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Revitalizing Downtowns Webinar Series December 17, 2009 Laura Brown Community & Economic Development Educator Crawford County University of Wisconsin Extension Bill Ryan  Tourism Specialist, University of Wisconsin Extension Center for Community & Economic Development Tourism and Downtown Development
Today’s Presentation I.  Why Consider Tourism? II. Community Strategies III. Types of Businesses that Appeal  to Visitors
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 II. Why Consider Tourism? Understanding the Broader Economy   Tourism plays an important role in economic development; improving the economy and well being of residents
II. Why Consider Tourism? …one piece of the economic pie.. Tourism development is one of many aspects of the your economy.  Examples of other economic factors that affect community welfare include workforce development, business retention, entrepreneurship, downtown development, infrastructure and transportation, leadership development, education and housing.  Images:http://www.tourismvancouver.com/about_us/volunteer_overview  http://www.cesa3.k12.wi.us/it/iTASC.cfm   http://www.driftlessmarket.com/
II. Why Consider Tourism? Understanding the Broader Economy  Tourism diversifies the economy and creates opportunities for small businesses…
II. Why Consider Tourism? Understanding the Broader Economy  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. Find out more about the economic impact if tourism in your county at  Wisconsin Department of Tourism http://industry.travelwisconsin.com/en/Research/Economic+Impact.aspx
Small tourism communities are often served by twice as many retail stores as other similar sized towns Tourism communities typically offer a rich mix of retail Tourism communities tend to have more eating places, gift shops, apparel stores, sporting goods shops, and boat/RV/snowmobile dealers II. Why Consider Tourism? Measuring Economic Impact
II. Why Consider Tourism? Measuring Economic Impact Source:  Travel Industry of America Association (TIA) 2000
III.  Best Practices for Businesses and Communities Community Strategies  Adapted From  Your Town: A Destination The 25 immutable Rules of Tourism Development  by Roger Brooks and Maury Forman Businesses that Capture Visitor Spending TOURISM AND RETAIL DEVELOPMENT STUDY: Attracting Tourists To Local Businesses  Recognize the importance of tourism to retail development  Analyze your tourism market Describe successful community strategies for capturing tourism dollars Describe business strategies that could be used by individual retail stores
Create and Use a Tourism Development and Marketing Plan Work in Partnership Recognize First Impressions & the Physical Aspects of Your Community Celebrate Your Uniqueness & 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  Community Strategies
Community Strategies   Tourism Development Manual  Minnesota Department of Tourism Create and Use a Tourism Development and Marketing Plan University of Minnesota Tourism Development manual 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 Community Strategies   Experiencing Agriculture Farm Trails of Southwestern Wisconsin
Recognize First Impressions & the 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. Community Strategies   First Impressions Program First trialed in Fennimore, Wisconsin Read more about this program: http://www.uwex.edu/ces/cced/communities/firstimpressions/
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. Community Strategies  Community Hospitality Training Monroe County, Wisconsin Read more about this program: http://www.uwex.edu/ces/cced/economies/tourism/documents/TourismTopicHospitalityTraining031309.pdf
Community Strategies   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 Community Strategies   Sharing The Great Outdoors with Bicyclists, Canoeists, and Rafters Lanesboro, Minnesota
Community Strategies   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.
Entrepreneurial creativity and public-private cooperation should be encouraged to help create a community identity (through design facilities, signs and services to fit the community’s character benefit from greater attracting power 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 Community Strategies   Celebrating Heritage with Visitors Germantown and New Glarus, Wisconsin
Create Experiences that will make Your Community A True Destination   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 identify 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.  Community Strategies   Community Placemaking Through the Arts Spring Green, Wisconsin
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.   Community Strategies   Victorian Breakfast at Villa Louis  Prairie Du Chien, Wisconsin
Community Strategies   Enticing Anglers and Outdoor Enthusiasts,  Boulder Junction, Wisconsin Retailers can capitalize on and preserve the unique recreational drawing power and image of their community As tourism varies by season, local retailers need to modify their products and services What we can learn from Boulder Junction:
Visitor profile Identifying retail opportunities based on attractions inventory and visitor profile Best Practices for Businesses and Communities Businesses that Capture Visitor Spending
Businesses that Capture Visitor Spending   Visitor Profile Geographic Market Segmentation License Plate Surveys Visitor Sign-in Books Personal Checks Zip code tracking Customer Addresses
Businesses that Capture Visitor Spending   Visitor Profile Demographics Travel Party Trip Purpose Age Gender Marital Status No. of Children Education Income Occupation Cultural Disability/Health
Businesses that Capture Visitor Spending   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
Businesses that Capture Visitor Spending   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.
Businesses that Capture Visitor Spending   Retail Strategies:  Location Location, location, location Benefit from traffic congestion Locate business near other tourist-oriented retailers Locate near tourist attractions Provide parking for buses
Businesses that Capture Visitor Spending   Retail Strategies:  Store Appearance Examine the first impressions visitors may have of your business Have a window show to grab the attention of pedestrians Reflect the architecture of the community in the building Use sidewalk displays
Businesses that Capture Visitor Spending   Retail Strategies:  Atmosphere Appeal to the senses of sight, smell and sound Building interior décor should reflect area theme Design your store to accommodate the leisure traveler Make shopping easy for parents
Businesses that Capture Visitor Spending   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
Businesses that Capture Visitor Spending   Retail Strategies:  Products 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
Businesses that Capture Visitor Spending   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 Sell some affordable products in all stores
Businesses that Capture Visitor Spending   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
Businesses that Capture Visitor Spending   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 Provide clean restrooms Offer free gift-wrapping Offer rentals Provide repair services to visitors Offer delivery and shipping
Businesses that Capture Visitor Spending   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
Businesses that Capture Visitor Spending   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
Businesses that Capture Visitor Spending   Retail Strategies:  Reaching the Visitor 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 Reach tourists via e-mail Word-of-mouth referrals Write press releases Offer catalog sales
Businesses that Capture Visitor Spending   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 Participate in community-wide promotions
Businesses that Capture Visitor Spending   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
TOURISM AND RETAIL DEVELOPMENT  Attracting Tourists To Local Businesses The  publication “Tourism & Retail Development: Attracting Tourists to Local Businesses (#G3713)” is available through University of Wisconsin Extension Publications, 1-877-947-7827 For additional information or help putting this information to work in your community, contact: University of  Wisconsin-Extension Center for Community Economic Development 610 Langdon Street, Lowell Hall-3rd Floor Madison, Wisconsin 53703-1104 Phone  608-265-8136  Web address - www.uwex.edu/ces/cced/
How does tourism fit in into our economic future? Which of these strategies would work best here? What are some other examples of tourism that would be a good fit for our community? What makes this a good example? Are there examples of tourism development that wouldn’t be a good fit for our community? IV. Discussion & Questions
Thank you! Laura Brown Community & Economic Development Educator Crawford County  University of Wisconsin Extension [email_address] Bill Ryan Tourism Specialist,  University of Wisconsin Extension  Center for Community & Economic Development [email_address]

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Great places webinar presentation 12 17-09

  • 1. Revitalizing Downtowns Webinar Series December 17, 2009 Laura Brown Community & Economic Development Educator Crawford County University of Wisconsin Extension Bill Ryan Tourism Specialist, University of Wisconsin Extension Center for Community & Economic Development Tourism and Downtown Development
  • 2. Today’s Presentation I. Why Consider Tourism? II. Community Strategies III. Types of Businesses that Appeal to Visitors
  • 3. 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 II. Why Consider Tourism? Understanding the Broader Economy Tourism plays an important role in economic development; improving the economy and well being of residents
  • 4. II. Why Consider Tourism? …one piece of the economic pie.. Tourism development is one of many aspects of the your economy. Examples of other economic factors that affect community welfare include workforce development, business retention, entrepreneurship, downtown development, infrastructure and transportation, leadership development, education and housing. Images:http://www.tourismvancouver.com/about_us/volunteer_overview http://www.cesa3.k12.wi.us/it/iTASC.cfm http://www.driftlessmarket.com/
  • 5. II. Why Consider Tourism? Understanding the Broader Economy Tourism diversifies the economy and creates opportunities for small businesses…
  • 6. II. Why Consider Tourism? Understanding the Broader Economy 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. Find out more about the economic impact if tourism in your county at Wisconsin Department of Tourism http://industry.travelwisconsin.com/en/Research/Economic+Impact.aspx
  • 7. Small tourism communities are often served by twice as many retail stores as other similar sized towns Tourism communities typically offer a rich mix of retail Tourism communities tend to have more eating places, gift shops, apparel stores, sporting goods shops, and boat/RV/snowmobile dealers II. Why Consider Tourism? Measuring Economic Impact
  • 8. II. Why Consider Tourism? Measuring Economic Impact Source: Travel Industry of America Association (TIA) 2000
  • 9. III. Best Practices for Businesses and Communities Community Strategies Adapted From Your Town: A Destination The 25 immutable Rules of Tourism Development by Roger Brooks and Maury Forman Businesses that Capture Visitor Spending TOURISM AND RETAIL DEVELOPMENT STUDY: Attracting Tourists To Local Businesses Recognize the importance of tourism to retail development Analyze your tourism market Describe successful community strategies for capturing tourism dollars Describe business strategies that could be used by individual retail stores
  • 10. Create and Use a Tourism Development and Marketing Plan Work in Partnership Recognize First Impressions & the Physical Aspects of Your Community Celebrate Your Uniqueness & 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 Community Strategies
  • 11. Community Strategies Tourism Development Manual Minnesota Department of Tourism Create and Use a Tourism Development and Marketing Plan University of Minnesota Tourism Development manual http://www.tourism.umn.edu/ Planning: Why and How Building Community Support Organizing for Tourism Development
  • 12. 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 Community Strategies Experiencing Agriculture Farm Trails of Southwestern Wisconsin
  • 13. Recognize First Impressions & the 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. Community Strategies First Impressions Program First trialed in Fennimore, Wisconsin Read more about this program: http://www.uwex.edu/ces/cced/communities/firstimpressions/
  • 14. 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. Community Strategies Community Hospitality Training Monroe County, Wisconsin Read more about this program: http://www.uwex.edu/ces/cced/economies/tourism/documents/TourismTopicHospitalityTraining031309.pdf
  • 15. Community Strategies 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
  • 16. 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 Community Strategies Sharing The Great Outdoors with Bicyclists, Canoeists, and Rafters Lanesboro, Minnesota
  • 17. Community Strategies 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.
  • 18. Entrepreneurial creativity and public-private cooperation should be encouraged to help create a community identity (through design facilities, signs and services to fit the community’s character benefit from greater attracting power 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 Community Strategies Celebrating Heritage with Visitors Germantown and New Glarus, Wisconsin
  • 19. Create Experiences that will make Your Community A True Destination 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 identify 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. Community Strategies Community Placemaking Through the Arts Spring Green, Wisconsin
  • 20. 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. Community Strategies Victorian Breakfast at Villa Louis Prairie Du Chien, Wisconsin
  • 21. Community Strategies Enticing Anglers and Outdoor Enthusiasts, Boulder Junction, Wisconsin Retailers can capitalize on and preserve the unique recreational drawing power and image of their community As tourism varies by season, local retailers need to modify their products and services What we can learn from Boulder Junction:
  • 22. Visitor profile Identifying retail opportunities based on attractions inventory and visitor profile Best Practices for Businesses and Communities Businesses that Capture Visitor Spending
  • 23. Businesses that Capture Visitor Spending Visitor Profile Geographic Market Segmentation License Plate Surveys Visitor Sign-in Books Personal Checks Zip code tracking Customer Addresses
  • 24. Businesses that Capture Visitor Spending Visitor Profile Demographics Travel Party Trip Purpose Age Gender Marital Status No. of Children Education Income Occupation Cultural Disability/Health
  • 25. Businesses that Capture Visitor Spending 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
  • 26. Businesses that Capture Visitor Spending 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.
  • 27. Businesses that Capture Visitor Spending Retail Strategies: Location Location, location, location Benefit from traffic congestion Locate business near other tourist-oriented retailers Locate near tourist attractions Provide parking for buses
  • 28. Businesses that Capture Visitor Spending Retail Strategies: Store Appearance Examine the first impressions visitors may have of your business Have a window show to grab the attention of pedestrians Reflect the architecture of the community in the building Use sidewalk displays
  • 29. Businesses that Capture Visitor Spending Retail Strategies: Atmosphere Appeal to the senses of sight, smell and sound Building interior décor should reflect area theme Design your store to accommodate the leisure traveler Make shopping easy for parents
  • 30. Businesses that Capture Visitor Spending 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
  • 31. Businesses that Capture Visitor Spending Retail Strategies: Products 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
  • 32. Businesses that Capture Visitor Spending 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 Sell some affordable products in all stores
  • 33. Businesses that Capture Visitor Spending 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
  • 34. Businesses that Capture Visitor Spending 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 Provide clean restrooms Offer free gift-wrapping Offer rentals Provide repair services to visitors Offer delivery and shipping
  • 35. Businesses that Capture Visitor Spending 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
  • 36. Businesses that Capture Visitor Spending 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
  • 37. Businesses that Capture Visitor Spending Retail Strategies: Reaching the Visitor 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 Reach tourists via e-mail Word-of-mouth referrals Write press releases Offer catalog sales
  • 38. Businesses that Capture Visitor Spending 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 Participate in community-wide promotions
  • 39. Businesses that Capture Visitor Spending 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
  • 40. TOURISM AND RETAIL DEVELOPMENT Attracting Tourists To Local Businesses The publication “Tourism & Retail Development: Attracting Tourists to Local Businesses (#G3713)” is available through University of Wisconsin Extension Publications, 1-877-947-7827 For additional information or help putting this information to work in your community, contact: University of Wisconsin-Extension Center for Community Economic Development 610 Langdon Street, Lowell Hall-3rd Floor Madison, Wisconsin 53703-1104 Phone 608-265-8136 Web address - www.uwex.edu/ces/cced/
  • 41. How does tourism fit in into our economic future? Which of these strategies would work best here? What are some other examples of tourism that would be a good fit for our community? What makes this a good example? Are there examples of tourism development that wouldn’t be a good fit for our community? IV. Discussion & Questions
  • 42. Thank you! Laura Brown Community & Economic Development Educator Crawford County University of Wisconsin Extension [email_address] Bill Ryan Tourism Specialist, University of Wisconsin Extension Center for Community & Economic Development [email_address]