This document summarizes a webinar presented by Atlas Advertising and Cushman & Wakefield on how site selectors are using GIS to evaluate locations. It discusses how site selectors are relying more on GIS and data to shorten the evaluation process. Research from Atlas Advertising shows that site selectors most frequently access property and business databases, maps, and demographic reports from economic development websites. The webinar also provides examples of how a site selector at Cushman & Wakefield utilizes tools like GIS mapping, databases, and spatial analysis to evaluate locations for clients. Economic developers are encouraged to have robust GIS systems on their websites to provide the key information site selectors need.

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Your Hosts
Ben Wright
CEO, Atlas Advertising
benw@atlas-advertising.com
www.twitter.com/atlasad
Keith Gendreau
Consulting Manager,
Global Business Consulting
Cushman & Wakefield
Keith.Gendreau@cushwake.com
Guillermo Mazier
Business Development,
Atlas Advertising
guillermom@atlas-advertising.com
www.twitter.com/atlasad

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About Atlas Advertising and Atlas InSite GIS
Atlas Advertising helps economic developers reach national and international prospect
and site selection audiences. We deliver branding, website development, GIS mapping,
research, social media, and creative services professionally and with a staff experienced
in economic development.
Atlas InSite is Atlas’ industry leading GIS platform, the first to be fully integrated with
economic development websites. Used in 27 states and large markets, representing
thousands of communities in the US and Latin America, Atlas InSite is the fastest
growing GIS system in the economic development profession.
Featured clients who use Atlas InSite:
– State of Ohio
– Tennessee Valley Authority
– Right Place, Grand Rapids Michigan
– Alabama Power Company
– Hoosier Energy
– Enterprise Florida
– State of Colorado
– Commerce Lexington
– Columbus 2020

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About C&W Global Business Consulting
OFFICE INDUSTRIAL RETAIL
• Location strategy and site
selection
• Facility network and inventory
optimization
(St. Onge Company)
• Incentive negotiation
• Facility design and operations
improvement (St. Onge
Company)
• 3PL advisory services
(St. Onge Company)
• Market capacity Studies
• Customer behavior & trade
area analysis
• Site analysis
• “Reverse” location study to
create marketing interest for
a proposed development
• Local and regional
occupancy strategies
• Portfolio optimization and
rationalization
• Labor and location
strategies
• Incentive negotiations
• Workforce deployment
optimization
Cushman & Wakefield Global Business Consulting helps clients solve complex
challenges that reside at the intersection of business operations and real estate. The
results we deliver reduce costs, improve operating efficiencies, and increase revenue
for our clients.

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Download the slides, listen to the video,
continue the dialogue
• Continue the Conversation:
– Follow us on Twitter: www.twitter.com/AtlasAd
– Tweet questions using hashtag #AskAtlas
– Join Next Gen Economic Development Marketers LinkedIn Group
• View and share the slides with your colleagues (available now):
http://bit.ly/fQB6hC
• View and share the video with your colleagues (Late May): http://bit.ly/fjc3Ex

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Offer to Webinar Attendees:
Get a free comprehensive assessment from Atlas. This assessment will include:
• If you currently have a GIS System, we will:
– Review of your current GIS system relative to the benchmarks presented in this
webinar
– Provide suggestions to improve performance and overall system value
• If you don’t currently have a GIS system, we will:
– Review your website relative to content and features site selectors commonly
use
– Recommend ways to improve your website using various elements of GIS
technology.
To receive an assessment, please chat “Assessment Please” into your chat
window at any time in the presentation. We will follow up with you after the
presentation.

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Outline
1. Questions We Will Answer
2. What Atlas Research Says about GIS Usage
3. How a Site Selector Specializing in Manufacturing and Office Uses GIS
Today
4. How Economic Developers Can Help
5. Q+A
6. Share the Slides and Video
7. Next Atlas Webinar

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Questions We Will Answer
1. How Has the Process of Location Selection Changed?
2. Do Site Selectors, Prospects, and Other Users Really Use GIS Today to
Evaluate Locations?
3. Should I Have a GIS System?
4. How Should My GIS System Relate to My Website?
5. Where Does GIS Data Come From, and Who Maintains It?
6. What Do Communities Spend on GIS?

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How Site Selectors Are Using GIS to Shorten
the Location Evaluation Process:
What Atlas’ Research Says

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The Corporate Location Process

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Please rate the following in terms of their
importance as a source of information:
Information Source % Important, 2013 % Important, 2006
Site visits (including familiarization tours) 100% 100%
Existing relationships with ED officials 95% 88%
Community websites 90% 63%
Third party national data sources 90% n/a
Past experience with other deals 81% 71%
Word of mouth from peers 57% 43%
Calls from local officials 48% 29%
Existing relationships with local real estate
community
38% 29%
National conferences 29% 0%
Trade magazines 29% 14%
Social Media/Social Networks 24% n/a

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Most Important and “Fastest
Growing” Location Factors
2013 2006 % difference
Access to customers (large markets) 95% 69% 26%
Financial incentives from communities 95% 69% 26%
Proximity to a research university 67% 43% 24%
Access to technical/scientific workers 90% 70% 20%
Quality or fit of specific real estate 90% 75% 15%
Access to transportation infrastructure 90% 76% 14%
Pro-business tax-regulatory climate 95% 83% 12%
Access to senior management talent 76% 64% 12%
Quality of life for employees 62% 60% 2%
Ability to recruit workforce 95% 96% -1%
A rapidly growing region 57% 60% -3%
Access to cultural amenities 43% 49% -6%
Access to outdoor recreation 10% 38% -28%
Climate (weather) 29% 58% -29%

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Top Pages Used on Atlas Websites
That Include a Link to An Outside GIS
System/Property Database
Page Views Per 100 Site Visits
About Us 11
Site Selection Services 11
Data Center 10
Contact Us 7
Visits to Property Search or GIS 5
Source: Study of Analytics of Atlas websites with a link to an external GIS

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Top Pages Used on Atlas Websites That
Include Integrated GIS
Page Views Per 100 Site Visits
Property Searches 38
Business Searches 23
Visits to GIS Landing Page 19
About Us 14
Data Center 12
Contact Us 10
Site Selection 7
Source: Study of Analytics of Atlas InSite websites with integrated GIS

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Question:
What information are you most frequently
asked to provide for Site Selectors?
(Enter answers in chat window)

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How Site Selectors Are Using GIS to Shorten
the Location Evaluation Process:
How a Site Selector Specializing
in Manufacturing and Office Uses
GIS Today

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Keith Gendreau
• Based in Minneapolis, MN
• Consulting Manager
• Geographer by Trade. Master’s
Degree in Economic Development.
• Specializes in Location Strategy and
Labor Analytics for Office and Industrial
Projects

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Typical Phased Site Selection Approach
(Industrial)
PHASE 1 PHASE 2 PHASE 3 PHASE 4
MOBILIZATION &
CRITERIA
DEVELOPMENT
IDENTIFY
PREFERRED
LOCATIONS
DUE DILIGENCE ON
FINALISTS
INCENTIVES AND REAL
ESTATE ACQUISITION
• Freight-cost
analysis
• Screen out poorly
suited regions
• Initial property
review and visits
• Comparative
analyses of
locations
• Site risk assessment
• Site/community
tours
• Labor market & site
due diligence
• Cost and conditions
modeling
• Incentive and real
estate RFPs
• Executive tours
• Negotiations
• Document negotiations
in MOU / PSA
• Final transaction
• Review client
studies
• Confirm facility
specifications
• Visit similar facility
• Develop critical
location criteria
RESULT
Confirmed search
area & project
specifications
RESULT
4 to 6 locations in 2
to 3 states
RESULT
2 to 3 finalist
locations in 2 states
RESULT
Site control; documented
incentives
Provided by Cushman & Wakefield

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Measurable Evaluation Criteria to Support
Decision-Making
MEASURABLE CRITERIA TO ASSESS LOCATIONS AND COMPARE THEM
AGAINST ONE ANOTHER.
• UTILITY INFRASTRUCTURE CAPACITY AND AVAILABILITY: Electric infrastructure; utility
extension distances; natural gas availability; water supply; wastewater; service providers
• MARKET / SUPPLIER ACCESS AND TRANSPORTATION INFRASTRUCTURE: Rail access;
highway access; port access; customer service; supplier proximity
• LABOR AVAILABILITY AND QUALITY: Civilian labor force; manufacturing employment,
competition and industry presence; union presence and activity levels; hiring/retention
experience of local employers
• EASE OF IMPLEMENTATION / TIMING: Wetlands; flood plains; air quality attainment; zoning;
permitting timelines; construction services; site readiness; potential environmental issues
• SITE AVAILABILITY AND QUALITY: Configuration; expandability; ownership structure;
easements; surrounding land use
• BUSINESS CLIMATE / COMMUNITY FIT / REGULATORY ENVIRONMENT: Pro-business
environment; recent history of success; experience of local economic development team; after-
care potential
Provided by Cushman & Wakefield

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FILTERS
Transportation Access
Labor Availability
Labor Costs
Industry/ Skills Presence
Business Climate
Utility Costs
Labor
Relations
Govt.
Relations
Short
List
How Projects Select (or Eliminate) Your
Community
C&W SCREENS FOR KEY,
GEOGRAPHICALLY VARIABLE
BUSINESS DRIVERS USING THIRD-
PARTY DATABASES.
– Clients also dictate own
constraints, making each
process unique.
Early in the location screening
process, third-party databases are
used due to the volume of locations
considered; not community web sites.
Provided by Cushman & WakefieldRFI Recipients

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Identifying Suitable Properties
2 RFI responses received and catalogued.
1 Requirements translated to Request for
Information (RFI) issued to search area.
3 Properties evaluated versus facility needs
and grouped: Retain, Marginal, Eliminate.
4 Property inspections conducted to select
preferred sites. Clients typically attend.
Provided by Cushman & Wakefield

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Decision Support Data Sources and Tools
Geographic Information Systems (GIS) Mapping
Location specific wage database
Many others (e.g., EIA, Labor Relations Institute, Bureau of
Labor Statistics, U.S. Department of Education, etc.)
Comprehensive demographic and segmentation database
Comprehensive Industry employment forecast , population mobility data
Cushman & Wakefield Global Business Consulting maintains the most up to date demographic
databases and spatial analysis tools to execute projects.
Advanced spatial data processing
Provided by Cushman & Wakefield

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Spatial Software Use Example:
Alteryx
Commutation Analysis
Provided by Cushman & Wakefield

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Example GIS Application
Provided by Cushman & Wakefield

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Question:
If You Currently Have a GIS System, What
Information Do You Believe is Accessed
Most Frequently?
(Enter answers in chat window)

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Site Overlays Natural Disaster Risk Assessment
Additional GIS Use Examples
Provided by Cushman & Wakefield

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Labor Competitors Employment Plots
Additional GIS Use Examples
Provided by Cushman & Wakefield

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Recommended GIS Content on E.D.
Websites
Existing Building
Critical Search (Property Filter) Fields
Location
Minimum & Maximum Square Feet
Minimum Clear Height & Column Spacing
Sale, Lease, Both
Building Type (i.e., Industrial, R&D, Commercial,
etc.)
Specialty Feature (i.e., Call Center, Clean Room,
Cold Storage, Data Center, etc.)
Zoning
Docks
Rail Served
Max Distance to: Interstate, 4-Laned Highway,
Commercial Airport
Previous Use
Land
Critical Search (Property Filter) Fields
Location
Minimum Acres
Maximum Acres
Site Zoning
Rail Proximity
Max Distance to:
- Interstate
- 4-Laned Highway
- Commercial Airport
Brownfield or Greenfield
Configuration & Dimensions
All Utilities On-Site
PROPERTY SEARCH FILTERS
Provided by Cushman & Wakefield

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Base Layer Menu
County and City Boundary
Streets
Airport Runways , Noise Contours, Property Lines
Subdivisions
Zoning & Parcel Boundaries
Water Features (e.g., rivers, ponds, marsh)
Forest / Preserved Areas
Flood Plain
Elevation (10 ft and 2 ft contours)
Future Land Use
Color Aerials Clearly Depicting Easements
Rail (yards, spurs, main lines)
Utilities (to the extent available)
Recommended GIS Content on E.D.
Websites
PROPERTY SPECIFIC INFORMATION
Provided by Cushman & Wakefield

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How Economic Developers Can Help...

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General Website Essentials
• The essentials of an economic development website should embrace the following:
- Search engine appearance on key words. The most common phrases are:
- [PLACE] Name
- Economic development [PLACE]
- Available sites/buildings [PLACE]
- Site Selection [PLACE}
- Easy for user to circumnavigate.
- Designed for single customer as opposed to multiple (effectiveness for any one customer segment often diluted).
- Site map (menu) reflecting the categories of information pertinent to location selection, such as:
- Demographics, labor force, wages, training/education, major employers, new/expanding employers,
downsized/closed employers, market proximity (regional map), transportation, utilities, environmental,
taxes/incentives, establishing a business including permits, sites/buildings, quality-of-life.
- “Contact Us” section with descriptive email, phone numbers and key staff.
- Links to two “deep-dive” databases:
- Location information that follows national data standards recommended by the International Economic
Development Council (IEDC). Consists of 24 statistical tables, each devoted to a location factor category.
Reported at the county and where appropriate MSA level.
- Available site/building profiles with information recommended in the IEDC data standards.
- Provide links to other appropriate sites (e.g., Labor Office).
- For marketing purposes, be sure your site is linked to any agency promoting your area (e.g., tourism, chamber,
newspaper, etc.).

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Top-Notch Websites Embracing
GIS
Northern Kentucky:
• Cincinnati Airport runway flight noise
• http://arcims.boonecountygis.com/AirportB
ase/
Greater Wichita Economic Development Coalition
• “Location Scout” section
• www.gwedc.org/index.php
Jobs Ohio
• www.jobs-ohio.com
Charlotte Regional Partnership
• charlotteusa.com
Mecklenburg County GIS:
• maps.co.mecklenburg.nc.us/edgis
Kansas City Area Development Council
• www.thinkkc.com/
State of Colorado Department of Economic Development
• www.advancecolorado.com
Source: Boone County GIS
Alabama Power
• www.amazingalabama.com
Commerce Lexington Economic Development
• www.locateinlexington.com

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Ashville, NC
• Custom decision factors “heat map”
• http://gis.ashevillenc.gov/mapasheville/priorityplaces/
Top-Notch
Websites Embracing GIS

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Question:
Based on This Presentation, What Are the
One or Two Things You Would Change
About or Add to Your GIS System?
(Enter answers in chat window)

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Q+A

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Announcing Atlas InSite, the Fastest Growing
GIS System for ED in the United States, now for
any budget
Features:
• Property Database
• Business Database
• Data Maps
• Communities Maps
• Demographic reports
Pricing Configurations:
• States and Large Regions
with existing websites
• Smart Region/Smart City
Websites
• Small Cities and Counties
Latest Feature: Integrated
Prospect Proposals using GIS
data

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Thanks to the Tennessee Valley Authority, who
recently launched TVAsites.com, with Atlas
InSite technology
Features:
• Property Search
• Updateable Heat Maps
• National Community
Comparison
• Bing Birdseye Imagery
• Polygon Search
• Map Overlays
• All updateable by the TVA
• Local InSite

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Offer to Webinar Attendees:
Get a free comprehensive assessment from Atlas. This assessment will include:
• If you currently have a GIS System, we will:
– Review of your current GIS system relative to the benchmarks presented in this
webinar
– Provide suggestions to improve performance and overall system value
• If you don’t currently have a GIS system, we will:
– Review your website relative to content and features site selectors commonly
use
– Recommend ways to improve your website using various elements of GIS
technology.
To receive an assessment, please chat “Assessment Please” into your chat
window at any time in the presentation. We will follow up with you after the
presentation.

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Thank you and stay in touch!
Atlas Advertising
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
Cushman & Wakefield
Keith Gendreau
Consulting Manager
Global Business Consulting
keith.gendreau@cushwake.com