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Making the Most of Our  Great Places Tourism as Economic Development in Crawford County Wisconsin and Beyond presented by Laura Brown and Bill Ryan University of Wisconsin-Extension Presented February 10, 2010 Crawford County Tourism Council
Agenda Why Consider Tourism? Community Strategies to Develop Tourism Types of Businesses that Appeal to Visitors Business Strategies to Capture Visitor Spending
LOCAL PdC Chamber of Commerce PdC Downtown Revitalization (Main Street Program) PdC Tourism Council  McGregor Marquette Chamber of Commerce Gays Mills Economic Development Council Ferryville Tourism and Promotions Council COUNTY LEVEL  Crawford and Vernon Tourism Councils UW Extension MULTI COUNTY, STATE, MULTISTATE Kickapoo Valley Association Hidden valleys Ports of Discovery WI Dept of Tourism 7-Rivers Region Economic Partnership  Riverlands Economic Advantage Partnership Part 1.  Why Consider Tourism? Broad Support Locally and Regionally for Tourism Development
Economic Development is a Top Priority
Residents Support Tourism Related Activities
Residents Want to Preserve The Area’s Unique Assets
If people come, where will they spend money? How will they get here?  Will tourists consider buying a home here?  How will this impact our communities?  Entrepreneurship  Business retention Workforce development Transportation Leadership development Downtown development Tourism plays an important role in economic development; improving the economy and well being of residents Tourism’s Impact on the Economy as a Whole
Understanding the Broader Economy  Tourism diversifies the economy and creates opportunities for small businesses…  http:// worknet.wisconsin.gov/worknet / http://industry.travelwisconsin.com/Research/Economic+Impact.aspx
Economic Benefits of Tourism Brings in dollars from outside of the community. Larger and more diverse mix of retail. Provides new entrepreneurial opportunities for residents. Brings customers with comparatively high disposable incomes. Increases tax revenues.  Enhances the visibility of the community, increasing its attractiveness as a place to visit, work, or call home. Find out more about the economic impact of tourism in your county at  the Wisconsin Department of Tourism http://industry.travelwisconsin.com/en/Research/Economic+Impact.aspx
Are We Achieving Our Potential? County by County Report on the Economic Impact of Expenditures by Travelers in Wisconsin 2007 Davidson Peterson Associates April 2008 http://industry.travelwisconsin.com
Are We Achieving Our Potential? County by County Report on the Economic Impact of Expenditures by Travelers in Wisconsin 2007 Davidson Peterson Associates April 2008  http://industry.travelwisconsin.com Us Census Bureau Population Data
Part 2: Community Strategies to Develop Tourism Best Practices from Two Sources: Adapted From  Your Town: A Destination The 25 Immutable Rules of Tourism Development  by Roger Brooks and Maury Forman Tourism and Retail Development: Attracting Tourists to Local Businesses  by Bill Ryan, Jim Bloms, Jim Hovland,  and David Scheler
Five Broad Community Strategies Create and Use a Tourism Development & Marketing Plan Work in Partnership Recognize First Impressions and the Physical Aspects of Your Community Celebrate Your Uniqueness and Sense of Place Create Activities and Experiences that Will Make Your Community a Real Destination -Adapted from  Your Town: The 25 Immutable Rules of Successful Tourism Development by Roger Brooks and Maury Forman
Resource: Tourism Development Manual  University of Minnesota -Extension Create and Use a Tourism Development and Marketing Plan http:// www.tourism.umn.edu / Planning: Why and How  Building Community Support Organizing for Tourism Development
Work in Partnership Retailers do not have to be located in a particular business district to work together to serve tourists.  Instead, they  need to share a common market and work cooperatively to serve that market.  Retailers find that customers value being able to buy directly from the producer Example:  Cycle Southwest Wisconsin Bicycle Map Read more at www.cyclesouthwestwisconsin.com
Baraboo, Spring Green, Dodgeville, and Mineral Point Collaborate on an annual Art Tour Example: Collaborative Regional Art Tour   Baraboo, Spring Green, Mineral Point, Wisconsin   Read more at : http://www.fallarttour.com/html/index.php Work in Partnership
Recognize First Impressions  and Physical Aspects of Your Community The First Impressions Program was first developed by UW Extension in Grant County Wisconsin.  Teams from partnering communities visit as secret shoppers and evaluate tourism amenities, the economy, infrastructure, and other community features. Read more :  http://www.uwex.edu/ces/cced/communities/firstimpressions/ Resource:  First Impressions Program First used in Fennimore, Wisconsin
Hospitality training was developed in Monroe County, Wisconsin in response to a need for customer service training and training in creating an overall welcoming community environment. Example:  Community Hospitality Training, Monroe County, Wisconsin Read more about this program: http://www.uwex.edu/ces/cced/economies/tourism/documents/TourismTopicHospitalityTraining031309.pdf Recognize First Impressions  and Physical Aspects of Your Community
Example: Sharing History with Travelers , Galena, Illinois What we can learn from Galena: Business leaders should work together to celebrate the character, culture and history of the town. The business mix in a town should provide a critical mass of retail products and services that are of particular interest to its visitors Local retailers should work cooperatively with local lodging establishments and others in the tourism industry Celebrate Your Uniqueness and Sense of Place
What we can learn from Lanesboro: Capitalizing on tourism does not necessarily mean a loss of community character or identity Even traditional retail businesses like hardware stores can find numerous opportunities to expand their product lines to sell to tourists Businesses should expand their products around the activities and interests of visitors to the area Example: Sharing The Great Outdoors with Bicyclists, Canoeists, and Rafters Lanesboro, Minnesota Celebrate Your Uniqueness and Sense of Place
Example: Cheese Lovers in Paradise, Green County, Wisconsin Smile, and say cheese! You're in southwestern Wisconsin's Green County - famous for Swiss heritage and ethnic cuisine, colorful festivals, and tasty local brews perfectly paired with award-winning cheese. Read more at http://greencounty.org/ Celebrate Your Uniqueness and Sense of Place
Entrepreneurial creativity and public-private cooperation should be encouraged to help create a community identity Visitors increasingly view shopping as a travel experience Local retailers should look for opportunities to serve both tourists and residents Small town business districts should  capitalize on their unique heritage, charm and hospitality Community retailers should work together to create an unified theme for shoppers Businesses should work together to promote each other and keep the shopper in town longer Example: Celebrating Heritage with Visitors, Germantown and New Glarus, Wisconsin Celebrate Your Uniqueness and Sense of Place
Tourism is more than marketing:  it is directly related to good community planning and placemaking.  This means considering things like land development patterns, circulation patterns, preserving natural and cultural resources, enhancing the local identity, and sense of place, and creating areas that are instinctively attractive.  Remember the “Four Times Rule”  Tourists need things to do for FOUR times as long as it takes to travel.  Example - Community Placemaking Through the Arts: Spring Green, Wisconsin Create Activities and Experiences that Will Make Your Community a Real Destination
Images:http ://housemouse.net/hkitch7.htm Principles of Community Placemaking” by Steven Graybow, University of Wisconsin Extension Each year the Villa Louis in Prairie du Chien, Wisconsin  hosts  “Breakfast in a Victorian Kitchen” events that allow participants to create a meal using seasonal foods and traditional kitchen tools in the Villa’s Victorian Kitchen.  Example: Victorian Breakfast at Villa Louis,  Prairie Du Chien, Wisconsin  Create Activities and Experiences that Will Make Your Community a Real Destination
Part 3: Types of Businesses that Appeal to Visitors The following business types were prepared in consultation with Patrick Reinsma, Wisconsin Department of Tourism , Josh Clements, University of Wisconsin – Extension Walworth County , and David Milder, DANTH, Inc.
Innovative Downtown Business Clearinghouse Based in part on the Innovative Downtown Business clearinghouse, a resource that presents unique business ideas that are bringing people back downtown  http://www.uwex.edu/ces/cced/downtowns/innovative/
Restaurants Popeye’s, Lake Geneva, WI Family owned and operated since 1972 Located on Lake Geneva with large outdoor patio, 600 total seating Greek ethnic restaurant; annual German and Italian festivals Hosts charity events, especially in slow tourist seasons Regionally famous authentic outdoor chicken rotisserie
Restaurants Titletown Brewing Company, Green Bay, WI Attracts locals and tourists alike Variety of home brews and quality food/pricing Anchors the downtown area/easily identifiable landmark Provides variety of spaces, both inside and out to meet specific needs of patrons both formal and informal.
Theater, Arts and Entertainment Fergus Theatre, Fergus, MN Renovated 1921 theatre seats 400 Programming includes live theatre, independent and foreign films, documentaries, live music, professional and local dance performances, visual art exhibitions, workshops and literary events, arts classes. Renovated 1914 Kaddatz Hotel as mixed use building with theatre offices, apartments, and market retail space
Retail - Gift, Collectable and Souvenir Shops Flemings Limited, Lake Geneva, WI Family owned and run since 1976 Carries authentic imported Irish products, including Galway Crystal, Ballcreek China, licensed Guinness merchandise, books, authentic foods, and men’s and women’s clothing. Anchor for a cluster of specialty shops in the Downtown
Retail - Antique Shops Ideas N’ Designs, Mount Carroll, IL  Upon entering this store, you are given a 'Welcome" by owner Linda Anderson, alias the Mad Hatter.  Store sells old car parts, toys, clocks, vintage and new clothing, books, coffee tea and desserts drapes, chandeliers, cushions and designer fabrics The items are hand picked to fit into the many displays throughout the store, giving the customer ideas of how to incorporate their finds into their collecting motif.  Organizes downtown events including a series of “Cruise to Mount Carroll Cruise Nights” that attract antique car enthusiasts.
Retail - Recreation and Sporting Goods Earth Rider Bike Shop and Hotel Combination bike shop and B&B,  Packages bicycling experiences for visitors.  Organizes bike tours of the back roads and trails of Green County, Wisconsin and nearby communities. Tours are designed for various cycling skill levels and have various theme such as farm tours and history tours.
Retail - Apparel Simply Elegant Boutique, Galena, IL Upscale cosmopolitan women’s apparel and accessory store  Focus on personalized service, high quality products Custom wardrobe fitting, personal shopping sessions Hosts fundraising events for local women’s groups
Retail - Home and Garden Stores Old Spud Warehouse, Gaylord, MI Located in renovated potato farmer’s cooperative built in 1900 Unique furniture, lighting, and home accents Products are purchased individually and mix is always changing Partnered with other businesses to produce 16-page promotional brochure for downtown businesses
Retail - Local Specialty Foods and Indulgences Galena Canning Company, Galena IL Produces over 350 old fashioned canned and sauce items Purchased and renovated 1942 hotel in 2006, noted a 400% increase in sales Added a small bakery and coffee shop, which is a vibrant draw throughout the entire day
Retail - Book Stores Autumn Leaves Used Books, Ithaca, NY A unique selection of hard-to-find books and records Serves as a gathering place with coffee shop in store Attraction for visitors to the area Ithaca HOURS program participant (local currency keeps business local)
Retail - Coffee Shop/Bakeries that Serve as Gathering Places Red Mug Coffeehouse, Superior, WI  Organic and Fair-trade drink and food Local meeting and leisure place Promotes social activism in their community  Cooperation with other businesses in the arts community
Retail - Hobby and Craft Shops Scrapbook Attic, Fremont, OH One-stop shop for scrapbook essentials Personal relationship with frequent customers Strong ties with local schools Presence of this business is fostering a revitalized image of downtown as a place of community activity and cohesion
Retail - Unique One-of-a-Kind Retail Hoffman’s Patterns of the Past, Princeton, IL Known throughout the world for extensive china selection Over 175,000 pieces Special store events coincide with local festivals
Retail - Local Arts & Craft Shops and Galleries Wind, Water & Light, Champaign, IL Features 180 local and national artists in a variety of mediums. Educates the shopper about the art, the process and the artist. Appeals to a wide range of economic backgrounds. Complements other existing market niches in downtown.
Retail - Variety Store Pick & Shovel Building Materials, Newport, VT Attends to daily needs of residents and visitors Sensitive to local preferences regarding inventory and pricing Makes downtown a must-stop Provides a friendly community gathering place (ice cream stand)
Retail - Sustainable, Green and Fair Trade Businesses Just Food Co-op, Northfield, MN Emphasizes organic and locally produced foods. Cooperatively owned by 1,600 community members. Keeps dollars and business local. Changing the way people shop for groceries (browsing leisurely at a community meeting place).
Other - Amusements and Family Fun Wooden You Know Toys, Maplewood, NJ Doesn’t carry mass-merchandised toys, instead they focus on educational and constructive merchandise Emphasis on high safety standards, renewable resources and fair-trade practices Serves the local Maplewood community Part of a Special Improvement District, which is designed to create synergy and revitalize a business district
Other - Health and Wellness Tangerine, Portage, WI Known for its selection of natural and organic foods, herbal supplements, and natural body products.  Appeals to health-minded shoppers by carrying a range of foods from Wild Alaskan Salmon, Bison, and Free Range Black Angus to wheat-free and gluten-free choices.  Owner is a certified nutritionist, helping her customers maintain healthy diets free from chemicals and antibiotics.
Part 4: Business Strategies to Capture Visitor Spending Based on interviews with 150 Retail Businesses in the Midwest
Retail Strategies: Knowing The Customer Research your tourism market Get to know your customer and their names Know what attractions draw visitors to your community Understand the differing interests within the traveling party
Retail Strategies: Targeting The Visitor Become a regular stop for bus tours Recognize that local residents also enjoy shopping like a tourist Recognize that tourists are not necessarily “vacationers.” Recognize the market of friends and relatives. Recognize the market of second-home owners
Retail Strategies:  Location Location, location, location Recognize benefit of traffic congestion Locate business near cluster of other tourist-oriented retailers Locate near tourist attractions Provide parking for buses
Retail Strategies:  Store Appearance Examine the first impressions visitors may have of your business.  Understand curb appeal Have a window show to grab the attention of pedestrians Reflect the architecture of the community in the building Use sidewalk displays Have good signage that is visible by being perpendicular to the street
Retail Strategies:  Atmosphere Appeal to the senses of sight, smell and sound Building interior décor should reflect area theme Preserve historic downtown character  Design your store to accommodate the leisure traveler Make shopping easy for parents Encourage both locals and visitors to interact
Retail Strategies:  Experience Offer an authentic experience Provide an entertaining and fun experience Give customers a hands-on experience Provide an educational experience Provide samples Conduct different weekly events Offer tours of your community
Retail Strategies:  Products Offer unique products that are not offered by large retailers or other downtown merchants Ask and listen to the customer for product ideas Continually seek new suppliers and unique items Sell products that display the name of your store Sell products that the visitors can take with them Stock items that the traveler may have forgotten Offer products for kids Personalize products Sell local and authentic products
Retail Strategies:  Pricing Don’t compete strictly on price If you sell “cheap” merchandise, don’t disguise it Offer something for free Recognize that many visitors are seeking good deals – especially in today’s economy Sell some affordable products in all stores
Retail Strategies:  Inventory Management Introduce new inventory on a regular basis Adjust inventory on a seasonal basis Keep stocking items that sell Don’t get buried in old inventory
Retail Strategies:  Convenience Accept advanced or special orders Accept credit cards and traveler’s checks Accept foreign currency Be a source for recreational licenses Keep regular hours including selected evening hours Provide clean restrooms Offer free gift-wrapping Offer rentals Provide repair services to visitors Offer delivery and shipping
Retail Strategies:  Hospitality Develop a mission statement that recognizes hospitality Hire and take care of good employees Smile and practice effective human relations Teach employees about the area Know other languages Post road maps Provide visitor information
Retail Strategies:  Stand Behind Your Products Guarantee your products and services Improve your out-of-town return policy Sell products that you know and trust
Retail Strategies:  Reaching the Visitor Reach tourists via e-mail and social media Develop an effective Yellow Page listing.  Develop an effective brochure Develop a mailing list from a sign-in book Reach guests at local lodging facilities Word-of-mouth referrals Write press releases Offer catalog sales
Retail Strategies:  Strengthen Ties with Your Community Become active in the Chamber of Commerce, Main Street, business improvement district and tourism promotion groups Conduct reciprocal promotions with other businesses To the extent possible, complement and not compete with other local businesses Participate in downtown and community-wide promotions
Retail Strategies:  Encouraging Repeat Business Become a fond tradition for visitors.  Focus on building repeat business Provide incentives to taxi drivers, tour bus drivers and guides Remind visitors to visit again and soon through web site
For More Information Bill Ryan University of Wisconsin-Extension Center for Community & Economic Development Phone  608-263-4994  [email_address] Laura Brown University of Wisconsin - Extension Community & Economic Development Educator, Crawford County Phone  608-326-0223 [email_address]

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Great Places Tourism Council Presentation 2 10 10

  • 1. Making the Most of Our Great Places Tourism as Economic Development in Crawford County Wisconsin and Beyond presented by Laura Brown and Bill Ryan University of Wisconsin-Extension Presented February 10, 2010 Crawford County Tourism Council
  • 2. Agenda Why Consider Tourism? Community Strategies to Develop Tourism Types of Businesses that Appeal to Visitors Business Strategies to Capture Visitor Spending
  • 3. LOCAL PdC Chamber of Commerce PdC Downtown Revitalization (Main Street Program) PdC Tourism Council McGregor Marquette Chamber of Commerce Gays Mills Economic Development Council Ferryville Tourism and Promotions Council COUNTY LEVEL Crawford and Vernon Tourism Councils UW Extension MULTI COUNTY, STATE, MULTISTATE Kickapoo Valley Association Hidden valleys Ports of Discovery WI Dept of Tourism 7-Rivers Region Economic Partnership Riverlands Economic Advantage Partnership Part 1. Why Consider Tourism? Broad Support Locally and Regionally for Tourism Development
  • 4. Economic Development is a Top Priority
  • 5. Residents Support Tourism Related Activities
  • 6. Residents Want to Preserve The Area’s Unique Assets
  • 7. If people come, where will they spend money? How will they get here? Will tourists consider buying a home here? How will this impact our communities? Entrepreneurship Business retention Workforce development Transportation Leadership development Downtown development Tourism plays an important role in economic development; improving the economy and well being of residents Tourism’s Impact on the Economy as a Whole
  • 8. Understanding the Broader Economy Tourism diversifies the economy and creates opportunities for small businesses… http:// worknet.wisconsin.gov/worknet / http://industry.travelwisconsin.com/Research/Economic+Impact.aspx
  • 9. Economic Benefits of Tourism Brings in dollars from outside of the community. Larger and more diverse mix of retail. Provides new entrepreneurial opportunities for residents. Brings customers with comparatively high disposable incomes. Increases tax revenues. Enhances the visibility of the community, increasing its attractiveness as a place to visit, work, or call home. Find out more about the economic impact of tourism in your county at the Wisconsin Department of Tourism http://industry.travelwisconsin.com/en/Research/Economic+Impact.aspx
  • 10. Are We Achieving Our Potential? County by County Report on the Economic Impact of Expenditures by Travelers in Wisconsin 2007 Davidson Peterson Associates April 2008 http://industry.travelwisconsin.com
  • 11. Are We Achieving Our Potential? County by County Report on the Economic Impact of Expenditures by Travelers in Wisconsin 2007 Davidson Peterson Associates April 2008 http://industry.travelwisconsin.com Us Census Bureau Population Data
  • 12. Part 2: Community Strategies to Develop Tourism Best Practices from Two Sources: Adapted From Your Town: A Destination The 25 Immutable Rules of Tourism Development by Roger Brooks and Maury Forman Tourism and Retail Development: Attracting Tourists to Local Businesses by Bill Ryan, Jim Bloms, Jim Hovland, and David Scheler
  • 13. Five Broad Community Strategies Create and Use a Tourism Development & Marketing Plan Work in Partnership Recognize First Impressions and the Physical Aspects of Your Community Celebrate Your Uniqueness and Sense of Place Create Activities and Experiences that Will Make Your Community a Real Destination -Adapted from Your Town: The 25 Immutable Rules of Successful Tourism Development by Roger Brooks and Maury Forman
  • 14. Resource: Tourism Development Manual University of Minnesota -Extension Create and Use a Tourism Development and Marketing Plan http:// www.tourism.umn.edu / Planning: Why and How Building Community Support Organizing for Tourism Development
  • 15. Work in Partnership Retailers do not have to be located in a particular business district to work together to serve tourists. Instead, they need to share a common market and work cooperatively to serve that market. Retailers find that customers value being able to buy directly from the producer Example: Cycle Southwest Wisconsin Bicycle Map Read more at www.cyclesouthwestwisconsin.com
  • 16. Baraboo, Spring Green, Dodgeville, and Mineral Point Collaborate on an annual Art Tour Example: Collaborative Regional Art Tour Baraboo, Spring Green, Mineral Point, Wisconsin Read more at : http://www.fallarttour.com/html/index.php Work in Partnership
  • 17. Recognize First Impressions and Physical Aspects of Your Community The First Impressions Program was first developed by UW Extension in Grant County Wisconsin. Teams from partnering communities visit as secret shoppers and evaluate tourism amenities, the economy, infrastructure, and other community features. Read more : http://www.uwex.edu/ces/cced/communities/firstimpressions/ Resource: First Impressions Program First used in Fennimore, Wisconsin
  • 18. Hospitality training was developed in Monroe County, Wisconsin in response to a need for customer service training and training in creating an overall welcoming community environment. Example: Community Hospitality Training, Monroe County, Wisconsin Read more about this program: http://www.uwex.edu/ces/cced/economies/tourism/documents/TourismTopicHospitalityTraining031309.pdf Recognize First Impressions and Physical Aspects of Your Community
  • 19. Example: Sharing History with Travelers , Galena, Illinois What we can learn from Galena: Business leaders should work together to celebrate the character, culture and history of the town. The business mix in a town should provide a critical mass of retail products and services that are of particular interest to its visitors Local retailers should work cooperatively with local lodging establishments and others in the tourism industry Celebrate Your Uniqueness and Sense of Place
  • 20. What we can learn from Lanesboro: Capitalizing on tourism does not necessarily mean a loss of community character or identity Even traditional retail businesses like hardware stores can find numerous opportunities to expand their product lines to sell to tourists Businesses should expand their products around the activities and interests of visitors to the area Example: Sharing The Great Outdoors with Bicyclists, Canoeists, and Rafters Lanesboro, Minnesota Celebrate Your Uniqueness and Sense of Place
  • 21. Example: Cheese Lovers in Paradise, Green County, Wisconsin Smile, and say cheese! You're in southwestern Wisconsin's Green County - famous for Swiss heritage and ethnic cuisine, colorful festivals, and tasty local brews perfectly paired with award-winning cheese. Read more at http://greencounty.org/ Celebrate Your Uniqueness and Sense of Place
  • 22. Entrepreneurial creativity and public-private cooperation should be encouraged to help create a community identity Visitors increasingly view shopping as a travel experience Local retailers should look for opportunities to serve both tourists and residents Small town business districts should capitalize on their unique heritage, charm and hospitality Community retailers should work together to create an unified theme for shoppers Businesses should work together to promote each other and keep the shopper in town longer Example: Celebrating Heritage with Visitors, Germantown and New Glarus, Wisconsin Celebrate Your Uniqueness and Sense of Place
  • 23. Tourism is more than marketing: it is directly related to good community planning and placemaking. This means considering things like land development patterns, circulation patterns, preserving natural and cultural resources, enhancing the local identity, and sense of place, and creating areas that are instinctively attractive. Remember the “Four Times Rule” Tourists need things to do for FOUR times as long as it takes to travel. Example - Community Placemaking Through the Arts: Spring Green, Wisconsin Create Activities and Experiences that Will Make Your Community a Real Destination
  • 24. Images:http ://housemouse.net/hkitch7.htm Principles of Community Placemaking” by Steven Graybow, University of Wisconsin Extension Each year the Villa Louis in Prairie du Chien, Wisconsin hosts “Breakfast in a Victorian Kitchen” events that allow participants to create a meal using seasonal foods and traditional kitchen tools in the Villa’s Victorian Kitchen. Example: Victorian Breakfast at Villa Louis, Prairie Du Chien, Wisconsin Create Activities and Experiences that Will Make Your Community a Real Destination
  • 25. Part 3: Types of Businesses that Appeal to Visitors The following business types were prepared in consultation with Patrick Reinsma, Wisconsin Department of Tourism , Josh Clements, University of Wisconsin – Extension Walworth County , and David Milder, DANTH, Inc.
  • 26. Innovative Downtown Business Clearinghouse Based in part on the Innovative Downtown Business clearinghouse, a resource that presents unique business ideas that are bringing people back downtown http://www.uwex.edu/ces/cced/downtowns/innovative/
  • 27. Restaurants Popeye’s, Lake Geneva, WI Family owned and operated since 1972 Located on Lake Geneva with large outdoor patio, 600 total seating Greek ethnic restaurant; annual German and Italian festivals Hosts charity events, especially in slow tourist seasons Regionally famous authentic outdoor chicken rotisserie
  • 28. Restaurants Titletown Brewing Company, Green Bay, WI Attracts locals and tourists alike Variety of home brews and quality food/pricing Anchors the downtown area/easily identifiable landmark Provides variety of spaces, both inside and out to meet specific needs of patrons both formal and informal.
  • 29. Theater, Arts and Entertainment Fergus Theatre, Fergus, MN Renovated 1921 theatre seats 400 Programming includes live theatre, independent and foreign films, documentaries, live music, professional and local dance performances, visual art exhibitions, workshops and literary events, arts classes. Renovated 1914 Kaddatz Hotel as mixed use building with theatre offices, apartments, and market retail space
  • 30. Retail - Gift, Collectable and Souvenir Shops Flemings Limited, Lake Geneva, WI Family owned and run since 1976 Carries authentic imported Irish products, including Galway Crystal, Ballcreek China, licensed Guinness merchandise, books, authentic foods, and men’s and women’s clothing. Anchor for a cluster of specialty shops in the Downtown
  • 31. Retail - Antique Shops Ideas N’ Designs, Mount Carroll, IL Upon entering this store, you are given a 'Welcome" by owner Linda Anderson, alias the Mad Hatter. Store sells old car parts, toys, clocks, vintage and new clothing, books, coffee tea and desserts drapes, chandeliers, cushions and designer fabrics The items are hand picked to fit into the many displays throughout the store, giving the customer ideas of how to incorporate their finds into their collecting motif. Organizes downtown events including a series of “Cruise to Mount Carroll Cruise Nights” that attract antique car enthusiasts.
  • 32. Retail - Recreation and Sporting Goods Earth Rider Bike Shop and Hotel Combination bike shop and B&B, Packages bicycling experiences for visitors. Organizes bike tours of the back roads and trails of Green County, Wisconsin and nearby communities. Tours are designed for various cycling skill levels and have various theme such as farm tours and history tours.
  • 33. Retail - Apparel Simply Elegant Boutique, Galena, IL Upscale cosmopolitan women’s apparel and accessory store Focus on personalized service, high quality products Custom wardrobe fitting, personal shopping sessions Hosts fundraising events for local women’s groups
  • 34. Retail - Home and Garden Stores Old Spud Warehouse, Gaylord, MI Located in renovated potato farmer’s cooperative built in 1900 Unique furniture, lighting, and home accents Products are purchased individually and mix is always changing Partnered with other businesses to produce 16-page promotional brochure for downtown businesses
  • 35. Retail - Local Specialty Foods and Indulgences Galena Canning Company, Galena IL Produces over 350 old fashioned canned and sauce items Purchased and renovated 1942 hotel in 2006, noted a 400% increase in sales Added a small bakery and coffee shop, which is a vibrant draw throughout the entire day
  • 36. Retail - Book Stores Autumn Leaves Used Books, Ithaca, NY A unique selection of hard-to-find books and records Serves as a gathering place with coffee shop in store Attraction for visitors to the area Ithaca HOURS program participant (local currency keeps business local)
  • 37. Retail - Coffee Shop/Bakeries that Serve as Gathering Places Red Mug Coffeehouse, Superior, WI Organic and Fair-trade drink and food Local meeting and leisure place Promotes social activism in their community Cooperation with other businesses in the arts community
  • 38. Retail - Hobby and Craft Shops Scrapbook Attic, Fremont, OH One-stop shop for scrapbook essentials Personal relationship with frequent customers Strong ties with local schools Presence of this business is fostering a revitalized image of downtown as a place of community activity and cohesion
  • 39. Retail - Unique One-of-a-Kind Retail Hoffman’s Patterns of the Past, Princeton, IL Known throughout the world for extensive china selection Over 175,000 pieces Special store events coincide with local festivals
  • 40. Retail - Local Arts & Craft Shops and Galleries Wind, Water & Light, Champaign, IL Features 180 local and national artists in a variety of mediums. Educates the shopper about the art, the process and the artist. Appeals to a wide range of economic backgrounds. Complements other existing market niches in downtown.
  • 41. Retail - Variety Store Pick & Shovel Building Materials, Newport, VT Attends to daily needs of residents and visitors Sensitive to local preferences regarding inventory and pricing Makes downtown a must-stop Provides a friendly community gathering place (ice cream stand)
  • 42. Retail - Sustainable, Green and Fair Trade Businesses Just Food Co-op, Northfield, MN Emphasizes organic and locally produced foods. Cooperatively owned by 1,600 community members. Keeps dollars and business local. Changing the way people shop for groceries (browsing leisurely at a community meeting place).
  • 43. Other - Amusements and Family Fun Wooden You Know Toys, Maplewood, NJ Doesn’t carry mass-merchandised toys, instead they focus on educational and constructive merchandise Emphasis on high safety standards, renewable resources and fair-trade practices Serves the local Maplewood community Part of a Special Improvement District, which is designed to create synergy and revitalize a business district
  • 44. Other - Health and Wellness Tangerine, Portage, WI Known for its selection of natural and organic foods, herbal supplements, and natural body products. Appeals to health-minded shoppers by carrying a range of foods from Wild Alaskan Salmon, Bison, and Free Range Black Angus to wheat-free and gluten-free choices. Owner is a certified nutritionist, helping her customers maintain healthy diets free from chemicals and antibiotics.
  • 45. Part 4: Business Strategies to Capture Visitor Spending Based on interviews with 150 Retail Businesses in the Midwest
  • 46. Retail Strategies: Knowing The Customer Research your tourism market Get to know your customer and their names Know what attractions draw visitors to your community Understand the differing interests within the traveling party
  • 47. Retail Strategies: Targeting The Visitor Become a regular stop for bus tours Recognize that local residents also enjoy shopping like a tourist Recognize that tourists are not necessarily “vacationers.” Recognize the market of friends and relatives. Recognize the market of second-home owners
  • 48. Retail Strategies: Location Location, location, location Recognize benefit of traffic congestion Locate business near cluster of other tourist-oriented retailers Locate near tourist attractions Provide parking for buses
  • 49. Retail Strategies: Store Appearance Examine the first impressions visitors may have of your business. Understand curb appeal Have a window show to grab the attention of pedestrians Reflect the architecture of the community in the building Use sidewalk displays Have good signage that is visible by being perpendicular to the street
  • 50. Retail Strategies: Atmosphere Appeal to the senses of sight, smell and sound Building interior décor should reflect area theme Preserve historic downtown character Design your store to accommodate the leisure traveler Make shopping easy for parents Encourage both locals and visitors to interact
  • 51. Retail Strategies: Experience Offer an authentic experience Provide an entertaining and fun experience Give customers a hands-on experience Provide an educational experience Provide samples Conduct different weekly events Offer tours of your community
  • 52. Retail Strategies: Products Offer unique products that are not offered by large retailers or other downtown merchants Ask and listen to the customer for product ideas Continually seek new suppliers and unique items Sell products that display the name of your store Sell products that the visitors can take with them Stock items that the traveler may have forgotten Offer products for kids Personalize products Sell local and authentic products
  • 53. Retail Strategies: Pricing Don’t compete strictly on price If you sell “cheap” merchandise, don’t disguise it Offer something for free Recognize that many visitors are seeking good deals – especially in today’s economy Sell some affordable products in all stores
  • 54. Retail Strategies: Inventory Management Introduce new inventory on a regular basis Adjust inventory on a seasonal basis Keep stocking items that sell Don’t get buried in old inventory
  • 55. Retail Strategies: Convenience Accept advanced or special orders Accept credit cards and traveler’s checks Accept foreign currency Be a source for recreational licenses Keep regular hours including selected evening hours Provide clean restrooms Offer free gift-wrapping Offer rentals Provide repair services to visitors Offer delivery and shipping
  • 56. Retail Strategies: Hospitality Develop a mission statement that recognizes hospitality Hire and take care of good employees Smile and practice effective human relations Teach employees about the area Know other languages Post road maps Provide visitor information
  • 57. Retail Strategies: Stand Behind Your Products Guarantee your products and services Improve your out-of-town return policy Sell products that you know and trust
  • 58. Retail Strategies: Reaching the Visitor Reach tourists via e-mail and social media Develop an effective Yellow Page listing. Develop an effective brochure Develop a mailing list from a sign-in book Reach guests at local lodging facilities Word-of-mouth referrals Write press releases Offer catalog sales
  • 59. Retail Strategies: Strengthen Ties with Your Community Become active in the Chamber of Commerce, Main Street, business improvement district and tourism promotion groups Conduct reciprocal promotions with other businesses To the extent possible, complement and not compete with other local businesses Participate in downtown and community-wide promotions
  • 60. Retail Strategies: Encouraging Repeat Business Become a fond tradition for visitors. Focus on building repeat business Provide incentives to taxi drivers, tour bus drivers and guides Remind visitors to visit again and soon through web site
  • 61. For More Information Bill Ryan University of Wisconsin-Extension Center for Community & Economic Development Phone 608-263-4994 [email_address] Laura Brown University of Wisconsin - Extension Community & Economic Development Educator, Crawford County Phone 608-326-0223 [email_address]

Editor's Notes

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  3. Our county Comprehensive planning survey shows that even before the most recent economic downturn, residents were concerned about our declining economy.
  4. When considering Tourism, it is important to consider what local residents think about tourism. In the survey residents expressed support for tourism related activities- more than 70 % supported the development of hiking and walking trails on public land. Surprisingly, silent sports were supported by the greatest percentage of respondents. This information has helped to inform the county tourism council to develop a strategy that is most appropriate for Crawford County.
  5. But residents also value the things that drive Crawford County’s tourism industry: unique natural beauty and open spaces.
  6. Poll question 1: Laura I’ve found in working with community groups and organizations, particularly if we’re short on time, and resources, and volunteers, its very easy to get so focused on project or goals that we forget to look at the big picture. Tourism, just like any other strategy for economic development, is part of a “web” of related activities, people, businesses, and infrastructure that contributes to our economy. I like the web metaphor because like a spider, a community really needs the multiple strands of the economy to keep the economy strong. One strand, or one strategy for economic development, is not enough So, from a tourism perspective its not enough to say we want “tourists.” That sometimes means asking some tough questions: If people come, where will they spend money ( if we open up a river for canoeing, are there places for canoeists to stay)? How will they get here? How will they find out about us ( Do we have a website?)? Would tourists consider buying a home here? How will tourism impact our communities (increase in motorcycle traffic for instance? ) On the ground this means that we may need to consider how tourism fits in or compliments other parts of our economy or economic development strategies (like downtown development!) So things like entrepreneurship, business retention, workforce development and so on should be our bugger strategy for downtown development in addition to tourism.
  7. Laura Tourism is one piece of our economic pie it can play a large role in the economy, especially for some rural areas in Wisconsin. This chart was created form Data from the Bureau of Workforce Development http://worknet.wisconsin.gov/worknet/ to demonstrate the diverse range of businesses that comprise a local economy (Crawford County). When we look at charts like this its important to distinguish between direct spending and indirect spending.
  8. Laura Often tourism is isolated from other economic development strategies because it may create lower paying jobs that may not be the driving sectors of your economy. BUT tourism does serve as a sort of stepping stone for entry level workers and for entrepreneurs. According to the Wisconsin Department of Tourism this comprises the largest percentage of new businesses and XX % of Pros and cons of tourism Benefits to business $8.7 billion 52% from food and shopping 27% from shopping Brings in dollars from outside of the community. Larger and more diverse mix of retail. Provides new entrepreneurial opportunities for community residents. Brings customers with comparatively high disposable incomes. Increases tax revenues. Enhances the visibility of the community, increasing its attractiveness as a place to visit, work, or call home. Pros and cons of tourism Benefits to business $8.7 billion 52% from food and shopping 27% from shopping
  9. Laura This chart shows total tourism spending by county in Southwest Wisconsin. Only 3 of the counties ranked in the top third for spending had populations under 22,000 Vilas, Sawyer, and Adams. Crawford County falls well below the state average for spending of 177,438,000. Driven by milwaukee and dane county
  10. Laura This chart shows total tourism spending by county in Southwest Wisconsin. Only 3 of the counties ranked in the top third for spending had populations under 22,000 Vilas, Sawyer, and Adams. Crawford County falls well below the state average for spending of 177,438,000.
  11. Bill These best practices have been documented by tourism developers around the county. These are based on principles articulated in “Your Town: A Destination The 25 immutable Rules of Tourism Development” by Roger Brooks and Maury Forman. We’ve looked for examples of best practices from other communities around Wisconsin. Research: Nominations Community visits Business interviews Note that while the examples presented are from businesses many of the strategies apply to businesses of all kinds as well as communities!
  12. Bill These best practices have been documented by tourism developers around the county. These are based on principles articulated in “Your Town: A Destination The 25 immutable Rules of Tourism Development” by Roger Brooks and Maury Forman. We’ve looked for examples of best practices from other communities around Wisconsin. Delete this slide??
  13. Laura This manual published my UMinn is a great too for starting a tourism development plan. It includes information about Why and How to create a tourism plan, how to Assessing Tourism Potential and Develop local businesses, and handle marketing and communication. What goes into a marketing plan- Developing marketing plan
  14. Bill This cycle southwest Wisconsin map is a partnership between Grant, Iowa, and Lafayette counties and shows no county borders. The website offers “Bed and Bike options and encourages tourists to take advantage of art galleries and other retail options along the routes.
  15. Laura Experiencing Agriculture through the Fall Arts Tour: Have done a great job of linking communities with a similar theme- public a map and a website that makes information gathering easy.
  16. Laura Tourism is your front door to your non-tourism economic development efforts. Anyone contemplating starting a new business or moving to your community will first arrive as a visitor. This means communities need to recognize how they are perceived by visitors to their community. My colleague Andy Lewis at the Center for Community and Economic Development created the first impressions program to help communities better understand how they are perceived by visitors. Secret shopper concept Includes physical aspects of the downtown customer service and aspects of the community as a whole like social services and education Website for you to download the free tools and read more
  17. Laura The First impressions program is a tool you might use with the board of your organization of key leaders in the community But some communities have recognized that the folks you meet at the bar, the local residents, are really ambassadors of your community too- for better or worse! Monroe County developed a hospitality training that has been used not just with tourism organizations with many different types of community and volunteer organizations, like Rotary and Lions clubs.
  18. Bill Things that make your community unique may your history, a diverse range of artists that live there, or natural resources that make your community or downtown unique. Examples: Galena, Lanesboro,
  19. Bill Or improving circulation
  20. Laura Green County in southwestern Wisconsin‘ - famous for Swiss heritage and ethnic cuisine, colorful festivals, and tasty local brews perfectly paired with award-winning cheese. This isnt just about tourism but is apparent the County’s logo, displayed on the government website! The community has really embraced this uniqueness to create a sense of place The community of new Glarus, that bill will describe is also part of Green County
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  22. Laura Creating appealing places with appealing experiences Good community planning and placemaking- considering things like land development patterns, creating attractive areas, preserving natural resources, and creating attractive places Includes design elements: Individual business-owner decisions on building architecture, colors, exterior materials, landscaping and signage can positively impact the overall appeal of the community Spring Green has tapped into this design element, since it is the home of Frank Lloyd Wright, but has created a series of activities around that theme ( home of a Shakesperean Theater Company, growing the Fall Art Tour) Richard Brooks says that if you want them to stay, tourists need things to do for four times as long as it takes them to travel there.
  23. Laura the Villa Louis in Prairie du Chien has done a great job of creating an appealing experience for visitors by hosting “breakfasts in a Victorian Kitchen” So instead of simply taking a tour and listening to a talk about the food prepared in the late 1800’s participants pay a fee to actually prepare traditional foods of the time using a wood fired iron stove, hand beaters, and set a traditional table.. then of course enjoy a locally grown, seasonal meal together!
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  26. Bill Popeye’s was originally a 60-seat tavern, has expanded over time to seat 600. Popeye’s has been operated continuously since 1972 by the Anagnos family. Popeye’s hosts charity events, such as high school jazz band concerts, during which a portion of the day’s proceeds benefits the band. Popeye’s also hosts fundraising events for local high school sports teams, among other organizations – especially during the slow seasons. This not only keeps business going during the winter and drawing people downtown, but supports local groups.
  27. Bill Popeye’s was originally a 60-seat tavern, has expanded over time to seat 600. Popeye’s has been operated continuously since 1972 by the Anagnos family. Popeye’s hosts charity events, such as high school jazz band concerts, during which a portion of the day’s proceeds benefits the band. Popeye’s also hosts fundraising events for local high school sports teams, among other organizations – especially during the slow seasons. This not only keeps business going during the winter and drawing people downtown, but supports local groups.
  28. Laura- Theaters like these can bring in arts from outside but also serve as a venue for local arts development, performance groups- fostering a local arts culture.
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  47. Laura In particular location relative o other tourist destination, other businesses, and near parking!
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  49. Laura If you’ve ever stopped in a community with a really good bakery you already know the importance of atmosphere. Sensory experience if the business is very important- and effects the overall impression people will have of the community as a whole!
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  51. Laura Its pretty likely that your downtown businesses are not trying to outcompete Wal-Mart so its important to offer something unique and get feedback from customers. Downtowns provide great opportunities for highlighting locally produced products that travelers may not be able to pick up elsewhere.
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  53. Laura Adjusting inventory is related to the consumer experience. If the store always has the same old thing tourists have no incentive to return.
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  55. Laura This really supports what we mentioned earlier about First impressions. A smile can go a long way!
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  57. Laura Social media is becoming increasingly important for connecting with tourists – like facebook and twitter, but lets go back to web 2.0- a website is essential- even if you aren’t marketing online. If tourists are visiting a community and hoping to stop at a particular store, they want to know that its going to be open!
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  59. Laura Connecting with customers this might mean following up with customers with a coupon or encouraging them to visit your website. I brought my car into car dealership a few months ago and have since received several coupons for reduced or free follow-up services. What a great way to get me back!!
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