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 publiblitication for the resididtents • 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 • Prou d of diversit y; 60 languages spoken at Boyd And erson High Sch ool ; great food and music • 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 perceive d 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 refbihdfurbished 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