1. VILLAGE OF ROCKTON
DOWNTOWN REVITALIZATION PLAN
GROUP ONE
MGMT 637
Summer 2013
Matthew Denton
Colin Pearcy
Colin Phelan
Nitesh Singh
Bryan Jackson
Dominique King
Rita Benbrahim
2. Table of Contents
Executive Summary ............................................................................................................................ i
Company Overview.............................................................................................................................1
Vision Statement............................................................................................................................1
History and Current Status ..............................................................................................................1
Objectives ......................................................................................................................................2
Product/Service..............................................................................................................................2
Market and Industry Analysis ..............................................................................................................4
Identifiable Trends in the Industry ...................................................................................................4
Target Market.................................................................................................................................5
Customer Description .....................................................................................................................5
Consumer Market...........................................................................................................................5
Business Market.............................................................................................................................6
Customer Research.........................................................................................................................6
Industry Structure and Competitive Environment.............................................................................7
Opportunities.................................................................................................................................8
MarketingPlan...................................................................................................................................8
Positioning.....................................................................................................................................9
Product Service Strategy .................................................................................................................9
Communications Strategy................................................................................................................9
Business District Website ..............................................................................................................10
Social Media Presence...................................................................................................................10
Traditional Marketing Tactics.........................................................................................................11
Operations Plan................................................................................................................................12
Phase One, Part 1: Settler’s Park Enhancement ..............................................................................12
Phase One, Part 2: Establishment of Rockton River District Association............................................13
Phase Two, Year 2: Downtown Facelift and Additional Settler’s Park Enhancements.........................14
Phase Three, Year 3: Settler’s Park Statue and Focal Gardens..........................................................15
Development Plan............................................................................................................................15
Management Plan ............................................................................................................................16
Downtown Committee..................................................................................................................16
Elected Village Officials .................................................................................................................17
4. i
Executive Summary
Rockton,Illinoishaswithstoodthe testof time asa small communitynestledinthe midstof
WinnebagoCounty.Foundedinthe early1800s, thishistoricVillage hasdevelopedarichandunique
historythatdeservestobe showcasedforall to see.Overthe years,the townhaslostmuch of itsluster
and isseekingtorestore itshistoriccharminorder to increase foottrafficandenhance the economic
activitywithinthe downtownarea.
The Village hasa unique opportunitytoshowcase itsrichhistoryover aseriesof improvements
that highlightthe riverfrontpropertyparalleltothe downtownbusinessdistrict.Throughresponsible
investmentsoverthe upcomingyears,the Villagestandstocapitalize onthe favorableupwardtrendsin
touristspendingthroughoutthe region.We propose thatRocktonexploitstheseupwardtrendsin
offeringatrulyunique destinationtoshop,dine,work,live,andplay.
In orderfor the Village toachieve itsdesirestomirroranimage similartothat of Galenaand/or
St. Charlesandexploitincreasedtouristspending,Rocktonshouldrebranditself asatribute toits rich
history.Thisrevitalizationinitiative seekstocreate adynamicand equallyprosperousdowntownarea
that capturesthe attentionof local and communityresidentsandareatouristsforyearsto come.
The proposedrevitalizationinitiative isdividedintothree phasesoverthe nextthree years.
These phasesare inplace to highlightwhatwe feel are severelyunderutilizedareasthroughout
downtowntopreserve itslocal character.Phase one callsformultiple Settler’sParkenhancementsthat
are designedtolinkthe parktothe downtownbusinessdistrict.Phase twoisfocusedentirelyaround
the proposedfaceliftalongMainStreettocreate an aestheticallypleasing,uniformthemeamongst its
manyhistoricbuildings.Lastly,phase three introducesanadditional focal pointwithinSettler’sParkthat
servestopromote the Village’suniquebeginnings.
Throughan aggressive marketingplanencompassinganonline webpresence,social media
campaigning,andtraditional printmedia,the Villageshouldadoptthe proposedeventscalendarto
attract and retainarea visitors.Comparative benchmarksof the surroundingcommunitiesandmarket
5. ii
researchsuggestthatthese eventswillsucceedif promotedaccordinglybythe Village.The proposed
marketingplanstandstoincrease the awarenessof the Villagethroughavarietyof differentmediums.
In orderfor thisinitiative tosucceed,the creationof avoluntaryRiverDistrict Associationis
recommended.Thisorganizationcomposedof downtownbusinessownersandareastakeholdersshall
spearheadthe initiativeservingasa representative bodytothe downtownarea.The Village Mayorand
Board shouldbe activelyinvolvedinthe planningandimplementationphasesactingasa supportagency
to the revitalization.
The rebrandinginitiative isestimatedtogenerate apositive returnoninvestmentbyphase
three andfrom thenon intothe future.Predictionsalsosuggestthatthe initiativewill increase
downtownbusinessrevenuesbyapproximately$77,000 inthe same yearprovidedfundingismade
available.
Ultimately,this rebrandedtributestandstodesignate the Village of Rocktonasone of the most
unique andhistorical placesin the surroundingarea.The favorable attentiongeneratedthroughoutand
subsequenttoimplementation will aidinfosteringthe desiredeconomicactivityenhancementswithin
the target downtownarea.
6. 1
Company Overview
The Village of Rockton,aquaintnorthernIllinoiscommunity,hasstoodfirmlyatthe intersection
of the Rock andPecatonicaRiversforover150 years.Witha deeptraditionsurrounding familyand
fellowship,Rocktonhascontinuouslyproducedgenerationsof proudandsuccessful citizens.Rockton
todaylooksto reaffirmitshonorandreverence forthose whocame before byrejuvenatingitshistoric
downtowninordertoremindthe people of WinnebagoCountythe beautyandsuccessof itsbeginnings.
MissionStatement
“The Village of Rockton is committed to provide leadership, services, and direction for growth while
preserving its unique community.”
VisionStatement
Keepinginmind Rockton’smissionstatementanditsdesire toestablishadowntownculture
similartothat of Galenaand St. Charles, ourvisionistocreate an equallyprosperousanddynamic
downtownarea.Thisbusinessfriendly areawill be definedby itsunique smalltownhistory,public
spaces,special events,improvedlandscapes,andpromotionof itsriverfrontproperty.
History and Current Status
Originallyestablishedasa furtradingpost byStephenMack and hisIndianwife,Hononegah,in
the mid-1830s, Rockton, or ‘Pekatonic’asitwas calledthen,wasthe firstsettlementinWinnebago
County.Thoughthe original settlementdidnotsurvive StephenMack’sDeath,Rocktonwentonto
flourish.In1936, WaltWilliamsonbeganthe constructionof asmall resortinRocktonthat would
eventuallybecome widelyknown.Initsheyday,the WagonWheel featuredahotel,several bars,two
swimmingpools,aminiature train,aski lift,anairfield, abowlingalley,andanice skatingrink.The
Wagon Wheel fell intodisrepairafterWaltpassed,sufferedseveralfires,andeventuallywastorndown.
Rocktonis currentlyhome toalmost7,700 residentsandboastsseveral athleticfields,public
parks,an outdoorpool, and isalsohome to a top tierpublichighschool thatservesRocktonandthree
othersurroundingcommunities.Nonetheless,the currentdowntownareahas somewhatof a
7. 2
disheveled appearance andlacksthe uniformityone wouldexpectfrom a townwithsucha historic
beginning.
Objectives
A numberof projectobjectives were developedtoaidinidentifyingthe strategicdirectionof the
proposed revitalizationinitiative.These objectivesare statementsof intentthatdescribe the desired
outcome/directionof future improvements,growth,and the redevelopmentof the targetarea(OHM,
2012). The developmentobjectivesare asfollows:(1) distinguishthe riverasa compellingdowntown
attractionvia furtherdevelopmentof the park,(2) improve accessibilityto,andbetween,regional trails,
the riverfront,publicparks,parking,andeventuallythe athleticfields,(3) promote the redevelopment
of underutilized areas;preserve sitesandstructuresthataddto, and reflect,the local character, (4)
create newand improvedopportunitiestoshop,dine,work,live,andplay, and(5) promote economic
stabilityandsustainabilitythroughincreased consumeractivity.
Product/Service
The Rockton that we envisionisnotjust asmall townbut a rebranded tribute toitscharacter
and historywhere people of all agescanvisitand have a lastingexperience.As visitorstravel easton
Main StreetandenterRockton’sRiverDistrict,he orshe will notice the oddassortmentof new,old,and
refurbishedbuildingswovenstrategicallytogether throughaunifieddesignandcontinuoustheme. The
majorityof renovationstothe downtownareaare designedaroundstreetscape improvements. We
recommendthatthe sidewalks be routinelymaintained andcleanedwithinthe Village’sAnnual Budget.
We alsorecommendreplacingthe currenttrash repositories withnewlydecoratedgarbage receptacles
equippedwithcigarette depositoriesspacedequallyoneachside of the street. All of the currentlamp
postswill be sprucedupwith decorative seasonalflagsandsmall hangingflowerpots thatlinkthe
downtownblockstogetherfroma distance.The fournon-matchingbenches throughoutdowntown
shouldalso be replacedalongthe sidewalks inordertoremainconsistentin the appearance.Itisfurther
8. 3
recommendedthatenhancementsbe made tothe existingwayfindingsignagealongMainStreetthat
servestobetterlinkthe downtowntothe riverfront.Thisdesign scheme combinedwithawelcome
gatewaysignto the DowntownRiverCorridor will provide the quaintandhistoricvibe the visitorstothe
area so desire.Additional flowerarrangementsspaced strategically alongthe existingsidewalks will
welcome visitors toexplore the venuesthatRocktonhasto offeralongMain Street.
Settler’sParkisequallyimportanttothe experience withinthe Village of Rockton asisthe
downtownareaalongMain Street.The park shouldserve torepresentandremind those of ahistory
that manydo not know or have longforgotten.As visitorsstroll blissfully aroundthe park’s recently
extended bike path,one willbe able tofind historical tributesto those of Stephen Mack, Princess
Hononegah,andseveral othersignificant individuals thatoutline the relevant pointsinhistory
throughoutRockton’sunique upbringing. OurrevitalizationinitiativeseekstoestablishSettler’sPark as
a social gatheringspotforthose to learn,laugh,live,andplayalongthe banksof the river in
distinguishingRocktonfromthatof anyother.
More so thanjust the beautyand history of Rockton,we recognize itspotential increatinga
venue capable of hostingeventslarge andsmall.A small communitysuchasRocktonthrivesoff
fellowship amongstbothlocalsandvisitors. We aimtoput Rocktonback on the map by makingitthe
ideal place toholdfun,familyorientatedeventsforthe surroundingregion.WithOSD(OldSettler’s
Days) settingthe example, we believe the parkwouldbe anideal locationformanyotherareaevents.
We propose thatthe Village hosteventsalongthe linesof fishingderbies,hotrodshows,
bicyclist/runningrelays,picnicsinthe park,movie nights,summerconcertseries,andVillagecook-offs.
Also,because the paththatextendsthe lengthof the parkisnow connectedtothe Main Streetfootpath
and HononegahRoad,the park becomes anideal locationto develop aseriesof diverse,yet
complimentaryspaces tothe downtownarea.Thisrebrandedidentity surroundingthe heritage and
9. 4
relationshipof the communitywill aidinprovidingaunique andunforgettable experience thatwill likely
leadto the retentionof customers.
Market and Industry Analysis
Accordingto informationcompiledbythe Chicago& BeyondRegional TourismOffice,the
WinnebagoCounty tourismandentertainmentindustrygeneratedtravel expendituresof approximately
$312 millionin2011. Thisgrowth marksan 11.5 percentincrease inrelatedspendingover2010
exceedingthe statewide growthrate.Asthe economicconditionof the recession continuestoimprove,
these expendituresare expectedtoincrease 7percentcompoundedannually,muchlike the years
leadingupto2007. These expendituresinclude moneyspentbytravelersonsuchthingsas public
transportation,foodservice,autotransportation,lodging,retail,andentertainment/recreationthatall
serve togenerate beneficialtax revenuesthataidinsupportingthe maintenanceof travel
infrastructuresand/orpublicprogramsinlocal communities.WinnebagoCountyincludesbutisnot
limitedtothe local communities of Rockton,SouthBeloit,Roscoe,Rockford,MachesneyPark,andLoves
Park boastingapopulationof 295,266 personsasof the 2010 census. WinnebagoCountyisthe 7th
most
populatedcountyinIllinoisandwasranked the 18th
fastestgrowingcountyafterits6 percentgrowth
from2000 (U.S. CensusBureau,2010).
Identifiable Trendsinthe Industry
The WinnebagoCountyregionhasexperiencedmanyof the effectsof urbansprawl overthe
past decade asmany fastfoodchainsand discountretail storeshave expandedtothe smallerpartsof
the County.The subsequenteconomicdownturnandshiftinshoppingandentertainmentpreferences
have decreasedmuchof the foottrafficin the downtowncommunitieswhichhave historicallybeen the
heartand soul of local tourism.The industryisalsofacinga growingelderlypopulation withinthe region
as many retireesfromWisconsinopttomove southof the borderto take advantage of Illinois’
exemptionon state income taxesforretirees. Nonetheless,the small town charmstill provides a
10. 5
favorable platformtocapitalizeonthe increasedtouristspendingthroughresponsible upgrades that
enhance the local touristattractions.
Target Market
The most plausible targetstrategyistofocusfirst oncapturingthe local communitytodrive the
economicactivityinthe downtownarea.Therefore,the initial targetmarketwill be residentswithinthe
Village of Rockton.Accordingtothe 2010 censusdata,the populationof Rocktonwasapproximately
7,685 persons,anincrease of 2,389 overthe 2000 censusdata.Accordingto conversationswithMayor
Adams,approximately200 newhomeshave beenbuiltfrom2005 through2010 and conservative
estimateswouldindicate another10 percentgrowthoverthe nextfive years.The low costof living,high
income percapita,highgraduationrate and stable housingmarketmake thistargetanideal candidate
to serve asthe catalystfor furtherregional economicgrowthanddevelopment.
CustomerDescription
The communityrevitalizationinitiative hasadual focussurroundingbothconsumerand
businessmarkets.Thisdual focusservestobothmaximize revenuedollars inthe downtownregionas
well asthe attractivenessof furtherbusinessdevelopmentasa resultof increasedfoottraffic.The
initiativeisbuiltaroundgeneratingthe interestof reputable businessesthatare willingtobuyintowhat
Rocktonhas to offerthroughexpansionintothe area.
ConsumerMarket
The majorityof the consumermarket, identifiedasthe residentstothe Villageof Rockton,falls
withinthe uppertomidolderclasswithoutkidsand/orthe uppertomidolderclasswithkids.According
to marketsegmentationsperformedbyNielsen,thissuggeststhatthe targetconsumersare well
educatedandactive throughoutthe region.Nielsonalsoreportsthe medianhouseholdincome of the
Village tobe $62,600 (PRIZM).Basedonin personconsumerinteraction(s),the regional marketfavors
11. 6
the quaintand historicfeel of the downtown butisnotentirelyopposedto significantarea
improvements.
BusinessMarket
The current businessmarketinthe downtownregiondrivingmostof the touristactivityinthe
regioniscomprisedof anoverwhelminglylarge percentage of independentlyownedbusinesses.The
majorityof these businessesare over10 yearsold and manyexceed20 years of operations.Aside from
the longstandingissuesbetweencurrentbusinessesandthe local government,the ownersrecognize
the importance of a revitalizationeffort inordertoenhance the value addedservicesavailable to its
visitors.Therefore,mostbusinessesare notopposedtoanydrasticchangesand have indicateda
willingnesstoparticipate insuch activities.
CustomerResearch
In orderto targetthe currentresidentsandvisitorsof the downtownarea,we utilizeda
consumerinterceptsurvey. We came acrossan existingsurvey (AppendixA) thatwasutilizedbythe
Village of Medinain2009 duringa revitalizationinitiativesimilartothe one that we propose. One of the
goalsof thismethodologywastodevelopanexistingprofile of downtownRockton’scurrentvisitors in
orderto gather data onthe likesanddislikesof ourrespondents (Genese/FingerLakesRegionalPlanning
Council,2009).
To obtainthe most accurate results,a goal of 80 completedsurveyswasestablished.Despite
thistarget number,only58 surveyswere completedforthe Village of Rockton.A numberof factors
contributedtothisshortfall,including the lackof volunteers,poorweatherconditions,andlimitedfoot
trafficinthe area.
It isimportantto note that manyof the surveyswere notentirelycompleted,therefore the
percentagesdiscussedare baseduponthe response rate foreachparticularquestionratherthanthe
total surveysreceived.The customerinterceptsurvey resultsare shown inAppendixB.Of the total
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respondents: 55%are male;26% are aged 36-45; 39% livedinthe Villageof Rockton.The twolargest
householdincomegroupsare:(1) 21% with$50,000-$74,999 and (2) 17% with$75,000-$99,999. This
informationprovidessome local demographicbackgroundandaidsinputtingsurveyresultsinto
perspective.
Additional surveyresultsprovideamore detailedlookintothe routinesof those surveyed.
Approximately72%of respondentsdrove tothe downtowntargetarea.Excludingthe choice of “other,”
the top reasonfor visitsis:“Dining”(42%) and“Shopping/Retail”(15%).Approximately31% of those
surveyedvisitedthe downtownarealessthanonce amonth and34% reportedvisitstothe area
between1and 5 timespermonth.Surveysindicatedthatmostof consumershoppingoutside of the
downtownarea,approximately48%,has shiftedtowardsdiscountsupercenters,i.e.Wal-Mart.
The last setof surveyquestionsaddressedthe respondents’opinionsonthe adequacyof the
targeteddevelopmentarea. Respondentsreportedthe mostwantedimprovementstothe downtown
area shouldbe the improvedselectionof retail/services(24%);appearance of streetsandbuildings
(20%); andparking(34%).Althoughthis methodology wasmainlystatisticallybased, openended
questionssurroundingthe likesanddislikesof the areageneratedrecurringthemes.Mostrespondents
indicatedthatthe mostdesirable attributeinthe areaisthe small town vibe whilethe mostdisliked was
the appearance andselectionalong MainStreet.
Industry Structure and Competitive Environment
The WinnebagoCountytourismandentertainmentindustryisstructuredaroundeach
participatingtown’sdowntownarea.The areascompete directlyintermsof the breadthanddepthof
products/servicesavailableinthe downtownarea,ultimatelyaresultof the size andlocationof each
destination.Highlypopulatedareasbenefitfromthe built inaccessibilitytoconsumers inthe area.
Therefore,Rockfordreignsover all of the othercompetingtownsinthe Countywiththe financial
capacityto spur rapidgrowthand development withrelative ease.
13. 8
Opportunities
Giventhe successof urban waterfrontwalkwaysinother communitiesacrossthe country and
the preexistingriverfront property inRockton,the Villagestandstobenefitinrevitalizingthe downtown
area therebyenhancingitsexposuretowards increasingthe economicvalue of nearbyproperties
(HitchcockDesignGroup,2012). The available openspace propertiesinthe downtownareaprovide the
Village withviable opportunitiestoincrease the economicactivityby creatingalivelydowntown
riverfrontenvironmentthatbecomesthe centerpiece of the communityfor yearstocome.Servicing the
available opportunitytoenhance the downtownareawill servetocapitalize onthe estimated7percent
annual increase intouristandentertainmentspendinginthe region overthe nextfew years.Survey
resultsgatheredsuggestthatfocusingonareaimprovementsalongthe riverfrontwill driveconsumer
trafficto and in-betweenthe targetarea.
Marketing Plan
As previouslymentioned,the targetmarketforourstrategywill focus firstonthe citizensof
Rocktonbefore expandingtothe surroundinglocal communities.The demographichasabroad range of
ages,howevermuchof our focuswill be placedonthe middle agedandabove adults.Downtown
Rocktonhas manyantique shopswiththe potential toattractvisitorsfromall overWinnebagoCounty.
Data collectedfromconsumersurveyssuggestthatthe antique shopsinRocktonmake upfor a strong
portionof the downtownareatraffic.The survival of several antiqueshopsinthe pastandcurrent
economyalsostandsto prove the value of the shopsto the area.
DowntownRocktonfeaturesseveral differentrestaurantsandbarsmany of whichare hoststo
live musicon certainnights.These establishmentsseemtoattracta balance of young,middle aged,and
olderadults.Ourplanwill be tocontinue toattract local residentsandincrease the amountof traffic
fromyoungeradultsinthe community.
14. 9
Positioning
The revitalizationof downtownRocktonandSettler’sParkwill increase the Village’sappeal
allowingittobe marketedas a freshandcleanhistorical district.The Village will be properlymaintained
inorder to offerahistorical andcharming small townvibe.The renovationthroughout Settler’sParkwill
provide complimentaryspaces allowingMainStreet tohosta varietyof townevents. Throughactive
promotionof the Village anditseventswe looktosignificantlyincrease foottrafficin the downtownand
surroundingarea,inturnincreasing the overall economicactivity throughoutthe area.
Product Service Strategy
The revitalizationof downtownandthe developmentof Settler’sParkwill significantlyincrease
the appeal of Rockton andits businesses.Extendingthe walkwayandaddingagardenwill transforman
underdevelopedandaestheticallyunpleasingareaintoa destinationspot.Residentsandvisitorswill
come to see the gardenresultinginincreasedtraffic tolocal restaurantsandshops.
Accordingto our researchfindings,manypeoplewouldlike tosee the downtownMainStreet
updatedwith a uniformdisplay.We wanttokeepthe cozy small towncharmof the downtownsection,
but increase the emphasisonthe historicalaspectsof the Village.The goal istotie the regiontogether
nicelyandemphasize the historyall while maintainingitssmall towncharm.
CommunicationsStrategy
We will use amultitude of communicationplatformstopromote Village events.Once the
developmentandrevitalizationof the downtownareaiscomplete,we will utilize the newlymaintained
space for car shows,concerts,andlocal bar/restaurantbeergardentype concepts.Manydifferent
mediumswillbe usedtopromote these events.
The largestportionof our marketingplanwill be focusedaroundthe implementationof a
DowntownRocktonBusinessDistrictwebsite.The websitewillfeature apage forthe general town
historyandinformation,apage showingthe progressionof the Downtown/Settler’sParkarea
15. 10
development,andapage providinginformationforall of the local businessesintown.The contentand
promotionof thiswebsite will be crucial tothe successof our marketingcampaign.
BusinessDistrict Website
The website will focusexclusivelyonDowntownRockton.Thiswebsitewilldetailthe master
planof the Rocktonrevitalizationallowingcitizens,businessownersandinvestorsachance to
understandthe developmentalplans,constructiondesigns,aswell asimportantinformationabout
fundraisingandcontributiondonations.Thiswebsite willfeature conceptual designs of whatthe
finishedresultof the revitalizationwill looklike.Thiswill includesketchesof arevitalizedandvibrant
downtownMainStreet,anextendedwalkwaycirclingSettler’sParkanda magnificentfountain
surroundedbya lushgardenof floral arrangements.
The downtownRocktonwebsite will alsofeature adirectoryprovidingcontactandgeneral
informationforthe local businesses.Furthermore,the directorypage will alsooffera
review/commentarysectionwhichwillbe agreat source of informationforconsumerscontemplating
the ideaof comingtoRockton fortheirshoppinganddiningneeds.
The website will alsofeature aneventspage whichwill provide the downtownareawithan
internetplatformtopromote upcomingtownevents.Digital flyerscanbe postedonthispage alongside
the eventdetails.Examplesof some eventscouldbe familypicnicdays,classichotrod shows,various
townfestivalsandconcerts.The optionsare vastand the potential forsuccessismuchgreaterif online
promotiontacticsare utilized.All eventswillbe linkedtovarious social mediaplatforms.
Social MediaPresence
Social Mediaplatformswill alsobe significantportionof ourmarketingstrategy.The Village of
Rocktonhas a verylowinternetpresence withveryfew Facebookpagesforlocal business.The Chamber
of Commerce hasa Facebookpage;howeveritreceivesverylittle traffic.The largestamountof internet
trafficfor the area seemstoflowthroughThe DairyHaus Facebookpage.Throughthe establishmentof
16. 11
a DowntownRocktonFacebookpage we will promote the community’srecentdevelopments,future
events,andevenofferdealswithparticipatinglocal businesses. Anotherpopularonline mediaplatform
to utilize will be Twitter.Twitterhasrapidlybecome anexcellenttool forbusinessesandmunicipalities
alike topromote andattract customers. Social MediaManagementToolssuchas Hoot Suite make the
maintenance of aFacebook,Twitterandmanyothermediaplatformsmanageableandhighlyeffective.
The aforementioneddowntown webpage willhave directlinkicons atthe bottomof the page
connectingtothe DowntownRocktonFacebookandTwitterpage(s).Linkingthe website tothe social
mediaplatformswillhelpgenerate cybertraffictoand fromthe page,potentiallyenticingpossible
investorstojointhe community.A strongsocial mediapresencehasbeenproventopositivelyimpact
brand identityand awareness,bothfactorsthatthat helptoinitiate growth throughoutRockton.
Throughthe use of Google analytics,the page administratorwill be able tomonitorall website
traffic. Thiswill aidinidentifying howmuchtrafficiscomingfromGoogle vs.how much iscomingfrom
Facebook.Toolslike these willmake iteasiertounderstandwhatfeaturesof the page are drawingthe
mostattentionandthus mostimportanttokeepmaintainedaswell aspointoutwhichfeaturesneed
work.
Traditional MarketingTactics
In additiontoouronline andsocial mediastrategies,we willalsoenlistthe helpof local radio
stationsinRockfordand Beloittopromote upcomingevents.Alongside ourradiocampaignwill be print
advertisementsinthe DailyHerald,the Rockford RegisterStarandthe BeloitDailynews.The radioand
printadvertisementswill helpcreate awarenessforthe downtownhostedevents,increasingthe
Village’scredibility overtime.
Thismulti-anglemarketingapproachutilizingradio,printmedia,online socialmediaandwordof
mouthlobbyingwillbe the quickestandmost costeffectivewaytoensure anincrease infoottrafficto
the Village of Rockton.Asthe downtownandSettler’sParkappearancescontinuetoimprove andthe
17. 12
athleticfieldscontinuetogrowand develop, we believe the overall attractivenessof downtownRockton
will increase ata proportional rate.
OperationsPlan
We have strategicallydividedthe revitalizationinitiativeintothree distinctphasesthatwill be
completedoverthe nextthree years.The reasonforthisdivisionistoensure thateachphase receives
the requiredattentionandfocuswhilealso diffusingthe total requiredfinancial expendituressomewhat
evenly overeachyear.
Phase One, Part 1: Settler’sPark Enhancement
We believe thatSettler’sParkisa beautiful space thatisseverelyunderutilizedandPhase One is
intendedtochange that.The firstthingthat we recommendisextendingthe footpathall the way
aroundthe park.By encirclingthe entire park,thisnotonlyprovidesrunners,walkers,andbicyclists
additional trails,butitalsoprovidesideal spacestopositionadditional valueaddedenhancements. We
recommendplacingfourreplicaboulderswithbronzeplaquesatvariouspointsalongthe path. These
boulderswill serve asfocal pointsthroughoutthe park,butourintentionistoutilize the plaquesasa
meansforsharingbitsof Rockton’sunique historywiththosetravelingthe path.The fourfamous
Rocktonresidentsthatwe recommendhighlightingonthese plaquesare StephenMack,hiswife
PrincessHononegah,Civil WarheroBrigadierGeneral Elon J.Farnsworth,andWagonWheel founder
Walt Williamson(AppendixC).
In additiontothese memorialswe recommendadding fouradditional benches,apull-upbar,a
back stretcher,a legstretcher,push-upbars,anda situp stationtocomplementthe use of the path
(JoGoEquipment).Thesepublicworkoutstationspromote fitnessandallow runnersandbicycliststo
expandtheirroutineswhileincreasingthe durationof time spentinthe park.We believe the bestpart
of these additionsisthe facttheytake up a veryminimal amountof space allowingforthe continual
schedulingof large eventslike OldSettler’sDays.The goal of Phase One isto increase the amountof
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foot/bicycle/strollertrafficthroughSettler’sParkandisestimatedto be completedinapproximately
eighttotwelve months. Phase One isprojectedtocostapproximately$58,972.
Phase One, Part 2: Establishmentof Rockton River District Association
As the physical enhancementstothe park are beinginstalled,we alsopropose thatRockton
simultaneouslycreatesabusinessassociationcomprisedof businesseslocatedwithin the Rockton River
District(RRD) and activelyinvolvedresidents.Inordertodevelopasuccessful andeconomicallystrong
downtownarealike thatof Galenaor St, Charles,Rockton’sRiverDistrictneedsanagreeduponsetof
visual andphysical guidelinesthatwill tie all of the downtownareatogether.We believe thatthe most
effectivewaytocreate a truly‘Rockton’born brandis toallow the people of Rocktonvoice their
opinionsonwhatthat brandshouldlook like.
Upon inception,we recommendthat Rockton’sRiverDistrictAssociation(RRA) serveasan
opportunityforthose with active intereststohave aninputtowardsthe visual specificsof our
recommendedimprovements.Overtime,we planfor the RRA to be a lastingresource tothe Village.We
recommendthatitpartner withthe Chamberof Commerce,the Mayor,and the Council actingas one
voice while bringingattentiontothe specificneedsof the RiverDistrict.Thisinturnprovidesauseful
platformtoexpressanyissuesand/orconcernsthatbusinessownersmayhave amongstitscommon
stakeholders.The association’sauthoritygrantsdecisionmakingpoweroverbusinessstakeholdersin
the riverdistrict,howeverfallsinferiortothat of the Village andthe board.Membershiptothis
associationwill be onavoluntarybasisaccessible toareabusinessesandlocal residents.Itis
recommendedthatthe associationhave aleadershipboardof six members;eitherfourRRDbusiness
ownersandtwo residents,orthree andthree.The businessownersshouldbe selectedbythe restof the
participatingRRDbusinessownerswhilethe residentsshouldbe selectedbythe restof the town.All
associationpositionswill be volunteer-basedandanyfundsraisedorprocuredwill gospecifically
towardsinvestmentintoRockton’sRiverDistrict.
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Phase Two, Year2: Downtown Faceliftand Additional Settler’sPark Enhancements
Phase Two will focusmainlyonupdatingdowntownRockton’svisualappearance tocoincide
withpeople’sexpectationsof whata quaint,historictownshouldlooklike.The downtownareaneeds
to have a unified,organized,andwelcomingappearance thatleaveslastingimpressionsonall visitors.
The three mainitemsthat foottrafficinthe downtownarea visually demandsare benches,
garbage receptacles,andplanters.Currently,thereare differingnumbersof all three andare placed
randomlyalongthe three blocksof downtownMainStreet.There are twenty-fourbenchescurrentlybut
fourare differentfromthe othertwenty.We recommendreplacingthe non-uniformbencheswiththose
of the same kind.There are fourteengarbage receptaclesof three differentvariations.We believe the
numberisappropriate butrecommendthatall of the garbage cans bearthe same design.Finally,we
recommendreplacingthe currentplanterswithsixteen new plantersthatline the sidewalksaddingto
the visual appeal of MainStreet.
There are a total of fortylamppoststhat line MainStreetalongthe three blocksdowntown.
While the existingpoststhemselvesare relativelynew,likeSettler’sParkwe believe theyare being
underutilized.We recommendpurchasingfortycustom-made banners,hangingequipmentincluded,
and fortyhangingflowerpotstoembellishuponthe appearance of eachlamppost.The bannersshould
displaythe Village of Rocktonaswell asthe date it was establishedandsimple graphicart. These two
enhancementstothe lamppostswill workinconjunctiontoprovide avisuallypleasingexperienceas
well asaidin the uniformityof the downtownarea.
The last aspectof Phase Two will be the improvementof the downtownsignage.Since we
propose the brandedidentityof adowntowndistrict,we recommendconstructingalarge gatewaysign
facingweston Main Streetthatwelcomesvisitorstothe area.We also recommendplacingthree new
wayfindingsignsthatwill serve todirectvisitorstowardsSettler’sPark,the museum, parking,andother
area destinations inthe downtownarea(AppendixD).
20. 15
The downtownfaceliftisthe mainfocusinPhase Two butwe alsopropose addingseveral
additional piecesof publicexerciseequipmenttothe park. To complementthe Phase One pieces,we
recommendplacingamulti-usestand, atwirl ladder,andbalance beamsalongthe path (JoGo
Equipment).We estimate Phase Two takingapproximatelysixtoeightmonthstocomplete.Phase Two
isprojectedtocost approximately$58,613 including$3,000 inmarketingexpenditures.
Phase Three, Year 3: Settler’sPark Statue and Focal Gardens
Phase Three refocusesonthe parkinproposingthe creationof a new focal pointand attraction
inthe park;a bronze statue surrounded bydecorative pavementsandabeautiful garden.We
recommendthe demolitionof the existingbaseball diamondinthe parktobe replacedwiththisvalue
addedenhancement.There are alreadyseveralbaseball fieldsatthe athleticparkandtwo at the high
school so we feel thatthere isnoneedforone in the park. This focal pointwill serve toattractlocal
residentsandareatouristsonce againhighlightingthe Village’sunique historywithabronze statue of
one of the founders.We alsorecommendthe plazabe surroundedbyavarietyof native flowers,shrubs,
and treescreatinga tranquil place of beautywithinthe park (AppendixE).
Phase Three will alsoinitiate the bulkof ourmarketingplanencompassingthe promotionaspect
of the aforementionedareaevents.We believe that the compilationof the phasedenhancementsmade
throughoutthe targetarea will serve asa favorable draw tolocal touristsandarea residentsof all kinds
servingasthe location of many events,large andsmall.We estimate PhaseThree takingapproximately
six monthsto complete projectedtocost$46,500 including$15,000 of marketingexpenditures. The
increase inmarketingexpenditures servestoenhance publicawarenessanddrive additional foottraffic.
DevelopmentPlan
The successful implementationof the proposedrevitalizationinitiativeiscontingentuponthe
phasedimplementationof several keyevents.Inordertomaximize the economicactivitiessurrounding
the target downtownarea,the Villagewill needtodevelopandinitiate the followingmajoreventsover
the course of the next2-3 out years:
21. 16
Secure fundingforthe extendedbikepath(s) andland improvementsthroughoutSettler’sPark;
EstablishaRockton RiverDistrictAssociationoptionforall the businesseswithinthe targeted
downtownareato join;
Create and adopta uniformidentityinrelationtothe streetscape andfaçade designalongMain
Street;
Increase publicawarenesssurroundingthe proposedrevitalizationinitiativestoencourage local
support;
Create and linkbusinessestoa newlydesignedsocialmediawebsite surroundingthe Rockton
RiverDistrictto foster effective promotionalcampaigns;
Proactivelyworkwithbusinessesinthe areainorderto retainand/orattract new businesses;
Create and adoptan annual eventscalendarthatseekstohighlightthe newlyrenovated
riverfrontpropertyand greenspace throughoutSettler’sPark;
Buy into the potential of increasedeconomicactivityinthe downtownareathroughresponsible
area improvements asa complimenttohighlightthe small towncharm
ManagementPlan
The proposedrevitalizationinitiative’ssuccessisreliantuponthe collaborative effortsof various
stakeholdersthroughoutthe community,especiallywithinthe targetarea (ELAN,2006). Althoughthe
planmay seemambitious,we dobelieve thatwithample communitysupportandstrongmanagement
groupsthe implementationwill be alarge success.The followingplanoutlineseachof the various
stakeholderrolesthroughoutthe initiative’simplementation.
Downtown Committee
The downtowncommittee,alsoreferredtoasthe newlycreatedRocktonRiverDistrict
Association,comprisedof businessowners,propertyowners,local residents,village employees,and/or
communityleaderswill be responsibleforspearheadingthe initiative.Thiscommittee shallmeet
monthlytodiscussthe statusof the implementationphases,challengesfacingthe district,identifiable
opportunitiesavailabletothe district,upcomingcommunityevents,budgetfigures,andanyrecent
communicationsheldwiththe Village Board.Formedbyanauthorizingresolutionof the Village Board,
22. 17
thiscommittee shouldbe organizedaroundaseparate electedboardthatrepresentsthe downtown
businessdistrict.
ElectedVillage Officials
Althoughseparate fromthe downtowncommittee,the MayorandVillage Boardare crucial to
the successof the proposedinitiative.The existingplanninganddevelopmentadministratorshould
engage infrequentconversationwiththe downtowncommitteeboardactingasthe pointof contact
withinthe Mayor’soffice.The Village itselfwillactas an oversightcommitteetoensure specificbylaws
and regulationsare followed before official decisionsare adoptedforapproval.Thisprovidesan
opportunityforpublicandprivate groupstopartnerin facilitatingparticipationamongst activities
concerningmarketing,promotion,andoutreachinitiatives.
CommunityResidents
Althoughcommunityresidentsare notactingina managerial role,the interestsof this
stakeholdergroupisat the heart of the decisionmakingprocess.The communitybuyinof suchan
initiativeiscritical tothe ongoingsuccessof the revitalizationsince thisgroupstandstobe affectedthe
most.Througha cooperative effortandopencommunicationsbetweenarearesidents,thisgroup
standsto be well representedwithinthe downtownsteeringcommittee.
Competitive Advantage
Rocktonis not only a small communitynestledalongside the RockRiverbutanexperience,a
jauntback throughtime that bringsto lightthe excitementandsacrifice of life onthe frontier.Rockton’s
numberone sustainable competitive advantage is foundinitshistory.StephenMackand Princess
Hononegahdidnotsettle Roscoe,SouthBeloit,Rockford,orBeloit.The pairinstead,settledwherethe
Rock and PecatonicaRivers meetandbeganbuildingthe community thateventuallybecame knownas
Rockton.Therefore,the identifiedrichheritage andtraditionof the Villageisinimitable byits
surroundingcompetitorsthatbeartheirownhistoryandbeginnings.
23. 18
Rockton’sgeographical locationisalsoacompetitiveadvantage.Mostcompellingtoits
residentsandmanypotential visitors,Rocktonisfarenoughremovedfromurbancenters allowingthe
destinationto retainitssmall towncharmandfeel. However,locatedapproximately fifteenminutes
fromRockfordand less thanhalf that fromBeloit, Rocktoniswithinmilesof thousandsof potential
visitors.The riverfrontpropertyalsoprovidesthe Village withaviable opportunityto capture the
natural environmentasa focal pointinorder to attract and retainlocal businesses.
The proposed uniformdesignof the downtownareaandthe statuesand/orhistorical tributes
throughoutthe park are significantvalue addingcontributorstothe existingconditionsinthe Village,
bringingtolife aself-designedconceptbythe residentsof Rockton.Byemphasizingandpromotingits
history,additionalinherentvalueiscreated inall of Rockton’sotherexistingvalue addedcontributors
such as the existingathleticfields,footpaths,publicspaces,shops,andrestaurants.Ultimately,
Rockton’sredefinedbrand,“where newmeetsold,”will contribute toanewfoundidentityasa viable
downtowndestinationforantiquegoersandthose thatenjoythe outdoorsforyearsto come.
Funding
The fundingforthe proposedrevitalizationinitiative hasthe potential tobe obtainedfromthe
followingtwosources;Village and/or stakeholdersupport.
Village Support
As a resultof the recentcommercial developmentsinRockton,the Village hassignificantly
benefitedfromadditional salestax revenues,anincrease of approximately $800,000 annually.Withthe
desire tomirrorthe Village atmospherescomparabletothatof St.CharlesandGalena,Illinois,the
Village hasearmarkedapproximately10 percent,or$80,000, per yeartowardsdowntowndevelopment
alongthe riverfront.Thisallocationis the majorsource of fundingforthe proposed areaimprovements
includedinthe Village revitalization plan.
24. 19
StakeholderSupport
The establishmentof the RocktonRiverDistrictAssociationandthe co-brandedsocial media
website will provide anoutletforareastakeholderstomake donationsinordertocontribute tothe
initiative.These stakeholdersmayinclude residents,local businessowners,investors,lenders,and/or
friendsandfamily. These donationsserve toreduce the amountof Village supportnecessary.
Financial Plan
The revitalizationinitiative seekstomaximize the economicactivitythroughoutthe Village’s
downtownareainturn increasingthe annual revenuesof local businesses.The followingdiscussion
outlinesthe financial assumptionsand/orprojectionsthatwe have made overthe nextthree years
(AppendixF).
Revenue Model
Basedon our research,consumerfoottrafficthroughoutthe targeteddevelopmentareahas
beenidentifiedasthe majorrevenue driverof economicspending.Therefore,ourrevenue projections
are basedonthe estimatedincrease infoottrafficthatwe believe ourinitiative will provide.
The increase inconsumerfoottraffichasbeenestimatedtoimprove incrementallyoverthe life
of ourproposedinitiative.Brokendowntotake intoaccountthe effectsof eachindividual growthstage,
we believethatapproximately100,150, and 200 additional consumerswill visitthe areaper week
basedon conservative estimatesinthe firstthree outyears.These projectionshave beenmade by
estimatingcomparable trafficinlike communitieshostingseveral of the proposedevents.Thisis
assumingthatour phasedenhancementswill compoundtoincrease trafficsubstantially.
The increasedfoottrafficpermonthtranslatesintoadditionalvisitorsof approximately4,800;
7,200; and9,600 visitorsannually.Basedonthe differentopportunitiesto spendmoneyinthe target
area,we estimate thateachadditional consumerwillcontributeanadditional $8.00 in revenue,on
average,pervisit(AppendixF).The additional$8.00 in revenue spentpervisitwillcontributedirectlyto
the increase inRockton’slocal areabusinessrevenuesoverthe course of the proposedinitiative.
25. 20
Cost Estimates
The projectedimplementationcosts, (Appendix G),have beengatheredbasedonquotes
obtainedfromexpertsintheirfieldandcomparable projectsinscope andsize tothe proposedplan. As
the aforementionedoperationsplanindicated,the total initiative’scostwill be approximately$164,085
allocatedoverathree-yearperiod.
Risk Assessment
Rocktonis situatedinacompetitive environmentthatseekstocapitalize onthe projected
increasestotouristandentertainmentspendingthroughoutthe region.The proposal seekstomake
improvementsandexpose the Village asamore viable destinationforareatouristsoverthatof its
competitors.
The failure of the Village toaddressthe underlyingissuesand/orconcernsraisedinoursurvey
resultsmayleadto the continual decrease inareatrafficthroughoutthe upcomingyears.Due tothe
nature of such a revitalizationinitiative,the implementationcostsrequireddonotwarranta legitimate
contingencyplan otherthanthe liquidationof purchasedassets.However,areaimprovementsdoaidin
maximizingstakeholdervalue throughoutthe community. We dobelievethat followingthe suggested
framework,the Village of Rocktonwill be able tosuccessfullyincreasethe economicactivityinthe
downtownarea.
26. 21
References
ELAN. (2006). Downtown &waterfrontrevitalization plan fortheVillage of RousesPoint. Clinton
County,NY.
Genese/FingerLakesRegional PlanningCouncil.(2009). Downtown revitalization plan:Villageof Medina.
Rochester,NY.
HitchcockDesignGroup. (2012). St. Charlesriver corridor masterplan. St Charles,IL.
JoGo Equipment.(n.d.). FitnessEquipmentforOutdoors.RetrievedJuly15,2013, from
www.jogoequipment.com/outdoor-fitness-equipment
OHM. (2012). Village of OakHarbor:downtown revitalization plan. OakHarbor,Ohio.
PRIZM> MarketSegmentationResearch,Tools,MarketSegmentResearch, - MarketSegments,
ConsumerMarkets,CustomerSegmentationProfiling.(n.d.).My BestSegments.RetrievedJune
28, 2013, fromhttp://www.claritas.com/MyBestSegments/
U.S. CensusBureau.(2010). State& County Quickfacts:Rockton,IL. RetrievedJune 28,2013, from
http://www.censusviewer.com/city/IL/Rockton
WinnebagoCountytourismstatistics10-yearhistory.Chicago&BeyondRegional TourismOffice.(2012).
RetrievedJune 28,2013, from http://chicagoandbeyond.com
Wolf,Lisa.Phone interview.15 July2013.
27. 22
AppendixA: ConsumerInterceptSurvey
The Village of Rockton has recently partnered with groups of MBA students from Northern Illinois
University. Our focus is around developing a comprehensive plan in order to maximize the economic
activity in the downtown area. Part of this plan relies on input from citizens like you! We ask that you
take a few moments to complete the following survey – you are helping to develop ideas for your
community! Your survey answers are strictly confidential and anonymous.
1. How did you get here today? (Circle one)
I drove I biked I tooka bus I walked Someone drove me Other:_______
2. Whatare the primary reasonsfor your visittoday? (Checkas many asapply.)
Dining Personal care (barber,nail salon) Shopping/retail
I workhere Legal services Village hall
I live here Medical office/healthservices Postoffice
Tourism Banking/financial services Other:___________
3. If you answered“Shopping/retail,” whattypesof items?(Circle as many asapply.)
Groceries Dry cleaning/tailoring Home furnishings Clothing–Men’s
Books Hardware Pharmacy Clothing–Women’s
Electronics Jewelry Automobile Other:__________
4. On average,how oftendo you shopin the Village downtown? (Circle one)
Lessthan once a month 1-5 timespermonth More than 15 timespermonth
6-10 timespermonth 11-15 timespermonth I don’tshopin the downtown
5. Where doyou shop more frequentlyotherthan the Village downtown? (Checkasmany asapply.)
Regional mall Nexttownover Discountsupercenter
Mail order Internet Other:__________
Nextbigcity(Please circle one—SouthBeloit/Rockford/Roscoe/MachesneyPark/LovesPark)
6. Do you feel that the store hours inthe Village downtownare adequate? (Circle one) Yes No
7. Is parking a problem inthe Village downtown? (Circle one) Yes No
8. Do you feel that signage is adequate within the Village downtown? (Circle one) Yes No
9. Do you feel safe walking/crossingthe streetin the Village downtown? (Circle one) Yes No
28. 23
10. Do you feel the Village downtownisproperly maintainedand clean? (Circle one) Yes No
11. What, ifany, would you like to see improve in the Village downtown? (Checkasmany asapply.)
Signage Selectionof retail/services Parking Pricesof goods/services
Safety Appearance of streets/buildings Store hours Other:______________
12. Age?(Circle one)
Under 18 18-25 26-35 36-45 46-55 56-65 Over65
13. Gender?(Circle one) Female Male
14. Zip code where you live? ______________
15. Zip code where you work? ______________
16. Whichof these broad categoriesbest describesyour householdincome forall sources
last year? (Circle one)
Lessthan $30,000 $50,000 to $74,999 100,000 to $149,000
$35,000 to $49,000 $75,000 to $99,999 $150,000 or more
17. What is your favorite thing about the Village downtown? __________________________
______________________________________________________________________________
18. What do you dislike mostabout the Village downtown? ___________________________
______________________________________________________________________________
29. 24
AppendixB: ConsumerInterceptSurvey Results
1. How did you get here today? (Circle one)
I drove 72%
I biked 0%
I tooka bus 0%
I walked 14%
Someone drove me 14%
Other 0%
2. Whatare the primary reasonsfor your visittoday? (Checkas many asapply.)
Dining 42%
Personal care (barber,nail salon) 0%
Shopping/retail 15%
I workhere 6%
Legal services 0%
Village hall 4%
I live here 9%
Medical office/health services 0%
Postoffice 0%
Tourism 6%
Banking/financial services 0%
Other 18%
3. If you answered“Shopping/retail,” whattypesof items?(Circle as many asapply.)
Groceries 12%
Dry cleaning/tailoring 0%
Home furnishings 25%
Clothing–Men’s 0%
Books 0%
Hardware 13%
Pharmacy 0%
Clothing–Women’s 0%
Electronics 0%
Jewelry 12%
Automobile 0%
Other 38%
4. On average,how oftendo you shopin the Village downtown? (Circle one)
Lessthan once a month 31%
1-5 timespermonth 34%
6-10 timespermonth 3%
11-15 timespermonth 0%
More than 15 timespermonth 3%
I don’tshopin the downtown 17%
Everyday 10%
30. 25
5. Where doyou shop more frequentlyotherthan the Village downtown? (Checkasmany as apply.)
Regional mall 6%
Nexttownover 27%
Discountsupercenter 48%
Mail order 0%
Internet 12%
Other 7%
6. Do you feel that the store hours inthe Village downtownare adequate? (Circle one)
Yes 67%
No 33%
7. Is parking a problem inthe Village downtown? (Circle one)
Yes 52%
No 48%
8. Do you feel that signage is adequate within the Village downtown? (Circle one)
Yes 83%
No 17%
9. Do you feel safe walking/crossingthe streetin the Village downtown? (Circle one)
Yes 100%
No 0%
10. Do you feel the Village downtownisproperly maintainedand clean? (Circle one)
Yes 83%
No 17%
11. What, ifany, would you like to see improve in the Village downtown? (Checkasmany asapply.)
Signage 7%
Selectionof retail/services 24%
Parking 34%
Pricesof goods/services 7%
Safety 0%
Appearance of streets/buildings 20%
Store hours 7%
Other 1%
12. Age?(Circle one)
Under 18 0%
18-25 10%
26-35 17%
36-45 26%
46-55 22%
56-65 14%
Over65 11%
31. 26
13. Gender?(Circle one)
Male 55%
Female 45%
14. Zip code where you live?
Rockton 39%
Other 61%
15. Zip code where you work?
Rockton 25%
Other 54%
N/A 21%
16. Whichof these broad categoriesbest describesyour householdincome forall sources
last year? (Circle one)
Lessthan $30,000 7%
$35,000 to $49,000 14%
$50,000 to $74,999 21%
$75,000 to $99,000 17%
$100,000 to $149,000 7%
$150,000 or more 14%
N/A 8%
Retired 12%
17. What is your favorite thing about the Village downtown? Notcompiled into statistics
18. What do you dislike mostabout the Village downtown? Notcompiled into statistic
