Page 84 - Clackamas County Watertourism Strategic Plan. Final.v3

STRATEGIC PLAN FOR WATER-BASED TOURISM IN CLACKAMAS COUNTY, OREGON THE MARKET
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The Angler Profile:

Understanding who to market and how to reach them is critical to increasing water-based tourism in Clackamas County. Anglers come from a variety of demographic profiles. It
would be convenient if the entire angler market had similar household incomes, family sizes, ethnicities, and they enjoyed the same magazines, radio stations and other sports.
However, anglers are more diverse than that. Anglers like hunting and camping, as might be expected, but they also like gardening, cultural museums, and golfing. To compile a
socio-economic profile of a typical angler, two secondary studies and data sources were used: (1) a national study on the angler lifestyle and (2) the use of Geographic Information
System (GIS) analysis of consumer lifestyles segmented by zip codes across the country. The two studies are combined to identify the socio-economic profiles of anglers across the
country and where they live. National GIS software firm, ESRI, has mapped zip codes across the country and linked them to key socio-economic and demographic data. This
created Tapestry, a GIS marketing tool with 67 different market segments that identify the lifestyle choices, purchasing habits, and leisure time activities of the residents in each
zip code in the nation. The angler profile study found that anglers fall within 10 of these 67 market segments xxiii . These 10 are the following:

Table 5-6: ESRI's Tapestry Market Segments for Anglers

# of HH Median Median Recreation Internet % of Home Median % with These two secondary sources were used to identify the
Households Size Age HH Spending Savvy Ownership Value of College socioeconomic profile of the typical angler and their geographic
Income Index (1-5) Home Degree
location with the United States. Then the list of ten profiles were
Savvy Suburbanites 3,543,000 2.83 44.1 $ 104,000 184 5 91% $ 311,000 48%
narrowed down to the most probable buyers of Clackamas County’s
Soccer Moms 3,327,000 2.96 36.3 $ 84,000 145 5 86% $ 226,000 38% water-based recreation, which relied on field studies and primary
Middleburg 3,319,000 2.73 35.3 $ 55,000 98 4 74% $ 158,000 data gathered in our survey. A detailed description of these ten
Green Acres 3,794,000 2.69 43 $ 72,000 128 3 87% $ 197,000 60% market segments in included in Appendix 3. Table 4-7 provides a
Salt of the Earth 3,517,000 2.59 43.1 $ 53,000 96 2 84% $ 134,000 summary description of these market profiles and their applicability
The Great Outdoors 1,850,000 2.43 46.3 $ 53,000 104 3 78% $ 189,000 60% for water-based recreation in Clackamas County.
Rural Resort Dwellers 1,215,000 2.21 52.4 $ 46,000 93 2 82% $ 163,000
Up and Coming Families 2,562,000 3.1 30.7 $ 64,000 111 5 75% $ 174,000 66%
Southern Satellites 3,775,000 2.65 39.7 $ 44,000 83 3 79% $ 119,000 41%
Rooted Rural 2,425,000 2.47 44.1 $ 38,000 76 1 80% $ 104,000
National Average 121,795,974 2.53 37.6 $51,000 100 63% $177,000