Olympic Peninsula, WA Final Research Report
June 13, 2014
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TABLE OF CONTENTS INTRODUCTION ABOUT NORTH STAR DESTINATION STRATEGIES ABOUT THE BRANDPRINT PROCESS
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EXECUTIVE SUMMARY BRANDING PARTNERS UNDERSTANDING STRATEGIC BRAND PLATFORM
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UNDERSTANDING WHERE THE BRAND HAS BEEN AND WHY In-Market Study Purpose, Methodology, & Results Online Stakeholder Vision Survey Purpose, Methodology, & Results Consumer Tapestry Study An Introduction to Consumer Tapestry Purpose, Methodology, & Results Tapestry Segment Breakdown by LifeMode Group
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TABLE OF CONTENTS Tapestry Who Report | LifeMode Groups Consumer Profile Mapping | Overnight Visitors (World Map) Consumer Profile Mapping | Overnight Visitors (National Map) Consumer Profile Mapping | Overnight Visitors (Canada) Consumer Profile Mapping | Overnight Visitors (Regional Map) Consumer Profile Mapping | Top 10 U.S. Overnight Vis. Mrkts. Inquiry Profile MappingTABLE | Top OF 10 CONTENTS Inquiry Markets Market Commonalities| Residents Vs.Overnight Visitors Tapestry What Report | Understanding the What Report Tapestry What Report | Reading the What Report Tapestry What Report | Resident What Report Tapestry What Report | Overnight Visitor What Report Online Brand Monitoring Study Purpose, Methodology, & Results Consumer Awareness & Perception (CAP) Study Purpose, Methodology, & Results Perception Study Purpose, Methodology, & Results Competitive Analysis
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TABLE OF CONTENTS Purpose, Methodology, & Results
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INSIGHTS OLYMPIC PENINSULA BRAND PLATFORM
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EVALUATION HOW IS THE BRAND PERFORMING? Tapestry Profile Study Purpose, Methodology, & Results Consumer Awareness & Perception Study Purpose, Methodology, & Results
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INTRODUCTION ABOUT NORTH STAR DESTINATION STRATEGIES North Star Destination Strategies comprises over two dozen talented individuals dedicated to growing destination 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 Olympic Peninsula’s most relevant and distinct promise. From that promise, we create a strategic platform intended to generate a brand position in the minds of visitors. 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. The following report includes all phases completed to date: Understanding, Insights, and Evaluation.
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EXECUTIVE SUMMARY BRANDING PARTNERS: The Olympic Peninsula Tourism Commission contracted with North Star Destination Strategies to determine and define the area’s true, unique and relevant destination brand position to stand out in the marketplace. The Olympic Peninsula Tourism Commission is the region’s destination marketing organization (a cooperative partnership between Neah Bay; Sequim; Port Angeles; Shelton/Mason County; Port Ludlow; Port Townsend; Clallam Bay and Sekiu; Forks and La Push; Port Hadlock-Chimacum-Nordland-Irondale; Amanda Park and Quinault; Kalaloch; Quilcene and Brinnon). The Tourism Commission is responsible for protecting and promoting the consumer brand of the area to visitors and potential visitors.
The following Executive Summary represents a snapshot of the critical highlights from the Understanding and Insights stages of the BrandPrint process. Detailed findings are compiled in the Research BrandPrint report that follows.
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EXECUTIVE SUMMARY UNDERSTANDING (Research findings): North Star conducted more than a dozen pieces of research to identify what differentiates the Olympic Peninsula from its competitors. By examining the community (stakeholders), consumers (visitors, regional and state tourism officials and meeting/convention planners) and the competition (neighboring and other communities), North Star determined a strategy for the destination to assert across all tourism assets to implement an effective, meaningful and relevant brand. Research identified that the Olympic Peninsula is described as a beautiful, scenic region west of Seattle. It’s a place commonly associated with adventure travel because of the area’s diverse landscapes. Visitors can enjoy mountains, lakes, rivers, beaches and rain forests all in one compact location – the Olympic National Park. The Olympic National Park was unanimously seen by residents, visitors and competitors as the top asset on the Olympic Peninsula. In addition to describing the region as a whole, research participants also described the different communities that comprise the Olympic Peninsula. Outsiders in the Seattle and Portland areas were most familiar with Port Angeles, Port Townsend, the Olympic National Park, Sequim and Forks, respectively. Port Angeles was described as a beautiful small town with a port; Port Townsend was viewed as a quaint Victorian seaside town; (continued on next page) 7
EXECUTIVE SUMMARY Olympic National Park was strongly associated with being a scenic location known for hiking and rain forests; Sequim was noted for its lavender, seafood, and dryer climate; and finally, Forks was linked to Twilight, rain and beaches. The Olympic Peninsula was rated among its competitors in the Pacific Northwest as a leading location for outdoor adventure, diversity (in terms of scenery and activities), peacefulness and scenery by travelers that are familiar with the area. The majority of visitors said their primary purpose for visiting the Olympic Peninsula was to drive the loop, participate in outdoor recreation or visit family and friends. With these visitation drivers in mind, it’s not surprising that research revealed that the Olympic Peninsula’s connection to nature is most important to the region’s identity.
According to research, the greatest challenges facing the Olympic Peninsula in terms of attracting more visitors include accessibility, transportation options, cell phone service, seasonality of attractions, few high-end lodging options, the distance around the region and the Olympic Peninsula Tourism Commission’s limited marketing budget. From a resident’s perspective, shaping a cohesive message that would be inclusive of all the communities on the Olympic Peninsula was viewed as a primary challenge. Tourism professionals across the Pacific Northwest agreed that a cohesive message would be beneficial since many outsiders are unaware of all the destination offers. 8
EXECUTIVE SUMMARY Moving forward, research revealed the region’s greatest opportunities are developing an allinclusive resource for visitor information, developing interest-based itineraries, helping local businesses build a stronger digital presence, more marketing and promotion of the region and focusing on outdoor recreation opportunities. Many voices from research agreed that the region already has a wealth of outdoor pursuits for visitors to enjoy. In order to reach a larger audience, the assets need to be further developed and promoted in a more consistent way.
As reviewed in the Insights section of this Research Report, the Olympic Peninsula’s competitive advantage is its powerful connection to nature. By visiting the Olympic Peninsula visitors are able to truly experience nature by seeing a diverse range of scenic and complex ecosystems in one setting. A retreat on the Olympic Peninsula provides visitors with a chance to experience solitude, be inspired, discover unspoiled nature and see the wonders of wildlife. In conclusion, a trip to the Olympic Peninsula leaves a lasting impression on visitors because the nature experience is, in many ways, considered otherworldly.
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STRATEGIC BRAND PLATFORM Strategic Brand Platform North Star funnels strategic insights for the brand into a single sentence, the brand platform. The brand platform is used as a filter for the formation of creative concepts and implementation initiatives. All communications, actions and product development should connect to the essence of this relevant and defining statement.
Target Audience:
For those on a quest for sublime serenity and scenery,
Frame-of-Reference:
the Olympic Peninsula lives in the northwestern most point of the contiguous United States,
Point-of-Difference:
where she presents timeless landscapes that shimmer with a mystical, otherworldly beauty
Benefit:
allowing you to transcend the ordinary.
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UNDERSTANDING Where the Brand Has Been and Why This stage addresses the community’s current brand positioning. We assess the environment; demographics and psychographics of residents; perceptions of visitors, residents, and stakeholders; current communications and the competition. Most importantly, we gather input from the Olympic Peninsula and its constituents. We are looking for current attitudes regarding the brand. We are also trying to spot behavioral trends that exist around that brand. This stage is critical because it uncovers the relationship between three factors: the community's physical qualities, communication materials, and the position the community holds in the minds of its consumers.
Olympic Peninsula’s BrandPrint
Vision of Community
Competitive Opportunity
Perception of Consumers & Influencers
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IN-MARKET STUDY Purpose The purpose of the In-Market Study is to gain an understanding of the perceptions and attitudes of Olympic Peninsula residents and stakeholders towards their community and to experience first-hand what makes it a unique destination for visitors.
Methodology & Results The following summary reflects observations and input received during the North Star Destination Strategies In-Market visit from February 9-14, 2014. The information is not meant to be all-inclusive, but rather highlight the most common themes experienced on the trip. This includes an area familiarization (FAM) tour, stakeholder focus groups, stakeholder one-on-one interviews and local community one-on-one perception interviews.
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MATERIALS REVIEWED Materials Reviewed This is a sampling of the materials reviewed as part of the Research and Materials Audit, prior to the In-Market Study. Digital Files •
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Adventure Media Monthly Reports for December 2011 + January, February, August, July, June, April, March 2012 + Annual Summary in January 2011 (Word) Adventure Media Monthly Reports for JanuaryJune, September and October 2013 (Word) Inquiry Leads for Go-Washington.com, Port Townsend, Sunset Magazine, Travel 50, TravelGuidesFree.com, etc. (Excel) City of Sequim Logo Presentation (PDF) Sequim City Profile (Word) Sequim City Background Info for NS (Word) Clallam Bay Sekiu Info (Word) Forks’ 5 Fay Trip Planner (PDF) Twilight Trivia Test and answers (PDF)
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Various images and videos of the Hood Canal area (JPEG) The Emerald Towns of the Hood Canal (PDF) “Come Take a Look” Clallam Bay Seiku Info (PDF) Forks’ Emails and Additional Info (PDF) La Push descriptive blurb (PDF) Neah Bay and Neighboring Areas Brochure (PDF) Port Angeles Travel Brochure (PDF) Port Ludlow and Port Hadlock descriptive blurb (PDF) 2011 Port Townsend Brochure (PDF) Destination Sequim Brochure (PDF) Olympic Peninsula Culinary tour (PDF) Olympic Peninsula “Four Days of Fun” (PDF)
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MATERIALS REVIEWED Digital Files (Continued) • • • •
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Olympic National Park Waterfall Trail Tour (PDF) Olympic Peninsula Art & Architecture (PDF) Travel Writer Itinerary (PDF) Kalaloch Lodge Facility Map and brochure (PDF) Lake Crescent Lodge brochure (PDF) Lake Quinault Lodge map and brochure (PDF) Sol Duc Hot Springs Brochure (PDF) Forks Motel Brochure (PDF) Holiday Inn Express Sequim Brochure (PDF) Port Angeles Red Lion brochure (PDF) The Resort at Port Ludlow brochure (PDF) Culinary Adventure Routs (PDF) Olympic Peninsula Visitors Guide (PDF) Welcome to Washington State’s Olympic Peninsula (PDF) Olympic Peninsula Tourism highlights 2012 (PDF) Spring 2012 Marketing Campaign Status Updates (Word)
Spring 2012 Marketing Campaign Budget (Excel) • Olympic Peninsula travel Planner (PDF) • 2014 Media Kit for NW Travel Magazine (PDF) • 2013 Media Reports (Various Word) • ONP Animals: Butterflies, Mammals/Amphibians/Reptiles, Marmots, and Threatened/Endangered species (PDF) • ONP Camping and Hiking: Day Hikes, Campgrounds, Kalaloch Campground Map, 2010 info, and Queeta area (PDF) • ONP Forests: Doeswallips Area, Forest of Giants, Heart o’ the Hills, Hoh Rain Forest, Olympic Rainforest, Sol Duc Hot Springs Area, and Staircase Area (PDF) • ONP General Info: Euro-American History, Weather and Climate, Visitor Center, Geology of Olympic Peninsula, Ancient Peoples and Area tribes, and accessible facilities •
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MATERIALS REVIEWED Digital Files (Continued) • • • • • • •
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ONP Water areas: Kalaloch, Lake Crescent, Lake Ozette Area, Mora- La Push area, Quinault ONP Mountains: Deer Park, Hurricane Ridge (PDF) ONP Map + Overviews in English and Chinese (PDF) Visitor center and town info (WORD) Various photos (JPEG) Port Angeles Info (Word) December 2012 + September 2013 Room Tax Reports (Excel) Lavender Farm info + Lavender Festival (PDF) Culinary Map (PDF) Olympic Peninsula Waterfall Trail (PDF) Winery of the Olympic Peninsula (PDF) Black Ball Ferry Line Brochure (PDF) All Points Charters and Tours (2) (PDF) 2012-2013 TP Source report (Excel) Twilight Trivia Tests (PDF) Twilight Map (PDF)
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2012-2013 Visitor Count Info (Word) 2012-2013 Webstat reports (Various)
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MATERIALS REVIEWED Hard Copies • • • • •
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Wind Rose Cellars flyer Olympic Peninsula Must Sees info sheet Olympic Peninsula 2013 Tourism Highlights Why Forks? Info sheet Victoria: Port Angeles Ferry Schedule (multiple) Sequim & Port Angeles Real Estate Guide (3) Rocket Transportation flyer (multiple) Sequim COC October 2013 Calendar (2) Sequim COC Restaurant Guide (2) Sequim COC Community Profile (2) Kenmore Air Express: Wing it! Flyer Olympic Game Farm brochure (multiple) Olympic Theater Arts Center in Sequim brochure (2) Sequim School District No.23 highlights flyer Blue Mountain Transfer Station & Recycling Center card (2) Dungeness Line Bus guide (2) Sequim Visitor Information Center card (2) Sequim Lavender Grower’s Association Driving Guide (2)
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New Dungeness Lighthouse pamphlet (multiple) Sequim Aquatic Recreation Center flyer (2) Country Wide Classified Oct 9, 2013 (2) Sequim, Washington Visitors Guide 20132014(multiple) Nash’s Organic Produce brochure (multiple) Fall 2013 Sailing Schedule: Washington State Department of Transportation (2) Port Angeles: The Authentic Northwest Map Port Angeles: The Authentic Northwest 2013 Visitors guide (2) Branding Sequim Presentation Visit Quilcene Historical Museum flyer (2) Olympic Music Festival: Concert in the Barn 2013 season Quilcene National Fish Hatchery brochure A week of Fun in Sequim Washington brochure (2) Sequim Washington: Your Wedding Destination flyer 16
MATERIALS REVIEWED Hard Copies (Continued) • • • • • • • • • • • • • • • •
Sequim Washington Maps and Lodging Guide (2) Port Townsend Coupon Book Port Townsend School of Woodworking Brochure Port Townsend & Eastern Jefferson County event guide Jefferson County Chamber of Commerce 2013 Membership Directory Jefferson County Chamber of Commerce November 2013 Newspaper Port Townsend Marine Science Center flyer What is KPTZ? Radio flyer Wooden Boat Chandlery flyer Centrum Membership guide Northwest Maritime Event & Conference Center flyer Octopus Gardens Diving Shop flyer Daily Bird Pottery Flyer Mt. Townsend Creamery flyer Jefferson County Historical Society flyer Key City Public theater events flyer
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Northwind Arts Center brochure Port Townsend Aero Museum brochure Lobo’s Trading Post Parasailing flyer Wilder Bee Farm flyer Port Townsend & Olympic Peninsula Getaway Magazine Olympic National Park Summer Newspaper 2013 Bicycling the Olympic Peninsula guide and map (multiple) Port Ludlow Area Trails pamphlet West Jefferson County Area Trails pamphlet Brinnon and Quilcene Area trials pamphlet Olympic Peninsula Waterfall Trail tourism brochure (multiple) Port Ludlow’s Artists’ League flyer Whitney Gardens and Nursery brochure Chimacum Woods Premier Nursery flyer Eaglemount Wine & Cider Tasting Room flyer Port Townsend Farmers Market flyer Olympic National Park map Olympic Peninsula Activity guide and map Seawulff Sailing Charter flyer 17
MATERIALS REVIEWED Hard Copies (Continued) • • • • • • • • • • • • • • • • • • • •
Loony Hollow Guest House on Dabob Bay brochure Kia Ora Day-Sailing Charters flyer Rain Forest County Adventure Map Kayak Brinnon @ Pleasant Harbor flyer (2) Smitty’s Island Retreat RV Park flyer Elk Meadows B&B flyer Kalaloch Lodge flyer (multiple) Beach Cottages on Marrowstone Island information and rates The Fireside Culinary events calendar The Hadlock Motel brochure Port Ludlow Street Map and Hiking Trails Marrowstone Vineyards Wine Tasting flyer Port Ludlow Destination Postcard Port Ludlow Marina rates (2) The Ajax Café info flyer Red Dog Farm 2013 CSA program MVCOHO Magazine 2013-2014 Challam Bay Sekiu map and guide Forks: Town Spotlights brochure Explore Hood Canal brochure (multiple)
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10 Reasons to Escape to Port Townsend brochure Lewis and Clark Commemorative Edition State Map Olympic National Park: Park Overview The Strait of Juan De Fuca Highway: State Route 112 Guide The Olympic Discovery Trail: Adventure Route Segment Olympic Wilderness Trip Planner 5 Day trips on the West Side of the Olympic Peninsula (multiple) RV Parks of the North Olympic Peninsula brochure Dungeness Kayaking flyer Sequim Lavender Farm Faire 2013 brochure Port Angeles Heritage tours flyer Forks Twilight Map Lake crescent Lodge flyer Sol Duc Hot Springs Resort flyer 11th annual Dungeness Crab & Seafood Festival brochure Bella Italia: Port Angeles flyer 18
MATERIALS REVIEWED Hard Copies (Continued) • • • • • • • • • • • • • • • • •
Lake Quinault Lodge flyer (multiple) The Cedars at Dungeness Gold Course rates and info Elwha River Casino flyer Red Lion hotel flyer The Resort at Port Ludlow brochure Clallam Transit Bus Schedule January 2012 Expeditions NW brochure All Points Charters & Tours flyer Bugler: Olympic Park Summer Newspaper 2011 Bugler: Olympic Park Winter Newspaper 2012-2013 Stephanie Meyer Day: Forks, Washington brochure Twilight Foot Tours brochure Forks Twilight tour flyer Experience Twilight brochure Lake Quinault Hiking Trials and Activates Guide Lake Quinault Vacation homes flyer Lochaerie Resort on Lake Quinault brochure
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Lake Quinault & the Quinault Rain Forest brochure Lake Quinault: Valley of the Rain forest Giants trail maps Lake Quinault Museum flyer Quinault River Inn flyer Forks Twilight map Forks COC information and vicinity guide Sales tax for the City of Forks (various years) Forks 2014 Calendar of events Forks Athletic & Aquatic Club brochure Old Mill Archery Range flyer Salon 305 brochure and prices North Olympic Land Trust Trails of Senses Interpretive Hike University of Washington Natural Resources Center brochure The Duncan Cedar info sheet Wildlife to look for in Washington’s forest The Legend of the Douglass Fir Cone Pet Guide for Forks and Olympic National Park 19
MATERIALS REVIEWED Hard Copies (Continued) • • • • • • • • • • • • • • • • • • • •
Sv. Nikolai Monument info sheet Forks Washington “Guy’s List” Photography Video Sketching Policy of the Quileute Nation of La Push, WA Forks timber Museums brochure flyer Allen Logging Company brochure Sunset lanes Snack Bar flyer and menu Fork’s Bites Restaurant Guide James Island brochure Welcome to Forks Historical Walking Tour brochure Forks Shopping Guide Forks, Washington Logging & Mill Tour Forks and Surrounding Areas Lodging Guide Quillayute River Resort flyer Manitou Lodge Bed and Breakfast flyer Miller Tree Inn Bed and Breakfast flyer Olympic suites Inn Flyer Quileute Oceanside Resort flyer Cycle Camp Inc. flyer Forks 101 RV Park flyer The Lost Resort flyer
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A Cozy River House flyer Sully’s Burgers Menu and brochure Three Rivers Resort Menu and brochure South North Garden Menu and brochure JT’s Sweet Stuffs Menu and brochure Home Slice Take and Bake Pizza Menu and brochure COC Fishing Guides & Charters La Push Kayak flyer Kayak Mountain Bike Raft the Olympic Peninsula brochure Olympic Raft and Kayak brochure Fish Washington! Flyer Top Notch Ocean Charters flyer Hungry Bear Café flyer Makah National Fish Hatchery guide Fish of Olympic National Park info Quinault National Fish Hatchery info Rain Forest Country Adventure Map: West Jefferson County
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MATERIALS REVIEWED Hard Copies (Continued) • • • • • • • •
Rain Forest Horse Rides flyer Olympic National Park Fish & Shellfish Regulations Shelton’s Best Downtown Guide & Map Mason County Recreation Map Mason County Restaurant Guide Mason County Hikes & Walks Map Shelton/Mason County Chamber: BIGHT Fall 2013 Various contact cards
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IN-MARKET STUDY Most Mentioned Assets • • • • • • • • • • • • • • • • • • •
Aquaculture Whale trail; whale watching Farms/ Cideries Local grocery stores/ farmers markets Port Ludlow Inn Lake Quinault Lodge Lake Crescent Lodge Port Townsend – seaside Victorian town Fort Wordren Wooden Boat Festival Strange Brew Fest Olympic National Park Port Townsend Marine Science Center Irrigation Festival Lavender Farms Proximity to Seattle and BC 101 Loop Dungeness Crab Festival Aerial Tour; airports
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Twilight Book Series based in Forks Cape Flattery- northwestern most point in the contiguous US Sport fishing Surfing Bird Watching Photographer’s dream Makah Fest Walkable towns Roosevelt Elk Trumpeter Swans Bald Eagles Salmon Spawning Discovery Trail – walking, cycling Road curves – great for motorcycles and convertibles Waterfall trail No poisonous snakes or plants
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IN-MARKET STUDY Most Mentioned Challenges • • • • • • • • • • • •
Transportation Cell phone service (GPS) Lack of summer lodging options Visitors needed: October – May Hurricane Ridge seasonal (closed weekdays in Winter) Unreliable skiing access No route through Olympic National Park Distance around Peninsula Few high-end lodging options Various routes to access Peninsula Passport requirements for Canadian visitors Limited marketing budget
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IN-MARKET STUDY Most Mentioned Opportunities • • • • • • • • • • • • •
Branding of local products Resource that tells the entire story – mileage, difficulty level of hiking trails/terrain “Mountains are out today” – need signage to show views of mountains on cloudy days Interest based itineraries A central portal to assist visitors A live one-on-one chat function Develop methods for guests to easily filet, pack, and ship fish Four corners of the U.S. itinerary that includes Cape Flattery Neah Bay Merchandise Classes for businesses to build a digital presence Maps/itineraries for motorcyclist or car clubs Market lodging options as a place for creative writers (off season) Renaming of generic beaches
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VISION SURVEY Purpose Part of the Understanding stage includes collecting stakeholder perceptions of the Olympic Peninsula. What do they like and dislike about their community? How would they make it better? What kind of things do they associate with the Olympic Peninsula? After all, no one knows the Olympic Peninsula better than those who form its backbone.
Methodology & Results To understand stakeholder perceptions, a Vision Survey was emailed to key stakeholders in the community identified by the brand drivers. All questions were open-ended, allowing for a qualitative measure of stakeholder perceptions. Many of the questions in the survey focused on the Olympic Peninsula’s direct strengths, weaknesses, opportunities and threats. Other questions focused on brand perception, allowing the respondent to translate the intangible elements of a brand into a tangible noun. 136 stakeholders responded to the survey. The top answers most reflective of all stakeholders are shown below. See Appendix A on the Research Report CD for the complete Vision Survey results.
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VISION SURVEY Olympic Peninsula What adjectives would you use to describe the Olympic Peninsula? • Beautiful • Scenic, natural • Lush, green • Relaxing • Diverse
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VISION SURVEY Olympic Peninsula How do you describe the Olympic Peninsula to someone who has never heard of it? •
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“A place to have your adventure. Mountains, rainforests, Olympic rivers, and the beaches of Puget Sound all offer the settings for solace or adventure. From sea level to almost 8,000 feet on a mountain peak, you can pick your odyssey.” “Because of the rainforest, it's like living in a terrarium with green all year around. The landscape is so powerful it can literally take your breath away.” “It's a last vestige of paradise in our country. You're surrounded by mountains, a national park, and water. On a summer day you can bike, work a full day, kayak, tend your garden, and still have a sunset patio dinner with friends before you go to sleep.” “Quintessential Northwest natural beauty, serious fun maritime lifestyle, delicious local farm-grown culinary delights, and funky, quirky locals.” “The beautiful corner of the country where natural beauty, Victorian history, and the arts have achieved a perfect harmony.” “The Olympic Peninsula offers more diverse vistas and views in one area than probably anywhere in the continental United States.” “You can go from mountains, to crashing waves at the ocean, from upland forest to rainforest, all in one day. And all of these sites have wonderful access for people of all abilities. You can stay in regular hotels or in quaint, delightful bed and breakfasts.” 27
VISION SURVEY Olympic Peninsula In your opinion, what are the top three things on/about the Olympic Peninsula that attract visitors? • Olympic National Park o
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Scenery and natural beauty o o
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“The scenic beauty – great for photography.” “The natural and undisturbed nature of much of the area.”
Beaches and the ocean o
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“Many of the Olympic National Park visitation spots.”
“The unparalleled beauty of the unspoiled beaches.”
Proximity to Canada o
“Ease of making a big loop trip from Seattle to the Olympic Peninsula to Vancouver Island, Vancouver to Whistler, and back to Seattle.”
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VISION SURVEY Olympic Peninsula What is the Olympic Peninsula’s greatest tourism asset? • Olympic National Park o o
•
“As a single entity, Olympic National Park.” “The Olympic National Park and all of the activities that go with it.”
Natural beauty o o
o o
“Its recreational beauty and wonderful Park.” “Its scenery, landscape diversity – jagged peaks, picturesque small ports, rainforest, and organic farms – and uncrowded and unspoiled atmosphere.” “You don’t have to go far to find beauty. It’s everywhere.” “We have many outdoor activities in very natural, unadulterated settings.”
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VISION SURVEY Olympic Peninsula What are the biggest challenges currently facing the Olympic Peninsula as it relates to growing tourism? • Accessibility and transportation o o
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Proper marketing / advertising o o
•
“Transportation access and access to the land.” “No matter how stunning the natural beauty, having an infrastructure that is rundown will not bring repeat visitors.” “Shaping a cohesive/inclusive message of tourism opportunities and having adequate funding for targeted promotions.” “Getting the word out that we have so much nature for everyone to see.”
Accommodations o o
“Few high quality services – no four star hotels.” “There is no variety in lodging choices.”
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VISION SURVEY Olympic Peninsula What are the biggest opportunities for tourism growth on the Olympic Peninsula? • Capitalize on what is already available o
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Marketing and advertising o o
•
“Capitalize on recreation and visitor opportunities that are already here. We need to provide diverse opportunities for visitors.” “Advertise the area’s natural attractions. Twilight opened the door – now we can capitalize on what we have to offer!” “A collective effort in telling the story of the Olympic Peninsula.”
Outdoor recreation activities o o o
“Development of winter recreation as a way to attract visitors from the other side of the Puget Sound, out of state, and across the water in Victoria.” “Expanded options for experiencing the outdoors.” “Develop activities that encourage a return – wine tours, structured hikes and walks in the Olympic National Park and our beaches, zip line, whale watching… promote recreational sport fishing and surfing.” 31
VISION SURVEY Olympic Peninsula What is the Olympic Peninsula’s reputation as a destination to visitors from outside the Peninsula? •
• •
•
•
•
"Beautiful, quiet place to enjoy a variety of outdoor activities and restaurants with local foods." "Good in general, and very beautiful, but remote and out of the way. Many people also seem unsure of what there is to do in the area." "Growing up near Seattle, I always thought of the peninsula as a wild-west tribal village. Now, obviously that's an extremely narrow, uneducated view - I was very young, but, I do believe the peninsula is a vastly unknown region to most." "It is a great place but you have to 'work' to get here and if you want to go from the Olympic Peninsula to anywhere else it takes time. If you only have a limited amount of time for your vacation, that's a problem." "Old properties, boring, nothing to do. If you like to read, it's a good place but if you want action and nightlife forget it." "Usually when the Olympic Peninsula is mentioned, the comment back is: Oh, that's where you take the ferry to Victoria, or some comment about Olympic National Park." 32
VISION SURVEY Olympic Peninsula Describe the typical Olympic Peninsula visitor. •
•
• •
•
"A couple aged 35-55 from large cities, both in the US and Europe, usually traveling alone. Interested in outdoor activities and sightseeing. The other group is the sportsmen. Hunters and fisherman exploring the rivers and forests in pursuit of that next big catch." "As an innkeeper at a B&B, we have had all age groups from 20-80. They all want to experience the beauty around us including waterfalls, water views, and hiking amongst the trees. Most travel in couples and a few travel in groups of 4-6. All want to see the area because either they have never been here or they didn't get to see enough when they were here last." "From East Coast, mostly older 50s and up, usually traveling as couples looking at a part of the country they haven't seen." "Old, young, families, friends. From EVERYWHERE. In one summer as a waitress, I met people from 18 different countries. Twilight, hiking, beaches, and the rainforest attract people." "There are no 'typical' visitors. Our diverse environment attracts all kinds seeking something away from the norm in their lives. It could be return to their youth or a first trip to their own adventure to be." 33
VISION SURVEY Olympic Peninsula What adjectives would you use to describe the following towns/areas on the Olympic Peninsula? Amanda Park & Quinault • • •
Clallam Bay and Sekiu
Beautiful Remote Wilderness
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Fishing Scenic
Neah Bay / Cape Flattery Olympic National Park/Forest • • •
Beautiful, breathtaking End of the world Remote
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Beautiful Wild
Forks / La Push • • •
Vampires, Twilight Beaches Logging
Port Angeles • • •
Accessibility Depressed, rundown Commercial, industrial
Port Hadlock-ChimacumNorland-Irondale • •
Rural, farms Small town 34
VISION SURVEY Olympic Peninsula What adjectives would you use to describe the following towns/areas on the Olympic Peninsula? Port Ludlow • • •
Beautiful Marina, boating Relaxing
Kalaloch & Hoh Rain Forest • • •
Beautiful Green, lush Unspoiled
Port Townsend Victorian, historic Quaint Eclectic, folksy
• • •
Sequim • • •
Lavender Retirement Charming
Quilcene and Brinnon • • •
Quaint Small town Relaxing, quiet
Shelton/Mason County • •
No idea Depressed, boring
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VISION SURVEY Olympic Peninsula What areas compete with the Olympic Peninsula for visitors? Why? • •
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"Oregon coast. Breathtaking scenery but coastal towns all make you feel welcome. Easy access by Highway 101." "Other National Parks and wild areas are the closest competition. You can experience spectacular mountain wilderness, old growth forests, adjacent beaches, and luxurious comfort in a stone's throw of each other." "Seattle. Probably better known and easier to reach and visit." "Vancouver Island as you can get some of the same feel of the outdoors there with Victoria being a good base of exploration." "Victoria because they too have a seaport and rich history. Eastern Washington because of their wine and agricultural draw. We could promote those aspects more."
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VISION SURVEY Olympic Peninsula How does the Olympic Peninsula differ from other destinations in the Pacific Northwest? •
•
•
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"It has a magical rainforest, amazing local farms and food producers, miles of trails, the sailing is awesome. In Port Townsend - incredible opportunities to vacation and learn. The School of Woodworking, Centrum Arts workshops, Building a Kayak at the Northwest Maritime Center.” “There's nothing this remote and our coast is rough, compared to Oregon, authentic, wild enough and beautiful for all, but you can also find good restaurants, friendly people, and clams on the beach.” "In addition to the mountains and proximity to the beaches, there are fewer people, less traffic, and more opportunities for relaxing and quiet time. You can choose a quaint experience or a luxurious experience.“ "Surrounded on three sides by water, life here is slower-paced, the trees are taller, and the sky is bluer. If you want to drop out of the virtual world, come to the Olympic Peninsula. The small business spirit is alive and well: from farmers and chefs, to winemakers and brewers." 37
VISION SURVEY Olympic Peninsula Using just a sentence or two each, describe how the following aspects of the Olympic Peninsula are important to its tourism identity. OLYMPIC NATIONAL PARK • • • • •
"It brings people to our communities who wouldn't otherwise come here." "Once they make it to the Park, they wish they were staying in the area for much longer than they planned." "Synonymous with the Olympic Peninsula for most people." "This is our most important and spectacular attraction, with the beaches as second most important attraction." "We are identified with the Park and need to take advantage of it."
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VISION SURVEY Olympic Peninsula Using just a sentence or two each, describe how the following aspects of the Olympic Peninsula are important to its tourism identity. PROXIMITY TO SEATTLE • • • •
•
"Close but not tarnished by the urban noise and dirt." "Close enough for a weekend." "Convenient day trip or overnight getaway, staycation, burning less fuel to 'get away.'" "Great, quick getaway. People should start saying: Let's go to the Peninsula, meaning let's unwind, regenerate in its beauty and tranquility and ease of good food, music, and other activities." "We are close enough for weekend trips, yet removed enough for city folks to fully feel that they are 'getting away' when they come to the Peninsula."
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VISION SURVEY Olympic Peninsula Using just a sentence or two each, describe how the following aspects of the Olympic Peninsula are important to its tourism identity. RECREATION OPPORTUNITIES • •
•
"Diversity, from the wet and salty to a river rapid run, climb a mountain, go camp all done in one day." "One can rent a bicycle, a kayak or charter a boat. There are opportunities to take lessons in sailing, survival skills, making pottery, fly fishing, cross country skiing, diving, para sailing, etc." "Since this is a place very defined by its wild lands, recreating in those various ecosystems is a huge draw to the Peninsula and one that is only moderately tapped into and steadily growing."
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VISION SURVEY Olympic Peninsula Using just a sentence or two each, describe how the following aspects of the Olympic Peninsula are important to its tourism identity. WILDLIFE VIEWING • • • • • •
"Got elk? Got eagles? Got salmon? Got steelhead? We do!" "If you live in the city, then every thing with fur that's not a dog, cat, or a raccoon is a chance to learn." "It's important to maintain the wildlife so everyone can enjoy it for eternity." "Our diverse wildlife attracts people from all segments; retired birders, marine explorers, families with children; salmon fishermen; hikers, technical climbers, you name it!" "There's an increasing percentage of people coming to view whales, bears, and birds. We don't capitalize on that." "Wildlife abounds and is integrated into our daily lives. There are very few places in this country where wildlife is part of our backyard."
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VISION SURVEY Olympic Peninsula Using just a sentence or two each, describe how the following aspects of the Olympic Peninsula are important to its tourism identity. DIVERSITY OF ECOSYSTEMS • • • •
•
"Amazing diversity from whales to rain forests to mountains to coasts." "Cactus on the east of the mountains to the rainforest on the west, there are few places in the world with as diverse an ecosystem." "Fantastic, but not really known until people get out here and realize how many things there are to see!" "It's a treat for tourists to see the diversity up close and in nature. It's everywhere on the Peninsula and all around us in the various ecosystems. No need to go too far to experience the ecosystems. See a seal or otter outside your restaurant. See an eagle being harassed by seagulls. See whales and harbor porpoise from a ferry." "This is a cool thing that one might not know about when they arrive, but once they know, it will keep them coming back - offers so many possibilities of things to do." 42
VISION SURVEY Olympic Peninsula Using just a sentence or two each, describe how the following aspects of the Olympic Peninsula are important to its tourism identity. FESTIVALS • • • • •
"Communities on the Olympic Peninsula surely will have a festival that pleases the traveler, from lavender to seafood." "Events have become very important to enhance the tourism product and play an important role to extend the summer season." "Festivals are nice, but people don't generally travel across the country to eat crab or smell lavender. They're here for the nature.” "Very important, but most tourists from out of state don't know about them before they come or they can't come because of the festivals selling out the hotels." "We have first-class, unique festivals that draw big crowds. The only problem I see is that we will run out of capacity to host them."
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VISION SURVEY Olympic Peninsula If you were asked to take ONE picture of something on the Olympic Peninsula that best represents the area as a whole, what would you take a picture of? Why? •
• • • • •
"A photo from a ridge top in Olympic National Park that shows the high mountains and the valleys with deep forests and the water." "It cannot be done. We need at least three. Mt. Olympus, Hoh Rainforest, and the Pacific Ocean to even begin to represent our varied offerings." "Port Angeles from the ocean toward the Olympics. It suggests vastness, unspoiled terrain, and miles to see new things, all coupled with modern amenities." "The Olympic Mountains showing snow, open meadows, and forests on the hillsides." "An ocean beach with forest and mountains in the background. This would cover most of the scenic views that are attractive to visitors.“ “A picture of Port Townsend taken from the water with the Olympics in the background.”
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VISION SURVEY Olympic Peninsula If the Olympic Peninsula were a famous person, who would it be? Why? •
• •
Teddy Roosevelt o “Outdoorsman, rough and ready with a willingness to be exposed to the elements and not needful of the urban amenities.” Robert Redford o “A little rustic but nice to look at.” Jim Whittaker o “Mountain climber, world adventurer, sailed his family around the world. Business person (he started REI) and supporter of a clean and healthy world.”
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VISION SURVEY Olympic Peninsula If the Olympic Peninsula were a popular consumer product brand, what would it be? Why? • • •
REI o “Because people are looking at outdoor activities.” Patagonia o “Environmental ethics, exploration, adventure, beauty.” Toyota o “Reliable, family-friendly, eco-friendly, a bit of extreme sports, long-lasting memories.”
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VISION SURVEY Olympic Peninsula If you were to depict the Olympic Peninsula as a person, what would this person be like? •
•
•
“35 years old, young but experienced and stable. Not married yet, not enough time to divide his yearnings until he finds a love willing to share experiences. Wears denims and hiking shoes. Hard-driving and dedicated to the changing person he is because that's what ever changing nature is - there is no eternal eco system; they're always changing. Issues are dealing with nature's changes, adapting to each new day's challenges. He drives a Jeep, in keeping with his personality as both a convenient host and natural man.” “A 35-40 year old woman who is married with young children. The Olympic Peninsula is wild and full of options and opportunity to explore and make your time here what you want it to be. She may be an entrepreneur or a writer. We are a creative and flexible place. She wears jeans or shorts with boots. She likely looks somewhat polished but "natural." She wants to return to the simplicity. She rides a bike, drives a truck and likely knows how to sail and surf.” “Open and friendly to all and only has positive things to say. Never defensive and is willing to listen to everyone at all times. Kindness is this person's mantra. Willing to help and be of assistance to any and everyone. Wise and gives advice.” 47
VISION SURVEY Olympic Peninsula Rate the following descriptions based on how well they match your idea of the Olympic Peninsula on a scale of 1-10. Where 1 does not match and 10 is an exact match. Scenic
9.63
Peaceful/relaxing
9.06
Adventurous
8.76
Recreational
8.74
Rugged
8.49
Rural
8.22
Authentic
7.96
Surprising/unexpected
7.80
Diverse
7.59
Preserved
7.36
Pure
7.36
Unspoiled
7.34
Charming towns Vibrant
6.99 6.26
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VISION SURVEY Olympic Peninsula PHYSICAL ASSET RATING: Rate the following Olympic Peninsula attributes on a scale of 1-10. Where 1 is “poor” and 10 is “excellent.” Scenic beauty
9.46
Beaches
8.69
Parks
8.68
Camping
8.21
Breadth of recreation opportunities
7.93
Appeal of area attractions
7.68
Family-friendly offerings
7.27
Recreation service providers
6.96
Overall quality of offerings
6.93
Arts and cultural assets
6.90
Lodging options
6.46
Quality of dining options
6.35
Signage
5.59
Entertainment options
5.35
Appearance of city/towns
5.34
Meeting and convention facilities
4.82
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VISION SURVEY Olympic Peninsula EXPERIENCE RATING: Rate the following Olympic Peninsula attributes on a scale of 1-10. Where 1 is “poor” and 10 is “excellent.” Nature experience
9.02
Wildlife viewing experiences
8.09
Overall value
7.70
Agricultural experiences
7.64
Historic significance
7.60
Quality of experiences delivered by area attractions
7.39
Festivals and special events
7.33
Affordability
7.29
Diversity of product
7.02
Hospitality of front-line staff
6.91
Knowledgeable front-line staff
Accessibility
6.71 6.34
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VISION SURVEY Olympic Peninsula As a fellow business or organization that promotes visiting the Olympic Peninsula, what are your top two most effective marketing tools? • Websites (majority) • Social media (majority)
51
VISION SURVEY Olympic Peninsula In which community do you reside? • Port Angeles (majority) • Forks • Port Townsend • Sequim
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VISION SURVEY Olympic Peninsula How long have you lived/worked on the Olympic Peninsula? Don't live or work in the Olympic Peninsula
3.8%
Most of my life
22.6%
More than 10 years
5-10 years
Less than 5 years
44.3%
16.0%
13.2%
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VISION SURVEY Olympic Peninsula What is your gender?
Female
Male
66.3%
33.7%
54
VISION SURVEY Olympic Peninsula Which of the following includes your age? 75+
4.8%
65-74
21.0%
55-64
30.5%
45-54
21.9%
35-44
16.2%
25-34
5.7%
18-24
0.0%
Under 18
0.0%
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UNITED STATES TAPESTRY STUDY An Introduction to Tapestry For the past 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. The Community Tapestry™ segmentation system combines 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. 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.
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UNITED STATES TAPESTRY STUDY Understanding your customers (consumers), knowing customers’ shopping 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 files. Some of these marketing activities include: • • • •
Customer profiling Media targeting Direct mail Site analysis
The customer profiles reveal the demographics, lifestyles and product preferences of a community’s consumers. Consumers can be visitors, residents or businesses, anyone who actively buys or sells goods in the community. By understanding who its customers are, more appropriate responses can be formed to address their needs with better messaging, products and services.
Said simply, the more you can learn about your customers (in this case your inquiries and visitors), the better you can serve them, keep them and find more like them.
Copyright © 2004 ESRI Business Information Solutions. All rights reserved.
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UNITED STATES TAPESTRY STUDY Purpose A Tapestry Study was conducted to understand the target audience’s lifestyle in detail. This included complete profiling reports for Olympic Peninsula residents and U.S. overnight visitors. Methodology & Results Tapestry represents the fourth generation of market segmentation systems that began 30 years ago. 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
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UNITED STATES TAPESTRY STUDY The results from the Tapestry studies can be classified into two main reports: •
Who Report: o Profiles the demographic and lifestyle segmentation of the population o Classifies the population in each of the ways outlined above and indexes the population under study against national averages
•
What Report: 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 Community Tapestry reports are shown on the following pages. For the comprehensive Tapestry Who and What reports, please refer to the Research Report CD. For further explanation of any data or methodologies used to analyze the Tapestry reports, please refer to the supplemental Community Tapestry Handbook. An electronic copy of the Tapestry Handbook can be found at this link: http://www.esri.com/library/brochures/pdfs/tapestry-segmentation.pdf.
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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 community. As you read about Olympic Peninsula Residents’ Profile and U.S. Overnight Visitor Profile Segments in the following pages, use the table as a guide when matching those segments with their corresponding LifeMode Groups. For a detailed description of LifeMode groups as well as Tapestry Segments, see the handbook available at: http://www.esri.com/library/brochures/pdfs/tapestrysegmentation.pdf
SEGMENT BREAKDOWN BY LIFEMODE GROUP L1. High Society
% of U.S. Pop. 12.7%
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%
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%
52 Inner City Tenants
1.5%
07 Exurbanites
2.5%
58 NeWest Residents
0.9%
13.8%
60 City Dimensions
0.9%
09 Urban Chic
1.3%
61 High Rise Renters
0.7%
10 Pleasant-Ville
1.7%
L9. Family Portrait
7.8%
11 Pacific Heights
0.6%
13 In Style
2.5%
12 Up and Coming Families
3.4%
16 Enterprising Professionals
1.7%
19 Milk and Cookies
2.0%
17 Green Acres
3.2%
21 Urban Villages
0.8%
18 Cozy and Comfortable
2.8%
59 Southwestern Families
1.0%
L3. Metropolis
5.3%
64 City Commons
0.7%
20 City Lights
1.0%
L10. Traditional Living
8.8%
22 Metropolitans
1.2%
24 Main Street, USA
2.6%
45 City Strivers
0.7%
32 Rustbelt Traditions
2.8%
51 Metro City Edge
0.9%
33 Midlife Junction
2.5%
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
L2. Upscale Avenues
34 Family Foundations
0.9%
L11. Factories & Farms
9.5%
25 Salt of the Earth
2.8%
37 Prairie Living
1.0%
1.3%
42 Southern Satellites
2.7%
36 Old and Newcomers
2.0%
53 Home Town
1.5%
39 Young and Restless
1.4%
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%
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%
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TAPESTRY WHO REPORT | RESIDENT AND U.S. CONSUMER SEGMENTS Tapestry Segments are the most distinct level of segmentation within the Tapestry System, dividing members of the United States population into 65 groups 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. The chart that follows illustrates delivery within all the Segments for Olympic Peninsula residents. The Segments are organized by level of affluence – Segment One is the most affluent and Segment 65 is the least affluent Segment.
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Tapestry Segments | Olympic Peninsula Residents
26.4%
Top Resident Segments: 1. 31 Rural Resort Dwellers 26.4% 2. 15 Silver and Gold 19.7% 3. 33 Midlife Junction 8.7% 4. 26 Midland Crowd 7.1% 5. 49 Senior Sun Seekers 6.9%
19.7%
8.7%
6.9%
1 2 3 4 5 6 7 8 9 10 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
7.1%
$$$
Affluence Range
$
Observation: Olympic Peninsula residents represent a variety of segments, with Rural Resort Dwellers being the most distinguished of the segments. 62
TOP RESIDENT SEGMENT DESCRIPTIONS: The U.S. average sits at 100 31 Rural Resort Dwellers (26.4%) – Indexed 1771 against the U.S. average • Favoring milder climates and pastoral settings, these residents live in rural nonfarm areas. • The median age is 46 and the median HHI is $43,400; many are married with no children. • There is little diversity. • Modest living and simple consumer taste defines these residents who enjoy home improvement, baking, listening to country music, and hunting. • Financial and retirement related matters are a big concern for this group. 15 Silver and Gold (19.7%) – Indexed 2488 against the U.S. average • Wealthy senior citizens with a median age of 58 and median HHI of $65,000+. • Not ethnically diverse, these residents are educated and prosperous and have relocated in sunnier climates. • With the resources and free time to pursue their interests, they travel, read, and eat out frequently. • Golf is a way of life for these residents who play the sport themselves, attend tournaments, and watch the Golf Channel. They also enjoy deep-sea fishing, riding motorcycles, and reading books, newspapers, and magazines.
63
TOP RESIDENT SEGMENT DESCRIPTIONS: The U.S. average sits at 100 33 Midlife Junction (8.7%) – Indexed 384 against the U.S. average • Phasing out of their child rearing years, these residents are approaching retirement. • The median age is 40 and the median HHI is $43,000. • They live quiet, settled lives (typically in the suburbs) and spend their money carefully, shopping at bargain stores such as Wal-Mart, Kmart, and JC Penny. • They enjoy dining out, watching TV, tending to their gardens, reading newspapers and books, and using the Internet to communicate with friends and family. 26 Midland Crowd (7.1%) – Indexed 213 against the U.S. average • Largest market with nearly 4% of the US population. • Majority in married-couple families, half with children and half without. • Median age is 36 years and median HHI is $47,000/ • Rural location and traditional lifestyle fuels their do-it-yourself attitude when it comes to taking care of homes and vehicles. • A Chevrolet or Ford Truck is the vehicle of choice. • High demand for children’s products. Very high TV viewership of NASCAR, fishing programs and CMT. • Politically conservative; devoted pet lovers; domestic travelers; and dependent on fast-food, cell phones and the Internet. 64
TOP RESIDENT SEGMENT DESCRIPTIONS: The U.S. average sits at 100 49 Senior Sun Seekers (6.9%) – Indexed 704 against the U.S. average • Retirees who have permanently relocated to warmer areas or who move south for the winter. • Median age is 51.5 and many are receiving Social Security benefits and retirement income. • Travel long distances frequently, usually by car. • Gardening and home improvement are hobbies. • Television is part of their daily routine; enjoy reading the newspaper and books. • Many do volunteer work as part of religious or veterans’ club activities. • Enjoy swimming, walking, golfing, and bicycling.
65
CONSUMER PROFILE MAPPING| OVERNIGHT VISITORS (WORLD MAP)
66
CONSUMER PROFILE MAPPING| OVERNIGHT VISITORS (NATIONAL MAP)
67
CONSUMER PROFILE MAPPING| OVERNIGHT VISITORS (CANADA)
68
CONSUMER PROFILE MAPPING| OVERNIGHT VISITORS (REGIONAL MAP)
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CONSUMER PROFILE MAPPING| TOP 10 U.S. OVERNIGHT VISITATION MARKETS City 1Seattle 2Olympia 3Tacoma 4Bellevue 5Portland 6Kirkland 7Renton 8Bellingham 9Redmond 10Port Ludlow
State WA WA WA WA OR WA WA WA WA WA
Reservations 691 135 124 121 110 78 70 68 68 68
*Based on United States data from five lodging partners on the Olympic Peninsula. (Canadian consumers were excluded because Tapestry only compares segments of the United States population.)
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INQUIRY PROFILE MAPPING| TOP 10 INQUIRY MARKETS
City 1Seattle 2Houston 3Vancouver 4Portland 5San Diego 6San Antonio 7Chicago 8Las Vegas 9Tacoma 10Phoenix
State WA TX WA OR CA TX IL NV WA AZ
Inquiries 133 99 95 90 76 72 70 70 63 59
*Based on data from the Olympic Peninsula Tourism Commission’s Inquiry Records.
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Tapestry Segments | Olympic Peninsula Residents vs. Overnight Visitor Profile 26.4%
Top Regional Segments: 1. 09 Urban Chic 6.6% 2. 07 Exurbanites 5.9% 3. 27 Metro Renters 5.0% 4. 03 Connoisseurs 4.8% 5. 06 Sophisticated Squires 4.8%
19.7%
8.7% 7.1%
6.6% 5.9% 4.8% 4.8%
6.9%
1 2 3 4 5 6 7 8 9 10 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
5.0%
Olympic Peninsula Residents
$$$
Overnight Visitor Profile
Affluence Range
$
Observation: The U.S. Overnight Visitor Profile represents a wider range of Segments than the Resident Profile, and exhibits upper and middle-range affluence levels. 72
TOP U.S. OVERNIGHT VISITORS SEGMENT DESCRIPTIONS: The U.S. average sits at 100 09 Urban Chic (6.6%) – Indexed 473 against the U.S. average • Professional couples living an urbane, exclusive lifestyle. • Median age is 41 and median HHI is $82,000+. • Travel extensively, maintain luxury cars, and embrace city life by visiting museums, attending dance performances, and participating in civic activities. • Frequently use PDAs and cell phones. • Read multiple newspapers and magazines and shop at upscale establishments, preferring to buy dress clothes over casual wear. 07 Exurbanites (5.9%) – Indexed 240 against the U.S. average • Living beyond the urban fringe, Exurbanites prefer open space with affluence. • Majority of residents are empty nesters, but the median age is 43. Median HHI is $80,000+. • Consult with financial planners and track investments on the Internet. • Listen to public radio, donate to PBS, and remain active in their communities. • Enjoy golf, boating, hiking, kayaking, vacations, and working on their homes and gardens. • Practical shoppers favoring Old Navy, Target, and L.L. Bean.
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TOP U.S. OVERNIGHT VISITORS SEGMENT DESCRIPTIONS: The U.S. average sits at 100 27 Metro Renters (5.0%) – Indexed 302 against the U.S. average • Young, well-educated singles (1/3 have bachelor’s degree) beginning their professional careers in large cities like NYC, Chicago, and L.A. • The median age is 38 and the median HHI is $50,400. • Favorite stores include Bloomingdale’s, Banana Republic, The Gap, and Macy’s. • They work out regularly, buy organic food, attend concerts, enjoy dancing, and read books and magazines. • Surfing the Internet is important to this group who is always on the go. 03 Connoisseurs (4.8%) – Indexed 377 against the U.S. average • Well-educated, married, wealthy, and self-employed at twice the national average. • Median HHI is $115,000+ and median age is 45, although many couples still have children living at home. • Connoisseurs hire contractors for home improvement and gardening services to take care of the lawn, but they live to grind their own coffee beans. • Well-read and active in the community. • Enjoy foreign and domestic travel, exercise and shopping at Nordstrom, Lord & Taylor, and Macy’s.
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TOP U.S. OVERNIGHT VISITORS SEGMENT DESCRIPTIONS: The U.S. average sits at 100 06 Sophisticated Squires (4.8%) – Indexed 193 against the U.S. average • Enjoy cultured country living in newer home developments on the fringe of urbanized areas. • Mostly married-couple families; approximately 40% have children varying in age from toddler to over 18 years. • Median age is 37 and median HHI is $79,000. • Sophisticated Squires drive SUVs and Minivans. Cargo space is essential for the avid golfers and for DIY projects. • Very health-conscious; many own treadmills, join Weight Watchers, or take dietary supplements. • They own their own tools and supplies to complete lawn and household projects. • Sophisticated Squires shop at suburban classics such as L.L. Bean, Land’s End and Eddie Bauer.
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TAPESTRY WHO REPORT | TOP U.S. TAPESTRY SEGMENTS The charts below highlight the top Tapestry Segments for the Olympic Peninsula Resident Profile and for the U.S. Overnight Visitor Profile. Olympic Peninsula Residents 1 2 3 4 5 6 7 8 9 10
Overnight Visitor Profile
31 Rural Resort Dwellers 26.4% 09 Urban Chic 15 Silver and Gold 19.7% 07 Exurbanites 33 Midlife Junction 8.7% 27 Metro Renters 26 Midland Crowd 7.1% 03 Connoisseurs 49 Senior Sun Seekers 6.9% 06 Sophisticated Squires 24 Main Street, USA 6.0% 15 Silver and Gold 17 Green Acres 4.2% 02 Suburban Splendor 30 Retirement Communities 3.3% 13 In Style 14 Prosperous Empty Nesters 3.0% 17 Green Acres 46 Rooted Rural 2.3% 23 Trendsetters
6.6% 5.9% 5.0% 4.8% 4.8% 4.8% 4.5% 3.9% 3.7% 3.6%
Observations: • The Olympic Peninsula Profile and U.S. Overnight Visitor Profile share two similar segments, indicating few similarities in lifestyles and preferences between the two profiles. • The top segments for the Resident Profile are concentrated in the middle income levels, while the Overnight Visitor Profile leans more to the higher affluence end of the spectrum.
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TAPESTRY WHAT REPORT | UNDERSTANDING The What Reports can be found in their entirety on the Research Report CD. The following information can be used as a guide to help you more fully understand the What Reports. When used correctly, this report will help you gain a much deeper understanding of the consumer and inquiry populations and serve as a valuable tool for developing tourism product and targeting marketing messages. As explained previously, the Tapestry What Report provides a detailed analysis of the audience under study for 37 separate Lifestyle and Media groups (see list on page 60) 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”).
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TAPESTRY WHAT REPORT | UNDERSTANDING THE REPORT Complete list of all Tapestry Lifestyle and Media groups: • • • • • • • • • • • • • • • • • • •
Apparel Appliances Attitudes Automobiles Automotive/Aftermarket Baby Products Beverage Alcohol Books Cameras Civic Activities Convenience Stores Electronics Financials Furniture Garden Lawn Grocery Health Home Improvement Insurance
• • • • • • • • • • • • • • • • • •
Internet Leisure Mail/Phone/Yellow Pages Watch Read Listen Personal Care Pets Restaurant Shopping Smoking Sports Telephone Tools Toys/Games Travel Video/DVDs Miscellaneous
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TAPESTRY WHAT REPORT | READING THE REPORT 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 an index of 100 is above average and anything below an index of 100 is below average. The example below can help you understand this indexing system.
Note: The brands mentioned in the What Reports may not be present in the Olympic Peninsula area. Although they may not be present in the area, seeking similar brands will be beneficial. 79
TAPESTRY WHAT REPORT | RESIDENT WHAT REPORT Below you will find a summary of the What Report for Olympic Peninsula residents. The following pages contain selected charts that highlight some of your consumers’ key preferences. For all of the results from the Tapestry What Reports, refer to the Research Report CD.
• Internet: Likely to connect to the Internet from home with a dial-up modem, use the Internet to trade/track investments, and purchase and item from Walmart.com. Less likely to use the Internet at a school/library or visit a chat room. • Leisure: Likely to be a member of AARP, have purchased a book at a warehouse store, and be a member of a veterans club. Less likely to play chess or visit Six Flags. • Listen: Likely to listen to classical, classic hits, and soft adult contemporary. Less likely to listen to urban or Hispanic. • Read: Likely to read boating magazines, two or more Sunday newspapers, and the editorial page. Less likely to read music magazines or computer magazines. • Watch: Likely to watch the Golf Channel, have a satellite dish from Dish Network, and watch NBC Meet the Press. Less likely to watch MTV or BET.
80
TAPESTRY WHAT REPORT | RESIDENT WHAT CHARTS Internet
Index
Listen
Index
Connection to Internet from home: dial-up modem
307
Radio format listen to: classical
207
Internet last 30 days: traded/tracked investments
161
Radio format listen to: classic hits
200
Purchased Item from walmart.com in last 12 mo
157
Radio format listen to: soft adult contemporary
184
Used Internet in last 30 days: at school/library
65
Radio listening: urban
31
Internet last 30 days: visited chat room
64
Radio listening: Hispanic
23
Leisure
Index
Read
Index
Member of AARP
288
Read boating magazines
372
Bought book at warehouse store in last 12 months
277
Read two or more Sunday newspapers
218
Member of veterans club
198
Read newspaper: editorial page
209
Played chess in last 12 months
64
Read music magazines
59
Visited any Six Flags in last 12 months
46
Read computer magazines
58
Watch
Index
Watched last week: Golf Channel
305
HH has satellite dish: Dish Network
282
Watch TV aired once/wk: NBC Meet the Press
244
Watched last week: MTV
63
Watched last week: BET (Black Entertainment TV)
48
81
TAPESTRY WHAT REPORT | U.S. OVERNIGHT VISITORS WHAT REPORT Below you will find a summary of the What Report for Olympic Peninsula’s Overnight Visitor Profile. The following pages contain selected charts that highlight some of the overnight visitors’ key preferences. For all of the results from the Tapestry What Reports, refer to the Research Report CD.
• Grocery: Overnight visitors are likely to shop at Whole Foods Market, Stop ‘N Shop, and Vons. They are less likely to shop at IGA or Piggly Wiggly.
• Internet: Likely to own an Apple/Apple Mac clone brand PC, use the internet to trade/track investments, and use the Internet to order airline tickets. Less likely to have purchased a home PC at a department store or use the internet less than once a week. • Leisure: Likely to have attended a classical music/opera performance, bought a book at Borders, and gone to a wax museum in the last 12 months. Less likely to have played bingo or bought a lottery ticket in the last 12 months. • Listen: Likely to listen to all news, public, and classical radio. Less likely to listen to urban and gospel radio. • Read: Likely to read airline, travel, and business/finance magazines. Less likely to read baby magazines. • Watch: Likely to watch Golf Channel, The Office, and BBC America. Less likely to watch Judge Mathis and Divorce Court.
82
TAPESTRY WHAT REPORT | U.S. OVERNIGHT VISITOR WHAT CHARTS Grocery
Index
Listen
Index
Shopped at grocery store/6 mo: Whole Foods Market
341
Radio format listen to: all news
334
Shopped at grocery store/6 mo: Stop 'N Shop
284
Radio format listen to: public
286
Shopped at grocery store/6 mo: Vons
254
Radio format listen to: classical
258
Shopped at grocery store/6 mo: IGA
65
Radio listening: urban
61
Shopped at grocery store/6 mo: Piggly Wiggly
43
Radio listening: gospel
42
Internet
Read
Index
Index
HH owns any Apple/Apple Mac clone brand PC
267
Read airline magazines
252
Internet last 30 days: traded/tracked investments
249
Read travel magazines
222
Ordered on Internet/12 mo: airline ticket
247
Read business/finance magazines
188
Purchased home PC at department store
71
Read baby magazines
69
Use Internet less than once a week
67
Light magazines
63
Leisure
Watch
Index
Index
Attended classical music/opera performance/12 mo
245
Watched last week: Golf Channel
210
Bought book at Borders in last 12 months
220
Watch TV aired once/wk: The Office
173
Went to museum in last 12 months
217
Watched last week: BBC America
168
Played bingo in last 12 months
86
Watch Syndicated TV (M-F): Judge Mathis
48
Bought lottery ticket in last 12 mo: Instant Game
86
Watch Syndicated TV (M-F): Divorce Court
46
83
ONLINE BRAND MONITORING STUDY Purpose Over the years, brands (of products, of companies, of communities) have transformed from something that identified products to something people identified with. Recently, the evolution of technology, especially internet search engines, blogs, and social media has enabled widespread conversations to take place about brands in online consumer communities. Understanding how these online conversations contribute to reputation is just as important as understanding in-person conversations taking place between consumers. The purpose of the Online Brand Monitoring Study is to gain understanding of the online reputation (“conversations,� or content generated and consumed by people) centered around the Olympic Peninsula on social media platforms. The Online Brand Monitoring Study reveals where online conversations are taking place, the authors of such content, top keywords used online, and overall sentiment of the community and assets within the community. In the online space, consumer behavior is content, either created or consumed. Therefore understanding online content (i.e. conversations) about a brand allows us to understand consumer behavior around that brand, at least the consumer behavior that is occurring online. And because technology’s evolution has led to new channels, networks, platforms and applications, it has also created an equal amount of new opportunities for understanding and engaging with consumers.
84
ONLINE BRAND MONITORING STUDY Methodology & Results Leveraging methods that combine the analytical power of online measurement and monitoring tools, the Online Brand Monitoring Study examines social media content from a specific date and time (February 21, 2014). By examining social media platforms, the Online Brand Monitoring Study identifies authors, online influencers, and the content being generated around the Olympic Peninsula. Online behavior is organized into five discrete types: Search, Visit, Mention, Join, and Engage. These behaviors are monitored on the following platforms: • • • •
Blogs (Livejournal, Typepad, etc.) Microblogs (Twitter, Plurk, Identi.ca, etc.) Video/Photo Sharing (YouTube, Flickr, etc.) Social Network (Ning, Facebook, LinkedIn)
85
ONLINE BRAND MONITORING Keywords Searched • Olympic Peninsula • Olympic National Park • Ruby Beach • Hurricane Ridge • Hoh Rain Forest • Lake Quinault • Port Townsend • Sol Duc Falls • Olympic National Forest • Lake Crescent Terms To Know • Strength – the likelihood that your brand is being discussed in social media • Sentiment – the ratio of positive to negative mentions • Passion – the likelihood that individuals talking about your brand will do so repeatedly • Reach – the measure of the range of influence (number of unique authors divided by the total number of mentions)
86
OLYMPIC PENINSULA SNAPSHOT Observations •
•
•
Overall, there is a positive sentiment about the Olympic Peninsula throughout social media sites. At a 28% passion level, there is a lesser chance those talking about the Olympic Peninsula through social media will do so continually. Leveraging the top sources – Friendfeed and Ask – would aid the Olympic Peninsula’s strength and reach to improve the community’s online presence.
Sentiment
Strength
8%
Passion
28%
Sentiment
10:0
Reach
30%
0%
Positive
Negative
100%
Sources wordpress
Top Authors Kelly G Rogers
3
DP Exclusive Design Premier Business Centers
google_news
Market Traders Institute
8
Jobs Available on Twitter
ask
Funding Resource Network
10
Eagle Shield Camera Box
friendfeed
90
NEWUSIMMIGRANTS Steve Bisig Photography
2 2 2 2 2 2 2 2 3 3
87
OLYMPIC NATIONAL PARK
RUBY BEACH
Strength
3%
Strength
2%
Passion
65%
Passion
10%
Sentiment
4:1
Sentiment
2:1
Reach
16%
Reach
6%
Top Sources: • Friendfeed • Ask
Top Sources: • Wordpress • Friendfeed
88
HOH RAIN FOREST
HURRICANE RIDGE
Strength
2%
Strength
2%
Passion
0%
Passion
22%
Sentiment
1:0
Sentiment
1:0
Reach
8%
Reach
7%
Top Sources: • Wordpress • Friendfeed
Top Sources: • Friendfeed • Wordpress
89
LAKE QUINAULT
PORT TOWNSEND
Strength
2%
Strength
9%
Passion
0%
Passion
8%
Sentiment
2:0
Sentiment
6:1
Reach
6%
Reach
16%
Top Sources: • Wordpress • Friendfeed
Top Sources: • Friendfeed • Ask
90
SOL DUC FALLS
OLYMPIC NATIONAL FOREST
Strength
0%
Strength
1%
Passion
46%
Passion
46%
Sentiment
17:0
Sentiment
4:1
Reach
33%
Reach
20%
Top Sources: • Photobucket • YouTube • Flickr
Top Sources: • Friendfeed • YouTube • Flickr
91
LAKE CRESCENT Strength
1%
Passion
46%
Sentiment
4:1
Reach
20%
Top Sources: • Flickr • YouTube
92
CONSUMER AWARENESS & PERCEPTION STUDY Purpose The purpose of this study is to gain insight into consumer awareness, visitation and perceptions of the Olympic Peninsula. The study was conducted in the Seattle-Tacoma-Bellevue, WA MSA and the Portland-VancouverHillsboro, OR MSA. The survey measures:
• • • • • •
Overall top-of-mind perceptions of the Olympic Peninsula and immediate competitors Consumer visitation trends (frequency and nature of visitation) Consumer visitation drivers (business, leisure, friends, and family) Strengths and weaknesses of the Olympic Peninsula with identified community attributes Measurements of Olympic Peninsula attributes Measurement of Olympic Peninsula strengths and weaknesses as a place to visit
Methodology & Results An internet study was conducted among respondents in the Seattle-Tacoma-Bellevue, WA MSA (100 responses) and Portland-Vancouver-Hillsboro, OR MSA (100 responses). A total of 200 surveys were collected. See Appendix B on the Research Report CD for the complete CAP Study results.
93
CAP STUDY Olympic Peninsula UNAIDED
AIDED
67%
100%
31%
2% Not at all familiar
• • • •
0% Somewhat familiar
Very familiar
Not at all familiar
0% Somewhat familiar
Very familiar
Lack of familiarity was the terminating factor for the survey. 67% were Somewhat Familiar and 31% were Very Familiar without the aid of a map. Of the 2% who were initially Not at All Familiar, 100% were Somewhat Familiar after viewing the map. 210 responses were collected for the CAP Study. 94
CAP STUDY How have you heard about the Olympic Peninsula? Friend or family member recommended the area
32%
Word of mouth
22%
Previous visits and experience
19%
Printed materials/brochure
6%
Website
6%
Event/conference/trade show
3%
Visitor Center
3%
Advertisement
3%
Other
3%
Social media
2%
Other: A combination of the above 95
CAP STUDY When you first think of the Olympic Peninsula, what comes to mind? • Rain Forests • Beauty • Mountains • National Park
96
CAP STUDY How familiar are you with the following cities/destinations on the Olympic Peninsula? 37.6%
34.3%
36.2%
28.1%
21.4%
17.6%
41.4%
16.2%
40.0%
10.5%
42.9%
14.3%
30.0%
10.0%
11.9%
33.3%
28.1%
56.7%
60.0%
5.7%
33.3%
9.0%
22.4%
45.7% 47.6% 56.7%
56.2%
52.9%
24.3%
5.7%
9.5%
32.9%
41.0%
43.8%
46.7%
55.7%
61.0%
68.6%
11.0%
Not at all familiar
Somewhat familiar
Very familiar
97
CAP STUDY Olympic Peninsula When you first think of the following areas/destinations on the Olympic Peninsula, what comes to mind? Shelton/Mason County Nothing The Prison Oysters
• • •
Forks/La Push Twilight (movie) Rain Beach
• • •
Quilcene and Brinnon • •
Seafood Don’t Know
Port Townsend • • •
Quaint Ferry Shopping
Kalaloch & Hoh Rain Forest • • •
Rain Forest Beauty Hiking
Sequim • • •
Seafood Lavender Dry
Port Angeles • • •
Ferry Port Small Town Beautiful
Neah Bay/Cape Flattery • • •
Fishing Ocean Native Americans
Port Hadlock-ChimacumNordland-Irondale • • •
Nothing Fishing Beauty 98
CAP STUDY Olympic Peninsula When you first think of the following areas/destinations on the Olympic Peninsula, what comes to mind? Amanda Park and Quinault • • •
Beauty Lake Quinault Native Americans
Clallam Bay and Sekiu • • •
Fishing Ocean Prison
Port Ludlow • • •
Water Boats Nothing
Olympic National Park • • •
Beauty Rain Forest Hiking
99
CAP STUDY Select the destination from the list below that you feel best matches each description.
25.2%
2.9% 12.9% 4.3%
8.1%
20.0%
22.4%
7.6%
5.7%
7.1%
8.1%
6.7%
23.8%
15.2% Best for Outdoor Adventure
8.6%
2.9%
2.9%
11.0% 3.3% 20.0%
19.5% 25.2%
20.0%
8.1%
11.0%
6.2%
19.0%
4.3% 5.2%
3.3% 3.3% 5.2%
14.8% 4.3% 4.8% 12.4%
5.7%
15.2%
5.2%
19.5%
22.4%
22.9%
Most diverse (scenery and activities)
Most Peaceful
Most scenic
20.0% 2.9% 3.3% 1.9%
10.0% 5.7% 62.4%
15.2%
19.5%
6.7% 1.4% 1.4%
35.7%
37.6%
Best Road Trip
Most Appealing Overall
Best Beaches
Oregon Coast
Mt. Rainier, WA
Vancouver Island, Canada
San Juan Islands, WA
Long Beach Peninsula, WA
North Cascades, WA
Snohomish County, WA
Olympic Peninsula, WA
100
CAP STUDY BEST MATCHING DESCRIPTIONS: Based on your perceptions of the Olympic Peninsula, how would you rate the following descriptions on a scale of 1-10? Scenic
8.77
Outdoor recreation
8.47
Peaceful/relaxing
8.29
Adventure
8.12
Diverse landscape
8.00
Inspiring
8.00
Rugged
7.89
Remote
7.79
Rural Culinary experiences Agricultural
7.64 6.13 5.74
101
CAP STUDY Have you ever visited or been to the Olympic Peninsula in your lifetime?
11%
Yes
No
89%
102
CAP STUDY Why have you not visited the Olympic Peninsula? Choose all that apply. 67%
Plan to visit in the future Too far away
25%
Unaware of things to do there
25% 21%
Requires too much time
13%
Can’t afford it
8%
Other Prefer visiting other outdoor recreation areas in the PNW
4%
Prefer visiting other outdoor recreation areas in WA
4%
Not interested in what it has to offer
4%
Too remote
4%
No nightlife
0%
Other: No particular reason 103
CAP STUDY What would make you more likely to visit the Olympic Peninsula? Choose all that apply. Discounts or package deals
46%
Better promotion of available offerings
46%
More lodging options
33%
If a friend or family member recommended it
29%
Festivals and events
29%
More dining
25%
More outdoor recreation opportunities
21%
More shopping variety
21%
Other
21%
More arts and culture
17%
Easy-to-follow itineraries
13%
Nightlife / music
13%
Other: Undisclosed 104
CAP STUDY VISITATION QUESTIONS The following questions were posed only to respondents who indicated that they have visited the Olympic Peninsula.
105
CAP STUDY How many times have you visited the Olympic Peninsula in the past three years?
None
21%
6 or more times
4-5 times
2-3 times
One time
13%
9%
24%
33%
106
CAP STUDY How many times have you visited the Olympic Peninsula in the past three years? By city.
19.78%
None
22.11%
10.99%
6 or more times
15.79% 9.89%
4-5 times
7.37% 20.89%
2-3 times
27.37% 38.46%
One time
27.37% 0%
10% Portland metro
20%
30%
40%
50%
Seattle & Tacoma metro
107
CAP STUDY How long was your last stay on the Olympic Peninsula?
More than five nights Three – five nights Three nights
4% 14% 12%
Two nights One night Less than a day
27%
16% 27%
108
CAP STUDY How long was your last stay on the Olympic Peninsula? By city.
5.49%
More than five nights
3.16% 12.09%
Three - five nights
15.79% 15.38%
Three nights
8.42% 28.57%
Two nights
26.32% 14.29%
One night
16.84% 24.18%
Less than a day
29.47%
0%
5%
10%
15%
20%
25%
30%
35%
Portland metro Seattle & Tacoma metro
109
CAP STUDY If you return to the Olympic Peninsula, what would be your desired length of stay?
More than five nights
6%
Three – five nights
31%
Three nights
19%
Two nights
25%
One night
Less than a day
12%
7%
110
CAP STUDY Which description below best describes your lodging preference for staying on the Olympic Peninsula? Hotel/motel
33%
Camping
17%
Bed and breakfast
14%
Cabin
12%
Vacation rental
9%
RV
9%
All-inclusive resort
6%
111
CAP STUDY Which description below best describes your lodging preference for staying on the Olympic Peninsula? By city. 6.59%
All-inclusive resort
6.32% 13.19%
Cabin
11.58%
10.99%
Vacation rental
7.37% 28.57%
Hotel/motel
36.84% 12.09%
Bed and breakfast
15.79% 19.78%
Camping
13.68% 8.79%
RV
8.42%
0%
10%
20%
30%
40%
Portland metro Seattle & Tacoma metro
112
CAP STUDY What was the primary purpose of your most recent trip? 13% 12% 11%
Drive the Olympic Peninsula Loop Outdoor recreation Visit family/friends
8%
Visited a beach (in Olympic National Park)
6%
Visit a specific town on the Peninsula
5% 5%
Passing through Visit Canada
4% 4% 3% 3%
Take a ferry Visited a rain forest (in Olympic National Park) Leisure vacation Business (other than a meeting or conference)
2% 2% 2%
Go shopping Dining Other Agriculture / drink-related Attend sporting event Attend a festival or event Attend a meeting or conference
1% 1% 1% 1%
Other: Hiking trip, hot springs, visit family cabin 113
CAP STUDY Olympic Peninsula What was your perception of the Olympic Peninsula before you visited? • Positive (92%) o
•
3%
“I like the area; it’s beautiful.”
Negative (1%) o
•
Did your perception change in a positive or negative way?
Positive
“Cold.”
Negative
Neutral (8%) o
“It’s okay.”
Did your perception of Olympic Peninsula change once you visited?
97%
What changed your perception?
17% Yes
No
• • •
• 83%
“The scenery.” “The beauty. More than I ever imagined!” “The general energy is very tranquil and the people are quite neighborly.” “I heard good things previous to visiting, and experiencing it was completely different. Fell in love with the area and can't wait to return.” 114
CAP STUDY Which of the following communities/areas did you visit during your most recent trip? Choose all that apply. Port Angeles
53%
OlympicNational National Park Forest Olympic National Park & Olympic
43%
Port Townsend
39%
Sequim
28%
Forks / La Push
21%
Kalaloch & Hoh Rain Forest
12%
Neah Bay / Cape Flattery
11%
Shelton/Mason County
11%
Other
11%
Port Ludlow
8%
Amanda Park and Quinault
8%
Port Hadlock-Chimacum-Nordland-Irondale
4%
Clallam Bay and Sekiu
4%
Quilcene and Brinnon
4%
Other: Undisclosed 115
CAP STUDY While you were visiting the Olympic Peninsula, which of the following did you do? Choose all that apply. Ate at a restaurant Visited Olympic National Forest Visited Olympic National Park Took a ferry Visited a rain forest (in Olympic National Park) Visited Olympic National Park Visited a beach (in Olympic National Park) Drove on the Olympic Peninsula Loop Participated in Outdoor Recreation Went shopping Visited family/friends Visited a museum Visited a farm or farmers market Other Visited a Lavender Farm Visited a Winery Visited Fort Worden Attended a festival or event Conduced business (other than a meeting or conference) Visited a Cidery Visited or attended an arts and cultural event/venue Attended a sporting event Attended a meeting or conference
54% 39% 37% 34% 34% 31% 30% 28% 23% 18% 10% 9% 9% 8% 8% 8% 6% 6% 4% 4% 3% 2%
Other: Undisclosed 116
CAP STUDY Please rate only the outdoor recreation experience(s) you participated in on your most recent visit on a scale of 1-10. With 1 being “poor” and 10 being “excellent.” Visited a Beach Hiking/Backpacking Visited a Lake Visited a Rain Forest Wildlife Viewing Camping Sailing/Boating Fishing/shell fishing Birdwatching Watched Salmon Swimming/diving Rock Climbing Mountain Biking/Cycling Kayking/canoeing Golfing Skiing/snowboarding Rafting Surfing
8.79 8.65 8.55 8.53 8.38 8.34 7.91 7.69 7.51 7.43 7.42 6.83 6.81 6.58 6.25 6.14 6.11 5.89
117
CAP STUDY Olympic Peninsula In the Pacific Northwest, what are the top 3 places, in your opinion, to participate in the activity/activities that you rated in the previous question? • • •
Olympic Peninsula National Park The Oregon Coast Mt. Rainier
118
CAP STUDY PHYSICAL ATTRIBUTE RATING: Based on your past experiences, how would you rate the following community attributes of the Olympic Peninsula on a scale of 1-10? With 1 being “poor” and 10 being “excellent.”
Scenic beauty
9.13
Recreation opportunities
8.49
Camping options
8.37
Family-friendly offerings
8.36
Appeal of area attractions
8.14
Recreation service providers
7.86
Appearance of cities/towns
7.85
Walkable downtowns
7.84
Lodging options
7.72
Signage Dining options Meeting and convention facilities Arts and cultural venues Shopping variety
7.53
7.41 7.24 7.15 7.07
119
CAP STUDY EXPERIENCE RATING: Based on your past experiences, how would you rate the following experiences on the Olympic Peninsula on a scale of 1-10? With 1 being “poor” and 10 being “excellent.”
Nature experience
8.86
Uniqueness
8.47
Quality of experience delivered by area attractions
8.46
Hospitality of staff
8.18
Knowledgeable staff
8.11
Accessibility Affordability Festivals and special events
7.93 7.69 7.65
120
CAP STUDY Did you utilize any of the following resources in planning your trip?
Friends and Family
51%
Olympic National Park Website or Guides
31%
Visitor Center on the Olympic Peninsula
23%
Official Olympic Peninsula Region Website
17%
TripAdvisor Individual Community Site on the Olympic Peninsula
13%
Facebook/Twitter
11%
None of the above
9%
Other
7%
Official Olympic Peninsula Travel Planner
6%
AAA
2%
Prior experience
2%
Other: AAA, none, past experience 121
CAP STUDY ALL RESPONDENTS
122
CAP STUDY Which of the following is most important to the Olympic Peninsula’s identity?
Connection to nature
32%
Diverse scenery/ecosystems in a compact area
25%
Olympic Peninsula Loop/Ideal Road Trip
21%
Proximity to Seattle
8%
Proximity to Canada
5%
Rural/more open space
3%
Cape Flattery
3%
Other
2%
Other: Rain, oyster growing 123
CAP STUDY Which of the following is most important to the Olympic Peninsula’s identity? By city. 3.81%
Other
0.95% 1.90%
Cape Flattery (most northwest point in the continental U.S.)
3.81% 7.62%
Proximity to Canada
2.86% 5.71%
Proximity to Seattle
9.52% 22.86%
Olympic Peninsula Loop/ideal road trip
20.00% 30.48%
Connection to nature
34.29% 2.86%
Rural/more open space
3.81% 24.76%
Diverse scenery/ecosystems in a compact area
24.76%
0%
10%
20%
30%
40%
Portland metro Seattle & Tacoma metro
124
CAP STUDY Olympic Peninsula In your opinion, what is different about the outdoor recreation offerings of the Olympic Peninsula compared to other destinations in the Pacific Northwest? • “A lot of history and culture, and the diversity is amazing. Rainforests, a national park, beaches, and a mountain range all in one area.”
•
“The availability of various modes of water transportation.”
•
“I like that you can drive from a great urban area such as Seattle to the Olympic Peninsula in such a short time. You can see a lot of various sites both urban and rural/forest in a short trip. This is nice if you don't have a lot of time and/or money. There is something for everyone to enjoy.”
125
CAP STUDY Which of the following levels match your total household income?
more than $250,000
1%
$200,000 - $249,999
1%
$150,000 - $199,999 $100,000 - $149,999
5% 14%
$75,000 - $99,999
18%
$50,000 - $74,999
24%
$25,000 - $49,999
24%
less than $24,999
13%
126
CAP STUDY What is your gender?
Female
50%
Male
50%
127
PERCEPTION STUDY Purpose The purpose of the Perception Study is to gain an in-depth understanding of the brand perceptions of the Olympic Peninsula among important target audiences. What do these constituents of the brand have to say about the area as a place to visit? Methodology & Results North Star consultants conducted perception interviews via telephone. The targeted audiences included state and regional tourism industry professionals and competitor communities. Questions were phrased to gather qualitative information. An executive summary for the data is provided on the following pages.
128
PERCEPTION STUDY How would you describe the Olympic Peninsula’s current reputation? What is it most known for?
“Their reputation is relatively good, known for forests, oceans, native culture, and small cities. Forks and Twilight come to mind. Natural beauty.” “I was surprised by all the clear cutting along the highways; I was expecting it to be lush and green. The resorts were wonderful – Lake Quinault, Lake Crescent. The Peninsula is the Hoh Rain Forest, wonderful, old resorts and beautiful beaches. Forest/rain forest – has kind of a historic feel. There are also fun things like the animal farm, lavender farm, Port Townsend, and Forks. I spent the night before it became popular.”
129
PERCEPTION STUDY How would you describe the Olympic Peninsula’s current reputation? What is it most known for?
“Known for Olympic National Park. Also, Twilight. It has been a recent thing.” “Because I follow them on Facebook, I see them as an outdoor recreation destination. Secondly, an events place. They have great events – Wooden Boat festival.” “It has natural beauty. Well known.” “Olympic Peninsula is really utilized a lot more in the boating world above all else. Next door to Olympic Peninsula don’t see much marketing coming up towards the Olympic Peninsula. We could reach out to those places more and spend money down there.” “The Olympic National Park and the Rain Forest.” “Most known for Hurricane Ridge, Hoh Rain Forest, Forks – Twilight.” “Most known for the mountains – number one destination attraction. People are looking for that escape.”
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PERCEPTION STUDY How would you describe the Olympic Peninsula’s current reputation? What is it most known for?
“It’s viewed as an outdoor mecca. Outdoor activities and beautiful scenery. It is also known for the former timber industry that ended in the 80s, which resulted in economic difficulty.” “Rain Forest.” “There are a number of things. The Olympic Mountain range is a four season destination. The Olympic National Park is a very well-known and visited destination. Neah Bay is certainly off the beaten path, but people go up quite a bit. The east side towns, the Hood Canal side, is very well-traveled.” “Lots of interesting destinations. Port Townsend, Port Angeles and Sequim.” “Hiking, forests, spotted owls and now vampires.”
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PERCEPTION STUDY How would you describe the Olympic Peninsula’s current reputation? What is it most known for?
“The coastline, mountains. I think there may be some fear of not knowing where they are going or how to get there. They don’t know they could go a northern or southern route – just not the middle. They also don’t know the difference between the highways – funky how 101 works. People always ask for better maps. GPS will work, but they’re not sure how to get to where they are going. Cell phone signal drops constantly. If you don’t have Verizon, it won’t work. Tangible paper is still important. Lake Crescent and Ruby Beach – most don’t know about it. They don’t know about the ferry to Victoria. Cheap and fast.” “Too much unknown. Visitors have all been there at least once for a school trip, but most haven’t been back. Walla Walla trip is just as far. If you’re trying to target Seattle residents – need to target them when they are visiting other destinations. Could be doing that weekend in Western Washington. I think they could be a better destination with advertising. They are not getting information out to the fringes. Not everyone takes the ferry over. People want to do the Olympic Peninsula Loop, but the literature isn’t in Long Beach or even in Seattle.” “People have an aha-moment – gosh, it’s been years since I’ve been to the Olympic Peninsula. Jewels of the North West that you can’t get anywhere else. A lot of fun facts – rains shadow, rain forests – so many people don’t know about resources. Eastern WA/Eastern OR – call Seattle the coast. Many don’t understand that the Olympic Peninsula is out there. Northern Washington is not known for Pacific Coast like Northern Oregon. They may want to put out Chinese Literature at Seattle Airport. The Chinese are big on travel agencies – don’t come and just get a car. They want planned, exact things to do.”
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PERCEPTION STUDY Which city in the region or asset do you find has the most appeal to potential visitors?
“City: none comes to mind but assets are the mountain range, hiking/outdoors, Lake Quinault, the Pacific beaches, and Hoh rain Forest.” “Visitors come to Seattle for the metropolitan experience, and venture out into nature from there.” “It depends on what people are interested in. It has an even mix of scenic beauty and town centers.” “Outdoor areas – the rainforest and the mountain area. Hurricane Ridge – it’s absolutely gorgeous – the national park is phenomenal. Something I would jump on to promote is the National Park.” “Definitely Port Townsend – charming, Victorian town – with lots to offer.” “Port Angeles – it’s the largest city and the jump off point for ferries going into British Columbia. Sequim is situated in an area that gets a lot of sunshine. It’s an anomaly within the Olympic Peninsula, and it’s known for that.”
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PERCEPTION STUDY Which city in the region or asset do you find has the most appeal to potential visitors?
“Forks, because of Vampire/Twilight. Other than Forks, Port Angeles, and Port Townsend, I don’t think people are that familiar with the cites. Culinary aspects of the region – the loop – are a draw. Local foods and local wine seems to be popular.” “Hoh Rain Forest has the most appeal. I grew up in Oregon – moved up WA in 2000. I knew the Olympic Peninsula for that.” “Olympic National Park – not a specific city. It’s a non-city destination.” “I think Sequim has huge potential because of lavender and the rain shadow thing. Port Angeles needs a little sprucing up. It has a lot of potential, but it’s not there yet. On the West Side/Pacific Ocean – no big cities, but spectacular scenery. A lot of foreign visitors find that really unique – rain forest. Sequim is best positioned to really shine.” “The north east side has the most appeal. There are festivals in Sequim. Lake Crescent and Lodge in Port Angeles too. The wine Industry in that area puts on three annual events as well.” “Port Townsend – it is a very historic town. Goes back to the 1800s and has lots of interesting events throughout the year.” “Besides Twilight – the forests and getting to see big trees.” 134
PERCEPTION STUDY In your opinion, how does the Olympic Peninsula differ from the other destinations in the Pacific Northwest? • • • • •
•
•
“Lots of rain and fog/mystique. Twilight adds to that.” “Every place is different…it has a major National Park experience. The Loop around is a draw, but it takes a long time and most don’t understand how long it will take.” “People feel it’s more rustic. The negative impression is that there’s nothing there. People don’t see it as a whole – lots of different attractions. Music, food, cider, wine.” “Unique aspects – mountain and rain forest. Kitsap focuses on water trail and water aspects. Olympic Peninsula can do a lot more because of their geography.” “You have everything in one specific geographic location – ocean, mountains, farms. It’s a great representation of the entire PNW.” “It really boils down to the rain forest. It is the only temperate rain forest in North America – very unique selling proposition. It has a beautiful, rugged coastline; it’s remote and more difficult to get there. It’s more difficult to get there because of the Olympic Mountains. It’s a destination – not a pass through.” “The Olympic National Park.”
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PERCEPTION STUDY In your opinion, how does the Olympic Peninsula differ from the other destinations in the Pacific Northwest? • • •
• • •
“They have the Rain Forest – no other state has them in the Lower 48, truly unique. The beaches are incredible and different from the South Washington Coast or the Oregon coast. That sense of wild and wide open spaces.” “It has mountains – not everywhere has mountains. It’s probably more natural than other destinations. Some of the competitors have been built up and remodeled. It’s more of a place to go for wildflowers, wildlife and scenery.” It’s the only destination that has a marketing organization in such a rural area. There’s Seattle, Spokane, bigger, urban DMOs. I can’t think of anywhere else that is as scenic, recreational, or rural. That sets it apart. Mt. Rainier could be positioned that way as well.” “The Rain Forest is one unique thing that others don’t have – in WA and in the country.” “They have huge strengths. They seem to have a larger area – more to do. You could hike, sail, go kayaking, shop, attend arts festivals, and so on. Visitors could spend a month there and never get bored. I love the fall – especially September and October.” “It’s darker, older, and ‘realer’.”
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PERCEPTION STUDY In your opinion, how would you rank Olympic Peninsula as a place to visit compared to other outdoor recreation destinations in the Pacific Northwest? • •
• • • • • •
“On a scale of 1 to 10, with 10 being highest, and there being a list of “The Top Ten Recreation Places in the PNW”, it would be in the top five.” “Higher from the Seattle perspective. Easy to get to, all you need is a car, and it’s not as crowded as Mt. Rainier.” “High. There is so much diversity among the landscapes.” “At the top. One of the biggest selling points is the National Park. Three National Parks and an active volcano, orcas – all within a half day’s drive. They’re the top sellers.” “Rank it in the Top 10 for sure. Whenever I talk about WA – I mention this. Maybe even top 5. Mt. Rainier, Mt. St. Helens, Seattle, San Juan Islands, the Olympic Peninsula and Wine Country – all must see places.” “Second or third. San Juan, Mt. Rainier and then Olympic Peninsula.” “For hiking – it’s number one. You can hike to lakes, through the rain forest, hikes that include elevation, around the river where it’s flat, or an ocean beach in the sand; it’s a hiker’s dream.” “One of the highest – rank it very high. San Juans are beautiful, but it takes a lot of effort to get there and actually explore. San Juans: go there once in a while. Getting to the Peninsula is much easier and more to do.”
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PERCEPTION STUDY In your opinion, how would you rank the Olympic Peninsula as a place to visit compared to other outdoor recreation destinations in the Pacific Northwest? • •
• •
“The Olympic Peninsula experience is predominantly relaxing.” “When you’re talking about key destinations, the urban destinations rise to the top. Vancouver BC, Seattle, Portland – those are the top in my mind. But if you’re talking about natural destinations, I would say it’s within the top 5. Distance and access are barriers. Other places are quicker to get to. If I had limited time I would go elsewhere.” “It certainly wouldn’t compare with ski areas in other parts of WA. I could compare it with outdoor camping, visiting farms, and definitely hiking and boating.” “It is a must see. It takes a little effort getting to it – but always worth it.”
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PERCEPTION STUDY How would you say that most outsiders refer to the Olympic Peninsula? What’s in their vernacular? • • • • • • •
•
“Not OP. Hip is all hype out there. Olympic Peninsula.” “Some call it Olympia, North Olympics, or Olympics.” “Not sure.” “Olympic Peninsula.” “OP is an insider term. Most people say the Olympic Peninsula.” “The Olympic Peninsula or the Olympic Mountains, but those are within the Peninsula. The Hoh Rain Forest gives people a mental picture. Otherwise, people don’t know what the Olympic Peninsula means.” “Observations: I think people that are from far away call it the Olympic Peninsula. Locals get irritated with local media who grew up in San Francisco – they constantly refer to the Kitsap and the Olympic Peninsula as the same thing – they’re two very distinct regions. They mistake the areas as one and the same. Key Peninsula/Kitsap Peninsula are often also mistaken.” “I’ve heard people say the OP – could be California or East Coast. OP would be a term that maybe those in NW would understand. Olympic Peninsula gives you a destination.”
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PERCEPTION STUDY If you were charged with solely promoting the Olympic Peninsula what would you focus on? • • • • •
• •
•
“Magic & mystique via the forests, native heritage, local legends and lore.” “Getting the right people out there.” “Food and wine.” “Focus on natural aspects. Think day to weekend travelers – focus on the Kitsap Peninsula folks that can come out for a day, or the Seattle crowd that would come out for a long weekend. Emphasize local tourism.” “They do a great job of working with Seattle. If there were a way for them to get out and attend things like the International Trade Shows or Sales Trip – it would be great for them. When Seattle is out doing things, that’s one of the areas that everyone is asking about. Budget to do more outreach.” “ I don’t see a lot of advertising per se for the Olympic Peninsula. It used to be more so in old WA state visitor guides. Not seeing it as much anymore – really focus on rain forest.” “ I think that they should focus on families. Sequim has a reputation for being a retiree community. They are doing a ton of highway construction. There is so much traffic in the summer. I think family vacation market is an opportunity – instead of going to Disney Land. Currently, they’re not getting info.” “The website needs to be improved. I don’t get the sense of everything that the Peninsula has to offer from the website. Could be improved. When I go to the website, it doesn’t give me the excitement and splendor of the Olympic Peninsula. There is an opportunity to improve there.” 140
PERCEPTION STUDY If you were charged with solely promoting the Olympic Peninsula what would you focus on? •
• •
•
“I know they are doing some culinary loops and waterfall loops, but maybe they need to stick to one thing. I would think that the rain forest would be a year round attraction. San Juan tries to stick to islands and whales. That’s what is most unique to them. They’ve been promoting it year round. Olympic Peninsula doesn’t have enough funding to do marketing in the winter; just do campaigns March-October. Everything else, hopefully consumers can find on the website and through social media.” “Probably the naturalness. I think a lot of people are looking for that. You can see wildlife in their natural habitat, wildflowers, and beautiful scenery.” “They need to have a comprehensive voice. Have some pieces like waterfall map and others, but they don’t look like they are coming from the same places. It’s not cohesive. It needs to say Olympic Peninsula at the top of every brochure and look similar but capture separate audiences.” “Money comes from lodging, but people don’t come for lodging, they come for activities. They need to flip that mindset.”
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PERCEPTION STUDY If you were charged with solely promoting the Olympic Peninsula what would you focus on? • •
•
“Natural assets – focus on scenery and outdoor activities. I also would think about the growing culinary industry – wine and food. Think about outdoor activities that may not be known like paddle boarding.” “Access to unspoiled nature. The Rain Forest is otherworldly and so unique. Focus on that and really target outdoor recreation enthusiasts. Nature lovers for sure– it’s a bucket list kind of place. The downside is that it’s a rain forest. The perception is – do I really want to be in the rain my whole vacation? Because of that – people who live in Puget Sound think they get enough rain. If you want to get away, you want to get away from the rain. You want something different from a weather perspective. So that’s a hurdle – they need to sell proximity and access to places that aren’t as rainy in the region.” “The forests, history, and logging culture.”
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PERCEPTION STUDY Who should the Olympic Peninsula be attracting? (Demographic, personality, niche market, geographic market)? • •
• •
•
“Outdoors folks.” “Everybody. It’s great for weekends, outdoor enthusiasts, families. There is something for everyone. People think that there’s not much going on, and people think it’s farther away than it is.” “The age group between 25-55. The average Washingtonian is a very active person. A very outdoor group of people live here – boating, hiking, as long as they can do it outdoors. Financially speaking, the Seattle Market. Looking from there – Tacoma, Bremerton.” “Travelers that come from overseas. It’s their 3rd or 4th trip to the U.S. They’re comfortable driving. They tend to be slightly older, higher income and education level, really want to explore and not go racing by on a bus. They really get to know the area. They’re an Ideal demographic.” “It could appeal to everyone. Olympic Peninsula has variety. Its two main wonders are the rain forest and the beautiful beaches. Rain forest just sounds intriguing – moss and greenery. A lot of people from outside Pacific Northwest are amazed by how green it is. Maybe visitors in the summer from hot states – Arizona, Texas and Florida are good targets.”
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PERCEPTION STUDY Who should the Olympic Peninsula be attracting? (Demographic, personality, niche market, geographic market)? • •
• •
•
“The outdoor adventure traveler. Hikers would be number one.” “Those with disposable income. I’ve seen different travelers throughout the years – early spring breakers, snow birds before Memorial, after Memorial everyone is traveling, labor Day drops in volume, and then we get retirees that want to travel in the off season. Fall season: Seattle and Northwest are great for September and October. Winter: see more families.” “I recently saw the culinary loop on the Olympic Peninsula – the Pacific Northwest is seen as this real resource of seafood – oysters and salmon. Olympic Peninsula needs to capitalize on the culinary aspect more – right off the beach dining, cooking lessons, shell fishing, etc.” “What’s so great about the Olympic Peninsula is it that it attracts so many different visitors. For instance, the Park itself and the beaches attract younger people. Hikers and really outdoorsy people, avid travelers. The other areas that attract older – baby boomers – they kind of have the luck of the draw. Events attract families. Consider the arts and all the performances at Fort Worden – there is just a gold mine on the Olympic Peninsula. It doesn’t come through on the website itself. Olympic Peninsula is in a very luck-oriented position.” “Outdoors enthusiasts, nature lovers, and families as well. Those looking for a weekend getaway (short distance from Seattle).”
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PERCEPTION STUDY Who should the Olympic Peninsula be attracting? (Demographic, personality, niche market, geographic market)? • •
•
“Active, outdoor adults. Even families – there’s something for everyone.” “I don’t know who their current visitor is. I would guess that it’s not just Puget Sound – probably reaching visitors from an international pull. It’s almost one of those 7 wonders of the world type of places. The struggles: expanding the Canadian visitor. British Columbia has lots of access to nature, mountain, whale watching and fishing. They have that opportunity to bring Canadians in, but they can’t get them just because of the nature thing. They already have it. It might be interesting to people from the places that are hot and dry and flat – southwest or the central U.S. That’s an experience to come and be in the cool, rainy climate. It could be pretty appealing.” “Families, singles, couples – all ages. There’s tremendous opportunities for all. Something in that region for every age.”
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PERCEPTION STUDY What do you find most intriguing about the Olympic Peninsula area? • • •
•
“The diversity of options. You can spend as much or as little time as you want out there.” “The unique ecosystems that are so close together. You have the coastal areas, then go down the road and see the Hoh Rain Forest. You have a lot of great forests in the NW, but nothing compares to the Rain Forest. Then there’s Sequim: no rain vs. Pacific Side – totally different.” “It’s really fascinating, the different pockets of weather – sunny Sequim, rainy rain forest, and beaches where the waves are crashing. The variety of ecosystems is just fascinating. I don’t think many people know about the Native American connection; that’s something that could be marketed.” “You can go up there and look out onto the water and see the mountains, the forests, and absolutely fall in love with the place. There is a kind of spiritual element to the place because it is so beautiful. It’s not a static place, It’s a very vibrant community. The organization of promotion is pretty advanced. You have Centrum arts community – a countywide alliance. They put on a premiere arts program. The town seems to be vibrant – and not a ton of turnover. Some of the stores have been there for decades. Great local involvement too. Wonderful place. I’ve hiked many times up there, there is a lighthouse at the end of the Spit – New Dungeness Lighthouse on nature preserve. One of the most amazing experiences is walking on shore with wildlife following you. You’re spiritually blind to not see it as a unique experience.” 146
PERCEPTION STUDY What do you find most intriguing about the Olympic Peninsula area? • •
•
“I’m attracted to small towns. Olympic Peninsula has a lot of historic, authentic communities. And the scenery.” “The fact that, unlike other locations in the state, the saltwater/tidal waters surround the Peninsula – it’s very intriguing and very affordable. That is very different from other parts of Washington.” “The land and history.”
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PERCEPTION STUDY What is the most under-promoted or under utilized asset on the Olympic Peninsula? What about that asset should be promoted? • • • • •
•
“Not sure…tribal history?” “Diversity. People focus on scenic aspect, but there is so much more. For example, high quality food.” “It’s a shame that most people don’t take the time to really explore. People don’t visit areas that aren’t on the main loop. There are opportunities to promote those areas more.” “Lake Crescent isn’t promoted, nor is Lake Ozette.” “Focus on smaller details. The experiential traveler is more prevalent – they want to experience things – they don’t just want to go to a museum and look at an exhibit. Kayak and go on a picnic. Forks: going to settings in the book. Volunteer vacations – those are what people are looking for. The Culinary Loop has been popular. People like that idea, now present those opportunities.” “There are top areas that may be under promoted. Sequim has a terrific downtown, a wonderful historic Main Street, great weather, and hardly any rain fall. A best kept secret. Townsend gets a lot of the fanfare. While Port Angeles could use some spiffing up. It’s known as an industry town/lumber town. They could develop what there is to do for visitors more.”
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PERCEPTION STUDY What are the destination’s biggest challenges? • • •
•
“Isolation, rain.” “General lack of awareness – everyone knows Mt. Rainier, but people only know Olympic Peninsula by word of mouth.” “ It doesn’t seem exciting to outsiders. There’s more draw to other areas. It has a lack of promotion in general.” “I guess they are probably very diverse and have a much larger geographic area of members to make happy. It needs to have a more narrow focus. Make sure that everyone is on the same page, and then get them here. Ease of travel is another issue. It should take top priority. People do have to take a ferry from Port Townsend. Get started at the top of the Peninsula. For San Juan, there are only 3 ways to get there – ferry, boat or plane. Make sure people know the gateways.”
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PERCEPTION STUDY What are the destination’s biggest challenges? • • •
“Distance from big cities.” “Don’t see a lot of emails coming out of there. Email marketing is really expected. I subscribed, but do not get a lot of emails. A more story based destination would be great. That’s what people and tourists relate to.” “Examine where visitor centers are located and what days and hours they’re open. Sometimes they’re not open on the weekend, and it could be a problem for newcomers trying to find maps and information. That would be one particular issue to look at. Whenever I’ve driven up that way, I’ve always been able to find a center that is open. Some of the smaller places like Hoods Port, Shelton, Neah Bay – maybe it’s harder to get information there.”
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PERCEPTION STUDY Where are the areas of greatest opportunity? • • •
• • • • •
“The magic of the land and heritage.” “Offer geographic information - information on the various towns and what they offer.” “Food and wine. Fresh, local ingredients. Promotion of the very high quality meals. Port Ludlow gives vouchers for local farms, guests pick what they want from the farm, bring it back to restaurant for the chef to prepare; it’s just a good idea to think about.” “Try a Rain Forest Trail, in addition to a waterfall trail. Talk more about the rain forests.” “Getting there. The distance is difficult to manage. It’s a time commitment.” “Available lodging. There are a lot of mom and pop lodging options. A lot of lodges are only open seasonally, and the area needs to be more diverse. Something like a Great Wolf Lodge would draw a lot of families.” “There’s a lot to offer the foodies. Culinary events/packages would be a draw.” “What’s there that’s no where else? Promote those assets.”
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PERCEPTION STUDY What is missing from the destination that, if added, would help attract more visitors? • •
• • • • •
“Nothing comes to mind off hand.” “Organization. There’s always other people that think they can do the job better. Smaller organizations jockey for the same funding. Little organizations may hurt the umbrella organization as a whole. We should join forces and really go at it. If you go to Tri-Cities or Walla Walla area, they’re able to do a lot more and promote the entire area. The budgets on this side are a lot smaller. They’re funded by tax payers at the end of the day. Unique areas can be worked on. The Olympic Peninsula is not a very wealthy area. That makes it difficult.” “Infrastructure and more accommodation choices. Part of the Olympic Peninsula appeal causes this to be a catch-22, but there are times in July and August when everything is full.” “It’s hard to find restaurants, if you’re not right within cities. The biggest complaint about Washington is signage. A dining guide would be helpful. Maybe add a grocery store – something on the Culinary Loop.” “I’m not familiar with the situation, but family-friendly lodging would help. I know it’s hard, but dining is important. It’s hard to sustain in the off season, but it’s really important year round.” “Lodging.” “Can’t think of anything. Everything is there.”
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PERCEPTION STUDY Would you agree that the Olympic Peninsula Loop is seen as a top road trip in the Pacific Northwest? “ • • • • •
• • •
“Indeed.” “I think it’s unknown – people are unaware of how long it takes. A little sketchy on the west side of the loop – not much out there.” “It’s a good idea – but not communicated in a way that makes people want to do it.” “Not familiar. I have driven it many times – not thought about as a loop. Have some really great spots all along the way. AJ’s in Port Ludlow – fantastic! All of those towns offer great things.” “Yes. Europeans come in drive the loop, then go down to San Francisco. The Cascade Loop goes over both sides of the mountains. Similar timeframe. A lot of people will spend a week to do it. Another loop is Seattle, Mt. Rainier, Mt. St. Helens, and then back through the wine country. “ “Wouldn’t be something she was aware of, I don’t hear people talking about it.” Not by the name. Road 101 does loop around the Peninsula. 101 Loop would know.” “YES.”
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PERCEPTION STUDY Would you agree that the Olympic Peninsula Loop is seen as a top road trip in the Pacific Northwest? “ • • •
•
“I do think it of as a loop. I did a half loop – two sided square. Could talk about it maybe in a different way – Rain Forest Loop/Beach Loop.” “Yes. The loop is pretty big – people don’t think of it that way.” “A lot of people see it as a loop, but it’s an 8 hour loop. A hard pill to take for a day tripper. I’ve taken friends and have done it. Do the whole thing and come back through Olympia. Matter of breaking it into pieces; that’s easier. You see three different regional areas – between the coastlines: the rain shadow, rain forests, and high peaks: seeing Victoria and Mt. Rainier. Spend two to three days on the Peninsula because you’ll want to break it up.” “I don’t see it promoted as a top road trip, but it certainly is. Friends in Portland will say – ‘going up to the Peninsula.’ Of course, it’s beautiful. There is a Cascade Loop and Scenic Byway. I see materials for that all the time. In the last year, I saw a big promotion of the Twilight series in NW Washington. Fairly successful social media program. Don’t know about what they’ve done with those ‘likes’ since then.”
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PERCEPTION STUDY How important is it that the Olympic Peninsula is home to the northwestern most point in the contiguous U.S.? • •
• • •
•
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“Really? Claims to such fames are so yesterday. Move on. In other words on a scale of one to ten… a minus 3.” “Yes. I tell that to all of my guests and suggest that they visit it. It does take 14 hours round trip from Seattle.” “Point of interest, but not drawing a lot.” “Unique selling point. Most people are familiar with it.” “There is a certain interest in that. I had a group out there last fall, went up to Cape Flattery and hiked out to the end. They were really excited. The fact that they can’t drive to it does limit it some. But that’s also part of the allure. Definitely something that people take note of. It’s a very amazing ‘end of the world as we know it.’” “It’s extremely important. It’s fabulous. It is the upper left-hand corner of the lower 48. An important part of that is someone can jump on a ferry in Port Angeles and inside of 2 hours be in British Columbia. Strait of Juan de Fuca is also important. It’s critical to the upper-left hand corner – central part of the loop.” “Not very, but it’s a good tidbit.”
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PERCEPTION STUDY In your opinion, are most residents in the Pacific Northwest familiar with the amount of diverse ecosystems that exist on the Olympic Peninsula? • • • • • • •
“Moderately so, but rain perceptions trump them all.” “No. I wouldn’t know if I didn’t have this job. Most who live in PNW never get out there.” “No. People are jaded toward scenic beauty.” “Yes. Probably heard about it from friends and family.” “Most people in Washington would know. Outsiders may be aware of it, considering that travelers are increasingly more concerned with the environment and want to travel to unique places that they won’t find anywhere else.” “Yes.” “Not sure. I am just because I visit. A lot of time when people think of the Olympic Peninsula – they think of the Park and Port Townsend.”
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PERCEPTION STUDY Would you agree that the Olympic Peninsula is a mystical place? Why or why not? • •
• •
“It’s promoted by the Twilight series, and the lady of the lake story, but for the most part it isn’t promoted as mystical.” “Yes. It’s easily forgotten and visitors don’t know what it has to offer. I live here and every year I think about going to Hurricane Ridge. Every time I go to the National Park it’s different. The rain forest is different every time depending on the weather.” “Yes. There is something about it just being in the forest; it’s so majestic. It has a way of putting you as a human being in your place. It helps you realize that you’re just a very small part of this world because the Peninsula has been there for thousands of years.” “Yes. Because of the rain forests, greenery, and the beautiful beaches. When you see pictures of the beaches, big skinny rocks sticking up, really their beach is more interesting because of those formations compared to just a regular beach. I wanted to go back and visit the north county. I’ve seen pictures showing the formation. Mystical is a good word.”
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PERCEPTION STUDY Would you agree that the Olympic Peninsula is a mystical place? Why or why not? • • •
• •
“A little. Forks is helping with that and the rain forest.” “Yes. Really good word. Mystical evokes fog, and all the things that relate to the rain forest. Also applies to the Native American part. It’s not overdeveloped. It’s still very much the way it’s been for thousands of year. Full of mystery and discovery.” “Definitely. I’ve experienced it myself, it’s mystical and spiritual. There is something about the area that just touches people. It has a lot to do with nature and the absolutely beautiful surroundings. It also has to do it with the people there - they are so friendly. I’m touched by how friendly they are; I can’t help but be when surrounded with beauty. Olympic Peninsula really has a tremendous amount of things to offer, yet it offers a niche. The niche is the beauty of nature and strong historic sense of place. Great sense of place.” “There are a lot of international FAM tours. They visit Seattle and put the FAM Trip together. FAM tour groups are seeing San Juan and Olympic Peninsula together. When people come in, talk about the loop in general – Vancouver, Seattle, and San Juan’s.” “It is definitely mystical; look at the Native American history and logging history.”
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COMPETITIVE ANALYSIS Purpose To better understand what the Olympic Peninsula’s competition is currently offering in terms of delivering the tourist experience. Methodology & Results North Star reviewed each of the following destinations’ communication materials to compile a short synopsis of their tourism attributes. The materials reviewed include but are not limited to the destination’s website, the CVB website, area attraction websites, as well as other communication materials such as brochures and visitors guides. TOURISM Mt. Rainier, WA Vancouver Island, Canada San Juan Islands, WA Oregon Coast, OR Long Beach Peninsula, WA
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MT. RAINIER, WA Positioning Lines: •
CVB: None found.
Marketing Messaging: •
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The Mt. Rainier visitors site markets the region as the perfect setting for a unique vacation. It not only promotes the Park’s scenic beauty and natural assets, but the surrounding communities as well. The site also emphasizes the Park’s accessibility, noting that it is only a short drive from Seattle, Tacoma, Olympia, Portland, and Yakima Valley, and less than two hours away from both Sea-Tac and Portland International Airports. The site heavily promotes the diversity of activities that the region has to offer. An entire section of the website is dedicated to providing information regarding activities based on particular seasons. Here you can find information regarding hiking, mountain biking, fishing, snowshoeing, cross country skiing, etc. The site offers users a variety of sources for information. In addition to the information located on the website, there are links to the organization’s Facebook, Twitter, and YouTube pages, and an e-mail newsletter. There is also a tool to book lodging directly on the homepage.
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MT. RAINIER, WA
Visuals: • • • •
The website has a very strong sense of visual branding. Unsurprisingly, the most heavily emphasized asset is Mt. Rainier. Both the top banner and the logo utilize prominent images of the mountain. There are also several other photos of the peak throughout the site. There is a slideshow in the center of the homepage that displays images of both the region’s natural assets and commercial attractions such as spas and hotels. The site uses a color scheme of earth tones – tan, brown, and forest green – which reinforces the sense of the outdoors.
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VANCOUVER ISLAND, CANADA Positioning Lines: •
CVB: None found.
Marketing Messaging: •
•
• •
The Vancouver Island visitors site heavily markets the diversity of the region’s ecosystems. It highlights outdoor assets such as mountains, beaches, oceans, wildlife, and old-growth rainforests, as well as the attractions of its cosmopolitan centers, including shopping, dining, and lodging. The area’s accessibility is also emphasized. It highlights the convenience of the airports in Victoria and Comox, the island’s close proximity to Vancouver and Seattle, and availability of charter float planes and B.C. and Washington State ferry systems. The site offers several pages of information regarding outdoor assets, which are organized based on land or water activities. The site offers electronic copies of an official Visitors Guide, Outdoor Guide, and Lodging Guide. There are also links to the organization’s Facebook, Twitter, and YouTube pages. They also offer a free eNewsletter.
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VANCOUVER ISLAND, CANADA
Visuals: • •
•
The website has a strong sense of visual branding. There is a very large slideshow that takes up the entire top half of the homepage. It displays images of both natural assets and cultural attractions such as wineries and restaurants. There are also large banners at the top of each subpage that display images of various natural assets. The color scheme – blue and white – serves to evokes thoughts of water and water-related activities.
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SAN JUAN ISLANDS, WA Positioning Lines: •
CVB: None found.
Marketing Messaging: •
•
•
The San Juan Islands visitors website primarily promotes the region’s outdoor assets. It emphasizes whale watching, kayaking, hiking, biking, boating and fishing. In addition, the site promotes cultural attractions such as spas, restaurants, art galleries, and shops. While the site does not discuss the Islands’ accessibility in terms of convenience (one needs to take a ferry or seaplane to get there), it markets it as “half the fun” of the trip. Through these modes of transportation, visitors are exposed to unique views and experiences. The site offers additional information in the form of a downloadable visitors guide, an eNewsletter, and links to the organization’s Facebook, Twitter, and YouTube pages.
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SAN JUAN ISLANDS, WA
Visuals: • •
• •
The website has very prominent visual branding emphasizing its natural assets. The homepage has a slideshow which displays images of the various natural settings (ocean, forest, mountains) and there are various other photos of natural assets throughout the site. In addition, the bottom of the page is a watercolor painting of the ocean with mountains behind it. There is also an entire page devoted to a photo gallery, which includes pictures of both natural and cultural assets. The color scheme – light blue and white – serves to evoke a sense of the ocean.
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OREGON COAST, OR Positioning Lines: •
CVB: “The People’s Coast.”
Marketing Messaging: •
• •
•
The Oregon Coast website does not have any marketing narrative, but provides information regarding attractions and lodging in a directory format. In this regard, outdoor and cultural assets are emphasized equally. There is no mention of the region’s accessibility. There is a page of the website titled “Stories from the People’s Coast” which provides more in-depth information regarding particular assets in the region such as the best beaches, local breweries, and whale watching. Additional information about the region is provided through email newsletters, requested visitor guides, and Facebook, Twitter, and YouTube pages.
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OREGON COAST, OR
Visuals: • • •
•
The site has a very strong sense of visual branding. The homepage has a slideshow which displays photos of both natural and cultural assets. There are also various other photographs throughout the site. There is a map of the coastline on the left side of the site with all of the various communities in their respective geographic locations. Clicking on a name will lead users to a profile of the selected community, including information and photographs. The primary color of the website is a sandy yellow/tan, evoking a sense of the coast.
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LONG BEACH PENINSULA, WA Positioning Lines: •
CVB: “Discovery Awaits!”
Marketing Messaging: •
• • •
The Long Beach Peninsula CVB site markets the community as a beach for families, teens and children. The site highlights the fact that there are so many things to do, see, learn, taste and explore on the Peninsula. Homepage navigation easily directs visitors to categories depending on their needs – Play, Stay, Eat, Shop, Explore, Events. The site also highlights the fact that it is home to three state parks and a wildlife refuge center. There is no mention of the town’s accessibility. The site offers additional information through a free vacation planner, an events calendar, an information phone number, and Facebook, Twitter, and YouTube pages.
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LONG BEACH PENINSULA, WA
Visuals: • •
• •
The website has a strong sense of visual branding. The top banner showcases photography of a wide range of assets from food to scenery to attractions, and changes with each new page. The photography helps support the line that there are many things to discover in Long Beach. The logo utilizes an abstract wave. This symbol reinforces the sense of a beach town. The site is primarily tan, blue and green. This color scheme reinforces the elements found on a beach – sand, water and greenery.
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COMPETITIVE ANALYSIS SUMMARY What do these communities share in common? What differentiates them? • • • • •
All of the sites made reference to their natural assets – particularly their beaches. While Oregon Coast and Long Beach Peninsula play up their natural assets graphically, they do not make them the primary focus of their sites. Oregon Coast and the Long Beach Peninsula were the only sites to not have any sort of marketing narrative, but it did provide a great deal of information. All of the sites had the same sources for additional information, though San Juan Islands was the only one that offered a means of booking activities on their homepage. All of the sites were very up-to-date and easy to navigate.
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INSIGHTS Where The Brand Should Be The Insights portion of this process comprises the emotional and subjective sparks – gleaned from our intellectual and objective research – that point like a compass to the strategic position that best supports the Olympic Peninsula’s goals. Olympic Peninsula’s primary goals include defining the following: • Drivers for visitation to the region • Effective marketing strategies to inspire identified visitor markets • A brand position establishing the region as the premier Washington vacation destination for outdoor enthusiasts With these objectives in mind, we need to focus the branding strategy in the markets that will be most receptive to the brand communications. Furthermore, the brand strategy must differentiate the Olympic Peninsula in the region and increase awareness and regard within the community and beyond. This differentiation must remain in keeping with the personality perceived by stakeholders, residents and visitors. Using the research gathered as fodder for thought, our insights come from asking numerous, provocative questions: • What emotional attachments can the brand hold for the consumer? • How does the brand fit into his or her lifestyle? • How can the brand best be used to redefine perceptions? • How can the brand stand out in the marketplace? These insights will become the framework of our creativity on behalf of the brand. 171
INSIGHTS
As a child, we are taught that the world is our oyster. We have the ability and the freedom to do anything or go anywhere and achieve to our full potential. 172
INSIGHTS We are constantly aiming to discover what we were put on this beautiful earth to do and how to live life to the fullest each and every day. Some people pray, some meditate, some read, some write, some pursue further education, some focus on good deeds, while still some others will travel to the far ends of the earth experiencing all the world has to offer.
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INSIGHTS
For centuries in pursuit of finding our ultimate purpose in life, people have been retreating into nature to discover something greater than themselves. For some, that search includes finding their life’s purpose, for others it’s a quest to reach a higher power, while others are just pursuing an inner peace. 174
INSIGHTS
“The earth has music for those who listen.� - George Santayana
Throughout history, these stories of people retreating into nature have transcended races, cultures, religions, and beliefs. A few examples throughout history include: 175
INSIGHTS
The walkabout. It is an aboriginal custom in Australia where a man disconnects from his daily routine and embarks on a solitary journey across the desert and country on a spiritual quest. This quest is unaided – the man must find his own way – with only the help of a spiritual power. 176
INSIGHTS
Henry David Thoreau. The goal of his spiritual journey by Walden Pond was to disengage from worldly distractions and live simply to discover everything he could about human nature. 177
INSIGHTS
Native Americans. In some Native American cultures, a Vision Quest is a rite of passage. The quest is solitary and involves a person spending one to four days and nights in the wilderness. This retreat allows the person to gain insight into themselves and the world, typically in the form of a dream or vision. 178
INSIGHTS
Mick Doge. Mick has spent the last 25 years living off the land on the Olympic Peninsula. Reportedly, he learns from the spirits of the land – allowing the earth to teach him.
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INSIGHTS “It needs to be hard to get here. The reward is in the journey.� - Quote from Research
From research, we found that today everyday explorers still value the connectedness that they feel when they retreat from worldly distractions and get back in touch with nature. As evidenced by the rise in experiential tourism, visitors want to get away from the everyday and really experience a place. See it, touch it, feel it, hear it, even taste it.
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INSIGHTS
According to research and confirmed by Mick and National Geographic, the Olympic Peninsula is just the place for someone looking to get closer to nature. It’s when we get back to nature that we discover the most about this great big world we live in and we really get to know ourselves. 181
INSIGHTS
What is it about connecting with nature that allows us to connect deeper with ourselves?
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INSIGHTS
Solitude “You can experience things here by yourself – without other travelers influencing your experience. This is your moment to get out and be away.” - Quote from Research
In nature, we discover solitude.
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INSIGHTS Inspiration “People travel to be inspired. The Olympic Peninsula experience inspires travelers. They leave changed for the better.� - Quote from Research
We find that nature is inspiring.
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INSIGHTS Natural Beauty “The Olympic Peninsula offers access to unspoiled nature. The Rain Forest is otherworldly and so unique. It’s a bucket list kind of place.” - Quote from Research
We discover the natural beauty of the earth surrounds us.
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INSIGHTS Complexity of Nature “When travelers visit the rain forest and it’s raining…they’re delighted! When they visit and it’s not raining…they’re still delighted!” - Quote from Research
We discover the complexity of nature.
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INSIGHTS Experience Firsthand the Wonders of Wildlife “There is something about the area that just touches people. It has a lot to do with nature and the absolute beauty of your surroundings.� - Quote from Research
We are able to experience firsthand the wonders of wildlife.
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INSIGHTS That Others Have Made this Same Journey Before Us “The Park itself is so huge and undeveloped that you really feel that you’re the only person on the planet. That sort of touches you in a different way – in your soul – it’s like you’re an explorer. You’re the first person exploring that area. It’s so immense, untouched and rugged.”
- Quote from Research
We realize that the world is immense. We discover that for centuries other explorers have made this same journey before us. 188
INSIGHTS
What we discovered from the research is that a visit to the Olympic Peninsula is a visit that allows you to truly experience nature. You’ll leave feeling completely restored – you’ll regain a piece of yourself that was previously lost in the hustle and bustle of everyday.
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INSIGHTS
Mother Nature has a way of putting people in their place –quietly reminding visitors that that while the world may be their oyster – sometimes the pearl is in their own backyard. The Olympic Peninsula is the pearl. It’s a place so special, it outshines everyone else. With that in mind, let’s explore how these insights have been articulated into a one-sentence brand platform. 190
STRATEGIC BRAND PLATFORM North Star funnels these strategic insights for the brand into a single sentence, the brand platform which can be used as a guide for creative expressions and implementation initiatives ensuring consistency and relevance.
Target Audience
For those on a quest for sublime serenity and scenery,
Frame-of-Reference
the Olympic Peninsula lives in the northwestern most point of the contiguous United States,
Point-of-Difference
where she presents timeless landscapes that shimmer with a mystical, otherworldly beauty
Benefit
allowing you to transcend the ordinary.
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BRAND PLATFORM RATIONALE For those on a quest for sublime serenity and scenery, • •
•
•
•
We are searching for those that want to explore the region. The solitude of the Olympic Peninsula allows visitors to experience nature without the distractions of other tourists. The word “quest” was selected because we want to communicate that to truly experience the Olympic Peninsula, travelers need to devote at least 3 days to traveling the Loop. Sublime is a powerful word. It connotes something so beautiful that it inspires great admiration or awe. The Olympic National Park is a World Heritage Site. As a destination, you have the authority to say the Olympic Peninsula’s beauty is truly one-of-a-kind. Throughout research, we heard about the peacefulness of the region. As a Peninsula you’re secluded. The Olympic Peninsula offers Seattle residents an escape to a rural landscape. There’s no doubt that your scenery is breathtaking. And it’s always evolving with weather patterns and through the seasons. You also have a wide breadth of landscapes to explore from majestic mountain peaks to the powerful Pacific.
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BRAND PLATFORM RATIONALE the Olympic Peninsula lives in the northwestern most point of the contiguous United States, • •
•
Personifying the Olympic Peninsula gives her even more power. As a destination the region is immense. There is so much for a visitor to see and do. From research, we found that many outsiders believe that Seattle is located on the Pacific Coast. We need to reinforce through messaging that the Olympic Peninsula is west of Seattle on the Coast. Cape Flattery is a big selling point for the region. As the northwestern most point in the contiguous U.S., it feels like you’re in your own corner of the world. It is part of what makes the region distinct.
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BRAND PLATFORM RATIONALE where she presents timeless landscapes that shimmer with a mystical, otherworldly beauty • •
•
• •
Here, again, the Olympic Peninsula is personified. It’s also a nod to the fact Mother Nature is a “she”. She’s warm and she’ll envelope you from every angle in the region. Timeless is a nod to the fact that the region is so unchanged. The area has been carefully preserved so that you feel as if you’re stepping back in time – perhaps as one of the first explorers of the region. One of the Olympic Peninsula’s competitive advantages is that you’re home to one of the most spectacular examples of a temperate rain forest along the Pacific Coast. Because of the rain everything is green and lush and shimmers. Shimmer and mystical are also nods to the towering waterfalls in the region. Over and over again, research participants described the region as otherworldly. The force of nature is so powerful here, you’ll feel her presence.
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BRAND PLATFORM RATIONALE allowing you to transcend the ordinary. •
• •
A traveler’s experience in the Olympic Peninsula is their own. While there are itineraries, maps and tools to make trip planning easier, no two trips will ever be the same. The weather, the landscape, the wildlife encounters, and the ecosystems are continuously changing creating a dynamic environment. Experiencing the Olympic Peninsula is a “bucket list” type destination, according to research. It’s wholly unique. An ordinary destination is often easy to get to and can be a quick retreat. The Olympic Peninsula requires thoughtful, purposeful planning. It’s not a pass-through destination. We are seeking travelers that are making calculated plans that are excited about going beyond a traditional road trip.
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EVALUATION How Is The Brand Performing? Evaluation yields new information which may lead to the beginning of a new planning cycle. Information may be gathered from concept pre-testing, campaign impact in the marketplace and tracking studies to measure a brand's performance over time. These methods of evaluation should be used once a visual brand identity has been established based on the strategic brand platform. Ideally, two basic questions will be answered when there is visible implementation of your brand in the community: Have responses to the brand among target audiences changed in the way the BrandPrint intended? And have these changes resulted in consumer action that will achieve the desired objectives of the brand? Turnkey or do-ityourself programs are recommended depending on the needs of the community. To begin the process of brand evaluation, North Star has set up a schedule to discuss the Olympic Peninsula’s brand progress. This schedule begins immediately after the delivery of your BrandPrint.
• • •
Immediately – North Star recommends the Olympic Peninsula focus efforts on growing its inquiry and visitor database. Six months – North Star’s Research Director will conduct an assessment call to outline a plan for measuring brand performance moving forward. One year – Olympic Peninsula will be contacted to determine specific measurement goals including remeasuring awareness and perception of the community amongst intended audiences.
Building your databases and keeping them current ensures future success measurements can be calculated. These leads will be the best data start point for future brand evaluation. 196
EVALUATION As stated previously, North Star will consult with the community at the proposed times to evaluate your specific needs. Keep in mind that many of the research pieces in your BrandPrint were created to act as benchmarks by which future improvements can be measured. Based on what we now know of the community, likely recommendations for success measurements at the Olympic Peninsula’s one-year mark may include: • •
Consumer Tapestry Profile Who and What Reports Consumer Awareness and Perception Study
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TAPESTRY PROFILE STUDY Purpose A Consumer Tapestry Study is conducted to understand one of the target audience’s lifestyles in detail. This included profiling reports for Olympic Peninsula’s consumers using overnight visitor records. Methodology & Results Tapestry represents the fourth generation of market segmentation systems that began 30 years ago. This powerful tool classifies U.S. neighborhoods by lifestage and lifestyle in addition to traditional demographics. The results from the Tapestry studies can be classified into two main reports: Who Report: • Profiles the demographic and lifestyle segmentation of the consumer and inquiry population • Classifies the populations in each of the ways outlined above and indexes the population under study against national averages What Report: • Provides a detailed profile of the core population for 37 separate lifestyle and media groups in over 2,200 sub-categories • 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 (100 represents the national average) Key findings from the Consumer Tapestry reports allow for greater understanding of your largest consumer group. The more you understand about your target audiences, the better you can target your message to them. Timing The Consumer Tapestry Study should be conducted every one-to-three years.
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CONSUMER AWARENESS & PERCEPTION STUDY Purpose The purpose of this study is to gain insight into consumer awareness, visitation, and perceptions of the Olympic Peninsula. Methodology & Results This quantitative survey is fielded online outside of the Olympic Peninsula’s borders in order to obtain an outsider’s perspective. The survey measures: • • • • • • •
Overall top-of-mind perceptions of the Olympic Peninsula and immediate competitors Consumer visitation trends (frequency and nature of visitation) Consumer visitation drivers (business, leisure, friends and family) Strengths and weaknesses of the Olympic Peninsula identified within community attributes Consumer suggestions on what is missing from the Olympic Peninsula Measurements of the Olympic Peninsula’s delivery of hospitality Measurements of the Olympic Peninsula’s quality of life indicators
Timing The CAP Study should be conducted annually. The first survey should be conducted no sooner than one year from brand introduction (when there is visible implementation of your brand in the community).
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