PAINE FIELD AVIATION ATTRACTIONS WAYFINDING SIGNAGE ASSESSMENT
PREPARED FOR SNOHOMISH COUNTY DATE: MAY 12, 2017 | DRAFT 2
Paine Field Aviation Attraction Wayfinding Signage Assessment 1 TABLE OF CONTENTS
Executive Summary...... 1
Stakeholder/Community Input...... 10
Vehicular Signage...... 18
Brand & Placemaking...... 33
Paine Field Aviation Attraction Wayfinding Signage Assessment i EXECUTIVE SUMMARY EXECUTIVE SUMMARY
STRATEGIC TOURISM PLAN 2. The County should undertake a comprehensive The Snohomish County Office of Economic Development Strategy and Plan of The Institute of Flight produced a five-year countywide strategic plan that (independent, 501(c)(3) nonprofit organization prioritized bolstering the aviation attractions located partially funded by the Snohomish County Public at the Paine Field Aviation Campus (Paine Field). Per Facilities District), which manages the airport the 2018-2022 County Strategic Tourism Plan (STP) facility that contains the Future of Flight Aviation priorities to strengthen the Aviation and Military Center and is the front and back door to the Boeing Cluster included the following: Tour to determine the best path forward for best use of the facility and return on investment based on: Rationale The Boeing Tour is one of the most important visitor a. The facility may require new / greater attractions in Snohomish County that draws people investment to keep up with traffic / parking locally, from outside the County and from around the growth and demand for exhibits that are up to world. The additional aviation and military history date, attractive and engaging. Current standards related attractions at Paine Field (Flying Heritage for non-Boeing elements are of concern. Collection, The Museum of Flight Restoration Center, b. The county may need to engage a professional Historic Flight Foundation and the Future of Flight museum / retail / operations consultant to Aviation Center) are a natural complement of the Boeing review existing facilities, operations, exhibits Tour and should play a supporting, complementary and and shops to create a forward-looking strategy. symbiotic role to the Boeing Tour for a select group of aviation, military and history enthusiasts. The draw of c. The Future of Flight Aviation Center may be the Boeing Tour is also an excellent opportunity for the confusing to visitors who are primarily there to County and Snohomish County Tourism Bureau (SCTB) take the Boeing Tour. to engage with a group of visitors who might not have otherwise selected Snohomish County for a visit. d. The revenue sharing arrangement between the Institute of Flight and Boeing is confusing Strategy and may require clarification and greater The County should promote and celebrate the hugely transparency. successful Boeing Tour, and leverage the draw, attention and traffic of the Boeing Tour to expand and enhance the 3. The SCTB will continue to encourage tour traffic received by the other aviation and military history operators and individuals visiting the aviation attractions at Paine Field and around the County. and military history cluster to take in more of Snohomish County visitor opportunities through Plans their sales and trade activities. 1. The County will continue to facilitate the development of a stronger and better coordinated aviation and military cluster under the coordination and guidance of the Aviation Attractions Roundtable that includes the Boeing Tour management and representatives from the other four attractions. The Steering Committee should focus attention on the following: wayfinding, development and sharing of marketing materials and collateral, coordinated and cooperative marketing programs; coordinated and collaboratively held events; and strong cross-promotional marketing strategies to link aviation and military visitors with other tourism opportunities in the local community and County.
Paine Field Aviation Attraction Wayfinding Signage Assessment 2 EXECUTIVE SUMMARY
WAYFINDING SIGNAGE PROJECT OVERVIEW WAYFINDING METHODOLOGY Visitors reported a lack of awareness of the many The development of a comprehensive wayfinding system aviation attractions located at Paine Field and a high must take into numerous factors that affect public degree of navigational confusion when traveling circulation and the varying levels of user interaction between destinations. Both lack of awareness and or experience. They should be designed to project a navigational confusion can be improved with a clear consistent brand, provide essential information, and and cohesive aviation attraction wayfinding signage connect people to their destinations. system. This signage system will strengthen the identity of the aviation attractions as a major cultural, historic Successful wayfinding requires the use of a variety of sign and visitor-friendly center in Snohomish County. The types such as directional, identification, informational, wayfinding signage system will be designed to direct branding or promotional. These sign types are designed visitors to the following destinations: to work harmoniously, yet independently, to create a 1. Future of Flight Aviation Center and Boeing Tour cohesive system that guides people to destinations and 2. Museum of Flight Restoration Center and Reserve creates a sense of place. Collection 3. Flying Heritage and Combat Armor Museum Signage designs should be visually consistent for all 4. Historic Flight Foundation applications, when conveying messages and graphics. 5. High Trek Aerial Adventure Course at Paine Field Colors, text, symbols, graphics, shapes, locations, and Community Park sign placements must be carefully developed to work symbiotically with the natural and built environment Snohomish County has commissioned Tangram Design and the signage brand. Collectively, the signage to develop a wayfinding signage system that will: design and graphic elements will visually present a • Guide visitors from major highways to the visitor comprehensive signage and wayfinding system that attractions using a consistent wayfinding system. will positively impact overall circulation, improve • Project a consistent image on the signage elements communication, and enhance the visitor experience. that promotes the attractions and creates a sense of place. It is equally important to note that there are other • Integrate design elements that relate to the alternative methods besides signage that can be used to Snohomish County tourism brand. enhance the functionality of a signage and wayfinding • Provides easy identification of signs by all users system. Appropriately incorporating landmarks, through visual consistency. landscaping, street furniture, public art, and interactive • Be economical to fabricate, install, and maintain. or media technology into a wayfinding system can be • Comply with local sign ordinances and Washington beneficial and aids in augmenting a sense of place. Department of Transportation (WSDOT) regulations. ASSESSMENT REPORT • Meet the guidelines of the Manual on Uniform To properly study and understand the actual signage Traffic Control Devices (MUTCD) where needs and wayfinding issues encountered by the public, applicable. Tangram performed a comprehensive site survey during February 13-15, 2017. The purpose of the Wayfinding Signage Assessment report is to document the site survey, supply an analysis of the project site’s existing identification and wayfinding signage, and define opportunities and recommendations to improve signage and wayfinding for the aviation attractions. All content contained herein is based on information gathered during the site survey or community engagement efforts which were performed on February 14 and March 21, 2017.
Paine Field Aviation Attraction Wayfinding Signage Assessment 3 EXECUTIVE SUMMARY
PROJECT SITE The below map identifies the project site and the relative locations of the aviation attractions. The site survey reviewed all primary and secondary routes that lead to the project site which also included an analysis of getting to the Paine Field Aviation Campus from Interstate 5 (I-5).
84th St SW Boeing Freeway Future of Flight Aviation Center
Paine Field Blvd & Boeing Tour City of Everett Mukilteo Speedway Airport RoadAirport
Museum of Flight Restoration Center City of Mukilteo 100th St SW Paine Field Airport
Historic Flight Harbour Pointe Foundation Blvd Flying Heritage & Combat Armor Museum
Minuteman Dr 30th Ave W Holly Dr
Bernie 31st Pl W Webber Dr 109th
Chennault St SW Beach Rd 112th St SW
Airport Rd High Trek Commando
Aerial Rd W Adventure Course Beverly Park Rd
Gibson Rd
Harbour Pointe Blvd SW
Paine Field Aviation Attraction Wayfinding Signage Assessment 4 EXECUTIVE SUMMARY
EXISTING CONDITIONS AVIATION ATTRACTIONS Currently, no comprehensive or cohesive branded Future of Flight Aviation Center and Boeing Tour wayfinding signage system exists to guide people The Future of Flight Aviation Center and Boeing Tour to all the aviation attractions. The Flying Heritage is the only museum that was found to have any signage and Combat Armor Museum and the Historic Flight that directed visitors from the north or southbound Foundation developed their own branded wayfinding traffic along I-5 to their location. As aforementioned, signage to direct visitors to their locations. The Future this museum participates in the MIS program which of Flight Aviation Center and Boeing Tour is also allows them to have their business identified on local signed for in the environment, by using the Washington roadways like I-5, Washington State Route 526, and Department of Transportation’s (WSDOT) Motorist Paine Field Boulevard. The wayfinding provided by Information Sign Program. The Museum of Flight the MIS is not placed in advantageous locations which Restoration Center and Reserve Collection does not hinders a visitor’s ability to easily navigate their way to have any visible wayfinding directing to it from the the attraction. primary or secondary roads. As the High Trek Aerial Adventure Course at Paine Field Community Park is All of the signs directing to the museum are located newly built, it also does not have any directional signage. on I-5, Route 526, or on Paine Field Boulevard near the museum entrance. Additional directional signage MOTORIST INFORMATION SIGNS should be added along Washington State Route 525 to guide northbound traffic to the museum. This will Motorist Information Signs (MIS) are placed along ensure wayfinding to the museum is available on all state highways to alert travelers about the services primary roadways. available at an interchange or intersection. MIS are blue or brown panels that display a business’s logo or Flying Heritage and Combat Armor Museum name on the sign. The Future of Flight Aviation Center The museum has recently changed their name from Paul and Boeing Tour, Flying Heritage and Combat Armor Allen’s Flying Heritage Collection to Flying Heritage Museum, and the Historic Flight Foundation were and Combat Armor Museum. Based on conversations found to use MIS. Because this is a government program with museum representatives, they are in the process of these businesses have paid into, these signs will not be updating their current signage to reflect the name change. removed from the environment. This creates potential for sign clutter to occur and may affect sign locations The museum has several signs out in the environment in the environment, as the new wayfinding signage that are meant to guide visitors to their location, is implemented. Businesses may find that as the new however many of these signs are poorly located (Image branded wayfinding system is developed that the money of this sign type is shown on the next page). Signs need they typically invest in this program may be better spent to be placed in more appropriate decision making on the implementation of the new program. points which will aide and ease the visitor navigation to the museum. The design of these signs also feel more Identifying each aviation attraction on I-5 is not like a billboard than a wayfinding sign. The directional feasible and would be costly to the individual aviation information gets lost because the airplane and tank attractions. The aviation attractions should adopt graphics visually overpower the message. This makes it an identifying name that would encompass all the much more difficult for people to read the wayfinding aviation attractions. For example, the attractions could content especially at the high speeds they are traveling. collectively be called “Aviation Attractions at Paine Wayfinding signage must be clear and concise to be Field”, or “Paine Field Cultural District”, or “Take functional and should not be hindered by additional Flight! Aviation Experience at Paine Field.” graphic or visual information. By having one name that collectively represents the destinations, the attractions could combine their The museum will likely change out their sign messaging resources to pay for the identifying name to be put onto in advance of the implementation of this current signage along I-5 using the MIS. Individual attractions branded wayfinding signage effort. It is recommended would be signed for by the branded wayfinding system that when the new, aviation attraction, wayfinding located along the roadways nearer to Paine Field.
Paine Field Aviation Attraction Wayfinding Signage Assessment 5 EXECUTIVE SUMMARY
signage system is ready to be launched that the museum consider removing their current signage structures. This will reduce signage clutter in the environment and ensure the wayfinding information is located in the most advantageous areas to direct to the museum. It will also create a better sense of place in the environment.
Historic Flight Foundation The Historic Flight Foundation developed their own branded wayfinding signs to help direct visitors to the facility. A wayfinding sign and A-frame sign are located at the street entrance that leads to the museum. (See photo on page 23 for reference). The signs are small in the environment which make it difficult for drivers to Flying Heritage Collection Sign read the wayfinding and hours of operation messages. The current wayfinding sign and A-frame sign should be replaced with a larger more prominent identification marker to give visitors a more definitive indication that they have arrived.
When a visitor arrives at the Historic Flight Foundation, there is visual confusion as to which of the two buildings on-site a visitor is to enter. One building has a grand architectural facade which visually makes people think that that is the entrance, however this is not the case. A new, larger and more recognizable identification sign needs to be placed at the actual entrance to provide better clarity to visitors.
Museum of Flight Restoration Center and Reserve Collection Historic Flight Foundation Entrance There is no directional signage in the environment that guides visitors to the Museum of Flight Restoration Center and Reserve Collection. The only signs that attempt to direct people to the restoration center are large “Snohomish County Airport” directory maps located in various locations around Paine Field. The directory signs are hard to read and are not designed to be read at a vehicular level. It is highly unlikely that visitors use this sign to find the museum’s location. As one of the least signed for attractions, a new wayfinding signage program will greatly impact ease navigation to this attraction and increase visitation.
Snohomish County Airport Directory Map
Paine Field Aviation Attraction Wayfinding Signage Assessment 6 EXECUTIVE SUMMARY
BRANDING & PLACEMAKING Public art can enhance or personalize otherwise Branding impersonal spaces. It can activate civic spaces and Branded wayfinding signage systems provide an added provide a vehicle for the community to express its level of benefit and purpose to an otherwise generic identity. Interesting public art pieces also tend to signage or wayfinding system. In addition to its basic increase tourism as they become a “must-see” sight. It is functionality in providing orientation and navigation, a recommended that implementing some unique public branded system introduces personality, storytelling, and art pieces is considered to enhance the environment arouses the senses and stimulates emotions through surrounding Paine Field. its connection to the core values of the attractions. This Temporary banner and lighting programs that support contributes toward a deeper relationship between the identity as well as ongoing activities work to create place and its key audiences. a sense of place. Banners can market, advertise, or Connecting the multiple aviation attractions under a announce events for the aviation attractions. To singular brand or district registration will contribute accentuate the Paine Field streetscapes and convey to generating additional business, attracting tourists, important messages to the public. Well-designed stimulating cultural and economic development and banners should be used on light poles in key areas fostering civic pride. It will serve to unite or strengthen within the project site. existing cultural assets and build a strong sense of place. Trash alongside the roadways of the project site is Visitors drawn to the aviation attractions may patronize abundant. When environments are unclean or do other nearby businesses which can result in the creation not appear well maintained, it hinders a visitors of new economic opportunities and jobs. Collectively, experience of the place. Cleaning up the trash along the the aviation attractions can become a marketable roadways will help create an active, attractive and safe tourism asset which will encourage in-state, out of environment which will encourage visitors to stay in the state, and international visitors. The establishment area longer or feel comfortable in coming back. of an aviation district also provides a focal point for PRINT SUPPORT celebrating and strengthening the identity of all the attractions. Printed Maps Printed maps, brochures, or other marketing material Placemaking provide additional support for a wayfinding system. A Placemaking elements support the wayfinding tourism or wayfinding map allows for a deeper inclusion system and can create a distinctive sense of place of attractions and businesses into the overall wayfinding for the aviation attractions at Paine Field. Types of program. Currently, a printable map of the Paine Field placemaking components can include unique urban and Attractions is available on the Paine Field Snohomish street identity elements, media/print applications, and County Airport website (www.painefield.com). This integrating information technology. map is informational only and is not designed to reflect an aviation attraction’s brand. SCTB’s website (www. Street furniture is a collective term used for objects and snohomish.org) also provides a map showing the Paine pieces of equipment installed along streets and roads for Field attractions, however it is integrated into an various purposes. It includes elements such as benches, Aviation Mobile Tour brochure which shows all of the trash receptacles, street lights, bollards, and bus stops. county’s aviation related attractions and is not specific to If street furniture is properly integrated in the design just the ones at Paine Field. The link to this brochure is of a public space, it creates an identity and develops not highly visible on the website page and can be easily a sense of place around it. To create a better sense of overlooked if someone isn’t closely reading the content identity and place for the attractions surrounding the on the page. Paine Field Aviation Campus, integrate branded street furniture into the environment. The design should work A new printed map that specifically focuses on the Paine with the wayfinding signage and serve to enhance the Field attractions and surrounding local businesses environment and community. should be designed. The map should closely integrate
Paine Field Aviation Attraction Wayfinding Signage Assessment 7 EXECUTIVE SUMMARY
with the brand of the signage. This will equip visitors area, the passport could be filled with deals or coupons with a personal guide that enhances their visitor from nearby hotels, restaurants, or businesses. If a experience, advertises the collective identity of the transit route to each attraction is established the aviation attractions, and connects the communication passport could also have an option where a visitor of the map and signage into a comprehensible branded could use it as a transit card. An attractions passport system. The map should be distributed to hotels, visitor is a great tool that can establish the area as a tourism centers, or other tourist destinations. destination. It will create increased awareness of all the aviation attractions and contribute to the community’s Brochures economic potential. Brochures play a crucial role in attracting new visitors, and relaying important information that motivates INFORMATION TECHNOLOGY people to visit and try new places. Brochure’s for the Our daily lives are increasingly integrated with attractions and other tourist destinations can be acquired technology, and interactive applications. Interactivity on-site at the Snohomish County visitor center which can enhance the user experience by connecting a person is located in the lobby of the Future of Flight Aviation to a place through dynamic layers of information. The Center and Boeing Tour. Each Paine Field aviation integration of technology into a wayfinding program can attraction also had an area of their gift shop or lobby that make people feel more connected to a place. provided brochures for various attractions as well. The success of using technological approaches or digital SCTB has developed a brochure that promotes all signage is dependent being able to update and maintain “Aviation Adventures” available within Snohomish the content used in this technology. These applications County. Although the Paine Field attractions are must be consistently managed, updated, and maintained included within this brochure, it is not specific to just to be functional and effective. The following information these attractions. Based on the site-survey completed technologies are provided as recommendations to be for this report, no brochure or printed map specifically considered that will aide in awareness and connectivity promoting only the aviation attractions at Paine Field to the all of the aviation attractions. was found. These types of brochures may exist, but they were not apparent or visible enough on the shelves of Website the brochure racks to be easily discovered. If available The Internet is often the first place people go to get on the brochure racks, they likely blended in with information about or to explore a place which makes the other winery, hotel, and other tourist attractions having a quality website that is interactive and friendly advertised which made them difficult to find. of great importance. SCTB currently has an Aviation page on their website that connects visitors to all A new brochure should be created that promotes just the aviation adventures located in the county. Although Paine Field aviation attractions together and integrates this includes the Paine Field attractions, it is not solely with the brand of the signage . This will serve as a focused on this area. The Paine Field Snohomish County beneficial tool in advertising useful information about Airport website does provide information specific to the attractions and creating a cohesive brand between the Paine Field aviation attractions which includes an the signage and printed materials. The brochure should airport attractions map and links to each attraction’s be distributed in local brochure racks or stands, visitor website. On both websites, information about the centers, nearby hotels and other places that tourists attractions is not immediately available on the home frequent. page. A visitor must click on additional web navigation to “explore” or “visit” this information. Passport An attractions passport is designed to advertise and If visitors are specifically doing a Google search for market attractions, increase visitation to all attractions, “Paine Field Aviation Attractions”, Snohomish County’s and create an economical way for visitors to see them website is not the first result listed. Rather, the Paine all. To stimulate additional economic activity in the
Paine Field Aviation Attraction Wayfinding Signage Assessment 8 EXECUTIVE SUMMARY
Field Airport’s website is the first result listed followed ways, providing opportunities to experience the aviation by some of the individual attraction websites. A visitor attractions, and give the attractions the ability to track must click to the second page of search results to find and analyze data obtained from the app. There are a Snohomish County’s website. 90% of searchers do variety of content and features that can be included in a not go past page one of the Google search results. It is mobile app. However, content inclusion must be based unlikely visitors will connect to the Paine Field aviation on what can be consistently updated, managed, and attractions through the Snohomish website unless they maintained. are directed to the county’s website using a different word search. Digital Signage Digital signage like advertising displays, video displays, If the aviation attractions are branded as a cultural directories, interactive information kiosks, and reader district, they could have their own website to highlight boards are used within an environment to engage each destination, direct people to each business, and and inform the public. Digital signage provides real- support local hotel, restaurants and shopping in the time information of events or things going on in the surrounding area. The website could also promote community such as announcements for event, festivals, visiting all the attractions by purchasing an attraction’s traffic updates, or emergency notifications. These types passport. Any maps, whether on the web or printed of signs also work to: need to be coordinated with the wayfinding signage • Welcome visitors and provide a sense of arrival system. • Identify destinations and amenities • Provide opportunities for advertising Mobile Applications • Update information quickly and economically Mobile apps have become an integral part of how our society communicates and connects to businesses, Integrating digital signage into a wayfinding system places, and each other. Snohomish County has typically causes mixed reactions where some embrace developed an Aviation Mobile Tour app which provides it to promote local business and festivals while others a brief overview of each attraction and contact feel it is an intrusion to the environment. As it is not information. The mobile app is not specific to just the yet clear whether integration of digital or technological Paine Field attractions but includes all of the county’s approaches will be embraced by the community, during aviation tourist attractions. The current app does the development of signage concepts, suggestions for not provide a lot of content and its features could be incorporation of these elements where appropriate may expanded upon to make the app more entertaining, be considered. useful, or engaging.
The Aviation Mobile Tour is also accessible on a visitor’s cell phone. The use of the cell phone is highly dependent on a visitor also having the Aviation Mobile Tour brochure available. A visitor must use the “Tour Stop” numbers listed in the brochure, in order to listen to information about the attraction. The audio provided by the cell phone version is the same content which is on the app. The audio is not engaging and does not encourage a visitor to keep listening or learning.
To promote the attractions at Paine Field, a mobile app should be created that specifically focuses on these attractions. Using a mobile app provides multiple benefits that can reach residents and visitors in new
Paine Field Aviation Attraction Wayfinding Signage Assessment 9 STAKEHOLDER & COMMUNITY INPUT STAKEHOLDER & COMMUNITY INPUT
STAKEHOLDER & COMMUNITY INPUT Question #2 Reaching out to other project stakeholders, residents, On a scale of 1-5 how easy is it to find each individual visitors, and the broader public is important for attraction? With 1 equaling “Very Hard to Find” and wayfinding signage projects as they can help secure 5 equaling “ Very Easy to Find”, the average for each financial support, stir community action, or ease museum is as follows: Future of Flight Aviation Center the approval process. It aids in obtaining important & Boeing Center 2.8; Museum of Flight Restoration information that helps the design team adapt and tailor Center 1.5; Flying Heritage & Combat Armor Museum design solutions to meet the specific needs of the project, 2.4; Historic Flight Foundation 2.6. The High Trek community, and the environment. Capturing the overall Aerial Adventure Course was not included in this brand of the aviation attractions and the values of the question since it is newly built. community is essential in creating a wayfinding signage 1 2 3 4 5 system, as this input gets reflected in the signage design and therefore generates an engaging, authentic, and Future of Flight Aviation meaningful experience that invites visitors to explore Center and Boeing Tour the aviation attractions.
PROJECT KICK-OFF MEETING Museum of Flight On February 14, 2017 Tangram Design conducted a Restoration Center project kick-off meeting for the wayfinding signage program. Tangram provided a presentation to Flying Heritage & Combat stakeholders that defined the purpose and objectives of Armor Museum the wayfinding project. To begin the process of gathering stakeholder concerns and input about the project, Tangram held a question and answer forum at the end of Historic Flight Foundation the presentation with participants. The following shows the questions that were asked and the feedback obtained from the stakeholders: Question #3 Question #1 What are your desires or expectations of the wayfinding On a scale of 1-5, how would you rate the effectiveness system? of the current signage being used around the aviation • Consistent Signs - Make it easy on visitors campus? With 1 equaling “Very Ineffective” and 5 • Unified Branding equaling “ Very Effective”, the average effectiveness • Drive people to attraction websites equaled 2.4. • Attractive 1 2 3 4 5 • Welcoming • Inclusive Effectiveness of the • Connections between attractions Current Signage Used • Increase revenue and exposure for attractions • Campus feel • Visual Excitement • Sense of Place • Sense of Community • Immersion • Better flow • Distinction between Boeing and Boeing Tour
Paine Field Aviation Attraction Wayfinding Signage Assessment 11 STAKEHOLDER & COMMUNITY INPUT
• Ease of going to all attractions • Return even though they’ve been before • A plan that all attractions agree on • Great service • Safer for tourists drivers • Personal Growth • Aviation / Airplane related designs • Unique Experience • Clear branding • Immersed in aviation wonders: history, global • Each attraction included in signage impact, future wonders • Attractive signage unique to our area • Memorable • Better coordination and synergy • Informative • Eye-opening, Awe Question #4 • Want to come back and explore more What are the top 3 current issues you feel impact the • Clear visitor experience negatively? • Unambiguous • Trouble finding attractions • Comfortable • Traffic • Affirming • Knowing about the other attractions • Appealing • No website • If going to multiple attractions, where can I stop for Question #6 a lunch or short break? Place that’s convenient? What other supportive tools do you believe could • Getting lost enhance the wayfinding system an benefit visitors? • Where to park • Public transportation • Negotiating traffic • Aviation attraction website • No holistic signage (inclusive of all attractions) • Shuttles • Paine Field Airport buildings are old and shabby • Maps • Lost - getting off I-5 not knowing where to go • Overall website • Knowing different attractions • Transportation to each attraction • Sign clutter on Mukilteo Blvd. • Photo opportunity signage • Traffic density • Packages with hotels • Similar sounding attraction names. • Website or collective on-line presence - make • Need a good route and signage to navigate to each planning easier attraction • Shared bus between all venues at Paine Field • Names are too similar • Transport • Waste of time • Prominent info at each attraction about the other • Confusion attractions • Unawareness of all options • Map of “you are here” with notes of other attractions Question #5 • “Paine Field Pass” Transportation System How do you want visitors to think of, feel, or remember the Paine Field Airport attractions? • Historical applications of Paine Field • Fun family experience, something for everyone • Wanting to plan their next visit to come back. • Packed with world class aviation museums / attractions / experiences • A sense of ownership • Feel good • Want to tell others
Paine Field Aviation Attraction Wayfinding Signage Assessment 12 STAKEHOLDER & COMMUNITY INPUT
Paine Field Aviation Attraction Wayfinding Signage Assessment 13 STAKEHOLDER & COMMUNITY INPUT
Paine Field Aviation Attraction Wayfinding Signage Assessment 14 STAKEHOLDER & COMMUNITY INPUT
COMMUNITY WORKSHOP On March 21, 2017 Tangram Design conducted a Community Workshop meeting to inform the public about the objectives for the wayfinding signage program and educate them on current site conditions. In the meeting, Tangram asked the following questions to get feedback for the wayfinding system from the public. Comments received from those who attended the meeting are provided below:
Question #1 Are there additional wayfinding issues that have not been covered that you would like to see addressed? • Large Paine Field attractions • Welcome sign • Accurate directions on-line • Connections to ferry • Languages for foreign visitors • Multiple ways to get to same place • Story maps • Land owners and jurisdictions • Campus vs. individual attraction signage • Clearer signage to I-5, Mukilteo Speedway, restaurants, and businesses • Airport changes and how the signage will be affected • Needs to say Boeing somewhere • Attractions with long names • WSDOT Regulations
Question #2 What opportunities do you feel may arise from the implementation of a wayfinding signage program? • Increased tourism • Cohesive branding strategy • Cooperative marketing amongst attractions • Upgrade look of attractions • Increased traffic in visitor center • Better infrastructure • Higher awareness/ public interest • Eased transportation flow • Expanded signage for other areas • Distinctions between attractions • New attractions
Paine Field Aviation Attraction Wayfinding Signage Assessment 15 STAKEHOLDER & COMMUNITY INPUT
Question #3 Question #5 What constraints do you feel may impact the success of What keywords or characteristics do you feel best the wayfinding signage program? identify the aviation attractions? • Multiple ways to get to same place • History • Land owners and jurisdictions • Struggle • Attractions with long names • Lessons Learned • More traffic and less time to read signs • Paul Allen • Differing agendas between private and government • Up Close • Sign clutter on Mukilteo Speedway • Tours Taking Flight • Too much information • Experience • Differentiation between all four museums • Educational • Not recognized on a large enough scale for county • Interactive • Funding • Unique • Lack of cohesive branding • Wings • Discontinuous road network • Colors • Quality of information • War Birds • Commercial airport limitations and location • Fascinating • WSDOT/ city/ county regulations • Special • Similar sounding names • Vintage • Heritage Question #4 • Visionary Besides the implementation of a wayfinding signage system, how can a visitor’s experience be improved? Question #6 • Awareness of visitor center How do you want visitors to think of, feel, or remember • Colorful flags to go along with color code system the aviation attractions? • Maps, tear pads, apps • Area of innovation • Retail surrounding attraction • Want to move here / return trips • Recognizable art or landmarks • Citizens are friendly and helpful • Better maps on collateral • Easy to navigate • Aviation loop with buses or trolley • Unique destination • Interactive or kid-friendly elements at attractions • Awe-inspired • More advertising • Personal educational experience • Pedestrian and recreational activities between • Relaxed and positive experience attractions
Paine Field Aviation Attraction Wayfinding Signage Assessment 16 STAKEHOLDER & COMMUNITY INPUT
Paine Field Aviation Attraction Wayfinding Signage Assessment 17 VEHICULAR SIGNAGE
Paine Field Aviation Attraction Wayfinding Signage Assessment 18 VEHICULAR SIGNAGE
OVERVIEW Vehicular directional signs are designed to help direct people between main entrances, key decision areas, parking, destinations, and exit points. These signs use graphic information like typography, symbols, and arrows to direct people to destinations. They are typically placed along primary traffic routes and in key decision points to help people understand where they are going and encourage them to keep moving in the right direction of their destination.
Vehicular directional signs are one of the most frequently used and most visible signs seen by visitors. They become the visual “voice” for the aviation attractions, telling people how to get to their destination. Ensuring that the signs are branded with the right image or “voice” that represents the aviation attractions is important in creating a positive and memorable visitor experience. This section shall identify specific key issues or areas of the current vehicular signage in the environment that are affecting a visitor’s ability to adequately find each aviation attraction.
WSDOT WSDOT signage shall have priority over the wayfinding signage system in placement, prominence, and conspicuity when it comes to traffic control devices ie. speed limit signs, right lane must turn right, yield, stop, etc. Because regulatory, warning, and other signs have a higher priority, wayfinding signs shall not be installed where adequate spacing cannot be provided or in a position where they would obscure the road users’ view of other traffic control devices.
For any signs located within WSDOT’s jurisdiction, the branded wayfinding system design must be submitted to the appropriate WSDOT Region Traffic Engineer for initial review and approval prior to any sign fabrication. The location of the signs shall also be approved by WSDOT personnel, and WSDOT permits will be required prior to installing any signs. WSDOT will not take any responsibility for installing or maintaining the signs. This will be the responsibility of Snohomish County.
Paine Field Aviation Attraction Wayfinding Signage Assessment 19 VEHICULAR SIGNAGE
MOTORIST INFORMATION SIGN PROGRAM Comments Recommendations • Tourist attractions, such as those shown in the • Because this is a government program these images above, participate in the WSDOT Motorist businesses have paid into, these signs will not Information Sign Program. These businesses pay be removed from the environment. However, an annual fee per sign and per direction to have businesses may find that as the new branded system their business identified on the local roadways. is created that the money they typically spend on this program may be better spent or invested in the implementation of the new signage system.
Paine Field Aviation Attraction Wayfinding Signage Assessment 20 VEHICULAR SIGNAGE
1
2 Boeing Fwy.
1 2
3
Airport Rd.
4
3 4
FUTURE OF FLIGHT & BOEING TOUR Comments Recommendations • The Future of Flight Aviation Center and Boeing • Identifying each aviation attraction on I-5 is not Tour is the only museum that was found to have feasible and would be costly to the individual any signage that directed visitors from the north or destinations. southbound traffic along Interstate 5 (I-5) to their • The aviation attractions should adopt an identifying location. name that would encompass all the aviation • These signs are a part of the WSDOT Motorist attractions. For example, the attractions could Information Sign Program. collectively be called “Aviation Attractions at Paine Field”, or “Paine Field Museum District”, or “Take Flight! Aviation Experience at Paine Field.” • By having one name that collectively represents the destinations, the attractions could combine their resources to pay for the identifying name to be put onto signage, along I-5, using the WSDOT Motorist Information Sign Program. Individual attractions would be signed for by the branded wayfinding system located along the roadways nearer to Paine Field.
Paine Field Aviation Attraction Wayfinding Signage Assessment 21 VEHICULAR SIGNAGE
1 2
FUTURE OF FLIGHT & BOEING TOUR Comments Recommendations • This sign is a part of the WSDOT Motorist • To allow enough time for people to read the sign and Information Sign Program. maneuver to the correct lane safely, the wayfinding • The wayfinding signs for the Future of Flight are sign should be placed farther in advance of the turn. placed too close to the intersection for drivers to • Remove the logo from the sign to eliminate visual make a decision about turning or to maneuver their confusion. vehicle from the right or left lane to make the turn. • Upon implementation of the new aviation attraction • The use of the Future of Flight logo on the wayfinding signage program, these signs should be sign creates visual confusion of the wayfinding removed to alleviate visual clutter and over-signing information because its design looks too similar to in the environment. an arrow. An example of this is shown in the Photo 1 on this page. A visitor is meant to turn right at the signal, but the logo points left. The use of the logo and arrow on the panel may misinform a visitor, if they are unable to fully read the sign due to the high speeds they may be traveling along Paine Field Boulevard.
Paine Field Aviation Attraction Wayfinding Signage Assessment 22 VEHICULAR SIGNAGE
FUTURE OF FLIGHT Comments Recommendations • The Future of Flight Aviation Center and Boeing • Update the wayfinding signage to be more visually Tour has a recognizable monument sign located at consistent and to ensure there is a better contrast the corner of the intersection leading into their site. of type to signage background so that the sign • The large identifying letters that read “Future of functions well in all environmental conditions. Flight” are located close to the building and are set too far back for visitors to see or read easily from the roadway. • The site uses two types of wayfinding signs to direct visitors in and out of the parking lot. Signs located near the entrance use a concrete structure with black type. When these signs are in shadow or the concrete is darkened by being wet from the rain, there is not enough contrast between the black type and concrete which makes the sign difficult to read. Blue signs are used nearer to the parking lot. The varying signage materials used makes the signage visually inconsistent.
Paine Field Aviation Attraction Wayfinding Signage Assessment 23 VEHICULAR SIGNAGE
Identification Marker
HISTORIC FLIGHT FOUNDATION Comments Recommendations • There are two WSDOT Motorist Information • Locate wayfinding signage a little closer to Signs located on Washington State Route 525 the destination to create better navigational (Rt 525) that direct people to the Historic Flight understanding for the visitor. Foundation. These signs are placed too far in • Replace the current wayfinding sign and A-frame advance from where a visitor is meant to turn and sign with a larger more prominent identification would be better situated a little closer to the facility. marker to give visitors a more definitive indication • The wayfinding sign and A-frame sign being used that they have arrived. to direct people to the Foundation, located on the corner of Rt 525 and Bernie Webber Drive, is ineffective. Both signs are too small in the environment and do not provide a strong sense of arrival.
Paine Field Aviation Attraction Wayfinding Signage Assessment 24 VEHICULAR SIGNAGE
1 2
3 4
HISTORIC FLIGHT FOUNDATION Comments side of the road to find signs that are relevant to • The Historic Flight Foundation developed their their direction of travel. This sign is not necessary to own branded wayfinding signs to help direct direct to the destination as the building is perfectly visitors to the facility. visible at this point. • In Photo 1, the sign panel on the left side of the sign Recommendations is meant to direct visitors traveling southbound • Replace the current wayfinding sign and A-frame on Route 525 to use Bernie Webber Drive to access sign with a larger more prominent identification the destination. This sign panel is ineffective. It marker to give visitors a more definitive indication is located on the opposite side of the road from that they have arrived. a southbound traveler and is not positioned in a • Signs need to be placed in more appropriate direct line of site which impairs a driver’s ability to decision making points which will aide and ease the read or see the sign clearly. visitor navigation to the museum. • Signs in Photo 1 are small within the environment • Upon implementation of the new aviation attraction which make it difficult for drivers to read the wayfinding signage program, these signs should be wayfinding and hours of operation messages. removed to alleviate visual clutter and over-signing • In Photo 3, the sign is located on opposite side of in the environment. the road. This is a poor location for this sign as people are accustomed to looking toward the right
Paine Field Aviation Attraction Wayfinding Signage Assessment 25 VEHICULAR SIGNAGE
HISTORIC FLIGHT FOUNDATION Comments Recommendations • When a visitor arrives at the Historic Flight • Create a new, larger and more recognizable Foundation, there is visual confusion as to identification sign at the entrance to the building to which building you are supposed to go in. Most provide better clarity to visitors of where they are people would assume the building with the grand supposed to go. architectural facade would be the entrance but this is not the entrance. • The A-frame and “Welcome” sign located at the actual entrance are small and do not provide the visual impact needed to clearly inform visitors that this is the entrance.
Paine Field Aviation Attraction Wayfinding Signage Assessment 26 VEHICULAR SIGNAGE
FLYING HERITAGE & COMBAT ARMOR MUSEUM Comments Recommendations • The Museum has recently changed their name • All signs that use the old name need to be replaced. from Paul Allen’s Flying Heritage Collection to • Signs need to be placed in more appropriate Flying Heritage and Combat Armor Museum. decision making points which will aide and ease the • The museum has several signs out in the visitor navigation to the museum. environment that are meant to guide visitors to • Wayfinding signage must be clear and concise to be their location, however many of these signs are functional and should not be hindered by additional poorly located and do not direct to the museum graphic or visual information. easily. • Upon implementation of the new aviation attraction • The design of these signs feel more like a wayfinding signage program, these signs should be billboard than a wayfinding sign. The directional removed to alleviate visual clutter and over-signing information gets lost because the airplane and in the environment. tank graphics visually overpower the message. This makes it much more difficult for people to read the wayfinding content especially at the high speeds they are traveling.
Paine Field Aviation Attraction Wayfinding Signage Assessment 27 VEHICULAR SIGNAGE
FLYING HERITAGE & COMBAT ARMOR MUSEUM Comments Recommendations • This sign is located on the opposite side of the • Remove the sign and replace it with a new road from where someone is driving. People are wayfinding sign. The sign should be located accustomed to looking toward the right side of perpendicular to the street and on the right side of the road to find signs that are relevant to their the road. direction of travel. The sign may be overlooked by • Upon implementation of the new aviation attraction visitors because the sign is placed in a poor location. wayfinding signage program, this sign should be • The arrow does not clearly direct a visitor towards removed to alleviate visual clutter and over-signing which street they should use to get to the museum. in the environment. Due to the location, some may think they should turn and proceed on Beverly Park Road when they should actually stay on 112th Street.
Paine Field Aviation Attraction Wayfinding Signage Assessment 28 VEHICULAR SIGNAGE
FLYING HERITAGE & COMBAT ARMOR MUSEUM Comments Recommendations • The existing signage that leads to the Flying • Wayfinding signage should be placed at key decision Heritage and Combat Armor Museum is not points in the environment to direct visitors to the consistently placed in the environment and doesn’t attraction. supply enough information at the right places to easily guide a visitor to the destination. There are several places where an additional sign would be helpful to make a visitor feel secure that they are heading in the correct direction.
Paine Field Aviation Attraction Wayfinding Signage Assessment 29 VEHICULAR SIGNAGE
FLYING HERITAGE & COMBAT ARMOR MUSEUM Comments Recommendations • A wayfinding sign, placed near the entrance to the • To allow enough time for people to read the sign and museum parking lot, is located after the actual turn. make the turn safely, the wayfinding sign should be • The wayfinding sign does not include the name placed farther in advance of the turn. of the museum and the directional information • Wayfinding signage must be clear and concise to be to parking gets lost because the airplane and tank functional and should not be hindered by additional graphics visually overpower the message. graphic or visual information. • The identification sign on the hanger is intended • Reinforce the name of the museum at the entrance to inform a visitor they have arrived. The sign is to the parking lot by adding an identification marker. obscured from a driver’s view by tree foliage while This will provide visitors a sign within their cone of a visitor is driving to the destination. It becomes vision that will give them a better sense of arrival. visible shortly before the turn into the lot, however the sign is not directly within a driver’s cone of vision.
Paine Field Aviation Attraction Wayfinding Signage Assessment 30 VEHICULAR SIGNAGE
MUSEUM OF FLIGHT RESTORATION CENTER Comments Recommendations • There is no directional signage in the environment • Wayfinding signage should be placed at key decision that guides visitors to the Museum of Flight points in the environment to direct visitors to the Restoration Center and Reserve Collection. attraction. • The only signs that attempt to direct people to the restoration center are large “Snohomish County Airport” directory maps located in various locations around Paine Field. • The directory signs are hard to read and are not designed to be read at a vehicular level. It is highly unlikely that visitors use this sign to find the restoration center’s location. • At the time of this survey, a two-post sign stood at the entrance of the parking lot. This sign directed visitors to use the next right to access the restoration center even though the sign is placed in an area where people can access the parking lot.
Paine Field Aviation Attraction Wayfinding Signage Assessment 31 VEHICULAR SIGNAGE
HIGH TREK AERIAL ADVENTURE Comments Recommendations • Because the High Trek Aerial Adventure Course • Wayfinding signage should be placed at key decision has just recently been built there is no wayfinding points in the environment to direct visitors to the signage directing to the location. At the time of this attraction. survey, no identification sign had been installed as • A visible identification sign should be located at the well. entrance of the Paine Field Community Park to let visitors know they have arrived.
Paine Field Aviation Attraction Wayfinding Signage Assessment 32 BRANDING & PLACEMAKING BRANDING & PLACEMAKING
BRANDING Benefits Brand and identity are key to creating a sense of Identifying the aviation attractions as a collective brand place and arrival. A brand is designed to serve as the or district will: foundation that makes a place a desirable business • Contribute to the community’s economic potential. It location, or visitor destination. A wayfinding signage will generate direct economic activity and infuse system is a brand asset that is designed to visually the community with energy and innovation. represent the brand identity within the physical • Encourage business and job development. Together environment. A successful signage system should the attractions can create a hub of economic generate an authentic and meaningful experience that activity that contributes to the well being of a expresses the brand and identity of a place through its community. A thriving cultural scene helps an design or communication. area to prosper. Visitors drawn to the aviation attractions may patronize other nearby businesses There is a symbiotic relationship between the brand and which can result in the creation of new economic the wayfinding system. It ties the brand to the physical opportunities and jobs. environment and creates an emotional attachment for • Establish a tourism destination. Collectively, the people by creating familiarity and reassurances as well aviation attractions can become a marketable as new experiences and encounters. Branded wayfinding tourism asset which will encourage in-state, out provides an added level of benefits and purpose to an of state, and international visitors. Marketing otherwise generic signage or wayfinding system. In materials could be created that provide a “passport” addition to its basic functionality in providing orientation to access all aviation attractions which will and navigation, a branded system introduces personality, increase visitor attendance at all attractions. storytelling, and arouses the senses and stimulates • Foster local cultural development. The emotions through its connection to the core values of establishment of an aviation district provides the brand. This contributes toward a deeper relationship a focal point for celebrating and strengthening between the place and its key audiences. identity of all the attractions. It will highlight the existing aviation attractions and work to A brand is the center around which all communications, recruit and establish new cultural industries and including wayfinding and key experiences must revolve. organizations. The design of the branded wayfinding system will • Improve Funding Opportunities. When creative be inspired by the characteristics from the aviation partnerships are used to augment resources, there attraction’s, logos, colors, key words, style, fonts, is opportunity to develop better overall planning. It personality, and cultural assets. These elements influence can help secure funding for projects that improve the structure and design of the system so that is tailored the environment, marketing, or facilities of those to the aviation attractions, community, and environment involved. it is designed for. Local Challenges CULTURAL DISTRICT Every cultural district is unique, but the following challenges have the potential to occur: Connecting the multiple aviation attractions, located • Staffing and administration prove to be one of around Paine Field, under a singular brand or district the most common challenges for developing a registration will contribute to generating additional district or a unifying brand for multiple entities. business, attracting tourists, stimulating cultural Management of the brand and assets need to be and economic development and fostering civic pride. considered. Coalescing as a branded name or cultural district serves • Relevance to local residents needs to be considered to unite or strengthen existing cultural assets. It will with equal respect to efforts that attract tourism. work to integrate economic opportunity and social Enterprises like this can fail when they do not have inclusion and build a strong sense of place. The potential the support of the community. benefits, local challenges and success factors of creating a cultural district or united brand are described herein.
Paine Field Aviation Attraction Wayfinding Signage Assessment 34 BRANDING & PLACEMAKING
• Long-term planning contributes to the success PLACEMAKING of districts. Planning and evaluation of local Placemaking elements support the wayfinding efforts can be time consuming and demand extra system and can create a distinctive sense of place resources but are crucial to sustaining a cultural for the aviation attractions at Paine Field. Types of district. placemaking components may include unique urban and street identity elements, media/print applications, Success Factors and integrating information technology. The ideas below have been identified as common success factors among cultural districts, and may serve as URBAN AND STREET IDENTITY indicators for potential success: • A unique and authentic identity that highlights Urban and street identity are supportive elements that what is special about the district and the reinforce the signage system and create a better sense of community. place. These types of elements typically include street • Community support of the district ensures furniture, public art, or civic banner programs. continued success. Street Furniture • Strategic partnerships have been brokered that Street furniture is a collective term used for objects and result in a variety of resources. pieces of equipment installed along streets and roads for • Inclusive cultural and strategic planning creates a various purposes. It includes elements such as benches, vision for the district and the broader community. trash receptacles, street lights, bollards, and bus stops. • Anchor institutions and special events are in place If street furniture is properly integrated in the design and they are the cornerstones of the community of a public space, it creates an identity and develops a and the district. sense of place around it. Items of street furniture are • Events and venues are accessible to ensure that commonly used to make urban areas and streets more participation is available to all of the community aesthetically appealing. Appropriately selected and and visitors. placed furniture can draw people to outdoor spaces and • Clear signage is in place so visitors and the add to the pleasure of using these spaces. community can recognize the boundaries. The signage can be enhanced with distinctive The quality of urban spaces is indicated by their identification, wayfinding, maps and other visual character and how well they create a sense of identity, materials. as well as by the quality and placement of their • A user-friendly website with comprehensive street furniture. Items of street furniture may also information about the district is available for the set standards and expectations of quality for the community and for visitors. development of the area and can serve as a design • Marketing and promotion efforts are in place standard or guideline for future development and to attract visitors, potential residents and new planning in the area. businesses. • Strong amenities such as restaurants, lodging and To create a better sense of identity and place for the recreation support and bolster the efforts of the attractions surrounding the Paine Field Aviation cultural district. Campus, integrate branded street furniture into the environment. The design should work with the wayfinding signage and serve to enhance the environment and community. Landscaping around or near these elements can also add to the visual appeal of these elements.
Paine Field Aviation Attraction Wayfinding Signage Assessment 35 BRANDING & PLACEMAKING
Public Art Public art can enhance or personalize otherwise impersonal spaces. It can activate civic spaces and provide a vehicle for the community to express its identity. Interesting public art pieces also tend to increase tourism as they become a “must-see” sight. By taking pictures of the art and posting them on the web or social media sites, like Facebook, people get excited about seeing the art and may end up staying longer or visiting businesses while in the area.
Types of public art installations may include, sculptures, murals, mosaics, decorative features, sculptures, unique architecture, landscaping or other functional elements. It is recommended that implementing some Raked Concrete Barrier along Paine Field Boulevard unique public art pieces is considered to enhance the environment surrounding Paine Field. The large raked concrete barrier located on the south end of Paine Field Boulevard provides a great surface for incorporation of a mural related to the aviation attractions.
Civic Banner Programs Temporary banner and lighting programs that support identity as well as ongoing activities also work to create a sense of place. Banners can work to market, advertise, or announce events for the aviation attractions. Someone driving the same route to work every day will certainly notice a prominently placed banner that wasn’t there the day before. An impression will be made Example of Civic Banner Program as they have a few seconds to consider the message and commit it to memory. Similarly, a visitor may see an important event advertised on the banner and come back again to participate.
Street Clean-up There are several factors that play a role in a visitors comfort. One of the most important aspects includes creating safe and inviting spaces. The land adjacent to the roadways surrounding Paine Field are littered with trash. When environments are unclean or do not appear well maintained, it hinders a visitors experience of the place. Cleaning up the trash along the roadways will help create an active, attractive and safe environment which will encourage visitors to stay in the area longer or feel comfortable in coming back. Example of trash alongside Airport Blvd.
Paine Field Aviation Attraction Wayfinding Signage Assessment 36 BRANDING & PLACEMAKING
PRINT SUPPORT Wild Blue Aviation Gold Aero Northwest Aviation Ctr 5 Out of the Blue Aviation Naval Air Station Arlington 6 67TH AVE NE Printed maps, brochures, or other marketing material POINT BLVDSMOKEY 7 11 8 5 iphone Users: Get free “OnCell” app at the Glider Rides 9 USE YOUR CELL PHONE Apple iStore. Download entire tour using Wi . 10 provides additional support for a wayfinding system. 531
SHOULTES RD Ridgeline Arlington Helicopters Brochure’s for the attractions and other tourist Airport Tour Stops Downtown Vancouver 93 miles Paine Field: 530 destinations can be acquired on-site at the Snohomish 1 Future of Flight Aviation Center STANWOOD and Boeing Tour (425) 438-8100 BOEING ARLINGTON BOEING FWY 2 Flying Heritage Collection (206) 342-4242 1 526 County visitor center which is located in the lobby of the 3 Historic Flight Restoration Center Future of Flight Aviation Center 531 and Boeing Tour 425) 348-3200 Paine 5 4 Museum of Flight Restoration Center 4 RD AIRPORT Field Future of Flight Aviation Center and Boeing Tour. Each (425) 745-5150 Museum of Flight Restoration Center Map of Arlington Airport: 9 MARYSVILLE 2 99 5 Wild Blue Aviation (425) 876-0865 Flying Heritage Collection 112TH ST SE 6 Gold Aero (360) 658-9700 3 Paine Field Paine Field aviation attraction also had an area of their Historic Flight D R K R 7 Northwest Aviation Center (360) 435-3337 A Restoration Center P LY R EVERETT E V 8 Out of the Blue Aviation (360) 474-1060 E MUKILTEO SNOHOMISH 525 B 9 Naval Air Station Arlington Attractions gift shop or lobby that provided brochures for various 2 10 Ridgeline Helicopters (360) 435-4800 525 SNOHOMISH RIVER 11 Glider Rides (425) 238-6617, (425)-235-1610 5 LOWELL SNOHO 9 MISH RIVER attractions as well. Snohomish Harvey Field: RD 12 Airial Balloon Company (360) 568-3025 Skydive Snohomish, Inc. 9 LYNNWOOD 405 14 13 Snohomish Flying Service (360) 568-1541 x222 13 Snohomish Flying Service 14 Skydive Snohomish, Inc. (360) 568-7703 Downtown Seattle BOTHELL Snohomish 12 12 miles Airial Balloon AIRPORT WAY Harvey Field Company
AY Based on the site-survey completed for this report, ORT W P AIR ENTER WILLIAMS ROAD HANSON SLOUGH no brochure or printed map specifically promoting www.myoncell.mobi/14255070442 Or Dial (425) 507-0442 for Audio-only ENJOY OTHER SNOHOMISH COUNTY MOBILE TOURS only the aviation attractions at Paine Field was found. www.oncell.com These types of brochures may exist, but they were SCTB Self-Guided Mobile Tour Brochure not apparent or visible enough on the shelves of the brochure racks to be easily discovered. If available on Narbeck Wetland the brochure racks, they likely blended in with the other Sanctuary (1/2 mile North on Seaway Blvd) winery, hotel, and other tourist attractions advertised which made them difficult to find.
Printed Wayfinding Map A tourism or wayfinding map allows for a deeper inclusion of attractions and businesses into the overall wayfinding program. The accessibility and ease of a map and its maintenance broadens the level of inclusion into the wayfinding program. A comprehensive printed map can be a great asset to local visitor centers and hotels.
SCTB’s Aviation Mobile Tour brochure supplies a small circular map that identifies the attractions at Paine Field. The brochure and mobile tour is designed to direct to all Snohomish County’s aviation attractions and is not specific to just the attractions at Paine Field. This brochure/map is available online at Snohomish County’s website (www.snohomish.org/explore/ aviation). The link to this brochure is not highly visible Future of Flight Aviation Center & Boeing Tour | www.futureofflight.org | 800.464.1476 on the website page and can be easily overlooked if 8415 Paine Field Blvd • Mukilteo, WA 98275 someone isn’t closely reading the content on the page. Flying Heritage Collection WWII Warbirds | www.flyingheritage.com | 877.342.3404 3407 109th Street SW • Everett, WA 98204
The only other map found that shows all the aviation Historic Flight Foundation | www.historicflight.org | 425.348.3200 attractions together was located on the Paine Field 10719 Bernie Webber Drive • Mukilteo, WA 98275 Museum of Flight Restoration Center | www.museumofflight.org | 206.764.5720 Snohomish County Airport website (www.painefield. 2909 100th Street SW • Everett, WA 98204 com/9/Visiting). Legend Flyers Me 262 | www.stormbirds.com | 425.290.7878 10728 36th Place W • Building 211 - Bay 3 • Everett, WA 98204 Developing a printed map equips visitors with a Narbeck Wetland Sanctuary | www.narbeck.org | 425.355.9112 7007 Seaway Boulevard • Everett, WA 98204 personal guide to direct them around the aviation attractions and makes them aware of the local amenities. A printed map that specifically focuses on the Paine Attractions Map on Paine Field Airport Website
Paine Field Aviation Attraction Wayfinding Signage Assessment 37 BRANDING & PLACEMAKING
Field attractions and surrounding local businesses beneficial tool in advertising useful information about should be designed. The map should closely integrate the attractions and creating a cohesive brand between with the brand of the signage. This will equip visitors the signage and printed materials. The brochure should with a personal guide that enhances their visitor be distributed in local brochure racks or stands, visitor experience, advertises the collective identity of the centers, nearby hotels and other places that tourists aviation attractions, and connects the communication frequent. of the map and signage into a comprehensible branded system. The map should be distributed to hotels, visitor Passport centers, or other tourist destinations. An attractions passport is designed to advertise and market attractions, increase visitation to all attractions, Brochure and create an economical way for visitors to see them A brochure or visitor guide plays a crucial role in all. To stimulate additional economic activity in the attracting new visitors, maintaining current ones and area, the passport could be filled with deals or coupons helping businesses in the community grow. These from nearby hotels, restaurants, or businesses. If a printed items relay important information that transit route to each attraction is established the motivate people to visit and try new places. SCTB passport could also have an option where a visitor has developed a brochure that promotes all “Aviation could use it as a transit card. An attractions passport Adventures” available within Snohomish County. This is a great tool that can establish the area as a tourism brochure is not specific to just the aviation attractions destination. It will create increased awareness of all the at Paine Field. aviation attractions and contribute to the community’s economic potential. A new brochure should be created that promotes just the Paine Field aviation attractions together and integrates INFORMATION TECHNOLOGY with the brand of the signage . This will serve as a Technological, interactive, or digital signage components can enhance how people engage and
7 FLIGHT LESSONS AND AERIAL TOURS Seven local airports call Snohomish County home, including 360.403.3470, ci.arlington.wa.us, Arlington Airport Paine Field, a controlled airport with ILS (Instrument Landing experience a place. From websites and mobile apps to From north Snohomish County’s busy little airport, you can go to great System). All other airports listed below are uncontrolled. heights! Take o behind the controls and learn to y a plane yourself. Or sit back and relax as you take a sightseeing tour and see what PAINE FIELD HARVEY AIRFIELD makes our sound-to-mountain landscape so extraordinary. Snohomish County Airport 9900 Airport Way, Snohomish IN SNOHOMISH COUNTY Northwest Aviation Center 3220 100th St SW, Everett 360.568.1541 360.435.3337, www.nwac.aero 425.388.5125 Lit large reader boards there are a variety of ways in which Out of the Blue Aviation ILS, Lit, 9,010 ft runway HARVEY AIRFIELD FBO 360.474.1060, OutOfTheBlueAviation.com PAINE FIELD AIRPORT FBO Snohomish Flying Service The only FAA approved school at Arlington o ers all licenses, including Castle & Cooke Aviation 9900 Airport Way, Snohomish Light Sport, with a variety of aircraft and many highly experienced 1 FUTURE OF FLIGHT AVIATION CENTER 9724 32nd Place West, Everett 360.568.6894 instructors. FAA approved for scenic tours and air taxi, you can y to 425.355.6600 FIRSTAIR FIELD & BOEING TOUR the islands or Eastern Washington in comfort and style, getting there this technology can be integrated into a signage system. 425.438.8100, futureo ight.org, Paine Field, Everett PAINE FIELD AIRPORT FBO Monroe quicker and enjoying the beautiful Northwest scenery from the air! Regal Air 360.794.8570 Witness commercial jet aviation in the making as you watch Open seven days a week. the world’s largest jets assembled on the Boeing Tour. Then take 10217 31st Avenue West, Building C51, uncontrolled a virtual ight into the future and explore the possibilities – Ridgeline Helicopters Everett 360.435.4800, ridgelinehelicopters.com SKY HARBOR AIRPORT even design and test your own jet! 425.353.9123 14310 330th Ave SE, Sultan Gold Aero ARLINGTON AIRPORT 425.359.4625 However, integrating technology or digital signs must 2 FLYING HERITAGE COLLECTION 360.658.9700, go yga.com 18204 59th Dr NE, Arlington uncontrolled 206.342.4242, yingheritage.com, Paine Field, Everett Wild Blue Aviation Suite A Experience Paul Allen’s collection of historic 20th-century 425.876.0865 DARRINGTON AIRPORT 360.403.3470 Jim Hale, Airport Manager warbirds that changed the world! From priceless ghters to Lit compelling exhibits, FHC shows how courage and innovation 8 GLIDER RIDES 360.631.1928 cell brought aviation from the Biplane to the space age. Don’t miss 360.403.3470, ci.arlington.wa.us, Arlington Airport ARLINGTON AIRPORT FBO 360.436.1454 o ce balance with the operational goals of the entity that our spectacular outdoor “Fly Days” from May-September, too! From thousands of feet above the air, with only the wind to hear, you’ll Out of the Blue Aviation 360.436.1131 city Hall y with the birds (and a trained pilot) in a glider ride. Take a lesson 18306 59th Dr NE , Arlington uncontrolled 3 HISTORIC FLIGHT RESTORATION CENTER and come away ready to join the club, or bring your camera and end 360.474.1060 425.348.3200, historic ight.org, Paine Field, Everett the day with spectacular photos you could only take from a glider! See the restoration process of aviation's most important Evergreen Soaring aircraft produced from 1927 to 1957. All aircraft are restored to 425.238.6617, evergreensoaring.com will manage the systems. The success of using these ying condition and own regularly. Experience the roar of the Northwest Eagle Soaring F8F Bearcat or take a ride in a B25D Mitchell bomber named 425.235.1610, nwsoaring.com "Grumpy." 9 AIRIAL BALLOON COMPANY © Flying Heritage Collection 4 MUSEUM OF FLIGHT RESTORATION CENTER 360.568.3025, airialballoon.com, Harvey Field 425.745.5150, museumo ight.org/restoration-center, The beauty of the Paci c Northwest is best seen with a glass of types of products is dependent on one’s capability and Paine Field, Everett champagne, and a lot of hot air! Romance a loved one or treat The expert restorers of the Museum of Flight work out of Paine yourself. A nine-story hot air balloon will carry you over the Field to bring to life as many as three dozen vintage planes. In Snohomish river valley to view the panorama of the Northwest's varying states of restoration, these treasured pieces are mountains, farmlands, rivers and lakes. available for you to see. 10 SNOHOMISH FLYING SERVICE resourcefulness to maintain the digital content used 5 LEGEND FLYERS 360.568.1541, x 222, snohomish ying.com, Harvey Field 425.290.7878, Paine Field, Everett Can’t decide between ying a helicopter or an airplane? Try both! The Legend Flyers re-creates, rivet by rivet, classic planes. Master Scenic ights take you over our majestic valleys, mountains, oceans, © Museum of Flight Restoration Center technicians assemble to exacting speci cations plane reproduc- rivers and waterfalls; see it all from the air. Snohomish Flying Service tions. Available by appointment. Come see what's next! o ers charter service for your ease and convenience. in this technology. Digital signage or technological 6 NAVAL AIR STATION ARLINGTON 11 SKYDIVE SNOHOMISH, INC. Snohomish County Tourism Bureau arlingtonnavalairmuseum.com 360.568.7703, skydivesnohomish.com, Harvey Field Toll Free 888-338-0976 425.348.5802
17928 59th Drive, Arlington, WA - Opening July 2011 Experience the freedom of ight - by jumping out of an airplane! ® WWW.SNOHOMISH.ORG
Experience rsthand the rich and immense history of U.S. Naval Skydive for the rst time or get licensed and never stop. Your ® SnohomishCounty.mobi Auxiliary Air Station - Arlington. Observe a wide array of former parachute will bring you to a gentle landing, but your imagination will naval aircraft in a World War II parachute loft. continue to soar! Made possible in part by a grant from the Snohomish County Hotel-Motel Tax Fund. WWW.SNOHOMISH.ORG approaches must be consistently managed, updated, and maintained for these types of systems to be functional
Downtown Vancouver 93 miles 5 and effective. The following information technologies 530 6 STANWOOD DARINGTON 7 ARLINGTON For more than a century our eyes have been drawn to 2 6 the skies, our ears to the roar of the engine, our hearts 8 are provided as recommendations to be considered that to the winged ight of iron birds. The thrill never puts 5 9 SNOHOMISH down its landing gear! MARYSVILLE Steeped in aviation, Snohomish County has seen 100 COUNTY years of ight over its valleys. With aviation kingpin, EVERETT The Boeing Company at its center, the energy behind 1 4 will aide in awareness and connectivity to the all of the 11 the modern advances in ight, from the venerable 747 MUKILTEO 1 5 SNOHOMISH 3 3 10 jumbo jet to the new 787 Dreamliner, is matched only 2 9 5 4 2 SULTAN by the devotion to aviation heritage. LYNNWOOD MONROE The trained experts of an aerospace giant may retire, FUTURE OF FLIGHT AVIATION CENTER & BOEING TOUR BOTHELL PAINE FIELD, EVERETT aviation attractions. but they don’t leave. These devotees give Wartime
birds their time and talent as they restore vintage 5 Downtown Seattle 12 miles aircraft. Rosie the Riveter is reborn as Rosie the Restorer, and planes are re-constructed, or, as in the case of the Messerschmitt 262 ghter, completely re-created – piece by piece. 1 FUTURE OF FLIGHT AVIATION CENTER The expectant whir of the rivet gun takes a back seat to & BOEING TOUR the thunder of Historic Flight Foundation's collection 2 FLYING HERITAGE COLLECTION of aircraft produced between 1927 and 1957. These aircraft take o regularly in vivid re-creation of breath- 3 HISTORIC FLIGHT RESTORATION CENTER Website taking and thunderous ight. The historically signi - 4 MUSEUM OF FLIGHT RESTORATION CENTER cant, winged gems of the Paul G. Allen’s Flying Heritage LEGEND FLYERS Collection take to the skies on selected summer 5 Saturdays, giving engines their paces and visitors 6 NAVAL AIR STATION ARLINGTON The Internet is often the first place people go to get raised heart rates. HISTORIC FLIGHT RESTORATION CENTER 7 FLIGHT LESSONS AND AERIAL TOURS If having your eyes and ears lled with the sensation of PAINE FIELD, EVERETT 8 GLIDER RIDES vintage ight and modern jets is not enough, take to 9 AIRIAL BALLOON COMPANY the skies yourself. The possibilities are nearly limitless. From small aircraft, new and old, to helicopter or hot 10 SNOHOMISH FLYING SERVICE information about or to explore a place which makes air balloon, or from beneath a parachute or a glider’s 11 SKYDIVE SNOHOMISH, INC. wings, feel the wind for yourself. Then, know why this century of ight has ignited such passion, innovation and possibilities. 1 PAINE FIELD having a quality website that is interactive and friendly 2 ARLINGTON AIRPORT 3 HARVEY AIRFIELD 4 FIRSTAIR FIELD 5 SKY HARBOR AIRPORT © Skydive Snohomish, Inc. of great importance. Snohomish County currently PAUL G. ALLEN FLYING HERITAGE COLLECTION 6 DARRINGTON AIRPORT PAINE FIELD, EVERETT has an Aviation page on their website that connects Snohomish County Aviation Adventures Brochure
Paine Field Aviation Attraction Wayfinding Signage Assessment 38 BRANDING & PLACEMAKING
visitors to all aviation adventures located in the county. Although this includes the Paine Field attractions, it is not solely focused on this area.
If visitors are specifically doing a Google search for “Paine Field Aviation Attractions”, Snohomish County’s website is not the first result listed. Rather, the Paine Field Airport’s website is the first result listed followed by some of the individual attraction websites. The Paine Field Airport site provides an airport attractions map and links to each attraction’s website. A visitor must click to the second page of search results to find Snohomish County’s website link and connection to the aviation attractions through their site. Academic research indicates that 90% of searchers do not go Paine Field Airport Website past page one of the Google search results. As such, it is unlikely visitors will connect to the Paine Field attractions through the Snohomish website unless they are directed to the county’s website using a different word search.
If the aviation attractions are branded as a cultural district, they could have their own landing page to highlight each destination, direct people to each business, and support local hotel, restaurants and shopping in the surrounding area. The website could also promote visiting all the attractions by purchasing an attraction’s passport.
Any maps, whether on the web or printed need to be coordinated with the wayfinding signage system. This is important because how information is communicated Snohomish County Airport Website through each element affects a visitors experience. By coordinating the communication of these elements with AVIATION ADVENTURES AVIATION ADVENTURES a consistent message or graphic language, the visitors will have a better understanding of how to navigate to USE YOUR CELL PHONE each attraction.
Mobile Applications Mobile apps have become an integral part of how our society communicates and connects to businesses, places, and each other. Snohomish County has developed an Aviation Mobile Tour app which provides USE YOUR CELL PHONE, TABLET, OR SMART PHONE TO ACCESS THE BEAUTY, HISTORY AND ENJOY SELF-GUIDED PHONE TOURS OF THE ARLINGTON, a brief overview of each attraction and contact FUN FACTS OF SNOHOMISH COUNTY EVERETT, AND SNOHOMISH AVIATION CENTERS information. An audio clip is also available that reads ENTER www.myoncell.mobi/14255070442 Or Dial (425) 507-0442 for Audio-only the content in the overview. The mobile app is not Made possible in part by a grant from the Snohomish County Hotel-Motel Fund
Facebook.com/SnoCoTourism specific to just the Paine Field attractions but includes Twitter: @SnoCoTourism all of the County’s aviation tourist attractions. The Aviation Mobile Tour Brochure
Paine Field Aviation Attraction Wayfinding Signage Assessment 39 BRANDING & PLACEMAKING
current app does not provide a lot of content and its If the aviation attractions are established as a cultural features could be expanded upon to make the app more district, the district could have its own social media entertaining, useful, or engaging. connections that focus specifically on the aviation attractions at Paine Field. This has the potential to The Aviation Mobile Tour is also accessible on a visitors expand the outreach of the aviation attractions and cell phone. The use of the cell phone is highly dependent market them as a cultural destination. Management of on a visitor also having the Self-Guided Mobile Tour this brand asset would need to be considered. brochure available as a visitor must use the “Tour Stop” numbers listed in the brochure in order to listen to Digital Signage information about the attraction. The audio provided Digital signage like advertising displays, video displays, by the cell phone version provides is the same content directories, interactive information kiosks, and reader which is on the app. The audio is not engaging and does boards are used within an environment to engage not encourage a visitor to keep listening or learning. and inform the public. Digital signage provides real- time information of events or things going on in the To promote the attractions at Paine Field, a mobile app community such as announcements for event, festivals, should be created that specifically focuses on these traffic updates, or emergency notifications. These types attractions. Using a mobile app provides multiple of signs also work to: benefits that can reach residents and visitors in new • Welcome visitors and provide a sense of arrival ways, providing opportunities to experience the aviation • Identify destinations and amenities attractions, and give the attractions the ability to track • Provide opportunities for advertising and analyze data obtained from the app. The following • Update information quickly and economically provides recommendations for the type of content that could be included into the mobile app: Integrating digital signage into a wayfinding system • Provide interactive wayfinding that directs people typically causes mixed reactions where some embrace to attractions, hotels, restaurants, shops or other it to promote local business and festivals while others points of interest. feel it is an intrusion to the environment. As it is not • Include a Virtual Concierge that can help people yet clear whether integration of digital or technological develop their itinerary for the day. approaches will be embraced by the community, during • Create an opportunity for people to read, listen, the development of signage concepts, suggestions for or watch content related to historical or current incorporation of these elements where appropriate may aviation information or news. be considered. • Develop an interactive event calendar. • Integrate social media into the app so people can share their experiences of the attractions.
There a variety of content and features that can be included in a mobile app. However, content inclusion must be based on what can be consistently updated, managed, and maintained.
Social Media Social media has become a key asset which provides communication and access. Snohomish County actively promotes the aviation attractions through their social media platforms. Many of the aviation attractions also have their own social media outlets.
Paine Field Aviation Attraction Wayfinding Signage Assessment 40