Market Analysis - Kewaunee County

2007
City of Kewaunee
Market Analysis
University of Wisconsin, U.S. Department of Agriculture and Wisconsin counties
cooperating. UW-Extension provides equal opportunities in employment and
programming including Title IX and ADA.
2007 City of Kewaunee
Market Analysis
Prepared for the City of Kewaunee Tourism Committee
February, 2008
by Claire Thompson, Community Development Educator
University of Wisconsin-Extension
Cooperative Extension, Kewaunee County
1
Table of Contents
Executive Summary .............................................................................................. 3
Introduction ........................................................................................................... 4
Business & Attractions Inventory .......................................................................... 5
Market Analysis..................................................................................................... 6
Local Trade Area Analysis ................................................................................ 6
Visitor Profile Analysis....................................................................................... 8
Consumer Classification and Lifestyle Segmentation...................................... 11
Next Steps and Recommendations..................................................................... 14
Appendix A: Retail Business Mix Inventory......................................................... 15
Appendix B: Individual Business Customer Origins ............................................ 18
Appendix C: Community Tapestry Lifestyle Profiles ........................................... 22
Appendix D: Visitor Profile Analysis Survey Instrument ..................................... 26
Appendix E: Zip Code Collection Sheet ............................................................. 27
2
Executive Summary
In many small Wisconsin towns, tourism has become an important retail development
strategy. Community leaders in the City of Kewaunee have recognized the spending
potential of visitors, whether they are visiting or passing through town to destinations
north. Locals and visitors alike spend money in local business, providing important
opportunities for regional tourism and associated business related growth. The purpose
of this study is to have a better understanding of how tourism spending impacts local
businesses and estimate local spending patterns in order to enhance Kewaunee’s appeal to
prospective visitors and grow local market share.
This study took place during the high tourist season, between Memorial Day and Labor
Day of 2007, and collected zip code and other visitor information from customers of
thirteen local retail and lodging establishments. Some of the main findings and
recommendations for growing and diversifying local offerings are below.
•
Visitor purchases during the high tourist season account for approximately 70%
of total purchases. In essence, without the visitor traffic most small businesses
would go under. Tourism marketing and promotion strategies should be
developed to cater to consumer segments that currently visit Kewaunee, and in
conjunction with neighboring communities to maintain a focus on the visitor and
obtain economies of scale and other benefits of collaboration.
•
The volume of local sales to local customers must be increased in order for many
businesses to remain viable. Business development strategies and training that
support small business owners must be developed; and to accompany, a “buy
local” type initiative that encourages locals to shop in locally-owned businesses
should be examined.
•
The purchasing preferences of locals may be considerably different than those of
visitors to the area. Businesses that are savvy to this differentiation are and will
continue to benefit from both customer groups.
•
Community events should also consider purchasing differentiation among locals
and visitors. Leisure activities that appeal to these customer groups should be
added to the mix of offerings.
•
A vibrant and diverse downtown retail climate is critical to encouraging locals
and visitors to shop alike. A long term community-wide downtown revitalization
plan should be created and implemented that accounts for recent business
openings and arts community developments.
The following report details data and analysis of this study.
3
Introduction
The City of Kewaunee offers a unique mix of business and recreation opportunities for
local residents and visitors alike. Specifically, Kewaunee offers a downtown business
district, deepwater marina, well-known festivals and events, good schools, safety, and a
small town atmosphere that is attractive to both residents and visitors to the area.
In recent years, however, the City of Kewaunee has had to respond to changes in both
demographics and its employer base. And in the near future, completion of the Highway
57 expansion project threatens that tourists may altogether bypass Kewaunee County on
their way from southern population centers to destinations north. These developments
have augmented the need for Kewaunee to strengthen its downtown business climate by
augmenting tourism marketing and keeping residents shopping locally.
The City of Kewaunee also has adopted a room tax, the proceeds of which are split three
ways between the City of Kewaunee, the Tourism Committee and the Kewaunee
Chamber of Commerce. With those dollars, the Tourism Committee is looking for
effective ways to strengthen Kewaunee’s identity as a tourist destination and grow market
share from visitors with profiles identified as having high growth potential in the Market
Analysis.
Early in 2007, the newly formed City of Kewaunee Tourism Committee requested that
UW Extension staff attend committee meetings and provide educational and process
assistance to the newly formed group. This group is charged with promoting Kewaunee
as a destination with revenues collected from the municipal lodging tax. It was soon
determined that Kewaunee area retailers and lodging businesses had no collective
understanding about who their customers are and where they come from.
The Committee, in cooperation with UW Extension Kewaunee County, proposed a
research project to define the local market trade area and provide a profile of visitors to
the City of Kewaunee. This information would then be used to inform public decision
making on marketing investments and economic development, business and attraction
expansion efforts.
This work used the research methodology as identified in Tourism and Retail
Development: Attracting Tourists to Local Businesses, a UW Extension Publication.
Project coordination oversight will be the responsibility of the City of Kewaunee Tourism
Committee, with coordination, process, education and analytic support from UW
Cooperative Extension – Kewaunee County and the Center for Community Economic
Development.
The three components of the project are: Business and Attractions Inventory, Market
Analysis, and Strategy Development Process. This report encompasses the results from
the Business and Attractions Inventory and the Market Analysis. Strategy Development
will be an ongoing process and based partly on data collected in this report.
4
Business & Attractions Inventory
Businesses that are successful in selling to tourists understand what brings people to or
through their town. A collective understanding about what specifically attracts people to
the Kewaunee area is very important to developing a promotional strategy. This section
is dedicated to creating an inventory of those businesses and attractions that are appealing
to tourists.
Cultural/Manmade Attractions
Besadny Anadromous Fish Facility
Agricultural & Heritage Resources Farm
Kewaunee Lighthouse
ATV Park
Zoo
Kewaunee Courthouse & Jail Museum
Kewaunee/Door Salmon Tournament
Marquette Historic District
Performances in Park
Trout Fest
Harvest Fest
Playgrounds
Natural Attractions
Beach
Bruemmer Park & Zoo
Winter Park
Fishing/Salmon Run
Lake Michigan
Kewaunee River
Ahnapee Trail
Marsh Walk
Glacial Moraines
Businesses/Institutions
Alaskan Golf Course
Northbrook Country Club
Bowling Alley
Charter Fishing Boats
The Fishmonger - Canoe & Bike Rental
Barn Site Art Studio
Tug Ludington
The Marina
Parallel 44 Winery
Flying Pig
In support of these attractions are a host of businesses that provide products and services
to visitors and locals. An inventory of those businesses can be found in the Appendix of
this report.
In compiling the business and attractions inventory, members of the City of Kewaunee
Tourism Committee commented on the diverse mix of offerings to locals and tourists
alike. Promotional strategies should strive to highlight this diversity. Local community
development efforts should seek to strengthen successful attractions, and add to the mix
of attractions in ways that support the preferences and characteristics of the tourist
market.
5
Market Analysis
The market study was broken into two components: an analysis of the local trade area,
and a visitor profile analysis. Customer data were collected for both components over the
course of seven date episodes throughout the tourist season, from late May through
October. Episode dates were chosen to provide a mix of weekday and weekend activity,
and to capture significant tourist traffic associated with major holidays or festivals.
The date episodes were as follows:
1. Memorial Day weekend – Friday, May 25; Saturday, May 26; Sunday, May 27;
and, Monday, May 28.
2. Friday, June 22; Saturday, June 23
3. Trout Festival weekend – Friday, July 13; Saturday, July 14; Sunday, July 15
4. Wednesday, July 25
5. Thursday, August 9
6. Labor Day weekend – Saturday, Sept 1; Sunday, Sept 2; Monday, Sept 3.
7. Saturday, October 13; Sunday, October 14
Local Trade Area Analysis
A trade area is the geographic region that generates the majority of customers for a given
establishment or commercial district and is influenced by a critical mass of
establishments, the mix of existing businesses, employee commuting patterns,
convenience and accessibility perceptions, and its proximity to competition.
Each individual business in Kewaunee has a unique trade area, which will depend on
factors ranging from the type of business, to the variety of products and services sold.
However, several general categories of businesses have different relative levels of
consumer drawing power. More specifically, certain business types will only attract local
customers, while other categories have the potential to draw customers from throughout a
broader region. These business categories include:
ƒ
ƒ
ƒ
convenience businesses, which sell goods and services that are characterized by
relatively low costs and frequent purchases such as gasoline and groceries;
destination businesses, which offer goods and services that consumers typically
purchase after comparing price, quality, and brands such as automobiles,
furniture, and appliances; and,
intermediate businesses, which sell goods and services having characteristics of
both destination and convenience purchases. Examples of intermediate goods and
services are pharmacies, hardware items, banking, and dry cleaning.
Methodology
To estimate the City of Kewaunee’s Local Trade Area, eight local retailers volunteered to
collect zip code data from customers on the prescribed episode dates. A copy of the zip
code collection sheet is in the Appendix. All customers on the episode dates were asked
6
to provide their zip code, either passively or actively. A “passive” ask constituted laying
the request form in a highly visible location such as at the cash register check out, with a
note asking people to write their zip code. An “active” ask constituted the cashier asking
for the customer’s zip code at check-out and writing it down. Each zip code represented
one customer’s purchase, no matter the size of the purchase. In both active and passive
zip code requests, business owners estimate that the zips collected were a subset of the
whole customer population and depended on customer self-selection, in the case of
passive requests, and on the cashier remembering the make the active ask. So, although
results are not a true statistical sample, they do provide a useful “snapshot” of where
customers originated and may help inform future marketing efforts.
Zip code sheets were then collected by UW Extension staff and were entered into a
database and combined with GIS software utilizing the Trade Area analyst LT software,
developed by the UW Extension Center for Community Economic Development. The
participating businesses included one convenience store, three destination stores and four
intermediate business types.
Results
3,216 zip codes were collected over the seven date episodes from all participating
businesses, and zip codes originated from thirty-five states, Germany and Canada. The
primary market trade area for participating Kewaunee retail businesses is the 54216 zip
code, with 32% of documented purchases originating from that zip code. 9% of
customers originated from Algoma (54201), 5% came from Luxemberg-Casco (54217),
and 54% of all other purchases came from the remaining zip codes.
The combined local trade area for participating retail establishments is the 54216 zip code
originating 32% of documented purchases.
7
Collected zip codes were also grouped according to their Metropolitan Statistical Area
(MSA), where appropriate. An MSA contains a core urban area of 50,000 or more
population and may consist of one or more counties that have a high degree of social and
economic integration (as measured by commuting to work) with the urban core.
Knowing the MSA origin of visitors can be especially useful when planning marketing
and promotion efforts. The below table identifies that over half of customers originated
from the Green Bay MSA, which encompasses Kewaunee and is consistent with the local
trade area analysis above. Chicago, Milwaukee, and Minneapolis followed, in that order.
Top MSA Origins for Tourism Oriented Retailers in Kewaunee
Percent of
MSA Name
Total
Green Bay, WI
53.4%
Chicago-Naperville-Joliet, IL-IN-WI
10.3%
Milwaukee-Waukesha-West Allis, WI
5.6%
Minneapolis-St. Paul-Bloomington, MN-WI
4.2%
Appleton, WI
1.3%
As mentioned previously, the local trade area for individual businesses varied
tremendously in the proportion of local versus out-of-town customers and depends on
factors ranging from the type of business, to the variety of products and services sold.
Individual business maps with customer origins are depicted anonymously in the
Appendix.
Visitor Profile Analysis
A visitor profile analysis looks carefully at the origins and demographics of visitors so
that marketing, promotional and economic development efforts may cater more
purposefully to those customers.
Methodology
Six City of Kewaunee area lodging businesses collected detailed information from their
customers during the same seven date episodes outlined for the local trade area analysis.
Information collected included address, travel party size and demographic information, as
well as purpose-of-trip, and other qualitative information. The data were collected upon
customer check-in from the head of the travel party for each date episode throughout the
main tourist season. A copy of the survey tool used to collect the data is in the Appendix.
The survey tool was then collected by UW Extension staff and then entered into a
database and analyzed. The results follow.
8
Visitor Origin
Visitors to Kewaunee who stayed in area lodging establishments originated from across
the upper Midwest, yet clusters of customers stemmed from eastern Wisconsin,
Minneapolis and Chicago. Each dot represents one travel party. Other travel parties
originated from states outside the upper Midwest; these were far and few between and not
depicted on the map.
9
Distance Traveled
Visitors staying in area lodging establishments traveled considerable distances from their
point of origin, with over half of all customers traveling more than 225 miles.
Distance Traveled by Kewaunee Visitors
120.0%
Cummulative Percent of Visitors
100.0%
Cummulative Percent of Customers
100.0%
82.2%
85.1%
86.0%
87.4%
350
375
400
76.3%
80.0%
65.2%
60.0%
49.4%
52.3%
56.1%
40.9%
36.8%
40.0%
32.2%
22.8%
20.0%
14.9%
18.1%
4.7%
0.0%
25
50
75
100
125
150
175
200
225
250
275
300
325
401 or
More
Distance from Kewaunee (Miles)
Party Details
The average travel party size was 2.9 people, and consisted primarily of couples which
constituted 44% of the travel parties. The most common age range for couples was
estimated at between 40-60 years old.
23% of travel parties were groups of friends, 20% of parties were groups of family
members, and 13% were single travelers. Families traveling to Kewaunee were most
commonly described as parents between 30-40 years old with teenage children and there
were fewer families with young children.
The most common reason or activity given as motivation for visiting the area was fishing.
Relaxing and “seeing the sites” was also a popular response. Kewaunee as a “stop-over”
en route to Door County was also mentioned.
The average travel party stayed 2.59 nights at their Kewaunee area lodging establishment.
10
Consumer Classification and Lifestyle Segmentation
While demographics provide basic background information, lifestyle segmentation
information can provide additional insight into visitors to the Kewaunee area. More
specifically, lifestyle segmentation systems attempt to predict specific buying habits and
preferences of consumers. Segmentation systems operate on the theory that people with
similar tastes, lifestyles, and behaviors seek others with the same tastes—hence the adage
"like seeks like." These behaviors can then be measured, predicted, and targeted.
One specific lifestyle segmentation system, Community Tapestry™, was purchased by
UW Extension from ESRI Business Information Solutions to provide useful information
about visitors to the City of Kewaunee. Tapestry data is available for individual
neighborhoods for the entire country.
Community Tapestry classifies consumers into 65 demographic and behaviorally distinct
segments. The segments are based on types of neighborhoods (urban, suburban, rural);
the residents’ socio-economic status (age, income, occupation, type and value of
residence); and their buying behaviors and preferences. Tapestry data is updated regularly
using various national and local data sources. Given the number and diversity of lifestyle
segments present, detailed descriptions are not listed in this analysis but can be found at:
http://www.esri.com/library/brochures/pdfs/community-tapestry-handbook.pdf
Kewaunee Visitors
Of the 65 available lifestyle segments, it was found that although the City of Kewaunee
attracts a very diverse clientele, consumer clusters in several lifestyle segments. The table
below reports the top Community Tapestry segments found among Kewaunee Visitors,
and provides comparison to Kewaunee Residents, state and national data. Descriptions of
main Visitor categories can be found in Appendix C.
Community Tapestry
Number and Category
17 Green Acres
25 Salt of the Earth
12 Up and Coming Families
06 Sophisticated Squires
32 Rustbelt Traditions
50 Heartland Communities
37 Prairie Living
Kewaunee
Visitors
9.4%
8.2%
7.1%
6.5%
5.4%
2.0%
2.3%
Kewaunee
Residents
0%
20.8%
0%
0%
0%
48.4%
30.8%
State of
Wisconsin
9.5%
7.9%
2.7%
4.3%
3.0%
3.0%
3.2%
United
States
3.1%
3.0%
2.9%
2.8%
2.5%
2.5%
1.0%
In the above table, it is notable that Kewaunee residents share only one of the top five
lifestyle segments occupied by visitors to the area. As purchasing, entertainment, and
other preferences can vary significantly among these groups, it is recommended that local
retailers and lodging establishments that cater to visitors understand these preferences
and consider options for expanding offerings. Furthermore, consumer lifestyle
segmentation data can play a key role guiding community-wide tourism development
efforts.
11
Examples of Specific Purchasing Trends
One component of the Community Tapestry system is to identify specific consumer
purchasing trends for each of the lifestyle segmentations. More information on specific
purchasing trends for all lifestyle segments are available at the Kewaunee County UW
Extension office, however a sample of specific purchasing preferences is below.
Green Acres
Salt of the Earth
Up and
Coming
Families
Sophisticated
Squires
Leisure
Activities
Country Music
concerts;
Woodworking; Bird
Watching; Religious
Clubs;
Kite Flying; Auto
Show; Dining
Out;
Sea World;
Adult
Education;
Disney World;
Dining Out
Adult Education;
Disney World;
Photography;
Dining Out
Restaurants
Bob Evans Farm;
Big Boy; Steak n'
Shake
Ponderosa; ChiChi's; Lone Star
Steakhouse;
Chili's; Tony
Romas; Papa
John's Pizza
Bennigans; TGI
Fridays; Steak n'
Shake
Shopping
JC Penney
Ames
Eddie Bauer
LL Bean
Drink
Consumption
Regular Domestic
Beer
Canadian
Whiskey
Bourbon
White Wine
Hotels
Super 8
Hampton Inn
Ramada Inn
Fairfield Inn
Clothing
Hunting, Hiking,
Skiing Apparel
Hunting Apparel;
Work Gloves &
Boots; Children’s
Apparel
Children's
Apparel; Fine
Jewelry
Ski, Golf, Hiking
Apparel; High-End
Children's Apparel
For instance, consumers in the Green Acres lifestyle segment are more likely than others
to attend a country music concert in their leisure time and Salt of the Earth may be more
likely to participate in Kite Flying activities. And, both segments are more likely to make
purchases of hunting apparel. It is important to note that these trends are highly
generalized and in no way reflect individuals or individual purchasing behaviors.
12
Typical Tourist Purchases
Also helpful is information on what people typically purchase when they are on vacation.
The Travel Industry of America Association conducts research and provides data on these
preferences. From their market research, they report that 77% of visitors report
purchasing clothing or shoes on their vacation, 49% report purchasing souvenirs, and
42% report purchasing books or music. See the next table for more information.
13
Next Steps and Recommendations
The market analysis project for the City of Kewaunee has three components: Business
and Attractions Inventory, Market Analysis, and Strategy Development Process. This
report provides basic information from the Business and Attractions Inventory and
provides results from the Market Analysis. The next step is to develop strategies that
improve local economic development efforts. Recommendations for that strategy
development process are below.
1. The tourism market for Kewaunee has tremendous growth opportunities. Without
the visitor traffic each summer, most small businesses would go under because
visitor purchases (customers outside the local trade area) account for
approximately 70% of purchases. Tourism marketing and promotion strategies
should be developed in conjunction with neighboring communities to maintain a
focus on the visitor and obtain economies of scale and other benefits of
collaboration.
2. There is also tremendous opportunity to grow local market share. During the high
tourist season approximately one-third of customer sales in local businesses come
from the primary market trade area (54216), or local residents. The volume of
local sales to local customers must be increased in order for many businesses to
remain viable. Business development strategies and training that support small
business owners is advised. As and accompaniment, “buy local” type initiative
that encourages locals to shop in locally-owned businesses should be examined.
3. Local business owners must consider and differentiate the purchasing preferences
of both locals and visitors alike. Small alterations and additions to existing
product and service lines could pay large dividends from both customer groups.
Examining the preferences outlined in the Community Tapestry database in
relation to their specific business model may be of considerable help.
4. Community events that attract tourists should consider adding leisure activities to
the mix of offerings that are desirable to the core lifestyle segments of Green
Acres, Salt of the Earth, Up and Coming Families and others. All community
events should be analyzed in relation to the core consumer groups and associated
purchasing preferences.
5. Continual improvement and revitalization of the City of Kewaunee downtown
retail business climate is critical to encouraging locals and visitors to shop alike.
A long term community-wide downtown revitalization plan should be created and
implemented that accounts for recent business openings and arts community
developments.
14
Appendix A: Retail Business Mix Inventory
This list is meant to be as inclusive as possible and any omissions are not intentional. If
you would like your business included as providing product or services in a particular
category, please contact UW Extension, Kewaunee County.
Category
Full serve restaurants
Gift Shops
Building Materials
Apparel
Bar & Grill
Specialty Foods
Food – Convenience
Radio/Tv/Comp/Music
Auto Supply
Sporting Goods
Furniture
Boat/RV/Snowmobile
Home Furnishing
Lawn & Garden
Businesses
Diggins Café and Fine Rocks
Kunkel’s Korner Restaurant
MJ’s Footbridge
Northbrook Country Club
Port O Call
The Waterfront Bar & Grill
Grandma’s Place
The Grove
Jeff’s Sports Bar & Grill
The Bucket
CJ’s Restaurant and Banquet Hall
The Cork Restaurant and Pub
Kale’s Variety
Coho Motel And Lighthouse Shop
The Flying Pig Gallery & Greenspace
Fragments of Farview Farm
Garden Angels LLC
Gift Baskets from the Heart
Aurora Pharmacy
Lakeview Lumber
Hwy 29 Sawing & Planing
Pamida
Lake Effects
The GooseNest
Bucket
Kewaunee Bowl
Jeff’s Sports Bar & Grill
Fiala’s
Fishmonger
Simply Sweet
Tom’s Pastry
Taco Express
Subway
Pamida
Bob’s Auto Parts
Blaha Auto Body
Leon’s Auto Body
Nuhlicek’s Service
Paplham Auto Service
Parkos Oil
Stauber’s Alaskan Auto Body
Karl’s
Pamida
Blue Water Marina
Pamida
15
#
12
7
2
1
5
4
2
1
7
2
0
1
0
1
Antiques/2nd Hand
Car/Truck Dealer
Grocery Store
Charter Fishing Boats
Campgrounds
Jewelry
Appliances
Hobby/Toy
Department
Gas stations
Hardware
Book
Flower
Pharmacy
Liquor
Motels/B & B
Old Town Antique Mall
Mermain Tails
Titanic Antiques
Beranek
Jorns
Piggly Wiggly
Bums and Big Short
Kew. Marina Campground
Deep Six Charters
Kewaunee Marina Slip
Fishstick Charters
Salmon Harbor Marina
Jaws II Charters
Hot Reels charter Service
Tigger II Charters
Kewaunee Marina
Cedar Valley Campground
Harbor Express Campgrounds
Kewaunee Marina and Campground
Kewaunee Village RV Park
Maple View Campgrounds
Salmon Harbor
Harv’s Electric
Dollar Store
Kales Variety
Norman General Store, B& B Quilt Shop
Pamida
Center Court Convenience Store
Harbor Express
Parkos Oil Co.
Town Mart
DJ Bass
Kales
Rose of Sharon Flowers
Euclids
Aurora Pharmacy
Pamida Pharmacy
Center Court Convenience
Aurora Pharmacy
Alaskan Supper Club and Motel
Coho Motel and Lighthouse Shop
The Duvall House B & B
Harbor Lights Lodge
Harrison Harbour House
The Historic Karsten Inn
Norman General Store, B & B and Quilt shop
16
3
2
1
10
6
0
1
3
1
4
2
0
2
2
2
7
Banquet facilities
Professional Services
Beauty Salon/Barber Shops
Attorneys
Building Contractors
Accountants
Animal Care
Cleaning Companies
Distributors
Financial Institutions
Funeral Home
Health Services
Insurance
Lawn Care
Landscaping
Manufacturing
Utilities
MediaMisc Businesses
CJ”s Restaurant and Banquet Hall
The Historic Karsten Inn
The Hollyhock House
Plumbers – Ihlenfeldt Plumbing
Selner Plumbing
Stoeger Plumbing
Mastalir Plumbing
Country Clippers
Generations Hair Salon
Salon 220
Lukes Barber Shop
New Image Beauty Salon
Lorraine’s Beauty Shop
A Cut Above
Messmann Law Office
Slatky Wolske and Mehn Law Office
Gretz Carpentry & Remodeling
Schleis Builders
Strnad Construction
Mill Lane Builders
Westen, Graff Co.
Kewaunee Veterinary Service
Dr. J. Ross Schilling
Pico Bella Pet Grooming
Service Master Cleaning Services
Flanigan Distributing
Baylake Bank
Union State Bank
Buchanan Funeral Services
Bellin Health
Chiropractor Works
Dr. Mark Letter DDS
Kewaunee Care Center
Lakeshore Vision Center
Nelson Sivret Chiropractic Center
Steele Chiropractic
Novak Agency, Inc.
Walston Insurance Assoc, Inc.
American Family-Brian Jagodinsky
Outdoor Service
JFG Lawncare Services
Joe’s Outdoor Lawn Service
Matt’s Skidsteer Service LLC
Kewaunee Fabrications
The Vollrath Company
- Kewaunee Power Plant
Wisconsin Public Service
Kewaunee Enterprise
Magnum Radio Group
Kewaunee Renaissance Company
Pagel’s Ponderosa
17
3
4
7
2
4
1
3
1
1
2
1
7
3
3
1
2
2
2
2
Appendix B: Individual Business Customer Origins
18
19
20
21
Appendix C: Community Tapestry Lifestyle Profiles
17 Green Acres
LifeMode Group .............. L2 Upscale Avenues
Urbanization Group ......... U10 Rural I
Demographic - Married couples, with and without children, comprise 71 percent of the households in Green
Acres. Many families are comprised of blue-collar baby boomers, many with children aged 6–17 years. With
more than 10 million people, Green Acres represents the third largest population of all the Community
Tapestry markets, currently more than 3 percent of the U.S. population, and growing by 1.6 percent
annually. The median age is 40.6 years. This segment is not ethnically diverse; 93 percent of the residents
are white.
Socioeconomic - Green Acres residents are educated and hardworking; more than half who are aged 25
years and older hold a degree or attended college. Labor force participation is approximately 69 percent,
with higher employment concentrations in the manufacturing, construction, health care, and retail trade
industry sectors. Seventeen percent of households derive income from self-employment ventures.
Occupation distributions are similar to the United States. The median household income is $63,922, and the
median net worth is $163,372.
Residential - Green Acres neighborhoods are located throughout the country but mainly in the Midwest and
South. The highest state concentrations are found in Michigan, Ohio, and Pennsylvania. A little bit country,
Green Acres residents live in pastoral settings of developing suburban fringe areas. Homeownership is at 88
percent. Eighty-seven percent of the household inventory is dominated by single-family dwellings. These
newer homes carry a median value of $205,460. Typical of rural residents, Green Acres households own
multiple vehicles: 78 percent own two or more vehicles.
Preferences - Country living describes the lifestyle of Green Acres residents. Pet dogs or cats are
considered part of the family. These do-it-yourselfers maintain and remodel their homes; projects include
painting, installing carpet or insulation, or adding a deck or patio. They own all the necessary power tools,
including routers, welders, sanders, and various saws, to finish their projects. Residents maintain their
lawns, flower gardens, and vegetable gardens, again with the right tools. They own riding lawn mowers,
garden tillers, tractors, and even separate home freezers for the harvest. Fitting in with the do-it-yourself
mode, it is not surprising that Green Acres is the top market for owning a sewing machine. A favorite
pastime is using their ice cream maker to produce homemade ice cream. They prefer motorcycles and fullsize pickup trucks.
For exercise, Green Acres residents ride their mountain bikes and participate in water sports such as
waterskiing, canoeing, and kayaking. Other activities include bird-watching, power boating, target shooting,
hunting, and attending auto racing events. They prefer to listen to college football, auto racing, and newstalk programs on the radio and read fishing, hunting, and motorcycle magazines. Accommodating the
country lifestyle, many households watch TV by satellite dish instead of cable. Events they enjoy watching
on TV include alpine skiing, ski jumping, motorcycle racing, equestrian events, and bicycle racing. A favorite
station is the Speed Channel.
25 Salt of the Earth
LifeMode Group .............. L11 Factories and Farms
Urbanization Group ......... U10 Rural I
Demographic - Salt of the Earth households are dominated by married couples with children (36 percent)
and without (29 percent). Both household percentages are higher than the U.S. values. One-fifth of
households are composed of singles who live alone. The average household size for this market is 2.60,
extremely close to the U.S. value of 2.59; however, the average family size is 2.99, falling below the U.S.
average of 3.14. With a median age of 41.3 years, this is a slightly older market. Because ethnic diversity in
these neighborhoods is negligible—94 percent of the residents are white—Salt of the Earth neighborhoods
are the least diverse of all the Community Tapestry segments.
22
Socioeconomic- Salt of the Earth residents work in a variety of occupations including management and
professional positions and unskilled labor jobs. Higher-than-average proportions work in skilled labor
occupations. Approximately one-fifth work in the manufacturing industry. The 66 percent labor force
participation is high, and unemployment is low at 5 percent. The median household income is $50,538, close
to the U.S. median. Besides wages, household income is supplemented by interest income, dividends,
rental income, self-employment income, retirement income, and Social Security benefits, all above national
proportions. The median net worth for this market is $108,631. One-fourth of Salt of the Earth residents
aged 25 years and older have attended college; 13 percent hold a bachelor’s or graduate degree.
Residential - Salt of the Earth neighborhoods are located in rural areas throughout the United States.
Nearly half of the households are in the Midwest; the other half are found almost entirely in the South and
Northeast. States with the highest concentrations of these households are Pennsylvania, Ohio, Indiana, and
Michigan. Homeownership is at 86 percent, and the median home value is $139,060. The majority of
households are single-family units (83 percent); 12 percent are mobile homes. Twenty-two percent of the
housing units were built before 1940.
Preferences - Salt of the Earth residents are rooted in their settled, traditional, and hardworking lifestyles.
Independent and self-reliant, they take on small home improvement and remodeling projects themselves.
They also spend a lot of time and money on their vegetable and flower gardens, owning the necessary tools
and equipment to make them a success. Twenty eight percent of the households own three or more
vehicles, making Salt of the Earth one of the top segments with this distinction. These rural households
typically own or lease many vehicles including a truck. Many own a motorcycle. Overall, they prefer
domestic vehicles to imports and handle the maintenance themselves. Most residents carry insurance
policies to protect themselves and their families and invest in annuities, certificates of deposit, and U.S.
savings bonds.
Families often have two or more pets, either dogs or cats. Salt of the Earth residents enjoy dining out,
generally at family restaurants such as Ponderosa, Big Boy, and Bob Evans Farms. However, baking is a
favorite home activity. They enjoy fishing, hunting, target shooting, attending country music concerts and
auto races, and flying kites. They read fishing and hunting magazines also. Their radio dials are often tuned
to country music stations, but they also like to follow auto racing. Many households have a satellite dish.
Favorite stations include CMT, Outdoor Life Network, and the Speed Channel. In addition to watching horse
racing, auto racing, and truck and tractor pulls/mud racing on TV, a favorite weekly show is According to
Jim. Families travel to vacation destinations by car; for overnight stays, they prefer a Super 8 motel.
12 Up and Coming Families
LifeMode Group .............. L9 Family Portrait
Urbanization Group ......... U7 Suburban Periphery I
Demographic - With an annual growth rate of 4.2 percent, Up and Coming Families represents the second
highest household growth market and the youngest affluent family market (with a median age of 32.0 years)
of Community Tapestry. Residents are a mix of Generation Xers and baby boomers. The profile for this
market is young, affluent families with younger children. Eighty percent of households are composed of
families. Approximately two-fifths of households consist of married couples with children. Most of the
residents in this segment are white; however, the diversity of the population is increasing with its size.
Socioeconomic - At the beginning of their careers, Up and Coming Families residents are earning aboveaverage income but have not had time to accumulate much wealth. The median household income is
$77,444, well above the national median. The median net worth is $162,486. Nearly two-thirds of residents
aged 25 years and older have a degree or some college credits. Labor force participation is well above
average at 73 percent, and unemployment is low. Understandably, 91 percent of households derive income
from wage and salary compensation. Although half of the households have children, they also have working
parents.
Residential - Nearly half of Up and Coming Families segments are concentrated in the South, the other half
in the West and Midwest. These neighborhoods are located in suburban outskirts of
midsized metropolitan areas with populations higher than 250,000. Households are mainly new single-family
dwellings. Homeownership is at 85 percent. More than half of the housing units were built in the last 10
years. Houses in these neighborhoods are valued at $221,956, slightly above the U.S. median.
23
Preferences - Consumer choices for Up and Coming Families are dictated by family and home. Many are
beginning or expanding their families, so maternity clothes and baby equipment are essential purchases in
addition to children’s clothing and toys. Because many are first-time homeowners, purchases such as basic
household furniture and lawn fertilizer, weed control, and insecticide are important. Vying for attention in the
family budget are car loans, student loans, and mortgage payments. Up and Coming Families residents
most likely own or lease an SUV or minivan. They enjoy eating out at family restaurants such as Red Robin,
Chili’s Grill & Bar, and Olive Garden and fast-food restaurants such as Chick-fil-A, Chuck E. Cheese’s, and
Papa John’s.
Leisure activities include playing softball, going to the zoo, and visiting theme parks (generally Sea World or
Disney World), where they make good use of their digital camera or camcorder. They enjoy renting science
fiction, comedy, and family type DVDs. A favorite TV show is 24. Favorite cable stations are Oxygen, E!, and
the Discovery Health Channel. Residents prefer to listen to soft adult contemporary, sports, and classic hits
radio.
06 Sophisticated Squires
LifeMode Group .............. L1 High Society
Urbanization Group ......... U7 Suburban Periphery I
Demographic - Sophisticated Squires residents enjoy cultured country living in newer home developments
on the fringe of urbanized areas. They now have longer commutes but fewer neighbors. These urban
escapees are mostly married-couple families. The median age is 38.3 years. More than 40 percent of the
households consist of married couples with children that range from toddlers to young adults. The majority of
householders are between 35 and 54 years old; most are baby boomers. This segment is not ethnically
diverse; most residents are white.
Socioeconomic - Sophisticated Squires residents are educated: one-third of the population aged 25 years
and older holds a bachelor’s or graduate degree, another third has attended college. Labor force
participation rates are high for males and females. The range of occupations varies from management to
unskilled labor positions, but most are in white-collar occupations. The median household income is
$85,937. Wage or salary income, earned by 90 percent of households, is supplemented with interest,
dividend, or rental income for nearly half of the households. The median net worth is $251,507.
Residential - Sophisticated Squires residents live in less-densely populated areas that are concentrated in
states on the Atlantic coast and surrounding the Great Lakes. Approximately 90 percent of the homes are
single-family structures; the median home value is $286,622. Approximately 75 percent of the housing units
were built before 1990; 55 percent were built between 1970 and 1989. More than 80 percent of households
own at least two vehicles.
Preferences - Sophisticated Squires residents prefer to do their own lawn and landscaping work as well as
home improvement and remodeling projects such as installing carpet or hardwood
floors, painting home interiors, staining decks, and cleaning carpets with their steam cleaners. They like to
barbeque on their gas grills and use their bread-making machines. This is the top market for owning three or
more vehicles. They prefer minivans and full-size SUVs; many households own a motorcycle. A typical
household owns three or more cell phones. Looking toward the future, many residents own stocks and large
life insurance policies. When dieting, Weight Watchers is the favored diet method, and many own a treadmill
or stair-stepper to stay fit.
Family activities include playing volleyball, bicycling, playing board games and cards, going to the zoo, and
attending soccer and baseball games. Adults also enjoy photography, playing golf, and riding their
motorcycles. Children use the home personal computer to play games and typically own a Game Boy or
Game Boy Advance video game system.
Sophisticated Squires residents prefer to read gardening and science/technology magazines and listen to
soft adult contemporary music, classic hits, and all-talk radio. Although many households own four or more
TVs, residents are light television viewers. When they do watch TV, they prefer news, comedies, and
dramas as well as programs on the Golf Channel and Home & Garden Television.
24
50 Heartland Communities
LifeMode Group .............. L5 Senior Styles
Urbanization Group ......... U9 Small Towns
Demographic - Well settled and close-knit, Heartland Communities residents are slightly older compared to
U.S. residents, with a median age of 41.7 years. Approximately half of the residents have already retired,
many in the same towns where they have lived and worked their whole lives. Nearly one-third of
householders are aged 65 years or older. Although married couple families comprise nearly half of the
household types and almost one-third are singles who live alone, other family types and shared housing are
also represented. Children are found in 30 percent of the households. Most of the residents in this market
are white.
Socioeconomic- The median household income for this segment is $35,006. Two-thirds of the households
earn wage and salary income, and 39 percent receive Social Security benefits. Driven by low home values,
their median net worth is only $61,258. Employed residents work in occupations ranging from management
positions to unskilled labor jobs; approximately 43 percent are employed in service industries. The
unemployment rate of 7 percent is close to the U.S. value. Overall, 74 percent of residents aged 25 years
and older have graduated from high school. Only 12 percent hold a bachelor’s or graduate degree.
Residential - Preferred by more than six million people, Heartland Communities neighborhoods are
primarily found in small towns scattered across the Midwest and South. Low-density neighborhoods
dominate with older homes in urban clusters and rural, nonfarm areas. More than half of the housing units
were built before 1960. Homeownership is at 73 percent; the median home value is $85,240, less than half
of the U.S. median. More than three-fourths of the housing is single family dwellings.
Preferences - Heartland Communities residents invest time and money in their cherished homes and
communities. They take pride in their gardening skills and in growing their own vegetables. Many homes
own a riding lawn mower to keep up their relatively large lots. Residents tackle home improvement projects
such as exterior painting and faucet replacement and shop at traditional hardware stores such as True
Value. Many residents order items from catalogs, QVC, and Avon sales representatives. When shopping
outside the home, they prefer to visit Wal-Mart. When eating out, favorite restaurants include Ponderosa and
Lone Star Steakhouse. The residents in this segment rarely travel by plane.
Heartland Communities residents have a distinctly country lifestyle. They play bingo, do woodworking, and
enjoy outdoor activities such as hunting and freshwater fishing. They also read gardening, fishing, and
hunting magazines and listen to country music and auto racing on the radio. Reading two or more Sunday
newspapers is important to them. Some are members of veterans’ clubs. They participate in civic activities
and take an interest in local politics. Many Heartland Communities households subscribe to cable and
usually watch game shows, news programs, and movies on TV.
25
Appendix D: Visitor Profile Analysis Survey Instrument
Business Name: ______________________________ Log two travel parties per sheet
1. Customer home address: ________________________________________
2. City: __________________________ State: __________ Zip: ____________
3. Arrival Date: ______________
Departure Date: _____________
# Nights: _____
4. Number of people in travel party: ____________
5. Party Composition (circle one):
Single
Couple
Friends
Family
6. Approximate ages of guests (and children) ______________________.
7. How did customer found out about your business (circle one)?
a. Internet – which site ________________________
b. Friend
c. Chamber of Commerce
d. Drive by
e. Other – specify ____________________________
10. Trip Purpose (circle one):
Leisure
Business
Combination
11. Notes about why they came to Kewaunee and what they did while they were here:
_____________________________________________________________________________
1. Customer home address: ________________________________________
8. City: __________________________ State: __________ Zip: ____________
9. Arrival Date: ______________
Departure Date: _____________
# Nights: _____
10. Number of people in travel party: ____________
11. Party Composition (circle one):
Single
Couple
Friends
Family
12. Approximate ages of guests (and children) ______________________.
13. How did customer found out about your business (circle one)?
f. Internet – which site ________________________
g. Friend referral
h. Chamber of Commerce
i. Drive by
j. Other – specify ____________________________
10. Trip Purpose (circle one):
Leisure
Business
Combination
11. Notes about why they came to Kewaunee and what they did while they were here:
26
Appendix E: Zip Code Collection Sheet
Date:
Day/Time:
Log one zip code for each purchase made
Zip Code
Business Name:
Zip Code
Zip Code
Zip Code
1
26
51
76
2
27
52
77
3
28
53
78
4
29
54
79
5
30
55
80
6
31
56
81
7
32
57
82
8
33
58
83
9
34
59
84
10
35
60
85
11
36
61
86
12
37
62
87
13
38
63
88
14
39
64
89
15
40
65
90
16
41
66
91
17
42
67
92
18
43
68
93
19
44
69
94
20
45
70
95
21
46
71
96
22
47
72
97
23
48
73
98
24
49
74
99
25
50
75
100
27