Page 91 - Clackamas County Watertourism Strategic Plan. Final.v3

STRATEGIC PLAN FOR WATER-BASED TOURISM IN CLACKAMAS COUNTY, OREGON THE MARKET
5-49

The second general target market includes empty nesters travelling without children. They are older than 45 years, have a passion for the outdoors, and are represented by three
of the market segments: Savvy Suburbanites, Green Acres, and Rural Resort Dwellers. They will come to Clackamas County for its natural beauty and expect to be active and

challenged in their skills. They are fit and experienced at their sport. They are open to trying new outdoor adventures and would combine fishing tours with natural history and

Table 5-10: Empty Nester Target Markets Table 5-11: Top Ten States for each of the Empty Nester Market Segments
% of Market
Segment Total Zip Codes
Green Acres TX NY VA IO WI MI MN IL OH PA Total Total
Green Acres 1369 54 58 58 61 65 69 69 82 82 101 1369 51%
OR WA CA PA ME TX MN WI NY MI
Rural Resort Dwellers 1484 Rural Resort Dwellers
57 67 68 71 83 90 97 103 121 151 1484 61%
Savvy Suburbanites 608 OH IL MI VA PA MA NY MD NJ CT
Savvy Suburbanites
24 25 25 27 34 45 47 53 56 57 608 65%
Total 3461 Grand Total 135 150 151 159 182 204 213 238 259 309 3461 58%
cultural history. Other than this, they
don’t have much in common with each other. Savvy Suburbanites would appreciate tours and some pampering while Green Acres like to do things on their own and prefer
camping. They both spend well above average on leisure pursuits but are probably on opposite ends of the political spectrum and live in different urban densities with the former
being closer to the urban core and Green Acres on ½ to 3-acre suburban lots. Rural Resort Dwellers don’t have much to spend on travel and leisure and come from rural mountain
towns or beach communities. On the other hand, there are over twice as many Rural Resort Dwellers than Savvy Suburbanites in the angler market and they probably participate
more often in angling throughout the year. Savvy Suburbanites engage less because they have a wider diversity of interests that include more than outdoor activities and they
have the money to pursue them.

The results are shown in tables 4-10 and 4-11. The top ten most populous zip codes are extracted from the totals and show here. Each of these top ten represent between 51%
and 65% of the total market. The biggest spenders in the angler market are from the northeastern US (with CT, NJ, MD, NY and MA as the top five). The second wealthiest market
with an attraction to angling is in the Great Lake states, New York, and the west coast states. Rural Resort Dwellers are the largest market but spend less; they mostly come from
the Great Lake States, New York, New Mexico and Texas. These three segments have more consistency than the Family Oriented markets with most of the market residing in the
eastern and northern central US. The entire list of zip codes for these three market segments are provided to the client in excel format. This information should be used to
develop a marketing campaign, package tours, and improved activities to attract these three segments.