48
Making the Most of Our Great Places Tourism as Economic Development for the Village of Ferryville Presented by Laura Brown University of Wisconsin-Extension Community & Economic Development Educator June 28, 2010 Village of Ferryville Presentation developed with assistance from Bill Ryan, Center for Community & Economic Development

Great places ferryville presentation 6 28-10

Embed Size (px)

DESCRIPTION

 

Citation preview

Page 1: Great places ferryville presentation 6 28-10

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

Page 2: Great places ferryville presentation 6 28-10

Agenda

1. Why Consider Tourism?2. Business That Capture Visitor Spending3. Community Strategies to Develop Tourism4. First Impressions results and next steps for Ferryville

Page 3: Great places ferryville presentation 6 28-10

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

Page 4: Great places ferryville presentation 6 28-10

Many Successes: A Review of What’s Working

Page 5: Great places ferryville presentation 6 28-10

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.

Page 6: Great places ferryville presentation 6 28-10

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

Page 7: Great places ferryville presentation 6 28-10

Crawford County Comprehensive Plan

Page 8: Great places ferryville presentation 6 28-10

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.”

Page 9: Great places ferryville presentation 6 28-10

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

Page 10: Great places ferryville presentation 6 28-10

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

Page 11: Great places ferryville presentation 6 28-10

• 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

Page 12: Great places ferryville presentation 6 28-10

Wisconsin County Workforce Development Profile http://dwd.wisconsin.gov/oea/county_profiles/current.htm

Economic Impact of Tourism

Page 13: Great places ferryville presentation 6 28-10

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

Page 14: Great places ferryville presentation 6 28-10

Economic Impact of Tourism

Page 15: Great places ferryville presentation 6 28-10

Economic Impact of Tourism

Page 16: Great places ferryville presentation 6 28-10

Economic Impact of Tourism

Page 17: Great places ferryville presentation 6 28-10

Economic Impact of Tourism

Page 18: Great places ferryville presentation 6 28-10

Economic Impact of Tourism

Page 19: Great places ferryville presentation 6 28-10

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.

Page 20: Great places ferryville presentation 6 28-10

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/

Page 21: Great places ferryville presentation 6 28-10

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

Page 22: Great places ferryville presentation 6 28-10

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.

Page 23: Great places ferryville presentation 6 28-10

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

Page 24: Great places ferryville presentation 6 28-10

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)

Page 25: Great places ferryville presentation 6 28-10

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

Page 26: Great places ferryville presentation 6 28-10

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.

Page 27: Great places ferryville presentation 6 28-10

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

Page 28: Great places ferryville presentation 6 28-10

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.

Page 29: Great places ferryville presentation 6 28-10

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

Page 30: Great places ferryville presentation 6 28-10

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

Page 31: Great places ferryville presentation 6 28-10

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

Page 32: Great places ferryville presentation 6 28-10

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

Page 33: Great places ferryville presentation 6 28-10

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

Page 34: Great places ferryville presentation 6 28-10

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

Page 35: Great places ferryville presentation 6 28-10

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

Page 36: Great places ferryville presentation 6 28-10

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

Page 37: Great places ferryville presentation 6 28-10

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

Page 38: Great places ferryville presentation 6 28-10

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

Page 39: Great places ferryville presentation 6 28-10

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

Page 40: Great places ferryville presentation 6 28-10

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

Page 41: Great places ferryville presentation 6 28-10

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

Page 42: Great places ferryville presentation 6 28-10

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.

Page 43: Great places ferryville presentation 6 28-10

Part 4: First Impressions Visit Results

Visit to Alma, Wisconsin

Aimee Wickert, Kristy Fisher- Jeanne Rutter, Sherry Quamme, Deb Lomas, Laura Brown

Page 44: Great places ferryville presentation 6 28-10

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

Page 45: Great places ferryville presentation 6 28-10

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

Page 46: Great places ferryville presentation 6 28-10

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

Page 47: Great places ferryville presentation 6 28-10

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

Page 48: Great places ferryville presentation 6 28-10

For More Information

Laura BrownUniversity of Wisconsin - Extension

Community & Economic Development Educator, Crawford CountyPhone 608-326-0223

[email protected]