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HomeMy WebLinkAboutCORRESPONDENCE - RFP - P1120 CITY OF FORT COLLINS LOGOREQUEST FOR PROPOSAL P1120 City of Fort Collins LOGO Written proposals, six (6) will be received at the City of Fort Collins' Purchasing Division, 215 North Mason St., 2nd floor, Fort Collins, Colorado 80524. Proposals will be received before 3:00 p.m. (our clock), March 27, 2008. Proposal No. P1120. If delivered, they are to be sent to 215 North Mason Street, 2"d Floor, Fort Collins, Colorado 80524. If mailed, the address is P.O. Box 580, Fort Collins, 80522-0580. Questions concerning the scope of the project should be directed to Project Manager Kelly DiMartino (970) 416-2028. Questions regarding proposals submittal or process should be directed to James B. O'Neill, ll, CPPO, FNIGP (970) 221-6779. A copy of the Proposal may be obtained as follows: Download the Proposal/Bid from the BuySpeed Webpage, www.fcgov.com/eorocurement Come by Purchasing at 215 North Mason St., 2°d floor, Fort Collins, and request a copy of the Bid. The City of Fort Collins is subject to public information laws, which permit access to most records and documents. Proprietary information in your response must be clearly identified and will be protected to the extent legally permissible. Proposals may not be marked 'Proprietary' in their entirety. Information considered proprietary is limited to material treated as confidential in the normal conduct of business, trade secrets, discount information, and individual product or service pricing. Summary price information may not be designated as proprietary as such information may be carried forward into other public documents. All provisions of any contract resulting from this request for proposal will be public information. Sales Prohibited/Conflict of Interest: No officer, employee, or member of City Council, shall have a financial interest in the sale to the City of any real or personal property, equipment, material, supplies or services where such officer or employee exercises directly or indirectly any decision - making authority concerning such sale or any supervisory authority over the services to be rendered. This rule also applies to subcontracts with the City. Soliciting or accepting any gift, gratuity favor, entertainment, kickback or any items of monetary value from any person who has or is seeking to do business with the City of Fort Collins is prohibited. Collusive or sham proposals: Any proposal deemed to be collusive or a sham proposal will be rejected and reported to authorities as such. Your authorized signature of this proposal assures that such proposal is genuine and is not a collusive or sham proposal. rev 01/08 The City of Fort Collins reserves the right to reject any and all proposals and to waive any irregularities or informalities. Sincerely, James B. O'Neill ll, CPPO, FNIGP Director of Purchasing & Risk Management Micro renewal is a way of life; REQUEST FOR PROPOSAL P1120 City of Fort Collins LOGO PROJECT DESCRIPTION The City of Fort Collins is seeking design services to create a new logo that represents the City of Fort Collins. The logos must be versatile enough to work well in multiple uses, including print, web, vehicles and apparel. The logos must also reflect and complement brand strategies identified during a recent community branding study. The community brand project includes input from more than 500 citizens as well as their conclusion of the City's characteristics. A summary of that work will be provided. Included in this package will also be numerous promotional materials that has been produced with the new branding imagery and elements. In addition, we will be collecting public input throughout the next month which will be supplied to the selected firm. Additionally, the City will supply the hard copies of the promotional materials and brand guidelines to the final candidate, but the brand summary (attached) is more than adequate for the proposal. The full report is also attached. Two designs will be submitted to the City for review, and then one of those designs will be presented to the public for consideration, along with a logo previously developed by Northstar Destination Strategies. The rights of the final logo will belong exclusively to the City of Fort Collins. Public interest in this project is exceptionally high. We are looking for a firm who has a high level of community involvement and is willing to donate a portion of their project time. The budget for the project is not to exceed $2,500. Please submit samples of previous logo projects. Up to three firms will be called in for brief interviews; a firm will be selected based on relevant experience and portfolio samples. SET COST: Not to exceed $2,500.00 QUANTITY: 2 Logos (nothing more please) DELIVERY DATES 3/27 Proposal and Portfolio due date 3/28 Short List Vendors notified. 3/31 Interview 11:30 if necessary) 4/1 Interview 10:30, 11:00 if necessaryF 4/2 Pro ect Start Date 4/22 1" Logo Comps Due 4/28 1" Revision Due if necessary) 5/2 Final Revision Due if necessary) COLORS: 2 PMS Colors FORMAT: We will only accept the final file in vector format (Illustrator or Freehand) 2/9/00 REVIEW AND ASSESSMENT Proposals will only be accepted from Fort Collins vendors. Professional firms will be evaluated on the following criteria. Vendor selection will be made from written proposals with interviews optional. The following criteria will be the basis for review of the written proposals and interview session. The rating scale shall be from 1 to 5, with 1 being a poor rating, 3 being an average rating, and 5 being an outstanding rating. WEIGHTING FACTOR QUALIFICATION STANDARD 2.0 Scope of Proposal Does the proposal show an understanding of the project objective, methodology to be used and results that are desired from the project? 2.0 Assigned Personnel Do the persons who will be working on the project have the necessary skills? Are sufficient people of the requisite skills assigned to the project? 1.0 Availability Can the work be completed in the necessary time? Can the target start and completion dates be met? Are other qualified personnel available to assist in meeting the project schedule if required? Is the project team available to attend meetings as required by the Scope of Work? 1.0 Motivation Is the firm interested and are they capable of doing the work in the required time frame? 2.0 Cost and Do the proposed cost and work hours compare Work Hours favorably with the project Manager's estimate? Are the work hours presented reasonable for the effort required in each project task or phase? 2.0 Firm Capability Does the firm have the support capabilities the assigned personnel require? Has the firm done previous projects of this type and scope? 2/9/00 Reference evaluation (Top Ranked Firm) The project Manager will check references using the following criteria. The evaluation rankings will be labeled Satisfactory/Unsatisfactory. QUALIFICATION STANDARD Overall Performance Would you hire this Professional again? Did they show the skills required by this project? Timetable Was the original Scope of Work completed within the specified time? Were interim deadlines met in a timely manner? Completeness Was the Professional responsive to client needs; did the Professional anticipate problems? Were problems solved quickly and effectively? Budget Was the original Scope of Work completed within the project budget? Job Knowledge a) If a study, did it meet the Scope of Work? b) If Professional administered a construction contract, was the project functional upon completion and did it operate properly? Were problems corrected quickly and effectively? PROFESSIONAL SERVICES AGREEMENT THIS AGREEMENT made and entered into the day and year set forth below, by and between THE CITY OF FORT COLLINS, COLORADO, a Municipal Corporation, hereinafter referred to as the "City" and , [insert either a corporation, a partnership or an individual,doing business as WITNESSETH: hereinafter referred to as "Professional'. In consideration of the mutual covenants and obligations herein expressed, it is agreed by and between the parties hereto as follows: 1. Scope of Services. The Professional agrees to provide services in accordance with the scope of services attached hereto as Exhibit "A", consisting of ( ) pages, and incorporated herein by this reference. 2. The Work Schedule. [Optional] The services to be performed pursuant to this Agreement shall be performed in accordance with the Work Schedule attached hereto as Exhibit "B", consisting of ( ) pages, and incorporated herein by this reference. 3. Contract Period. This Agreement shall commence 200 and shall continue in full force and effect until 200 , unless sooner terminated as herein provided. In addition, at the option of the City, the Agreement may be extended for additional one year periods not to exceed four (4) additional one year periods. Renewals and pricing changes shall be negotiated by and agreed to by both parties. The Denver Boulder Greeley CPIU published by the Colorado State Planning and Budget Office will be used as a guide. . Written notice of renewal shall be provided to the Service Provider and mailed no later than ninety (90) days prior to contract end. 4. Early Termination by City. Notwithstanding the time periods contained herein, the City may terminate this Agreement at any time without cause by providing written notice of termination to the Professional. Such notice shall be delivered at least fifteen (15) days prior to no the termination date contained in said notice unless otherwise agreed in writing by the parties. All notices provided under this Agreement shall be effective when mailed, postage prepaid and sent to the following addresses: With Copy to: City of Fort Collins, Purchasing PO Box 580 Fort Collins, CO 80522 In the event of any such early termination by the City, the Professional shall be paid for services rendered prior to the date of termination, subject only to the satisfactory performance of the Professional's obligations under this Agreement. Such payment shall be the Professional's sole right and remedy for such termination. 5.. Design Project Indemnity and Insurance Responsibility. The Professional shall be responsible for the professional quality, technical accuracy, timely completion and the coordination of all services rendered by the Professional, including but not limited to designs, plans, reports, specifications, and drawings and shall, without additional compensation, promptly remedy and correct any errors, omissions, or other deficiencies. The Professional shall indemnify, save and hold harmless the City, its officers and employees in accordance with Colorado law, from all damages whatsoever claimed by third parties against the City; and for the City's costs and reasonable attorneys fees, arising directly or indirectly out of the Professional's negligent performance of any of the services furnished under this Agreement. The Professional shall maintain commercial general liability insurance in the amount of $500,000 combined single limits and errors and omissions insurance in the amount of $ 6. Compensation. [Use this paragraph or Option 1 below.] In consideration of the services to be performed pursuant to this Agreement, the City agrees to pay Professional a fixed fee in the amount of ($ ) plus reimbursable direct costs. All such fees and costs shall not exceed ($ ). Monthly partial payments based upon the Professional's 7 billings and itemized statements are permissible. The amounts of all such partial payments shall be based upon the Professional's City -verified progress in completing the services to be performed pursuant hereto and upon the City's approval of the Professional's actual reimbursable expenses. [Optional] Insert Subcontractor ClauseFinal payment shall be made following acceptance of the work by the City. Upon final payment, all designs, plans, reports, specifications, drawings, and other services rendered by the Professional shall become the sole property of the City. 6. Compensation. [Option 1] In consideration of the services to be performed pursuant to this Agreement, the City agrees to pay Professional on a time and reimbursable direct cost basis according to the following schedule: Hourly billing rates: Reimbursable direct costs: with maximum compensation (for both Professional's time and reimbursable direct costs) not to exceed ($ ). Monthly partial payments based upon the Professional's billings and itemized statements of reimbursable direct costs are permissible. The amounts of all such partial payments shall be based upon the Professional's City -verified progress in completing the services to be performed pursuant hereto and upon the City's approval of the Professional's reimbursable direct costs. Final payment shall be made following acceptance of the work by the City. Upon final payment, all designs, plans, reports, specifications, drawings and other services rendered by the Professional shall become the sole property of the City. 7. City Representative. The City will designate, prior to commencement of work, its project representative who shall make, within the scope of his or her authority, all necessary and proper decisions with reference to the project. All requests for contract interpretations, change orders, and other clarification or instruction shall be directed to the City Representative. 8. Monthly Report. Commencing thirty (30) days after the date of execution of this Agreement and every thirty (30) days thereafter, Professional is required to provide the City Representative with a written report of the status of the work with respect to the Scope of Services, Work Schedule, and other material information. Failure to provide any required monthly report may, at the option of the City, suspend the processing of any partial payment request. 9. Independent Contractor. The services to be performed by Professional are those of an independent contractor and not of an employee of the City of Fort Collins. The City shall not be responsible for withholding any portion of Professional's compensation hereunder for the payment of FICA, Workers' Compensation, other taxes or benefits or for any other purpose. 10. Personal Services. It is understood that the City enters into this Agreement based on the special abilities of the Professional and that this Agreement shall be considered as an agreement for personal services. Accordingly, the Professional shall neither assign any responsibilities nor delegate any duties arising under this Agreement without the prior written consent of the City. 11. Acceptance Not Waiver. The City's approval of drawings, designs, plans, specifications, reports, and incidental work or materials furnished hereunder shall not in any way relieve the Professional of responsibility for the quality or technical accuracy of the work. The City's approval or acceptance of, or payment for, any of the services shall not be construed to operate as a waiver of any rights or benefits provided to the City under this Agreement. 12. Default. Each and every term and condition hereof shall be deemed to be a material element of this Agreement. In the event either party should fail or refuse to perform according to the terms of this agreement, such party may be declared in default. 13. Remedies. In the event a party has been declared in default, such defaulting party shall be allowed a period of ten (10) days within which to cure said default. In the event the default remains uncorrected, the party declaring default may elect to (a) terminate the Agreement and seek damages; (b) treat the Agreement as continuing and require specific 9 performance; or (c) avail himself of any other remedy at law or equity. If the non -defaulting party commences legal or equitable actions against the defaulting party, the defaulting party shall be liable to the non -defaulting party for the non -defaulting party's reasonable attorney fees and costs incurred because of the default. 14. Binding Effect. This writing, together with the exhibits hereto, constitutes the entire agreement between the parties and shall be binding upon said parties, their officers, employees, agents and assigns and shall inure to the benefit of the respective survivors, heirs, personal representatives, successors and assigns of said parties. 15. Law/Severability. The laws of the State of Colorado shall govern the construction, interpretation, execution and enforcement of this Agreement. In the event any provision of this Agreement shall be held invalid or unenforceable by any court of competent jurisdiction, such holding shall not invalidate or render unenforceable any other provision of this Agreement. 17. Prohibition Against Employing Illegal Aliens. This paragraph shall apply to all Contractors whose performance of work under this Agreement does not involve the delivery of a specific end product other than reports that are merely incidental to the performance of said work. Pursuant to Section 8-17.5-101, C.R.S., et. seq., Contractor represents and agrees that: a. As of the date of this Agreement: 1. Contractor does not knowingly employ or contract with an illegal alien; _=4 2. Contractor has participated or attempted to participate in the basic pilot employment verification program created in Public Law 208, 104th Congress, as amended, and expanded in Public Law 156, 108th Congress, as amended, administered by the United States Department of Homeland Security (the 'Basic Pilot Program") in order to confirm the employment eligibility of all newly hired employees. 10 b. Contractor shall not knowingly employ or contract with an illegal alien to perform work under this Agreement or knowingly enter into a contract with a subcontractor that knowingly employs or contracts with an illegal alien to perform work under this Agreement. C. Contractor shall continue to apply to participate in the Basic Pilot Program and shall in writing verify same every three (3) calendar months thereafter, until Contractor is accepted or the public contract for services has been completed, whichever is earlier. The requirements of this section shall not be required or effective if the Basic Pilot Program is discontinued. d. Contractor is prohibited from using Basic Pilot Program procedures to undertake pre -employment screening of job applicants while this Agreement is being performed. e. If Contractor obtains actual knowledge that a subcontractor performing work under this Agreement knowingly employs or contracts with an illegal alien, Contractor shall: 1. Notify such subcontractor and the City within three days that Contractor has actual knowledge that the subcontractor is employing or contracting with an illegal alien; and 2. Terminate the subcontract with the subcontractor if within three days of receiving the notice required pursuant to this section the subcontractor does not cease employing or contracting with the illegal alien; except that Contractor shall not terminate the contract with the subcontractor if during such three days the subcontractor provides information to establish that the subcontractor has not knowingly employed or contracted with an illegal alien. f. Contractor shall comply with any reasonable request by the Colorado Department of Labor and Employment (the "Department") made in the course of an 11 investigation that the Department undertakes or is undertaking pursuant to the authority established in Subsection 8-17.5-102 (5), C.R.S. g. If Contractor violates any provision of this Agreement pertaining to the duties imposed by Subsection 8-17.5-102, C.R.S. the City may terminate this Agreement. If this Agreement is so terminated, Contractor shall be liable for actual and consequential damages to the City arising out of Contractor's violation of Subsection 8-17.5-102, C.R.S. h. The City will notify the Office of the Secretary of State if Contractor violates this provision of this Agreement and the City terminates the Agreement for such breach. 18. Special Provisions. In order to establish the parties' intentions with respect to ownership the parties state that all rights to the creations of the Professional for the City shall be considered to be in the nature of a work made for hire under the Untied States Copyright laws, and shall be owned solely by the City, and hereby assigned to the City. This agreement evidences the parties' intentions effective as of the creation of such artwork, including, but not limited to the graphic designs for the logo and logo concepts. The Professional hereby irrevocably assigns the City all copyright, trademarks, and other proprietary rights and all goodwill associated with such items as of such date. Professional hereby waives all visual artist and moral rights to the graphics designs for the logo and logo concepts. The Professional further agrees that he shall not, at any time hereafter, dispute or contest nor aid or assist others in disputing or contesting, either directly or indirectly, the exclusive right, title and interest of the City in the above -identified works or the validity of any copyrights, trademarks or other proprietary rights therein claimed by it. 12 THE CITY OF FORT COLLINS, COLORADO James B. O'Neill II, CPPO, FNIGP Director of Purchasing & Risk Management DATE: ATTEST: City Clerk APPROVED AS TO FORM: Assistant City Attorney [Insert Professional's name] or [Insert Partnership Name] or [Insert individual's name] or Doing business as [insert name of business] an Title: CORPORATE PRESIDENT OR VICE PRESIDENT Date: ATTEST: (Corporate Sea]) Corporate Secretary 13 EXHIBIT B INSURANCE REQUIREMENTS 1. The Service Provider will provide, from insurance companies acceptable to the City, the insurance coverage designated hereinafter and pay all costs. Before commencing work under this bid, the Service Provider shall furnish the City with certificates of insurance showing the type, amount, class of operations covered, effective dates and date of expiration of policies, and containing substantially the following statement: "The insurance evidenced by this Certificate will not be cancelled or materially altered, except after ten (10) days written notice has been received by the City of Fort Collins." In case of the breach of any provision of the Insurance Requirements, the City, at its option, may take out and maintain, at the expense of the Service Provider, such insurance as the City may deem proper and may deduct the cost of such insurance from any monies which may be due or become due the Service Provider under this Agreement. The City, its officers, agents and employees shall be named as additional insureds on the Service Provider's general liability and automobile liability insurance policies for any claims arising out of work performed under this Agreement. Insurance coverages shall be as follows: A. Workers' Compensation & Employer's Liability. The Service Provider shall maintain during the life of this Agreement for all of the Service Provider's employees engaged in work performed under this agreement: Workers' Compensation insurance with statutory limits as required by Colorado law. 2. Employer's Liability insurance with limits of $100,000 per accident, $500,000 disease aggregate, and $100,000 disease each employee. B. Commercial General & Vehicle Liability. The Service Provider shall maintain during the life of this Agreement such commercial general liability and automobile liability insurance as will provide coverage for damage claims of personal injury, including accidental death, as well as for claims for property damage, which may arise directly or indirectly from the performance of work under this Agreement. Coverage for property damage shall be on a "broad form" basis. The amount of insurance for each coverage, Commercial General and Vehicle, shall not be less than $500,000 combined single limits for bodily injury and property damage. In the event any work is performed by a subcontractor, the Service Provider shall be responsible for any liability directly or indirectly arising out of the work performed under this Agreement by a subcontractor, which liability is not covered by the subcontractor's insurance. 14 Brand Report Summary City of Fort Collins Communication and Public Involvement Office 300 Laporte Ave Fort Collins CO 80521 (970) 221.6505 Fort Collins, Where Renewal is a Way of Life Thank you for your interest in the research and outcomes of the recent brand initiative for the community of Fort Collins. The following information is fiom North Star Destination Strategies and serves as a tool for businesses and community groups to help define their marketing audiences and better understand the creative outcomes of the brand process. While the creative pieces include messaging, bold image selection and a fresh logo, we are unable to give access to the logo at this time as it is property of the City's Communications Office. Enjoy the results of a year worth of surveys, interviews, and data collection. Through the Community BrandPrint process, North Star Destination Strategies determined Fort Collins's most relevant and distinct promise. From that promise, they created a positioning philosophy that generates a brand identity in the minds of residents, visitors, and economic development entities. North Star then developed powerful brand - building ideas and effective communication strategies, all of which reinforce the positioning and ensure brand equity and growth. Research The goal of this stage is to better understand perceptions of the following groups regarding Fort Collins: • Community stakeholders (as a place to live, work and play) • Residents (as a place to live) • Past and current visitors (as a tourism destination) • Businesses (as a place to open shop and grow) • Site selectors and tour operators (as a place to do business) Research also looked at: • Primary cities of origin for inquiries about and visitors to Fort Collins • Demographic and psychographic information about visitors and residents. Perceptions/Insights FORT COLLINS STAKEHOLDERS SAY: From the Stakeholder Vision Survey • Adjectives to describe Fort Collins: Friendly, pretty, fun, progressive, clean, educated, healthy, active, college town • Attracts visitors: CSU, outdoor recreation, Old Town • Attracts businesses: Educated workforce, school system, quality of life • Attracts residents: Schools, quality of life, recreation • Greatest asset: CSU Greatest challenges: Maintaining the tax base, managing growth Greatest opportunities: High -paying jobs, quality development, the arts, Old Town. FORT COLLINS RESIDENTS SAY: Top responses from the Online Community Survey • Fort Collins is best described as healthy/active (38%) • Greatest asset is natural beauty [mountains, rivers, parks] (42%) • Visitors are attracted by Colorado State University (43%) • Businesses are attracted by the quality of the community (52%) • Residents are attracted by the community values (27%) • People who have never been to Fort Collins think it is friendly/inviting (28%) • Outsiders are prevented from learning more about Fort Collins due to overshadowing by Denver and Boulder (37%) • The biggest opportunities for employment growth are in biosciences (22%) • Fort Collins aspires to be a leader in Northern Colorado (47%) • The excellent quality of life (60%) makes Fort Collins a unique Colorado city. FORT COLLINS VISITORS/PROSPECTIVE VISITORS SAY: From the Consumer Awareness and Perception Study Adjectives to describe Fort Collins: Beautiful, friendly Top of mind perception of Fort Collins: A college town; a community with outdoor activities, the mountains, and microbreweries Highest ranked attributes: Appearance of the city (4.03) and a city committed to the community (3.74) [On a scale of 1-51 Thoughts regarding the abundance of microbreweries.- 0 Fort Collins is viewed as the microbrewery capital of Colorado (along with Golden, Colorado) • Suggests that the community likes beer • Viewed as an employment opportunity • Associated with a young crowd, or yuppies Thoughts regarding the emphasis on alternative energy: • A community that emphasizes alternative energy would have: Clean air, • clean water, a public transportation system running on alternative energy • and be environmentally conscious 49% of respondents had visited in the past 3 years: Most visited on daytrips, most (35%) for leisure purposes. STATE TOURISM OFFICIALS SAY: From the Perception Study • Seen as: A charming town with great shopping, restaurants and microbreweries • Primary challenge: Seen as a college town versus a destination • Suggestions: Attract visitors from Wyoming on I-25, encourage people to travel to Rocky Mountain National Park through Fort Collins (versus Loveland). COLORADO TOURISM PROFESSIONALS SAY: • Seen as: A cultural college town with great bike trails, brewpubs and unique downtown shopping • Tourism assets: Breweries, Old Town (largely undiscovered attraction) • Primary challenges: Local attractions are spread out and hard to find, lack of awareness of a reason to visit/things to do, perception that Fort Collins is a college town and doesn't offer an authentic Colorado experience • Suggestions: More events, downtown entertainment and signage (for trails and breweries on I-25); better marketing of hiking/biking trails. GROUP TOUR LEADERS SAY: • Seen as: The home of CSU, good restaurants/breweries and Poudre Canyon • Tourism assets: Bike trails, Old Town • Visitation drivers: Conferences and education programs for CSU; outdoor activities for young actives; sightseeing for seniors on their way to Rocky Mountain National Park, Denver or Cheyenne • Primary challenge: Not seen as a destination • Suggestions: Emphasize the river, market trail offerings, market regionally. MEETING PLANNERS SAY: • Seen as: A laid-back, friendly, college town with great restaurants and breweries, but very spread out and not easily accessible • Assets: One of the top locations in Colorado for meetings because it is an affordable, small, clean town with personal service and many options for dining/shopping • Primary challenge: No convention center, lack of quality hotels/transportation around town. STATE ECONOMIC DEVELOPMENT OFFICIALS SAY: • Seen as: Relaxing and inviting, great downtown and outdoor recreation, "the definition of a great quality of life" (clean air, great schools, great nightlife and proximity to Denver airport) • Assets: CSU, quality workforce, great business environment • Primary challenge: Lack of awareness among site selectors, perception that the city is far away from everything and becoming landlocked • Suggestions: Tap into value-added agriculture, pursue high-tech companies. LOCAL BUSINESS OWNERS SAY: • Seen as: Family -oriented, offers great opportunities for personal and professional growth, good school systems, advantageous central location • Assets: The people, incredibly intelligent workforce, collaborative environment, progressive and friendly city • Primary challenges: No -growth policies, red tape. BUSINESSES THAT "GOT AWAY" SAY: • Primary reason for relocation: More strategic locations elsewhere due to the market and/or vendor accessibility • Primary challenge: Too much red tape. NORTHERN COLORADO MULTICULTURAL CORPORATION SAYS: • Seen as: An accepting community that values its differences (but is lacking in diversity), a great place to live and raise a family • Suggestions: Showcase efforts to support diverse groups and businesses, make minority groups feel welcome, work to become a role model for other cities. INQUIRY & VISITOR MARKETS SHOW: From the Inquiry and Visitor Origin Studies These results were compiled after researching the Fort Collins Convention and Visitor's Bureau's inquiry records, and five different lodging property's visitor addresses. • Top Inquiry Markets: Denver -Aurora, CO (8.5%), New York -No N.J.-LI (3.6%), Chicago -Naperville, IL (3.0%) • Top Visitor Markets: Denver -Aurora, CO (11.7%), Colorado Springs, CO (4.6%), Loveland, CO (2.8%). Top Inquiry States: Colorado (15%), Texas (8.5%), Illinois (5.8%) Top Visitor States: Colorado (27.2%), California (9.4%), Texas (5.9%) North Star also advised that based on deeper studies, not included in this report, Fort Collins has great opportunities for gaining visitation market shares from residents in Loveland; Boulder; Minneapolis, Minnesota; and Boston, Massachusetts. These would be considered targets because their residents are demographically and psychographically similar to our core visitors. Tapestry Study Report Findings For over 30 years, companies, agencies, and organizations have used segmentation to divide and group their markets to more precisely target their best customers and prospects. Segmentation explains customer diversity, simplifies marketing campaigns, describes lifestyles and lifestages, and incorporates a wide range of data. The Tapestry system classifies U.S. neighborhoods into 65 market segments. By understanding who its customers are, more appropriate responses can be formed to address their needs with better messaging, products, and services. Top Resident Tapestry Clusters • Up and Coming Families (12%): Second highest growth market and youngest of Tapestry's affluent family markets. Residents are more Gen Xers than baby boomers with a median age of 32. Most are married couples with children at the beginning of their careers. Purchase basics in household furniture and yard care products, enjoy fast food, domestic Navel and have little free time. • College Towns (1 I%): Most residents are between 18-34 and live in single person or shared households. Education is the key focus of residents (approximately 42% are enrolled in college) and they rank high for part-time employment. Residents prefer ready-made or easy to prepare meals and they frequently dine out at fast food restaurants. They are highly computer and internet savvy, own few appliances, and enjoy a casual and active lifestyle. Leisure time includes concerts, college sports games, movies and bars. • Metropolitans (7%): Metropolitans favor city living in older neighborhoods populated by singles or childless couples. Residents include both Gen Xers and retirees with a median age of 37.2 and a median HHI of $55,000. Most are white with some black and Hispanic populations represented. Residents pursue an active, urbane lifestyle and travel frequently. They listen to classical, public, jazz and talk radio and stay civically involved. In Style 7% Boomburbs 6% Exurbanites 6% Dorms to Diplomas 6% Suburban Splendor 6% Enterprising Professionals 6% Aspiring Young Families 4% "Other" 29% Top Visitor Tapestry Clusters • Boomburbs (8%)_ Residents enjoy the single life; single persons living alone or with a roommate represent the majority of this market that is quickly maturing and diversifying. With a median HHI of more than $87,000, these singles are affluent and extremely well-educated. Most hold professional or management positions. Leisure time is spent at concerts, sporting events, shows, and museums. They are health conscious and physically fit. • Suburban Splendor (8%): Maturing families in growing neighborhoods, median age 40, married with adolescent children. Mostly white, median HHI $114,000, high labor force participation, 92% own their homes. Free time is devoted to family, travel, self-improvement and investing. • Exurbanites (6%): Residents live beyond the urban fringe, preferring open space with affluence. Majority are empty nesters but 45% of the married couples still have children at home. Median age is 43, placing residents between college expenses and care of elderly parents. Focus strongly on investing, home and garden, and shop practically at stores like Lands' End, L.L. Bean, Old Navy and Target. Up and Coming Families 5% In Style 4% Sophisticated Squires 4% Connoisseurs 4% Metro Renters 4% Metropolitans 3% Prosperous Empty Nesters 3% "Other" 5 1 % Highlights of Residents Habits • Buy electronics and home office equipment • Consider themselves very liberal, health conscious, participate in environmental groups/volunteer activities, donate money to PBS • Go jogging/golf/skiing/hiking/biking • Engage in domestic/international travel, go to rock concerts, bars/nightclubs, go to movies, museums, live theater • Drink wine and premium beer, buy black and white film • Use the internet for studying, investing, shopping • Move frequently and rent U-Hauls (students) • Watch the Golf Channel, VH1, Scrubs, MTV, Comedy Central, The Simpsons, MSNBC, BBC, CNN • Read airline, bridal, epicurean, business, fashion, sports, travel magazines • Listen to public, classical, news, alternative radio • Eat at family restaurants • Shop at Express, Banana Republic. Highlights of Visitors Habits • Own stocks with market value $75,000+; use Fidelity brokerage firm • Drink wine and premium beer • Go to the gym, museums, live theater • Go skiing, play tennis/golf • Eat at family restaurants — Cheesecake Factory, Chili's, Outback • Watch Golf Channel, BBC, HGTV, West Wing, Independent Film Channel, MSNBC, CNN • Read airline, epicurean, travel, business/finance magazines; business/finance section of newspaper • Listen to public, classical, news, talk, sports radio • Engage in frequent domestic/international travel (business and leisure) • Use the internet to buy books online; track investments • Fairly split liberal/conservative; donate money to PBS; participate in several public activities; volunteer for various groups, including environmental efforts. INSIGHTS (CONCLUSIONS BASED ON RESEARCH) Fort Collins has everything you would expect from a great Colorado town — outdoors, microbrews, university, vibrant downtown and environmental consciousness. But it's so much more... • Fort Collins is the leader of Northern Colorado, and sets higher standards — as a true leader should. o The "Greenest City" in Colorado (Denver Post) 0 1 of 4 Sustainable Cities for Best Practices for Renewable Energy (Sierra Club) o 3meity in the U.S. to mandate LEED certification for all city buildings (U.S. States News) 0 5-Star Award for efforts to reduce global warning and pollution (ICLI I) o CSU curing diseases, solving world environmental problems o Microbrew capitol o More than 50 organizations contribute to local arts scene o A "leader in innovation and partnerships" for growth (CSU regional economist) o Overflowing with nonprofits o Highly involved in volunteerism for the community and environment (Tapestry profiling) o Land conservation and historic preservation are collective priorities • Fort Collins is genuine and authentic. o Real, friendly, open-minded and down-to-earth people (not extreme liberal hippies with superior attitudes). o Historic Old Town and locally -owned businesses are dominant (not homogenous big box developments). o Small businesses and entrepreneurs are supported. • Fort Collins is approachable and accepting of all kinds. o Green and pro -business o High-tech and agriculture o Liberal and conservative o Highly educated and down to earth o Work hard and play hard o Families and college students o Arts/culture and outdoors o Healthy/active and love beer o High energy and laid-back o Leaders and humble • Fort Collins is inspiring. o The arts are celebrated. o Natural beauty and surroundings are appreciated and preserved. o Numerous forces are at work to ignite change and progress, providing regional and global environmental, social and agricultural solutions. o People get involved and volunteer their time towards various causes. • This is a place where you can renew yourself. o Re -charge, energize, relax, be creative, get involved, start a business, spend more time with your family, be an individual, learn something new, be a leader, reach your fullest potential. • In Fort Collins, you can pursue your passions. o #1 Best Place to Reinvent Your Life (AARP) o #1 Top Retirement Spot (Where to Retire) o #1 Best Place to Live (Money Magazine) o Ranked as one of the best places to live and do business (Forbes, Kiplinger's, Men's Journal) o #1 town in the U.S. for entrepreneurs o One of America's Dream Towns (Outside) o One of 18 Perfect Towns (Outside) o 10th Best City to Have it (All A&E Network) o #6 Best Places to Raise Your Family (Frommer's) o 100 Best Communities for Young People (America's Promise) o Governor's Award for Downtown Excellence o Best Place to Raise a Family (Reader's Digest) • The Fort Collins personality is: o A leader, authentic, humble, original, down-to-earth, creative, proactive, independent, supportive, adventurous, appreciative, balanced, forward thinking, happy, accepting, inspiring. In -Market Study Results from North Star's visit June 13-15, 2006 Purpose The purpose of the In -Market Study is to gain understanding of the perceptions and attitudes of Fort Collins among its residents and experience, first hand, what makes Fort Collins a unique place for businesses, visitors and residents alike. Methodology The following summary reflects observations and input received from the North Star Destination Strategies Fort Collins Community BrandPrint In -Market Visit on June 13- 15, 2006. This includes stakeholder focus groups, stakeholder one-on-one interviews and local community one-on-one perception interviews. Results Ask anyone in Fort Collins what you should do while you're there and they'll point west. The Poudre River, Horsetooth Reservoir and the immediate surrounding areas offer endless options for outdoor recreation — biking, hiking, rafting, kayaking, camping and scenic drives. They will also point inward towards Old Town, the vibrant epicenter of Fort Collins where you can shop, eat, drink a freshly brewed beer, enjoy an outdoor concert, or simply watch the eclectic mix of people go by. A constant motif, evident everywhere you look, is bicycles. One can easily travel through town on a bike — and many choose to do so. When exploring the culture in Fort Collins, a collective consciousness emerges which encompasses the outdoors, the arts, education, environmental concerns and a general appreciation for authenticity (microbrews, local shops/restaurants). As one resident put it, "...this is a happy place with good energy." While there have been strong anti -growth sentiments, the majority of the community now supports a greater focus on economic development and recognizes its strengths and priorities in the following categories: software, hardware, biosciences, clean energy, agri-tech and all things "Uniquely Fort Collins" (restaurants, microbrews, rafting, arts/entertainment). Fort Collins also possesses incomparable brampower, an excellent education system, a desirable quality of life and vast open space — all important factors when competing for and retaining those companies and jobs that will ensure a diverse and prosperous economy. Most of the economic growth in Fort Collins has been organic. The city is very supportive of local start-ups, and has been deemed the #1 town in the U.S. for entrepreneurs (per capita). Microbreweries are symbolic of this movement, as are all of the businesses under the "Uniquely Fort Collins" umbrella. Support for these local efforts can be seen around town on signs reading, "Shop Fort Collins First." High-tech consulting start-ups are also common; former employees of companies like HP and Intel don't want to leave the area. With a student population of 25,000, Colorado State University is a dominant backdrop 10 that holds great potential for economic development, if the city can align its industry pursuits to university expertise. CSU's major initiatives involve positioning the university as a leader in 2 6 century agriculture. This includes three areas of focus: biosciences (developing vaccines for infectious diseases); environmental sustainability (air, water, soil, energy); and food nutrition for well-being (crops for health). Regarding immediate competition, Loveland (just to the south) is the home of big box retail and touts itself as the gateway to Rocky Mountain National Park. Boulder gets the ink for being the progressive city, and Denver has the jobs. Key constituents realize Fort Collins is commonly associated with its microbrews, but unanimously agree the community should be known for more than just beer. OTHER MAJOR THEMES AND OBSERVATIONS Assets: • Old Town o The place to be — always something going on o Has a certain character that's hard to find o Boutique shopping (not mainstream retail): antiques, outdoor designs, Colorado art, guns and outdoor supplies o Plethora of restaurants o Historic buildings (architecture) o Gathering spot — entertainment/music o All types — from Mohawks to families o Inspiration for parts of Downtown Disney • Breweries o New Belgium, Odell's, CooperSmiths, Fort Collins Brewery, Budweiser o Could be considered the microbrew capitol o "CooperSmiths makes you love Fort Collins — brewed beer on the patio" o "New Belgium value system reflects this community" (sustainable, wind powered, bikes, local start-up) o Foam on the Range: local event to help guide locals and visitors to all of the breweries (yet another example of collaboration and support) o Brew Fest (Microbrewery festival) • Outdoors (Poudre River, Horsetooth Reservoir, trail system, open space) o Definitive part of the culture o Fort Collins values the natural environment o You can go from east to west and north to south on trails o You can do "canyon and culture" (i.e. theatre) in one day o Offers camping, hiking, biking, tubing and rafting o Over 300 days of sunshine (stated by many); great climate o Provides quality of life that attracts employees/residents (Hewlett 11 Packard HR knows this is why people come to Ft. Collins). • The arts o 7 theater groups, Contemporary Art Museum, galleries downtown, high symphony attendance o People can express themselves here o Eclectic • Vitality o People bike/walk in the evenings here (not everyone is in a car) o People live well here and take pride in their lives o Great vibe — happy place with good energy • Clean o Pristine — has not been discovered o Environmental programs for clean energy • CSU o Key source of intellectual stimulation Challenges: • Anti -growth city council members o Community groups are more liberal and somewhat negative about economic development A lot of folks think with open space, trails, revitalized downtown, university, etc. it's not difficult to attract new business o Community is tired of no -growth policies The "minority" council needs to rethink their approach — Fort Collins needs business • Cities/counties in Colorado rely heavily on sales tax o Fort Collins used to be the retail leaders in Colorado, but now the sales tax base is eroding (and competing with big box towns like Loveland) • Recent international retail conference in Vegas o Fort Collins was perceived as a college town without much purchasing power Not true! (High tech industry = high incomes in Fort Collins) o Need to focus on retail strategy — Fort Collins has pushed Big Box away • Not a lot of property available for new business due to Colorado boom and bust • Competition 12 o Loveland: Shopping, touts gateway to RMNP, going to be the epicenter of Northern Colorado, transportation hub o Denver: Jobs o Boulder: Goes beyond a college rivalry — Boulder gets the ink; always gets the press as the progressive city. Fort Collins has to fight for positioning and feels like the step child. Opportunities: • Fort Collins possesses key drivers for economic development 1) Quality of life a. Education system (K-12 system is almost like a private school) b. Outdoors c. Weather d. Arts/culture e. Breweries f. Old Town (shopping/restaurants) 2) Brampower a. CSU b. 95% of population has a high school degree 3) High-tech has a. HP, Intel, Advance Energy 4) Open space Six clusters define Fort Collins: 1) Software 2) Hardware 3) Bio sciences a. World -class human/animal sciences b. Animal sciences is a huge industry (Fort Collins is not currently capitalizing on it and should) c. CSU veterinary school is #1 in the country 4) Clean energy a. Fort Collins could become the clean energy capital b. Program at university to develop capabilities (labs, solar, biofuels, etc) could attract billions of dollars c. Sustainability 13 d. New Belgium is clean energy consumption and zero polluter; only brewery in the U.S. to get all power from wind e. Schools are LEED certified f. Green Build program at CSU g. Engines lab — doing major clean engine work with global implications (will reduce emissions by 70%) h. Working towards stabilizing energy grids to allow for multiple sources of energy 5) Agri -tech a. CSU specializes in agrarian sciences b. Federal government has a repository of every seed -born plant in the world in a facility on campus (to prevent extinction) 6) Uniquely Fort Collins a. Encompasses restaurants, microbrews, rafting, arts/entertainment b. Fort Collins is more than beer • Linking downtown to CSU is currently a major initiative o Putting in 5,000 residential properties around downtown o Beet Street Project— arts/entertainment venues/activity downtown, amphitheater by the river • Beer o There are only two national microbrews (Sierra Nevada and Sam Adams) o New Belgium is only four states away from a national microbrew status o Odell's is expanding o Fort Collins Brewery o Fort Collins can be considered the microbrew capitol o Brewery Tour (Foam on the Range) • Development of river corridor o Future development in proximity of the river (not right up to it like in San Antonio) o Environmental perspective (protecting the river) o Pushing out Old Town (from an architectural standpoint, design, etc.) Potential: o Could/should be as big as Estes Park (which doesn't have the culture, schools, jobs, etc.) o Highway 34 goes to Rocky Mountain National Park — Fort Collins is building more along there 14 • CSU is the largest conference university in the U.S. o Meetings business is strong for those seeking outdoors as part of conference/meeting, big draw for religious groups • Embracing CSU's priorities — super clusters (21 t century agriculture) 1) Infectious diseases a. Not just about developing a vaccine, but about the infrastructure, capabilities, language and culture of the country it's going to effect b. Priority to grow biosciences infrastructure c. Beef traceability (CSU does that work) 2) Environmental sustainability a. Air, water, soil, energy b. #1 atmospheric sciences in the world (does the fastest remote data collection in the world) c. Soils — important for agriculture i. Natural resources ecology lab ii. Research stations on every continent d. Water — public policy work, analysis, etc. e. It's all environmental and contributes to progressive agriculture f. Federal seed repository 3) Food nutrition, health and well-being a. Cancer researchers studying links between food and cancer b. Crops for health — want to be the world experts on scoring food in terms of health benefits • City's economic development should complement CSU's human talent and technology and capitalize on it o CSU would listen if city wanted to bring in a company that needed these kinds of engineers o CSU is the #2 university for research money (industry can tap into university expertise and intellectual stimulation) • Creative class o Want to live in a beautiful, cultural, intellectual place • The major gateway to Fort Collins economic development is rich, startup CEOs • Most site selectors first interact with Northern Colorado Regional Economic Development • Small business incubator (community supports them) o People want to be here, they don't have to be here o Even if they lose their job they are going to try to stay 15 • Fort Collins needs to be able to attract ethnic/international diversity o A black person cannot get a haircut in Fort Collins. Perception Study Purpose The propose of the Perception Study is to gain an in-depth understanding of the brand perceptions of Fort Collins among various segments of the target audience. What is Fort Collins like as a place for business, tourism, and group meetings? Methodology North Star consultants conducted various perception calls to state tourism officials, Colorado tourism professionals, group tour leaders, meeting planners, state economic development officials, local business owners, businesses that "got away" and representatives from the Northern Colorado Multicultural Corporation. Questions were phrased to gather qualitative information. The telephone interviews were conducted with people from lists provided by the Fort Collins Brand Drivers. Results State tourism officials: From a state -level perspective, Fort Collins is a charming town with great shopping, restaurants and microbreweries. Hiking and bike trails were mentioned, although there was confusion as to whether there is a river nearby for rafting or kayaking. The primary challenge is that Fort Collins is not very well-known and is seen as a college town versus a destination. Suggestions include attracting visitors from Wyoming on I-25, or encouraging people to travel to Rocky Mountain National Park through Fort Collins rather than Loveland. Colorado tourism professionals: Colorado tourism professionals describe Fort Collins as a cultural college town with great bike trails, big trees, brewpubs and unique downtown shopping. Breweries were continually cited as a tourism asset, while Old Town was considered to be an undiscovered attraction for visitors. The biggest perceived challenge for attracting visitors is that Fort Collins is "off the 16 beaten path" and the local attractions (Old Town, breweries) are spread out and hard to find. Another challenge is the lack of awareness of a reason to visit and things to do (such as rafting or kayaking on the Poudre River). The perception also exists that Fort Collins is more like a typical Midwestern college town and doesn't offer much of a "Colorado experience." Suggestions to attract visitors include more events (Bolder Boulder, Kinetics); better marketing of hiking/biking trails; entertainment/performances downtown (similar to Pearl Street); better, more frequent images of downtown; and more signage (trails, breweries, from I-25). Another suggestion was to follow the example of New Belgium's successful branding efforts. Group tour leaders: When asked to describe Foil Collins, tour leaders listed CSU, restaurants, breweries and Poudre Canyon. Bike trails and Old Town are considered primary tourism assets. Conferences and education programs for CSU are the key drivers for visitation, as well as outdoor activities for young actives and sightseeing for seniors on their way to Rocky Mountain National Park, Denver or Cheyenne. A challenge for attracting visitors is that Fort Collins is not seen as a destination. Suggestions include putting more emphasis on the river through town, marketing trails, and taking advantage of being the most distinguishable city in Northern Colorado. A regional approach would be ideal. Meeting planners: Meeting planners describe Fort Collins as a laid-back, friendly college town with great restaurants and breweries, but very spread out and not easily accessible. One planner said that most meetings are held there if it is necessary to keep certain members or stakeholders "happy." However, it is one of the top locations in Colorado for meetings because it's a small, clean town with personal service and many options for dining/shopping at the end of the day. It is also much more affordable than Denver. A challenge for bringing larger meetings to the area is the lack of a convention center and quality hotels. It might also help if transportation were available to bring people around town. State economic development officials: From a state perspective, the Fort Collins business environment is considered to be very unique and diverse, scattered with high-tech companies and a major emphasis on agriculture. The community itself is described as relaxing and inviting, with a great downtown and outdoor recreation. Fort Collins is the definition of a great quality of life, with clean air, great schools, great nightlife and proximity to DIA. 17 Economic development assets include CSU, a quality workforce, higher standard of living and a great business environment. Fort Collins is also highly regarded for its spirit of cooperation and partnerships in the region due to strong leadership. The primary challenge is the perception that the city is far away from everything and that it's becoming landlocked due to open space policies, restricting expansion. Suggestions include tapping into value-added agriculture, while also pursuing high-tech companies. Fort Collins could be the next Silicon Valley, with the infrastructure in place and significant presence of both large and small tech firms. When compared to Boulder, Fort Collins is considered much more laid-back and business -friendly. More importantly, Fort Collins embraces growth. Fort Collins is the perfect example of balance because it's clean, "green" and efficient — but also probusiness. The reason Boulder is perceived as more "green" is because they say no to business. Fort Collins also faces the challenge of a major lack of awareness. Most site selectors don't even know about it, or where it is. However, this provides a great opportunity and "blank canvas" to establish a favorable identity. Local business owners: Business owners in Fort Collins describe the area as family -oriented, with great opportunities for personal/professional growth, a great school system and advantageous central location (close to Denver, mountains, etc.) One interviewee said Fort Collins is the "ultimate place to live." The best reason for doing business in Fort Collins is the people — it's a great think tank, a collaborative environment, progressive, friendly, and offers the most intelligent workforce in the country. Major challenges are the no -growth policies and red tape. Areas like Loveland are growing and Fort Collins is "standing still." Suggestions include capitalizing on the strengths of the university and re-establishing the community as the leader of Northern Colorado. People need to look past the development along 1-25 and see Fort Collins as the center of the action. A stronger identity will help Fort Collins become the hub of Northern Colorado. Fort Collins is frequently compared to Boulder, but Fort Collins is seen as more well- rounded. It is outdoorsy, innovative, environmental ... but also very down-to-earth. Fort Collins is closer to its agricultural heritage than Boulder and "feels more real." Businesses that "got away": Most companies we spoke with that "got away" typically relocated due to a more strategic location for their business due to market and/or vendor accessibility. In terms of the disadvantages of doing business in Fort Collins, red tape and "add-ons" were said to "add up" in the end. Property approvals are much easier in communities like Windsor and Loveland. Others described the community as "schizophrenic" ii because some pockets are vehemently anti -business, while others welcome it. When relocating to Loveland, one interviewee said lie had involvement with both the City Manager and Mayor — and this did not happen in Fort Collins. Loveland also did everything possible to make it an easy transition (quick turnaround and no money upfront). On the other hand, most were very positive about the community in general — the arts/culture scene, restaurants, shopping, the outdoors and overall quality of life. Northern Colorado Multicultural Corporation: This organization serves as a visible advocate for diversity in Northern Colorado and a resource for minority groups by promoting awareness, appreciation and inclusion within the business, private, public and nonprofit communities. Members of this organization describe Fort Collins as an accepting community that values its differences, as well as a great place to live and raise a family. However, Fort Collins is not a very diverse community, being 90% white, and there is not much of a support base for ethnic groups and businesses. Suggestions for improvement include showcasing the community's increasing efforts to support diverse groups and businesses, and make minority groups feel welcome. Large organized events that celebrate differences in an all-inclusive way would also be helpful. This organization reflects the values of Fort Collins through its mission to become a role model in the community and encourage people to learn about and discuss their differences in order to be more accepting of others. Fort Collins should become a role model for other cities as well. ONLINE COMMUNITY SURVEY Purpose The purpose of the Online Community Survey is to gain a qualitative and quantitative measure of the community's perceptions of Fort Collins. 19 Methodology North Star developed an online survey based on the results of the stakeholder Vision Survey, and the community was encouraged to participate. Results Total respondents: 339. Residents who participated feel: • Fort Collins is best described as healthy/active (38%) and family -friendly (26%). • Fort Collins greatest asset is natural beauty [mountains, rivers, parks] (42%) and Old Town [downtown] (16%). • Visitors are attracted to Fort Collins by Colorado State University (43%) and outdoor recreation/Poudre River (39%). • Businesses are attracted to Fort Collins by the quality of the community (52%). • Residents are attracted to Fort Collins by the community values (27%), the climate (19%), and the recreational activities (19%). • People who have never been to the area think Fort Collins is friendly/inviting (28%), beautiful (25%) and a college town (22%). • Potential visitors, residents and businesses are prevented from learning more about Fort Collins due to overshadowing by Denver/Boulder (37%) and a lack of major attractions (25%). • Fort Collins biggest challenge is business retention/recruitment (25%) and managing growth (24%). • The biggest opportunities for employment growth are in the biosciences (22%), clean energy (21%) and tourism [arts/culture/entertainment/recreation] (19%). • Fort Collins aspires to be a leader in Northern Colorado (47%) and a cultural center (19%). • Fort Collins is a unique Colorado city due to the excellent quality of life (60%). CONSUMER AWARENESS AND PERCEPTION STUDY Purpose The purpose of this study is to gain insight into consumer awareness, visitation and perception of Fort Collins, Colorado. 20 Methodology A telephone survey was conducted among consumers in two key competitive markets for Fort Collins, Colorado. The two markets used for this CAP Study were Denver, Colorado and Colorado Springs, Colorado. A total of 200 surveys were conducted, allowing for a margin of error at +/- 7.04% at a 95% confidence level. 100 interviews were conducted in the Denver, Colorado market and 100 interviews in Colorado Springs, Colorado market. North Star Research developed the survey instrument, fielded the research, tabulated, and analyzed the data. The interviews were conducted between September I Ith and September 25th. The analysis was completed immediately thereafter. The survey was specifically developed to measure: • The overall perception of Fort Collins among consumers. • Whether consumers have visited Fort Collins. • What consumers would add to and/or take away from Fort Collins to make it a more exciting place. • Whether consumer perception of Fort Collins changed after visiting. Results • Fort Collins, Colorado received fifty-five percent (55%) unaided awareness when respondents were asked "what cities or communities come to mind when you think of the Northern Colorado?" Fort Collins received one hundred percent (100%) total awareness which is a combination of unaided and aided awareness. • The top of mind perception of Fort Collins is a college town with the Colorado State University as well as a community with outdoor activities, the mountains, and microbreweries. Fort Collins is also known for being a pretty community. • The adjectives that describe Fort Collins are beautiful, Colorado State University, and a friendly community. Almost half (45%) of the respondents did not know of any adjectives that would describe Fort Collins. • A community that emphasizes alternative energy would have clean air, clean water, public transportation system running on alternative energy and be environmentally conscious using wind energy, solar energy and renewable materials. Some of the respondents think the rates would be cheaper with alternative energy and some tend to think the rates would be higher. • The emphasis on microbreweries overwhelmingly suggests to respondents that the community likes beer. Respondents also look at the microbreweries as employment opportunities for the community. Microbreweries are associated with a young crowd or yuppies. • Forty-nine percent (49%) of the respondents had visited Fort Collins in the past 21 three years. Most of those visits were day trips • The primary purpose for visiting Fort Collins was a leisure trip (35%). Thirtyfour percent (34%) of the respondents' primary purpose of visiting Fort Collins was to visit friends and relatives. Twelve percent (12%) visited Fort Collins on business and fifteen percent (15%) combined both business and pleasure on their trip. • When respondents were asked to rate attributes regarding Fort Collins, Colorado on a scale of 1 to 5 with 1 being "poor" and 5 being "excellent", the appearance of the city was the highest rated statement with a mean score of 4.03. Fort Collins being a city committed to the community was rated 3.74 and the downtown as a center piece of the city was rated 3.61. • Fort Collins is viewed as the microbrewery capital in Colorado along with Golden, Colorado. Brand Building Messages The following brand building lines were created by North Star for the BrandPrint with the city of Fort Collins. The communications office encourages City departments, community partners and private businesses to use these messages to tell the story of renewal, energy and passion that is in our city and residents. A town that respects you for your mind as much as your body. A town that's as committed to saving the environment as it is to enjoying it. When the body has room to move, so does the imagination. People that keep their bodies in shape tend to keep their companies healthy, too. The businesses are independent. The passion is mass-produced. The only thing we mass-produce is passion. Commitment to renewable energy. As if the hiking trails didn't provide that already. The art scene has to be pretty good to compete with views like 22 this. We believe in equal -opportunity. Especially between career, family and passions. Following your passions and pursuing your career don't have to be mutually exclusive. Living near fresh mountain water inspires many dreams. Just ask one of the 50 microbrewers here. A city focused on renewable energy can have a similar effect on your own. Meet the town's oldest resident: The Poudre River, dispenser of wisdom for generations. Hard to believe this is a town that believes in conserving energy. (show people biking) This far above sea level, you can't help but have better perspective on things. The air is thinner here. Maybe that's why people savor every breath. The arts are thriving here. Particularly the latest works from Mother Nature. Our long history with recycling started with turning mountain water into microbrews. Following your passions and pursuing your career don't have to be mutually exclusive. 23 L. oncaw De�dk,mune Rd Psli Pogo Pnxes. t]�lor 24 I.", Ium Ad Pia Nog Pry cuss Color .T Uowncown Ad Pull Page Process G:3or 26 Uorvnan.n AA full Page Prows. Co;or 27 Fn�s��nl I'cr;rcr Eamwnic Dcvolopmom Ad foil Fag. Vrc,,si Colpr 29 Fort Collins BrandPrintTM Fort Collins Brand Print Colorado Collins where renewal is a way of life North Star Destination Strategies Fort Collins BrandPrintTM May 2007 Fort Collins BrandPrint North Star Destination Strategies INTRODUCTION ABOUT NORTH STAR DESTINATION STRATEGIES ABOUT THE BRANDPRINT PROCESS EXECUTIVE SUMMARY UNDERSTANDING (Research findings) INSIGHTS (Conclusions based on research) IMAGINATION (Creative ideas for building the brand) EVALUATION (Tracking the brand performance) UNDERSTANDING IN -MARKET REPORT Purpose, Methodology, Results Other Major Themes and Observations VISION SURVEY Purpose, Methodology, Results INQUIRY ORIGIN STUDY Purpose, Methodology, Results Inquiry Origin Maps VISITOR ORIGIN STUDY Purpose, Methodology, Results Visitor Origin Maps MARKET PERFORMANCE/OPPORTUNITY ANALYSIS Purpose, Methodology, Results TARGET CLUSTER MAPPING Purpose, Methodology, Results Top Target Clusters (by Household Percent) Top Target Clusters (by Household Count) TAPESTRY STUDY An Introduction to Community Tapestry Purpose, Methodology, Results TAPESTRY WHO REPORT Top Resident Segments Top Visitor Segments TAPESTRY WHAT REPORT Understanding the What Report Highlights of Resident Habits Highlights of Visitor Habits PERCEPTION STUDY Purpose, Methodology, Results State Tourism Officials Colorado Tourism Professionals Group Tour Leaders Meeting Planners State Economic Development Officials Local Business Owners Businesses that "Got Away" Northern Colorado Multicultural Corporation Fort Collins BrandPrint 9 1 12 13 13 15 19 19 31 31 32 33 33 34 35 35 37 37 38 39 40 40 41 42 42 43 44 44 46 46 47 47 47 47 48 48 48 49 49 49 North Star Destination Strategies ONLINE COMMUNITY SURVEY 51 Purpose, Methodology, Results 51 CONSUMER AWARENESS AND PERCEPTION STUDY 52 Purpose, Methodology, Results 52 INSIGHTS 54 INSIGHTS ABOUT FORT COLLINS 55 Brand Positioning Platform 57 IMAGINATION 58 STRAP LINE 59 Strap Line Support 59 BRAND BUILDING IDEAS 60 R ... Rally grassroots support 61 E ... Emphasize communications 64 N ... Note infrastructure opportunities 66 E ... Empower your website 67 W... "Wow" residents 69 A ... Attract new visitors 72 L ... Leverage the brand with businesses 74 FOUNDATION CREATIVE 76 Final Fort Collins Logo 76 Customized Organization Logos 77 Stationary/Letterhead 78 Tourism Ad 79 Tourism Ad II 80 Economic Development Ad 81 Economic Development Ad It 82 Arts Ad 83 Arts Ad II 84 Downtown Ad 85 Downtown Ad II 86 118 Page Tourism Ad 87 118 Page Tourism Ad II 88 Website Opening 89 Website Opening I Page 1 90 Website Opening I Page II 91 Website Opening I Page III 92 Website Homepage 93 Economic Development Direct Mail Postcard 94 Tourism Brochure 95 Festival Poster 96 Vertical Tradeshow/Light Post Banners 97 Renewal Energy Bar 98 Suggested Product Line 99 Freestanding Display 100 Tradeshow Usage 101 In -Store Partner Display 102 Fort Collins BrandPrint North Star Destination Strategies EVALUATION FORT COLLINS VISITATION STUDY Purpose, Methodology FORT COLLINS PERCEPTION STUDY Purpose, Methodology FORT COLLINS CONVERSION STUDY Purpose, Methodology APPENDIX A: VISION SURVEY QUESTIONNAIRE APPENDIX B: INQUIRY ORIGIN MAP APPENDIX C: VISITOR ORIGIN MAPS APPENDIX D: MARKET PERFORMANCE/OPPORTUNITY ANALYSIS APPENDIX E: TARGET CLUSTER MAPS APPENDIX F: ONLINE COMMUNITY SURVEY APPENDIX G: SAMPLE BRAND CHARTER APPENDIX H: BRAND MANAGER JOB DESCRIPTION APPENDIX I: FORT COLLINS VISITATION STUDY OUTLINE APPENDIX): FORT COLLINS VISITOR PERCEPTION STUDY OUTLINE APPENDIX K: FORT COLLINS CONVERSION STUDY OUTLINE APPENDIX L: FORT COLLINS LOGO STANDARDS GUIDE Fort Collins BrandPrint 103 104 104 105 105 106 106 North Star Destination Strategies ABOUT NORTH STAR DESTINATION STRATEGIES North Star Destination Strategies comprises 30 talented people dedicated to growing destination brands through integrated marketing solutions. In fact, North Star is the only branding company to offer destinations a combination of research, strategy and creative. This process — called Community BrandPrint — provides direction for the destination's brand development, like a blueprint provides the agreed -upon direction for building a house. And just like a construction blueprint, the priorities and targets of each Community BrandPrint are stated in clear and unambiguous language. The resulting brand personality is as revealing as an individual's fingerprint, and just as unique. ABOUT THE BRANDPRINT PROCESS Through the Community BrandPrint process, we determine Fort Collins's most relevant and distinct promise. From that promise, we create a positioning philosophy that generates a brand identity in the minds of residents, visitors, and economic development entities. We then develop powerful brand -building ideas and effective communication, all of which reinforce the positioning and ensure brand equity and growth. This process is divided into four stages: Understanding, Insights, Imagination and Evaluation. Fort Collins BrandPrint North Star Destination Strategies I of 106 Fort Collins hired North Star Destination Strategies to develop and clearly identify Fort Collins, Colorado's destination marketing brand for businesses, visitors and residents. The unique process — developed by North Star and called Community BrandPrint — is known throughout the United States for its ability to effectively generate positive, strategically aligned marketing growth within the various entities that comprise a community. While the details of North Star's involved process are discussed in-depth in the appropriate sections, the Executive Summary represents a snapshot of our most important findings, suggestions and outcomes. Fort Collins BrandPrint North Star Destination Strategies 2 of 106 UNDERSTANDING (RESEARCH FINDINGS) The goal of this stage is to better understand perceptions of the following groups regarding Fort Collins: • Community stakeholders (as a place to live, work and play) • Residents (as a place to live) • Past and current visitors (as a tourism destination) • Businesses (as a place to open shop and grow) • Site selectors and tour operators (as a place to do business) Research also looked at: Primary cities of origin for inquiries about and visitors to Fort Collins Demographic and psychographic information about visitors and residents. FORT COLLINS STAKEHOLDERS SAY: From the Stakeholder Vision Survev • Adjectives to describe Fort Collins: Friendly, pretty, fun, progressive, clean, educated, healthy, active, college town • Attracts visitors: CSU, outdoor recreation, Old Town • Attracts businesses: Educated workforce, school system, quality of life • Attracts residents: Schools, quality of life, recreation • Greatest asset: CSU • Greatest challenges: Maintaining the tax base, managing growth • Greatest opportunities: High -paying jobs, quality development, the arts, Old Town. FORT COLLINS RESIDENTS SAY: Top responses from the Online Community Survey • Fort Collins is best described as healthy/active (38%) • Greatest asset is natural beauty [mountains, rivers, parks] (42%) • Visitors are attracted by Colorado State University (43%) • Businesses are attracted by the quality of the community (52%) • Residents are attracted by the community values (27%) • People who have never been to Fort Collins think it is friendly/inviting (28%) • Outsiders are prevented from learning more about Fort Collins due to overshadowing by Denver and Boulder (37%) • The biggest opportunities for employment growth are in biosciences (22%) • Fort Collins aspires to be a leader in Northern Colorado (47%) • The excellent quality of life (60%) makes Fort Collins a unique Colorado city. Fort Collins Brand Print North Star Destination Strategies 3 of 106 FORT COLLINS VISITORS/PROSPECTIVE VISITORS SAY: From the Consumer Awareness and Perception Study • Adjectives to describe Fort Collins: Beautiful, friendly • Top of mind perception of Fort Collins: A college town; a community with outdoor activities, the mountains, and microbreweries • Highest ranked attributes: Appearance of the city (4.03) and a city committed to the community (3.74) (On a scale of 1-51 • Thoughts regarding the abundance of microbreweries: o Fort Collins is viewed as the microbrewery capital of Colorado (along with Golden, Colorado) o Suggests that the community likes beer o Viewed as an employment opportunity o Associated with a young crowd, or yuppies • Thoughts regarding the emphasis on alternative energy., o A community that emphasizes alternative energy would have: Clean air, clean water, a public transportation system running on alternative energy and be environmentally conscious • 49% of respondents had visited in the past 3 years: o Most visited on daytrips, most (35%) for leisure purposes. STATE TOURISM OFFICIALS SAY: From the Perception Study • Seen as: A charming town with great shopping, restaurants and microbreweries • Primary challenge: Seen as a college town versus a destination • Suggestions: Attract visitors from Wyoming on 1-25, encourage people to travel to Rocky Mountain National Park through Fort Collins (versus Loveland). COLORADO TOURISM PROFESSIONALS SAY: • Seen as: A cultural college town with great bike trails, brewpubs and unique downtown shopping • Tourism assets: Breweries, Old Town (largely undiscovered attraction) • Primary challenges: Local attractions are spread out and hard to find, lack of awareness of a reason to visit/things to do, perception that Fort Collins is a college town and doesn't offer an authentic Colorado experience • Suggestions: More events, downtown entertainment and signage (for trails and breweries on 1-25); better marketing of hiking/biking trails. GROUP TOUR LEADERS SAY: • Seen as: The home of CSU, good restaurants/breweries and Poudre Canyon • Tourism assets: Bike trails, Old Town • Visitation drivers: Conferences and education programs for CSU; outdoor activities for young actives; sightseeing for seniors on their way to Rocky Mountain National Park, Denver or Cheyenne • Primary challenge: Not seen as a destination • Suggestions: Emphasize the river, market trail offerings, market regionally. Fort Collins Brand Print North Star Destination Strategies 4 of 106 MEETING PLANNERS SAY: Seen as: A laid-back, friendly, college town with great restaurants and breweries, but very spread out and not easily accessible Assets: One of the top locations in Colorado for meetings because it is an affordable, small, clean town with personal service and many options for dining/shopping Primary challenge: No convention center, lack of quality hotels/transportation around town. STATE ECONOMIC DEVELOPMENT OFFICIALS SAY: • Seen as: Relaxing and inviting, great downtown and outdoor recreation, "the definition of a great quality of life" (clean air, great schools, great nightlife and proximity to Denver airport) • Assets: CSU, quality workforce, great business environment • Primary challenge: Lack of awareness among site selectors, perception that the city is far away from everything and becoming landlocked • Suggestions: Tap into value-added agriculture, pursue high-tech companies. LOCAL BUSINESS OWNERS SAY: Seen as: Family -oriented, offers great opportunities for personal and professional growth, good school systems, advantageous central location Assets: The people, incredibly intelligent workforce, collaborative environment, progressive and friendly city Primary challenges: No -growth policies, red tape. BUSINESSES THAT "GOT AWAY" SAY: Primary reason for relocation: More strategic locations elsewhere due to the market and/or vendor accessibility Primary challenge: Too much red tape. NORTHERN COLORADO MULTICULTURAL CORPORATION SAYS: • Seen as: An accepting community that values its differences (but is lacking in diversity), a great place to live and raise a family • Suggestions: Showcase efforts to support diverse groups and businesses, make minority groups feel welcome, work to become a role model for other cities. INQUIRY & VISITOR MARKETS SHOW: From the Inquiry and Visitor Origin Studies • Top Inquiry Markets: Denver -Aurora, CO (8.5%), New York -No N.f.-LI (3.6%), Chicago -Naperville, IL (3.0%) • Top Visitor Markets: Denver -Aurora, CO (11.7%), Colorado Springs, CO (4.6%), Loveland, CO (2.8%). Fort Collins BrandPrint North Star Destination Strategies 5 of 106 TAPESTRY PROFILING SHOWS: • Top Resident Tapestry Clusters o Up and Coming Families (12%): Second highest growth market and youngest of Tapestry's affluent family markets. Residents are more Gen Xers than baby boomers with a median age of 32. Most are married couples with children at the beginning of their careers. Purchase basics in household furniture and yard care products, enjoy fast food, domestic travel and have little free time. o College Towns (1 I %): Most residents are between 18-34 and live in single person or shared households. Education is the key focus of residents (approximately 42% are enrolled in college) and they rank high for part- time employment. Residents prefer ready-made or easy to prepare meals and they frequently dine out at fast food restaurants. They are highly computer and internet savvy, own few appliances, and enjoy a casual and active lifestyle. Leisure time includes concerts, college sports games, movies and bars. o Metropolitans (7%): Metropolitans favor city living in older neighborhoods populated by singles or childless couples. Residents include both Gen Xers and retirees with a median age of 37.2 and a median HHI of $55,000. Most are white with some black and Hispanic populations represented. Residents pursue an active, urbane lifestyle and travel frequently. They listen to classical, public, jazz and talk radio and stay civically involved. • Top Visitor Tapestry Clusters o Boomburbs (8%): Residents enjoy the single life; single persons living alone or with a roommate represent the majority of this market that is quickly maturing and diversifying. With a median HHI of more than $87,000, these singles are affluent and extremely well-educated. Most hold professional or management positions. Leisure time is spent at concerts, sporting events, shows, and museums. They are health conscious and physically fit. o Suburban Splendor (8%): Maturing families in growing neighborhoods, median age 40, married with adolescent children. Mostly white, median HHI $1 14,000, high labor force participation, 92% own their homes. Free time is devoted to family, travel, self-improvement and investing. o Exurbanites (6%): Residents live beyond the urban fringe, preferring open space with affluence. Majority are empty nesters but 45% of the married couples still have children at home. Median age is 43, placing residents between college expenses and care of elderly parents. Focus strongly on investing, home and garden, and shop practically at stores like Lands' End, L.L. Bean, Old Navy and Target. Fort Collins BrandPrint North Star Destination Strategies 6 of 106 INSIGHTS (CONCLUSIONS BASED ON RESEARCH) Fort Collins has everything you would expect from a great Colorado town — outdoors, microbrews, university, vibrant downtown and environmental consciousness. But it's so much more... Fort Collins is the leader of Northern Colorado, and sets higher standards — as a true leader should. o The "Greenest City" in Colorado (Denver Post) o I of 4 Sustainable Cities for Best Practices for Renewable Energy (Sierra Club) 0 3id city in the U.S. to mandate LEED certification for all city buildings (U.S. States News) 0 5-Star Award for efforts to reduce global warming and pollution (ICLEI) o CSU curing diseases, solving world environmental problems o Microbrew capitol o More than 50 organizations contribute to local arts scene o A "leader in innovation and partnerships" for growth (CSU regional economist) o Overflowing with nonprofits o Highly involved in volunteerism for the community and environment (Tapestry profiling) o Land conservation and historic preservation are collective priorities Fort Collins is genuine and authentic. o Real, friendly, open-minded and down-to-earth people (not extreme liberal hippies with superior attitudes). o Historic Old Town and locally -owned businesses are dominant (not homogenous big box developments). o Small businesses and entrepreneurs are supported. Fort Collins is approachable and accepting of all kinds. o Green and pro -business o High-tech and agriculture o Liberal and conservative o Highly educated and down to earth o Work hard and play hard o Families and college students o Arts/culture and outdoors o Healthy/active and love beer o High energy and laid-back o Leaders and humble • Fort Collins is inspiring. o The arts are celebrated. o Natural beauty and surroundings are appreciated and preserved. Fort Collins BrandPrint North Star Destination Strategies 7 of 106 o Numerous forces are at work to ignite change and progress, providing regional and global environmental, social and agricultural solutions. o People get involved and volunteer their time towards various causes. • This is a place where you can renew yourself. o Re -charge, energize, relax, be creative, get involved, start a business, spend more time with your family, be an individual, learn something new, be a leader, reach your fullest potential. In Fort Collins, you can pursue your passions. o #1 Best Place to Reinvent Your Life (AARP) o #I Top Retirement Spot (Where to Retire) o # I Best Place to Live (Money Magazine) o Ranked as one of the best places to live and do business (Forbes, Kiplinger's, Men's Journal) o # I town in the U.S. for entrepreneurs o One of America's Dream Towns (Outside) o One of 18 Perfect Towns (Outside) o I Oth Best City to Have it (All A&E Network) o #6 Best Places to Raise Your Family (Frommer's) 0 100 Best Communities for Young People (America's Promise) o Governor's Award for Downtown Excellence o Best Place to Raise a Family (Reader's Digest) • The Fort Collins personality is: o A leader, authentic, humble, original, down-to-earth, creative, proactive, independent, supportive, adventurous, appreciative, balanced, forward - thinking, happy, accepting, inspiring. BRAND POSITIONING PLATFORM Target Audience: For anyone who wants the Colorado lifestyle, but also wants more out of life Frame of Reference: Fort Collins is an authentic Colorado college town in the foothills of the Rockies, Point of Difference: where the environment creates a renewal of energy, Benefits: so tomorrow has endless possibilities for pursuing your passions. Fort Collins Brand Print North Star Destination Strategies 8 of 106 IMAGINATION (CREATIVE IDEAS FOR BUILDING THE BRAND) STRAP LINE Where Renewal is a Way of Life LOGO Colorado Collins where renewal is a way of life BRAND -BUILDING IDEAS Community brands are not just about strap lines and logos. They are about emotion and experience. For that reason, North Star provides custom brand -building ideas designed to get your "Renewal is a Way of Life" brand off the page, onto the street and into people's hearts and minds. Following are seven big strategies for establishing Fort Collins as a community where there's no limit to the ways you can rediscover yourself. Where everything old can be new again — from energy to art to your approach to life. And where recharging your batteries is sometimes as simple as breathing the air. Now that's a refreshing change! • R ... Rally grassroots support o The best way to establish your brand is to first build support for your brand with the stakeholders and leaders of Fort Collins. The bottom line: brands don't grow and thrive if no one takes responsibility for them. Successful implementation of the Fort Collins brand requires ownership, accountability, passion, understanding and respect for the branding effort. • E ... Emphasize communications o Fort Collins is energized about its new brand. And when you're passionate about something, what's the point of keeping it under wraps? Implement multiple communication ideas that are designed to help you get the word out. • N ... Note infrastructure opportunities o Successful brand implementation requires the best use of available resources. The City of Fort Collins owns a number of assets ideally suited for high -profile presentation of the brand. Fort Collins BrandPrint North Star Destination Strategies 9 of 106 • E ... Empower your website o The internet is the single most cost effective way for reaching out to all of your different audiences with your umbrella brand. In addition, it is reflective of the vital, vibrant, connected nature of a culture based on renewal. The key is to make it easy for users to find the information they need. You also must find ways in which your various websites can reflect the brand while maintaining their individuality. • W... "Wow" residents o At the heart of the Fort Collins renewal brand are the citizens who embrace this ideology as a way of life. Educated, involved, active and alive, your residents greet each day determined to make it better for themselves, their children, their neighbors and the world. The key to success for this brand is to make it "of the people." And that means making them an integral part of the brand's launch, implementation and life. • A... Attract new visitors o From your charming downtown to your great shopping and dining to your broad range of outdoor recreation, Fort Collins offers visitors lots of room to create their ideal vacation experience. But don't make your visitors "search" to find information about your tourism attributes. Put your new brand up front and center for the purposes of tourism. • L ... Leverage the brand with businesses o Show businesses and business prospects that Fort Collins is a community that supports growth and development and will supply them with the tools and resources they need to succeed. Fort Collins BrandPrint North Star Destination Strategies 10 of 106 EVALUATION (TRACKING THE BRAND PERFORMANCE) North Star provided Fort Collins with three do-it-yourself measurement tools to track how the brand is performing. Fort Collins Visitation Study o Continuously track visitation characteristics in order to note and respond to changes in visitation trends including length of stay, party size and composition, demographics, and visitor activities and spending. Fort Collins Perceptions Study o Three years after brand implementation, measure the changes in perceptions among all markets. Fine tune the media and messaging based on the findings. Fort Collins Conversion Study o Conversion studies help refine the media decision to ensure media efficiency as well as achieve conversion benchmarks for future measurement. Fort Collins BrandPrint North Star Destination Strategies I I of 106 WHERE THE BRAND HAS BEEN AND WHY This stage addresses the community's current brand positioning. We assess the environment; visitor and inquiry origin, demographics and psychographics; perceptions of visitors, businesses, residents and stakeholders; current communications and the competition. Most importantly, we gather input from Fort Collins and its constituents. We are looking for current attitudes regarding the brand. We are also trying to spot behavioral trends that exist around that brand. This stage is critical because it uncovers the relationship between three factors: the destination's physical qualities, all communication materials and the position the destination holds in the mind of the consumer. Fort Collins BrandPrint North Star Destination Strategies 12 of 106 IN -MARKET REPORT Purpose The purpose of the In -Market Study is to gain understanding of the perceptions and attitudes of Fort Collins among its residents and experience, first hand, what makes Fort Collins a unique place for businesses, visitors and residents alike. Methodology The following summary reflects observations and input received from the North Star Destination Strategies Fort Collins Community BrandPrint In -Market Visit on June 13- 15, 2006, This includes stakeholder focus groups, stakeholder one-on-one interviews and local community one-on-one perception interviews. Results (Executive Summary) Ask anyone in Fort Collins what you should do while you're there and they'll point west. The Poudre River, Horsetooth Reservoir and the immediate surrounding areas offer endless options for outdoor recreation — biking, hiking, rafting, kayaking, camping and scenic drives. They will also point inward towards Old Town, the vibrant epicenter of Fort Collins where you can shop, eat, drink a freshly brewed beer, enjoy an outdoor concert, or simply watch the eclectic mix of people go by. A constant motif, evident everywhere you look, is bicycles. One can easily travel through town on a bike — and many choose to do so. When exploring the culture in Fort Collins, a collective consciousness emerges which encompasses the outdoors, the arts, education, environmental concerns and a general Fort Collins Brand Print North Star Destination Strategies 13 of 106 appreciation for authenticity (microbrews, local shops/restaurants). As one resident put it, "...this is a happy place with good energy." While there have been strong anti -growth sentiments, the majority of the community now supports a greater focus on economic development and recognizes its strengths and priorities in the following categories: software, hardware, biosciences, clean energy, agri-tech and all things "Uniquely Fort Collins" (restaurants, microbrews, rafting, arts/entertainment). Fort Collins also possesses incomparable brainpower, an excellent education system, a desirable quality of life and vast open space — all important factors when competing for and retaining those companies and jobs that will ensure a diverse and prosperous economy. Most of the economic growth in Fort Collins has been organic. The city is very supportive of local start-ups, and has been deemed the #1 town in the U.S. for entrepreneurs (per capita). Microbreweries are symbolic of this movement, as are all of the businesses under the "Uniquely Fort Collins" umbrella. Support for these local efforts can be seen around town on signs reading, "Shop Fort Collins First." High-tech consulting start-ups are also common; former employees of companies like HP and Intel don't want to leave the area. With a student population of 25,000, Colorado State University is a dominant backdrop that holds great potential for economic development, if the city can align its industry pursuits to university expertise. CSU's major initiatives involve positioning the university as a leader in 21" century agriculture. This includes three areas of focus: biosciences (developing vaccines for infectious diseases); environmental sustainability (air, water, soil, energy); and food nutrition for well-being (crops for health). Regarding immediate competition, Loveland (just to the south) is the home of big box retail and touts itself as the gateway to Rocky Mountain National Park. Boulder gets the ink for being the progressive city, and Denver has the jobs. Key constituents realize Fort Collins is commonly associated with its microbrews, but unanimously agree the community should be known for more than just beer. Fort Collins BrandPrint North Star Destination Strategies 14 of 106 OTHER MAJOR THEMES AND OBSERVATIONS Assets: • Old Town o The place to be — always something going on o Has a certain character that's hard to find o Boutique shopping (not mainstream retail): antiques, outdoor designs, Colorado art, guns and outdoor supplies o Plethora of restaurants o Historic buildings (architecture) o Gathering spot — entertainment/music o All types — from Mohawks to families o Inspiration for parts of Downtown Disney • Breweries o New Belgium, Odell's, CooperSmiths, Fort Collins Brewery, Budweiser o Could be considered the microbrew capitol o "CooperSmiths makes you love Fort Collins — brewed beer on the patio" o "New Belgium value system reflects this community" (sustainable, wind powered, bikes, local start-up) o Foam on the Range: local event to help guide locals and visitors to all of the breweries (yet another example of collaboration and support) o Brew Fest (Microbrewery festival) • Outdoors (Poudre River, Horsetooth Reservoir, trail system, open space) o Definitive part of the culture o Fort Collins values the natural environment o You can go from east to west and north to south on trails o You can do "canyon and culture" (i.e. theatre) in one day o Offers camping, hiking, biking, tubing and rafting o Over 300 days of sunshine (stated by many); great climate o Provides quality of life that attracts employees/residents (Hewlett Packard HR knows this is why people come to Ft. Collins). • The arts 0 7 theater groups, Contemporary Art Museum, galleries downtown, high symphony attendance o People can express themselves here o Eclectic • Vitality o People bike/walk in the evenings here (not everyone is in a car) o People live well here and take pride in their lives o Great vibe — happy place with good energy • Clean o Pristine — has not been discovered o Environmental programs for clean energy • CSU o Key source of intellectual stimulation Fort Collins BrandPrint North Star Destination Strategies 15 of 106 Challenges: • Anti -growth city council members o Community groups are more liberal and somewhat negative about economic development A lot of folks think with open space, trails, revitalized downtown, university, etc. it's not difficult to attract new business o Community is tired of no -growth policies The "minority" council needs to rethink their approach — Fort Collins needs business • Cities/counties in Colorado rely heavily on sales tax o Fort Collins used to be the retail leaders in Colorado, but now the sales tax base is eroding (and competing with big box towns like Loveland) • Recent international retail conference in Vegas o Fort Collins was perceived as a college town without much purchasing power • Not true! (High tech industry = high incomes in Fort Collins) o Need to focus on retail strategy — Fort Collins has pushed Big Box away • Not a lot of property available for new business due to Colorado boom and bust • Competition Loveland: Shopping, touts gateway to RMNP, going to be the epicenter of Northern Colorado, transportation hub Denver: Jobs Boulder: Goes beyond a college rivalry — Boulder gets the ink; always gets the press as the progressive city. Fort Collins has to fight for positioning and feels like the step child. Opportunities• • Fort Collins possesses key drivers for economic development: 1) Quality of life a. Education system (K-12 system is almost like a private school) b. Outdoors c. Weather d. Arts/culture e. Breweries f. Old Town (shopping/restaurants) 2) Brainpower a. CSU b. 95% of population has a high school degree 3) High-tech base a. HP, Intel, Advance Energy 4) Open space Fort Collins BrandPrint North Star Destination Strategies 16 of 106 • Six clusters define Fort Collins: 1) Software 2) Hardware 3) Bio sciences a. World -class human/animal sciences b. Animal sciences is a huge industry (Fort Collins is not currently capitalizing on it and should) c. CSU veterinary school is #1 in the country 4) Clean energy a. Fort Collins could become the clean energy capital b. Program at university to develop capabilities (labs, solar, biofuels, etc) could attract billions of dollars c. Sustainability d. New Belgium is clean energy consumption and zero polluter; only brewery in the U.S. to get all power from wind e. Schools are LEED certified f. Green Build program at CSU g. Engines lab — doing major clean engine work with global implications (will reduce emissions by 70%) h. Working towards stabilizing energy grids to allow for multiple sources of energy 5) Agri -tech a. CSU specializes in agrarian sciences b. Federal government has a repository of every seed -born plant in the world in a facility on campus (to prevent extinction) 6) Uniquely Fort Collins a. Encompasses restaurants, microbrews, rafting, arts/entertainment b. Fort Collins is more than beer Linking downtown to CSU is currently a major initiative o Putting in 5,000 residential properties around downtown o Beet Street Project — arts/entertainment venues/activity downtown, amphitheater by the river Beer o There are only two national microbrews (Sierra Nevada and Sam Adams) o New Belgium is only four states away from a national microbrew status o Odell's is expanding o Fort Collins Brewery o Fort Collins can be considered the microbrew capitol o Brewery Tour (Foam on the Range) Development of river corridor o Future development in proximity of the river (not right up to it like in San Antonio) o Environmental perspective (protecting the river) o Pushing out Old Town (from an architectural standpoint, design, etc.) Fort Collins BrandPrint North Star Destination Strategies 17 of 106 • Potential o Could/should be as big as Estes Park (which doesn't have the culture, schools, jobs, etc.) o Highway 34 goes to Rocky Mountain National Park — Fort Collins is building more along there • CSU is the largest conference university in the U.S. o Meetings business is strong for those seeking outdoors as part of conference/meeting, big draw for religious groups • Embracing CSU's priorities — super clusters (21" century agriculture) 1) Infectious diseases a. Not just about developing a vaccine, but about the infrastructure, capabilities, language and culture of the country it's going to effect b. Priority to grow biosciences infrastructure c. Beef traceability (CSU does that work) 2) Environmental sustainability a. Air, water, soil, energy b. #1 atmospheric sciences in the world (does the fastest remote data collection in the world) c. Soils — important for agriculture i. Natural resources ecology lab ii. Research stations on every continent d. Water — public policy work, analysis, etc. e. It's all environmental and contributes to progressive agriculture f. Federal seed repository 3) Food nutrition, health and well-being a. Cancer researchers studying links between food and cancer i. Crops for health — want to be the world experts on scoring food in terms of health benefits • City's economic development should complement CSU's human talent and technology and capitalize on it o CSU would listen if city wanted to bring in a company that needed these kinds of engineers o CSU is the #2 university for research money (industry can tap into university expertise and intellectual stimulation) • Creative class o Want to live in a beautiful, cultural, intellectual place • The major gateway to Fort Collins economic development is rich, startup CEOs • Most site selectors first interact with Northern Colorado Regional Economic Development • Small business incubator (community supports them) o People want to be here, they don't have to be here o Even if they lose their job they are going to try to stay • Fort Collins needs to be able to attract ethnic/international diversity o A black person cannot get a haircut in Fort Collins. Fort Collins Brand Print North Star Destination Strategies 18 of 106 VISION SURVEY Part of the Understanding stage includes understanding stakeholders' perceptions of the community. After all, no one knows Fort Collins better than those that form its backbone. Purpose To understand stakeholders' perceptions, a Vision Survey was mailed to key stakeholders in the community. Many of the questions focused on the city's direct strengths, weaknesses, opportunities and threats. Other questions focused on brand perception, allowing the respondent to translate the intangible elements of a brand into a concrete description. Methodology Fifty two (52) surveys were completed, returned and analyzed. The summary below lists the answers most reflective of all stakeholders. Answers are listed in order of those that received the most responses. A copy of the Fort Collins Vision Survey can be found in ffi k Additionally, all the responses to the Vision Survey have been provided in a binder accompanying this Final Report. Results When you first think of Fort Collins, what 3 adjectives come to mind? • Friendly 16 • Pretty II • Entertaining/adventure/fun 10 • Progressive/growing 10 • Clean 10 • Educated 9 • Healthy/active 8 • Vibrant 8 • Old-fashioned/conservative/conventional 6 • Safe 5 • Small 5 • Artistic/creative 4 • Home/comfortable 4 • College town 3 • Orderly/well-planned 3 • Great climate 3 • Peaceful • Family -oriented 3 Fort Collins Brand Print North Star Destination Strategies 19 of 106 Others: Historic, tough to do business, balanced between environment and business, youthful, average, talented, spirit, white, affluent, too big, retail, easy to navigate, excellence, sophisticated, congested, just right, modern, outdoorsy, diverse, arrogant, quality of life, divided What is Fort Collins? • Outdoorsy/environmentally-friendly 13 • Great quality of life/great place to live I I • College town 10 • Growing/progressive 7 • Educated/good schools 6 • At the base of the Rocky Mountains 5 • Small town/small town feel 4 • Values citizens and tries to meet their needs 3 • Diverse people 3 • High tech 3 • Friends and family 3 • Leading city in Northern Colorado 3 • Entrepreneurial/ business -oriented 2 • Caring/generous 2 • City with great opportunity 2 • Stuck between being traditional and progressive 2 • Historic 2 • Beautiful • Nationally recognized retirement area 2 Others: Between Boulder and Greeley, wacky, liberal, accessible to the metropolitan area of Denver, good climate, vibrant downtown, low crime, supportive, regenerative, safe, upper middle class, typical Colorado, artistic, falling behind, agricultural, multi -talented, community with similar life styles In your opinion, what are the top three things in/about Fort Collins that attract visitors? • Colorado State University 35 • Mountains/Rocky Mountain National Park 27 • Outdoor recreation/cultural events/activities 25 • Old town/downtown 21 • Climate 10 • Poudre River Canyon 8 • Geographic location 8 • Family/friends 7 • Pubs/brew tours/Anheuser/New Belgium 5 • Environment/scenery 4 • Reputation 3 • Night life (movies, restaurants) 3 Fort Collins BrandPrint North Star Destination Strategies 20 of 106 Others: Affluence, size, facilities/services, diversity, A-B Horses, arts, health care, business, industry In your opinion, what are the top three things in/about Fort Collins that attract businesses? • Educated/talented work force 28 • CSU/excellent schools 23 • Quality of life 21 • Location/geographic beauty 13 • Accessibility/proximity to larger cities 9 • Growth/progressivism 8 • Climate 8 • Technologically advanced 7 • Dynamic economy 5 • Reasonable cost of living 5 • Business friendly/welcoming 4 • Affluent 3 Others: Moderate political climate, retail, recreation opportunities, creativity, small town feel with big city amenities, environment sensitive business trends, opportunity to profit, cheap labor, restaurants, family -oriented, diverse consumer base, culture/town spirit In your opinion, what are the top three things in/about Fort Collins that attract residents? • Schools 26 • Quality of life 19 • Recreation 17 • Climate 14 • Jobs I I • Safe/low crime rate 9 • Natural setting, mountains, river, parks 9 • Colorado State University 8 • Location/accessibility Economy 8 • Family friendly 7 • Atmosphere of the city/vitality/friendliness 7 • Small town feel 7 • Reasonable cost of living 6 • City amenities 5 • Excellent medical facilities/health care 3 • Community minded/diverse/cultural 3 Others: Affluent, progressive, opportunity, downtown, retirement, arts/creativity Fort Collins BrandPrint North Star Destination Strategies 21 of 106 What is Fort Collins' greatest asset? • Colorado State University 22 • Community/people 13 • Natural beauty (mountains, river, parks) 7 • Location 6 • Downtown/Old Town 6 • Climate 6 • Quality of life 3 Others: Environmentally friendly, recreation, land availability, arts In your opinion, what do people that have never been to the area think about Fort Collins? • Great place to live 8 • Beautiful • Friendly/inviting 7 • Colorado State University/college town 7 • Hick town/in the `boonies' 7 • Snowy/cold 6 • Small town feel, with big city amenities 5 • Clean city 5 • Great downtown 5 • Great climate 4 • Proximity to Denver 4 • Mountains 3 • Recreational/cultural amenities 3 Others: Young residents, great location, accessible, terrible mall, great place to do business, affluent, larger then expected, terrible traffic, retail, fun, growth, more expensive then perceived, agricultural, high quality of life, possible military base (because of name) In your opinion, what are the top three things in/about Fort Collins that prevent people from learning more about the area? • Lack of publicity 13 • Overshadowed by Denver and Boulder 12 • Cost of living 7 • Lack of major attractions 5 • Size 5 • Lack of local TV station 5 • Poor local newspaper 4 • Lack of growth/progression/plan 4 • Lack of exploration 3 • Old west reputation 3 • The name of the city/connotation to military fort 3 Fort Collins BrandPrint North Star Destination Strategies 22 of 106 • Perceived as non -business area/not enough jobs 3 • Lack of identity 3 • just a college town 2 • Poor transportation routes/public transportation Others: Internal attitudes, negative media coverage, don't capitalize on national/state networks, lack of communication between CSU and the community, lack of good website, new businesses in Loveland, lack of primary industry, climate, distant from the airport If you could add something to Fort Collins, what would you add? • Entertainment/major attraction (convention center, outdoor music venue, festivals, arts venue, IMAX theatre, science center) 20 • Improved transportation (light rail system, better public transportation, synchronized traffic lights) 12 • Expand business base/business-friendly atmosphere 10 • Bigger/better mall 4 • More diversity 3 Others: Hotel downtown, student -neighborhood friendly environment, more affordable housing, more publicity, vibrant River District, more bike trails, continued improvement of Downtown If you could take anything away from Fort Collins, what would you take away? • Traffic congestion 13 • Railroads 7 • Racism/lack of diversity 6 • Population growth 5 • Close-mindedness S • Self-selected elitism 3 Others: Drug issues, city plan, gateways, funds for Soapstone Ranch, Open Space Program, Foothills mall, small hotels, empty buildings, Book Ranch at CSU, Generic shops & restaurants, political infighting, homelessness, dependence on retail sales tax to sustain the city, anti -business mentality What are the biggest challenges currently facing Fort Collins? • Finances/tax base/economy 21 • Growth management/city planning 20 • Keeping/bringing in businesses 18 • Traffic flow/public transportation 10 • Decline in retail industry 6 • Keeping education and schools as a priority 4 • Close-mindedness 4 • Competition 4 Fort Collins Brand Print North Star Destination Strategies 23 of 106 • Keeping a high quality of life 3 • Water supply and storage 3 Others: Cost of living, community relationship with CSU, rising poverty, large city staff segregation in the city, attracting tourists, distinguishing the city from others, providing quality jobs and wages What are the biggest opportunities for growth in Fort Collins? • Business growth/good paying jobs 19 • Quality development/redevelopment 9 • Arts/celebrating cultural/entertainment/convention center 7 • Old Town/downtown 6 • Technology 6 • Alternative energy technology 5 • Tourism 3 • Highly educated/motivated citizens 3 • New mall/revitalize stores along 1-25 corridor 3 • CSU 3 • Urban sprawl 3 Others: Discourage elitist attitude, embrace diversity, greenbelts, senior services, favorable publicity, quality of life, expansion of the airport, becoming transit friendly, bio-medical If you could make Fort Collins even better, what would you do to improve it? • Cultural/entertainment venues/convention center 10 • Business growth/good paying jobs 9 • Quality development/redevelopment/growth management 8 • Improve traffic flow 7 • Improve public transit 7 • Expand downtown 6 • Expand retail/ new mall 6 • Strengthen city unity/diversity 6 • Greenbelts/more greenery 4 Others: Collaborate with CSU, focus on alternative energy, address low income issues, eliminate train, improve the airport, restaurants, add river walk, more bike paths, and improve the entryway to the city Fort Collins BrandPrint North Star Destination Strategies 24 of 106 Where do you see Fort Collins in 5 years? • Large and congested 13 • Financially challenged 9 • Struggling to restructure/grow 8 • The same 6 • Model for progressive cities 6 • Competing with Loveland 3 • Retail is struggling 3 Others: Unaffordable, less emphasis on cars, improved traffic patterns, center for clean & renewable technology, urban sprawl, improvement in retail/new mall, polluted, more crime, less focus on the youth, school closures, more senior citizens, environmentally friendly, recognized arts district, leader of Northern Colorado, growth in business, more segregated, sister city to Loveland, Old Town is a main attraction, increased traffic How does Fort Collins differ from Colorado? • Strong sense of community 10 • University focus 8 • Big city with a small town feel 6 • Fort Collins is quintessential Colorado 5 • More progressive/well planned 4 • More educated/better schools 4 Others: Environmentally friendly, lack of an identity, affluent, more diverse, great Old Town, historic, very conservative, many breweries, `hick town', more tolerant, cleaner, low crime, better weather then most of Colorado, lack of amenities What does Fort Collins add to Colorado? • Educational hub 20 • Friendly community 9 • Excellent quality of life 6 • Environmental stewardship 6 • Outdoor recreation 4 • Technologically advanced 3 • Big city with small town feel 3 Others: Rich history, vibrant attraction, leadership in state legislature, great Downtown, active city, balance, culture/diversity, quintessential Colorado, breweries, embraces change, progressive Fort Collins BrandPrint North Star Destination Strategies 25 of 106 If Fort Collins were a person, who would this person be? Please be as descriptive as possible, as this is an extremely important question. The following questions have been provided to provide you a framework of this person, but please feel free to expand: How old would this person be? Why? • 20's: Just maturing, outdoorsy, energetic and progressive 5 • 30's: Prime of life, mature but vigorous, family oriented 15 • 40's: Mid career, average age, settled, family focus 18 • 50's: Wise with a learned sensitivity, less open to change 5 • 60's: Great place to retire 2 • 100+: Near time of establishment, feels old 2 Is this person married? Why? • Yes: Family -oriented, responsible, typical 41 • No: Too busy 3 • Divorced: Ready to start a new life on his/her own 2 • Has a committed partner, but not married I Does this person have children? Why? • Yes: Family -oriented, future of the community 41 • No: Focused on career, not ready 4 What does this person do for a living? Why? • Works in technology 12 • Education 9 • Professional business person 8 • Service industry (working for those around them) 5 • Self-employed/management 4 • Entrepreneur 3 • Real estate 3 • Artist/creative 3 • Retail • Environmental engineer 2 • Works for the city • Retired • Science • Student Fort Collins BrandPrint North Star Destination Strategies 26 of 106 What kind of clothes does this person wear? Why? • Comfortable/casual clothing 41 • Outdoor clothes 4 • Trendy clothing 2 • Expensive clothing Describe this person's personality? Why? • Friendly/caring 27 • Outgoing/recreationally focused/involved 19 • Intelligent I I • Great sense of humor 4 • Family -oriented 3 • Health conscious 2 • Narrow-minded 2 • Simple • Compulsive • Liberal • Environmental What issues are currently facing this person? Why? • Finances 22 • Job growth limitations/job security 7 • Aging/health 5 • Children moving away 4 • Education 3 • Keeping up with change 3 • Public transit 3 • Business competition 2 • Planning for retirement 2 • Pressure to become an elitist • Conflict between progressivism and small town identity What kind of automobile does this person drive? Why? • SUV: Family, most common vehicle 24 • Subaru: Practical, good for outdoors 7 • Hybrid: Environmentally friendly 7 • Honda/Toyota: Dependable, comfortable 5 • Bike 4 • Mini -van: Needs the space 3 • Luxury car: Identity, appearance Fort Collins Brand Print North Star Destination Strategies 27 of 106 What consumer product brand does Fort Collins most resemble? Why? • Nike: 'Just do it', on the move, active, excelling 3 • Fat Tire Beer: Eclectic, fun, outdoor enthusiast, quality 3 • Subaru: Outdoorsy; functional, modest price 3 • Sony: Large variety of products, some innovative 2 • Coca Cola: Still familiar but losing market share; young image & energy 2 • REI: Promotes active lifestyle and accommodates all ages 2 • JAX: Casual; outdoor lifestyle, high quality • HP: Struggling to invent itself • Cheerios: Recognizable and tastes good • Columbia clothing. Comfortable; Outdoorsy • Whole Foods 365: Organic, healthy, good value • Toyota Prius: High tech; forward looking • Whitening toothpaste: Trying to put on a bright smile but facing internal turmoil about the future • New Belgium beer: Hip, outdoorsy, cutting edge • Coors: Homegrown; outdoorsy • Audi: Practical, good quality • 7-Up: Light and refreshing, but not mainstream • RC Cola: Pepsi and Coke are the higher cost alternative, but you can't tell the difference • Birkenstocks: Costly, but durable and adaptable to change • Aging computer chip: Hasn't kept up with the times • Milk: Wholesome and healthy • Huffy bicycles: Healthy and fun • SPF 30 Sunscreen • Sports equipment product line: Active and independent • Ace Hardware: Not too flashy but real • GM: Previous leader in industry; reinventing itself • Febreze:Fresh • Dockers: Preppy, safe and comfortable • Granola bars • Foley's: Nice but fancy • Apple: Trendy • Canned corn: Affordable, everyone likes it • GMC Fort Collins Brand Print North Star Destination Strategies 28 of 106 If Fort Collins were a famous person, who would it be? Why? • Tom Hanks: Sincere, strong values, solid performer, consistent 3 • Al Gore: Intelligent, successful, environmentalist 2 • Jimmy Carter: Service to all mankind, strong values, caring 2 • Robert Redford: Wholesome, outdoorsy, cares for the environment 2 • Angelina Julie: Beautiful and caring • JFK: Takes action, confronts the challenge and finds a solution • Ray Charles: Wise and mature • Dick Cheney: Western, conservative, nice • John Aston: Fort Collins is his hometown • Sylvester Stallone: Has bravado, but not as much talent as he thinks • Disney: Old Town is the inspiration of Disney's Main Street, family -oriented, progressive, but attached to the past, values recreation • Johnny Depp: Rough, good looking, down to earth, artsy • Tom Cruise: Had a great early career and is wondering what to do now • Ron Howard: Not too flashy, friendly • George Bush Senior: White, male, conservative • Thomas Jefferson: Educated, progressive, open-minded, cultivated • Kurt Russell: Healthy and well balanced • John Elway: Had his glory, now trying to find himself • Libby Hickman: Aging gracefully and enjoys family; lives in Fort Collins • Julie Andrews • Harper Lee (Author): Quiet, educated, pleasant • George Clooney: Funny, opinionated, down to earth • Susan Lucci: Commendable actress, not quite good enough for big screen • Mark Twain: Rational, clever, down to earth • Lance Armstrong: Bikes, survivor • Kevin Costner: Capable, down to earth, struggling to find new roles • Arlo Guthrie: About what you say vs. what you look like, appeals to all generations, not too famous, brings people together • Tom Sutherland: Capable, proud of heritage, not flashy, (lives in Fort Collins) • Jimmy Stewart: Small town guy, friendly and caring • Jack Benny: Great sense of humor, part of Downtown heritage • Brad Pitt: Young, affluent, no character or direction • Winston Churchill: Smart, tough, leader • Will Rogers: Wisdom • Bill Clinton: Not perfect, but noble, strong, intelligent Fort Collins BrandPrint North Star Destination Strategies 29 of 106 What building structure or piece of architecture in Fort Collins best represents the community? Why? • Downtown/Old Town: Revival; mix of old & modern; core of the city 16 • Railroad Depot: Downtown, mixture of old and new 3 • Original Stone Lion Building: Solid, historic beauty, lost its identity 3 • St. Joseph's Catholic Church: Never changing, beautiful, safe place 2 • Northern Hotel: Historic, but has potential 2 • CSU Campus 2 • Horsetooth/mountains 2 • Old Main: Old historic CSU building 2 • Lincoln Center: Community gathering place Y 1" National bank Tower on CSU campus • New Belgium Brewery: Self-sustaining, clean, good product, futuristic • Perennial Gardener building. Incorporates traditional and contemporary • Cortina: Color, vibrant, style • County Courthouse: Built to last, not too flashy • EPIC (Edoro Pool & Ice Center): Sports facility, for the youth, tradition • Coopersmith's: Face of Fort Collins • Avery Home: Historical • Fossil Ridge High School: Technological efficiencies What does Fort Collins aspire to be? • Focal point/choice city 14 • Leader of Northern Colorado 10 • Family-oriented/great place to live 7 • Environmentally conscious 4 • Active/healthy 3 • Artistic 3 • Same 3 • Caring 3 • Diverse/cultured 3 • Progressive 3 • Boulder 2 • Beautiful • Safe • Value -oriented • Colorado Springs • Competitor to Denver • Place for meetings/conventions • Great college town • Place of job opportunity Others: Beautiful, safe, value -oriented, Colorado Springs, competitor to Denver, place for meetings and conventions, great college town, place ofjob opportunity. Fort Collins BrandPrint North Star Destination Strategies 30 of 106 INQUIRY ORIGIN STUDY Purpose An Inquiry Origin Study was conducted to understand the markets from which inquiries about Fort Collins originate. The resulting information should be considered when choosing markets for brand communications. Methodology More than 2,900 total addresses from the Fort Collins Convention and Visitors Bureau's inquiry records were collected and geocoded (assigned) to a Core Based Statistical Area (CBSA) — the geographic area used to define advertised markets. Results TOP INQUIRY STATES: o Colorado (IS%), Texas (8.5%), Illinois (5.8%) TOP INQUIRY CITIES (CBSA'S): o The top 10 inquiry markets account for (28.4%) of all inquiries made o Several top inquiry markets are major metropolitan areas outside of Colorado with populations significantly larger than Fort Collins. (New York, Chicago, Dallas, etc.) The fact they are top inquiry markets could be reflective of their large populations. I.E., a relatively small percent of the entire New York population could be inquiring about Fort Collins, but because the New York market is so large, the city shows up as a top inquiry market when compared to other, smaller cities. Denver -Aurora, CO 8.5% New York -No N.J.-LI 3.6% Chicago -Naperville, IL 3.0% Colorado Springs, CO 2.4% Dallas -Ft Worth-Arl, TX 2.3% St. Louis, MO -IL 2.0% Minneapolis -St. Paul, MN 1.8% Detroit-Warren-Liv, MI 1.7% Houston-Bay-Sugarland, TX 1.7% Kansas City, MO -KS 1.4% Fort Collins Brand Print North Star Destination Strategies 31 of 106 TAPESTRY STUDY An Introduction to CommunityTM TopestryTM For the past 30 years, companies, agencies, and organizations have used segmentation to divide and group their markets to more precisely target their best customers and prospects. This targeting method is superior to using "scattershot" methods that might attract these preferred groups. Segmentation explains customer diversity, simplifies marketing campaigns, describes lifestyle and lifestage, and incorporates a wide range of data. Segmentation systems operate on the theory that people with similar tastes, lifestyles and behaviors seek others with the same tastes (hence the phrases "like seeks like"). These behaviors can be measured, predicted, and targeted. The CommunityTM Tapestry TM segmentation system combines the who of lifestyle demography with the where of local neighborhood geography to create a model of various lifestyle classifications or segments of actual neighborhoods, identifying distinct behavioral market segments. Based on the foundation of proven segmentation methodology introduced more than 30 years ago, the Tapestry system classifies U.S. neighborhoods into 65 market segments. Neighborhoods with the most similar characteristics are grouped together while neighborhoods showing divergent characteristics are separated. Understanding your customers (businesses, residents and visitors), knowing customers' shopping patterns, assessing the media preferences of customers, cross selling to customers, and successfully retaining existing customers for a lifetime are just some activities that are supported by mining customer files. Some of these marketing activities include: • Customer profiling • Media targeting • Direct mail • Site analysis. A customer profile reveals the demographics, lifestyles, and product preferences of an organization's customers. By understanding who its customers are, more appropriate responses can be formed to address their needs with better messaging, products, and services. Said simply, the more information you can learn about your customers (in this case your businesses, residents and visitors), the better you can serve them, keep them, and find more like them. Copyright © 2004 ESRI Business Information Solutions. All rights reserved. Fort Collins Brand Print North Star Destination Strategies 40 of 106 TAPESTRY STUDY Purpose A Tapestry Study was conducted to understand the target audience's lifestyle in detail Methodology Tapestry represents the fourth generation of market segmentation systems that began 30 years ago. This powerful tool classifies U.S. neighborhoods into 65 mutually exclusive lifestyle segments based on their socioeconomic and demographic composition. In addition to a detailed lifestyle profile of your customer, Tapestry's versatility provides several methods of dividing the 65 segments into summary groups for a broader view of the U.S. neighborhoods including: Lifestyle Groups: 12 summary groups based on lifestyle and life stage Urbanization Groups: 12 summary groups based on geographic and physical features along with income To profile Fort Collins visitors, records from the Visitor Origin Study were geocoded and assigned to one of the 65 Tapestry segments. Residents were geocoded and profiled based on zip codes identified by the brand drivers as part of Fort Collins. Core resident and visitor segments were then identified and profiled. The complete results for all Tapestry runs can be found on the BrandPrint CD. Results The results from the Tapestry reports can be classified into two categories: WHO and WHAT. The WHO Report profiles the demographic and lifestyle segmentation of the population being studied. It divides the population into each of the 65 Tapestry segments by percent and then indexes each segment against national averages. The WHAT Report provides a very detailed profile of the core resident population for 37 separate lifestyle and media groups in over 2,200 categories. Each category is indexed against the average U.S. resident to determine whether a member of the population under study is more or less likely to exhibit the specific behavior. The key findings from the Tapestry WHO and WHAT reports are shown on the following pages. For the comprehensive Tapestry WHO and WHAT reports, please refer to the Final BrandPrint CD. For further explanation of any data or methodologies used to analyze the Tapestry reports, please refer to the supplemental Community Tapestry Handbook. Fort Collins BrandPrint North Star Destination Strategies 41 of 106 TAPESTRY WHO REPORT: TOP RESIDENT SEGMENTS 12* Up and Coming Families (12%) Second highest growth market and youngest of Tapestry's affluent family markets. Residents are more Gen Xers than baby boomers with a median age of 32. Most are married couples with children at the beginning of their careers. Purchase basics in household furniture and yard care products, enjoy fast food, domestic travel and have little free time. 55 College Towns (1 I%) Most residents are between I8-34 and live in single person or shared households. Education is the key focus of residents (approximately 42% are enrolled in college) and they rank high for part-time employment. Residents prefer ready-made or easy to prepare meals and they frequently dine out at fast food restaurants. They are highly computer and internet savvy, own few appliances, and enjoy a casual and active lifestyle. Leisure time includes concerts, college sports games, movies and bars. 22 Metropolitans (7%) Metropolitans favor city living in older neighborhoods populated by singles or childless couples. Residents include both Gen Xers and retirees with a median age of 37.2 and a median HHI of $55,000. Most are white with some black and Hispanic populations represented. Residents pursue an active, urbane lifestyle and travel frequently. They listen to classical, public, jazz and talk radio and stay civically involved. *This number correlates with the segment number designated in the Community Tapestry Handbook Please refer to the Community Tapestry Handbook and CD provided for more in-depth information on each tapestry segment The comprehensive reports for the Fort Collins Tapestry WHO analysis are provided on the BrondPrint CD. 13 In Style 22 Metropolitans 7% 04 Boomburbs 7% 1 6% i 07 Exurbanites 6% 55 College Towns 1 1% \ 63 Dorms to Diplomas 12 Up and Coming Families 02 Suburban Splendor 12% 6% Other 29% - _ 16 Enterprising Professionals 6% Top Tapestry Clusters Fort Collins Residents 28 Aspiring Young Families 4% Fort Collins BrandPrint North Star Destination Strategies 42 of 106 TAPESTRY WHO REPORT: TOP VISITOR SEGMENTS 04* Boomburbs (8%) Residents enjoy the single life; single persons living alone or with a roommate represent the majority of this market that is quickly maturing and diversifying. With a median HHI of more than $87,000, these singles are affluent and extremely well-educated. Most hold professional or management positions. Leisure time is spent at concerts, sporting events, shows, and museums. They are health conscious and physically fit. 02 Suburban Splendor (8%) Maturing families in growing neighborhoods, median age 40, married with adolescent children. Mostly white, median HHI $1 14,000, high labor force participation, rank I" for homeownership; 92% own their homes. Free time is devoted to family, travel, self- improvement and investing. 07 Exurbanites (6%) Residents live beyond the urban fringe, preferring open space with affluence. Majority are empty nesters but 45% of the married couples still have children at home. Median age is 43, placing them between college expenses and care of elderly parents. Focus strongly on investing, home and garden work, and shop practically at stores like Lands' End, L.L. Bean, Old Navy and Target. *This number correlates with the segment number designated in the Community Tapestry Handbook. Please refer to the Community Tapestry Handbook and CD provided for more in-depth information on each tapestry segment The comprehensive reports for the Fort Collins Tapestry WHO analysis are provided on the BrandPrint CD. 06 Sophisticated Squires 13 In Style 4% 03 Connoisseurs 4% 4% ' 27 Metro Renters 12 Up and Coming Families 4% 5% \ 22 Metropolitans 07 Exurbanites /'14 Prospero3Us Empty 6% �� � � Nesters / 3% 02 Suburban Splendor 8% -- Other Top Tapestry Clusters 04 Boomburbs 51% Fort Collins Visitors j ,tT. 8% oyY Fort Collins BrandPrint North Star Destination Strategies 43 of 106 TAPESTRY WHAT REPORT The Santa Rosa Resident and Visitor What Reports can be found in their entirety on the BrandPrint CD. We encourage you to look at them and suggest using the information below as a guide to help you more fully understand the What Reports. When used correctly, these reports will help you gain a much deeper understanding of Fort Collins residents and visitors and act as a fantastic tool for economic development. Understanding the What Report As explained previously, the Tapestry What Report provides a very detailed analysis of the Santa Rosa Resident and Visitor audience for 37 separate lifestyle and media groups in over 2,200 categories. Complete list of all Tapestry lifestyle and media group • Apparel • Appliances • Attitudes • Automobiles • Automotive/Aftermarket • Baby Products • Beverage Alcohol • Books • Cameras • Civic Activities • Convenience Stores • Electronics • Financials • Furniture • Garden Lawn • Grocery • Health • Home Improvement • Insurance • Internet • Leisure • Mail/Phone/Yellow Pages • Watch • Read • Listen • Personal Care • Pets • Restaurant • Shopping • Smoking • Sports • Telephone • Tools • Toys/Games • Travel • Video/DVDs • Miscellaneous Fort Collins BrandPrint North Star Destination Strategies 44 of 106 All characteristics are indexed against the national average of people who exhibit that certain lifestyle trait. An index of 100 is average, thus anything above a 100 index is above average and anything below a 100 index is below average. The samples below are pulled from the Fort Collins Resident What Report and can help you understand this indexing system. As an example, your residents index 251 in shopping at Express in the past 3 months. This means, should an Express choose to open up shop in Fort Collins, your residents would be more than twice as likely to shop there compared to the average U.S. Resident. Economic development entities in your community can use this information as a sales tool to recruit potential businesses with cold hard numbers. If you already have an Express in Fort Collins, that's great — you are delivering exactly what your residents want. If there isn't an Express in Fort Collins, however, you should have an easy time convincing them to set up shop because you can almost prove your residents would keep merchandise moving off their racks. m Shopping xWo Category Index X m Dept/clothing/variety store/3 mo: The Limited 160 N e®� n.__ afp,O /o/u/u,,l, uL;. Dept/clothing/variety store/3 mo; Express 251 N Spent on mail/phone/Internet orders/12 mo: $800+ 150 Dept/clothing/varietyriecy score/3 mo: Banana Republic 147 Office/computer supply score/ 12 mo: Office Depot 144 Restaurant Restaurant Category Index Fast food/drive-in last 6 mo: Chick-fil-A 186 Fam rest/steak hse lase 6 mo: Red Robin 182 Fam rest/steak hse last 6 mo: Don Pablo's 179 Fam rest/steak hse last 6 mo: Chili's Grill &Bar 175 Fast food/drive-in last 6 mo: Fuddrucl<ers 167 Financials Category Index Have personal loan for education only 210 Have mortgage refinance/consolidation loan 170 Own stock in company you work for 167 Avg monthly credit card expenditures: $701+ 167 Did banking over the Interne[ in last 12 months 163 For the purpose of creating the strongest possible profile of the residents and visitors of Fort Collins, (and because you might not have time to scrutinize all 2,000+ categories) we isolate those categories that index higher than 126 and lower than 75. Patterns within a lifestyle or media group are then summarized, and a basic profile is created. Highlights of Resident Habits: • Buy electronics and home office equipment • Consider themselves very liberal, health conscious, participate in environmental groups/volunteer activities, donate money to PBS • Go jogging/golf/sl<iing/hil<ing/bil<ing • Engage in domestic/international travel, go to rock concerts, bars/nightclubs, go to movies, museums, live theater • Drink wine and premium beer, buy black and white film • Use the internet for studying, investing, shopping • Move frequently and rent U-Hauls (students) • Watch the Golf Channel, VH I, Scrubs, MTV, Comedy Central, The Simpsons, MSNBC, BBC, CNN • Read airline, bridal, epicurean, business, fashion, sports, travel magazines • Listen to public, classical, news, alternative radio • Eat at family restaurants • Shop at Express, Banana Republic. Highlights of Visitor Habits: • Own stocks with market value $75,000+; use Fidelity brokerage firm • Drink wine and premium beer • Go to the gym, museums, live theater • Go skiing, play tennis/golf • Eat at family restaurants — Cheesecake Factory, Chili's, Outback • Watch Golf Channel, BBC, HGTV, West Wing, Independent Film Channel, MSNBC, CNN • Read airline, epicurean, travel, business/finance magazines; business/finance section of newspaper • Listen to public, classical, news, talk, sports radio • Engage in frequent domestic/international travel (business and leisure) • Use the internet to buy books online; track investments • Fairly split liberal/conservative; donate money to PBS; participate in several public activities; volunteer for various groups, including environmental efforts. Fort Collins Brand Print North Star Destination Strategies 46 of 106 PERCEPTION STUDY Purpose The purpose of the Perception Study is to gain an in-depth understanding of the brand perceptions of Fort Collins among various segments of the target audience. What is Fort Collins like as a place for business, tourism, and group meetings? Methodology North Star consultants conducted various perception calls to state tourism officials, Colorado tourism professionals, group tour leaders, meeting planners, state economic development officials, local business owners, businesses that "got away" and representatives from the Northern Colorado Multicultural Corporation. Questions were phrased to gather qualitative information. The telephone interviews were conducted with people from lists provided by the Fort Collins Brand Drivers. Results State tourism officials: From a state -level perspective, Fort Collins is a charming town with great shopping, restaurants and microbreweries. Hiking and bike trails were mentioned, although there was confusion as to whether there is a river nearby for rafting or kayaking. The primary challenge is that Fort Collins is not very well-known and is seen as a college town versus a destination. Suggestions include attracting visitors from Wyoming on 1-25, or encouraging people to travel to Rocky Mountain National Park through Fort Collins rather than Loveland. Colorado tourism professionals: Colorado tourism professionals describe Fort Collins as a cultural college town with great bike trails, big trees, brewpubs and unique downtown shopping. Breweries were continually cited as a tourism asset, while Old Town was considered to be an undiscovered attraction for visitors. The biggest perceived challenge for attracting visitors is that Fort Collins is "off the beaten path" and the local attractions (Old Town, breweries) are spread out and hard to find. Another challenge is the lack of awareness of a reason to visit and things to do (such as rafting or kayaking on the Poudre River). The perception also exists that Fort Collins is more like a typical Midwestern college town and doesn't offer much of a "Colorado experience." Fort Collins BrandPrint North Star Destination Strategies . 47 of 106 Suggestions to attract visitors include more events (Bolder Boulder, Kinetics); better marketing of hiking/biking trails; entertainment/performances downtown (similar to Pearl Street); better, more frequent images of downtown; and more signage (trails, breweries, from 1-25). Another suggestion was to follow the example of New Belgium's successful branding efforts. Group tour leaders: When asked to describe Fort Collins, tour leaders listed CSU, restaurants, breweries and Poudre Canyon. Bike trails and Old Town are considered primary tourism assets. Conferences and education programs for CSU are the Itey drivers for visitation, as well as outdoor activities for young actives and sightseeing for seniors on their way to Rocky Mountain National Park, Denver or Cheyenne. A challenge for attracting visitors is that Fort Collins is not seen as a destination. Suggestions include putting more emphasis on the river through town, marketing trails, and taking advantage of being the most distinguishable city in Northern Colorado. A regional approach would be ideal. Meeting planners: Meeting planners describe Fort Collins as a laid-back, friendly college town with great restaurants and breweries, but very spread out and not easily accessible. One planner said that most meetings are held there if it is necessary to keep certain members or stakeholders "happy." However, it is one of the top locations in Colorado for meetings because it's a small, clean town with personal service and many options for dining/shopping at the end of the day. It is also much more affordable than Denver. A challenge for bringing larger meetings to the area is the lack of a convention center and quality hotels. It might also help if transportation were available to bring people around town. State economic development officials: From a state perspective, the Fort Collins business environment is considered to be very unique and diverse, scattered with high-tech companies and a major emphasis on agriculture. The community itself is described as relaxing and inviting, with a great downtown and outdoor recreation. Fort Collins is the definition of a great quality of life, with clean air, great schools, great nightlife and proximity to DIA. Economic development assets include CSU, a quality workforce, higher standard of living and a great business environment. Fort Collins is also highly regarded for its spirit of cooperation and partnerships in the region due to strong leadership. The primary challenge is the perception that the city is far away from everything and that it's becoming landlocked due to open space policies, restricting expansion. Fort Collins BrandPrint North Star Destination Strategies 48 of 106 Suggestions include tapping into value-added agriculture, while also pursuing high-tech companies. Fort Collins could be the next Silicon Valley, with the infrastructure in place and significant presence of both large and small tech firms. When compared to Boulder, Fort Collins is considered much more laid-back and business -friendly. More importantly, Fort Collins embraces growth. Fort Collins is the perfect example of balance because its clean, "green" and efficient — but also pro - business. The reason Boulder is perceived as more "green" is because they say no to business. Fort Collins also faces the challenge of a major lack of awareness. Most site selectors don't even know about it, or where it is. However, this provides a great opportunity and "blank canvas" to establish a favorable identity. Local business owners: Business owners in Fort Collins describe the area as family -oriented, with great opportunities for personal/professional growth, a great school system and advantageous central location (close to Denver, mountains, etc.) One interviewee said Fort Collins is the "ultimate place to live." The best reason for doing business in Fort Collins is the people — its a great think tank, a collaborative environment, progressive, friendly, and offers the most intelligent workforce in the country. Major challenges are the no -growth policies and red tape. Areas like Loveland are growing and Fort Collins is "standing still." Suggestions include capitalizing on the strengths of the university and re-establishing the community as the leader of Northern Colorado. People need to look past the development along 1-25 and see Fort Collins as the center of the action. A stronger identity will help Fort Collins become the hub of Northern Colorado. Fort Collins is frequently compared to Boulder, but Fort Collins is seen as more well- rounded. It is outdoorsy, innovative, environmental ... but also very down-to-earth. Fort Collins is closer to its agricultural heritage than Boulder and "feels more real." One business leader said: "I would like Ft. Collins to be more cutting -edge. New Belgium Beer is one of the edgier things with some profile in this community, being a little bit weird and a little bit provocative. I'm not looking for Ft. Collins to be urban really, just a little more intellectually vital, creative, interested in cutting -edge thinking and behavior." Businesses that "got away": Most companies we spoke with that "got away" typically relocated due to a more strategic location for their business due to market and/or vendor accessibility. Fort Collins BrandPrint North Star Destination Strategies 49 of 106 Fort Collins, CO i Inquiry Origin Map; Dot Density,) 1;' L pfipP ° P ! yC �bd a nl 0 a m� •;,yo a S ✓u .,., �p a�Y � Fort Collins, CO Inquiry Origin Map Percent of inquiries by CBSA --- J �� w. st 5 , \� F.'t Collins Co - TnPtnl WIHYCBSAIt/4 5 8 ,•. 4 * Please see for larger versions of the Inquiry Origin Maps, Fort Collins BrandPrint North Star Destination Strategies 32 of 106 In terms of the disadvantages of doing business in Fort Collins, red tape and "add-ons" were said to "add up" in the end. Property approvals are much easier in communities like Windsor and Loveland. Others described the community as "schizophrenic" because some pockets are vehemently anti -business, while others welcome it. When relocating to Loveland, one interviewee said he had involvement with both the City Manager and Mayor — and this did not happen in Fort Collins. Loveland also did everything possible to make it an easy transition (quick turnaround and no money upfront). On the other hand, most were very positive about the community in general — the arts/culture scene, restaurants, shopping, the outdoors and overall quality of life. Northern Colorado Multicultural Corporation: This organization serves as a visible advocate for diversity in Northern Colorado and a resource for minority groups by promoting awareness, appreciation and inclusion within the business, private, public and nonprofit communities. Members of this organization describe Fort Collins as an accepting community that values its differences, as well as a great place to live and raise a family. However, Fort Collins is not a very diverse community, being 90% white, and there is not much of a support base for ethnic groups and businesses. Suggestions for improvement include showcasing the community's increasing efforts to support diverse groups and businesses, and make minority groups feel welcome. Large organized events that celebrate differences in an all-inclusive way would also be helpful. This organization reflects the values of Fort Collins through its mission to become a role model in the community and encourage people to learn about and discuss their differences in order to be more accepting of others. Fort Collins should become a role model for other cities as well. Fort Collins Brand Print North Star Destination Strategies 50 of 106 ONLINE COMMUNITY SURVEY Purpose The purpose of the Online Community Survey is to gain a qualitative and quantitative measure of the community's perceptions of Fort Collins. Methodology North Star developed an online survey based on the results of the stakeholder Vision Survey, and the community was encouraged to participate. Results*: Total respondents: 339. Residents who participated feel: • Fort Collins is best described as healthy/active (38%) and family -friendly (26%). • Fort Collins greatest asset is natural beauty [mountains, rivers, parks] (42%) and Old Town [downtown] (16%). • Visitors are attracted to Fort Collins by Colorado State University (43%) and outdoor recreation/Poudre River (39%). • Businesses are attracted to Fort Collins by the quality of the community (52%). • Residents are attracted to Fort Collins by the community values (27%), the climate (19%), and the recreational activities (19%). • People who have never been to the area think Fort Collins is friendly/inviting (28%), beautiful (25%) and a college town (22%). • Potential visitors, residents and businesses are prevented from learning more about Fort Collins due to overshadowing by Denver/Boulder (37%) and a lack of major attractions (25%). • Fort Collins biggest challenge is business retention/recruitment (25%) and managing growth (24%). • The biggest opportunities for employment growth are in the biosciences (22%), clean energy (21%) and tourism [arts/culture/entertainment/recreation] (19%). • Fort Collins aspires to be a leader in Northern Colorado (47%) and a cultural center (19%). • Fort Collins is a unique Colorado city due to the excellent quality of life (60%). "Please see for the complete results set (including graphs) from the Online Community Survey. Fort Collins Brand Print North Star Destination Strategies S I of 106 CONSUMER AWARENESS AND PERCEPTION STUDY Purpose The purpose of this study is to gain insight into consumer awareness, visitation and perception of Fort Collins, Colorado. Methodology A telephone survey was conducted among consumers in two key competitive markets for Fort Collins, Colorado. The two markets used for this CAP Study were Denver, Colorado and Colorado Springs, Colorado. A total of 200 surveys were conducted, allowing for a margin of error at +/- 7.04% at a 95% confidence level. 100 interviews were conducted in the Denver, Colorado market and 100 interviews in Colorado Springs, Colorado market. North Star Research developed the survey instrument, fielded the research, tabulated, and analyzed the data. The interviews were conducted between September I I th and September 25th. The analysis was completed immediately thereafter. The survey was specifically developed to measure: • The overall perception of Fort Collins among consumers. • Whether consumers have visited Fort Collins. • What consumers would add to and/or take away from Fort Collins to make it a more exciting place. • Whether consumer perception of Fort Collins changed after visiting. Results*: • Fort Collins, Colorado received fifty-five percent (55%) unaided awareness when respondents were asked "what cities or communities come to mind when you think of the Northern Colorado?" Fort Collins received one hundred percent (100%) total awareness which is a combination of unaided and aided awareness. • The top of mind perception of Fort Collins is a college town with the Colorado State University as well as a community with outdoor activities, the mountains, and microbreweries. Fort Collins is also known for being a pretty community. • The adjectives that describe Fort Collins are beautiful, Colorado State University, and a friendly community. Almost half (45%) of the respondents did not know of any adjectives that would describe Fort Collins. • A community that emphasizes alternative energy would have clean air, clean water, public transportation system running on alternative energy and be environmentally conscious using wind energy, solar energy and renewable Fort Collins Brand Print North Star Destination Strategies 52 of 106 materials. Some of the respondents think the rates would be cheaper with alternative energy and some tend to think the rates would be higher. • The emphasis on microbreweries overwhelmingly suggests to respondents that the community likes beer. Respondents also look at the microbreweries as employment opportunities for the community. Microbreweries are associated with a young crowd or yuppies. • Forty-nine percent (49%) of the respondents had visited Fort Collins in the past three years. Most of those visits were day trips. • The primary purpose for visiting Fort Collins was a leisure trip (35%). Thirty- four percent (34%) of the respondents' primary purpose of visiting Fort Collins was to visit friends and relatives. Twelve percent (12%) visited Fort Collins on business and fifteen percent (15%) combined both business and pleasure on their trip. • When respondents were asked to rate attributes regarding Fort Collins, Colorado on a scale of I to 5 with I being "poor" and 5 being "excellent', the appearance of the city was the highest rated statement with a mean score of 4.03. Fort Collins being a city committed to the community was rated 3.74 and the downtown as a center piece of the city was rated 3.61. • Fort Collins is viewed as the microbrewery capital in Colorado along with Golden, Colorado. "The complete results set from the CAP study has been provided as a bound copy, accompanying this Final Report. Fort Collins BrandPrint North Star Destination Strategies 53 of 106 WHERE THE BRAND SHOULD BE The Insights portion of this process comprises the emotional and subjective sparks — gleaned from our intellectual and objective research — that point like a compass to the strategic position that best supports Fort Collins' goals. Because Fort Collins' primary goals include increasing visitation, growing interest in business development opportunities and extending the brand into the community, we need to focus the branding strategy in the markets that will be most receptive to the brand communication. Furthermore, the brand strategy must differentiate Fort Collins from surrounding markets using a position that is relevant to its core customer base. This differentiation must remain in keeping with the personality perceived by stakeholders, visitors and perspective businesses alike. Using the research gathered as fodder for thought, our insights come from asking a number of provocative questions: What emotional attachments can the brand hold for the consumer (visitor, business or resident)? How does the brand fit into his or her lifestyle? How can the brand stand out in the marketplace? These insights will become the framework of our creativity on behalf of the brand. Fort Collins BrandPrint North Star Destination Strategies 54 of 106 INSIGHTS ABOUT FORT COLLINS Fort Collins has everything you would expect from a great Colorado town — outdoors, microbrews, university, vibrant downtown and environmental consciousness. But it's so much more... • Fort Collins is the leader of Northern Colorado, and sets higher standards — as a true leader should. o The "Greenest City" in Colorado (Denver Post) o I of 4 Sustainable Cities for Best Practices for Renewable Energy (Sierra Club) 0 3rd city in the U.S. to mandate LEED certification for all city buildings (U.S. States News) 0 5-Star Award for efforts to reduce global warming and pollution (ICLEI) o CSU curing diseases, solving world environmental problems o Microbrew capitol o More than 50 organizations contribute to local arts scene o A "leader in innovation and partnerships" for growth (CSU regional economist) o Overflowing with nonprofits o Highly involved in volunteerism for the community and environment (Tapestry profiling) o Land conservation and historic preservation are collective priorities Fort Collins is genuine and authentic. o Real, friendly, open-minded and down-to-earth people (not extreme liberal hippies with superior attitudes). o Historic Old Town and locally -owned businesses are dominant (not homogenous big box developments). o Small businesses and entrepreneurs are supported. Fort Collins is approachable and accepting of all kinds. o Green and pro -business o High-tech and agriculture o Liberal and conservative o Highly educated and down to earth o Work hard and play hard o Families and college students o Arts/culture and outdoors o Healthy/active and love beer o High energy and laid-back o Leaders and humble Fort Collins BrandPrint North Star Destination Strategies 55 of 106 • Fort Collins is inspiring. o The arts are celebrated. o Natural beauty and surroundings are appreciated and preserved. o Numerous forces are at work to ignite change and progress, providing regional and global environmental, social and agricultural solutions. o People get involved and volunteer their time towards various causes. This is a place where you can renew yourself. o Re -charge o Energize o Relax o Be creative o Get involved o Start a business o Spend more time with your family o Be an individual o Learn something new o Be a leader o Reach your fullest potential In Fort Collins, you can pursue your passions. o #1 Best Place to Reinvent Your Life (AARP) o #I Top Retirement Spot (Where to Retire) o # I Best Place to Live (Money Magazine) o Ranked as one of the best places to live and do business (Forbes, Kiplinger's, Men's Journal) o #1 town in the U.S. for entrepreneurs o One of America's Dream Towns (Outside) o One of 18 Perfect Towns (Outside) o I Oth Best City to Have it All (A&E Network) o #6 Best Places to Raise Your Family (Frommer's) 0 100 Best Communities for Young People (America's Promise) o Governor's Award for Downtown Excellence o Best Place to Raise a Family (Reader's Digest) • The Fort Collins personality: Leader Authentic Humble Original Down-to-earth Creative Proactive Independent Supportive Adventurous Appreciative Balanced Forward -thinking Happy Accepting Inspiring Fort Collins BrandPrint North Star Destination Strategies 56 of 106 BRAND POSITIONING PLATFORM Target Audience: For anyone who wants the Colorado lifestyle, but also wants more out of life Frame of Reference: Fort Collins is an authentic Colorado college town in the foothills of the Rockies, Point of Difference: where the environment creates a renewal of energy, Benefits: so tomorrow has endless possibilities for pursuing your passions. Fort Collins BrandPrint North Star Destination Strategies 57 of 106 WHAT WILL GET US THERE? In this section, we discuss which elements of communication need to be created or altered — and in what ways — to influence the responses and behavior of Fort Collins's various target audiences (residents, businesses, tourists, prospects) toward your brand. A number of brand -shaping issues must frequently be confronted: overall positioning, packaging, budget allocation, stakeholder participation, sponsorship association, cooperative efforts and of course, advertising and promotions. Three major initiatives occur at this point: • Strap lines are created • Brand -building ideas are generated • Foundation creative is developed. Fort Collins BrandPrint North Star Destination Strategies 58 of 106 STRAP LINE The positioning line is the tip of the iceberg when it comes to branding. It is the catchy phrase or statement that visitors will come to associate with Fort Collins. It is one of the most "visible" aspects of our research because it is what people will see most often. Truthfully, a tagline is an expression of the brand. For this reason, it should be simple, concise and memorable. Where Renewal is a Way of Life Strop Line Support Research confirms that Fort Collins is a beautiful, healthy, educated, proactive and innovative city that serves as an ideal place to renew yourself as a visitor, resident or business: • Re -charge • Energize • Relax • Be creative • Get involved • Start a business • Spend more time with your family • Be an individual • Learn something new • Be a leader • Reach your fullest potential. Fort Collins Brand Print North Star Destination Strategies 59 of 106 VISITOR ORIGIN STUDY Purpose A Visitor Origin Study was conducted to understand the markets from which Fort Collin's visitors originate. The resulting information should be considered when choosing markets for brand communications. Methodology Over 3,100 visitor addresses from 5 separate lodging properties were collected and geocoded (assigned) to a Core Based Statistical Area (CBSA), the geographic area used to define advertised markets. Results • TOP VISITOR STATES: o Colorado (27.2%), California (9.4%), Texas (5.9%) • TOP VISITOR CITIES (CBSA'S): o The top 10 visitor markets account for (34.1%) of all visitors Denver -Aurora, CO 3g,11 ^i•"`"�+a5y 1 1.7% rrp,,, ' HII,I: 8.5% Colorado Springs, CO 4.6% 2.4% Loveland, CO 2.8% N/A Chicago -Naperville, IL 2.7% 3.0% Washington -Arlington 2.6% N/A Dallas -Ft Worth-Arl., TX 2.1% 2.3% Los Angeles -Long Beach, CA 2.1 % N/A Phoenix -Mesa -Scot, AZ 2.0% N/A San Francisco -Oakland, CA 1.9% N/A New York -No N.J.-LI Fort Collins BrandPrint North Star Destination Strategies 33 of 106 BRAND -BUILDING IDEAS Community brands are not just about strap lines and logos. They are about emotion and experience. For that reason, North Star provides custom brand -building ideas designed to get your "Renewal is a Way of Life" brand off the page, onto the street and into people's hearts and minds. These ideas come in all shapes and sizes. Some are serious, others are pure fun. They range from aesthetic overlays to educational programs to initiatives for turning residents into brand advocates. Use those ideas that work with your resources and vision for the future. File away those that don't. The goal is to get you thinking about three- dimensional ways to build your brand. Following are seven big strategies for establishing Fort Collins as a community where there's no limit to the ways you can rediscover yourself. Where everything old can be new again — from energy to art to your approach to life. And where recharging your batteries is sometimes as simple as breathing the air. Now that's a refreshing change! • R ... Rally grassroots support • E .. . Emphasize communications • No . . Note infrastructure opportunities • E . . . Empower your website • W... "Wow" residents • A** * Attract new visitors • L . .. Leverage the brand with businesses Fort Collins BrandPrint North Star Destination Strategies 60 of 106 R ... Rally grassroots support The best way to establish your brand is to first build support for your brand with the stakeholders and leaders of Fort Collins. The bottom line: brands don't grow and thrive if no one takes responsibility for them. Successful implementation of the Fort Collins brand requires ownership, accountability, passion, understanding and respect for the branding effort. • Put together a Market Fort Collins Partnership Develop a "Market Fort Collins Partnership" comprised of public, private and non-profit sector organizations of all sizes interested in marketing Fort Collins for future growth and success. Members should include the community's largest businesses, hospitals, newspapers, the City, the Chamber, the ECD, the CVB, the school district, small businesses, local marketing firms, etc. Definitely include representation from CSU, both administrative and student. A team approach (including the private and public sector) to managing the brand furthers the buy -in and adoption of the resulting work. It keeps in mind the big picture for the community, and it weathers changes in political administrations. This group can solicit funds for brand implementation from its members (typically the bigger the organization, the bigger the financial support). • Sign a brand charter* Members of the Market Fort Collins Partnership should sign a brand charter pledging their support and financial commitment to the brand. *(See 4, 4 for a sample brand charter.) • Hire a brand manager* The most important contribution the City can make to the ongoing success of your brand is hiring a brand manager to champion the process. Without a designated employee to handle brand responsibilities, it is easy for the brand message to fall through the cracks. This individual can be designated from within or brought in from the outside. Brand management duties can be all or part of he or she does. However, North Star cautions against assigning this job to an individual who already manages full job responsibilities. Establishing a brand — especially during the first two years — can require a great deal of time. '(See �VA'kM for a sample brand manager job description.) • Ascertain necessary resources Implementing your brand will require a range of creative resources including graphic designers, writers, PR professionals and photographers. Communities on limited budgets are better served by working with freelance creative people, and Fort Collins should Fort Collins BrandPrint North Star Destination Strategies 61 of 106 have no shortage of talent! Also consider the many resources available from Colorado State University. Of course, you may find some of the necessary talent already on staff. • Speak in a single voice It is strongly recommended that a single source of contact be identified for media relations within Fort Collins. For example, if the City of Fort Collins has a PR person, then that individual should become the media's go -to contact for questions regarding programs, activities and initiatives among all the public sector groups. This centralized approach will help you control the brand message so that the story you want to see printed or broadcast is actually the story the media ends up with. • Initiate a -planning meeting with peers The Brand Manager should invite his/her peers from other public sector organizations (i.e., tourism, the Chamber, economic development, etc.) to a brand planning meeting. Attendees should bring their marketing plans from the previous year along with a list of available resources that organization brings to the table. For example, does one group have a graphic designer everyone could use? Factor this information in as you ascertain what resources need to be obtained for brand implementation. During this meeting, the Brand Manager should review the brand platform and its creative manifestation, answering questions and clarifying the goals of the brand. Attendees should share their past year's marketing plans. The Brand Manager should facilitate a discussion of how various activities could be branded in the future. It should also be determined which activities might be coordinated in the future both to save resources and to create a bigger impact in the marketplace. For example, several organizations might be interested in placing an ad talking about the new brand. Rather than five smaller ads, consider joining forces for a full -page ad featuring all the organizations. Other areas in which to consolidate resources include annual reports, informational brochures, broadcast, radio spots, outdoor boards, etc. This group should try and meet on a monthly or bi-monthly basis Meet regularly with the Market Fort Collins Partnership The Brand Manager should meet regularly with the Market Fort Collins Partnership and/or its representative advisory board. Discuss public sector initiatives and identify opportunities for cooperative efforts. Also, develop a branding toolkit that partners can use to put the brand to work in their businesses. Include history and explanation of the brand, camera-ready art of the logo and strapline, bumper stickers, window decals and a premium item such as a t-shirt or pin. • Take your show on the road The Brand Manager or other passionate ambassadors of the brand should meet one-on- one with community stakeholders to reinforce and answer questions about the brand. (You may want to develop a short Power Point presentation.) Meet with newspaper editors, church leaders, broadcast station managers, the head of the school board, Fort Collins BrandPrint North Star Destination Strategies 62 of 106 developers, etc. The goal is to create a strong support base for the brand amongst community leaders. Present each stakeholder with a pin or t-shirt and camera-ready art of the logo. Such meetings pay off in unexpected ways. In McKinney, Texas, the Brand Manager met with a local developer to explain the branding initiative and various ways it could come to life in the community. Months later, the developer contacted the Brand Manager, interested in flying a flag with the McKinney brand logo in his upscale retail area as well as throughout the parking area. Fort Collins BrandPrint North Star Destination Strategies 63 of 106 E ... Emphasize communications Fort Collins is energized about its new brand. And when you're passionate about something, what's the point of keeping it under wraps? The following communication ideas are designed to help you get the word out. Brand stationery Reprint letterhead, cards, envelopes and folders with the new brand logo for all participating public sector organizations. Give groups a timeframe within which to use up old materials. Make a production out of presenting them with the new branded materials (package them in a fun way, hold a lunch, etc.) Set a roll -out date after which only the new materials may be used. Existing brochures, recruitment packages, etc. will also need to be reprinted with the new logo. Eventually these pieces should be reworked to reflect the new brand in copy color, style and tone. • Create a joint ad Develop a joint ad with the Market Fort Collins Partnership (or all the public sector entities) announcing the new brand. Place it in the local paper as well as in top visitor markets. Also consider purchasing branded outdoor boards and advertising at local movie theatres, ball fields, gyms and arenas. • Develop brand merchandise One of the best ways to introduce your brand is with promotional items and merchandise that people can wear, drive, mail and use. General ideas include hats, t- shirts, bumper stickers, stamps, license plates, coasters, etc. — all imprinted with the logo and strap line. However, the Fort Collins "Renewal" brand opens up the door for some unique and relevant premium items including: • Standard items made from recycled materials A series of t-shirts that make a statement about life in your community. For example, the Fort Collins logo and strap line could be on the back with the message "Renew Hope," "Renew Energy" or "Renew Health" on the front. Or the message could read, "Take a Hike," "Ride a Bike," "Catch the Wind," "Raft a River," or "Drink Micro -Brewed." (This series can be printed on other items such as postcards, coasters and napkins.) Energy products such as energy bars, jelly beans, vitamins, bottled oxygen, coffee/tea, bottled water, energy drinks. Merchandise can be sold on all websites, at the Visitor's Center and gift shops. It can also be given away as prizes for various contests, promotions, etc. The bottled water and energy bars can be served at all government meetings and at races held in town. Other ideas for distributing merchandise will be presented throughout this report. Fort Collins Brand Print North Star Destination Strategies 64 of 106 • Sell renewal in the stores Set up end cap displays in grocery stores for Fort Collins energy bars and water. Place the displays in local stores as well as stores in Denver. The displays could also serve as trade show booths, college recruitment booths, etc. • Publish a brand book Make 2008 the year of the Fort Collins brand! (Yes, we think its that good.) Publish a four-color "brand booklet' to send to businesses, VIPs, media, etc. Fort Collins Brand Print North Star Destination Strategies 65 of 106 N ... Note infrastructure opportunities Successful brand implementation requires the best use of available resources. The City of Fort Collins owns a number of assets ideally suited for high -profile presentation of the brand. • Inventory City property Take inventory of all city property and identify that which is best suited to bearing the Fort Collins logo or representing the brand in someway. As you take inventory, think outside the box to relationships Fort Collins has with cable, satellite and cellular providers. In exchange for what you provide them, request time on their stations and frequencies to promote the community. Give them a sign Design city signage for high -profile corridors that reflects the renewal brand. • Assemble a green fleet Purchase a fleet of hybrid vehicles for City officials to brand and use around town. Call the Fort Collins green fleet and publish stats on the City website regarding how much energy conservation results from the use of such vehicles. Fort Collins BrandPrint North Star Destination Strategies 66 of 106 E ... Empower your website The internet is the single most cost effective way for reaching out to all of your different audiences with your umbrella brand. In addition, it is reflective of the vital, vibrant, connected nature of a culture based on renewal. The key is to make it easy for users to find the information they need. You also must find ways in which your various websites can reflect the brand while maintaining their individuality. • Create a central portal There should be one identified web site as the hub for all information regarding Fort Collins. This central portal would link to all community -related sites including the city, the Chamber of Commerce, CVB, economic development, Colorado State University, the hospital, the local media, schools, libraries etc. This allows Internet surfers to easily access comprehensive information while allowing each industry/business to maintain independence. This portal should reflect the brand in both design and content. Use the renewal symbol in your logo as a recurring element in the design. Make it energetic and forceful. Ideas for renewal -based content are found throughout the remainder of this document. A central portal is a win -win -win for all involved. Most importantly, visitors enjoy the ease of finding all the information they need on one site. Constituents within any given area can share and benefit from the traffic that others bring to the site. Finally, a central portal represents a cohesive, comprehensive way to rein in the many diverse on-line initiatives of the community partners. Richmond.com, uniquebynature.org and green sboroconnects.com are good examples of such centralization. • Extend the brand to organizational websites Which came first, the chicken or the egg? That is the nature of the question regarding whether you should brand all Fort Collins public sector websites first or develop a central portal first. Ideally, both initiatives would roll out at the same time. If that is not possible, we recommend first having all appropriate organizations brand their websites. If, however, you are running into considerable resistance, develop the portal first so that all entities fall under some sort of brand umbrella. Branding public sector websites is an excellent example of coordinating efforts and resources. Using a single provider to perform these services will undoubtedly result in economies as well as consistency. • Link to environmental expertise Develop a central website dedicated to environmental issues that positions Fort Collins on the leading edge of global environmental solutions. To increase objectivity, the site should appear to be unrelated to the City. Use features such as blogs to establish credibility (linking to other sites), drive more traffic to the site and increase search engine relevance. Such a site would be a great PR tool (online press releases) and could Fort Collins BrandPrint North Star Destination Strategies 67 of 106 catch the attention of site selectors and decision makers for companies in the clean energy, bio-science and agri-tech clusters. Topics to explore: o Clean energy and reducing emissions (engine labs, university programs) o Sustainability (Greenbuild architecture programs, breweries and other companies that practice energy efficiency, 21"century agriculture) o Conservation (natural areas, ecotourism, companies that reduce/reuse/recycle) o Healthy eating (environmental impact, health impact, 2 1 " century agriculture) Optimize search engine results No matter how well done your web site, if a prospect can't find it, it's worthless. Invest in search engine optimization, which ensures that residents, businesses, site selectors, meeting planners, visitors and potential visitors find your web site easily and consistently, regardless of which search engine they use. (For a free analysis of your current web site's optimization, go to www.mo.revis.ibility com.) Fort Collins Brand Print North Star Destination Strategies 68 of 106 W... "Wow" residents At the heart of the Fort Collins renewal brand are the citizens who embrace this ideology as a way of life. Educated, involved, active and alive, your residents greet each day determined to make it better for themselves, their children, their neighbors and the world. The key to success for this brand is to make it "of the people." And that means making them an integral part of the brand's launch, implementation and life. • Host a roll -out meeting Invite all residents to a town meeting that introduces the brand and explains the importance and impact of the brand to Fort Collins's growth. A number of factors are key to the success of this meeting. o First, don't hold these meetings until you have put the brand to work — on the website, with brand merchandise, signage, stakeholder meetings, etc. o As you explain how the brand will impact the city, use examples that people can relate to, i.e., how growth can improve education for their children. o Present them with volunteer opportunities to participate in the brand. o Present them with branded water and energy bars. o If possible, also give attendees a promotional item representative of the brand — a t-shirt with the logo, for example. If it is not economically possible to give all attendees a gift, draw door prizes. o Finally, give them a number of ways for keeping up with the progress of the brand. For example, allow them to sign up for brand update emails or dedicate space on the City's website for regular updates. Have an alternative available for those individuals who are not up -to -speed electronically such as ongoing newspaper articles or a periodic phone hotline update. • Focus on health Initiatives that focus on improving health make excellent sense for a city centered on renewal. Create a community -wide health and wellness initiative "Renew Your Health" that targets schools and businesses. Partner with companies known with similar ideologies such as REI and Wild Oats. o Reward schoolchildren who meet certain goals with fitness gear or healthy snacks. o Encourage all businesses to participate in a program that mandates employees in the city walkdexercise for 15 minutes a day. Reward participating employees who meet certain goals with fitness gear or healthy snacks. o Work to gain media coverage for this initiative. The angle: Students and employees "renew" themselves leading to increased productivity. Fort Collins Brand Print North Star Destination Strategies 69 of 106 Fort Collins, CO Visitor Origin Map, D otDensity f 411, Fort --- Inquiry--- c Coins, C6l`(Drigin M�a percent of Visitors by CBSA Please see for larger versions of the Visitor Origin Mops. Fort Collins BrandPrint North Star Destination Strategies 34 of 106 • Connect kids to the arts Encourage kids to expand their minds and their interests through programs that expose them to the arts and sciences. o Connect kids to the community (museums, theater, etc.) through free admission and/or after -school programs and to university activities (to further develop the educated workforce for the region's clusters). o Sponsor art contests in schools where classrooms are challenged to create art using recycled materials. • Reward green goodness Create community -wide programs that give residents an opportunity to get involved with green initiatives on a local and global level. o Hold school competitions (CSU and K-12) encouraging students to develop/propose innovative projects to "green" their campus. (General Electric and mtvU recently launched an ecomagination Challenge, with a $25,000 prize for the school proposing "the most impactful and innovative project to 'green' their campus.") o Partner with cultural institutions to educate and engage citizens on sustainability issues. For example, area museums could sponsor green exhibitions; gardens could feature talks on chemical free gardening, etc. o Encourage residents and CSU students to form a "Green Team" in their neighborhood, office, church, building, block, book club, team, school or office. They can share ideas and work together to reduce emissions, save energy, reduce waste, conserve water and minimize chemicals. The City can provide coaches and online support. Link to Green Team information from the City website and include Team blogs where members can discuss ideas, successes, etc. (Use the Denver initiative as a model, adding Fort Collins's unique renewal twist.) • Celebrate times of renewal Certain times of year lend themselves to celebrations of renewal. Establish community - wide activities for citizens that recognize these seasons of endless possibility. Spring fling: Host a community -wide spring renewal event that offers citizens the chance to participate in a slate of activities designed to renew them mind, body and soul. A few activity ideas: o Encourage citizens to "Take a Hike" and re -energize themselves with exercise. Place bands, banners, branded snacks and water bottles along hiking trails. Sell Take a Hike t-shirts and other branded merchandise. o Sell discounted trees so that citizens can "Plant a Tree." Invite them to plant trees in their own yards as well as in designated public areas. o Downtown have activities/booths/seminars/products related to: home improvement, spring cleaning, health/wellness, outdoor recreation, etc. etc. o The day could end with a downtown party featuring healthy food, drinks, speakers and local bands. Fort Collins BrandPrint North Star Destination Strategies 70 of 106 Back -to -school buying spree: New school supplies, new clothes, new teachers and classmates. Back -to -school is a time when the possibilities for the year are fresh and wide open. Expand the benefits of back to school to grown ups with shopping promos (new clothes, new supplies, get organized), discounted enrollment for health clubs and art classes, etc. New Year's resolution: Make Fort Collins the "Home of New Year's Resolution." Invite residents to email their resolutions for which they will receive an official document of resolve. Participants who meet their resolutions will receive a "Resolve to Renew" t-shirt and are eligible for major prizes. • Offer renewal rewards Create an online "Renewal Reward" program that provides participants incentives for certain activities and behaviors. o Receive renewal points for merchandise and food for shopping and dining with locally owned retailers, grocers, pubs and restaurateurs participating in the program. o Receive renewal points toward healthy prizes based on completion of certain physical requirements — hiking a certain trail, rafting the river, running a certain number of miles, etc. o Receive renewal points toward arts -oriented prizes based on completion of certain artistic requirements — attend a play, take an art class, read a book, etc. o Points could be offered in any number of areas. Points will be tracked and calculated online at Myrenewal.com. o Offer grand prizes related to renewal for top winners such as spa packages, trips, sporting equipment, etc. • Link residents to renewal opportunities On the portal or on the City website, create a box using GPS technology that allows residents to "Pick your Route to Renewal." They can then click on a menu of renewal options including: o Renew in nature (map to all the top scenic spots in the area) o Renew on the trails (map to all the biking, running, walking, hiking, skating parks and trails) o Renew on the river (map to river activities) o Renew hope (map and or/listing of volunteer opportunities) o Renew in your dream house (list of real estate agents, map of various housing developments) o Renew your taste buds (map to all restaurants in town) o Renew with new stuff (map to all major shopping areas) o Renew with friends (map to bars and pubs) o Renew with the arts (map to galleries, museums, art exhibits, symphonies, theatres). Fort Collins BrandPrint North Star Destination Strategies 71 of 106 A ... Attract new visitors From your charming downtown to your great shopping and dining to your broad range of outdoor recreation, Fort Collins offers visitors lots of room to create their ideal vacation experience. But don't make your visitors "search" to find information about your tourism attributes. Put your new brand up front and center for the purposes of tourism. Here are a few ideas to get you started. • Re -energize at visitor touch points Make visitor touch points places of vitality and energy. For example, the Visitor's Center could be a place where visitors go to get re -energized before they hit the bike trails or explore the town. Offer them maps, water, energy bars and jelly beans. Similarly the website needs to upbeat and energetic. Post entertaining videos from visitors' adventures or renewal experiences. Update the videos each day to keep people continuously coming back to the site. Let them download high-energy music from local bands and print maps to hiking trails and microbreweries. Offer renewal packages Package together hotel, activities and dining into various renewal packages that let visitors refresh whatever part of their life has become stale. o Renew Your Vows could feature second honeymoon packages, o Renew Your Faith could feature classes in spirituality, yoga, etc., o Renew Your Health could feature spa days, healthy dining, physical activities, o Renew Your Spirits could feature shopping, spa days, golf, fine dining, etc. • Reach out to alumnae Create an outbound email campaign to alumnae inviting them back to "Renew Your Relationship" with Fort Collins, CSU, old classmates and professors, etc. • Create a CD Develop a CD that includes interesting facts about all the historic, shopping, dining and recreation sites in Fort Collins. Visitors can download the information off the website onto a CD or MP3 player. The tour allows visitors to learn more about your history on an individual basis as they are driving, biking or hiking around town. • Orchestrate a brand festival A festival or major event built around your brand is one of the best ways to build equity in the brand both internally and externally. Consider developing a "Renewal" teaching festival that takes place citywide and features experts (both from Fort Collins and elsewhere) instructing attendees in developing new skills and talents to renew their lives. Classes could include athletics (running, biking, fencing, and tennis), singing, dancing, cooking, painting, magic, juggling, bartending, carving, bird watching, kayaking. Fort Collins Brand Print North Star Destination Strategies 72 of 106 The two-day festival could culminate with an event in a major park with food, bands, hot-air balloons, a SK race, art shows, etc. • Sponsor a marathon Half and whole marathons are a great way to gain national exposure for your city. Work with a race planning company to develop a national marathon based on the idea of "renewal." Remember to serve branded water and energy bars after the race. • Create a trail they'll follow Develop a brewery trail that goes through Colorado, but make sure it starts and ends in Fort Collins. Similar to the California wine trail, the brewery trail will hit all the hottest micro breweries in the state. Feature the brew trail on the CVB website and showcase other activities that brew trail travelers can enjoy while in Fort Collins. • Go after green meetings Piggyback on the Denver GreenPrint Initiative. Offer to host the next annual Green Cities Forum or host other conferences to learn about the latest industry trends for green business and renewable energy. Fort Collins BrandPrint North Star Destination Strategies 73 of 106 L ... Leverage the brand with businesses Show businesses and business prospects that Fort Collins is a community that supports growth and development and will supply them with the tools and resources they need to succeed. • Cut them off The ribbons used at Chamber ribbon cuttings should be embossed with the words "Renewal is a Way of Life." Plaques, certificates and pictures of the event supplied to new business owners should also bear the strap line. • Host a meeting Host a meeting within the business community that introduces the brand and explains the importance and impact of the brand to Fort Collins's growth. Lunch at a nice restaurant can increase attendance (charge per attendee). Some important agenda items at this meeting: o At every table, include tent cards with the logo and strap line on one side and Fort Collins's renewal ideology on the other. o Encourage businesses to pay homage to their home region in marketing, signage, product packaging, etc. o Showcase volunteer opportunities for businesses. Give businesses a way to sign up to help that day. o Supply businesses with a brand tool kit to help them bring the brand to life. Include camera-ready art of the logo along with ideas for using the brand in their business advertising and marketing. Businesses should have some leeway to make the brand work for them. o In the brand tool kit include an order booklet for promotional items that promote the brand. For example, for restaurants and bars, create a series of coasters with the different t-shirt sayings on them. Include a place where the retailer can get its name embossed. Post cards, t-shirts, bumper stickers and window signs are additional ideas. o Give away promotional items from the catalogue as door prizes. Listen to entrepreneurs Give entrepreneurs (such as Kim Jordan from New Belgium) a forum for sharing their stories of renewal and success, including how they came to Fort Collins and started a new life. Feature these stories on the City and economic development websites and in a series of newspaper articles. • Send prospects a package Send top prospects recruitment materials packaged in a hiking daypack. Include energy related items such as energy bars/drinks, a compass and a GPS programmed with a map to Fort Collins and maps to other things in town that help ensure business success such as land for development, small business resources, office space, housing developments Fort Collins BrandPrint North Star Destination Strategies 74 of 106 for employees, etc. Brand the package to promote the ideas of energy conservation and renewal, healthy employees and healthy companies, quality of life, etc. • Offer incentives Give new business prospects that choose Fort Collins a branded Segway or a bicycle, each representative of the community's commitment to renewal. • Email employees Offer employers a free email service where all employees receive a daily email featuring ways for employees to renew themselves. Send employers email$ about the cost and productivity benefits of a healthy workforce. Give them ideas for ways to renew their employees' energy and morale including periodic visits from a masseuse, group hikes, bike -to -work day, healthy menus, etc. • Encourage the eco-friendly Provide "Green Business" resources to local companies and small businesses to help them become more eco-friendly, including recommendations for water/energy, air quality, green building and environmental design and social responsibility. Educate them on the benefits of being green. For example, energy efficiency investments by private businesses often pay for themselves in two to five years and generate permanent savings thereafter. As such, green -built businesses are often more competitive due to lowered overhead costs for heating, cooling, electricity and lighting. Send participating companies an ongoing a-zine that highlights ideas for saving energy. For example, in terms of oil not burned, or greenhouse gases not exhausted into the atmosphere, replacing one 60-watt incandescent light bulb with one 15-watt compact fluorescent light bulb (CFL) is equivalent to taking 1.3 million cars off the roads. Fort Collins Brand Print North Star Destination Strategies 75 of 106 FOUNDATION CREATIVE I FINAL FORT COLLINS LOGO COLOR VARIATIONS Fort Collins I Jlti Please refer to'k (the last two pages of this report)for the Fort Collins Logo Standards Guide, which details all proper and improper usage of the logo. Fort Collins Brand Print North Star Destination Strategies 76 of 106 Fort Collins Brand Print CUSTOMIZED ORGANIZATION LOGOS coth fn, n s ' "hers) icncwl , .e way of life Fort CoW ), n p S' City of Fort Collins wlie,e i, a my of we Colorado Fort Collins City of NIL.1,11 "'u" Fort Coth I n m s ! where, rcnawal is a wily of ife North Star Destination Strategies 77 of 106 STATIONARY/LETTERHEAD rt Collins Fort Collins Fort Collins BrandPrint North Star Destination Strategies Fit CoRins 78 of 106 TOURISM AD Fort Collins Brand Print North Star Destination Strategies 79 of 106 MARKET PERFORMANCE/OPPORTUNITY ANALYSIS C.,o M.,k.1, Mi ... .h' B.OW, , 0ow"T's t C. (BColopodo!3,ings Denve —sm. Po,11-d 4W. o Roche,,,. Co St. Louix1,1 fiancuoo 2W. sl� ..... Los "k, Wo, Y-A 0 2. W % 4,00% ow /. 8L 9 10 W % 11. 0% Non -Target Marken F-11 Collins V".." fl.11 Each CBSA C--ion Markets N.,e The size .f eachoo,lo .,h CBSA in terms of hou ,01, Purpose The Market Performance/Opportunity Analysis is a unique tool created to determine the top performing visitor markets and those that offer the most opportunity for maintaining and increasing future visitation to Fort Collins. Methodology The chart looks at the top 20 visitor CBSA's to Fort Collins and classifies each one based on current visitation trends and similarities between residents of each CBSA and the Fort Collins core visitor profile, determined by Tapestry. (The core visitor profile is outlined in greater detail in the Visitor Who and What Reports.) The chart from left to right: Illustrates the percent of visitors to Fort Collins coming from the designated CBSA. Percentages coincide with those found in the Visitor Origin Study. The chart from bottom to top: Illustrates the likelihood that residents of a CBSA will visit Fort Collins, based on their similarity to the core visitor profile. This visitation likelihood is based off an indexing system where 100 is average. So, if the Market Potential Index is: * 100: Residents of the CBSA have completely average visitation potential. * Greater than 100: Residents of the CBSA are more likely to visit Fort Collins because they are more like the core visitor profile. * Less than 100: Residents of the CBSA are less likely to visit Fort Collins because they are less like the core visitor profile. Fort Collins Brand Print North Star Destination Strategies 35 of 106 TOURISM AD 11 Fort Collins BrandPrint North Star Destination Strategies 80 of 106 ECONOMIC DEVELOPMENT AD Fort Collins Brand Print North Star Destination Strategies 81 of 106 ECONOMIC DEVELOPMENT AD II Fort Collins Brand Print North Star Destination Strategies 82 of 106 ARTS AD Fort Collins BrandPrint North Star Destination Strategies 83 of 106 ARTS AD 11 rformances of a lifetime, daily appearances on nnow than 20 diffiercnt stages. I,a I jeI , I I I. I I I � ' -' ; � � � I I" I ' " ' r I �' I ' '� I I ' 111 -� I " I � I - I I I � I . ....... .... Fort Collins BrandPrint North Star Destination Strategies 84 of 106 DOWNTOWN AD Fort Collins BrandPrint North Star Destination Strategies 85 of 106 DOWNTOWN AD 11 Fort Collins BrandPrint North Star Destination Strategies 86 of 106 1/8 PAGE TOURISM AD Fort Collins BrandPrint North Star Destination Strategies 87 of 106 1/8 PAGE TOURISM AD II Fort Collins BrandPrint North Star Destination Strategies 88 of 106 WEBSITE OPENING Fort Collins BrandPrint North Star Destination Strategies 89 of 106 Results Looking at the core market quadrant in the upper right-hand corner, Fort Collins does an excellent job drawing visitors from Denver and Colorado Springs. Your greatest opportunity for gaining visitation market share lies with those CBSAs labeled as expansion markets in the upper left hand corner. Cities like Loveland, Boulder, Minneapolis and Boston should all be considered targets because their residents are demographically and psychographically similar to your core visitors. Variables like distance from Fort Collins and advertising cost per point (CPP) should also be taken into consideration when selecting cities for use in any media plan. *Please see fflffi" for a larger version of the Fort Collins Market Performance/Opportunity Analysis Fort Collins Brand Print North Star Destination Strategies 36 of 106 WEBSITE OPENING I PAGE I Fort Collins BrandPrint North Star Destination Strategies 90 of 106 WEBSITE OPENING I PAGE II Fort Collins Brand Print North Star Destination Strategies 91 of 106 WEBSITE OPENING I PAGE III Nutu c. Oritr in EhJ-L S Fort Collins Brand Print North Star Destination Strategies 92 of 106 WEBSITE HOMEPAGE _C?rtCollins Fort Collins Brand Print North Star Destination Strategies 93 of 106 ECONOMIC DEVELOPMENT DIRECT MAIL POSTCARD ........... Fort Collins Brand Print North Star Destination Strategies 94 of 106 TOURISM BROCHURE Fort Collins BrandPrint North Star Destination Strategies 95 of 106 FESTIVAL POSTER Fort Collins Brand Print North Star Destination Strategies , 96 of 106 VERTICAL TRADESHOW/LIGHT POST BANNERS Fort Collins BrandPrint North Star Destination Strategies 97 of 106 RENEWAL ENERGY BAR Fort Collins BrandPrint North Star Destination Strategies 98 of 106 No Text TARGET CLUSTER MAPPING Purpose Target Cluster mapping allows us to look at other cities in the U.S. who have residents that fit the profile of the core Fort Collins visitor. If residents of these cities are just like current visitors to Fort Collins, they would naturally be excellent cities to target in future communication plans in order to increase visitation. Methodology A core visitor profile is identified based on the Fort Collins Visitor Origin study. Tapestry then ranks all CBSA's nationwide in terms of how closely their residents match this core profile. This differs from the Market Performance/Opportunity Analysis which only ranks the top 20 visitor markets. The top Target Cluster CBSA's are reported on in two ways: by Household Percent and by Household Count. Top CBSA's for Household Percent • These cities are likely to have smaller populations, but a higher percent of residents similar to the core visitor profile of the area under study. • Residents represent concentrated pockets (living in smaller geographic areas) of people like just like the core visitor profile. Top CBSA's for Household Count • These cities are likely to have larger populations. Thus, a higher number (count) of their residents are similar to the core visitor of the area under study. • While a higher number of these cities residents are similar to the core visitor, they are spread out over a much larger geographic area. Results The spreadsheet file for all Target Cluster Mapping (showing the ranking of all CBSA's, nationwide) can be found on the Final BrandPrint CD. The top 20 CBSA's (by Household Percent and Household Count) are listed on the following page. When choosing CBSA's as targets for brand communications, a number of variables should be considered including: budget parameters, cost per point (CPP) of advertising in the selected market and distance from Fort Collins. Fort Collins Brand Print North Star Destination Strategies 37 of 106 FREESTANDING DISPLAY Fort Collins BrandPrint North Star Destination Strategies 100 of 106 TRADE SHOW USAGE Fort Collins Brand Print North Star Destination Strategies 101 of 106 IN-STORE PARTNER DISPLAY Fort Collins BrandPrint North Star Destination Strategies 102 of 106 HOW IS THE BRAND PERFORMING? Evaluation yields new information which may lead to the beginning of a new planning cycle. Information may be gathered from concept pre -testing, campaign impact in the marketplace and tracking studies to measure a brand's performance over time. Ideally two basic questions will be answered: Have responses to the brand among target audiences changed in the way the Brand Print intended? And have these changes resulted in consumer action that will achieve the desired objectives of the brand? Turnkey or do-it-yourself programs are recommended depending on the needs of the DMO. As an additional evaluation tool, North Star includes one consulting day annually for three years with all Community Brand Print programs. Fort Collins Brand Print North Star Destination Strategies 103 of 106 FORT COLLINS VISITATION STUDY Purpose Although we have qualitative information about the perceptions of visitors and what motivates them to visit, there is little information on the fundamentals of Fort Collins visitors: length of stay, party composition, trip expenditures, etc. It would be valuable to have this information in order to monitor any change in visitor trends. Methodology • Conduct annually. • Gather samples from lodging records from each season. • Include a signed cover letter (with real ink) to brand the personal/friendly side of Fort Collins. An outline of the study has been provided in Omm Fort Collins BrandPrint North Star Destination Strategies 104 of 106 FORT COLLINS PERCEPTION STUDY Purpose We now have an understanding of current brand perceptions among visitors. Because the brand strategy encapsulates those brand perceptions and takes them even further with the strengthened Fort Collins positioning, this study would allow us to see if we successfully refined the brand in the eyes of the visitor. If brand perception did not change as we intended, then we can fine tune the media and messaging accordingly. Although the primary purpose of this study is to track brand perception, we recommend to explore the issue of business development to see what the consumer desires in this arena. Methodology Conduct annually. Gather samples from lodging records. Include a signed cover letter (with real ink) to brand the personal/friendly side of Fort Collins. An outline of the study has been provided in A€ Fort Collins BrandPrint North Star Destination Strategies 105 of 106 FORT COLLINS CONVERSION STUDY Purpose Conduct a Conversion Study in order to evaluate media. The findings from this study will help refine the media plan in order to ensure media efficiency. Methodology • Capture inquiry contact information (name/address/media vehicle at a minimum). • Append phone numbers to inquiry addresses using a data append service. • Conduct telephone interviews. • Perform a minimum of 100 interviews per media vehicle. An outline of the study has been provided in APO OWN �ur Fort Collins BrandPrint North Star Destination Strategies 106 of 106 TOP TARGET CLUSTERS (BY HOUSEHOLD PERCENT) Fort Collins, CO Target Clusters. i I IF! Percent by C8SA _i I y3 ' ..' 4 ti l h! J 'Please see ;,'",yf'( for larger versions of the Target Cluster Maps. Fort Collins Brand Print North Star Destination Strategies 38 of 106 Los Alamos, NM 85.36% Gardnerville Ranchos, NV 47.81 Fort Collins -Loveland, CO 47.15% Boulder, CO 47.09% Minneapolis -St. Paul -Bloomington, MN -WI 46.35% Raleigh -Cary, NC 45.35% Denver -Aurora, CO 45.28% Juneau, AK 44.64% Lexington Park, MD 44.61 Ogden -Clearfield, UT 43.72% Washington -Arlington -Alexandria, DC -VA -MD -WV 43.56% Provo-Orem, UT 43.24% Colorado Springs, CO 43.14% Ann Arbor, MI 43.07% Fairbanks, AK 42.40% Anchorage, AK 42.15% Salt Lake City, UT 40.700 Atlanta -Sandy Springs -Marietta, GA 40.03% Corvallis, OR 39.85% Truckee -Grass Valley, CA 38.50% TOP TARGET CLUSTERS (BY HOUSEHOLD COUNT) Fort. Collins, CO Taigot Clusters HN Count by CBSA j s4, t. t 4 } 9 f� *Please see for larger versions of the Target Cluster Maps. Fort Collins BrandPrint North Star Destination Strategies 39 of 106 � CP," t q£ ;lyir-�.�, t4�4'Cf 1€Y ✓ �4 N� P�� � New York -Northern New Jersey -Long Island, NY �.. Y`� d .. 1,043,376 Chicago -Naperville -Joliet, IL -IN -WI 966,811 Washington -Arlington -Alexandria, DC -VA -MD -WV 866,893 Atlanta -Sandy Springs -Marietta, GA 730,332 Philadelphia -Camden -Wilmington, PA -NJ -DE -MD 655,299 Los Angeles -Long Beach -Santa Ana, CA 652,860 Dallas -Fort Worth -Arlington, TX 625,475 Minneapolis -St. Paul -Bloomington, MN -WI 576,851 Houston -Sugar Land -Baytown, TX 523,468 Seattle -Tacoma -Bellevue, WA 468,560 Detroit -Warren -Livonia, MI 459,445 Boston -Cambridge -Quincy, MA -NH 449,706 Miami -Fort Lauderdale -Miami Beach, FL 447,151 Denver -Aurora, CO 427,423 Phoenix -Mesa -Scottsdale, AZ 417,310 Baltimore -Towson, MD 366,833 San Diego -Carlsbad -San Marcos, CA 336,471 San Francisco -Oakland -Fremont, CA 330,974 Portland -Vancouver -Beaverton, OR -WA 291,169 Riverside -San Bernardino -Ontario, CA 287,215