,500 for 2018 general operations)
• Application #2: ($170,000 for 2017 and $170,000 for 2018 to operate the Visitor
Information Center (VIC) at Westfield Southcenter mall)
Mr. Miles gave an overview of the applications. The committee members discussed the
applications which included the following questions and comments: is the City already
committed to the $270,000, should the VIC be included in the work funded by the $270,000
application, the costs seem high for the number of people actually engaged in visitor
inquiries at the VIC, if the City does not fund the VIC will the SSRTA cease operating the VIC,
there is value in having a VIC since it shows the "face of Tukwila ", could the LTAC approve
partial funding to give the SSRTA time to create a better business model for the VIC, it
appears the VIC may have high labor costs, if the VIC promotes businesses outside of
Tukwila, why does Tukwila lodging tax pay all of the VIC costs, what regions is the VIC
booking, the SSRTA promotes all rooms in the area, $170,000 is a big number for something
that doesn't drive hotel room nights, can LTAC approve the funding with conditions, how
much should the LTAC committee rely on staff's recommendation, the SSRTA has other
programs that may benefit Tukwila such as the hotel shuttle, the SSRTA's 2016 application
was for $337,500 and included the VIC, do hotels see value in the VIC, concerns that adding
the VIC to the scope for the first application could reduce other work including sales
positions.
d. Starfire Sports request for $42,000.
Mr. Miles gave an overview of the application. The committee members discussed the
application which included the following questions and comments: enhancement of a one
pager listing hotels, adding Tukwila name to Starfire website, Washington COPA
tournament coming in late July, this application doesn't include Sounders branding related
to Tukwila, Starfire hopes to bring major league rugby (MLR) in January through March
Phone: 206- 433 -1800 * Email; Mayor @TukwilaWA,gov • Website: TukwilaWA.gov
LTAC April 25, 2017 Minutes
Page 3
2018.
e. City of Tukwila application #1: $55,800 for general operations
Mr. Miles gave an overview of the application. The committee members discussed the
application which included the following questions and comments: the unused funds will
remain in the lodging tax fund, the operations would include city memberships in various
professional organizations such as the Seattle Chamber of Commerce, Seattle Sports
Commission which would enable Tukwila stakeholders such as LTAC members to attend,
and staff will provide a year end report.
f. City of Tukwila application #2: $50,000 for Southcenter 50th
Mr. Miles gave an overview of the application. The committee members discussed the
application which included the following questions and comments: the expected output for
the project is a plan, video, website and more to be determined by the plan, and who will
manage the project.
Action on Funding Requests
Chair Hougardy led the Committee through the voting on each application. The results are
summarized as follow
a. Museum of Flight application for $50,000:
Motion to approve for $50,000 was moved by Mr. Lee and seconded by Mr. Oliver. Motion
passed 7 -0 with one abstention (Ms. Messmer).
b. SSRTA Application #1 for $270,000 for 2017 and $202,500 for 2018:
Motion to approve for $270,000 in 2017 and $202,500 for 2018 was moved by Mr. Davis
and seconded by Mr. Lee. Motion passed 8 -0.
c. SSRTA Application #2 for $170,000 for 2017 and $170,000 for 2018.
Motion to approve for $170,000 for 2017 and $170,000 for 2018 was moved by Ms.
Hougardy and seconded by Mr. Lee. Motion failed 0 -8.
d. Starfire Sports request for $42,000.
Motion to approve for $42,000 was moved by Mr. Lienbach and seconded by Ms. Messmer.
Motion passed 7 -0 with one abstention (Mr. Oliver).
e. City of Tukwila requests #1 for $55,800 for general operations:
Motion to approve for $55,800 was moved by Mr. Lee and seconded by Mr. Oliver. Motion
Phone: 206- 433 -1800 • Email: Mayor @TukwilaWA,gov • Website: TukwilaWA.gov
LTAC April 25, 2017 Minutes
Page 4
passed 7 -0 with one abstention (Ms. Hougardy).
f. City of Tukwila requests #2 for $50,000 for Southcenter 50th:
Motion to approve for $50,000 was moved by Mr. Lienbach and seconded by Mr. Davis.
Motion passed 7 -0 with one abstention (Ms. Hougardy).
Roundtable
Boiling Point restaurant is coming to the Regency shopping center. Watershed FC Restaurant has
opened in Starfire in the former Mad Pizza space. The Apollo exhibit opens at the Museum of Flight on
May 20. Odin is celebrating the one year anniversary of brewing operations at the Tukwila location on
April 28. Homewood Suites is holding a 25th anniversary on May 10.
Meeting adjourned at 2:32 p.m.
Phone: 206- 433 -1800 • Email: Mayor @TukwilaWA.gov • Website: TukwilawA.gov
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TotoiL Cason ation Matkethnii
March 2017
Tukwila Brand Audit
Fieldwork Summary Part A
Contents
2
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.
2
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
3
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.
4
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.
5
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'.
6
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
7
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
8
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
11
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
13
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.
14
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
15
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)
16
• 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
17
• 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
18
• 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 IFIy 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
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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
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• 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
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•
•
•
•
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)
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• 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
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