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North Star Destination Strategies April 12, 2012
Snohomish County, WA
BrandPrint Report
April 12, 2013
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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
Purpose, Methodology & Results 16
ONLINE COMMUNITY-WIDE SURVEY 22
Purpose, Methodology & Results 22
OVERNIGHT VISITOR ORIGIN STUDY 35
Purpose, Methodology & Results 35
PROFILING STUDY 38
Purpose, Methodology & Results 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
Purpose, Methodology & Results 55
DIGITAL BRAND NETWORK – ONLINE REPUTATION MONITORING 75
Purpose, Methodology & Results 75
STAKEHOLDER PERCEPTION STUDY 79
Purpose, Methodology & Results 79
COMPETITIVE ANALYSIS 83
Purpose, Methodology & Results 83
INSIGHTS 88
WHERE THE BRAND SHOULD BE 88
INSIGHTS ABOUT SNOHOMISH COUNTY 89
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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
Purpose, Methodology 158
CONSUMER AWARENESS AND PERCEPTION STUDY 159
Purpose, Methodology 159
APPENDIX A: STAKEHOLDER VISION SURVEY OPEN-ENDED RESPONSES
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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
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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
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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
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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
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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.
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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
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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
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OVERNIGHT VISITOR ORIGIN DOT-DENSITY MAP
Snohomish County, WA
OVERNIGHT VISITORS
United States and Canada
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SNOHOMISH COUNTY PROFILING STUDY
Purpose
A Profiling Study was conducted to understand the County’s residents’ and target audience’s
lifestyles in detail.
Methodology & Results
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.
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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.
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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.
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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%
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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%
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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%
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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.
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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.
$$$ Affluence Range $
5.6%
7.7%
5.4%
5.5%
6.7%
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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%
Snohomish County BrandPrint | North Star Destination Strategies 45 of 159
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.
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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
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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,
$$$ Affluence Range $
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%
Snohomish County BrandPrint | North Star Destination Strategies 48 of 159
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.
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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
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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.
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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.
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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
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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
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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.
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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
Methodology & Results
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.
Snohomish County BrandPrint | North Star Destination Strategies 56 of 159
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?
Snohomish County BrandPrint | North Star Destination Strategies 57 of 159
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)
Snohomish County BrandPrint | North Star Destination Strategies 58 of 159
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
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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
Snohomish County, 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
Snohomish County, WA
Mount Vernon, WA
Vancouver, BC
Which of the following communities do you most associate
with outdoor recreation?
Non-visitor Visitor
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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
Snohomish County, 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)
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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
Hiking / backpacking
Camping
Driving scenic byways
Of those, which outdoor activity do you participate in
most often?
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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
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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
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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?
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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?
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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?
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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
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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?
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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
Hiking / backpacking
None / N/A
While you were visiting Snohomish County, which of the
following outdoor recreation activities did you do?
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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
Hiking / backpacking
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".
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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?
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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."
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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
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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?