Upload
lauraebrown
View
752
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
Making the Most of Our Great Places
Tourism as Economic Development for the Village of Ferryville
Presented byLaura Brown University of Wisconsin-ExtensionCommunity & Economic Development Educator
June 28, 2010Village of Ferryville
Presentation developed with assistance from Bill Ryan, Center for Community & Economic Development
Agenda
1. Why Consider Tourism?2. Business That Capture Visitor Spending3. Community Strategies to Develop Tourism4. First Impressions results and next steps for Ferryville
LOCALPdC Chamber of CommercePdC Downtown Revitalization (Main Street Program)PdC Tourism Council McGregor Marquette Chamber of CommerceGays Mills Economic Development CouncilFerryville Vision and Promotions BoardFerryville Tourism Council
COUNTY LEVEL Crawford and Vernon Tourism CouncilsUW ExtensionMULTI COUNTY, STATE, MULTISTATEKickapoo Valley AssociationHidden valleysPorts of DiscoveryWI Dept of Tourism7-Rivers Region Economic Partnership Riverlands Economic Advantage Partnership
Part 1. Why Consider Tourism?
Broad Support Locally and Regionally for Tourism Development
Many Successes: A Review of What’s Working
Crawford County Tourism Assessment
1) Tourism Resource Inventory- Assets, barriers, opportunities, & resources
2) Issues and Opportunities – Learn about key issues & needs of existing tourism groups
3) Goals and Objectives Prioritize key issues & opportunities, identify gaps & overlaps.
Crawford County Tourism Assessment
Goals Identified
Immediate Planning for the Welcome Center Tourism education to the public and local officials Development of a rack card with all of the organizations information and web
links Coordinate on annual events each November 6-12 months: Track visitors Facilitate Tourism Coordination among existing groups Improve public transportation?? TRANSPORT LINKAGES?2-5 years Continue to address physical barriers to tourism Create a cohesive county-wide marketing and target marketing strategy
Crawford County Comprehensive Plan
Economic Development
“The process of retaining, expanding, and attracting jobs, income and wealth in a
manner that improves individual economic opportunities and the quality of human life.”
Building Community Capacity Attracting new basic employers Improving efficiency of existing firms Encouraging Entrepreneurship Capturing Outside Dollars Re-acquiring dollars taxed away by
broader units of government Getting Lucky
Key Strategies for Community Economic Development
If people come, where will they spend money? How will they get here? Will tourists consider buying a home here? How will this impact our communities?
Entrepreneurship Business retention Workforce development Transportation Leadership development Downtown development
Tourism plays an important role in economic development; improving the economy and well being of residents
Economic Impact of Tourism
• Tourism diversifies the economy and creates opportunities for small businesses.
• Brings in dollars from outside of the community.
• Larger and more diverse mix of retail.
• Provides new entrepreneurial opportunities for residents.
• Brings customers with comparatively high disposable incomes.
• Increases tax revenues.
• Enhances the visibility of the community, increasing its attractiveness as a place to visit, work, or call home.
Economic Impact of Tourism
Wisconsin County Workforce Development Profile http://dwd.wisconsin.gov/oea/county_profiles/current.htm
Economic Impact of Tourism
Main employers in wholesale retail & manufacturing
Slow county population growth (62nd of 72 Wisconsin counties )
High median age of 38.9 years- one of the highest in the state
County per capita income of $26,415 is 73% of state avg and 68% national avg
Fewer residents with higher degrees staying in the region
Wisconsin County Workforce Development Profile http://dwd.wisconsin.gov/oea/county_profiles/current.htm
The state of Crawford County’s economy
Economic Impact of Tourism
Economic Impact of Tourism
Economic Impact of Tourism
Economic Impact of Tourism
Economic Impact of Tourism
Economic Impact of Tourism
Part 2: Types of Businesses that Appeal to Visitors
The following business types were prepared in consultation with Patrick Reinsma, Wisconsin Department of Tourism , Josh Clements, University of Wisconsin – Extension Walworth County , and David Milder, DANTH, Inc.
Innovative Downtown Business Clearinghouse
Based in part on the Innovative Downtown Business clearinghouse, a resource that presents unique business ideas that are bringing people back downtown
http://www.uwex.edu/ces/cced/downtowns/innovative/
Restaurants
Popeye’s, Lake Geneva, WI Family owned and operated since 1972 Located on Lake Geneva with large outdoor patio, 600 total seating Greek ethnic restaurant; annual German and Italian festivals Hosts charity events, especially in slow tourist seasons Regionally famous authentic outdoor chicken rotisserie
21
Retail - Recreation and Sporting Goods
Earth Rider Bike Shop and Hotel Combination bike shop and B&B, Packages bicycling experiences for visitors. Organizes bike tours of the back
roads and trails of Green County, Wisconsin and nearby communities. Tours are designed for various cycling skill levels and have various theme such as farm tours and history tours.
Retail - Local Specialty Foods and Indulgences
Galena Canning Company, Galena IL Produces over 350 old fashioned canned and sauce items Purchased and renovated 1942 hotel in 2006, noted a 400% increase in sales Added a small bakery and coffee shop, which is a vibrant draw throughout the
entire day
Retail - Book Stores
Autumn Leaves Used Books, Ithaca, NY A unique selection of hard-to-find books and records Serves as a gathering place with coffee shop in store Attraction for visitors to the area Ithaca HOURS program participant (local currency keeps business local)
Retail - Coffee Shop/Bakeries that Serve as Gathering Places
Red Mug Coffeehouse, Superior, WI Organic and Fair-trade drink and food Local meeting and leisure place Promotes social activism in their community Cooperation with other businesses in the arts community
Retail - Local Arts & Craft Shops and Galleries
Wind, Water & Light, Champaign, IL Features 180 local and national artists in a variety of mediums. Educates the shopper about the art, the process and the artist. Appeals to a wide range of economic backgrounds. Complements other existing market niches in downtown.
Other - Amusements and Family Fun
Wooden You Know Toys, Maplewood, NJ Doesn’t carry mass-merchandised toys, instead they focus on educational and
constructive merchandise Emphasis on high safety standards, renewable resources and fair-trade
practices Serves the local Maplewood community Part of a Special Improvement District, which is designed to create synergy and
revitalize a business district
Part 2: 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.
Part 3: Community Strategies to Develop Tourism
Best Practices from Two Sources:
Adapted From Your Town: A Destination The 25 Immutable Rules of Tourism Development by
Roger Brooks and Maury Forman
Tourism and Retail Development: Attracting Tourists to Local Businesses by Bill Ryan, Jim
Bloms, Jim Hovland, and David Scheler
Five Broad Community Strategies
Create & Use a Tourism Development & Marketing Plan Work in Partnership Recognize First Impressions and the Physical Aspects of
Your Community Celebrate Your Uniqueness and Sense of Place Create Activities and Experiences that Will Make Your
Community a Real Destination
-Adapted from Your Town: The 25 Immutable Rules of Successful Tourism Development by Roger Brooks and Maury Forman
Create and Use a Tourism Development and Marketing Plan
http://www.tourism.umn.edu/
• Planning: Why and How • Building Community Support• Organizing for Tourism Development
Resource:Tourism Development Manual University of Minnesota -Extension
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 ProgramFirst 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
Celebrate Your Uniqueness and Sense of Place
Example: Sharing History with Travelers , Galena, Illinois
What we can learn from Galena: Business leaders should work together
to celebrate the character, culture and history of the town.
The business mix in a town should provide a critical mass of retail products and services that are of particular interest to its visitors
Local retailers should work cooperatively with local lodging establishments and others in the tourism industry
What we can learn from Lanesboro: Capitalizing on tourism does not
necessarily mean a loss of community character or identity
Even traditional retail businesses like hardware stores can find numerous opportunities to expand their product lines to sell to tourists
Businesses should expand their products around the activities and interests of visitors to the area
Example: Sharing The Great Outdoors with Bicyclists, Canoeists, and Rafters Lanesboro, Minnesota
Celebrate Your Uniqueness and Sense of Place
Example: Cheese Lovers in Paradise, Green County, Wisconsin
Smile, and say cheese! You're in southwestern Wisconsin's Green County - famous for Swiss heritage and ethnic cuisine, colorful festivals, and tasty local brews perfectly paired with award-winning cheese.Read more at http://greencounty.org/
Celebrate Your Uniqueness and Sense of Place
Entrepreneurial creativity and public-private cooperation should be encouraged to help create a community identity
Visitors increasingly view shopping as a travel experience
Local retailers should look for opportunities to serve both tourists and residents
Small town business districts should capitalize on their unique heritage, charm and hospitality
Community retailers should work together to create an unified theme for shoppers
Businesses should work together to promote each other and keep the shopper in town longer
Example: Celebrating Heritage with Visitors, Germantown and New Glarus, Wisconsin
Celebrate Your Uniqueness and Sense of Place
Tourism is more than marketing: it is directly related to good community planning and placemaking. This means considering things like land development patterns, circulation patterns, preserving natural and cultural resources, enhancing the local identity, and sense of place, and creating areas that are instinctively attractive.
Remember the “Four Times Rule” Tourists need things to do for FOUR times as long as it takes to travel.
Example - Community Placemaking Through the Arts:Spring Green, Wisconsin
Create Activities and Experiences that Will Make Your Community a Real Destination
Images:http://housemouse.net/hkitch7.htmPrinciples 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 4: First Impressions Visit Results
All too often people and organizations say - and may honestly believe - that they want to improve. But they go about it the wrong way. Too much self-evaluation and too little outside
evaluation may mask real problems and opportunities.
• Way of determining what visitors think of your community• Volunteers from two similar communities agree exchange unannounced
visits and report on findings. • Participants became "secret shoppers" for the day to discover what they
can about their sister city. • Members follow procedures and reporting guidelines in a fully developed
manual, copied for each participant. • The final report provides an outsiders perspective of your community as
it might be perceived by a prospective business, potential resident, or tourist.
Part 4: First Impressions Visit Results
Visit to Alma, Wisconsin
Aimee Wickert, Kristy Fisher- Jeanne Rutter, Sherry Quamme, Deb Lomas, Laura Brown
Part 4: First Impressions Visit Results
Five Best Things About Alma
1. LOCATIONScenery, river, marina/beach, lots of tourist recreation 2. FRIENDLY PEOPLE AND ARTS COMMUNITY Strong arts community, great customer service 3. DIVERSE BUSINESS MIX coffee shop-bakery, choice of restaurants, Shopping, strong link between downtown and river, good mix of services and tourism 4. BENEFITS OF A SMALL TOWN Clean, small yet busy, planned streetscape, Village Hall, Fire & EMS combined, affordable 5. GOOD TOURISM PROMOTION signage, Buena Vista Park-Wings Over Alma
Alma’s Most Outstanding Features:
“Get past the power plant then see the lovely old brick buildings, mix of art galleries. I really get excited by the coffee shop – then the rest of the village- The friendly people.”
What have you learned here that has changed your impression of your own community?
• Develop historical society• Clean up the village, add flowers, pocket parks etc.• Find ways to better use and capitalize on the river • engage our tourism businesses • Find our history / heritage and preserve it. • Find ways to work together
Part 4: First Impressions Visit Results
List five positive things the Alma team observed about Ferryville
• The view- lookout and viewing deck• Park and community spaces• Beautiful location• Turn a rounds• Nicely maintained lodging options
• Emphasis on speed limit with radar
• Some of the old buildings• Recycling boxes – curb side –
and garbage collection• Bluff top development• Welcome sign• Park and boat ramp• Attentiveness to visitors• Boat launch• Highway access• Slow pace
What is the most outstanding feature of this Ferryville? • The setting – view • The observation platform in the center of town
Was Your perception prior to the visit accurate? In what ways was the community different from what you expected? • Thought of it as a sleepy river town. • Thought there would be a morning coffee shop
Part 4: First Impressions Visit Results
What are three potential opportunities available to Ferryville?• Catching tourists between La Crosse and Prairie du Chein • Expanding tourism • Connecting with other river communities and coordinating efforts • Hunting and fishing crowds
What are the biggest obstacles/challenges facing Ferryville?• Small population• Economics & raising funds to meet needs of caring for
infrastructure• Increasing number of restaurant and retail businesses• Drive through community- between destinations for travelers• Lack of developable space• Lack of access to goods and services • Lack of access to educational/government facilities• Creating job opportunities• No weekday activities• No community center
For More Information
Laura BrownUniversity of Wisconsin - Extension
Community & Economic Development Educator, Crawford CountyPhone 608-326-0223