Economic Development Partners, LLC | www.edpwi.com | December, 2012
Economic Impact Plan (EIP)
Fox Wisconsin Heritage Parkway
Analysis of the Visitor Spending and Tourism
Economics
Final Report
December 24, 2012
Cynthia K. Jaggi and Ruth J. Dumesic, Principals
Economic Development Partners, LLC
Fiscal and Economic Research Center – UW - Whitewater
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 2
The Economic Impact of Visitor Spending on the
Fox Wisconsin Heritage Parkway Region, Wisconsin
Cynthia K. Jaggi and Ruth J. Dumesic, Principals
Economic Development Partners, LLC www.edpwi.com
December, 2012
I. Executive Summary
This study examines the economic impact of Visitor Spending and economic opportunities
identified for the Fox Wisconsin Heritage Parkway (FWHP) Region. The Fox Wisconsin
Heritage Parkway Region of Wisconsin which covers approximately 280 miles, meanders across
fifteen counties from Green Bay to Prairie du Chien, and provides all the vital elements that
outdoor recreation land and water enthusiasts, heritage, cultural, culinary tourists and birders are
looking for when participating in their sports and activities, including entertainment, heritage area
attractions, natural beauty, terrain, dining and the overall visitor experience. Data collected from
over 1,200 outdoor recreation and paddling enthusiasts surveyed was used to estimate the current
and existing patterns of visitor spending and total economic impact of outdoor recreation land and
water enthusiasts and heritage tourism on the State of Wisconsin and local economies along the
FWHP. Surveys conducted and referenced in the study included the Canoecopia Paddling event
in Madison, Wisconsin, University of Whitewater - Financial and Economic Research Center
(FERC), Tourism Economics and the 2011 Wisconsin Statewide Comprehensive Outdoor
Recreation Plan (SCORP). Outdoor recreation enthusiasts, heritage and cultural visitor spending
profiles used in the proprietary V2P model were developed for two visitor segments: local
residents traveling throughout the Parkway and those from outside the local area, either traveling
on day trips and/or overnight trips involving stays in local hotels or lodging.
The culmination of these visitor surveys provides the economic model and findings used within
the EIP report. Results indicated that 71.2% of respondents are involved in outdoor recreation and
silent sports on a weekly or daily basis and are highly motivated and committed, 89 percent of the
participants have some form of post-secondary education, 60 percent of the participants come
from a household whose income is at least $50,000 – $74,999, and outdoor recreation/silent sport
enthusiasts spent an average of $50 - 100 on meals, etc. during their silent sport trip.
Based on the proprietary V2P Model, the estimated 2012 economic impact of the current
1,148,000 baseline visitors to the Fox Wisconsin Heritage Parkway region would be 746 full time
equivalent jobs that tend towards the tourism industry. Estimated labor income of $20,008,858
annually, would contribute $61,620,504 in Direct, Indirect and Induced sales from the visitors to
the Region. Based on the assumptions stated in this report, the projected 4 – year Economic
Impact would be $62,242,871 in 2013, $65,933,939 in 2014, $72,527,333 in 2015 and
$79,780,067 in 2016 respectively. These results showcase the significance of the tourism and
economic importance of the heritage, cultural, culinary tourism and silent sports - related
activities within and surrounding the Parkway.
JEL Classification Codes: Key Words: Heritage tourism, silent sports, economic impact,
tourism economics, outdoor recreation spending, tourism spending, IMPLAN
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 3
Acknowledgements We would like to acknowledge the contributions of the many people who have helped bring this
study to its completion. Economic Development Partners (EDP) gratefully acknowledges the
excellent support of the staff at the Fiscal and Economic Research Center (FERC) at the
UW – Whitewater with special thanks to Professor Russ Kashian, Professor of Economics, who
collected and organized much of the data and information requested. We express sincere gratitude
to all volunteers who dedicated over 300 hours of their time to collaborate and compile the
tourism inventory data used in this report. These volunteers included:
Tom Baron
Aaron Schuette
John Casper
Wendy K. Hielsberg
Brad Toll
Julie Gerczak
Sally Graham
Jim O'Rourke
Robert Moses
Patty Wacker
Dennis Kirschbaum
Patrick Reinsma
Melody Buller
Jim Schlies
Robert O’Donnell
Gil Meiesgeir
Jody Kapp
Craig Molitor
Lisa Pauly
David Connelly
Tywana German
Bianca Richards
Wille Pekah
Dawn Eno
Candice Mortara
Ann Clausen
Christine Williams
Russ Kashian
JD Milburn
Economic Impact Plan – Fox Wisconsin Heritage Parkway | November 2012
Economic Development Partners, LLC www.edpwi.com 4
TABLE OF CONTENTS
I. EXECUTIVE SUMMARY 2
II. TABLE OF CONTEXT 4
III. INTRODUCTION 6
IV. PURPOSE AND OBJECTIVES OF THE STUDY 10
V. OVERVIEW OF ECONOMIC IMPACT PLANNING PROCESS 12
VI. CONDUCT PUBLIC ENGAGEMENT WORKSHOPS 17
VII. CONDUCT 15 SITE ASSESSMENTS FOR BUSINESS AND
TOURISM 19
VIII. EVALUATE CURRENT FWHP ORGANIZATION AND
MANAGEMENT 29
IX. CANOECOPIA PADDLE SPORTS SURVEY 33
X. DETERMINE DESTINATION BEST PRACTICES 33
XI. PARKWAY USER PROFILES AND ANALYSIS 35
Target Markets 36
XII. HERITAGE AND CULTURAL TOURISM 40
Tourism Product Development 41
Education and Training 42
Partnership Framework 42
XIII. ACTIVE OUTDOOR RECREATION CREATES ECONOMIC
GROWTH 44
Optimal Visitor Experience 46
XIV. FWHP ECONOMIC GROWTH: STRATEGIC Framework 47
Strategic Directions 48
Advance and Increase the Opportunities for Interpretation of the
Parkway’s Stories and Assets 49
Advance Economic and Tourism Growth Opportunities within the
Parkway 53
Advance Public Health, Environmental Stewardship of the Rivers
and Land through Research, Innovation and Education 58
Build Brand, Identity and Sense of Community 61
Leverage Location, Collaboration and Sustainability
Across the Parkway 64
XV. METHODOLOGY AND DATA SOURCES 66
Literature Review 67
Economic Impact Methodology 68
Survey Methodology 69
Outdoor Recreation and Silent Sports Survey Results 70
XVI. ECONOMIC IMPACT - KEY RESULTS 72
Trip-Related Spending by Parkway Visitors 73
Visitor Spending 75
Total Economic Impact Annually 77
Visitor Spending Patterns 77
XVII. PROJECTED 4 YEAR ECONOMIC IMPACT OF FWHP
TOURISM 85
XVIII.KEY FINDINGS 87
XIX: RECOMMENDATIONS 87
XX. PERFORMANCE METRICS 93
XXI. NEXT STEPS AND PLAN IMPLEMENTATION 97
XXII. BUSINESS PLAN 98
Marketing Plan 117
REFERENCES 132
APPENDICES INDEPENDENT DOCUMENT
III. INTRODUCTION
The purpose of this report is to summarize results of visitor spending and economic impact for
the Fox Wisconsin Heritage Parkway (FWHP). The boundaries of the Fox Wisconsin Heritage
Parkway (FWHP) derive from the Fox and Lower Wisconsin Rivers. These rivers span 280 miles
throughout the State of Wisconsin from Green Bay to Prairie du Chien, at the confluence of the
Wisconsin and Mississippi Rivers. The rivers are geographically divided into the Lower Fox,
Upper Fox, and Lower Wisconsin.
The Fox and Wisconsin rivers are currently listed within the National Rivers Inventory. The
National Rivers Inventory (NRI), compiled by the National Center for Recreation and
Conservation, is a listing of more than 3,000 free-flowing river segments in the United States that
are believed to possess one or more remarkable natural or cultural values judged to be of more
than local or regional significance. Under a 1980 presidential directive, all federal agencies must
seek to avoid or mitigate actions that would adversely affect one or more NRI segments.
Fifteen counties comprise the Parkway area, running from Brown County in the mid-section of
the State, southwest to Crawford and Grant counties. The total area consists of 1,444 square
miles, with 1,115 square miles of land cover. (See Figure 1, FWHP Map, page 8 of this report.)
Fox Wisconsin Heritage Parkway History and National Contributions
It was on these rivers that Father Jacques Marquette and explorer Louis Joliet set out in May of
1673 to seek a route to the Orient. As they entered the Fox River from Lake Michigan, they
encountered a landscape sculpted by ice and inhabited by native cultures dating back tens of
thousands of years. The explorers were the first Europeans to traverse the entire length of the
corridor and to discover the ever‐ important Mississippi River in the heart of the North American
continent. Along the way, they established friendly relations with native tribes, brought
Christianity deep into the New World, and mapped their findings for France. It would have been
impossible for them to know what would be unleashed by their travels. As the chronicles of
American history unfolded, their journey, along with those of other French explorers, resulted in
the opening of North American west, the proliferation of the fur trade, and the eventual European
settlement of the corridor.
Upon mass European settlement, throughout the 19th and 20th centuries, the corridor took on a
different identity. For thousands of years, the waterway had been a sacred place and a route of
survival for native peoples. The desire for wealth, progress, and an overwhelming optimism now
transformed this route into a water highway through the Midwest. Loggers felled trees, farmers
tilled the soil, and industries set up their operations on the banks of the rivers, requiring improved
transportation routes and power sources. Man transformed the water route through the Fox-
Wisconsin Improvement Project and established the world’s first hydroelectric dam in the 19th
century. All the while, more people came to this area, establishing communities, commerce, and
culture.
Interpretive Themes
Several interpretive opportunities are present through the natural and heritage resources found
within the boundaries of the Fox-Wisconsin Heritage Parkway. Three over-arching themes and
ten thematic itinerary opportunities were identified by Interpretive Solutions, the consulting firm
hired to conduct the Interpretive Master Plan with direction from the Heritage Parkway
Executive Board and are supported by the public. The three themes include:
1. People of the River
2. The River as a Resource
3. The Future of the Rivers
These themes can be further developed into ten thematic itinerary opportunities that reflect
the extensive history of the area and allow visitors to learn about the history/heritage of the
Rivers. They include:
Geology
Native Americans
Fur Trade Era/Explorers
Era of Conflict 1812-1840
Transportation/Navigation
Immigration
Hydroelectricity
Industry/Commerce
Nature/Environment/Ecology
Conservation/Pollution/Cleanup
The goals of FWHP are as follows:
Enhance and promote regional heritage, while vitalizing local identities
Connect the historic, natural and recreational resources from the Great Lakes to the
Mississippi
Connect land trails that expose users to the resources and themes of the Parkway
Create a multi-use, nationally recognized water trail
Facilitate historic interpretation of the Parkway themes
Better our quality of life and pride of place
Increase tourism and economic development while preserving cultural and natural assets
Partners The Parkway is being developed by the Fox-Wisconsin Heritage Parkway in conjunction with
Friends of the Fox, Fox River System Navigational Authority, North East Wisconsin Paddlers,
East Central Wisconsin Regional Planning Commission, Friends of the Lower Wisconsin,
Wisconsin Department of Natural Resources, U.S. Fish & Wildlife Service, SEH, University of
Wisconsin-Platteville, and the City of Appleton. Foundational financial support has been
contributed by several businesses, including the Community Foundation for the Fox Valley
Region, Wisconsin Economic Development Corporation, Oshkosh Area Community Foundation,
Bergstrom, Secura Insurance Companies, Kaukauna Utilities and The Boldt Company. (For a full
list of FWHP Partners – See Appendix A.) This study was funded by the Fox Wisconsin Heritage
Parkway and the Wisconsin Economic Development Corporation (WEDC), Community
Development Block Grant for Planning in collaboration with the City of Berlin, Wisconsin. The
fifteen - county area of the State of Wisconsin is quite diverse, varying in geographic size,
regional, urban vs. rural settings and the scope of the nature of heritage facilities and programs.
Figure 1. Fox Wisconsin Heritage Parkway Areas throughout the State of Wisconsin
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 9
Table 1. Characteristics of Fifteen Counties of the Fox Wisconsin Heritage Parkway
COUNTY TOTAL
POPULATION LABOR
SIZE TOTAL
EMPLOYEES
PARKWAY’S TOTAL
POPULATION PARKWAY’S LABOR SIZE
PARKWAY’S TOTAL
EMPLOYEES
BROWN 250,334 140,056 164,907 180,608 100,015 121,073
OUTAGAMIE 104,752 57,457 69,065 106,487 60,142 54,511
CALUMET 51,049 29,206 69,065 12,009 4,827 5,105
WINNEBAGO 169,536 92,951 104,920 116,728 63,604 71,791
FOND DU LAC 102,677 58,172 62,327 49,465 27,690 31,483
WAUSHARA 24,421 12,014 7,303 2,558 1,301 677
MARQUETTE 15,640 8038 5331 NA NA NA
GREEN LAKE 19,235 10,607 9,188 9,408 5,223 5,645
COLUMBIA 57,688 31,704 25,616 14,052 7,157 10,718
SAUK 63,675 3,674 42,718 8,330 4,072 5,248
RICHLAND 18,035 9,777 10,021 437 218 25
DANE 493,382 296,466 381,292 1,653 998 1,650
IOWA 23,766 13,877 12,889 2,792 1,588 1,923
GRANT 52,225 27,778 19,286 4,093 2,280 2096.0
CRAWFORD 16,553 8,323 852 6,756 3,303 4,556 2010 U. S. Census Demographics
IV. PURPOSE AND OBJECTIVES OF THE STUDY The purpose of this study is to help the Fox Wisconsin Heritage Parkway (FWHP) and its
partner communities effectively tell the stories, better serve visitors to the Parkway and
therefore to identify opportunities for future economic and tourism initiatives in the
Parkway. Economic Development Partners, LLC and its Tourism and Economic partner
organizations have been approached to conduct the study.
The objectives of the study are:
1. To identify the demographic user profile of the visitors to the FWHP
2. To identify trip characteristics of visitors and to create itineraries to promote
‘Optimal Visitor Experiences’
3. To assess the future potential economic and tourism impact of visitors to the
FWHP
4. To assess the management plan of the FWHP
5. To define Next Steps and Plan Implementation for the FWHP.
Study Outline
The study was facilitated by Economic Development Partners, LLC in conjunction with a
Core Planning Team and oversight from the FWHP Board and Executive Director,
(Stakeholder Committee). This team was assembled at the start of the project and some
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 10
members will stay involved for future activities. The outline of the project as outlined in the
RFP included the following core areas:
Develop Economic Impact Plan and set priorities
Prepare and conduct meetings with FWHP and the Core Planning Teams
Draft Master Economic Impact Plan
Define Heritage Tourism Opportunities
Define Economic Development Opportunities in region
Collaborate with Interpretive Solutions on a comprehensive approach for protection,
enhancement and interpretation of natural, heritage, cultural, historic, scenic, and
educational attractions within the Parkway
Integrate State and local plans where appropriate
Define strategies and plan for conservation
Describe actions and government, public and private organization
Select and prioritize options and alternatives
Identify resources and sources of funding where appropriate
Define strategies
Make recommendations for implementation
Establish desired organizational structure based on successful, comparable NHAs
Define Roles and Responsibilities
Plan to create and expand partnerships
Complete a detailed Business Plan to implement prioritized strategy
recommendations
Identify funding sources/mechanisms for the Parkway
Inventory Existing Tourism and Economic Development Opportunities
Analysis/Economic Potential Impact
Identify Metrics/Benchmarks for tracking the results of the Parkway’s initiatives
Completion of the identified scope of work as outlined above
Coordination with FWHP Board and stakeholder committees
Final EIP report written and reported to the Stakeholder Committee for the project
Members of Economic Impact Master Plan Core Planning Team:
Aaron Schuette Brown Co. Planning Commission
John Casper Oshkosh Chamber
Wendy K. Hielsberg Oshkosh CVB
Julie Gerczak Green Bay CVB
Sally Graham Green Bay CVB
Jim O'Rourke Historic Allouez -- LF
Larry Ward SW RPC
Robert Moses PdC Chamber - Tourism Coordinator
Patty Wacker PdC Chamber - Tourism Coordinator
Dennis Kirschbaum Effigy Mounds and FWHP Board Member
Patrick Reinsma Dept. of Tourism
Todd Huggins Berlin Chamber of Commerce
Melody Buller Fox Cities Chamber of Commerce
Jim Schlies Fox Cities Chamber of Commerce
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 11
Gil Meiesgeir Portage Canal Society -- Main Street Director, FWHP Board
Jody Kapp TRIPP Museum - Sauk Prairie
Craig Molitor Fond du Lac CVB
Lisa Pauly Fond du Lac CVB
David Connelly Crawford County ED Corporation
Tywana German Sauk Prairie Area Chamber - Executive Director
Bianca Richards Sauk Prairie Chamber Visitor & Promotion Dir.
Wille Pekah Native American Nation
Dawn Eno Spring Green Chamber
Candice Mortara Board -- President -- All
Cynthia Jaggi Economic Development Partners, Principal
Ruth Dumesic Economic Development Partners, Principal
Ann Clausen Interpretive Solutions - Principal
V. OVERVIEW OF ECONOMIC IMPACT PLANNING
PROCESS
In February 2012, the Fox Wisconsin Heritage Parkway (FWHP) issued and RFP for services
and after a comprehensive search and screen process, engaged Economic Development
Partners (EDP) to develop an Economic Impact Master Plan (EIP). The purpose of this EIP is
to chart a course of action and provide meaningful reference materials for FWHP as it invests
effort and resources in pursuit of its mission to preserve, promote and celebrate the heritage
resources along the Fox and Wisconsin Rivers in Wisconsin. The plan must meet
informational needs of FWHP from both an organizational and an operational perspective.
Organizationally, this plan outlines a preferred process that can be utilized to help ensure that
FWHP remains true to its mission, responsive to both opportunities and threats affecting
heritage resources, and engaged with the public and the myriad of municipal and private
organizations in the region. Operationally, this plan establishes goals and objectives and
recommends specific programmatic strategies and actions reflective of those that should
position FWHP for fulfillment of its mission and become self-sufficient and sustainable.
This plan meets the stipulations of the FWHP which states that EDP will:
Describe ways to enhance and promote regional heritage, while vitalizing local
identities
Connect the historic, natural and recreational resources from the Great Lakes to the
Mississippi River
Establish tourism itineraries throughout the Parkway based on activities and
interests
Recommend strategies to increase tourism and economic development while
preserving cultural and natural assets
Present comprehensive recommendations and strategies for the management, funding
and development of the Parkway organization
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 12
Identify existing and potential sources of funding for the various initiatives and
strategies
Analyze the ways in which Federal, state, and local programs may best be coordinated
to promote the FWHP area.
This document represents the culmination of a one-year planning process that solicited,
obtained, and made extensive use of public, private, and government involvement.
Specifically, the planning process has involved the direct collaboration with many local,
regional and state organizations, including:
1. Wisconsin Department of Tourism
2. Fifteen - County Core Planning Committee members
3. Convention and Visitors Bureaus throughout the Parkway
4. Business Chambers of Commerce throughout the Parkway
5. Nine Public Awareness Meetings
6. Two One-line Surveys
7. Canoecopia Conference Survey in Madison, Wisconsin (25,000 attendees)
8. Native American Nations within the Parkway (via Willie Pekah)
9. University of Wisconsin-Whitewater, Fiscal Economic Research Center (FERC)
10. University of Wisconsin – Oshkosh, Small Business Development Center
With a completed and approved EIP, FWHP will be well - equipped to move forward on
multiple fronts and make an effective, long-lasting contribution to heritage - based economic
development, preservation of the heritage resources that make FWHP so unique, as well as
education of residents, businesses and tourists alike about the value of the many resources of
the Parkway.
Preparing for the Planning Process
This project includes 15 counties in the state of Wisconsin, as an organization, FWHP that has
been in the conceptual stage for a long time and recently has become very active and prepared
many documents that have guided their mission and vision. It was necessary to review the
existing documentation for the 15 counties within the FWHP boundaries, as well as the
tourism economic data surrounding the many attractions within the Parkway.
Economic Development Partners (EDP) began their planning process by reviewing the
following documents in February 2012:
Reviewed previous FWHP feasibility study
Reviewed FWHP Interpretive Plan draft
Reviewed Economic Development data for 15 counties
Reviewed Tourism Economic Data and attractions
Reviewed the website and other available supporting documentation
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 13
Create a Core Economic Impact Master Planning Committee
A Core Planning Committee to help EDP evaluate the current economic impact and tourism
opportunities within the Parkway and identify new assets that could be developed to enhance
economic development of the Parkway was created.
EDP spent a month talking to various individuals within the Parkway including Convention
and Visitors Bureaus, Chambers of Commerce, Regional Planning Commission, and other
business, and nonprofit and public organizations, including the Native American Nation from
within the Parkway.
EDP interviewed and selected an Economic Impact Master Plan Core Planning Team
consisting of various members of local communities from business chambers, Convention and
Visitors Bureaus, regional planning, museums and heritage attractions from throughout the
Parkway to serve in 2012 as community consultants. (See pages 10-11 for Core Team
members)
The objectives of this committee were to:
1. Identify and assemble the tourism inventories that would attract visitors to the
Parkway
2. Identify target audience segmentation
3. Identify and develop activity-based itineraries aligned with target audience
segmentation
4. Assemble important reference materials such as regional economic plans and
development efforts in order to determine possibilities for collaboration
Laying the Ground Work
Five Core Planning Team Meetings were developed and implemented throughout the
course of 2012. The following are brief recaps of the objectives of each meeting (See
Appendices B - D for full reports.)
March 15, 2012 Economic & Tourism Master Plan Core Planning Team
Meeting.
EDP introduced the FWHP organization and its EIP initiatives to the committee.
At this meeting the public sessions results were reviewed and discussed and the
results of Canoecopia 2012 Paddle Sport Questionnaire were also reviewed.
(See Appendix B for Meeting notes and Appendix L for Canoecopia survey
results)
Additionally, the committee reviewed and discussed the following tourism
segmentation and variables:
o Socio-demographic
o Behavioral
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 14
o Psychographic
o Visitor needs and wants
o Evaluation of visitor spending
o Itineraries for attracting visitors based on experiences
o The impact of a National Heritage Area designation, if obtained.
May 15, 2012 Economic & Tourism Master Plan Core Planning Team
Meeting
EDP discussed the effective approach to economic and tourism impact plan for
the FWHP area. The approach needs to be:
1. Collaboratively created
2. Dynamic
3. Able to guide management decisions related to delivery of services,
products, itineraries to attract visitors/users
4. A tool used for managing change and measuring economic impact
outcomes
5. A tool for tracking visitor expenditures
6. Able to develop an inventory of tourism attractions and economic
impact opportunities
7. Assess and target multiple audiences
(For the full meeting notes see Appendix C)
July 26, and September 18, 2012 Economic & Tourism Master Plan Core
Planning Team Meetings
The July and September Core Planning Committee Meetings (see Appendix D)
were designated as working meetings, solely to identify the various tourism
inventories along the Parkway and to develop itineraries to ‘tie them together’
to expand the time the visitor spends in the Parkway and to encourage overnight
stays. The gateways and anchors to the Parkway were also discussed and
identified. For the convenience of the Committee members, two meetings were
held; one in the Lower and Upper Fox River Region and the other in the Lower
Wisconsin River Region. Each meeting was identical with members working
through their perspectives on the Tourism inventories, Itineraries, Gateways and
Anchors.
Gateways
Gateway – Will be key locations where Kiosk information will provide
visitors quick ways of gaining access to the Parkway and will have
information (QR, maps, etc.) for the immediate areas (including visitor
itineraries, interpretive signage, etc.). The State of Wisconsin has similar
‘gateways’ to the state as their Visitor Information Centers, located at key
highways when visitors enter the State from surrounding states. Example
kiosk location: Prairie du Chien, where visitors enter the state from Iowa
and Illinois and the Riverway from the Mississippi River and Green Bay/De
Pere which also serves as a water gateway from Lake Michigan. (See
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 15
Appendix E)
Anchors
Anchors – Are locations (must be open year around) near Gateways that will
provide visitors year - around indoor facilities with restrooms, parking,
displays, interpretive signage, etc., such as Neville Museum in Green Bay.
Anchors will provide more information on local points of interest,
interpretive themes and itineraries available to the visitors. (See Appendix
F)
Committee members were given the objective to identify and discuss the
Tourism attractions and inventories for their region centered on the various
activity-based themes:
Land-based recreation (hikers, bikers, cross-country skiers, hunting,
etc.)
Water-based recreation. (Paddling, canoeing, kayaking & sailing,
fishing, boating, etc.)
Nature-based activities (walking, geology, wildlife, birding, hunting,
etc.)
Heritage, arts, culture, history, education
Culinary/Agri-tourism activities
Birding
Calendar of Community Events/Activities- Special Events
Family Fun
In additional, the economic impact on the community was discussed to
encourage committee members to concentrate on the key initiatives within
the Parkway which would:
Create more jobs
Encourage economic and tourism development opportunities
Promote health, wellness and fitness for all ages and disabilities
Promote activities for all seasons
Interim Itinerary Development
Prior to the fourth Committee Meeting, Economic Development Partners
(EDP) assembled the information from these meetings into tourism
inventory spreadsheets. These spreadsheets are compiled in Appendix G.
EDP coordinated these spreadsheets with Interpretive Solutions’ thematic
programs to make sure they were consistent with the heritage stories along
the Parkway. The purpose of this effort was to refine the tourism inventories
so that they would support and educate the visitors regarding the heritage
themes that FWHP would be focusing on and educating visitors on in the
future. Additional resource data was compiled on amenities offered, ADA
accessibility, hours of operation, etc.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 16
October 24, 2012 Economic & Tourism Master Plan Core Planning
Team Meeting
At the October Core Planning Team meeting, the tourism inventories were
reviewed for accuracy and refined, so that maps and itineraries could be
created to facilitate the ‘Optimal Visitor Experience’ along the Parkway.
This analysis was designed to communicate and promote the information in
a useful context for the FWHP Board, staff and its existing and potential
future partners. In collaboration with the FWHP stakeholders, Interpretive
Solutions and Economic Development Partners, it was determined that a
‘web-based’ itinerary tool would be developed that would be incorporated
into the FWHP’s website. This format was presented to the Committee for
editing, modification and review and approved by them. (See Appendix H
for all itineraries). The Committee recommended that the Parkway Visitor
be given the opportunity to ‘create their own customized itinerary’ within
the website, that would link them to the various communities and heritage
attraction/activities that would be of interest to them and would encourage
longer, more extensive visits to the Parkway, thus enhancing the economic
value of their visit.
VI. CONDUCT PUBLIC ENGAGEMENT WORKSHOPS
In February 2012, seven public workshops were held in communities throughout the Parkway.
The primary goals of these workshops were:
A. To gain feedback and identify actions and input by stakeholders within the various
communities a
B. To work in collaboration with the FWHP Board and Interpretive Solutions (IS) to
introduce the organization’s initiatives at public engagement sessions throughout
the 15 counties in the Parkway.
C. To collaborate with local, regional and state tourism and planning agencies, as well
as Convention of Visitors Bureaus and Chambers of Commerce. Prior to the public
sessions, EDP contacted these agencies to advise them of these public hearings and
to offer a personal invitation to attend these sessions. As a follow up to the
workshop, EDP was able to discuss key areas important to both the Department of
Tourism and the Regional Planning Commissions within the Parkway.
EDP, IS and FWHP worked together to design one workshop invitations and format so each
would be able to gather the information they needed for their specific FWHP project. The
format selected was ‘charette.’ A Charette Procedure is a group idea generating and
prioritizing tool. Its strength is its ability to address several issues at once in a highly
interactive group setting. The charette procedure involves several small groups simultaneously
discussing parts of the "big picture," then passing their ideas on to the next group for
refinement, enlargement, and eventually, prioritization. The charette procedure is especially
useful in the Discovery phase.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 17
The technique is effective for:
Addressing several issues simultaneously
Encouraging active participation
Sharing leadership among group members
Building on ideas generated by others
Keeping discussion active and interesting
Within the charette the large group was divided into four smaller diverse groups. Four
questions were developed in advance that would help identify the differentiating factors. Each
question had a designated facilitator who stimulated discussions and recorded comments on a
large flip chart. After 15 minutes, each group rotated to the next question until all questions
were addressed by each group. Then the boards with their collaborative responses were
placed in front of the group. Each participant was given color-coded dots to rank their top
three responses for each question. This allowed us to report back immediately to the larger
group what their ‘collaborative priorities’ were and how best to proceed.
A brief introduction of the Fox-Wisconsin Heritage Parkway organization was followed by a 2
- hour session that focused garnering knowledge in four key charette areas:
1. Identifying compelling stories within the Parkway (Interpretive Solutions)
2. Identifying land boundaries surrounding the Fox and Wisconsin Rivers (FWHP Board
President)
3. Identifying unique assets, features, activities and products to engage the Parkway
visitors, current and future (Economic Development Partners)
4. Identifying how communities within the Parkway can collaborate to become visitor -
focused and how communities supporting each other can achieve unique experiences
for visitors to the Parkway. (Economic Development Partners)
These sessions provided key information to FWHP as well as a reliable link to local
communities, and to supply locally - driven energy and direction. In that regard, IS and EDP
were tasked to formulate the foundation of the heritage development plans that outlined ways
in which the communities’ heritage resources could be preserved, interpreted, and developed in
a manner that would stimulate economic opportunity in the region.
The results of these public sessions are attached as Appendix I. The local heritage information
and perspective gained from the public sessions in this first phase furnished a substantial
amount of data and information upon which the second phase of the planning effort was built.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 18
VII. CONDUCT 15 SITE ASSESSMENTS FOR BUSINESS AND TOURISM
EDP conducted 15 site assessments – April 30 through May 4, 2012. The goals of the site visits
were to:
1. Identify business and economic development opportunities throughout the Parkway
2. Begin developing a comprehensive inventory of assets within the FWHP to attract
visitors to come and stay in the Parkway
3. Identify and develop collaborations within the Parkway with organizations,
businesses and other resources.
Process
Interview and Site Visits
EDP viewed 15 different locations along the Parkway and interviewed the following
individuals/organizations to identify assets that will attract visitors to the Parkway and provide
these visitors with an itinerary of attractions for repeat and longer stay visits and businesses and
other resources within the Parkway to partner with FWHP. (See Appendix J)
Green Bay-April 30, 2012
Julie Gerczak, Director of Tourism and Visitors Services*
Greater Green Bay CVB
920-494-9597
Sally Graham*
Visitor Services Coordinator
Greater Green Bay CVB
920-405-1127
Aaron Schuette
Brown County Planning Commission
920-448-6480
*Julie and Sally gave EDP a tour of the city including and heritage attractions
De Pere/Allouez - April 30, 2012
Jim O’Rourke, Board Member*
920-660-7325
Email:[email protected]
*Jim gave EDP a tour of de Pere and Allouez including tourist and heritage attractions
Appleton – May 1, 2012 (Outagamie, Calumet, Winnebago Counties)
Melody Buller, Executive Vice President
Fox Cities Chamber of Commerce
920-734-7101
Larry Burkhardt
Economic Development Officer
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 19
EDP took their own tour of Appleton to see the tourist and heritage attractions
Fond du Lac – May 1, 2012
Craig Molitor, President
Fond du Lac Convention and Visitors Bureau
171 S. Pioneer Road, Fond du Lac, WI 54935
920-923-3010
Lisa Pauly*
Director of Operations and City of Fond du Lac Historic Preservation Commissioner
*Lisa Pauly took EDP on a tour of Fond du Lac’s tourist and heritage attractions
Oshkosh May 2, 2012
John Casper
Executive Director
Oshkosh Chamber of Commerce
920-303-2265 #18
Wendy Hielsberg
Executive Director
Oshkosh Convention and Visitors Bureau
920-303-9200
EDP took its own tour of Oshkosh to evaluate the tourist and heritage attractions Portage – May 3, 2012 (Portage and Marquette counties- Endeavor, Princeton, Ripon, Green Lake,
Pardeeville, Montello and Portage)
Gil Meisgeier*
Portage Canal Society
608-334-4207
*Gil provided EDP with a tour of Portage and the Marquette counties tourist and heritage
attractions.
Sauk Prairie (Sauk City/Prairie du Sac and Merrimac) – May 3, 2012
Tywana German
Executive Director
Bianca Richards
Tourism Promotions Director
Sauk Prairie Chamber of Commerce
608-643-4168
*EDP took their own tour of Sauk Prairie to evaluate the tourism and heritage attractions.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 20
Spring Green, Muscada and Boscobel – May 4, 2012
Dawn Eno
Executive Director
Spring Green Area Chamber of Commerce
Sara Young
American Players Theatre
Marsha Nachtigal
Lower Wisconsin Riverway
*EDP took their own tour of Spring Green to evaluate the tourism and heritage attractions.
Prairie du Chien – May 4, 2012
Robert Moses
Executive Director
Prairie du Chien Area Chamber of Commerce & Tourism Council
Patty Wacker
Prairie du Chien Area Chamber of Commerce & Tourism Council
Dennis Kirschbaum
Volunteer and FWHP Board Member
*EDP took their own tour of Prairie du Chien to evaluate the tourism and heritage attractions.
Appendix J is a comprehensive inventory of tourism and heritage attractions, as well as businesses and
other area opportunities that was gathered in these interviews with Chambers of Commerce, Convention &
Visitors Bureau representatives, Regional Planning Agencies, museums, art gallery owners, and other
communities members met while interviewing and touring the 15 communities.
Analysis As a supplement to the interviews and tours, EDP gathered more information from each of the 15
sites including collecting and reviewing publication, brochures, and other area information
gathered from the Chamber or Convention and Visitor Bureau offices, and a comprehensive
website review of all of the community’s information posted online.
All this information was presented to EDP’s Core Planning Committee in their July meeting to
discuss:
1. Which communities can best provide FWHP with business and economic development
opportunities?
2. What are the assets within the Parkway that will attract visitors to come and stay in the Parkway?
3. What organizations, businesses or other resources would be beneficial for FWHP to development
strong partnerships?
The goal of the July meeting was to discuss the findings for the site visits, tours, literature and on-
line research to develop itineraries that would meet at least one of these three variables. At this
meeting, the answers to these questions were discussed and agreed upon:
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 21
1. Which communities can best provide FWHP with business and economic development
opportunities?
a. Every community within the Parkway offers unique opportunities with both businesses
and the individual community. Working together to strengthen the Parkway’s presence
can present economic opportunities for both the business and community development
and for FWHP.
2. What are the assets within the Parkway that will attract visitors to come and stay in the Parkway?
a. There are many assets within the Parkway that can attract visitors. Packaging these assets
to targeted audiences is the best way to attract additional visitors. The target audience
identified by EDP’s Core Planning Committee includes:
i. Land-based Users
ii. Water-based Users
iii. Nature-based Users
iv. Heritage, Arts and Culture Enthusiasts
v. Culinary Tourism
vi. Agritourism
vii. Birding
viii. Family Fun/Calendar of Community Events/Activities-Special Events
b. FWHP needs to be the conduit that connects the communities to these tourist attractions.
A web site that provides these target audiences with the information they need to visit the
Parkway would help all communities attract the specific target audiences to the attractions
within their community.
3. What organizations, businesses or other resources would be beneficial for FWHP to development
strong partnerships?
a. Community Chambers/Convention & Visitors Bureaus
b. Economic Development Agencies
c. Tourism-related businesses within communities
i. Lodging
ii. Dining
iii. Various heritage, museums, wildlife parks, etc.
iv. Water based businesses (boat rentals, paddling excursions, etc.)
v. Art galleries, music, theater, etc.
vi. Retail shops focusing on local foods, nature trails, land based sports, water based
sports, etc.
Deliverable EDP’s Core Planning Committee focusing on the Parkway, and armed with tourism and heritage attraction
information from their specific community, began working on area activity-based itineraries. The
members of the committee were divided into the three key river segments (Lower Fox, Upper Fox and
Lower Wisconsin Rivers) and represented the segment they were most familiar with to begin formulating
as a group tourist and heritage itineraries that FWHP could promote throughout the Parkway of these 15
Sites. (Appendix G represents the first phase of the itinerary development).
Challenge As progress was made in July, August and September on the itineraries, one of the challenges identified for
FWHP was how could they promote these itineraries and connect the Parkway communities together.
EDP researched how other heritage organizations, encompassing multiple counties, effectively promote
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 22
their tourism and heritage assets. It was found that many of the heritage organizations have focused on
promote their tourism and heritage assets with a dynamic website. After looking at many heritage websites,
one was found to be a model that would meet many of the criteria that FWHP would need to promote the
itineraries and connect the Parkway communities together and while still keeping true to its heritage
mission (see Appendix M for more information about this website).
The Model Website
Final Itineraries
With this direction, EDP with its Core Planning Committee, developed itineraries for each tourism segment
can be linked back to the respective community and linked to heritage attractions within these
communities. This direction will give FWHP the tool it needs to connect to each community within the
Parkway.
A brief sample of one of the itineraries – birding – is provided below (see Appendix H for all the itineraries
developed).
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 23
ITINERARIES – WHAT FWHP VISITORS CAN DO
BIRDING ALONG THE FWHP
The Fox Wisconsin Heritage Parkway is home to a vast number of bird species, both native and
migratory. Wisconsin is the third leading bird state in the United States, just behind Minnesota
and Michigan. The state has 400 species in 46 families, 36 of the 246 species are endemic to
North American and are represented in Wisconsin There are numerous sites and facilities where
you can view and learn about birds and makes FWHP especially noted
for one of the nation's most significant migratory bird routes. There
are numerous wildlife preserves, parks, reserves, sanctuaries and
arboreta that provide important bird habitat and make great bird
watching locations.
Birders of all experience levels and interests will find that there are
places throughout the FWHP that provide excellent bird watching
opportunities. Starting from Green Bay’s L.H. Barkhausen Waterfowl
Preserve in the Lower Fox River to the Heckrodt Wetland reserve
between Appleton and Menasha in the Upper Fox River and traveling
through the Lower Wisconsin River in Montello and Sauk Prairie, known for its eagles, to the
effigy Mounds National Monument in Prairie du Chien that has 2500 acres of birding habitat, are
just a few of the key areas for viewing birds along the riverways.
There are numerous parks in the FWHP, all have extensive woodland, wetlands, meadows,
marshes and other bird habitat. County and municipal parks also provide great opportunities for
birders to enjoy some of the region's outdoor assets.
There are several PA Important Bird Areas (IBAs) in the FWHP that provide excellent birding
opportunities. The most significant is the entire Lower Wisconsin River running from Sauk Prairie
through its entire length to the Mississippi River and in the Wyalusing Park. The beginning of the
Lower Fox River where it meets Green Bay waters, is another IBA in the FWHP.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 24
Map of Fox Wisconsin Heritage Parkway IBA Birding Sites
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 25
Birding
Sites
Location
Number
on Map
FWHP Heritage Resources
1000 Island
Environ-mental
Center
Kaukauna
1
1000 Island Environmental Center
This Center provides the public a place to enjoy
its many trails, including a handicap accessible
blacktop trial and an eagle observation deck. . It
has many miles of trails
L.H. Barkhausen
Waterfowl
Preserve
Green Bay
2
L.H. Barkhausen Waterfowl Preserve
Located along the west shore of the Bay of Green
Bay, this preserve has 920 acres of forest,
meadows and wetlands and is known for its
refuge for a wide variety of waterfowl, wildlife
and plant species with over 9 groomed miles of
hiking.
De Pere Riverwalk
and Wilkdlife
Viewing Pier
De Pere
3
De Pere Riverwalk and Wildlife Viewing Pier
Easily accessible to everybody, including youth,
family, seniors, special needs, and visitors to our
area. Ecologically, this area is excellent for
fishing, sturgeon spawning, and wildlife viewing.
Bald eagles, white pelicans, black crowned night
heron, walleye, sturgeon, and salmon are some
popular visitors to this territory.
Bay Beach Wildlife
Sanctuary
Green Bay
4
Bay Beach Wildlife Sanctuary
The Sanctuary attracts hundreds of thousands of
bird watchers, families and other visitors from
across the USA and many foreign countries each
year. They come to explore and discover nature
while learning the importance of preserving
natural landscapes. First established in 1936 as a
site for waterfowl rehabilitation, the Sanctuary
has grown to offer environmental education
programs to over 10,000 students.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 26
Cofrin Memorial
Aboretum
Green Bay
5
Cofrin Memorial Aboretum - UWGB
With more than 6 miles of trails, the Arboretum
provides food and shelter for wildlife, including
an estimated 45 mammal species, more than 200
resident and migratory bird species, as well as
significant populations of native amphibians,
reptiles, insects, and other arthropods. The
physical proximity to the Bay Beach Wildlife
Sanctuary increases the movement wildlife
between the Arboretum and the sanctuary.
Heckrodt Wetland
Reserve
Appleton /
Menasha
6
Heckrodt Wetland Reserve
Three miles of trails, including nearly 2 miles of
elevated boardwalks, provide access to the
wetland habitat to all visitors to explore and enjoy
bird watching, walking, photography, and
snowshoeing in winter. Wagons and strollers are
available for check out to increase visitor
enjoyment of the hiking trails. Wheelchairs are
available for visitors who may need assistance.
Gordon Bubolz
Nature Preservation
Appleton
7
Gordon Bubolz Nature Preservation
This nature preserve is a 775 acre wildlife
preserve and nature education facility with
various trails to observe birding and other natural
wildlife.
Eldorado Marsh
Wildlife
Fond du Lac
8
Eldorado Marsh Wildlife
Eldorado Marsh consists of over 6,000 acres of
state-owned land. A trail runs through the center
of the marsh, permitting the visitor to observe
wildlife at close range. Waterfowl, songbirds and
other wildlife are common. This marsh is heavily
used by sportsmen and is also used for hiking,
bird-watching and canoeing
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 27
Gottried Prairie &
Arboretum
Fond du Lac
9
Gottried Prairie & Arboretum – UW-FDL
40 acres includes wildlife pond, interactive trails,
walking paths, and monthly education programs.
Located at UW-FDL, the Arboretum is composed
of 37.5 acres of native prairie. Serves as an
outdoor recreation facility including about 0.8
miles of walking trails and an established
interpretive trail with 12 signs introducing visitors
to the prairie community.
Hobbs Woods
Fond du Lac
10
Hobbs Woods
Hobbs Woods is a 60-acre country park devoted
to hiking and nature study. About three miles of
nature trails, which are keyed to a self-guiding
brochure, wind through the park.
Kieckhaefer Park
Fond du Lac
11
Kieckhaefer Park
The park has 120 acres of well-groomed and hilly
trails, woodlands and a small stream. In addition,
the park is a part of the Niagara Escarpment and
has a high ledge with an overlook tower.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 28
VIII. EVALUATE CURRENT FWHP ORGANIZATION AND
MANAGEMENT
Another major component of the planning process involved defining FWHP’s current
management approach, and constructing a recommended management alternative, by
assessing the potential impacts to the natural, cultural, recreational, and socio-economic
environment of the Lower and Upper Fox River and Lower Wisconsin River Parkway. The
recommended alternative would theoretically serve as the overarching approach to guide
FWHP’s efforts in the future.
In order to determine the recommended approach the FWHP management should take in
in the future, it is necessary to evaluate where they want to be in the next ten years. The
FWHP’s existence and its operational capacity are heavily dependent upon reliable
partnerships. The chart below illustrates the framework upon which three distinct levels of
partner relationships exist. The FWHP Board (see Appendix K) and Staff, the Wisconsin
Department of Natural Resources, Local Heritage Societies or Councils, Regional Host
Groups and a FWHP Task Force all contribute at the organizational level where policy is
formulated, strategic planning and process are undertaken, programs are developed, and
management decisions are made. These may be private non-profit organizations, private
enterprises, local governments, and even individuals. While not included in the
organizational framework, community, state and federal agencies with a stake in FWHP’s
heritage resources provide a significant amount of input at both the organizational and
operational levels. Integral to the function of these partners as a cohesive unit is the
coordinating capacity of the FWHP Executive Director, Board and Staff. See Table 1:
Organization
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 29
Table 1: Organization
FWHP Board
FWHP Executive DirectorFWHP Staff
FWHP Tourism/CVBFWHP Committees
Local Heritage CouncilsPreservation Task Force
FWHP Executive Director & StaffFWHP Heritage Tourism Officers
Local Heritage CouncilsPreservation Task ForceRegional Host Groups
Other Local Implementation Partners
Authorizing Level
Organizational Level
Operational Level
Partner Framework
Policy, strategic planning & process, program development, & decision making
Ground Level Programmatic Action
PRIVATE PARTNERS
OTHER GOVERNMENT & PRIVATE PARTNERS
OTHER GOVERNMENT & PRIVATE PARTNERS
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 30
FWHP Board of Directors
Board membership includes roughly equitable representation among interests representing
each of the 15 counties and a heritage preservation, interpretation, and development
emphasis fundamental to the FWHP’s mission. The organization should be managed by an
Executive Director hired by the Board, and core staff who are hired and managed by the
Executive Director. Currently the only employee is an administrative assistant and there is
a search for an Executive Director. It is critical for the Board to find an Executive Director
to help them administrate the initiatives that will be presented by the completion of the
Economic Development and Interpretive Master Plans.
In addition, the board has been discussing the hiring of a community outreach liaison or
program coordinator position to interface with the 15 counties included in the FWHP area.
While no plans currently exist to adding more staff, one additional person may be needed at
a future date to facilitate and capitalize on certain funding opportunities.
In the interim, these duties may be spread among existing staff, Board members and
partners. At this point, outreach with local communities in the FWHP will be performed in
concert between FWHP staff, board members and various business partners, including
Chambers and Convention and Visitors bureaus that represent the 15 counties of the State
of Wisconsin. The partnership with the Wisconsin Department of Tourism is significant,
providing in-kind contributed service that has substantial monetary value and can be
utilized to leverage federal funding and other grants when a non-federal match is required.
Fox Wisconsin
Heritage Parkway
Secretary Treasurer President
Lower Fox River
Minimum of Three
Area Regional/County Planning Commission
Area University
Friend’s Organization
Upper Fox River
Minimum of Three
Area Regional/County Planning Commission
Area University
Friend’s Organization
Lower Wisconsin River
Minimum of Three
Area Regional/County Planning Commission
Area University
Friend’s Organization
Members at Large
Wisconsin Tourism
Wisconsin Dept. of Natural Resources
Native American Indians
State Historical Society
Members at Large
University Student
Business Community
Property Owners
Users of Riverways
Vice President Sergeant of Arms
Advisory Board
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 31
Forming Fox Wisconsin Task Force Teams (FTF)
With the completion of the Economic Impact Master Plan and the Interpretive Master Plan,
both which will identify many opportunities to reach into the communities; it will be
difficult for the Board to manage the many initiatives that will be recommended.
In addition, FWHP needs to include more local participation from each of the counties,
especially businesses and local groups that would be willing to help FWHP and FWHP
helps their community grow. It is recommended that a Fox Wisconsin Task Force (FTF)
team be created and work independently from the Board of Directors to help accomplish or
oversee the many tasks that need to be accomplished in the both short and long-term.
FTF participation should include representation from communities, businesses and
corporations, organization and government agencies, private preservation groups, and
nonprofit groups within the Parkway. The FTF can assist FWHP with strategic planning,
local partner outreach, and other programmatic tasks that need to be accomplished in the
short or long term. The FTF is necessary to help buffer the very real threat that growth
pressures in the region pose to the viability of the region’s heritage capital even in the
absence of FWHP’s own efforts to promote tourism. The interpretation and development
stimulated by FWHP will likely compound these pressures.
FWHP future role will be to serve as a point of contact and central organization for
coordinating among the societies, host groups, the heritage tourism offices, the FTF, and
other heritage constituencies and historic societies. Organizational priorities will drive
programmatic operations for the next 10 years.
Synthesize findings to create updated foundation document
The findings in this report will be collaboratively synthesized by both EDP and Interpretive
Solutions, along with the FWHP to be used to create updated foundation documentation
going forward. Effective communications between the Parkway segment groups (Lower
and Upper Fox River and Lower Wisconsin River) and FWHP decision makers will be
essential to the implementation of the strategies and actions at the organization level to
produce meaningful proven results
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 32
IX. CANOECOPIA PADDLE SPORTS SURVEY - March 9-11, 2012
At the 2012 Canoecopia Conference held at the Alliance Center in Madison, Wisconsin
that had over 25,000 in attendance for the 2-1/2 day show, at the Fox Wisconsin
Heritage Parkway (FWHP) booth, a Paddle Sports Survey was designed, presented and
tabulated by EDP to 109 visitors to the booth. Fourteen questions were asked of
canoeing and kayaking participants to help the organization identify activities,
amenities and other pertinent questions that will help FWHP better position the
Parkway for its visitors.
The majority of paddlers – 54.8% were kayakers and canoeing ranked second place at
42.2%. Most 33% of paddle sports enthusiasts enjoyed their sport once or twice a
month; with another 29% enjoy paddling as often as possible. Of these paddlers there
were multiple preferences on the favorite places that they enjoyed - 26.3% preferred
streams/creeks; 53.9% preferred quiet rivers; 36.8% preferred paddling on lakes and
9% had specific waterways they preferred. (See Appendix L for a full report and
tabulation summary).
X. DETERMINE DESTINATION BEST PRACTICES
Six steps to developing “visitor-focused” best practices:
1. Strategic Heritage Destination Analysis
EDP’s focus in determining strategic heritage destinations is to analyze what the
surrounding community (organizations, businesses, residents, etc.) knows about
what makes a heritage destination important to the potential visitor. What does it
mean to be visitor-centric or visitor focused? What has to occur within the
community to become visitor focused? Will the targeted community support and
work together to achieve a unique experience for visitors? What benefits a heritage
destination will mean to the entire community.
2. Heritage Destination Brand Strategy
The surrounding community has to own/support the heritage destination. The
community needs to determine: What can this heritage destination offer that no one
else can? What makes the destination unique from others? What can be highlighted,
developed or created that will transform the visitor in some emotional way by the
“total visitor experience”?
3. Heritage Destination Design
Working with community partners, the Parkway Community Outreach Coordinator
will help the heritage destination refine their “products.” Questions include: What
does the visitor expect from the destination – from the brand promise? What are
their preconceived notions about the experience? What does the community have
and what do they need to do to fulfill a visitor’s expectations?
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 33
4. Delivering the Optimal Visitor Experience
Delivering the optimal visitor experience includes “the entire” process of selecting,
visiting and returning home after the visit. The community needs to examine all
facets of an optimal visitor experience by asking two key questions. How will the
community work together to deliver the optimal visitor experience – before, during
and after the visit? And, what needs to occur at every “touch point” of the visitor.
5. Marketing the Heritage Destination as Visitor-Focused
EDP believes another important step in the business plan of a visitor-focused
heritage destination is in its marketing. How will the heritage destination be
marketed, as an entire experience, individually or both? What will be the unique
brand and the unique experience or promise? What will be the message that centers
on the brand and the experienced in everything the Fox-Wisconsin Heritage
Parkway and the communities’ do?
6. Analytics and Measures
Critical to any business plan and for long term sustainability, the heritage
destination must constantly measure and adjust the unique experience. EDP
believes that if you can’t measure it, you can’t manage it. How will the experiences
be measured against objectives/goals? How is data collected and shared to achieve
mutual objectives for the heritage destination and its visitors? How will the
effectiveness of the actions be gauged?
Examples of Best Practices Used by Other Heritage Organizations
Website Development – Schuylkill River National & State Heritage Area
– Best Practice
Named one of the top National Heritage Websites, Schuylkill River National
and State Heritage Area’s heritage website was chosen for their excellence in
creative web design, functionality, and usability for the user. This site for the
Schuylkill River Heritage area invites visitors into the landscape of one of
Pennsylvania's most historic rivers. As shown on their home page at
http://www.schuylkillriver.org/, it is very user friendly for visitors looking for
‘places to see and things to do.’
Features include:
Places to Visit
Things To Do
Plan A Visit - A DestinationWizard
Events Calendar
Funding Resources
Find a Heritage Partner
Maps
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 34
See Appendix M for more information about this website.
Partners/Members – San Antonio RiverWalk – Best Practice
Paseo del Rio Association operates The San Antonio River Walk
organization. They provide a number of benefits to their business and
individual members including:
Giving back to the Community – membership helps support over 20
annual events that make the River Walk succeed.
Advertising in their publications and on their website. Business
members receive complimentary listings on their website as well.
Members have networking and voting privileges. They are asked to
share thoughts on issues of concerns and their messages are carried
directly to representatives of city departments, vendors and other
operators along the River Walk. Members receive full voting
privileges for Board of Director elections as well as for other issues
the Board presents to the membership.
Commitment to a Common Future – part of a forward-thinking
organization dedicated to the preservation and promotion of their
Riverwalk
Membership Levels – Platinum $1,000, Gold $750, Silver $500, and
Bronze $300. (See Appendix N).
Organization Chart – Blue Ridge Heritage Parkway – Best Practice
In their management plan, the Blue Ridge Heritage Parkway designed
an organization chart that identifies and connects all the important
private and public/governmental partners with various Board
committees and their task force, as well as the Board members and staff.
This insures that communication is connected to all the important
players and that it flows in more than one direction. This chart can be
seen on Page 129 of this report.
XI. PARKWAY USER PROFILES AND ANALYSIS The Fox Wisconsin Heritage Parkway will undoubtedly attract an array of audiences.
Outdoor recreation enthusiasts, anglers, bird watchers, eco-tourists, heritage tourists,
culinary and agri-tourists, photographers, artists, adventure seekers, educational groups,
and international travelers, among others will be drawn to the Fox-Wisconsin Riverways.
While some avid adventurers may attempt to travel the entire length of the nearly 280-mile
waterway, others will choose to explore one of the three major segments – lower Fox River,
upper Fox River or the lower Wisconsin River, visit short water segments or explore one
community along the Parkway.
Although the Parkway consists of three major river segments, it is anticipated that visitors will
employ multiple modes of travel and access along the Parkway, such as automobile, bicycle,
kayak, canoe, power boat as well as hiking and other winter sports, such as cross-country
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 35
skiing, snow shoeing and snowmobiling. Parkway users will seek outdoor adventures,
moments of serenity, answers to their questions about the waterway’s history, opportunities
to step back in time and imagine influence it has played on Wisconsin’s heritage. Visitors will
approach the Parkway with multiple interests and expectations.
Some visitors may be familiar with the Parkway and already have the information they need
to safely pursue land and water-based experiences. Others may hire outfitters or join tours to
explore sections of the Parkway, or they may take advantage of recreational, interpretive and
educational opportunities provided by numerous communities, public agencies and private
partners throughout the Parkway.
Most visitors will fall within several broad groups, including families; area residents; Indian
tribes; regional, national and international tourists; educators and students; volunteers;
donors; and virtual visitors.
Wisconsinites are active participants in most forms of outdoor recreation. Recreation
participation rates within Wisconsin are higher than most other regions of the country. This
may be attributed to the combination of Wisconsin’s abundant recreation resources as well as
the state’s four season climate, a resource that allows for recreating in every season.
Many users will also fit into one or more of the following specific categories:
TARGET MARKETS
Tourism attractions and inventories for their region centered on the various activity-based
themes they determined were important audience segments:
A. Land-based Users (hikers, bikers, cross-country skiers, hunting, etc.)
More than 20% of the 93 million Americans who participate in hiking, backpacking,
mountain climbing, and camping are enthusiasts who participate frequently. There are
many sources of motivation for these active individuals, including social interaction, a
sense of achievement, a connection with nature, an adventurous spirit, and a focus on
exercise and health.
Hiking. There are almost 30 million hikers in America, of which 4.8 million are
frequent participants. The distribution of participants among age groups is fairly even,
with the highest percentage existing between the ages of 35 to 44 and an average age
of 38. Hikers are balanced between genders, as 55% are male and 45% are female.
Just over half of all hikers are married and 34% have a household income above
$75,000. (See Appendix R– Outdoor Recreation and Silent Sport Survey)
Walking. One of the definitions of hiking is “walking.” Many recreational
organizations have linked hiking and walking into one category because they are so
similar in trails that they use and demographics.
Biking. Recreational biking generates $1.5 billion in economic activity a year in
Wisconsin. 49 % of Wisconsin residents enjoy biking for recreation, making it among
the most popular outdoor activities in the State. Biking recreation currently supports
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 36
more than $924 million in tourism and resident spending each year, of which nearly
$533 million is direct impact occurring annually, such as travel, equipment sales and
restaurant expenditures. Increasing nonresident biking by 20 percent has the potential
to increase economic activity by more than $107 million dollars and create 1,528 full-
time equivalent jobs, mostly in retail, lodging and food service. (See Appendix R –
Outdoor Recreation and Silent Sport Survey)
Hunting. According to the National Fishing and Wildlife Foundation, on the average
a hunter spends $1,896 per year on hunting which is 5.5% of a typical wage earner’s
annual income. Wisconsin is ranked #3 in the U.S. by Annual Hunting-Related Retail
Sales spending nearly a million dollars a year on retail sales with a multiplier effect of
over $.7 billion dollars in sales
Geocaching. A relatively new sport, Geocaching and its economic impact has not be
researched. However, one town in Athens Ohio, feels, “It's been a big hit for us.
We've had a lot of people come from outside the area, and everyone that's traveled in
from out of state has stayed overnight, which has been pretty awesome. Those who
stay in town often venture off and spend money in the uptown area, providing revenue
for our businesses. We don't have any numbers yet or statistics of the economic
impact, I haven't calculated that yet but from what I can estimate, it's been at least a
$500,000 economic impact since June of 2010.” (Quote from the Mayer of Athens,
Ohio in an article about Geocaching in his community.)
B. Water-based Users. (Paddling, canoeing, kayaking & sailing, fishing etc.)
Water-based outdoor activities are among the most popular recreational activities in
Wisconsin. Abundant water resources across the state offer a wide variety of
recreation options from high speed motor boating to lazy lounging at the beach. Just
under half of Wisconsin residents participate in motor boating, visiting a beach, or
swimming in a lake or stream. The Fox Wisconsin Heritage Parkway provides
approximately 280 miles of shoreline for water-based participants, are also popular
areas for water recreation.
C. Nature-based Users (walking, geology, wildlife, hunting, etc.)
Nature-based land activities are those outdoor recreation activities that occur in
undeveloped settings. While limited developed facilities may be used in conjunction
with these activities, the typical nature-based land activity participant wants to
experience natural surroundings. Visiting wilderness areas is the most popular nature-
based land activity in Wisconsin with 38.3% of Wisconsinites participating. Hiking
and camping are also popular with approximately one third of state residents
participating in each. Other less popular nature-based land activities include rock
climbing and geocaching. These activities involve more specialized, technical
equipment and therefore appeal to a smaller demographic than other uses in this
category.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 37
D. Heritage, Arts and Culture Enthusiasts
Today’s cultural heritage travelers are more well-traveled and more well educated
than previous generations of travelers, and they expect more from their travel
experiences—making quality and authenticity more important than ever before. These
same higher expectations and increasing competition for the visitors’ time also mean
that the visitor experience has to make the site or program come alive.
Cultural heritage tourism development is a gradual process that takes a long-term
commitment. These four steps of assessing, planning, preparing and marketing are
ones that successful programs repeat time and time again as they continue to expand
their offerings—and their audience.
E. Culinary Tourism
Culinary tourism occurs when visitors seek to experience cuisine and culture together.
Examples of culinary tourism include wine tourism in California, cheese sampling in
Wisconsin, maple syrup tasting in Vermont, and Cajun food experiences in Louisiana.
A diverse range of businesses including farms, restaurants, gourmet or specialty food
stores, cooking schools, tour operators, breweries, wineries, historical attractions and
many other related businesses across the country have capitalized on their regions’
culturally unique cuisines to attract visitors. Culinary tourism entails travel based in
part or around culinary activities such as farmers markets, culinary festivals, eating
tours, chef-led cooking classes, wine-country retreats, etc.
Culinary Tourism is growing in Wisconsin, and this growth is spurring from the
growing demand for local foods of the new tourist sector. Culinary tourism is defined
as the pursuit of unique and memorable culinary experiences of all kinds. It is much
more than dining guides and restaurants weeks. It encompasses cooking schools,
cookbooks, and kitchen gadget stores, culinary tours and tour leaders, wineries,
breweries, food growers and manufacturers, and more. Authenticity is also of critical
importance to culinary tourists. 81% of culinary tourists make from $40,000 to over
$100,000 annually, 50% have a college degree, 62.7% are female, and their ages range
from 35 to 50 years old. The 2007 Survey of US Culinary Travelers, Travel Industry Association, Gourmet and International Culinary
Tourism Association Identifies, Defines and Profiles Culinary Tourists Segments.
Culinary tourism is not agri-tourism. While the seeds of cuisine are in agriculture,
and agriculture and cuisine are inextricably linked, the two are very different.
Agritourism is a subset of rural tourism, while cuisine is a subset of cultural tourism,
as cuisine is a manifestation of culture.
F. Agritourism
Agritourism is defined as “visiting a working farm or any agricultural, horticultural or
agribusiness operation to enjoy, be educated or be involved in activities happening
there.” Agritourism has seen a rise in popularity in the United States over the past
decade from both farmers and tourists. Agritourism includes a number of activities
that take place on farms including hayrides, pumpkin patches, u‐pick operations, wine
and brewery tours, and food‐based activities (culinary tourism.)
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 38
According to Burdoc (2009), Agri-tourism has four main features:
• Combines elements of the tourism and agriculture industries
• Attracts members of the public
• Designed to increase farm revenue or profitability
• Provides recreation, entertainment, or an educational component to its visitors
When compared to Wisconsin data from the US Census, Wisconsin’s agritourists
(median age of 52 years) are older than the average Wisconsin resident (median age
38.5 years). Agritourists in Wisconsin also have higher levels of educational
attainment and higher household incomes that the average Wisconsin resident.
Median spending during respondents’ last trip involving agritourism was $137.50.
G. Birding
Viewing/photographing birds is an activity popular across all age groups and state
regions—over 40% of Wisconsinites (1,700,000 people) participate in the activity.
Unlike other forms of more active recreation, bird watching is a uniquely serene
pursuit—quiet, non-destructive, and based in a natural setting. Many birdwatchers
value this natural aspect, enjoying the opportunity to be in the fields or woods, away
from the noise and sometimes hectic pace of the city. Interestingly, most birdwatchers
don’t need to go far from home to find this peaceful atmosphere—85% bird watch
within 1 mile of where they live. Other birdwatchers value the educational aspect of
the activity, taking the time to search for new species and learn the different
behaviors, calls, and appearances of different birds. Bird watching is often done as a
family activity, making the sport a uniquely social way to spend time in nature. As the
activity has become more popular, the state has begun to develop bird watching
Parkways. These Parkways often feature driving routes with stopping points to
observe birds and other wildlife. These new Parkways are expected to further increase
the popularity of bird watching. Fifty-two percent of birders are over the age of 45
years-old and 46% are male and 54% are female.
Wisconsin is in the Top 3 states for Bird watching activities with an overall
participation rate of 26%, behind Iowa (33%) and Minnesota (33%). Out of the
1,454,000 birders in the State of Wisconsin, 79% were state residents and 21% were
from out of state. Forty-two percent of birders travel more than a mile from home to
bird watch, visiting both private and public lands. Birders spend money on a variety of
goods and services for trip-related and equipment-related purchases. Trip-related
expenditures include food, lodging, transportation, and other incidental expenses.
These direct expenditures are only part of the economic impact of birding. (Birding – A Silent Sport - Wildlife-Watching Section of the 2006 National Survey of Fishing Hunting and
Wildlife-Associated Recreation [FHWAR] amended July 2009)
H. Eco-Tourists
Ecotourism is a form of tourism involving visiting fragile, pristine, and relatively
undisturbed natural areas, intended as a low-impact and often small scale alternative to
standard commercial (mass) tourism. Its purpose may be to educate the traveler, to
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 39
provide funds for ecological conservation, to directly benefit the economic
development and political empowerment of local communities, or to foster respect for
different cultures and for human rights.
Generally, ecotourism focuses on socially responsible travel, personal growth, and
environmental sustainability. Ecotourism typically involves travel to destinations
where flora, fauna, and cultural heritage are the primary attractions. Ecotourism is
intended to offer tourists insight into the impact of human beings on the environment,
and to foster a greater appreciation of our natural habitats.
I. Virtual Users
The newest, rapidly burgeoning segment of users may not be physically present at all;
such “virtual users” may experience the Parkway solely via electronic media.
Providing engaging, information-rich online experiences is the key to reaching these
users. Fox Wisconsin Heritage Parkway’s website should feature in-depth interpretive
content to educate and excite visitors; interactive elements to help visitors explore the
Parkway and associated resources; and links to additional information and services.
Elements such as maps, downloadable podcasts, still images, video and blogs will
enrich online experiences. The ultimate objective is to inspire these users to plan an
“on-the-ground” (or water) Parkway experience at a site(s) along the Parkway.
XII. HERITAGE AND CULTURAL TOURISM
The industry today encompasses cultural and heritage specialists, who are an important
resource for the travel and tourism industry in providing these customers with accurate,
insightful interpretation of local assets. Communities throughout the U.S. have developed
successful programs linking the arts, humanities, history and tourism. Cultural and heritage
organizations—such as museums, performing arts organizations, festivals, humanities, and
historic preservation groups—have formed partnerships with tour operators, state travel
offices, convention and visitors bureaus (CVBs), hotels, and air carriers to create initiatives
that serve as models for similar efforts across the U.S.
An integral but often invisible component of the cultural and heritage sector are the artists, per-
formers, writers and other creative workers whose skills and vision bring to life our nation’s
genius and ideas. These living traditions are often supported by the cultural and heritage
tourism infrastructure of institutions, galleries, performance spaces and other community
venues that make a significant contribution to economic and community development. The
arts, humanities and heritage involve and benefit local residents in developing the narrative that
creates a sense of place, which the travel and tourism industry can promote, market and brand.
Cultural and heritage tourism also provides a means of preserving and perpetuating our
nation’s cultural heritage through education, increased revenue and audiences, and good
stewardship.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 40
TOURISM PRODUCT DEVELOPMENT
FWHP is a unique position to build some Tourism products for the Parkway.
Uniquely American Experiences
Product development encompasses the preservation, enhancement and promotion of our
nation’s natural, historic and cultural resources. Cultural and heritage specialists can assist the
travel and tourism industry in developing new tour itineraries, regional circuits and thematic
packages of attractions and activities. However, we must first assure that the natural, historic
and cultural resources that are the basis of such products are identified, preserved and
enhanced. Sustaining and developing these historic and cultural resources, which are often
within the public domain, depends in part on the need to increase public and private sector
investment. For cultural and heritage organizations such investment depends on:
1. Adopting sound business practices
2. Increasing advocacy of the economic and social benefits of their assets
3. Diversifying both their product mix and partnerships.
Authenticity and Quality
Historic and cultural attractions express, interpret and preserve our national cultural heritage.
Their contribution to the visitor experience is twofold:
1. The interpretive programs and materials they present must be of high quality,
providing accurate information in engaging and memorable ways.
2. The artisans, performers, writers and artists that bring a place to life for visitors
should meet the highest standards of that community.
The cultural and heritage segments should fulfill their important role in the travel and tourism
industry by increasing understanding of the significance of authenticity and its effect on
visitation, marketing and branding. Travel and tourism industry professionals should recognize
visitors’ desires to experience the “real America,” which can best be done through its historic
sites and monuments, its living traditions and landscapes, museums and other cultural
organizations, and its people.
The Visitor and Resident Experience
The travel and tourism industry and cultural and heritage organizations must work together to
ensure that the visitor experiences available in the U.S. are memorable, visually attractive and
rewarding. Quality design of environmentally sensitive signage, entryways, streetscapes and
public facilities—combined with good interpretation— can illuminate the landscape for the
visitor, provide coherence to the visitor’s experience, and ensure that the tourism infrastructure
is itself a part of a high-quality tourism and resident experience. Good design can also make an
important contribution to safety and security, mitigating the physical and intangible barriers to
visitors by creating a sense of welcome for visitors.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 41
Wayfinding and Visitor Orientation
Advances in technology have created numerous opportunities to guide and orient visitors and
residents to cultural, natural and historic sites and attractions. The growth in technology has
many benefits, but it also threatens to create a digital divide between visitors and sites trying to
meet ever-increasing technological changes. Leadership at the local, state and federal levels
that includes communities, transportation and the various sectors in the cultural and heritage
tourism industry should explore how to integrate and harness technology into a consistent
wayfinding and orientation system. Wireless wayfinding and orientation strategies must
complement maps and highway signage, which should use consistent symbols nationwide to
identify cultural, historical and natural attractions.
EDUCATION AND TRAINING
Cultural Conversations
Education and training forms a bridge between the educational missions of most nonprofits
and the commercial for-profit sectors in the cultural and heritage tourism industry. Community
residents should be among the first contingent of the cultural and heritage visitors, finding out
about themselves, their neighbors and their cultural and heritage assets. In the process of
educating residents about the value of its own place, the for-profit and nonprofit interests in the
cultural and heritage tourism industry can address opportunities to educate their leaders and
staff in crafting a cultural and heritage tourism product that integrates all the ingredients of
place—natural, cultural and historical resources, and living traditions. Educating community
residents is an effective means of using local citizens as tourism ambassadors for a region.
PARTNERSHIP FRAMEWORK
Legal, financial and policy barriers, both real and imagined, to effective cultural and heritage
tourism programs exist at all levels of government. Business and the not-for-profit sector
should work together to support the development and expansion of cultural and heritage
tourism to the maximum extent with appropriate policies, programs and funding. Programs and
policies should enhance and support partnerships as strategic, efficient and effective and
increase federal interagency partnerships, as well as cross-sector state, local, tribal and private
sector partnerships in support of cultural and heritage tourism.
Key Values
The cultural and heritage tourism industry should develop alliances and messages that
effectively convey the public benefits of its industry, including but not limited to economic
value, authentic experiences, and “sense of place.” In policy, programs and process, leaders
should advocate for and implement policies that also align with public values of diversity,
accessibility and sustainability. Public policymakers, the cultural and heritage tourism industry
and private leaders should recognize and actively address the needs of preserving, protecting
and sustaining the broad array of cultural, natural and historic resources and creative talent that
form the backbone of our national identity.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 42
Investment
Public sector development policies and programs often do not acknowledge cultural and
heritage tourism strategies as true sustainable development in terms of job creation, tax
revenue and leveraged investment. There is therefore a broad lack of understanding of this
sector by public agencies, and insufficient community and entrepreneurial assistance available
in the form of grants and loans, tax incentives, sales and marketing support, and similar
mechanisms to help the travel and tourism economy be competitive and viable. Civic,
government and private sector leaders should build on policies at the state, local and federal
levels to foster complementary strategies, tools and resources to encourage and leverage
private investment in cultural and heritage tourism and support citizen volunteerism.
Stewards
The stewards of natural, cultural and historical assets must be assured that cultural and heritage
tourism respects the traditions, values and sensitivities associated with these assets. They must
believe that tourism and other development activities provide sustainable benefits that do not
sacrifice the integrity of a community’s assets for greater marketability. Sustainability
addresses both programmatic needs, and the viability of the resources themselves.
Strengthening local leadership and support from all the stakeholders is key to striking a balance
between an optimal visitor experience and economic opportunity and the needs of the
community to preserve and sustain its historic, cultural and natural resources.
Sustainability
The implications of tourism and other development should include impacts not just on natural
resources, but also on historic and cultural resources such as the built environment and local
ways of life that attract visitors to a destination. In planning for tourism, the stakeholders
should anticipate developmental pressures and apply limits and management techniques that
sustain natural resources, heritage sites and local culture and institutions. Sustainability should
conserve resources; respect local culture, heritage and tradition; focus on quality balanced with
economic opportunity for residents; optimize the visitor experience through a creative mix of
cultural, natural and historic resources; and measure success not in numbers alone, but also in
the integrity of the experience that contributes to economic viability of the institutions,
resources, community and its residents.
Access with Minimum Impact
The cultural and heritage tourism industry should work with local communities to find ways to
ensure visitor access to natural, historic and cultural resources in ways that will avoid
damaging or destroying those resources. New technologies (e.g., lightweight viewing platforms
in fragile landscapes, specialized vehicles, software) and creative management practices (e.g.,
conservation easements, design guidelines) should be used wherever possible to minimize
impact. Representatives of the industry should be a voice for resource protection as well as
promotion.
Cultural Stewardship
Poorly planned tourism development can endanger not only a destination’s environment, but
also the very culture of the people who live there. Local cultural organizations should:
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 43
1. Work with the travel and tourism industry to improve visitor awareness of the need
to preserve natural, historic and cultural resources by minimizing the impacts of
visitation.
2. Expand or develop training and outreach programs for all the stakeholders in
cultural and heritage tourism to address planning, marketing, product development,
technology, economic opportunity and their effects on sustainability
3. Focus on educating government agencies, civic leaders, natural resource managers
and others on the inherent potential of cultural, natural and heritage assets, and the
need for investment in these assets, to provide educational value, recreation
opportunities and a stimulus for community and economic development.
Stakeholders in Stewardship
In planning and executing development, the involvement of stakeholders—local community
leaders; resource managers; cultural and heritage institutions; artists, interpreters and
performers; tourism, business and other representatives—is key to creating and sustaining
cultural and heritage tourism projects and resources. Sustainability requires investment in fi
ne-tuned assistance like micro-lending institutions, common venues, and Internet sales and
marketing, as well as in other areas to help communities and individuals participate and stay
viable in the tourism economy. Sustainable cultural and heritage tourism should strive to give
local stakeholders more control over their product mix and their story, and instill an ethic of
inclusiveness and sense of participation in a larger global enterprise.
XIII. ACTIVE OUTDOOR RECREATION CREATES ECONOMIC GROWTH
Americans spend money, generate jobs, and support local communities when they get
outdoors. Simple, healthy outdoor activities such as hiking, biking, camping, paddling or
bird/wildlife viewing generate enormous economic power.
Wisconsin offers spectacular recreation opportunities especially along the Fox and Wisconsin
Riverways that bring in tourist dollars from out-of-state active outdoor recreation enthusiasts.
According to a report generated by the Outdoor Industry Foundation, Wisconsin’s active
outdoor recreation economy:
Contributes over $9.7 billion annually to Wisconsin’s economy
Supports 129,000 jobs across Wisconsin
Generates $570 million in annual state tax revenue
Produces $7.5 billion annually in retail sales and services across Wisconsin –
accounting for nearly 4% of gross state product
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 44
Wisconsin has a large base of active outdoor recreation enthusiasts:
Activity Category
Number of
Participants
Percent of Population
BICYCLING
• Paved-road bicycling
• Off-road bicycling
1,524,056
36%
CAMPING
• RV camping at a campsite
• Tent camping at a campsite
• Rustic lodging
1,133,121
27%
FISHING
• Recreational fly
• Recreational non-fly
909,947
20%
HUNTING
• Shotgun
• Rifle
• Bow
578,004
13%
PADDLING
• Kayaking (recreational, sea, or
whitewater)
• Rafting
• Canoeing
786,937
19%
SNOW SPORTS
• Downhill skiing
• Snowboarding
• Cross-country or Nordic skiing
• Snowshoeing
530,253
13%
TRAIL
• Trail running on an unpaved trail
• Day hiking on an unpaved trail
• Backpacking
• Rock climbing (natural rock or ice)
1,040,242
25%
WILDLIFE VIEWING
• Bird watching
• Other wildlife watching
2,159,000
48%
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 45
Table 2: 2010 – 2011 Parkway County Tourism Expenditures
Source: Wisconsin Department of Tourism, 2011 County by County Tourism Expenditures Report
OPTIMAL VISITOR EXPERIENCE
The optimal visitor experiences are those that are tailored for a specific audience. EDP and
their Core Planning Committee (representing businesses, chambers and convention and
visitors bureaus throughout the Parkway), evaluated the results of the public hearings held in
February of 2012, various on-line and convention surveys, and through discussions with the
Board of Directors to determine what would be the ‘Optimal Visitor Experience’ itineraries
that the Parkway should develop. The following itineraries were recommended:
Hiking/Trails
Camping
Biking
Birding
Culinary and Agri-Tourism
o Farmers Markets
Waterways
o Access
o Boat Rentals (kayaking/canoeing)
o Fishing
Winter sports (skiing, snow shoeing)
Other land sports
o Horseback riding
o Geo-cashing
o Lighthouse tours
o Driving
County 2010 2011 2010 2011 2010 2011 2010 2011 2010 2011
Wisconsin $9,197.3 $9,897.7 180,608 181,369 $4,292.2 $4,418.5 $1,202.1 $1,270.9 $917.6 $951.7
Brown County $480.0 $536.9 10,949 11,339 $367.0 $383.3 $76.5 $82.2 $93.2 $97.9
Calumet County $23.2 $23.8 620 609 $11.1 $11.4 $3.2 $3.3 $1.8 $1.8
Columbia County $88.3 $106.0 1,585 1,747 $29.8 $33.0 $11.9 $13.2 $6.9 $7.7
Crawford County $33.0 $37.2 681 713 $11.7 $12.4 $4.9 $5.3 $3.2 $3.4
Dane County $817.7 $893.7 18,688 18,984 $467.1 $484.3 $114.5 $121.9 $90.6 $94.8
Fond du Lac County $84.4 $103.6 2,146 2,368 $46.5 $50.7 $12.5 $14.1 $8.0 $9.0
Grant County $39.7 $40.0 950 896 $18.8 $18.7 $5.1 $5.2 $3.1 $3.0
Green Lake County $28.9 $32.7 687 716 $12.0 $12.9 $4.6 $4.9 $2.8 $3.1
Iowa County $29.2 $29.6 432 418 $10.1 $10.2 $2.9 $3.0 $1.6 $1.6
Marquette County $16.0 $18.1 273 285 $4.1 $4.3 $2.2 $2.3 $1.2 $1.3
Outagamie County $260.1 $283.3 6,217 6,265 $137.3 $141.9 $36.5 $38.6 $24.0 $25.0
Richland County $15.2 $16.8 304 310 $5.9 $5.9 $2.0 $2.1 $1.2 $1.2
Sauk County $754.2 $809.6 10,495 10,449 $195.0 $204.1 $96.3 $101.8 $63.0 $66.7
Waushara County $61.4 $59.8 926 840 $13.8 $12.5 $7.0 $7.0 $4.1 $3.8
Winnebago County $189.6 $201.7 4,645 4,615 $102.8 $105.7 $25.5 $26.7 $16.6 $17.3
Visitor Spending Employment Labor Income State and Local Federal
Millions Millions Millions Millions
Visitor Spending and Impacts
Wisconsin and Counties
Taxes
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 46
These itineraries were then discussed, reviewed and written in a form that would be easily
transferable into various communication vehicles, such as maps, FWHP’s website, Social
media pages, and other on-line media, brochures, etc. A number of discussions focused on
how to format this massive amount of information that needed to be communicated to
Parkway visitors without overwhelming them with information. Interpretive Solutions
examined websites and telephone applications in one of their Core Planning Team meetings.
Economic Development Partners did the same with their Core Planning Team. Through a
comprehensive search of other similar organizations, a format was designed that made it
simple for visitors to quickly understand and develop their own itinerary within the Parkway
based on the ‘Optimal experiences and activities’ they enjoy – paddling, heritage attractions,
dining, etc.
Transforming the itineraries into the new, unique format that would be easily used by Parkway
visitors, Economic Development Partners had to determine what would be the best vehicle to
communicate to its visitors the many diverse assets of the 15 counties that surround the
waterways of the Fox River (Lower and Upper) and the Lower Wisconsin River. It was
determined in a joint meeting between Interpretive Solutions, FWHP Executive Director,
Candice Mortara, and Economic Development Partners, that we incorporate the ‘best practice
elements’ from several visitor websites and develop a ‘hybrid’ for FWHP visitors to develop
and customize their own itinerary for discovering elements of the Parkway based on their
interests and activities they enjoy.
The FWHP itineraries were re-formatted into a User – Friendly format that includes:
Basic Description of the Activity with associated icon within the Parkway
Basic Safety Practices of Activity
Links for more information related to the Activity
Maps of the numbered itineraries associated along the Parkway or by its three
segments along the Parkway (Lower Fox, Upper Fox and Lower Wisconsin
Rivers)
Information about the Community in which the Activity is located (This will
be the Community’s Responsibility to Provide FWHP)
Information about the Heritage/Attractions, etc. associated with the specific
Activity (i.e., name of park, information about hours, etc.)
Indications of Gateways and Anchors into the Parkway
List of ADA accessible activities and attractions, amenities, hours, etc.
making it easy for the visitor to plan their visit
Special Events all through the Parkway will be featured in a Calendar of Events. Throughout
the Parkway, there are numerous special and cultural events that take place year-round. It is
recommended that the website have a master calendar that various community partners can
place information about their special events within the Parkway community on a monthly
basis.
(All FWHP itineraries can be found in Appendix H).
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 47
XIV. FWHP ECONOMIC GROWTH: STRATEGIC FRAMEWORK
Vision Statement
The purpose of the Fox‐Wisconsin Heritage Parkway is to exemplify and promote the natural,
recreational, and historic resources within the Fox and Wisconsin River corridor and create
additional opportunities for historic interpretation, recreation, and conservation.
Strategic Framework
This plan provides a framework for identifying economic development and promoting
Parkway lands and other corridor resources for the purposes of increased tourism and
recreation, historic interpretation, economic growth and conservation opportunities and makes
recommendations for additional recreational developments based on the linear nature of the
Parkway.
Promotion and marketing of existing historic and recreation sites using a comprehensive
system‐wide approach of heritage preservation and interpretation, and developing connections
between sites will help unify the river corridor and complement the Fox‐Wisconsin Heritage
Parkway programs by creating a focal point for action and resources and a regional and
national destination.
The implementation strategies and recommendations outlined below are based on the
complete analysis of the inventories and trends researched for the study. Since the baseline
strategies offer the ability to be efficiently implemented within a short period of time, these
actions will lead to an increase in technical support capacity as well as verifiable long-term
increase in economic development and tourism impact among the identified business and
tourism sectors located within the Parkway. It is important to note that these goals will be
updated and expanded as the plan is implemented and additional knowledge is gained.
In a fast-moving, knowledge-based economy, place matters!
The Fox Wisconsin Heritage Parkway’s existing place-based assets today provide the
foundation for a powerful economy. The preceding Vision offers a picture of the Fox
Wisconsin Heritage Parkway’s future, and a target to guide the Parkway’s assets and
competitive advantages toward a prosperous tomorrow. The Strategic Framework that follows
in this section creates the roadmap to get there; a tool to guide economic development actions,
areas of focus, and specific initiatives.
The Strategic Framework is organized into a three-layer hierarchy consisting of:
“Strategic Directions” – The five Strategic Directions provide a “superstructure” to
categorize and organize economic development focus areas and goals
“Initiatives” – Each Strategic Direction includes several Initiatives which are more
specific and more tactical areas of focus
“Action Items” – Each Initiative includes a number of Action Items that should guide
the actions of day-to-day implementers within the FWHP – Board, staff and partnering
organizations
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 48
STRATEGIC DIRECTIONS:
The Initiatives and detailed recommendations that fall under the Strategic Directions may
change as new challenges arise and opportunities present themselves. However, the broader
Strategic Directions will remain to provide a clear and constant set of overarching goals and
directions to guide how to shape the FWHP’s economy over the next several years.
1. ADVANCE AND INCREASE THE OPPORTUNITIES FOR
INTERPRETATION of the Parkway’s Stories and Assets.
2. ADVANCE ECONOMIC AND TOURISM GROWTH OPPORTUNITIES within the Parkway.
3. ADVANCE PUBLIC HEALTH, ENVIRONMENTAL STEWARDSHIP of the water and land through research, innovation and
education.
4. BUILD BRAND, IDENTITY AND SENSE OF COMMUNITY.
Implement FWHP brand and create a stronger, more unified community
identity.
5. LEVERAGE LOCATION, COLLABORATATION AND
SUSTAINABILITY ACROSS THE PARKWAY. Utilize FWHP’s
strategic location across the State as an asset, and collaborate with regional
partners and neighboring communities for efficient implementation.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 49
STRATEGY #1 ADVANCE AND INCREASE THE OPPORTUNITIES FOR
INTERPRETATION of the Parkway’s Stories and Assets.
To present the stories and themes of the rich history of the FWHP, though a balanced and
cohesive interpretation plan across the Parkway;
Improve perception and understanding of interpretative stories along the Parkway
Promote the Parkway Statewide, nationally and internationally;
Create new opportunities and develop existing events and assets as launching pads for
creating more awareness of the Parkway. (This information is the culmination of strategies
and recommendations from Interpretive Solutions)
Initiatives and Action Items
1.1: Provide formal Gateway kiosks throughout the Parkway.
Recommendations:
Year 1: Explore potential kiosks sites: permits, partnerships, etc.
Year 2-3: Install 3 kiosks
Year 3-5: Install 3 kiosks
Year 5-10: Additional kiosks
1:2: Identify Anchor Institutions throughout the Parkway
Recommendations:
Year 1: Install pilot anchor unit in Neville Museum
Year 2-3: Install anchor units in Portage Welcome Center & one other (LW)
Year 3-5: Additional anchor units
1:3 Develop and Utilize a mobile kiosk for Marketing of the FWHP
Recommendations:
Year 1: Create a mobile “kiosk” that sets up quickly and can be used as a booth
wherever a Parkway presence is needed.
Year 3-5 Explore the possibility of a more elaborate portable kiosk, possibly a small
cart that can be towed, or a van with Parkway graphics, etc.
1:4 Develop media projects that support and Increase the Opportunities for
Interpretation of the Parkway’s Stories and Assets to enhance the capacity of
communities and local businesses to preserve and to develop heritage resources and to
become stronger partners in Parkway tourism efforts
Recommendations:
Year 1: Web-based itinerary planning tool
Year 1: Social media program (contracted to others)
Year 1-2: Work with vendors to produce video series highlighting Parkway
communities
Year 2: Mobile phone application
Year 3-5: Social media program (in-house; FWHP employee
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 50
1:5 Identify and Develop Interpretive programs that support and Increase the
Opportunities for Interpretation of the Parkway’s Stories and Assets
Recommendations:
Year 1-ongoing: Provide formal support for preservation and restoration of the
Portage Canal
Year 1-ongoing: Provide formal support for the Ho Chunk Nation to acquire Badger
Army Ammunition Plant lands
Year 1: Sponsor/facilitate a meeting of all interested parties regarding John Muir
County Park: how to enhance/strengthen interpretation of Muir’s legacy.
Year 1: Rent/repurpose Neville Museum’s former temporary exhibit on the War of
1812 for use in Portage’s new Welcome Center.
Year 1-2: Water Taxi, Green Bay-DePere (proof of concept)
Year 3: If sustainable: water taxi with onboard interpreter (student interns)
Year 1-2 : Partner with Arts Wisconsin and Upper Fox communities to create mural
program interpreting the historical industries of each river town: fur & leather, stone,
steamboats, cranberries, etc.
Year 1-3: Overnight stays in lock tender houses (or other buildings); thematic
interpretation
Year 1-3: Work with the Menominee Nation to interpret their sturgeon history
Year 1-3: Partner with Winnebago County Historical and Archaeological Society to
create an interpretive plan for Butte des Mort’s Grignon Hotel (if they acquire it)
Year 1-3: Create a booklet for boaters new to the lock system to provide more
information about how to access the locks, the protocols for locking through, and
interpretive material on each lock and the whole system.
Year 3-5: Partner with Indian Agency House, Surgeons Quarters and the City of
Portage to create a “Fort Winnebago Historical Site” that links all fort-related assets
for joint interpretation. Methods to be explored: could include a website, brochure,
and even a physical trail linking the sites.
Year 3-5: Guided paddling trips on the Lower Wisconsin
Year 3-5: Camping 101, Backpacking 101, Fishing 101, etc.: weekend fee-based
programs for families to teach outdoor recreational skills (student interns/DNR
partnership and perhaps others, including Ice Age Trail)
Year 3-5: Facilitate area factory, farm, hydro and water treatment plant tours
Year 5-5: Voyageur interactive trips with costumed interpreters
Year 5-10: Partnered program (TBD) interpreting the PCB cleanup (exhibit, website,
film, etc.)
Year 5-10: Partner with IAH, City of Portage, UW-Madison and others to recreate
historical traditional prairie at Indian Agency House
Year 5-10: Explore partnership with community theater groups to present dramatic
interpretation at Grignon Mansion, Kaukauna
Year 10 and beyond: Floating visitor center
1:6: Develop, design and install interpretive signage
Recommendations:
Year 1: Enhancements to the Marquette-Joliet granite marker on the Wisconsin River
in Portage
Year 1-3 (on-going) : Develop partnered interpretive signage program, working with
partners to develop new content for existing signage infrastructure
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 51
Year 1-3: Onsite interpretation of Vulcan Power Plant replica, Appleton
Year 3-5: Install a vertical pole – a giant measuring stick – in each lock wall so that
boaters could observe the depth of the water as they are raised or lowered in the lock;
include a profile of the entire system.
Year 3-5: Install signage interpreting the Military Road at 6 locations within the
Parkway
Year 3-5: Partner with City of Portage to install new signs in the wayside across Rt.
33 from Surgeons Quarter to show historical images and location of Fort Winnebago.
Year 5-10: When all Fox River locks are restored, partner with FRNSA to interpret
the lock system and each lock.
1:7: Develop educational programs that support the Mission and Vision of the Parkway
Recommendations:
Year 1-ongoing: Support education on water quality, water safety, sharing the river,
Leave No Trace (LTN), health benefits of the Parkway, etc.
Year 1: Sponsor annual History Day contests and awards: river themes. Connect with
business partners to provide prizes for river-based projects.
Year 3-5: No curriculum-based programming until FWHP staff includes Educational
Specialist. Board will need to set direction; research needed to determine community
educational needs. Potential focus on homeschoolers and “after schoolers”
(supplemental programming for kids in regular schools) rather than school curricula.
Year 5-10: Appleton Lock #1 as field trip destination
Year 5-10: Create STEM programming (Science, Technology, Engineering & Math)
for high school students based on the PCB cleanup, the fight against aquatic invasive
species(AIS), the engineering and construction of the lock system, paper manufacture,
etc.;
Year 5-10: Explore potential for multi-day, sleep-away environmental education/river
ecology workshops for school children
1:8: Continue to conduct oral history research
Recommendations:
Year 3-5: Explore with Wisconsin Humanities Council and others the possibility of
establishing an ongoing, carefully planned program of oral history research, to include
participants in the PCB cleanup
Year 5-10: If feasible, oral history research continues
1:9: Develop special events that support the Parkway
Recommendations:
Year 1-ongoing: Annual River Summit
Year 3-5: Explore potential for an annual mini-Rendevous re-enactment event at
Charles Grignon Mansion, Kaukauna
Year 3-5: Explore the possibility of a biennial multi-day reenactment of the
Marquette & Joliet journey from Green Bay to Mississippi River with overnight
encampments, daily contests (axe throwing, etc.); citizens in costume, etc. Possible
pilot in Year 5.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 52
1:10: Parkway recreation adapted for all abilities
Recommendations:
Year 1: Install 7 handicapped accessible kayak landings
Year 2-ongoing: Continue to encourage accessible recreation
Budget and Funding: Provided by Interpretive Solutions
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 53
STRATEGY #2 ADVANCE ECONOMIC AND TOURISM GROWTH OPPORTUNITIES
within the Parkway.
Through a comprehensive regional approach to economic and tourism development,
identify, and engage businesses to pursue job creation and economic growth in fifteen
target counties, where the Parkway will be a place with diverse, quality employment
opportunities and viable, successful businesses and tourist attractions.
Because each county has its own economic development and tourism goals and strategies that
will likely be undertaking their own outreach, there cannot be a single overarching strategy.
Instead, an over-arching strategy framework should be created that can be used by economic
developers within the Parkway to develop their own strategy, specific to their county and
businesses. Therefore, the strategies and action items identified for this goal are intended to
be that framework; in other words, the action items are written as a suggested process for the
local economic development professional. Given time and resource constraints of local
economic developers the action items are designed to be attainable and effective.
Initiatives
2.1: Work with developers to encourage adaptive reuse of historic buildings, promote
and renovate of the Lock houses within the Parkway for adaptive uses such as hostels or
education centers to create additional economic impact and revenue sources.
Action Items:
Year 1: Conduct the planning, design and development work – architectural,
engineering, etc. to renovate the Cedars Croche Lockhouse as a European Hostel for
visitors to rent to optimize their Parkway experience
Year 2: Begin and complete actual renovation of the Cedars Croche Lockhouse as a
European Hostel.
Year 3: Renovate up to four Lockhouses as Hostels for visitors to the Parkway, an
educational center or retail space that could be leased for the sale of Parkway items and
food/concessions
Year 4 – 5: Renovate up to eight Lockhouses and commercial buildings as Hostels for
visitors to the Parkway, an educational center or retail space that could be leased for
the sale of Parkway items and food/concessions
Budget: Estimated at $150 - 250/ sq. foot for construction/renovation costs per lockhouse
facility and/or commercial structure and is dependent on several variables – costs of building
supplies, builder/contractor used, in-kind donations for services and products, etc.
(Economic Impact of Lockhouse Renovation – Appendix O and Map of Lockhouses in
Appendix P).
Funding Sources: National and State Historic Preservation funding, federal funding allotted
to the State of Wisconsin to build new facilities or make major repairs to existing
infrastructure.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 54
2:2: Develop a National Recreation Trail for the FWHP with increased network of
public access points supported by broad-based community partnerships.
Increased access to the Parkway, will lead to increased usage and awareness of the
Parkway’s recreational, natural resources, navigational aspects, and tourism opportunities.
First-hand exposure to the water is a very effective way to inspire and maintain a public
stewardship ethic. Designation of appropriate sites for launching and camping along the
Parkway shoreline can also prevent environmental damage.
Action Items:
Year 1: Submit the National Recreation Trail Application for technical assistance and
gain National Recreation Trails System designation for the Parkway through the
National Water Trails Systems (NWTS).
Years 2 – 3: Develop and expand physical trail facilities, ADA accessibility and
access points – Through the development of improved portage designs to better
withstand high water flows, day use (FRNSA), rest facilities, day stop/overnight
camping areas.
Years 4 – 5: Develop, promote and market activities of the FWHP National Recreation
Trail including:
Reviewing and selecting designs for Website development and print
materials - including maps showing access points, safety, etc.
Production of hard copy guide materials and maps
Water Trail Signage – on water side, land side, maps
Sustainable programming of the Heritage Paddles and other Special
events – including clean-up/education events
Press releases - Alert Friends of the Fox, Friends of Lower
Wisconsin Riverway, Lower Wisconsin State Riverway Board
Alert partner and non-partner communities
Budget: The FRNSA and National Park Service could estimate the costs for
construction/renovation costs for physical trail facilities, access points, and other
infrastructure developments. Preliminary construction costs would be dependent on
several variables – costs of building supplies, builder/contractor used, in-kind donations
for services and products, etc.
Website development would be estimated at $5,000 – 7,500. Marketing materials would
be estimated at $1,000 – 1,500 depending on quantities and design.
Funding Sources: US Department of Interior – National Park Service – National Park
Service Rivers, Trails and Conservation Assistance program funds for technical
assistance.
2:3: Support the reinvigoration of the riverfronts and river walk initiatives and
activities across the Parkway that can be used to ‘link’ communities and their
attractions, events, activities and natural resources. Create a Waterfront Development
organization and Model (similar to the San Antonio, TX model) – to promote
riverfront and river walk activities to allow more visitors to gain access to the
waterway and to tie its activities together. Develop a FWHP ‘sliding scale’ partnership
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 55
membership based on Platinum ($1,000), Gold (500), Silver ($250) and Bronze ($100)
memberships.
Action Items:
Year 1: Establish the Waterfront Authority and Model (similar to the San Antonio,
TX) – to develop, market and promote riverfront and river walk communities and
activities. Establish a FWHP ‘sliding scale’ partnership membership based on
Platinum ($1,000), Gold (500), Silver ($250) and Bronze ($100) memberships and
services. Use the FWHP website to promote the River Authority activities with a full
calendar of events for every season.
Years 2 – 3: Develop a FWHP ‘Passport’ Program to tie together the Riverfront
activities on the Fox River beginning in Green Bay along the City Deck, continuing to
DePere, Appleton, Oshkosh, Fond du Lac and linking them to the Wisconsin River –
highlighting Portage, Sauk City, Spring Green all the way down to Prairie du Chien.
Years 4 – 5: Develop, promote and market additional tours, activities and Riverwalk
activities.
Budget: The individual communities would be responsible for the cost estimates for their
own construction/renovation costs for their riverfront and river walk projects, planning
and other infrastructure needed. Website development would be estimated at $5,000 –
7,500. Marketing materials would be estimated at $1,000 depending on quantities and
design.
Funding Sources: Municipal and regional bonds, revolving loan funds, New Market Tax
Credit, TIF, CDBG grants, Brownfield grants, Historical Preservation funding and
Department of Tourism grants. Tax breaks, development incentives, and community
development plans focusing on reuse of historic structures can also be used to initiate interest
for their redevelopment.
2:4: Work to encourage an Entrepreneur to develop a Water Taxi business that would
provide more visitors’ access to the Parkway and the ability to experience a guided tour.
Encourage the water taxi to connect communities along the Parkway and tie together
attractions, dining, waterfront venues and concerts, to encourage the visitor to
‘optimize’ their experience on the Parkway. Launch the water taxi on the segment
from Green Bay to DePere as ‘proof of concept’ and then expand from there.
Action Items:
Year 1: Identify Water Taxi partner and support the launch of the water taxi on the
segment from Green Bay to DePere as ‘proof of concept.’ Assist the vendor in
promoting the water taxi on the FWHP website and other marketing materials.
Years 2 – 3: If sustainable, expand the water taxi segments to other areas of the
Parkway and assist in finding onboard interpreters to tell the Parkway’s stories.
Years 4 – 5: Develop, promote and market additional water taxi and guided tours, and
Riverwalk activities.
Budget: The individual vendor would be responsible for the cost estimates for launching
the water taxi venture and planning for the equipment and permits needed. Onboard
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 56
interpreters could be recruited from area technical and 4 – year colleges to educate
visitors onboard the taxis.
Funding Sources: Private funding and revolving loan funds for new business
entrepreneurs and ventures
2:5 Promote tourism and recreational use of the Parkway to increase the capacity of
partner attractions/communities through the development of the Tourism inventory
across all segments of the Parkway and tie these inventories together with Activity –
Based Itineraries and guided and unguided tours aimed at “Optimizing and
Customizing’ the Parkway Visitors’ Experience. Make sites come alive!
Action Items:
Year 1: Identify and launch a web-based itinerary planning tool that allows the visitor
to ‘customize’ their trip to the Parkway including what activities they want to engage
in, where they want to dine, lodge at and what segments and communities they would
like to see. Publish all the activity – based Itineraries EDP has developed for activities
within the Parkway. These itineraries have much value and can be offered out to the
FWHP Partners as part of their membership program. Publish all guided and unguided
tours available for land and water users as they travel through the Parkway.
Years 2 – 3: PROMOTE, PROMOTE, PROMOTE the Parkway and its Itineraries on
the FWHP website and in other marketing materials. Promote the Parkway on the
Department of Tourism’s TravelWisconsin.com web portal and consider being
listed on their Calendar of Events, Destinations and Maps & Guides pages. Promote
the Parkway with Silent Sport enthusiasts in their specific trade publications, at their
events ie; Canoecopia, and through their organizations. Consider developing
Discover Wisconsin video segments of the Parkway that could be aired on Public
television.
Years 4 – 5: Develop, promote and market additional Tourism and Recreational
activities throughout the Parkway to encourage new visitors to the region including
Heritage events, geocaching, Earthcaching (quest to find geological features along the
Parkway), Biking, Hiking and Paddling, Culinary and Agri-tourism events and
tastings, guided tours and Riverwalk activities. Increase your marketing and
advertising budget to reach visitors from surrounding states and on a regional basis.
Budget: Website development would be estimated at $5,000 – 7,500. Marketing materials
would be estimated at $1,000 depending on quantities and design. Discover Wisconsin
video travel logs – approx. $30,000 for 2 – 3 segments. Participate in the Travel
Wisconsin Co-op Advertising program which pools the resources of the Department with
individual advertiser to generate a more powerful Wisconsin travel message. It offers
opportunities in print, online at TravelWisconsin.com and in email blasts.
Funding Sources: Private organizations and foundations funding for marketing, business
planning and advertising. Joint Effort Marketing – Year 1 Destination Grant.
2:6: Identify and encourage additional canoe/kayak and silent sport outfitter
businesses to be developed along the Parkway to create additional water access
through the development of Silent sport outfitters, canoe, kayak and boat launching
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 57
facilities and additional boat mooring facilities throughout the Parkway- EX:
Rendevous Paddle Sports, Montello. (Map of Canoe Rentals along the Parkway –
Appendix Q.)
Action Items:
Year 1: Identify partners throughout the Parkway to support additional water access
through the development of Silent sport outfitters, canoe, kayak and boat launching
facilities and additional boat mooring facilities throughout the Parkway. According to
the regression analysis done by the UW – Whitewater, FERC the segment of the
Wisconsin River by Montello could be used as recommended ‘proof of concept.’
Assist the vendor in promoting the silent sport outfitter or canoe/paddle shop on the
FWHP website and other marketing materials.
Years 2 – 3: If sustainable, expand the Silent sport outfitters, canoe, kayak and boat
launching facilities and additional boat mooring facilities to other areas of the
Parkway and assist in providing Itineraries and segment maps to the Parkway’s
visitors.
Years 4 – 5: Develop, promote and market additional Parkway – related new
businesses including water –related tours, taxis, outfitter, paddle shops, dining and
lodging businesses, water taxis, guided tours, and Riverwalk activities.
Budget: The individual vendor would be responsible for the cost estimates for launching
the their new business ventures and planning for the equipment and permits needed.
Funding Sources: Private and public funding, County and regional revolving loan funds
and small business loans from the Small Business Administration (SBA) and other
community-based investors would be available for new business entrepreneurs and
ventures.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 58
STRATEGY #3 ADVANCE PUBLIC HEALTH, ENVIRONMENTAL STEWARDSHIP of the
water and land through research, innovation and education.
Advance the public health and environmental stewardship impact through coordinated
research, innovation, smarter policies and education that will bring measurable data to
decision – making and create healthier communities along the Parkway.
Forge strong partnerships between public health educators, State and local health partners,
medical and educational institutions and the tribal councils to advance programs for healthier
communities and engaging the public in the health benefits of outdoor recreation and activity
along the Parkway.
Enhance Wisconsin’s outdoor recreation, conservation and natural resource inventory, to offer
public health benefits related to physical activity and exposure to the outdoors.
Enhance public access to the Parkway to offer the mental health benefits related to physical
activities and outdoor recreation for users of all abilities and ages.
Increased access to the Parkway, will lead to increased awareness of river water quality issues.
First-hand exposure to the river is a very effective way to inspire and maintain a public
stewardship ethic. Responses to numerous river-related environmental issues (chemical
contamination, microbial contamination, invasive species, and effects of shoreline
development pressure) are served by increased public awareness and support.
Designation of sites for launching and camping along the Parkway shoreline can also prevent
environmental damage. By specifying sites, the erosion associated with foot traffic and boat
launching is confined to smaller, manageable areas.
Strategies
3.1: Conduct a Health Impact Assessment: Bring Public Health Research to Decision –
Making. Focus on Physical & Mental Health and Wellness.
Action Items:
Year 1: Gain funding and implement a Health Impact assessment project
Years 2- 3: Utilize research gained through the HIA in Year 1 to collaborate and
integrate public health initiatives surrounding ADA accessible landings along the water
trail into various planning and decision – making activities for the Parkway.
Years 4 – 5: Utilize performance metrics and benchmarks to monitor the changes in
the public health risk factors and evaluate the efficacy of the measures that are
implemented and the HIA process as a whole.
Budget: An estimated HIA cost estimate would be between $10,000.
Funding Sources: World Health Organization, Robert Wood Johnson Foundation and the
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 59
PEW Charitable Trusts.
3:2: Focus and advocate for preserving and protecting our natural resources within the
Parkway with a focus on boating safety programs, conservation and environmental
stewardship.
Action Items:
Year 1- ongoing: Support education programs on water quality, water safety, sharing the
River, Leave No Trace (LNT), environmental stewardship, etc. The Federal Boat Safety
Act of 1971 gave the USCG new authority to deal with the large growth in recreational
boating, including new programs for boat operator requirements, and state financial
assistance. The state financial assistance program was established to promote cooperative
efforts between the USCG and states’ boating safety programs.
Year 1: Sponsor annual History Day contests and awards: river themes. Connect with
business partners to provide prizes for river-based projects.
Year 3-5: No curriculum-based programming until FWHP staff includes Educational
Specialist. Board will need to set direction; research needed to determine community
educational needs.
Year 5-10: Appleton Lock #1 as field trip destination
Year 5-10: Create STEM programming (Science, Technology, Engineering & Math) for
high school students based on the PCB cleanup, Water Quality, Environmental studies,
AIS, the engineering and construction of the lock system, paper manufacture, etc.
Year 5-10: Explore potential for multi-day, environmental education/river ecology
workshops for school children
Budget: An estimated Educational Budget should be established annually that would be
between $2,500 – 5,000.
Funding Sources: The majority of The Federal Boat Safety Act of 1971 gave the USCG
program’s financial assistance funds that are allocated to the states and eligible U.S. territories
via a formula fixed in law. However, under the provisions of the Act 46 USC Part 131, up to 5%
of the total state financial assistance available each year may be set aside for awards to eligible
national nonprofit public service organizations to support National Recreational Boating Safety
Program activities.
Private and public funding from foundations, the EPA - Environmental and conservation
Education Grants may be available to fund these programs.
3:3: Disseminate education and interpretive themes/stories through Interpretive signage at
Gateways/Anchors/access points, maps, documents, and the Parkway’s website.
Action Items:
Year 1- ongoing: Enhancements to the Marquette-Joliet granite marker on the Wisconsin
River in Portage
Year 1-3 (on-going) : Develop partnered interpretive signage program, working with
partners to develop new content for existing signage infrastructure
Year 1-3: Onsite interpretation of Vulcan Power Plant replica, Appleton
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 60
Year 3-5: Install a vertical pole – a giant measuring stick – in each lock wall so that
boaters could observe the depth of the water as they are raised or lowered in the lock;
include a profile of the entire system.
Year 3-5: Install signage interpreting the Military Road at 6 locations within the Parkway
Year 3-5: Partner with City of Portage to install new signs in the wayside across Rt. 33
from Surgeons Quarter to show historical images and location of Fort Winnebago.
Year 5-10: When all Fox River locks are restored, partner with FRNSA to interpret the
lock system and each lock.
Budget: An estimated Budget for Interpretive signage should be established by Interpretive
Solutions.
Funding Sources: Private and public funding from foundations, the EPA - Environmental and
conservation Education Grants may be available to fund these programs.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 61
STRATEGY #4 BUILD BRAND, IDENTITY AND SENSE OF COMMUNITY. Implement
FWHP brand and create a stronger, more unified community identity. Strongly consider
changing the name of the Parkway as part of the Branding.
FWHP’s lack of a clear identity and unified sense of place is the Parkway’s primary
economic weakness. Therefore, striving for a more cohesive identity for the Parkway
should be a central priority and core focus of the Parkway’s economic development
strategy.
This starts with developing and launching an updated, vibrant Parkway “brand.” For
FWHP, establishing a consistent Parkway brand is critically important.
The brand is a visual look and language that captures and portrays the consistent image,
identity and attributes of the Parkway to its residents, visitors, and business people.
It should be distinctive, helping carve out a clear position among its communities, and
should be based in place. It should also incorporate a dash of the inspirational–where the
Parkway is going–as the uses of a brand include everything from visual cues to define the
boundaries and core functions of the Parkway, to identifying marketing materials, to
helping the communities come together with a common purpose.
The brand should become ever-present in the Parkway and should provide a consistent
visual cue that helps residents, visitors, and businesses recognize the Parkway as a true
and distinct area. The more the brand is used, the more meaning is attached to it.
This includes defining the edges of the Parkway with gateway and anchor signage,
deploying FWHP-specific Parkway elements, using a unique landscaping palette, etc.
The Parkway’s inconsistent entry signs should be replaced with new signage with the
updated Brand and logo and a contemporary design consistent with FWHP’s emerging
aesthetics – fresh, adventurous, relaxing and beautiful natural resources.
Initiatives
4.1: Update the FWHP Website
The Parkway’s website should be clear and easy to navigate for Parkway visitors and users,
prospective businesses, existing businesses and stakeholders. The design of the website
should be consistent with the newly-minted brand with an aesthetic that is clean,
streamlined, natural and relaxing, and offer a web-based itinerary planning tool. The website
should have links to resources in the partner communities, businesses, visitor amenities,
itineraries, lodging, etc.
4.2: Develop and Implement the FWHP Brand on all Communications Materials
Develop and Implement a new FWHP brand, including logo, tagline, and brand “voice” (the
tone of the messages should have a defined character expressing the Parkway’s adventure,
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 62
energy, interpretive themes and relaxing environment ) should be fully embraced by all
parties in the Parkway, and consistently and continually be used on all of the Parkway’s
internal and external communications.
4.3: Create Clear and Consistent “Visual Language” with Infrastructure, Parkway
Features, Signage
The Parkway should implement physical features including welcome signs, directional
signage, interpretive signage, etc. that share a common visual language linked to the FWHP
brand. Visitors and residents should clearly know when they’ve entered the Parkway; there
should be visual cues throughout the Parkway to remind people that they are in the region
and that being in Parkway means something.
4.4: Long-Term Commitment to Extend the Brand and Build Identity
As the Parkway continues moving forward, the communities, its residents, and its business
leaders should make a shared commitment to continuing to build a stronger sense of unity
and identity in the Parkway. Beyond implementing the Parkway’s brand with consistent
logos on signs, the residents and leaders should strive to create a stronger sense of identity
through more special events, as well as simple day-to-day actions. For FWHP, having
special events – including large ones like the Fox Wisconsin Heritage Paddles– is very
important to continuing to move the Parkway forward as a truly cohesive region. Create a
place where people want to live, work and play!
4.5: Consider Renaming the Parkway
There has been considerable discussion regarding the name of the Fox-Wisconsin Heritage
Parkway among both the IS and EDP Core Planning Committees and both teams concur that
the Parkway should strongly consider renaming the corridor to better reflect the ‘essence’ of
the area. Because it offers so many land and water-based outdoor recreational activities and a
vast array of silent sports - from hiking, biking, paddling, kayaking, canoeing, hunting,
fishing and birding opportunities, to visiting heritage sites/events and enjoying the unique
locally-grown and produced foods at Farmer’s Markets and culinary events, the current
name is too limiting and does not accurately reflect the ‘essence’ of the corridor. The
recommendation of Tourism and Economic Impact planning team is to revisit the
organization’s name, and consider renaming it as part of the Branding initiative.
Action Items:
Year 1: Develop, launch and build the FWHP Brand, Identity and Sense of
Community. Implement FWHP brand and create a stronger, more unified Parkway
identity. Consider strongly changing the name of the Parkway. Hire a Branding
company to develop the FWHP Brand and new name. Identify and launch a web-based
itinerary planning tool that allows the visitor to ‘customize’ their trip to the Parkway
including what activities they want to engage in, where they want to dine, lodge at and
what segments and communities they would like to see. Publish all the activity – based
Itineraries EDP has developed on the FWHP. These itineraries have much value and
can be offered out to the FWHP Partners as part of their membership program. Publish
all guided and unguided tours available for land and water users as they travel through
the Parkway.
Years 2 – 3: PROMOTE, PROMOTE, PROMOTE the Parkway’s Brand and its
Itineraries on the FWHP website and in other marketing materials. Promote the
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 63
Parkway on the Department of Tourism’s TravelWisconsin.com web portal and
consider being listed on their Calendar of Events, Destinations and Maps & Guides
pages. Promote the Parkway with Silent Sport enthusiasts in their specific trade
publications, at their events ie; Canoecopia, and through their organizations. Consider
developing Discover Wisconsin video segments of the Parkway that could be aired
on Public television.
Years 4 – 5: Develop, promote and market additional Tourism and Recreational
activities throughout the Parkway to encourage new visitors to the region including
Heritage events, geocaching, EarthCaching (quest to find geological features along the
Parkway), Biking, Hiking and Paddling, Culinary and Agri-tourism events and
tastings, guided tours and Riverwalk activities. Increase your marketing and
advertising budget to reach visitors from surrounding states and on a regional basis.
Budget: Brand development would be estimated at $10,000 and website development
would be estimated at $5,000 – 7,500. Marketing materials would be estimated at $1,000
depending on quantities and design. Discover Wisconsin video travel logs – approx.
$30,000 for 2 – 3 segments. Participate in the Travel Wisconsin Co-op Advertising
program which pools the resources of the Department with individual advertiser to
generate a more powerful Wisconsin travel message. It offers opportunities in print,
online at TravelWisconsin.com and in email blasts.
Funding Sources: Private organizations and foundations funding for marketing, business
planning and advertising. Joint Effort Marketing – Year 1 Destination Grant.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 64
STRATEGY #5 LEVERAGE LOCATION, COLLABORATATION AND SUSTAINABILITY ACROSS THE PARKWAY. Utilize FWHP’s strategic
location across the State as an asset, and collaborate with regional partners and
neighboring communities for efficient implementation.
The Parkway’s location is one of its key competitive advantages. The Parkway is
located close to other key regional visitor destinations, recreational sites, State Parks,
companies, and Nature centers. The Parkway’s connecting waterways, parkways,
highways and interchanges provide convenient access to virtually anywhere in the
region. One of the Parkway’s most distinctive aspects is that you can be in the Parkway
and overlook an idyllic farm or tranquil riverway, yet be 10 minutes away from a
larger city or community.
The Parkway will engage its diverse communities and establish partnerships that
enhance collaboration, leadership and demonstrate a consensus approach to shape the
fifteen-county Parkway’s economic future. The Parkway will fully engage its heritage
area management structure, partnership relationships.
Focus on Parkway sustainability by obtaining and allocating funding and diverse
revenue streams to support and sustain the FWHP’s organization and programs.
Current funding and future revenue streams must be managed closely to contribute to
its sustainability.
Focus on identifying and gaining public and private financial support and sustainable
‘income streams’ to sustain the management, activities and vision of the Parkway long
term.
Recruit and retain private and public partners to sustain and support the Parkway
financially and otherwise.
Leverage the Parkway’s present and future leaders in proactive, long-term Parkway
community improvement and engagement efforts.
Strategies
5.1: Create an annual River Summit – Parkway to become the ‘leader’ in water quality
issues,
Clean water technology, CleanTech issues, conservation, and to establish the region as the
World Water Hub for water research, economic development, and education and the event
would become an Income Revenue stream for the FWHP. Collaborate with the Milwaukee
Water Council on this event.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 65
Action Items:
Year 1: Develop and launch the first annual River Summit. Coordinate with and
leverage the Milwaukee Water Council’s Involvement thewatercouncil.com. Plan for
50 attendees.
Years 2 – 3: Increase the attendance and reputation of the River Summit to a
nationally – recognized Summit on FWHP opportunities. Plan for 100 – 200 attendees.
Years 3 – 5: Promote the River Summit as an International event. Plan for 250+.
Budget: The development of the River Summit would be estimated at $2,500 – 3,500 in
the first few years, depending on the advertising and Marketing budget for the event.
Funding Sources: Seek private corporate donors and sponsorship for the River Summit.
Private organizations and foundations may provide funding for marketing, business
planning and advertising for the event. Joint Effort Marketing – Special Event grant may
be available.
5:2: Continue Concerts for a Cause and collaboration with the Wisconsin Area Music
Industry (WAMI) to encourage diversity of music venues and raise funds for the Parkway.
Action Items:
Year 1: Develop and launch the second annual Concert for the River event.
Coordinate with the CommUnity Events & Concerts, community service of Willems
Marketing, Inc. Plan for 250 attendees.
Years 2 – 3: Increase the attendance and reputation of the Concert for the River by
20% each year. Plan for 300 attendees.
Years 3 – 5: Promote the Concert for the River as an annual event like the Country
Music venues in the State. Plan for 350+.
Budget: The development of the Concert for the River would be estimated at $2,500 –
3,500 in the first few years, depending on the musical artist and whether they donate their
music, advertising and Marketing budget for the event.
Funding Sources: Seek private corporate donors and sponsorship for the Concert for the
River. Private organizations and foundations may provide funding for marketing, business
planning and advertising for the event. Joint Effort Marketing – Special Event grant may
be available.
5.3: Develop a Parkway Ambassador program recruiting a representative from each of the
partner communities to promote the Parkway within their own community and in other
public venues. They would also encourage mentoring and networking opportunities between
professionals, business leaders, educators and Parkway and community leaders to support
the sustainability of the Parkway
5:4: Further develop and manage the Parkway leadership Board of top “influencers”
representing broad constituencies to represent all the various ‘users’ and constituents of the
Parkway and to take a unified leadership approach on major issues and challenges in the
Parkway.
5.5: Coordinate with Regional Partners and Leverage Regional Resources, including the
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 66
Milwaukee Water Council and the State educational institutions to further the mission of the
Parkway.
5.6: Plan and develop a ‘pipeline’ of various events, activities and financial income streams
to sustain the Parkway’s initiatives and programmatic activities. Various ideas would
include: fees for guided tours of the FWHP, on-line store on the Website to sell maps, books,
note cards,etc. of the Parkway, Silent Auction for the Parkway, additional Silent Sport and
Paddling Events - Born to Paddle, PaddleFest, Paddling, Kayaking and Canoeing 101,
Canoecopia, Paddle Sport events, etc. This pipeline of income streams should be developed
by Guident with input from IS and EDP.
XV. METHODOLOGY AND DATA SOURCES
Domestic visitor expenditure estimates are provided by Longwoods International’s Tourism
Economics representative surveys of US travelers. These are broken out by sectors (lodging,
transport at destination, food & beverage, retail, and recreation), by purpose (business and
leisure), and by length of stay (day and overnight).
Longwoods International conducted quarterly, a random cross-section of approximately
500K panel members that are invited to participate in the survey. Respondents participate in
an extensive survey about the trips they have taken in the past three months.
In 2010, this included 2,682 individuals who visited WI on an overnight trip and 1,480
individuals who visited on a day trip.
Longwoods International then adjusts these levels of spending based on a range of known
measures of tourism activity:
Overseas visitor spending (source: OTTI, TE)
Canada visitor spending (source: Statistics Canada, TE)
Tax data (sales tax, bed tax)
Spending on air travel which accrues to all airports and locally-based airlines
Gasoline purchases by visitors (source: TE calculation)
Smith Travel Research (lodging performance)
Industry data on employment, wages, GDP, and sales (source: BEA, BLS,
Census)
Methods and data sources Longwoods International (visitor surveys)
Bureau of Labor Statistics (jobs and wages by industry)
Bureau of Economic Analysis (jobs, wages and GDP by industry)
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 67
US Census (business sales by industry)
LITERATURE REVIEW – TOURISM FINDINGS
Several National Heritage Parkway Reports were reviewed including the Economic Impacts
of National Heritage Area Visitor Spending: Summary Results from Seven National Heritage
Area Visitors Surveys, Silos and Smokestacks National Heritage Area Economic Impact and
Visitor Survey, National Economic Significance of NPS Visitor Spending, Captain John
Smith Chesapeake National Historic Parkway Interpretive Plan, Cultural Heritage Tourism
2012 Fact Sheet, to determine the Economic benefits and impact of Visitor spending to
national heritage areas (NHA’s). Tourism is big business. In 2010, travel and tourism
directly contributed $759 billion to the U.S. economy. Travel and tourism is one of America’s
largest employers, directly employing more than 7.4 million people and creating a payroll
income of $188 billion, and $118 billion in tax revenues for federal, state and local
governments. (Source: U. S. Travel Association, 2011)
In addition to creating new jobs, new businesses and higher property values, well- managed
tourism improves the quality of life and builds community pride. According to a 2009
national research study on U.S. Cultural and Heritage Travel by Mandela Research, 78% of
all U.S. leisure travelers participate in cultural and/or heritage activities while traveling
translating to 118.3 million adults each year.
Cultural and heritage visitors spend, on average, $994 per trip compared to $611 for all U.S.
travelers. Perhaps the biggest benefits of cultural heritage tourism, though, are diversification
of local economies and preservation of a community’s unique character. (Source: Cultural &
Heritage Traveler Study, Mandela Research, LLC)
One of the most important challenges with cultural heritage tourism is ensuring that tourism
does not destroy the very heritage that attracts visitors in the first place. The key is
‘responsible tourism’ that leaves no trace. Furthermore, tourism is a competitive,
sophisticated, fast-changing industry that presents its own challenges. It is generally a clean
industry: no smokestacks or dangerous chemicals. But it does put demands on the
infrastructure — on roads, airport, water supplies and public services like police and fire
protection.
To make cultural heritage tourism work, the National Trust for Historic Preservation has
developed five guiding principles to create a sustainable and successful cultural heritage
tourism program. They include:
1) Collaboration
2) Find the fit between the communities and tourism
3) Make sites and programs come alive
4) Focus on quality and authenticity
5) Preserve and protect resources
The use of input-output models to determine the economic impact of sport tourism events is
limited. Furthermore, input-output models are limited in that they do not reveal the
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 68
distribution effects of tourist spending across different household segment (Holland and
Wyeth). However, input-output analysis models are widely accepted and useful measures of
tourist’s economic impact on an economy. One of the most widely used input/output
modeling systems is IMPLAN. According to the Nelson Institute for Environmental Studies,
Center for Sustainability and the Global Environment Valuing Bicycling’s Economic and
Health Impacts in Wisconsin study utilizing IMPLAN found the direct economic impact
resulting from 12,993,647 days of bicycling recreation in Wisconsin totaled $532,883,557.
Furthermore, this study found the total economic impact (direct + indirect + induced) to be
over $924 million, which translated into 13,193 full-time-equivalent jobs. This study however
combined four different bicycling activities including: roadways, Parkways, single-day bike
events/tours, and multi-day tours. Single-Day Bike Events/Tours for resident daily
expenditures averaged $76.17 and was the same for Non-Resident Daily Expenditures. This
average daily expenditure for Single-Day Bike Events/Tours translated into $3,865,913 in
direct economic impacts for Wisconsin residents, and $2,319,548 in direct impact for non-
residents (Grabow, Han, and Whited, 2010). A study prepared by Bicycle Federation of
Wisconsin estimated that the economic impact of Manufacturing, Wholesale/Distribution,
Retail/Service, and other services using the REIM Model generated $556 million and 3,420
jobs. However, tourism related to cycling was undetermined at the time of study, but is
considered a very significant portion of $11.7 million tourism industry in Wisconsin.
Daniels and Norman (2003) estimated the economic impacts of visitor expenditures at seven
regular, participant-based sport tourism events. The primary data collection of expenditure
profiles was used in conjunction with an input-output model to determine economic impact
estimates for these South Carolina events. The Cooper River Bridge Run/Walk was the most
comparable tourism event that relates to the Menomonie Road race. Daniels and Norman
utilized the IMPLAN modeling system to estimate the economic impact of the Run/Walk.
The Run/Walk was estimated to have generated participants of nearly 31,000 who spent an
average per person daily of $82.22. This translated into a direct impact of $3,535,632 and a
total impact of over $6 million for the local economy. This event’s popularity can be
attributed to the fact that there was a comparatively low competitive orientation which helped
create such a significant impact to the economy.
There were an estimated 434,000 spectators over the seven stages of the Tour of Missouri in
2008. Nearly 75 percent of all spectators came from less than 50 miles to view the venue.
The total amount of spent by spectators of the event was $29.8 million. Out-of-state tourists
generated the most expenditures of $15.6 million. The total for non-local Missourians was
$10.4 million and the total spent by locals was $3.8 million. Spectator demographics indicate
that the average income level of non-Missourians is $95,338 and Missourians is $81,905.
Therefore, spectators to the Tour of Missouri in general are relatively wealthy.
ECONOMIC IMPACT METHODOLOGY
To gauge the Baseline and three – year economic impact of the Fox-Wisconsin Heritage
Parkway on the State of Wisconsin, the Fiscal and Economic Research Center (FERC)
employed the 2011 IMPLAN (Impact analysis for planning) to build a proprietary economic
modeling system, called V2P. This produces an economic multiplier, which is a quantitative
measure of economic impact that recognizes that all levels of economies within the Parkway
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 69
are interconnected networks of inter-dependent activity. When one part of the economy
changes, the rest of economy will be influenced by that change. This will typically result in a
greater total impact than was caused by the original injection of capital into the economy.
IMPLAN is capable of determining the overall economic impact that initial spending has on
the local economy. The IMPLAN model uses survey data to estimate how much different
spending categories affect the local economy in terms of initial effect, direct effect, indirect
effect, and induced effect.
An example of an economic multiplier: consider that when 30 employees are hired to work
for the restaurants, hotels, gas stations and grocery stores around the Fox-Wisconsin Heritage
Parkway, employment will increase by more than 30 jobs directly tied to these industries.
This happens for two reasons. First, the operation of these businesses requires several
expenditures including utilities, insurance and maintenance costs. This spending creates
additional jobs in those industries that supply those services. These impacts are referred to as
indirect effects because they are indirectly created by the establishment of jobs in the
businesses around the parkway. Another impact occurs from the people who work at the
company spending their earned income in the local community. This spending would occur at
businesses such as hardware stores, movie theatres, and car dealerships. This creates jobs for
the businesses that provide those services. These impacts are called induced impacts. This
defines the employment multiplier as the number that is multiplied by the number of jobs
directly involved with the businesses surrounding the Fox-Wisconsin Heritage Parkway to
give the total number of jobs created (both directly and those created additionally in the
community). If the total number of jobs created was 40, then the employment multiplier
would be 1.33.
This study examined the Current Baseline and 3 – year Projections of the economic impact of
the Fox Wisconsin Heritage Parkway and its heritage and cultural attractions, recreational and
silent sports, culinary tourism on the local economies within the Parkway borders and region,
using the proprietary tourism model IMPLAN labeled as V2P. This Input/Output (I/O)
modeling system is a cost-effective way to measure total tourism impact on an area’s
economy. The results from the analysis will contribute to Heritage and Cultural Tourism,
Silent Sport Tourism and Culinary tourism by providing evidence that these attractions,
events and activities, if tied together, to create more reasons for the Visitor to stay in the
Parkway, will provide a significant contribution to local economies.
SURVEY METHODOLOGY
In addition to the Tourism Economics visitor surveys, over 1,200 random surveys were
conducted with tourists within a 150 – 200 mile radius of the Fox Wisconsin Heritage
Parkway by the Fiscal and Economic Research Center (FERC) at the University of
Wisconsin-Whitewater. In addition, the FERC has conducted numerous surveys relating to
Tourism and Natural resources in Wisconsin. This experience was employed to develop the
proprietary IMPLAN analysis for this study, referred to as V2P. Potential Silent Sport
enthusiasts were surveyed to estimate the economic impact that Silent Sports have on the
region. Visitor surveys were designed to measure trip characteristics, spending, and
demographics. Technical assistance with the data analysis and proprietary V2P IMPLAN
model was provided by University of Wisconsin – Whitewater, Fiscal and Economic
Research Center (FERC). Variables required for the economic impact analysis were measured
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 70
consistently so that spending profiles could be generated for specific visitor segments for the
FWHP.
Regional economic multipliers in the V2P model were chosen based on the population size
and economic characteristics of the fifteen county region. Regions are defined by a 10-mile
radius around the Parkway.
OUTDOOR RECREATION & SILENT SPORTS SURVEY RESULTS
In this section, we summarize the information gathered across randomized segments of the
Parkway. This report focuses on the impact of the visitor spending within the Parkway region
for the economic analysis.
Respondents were asked about the amount of money they spend or plan to spend on Silent
Sports in the region, and tracked the amount of money sport enthusiasts were spending by
category (i.e., meals and refreshments, lodging, transportation, etc.). Demographics of
respondents included their household income, their highest level of education and gender.
These surveys provided the data necessary for use by the IMPLAN V2P model to report into
the specific categories. The basic assumption of the IMPLAN V2P model is that the
fundamental information in I/O analysis involves the flow of products from producers to
consumers. The data reported in the surveys provides the information contained in an inter-
industry transaction table categorized by the individual spending category. IMPLAN
provides a baseline calculation of the economic impact of tourism spending within an
economy and we will discuss in more detail later in this report.
Of the respondents surveyed, the most popular Silent Sports along the Parkway include:
Hiking/Walking (86%), Running (64%), Paddling, Canoeing, Kayaking (60%), Biking
(43%), Geocaching (39%), Cross Country Skiing (25%), Rock Climbing (18%),
Snowboarding (7%), Snowshoeing (6%), Fishing (5%) and all other (4%). Many Silent Sport
enthusiasts participate in multi-sports, depending on the time of year and tend to participate
all year around.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 71
Most silent sports participants enjoy these activities on a regular basis. 71.2% are involved in
Silent Sports on a weekly or daily basis and are highly motivated and committed.
Participants all have different reasons for participating in Silent Sports. Some of the most
common motivations are enjoyment of nature (23%), health and fitness (22%) and family
outings (6%). (For the full results of the Silent Sports Survey – See Appendix R).
144
107
72 65
42 35 34 34 32 30 12 10 8 7
020406080
100120140160
What are your Silent Sport preferences?
69
47
24
13 10
0
10
20
30
40
50
60
70
80
Weekly Daily Once a Month Quarterly Annual onVacations
How often do you participate in Silent Sports?
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 72
XVI. ECONOMIC IMPACT – KEY RESULTS
Parkway Tourism Local Economic Impact Baseline
Parkway use and the activities of users have a wide variety of local impacts that include social,
environmental, and economic effects. Our specific interest focuses attention on the economic
impacts associated with use of the Fox Wisconsin Heritage Parkway. Economic impacts can
be broadly defined to include both market-based and non-market based effects. The latter
includes such elements as the Parkways’ impact on local quality-of-life, environmental quality,
and the values we place on our ability to pass on productive resources to the next generation.
While important, these are beyond the scope of this study. Our specific interest in local
economic impacts focuses on the market-based economic effects associated with day trip and
overnight trip related expenditures of Parkway users. This market-based economic impact is
important because a portion of these dollars exist as new economic stimulus; money flowing
into the region from the outside that would not happen were it not for the Parkway itself.
We begin this section with a brief baseline overview of the regional economy currently within
the FWHP. Following this, we describe the extent to which Parkway users spend money and
focus on the estimation of new money flowing into the region as a result of local and non-
local Parkway user expenditures. Once expanded to an annual basis, these inflowing funds are
then applied as a stimulus, to the regional economy to assess how the regional economy reacts
to this influx of new dollars. This regional economic change is thus used as a basis upon
which to discuss and describe the local economic impact associated with the Fox Wisconsin
Heritage Parkway.
The regional economy of the fifteen counties that encompass the Fox Wisconsin Heritage
Parkway are hugely diverse, from the rural communities, rolling hills, farms, and bucolic
landscapes of southwestern and central Wisconsin to the more urban communities along the
Fox River, with larger demographic populations and households, greater regional
employment, generating higher personal income within the Fox River Communities. The
following Table outlines the diversity of the Counties within the Parkway.
Table 3. Characteristics of Fifteen Counties of the Fox Wisconsin Heritage Parkway
COUNTY TOTAL
POPULATION LABOR
SIZE TOTAL
EMPLOYEES
PARKWAY’S TOTAL
POPULATION PARKWAY’S LABOR SIZE
PARKWAY’S TOTAL
EMPLOYEES
BROWN 250,334 140,056 164,907 180,608 100,015 121,073
OUTAGAMIE 104,752 57,457 69,065 106,487 60,142 54,511
CALUMET 51,049 29,206 69,065 12,009 4,827 5,105
WINNEBAGO 169,536 92,951 104,920 116,728 63,604 71,791
FOND DU LAC 102,677 58,172 62,327 49,465 27,690 31,483
WAUSHARA 24,421 12,014 7,303 2,558 1,301 677
MARQUETTE 15,640 8038 5331 NA NA NA
GREEN LAKE 19,235 10,607 9,188 9,408 5,223 5,645
COLUMBIA 57,688 31,704 25,616 14,052 7,157 10,718
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 73
SAUK 63,675 3,674 42,718 8,330 4,072 5,248
RICHLAND 18,035 9,777 10,021 437 218 25
DANE 493,382 296,466 381,292 1,653 998 1,650
IOWA 23,766 13,877 12,889 2,792 1,588 1,923
GRANT 52,225 27,778 19,286 4,093 2,280 2096.0
CRAWFORD 16,553 8,323 852 6,756 3,303 4,556 Source: WEDC and 2010 U.S. Census Data
In an effort to analyze and evaluate the economic impact and trip-related visitor spending
patterns of the FWHP, data was collected, isolated and analyzed from over 1,200 outdoor
recreation and paddling enthusiasts surveyed that was used to estimate the current and existing
patterns of visitor spending and total economic impact of outdoor recreation - land and water
enthusiasts and heritage tourism on the State of Wisconsin and local economies within the
FWHP. Surveys conducted and referenced in the study included the Canoecopia Paddling
event in Madison, Wisconsin, University of Whitewater - Financial and Economic Research
Center (FERC), Longwood’s International Tourism Economics and the 2011 Wisconsin
Statewide Comprehensive Outdoor Recreation Plan (SCORP). Outdoor recreation enthusiasts,
heritage and cultural visitor spending profiles used in the proprietary V2P model were
developed for two visitor segments: local residents traveling throughout the Parkway and
those from outside the local area, either traveling on day trips and/or overnight trips involving
stays in local hotels or lodging. (See Appendices U and V for Data and Methodology used)
TRIP-RELATED SPENDING BY PARKWAY VISITORS
Our visitor surveys elicited responses for their actual out-of-pocket expenses on an individual
trip basis. At best, the expenditure information presented here represents our most diligent
attempt to capture the reality of spending taking place as a result of trips to the specific
methods used to estimate local economic impacts in this region. Information about regional
impact modeling used in the V2P IMPLAN is explained in this report.
A summary of spending patterns of the more than 500 people surveyed is outlined in Table 4.
Note from this table that we take care to separate spending patterns of local and non-local
Parkway users. This is important for the simple fact that these two groups have statistically
significant differences in patterns of local expenditures. It is also important to separate these
user groups for estimation of local economic impact given the interest in estimating the
stimulating effect of new money flowing into the region that would not flow in were it not for
the Parkway itself. From the Table, note the relatively larger amounts of average individual
Parkway user trip spending taking place for food and drink, gas, and lodging. Also, note that
average individual non-local Parkway users spent more than twice as much as did local users.
Visitors were asked to report their spending in the local region within six spending categories.
Spending was measured on a party trip basis. By dividing by the length of stay in the area,
spending was converted to a per day basis. Local day visitors average $68.87 per day while
non-local day visitors spent $228.80 per day. Locals spent relatively less on restaurants and
local transportation compared to non-locals (Table 4).
Non-local, overnight visitors staying in hotels spent $77.54 per day for lodging, $65.35 for
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 74
gas/travel and $55.56 for meals. While local visitors spent $26.67 for gas/travel and $27.96
for meals per day. Overnight visitors spent relatively more on food (24%) and shopping and
entertainment (13%) (Table 4).
Table 4. Average per Day Spending – Local vs. Non-local Visitors
Average Per Day Spending ($) Local Visitor Non-local Visitor
Lodging $7.24 $77.54
Food & Drinks $27.96 $55.56
Gas $26.67 $65.35
Entertainment $1.45 $3.83
Shopping $3.97 $18.06
Other $1.58 $8.46
Total $68.87 $228.80
Spending averages vary somewhat across the Parkway areas based on local prices and
17%
30%
19%
15%
8% 6% 5%
Local Visitor Spending by Major Sector
Hotels and motels,including casino hotels
Food and beverage
Gasoline stations
34%
24%
28%
2% 8% 4%
Estimated Non-Local Visitor Spending
Food & Drink Gas/Travel Lodging Shopping
Other Entertainment Gaming
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 75
spending opportunities. Prices and room rates are generally higher in urban areas and
region.
FWHP VISITOR SPENDING
The contribution of FWHP visitor spending to the State of Wisconsin’s and the local
community economies within the Parkway, can be estimated by applying the FWHP spending
totals as multipliers to the State and local economies. This circulates spending that occurs
within the gateway/anchor access points and communities, located along the Parkway, and
captures impacts on sectors that provide services and manufacture goods purchased by
Parkway visitors and additional secondary effects. The estimates also include spending by local community park visitors at home for durable
goods such as camping, hunting and fishing equipment, recreation vehicles, boats, and
other goods used on trips to the Parkway. The estimates exclude airfares, but do include
automobile fuel and other en route spending that occurs more than 50 - 100 miles from
the Parkway.
The Baseline Economic Impact for Businesses Surrounding the FWHP
There were two major forms of economic impact on the FWHP because of Heritage, cultural
and Silent Sport enthusiasts. The first is the direct impact caused by expenditures from the
sports enthusiasts and their family members, such as on meals and refreshments purchased,
lodging, transportation, before, during or after their heritage or sport activities. The second
impact is the expenses paid by the heritage, cultural and silent sport enthusiasts and local
employers such as salaries to employees to support Silent Sport Tourism. In order to determine
the economic impact of Silent Sports on the community, the 2010 IMPLAN economic
modeling system was utilized. This modeling system produces an economic multiplier, which is
a quantitative measure of economic impact that takes into account the interconnectedness of all
levels of an economy. When dynamic changes take part in one segment of an economy, there
will be residual effects throughout the entire system. This change will typically result in a
greater total impact than the original injection of capital expenditures into the economy. Input-
output modeling is the most commonly used method to assess the economic impact of tourism
by many other states as well as at the national level.
To gauge the economic impact of the Fox-Wisconsin Heritage Parkway on the State of
Wisconsin, the Fiscal and Economic Research Center (FERC) built and employed a proprietary
FWHP IMPLAN (Impact analysis for planning) economic modeling system referred to as V2P.
This model produces an economic multiplier, which is a quantitative measure of economic
impact that recognizes that all levels of economies are interconnected networks of inter-
dependent activity. When one part of the economy changes, the rest of economy will be
influenced by that change. This will typically result in a greater total impact than was caused by
the original injection of capital into the economy. V2P IMPLAN is capable of determining the
overall economic impact that initial spending has on the local economy. The V2P IMPLAN
model uses survey data to estimate how much different spending categories affect the local
economy in terms of initial effect, direct effect, indirect effect, and induced effect.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 76
Table 5. FWHP - Economic Multipliers from IMPLAN Analysis
Sales Multiplier 1.59 +$0.59 economic activity for
every sales dollar
Employment
Multiplier 1.31
+0.31 jobs for every one
added
Income Multiplier 1.58 $0.58 income for every labor
dollar
This gives a “Sales Multiplier” of 1.59, which suggests that for every dollar of sales by the
businesses surrounding the Fox-Wisconsin Heritage Parkway, an additional 59 cents of
economic activity will be generated in Wisconsin.
The “Employment Multiplier” equals 1.31, which implies that for every job created by the
businesses surrounding the Fox-Wisconsin Heritage Parkway, 0.31 additional jobs will be
created.
Finally, the “Income Multiplier” created by Parkway businesses is 1.58, implying that for
every dollar of labor income earned by employees of the businesses surrounding the Fox-
Wisconsin Heritage Parkway, an additional 58 cents of income is earned in Wisconsin.
Direct Effect
This indicator refers to the direct spending brought about by the businesses of the Fox-
Wisconsin Heritage Parkway. As a direct result of the Fox-Wisconsin Heritage Parkway,
we estimate that 574 jobs would be created, paying out over $12,658,632 dollars in wages
and benefits for a total direct effect on the economy of $38,555,944.
Impact: Direct Effects:
Jobs Created 574.8
Labor Income $12,658,632
Sales $38,555,944
Indirect Effect
The operation of Parkway businesses requires several expenditures including utilities,
insurance and maintenance costs. This spending creates additional jobs in those industries
that supply those services. These impacts are referred to as indirect effects because they are
indirectly created by the establishment of jobs at the Fox-Wisconsin Heritage Parkway.
Although the indirect spending is not as great as would be liked, this is to be expected
because a portion of the money is “leaked” out of Wisconsin.
Impact: Indirect Effects:
Jobs Created 87
Labor Income $3,986,105
Sales $12,242,180
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 77
Induced Effect
Another impact occurs from the people who work for Parkway businesses spending their
earned income in the local community. This spending creates jobs in the businesses that
provide services. These impacts are called induced impacts. The induced effect measures the
effects of the changes in household income: Individuals working for the Parkway businesses
or whom provide services to these businesses spend money at restaurants, grocery stores and
shops.
Impact: Induced Effects:
Jobs Created 92.7
Labor Income $3,364,121
Sales $10,822,378
TOTAL ECONOMIC IMPACT: 1,148,000 Visitors Annually
The combined contribution or economic impact of visitor spending from the Parkway to
the State of Wisconsin’s economy is $61,620,504. This money will lead to the creation
of a total of 754.5 jobs within the state of Wisconsin. With the exception of
manufacturing activity and a portion of activity in wholesale trade, the direct effects of
visitor spending accrue to the local communities and regions around the Fox Wisconsin
Heritage Parkway directly.
Impact: Total Effect:
Jobs Created 754.5
Labor Income $20,008,858
Sales $61,620,504
VISITOR SPENDING PATTERNS
Economic impacts were estimated using the proprietary V2P model. Data collected from over
500 silent sports and paddling enthusiasts surveyed and used to estimate the patterns of visitor
spending and total economic impact of silent sport land and water enthusiasts and heritage
tourism on the local economies along the FWHP. Surveys were conducted at the Canoecopia
Paddling event in Madison, Wisconsin, Tourism Economics, University of Whitewater - Fiscal
and Economic Research Center (FERC) and the 2011 Wisconsin Statewide Comprehensive
Outdoor Recreation Plan (SCORP). Visitors were divided between local residents and visitors
from outside the local region. The local region was defined as roughly a 30-mile radius of the
Parkway. Visitors from beyond 30 miles were generally categorized as: (1) visitors on day trips
or passing through, not staying overnight in the local area, (2) overnight visitors staying in
hotels, motels, or bed and breakfasts (B&B), and (3) overnight visitors staying with friends or
relatives in the area. Spending profiles were estimated from the proprietary V2P model. (See
Appendices U and V for Data and Methodology)
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 78
Table 6. FWHP – Out of Town Visitor Spending by Sector
Sector/Spending Category
Out of Town Visitor Spending
Hotels and motels $21,249,725
Food and beverage $2,873,363
Gasoline stations $1,479,044
Retail Stores - Miscellaneous
$1,231,718
Amusement and recreation
$669,085
Food services and drinking places
$482,117
Business Services $429,782
TOTAL SECTOR/ SPENDING CATEGORY
$28,414,834
75%
10%
5%
4% 2% 2% 2%
Out of Town Visitor Spending by Major Sector
Hotels and motels
Food and beverage
Gasoline stations
Retail Stores - Miscellaneous
Amusement and recreation
Food services and drinking places
Business Services
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 79
Table 7. FWHP – Local Visitor Spending by Sector
Sector/Spending Category
Local Visitor Spending
Hotels and motels $2,361,081
Food and beverage $4,071,478
Gasoline stations $2,518,373
Retail Stores - Miscellaneous
$2,097,249
Amusement and recreation industries
$1,139,254
Food services and drinking places
$821,005
Business Services $731,791
TOTAL SECTOR/ SPENDING CATEGORY
$13,740,230
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 80
Table 8. FWHP Tourism Sales by Industry
Direct
Effects
Indirect
Effects
Induced
Effects
Total
Sales
Hotels and motels $14,773,279 $4,690,772 $4,146,754 $23,610,806
Food and beverage
$4,859,089
$1,542,845 $1,393,938 $7,765,846
Gasoline stations $2,501,183 $794,169 $702,064 $3,997,417
Retail Stores -
General merchandise $2,082,935 $661,367 $584,665
$3,328,967
Amusement and
recreation industries $1,131,478 $359,264 $317,598 $1,808,339
Business Services $726.796 $230,770 $224,006 $161.513
Other $12,481,183 $3,962,991 $3,453,352 $19,947,553
Total $38,555,943
$12.242,179
$10,822,377
$61,620,501
All business sectors within the Parkway’s economy benefit from tourism activity directly
and/or indirectly. Sectors that serve the tourism industry, like business services, gain sales
as suppliers to this impactful industry.
17%
30%
19%
15%
8%
6% 5%
Local Visitor Spending by Major Sector
Hotels and motels, includingcasino hotels
Food and beverage
Gasoline stations
Retail Stores - Miscellaneous
Amusement and recreationindustries
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 81
Table 9. Total Employment by Industry
Direct
Effects
Indirect
Effects
Induced
Effects Employment
Hotels and motels 271 41 44 356
Food and beverage 98 15 16 129
Gasoline stations 36 5 6 47
Retail Stores -
General
merchandise
49 8 8 65
Amusement and
recreation
industries
15 2 2 19
Business Services 10 2 2 14
Other 96 14 15 125
Total 575 87 93 755
$0
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$25,000,000
Tourism Sales By Sector
Induced Effects
Indirect Effects
Direct Effects
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 82
Table 10. Tourism Income by Industry
Description Direct Effects Indirect Effects
Induced Effects
Labor Income
Hotels and motels, including casino hotels
$4,616,077 $1,453,566 $1,226,755 $7,296,397
Retail Stores - Food and beverage
$1,646,435 $518,450 $437,552 $2,602,436
Retail Stores - Gasoline stations
$748,407 $235,667 $198,894 $1,182,968
Retail Stores - General merchandise
$593,199 $186,794 $157,647 $937,639
Retail Stores - Miscellaneous
$365,574 $115,116 $97,154 $577,844
Food services and drinking places
$232,024 $73,063 $61,662 $366,749
0
50
100
150
200
250
300
350
400
Total Tourism Employment
Induced Effects
Indirect Effects
Direct Effects
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 83
Other amusement and recreation industries
$130,834 $41,198 $34,770 $206,802
Amusement parks, arcades, and gambling industries
$124,662 $39,255 $33,130 $197,047
Real estate establishments
$108,455 $34,152 $28,823 $171,429
Services to buildings and dwellings
$89,354 $28,137 $23,747 $141,238
Other $4,003,611 $1,260,706 $1,063,989 $6,328,308
Total $12,658,631 $3,986,104 $3,364,121 $20,008,857
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
$7,000,000
$8,000,000
Tourism Effects on Personal Income
Induced Effects
Indirect Effects
Direct Effects
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 84
Absolute impacts will be greater for the Parkway areas located in large urban regions or
with extensive tourism development. They will be lower in rural regions with fewer spending
opportunities and often lower prices. In relative terms, however, income and jobs supported
by heritage visitor spending will generally represent a much larger percentage of income
and jobs in rural regions than in urban areas, as rural regions with limited economic bases
will be more dependent on tourism-related activity. That is, 50 jobs in a large urban region are
relatively insignificant in terms of the overall economy, but they would make a significant
difference in a small rural community.
Duration of trip and overnight characteristics. For the majority of visitors to the
Parkway encountered during the year-long study, almost three-quarter (74%) indicated that
they were day-trippers (not making an overnight trip from home). Of the 26 percent of
users that spent at least one overnight, the vast majority were non-local Parkway users.
Thus, trip duration in days is assumed to equal the number of nights stayed plus one. For
locals, this average duration of trip in days was slightly more than one (1.04). But, for non-
locals, the average trip duration was 1.66 for those traveling on a weekend and 1.77 for
those traveling on a weekday. Somewhat surprising, weekday non-locals spent more nights,
on average, than those surveyed on weekends. This can be used to the Parkway’s advantage
by promoting weekday events, promotions and food and lodging specials. Only slight
variation in trip duration was evident throughout the various seasons of the year.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 85
For overnight users, we were further interested in their lodging characteristics. Responses
to lodging type for those spending an overnight are summarized in Table 11 below.
Table 11 shows the type of lodging used by overnight trail users.
Note from this figure that camping had the largest number of responses followed by hotels
and motels.
Attrition Issues. One of the most difficult problems in estimating impacts of heritage areas is
identifying which spending and impacts can be directly attributed to heritage area programs.
The impact estimates presented above counts all spending in the local area on any trip
involving a visit to the Parkway.
Not all of the spending of heritage area visitors would necessarily be lost to the region in the
absence of these facilities or programs. For example, it is usually assumed that local residents
would spend the money on other activities in the area, if the particular attraction or recreation
opportunity were not available. Heritage attractions are not always the primary purpose of
trips to the area, particularly for overnight trips that may be made to visit friends or
relatives, for business, or to visit the community more generally. Isolating the role of
heritage areas or particular marketing activities in generating additional trips and spending
requires fairly targeted research designs.
Visitors with the highest spending also tend to be the most likely to be traveling to the
region for a variety of purposes and activities. Overnight visitors were less likely than visitors
on day trips to be coming to the area primarily to visit heritage attractions. More
conservative spending and impact estimates can be made by attributing a portion of trip
spending to heritage areas when visiting heritage attractions was not the primary trip
purpose. The choice of how much to include is inherently somewhat subjective.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 86
XVII. PROJECTED 4 – YEAR ECONOMIC IMPACT OF FWHP
TOURISM
This study estimates that current visitors to the 15-county FWHP region generate $62 million
in direct economic impact on an annual basis (Table 12). An estimated 1,148,000 tourists
visited the Parkway in 2012. The number of visitors was calculated using the proprietary
methodology discussed previously in the IMPLAN V2P model. Based upon these findings,
the local visitors spent an average of $68.87 per day, while non-local visitors spent $228.80
per day and stayed in the Parkway an average of 1.66 for those traveling on a weekend and
1.77 for those traveling on a weekday. Applying IMPLAN regional multipliers, the
following economic impacts were projected for the next three years from 2013 – 2015, based
on the implementation of the programmatic strategies and Action plans prioritized by year in
Section XIV: Strategic Framework. Based on these assumptions stated in this report, the
projected 4 – year Economic Impact would be $62,242,871 for 2013, $65,933,939 for
2014, $72,527,333 for 2015 and $79,780,067 for 2016 respectively. These results showcase
the significance of the FWHP’s economic importance to the State of Wisconsin and the
communities within the Parkway, based on the heritage, cultural, outdoor recreation and silent
sports - related activities and culinary tourism initiatives and programs being planned for the
Parkway in the next 1 – 4 years.
Table12: PROJECTED 4 – YEAR ECONOMIC IMPACT OF FWHP
PROJECTED 3 – YEAR ECONOMIC IMPACT OF FWHP
Year Jobs
Created
Labor
Income
Economic
Impact
BASELINE - 2012 745.5 $20,008,858 $61,620,504
Year 1 - 2013 760.5 $20,411,820 $62,242,871
Year 2 - 2014 797.7 $21,409,478 $65,933,939
Year 3 - 2015 877.5 $23,550,426 $72,527,333
Year 4 - 2016 965.2 $25,905,468 $79,780,067
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 87
XVIII. STUDY - KEY FINDINGS The Fox Wisconsin Heritage Parkway is an ideal region for heritage, cultural,
culinary tourism and Water and Land – based Outdoor Recreation in Wisconsin. It
is important to note that this area touts year-round climates and venues suited to a
broad range of outdoor recreation and heritage activities. The region provides
plenty of access to waterways of all types, beautiful fall colors, winter snow; warm,
but mild summers. Another factor is access to a reasonable amount of
undeveloped, pristine spaces for relaxation and natural beauty.
Annual Baseline Economic Impact of 1,148,000 FWHP Visitors. Based on the
proprietary V2P Model, the estimated 2012 economic impact of the current
1,148,000 baseline visitors to the Fox Wisconsin Heritage Parkway region is 746
full time equivalent jobs that tend towards the tourism industry. Estimated labor
income of $20,008,858 annually, and contributes $61,620,504 in Direct, Indirect
and Induced sales from the visitors to the Region.
Projected 4 – year Economic Impact of the Parkway. Based on these
assumptions and program priorities stated in this report, the projected 4 – year
Economic Impact would be $62,242,871 in 2013, $65,933,939 for 2014,
$72,527,333 for 2015 and $79,780,067 for 2016 respectively. These results
showcase the significance of the FWHP’s economic importance to the State of
Wisconsin and the communities within the Parkway, based on the heritage,
cultural, outdoor recreation and silent sports - related activities and culinary
tourism initiatives and programs being planned for the Parkway in the next 1 – 4
years.
Taxes Collected. In 2012, Wisconsin will collect $5,714,415 in tax revenue from
Parkway businesses. The taxes collected will come from personal income taxes and
sales taxes. The personal income taxes collected from Parkway businesses’
workers amount to $438,996. The Sales are taxed in the form of the sales tax. Of
the total sales, the state collects $1,779,007. While this analysis focuses on sales
and personal income taxes, there are a wide variety of fees and taxes (both personal
and corporate) that contribute to federal and state budgets.
XIX. RECOMMENDATIONS (Listed in Priority Order) Build a strong Brand, Identity, Website and Marketing Plan for the Parkway.
Develop and implement FWHP brand, create a stronger, more unified website and
Parkway identity. Strongly consider changing the name of the Parkway as part of
the Branding process.
All of these things are necessary to achieve the end goal of effectively positioning
the Parkway and providing a unifying platform for your partners and stakeholders.
Based on third-party findings conducted by the Wisconsin Dept. of Tourism, their
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 88
Advertising, Marketing and interactive website, that has focused on visitors having
‘fun’ in Wisconsin, has demonstrated a significant return on their marketing
investment in 2010 and allowed them to achieve a 7:1 Return On Investment (ROI)
and an increase of 6% in Trips to Wisconsin from 2009 - 2010 which would also be
achievable for the FWHP.
Impact: Based on the baseline 1,148,000 visitors estimated to the Parkway and
their spending patterns, an estimated 6% increase in Year 1would be achievable,
and would equate an increase of 68,880 visitors and an economic impact of
$3,697,230.
Interactive, updated Website. Allows you to promote the Parkway 24/7, 365 days
per year with your users and visitors. Focus on an engaging, interactive design and
easy-to-use functionality to engage your visitors and users. If it is attractive, easy-
to- use and offers the information they will need, they are going to make a decision
to visit FWHP and enjoy the stories and adventures they can experience. This will
bring more visitors into the area encourage longer stays, increased expenditures
and overnight lodging throughout the Parkway.
Goal of the website should be to promote tourism and recreational use of the
Parkway and to promote partner attractions/communities across all segments of the
Riverways, through the development of Activity – Based Itineraries, guided and
unguided tours aimed at “Optimizing and Customizing’ the Parkway Visitors’
Experience.
Impact: An updated, interactive website would be part of the strategic Marketing
and Advertising Plan for the Parkway and would contribute to the estimated 6%
increase in visitors in Year 1 listed above that would equate an increase of 68,880
visitors and an economic impact of $3,697,230.
Optimize the Visitor’s Experience. Your mission is to both inspire and make it
easier for travelers to find their form of ‘Fun’ within the Parkway – whether it’s
paddle sports, hiking, birding, snow shoeing, heritage and cultural attractions,
geocaching or enjoying culinary delights. Your communications will need to
embody ‘Fun’ through your interactive website where they can plan and customize
their experiences in the Parkway, to developing your mobile app that will ensure
travelers can find their ‘Fun’ faster and consistent and frequent interaction with
travelers in social media spaces such as TravelWisconsin.com, Facebook and
Twitter will keep the Parkway ‘top of mind’ for fun experiences.
Impact: The mission of ‘Optimizing the Visitor’s Experience’ through the
initiatives in the strategic Marketing and Advertising Plan for the Parkway and
would help to contribute to the estimated 6% increase in visitors in Year 1 listed
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 89
above that would equate an increase of 68,880 visitors and an economic impact
of $3,697,230.
Mobile App for the Parkway. In addition to the Parkway website,EDP also
recommends developing a mobile version of the website for cell phones.The mobile
version of the site would make it easier for visitors to research things to do and places
to visit in the region while they are on the go.The site should be search engine
optimized so it is highly visible for travelers doing online research.A link to the site
will be included on all electronic promotional materials and informationrelating to the
tourism campaign.QR or Quick Response codes should be included in the app.
Impact: The development of a mobile app for the Parkway initiative in the strategic
Marketing and Advertising Plan would help to contribute to the estimated 6%
increase in visitors in Year 1 listed above that would equate an increase of 68,880
visitors and an economic impact of $3,697,230.
Lockhouse Renovations. Work with developers to encourage adaptive reuse and
renovation of the Lock houses within the Parkway for adaptive uses such as European
– style hostels, education centers, retail space or FWHP headquarters to create
additional economic impact and revenue sources within the Parkway.
Recommendations: Year 1: Conduct the overall planning, design and development to
renovate the lockhouses.
Impact: Year 2: Renovate one lock house and rent as a Riverway Hostel, Economic
Impact = $190,902. Years 3-4: Renovate a total of four lock houses and rent as
hostels, Economic Impact = $763,607. Year 5: Renovate up to a total of eight
commercial buildings and rent as hostels – five lock houses and three commercial
buildings located along the Parkway, Economic Impact = $1,527,215.
Develop a National Recreation Trail for the FWHP with increased network of public
access points supported by broad-based community partnerships. Increased access to the
Parkway, will lead to increased usage and awareness of the Parkway’s recreational, natural
resources, navigational aspects, and tourism opportunities. Nationally – designated trails
and Parkways impact our economy through Tourism, Events, Urban and rural
redevelopment, Community improvement, Property values, Health care costs, Jobs and
investment, and General consumer spending.
Impact: ‘The 437 million recreational visits to National parks and trails in 2010
supported more than 388,000 jobs nationwide and contributed over $44 billion in
economic activity. Many of those jobs were in rural communities.’
Source: Department of the Interior - Economic Contributions (2011)
Focus on Outdoor Recreation and Silent Sport Enthusiasts. Active Outdoor
Recreation enthusiasts create economic growth! Americans spend money, generate
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 90
jobs, and support local communities when they get outdoors. Simple, healthy outdoor
activities such as hiking, biking, paddling, camping, or bird/wildlife viewing generate
enormous economic power. (Refer to Appenndix R for more information)
The State of Wisconsin offers spectacular recreation opportunities especially along the
Fox and Wisconsin Riverways that bring in tourist dollars from out-of-state active
outdoor recreation enthusiasts. Wisconsin has a large base of active outdoor recreation
enthusiasts and recreation participation rates within Wisconsin are higher than most
other regions of the country. This may be attributed to the combination of
Wisconsin’s abundant recreation resources and the state’s four season climate. Source: SCORP 2005 – 2010 Report
Outdoor Recreation enthusiasts and Silent Sport enthusiasts are the most desirable
target demographic, touting median income between $60,000 - $79,999. This is greater
than the average household income of Wisconsin, which is $52,374 or the average
resident living within the Parkway of only $38,969. They range in age from 30 – 59
years, are employed full time and over 50% have graduated from college and 31%
have their master’s degree. Their disposable income allows them to travel to
participate in their Silent Sport, and spend money on food and lodging.
While the seasons and temperatures may vary in Wisconsin, the faces behind the ski
goggles, snowshoes, running shoes and bike helmets are often the same. You see the
same faces hiking or running the nearby trails and Parkways or slipping kayaks into the
surrounding lakes and rivers. This is what makes outdoor recreation Tourism unique –
sports enthusiasts change their sport activities to vary with the seasons – resulting in
repeat visits to the area in every season.
The Fox Wisconsin Heritage Parkway Region of Wisconsin is already positioned as a
great Outdoor Recreation venue for amateurs and pro athletes alike. This region has
already proven its ability to attract Outdoor Recreation enthusiasts and traveling
spectators statewide and regionally, thus creating a valuable economic impact for the
region. However, the Parkway needs to focus on gaining new visitors to the region
based on the growing segments of Outdoor Recreation include hiking/walking,
(86%), running (64%), biking (43%), paddling (39%), geocaching (39%) and
cross country skiing (25%). Since many Outdoor Recreation enthusiasts participate in
multi-sports depending on the time of year, it is vital to develop and implement a full
calendar of events aimed at these popular Outdoor Recreation enthusiasts year around
i.e. 5K,10K, half – marathons and other runs, Biking events, Paddle & Portage events,
Geocaching and Coldcaching events, etc. Marketing, promotional materials and
advertising for these year – around activities through the Parkway’s website,
TravelWisconsin.com and Outdoor Recreation websites should be developed and
budgeted.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 91
Impact: Outdoor Recreation and Silent Sport enthusiasts are passionate about their
sports and activities, participate year around and spend money. According to a
report generated by the Outdoor Industry Foundation organization, Wisconsin’s
active outdoor recreation economy:
Contributes over $9.7 billion annually to Wisconsin’s economy
Supports 129,000 jobs across Wisconsin
Generates $570 million in annual state tax revenue
Produces $7.5 billion annually in retail sales and services across Wisconsin –
accounting for nearly 4% of gross state product
Support the development of a Water Taxi. Identify and support the launch of a
water taxi business that would provide more visitors’ access to the Riverways and the
ability to experience the Parkway with a guided tour. Encourage the water taxi to
connect communities along the Parkway and tie together attractions, dining, waterfront
venues and concerts, to encourage ‘optimized’ visitor experiences. Launch the water
taxi on the segment from Green Bay to DePere during the busy Summer months as
‘proof of concept’ and then expand from there. To keep costs down, an existing boat or
pontoon could be used with a Captain that can also be the tour guide. Keep the water
taxi fares affordable ($5 - $8.00 depending on the length and duration, guided or
unguided ride options).
Impact: If we assume 20,000 riders (or 1,550 riders per week) at an average taxi fare
of $5.00 the gross revenue would be $100,000. Operational costs for operating the
water taxi would have to be estimated and reimbursed from the revenue stream.
Support the reinvigoration of the riverfronts and riverwalk initiatives and
activities across the Parkway that can be used to ‘link’ communities and their
attractions, events, activities and natural resources. Downtowns play a critical role in
the health of most cities. Riverfronts and riverwalks act as a key linkage to their Main
Street and Downtown districts, and in many ways comprise the “heart and soul” of the
community.
We recommend that the FWHP create a Waterfront Development organization and
Model (similar to the San Antonio, TX model) – to promote riverfront/river walk
communities and activities to attract and retain more visitors, provide them access to
the waterway and to tie the activities along the Rivers together. This effort will
contribute to revitalizing downtown commercial districts, since a healthy, viable
downtown district is fundamental to a city’s economic health, heritage and civic pride.
.Impact: In the San Antonio, TX Riverwalk model, the economic benefits included:
job stimulation, an increase in real estate values, new property development and a
substantial increase in the tax base. Those benefits, plus an estimated $12.5 million
annual tax benefit for the City of San Antonio from the construction of the linear
park, make this Riverwalk an economically beneficial project from end to end. In all,
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 92
over 10,000 new permanent jobs were created at project ‘build-out.’ The FWHP
Waterfront Authority could emulate much from this project.
Create an annual River Summit, where the Parkway can become the ‘leader’ in water
quality issues, waterfront development, conservation, and establish the region as the
‘World Water Hub’ for water research, economic development, and education.
Collaborate with the Milwaukee Water Council on this event. The event would become
an Income Revenue stream for the FWHP.
Impact: The economic impact of this event would be established in Year 1 with a
conservative event attendance estimated at 50 attendees and growing in attendance
each year after that. The FWHP River Summit should emulate the Milwaukee Water
Summit, with registration rates as follows:
Full Registration Rate: $375
Water Council Members: $275
Single-day Registration: $225
Water Council Members: $175
Year 1 annual revenue would be estimated at $13,750.
Advance and Increase the Opportunities for interpretation of the Parkway’s
Stories and Assets. Present the stories and themes of the rich history of the FWHP,
though a balanced and cohesive interpretation plan across the Parkway.
Improve perception and understanding of interpretative stories along the Parkway and
promote the Parkway Statewide, nationally and internationally.
Create new opportunities and develop existing events and assets as launching pads for
creating more awareness of the Parkway.
Impact: Recent research has shown that cultural and heritage visitors spend an
average of 60% more per trip than users of other trails.
Economic Impact of being an NHA or State Heritage Destination. There has been
focus and efforts regarding the Fox-Wisconsin Heritage Parkway working to gain a
National Heritage Area (NHA) designation. Recent research has shown that cultural
and heritage visitors spend an average of 60% more per trip than users of other trails.
These additional sales ultimately increase the impact of these visitors on the economy.
Impact: This will increase the number of full time jobs created in the market by 452
to a total of 1,207, which would contribute $32,014,172 annually in labor Income
and $98,592,806 annually for the local Fox Wisconsin Heritage Parkway region
economy based on direct, indirect and induced effects.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 93
XX. PERFORMANCE METRICS Source: Robert O’Donnell, UW – Oshkosh
Fox-Wisconsin Heritage Parkway - Requirement for Evaluation
1) Assess the progress of the local coordinating entity with respect to:
a) Accomplishing the purposes of this Act for the Heritage Area; and
b) Achieving the goals and objectives of the approved management plan for the
Heritage Area;
2) Analyze the Federal, State, local, and private investments in the Heritage Area to
determine the leverage and impact of the investments; and
3) Review the management structure, partnership relationships, and funding of the Heritage
Area to identify the critical components for sustainability of the Heritage Area.
Fox-Wisconsin Heritage Parkway - Program Goals under Section (b)(1)(B)
1) Enhance and promote regional heritage, while vitalizing local identities
2) Connect historic, natural and recreational resources along the corridor
3) Establish a water Parkway and green Parkway that expose users to the resources and
themes of the Parkway
4) Increase our quality of life and pride in our communities
5) Develop tourism and other economic opportunities while preserving cultural and natural
assets
Possible Performance Metrics for Fox-Wisconsin Heritage Parkway Goals
The following examples of performance metrics were drawn from the various organizations
researched and should be customized to the specific needs of the Fox-Wisconsin Heritage
Parkway.
Enhance and promote regional heritage, while vitalizing local identities.
Annual Survey by the Heritage Parkway of Local Economic Development Organizations
and Chambers of Commerce to determine:
Businesses created by heritage parkway activity
Total number of jobs created by heritage parkway activity
Annual Survey by the Heritage Parkway of Regional, County & Local
Planning/Zoning/Community Development Officials to determine:
Changes in protected open space acreage within/attributable to heritage parkway
Historic resource restorations and adaptive reuses within/attributable to heritage parkway
Changes in listed historic resources and districts within/attributable to heritage parkway
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 94
New designated resources – byways, historic districts, protection, arts & entertainment
districts – to attract or contribute to heritage area, heritage tourism
Annual Survey by the Heritage Parkway of Local Tourism Officials to determine:
Number of enhanced heritage attractions, activities, events within/attributable to heritage
parkway
Increased attendance at heritage attractions, activities, events within parkway
New designated resources – byways, historic districts, protection, arts & entertainment
districts – to attract or contribute to heritage area, heritage tourism
Heritage Parkway Activity – Recordkeeping
Workshops held and number of participants
Number of organizations served through technical assistance and grant programs
Local communications, programs to educate residents about regional identity
Increased number of volunteer hours and dollars donated locally
Increase in number and variety of exhibits/events
Increase in visitor awareness levels from those identified through past benchmark survey
Installation of gateway, reassurance, and partner site signage
Increase in marketing efforts: number of web site hits, documented media coverage,
presentations
Increase in number of educational materials available to adults, families, and classrooms
Enhancement of educational materials available to adults, families, and classrooms
Increase in projects funded
Number of sites that distribute heritage parkway brochures
Heritage parkway festival and event attendance
Map and guides are updated on an annual basis
Heritage Parkway Activity – Annual Surveys
Workshop follow-up to determine actual implementation – report as result
Anecdotes from stakeholders, residents
Possible Performance Metrics
Connect historic, natural and recreational resources along the corridor
Heritage Parkway Activity – Activity Recordkeeping and Annual Surveys
Number of formal resource partnerships with written agreements
Number of informal or “relationship” resource partnerships
Number of joint resource development projects with formal and informal partners
Number of partner volunteer hours contributed towards corridor projects
Dollars leveraged through partner participation in corridor projects
Joint workshops held and number of participants
Number of resource organizations served through technical assistance and grant program
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 95
Installation of gateway, reassurance, and partner site signage in corridor
Increase in number of resource partner sites in corridor
Number of community websites and heritage websites linked to heritage parkway site
Creation and growth Peer-to-Peer networks among resource partners
Heritage Parkway Activity – Annual Surveys
Joint workshop follow-up to determine actual implementation – report as result
Establish a water Parkway and green Parkway that expose users to the resources and
themes of the Parkway
Heritage Parkway Activity – Activity Recordkeeping
Miles of water and/or green Parkways established in past year
Increase in water and/or green Parkways mileage from prior year
Installation of gateway, reassurance, and partner site signage along water and/or green
Parkways
Amount and frequency of media coverage of the water and/or green Parkways
Number and type of water and/or green Parkways projects completed in past year
Number of water and/or green Parkways projects completed on time
Creation and maintenance of on-line maps of water and/or green Parkways
Increase of quality of life and pride in our communities
Water and air quality improvements
Annual Survey by the Heritage Parkway of Local Economic Development Organizations
and Chambers of Commerce to determine:
Businesses created by heritage parkway activity
Total number of jobs created by heritage parkway activity
Annual Survey by the Heritage Parkway of Regional, County & Local
Planning/Zoning/Community Development Officials to determine:
Changes in protected open space acreage within/attributable to heritage parkway
Annual Survey by the Heritage Parkway of Local Tourism Officials to determine:
Number of enhanced heritage attractions, activities, events within/attributable to heritage
parkway
Increased attendance at heritage attractions, activities, events within parkway
New designated resources – byways, historic districts, protection, arts & entertainment
districts – to attract or contribute to heritage area, heritage tourism
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 96
Heritage Parkway Activity – Activity Recordkeeping
Number of quality of life projects funded within heritage parkway during past year
Year-to-year increase in quality of life projects within heritage parkway during past year
Examples of recognition by political leaders of the benefits of assured funding for the
heritage parkway and the associated benefits of its resultant programs.
Willingness of political leaders to advocate for the continued work of the heritage
parkway.
Examples of recognition by the public of the benefits of assured funding for the heritage
parkway and the associated benefits of its resultant programs.
Willingness of members of the public to advocate for the continued work of the heritage
parkway.
Examples of recognition by resource partners of the benefits of assured funding for the
heritage parkway and the associated benefits of its resultant programs.
Willingness of resource partners to advocate for the FWHP
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 97
XXI. NEXT STEPS AND PLAN IMPLEMENTATION Following distribution of the Draft EIP, there should be a review and comment period by Candice
Mortara , the FWHP Board members and the Wisconsin Economic Development Corporation.
They will have opportunities to provide comments on the projected economic impact, business
and management plan including the preferred alternative.
Following the comment period the EIP planning team will evaluate comments received from
stakeholders and reviewers, other agencies, organizations, businesses, and individuals regarding
the Draft EIP. If the results of the review do not identify any potential for significant impacts, the
EIP planning team will summarize the comments received on the Draft EIP and document the
alternative selected for implementation.
Implementation of the approved comprehensive EIP plan will depend on future funding from
FWHP and its partners. Some actions will also depend upon partnership funds, time, and effort.
The approval of an EIP does not guarantee that funding and staffing needed to implement the plan
will be available. Full implementation of the plan by the FWHP and its partners could be many
years in the future.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 98
XXII. BUSINESS PLAN
BUSINESS PLAN
Business Name Fox Wisconsin Heritage Parkway
Main Contact: Candice Mortara
Location Appleton, Wisconsin
Legal Form 501(c)(3) nonprofit organization
Business Plan Purpose The Fox Wisconsin Heritage Parkway (FWHP) concept was
created in 1991 by the National Trust for Historic
Preservation and the Wisconsin Department of Tourism, with
the purpose of highlighting and enhancing the unique heritage
of the State of Wisconsin by exemplifying and promoting the
cultural, historical, and recreational resources of the rivers.
Business Description The boundaries of the FWHP derive from the Fox and
Lower Wisconsin Rivers. These rivers span 280 miles
across the State of Wisconsin, from the bay of Green Bay
to Prairie du Chien, at the confluence of the Wisconsin
and Mississippi Rivers. The original concept of FWHP
was to acknowledge and promote an appreciation for
these rivers as a route of historic exploration, and its
contribution to Wisconsin and national heritage. This
Riverway is significant as it was the exploration route of
Fr. Jacques Marquette and Louis Joliet. It encompasses
15 counties and more than 40 municipalities. The FWHP
is defined by its waterways, but also celebrates how two
rivers have shaped Wisconsin’s journey through
significant historical events, industrial breakthroughs,
cultural advances, enjoyment of recreational riches and
environmental recovery.
History
The original Fox-Wisconsin Heritage Parkway concept was conceived over a decade ago to
acknowledge and promote an appreciation for this route of exploration, and its contribution to
our state and national heritage. In 1991, the first efforts along the Parkway evolved from the
vision of persons such as Assembly Speaker David Prosser, who is today a Wisconsin Supreme
Court Justice, and numerous civic leaders and organizations. They brought together a large group
of interested citizens and worked to refine the concept, the vision, and the action steps necessary
to create a successful Parkway. They then brought it to the National Trust for Historic
Preservation and the Wisconsin Department of Tourism. This is when the Parkway first received
its name and plans for a unified system of interpretation. East Central Wisconsin Regional
Planning Commission (ECWRPC) saw the potential of this project and drafted the original
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 99
concept plan published in 1997. The organizations, citizens, and ECWRPC remained a mainstay
of the effort, and worked closely with area communities.
It was believed that the first step in preserving this nationally significant waterway was to
preserve its navigability. At that time, the U.S. Army Corps of Engineers owned and operated
seventeen lock sites along the Fox River and were proposing to shut them down permanently due
to decreased industrial usage. The coalition working on this project realized what a detriment this
would be to the area and worked tirelessly with our state and federal congressional delegations to
prepare the agreements and secure the transfer of the federal lock properties to the State of
Wisconsin, thereby saving the locks from being rendered forever inoperable.
The transfer of ownership of the seventeen Lower Fox lock sites, as well as the 350 acres of land
containing almost ten miles of water frontage associated with the locks, canals, and dams took
place in September of 2004. In the year that followed, ECWRPC facilitated the creation and
organization of the Fox River Navigation System Authority (FRNSA) as prescribed in the
Wisconsin legislation to refurbish and manage the lock system. A decade after the original plan
was published, the vision of the Heritage Parkway remains as important and inspiring as ever;
and now that navigation was being restored to the waterway, it was seen as time to turn attention
to the rest of the Parkway plan.
Friends of the Fox and the ECWRPC decided, therefore, to formally revisit the Parkway concept
with the purpose of seeking a National Heritage Area designation from the National Park Service
(NPS). An executive committee was formed to examine the Parkway’s potential for this
designation. A feasibility study revealed the executive committee’s findings, and was submitted
to Congress and the NPS in June 2009. Legislation was formally introduced in July 2010 in both
Houses and is currently working its way through the committee process.
FWHP has a critical role in early discovery and settlement of the central United Sates and it’s
shaping of life in Wisconsin. It has contributed to the national story and ample reasons for
visitors from in and outside of Wisconsin to want to experience it.
Vision for the Future
Studies have shown communities that invested in their cultural, environmental, and scenic
resources saw numerous benefits including:
Growth in community pride
Job creation
Increase in tourism
MISSION, VISION & VALUES
Fox Wisconsin Heritage Parkway’s mission is to tell the story of Wisconsin’s unique history in a
compelling way so as to inspire those who hear it. This history is possible solely because of the
rivers and so we must tie it with the natural beauty of the area and offer an enjoyable outdoor
experience on river trails and in parks, which will inspire more people to engage in recreation
and exercise.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 100
Vision Statement
The FWHP’s vision statement is to significantly improve local organizations’ access to resources
and shared knowledge among historical societies, museum, environmental groups and tourism
agencies.
Mission Statement
The FWHP’s mission state is to provide a better visitor experience by improving programs and
facilities throughout the Parkway and by developing a collaborative network among the
communities within the Parkway.
THE ORGANIZATION
FWHP is led by a Board of Directors who has countless years of experience in running non-
profit, for profit, and educational ventures. The FWHP is a 501(c)(3) nonprofit organization. The
Board of Directors consists of 12 to 18 Board members. Each of the river segments (Lower Fox
River, Upper Fox River, Lower Wisconsin River) will be represented by a minimum of three
(3). These three members shall be:
1. One representing the areas’ regional or county planning commission
2. One representing an area university, and
3. One representing a friend’s organization
Members at large will include:
1. One representing Wisconsin Tourism
2. One representing the Wisconsin Department of Natural Resources
3. One representing American Indians
4. One representing the Wisconsin State Historical Society
5. One representing a university student
6. One representing the business community
State organizations such as the Wisconsin Historic Society, Wisconsin Department of Tourism,
Wisconsin Business and Industry and the Department of Natural Resources are represented, as is
an American Indian tribal liaison.
The Board of Directors is supported by a team, which includes active working committees from
each river segment, bringing in the local perspective. Specifically, our team has solid experience
in organizing events, interpreting history, marketing to the local and non-local community and
achieving key goals.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 101
Organizational Values
The love for the rivers, its people, history, and natural beauty is the foundation is FWHP reason
for being. Protecting and sharing this waterway is FWHP’s highest priority. There is a growing
demand for outdoor experiences and recreation that is nature based, but there is also an
educational and heritage component that people want to experience.
Services
The FWHP has been dedicated to joining these two riverways and telling the stories
(history) about these rivers and their effect on the development of Wisconsin. In addition,
outdoor recreational activities continue to grow more popular and there is more demand to in
increase public access to these waterways. In order to achieve this, the Parkway offers many
services to partner communities including the following:
Coordinated Historic Interpretation and Education
o In 2011 FWHP contracted with Interpretive Solutions to develop an Interpretive
Master Plan (IMP) for the Parkway including cultural and historic education
strategies. This plan is to be completed by the end of 2012 and to be implemented
starting in 2013.
Water and Land Trail Development
Toolkits and technical support to assist local communities to succeed in:
o Heritage Preservation
o Historical Storytelling o Natural Resource Preservation o Trail Development o Tourism and Marketing
Grant Writing Assistance
Grant Making
Coordinated Destination Marketing
o In 2011, FWHP contracted through a grant between the City of Berlin and
Wisconsin Economic Development Corporation with Economic Development
Partners to development an Economic Impact Master Plan for the Parkway. This
report is to be completed by the end of 2012 and will be implemented in 2013.
TARGET MARKETS
Tourism attractions and inventories for their region center around the various activity-based
themes and audience segments:
A. Land-based recreation (hikers, bikers, cross-country skiers, hunting, etc.)
More than 20% of the 93 million Americans who participate in hiking, backpacking,
mountain climbing, and camping are enthusiasts who participate frequently. There are
many sources of motivation for these active individuals, including social interaction, a
sense of achievement, a connection with nature, an adventurous spirit, and a focus on
exercise and health.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 102
Hiking. There are almost 30 million hikers in America, of which 4.8 million are frequent
participants. The distribution of participants among age groups is fairly even, with the
highest percentage existing between the ages of 35 to 44 and an average age of 38. Hikers
are balanced between genders, as 55% are male and 45% are female. Just over half of all
hikers are married and 34% have a household income above $75,000.
Walking. One of the definitions of hiking is “walking.” Many recreational organizations
have linked hiking and walking into one category because they are so similar in trails that
they use and demographics.
Biking. Recreational biking generates $1.5 billion in economic activity a year in
Wisconsin. 49 % of Wisconsin residents enjoy biking for recreation, making it among the
most popular outdoor activities in the State. Biking recreation currently supports more
than $924 million in tourism and resident spending each year, of which nearly $533
million is direct impact occurring annually, such as travel, equipment sales and restaurant
expenditures. Increasing nonresident biking by 20 percent has the potential to increase
economic activity by more than $107 million dollars and create 1,528 full-time equivalent
jobs, mostly in retail, lodging and food service.
Hunting. According to the national Fishing and Wildlife Association, on the average a
hunter spends $1,896 per year on hunting which is 5.5% of a typical wage earner’s annual
income.
Wisconsin is ranked #3 in the U.S. by Annual Hunting-Related Retail Sales spending
nearly a million dollars a year on retail sales with a multiplier effect of over $.7 billion
dollars in sales
Geocaching. A relatively new sport, Geocaching and its economic impact has not been
researched. However, one town in Athens Ohio, feels, “It's been a big hit for us. We've
had a lot of people come from outside the area, and everyone that's traveled in from out of
state has stayed overnight, which has been pretty awesome. Those who stay in town often
venture off and spend money in the uptown area, providing revenue for our businesses.
We don't have any numbers yet or statistics of the economic impact, I haven't calculated
that yet but from what I can estimate, it's been at least a $500,000 economic impact since
June of 2010.”
B. Water-based recreation. (Paddling, canoeing, kayaking & sailing, fishing etc.)
Water-based outdoor activities are among the most popular recreational activities in
Wisconsin. Abundant water resources across the state offer a wide variety of recreation
options from high speed motor boating to lazy lounging at the beach. Just under half of
Wisconsin residents participate in motor boating, visiting a beach, or swimming in a lake
or stream. The Fox Wisconsin Heritage Parkway provides approximately 280 miles of
shoreline for water-based participants, are also popular areas for water recreation.
C. Nature-based activities (walking, geology, wildlife, hunting, etc.)
Nature-based land activities are those outdoor recreation activities that occur in
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 103
undeveloped settings. While limited developed facilities may be used in conjunction with
these activities, the typical nature-based land activity participant wants to experience
natural surroundings. Visiting wilderness areas is the most popular nature-based land
activity in Wisconsin with 38.3% of Wisconsinites participating. Hiking and camping are
also popular with approximately one third of state residents participating in each. Other
less popular nature-based land activities include rock climbing and geocaching. These
activities involve more specialized, technical equipment and therefore appeal to a smaller
demographic than other uses in this category.
D. Heritage, Arts and Culture Enthusiasts
Today’s cultural heritage travelers are more well-traveled and more well educated than
previous generations of travelers, and they expect more from their travel experiences—
making quality and authenticity more important than ever before. These same higher
expectations and increasing competition for the visitors’ time also mean that the visitor
experience has to make the site or program come alive.
Cultural heritage tourism development is a gradual process that takes a long-term
commitment. These four steps of assessing, planning, preparing and marketing are ones
that successful programs repeat time and time again as they continue to expand their
offerings—and their audience.
E. Culinary Tourism
Culinary tourism occurs when visitors seek to experience cuisine and culture together.
Examples of culinary tourism include wine tourism in California, cheese sampling in
Wisconsin, maple syrup tasting in Vermont, and Cajun food experiences in Louisiana. A
diverse range of businesses including farms, restaurants, gourmet or specialty food stores,
cooking schools, tour operators, breweries, wineries, historical attractions and many other
related businesses across the country have capitalized on their regions’ culturally unique
cuisines to attract visitors. Culinary tourism entails travel based in part or around culinary
activities such as farmers markets, culinary festivals, eating tours, chef-led cooking
classes, wine-country retreats, etc.
Culinary Tourism is growing in Wisconsin, and this growth is spurring from the growing
demand for local foods of the new tourist sector. Culinary tourism is defined as the pursuit
of unique and memorable culinary experiences of all kinds. It is much more than dining
guides and restaurants weeks. It encompasses cooking schools, cookbooks, and kitchen
gadget stores, culinary tours and tour leaders, wineries, breweries, food growers and
manufacturers, and more. Authenticity is also of critical importance to culinary tourists.
81% of culinary tourists make from $40,000 to over $100,000 annually, 50% have a
college degree, 62.7% are female, and their ages range from 45 to 65 years old.
Culinary tourism is not Agri-tourism. While the seeds of cuisine are in agriculture, and
agriculture and cuisine are inextricably linked, the two are very different. Agritourism is a
subset of rural tourism, while cuisine is a subset of cultural tourism, as cuisine is a
manifestation of culture.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 104
F. Agritourism
Agritourism is defined as “visiting a working farm or any agricultural, horticultural or
agribusiness operation to enjoy, be educated or be involved in activities happening there.”
Agritourism has seen a rise in popularity in the United States over the past decade from
both farmers and tourists.
Agritourism includes a number of activities that take place on farms including hayrides,
pumpkin patches, u‐pick operations, wine and brewery tours, and food‐based activities
(culinary tourism.)
According to Burdoc (2009), Agri-tourism has four main features:
• Combines elements of the tourism and agriculture industries
• Attracts members of the public
• Designed to increase farm revenue or profitability
• Provides recreation, entertainment, or an educational component to its visitors
When compared to Wisconsin data from the US Census, Wisconsin’s agritourists (median
age of 52 years) are older than the average Wisconsin resident (median age 38.5 years).
Agritourists in Wisconsin also have higher levels of educational attainment and higher
household incomes that the average Wisconsin resident.
Median spending during respondents’ last trip involving agritourism was $137.50.
G. Birding
Viewing/photographing birds is an activity popular across all age groups and state
regions—over 40% of Wisconsinites (1,700,000 people) participate in the activity. Unlike
other forms of more active recreation, bird watching is a uniquely serene pursuit—quiet,
non-destructive, and based in a natural setting. Many birdwatchers value this natural
aspect, enjoying the opportunity to be in the fields or woods, away from the noise and
sometimes hectic pace of the city. Interestingly, most birdwatchers don’t need to go far
from home to find this peaceful atmosphere—85% bird watch within 1 mile of where they
live. Other birdwatchers value the educational aspect of the activity, taking the time to
search for new species and learn the different behaviors, calls, and appearances of
different birds. Bird watching is often done as a family activity, making the sport a
uniquely social way to spend time in nature. As the activity has become more popular, the
state has begun to develop bird watching Parkways. These Parkways often feature driving
routes with stopping points to observe birds and other wildlife. These new Parkways are
expected to further increase the popularity of bird watching. Fifty-two percent of birders
are over the age of 45 years-old and 46% are male and 54% are female.
Wisconsin is in the Top 3 states for Bird watching activities with an overall participation
rate of 26%, behind Iowa (33%) and Minnesota (33%). Out of the 1,454,000 birders in the
State of Wisconsin, 79% were state residents and 21% were from out of state. Forty-two
percent of birders travel more than a mile from home to bird watch, visiting both private
and public lands. Birders spend money on a variety of goods and services for trip-related
and equipment-related purchases. Trip-related expenditures include food, lodging,
transportation, and other incidental expenses. These direct expenditures are only part of
the economic impact of birding.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 105
H. Eco-Tourists
Ecotourism is a form of tourism involving visiting fragile, pristine, and relatively
undisturbed natural areas, intended as a low-impact and often small scale alternative to
standard commercial (mass) tourism. Its purpose may be to educate the traveler, to
provide funds for ecological conservation, to directly benefit the economic development
and political empowerment of local communities, or to foster respect for different cultures
and for human rights.
Generally, ecotourism focuses on socially responsible travel, personal growth, and
environmental sustainability. Ecotourism typically involves travel to destinations where
flora, fauna, and cultural heritage are the primary attractions. Ecotourism is intended to
offer tourists insight into the impact of human beings on the environment, and to foster a
greater appreciation of our natural habitats.
I. Virtual Users
The newest, rapidly burgeoning segment of users may not be physically present at all;
such “virtual users” may experience the Parkway solely via electronic media. Providing
engaging, information-rich online experiences is the key to reaching these users. Fox
Wisconsin Heritage Parkway’s website should feature in-depth interpretive content to
educate and excite visitors; interactive elements to help visitors explore the Parkway and
associated resources; and links to additional information and services. Elements such as
maps, downloadable podcasts, still images, video and blogs will enrich online
experiences. The ultimate objective is to inspire these users to plan an “on-the-ground” (or
water) Parkway experience at a site(s) or along a
CULTURAL AND HERITAGE TOURISM
The industry today encompasses cultural and heritage specialists, who are an important resource
for the travel and tourism industry in providing these customers with accurate, insightful
interpretation of local assets. Communities throughout the U.S. have developed successful
programs linking the arts, humanities, history and tourism. Cultural and heritage organizations—
such as museums, performing arts organizations, festivals, humanities, and historic preservation
groups—have formed partnerships with tour operators, state travel offices, convention and visitors
bureaus (CVBs), hotels, and air carriers to create initiatives that serve as models for similar efforts
across the U.S.
An integral but often invisible component of the cultural and heritage sector are the artists, per-
formers, writers and other creative workers whose skills and vision bring to life our nation’s genius
and ideas. These living traditions are often supported by the cultural and heritage tourism
infrastructure of institutions, galleries, performance spaces and other community venues that make
a significant contribution to economic and community development. The arts, humanities and
heritage involve and benefit local residents in developing the narrative that creates a sense of
place, which the travel and tourism industry can promote, market and brand. Cultural and heritage
tourism also provides a means of preserving and perpetuating our nation’s cultural heritage
through education, increased revenue and audiences, and good stewardship.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 106
TOURISM PRODUCT DEVELOPMENT
FWHP is a unique position to build some unique Tourism products for the Parkway.
Uniquely American Experiences
Product development encompasses the preservation, enhancement and promotion of our nation’s
natural, historic and cultural resources. Cultural and heritage specialists can assist the travel and
tourism industry in developing new tour itineraries, regional circuits and thematic packages of
attractions and activities. However, we must first assure that the natural, historic and cultural
resources that are the basis of such products are identified, preserved and enhanced. Sustaining and
developing these historic and cultural resources, which are often within the public domain,
depends in part on the need to increase public and private sector investment. For cultural and
heritage organizations such investment depends on:
1. Adopting sound business practices
2. Increasing advocacy of the economic and social benefits of their assets
3. Diversifying both their product mix and partnerships.
Authenticity and Quality
Historic and cultural attractions express, interpret and preserve our national cultural heritage. Their
contribution to the visitor experience is twofold:
1. The interpretive programs and materials they present must be of high quality, providing
accurate information in engaging and memorable ways.
2. The artisans, performers, writers and artists that bring a place to life for visitors should
meet the highest standards of that community.
The cultural and heritage segments should fulfill their important role in the travel and tourism
industry by increasing understanding of the significance of authenticity and its effect on visitation,
marketing and branding. Travel and tourism industry professionals should recognize visitors’
desires to experience the “real America,” which can best be done through its historic sites and
monuments, its living traditions and landscapes, museums and other cultural organizations, and its
people.
The Visitor and Resident Experience
The travel and tourism industry and cultural and heritage organizations must work together to
ensure that the visitor experiences available in the U.S. are memorable, visually attractive and
rewarding. Quality design of environmentally sensitive signage, entryways, streetscapes and public
facilities—combined with good interpretation— can illuminate the landscape for the visitor,
provide coherence to the visitor’s experience, and ensure that the tourism infrastructure is itself a
part of a high-quality tourism and resident experience. Good design can also make an important
contribution to safety and security, mitigating the physical and intangible barriers to visitors by
creating a sense of welcome for visitors.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 107
Wayfinding and Visitor Orientation
Advances in technology have created numerous opportunities to guide and orient visitors and
residents to cultural, natural and historic sites and attractions. The growth in technology has many
benefits, but it also threatens to create a digital divide between visitors and sites trying to meet
ever-increasing technological changes. Leadership at the local, state and federal levels that
includes communities, transportation and the various sectors in the cultural and heritage tourism
industry should explore how to integrate and harness technology into a consistent wayfinding and
orientation system. Wireless wayfinding and orientation strategies must complement maps and
highway signage, which should use consistent symbols nationwide to identify cultural, historical
and natural attractions.
EDUCATION/TRAINING
Cultural Conversations
Education and training forms a bridge between the educational missions of most nonprofits and
the commercial for-profit sectors in the cultural and heritage tourism industry. Community
residents should be among the first contingent of 10 cultural and heritage visitors, finding out
about themselves, their neighbors and their cultural and heritage assets. In the process of educating
residents about the value of its own place, the for-profit and nonprofit interests in the cultural and
heritage tourism industry can address opportunities to educate their leaders and staff in crafting a
cultural and heritage tourism product that integrates all the ingredients of place—natural, cultural
and historical resources, and living traditions. Educating community residents is an effective
means of using local citizens as tourism ambassadors for a region.
Partnership Framework
Legal, financial and policy barriers, both real and imagined, to effective cultural and heritage
tourism programs exist at all levels of government. Business and the not-for-profit sector should
work together to support the development and expansion of cultural and heritage tourism to the
maximum extent with appropriate policies, programs and funding. Programs and policies should
enhance and support partnerships as strategic, efficient and effective and increase federal
interagency partnerships, as well as cross-sector state, local, tribal and private sector partnerships
in support of cultural and heritage tourism.
Key Values
The cultural and heritage tourism industry should develop alliances and messages that effectively
convey the public benefits of its industry, including but not limited to economic value, authentic
experiences, and “sense of place.” In policy, programs and process, leaders should advocate for
and implement policies that also align with public values of diversity, accessibility and
sustainability. Public policymakers, the cultural and heritage tourism industry and private leaders
should recognize and actively address the needs of preserving, protecting and sustaining the broad
array of cultural, natural and historic resources and creative talent that form the backbone of our
national identity.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 108
Investment
Public sector development policies and programs often do not acknowledge cultural and heritage
tourism strategies as true sustainable development in terms of job creation, tax revenue and
leveraged investment. There is therefore a broad lack of understanding of this sector by public
agencies, and insufficient community and entrepreneurial assistance available in the form of grants
and loans, tax incentives, sales and marketing support, and similar mechanisms to help the travel
and tourism economy is competitive and viable. Civic, government and private sector leaders
should build on policies at the state, local and federal levels to foster complementary strategies,
tools and resources to encourage and leverage private investment in cultural and heritage tourism
and support citizen volunteerism.
Stewards
The stewards of natural, cultural and historical assets must be assured that cultural and heritage
tourism respects the traditions, values and sensitivities associated with these assets. They must
believe that tourism and other development activities provide sustainable benefits that do not
sacrifice the integrity of a community’s assets for greater marketability. Sustainability addresses
both programmatic needs, and the viability of the resources themselves. Strengthening local
leadership and support from all the stakeholders is the key to striking a balance between an optimal
visitor experience and economic opportunity and the needs of the community to preserve and
sustain its historic, cultural and natural resources.
Sustainability
The implications of tourism and other development should include impacts not just on natural
resources, but also on historic and cultural resources such as the built environment and local ways
of life that attract visitors to a destination. In planning for tourism, the stakeholders should
anticipate developmental pressures and apply limits and management techniques that sustain
natural resources, heritage sites and local culture and institutions. Sustainability should conserve
resources; respect local culture, heritage and tradition; focus on quality balanced with economic
opportunity for residents; optimize the visitor experience through a creative mix of cultural, natural
and historic resources; and measure success not in numbers alone, but also in the integrity of the
experience that contributes to economic viability of the institutions, resources, community and its
residents.
Access with Minimum Impact
The cultural and heritage tourism industry should work with local communities to find ways to
ensure visitor access to natural, historic and cultural resources in ways that will avoid damaging or
destroying those resources. New technologies (e.g., lightweight viewing platforms in fragile
landscapes, specialized vehicles, software) and creative management practices (e.g., conservation
easements, design guidelines) should be used wherever possible to minimize impact.
Representatives of the industry should be a voice for resource protection as well as promotion.
Cultural Stewardship
Poorly planned tourism development can endanger not only a destination’s environment, but also
the very culture of the people who live there. Local cultural organizations should:
1. Work with the travel and tourism industry to improve visitor awareness of the need to
preserve natural, historic and cultural resources by minimizing the impacts of visitation.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 109
2. Expand or develop training and outreach programs for all the stakeholders in cultural
and heritage tourism to address planning, marketing, product development, technology,
economic opportunity and their effects on sustainability
3. Focus on educating government agencies, civic leaders, natural resource managers and
others on the inherent potential of cultural, natural and heritage assets, and the need for
investment in these assets, to provide educational value, recreation opportunities and a
stimulus for community and economic development.
Stakeholders in Stewardship
In planning and executing development, the involvement of stakeholders—local community
leaders; resource managers; cultural and heritage institutions; artists, interpreters and performers;
tourism, business and other representatives—is key to creating and sustaining cultural and
heritage tourism projects and resources. Sustainability requires investment in fi ne-tuned
assistance like micro-lending institutions, common venues, and Internet sales and marketing, as
well as in other areas to help communities and individuals participate and stay viable in the
tourism economy. Sustainable cultural and heritage tourism should strive to give local
stakeholders more control over their product mix and their story, and instill an ethic of
inclusiveness and sense of participation in a larger global enterprise.
MARKET ANALYSIS Travel in the United States
Since March of 2010, the travel industry employment has expanded by 223,000. This marks a 3.1
percent increase in employment – faster than the 2.4 percent rise in employment in other sectors of
the economy. As a result, the travel industry has already gained back 45 percent of the job losses
suffered during the recession. By comparison, the job gains in the rest of the economy to-date
have offset just 35 percent of the job losses during the recession. As the largest segment of the
travel industry, accounting for 87 percent of all travel expenditures, in 2010 domestic travel
spending totaled $656 billion and directly supported more than 6.5 million American jobs. (2-28-
2012 U.S. Travel Industry Press Release)
According to the United States Travel Association, over the past decade, domestic trips grew by
an average of .05 percent each year, while the fastest yearly increase in domestic trips was 3.5
percent in 2010. If the growth continues by 3 percent per year over the next five years (from 2012
to 2017) with this growth, direct travel spending will increase by $272 billion and total economic
output including indirect and induced effects will increase by $625 billion. This increase in total
economic spending will support the creation of an additional 976,000 jobs by 2017.
Cultural/Heritage Travel in the United States
There are growing national and international markets for nature and heritage based tourism. As
noted by the Travel Industry Association of America (TIAA), tourism futurists believe the travel
markets that are most likely to increase in coming years are those seeking enrichment, health,
revitalization, enhancement, ecotourism, and soft adventure. This reflects growing interest in
environmental and cultural/heritage forms of travel. The Fox-Wisconsin Heritage Parkway will
be a destination for those travelers.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 110
Culture and heritage tourism remains one of the fastest growing segments of the travel industry.
There is a strong indication that visits to a cultural or heritage attraction enhances visitors’
enjoyment of a place and causes them to return. In a 2010 study conducted by Mandala Research
for the U.S. Cultural & Heritage Tourism (USCHT) Marketing Council, in conjunction with the
U.S. Department of Commerce. Heritage Travel, Inc., a subsidiary of the National Trust for
Historic Preservation, and its website www.gozaic.com was the lead sponsor of the study, the
following information was reported for cultural/heritage travel in the United States:
78% of U.S. leisure travelers (118 million adults) participate in cultural and/or heritage
activities when traveling, contributing $192 billion annually to the U.S. economy.
Fully 40% of all leisure travelers in the U.S. alone can be classified as those who actively
engage in cultural and heritage travel. They contribute nearly $124 billion to the U.S.
economy.
24% of U.S. leisure travelers (36 million) will take a cultural/heritage trip within the next
12 months.
Cultural/heritage travelers took an average of 5 trips in the past year compared with
slightly less than 4 trips for non-cultural/heritage travelers.
These travelers spend more money on cultural/heritage trips ($994 on average) than is
spent on the average U.S. trip ($611). Half of these expenditures are spent on activities,
dining and shopping.
65% of these travelers seek travel experiences where the “destination, its buildings and
surroundings have retained their historic character.”
Two-thirds of cultural/heritage travelers visited historic sites.
More than half visited museums/galleries.
58% want their travel to be educational and make an effort to explore and learn about the
local arts, culture, environment and history.
45% spend more money on cultural/heritage activities than on other activities while on a
trip.
37% would pay more for lodging that reflects the cultural/heritage destination they visit.
57% of these travelers use websites as their travel information source.
Cultural and heritage travelers are active online;
67% use Google, and 42% use Facebook.
Additionally, the study found that cultural and heritage travelers are more likely to participate in
culinary activities, such as sampling artisan food and wines, attending food and wine festivals,
visiting farmers’ markets, shopping for gourmet foods and enjoying unique dining experiences, as
well as fine dining.
Other cultural and heritage activities identified by travelers included:
Visiting historic sites (66%)
Attending historical re-enactments 64%)
Visiting art museums/galleries (54%)
Attending an art/craft fair or festival (45%)
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 111
Attending a professional dance performance (44%)
Visiting state/national parks (41%)
Shopping in museum stores (32%)
Exploring urban neighborhoods (30%)
Travel in Wisconsin
According to the United States Travel Association, in 2007 in Wisconsin:
Travel Spending
Total direct travel spending (leisure and business) $9,120,000
Total leisure direct travel spending $6,923,000
Leisure travel share of all travel (percent) 76%
Total leisure Travel Tax Receipts $1,099,000
Travel-Generated Employment
Total direct travel-generated employment 115,500,000
Direct leisure travel-generated employment 89,300,000
Fox Wisconsin Heritage Parkway
Regionally, the FWHP serves the residents of the 15 counties found within the Parkway, in
addition to the heritage travelers from around Wisconsin and the United States. The
demographics of the communities within the Parkway boundaries (cities, townships and
villages adjacent - a 2 to 10 mile radius from the river) in these 15 counties include:
515,376 population
282,418 labor size
316,501 total employees
Average income of $42,270
Tourism Expenditures (2011): $4 billion
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 112
Counties in the FWHP - Visitor Spending and Impact
Source: Longwood’s Tourism Economics, 2010 Visitor Spending SData
ORGANIZATION SWOT ANALYSIS
As of part of our Core Economic Planning Committee initiative, EDP worked with Guident to
interview the FWHP Board members and stakeholders to develop a SWOT (Strengths,
Weaknesses, Opportunities and Threats) Analysis which was then presented to the Board of
Directors in August, 2012.
Methodology
EDP used the standard SWOT analysis format and tested it first with our Core Committee. Once
we received the results, EDP then teamed up with Guident, another FWHP consultant, to
implement a SWOT survey and present the findings to the Board of Directors. The survey was e-
mailed to the Board, Core Team members and stakeholders and consisted of the following four
basic SWOT questions: (For full report - See Appendix S):
Strengths
o What do you do well?
o What are your assets?
o What are your core competencies?
o Where are you making money?
o What experience do you have?
Weaknesses
County 2010 2011 2010 2011 2010 2011 2010 2011 2010 2011
Wisconsin $9,197.3 $9,897.7 180,608 181,369 $4,292.2 $4,418.5 $1,202.1 $1,270.9 $917.6 $951.7
Brown County $480.0 $536.9 10,949 11,339 $367.0 $383.3 $76.5 $82.2 $93.2 $97.9
Calumet County $23.2 $23.8 620 609 $11.1 $11.4 $3.2 $3.3 $1.8 $1.8
Columbia County $88.3 $106.0 1,585 1,747 $29.8 $33.0 $11.9 $13.2 $6.9 $7.7
Crawford County $33.0 $37.2 681 713 $11.7 $12.4 $4.9 $5.3 $3.2 $3.4
Dane County $817.7 $893.7 18,688 18,984 $467.1 $484.3 $114.5 $121.9 $90.6 $94.8
Fond du Lac County $84.4 $103.6 2,146 2,368 $46.5 $50.7 $12.5 $14.1 $8.0 $9.0
Grant County $39.7 $40.0 950 896 $18.8 $18.7 $5.1 $5.2 $3.1 $3.0
Green Lake County $28.9 $32.7 687 716 $12.0 $12.9 $4.6 $4.9 $2.8 $3.1
Iowa County $29.2 $29.6 432 418 $10.1 $10.2 $2.9 $3.0 $1.6 $1.6
Marquette County $16.0 $18.1 273 285 $4.1 $4.3 $2.2 $2.3 $1.2 $1.3
Outagamie County $260.1 $283.3 6,217 6,265 $137.3 $141.9 $36.5 $38.6 $24.0 $25.0
Richland County $15.2 $16.8 304 310 $5.9 $5.9 $2.0 $2.1 $1.2 $1.2
Sauk County $754.2 $809.6 10,495 10,449 $195.0 $204.1 $96.3 $101.8 $63.0 $66.7
Waushara County $61.4 $59.8 926 840 $13.8 $12.5 $7.0 $7.0 $4.1 $3.8
Winnebago County $189.6 $201.7 4,645 4,615 $102.8 $105.7 $25.5 $26.7 $16.6 $17.3
Visitor Spending Employment Labor Income State and Local Federal
Millions Millions Millions Millions
Visitor Spending and Impacts
Wisconsin and Counties
Taxes
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 113
o What do you need? (marketing, planning)
o Where do you lack resources?
o What can you do better?
o Where are you losing money?
Opportunities
o What new needs of customers could you meet?
o What are the economic trends that benefit you?
o What are the emerging political and social opportunities?
o What are the technological breakthroughs?
o What niches have your competitors missed?
Threats
o What are the negative economic trends?
o What are the negative political and social trends?
o Where are competitors about to overtake you?
o Where are you vulnerable?
A second wave was sent to remind those who did not return them to do so. Others requested that
EDP call those who did not respond and take the survey information over the telephone. Out of 17
Board members, we received a total of 12 responses a 70% response rate. Because EDP partnered
with Guident, EDP analyzed the Opportunities and Threats. The following are the responses:
Strengths
o Dedicated, creative, energetic, effective leadership
o Strong, diverse, motivated and committed Board of Directors
o Long-term commitment to the project
o Committed team of contractors and consultants
o Strong and dedicated volunteer tradition
Weaknesses
o Capacity – staffing needs
o Part-time Administrative Assistant
o Lack of Community Outreach person
Part-time Community Liaison
o Funding concerns
Profit centers and sustainable funding sources
o Lack of Standard Operating procedures (SOPs)
Operational Plan, SOPs, Board Assessment (QuadBoard)
o Management shortfalls
Full-time Executive Director and Management Plan
Opportunities –Challenges
o When an Executive Director is in place with staff
Develop management, marketing and economic impact plan to take
advantage of the opportunities that exist today
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 114
Increase and maintain business partnerships
Build stronger community relationships
Develop fund raising programs - private and public
Promote volunteer groups
Develop marketing, communications and operational plans
o Expansiveness and diversity of the Parkway
Develop a comprehensive economic impact and tourism plan of the array of
heritage activities along Parkway and its economic impact to all its
communities
Develop itineraries to tie together tourism and economic
development inventories along Parkway
Incorporate appropriate heritage stories to engage visitors within the
Parkway
Develop an interactive Parkway web-site, as well as social media,
virtual media, maps and special mobile apps plans
o Rich opportunities along Parkway for increasing tourism experiences
Nurture and a strengthen tourism relationships with CVB’s (Convention
and Visitors Bureau) and Business Chambers
Promote existing visitor experiences and heritage activities
Develop new heritage activities (i.e., river taxis)
Develop a plan to help promote access to the Parkway and to the DNR
public lands as recreational opportunities for people of all abilities
o Statewide FWHP branding and marketing plan
Develop a clear branding message that can be easily used through-out the
Parkway (i.e., Silos and Smokestacks)
Develop a marketing plan
Statewide
Regionally (surrounding states)
Nationally
o Develop an economic impact plan
Encourage the communities and regions along the Parkway to collaborate
together to expand economic development
Create and retain jobs
Increase visitors spending and repeat visits along the Parkway
Create itineraries for all seasons
Develop entrepreneurial and new business opportunities along the
Parkway
Threats
o Lack of consistent communication with public, businesses, advocates about the
Parkway/Weak collaboration with other similar interest groups along Parkway
Develop a management plan that defines who will be responsible for
communication to the various audiences and how often communication
needs to occur.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 115
Through the economic impact plan encourage stronger collaboration among
the many organizations throughout the Parkway
o Lack of consistent communication with public, businesses, advocates about the
Parkway/Weak collaboration with other similar interest groups along Parkway
Develop a management plan that defines who will be responsible for
communication to the various audiences and how often communication
needs to occur.
o A potential that funding and donations may dry up and/or competing with other
nonprofits for remaining funds
Encourage the communities and regions along the Parkway to collaborate
together to expand economic development
Develop a plan to encourage entrepreneurial and new business
opportunities along the Parkway
The economic impact plan should address ongoing sustainability of the
Parkway
o A potential that funding and donations may dry up and/or competing with other
nonprofits for remaining funds
Encourage the communities and regions along the Parkway to collaborate
together to expand economic development
Develop a plan to encourage entrepreneurial and new business
opportunities along the Parkway
The economic impact plan should address ongoing sustainability of the
Parkway
o Unstable and changing political climate
o Public and property rights activist groups’ misperceptions are not being managed
Within the management plan prioritize who and what is the procedure for
handling any issues that arise with various groups.
Economic Impact Plan (EIP) for the FWHP
EDP conducted interviews with a number of organizations and individuals on the Economic
Impact and Tourism opportunities in the FWHP. Interviews were held with the following people
and associated agencies who agreed to participate in this study:
Tom Baron, East Central Regional Planning Commission
Aaron Schuette, Brown County Planning Commission
David Connelly, Crawford County Economic Development Corporation
Russell Kashian, UW- Whitewater, Director, Fiscal and Economic Research Center
Bob O’Donnell – UW-Oshkosh Center for Entrepreneurship and Innovation
Wisconsin Economic Development Corporation (WEDC)
o JD Milburn
o Jason Scott
o Jennifer Kuderer
o Mary Gage
o Paul Jadin
o Doug Thurlow
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 116
The purpose of this study is to provide information to help partner communities effectively tell the
story and better serve visitors to the FWHP and to identify opportunities for future initiatives in
the FWHP. The University of Wisconsin – Whitewater, FERC assisted with the study.
The objectives of the study are:
To identify trip characteristics of visitors to the FWHP;
To identify the demographic profile of the visitors to the FWHP;
To assess the economic impact of visitors to the FWHP;
To assess management of FWHP;
To assess the level of satisfaction of visitors to the FWHP.
EIP - Executive Summary
The Economic Impact Plan study examines the economic impact of Visitor Spending and
economic opportunities identified for the Fox Wisconsin Heritage Parkway (FWHP) Region. The
Fox Wisconsin Heritage Parkway Region of Wisconsin which covers approximately 280 miles,
meanders across fifteen counties from Green Bay to Prairie du Chien, and provides all the vital
elements that outdoor recreation land and water enthusiasts, heritage, cultural, culinary tourists
and birders are looking for when participating in their sports and activities, including
entertainment, heritage area attractions, natural beauty, terrain, dining and the overall visitor
experience. Data collected from over 1,200 outdoor recreation and paddling enthusiasts surveyed
were used to estimate the current and existing patterns of visitor spending and total economic
impact of outdoor recreation land and water enthusiasts and heritage tourism on the State of
Wisconsin and local economies along the FWHP. Surveys conducted and referenced in the study
included the Canoecopia Paddling event in Madison, Wisconsin, University of Whitewater -
Financial and Economic Research Center (FERC), Tourism Economics and the 2011 Wisconsin
Statewide Comprehensive Outdoor Recreation Plan (SCORP). Outdoor recreation enthusiasts,
heritage and cultural visitor spending profiles used in the proprietary V2P model were developed
for two visitor segments: local residents traveling throughout the Parkway and those from outside
the local area, either traveling on day trips and/or overnight trips involving stays in local hotels or
lodging.
The culmination of these visitor surveys provides the economic model and findings used within
the EIP report. Results indicated that 71.2% of respondents are involved in outdoor recreation and
silent sports on a weekly or daily basis and are highly motivated and committed, 89 percent of the
spectators have some form of post-secondary education, 60 percent of the spectators come from a
household whose income is at least $50,000 – $74,999, and outdoor recreation/silent sport
enthusiasts spent an average of $50 - 100 on meals, etc. during their silent sport trip.
Based on the proprietary V2P Model, the estimated 2012 economic impact of the current
1,148,000 baseline visitors to the Fox Wisconsin Heritage Parkway region is 746 full time
equivalent jobs that tend towards the tourism industry. Estimated labor income of $20,008,858
annually, contributes $61,620,504 in Direct, Indirect and Induced sales from the visitors to the
Region. Based on the assumptions stated in this report, the projected 4 – year Economic
Impact would be $62,242,871 in 2013, $65,933,939 for 2014, $72,527,333 for 2015 and
$79,780,067 for 2016 respectively. These results showcase the significance of the tourism and
economic importance of the heritage, cultural, culinary tourism and silent sports - related activities
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 117
within and surrounding the Parkway.
Marketing Plan
The Fox Wisconsin Heritage Parkway is an area that has great potential to increase itsvisibility
and awareness as a tourist destination, thereby increasing its revenue stream from tourism.The
region hasmanypositiveand desirable attributes, uniquevenues, and three beautiful, scenic
rivers, the Lower Fox, Upper Fox and Lower Wisconsin Rivers. These waterways are known for
being the ‘hardest working rivers in the Wisconsin’, which connects Lake Michigan with the
Mississippi Rivers known as nationally as the ‘hardest working river in the country.’ Fox
Wisconsin Heritage Parkway can be Wisconsin’s biggest tourist destination.
The various tourism stakeholders throughout the Heritage Parkway worked diligently in EDP’s
Core Planning Committee and indicated that they would like to unify the region and collaborate
together in its tourism efforts.There are an abundance of unique and complimentary natural,
cultural, heritage and recreational tourist offerings throughout the Parkway region.By
collaborating together, the various tourism entities can maximize benefitsfor all locations and
communities located throughout the Parkway. Itineraries were developed through EDP’s Core
Planning Committee specifically created for the various tourist activities that will make it easy for
them to travel from between the communities of the Parkway and encourage them to spend the
night in the Parkway, thus increasing overall tourism expenditures.
The purpose of this marketing plan is to increase overnight stays and to maximize the educational
and new branding campaign as a unifying effort for all of the tourism stakeholders in the Parkway.
Objectives
The primary objectives of this marketing plan are to:
Unify the region and maximize its educational and promotional outreach potential to
future visitors.
Obtaininputfromallstakeholdersontheunique characteristicsoftheregion and
to capture these characteristics and ‘essence’ in the new Brand logo, strategy and
marketing efforts.
Obtainbuy‐infromallstakeholderstoparticipateintheregional Branding and
collaborative marketingefforts to unify and strengthen the tourism potential of the
Region across all the seasons of the year.
Educate all visitors and potential visitors and to make the Parkway a catalyst to
enjoying a more relaxed and real tourist destination that delivers on the Brand promise
of delivering ‘Authentic Experiences.’
Obtain funding to develop, implement and support the Brand launch and roll-out
campaign in the market with a robust, multi‐layered integrated marketingcommunications program.
UnifyRegional tourism promotion efforts while promoting each individual
communities’ unique contribution to the whole.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 118
Work with the communities to include venues and attractions of interest in theirareas
and tie them together across the Parkway to encourage increased visitor spending and
overnight stays.
Increase tourism across all the seasons of the year by working collaboratively to cross-
promote and market each community’s events within the Parkway. Maintain a full
Calendar of Events.
Work to increase overnight stays during all the seasons, but especially in the winter
and spring seasons, which statistically have the lowest overnight room occupancy.
Make tourists aware of the many natural, cultural, heritage and recreational activities
available throughout the Parkway through the use of the integrated Tourism Itineraries
based on activities and attractions they enjoy, using a web-based tool.
Provide a unified picture or itineraries of all of the activities to choose from sotourists
will not have to hunt things out on their own.Make it easy to enjoy the attributes of
the Parkway once they get there!
Target Geographic Markets
Madison, Wisconsin andsurroundingareasincludingthefollowingcounties:
Milwaukee,Dodge, FondduLac,Waukesha,Jefferson,Kenosha,Racine,
Rock,andSheboygan
The Fox Cities area of the State
AllofNorthernIllinois including Chicago and surroundingsuburbsincludingthe
following counties:Cook, Boone, De Kalb, Du Page, Kane, Lake,McHenry, and
Winnebago
Rochester, Minneapolis and St.Paul, Minnesota
Dubuque, Iowa
Outdoor recreation and silent sports enthusiasts from Wisconsin and the surrounding
states
Families looking for outdoor activities during all the seasons of the year
Culinary Tourists
Competitors
National Heritage Areas
National Parks
Silos & Smokestacks, Iowa
Door County and Bayfield, Wisconsin
Obstacles
Lack of a Parkway Brand campaign.Lots of confusion out there among visitors and
potential visitors particularly with the Fox River located in Illinois
Lack of education, awareness and visibility for the current Parkway’s array of natural,
cultural, heritage and recreational assets, programs and initiatives.
Opportunities
Acknowledge that there are enough attractions and venues of interest in theParkway
to give everyone a share of the cultural/heritage tourism business.Bypooling
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 119
resources there is much more ‘uniqueness’ to attract a bigger tourismbase with
diverse interests.
Offer a wide variety of activities and events to broaden the interest
base and attract visitors who want to participate in ‘authentic experiences.’
Piggybacking onto events and activities going on in neighboring cities orcommunities
may draw visitors to the area for a longer stay.
Increase visitor traffic in Winter and Spring Venues: The followingisa
representativelistofthevarious activities and venuesthatshould be promoted:
o Any special events taking place during the winter months, like ice fishing or an
ice sculpting competitions.
o Outdoor venues featuring cross country skiing, downhill skiing, snow shoeing,
iceskating, sledding, tubing, snowmobiling, ice fishing, or any other winter
sporting activity.
o Resorts and spas for pampering indoor experiences.
o Bed and breakfast and lockhouse (future) establishments, inns, and hotels that
offer cozy getaways.
Promote restaurants, shoppingandentertainmentvenueslikethe theaters, art or
music festivals, destination and educational venues such as Prairie du Chien’s Villa
Louis, local museums, wildlife refuge and develop other destinations to support the
other cultural activities.
Strategy
Inorder for this campaign to be embraced by all stakeholders, everyone should beinvolved in
the planning phase.We recommend a series of stakeholder’s strategic planning meetings with the
focus of the larger regional marketing and calendar of events to better inform all participants, and
to use this information in promoting on individual and the FWHP website and to build the
marketing program from the ground up with ideas and input from allparticipants.
Each community can indicate what they have to offer for attracting tourism across all the seasons
of the year –both outdoor and indoor activities, venues and lodging. It will also be necessary to
gain buy‐in and participation from local business owners.Representatives from local businesses
can also be invited to participate in the strategic planning meetings. Another possibility is to have
each community stakeholder reach out to businesses in their areas andsolicit participation and
cooperation.This is a challenge in that all must be included beyond a ‘paid advertisement’ for
each business to fully communicate to visitors the offerings available. A strategy for analyzing an
increase in sales will illustrate the results of this cooperative initiative. Businesses that want a
more prominent role in advertising could continue to pay for those spots, but it is important to
solicit all participants for a collaborative listing.
Interview and hire a company to develop and implement the new FWHP Brand that will assist in
creating the brand recognition of the area and that will be utilized by all community and business
stakeholders intheir promotional efforts. This will create more cohesive promotions, and will be
astep in educating, developing and promoting the new brand for the region.Once the new Brand
has been developed, it should be used in season - specific marketing campaigns or ‘clustering’ of
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 120
communities that relate to specific segments of the Rivers (Lower Fox, Upper Fox, Lower
Wisconsin Rivers ).
We also learned from reviewing current research that visitors gain information in a varietyof
ways. Whileonline (websites, social media such as Facebook, Twitter, Foursquare, mobile apps,
etc.) travel research has certainly become the standard for many travelers, there are still those who
are influenced by print advertising and other social media.The recommendations made in the
implementation program will utilize technology to communicate with audiences to peaktheir
interest, draw them to the area, and communicate with them while they are in the area.This can
be augmented by the strategic placement of media in relevant print and travel publications, and
social media in key geographic locations.
The development and implementation of a coordinated FWHP signage program (DOT highway
directional signs, regional entrance signs with the new regional brand, way-finding signage
indicating that ‘You are now entering the Fox Wisconsin Heritage Parkway’) would be especially
helpful to travelers and visitors to the Parkway and begin to educate those ‘just passing by’ of
what they might be missing.
Implementation
The implementation plan should be viewed as a living document.The plan will be adjustedand
enhanced based on input received from community and business stakeholders and tourism focus
group members.The plan and budget may need to be adjusted based on thefinancial resources
available for the marketing campaign.
CreativeApproach
The development of a unifying Parkway Brand is an important first step in formulating of a
cohesive marketing campaign.Once the creative branding approach has been developed, all
marketing initiatives can be developed witha common look and feel.
LocalPromotions
Each Parkway stakeholder (community business chambers, main street member, orCVBmembers) can invite local businesses and influencers in the community to participate on a
committee for identifying venues and determining special promotionpackages and potential
itineraries for their location.This will help to generate excitement and ensure that each
community is included in the promotion.The results produced by these committees wouldbe
presented at the stakeholders’ strategicplanningsessions.
Interactive – An updated FWHP Website
In addition to every stakeholder promoting the tourism activities on their specific websites,a
central Parkway website location which already exists, needs to communicate the various natural,
cultural, heritage, recreational assets of each of the communities within the region, so visitors can
find out everything they need to know in one place.Suggestions by EDP’s Core Planning
Committee recommended a central place to obtain information on everything thatis going on in
the area which links to all community-specific websites that decide to participate.This Parkway
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 121
site wouldfulfill that need and be the primary marketing tool forthecampaign.All other
promotional tactics can be directed back to the individual communities and Parkway websites.
Information should be organized so it can be searched in a variety of ways – by date, location,
type of activity, type ofaudience/visitors, etc.Aninteractive map/itinerary would allow visitors
to plan their trip throughout the region and be directed to activities and venues that are of interest
to them. Suggested itineraries, either regional in focus, or perhaps based on seasonal offerings
and desired trip length promoted to the visitor could also be included.
Mobile Apps for the FWHP Region
In addition to the regular website,EDP also recommends developing a mobile version ofthe
website for cell phones.The mobile version of the site would make it easier for visitorsto
research things to do and places to visit in the region while they are on the go.The siteshould be
search engine optimized so it is highly visible for travelers doing online research.A link to the
site will be included on all electronic promotional materials and informationrelating to the
tourism campaign.QR or Quick Response codes should be included in the app.
EmailPromotions
Email promotions can be deployed through Parkway and each community’s Convention and
Visitors Bureau (CVB) and Chamber’s email deployment system using an HTML templatethat
has been designed for the promotional campaign.We also recommend looking at purchasing or
renting travel email lists that are within the target markets.
Literature
Information on the tourism and Branding campaign can be included in the existing VisitorGuides
distributed throughout the Parkway.The site URL would be featured in the VisitorsGuides to
direct tourists to the Web to learn more about the activities within the Parkway.A toll free number
may be included for those who would like to call with questions or foradditional information.
Although print literature can be more costly than some other initiatives,it is imperative thatcomplete information on all of the activities, venues, and locations be disseminated to potential
visitors who don’t conduct their travel research on the Web. Because activities relating to the
tourism and branding campaign will take place all over the region, it isimportant to make
locating venues and activities as easy as possible for visitors, some ofwhom may not be familiar
with the area.Creating a comprehensive, easy-to-use map or itinerary, of the region that
highlights all of the outdoor and indoor activities would benefitvisitors who are trying to
navigate through the region and take advantage of all of theavailable offerings.
In addition to being used as fulfillment for phone and Web inquiries, the maps can also bedistributed by local businesses, hotels, rrestaurants, theatres, technical and college campuses, Chambers and CVBs prior to the kickoff of the collaborative Branding campaign.Thisgives
local business and tourism stakeholders a chance to have face to face contact withpotential
visitors and through their enthusiasm generate excitement about the campaign asthey pass out the
maps and provide visitors with a reason for a return visit.Lodgings are anespecially good place
to distribute the maps because they can directly influence return visitsresulting in overnight
stays.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 122
Advertising
Our media placement recommendations are based on the following criteria:
TravelWisconsin Co-op Advertising Program offered by the Wisconsin Department of
Tourism. It pools the resources of the Department with individual organizations and
advertisers to generate a more powerful Wisconsin travel message. It offers
opportunities in print, online, at TravelWisconsin.com and in email blasts.
Researching media that is directed toward the identified demographics of the target
audience.
Finding the best value for media placed.
Negotiating value‐added packages combining paid and earned media.
Online
Banner ads can be placed on relevant websites to target the various audiences in theMadison,
Travel Wisconsin andnorthern Illinois, Iowa and Minnesota areas to drive them directly to the
Parkway’s website.Media research will help determine the best placement opportunities based on
the available budget.
Pay‐Per‐ClickCampaign
Implementing a Google Ad Words campaign to promote the Parkway’s new Brand.Branding
promotion Website will be noticed in common searches for outdoor and silent sport travel as well
as nature, culture, heritage and other Parkway activities by the targetaudiences.TheAd Words
campaign would help draw more visitors to the central site andinform more people of the
county’s activities that may not have otherwise visited the site.
The Parkway can evaluate print publications based on the targeted audiences, potentialnumber of
impressions, and possible co‐op opportunities.It may be feasible to purchase a spread ad in key
suburban Illinois publications that also include earned media opportunities,such as email
deployments and online promotional opportunities.The cost of the co‐op spread ad can be shared
with business stakeholders who would like the opportunity toadvertise their offerings for the
tourism branding campaign with a limited budget.The impact of one large ad with several
businesses featured under one promotional banner ismuch greater and much more cost effective
than if the businesses were purchasing the media on their own.
PublicRelations
Public relations will require a process defining who will be the one to take the interviews,
particularly if they are phone calls into various offices. It is recommended that a process be
designed that defines:
Before any press release, have a bullet point text prepared with more information about
the subject, and details about what information can be released about the organization.
Assign a person to take “interview” calls.
Try to have the person leave their phone number and have the person call back shortly
thereafter. This gives the primary person some preparation time to review the press
release informatioin before the interview.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 123
Following are the elements that are recommended for a comprehensive public relations
initiative of the overall campaign.
Don’t give out too much information, stick to the script as much as possible
The goal in this inview process is for the interviewee to have control of the interview.
Media Relations
Because this is a multi-regional initiative, it will have higher visibility and generate
more interest than a single event.Communication lines can be with key members of
Wisconsin and Illinois media to keep them informed of everything happening in the
Parkway. Sending editorial alerts on a regular basis to all media outlets to give them
the pertinent information they need about the campaign.There is also the potential to
generate interest for TV, radio and newspaper interviews of various stakeholders
during the campaign.It will be important to create media “buzz” in the Parkway.
NewsReleases
A series of timely news releases will be deployed to media prior to andthroughout the
duration of any marketing campaign.This is a cost‐effective wayto reach media both
in the target and peripheral markets.
MediaKits
Media kits that include news releases about the Parkway, TravelGuides, and other
relevant information can be prepared and provided to select media outlets.Themedia
kits will also be made available online on the website.Perhaps a smallgiveaway that
captures the theme can be included to catch the attention of editors.
MediaAlerts
Media alerts will be sent to TV stations for specific events that provide video and photo opportunities to media.
Online/PrintEventCalendars
Every opportunity to get events associated with the Parkway. FWHP must be listed in
print and online event calendars, especially on the TravelWisconsin.com website must
be taken advantage of.
SocialMedia
It is important with all social media outlets to have information relevant for a variety of
interests and audiences, to keep the information current, and todialogue with your
audiences on a regular basis. While there are a variety ofsocial media outlets that
can be utilized, there are several that are moreappropriate for the target audience in
this campaign.We recommend thefollowing outlets to promote the FWHP region to
its targetaudiences:
Blogging
Foursquare
YouTube
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 124
Special Facebook and Twitter pages can be set up for the seasonalpromotions and
events. Since many of the area CVBs have Facebook and Twitter accounts,they can
link to the Parkway’s website from their various sites. The site wouldalso have links
to the various social media outlets. Because Foursquare is a geo-cashing location site,
visitors can use it to communicate their whereabouts withfriends who are in the area,
recommend activities, and plan to meet up with them. Video clips of visitors enjoying
the Parkway’s activities should be posted onYouTube, including both indoor and
outdoor activities on a regular basis.
PremiumsandPromotions
Special offers and premiums can be provided by area businesses to visitors.
Special offers/coupons/contests/packages that can be used for drawings will encourage
potential visitors to register for information. Contests that offer free packages and
coupons for reduced rates are attractive to people searching for deals and can entice
more visitors to the Parkway.
How to Contact Us
The Parkway should have a Wisconsin Hotline, a toll free number should be provided on all promotions for tourists to call for information or order literature.
This can be an existing number, like the FWHP’s toll free number, or a special phone number relating to the campaign can be established.This dedicated line can help track/measure the effectiveness of the promotion and help quantify the results. This number along with the site URL should be included on all
promotional materials.
KEY RECOMMENDATIONS
As listed above, there are many marketing tools to use to market the Parkway. It is recommended by
EDP:
1. Re-brand the Parkway first! All current marketing efforts, the web site, producing maps, any
special promotions should incorporate your new brand. It is much more cost effective to run as
status quo until a new brand is developed and finalized. So that every new piece and every
promotion can display your new look.
2. Ideally, it would be great to launch the new brand and your website at the same time as the
launch of a new look will also drive people to the Parkway’s site. Also ideally, this launch
should be before April 1, 2013.
3. As the Parkway works on the branding process, meeting with your communities to set the stage
about the branding process and include them in this process as much as possible. This is a two-
step process:
a. Meet or communicate with all the communities in the Parkway and explain the many
marketing programs you will be incorporating in 2013 (concentrating on the 15
economic impact communities along the Parkway). Ask for their input.
b. Follow up with the communities on progress and let them “buy-in” on looking at the
final 2 or 3 drafts prior to making a decision. Everyone has to feel the brand fits their
communities and they need to be involve in the process if they so desire.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 125
c. Provide the communities with the brand and some ideas how they can use it in the
future, such as:
i. Linking their sites to the Parkway’s web site and have access to adding items to
the itineraries if appropriate.
ii. Explain the features of the web site that will help tourists navigate through the
communities, for example maps of access to rivers for every community
iii. Explain how all visitors’ itineraries can be printed for them whether it is for
one day or multiple days.
iv. Have a promotional item displaying your new logo
v. Provide all the communities with a brand manual (how they can use the
new logo in the future and give them examples of how they can put their
logo on it as well….providing additional buy-in for the communities).
4. Once the Brand is ready.
a. Let your e-mail list (current supporters) know first by e-mailing them a special
announcement and linking it to your new web site.
b. Once your current supporters receive their e-mails, send out press releases to a list of
publications, radio stations, etc. through the Parkway. Along with a promotional item
with the new logo on it.
5. If your web site can’t be changed when you launch your new look, develop a banner for your
web site on the new look and have it launched the same day as your press release to the media.
6. After this initial launch, the Parkway Community Relations/Program Manager should visit
every community, offer special presentations to the community with a short video and handout
pieces (like the media kit), that explains the FWHP’s importance to helping communities bring
in more nature, cultural, heritage, recreational visitors to their communities. Explain the great
features of the FWHP website, the maps, the itineraries the links to communities, valuable
information for visitors, etc.
7. A phone application is becoming a more critical tool being used by the majority of visitors
particularly when actually visiting in the Parkway. Introduce this next important tools being
developed by FWHP for the communities.
Management Currently a 17 member Board of Directors (including the Executive Standing Committee -
President, Vice President, Treasurer, Secretary, and Founder) lead the organization. The Executive
Standing Committee includes:
Candice Mortara – President
Dan Reinhold – Vice President
Tom Baron – Secretary
Mike VandenHogen – Treasurer
John Forster - Founder
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 126
According to FWHP’s current by-laws, the FWHP Board of Directors will number between 12
and 18 members. Each river segment (Lower Fox River, Upper Fox river, Lower Wisconsin
River) will be represented by a minimum of three (3). These three members shall be:
1. One representing the areas’ regional or county planning commission
2. One representing an area university, and
3. One representing a friend’s organization
Members at large will include:
1. One representing Wisconsin Tourism
2. One representing the Wisconsin Department of Natural Resources
3. One representing American Indians
4. One representing the Wisconsin State Historical Society
5. One representing a university student
6. One representing the business community
The Boards present makeup is highly represented by institutional or public agencies. With this
arrangement, the Board of Directors does not have enough representation from local businesses,
users of the riverways, property owners (such as businesses, farmers and individuals), and others.
As FWHP moves the Parkway into the next level, these people need to be participating in
committees or represented on the board in order to have a well-rounded board that represents all
aspects of the Parkway.
Much of the Board’s current focus is on managing FWHP’s current operations with only one
part-time employee (an administrative assistant). The Board has accomplished a number of
milestones and with all the programs and operational planned for the next three years, needs to
set a priority of hiring an Executive Director.
RECOMMENDATIONS
1. EDP does not recommend for the Board to amend their Bylaws, and add more Board
members (their current Bylaw have a maximum of 18 Board members). EDP does
recommend, as board members retire, to make sure they work on getting more non-
institutional and non-public board members to more evenly representation the Parkway
and all its constituents on the board.
2. A Board of Directors Committee( BOD committee) be formed (one from each Riverway)
who are responsible for determining possible board members as board members terms
expire and developing a BOB procedures manual, which will include:
a. The interviewing process.
i. Seeking candidates
ii. Interviewing and recommend candidates to the Board for consideration.
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 127
iii. Removing current Board members who are not fulfilling their
responsibilities.
b. This committee is responsible for overseeing that the Board make-up is not
skewed unevenly to ensure that each of the nature, interpretation, and business and
tourism development goals are well represented on the Board of Directors.
c. In the short term to even out FWHP representation, consider asking potential
board members to participate in current and new FWHP committees.
d. The BOD Committee will oversee the roles and responsibilities of Board
Members. Besides having fiduciary responsibilities and exercising ultimate
oversight of the FWHP, Board members can expect to:
i. Participate in one FWHP committee intended to support both
organizational vision and management.
ii. Provide continuity for the organization by setting up a corporation or legal
existence, and to represent the organization's point of view through
interpretation of its products and services, and advocacy for them
3. Select and hire an Executive Director to whom responsibility for the administration of the
organization is delegated and reviewed quarterly by the Board, which includes
a. Reviewing and evaluating of his/her performance regularly on the basis of a
specific job description including:
i. Executive relations with the board
ii. Leadership in the organization, in product/service/program planning, and
iii. Implementation and management of the organization and its personnel
b. Acquire sufficient resources for the organization's operations and to finance the
products/services/programs adequately
c. Account for the products and services of the organization and expenditures of its
funds, including to:
i. Provide for fiscal accountability, approve the budget, and formulate
policies related to contracts from public or private resources
ii. Accept responsibility for all conditions and policies attached to new,
innovative, or experimental products/services/programs.
d. Offer administrative guidance if necessary.
e. Determine whether to retain or dismiss the Executive Director
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 128
FWHP Organization Chart
The following chart illustrates a recommended structure to help FWHP handle the many
relationships necessary to keep the Board focused on the multiple programs within this report.
As demonstrated in this structure, the foundation lies with the Board of Directors who hires the
Executive Director and his or her staff. The Board of Directors should be ultimately involved in
the mission and visions of FWHP and not the day-to-day management and operations of FWHP
programs Partnerships is the key upon which the FWHP, as an organization, has been built, is to
be maintained, and upon which the successful execution of its programmatic strategies and actions
depends. The emphasis here is on the support and participation of key partners and the future and
success of FWHP depends on building strong partnerships.
It is the responsibility of the FWHP’s Board and staff to identify the partners it needs for different
management objectives, cultivate and sustain those relationships over the long term, build the
teams it needs from among these partners, and coordinate concerted efforts toward fulfillment of
the FWHP mission. This structure is designed to build upon partnerships the public and the
private, together they will make the programs successful.
There many are specific tasks identified by Interpretative Solutions and Economic
Development Partners, each one requires with a specific implementation plan and
management team needed to accomplish its programmatic actions.
Shop Fox Wisconsin
Economic Development Corporation
Fox Wisconsin Native Americans
Education & Research
Consortium
Board Committees
FWHP Board of Directors
Executive Director
Staff
Volunteer Coordination
Program Director/ Community
Liaison
Contract Assistance
Heritage Tourism Officers
Local Heritage Councils
Other Local Implement-
ationPartners
Wisconsin Department of
Tourism
Programmatic Actions
Programmatic Actions
Programmatic ActionsProgrammatic
Actions
FWHP Task Force
At large - 1 from DNR/User/NPS
1 from Private Industry /
Heritage Theme
1 from Public Agency /
Heritage Theme
Administrative Assistance
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 129
RECOMMENDATIONS:
1. To best manage these multiple tasks, a FWHP Task Force (FTF) needs to establish for
each theme. Each team should consist of at least three people one representing a public
agency, one a private industry and one at large individual that logically fits the theme and
others added to represent each of the river segments if not part of the mix, along with one
Board member.
a. The purpose of the FTF is threefold:
b. Identify and help construct strategies at the organizational level that address FWHP
heritage needs;
c. Network and enable effective fundraising with agencies, state trust funds, and
private foundations that support the FWHP; and
d. Communicate with local councils and other implementation partners to help build
good projects that will fulfill the FWHP mission and hold significant appeal to
other funders that will be sought for matching contributions
e. Members of the FTF should be made aware of the responsibilities and time
commitments that will be placed on them in this role – but also of the awesome
possibilities before them to help in a very significant way to preserve important
heritage resources in the region.
2. The Task Force would report to the Executive Director who would report progress to the
Board of Directors.
FWHP STAFF
The FWHP staff is currently comprised of one administrative individual. An acting Executive
Director is the current President of the FWHP Board. Various individuals assist or volunteer as
needed on a part-time basis and others are in contractual relationships accomplishing specific
tasks.
RECOMMENDATIONS:
1. Hiring an Executive Director is of critical importance. The person is ultimately
responsibility for coordinating and facilitating the role that FWHP provides throughout
the Parkway. The interactions between all of the different partners identified in this
chapter would simply not occur and potential partnerships would not materialize without a
competent Executive Director.
2. Another critical position is that of a Community Liaison/Program Manager. This position
will also be needed in the near future to enhance and strengthen the community, business
relationships with all FWHP communities along the Parkway especially important in the
development and selling of the new Parkway Brand and its promotion. In all the public
sessions held in February 2012, each community commented that consistent
communication was much appreciated and quarterly or semi-annual meetings were a must
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 130
for sustaining community and public support. This individual would also be critical for
helping with special fundraising events.
Financial Plan The Fox-Wisconsin Heritage Parkway’s revenues come from donations and the solicitation of
donations from both individuals and corporations. Municipalities, counties, and business partners
will pay minimal yearly membership to be involved in joint marketing efforts with the Parkway.
Competitive grants are sought on a per project basis.
The University of Wisconsin – Oshkosh Small Business Development Center prepared a
Fundraising Plan for FWHP. In its report dated November 2, 2012, it made addressed the three
major categories of potential financial support for the Parkway:
1. Local Organizations and Individual for Local Projects
a. Local Businesses*
b. Local Non-Profit Organizations
c. Town, Village and City Governments
d. Local Philanthropists
2. Regional Organizations and Individuals for Regional Projects
a. Businesses with Multiple Locations in a Region *
b. Regional Non-Profit Organizations
c. County governments
d. Regional Foundation and Philanthropists
3. Statewide Organizations and Individuals for Corridor-Wide Projects
a. Business with Multiple Locations in State*
b. Statewide Non-Profit Organizations
c. Statewide and National Governments
d. Statewide Foundations and Philanthropists
*with special emphasis on those which benefit or have benefitted from water resources
This report also investigated fundraising models and identified ways the staff at FWHP could
increase the fundraising and development skills by joining the Association of Fundraising
Professionals – Northeast Wisconsin Chapter and attending the UW-Madison Fundraising and
Development Conference in May 2013.
The report also listed examples of current and potential funding resources, as well as the listing
by County of the Heritage Sites and Groups along the Parkway and the funding sources for
Historic Preservation. The report did not list all the grants with the Parkway, but gave an
excellent example of the multitude of funding sources and the importance for the Parkway to
example the many funding opportunities. (See Appendix T for this complete fundraising report)
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 131
Database driven website and interpretive master plan are the immediate needs. These are the
foundational pieces needed to be in place before any promotion can begin. Historical displays
and markers, interpretive centers, tour brochures, and the marketing itself will be the largest
required expenditure, and will be spread out over numerous years. Eventually, one full time employee, small office rental, office equipment and supplies will be
recurring expenses. All else will be project based and done in conjunction with a local partner.
Probable examples include completion of the water trail, extension of the riverside land trails,
and preservation of nationally historic buildings or monuments.
Financial Reporting – Responsibility of Guident
Budgeting Financial Reporting – Responsibility of Guident
Operational Financial Reporting – Responsibility of Guident
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 132
REFERENCES
1. Economic Impacts of National Heritage Area Visitor Spending; Summary Results from
Seven National Heritage Area Visitor Surveys, Stynes, D. J., & Sun, Y.-Y. (2004). Alliance
of Fox Wisconsin Heritage Parkway: Visitor survey guide, East Lansing, Michigan:
Department of Park, Recreation and Tourism Resources, Michigan State University.
2. Sun, Y.-Y. (2004b). Silos and Smokestacks National Heritage Area; Preliminary Summary
Tables. East Lansing, Michigan: Department of Community, Agriculture, Recreation and
Resource Studies, Michigan State University
3. University of Northern Iowa, Sustainable Tourism and the Environment Program, Silos and
Smokestacks national heritage Area Economic Impact and Visitor Survey
4. Alliance of national Heritage Areas, 2010 Annual report, www.nationalheritageareas.org
5. Great Wisconsin Birding & Nature Trail, www.wisconsinbirds.org
6. AECOM Project Report, Economic Planning for the Oshkosh Public Museum, June 2011,
Arlington, VA 22201
7. Audubon Great River Birding Trail
8. Audubon Upper Mississippi River Campaign, 2004
9. Birding in the United States: a Demographic and Economic Analysis, 2009, U.S. Fish and
Wildlife Service
10. Wildlife-Watching Section of the 2006 National Survey of Fishing, Hunting, and Wildlife-
associated recreation (FHWAR), amended July 2009.
11. Birding in the United States: a Demographic and Economic Analysis, 2001, National
Survey of Fishing, Hunting and Wildlife-Associated Recreation, U.S. Fish and Wildlife
Service
12. Upper Mississippi River, National Wildlife & Fish Refuge
13. National Park Services, U.S., department of the Interior, effigy Mounds national Monument
Bird List
14. Trends, Statistics and Community, Importance of Heritage Tourism, Santa Fe, New
Mexico, November 2006
15. Share Your Heritage, Cultural Heritage Tourism Creates Jobs, National Trust for Historic
Preservation Heritage, Tourism Program, American Express Company and the National
Endowment for the Arts
16. Five Principles for Successful and Sustainable Cultural Heritage Tourism,
www.culturalheritagetourism.org
17. 2010 Cultural Heritage Traveler, Office of Travel Tourism Industries, U.S., Department of
Commerce, International Trade Administration
18. 2012 Fact Sheet, Cultural Heritage Tourism, www.culturalheritagetoursim.org;
www.preservationnation.org/survival-toolkit with funding from the National Endowment
for the Arts, National Trust for historic Preservation
19. Economic Benefits to Local Communities from National Park Visitation and Payroll, 2010;
http://web.archive.org/web/2007063002005622/http://www.nps.gov/history/heritageareas/F
AQ/INDEX.Htm(2 of 3)4/2008, Heritage Areas, National Park Service, Frequently Asked
questions; areas with a nearby national Park Service Site or Trail.
20. Cultural and Heritage Tourism, Raymond A. Rosefeld, Eastern Michigan University, What
is Cultural and Heritage Tourism?
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 133
21. 2003-2004 SSNHA Economic and Visitor Study, www.uni.edu/step; University of Iowa,
sustainable Tourism and the Environment Program 204 WRC, Cedar Falls, IA; www.uni-
edu/step; [email protected]
22. A Study of Place Based Food tourism in Northeast Iowa Communities, Grant no. MSP01-
2005; Sam Lankford; January 2005-2006
23. Best Practices in Heritage Development from the National Heritage Areas, 2005, National
Park Service and the Alliance of National Best Practices, completed for the National Park
Service and the Alliance of National Heritage Areas by Rosemary Prola, University of
Maryland; the heritage area movement in the US represents a strategy for protecting
heritage communities.
24. Economic Feasibility Study & Historic Structures Report, De Pere Lockkeeper’s House
government Island, September 2011; Jennifer L. Lehrke, AIA, LEED AP LJM Architects,
Inc. Sheboygan, WI
25. 2012 Outdoor Recreation Participation Report, www.outdoorfoundation.org
26. Alliance of National Heritage Areas, 2010 annual Report
27. Economic Impacts of National Heritage Area Visitor Spending; Summary Results from
Seven National Heritage Area Visitor Surveys
28. Designation of a National Heritage Area, Pennsylvania, Pennsylvania’s Great Lakes Region
29. TravelWisconsin, http://www.travelwisconsin.com_Directory.aspx
30. Developing Statements of Desired visitor Experiences;, What do Visitors Want to
Experience from the Park Visit: based on the Draft CIP of Hawai’i Volcanoes National
Park, 1999.
31. Audubon Great River Birding Trail, La Crosse, WI Areas, Map Section 6-15, Audubon
Upper Mississippi river Campaign 2003
32. The Leopold Center and Leopold Shack & Farm, Baraboo, Wisconsin,
www.aldoleopold.org.
33. Experience Your Park/Conservancy for CVNP,
http://www.conservancyforcvnp.org/experience , conservancy for Cuyahago Valley
National Park (http://www.conservancyforcvnp.org/experience/outdoor
34. Wisconsin Bicycle Trails, Wisconsin State Park System, Wisconsin Department of Natural
Resources; http://dnr.wi.gov/topics/parks/activities/bike.html
35. Captain John Smith Chesapeake national Historic Trail; Draft Interpretive Plan, 2006,
national park service, U.S. Department of the Interior, Section 5: Potential Visitor
Experiences,
36. Wisconsin STEM Navigators to the future, Wisconsin Technology Council; University of
Wisconsin-Milwaukee; STEMForward.org
37. www.travelwisconsin.com/travelplanner.aspx
38. http:www.travelwisconsin.com/travelplanner.aspx/listsby/12012254-c85a-4b8c-ac8d-
a15cd96e7909
39. http://northernforestcanoetrail.org
40. http://www.visitnj.org
41. http://ww.visitmaine.com/trip-idea/
42. http://www.visitidado.org/whitewater
43. Blue River National Heritage Association Management (BRNHA) and Environmental
Assessment Plan
44. National Recreation Trail Application – 7/16/2012 – Water Trail Application Form
Economic Impact Plan – Fox Wisconsin Heritage Parkway | December 2012
Economic Development Partners, LLC www.edpwi.com 134
45. Forward Wisconsin, Discover Why Wisconsin is Right for Your Business,
http://www/forwardwisconsin.com/section2/Find-a-Wisconsin-Location 46. Stynes, D. J., Propst, D. B., Chang, W., & Sun, Y.-Y. (2000). Estimating national park visitor
spending and economic impacts: The MGM2 model. East Lansing, Michigan: Department of Park,
Recreation and Tourism Resources, Michigan State University.
47. Stynes, D. J., & Sun, Y.-Y. (2003). Alliance of Fox Wisconsin Heritage Parkway: Visitor
survey guide. East Lansing, Michigan: Department of Park, Recreation and Tourism
Resources, Michigan State University.
48. Sun, Y.-Y. (2004b). Silos and Smokestacks National Heritage Area; Preliminary
Summary Tables. East Lansing, Michigan: Department of Community, Agriculture,
Recreation and Resource Studies, Michigan State University.