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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 ,[object Object],[object Object],[object Object],[object Object]
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
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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  ,[object Object],http:// worknet.wisconsin.gov/worknet / http://industry.travelwisconsin.com/Research/Economic+Impact.aspx
Economic Benefits of Tourism ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object]
Five Broad Community Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Resource: Tourism Development Manual  University of Minnesota -Extension Create and Use a Tourism Development and Marketing Plan ,[object Object],[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object],[object Object],Celebrate Your Uniqueness and Sense of Place
[object Object],[object Object],[object Object],[object Object],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
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Restaurants ,[object Object],[object Object],[object Object],[object Object],[object Object]
Theater, Arts and Entertainment ,[object Object],[object Object],[object Object],[object Object]
Retail - Gift, Collectable and Souvenir Shops ,[object Object],[object Object],[object Object],[object Object]
Retail - Antique Shops ,[object Object],[object Object],[object Object],[object Object],[object Object]
Retail - Recreation and Sporting Goods ,[object Object],[object Object],[object Object]
Retail - Apparel ,[object Object],[object Object],[object Object],[object Object],[object Object]
Retail - Home and Garden Stores ,[object Object],[object Object],[object Object],[object Object],[object Object]
Retail - Local Specialty Foods and Indulgences ,[object Object],[object Object],[object Object],[object Object]
Retail - Book Stores ,[object Object],[object Object],[object Object],[object Object],[object Object]
Retail - Coffee Shop/Bakeries that Serve as Gathering Places ,[object Object],[object Object],[object Object],[object Object],[object Object]
Retail - Hobby and Craft Shops ,[object Object],[object Object],[object Object],[object Object],[object Object]
Retail - Unique One-of-a-Kind Retail ,[object Object],[object Object],[object Object],[object Object]
Retail - Local Arts & Craft Shops and Galleries ,[object Object],[object Object],[object Object],[object Object],[object Object]
Retail - Variety Store ,[object Object],[object Object],[object Object],[object Object],[object Object]
Retail - Sustainable, Green and Fair Trade Businesses ,[object Object],[object Object],[object Object],[object Object],[object Object]
Other - Amusements and Family Fun ,[object Object],[object Object],[object Object],[object Object],[object Object]
Other - Health and Wellness ,[object Object],[object Object],[object Object],[object Object]
Part 4: Business Strategies to Capture Visitor Spending Based on interviews with 150 Retail Businesses in the Midwest
Retail Strategies: Knowing The Customer ,[object Object],[object Object],[object Object],[object Object]
Retail Strategies: Targeting The Visitor ,[object Object],[object Object],[object Object],[object Object],[object Object]
Retail Strategies:  Location ,[object Object],[object Object],[object Object],[object Object],[object Object]
Retail Strategies:  Store Appearance ,[object Object],[object Object],[object Object],[object Object],[object Object]
Retail Strategies:  Atmosphere ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Retail Strategies:  Experience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Retail Strategies:  Products ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Retail Strategies:  Pricing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Retail Strategies:  Inventory Management ,[object Object],[object Object],[object Object],[object Object]
Retail Strategies:  Convenience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Retail Strategies:  Hospitality ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Retail Strategies:  Stand Behind Your Products ,[object Object],[object Object],[object Object]
Retail Strategies:  Reaching the Visitor ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Retail Strategies:  Strengthen Ties with Your Community ,[object Object],[object Object],[object Object],[object Object]
Retail Strategies:  Encouraging Repeat Business ,[object Object],[object Object],[object Object]
For More Information ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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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
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  • 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
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  • 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
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  • 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
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  • 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
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  • 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/
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  • 45. Part 4: Business Strategies to Capture Visitor Spending Based on interviews with 150 Retail Businesses in the Midwest
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Editor's Notes

  1. Bill
  2. Bill
  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
  21. Bill
  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!
  24. Poll question 3 Bill
  25. Bill
  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.
  29. Bill
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  47. Laura In particular location relative o other tourist destination, other businesses, and near parking!
  48. Bill
  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!
  50. Bill
  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.
  52. Bill
  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.
  54. Bill
  55. Laura This really supports what we mentioned earlier about First impressions. A smile can go a long way!
  56. Bill
  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!
  58. Bill
  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!!
  60. Bill