Coos County Survey Results and Recommendations

Coos County Survey Results and Recommendations

A presentation to the Coos County Marketing Steering Committee byKDPaine & Partners LLCApril 4, 2007

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Agenda

MethodologyResultsCompetitive analysis

BusinessTourism

RecommendationsNext steps

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Coos County Awareness/Perception Audit Methodology

Sent out 5,500 surveys to a random sampling of Coos County residents (340 undeliverable) Received 1,436 completed surveys

28% response rate Open-ended questions were categorized and

coded for quantitative analysis Verbatim comments available

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Who responded to our survey

53% male, 47% female69% are married 88% own their own home94% have a high school diploma, 50% have a degreeThree-quarters have lived in Coos County for 20+ years 77% are 45 or older50% make less than $40K a year

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What we learned

We’re better than we think we areWe don’t know what’s just outside our doorWe love our communities but not necessarily our

local governmentsWe feel safeCoos County is a good place to raise kids

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Berlin/Gorham/Lancaster generated the most response

Q11. In which of the following municipalities is your permanent residence?

1%

1%

1%

2%

2%

2%

3%

4%

4%

5%

5%

6%

11%

11%

40%

0% 10% 20% 30% 40% 50%

Stewartstown

Pittsburgh

Dummer

Shelburne

Stark

Carroll

Dalton

Colebrook

Jeffferson

Whitefield

Milan

Groveton

Lancaster

Gorham

Berlin

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Nearly half of all Coos County residents rated the community in which they live favorably

Q1. How would you rate the town/city in which you currently live?

11%

21%

23%

38%

8%

0% 10% 20% 30% 40%

Poor

Fair

Neutral

Good

Excellent

Five-point scale: 5=excellent, 1=poor

Mean score: 3.12

Berlin (2.50) and Groveton (2.51) residents rated their towns

significantly lower than did all other Coos County residents

“It’s an area where your house isn't locked and the pleasant attitude of the people and their desire to help when

you have problems.”

“My hometown is the place for me. I know my friends and they

know me.”

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Two-thirds of residents outside of Berlin and Groveton rated their community “good” or “excellent”


3.54

3.55

3.56

3.64

3.74

3.76

3.77

3.81

3.87

3.88

1 2 3 4 5

Stewartstown

Errol

Dummer

Dalton

Lancaster

Shelburne

Milan

Gorham

Pittsburg

Jefferson


N=56

N=15

N=149

N=62

N=21

N=140

N=44

N=16

N=11

N=13

“I’ve lived/been to many states; Maine, Minnesota, Florida, Texas and Illinois

and I’ve always come home.”

“I love living here. I grew up here, went away to college and traveled all over the world. I could never imagine

living anywhere else.”

“I’ve lived here all my life. I love the area because there is always

something to see or do!”

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Only about one-in-five residents in Berlin and Groveton rated their community “good” or “excellent”


2.50

2.51

3.14

3.15

3.37

3.43

3.48

0 1 2 3 4 5

Berlin

Groveton

Clarksville

Stark

Carroll

Colebrook

Whitefield


“It’s truly sad to have a town with so many opportunities turn to

prisons for growth!”N=64

N=46

N=27

N=26

N=7

N=75

N=525

“Having lived in two other areas in NH over 20 years, this area is lacking in

quality shopping, dining and entertainment. It is also much more

expensive to live here.”

“Economy, healthcare, school funding, employment opportunities and teen recreation are poor. Not

many job opportunities for people to advance in financially.”

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Residents feel that Coos County is a place for outdoor recreation and a place to bring up a family

Q2. How would you rate the town/city in which you currently live, on the following attributes?

1.88

2.05

2.47

2.64

3.78

4.05

0 1 2 3 4 5

A place of employment

A place of commerce

A place to have or establish abusiness

Local government

A place to bring up a family

A place for outdoor recreation


Coos County residents do not feel that their community is a place for

employment or commerce.

“Life is good here. We came back here from Florida to raise our family. I wish stores were closer but you get used to that. Safety is a huge issue.”

“This is a great place to live but I do believe we need to aggressively work on attracting industry to the area. The

loss of the mills and poor winter weather has been a blow to the area.”

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Coos County employment opportunities were rated very low on various attributes across all towns

Q3. How would you rate the town/city in which you currently live, on the following attributes?

1.77

1.87

1.94

1.95

2.03

0 1 2 3 4 5

Variety ofemploymentopportunities

Number ofemploymentopportunities

Compensation ofemploymentopportunities

Quality ofemploymentopportunities

Stability ofemploymentopportunities


“Need more jobs!”

“Unfortunately, due to low job opportunities, kids leave.”

“There’s nothing here for the young. My family all moved out of

town for work.”

“The quality of life is good if you are financially independent. Hard to

earn a decent living here.”

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Residents outside of Berlin rate the environment(lack of pollution) in Coos County favorably…..

Q4. How would you rate the town/city in which you currently live, on the following attributes (with regards

to raising a family)?

3.30

3.41

3.41

3.47

3.53

3.55

3.68

0 1 2 3 4 5

Local parks/playgrounds

Diversity of religion

Quality of primary education

Availability of recreational activities

Emergency services

Safety/crime

Environment


Berlin residents rated the environment (3.08) significantly

lower than all other Coos County residents.

“I live in Berlin and I feel Coos County offers a great peace of life and is really

God’s country. It’s a great place to raise families as well as to retire.”

“Great wildlife conservation. Visible stars at night. Low noise, clean air. Great

sleeping, no need of air conditioning. Good soil for gardening. Great fairs in

summer.”

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…..but don’t feel that there is much culture or availability or social activity in the county

Q4. How would you rate the town/city in which you currently live, on the following attributes (with regards

to raising a family)? (cont.)

2.30

2.45

2.66

2.77

2.91

2.96

2.97

3.08

0 1 2 3 4 5

Culture

Cost of living

Availability of social activities

Quality of post-secondary education

Availability of communication services

Childcare

Housing/real estate

Healthcare


“It is a very hard area to get a decent living. It is also a long way

to travel for special doctors.”

“Bring in some industry and culture in the area. We need to have our

youth feel that there are opportunities right in their own

backyards so they don’t continue to exit this county!

“We need un-interrupted cell phone service from Whitefield

north to the Canadian border and from Dalton east to Berlin. High

speed internet country wide, broadband, DSL and wireless.”

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Coos County residents rated all of the county’s outdoor activities favorably

Q5. How would you rate the town/city in which you currently live, on the following outdoor activities?

3.96

3.97

3.99

4.00

4.07

4.15

4.17

4.29

4.33

4.37

4.39

4.40

0 1 2 3 4 5

State/national parks

Boating

Camping

Biking/mountain biking

Picnicking

Canoeing/kayaking

Skiing

Fishing

Hunting

Hiking

Wildlife watching

ATV/snowmobiling


“I enjoy this area for its lack of malls. I don’t like to “shop.” I enjoy the outdoors. We have enjoyed the camping, hiking, swimming, cross country skiing, sledding. This area

best suits our interests.”

“Please help keep the wilderness as it is while allowing recreational use. X-C

skiing with dogs. ATV’s, snow machines and hiking trails make Coos

County what it is.”

“If you like peace and quiet great mountains and landscape and have sufficient money this is a good place

to live. If you like hunting, fishing, snow machining and skiing.”

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Coos County received mediocre grades from residents regarding the county’s business potential

Q6. How would you rate the town/city in which you currently live, regarding having or establishing a

business?

2.23

2.30

2.60

2.65

2.70

2.96

2.98

3.12

0 1 2 3 4 5

Economy

Transportation

Overhead costs

Location

Competition

Communityinfrastructure

Availability ofproperty

Quality of workforce


“Would like to see more bus services and taxi services (public transportation) we need more job

training opportunities.”

“More work needs to be done on improving infrastructure in better major routes. East, west as well as north, south. Also looking into

new technology business, not relying on forests only.”

“Many years ago it was a great place to live-economy was good-stores lined Main Street in Berlin-Now…

nothing! The entire area needs major upgrading!”

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Coos County received mediocre grades from residents as a place of commerce

Q7. How would you rate the town/city in which you currently live as a place of commerce?

2.16

2.66

2.68

2.76

2.83

3.08

0 1 2 3 4 5

Retail shopping

Local attractions

Availability of locallygrown agricultural

products

Restaurants

Lodging

Tourism


“It would be better if more business and tourist attractions came in. Instead of being place to attract

low-income families.”

“I’ve lived in Groveton since 1947 and have seen nothing in the past few years but businesses leaving. We have no real good restaurants and have to travel 10-miles to get a

McDonalds Hamburger.”

“There needs to be more hotels and restaurants in Berlin to

accommodate visitors and give them a reason to stay in town for other

activities besides outdoor action. We also need more variety for

shopping.”

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Local governments in Coos County rated below average with regard to taking action and use of funds

Q8. How would you rate the town/city in which you currently live, on its local government?

2.30

2.60

2.65

3.12

0 1 2 3 4 5

CommunityInteraction

Use of Funds

Taking action

Management


“[Coos County] Needs more jobs, more help for needy, government

money, grants and cheaper prices.”

“I want my family to grow up in clean environment but town government is out of control.

Stupid people are doing stupid things and no one is watching the

wallet.”

“Local government in Berlin is detached from what the people want.

We don’t want to live or be like the Southern Cities or States. We live

here and accept lower wage earnings so we can enjoy this area for what it

is: Friendly, clean, conservative, slow-paced and easy to live.”

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Low crime, small town are the advantages

Q20. What are the top advantages of living in Coos County?

8%

8%

9%

14%

17%

17%

18%

19%

23%

24%

44%

60%

0% 20% 40% 60% 80%

Quality education

Qualtity healthcare

Good, strong workforce

Quality of life

Variety of outdoor activities/recreation

Friendly people

Natural scenery/beautiful

Clean air, land, water/ low pollution

Accessiblity to other communities

Community pride

Remoteness /rural /small town

Low crime/safe

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Lack of jobs, taxes and shopping are the disadvantages

Q21. What are the top disadvantages of living in Coos County?

8%

9%

11%

13%

15%

15%

15%

17%

19%

34%

38%

49%

0% 10% 20% 30% 40% 50%

Cost of goods

Lack of modern communications

Influx of welfare recipients

Poor local transportation

Poor/expensive healthcare

Terrible roads

Poor limited education

Poor economy

Distance from larger cities

No shopping facilities

High taxes

Lack of jobs/poor paying jobs

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Outdoor activities are the attraction

Q22. What are the top features/events/activities in your immediate community that you feel attract visitors

and/or tourists?

8%

12%

13%

13%

16%

19%

26%

29%

30%

30%

33%

54%

0% 20% 40% 60%

Heritage Park / River Fire/Logger

Fall foliage

Bodies of water

Camping

ATV parks/trails

Moose/moose tours/festivals

Fishing

Hunting

Hiking

Skiing

White Mtns / wildlife scenery

Snowmobiling

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Coos County offers the best scenery and outdoor recreation on the planet

Q23. Coos County is/offers the best ______ on the planet?

2%

3%

3%

3%

3%

3%

5%

6%

6%

7%

20%

22%

0% 5% 10% 15% 20% 25%

Quiet/ peaceful

Foliage/ leaf peeping

Place to live

Snowmobiling/ four wheeling

Country living/ rural life

Place to raise a family

Wildlife

Quality of life/ way of life

Enviorment (air, water)

People / friends

Outdoor recreation

Views/ scenery/ mountains

How do we stack up against the competition?

We’re better ….

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Our strengths

Unparalleled mountains/viewsClose-knit communitySaferCleaner water 1

Cleaner air 1

Better balance between work and playMore airports

1: www.scorecard.org

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Our weaknesses

Highway accessRange of educational facilitiesLack of incubator space and furniture Communications/technologyDwindling employment poolPR/Marketing

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What do the country’s best cities for business have that we don’t?

Casper, Wyoming Lewiston-Auburn, ME BerlinCombined Tax Rate (Property, sales, income)

13.5% 14% 2.9%

Average house cost $127,300 $89,900 $70,500

Incentives Foreign trade zone Foreign Trade Zone Low interest loans, Job trainingTax breaks

Median age 36 39 41.5

Availability of affordable office space Moderate Moderate Abundant

Crime Low Growing Low

Highways 5 2 0

Free from natural disaster Floods Yes Yes

Quality of life Good Good Good

Average commute 15.8 18.8 15.4

Cost of living Medium High Low

Shopping High High Low

Communications (broadband, cell) High High Low

% High School diploma 89.1% 72.3% 72.6%

% College + 29.4% 16.6% 8.8%

Educational facilities 3 6 2

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The competitive landscape – tourism

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What do we have to offer for tourism experiences?

Extreme Family Women Historic Cultural Senior Outdoor Youth

MountaineeringWhite waterSearch & RescueHikingClimbingGeocachingIce climbingTuckermansSpelunkingHang GlidingSkydivingWakeboardingBiathlons – WildmanTriathlons

MooseSix Gun CitySanta’s VillageFlat Water PaddlingGeocachingHeritage Park ATVHikingAMCDalton GangCorn MazePhotographyAir show

QuiltingPhotographyGolfBikingHikingCanoeingKayakingGrand hotelsSpas

Heritage ParkRogers RangersCovered BridgePOW CampReenactments

St. KieransChapel ArtsFiddle ContestColebrook Church?

HikingQuiltingHistoric sitesBird Watching

Fly fishingHuntingATVSkiing

GeocachingSnowboardingATVExtreme sports

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How do we stack up against our neighbors?

Northeast Kingdom Moosehead, ME Coos County

Family Fairbanks Museum & PlanetariumBarton Historical Society?

Great Corn MazeBicycle trails (Top 100)

SailingHundreds of miles of snowmobile trails

Caledonia County Fair Old Stone House MuseumStars and Stripes Festival

Northeast Kingdom Fall Foliage FestivalGolf – 1 18-hold course 14 Private campgrounds

1 national forestCabot Creamery

Lake Cruises41 Camp Rental Companies

FishingSailing

Moose-Maineia canoe raceSeaplane Fly-in

Moosehead marine MuseumLake cruises on Katahdin

Golf- 1 9-hold course9 private campgrounds

41 private rental companies

MooseHeritage Park

HikingSanta’s VillageSix Gun CityGrand Hotels

ATVBird WatchingCorn MazesGrant Hotels

Lancaster FairPittsburg Moose Festival

Milan Old Homes Day5 18-hole courses

24 private campgrounds14 state parks

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Extreme Winter campingIce climbing

SkijoringPond Skimming

Whitewater raftingCamden National Moose on the Run

SkydivingIce climbingSpelunking

Hang glidingSnowboardingGeo-caching

BiathlonsTriathlonsStreet luge

Rapids

Skiing Jay PeakBurk Mountain (80 km Cross Country)

Burke (45 downhill trails)

No downhill8 Cross Country Ski Areas

WildcatBalsams

TuckermanAMC

Great GlenNansen (Milan)

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Snowmobile 28 Snowmobile clubs 1 Snowmobile club43 miles of trails

3 Sales/rental locations1 repair shop

Ricky craven Ride for Charity

15 Snowmobile ClubsHundreds of miles of trails

Jericho MountainSuccess Trail Perry Stream

North Country ATV ClubBayroot LLCNash StreamCohos TrailSnowdeo

Easter Seals Ride in ATV Annual Ride-in

Snowmobile friendly facilities

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Northeast Kingdom Moosehead, ME Coos CountyHistoric Fairbanks Museum & Planetarium

Barton Historical SocietyOld Stone House Museum

Moosehead Marine MuseumMoosehead Historical Society

15 places on the National Registry of Historic Places

Northern Heritage ParkReenactments

POW CampRogers Rangers

Gorham Historical Society

Cultural Parker House GallerySt. Johnsbury Athenaeum & Art

GalleryStephen Huneck’s Gallery

The Catamount Film and Arts Center

Forest Heritage Days St. KieransFiddlers Contest

Colebrook Church

Photography Sea plane fly-in Photo contest

Fall Foliage Tours (airports)

Hiking 6 trails no mountainsAppalachian Trail

4,000 foot clubAMC

The PresidentialsTuckerman's

Randolph Mountain ClubCOHOS Trail?

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How do we stack up against our neighbors?Northeast Kingdom Moosehead, ME Coos County

Watersports Lake MemphomagogLake Willoughbee

Sailing

41 Camp Rental CompaniesSailing

Ammonoosuc RiverAndroscoggin River i.e.

Connecticut lakesUmbagog lakes

Flat water and white water

Women Craft fairs CampsShopping

Steamship CruiseScenic drives

Craft FairsQuit Show

Christmas @ Moosehead

GolfGrand Hotels

QuiltingFlat water & White water

Fishing Lake MemphomagogLake Willoughbee

Total 35,575 acres of ponds 3840 miles of rivers

50 public boat launches

41 Camp Rental CompaniesLandlocked Salmon

75,000 acre lake600 lakes and ponds30 miles of streams

Ice fishingWhite water

Over 400 miles of riverConnecticut lakesUmbagog lakes

TroutIce fishing

Hunting Deer, bear, waterfowl, moose, grouse, wild turkey,

Deer, bear, waterfowl, grouse, Guided hunting trips

Biggest deer, Most bears

63% Moose success rate, highest # of bears, deerWild Turkeys

What do we need to do?

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Communications in the 21st century

The food-chain approach to communications The

Message

The Influentials

The Marketplace:Tourists

Businesses Young people

The MediaOnlineMSM

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BlogsWebsites

Key WordsCoos County

Coos County Communications in the 21st century

Biking?Hiking?History?

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How they’ll find us Finding key words

Key wordsRelated key words Search Engine OptimizationWord of mouth

Vertical blogs/websitesTravel/tourism blogs/websitesSpeeches/presentations/events

37

Business Recruitment Opportunities Strength

Weakness

High demand/growth area Low growth

Ex-pat Coos County Graduate Entrepreneurs

Ecotourism

Manufacturing

Women entrepreneurs

Distribution facilities

Extreme sports

Call centers/telemarketing

Bio-fuels/renewable energy

Distribution facilities

Transportation/Warehousing

Healthcare

Education/Training

Canadian entrepreneurs

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Tourism Opportunities Strength

Weakness

High demand/growth area Low growth

Whitewater Paddling

EcotourismHunting

Fly Fishing

Family/amusement

Extreme sports

History

Flatwater Paddling

Golf

Bicycling

DownhillSkiing

Geo-caching

Cross-countrySkiing

Hiking

Running/Road races

ATV

Soccer Tennis

Fishing

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Recommendations – Change the subjectBerlin needs to become the solution not the problem

Without Berlin, Coos County doesn’t have the buildings, workforce and infrastructure to attract business

Tell the world that we are not your father’s North CountryIt doesn’t smellYou can see the mountainsThe water is cleanThere’s more here than you think

Speak with one voiceCelebrate what Coos County is/has

The weatherThe woodsThe waterThe wildlifeThe people

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Recommendations – Frame the discussion We’re better – better than we were AND a better place to start a business

Coos, the county. Not the depressed North Country or The Great North WoodsSave gas, spend more time with your family: Play where you work, work where you

playNorthsourcing, not Outsourcing

We’re closer- Boston is less than a tank away from the best outdoor experience in New England. If you work in Berlin you can be on a ski slope 30 minutes after leaving work.

We’re balanced – we have mountains and rivers, towns and wilderness, airports and hiking trails, amusements parks and national parks, Republicans and the Coos County Democrat.

We’re grand – what other county can boast 3 Grand Resort Hotels?We’re extreme – worst weather on earth, toughest climbs – just try challenging OUR

PresidentsWe’re real: Real food, real people, real politics, real country – the real NHWe’re pure: Clean water, clean air, great views and smells good

Safe Great place to raise a family

We’re the futureSoon to be the state’s first energy self-sufficient county

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Next steps: Start a conversation

On-lineWeb sitesVisitNHChamber sitesNorthNH

FlickrBlogsSpecial interestGeneral interest

YouTube

MSMPublic RadioVerticals

BusinessSmall businessHome businessTravel/tourismLifestyle

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Low-hanging fruit IdeasGet High Schools involved in fixing the youth-flight problem

Congressional Prize for High School Innovation?Outreach to 2500 + High School graduates on Classmates that graduated

between 1965-1995- get them back for reunions, motivate them to return and start business

Sell excess housing in Berlin for $1 to anyone who commits to starting a bed & breakfast

Incentives to producers/sponsors of road races, bike races and other events that bring people up here to smell the air

Head of the Androscoggin race for kayaks, canoes and rowing shellsLeverage the airports for airshows, fly-ins, smoke-jumping training, flight

schoolsGo after Canadian entrepreneurs frustrated by red tapeStart incubator space in Fraser buildings that are vacantLeverage presidential candidates as “celebs” to engage youth Leverage media attention from primary to promote Coos County

How will we know we’re successful?

Measuring of success

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Activity measures

Web site trafficTo County siteTo VisitNH – North Country specific pages To Chamber web sitesTo Berlin and other locale specific sitesNHWorks

Phone calls to: Economic Development DirectorsChambersAVERNCICNHWorks

45

How we’ll know if we’ve changed the discussion

Messaging/framing in: Local mediaNational mediaTravel/tourism mediaBusiness media

How we’re discussed in social media

46

Outcome measures

# of new jobsIncrease/decrease in % of 18-24 age groupRoom & meals tax revenue% improvement in satisfaction scores

47

Questions that still need to be asked:

Why is the UNH Forestry School so far from the Forest? Why not “Survivor Coos County”?

48

Next steps:

1. Release findings2. Start three do-able projects3. Measure results4. Announce progress

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Thank You!

For more information email me at [email protected] go to http://www.measuresofsuccess.comOr call me at 1-603-682-0735

Documents

Coos County Survey Results and Recommendations