Atlas CEO Ben Wright's presentation about Marketing Specific Sites at the International Economic Development Council's 2011 Marketing and Attraction Conference. Topics include commercial real estate, Geographic Information Systems (GIS).

1. IEDC Marketing & Attraction: Marketing Specific Sites

2. Outline What Atlas Research Says about Marketing Sites How a Site Selector Specializing in Manufacturing and Office Gathers Information Today How Economic Developers Can Take Advantage of These Trends Q+A

3. What Atlas Research Says

4. The Corporate Location Process

5. Please rate the following in terms of their importance as a source of information:

6. Most Important and “Fastest Growing” Location Factors

7. Top Pages Used on Atlas Websites That Include a Link to An Outside GIS System/Property Database Source: Study of Analytics of Atlas websites with a link to an external GIS, May 2011

8. Top Pages Used on Atlas Websites That Include Integrated GIS Source: Study of Analytics of Atlas InSite websites with integrated GIS, May 2011

9. Question:What is the information you most frequently get asked to provide for Site Selectors?

10. How a Site Selector Specializing in Manufacturing Gathers Information Today

12. Senior Consultant with Cushman & Wakefield. Formerly with Wadley Donovan Gutshaw Consulting.

13. Geographer by Trade. Master’s Degree in Economic Development.

16. Seeking available buildings meeting specific requirements

17. Cost sensitive (labor, utilities, freight, occupancy, incentives offset)

18. Interested in the ‘bottomline’ operating cost vs. non-cost environment classic tradeoffGIS Applications GIS Applications GIS Applications GIS Applications 1 Business & Workforce Assessment 2 Market Screening & Evaluation 3 Short-list Comparison 4 Incentives Negotiations Screen and evaluate alternative markets on select criteria and workforce factors to determine short-list markets for comparison Field-validate and compare markets based on economic and non-economic performance to determine location recommendations Establish business drivers, non-economic location criteria and target demographic and skill profiles Develop strategy for competition across communities and negotiate economic incentives

19. Decision Support Data Sources and Tools Cushman & Wakefield Global Business Consulting maintains the most up to date demographic databases and spatial analysis tools to execute projects of this type. Geographic Information Systems (GIS) Mapping Comprehensive demographic and segmentation database Comprehensive Industry employment forecast , population mobility data Location specific wage database ACCRA cost of living index; State incentives database C&W Team, 150+ years of specific relevant experience

20. Situation: HQ relocation from Midwest Includes a new showcase manufacturing facility Critical international air service requirement Once 2 priority metros were identified, a sub-market location screen was conducted: Headquarters “Cluster” analysis focused on satisfying executive lifestyles including, quality-of-life, commute times, and airport access. Manufacturing Facility Facility must reside within 45-60 minutes of the new HQ. Human resources driven, other key considerations include sites/buildings and incentives. Results support: Site recommendations for due-diligence field study (define top two HQ and three MFG in order of preference) Viability of least preferred markets Likelihood and magnitude of incentive benefits Case Study 1: Workforce Analysis

21. Case Study 1: Workforce Analysis To identify best HQ submarkets, the analysis focused on resident characteristics aligned with relocatee demographics and quality-of-life indicators. Plotting of “executive lifestyle clusters” (green shading) within a 60-minute drivetime of Dulles airport. Both identified submarkets are optimally positioned for maximum exposure to regional commutable executive housing options.

22. Case Study 1: Workforce Analysis Manufacturing Plant Location Screen. Objective: Identify study sectors meeting minimum labor thresholds in production occupations, and specifically machine operators & assembler occupations (red hatch marks). Results: Rank order study sectors for field study validation on key non-cost (i.e., demographic, labor supply/demand, etc.) and cost variables.

24. Client was geographically constrained within the inherited service footprint but chose to stay at least 15 miles from the current site

29. Identified two leading candidates for Due Diligence

31. Additional GIS Use Examples Site Overlays Natural Disaster Risk Assessment

32. Additional GIS Use Examples Labor Competitors Employment Plots

33. Additional GIS Use Examples Commutation Analysis

34. GIS Content on Economic Development Websites Many websites of economic development entities fall short of providing the information that site selectors need for discriminating among areas in the previously defined location screening process. Concerning GIS content, critical applications include: Interactive Property Search Maps Interactive Demographics & Major Employer Plots Interactive Base Layer, Land Use and Zoning Maps Downloadable Shapefiles (.shp) for use in mapping software To provide better service to the corporate site seeker, the following guidelines are suggested for economic development organization websites:

35. GIS Content on Economic Development Websites Baseline content that would facilitate an interactive GIS platform should include the following “activateable” menus:

36. How Economic Developers Can Take Advantage of These Trends

41. Q+A

42. Continue the dialogue with Atlas Continue the Conversation: Follow us on Twitter: www.twitter.com/AtlasAd Join the community of innovative economic development marketers Join our Next Gen Economic Development Marketers LinkedIn Group

43. Contact Atlas Contact information: 2601 Blake Street, Suite 301 Denver, CO 80205 Contact: Ben Wright t: 303.292.3300 x 210 benw@Atlas-Advertising.com www.Atlas-Advertising.com LinkedIn Profile| LinkedIn Group | Twitter| Blog| Slidespace