New ew Rochelle, helle, New ew York Unde derstanding anding - PowerPoint PPT Presentation

New ew Rochelle, helle, New ew York Unde derstanding anding & Insig sights hts Pre resent sentation ation – Febr bruar uary y 6, 2015 1

Your brand is what they say about you when you are not around. Branding is what you do about it. 2

Community Understanding Competition Consumer Insights Evaluation You are Here Imagination Brand Identity (including logo & line) & Brand Action 3

RE RESE SEAR ARCH CH IN INSTRUME UMENT NTS Community Consumers Competition Tapestry Profiling Competitive Analysis Research & Planning Audit (Regional) Competitive Positioning Communication Audit Perception Study Review Situation Analysis (Qualitative) Perception Study Familiarization Tour - Regional tourism and (Qualitative) Key Stakeholder Interviews economic development - Regional tourism and Stakeholder Focus Groups professionals economic development Undercover Interviews Consumer Awareness & professionals Vision Survey Perception Study Consumer Awareness & Community Survey (Quantitative) Perception Study Brand Barometer Online Brand Monitoring (Quantitative) Tapestry Profiling Top Business Prospects (Residents)

Understanding Resident Promotion of the Brand Community nity Bra rand d Baro rometer eter On a scale of 1 to 10 with 1 being "not at all likely" and 10 being "extremely likely,” how likely would you be to recommend [living ing in, condu ducting ting busine ness s in, visiting ting] New Rochelle to a friend or colleague? Livi ving: just behind the national average Visi siti ting ng: lagging behind the national average Conduct ucting ing busi sines ess: significantly behind the national average 5

Community Community Leader Perceptions How pe people ple in How outs tside iders s actu tuall ally y How pe people ple in New Roc oche helle e t think nk desc de scribe ribe New Roche helle: le: New Roc oche helle e de desc scribe ribe DESCRIBE NEW ROCHELLE outs tside iders de desc scrib ribe e the th e communi mmunity ty: How woul uld d outsid tsiders rs describe ribe New Roche hell lle? th the e communi unity ty: • Suburb of New York City “A small city, close to Manhattan.” o “I believe most visitors would describe it as a quaint city which is conveniently located to NYC with a lot to offer. o However most people I encounter do not list it as their first choice to live because of the lack of shopping and rating Inferior to other Home to New Roc City Diverse of the schools in comparison to Eastchester, Scarsdale and Mamaroneck, etc.” Westchester communities Place to earn a degree Lack of retail • Centrally located “A medium sized city without much retail.” o Home to New Roc City Diverse Stagnant “…struggling for a shopping presence.” o Divided Centrally located Divided “A nice place to live, but not to shop or recreate.” o Unsafe Great family town • Diverse population and mix of socioeconomic statuses Family-oriented “Either wonderfully diverse or too diverse.” o Diverse Far away Beautiful waterfront “Very wealthy with pockets of tough neighborhoods.” o Suburb “In affluent or less diverse parts of Westchester, it is seen as a large city, with maybe too many socioeconomic and o ethnic groups, and both attractive and less desirable neighborhoods/areas.” Lacking Retail 6

Voices from the Research “It’s a great place to raise a family. Schools are diverse, and it’s a good place to meet the real world. There is a beautiful shoreline, unfound in other communities. Diversity in housing and people makes it a great place.” “New Rochelle has a crisis of identity.” “Some businesses and institutions tell folks to get off I - 95 in Larchmont so they don’t see ugly city entrances.” “We need a long term strategy and growth plan.” “There’s an incredible community with incredible resources, some of which are under realized by many of the people who live there. But when you live in the same community for decades, change is anxiety producing” “Feels like the wheels of opportunity jumped right over New Rochelle and went to Port Chester.” “Play up parks and waterfront. The waterfront – it’s crazy it’s not developed. The city has to decide that it’s going to move ahead and ignore the naysayers who are unhappy and cause problems and just do something to be a city’s jewel. Any other community would be making the most of it.” “I don’t think New Rochelle is on many people’s mind. I don’t know that anyone is talking about it to be honest.” “Very diverse and multicultural. People love that. A snapshot of the real world, not some homogenous suburb .” 7 “New Rochelle is throwing darts at the wall. There is no plan.”

In Insights ights Conclusions based on research 8

AFFORDABILITY 9

Property Tax in Westchester County Property Tax Rate Per $1,000 $40.00 $37.07 $35.00 $28.85 $30.00 $27.53 $25.27 $24.98 $23.84 $25.00 $22.89 $21.25 $20.14 $20.00 $15.00 $10.00 $5.00 $0.00 MOUNT EASTCHESTER PORT WHITE PLAINS NEW MAMARONECK LARCHMONT SCARSDALE YONKERS VERNON CHESTER ROCHELLE New Rochelle Ranks 5th Source: See Through New York k Proper perty y Tax Calculator, , 2012 scores http://seethroughny.net/benchmarking-ny

Property Tax in Westchester County Property Tax Rate per 1000 EST Tax on a $500,000 Home MOUNT VERNON $37.07 $18,535.00 EASTCHESTER $28.85 $14,425.00 PORT CHESTER $27.53 $13,765.00 WHITE PLAINS $25.27 $12,635.00 NEW ROCHELLE $24.98 $12,490.00 MAMARONECK $23.84 $11,918.75 LARCHMONT $22.89 $11,445.00 SCARSDALE $21.25 $10,625.00 YONKERS $20.14 $10,070.00 Source: See Through New York k Proper perty y Tax Calculator, , 2012 scores http://seethroughny.net/benchmarking-ny

Westchester County Cost of Living Index Cost of Living Index (100.0 is National Average) 165.4 166 164 162.4 161.9 161.6 162 160.3 159.7 159.3 160 158.8 158.4 158 156 154 Source: Cit City-Data, , March 2012 Scores http: p:// //www ww.c .city-da data.c .com/ (numbers derived from C2ER)

SINGLE FAMILY HOMES

Single Family Homes: Square Mile Single Family Homes per Square Mile 2500.0 2010.7 2000.0 1486.4 1382.0 1500.0 1202.0 996.1 1000.0 862.3 797.9 706.5 442.6 500.0 335.7 0.0 Source: 2009 09-201 2013 3 American can Commun munity ty Surv rvey y 5-year ear esti timate mates, s, Censu sus data ta Usfactfinder.census.gov

Single Family Homes: Per Capita Single Family Homes per Capita 0.35 0.31 0.30 0.27 0.25 0.21 0.19 0.20 0.18 0.15 0.15 0.13 0.12 0.12 0.10 0.10 0.05 0.00 Scarsdale Larchmont Mamaroneck Eastchester Westchester New Rochelle Mount White Plains Port Chester Yonkers Vernon Source: 2009 09-201 2013 3 American can Commun munity ty Surv rvey y 5-year ear esti timate mates, s, Censu sus data ta Usfactfinder.census.gov

DIVERSITY

Westchester County Diversity Two or More races 100.00% 90.00% Some other race 80.00% Native Hawaiian and Other 70.00% Pacific Islander Asian 60.00% 50.00% American Indian or Alaska Native 40.00% Hispanic or Latino (of any race) 30.00% Black or African American 20.00% 10.00% White 0.00% Source: 2009 09-201 2013 3 American can Community ty Survey ey 5-yea ear estima mates, tes, Censu sus data Usfactfinder.census.gov

New ew Roch chelle elle struggl uggles es to stand nd out. t. 18

“My husband gets in his Manhattan office faster from New Rochelle than he did when we lived in Manhattan .” Onsite Interview STRATEGIC LOCATION 19

“We all want improvement. We just need to make our efforts cohesive.” Onsite Interview INVOLVED COMMUNITY

“The RDRXR development is very positive and a bold step the city has undertaken. It is one of the most exciting things happening in Westchester County, let alone in New Rochelle .” Perception Study ATTITUDE 21

RICH HISTORY “We don’t know our history.” Onsite Interview 22

TALENT 23 “Have you seen the art coming out of that school?” Focus Group

“Show me where you have partnered with your higher education institutions and you will demonstrate your commitment to talent and economic health and development.” CONTENT 24

Why is New Rochelle so prolific? 25

Permission to believe. 26

Gallup Poll: The most important aspects motivating people to connect and attach themselves to their community are: social offerings welcoming nature attractive appearance

“New Rochelle is like a mosaic that creates this gorgeous collage.” In Market 28

New Rochelle Strategic Brand Platform Strategic direction, informed by the research Internal statement, meant for stakeholders Not an emotional or creative statement Narrows all findings into a succinct statement Foundational statement used as we move into the creative process 29

New Rochelle, New York Strategic Brand Platform For those seeking their ideal, any ideal, Target Audience: New Rochelle, just 30 minutes from the heart of Frame-of-Reference: Manhattan and everywhere within reach, is where a heritage of originality, refreshed Point-of-Difference: perspectives, and a culture of inclusion, inevitably creates New York’s next great place. Benefit: 30