snohomish county, wa brandprint report april 12, 2013 · snohomish county, wa brandprint report...

North Star Destination Strategies April 12, 2012

Snohomish County, WA

BrandPrint Report

April 12, 2013

Snohomish County, WA BrandPrint | North Star Destination Strategies 2 of 159

TABLE OF CONTENTS

INTRODUCTION 5

About North Star Destination Strategies 5

About the BrandPrint Process 5

EXECUTIVE SUMMARY 6

BRANDING PARTNERS 6

UNDERSTANDING 6

INSIGHTS SUMMARY 8

STRATEGIC BRAND PLATFORM 8

IMAGINATION 9

UNDERSTANDING 11

WHERE THE BRAND HAS BEEN & WHY 11

IN-MARKET STUDY 12

Purpose, Methodology & Results 12

STAKEHOLDER VISION SURVEY 16


ONLINE COMMUNITY-WIDE SURVEY 22


OVERNIGHT VISITOR ORIGIN STUDY 35


PROFILING STUDY 38


Geo-Demographic Segmentation 39

Geo-Demographic Segmentation Systems 40

Resident Who Report | Snohomish County Residents 42

Overnight Visitor Who Report | U.S. Consumer Segments 44

Overnight Visitor Who Report | Canadian Consumer Segments 47

Overnight Visitor Who Report | Top Visitor Segment Comparison 49

Consumer Lifestyle Report | Snohomish County Overnight Visitors 53

CONSUMER AWARENESS & PERCEPTION STUDY 55


DIGITAL BRAND NETWORK – ONLINE REPUTATION MONITORING 75


STAKEHOLDER PERCEPTION STUDY 79


COMPETITIVE ANALYSIS 83


INSIGHTS 88

WHERE THE BRAND SHOULD BE 88

INSIGHTS ABOUT SNOHOMISH COUNTY 89


SNOHOMISH COUNTY BRAND PLATFORM & RATIONALE 95

IMAGINATION 97

WHAT WILL GET US THERE? 97

CREATIVE EXPRESSIONS OF THE BRAND 98

Strapline, Logo and Line, Color Palette, Brand Narrative, Descriptive Vocabulary 98

Logo Variations 104

Image Ad 105

Image Ad 106

Image Ad 107

Stationery 109

PowerPoint Slides 110

E-Newsletter 111

Visitors Guide 112

Complementary Visitors Guide 113

Folder 114

Outdoor Board 115

Dual-Pole Banners 116

Tradeshow Booth 117

Tradeshow Booth Background 118

Merchant Window Cling 119

Merchant Cling on Storefront 120

Bottle Tag for Local Products 121

Cell Phone Case 122

Casino Chips 123

Hammock 124

USB Carabiner Flash Drive 125

Reusable Shopping Bag 126

Foldable Water Bottle 127

Magnet 128

BRAND ACTION IDEAS 129

PUTTING THE BRAND TO WORK 129

EVALUATION 156

HOW IS THE BRAND PERFORMING? 156

PROFILE STUDY 157

Purpose, Methodology 157

ONLINE COMMUNITY-WIDE SURVEY 158


CONSUMER AWARENESS AND PERCEPTION STUDY 159


APPENDIX A: STAKEHOLDER VISION SURVEY OPEN-ENDED RESPONSES


APPENDIX B: ONLINE COMMUNITY SURVEY OPEN-ENDED RESPONSES

APPENDIX C: OVERNIGHT VISITOR ORIGIN STUDY MAP

APPENDIX D: CAP STUDY OPEN-ENDED RESPONSES

APPENDIX E: TRADEMARK SEARCH

APPENDIX F: GRAPHIC STANDARDS GUIDE

APPENDIX G: SAMPLE BRAND CHARTER

Snohomish County BrandPrint | North Star Destination Strategies 5 of 159

ABOUT NORTH STAR DESTINATION STRATEGIES

North Star Destination Strategies comprises more than two dozen talented individuals

dedicated to growing community brands through integrated marketing solutions. North Star

offers communities a combination of research, strategy, creativity and action. This process –

called Community BrandPrint – provides direction for the community's brand development, like

a blueprint guides the construction of a home. And just like a blueprint, the priorities and

targets of each Community BrandPrint are stated in clear and unambiguous language. The

resulting brand personality is as revealing as an individual's fingerprint, and just as unique.

About the BrandPrint Process

Through the Community BrandPrint process, North Star determines Snohomish County’s most

relevant and distinct promise. From that promise, we create a strategic platform intended to generate a brand position in the minds of residents, visitors and businesses. We then develop

powerful Brand Action Ideas and a Brand Identity Package (creative expressions), all of which

reinforce the positioning and ensure brand equity and growth.

This process is divided into four stages: Understanding, Insights, Imagination and Evaluation.

INTRODUCTION


BRANDING PARTNERS:

The Snohomish County Tourism Bureau on behalf of the community, its stakeholders, and

branding partners contracted with North Star Destination Strategies to determine the county’s

true, unique and relevant brand position to help the area stand out in the marketplace. This

Executive Summary represents a snapshot of the critical highlights from all phases of the

BrandPrint process: Understanding, Insights and Imagination. Detailed findings are compiled in

the report that follows.

UNDERSTANDING (Research findings):

North Star conducted more than fifteen pieces of quantitative and qualitative research to

identify what differentiates Snohomish County from its neighbors and competitors. By

examining the community (stakeholders, residents), consumers (visitors, regional and state officials in tourism) and the competition (neighboring communities), North Star determined a

strategy for Snohomish County to assert across all community assets to implement an effective,

meaningful and relevant brand.

STRENGTHS: Most-often mentioned strengths throughout North Star’s research.

Twenty-two cities and communities comprise Snohomish County. This spectacular community

in Northwest Washington is vast! Research confirmed that Snohomish County is indeed a

diverse community with six major asset themes: aviation, shopping, business and event-based

visitation, gaming, sports and outdoor recreation. However, focusing on a diverse number of

assets and various themes is not distinct enough to stand out in today’s crowded marketplace

of compelling destination brands.

Research uncovered that Snohomish County’s location and natural beauty are a dynamic duo!

Snohomish County is the quickest way to get outside in the Greater Seattle area. But outside

means so much more than outdoor recreation. It’s where visitors can get outside the urban

sprawl and into true outdoor recreation, to pursue a big win, to discover the past through

heritage attractions, to get off the ground and into the sky, to explore dozens of diverse

communities, each with their own charm and quirkiness, and finally Snohomish County is where

you can get outside and pursue your passions.

By leveraging the geography of Snohomish County – its proximity to Seattle, location on I-5 and

the great outdoors – you can provide a staycation or true vacation for visitors. Snohomish

County should be positioned as a complementary destination to Seattle. Identifying Snohomish

County as near Seattle will help visitors become more familiar with the area’s location and

endless opportunities for exploration.

WEAKNESSES: Most-often mentioned weaknesses throughout North Star’s research.

As mentioned briefly above, Snohomish County is a vast region that is very diverse. Each

community’s topography, attractions and activities are wholly unique. As you travel from one

side of the county to the other, you’ll encounter mainstream shopping, baseball diamonds,

EXECUTIVE SUMMARY


performing arts venues, towering mountain ranges, rushing rivers and the Pacific Ocean.

According to research, diversity contributes to the county’s identity problem. Many felt that by

trying to be too many things to too many people, the county was not positioning itself as a

unified destination with a clear benefit to the visitor.

Another identified weakness is a lack of awareness of the county as a destination for visitors.

Some felt that standing in the shadow of Greater Seattle and King County was a disadvantage.

Snohomish County seems both too far from King County for a quick visit and too close for an

overnight visit.

Other challenges cited in the research included traffic congestion in the western part of the

county, a lack of public transit options, and funding.

These challenges make it clear that the communities in Snohomish County will benefit greatly

from a cohesive brand message. Based on the Tapestry Segmentation Study, Snohomish County

has a distinct target audience that shares inclinations towards active pursuits, being tech-savvy, fit-conscious and a preference for an exurban lifestyle. Armed with this information, Snohomish

County should be able to establish a clear identity in the minds of visitors in the near future as

a destination that invites you to open up to discovery, to adventure, and to life.

OPPORTUNITIES: Most-often mentioned opportunities throughout North Star’s research.

The most-often mentioned opportunity for Snohomish County was outdoor recreation. With

Greater Seattle nearby as a top visitation market, it’s clear that there are some things that the

city can’t offer – outdoor recreation and natural beauty. Snohomish County has an opportunity

to be the hub for outdoor recreation in Northwest Washington.

Interestingly, diversity was mentioned as a challenge for Snohomish County, but also an

opportunity. Because of the county’s range of activities and attractions, there’s a need to better

promote available offerings to consumers. Getting the word out about what Snohomish

County has to offer is seen as the best avenue for tourism growth.

Many of Snohomish County’s assets (related to outdoor recreation and beyond) were also

identified as opportunities for future growth – either through marketing or packaging. Some

assets mentioned in this light were hiking trails, fishing and boating opportunities, agritourism,

shopping, and arts.

THREATS: Most-often mentioned threats throughout North Star’s research.

Stiff competition from Seattle and surrounding areas is both a challenge and a threat. If

Snohomish County fails to carve out a true and distinct marketing position, it threatens to lose

visitors to its competitors. According to research, other threats include a general lack of

awareness of the area and a lack of funding for the destination marketing organization –

Snohomish County Tourism Bureau.

It’s important to consider that Snohomish County residents who are uninformed about the

area’s assets can lead to brand adversaries rather than brand advocates. The local community


will need to be briefed periodically to understand the important role tourism plays in

Snohomish County’s economy and beyond.

SUMMARY of INSIGHTS (Conclusions based on research)

Research revealed that Snohomish County’s greatest asset is its access to the outdoors. The

three descriptors that were most often given for the area included beautiful, recreation and

proximity to Seattle. These words paint a clear picture of the benefit of Snohomish County.

North Star discovered that the county’s location between Seattle and Canada along I-5 offers

visitors a quick escape route to the great outdoors. Snohomish County gives visitors a chance

to explore the natural beauty of Washington State. Because visitors are pursuers of active

lifestyles, according to research, it’s fitting that Snohomish County offers a diverse number of

pursuits from extreme recreation to a big casino win. Truly, all of Snohomish County’s asset

themes – aviation, shopping, business and event-based visitation, gaming, sports, and outdoor

recreation – can fit under the umbrella idea of getting outside and opening up.

The area’s relaxed and inviting vibe encourages visitors to open up! The idea of “Open Up”

connects all aspects of Snohomish County. In one breath-taking view, you can take in unrivaled

beauty. So whatever you’re up for – whether camping or canoeing, kayaking or casinos,

shopping or restaurants, aviation or the arts – we invite you to open up…to life, to adventure,

and to discovery.


OVERNIGHT VISITOR ORIGIN STUDY

Purpose

An Overnight Visitor Origin Study was conducted to understand the markets from which

overnight visitors of Snohomish County originate.

Methodology & Results

We collected over 24,000 visitation records from a small, but diverse selection of hotels in

south, central, and north Snohomish County. A random, but weighted, sample of 5,000 records

was taken. Each record was geocoded (assigned) to a Core Based Statistical Area (CBSA) – the

geographic area used to define advertised markets. Origins are broken down by U.S. States and

Canadian Provinces as well as top metro areas in both countries. The following information

should be considered when selecting markets for brand communications. Additional variables

like cost of advertising and distance from Snohomish County should also be taken into account.

The complete set of results and associated reports for the Overnight Visitor Origin Study can

be found on the Final BrandPrint CD.

Please see Appendix C for a larger version of the origin map. For a complete set of raw data

results and associated reports for the Overnight Visitor Study, see the Final BrandPrint CD.

TOP OVERNIGHT VISITOR STATES / PROVINCES OF ORIGIN

The largest majority of visitors originate from the state of Washington.

Note: These percentages have been adjusted to reflect your overall visitation origin.

# State Percent

1 Washington 24.77%

2 California 12.79%

3 Oregon 5.36%

4 Texas 4.32%

5 Colorado 2.37%

6 Illinois 2.30%

7 Arizona 2.21%

8 Florida 1.89%

9 Ohio 1.76%

10 New York 1.71%

Top 10 U.S. Overnight Visitor Origins

# Province Percent

1 British Columbia 12.40%

2 Alberta 0.52%

3 Ontario 0.50%

Top 10 Canadian Overnight Visitor Origins


TOP 10 OVERNIGHT VISITOR CITIES OF ORIGIN

The highest ranking city of origin is Seattle, WA.

Note: These percentages have been adjusted to reflect your overal visitation origin.

# City Percent

1 Seattle, WA 18.70%

2 Portland, OR 6.40%

3 Los Angeles, CA 6.00%

4 San Francisco, CA 3.10%

5 Spokane, WA 2.70%

6 Dallas, TX 2.40%

7 Chicago, IL 2.00%

8 Phoenix, AZ 1.97%

9 Yakima, WA 1.84%

10 Denver, CO 1.81%

Top 10 U.S. Overnight Visitor Origins

# City Percent

1 Vancouver (BC) 9.40%

2 Victoria (BC) 0.80%

3 Abbotsford (BC) 0.59%

4 Calgary (AB) 0.35%

5 Kelowna (BC) 0.26%

6 Toronto (ON) 0.22%

7 Chilliwack (BC) 0.19%

8 Moderate MIZ 0.19%

9 Ottawa - Gatineau (QC/ON) 0.17%

10 Kamloops (BC) 0.15%

Top 10 Canadian Overnight Visitor Origins

# City Percent

1 Seattle, WA 18.70%

2 Vancouver, BC 9.40%

3 Portland, OR 6.40%

4 Los Angeles, CA 6.00%

5 San Francisco, CA 3.10%

6 Spokane, WA 2.70%

7 Dallas, TX 2.40%

8 Chicago, IL 2.00%

9 Phoenix, AZ 1.97%

10 Yakima, WA 1.84%

Top 10 Overall Overnight Visitor Origins


OVERNIGHT VISITOR ORIGIN DOT-DENSITY MAP


OVERNIGHT VISITORS

United States and Canada


SNOHOMISH COUNTY PROFILING STUDY

Purpose

A Profiling Study was conducted to understand the County’s residents’ and target audience’s

lifestyles in detail.


U.S. Snohomish County residents and overnight visitors were profiled using ESRI’s Community

Tapestry segmentation system, while Canadian Snohomish County visitors were profiled using

Claritas’ PRIZM C2 segmentation system. These systems combine the geography of where

visitors live with the demography of matching lifestyle and life stage patterns in each country.

The results from the Profiling Study can be classified into two main reports:

• Who Report (U.S. and Canada):

o Profiles the demographic and lifestyle segmentation of the U.S. and Canadian

populations using Community Tapestry and PRIZM C2 respectively.

o Classifies the populations in several ways and indexes the population under study

against national averages.

• What Report (U.S. only):

o Provides a detailed profile of the core population for 37 separate lifestyle and media

groups in over 2,200 sub-categories.

o Each category is indexed against the average U.S. resident to determine whether a

member of the population under study is more or less likely to exhibit the specific

behavior.

Key findings from the analysis of Snohomish County’s resident and visitor base are shown on

the following pages.

For the comprehensive Who and What report datasets, please refer to the accompanying Final

BrandPrint CD. For further explanation of any methodologies used to analyze the Community

Tapestry data, please refer to the supplemental Community Tapestry Poster and to this link:

http://www.esri.com/library/brochures/pdfs/tapestry-segmentation.pdf. For further explanation

of any methodologies used to analyze the PRIZM C2 data, please refer to

http://www.environicsanalytics.ca/prizmc2_clusters.aspx.

http://www.esri.com/library/brochures/pdfs/tapestry-segmentation.pdf

http://www.environicsanalytics.ca/prizmc2_clusters.aspx


GEO-DEMOGRAPHIC SEGMENTATION

An Introduction to Profiling in the U.S. and Canada

For more than 30 years, companies, agencies and organizations have used segmentation to

divide and group their markets to more precisely target their best customers and prospects.

This targeting method is superior to using “scattershot” methods that might attract these

preferred groups. Segmentation explains customer diversity, simplifies marketing campaigns,

describes lifestyle and lifestage of the residents and consumers and incorporates a wide range of

public and private data.

Segmentation systems operate on the theory that people with similar tastes, lifestyles and

behaviors seek others with those same tastes (hence the phrase “like seeks like”).

These behaviors can be measured, predicted and targeted. Geo-demographic segmentation

systems combine the who of lifestyle demography with the where of local neighborhood

geography to create a model of various lifestyle classifications or segments of actual

neighborhoods, identifying distinct behavioral market segments.

Understanding your customers’ lifestyles, knowing customers’ buying patterns, assessing the

media preferences of customers, cross-selling to customers, and successfully retaining existing

customers for a lifetime are just some activities that are supported by mining customer data.

Some of these marketing activities include:

• Customer profiling

• Media targeting

• Partnerships/Sponsorships

• Direct mail

• Site analyses

The customer profiles reveal the demographics, lifestyles and product preferences of a

business’s consumers. By understanding who its customers are, more appropriate responses

can be formed to address customer needs with better messaging, products and services.

Said simply, the more you can learn about your customers, the better you can serve them, keep

them and find more like them.


GEO-DEMOGRAPHIC SEGMENTATION SYSTEMS

Because consumers in the U.S. and Canada are different, different solutions and systems have

been designed for each. Two systems were used for profiling Snohomish County’s existing

customer base because Snohomish County’s consumers are from both the U.S. and Canada.

Although these systems fundamentally work the same, the actual segments and segment

descriptions are different.

ESRI’s Community Tapestry (United States)

Based on the foundation of proven segmentation methodology introduced more than 30 years

ago, the Tapestry system classifies U.S. neighborhoods into 12 larger LifeMode groups and,

within those 12 larger groups, 65 more distinct market segments. Neighborhoods with the

most similar characteristics are grouped together, while neighborhoods showing divergent

characteristics are separated.

This powerful tool classifies U.S. neighborhoods in several ways, including:

• LifeMode Groups:

o 12 summary groups based on lifestyle and lifestage

o Members share an experience (being born in the same time period, facing the same

lifestage, having a certain level of affluence, etc.)

• Community Tapestry Segments:

o 65 groups based on sociographic and demographic composition

o Considers income, occupation, educational attainment, ethnic origin, household

composition, marital/living arrangements, patterns of migration, mobility and

communication, lifestyle and media patterns

o Most distinct level of segmentation

Claritas’ PRIZM C2 (Canada)

PRIZM C2 is the latest release of the pioneering segmentation system from Environics Analytics

that classifies Canada’s neighborhoods into 66 unique lifestyle types. It’s the first system of its

type to incorporate psychographics providing insights into the behavior and mindset of

consumers. It reflects Canada’s growing diversity, with 15 francophone segments and 13

segments that are home to visible minorities, new immigrants and those who speak a language

other than French or English. Because it’s linked to many important marketing surveys and

databases, it helps marketers create the most complete picture available of their Canadian customer segments.


UNDERSTANDING THE U.S. MARKET

Community Tapestry Segment Breakdown by LifeMode Group

The following chart lists all 65 Tapestry Segments under their respective LifeMode Group.

The percentages listed are representative of the entire United States and not your consumers.

As you read about your own consumer’s Segments in the following pages, use the table below

as a guide when matching those Segments with their corresponding LifeMode Groups.

SEGMENT BREAKDOWN BY LIFEMODE GROUP % of U.S. Pop.

L1. High Society 12.7%

01 Top Rung 0.7%

02 Suburban Splendor 1.7%

03 Connoisseurs 1.4%

04 Boomburbs 2.2%

05 Wealthy Seaboard Suburbs 1.4%

06 Sophisticated Squires 2.7%

07 Exurbanites 2.5%

L2. Upscale Avenues 13.8%

09 Urban Chic 1.3%

10 Pleasant-Ville 1.7%

11 Pacific Heights 0.6%

13 In Style 2.5%

16 Enterprising Professionals 1.7%

17 Green Acres 3.2%

18 Cozy and Comfortable 2.8%

L3. Metropolis 5.3%

20 City Lights 1.0%

22 Metropolitans 1.2%

45 City Strivers 0.7%

51 Metro City Edge 0.9%

54 Urban Rows 0.3%

62 Modest Income Homes 1.0%

L4. Solo Acts 6.8%

08 Laptops and Lattes 1.0%

23 Trendsetters 1.1%

27 Metro Renters 1.3%

36 Old and Newcomers 2.0%

39 Young and Restless 1.4%

L5. Senior Styles 12.4%

14 Prosperous Empty Nesters 1.8%

15 Silver and Gold 1.0%

29 Rustbelt Retirees 2.1%

30 Retirement Communities 1.5%

43 The Elders 0.6%

49 Senior Sun Seekers 1.2%

50 Heartland Communities 2.2%

57 Simple Living 1.4%

65 Social Security Set 0.6%

L6. Scholars & Patriots 1.4%

40 Military Proximity 0.2%

55 College Towns 0.8%

63 Dorms to Diplomas 0.4%

L7. High Hopes 4.1%

28 Aspiring Young Families 2.4%

48 Great Expectations 1.7%

SEGMENT BREAKDOWN BY LIFEMODE GROUP % of U.S. Pop.

L8. Global Roots 8.2%

35 International Marketplace 1.3%

38 Industrious Urban Fringe 1.5%

44 Urban Melting Pot 0.7%

47 Las Casas 0.8%

52 Inner City Tenants 1.5%

58 NeWest Residents 0.9%

60 City Dimensions 0.9%

61 High Rise Renters 0.7%

L9. Family Portrait 7.8%

12 Up and Coming Families 3.4%

19 Milk and Cookies 2.0%

21 Urban Villages 0.8%

59 Southwestern Families 1.0%

64 City Commons 0.7%

L10. Traditional Living 8.8%

24 Main Street, USA 2.6%

32 Rustbelt Traditions 2.8%

33 Midlife Junction 2.5%

34 Family Foundations 0.9%

L11. Factories & Farms 9.5%

25 Salt of the Earth 2.8%

37 Prairie Living 1.0%

42 Southern Satellites 2.7%

53 Home Town 1.5%

56 Rural Bypasses 1.5%

L12. American Quilt 9.3%

26 Midland Crowd 3.7%

31 Rural Resort Dwellers 1.6%

41 Crossroads 1.5%

46 Rooted Rural 2.4%


RESIDENT WHO REPORT | SNOHOMISH COUNTY RESIDENTS

Community Tapestry Segments are the most distinct level of segmentation within the Tapestry

System, dividing members of an American population into 65 clusters based on sociographic

and demographic composition. Tapestry Segments take into consideration things like income,

occupation, educational attainment, ethnic origin, household composition, marital/living arrangements, patterns of migration, mobility, communication and lifestyle and media patterns.

Resident Tapestry Segments

The chart below illustrates delivery within all the Segments for Snohomish County residents.

The Tapestry Segments are organized by level of affluence – Segment 1 is the most affluent

Segment and 65 is the least affluent Segment.

OBSERVATION: Snohomish County residents skew to the left, more affluent side of the chart.

Top Residents Segment Descriptions: The U.S. average index sits at 100.

12 Up and Coming Families (11.6%) – Indexed 286 against the U.S. average

Young, affluent families with small children; own new single-family homes (median HHI $67,000). Spend leisure time attending ball games, going to the zoo, etc. Since many are first time

homeowners, they still purchase household basics as well as baby equipment and toys for their

new families.

06 Sophisticated Squires (11.3%) – Indexed 454 against the U.S. average

Mostly married-couple families who enjoy country living on the urban fringe (median HHI $79,000). Live very health conscious lifestyles, staying active and emphasizing nutrition. Do-it-

yourselfers who enjoy home improvement.

$$$ Affluence Range $

11.3%

6.6%

11.6%

7.4%

6.6%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

1 2 3 4 5 6 7 8 910

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

44

45

46

47

48

49

50

51

52

53

54

55

56

57

58

59

60

61

62

63

64

65

Tapestry Segments | Snohomish County Residents

Top Resident Segments:

1. 12 Up and Coming Families 11.6%

2. 06 Sophisticated Squires 11.3%

3. 16 Enterprising Professionals 7.4%

4. 10 Pleasant-Ville 6.6%

5. 36 Old and Newcomers 6.6%


16 Enterprising Professionals (7.4%) – Indexed 395 against the U.S. average

Young, highly-educated, working professionals; either single or recently married (median HHI $65,000). Seek growth opportunities and go where the jobs are available, changing cities and

homes frequently. They are nomadic but very well connected through PDAs, Internet and cell

phones. They love to travel, go to concerts and movies and stay physically fit.

10 Pleasant-Ville (6.6%) – Indexed 401 against the U.S. average

Families, especially, middle-aged married couples who enjoy prosperous domesticity (median HHI $72,000). Settled and enjoy where they live; 12% are willing to commute more than 60

minutes to work. Home improvement is a priority but doing the projects themselves is not.

Spend leisure time dining out, going to ball games or vacationing. They enjoy traveling abroad,

especially on cruises.

36 Old and Newcomers (6.6%) – Indexed 323 against the U.S. average

These neighborhoods are in transition, populated by renters who are starting their careers or

retiring (median HHI $40,400). Purchasing preferences reflects their unencumbered lifestyles.

They also enjoy reading, going to the movies and renting movies. They stay active playing

racquetball and golf, as well as jogging or walking.


OVERNIGHT VISITOR WHO REPORT | U.S. CONSUMER SEGMENTS

U.S. Consumer Tapestry Segments

The chart below illustrates delivery within all the Segments for Snohomish County U.S. visitors

compared to that of Snohomish County residents.

NOTE: The U.S. market makes up 84% of visitors.

OBSERVATION: The U.S. Overnight Visitor Profile represents a greater range of Segments

than the Resident Profile, but is still skewed to the left, more affluent side of the chart.

Top U.S. Visitor Segment Descriptions: The U.S. average index sits at 100.

04 Boomburbs

Younger families with a busy, upscale lifestyle (median HHI $100,000+). Live a very active

suburban lifestyle, enjoying golf, tennis, and swimming. Tend to shop at higher end grocers.

Technologically savvy.

12 Up and Coming Families

Young, affluent families with small children and own new single-family homes (median HHI

$67,000). Very home and family oriented, spending leisure time attending ball games, going to

the zoo, and tend to purchase household basics.

02 Suburban Splendor

Maturing families with adolescent children who live in growing neighborhoods (median HHI

$114,000). Free time is spent with family, traveling, and self-improvement – physical fitness,

reading, and visiting museums. Tend to own the latest and greatest.


5.6%

7.7%

5.4%

5.5%

6.7%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

1 2 3 4 5 6 7 8 910

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

44

45

46

47

48

49

50

51

52

53

54

55

56

57

58

59

60

61

62

63

64

65

Tapestry Segments | Snohomish County Residents vs U.S. Overnight Visitors

Snohomish County Residents Snohomish County U.S. Overnight Visitors

Top U.S. Overnight Visitor Segments:

1. 04 Boomburbs 7.7%

2. 12 Up and Coming Families 6.7%

3. 02 Suburban Splendor 5.6%

4. 07 Exurbanites 5.5%

5. 06 Sophisticated Squires 5.4%


07 Exurbanites

Empty nesters who prefer open space with affluence, living on the urban fringe (median HHI

$80,000+). Actively involved in financial planning and investment tracking. Tend to be active in

their communities and enjoy outdoor pursuits such as golf, boating, hiking, vacationing, and home

projects.

06 Sophisticated Squires

Mostly married-couple families who enjoy country living on the urban fringe (median HHI

$79,000). Live very health conscious lifestyles, staying active and emphasizing nutrition. Do-it-

yourselfers who enjoy home improvement.


UNDERSTANDING THE CANADIAN MARKET

Prizm Segment Breakdown by LifeMode Group

The following chart lists all 66 PRIZM Segments under their respective Social Group.

As you read about your own consumer’s Segments in the following pages, use the below table

as a guide when matching those Segments with their corresponding Social Groups.

More Urban More Rural

$$$$ Urban Exurban Suburban Town Rural

U1 - Urban Elite E1 - Exurban Elite S1 - Subruban Elite

01 - Cosmopolitan Elite 07 - Winner's Circle 03 - Suburban Gentry

02 - Urbane Villagers 10 - Mr. & Mrs. Manager 06 - Nouveaux Riches

08 - Money & Brains 12 - God's Country 11 - Pets & PC's

09 - Furs & Philanthropy

U2 - Urban Young

04 - Young Digerati

15 - Electric Avenues

31 - Grads & Pads

U3 - Urban Upscale Ethnic

S2 - Suburban Upscale

Ethnic

13 - Continental Culture 05 - Asian Affluence

18 - Cluttered Nests 20 - Asian Up-and-Comers

33 - New Italy 21 - South Asian Society

37 - Old World Style 29 - Suburban Rows

E2 - Exurban Midscale

22 - Blue-Collar Comfort S3 - Suburban

23 - Fast-Track Families Francophone

30 - Exurban Crossroads 16 - Mini Van & Vin Rouge

41 - White Picket Fences 26 - La Vie est Belle R1 - Rural Midscale

47 - Les Québécois Sportifs 27 - Fields of Dreams

61 - Les Seniors 32 - New Homesteaders

S4 - Suburban Midscale 34 - Big Sky Families

14 - Upward Bound T1 - Town Midscale

U4 - Urban Mix 19 - Rods & Wheels 25 - Tools & Trucks

28 - Startups & Seniors E3 - Exurban Francophone 24 - Nearly Empty Nests 39 - Ontario Originals

51 - Lunch at Tim's 36 - Les Traditionnelles 38 - Grey Pride 40 - Heartlanders

53 - Mobility Blues 45 - Petites Banlieues 43 - Simple Pleasures 56 - Golden Ponds

54 - Crafting & Curling 50 - Villes Tranquilles

U5 - Urban Downscale

Ethnic

42 - Urban Spice

46 - Newcomers Rising

64 - Big City Blues

U6 - Urban Francophone

17 - Les Chics

48 - Jeunes et Actifs T2 - Town / Rural

52 - La Cite Nomade Francophone

66 - Survivre en Ville 35 - Le Québec Rustique

58 - La Vie Bucolique

U7 - Urban Downscale 65 - Bons Vivants R2 - Rural Downscale

44 - Rooms with a View 55 - Back Country Folks

49 - Daytrippers & Nightowls 57 - Down on the Farm

59 - Solo Scramble 63 - First Nations Families

60 - Single City Renters

$ 62 - Park Bench Seniors

DENSITY

Up

scale

Mid

scale

Do

wn

scale


OVERNIGHT VISITOR WHO REPORT | CANADIAN CONSUMER SEGMENTS

PRIZM segments, just as Tapestry segments do for the U.S. profile, take into consideration

things like income, occupation, educational attainment, ethnic origin, household composition,

marital/living arrangements, patterns of migration, mobility, communication and lifestyle and

media patterns for the Canadian population.

Canadian Consumer PRIZM Segments

Below is a chart that shows the Snohomish County Canadian visitor segments. The PRIZM

Segments are organized by level of affluence – Segment 1 is most affluent and 66 is the least

affleunt.

NOTE: The Canadian market makes up 16% of visitors.

OBSERVATION: Snohomish County Canadian visitors skew to the left, more affluent side of

the chart

Top Canadian Visitor Segment Descriptions: The Canadian average index sits at 100.

20 Asian Up-and-Comers

Successful, middle-aged Asian families, typically well-educated, middle-class (median HHI $84,000

Canadian) and ethnically diverse. Pursue energetic lifestyles: interest in community theatres,

casinos and food and wine shows. Early adopters, fond of the latest technology, often going

online for shopping, accessing news sites and social media.

03 Suburban Gentry

Wealthy (median HHI $170,000) middle-aged suburban, dual-income couples who are well

educated with large families. This segment has a professional tone. Tend to be big spenders,


8.0%

6.9%6.7%

7.3%

10.2%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

1 2 3 4 5 6 7 8 910

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

44

45

46

47

48

49

50

51

52

53

54

55

56

57

58

59

60

61

62

63

64

65

66

Prizm Segments | Snohomish County Overnight Visitors (Canadian Market)

Top Canadian Overnight Visitor Segments:

1. 20 Asian Up and Comers 10.2%

2. 03 Suburban Gentry 8.0%

3. 14 Upward Bound 7.3%

4. 08 Money and Brains 6.9%

5. 10 Mr. and Ms. Manager 6.7%


belonging to golf clubs, gambling at casinos, attending theater, football, golf, and hockey matches.

Stay active and take pride in healthy living.

14 Upward Bound

Upper-middle class (median HHI $100,000+), middle-aged suburban families with school-aged

children. Spend their leisure time getting exercise – jogging, skiing, aerobics and playing baseball.

The middle-aged adults enjoy going out to community theatres, casinos, sporting events and

rock concerts. These parents prefer a quiet evening at home than going to a party.

08 Money & Brains

Upscale, educated couples and families with high incomes (median HHI $127,000). Many are empty-nesters or married couples with university-aged children who live in older, urban

neighborhoods. Exhibit cultured lifestyles and enjoy the theatre, symphony, art galleries and the

ballet. A politically active cluster (community projects, volunteers) and philanthropic.

10 Mr. & Ms. Manager

Upscale (median HHI $126,000) working couples living in the exurban sprawl. Tend to be

prosperous executives who like their toys: boats, campers, snowmobiles and impressive

collections of sporting equipment. These families and couples enjoy outdoor activities like golf,

skiing, power boating and canoeing. Prefer exurban settings.


OVERNIGHT VISITOR WHO REPORT | TOP VISITOR SEGMENT COMPARISON

OBSERVATIONS:

• Overall, the U.S. segments are more affluent relative to home country. But, they

translate out to be very similar with conversion rate.

• Both profiles share inclinations towards active pursuits, being tech-savvy, fit-conscious, and a preference for an exurban lifestyle.

• Canadian visitors are a mix of couples and families. They trend in business focus,

implying business as a motive for visiting Snohomish County.

• U.S. visitors are more likely to have younger children as part of family makeup.

• Canadian segments are more ethnically diverse, most notably represented by high

concentrations of Asian ethnicities.

NOTE: Percentages for U.S. segments are based on U.S. visitors total, and Canada segments

for Canadian visitors total.

Example of correlated segments from U.S. and Canada:

13 In Style (U.S. segment)

• Professional couples who live in the suburbs but favor the lifestyle of city dwellers.

• Median age is 37.8 and median HHI is $65,000+.

• Physical fitness is an integral part of their lifestyle with many participating in Weight

Watchers and exercise programs.

• They enjoy dining out at The Cheesecake Factory and Chili’s Grill and Bar, watching E! and the Golf Channel, traveling domestically, and going to rock concerts and live theater

shows.

4 Boomburbs 7.7% 20 Asian Up-and-Comers 10.2%

12 Up and Coming Families 6.7% 03 Suburban Gentry 8.0%

2 Suburban Splendor 5.6% 14 Upward Bound 7.3%

7 Exurbanites 5.5% 08 Money & Brains 6.9%

6 Sophisticated Squires 5.4% 10 Mr. & Ms. Manager 6.7%

13 In Style 4.0% 29 Suburban Rows 6.3%

17 Green Acres 4.0% 11 Pets & PCs 5.9%

9 Urban Chic 3.1% 23 Fast-Track Families 5.4%

16 Enterprising Professionals 3.1% 21 South Asian Society 4.6%

3 Connoisseurs 2.8% 07 Winner's Circle 3.4%

* Exurbanites are more likely to be involved in community

* Winner's Circle is slightly less affluent, but their behaviors and living styles are the same

Top Visitor Segment Comparison

Canadian SegmentsU.S. Segments

* Slight income difference

* Very close, but Canada segments have more ethnic diversity


03 Suburban Gentry (Canada segment)

• A prosperous suburban world of dual-income couples who have university degrees and large families, typically with teens or university-aged children.

• Given its high percentage of managers, scientists, artists and government workers,

there’s a decidedly professional tone to this cluster.

• Rank near the top for operating a small business, owning business software and taking business trips.

• These consumers are big spenders who belong to golf clubs, gamble at casinos, go to the theatre and attend pro football, golf and hockey matches.

• Fitness conscious, they’re much more likely than average Canadians to jog, take aerobics

classes, and play golf and basketball.


CONSUMER LIFESTYLE REPORT

Understanding the Consumer Lifestyle Report

In addition to understanding consumer profiles and lifestyle segments, using ESRI’s Community

Tapestry system we can also understand very specific buying behaviors of a consumer base in

the U.S. By making comparisons between the lifestyles of Canadian and U.S. consumers,

comparisons can also be made between their specific buying behaviors. As explained previously,

the Consumer Lifestyle Report provides a detailed analysis of the audience under study for 37

separate Lifestyle and Media groups (see list below) in over 2,200 categories. Lifestyle and

media groups are very broad (“Shopping”) while sub-categories are much more specific

(“shopped at The Gap in the past 3 months”).

Complete list of all Tapestry Lifestyle and Media groups:

• Apparel • Internet

• Appliances • Leisure

• Attitudes • Mail / Phone / Yellow Pages

• Automobiles • Watch

• Automotive / Aftermarket • Read

• Baby Products • Listen

• Beverage / Alcohol • Personal Care

• Books • Pets

• Cameras • Restaurant

• Civic Activities • Shopping

• Convenience Stores • Smoking

• Electronics • Sports

• Financials • Telephone

• Furniture • Tools

• Garden Lawn • Toys / Games

• Grocery • Travel

• Health • Video / DVDs

• Home Improvement • Miscellaneous

• Insurance

The information on the following pages can be used as a guide to help you more fully

understand the What Report. When used correctly, this report will help you gain a much

deeper understanding of your consumers.


CONSUMER LIFESTYLE REPORT | READING THE LIFESTYLE REPORT CHARTS

All categories are indexed against the national average of people who exhibit that certain

lifestyle trait. An index of 100 is average, thus anything above a 100 index is above average and

anything below a 100 index is below average.

As an example, your consumers index 226 in eating at Chipotle Mexican Grill within the last six

months. This means your consumers are 2.26 times more likely to eat at Chipotle Mexican

Grill than the average U.S. consumer.

The Snohomish County U.S. Overnight Visitor Lifestyle Report data can be found in its entirety

on the Final BrandPrint CD; within the Excel document provided, specific behaviors and

businesses can be searched. The samples below are pulled from the Lifestyle Report raw data

and can help you understand this indexing system. Within each category, several examples of

high-indexing behaviors are provided as well as one or two examples of low-indexing behaviors

for comparison.

Restaurants Index

Fast food/drive-in last 6 mo: Chipotle Mex. Grill 226

Fam rest/steak hse last 6 mo: Cheesecake Factory 213

Fast food/drive-in last 6 mo: Panera Bread 198

Fast food/drive-in last 6 mo: Starbucks 194

Fam rest/steak hse last 6 mo: Red Robin 187


CONSUMER LIFESTYLE REPORT | SNOHOMISH COUNTY OVERNIGHT VISITORS

Below you will find example charts of the Consumer Lifestyle Report for Snohomish County

U.S. Overnight Visitors along with a short summary of the U.S. Lifestyle Report, including likely

similarities with Canadian visitor behaviors and key preferences.

Example charts from the U.S. Overnight Visitor Lifestyle Report

NOTE: 86% of total visitors come from the U.S.

Read Index

Read airline magazines 242

Read travel magazines 188

Read business/finance magazines 168

Read newspaper: business/finance section 159

Read two or more Sunday newspapers 146

Grocery Index

Shopped at grocery store/6 mo: Whole Foods Market 272

Shopped at grocery store/6 mo: Stop`N Shop 215

Used whole coffee beans last 6 mo: Starbucks 187

Shopped at grocery store/6 mo: Piggly Wiggly 70

Used whole coffee beans last 6 mo: Folgers 70

Leisure Index

Visited Disneyland (CA) in last 12 months 217

Attended classical music/opera performance/12 mo 191

Went to museum in last 12 months 189

Gambled in Las Vegas in last 12 months 181

Visited Disney World (FL)/12 mo: Animal Kingdom 176


Summary of Consumer Lifestyle Report

(Activities that directly correlate to top Canadian visitor segments have been bolded.)

Read

Snohomish County U.S. visitors are likely to pick up airline, travel, computer, and business /

financial magazines. When they read the newspaper, they are most likely to read the business /

financial section.

Watch

U.S. visitors to Snohomish County are likely to watch the Golf Channel as well as the show The

Office. They are also likely to have a digital video recorder (DVR). Visitors do not show interest in

shows like Divorce Court or Judge Judy.

Listen

Snohomish County’s U.S. visitors are overall very likely to listen to the radio. They are likely to listen

to talk radio as opposed to music. They enjoy news, public radio, sports, and talk radio. When

they do listen to music, it is likely to be classical.

Leisure

U.S. visitors enjoy going to amusement parks such as Disneyland, gambling in Las Vegas, and

visiting educational attractions such as museums. U.S. visitors are likely to enjoy cultural

activities such as live theater and classical music / opera performances while they also do enjoy

outdoor recreation.

Eat

U.S. visitors prefer higher quality fast food like Chipotle Mexican Grill and Panera Bread. They

are frequent Starbucks patrons, and when they go to a sit-down restaurant, they are likely to go

upscale at Cheesecake Factory.

Grocery

U.S. visitors show a likelihood to shop at higher-end grocery stores such as Whole Foods

Market. They are also likely to purchase gourmet / specialty coffee beans as opposed to Folgers

coffee.


CONSUMER AWARENESS AND PERCEPTION STUDY (CAP STUDY)

Purpose

The purpose of this study is to gain insight into consumer awareness, visitation, and perceptions

of Snohomish County. The survey measures:

• Overall top-of-mind perceptions of Snohomish County and immediate competitors

• Consumer visitation trends (frequency and nature of visitation)

• Consumer visitation drivers (business, leisure, friends and family)

• Strengths and weaknesses of Snohomish County with identified community attributes

• Measurements of Snohomish County quality of life indicators

• Measurement of Snohomish County strengths and weaknesses as a place to do business


An internet study was conducted among respondents in the Portland, OR MSA (100 responses)

and the Vancouver, British Columbia MSA (100 responses). A total of 200 surveys were

collected, allowing for a margin of error of +/- 6.89 at the 95% confidence level.

See Appendix D for unabridged CAP Study results.


Familiarity

• The map above was shown for aided awareness of the Snohomish County footprint. The

10% who marked “Not at all familiar” with Snohomish County at first were then shown this

map as an aid in determining familiarity. This 10% was then asked to determine their

familiarity with Snohomish County again. Those who were still unfamiliar with the County

were terminated from the survey.

• 65 respondents were not at all familiar with Snohomish County, and therefore were

terminated from the survey.

• The termination rate was 32.5%, which is below average.

• The chart on the following page illustrates respondent familiarity with Snohomish County after termination.

10% 9%

81%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Not at all familiar Somewhat familiar Very familiar

How familiar are you with Snohomish

County, WA?


Aided Familiarity

This was the terminating question for the survey.

• 200 responses were collected for the CAP Study.

o 100 – Portland, OR MSA

o 100 – Vancouver, British Columbia MSA

• Of those not terminated, 91% were Somewhat Familiar and 9% were Very Familiar (after

termination for lack of familiarity).

• Observation: Familiarity levels – both aided and unaided – were higher than expected.

When you first think of Snohomish County, what comes to mind?

• Mountains

o “Mountains, passes, beauty and nature.”

• Beauty, scenery, nature

o “Green forests, running streams, and wildlife.”

• Washington state

• Seattle

o “Close to Seattle.”

91%

9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Somewhat familiar Very familiar

How familiar are you with Snohomish

County, WA? (After termination)


Familiarity with competition

What comes to mind when you first think of the following communities?

Seattle – Pike Place Market, Space Needle, shopping, sports teams (Mariners,

Seahawks)

Kirkland – Costco, suburb of Seattle, small / community

Bellingham – Shopping / Bellis Fair Mall, college / Western Washington, close to

Canada / border

Bellevue – Expensive / high-end, shopping, suburb

Tacoma – Airport, Tacoma Dome, Museum

Spokane – Eastern Washington University, park / river, sports (teams, tournaments)

Mount Vernon – Shopping, outdoor recreation (skiing, hiking), tulips / Tulip Festival

Yakima – Agriculture / produce, Indian tribe / reservation, small, beautiful Vancouver, B.C. – Home, beautiful / scenic, large, Stanley Park

3%

13% 14% 15%21% 23%

35%40% 43%

47%

37%

55%

62%

63% 60%

52%

50% 47%

51% 50%

31%

23%16% 17%

13%10% 10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Seattle, WA Vancouver, BC Bellingham, WA Tacoma, WA Spokane, WA Bellevue, WA Kirkland, WA Mount Vernon, WA

Yakima, WA

How familiar are you with the following communities?

Not at all familiar Somewhat familiar Very familiar


Outdoor recreation association: Most respondents choose Vancouver as most strongly

associated with outdoor recreation.

Outdoor recreation association by markets: Both, visitors and non-visitors choose

Vancouver as most strongly associated with outdoor recreation. However, non-visitors also

very strongly associate Snohomish County with outdoor recreation.

1%

2%

2%

3%

3%

9%

12%

29%

41%

0% 10% 20% 30% 40% 50%

Kirkland, WA

Bellevue, WA

Yakima, WA

Bellingham, WA

Tacoma, WA

Spokane, WA

Mount Vernon, WA


Vancouver, BC

Which of the following communities do you most associate

with outdoor recreation?

0.6%

3.6%

2.4%

2.4%

1.2%

9.7%

32.7%

10.9%

36.4%

2.9%

2.9%

5.9%

11.8%

14.7%

61.8%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%

Kirkland, WA

Tacoma, WA

Yakima, WA

Bellingham, WA

Bellevue, WA

Spokane, WA


Mount Vernon, WA

Vancouver, BC

Which of the following communities do you most associate

with outdoor recreation?

Non-visitor Visitor


Outdoor recreation ranking: Most respondents rank Vancouver as most strongly associated

with outdoor recreation.

Describing Snohomish County: “Scenic” and “outdoorsy” best describe Snohomish

County.

Other: None of the above, snowboarding, no hotels

6.96

6.96

6.78

5.92

5.89

5.57

5.24

4.74

3.63

3.32

12345678

Kirkland, WA

Bellevue, WA

Tacoma, WA

Seattle, WA

Bellingham, WA

Yakima, WA

Spokane, WA

Mount Vernon, WA


Vancouver, BC

With your selection from the last question in mind, please take a look at

the options again; This time, please rank the communities which you

associate with outdoor recreation from 1 to 8.With 1 being "most associated" and 8 being "least associated"

5%

11%

12%

13%

13%

14%

15%

16%

17%

18%

18%

30%

32%

35%

37%

46%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Other

Waterfront

Boeing / avaiation

Diverse

Affordable

Shopping

Adventure

Good location

Casino

Friendly

Farming / agriculture

Recreation

Foothills of the Cascade Mountains

City and rural mix

Outdoorsy

Scenic

Which of the following words or phrases best describes the

Snohomish County, WA area? (CHOOSE TWO)


Outdoor activity participation: Many respondents enjoy the outdoors by driving scenic

byways and visiting national parks / wilderness areas.

Outdoor activity follow-up: Of these outdoor activities, respondents participate in “driving

scenic byways” most often.

6%

9%

10%

11%

14%

20%

20%

29%

33%

43%

52%

53%

60%

63%

0% 10% 20% 30% 40% 50% 60% 70%

Rock climbing

Equestrian

None / N/A

Off-roading

Golfing

Snow sports

Boating

River recreation

Biking

Wildlife watching

Hiking / backpacking

Camping

Visiting national parks/wilderness areas

Driving scenic byways

Which of the following outdoor activites do you particpate in?

0%

0%

1%

2%

3%

3%

4%

4%

5%

10%

12%

13%

18%

25%

0% 5% 10% 15% 20% 25% 30%

Off-roading

None / N/A

Rock climbing

Equestrian

Snow sports

River recreation

Boating

Golfing

Wildlife watching

Biking

Visiting national parks / wilderness areas


Camping

Driving scenic byways

Of those, which outdoor activity do you participate in

most often?


How far do you most often travel to participate in this activity?

• In terms of distance

o 50 to 100 miles (43%)

o Less than 50 miles (25%)

o 150 to 200 miles (15%)

• In terms of time

o Anywhere from 30 minutes to over 4 hours

What are the last three places you’ve traveled to participate in this activity?

• Oregon (the coast, Portland, the Bend)

• Vancouver

• Whistler

Where do you most often get information related to this activity?

• The internet (Google, Facebook, travel sites)

• Friends

• Other people, word of mouth


Description ratings: “Scenic” is the highest-rated descriptor of Snohomish County.

Description rating by market: Both, the Vancouver and Portland, markets rate “scenic” as

the best-fitting description of Snohomish County.

6.78

6.85

7.11

7.26

7.27

7.43

7.48

7.53

7.56

7.7

7.73

7.74

7.74

8

8.16

8.34

1 2 3 4 5 6 7 8 9 10

Convenient retail hub

Strong cultural scene

Historic

Affordable

Diverse activities

Strong ties to agriculture

Charming

Adventurous

Mix of city and rural assets

Genuine atmosphere

Clean

Friendly

Strong recreational opportunities

Good location between Seattle and Canada

Wilderness and mountains

Scenic

Based on your perceptions of Snohomish County, WA, how would you

rate the following descriptions on a scale of 1 to 10?With 1 being "does not match at all" and 10 being "is an exact description".

6.5

6.9

7.2

7.3

7.4

7.4

7.5

7.7

7.7

7.8

7.9

7.9

7.9

8.1

8.5

8.7

7

6.7

7.3

6.9

7.4

7.2

7.4

7.5

7.8

7.3

7.5

7.6

7.5

7.9

7.9

8

1 2 3 4 5 6 7 8 9 10

Convenient retail hub

Strong cultural scene

Affordable

Historic

Strong ties to agriculture

Diverse activities

Charming

Mix of city and rural assets

Friendly

Adventurous

Genuine atmosphere

Clean

Strong recreational opportunities

Good location between Seattle and Canadian border

Wilderness and mountains

Scenic

Based on your perceptions of Snohomish County, how would you rate

the following descriptions?1 being "does not match" and 10 is " an exact description".

Vancouver, BC Portland, OR


VISITING SNOHOMISH COUNTY

Reasons for not visiting: The biggest reason for not visiting Snohomish County is

unawareness of things to do there.

Other: Haven’t gotten around to it

83%

17%

Have you visited or been to

Snohomish County?

Yes

No

3%

6%

6%

6%

12%

21%

21%

26%

41%

0% 10% 20% 30% 40% 50%

Not interested in what it has to offer

No Passport

Prefer to visit other outdoor recreation areas in Washington

Other

Can’t afford it

Prefer to visit other cities in Washington

Too far away

Plan to visit in the future

Unaware of things to do there

Why have you NOT visited Snohomish County?


Attracting visitors: The majority of respondents would be more likely to visit Snohomish

County if there was a festival or event they were interested in taking place within the County.

Other: Having a passport

VISITATION The following questions were posed only to those who indicated that they have visited

Snohomish County.

5%

5%

12%

12%

15%

15%

21%

38%

41%

50%

53%

0% 10% 20% 30% 40% 50% 60%

Other

Nothing / If had to

More dining/hotel

Easy to follow itineraries

Nightlife / music

More arts and culture

More shopping variety

Discounts or package deals

If a friend or family member recommended it

More promotion of available offerings

A festival or event I was interested in

What would make you more likely to visit Snohomish County?

(CHOOSE ALL THAT APPLY)

54%

27%

6%

13%

0%

10%

20%

30%

40%

50%

60%

One time 2-3 times 4-5 times 6 or more times

How many times have you visited Snohomish County in

the past three years?


Primary purpose: The majority of respondents visited Snohomish County while passing

through the area.

Other: Family event, soccer tournament, lived in Washington

You mentioned you were just passing through Snohomish County. What was your final destination?

• Canada (Vancouver) – 28%

• Seattle – 17%

• Other parts of Washington (excluding Seattle) – 15%

• Oregon – 11%

• Idaho

• Los Angeles

• Everett

1%

1%

1%

1%

1%

1%

2%

2%

2%

3%

3%

3%

5%

5%

8%

15%

17%

28%

0% 5% 10% 15% 20% 25% 30%

Attend a festival or event

Outdoor adventure (BMX, downhill skiing, off-roading)

Business (other than a meeting or conference)

Dining

Visit a museum (other than aviation-related)

Attend a sporting event

Visit Future of Flight / Boeing tour

Visit aviation museums / activities other than Boeing

Attend a meeting or conference

Play or stay at the Tulalip Resort Casino and Spa

Take a ferry

Outdoor recreation (fishing, hiking, boating)

Visit wilderness or designated park lands

Other

See and drive a scenic drive or scenic byway

Go shopping

Visit family / friends

Passing through

What was the primary purpose of your most recent trip, or the ONE

main reason you travel to Snohomish County?


PERCEPTIONS

Trip Details: Everett is the most frequently visited community.

38%

62%

Did your perception of

Snohomish County change

once you visited the county?

Yes

No

1%

1%

1%

1%

1%

1%

2%

2%

3%

3%

6%

6%

6%6%

7%

10%

11%

12%

13%

21%

27%

28%

30%

43%

0% 10% 20% 30% 40% 50%

Brier

Darrington

Silvana

Stanwood

Sultan

Woodway

None, drove through

Gold Bar

Granite Falls

Bellingham

Other

Arlington

Mill Creek

Mountlake Terrace

Monroe

Lake Stevens

Edmonds

Mukilteo

Bothell

Marysville

Snohomish

Tulalip

Lynnwood

Everett

Which of the following communities / areas did you visit during

your most recent trip ?

97%

3%

Did your perception change

in a positive or negative way?

Positive

Negative

What was your perception of

Snohomish County before you

visited?

• Beautiful, scenic

• Nothing, didn’t know

• Friendly, good community

What changed your perception?

• Scenery, beauty

• Friendly people

• Spending time there, first experience

• Charming town


Trip activities: While in Snohomish County, most respondents ate at restaurants.

Other: stayed with relatives, went to the spa

Activity follow-up: Seattle Premium Outlets are the most popular among respondents.

Other: don’t remember, small shops

1%

2%

2%

2%

2%

2%

3%

3%

4%

4%

4%

4%

5%

7%

8%

8%

10%

12%

13%

13%

18%

20%

22%

27%

29%

42%

52%

0% 10% 20% 30% 40% 50% 60%

Attend a performance at a performing arts venue

Visited aviation museums / activities other than Boeing

Visit a museum (other than aviation-related)

Attend a sporting event

Visited Jetty Island

Attended a sporting event

Went antiquing

Conducted business (other than a meeting or conference)

Attended a festival or event

Visited Future of Flight / Boeing tour

Attended a meeting or conference

Driving through

Other

Played at the Tulalip Resort Casino and Spa

Visited a casino (other than the Tulalip Resort)

Visited a winery, brewery, or distillery

Visited a farm or farmers market

Took a ferry

Visited wilderness or designated park lands

Walked / biked a trail

Outdoor recreation

Stayed overnight in a local motel, hotel or lodge

Visited a main street area

Visited family / friends

Drove on a scenic drive or scenic byway

Went shopping

Ate at restaurants

While you were visiting Snohomish County, which of the following

did you do?

3%

3%

4%

6%

7%

9%

9%

29%

36%

46%

0% 10% 20% 30% 40% 50%

Bellingham

Don't remember

Bothell's Country Village

Edmonds

Other

Downtown Everett

City of Snohomish

The Everett Mall

Alderwood Mall

Seattle Premium Outlets

Where did you go shopping?


Activity follow-up: Centennial trail is the most frequently used trail among respondents.

Other: Mt. Baker, around town

Outdoor activities: Most respondents choose “none / N/A” as their answer.

Other: walking, soccer, hockey

10%

14%

19%

19%

33%

0% 5% 10% 15% 20% 25% 30% 35%

Other

Lowell Riverfront Trail

Interurban Trail

Can't remember

Centennial Trail

Which trail did you walk/bike?

0%

0%

0%

1%

1%

1%

1%

1%

1%

1%

1%

1%

2%

3%

4%

5%

5%

5%

5%

12%

12%

15%

60%

0% 10% 20% 30% 40% 50% 60% 70%

BMX

Snowmobiling

Balooning

Watched salmon spawning

Rock climbing

Wilderness training

Downhill skiing

Cross-country skiing

Off-roading

Kiteboarding

Equestrian

Skydiving

Kayaking / rafting

Boating

Golf

Fishing

Biking

Birdwatching

Other

Camping

Wildlife viewing


None / N/A

While you were visiting Snohomish County, which of the

following outdoor recreation activities did you do?


Outdoor recreation rating: Overall, Snohomish County receives very good outdoor

recreation ratings from respondents.

Community attribute rating: Scenic beauty is the most highly rated community attribute.

6.86

7.5

8

8

8.13

8.2

8.29

8.4

8.56

8.68

9

9

9

9

9.5

9.5

10

10

10

1 2 3 4 5 6 7 8 9 10

Other

Fishing

Watched salmon spawning

Kayaking / rafting

Birdwatching

Camping

Golf


Biking

Wildlife viewing (other than birdwatching or salmon)

Boating

Downhill skiing

Kiteboarding

Skydiving

Off-roading

Equestrian

Rock climbing

Wilderness training

Cross-country skiing

Please rate your outdoor recreation experience based on your most recent

visit by each activity on a scale of 1-10.With 1 being "poor" and 10 being "excellent".

7.69

7.84

7.98

7.99

7.99

7.99

8.03

8.14

8.18

8.19

8.21

8.24

8.28

8.3

8.32

8.36

8.54

1 2 3 4 5 6 7 8 9 10

Signage

Appeal of area attractions

Arts and cultural venues

Appearance of cities / towns

Shopping variety

Dining options

Quality of higher-end shopping / dining

Participatory sports facilities

Walkable downtowns

Lodging options

Spectator sports facilities

Recreation service providers

Gambling / gambling options

Recreation opportunities

Family-friendly offerings

Meetings and convention facilities

Scenic beauty

Based on your past experiences, how would you rate the following

community attributes of Snohomish County using a scale of 1-10?With 1 being "poor" and 10 being "excellent".


Experience rating: Festivals and special events are the most highly rated experiences, with

knowledgeable staff close behind.

Defining Snohomish County: Diverse outdoor recreation options are most important to

Snohomish County’s identity.

Other: its citizens, overall diversity

7.58

7.79

7.9

7.92

8.05

8.07

8.13

8.15

8.15

8.22

8.34

8.4

8.44

8.45

1 2 3 4 5 6 7 8 9 10

Uniqueness

Affordability

Accessibility

Overall value

Entertainment options

Historic experiences

Wildlife viewing experiences

Arts and cultural interactions

Quality of experience delivered by area attractions

Nature experience

Agricultural experiences

Hospitality of staff (hotel staff, guides, etc.)

Knowledgeable staff (hotel staff, guides, etc.)

Festivals and special events

Based on your past experiences, how would you rate the following

experiences in Snohomish County using a scale of 1 to 10?With 1 being "poor" and 10 being "excellent".

2%

4%

5%

8%

8%

15%

15%

17%

26%

0% 5% 10% 15% 20% 25% 30%

Don't know

Indigenous cultures

Other

Connection to agriculture

Casinos / gambling

Rural / more open space

Shopping options

Boeing / aviation-related assets

Diverse outdoor recreation options

Which of the following is most important to Snohomish

County's identity?


Why do you consider this to be most important to Snohomish County’s identity?

• Diverse outdoor recreation options

o “The woodsy area is perfect for most outdoor activities!”

• Boeing / aviation-related activities

o “It's the most famous. In fact, family recently did the Boeing tour, and now I want to go.”

• Shopping options o “Right now, with gas prices so high, getting people to want to go to a place to shop is tricky.

Snohomish County has a lot of reasons to go shopping, for locals and tourists.”

• Rural / more open space.

o “It's incredibly gorgeous. You completely get the sensation of living outdoors while having all

the comforts of city life.”

Community attributes: Snohomish County’s diverse outdoor recreation options are

regarded as its most important attributes.

Other: waterfront, golfing, family

7.62

4.74

4.46

4.46

4.28

4.01

3.41

3.03

12345678

Other

Casinos / gambling

Connection to agriculture

Indigenous cultures

Boeing / aviation-related assets

Shopping options

Rural / more open space

Diverse outdoor recreation options

Having selected what is most important to Snohomish

County's identity earlier, please rank that response below.

With1 being "most important" and 8 being "least important."


ALL RESPONDENTS

The remaining questions were posed to all respondents, regardless of whether or not they have visited

Snohomish County.

In your opinion, what is different about the outdoor recreation offerings of

Snohomish County compared to other destinations in the Greater Seattle area?

• Good mix of natural beauty and urban amenities

o “Good integration of urban development with the natural landscape.”

o “It offers the best of city and country with lots of outdoors activities.”

• Small town feel, more authentic wilderness o “It is a 'small town' feeling along with great people.”

o “It's more 'wild'. More of wide-open spaces, like you're really ‘roughing it’.”

• More space, not as crowded.

o “It has a more of a relaxed atmosphere; you feel like you are really on vacation and not just

in another city.”

o “It has more space, is more rural - not in the city so you feel more relaxed and like you are

getting away.”

IMAGINATION EXERCISE

Thinking with your most creative mind, what comes to mind for the following

categories when you think of a destination that is easily accessible by I-5 but offers

an incredible diversity of small towns, wilderness and outdoor adventure?

• Colors

o Greens

o Blues

o Earth tones, fall colors

• Images

o The outdoors (trees, open skies, trails)

o Mountains

o Water (Rivers, lakes)

• Activities

o Outdoor recreation (hiking, biking etc.)

o Camping

o Shopping


DEMOGRAPHICS

6%

15%

26%

24%

15%

10%

4%

2%

1%

0% 5% 10% 15% 20% 25% 30%

Prefer not to answer

less than $24,999

$25,000-$49,999

$50,000-$74,999

$75,000-$99,999

$100,000-$149,999

$150,000-$199,999

$200,000-$249,999

more than $250,000

Which of the following levels matches your total household income?

46%

55%

What is your gender?

Male

Female

5%

14%

20%

20%

21%

17%

6%

0% 5% 10% 15% 20% 25%

75 or over

65-74

55-64

45-54

35-44

25-34

18-24

Under 18

Which of the following includes your age?

snohomish county, wa brandprint report april 12, 2013 · snohomish county, wa brandprint report...

Documents