Page 1

Member Cities

San Diego City

National City

Chula Vista

Imperial Beach

Our community, close-up. A PORTRAIT OF THE PEOPLE WE SERVE

Coronado

Visitors

Tenants

1

Employees

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“Until you understand your customers— truly and deeply— you cannot truly serve them.” — RASHEED OGUNLARU AUTHOR, SPEAKER, BUSINESS COACH

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Member Cities San Diego City

A wider lens. A brighter future.

National City

When we envision the Port community, it’s natural to think about the Member Cities: San Diego City,

Chula Vista

National City, Chula Vista, Imperial Beach, and Coronado. And yet, our community also includes visitors, Port tenants, and employees.

Imperial Beach

What’s more, the Public Trust Doctrine states that the tidelands are held in trust for all citizens of California, with the “enjoyment of these lands historically set apart for their benefit.”

Coronado

So, as stewards of the bay and waterfront, we ask ourselves: how can we best serve a diverse, widespread population of nearly 40 million people?

Visitors

This book helps address that question by providing a detailed picture of our community, underscored by research that illuminates the motivations and

Tenants

preferences of each of the constituent groups. It’s the first step in building a strong foundation as we look toward the future.

Employees

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A closer look. A bigger group. We know that the more we understand the tidelands from the community’s perspective, the deeper our insight into the individual needs. Certainly, through outreach, public events, and board meetings, we have gotten to know our community members—but this represents a small percentage of our total community. For each person we see, there are many more who remain out of view. Our hope is that this book can help expand the view and offer a deeper understanding of those we serve. This awareness will help Port staff, tenants, developers, and others identify opportunities for improvement, provide the most benefit, and make strategic decisions that will shape the places and experiences that our community—the people of the Port—can enjoy for generations to come.

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Member Cities San Diego City

NARROW VIEW

In our day-to-day function, we encounter just a small sample of our community.

National City Chula Vista Imperial Beach

WIDE VIEW

We know there are many others who are less visible but no less important.

Coronado Visitors

CLEAR VIEW

Tenants

An understanding of the whole community helps us better serve them.

Employees

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DID YOU KNOW?

People under 35 are

They now make up ha

49% CALIFORNIA

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Member Cities San Diego City National City

shaping the future.

Chula Vista

half of the population.

Imperial Beach

51%

Coronado Visitors

MEMBER CITIES

Tenants

5 DRAFT

Employees

Source: “ESRI Business Analyst.” ESRI | Mapping Software and Data, 2017, http://bao.arcgis.com/esriBAO/index.html


A new generation. EXPECTATIONS

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YESTERDAY

Convenience

One-click™

Personalization

Perfected customer journey

Speed

Overnight shipping

Efficiency

Hunt and peck

Empowerment

Customer reviews

Seamlessness

Wearables and apps

Ease

PayPal™


Member Cities

TODAY

San Diego City

A new reality. WHAT IT MEANS

Apple PayÂŽ

Shopping and paying are simple and automatic. For what tasks might we provide an effortless customer transaction?

7 DRAFT

Employees

Source: Meehan, Mary (Panoramix Global). "Customer Expectation Trends: They Want It All. So Get Out Of The Way." Forbes. 15 Aug. 2015. Web. https://www.forbes.com/sites/marymeehan/2015/08/12/customer-expectation-trendsthey-want-it-all-so-get-out-of-the-way/#3be2f8e096e3

Tenants

Nearables (beacons)

Technology is ubiquitous. How can we meet the expectation for behind-the-scenes solutions?

Visitors

Response to comments

Customers are empowered. How might our community engagement events include more back-and-forth?

Coronado

Voice recognition

Customers want efficiency. How can we avoid unproductive interactions that diminish the overall experience?

Imperial Beach

Same-day satisfaction

Timelines are condensing. How can we better educate the public about timelines that are out of our control, and accelerate others?

Chula Vista

Optimized micro-moments

A personalized experience is paramount. Which moments should be streamlined and which should be captured or enhanced?

National City

Dash Buttons™

Push-button convenience is the new default. Where will our customers experience the greatest pain points in their interactions with our agency?


A new attitude. Millennials and Generation Z share common bonds that differentiate them from those who came before.

Values MILLENNIALS

This group’s beliefs dictate their spending. They buy from companies whose policies they support, and they’re twice as likely to eat organic food than are non-Millennials.

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GENERATION Z

Practical and aware, they understand how things work—that includes smart, connected ecosystems. This group appreciates concrete value, as opposed to Millennials who gravitate toward perceived value.


Member Cities

GENERATION Z

MILLENNIALS

National City

They seek once-in-a-lifetime adventure and everyday discovery. They like experiential gifts, travel, and exotic dining, and show a willingness to encounter danger in the pursuit of excitement.

San Diego City

Lifestyle

Having grown up amidst terrorism and the great recession, this group is more cautious and risk-averse than Millennials—seen in their attitudes toward alcohol consumption and wearing seatbelts.1

Chula Vista Imperial Beach Coronado Visitors Tenants

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Employees

1 “American Millennials: Deciphering the Enigma Generation.” A report from Barkley based on research conducted as part of a joint partnership with Service Management Group, The Boston Consulting Group and Barkley. Primary authors: Jeff Fromm, Celeste Lindell and Lainie Decker. 2011. https://barkley.s3.amazonaws.com/barkleyus/ AmericanMillennials.pdf


Collaboration MILLENNIALS

Collaboration-seeking, they offer their ideas and input to brands when they think their voice can make a difference.

GENERATION Z

They expect an open framework for collaboration and for building a future. This includes open data, open protocols, open platforms, and open source. 10 DRAFT


Member Cities San Diego City

Technology MILLENNIALS

National City

These digital natives have grown up with technology–from mobile devices to omnipresent Wi-Fi. Accessibility and connectivity are what they know. GENERATION Z

Chula Vista

This group takes technology a step further—they’re not just digital natives, but digital developers with coding and programming skills.

Imperial Beach Coronado Visitors Tenants Employees

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THOUGHT STARTERS

1. It can be difficult to keep up with consumer trends. Which do you think pose the most challenges, and why?

2. It's important to account for the next generation. Are you, your department, and your business doing so? In what ways?

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Member Cities San Diego City

3. Visitors to the tidelands have a higher median age compared to the general San Diego population. Why do you think that is?

National City Chula Vista Imperial Beach Coronado

4. There are opportunities with regard to the next generation. What do you see as the biggest, and why?

Visitors Tenants

Source: Priestley, Theo. “Why The Next Generation After Millennials Will Be 'Builders,' Not 'Founders.'” https://www.forbes.com/Sites/Theopriestley/2015/12/30/Why-the-next-Generation-after-Millennials-Will-BeBuilders-Not-Founders/2/#55bda9fb318a, Forbes, 30 Dec. 2015, www.forbes.com

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Employees

Pages 8-11 source: Solomon, Micah. “2015 Is The Year Of The Millennial Customer: 5 Key Traits These 80 Million Consumers Share.” Https://www.forbes.com/Sites/Micahsolomon/2014/12/29/5-Traits-That-Define-the-80Million-Millennial-Customers-Coming-Your-Way/#3731a27e25e5, Forbes, 29 Dec. 2014, www.forbes.com


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Member Cities

San Diego City

San Diego City

Coronado National City

MEET THE FIVE

Chula Vista

Imperial Beach

Member Cities

Chula Vista

National City

Coronado Visitors

It’s no surprise that the Port of San Diego has a special relationship with the Member Cities—for these residents, the San Diego Bay and waterfront are their front porch. That’s why it’s so important to understand their unique point of view. Imperial Beach

Tenants

5,631

34

Square miles

People per square mile¹

Miles of coastline

1 "2016 U.S. Gazetteer Files." United States Census Bureau. Retrieved Jun 28, 2017.

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Employees

394.2


MEMBER CITIES

Residents at a glance. These insights outline key attributes of Member Cities residents.

Population

1.8M

49+51

Next gen (<35 years)

Median age

34.6 years

51%

Median household income

Homeowners

47+5358+42

Median home price

INSIGHT

The Member Cities make up 5% of California's population.

$67K

53%

Married

Homeowners

54+46 55+45 46%

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45%

$505K

2022 population estimate

1.9M (Avg .8%)


Member Cities

MEMBER CITIES

San Diego City

The big picture: Optimistic, urban.

National City

The insights below outline key differences between Member Cities residents and the general US population.

Chula Vista

Member Cities residents are more optimistic about their households' financial future over the next year.

Those who live in the Member Cities are more likely to consider themselves environmentally conscious.

Focused on wellness.

Fans of rollercoasters.

In addition to their preference for eating nutritious organic foods, Member Cities residents are also likely to follow an exercise routine.

Perhaps because of their proximity to theme parks like Legoland and Disneyland, many Member Cities residents have visited a theme park in the past year.

Coronado

Love for the planet.

Imperial Beach

A sunny outlook.

Visitors Tenants

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Employees

Pages 16-17 source: â&#x20AC;&#x153;ESRI Business Analyst.â&#x20AC;? ESRI | Mapping Software and Data, 2017, bao.arcgis.com/esriBAO/index.html


MEMBER CITIES

How many visit the tidelands?

Of those,

83% 16% of Member Cities residents surveyed had visited the bay in the past 6 months.

18 DRAFT

reported weekly visits.


Member Cities

Why do they go? Visitors come to enjoy walking and dining.

9%

Event

11%

37%

National City

Walking

San Diego City

Going to the ocean

17% Chula Vista

26%

Weather/ Scenery

Imperial Beach

Dining

Coronado

Word of mouth. In many ways, the litmus test for how an individual feels about a place is the likelihood of their recommending it to someone else.

Visitors

But only

of respondents <35 years would make the same recommendation.

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Employees

of Member Cities residents would recommend the tidelands to a friend or colleague.

Tenants

51% 42%


64% Harbor Island

Embarcadero & Cruise Terminals

66%

61% Shelter Island

30%

Working Waterfront & Marine Terminals

69% Coronado Bayside & Ferry Landing

National City Marina District

25%

MEMBER CITIES

Awareness of the tidelands.

Chula Vista Bayfront

57% Silver Strand South Bay Salt Ponds

A quick look at the map reveals a big difference between the tideland locations that are well known among Member Cities residents and those that are not. Respondents were three times more familiar with Coronado, the Embarcadero, and Harbor Island than they were with Chula Vistaâ&#x20AC;&#x2122;s Salt Ponds.

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35%

45% Imperial Beach Pier

21%


Member Cities

MEMBER CITIES

San Diego City

The awareness gap. People over 35 are much more aware of the bay and waterfront locations than are the under-35 crowd.

National City

Nearly

Chula Vista Imperial Beach Coronado

of Millennials feel they are â&#x20AC;&#x153;not at all informedâ&#x20AC;?

Visitors

about the different types of activities, attractions, and experiences available at these destinations.

21 DRAFT

Employees

Pages 18-21 source: True North Research. "Baseline Brand Survey." (N=2301, San Diego County; N=1,595 Member Cities) Margin of Error 25% at 95% Confidence, May 2017

Tenants

Given that Millennials are highly connected, how can we better communicate with them about the tidelands?


THOUGHT STARTERS

1. When it comes to the tidelands and the Port, what Member City information surprised you?

2. Which statistics would you most like to see improve? Why?

22 DRAFT


Member Cities San Diego City

3. In what ways might the Port better serve the 51% of Member City residents who are under the age of 35?

National City Chula Vista Imperial Beach Coronado

4. What additional Member City information would be helpful to know in order for the Port to best serve our closest neighbors?

Visitors Tenants Employees

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MEMBER CITIES

The Port of San Diego: How can we tell our story? AMONG MEMBER CITIES RESIDENTS:

23% can identify— unaided—the Port of San Diego as the agency responsible for managing the San Diego Bay and waterfront.

77% of those do not know us

AMONG THOSE WITH AIDED OR UNAIDED AWARENESS OF THE PORT,

almost 50% have no opinion of the agency.

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Member Cities San Diego City

The Port has a wide-open opportunity to shape perception among Member Cities residents.

53+47 52+48 88+12 80+20 73+27 72+28 47%

12%

48%

Imperial Beach

Self-funded

Economic engine

Chula Vista

While nearly half of Member Cities residents would describe the agency as “welcoming,” and see the Port as an economic engine, there is considerable evidence of a need to educate the public on the Port’s mission.

National City

Welcoming

Champion for causes

Only 12% know that we are self-funded and that we operate without tax dollars.

20%

Coronado

Only 20% are aware that we champion important causes.

27%

Visitors

Innovative

Trustworthy

28%

25 DRAFT

Employees

Source: True North Research. "Baseline Brand Survey." (N=2301, San Diego County, 1,595 Member Cities), May. 2017.

Tenants

And just slightly more than a quarter think of the agency as innovative and trustworthy.


26 DRAFT


Member Cities

San Diego City

San Diego City

Coronado National City Coronado Visitors

Large, active, and urban, San Diego City is home to a wide range of segments.

Chula Vista

Imperial Beach

San Diego City

Chula Vista

National City

Imperial Beach

Tenants

4,298

Square miles

People per square mile1

1 "2016 U.S. Gazetteer Files." United States Census Bureau. Retrieved Jun 28, 2017.

27 DRAFT

Employees

325.2


SAN DIEGO CITY

Residents at a glance. San Diego City

Population

Member Cities

Next gen (<35 years)

50+5049+51

1.4M

50%

1.8M

Median household income

51%

Median age

34.8 years

34.6 years

Median home price

Homeowners

47+5358+42 INSIGHT

Big and getting bigger with the second highest growth rate among Member Cities.

$68K

$67K

53%

Married

Homeowners

55+45 54+46 55+4555+45 45%

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46%

45%

45%

$505K

$505K

2022 population estimate

1.5M (.9%)

1.9M (Avg .8%)


Member Cities

SAN DIEGO CITY

San Diego City

The big picture: Active, eclectic.

National City

San Diego City residents span the socioeconomic spectrum, and this Member City has the largest land area and population.

Chula Vista

80% of San Diegans, the most of any Member City, participated in a public activity this year.

San Diegans are most likely to own a smartphone out of all Member Cities residents (75%).

Out on the town.

Diverse & distinct.

More than any other Member City, San Diego finds its residents frequenting bars or nightclubs, with over 20% having visited at least one in the past year.

San Diegans have a range of interests, with their participation ranking 1st or 2nd among all of the Member Cities across a wide range of activities.

Coronado

Connected.

Imperial Beach

Active & engaged.

Visitors Tenants

29 DRAFT

Employees

Pages 28-29 source: â&#x20AC;&#x153;ESRI Business Analyst.â&#x20AC;? ESRI | Mapping Software and Data, 2017, bao.arcgis.com/esriBAO/index.html


PARTS OF THE WHOLE

San Diego City Segments: Diversity in the region's largest Member City. Top three segments: San Diego City is so diverse that even the largest segmentâ&#x20AC;&#x201D;Metro Rentersâ&#x20AC;&#x201D;comprises only 13% of the total population.

Enterprising Professional 7%

Metro Renters 13%

30 DRAFT

Emerald City 6%


Member Cities

SEGMENT

Life is at their fingertips. Close to it all—friends, work, entertainment, errands—they take advantage of city living at every turn.

They place importance on the environment and demonstrate their commitment by seeking out environmentally friendly products and companies.

1.66 Average household size

Envision Portsponsored social opportunities to connect them to people with "status."

Visitors

Metro Renters are at the center of the rat race, but they don’t want to get lost in the shuffle. Therefore, they look for ways to connect, stand out, and evolve. Though the majority of their day-to-day existence has a cookiecutter feel: work, high-rise, etc., they don’t want to be like everyone else. This is why they want to shake it up.

Median household income

Coronado

With a lower-than-average net worth, they can take risks freely; their little-to-lose status means they can recover quickly from any mistakes.

$52K

Imperial Beach

Metro Renters enhance their day-to-day lives through experiences, education, creativity, and connections, so social settings are important to them. They seek status and yearn for sophistication—believing these can only be achieved through experience.

Median age

Chula Vista

Most are not tied down by a home, pet, children, or even a partner (they have the smallest average household size among the segments) so they can focus on themselves without any guilt. They can be and do what they want whenever they wish.

31.8

National City

This adventurous group of Millennials is educated and on the go.

San Diego City

Metro Renters

Consider new ways to infuse their daily lives with experiences.

• Environmentally focused

• In the mix & city living

• Interests: Enhancing their day-to-day lives

• Motto: Footloose and fancy-free

Tenants

KEY TAKEAWAYS:

Employees

31 DRAFT


SEGMENT

Enterprising Professional Well-educated, career-focused San Diegans who are often in a science, tech, engineering, or math field. They are climbing the ladder and reaching toward the top of their individual career paths. They have always had aspirations and have worked hard to achieve them. In doing so, they have become successful—attaining an income that is 1.5x more than the US average. Given that they may have to move for a job opportunity, many within the segment are renters.

34.8 Median age

$77K Median household income

2.46 Average household size

Enterprising Professionals are early tech adopters. They enjoy giving advice and talking about technology and ultimately want to be seen as leaders in the space among their peers. They are on the go and take frequent business trips. Given that they are on the move and focused on their careers, they put extra value on convenience and seek out new offerings that make their lives easier.

How might we make their tideland visits more productive (e.g., networking events) and/or convenient?

Though they are busy and working long hours, they strive to stay youthful and trendy. For fun, Enterprising Professionals are out and about participating in a range of activities: gambling, visiting museums, and going to the beach.

KEY TAKEAWAYS:

• Educated, with careers in STEM • Interests: Balancing their busy work life with fun

32 DRAFT

• Over-index in renters • Motto: Will move to climb the ladder

To connect them to the Port, consider events that focus on health, fashion, and contemporary trends.


Member Cities

SEGMENT

They prefer natural, green, and environmentally friendly products and will go out of their way to purchase brands that deliver on those elements.

Emerald City residents like to learn new things and keep life fresh and new. They often fulfill their need for variety by engaging in arts and music.

Median household income

2.05 Average household size

Look for ways to inform them (e.g., texts, gym posters) about relevant Port events (Taste of the Port, Arts Month).

Coronado

They are always connected to their smartphones and texting is a big part of their daily lives.

$52K

Imperial Beach

They take care of themselves—both body and mind. Long hours on the computer at work are balanced with time at the gym. Additionally, many embrace the “foodie” culture and enjoy cooking adventurous meals using local and organic foods.

Median age

Chula Vista

Their income is close to the US median but they find time and funds (typically on their credit cards) for the good things in life. They travel, both for work and fun, and have struck a “work hard, play hard” balance in their day-to-day lives.

36.6

National City

Young, mobile, and balanced, Emerald City San Diegans are well-educated and gainfully employed.

San Diego City

Emerald City

• Conscious of nutrition, organics, natural food. • Interests: Travel, fresh new experiences.

• Text to connect • Motto: Work hard, play hard

Visitors

KEY TAKEAWAYS:

33 DRAFT

Employees

Pages 29-33 source: “ESRI Data | Tapestry Segmentation | Market Segmentation System.” ESRI | Mapping Software and Data, 31 May 2017, doc.arcgis.com/en/esri-demographics/data/tapestry-segmentation.html

Tenants

Explore unique outdoor offerings (e.g., open-air gym, etc.) that would offset their indoor working hours.


ENGAGEMENT WITH THE PORT

San Diego City residents at the tidelands. This engaged group spends the most time and money per visit of all the Member Cities. WHERE THEY ARRIVE FROM

83% home 11% work ACTIVITIES

31% walking/jogging 18% dining

Consider ways to cater to the after-work crowd, like Port-wide happy hours or sponsored networking events.

TIME SPENT

57% 2+ hours MONEY SPENT

$32.18 average 54% none

What might people be purchasing elsewhere that could be made available to them on the tidelands?

WHY THEY COME

13% quiet relaxing atmosphere WHAT THEY ENJOY MOST

13% dining 34 DRAFT

Source: True North Research. "Destination Visitor Survey." Destination Visitor Survey (N=1036) (July 2017)


Member Cities

San Diego City

National City

Chula Vista

Imperial Beach Coronado

Visitors

Tenants

35

Employees

DRAFT


36 DRAFT


Member Cities

San Diego City

San Diego City

Coronado National City Imperial Beach

National City

Chula Vista

Chula Vista

National City

Coronado Visitors

National City residents are a diverse group of families taking advantage of a budding, walkable community.1 Imperial Beach

Tenants

8,550

Square miles

People per square mile2

1 National City ranked first among SDC Cities. "Regional Walk Scorecard." Circulate San Diego. 2015. Web. 2 "2016 U.S. Gazetteer Files." United States Census Bureau. Retrieved Jun 28, 2017.

37 DRAFT

Employees

7.28


NATIONAL CITY

Residents at a glance. National City

Population

Member Cities

Next gen (<35 years)

44+5649+51

62K

56%

1.8M

Median household income

51%

Median age

30.8 years

34.6 years

Median home price

Homeowners

47+5358+42 INSIGHT

56% of National City residents are under the age of 35.

$39K

$67K

53%

Married

Homeowners

55+45 54+46 70+3055+45 45%

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46%

30%

45%

$358K

$505K

2022 population estimate

65K (.8%)

1.9M (Avg .8%)


Member Cities

NATIONAL CITY

San Diego City

The big picture: Young, diverse.

National City

National City residents have the lowest median age and income of the Member Cities, but benefit from the lowest rents and home prices.

Chula Vista

Fewer wheels.

National City residents are the least likely group (by over 10%) to have traveled in the past year (foreign or domestic travel).

National City residents are the least likely to own a car, with over 25% going without a personal vehicle.

Spanish spoken here.

Environmentally aware.

Ethnically diverse, National City residents are most likely to listen to Spanish entertainment (nearly 50%).

National City residents are most likely to believe that the government should focus more on environmental issues (33%), and 23% want to know how they can help.

Imperial Beach

No place like home.

Coronado Visitors Tenants

39 DRAFT

Employees

Pages 38-39 source: â&#x20AC;&#x153;ESRI Business Analyst.â&#x20AC;? ESRI | Mapping Software and Data, 2017, bao.arcgis.com/esriBAO/index.html


PARTS OF THE WHOLE

National City Segments: Young Hispanic families Top three segments: With a median age under 31, National Cityâ&#x20AC;&#x2122;s segments are young and over-index in Hispanic families.

Urban Villages

Las Casas 25%

22%

International Marketplace 18% 40 DRAFT


Member Cities

SEGMENT

San Diego City

Las Casas Over 4 of 10 people in the Las Casas segment were born abroad, and 1 in 3 have a member of their household who speaks only Spanish.

Median age

$37K Median household income

4.09

Chula Vista

They take pride in their personal style and try to stay on-trend with the latest fashions. Often, their spending reflects this desire, as well as their children’s needs. While being trendy is important to them, they are frequently challenged by financial constraints.

27.8

National City

A young, family-oriented group distinguished by multigenerational households.

Average household size

Many in the Las Casas segment are renting (64%) and overall they have a lower-than-average spend with little debt and little savings.

How can the Port provide better and increased face-toface assistance (e.g., outreach pop-up, weekly Q&A sessions)?

Coronado

Environmentally safe products and brand loyalty guide their purchases, but they are still open to new products and experiences. In fact, little surprises and delights may take the place of bigger desires that are out of reach.

Imperial Beach

Though they use technology, they don’t always rely on it. They still value face-to-face communication and personal connections.

KEY TAKEAWAYS:

• Multigenerational households

• Interests: Little delights, family

• They take pride in their personal style

Visitors

• Environmentally conscious

Tenants

How might we facilitate frugal waterfront discovery (e.g., daily itineraries within various price ranges, resident coupons)?

Employees

41 DRAFT


SEGMENT

Urban Villages Multigenerational, multicultural, and multilingual Hispanic families who take pride in their children and their homes. Urban Villages are young Hispanic (62%) families. Their households are diverse in all aspects, with people of several generations living together, and speaking multiple languages. With regard to education, half of those over 25 have a high school diploma and some college.

33.3 Median age

$58K Median household income

3.75 Average household size

70% of Urban Villages own their homes, with many maintaining a garden and yard. They carry credit cards but overall their banking is basic and their saving is more limited. Like Las Casas, Urban Villages are brand- and statusconscious. They pay attention to style and are consistently in pursuit of trends. Their trendiness spans categories—they are comfortable with technology and interested in the latest innovations.

How well do we meet the unique leisure needs of a multigenerational household?

In their leisure time, they are active and enjoy social events with their families. They enjoy going to water parks, playing/watching sports like soccer and softball, and going to clubs. Overall, Urban Villages are personal risk-takers who are open to trying new things across industries (fashion, tech, etc.). The support of close family and friends provides them the freedom to push boundaries and explore.

KEY TAKEAWAYS:

• Multicultural, multilingual, and multigenerational • Interests: Social events with family 42 DRAFT

• Personal risk-takers who are open to new things • Trend-focused

How might we feed their desire for new experiences via our communications (e.g., tideland event text alerts)?


Member Cities

SEGMENT

Despite working hard to get ahead, they face difficulties due to the high cost of living and the lack of tools available to them. Many are limited in mobility, given that 20% don’t have a vehicle or large discretionary spending funds.

Median age

$41K Median household income

3.04

Chula Vista

The International Marketplace segment is full of young, diverse families. The education level is relatively low, with nearly 30% of this group without a high school diploma. Almost 40% were born abroad, and a quarter of the households are linguistically isolated.

32.3

National City

Hardworking Hispanic families working to get ahead.

San Diego City

International Marketplace

Average household size

Imperial Beach

A significant majority rents (72%), and while their spending and saving levels are low, they often use any extra income to purchase products for their children. How can the Port provide more opportunities for small splurges?

Coronado

This segment is blending cultures: they stay connected to their roots through programs, sports teams, and music, but they also invest in the future by optimizing experiences for their children. Like the Las Casas segment, this group focuses on small splurges for the family, like theme parks, beach, soccer, and fast food in place of large tangible expenditures. However, they also spend on trendy clothing, as style matters to them, and acts as a connector to their world.

KEY TAKEAWAYS:

• High percentage of renters (72%)

• They invest in small splurges for the family

• Blending cultures in their day-to-day lives

Are there ways to connect them to the Port’s environmental efforts (possibly through their children)?

43 DRAFT

Employees

Pages 40-43 source: "ESRI Data | Tapestry Segmentation | Market Segmentation System.” ESRI | Mapping Software and Data, May 2017, doc.arcgis.com/en/esri-demographics/data/tapestry-segmentation.htm

Tenants

• Low saving and spending levels

Visitors

This segment believes in preserving the environment, and they value things that everyone can enjoy, regardless of their economic circumstances.


ENGAGEMENT WITH THE PORT

National City residents at the tidelands. They come for convenience and tranquility, and spend the least of all the groups. WHERE THEY ARRIVE FROM

83% home 11% work ACTIVITIES

36% walking/jogging 18% fishing

With so many multigenerational families, how can we attract and accommodate large groups?

TIME SPENT

50% <2 hours MONEY SPENT

50% <$14

How could we add value to visits without adding cost?

WHY THEY COME

34% live nearby 12% quiet atmosphere WHAT THEY ENJOY MOST

31% beautiful weather 44 DRAFT

Source: True North Research. "Destination Visitor Survey." Destination Visitor Survey (N=1036) (July 2017)


Member Cities

San Diego City

National City

Chula Vista

Imperial Beach Coronado

Visitors

Tenants

45

Employees

DRAFT


46 DRAFT


Member Cities

San Diego City

San Diego City

Coronado National City Imperial Beach

Chula Vista

Chula Vista

Chula Vista

National City

Coronado Visitors

Chula Vista is diverse and growing, with families that span the social and economic scale. Imperial Beach

Tenants

5,431

Square miles

People per square mile1

1 "2016 U.S. Gazetteer Files." United States Census Bureau. Retrieved Jun 28, 2017.

47 DRAFT

Employees

46.63


CHULA VISTA

Residents at a glance. Chula Vista

Population

Member Cities

Next gen (<35 years)

49+5149+51

270K

51%

1.8M

Median household income

51%

Median age

34.7 years

34.6 years

Median home price

Homeowners

47+5358+42 INSIGHT

Chula Vista is growing faster than any other Member City.

$68K

$67K

53%

Married

Homeowners

48+52 54+46 45+5555+45 52%

48 DRAFT

46%

55%

45%

$443K

$505K

2022 population estimate

286K (1.2%)

1.9M (Avg .8%)


Member Cities

CHULA VISTA

San Diego City

The big picture: Growing, diverse.

National City

Of all the Member Cities, Chula Vista has the second largest population and continues to grow.

Chula Vista

Chula Vistans feel their households are better off financially than they were a year ago. They also believe their finances will continue to improve, with 43% stating they will be wealthier a year from now.

Behind Coronado, Chula Vistans are most likely to attend religious services regularly (24%) and value American-made products (36%).

Family foodies.

Middle ground.

This group is the most likely to have eaten at a family restaurant in the past six months (75%).

Among the Member Cities, Chula Vista acts as the median, falling in the middle of the spectrum in a number of areas including community involvement, voting, and visiting attractions.

Coronado

God, flag, and country.

Imperial Beach

Outlook good.

Visitors Tenants

49 DRAFT

Employees

Pages 48-49 source: â&#x20AC;&#x153;ESRI Business Analyst.â&#x20AC;? ESRI | Mapping Software and Data, 2017, bao.arcgis.com/esriBAO/index.html


PARTS OF THE WHOLE

Chula Vista Segments: Across the spectrum. Top three segments: Chula Vista segments are widely distributed with regard to their demographic and sociographic makeup.

Boomburbs 28%

Urban Villages 14%

Southwestern Families 10%

50 DRAFT


Member Cities

SEGMENT

Average household size

Consider ways to partner with Boomburbs to support meaningful charities.

How might we entice Boomburbs to the bay through fitness? Tenants

While they now have longer commutes, they are willing to sacrifice for the tangible stability and quality of life they can provide for their families.

3.22

Visitors

They participate in a mix of personal and family-focused activities from golfing, swimming and biking to theme parks, water parks, and zoos. Physical fitness is a key priority for them. They are tech-savvy and often in the market for new products, but their connectivity is a source of tension as they try to stay focused for work and social obligations amid near-constant interruptions.

Median household income

Coronado

With a relatively high household income, this segment spends generously across a number of categories including entertainment, retirement, and charitable giving. They live in the moment but plan for the future. Overall, they feel comfortable financially, with debt at a level they feel is acceptable.

$105K

Imperial Beach

Most Boomburbs are homeowners (84%), with the majority paying off a mortgage. In fact, many are in Chula Vista because of their homes—having moved out of the city for better, spacious, more affordable housing. They feel they have earned this location, and are now focusing their money and energy on home-related goods and services like furnishing and remodeling.

Median age

Chula Vista

Over half of these married professionals are college graduates. They have traded up to newer, bigger housing, and are now just outside of the action, geographically.

33.6

National City

A growing market of young, educated, and affluent professionals who have recently moved to the suburbs.

San Diego City

Boomburbs

KEY TAKEAWAYS:

• Focused on making a home

• Trying to stay present 51 DRAFT

Employees

• Mixing personal and family-focused activities

• Living in the moment but planning for the future


SEGMENT

Urban Villages Multigenerational, multicultural, and multilingual Hispanic families who take pride in their children and their homes. Urban Villages are young Hispanic (62%) families. Their households are diverse in all aspects, with people of several generations living together, and speaking multiple languages. With regard to education, half of those over 25 have a high school diploma and some college.

33.3 Median age

$58K Median household income

3.75 Average household size

70% of Urban Villages own their homes, with many maintaining a garden and yard. They carry credit cards but overall their banking is basic and their saving is more limited. Like Las Casas, Urban Villages are brand-and statusconscious. They pay attention to style and are consistently in pursuit of trends. Their trendiness spans categories—they are comfortable with technology and interested in the latest innovations.

How well do we meet the unique leisure needs of a multigenerational household?

In their leisure time, they are active and enjoy social events with their families. They enjoy going to water parks, playing/watching sports like soccer and softball, and going to clubs. Overall, Urban Villages are personal risk-takers who are open to trying new things across industries (fashion, tech, etc.). The support of close family and friends provides them the freedom to push boundaries and explore.

KEY TAKEAWAYS:

• Multicultural, multilingual, and multigenerational • Interests: Social events with family

52 DRAFT

• Personal risk-takers who are open to new things • Trend-focused

How might we feed their desire for new experiences via our communications (e.g., tideland event text alerts)?


Member Cities

SEGMENT

This segment is comprised of young families that form the foundation of Hispanic life in the Southwest. Children are at the center of the household, and in some of these families, grandparents are caregivers.

$27K Median household income

3.17 Average household size

Imperial Beach

How can the Port better accommodate interested single parents (e.g., daycare at board meetings, online sessions)?

Coronado

This segment is fiscally challenged, carrying debt and credit card balances. Renters make up 45% of this population, and 55% are homeowners. Overall, this group tends to be budget-conscious, but they are still mindful of quality and attentive to environmental concerns. They also value functional items and purchase products that improve or organize their lives.

Median age

Chula Vista

Recent arrivals and older generations within this segment tend to be language-isolated. Many in the working-age population have blue-collar occupations in skilled work, building maintenance, and service jobs. They spend on the family and at-home entertainment, but some within the segment enjoy going to casinos or playing the lottery.

33.8

National City

Young Hispanic families: working-class married couples and single parents.

San Diego City

Southwestern Families

KEY TAKEAWAYS:

• Children are at the center of households

• Entertainment: TV & Spanish programming

• Grandparents are caregivers

Consider how well the Port communicates with Spanish-only speakers.

53 DRAFT

Employees

Pages 50-53 source: "ESRI Data | Tapestry Segmentation | Market Segmentation System.” ESRI | Mapping Software and Data, May 2017, doc.arcgis.com/en/esri-demographics/data/tapestry-segmentation.htm

Tenants

• Fiscally challenged with debt

Visitors

Southwestern families vary with regard to education: 30% have attended college and/or earned a bachelor’s degree whereas 40% have not completed high school. Television is a key source of entertainment for Southwestern Families, and they regularly watch Spanish programming.


ENGAGEMENT WITH THE PORT

Chula Vista residents at the tidelands. This diverse group enjoys being active and visiting the tidelands for many different reasons.

WHERE THEY ARRIVE FROM

90% home 64% visit with at least one other person

With so many visitors coming from home and with others, how could the Port cater to these small groups?

ACTIVITIES

39% walking/jogging TIME SPENT

86% stay over one hour WHY THEY COME

How might the Port enhance the Chula Vista residentsâ&#x20AC;&#x2122; bayside exercise experience?

29% beautiful weather 15% time with family and friends 12% trails/paths for exercise

54 DRAFT

Source: True North Research. "Destination Visitor Survey." Destination Visitor Survey (N=1036) (July 2017)


Member Cities

San Diego City

National City

Chula Vista

Imperial Beach Coronado

Visitors

Tenants

55

Employees

DRAFT


56 DRAFT


Member Cities

San Diego City

San Diego City

Coronado National City Imperial Beach

Imperial Beach

Chula Vista

Chula Vista

National City

Coronado Visitors

A young, mobile, and diverse group living in the Member City with the smallest land area. Imperial Beach

Tenants

6,604

Square miles

People per square mile1

1 "2016 U.S. Gazetteer Files." United States Census Bureau. Retrieved Jun 28, 2017.

57 DRAFT

Employees

4.16


IMPERIAL BEACH

Residents at a glance. Imperial Beach

Population

Member Cities

Next gen (<35 years)

45+5549+51

28K

55%

1.8M

Median household income

51%

Median age

32.3 years

34.6 years

Median home price

Homeowners

47+5358+42 INSIGHT

Imperial Beach has the highest percentage of renters.

$47K

$67K

53%

Married

Homeowners

58+42 54+46 73+2755+45 42%

58 DRAFT

46%

27%

45%

$419K

$505K

2022 population estimate

29K (.7%)

1.9M (Avg .8%)


Member Cities

IMPERIAL BEACH

San Diego City

The big picture: Mobile, independent.

National City

With lower home ownership and fewer married couples compared to other Member Cities, residents of Imperial Beach have fewer obligations weighing on them.

Chula Vista

Next to National City residents, those in Imperial Beach are least likely to have voted in the past election (38%).

Of all Member Cities residents, those in Imperial Beach are the least likely to follow a regular exercise routine (25%).

Feeling lucky.

Fewer puppy pals.

Imperial Beach residents are the most likely to have purchased a lotto ticket (37%) in the past year.

Imperial Beach residents are the least likely to have a dog in the household (33%).

Coronado

Unregimented.

Imperial Beach

Speak up.

Visitors Tenants

59 DRAFT

Employees

Pages 58-59 source: â&#x20AC;&#x153;ESRI Business Analyst.â&#x20AC;? ESRI | Mapping Software and Data, 2017, bao.arcgis.com/esriBAO/index.html


PARTS OF THE WHOLE

Imperial Beach Segments: The socioeconomic spectrum. Top three segments: Imperial Beach segments run the gamut with regard to their demographic and sociographic makeup.

International Marketplace 23%

Metro Fusion 18%

Bright Young Professionals 16%

60 DRAFT


Member Cities

SEGMENT

Despite working hard to get ahead, they face difficulties due to the high cost of living and the lack of tools available to them. Many are limited in mobility, given that 20% don’t have a vehicle or large discretionary spending funds.

Median age

$41K Median household income

3.04

Chula Vista

The International Marketplace segment is full of young, diverse families. The education level is relatively low, with nearly 30% of this group without a high school diploma. Almost 40% were born abroad, and a quarter of the households are linguistically isolated.

32.3

National City

Hardworking Hispanic families working to get ahead.

San Diego City

International Marketplace

Average household size

Imperial Beach

A significant majority rents (72%), and while their spending and savings levels are low, they often use any extra income to purchase products for their children. How can the Port provide more opportunities for small splurges?

Coronado

This segment is blending cultures: they stay connected to their roots through programs, sports teams, and music, but they also invest in the future by optimizing experiences for their children. Like the Las Casas segment, this group focuses on small splurges for the family, like theme parks, beach, soccer, and fast food in place of large tangible expenditures. However, they also spend on trendy clothing, as style matters to them, and acts as a connector to their world.

KEY TAKEAWAYS:

• High percentage of renters (72%)

• They invest in small splurges for the family

• Blending cultures in their day-to-day lives

Are there ways to connect them to the Port’s environmental efforts (possibly through their children)?

Tenants

• Low saving and spending levels

Visitors

This segment believes in preserving the environment, and they value things that everyone can enjoy, regardless of their economic circumstances.

Employees

61 DRAFT


SEGMENT

Metro Fusion Young, diverse, hard-working residents who are dedicated to advancing their professional and social lives. This segment is an ethnically diverse (some do not speak fluent English) group of singles (25%) and young families (a quarter are single-parent families). While their overall education level is low, many are focused on putting in the time—working weekends or multiple jobs in order to get ahead.

28.8 Median age

$33K Median household income

2.63 Average household size

Many of these individuals are very mobile, with three out of four renting. Additionally, they will switch jobs and locations in pursuit of a better life. While they do not own homes, they instead rely on family and friends to keep them feeling grounded. Social status is important and many exhibit their status through tangibles (clothing, accessories, and gadgets). They therefore tend to spend money on what’s trending, unless they are saving for something specific. They take pride in their appearance and strive to be ontrend, sticking with a few key designer brands that are recognizable and that they love.

Consider ways the Port can help this group put down roots and feel more connected to their city/bay.

Because of their busy lives and work schedules, they seek convenience. When they do have free time, they unwind with popular shows, music, and sports.

KEY TAKEAWAYS:

• Working weekends or multiple jobs in order to get ahead • Highly mobile with 75% renting

62 DRAFT

• Convenience is a way of life • Spend money on what’s trending

How might the Port improve physical and digital convenience to accommodate the Metro Fusion segment?


Member Cities

SEGMENT

This group is tech-savvy and often has the latest gadgets to stay connected with friends and work. They are concerned about the environment and that concern influences their purchases.

Median household income

2.40 Average household size

How might the Port further cater to Millennials (e.g., 90s movie nights, under-35 networking events, etc.)?

Coronado

Bright Young Professionals want entertainment and don’t like wasting time or opportunities. They are out and about and spend their free time away from home, dining out often. They also frequently go to bars, clubs, and concerts. On-the-go and active, they participate in a variety of sports and other activities.

$50K

Imperial Beach

They live in the moment but think about the future and are beginning to prepare for it. Overall there isn’t a lot of tension in their lives—they are effectively balancing work, play, and spending.

Median age

Chula Vista

Bright Young Professionals are exactly as described: they are young, educated (over 75% have some college) and working. They are mostly comprised of couples, but are also over-index in singles and single-parent households. A little over half are renters (56%). Given that they are on the way up, they have a lower net worth.

32.2

National City

Active, educated, working professionals­­— a third of whom are under the age of 35.

San Diego City

Bright Young Professionals

Visitors

KEY TAKEAWAYS:

• Live in the moment but think about the future

• Connected with friends and work

• Limited tension

• Interests: Being active, sports

63 DRAFT

Employees

Pages 60-63 source: "ESRI Data | Tapestry Segmentation | Market Segmentation System.” ESRI | Mapping Software and Data, May 2017, doc.arcgis.com/en/esri-demographics/data/tapestry-segmentation.htm

Tenants

Consider optimizing Port interactions that Bright Young Professionals may consider inefficient?


ENGAGEMENT WITH THE PORT

Imperial Beach residents at the tidelands. Residents value the proximity and convenience of the tidelands, and the opportunity to fish the bay. WHERE THEY ARRIVE FROM

90% home 57% come alone ACTIVITIES

38% walking/jogging 25% fishing off the pier

With 9 out of 10 IB residents staying close to home, can we crossmarket other tideland locations?

TIME SPENT

62% <2 hours MONEY SPENT

$15.45 average (second lowest mean spend) WHY THEY COME

38% proximity to home

How can the Port further support and celebrate fishing (e.g., rewards, recognition, etc.)?

WHAT THEY ENJOY MOST

12% fishing 64 DRAFT

Source: True North Research. "Destination Visitor Survey." Destination Visitor Survey (N=1036) (July 2017)


Member Cities

San Diego City

National City

Chula Vista

Imperial Beach Coronado

Visitors

Tenants

Employees

65 DRAFT


66 DRAFT


Member Cities

San Diego City

San Diego City

Coronado National City Imperial Beach

Coronado

Chula Vista

Chula Vista

National City

Coronado

Small and established, Coronado is the most affluent of all the Member Cities.

Visitors

Imperial Beach

Tenants

3,273

Square miles

People per square mile1

1 "2016 U.S. Gazetteer Files." United States Census Bureau. Retrieved Jun 28, 2017.

67 DRAFT

Employees

7.93


CORONADO

Residents at a glance. Coronado

Member Cities

Population

Next gen (<35 years)

47+5349+51

26K

53%

1.8M

Median household income

51%

Median age

32.6 years

34.6 years

Median home price

Homeowners

47+5358+42 INSIGHT

Coronado has the smallest population among the Member Cities.

$100K

$67K

53%

Married

Homeowners

53+47 54+46 63+3755+45 47%

68 DRAFT

46%

37%

45%

$1M

$505K

2022 population estimate

27K (.6%)

1.9M (Avg .8%)


Member Cities

CORONADO

San Diego City

The big picture: Comfortable, settled.

National City

Coronado has the lowest growth rate, but the city is still coming of age, with over half the population (53%) under 35.

Chula Vista

More than any other Member City, residents of Coronado are more likely to state that buying American is important to them (47%).

Coronado residents are more likely to consistently exercise (37%) and try to eat healthy (49%).

Polarized politically.

Involved.

Coronado is divided, with the highest numbers of those self-identifying as liberal (25%) and conservative (35%) among all the Member Cities.

Coronado residents are much more likely to vote (55%), attend a public meeting (20%), or serve on a committee for a local organization (10%) than their Member City counterparts.

Coronado

Focus on wellness.

Imperial Beach

American-made.

Visitors Tenants

69 DRAFT

Employees

Pages 68-69 source: â&#x20AC;&#x153;ESRI Business Analyst.â&#x20AC;? ESRI | Mapping Software and Data, 2017, bao.arcgis.com/esriBAO/index.html


PARTS OF THE WHOLE

Coronado Segments: Upper echelon of age and income. Top three segments: Coronado segments are stable, and content with the financial and social lives they have created.

In-Style 21%

Exurbanites 36% 70 DRAFT

Golden Years 17%


Member Cities

SEGMENT

Median household income

2.48 Average household size

Is there an opportunity for a Port-sponsored Member City pride program to generate fun competition?

Coronado

As seasoned travelers, they have had a lot of experiences and have participated in a range of activities. In some cases, this means that they may be difficult to impress.

$98K

Imperial Beach

This is the me-time phase of life. This group knows who they are and what they want, and they don’t have to compromise. They are proud of their sense of style, accomplishments, homes, and communities. They are involved in local activities and events, and donate both their time and money.

Median age

Chula Vista

Exurbanites are married, educated (80% with some college and 50% with a bachelor’s degree), social, and hardworking. Well-off financially, the majority (85%) owns a home. Having saved for retirement throughout their lives, they are close to enjoying the fruits of their labor.

49.6

National City

This large market of empty nesters is approaching retirement but showing no signs of slowing down.

San Diego City

Exurbanites

They strive to stay fit, healthy and young, placing value on natural and organic products, and consistently seeking out healthy choices.

• Pride in their style, home, and accomplishments

What programs targeting active empty nesters might the Port offer (e.g., adult fitness classes, cooking groups)?

Tenants

KEY TAKEAWAYS:

Visitors

On-the-go Exurbanites want to stay active, and they schedule their time so they don’t lose momentum. They still like to travel and want to participate in new experiences. This drives their desire to stay close to the city, as it’s the urban link that keeps them connected and feeling young.

• Seasoned travelers • Active, social, and scheduled

71 DRAFT

Employees

• In the me-time phase of life


SEGMENT

In-Style Professional couples and singles without children—embracing an urbane lifestyle. This segment is comprised of households of professional couples and singles who are well educated (75% some college, 46% bachelor’s degree), well insured, and well invested consumers. They are an affluent market workforce and are typically supported by two incomes, supplemented by investments. These individuals are planners, and they are savvy across a number of areas, particularly finances and technology. They are always connected and take full advantage of being mobile. While they make a good living, they are careful with money and often use coupons on their mobile devices. Although they are cautious planners, they still yearn for new experiences—like learning something new in an area that interests them. The city life affords them that enrichment close to home. This segment has time to focus on their homes and interests, and they do so without guilt—feeling as though they’ve worked to earn it. They support the arts, love to travel, and are avid readers. Most (69%) of In-Style consumers own a home, which they view as an integral part of their personal style.

KEY TAKEAWAYS:

• Education, insurance, and investments • Dual incomes

72 DRAFT

• Savvy planners • Love to learn through travel, reading, and the arts

41.1 Median age

$66K Median household income

2.33 Average household size

How might the Port offer the In-Style segment something entertaining that is also educational?

Can we explore opportunities to engage this group online like offering beacon coupons or other mobile incentives?


Member Cities

SEGMENT

San Diego City

Golden Years

Physical health is a focus and they are looking to maximize enjoyment and stay healthy. In doing so, they prioritize leisure and hobbies or activities that intersect with exercise.

• Spend on healthcare, recreation, and entertainment

• Seek activities that combine fun and exercise

Average household size

How might the Port help this group participate in new experiences (e.g., activity passport, online community membership)?

Consider creating Port activities that may fulfill their desire to combine leisure with exercise (e.g., active scavenger hunts for adults)?

73 DRAFT

Employees

Pages 70-73 source: "ESRI Data | Tapestry Segmentation | Market Segmentation System.” ESRI | Mapping Software and Data, May 2017, doc.arcgis.com/en/esri-demographics/data/tapestry-segmentation.htm

Tenants

• Active social lives: Travel, museums, and concerts

• A growing segment

2.05

Visitors

KEY TAKEAWAYS:

Median household income

Coronado

Many of these individuals are connected, but they still keep a landline. They often see a cellphone as a convenience rather than a necessity.

$61K

Imperial Beach

This group is focused on maximizing their enjoyment. Less cautious than in their earlier years, they are now open to trying new things. Many are retired and are interested in what they want. They have active social lives, travel often, and attend concerts and museums.

Median age

Chula Vista

The Golden Years segment is a small but growing segment that over-indexes in single-person households and empty nesters. They are well educated, with 72% having attended some college, and 20% with graduate degrees. While some are still in the work force, most are retired (30% are 65+) and/or collecting investment income. They spend the majority of their income on healthcare, recreation, entertainment, and professional services for their home (64% are homeowners).

51

National City

Independent, active seniors nearing the end of their careers or already in retirement.


ENGAGEMENT WITH THE PORT

Coronado residents at the tidelands. This group takes part in a variety of activities, but they don’t spend much time or money at the bay. WHERE THEY ARRIVE FROM

90% home ACTIVITIES

47% walking/jogging TIME SPENT

80% <2 hours

Coronado residents don't spend much time at the tidelands. How might we extend their experience?

MONEY SPENT

Median spending WHY THEY COME

90% proximity to home

Coronado residents stay close to home, spending less than their incomes would suggest. Could a “Port Passport” entice them to explore?

WHAT THEY ENJOY MOST

14% trails/paths for exercise and the view 74 DRAFT

Source: True North Research. "Destination Visitor Survey." Destination Visitor Survey (N=1036) (July 2017)


Member Cities

San Diego City

National City

Chula Vista

Imperial Beach Coronado

Visitors

Tenants

75

Employees

DRAFT


76 DRAFT


Member Cities

San Diego City

San Diego City

Coronado National City Coronado Visitors

With its weather, beaches, and attractions, San Diego draws visitors from all over the world each year. And while the tidelands are a destination for many, a comparison of the typical tideland and San Diego visitors reveals considerable opportunity for the Port to grow its visitorship.

Imperial Beach

Visitors

Chula Vista

Chula Vista

National City

Imperial Beach

Tenants

11.3M

San Diego visitors per year

Tideland visitors per year1

1 "2016 U.S. Gazetteer Files." United States Census Bureau. Retrieved Jun 28, 2017.

77 DRAFT

Employees

34M


VISITORS

Coming to the tidelands. San Diego visitor

Visitors per year

Tideland visitor

Median household income

34.3M 34M

$82,700

11.3M

$94,100

Tidelands are capturing an estimated 33% of SD visitors.

Tideland visitors have a higher median HHI.

Median age

Next-Gen (<35 years)

37 years

42 years

On average, the tideland visitor is 5 years older.

78 DRAFT

53+4763+37 47%

37%

Fewer Next-Gens are coming to the tidelands, especially those under 18.


Member Cities

Nevada 2.6%

Visiting from 51.7%

6.4%

6.4%

NorCal International

41.4%

8%

SoCal

NorCal

17.5%

Arizona

7.7%

International

Arizona

14.5%

San Diego City

SoCal

18.4%

Other

22.4%

National City

Other Nevada 3%

A lower percentage of SoCal and NorCal visitors are coming to the tidelands.

63%

33%

Pleasure/Vacation

Special Event 2%

7%

Visit friends/relatives

Convention/Meeting

Chula Vista

Business 5%

Top 5 reasons to visit

Business 6% 27%

Pleasure/Vacation

16%

Visit friends/relatives

Convention/Meeting

Special Event 1%

Not surprisingly, conventions/meetings are a larger driver for tidelands visitors.

Traveling adults <45 years with children

86%

12%

Leisure

Business

21%

Business

21%

11%

While the tidelands are capturing more older couples, there is a missed opportunity with young parents and children.

79 DRAFT

Employees

Pages 78-79 source: CIC Research (Commissioned by SDTA). "San Diego Visitors Survey." (N=4011), Nov. 2016. Tideland visitor data is an estimation. Due to the set-up of the survey, a margin of error cannot be factored since the sampling wasnâ&#x20AC;&#x2122;t set up to account for tideland visitors.

Tenants

The tidelands are more frequented by business travelers.

79+2189+11

Visitors

Leisure

78%

Coronado

Visiting for

Imperial Beach

64%


THOUGHT STARTERS

1. Does the data align with the people you see when you are on the tidelands?

2. What would you highlight in order to attract a younger demographic to the tidelands?

80 DRAFT


Member Cities San Diego City

3. How might the Port better accommodate and entice young families?

National City Chula Vista Imperial Beach Coronado

4. What additional information do you think would be helpful for the Port to explore with regard to the tidelands visitor?

Visitors Tenants Employees

81 DRAFT


Tenants There are nearly 800 businesses on the tidelands in a wide variety of areas and industries: manufacturing, shipbuilding and repair, shipping and trade, cruise ships, marinas and yacht clubs, energy, retail, aerospace and the airport, commercial and sport fishing, and hospitality including hotels and restaurants.1

82 DRAFT

1 "2016 U.S. Gazetteer Files." United States Census Bureau. Retrieved Jun 28, 2017.


Member Cities

Who are our tenants? (Land and water acreage use by industry)

Marina, sport fishing, yacht clubs

9%

9%

6%

Hotels/motels

Maritime

Recreation, leisure, attractions

1%

1%

1%

Parking lot

Specialty retail

Storage/warehouse

1%

0%

2%

Restaurant

Fuel service/sales

Office premise

HOW LONG ARE LEASES?

Organizations must be in one of these approved categories in order to be a tidelands tenant.

The Port Act also determines the length of lease within each of these categories. The maximum license for any lease on the tidelands is 66 years.

Visitor-serving retail and restaurants

Hotels: 40­− 66 years

Marinas/water-dependent use

Marinas: 40 years

Hotels and ancillary use

Restaurants: 20−40 years

Other commercial recreational use

Retail: 30−45 years

Maritime industrial

Shipyard/industrial: 50 years

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Employees

Not residential or general office

Tenants

Visitors

WHO CAN BE A TENANT?

Coronado

Industrial

Imperial Beach

Convention center, airport

Chula Vista

18%

National City

23%

San Diego City

31%


TENANTS

Business-to-consumer. Many of the Port’s tenants directly serve the public, making their customers our customers. These B2C tenants include a mix of hotels, restaurants, marinas, and attractions—many of whom have a long history with the Port.

2

3

museums

retail centers

USS Midway: Opened in 2004 and attracts over 1M+ visitors annually.

Seaport Village: Opened in 1980 and includes 50+ shops and 17+ eateries.

Maritime Museum: Opened in 1948 and attracts over 225K+ visitors annually.

Headquarters: Opened in 2013 and has served as headquarters for San Diego police for nearly 50 years. Coronado Ferry Landing

75

restaurants

hotels

Offering 13,500+ seats.

Offering 8,000+ rooms.

25

1

marinas, yacht clubs & sportfishing landings Offering 7,500+ slips.

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17

airport The San Diego International Airport is a tenant of the Port. While we built and ran the airport for 40 years, it became its own entity in 2003—the San Diego County Regional Airport Authority.


Member Cities

TENANTS

San Diego City

Business-to-business. A number of B2B companies are at the tidelands as well, including our marine cargo and shipbuilding partners.

3

Nassco is the largest tideland tenant and one of the oldest. On the tidelands since 1959, the company builds and repairs ships, employing ~4,700 people with an additional 1,000 independent contractors.

Tideland shipyards provide a full range of services and crucial support to the United States Navy.

Full-service boat haulout facilities and marine ports and service facilities are located throughout the tidelands.

2

Tenants

Dole Fresh Fruit brings in 185M bananas a month via the Portâ&#x20AC;&#x2122;s Tenth Avenue Marine Terminal.

boat repair facilities

Visitors

Pasha Automotive Services processes ~450,000 imported vehicles per year out of the Portâ&#x20AC;&#x2122;s National City Marine Terminal.

9

Coronado

cargo terminals

Imperial Beach

shipyards

Chula Vista

industrial enterprises

2

National City

30+

cruise terminals

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Employees

The two cruise ship terminals welcome over 260,000 passengers each year. Cruise lines docking in San Diego include Celebrity, Disney, Holland America, Oceania and Princess.


THOUGHT STARTERS

1. What information about tideland tenants do you think would help the Port better serve this customer group?

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Member Cities San Diego City

2. If you could ask the Portâ&#x20AC;&#x2122;s tenants one question, what would you want to know?

National City Chula Vista Imperial Beach Coronado

3. What are your hypotheses about Port tenant delighters and pain points?

Visitors Tenants Employees

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Employees The Portâ&#x20AC;&#x2122;s 550+ employees are spread across a variety of departments and divisions, with those centered on public safety (Harbor Police Department) and public service (general services, maintenance workers, groundskeepers) making up nearly 50% of the staff.

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Member Cities

Who works here?

4%

4%

IT

Maritime

Financial services

4%

3%

3%

Real estate

Office of the District Clerk

Exec offices

3%

2%

2%

Development services

Human resources

Marketing & comms

2%

2%

1%

Environmental protection

Waterfront arts & activation

Real estate & development services

1%

1%

1%

Government & civic relations

Environmental conservation

ES&I

1%

0%

0%

Energy

Attractions & advertising

Aquaculture

Tenants

5%

Visitors

Engineering/ construction

Coronado

General services

Imperial Beach

HPD

Chula Vista

6%

National City

16%

San Diego City

30%

Employees

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EMPLOYEES

A wide-ranging workforce. The Port provides a variety of jobs across a number of departments, creating a diverse employee base with a wealth of knowledge.

560+ employees

hourly employees

45.9

36.5

The median age of our workforce is over a decade older than the average median age of our Member Cities, highlighting the importance of incorporating external input into Port decisions.

90

salaried employees

Of the 81K business establishments in San Diego County, fewer than 1% have over 500 employees,1 which puts the Port of San Diego in a small but mighty category within the region. Very few organizations rival the range of industries, activities, and responsibilities that the Port of San Diego manages.

median age

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203

357

median age of employees hired in the past two years

1 Census Fact Finder. https://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk


Member Cities San Diego City

female employees

80+

Visitors

average years employees have worked at the Port

215

Coronado

10.1

male employees

Imperial Beach

20% of our workforce is part of the next generation (under 35 years).

345

Chula Vista

Next-generation employees

National City

111

veterans

~14% of our workforce has served in the military, which is nearly double the San Diego County average. Tenants Employees

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THOUGHT STARTERS

1. What does the median age of the Portâ&#x20AC;&#x2122;s workforce tell you? What advantages and challenges do you see with this demographic?

2. What additional employee data would be helpful to have in order to best serve the Portâ&#x20AC;&#x2122;s workforce?

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Member Cities San Diego City

3. Did any of the information in this book surprise you? Why?

National City Chula Vista Imperial Beach Coronado Visitors Tenants

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Employees

The content of this workbook does not represent any plans, projects, positions, initiatives, or other efforts presently being undertaken by the Port of San Diego. The content of the workbook has not been vetted or studied for viability, legality, conformance with entitlements, or for environmental or other impacts. This workbook has not been presented to or endorsed by the Board of Port Commissioners.


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