Page 85 - Clackamas County Watertourism Strategic Plan. Final.v3
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STRATEGIC PLAN FOR WATER-BASED TOURISM IN CLACKAMAS COUNTY, OREGON THE MARKET
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Table 5-7 Description of Market Profiles for Water-based Recreation Tapestry Segmentation General Description and Key Marketing Elements
for Anglers
Tapestry Segmentation
General Description and Key Marketing Elements Empty-nested, pre-retirement households with a fiscally conservative and
for Anglers independent streak. They have above average household incomes and spend 28%
Have the highest expendable income for leisure activities among all 10 market more of their household budget on leisure travel than the national average. They
segments. They are physically fit and pursue a variety of sports, from skiing to golf. are avid gardeners and do-it-yourselfers and enjoy outdoor living with activities like
They invest heavily in sports gear and equipment. They will likely enjoy a high hunting and fishing, motorcycling, hiking, camping, and occasionally golf. Of all
quality guided fly fishing tour more than other types of fishing. They are tightly segments, they are most likely to own an RV or camper. They would be attracted to
concentrated in the largest urban areas of the country including New York, Chicago, 4: Green Acres Clackamas County’s river and lakes for fishing and camping independently and on
Los Angles, San Francisco, Portland, Seattle, Denver, Houston, and Miami with their self-guided tours that included outdoor sports, cultural history, and natural history.
1: Savvy Suburbanites
homes just outside their urban core. Although fly fishing would be an attractive They use the internet as a tool for gaining information but nothing more. They can
sport for them, there is strong competition from other activities, so package deals be reached best through country, home and garden-oriented media. Most Green
with a range of activities would sell better than single sport tours. While most Acres households live in southern New England, eastern Pennsylvania, and the
anglers are loyal to fishing, this segment is an exception. They rely heavily on the Great Lake States. Secondary populations can be found in the Smokey Mountains,
internet to research their trips prior to purchasing. Their children are older, and St Louis, Minneapolis, Portland and Seattle.
they would likely travel without them. These are rural households who enjoy rural lifestyles. Two-thirds of these
These are family-oriented, married households with children in high school or households are married and less than half have children at home. They are cost
younger. They have above average household incomes and spend 45% more than conscious savers, earning an average income but have a net worth of twice the
the national average on recreation and outdoor activities. This is the target market national average. They love the outdoors and they spend most of their free time
for a family-oriented fishing trip where relaxing and family time is much more preparing for their next fishing, boating, or camping trip. Their top priority is to
important that catching a fish. They enjoy nature and visit zoos, parks, and natural spend time with their families. Overnight camping trips are highly popular. They
areas. They would value family oriented natural history tours, bird watching, and are heavily concentrated in four states: Pennsylvania, Ohio, Indiana, and Michigan.
2: Soccer Moms fishing lessons targeting any species with simple casting techniques. They are 5: Salt of the Earth They are not reachable by the internet. Due to their rural locations and lack of trust
located almost uniformly across the country in suburban areas outside of large and for the internet, they prefer to conduct their business in person and to buy
small cities. They have above average commutes to work and listen to pop radio or American. They most likely plan their travel with the help of agents, word of
news stations while do so. They watch a lot of television with an average of 4 TV mouth, library books, and printed media. They commute long distances while
sets in the house and use the internet extensively for most household functions listening to country music and news stations. They probably own RVs and campers.
including vacation planning. They can be reached best through these electronic They would thoroughly enjoy Clackamas County water bodies. Although, because
media outlets. they are cost conscious, a trip to Oregon would be a once in a lifetime type of
Middelburg families are young married couples with children living in semi-rural adventure.
subdivisions that were built on converted farmland. They earn slightly more than
the national average and their homes are valued at slightly below the national
average. Like Soccer Moms, they seek family-oriented nature-based activities and
would appreciate family fishing trips. They also enjoy hunting, target shooting,
3: Middleburg baseball and bowling. Their recreational spending is on par with the national
average. They are located predominately east of the Mississippi and south of the
Mason Dixon line although can also be found in the rural suburbs of Dallas, Chicago,
Salt Lake City, Portland OR, and Seattle. They rely on the internet for travel
planning and prefer country and Christian radio channels.
