oshkosh annual economic outlook

Annual Economic

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2 Annual Economic Outlook Oshkosh Northwestern Sunday, March 25, 2012

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Annual EconomicOutlook 4-5 Obstacles To Growth Will Continue To Fall In 2012 6-7 Oshkosh Corp. Seeks Less Eventful 2012 7 Oshkosh’s 20 Largest Employers 8-9 Unemployment Steady In Oshkosh 9 2011 Unemployment Rates 10 Oshkosh Businesses look forward to IT Boom 12-13 City Looks To Make Permit Process Easier 14 New Interchange At Highways 41/21 In Oshkosh Should Help Economy 16-17 Boutiques Create Main Street Mystique 18-20 Serving Up Benies At Benvenutos 23 Young Professional Group Under Chamber’s Wing 24-27 Hightower Makes Mark on EAA Management 28-30 Tourism Secretary Puts Emphasis On Fun 32-33 The Reel Shot Targets Customer Satisfaction 34-35 New State Economic Development Arm Ready To Grow Jobs 37-38 Getting Reconstructed Kennedy Center In Oshkosh Serves People From Around The World 40 Real Estate Market Begins To Brighten 43 Jobs Available, But Skills Sometimes Lacking 44 Highway 41 Corridor, Downtown Get Developing Emphasis 46-47 Waste Not, Watt Not UW-Oshkosh, Rosendale Dairy Launch Pioneering Partnership 48 Geffers Brothers Have Success At Custard Business In Oshkosh 50-52 Muza Metal Products Bucks Trends And Thrives

Inside:

On the cOver: Mark Kunzie, a pressbrake operator, bends a panel at Muza Metal Products in Oshkosh. Jordan Truttmann welds a frame at Muza Metal Products in Oshkosh. The company is growing which should add more jobs to the area. The addition of a 47,000 square foot expansion will increase its footprint in Oshkosh. Matthew Riemenschneider gets the face of a fireplace side cabinet set on the cabinet with clamps during a Wood Working Manufacturing Technology Class at Fox Valley Technical College at the SJ Spanbauer Center.Ron Maurice, Jr. does electrical assembly on the FMTV in the South Plant at Oshkosh Corp.LeFt: Aaron Schinke, director of digital marketing at DealerFire, works with Ross Haddock on a car dealership website. Oshkosh Northwestern photos by Joe Sienkiewicz.

OshkOsh annuaL ecOnOmic OutLOOk is published by the Oshkosh Northwestern. Contents of the section are for the Oshkosh Northwestern. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by means, electronic, mechanical, photocopying, recording or otherwise, without prior consent of the Oshkosh Northwestern. For information, contact Lisa O’Halloran at 920-426-6701 or email [email protected].

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Section Editor / Jim Fitzhenry Graphic Artist/ Sarah Dreikosen

Annual Economic Outlook Oshkosh Northwestern Sunday, March 25, 2012 3

Economic Outlook

Obstacles To Growth

Will Continue To Fall In 2012

By Jeff Bollier | The Northwestern

Oshkosh’s obstacles to economic growth continue to fall.

In the central city, fading buildings continue to meet the wrecking ball, City Center Hotel is under new ownership and the Farmers Market is due for an even larger impact on North Main Street in its second year there.

“Our microcosm has had a lot of impediments lifted in the past few years,” Brittons Walkover Footwear owner Brad Britton said. “The hotel’s been sold. Bad

streets are getting repaired. People are getting comfortable with roundabouts. It all adds up to something positive that impacts everyone in the community.”

Along the U.S. Highway 41 corridor, old convenience stores and big boxes will give way to new national retailers as their interest builds in Oshkosh. And Highway 41 itself continues to progress.

“A lot of national retailers are looking at Oshkosh as completion of the Highway 41 project approaches,” Oshkosh Chamber of Commerce CEO John Casper said. “You’ll

see us build up some momentum. And public investment—in both redevelopment and infrastructure—is important to these groups.”

Signs of economic recovery have started to emerge around the country and Oshkosh is perhaps more poised to rebound from recession than its regional neighbors. Unemployment in the Oshkosh metro area has remained lower than Appleton, Fond du Lac or Green Bay thanks to companies like Oshkosh Corp. and Bemis and the ripple-effect their businesses spread through the region’s supply chains.


Economic Outlook

Obstacles To Growth

Will Continue To Fall In 2012

Oshkosh Area Economic Development Corp. Executive Director Rob Kleman said city records show 909 construction permits issued in 2011. That represents a decrease over the 970 permits issued in 2010, both 2010 and 2011 were significantly better than the 575 permits issued in 2009.

Kleman said those figures are indicative of two solid years of commercial development that saw Olive Garden, TJ Maxx, CVS Pharmacy, Best Buy, Party City and other national chains show more than a passing interest in Oshkosh.

The combination of a growing work force, solid commercial momentum, central city revitalization and a rebounding housing market gives Oshkosh the right kind of momentum to generate strong growth far beyond 2012, Kleman said.

“Once you have momentum built up, it’s a big piece of the equation. But a stable work force with discretionary income to support retail businesses is vital. And our unemployment rate is the lowest in the region,” Kleman said. “It all works hand in hand. And the investment made by the city in redevelopment areas and former industrial sites will help. Continuing to have shovel-ready industrial and commercial sites is key.”

A look at projects already slated for 2012 is enough to make one optimistic about continued progress in both the central

city and the west side business districts: The renovation and conversion of the City Center Hotel, continued construction of the river walk urban trail, Kwik Trip’s new convenience store on Ninth Avenue, more progress on the Highway 41 expansion and CitizensFirst Credit Union’s planned new branch on Witzel Avenue are just a few of the developments coming up.

Kleman singled out the hotel’s renovation as a key to future downtown growth.

“It’s a critical element, especially since this property is attached to the Convention Center, a city owned asset. We know what that property can do for the downtown and central city area,” Kleman said. “Looking back to the 1990s when it was in its heyday, the spinoff effect of conventions … helped support businesses like the Granary and the Pioneer Resort. It really has a lot of potential to help promote and reinforce future development in the central city/downtown area. It’ll help support more retail businesses, other restaurants and shops.”

OEC Graphics President Jack Schloesser expects 2012 will be a good year and not just because the pre-press graphics company will celebrate its 100th year in business. Schloesser said the company is on track to open its fifth plant in Atlanta this year and add 24 to 28 employees both in Oshkosh and Atlanta as a result.

“We were a regional player in the industry and we’re trying to become a national player now,” Schloesser said. “Our reputation is starting to carry us into a lot of areas. I would say our growth has been stimulated by the fact we’re trying to stay up on top of technology. We’re always there at the leading edge. And that’s been at the core of our success.”

Schloesser and OEC are not alone in the Oshkosh area. An Oshkosh Chamber survey of businesses owners and managers found 63 percent of the 162 respondents expected higher revenue in 2012 while 57 percent indicated they expect sales revenue to increase.

“At the economic outlook breakfast held in February, (economic forecaster) Brian Beaulieu said Oshkosh and Appleton are outperforming the state of Wisconsin,” Kleman said. “The rest of the nation ought to be looking at what we’re doing here.”

Jeff Bollier: (920) 426-6688 [email protected] 4: Jake Perreault (R) feeds a cabinet through a shaper to cut the corner. Instructor Mark Lorge (L) receives the board once it passes the shaper during the Wood Manufacturing Technology Class at Fox Valley Technical College at the SJ Spanbauer Center. Oshkosh Northwestern photo by Joe Sienkiewicz.

: Medical assistant student Amy Lauritz learns how to check the ear canal with an altoscope on fellow student Maggie Ryf on March 1, 2012 at Fox Valley Technical College Riverside Campus. The one-year program is tailored to meet the high demand in the health care industry. Oshkosh Northwestern photo by Shu-Ling Zhou.


Economic OutlookOshkosh Corp. Seeks Less Eventful 2012


It would be hard to top the roller coaster ride that was Oshkosh Corp.’s 2011.

The company added hundreds of jobs to ramp up Family of Medium Tactical Vehicles production, thwarted activist investor Carl Icahn’s proxy battle for a significant number of board of directors seats and engaged in protracted negotiations with the United Auto Workers Local 578 over a new contract.

By comparison, things are looking up for 2012 in terms of local employment, competition for defense contracts and economic recovery.

Oshkosh Corp. spokesman John Daggett said the company has a solid backlog of work on defense contracts and a series of U.S. and international contracts that should keep a local work force that has grown to more than 4,000 in recent years humming for some time. He said the company is likely at its maximum work force for now, and will not seek to hire a lot of new employees.

The effort to secure additional work is all the more important now that the Department of Defense will be forced to make more than $250 billion in cuts over the next five years.

“We still feel it will be a strong year,” Daggett said. “I think we have solid backlogs in our business that will take us into calendar year 2014. There will still be challenges. We still have to be smart and still have to try to remain very efficient with our operations.”

Analysts expect 2012 to be a year of adjustment, but see opportunities for the company in the year ahead.

“I think this will be a challenging year for Oshkosh, but the upside coming into the year will be due to increased activity at (access equipment manufacturer) JLG,” Carl M. Hennig Investments owner Tom Harenburg said. “The challenge they face will be to become more competitive in their bidding for future North American contracts and contracts from abroad. I would suspect a potential bright

spot to come this year could be some M-ATV orders from our allies, which would bolster the company’s outlook for 2013. It could also work to offset some of the decline in American defense spending.”

The Department of Defense is under orders to cut $6 billion from its $531 billion budget this coming year and another $259 billion over the following five years. Oshkosh Corp.’s production of the military’s ground fleet could spare it from a majority of the cuts, but in its Nov. 16 annual report, Oshkosh officials indicated budget pressure on the Defense Department is of concern.

“Multi-year contracts may be conditioned upon continued availability of congressional appropriations, which could be impacted by the uncertainty regarding the future level of U.S. military involvement in Afghanistan, the President’s plan to remove virtually all U.S. troops from Iraq by the end of 2011 and federal budget pressures,” the annual report


Economic OutlookOshkosh Corp. Seeks Less Eventful 2012

reads. “… In addition, current weak economic conditions have put significant pressure on the U.S. federal budget. Budgetary concerns could result in future contracts being awarded more on price than the past competitive factors described above.”

The company continues to pursue American defense contracts, but also is competing for Canada’s Tactical Armoured Patrol Vehicle contract to be awarded in June 2012 and its Medium Support Vehicle System contract due to be awarded in February 2013. Daggett also said the company is marketing its mine-resistant, all-terrain M-ATV truck to ally nations.

Daggett said the company turned a corner with its January announcement that FMTV production had become profitable. And analysts see positive growth in commercial construction that should give a significant boost to access equipment manufacturer JLG’s sales and profits, which could take some pressure off the company’s defense segment when it comes to driving profits.

Jeff Bollier: (920) 426-6688 [email protected] 6: Assembly at Oshkosh Corp.: Oshkosh Corp. held its annual shareholder meeting, January 27, 2012 at the Experimental Aircraft Museum in Oshkosh, WI. John Verhagen, assembler, works on the FMTV at the South Plant at Oshkosh Corp. Oshkosh Northwestern photos by Joe Sienkiewicz.

Oshkosh’s 20 Largest EmployersOshkosh Corp. Specialized trucks 4,500Bemis (all Oshkosh locations) Packaging tape/plastic film 2,325University of Wisconsin-Oshkosh Education 1,483Oshkosh Area School District Education 1,388Winnebago County Government 996Aurora Medical Center and Medical Group Health Care 905U.S. Bank Financial Institution 675Miles Kimball Co. Mail order 650Affinity Health System Health Care 606City of Oshkosh Government 600Winnebago Mental Health Health Care 527Oshkosh Correctional Institution Corrections 519Hoffmaster Group Paper Specialties 4814imprint Advertising Specialties 456Clarity Care Home Health Services 326Wal-Mart Department Stores 318Lapham-Hickey Steel Steel products 285AxleTech Interntational Axles 250Muza Metal Products Metal Fabrication 225CESA 6 Education 200Source: Oshkosh Chamber of Commerce


Unemployment Steady In Oshkosh

By Adam Rodewald | The Northwestern

Improving unemployment numbers indicate a good outlook for Oshkosh and much of northeast Wisconsin in coming months and years, economic experts say.

The unemployment rate in Oshkosh was at 6.5 percent last December, according to the most recent data available from the state Department of Workforce Development.

That’s lower than the state unemployment rate of 7.1 percent and the national rate of 8.5 percent.

The number of unemployed has become a key political barometer that will be watched

relentlessly as the governor’s recall election and the presidential election draw nearer.

Gov. Scott Walker entered office with a pledge to create 250,000 jobs, making each business expansion a major announcement while any monthly jobs report showing losses created a chance for Democrats to jab at Walker’s initiatives.

At the same time, political analysts say President Barrack Obama’s re-election chances hang largely on the unemployment rate and how American’s feel about the state of the economy.

For voters trying to make up their minds, understanding the numbers becomes critical.

The first point to understand is who gets counted as part of the labor force statistics, said Associate Professor of Economics Chad Cotti, of the University of Wisconsin-Oshkosh.

Monthly unemployment rates are determined by surveys and only count those who are actively looking for work. Prisoners, military personnel, children under 16 and adults no longer searching for jobs – such as stay-at-home parents, discouraged job seekers or the retired – are excluded from the equation, Cotti said.

“The unemployment rate is the percentage of that group of people who do not have jobs,” he said.

The data can be confusing and sometimes


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Unemployment Steady In Oshkosh

appears to contradict itself. It’s not impossible for the unemployment rate to be increasing while employers are also adding jobs, or visa versa. That’s because when more jobs are created, more people tend to enter the workforce, causing the unemployment rate to rise temporarily until those jobs are filled.

“It’s kind of paradoxical until you understand how the numbers are determined,” Cotti said. “If you focus on job creating but not unemployment, you’re not accounting for changes in the labor force.”

Locally, the unemployment trend has been positive, said Rob Kleman, executive director of the Oshkosh Area Economic Development Corporation.

Unemployment steadily declined last year from 8.4 percent in June to 6.5 percent in December.

That puts Oshkosh at the lowest unemployment rate out of all the surrounding communities, Kleman said.

“There’s certainly a number of reasons for that. The one we speak to most often is the diverse nature of our economy. We really aren’t dependent on any one industry here in Oshkosh,” he said.

The community has a strong base of heavy equipment manufacturers, such as Oshkosh Corp., as well as businesses in the plastics, paper and software developing industries. There is also a large representation of public employees with the University of Wisconsin-Oshkosh and the state prison.

“That really helps to stabilize our unemployment rates,” Kleman said.

Adam Rodewald: (920) 426-6632 or [email protected].

2011 Unemployment Rates Appleton Oshkosh Oshkosh Fox WI U.S. Oshkosh Neenah Valley Neenah

Jan 9.0 8.5 7.6 7.7 10 9.1Feb 9.2 8.7 8.1 8.1 10.3 9Mar 9.1 8.6 7.8 7.6 10.1 8.9Apr 7.8 7.6 7.3 7 8.7 9May 7.4 7.2 7.4 7 8.2 9Jun 7.7 7.4 8.4 7.6 8.4 9.1Jul 7.3 7.0 7.8 7.1 8.1 9.1Aug 7.0 6.9 7.6 6.8 7.8 9.1Sep 6.4 6.3 7.2 6.5 7.1 9Oct 6.2 6.2 6.9 6.3 7 8.9Nov 6.3 6.2 6.7 6.1 7.2 8.7Dec 6.2 5.9 6.5 6.1 7.1 8.52011 avg. 7.5 7.2 7.4 6.5 8.3 9Sources: Wisconsin Department of Workforce Development, U.S. Bureau of Labor Statistics


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able to choose from a larger talent pool,” Hoopman said. “Compared to New York, the cost of living is much more manageable, so our IT company can stay competitive on a national level.”

Most of the employees at Oracular, which provides both business and IT consulting, have Oshkosh roots. Javad Ahmad, president of Oracular and a UWO alumnus, said the area universities and the Oshkosh Chamber of Commerce have drummed up a lot of excitement for growing the city’s IT sector.

Though Ahmad said Oshkosh is still a ways from becoming the next Silicon Valley, he is optimistic about the city’s chances to become a major IT center some day.

“For us and the whole Fox Valley area, we have the ability to have a hub,” Ahmad said. “I think Oshkosh certainly has a lot of potential.”

Ron Detjen, president of ImproMed, an Oshkosh company that provides hardware and software for the veterinary industry, said FVTC and UWO provide a steady stream of quality employees for the company, but IT companies also put very little burden on the community’s infrastructure, and that is crucial.

“We don’t consume a lot of energy, we don’t consume massive amounts of electricity and water,” he said. “If the community is to consider how they want to grow, it’s intellectual property such as software.”

Detjen said it’s no surprise there are a growing

number of IT businesses in the city.

He cited Stevens Point and its disproportionate number of insurance companies and all the automobile companies that set up in Detroit last century.

“This happens over and over in history,” Detjen said. “The reason for that here is one grew from another. I think a good business spawns other similar good businesses. That’s just human nature.”

Charles Greenley: (920) 426-6663 or [email protected]

Matt Kuchta works in web production at DealerFire, one of the tech sector companies to stay in Oshkosh. They design, build, maintain, support and troubleshoot car dealership websites. Oshkosh Northwestern photo by Joe Sienkiewicz.

By Charles Greenley The Northwestern

It’s not quite the dot.com boom, but information technology companies are steadily growing in Oshkosh.

Count DealerFire, ImproMed, Oracular and Yahoo! among the businesses that are drawing on a large base of students at the University of Wisconsin-Oshkosh and Fox Valley Technical College, as well as a lack of industry competition in the region, to thrive in the city.

Eric Hoopman, Oshkosh native and founder of DealerFire, a digital marketing company for the automotive industry, said a couple factors have helped his company: Students are getting more interested in working IT jobs and there are few tech companies in the area.

“The people who find work in one of the companies, they’re extremely passionate about what they do,” Hoopman said. “And to have a tech outlet close to home, we’re actually at the point where we’re having people move from other parts of the company to come to Oshkosh.”

And the good news keeps coming for his company, which received $75,000 in tax credits last March.

“The quality of applicants is always increasing, which is good because we’re


Economic Outlook

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Winneconne on theWolf!

By Jessica Opoien | The Northwestern

Technology has quickened the pace of construction, and the Oshkosh Department of Community Development has made adjustments to keep up by focusing on three areas: process improvement, performance and public education.

The goal of the department is to be able to issue commercial development permits on an applicant’s first visit, rather than having applicants make multiple trips, said Department of Community Development Director Allen Davis.

Since so many city departments are involved in the process of issuing permits, one of the key changes the city has made has been combining department reviews of applications, so the process

is more simultaneous than serial. Davis said they have also started to encourage applicants to have pre-submittal meetings so they can develop a plan that addresses code requirements from the get-go.

“All of them have their own codes to enforce, so we want to make sure we can do that as quickly and efficiently as possible so the applicant knows what they’re doing,” Davis said.

The simultaneous review process is part of the department’s effort to give applicants quicker response times. Inspectors are also using laptops with wireless capability in the field in order to look up which permits have already been issued and which inspections have been done, said Chief Building Official John Zarate.

For some larger projects, the department has coordinated periodic on-site meetings with contractors, engineers and architects to make sure plans haven’t changed and to deal with any issues that arise.

“I call it ‘process improvement’ rather than just ‘cutting red tape,’” Davis said. “It just makes it better for the applicant because they know what everybody’s expectations are, and even the reviewers know what to expect when it comes in.”

Several inspectors, including Zarate, participated in training through Fox Valley Technical College that resulted in some changes, major and minor, to the department’s customer service approach to make it more efficient and user-friendly.

City Looks To Make Permit Process Easier


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“It’s little, simple things that we take for granted, that the common person might not,” Zarate said.

Davis said in the past, about one-third of applicants would receive a permit on their first visit to the office. Now, it’s 75 percent of applicants.

Goals for the future include improving email communication, implementing a system for electronic plans and submittals, further improving response times and creating an “economic development expeditor” position for large economic development projects.

“I think our staff is getting better at providing more options for people sooner so they don’t come up on final inspection and find a problem,” Davis said.

Jessica Opoien: (920) 426-6681 or [email protected].

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Economic OutlookNew Interchange At Highways 41/21 In Oshkosh Should

Help Economy

By Doug Zellmer | The Northwestern

One of the biggest highway interchange reconstructions has started in Oshkosh and, if you can bear with it, the end results are expected to be good.

The U.S. Highway 41 and State Highway 21 interchange in Oshkosh is closed and being torn down for a new interchange, complete with four multi-lane roundabouts.

It’s part of the $525 million, 17-mile widening and intersection reconstruction on Highway 41 from Neenah to south of Highway 26 in Oshkosh. The entire project should be completed in fall of 2013.

Walt Raith, assistant director for the East Central Wisconsin Regional Planning Commission in Menasha, said the new interchange at Highway 41/Highway 21 will be an asset for the area’s economic future.

“The interchange and the access it will provide will be superb to the local businesses,” Raith said. “There had been congestion there because everyone had been sitting waiting for the traffic signals.”

When the interchange is completed in November, traffic on Highway 21 that had passed under highway 41 will go over Highway 41.

The completed interchange also will have

four multi-lane roundabouts. Roundabouts at Highway 21 and Washburn Street and Highway 21 at North Koeller Street will be finished by mid-June to help with the flow of local traffic, according to officials from the Wisconsin Department of Transportation in Green Bay.

Roundabouts will also be located on the north and south on and off ramps at the interchange.

“Roundabouts will improve things dramatically as far as moving traffic,” Raith said.

Louis Giannopoulos, co-owner of Two Brothers Restaurant, located east of the interchange, said the finished project should make it easier for customers to enter and exit his parking lot.

At times, some westbound traffic had blocked the entrance into the restaurant, while vehicles were waiting for a green light at the signaled intersection.

“I think our customers will have easier access due to the roundabouts,” Giannopoulos said. “They won’t have to deal with the traffic getting in and out of our driveway.”

Gary Lerch, owner of Service Oil Co. on Omro Road west of the interchange, said he’s optimistic about the positive impact the reconstructed interchange will have on the area.

“It will be great when it’s done,” Lerch said about the interchange project. “There is no question that it will be modern with the new interchange and the roundabouts. The driving experience for the community will be much better.”

Lerch said he hopes the reconstructed interchange has a positive impact on his business.

“It (interchange project) should certainly make the usage of Highway 41 easier, especially in peak traffic times,” he said.

In the short term, Giannopoulos said he has faithful customers who have told him they will continue to go to his restaurant to eat, as the interchange is being reconstructed.

At the same time, he said he knows that some customers will avoid the area during construction.

“We’ve known about the project for quite some time so we have been able to plan for it. We have some savings to work off of. We will survive,” Giannopoulos said.

Doug Zellmer: (920) 426-6667 or [email protected]

Michelle Peterson brings out an order at Two Brothers Restaurant. Two Brothers is preparing for the Highway 41 and 21 road construction that will alter the traffic in and out of the restaurant. Oshkosh Northwestern photos by Joe Sienkiewicz.


Economic Outlook


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Economic OutlookBoutiquesCreate Main Street Mystique

By Laura K. Selenka | The Northwestern

If you enjoy the quaint shops that pepper Wisconsin’s Door County, but a day-trip isn’t in your future, you can find your bliss by making the much shorter drive to the corner of Waugoo and Main in Oshkosh.

Market Boutique on Main, 224 N. Main St., offers a wide selection of hand-crafted items, from jewelry to soaps and candles. Co-owners Tina Fuhrman and Connie Day describe their store as “inviting,” and are self-proclaimed workaholics who make almost all the merchandise themselves.

Fuhrman and Day have been friends since they attended Jefferson Elementary together. They originally sold their products at farmers’ markets, craft fairs and home shows. In 2010, they opened a store, and have since embraced their downtown location by becoming involved

with the monthly downtown gallery walk and connecting with other local crafters.

“The crafting community here is amazing. We love to talk to and get inspired by them,” says Fuhrman.

In less than a year, another crafting boutique opened directly across the street. Emma Jean’s Boutique, 223 N. Main, is owned by mother and daughter team Tammy Mueller and Mindy Kuen.

“We never felt threatened,” explains Fuhrman, as she and Day already knew and had a good relationship with Mueller and Kuen.

“If we want a destination downtown, there have to be more stores like us,” adds Day.

Emma Jean’s Boutique is a consignment store, with about half of the store’s merchandise provided by local crafters, and half made by the

owners themselves. Because of the wide range of sources, the items offered in the store are always wildly different.

“I can shop for my kids and my grandma,” Kuen said.

Mueller and Kuen wanted a downtown location for the atmosphere, which Mueller describes as having “more of a community feeling.” As one would expect from community-minded owners, Mueller said she sometimes is approached to help customers who are stuck on their personal craft projects. Similarly, across the street, Fuhrman and Day tell stories about filling out-of season requests, accepting custom orders and even one dramatic holiday instance of helping fix a “broken on arrival” product a client had purchased elsewhere.

Both stores offer “make and take” events, where shoppers can come in to make a craft items. The


Economic OutlookBoutiquesCreate Main Street Mystique

registration fee includes all supplies and instruction. The two boutiques also coordinate their hours and sales, and happily refer customers to each other.

With optimistic outlooks, both boutiques share the immediate goal of growing their customer base.

As for a long-term goal, Mueller smiled and said, “I’d like to be here forever.”

Laura K. Selenka is a freelance writer for the Oshkosh Northwestern.Page 16: Market Boutique On Main, a fairly new business in downtown Oshkosh, was open for the February Gallery Walk.

: Janet Parrell (left) was the featured artist at the Market Boutique On Main with her creative hand woven items during the February Gallery Walk. Kevin Konrad browses through the items for sale. Co-owner Connie Day of Market Boutique On Main was offering free gifts to visitors during the February Gallery Walk.Photos by Jeannette Merten/for The Northwestern.


Economic Outlook

By Patricia Wolff | The Northwestern

In her 30 years waiting tables in Oshkosh, Marilyn Furman has found it’s the exception, not the rule, to find a restaurant that provides benefits in addition to a paycheck.

Servers in Wisconsin usually receive $2.33 an hour and all the tips their customers care to leave. Benefits such as health insurance and paid vacations are rare. Only a handful of restaurants in the city provide

such perks.

That’s why she appreciates her job at Benvenuto’s Italian Grill, 300 S. Koeller St.

“It’s amazing that they offer insurance, health and dental,” Furman said. “Most of the ones that offer those benefits are open on Christmas. Benvenuto’s is not. I like that.”

She earns $2.50 per hour, a tad more than

the going rate at restaurants statewide. In addition, Furman receives paid vacation. Employees who have been there at least a year receive a week of paid vacation. The paycheck is computed on base pay as well as tips earned in a typical work week.

Furman is one of about 60 full and part time people who work at Benvenuto’s, where customers can enjoy a simple lunch of all-you-can-eat soup and salad for $6.59, or a supper of tenderloin steak filet for $19.99, or anything else one would expect

Serving Up Benies

At Benvenutos


Economic Outlook


WI-5001465380

on the menu at an Italian restaurant.

“We are definitely a place where you can bring the kids,” said Tonya Clark, the manager at Benvenuto’s in Oshkosh and vice president of the company.

She is proud of the fact that all the restaurant’s dishes are made from scratch, all but the deserts, that is, and she’s working on that, too.

The wood-fired pizzas at Benvenuto’s are a hot commodity but a wide variety of menu choices including pasta, calzones, steaks, burgers, sandwiches, fish and pork chops appeal to most every taste, Clark said.

Clark personally reads all comments from customers and responds to their emails and notes. It’s the best way to improve, she said.

“If people don’t tell us what’s wrong, we can’t fix it,” Clark said.

Turnover is low at Benvenuto’s. Longevity is the name of the game at the restaurant. Furman has been at Benvenuto’s since it opened a year and a half ago. Clark has been with the company since it opened in Beaver Dam in 1996. Owner Brian Dominic wanted an operation that showed it values its employees. Part of the way he shows that is through the benefits offered to those who work 32 or more hours a

week, Clark said.

Benvenuto’s is growing. Dominic opened the first Benvenuto’s in Beaver Dam, followed by restaurants in Madison and Fitchburg. Oshkosh was the fourth location and a fifth, a franchise operated by a hotel group, is slated to open in Middleton in April.

When Dominic cast about for the location that ended up being in Oshkosh, he wanted the right city, Clark said. While Oshkosh had plenty of dining options, it had nothing quite like Benvenuto’s. It had no Olive Garden at the time. That’s about to change, but Clark is not worried.

“Sure, it’s another Italian place, but that’s where the similarity ends. We’re all about the local economy, not the corporate thing,” Clark said.

As an independent chain, Benvenuto’s has autonomy.

“I do embrace the non-corporate feel here. We’re all about the local economy. Eighty percent of our products are Wisconsin products. We support the local economy and we want the community to support us,” Clark said.

Perhaps that’s why the company is so appealing to Furman and other long time employees. The benefits are great, but the

other intangible things mean a lot.

“We work hard but we also have fun. We’ll get a high five from managers during our shifts. It’s a friendly place, with just a good feel,” she said.

Furman compares Benvenuto’s to other places she’s worked and it comes up smelling like a rose.

“I’ve worked in many kitchens where I’d get sworn at and yelled at. I’ve worked at the mom and pop family restaurants where they can sometimes get pretty mean to servers,” Furman said.

She has not experienced any of that at Benvenuto’s. She credits management for the way they encourage unity among staff. Plus, she has been able to advance and sees an opportunity to one day be a full time manager. She is a part time manager now, meaning one or two days a week she gets to manage the entire operation. She likes that she has been able to rise to the top.

“We hire the cream of the crop,” Clark said.

Patricia Wolff: (920) 426-6689 or [email protected]

Page 18 & 19: Patrons dine at Benvenuto’s in Oshkosh on February 18, 2012. Oshkosh Nortwestern photos by Adam Jungwirth.


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This year brings a new structural change for Oshkosh’s “young professional” group, Propel.

Having relied on volunteers to run the organization since its inception in 2003, Propel has now become an official program under the umbrella of the Oshkosh Chamber of Commerce, with a dedicated staff member.

“Propel has always been affiliated with the chamber,” said Chamber employee Megan Kok. “Now there is a set staff person to manage and oversee the group,”

As of January, Kok’s job responsibilities now include working with the Propel Steering Committee to organize events and promote the organization. Steering Committee member

Brittani VonRuden said most young professional groups across the state are supported by their local chamber.

She said several of Propel’s founding members retired from the board and transitioned into other things, creating the need for more manpower and greater consistency.

“I think the change is a positive one, and it’s really going to take Propel to the next level. It’s going to help grow the membership and provide a stronger backbone,” VonRuden said.

Oshkosh professionals from ages 21-40 can find opportunities in Propel to learn about businesses in the community, develop professional skills through workshops with established business leaders and network with others who are in the early stages of their careers.

Describing herself as an “ambassador” for the group, Kok intends to focus on growing Propel’s membership and building awareness of the organization in the community. She is also seeking support from local businesses to encourage their employees to join Propel, or to offer financial backing for an event or speaker.

Kok describes the mission of Propel as having “similar hopes” as the Leadership Oshkosh program, which immerses community leaders in the history, current events and future vision of the city. Leadership Oshkosh is meant to educate and inspire citizens. Kok said Propel has “the same goal on a smaller scale and with a smaller commitment.”

For more information, go to propeloshkosh.com or contact Kok at (920) 303-2266.

Economic OutlookHightower MakesMark on EAA Management


The Experimental Aircraft Association has more than 170,000 members and it wouldn’t be a surprise if Rod Hightower tries to meet every one of them.

Hightower, EAA’s CEO since July 2010, has sat down with more than 100 of the organization’s 938 local chapters worldwide and estimates he’s communicated with more than 4,000 members along the way.

“It’s a reconnection with the chapter network and an effort to develop a better understanding of what chapters and their members need,” Hightower said.

Hightower said the meetings are not the only way he’s trying to get closer to the core components of what EAA does. Hightower also initiated an organization-wide restructuring, designed to put core operations like chapters and youth education

under his direct oversight.

Almost 30 people were laid off in January as part of the effort, but several new hires have already joined EAA. Jim DiMatteo has been hired as vice president for AirVenture and Miracle on the Hudson co-pilot Jeff Skiles has joined the organization as vice president of chapters and youth education.

“Our chapters and youth education (leaders) reported three layers down in the organization. They now report directly to me,” Hightower said. “And the person we brought on to lead that is not only a national hero, but someone who is very passionate about education. Jeff Skiles is someone who has such a strong connection to our

chapters. He has this huge passion to educate and foster that next generation of general aviators.”

Hightower said the changes aim to concentrate EAA’s focus on its


Economic Outlook

Page 24: A large crowd of people stood in line for a tour of the Boeing 787 Dreamliner being displayed at Conoco-Phillip Plaza at EAA’s AirVenture. Oshkosh Northwestern photo by Adam Jungwirth.

EAA President Rod Hightower welcomed everyone who came to celebrate tourism week with a presentation made by Governor Scott Walker at the EAA Museum. Photo by Jeannette Merten/for The Northwestern.

: Aerobatic pilot Julie Clark performs at the night airshow at EAA AirVenture on July 30, 2011. Oshkosh Northwestern photo by Shu-Ling Zhou.


chapters, AirVenture, advocacy, youth education, publications and knowledge and information.

“We’ve strengthened our capabilities to do the six things we do well at EAA and exiting some of the programs and efforts that aren’t at the core of that critical mission,” Hightower said. “The organization strengthened itself and shortened the distance between the front lines of organization and management. It will benefit our members and constituents significantly.”

The restructuring came months after EAA announced longtime president Tom Poberezny’s involvement with the organization would come to an end following AirVenture 2011. Poberezny had shifted from chief executive officer of the organization to president of AirVenture following Hightower’s hire in July 2010.

Hightower said the changes had begun to evolve even before he accepted the job.

“I was involved with the organization at the board level for six months before (I was introduced as president),” he said. “I had a close relationship before that and a deep understanding of the strategy, of how to focus on our strengths and what issues needed to be better managed or improved.”

Hightower said his personal outreach to members and the restructuring of the organization appear to be making an impact, as EAA works to add to its ranks.

“When you can tell the story of what our members and chapters do, other pilots get excited about it and want to get involved,” Hightower said. “When I tell the story of EAA to aviators who attend a chapter meeting … usually 10-15 pilots in the room are not members. On the spot, that night, half of those join EAA. When you tell the story, when you talk about what we do and what we are, other pilots begin to realize the powerful place EAA has in aviation and sustaining aviation in a broad, impactful way.”

Jeff Bollier: (920) 426-6688 or [email protected]. The Boeing 787 Dreamliner made its way to the Conoco Phillips Plaza where it was on display for about 8 hours before leaving. It was the first public unveiling of the B787 at the Experimental Aircraft Association’s AirVenture on July 29, 2011 in Oshkosh.Edsel Ford, Tom Poberezny and Rod Hightower greet the crowd before the REO Speedwagon opening day concert during AirVenture 2011 in Oshkosh on July 25, 2011. Oshkosh Northwestern photos by Joe Sienkiewicz.


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With five slogans over the course of 15 years, the Wisconsin Department of Tourism struggled with a bit of an identity crisis.

“Here was Wisconsin’s challenge: They were overly branded in terms of tourism,” said Secretary of Tourism Stephanie Klett, who joined the department in January 2011. “With five slogans in 15 years, the question becomes, ‘Who are you?’”

Klett’s answer to that question was to eliminate slogans altogether, focusing marketing strategies on what she said is the number one travel motivator in the United States: fun.

The department is using Wisconsin talent and celebrity cameos to produce commercials with a goal of putting smiles on people’s faces. Henry Winkler starred in commercials that aired last summer, and Green Bay native Tony Shalhoub is slated

to make an appearance in an upcoming campaign. The “fun” theme is simple, and it allows local convention and visitors bureaus to put their own spin on it, Klett said, adding that whatever a vacationer is looking for, Wisconsin has it.

Still, Wisconsin’s tourism budget pales in comparison to some neighboring states, even though Gov. Scott Walker increased the department’s budget by $2.5 million for this year and another $2.5 for next


Economic Outlook

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year, and both Democrats and Republicans understand the importance of tourism for the state’s image and its economic value, Klett said.

In 2010, Michigan’s “Pure Michigan” promotion budget was $17 million — down from $28 million in 2009, and Illinois’ tourism budget for 2010 was a little more than $40 million. Wisconsin’s budget was about the same as Minnesota’s, which has hovered around $9 million for the last few years. With the recent budget increase, Wisconsin has a $12.5 million tourism marketing budget.

To compensate for its relatively small budget, the department is focusing its efforts on earned media — free publicity that doesn’t come from advertising dollars, Klett said. While the department has a marketing strategy, sometimes earned media can come from unexpected sources.

‘Mittengate’ serves as a recent example of the power of earned media and of social media. When the Travel Wisconsin website unveiled a seasonal logo featuring a knit mitten in the shape of Wisconsin this winter, the state’s neighbors in Michigan were miffed. As residents of the states traded barbs over which was the real mitten-shaped state, the story spread like wildfire on social media. In two days, the story showed up in 1,200 news clips, Klett said.

“Social media took over,” Klett said. “It’s like an avalanche coming down, and there’s a lot of power to that.”

Although the incident was unplanned, Wisconsin and Michigan extended their friendly competition to a mitten drive that brought in 3,100 mittens from as far away as Maryland and Virginia.


\The department’s earned media for 2011 was worth $52 million, Klett said, adding that Wisconsin tourism was highlighted in the New York Times, the Washington Post, the Huffington Post and the Wall Street Journal. To purchase that “free publicity” in national media would have cost $186,500, Klett said.

Klett is confident that the department’s marketing strategy is working because its overall impressions in 2011, including print, online and broadcast, were 1.1 million — a more than a 50 percent increase from 2010.

Oshkosh Convention and Visitors Bureau Executive Director Wendy Hielsberg said the added marketing dollars and increased grant funding availability have been the most significant change in the bureau’s relationship with the state department.

Hielsberg said many Oshkosh events have been recipients of the department’s Joint Effort Marketing Program grants. With the recent purchase of the City Center hotel by the University of Wisconsin-Oshkosh Foundation and business partners John Pfefferle and Rich Batley, the bureau will apply for the department’s new Meetings Mean Business grant program, as part of its effort to tap into the meetings and conventions market.

Hielsberg said because Oshkosh has such a strong events business during the summer, the bureau is focusing efforts on marketing Oshkosh as a destination during the off-season, with events such as Battle on Bago.

Klett said tourism in Wisconsin will surpass surrounding states if the department achieves its goal to “work harder than everybody else and work smarter than everybody else.”


Page 28: People inside the Y100 tent put their hands up hoping a prize will be thrown their way after the interview with Josh Turner during Country USA . Photo by Jeannette Merten/for The Northwestern.

Page 29: Rascal Flatts entertains the crowd at Country USA on June 24, 2011 at Ford Festival Park in Oshkosh. Oshkosh Northwestern photo by Shu-Ling.

Country fans enjoy the live performers on the main stage at Country USA. Photo by Jeannette Merten/for The Northwestern.

: Fishermen make their way off Lake Winnebago during the Battle on Bago ice fishing tournament in Oshkosh.

Chad Jensen, left, and Stew Schumacher, center, register fish at the registration tent near Miller’s Bay during the Battle on Bago ice fishing tournament.

Oshkosh Nortwestern photos by Adam Jungwirth.


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The Reel Shot Targets Customer Satisfaction

By Jennifer K. Woldt | The Northwestern

A lifelong outdoorsman, Brian Keller was used to the big stores.

Gear was sold at low prices, but sheer size of the store often meant employees didn’t connect with customers or didn’t have the depth of knowledge necessary to always assist the shopper.

He wanted to do something different.

The Reel Shot, 2755 Algoma Blvd., opened Jan. 5, 2011. At 6,000 square feet, Keller said the store is big enough to allow him to keep prices down for his customers, but still small enough to have a small, knowledgeable staff that was able to develop personal relationships with the customers while helping them find the gear they need.

“I wanted to create a big enough retail footprint but keep it small enough to keep that pro-shop personality,” the Winneconne man said.

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A highlight of the store is an 11,000-gallon in-store fish tank that allows customers to see how fish react to different types of bait and staff who can demonstrate different products. The tank, which is 45 feet long, 6 feet wide and 8 feet deep, is also a draw for children, who are entertained by the fish swimming in the tank while their parents shop for the gear they need, Keller said.

The store also has one of the largest archery pro-shops in the area, Keller said.

“The two biggest draws to the store are the fish tank and the hand dryers in the bathrooms,” Keller said.

At the moment, The Reel Shot is only located in Oshkosh, but Keller said, although it will take awhile, he has plans to expand to multiple locations throughout the state.

“The biggest thing is the customer service aspect,” Keller said. “We’re making sure

when people come in here they leave happy.”

Jennifer K. Woldt: (920) 426-6676 or [email protected] 32: The fly maggots are weighed and ready for sale at The Reel Shot. The hunting and fishing sporting good store on 2755 Algoma Blvd aims to provide the atmosphere of a small shop with knowledgeable employees. : A part of The Reel Shot store is reflected on its 11,000-gallon fish tank that allows customers to try out baits and products before purchase. Here, one of its employees Marc Drewek helps a customer on the phone. Oshkosh Northwestern photos by Shu-Ling Zhou.


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The state’s newly-formed economic development arm hopes to double international exports over the next several years, as overseas business partnerships becomes one of its top priorities.

The Wisconsin Economic Development Corp., a partnership between the private and public sector that replaced the state’s Department of Commerce last year, has finished a major reorganization of staff and is now fully operational and poised to grow jobs, the organization’s Executive Director Paul Jadin said.

Jadin, the former mayor of Green Bay, said the organization is more focused, better organized and better funded than the old commerce

department, which was shut down in June 2011.

The WEDC has since firmed up its mission and will work toward expanding the state’s international presence, growing targeted industries, proposing new laws and marketing the state as a place to do business.

“International exports, in particular, is something we’re targeting for 100 percent growth by 2016,” Jadin said. “That simply means we need to do more in terms of reaching out to countries we haven’t had much of a presence in before.”

Wisconsin currently has a presence in Mexico, Canada, Brazil and China, Jadin said. He hopes to expand throughout Europe, Africa and India, among other places.

“Last year, we exported nearly $20 billion worth of products. If we can double that within five years, that opportunity is going to create an awful lot of jobs here and keep an awful lot of business open.”

Another major function of the WEDC will be providing loans and incentives for new businesses and growth of existing businesses. The organization will be strategically targeting industries to receive that assistance, Jadin said.

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Accelerator Center, a water technology research and business incubator in Milwaukee. The facility will be the first in the United States and one of only a handful in the world.

Companies with military defense contracts, such as Oshkosh Corp. and Marinette Marine Corp., will also be targeted.

“We’re working with them to help guarantee their future with respect to winning federal contracts, so it’s almost guaranteed that will be one of the (targeted) clusters we deal with,” Jadin said. “And, of course, we can’t talk about Wisconsin without talking about agriculture, advanced manufacturing and paper.”

Policy writing and advocacy will also become a key point in the organization’s growth initiatives. Already, the WEDC is backing a venture capital bill in the Assembly, and it intends to work with Legislators on improving regulations and mandates affecting businesses, Jadin said.

Overarching all other initiatives is marketing. That primarily means ensuring the state has a strong presence around the country at tradeshows and favorable coverage in business publications.

“Then its just massaging the message to show we’re more than people with cheese on our heads who love football,” Jadin said.

Adam Rodewald: (920) 426-6632 or [email protected].

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Each month, The Oshkosh Northwestern recognizes a staff member foroutstanding performance. These are the people who make a difference,every day, in our community. They find and tell the compelling stories.They understand business needs and develop effective marketing

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We are proud of these winners – and all of our employees – and thankthem for their hard work and commitment to serving Oshkosh.

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in 1983, said Dr. Jeff McLaughlin, medical director for the Kennedy Center.

The Kennedy Center, which also does general orthopedic surgery, has been located at Mercy Medical Center in Oshkosh since the hospital opened in 2000. An independent orthopedic practice, the Kennedy Center collaborates closely with Mercy and its Affinity partners, according to officials at the facility.

Oshkosh resident Rich Voakes, an avid bowler, also received relief at the Kennedy Center, where he had surgery to repair his left knee.

Voakes said he had his knee resurfaced with plastic placed on the back of the knee cap and titanium in his leg bone.

“From all of the different sports I played through the years, the cartilage in my knee just sort of wore out,” he said.

Voakes, who had the knee surgery done about two years ago, said it’s holding up well and he has no issues with it.

“I wouldn’t be bowling today if I didn’t have it done,” Voakes said. “Before the surgery, I definitely had a limp and I couldn’t bend my leg very easily because it was bone on bone.”

McLaughlin said patients have come to the Kennedy Center from as far away as Saudi Arabia, Denmark and Japan.

“The most common reason people get a hip or knee replacement is they can no longer tolerate the pain and loss of mobility,” McLaughlin said. “Most people getting hip and knee replacements are 50 and older, but we’ve had them as young as 19.”

McLaughlin said they have everything needed on site including surgery, inpatient services and rehabilitation.

“Everything can be done here at Mercy Medical Center and the Kennedy Center,” McLaughlin said.

McLaughlin considers himself fortunate to be involved in a field that dramatically improves patients’ lives.

“It’s great to see people get their lives back,” McLaughlin said.

Doug Zellmer: (920) 426-6667 or [email protected]

Page 37 & 38: Patient George Younger does therapy on his shoulder with the help of Physical Therapist Tim Kakuschke at Mercy Medical Center. Younger had his shoulder done at the Kennedy Center. Oshkosh Northwestern photos by Joe Sienkiewicz.



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Existing home sales declined in Winnebago, Brown, Fond du Lac and Calumet counties in 2011, but Oshkosh area real estate professionals say 2012 could be the year existing home sales finally rebound in Northeast Wisconsin.

Wisconsin Realtors Association data indicates Winnebago County home sales declined for the fourth straight year in 2011 from 1,456 in 2010 to 1,433. However, the association’s monthly sales data shows year-over-year decreases in the first six months of 2011 and year-over-year increases in the last six months of the year.

ReMax on the Water Realtor Kris Villars attributed first-half declines to high sales figures in the first half of 2010 spurred on by the federal first-time home buyer tax credit program. She said sales volumes last year were positive and expects the market to continue to

improve throughout 2012.

“Our sales were up, our prices were up. Everything looked good,” Villars said. “I’m hoping things will get a little bit better, though. Things have stabilized, but it’s tough to say whether it will improve.”

Conditions could not be much better for a housing market rebound. Interest rates have dropped below 4 percent for someone with a good credit score and a down payment. Building material costs have declined since the days of the housing boom. Buyers are reducing debt and banks are shoring up lending practices. And there’s plenty of inventory out there for buyers.

First Weber Realtors Sales Associate Gene Young said the phones have been ringing and volumes appear to have increased already.

“We’re seeing some big, positive signs in the air,” Young said.

Preliminary data the WRA has collected for Winnebago County is proving Young correct.

The 82 existing homes sold in the county in January 2012 means home sales increased more than 34 percent over the 61 homes sold in January 2011.

The economic improvement expected to come in 2012 would help give the Oshkosh area housing market another shot in the arm, but real estate professionals say mortgage foreclosures will continue to exert a negative force on the market.

“I’m thinking the worst of the foreclosure issues is still coming down the pipe,” First Weber Realtor Steve Poeschl said.

Jeff Bollier: (920) 426-6688 or [email protected].

Homes for sale on the 600 block of Evans Street in Oshkosh. Oshkosh Nortwestern photo by Adam Jungwirth.

Economic OutlookReal Estate MarketBegins To Brighten


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“Help us Help Others”Saint Vincent de Paul Society Oshkosh Inc. provides assistance to the poor and

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Clothing, food, furniture, household goods, rent, transportation & utilityassistance are provided for poor and needy individuals and families in the

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Donations of clothing, food, household goods & cash are always welcome andare tax deductible. Drop off at the Saint Vincent de Paul Thrift Store located at

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The Saint Vincent de Paul Thrift & Furniture Store is a “donation volunteer”environment. Donations and volunteers are always needed and appreciated.

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Economic OutlookJobs Available,

But Skills Sometimes LackingBy Jennifer K. Woldt The Northwestern

While unemployment rates in Wisconsin remain high, there are jobs that need to be filled.

The problem faced by employers and schools preparing students for future career opportunities is that often the jobs that need to be filled are not always the types of careers that people are preparing themselves for.

“We have this huge mishmash of what many people are preparing for in terms of careers choices and what the reality is,” said Dr. Susan May, president of Fox Valley Technical College.

According to the New North Occupational Projections Study, which identifies the careers with

the highest growth potential by 2016, truck drivers, registered nurses, assemblers and carpenters all make the list of occupations with growth potential.

By 2016, the study projects 13,229 heavy duty and tractor trailer truck drivers will be needed, along with 10,965 registered nurses, 9,328 team assemblers and 6,992 carpenters in the 18-county New North region.

Fox Valley Technical College is doing its part to prepare students, not only for careers in nursing and healthcare, but other industries that are already experiencing a need for employees or expect a growth.

The school routinely reaches out to employers in the region to understand their needs in terms of what industries will experience a need for employees and what skills potential employees will need, May said. Not only does FVTC work with employers to find out the needs, May said

the school also runs outreach campaigns to let the community know what career opportunities exist.

Industries that May said have a need for employees include the trucking industry, where there is a need for diesel technicians and truck drivers to support manufacturers moving goods and products, as well as information technology and all areas of health care.

Often occupations such as manufacturing and transportation have to battle a perception that the industry is dirty or not for the brightest individual, which May said is untrue. Those perceptions, along with hearing news of layoffs in the manufacturing industry have made it difficult to attract workers, May said.

Mercy Medical Center currently has openings on its nursing staff, and the number of openings is expected to grow in the next few years.

Lisa Truman, the executive director of nursing

at Mercy Medical Center, said a large number of people on the nursing staff will reach retirement age or move out of the hospital and into other areas of nursing, such as home health care or clinic setting, in the next three to five years.

The average age of the 210 nurses at Mercy Medical Center is 44, Truman said and, over the last year, at least 12 nurses with 40 or more years of experience have retired.

“There is going to be a large opportunity for nurses,” Truman said.

Jennifer K. Woldt: (920) 426-6676 or [email protected]

Medical assistant student Ashley Warnke, right, plays as a patient as she and fellow student Emily Felbab, left, practice positioning and draping with lead instructor Kim Gropp on March 1, 2012 at Fox Valley Technical College Riverside Campus. Oshkosh Northwestern photo by Shu-Ling Zhou.


Highway 41 Corridor, Downtown Get Developing Emphasis

By Jessica Opoien | of The Northwestern

Oshkosh development officials expect the momentum of strong commercial development along U.S. Highway 41 will continue into 2012, and an increased focus will be given to downtown redevelopment efforts.

Oshkosh leads all Highway 41 communities in northeast Wisconsin in total new commercial and industrial construction over the last five years, according to state figures. In 2011, 858 commercial construction permits were issued in Oshkosh, creating about $26.4 million in commercial construction value, not including $31.5 million in construction at the University of Wisconsin-Oshkosh, said Oshkosh Area Economic Development Corporation Executive Director Rob Kleman.

“Oshkosh is well positioned to offer future opportunities to developers and retailers that are looking at our community,” Kleman said.

Kleman said the addition of several national retailers, such as Best Buy, Olive Garden and TJ Maxx, serves as a great marketing tool to attract other national businesses to the area. As construction is completed along Highway 41 and businesses become more accessible, Kleman predicts that development will explode in that area. There are currently more than 100 acres of available sites along the highway corridor stretching as far south as the Planeview Travel Plaza, Kleman said.

Because businesses are naturally attracted to land along the highway because of the high volume of traffic, most of the OAEDC’s

marketing efforts are spent promoting central city and downtown redevelopment efforts, Kleman said, adding that the recent purchase of the City Center Hotel is a “shot in the arm” for goals the community wants to accomplish downtown.

City development is a “big puzzle,” Kleman said, adding that industrial development, unemployment rates and commercial development tie together and affect one another.

“When people are working and have disposable incomes and our economy is growing, that is a major driver in selling commercial property,” Kleman said.

Kleman cited Oshkosh’s “diverse employment


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Highway 41 Corridor, Downtown Get Developing Emphasis

base,” including UW-Oshkosh, the Oshkosh Correctional Institute, software development firms and heavy equipment manufacturing, as instrumental in fostering a stable economic environment and promoting development. Oshkosh, as a whole, seems to have weathered the storm of the Great Recession well, but the OAEDC recognizes that some businesses have been forced to close their doors in the last several years, Kleman said.

“We have to keep working hard with our existing companies to help connect them with resources so they can grow and expand and continue to provide opportunities for job seekers that are in the marketplace right now looking for work,” Kleman said.

Although Kleman is happy to point out Oshkosh’s position as a regional leader in new construction, he said the cities that neighbor each other along Highway 41 often work together to promote the Fox Valley as a region, rather than compete with one another. Kleman said they identify the Fox Valley market as about 1 million people, then drill down to the Oshkosh market, which draws about 100,000 people. While the end goal is to get a business to locate in Oshkosh, regional success is also important.

“We are very confident that Oshkosh is in a good position,” Kleman said. “Being part of a successful region also positions us well, and to work closely with our neighbors to the north and south — to continue to promote our region as a healthy place to do business — is important.”


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Economic Outlook

Waste Not, Watt NotUW-Oshkosh, Rosendale Dairy Launch Pioneering Partnership

By Patricia Wolff | The Northwestern

The University of Wisconsin Oshkosh Foundation and Rosendale Dairy will begin construction this year on a manure processing plant that could revolutionize the way large dairies handle their waste.

The partners and two other organizations are working on a project to create and maintain a biodigester that will produce energy from cow manure.

Construction is expected to start later this year, according to Tom Sonnleitner, UW Oshkosh vice chancellor for administrative services. It would be the second biodigester built by UWO.

The decision to build another digester came after the success of the first biodigester, which was built on Witzel Avenue to produce power from waste produced on campus. The Oshkosh biodigester is the first of its kind in the Western Hemisphere, according to Alex Hummel, associate director of news and public information at the university.

The new digester, to be located at the Rosendale Dairy farm in Pickett, will be different from the one on the UW campus, in that it will use materials with a high-liquid content and has moving parts that will pump waste into the digester and stir it to create methane gas, which is then

turned into energy.

Art Rathjen, UW Oshkosh Foundation president, said another major difference between the current digester and the new one will be the size. The new digester will be around seven or eight times larger to hold manure from the more than 8,000 cows on the Rosendale Dairy property.

“Part of the reason a digester here is conceivable is that there will be enough product to go through the digester, ” said Bill Harke, director of public affairs of Milk Source, which owns Rosendale Dairy.

Development of the Pickett plant is being done in partnership with the North


Economic Outlook

Waste Not, Watt NotUW-Oshkosh, Rosendale Dairy Launch Pioneering Partnership

American company BIOFerm Energy Systems and the German company Viessmann Group.

BIOFerm, a member of The Viessmann Group, which has 28 facilities worldwide that provide a “clean, renewable source of energy through the construction of their biogas plants, which recover energy from organic waste and biomass,” according to the company’s website.

These sorts of technologies are prevalent all over Europe, which is why the Foundation chose The Viessmann Group to help build their biodigester.

The facility would generate 2.8 megawatts of energy per year, which would be enough to power 16,000 homes.

It also will act as classroom and lab for some UW Oshkosh science classes, John Koker, dean of the College of Letters and Science at UW Oshkosh, said.

Although the center will benefit the university, Sonnleitner and Rathjen said the UWO Foundation, and not the university itself, is involved in this partnership so there are no student or tax dollars at risk.

“The market has kind of spoken,” Hummel said. “Large farms are kind of a wave of the future and (Rosendale Dairy) has acknowledged that rather than just do business, they want to talk to the public. The foundation can now come in and capitalize on that and use it to further educate the community and harvest green energy from the facilities.”

Patricia Wolff: (920) 426-6689 or [email protected] 46: Material is removed from the biodigester’s dry fermentation chambers, sorted and then mixed with fresh organic material. The biodigester will take plant materials and food waste into the chambers and extract gas as the compost process continues. The material will remain in each fermentation chamber for 28 days. : UW Oshkosh’s dry biodigester renewable energy facility will include heat and power generators.

Oshkosh Northwestern photo by Joe Sienkiewicz.


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Economic OutlookBy Doug Zellmer | The Northwestern

Dan Geffers dreamed of some day having his own frozen custard stand.

The Oshkosh resident said he realized a long-standing dream when he opened, with his brother, Lance, Rhapsodies Gourmet Frozen Custard & Sandwiches nearly two years ago at the corner of Oregon Street and South Park Avenue.

“This is something that I’ve always wanted to do with my brother for about the past 20 years. I already owned the building so we decided to do it,” said Dan Geffers, who is a carpenter by trade and owns a home remodeling business.

The brothers said business has been good since it opened in June of 2010 and has flourished amidst plenty of competition in the city from businesses that sell custard and sandwiches.

So, what’s the brothers’ recipe for success? For starters, they make their own custard, which they have a strict quality control over.

Dan Geffers said either he or his brother are at the store to oversee making the homemade gourmet frozen custard, which is made fresh throughout the day. The business has chocolate and vanilla custard along with a flavor of the

day.

“A lot of minute details go into creating our rich, creamy product,” Dan Geffers said. “We want the best possible frozen custard you can get and we pay a lot attention to details. We look for quality and make sure we have a consistent product.”

Some of the homemade custard flavor of the day offerings include chocolate raspberry truffle, Snickers cake batter, razz berry beret and Johnny cashew.

Lance Geffers said another key to their success is customer service.

“We feel our customer service is really good. We build a relationship with our customers and that is important,” Lance Geffers said. “I enjoy the variety of people who come here and we get to know them.”

Lance Geffers said he is not surprised that their business has been successful.

“We figured we would be successful based on our product and having something different for our customers,” he said. “Since the building is paid for, we have low overhead and that has helped.”

The business also serves a variety of sandwiches, along with sides like tomato basil salad, apple baked beans with pecans, soup and non-alcoholic beverages.

Lance Geffers said they not only have regular customers from Oshkosh, but also from Neenah and Appleton.

“We have a couple from California who come in. They stay in Oshkosh for a couple of weeks during the summer visiting family,” Lance Geffers said. “They send us a postcard to say they miss our product. That’s what is neat about this business when you get stories like that.”

How did the business get its name Rhapsodies?

“We wanted to do something that was related to music,” said Dan Geffers, who added that a collection of the brothers’ music is piped in throughout the store.

Doug Zellmer: (920) 426-6667 or [email protected] Geffers brothers, Dan, left, and Lance, make their own creation -- in two flavors of vanilla and chocolate -- at Rhap-sodies Gourmet Frozen Custard and Sandwiches located at the corner of South Park Avenue and Oregon Street. Oshkosh Northwestern photo by Shu-Ling Zhou.

Geffers Brothers Have Success At Custard Business In Oshkosh


Economic Outlook


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Muza Metal ProductsBucks Trends And Thrives

By Charles Greenley | The Northwestern

“Be aggressive” is a chant cheerleaders use across the country, and Oshkosh’s Muza Metal Products has used this mantra to thrive in an economic downturn.

In the past decade, the 84-year-old company invested in its metal fabrication business, quadrupled its revenue and more than doubled its workforce from 120 to 250.

While Muza grew in part because its leaders streamlined the company’s operations and automated the facility to remain cutting-edge, it also did so by a seemingly unconventional approach.

“We’ve done something that can be viewed as a little odd,” Dan Hietpas, president of Muza, said. “We actually shrunk our customers from 66 to about 18.”

Muza Metal Products in Oshkosh. The company is growing which should add more jobs to the area. The addition of a 47,000 square foot expansion will increase its footprint in Oshkosh. Oshkosh Northwestern photo by Joe Sienkiewicz.


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This was by design, as Muza’s management decided they wanted the company to support the needs of their largest customers and grow their relationships with them, becoming a one-stop-shop that can do an entire project in one location.

“We want to support our top customers as opposed to being a little bit to a lot of customers,” Hietpas said.

Muza has a great business relationship with Oshkosh Corp., and Hietpas said his company has benefited from the military truck maker’s growth, but they’re just one good customer of the many Muza has.

Muza’s quality-over-quantity approach applies not only to customers but to the employees, as well.

Hietpas said this year, Muza is really going to focus on its workforce, by holding employee feedback forums and finding ways to improve the work atmosphere.

Ryan Micke, machining supervisor, said when he started at Muza two years ago, Hietpas sat down with every employee and asked them to talk about anything they didn’t like or thought

could be improved.

“I was never in a place where they did that before,” Micke said. “I think a lot of employees liked that, to have their voice heard.”

That’s part of Hietpas’ approach. He is hands-on, and he circulates throughout Muza’s facilities regularly so he can see how everyone is doing.

Ken Weeks, lead tool bender and an employee at Muza and an employee there since 1977, said this engenders a great working atmosphere and that Hietpas treats him like a friend, which makes him want to stay at the company and work that much harder.

“I do things for the company because I want the company to succeed,” Weeks said. “When they enjoy success, I succeed.”

Dan Kilsdonk, who performs a variety of tasks including maintenance of the plant’s machines and electrical systems, began at Muza nearly four years ago after working 28 years at NewPage paper mill in Kimberly.

The teamwork at Muza and the camaraderie among employees makes him want to stay.

“I’ve got 15 years left to work, and I hope I

finish it out here,” Kilsdonk said.

Hietpas said with Muza’s plan to keep growing, more employees will join Kilsdonk, and soon.

Construction of a 47,000-square-foot plant expansion at Muza’s Murdock Street location was nearly finished as of mid-February, and the company is looking for more people immediately.

Muza owners Wing Capital Group have set a goal to double business over the next five years and increase the workforce to 400 people, or maybe more.

Hietpas said though his company still wants to gain a couple additional customers, the goal is to cap the customer base at around 20.

“We find our large customers really value that we can do everything,” Hietpas said. “Frankly, it makes our partnerships even better and our relations even tighter when we can do that. We get in deeper with our customers; you can’t find that elsewhere.”

Charles Greenley: (920) 426-6663 or [email protected]

Muza Metal Products continued


ACCEPTABLE MATERIALS

NON-ACCEPTABLE MATERIALS*Fluorescent Bulbs, *Latex Paint, Explosives, Infectious Medical Wastes, *Asbestos,

*Antifreeze, *Propane, *Auto Batteries,*Used Oil, Radioactive Materials, Business Materials, * Electronics

*Call the Winnebago County Landfill at 232-1800 regarding disposal. Charges may apply to some items.

2012 Schedule - No Appointment NeededHOURS: 9am-12 Noon March 28, 31 • April - 11, 14, 25, 28

May - 9, 12, 23, 26 • June - 6, 9, 20, 23 • July - 7, 18, 21Aug - 1, 4, 15, 18, 29 • Sept - 12, 15, 26, 29 • Oct - 10, 13, 24, 27

NOTICE TO WINNEBAGOCOUNTY RESIDENTS

Winnebago County Household Hazardous Material Facility

AutomotiveGasoline, Fuel Additives, Starter Fluids,Transmission Fluids, Brake FluidCleanersTurpentine, Varnish, Stains, Solvents,Drain and Oven Cleaners, Pool Chemicals,Other Cleaners and Polishes

Garden & Lawn CareHerbicides, Insecticides, Fungicides, Poisons,Weed KillerMiscellaneousOil & Lead Based Paint, Grease & Rust Solvents,Paint Thinners/ Strippers/ Removers, Adhesives,Wood, Kerosene, Preservatives, HouseholdBatteries, Mercury, Spray Paint

For more information please call:Winnebago County Solid Waste(920) 232-1850 • (920) 727-2896 • Outside the Fox Valley 1-866-424-1850

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machines on the market.

QUALITY

The #1 commercial laundrymanufacturer in the world.

CAPABILITY

More than 800 Alliancepartners worldwide.

GLOBAL DISTRIBUTION

Over 1.2 M sq. ft. of global facility spacewith more than 1500 dedicated employees.

RESOURCES

Providing solutions for virtually everymarket and segment of the business.

BREADTH

FLEXIBILITY FOCUS

Laundry is all we do.Our customers always come first.Customer One is our commitment.

DEDICATION

More brands with more productsto serve more customers.

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BELLEVUE | ASHWAUBENON | MANITOWOCTWO RIVERS | MISHICOT | FRANCIS CREEK

ST. NAZIANZ | KIEL | PLYMOUTH | SHEBOYGANMemberFDIC

101 City Center, Oshkosh 920-237-5126

Wemake banking easyand we’re easy to find!

City Center Com

mer

ceS

t.

ain

St.

teSt

.

Market St.

Pearl Ave.

High Ave.

Located in downtown Oshkosh off Pearl Avenue.

For Better Banking,Think First.

Mike Dempsey JoanWoldt Meghann KasperMei Bloechl

WI-5001465420

Wisconsin . Chicago . California . Atlanta

THANK YOU

Prepress Printing Plates& Sleeves

DisplayGraphics

BrandDevelopment

TechnicalPartnerships

To OEC Graphics’ customers, employees

and the Oshkosh community for

100 Years in business.

1912-2012

oecgraphics.com

WI-5001465656

WI-5001449476


MUZA METAL PRODUCTS continues to focus on being the Employer of Choice in Oshkosh and surrounding communities.Started on High Street in Oshkosh 84 years ago, Muza Metal Products has doubled in sales over the past 5 years and quadrupled over

the past 10. We have not had a single layoff during that period and have grown our employee count to 251, where it stands today.

First of all, we want to sincerely thankall of our employees who have beenthe key to our growth and to ourability to keep our customers satisfied.We know that we would not be thecompany we are today without all ofthe Muza teammates.

Secondly, we continue to grow andadd to our team. In addition we arecurrently in the process of addingan additional 47,000 square feet ofmanufacturing space expected to becompleted in early spring. Some of theofferings that we believe, when takenall together, differentiate us from otheremployers are:

• Comprehensive health, dental,and prescription drug coverage

• 401K program with matchingfunds

• Flexible spending accounts

• Company provided life & disabilityinsurance

• Competitive wages

• On-the-job training

• 4 day and 3 day workschedules

• Clean, safe work place

• Fast paced and friendlyenvironment

Thanks again to all of thevalued members of our team!

MUZA METAL PRODUCTSlooks forward to continued growth

as well as maintaining ourEmployer of Choice advantage.

employers are:

Learn more today and apply on our website at www.muzametal.comor stop in for an application.

WI-5001456925

606 E. Murdock Ave., Oshkosh, WI

Choose online or on campus.Choose UW Oshkosh.

(800) INFO-UWO • www.uwosh.edu/cnl

You can get quality and flexibility in an online bachelor’s degree.With UW Oshkosh, choose an online program that focuses onhuman services, leadership, organizational administration and more.

Choose quality, flexibility and affordability.

One of the benefits

of a liberal studies

degree is that it

prepares you

for so many options.�David HuntBachelor of Liberal Studies ‘10

�

WI-5001447602

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