2015 Lodging Market Study

A look at where guests come from and when they stay.

Island County EDC 4‐6‐2016

Whidbey & Camano Islands Tourism The Shortest Distance to Far Away® Contents Introduction ...... 1 Whidbey & Camano Islands Tourism ...... 1 Island County Economic Development Council ...... 1 About the Data ...... 1 Origin Zip Code ...... 3 All Reporting Locations ...... 3 Zip Code 98236 – Clinton ...... 5 Zip Code 98239 – Coupeville ...... 6 Zip Code 98260 – Langley ...... 7 Zip Code 98277 – Oak Harbor ...... 8 Guest Nights Stayed ...... 10 All Reporting Locations ...... 10 Zip Code 98236 – Clinton ...... 11 Zip Code 98239 – Coupeville ...... 12 Zip Code 98260 – Langley ...... 13 Zip Code 98277 – Oak Harbor ...... 14 International Information ...... 15 All Countries ...... 15 Canada ...... 15 Market Analysis ...... 17 Introduction ...... 17 All Reporting Locations ...... 17 Maps ...... 20 Canada Zip Code Maps ...... 20 National and Canada Top 25 Locations ...... 21 Pacific Northwest Top 25 Locations ...... 22 Appendix A ...... 23 Mosaic Cluster Details ...... 23

Whidbey & Camano Islands Tourism The Shortest Distance to Far Away® Introduction For several years Whidbey and Camano Islands Tourism has discussed the need for a lodging market study showing where guests came from and when they stayed.

Requests to provide the information compiled in this report was sent to 149 lodging businesses. Some businesses had closed, others couldn’t respond due to limitations in their guest tracking systems, etc. In the end, twenty‐three lodging businesses responded – from small bed and breakfasts to large hotels. No zip code 98282 (Camano Island) lodging business submitted and an insufficient number of submissions came from 98253 (Greenbank) and 98249 (Freeland) to accurately break out lodging results in those areas.

Both the Economic Development Council and Whidbey & Camano Islands Tourism thank those who took the time to respond. It’s their support that will directly contribute to increased marketing effectiveness of Whidbey & Camano Islands Tourism. Whidbey & Camano Islands Tourism Whidbey & Camano Islands Tourism promotes tourism in Island County and is governed by the Island County Joint Administration Board (Tourism).

Chair – Jill Johnson, Island County Commissioner

Vice‐Chair – Chet Ross, President, Greater Freeland Chamber of Commerce

Marketing Manager – Sherrye Wyatt Island County Economic Development Council The Economic Development Council (EDC) promotes community development, workforce development and business development in Island County. The EDC does this through its wide network of government, nonprofit, community and business partners and direct support to county residents.

President – Marshall Bronson, Compass Rose Bed and Breakfast

Vice President – Chet Ross, President, Greater Freeland Chamber of Commerce

Executive Director – Ron Nelson

Program Coordinator – Sami Postma

About the Data For this initial study, the Whidbey & Camano Islands Tourism felt the most important information was gathering guest zip codes, the amount of nights the guest stayed and the dates they arrived.

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Whidbey & Camano Islands Tourism The Shortest Distance to Far Away® For example:

Date Nights Zip Code 2/14/2015 1 98112 2/14/2015 2 98112 3/6/2015 3 V5X 1L8 3/6/2015 2 V5X 1L8

Important to both the EDC and Whidbey & Camano Islands Tourism was not making the reporting requirements too difficult for lodging. The more onerous the reporting, the less chance lodging businesses would participate. That means not all the desired information people would like to see was captured. Since this is the first effort at a report like this, refinement will occur in the future to find the proper balance between getting needed information and not creating undue reporting burdens on lodging businesses.

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Whidbey & Camano Islands Tourism The Shortest Distance to Far Away® Origin Zip Code Where did guests come from in 2015? Compiling all the guest zip codes into the total number of paid nights, “How many nights did people from that zip code stay and pay for?” shows some slight differences by area. All Reporting Locations “And the winner is… Oak Harbor.”

Wait, Oak Harbor? That’s the origin zip code for the most number of nights booked by those reporting? Yup. But here’s how information can sometimes mislead. Compare the table below with the next one.

Zip Codes City / State % of Total Paid Room Nights 98277 Oak Harbor WA 1.33% 98101 Seattle WA 0.99% 98109 Seattle WA 0.36% 98072 Woodinville WA 0.30% 98499 Lakewood WA 0.26% 98604 Battle Ground WA 0.24% 98052 Redmond WA 0.22% 98004 Bellevue WA 0.21% 98033 Kirkland WA 0.20% 98201 Everett WA 0.20% 98225 Bellingham WA 0.20% 98115 Seattle WA 0.19% 98501 Olympia WA 0.19% 98103 Seattle WA 0.17% 98226 Bellingham WA 0.17% 98110 Bainbridge Island WA 0.17% 98239 Coupeville WA 0.16% 94591 Vallejo CA 0.15% 98117 Seattle WA 0.15% 51101 Sioux City IA 0.15% 98258 Lake Stevens WA 0.15% 98112 Seattle WA 0.14% 98011 Bothell WA 0.14% 98105 Seattle WA 0.14% 98036 Lynnwood WA 0.14%

The table below reports the total number of paid rooms by city, not zip code. Since Seattle has over 25 zip codes, if you look at the city totals things change dramatically. While Oak Harbor is highest by zip code, Seattle is the highest for cities.

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Whidbey & Camano Islands Tourism The Shortest Distance to Far Away®

City / State % of Total Paid Room Nights Seattle WA 4.12% Oak Harbor WA 1.39% Washington DC 0.62% Portland OR 0.56% Tacoma WA 0.48% Everett WA 0.48% Bellevue WA 0.46% Bellingham WA 0.44% Vancouver WA 0.41% Olympia WA 0.41% APO AE1 0.37% Woodinville WA 0.36% Houston TX 0.36% New York NY 0.35% Lakewood WA 0.33% Bothell WA 0.31% Kirkland WA 0.31% Phoenix AZ 0.31% Kent WA 0.30% Spokane WA 0.28% Redmond WA 0.27% San Francisco CA 0.26% San Diego CA 0.26% Renton WA 0.26% Puyallup WA 0.25%

We’ll look at the Oak Harbor zip code number again later.

1 APO AE. The “AE” stands for “Armed Forces Europe” and relates to military mailing addresses in Europe.

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Whidbey & Camano Islands Tourism The Shortest Distance to Far Away® Zip Code 98236 – Clinton The 98236 zip code runs from the extreme south of Whidbey Island, west to about the Useless Bay Golf and Country Club, and north to State Route 525. Lodging in this area is mostly bed and breakfasts or vacation rentals by owner.

Zip Code City / State % of Total Paid Room Nights 99301 Pasco WA 3.76% V5K 0A1 Vancouver (North Hastings‐ Sunrise), 2.51% British Columbia 97035 Lake Oswego OR 2.26% 98072 Woodinville WA 2.26% 98117 Seattle WA 2.01% 02459 Newton Center MA 1.75% 06405 Branford CT 1.75% 20001 Washington DC 1.75% 61111 Loves Park IL 1.75% 91762 Ontario CA 1.75% 92071 Santee CA 1.75% 98177 Seattle WA 1.75% 47720 Evansville IN 1.50% 89434 Sparks NV 1.50% 98294 Sultan WA 1.50% 28792 Hendersonville NC 1.25% 92627 Costa Mesa CA 1.25% 97034 Lake Oswego OR 1.25% 97213 Portland OR 1.25% 98006 Bellevue WA 1.25% 98125 Seattle WA 1.25% 98236 Clinton WA 1.25% 55406 Minneapolis MN 1.00% (continued on next page)

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Whidbey & Camano Islands Tourism The Shortest Distance to Far Away®

Zip Code City / State % of Total Paid Room Nights 60189 Wheaton IL 1.00% 63105 Saint Louis MO 1.00% 76111 Fort Worth TX 1.00%

Zip Code 98239 – Coupeville The 98239 zip code extends roughly from the Greenbank Farm in the south to Van Dam Road in the north. Several inns and multiple bed and breakfasts exist in the area.

A question that came up when discussing the Coupeville results was,

“Why is Coupeville in the top 10?”

The answer provided by one of Whidbey Island’s chamber of commerce directors was interesting.

“Most likely it’s because of visiting relatives or friends whose room is paid for by a Coupeville area resident.”

Zip Code City / State % of Total Paid Room Nights 98101 Seattle WA 13.04% 51101 Sioux City IA2 2.27% 98225 Bellingham WA 1.56% 98201 Everett WA 1.51% 98033 Kirkland WA 1.19% 98020 Edmonds WA 1.16% 98004 Bellevue WA 1.08% 98011 Bothell WA 1.01% 98239 Coupeville WA 1.01% 98501 Olympia WA 0.91% V8N 1A1 Saanich East, British Columbia 0.91% 98052 Redmond WA 0.88% V5K A01 Vancouver (North Hastings‐ Sunrise), 0.86% British Columbia (continued on next page)

2 Reflects a cottage rental by a long‐stay guest.

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Whidbey & Camano Islands Tourism The Shortest Distance to Far Away®

Zip Code City / State % of Total Paid Room Nights 98401 Tacoma WA 0.83% 98036 Lynnwood WA 0.81% 98660 Vancouver WA 0.78% 97201 Portland OR 0.76% 98072 Woodinville WA 0.73% 98110 Bainbridge Island WA 0.73% 98270 Marysville WA 0.73% 84737 Hurricane UT 0.71% 98290 Snohomish WA 0.71% 98030 Kent WA 0.66% 80901 Colorado Springs CO 0.61%

Zip Code 98260 – Langley Zip Code 98260 stretches from south of State Route 525, north to Baby Island and west almost to Freeland.

Several larger hotels and dozens of bed and breakfasts and vacation rental by owner properties exist in the area.

For Langley, the greatest number of lodging guests come from the Seattle area. When totaled on cities alone, 13% of guests come from Seattle zip codes. Over 18% come from Seattle, Bellevue, Redmond, Bothell, Edmonds, Kent, Renton, Lynnwood, Mountlake Terrace, Federal Way and University Place combined.

Zip Code City / State % of Total Paid Room Nights 98101 Seattle WA 2.56% 98115 Seattle WA 2.51% 98004 Bellevue WA 1.88% 98033 Kirkland WA 1.88% 98103 Seattle WA 1.88% 98052 Redmond WA 1.71% 98236 Clinton WA 1.66% 98122 Seattle WA 1.45% (continued on next page)

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Whidbey & Camano Islands Tourism The Shortest Distance to Far Away® Zip Code City / State % of Total Paid Room Nights 98119 Seattle WA 1.41% 98105 Seattle WA 1.36% 98040 Mercer Island WA 1.28% 98107 Seattle WA 1.28% 98109 Seattle WA 1.28% 98112 Seattle WA 1.24% 98144 Seattle WA 1.07% 98102 Seattle WA 1.02% 98117 Seattle WA 1.02% 98110 Bainbridge Island WA 0.98% 98199 Seattle WA 0.94% 98249 Freeland WA 0.94% 98260 Langley WA 0.94% 98116 Seattle WA 0.85% 98118 Seattle WA 0.85% 98177 Seattle WA 0.85% 98027 Issaquah WA 0.81%

Zip Code 98277 – Oak Harbor The 98277 zip code area includes all mailing addresses from just north of Penn Cove to Deception Pass.

The number one zip code paying for rooms in zip code 98277 was… the zip code 98277. Why?

The most likely cause is Naval Air Station Whidbey Island (NASWI). While the installation has lodging available, it cannot handle the surge demand which occurs during the summer peak moving season. Sailors moving into the area do not use their previous address, they use a temporary local address which shows in the 98277 zip code count.

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Whidbey & Camano Islands Tourism The Shortest Distance to Far Away®

Zip Code City / State % of Total Paid Room Nights 98277 Oak Harbor WA 1.39% 98109 Seattle WA 0.31% 98499 Lakewood WA 0.29% 98604 Battle Ground WA 0.28% 98072 Woodinville WA 0.23% 94591 Vallejo CA 0.18% 20036 Washington DC 0.15% 98684 Vancouver WA 0.14% 98226 Bellingham WA 0.14% 60174 Saint Charles IL 0.13% 85367 Yuma AZ 0.12% 91361 Westlake Village CA 0.12% 98501 Olympia WA 0.12% 20709 Laurel MD 0.12% 98042 Kent WA 0.12% 98012 Bothell WA 0.12% 98178 Seattle WA 0.11% 77584 Pearland TX 0.11% 70363 Houma LA 0.10% 98335 Gig Harbor WA 0.10% 98264 Lynden WA 0.10% 97030 Gresham OR 0.10% 98052 Redmond WA 0.09% 94061 Redwood City CA 0.09% 98034 Kirkland WA 0.09% 46385 Valparaiso IN 0.09%

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Whidbey & Camano Islands Tourism The Shortest Distance to Far Away® Guest Nights Stayed Now that we know where lodging guests originated from, the next question is, “When did they come and how long did they stay?” All Reporting Locations Using the same calculations of when did people come and pay for the most nights results in the following chart.

0.70%

0.60%

0.50%

0.40%

0.30%

0.20%

0.10%

0.00% 7‐Jul 1‐Jan 4‐Jun 3‐Oct 3‐Feb 8‐Dec 9‐Aug 18‐Jul 29‐Jul 5‐Nov 8‐Mar 2‐May 12‐Jan 23‐Jan 15‐Jun 26‐Jun 14‐Oct 25‐Oct 10‐Apr 21‐Apr 14‐Feb 25‐Feb 11‐Sep 22‐Sep 19‐Dec 30‐Dec 20‐Aug 31‐Aug 16‐Nov 27‐Nov 19‐Mar 30‐Mar 13‐May 24‐May The chart represents what most people familiar with lodging in the county assume – the summer is the busiest season. What’s interesting is how dramatically the number of paid rooms falls in the winter holiday season. However, when a person stops to consider Thanksgiving and Christmas, two potential reasons explain the drop – guests staying with families or small lodging businesses, like B&B’s, closing for some much needed vacation.

Here's the same information by months and quarters.

% of Total Paid Nights % of Total Paid Nights

14.0% 40% 12.0% 35% 30% 10.0% 25% 8.0% 20% 6.0% 15% 4.0% 10% 2.0% 5% 0.0% 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Qtr1 Qtr2 Qtr3 Qtr4

Now that we’ve looked at lodging across Whidbey Island, let’s drill down to the zip codes.

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Whidbey & Camano Islands Tourism The Shortest Distance to Far Away® Zip Code 98236 – Clinton When viewing the chart, it’s important to remember that a smaller data sample can lead to wide percentage swings and Clinton is the smallest sample reported.

% of Total Paid Nights 5% 4% 4% 3% 3% 2% 2% 1% 1% 0% 1‐Jul 8‐Jul 2‐Jan 9‐Jun 9‐Apr 2‐Aug 24‐Jul 7‐Nov 8‐Mar 6‐May 17‐Jan 19‐Jun 16‐Oct 14‐Apr 24‐Apr 13‐Feb 21‐Feb 11‐Sep 18‐Sep 24‐Dec 10‐Aug 18‐Aug 29‐Aug 26‐Nov 27‐Mar 16‐May 23‐May

% of Total Paid Nights

The wide swings in the daily chart begin to level out and the number of paid nights become clearer in the monthly and quarterly charts. Clinton’s busiest month is August.

% of Total Paid Nights % of Total Paid Nights

20% 50%

40% 15%

30% 10% 20%

5% 10%

0% 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Qtr1 Qtr2 Qtr3 Qtr4

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Whidbey & Camano Islands Tourism The Shortest Distance to Far Away® Zip Code 98239 – Coupeville Like Clinton, August is the busiest month for Coupeville lodging and, no surprise, the 3rd quarter of the year – July, August and September.

% of Total Paid Nights 3%

2%

2%

1%

1%

0% 6‐Jul 1‐Jan 6‐Jun 4‐Oct 7‐Apr 4‐Feb 4‐Sep 8‐Dec 5‐Aug 16‐Jul 26‐Jul 4‐Nov 8‐Mar 7‐May 13‐Jan 24‐Jan 16‐Jun 26‐Jun 14‐Oct 25‐Oct 17‐Apr 27‐Apr 14‐Feb 24‐Feb 14‐Sep 24‐Sep 20‐Dec 15‐Aug 25‐Aug 14‐Nov 26‐Nov 18‐Mar 28‐Mar 17‐May 27‐May For the Coupeville area, January 18th3 and August 2nd stand out as the busiest days. August 2nd was the peak of the tourist season and the Coupeville Arts and Crafts Festival weekend. January 18th stands out because of a 90‐day cottage rental.

% of Total Paid Nights % of Total Paid Nights

18% 45% 16% 40% 14% 35% 12% 30% 10% 25% 8% 20% 6% 15% 4% 10% 2% 5% 0% 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Qtr1 Qtr2 Qtr3 Qtr4

3 Reflects a cottage rental by a long stay guest.

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Whidbey & Camano Islands Tourism The Shortest Distance to Far Away® Zip Code 98260 – Langley Langley lodging continues the pattern of Clinton and Coupeville of August and the 3rd quarter being the busiest times for lodging. The busiest day of the year was August 14th with May 8th and September 11th close behind. % of Total Paid Nights 1.0% 0.9% 0.8% 0.7% 0.6% 0.5% 0.4% 0.3% 0.2% 0.1% 0.0% 1‐Jan 6‐Jun 4‐Oct 7‐Apr 6‐Feb 3‐Dec 5‐Aug 12‐Jul 24‐Jul 9‐Nov 2‐Mar 1‐May 13‐Jan 25‐Jan 18‐Jun 30‐Jun 16‐Oct 28‐Oct 19‐Apr 18‐Feb 10‐Sep 22‐Sep 15‐Dec 27‐Dec 17‐Aug 29‐Aug 21‐Nov 14‐Mar 26‐Mar 13‐May 25‐May What’s interesting about Langley’s numbers is how they seem to have a less drastic fluctuation than all those reporting. To verify this, I looked at the standard deviation4 of the percent of total paid nights. Here’s what I found. Zip Code Location Daily Standard Deviation Monthly Standard Deviation All Reporting .1108% 2.9% 98236 – Clinton .7364% 4.4% 98239 – Coupeville .2618% 3.6% 98260 – Langley .0013% 1.7% 98277 – Oak Harbor .1194% 3.1% So, what’s this tell us? Well, first of all, the assumption that Langley has less drastic fluctuations is backed up by the numbers. From this a person might conclude that sales of rooms in Langley stay more stable throughout the year. Granted, fluctuations of a few percentage points don’t scream for an epiphany, but it is interesting.

% of Total Paid Nights % of Total Paid Nights

14% 35% 12% 30% 10% 25% 8% 20% 6% 15% 4% 10% 2% 5% 0% 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Qtr1 Qtr2 Qtr3 Qtr4

4 Standard deviation: a quantity calculated to indicate the extent of deviation for a group as a whole.

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Whidbey & Camano Islands Tourism The Shortest Distance to Far Away® Zip Code 98277 – Oak Harbor When capacity is reached with Naval Air Station Whidbey lodging, guests receive a referral to local hotels or motels. The impact of this is felt most in the military’s usual moving season from the middle of May to the beginning of September. Another large impact to lodging in the Oak Harbor area, especially the larger hotels, is construction contractors working on large projects at Naval Air Station Whidbey Island.

% of Total Nights Paid 0.9%

0.8%

0.7%

0.6%

0.5%

0.4%

0.3%

0.2%

0.1%

0.0% 7‐Jul 1‐Jan 4‐Jun 3‐Oct 3‐Feb 8‐Dec 9‐Aug 18‐Jul 29‐Jul 5‐Nov 8‐Mar 2‐May 12‐Jan 23‐Jan 15‐Jun 26‐Jun 14‐Oct 25‐Oct 10‐Apr 21‐Apr 14‐Feb 25‐Feb 11‐Sep 22‐Sep 19‐Dec 30‐Dec 20‐Aug 31‐Aug 16‐Nov 27‐Nov 19‐Mar 30‐Mar 13‐May 24‐May The highest number of nights paid for in the Oak Harbor area lodging was February 28th. The next highest was June 6th. Unlike the other zip code areas, the Oak Harbor area’s highest number of paid nights was in July and not August.

% of Total Paid Nights % of Total Paid Nights

14% 40% 12% 35% 10% 30% 25% 8% 20% 6% 15% 4% 10% 2% 5% 0% 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Qtr1 Qtr2 Qtr3 Qtr4

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Whidbey & Camano Islands Tourism The Shortest Distance to Far Away® International Information All Countries Canada had the highest number of paid room nights, comprising 91% of the total international nights. The United Kingdom was a distant second at 2% of the total.

Row Labels Total Paid Room Nights Canada 996 United Kingdom 26 Denmark 12 Germany 9 Netherlands 9 Japan 8 New Zealand 8 China 5 Australia 4 France 4 Belgium 3 Austria 2 Colombia 2 Dubai 2 Italy 2 Switzerland 2 Guadeloupe 1 Israel 1 Portugal 1 Spain 1 United States Virgin Islands 1 Uruguay 1

Canada The most paid nights came from the heart of Vancouver, British Columbia. Postal code V5K is just south of Vancouver Harbour and includes 12 park areas, the Hastings Racecourse and Playland Amusement Park. V4K had the second most nights and is part of the peninsula that includes Point Roberts. V8N, Saanich East, is just north of Victoria on Vancouver Island.

City / Area Zip Code Total Paid Room Nights Vancouver (North Hastings‐ Sunrise) V5K 67 Delta Central V4K 37 Saanich East V8N 36 Abbotsford Southeast V2S 31 Langley Township North V1M 24

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Whidbey & Camano Islands Tourism The Shortest Distance to Far Away®

City / Area Zip Code Total Paid Room Nights Chilliwack Central V2P 20 North Vancouver Southwest V7P 20 Surrey East V3S 19 Surrey Northeast V4N 18 Burnaby (Government Road / Lake City / SFU / Burnaby V5A 17 Mountain) Delta Northeast V4C 16 North Vancouver Outer East V7G 16 Chilliwack West V2R 15 North Vancouver Inner East V7H 15 Surrey Southwest V4A 14 Maple Ridge Northwest V4R 14 Sidney V8L 14 Richmond South V7A 13 Vancouver (Dunbar‐ Southlands / Musqueam) V6N 12 North Island, Sunshine Coast, and Southern Gulf Islands V0N 11 (Whistler) Port Coquitlam Central V3B 11 Port Moody V3H 11 Coquitlam North V3J 11 Coquitlam South V3K 11

According to the information reported, Oak Harbor had the highest number of paid nights while Coupeville came in second. Considering the substantially higher number of available rooms in Oak Harbor, the Coupeville number is significant and could indicate the town is the preferred destination for Canadians.

Zip Code – Area Total Paid Room Nights 98277 – Oak Harbor 583 98239 – Coupeville 318 98260 – Langley 66 98236 – Clinton 16 98249 – Freeland 12

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Whidbey & Camano Islands Tourism The Shortest Distance to Far Away® Market Analysis Introduction It’s one thing to know where your guests come from, it’s another to know their likes, dislikes and lifestyles. Sno‐Isle Libraries has a powerful online tool which provides lifestyle reports. It’s called Mosaic and is published by Experian. Mosaic reports provide information in lifestyle clusters that reflect:

 Traits  Demographics and behavior  How they live their lives  How they view the world  How they get by  What they read  What TV shows they watch

Knowing this information can help in constructing messages that resonate with the target market. All Reporting Locations Looking again at the table of zip codes from where guests originated, you’ll see two new columns: Mosaic Cluster and Cluster %. The “Mosaic Cluster” refers to the report number of the cluster while the “Cluster %” refers to how large that cluster is at that zip code. Dozens of clusters could exist in any given zip code. What’s listed below is the is the cluster that makes up the largest percentage of all clusters in the zip code (A listing of the code titles is available in Appendix A).

Zip Codes City / State % Total Paid Nights Zip Codes Mosaic Cluster Cluster % 98277 Oak Harbor WA 1.33% 98277 E21 23.3% 98101 Seattle WA 0.99% 98101 G25 61.2% 98109 Seattle WA 0.36% 98109 G25 62.5% 98072 Woodinville WA 0.30% 98072 C11 25.8% 98499 Lakewood WA 0.26% 98499 K40 26.9% 98604 Battle Ground WA 0.24% 98604 E21 26.0% 98052 Redmond WA 0.22% 98052 O54 31.5% 98004 Bellevue WA 0.21% 98004 G25 49.3% 98033 Kirkland WA 0.20% 98033 C13 33.7% 98201 Everett WA 0.20% 98201 K40 46.3% 98225 Bellingham WA 0.20% 98225 O53 32.9% 98115 Seattle WA 0.19% 98115 C13 42.6% 98501 Olympia WA 0.19% 98501 C11 37.0% 98103 Seattle WA 0.17% 98103 G25 50.9% 98226 Bellingham WA 0.17% 98226 K40 29.9% 98110 Bainbridge Island WA 0.17% 98110 C13 72.1% 98239 Coupeville WA 0.16% 98239 L41 80.3% 94591 Vallejo CA 0.15% 94591 H26 34.8% (continued on next page)

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Whidbey & Camano Islands Tourism The Shortest Distance to Far Away®

Zip Codes City / State % Total Paid Nights Zip Codes Mosaic Cluster Cluster % 98117 Seattle WA 0.15% 98117 C13 51.3% 51101 Sioux City IA 0.15% 51101 S71 70.8% 98258 Lake Stevens WA 0.15% 98258 F22 20.6% 98112 Seattle WA 0.14% 98112 G25 33.0% 98011 Bothell WA 0.14% 98011 K37 26.5% 98105 Seattle WA 0.14% 98105 O53 52.4% 98036 Lynnwood WA 0.14% 98036 C11 23.1%

How to use this information?

Taking a look at the 98277 zip code, Experian states the highest percentage of households fall within the E21 – “Unspoiled Splendor” cluster. Accessing the report from the Sno‐Isle Libraries database reveals the following traits for the cluster:

 Internet pragmatics  Price‐conscious  Community‐minded  American‐made  Coupon favorable  Conservative finances  Rustic outdoor sports  Traditional  Empty‐nesters  Upper middle‐class

The report then follows with 20 more pages of information about the cluster such as what magazines they read, TV shows they watch, demographics, etc.

For the next two zip codes, 98101 and 98109, the predominant lifestyle cluster is E25 – Urban Edge which has the following key traits:

 Digitally‐literate  Internet‐savvy  Risk takers  Financially‐sensible  Exercise enthusiasts  Cutting‐edge culture  Hip  Urban‐dwellers  Socializing singles

The lifestyle cluster information provided by Mosaic serves as a starting point in more accurately understanding a potential target market. Information from the reports should serve as one potential aid in developing a comprehensive marketing strategy.

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Whidbey & Camano Islands Tourism The Shortest Distance to Far Away® For more information on the Mosaic reports contact the EDC at (360) 678‐6889 or talk with your local librarian.

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Whidbey & Camano Islands Tourism The Shortest Distance to Far Away® Maps Canada Zip Code Maps

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National and Canada Top 25 Locations

Pacific Northwest Top 25 Locations

To access an interactive Google map visit: http://bit.ly/1X47yxy.

Appendix A Mosaic Cluster Details  A01 American Royalty  A02 Platinum Prosperity  A03 Kids and Cabernet  A04 Picture Perfect Families  A05 Couples with Clout  A06 Jet Set Urbanites  B07 Generation Soup  B08 Babies and Bliss  B09 Family Fun‐tastic  B10 Cosmopolitan Achievers  C11 Aging of Aquarius  C12 Golf Carts and Gourmets  C13 Silver Sophisticated  C14 Boomers and Boomerangs  D15 Sports Utility Families  D16 Settled in Suburbia  D17 Cul de Sac Diversity  D18 Suburban Attainment  E19 Full Pockets, Empty Nest  E20 No Place Like Home  E21 Unspoiled Splendor  F22 Fast Track Couples  F23 Families Matter Most  G24 Status Seeking Singles  G25 Urban Edge  H26 Progressive Potpourri  H27 Birkenstocks and Beemers  H28 Everyday Moderates  H29 Destination Recreation  I30 Stock‐cars and State Parks  I31 Blue Collar Comfort  I32 Steadfast Conventionalists  I33 Balance Harmony  J34 Aging in Place  J35 Rural Escape  J36 Settled and Sensible  K37 Wired for Success  K38 Gotham Blend  K39 Metro Fusion  K40 Bohemian Groove

Whidbey & Camano Islands Tourism The Shortest Distance to Far Away®

 L41 Booming and Consuming  L42 Rooted Flower Power  L43 Homemade Happiness  M44 Red White and Bluegrass  M45 Diapers and Debit Cards  N46 True Grit Americans  N47 Countrified Pragmatics  N48 Rural Southern Bliss  N49 Touch of Tradition  O50 Full Steam Ahead  O51 Digital Dependents  O52 Urban Ambition  O53 Colleges and Cafes  O54 String Single Scene  O55 Family Troopers  P56 Mid‐Scale Medley  P57 Modest Metro Means  P58 Heritage Heights  P59 Expanding Horizons  P60 Striving Forward  P61 Humble Beginnings  Q62 Reaping Rewards  Q63 Footloose and Family Free  Q64 Town Elders  Q65 Senior Discounts  R66 Dare to Dream  R67 Hope for Tomorrow  S68 Small Town Shallow Pockets  S69 Urban Survivors  S70 Tight Money  S71 Tough Times

If you have questions on this report, contact:

Whidbey & Camano Islands Tourism Island County EDC P.O. Box 365 PO Box 279 Coupeville, WA 98239 Coupeville, WA 98239 Email: [email protected] Phone: (360) 678‐6889

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