Lancaster Brand Platform

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• Community Branding brings commerce and culture
  together as a potent force for creating
  prosperity.

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• Communities generally get the biggest improvement
  in their overall reputation when all the main
  sectors of a community are aligned to a common
  strategy.

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Communities Served

• Georgetown, Kentucky
• Glasgow, Kentucky
• Glendale, Arizona
• Goldsboro, North Carolina
• Grand Rapids, Minnesota
• Grand Rivers, Kentucky
• Grapevine, Texas
• Greeley, Colorado
• Hattiesburg, Mississippi
• Henry County, Georgia
• Hibbing, Minnesota
• Jackson, Mississippi
• Kenai Peninsula, Alaska
• Killeen, Texas
• La Porte, Texas
• Lake Charles, Louisiana
• Lancaster, California
• Lansing, Michigan

• Overland Park, Kansas
• Peoria, Arizona
• Pigeon Forge, Tennessee
• Plano, Texas
• Port Arthur, Texas
• Providence, Rhode Island
• Reading, Pennsylvania
• Rome, Georgia
• Saint Paul, Minnesota
• Santa Rosa, California
• Sebastopol, California
• Seward, Alaska
• Shawnee, Kansas
• Shenandoah, Texas
• Shreveport Bossier City Louisiana
• Spartanburg, South Carolina
• Springfield, Massachusetts
• Sumner County, Tennessee

• Abilene, Texas
• Alliance, Nebraska
• Anchorage, Alaska
• Augusta, Georgia
• Bay City, Michigan
• Beaches of South Walton, Florida
• Beaumont, Texas
• Calhoun County, Alabama
• Cape Girardeau, Missouri
• Chandler, Arizona
• Charlottesville, Virginia
• Cloverdale, California
• Coachella Valley, California
• Columbus, Georgia
• Columbus, Indiana
• Concord, North Carolina
• Conyers, Georgia
• Corinth, Mississippi
• Dayton, Ohio

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Community
Understanding
Consumer
Competition
Insights
Evaluation
Exports
ECD
Imagination
Tourism
People
Policy
Culture
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Competition
Research Planning Audit Communication
Audit Situation Analysis Familiarization
Tour Stakeholder Interviews Focus
Groups Undercover Interviews Vision
Surveys Community Survey Residential Behavior
Profiling Regional Behavior Profiling
Communications Audit Brand Message
Assessment Economic Opportunity
Analysis Awareness Perception Study Community
Surveys
Inquiry Origin Mapping Visitor Origin
Mapping Consumer Behavior Profiling Undercover
Interviews Community Surveys Perception Study -
Economic Development - Tourism - State-level
Executives Awareness and Perception Study - Top
Feeder Markets
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Stakeholder Interviews Business Landscape
Community

• Business-friendly attitude, pro-business council
• 10th fastest growing city in the nation
• Job creation is top priority because of large
  number of commuters
• Business mix
• Aerospace, distribution, manufacturing, call
  centers
• Agriculture and aerospace are part of our history
  
• Future will bring Gen X and Y, more
  talented/skilled workforce
• Economic development assets
• Available land for development and business
  expansion
• Affordability relative to LA County
• Large, affordable labor force
• Lancaster Business Park
• Small business incubator properties, light
  industrial, manufacturing
• AV Community College.

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Stakeholder Interviews Challenges
Community

• Perception (and reality) of a high crime area and
  gangs
• Lancaster is the end of the line for parolees on
  Metrolink from LA (bus voucher)LAs dumping
  ground
• State Penitentiary, Section 8 housing
• Lacking in self-confidence
• Always want to talk about the Antelope Valley and
  not Lancaster
• Palmdale has the retail/entertainment and nice
  housing also closer to LA
• Lancaster wants to draw Generation X/Y yet offers
  little to attract them
• Community also lacks offerings for youths
• Economic development
• Lack of improved sites, highly skilled labor.

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Community Tapestry ProfileTop 10 Resident
Segments
Community
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Community Tapestry ProfileTop 3 Resident
Segments (35 of Population)
Community

• 38 Industrious Urban Fringe (13)
• Family is central to this segment and over half
  have children. Hispanics make up 57 of these
  residents with a median age of 29 and a median
  HHI of 39,000. Discretionary income is low and
  residents shop at discount stores, dine out less
  and dont invest or save much. They enjoy movies,
  and focus on keeping in touch over the phone.
• 19 Milk and Cookies (11)
• Upscale living with a family allowance describes
  these young, affluent married couples who are
  starting their families. Median age is 33, median
  HHI is 58,000. Residents stay focused on their
  family and their future as they build their
  portfolios and make purchases to care for their
  children. Enjoy fast food and watch family
  channels including Cartoon Network, the Disney
  Channel and Discovery Channel.
• 24 Main Street, USA (11)
• A mix of household types with a median age of 36
  and median HHI 50,400. Half are married couple
  families, both with and without children. Live in
  the suburbs or smaller metropolitan cities. They
  are active members of their communities and enjoy
  trips to the beach, theme parks or the zoo and
  occasionally go on domestic vacations.

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Community Tapestry ProfileLancaster Resident
Segments vs. LA County Residents
Community
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Lancaster Resident Habits
Community
Focused on family and buying the essentials to
provide for them

• Prefer function over fashion and shop at more
  value-oriented stores (Target, Old Navy, K-Mart,
  T.J. Maxx)
• Purchasing habit indicative of younger children
  (buy maternity clothes, baby food, baby toys,
  etc.)
• More conservative than liberal, but not very
  involved on either side
• Still relocate frequently, use U-Hauls
• Not big drinkers
• Own big screen TVs, gaming systems (Game Boy
  Advance, Playstation 2)
• Financials do banking online, have auto loans,
  not big investors
• Dont spend much on home improvement
• Leisure Enjoy going to the movies, Sea World,
  Magic Kingdom rent DVDs frequently, dont travel
  much, not civically involved, not avid readers
• Watch Malcolm in the Middle, Smallville, BET,
  King of the Hill, Bernie Mac
• Listen to Hispanic, adult contemporary, sports
  and classic rock radio
• Prefer fast food over casual dining Whataburger,
  Jack in the Box, Chik-fil-A, Churchs Chicken,
  Del Taco, Sonic, Papa Johns.

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Online Community Survey
Community
Q In my opinion, Lancaster is best described as
Growing city with potential
Top other answers Crime-ridden, affordable
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Online Community Survey
Community
Q What would you say is Lancasters greatest
asset?
Affordability and open space
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Online Community Survey
Community
Q What does the city of Lancaster do best for
its residents?
Parks and recreation programs
Top Other answer nothing
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Top Visitor CBSAs
Consumer
California CBSAs perform well

• Los Angeles-L. Beach, CA 27.9
• San Diego-Carlsbad, CA 6.3
• Riverside-San Bern., CA 4.2
• Dallas-Ft Worth-Arl., TX 3.6
• San Francisco-Oakland, CA 2.7
• Bakersfield, CA 2.4
• Phoenix-Mesa-Scot, AZ 2.0
• Palm Bay-Melb-Titus, FL 1.7
• Washington-Arlington, VA 1.7
• Oxnard-Th Oaks-Vent, CA 1.6

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Comparison ChartResident Segments vs. Visitor
Segments
Consumer
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CAP Study
Consumer

• Lancaster Desert, heat, open, clear, wind, far
  away location, cheaper housing, less populated
• Desert climate and high winds.
• Flatter, hotter and farther out.
• High desert, and also growing community.
• It is a less populated and rural area.

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Perception Study Economic Development
Consumer

• Describe Lancaster as
• High desert community, hot
• Coming of age (more services/amenities)
• Nice little downtownold style and people like
  that.
• Assets
• Aggressive with business recruitment
• Increasingly diversified economy
• Attracting higher-end/wage jobs, distribution
  centers
• Always had a stable technology base
• Affordable labor pool, housing, land
• Available land and industrial property
• Enterprise Zone, Foreign Zone and other
  competitive incentives for light manufacturing
  companies (reasonable cost of living for these
  wages)
• Location proximity to LA market and port of LA
  (as well as proximity to desirable
  locations/lifestyles)
• Close to freeway (can service CA/NV/AZ)
• More affordable housing than Orange County or LA
  Basin
• Great place for young families to build a life.

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Insights

• Lancaster has many assets that people will
  increasingly be drawn to
• Open spaces
• Clean air
• Affordability
• Downtown
• Endless potential.

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Insights

• Open Space
• LA is noisy and congested.

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Insights

• In sharp contrast, Lancaster offers
• Residents room to raise their families
• Businesses land to grow on, space to thrive
• Tourists escape from the city and crowds

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Insights

• Clean air and perennial blue skies
• LA is perceived as one of the most dirty and
  polluted cities in the country.

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Insights

• Just 30 minutes away is Lancaster, where you can
• Take a deep breath
• Enjoy outdoor recreation year-round hiking,
  backpacking, cycling
• See poppies blooming for miles, or view Joshua
  trees in abundance.

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Insights

• Affordability
• California is one of the most expensive places to
  live in the country.

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Insights

• Lancaster is one of the most affordable cities in
  California.
• Families can afford better houses, more land, a
  higher quality of life for their children
• Businesses can afford land to build on, a higher
  quality work force
• Tourists can afford to buy more and stay longer

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Insights

• Downtown
• Lancaster has the most potential for the
  development of a true Main Street downtown.

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Insights

• Lancasters downtown represents opportunity for
• Retail
• Entertainment
• Restaurants
• A gathering focal point
• A competitive differentiator.

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Insights

• Endless potential
• Room for growth!

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Insights

• Lancasters brand identity is less about the past
  and more about the future
• Open space, clean air, affordability and downtown
  revitalization combine for limitless possibility.

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Insights

• The sky is the limit for Lancasters future!

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Lancaster Brand Platform
For growing families and firms seeking access
without congestion,
Target Audience Frame-of-Reference Point-of-Di
fference Benefits
Lancaster is a northern city in Los Angeles
County Bordering one of the worlds largest
economies
where the advantages and opportunities you will
find are as clear as the air around you,
so the sky is the limit for your future.
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