Lauderdale Lakes, FL Brandprint Understanding & Insights Presentation Community

Prepared by NorthStar Destination Strategies

Lauderdale Lakes, FL BrandPrint Understanding & Insights Presentation Community

Understanding Consumer Competition

Insights You are Here Evaluation

Imagination Brand Identity & Brand Action What differentiates Lauderdale Lakes?

Community

Consumer Competition How have we learned about the Lauderdale Lakes Community?

• Research & Materials Audit • In-Market Trip –FAM Tour – Intercept Interviews Community – Stakeholder Interviews – Focus Group • Resident Tapestry Profiling • SkhldStakeholder Vision Survey • Online Community Survey Community

Understanding Lauderdale Lakes

In-MkMarket Observati ons

You mayyg disagree with some information that follows. But these are perceptions gained during the research. There are negative perceptions included; identifying these can be just as important as praise. Community RhResearch & MMlaterials AAdudit FROM THE CITY, ECONOMIC DEVELOPMENT & CHAMBER OFFICES

City of Lauderdale Lakes • The Heart of Broward County by the Community Redevelopment Agency booklet • “We Care” Tool Box • 1st Annual Black History Month Community Parade flyer • 9th Annual Holiday Lighting Ceremony • Barrington Irving Bridge Dedication flyer • Building Permits and Processes: A Helpful Guide to Planning and Building • Department of Parks and Leisure • Kick off Black History Month with the City of Lauderdale Lakes flyer • Lakes Days: A 45th Anniversary Celebration • Lakes Live: Grammy Award Winner Regina Belle flyer • LddlLauderdale LkLakes New: A publi blitication for the resid idtents • Lauderdale Lakes ONE City Pride flyer • Streetscape Master Plan Volume 1&2 • The Heart of Broward County CD • Lauderdale Lakes City Street Map & Resource Guide Community RhResearch & MMlaterials AAdudit FROM THE CITY, ECONOMIC DEVELOPMENT & CHAMBER OFFICES Economic Development Materials • The Right Choice for Business pamphlet • Amendment #1: Property Tax Reform • Lauderdale Lakes Chamber of Commerce 1st Annual Dinner program • Proppyerty Tax Up date

Broward County • Broward County Library flyer • NaturesScape Broward

Other Materials • Bella Vista: Building a Way of Life packet • Eggstravaganza Spring Festival Flyer • Halloween Spooktacular flyer • International Tertiary drawing • Lauderdale Lakes Citizens Academy pamphlet • Lau der da le La kes News Fa ll 2006 Community Assets WHAT WE HEARD FROM FAM TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUP

International reputation Great location • Center of Broward County • Located at intersection of Oakland Park Boulevard and State Road 7 • Close to turnpike, I-95 & major roadways. Minutes from beaches and airport • 120,000+ motorists travel through everyday (most working in Ft. Lauderdale) Parks and Recreation • C-13 Canal Greenway Trail • Vincent Torres Memorial Parks (ball fields) • Willie Webb Sr. Park and Community Center with Boundless Playground • Cypress Preserve Conservation Park • Otis Gray, Northgate and Westgate Neighborhood parks • Swimming pool complex • Adult and Youth sports leagues and SPARKS program • Named a “Playful City” and “Tree City” • Citizen’ s Academy, Community Center and Alzheimer' s Facility Events • UniFest on city’s birthday in June sponsored by Greater Caribbean- American Chamber of Commerce and City of Lauderdale Lakes • Black Historyyp Month events and parade • Holiday Fest and Lighting • Community events including Eggstravaganza Community Assets WHAT WE HEARD FROM FAM TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUP

Distinct Community • Proud of diversit y; 60 languages spok en at Boyd And erson High Sch ool ; great food and musi c • Friendly population always willing to assist others • Affordable housing in Broward County • Sports; surrounding communities’ kids want to play on Lauderdale Lakes teams • Strong fire and police response; equipped with T3 vehicles and Segways • County leaders and educators live in Lauderdale Lakes (known for strong planning) • CRA Agency; progressive:1st Broward community with Master Plan • Many churches (draw from outside Lauderdale Lakes) Major Employers • Florida Medical Center, City of Lauderdale Lakes, Interactive Response Technologies (call center), Walmart Education • Florida Memorial University Broward campus • Phyl’s Academy private secondary school New construction and development • Library and cultural center; Bella Vista development, residential and commercial • St. Croix mixed-use development • Walmart ; New tenants in Lakes Mall: Ross Dress for Less • Masonry bus shelters; highest ridership in county Community Challenges WHAT WE HEARD FROM FAM TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUP Community • Lack of cohesion • Areas of blight; larger rental community and absentee landlords • Unknown number of Section 8 vouchers; poor upkeep of properties ; no local Housing Authority • Ethnic struggle between African Americans and Jamaicans; affects residents moving in • Youth lack direction • No housing stock larger than 2000 sq feet; no mid-higher end housing Government • Perception that Jamaicans are disproportionately in control; leadership chasing trends • Chamber isn’t well organized or managed • Funding; sales tax based on population not where the money is spent • Not an entitlement community; go through county for development grants (snowbirds not in census) • Insufficient code enforcement; lax zoning • BSO Sheriffs’ beats are inconsistent and rotations prevent building relationships with community Perceptions • Perceived as black, poor, unsafe/dangerous (press misreporting Ft. Lauderdale and Lauderhill crimes) • Older whites do not see a place for themselves in Lauderdale Lakes • Disjointed leadership; inaccurate perception of financial difficulties • Characterized as a Caribbean city however African American population is larger Community Challenges WHAT WE HEARD FROM FAM TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUP Competition • Lauderhill better caters to the Caribbean population; Lauderhill looks newer and better • Tamarac is percei ved as the most safe; Laud erhill the most dangerous • Retail traffic drawn west to Sawgrass Mills Mall Schools • Low test scores and ppyoor schools; Need community-wide effort to improve schools • Boyd Anderson does not get same resources; County money goes west to newer schools Businesses • Small business owners are apathetic towards growth • Lauderdale Lakes does not offer the restaurants/retail that cause people to stop • Few white-collar or creative-class jobs for youth; not perceived as place of opportunity Image/message • Bad reputation • Lack marketing and PR efforts; No distinct message to rally community • Does not leverage diversity well Tourism • No attractions, destination retail, hotels or large events drawing from across South Florida Infrastructure • Corridors into village are not distinct (shared) and dirty; sign blight Community Opportunities WHAT WE HEARD FROM FAM TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUP Community Redevelopment • CRA plan and streetscapes for Oakland Park Boulevard and SR 7 intersection • FdFacade program for reffbihdurbished commerciilal areas • Additional small business development in front of Walmart Town Center • Stimulus funding • Focus on green programs; become a walk-able suburb • 20 acres for developpgpy;pment in Tarragon bankruptcy; warehouse space for distribution • Improve city-wide landscaping • Diversity in housing stock; Bella Vista development • WiFi hub in center city; potential stop on light rail to Miami Youth and Schools • Improve schools in order to attract more residents • Multi-use sports fields/stadium for soccer, rugby, cricket, netball and lacrosse • Acknowledge and celebrate educators • Solicit ggprants to improve education sy stem • Connect youth with senior mentors Leadership • Need more transparency • Need to engage the greatest thinkers in Lauderdale Lakes • Need more rules and enforcement Bella Vista Development Community Opportunities WHAT WE HEARD FROM FAM TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUP Events • Broaden UniFest; consider sole sppppgyonsorship to expand offerings beyond Caribbean • Taste of the Lakes bringing together international flavors of Lauderdale Lakes Community Organization • Cultivate community pride and involvement • Bring people together to clean up the city and waterways • Programs at new Library and Cultural Center • Childrens’ activities bring residents together; add more to the calendar Message • Counter negative headlines with strong marketing and PR • Safer, affordable alternative to nearby Dade County • Market area more frequently, loudly, and efficiently Additional Assets • Larger chain restaurants (not fast food) • Large bookstore • Additional destination retailers and food brokers like Broward Meat and Fish Company • Attract independent specialty restaurants and boutiques • Need night life options • Golf course or driving range Community

Understanding Lauderdale Lakes Residents

Community Tapestry “Who” Report Community Abou t Tapes try Pro filing

• Tapestry: – Segmentation operates on the principle of llkike seeks llkike – thhat people with similar tastes, lifestyles, and behaviors seek others with the same. – Tapestry combines the “who” of lifestyle demography with the “where” of local neighborhood geography to paint a picture of exactly who your residents are, what types of jobs they hold, what their buying preferences are, what lifestage they are in and finally how they compare to the general US population. • About the Data: – Tapestry mines both public (Census) and private databases (including credit card data, etc) to combines traditional statistical methodology of cluster analysis with the latest data mining techniques to provide the most compelling segmentation of US neighborhoods. Community UdUnderstand ing Tapestry Classif ications

Every neighborhood in the United States has been clustered into one of 65 Segments. These segments belong to 12 Groups.

• LifeMode Groups: – 12 summary groups based on lifestyle and lifestage – Members share an experience (being born in the same time period, facing the same lifestage, having a certain level of affluence, etc.) • Community Tapestry Segments: – 65 groups based on sociographic and demographic composition. – Considers: Income, occupation, educational attainment, ethnic origin, household composition, marital/living arrangements, patterns of migrat ion, mobility and commun icat ion, lifesty le and media patterns – Most distinct level of segmentation. Community LfLife Mo de Groups

• L1. High Society • L2. Upscale Avenues • L3. Metropolis • L4. Solo Acts • L5. Senior Styles • L6. Scholars & Patriots • L7. High Hopes • L8. Global Roots • L9. Family Portrait • L10. Traditional Living • L11. Factories & Farms • L12. American Quilt Community LifeMode Breakout Over 50% (57.9%) of Lauderdale Lakes residents fit either in the Senior Styles or Global Roots LifeModes

Tapestry LifeModes | Lauderdale Lakes Residents

L01. High Society

L02. Upscale Avenues

L03. Metropolis

L04. Solo Acts

L05. Senior Styles

L06. Scholars & Patriots

L07. High Hopes

L08. Global Roots

L09. Family Portrait

L10. Traditional Living

L11. Factories & Farms

L12. American Quilt

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% Community Segment Breakout The top 4 resident segments comprise 69.5% of the population

Ta ppygestry Segments | Lauderdale Lakes Residents 30.0%

Top Segments: Descriptions to follow 25.0% 1. 65 Social Security Set (25%) 2. 60 City Dimensi ons (20%)

20.0% 3. 34 Family Foundations (15.3%) 4. 51 Metro City Edge (9.2%)

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0.0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65

$$$ Affluence Range $ Community Segment Spotlight 65 Social Security Set (25%): Indexed 3864 against the US average • 40% are elderly households over 65 years old. • Median HHI is $15,700. • Limited resources restrict their activities and purchases. Shop at discount stores. • Dependent on Medicare and Medicaid to cover health care costs. • Bank in pppyyperson and pay cash when they shop. • Watch daytime and primetime television, especially sports entertainment. Enjoy football, basketball, boxing, wrestling, figure skating and golf.

60 Cityy() Dimensions (20%): Indexed 2313 agggainst the US average • This segment is characterized by diversity in household type and ethnicity. • Primarily young and single with a median age of 28.7. • The median HHI is $26,000. • They are frequent viewers of cable television and most homes own more than one television. These residents are avid watchers of sports but rarely participants. • Prefer to shop at discount stores • For entertainment, they enjoy dining out, going dancing and attending music performances. Community SegSegmentment SpotSpotlightlight 34 Family Foundations (15.3%): Indexed 1805 • There is little diversity in this segment; most of the population is black. • The median age is 38 years and the median household income is $42,000. • Family Foundations residents are active in their communities, attending church services, helping with fund-raising projects and participating in civic activities. • Theyyp spend money on home maintenance and their families. Watch their budgets closely, opting to prepare meals at home and shop at Walmart and Kmart. • Style is important to these residents.

51 Metro City Edge (9.2%): Indexed 977 • Single parents, singles, and multigenerational families. • Median age is 28.8 and median HHI is $30,200. • Unemployment rate is high anandd less than 10% hold a Bachelor’ s degree. Primary concern is welfare of children, so they spend money wisely at grocery stores like Food Lion and Kroger, and shop at Walmart. • Newspapers and the Yellow Pages are their sources of information since Internet access at home is not a necessity. • Exercise at home and enjoy participating in community sports. Most meals are made at home; they rarely dine out. Community Segment Comparison Lauderdale Lakes residents skew to the right, less affluent side of the chart and tend not to mirror the US averages

Tapestry Segments | Lauderdale Lakes Residents vs. U.S. Average 30.0%

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0.0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65

Lauderdale Lakes Residents US Community

Understanding Resident’s Lifestyle

Communityyp Tapestry “What” Report Community Resident’s Lifestyle

Once segments have been identified, we can draw conclusions about consumer habits and lifestyle preferences.

Lifesty le /Medi a Groups: Apparel, Appliances, Attitudes, Automobiles, Auto/Aftermarket, Baby Products, Alcohol, Books, Cameras, Civic Activities, Convenience Stores, Electronics, Financials, Furniture, Garden/Lawn, Grocery, Health, Home Improvement, Insurance, Internet, Leisure, Yellow Pages, Watch, Read, Listen, Personal Core, Pets, Restaurant, Shopping, Smoking, Sports, Telephone, Tools, Toys/Games, Travel, Video/DVDs, Miscellaneous. Community Resident’s Lifestyle Data includes national chains that may not be present in your region but represent the type of consumer behavior likely. Lower income and proximity to a larger metropolitan area dictates many consumer preferences: • Leisure & Travel – Residents do not travel often. Enjoy gambling and often purchase lottery tickets. Attend NFL and NBA games and are likely to play soccer • Lifestyle – Residents are likely to smoke, especially menthols, with a higher than average percentage smoking 9+ packs a week • Auto – Likelyyp to have one leased vehicle and purchase aftermarket struts or mufflers. Do not drive trucks or belong to AAA • Finances – Unlikely to own stocks, bonds or 401K retirement savings • Computers and Electronics – Not likely to own a computer or to use the internet of ten • Dining – 2 to 3 times as likely to eat at Church’s Fried Chicken, Popeyes, White Castle, Ryans and El Pollo Loco • TV, radio, books – Watch BET, Judge Mathias, the Bernie Mac Show and Jerry Springer. Five times as likely to listen to Hispanic and gospel radio. Likely to read bridal or music magazines. Community Resident’s Lifestyle Data includes national chains that may not be present in your region but represent the type of consumer behavior likely. Watch Leisure Category Index Category Index WWatchedatched lastlast week:week: BET ((BlackBlack EntertainmentEntertainment TV)TV) 338 GaGambledmbled in AAtlantictlantic CCityity in llastast 12 mmonthsonths 212199 Watch Syndicated TV (M-F): Judge Mathis 321 Bought lottery ticket in last 12 mo: Daily Drawing 202 Watch TV aired once/wk: The Bernie Mac Show 299 Attended movies in last 90 days: once/week or more 177 Watch Syndicated TV (M-F): Divorce Court 293 Member of church board 154 Watch on TV: rodeo/bull riding 59 Dine out 2+ times per week 51 HH has satellite dish 58 Dine out once a week 51

Read Grocery Category Index Category Index Read music magazines 182 Shopped at grocery store/6 mo: Piggly Wiggly 280 Read bridal magazines 167 Used nectars in last 6 months 233 Read women`s fashion magazines 141 Shopped at grocery store/6 mo: Aldi 183 Light newspaper reader 131 Shopped at grocery store/6 mo: Winn Dixie 147 Read newspaper: business/finance section 68 Shopped at grocery store/6 mo: Food Lion 145 Read airline magazines 66 Shopped at grocery store/6 mo: GNC 144

Listen Restaurant Category Index Category Index Radio format listen to: Hispanic 548 Fast food/drive-in last 6 mo: Church`s Fr. Chicken 321 Radio format listen to: gospel 501 Fast food/drive-in last 6 mo: Popeyes 285 Radio format listen to: urban 326 Fast food/drive-in last 6 mo: White Castle 281 Radio format listen to: jazz 235 Fam rest/steak hse last 6 mo: Ryan`s 217 Radio format listen to: country 53 Fam rest/steak hse last 6 mo: Olive Garden 64 Radio format listen to: news/talk 44 Fam rest/steak hse last 6 mo: Chili`s Grill & Bar 54 Community

Understandinggy Community Leader Perceptions

Stakeholder Vision Survey Community Community Leader Perceptions DEFINING LAUDERDALE LAKES

When you first think of Lauderdale Lakes, which three adjectives come to mind? •Small •Caring • Diverse

Describe Lauderdale Lakes to someone who has never heard of it before. • A small but centrally located residential community – In the heart of Broward County • A progressive, culturally diverse community – A distinctive Caribbean flair • Affordable – Provides what you need in a close proximity Community CitCommunity LLdeader PtiPerceptions ATTRACTING PEOPLE TO LAUDERDALE LAKES What in Lauderdale Lakes attracts most… Residents: Visitors: Businesses: • Location • Ethnic restaurants • Location • Affordable housing • Walmart • Affordability • Accessibility to public • Shopping • Steady flow of transportation • The beach customers • Good supply of willing workforce Community Community Leader Perceptions INSIDE LAUDERDALE LAKES What is Lauderdale Lake’s single greatest asset? • Diversity •Location o Easy access to I-95 o The intersection of Oakland Park Boulevard and State Road 7 •Its people If you could add something to Lauderdale Lakes, what would you add? • More restaurants o Specifically chains, such as TGIF or Applebee’s • Major retail businesses • Community center o For seniors /youth programming / after school activities If you could take away something from Lauderdale Lakes, what would it be? • Negative stereotypes o Concerning crime, drugs, and even race-based fear • Low income housing o Unsupervised tenement housing • Traffic: Multi-lane highways Community Community Leader Perceptions INSIDE LAUDERDALE LAKES In your opinion, what would be the best way for Lauderdale Lakes to attract more bibusiness devel opment? • Tax incentives • Proactive marketing – Media blitz – More billboards • Redevelopment of existing property – Generous rezoning – Reconstruct areas to make them more aesthetically pleasing for the community How would outsiders (residents of other communities in South Florida) describe Lauderdale Lakes? • Small • Diverse • Affordable • Poor • Suburban – In need of characteristics that distinguish it from other suburban communities Community Community Leader Perceptions DEFINING THE COMPETITION Wha t is the firs t adj ec tive tha t comes to mi nd wh en describi ng the foll owi ng communities?

Plantation Fort Lauderdale • Big • Busy •Wealthy •Big •Vibrant • Beautiful

Lauderhill Sunrise • Progressive •Active •Growing •Growing

Tamarac Oakland Park • Elderly • Congested • Beautiful • Developing Community CitCommunity LLdeader PtiPerceptions DEFINING THE COMPETITION

Wha t se ts Lau der da le La kes apar t from its competiti on? • More culturally diverse • Smaller o More subdued • Vision for the future o Great opportunity for development

What unites Lauderdale Lakes? • A common heritage • Integgyrity of the g overnment • People in the neighborhood o Support activities in the city Community CiCommunity LLdeader PiPerceptions CHALLENGES & OPPORTUNITIES What are the biggest challenges currently facing Lauderdale Lakes? •Crime • Poor schools • Lack of major retail businesses – Highlights need to attract new business •Low GDP What are the biggest o pportunities for growth in Lauderdale Lakes? • Residential development: More middle-class housing • Commercial development: Available spaces for mixed-use development – Shopping malls and restaurants • Development of better schools Describe Lauderdale Lakes in 10 years: • Redeveloped with better aesthetics: A city people would move back to • Improved residential areas: Better diversity of housing options • Younger and more diverse Community Community Leader Perceptions OTHER FACETS OF THE COMMUNITY Comment on diversity in Lauderdale Lakes. How important is diversity to the city? • Most view it as an asset that defines the community – Brings talent and ideas that cohesively mold the city – Important to the continued growth of the area • A few concerned it has become the controlling interest in the city Where is the one place in Lauderdale Lakes that you would take a visitor so they would always remember their visit? • City Hall • The city parks • Bella Vista • New city library You have been instructed to take ONE picture of something in Lauderdale Lakes that best represents the communi ty. What do you tak e the pi icture of , and whh?y? • Linear Park • City library – Repppgresents progress • Bella Vista development • Picture of the Mayor and City Council Community CitCommunity LLdeader PtiPerceptions PERSONIFICATION OF LAUDERDALE LAKES

What consumer product brand does Lauderdale Lakes most resemble? Why? • Timex Watches : “Not too flashy but they work and they do not cost as much as other watch es” • Chevrolet : “A good product at a fair price.” • Walmart : “It has the same items to offer as any other brand yet is less expensive.” Community Community Leader Perceptions PERSONIFICATION OF LAUDERDALE LAKES If Lauderdale Lakes were a famous ppyerson, who would it be? Why? • President Obama : He was underestimated, determined, tenacious and ultimately successful. He did it and so can Lauderdale Lakes. If we truly want to.” • Robert Downy Jr. : “For a long time he was in the dumps and didn’t care for himself; more recently he has come back alive and is doing very well for himself and his career.” • Rosa Parks : “Because Rosa Parks looked like a shy and unassuming person but when the time came she put aside her fear and shyness and stepped up to the plate to do what needed to be done in the name of humanity.” • Whoopi Goldberg : “Free spirited and has the ability to see disappointments as opportunities.” Community

Understanding Resident Promotion of the Brand

Community Brand Barometer

On a scale of 1 to 10 with 1 being "not at all likely" and 10 being "extremely likely", would you recommend… [living in, conducting business in, visiting]… Lauderdale Lakes to a friend or colleague? Community BdBrand BtBarometer On a scale of 1 to 10 with 1 being "not at all likely" and 10 being "extremely likely", would you recommend living in Lauderdale Lakes to a friend or colleague?

Living in Lauderdale Lakes 14.67% 24.67% 35.61% 43.74% 56.54% 66.54%31.77% Detractors 75.61% 8 12.15% 17.76% Passives 9 14.95% 10 35.51% 50.46% Promoters Community Brand Barometer On a scale of 1 to 10 with 1 being "not at all likely" and 10 being "extremely likely", would you recommend living in Lauderdale Lakes to a friend or colleague?

Living in Lauderdale Lakes 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 12345678910 Detractors Promoters Observations: • 50.46% of residents are Promoters of living in Lauderdale Lakes. 35% gave living in Lauderdale Lakes a score of perfect “10” • Detractors make up 31. 8% of your residents • With only 17% of residents being brand Passives, it is clear that residents tend to be polarized in terms promoting or detracting from the city’s reputation Community Brand Barometer On a scale of 1 to 10 with 1 being "not at all likely" and 10 being "extremely likely", would you recommend visiting Lauderdale Lakes to a friend or colleague?

Visiting Lauderdale Lakes Visiting Lauderdale Lakes 1 6.67% 45.00% 2 0.00% 40.00% 3 6.67% 35.00% 4 5.56% 30.00% 5 7.78% 25.00% 6 6.67% 33.35% Detractors 20.00% 7 5.56% 15.00% 8 16.67% 22.23% Passives 10.00% 9 15.56% 5.00% 10 28.89% 44.45% Promoters 0.00% 12345678910

Observations: • Promoters (44.45%) make up the majority of respondents when considering recommending Lauderdale Lakes as a place to visit. • A score of perfect “10 ” was the highest individual numbered response with 28. 89%. However, the second largest majority gave visiting Lauderdale Lakes a score of “8.” These individuals represent significant opportunity for positive conversion into brand Promoters. Community Brand Barometer

On a scale of 1 to 10 with 1 being "not at all likely" and 10 being "extremely likely", would you recommend conducting business in Lauderdale Lakes to a friend or colleague?

Conducting Business in Lauderdale Conducting Business in Lauderdale Lakes Lakes 45.00% 1 10.23% 40.00% 2 3.41% 35.00% 3 3.41% 30.00% 4 3.41% 25.00% 5 12.50% 20.00% 6 6.82% 39.78% Detractors 15.00% 7 9.10% 10.00% 8 11.36% 20.46% Passives 5.00% 9 6.82% 0.00% 10 32.95% 39.77% Promoters 12345678910

Observations: • Lauderdale Lakes has an equal number of Promoters and Detractors when recommending the city as a place to conduct business. • 32.95% gave conducting business in Lauderdale Lakes a perfect “10” • Passives make up the smallest majority of respondents with 20.46% Community Brand Barometer Lauderdale Lakes has more Promoters, but also more Detractors than the na tiona l average w hen recommen ding the city as a place to live

As a place to live... 60.0% 50.5% 50.0% 46.2%

40.0% 31.8% 31.8% National 30.0% 22.0% Lauderdale Lakes 20.0% 17.8%

10.0%

0.0% Detractors Passives Promoters Community Brand Barometer Lauderdale Lakes falls below the national average of Promoters and above the detractor average when considering it as a place to visit

As a place to visit... 70.0%

60.0% 49.8% 50.0% 44.5% 40.0% 33.4% National 30.0% 25.6% 24.6% 22.2% Lauderdale Lakes 20.0%

10.0%

0.0% Detractors Passives Promoters Community Brand Barometer Lauderdale Lakes scores significantly higher than the national average when recommending the city as a place to conduct bbiusiness

As a place to conduct business... 70.0%

60.0%

50.0% 45.8% 39.8% 39.8% 40.0% 29.8% National 30.0% 24.4% Lauderdale Lakes 20. 5% 20.0%

10.0%

0.0% Detractors Passives Promoters Community BdBrand BBtarometer Brand Advocacy Score = % Promoters – % Detractors Lauderdale Lakes scores below the national averaggge in both recommending the city as a place to live and visit, but scores significantly higher than average as a place to conduct business

Brand Advocacyyp Comparison

30.00% National Score 25.20% 24.20% Lauderdale Lakes Score

20.00% 18.69%

10.00% 11.10%

0.00% ‐0.01% Living Visiting Conducting Business

‐10.00%

‐20.00% ‐21.40%

‐30.00% Community

Understanding Resident Perceptions

Online Community Survey Community Resident Demographics

Which of the following includes your age? Response Answer Options Peecetrcent Under 18 16.2% 16% of respondents are 18 - 24 2.9% 25 - 34 10.5% under the age of 18 35 - 44 11.40% 45 - 54 16.2% 55 - 64 20.0% 65 - 74 13.3% 75 or over 9.5%

Which of the following includes your ethnicity? Response Answer Options Percent Afri can A meri can 44.8% 82% of respondents are Black (of Caribbean origin) 37.1% African American or White (not of Hispanic origin) 14.3% Black of Caribbean Other (please specify) 2.90% origin AiAsian or P acifi ifiIlc Island er 19%1.9% Hispanic 1.9% American Indian or Alaskan Native 0.0% Community Resident Perceptions

Seen primarily as caring, diverse, and Caribbean

If you had to pick one word to describe Lauderdale Lakes, it would be…

3.6% 3.6% 1.8% 3.6% Caring 25.0% Diverse 12.5% Caribbean 18.8% Promising Accessible 13.4% Divisive 17.9% Struggling Other (please specify) Small Community Resident Perceptions

“Central location” and “parks and recreation” are seen as your greatest assets

Lauderdale Lakes' greatest asset is…

1.8% Central location in Broward County 8.8% near I-95 and the Florida Turnpike 9.7% Parks and recreation

37.2% Diversity

25.7% Affordable housing

16.8% Friendly people and close-knit community Other (p lease sp ecify ) Community Resident Perceptions

Most visitors are attracted by family and friends

Most visitors to Lauderdale Lakes are attracted by…

Family and friends

7.4% Parks and Recreation (including 3.5% sports leagues) Community events like Black 32. 4% History Parade or Holiday Tree 10.2% Lighting Friendly, welcoming attitude of 15.7% community 11.1% Ethnic restaurants

14.8% Unifest Celebration

Other (please specify) Community Resident Perceptions

Businesses are attracted by the central location in Broward County

Most businesses in Lauderdale Lakes are attracted by… Central location in Broward County 3.5% 10.2% Available customers (120,000+ pppeople movin gg throu ggh area daily) 11.1% 40.7% Low cost of doing business

17.6% Affordable workforce 14.8% Cityyy services and communit y support Other (please specify) Community Resident Perceptions

Residents most value the central location and parks and recreation

What do Lauderdale Lakes residents value and appreciate most about their community?

9.2% 4.6% Central location in Broward County 23.9% Parks and recreation 11. 9% Affordable housing 18.3% Diversity 15.6% Close-knit, friendly community 16.5% Integrity in government Other (please specify) Community Resident Perceptions

Outsiders view Lauderdale Lakes as a Caribbean community

Lauderdale Lakes' reputation to outsiders is best described as…

Caribbean 3.6% 1.8% 0.9% 8.2% Small and friendly 9.1% 28. 2%2% Diverse Affordable 14.5% 16.4% 17.3% Suburban and average High Crime Poor Other (please specify) Depressed Community Resident Perceptions

Unemployment and attracting retail/dining are seen as greatest challenges

The single greatest challenge currently facing Lauderdale Lakes is… Unemployment and weak job base

8.1% 1.8% 0.9% Attracting major retail and national sit-down restaurants 11.7% 24. 3%3% Perception as poor and unsafe

13.5% Struggling schools 20.7% 18.9% Cleanliness and code enforcement (rental properties) Distinction amon ggg neighborin gg communities Other (please specify)

Traffic Community Resident Perceptions

Improving schools is seen as greatest opportunity

The single greatest opportunity for growth in LddlLauderdale LkL akes iis…

Improving schools 6.4% 3.6% 7.3% Better marketing for the community 27. 3% Mixe d-use dldevelopment 11.8% Development of State Route 7 and 16.4% Oakland Park Boulevard 11.8% Community beautification efforts 15.5% Residential development (more middle class housing) Destination retail and restaurants

Other (please specify) Community Resident Perceptions

Tax incentives for business are seen to have the most economic impact

In your opinion, which of the following additions to LddlLauderdale Lk L akes wou ldld h have th th e mos t t econom i ic impact? 4.9% 6.8% Tax incentives for businesses 11.7% 29. 1% Redevelopment projects and facade programs (SR 7 and Oakland Park) More retail and larger chain 19.4% restaurants 12.6% Residential developments like Bella Vista Pedestrian friendly entertainment core 15.5% Other (please specify) Community Resident Perceptions

Resident believe varied cultures bring unique ideas and flavors to the community

What best describes the impact/influence of LddlLauderdale Lk' L akes 'diit diversity i in th th e commun it?ity?

1.9% 8.4% Varied cultures bring unique ideas 11.2% and flavors to the community 29. 0% Being mutli-cultural presents 12.1% Lauderdale Lakes as a welcoming community to residents and visitors 22.4% While the community is diverse, influence is concentrated with only a few The diverse cultures are not 15.0% integrated well Community Resident Perceptions Lauderdale Lakes best delivers in location and recreation opportunities

On a sca le o f 1 to 10 w ith 1 bei ng "poor deli very" and 10 bei ng "excell ent delivery," how well does Lauderdale Lakes deliver the following attributes?

Good location 8.04 Recreation opportunities 7.51 Overall quality of life 7.07 Welcoming community 6.94 Natural beauty 6.75 Affordable cost of living 6.72 Great place to raise a… 6.64 Business-friendly culture 6.41 Distinct identity 6.23 Great place for young … 6.23 Skille d workforce 5985.98 Good K-12 education … 5.92 Vibrant downtown 5.28 Employment opportunities 5.27

1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00 10.00 Community Resident Perceptions OPEN-ENDED QUESTIONS

What in Lauderdale Lakes are you most proud of? • Parks and recreation, the community, the people, diversity and the government

What does Lauderdale Lakes look like in 10 years? • Residents believe it will look better, more like a city, more diverse and beautiful

In your opinion, what is the best way for Lauderdale Lakes to better promote the community? • Local media and community initiatives Community

Consumer Competition How have we learned about Lauderdale Lakes Consumers?

• In-Market Trip – Intercept Interviews – Stakeholder Interviews – Focus Group Consumer • Consumer Awareness & Perception (CAP) Study • Perception Studies Consumer

Understanding Lauderdale Lakes Consumers

Community Tapestry Profiling Consumer

Community Tapestry “Who” Report

Profile of Broward County (excluding Lauderdale Lakes) Consumer LifeMode Breakout As with the Lauderdale Lakes resident profile, Senior Styles is the most represented LifeMode. However, Broward County also has High Society and Upscale Avenues in the ir top three, whihihch are the wea lt hiest and most educate d Life Mod es

Tapestry LifeModes | Lauderdale Lakes vs. Broward County Residents

L01. HiHigh h SSitociety

L02. Upscale Avenues L03. Metropolis L04. Solo Acts L05. SSienior StStyles l

L06. Scholars & Patriots L07. High Hopes L08. Global Roots L09. FamilFamily PortraitPortrait

L10. Traditional Living L11. Factories & Farms L12. American Quilt

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%

Lauderdale Lakes Residents Broward County Residents Consumer Tapestr y Segments Lauderdale Lakes and Broward County share few Segments in common with Broward County skewing to the left, more affluent side of the chart

Ta p e s t r y S e gme n ts | Lauderdale Lakes vs. Broward County Residents 30.0% Top Segments: Descriptions to follow

25.0% 1. 30 Retirement Communities (11.6%) 2. 04 Boomburbs (8.6%) 3. 43 The Elders (6.6%) 20.0% 4. 36 Old and Newcomers (6.1%)

15.0%

10.0%

5.0%

0.0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65

Lauderdale Lakes Residents Broward County Residents Consumer Segment Spotlight 30 Retirement Communities (11.6%) • Single-person households and married-couple families with no children. • Median age is 50.3 years and median HHI is $44,400 . • They spend their time playing golf, horseback riding, gambling in Atlantic City or playing a musical instrument. • They love to spend time with their grandchildren and spoil them. • Good health is a priority for the Retirement Communities population so they see their internists regularly, use Weight Watchers, use a stationary bike and take dietary supplements. 04 BbbBoomburbs (8. 6%) • Newest additions to the suburbs; younger families with a busy upscale lifestyle. • Many work outside their resident county; 36% cross county lines to work ((pcompared to 24% percent for the U.S. ) • Median age is < 34 and median HHI is $120,000++ • Little ethnic diversity; population is predominantly white • Product preferences reflect suburban lifestyle • Boomburbs drive SUV’s and are active; favor golf, tennis and swimming. • Buy food at upscale grocery stores like Harris Teeter. Technically savvy Consumer SegSegmentment SpotSpotlightlight 43 The Elders (6.6%) • Mainly retirees. Median age of 73 and median HHI of $37,000. • Favor communities designed for senior living. • Enjoy golfing and eating out. Pay attention to their diets and require prescription drugs for health conditions. • With the freedom of retirement, many enjoy traveling. • Watch television, especially cables news programs such as CNN and Fox News. Read the newspaper regularly, but not magazines. Make long-distance telephone calls to friends and families. 36 Old and Newcomers (6.1%) • Spread throughout metropolitan areas of the United States, neighborhoods of Old and Newcomers sustain a lot of transition. More than half of the residents moved in the last five years • Populated by renters who are starting their careers or retiring. • Householders are either in their twenties or over 75, the median age is 36 years. The median HHI is $40,400. • Purchasing preferences reflects their unencumbered lifestyles. • Compact cars are popular to fit the needs of the nonfamily households. • They love reading books and have the highest readership of any segment. • They play racquetball and golf, as well as jogging or walking. Age is not always obvious from their choices. Consumer To p Tapestr y Segments The Segments highlighted in green are commuter Segments Toppyg Broward County Segments % of Population 1 30 Retirement Communities 11.60% 2 4 Boomburbs 8.60% 3 43 Elders 6.60% 4 36 Old and Newcomers 6.10% 5 28 Aspiring Young Families 5.30% 6 24 Main Street USA 5.10% 7 13 In Style 4.40% 8 16 Enterprising Professionals 4.20% 9 52 Inner City Tenants 4.00% 10 38 Industrious Urban Fringe 3.80% 11 6 Sophisticated Squires 3.70% Total 63.40% Consumer To p Tapestr y Segments

Top Tapestry Segments | Lauderdale Lakes Residents

65. Social Security Set 4% 3% 3% 6% 60. City Dimensions Lauderdale Lakes’ low 7% 25% 34. Family Foundations diversity across Segments is 51. Metro City Edge 8% 45. City Strivers especially evident when 20% 58. NeWest Residents 57. Simple Living compiparing the percen tage 9% 15% 28. Aspiring Young Families of the “other” categories 18. Cozy and Comfortable 19. Milk and Cookies with the Broward County OTHER profile. 100% o f Lau der da le Top Tapestry Segments | Broward County Residents Lakes’ residents fit neatly 30. Retirement Communities 04. Boomburbs into 10 Segments. Broward 12% 43. The EldElders OTHER 9% 40.3% 36. Old and Newcomers County has 40.3% fall ing in 7% 28. Aspiring Young Families 6% the “other” category outside 24. Main Street, USA 5% 4% 5% 13. In Style the top 10 Segments. 4% 4% 4% 16. Enterprising Professionals 52. Inner City Tenants 38. Industrious Urban Fringe OTHER Consumer

Understanding Consumers’ Lifestyle

Communityyp Tapestry “What” Report Consumer Consumer’s Lifestyle

Once segments have been identified, we can draw conclusions about consumer habits and lifestyle preferences.

Higher than average income dictates many consumer preferences:

• Leisure & Travel – Residents often visit Disney World and Universal Studios Florida. Fairly likely to take 3+ domestic flights per year • Lifestyle – Slightly more likely to play golf and tennis. Shop at Harris Teeter, Giant and Publix • Auto – Likely to have an SUV and rent cars for personal use • Finances – Likely to own high valued stock, 401k retirement savings and own a money market account • Computers and Electronics – Likely to use internet daily, track investments and make travel purchases online. • Dining – Often choose Don Pablo’s, Fuddruckers, Red Robin, and Jack in the Box. • TV, radio, books – Watch the Golf Channel, listen to Hispanic radio and read airline magazines. Consumer Consumer’s Lifestyle Data includes national chains that may not be present in your region but represent the type of consumer behavior likely. Watch Read Category Index Category Index Watched last week: Golf Channel 154 Read airline magazines 159 Watch Syndicated TV (M-F): Inside Edition 135 Read computer magazines 127 HH subscribes to digital cable TV 127 Read business/finance magazines 126 Watched last week: E! 126

Listen Grocery Category Index Category Index Radio format listen to: Hispanic 175 Shopped at grocery store/6 mo: Harris Teeter 187 Radio format listen to: classic hits 136 Shopped at grocery store/6 mo: Giant 161 RdifRadio format tlit listen t o: sport s 136 Shopped at grocery st ore/6 mo: P ubli x 152 Radio format listen to: soft adult contemporary 135 Used whole coffee beans last 6 mo: Starbucks 152 Radio format listen to: all talk 133 Shopped at grocery store/6 mo: Piggly Wiggly 73 Radio format listen to: news/talk 131 Shopped at grocery store/6 mo: IGA 70

Leisure Restaurant Category Index Category Index Visited Disney World (FL)/12 mo: Magic Kingdom 146 Fam rest/steak hse last 6 mo: Don Pablo`s 148 Visited Universal Studios (FL) in last 12 months 143 Fast food/drive-in last 6 mo: Fuddruckers 146 Visited Disney World (FL)/12 mo: MGM Studios 140 Fam rest/steak hse last 6 mo: Red Robin 146 Visited Disney World (FL)/12 mo: Epcot Center 137 Fast food/drive -in last 6 mo: Jack in the Box 145 Attended movies in last 90 days: once/week or more 134 Fast food/drive-in last 6 mo: Chick-fil-A 145 Attended horse races in last 12 months 132 Fam rest/steak hse last 6 mo: Ryan`s 69 Consumer

UdUnderst andi ng OOtidutside Percepti ons

CONSUMER AWARENESS & PERCEPTION STUDY Conducted in Broward County (excluding Lauderdale Lakes) Consumer CAP Study DEMOGRAPHICS

Which of the following includes your age? Which of the following levels matches Response your total household income? Answer Options Response Percent Answer Options 18-24 1.1% Percent 25-34 21.9% $24,999 or less 5.7% 35-44 25.1% $25,000 - $34,999 34%3.4% 45-54 22.5% $35,000 - $49,999 14.3% 55-64 23.0% $50,000 - $74,999 26.3% 65-74 5.9% $75,000 - $99,999 22.3% 75 or over 0.5% $100,000 + 28.0%

Which of the following best describes your race? Gender Response Response Answer Options Answer Options Percent Percent Caucasian 66.1% Female 66.0% African American 12.4% Hispanic 12.4% Male 34.0% Black of Caribbean or Latin 3.8% descent Other (please specify) 3.2% Asian or Pacific Islander 2.2% Consumer CAP Study TOP OF MIND PERCEPTIONS

What adjective best describes Lauderdale Lakes? • Small (29.8%), diverse (21.7%), Caribbean (16.2%)

What comes to mind when you think of the following locations? • Lauderdale Lakes: Nothing/don’t know (30.1%), small town, suburb, bad area • Ft. Lau der dal e: Beach es, sunshi ne, restaurants, tour ists, n ig ht life • Coral Springs: Affluent, shopping, families • Plantation: Broward Mall, shopping, nice neighborhoods, family and friends • Margate: Nothing, senior citizens, many homes • Lauderhill: Nothinggg, bad neighborhoods, g hetto • Sunrise: Sawgrass Mills Mall, shopping, retirement community Consumer CAP Study VISITATION TRENDS

Vis itor Frequency: • 67% of the respondents had visited Lauderdale Lakes in the past three years. Of those, over 43% have visited 5 or more times in that three year time span.

Primary Trip Purpose: Primary Purpose of Trip

Stop over on the way to somewhere • 38.2% stopped over on the way to 38.2% else somewhere else as their primary Business 17.6%

purpose of trip Other (please specify) 16.8%

Visit family/friends 16.0%

“Other Responses” – Passing through, Parks and recreation or sports league 69%6.9% shopping Attend a special event 4.6%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% Consumer CAP Study ATTRIBUTE RATINGS

Using a scale of 1 to 10 with one indicating “poor” and 10 indicating “excellent” how would you rate the following regarding Lauderdale Lakes, Florida?

Parks and recreation 4.60 Restaurant offerings 4.48 Convenience of retail 4.37 Overall value 4.29 Appearance of the city 4.26 Place of interesting flavors 4.24 Shopping options 4.18 Special events 4.17 Social gathering spots 3.93 Arts and cultural offerings 3.88

12345678910 Consumer CAP Study MOST DISTINGUISHABLE ASSET

Using a scale of 1 to 10 with one indicating “least distinguishable characteristic” and 10 indicating “most distinguishable characteristic” how would you rate the following characteristics in Lauderdale Lakes?

Intersection of State Road 7 and Oakland Park Blvd. 6.21

A diverse community 5.42

Caribbean culture 5.18

Friendly, family‐oriented community 4.41

Central location in South Florida 4.36

Strong business district 4.26

A town with great sports, parks and recreation 4.25

1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00 10.00 Consumer CAP Study 22.4% travel on State Road 7 or Oakland Park Boulevard through Lauderdale Lakes on a regular basis – 39. 2% said they were commuting When you travel to or through Lauderdale Lakes, do you stop at retail establishments and/or restaurants? – Do not stop in Lauderdale Lakes: 65.8% – Both restaurants and retail: 14.2% – Retail establishments only: 11.1% – Restaurants only: 8.9% In each of the following categories, what types of businesses would cause you to stop in Lauderdale Lakes? – Restaurant/bar: Fast food (9.5%), ethnic restaurants (Caribbean and others) (8.3%) – Grocery/specialty Food Store: Publix (24.4%) , Jamaican grocery store (7.3%) , Winn Dixie (7.3%), Walmart (7.3%) – Retail outlet: Walmart (20.3%), a mall (5.1%), Target (6.33%) – Service type business: Gas station (20.3%), doctor’s office (4.8%) – Convenience business (not quick marts): None (23.6%), gas station (12.5%), Walmart (4.2%) Consumer CAP Study Do you associate Lauderdale Lakes with…? • Caribbean culture: Yes (()43.8%) • Music and art: Yes (10.5%) • Sports: Yes (12.7%)

Other facets of the community • Only 8.3% had attended a youth or adult league sports event in Lauderdale Lakes. • Only 3.1% of respondents have attended UniFest in the past – Respondents said it was memorable. One person said he did not feel welcomed as someone of non-Caribbean descent • 20.4% Have heard of Black History Month events in Lauderdale Lakes – 12.5% have attended one of those Black History Month events • 33% (the largest majority) of respondents ranked Lauderdale Lakes as the second most danggyerous city. 50% of resp ondents felt that Lauderhill was most dang erous. (Lauderhill, Lauderdale Lakes, Ft. Lauderdale, Sunrise, Margate, Plantation, Coral Springs) Consumer CAP Study

Only 7% stated that they are aware of improvements being done to the city

• Some of the improvements acknowledged include: – Building a new library along Oakland Park Blvd. – “Oakland Park Blvd being repaved and adding new islands, irrigation and plantings” – Streets were widened and repaved and hurricane street lights were installed – New parks – Sports park

• Suggested improvements include: – “Refurbish and attract higher profile, well-known vendors to shopping areas; beautify higher-traffic areas; schedule events encouraging more diversity” – Clean up the city – Crime reduction Consumer CAP Study Is Lauderdale Lakes, Florida a place you would consider living? – 94.6% said it is not a place they would consider living • Negatives – Crime rate is high there – do not see it as a family-friendly area where I would want to raise my family – I live in a better city – Lack of amenities and safety. Also it is not aesthetically pleasing to the eye • Positives – I would consider living at Lauderdale Lakes because of the cultural diversity it In your opinion, what is missing from Lauderdale Lakes? – Cleanliness – Many know very littl e ab out it and said more ad verti si ng would hel p – Newer development- retail, housing Consumer

Understanding Stakeholder and Economic Development Perceptions

PERCEPTION STUDY

Business and Community Leaders in Lauderdale Lakes State and Reggpypional Economic Development & Community Development Officers Consumer Perception Study LAUDERDALE LAKES STAKEHOLDERS AND STATE/REGIONAL PROFESSIONALS Stakeholders State/Regional Professionals Caribbean African American Transitioning International Mom and pop shops Vibrant, emerging, teeming Retirees/snowbirds Committed to improving, collaborative, growth-oriented Progressive Same as many others, insignificant, underdeveloped Adjectives Major intersection, pass through, central location Downtrodden, congested Unknown, no reputation

Community involvement Caring people committed to growth Redevelopment efforts Entrepreneurial, multi-cultural businesses Library Location, State Rd 7 & Oakland Park Blvd, improvements, Community Center Canals, Cricket Stadium Assets Parks and recreation Strong leadership: City Manager, CRA Staff & Board, Mayor, Council Convergence of opportunity International reputation (Canada(Canada, Caribbean, others) Home to many county leaders, teachers, firemen, educated class

Outreach Sustain and empower more community involvement Promotion Continued visioning and planning Larger businesses Significant, interesting retail Add to Advocacyyg from government Concentrate retail densityyp and develop reasons to sto p Lauderdale Lakes Business friendly practices/community Increase skills and education of workforce Create basic industry to own in marketplace Positive image

Insular behavior In fighting between groups Loiterers Public squabbles between government officials (resolve and 1 voice) Uns kille d/idle youth Slfih/tSelfish/terr itilitorial bibusiness owners Take Away from Over-retailed area (concentrate density to free land for development) Lauderdale Lakes Stretch of ugly strip malls Blight, rundown buildings, vacancies Unattractive city appearance Consumer Perception Study LAUDERDALE LAKES STAKEHOLDERS AND STATE/REGIONAL PROFESSIONALS Stakeholders State/Regional Professionals Effective curbside signage Signage Attractive./interesting design concepts Destination attraction Add to State Rd 7 Good supermarket Interesting entertainment with programming & Oakland Park Convenient public transit Grocery, shopping and dining not mirrored in neighboring cities Blv d Entertainment Public transit hub

Commercial Vacancies Funding, tax pressures Little local support for businesses Negative perceptions: crime, unsafe, uneducated, nothing to offer Perception as unsafe area Hometown democracy initiative 2010 referendum Lauderdale Lakes and Greater Caribbean Chamber are not Leadership often copying others, needs to take risk & do the unique aligned and complementary UniFest not known outside Caribbean community, not unique Some businesses don’t identify themselves as Lauderdale Lakes Confusion with Lauderhill Challenges but as Fort Lauderdale instead Location not on major expressway, no proximity to industry clusters Available land for development Crime Too much land devoted to CRA, should divest some to get more money moving in community, release chokehold

Shipping/distribution Entertainment production Medical/healthcare High tech and data Warehousing Retail Business best Warehouse/distribution suited Need to create a There for pppeople to g o to Nothing in particular

Not a desirable place to live Most unaware of where Lauderdale Lakes is Low income Minority community Rundown Low income Poorly maintained shopping plazas Lots of potential Outsiders Loiterers Nice, well run black city Unsafe Unaware Not easy to do business Consumer Perception Study LAUDERDALE LAKES STAKEHOLDERS AND STATE/REGIONAL PROFESSIONALS

Stakeholders State/Regional Professionals Upwardly mobile attitude Funding, PR problem that communities don’t spend $$ wisely Good supermarket No reason to go or stop Ability to embrace potential Envisioned identity that is unique Missi ng EiExtensive youth programmi ng Town center, regiilonal attraction, diidestination retail Community support East/West public transport in Broward County Available land for development

Commercial and residential investment and development State Rd 7 & Oakland Park Blvd development (not a mall experience) Publicity of affordable community Focus on unique interests and multi-cultural density Multi-ethnic shopping mecca Concentration of internainternationationall interests: dining, shopping, fun, destination grocery (like Publix Sabor concept), entertainment Incorporate lakes in redevelopment Create a more dense urban center South Florida mass transit plans Opportunities Draw traffic with stronger job base Small business diversity (focus on international arena) Foreign Trade Zone, import/export training Import/export entrepreneurs reaching international markets Entertainment production, soundstages, digital animation studios St Rd 7 tourist enjoyment between Hollywood and Coconut Creek

Caribbean segment networks together No association with Caribbean Caribbean population and African Americans don’ t always Great asset, should capitalize on it more collaborate Caribbean Fest is in Lauderhill Caribbean Culture Lack of trust between two groups

Cross-section of cultures Uniqueness Caribbean, Afro-American,,J Jamaican , Indian , Chinese , Thai , Central location Only Lauderdale Vietnamese, Arabian, Trinidadian Successful African American city Lakes Offers Significant immigrant community Diversity within black community Affordable sports for youth Nothing (same as so many others) Consumer Perceppytion Study LAUDERDALE LAKES STAKEHOLDERS AND STATE/REGIONAL PROFESSIONALS “Lauderhill gets our positive headlines and we get their negative ones.”

“Broward cities all run together and are all referred to as Fort Lauderdale. They blend; you never know when you’ve left one and entered another.”

“Crime is exaggerated. We don’t see many gun or knife injuries in our ER.”

“African American and the Caribbean population want the same things but can’t seem to work together.”

“State Road 7 is looking fabulous!”

“Great traffic. Don’t have to create the traffic. Just have to develop and publicize reasons to stop.”

“Our sports programs are popular regardless of race or nationality. White kids from Davie and minorities from West Palm.” Consumer Perceppytion Study LAUDERDALE LAKES STAKEHOLDERS AND STATE/REGIONAL PROFESSIONALS

“Showing me a shopping center and telling me I can do what I want with it tells me Lauderdale Lakes is desperate.”

“Lauderdale Lakes needs to make a statement with its main intersection. The look is more important than the use.”

“The city made a decision to be like somewhere else rather than being themselves.”

“Find your schtick. And promote the hell out of it.”

“Ethnic-centric activity is a great opportunity. Cheaper than going to the islands.”

“Outside perception is one of little security. Lock your doors.” Consumer Perceppytion Study LAUDERDALE LAKES STAKEHOLDERS AND STATE/REGIONAL PROFESSIONALS “State Road 7 is like the I-95 of Broward County but you can pull on and off easily.”

“Delray Beach should be a model for Lauderdale Lakes. All efforts and entities work together. One voice. One team.”

“Too many of the cities in redevelopment used the same or similar consultants; all the plans look the same and so will the cities. Lauderdale Lakes needs to focus on the unique and different. Corridor communities have to distinguish themselves. Find a way to make those cutesy Mediterranean buildings unique.”

“Lauderdale Lakes amazingly has no real ghetto.”

“City leadership needs to get out of the weeds and focus on the big picture.”

“There’s nothing wrong with being the bedroom. Lauderdale Lakes can enjoy good tax base and promote quality of life and affordable housing.” Community

Consumer Competition How do we know about Lauderdale Lakes’ Competition?

• In-Market Trip – Intercept Interviews – Stakeholder Interviews Competition – Focus Group • CAP Study • Research & Materials Audit • Perception Study Competition

Understanding How Your Competition Communicates

Competitive Analysis Competition Identifi e d Competit ors FROM SITUATION ANALYSIS & RESEARCH

Identified competitors: • Ft. Lauderdale • Coral Springs • Plantation • Lauderhill • Sunrise • Weston • Miramar • Margate Competition Identified Competitors Ft. Lauderdale, “Venice of America” Distance: 8 Miles Southeast • The largest of Broward County's 30 municipalities and the seventh largest city in Florida • Home to Broward Community College, Florida Atlantic University, Florida International University, the award-winning Broward County Main Library, federal, county and school district offices Tourism • One of Florida’ s premier tourist destinations • 10.35 million visitors annually • Awarded “Best gay resort town” • Home to the picturesque Riverwalk and Las Olas Boulevard Economic Development • 100 Best Places to Live and Launch by CNN Money • One of the top 10 most “fiscally fit” cities in America • Hosts a 600,000-square-foot convention center • More than 40% of local businesses engaged in or supporting iilinternational commerce • The Fort Lauderdale metropolitan area foreclosures increased 127.4% from 2006 to 2007 • Fort Lauderdale ranks fourth in the list of top 10 metropolitan areas ranked by foreclosure filings per household for the third quarter of 2007 Summary • Strengths: Strong tourism industry and growing industry • Weaknesses: Hit hard by the subprime lending crisis Competition Identified Competitors

Coral Springs, “Community of Excellence” Distance: 12 Miles North

Economic Development • The city reached residential build-out in 2003 and is very close to a commercial build-out • 27th best city in the United States in which to live by Money Magazine • 10th safest city in the US by Morgan Quitno • Voted 100 best communities for kids by America’s Promise • The city has twice received the Florida Sterling Award for excellence in administration • In 2007,,pg Coral Springs became the first state or local government in the nation to receive the Malcolm Baldrige National Quality Award • Real estate values in the city are significantly higher than the county as a whole • Fitch, Moody's, and Standard & Poor's rate Coral Springs bonds as AAA. • Lowest city tax in Broward County of cities with more than 70,000 people General • Strong social media: The city is on both Facebook and Twitter Summary • Strengths: Family-friend city, Fiscally savvy government, • Weaknesses: Few tourism efforts, weak website Competition Identified Competitors Plantation, “The grass is greener” Distance: 5 Miles South Tourism • 42 parks and playgrounds, 6 golf courses including the City’s own Plantation Preserve Golf Course and extensive recreation programs for children • Plantation City Hall was the backdrop for part of the film There's Something About Mary • Broward Mall Economic Development • The Midtown District – Home of more than 50 Fortune 500 companies including DHL, American Express, and Tradestation. Hosts “LEED ” Super Class A offices. (US Green Building Council Member) • Many schools have received the "Five Star School Award" from the Florida Department of Education • Home to American Intercontinental University and the University of Phoenix • High household income:: Plantation: $53,700/Broward County: $41,700 Summary • ShStrengths: Growing indldustrial complexes • Weaknesses: Weak tourism efforts and limited economic development promotion Competition Identified Competitors Lauderhill – No recognizable brand Distance: 3 Miles North • 33.65% of Lauderhill's population was born outside of the United States. 24.63% were born in the Caribbean • Lauderhill had the third highest percentage of Jamaican residents in the United States • All-America City Award

Economic Development • City facilities include several award winning parks, the Lauderhill Sports Complex, two community centers, two public swimming pools, bridge clubs, scrabble clubs, dance nights, dive-in pool evenings • The City of Lauderhill has been approved to receive $4,293,288 in emergency assistance from the Department of Housing and Urban Development (HUD) through the Community Development Block Grant ; Lauderhill CRA plans include Carishoca mixed-use Caribbean development, All Americas Cultural Mall, Gospel Center • Strong public transportation system

Summary Strengths: Focused on city redevelopment Weaknesses: No identifiable tourism or economic development Competition Identified Competitors

Sunrise, “Rise and shine with Sunrise” (Not wide-spread) Distance: 5 Miles West

Tourism and Economic Development: • Home of Sawgrass Mills Mall: – 272.7-million-square-foot shopping Mecca welcomes approximately 25 million visitors each year, making it the state's second-biggest tourist attraction after Disney World • Home to the BkAtltiBankAtlantic Cen ter, a 2020000+,000+-seat, $225 million multi-purpose venue. This world-class facility. Hosts more than 100 major entertainment events annually • Home of the Florida Panthers NHL Team

Summary Strengths: Huge mall and BankAtlantic Center Weaknesses: Does not actively promote its strengths Competition Identified Competitors

Weston – “Foundation for our Future,” “Planting seeds for the future” (unclear if either is actually the city’s tagg) line) Distance: 17 Miles West Economic Development • In 2008, Money Magazine ranked Weston as the 73rd best place to live in America, making it the best place to live in the state of Florida • In 2006, Money Magazine ranked Weston 20th in America in the "Biggest Earners" category • It was also ranked as the cityygjg with largest job growth in Florida and 18th largest in the nation • Due to it being a fully planned community, local realtors often state that "everything is located exactly where it should be” • According to the 2008 CNN Money estimate, the median income for a household in the city is $91,148 • All public schools in Weston have been given an “A” rating based on their FCAT scores for 4 years running Summary • Strengths: Many city awards and strong schools • Weaknesses: Weak tourism effort, no consistent brand Competition Identified Competitors Miramar, “at the center of everything” not widely used Distance: 14 Miles South Tourism • Borders the Everglades National Park Economic Development • Miramar had the fifth highest percentage of Jamaican residents in the US, with 15.4% of the populace • Spirit Airlines is headquartered in Miramar • 100 of “America’s Best Places to Live” by Money Magazine for 2008 • Strong redevelopment and beautification programs

Margate – No recogniza ble bdbrand Distance: 6 Miles North Tourism • The City is home to 105 acres of parks including the Calypso Cove Aquatic Facility, a water park opened in 2005 that has received national and international recognition for excellence in design Economic Development • Margate Community Redevelopment Agency: A Progressive city beautifi cati on and bbiusiness recruit ment program Strengths: Focused on city redevelopment Weaknesses: No identifiable tourism or economic development Insights

Conclusions based on research Insights Insights

“I began to see the marvelous gift and the great benefit of my experience. I act as a kind of bridge. I bring together in my person, and hopefully in my work, many cultures.”

-- Paule Marshall, American writer with roots in Barbados Insights

Lauderdale Lakes serves as a bridge that bringggs together many of the cultures of the world. Insights

"Diversity is the magic. It is the first manifestation, the first beginning of the differenti ati on of a thing an d o f simple identity. The greater the diversity, the greater the perffiection."

-- Thomas Berry, cultural historian Insights

Diversity truly is the magic in Lauderdale Lakes.

Your community is like a metaphor for many of the cultures of the world – a microcosm of the welcoming philosophy that has distinguished the United States. Insights Insights

• Research points to diversity as an asset – “What we have that other communities don’t have is a cross-section of cultures: Caribbean, Afro-American, Jamaican, Indian, Chinese, TiiddiTrinidadian, Arabi an, IihIrish, German, Canadi an; a significant immigrant community.” – Perception Interview Insights Insights • Diversity as an asset – Outsiders who said they would consider moving to Lauderdale Lakes cited cultural diversity as the reason. – Ethnic restaurants and groceries are named as top attractions. – Residents sayyy diversity is one of the communit ypy’s top assets and the thing they are most proud of. – Stakeholders point to diversity coupled with vision as the community’s hope for the future. It attracts talent and leads the city. Insights Insights

• Diversity as an asset – Caribbean culture is a significant part of your diversity. – Caribbean itself is multi-cultural. – Caribbean Americans live throughout Broward County. Insights Insights

And when your community offers so much international flavor, why limit the palate to a single taste! Insights Insights

In fact, Lauderdale Lakes is much like fusion cooking. You are: – ElEclect ic – Original – A combination of flavors – A variety of ingredients – Familiar yet nontraditional – Always experimenting, improving. Insights Insights • Eclectic – International restaurants are a top attraction – International sports such as cricket, rugby and netball are found alonggp with traditional American team sports – Festivals feature a multicultural musical experience – Events like Black History Month celebrate cultural differences – Religious freedom is celebrated with choice ranging from Methodists to Muslims – Multiple languages are spoken throughout the community • 60 languages represented in schools (heard during In-Market) •Many busin esses are mu lt i-lingual incl udin g hosposptaital wwchich is hiring docs who speak Spanish and Creole. Insights Insights • Original – The intersection of so many unique ideas and flavors has created a one-of-a-kind community – Unrivaled youth sports leagues with the lowest fees in the region – Unique food including Middle Eastern bakery and Halal grocery – Original location of Broward Meat and Fish, a destination grocery – One of the leading CRAs in South Florida with visionary planning. Insights Insights • A combinati on of flavors – Spicy music, food and personalities – Sweet, friendly and welcoming residents – Zesty leadership that is willing to fight to make things better – Peppery economic development that works hard to enhance and heat up development opportunities in the area – Salty natural greenspaces and fresh waterways throughout the community providing natural beauty and enjoyment. Insights Insights • A variety of ingredients – The meat and substance are your warm, interesting, hardworking, diverse residents – The vegetables and greens are the programs/initiatives in place that improve the health and welfare of residents including parks and recreation, schlhools, city library, city government and community events. –The sppygyice that flavors everything is your diversity – The sauce that brings it all together is central location in Broward County (I/95/Turnpike/SR 7/Oakland Park Blvd). Insights Insights

• Fam iliar, yet non-tditiltraditional – For the many residents – including a significant iiimmigrant populilation – whho call LLdauder dal e Lakes home, there is the comfort and familiarity of their original culture. The food, the religion, the music are as close as the next block. – But as these many cultures fuse and assimilate they create a unique dish that offer an entirely new rendition of the familiar flavors. Insights Insights • Alwayyps experimenting gp, improving – In fusion cooking, the possibilities for combining, improving and changing are endless. – Current leadership in Lauderdale Lakes feels the same about their community. They are willing to explore new ways for a better outcome including: • This bran ding in itia tive • Infrastructure improvements including new library, Oakland Park Blvd and St Rd 7 streetscapes, widened streets, hurri cane stree t lihtlights, new par ks, spor ts par k, bus she lters • Designation as both a Tree City USA and a Playful City USA. Insights Insights

“Variety is the very spice of life. That gives it all its flavor.” – William Cowper, English poet Insights Insights And that is what makes Lauderdale Lakes unique. The wide variety of cultural influences have fused to create a community where flavors are spicier, richer, more colorful. Where life is eclectic and interesting. Where opportunity is available to all and comes in all shapes and forms.

Lauderdale Lakes naturally has flavors many only dream about. Just a bit of salt can bring out those flavors and keep the city from the dangers of the bland sameness that others battle daily. Lauderdale Lakes Brand Positioning Platform

Target Audience: For hardworking people committed to community involvement,

Frame-of-Reference: Lauderdale Lakes is an affordable, accessible city in the center of Broward County

Point-of-Difference: where cultures intersect

Benefit: for a fusion of flavors that makes life more interesting. Lauderdale Lakes Brand Platform Rationale

Target Audience: For hardworking people committed to community involvement, •Lauderdale Lakes is home to people with a strong work ethic and interest in elevating their community. Many Broward County leaders and community role models live in Lauderdale Lakes, reasons to attract more.

•Attracting civic-minded people will bring the community closer. Schools will improve with more parental involvement.

•Peopl e and busi nesses are att ract ed to communiti es that are connect ed and active, communities in which all perspectives are welcome.

•The level of engagement is directly proportionate to pride and progress. Creating brand ambassadors is key to furthering a new brand. Lauderdale Lakes Brand Platform Rationale

Frame-of-Reference: Lauderdale Lakes is an affordable, accessible city in the center of Broward County

•Right between I-95 and the Florida Turnpike with easy access thhhroughout SShouth FlFldorida

•Located on State Road 7 at Oakland Park Boulevard in the exact center of Broward County; State Road 7 is a major artery in South Florida

•Housinggp prices did not become as inflated in Lauderdale Lakes; homes are more affordable in Lauderdale Lakes than elsewhere in Broward Co.

•Cost of living is lower, an affordable alternative in South Florida. Western suburbs are building out, fueling redevelopment back East. Lauderdale Lakes Brand Platform Rationale

Point-of-Difference: where cultures intersect •Afr ican Amer ican, Jamai can, Cana dian, HHiiaitian, HiHiispanic, BbdiBarbadian, IihIrish, Bahamian, German, Syrian, Trinidadian, Chinese, Lebanese, Thai, Indian, Vietnamese, and many more. Not just Caribbean but international.

•Diverse cultures bring all of their traditions, food, music, arts, sports, and faiths with them. Only Lauderdale Lakes can offer Broward County this concentration of unique cul tures in one accessibl e locat ion, a commun ity that welcomes all and encourages individuality.

•Major roads come together in Lauderdale Lakes along with the travelers on them. The roads bring 120,000+ motorists through daily.

•Many things beyond culture intersect here: strong leadership ideas, inclusive political structures, commerce/distribution, canals/greenways. Lauderdale Lakes Brand Platform Rationale Benefit: for a fusion of flavors that makes life more interesting. •Have you ever enjoyed a marvelous meal where you assembled the perfect bite when all of the flavors mingled for the ultimate taste? That is analogous for life in Lauderdale Lakes. Flavorful. Smile-inducing. Satisfying. Rewarding.

•The diverse cultures offer residents many unique opportunities for discoveryyp. That “same old” has no place here. You don’t have to travel far in Lauderdale Lakes to taste the world, whether purist preparations or cross-cultural blends. It may be across town at Broward Meat and Fish or acoustic hymns next door at your neighbors. People will drive far to experience authenticity. It’s here. You just have to package and promote it including PR, marketing, large-scale events, and other implementation efforts.

•There is a richness that is inherent in a life in Lauderdale Lakes. That unique place in the road. Lauderdale Lakes Brand Positioning Platform

Target Audience: For hardworking people committed to community involvement,

Frame-of-Reference: Lauderdale Lakes is an affordable, accessible city in the center of Broward County

Point-of-Difference: where cultures intersect

Benefit: for a fusion of flavors that makes life more interesting. Next Steps

• Approval of Brand Platform • Development/Approval of Written Creative Concepts •Development of Creative Elements -Logos, Strapline, Creative Expressions of the Brand • Assembly of Final BrandPrint Report • Final Presentation and Deliverables Lauderdale Lakes, FL BrandPrint Understanding & Insights Presentation