“Difficult to see, always in motion is the future.”

Yoda

““Hayward could be a quaint city, but is Hayward could be a quaint city, but is currently nothing but a tourist trap catering to currently nothing but a tourist trap catering to drive through or weekly visitors.”drive through or weekly visitors.”

““Better sales people (most HATE summer Better sales people (most HATE summer residents and tourists, but will take their residents and tourists, but will take their money and spit in their face at the same time)”money and spit in their face at the same time)”

““Locals consider part-time residents as Locals consider part-time residents as intruders, sock it to them attitude”intruders, sock it to them attitude”

““We are very pleased with the businesses in the We are very pleased with the businesses in the community of Hayward, We are impressed community of Hayward, We are impressed with the kindness and friendliness of with the kindness and friendliness of employees. We have felt on numerous employees. We have felt on numerous occasions that they have gone out of the way occasions that they have gone out of the way to be of help. The employees are really to be to be of help. The employees are really to be commended as well as the store owners who commended as well as the store owners who employ them.”employ them.”

Why?Why?

Long-term discussions on changing trends (tourists Long-term discussions on changing trends (tourists vs. seasonal residents)vs. seasonal residents)

Caveats regarding census and other data sourcesCaveats regarding census and other data sources Lack of understanding regarding second home Lack of understanding regarding second home

market, property use, and preferencesmarket, property use, and preferences Sawyer County businesses were missing Sawyer County businesses were missing

opportunities through product mix and marketingopportunities through product mix and marketing Build on the previous local research and work of Build on the previous local research and work of

others: Marcoullier, Ryan, etc. others: Marcoullier, Ryan, etc.

PartnersPartners

Survey Development and ImplementationSurvey Development and Implementation Sawyer County Development CorporationSawyer County Development Corporation Sawyer County UW-ExtensionSawyer County UW-Extension UW River Falls Survey Research CenterUW River Falls Survey Research Center Local Steering CommitteeLocal Steering Committee

Who?Who?

RespondentsRespondents Owned property in Sawyer CountyOwned property in Sawyer County $80,000 in improved value$80,000 in improved value Mailing address for tax mailings outside Mailing address for tax mailings outside

Sawyer CountySawyer County Not a business or corporationNot a business or corporation 1774 total households, 1226 surveyed, 631 1774 total households, 1226 surveyed, 631

respondedresponded

What?What?

Factors concerning their decision to purchase Factors concerning their decision to purchase property in Sawyer Countyproperty in Sawyer County

How often they and others used their propertyHow often they and others used their property Annual household spending in the countyAnnual household spending in the county Reasons for not purchasing items in Sawyer CountyReasons for not purchasing items in Sawyer County Opportunities for business growth & developmentOpportunities for business growth & development Demographic informationDemographic information

Key FindingsKey Findings

RespondentsRespondents 67% Male67% Male 71% no children under 18 living in household71% no children under 18 living in household 82% over 45 yrs old82% over 45 yrs old 63% currently employed63% currently employed 70% bachelor’s degree or higher, 37% graduate or 70% bachelor’s degree or higher, 37% graduate or

professional degreeprofessional degree 70% household income greater than $100,000, 70% household income greater than $100,000,

33% greater than $200,00033% greater than $200,000

Key FindingsKey Findings

Purchase property because of the natural Purchase property because of the natural beauty, quiet, privacy, and recreational beauty, quiet, privacy, and recreational opportunitiesopportunities

Collectively use their properties ranging from Collectively use their properties ranging from a low of 20,223 people/days in March to a a low of 20,223 people/days in March to a high of 97,588 people/days in July.high of 97,588 people/days in July.

Each household spent approx. $17,500 in Each household spent approx. $17,500 in Sawyer County – Total direct expenditures Sawyer County – Total direct expenditures between 29.8 and 32.5 million.between 29.8 and 32.5 million.

Key FindingsKey Findings

Shopping in Sawyer CountyShopping in Sawyer County Friendliness of sales people 76% and attractiveness Friendliness of sales people 76% and attractiveness

of the shopping area 74% were rated as excellent of the shopping area 74% were rated as excellent or good.or good.

Convenience and Price were major factors people Convenience and Price were major factors people purchased outside the countypurchased outside the county

““I feel that all Sawyer County does anymore is have festivals I feel that all Sawyer County does anymore is have festivals and try to attract tourists. The reason I bought here 12 years and try to attract tourists. The reason I bought here 12 years

ago are disappearing”ago are disappearing”

I want Hayward of 1965 – I don’t give a damn about I want Hayward of 1965 – I don’t give a damn about “shopping”. Let’s stop buying crap to dump in our landfills and “shopping”. Let’s stop buying crap to dump in our landfills and

focus on why we came here – TO RELAX!”focus on why we came here – TO RELAX!”

““We like the small town laid back feel of Hayward. We would We like the small town laid back feel of Hayward. We would hate to see it fall prey to the glitzy, fun of the mill trend that hate to see it fall prey to the glitzy, fun of the mill trend that

seems to be taking away the character of other popular vacation seems to be taking away the character of other popular vacation areas. Do not become too commercial and generic. Keep the areas. Do not become too commercial and generic. Keep the

variety and charm and beauty.”variety and charm and beauty.”

Survey IssuesSurvey Issues

Funding (Not enough)Funding (Not enough) Ownership (Public domain or control by Ownership (Public domain or control by

funder?)funder?) Authorship (Negotiations up front?)Authorship (Negotiations up front?) Use of the data (Intended or unintended use)Use of the data (Intended or unintended use)

Possible Issues for ReflectionPossible Issues for Reflection

If price and convenience are major drivers of If price and convenience are major drivers of purchasing decisions, how can businesses capitalize?purchasing decisions, how can businesses capitalize?

Are our tourism promotion efforts/ festivals and Are our tourism promotion efforts/ festivals and events designed to promote overnight stays detracting events designed to promote overnight stays detracting from the quality of experience for permanent and from the quality of experience for permanent and seasonal residents? seasonal residents?

Conflicting views on economic development? Conflicting views on economic development? (Quality vs. Quantity) (Growth vs. Development)(Quality vs. Quantity) (Growth vs. Development)

Other?Other?

“Difficult to see, always in motion is the future.”

Yoda

“In retrospect, what would I have done differently?”

•Timing

•Secondary Data

•Better use of final product