atlas how site selectors are using gis to evaluate communities
DESCRIPTION
Atlas CEO Ben Wright and Cushman & Wakefield Consulting Manager Keith Gendreau discuss trends in Geographic Information Systems, Economic Development, Technology, Marketing, and more.TRANSCRIPT
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Your Hosts
Ben WrightCEO, Atlas Advertising
[email protected]/atlasad
Keith GendreauConsulting Manager,
Global Business ConsultingCushman & Wakefield
Guillermo MazierBusiness Development,
Atlas [email protected]
www.twitter.com/atlasad
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About Atlas Advertising and Atlas InSite GIS
Atlas Advertising helps economic developers reach national and international prospect and site selection audiences. We deliver branding, website development, GIS mapping, research, social media, and creative services professionally and with a staff experienced in economic development.
Atlas InSite is Atlas’ industry leading GIS platform, the first to be fully integrated with economic development websites. Used in 27 states and large markets, representing thousands of communities in the US and Latin America, Atlas InSite is the fastest growing GIS system in the economic development profession.
Featured clients who use Atlas InSite:
– State of Ohio
– Tennessee Valley Authority
– Right Place, Grand Rapids Michigan
– Alabama Power Company
– Hoosier Energy
– Enterprise Florida
– State of Colorado
– Commerce Lexington
– Columbus 2020
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About C&W Global Business Consulting
OFFICE INDUSTRIAL RETAIL
• Location strategy and site selection
• Facility network and inventory optimization (St. Onge Company)
• Incentive negotiation
• Facility design and operations improvement (St. Onge Company)
• 3PL advisory services (St. Onge Company)
• Market capacity Studies
• Customer behavior & trade area analysis
• Site analysis
• “Reverse” location study to create marketing interest for a proposed development
• Local and regional occupancy strategies
• Portfolio optimization and rationalization
• Labor and location strategies
• Incentive negotiations
• Workforce deployment optimization
Cushman & Wakefield Global Business Consulting helps clients solve complex challenges that reside at the intersection of business operations and real estate. The results we deliver reduce costs, improve operating efficiencies, and increase revenue for our clients.
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Download the slides, listen to the video, continue the dialogue
• Continue the Conversation: – Follow us on Twitter: www.twitter.com/AtlasAd– Tweet questions using hashtag #AskAtlas– Join Next Gen Economic Development Marketers LinkedIn Group
• View and share the slides with your colleagues (available now):
http://bit.ly/fQB6hC• View and share the video with your colleagues (Late May): http://bit.ly/fjc3Ex
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Offer to Webinar Attendees:
Get a free comprehensive assessment from Atlas. This assessment will include:• If you currently have a GIS System, we will:
– Review of your current GIS system relative to the benchmarks presented in this webinar
– Provide suggestions to improve performance and overall system value • If you don’t currently have a GIS system, we will:
– Review your website relative to content and features site selectors commonly use
– Recommend ways to improve your website using various elements of GIS technology.
To receive an assessment, please chat “Assessment Please” into your chat
window at any time in the presentation. We will follow up with you after the
presentation.
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Outline
1. Questions We Will Answer
2. What Atlas Research Says about GIS Usage
3. How a Site Selector Specializing in Manufacturing and Office Uses GIS Today
4. How Economic Developers Can Help
5. Q+A
6. Share the Slides and Video
7. Next Atlas Webinar
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Questions We Will Answer
1. How Has the Process of Location Selection Changed?
2. Do Site Selectors, Prospects, and Other Users Really Use GIS Today to Evaluate Locations?
3. Should I Have a GIS System?
4. How Should My GIS System Relate to My Website?
5. Where Does GIS Data Come From, and Who Maintains It?
6. What Do Communities Spend on GIS?
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How Site Selectors Are Using GIS to Shorten the Location Evaluation Process:
What Atlas’ Research Says
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The Corporate Location Process
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Please rate the following in terms of their importance as a source of information:
Information Source % Important, 2013 % Important, 2006
Site visits (including familiarization tours) 100% 100%
Existing relationships with ED officials 95% 88%
Community websites 90% 63%
Third party national data sources 90% n/a
Past experience with other deals 81% 71%
Word of mouth from peers 57% 43%
Calls from local officials 48% 29%
Existing relationships with local real estate community
38% 29%
National conferences 29% 0%
Trade magazines 29% 14%
Social Media/Social Networks 24% n/a
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Most Important and “Fastest Growing” Location Factors
2013 2006 % difference
Access to customers (large markets) 95% 69% 26%
Financial incentives from communities 95% 69% 26%
Proximity to a research university 67% 43% 24%
Access to technical/scientific workers 90% 70% 20%
Quality or fit of specific real estate 90% 75% 15%
Access to transportation infrastructure 90% 76% 14%
Pro-business tax-regulatory climate 95% 83% 12%
Access to senior management talent 76% 64% 12%
Quality of life for employees 62% 60% 2%
Ability to recruit workforce 95% 96% -1%
A rapidly growing region 57% 60% -3%
Access to cultural amenities 43% 49% -6%
Access to outdoor recreation 10% 38% -28%
Climate (weather) 29% 58% -29%
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Top Pages Used on Atlas Websites That Include a Link to An Outside GIS System/Property Database
Page Views Per 100 Site Visits
About Us 11
Site Selection Services 11
Data Center 10
Contact Us 7
Visits to Property Search or GIS 5
Source: Study of Analytics of Atlas websites with a link to an external GIS
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Top Pages Used on Atlas Websites That Include Integrated GIS
Page Views Per 100 Site Visits
Property Searches 38
Business Searches 23
Visits to GIS Landing Page 19
About Us 14
Data Center 12
Contact Us 10
Site Selection 7
Source: Study of Analytics of Atlas InSite websites with integrated GIS
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Question:
What information are you most frequently asked to provide for Site Selectors?
(Enter answers in chat window)
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How Site Selectors Are Using GIS to Shorten the Location Evaluation Process:
How a Site Selector Specializing in Manufacturing and Office Uses GIS Today
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Keith Gendreau
• Based in Minneapolis, MN
• Consulting Manager
• Geographer by Trade. Master’s Degree in Economic Development.
• Specializes in Location Strategy and Labor Analytics for Office and Industrial Projects
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Typical Phased Site Selection Approach (Industrial)
PHASE 1 PHASE 2 PHASE 3 PHASE 4
MOBILIZATION & CRITERIADEVELOPMENT
IDENTIFY PREFERRED LOCATIONS
DUE DILIGENCE ON FINALISTS
INCENTIVES AND REAL ESTATE ACQUISITION
• Freight-cost analysis
• Screen out poorly suited regions
• Initial property review and visits
• Comparative analyses of locations
• Site risk assessment
• Site/community tours
• Labor market & site due diligence
• Cost and conditions modeling
• Incentive and real estate RFPs
• Executive tours
• Negotiations
• Document negotiations in MOU / PSA
• Final transaction
• Review client studies
• Confirm facility specifications
• Visit similar facility
• Develop critical location criteria
RESULT Confirmed search area & project specifications
RESULT 4 to 6 locations in 2 to 3 states
RESULT 2 to 3 finalist locations in 2 states
RESULT Site control; documented incentives
Provided by Cushman & Wakefield
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Measurable Evaluation Criteria to Support Decision-Making
MEASURABLE CRITERIA TO ASSESS LOCATIONS AND COMPARE THEM AGAINST ONE ANOTHER.
• UTILITY INFRASTRUCTURE CAPACITY AND AVAILABILITY: Electric infrastructure; utility extension distances; natural gas availability; water supply; wastewater; service providers
• MARKET / SUPPLIER ACCESS AND TRANSPORTATION INFRASTRUCTURE: Rail access; highway access; port access; customer service; supplier proximity
• LABOR AVAILABILITY AND QUALITY: Civilian labor force; manufacturing employment, competition and industry presence; union presence and activity levels; hiring/retention experience of local employers
• EASE OF IMPLEMENTATION / TIMING: Wetlands; flood plains; air quality attainment; zoning; permitting timelines; construction services; site readiness; potential environmental issues
• SITE AVAILABILITY AND QUALITY: Configuration; expandability; ownership structure; easements; surrounding land use
• BUSINESS CLIMATE / COMMUNITY FIT / REGULATORY ENVIRONMENT: Pro-business environment; recent history of success; experience of local economic development team; after-care potential
Provided by Cushman & Wakefield
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FILTERS
Transportation Access
Labor Availability
Labor Costs
Industry/ Skills Presence
Business Climate
Utility Costs
Labor Relations
Govt. Relations
Short
List
How Projects Select (or Eliminate) Your Community
C&W SCREENS FOR KEY, GEOGRAPHICALLY VARIABLE BUSINESS DRIVERS USING THIRD-PARTY DATABASES.
– Clients also dictate own constraints, making each process unique.
Early in the location screening process, third-party databases are used due to the volume of locations considered; not community web sites.
Provided by Cushman & WakefieldRFI Recipients
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Identifying Suitable Properties
2 RFI responses received and catalogued.1 Requirements translated to Request for Information (RFI) issued to search area.
3 Properties evaluated versus facility needs and grouped: Retain, Marginal, Eliminate. 4 Property inspections conducted to select
preferred sites. Clients typically attend.
Provided by Cushman & Wakefield
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Decision Support Data Sources and Tools
Geographic Information Systems (GIS) Mapping
Location specific wage database
Many others (e.g., EIA, Labor Relations Institute, Bureau of Labor Statistics, U.S. Department of Education, etc.)
Comprehensive demographic and segmentation database
Comprehensive Industry employment forecast , population mobility data
Cushman & Wakefield Global Business Consulting maintains the most up to date demographic databases and spatial analysis tools to execute projects.
Advanced spatial data processing
Provided by Cushman & Wakefield
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Spatial Software Use Example: AlteryxCommutation Analysis
Provided by Cushman & Wakefield
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Example GIS Application
Provided by Cushman & Wakefield
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Question:
If You Currently Have a GIS System, What Information Do You Believe is Accessed Most Frequently?
(Enter answers in chat window)
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Site Overlays Natural Disaster Risk Assessment
Additional GIS Use Examples
Provided by Cushman & Wakefield
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Labor Competitors Employment Plots
Additional GIS Use Examples
Provided by Cushman & Wakefield
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Recommended GIS Content on E.D. Websites
Existing Building Critical Search (Property Filter) Fields
Location
Minimum & Maximum Square Feet
Minimum Clear Height & Column Spacing
Sale, Lease, Both
Building Type (i.e., Industrial, R&D, Commercial, etc.)
Specialty Feature (i.e., Call Center, Clean Room, Cold Storage, Data Center, etc.)
Zoning
Docks
Rail Served
Max Distance to: Interstate, 4-Laned Highway, Commercial Airport
Previous Use
LandCritical Search (Property Filter) Fields
Location
Minimum Acres
Maximum Acres
Site Zoning
Rail Proximity
Max Distance to:- Interstate
- 4-Laned Highway- Commercial Airport
Brownfield or Greenfield
Configuration & Dimensions
All Utilities On-Site
PROPERTY SEARCH FILTERS
Provided by Cushman & Wakefield
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Base Layer Menu
County and City Boundary
Streets
Airport Runways , Noise Contours, Property Lines
Subdivisions
Zoning & Parcel Boundaries
Water Features (e.g., rivers, ponds, marsh)
Forest / Preserved Areas
Flood Plain
Elevation (10 ft and 2 ft contours)
Future Land Use
Color Aerials Clearly Depicting Easements
Rail (yards, spurs, main lines)
Utilities (to the extent available)
Recommended GIS Content on E.D. WebsitesPROPERTY SPECIFIC INFORMATION
Provided by Cushman & Wakefield
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How Economic Developers Can Help...
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General Website Essentials
• The essentials of an economic development website should embrace the following:- Search engine appearance on key words. The most common phrases are:
- [PLACE] Name- Economic development [PLACE]- Available sites/buildings [PLACE]- Site Selection [PLACE}
- Easy for user to circumnavigate.- Designed for single customer as opposed to multiple (effectiveness for any one customer segment often diluted).- Site map (menu) reflecting the categories of information pertinent to location selection, such as:
- Demographics, labor force, wages, training/education, major employers, new/expanding employers, downsized/closed employers, market proximity (regional map), transportation, utilities, environmental, taxes/incentives, establishing a business including permits, sites/buildings, quality-of-life.
- “Contact Us” section with descriptive email, phone numbers and key staff.- Links to two “deep-dive” databases:
- Location information that follows national data standards recommended by the International Economic Development Council (IEDC). Consists of 24 statistical tables, each devoted to a location factor category. Reported at the county and where appropriate MSA level.
- Available site/building profiles with information recommended in the IEDC data standards.- Provide links to other appropriate sites (e.g., Labor Office).- For marketing purposes, be sure your site is linked to any agency promoting your area (e.g., tourism, chamber,
newspaper, etc.).
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Top-Notch Websites Embracing GIS
Northern Kentucky:• Cincinnati Airport runway flight noise• http://arcims.boonecountygis.com/AirportB
ase/
Greater Wichita Economic Development Coalition• “Location Scout” section• www.gwedc.org/index.php
Jobs Ohio• www.jobs-ohio.com
Charlotte Regional Partnership• charlotteusa.com
Mecklenburg County GIS:• maps.co.mecklenburg.nc.us/edgis
Kansas City Area Development Council• www.thinkkc.com/
State of Colorado Department of Economic Development• www.advancecolorado.com
Source: Boone County GIS
Alabama Power• www.amazingalabama.com
Commerce Lexington Economic Development• www.locateinlexington.com
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Ashville, NC• Custom decision factors “heat map”• http://gis.ashevillenc.gov/mapasheville/priorityplaces/
Top-Notch Websites Embracing GIS
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Question:
Based on This Presentation, What Are the One or Two Things You Would Change About or Add to Your GIS System?
(Enter answers in chat window)
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Q+A
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Announcing Atlas InSite, the Fastest Growing GIS System for ED in the United States, now for any budget
Features: • Property Database• Business Database• Data Maps• Communities Maps• Demographic reports
Pricing Configurations:• States and Large Regions
with existing websites• Smart Region/Smart City
Websites• Small Cities and Counties
Latest Feature: Integrated Prospect Proposals using GIS data
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Thanks to the Tennessee Valley Authority, who recently launched TVAsites.com, with Atlas InSite technology
Features: • Property Search• Updateable Heat Maps• National Community
Comparison• Bing Birdseye Imagery• Polygon Search• Map Overlays• All updateable by the TVA• Local InSite
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Offer to Webinar Attendees:
Get a free comprehensive assessment from Atlas. This assessment will include:• If you currently have a GIS System, we will:
– Review of your current GIS system relative to the benchmarks presented in this webinar
– Provide suggestions to improve performance and overall system value • If you don’t currently have a GIS system, we will:
– Review your website relative to content and features site selectors commonly use
– Recommend ways to improve your website using various elements of GIS technology.
To receive an assessment, please chat “Assessment Please” into your chat window at any time in the presentation. We will follow up with you after the presentation.
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Thank you and stay in touch!
Atlas Advertising
2601 Blake Street, Suite 301
Denver, CO 80205
Contact: Ben Wright
t: 303.292.3300 x 210
www.Atlas-Advertising.comLinkedIn Profile | LinkedIn GroupTwitter | Blog | Slidespace
Cushman & Wakefield
Keith Gendreau
Consulting Manager
Global Business Consulting