Prepared by NorthStar Destination Strategies
Lauderdale Lakes, FL BrandPrint
Understanding & Insights Presentation
Community
Understanding
g
Consumer
Insights
Imagination
Competition
Evaluation
You are Here
Brand Identity
&
Brand Action
What differentiates
Lauderdale Lakes?
Community
Consumer
Competition
How have we learned about
the Lauderdale Lakes Community?
• Research & Materials Audit
• In-Market
In Market Trip
Community
–
–
–
–
FAM Tour
Intercept Interviews
Stakeholder Interviews
Focus Group
• Resident Tapestry Profiling
• Stakeholder
S k h ld Vision
V
Survey
S
• Online Community Survey
Community
Understanding Lauderdale Lakes
I M k Observations
In-Market
Ob
i
You mayy disagree
g
with some information that follows. But these are
perceptions gained during the research. There are negative perceptions
included; identifying these can be just as important as praise.
Community
R
Research
h & Materials
M
l Audit
A d
FROM THE CITY, ECONOMIC DEVELOPMENT & CHAMBER OFFICES
City of Lauderdale Lakes
•
The Heart of Broward County by the Community Redevelopment
Agency booklet
•
“We Care” Tool Box
1st Annual Black History Month Community Parade flyer
•
•
9th Annual Holiday Lighting Ceremony
•
Barrington Irving Bridge Dedication flyer
•
Building Permits and Processes: A Helpful Guide to Planning and Building
•
Department of Parks and Leisure
•
Kick off Black History Month with the City of Lauderdale Lakes flyer
•
Lakes Days: A 45th Anniversary Celebration
•
Lakes Live: Grammy Award Winner Regina Belle flyer
•
L d d l L
Lauderdale
Lakes
k N
New: A publication
bli ti for
f the
th residents
id t
•
Lauderdale Lakes ONE City Pride flyer
•
Streetscape Master Plan Volume 1&2
•
The Heart of Broward County CD
•
Lauderdale Lakes City Street Map & Resource Guide
Community
R
Research
h & Materials
M
l Audit
A d
FROM THE CITY, ECONOMIC DEVELOPMENT & CHAMBER OFFICES
Economic Development Materials
•
The Right Choice for Business pamphlet
•
Amendment #1: Property Tax Reform
•
Lauderdale Lakes Chamber of Commerce 1st Annual Dinner program
p y Tax Update
p
•
Property
Broward County
•
Broward County Library flyer
NaturesScape Broward
•
Other Materials
•
Bella Vista: Building a Way of Life packet
•
Eggstravaganza Spring Festival Flyer
•
Halloween Spooktacular flyer
•
International Tertiary drawing
•
Lauderdale Lakes Citizens Academy pamphlet
•
L d d l L
Lauderdale
Lakes
k N
News F
Fall
ll 2006
Community
Assets
WHAT WE HEARD FROM FAM TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUP
International reputation
Great location
•
•
•
•
Center of Broward County
Located at intersection of Oakland Park Boulevard and State Road 7
Close to turnpike, I-95 & major roadways. Minutes from beaches and airport
120,000+ motorists travel through everyday (most working in Ft. Lauderdale)
Parks and Recreation
•
•
•
•
•
•
•
•
•
C-13 Canal Greenway Trail
Vincent Torres Memorial Parks (ball fields)
Willie Webb Sr. Park and Community Center with Boundless Playground
Cypress Preserve Conservation Park
Otis Gray, Northgate and Westgate Neighborhood parks
Swimming pool complex
Adult and Youth sports leagues and SPARKS program
Named a “Playful City” and “Tree City”
Citizen’ss Academy
Citizen
Academy, Community Center and Alzheimer's
Alzheimer s Facility
Events
•
•
•
•
UniFest on city’s birthday in June sponsored by Greater CaribbeanAmerican Chamber of Commerce and City of Lauderdale Lakes
p
Black Historyy Month events and parade
Holiday Fest and Lighting
Community events including Eggstravaganza
Community
Assets
WHAT WE HEARD FROM FAM TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUP
Distinct Community
•
•
•
•
•
•
•
•
Proud
P
d off diversity;
di
it 60 languages
l
spoken
k att Boyd
B d Anderson
A d
High
Hi h School;
S h l greatt food
f d and
d music
i
Friendly population always willing to assist others
Affordable housing in Broward County
Sports; surrounding communities’ kids want to play on Lauderdale Lakes teams
Strong fire and police response; equipped with T3 vehicles and Segways
County leaders and educators live in Lauderdale Lakes (known for strong planning)
CRA Agency; progressive:1st Broward community with Master Plan
Many churches (draw from outside Lauderdale Lakes)
Major Employers
•
Florida Medical Center, City of Lauderdale Lakes, Interactive Response Technologies (call center), Walmart
Education
•
•
Florida Memorial University Broward campus
Phyl’s Academy private secondary school
New construction and development
•
•
•
•
Library and cultural center; Bella Vista development, residential and commercial
St. Croix mixed-use development
Walmart ; New tenants in Lakes Mall: Ross Dress for Less
Masonry bus shelters; highest ridership in county
Community
Challenges
WHAT WE HEARD FROM FAM TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUP
Community
•
Lack of cohesion
•
Areas of blight; larger rental community and absentee landlords
•
Unknown number of Section 8 vouchers; poor upkeep of properties ; no local Housing Authority
•
Ethnic struggle between African Americans and Jamaicans; affects residents moving in
•
Youth lack direction
•
No housing stock larger than 2000 sq feet; no mid-higher end housing
Government
•
Perception that Jamaicans are disproportionately in control; leadership chasing trends
•
Chamber isn’t
isn t well organized or managed
•
Funding; sales tax based on population not where the money is spent
•
Not an entitlement community; go through county for development grants (snowbirds not in census)
•
Insufficient code enforcement; lax zoning
•
BSO Sheriffs’ beats are inconsistent and rotations prevent building relationships with community
Perceptions
•
Perceived as black, poor, unsafe/dangerous (press misreporting Ft. Lauderdale and Lauderhill crimes)
•
Older whites do not see a p
place for themselves in Lauderdale Lakes
•
Disjointed leadership; inaccurate perception of financial difficulties
•
Characterized as a Caribbean city however African American population is larger
Community
Challenges
g
WHAT WE HEARD FROM FAM TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUP
Competition
• Lauderhill better caters to the Caribbean population; Lauderhill looks newer and better
• Tamarac
T
i perceived
is
i d as the
h most safe;
f Lauderhill
L d hill the
h most d
dangerous
• Retail traffic drawn west to Sawgrass Mills Mall
Schools
• Low test scores and ppoor schools; Need community-wide
y
effort to improve
p
schools
• Boyd Anderson does not get same resources; County money goes west to newer schools
Businesses
• Small business owners are apathetic towards growth
• Lauderdale Lakes does not offer the restaurants/retail that cause people to stop
• Few white-collar or creative-class jobs for youth; not perceived as place of opportunity
Image/message
• Bad reputation
• Lack marketing and PR efforts; No distinct message to rally community
• Does not leverage diversity well
Tourism
attractions destination retail,
retail hotels or large events drawing from across South Florida
• No attractions,
Infrastructure
• Corridors into village are not distinct (shared) and dirty; sign blight
Community
Opportunities
WHAT WE HEARD FROM FAM TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUP
Community Redevelopment
•
•
•
•
•
•
•
•
•
CRA plan and streetscapes for Oakland Park Boulevard and SR 7 intersection
F d program for
Facade
f refurbished
f bi h d commercial
i l areas
Additional small business development in front of Walmart Town Center
Stimulus funding
Focus on green programs; become a walk-able suburb
20 acres for development
p
in Tarragon
g bankruptcy;
p y; warehouse space
p
for distribution
Improve city-wide landscaping
Diversity in housing stock; Bella Vista development
WiFi hub in center city; potential stop on light rail to Miami
Youth and Schools
•
•
•
•
•
Improve schools in order to attract more residents
Multi-use sports fields/stadium for soccer, rugby, cricket, netball and lacrosse
Acknowledge and celebrate educators
p
education system
y
Solicit ggrants to improve
Connect youth with senior mentors
Leadership
•
•
•
Need more transparency
Need to engage the greatest thinkers in Lauderdale Lakes
Need more rules and enforcement
Bella Vista Development
Community
Opportunities
WHAT WE HEARD FROM FAM TOUR | STAKEHOLDER INTERVIEWS | FOCUS GROUP
Events
•
•
Broaden UniFest; consider sole sponsorship
p
p to expand
p
offerings
g beyond
y
Caribbean
Taste of the Lakes bringing together international flavors of Lauderdale Lakes
Community Organization
•
•
•
•
Cultivate community pride and involvement
Bring people together to clean up the city and waterways
Programs at new Library and Cultural Center
Childrens’ activities bring residents together; add more to the calendar
Message
•
•
•
Counter negative headlines with strong marketing and PR
Safer, affordable alternative to nearby Dade County
Market area more frequently, loudly, and efficiently
Additional Assets
•
•
•
•
•
•
Larger chain restaurants (not fast food)
Large bookstore
Additional destination retailers and food brokers like
Broward Meat and Fish Company
Attract independent specialty restaurants and boutiques
Need night life options
Golf course or driving range
Community
Understanding Lauderdale Lakes Residents
Community Tapestry
“Who” Report
Community
•
Ab t T
About
Tapestry
t P
Profiling
fili
Tapestry:
– SSegmentation operates on the
h principle
l off like
l k seeks
k like
l k – that
h people
l withh similar
l
tastes, lifestyles, and behaviors seek others with the same.
– Tapestry combines the “who” of lifestyle demography with the “where” of local
neighborhood geography to paint a picture of exactly who your residents are
are, what types
of jobs they hold, what their buying preferences are, what lifestage they are in and finally
how they compare to the general US population.
•
About the Data:
– Tapestry mines both public (Census) and private databases (including credit card data,
etc) to combines traditional statistical methodology of cluster analysis with the latest
data mining techniques to provide the most compelling segmentation of US
neighborhoods.
Community
U d
Understanding
d Tapestry
T
Classifications
Cl f
Every neighborhood in the United States has been
clustered into one of 65 Segments. These segments
belong to 12 Groups.
• LifeMode Groups:
– 12 summary groups based on lifestyle and lifestage
– Members share an experience (being born in the same time period,
period
facing the same lifestage, having a certain level of affluence, etc.)
• Community Tapestry Segments:
– 65 groups based on sociographic and demographic composition.
– Considers: Income, occupation, educational attainment, ethnic origin,
household composition, marital/living arrangements, patterns of
migration,
i
i
mobility
bili and
d communication,
i i
lif
lifestyle
l and
d media
di patterns
– Most distinct level of segmentation.
Community
L f M d Groups
LifeMode
G
•
•
•
•
•
•
•
•
•
•
•
•
L1. High Society
L1
L2. Upscale Avenues
L3. Metropolis
L4. Solo Acts
L5. Senior Styles
L6. Scholars & Patriots
L7. High Hopes
L8. Global Roots
L9 Family Portrait
L9.
L10. Traditional Living
L11. Factories & Farms
L12. American Quilt
Community
LifeMode Breakout
Over 50% (57.9%) of Lauderdale Lakes residents fit either in the Senior Styles or
Global Roots LifeModes
Tapestry LifeModes | Lauderdale Lakes Residents
L01. High Society
L02. Upscale Avenues
L03. Metropolis
L04. Solo Acts
L05. Senior Styles
L06. Scholars & Patriots
L07. High Hopes
L08. Global Roots
L09. Family Portrait
L10. Traditional Living
L11. Factories & Farms
L12. American Quilt
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Community
Segment Breakout
The top 4 resident segments comprise 69.5% of the population
Tapestry
p
y Segments
g
| Lauderdale Lakes Residents
30.0%
25.0%
20.0%
Top Segments: Descriptions to follow
1. 65 Social Security Set (25%)
2 60 Ci
2.
City Di
Dimensions
i
(20%)
3. 34 Family Foundations (15.3%)
4. 51 Metro City Edge (9.2%)
15.0%
10.0%
5.0%
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
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19
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31
32
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34
35
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37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
0.0%
$$$
Affluence Range
$
Community
Segment Spotlight
65 Social Security Set (25%): Indexed 3864 against the US average
• 40% are elderly households over 65 years old.
• Median HHI is $15,700.
• Limited resources restrict their activities and purchases. Shop at discount
stores.
• Dependent on Medicare and Medicaid to cover health care costs.
• Bank in pperson and ppayy cash when theyy shop.
p
• Watch daytime and primetime television, especially sports entertainment.
Enjoy football, basketball, boxing, wrestling, figure skating and golf.
60 City
y Dimensions (20%):
(
) Indexed 2313 against
g
the US average
g
• This segment is characterized by diversity in household type and ethnicity.
• Primarily young and single with a median age of 28.7.
• The median HHI is $26,000.
• They are frequent viewers of cable television and most homes own more
than one television. These residents are avid watchers of sports but rarely
participants.
• Prefer to shop at discount stores
• For entertainment
entertainment, they enjoy dining out,
out going dancing and attending music
performances.
Community
Segment Spotlight
34 Family Foundations (15.3%): Indexed 1805
• There is little diversity in this segment; most of the population is black.
• The median age is 38 years and the median household income is $42,000.
• Family Foundations residents are active in their communities, attending
church services, helping with fund-raising projects and participating in
civic activities.
• Theyy spend
p
moneyy on home maintenance and their families. Watch their
budgets closely, opting to prepare meals at home and shop at Walmart
and Kmart.
• Style is important to these residents.
51 Metro City Edge (9.2%): Indexed 977
• Single parents, singles, and multigenerational families.
• Median age is 28.8 and median HHI is $30,200.
• Unemployment rate is high and less than 10% hold a Bachelor
Bachelor’ss degree.
Primary concern is welfare of children, so they spend money wisely at
grocery stores like Food Lion and Kroger, and shop at Walmart.
• Newspapers and the Yellow Pages are their sources of information since
Internet access at home is not a necessity.
necessity
• Exercise at home and enjoy participating in community sports. Most
meals are made at home; they rarely dine out.
Community
Segment Comparison
Lauderdale Lakes residents skew to the right, less affluent side of the chart and
tend not to mirror the US averages
Tapestry Segments | Lauderdale Lakes Residents vs. U.S. Average
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
0.0%
Lauderdale Lakes Residents
US
Community
Understanding Resident’s Lifestyle
Communityy Tapestry
p
y
“What” Report
Community
Resident’s Lifestyle
Once segments have been identified,
identified we can draw
conclusions about consumer habits and lifestyle preferences.
Lifestyle/Media
Lif
l /M di G
Groups:
Apparel, Appliances, Attitudes, Automobiles,
Auto/Aftermarket, Baby Products, Alcohol, Books,
C
Cameras,
C
Civic Activities,
A
C
Convenience Stores,
S
Electronics, Financials, Furniture, Garden/Lawn,
Grocery, Health, Home Improvement, Insurance,
Internet Leisure
Internet,
Leisure, Yellow Pages
Pages, Watch
Watch, Read,
Read
Listen, Personal Core, Pets, Restaurant, Shopping,
Smoking, Sports, Telephone, Tools, Toys/Games,
Travel Video/DVDs,
Travel,
Video/DVDs Miscellaneous.
Miscellaneous
Resident’s Lifestyle
Community
Data includes national chains that may not be present in your region but
represent the type of consumer behavior likely.
Lower income and proximity to a larger metropolitan area dictates many
consumer preferences:
•
•
•
•
•
•
•
Leisure & Travel – Residents do not travel often. Enjoy gambling and
often purchase lottery tickets. Attend NFL and NBA games and are
likely to play soccer
Lifestyle – Residents are likely to smoke, especially menthols, with a
higher than average percentage smoking 9+ packs a week
Auto – Likelyy to have one leased vehicle and purchase
p
aftermarket
struts or mufflers. Do not drive trucks or belong to AAA
Finances – Unlikely to own stocks, bonds or 401K retirement savings
Computers and Electronics – Not likely to own a computer or to use
the
h iinternet often
f
Dining – 2 to 3 times as likely to eat at Church’s Fried Chicken,
Popeyes, White Castle, Ryans and El Pollo Loco
TV, radio, books – Watch BET, Judge Mathias, the Bernie Mac Show
and Jerry Springer. Five times as likely to listen to Hispanic and gospel
radio. Likely to read bridal or music magazines.
Community
Resident’s Lifestyle
Data includes national chains that may not be present in your region but
represent the type of consumer behavior likely.
Watch
Leisure
Category
Watched last week: BET (Black Entertainment TV)
Watch Syndicated TV (M-F): Judge Mathis
Watch TV aired once/wk: The Bernie Mac Show
Watch Syndicated TV (M-F): Divorce Court
Watch on TV: rodeo/bull riding
HH has satellite dish
Index
338
321
299
293
59
58
Category
Gambled in Atlantic City in last 12 months
Bought lottery ticket in last 12 mo: Daily Drawing
Attended movies in last 90 days: once/week or more
Member of church board
Dine out 2+ times per week
Dine out once a week
182
167
141
131
68
66
Category
Shopped at grocery store/6 mo:
Used nectars in last 6 months
Shopped at grocery store/6 mo:
Shopped at grocery store/6 mo:
Shopped at grocery store/6 mo:
Shopped at grocery store/6 mo:
548
501
326
235
53
44
Category
Fast food/drive-in last 6 mo: Church`s Fr. Chicken
Fast food/drive-in last 6 mo: Popeyes
Fast food/drive-in last 6 mo: White Castle
Fam rest/steak hse last 6 mo: Ryan`s
Fam rest/steak hse last 6 mo: Olive Garden
Fam rest/steak hse last 6 mo: Chili`s Grill & Bar
Read
219
202
177
154
51
51
Grocery
Category
Read music magazines
g
Read bridal magazines
Read women`s fashion magazines
Light newspaper reader
Read newspaper: business/finance section
Read airline magazines
Index
Listen
Category
Radio format
Radio format
Radio format
Radio format
Radio format
Radio format
Index
Index
Piggly Wiggly
280
233
183
147
145
144
Aldi
Winn Dixie
Food Lion
GNC
Restaurant
Index
listen to:
listen to:
listen to:
listen to:
listen to:
listen to:
Hispanic
gospel
urban
jazz
country
news/talk
Index
321
285
281
217
64
54
Community
Understandingg Communityy
Leader Perceptions
Stakeholder Vision Survey
Community
Community Leader Perceptions
DEFINING LAUDERDALE LAKES
When you first think of Lauderdale Lakes, which three adjectives come to mind?
• Small
• Caring
• Diverse
Describe Lauderdale Lakes to someone who has never heard of it before.
• A small but centrally located residential community
– In the heart of Broward County
• A progressive, culturally diverse community
– A distinctive Caribbean flair
• Affordable
– Provides what you need in a close proximity
Community
C
Community
it Leader
L d P
Perceptions
ti
ATTRACTING PEOPLE TO LAUDERDALE LAKES
What in Lauderdale Lakes attracts most…
most
Residents:
•
•
•
Location
Affordable housing
Accessibility to public
transportation
Visitors:
•
•
•
•
Ethnic restaurants
Walmart
Shopping
The beach
Businesses:
•
•
•
•
Location
Affordability
Steady flow of
customers
Good supply
pp y of
willing workforce
Community
Community Leader Perceptions
INSIDE LAUDERDALE LAKES
What is Lauderdale Lake’s single greatest asset?
• Diversity
• Location
o Easy access to I-95
o The intersection of Oakland Park Boulevard and State Road 7
• Its people
If you could add something to Lauderdale Lakes, what would you add?
• More restaurants
o Specifically chains
chains, such as TGIF or Applebee
Applebee’ss
• Major retail businesses
• Community center
o For seniors /youth programming / after school activities
If you could take away something from Lauderdale Lakes, what would it be?
• Negative stereotypes
o Concerning crime, drugs, and even race-based fear
• Low income housingg
o Unsupervised tenement housing
• Traffic: Multi-lane highways
Community
Community Leader Perceptions
INSIDE LAUDERDALE LAKES
In your opinion, what would be the best way for Lauderdale Lakes to attract more
b i
business
d
development?
l
?
• Tax incentives
• Proactive marketing
– Media blitz
– More billboards
• Redevelopment of existing property
– Generous rezoning
– Reconstruct areas to make them more aesthetically pleasing for the community
How would outsiders (residents of other communities in South Florida) describe
Lauderdale Lakes?
• Small
• Diverse
• Affordable
• Poor
• Suburban
– In need of characteristics that distinguish it from other suburban communities
Community
Community Leader Perceptions
DEFINING THE COMPETITION
Whatt iis the
Wh
th first
fi t adjective
dj ti th
thatt comes to
t mind
i d when
h describing
d
ibi the
th following
f ll i
communities?
Plantation
• Big
• Wealthy
• Vibrant
Fort Lauderdale
• Busy
B
• Big
• Beautiful
Lauderhill
• Progressive
• Growing
Sunrise
• Active
• Growing
Tamarac
• Elderly
• Beautiful
Oakland Park
• Congested
• Developing
Community
C
Community
it Leader
L d P
Perceptions
ti
DEFINING THE COMPETITION
Wh t sets
What
t L
Lauderdale
d d l L
Lakes
k apartt ffrom its
it competition?
titi ?
•
•
•
More culturally diverse
Smaller
o More
M
subdued
bd d
Vision for the future
o Great opportunity for development
What unites Lauderdale Lakes?
•
•
•
A common heritage
Integrity
g y of the government
g
People in the neighborhood
o Support activities in the city
Community
C
Community
i Leader
L d P
Perceptions
i
CHALLENGES & OPPORTUNITIES
What are the biggest challenges currently facing Lauderdale Lakes?
• Crime
• Poor schools
• Lack of major
j retail businesses
– Highlights need to attract new business
• Low GDP
What are the biggest
gg
opportunities
pp
for g
growth in Lauderdale Lakes?
• Residential development: More middle-class housing
• Commercial development: Available spaces for mixed-use development
– Shopping malls and restaurants
• Development of better schools
Describe Lauderdale Lakes in 10 years:
• Redeveloped with better aesthetics: A city people would move back to
• Improved residential areas: Better diversity of housing options
• Younger and more diverse
Community
Community Leader Perceptions
OTHER FACETS OF THE COMMUNITY
Comment on diversity in Lauderdale Lakes. How important is diversity to the city?
• Most view it as an asset that defines the community
– Brings talent and ideas that cohesively mold the city
– Important to the continued growth of the area
• A few concerned it has become the controlling interest in the city
Where is the one place in Lauderdale Lakes that you would take a visitor so they would
always remember their visit?
• City Hall
• The city parks
• Bella Vista
• New city library
You have been instructed to take ONE picture of something in Lauderdale Lakes that best
represents the
h community.
i What
Wh do
d you take
k the
h picture
i
of,
f and
d why?
h ?
• Linear Park
• City library
– Represents
p
pprogress
g
• Bella Vista development
• Picture of the Mayor and City Council
Community
C
Community
it Leader
L d P
Perceptions
ti
PERSONIFICATION OF LAUDERDALE LAKES
What consumer product brand does Lauderdale Lakes most resemble?
Why?
• Timex Watches : “Not too flashy but they work and they do not cost as much as
other
th watches”
t h ”
• Chevrolet : “A good product at a fair price.”
• Walmart : “It has the same items to offer as any other brand yet is less expensive.”
Community
Community Leader Perceptions
PERSONIFICATION OF LAUDERDALE LAKES
If Lauderdale Lakes were a famous p
person, who would it be? Why?
y
• President Obama : He was underestimated, determined, tenacious and ultimately successful. He
did it and so can Lauderdale Lakes. If we truly want to.”
• Robert Downy Jr. : “For a long time he was in the dumps and didn’t care for himself; more
recently he has come back alive and is doing very well for himself and his career.
career ”
• Rosa Parks : “Because Rosa Parks looked like a shy and unassuming person but when the time
came she put aside her fear and shyness and stepped up to the plate to do what needed to be
done in the name of humanity.”
• Whoopi Goldberg : “Free spirited and has the ability to see disappointments as opportunities.”
Community
Understanding Resident
Promotion of the Brand
Community Brand Barometer
On a scale of 1 to 10 with 1 being "not at all likely" and 10 being
"extremely likely", would you recommend… [living in, conducting
business in,
in visiting]
visiting]… Lauderdale Lakes to a friend or colleague?
Community
B dB
Brand
Barometer
t
On a scale of 1 to 10 with 1 being "not at all likely" and 10
being "extremely
extremely likely
likely", would you recommend living in
Lauderdale Lakes to a friend or colleague?
Living in Lauderdale Lakes
1
2
3
4
5
6
7
8
9
10
4.67%
4.67%
5.61%
3.74%
6.54%
6.54%
5.61%
12.15%
14.95%
35.51%
31.77% Detractors
17.76% Passives
50.46% Promoters
Community
Brand Barometer
On a scale of 1 to 10 with 1 being "not at all likely" and 10 being "extremely likely",
would you recommend living in Lauderdale Lakes to a friend or colleague?
Living in Lauderdale Lakes
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
1
Observations:
•
•
•
2
3
Detractors
4
5
6
7
8
9
10
Promoters
50.46% of residents are Promoters of living in Lauderdale Lakes. 35% gave living in Lauderdale Lakes a
score of perfect “10”
Detractors make up 31
31.8%
8% of your residents
With only 17% of residents being brand Passives, it is clear that residents tend to be polarized in terms
promoting or detracting from the city’s reputation
Community
Brand Barometer
On a scale of 1 to 10 with 1 being "not at all likely" and 10 being "extremely likely",
would you recommend visiting Lauderdale Lakes to a friend or colleague?
Visiting Lauderdale Lakes
1
6.67%
2
0.00%
3
6 67%
6.67%
4
5.56%
5
7.78%
6
6.67%
7
5.56%
8
16.67%
9
15.56%
10
28.89%
Visiting Lauderdale Lakes
45.00%
40.00%
35.00%
30.00%
25.00%
33.35% Detractors
20.00%
15.00%
22.23% Passives
10.00%
5.00%
44.45% Promoters
0.00%
1
2
3
4
5
6
7
8
9
Observations:
•
•
Promoters (44.45%) make up the majority of respondents when considering recommending
Lauderdale Lakes as a place to visit.
A score of perfect “10”
10 was the highest individual numbered response with 28
28.89%.
89% However
However, the
second largest majority gave visiting Lauderdale Lakes a score of “8.” These individuals represent
significant opportunity for positive conversion into brand Promoters.
10
Community
Brand Barometer
On a scale of 1 to 10 with 1 being "not at all likely" and 10 being "extremely likely",
would you recommend conducting business in Lauderdale Lakes to a friend or colleague?
Conducting Business in Lauderdale
Lakes
1
2
3
4
5
6
7
8
9
10
10.23%
3 41%
3.41%
3.41%
3.41%
12.50%
6.82%
9 10%
9.10%
11.36%
6.82%
32.95%
Conducting Business in Lauderdale Lakes
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
39.78% Detractors
15.00%
10.00%
20.46% Passives
5.00%
0.00%
39.77% Promoters
1
2
3
4
5
6
7
8
9
10
Observations:
•
•
•
Lauderdale Lakes has an equal number of Promoters and Detractors when recommending the city as
a pplace to conduct business.
32.95% gave conducting business in Lauderdale Lakes a perfect “10”
Passives make up the smallest majority of respondents with 20.46%
Community
Brand Barometer
Lauderdale Lakes has more Promoters, but also more Detractors
th th
than
the national
ti l average when
h recommending
di
the city as a place to live
As a place to live...
As a place to live...
60.0%
50.5%
46.2%
50.0%
40.0%
30.0%
31.8%
22.0%
31.8%
National Lauderdale Lakes
17 8%
17.8%
20 0%
20.0%
10.0%
0.0%
Detractors
Passives
Promoters
Community
Brand Barometer
Lauderdale Lakes falls below the national average of Promoters and above
the detractor average when considering it as a place to visit
As a place to visit...
As a place to visit...
70.0%
60.0%
49.8%
44.5%
50 0%
50.0%
40.0%
30.0%
33.4%
24.6%
National 25.6% 22.2%
Lauderdale Lakes
20.0%
10.0%
0.0%
Detractors
Passives
Promoters
Community
Brand Barometer
Lauderdale Lakes scores significantly higher than the national average
when
h recommending
di the
h city
i as a place
l
to conduct
d business
b i
As a place to conduct business...
p
70.0%
60.0%
50 0%
50.0%
40.0%
45.8%
%
39.8%
39.8%
29.8%
National 30.0%
20 5%
20.5%
20.0%
24.4%
10.0%
0.0%
Detractors
Passives
Promoters
Lauderdale Lakes
Community
B d Barometer
Brand
B
t
Brand Advocacy Score = % Promoters – % Detractors
g in both recommendingg the
Lauderdale Lakes scores below the national average
city as a place to live and visit, but scores significantly higher than average as a
place to conduct business
Brand Advocacy
y Comparison
p
National Score
30.00%
25.20%
24.20%
20.00%
Lauderdale Lakes Score
18.69%
10.00%
11.10%
0.00%
Living
Visiting
‐0.01%
Conducting Business
‐10.00%
‐20.00%
‐21.40%
‐30.00%
Community
Understanding Resident Perceptions
Online Community Survey
Community
Resident Demographics
Which of the following includes your age?
Answer Options
Under 18
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 - 74
75 or over
Response
Percent
e ce t
16.2%
2.9%
10.5%
11.40%
16.2%
20.0%
13.3%
9.5%
16% of respondents are
under the age of 18
Which of the following includes your ethnicity?
Answer Options
African
Af
i
American
A
i
Black (of Caribbean origin)
White (not of Hispanic origin)
Other (please specify)
A i or Pacific
Asian
P ifi Islander
Il d
Hispanic
American Indian or Alaskan Native
Response
Percent
44 8%
44.8%
37.1%
14.3%
2.90%
1 9%
1.9%
1.9%
0.0%
82% of respondents are
African American or
Black of Caribbean
origin
g
Community
Resident Perceptions
Seen primarily as caring, diverse, and Caribbean
If you had to pick one word to describe Lauderdale
Lakes it would be…
Lakes,
be
1.8%
3.6% 3.6% 3.6%
25.0%
12.5%
18.8%
13.4%
17.9%
Caring
Diverse
Caribbean
Promising
Accessible
Divisive
Struggling
Other (please specify)
Small
Community
Resident Perceptions
“Central location” and “parks and recreation” are seen as your greatest assets
Lauderdale Lakes' g
greatest asset is…
8.8%
Central location in Broward County
near I-95 and the Florida Turnpike
Parks and recreation
1.8%
9.7%
37.2%
25.7%
16.8%
Diversity
Affordable housing
Friendly people and close-knit
community
Other (please
( lease sspecify)
ecif )
Community
Resident Perceptions
Most visitors are attracted by family and friends
Most visitors to Lauderdale Lakes are attracted by…
Family and friends
Parks and Recreation (including
sports leagues)
7.4%
3.5%
32 4%
32.4%
10.2%
15.7%
11.1%
Community events like Black
History Parade or Holiday Tree
Lighting
Friendly, welcoming attitude of
community
Ethnic restaurants
14.8%
Unifest Celebration
Other (please specify)
Community
Resident Perceptions
Businesses are attracted by the central location in Broward County
Most businesses in Lauderdale Lakes are
attracted by…
10.2%
Central location in Broward
County
3.5%
40.7%
11.1%
14.8%
17.6%
Available customers (120,000+
people
p
p movingg through
g area
daily)
Low cost of doing business
Affordable workforce
Cityy services and communityy
support
Other (please specify)
Community
Resident Perceptions
Residents most value the central location and parks and recreation
What do Lauderdale Lakes residents value and
appreciate most about their community?
9.2%
4.6%
Central location in Broward County
23.9%
11 9%
11.9%
Parks and recreation
Affordable housing
18.3%
15.6%
Diversity
Close-knit, friendly community
16.5%
Integrity in government
Other (please specify)
Community
Resident Perceptions
Outsiders view Lauderdale Lakes as a Caribbean community
Lauderdale Lakes' reputation to outsiders is best
described as…
8.2%
Small and friendly
28 2%
28.2%
9.1%
14.5%
Caribbean
3.6% 1.8% 0.9%
Di
Diverse
Affordable
16.4%
17.3%
Suburban and average
High Crime
Poor
Other (please specify)
Depressed
Community
Resident Perceptions
Unemployment and attracting retail/dining are seen as greatest challenges
The single greatest challenge currently facing
Lauderdale Lakes is…
Unemployment and weak job base
8.1% 1.8%
0.9%
24 3%
24.3%
11.7%
13.5%
18.9%
20.7%
Attracting major retail and national
sit-down restaurants
Perception as poor and unsafe
Struggling schools
Cleanliness and code enforcement
(rental properties)
Distinction amongg neighboring
g
g
communities
Other (please specify)
Traffic
Community
Resident Perceptions
Improving schools is seen as greatest opportunity
The single greatest opportunity for growth in
L d d l Lakes
Lauderdale
L k is…
i
Improving schools
7.3%
6.4%
3.6%
Better marketing for the community
27 3%
27.3%
11.8%
16.4%
11.8%
15.5%
Mi d
Mixed-use
d l
development
Development of State Route 7 and
Oakland Park Boulevard
Community beautification efforts
Residential development (more middle
class housing)
Destination retail and restaurants
Other (please specify)
Community
Resident Perceptions
Tax incentives for business are seen to have the most economic impact
In your opinion, which of the following additions to
L d d l L
Lauderdale
Lakes
k would
ld have
h
the
th mostt economic
i
impact?
6.8%
11.7%
4.9%
Tax incentives for businesses
29 1%
29.1%
19.4%
12.6%
15.5%
Redevelopment projects and facade
programs (SR 7 and Oakland Park)
More retail and larger chain
restaurants
Residential developments like Bella
Vista
Pedestrian friendly entertainment
core
Other (please specify)
Community
Resident Perceptions
Resident believe varied cultures bring unique ideas and flavors
to the community
What best describes the impact/influence of
L d d l Lakes'
Lauderdale
L k ' diversity
di
it in
i the
th community?
it ?
8.4%
11.2%
1.9%
Varied cultures bring unique ideas
and flavors to the community
29 0%
29.0%
12.1%
22.4%
15.0%
Being mutli-cultural presents
Lauderdale Lakes as a welcoming
community to residents and visitors
While the community is
diverse, influence is concentrated
with only a few
The diverse cultures are not
integrated well
Community
Resident Perceptions
Lauderdale Lakes best delivers in location and recreation opportunities
O a scale
On
l off 1 tto 10 with
ith 1 being
b i "poor
"
delivery"
d li
" and
d 10 being
b i "excellent
"
ll t
delivery," how well does Lauderdale Lakes deliver the following attributes?
Good location
8.04
Recreation opportunities
7.51
Overall quality of life
7.07
Welcoming community
6.94
Natural beauty
6.75
Affordable cost of living
6.72
Great place to raise a …
6.64
Business-friendly culture
6.41
Distinct identity
6.23
Great place for young …
6.23
Skill d workforce
Skilled
kf
5 98
5.98
Good K-12 education …
5.92
Vibrant downtown
5.28
Employment opportunities
5.27
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
10.00
Community
Resident Perceptions
OPEN-ENDED QUESTIONS
What in Lauderdale Lakes are you most proud of?
• Parks and recreation, the community, the people, diversity and the government
What does Lauderdale Lakes look like in 10 years?
• Residents believe it will look better, more like a city, more diverse and beautiful
In your opinion, what is the best way for Lauderdale Lakes to better
promote the community?
• Local media and community initiatives
Community
Consumer
Competition
How have we learned about
Lauderdale Lakes Consumers?
• In-Market Trip
Consumer
– Intercept Interviews
– Stakeholder Interviews
– Focus Group
• Consumer Awareness & Perception
(CAP) Study
• Perception Studies
Consumer
Understanding Lauderdale Lakes
Consumers
Community Tapestry Profiling
Consumer
Community Tapestry
“Who” Report
Profile of Broward County
(excluding Lauderdale Lakes)
Consumer
LifeMode Breakout
As with the Lauderdale Lakes resident profile, Senior Styles is the most represented
LifeMode. However, Broward County also has High Society and Upscale Avenues in
their
h i top three,
h
which
hi h are the
h wealthiest
l hi andd most educated
d
d LifeModes
Lif M d
Tapestry LifeModes | Lauderdale Lakes vs. Broward County Residents
L01 Hi h S i t
L01. High Society L02. Upscale Avenues L03. Metropolis L04. Solo Acts L05 S i St l
L05. Senior Styles L06. Scholars & Patriots L07. High Hopes L08. Global Roots L09 Famil Portrait
L09. Family Portrait L10. Traditional Living L11. Factories & Farms L12. American Quilt 0.0%
5.0%
10.0%
Lauderdale Lakes Residents
15.0%
20.0%
25.0%
Broward County Residents
30.0%
35.0%
Consumer
Tapestry Segments
Lauderdale Lakes and Broward County share few Segments in common with
Broward County skewing to the left, more affluent side of the chart
Tapestry Segments | Lauderdale Lakes vs. Broward County Residents
30.0%
25.0%
20.0%
Top Segments: Descriptions to follow
1. 30 Retirement Communities (11.6%)
2. 04 Boomburbs (8.6%)
3. 43 The Elders (6.6%)
4. 36 Old and Newcomers (6.1%)
15.0%
10.0%
5.0%
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
0.0%
Lauderdale Lakes Residents
Broward County Residents
Consumer
Segment Spotlight
30 Retirement Communities (11.6%)
• Single-person households and married-couple families with no children.
• Median age is 50.3
50 3 years and median HHI is $44,400.
$44 400
• They spend their time playing golf, horseback riding, gambling in Atlantic City or
playing a musical instrument.
• They love to spend time with their grandchildren and spoil them.
• Good health is a priority for the Retirement Communities population so they
see their internists regularly, use Weight Watchers, use a stationary bike and
take dietary supplements.
04 Boomburbs
B
b b (8.6%)
(8 6%)
• Newest additions to the suburbs; younger families with a busy upscale lifestyle.
• Many work outside their resident county; 36% cross county lines to work
((compared
p
to 24% ppercent for the U.S.))
• Median age is < 34 and median HHI is $120,000++
• Little ethnic diversity; population is predominantly white
• Product preferences reflect suburban lifestyle
• Boomburbs drive SUV’s and are active; favor golf, tennis and swimming.
• Buy food at upscale grocery stores like Harris Teeter. Technically savvy
Consumer
Segment Spotlight
43 The Elders (6.6%)
• Mainly retirees. Median age of 73 and median HHI of $37,000.
• Favor communities designed for senior living.
• Enjoy golfing and eating out.
out Pay attention to their diets and require
prescription drugs for health conditions.
• With the freedom of retirement, many enjoy traveling.
• Watch television, especially cables news programs such as CNN and Fox News.
Read the newspaper regularly,
regularly but not magazines.
magazines Make long
long-distance
distance telephone
calls to friends and families.
36 Old and Newcomers (6.1%)
• Spread throughout metropolitan areas of the United States, neighborhoods of
Old and Newcomers sustain a lot of transition. More than half of the residents
moved in the last five years
• Populated by renters who are starting their careers or retiring.
• Householders are either in their twenties or over 75, the median age is 36
years. The median HHI is $40,400.
• Purchasing preferences reflects their unencumbered lifestyles.
• Compact cars are popular to fit the needs of the nonfamily households.
• They love reading books and have the highest readership of any segment.
• They play racquetball and golf, as well as jogging or walking. Age is not always
obvious from their choices.
Consumer
Top Tapestry Segments
The Segments highlighted in green are commuter Segments
Top
p Broward County
y Segments
g
1 30 Retirement Communities
% of Population
p
11.60%
2 4 Boomburbs
8.60%
3 43 Elders
6 60%
6.60%
4 36 Old and Newcomers
6.10%
5 28 Aspiring Young Families
5.30%
6 24 Main Street USA
5.10%
7 13 In Style
4.40%
8 16 Enterprising Professionals
4.20%
9 52 Inner City Tenants
4.00%
10 38 Industrious Urban Fringe
3.80%
11 6 Sophisticated Squires
3 70%
3.70%
Total
63.40%
Consumer
Top Tapestry Segments
Top Tapestry Segments | Lauderdale Lakes Residents
7%
6%
65. Social Security Set
4% 3% 3%
60. City Dimensions
25%
34. Family Foundations
51. Metro City Edge
8%
45. City Strivers
20%
9%
58. NeWest Residents
57. Simple Living
15%
28. Aspiring Young Families
18. Cozy and Comfortable
19. Milk and Cookies
OTHER
Top Tapestry Segments | Broward County Residents
30. Retirement Communities
04. Boomburbs
12%
OTHER
40.3%
43 The
43.
Th Elders
Eld
9%
7%
6%
4%
4%
4%
4%
5%
5%
36. Old and Newcomers
28. Aspiring Young Families
24. Main Street, USA
13. In Style
16. Enterprising Professionals
52. Inner City Tenants
38. Industrious Urban Fringe
OTHER
Lauderdale Lakes
Lakes’ low
diversity across Segments is
especially evident when
comparing
p i th
the ppercentage
t
of the “other” categories
with the Broward County
profile.
fil 100% off LLauderdale
d d l
Lakes’ residents fit neatly
into 10 Segments. Broward
C
County
has
h 40.3%
40 3% falling
f ll in
the “other” category outside
the top 10 Segments.
Consumer
Understanding Consumers’ Lifestyle
Communityy Tapestry
p
y
“What” Report
Consumer
Consumer’s Lifestyle
Once segments have been identified,
identified we can draw
conclusions about consumer habits and lifestyle preferences.
Lifestyle/Media
Lif
l /M di G
Groups:
Apparel, Appliances, Attitudes, Automobiles,
Auto/Aftermarket, Baby Products, Alcohol, Books,
C
Cameras,
C
Civic Activities,
A
C
Convenience Stores,
S
Electronics, Financials, Furniture, Garden/Lawn,
Grocery, Health, Home Improvement, Insurance,
Internet Leisure
Internet,
Leisure, Yellow Pages
Pages, Watch
Watch, Read,
Read
Listen, Personal Core, Pets, Restaurant, Shopping,
Smoking, Sports, Telephone, Tools, Toys/Games,
Travel Video/DVDs,
Travel,
Video/DVDs Miscellaneous.
Miscellaneous
Consumer’s Lifestyle
Consumer
Data includes national chains that may not be present in your region but
represent the type of consumer behavior likely.
Higher than average income dictates many consumer preferences:
•
•
•
•
•
•
•
Leisure & Travel – Residents often visit Disney World and Universal
Studios Florida. Fairly likely to take 3+ domestic flights per year
Lifestyle – Slightly more likely to play golf and tennis. Shop at Harris
Teeter, Giant and Publix
Auto – Likely to have an SUV and rent cars for personal use
Finances – Likely to own high valued stock, 401k retirement savings
and own a money market account
Computers and Electronics – Likely to use internet daily, track
investments and make travel purchases online.
Dining – Often choose Don Pablo’s, Fuddruckers, Red Robin, and Jack
in the Box.
TV, radio, books – Watch the Golf Channel, listen to Hispanic radio and
read airline magazines.
Consumer
Consumer’s Lifestyle
y
Data includes national chains that may not be present in your region but
represent the type of consumer behavior likely.
Watch
Category
Watched last week: Golf Channel
Watch Syndicated TV (M-F): Inside Edition
HH subscribes to digital cable TV
Watched last week: E!
Read
Index
154
135
127
126
Listen
Category
Radio format listen to: Hispanic
Radio format listen to: classic hits
R di fformatt lilisten
Radio
t tto: sports
t
Radio format listen to: soft adult contemporary
Radio format listen to: all talk
Radio format listen to: news/talk
Index
159
127
126
Grocery
Index
175
136
136
135
133
131
Leisure
Category
Visited Disney World (FL)/12 mo: Magic Kingdom
Visited Universal Studios (FL) in last 12 months
Visited Disney World (FL)/12 mo: MGM Studios
Visited Disney World (FL)/12 mo: Epcot Center
Attended movies in last 90 days: once/week or more
Attended horse races in last 12 months
Category
Read airline magazines
Read computer magazines
Read business/finance magazines
Category
Shopped at grocery store/6 mo: Harris Teeter
Shopped at grocery store/6 mo: Giant
Sh
Shopped
d att grocery store/6
t /6 mo: P
Publix
bli
Used whole coffee beans last 6 mo: Starbucks
Shopped at grocery store/6 mo: Piggly Wiggly
Shopped at grocery store/6 mo: IGA
Index
187
161
152
152
73
70
Restaurant
Index
146
143
140
137
134
132
Category
Fam rest/steak hse last 6 mo: Don Pablo`s
Fast food/drive-in last 6 mo: Fuddruckers
Fam rest/steak hse last 6 mo: Red Robin
Fast food/drive-in
food/drive in last 6 mo: Jack in the Box
Fast food/drive-in last 6 mo: Chick-fil-A
Fam rest/steak hse last 6 mo: Ryan`s
Index
148
146
146
145
145
69
Consumer
U d t di Outside
Understanding
O t id Perceptions
P
ti
CONSUMER AWARENESS & PERCEPTION STUDY
Conducted in Broward County (excluding Lauderdale Lakes)
Consumer
CAP Study
DEMOGRAPHICS
Which of the following includes your age?
Answer Options
18-24
25-34
35 44
35-44
45-54
55-64
65-74
75 or over
Response
Percent
1.1%
21.9%
25 1%
25.1%
22.5%
23.0%
5.9%
0.5%
Which of the following best describes your
race?
Response
Answer Options
Percent
Caucasian
66.1%
African American
12.4%
Hispanic
12.4%
Black of Caribbean or Latin
3.8%
descent
Other (please specify)
3.2%
Asian or Pacific Islander
2.2%
Which of the following levels matches
your total household income?
Response
Answer Options
Percent
$24,999 or less
5.7%
$25 000 - $34,999
$25,000
$34 999
3 4%
3.4%
$35,000 - $49,999
14.3%
$50,000 - $74,999
26.3%
$75,000 - $99,999
22.3%
$100,000 +
28.0%
Gender
Answer Options
Female
Male
Response
Percent
66.0%
34.0%
Consumer
CAP Study
TOP OF MIND PERCEPTIONS
What adjective
j
best describes Lauderdale Lakes?
• Small (29.8%), diverse (21.7%), Caribbean (16.2%)
What comes to mind when you think of the following locations?
• Lauderdale Lakes: Nothing/don’t know (30.1%), small town, suburb, bad
area
• Ft.
F LLauderdale:
d d l B
Beaches,
h sunshine,
hi restaurants, tourists,
i
nightlife
i h lif
• Coral Springs: Affluent, shopping, families
• Plantation: Broward Mall, shopping, nice neighborhoods, family and
friends
• Margate: Nothing, senior citizens, many homes
• Lauderhill: Nothing,
g bad neighborhoods,
g
ghetto
g
• Sunrise: Sawgrass Mills Mall, shopping, retirement community
Consumer
CAP Study
VISITATION TRENDS
Visitor
Vi
it Frequency:
F
• 67% of the respondents had visited Lauderdale Lakes in the past three years. Of
those, over 43% have visited 5 or more times in that three year time span.
Primary Trip Purpose:
• 38.2% stopped over on the way to
somewhere else as their primary
purpose of trip
“Other
Other Responses
Responses” – Passing through,
through
shopping
Primary Purpose of Trip
Stop over on the way to somewhere else
38.2%
Business
17.6%
Other (please specify)
16.8%
Visit family/friends
16.0%
Parks and recreation or sports league
Parks and recreation or sports league
6 9%
6.9%
Attend a special event
0.0%
4.6%
10.0% 20.0% 30.0% 40.0% 50.0%
Consumer
CAP Study
ATTRIBUTE RATINGS
Using a scale of 1 to 10 with one indicating Using
a scale of 1 to 10 with one indicating “poor”
poor and 10 indicating and 10 indicating
“excellent” how would you rate the following regarding Lauderdale Lakes, Florida?
Parks and recreation
4.60
Restaurant offerings
4.48
Convenience of retail
4.37
Overall value
4.29
Appearance of the city
4.26
Place of interesting flavors
4.24
Shopping options
4.18
Special events
4.17
Social gathering spots
3.93
Arts and cultural offerings
3.88
1
2
3
4
5
6
7
8
9
10
Consumer
CAP Study
MOST DISTINGUISHABLE ASSET
Using a scale of 1 to 10 with one indicating “least distinguishable characteristic” and 10 indicating “most distinguishable characteristic” how would you rate the following characteristics in Lauderdale Lakes? Intersection of State Road 7 and Oakland Park Blvd.
6.21
A diverse community
5.42
Caribbean culture
5.18
Friendly, family‐oriented community
4.41
Central location in South Florida
4.36
Strong business district
4.26
A town with great sports, parks and recreation
4.25
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
10.00
Consumer
CAP Study
22.4% travel on State Road 7 or Oakland Park Boulevard through Lauderdale Lakes
on a regular basis
– 39.2%
39 2% said they were commuting
When you travel to or through Lauderdale Lakes, do you stop at retail
establishments and/or restaurants?
– Do not stop in Lauderdale Lakes: 65.8%
– Both restaurants and retail: 14.2%
– Retail establishments only: 11.1%
– Restaurants only: 8.9%
In each of the following categories, what types of businesses would cause you to stop
in Lauderdale Lakes?
– Restaurant/bar: Fast food (9.5%), ethnic restaurants (Caribbean and others) (8.3%)
– Grocery/specialty Food Store: Publix (24.4%),
(24 4%) Jamaican grocery store (7
(7.3%),
3%)
Winn Dixie (7.3%), Walmart (7.3%)
– Retail outlet: Walmart (20.3%), a mall (5.1%), Target (6.33%)
– Service type business: Gas station (20.3%), doctor’s office (4.8%)
– Convenience business (not quick marts): None (23.6%), gas station (12.5%),
Walmart (4.2%)
Consumer
CAP Study
Do you associate Lauderdale Lakes with…?
(
)
• Caribbean culture: Yes (43.8%)
• Music and art: Yes (10.5%)
• Sports: Yes (12.7%)
Other facets of the community
• Only 8.3% had attended a youth or adult league sports event in Lauderdale Lakes.
• Only 3.1% of respondents have attended UniFest in the past
– Respondents said it was memorable. One person said he did not feel
welcomed as someone of non-Caribbean descent
• 20.4% Have heard of Black Historyy Month events in Lauderdale Lakes
– 12.5% have attended one of those Black History Month events
• 33% (the largest majority) of respondents ranked Lauderdale Lakes as the second
g
city.
y 50% of respondents
p
felt that Lauderhill was most dangerous.
g
most dangerous
(Lauderhill, Lauderdale Lakes, Ft. Lauderdale, Sunrise, Margate,
Plantation, Coral Springs)
Consumer
CAP Study
Only 7% stated that they are aware of improvements being done to
the city
•
Some of the improvements acknowledged include:
– Building a new library along Oakland Park Blvd.
– “Oakland Park Blvd being repaved and adding new islands, irrigation and
plantings”
– Streets were widened and repaved and hurricane street lights were installed
– New parks
– Sports park
•
Suggested improvements include:
– “Refurbish and attract higher profile, well-known vendors to shopping areas;
beautify higher-traffic areas; schedule events encouraging more diversity”
– Clean up the city
– Crime reduction
Consumer
CAP Study
Is Lauderdale Lakes, Florida a place you would consider living?
– 94.6% said it is not a place they would consider living
• Negatives
– Crime rate is high there
– do not see it as a family-friendly area where I would want to raise my
family
– I live in a better city
– Lack of amenities and safety. Also it is not aesthetically pleasing to the
eye
• Positives
– I would consider living at Lauderdale Lakes because of the cultural
di
diversity
it
In your opinion, what is missing from Lauderdale Lakes?
– Cleanliness
– Many
M
know
k
very little
li l about
b
it
i and
d said
id more advertising
d
i i would
ld help
h l
– Newer development- retail, housing
Consumer
Understanding Stakeholder and
Economic Development Perceptions
PERCEPTION STUDY
Business and Community Leaders in Lauderdale Lakes
State and Regional
g
Economic Development
p
& Communityy Development
p
Officers
Consumer
Perception Study
LAUDERDALE LAKES STAKEHOLDERS AND STATE/REGIONAL PROFESSIONALS
Stakeholders
Caribbean
Transitioning
Mom and pop shops
Retirees/snowbirds
Progressive
State/Regional Professionals
African American
International
Vibrant, emerging, teeming
Committed to improving, collaborative, growth
growth-oriented
oriented
Same as many others, insignificant, underdeveloped
Major intersection, pass through, central location
Downtrodden, congested
Unknown, no reputation
Assets
Community involvement
Redevelopment efforts
Library
Community Center
Parks and recreation
Caring people committed to growth
Entrepreneurial, multi-cultural businesses
Location, State Rd 7 & Oakland Park Blvd, improvements,
Canals, Cricket Stadium
Strong leadership: City Manager, CRA Staff & Board, Mayor, Council
Convergence of opportunity
International reputation (Canada,
(Canada Caribbean,
Caribbean others)
Home to many county leaders, teachers, firemen, educated class
Add to
Lauderdale Lakes
Outreach
Promotion
Larger businesses
Advocacyy from ggovernment
Business friendly practices/community
Sustain and empower more community involvement
Continued visioning and planning
Significant, interesting retail
Concentrate retail densityy and develop
p reasons to stop
p
Increase skills and education of workforce
Create basic industry to own in marketplace
Positive image
Insular behavior
Loiterers
U kill d/idl youth
Unskilled/idle
th
In fighting between groups
Public squabbles between government officials (resolve and 1 voice)
S lfi h/t it i l bbusiness
Selfish/territorial
i
owners
Over-retailed area (concentrate density to free land for development)
Stretch of ugly strip malls
Blight, rundown buildings, vacancies
Unattractive city appearance
Adjectives
Take Away from
Lauderdale Lakes
Consumer
Perception Study
LAUDERDALE LAKES STAKEHOLDERS AND STATE/REGIONAL PROFESSIONALS
Add to State Rd 7
& Oakland Park
Bl d
Blvd
Challenges
Business best
suited
Outsiders
Stakeholders
Effective curbside signage
Attractive./interesting design concepts
Good supermarket
Convenient public transit
Entertainment
State/Regional Professionals
Signage
Destination attraction
Interesting entertainment with programming
Grocery, shopping and dining not mirrored in neighboring cities
Public transit hub
Commercial Vacancies
Funding, tax pressures
Little local support for businesses
Negative perceptions: crime, unsafe, uneducated, nothing to offer
Perception as unsafe area
Hometown democracy initiative 2010 referendum
Lauderdale Lakes and Greater Caribbean Chamber are not
Leadership often copying others, needs to take risk & do the unique
aligned and complementary
UniFest not known outside Caribbean community, not unique
Some businesses don’t identify themselves as Lauderdale Lakes
Confusion with Lauderhill
but as Fort Lauderdale instead
Location not on major expressway, no proximity to industry clusters
Available land for development
Crime
Too much land devoted to CRA, should divest some to get more
money moving in community
community, release chokehold
Shipping/distribution
Medical/healthcare
Warehousing
Entertainment production
High tech and data
Retail
Warehouse/distribution
Need to create a There for ppeople
p to go
g to
Nothing in particular
Not a desirable place to live
Low income
Rundown
Poorly maintained shopping plazas
Loiterers
Unsafe
Not easy to do business
Most unaware of where Lauderdale Lakes is
Minority community
Low income
Lots of potential
Nice, well run black city
Unaware
Consumer
Perception Study
LAUDERDALE LAKES STAKEHOLDERS AND STATE/REGIONAL PROFESSIONALS
Mi i
Missing
Stakeholders
Upwardly mobile attitude
Good supermarket
Ability to embrace potential
E
Extensive
i youth
h programming
i
Community support
State/Regional Professionals
Funding, PR problem that communities don’t spend $$ wisely
No reason to go or stop
Envisioned identity that is unique
T
Town
center, regional
i l attraction,
i
d
destination
i i retailil
East/West public transport in Broward County
Available land for development
Commercial and residential investment and development
Publicity of affordable community
Multi-ethnic
Multi
ethnic shopping mecca
State Rd 7 & Oakland Park Blvd development (not a mall experience)
Focus on unique interests and multi-cultural density
Concentration of international interests: dining,
dining shopping,
shopping fun,
fun
destination grocery (like Publix Sabor concept), entertainment
Incorporate lakes in redevelopment
Create a more dense urban center
South Florida mass transit plans
Draw traffic with stronger job base
Small business diversity (focus on international arena)
Foreign Trade Zone, import/export training
Import/export entrepreneurs reaching international markets
Entertainment production, soundstages, digital animation studios
St Rd 7 tourist enjoyment between Hollywood and Coconut Creek
Caribbean segment networks together
Caribbean population and African Americans don
don’tt always
collaborate
Lack of trust between two groups
No association with Caribbean
Great asset,
asset should capitalize on it more
Caribbean Fest is in Lauderhill
Cross-section of cultures
Caribbean,, Afro-American,, JJamaican,, Indian,, Chinese,, Thai,,
Vietnamese, Arabian, Trinidadian
Significant immigrant community
Affordable sports for youth
Uniqueness
Central location
Successful African American city
Diversity within black community
Nothing (same as so many others)
Opportunities
Caribbean Culture
Only Lauderdale
Lakes Offers
Consumer
Perception
p
Studyy
LAUDERDALE LAKES STAKEHOLDERS AND STATE/REGIONAL PROFESSIONALS
“Lauderhill gets our positive headlines and we get their negative ones.”
“Broward cities all run together and are all referred to as Fort Lauderdale.
They blend; you never know when you’ve left one and entered another.”
“Crime is exaggerated. We don’t see many gun or knife injuries in our ER.”
“African American and the Caribbean population want the same things but
can’t
’ seem to workk together.”
h ”
“State Road 7 is looking fabulous!”
“Great traffic. Don’t have to create the traffic. Just have to develop and
publicize reasons to stop.”
“Our sports programs are popular regardless of race or nationality. White
kids from Davie and minorities from West Palm.”
Consumer
Perception
p
Studyy
LAUDERDALE LAKES STAKEHOLDERS AND STATE/REGIONAL PROFESSIONALS
“Showing
Showing me a shopping center and telling me I can do what I want with it tells
me Lauderdale Lakes is desperate.”
“Lauderdale Lakes needs to make a statement with its main intersection. The
look is more important than the use.”
“The city made a decision to be like somewhere else rather than being
themselves.”
“Find your schtick. And promote the hell out of it.”
“Ethnic-centric activity is a great opportunity. Cheaper than going to the
islands.”
“Outside perception is one of little security. Lock your doors.”
Consumer
Perception
p
Studyy
LAUDERDALE LAKES STAKEHOLDERS AND STATE/REGIONAL PROFESSIONALS
“State Road 7 is like the I-95 of Broward County but you can pull on and off
easily.”
“Delray Beach should be a model for Lauderdale Lakes. All efforts and entities
work together. One voice. One team.”
“Too many of the cities in redevelopment used the same or similar consultants;
all the plans look the same and so will the cities. Lauderdale Lakes needs to
focus on the unique and different
different. Corridor communities have to distinguish
themselves. Find a way to make those cutesy Mediterranean buildings unique.”
“Lauderdale
Lauderdale Lakes amazingly has no real ghetto.
ghetto ”
“City leadership needs to get out of the weeds and focus on the big picture.”
“There’s nothing wrong with being the bedroom. Lauderdale Lakes can enjoy
good tax base and promote quality of life and affordable housing.”
Community
Consumer
Competition
How do we know about
Lauderdale Lakes’
Lakes Competition?
• In-Market Trip
Competition
– Intercept Interviews
– Stakeholder Interviews
– Focus Group
• CAP Study
• Research & Materials Audit
• Perception Study
Competition
Understanding How
Your Competition Communicates
Competitive Analysis
Competition
Id tifi d C
Identified
Competitors
tit
FROM SITUATION ANALYSIS & RESEARCH
Identified competitors:
• Ft. Lauderdale
• Coral Springs
• Plantation
• Lauderhill
• Sunrise
• Weston
• Miramar
Mi
• Margate
Competition
Identified Competitors
Ft. Lauderdale, “Venice of America”
Distance: 8 Miles Southeast
•
The largest of Broward County's 30 municipalities and the seventh largest city
in Florida
•
Home to Broward Community College, Florida Atlantic University, Florida
International University, the award-winning Broward County Main Library,
federal, county and school district offices
Tourism
•
O off Florida’s
One
’ premier tourist destinations
•
10.35 million visitors annually
•
Awarded “Best gay resort town”
•
Home to the picturesque Riverwalk and Las Olas Boulevard
Economic Development
•
100 Best Places to Live and Launch by CNN Money
•
One of the top 10 most “fiscally fit” cities in America
•
Hosts a 600,000-square-foot convention center
•
More than 40% of local businesses engaged in or supporting
i
international
i l commerce
•
The Fort Lauderdale metropolitan area foreclosures increased 127.4% from
2006 to 2007
•
Fort Lauderdale ranks fourth in the list of top 10 metropolitan areas ranked by
foreclosure filings per household for the third quarter of 2007
Summary
•
Strengths: Strong tourism industry and growing industry
•
Weaknesses: Hit hard by the subprime lending crisis
Competition
Identified Competitors
p
Coral Springs, “Community of Excellence”
Distance: 12 Miles North
Economic Development
•
The city reached residential build-out in 2003 and is very close to a
commercial build-out
•
27th best city in the United States in which to live by Money Magazine
•
10th safest city in the US by Morgan Quitno
•
Voted 100 best communities for kids by America’s Promise
•
The city has twice received the Florida Sterling Award for excellence in
administration
p g became the first state or local ggovernment in the
•
In 2007,, Coral Springs
nation to receive the Malcolm Baldrige National Quality Award
•
Real estate values in the city are significantly higher than the county as a
whole
•
Fitch, Moody's, and Standard & Poor's rate Coral Springs bonds as AAA.
•
Lowest city tax in Broward County of cities with more than 70,000
people
General
•
Strong social media: The city is on both Facebook and Twitter
Summary
•
Strengths: Family-friend city, Fiscally savvy government,
•
Weaknesses: Few tourism efforts, weak website
Competition
Identified Competitors
p
Plantation, “The grass is greener”
Distance: 5 Miles South
Tourism
•
42 parks and playgrounds, 6 golf courses including the City’s own
Plantation Preserve Golf Course and extensive recreation programs
for children
•
Plantation City Hall was the backdrop for part of the film There's
Something About Mary
•
Broward Mall
Economic Development
•
The Midtown District – Home of more than 50 Fortune 500 companies
including DHL, American Express, and Tradestation. Hosts “LEED”
LEED
Super Class A offices. (US Green Building Council Member)
•
Many schools have received the "Five Star School Award" from the
Florida Department of Education
•
Home to American Intercontinental University and the University of
Phoenix
•
High household income:: Plantation: $53,700/Broward County:
$41,700
Summary
•
S
Strengths:
h Growing
G
industrial
d
l complexes
l
•
Weaknesses: Weak tourism efforts and limited economic
development promotion
Competition
Identified Competitors
p
Lauderhill – No recognizable brand
Distance: 3 Miles North
•
33.65% of Lauderhill's population was born outside of the United
States. 24.63% were born in the Caribbean
•
Lauderhill had the third highest percentage of Jamaican residents in
the United States
•
All-America City Award
Economic Development
•
City facilities include several award winning parks, the Lauderhill
Sports Complex, two community centers, two public swimming
pools, bridge clubs, scrabble clubs, dance nights, dive
dive-in
in pool
evenings
•
The City of Lauderhill has been approved to receive $4,293,288 in
emergency assistance from the Department of Housing and Urban
Development (HUD) through the Community Development Block
Grant ; Lauderhill CRA plans include Carishoca mixed-use
Caribbean development, All Americas Cultural Mall, Gospel Center
•
Strong public transportation system
Summary
Strengths: Focused on city redevelopment
Weaknesses: No identifiable tourism or economic development
Competition
Identified Competitors
p
Sunrise, “Rise and shine with Sunrise” (Not wide-spread)
Distance: 5 Miles West
Tourism and Economic Development:
• Home of Sawgrass Mills Mall:
– 2.7-million-square-foot
2 7-million-square-foot shopping Mecca welcomes
approximately 25 million visitors each year, making it
the state's second-biggest tourist attraction after
Disney World
• Home
H
tto the
th BankAtlantic
B kAtl ti Center,
C t a 20,000+-seat,
20 000+
t $225
million multi-purpose venue. This world-class facility. Hosts
more than 100 major entertainment events annually
• Home of the Florida Panthers NHL Team
Summary
Strengths: Huge mall and BankAtlantic Center
Weaknesses: Does not actively promote its strengths
Competition
Identified Competitors
p
Weston – “Foundation for our Future,” “Planting
seeds for the future” (unclear if either is actually the city’s
tagg line))
Distance: 17 Miles West
Economic Development
•
In 2008, Money Magazine ranked Weston as the 73rd best place to
live in America, making it the best place to live in the state of
Florida
•
In 2006, Money Magazine ranked Weston 20th in America in the
"Biggest Earners" category
g job
j growth
g
in Florida and
•
It was also ranked as the cityy with largest
18th largest in the nation
•
Due to it being a fully planned community, local realtors often state
that "everything is located exactly where it should be”
•
According to the 2008 CNN Money estimate, the median income
for a household in the city is $91,148
•
All public schools in Weston have been given an “A” rating based on
their FCAT scores for 4 years running
Summary
•
Strengths: Many city awards and strong schools
•
Weaknesses: Weak tourism effort, no consistent brand
Competition
Identified Competitors
Miramar, “at the center of everything” not widely used
Distance: 14 Miles South
Tourism
•
Borders the Everglades National Park
Economic Development
•
Miramar had the fifth highest percentage of Jamaican residents in
the US, with 15.4% of the populace
•
Spirit Airlines is headquartered in Miramar
•
100 of “America’s Best Places to Live” by Money Magazine for 2008
•
Strong redevelopment and beautification programs
M
Margate
– No
N recognizable
i bl b
brand
d
Distance: 6 Miles North
Tourism
•
The City is home to 105 acres of parks including the Calypso Cove
Aquatic Facility, a water park opened in 2005 that has received
national and international recognition for excellence in design
Economic Development
•
Margate Community Redevelopment Agency: A Progressive city
b tifi ti and
beautification
d business
b i
recruitment
it
t program
Strengths: Focused on city redevelopment
Weaknesses: No identifiable tourism or economic development
Insights
g
Conclusions based on research
Insights
Insights
“I began to see the marvelous gift and the
great benefit of my experience. I act as a kind
of bridge. I bring together in my person, and
hopefully in my work, many cultures.”
-- Paule Marshall, American writer with roots in Barbados
Insights
Lauderdale Lakes serves as a bridge that
g together
g
manyy of the cultures
brings
of the world.
Insights
"Diversity
Diversity is the magic.
magic
It is the first manifestation, the first beginning
off the
h differentiation
diff
i i off a thing
hi and
d off
simple identity. The greater the diversity,
the
h greater the
h perfection."
f i "
-- Thomas Berry, cultural historian
Insights
Diversity truly is the magic in Lauderdale Lakes.
Lakes
Your community is like a metaphor for many of
the cultures of the world – a microcosm of the
welcoming philosophy that has distinguished the
United States.
Insights
Insights
• Research points to diversity as an asset
– “What we have that other communities don’t
have is a cross-section of cultures: Caribbean,
Afro-American, Jamaican, Indian, Chinese,
T i id di Arabian,
Trinidadian,
A bi IIrish,
i h German,
G
C
Canadian;
di
a significant immigrant community.”
– Perception Interview
Insights
Insights
• Diversity as an asset
– Outsiders who said they would consider moving to
Lauderdale Lakes cited cultural diversity as the reason.
– Ethnic restaurants and groceries are named as top
attractions.
– Residents sayy diversityy is one of the community’s
y topp
assets and the thing they are most proud of.
– Stakeholders point to diversity coupled with vision as
the community’s
community s hope for the future.
future It attracts talent
and leads the city.
Insights
Insights
• Diversity as an asset
– Caribbean culture is a significant part of your diversity.
– Caribbean itself is multi-cultural.
multi cultural
– Caribbean Americans live throughout Broward
County.
Insights
Insights
And when your community offers so much
international flavor, why limit the palate to a
single taste!
Insights
Insights
In fact, Lauderdale Lakes is much like fusion
cooking. You are:
–
–
–
–
–
–
EEclectic
l i
Original
A combination of flavors
A variety of ingredients
Familiar yet nontraditional
Always experimenting, improving.
Insights
Insights
• Eclectic
– International restaurants are a top attraction
– International sports such as cricket, rugby and netball
are found alongg with traditional American team sports
p
– Festivals feature a multicultural musical experience
– Events like Black History Month celebrate cultural
differences
– Religious freedom is celebrated with choice ranging
from Methodists to Muslims
– Multiple languages are spoken throughout the
community
• 60 languages represented in schools (heard during In-Market)
a y bus
businesses
esses are
a e multi-lingual
u t gua including
c u g hospital
osp ta which
w c iss
• Many
hiring docs who speak Spanish and Creole.
Insights
Insights
• Original
– The intersection of so many unique ideas and
flavors has created a one-of-a-kind community
– Unrivaled youth sports leagues with the lowest
fees in the region
– Unique food including Middle Eastern bakery
and Halal grocery
– Original location of Broward Meat and Fish
Fish, a
destination grocery
– One of the leading CRAs in South Florida with
visionary planning.
Insights
Insights
• A combination
bi ti off flavors
fl
– Spicy music, food and personalities
– Sweet,
Sweet friendly and welcoming residents
– Zesty leadership that is willing to fight to make
things better
– Peppery economic development that works
hard to enhance and heat up development
opportunities in the area
– Salty natural greenspaces and fresh waterways
throughout the community providing natural
beauty and enjoyment.
enjoyment
Insights
Insights
• A variety of ingredients
– The meat and substance are your warm,
interesting, hardworking, diverse residents
– The vegetables and greens are the
programs/initiatives in place that improve the
health and welfare of residents including parks
and
d recreation,
ti
schools,
h l city
it lib
library, city
it
government and community events.
– The spice
p that flavors everything
y
g is your
y
diversity
– The sauce that brings it all together is central
location in Broward County
(I/95/Turnpike/SR 7/Oakland Park Blvd).
Insights
Insights
• Familiar,
F ili
yett non-traditional
t diti
l
– For the many residents – including a significant
i
immigrant
i
population
l i – who
h callll Lauderdale
L d d l
Lakes home, there is the comfort and
familiarity of their original culture.
culture The
food, the religion, the music are as close
as the next block.
– But as these many cultures fuse and assimilate
they create a unique dish that offer an entirely
new rendition of the familiar flavors.
Insights
Insights
• Always
y experimenting,
p
g improving
p
g
– In fusion cooking, the possibilities for
combining, improving and changing are endless.
– Current leadership in Lauderdale Lakes feels
the same about their community. They are
willing to explore new ways for a better
outcome including:
• Thi
This bbranding
di iinitiative
iti ti
• Infrastructure improvements including new library, Oakland
Park Blvd and St Rd 7 streetscapes, widened streets,
h i
hurricane
street
t t lilights,
ht new parks,
k sports
t park,
k bbus shelters
h lt
• Designation as both a Tree City USA and a Playful City USA.
Insights
Insights
“Variety is the very spice of life. That gives
it all its flavor.”
– William Cowper, English poet
Insights
Insights
And that is what makes Lauderdale Lakes unique.
q
The wide variety of cultural influences have fused
to create a community where flavors are spicier,
richer, more colorful. Where life is eclectic and
interesting. Where opportunity is available to all
and comes in all shapes and forms.
forms
Lauderdale Lakes naturally has flavors many only
dream about. Just a bit of salt can bring out those
flavors and keep the city from the dangers of the
bland sameness that others battle daily.
Lauderdale Lakes Brand Positioning Platform
Target Audience:
For hardworking people committed to
community involvement,
Frame-of-Reference:
Lauderdale Lakes is an affordable,
accessible city in the center of Broward
County
Point-of-Difference:
where cultures intersect
Benefit:
for a fusion of flavors that makes life
more interesting.
Lauderdale Lakes Brand Platform Rationale
Target Audience:
For hardworking people committed to
community involvement,
•Lauderdale Lakes is home to people with a strong work ethic and interest
in elevating their community. Many Broward County leaders and
community role models live in Lauderdale Lakes, reasons to attract more.
•Attracting civic-minded
civic minded people will bring the community closer
closer. Schools
will improve with more parental involvement.
•People
P
l and
d bbusinesses
i
are attracted
tt t d to
t communities
iti that
th t are connected
t d
and active, communities in which all perspectives are welcome.
•The level of engagement is directly proportionate to pride and progress.
Creating brand ambassadors is key to furthering a new brand.
Lauderdale Lakes Brand Platform Rationale
Frame-of-Reference:
Lauderdale Lakes is an affordable, accessible
city in the center of Broward County
•Right between I-95 and the Florida Turnpike with easy access
throughout
h
h
South
S h Florida
Fl d
•Located on State Road 7 at Oakland Park Boulevard in the exact center
of Broward County; State Road 7 is a major artery in South Florida
p
did not become as inflated in Lauderdale Lakes;; homes
•Housingg prices
are more affordable in Lauderdale Lakes than elsewhere in Broward Co.
Cost of living is lower,
lower an affordable alternative in South Florida
Florida.
•Cost
Western suburbs are building out, fueling redevelopment back East.
Lauderdale Lakes Brand Platform Rationale
Point-of-Difference:
where cultures intersect
•African
Af i
A
American,
i
J
Jamaican,
i
C
Canadian,
di Haitian,
H i i Hispanic,
Hi
i B
Barbadian,
b di IIrish,
ih
Bahamian, German, Syrian, Trinidadian, Chinese, Lebanese, Thai, Indian,
Vietnamese, and many more. Not just Caribbean but international.
•Diverse cultures bring all of their traditions, food, music, arts, sports, and
faiths with them. Only Lauderdale Lakes can offer Broward County this
concentration
i off unique
i
cultures
l
iin one accessible
ibl llocation,
i
a community
i
that welcomes all and encourages individuality.
•Major roads come together in Lauderdale Lakes along with the travelers
on them. The roads bring 120,000+ motorists through daily.
•Many things beyond culture intersect here: strong leadership ideas,
inclusive political structures, commerce/distribution, canals/greenways.
Lauderdale Lakes Brand Platform Rationale
Benefit:
for a fusion of flavors that makes life more
interesting.
•Have you ever enjoyed a marvelous meal where you assembled the perfect
bite when all of the flavors mingled for the ultimate taste? That is analogous
for life in Lauderdale Lakes. Flavorful. Smile
Smile-inducing.
inducing. Satisfying. Rewarding.
•The diverse cultures offer residents many unique opportunities for
discovery.
y That “same old” has no pplace here. You don’t have to travel far
in Lauderdale Lakes to taste the world, whether purist preparations or
cross-cultural blends. It may be across town at Broward Meat and Fish or
acoustic hymns next door at your neighbors. People will drive far to
experience authenticity. It’s here. You just have to package and promote it
including PR, marketing, large-scale events, and other implementation efforts.
•There is a richness that is inherent in a life in Lauderdale Lakes. That
unique place in the road.
Lauderdale Lakes Brand Positioning Platform
Target Audience:
For hardworking people committed to
community involvement,
Frame-of-Reference:
Lauderdale Lakes is an affordable,
accessible city in the center of Broward
County
Point-of-Difference:
where cultures intersect
Benefit:
for a fusion of flavors that makes life
more interesting.
Next Steps
• Approval of Brand Platform
• Development/Approval of Written Creative Concepts
•Development of Creative Elements
-Logos, Strapline, Creative Expressions of the Brand
• Assembly of Final BrandPrint Report
• Final Presentation and Deliverables
Lauderdale Lakes, FL BrandPrint
Understanding & Insights Presentation