Day Marketing Update

Research Materials

April 11, 2017

Please bring this binder to the April 17, 2017 Regular City Council Meeting.

Brandon Miles

Tukwila Brand Fieldwork Report

Part A

March 2017

Tukwila Brand Audit Fieldwork Summary Part A

Contents

Introduction ………………………………………………………….……………. 2

1. Destination Assessment ………………….…………………………………… 3

2. Stakeholder Interviews …………………………………………………...…… 13

3. Focus Group Meetings …………………………………………..……………. 27

4. Brand Advisory Committee Meeting ..……………………………………….. 32

5. Pre-Interview Survey ………………………………………………………….. 36

Bill Baker, Team Leader Total Destination Marketing 20212 SW 86th Ave. Tualatin, OR 97062 Phone: (503) 692-4603 Email: [email protected] Website: DestinationBranding.com

Introduction

This Fieldwork Report Part A provides background material and records from the research, competitor review and community consultation conducted by Total Destination Marketing during the Tukwila Brand Strategy research phase during January – February 2017. The review comprised extensive research and consultation involving stakeholders inside and outside of the city. The brand research to date has included:

Destination Assessment

Face to face interviews.

Stakeholder focus groups.

Part B will include the responses to the Tukwila Community Online Survey and the Competitor Profiles.

1. Tukwila-Southcenter Destination Assessment

The actions identified in this assessment were created after reviewing Tukwila’s online presence, site visits, consultation with local stakeholders through interviews and workshops, and examining user-generated content. The focus of the assessment is on key aspects of the city where improvements can be made. However, in many cases actions may involve further feasibility work.

Assessment Categories:

Excellent: High quality. Adequate: Satisfactory, but could be strengthened. Minor improvement: Could be tweaked to improve performance. Major improvement: Needs investment to significantly enhance performance.

First-time Observations As a first-time visitor, Tukwila-Southcenter presents as an industrial city, with confusing masses of shopping and dining establishments. It’s impersonal and cold. It’s easy to get lost driving around the shopping district. At night, lighting is inadequate and adds to the feeling of uncomfortableness.

There are cars everywhere and no perceivable housing.

Whatever sense of place or warmth is tied to the familiar, brand-name retailers and restaurants. With no downtown per se, Tukwila’s identity is likely driven by these establishments.

Tukwila has a lot going for it in terms of activities that may be missed by a visitor’s initial observations. Many of the family-friendly places are outside of the core shopping area.

It’s easy to see why the name “Tukwila” has an identity problem. The freeway signage alternatively lists “Tukwila” or “Southcenter.” It really wasn’t clear if you were entering or visiting Tukwila as a city or whether Southcenter itself is a city, let alone a major shopping district.

Given the scale and complexity of options within the area, there is a lack of signage and well-designed maps and directories. This problem holds particularly true for accessing the Southcenter shopping precinct itself, as well as navigating in and around the key Westfield Mall which lacks sufficient directories, readily understandable and functional maps, and related navigational aids. As web feedback states, ‘it is easy to get lost’.

Planning a Visit This includes the early points of contact that influence whether a prospective visitor visits Tukwila. Commonly, these points of contact include advertising, articles in newspapers and magazines, brochures, web sites, guidebooks, word of mouth, emails and past experiences.

Assessment Comments

Seattle Southside Website Minor & Major The DMO’s website provides an excellent overview of Improvements what to see and do in Seattle Metro. This is achieved by positioning Southside as ‘Seattle’s Backyard’. The presentation of attractions and services is in alphabetical

order and not according to what is within Southside. The site does clearly show or describe what comprises Seattle Southside. The site does not provide a readily visible map that identifies Tukwila (or Southcenter). These maps can be found a found several clicks away and are not readily visible. Tukwila and Southcenter experiences do seem to be well represented, they are buried long with other Seattle region attractions.

City of Tukwila Website Major It was somewhat difficult to gain an immediate overview Improvement of the strengths of the city with the introductory copy or images. The information via links to other sites is somewhat limited and require multiple clicks to reach them.

Westfield Southcenter Excellent The Westfield Southcenter website provides some of Website the best structured information in relation to the Southcenter shopping and entertainment experience. It also provides menu access to a set of potentially helpful and much needed maps. But is limited to Westfield Mall tenants only.

Search Major A Google search using the word ‘Tukwila’ brought the Improvements City website up first, a wiki listing second and third a May 2016 link to a KOMO news story mentioning Tukwila in the context of the city no longer being one of the “most dangerous in America” - even though the heading being used suggested the opposite. A search under ‘Tukwila tourism’ or ‘Tukwila visit’ does see top listing provided to the ‘Seattle Southside’ page listings on the ‘Tukwila attractions’. The TripAdvisor listing provides some reasonably insights into Tukwila’s activity options. There is the need to improve search for Tukwila under “family fun”, “Seattle shopping” and other activity related terms.

Maps Major There is the need for increased access to maps beyond Improvements mobile phones. Hard copy paper/brochure maps are needed for distribution and maps integrated into kiosks and displays are needed throughout Southcenter. A map of Tukwila in relation to SeaTac and Seattle is also required. Westfield has apparently stopped printing and supplying maps – instead rely on a download from an available app. Some hotels have resorted to producing and supplying some form of map themselves. Better integration is needed.

Tukwila Brochure Major There is no Tukwila-Southcenter brochure. Westfield Improvement Southcenter does publish a limited content, single page rack brochure titled ‘Seattle’s Best Shopping’.

Seattle Southside Travel Excellent The structure, editorial focus and content of this planner Planner Brochure is well conceived and executed (including the maps). Along with the other three places defining the Seattle Southside area, Tukwila is thoughtfully given all the attention and prominence it warrants for its key attractions and services.

Transportation The cost, quality, and ease of access and transport have a strong influence on the selection of destinations.

By Road Freeways Excellent With north/south and east/west freeway access (I-5 and 405), the Mall and Tukwila are easily accessed from many key Northest locations. A real advantage in traffic congested Seattle.

Metro Transit buses Excellent Regular/frequent services running useful and (Rapidride) relevant local routes. Covering most attractions.

By Rail Amtrak - Sounder Excellent Regular/frequent long distance service. commuter rail service

Amtrak – Cascades (from Excellent Regular services. PDX and more)

Southcenter and local Excellent The railway interchange (trains to buses and vice connectivity versa) provides fairly timely, regular services. The many local hotels also provide a good standard of shuttle bus availability to station/SeaTac.

By Air SeaTac International Excellent Good connectivity by light rail from Seattle and links Airport to local/regional transit buses (Rapidride) – many to Southcenter and back. The multiple regional hotels also provide good shuttle bus services to and from SeaTac. Boeing Field/King County Excellent The City of Tukwila also has good proximity and International Airport access to Boeing Field/King County International Airport.

Navigation, Wayfinding and Signage First impressions start at the entrances to the city, and appearances really count when it comes to enticing visitors and the economic well-being they can bring to places. Visitors are attracted to, and spend more time in, places that are attractive, clean, welcoming, and well maintained.

Signage and navigation systems serve vital roles. They inform, guide, and motivate travelers. They are also important in shaping the identity of a place through their style, design, colors, lettering, content and placement. Access to visitor information in the form of brochures, maps and personal advice is critical to visitor satisfaction, extending a visitor’s length of stay in the community and whether or not they return.

Assessment Comments

Main Freeway Signage Adequate WSDOT signs are adequate. Improvements will be identified in a detailed wayfinding assessment.

City Gateways Major Improvement Tukwila and Southcenter gateways do not stand out and do not provide a welcoming sense of “place” for visitors.

Vehicular Directional Major Improvement Directional signs that guide visitors through Southcenter are inadequate and dated.

Pedestrian Directional Major Improvement Integrated pedestrian level signage across the district does not exist and would be beneficial in several areas.

Business Signage Minor Improvement Businesses feel that people can’t find them because of signage restrictions. The team did notice that at times some business signs were hard to see due to their design or size, and others were partially obscured. A coordinated, integrated approach here – where possible would help.

Map Displays/ Kiosks Major Improvement Display map kiosks/ directories featuring all of Southcenter do not exist and would be very useful at key points in the district.

Southside Seattle Visitor Excellent / Minor Excellent tourist information and booking service, Information Center/Desk Improvement with friendly and helpful staffing. It is located near one mall entrance only and without more prominent promotion throughout the mall could easily be missed.

Hotel Guest Information Major Improvement Hotel tourism brochure racks seem to only include Racks material on Renton and Bellevue but nothing on Tukwila, except a Westfield Southcenter, limited content, double-sided page promoting ‘Seattle’s Best Shopping’.

Rail Station Connectivity Minor to Major Southcenter is not quite within walking distance Improvements from the station, but there are frequent bus connections. The addition of an integrated map at the station exit that brings together the various transport options and their relationship to key attractions and facilities would be useful.

Attractions/Activities These are the features and attributes that motivate people to visit a place and in turn encourage them to extend their stay. They may be physical sites, events, and places that people experience.

Assessment Comments

Shopping

Southcenter Shopping Excellent The vast Southcenter Shopping District has well District over 550 brand name stores and presents great diversity and choice in retail venues. It is relatively compact and offers the type of ‘one stop’ shopping that is unique in WA.

Southcenter has the largest concentration of value-oriented shopping and dining in the Seattle Metro. Comparatively, costs for leasing spaces are good however business fees with the city are considered high, leading to comments that businesses don’t want to contribute additional funding to support city-wide efforts to market or support infrastructure.

Westfield Southcenter Mall Excellent The Westfield Southcenter mall is the largest indoor shopping center in the Pacific Northwest. Families are a primary target. Strength of the mall is that many facilities remain open late as well as the variety of food and dining outlets throughout. Westfield mall is frequently reviewed favorably in social media and on review sites like Yelp.

Cultural Attractions

The Museum of Flight Excellent Largest private air and space museum in the world. Quickly accessed by freeway and main roads and definitely located within the Tukwila city boundaries. Incredible array of exhibits and heritage planes and café, museum store. Conveys

at all times a sense of an extremely well managed and well-conceived/curated attraction. Also has a high brand awareness of its own, which Tukwila can lay claim to, as part of its wider profile. Good parking availability. And well signed upon arrival.

Community-based Market Minor to Major Web searches indicate no Tukwila community Improvement market, farmers market or craft market. Local residents interviewed were also unaware of any, even though adjacent cities (like Renton) do possess some. Although not a community market, the Westfield Mall’s Seafood City Marketplace - though basically a supermarket - certainly generates a lot of atmosphere around its live and other seafood stands and food market. Possesses great appeal for Asian visitors.

Public Event Venues Minor to Major The Mall at present functions as a public gathering Improvement and event area for Tukwila - given no other central public area has been created to serve such a purpose for events, entertainment and more. The City’s Tukwila Village development appears to be intended to help fill this gap.

Festivals and Events Major Improvement An online search reveals very few significant events. Judging from the popularity of ‘Touch a Truck’, the city could more actively promote and continue to develop the calendar of events – providing organizers, volunteers and funding can be secured. Consideration should be given to events that focus on the city’s ethnic diversity.

Racial and Ethnic Diversity Major Improvement This is a minority/majority city with representation of cultures from around the world. This diversity

should be considered an asset and help the image of Tukwila. Conduct a cultural audit with the view to ascertaining the arts and culture assets advantages, and opportunities that exist in the community and how these can be mobilized as strengths for tourism, economic and community development.

Arts Major Improvements During interviews, participants expressed the need for more opportunities enabling the community’s artists to exhibit their skills and products. It was suggested that Tukwila may present opportunities as an artist colony and incubators given high rent

for artists in Seattle.

Indoor Recreation iFLY Indoor Skydiving Excellent A unique and exhilarating activity within Seattle metro area and WA State. Excellent experience with many satisfied customers present. Center’s source markets include Canadians and Seattle metro area.

GolfTek Southcenter Excellent Indoor golf training and coaching/instruction facility using computerized aids. Equipment supplied. Walk-ins and bookings possible. Attracting business clientele and visitors. Very helpful, friendly, welcoming and knowledgeable staff.

Acme Bowl Excellent Bowling center with licensed bar and restaurant. Pool tables too. Near indoor skydiving facility and relatively easy walk from Mall. Encourages event hire as well.

Round 1 @ Westfield Excellent One of two bowling venues, closely located to Southcenter each other in Southcenter. This one being more young adult and child focused. Major facility with huge and in-demand arcade style games. Good opening hours. We heard that the venue may be a focus for some late night minor crime and safety issues involving youth from outside of the city.

Family Entertainment

Family Fun Center (& Excellent Located in close proximity to Southcenter, but Bullwinkle’s Restaurant) best accessed by car. Large center with broad range of appealing indoor and outdoor activities, such as slingshot, bumper boats, go karts, mini golf, laser tag, arcade games, etc. Good parking and access. However, could be more prominently signed. Some mixed online reviews concerning available games and restaurant opening days, but overall very favorable. Good operating hours.

Outdoor Recreation

Starfire Sports Excellent Major public access, indoor and outdoor soccer facility with gym, pizza outlet, café and more. Regular youth and adult soccer programs. Training home to the Seattle Sounders FC. Very close by car to Southcenter, but very poorly signed (even the arrival entry sign is hard to read). Reasonable good

and accessible hours of operation. Also an immediate access point to the trail running alongside the adjacent Green River. Picnic facilities and play areas available.

Fort Dent Park Minor Improvement Fort Dent (but not Starfire) is signed with brown tourist attraction signs, but to a visitor this would mean nothing without the addition of at least the word ‘Park’, and possibly the words Starfire Sports as well.

Southcenter Parks Major Improvement No significant green area exists in Southcenter. Increased park space, may result in less car parking spaces. Consider pocket parks and redevelopment of The Pond.

Other City Parks Adequate A range of other well maintained parks (big and small) operated by the City are spread across Tukwila and these provide a good range of civic amenities and recreational options.

Foster Golf Links Excellent A highly rated public facility established and run by the City with an excellent restaurant, store and a very attractive natural location and fairways. Good parking. Excellent operating hours for the dining/drinking venues. High quality design with harmonious signage, but these could be more prominent. Not immediately close or adjacent to Southcenter, but with a good map, logically navigated to and found from the mall by car. Given the levels of business visitors to Tukwila, presumably a good recreational option.

Trails/bikeways – Green Minor Improvement The trail with the closest connectivity to River Trail Southcenter and the mall area. It connects further north to Foster Golf Links. Tree lined, the trail passes by some riverside ‘industrial’ sites as well as broader green areas like those surrounding the Starfire site. Security and safety concerns could arise. Many signs prominently advise to safeguard possessions. One local resident advised they did not use the trail because of its serial killer history and associations.

Entertainment

Cinemas (AMC & Regal) Excellent The Mall provides the leading, popular facility of this kind. Complemented by an additional rival complex to the south in Southcenter. Each

presumably draws a wider than Tukwila-only audience.

Tukwila Community Center Excellent The award-winning Tukwila Community Center provides diverse amenities. Easy freeway access, plenty of free on-site parking, and a convenient location, just a short drive by car from Southcenter. Kids activities facilitated (including spray zone and skateboard ramps). Overall, not a guaranteed ‘arrive at any time’ experience for a visitor. More a community opportunity. The planned Tukwila Village development should further enhance the provision of community based services and gathering places. The Tukwila Pool is an added recreational option.

Casinos Minor to Major The three casino sites are a short drive from Improvement Southcenter. However their seemingly tired, external appearance and range of available services do not position them as tourism draws. Heritage

Historic sites Minor Improvements The Tukwila Historical Society website doesn’t specify exactly what visitor experiences they offer, and of interest. Their brown ‘tourism attraction’ sign, ambiguously appears to be pointing away from their direction. The city on its website also provides a menu option on heritage features, but it constitutes mainly mounted heritage signs and few others involving truly enticing visitor experiences.

Placemaking Placemaking describes the practice of creating, administering and managing the public environment so that it provides attractive and rewarding experiences for residents and visitors. The provision of attractive, vibrant, and safe locations offers a distinctive sense of place to complement the brand strengths and main attractors of the city. Where attention has been paid to the aesthetics of a place, including preserving or enhancing its natural qualities and environments, it gains the reputation as a “special place” or a “fun place to hangout”, and this goes a long way toward supporting the brand.

Assessment Comments

Architecture Adequate Southcenter is dominated by big box, mall, and other disparate stand-alone buildings. The area conveys an industrial image, both from the I-5 and

when driving around.

Street Vibrancy Major Improvement The addition of flowers baskets, shade and screen trees, landscaped medians, street furniture, etc. will ‘soften’ the appearance and add to vibrancy and a welcoming sense of place.

Sidewalks Adequate Sidewalks seem to be in good condition.

Street Banners Major Improvement Colorful, seasonal branded street banners would provide an opportunity to express the new brand visually, and provide a livelier atmosphere. It can also aid promotion of events and programs.

Public Art Major Improvement Public art (including larger scale imaginative sculptures) adds to the ambiance of a place. Little, if any, public art exists in Tukwila.

Gathering Places Major Improvement Outside of malls there are very few public gathering areas. A central location for community and public events, such as a small well-landscaped amphitheater is worth considering.

Pedestrian-friendly Streets Major Improvement The team received consistent feedback that there is the need for at least one street dedicated to forming a pedestrian precinct to provide outdoor dining, bars, entertainment, events, playgrounds and a central gathering place. It should be designed in such a way to provide a “go to” night experience for regional residents and visitors.

Street Lighting Major Improvement At night some streets, car parks and areas are not well illuminated. In fact, some are dark and given the crime perceptions may feed into a stereotype of the city. An increase of residential living in Southcenter goes hand-in-hand with developing a colorful pedestrian-friendly environment, including bridges, green spaces, playground and public art.

Visitor Amenities and Services

Assessment Comments Public restrooms Adequate Public restrooms are available in Malls and other businesses.

Parking Adequate Substantial parking are available adjacent to all shopping venues and facilities throughout Southcenter. Undoubtedly pressured at peak

times, but good capacity all the same. Better landscaping needed.

Wi-Fi Access Needs improvement Available only at selected lodging, dining and retail outlets.

Local Transport Major Improvement This is not a pedestrian-friendly city, nor are there specialist shuttles (e.g. free hop-on, hop-off) or similar services within the Shopping District that could facilitate travel between shopping and attractions, reduce traffic and potentially help extend day visits.

Lodging, Restaurants and Hospitality

Assessment Comments Hotels & Lodging Adequate An excellent range of lodging options is available within Tukwila. A variety of standards, however most are designed to cater to business market. Many offering shuttle bus services.

Corner Bakery Café Assessment: Good A chain operated outlet, freshly prepared food that many visitors are increasingly looking for. Not quite as atmospheric as the boutique cafes found in Seattle areas.

Seattle Chocolates & Assessment: Good This great value, regularly available tour possesses Seattle Chocolates real visitor potential. The standard of not only the Indulgence Tour chocolates sampled, but also the center’s facilities and overall presentation and learning experience is excellent.

‘Lupine Walk’ @ The Mall Minor Improvements This dining precinct features high quality, chain- based dining and drinking venues. It is a popular destination for business, local and other visitors. Excellent happy hours, well-trained, friendly and good customer service. The outlook however is somewhat of a ‘sea of cars’ in the parking lot. Some sidewalk features like bench seating, sidewalk banners, lighting poles, warming fires, large scale urn plantings, enhance the area. But more use of vegetation to minimize the visual impacts of the parking lot and enhance this valuable walk area.

Odin Brewing Co Excellent The only full function brewpub in Tukwila with beers brewed onsite. House smoked and homemade foods available. Not quite as

atmospheric inside as many of the competitor brewpubs found throughout the Northwest.

Independent Restaurants Major Improvement Local, independent and ethnic dining options are limited. Dining options are mainly chain focused and do not reflect the ethnic diversity of the city and the many enticing cuisines they could present.

2. Stakeholder Interviews

Face-to-face interviews were conducted with forty individuals. These comprised people with an interest within Tukwila or were located outside of the city and could provide an objective and specific perspective on Tukwila’s competitive identity and image. Participants

Kemper Freeman Bellevue Collection Aaron Boothe California Pizza Kitchen Susie Detmer CBRE Mike Villa City of Tukwila, Chief of Police Dennis Robertson City of Tukwila, Council President Joe Duffie City of Tukwila, Councilmember Tom McLeod City of Tukwila, Councilmember Verna Seal City of Tukwila, Councilmember Kathy Hougardy City of Tukwila, Councilmember De’Sean Quinn City of Tukwila, Councilmember Kate Kruller City of Tukwila, Councilmember Jim Haggerton City of Tukwila, Former Mayor Allan Ekberg City of Tukwila, Mayor Tommy Leoung Commercial property owner Owen Leinbach Courtyard by Marriott Jim Davis Doubletree Southcenter Steve Mullet Former Mayor, City of Tukwila J. Paul Blake Former resident Nicole Grubbs Former Westfield marketing director Jamie Randall Home2Suites Miesa Berry Homewood Suites Darren Dos Santos i-Fly Ashely Messmer Museum of Flight Rick Still Parks & Recreation, City of Tukwila Steve Annette Pizza Studio Vanessa Zapitial Resident Joan Hernandez Resident Louise Strander Resident Jenifer Castilo Resident & freelance writer Mikel Hansen Sabey Corp Jean Thompson Seattle Chocolates Maya Mendoza Seattle Sounders Andrea Reay Seattle Southcenter Chamber Ashley Comar SSRTA

Katherine Kertman SSRTA Ben Oliver Starfire Sports Carlos Morrow Target Pat Brodin Tukwila Historical Society Charles Perry UPS Omar Lee Washington Place Becky Smith Westfield

1. What do you consider to be Tukwila-Southcenter’s greatest STRENGTH as a place to visit? Shopping variety / The Mall (15) Everything is here/something for everyone / Lots to do /Something for the entire family/attractive to families (10) Accessibility (7) Convenient (6) Centrally located (5) Restaurants/options for dining (4) The Mall (4) Diverse / multi-cultural community (3) Starfire/Sounders (3) Lots to do (2) Light rail / Transit (2) Close to airport (2) Affordable Clean and orderly Easiest city to get in and out of near Seattle Easy to get around Fun for 1-2 days Going to mall is like an event Golf course I-5/405 corridor Lots of places to stay More things to do in close proximity Museum of flight One of largest sources of value-oriented retail Opportunity to get everything done in one trip Parking – no worries and free Retail corridor Southcenter: 4th largest retail center in the state Strong daytime population for retail, restaurants

2. What do you consider to be Tukwila-Southcenter’s greatest STRENGTH as a place to live? Centrally located / Location at I-5, 405 junction / Close to Seattle (9) Affordable (4) Effective city government / Police / Schools (4)

Convenient (3) Friendly (2) Small town feel with large town amenities (2) Cultural diversity (2) Accessibility Building of Washington Place positive for the area. Connectivity Diversity and ethnic cultures Light rail Proximity to airport Raise kids, good schools Sense of community Shopping Transport modes

3. What do you consider to be Tukwila-Southcenter’s greatest WEAKNESS as a place to visit? Perception of crime / crime (15) Lack of public transport (4) Lack of awareness or identity (3) No downtown (3) Traffic (3) Driving from Seattle (2) Doesn’t feel residential (2) Big box stores and chains (2) Car-oriented (2) Hard to navigate business to business (2) Tukwila pond in the middle of 5 hotels, no green space, no parking (2) Getting in and out on all roads at peak times (2) Walkability / No outdoor pedestrian walking areas (2) Doesn’t feel homey or inviting Few authentic local, independent restaurants Green River killer/dangerous Industrial part of city is off-putting Lack of entertainment Lights should be coordinated Looks unkempt, unclean Mall and Southcenter is too spread out Needs a residential core (3) No excitement No major attractions, except shopping No natural beauty attraction Not enough hotels Not tourist-friendly Nothing but commercial stores People have to dig deeper to find true gems Perception far away from Seattle & Eastside

Run-down residential attracts crime Shop or see a movie and go home Southcenter stigma – surrounded by middle class neighborhoods Streets roll up after dinner Transient Visually unappealing freeway access areas with trash, litter, overgrown shrubbery

4. Why do they think people visit Tukwila-Southcenter to visit? Why do they choose Tukwila- Southcenter?? Shopping – variety, scale / The Mall / Affordable variety of shopping (16) Accessible (5) Airport accessibility (4) Dining / Quality shopping and dining (3) Free parking (2) Good ½ way point for people to meet (2) More options (2) Retail: something for every member of family (2) Starfire (2) Airport layovers Business travel Casinos Closest city with most amenities to airport Convenient to/from work Destination restaurants Gambling/casinos I-Fly Meeting place Middle class needs satisfied Number of hotels Proximity of shopping and freeway access Sounders natural stop on way to airport

5. What do think the current Tukwila-Southcenter brand is? Why? Shopping and dining / The Mall / Variety of retailers (11) Convenience and ease: everything is easy to get in and out of / I-5 and 405 and close to airport / The transport hub (8) Everything is here (4) Affordable dining, shopping and activities (3) Diverse community (2) Highest crime per capita (2) Industrial/commercial (2) Perception of crime (2) Stressful, busy (2) Approachable manufacturing area Cater to the middle-class

Easy to get to Family-friendly community in Puget Sound Go for a day to go shopping It’s a meeting place Lots of choices Lower-income No brand Old-school and dated. Not inspirational One of the most accessible and easy areas to shop Small community with amazing amenities Suburban over urban – no downtown Transient Tukwila is warm and cozy – you don’t have to go downtown Seattle Value-driven, affordable, mid-range What’s Tukwila – strengths are not promoted Working-class

6. What is the ONE thing that is so much a part of Tukwila-Southcenter that if it disappeared, the place would no longer be the same? The mall / shopping (21) Accessibility to nature History associated with the name of Tukwila Prospect of losing major retailers Revenue brought in by the shopping The central business district The sense of community Zoned residential neighborhoods

7. What is really distinctive (or unique) about Tukwila-Southcenter and helps it stand apart from other communities in Seattle Metro. Please complete this statement. “Only in Tukwila- Southcenter can you or will you find ______?” Retail mix / one-stop shopping / largest Mall in the state(5) Variety of restaurants and shopping (4) An entertainment district with so many family and kids activities (4) There’s more to do here: dinner, shopping, family activities (3) A diverse community (2) A professional sports team woven into the community Accessible An enormous amount of jobs Boutique customized food and beverage manufacturers e.g. coffee, chocolates Easy access to freeways Everything with exception of groceries Family-friendly fun For size of town, no community offers as much Great spaces/trails/parks

Harmonious multi-cultural community iFly Kitschy things to do Live, work and play in one area Market niche for chain restaurants Mix of freeways and highways connecting here More furniture stores than anywhere else in WA Museum of flight No identity Places to eat Proximity to airport, hotels, restaurants, shopping Shop with people speaking 80 languages True ethnicity and diversity through Seafood City Where space meets city

8. In addition to shopping, does Tukwila-Southcenter have attributes that you consider could be developed as potential visitor attractions? Green River trail/inter-urban trail (7) Tukwila pond (5) Sports facilities i.e. Starfire (4) Golf course (3) More entertainment (2) More family-oriented restaurants / restaurants & bars (2) Festivals (2) After dark activities especially in Summer All services you need located in the mall Amphitheatre Arts and cultural offerings Children’s play area in mall Culture Develop river area to add breweries/distilleries Encourage ethnic, independent restaurants e.g. African, Far East Establish an artist colony due to high rental costs in Seattle Events at Starfire and other venues Expand food manufacturing tours (Krusteaz, etc.) Family Fun Center – enlarge amusement park Finish The Boulevade Food trucks that embrace cultural heritage Heritage and Cultural Center Light rail with stops in shopping district, near Museum of Flight Movie theatre Museum of Flight Parks and trails Pedestrian area with concerts, dining, drink and entertainment Restaurants/bars River developments

Shuttle bus in shopping district Signage Specialty wine and beer venue featuring WA beverages Tukwila community center

9. If you could add or change anything to strengthen the attractions or experiences for visitors in Tukwila-Southcenter, what would you add or change? Better public transport to all parts of the city (6) More parking (3) Change perception of crime / Fix crime / Greater security presence / police visibility (7) Pedestrian street for dining, bars and entertainment / develop mainstreet downtown (3) Signage is dated / Signs / Signage to know you’ve entered Tukwila from freeway (3) Festivals (2) Increase/update signage (2) Arena to draw people in / Create a venue for small concerts and events (2) Better information and signage to help navigate the area / Mobile apps, especially for families (2) Ability to park and walk to destinations / Pedestrian access (2) Add a light rail station at the north end Add Great Wheel Awareness of events Better traffic infrastructure Develop beer/wine scene: brewery tour, tasting rooms Emphasis on cultural diversity Farmers Market Golf course driving range Make it easier to find accessible parks More city events to bring families in / More family-friendly activities, such as the addition of Laser Tag. More nightlife More visible police resource center at mall Move beyond blue collar image On/off ramp into the heart of the city Open the mall to make it lifestyle-oriented Partner with outside organizations to bring cultural opportunities/festivals here Small pocket parks with playgrounds and places to sit outdoors to eat/picnic Soften the industrial feel with more natural buffers and more trees + banners, flowers Street ‘color’ with banners, flower baskets and trees Town center Washington Sports Hall of Fame

10. What actions do you consider may encourage day visitors to stay longer and explore more of the city? Brochures and maps / information / better online presence / Better SEO, website and social media (8) Better system of transportation / shuttle (4) Better signage (3) Build awareness of what is here (3)

More family-oriented activities (2) More hotel rooms (2) Clean up waterway as tourist attraction – paddle boating, farmer’s market, street fair, food trucks, put-in places for canoes etc. (2) Public transport (2) A more attractive sense of place / Spruce up city: dull, unattractive, bland colors, not vibrant Better dining Build night business and activities Bundle packages Create a scene for different times of day Day care model: drop and shop Decorate/market for seasons Develop multi-day itineraries for visitors Encourage SeaTac long stayovers to visit Tukwila Events Flowers in city baskets Free shuttle in shopping district Furniture Capital of WA Host an international festival to celebrate diversity i-Fly in morning, got to mall, fly in after Market retailers together – furniture stores, home stores Mix of residential/hotel in the heart of city More attractions More community involvement More entertainment options More marketing with the mall Museums Need to vision Southcenter without cars Pedestrian bridges Point-to-point shuttle services Promote the Sounders Summer events Touchpoints at hotels/restaurants – front-line advocates for the area Tours of food manufacturers Use warehouses to host music at night Utilize unused railroad tracks for dinner train Walk and roll plan

11. What is the most commonly held misperception or negative comment that you have heard people from outside of the area say about Tukwila-Southcenter. How do you feel about this? Crime perception / not safe / Crime at the mall not being committed by residents (15) Far away (3) People don’t know where Tukwila is (3) Christmas traffic is horrendous It’s not a walking community Middle-class place i.e. down-market

Not progressive – they’re wrong

12. What is the ONE thing about Tukwila-Southcenter that you consider has the greatest influence on the perceptions of the greatest number of Seattle Metro residents? Is this a positive or negative influence? Crime (2) Media in Seattle No downtown feeling Once south of Seattle, all communities blend together until you get to Tacoma People don’t realize we have residential communities Southcenter shopping

13. Is there an existing event, attribute or attraction in Tukwila-Southcenter that you would like to see further developed to attract more visitors to the city? “Touch a Truck” (2) Starfire/Sounders and their connection to the community / Sounders and ability to claim “Home of the Sounders” (2) Event to celebrate the World. Local residents speak 80 languages. Expand golf course Nothing much happening Re-establish Salmon Days Starfire for big festivals

14. What does Tukwila-Southcenter add to the attractiveness of Seattle Metro? Crossroads of I-5 and 405 / Great location – freeways and light rail (4) Convenience (2) Affordability (2) Adds a balance of affordable real estate and a place for business expansion Diversity of activities Ethnic diversity Everything is here Family location Feels practical Largest group of hotels outside of Seattle Largest retail options in the Pacific Northwest Less expensive hotel rooms Light rail – no car needed Parking is easy and free Shopping Starfire

15. How would you strengthen how Tukwila-Southcenter presents itself to outsiders? Signage (4) Mark boundaries to city through better gateways (2) Banners and flags on International Bvd / Seasonal banner program (2)

Address perceptions of crime Amphitheatre City should lead in promoting the city to outsiders Develop places along the river Emphasize great family destination (although just 1/3 of Seattle residents have kids) Encourage entertainment businesses to combine and market externally Expand perceptions beyond the Mall Improve the sense of safety by having “Ambassadors” walking areas of perceived crime problems Improved availability of up to date information and maps It looks tired More attractive gateways to the city Need to be a cohesive unit in promoting the area. For business owners group to promote the area. Offer more Play up on diversity, translated materials for tourists Pride in the city. Need to foster unity. Retail is plain

16. If you hear a complaint or negative comment from people visiting Tukwila-Southcenter or Southcenter, what is it most likely to be about? Crime perception / security (4) Congestion and traffic (2) Car break-ins Freeway traffic Getting around Not enough high end shops e.g. Bloomingdales, Neiman Marcus Unkept and untidy with trash on sidewalk in some areas

17. What is the one influence that you consider has the greatest impact on the perceptions of Tukwila-Southcenter among the greatest number of Seattle Metro residents?? Dated and inaccurate image depicted by regional and State media Seattle media is a negative influence Shopping center Sounders have a very positive impact

18. In your opinion, are there attitudes, systems, regulations, laws or particular challenges that are limiting Tukwila-Southcenter’s tourism performance? Update/better signage (4) Faster permit process (2) Willingness of city to work with SSRTA. Focused on city, not region which benefits all. (2) Better lighting at night Bus terminals near mall bring in crime Business signage bureaucracy Cannabis shops not allowed City staff is risk averse Confusing mix of location signage: Tukwila, Southcenter

Curb appeal for businesses Dark parking lot and lighting at night Faster law enforcement response Get Westfield more involved in community Inclined toward spot development vs. overall vision Lack of a destination marketing plan More embracing of diversity/cultures More residential tax incentives to support infrastructure and build downtown No directional signage No one knows where light rail station is: out of the way Perception that I-5 divides the haves from the have-nots Smoke-friendly places

19. What do you consider to be the greatest challenge to success in this project to brand Tukwila- Southcenter? How can we overcome it? Business support (3) Crime / City needs to educate visitors that it’s safe here (7) Need more good press – good stories exposed – to alter perception (3) Doing the same thing for so long, people are too conservative to change. Old-school thinking. (2) Being more coherent as a place to visit Capitalize on the Seattle Southside brand. Finding the money to execute the brand-building Gaining concensus on what makes us unique Get out of the shopping-only stigma Naming of Southcenter as Downtown Need greater collaboration to get onboard to increase the amount of publicity Primary players have allegiance to themselves and Head Office, not their neighbors Promote your strengths/achievements and attack your weaknesses. Touch a Truck example Utilize social media, blogs to get Tukwila in on the conversation

20. What are your target audiences? (Note: For Southcenter, Air Museum etc) Starfire Sports: Daytime visitors: Anyone who plays soccer or is a fan/family member. People within a 30 minute radius. Weekend during team play: Parents/grandparents who travel with teams. BC, Alberta, Utah, Oregon. Park district: local community first. Surrounding area: Burien, Seatac, Kent, Renton, S. Seattle I-Fly: Visitors within 15-mile radius: burien, Mercer Island, Renton, Kirkland, Auburn Museum of Flight: #2 tourist attraction in Seattle. International visitors. Seattle Chocolate: Airport visitors and employees Mall: 10-mile radius (W. Seattle, Renton, Newcastle, south to Tacoma, Federal Way). Weekday audiences: daytime workers, young families (moms with strollers). Weekend: parents, family- oriented. Ethnically diverse. Value-oriented shoppers. Media rep: Families a huge market for Tukwila especially young families with children

Multi-generational 20-30 with kids, from within 20 miles Shopping: Ten mile radius; typical customer young family, meet for social environment Canadian shoppers – women Family reunions

21. Name choice discussion Tukwila: People don’t know name (4) Locals call it Southcenter (3) Means the mall (2) Capitalize on proximity to Seattle Crime Everything south of Seattle and north of Tacoma is south Seattle – people don’t distinguish communities Further away you go, people say South Seattle History Lots of crime associated with Tukwila and Southcenter Negative image People don’t recognize Tukwila Positive image Seattle Southside: People think of Southcenter mall before they think of Tukwila Southcenter is where everything is happening and it’s in Tukwila Southcenter: People associate it as an area Southcenter-Tukwila: That’s what everyone knows it as Tukwila-Southcenter: People who work in mall don’t know they’re in Tukwila

22. How does history tie-in to today? Chief Seattle and battle at Fort Dent Green River. Transportation corridor for the Indians. Riverboat landings. Canoeing. Salmon runs.

3. Focus Group Meetings

Focus groups were conducted in Tukwila on January 11 and 12. Participants: Aaron Boothe California Pizza Kitchen Susie Detmer CBRE Tommy Leong Commercial property owner Miesa Berry Homewood Suites Darren Dos Santos i-Fly Dan Matthews Kidder Matthews Wes Peterson Odin Brewery Sharon Mann Real Estate Agent Louise Strander Resident Randy Coplen Retired businessman Alesha Shemwall Rouse Properties Katherine Kertzman SSRTA Ashley Comar SSRTA Chanie Sandman Starfire Sports Charles Perry UPS store Christine Lee Washington Place

Q1. A. What do you consider to be Tukwila-Southcenter’s greatest STRENGTH as a place to visit? 5 million square feet shopping through whole district City council pro development, incentives Cost-effective Crossroads of commerce Destination shopping: Macy’s etc. Easy to find Entertainment for young families Free parking Furniture Location/crossroads (2) Lots of available property for development (500 acres) Places to eat / food choices (2) Public transportation: Rapid Ride, Light Rail, Bus Southcenter mall Starfire Transportation: train, bus/bridge in Tukwila

Q1 B. What about strengths for attracting day visitors? Corporate events for team building Dining Entertainment all ages Family Fun Golf course Imax Laser Tag Lunch and business workers Round One Sounders Starfire Variety

Q1. C. Which do you consider is the most potent? Easy to get to anything Corridor I-5 location Retail Entertainment Car friendly

Q2. What do you consider to be Tukwila-Southcenter’s greatest WEAKNESS from a visitor’s perspective? Perceived unsafe image Mixed name messages Traffic certain times: rush, Saturday, back to school, holidays Transportation within shopping district Not walkable Signage: commercial regulations too tight. Needs revision Convention center Concert venue Lack of awareness Perceptions: diversity, largest capacity to grow, narrow view of city Negative publicity re: image Needs to work on image that it’s safe Little green space: pond needs beautification and better link to streets No main street Walkability: connection with traffic No sense of community No major festival to bring all together Traffic: busy, circulation

Q3. What are day visitors looking for when they come to visit Tukwila-Southcenter i.e. what is motivating them? Shopping and eating Soccer Golfing SeaTac stopovers Comfortable Shopping Soccer tournaments – kids to adults Convenient to SeaTac

Q4. What is really distinctive (or unique) about Tukwila-Southcenter as a visitor destination and helps it stand apart from other choices within Seattle Metro. Please complete this statement. Affordability and familiarity with brands here Diverse pop. Free parking IFly Lot to do in concentrated area Most affordable home furnishings Most affordable retail and choices Most amenities near SeaTAc Small town atmosphere large shopping opportunities Variety of what can do in one place: food, entertainment, shopping

Q5. What does Tukwila-Southcenter add to the attractiveness of Seattle Metro? Anchors south King County – I-5 Central Each access to Seattle and vice versa

Q7. In five years, what is it about Tukwila-Southcenter that you would most like to speak about with greatest pride? Addition of residential in shopping district – pedestrians Walkability Extension of Strander Blvd. Connectivity with SeaTac Diversity of things to do More mixed housing More high tech organizations move in Hotels and condos More affordable housing for workers in the city More residential in core for day/night business

Q8. What is the most commonly held misperception or negative comment that you have heard people outside of the area say about Tukwila-Southcenter? Crime Crime, shootings at mall Dangerous Far away from heart of city Hwy 00 problems linger long: rename TIB “the boulevard Nobody lives in Tukwila Think maybe across road from SeaTac = noise

Q9. If you hear of a complaint or negative comment from visitors to Tukwila-Southcenter, what is it most likely to be about? Lack of unity Safety concerns So divided/infighting Us vs. them We haven’t become proactive together

Q10. If ‘hope’ is the emotional benefit or reward for Revlon customers, what is the emotional benefit, personal reward or feeling that you want day visitors to get from Tukwila-Southcenter? Buy things Choices = happy = less stress Escape from stresses/problems Feel good Fulfilling a need Fun for families Good value = “smart” shoppers Happy experience Many choices=save time=family Satisfaction Save time = accomplishment Status

Q11. If you could add or change anything to strengthen the attractions and experiences for visitors in Tukwila-Southcenter, what would you add or change? Develop pond Ethnicity: more food opportunities, festivals, art Gateway to state: center for experiences/festivals More greenspace/walkability Unique opportunities: new options coming in that ren’t chains

Q14. In your opinion, are there attitudes, systems, regulations, laws or particular challenges that are limiting Tukwila-Southcenter’s tourism performance? Regionally lots of little organizations: partner together Broaden exposure or culture Dated signage; should be digitized Antiquated bylaws: brewery, distillery Planning department piece of crap Fly tunnel is the only one of its kind with entertainment tax Light rail doesn’t come here

Q15. If you could add anything to strengthen Tukwila-Southcenter’s tourism marketing or how the place presents itself to outsiders, what would you add or change? Advertise: digital Build awareness Cross-market for visitors Don’t see a lot of Tukwila marketing Event place development facility Get the word out: mall programs Hire marketing director at city level Visitor discounts

Q16. What do you consider is the most appropriate tourism destination name for the area? Southcenter (3) Tukwila-Southcenter (3) Southcenter-Tukwila (2) Seattle Southside (3) Tukwila (2)

4. Brand Advisory Committee Meeting January 12, 2017

Participants: Todd Pietzsch BECU Laurel Humphrey City of Tukwila Brandon Miles City of Tukwila Derek Speck City of Tukwila Owen Leinbach Courtyard by Marriott, Lodging Tax Advisory Committee Member Ashley Messmer Museum of Flight, Lodging Tax Advisory Committee Member Dan Lee Odin Brewery, Lodging Tax Advisory Committee Member Alesha Shemwall Rouse Properties Mikel Hansen Sabey, Inc Stacy Slade Seattle Sounders FC Andrea Reay Seattle Southside Chamber of Commerce Ben Oliver Starfire Sports Complex Vanessa Zaputil Tukwila resident, Board President, Tukwila Metropolitan Pool District Omar Lee Washington Place David Krueger Wig Properties

Q1. What would you like to see come from this project? Getting key stakeholders in community to start talking a common language. To surface some of the concerns/challenges so we can own it and move forward. Roping Tukwila into one unified aspect. Including attractions and shopping facilities that are not the mall. How to communicate things that people don’t know. Better communication outside this area of what we have to offer. Come out with a single vision. Southcenter and Tukwila are completely linked. Find out how to embrace that. Capture the shoppers and residents to spend more time here. Focus and find that one thing that can lift the whole boat. Find a way to realize that the whole is better than the sum of the parts. Be a place with improved image.

Q2: A. What do you consider to be Tukwila-Southcenter’s greatest STRENGTH as a place to visit? Proximity: – Don’t have to drive bar between areas – Compact – I-5 – SeaTac – Lightrail

Location / Access: – Easy to get to Access

Convenience: – Free parking Variety/diversity: – All pricepoints – Different “flavors” – Nordstrom to small – Food options: chains (national brands, destination), individual Entertainment

Affordability: – Living, do stuff Natural environment: river, pond, lad, trails

Shopping/mall

Hub: shop, food, entertainment, freeways

Q3. What do you consider to be Tukwila-Southcenter’s greatest WEAKNESS from a visitor’s perspective? Walkability: need cars, long blocks Crime/safety concern/perception Nobody visits “Tukwila” – they are going to IFly etc. Lack of aware of what Tukwila has

Q4. Why do day visitors choose to visit Tukwila-Southside over other choices in Seattle Metro? Indoor mall Conventient: from the south, free parking Proximity Unique shopping opportunities Unique family fun entertainment Affordability Amount of time you can do it Things that are only here: Starfire

Q5. What is really distinctive (or unique) about Tukwila-Southcenter as a visitor destination and helps it stand apart from other choices within Seattle Metro. Please complete this statement. “Only in Tukwila-Southcenter can you do this ….. or will you find …..…….. or will you feel … this?”

Wide variety shops I Fly, Starfire Welcome to kids better than SEA downtown Kid-friendly: clothes, etc. Satisfy better here Get everything except groceries ID with working class; people feel like they belong Sense of belonging More furniture stores than in WA.

Q6. What is the most commonly held misperception or negative comment that you have heard people outside of the area say about Tukwila-Southcenter? Known for blue collar/working class Some think ethnic diversity is negative Crime/safety Far away Attributing Tukwila assets to Renton Negative media attention for Tukwila

Q7. Why do visitors prefer Tukwila-Southcenter? What is important? Convenience. Time is important. Gives you more ability to do priority things. Gives permission to relieve mom guilt. Affordability. Meet those needs. Things go further here. Proximity. The less you spend of time and money on the things you have to do, the more you have to do the things you want to do.

Q8. If you could add or change anything to strengthen the attractions and experiences for visitors in Tukwila-Southcenter, what would you add or change? Family value. Diversify retail with unique offerings.

Q9. How would you describe Tukwila-Southcenter’s sense of place (or ambience)? Stale. Busy, buzzing. Industrial Lack of connectivity with parking

Q10. During our interviews and workshops, arts and culture have rarely been mentioned. Is there a reason for that? Typically it comes from the community and people live here. Fewer residents equates to less opportunity. Physical separation between the community and the South Central area. Transient population. Long-term residents lead to arts and culture. Culture of creating things.

Q11. Can the city’s multi culturalism be developed as an attractor for Tukwila-Southcenter? It’s hard to do. It takes time and commitment. Cultures have to own it.

Q12. What do you consider to be the greatest challenge to success in this project to brand Tukwila-Southcenter? How can we overcome it? Desire to hear the message from outside. Hard to get a collective group to work on this and have ownership. Influence of national chains. All the segments that make up this community to agree.

5. Tukwila Pre-Interview Survey

This brief survey was completed by many interviewees prior to their face-to-face interviews.

1. What one word comes first to mind when you think of each of the following places in WA? Downtown Seattle Vibrant / happening / hip / activity (6) Pikes Place Market (4) Traffic / congestion (4) Lots to do / myriad activities / fun (3) Space Needle (3) Central business district Entertainment Nationally known Parking problems Robust Shopping Sports Touristy Trendy Urban Renton Seahawks (4) Lake / lakeside / waterfront (4) Shopping / The Landing (4) Boeing / industrial (5) Residential (2) Blue collar / working class (2) Close Competitive Family IKEA One-way streets ShoWare center Up and coming Vibrant Walkable Bellevue Shopping / Bellevue Collection / Bellevue Square (8) Posh / Snooty / classy / rich / stuffy (6) Expensive (3) Congested / inaccessible / traffic (3) Microsoft (2) Light Lincoln Square

Rich Spacious Tall city Wants to be Seattle Burien Old Burien / Old town / Walkable downtown (6) Airport (2) Waterfront (2) Violent / crime (2) Business Central Clean Diverse Food, groceries Historic In need & confused Industrial Loud Nail salon Outside Residential Rural Seahurst Park Services Small town Suburban Kirkland Waterfront (5) Microsoft / Costco (2) Uppity / posh (2) Hip / artsy (2) Great place to live / residential (2) Carillion Point (2) Aggressive Expensive Far Fun Google I-90 Inaccessible Marina Residential Sausalito Scenic

Trails Upscale Urban Federal Way Shopping / Commons Shopping Center (4) Community/aquatics center (2) Growing / growing pains (2) Be aware Between Seattle/Tacoma Commons Convenient Disjointed Down-trodden Family housing Highway Industrial Neighborhoods Nothing Opportunity Out of the way Outdated Restaurants Shootings South Sprawl Traffic Unimpressive

2. From a visitor’s perspective, what is the main strength and weakness of these places?

Strengths Weaknesses

Downtown Seattle Lots to do / everything available / Traffic / congestion / access (15) variety (20) Parking (7) Waterfront (3) Expensive / high rents (5) Transit (2) Homeless (3) Dynamic / action (2) Unsafe/crime (3) Public transit (2) Amazon, REI, Expedia Attractions Walkability Beautiful city Crowded Clean Bureaucratic Close to venues Neighborhood-centric/myopic Crowds Trash

High culture Office space

Renton The Landing (5) Traffic (11) Lake Washington / Lakeside (4) Crime / dangerous areas (2) Accessible (4) Everything’s spread out (2) Restaurants and bars (2) No downtown (2) Less expensive real estate (2) Central (2) Chain stores Boeing/Paccar (2) Downtown deterioration Close to everything (2) Industrial Small town feel (2) Limited restaurants Limited shopping Good place to go No access via public transport Industry No light rail Lots to choose from No name recognition McClendons Old Nice town center One-way streets Parking Parking Parks Rundown People live and work there Tough to compete with Seattle, Shopping Bellevue Transient

Bellevue Shopping / Upper end shopping Traffic (12) (13) Expensive (11) Clean (4) Public transit (3) Affluence (3) Congestion (2) Restaurants (2) Quality of life (2) Construction Variety (2) Homogenous High-end homes / rich people (2) Lots of people No small businesses Attractions Not a lot of character Business mix Parking Compact Covered parking Downtown walkability Easy to navigate Exciting Freeway access Modern Office space Parking

Residential Services Very competitive Wide streets

Burien Food (restaurants & grocery) (3) No real draw to the area/identity (5) Central location (3) Nothing to do (5) Easy to get around / easy (3) Crime/perception (3) Small town feel (3) Spread out / fragmented (2) Walkable (2) Lower economy (2) History / historic (2) Limited shopping (2) Close to airport (2) Lack of business Accessible No hotels Farmers Market Off the beaten track Old Burien Old Outside busy core Parking Reasonable housing rates Under-developed Relatively inexpensive Relaxing Waterfront

Kirkland Waterfront (11) Traffic / access (9) Ambiance / beautiful / views / Expensive (7) attractive (4) Parking (5) Restaurants (3) Too far from freeway/amenities(3) Walkable (2) Not much to do (2) Parks/open spaces (2) Modern/trendsetting (2) Available land Distance Big small town flavor Lack of business Downtown No identity Galleries No mall High-end homes Spread out Nice hotels Transit Organized & growing Residential Safe Scenery

Federal Way Less expensive real estate (2) Location – further south (5) Between Tacoma/Seattle (2) Traffic (5) Shopping & services (2) Nothing to do/few choices (4) Inexpensive / cheap (2) Crime (4) Easy to get to / close by (2) Lack of identity / No pzazz (2)

Public parks and waterways (2) Convenient to I-5 (2) Low-end Room for development (2) Poor signage Public transit Aquatic center Not organized Chain stores Not walkable Lots of potential Malls Mall is crowded Parks Mall not satisfying Plenty of parking Transit Up and coming Not desirable Wide range of communities to live Wild waves

3. Which name do you think is most appropriate for the tourism or destination marketing of the area? (Check one name only). Tukwila (3) Southcenter (5) Southcenter–Tukwila (8) Tukwila–Southcenter (5) Seattle Southside (7) 4. Which of the following words best describe Tukwila? (Check only four words) Accessible (19) Comfortable (2) Convenient (19) Cosmopolitan (2) Affordable (11) Fun (2) Welcoming (10) Eclectic (1) Freedom (1) Busy / crowded (10) Authentic (1) Friendly (8) Colorful (1) Cultured (6) Imaginative (1) Diverse (4) Natural (1) Active (4) Quirky (1) Touristy (3) Trendy (1) Vibrant (3) Wholesome (1) Spirited (2) Traditional (2

Puget Sound Residents’ Brand Perceptions of Tukwila & Southcenter Executive Summary

This Brand Perceptions Study was conducted in March 2017 to determine Puget Sound area residents’ perceptions of Tukwila and Southcenter. Respondents (n-1,484) were at least 18 years old and lived in Seattle, Tacoma, Olympia, or elsewhere in the Seattle Metropolitan area.

Overall, many respondents were not familiar with Tukwila and had neither positive nor negative impressions of Tukwila. About one-third knew nothing or “not much” about Tukwila, while only 16% were very familiar with Tukwila. Over half (51%) were somewhat familiar with Tukwila. Among all respondents, the first thing to come to mind about Tukwila were: Southcenter, Southcenter Mall, and being near the airport. Half (50%) had a neutral expectation of visiting Tukwila, while one-third (33%) had a positive expectation.

Impressions of Tukwila were predominantly neutral. However, positive impressions exceeded negative impressions for several areas. About one-third agreed that Tukwila is “tolerant and welcoming” and “friendly” while only a small portion (15% or less) disagreed. Tukwila’s strengths were accessibility (easy to get to and get around), affordability, and offering a good value to visitors.

Respondents were unlikely to recommend Tukwila as a place to live or visit, with more neutral feelings about Tukwila as a place to work. However, neutral opinions were most common, indicating a blank slate for marketing and brand building. They were likely to recommend it as a place to live for racial and ethnic minorities but were unlikely to recommend it for many other groups.

Respondents were asked about Southcenter in general and for leisure. Top-of- mind items for Southcenter were the Southcenter Mall and shopping.

Southcenter was recommended as a place to work and especially as a place to visit, but not as a place to live. More respondents (32%) were very familiar with Southcenter Shopping District than Tukwila.

For leisure, Southcenter was recommended strongly for shopping, dining, and hanging out with friends. It was not positively recommended for nightlife/bars and to enjoy parks, trails, and the outdoors. Attributes that were most strongly associated with Southcenter were (in order): variety of shopping, variety of restaurants, affordable shopping, and high quality/upscale shopping. 63% associated Southcenter with Tukwila.

Southcenter was both popular to visit and resulted in high visitor satisfaction. Over two-thirds (68%) had visited Southcenter for leisure in the last two years, but visits were short. On their last visit, 80% stayed 4 hours or less, while only 4% stayed overnight. This shows a great potential to increase length of visit. About three-fourths (74%) were satisfied with their past year’s visits, and only 4% were dissatisfied.

Comparisons were made between Southcenter and several areas. Southcenter rated much higher than Downtown Seatte for affordable shopping and convenience to visit. Southcenter rated much higher than Downtown Bellevue for affordable shopping, multi-culturalism, and convenience to visit. Compared to Renton, Southcenter rated higher on all five attributes measured.

Those more familiar with Tukwila had much more positive impressions on nearly every survey item. This indicates that the more people know about Tukwila, the more positive their impressions. For example, “Tukwila is a good place for people like me” was agreed to by 50% of respondents familiar with Tukwila, 25% of those “somewhat” familiar and 13% by those not familiar. Those more familiar with Tukwila also had much stronger positive feelings about Southcenter. They were also more likely to recommend Southcenter for shopping, dining, and leisure. However, all groups were very satisfied with their recent Southcenter visit. If familiarity leads to positive feelings, than brand-building activities and positive stories generated from Tukwila and Southcenter are likely to generate positive returns.

Comparing generations, Millennials (born after 1980) generally had more positive impressions of Tukwila than older groups. For example, 39% of Millennials felt that Tukwila is “tolerant and welcoming”, compared with 32% of Generation X and 26% of Boomers. Younger generations were also generally more likely to recommend Tukwila as a place to live for many different populations, as well as more likely to recommend Southcenter for living, working, and leisure.

Comparisons were also made based on residence. Overall, those living in Tacoma or the nearest suburbs have the most positive impressions of Tukwila and were most likely to recommend Southcenter for leisure; however, only 7% of the sample was from the near suburbs. Seattle residents had very positive feelings about items like affordability, but were less likely to recommend as a place to live.

Matthew Stone Bill Baker Global Postmark, LLC Total Destination Marketing [email protected] [email protected]

PUGET SOUND RESIDENTS’ BRAND PERCEPTIONS OF TUKWILA & SOUTHCENTER 2017

1 Contents

Executive Summary 3

Results 7 Competitive Set 34 Based on Familiarity with Tukwila 49 Based on Generations 68 Based on Residence of Respondents 88 Appendix 118

EXECUTIVE SUMMARY

3 Executive Summary

4 Respondents were asked about Southcenter in general and for leisure. Top-of-mind items for Southcenter were the Southcenter Mall and shopping. Southcenter was recommended as a place to work and especially as a place to visit, but not as a place to live. More respondents (32%) were very familiar with Southcenter Shopping District than Tukwila.

Comparisons were made between Southcenter and several areas. Southcenter rated much higher than Downtown Seattle for affordable shopping and convenience to visit. Southcenter rated much higher than Downtown Bellevue for affordable shopping, multi-culturalism, and convenience to visit. Compared to Renton, Southcenter rated higher on all five attributes measured.

5 Those more familiar with Tukwila had much more positive impressions on nearly every survey item. This indicates that the more people know about Tukwila, the more positive their impressions. For example, “Tukwila is a good place for people like me” was agreed to by 50% of respondents familiar with Tukwila, 25% of those “somewhat” familiar and 13% by those not familiar. Those more familiar with Tukwila also had much stronger positive feelings about Southcenter. They were also more likely to recommend Southcenter for shopping, dining, and leisure. However, all groups were very satisfied with their recent Southcenter visit. If familiarity leads to positive feelings, than brand-building activities and positive stories generated from Tukwila and Southcenter are likely to generate positive returns.

RESULTS

7 Study Overview

Purpose To determine Puget Sound area residents’ perceptions of Tukwila and Southcenter

• Surveys Conducted in March 2017 • Respondents lived in the Puget Sound area and were at least 18 years of age • 1,484 responses

8 Familiarity with Tukwila

I do not I am VERY FAMILIAR 16% know much with Tukwila or know nothing I am SOMEWHAT FAMILIAR 51% 33% with Tukwila

9 First Thing that Comes to Mind Tukwila

10 First Thing that Comes to Mind Tukwila Most Common Southcenter Mall Southcenter Airport / Near Airport

Casino Mall Crime Far away Shopping South Suburb/an

Sorted in order of prevalence. Excludes do not know. 11 Familiarity with Southcenter Shopping District I am VERY FAMILIAR I do not with Southcenter 32% know much Shopping District or know nothing I am SOMEWHAT 47% 22% FAMILIAR

12 HAVE A POSITIVE 33% EXPECTATION OF VISITING TUKWILA

HAVE A NEUTRAL 50% EXPECTATION

HAVE A NEGATIVE 13% EXPECTATION

13 First Thing that Comes to Mind Southcenter

14 First Thing that Comes to Mind Southcenter Most Common The Mall / Shopping Mall Shopping

Big/Large Many/Lots of Food/Restaurants Great Stores/Shops Traffic Movie Theater Far/Far Away Huge/Giant Crowded Nordstrom Many specific Busy Big/Large Mall stores/restaurants

Sorted in order of prevalence. Excludes do not know. 15 Expectation of Tukwila Based on what you have heard or experienced, what kind of experience would you expect in visiting Tukwila?

50 Very Negative

Negative 27 Neutral 11 6 Positive 2 Very Positive

16 Impressions of Tukwila Percentage who Agree with Each Statement: “Tukwila Is…”

Tolerant & 12 56 32 Welcoming

Friendly 15 54 32 Disagree A Safe Place to Neutral 21 47 32 Visit Agree

A Good Place for 34 41 25 People Like Me

0 20 40 60 80 100

17 Getting To & Around Tukwila Percentage who Agree with Each Statement

Tukwila is Easy 16 27 57 to Get To

Disagree Neutral It is Easy to Get Agree Around in 19 44 37 Tukwila

0 20 40 60 80 100

18 Affordability of Tukwila Percentage who Agree with Each Statement

Tukwila is 11 51 38 Affordable

Disagree Neutral Tukwila Offers a Agree Good Value for 12 56 32 Visitors

0 20 40 60 80 100

19 Likelihood to Recommend Tukwila Percentage who are Likely to

As a Place to Live 42 43 15

As a Place to 25 45 30 Work Unlikely As a Place to Neutral 28 45 27 Start a Business Likely

As a Place to 33 39 29 Visit

0 20 40 60 80 100 1 to 10 Scale 1-3 Unlikely 4-6 Neutral 7-10 Likely 20 Likelihood to Recommend Tukwila as a Place to Live Percentage who are Likely to Recommend

For Racial & 24 45 31 Ethnic Minorities

For Gay & Unlikely Lesbian 33 48 20 Individuals Neutral Likely

For Seniors 38 45 17

0 20 40 60 80 100 1 to 10 Scale 1-3 Unlikely 4-6 Neutral 7-10 Likely 21 Likelihood to Recommend Tukwila as a Place to Live Percentage who are Likely to Recommend

For Young 34 41 25 Professionals

For Young Adults Unlikely 35 42 23 without Children Neutral Likely For Families with 43 41 15 Young Children

0 20 40 60 80 100 1 to 10 Scale 1-3 Unlikely 4-6 Neutral 7-10 Likely 22 Likelihood to Recommend Southcenter

Percentage who are Likely to Recommend

As a Place to Live 40 39 21

As a Place to Unlikely 23 44 33 Work Neutral Likely As a Place to 21 37 42 Visit

0 20 40 60 80 100 1 to 10 Scale 1-3 Unlikely 4-6 Neutral 7-10 Likely 23 21% A PLACE TO LIVE 15% South- Tukwila center

33% A PLACE TO WORK 30% South- Tukwila center

42% A PLACE TO VISIT 29% South- Tukwila center

Percent Likely to Recommend 24 Likelihood to Recommend Southcenter for Leisure Percentage who are Likely to Recommend as

A Place to Go Shopping 12 26 62

A Place to Go Out to Eat 18 32 50

A Place to Meet Friends 26 35 39 to "Hang Out"

A Place For Couples to 28 38 34 Visit

0 20 40 60 80 100 1 to 10 Scale 1-3 Unlikely 4-6 Neutral 7-10 Likely 25 Likelihood to Recommend Southcenter for Leisure Percentage who are Likely to Recommend as A Place with Family- 24 45 32 Friendly Activities A Place to Escape for a 32 37 31 Day A Place to Families with 29 42 28 Children to Visit A Place to Enjoy Nightlife, 35 42 23 Clubs, Bars, & Pubs A Place to Enjoy Trails, 42 40 17 Parks, & Outdoors 0 20 40 60 80 100 1 to 10 Scale 1-3 Unlikely 4-6 Neutral 7-10 Likely 26 Likelihood to Recommend Southcenter for Leisure Average Likelihood to Recommend Southcenter As A Place…

To Go Shopping 6.9 To Go Out to Eat 6.1 To Meet Friends to "Hang Out" 5.5 For Couples to Visit 5.5 With Family-Friendly Activities 5.3 To Escape for a Day 5.0 For Families with Children to Visit 5.0 To Enjoy Nightlife, Clubs, Bars, & Pubs 4.7 To Enjoy Trails, Parks, & Outdoors 4.2

1 to 10 Scale 27

High Likelihood to Find These Leisure Attributes in Southcenter A Variety of Shopping 64 A Variety of Restaurants 48 Affordable Shopping 43 High Quality, Upscale Shopping 39 High Quality Restaurants 35 Easy & Convenient Parking 35 Unique Local Restaurants 26 Family Friendly Activities 22 Unique, Local Shopping 22 Nightlife, Clubs, Bars 16 Cultural Attractions, Events,… 14 Parks, Trails, Outdoor Activities 12

Percentage Stating a High Likelihood 1 to 10 Scale High Likelihood = 8, 9, or 10 28 ASSOCIATED SOUTHCENTER 63% WITH TUKWILA

OTHERS SAID

SeaTac Seattle Renton 15% 9% 8%

29 HAVE VISITED SOUTHCENTER 68% IN THE PAST 2 YEARS FOR LEISURE

STAYED 4 81% HOURS OR LESS

ONLY STAYED 8+ HOURS OR 4% OVERNIGHT 30 WERE SATISFIED WITH THEIR VISITS TO 74% SOUTHCENTER DURING THE PAST YEAR

Less Than 4% WERE DISSATISFIED

31 Best Name for Tukwila as a Place to Visit

28% TUKWILA

TUKWILA-SOUTHCENTER 28%

24% SOUTHCENTER

SOUTHCENTER-TUKWILA 13%

9% SEATTLE SOUTHSIDE

32 Sources of Information When considering places to visit & things to do in the Puget Sound area, which sources of information do you use ?

Friend Recommendations 76% Search Engine (google, bing, yahoo) 61% Social Media 52% Review Sites (tripadvisor, yelp) 31% Website of the city/destination 29% Daily Newspaper 22% Weekly Newspaper 14% Family-Friendly Publication 9% Seattlesouthside.com 4% Percentage who use this info source 33

COMPETITIVE SET

34 First Thing that Comes to Mind Downtown Seattle

35 First Thing that Comes to Mind Downtown Seattle Most Common Traffic Pike Place Market Homeless

Shopping Space Needle Fun Crowded Congested Busy Dirty/Filthy Parking Problems Restaurants/Dining Expensive

Sorted in order of prevalence. Excludes do not know. 36 Comparison to Downtown Seattle

A Place with Family- 39 26 35 Friendly Activities A Place that is Convenient 25 22 53 to Visit A Place with Affordable 8 32 59 Shopping A Place with a Wide 37 32 32 Variety of Shopping A Place that is Multi- 44 40 16 Cultural

0 20 40 60 80 100 Downtown Seattle is Better Neutral Southcenter is Better 37 Better Than Downtown Seattle

AFFORDABLE SHOPPING +51

CONVENIENT TO VISIT +28

% Saying Southcenter is Better Less % Saying Downtown is Better 38 Downtown Seattle is Better

A PLACE THAT IS MULTI-CULTURAL -29

WIDE VARIETY OF SHOPPING OPTIONS -5

FAMILY-FRIENDLY ACTIVITIES -5

% Saying Southcenter is Better Less % Saying Downtown is Better 39 First Thing that Comes to Mind Bellevue

40 First Thing that Comes to Mind Bellevue Most Common Rich / Rich People Expensive Bellevue Square Mall

Shopping Upscale/Ritzy Microsoft Mall Money Wealthy Eastside Snobbish Suburb/an Traffic Nice

Sorted in order of prevalence. Excludes do not know. 41 Comparison to Downtown Bellevue

A Place with Family- 38 36 27 Friendly Activities A Place that is Convenient 25 32 43 to Visit A Place with Affordable 9 23 68 Shopping A Place with a Wide 29 43 29 Variety of Shopping A Place that is Multi- 16 41 43 Cultural

0 20 40 60 80 100 Downtown Bellevue is Better Neutral Southcenter is Better 42 Better Than Downtown Bellevue

AFFORDABLE SHOPPING +59

A PLACE THAT IS MULTI-CULTURAL +27

CONVENIENT TO VISIT +18

% Saying Southcenter is Better Less % Saying Bellevue is Better 43 Even With Downtown Bellevue

WIDE VARIETY OF SHOPPING OPTIONS 0

Downtown Bellevue is Better

FAMILY-FRIENDLY ACTIVITIES -11

% Saying Southcenter is Better Less % Saying Bellevue is Better 44 First Thing that Comes to Mind Renton

45 First Thing that Comes to Mind Renton Most Common Boeing

Ikea

Far Away Seahawks / VMAC Microsoft Traffic Airport Ghetto Crime The Landing Blue Collar / Working Class Suburb/an Dirty

Sorted in order of prevalence. Excludes do not know. 46 Comparison to Downtown Renton

A Place with Family- 13 47 39 Friendly Activities A Place that is Convenient 14 48 38 to Visit A Place with Affordable 14 49 38 Shopping A Place with a Wide 7 36 57 Variety of Shopping A Place that is Multi- 13 63 24 Cultural

0 20 40 60 80 100 Downtown Renton is Better Neutral Southcenter is Better 47 Better Than Downtown Renton

WIDE VARIETY OF SHOPPING OPTIONS +50

FAMILY-FRIENDLY ACTIVITIES +26 AFFORDABLE SHOPPING +24

CONVENIENT TO VISIT +24

A PLACE THAT IS MULTI-CULTURAL +11 % Saying Southcenter is Better Less % Saying Renton is Better 48 RESULTS BASED ON FAMILIARITY WITH TUKWILA

49 Expectation of Tukwila

Familiar with Tukwila Somewhat Familiar

58% 10% 35% 13% Positive Negative Positive Negative

Based on what you have heard or Not Familiar experienced, what kind of experience would you expect in visiting 17% 14% Tukwila? Positive Negative

50 Impressions of Tukwila Percentage who Agree with Each Statement: “Tukwila Is…”

51 50 49 47

33 35 34 25 21 19 21 13

Tolerant & Friendly A Safe Place to Visit A Good Place for Welcoming People Like Me

51 Getting To & Around Tukwila Percentage who Agree with Each Statement 81 71 64

40 36

Tukwila is Easy to Get To It is Easy to Get Around in Tukwila

52 Affordability of Tukwila Percentage who Agree with Each Statement 60 52

40 36

25 18

Tukwila is Affordable Tukwila Offers a Good Value for Visitors

53 Likelihood to Recommend Tukwila Percentage who are Likely to 61 53 54

31 32 33 28

14 12 12 9 10

As a Place to Live As a Place to Work As a Place to Start a As a Place to Visit Business

1 to 10 Scale 7-10 Likely 54 Likelihood to Recommend Tukwila as a Place to Live 55 Percentage who are Likely to Recommend

33 34 32

20 17 17 11 10

For Racial & Ethnic For Gay & Lesbian For Seniors Minorities Individuals

1 to 10 Scale 7-10 Likely 55 Likelihood to Recommend Tukwila as a Place to Live Percentage who are Likely to Recommend 44 43

31 26 24

14 13 12 10

For Young Professionals For Young Adults Without Families With Young Children Children

1 to 10 Scale 7-10 Likely 56 Likelihood to Recommend Southcenter

Percentage who are Likely to Recommend 63 59

45 41 34 27 19 18 15

As a Place to Live As a Place to Work As a Place to Visit

57 Likelihood to Recommend Southcenter for Leisure 82 Percentage who are Likely to Recommend

67 70 60 55 57 42 41 36 31 24 21

To Go Shopping To Go Out to Eat To Meet Friends To For Couples to Visit "Hang Out"

Top attributes only 1 to 10 Scale 7-10 Likely 58 High Likelihood to Find These Items in Southcenter

Familiar with Somewhat Not Tukwila Familiar Familiar A Variety of Shopping 79 % 68 % 50 % A Variety of Restaurants 65 % 51 % 33 % Affordable Shopping 65 % 45 % 28 % High Quality, Upscale Shopping 54 % 42 % 28 % High Quality Restaurants 55 % 38 % 22 % Easy & Convenient Parking 59 % 35 % 22 %

Top Attriubutes Listed 1 to 10 Scale Percentage who state there is a “high” likelihood High Likelihood = 8, 9, or 10 59 OF THOSE FAMILIAR WITH TUKWILA 83% ASSOCIATED SOUTHCENTER WITH TUKWILA

COMPARED WITH ONLY 33% OF THOSE “NOT FAMILIAR” WITH TUKWILA. THEY ASSOCIATED OTHER CITIES: SeaTac Seattle Renton 27% 15% 16%

60 AT LEAST 74% OF ALL FAMILIARITY GROUPS STAYED 4 HOURS OR LESS IN SOUTHCENTER ON LAST VISIT

SATISFACTION WITH SOUTHCENTER VISITS WAS HIGH FOR ALL GROUPS

61 Satisfaction with Last Visit to Southcenter 83 79 69

24 18 13 4 3 6

Satisfied Neutral Dissatisfied

62 Comparison to Downtown Seattle

WIDE VARIETY OF SHOPPING OPTIONS +1 -4 -12

FAMILY-FRIENDLY ACTIVITIES +12 -9 -18

AFFORDABLE SHOPPING +59 +53 +44

CONVENIENT TO VISIT +55 +29 +11

A PLACE THAT IS MULTI-CULTURAL -14 -29 -35 % Saying Southcenter is Better Less % Saying Downtown Seattle is Better 63 Comparison to Downtown Bellevue

WIDE VARIETY OF SHOPPING OPTIONS 0 +4 -7

FAMILY-FRIENDLY ACTIVITIES +6 -17 -10

AFFORDABLE SHOPPING +68 +64 +47

CONVENIENT TO VISIT +40 +20 0

A PLACE THAT IS MULTI-CULTURAL +34 +29 +19 % Saying Southcenter is Better Less % Saying Downtown Bellevue is Better 64 Comparison to Renton

WIDE VARIETY OF SHOPPING OPTIONS +62 +53 +37

FAMILY-FRIENDLY ACTIVITIES +35 +27 +19

AFFORDABLE SHOPPING +30 +24 +20

CONVENIENT TO VISIT +34 +25 +16

A PLACE THAT IS MULTI-CULTURAL +17 +9 +9 % Saying Southcenter is Better Less % Saying Renton is Better 65 Best Name for Tukwila as a Place to Visit Among those Familiar with Tukwila Only 30% SOUTHCENTER

TUKWILA 28%

22% TUKWILA-SOUTHCENTER

SOUTHCENTER-TUKWILA 13%

6% SEATTLE SOUTHSIDE

66 RESULTS BASED ON GENERATIONS

67 8% SILENT Born Before 1946 of sample

BOOMERS Born 1946 - 1964 29% of sample

24% GENERATION X Born 1965 - 1980 of sample

38% MILLENNIALS Born after 1980 of sample

Generations 68 Expectation of Tukwila

Boomers Generation X

28% 13% 30% 13% Positive Negative Positive Negative

Based on what you have heard or Millennials experienced, what kind of experience would you expect in visiting 38% 12% Tukwila? Positive Negative

69 Impressions of Tukwila Percentage who Agree with Each Statement: “Tukwila Is…” 39 38 38 32 32 31 30 28 27 26 25 19

Tolerant & Friendly A Safe Place to Visit A Good Place for Welcoming People Like Me

70 Getting To & Around Tukwila Percentage who Agree with Each Statement 63 60 51 44 40 30

Tukwila is Easy to Get To It is Easy to Get Around in Tukwila

71 Affordability of Tukwila Percentage who Agree with Each Statement 47 41 38 34 31 24

Tukwila is Affordable Tukwila Offers a Good Value for Visitors

72 Likelihood to Recommend Tukwila Percentage who are Likely to 39 39 35 33 31 31 27 27 23 20

12 13

As a Place to Live As a Place to Work As a Place to Start a As a Place to Visit Business

1 to 10 Scale 7-10 Likely 73 Likelihood to Recommend Tukwila as a Place to Live Percentage who are Likely to Recommend 36 36

26 23 21 19 17 13 12

For Racial & Ethnic For Gay & Lesbian For Seniors Minorities Individuals

1 to 10 Scale 7-10 Likely 74 Likelihood to Recommend Tukwila as a Place to Live Percentage who are Likely to Recommend 29 29 26 23 21 20 18 16 11

For Young Professionals For Young Adults Without For Families With Young Children Children

1 to 10 Scale 7-10 Likely 75 Likelihood to Recommend Southcenter

Percentage who are Likely to Recommend

48 41 38 35 28 29 25 21 14

A Place to Live A Place to Work A Place to Visit

76 Likelihood to Recommend Southcenter for Leisure Percentage who are Likely to Recommend 67 62 55 58 47 50 44 42 36 33 29 27

To Go Shopping To Go Out to Eat To Meet Friends To For Couples to Visit "Hang Out"

Top attributes only 1 to 10 Scale 7-10 Likely 77 High Likelihood to Find These Items in Southcenter

Boomers Gen X Millennials

A Variety of Shopping 64 % 62 % 64 % A Variety of Restaurants 50 % 46 % 47 % Affordable Shopping 42 % 40 % 43 % High Quality, Upscale Shopping 40 % 37 % 39 % High Quality Restaurants 34 % 34 % 37 % Easy & Convenient Parking 37 % 34 % 31 %

Top Attriubutes Listed 1 to 10 Scale Percentage who state there is a “high” likelihood High Likelihood = 8, 9, or 10 78 Over OF BOOMERS & GENERATION X ASSOCIATED SOUTHCENTER WITH 2/3 TUKWILA Only 52% OF MILLENNIALS OF ALL GROUPS 15% ASSOCIATED SeaTac

OF MILLENNIALS 17% Associated SEATTLE 79 BOOMERS 61% have visited

GENERATION X 74% have visited

MILLENNIALS 75% have visited

Visited Southcenter in past 2 Years 80 BOOMERS 91% stayed 4 hours or less

82% stayed 4 hours or less GENERATION X 14% stayed up to 8 hours 72% stayed 4 hours or less MILLENNIALS 21% stayed up to 8 hours

Length of Stay of Last Visit to Southcenter 81 Satisfaction with Last Visit to Southcenter

79 82 74

22 17 16

4 5 2

Satisfied Neutral Dissatisfied

82 Comparison to Downtown Seattle

WIDE VARIETY OF SHOPPING OPTIONS +4 -12 -11

FAMILY-FRIENDLY ACTIVITIES +1 -15 -8

AFFORDABLE SHOPPING +52 +52 +51

CONVENIENT TO VISIT +37 +26 +27

A PLACE THAT IS MULTI-CULTURAL -24 -35 -32 % Saying Southcenter is Better Less % Saying Downtown Seattle is Better 83 Comparison to Downtown Bellevue

WIDE VARIETY OF SHOPPING OPTIONS -1 -8 +7

FAMILY-FRIENDLY ACTIVITIES -5 -16 -13

AFFORDABLE SHOPPING +61 +59 +58

CONVENIENT TO VISIT +23 +17 +11

A PLACE THAT IS MULTI-CULTURAL +25 +28 +28 % Saying Southcenter is Better Less % Saying Downtown Bellevue is Better 84 Comparison to Renton

WIDE VARIETY OF SHOPPING OPTIONS +51 +47 +50

FAMILY-FRIENDLY ACTIVITIES +19 +24 +33

AFFORDABLE SHOPPING +22 +25 +26

CONVENIENT TO VISIT +21 +26 +22

A PLACE THAT IS MULTI-CULTURAL +9 +11 +12 % Saying Southcenter is Better Less % Saying Renton is Better 85 30% Tukwila BOOMERS 30% Tukwila-Southcenter 19% Southcenter 31% Southcenter GENERATION X 24% Tukwila 23% Tukwila-Southcenter 30% Tukwila MILLENNIALS 26% Tukwila-Southcenter 25% Southcenter Best Name For Tukwila as a Place to Visit 86 SEATTLE 30% of sample

NEAR SUBURBS 7% of sample

TACOMA 15% of sample

OLYMPIA 9% of sample

OTHER METRO 39% of sample

Visited Southcenter in past 2 Years 87 RESULTS BASED ON RESIDENCE OF RESPONDENT

88 Expectation of Tukwila

Live in Seattle Live in Near Suburbs

26% 16% 47% 8% Positive Negative Positive Negative

Based on what you have heard or experienced, what kind of experience would you expect in visiting Tukwila?

89 Expectation of Tukwila

Live in Tacoma Live in Olympia

39% 11% 31% 8% Positive Negative Positive Negative

Live Elsewhere in the Based on what you have heard or Metro Area experienced, what kind of experience would you expect in visiting 33% 14% Tukwila? Positive Negative

90 Impressions of Tukwila Percentage who Agree with Each Statement: “Tukwila Is…” 46 39 39 40 33 34 28 27 25 23

Tolerant & Welcoming Friendly

91 Impressions of Tukwila Percentage who Agree with Each Statement: “Tukwila Is…” 43

35 33 32 32 30 26 25 20 18

A Safe Place to Visit A Good Place for People Like Me

92 Getting To & Around Tukwila Percentage who Agree with Each Statement 85

61 64 57 53 45 40 34 34 22

Tukwila is Easy to Get To It is Easy to Get Around in Tukwila

93 Affordability of Tukwila Percentage who Agree with Each Statement

59 53 50

35 35 31 33 22 19 14

Tukwila is Affordable Tukwila Offers a Good Value for Visitors

94 Likelihood to Recommend Tukwila Percentage who are Likely to

48 47

36 32 28 30 22 21 22 17

As a Place to Start a Business As a Place to Visit

1 to 10 Scale 7-10 Likely 95 Likelihood to Recommend Tukwila Percentage who are Likely to

48 47

36 32 28 30 22 21 22 17

As a Place to Start a Business As a Place to Visit

1 to 10 Scale 7-10 Likely 96 Likelihood to Recommend Tukwila as a Place to Live Percentage42 who are Likely to Recommend

33 34

27 26 24 22 19 17 14

For Racial & Ethnic Minorities For Gay & Lesbian Individuals

1 to 10 Scale 7-10 Likely 97 Likelihood to Recommend Tukwila as a Place to Live Percentage who are Likely to Recommend33 31 30

22 20 19 17 16 14 11

For Seniors For Young Professionals

1 to 10 Scale 7-10 Likely 98 Likelihood to Recommend Tukwila as a Place to Live Percentage who are Likely to Recommend 31 30 27

21 16 17 17 13 12 7

For Young Adults without Children For Families with Young Children

1 to 10 Scale 7-10 Likely 99 Likelihood to Recommend Southcenter Percentage who are Likely to

48 42 35 30 24 25 26 21 16 13

As a Place to Live A Place to Work

100 Likelihood to Recommend Southcenter Percentage who are Likely to

49 44

33 33

As a Place to Visit

101 Likelihood to Recommend Southcenter for Leisure Percentage83 who are Likely to Recommend as

68 71 61 60 56 53 53 42 38

A Place to Go Shopping A Place to Go Out to Eat

Top attributes only 1 to 10 Scale 7-10 Likely 102 Likelihood to Recommend Southcenter for Leisure Percentage who are Likely to Recommend as 62 53 47 44 40 37 32 29 29 22

A Place to Meet Friends to "Hang Out" A Place for Couples to Visit

Top attributes only 1 to 10 Scale 7-10 Likely 103 High Likelihood to Find These Items in Southcenter

Near RESIDENCE  Seattle Tacoma Olympia Other Suburbs A Variety of Shopping 58 % 81 % 71 % 61 % 63 % A Variety of Restaurants 40 % 70 % 55 % 42 % 48 % Affordable Shopping 44 % 64 % 43 % 35 % 39 % High Quality, Upscale Shopping 28 % 49 % 49 % 49 % 40 % High Quality Restaurants 25 % 49 % 45 % 36 % 37 % Easy & Convenient Parking 38 % 50 % 31 % 26 % 32 %

Top Attriubutes Listed 1 to 10 Scale Percentage who state there is a “high” likelihood High Likelihood = 8, 9, or 10 104 Southcenter Percentage who Associated the Southcenter Shopping District with Tukwila 87

70 60 54 56

Associated Southcenter with Tukwila

105 SEATTLE 70% have visited

NEAR SUBURBS 98% have visited

TACOMA 69% have visited

OLYMPIA 57% have visited

OTHER METRO 65% have visited

Visited Southcenter in past 2 Years 106 SEATTLE 70% have visited

NEAR SUBURBS 98% have visited

TACOMA 69% have visited

OLYMPIA 57% have visited

OTHER METRO 65% have visited

Visited Southcenter in past 2 Years 107 NO MAJOR DIFFERENCES IN LENGTH OF VISIT BASED ON RESIDENCE

Length of Stay of Last Visit to Southcenter 108 Satisfaction with Last Visit to Southcenter 90 82 83 78 80 80 70 61 60 50 40 30 20 10 0 Satisfied

7% or less of each group was dissatisfied.

The remainder were “neutral.” 109 Comparison to Downtown Seattle

WIDE VARIETY OF SHOPPING OPTIONS -10 +12

FAMILY-FRIENDLY ACTIVITIES -12 0

AFFORDABLE SHOPPING +48 +70

CONVENIENT TO VISIT -6 +67

A PLACE THAT IS MULTI-CULTURAL -28 -9 % Saying Southcenter is Better Less % Saying Downtown Seattle is Better 110 Comparison to Downtown Seattle

WIDE VARIETY OF SHOPPING OPTIONS -5 -5 -5

FAMILY-FRIENDLY ACTIVITIES +9 -3 -6

AFFORDABLE SHOPPING +55 +39 +51

CONVENIENT TO VISIT +53 +50 +34

A PLACE THAT IS MULTI-CULTURAL -30 -43 -30 % Saying Southcenter is Better Less % Saying Downtown Seattle is Better 111 Comparison to Downtown Bellevue

WIDE VARIETY OF SHOPPING OPTIONS +3 +4

FAMILY-FRIENDLY ACTIVITIES -14 -7

AFFORDABLE SHOPPING +69 +83

CONVENIENT TO VISIT +20 +47

A PLACE THAT IS MULTI-CULTURAL +42 +35 % Saying Southcenter is Better Less % Saying Downtown Bellevue is Better 112 Comparison to Downtown Bellevue

WIDE VARIETY OF SHOPPING OPTIONS +4 -3 -4

FAMILY-FRIENDLY ACTIVITIES +3 -2 -16

AFFORDABLE SHOPPING +53 +50 +51

CONVENIENT TO VISIT +39 +38 -2

A PLACE THAT IS MULTI-CULTURAL +26 +12 +17 % Saying Southcenter is Better Less % Saying Downtown Bellevue is Better 113 Comparison to Renton

WIDE VARIETY OF SHOPPING OPTIONS +51 +67

FAMILY-FRIENDLY ACTIVITIES +25 +20

AFFORDABLE SHOPPING +27 +14

CONVENIENT TO VISIT +30 +10

A PLACE THAT IS MULTI-CULTURAL +11 +9 % Saying Southcenter is Better Less % Saying Renton is Better 114 Comparison to Renton

WIDE VARIETY OF SHOPPING OPTIONS +52 +37 +48

FAMILY-FRIENDLY ACTIVITIES +27 +22 +29

AFFORDABLE SHOPPING +30 +15 +24

CONVENIENT TO VISIT +28 +27 +19

A PLACE THAT IS MULTI-CULTURAL +13 +6 +11 % Saying Southcenter is Better Less % Saying Renton is Better 115 34% Tukwila SEATTLE 22% Tukwila-Southcenter 21% Southcenter 30% Southcenter NEAR SUBURBS 29% Tukwila 29% Tukwila-Southcenter

Best Name For Tukwila as a Place to Visit 116 31% Tukwila-Southcenter TACOMA 25% Tukwila 24% Southcenter 32% Tukwila-Southcenter OLYMPIA 26% Tukwila 18% Southcenter 28% Tukwila-Southcenter OTHER 28% Southcenter 24% Tukwila

Best Name For Tukwila as a Place to Visit 117

APPENDIX

118 Methodology

Web-based surveys were conducted in March, 2017. All surveys were conducted via an online panel of a sample of residents of four areas: Seattle (city), Tacoma (city), Olympia (city), and Seattle Metropolitan Area. To qualify for the survey, respondents were required to live in the Puget Sound area and to be at least 18 years in age. 1,484 surveys were completed for a completion rate of 94.5%.

The survey sought a quota of responses from Seattle city, Tacoma city, Olympia city, and other metropolitan area residents. Responses were balanced across the metro area with a larger focus on Seattle and the Seattle Metro Area (excluding Seattle, Tacoma, & Olympia).

Reported results may not equal 100% due to rounding, exclusion of “don’t know/rather not say”, and response options in which respondents were asked to select “all that apply”. As a few questions may not have been answered by all respondents, some questions may have an n<1,484.

The purpose of this study is to understand general perceptions of Tukwila and Southcenter, so statistical comparisons are not presented using measures of “statistical significance.” In general, there is a larger margin of error for the smaller samples (Tacoma and Olympia).

Demographic responses were not provided by a small percentage of respondents (less than 2%). When demographic responses were not provided, these responses are omitted from some comparisons. For example, if a respondent did not provide a birth year, then the respondent was removed from comparisons between generations. However, the response still appears in the aggregate totals.

Categories of residence were generated by ZIP code. However, some ZIP codes overlap cities making it difficult to determine whether a resident lived in a specific city. For the classification of “near suburbs,” it generally includes areas areas near Tukwila that are not in Seattle or Tacoma. This area incudes Renton, Kent, and SeaTac.

119 Demographics of Respondents Gender Marital Status 65% Female 53% Married 35% Male 31% Single 15% In a Relationship but Not Married Education 1% Would Rather Not Say 12% High School or Less 29% Some College or Vocational School Children Under 18 at Home 36% Graduated From College 30% Have Children Living at Home 22% Completed Graduate School 1% Would Rather Not Say Residence Seattle 30% Household Income Near Suburbs 7% 29% Less Than $50,000 Tacoma 15% 21% From $50,000 to $74,999 Olympia 9% 17% From $75,000 to $99,999 Other Metro Area 39% 26% Over $100,000 (includes Bellevue, Everett, Renton) 8% Would Rather Not Say Years Lived in Puget Sound Area Generation 62% At Least 20 Years 8% Silent (Born Pre-1946) 15% At Least 10 but Less than 20 29% Boomers (1946-1964) 10% At Least 5 but Less than 10 24% Generation X (1965-1980) 9% At Least 1 but less than 5 38% Millennials (After 1980) 5% Less than 1 Year 2% Would Rather Not Say 120

Research Team

Research conducted by

Global Postmark, LLC [email protected] www.globalpostmark.com for Total Destination Marketing www.destinationbranding.com

Lead Researcher: Matthew Stone, President of Global Postmark, LLC, is a tourism and hospitality educator and researcher. In 2016, he completed the world’s largest study of culinary travelers for the World Food Travel Association, and he has also worked with the United States Travel Association. His research has appeared in many academic journals, including Tourism Management, Journal of Travel Research, and Journal of Air Transport Management, and has been presented at Travel & Tourism Research Association’s international conferences. As consumer travel expert, Matthew has been quoted by USA Today, Sacramento Bee, Smart Money, Los Angeles Times, and Asian Hospitality. He holds degrees in tourism (PhD, Texas A&M), hospitality management (MHM, Houston), and business administration (BS, Illinois).

121

Tukwila Residents’ Image of their City Executive Summary

This City Image Study was conducted in March 2017 to determine Tukwila residents’ perceptions of the city and its attributes. Respondents (n-173) were at least 18 years old.

Overall, individuals had more positive impressions of Tukwila than negative impressions. Over half (57%) rated overall quality of life in Tukwila to be positive, while only 12% gave a negative rating. The remainder of responses were neutral. Four attributes were rated positively by at least 60% of respondents: overall quality of police protection, overall quality of parks & greenways, overall business & directional signage, and availability of parking. The lowest-rated attribute was availability of affordable housing (49% positive).

Residents were proud to live in Tukwila (57% positive; 22% negative) and believed Tukwila was a good place for people like them (55% positive; 25% negative). They also perceived progress in Tukwila, as 57% believed that Tukwila has improved in the past five years. Although not as strongly, they also believed that Tukwila will improve in the next five years as a place to live.

Residents were likely to recommend Tukwila as a place to live, work, and start a business. Over half (51%) recommended Tukwila as a place to live (only 18% negative). If given a choice of where to live, over half (57%) would remain in Tukwila, while 26% would move outside of the region.

As a place to live, residents were likely to recommend Tukwila for many different populations. Tukwila was rated highest for racial and ethnic minorities (57% positive; only 10% negative; net likelihood score +47). There were also net likelihood scores of +20 or more as a place to live for gay &

lesbian individuals, seniors, young professionals, and young adults without children.

For leisure, residents overwhelmingly recommended Tukwila as a place to go shopping and as a place to go out to eat. Over half also recommended Tukwila a place with family-friendly activities and a place to enjoy trails, parks, & outdoor activities. Tukwila was not recommended as a place to enjoy nightlife, clubs, & bars.

Results of this survey were compared with Puget Sound-area residents’ perceptions of Tukwila from a study taken simultaneously. Overwhelmingly, residents’ impressions of Tukwila were much higher than area residents. For example, 51% of residents recommended Tukwila as a place to live, compared with only 15% of Puget Sound-area residents. Tukwila residents also were more likely to recommend Tukwila as a place to live for each of the six populations in the survey.

The most common sources of community issues, services, & events were: friends & neighbors; posters and fliers in local businesses; and Tukwila Reporter.

The demographic breakdown of the respondents is diverse, but it may not reflect the same demographics of the population due primarily to difficulties in surveying members of minority populations.

Matthew Stone Bill Baker Global Postmark, LLC Total Destination Marketing [email protected] [email protected]

TUKWILA RESIDENTS’ IMAGE OF THEIR CITY 2017

EXECUTIVE SUMMARY

2 Executive Summary This City Image Study was conducted in March 2017 to determine Tukwila residents’ perceptions of the city and its attributes. Respondents (n-173) were at least 18 years old.

3 As a place to live, residents were likely to recommend Tukwila for many different populations. Tukwila was rated highest for racial and ethnic minorities (57% positive; only 10% negative; net likelihood score +47). There were also net likelihood scores of +20 or more as a place to live for gay & lesbian individuals, seniors, young professionals, and young adults without children.

The most common sources of community issues, services, & events were: friends & neighbors; posters and fliers in local businesses; and Tukwila Reporter.

The demographic breakdown of the respondents is diverse, but it may not reflect the same demographics of the population due primarily to difficulties in surveying members of minority populations.

RESULTS

5 Study Overview Purpose To determine Tukwila residents’ perceptions of Tukwila

• Surveys Conducted in March 2017 • Respondents lived in Tukwila and were at least 18 years of age • 173 responses

6 Quality of Life & City Services Percentage who Rate Each Statement (Poor to Excellent) 41 36 31 28

16 17 13 10 6 2

Overall quality of life in Tukwila Overall appearance and aesthetics

7 Quality of Life & City Services Percentage who Rate Each Statement (Poor to Excellent) 38

27 24 23 20 18 15 14 12 10

Overall quality of community events & Overall quality of public schools festivals

8 Quality of Life & City Services Percentage who Rate Each Statement (Poor to Excellent) 36 35 30 25 22 18

11 10 8 5

Overall quality of parks, greenways, & Overall quality of park programs trails

9 Quality of Life & City Services Percentage who Rate Each Statement (Poor to Excellent) 41 39 33 28 22

15 11 6 4 2

Overall business & directional signage Overall condition of streets

10 Quality of Life & City Services Percentage who Rate Each Statement (Poor to Excellent) 35 35 29 26 25 24

11 7 5 3

Availability of parking Overall quality of police protection

11 Quality of Life & City Services Percentage who Rate Each Statement (Poor to Excellent) 28

22 22

Availability of affordable housing

12 Quality of Life & City Services Average Scores

Overall quality of police protection 3.79 Overall quality of parks, greenways, & trails 3.74 Overall business & directional signage 3.71 Availability of parking 3.70 OVERALL QUALITY OF LIFE IN TUKWILA 3.58 Overall condition of streets 3.54 Overall quality of park programs 3.52 Overall quality of public schools 3.31 Overall appearance & aesthetics 3.25 Overall quality of community events & festivals 3.25 Availability of affordable housing 3.14

13 Quality of Life & City Services Attributes with a median score of 4 or higher

Overall quality of life in Tukwila Overall quality of police protection Overall quality of parks, greenways & trails Overall business & directional signage Availability of parking Overall condition of streets Overall quality of park programs Overall quality of public schools

14 Attitudes Toward Tukwila Percentage who Agree with Each Statement 30 27 28

21 22 21

13 14 14 11

I feel like part of the Tukwila Tukwila is a good place for people like Community me

15 Attitudes Toward Tukwila Percentage who Agree with Each Statement 31 28 28 26 22 17 15 11 11 12

I am proud to live in Tukwila People in Tukwila care about each other

16 Perceptions of Progress in Tukwila Percentage who Agree with Each Statement 31 28 28 26 22 17 15 11 11 12

Tukwila has improved in the past 5 I think Tukwila will improve in the next years as a place to live 5 years as a place to live

17 Attitudes Toward Tukwila

Average Scores

I think Tukwila will improve in the next 5 years as a place to live 3.77 I am proud to live in Tukwila 3.55 Tukwila has improved n the past 5 years as a place to live 3.53 Tukwila is a good place for people like me 3.48 I feel like part of the Tukwila community 3.25 People in Tukwila care about each other 3.22

18 Attitudes Toward Tukwila Attributes with a median score of 4 or higher

I think Tukwila will improve in the next 5 years as a place to live Tukwila has improved in the past 5 years as a place to live Tukwila is a good place for people like me I am proud to live in Tukwila

19 Perceptions of Safety in Tukwila Percentage who Agree with Each Statement 33

26 23 22 22 19 19 17

11 8

How safe do you feel when walking in How safe do you feel when shopping in your neighborhood at night Tukwila/Southcenter at night

20 Desire to Stay If resident had a choice of where to live, which percentage would:

Stay in the same neighborhood 48

Move to another neighborhood in Tukwila 9

Move outside Tukwila but within the region 17

Move outside Tukwila but stay within Washington 11

Move to another city & state 15

21 Likelihood to Recommend Tukwila

Percentage who are likely to recommend

As a Place to Live 18 31 51

As a Place to Unlikely 25 29 46 Work Neutral Likely As a Place to 25 31 44 Start a Business

0 20 40 60 80 100 1 to 10 Scale 1-3 Unlikely 4-6 Neutral 7-10 Likely 22 Likelihood to Recommend Tukwila Net Likelihood Score

AS A PLACE TO LIVE +33

A PLACE TO WORK +21

AS A PLACE TO START A BUSINESS +19

% Likely to Recommend - % Unlikely to Recommend 23 Likelihood to Recommend Tukwila as a Place to Live Percentage who are likely to recommend

For Racial & 10 33 57 Ethnic Minorities

For Gay / Lesbian Unlikely 20 32 48 Individuals Neutral Likely

For Seniors 27 29 44

0 20 40 60 80 100 1 to 10 Scale 1-3 Unlikely 4-6 Neutral 7-10 Likely 24 Likelihood to Recommend Tukwila as a Place to Live Percentage who are likely to recommend

For Young 24 30 46 Professionals

For Young Adults Unlikely 22 34 44 without Children Neutral Likely For Families with 28 30 42 Young Children

0 20 40 60 80 100 1 to 10 Scale 1-3 Unlikely 4-6 Neutral 7-10 Likely 25 Likelihood to Recommend Tukwila as a Place to Live Net Likelihood Score

FOR RACIAL & ETHNIC MINORITIES +47

FOR GAY / LESBIAN INDIVIDUALS +28

FOR YOUNG PROFESSIONALS +22

% Likely to Recommend - % Unlikely to Recommend 26 Likelihood to Recommend Tukwila as a Place to Live Net Likelihood Score

FOR YOUNG ADULTS without CHILDREN +22

FOR SENIORS +17

FOR FAMILIES WITH YOUNG CHILDREN +14

% Likely to Recommend - % Unlikely to Recommend 27 Likelihood to Recommend Tukwila for Leisure Activities Percentage who are likely to recommend

A Place to Go 11 23 66 Shopping

A Place to Go Unlikely 20 23 56 Out To Eat Neutral Likely A Place with Family-Friendly 26 23 52 Activities

0 20 40 60 80 100 1 to 10 Scale 1-3 Unlikely 4-6 Neutral 7-10 Likely 28 Likelihood to Recommend Tukwila for Leisure Activities Percentage who are likely to recommend A Place to Enjoy Trails, Parks, & 24 25 51 Outdoor Activities A Place to Meet Unlikely People & Make 30 33 38 Friends Neutral Likely A Place to Enjoy Nightlife, Clubs, 35 37 28 & Bars

0 20 40 60 80 100 1 to 10 Scale 1-3 Unlikely 4-6 Neutral 7-10 Likely 29 Likelihood to Recommend Tukwila for Leisure Activities Net Likelihood Score

A PLACE TO GO SHOPPING +55

A PLACE TO GO OUT TO EAT +36

A PLACE TO ENJOY TRAILS, PARKS, OUTDOORS +27

% Likely to Recommend - % Unlikely to Recommend 30 Likelihood to Recommend Tukwila for Leisure Activities Net Likelihood Score

A PLACE WITH FAMILY-FRIENDLY ACTIVITIES +26

A PLACE TO MEET PEOPLE & MAKE FRIENDS +8

A PLACE TO ENJOY NIGHTLIFE, CLUBS, & BARS -7

% Likely to Recommend - % Unlikely to Recommend 31

COMPARISON OF TUKWILA RESIDENTS TO METRO AREA RESIDENTS

32 Comparisons A separate survey was taken of metro area residents (n=1,484).

This section compares responses from Tukwila residents to responses from metro area residents.

33 Comparing Tukwila Resident Perceptions to Metro Area Residents Percentage “likely” to recommend Tukwila as 51 46 44

30 27

A place to live A place to work A place to start a business

1 to 10 Scale 7-10 Likely 34 Likelihood to Recommend Tukwila Net Likelihood Score

+33 -27 AS A PLACE TO LIVE Tukwila Metro Residents Residents

+21 +5 A PLACE TO WORK Tukwila Metro Residents Residents

AS A PLACE TO START A +19 -1 Tukwila Metro BUSINESS Residents Residents

% Likely to Recommend - % Unlikely to Recommend 35 Comparing Tukwila Resident Perceptions to Metro Area Residents Percentage “likely” to recommend Tukwila as a place to live for 57 48 44

20 17

Racial & Ethnic Minorities Gay/Lesbian Individuals Seniors

1 to 10 Scale 7-10 Likely 36 Comparing Tukwila Resident Perceptions to Metro Area Residents Percentage “likely” to recommend Tukwila as a place to live for 46 44 42

25 23 15

Young Professionals Young Adults without Families with Young Children Children

1 to 10 Scale 7-10 Likely 37 Sources of Community Information Where do you hear about community issues, services, & events?

Friends & Neighbors 65% Posters/Fliers in Local Businesses 64% Tukwila Reporter 62% E-hazelnut Newsletter 49% Local Television or Radio News 41% City Website 39% Facebook 25% Social Media Run by the City 24% Twitter 15% Local Blogs/Websites (such as nextdoor.com) 13% Percentage who use this information source 38

APPENDIX

39 Methodology

A combination of telephone and online surveys (n=173) were conducted in March, 2017. To qualify for the survey, respondents were required to live in Tukwila and to be at least 18 years in age. Online surveys (n=19) were conducted in English via an online panel of a random sample of residents of Tukwila. Telephone surveys (n=154) were conducted in English using both a random sample of residents utilizing both landline and mobile telephones. Individuals speaking Spanish were called back to take the survey in Spanish. Telephone and online surveys were chosen due to cost and speed of data collection. Other methods (mail and door-to- door surveys) were not used due to high cost and long length of time needed to collect data.

The purpose of this study is to understand general perceptions of Tukwila, so statistical comparisons are not presented using measures of “statistical significance.” In general, there is a confidence interval of +/- 7.5%

40 Demographics of Respondents Gender Marital Status 51% Female 39% Married 49% Male 38% Single 17% In a Relationship but Not Married Household Income 6% Would Rather Not Say 34% Less Than $50,000 16% From $50,000 to $74,999 Children Under 18 at Home 20% From $75,000 to $99,999 22% Have Children Living at Home 16% Over $100,000 14% Would Rather Not Say

Generation 13% Silent (Born Pre-1946) 39% Boomers (1946-1964) 19% Generation X (1965-1980) 27% Millennials (After 1980) 2% Would Rather Not Say

Demographics of Respondents Years Lived in Tukwila Primary Language Spoken at Home 41% At Least 20 Years 86% English 22% At Least 10 but Less than 20 5% Spanish 18% At Least 5 but Less than 10 9% Other 12% At Least 1 but less than 5 7% Less than 1 Year Racial/Ethnic Background (may include more than one) Years Lived in Puget Sound Area 61% White 67% At Least 20 Years 10% Black / African-American 13% At Least 10 but Less than 20 9% Asian 6% At Least 5 but Less than 10 9% Hispanic / Latino/a 9% At Least 1 but less than 5 3% American Indian / Alaska Native 5% Less than 1 Year 3% Native Hawaiian / Pacific Islander 2% Native of Africa 5% Other 5% Would Rather Not Say

Includes 4% Who Identify as Biracial

Research Team

Research conducted by

Global Postmark, LLC [email protected] www.globalpostmark.com for Total Destination Marketing www.destinationbranding.com