HomeMy WebLinkAbout02/02/2013 - Minutes .
� � � Renton Library Advisory Board �
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Retreat Minutes
City Hall, Council Conferencing Center
February 2, 2013 "'9:00 a.m.
I. CALL TO ORDER
Chair Lynne King called the retreat to order at 9:05 a.m.
In Attendance
Members: Laurie Beden, Lynne King, Catherine Ploue-Smith, Suzi Ure
City of Renton Staff: Terry Higashiyama, Peter Renner, Diane Wagner
KCLS Staff: Angelina Benedetti
Excused
Member: Erica Richey
I1. APPROVAL OF AGENDA
A motion was made by Suzi Ure, seconded by Laurie Beden,to approve the agenda. All were .
in favor, motion carried, agenda approved.
III. REVIEW BYLAWS
Suzi Ure made a motion, seconded by Laurie Beden,to approve the Bylaws as written. All
were in favor, motion carried, Bylaws accepted with no changes.
IV. KING COUNTY SOFTWARE REVIEW
Angelina Benedetti gave a presentation about Community Connect. Community Connect is a
set of web-based tools that uses data and maps to understand service areas, patrons, and
community conditions that impact library service strategies related to collections, programs,
technology,facilities, marketing and outreach. The presentation targeted the Renton area
ard was very informative.
V. 2013 GOALS
The Board listed and reviewed goals for 2013. The goals include:
Increase patron use of Library by:
Attending neighborhood picnics/have an information table
Channel 21 informational pieces
Hold monthly meetings around community
Spread the word with School Board/PTSA
Host workshop with other KC Boards
loint Meetings, i.e. Friends of Renton Libraries
Bring topics to meetings
Develop main key partner list
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�' ' City of Renton � �
� Library Board Retreat Minutes
� February 2, 2013 ,
Page 2 of 2
2013 GOALS CONTINUED
How can the Board help:
Issue/update Library Cards
Educating on how to use building and services
More sites with card applications and information
Business connections
School district/statement of support
Marketing campaign with new library openings
VI. DAY CENTER AND EMERGENCY OVERNIGHT SHELTER FOR WOMEN AND CHILDREN
A motion was made by Laurie Beden, seconded by Suzi Ure, to accept the Day Center as a key
support project. All were in favor, motion carried, key project adopted. The group then
toured the site at City Hall on the P2 level.
VII. ACTIONS
A motion was made by Suzi Ure, seconded by Catherine,to cancel February meeting (retreat
in lieu of). All were in favor, motion carried, February meeting canceled.
VIII. ADJOURNMENT
A motion was made Suzi Ure, seconded by Laurie Beden,to adjourn the February retreat. All
were in favor, motion carried,the retreat adjourned at 11:35 a.m.
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Signa ure
NEXT REGULAR MEETINGS
�'
� MARCH MEETING �
Wednesday,March 20,2012,5:30 p.m.
Renton City Hall,Council Conference Room,7"'Floor
Telephone 425.430.6574
APRIL MEETING
Wednesday,Apri117,2013,5:30 p.m.
Renton City Hall,Council Conference Room,7�'Floor
Telephone 425.430.6574
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H:\\Boards and Commissions\Library Board\2012\2013 Minutes\February 2013
� � � �
, CITY OF RENTON
. RENTON LIBRARY ADVISORY BOARD BYLAWS
� ci or '
� Q��O�I�
Estabiished in part per Washington State Law(RCW 27.12.190)and
� Renton City Code[Renton Municipal Code(RMC)Title 2,Chapter 8]
PURPOSE AND MISSION STATEMENT
The purpose of the Renton Library Advisory Board is to serve in an advisory capacity to the City of
Renton Mayor and City Council,and to coordinate with,and provide input to,the King County Library
Board and local library officials regarding the scope and quality of library services provided by the King
County Library System (KCLS)to the residents of Renton,and to the extent it is requested to do so,to
represent the city's interests before the King County Library Board with respect to such services.
At the request of KCLS,the Board will participate in studies concerning the need for,acquisition,use,
care,maintenance and disposition of library buildings and all property or equipment pertaining to or
associated with library purposes.It will review,advise,and make recommendations to the King County
Library Board relative to the need for programs that address the needs of Renton residents,and the
promulgation and enforcement of Rules and Regulations regarding the use ofthe Library,its buildings
and equipment,and Rules of Conduct and Behavior of those using the buildings.
� 1.
• MEMBERSHIP
The Renton Library Advisory Board shall consist of five(5)members who shall be residents of the City of
Renton,appointed by the Mayor and confirmed by the City Council for a five(5)year term.(RMC 2-13-3,
2-13-4). �
Procedures for filling vacancies,whether for expired or unexpired terms,shall be as follows:
o The Board Chair will check with the Mayor's Office to verify whether existing applications are on -
file forthe Board. Ifthere are no applications on file,the Board may advertise openings.
e Any person interested in being interviewed for rr►embership must complete the City of Renton
Application for Boards/Commissions/Committees.
0 The Board Chair will select a nominating committee that may consist of Board members and '
others to review applications and set up interviews to fill vacancies.The full list of candidates,
with committee recommendations,will be referred to the Mayor for action.
Members whose term will expire shall be contacted by the Board Chair to determine if they want to
serve an additional term. Members are limited to two(2)consecutive terms of service and may serve
again after a brealc oftwo years. .
( � .
� 1
� � �
� , CITY OF RENTON
RENTON LIBRARY ADVlSORY BQARD BYLAWS .
� I E.
OFFICERS
The Renton Library.Advisory Baard shall,by majarity vate,eiect ane of its mernbers ta be Chair thereof,
and may efect such otfier officers as may be deemed necessary.(RMC 2-13-�.C}.The Board Chair wi(I �
serve a two-year term.The Board wi(I alsa elect a Vice Chair who will serve a two-year term and who is
the successor to the Chair. �
, III.
DUTIES OF OFFICERS �
The Board Chair's duties will be to:
� Preside at all Board meetings and determine the meeting agenda,
' +� Establish�special committees and appoint a cornmit#ee lead to carry out assigned tasks.
� Cafi special Board meetings as needed. .
, • Submit correspondence under his or her signature to the Mayor and Councif,with approvaE of
the Baard as indicated by majarityvote.
• Caordinate Board appaintments for vacant positians.
� The Board Vice-Chair's duties wi11 be to:
� * Perform the duties of the chair in his or her absence.
+ Act as board parliarnentarian.
e Be responsible far the maintenance and improvement oFthe Board's by-laws.
IV. �
ELECTiOfV OF OFFICERS
I -
II The officers of the Renton Library Advisflry Board shall be efected bi-annually by a mejority vate of '
� members at the Board's regular public meeting in September.Nominatians fram the Baard wili be
i _ accepted_and officers wiE(be elected b_y the candiclate receiving a simple-majority vote.There wili be no
i absentee vating.Officer duties will be assumed at the conclusion of that meeting.Each afficer sFrali
I serve until a successar has been duly efected.
V.
. MEETINGS
The Renton Library Advisory Board shall have a regular meeting each month and may,�from time to time,
provide for special meetings as may be needed to carry out the proper discharge of its duties. Meetings
af the Renton Library Advisary Board shall be cancelled whenever the regular meeting falls an a holiday
and may be cancelled or changed by action of a majority of the members.
i
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� � �
� cirv a�REnrro�u
RENTON LIBRARY ADVISORY BOARD BYLAWS �
� Special Board meetings may be called by the Baard Chair,or Uice Chair in absence of the Chair,ar by the
Mayar with the concurrence of a majority of the City Counci(,ar by written natice signed by a maaority
. of the Board,and in each such case,at least three days prior notice shal!be given thereof.
A4E meetings shafl be open to the public;in accat-dance with the C?pen Public Meetings Act.At the
dlscretion af the Baard Chair,the public may be invited ta comment during the meeting.The Board
welcomes citizen input regarding iibrary issues.Any concerns or issues relatec{to the Baard ar fibrary
services can be directiy cammunicated ta any of the Baard members via email ar phone.
VI.
ORdEf�OF BUSiNESS
At all regular and special meetings of the Board,the order of business shall be as follaws un(ess agreed
to by a majority of inembers: .
1. Call to Order
2. ApprovalofAgenda
3. Approval af Minutes �
4. Qral CommunicationsjPublic Comment
5. Board Communication .
� 6. City Report .
7. KCIS Report
8. DiscussionjAc#ian Etems
9. 01d Business
10. New Business
' 1.1, information
12. Next Meeting ,
13. Adjournment
' � Vil.
' ABSENCES - -
A vacancy shall occur whenever a Board member absents himself of herself for three(3)consecutive
meetings of the Baard or for an aggregate of five{5�regular and/or special meetings in a single year,
unless the a6sences are excused by action of the rernaining members.(RMC 2-13-2).
Vlll.
UC3 QRUM
�A majority of the Rentan Library Advisory Baard shail constitute a quorum for fihe transaction of
I` i business,and majority vote of those present shaE!be necessary to carry any proposition.(RMC 2-13-5).
I . 3
, �
Y
� � �
ClTY OF RENTON
REMTUN LIBRARY ADViSi3RY BOARD BYt.AWS
� ix.
� STAFFING
Support for the Board is to be provided by the King County Library System.(RMC 2-13-1).KCLS will
designate a staff inember as the liaison responsible for bringing matters and concerns related to the
overall operation of.the Library for discuss'son and recommendation for action as necessary.This is a �
non-voting member of the Renton Library Advisory Baard.
City af Renton Liaison:the Mayor of Renton wil!designate a staff ine�nber ta act as tiaison fio the Board
as a representative of the City.This is a non-voting member of the Renton Library Advisory Board.The
Mayor may additionaily ask a City Cauncif inember to act as liaison ta pravide regufar updates to the City
, Council.
Minutes will be taken by Renton Community Services staff and pravided ta the Mayar and Cauncil,City
Clerk and KCL5 liaisan.
. . X.
pMENDMENTS
{ The by-laws may be amended by a majority vote of the members present at any regularly scheduled
� meeting of the Baard,provided notificatian and a copy of the proposed amendment has been given to
the Board members at least seven{7a days in advance of such meeting. ,
� ?C!.
PARLlAMENTARY AUTHORlTY '
At the discretion of the chair,Raberts Ruies pf Order,Revised,shati gavern all meetings of the Baard.
3ti1.
FRIENDS OF THE CtBRARY
� KCLS encourages formation of Friends of#he Library groups in communities. Members of the Friends ofi
the Renton library are encouraged to attend reguiar 8oard meetings,and Board members are
encauraged ta attend Friends meetings.This reiationship is supportive in nature and does not impiy
specific endorsement of programs or positions. .
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Basic Stats
Population g '; °A ' "
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Patrons y� ry� �� ` k�`
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Checkouts ;;�;fl:= �
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Basic Stats about S m n s
Segment with the Highest Population ''v� � t *`
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f 3 � ��t t�i ::,�-;a_ � �,�xr.< .:�x:
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egment with Highest Number of Patrons ;° r � � � �'��E �� �Y;
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egment with Highest Number of Checkouts " "��;` � ���4�,��, '�� .�,T��
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egment with the Highest Market Share �� � y ' � ``k<<.' �, 7'�„a��� �
egment with Highest Average Checkout per Patron � `.� ,',��
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egment with Highest Use Rate �; ����� ; pt-���:
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egment with Highest Checkout Potential '�
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Old sad M�ww�sers 6,329 3,$30 60.5 39.5
Enteryrf�ing profmionah 3,984 2,243 56.3 43.7
11aG�Stmt US/► 2,BS6 1,566 54.8 45.2
$opl�islipted Squlres 2,450 1,154 47.1 52.9
Creat E�c�ectaRions 2,43D 1,116 463 53.7
Youny swd Restl��s 2,283 1,552 68.0 32.8
Si�nple Lfriwy 1,620 891 SS.O 45.d
Aspieiay Yoa�y Families 1,540 1,023 66.6 33.i
Up�nd Comiay Faioilies 1,214 563 54.6 45.4
Int�rwat3onaf Maek�tp{sce 1,137 b58 57.9 42.1
In Style 1,450 590 56.2 43.8
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KCLS Whole District Population by Segment
� Segment Name Segment# Population
Aspiring Young Families 28 42,982
Boomburbs 04 92,650
City Dimensions 60 1,311
City Lights 20 10,929
City Strivers 45 1,516
Connoisseurs 03 44,776
Cozy and Comfortable 18 2,168
Crossroads 41 9,605
Enterprising Professionals 16 100,773
Exurbanites 07 37,474
Great Expectations 48 2,321
Green Acres 17 12,673
Home Town 53 608
!n Style 13 55,945
Inner City Tenants 52 31,104
International Marketplace 35 41,467
Laptops and Lattes 08 29,993
Main Street USA 24 80,597
Metro Renters 27 20,870
Metropolitans 22 3,200
Midland Crowd 26 2,956
• Midlife Junction 33 1,526
Milk and Cookies 19 7,125
NeWest Residents 58 1,980
Old and Newcomers 36 45,566
Pacific Heights 11 3,073
Pleasant-Ville 10 113,097
Prosperous Empty Nesters 14 8,117
Retirement Communities 30 14,251
Rural Resort Dwellers 31 1,933
Senior Sun Seekers 49 3,770
Silver and Gold 15 4,409
Simple Living 57 3,917
Social Security Set 65 879
Sophisticated Squires 06 140,401
Suburban Splendor 02 86,901
The Elders 43 755
Top Rung 01 39,411
Trendsetters 23 25,287
Up and Coming Families 12 39,641
Urban Chic 09 73,568
Urban Villages 21 9,899
Wealthy Seaboard Suburbs 05 52,859
� Young and Restless 39 34,636
Population-KCLS Service Area 1,338,919
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Ssgmer�t Cade...........................Q4
:
Segme�t Neme...........................Boomburbs '
E3fel�orie SurrFinary Group.........Li Hlgh Sodety
Urbactization Sumrr►ary Group....US Urban Outsklrts 1
Demographic Preferences
The newest additions to the suburbs,these communities Residents'product preferences reflect their suburban
are home to busy,affluent young families.Both the lifestyle.Boomburbs is the top segment for buying
neighborhoods and the families are growing.Boomburbs household furnishings,toys and games,men's business
is the fastest-growing market in the United States;the and casual clothes,big-screen TVs,cars,and trees.This is
population has been growing at a rate of 4.51 percent also the top market to own big-screen TVs,DVD players,
annualiy since 2000.It is also home to one of the highest digital camcorders,video game systems,and scanners
concentrations of young families with children.The median as well as owning or leasing full-size SUVs.Residents
age is 33.8 years;one-fifth of Boomburbs residents are own laptop computers,all kinds of software,and two
between 35 and 44 years of age.There is little ethnic or more cell phones.They are well-insured,holding life
diversity in the population;most of the residents are white. insurance policies worth$500,000 or more.They go online
frequently to buy flowers and tickets to sports events,
• Socioeconomic trade and track their investments,do their banking,and
The Boomburbs market includes one of the highest con- make travel plans.Personal computer use by children
centrations of two-income households,complemented younger than 18 years is the highest of all the Tapestry
by one of the highest rates of labor force participation, segments.
at 71 percent.Residents are well educated:more than Boomburbs residents prefer homes with fireplaces and
50 percent of the population aged 25 years and older hold hot tubs.They tend to employ professional household
a bachelor's or graduate degree.They work primarily in cleaning services.They wiil do home improvement
management,professional,and sales occupations.The projects themselves or hire a contractor for more
median household income is$110,681,more than double complicated work.For property maintenance,they hire
that of the US median.More than half of these households lawn care and landscaping services,but will also do some
receive additional income from interest,dividends,and lawn care themselves.
rental property.The median net worth is$387,651.
Family vacations are a top priority;trips to Disney
Residential World,Sea World,and other theme parks are popular
The newest developments in growing areas,Boomburbs destinations.For exercise,they play tennis and golf,ski,
neighborhoods are concentrated in the South,West,and lift weights,and jog.They watch family videos on DVD,
Midwest;the highest state concentrations are found in attend baseball and basketball games,and go to golf
Texas and California.Approximatelythree-quarters of tournaments.They will readily spend more than$250 a
the housing units in Boomburbs neighborhoods were year on high-end sports equipment and buy family DVDs
built after 1989;most are single-family houses.These are for their collections.Favorite types of radio programs
the newest developments in growing areas.The home include alternative,soft contemporary,sports,and all-talk.
ownership rate is 88 percent,compared to 66 percent for They read parenting,finance,and business magazines and
the United States.The median home value of$282,689 Watch newer sitcoms and dramas on TV.
is also high compared to the US median of$157,913.
Commuting links these dual-career households with
their suburban lifestyle.Many work outside their resident
county;35 percent cross county lines to work(compared
to 23 percent for the United States).
•
27 esri.com/tapestry
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Demographic Preferences
Residents of Sophisticated Squires neighborhoods enjoy Do-it-yourselfers,Sophisticated Squires residents take
cultured country life on the urban fringe.These city care of their lawns and landscaping;home improvements;
escapees accept longer commutes to live near fewer and remodeling projects such as bathroom remodeling,
neighbors.Mostly married couple families;more than installing new light fixtures,painting home interiors,
40 percent of the households are married couples with staining decks,and cleaning carpets with their steam
children that range from toddlers to young adults.The cleaners.They like to barbecue on their gas grilis and
median age is 38.4 years.Most are Baby Boomers and make bread with their bread-making machines.Many
are aged between 35 and 54 years.This segment is not households own a motorcycle.A typical household will
ethnically diverse;most residents are white. own three or more cell phones.Looking toward the future,
many residents own stocks,bonds,and large life insurance
$OCiOeCOnomIC policies.When dieting,they go on Weight Watchers;many •
These residents are educated;more than one-third of own a treadmill or stationary bike to stay fit.
the population aged 25 years or older holds a bachelor's They go power boating,play board and word games,do
or graduate degree;another third has attended college. Woodworking projects,and attend football and baseball
Labor force participation rates are high;occupations 9ames.Adults also take photos,play golf,and ride their
range from management to unskilled labor positions. motorcycles.Children play games on the home personal
Most work in white-collarjobs.The median household computer and typically own a video game system.Resi-
income is$85,144.Nearly 90 percent of the households dents listen to soft adult contemporary music;classic hits;
earn wage or salary income;nearly half supplement their news;all-talk;and sports radio,including broadcasts of
wages and salaries with interest,dividends,or rental professional games.Although many households have four
income.The median net worth is$287,727. or more TVs,residents watch as much television as typical
Residential US households.Favorite programs include news,come-
dies,dramas,_a_nd p_rograms on Home&Garden Television.
Sophisticetecl5quires live in less densely populated areas
concentrated along the Atlantic coast and around the
Great Lakes.Approximately 90 percent of the housing is
single-family homes;the median home value is$230,333.
Seventy-four percent of the housing was built before 1990;
55 percent was built between 1970 and 1989.More than
80 percent of the households own at least two vehicles.
They prefer compact SUVs;however,many drive minivans or
full-size SUVs.
.
29 esri.comltapestry
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Demographic Preferences
Young,educated,single,married,working professionals, They are young and mobile with growing consumer clout.
residents of Enterprising Professionals neighborhoods Those who rent hold renter's insurance policies.They rely
have a median age of 32.4 years.Forty-three percent on cell phones and e-mail to stay in touch.They go online
of the households are singles who live alone or share to download videos and music,track their investments,
housing with roommates,and 43 percent are married and shop for items,including personal computers and
' couple families.With an annual household growth of software.They own laptops,video game systems,and
1.95 percent per year since 2000,the households in this digital camcorders.
segment comprise approximately 2 percent of total US They love to travel abroad and in the United States often.
households.The diversity of the population is similar to They play video games,visit theme parks,jog,and swim.
that of the United States.Most of the residents are white; They read computer,science,and technology magazines
• however,12.4 percent are Asian. and listen to alternative,public-all-talk,and sports radio.
$OCI02C0110t711C They eat out at Cheesecake Factory and Chili's Grill and
Bar.They shop for groceries at stores such as Publix and
' Median household income is$69,779 and median net Albertson's.
worth is$76,852.Ninety percent of the households earn
income from wages and salaries;39 percent receive
income from investments.This is an educated group:
approximately half of the population aged 25 years and
older hold a bachelor's or graduate degree;more than
three in four have attended college.These working
professionals are employed in variousjobs,especially in
management,finance,computer,sales,and office/admin-
istrative support.Labor force participation is 73.4 percent.
Residential
Enterprising Professionals residents move frequentlyto
find growth opportunities and betterjobs,especially
in cities such as Chicago,Atlanta,and Seattle.Forty-
six percent of the households are located in the South,
29 percent are in the West,and 20 percent are in the
Midwest.They prefer to own instead of rent in newer
neighborhoods of townhouses or apartments.The
median value is$223,479 for owner-occupied houses.
For those who rent,the average gross rent is 36 percent
higher than the US average.
•
39 esri.com/tapestry
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Demographic Preferences
With an annual household growth rate of 4.56 percent, Up Family and home dictate the products these residents
and Coming Families represents Tapestry Segmentation's buy.Many are beginning or expanding their families,so
second highest household growth market.A mix of baby equipment,children's clothing,and toys are essential
Generation Xers and Baby Boomers with a median age purchases.Because many are first-time homeowners,basic
of 31.9 years,this segment is the youngest of Tapestry household furniture and lawn fertilizer,weed control,and
Segmentation's affluent family markets.Residents of these insecticide products are important.Car loans and mort-
neighborhoods are young,affluent families with younger gage payments are major household budget items.They
children.Eighty percent of the households are families. are most likelyto own or lease an SUV or a minivan.They
Most of the residents are white;however,diversity is eat out at family restaurants,especially on the weekends,
increasing as the segment grows. and buy fast food at the drive-through or for takeout.
SOCI02COnOrT11C They play softball,take the kids to the zoo,and visit theme •
parks(generally Sea World or Disney World)where they
Beginning their careers,residents of Up and Coming make good use of their digital camera or camcorder.They
Families are earning above-average incomes.The median rent comedy,family,and action/adventure DVDs.Cable
household income is$76,135,higher than the national station favorites include Country Music Channel,ESPN
median.The median net worth is$175,142.Nearly two- news,The Learning Channel,and the Disney Channel.They
thirds of the residents aged 25 years and older have listen to country,soft rock,and contemporary hit radio.
attended college;more than one in five holds a bachelor's
degree.Labor force participation is well above average
at 71 percent;unemployment is low.Ninety-one percent
of households earn income from wages and salaries.
Although half of the households have children,they also
have working parents.
Residential
In the suburban outskirts of midsized metropolitan areas
with populations higher than 250,000,approximately
half of Up and Coming Families neighborhoods are
concentrated in the South,the other half in the West and
Midwest.Most residents live in new single-family housing;
more than half the housing units were built in the last
10 years.Home ownership is at 83 percent.The median
home value is$175,637.
•
35 esri.com/tapestry
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i Segment Code............................24 :
Segment Name...........................Main Stree� USA
LffeMode Summary Group.........L10 Tradiiional Living .
Urbanization Summary Group....US tlrban Ouiskirts i
Demographic Preferences
Main Street,USA neighborhoods are a mix of household Family-oriented and frugal,these residents may
types,similar to the US distribution.Approximately half occasionally go to the movies or eat out at a family
of the households are composed of married-couple restaurant,such as Friendly's or Red Robin,but are most
families,nearly orr�third are single-person or shared likelyto stay home and watch a rental movie or play
households,and the rest are single-parent or other family games with their children.They own pet cats.They play
households.The median age of 36.8 years nearly matches baseball and basketball and go swimming.They listen
the US median.These residents are less diverse than the to classic hits and rock radio and watch cartoons and
US population. courtroom shows on TV.They go to the beach and theme
parks or take domestic vacations to visit with family or see
$OCIO@COnOI'T11C national parks.
The median household income is$57,196,derived from They go online periodically to look forjobs,research real
• wages,interest,dividends,or rental property.Their estate,and play games and are beginning to shop online.
median net worth is$84,763.More than one in five Those who do not have Internet access at home will go
residents aged 25 years and older hold a bachelor's or online at school or the public library.They use the Yellow
graduate degree;half of the residents have attended pages to find veterinarians or stores.They will invest in
college.Occupation and industry distributions are similar small home improvement and remodeling projects,usually
to those of the United States. doing the work themselves instead of hiring a contractor.
Residential They buy the tools and supplies for these projects from
Home Depot or Ace Hardware.They keep up their lawns
A mix of single-family homes and multiunit buildings, and gardens by planting bulbs,fertilizing,and applying
these neighborhoods are located in the suburbs of lawn care products regularly.
smaller cities in the Northeast,West,and Midwest.Nearly
two-thirds of the housing was built before 1970.The home
ownership rate is 63;the median home value is$174,970.
•
47 esri.com/tapestry
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Demographic Preferences
Most of the residents in these neighborhoods are young, Focused on family and home,residents of Aspiring Young
startup families,married couples with or without children, Families communities spend most of their discretionary
and single parents.The average family size of 3.1 peopie income for baby and children's products,toys,home
matches the US average.Approximately two-thirds of furnishings,cameras,and video game systems.They go
the households are families,27 percent are single person, online to look forjobs,play games,and buy personal
and 9 percent are shared.Annual population growth is preference items such as music and computer equipment.
1.13 percent,higher than the US figure.The median age These residents would probably go to a theme park while
is 30.5 years;nearly 20 percent of the residents are in on vacation.They play video games,watch TV,eat out,
their 20s.Typical of younger populations,Aspiring Young and go to the movies.They also play basketball and go
Families residents are more ethnically diverse than the total bowling and biking.They listen to urban stations and
US population. professional basketball games on the radio and watch •
$OCIO@COtIomIC sports,news,entertainment,and courtroom shows on TV.
They eat out at family restaurants such as Chili's or IHOP
The median household income is$52,487;wages provide and go to Jack in the Box or Sonic for fast food.
the primary source of income.The median net worth is
$36,734.Approximately 60 percent of employed residents
work in professional,management,sales,or office/
administrative support positions.Overall,87 percent of
residents aged 25 years and older have graduated from
high school,58 percent have attended college,and
24 percent hold a bachelor's or graduate degree.
Residential
In large,growing southem and western metropolitan
areas,the highest concentrations of these neighborhoods
are found in California,Florida,and Texas.Twenty
percent are located in the Midwest.Tenure is nearly even;
51 percent of the households rent;49 percent own their
homes.Residents live in moderately priced apartments,
single-family houses,and startup townhouses.Most of
the housing was built after 1969.The average gross rent is
comparable to the US average.The median home value is
$137,343.
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51 esri.com/tapestry
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Demographic Preferences
Located primarily in cities in"gateway"states on both Because family is a top priority,"home and hearth"
US coasts,International Marketplace neighborhoods are products aren't important to these folks.They buy
developing urban markets with a rich blend of cultures groceries,diapers,and children's clothes.They keep in
and household types.The population is young,with a touch with overseas relatives by long-distance calls or
median age of only 30.4 years.Approximately 70 percent traveling to visit.They shop at Marshalls and Costco.Their
of the househoids are families;44 percent are married favorite drug store is Rite Aid.They pop in to 7-Eleven or
couples with children and single parents.The average am/pm for quick purchases such as a gallon of milk.
family size is 3.7.International Marketplace is the second They watch TV and listen to Hispanic,urban,and contem-
most diverse of the Tapestry segments.More than half Porary radio instead of reading newspapers and maga-
of the total population is Hispanic;11.6 percent is Asian, Zines.They drink domestic or imported beer.They show
and 7 percent is of two or more races.A high proportion no brand preference between foreign or domestic cars.
� of immigrants,including recent arrivals,live in these
neighborhoods.
Socioeconomic
A fifth of International Marketplace households has one
or more persons who has difficulty speaking English.
Labor force participation is at 62.1 percent,just below the
national average.Residents who work have jobs in the
manufacturing,retail trade,health care,and other ser-
vices industry sectors.Unemployment is high at 14.5 per-
cent.Eighty-two percent of the households earn income
from wages;some receive Supplemental Security Income
or public assistance.The median household income-is
$49,076;the median net worth is$17,878.College and
graduate school enrollment is similar to the US average;
educational attainment levels are belowthe US level.
Residential
These densely settled,older urban neighborhoods are
found in California and the northeast,around the largest
US cities such as New York City and Los Angeles.A typical
family rents an apartment in an older,multiunit building;
because renters are dominant,home ownership is only
32 percent.The median home value is$261,438.Most
housing was built before 1970.
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Demographic Preferences
Residents of these transitional neighborhoods are either Their purchases reflect the unencumbered lifestyles of
beginning their careers or retiring.They range in age from singles and renters.They spend less at the grocery store
their 20s to 75 and older.Their median age of 37.2 years than larger households.A domestic subcompact or com-
splits this disparity.There are more singles and shared pact car serves them well.They arrange their vacations to
households than families in these neighborhoods.Most keep in touch with out-of-town relatives and friends.
of the residents are white;however,the diversity closely They read fiction and nonfiction,newspapers,and
resembles that of the United States. magazines.They watch TV,listen to contemporary hits
SOCi02ConomiC radio,go to the movies,and rent DVDs to view at home.
Sixty-four percent are in the labor force;the Their leisure activities are as varied as their ages.They
unemployment rate is 10.6 percent.The median exercise by walking,swimming,and going bowling.They �
household income of$44,601 and the median net worth also cook at home.
of$23,498 are below the US medians.Educational
attainment,college,and graduate school enrollment
are above average.The distribution of employees by
occupation is similar to that of the United States.
Residential
Spread throughout metropolitan areas of the United
States,Old and Newcomers neighborhoods sustain a
lot of transition.More than half the population aged five
years and older has moved in the last five years.More
than 60 percent rent;approximately half in mid-or
high-rise buildings,with nearly 14 percent in two-to
four-unit buildings.Six in ten housing units were built
between 1969 and 1989.The average gross rent in these
neighborhoods is similarto the US average.The median
home value is$149,772.
•
59 esri.comltapestry
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Demographic Preferences -
Change is the constant for Young and Restless house- These young,single professionals are pursuing their
, holds.This young,on-the-go population has a median careers and living a busy lifestyle.They are technologically
' age of 28.6 years.Approximately two-thirds of them are savvy and take advantage of the convenience provided by
younger than 35.Fifty-eight percent of these house- many products and services.They go online to communi-
holds are either single person or shared.Neighborhoods cate with friends and family,shop,bank,and look for jobs.
are diverse.Fifty-six percent of the residents are white; They read magazines to stay current on the latest lifestyle
however,an above-average representation of blacks, and entertainment trends and arejust as likelyto read
Hispanics,and Asians also live in these neighborhoods. a music magazine as a business publication.They go
SoCiOeCOrIomIC online for the latest news and sports.Television viewing is
average.Radio is a good way to reach them;they listen to
The median household income is$46,185,and the median urban and contemporary hit music.
� net worth is$12,857.Although the median household
income is below the US median;only 23 percent of these Seeing movies at theaters and on DVD is a major source
residents have children,giving them more disposable of entertainment.They also enjoy going to bars or
income than segments with similar income levels.They nightclubs.Their busy schedule also includes working out
are educated;36 percent aged 25 years or older hold a at the gym and playing various sports.Domestic vehicles
bachelor's or graduate degree;69 percent have attended have a slight edge in this market.
college.These ethnically diverse folks are very career-
� oriented.Seventy-two percent are in the labor force;
10.2 percent are unemployed.Seventy-four percent of
' the females are working.Most employed residents have
professional,sales,service,or office/administration
support jobs.
Residential
These neighborhoods are in metropolitan areas in the
South,West,and Midwest;the highest concentration is in
Texas.Ranked fifth of the Tapestry segments for renters,
85 percent rent apartments in multiunit buildings.Most of
the housing was built in the 1970s and 1980s.They don't
mind moving for betterjobs;85 percent have moved in
the last five years.
•
62
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�� �reat E�cpec�at�ons ,
Segmern Code............................48 _ ` . ` ,
�.
Segmer+t Name...........................Great E�tpectatioEts .
LifeMode Summary Group.........L7 f�jgh Kopes '
Urbanizativn Surnmary Group....U5 Urban Qutskirts!
Demographic Pre#erences
Young singles who iive abne anci married-couple families Great Expectations homeowners are not afraid to tackle
dorninate the Great Expectat+ons market,althaug�all smaller maintenance and remodeling projects,but they
household types are represented.The median age is also snjay a young and active lifestyle.They ga a�t to
33.3 years.Some residents are just beginning their careers dinner and to the movies.They do mast of their grocery
or family lives.Compared ta the U5 figures,this segment shopping at Wal-Mart Supercenters,Aldi,and Shop'n
has a higher proportion af residents who are in their 20s Save.They thraw Frisbees;piay saftball and pool;go
and a hig�ter proportion of hauseholders younger than canoeing;watch horrar,science fiction,and drama filrrts on
35 years.The ethnic diversity and racial compositio�of DVD;and listen ta country music,classic rack,and sports
this segment are similar to US levels. on the radio.They watch dramas,auto racing,and the
evening news on TV.They occasianally eat at Arby's and
SOCioeCOttOt7tiC Dairy Queen.They shop at major discount and department �
The median househald incame of$40,243 and the stores.They rare!y travel.Facused o�starting their careers,
median net warth of$21,548 are lawer than the US values. they're not investing for their retirement years.
Nearly half af the population aged 25 years and older
has some postsecondary education;l8 percent hold a
bachelor's or graduete degree.Labor force participation
rate is 6b percent;most of the jabs come from the
manufact�ring,retail,and service industry sectars.
Residential
Great Expectations neighbarhoods are�ocated
throughout the country,with higher proportior�s in the
Midwest and Sauth.Haif awn their homes;half rent.More
than half of the households are single-family dwellings;
approximately 4Q percent are apartments in low-ar
mid-rise buildings.The median home va(ue is$100,395.
Most of the housing units in these alder suburben
neighborhoods were built before 1964.
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71 esri.comltapestry