great places tourism council presentation with quiz 2 10 10
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TRANSCRIPT
Making the Most of Our Great Places
Tourism as Economic Development in Crawford County Wisconsin and Beyond
presented byLaura Brown and Bill Ryan
University of Wisconsin-ExtensionPresented February 10, 2010
Crawford County Tourism Council
Agenda
1. Why Consider Tourism?2. Community Strategies to Develop Tourism3. Types of Businesses that Appeal to Visitors4. Business Strategies to Capture Visitor Spending
Is tourism recognized as an important economic development strategy in your community?
Ver
y im
portant
Som
ewhat
importa
nt
Not i
mporta
nt
33% 33%33%
Very important Somewhat important Not important
LOCALPdC Chamber of CommercePdC Downtown Revitalization (Main Street Program)PdC Tourism Council McGregor Marquette Chamber of CommerceGays Mills Economic Development CouncilFerryville Tourism and Promotions Council
COUNTY LEVEL Crawford and Vernon Tourism CouncilsUW Extension
MULTI 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
Economic Development is a Top Priority
Question 19: I would support the development of more of the following on public land
0% 20% 40% 60% 80% 100%
ATV trails
Snowmobile trails
Horseback riding trails
Cross-country ski trails
Bike routes and trails
Walking and hiking trails
Agree
Neutral
Disagree
Residents Support Tourism Related Activities
Residents Want to Preserve The Area’s Unique Assets
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
Tourism’s Impact on the Economy as a Whole
Understanding the Broader Economy
Tourism diversifies the economy and creates opportunities for small businesses…
http://worknet.wisconsin.gov/worknet
/
http://industry.travelwisconsin.com/
Research/Economic+Impact.aspx
Economic Benefits of Tourism
• 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.
Find out more about the economic impact of tourism in your county at the Wisconsin Department of Tourism
http://industry.travelwisconsin.com/en/Research/Economic+Impact.aspx
Are We Achieving Our Potential?
County by County Report on the Economic Impact of Expenditures by Travelers in Wisconsin 2007 Davidson Peterson Associates April 2008 http://industry.travelwisconsin.com
Are We Achieving Our Potential?
County by County Report on the Economic Impact of Expenditures by Travelers in Wisconsin 2007 Davidson Peterson Associates April 2008 http://industry.travelwisconsin.comUs Census Bureau Population Data
Part 2: 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 and 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
Does your community have a plan for tourism development?
Yes
, and w
e use
it
Yes
but w
e don’t
use it
In p
roce
ss No
25% 25%25%25% Yes, and we use it Yes but we don’t use
it In process No
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
What do you see as the most important improvements you can make in your community to promote tourism?
20% 20% 20%20%20% Community planning Encourage partnerships
Physical appearance Improve signage
Better advertise & promote Events and activities Work with businesses
Part 3: 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/
What percent of tourism expenditures in Wisconsin are spent on food and shopping?
27
perce
nt
37
perce
nt
47
perce
nt
57
perce
nt
25% 25%25%25%
27 percent 37 percent 47 percent 57 percent
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
31
Restaurants
Titletown Brewing Company, Green Bay, WI Attracts locals and tourists alike Variety of home brews and quality food/pricing Anchors the downtown area/easily identifiable landmark Provides variety of spaces, both inside and out to meet specific needs of
patrons both formal and informal.
Theater, Arts and Entertainment
Fergus Theatre, Fergus, MN Renovated 1921 theatre seats 400 Programming includes live theatre, independent and foreign films,
documentaries, live music, professional and local dance performances, visual art exhibitions, workshops and literary events, arts classes.
Renovated 1914 Kaddatz Hotel as mixed use building with theatre offices, apartments, and market retail space
Retail - Gift, Collectable and Souvenir Shops
Flemings Limited, Lake Geneva, WI Family owned and run since 1976 Carries authentic imported Irish products, including Galway Crystal, Ballcreek
China, licensed Guinness merchandise, books, authentic foods, and men’s and women’s clothing.
Anchor for a cluster of specialty shops in the Downtown
Retail - Antique Shops
Ideas N’ Designs, Mount Carroll, IL Upon entering this store, you are given a 'Welcome" by owner Linda Anderson,
alias the Mad Hatter. Store sells old car parts, toys, clocks, vintage and new clothing, books, coffee tea
and desserts drapes, chandeliers, cushions and designer fabrics The items are hand picked to fit into the many displays throughout the store, giving
the customer ideas of how to incorporate their finds into their collecting motif. Organizes downtown events including a series of “Cruise to Mount Carroll Cruise
Nights” that attract antique car enthusiasts.
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 - Apparel
Simply Elegant Boutique, Galena, IL Upscale cosmopolitan women’s apparel and accessory store Focus on personalized service, high quality products Custom wardrobe fitting, personal shopping sessions Hosts fundraising events for local women’s groups
Retail - Home and Garden Stores
Old Spud Warehouse, Gaylord, MI Located in renovated potato farmer’s cooperative built in 1900 Unique furniture, lighting, and home accents Products are purchased individually and mix is always changing Partnered with other businesses to produce 16-page promotional brochure for
downtown businesses
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 - Hobby and Craft Shops
Scrapbook Attic, Fremont, OH One-stop shop for scrapbook essentials Personal relationship with frequent customers Strong ties with local schools Presence of this business is fostering a revitalized image of downtown as a
place of community activity and cohesion
Retail - Unique One-of-a-Kind Retail
Hoffman’s Patterns of the Past, Princeton, IL Known throughout the world for extensive china selection Over 175,000 pieces Special store events coincide with local festivals
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.
Retail - Variety Store
Pick & Shovel Building Materials, Newport, VT Attends to daily needs of residents and visitors Sensitive to local preferences regarding inventory and pricing Makes downtown a must-stop Provides a friendly community gathering place (ice cream stand)
Retail - Sustainable, Green and Fair Trade Businesses
Just Food Co-op, Northfield, MN Emphasizes organic and locally produced foods. Cooperatively owned by 1,600 community members. Keeps dollars and business local. Changing the way people shop for groceries (browsing leisurely at a
community meeting place).
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
Other - Health and Wellness
Tangerine, Portage, WI Known for its selection of natural and organic foods, herbal supplements, and
natural body products. Appeals to health-minded shoppers by carrying a range of foods from Wild
Alaskan Salmon, Bison, and Free Range Black Angus to wheat-free and gluten-free choices.
Owner is a certified nutritionist, helping her customers maintain healthy diets free from chemicals and antibiotics.
Part 4: Business Strategies to Capture Visitor Spending
Based on interviews with 150 Retail Businesses in the Midwest
Think of the last business you visited in another community where you purchased something as a visitor. What was the most memorable thing about this business?
17% 17% 17%17%17%17% Location / convenience Store atmosphere or shopping
experience Selection or type of products Good price Convenient Customer service
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 Understand the differing interests within the traveling party
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
Retail Strategies: Location
Location, location, location Recognize benefit of traffic congestion Locate business near cluster of other tourist-oriented retailers Locate near tourist attractions Provide parking for buses
Retail Strategies: Store Appearance
Examine the first impressions visitors may have of your business. Understand curb appeal
Have a window show to grab the attention of pedestrians Reflect the architecture of the community in the building Use sidewalk displays Have good signage that is visible by being perpendicular to
the street
Retail Strategies: Atmosphere
Appeal to the senses of sight, smell and sound
Building interior décor should reflect area theme
Preserve historic downtown character
Design your store to accommodate the leisure traveler
Make shopping easy for parents Encourage both locals and visitors to
interact
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
Retail Strategies: Products
Offer unique products that are not offered by large retailers or other downtown merchants
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
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 – especially in today’s economy
Sell some affordable products in all stores
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
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 including selected
evening hours Provide clean restrooms Offer free gift-wrapping Offer rentals Provide repair services to visitors Offer delivery and shipping
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
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
Retail Strategies: Reaching the Visitor
Reach tourists via e-mail and social media 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 Word-of-mouth referrals Write press releases Offer catalog sales
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
To the extent possible, complement and not compete with other local businesses
Participate in downtown and community-wide promotions
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 Remind visitors to visit again and soon through web site
Which of the following communities have you
NEVER visited for leisure as an adult: 12% 12% 12% 12%12%12%12%12% Wauzeka
Ferryville Seneca Eastman Prairie du Chien Gays Mills Soldiers Grove DeSoto
For More Information
Bill RyanUniversity of Wisconsin-Extension
Center for Community & Economic DevelopmentPhone 608-263-4994 [email protected]
Laura BrownUniversity of Wisconsin - Extension
Community & Economic Development Educator, Crawford CountyPhone 608-326-0223