Airbnb Case Study

On December 4, 2014, the City of Raleigh served Raleigh resident and Men’s Health Magazine editor Gregg Stebben with a Zoning Violation that included the threat of a $500 per day fine.

Stebben’s offense?

Being an entrepreneur and renting out the ‘Granny unit’ of his home as a short-term rental on the website Airbnb, in an area of the city where the zoning code doesn’t allow for this kind of short-term rental.

This citation has triggered a firestorm of protests, meetings and media coverage within the community, for many different reasons:

Expressed Pros and Cons of Airbnb Operating within The City of Raleigh

Show Leadership
Many supporters believe the city should take a position of strong national leadership on this issue and resolve to find a solution that perfect for Raleigh and also serves as the perfect plan (“The Raleigh Plan”) for other cities, too.
Compensate for Hotel Shortages
Raleigh supporters, who see short-term rentals (ie via Airbnb) as a way to overcome the city’s downtown hotel shortage; these short-term rentals provide more beds in downtown Raleigh which prevent Raleigh visitors from spending their housing and dining dollars in nearby communities.
More Business for Local Business Owners
Local downtown Raleigh businesses, which recognize that more beds in Raleigh means more business for them.
Economic Impact for City
Many believe it’s a foolish economic move for the City of Raleigh to turn its back on the new “sharing economy.”
More Raleigh Citizens as Entrepreneurs
Websites like Airbnb offer the opportunity for all citizens to participate in and learn about entrepreneurship.
Tax Revenues
Raleigh supporters, who see short-term rentals (ie via Airbnb) as an additional source of tax revenue.
Short-Term Lodging for Execs
For many tech and other execs it’s often housing option #1 when traveling to Raleigh to consider starting or relocating their businesses here.
Less Regulation Leads to More Business
Supporters of reduced regulation government, because they don’t believe a city should be able to tell a homeowner that a short-term rental is illegal.

Equitable Taxation
If hotels and bed and breakfasts have to pay hospitality taxes so should Airbnb hosts.
Neighborhood Safety
Some fear too many guests could comprise neighborhood safety.
Insurance
Some have concerns about adequate insurance coverage.
Parking
With some areas having limited parking, some fear the guests will take up too much parking.
Home Values
Some fear short-term rentals could negatively impact home values.
Additional Cost to City
Some have concerns the additional regulation will cost the city too much money.

But for the City of Raleigh, this citation raised a bigger question:

Does a city of innovation shut down a technology like Airbnb?
Certainly not.

However, the votes were not there to save it.

So, what did we do?

We Designed an Effective, Well-Crafted Grassroots Campaign.

Define the problem. Seek innovative solutions to persuade.

We began the campaign by asking questions. And lots of questions.

What, exactly, were the elected officials’ concerns?
What existing groups were pro Airbnb?
What existing groups opposed Airbnb?
How could we create a sustained effort to keep the conversation relevant?
How do we re-frame public opinion?
What messaging would best impact opinion and persuade?
And more.

From the questions, we began to select tools to help us move forward. And we studied the analytics. And optimized. In fact, although national average is about 18% open rate for this type of email marketing, most of our emails had an open rate over 60%.

Earned Media
Social Media
Town Hall
Online Petition
Email Marketing
Flash Poll
Presentations at City Council Meetings
Messaging Training for Advocates
Lobbying

Local Media Provided Exceptional Coverage Helping to Raise Awareness

NEWS AND OBSERVER:
Raleigh prepares to cite Airbnb user for renting house

WRAL:
Raleigh orders homeowner to halt online room rentals

TRIANGLE BUSINESS JOURNAL:
Why Raleigh found an Airbnb host in violation of city code

WRAL:
Monday meeting to address Airbnb in Raleigh

INDEPENDENT WEEKLY:
Why some Raleigh residents are uptight about Airbnb’s

ABC11 NEWS:
AIRBNB TOWN HALL MEETING HELD IN RALEIGH

NEWS AND OBSERVER:
Advocates organize Raleigh ‘town hall’ meeting about Airbnb

NEWS AND OBSERVER:
Raleigh delays decision on Airbnb actio

TRIANGLE BUSINESS JOURNAL:

Raleigh’s Airbnb issue sent to committee

NEWS AND OBSERVER:
Take time on Raleigh’s Airbnb rules

TRIANGLE BUSINESS JOURNAL:
Oakwood Inn owner considers closing under AirBnb pressure

NEWS AND OBSERVER:
Key questions over Internet rentals, Airbnb emerge at Raleigh meeting

Engagement On Social Media Raised Awareness and Drove Online Traffic

#RalAirbnb Tweets

Raleigh Airbnb Town Hall

Hosted at The Architect in Downtown Raleigh. Attended by 175+ citizens, all but one city council member, and every major media outlet.

Email Marketing Kept the Base Informed and Petitioned Them to Action

Email Campaign

Online Petition

Flash Poll to Determine Community Concerns

Solicited and Trained Speakers to Present To City Council

Raleigh-City-Council-1-6-2015-004-(800x533)

The Results?

As we desired, this issue will given thoughtful consideration in the Law and Public Safety Committee. And will go back to the Raleigh City Council for approval of the committee’s recommendation.

While far from being settled, we helped influence Raleigh City Council not to ban Airbnb. The grassroots campaign worked as designed. We remain active supporting this issue. Check back for additional updates as they become available.

Wonder if grassroots advocacy could help you or your clients?

Let’s talk!

Targeted Persuasion | 206 New Bern PL. | Raleigh, NC 27601 | 919.386.9183 | info@TargetedPersuasion.com

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