In Port Angeles, Washington, local businesses faced economic challenges similar to other businesses across the U.S. To help them weather the storm, city and community leaders created a multi-faceted “Choose Local” campaign that encouraged residents to spend their dollars in town, rather than drive to surrounding areas to purchase products and services. A key part of the campaign was gaining a better understanding of the city’s 19,000 residents and tens of thousands of Canadian tourists. City leaders asked Buxton to analyze oceans of data and deliver a watertight solution.

GAIN GROUND HELPING BUSINESSES

IN A WATERFRONT CITY

First, the type of people who lived in and visited Port Angeles were identified, and in-depth psychographic profiles of Port Angeles citizens were created. Also profiled were the many Canadian tourists who visited the city. The dominant market segments for each were identified, resulting in a much clearer picture of residents and tourists.

A retail leakage/supply analysis that focused on the retail and restaurant sector was also performed. Did the current mix of retailers and restaurants meet the needs of residents and tourists? And how much money was Port Angeles losing annually by not meeting these needs?

Finding out what residents and tourists were purchasing was another key step. Consumer propensity reports revealed – in amazing detail – the purchase patterns, media consumption habits and lifestyle choices of the key target markets.

WHO ARE THEY?WHAT ARE THEY BUYING? AND wHERE ARE THEY BUYING IT?

CLIENT:

DESCRIPTION:

WATERFRONT CITY ON THE OLYMPIC PENINSULA; ISOLATED WITH A RURAL FEEL AND URBAN DENSITY

“Through Buxton, we received data that really empowers our business owners. Now they can make more informed decisions about what products and services to offer.”

Nathan West Director, Community & Economic Development City of Port Angeles

Like in many cities, budgets are tight in Port Angeles. City leaders needed a cost-effective way to get this valuable new information to businesses. The solution? An innovative partnership with Peninsula College.

Overseen by faculty members from the college’s Entrepreneur Institute, student interns from the Bachelor of Applied Science program meet with local businesses, discuss their needs in detail and offer data-based solutions. Through the program, businesses can learn the purchasing habits and lifestyles of their current and potential customers, find out what’s being bought outside the community, and modify their product/service mix to boost traffic and revenue.

All of the data is loaded into SCOUT®, Buxton’s web-based data analytics tool, making it accessible on personal computers and mobile devices 24 hours a day.

FERRYING

TO THE PEOPLE WHO NEED IT MOST.

DATA

A wide range of businesses has taken advantage of the program, including a local department store, restaurant, financial advisor, marketing firm and touring company. The program is in its early stages, but businesses have responded very positively to this new, high-tech tool to increase profits.

As the city makes plans for a multi-million-dollar waterfront project, this data is certain to play a key role in understanding – and meeting – the needs of both residents and tourists.

The City of Port Angeles has prioritized taking a balanced and multi-dimensional approach that enhances our existing businesses and provides us with an additional edge to help new businesses choose Port Angeles.

For more information, call us at 1-888-2BUXTON (888-228-9866),visit www.buxtonco.com or email us.

SMOOTHER SAILINGAHEAD