Page 86 - Clackamas County Watertourism Strategic Plan. Final.v3

STRATEGIC PLAN FOR WATER-BASED TOURISM IN CLACKAMAS COUNTY, OREGON
Tapestry Segmentation Tapestry Segmentation
for Anglers General Description and Key Marketing Elements for Anglers
Working hard in professional and management jobs earning above average
incomes, with above average net worth and living in homes with above average
values. They see retirement just around the corner and are more likely to invest in
second homes and real estate than stocks and bonds. They prefer to travel
domestically than overseas and spend slightly more than average on recreation and
leisure. They enjoy hiking, hunting, fishing, and boating and watch the History
Channel and Fox News. This segment would be attracted to fishing trips to 8: Up and Coming
6: The Great Outdoors
Clackamas County that also included camping, hiking, and cultural history tours. Families
They are more interested in a day on the water and learning about their
surroundings than catching a fish. About 30-40% will travel with children, 35% are
empty nesters and the remaining are not married. They don’t heavily use the
internet, but travel planning may be one of the uses. Great Outdoors families live
within 100 miles of the East and West coasts, primarily in New England, Florida, and
in Oregon, Washington and California.
Rural Resort Dwellers are blue-collar, empty-nesters that are close to retirement
who live in scenic rural locations with proximity to excellent outdoor activities.
They have very simple tastes but are passionate about outdoor activities and prefer
to live, work and vacation in natural beauty. They especially enjoy freshwater
fishing and hunting. Oregon’s natural beauty would be highly attractive to them,
but they spend less than the national average on recreation and leisure. Their 9: Southern Satellites
7: Rural Resort Dwellers median income is $46,000, or $5,000 less than the national average. Based on their
income and leisure spending index, one might assume they prefer to live, work, and
play close to home. These households are found spread across the country but
especially on the coasts of Maine, Carolinas and Florida, the Smokey and Catskill
Mountains, Great lake States, Rocky Mountain communities, and west of the
Cascades. Their TV preferences reflects their lifestyles such as Animal Planet,
Discovery Channel, and the DIY Network.
10: Rooted Rural
THE MARKET
5-44
General Description and Key Marketing Elements
Young, hard-working, dual parent incomes with young children. They earn above
average incomes and own homes valued at the national median. This is the fastest
growing demographic market in the country and the only one of these 10 segments
th
that have more Hispanic and Black families than the national average. They rank 4
in leisure spending with a recreation budget 11% higher than the national average.
They are tech savvy and use the internet for most financial transactions, travel
planning and entertainment. They enjoy nature and healthy lifestyles, taking their
families to parks, backpacking, team sports, and zoos. They would enjoy family-
oriented trips to Oregon for natural history tours, bird watching, and fishing lessons
and other water-based recreation similar to the Soccer Mom market. These families
live in newly built suburban neighborhoods outside of major urban areas in the
South and California specifically, Miami, Tampa, Atlanta, Dallas, Houston, Phoenix,
Las Vegas, Denver, Salt Lake City, and central California from Sacramento to San
Diego. They would respond well to internet-based marketing.
Married couples with no children yet with multiple generations in the household.
This market is typically non-diverse, slightly older than the national average. Almost
a third of their homes are mobile homes and the median home value at $119,000 is
well below the national average. The unemployment rate in this market is at 9%.
Workers are employed in a variety of industries with higher proportions in mining
and agriculture than the US and earn well below the national median household
income at $44,000. Their recreation spending is almost 20% below the national
average. They enjoy outdoor sports such as fishing and hunting. They live primarily
in the southeast US. Given their low spending patterns and distance to Oregon, it is
not likely that a marketing campaign would provide a return on the investment
from this segment.
Rooted Rural residents are empty nesters employed in the forestry, extraction and
trucking industries. They earn the lowest incomes of all 10 segments and have the
lowest median house values at $104,000. They enjoy time spent outdoors,
especially hunting, fishing, or working in their gardens growing their own food.
Indoors, they enjoy watching television with a spouse and spending time with their
pets. These communities are heavily influenced by religious faith, traditional gender
roles, and family history. They live in the Appalachian mountain range as well as in
Texas and Arkansas. They have the lowest recreation spending index of all ten
market segments. About half of the households have an internet connection and
most don’t trust it for financial transactions. Given their low spending patterns and
distance to Oregon, it is not likely that a marketing campaign would provide a return
on the investment from this segment.