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Fostering Fostering Fostering Fostering Vibrant Small Vibrant Small Vibrant Small Vibrant Small –––– City Business Districts: City Business Districts: City Business Districts: City Business Districts:
The Tomahawk, Wisconsin ModelThe Tomahawk, Wisconsin ModelThe Tomahawk, Wisconsin ModelThe Tomahawk, Wisconsin Model
A Main Street JourneyA Main Street JourneyA Main Street JourneyA Main Street Journey
(With an Extension Educator along for the Ride)
Arthur.lersch@ces.uwex.edu
Phone: 715-539-1075
Art LerschArt LerschArt LerschArt Lersch
Associate Professor, Community Resource Development EducatorAssociate Professor, Community Resource Development EducatorAssociate Professor, Community Resource Development EducatorAssociate Professor, Community Resource Development Educator
University of Wisconsin Extension, Lincoln CountyUniversity of Wisconsin Extension, Lincoln CountyUniversity of Wisconsin Extension, Lincoln CountyUniversity of Wisconsin Extension, Lincoln County
OutlineOutlineOutlineOutline
• Where the heck is Tomahawk and why should I visit?
• Laying the groundwork
• What can we do? (education & coming to fruition)
• Challenges (They really are opportunities if you look closely)
• Successes (including revitalization strategies)
• Ongoing support (UW Extension)
• Lessons for small city Main Street programs
Tomahawk ProfileTomahawk ProfileTomahawk ProfileTomahawk Profile
• Established 1886
• Population (2010) = 3,335 (nearly 10% decline from 2000)
• Median Age = 44.8 (Wisconsin = 38.5; US Census, 2010)
• Median Household Income = $35,774 (Wisconsin = $52,738; ACS 2010-2014)
• Rural Resort Dwellers (40.9% of households; Source: ESRI Tapestry Segmentation Profile,
Tomahawk Market Analysis - 2010)
• Percentage of seasonal homes = 10% (Wisconsin = 7%; US Census 2010)
traveltomahawk.com
Historical ContextHistorical ContextHistorical ContextHistorical Context
Motor Vehicle & Parts
Dealers
$36,579,815
(42.2%)
Furniture/Home
Furnishings
$767,247
(.9%) Electronics/Appliances
$779,919
(.9%)
Building Materials, Garden
Equipment & Supplies
$3,452,116
(4%)
Food/Beverage Stores
$12,837,845
(14.8%)
Health & Personal Care
$1,114,880
(1.3%)
Gas Stations
$14,621,277
(16.9%)
Clothing/Clothing
Accessories
$203,945
(.2%)
Sporting Goods/Hobby,
etc.
$365,142
(.4%)
General Merchandise
$7,624,866
(9%)
Miscellaneous
$1,071,842
(1%)
Food Services & Drinking
Places
$7,248,579
(8%)
Retail Sales, Tomahawk, WI Area (2010)
Source = ESRI
Main Street DevelopmentMain Street DevelopmentMain Street DevelopmentMain Street Development
(Laying the Groundwork)(Laying the Groundwork)(Laying the Groundwork)(Laying the Groundwork)
–Business Retention and Expansion Study
–Shop Local Study
–Tomahawk Focus Group Study
–Chamber Promotions
–Education (options)
Level of commitment Level of commitment Level of commitment Level of commitment among respondents to planning collaborative among respondents to planning collaborative among respondents to planning collaborative among respondents to planning collaborative
initiatives? initiatives? initiatives? initiatives?
7%
18%
34%
27%
14%
1 2 3 4 5
Not Committed Somewhat Committed Extremely Committed
1 2 3 4 5
Giving a portion of Giving a portion of Giving a portion of Giving a portion of your time your time your time your time to help to help to help to help iiiimplement collaborative mplement collaborative mplement collaborative mplement collaborative
strategies? strategies? strategies? strategies?
10%
24%
32%
24%
10%
1 2 3 4 5
Not Committed Somewhat Committed Extremely Committed
1 2 3 4 5
Commitment to Commitment to Commitment to Commitment to devoting funds devoting funds devoting funds devoting funds to help implement to help implement to help implement to help implement ccccollaborative ollaborative ollaborative ollaborative
strategies? strategies? strategies? strategies?
21%
27%32%
14%
6%
1 2 3 4 5
Not Committed Somewhat Committed Extremely Committed
1 2 3 4 5
Shop Local StudyShop Local StudyShop Local StudyShop Local Study
Please estimate the amount of dollars
you spend in percentage terms in
Tomahawk retail stores.
Over half the respondents (52.8%) reported Over half the respondents (52.8%) reported Over half the respondents (52.8%) reported Over half the respondents (52.8%) reported
spending 10% or less of their shopping dollars in spending 10% or less of their shopping dollars in spending 10% or less of their shopping dollars in spending 10% or less of their shopping dollars in
Tomahawk stores. About 20% of respondents Tomahawk stores. About 20% of respondents Tomahawk stores. About 20% of respondents Tomahawk stores. About 20% of respondents
reported spending 56% or more of their shopping reported spending 56% or more of their shopping reported spending 56% or more of their shopping reported spending 56% or more of their shopping
dollars in Tomahawk stores. dollars in Tomahawk stores. dollars in Tomahawk stores. dollars in Tomahawk stores.
None
7.5%
Over 70%
2.8%
56% to 70%
18.0%
41% to 55%
5.7%
26% to 40%
8.5%
11% to 25%
11.3%
1% to 10%
45.3%
Tomahawk Focus Group StudyTomahawk Focus Group StudyTomahawk Focus Group StudyTomahawk Focus Group Study
What are the most positive features Tomahawk retail stores have What are the most positive features Tomahawk retail stores have What are the most positive features Tomahawk retail stores have What are the most positive features Tomahawk retail stores have
in common?in common?in common?in common?
o Customer serviceCustomer serviceCustomer serviceCustomer service
“Businesses are involved in the community. The owners live here “Businesses are involved in the community. The owners live here “Businesses are involved in the community. The owners live here “Businesses are involved in the community. The owners live here –––– if if if if
they don’t have something, they will suggest where I can get it in they don’t have something, they will suggest where I can get it in they don’t have something, they will suggest where I can get it in they don’t have something, they will suggest where I can get it in
town. They care more about me than my money.”town. They care more about me than my money.”town. They care more about me than my money.”town. They care more about me than my money.”
Tomahawk Leader advertisement
Evidence of Impact (Research)Evidence of Impact (Research)Evidence of Impact (Research)Evidence of Impact (Research)
“The result of this research and [subsequent discussions about it] was the
unveiling of our shop local campaign. And, it’s working. We’ve created
discussions and debates with our community, we’ve been working with
business owners on how to best compete in today’s changing retail
economy, and I have heard personal stories from many business owners …
who have had new people shopping in their stores based on [the]
campaign.” (Chamber director).
It is estimated that Tomahawk and immediate
surrounding areas lose between $6.5 and $8 million
in sales [annually] in additional revenue generated
by those sales from locals not shopping in the
area.* (*Source: Lincoln County
Economic Development
Corporation; IMPLAN Analysis
Conducted by Steve Deller
UW Madison & Extension)
http://www.pritchettcartoons.com/bulkmart.htm
EducationEducationEducationEducation
DiscussionDiscussionDiscussionDiscussion
What are some “best practices” that you know about What are some “best practices” that you know about What are some “best practices” that you know about What are some “best practices” that you know about
or have used that can help lay the foundation for or have used that can help lay the foundation for or have used that can help lay the foundation for or have used that can help lay the foundation for
bringing a Main Street or a BID into a small city (or bringing a Main Street or a BID into a small city (or bringing a Main Street or a BID into a small city (or bringing a Main Street or a BID into a small city (or
really any city)?really any city)?really any city)?really any city)?
Waiting PeriodWaiting PeriodWaiting PeriodWaiting Period
pinterest.com
Businessreviewusa.com
Relations with ChamberRelations with ChamberRelations with ChamberRelations with Chamber
Source: Tomahawk Chamber Website
DiscussionDiscussionDiscussionDiscussion
How do chambers and Main Street programs work together in How do chambers and Main Street programs work together in How do chambers and Main Street programs work together in How do chambers and Main Street programs work together in
your communities?your communities?your communities?your communities?
What are the most positive aspects of those relationships?What are the most positive aspects of those relationships?What are the most positive aspects of those relationships?What are the most positive aspects of those relationships?
What challenges if any have arisen within those relationships? What challenges if any have arisen within those relationships? What challenges if any have arisen within those relationships? What challenges if any have arisen within those relationships?
What has been done to mitigate those challenges?What has been done to mitigate those challenges?What has been done to mitigate those challenges?What has been done to mitigate those challenges?
“Tomahawk Main Street Inc. in
partnership with the business
community, civic organizations, local
government and residents, fosters the
economic and social viability of
Tomahawk by utilizing innovative
strategies that cultivate the downtown’s
unique heritage.”
Four directors in eight years, but…Source: Tomahawk Main Street Website
LeadershipLeadershipLeadershipLeadership
FundingFundingFundingFunding
• Tomahawk Assessment = $2.50/$1,000 of evaluation (Wisconsin
BID assessment average = $2.79; Directory of Contacts for
Wisconsin BIDs, 2015 – UWEX Local Government Center)
• City budget difficulties (0% state imposed levy cap; population
decline)
• Assessment last reviewed and increased in November 2011Source: TMS documentation/records.
drsunil.com
Downtown Tomahawk RevitalizationDowntown Tomahawk RevitalizationDowntown Tomahawk RevitalizationDowntown Tomahawk Revitalization
• Executive Director and Main Street Board members are active
business recruiters
• Economic Vitality Committee’s primary role is to advise/mentor
existing and would be business owners (populated with members who
have experience doing this/varied skills and talents)
• Lunch & Learns specifically geared toward helping existing business
owners in the BID area
• “Opportunity Knocks”
• “Win the Window”
• “Walkabout Downtowns”
• Partnering with the chamber
Funding (2015)Funding (2015)Funding (2015)Funding (2015)• One-third/one-third/one third (BID, events/donations, and city); total budget = $63,000 per year
• Much of the budget goes to pay what is now the full-time director (change to full time made late last
year for 2016)
• Total operating expenses were $38,000
• About $22,000 in BID revenue in 2015; total fundraising dollars through events and donations were
about the same
• City funding was $5,000 plus in-kind services
• Biggest fund raiser was the Main Street Memories Car show at nearly $14,000 (about $6,000 was
made after expenses)
Source: TMS documentation/records.
BusinessesBusinessesBusinessesBusinesses
• 118 businesses, organizations, agencies have contributed to Tomahawk
Main Street in one way or another. Many are in the BID, but some are
not
• There are approximately 226 business establishments in Tomahawk (U.S.
Economic Census 2012)
• 63 businesses in the BID
Source: Christine Vorpagel, Executive Director
Source: Tomahawk Main Street Website
Ongoing Support (Extension)Ongoing Support (Extension)Ongoing Support (Extension)Ongoing Support (Extension)• Market analysis information (in conjunction with UW Extension Center for
Community and Economic Development)
• Presentations to business owners (market analysis, business plan development)
• Organizational development advice
• Work plan development
• Chair: Executive Director search and screen committee
• Chair: Economic Vitality committee
Lessons for Small City Main StreetsLessons for Small City Main StreetsLessons for Small City Main StreetsLessons for Small City Main Streets� Volunteers Volunteers Volunteers Volunteers are more important than money. If you have volunteers, the money are more important than money. If you have volunteers, the money are more important than money. If you have volunteers, the money are more important than money. If you have volunteers, the money
will comewill comewill comewill come....
� Try to find an existing organization to be the champion (or long Try to find an existing organization to be the champion (or long Try to find an existing organization to be the champion (or long Try to find an existing organization to be the champion (or long –––– time business time business time business time business
owners who have great reputations).owners who have great reputations).owners who have great reputations).owners who have great reputations).
� It may be easier to initially find volunteers in a small city, but eventually it It may be easier to initially find volunteers in a small city, but eventually it It may be easier to initially find volunteers in a small city, but eventually it It may be easier to initially find volunteers in a small city, but eventually it
becomes harder to fill volunteer slots as burnout occurs. Bring in as many new becomes harder to fill volunteer slots as burnout occurs. Bring in as many new becomes harder to fill volunteer slots as burnout occurs. Bring in as many new becomes harder to fill volunteer slots as burnout occurs. Bring in as many new
business owners as possible.business owners as possible.business owners as possible.business owners as possible.
� Find ways to work with the Chamber (competing will be detrimental to all, Find ways to work with the Chamber (competing will be detrimental to all, Find ways to work with the Chamber (competing will be detrimental to all, Find ways to work with the Chamber (competing will be detrimental to all,
especially in a small city).especially in a small city).especially in a small city).especially in a small city).
Lessons for Small City Main Streets (2)Lessons for Small City Main Streets (2)Lessons for Small City Main Streets (2)Lessons for Small City Main Streets (2)
�Create initiatives that will benefit as many businesses in the city Create initiatives that will benefit as many businesses in the city Create initiatives that will benefit as many businesses in the city Create initiatives that will benefit as many businesses in the city
as possible, including ones not in the BID.as possible, including ones not in the BID.as possible, including ones not in the BID.as possible, including ones not in the BID.
�Continuously cultivate committee members and leaders.Continuously cultivate committee members and leaders.Continuously cultivate committee members and leaders.Continuously cultivate committee members and leaders.
�Outside partners/supporters such as universities, tech schools Outside partners/supporters such as universities, tech schools Outside partners/supporters such as universities, tech schools Outside partners/supporters such as universities, tech schools
(e.g. Nicolet College), economic development corporations, (e.g. Nicolet College), economic development corporations, (e.g. Nicolet College), economic development corporations, (e.g. Nicolet College), economic development corporations,
chambers, etc. are critical.chambers, etc. are critical.chambers, etc. are critical.chambers, etc. are critical.
http://www.preservationnation.org/main-street/about-main-street/main-street-america/the-movement.html#.Vt8-DWL2bIU
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