Fostering Fostering Fostering Fostering Vibrant Small Vibrant Small Vibrant Small Vibrant Small –––– City Business Districts: City Business Districts: City Business Districts: City Business Districts:

The Tomahawk, Wisconsin ModelThe Tomahawk, Wisconsin ModelThe Tomahawk, Wisconsin ModelThe Tomahawk, Wisconsin Model

A Main Street JourneyA Main Street JourneyA Main Street JourneyA Main Street Journey

(With an Extension Educator along for the Ride)

Arthur.lersch@ces.uwex.edu

Phone: 715-539-1075

Art LerschArt LerschArt LerschArt Lersch

Associate Professor, Community Resource Development EducatorAssociate Professor, Community Resource Development EducatorAssociate Professor, Community Resource Development EducatorAssociate Professor, Community Resource Development Educator

University of Wisconsin Extension, Lincoln CountyUniversity of Wisconsin Extension, Lincoln CountyUniversity of Wisconsin Extension, Lincoln CountyUniversity of Wisconsin Extension, Lincoln County

OutlineOutlineOutlineOutline

• Where the heck is Tomahawk and why should I visit?

• Laying the groundwork

• What can we do? (education & coming to fruition)

• Challenges (They really are opportunities if you look closely)

• Successes (including revitalization strategies)

• Ongoing support (UW Extension)

• Lessons for small city Main Street programs

Tomahawk ProfileTomahawk ProfileTomahawk ProfileTomahawk Profile

• Established 1886

• Population (2010) = 3,335 (nearly 10% decline from 2000)

• Median Age = 44.8 (Wisconsin = 38.5; US Census, 2010)

• Median Household Income = $35,774 (Wisconsin = $52,738; ACS 2010-2014)

• Rural Resort Dwellers (40.9% of households; Source: ESRI Tapestry Segmentation Profile,

Tomahawk Market Analysis - 2010)

• Percentage of seasonal homes = 10% (Wisconsin = 7%; US Census 2010)

traveltomahawk.com

Historical ContextHistorical ContextHistorical ContextHistorical Context

Motor Vehicle & Parts

Dealers

$36,579,815

(42.2%)

Furniture/Home

Furnishings

$767,247

(.9%) Electronics/Appliances

$779,919

(.9%)

Building Materials, Garden

Equipment & Supplies

$3,452,116

(4%)

Food/Beverage Stores

$12,837,845

(14.8%)

Health & Personal Care

$1,114,880

(1.3%)

Gas Stations

$14,621,277

(16.9%)

Clothing/Clothing

Accessories

$203,945

(.2%)

Sporting Goods/Hobby,

etc.

$365,142

(.4%)

General Merchandise

$7,624,866

(9%)

Miscellaneous

$1,071,842

(1%)

Food Services & Drinking

Places

$7,248,579

(8%)

Retail Sales, Tomahawk, WI Area (2010)

Source = ESRI

Main Street DevelopmentMain Street DevelopmentMain Street DevelopmentMain Street Development

(Laying the Groundwork)(Laying the Groundwork)(Laying the Groundwork)(Laying the Groundwork)

–Business Retention and Expansion Study

–Shop Local Study

–Tomahawk Focus Group Study

–Chamber Promotions

–Education (options)

Level of commitment Level of commitment Level of commitment Level of commitment among respondents to planning collaborative among respondents to planning collaborative among respondents to planning collaborative among respondents to planning collaborative

initiatives? initiatives? initiatives? initiatives?

7%

18%

34%

27%

14%

1 2 3 4 5

Not Committed Somewhat Committed Extremely Committed

1 2 3 4 5

Giving a portion of Giving a portion of Giving a portion of Giving a portion of your time your time your time your time to help to help to help to help iiiimplement collaborative mplement collaborative mplement collaborative mplement collaborative

strategies? strategies? strategies? strategies?

10%

24%

32%

24%

10%

1 2 3 4 5

Not Committed Somewhat Committed Extremely Committed

1 2 3 4 5

Commitment to Commitment to Commitment to Commitment to devoting funds devoting funds devoting funds devoting funds to help implement to help implement to help implement to help implement ccccollaborative ollaborative ollaborative ollaborative

strategies? strategies? strategies? strategies?

21%

27%32%

14%

6%

1 2 3 4 5

Not Committed Somewhat Committed Extremely Committed

1 2 3 4 5

Shop Local StudyShop Local StudyShop Local StudyShop Local Study

Please estimate the amount of dollars

you spend in percentage terms in

Tomahawk retail stores.

Over half the respondents (52.8%) reported Over half the respondents (52.8%) reported Over half the respondents (52.8%) reported Over half the respondents (52.8%) reported

spending 10% or less of their shopping dollars in spending 10% or less of their shopping dollars in spending 10% or less of their shopping dollars in spending 10% or less of their shopping dollars in

Tomahawk stores. About 20% of respondents Tomahawk stores. About 20% of respondents Tomahawk stores. About 20% of respondents Tomahawk stores. About 20% of respondents

reported spending 56% or more of their shopping reported spending 56% or more of their shopping reported spending 56% or more of their shopping reported spending 56% or more of their shopping

dollars in Tomahawk stores. dollars in Tomahawk stores. dollars in Tomahawk stores. dollars in Tomahawk stores.

None

7.5%

Over 70%

2.8%

56% to 70%

18.0%

41% to 55%

5.7%

26% to 40%

8.5%

11% to 25%

11.3%

1% to 10%

45.3%

Tomahawk Focus Group StudyTomahawk Focus Group StudyTomahawk Focus Group StudyTomahawk Focus Group Study

What are the most positive features Tomahawk retail stores have What are the most positive features Tomahawk retail stores have What are the most positive features Tomahawk retail stores have What are the most positive features Tomahawk retail stores have

in common?in common?in common?in common?

o Customer serviceCustomer serviceCustomer serviceCustomer service

“Businesses are involved in the community. The owners live here “Businesses are involved in the community. The owners live here “Businesses are involved in the community. The owners live here “Businesses are involved in the community. The owners live here –––– if if if if

they don’t have something, they will suggest where I can get it in they don’t have something, they will suggest where I can get it in they don’t have something, they will suggest where I can get it in they don’t have something, they will suggest where I can get it in

town. They care more about me than my money.”town. They care more about me than my money.”town. They care more about me than my money.”town. They care more about me than my money.”

Tomahawk Leader advertisement

Evidence of Impact (Research)Evidence of Impact (Research)Evidence of Impact (Research)Evidence of Impact (Research)

“The result of this research and [subsequent discussions about it] was the

unveiling of our shop local campaign. And, it’s working. We’ve created

discussions and debates with our community, we’ve been working with

business owners on how to best compete in today’s changing retail

economy, and I have heard personal stories from many business owners …

who have had new people shopping in their stores based on [the]

campaign.” (Chamber director).

It is estimated that Tomahawk and immediate

surrounding areas lose between $6.5 and $8 million

in sales [annually] in additional revenue generated

by those sales from locals not shopping in the

area.* (*Source: Lincoln County

Economic Development

Corporation; IMPLAN Analysis

Conducted by Steve Deller

UW Madison & Extension)

http://www.pritchettcartoons.com/bulkmart.htm

EducationEducationEducationEducation

DiscussionDiscussionDiscussionDiscussion

What are some “best practices” that you know about What are some “best practices” that you know about What are some “best practices” that you know about What are some “best practices” that you know about

or have used that can help lay the foundation for or have used that can help lay the foundation for or have used that can help lay the foundation for or have used that can help lay the foundation for

bringing a Main Street or a BID into a small city (or bringing a Main Street or a BID into a small city (or bringing a Main Street or a BID into a small city (or bringing a Main Street or a BID into a small city (or

really any city)?really any city)?really any city)?really any city)?

Waiting PeriodWaiting PeriodWaiting PeriodWaiting Period

pinterest.com

Businessreviewusa.com

Relations with ChamberRelations with ChamberRelations with ChamberRelations with Chamber

Source: Tomahawk Chamber Website

DiscussionDiscussionDiscussionDiscussion

How do chambers and Main Street programs work together in How do chambers and Main Street programs work together in How do chambers and Main Street programs work together in How do chambers and Main Street programs work together in

your communities?your communities?your communities?your communities?

What are the most positive aspects of those relationships?What are the most positive aspects of those relationships?What are the most positive aspects of those relationships?What are the most positive aspects of those relationships?

What challenges if any have arisen within those relationships? What challenges if any have arisen within those relationships? What challenges if any have arisen within those relationships? What challenges if any have arisen within those relationships?

What has been done to mitigate those challenges?What has been done to mitigate those challenges?What has been done to mitigate those challenges?What has been done to mitigate those challenges?

“Tomahawk Main Street Inc. in

partnership with the business

community, civic organizations, local

government and residents, fosters the

economic and social viability of

Tomahawk by utilizing innovative

strategies that cultivate the downtown’s

unique heritage.”

Four directors in eight years, but…Source: Tomahawk Main Street Website

LeadershipLeadershipLeadershipLeadership

FundingFundingFundingFunding

• Tomahawk Assessment = $2.50/$1,000 of evaluation (Wisconsin

BID assessment average = $2.79; Directory of Contacts for

Wisconsin BIDs, 2015 – UWEX Local Government Center)

• City budget difficulties (0% state imposed levy cap; population

decline)

• Assessment last reviewed and increased in November 2011Source: TMS documentation/records.

drsunil.com

Downtown Tomahawk RevitalizationDowntown Tomahawk RevitalizationDowntown Tomahawk RevitalizationDowntown Tomahawk Revitalization

• Executive Director and Main Street Board members are active

business recruiters

• Economic Vitality Committee’s primary role is to advise/mentor

existing and would be business owners (populated with members who

have experience doing this/varied skills and talents)

• Lunch & Learns specifically geared toward helping existing business

owners in the BID area

• “Opportunity Knocks”

• “Win the Window”

• “Walkabout Downtowns”

• Partnering with the chamber

Funding (2015)Funding (2015)Funding (2015)Funding (2015)• One-third/one-third/one third (BID, events/donations, and city); total budget = $63,000 per year

• Much of the budget goes to pay what is now the full-time director (change to full time made late last

year for 2016)

• Total operating expenses were $38,000

• About $22,000 in BID revenue in 2015; total fundraising dollars through events and donations were

about the same

• City funding was $5,000 plus in-kind services

• Biggest fund raiser was the Main Street Memories Car show at nearly $14,000 (about $6,000 was

made after expenses)

Source: TMS documentation/records.

BusinessesBusinessesBusinessesBusinesses

• 118 businesses, organizations, agencies have contributed to Tomahawk

Main Street in one way or another. Many are in the BID, but some are

not

• There are approximately 226 business establishments in Tomahawk (U.S.

Economic Census 2012)

• 63 businesses in the BID

Source: Christine Vorpagel, Executive Director

Source: Tomahawk Main Street Website

Ongoing Support (Extension)Ongoing Support (Extension)Ongoing Support (Extension)Ongoing Support (Extension)• Market analysis information (in conjunction with UW Extension Center for

Community and Economic Development)

• Presentations to business owners (market analysis, business plan development)

• Organizational development advice

• Work plan development

• Chair: Executive Director search and screen committee

• Chair: Economic Vitality committee

Lessons for Small City Main StreetsLessons for Small City Main StreetsLessons for Small City Main StreetsLessons for Small City Main Streets� Volunteers Volunteers Volunteers Volunteers are more important than money. If you have volunteers, the money are more important than money. If you have volunteers, the money are more important than money. If you have volunteers, the money are more important than money. If you have volunteers, the money

will comewill comewill comewill come....

� Try to find an existing organization to be the champion (or long Try to find an existing organization to be the champion (or long Try to find an existing organization to be the champion (or long Try to find an existing organization to be the champion (or long –––– time business time business time business time business

owners who have great reputations).owners who have great reputations).owners who have great reputations).owners who have great reputations).

� It may be easier to initially find volunteers in a small city, but eventually it It may be easier to initially find volunteers in a small city, but eventually it It may be easier to initially find volunteers in a small city, but eventually it It may be easier to initially find volunteers in a small city, but eventually it

becomes harder to fill volunteer slots as burnout occurs. Bring in as many new becomes harder to fill volunteer slots as burnout occurs. Bring in as many new becomes harder to fill volunteer slots as burnout occurs. Bring in as many new becomes harder to fill volunteer slots as burnout occurs. Bring in as many new

business owners as possible.business owners as possible.business owners as possible.business owners as possible.

� Find ways to work with the Chamber (competing will be detrimental to all, Find ways to work with the Chamber (competing will be detrimental to all, Find ways to work with the Chamber (competing will be detrimental to all, Find ways to work with the Chamber (competing will be detrimental to all,

especially in a small city).especially in a small city).especially in a small city).especially in a small city).

Lessons for Small City Main Streets (2)Lessons for Small City Main Streets (2)Lessons for Small City Main Streets (2)Lessons for Small City Main Streets (2)

�Create initiatives that will benefit as many businesses in the city Create initiatives that will benefit as many businesses in the city Create initiatives that will benefit as many businesses in the city Create initiatives that will benefit as many businesses in the city

as possible, including ones not in the BID.as possible, including ones not in the BID.as possible, including ones not in the BID.as possible, including ones not in the BID.

�Continuously cultivate committee members and leaders.Continuously cultivate committee members and leaders.Continuously cultivate committee members and leaders.Continuously cultivate committee members and leaders.

�Outside partners/supporters such as universities, tech schools Outside partners/supporters such as universities, tech schools Outside partners/supporters such as universities, tech schools Outside partners/supporters such as universities, tech schools

(e.g. Nicolet College), economic development corporations, (e.g. Nicolet College), economic development corporations, (e.g. Nicolet College), economic development corporations, (e.g. Nicolet College), economic development corporations,

chambers, etc. are critical.chambers, etc. are critical.chambers, etc. are critical.chambers, etc. are critical.

http://www.preservationnation.org/main-street/about-main-street/main-street-america/the-movement.html#.Vt8-DWL2bIU

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