University of North Carolina Wilmington
1

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University of North Carolina Wilmington
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University of North Carolina Wilmington
3

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University of North Carolina Wilmington
4

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University of North Carolina Wilmington
5

1.
2.
3.
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6.
7.
Gain public and private support for initiative
Complete a strategic analysis:
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Target market: Needs, motivations
Competitors: Image, position, strengths
Place analysis: Existing image, strengths, assets, citizens’ perceptions.
Identify the point(s) of difference
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A promise which can be delivered and which matches expectations.
Determine the “brand name”
Develop the marketing tactics that communicate the points of difference
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Slogans, visual symbols, events
Concept test with stakeholders
Activation: Coordinate with programs, organizations, departments and services on implementation
University of North Carolina Wilmington
6

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University of North Carolina Wilmington
7

University of North Carolina Wilmington
8

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University of North Carolina Wilmington
9

University of North Carolina Wilmington
10

University of North Carolina Wilmington
11

University of North Carolina Wilmington
12

University of North Carolina Wilmington
13

University of North Carolina Wilmington
14

University of North Carolina Wilmington
15

University of North Carolina Wilmington
16

*Note: Commentaries are copied verbatim from survey output without modification, including spelling and grammar.
University of North Carolina Wilmington
17

University of North Carolina Wilmington
18

Cape Fear 249 191 190
Wilmington 246 195 167
Southeastern NC 222 201 182
Greater Wilmington 210 204 171
New Hanover County 194 215 160
Port City 175 173 185
Hollywood East 107 152 148
Other 37 45
0 100
100
200 300 400 500
Total Responses (Rank 1 - Rank 3)
Rank 1 Rank 2 Rank 3
600
University of North Carolina Wilmington
700
19

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University of North Carolina Wilmington
20

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“Wilmington - As a stranger from the midwest, I'm used to 'Milwaukee' as encompassing a wide metro area... same with using 'Chicago'. When I was looking to relocate here, Wilmington seemed to me to be the city and ALL the coastlines in New Hanover and Brunswick Counties. I was surprised that the locals have such an issue with making sure marketing is restricted to the names of smaller beachfronts.”
Top 3 Used: Cape Fear, SENC, Hollywood East
(male, $50-$75k, ilm, 35-44, 1-3 years, employed)
“Wilmington make me think of the downtown area, which I live near. But I do not refer to the Wrightsville Beach area as Wilmington. When I first moved to the area, I loved the historic aspects of this city. I feel as the city is not progressing in the right direction though. In the years I have lived here, I have felt progressively less and less safe. I think it is great that we focus so heavily on our history here, but I think we should focus less on a
'has been' city….I am currently underemployed due to the lack of jobs in this region. I love this area because it is very attractive and has lots of character, but may be forced to move because of economic feasibility…..”
Top 3 Used: Port City, Wilmington, NHC
(male, $0-$25k, ilm, 18-25, 4-6 years, employed)
University of North Carolina Wilmington
21

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 name embodies both a regional geographic, historical and cultural connotation for me and does not distinguish a particular city or town. It gives a region and I think a lot of people can identify with that more than the other terms. Except for southeastern nc 'name', the other choices are too focused or exclusionary either geographically or culturally.”
Top 3 Used: Wilmington, NHC, Cape Fear
(male, $100k+, ilm, 45-54, 10+ years, employed) areas. We are an historical site whose strategic planning process includes, local, regional, and state goals and objectives. We want to culturally reference as many historical footprints as possible as they relate to southeastern North
Carolina, including history, geography, topography, people, politics, heritage arts, and historical and current issues of race, class and gender. Sand, long leaf pine, farms, turpentine, beaches, sweet potatoes, paper mills, peanuts, Cape
Fear River, Civil War, blockades, downtown Wilmington, beaches, etc.”
Top 3 Used: SENC, Cape Fear, Greater Wilmington
(female, $50-$75k, ilm, 45-54, 10+ years, employed)
University of North Carolina Wilmington
22

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“If you are talking about a truly REGIONAL branding initiative, it cannot and should not be restricted to Wilmington. In my view, your map is inaccurate; our region includes all of Brunswick, Columbus and Pender Counties, as well as those portions of NHC not in the City of Wilmington. I refer to it as the Lower Cape Fear Region.”
Top 3 Used: NHC, Cape Fear, SENC
(male, $75-100k, non-ilm, 35-44, 10+ years, employed)
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“Wilm is the business hub, many people work there. The suburbs of New Hanover,
Brunswick and Pender are where many people live, including those those who may work in Wilm. If we are to succeed as an AREA we should focus as a 'family', and not compete with each other. Coastal Pender is valued for its quality of life, schools/students that consistently get high marks, parents who are involved with their children, unincorporated areas with low taxes. Emphasis should focus on each area complimenting the others, not competing. Our competition is the other areas of the
State and other States. Coastal Pender is not now New Hanover, njor will it ever be, nor does it ever want to be. We spend too much time, $$$, talent and energy trying to compete with each other rather than enforcing and encouraging regional strengths. As a transplant who has lived all over the U.S. and chosen to settle here for over 29 yrs. I think we too often spin our wheels trying to be all things to all people. Each area should decide what is their 'strong suit' and not try to be all things to all people.”
Top 3 Used: Cape Fear, SENC, Wilmington
(male, non-ilm, 65+, 10+ years, retired)
University of North Carolina Wilmington
23

Responses per Area/Region Naming
Option: Non-Locally Focused
Southeastern NC 214 217 187
Wilmington 255
Cape Fear 207
Greater Wilmington 187
Port City 163
New Hanover County 152
Hollywood East 113
Other 25 38
0
77
100
121
200
149
166
181
214
300
172
157
146
138
400
141
171
155
500
Total Responses (Rank 1 - Rank 3)
Rank 1 Rank 2
University of North Carolina Wilmington
Rank 3
600 700
24

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University of North Carolina Wilmington
25

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“We have not branded the area as Southeastern NC as a destination so people from out of state, especially, don't identify with that name. Also, the various communities do not work together very effectively to brand the area for all communities that exist here. Therefore Wilmington is a more recognized destination, and especially Wrightsville Beach as a destination.
Out of state businesses could better identify with Southeastern NC if we were to better sell the availability of higher educated workers and technical talent, attractions (beaches, malls, cultural diversity, UNCW curriculums and sports), property (outside of the City of Wilmington), clean water (in the future as it becomes more scarce), and clean air.”
Top 3 Used: Cape Fear, Greater Wilmington, Wrightsville
Beach
(female, $75-100k, ilm, 65+, 10+ years, retired)
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“In general, it describes the town I went to school in simply. For people that are not from that area, it describes location not necessarily the spirit of the location.”
Top 3 Used: Wilmington, NHC, Port City
(female, $25-$50k, non-ilm, 26-34, 4-6 years, employed)
University of North Carolina Wilmington
26

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“Wilmington is a small enough city for non-locals to not know where in NC it's located. Often people ask 'Oh, where in NC is Wilmington?' By saying
Southeastern NC, that clarifies it. People are also familiar with the term Cape
Fear. It's actually kind of a cool name that not everyone knows is an actual place. They've heard of it -- but didn't know it's southeastern NC.”
Top 3 Used: Cape Fear, SENC, NHC
(male, $100k+, ilm, 26-34, 4-6 years, employed)
“My number one choice is missing an equally important word in the name that most residence typically use, COAST. Cape Fear Coast immediately draws folks in with it's nautical history, and colorful mystic. Living on a cape of a coastline is very cool and also very interesting to folks. It immeadelty has famous geographic associations: Cape Cod, Cape Horn, Cape Hatteras, etc. each inspiring thoughts of beauty, ruggedness and history. I'm always proud and enthusiastic to tell folks where I live with this name opposed to the other somewhat typical and boring names. Ultimately I do resort to my second choice,
Wilmington NC, in order for them to locate Cape Fear Coast. Most then respond with,'oh yeah, I've heard of Wilmington.”
Top 3 Used: Cape Fear Coast, NHC, Cape Fear
(respondent stopped before completing demographics)
University of North Carolina Wilmington
27

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University of North Carolina Wilmington
28

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University of North Carolina Wilmington
29

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(female, $75-$100k, ilm, 35-44, 10+ years, employed)
University of North Carolina Wilmington
30

University of North Carolina Wilmington
31

900
800
700
600
500
400
300
200
100
0
762
552
332
297 279 270
36
50.0%
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
# of Votes % of Respondents
University of North Carolina Wilmington
32

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“We're so much more than just Wilmington , but Southeastern
NC also includes Duplin, Onslow, and Bladen counties. I like Cape
Fear. Mostly locals refer to the area as Port City , but I believe this is just Wilmington's nickname and does not reference Pender or Brunswick counties. And ' Hollywood East '? God, please, no.”
(respondent stopped before completing demographics)
“These are not descriptive of what makes the area a great place to live and to visit.” [selected Wilmington, Gr. Wilmington and
NHC ]
(respondent stopped before completing demographics)
University of North Carolina Wilmington
33

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“ Wilmington and Greater Wilmington will create too much confusion with the same city in Delaware and other states. If we want to be truly unique, we have to consider this. Also, New Hanover
County doesn't mean much to people and there are many ' port cities ' in the United States. Hollywood East only ties us to one thing. Do we want to be known as only a movie place? “
(male, $50-$75k, ilm, 26-34, 4-6 years, employed)
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“Each of the names checked above are too limiting in describing us.
Cape Fear is just a point of land at the southern part of our area.
Wilmington does not include parts of New Hanover, Pender, and
Brunswick counties that are part of our area. Port City gives too much emphasis on our port without saying anything about other positives. Hollywood East describes just entertainment and makes us sound subordinate to California.”
(male, ilm, 65+, 10 + years, employed)
University of North Carolina Wilmington
34

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University of North Carolina Wilmington
35

*Note: Commentaries are copied verbatim from survey output without modification, including spelling and grammar.
University of North Carolina Wilmington
36

University of North Carolina Wilmington
37

University of North Carolina Wilmington
38

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“Your average person here is a kid in his mid- to latetwenties... freshly out of school and just got hired by one of our larger local companies such as GE, PPD, Corning, Live
Oak Bank, nCino, or Castle Branch. Laid back personality, yet constantly active within the community. Participates in tons of water sports such as paddle boarding, surfing , or some form of fishing (deep water, flounder gigging, spear fishing, etc.). Enjoys all of the local entertainment from Azalea Fest to the great shows that come to Greenfield Amphitheater and other venues. Goes downtown and the beach for nightlife fun.”
(male, 45-54, $100k+, non ilm, 4-6 years, employed)
University of North Carolina Wilmington
39

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“When i think of someone from Wilmington i think of a laid back attitude when it comes to the small things but most people also have a good work ethic. People are generally nice and friendly with outgoing demeanors. Very willing to talk about their city and why they love it so much.”
(female, 18-25, $0-$25k, ilm, 4-6 years, employed)
“Typical person from here hates cold weather. They love sunshine and being outdoors , whether that's surfing , walking the dog, or participating in bike rides and races on the walking trails around town. It's the Southern lifestyle with a touch of class. People are successful, and there's always something to do or see.”
(male, 18-25, $0-$25k, ilm, 7-9 years, employed)
University of North Carolina Wilmington
40

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“Two kinds of people those her grew up here and knew what a gem it was and stayed or those who discovered it and chose to move here. I am the second kind of person. We are educated , civically minded, outdoorsy .”
(female, 18-25, $25-$50k, ilm, 10+ years, employed)
“The 'typical' Wilmington person loves nature in some way
( beach or parks or river or animal life)... and has a story about how they got to Wilmington , what kept them here and what they love about it. That's the only thing I see in common across the board!”
(male, 55-64, $100k+, ilm, 10+ years, employed)
University of North Carolina Wilmington
41

University of North Carolina Wilmington
42

University of North Carolina Wilmington
43

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Non-ILM focus more on “transplants” and less on “beach”
Non-ILM group uses the word “atypical” more often to describe area residents
Examples:
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“Wilmington does not have a typical person..... You meet people of all kinds: ethnic background, talents, employment, social class, etc.”
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“We have a great diversity of people, much more than 20 years ago. No way to describe a typical person living here”
“This is so varied...from the typical college student, to the Wilmington native that has lived here all their lives - they can be rich, or poor, or just getting by. Most people from Wilmington are here because of the beaches and love the outdoors. Many people have moved to Wilmington just because we are a coastal community, but there is more to us than just the beach. A typical person here is probably a professional, with a family, churchgoer, arts attender, and loves to eat at our many local restaurants.”
Both groups describe area residents as very friendly
University of North Carolina Wilmington
44

University of North Carolina Wilmington
45

University of North Carolina Wilmington
46

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University of North Carolina Wilmington
47

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“Wilmington, NC has so much to offer. We have the coastal beaches with beautiful , clean sand. We have a thriving downtown riverside area with live entertainment nightly and local southeastern North Carolina cuisine can be found throughout the city. We have lots of cultural influences that is found in many of the larger southern cities but without all the traffic and headache.
Thanks to our unique position between the river and the beach our climate is always a little warmer than many other communities in southeastern NC. We also offer wonderful golfing and other outdoor sports for the outdoor enthusiast and the adventure thrill seeker. “
(female, 18-25, $25-$50k, non ilm, 10+ years, employed)
University of North Carolina Wilmington
48

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“Wilmington is a beach community . It's not a huge city but big enough to have plenty of options. Live where people like to go for vacation...Life is a vacation. If you want to go out of town for a weekend, you have Raleigh (up I40), Myrtle Beach and Charleston
(down Rt 17), and Charlotte and the mountains (via Rt 74/76)”
(male, 35-44, $100k+, ilm, 10+ years, employed)
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“I would tell them that Wilmington is the perfect combination of everything I love... Beautiful beaches , wonderful people , a quaint historic Downtown , a sense of community, fabulous restaurants , just enough culture with theater/ arts , spectacular golf courses and wonderful parks, etc. But at the end of the day it's the gracious people of Wilmington that make it what it is. I have lived all over and we chose to return to Wilmington when my husband retired from the
Marine Corps. “
(female, 55-64, $100k+, ilm, 10+ years, employed)
University of North Carolina Wilmington
49

Recreation
58 63 70
Energy
63 77 53
Industrial Mfg
71 65
Aerospace
94 68
0 50 100 150
# of Responses
Rank 1 Rank 2 Rank 3
University of North Carolina Wilmington
66
64
200 250
50

University of North Carolina Wilmington
51

1.
2.
3.
4.
5.
6.
7.
Gain public and private support for initiative
Complete a strategic analysis:


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Target market: Needs, motivations
Competitors: Image, position, strengths
Place analysis: Existing image, strengths, assets, citizens’ perceptions.
Identify the point(s) of difference

A promise which can be delivered and which matches expectations.
Determine the “brand name”
Develop the marketing tactics that communicate the points of difference

Slogans, visual symbols, events
Concept test with stakeholders
Activation: Coordinate with programs, organizations, departments and services on implementation
University of North Carolina Wilmington
52

University of North Carolina Wilmington
53

University of North Carolina Wilmington
54

350
300
250
200
150
100
50
0
Zip Code
# of Respondents % of Respondents
Note: 66 additional zip codes appeared in the survey; each zip code represented 2 or less respondents
University of North Carolina Wilmington
20%
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
58

University of North Carolina Wilmington
55

University of North Carolina Wilmington
56

University of North Carolina Wilmington
57

University of North Carolina Wilmington
59

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University of North Carolina Wilmington
60

Locally-Focused Naming
Joint Distribution Analysis:
#1 Rank and #2 Rank
Cape Fear
Southeastern
NC
Wilmington
Greater
Wilmington
New Hanover
County
Port City
Cape Fear
Southeastern NC
Wilmington
Rank #2
Greater
Wilmington
New
Hanover
County
Port
City
Hollywood
East Other
15.0% 21.0% 18.0% 18.5% 13.7% 8.6% 5.2%
18.4%
17.8%
16.7%
19.3% 17.5% 17.9% 16.5% 9.0% 1.4%
15.8%
17.2% 15.8%
16.2% 24.1% 13.3% 10.0% 2.9%
13.8% 13.8% 19.2% 3.4%
19.7%
13.8%
19.7% 14.2% 14.2%
20.4% 16.8% 18.6% 13.2%
16.4% 13.1% 2.7%
13.2% 4.2%
3.9% Hollywood East 10.8% 17.6% 12.7% 21.6% 20.6% 12.7%
Other 12.1% 15.2% 18.2% 21.2% 15.2% 9.1% 9.1%
Note: Red indicates the highest value within each #1 rank. For example,
21% in row 1 indicates that Wilmington was the most frequent #2 rank within participants who chose Cape Fear as #1.
University of North Carolina Wilmington
61

Locally-Focused Naming
Joint Distribution Analysis:
#1 Rank and #3 Rank
Cape Fear
Southeastern
NC
Wilmington
Greater
Wilmington
New Hanover
County
Port City
Rank #3
Cape Fear
Southeastern NC
Wilmington
Greater
Wilmington
New
Hanover
County Port City
Hollywood
East Other
14.3% 16.6% 15.7% 12.0% 19.8% 13.8% 7.8%
21.2%
19.8%
12.8%
12.5% 14.4% 13.0% 18.3% 14.9% 5.8%
16.7%
19.7% 21.3%
14.1% 15.4% 18.1% 9.7% 6.2%
15.4% 10.6% 13.3% 6.9%
14.0%
20.5%
16.3% 11.6% 15.7%
18.6% 16.7% 13.5% 15.4%
12.8% 15.7% 14.0%
8.3% 7.1%
Hollywood East 14.7% 13.7% 15.8% 24.2% 9.5% 12.6%
Other 18.2% 12.1% 9.1% 12.1% 27.3% 21.2% 0.0%
Note: Red indicates the highest value within each #1 rank. For example,
19.8% in row 1 indicates that Port City was the most frequent #3 rank within participants who chose Cape Fear as #1.
University of North Carolina Wilmington
9.5%
62

Locally-Focused Naming
Joint Distribution Analysis:
#2 Rank and #3 Rank
Cape Fear
Southeastern
NC
Wilmington
Greater
Wilmington
New Hanover
County
Port City
Rank #3
Cape Fear
Southeastern NC
Wilmington
Greater
Wilmington
New
Hanover
County Port City
Hollywood
East Other
13.7% 16.4% 20.2% 15.3% 13.7% 14.8% 6.0%
19.4%
17.6%
16.7%
17.2% 14.5% 14.5% 15.6% 9.7% 9.1%
19.7%
13.6% 12.1%
13.8% 14.9% 18.6% 10.1% 5.3%
15.7% 15.2% 17.2% 9.6%
19.5%
21.1%
15.5% 15.0% 13.5%
15.5% 14.9% 14.9% 10.6%
16.5% 11.5% 8.5%
13.0% 9.9%
Hollywood East 9.1% 20.3% 12.6% 16.8% 18.9% 15.4%
Other 2.9% 20.0% 22.9% 14.3% 2.9% 22.9% 14.3%
Note: Red indicates the highest value within each #2 rank. For example,
20.2% in row 1 indicates that Gr. Wilmington was the most frequent #3 rank within participants who chose Cape Fear as #2.
University of North Carolina Wilmington
7.0%
63

Non-Locally-Focused Naming
Joint Distribution Analysis:
#1 Rank and #2 Rank
Cape Fear
Southeastern
NC
Wilmington
Greater
Wilmington
New Hanover
County
Port City
Cape Fear
Southeastern NC
Wilmington
Rank #2
Greater
Wilmington
New
Hanover
County
Port
City
Hollywood
East Other
24.9% 16.2% 17.8% 20.3% 10.7% 7.1% 3.0%
20.4%
18.5%
14.4%
19.4% 19.9% 13.6% 11.2% 13.6% 1.9%
26.3%
18.8% 21.0%
17.7% 15.2% 10.7% 7.4% 4.1%
12.7% 20.4% 11.0% 1.7%
15.5%
16.8%
19.7% 14.8% 22.5%
14.8% 14.8% 23.2% 12.9%
14.8% 12.7% 0.0%
11.6% 5.8%
Hollywood East 14.5% 13.6% 12.7% 20.9% 15.5% 17.3%
Other 13.6% 13.6% 18.2% 18.2% 4.5% 9.1% 22.7%
Note: Red indicates the highest value within each #1 rank. For example,
24.9% in row 1 indicates that SENC was the most frequent #2 rank within participants who chose Cape Fear as #1.
University of North Carolina Wilmington
5.5%
64

Non-Locally-Focused Naming
Joint Distribution Analysis:
#1 Rank and #3 Rank
Cape Fear
Southeastern
NC
Wilmington
Greater
Wilmington
New Hanover
County
Port City
Rank #3
Cape Fear
Southeastern NC
Wilmington
Greater
Wilmington
New
Hanover
County Port City
Hollywood
East Other
16.5% 17.6% 20.3% 14.3% 15.4% 11.5% 4.4%
15.0%
20.4%
17.5%
14.4% 16.0% 13.4% 19.3% 13.9% 8.0%
16.4%
22.2% 15.8%
12.4% 15.0% 15.0% 13.3% 7.5%
12.3% 10.5% 13.5% 8.2%
17.2%
13.9%
18.7% 15.7% 16.4%
19.2% 9.9% 15.9% 10.6%
11.2% 14.9% 6.0%
23.2% 7.3%
Hollywood East 19.4% 24.5% 16.3% 9.2% 14.3% 12.2%
Other 20.0% 20.0% 15.0% 20.0% 5.0% 15.0% 5.0%
Note: Red indicates the highest value within each #1 rank. For example,
20.3% in row 1 indicates that Gr. Wilmington was the most frequent #3 rank within participants who chose Cape Fear as #1.
University of North Carolina Wilmington
4.1%
65

Non-Locally-Focused Naming
Joint Distribution Analysis:
#2 Rank and #3 Rank
Cape Fear
Southeastern
NC
Wilmington
Greater
Wilmington
New Hanover
County
Port City
Rank #3
Cape Fear
Southeastern NC
Wilmington
Greater
Wilmington
New
Hanover
County Port City
Hollywood
East Other
24.1% 14.7% 19.4% 14.7% 11.2% 9.4% 6.5%
20.6%
17.6%
17.9%
13.1% 15.6% 18.1% 10.6% 12.6% 9.5%
17.0%
14.4% 15.9%
15.2% 15.8% 13.3% 14.5% 6.7%
8.0% 21.4% 18.4% 4.0%
13.7%
14.5%
20.9% 12.4% 14.4%
22.1% 12.2% 12.2% 13.0%
15.7% 16.3% 6.5%
18.3% 7.6%
Hollywood East 16.8% 19.5% 15.9% 19.5% 9.7% 11.5%
Other 17.6% 14.7% 11.8% 14.7% 14.7% 8.8% 17.6%
Note: Red indicates the highest value within each #1 rank. For example,
24.1% in row 1 indicates that SENC was the most frequent #3 rank within participants who chose Cape Fear as #2.
University of North Carolina Wilmington
7.1%
66

Relationship between Locally-Focused and Non-Locally-Focused Naming
Conventions
Non Local Rank #1
Cape Fear
Same
Southeastern NC
More
Wilmington
Greater
Wilmington
New
Hanover
County Port City
More Same Same Less
Hollywood
East Other
Less Same
Cape Fear
Southeastern
NC
Same Same More Same Same Same More Less
Wilmington
Greater
Wilmington
Same
Same
More
Same
More Same Same
Same More Same
Less
Same
Less Same
Same Same
New Hanover
County
Same Less Same Same Same More Same Same
Same Same Same Same Same Same More Same
Port City
Hollywood East
Other
Same
Same
Same
Same
Same Same Same Same Same Same
Same Same Same Same
Note: More (Less) = appears more (less) frequently than would be expected given a uniform distribution
Same More
University of North Carolina Wilmington
67

Cape Fear
Least Favorite Name (as a selected option)
Southeastern NC
Wilmington
Greater
Wilmington
New
Hanover
County Port City
Hollywood
East
Cape Fear
Southeastern
NC
More
Wilmington
Greater
Wilmington
Same
More
Same
More More
New Hanover
County
More More More More
More More More More More
Port City
More More Same More Same More
Hollywood East
Note: More (Less) = appears more (less) frequently than would be expected given a uniform distribution
University of North Carolina Wilmington
68

University of North Carolina Wilmington
69

University of North Carolina Wilmington
70

University of North Carolina Wilmington
71

University of North Carolina Wilmington
72

University of North Carolina Wilmington
73

University of North Carolina Wilmington
74

University of North Carolina Wilmington
75

University of North Carolina Wilmington
76

University of North Carolina Wilmington
77

Aerospace
Heavy Industrial Manufacturing
Energy
Recreation
Biotechnology
Film/Film-Related
Corporate HQ
Food and Beverage Manufacturing
Pharmaceuticals
Hospitality/Tourism
Light Industrial Manufacturing
Clinical Research
IT/Software
Distribution Centers
Call Centers
Other
Healthcare
71
64
58
52
57
65
53
49
48
64
62
60
49
60
50
72
94
50
63
74
60
60
66
62
63
59
55
57
58
43
20
56
65
77
100
68
51
58
41
47
51
53
49
66
70
53
63
60
56
69
68
63
150 0
Rank #1 Rank #2 Rank #3
Note: Education represents 50 of the 150 “Other” responses and is the largest component of the “Other” category
University of North Carolina Wilmington
65
200 250
78

*Note: Commentaries are copied verbatim from survey output without modification, including spelling and grammar.
University of North Carolina Wilmington
79

Open-Ended Responses from Naming Use (Local and Non-Local) and Least Favorite Names
(additional qualitative comments)
Note: commentary is verbatim from survey output and has not been edited for spelling or grammar.
'The PC' sounds hip and urban. It's the image we want to convey to up-and-coming Millennials with disposable income. Just ask Richard Florida. cape fear is the AREA we live in, Wilmington the city and new hanover the city. port city equates to Wilmington, greater Wilmington is too wordy. Hollywood east seems trendy. SENC is too large, encompassing Shallotte and its surrounding area.
The area(s) already have names (ie: Wilmington, New Hanover County, Pender County,
Hampstead, Scotts Hill, etc, etc). Giving 'the area' another name will only be confusing but a waste of money.
A city that has champagne taste and beer budget
A city with no economic opportunity for young people, unfriendly environment for business, lacking family friendly entertainment, and limited business selections. A place with virtually no public transportation choices that preserves the past with limited passion for our future. we are a metro area, not one county, not one city, but an area that has more in common than differences....climate, business opportunities, proximity to ocean and I-40,educational shortfalls are prevalent in all three counties. Good news, bad news...more people want to move here than those who want to leave...We must be ever mindful that quality growth is much more important that quantity growth!!!! Most people who were fortunate enough to be born and raised here don't realize the risk of uncontolled, unmanaged growth.
The city is the center of the county - physically as well as the center of the action (the center for restaurants, shopping, culture, etc.) Some people seem to get hung up about 'the City' , meaning downtown, but that is a small part of what I think about when I say 'Wilmington', and honestly not the best part. Wilmington (our area, not the defined city) is a place that provides a warm southern welcome, a ready smile, and a place where you can get to know your neighbors.
However it is a place where you never know who or what you will see next - movie stars, vistors, etc. - it keeps the mix vibrant, and interesting. you get all the benefits of sitting on the front porch, but the world comes to hang out with you for a little while to enjoy the charm, warm in the sun, explore the beach and waterways, and enjoy a fine meal.
Since the City of Wilmington serves as a central hub for a majority of employment, educational and commercial activities, citizens rarely define the City by it's territorial boundaries, rather as a general region.
Wilmington is the economic hub of the region. When describing the Charlotte, Raleigh,
Asheville areas you describe the area based on the most prominent city. This is also how it is done in all other states (e.g, Chicagoland). Second, we are a Port City. This should play a major

role in branding to lure business, etc. Third, we are the Cape Fear region. Capitalize on what is already known. None of the other choices make sense when 'selling' our name. Outsiders may use those names, but most local would not.
Wilmington - A vibrant city located on the coast of North Carolina with great access by highways, railways, air, or through the port. A great economic city with a good range of small and large businesses. 'Wilmington' is a place in which you have a conglomeration of arts, history, beaches, educational institues, shopping, etc. - but you can still see people you know at the grocery store (a down-home feeling).
Wilmington is an actual city name that people across the state recognize. I lived in Winston-
Salem for 18 years and had never heard of The Port City or Cape Fear region until I moved here.
The name Port City is an over promise relative to other more legitimate port cities. The Cape
Fear region is more recognizeable than Port City, but not much. Hollywood east is a joke.
Wilmington evokes to me the image of an historically important southeastern port city that is progressive in future outlook, rich in culture, and diversely interesting to a wide demographic.
Educational and business opportunities abound in a physical environment that is wonderful for any pursuit.
Cape Fear is an actual geographic area instead of a pop culture tag. It is historically significant and has pop ties to a twice-released movie. I do know that we have enough art, especially
MUSIC that is world class..we should be building on that reputation of excellence that is grounded. Cement plants from failing nations that include toxic incinerators will not mesh well with the beautiful picture you wish to create, btw.
I think about how access to natural amenities such as tidal creeks/salt marsh, the beach, and river underpin the quality of life in this region. I think about downtown's historic character and riverfront setting surrounded by dense, quality housing and well defined character serve as additional foundation for our economy and identity. I then think about how each of those fundamentals are compromised, not by concerted attacks, but rather by an apathetic approach to public policy, investment, practice, and leadership. Our growth outside of downtown, specifically Market St and Carolina Beach Road is representative of the opposite qualities.
These two corridors and neighborhoods that flank them represent a huge portion of our region's population and will continue to absorb additional growth in the future. Unfortunately they don't reflect the characteristics we most commonly associate with living here (see above). We must be more proactive, insisting on better development patterns, higher quality development that meets our needs, and support the private market by making public policy choices that support these changes. If we do so we will realize a stronger economy more able to withstand economic downturns and able to rebound quickly.
We would have not moved here unless Wilmington was here. Who cares about the unincorporated areas of New Hanover County...those residents enjoy the benefits of Wilmington, but are unwilling to pay taxes. I support a consolidated government with the Mayor and Council of Wilmington as the governing body. I am REAL unimpressed with New Hanover County

Commissioners and their history of inaction on such issues as public education, infrastructure, environmental protection, support of the creative class, etc.
Baby turtles nesting, orange sunsets, rivers kissed by gentle raindrops and the hope of experiencing the elusive 'green flash' as the sun dips into a golden ocean. Aah, Southport/Oak
Island, that precious area laden with history as well as the charming preservation of the southern maritime lifestyle. These Cape Fear villages are saturated with distinctive nautical tradition.
Stand aside, breath deeply and allow the seasore to rejuveniate your sould. Overshelmingly and with geneerous care, the resident families have created for our visitors an atomophere of delicate manners wrapped in abundant hospitality. One is joyfully invited to dilly dally while tiptoeing along the Atlantic shoreline and feel their toes being nebbled by jeweled waves. When your journey carries you from our pristine shores, the magic and pagentry of the Cape Fear promises never to subside from your senses. You'll find yourself transporting the peaceful ambience and the majical Carolina culture to your next destination. Feaer not weary traveler, the 'grand old
Cape Fear' gently meanders back and forth waiting to welcome you back and revive your slumbering, world weary senses.
Why are there efforts to 'brand' our region if new brand 'Wilmington - Historic River District &
Island Beaches' was just created few months ago? Isn't this contra-productive? Which kind of genius is behind this?
Each area has the potential to compliment the others. One of our strength is the diversity we offer...deep water port, medium sized city,reasonable climate, proximity to major U.S. intercoatal and North/ south highways, well-regarded college, fairly good schoold systems in many (not all) area suburbs, reasonable taxes, cost of living is reasonable, reasonably conservative government. Our weakness may be the push by those with a private agenda to try to line their pockets by trying to make the area all things to all people.... which would result in a short term gain for a few and a long term loss for many. Focus on our strengths and accept the fact that for long term success we should not try to be the biggest, just the best. Quality, not quantity, is much more a concern of most people.
I really think in terms of how conservative the area is - the all-Republican school board intent on preserving and implementing segregationist policies; the lack of tolerance in many areas for progressive ideas...'Southeastern North Carolina' is a term that more successfully conveys that.
Wilmington is in the national news more and more - whether for film or weather - and in my own little way I am trying to be sure people know 'Wilmington'. If they pause like they're not sure where that is I usually say 'Coastal town in Southeastern NC'
Wilmington is often assumed to be in Deleware, so it is best to begin with clarification of the general area. And, especially when talking with people outside of NC, they are not likely to have heard of the area. At best, they may recognize Wrightsville Beach.
Southeast NC is so diverse in its coastal towns and its 'country' parts. You can be at the beach and 20 minutes later be driving down a country road with not a vehicle, house, or human in sight.
Pretty interesting and cool if you ask me.

It's not what I think is the best - it's what I use as it's easiest. I usually have to add 'North
Carolina', as Wilmington, Delaware is better known.
Most people only have a vague idea of geography. If they can picture NC in their heads, the term 'southeastern' will help zero in on the area.
When I say Southeastern North Carolina I know it immediately allows the receiver to have a visual picture of where I live and work. It provides reference to the beaches, the Cape Fear River, and denotes that it borders South Carolina. It is a much more regional perspective rather than a local, specific one.
People need an anchor city for mapping purposes, so Wilmington is the most referenced to nonlocals in our communications. 'Wilmington' suggests place, locality, historical downtown, the
Civil War, the battleship, the Cape Fear River, movie studios, restaurants and bars, museums - in short, all those characteristics of a culturally alive city.
I did not choose the same answers because when I'm speaking about this area with locals and say
'Wilmington' , they know I might mean Ogden, W Beach, etc. They know in and around
Wilmington. I would normally give them a point of reference, 'near UNC-W', etc. When speaking to someone outside the area, I would explain that this entire region is known as Cape
Fear and it is in Southeastern NC. Actually, I am in a customer service type job where people typically ask me what 'Cape Fear' means and I explain.
I travel all over the US so it is simpler for folks to understand a more general description of our location, so I start with SE NC and point out we are in the news a lot when it comes to hurricanes, then I say the city and throw as a novelty that we are the Hollywood of EC.
I live and work in the city of Wmgtn. Wmgtn. is the main settled area of the region. It is a port city and a historically important city. It is becoming more and more known to those outside the state. I am glad to have relocated here (in 1999). I dislike the growing crime problem we are having. I also dislike how we, as a tourist area and a center for a variety of outdoor sports, put only limited attention on developing a visionary system of bike trails...I would travel by bicycle often if the streets were safe for doing so.
An area that badly needs to get crime under control,its infrastructure modernized, and, most importantly, clear and consistent long-term policies regarding economic, cultural,and environmental, etc. development and specific plans and actions to achieve them.
Most of my involvement with non-profits, shopping,and buying are within the greater county of
New Hanover. Wilmington is the metropolis that is sort of land locked at this point for development. I feel the major development will be in New Hanover County. The planning and implementation of growth projects will need to be incorporated into the New Hanover County processes. This includes evacuation plans, code enforcement and approval, highways needed to work with the State DOT, and schools as examples.

Unique geographic location - surrounded by water , Atlantic to the east, Cape Fear River to the west and south. Fragile coastal environment that needs to be protected for the sake of our health and personal property. Second smallest county in land size, yet, 6th most densely populated county in NC. With no way to increase land size and annexation a near impossible tool to use for growth - the increase in population density and the challenges it will present, will be the driving factor that will shape the quality of life for Wilmington, New Hanover County and
Southeastern North Carolina.
At first, Coastal Carolina,tourists,beaches,historic areas. Now that I have lived here for awhile it brings to mind crime, gangs, drugs, the homeless. These are the things that are my concern on a daily basis.
I don't think it's fair to refer to the whole region as Wilmington. Wilmington is Wilmington and a very small area proportionately.
Wilmington and Greater Wilmington will create too much confusion with the same city in
Delaware and other states. If we want to be truly unique, we have to consider this. Also, New
Hanover County doesn't mean much to people and there are many 'port cities' in the United
States. Hollywood East only ties us to one thing. Do we want to be known as only a movie place?
WE are too close to Wilmington, Delaware so there may be some confusion initially with that.
As to Port City, I feel that this is a 'local pride' feeling difficult for transplants or others outside of NC.
They all lack clarity. There are a number of 'Wilmingtons' in the nation, and New Hanover
County does not include Brunswick and other adjacent counties which are part of the region.
‘Dumb question'. They are all appropriate or 'good' depending on the context of the conversation you are having. They all describe different aspects of the geographic area.
These all have negative or lofty implications.” [refers to Cape Fear, Greater Wilmington and
Hollywood East]
Having lived in the Washington, D.C. metro area, I think most people think of Wilmington as opposed to Greater Wilmington. Greater Wilmington sounds like a Yankee distinction. Also, the name Wilmington conjures southern charm, gorgeous beaches and wonderful nightlife. New
Hanover County sounds a little dull.
Cape Fear is not a place and not searchable; county reference is primarily for residents and not as recognized outside of area and state; film reference is niche and not as recognized if one doesn't follow the entertainment/film industry
When I speak of this area, I want people to know its name - not some smarmy, cutesy label. It is a place to live, love, and long for when you're away from it.

Description of a Typical Resident
(additional qualitative comments)
Note: commentary is verbatim from survey output and has not been edited for spelling or grammar.
Your average person here is a kid in his mid- to late-twenties... freshly out of school and just got hired by one of our larger local companies such as GE, PPD, Corning, Live Oak Bank, nCino, or
Castle Branch. Laid back personality, yet constantly active within the community. Participates in tons of water sports such as paddle boarding, surfing, or some form of fishing (deep water, flounder gigging, spear fishing, etc.). Enjoys all of the local entertainment from Azalea Fest to the great shows that come to Greenfield Amphitheater and other venues. Goes downtown and the beach for nightlife fun. (3)
(surf, beach, local, active, tan, laid back)
(male, $100+, non ilm, 45-54, 4-6 years, employed)
Young active professionals with a focus on family life. Outdoor activities are key, while still holding a productive job, while providing kids a good education. (15)
(family oriented, businessman, young, outdoor, active)
(male, $25-$50K, ilm, 26-34, 4-6 years, employed)
Wilmington is represented by a young, working-class majority. The area is conducive to physical activity and you will find many people participating in all types of exercise, throughout the city.
(25)
(young)
(male, $75-$100K, ilm, 45-54, 1-3 years, employed)
Wilmington is a 50/50 mixture of locals and transplants. Some people have lived here their whole lives and are they typically southerner and then because of the University and other organizations there are other residents that are from all over the country with a mixed educational background, typically with at least a bachelors degree, but often a masters. (36)
(transplant, local, middle-aged, southern)
(male, $0-$25K, ilm, 18-25, 7-9 years, student)
When i think of someone from Wilmington i think of a laid back attitude when it comes to the small things but most people also have a good work ethic. People are generally nice and friendly with outgoing demenors. Very willing to talk about their city and why they love it so much.(54)
(laid back, friendly)
(female, $0-$25K, ILM, 18-25, 4-6 years, employed)
We spent a lot of time living in DC, so to me, the main difference about a person living here is that no matter what their job is, they have time for a life outside of their career. The person living here has a job, is involved in their church, belongs to a club, is active and spends time outdoors. (64)
(religious, outdoor, active)
(female, $100K+, non ilm, 35-44)

very laidback, participates in outdoor activities whether on the water or in nature, environmentally friendly, genuinely happy to live in the area (83)
(outdoor, friendly)
(male, $100K+, ilm, 26-34)
Typical person from here hates cold weather. They love sunshine and being outdoors, whether that's surfing, walking the dog, or participating in bike rides and races on the walking trails around town. It's the Southern lifestyle with a touch of class. People are successful, and there's always something to do or see. (112)
(surf, outdoor, southern)
(male, $0-$25K, ilm, 18-25, 7-9 years, employed)
Two kinds of people those her grew up here and knew what a gem it was and stayed or those who discovered it and chose to move here. I am the second kind of person. We are educated, civically minded, outdoorsy. (115)
(outdoor, educated)
(female, $25-$50K, ilm 18-25, 10+ years, employed)
This person is not from Wilmington -- they picked Wilmington. They love the water and get in or on or under it whenever possible. They also love the movies and appreciate living somewhere that makes films and hosts an eclectic film festival. They have a sense of history, enjoy good food, and thrives living with all kinds of different people from all over the country. (147)
(foodie)
(male $50-$75K, ilm, 35-44, 10+ years, employed)
This person is between 25-50 and is someone who loves the outdoors, is involved in their local community/school system, and is from somewhere between New York and Wilmington. We have a strong presence of northerners but I find that most are adopting the southern laid-back lifestyle instead of bringing the fast-paced Northern world here. This person also is someone that works in one of four industries: Education, Pharmaceuticals, Tourism, or Insurance/Real Estate.
(149)
(service industry, local, middle aged, outdoor, laid back, southern)
(female, $25-$50K, ilm, 55-64, 4-6 years, employed)
This person has lived in other parts of the country. He/she is outgoing, likes the outdoors and is active in the community and his/her church. This person could be a real estate agent or a business owner whose job entails promoting the area attributes. This person (me) has chosen to live here.
(154)
(religious, outdoor, active)
(female, $50-$75K, ilm, 26-34, 10+ years, employed)
There is a wide range of people in this area---from all backgrounds and walks of life. There is a good mix of locals and transplants. There are many avid golfers and fishermen living in this area. Lots of folks here like being associated with UNCW. (210)
(transplant, local, golf)
(female, non ilm, 55-64, 7-9 years, employed)

There are so many types of people who live here in Wilmington! I'd say this person is working middle class, maybe self-employed. He could also work for one of many small businesses or in the service industry. She doesn't like inconvenience. He enjoys the night life and eating out with friends. She is attractive, fit and proactive about staying healthy. He may have a family, but probably not. She most likely rents his home. He has a tattoo. She attends city wide events and cultural gatherings. (221)
(family oriented, service industry, small business, active, fit, friendly, healthy, middle class)
(male, ilm, 55-64, 4-6 years, employed)
The 'typical' Wilmington person loves nature in some way (beach or parks or river or animal life)... and has a story about how they got to Wilmington, what kept them here and what they love about it. That's the only thing I see in common across the board! (249)
(beach, transplant)
(male, $100K+, ilm, 55-64, 10+ years, employed)
The typical person is a transplant from a different part of the country that stopped in Wilmington on vacation and decided to stay. Also, many people retire here, like myself, to work in the community as volunteers, with non profits or working part time. Can't forget the opportunities for playing golf and boating.
(boat, transplant, retiree, fit, golf)
(male, $100K+, ilm, 35-44, 10+ years, employed)
The typical person from this area is not from this area. I know that does not make sense but it is true. I have talked to so many people and very few of them were born here. Many people from
NC and many from the north east. I think that is what gives this area a great balance. The southern hospitality without the redneck if you get my drift. I felt very comfortable here from the very start and adjusting here was very easy. The people made it ease and again I have more friends here that I did in New England. The clothes are layered, day starts cool and warms up.
Another big factor is that the sun shines here. Winter here is a whole lot better than the northeast. It really does have an effect on your savvy. I like being called sir, my wife likes being called mam. (281)
(friendly, southern)
(ilm, 1-3 years, retired) the typical person form here is hospitable, friendly, outgoing, gracious, happy, content, and feels great about living here in Wilmington. Most people are hard working whether they are working or volunteering. Most people attend some form of church and speak openly about it to anyone.
They say God bless you and always wish you well. There are more smiles then frowns here.
(285)
(religious, friendly)
(male, $100K+, ilm 35-44, 10+ years, retired)

The person is male. He was born and grew up somewhere other than Wilmington. Something brought him to Wilmington -- perhaps to attend UNCW or visit a friend. He fell in love with the area. He's self employed. Makes a decent living -- middle income. He has a family. His leisure time is spent at the beach. He surfs. He fishes. He loves being outdoors with his family. He has a dog. When not at work or at the beach, you can find him attending the various community events
-- Azalea Festival, Riverfest, etc. He's an active member of a non-denominational Christian church. (309)
(surf, beach, religious, active, outdoor, friendly)
(male, $75-$100K), ilm 45-54, 10+ years, employed)
The person is easy going, with sandy hair, beautiful tan, and spends a lot of time on the beach, biking, or running. His normal attire is khakis, a polo and soft leather shoes. He is very fit and very friendly. (311)
(beach, tan, fit, friendly)
(male, $50-$75K, ilm 35-44, 7-9 years, employed)
'Suzi' is a teacher. She has a masters degree and lives in a small ranch in the Carolina Place neighborhood where she regularly shares a glass of tea with her neighbors on her porch. She is a white female that loves the beach and tries to eat organic foods. She is politically engaged and likes live music and has a dog who she walks around the neighborhood, takes to the dog park and wanders downtown with for a cup of coffee at the cafe. Her boyfriend 'Todd' works for PPD downtown and has an executive MBA that he received from UNCW after he started working for
PPD after graduating from Duke. He drives an SUV and goes boating on the weekends with his friends at Wrightsville Beach. He drives up to Raleigh or to Myrtle Beach for an occassional concert. He spends time at beach bars on the weekends and buys organic dog food but generally eats out at local restaurants. He lives in the Ogden area where he just purchased his first home.
(347)
(boat, beach, white, local, foodie, friendly)
(female, $75-$100K, ilm, 55-64, 1-3 years, employed)
Someone who enjoys outdoor activities. Could be from anywhere in the world. Educated, talented in some way. More likely to be fit. Retired, a student or hard working middle class type.
(368)
(student, outdoor, fit, educated, middle class)
(ilm, 10+ years, employeed)
Since I was born and raised here, I feel like this person is me! Drawing a picture, I would say the person is warm, welcoming, southern/hospitable (sweet tea and apple pie), physically active
(so much to do here!), engaged in the community (volunteering), well educated (so many retirees and people with years and years of experience here), laid back (no one is in a hurry around here), and loves life! (376)
(retiree, active, laid back, educated, southern)
(female, $50-$75K, ilm 35-44, 10+ years, employed)

Professional with a family; age 25-45; active lifestyle - interests include cultural, water sports, outdoors, time with family & friends; from outside the Wilmington area having relocated at some point in time for profession. (410)
(family oriented, businessman, outdoor, active, friendly)
(male, $0-$25K, ilm, 18-25, 7-9 years, employed)
Professional Career - College Educated - In shape - Sun Tanned - Does Triathlons - Goes out to eat downtown - Has a nice Garden (with Azaleas) - Kids - Movie Buff. (413)
(businessman, tan, educated, friendly)
(female, $50-$75K, non ilm, 45-54, 10+ years, employed)
People in our area are happy, relaxed and very kind. they work here because they love the area and most likely have given up higher paying jobs to move to the area or stay in the area. they are active, healthy and involved. (435)
(active, laid back, healthy)
(male, $100K+, ilm, 65+, 10+ years, employed)
Male in his 30s from the triangle area originally - went to UNCW and stayed, married, 1 child, working in banking. Attends PC3. Runs in marathons and plays golf occasionally. Active in
Sertoma. Registered Republican. Used to rent at Wrightsville Beach but purchased a home 5 years ago and is still upside down. Drives a 2009 Jeep Cherokee. Gets together with buddies once a year to charter a trip to the gulf stream. (534)
(beach, family oriented, twenty, thirty, active, golf)
(male, $100K+, ilm 35-44, 10+ years, employed)
Laid back. Enjoys the beach. Enjoyable personality. Happy, Welcoming. In shape. Good looking. tan, polite. out going (554)
(beach, tan)
(male, $100K+, ilm 45-54, 7-9 years, employed)
I think most people from Wilmington (natives) are laid-back, friendly, and fun to be around.
They work hard, and play hard. I'm not from Wilmington originally, but I feel that I fit right in with most people that are from here. (633)
(local, fit, laid back, friendly)
(ilm, 7-9 years, employed)
I don't think there is a 'typical.' My friends, co-workers, acquaintances are of many income levels, occupations from physicians to bartenders, wealthy businesspeople to just gettin' by. If there is a common thread that runs through them all, it's a casual openness, a warmth, an accepting nature that seems to be prevalent here. (657)
(tan, friendly, atypical)
(male, $50-$75K, ilm, 26-34, 4-6 years, employed)
I choose to describe a person about 30 years old. He/she is active, involved in the community, well educated, and forward thinking. He owns his own business downtown. She works for a large Pharmaceutical This person ( people)chose Wilmington for the many venues for their

active life style and as a place to raise their growing family. his person is a marathon runner, swimmer and belongs to a bicycling club. Her/his father is also active and belongs to the rowing club. This person and their family are from both Tennessee and Pennsylvania. They chose the
Cape Fear region for all it's possibilities. (674)
(family oriented, thirty, active, educated)
(female, $25-$50K, ilm 18-25, 1-3 years, retired)
I am describing a typical Mom in this area. Stacey came from NY. She attended UNCW and when she graduated she loved Wilmington so much that she stayed. She got a job at a cell phone company in management and made enough money to purchase her first home. She met a native
Wilmingtonian, fell in love & they married. Sold her first home and moved to a larger home in a neighborhood with other families. Her typical day is to watch her oldest daughter compete in which ever sport event of the day for Kayla. Kayla seems to excel in swimming, soccer, t-ball, gymnastics and now runs with her Mom who I forgot to mention competes in races for fun.
Stacey and Mike are very active in the local elementary school. They just bought a boat this summer for the whole family to enjoy. Her parents loved Wilmington so much and typical for most parents up North they retired and moved here. After selling their home up North, they had enough money to purchase a home here almost debt free. This is a typical case of a young person attending college here, marrying, starting a family, and then the Parents move down.
Wilmington has a lot to offer all age groups. (688)
(boat, family oriented, transplant, retiree, local, young, active)
(female, $75-$100K, ilm 35-44, 10+ years, employed)
He/She moved here from ?...Wilmington is a melting pot. Anyway...Came here because he still wanted to have 4 seasons, just wanted a little less cold. He believes that a good like can be experienced with a diversity of things to do. Not an easy question. I like to believe that he is optimistic and open to what can be experienced in such a diverse city (699)
(none)
(male, $25-$50K, non ilm, 65+, 1-3 years, employed)
Casual, flipflops, outdoors type, tan. (804)
(outdoor, tan)
(male, ilm, 35-44, 10+ years, employed)
Beach lovers, boating enthusiasts. (822)
(boat, beach)
(female, $100K+, ilm 35-44, 7-9 years, employed)
Attractive man in his young 30's, a successful businessman, either a business owner, or an investment banker, etc. Tan, muscular, nice, pleasant, very smart, active, sporty. Person is probably not from this area b/c most people move here from other areas. The person runs in races, surfs, goes to the gym, plays basketball, probably is married and has a child or two. Very happy, pretty family, doing well in life. (825)
(surf, family oriented, businessman, young, thirty, active, tan, friendly)
(male, $50-$75K, non ilm, 26-34, 4-6 years, employed)

What would you say to someone to convince them to come to the area?
(additional qualitative comments)
Note: commentary is verbatim from survey output and has not been edited for spelling or grammar.
You get the best of everything - vibrant, historical downtown on the riverfront, nearby beaches, scenic area with lots of historic and natural beauty, friendly people, active lifestyle, thriving arts and film scene. (5)
(friendly, beach, historic, people, art, downtown, film)
(Male, 45-54, $125 - $150K), 10+ years, ilm, employed)
You cannot miss living near the beach, especially Wrightsville Beach. You have a beautiful historic downtown area with cute shops and great restaurants. There are some decent bars but not many cater to the young- middle age professional crowd. The restaurant bars are better for that set. UNCW helps to bring in quite a bit of diversity to a small city like ours. Wilmington is a bit of an artsy town, so there are always art shows, music shows and theatre available, so you definitely can get a taste for some fun cultural things to do. It is certainly a family friendly city.
One of my favorite things about Wilmington is that that people here are big on promoting and supporting local businesses and artists. It took forever for Starbucks to break into the
Wilmington market because our local coffee shop, Port City Java, securely held the market for a long time. I find great pride in the fact that chain restaurants and businesses have not always had the easiest time establishing themselves in Wilmington. Our local culture has strong support, which is pretty cool! (7)
(friendly, beach, historic, people, culture, restaurant, art, downtown, university, shop beautiful)
(male, 65+, $1000-$125K, 10+ years, ilm, employed)
Wilmington, NC has so much to offer. We have the coastal beaches with beautiful, clean sand.
We have a thriving downtown riverside area with live entertainment nightly and local southeastern North Carolina cuisine can be found throughout the city. We have lots of cultural influences that is found in many of the larger southern cities but without all the traffic and headache. Thanks to our unique position between the river and the beach our climate is always a little warmer than many other communities in southeastern NC. We also offer wonderful golfing and other outdoor sports for the outdoor enthusiast and the adventure thrill seeker.
(weather, beach, downtown, outdoor, beautiful) (25)
(female, 18-25, $25-$50K, 10+ years, non ilm, employed)
Wilmington is a wonderful coastal city with Southern, historic charm. Plenty of boating, fishing, and beaches to explore. And then there is the very historic downtown on the river front, with some of the best restaurants in the South East. (33)
(beach, historic, restaurant, downtown)
(10+ years, ilm, employed)
Wilmington is a rapidly developing city with a long history behind it. It is a beautiful city and area with many scenic places. You can cool off in the Atlantic Ocean or the Intracoastal
Waterway during the summer, and not have to deal with freezing cold winters. We have recently gotten many amenities here that are usually only found in larger cities, such as a Whole Foods,

Trader Joe's, and Chipotle Mexican Grill. We have a belt line (I-140) under construction, and a proposed skyway (Cape Fear Skyway) that will hopefully be constructed. (38)
(beach, water, beautiful)
(male, 45-54, $50-$75K, 10+ years, ilm, employed)
Wilmington is a beach community. It's not a huge city but big enough to have plenty of options.
Live where people like to go for vacation...Life is a vacation. If you want to go out of town for a weekend, you have Raleigh (up I40), Myrtle Beach and Charleston (down Rt 17), and Charlotte and the mountains (via Rt 74/76) (47)
(beach, people, community)
(male, 35-44, $150K+, 10+ years, ilm, employed)
Wilmington has two very different sides. You can go east and experience life on the beach in a small, quant southern town or go west and get a feel for our active, exciting downtown area.
You’re only a few hours from Raleigh and Myrtle Beach and cost of living is absurdly low. The bad side is our crime is unreal and unless you’re self-employed or independently wealthy you'll have a tough time finding a real job. (48)
(beach, downtown)
(male, 45-54, $150K+, 4-6 years, ilm, employed)
'What's YOUR Wilmington'...sorry, just had to That that out...could be a brilliant campaign with the proper footage and imaging. Anyway...I would tell them about a few of the great places to eat, the Theater scene, the Beaches and boardwalks, Historic Downtown and the great shopping
(63)
(beach, historic, downtown, shop)
(male, 65+, $150K+, 1-3 years, non ilm, employed)
Well I am a 23 year old single male and I always rant about the beautiful woman here. I also tell people that Wilmington is the perfect size...not too big, not too small....just right. I used to live in
Virginia Beach and that city is way too big! We have a college, a beautiful downtown, a beach, a waterway, great music, great food, and so much more. It is the perfect combination for someone who loves to live near the water. (69)
(beach, people, water, downtown, beautiful)
(male, 55-64, $25-$50K, 4-6 years, ilm, employed)
Well being from the northeast(CT) I'll tell you what sold me. 1. Weather it is a bigger factor than you think, warm not hot most of the year still have the seasons. The hospitality, the people are really nice here. Most of them anyway. The variety of things to do. Beaches, shopping, food, arts, great university, and the river. (71)
(weather, beach, people, art, university, shop)
(female, 65+, $100-$125K, 1-3 years, non ilm, retired)
We have the ideal mix of big city convenience with small town charm. I love that we have great shopping, a large university and all of the big box stores but with a ton of local businesses within an easily navigable area. Of course, the beach and accesses to water are a major plus and the weather is awesome. (84)

(weather, beach, water, university, shop, small town)
(male, 26-34, $25-$50K, 7-9 years, ilm, employed)
We have perfect weather 80% of the year, people are cool and laid back, we have plenty of room to expand and grow, we are at the beach but not far from mountains, big cities, etc. There is NO better place to live. (88)
(weather, beach, people, laid back)
(female, 45-54, $150K+, 10+ years, ilm, employed)
We have all 4 seasons which includes a mild climate. There is something for everyone to do, no matter what your interest are except for snow activities and those are only a few hours away to the mountains of NC. (104)
(weather, activities)
(10+ years, ilm, employed)
We have a great quality of life, the beach, the river walk, good shopping, great university, and generally good weather. The arts are thriving, a new convention center, and soon new fine arts center at CFCC. The historic district is great. I had a friend come to Wilmington a few years ago and he made a comment they we were a, '... great little secret.' In other words it was a place more people should learn about and enjoy visiting the area. (107)
(friendly, weather, beach, historic, people, art, university, shop)
(male, 65+, $75-$100K, 10+ years, ilm, employed)
This area has a lot of natural beauty. We have several beaches that are beautiful. Lots of parks and outdoor areas. There's a large art/creative community. We have several colleges/universities.
There are always fun community events going on. You'll never be bored in Wilmington. Lots of restaurants and upscale shopping. A wide variety of people. (145)
(beach, people, restaurant, art, outdoor, community, shop, beautiful)
(male, 55-64, $50-$75K, 10+ years, ilm, employed)
The weather is great, the people are wonderful, the history is fascinating, we have a fabulous arts calendar and UNCW & CFCC offer so much related to continuing education & sports so if you're bored here it's your own fault! (171)
(weather, people, art, university)
(female, 26-34, $25-$50K, non ilm)
The weather is beautiful and the people are very friendly. It's a great place to raise a family and
Wilmington offers a better quality of life. (178)
(friendly, weather, people)
(male, 55-64, $150K+, 7-9 years, ilm)
The people are great...extremely friendly and welcoming. Very outgoing community that is open to any and all outsiders. So much to do all the time for any interests you might have. Great restaurants and local music. (197)
(friendly, people, restaurant, community)
(female, 26-34, $50-$75K, less than 1 year, ilm, employed)

The charm, the scale and the weather. Most new construction is helping the keep the charm factor though more restrictive coding wouldn't hurt. The scale is that you can be almost anywhere in 20 minutes. The weather is generally great except for August and hurricanes.
(224)
(weather)
(female, 18-25, $0-$25K, ilm)
That Wilmington is a beautiful area with warm climate, friendly people, lovely beaches and lots of historical & cultural activities. (263)
(friendly, weather, beach, historic, people, activities, beautiful)
(male, 45-54, $150K+, 10+ years, non ilm, employed)
Small town feel, nice people, good shopping and restaurants, lots of outdoor amenities, great music scene. Casual and relaxed way of life (304)
(people, restaurant, shop, laid back, small town)
(female, 26-34, $25-$50K, ilm)
Since I am originally from Savannah, Georgia I always tell people that Wilmington is a smaller version of Savannah. Savannah has more fame if you will, and people always say ' I love
Savannah or I have always wanted to visit there.' So, I tell them that Wilmington has the same charm and feel as the larger city. (318)
(people)
(female, 26-34, $25-$50K, 10+ years, ilm, employed)
Quality of life, weather, university, active downtown, the people, ocean & river, boating, surfing, active social life, dining is wonderful, well maintained, new & growing... (338)
(weather, beach, people, downtown, university)
(female, 45-54, $75-$100K, 7-9 years, ilm, employed)
On the move. Increasingly vibrant, both economically and culturally. No shortage of things to do. A wonderful blend of past and future, historic charm and cutting-edge opportunity. Not too big, not too small. Temperate climate. I feel at home here and I've only been here a short time.
'The best is yet to come.' (371)
(weather, historic, opportunity)
(1-3 years, ilm, employed)
No matter where you live in the area, everything you want or need is within a few minutes drive.
I live in 28405. I can be downtown at the River Walk, the restaurants, the battle ship, etc in 15 minutes --or less. Regarding UNCW, I would tell parents of prospective about the active campus life, the excellence of the school and the transportation system. For retirees I would recommend the climate, tax structure and the friendly nature of the inhabitants----with the exception of a few idiot drivers. OOPS, sorry about that. (386)
(friendly, weather, restaurant, downtown, university)
(female, 26-34, $50-$75K, 1-3 years, ilm, retired)

It's beautiful -- the downtown riverfront, the weather, the Azalea Festival, the beaches. It's more affordable than equally nice places near beaches in other parts of the country. It offers variety: downtown arts, outdoors (from hunting to surfing), everyone from university students to retired folks. It has a lot of history (both good and bad) but is still a growing community. (480)
(weather, beach, art, downtown, university, outdoor, community, beautiful)
(male, 35-44, $50-$75K, 10+ years, ilm employed)
I would tell them that Wilmington is the perfect combination of everything I love... Beautiful beaches, wonderful people, a quaint historic Downtown, a sense of community, fabulous restaurants, just enough culture with theater/arts, spectacular golf courses and wonderful parks, etc. But at the end of the day it's the gracious people of Wilmington that make it what it is. I have lived all over and we chose to return to Wilmington when my husband retired from the
Marine Corps. (586)
(beach, historic, people, culture, restaurant, art, downtown, community beautiful)
(female, 55-64, $100-$125K, 10+ years, ilm, employed)
I would tell them that Wilmington has many assets, culturally and natural resources; many things to do for recreation or sightseeing, there is a growing clean tech business presence that is attracting creative and innovative young thinkers; that the area is opening the door to sustainable growth and economic development; and that the area has tremendous potential. (588)
(none)
(male, 65+, $100-$125K, 10+ years, ilm, employed)
I would simply convey the reasons we moved here. The mild weather, the low cost of living
(compared to California where I'm from), the beautiful beaches, the historic downtown, the easy pace of life, the southern hospitality, the abundance of recreational opportunities, local culture, the University, and the movie studio. (630)
(weather, beach, historic, culture, opportunity, downtown, university, beautiful)
(4-6 years, ilm, employed)
I would first try to find out what is important to them. Climate: temperate with seasonal changes. Good air quality. Ocean and River. Many Cultural and recreational activities.
University. Good accessible Health Care. Many housing choices also retirement communities.
Shopping. 'Wilmington has it all' (653)
(weather, beach, university, activities, shop)
(10+ years, ilm)
I live about an hour from North Myrtle Beach, but we have many close beaches that are even nicer than Myrtle. We have a great downtown scene and there is a ton to do. Wilmington is family friendly even though it is a college town. The local food places are excellent and there is almost nothing missing from our local area. (681)
(friendly, beach, downtown)
(female, 45-54, $150K+, 1-3 years, non ilm, employed)
I HAVE LIVED HERE ALL MY LIFE AND WOULD NOT WANT TO LIVE ANYWHERE
ELSE. THE WEATHER IS GREAT, WE HAVE LOTS OF SHOPS HERE NOT ONLY BY

THE RIVER BUT ALL OVER THE COUNTY. THE FILM INDUSTRY IS GROWING AND
WE ALSO HAVE A HEALTHY THEATER AND ARTS REPRESENTATION HERE. (685)
(weather, industry, art, film, shop)
(male, 55-64, $150K+, 10+ years, ilm, retired)
I find myself falling in love with Wilmington constantly. I love the historic charm of downtown, and I feel deeply connected to our city and state every time I see the Cape Fear River. It makes me proud to be here to know Wilmington was such a vital role to the economic growth and empowerment of North Carolina and the Southeast United States. I love the energy of
Wrightsville Beach. It is just big enough to have lots going on without the cheesy billboards, shopping centers, and sky rise hotels of bigger beaches like Myrtle Beach. I love the comradory of beach locals. I live downtown now for the first time after moving here 8 years ago. I feel that the community is big enough to meet someone new all of the time, while still being small enough where you see many of the same faces quite often. That goes for most of the region, not just downtown. Wilmington is big enough to excite your senses with new people, places, entertainment, while at the same time being small enough to make you feel at home everywhere you go. (690)
(beach, historic, people, downtown, community, shop)
(male, 55-64, $150K+, 7-9 years, ilm, employed)
Essentially 3 seasons with no snow, beaches, friendly, reasonable cost of living, Federal retires pay no state tax, lots of history & theater arts, 50% of population is Northerners (896)
(friendly, beach, art)
(male, 65+, $150K+, 1-3 years, ilm, retired)
1.) ocean/beach access 2.) Good health/medical care facilities 3.) University (UNCW) 4.)
Good cultural events 5.) Great weather 6.) Environmentally good region (1114)
(weather, beach, university)
(female, 55-64, 10+ years, ilm, employed)