WS Item 6 QSouthlake Texas
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Brand Development Program
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A CHARISMATIC BRAND is any product,
service, or organization for which
people believe there's no substitute.
2
A CHARISMATIC BRAND is any product,
service, or organization for which
people believe there's no substitute.
3
Relevant Experience
CONFERENCE &
A4, VISITORS BUREAU THE WEST 1 N valra va"RIJ
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ARUBA RESORT � CASINO
ARUBA The fhamber b Tourism Bureau
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TMc ROSE DISTRICT MAW HOTELS & RESOR - S
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Brand Development Process & Methodology
------- ---------------------------------------- ---------
Immersion Ideation Execution Deployment Stewardship
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Goals
♦,�� rNA,oy City of Southlake — Tourism Strategy Map
c, Enhance the quality of life for residents and the sustainability of City businesses through the
promotion o.f the tourism, convention and hotel industry in the City.
n K City's Focus Quality Partnerships &
' Areas: Development Volunteerism
- •
C2 Provide C4 AttiALt&keeptup 81 Achieve 82 CulldbocatW 83 En wee! 85 Enhdnce B6
travel tier businesses to best-in-class with select resident quality service delivery
'r�! r1G Optimize
convenience drive dynamic& status in all partners to of life& through continual use of
within the City& sustainable economic City implement business vitality process tochnnloey
Clty's Critical Business region environment disciplines service solutions through tourism improvemerrt
Outcomes 10F IF'
C6 Enhance sense of F1Adhereto L1 Ensure our L2 Enhance L4 L5Empower
community by providing financial leadership develop& Recognize informed
people understand
excellent customer service mana.-ement capabilities retain a &reward decision-making
CB01 — Continue to implement and citizen engagement principles& the strategy&how to deliver skilled high at all levels in
they contributeto it
South:ake2Q30 Plan byfocusing opportunities budget AL results workforce performers the organization
on short-term initiatives
Customers
CB03— Develop long-term
strdtegies to address financial TC 1 DrvrloP and implement TC2 Suppur t programs and
uncertainties and challenges programs increasing patronage events that enrich experiences
of City businesses (C4) for residents&visitors (C5)
C805— Optimize resources
through collaboration and a business
partnerships to reduce costs and T81 Increase utilization of City hotel TB3 Develop & maintain strategic
add servicevalue
accommodations and meeting TB2 Increase Tourism through data resources necessary to
facilities through cooperative destination marketing (63) understanding return on
Tourism's Critical marketing opportunities (B2) investment (66)
Business Outcomes
TCB01 —Implement
recommendations in the EDT TFi Provide high value services
Plan through efficient management of
resources(FS)
TC602 —Allocate Hotel
Occupancy Tax revenues as Promote Learning &Growth
recommended in the EDT P:an TL1 Build d positive, productive &
engaged workforce that supports
TCB03 — Maintainandpursue theCity's mission and strategic
Tourism supportive partnerships goals (Li)
7
Southlake Tourism Strategy
GOAL T3 - DEVELOPMENT OF A FOCUSED MESSAGE
Having a powerful, specific message and reinforcing it through
marketing, public relations, and online tools will provide a synergy
to the staffs efforts.
T3.3 Promote the best Southlake has to offer.
It is about putting the focus on the very best that Southlake has to
offer - the things that set it apart from the competition. This should
be a major component of any plan to create a message and then
tell the world.
- Southlake 2030 Economic Development& Tourism Master Plan 02-15-2011 Approved by Council
8
The Southlake Tourist is a Visitor
Ideally, and to meet the City's stated tourism goals, a Southlake
tourist is:
A visitor who comes from outside of Southialke and spends
money at retail, dining and/or lodging establishments within
the City limits.
- Souihlake 2030 Economic Development& Tourism Master Plan 02-15-2011 Approved by Council
9
0
The Southlake Targ et Visitor
SOUTHLAKE AREA DEMOGRAPHICS using drive times
7 mins. 7- 15 mins. 15-20 mins. TOTAL
2010 population 27, 804 2381938 430 , 346 697 . 088
2015 population 30,477 261 ,873 473 .202 765 . 552
2010 number of households 87691 927376 170 ,718 2721055
2015 number of households 91811 100 .959 186. 557 2977327
2010 HH incomes of $ 100 ,000+ 51215 35,926 49.678 901819
2015 HH incomes of $ 100 ,000+ 61475 45,531 66.042 118 .048
2010 HH incomes of $200,000+ 27260 87868 10,072 217200
2015 HH incomes of $200 ,000+ 2,757 10 ,802 12.686 25,245
- Southlake 2030 Economic Development & Tourism Master Plan 02- 15-2011 Approved by Council
10
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Immersion Scope
Secondary Research - 10+ planning documents, extensive online
City Management - 4 groups, 3 interviews, 17 participants
Economic Development & Tourism - 1 group, 4 participants
Hotel + Retail - 2 groups + 1 interview, 12 participants
Residents - 1 group, I interview + online survey, I I participants
Ethnography - 3 visits to Southlake, overnight stays at the Hilton,
dining, shopping, driving tours and a great deal of people-watching
16
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"The evolution of the city is no accident."
20
"We swam to where we wanted to be,.
We didn't let the current carry us."
21
"We have a very robust Master Plan called Southlake 2030, with 16
elements and more than 700 recommendations."
22
"We were comprehensive planning
when comprehensive planning wasn't cool."
23
"At last Tuesday's City Council meeting, we had
a 2.5 hour discussion over four residential lots.
We pay a lot of attention to the details here in Southlake."
24
"Our direction is set. I don't expect many surprises going forward.
1 think we're going to be what we've set out to become."
25
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Customize Export •
Which do you prefer?
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Predictability
Surprise
090 10°0 2090 3090 40% 50% 60=: , 70% 80% 90% 100%
Answer Choices Responses
Predictability 100.00% 6
Surprise 0.00°D
To'31 6
26
"It's a lot of work to put together organic."
27
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"That sense of community and drive to be the best is here."
29
Southlake (city), Texas
Want more? Browse data sets for Southlake (city)
People QuickFacts Southlake Texas
t3 Population, 2013 estimate 28,234 26,448,193
f! Population, 2012 estimate 27,703 26.060,796
(0 Population, 2010 (April 1 ) estimates base 26,576 25,145,561
(0 Population, percent change, April 1, 2010 to July 1, 2013 6.2% 5.2%
0 Population, percent change, April 1 , 2010 to July 1, 2012 4.2% 3.6%
B Population, 2010 26,575 25,145,561
B Persons under 5 years, percent, 2010 5.2% 7.70/o
B Persons under 18 years, percent, 2010 34.2% 27.3%
d Persons 65 years and over, percent. 2010 5.9% 10.3%
f) Female persons, percent, 2010 49.9% 50.4%
B White alone, percent, 2010 (a) 88.3% 70.4%
f0 Black or African American alone, percent, 2010 (a) 2.1% 11.8%
d American Indian and Alaska Native alone, percent, 2010 (a) 0.3% 0.7%
8 Asian alone. percent, 2010 (a) 6.2% 3.8%
B Native Hawaiian and Other Pacific Islander alone, percent, 2010 (a) Z 0.1%
8 Two or More Races, percent, 2010 2.1% 2.7%
B Hispanic or Latino, percent, 2010 (b) 5.5% 37.6%
B White alone, not Hispanic or Latino, percent, 2010 84.0% 45.3%
- ----- -- ------- - -- --- - --- -- -- - -- - -- ---- --- --- --- o
d Living in same house 1 year & over, percent, 2008-2012 92.2 /0 82.6 /o
B Foreign born persons, percent, 2008-2012 8.4% 16.3%
B Language other than English spoken at home, pct age 5+, 2008-2012 12.6% 34.6%
B High school graduate or higher, percent of persons age 25+, 2008-2012 98.0% 80.8%
B Bachelor's degree or higher, percent of persons age 25+. 2008-2012 66.9% 26.30/o
B Veterans, 2008-2012 1,474 1,611,660
0 Mean travel time to work (minutes), workers age 16+, 2008-2012 29.3 24.9
d Housing units, 2010 8,494 9,977,436
8 Homeownership rate, 2008-2012 94.0% 63.90%
® Housing units in multi-unit structures, percent, 2008-2012 0.8% 24.1%
fi Median value of owner-occupied housing units, 2008-2012 S498.900 S128.000
0 Households, 2008-2012 8,202 8,782,598
30
"There's not a lot of people in Southlake that coast.
They worked really hard in their life and their career
and they're on the move."
31
ZIP Lookup p y Oesri-
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What Your Zi Code Says About cu.
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Topwft Income Age Population Density 75022 75026
For • Code 76092
75067
76262
• • z • aSegments
84% Professional Pride
75019
10% Savvy Suburbanites \/ 76092
5% Top Tier P1 76244 76051
76248
Want to know more?Esn's ,• 75063
Segmentationclasslfles the US population o 67 market
segments and provides comprehensive lifestyle details.
76034 75261
76182
f in
75038
76148
76137 7605 76039
7,Rn14 1
32
"Across the board, we're not just achieving. We're blowing the doors
off. That applies to everything. if you're going to do planning, or
gardening, or run a hotel, have it be the best."
33
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"It's a very high-achieving community in every sense of the word."
35
"There's a standard. And then there's a standard above it.
That's the Southlake Standard."
36
"When 1 think of Southlake, I think of the Fleur-de-lis,
the French lily, which stands for the best of the best.
That's what we do. It's in our DNA:"
37
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Nine out of ten respondents associate Southlake with the phrase
sates u►id set.are.
39
"You always feel safe."
40
"It's one of the safest places in the metroplex."
41
"If you saw only that one building, you'd get a sense of our
community. From safety to quality construction to how it's
positioned, it's central to our city."
42
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"You still get this sense of small town
in the middle of the 4th largest metro area in the U.S."
44
"It's just one of those Mayberry USA type cities."
45
"My husband and 1 got married in 2008 and were living in Arlington.
Our favorite place to go for date night was Southlake Town Square.
This became our favorite place to hang out together.
It's a happy place.,,
46
"There's a reason the buildings are designed the way they are, to be
the retro feel and yet be thoroughly modern and tricked out."
47
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"The city comes together as a team. We're all Dragons."
52
"It's a sense of pride, for their kids, their families, their homes, their
community, their pets. That's Dragon Pride."
53
"The Dragon symbol becomes the identity for the community."
54
SOUTH LAIC
TEXAS
A LITTLE
DOMINATING FLAIR
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Implications
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"It's kind of this oasis in the middle of two sprawling urban areas."
58
Southlake, Texas is an
Island of Achievement
inhabited by American Dreamers
who plan everything,
play by the rules
and win .
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SOUTHLAI<.,,,,E
TEXAS
F R U T I G E R
SOPHISTICATED , WELL - DESIGNED ,
CONFIDENT YET UNDERSTATED .
TYPOGRAPHY
ADOBE GARAMOND PRO
CLASSIC; , ELEGANT AND CLEAR .
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COLOR PALETTE
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TEXTURE PALETTE
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CUSTOM GRID SYSTEM
Diamond & Gemstone Shapes
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Child MODEL SEARCH
CALENDAR j THINGS TO 001 TRAVEL PARTIES MOM I SPECIAL NEEDS
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Next Steps
Next Steps
Finalize Destination Branding Implementation Plan
Adjust recommendation timeline
Begin creative rollout
88
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