FEASIBILITY STUDY FOR A

WISCONSIN PUBLIC AQUARIUM

By

Randall M. Korb

A Project

submitted in partial fulfillment of the

requirements for the degree

MASTER OF SCIENCE

College of Natural Resources

UNIVERSITY OF WISCONSIN

Stevens Point, Wisconsin

December, 1988

APPROVED BY THE GRADUATE COHHIITEE OF:

1 !

/

Dr. ichael P. Gross, Committee Chairman Professor of Environmental Education and Interpretation

College of Natural Resources

Dr. James W. Hardin Professor of Wildlife

Dr. Garry N. Kopf ssociate Professor Biology

ACKNOWLEDGEMENTS

I dedicate this work to the memory

of my parents who by their examples

taught me what is true and right.

I express my deep gratitude to those people without whom

this study would not have been possible:

To my advisory committee members James Hardin, Garry Knopf and

Fred Copes for their encouragement and timely suggestions; to

Phil Cochran for his inspiration and friendship and to Michael

Gross for his understanding and guidance.

To Chuck and Juel Krueger for their generosity,

and especially, to Karen for her support, patience and love.

iii

TABLE OF CONTEHTS

ACKNOWLEDGEMENTS ................................................. iii

LIST OF TABLES • • • • • . . • • • • . • . . . . . . . . . . . . . . • . . . . . . • • . . . • . • • . . . . . . . . vi

LIST OF FIGURES .••••.••••...••........•..•....•......••.......... viii

CHAPTER

I.

II.

III.

IV.

v.

VI.

INTRODUCTION •••••••.••••••••••.•.••••••••••••.•••••••••••••

Goals and Objectives

Need for a Public Aquarium in Wisconsin •••••••••••••••••

AQUARIUM INFORMATION •••••••••••••••••••••••••••••••••••••••

Overview of Major North American Aquariums ••••••••••••••

Overview of Small- and Medium-Sized

United States Aquariums

PROGRAM PLAN •••••••••••••••••••••••••••••••••••••••••••••••

Program Summary

Organizational Themes

Exhibit Themes .......................................... Exhibit Scenarios

Special Exhibitions

MAR.KET ANALYSIS ••••••••••••••••••••••••••••••.•••••••••••••

Green Bay Market Analysis

Oshkosh Market Analysis

Stevens Point Market Analysis ••••••••••••••••••••••••••••

FINANCIAL FEASIBILITY STUDY ••••••••••••••••••••••••••••••••

Green Bay Financial Study

Oshkosh Financial Study

Stevens Point Financial Study

Funding Sources

AQUARIUM SITE SELECTION AND EVALUATION •••••••••••••.•••••••

Green Bay Aquarium Sites

Oshkosh Aquarium Sites

Stevens Point Aquarium Sites •••••••••••••••••••••••••••••

iv

1

5

6

18

18

28

37 37 41

42

43 48 49

50

67 85

96

96 100

104

107

113

114

119

128

VII. SUMMARY • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 133 BIBLIOGRAPHY • • • • • • • . • • • • • • • • • . • • . • • • . . • • • • • • • • • • . • • • • . • • • • • • • • • • • 137

APPENDICES • • • • • • • • • • • . • • • • . • • • • • • . • • • • • • • • • . • . . • • • • • • • . • • • • • • • • • • 14 1

A • Funding Programs • . • • . • • • • • • • • • • • • • • • . • • • • • • • • . • • . • • . • • • • • 14 1

Wisconsin Development Fund--

Economic Development Program ••••••••••••••••••••••• 142

Wisconsin Development Fund--

Major Economic Development Projects •••••••••••••••• 143

Urban Development Action Grants ••••••••••••••••••••••• 144

Wisconsin Coastal Management Program Grants ••••••••••• 145

V

LIST OF TABLF.s

Table 1. General characteristics of major North American

aquar i urns • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 26

Table 2. Operating characteristics of major North American

aquar i urns • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 27

Table 3. Financial performances of major North American

aquar 1 ums • • • • • • • • . • • • • • • • • • • • • . • • . • • . • • • • • • . • • • • • • • • • • 28

Table 4. General characteristics of small and medium-sized

United States aquariums ••••••••••••••••••••••••••••••• 35 Table 5. Operating characteristics of small and medium-sized

United States aquariums ••••••••••••••••••••••••••••••• 36 Table 6. Financial performances of small and medium-sized

Table 7. Table 8.

United States aquariums ••••••••••••••••••••••••••••••• 36 Green Bay resident market size •••••••••••••••••..•••••

School-aged children (ages 5-17) in Green Bay 53

resident market ....................................... 53 Table 9. Operating characteristics of Green Bay attractions •••• 62

Table 10. Annual attendance at Green Bay attractions •••••••••••• 63 Table 11. Non-site specific planning level attendance

Table 12.

Table 13. Table 14.

Table 15.

for a Green Bay aquarium .............................. 65

Design-day attendance for a Green Bay aquarium •••••••• 65

Market capture rates for United States public aquariums 66

Oshkosh resident market size •••••••••••••••••••••••••• 69

School-aged children (ages 5-17) in Oshkosh

resident market .•••....•••......•....•.•...•.....•.... 69

Table 16. Annual attendance at Oshkosh attractions •••••••••••••• 78

Table 17. Operating characteristics of Oshkosh attractions •••••• 79 Table 18. Non-site specific planning level attendance for an

Oshkosh aquarium . . . • • • • . . • . . . • . . • • . . . • . • . • . . . • . . . • • . . • 8 3 Table 19. Design-day attendance for an Oshkosh aquarium ••••••••• 84

vi

Table 20.

Table 21.

Stevens Point resident market size ••••••••••••••••••••

School-aged children (ages 5-17} in Stevens Point

87

resident market ....................................... 87

Table 22. Non-site specific planning level attendance for a

Stevens Point aquarium ................................ 95

Table 23. Design-day attendance for a Stevens Point Aquarium •••• 95 Table 24. Construction costs for United States aquariums •••••••• 96 Table 25.

Table 26.

Table 27.

Table 28.

Table 29.

Table 30.

Table 31.

Table 32. Table 33. Table 34. Table 35. Table 36. Table 37.

Table 38.

Projected capital costs for a Green Bay aquarium •••••• 97

Green Bay aquarium earned revenues •••••••••••••••••••• 98

Green Bay aquarium staffing plan •••••••••••••••••••••• 99 Green Bay aquarium operating expenses ••••••••••••••••• 100

Projected capital costs for an Oshkosh aquarium ..••••• 100

Oshkosh aquarium earned revenues •••••••••••••••••••••• 102

Oshkosh aquarium staffing plan •••••••••••••••••••••••• 103

Oshkosh aquarium operating expenses ••••••••••••••••••• 104

Projected capital costs for a Stevens Point aquarium •• 104

Stevens Point aquarium earned revenues •••••••••••••••• 105

Stevens Point aquarium staffing plan •••••••••••••••••• 106

Stevens Point aquarium operating expenses ••.•••••••••• 107

Funding sources for a Wisconsin aquarium ••••••••.••••• 108

Funding case histories of United States public

aquariums . . . • • . . . • • • . • • . . • . . • . . . . . . . • . . . • . . . . . • . . • . . • . 111-2

Table 39. Green Bay aquarium site evaluation •••••••••••••••••••• 116

Table 40. Oshkosh aquarium site evaluation •••••••••••••••••••••• 119

Table 41. Stevens Point aquarium site evaluation •••••••••••••••• 130

vii

LIST OF FIGURES

Figure 1. Monterey Bay Aquarium floor plan ••.••••.•.••••••.•••. 19

Figure 2. National Aquarium floor plan .••.•••••••••..•••••...•• 21

Figure 3. New England Aquarium floor plan •••••••••••••••••••••• 23 Figure 4. Ak Sar Ben Aquarium floor plan .•.•••••••••••••••.•.•• 32 Figure 5. Green Bay area of communication influence •••••••••••• 51

Figure 6. Oshkosh resident market •••••••••.•••••.•••••••••••••• 68

Figure 7. Stevens Point resident market ••••••••••..•••••••••.•• 86

Figure 8. Green Bay aquarium sites •.••••••.•••••••••••••••••.•• 115

Figure 9. Oshkosh aquarium sites •••••••••••.••••••••••••••••••• 120

Figure 10. Stevens Point aquarium site •••••.•••••••••••••••.•.•. 129

viii

CHAPTER I INTRODUCTION

WHY ZOOS ARD AQUARIUMS?

Unlike zoos, public aquariums are a product of our recent past. As long

ago as 1,000 B.C., Emperor Wen Wang established a zoological park in

China, named the "Garden of Intelligence." His collection of animals

lived in superbly landscaped grounds, much like today's better animal

parks.

At the same time, the Chinese were selectively breeding fish and

domesticating carp in formal, outdoor water gardens. Aquariums as we

know them are a result of recent technology--a combination of modern

glass-making and sealants. The first public aquariums opened in Europe.

London opened an aquarium in 1853. The first United States aquarium

opened at Coney Island in 1896.

WHAT IS THE ROLE OF ZOOLOGICAL PARKS IN MODERN SOCIETY?

Zoos and aquariums serve the needs of people and animals. Early zoos

ran on a simple philosophy--display as many animals as possible to amuse

the public. Due to the influences of television and the environmental

movement, people are now far more aware of the importance of wildlife.

Zoological parks have responded to this change in public perception of

wildlife.

Good zoos and aquariums offer more than pleasant recreation and far more

than cheap amusement. As cultural institutions, they function directly

to broaden their visitor's base of scientific literacy; to provide

insights into the behavior of wild animals, the interrelationships of

animals and people, and ultimately, contribute to an understanding of

ourselves (Clarke, 1974).

2

Modern zoological parks have responsibilities in four areas known as the

"Big Four"--education, conservation, research and recreation.

EDUCATION

People seem to need being close to wild things and places. Due to their

urban setting and the popularity of live animals, zoos and aquariums

have tremendous opportunity for public education. U.S. census data

indicate about one in three Americans visit a zoo or aquarium each year,

over 112 million visitors in 1984 (U.S. Commerce Department, 1987).

As life becomes more artificial and complex and as urban sprawl

continues, zoological parks give people the chance for contact with the

natural world. For urban children, it is likely to be the only contact

they will have with wild creatures. Yet, these children will decide the

fate of natural areas, wildlife, and our future quality of life. Zoo

and aquarium education should be viewed in this light (Conway, 1982).

CONSERVATION

Zoos and aquariums play several key roles in conservation. Perhaps the

most obvious is maintaining captive populations in last-ditch efforts to

save species. Animals such as the California condor exist only in zoos.

Working with the American Association of Zoological Parks and Aquariums

(AAZPA), zoo professionals have prepared Strategic Survival Plans (SSPs)

for 30 of the most endangered species in captivity. Computerized

genetic data on some 250,000 individual animals are stored and managed

through ISIS--the International Species Inventory System.

RESEARCH

Zoos and aquariums make ideal facilities to advance basic and applied

knowledge of the animal and aquatic worlds. Research obligations fall

into three categories--to animal collections, to scholarship and to the

general public. It is important to design a facility for research,

rather than build and then see what can be done. While much research

3

takes place within zoological facilities, institutional support of field

work and the work of others is increasing.

RECREATION

No other attractions have so universal appeal, drawing people of all

ages and nationalities. There is something wholesome about a trip to

the zoo or aquarium. Zoos and aquariums provide something that tends to

keep us from falling out of our own psychological and emotional trees

(Conway, 1982).

ECONOMIC IMPACT OF PUBLIC AQUARIUMS

The primary purpose of aquariums is not to create jobs, generate

business or boost local sales of goods. Nonetheless, recent studies

show that aquariums have huge economic impacts on communities and

regions. Results of recent economic studies for Baltimore's National

Aquarium and the Monterey Bay Aquarium in Monterey, California convinced

leaders in 22 United States cities to build or expand public aquariums

(New York Times, 1986).

The National Aquarium has become Maryland's leading tourist attraction,

luring 6.2 million visitors since opening in 1981. In 1984, visitor

spending contributed $88 million to the state's economy and created

2,950 jobs. The Monterey Bay Aquarium played a major role in a boom in

local retail sales, hotel and parking revenues, and construction of

service-related businesses near the aquarium.

An economic impact study for the proposed Portland, Oregon Aquarium

projects 1,374 new jobs and $22.9 million in regional earnings for

aquarium construction alone (Economic Research Associates, 1987). Once

it opens, visitors will spend $5 million at the Aquarium and $13 million

in off-site direct spending, annually. Indirectly, the Portland

Aquarium will produce $45 million in regional income each year and

create 850 new jobs.

4

The National Aquarium, Monterey Bay Aquarium and the proposed Portland

Aquarium are large, world-class aquariums. However, the economic effect

of even modest-sized aquariums is significant. The proposed Marine

Science Museum in Charlotte, South Carolina will have 22,000 to 30,000

square feet of space and is expected to draw 200,000 visitors. The

Marine Science Museum is projected to add $16 to 25 million to South

Carolina's economy each year and create 20 to 30 new jobs (Economic

Consulting Services, 1984).

A WISCONSIN PUBLIC AQUARIUM--CONCEPT HISTORY

The notion of a public aquarium in our state is hardly new. People in

different areas of the state have discussed the possibility of a public

aquarium, pursuing it to different lengths.

In Milwaukee, city planners and private citizens are interested in

building an aquarium on the city's Lake Michigan shoreline. City

planners surveyed personnel and gathered data from several major U.S.

aquariums in 1986. The project lost support when career moves forced

some of the project backers to relocate.

Biologists in Vilas County on the Lac Du Flambeau Indian Reservation

have drawn up conceptual plans for a public aquarium. The aquarium is

part of a three-building complex that includes a trade school and other

educational facilities for the Lac Du Flambeau nation. The Lac Du

Flambeau nation operates a fish hatchery and has stocked area lakes with

gamefish for over fifty years. The combined public aquarium and fish

hatchery would provide hands-on training for tribal members.

Construction is expected to begin when federal funding is secured.

My involvement with the Wisconsin public aquarium concept started in

conversation with the Fond du Lac Parks Director in November, 1985. What began as a discussion on how to renovate Fond du Lac's Lakeside

Park Zoo shifted to Lake Winnebago and the need for a center/aquarium

for public education and interpretation.

5

After several discussions, Wisconsin Department of Natural Resources

Fish Management personnel were contacted and preliminary support was

gained for the project. In January, 1986 we met with Ken Schoenbroek,

aquarist and designer of the Lake Wisconsin display at Milwaukee County

Zoo. Our talk centered on the physical operations of aquariums, and we

concluded that an aquarium on Lake Winnebago is physically feasible. We

considered an aquarium site in Supple's Marsh adjacent to Lakeside Park.

The project went no further. Though Fond du Lac civic leaders felt the

aquarium concept had merit, another major community project was being

considered and the aquarium project was dropped.

GOALS AND OBJECTIVES

In this study I will examine if a public aquarium in Wisconsin is both

desirable and feasible. If the results confirm that an aquarium is

needed in our state and is possible to build and maintain, I will

promote the idea by sharing results with civic leaders in the three

communities included in my study.

I will research Stevens Point, Oshkosh, and Green Bay as potential host

cities for a public aquarium. Each community is located on a major body

of water--Stevens Point on the Wisconsin River, Oshkosh on Lake

Winnebago and the Fox River, and Green Bay on Green Bay of Lake

Michigan.

The past, present, and future of each of these communities ls closely

linked with its respective water system. Residents depend on aquatic

systems for drinking water, recreation and jobs. In addition to

bringing benefits, user demands placed on these waters have led to local

conflicts, problems and difficult water issues. Public aquariums focus

on water resources and informing the public through aquatic education.

The concept of a public aquarium therefore would seem to merit serious

consideration in all three communities.

6

The following objectives will achieve the project goals:

1. Develop a needs statement for a Wisconsin public aquarium.

2. Develop specific needs statements for aquariums in Green Bay,

Oshkosh and Stevens Point.

3. Describe a sample program and functions of the aquarium.

4. Project an annual attendance, building size, cost and operating

budget for aquariums in the three communities.

5. Identify possible funding sources and mechanisms.

6. Evaluate potential aquarium sites in each of the three communities.

7. Share project results with civic leaders in the three communities no

later than January, 1989.

THE NEED FOR A PUBLIC AQUARIUM IN WISCONSIN

Wisconsin's aquatic resources are diverse, high-quality, popular, and

extremely valuable. The state's water resources include 15,000 inland

lakes, 41,000 miles of rivers and streams and 6.4 million acres of Great

Lakes. Over 2 million anglers enjoy 36 million days of fishing

Wisconsin's waters each year.

It ls difficult to overestimate the importance of water resources to the

state's economy. Water ls vital to heavy industry in transporting raw

materials, in the manufacturing process, cooling power plants and

carrying away effluent and waste. Our water resources are extremely

important to tourism, Wisconsin's second largest industry. Shorelines

attract thousands of home, cottage and resort owners. More nonresidents

buy fishing licenses in Wisconsin than any other state. The market

value of the Great Lakes fishery is placed at $1.4 billion, and the

value to the region's economy at more than three times that amount

(Bishop, 1987). In 1986, the Door County peninsula attracted over

440,000 tourists, over half from out-of-state, who contributed almost

$70 million to the county's economy in July and August alone (Door

County Chamber of Commerce and Wisconsin Bell, 1987).

7

In view of the heavy demand placed on state waters by industrial,

commercial, and recreational interests, it is imperative that all

resource users be aware of the value and importance of water in our

lives. A public that understands its dependency on water is more likely

to be able to resolve complex water issues and decide matters in ways

that ensure clean water for all interests.

To inform the public on the importance of water resources is the goal of

aquatic education. Students in Midwest states have very low levels of

knowledge as to the importance of water (Fortner and Mayer, 1983 and

1988). We need to increase awareness, knowledge, and develop proper

attitudes toward water in people, especially young people, through

aquatic education. If people are informed, they are prepared to make

the right choices that will protect our water resources.

STATUS OF AQUATIC EDUCATION IN WISCONSIN

The extensive list of people involved in aquatic education in Wisconsin

includes personnel at nature and environmental centers, state parks,

wildlife areas, and state and federal resource agencies, teachers,

sportsmen, conservation club members and many others.

Many nature/environmental centers, e.g., Central Wisconsin Environmental

Center, Schlitz Audubon Center, Riveredge Nature Center, Mosquito Hill,

Havenwoods, Upham Woods, and Bay Beach Wildlife Sanctuary offer aquatic

education to school groups as part of their environmental or outdoor

education program. Visiting school children test water quality, sample

ponds and streams for aquatic life, learn the value of wetlands and

identify aquatic plants and animals in efforts to become familiar with

the water world.

Several centers conduct aquatic workshops or classes for families, older

students, and teachers. Classes are often developed in-house taking

advantage of natural features on site. Examples of aquatic education

offered at some state environmental centers are as follows:

8

Schlitz Audubon Center--Milwaukee:

Focus on Lake Michigan--designed to equip and motivate teachers to

help students appreciate our Great Lakes.

Beachcombing-families explore fossils, aquatic life, and objects

washed up on Lake Michigan's shore.

Denizens of the Deep--investigation of underwater life and

evaluation of water quality in Mukwanago River.

Riveredge Nature Center--Newburg:

Up the River: Exploring the Milwaukee River-curriculum and

information teacher workshop.

Treehaven-Tommahawk:

Fly Tying for Trout--adult workshop

The Hidden Water Resource-Groundwater; teachers and youth leaders

learn about the water cycle, water quality, and groundwater issues.

Mosquito Hill--New London Musky Baits and How To Make Them

Let's Go On a Bog Hike--Hortonville Bog

Havenwoods Environmental Awareness Center--Hilwaukee

April fishing clinic teaches 1,000 urban children fishing skills.

Trees for Tomorrow--Eagle River

Northwoods-Water, Water Everywhere--teachers learn how to evaluate

and manage water resources through hands-on activities.

Barkhausen West Shores Interpretive Center--Suamico

West Shore Wetlands--teachers explore Green Bay's coastal wetlands.

WISCONSIN DNR AQUATIC RESOURCES EDUCATION PROGRAM AND AQUATIC WILD

Two recent aquatic education innovations merit special consideration in

view of their eventual statewide impact: Wisconsin DNR's Aquatic

Resource Education Program and Aquatic Wild, the aquatic supplement to

9

Project Wild. The Wisconsin DNR acquired Dingell-Johnson funds and

began an aquatic education program in 1987. The program will be fully

operating by 1990 and consists of the following parts:

1. Develop material aids on state aquatic resources--slide shows,

videos, brochures, fact sheets, posters, etc.

2. Develop a fishing skills program for young people, particularly

urban youth.

3. Develop an adult education program.

4. Incorporate Aquatic Wild supplement of Project Wild into Wisconsin

schools.

5. Involve the public in fisheries planning and evaluation.

A noteworthy 1988 program objective is to increase the effectiveness of

aquatic education at state parks and fish hatcheries through the

development of interpretive exhibits. Fish hatchery exhibits will

interpret the role of hatcheries in overall fish management. State park

exhibits will focus on Great Lakes and Mississippi River systems.

The Aquatic Resources Education Program is part of DNR's Fish Wisconsin

2000, a comprehensive action program that guides Wisconsin's fishery

into the next century. Fish Wisconsin 2000 identifies issues and

solutions to maintain a quality fishery. Involving public participation

to achieve desired results and benefits is a major objective of Fish

Wisconsin 2000.

AQUATIC WILD

Aquatic Wild is a supplemental set of aquatic ecology activities to

Project Wild. Project Wild is an interdisciplinary, supplementary set

of conservation education programs emphasizing wildlife. Project Wild

was developed and sponsored by the Western Association of Fish and

Wildlife Agencies and the Western Regional Environmental Education

Council, representing 13 western states.

10

Wisconsin DNR adopted Project Wild in 1985. Since then, 200 workshop

facilitators have trained over 5,000 elementary and secondary teachers

to infuse environmental topics into school curriculums statewide.

Aquatic Wild activities help teachers and students explore and

understand water properties and processes, aquatic organisms and the

importance of protecting water quality. Facilitators started Aquatic

Wild workshops for Wisconsin teachers in Spring, 1988.

Aquatic Wild and Wisconsin DNR's Aquatic Resource Education Program mark

the beginning of stepped-up efforts to meet the aquatic education needs

of state residents. A public aquarium, serving as a center for aquatic

education, would offer Aquatic Wild and other aquatic education

activities. It ties in with DNR's aquatic education program and offers

a site where teachers and students can experience our water world

firsthand.

THE NEED FOR AN AQUARIUM IN GREEN BAY

An aquarium in Green Bay was first considered in 1968 when a Bay Shore

Education Area consisting of an aquarium, climatron, planetarium and

museum was proposed for the UW-Green Bay campus (Daverman Associates,

Inc., 1968). The proposed building cluster was devoted for water

resources education and research, with emphasis on northern Great Lakes,

regional inland lakes, the urban Fox River Valley and northern

Wisconsin. The proposed site on campus was later designated a wetland

area by the Wisconsin DNR, perhaps restricting development of the

complex.

The need for a public aquarium is apparent in view of recent efforts to

clean up Green Bay. In an ambitious, costly program called the Remedial

Action Plan (RAP), procedures are outlined to restore the Green Bay

ecosystem over the next twenty to fifty years (Wisconsin DNR, 1987).

Public understanding and support of the RAP is needed if the plan is to

work. The RAP lists 15 Key Action Items needed to restore the Bay and

Fox River, with seven items rated high priority. One high priority is:

To increase public awareness of, participation in, and support for Fox

11

River and Bay restoration efforts. The public information and education

programs needed to increase awareness and participation could be offered

at the proposed aquarium.

The RAP also addresses socioeconomic benefits, stressing the need to

include these factors in management decisions affecting the Bay

ecosystem. A public aquarium fits the "innovative solutions to

environmental problems that benefit both the environment and economy,"

called for in the plan.

An aquarium could shed light on water resource issues. The potential

invasion of the sea lamprey into the Lake Winnebago fishery via the Fox

River affects several user groups. The issue calls for an informed

public that needs to make the right choices. Interpretive exhibits

featuring live sea lampreys, for example, could increase public

awareness and understanding of the lamprey/Fox River locks issue.

Students and faculty from area colleges and universities could use the

aquarium to conduct research or to interpret research results to

community residents. Large tank systems would enable research on fish

behavior, breeding and feeding studies. Interpretive exhibits could be

used to demonstrate how perch populations are managed for both

commercial and recreational interests.

An aquarium located downtown on the Fox River could rejuvenate Green

Bay's waterfront and help downtown revitalization efforts. People are

fascinated by water, and they will actually seek out access to water and

to those facilities that orient themselves to it. It is in the

attraction of large numbers of people to waterfront areas that other

goals, such as Central Business District revitalization, can be achieved

(Green Bay Comprehensive Waterfront Plan, 1984).

A public aquarium would benefit Green Bay by increasing awareness of

water among area residents, provide much-needed access to the

waterfront, spur economic development, help revitalize City Centre,

boost tourism, and perhaps just as important, serve to increase civic

pride.

12

THE HEED FOR AN AQUARIUM IN STEVENS POINT

A public aquarium in Stevens Point would draw attention to and interpret

an outstanding water resource, the Wisconsin River. It would enhance

fisheries and water resource programs within the College of Natural

Resources at OW-Stevens Point. And it would boost tourism and

convention activity by becoming the area's leading tourist attraction.

The concept of a public aquarium, though not specifically mentioned,

fits the overall development strategies outlined for the Stevens Point

area in three recent planning documents. The Portage County

Comprehensive Outdoor Recreation Plan (PCCOR) establishes future

guidelines for Portage County parks and recreation areas (Portage County

Planning Department, 1985). A public aquarium would compliment nine of

twelve objectives listed in PCCOR under three main goals-protection,

development, and utilization. Objectives compatible with a public

aquarium are asterisked:

Protection

*1. To acquire lands to protect water, land, forest, and wildlife

resources and to ensure accessible open space and recreation

opportunities.

*2. To expand efforts to protect and conserve those resources that have

special scenic, historic, scientific, educational, or other value

to outdoor recreation experiences.

*3. To protect endangered native plant and animal species for their

social and ecological values.

*4. To protect land, water and air resources from physical degradation

and destruction to the fullest possible extent.

Development

*1. To encourage public and private lands and waters to provide

productive systems for outdoor recreation opportunities and

experiences for present and future residents and visitors.

*2. To manage recreation programs and facilities for optimum

recreation, social, and economic benefit.

13

3. To encourage consideration of outdoor recreation values in the

management of private lands and waters.

*4. To encourage public participation and increase public understanding

of the processes by which outdoor recreation and natural resources

decisions are made and applied.

Utilization

*1. To provide recreation opportunities for all people on an equitable

basis, by recognizing special needs and programs.

*2. To encourage and coordinate multiple use of land and water areas

and facilities for recreational activities.

*3. To create programs and policies for the coordination of acquisition

and development efforts of all County agencies with those of other

public, semipublic, and private groups engaged in providing

facilities for outdoor recreation experiences.

4. To guide and assist recreational planning entities in the

development of outdoor recreation plans and programs at the state,

regional, and local levels.

The 1982 Stevens Point Riverfront Plan recommended future development

actions for Wisconsin River shoreline areas within the city (Portage

County Planning Department, 1983). A major recommendation was to find a

use for the vacant Pfiffner Building that is compatible with other

elements recommends in the Riverfront Plan. The Pfiffner Building is

discussed in detail in the Site Criteria section.

The diverse resources of the University of Wisconsin-Stevens Point make

a close university/public aquarium relationship desirable. UW-Stevens

Point's Biology Department maintains the second largest collection of

fish specimens in the state. The Federal Fisheries Research

Cooperative, Environmental Task Force (water testing), Groundwater

Center, and American Fisheries Society student chapter are located on

campus. The new Ichthyology Laboratory features wet and dry labs,

computer center analysis, scope and radiograph rooms and an artificial

stream laboratory.

14

One-fourth of all university students are enrolled in the College of

Natural Resources (CNR). The CNR offers six disciplines: wildlife,

forestry, soil, paper science, resource management and water resources.

A public aquarium would be especially useful to undergraduate and

graduate students and faculty in the wildlife, resource management and

water resource disciplines.

Hands-on training, experience and research opportunities would enhance

classroom instruction in fisheries methods, fish culture, captive

wildlife management, aquatic insects, water analysis, naturalist

training, environmental education and interpretation, herpetology,

aquatic invertebrate zoology and other natural resource coursework.

Students in business administration, marketing, psychology (visitor

studies), art and chemistry could also gain practical experience at the

aquarium.

The small tourism sector of the local economy is an economic development

problem in Portage County (Portage County Economic Development Advisory

Committee, 1984). An aquarium would draw 15 to 27 thousand tourists to

the area (Table 22). Potential aquarium visitors are vacationers and

travelers driving east-west via State Highway 10 or north-south via

State Highway 51. A public aquarium combined with the new Conservation

Hall of Fame at the Schmeekle Reserve would help convince travelers to

stop in Stevens Point.

THE NEED FOR AH AQUARIUM IM OSHKOSH

The resources of the Winnebago system form the basis for much of the

region's economy and quality of life (Wisconsin DNR, 1988). This

assertion is backed by the following statistics associated with the

area's water resources.

15

* Winnebago County has more water and access to it than any other

Wisconsin county.

+ 169,751 acres of surface water (36% of county)

+ 117 miles of rivers and streams

+ 40,000 feet of river frontage and nearly an equal amount of lake

frontage in Oshkosh alone

* The Winnebago Pool comprises 17% of the state's inland lake area.

+ Lake Winnebago (138,000 acres)

+ Butte des Marts (4,500 acres)

+ Winneconne (1,500 acres)

+ Poygan (10,000 acres)

+ 25,000 acres of wetlands

+ 88 miles of Lake Winnebago shoreline

* Oshkosh residents use 6 million gallons of water from Lake Winnebago

daily.

* 13 million gallons of waste water flow into the water treatment plant

each day.

* 111,445 anglers bought fishing licenses in the four counties

surrounding Lake Winnebago in 1986.

* Annual Sturgeon fishing provides over $750,000 to the local economy

each year.

* Wisconsin DNR estimates the economic value of the Winnebago Pool

Fishery between 12 to 63 million dollars, annually.

* East Central Planning Agency estimates the economic value of boating

activity in the Winnebago Pool at 72 million dollars, annually.

16

In view of this tremendous impact on human affairs, proper use and

protection of Winnebago System resources become critical to the area's

long-term economic health and quality of life. Oshkosh area residents

need to understand the role of water in their daily lives, develop a

sense of responsibility to area waters, learn to evaluate problems,

opportunities, and events, and become involved in issues that affect the

Winnebago system.

An important objective of the Winnebago Management Plan is to improve

public awareness of the resource, use concerns and management of the

Winnebago System. This objective would be achieved in part by

implementing a Winnebago Ecosystem Education Program, coordinated with

Project Wild, to bring the local experience of the Winnebago resources

into the school systems of the region. The proposed aquarium,

showcasing the region's living resources and a full array of aquatic

education facilities would serve as an exceptional site for this

program.

The proposed aquarium would benefit both the environment and local

economy. Significant benefits to the local economy will result from

aquarium construction and ongoing operations. Construction will require

the purchase of local labor and materials. On- and off-site visitor

spending will bring outside money into the community. Visitor spending

inside the aquarium includes admission, food and gift sales. Off-site

expenditures on lodging, food, retail goods, gasoline, etc. will further

benefit the community.

The proposed Marine Science Museum in Charlotte, South Carolina is

similar in size and scope (22,000 to 30,000 square feet, 200,000

visitors) to the Oshkosh facility. The South Carolina project is

projected to have a $16 million to $25 million annual economic impact on

the state and create 20 to 30 new jobs.

David Hills, director of the successful Mount Desert Oceanarium in

Maine, grew up in Wisconsin and is familiar with Oshkosh and Lake

Winnebago. He recently commented on the proposed facility, "It's a

natural! Everything's in place. Neat and orderly."

17

According to the director of a Wisconsin fisheries research laboratory,

"A public aquarium in Wisconsin ls long overdue. Oshkosh seems a

natural location."

The aquarium concept compliments and enhances the projected tourist

image of Oshkosh-On The Water. In fact, excerpts from the front and

back panels of an attractive promotional booklet prepared by the

Convention and Visitor Bureau could easily pass as aquarium advertising:

Oshkosh-On The Water

Wisconsin's Water Wonderland

When you're in Oshkosh, you're in the heart

of Wlnnebagoland, surrounded by four lakes and

the Fox River.

Come on in, the water's fine!

CHAPTER II AQUARIUM INFORMATION

OVERVIEW OF MAJOR NORTH AMERICAN AQUARIUMS

The following summaries of major public aquariums are based on

information provided by aquarium personnel, Economic Research

Associates, Inc. and the City of Milwaukee Department of Development.

Data is summarized in Tables 1-3 at the end of this section.

Monterey Bay AquarlUII

Monterey Bay, California

Four marine biologists at Stanford University first proposed the

Monterey Bay Aquarium in 1977. The Monterey Bay Aquarium Foundation

formed in 1978 to pursue the project. Ground was broken in 1980, and

the grand opening followed four years later on October 20, 1984. The

aquarium stands on the former site of the largest cannery on Cannery

Row. The aquarium's architecture preserves the historic flavor of

Cannery Row.

Twenty three major indoor and outdoor exhibits focus on the diverse

habitats of Monterey Bay (Figure 1). The three main tanks are the Kelp

Forest, 335,000 gallons; Monterey Bay Habitats, 326,000 gallons; and Sea

Otters, 55,000 gallons. Over 6,500 specimens represent 525 species of

fish, birds, mammals, invertebrates and plants found in Monterey Bay.

The aquarium is self-supporting. Revenues exceeded operating expenses

each year since 1985. The aquarium made a $7.5 million profit in 1986.

The aquarium's success eliminated the need to charge schools fees for

programs, enabling 100,000 children to visit in 1986. Attendance has

passed projections by far, 2.3 million visitors in 1985 and 1.7 million

in 1986. The aquarium is open every day except Christmas.

18

19

Figure I. Monterey Bay Aquarfu• Floor Plan

National Aquarium

Baltimore, Maryland

20

The National Aquarium in Baltimore began in the mid-1970 1s when the

mayor and former Commissioner of Community Development conceived the

aquarium idea as a vital component in the redevelopment of the city's

Inner Harbor. Baltimore residents passed a bond issue in a referendum

in 1976. Ground breaking took place on Pier 3 in the Inner Harbor in

1978 and the aquarium opened three years later in 1981.

The aquarium is run by a nonprofit corporation, the National Aquarium in

Baltimore, Inc. It consists of a 21-member volunteer Board of

Governors, a larger advisory board and 130 full-time paid aquarium

staff. Under an agreement with the City of Baltimore the corporation is

to remain totally self-supporting. The operating budget is funded

entirely with revenues from admissions, memberships, donations, grants

and food and gift sales.

Over 4,000 marine and freshwater animals live in the following exhibit

galleries: the Marine Mammal Tray, Outdoor Seal Pool, Maryland:

Mountains to the Sea, Surviving Through Adaptations, North Atlantic to

the Pacific, South American Rainforest, Atlantic Coral Reef and the Open

Ocean Tank (Figure 2).

The National Aquarium is Maryland's top paid attraction averaging 1.5

million visitors a year. Three out of four visitors are from

out-of-state. More than 100,000 school children and teachers attend

education programs annually. Over 1,300 volunteers take aquarium

outreach programs into hospitals, senior centers and schools.

21

Figure 2. Rational Aquarium Floor Plan

New England Aquarium

Boston, Massachusetts

22

The New England Aquarium is located on Central Wharf in Boston Harbor.

The 77,000 square foot aquarium opened in 1969 at a cost of $6.4

million. It is owned and operated by the New England Aquarium

Corporation. The aquarium is independent of direct public subsidies and

does not have an endowment.

A three-story, cylindrical, 200,000 gallon Caribbean Coral Reef tank

dominates the center of the building (Figure 3). Visitors view marine

fishes through windows along a spiral stairway circling the tank from

top to bottom. Dolphins and sea lions perform in Discovery, a 100,000

gallon floating amphitheater.

The 1985 operating budget was supported by revenues of almost $7 million

for an operating loss of $169,442. Total attendance went over one

million visitors for the first time in 1985. Annual attendance has

dipped below 900,000 only once since 1979. The aquarium is open every

day except major holidays.

Vancouver Aquariua

Vancouver, British Columbia

The Vancouver Public Aquarium is located in Stanley Park in the city's

center. The aquarium is owned by the City of Vancouver and operated by

a nonprofit, self-supporting society.

The Vancouver Aquarium (77,569 square feet) is the same size as the New

England Aquarium. More than 8,000 aquatic animal are exhibited in four

theme areas: British Columbia, Tropical, Amazon, and Marine Mammals.

Whales and dolphins perform in daily shows.

The aquarium operates at break-even or shows a modest profit. Profits

totalled $41,029 in 1985. Attendance peaked in 1986 at 879,235

visitors, the year Expo 186 was held in Vancouver. Attendance ranged

between 600,000 and 700,000 visitors from 1983 through 1985.

23

Figure 3. New England Aquarium Floor Plan

\ New England Aquarium

1 Special Exhibit 2 Temperate Marine Gallery 3 Freshwater "Edge of the Sea" / Tidepool 4 Northern Waters of the World / Harrington Gallery

5 Top of the Giant Ocean Tank /®stairs 6 Tropical Marine Gallery

. 7 Discovery / Marine Mammal Show

Mystic Marinelife Aquarium

Mystic, Connecticut

24

The Mystic Marinelife Aquarium is located near Mystic Seaport,

Connecticut in southern New England, an established tourist area. A

division of the nonprofit corporation, Sea Research Foundation, Inc.

owns and operates the aquarium.

Over 2,000 fish and other aquatic animals live in 30 indoor exhibits

arranged along walls. A large indoor pool houses performing sea lions

and dolphins. Walruses, elephant seals, sea lions and other marine

mammals live in landscaped outdoor exhibits.

In fiscal year 1985-1986 Mystic Aquarium profits totalled over $0.5

million. Almost 700,000 people enter the 57,000 square foot facility

each year. The aquarium is open year round and closed Thanksgiving,

Christmas and New Year's Day.

Steinhart AquariWI

San Francisco, California

The Steinhart Aquarium of the California Academy of Sciences is located

in Golden Gate Park. The California Academy of Sciences also includes a

planetarium and natural history museum. The aquarium opened in 1923.

Steinhart Aquarium is best known for the "Fish Roundabout", a 100,000

gallon, doughnut-shaped tank that allows visitors to walk inside. Other

exhibits are fresh water and marine fish, marine mammals, a tide pool,

reptiles and amphibians.

Operating revenues totalled $7,917,877 and expenses $7,860,755 in fiscal

year 1985-1986 for a surplus of $57,122. Attendance has ranged between

1.3 to 1.5 million visitors since 1981. School groups and children

under six are admitted free.

The Seattle AquariUll

Seattle, Washington

25

The Seattle Aquarium is located on Pier 59 in downtown Seattle. The

Pier 59 complex also includes a maritime museum and Omnimax Theater.

The City Parks and Recreation Department owns and operates the Seattle

Aquarium.

The Aquarium exhibits over 6,000 aquatic animals. The aquatic life of

Puget Sound is the central exhibit theme. A salmon ladder winding

around the building allows visitors to watch the annual salmon run. In

an underwater room of glass, visitors view fish in a 400,000 gallon tank

built over Elliot Bay.

26

Table 1. General Characteristics of Major North American Aquariums

Bldg. Site Name of !Owner/ Year Cost to Area- Area- !Member-Aquarium !Operator BuUt Build Sq.Ft. Acres !ships

Monterey Bay I Non-Profit 1980- $50 M 1177 ,ooo 2.2 28,600 Aquarium I Foundation/ 1984 I

!Same

National I City/ 1978- $21.3 M 1115,000 3-7 20,000 Aquarium I Non-profit 1981 I

I Organization

New England IN.E. Aquarium 1969 $6.4 M 77,800 1.85 8,500 Aquarium !Corporation/

!Board of Trustees

Vancouver I City/Society NA NA 77,569 2.0 11,000 Aquarium I

I Seattle !City/City , I 1971- $5.4- 66,822 3-73 I 2,800 Aquarium I I 1977 $5.7 M I

I I Mystic Marine-lSea Research 1973 $10 M 57,229 19.5 10,000

Life Aquarium I Foundation/Same

Steinhart I Calif. Academy I 1923 NA 42,800 21,000 Aquarium lof Sciences/Same

From: City of Milwaukee Department of Development and Economic

Research Associates, Inc.

27

Table 2. Operating Characteristics of Major Horth American Aquariums

Admission Fees I Hours of

!Attendance (1985)1 Children (C) I Operation Aquarium Total/Paid I Adult or Youth (Y) !Summer/Winter

Monterey Bay 2,227,005/

Aquarium 1,994,487

National Aquarium! 1,335,640/ in Baltimore 1,195,936

New England 1,114,246/

Aquarium 887,150

Vancouver Public 652,182/

Aquarium 498,057

Seattle Aquarium 524,554/

520,000

Mystic Marinelifel 663,474/

Aquarium I NA

Shedd Aquarium 899,968/

New York

Aquarium

Montreal

Aquarium

Steinhart Aquarium

581,848

606,542/

589,974

274,579/

80,939

1,324,955/ NA

$7 $3 (C)

$5.75 $3 (C)

$5 $3 (C)

I $3.77 $1.98 (C) I ($U.S.) I

I I I $3.25 $1.50 (Y)

I

I $5.75 $2.75 (Y)

I

$2.00 $1.00 (C)

I $3.75 I $1.50 (C)

I I

I $1.43 I $ .72 (Y)

I ($U.S.) I I I

$3 $1.50 (Y)

From: Economic Research Associates, Inc.

10am-6pm/

10am-6pm

9am-5pm/ 10am-5pm

9am-6pm/

9am-5pm

9:30am-9pm/

10am-5pm

10am-8pm/

10am-5pm

9am-7:30pm/ 9am-6pm

9am-5pm/

10am-4pm

10am-6pm/

10am-5pm

10am-5pm/

10am-5pm

10am-7:30pm/

10am-5pm

28

Table 3- Financial Performances for Select Major North American Aquariums

Operating

Aquarium Attendance Revenue Expenses Surplus (Loss)

Monterey Bay 1,706,457 I $17, 103,000 I $9,687,000 $7,416,000 Aquarium (1986) I I

National Aquarium 1,392,767 I$ 8,506,491 I $8,506,491 $0

in Baltimore I I (Fiscal year 1985-86)

I New England I 1,114,246 1$ 6,995,0011 $7,164,443 ($169,442)

Aquarium (1985) I I

Vancouver Public 652, 182 1$C2,820,4061 $C2,779,377 $C41,029 Aquarium (1985) I (Canadian dollars)

I Mystic Marinelife 682,786 1$ 3,907,9451 $ 3,368,876 $539,069 Aquarium (Fiscal I year 1985-1986)

Steinhart 1,463,689 1$ 7,917,8771 $ 7,860,8761 $ 57, 122

Aquarium (1985) I I I

From: Economic Research Associates, Inc.

OVERVIEW OF SMALL AND MEDIUM-SIZED UNITED STATES AQUARIUMS

The following information is based on conversations with directors of

small (less than 5,000 square feet) and medium-sized (less than 25,000

square feet) United States aquariums. There are few public aquariums in

this size range in the United States. The Niagara Falls, Ak Sar Ben,

and Key West Aquariums are close to the proposed aquariums described in

this study in terms of size and scope of operations. Data is summarized

in Tables 4-6.

Aquarium of Niagara Falls

Niagara Falls, Hew York

29

Calvin Smith, inventor of synthetic seawater, built the Aquarium of

Niagara Falls in 1965. He built a sister aquarium, Mystic Marinelife

Aquarium in Mystic, Connecticut in 1973. Both private operations were

turned over to the nonprofit Sea Research Foundation, Inc. in 1977. The

Niagara Falls location was chosen primarily for economic reasons, to tap

the area's large tourist market.

The three-story aquarium building houses 30 exhibits containing 200,000

gallons of freshwater and synthetic seawater. There is an increasing

exhibit emphasis on the eastern Great Lakes region and the Niagara

River. Three-fourths of interior space is developed for public use.

The building's size in terms of square feet is not known.

The 1987 operating budget of $9ij6,000 was met through admission

revenues, memberships, grants, donations and auxiliary operations.

Gross revenue from gift and food sales totalled $170,000 and 1,000

memberships added $30,000. The aquarium is self-supporting with earned

revenues equal to operating expenses.

Total annual attendance ranges from 175,000 to 210,000 visitors. In

1987 paid attendance was 170,000. Summer tourists, residents of

Buffalo, New York and local residents form the aquarium's market. About

ij5,ooo students participated in education programs last year; 29,000

students in on-site programs and 16,000 students in community outreach

programs.

The aquarium is open year round. Admission fees are $ij.95 for adults,

$3.95 for children over five years, and $3.25 for seniors. Group rates

are reduced.

Al Clifton, aquarium director, stated the aquarium is performing well

financially despite stiff competition and a poor economy. The

Marineland theme park across the river in Niagara, Ontario is in its

30

fourth year of operation and is just a ten-minute drive away.

Marineland's annual advertising budget is $5 million. The economy of

Niagara County is in decline and as a result, corporate contributions to

local cultural attractions are down. Niagara County is ranked in the

bottom three of 52 New York counties in the level of cultural

contributions. Still, the aquarium's program ls expanding.

When asked to comment on the economic future of a proposed Wisconsin

aquarium, Mr. Clifton had few qualms, saying, "If we can do it here, it

can be done just about anywhere."

Ak Sar Ben AquariUII

Gretna, .Nebraska

AK Sar Ben (Nebraska spelled backwards) Aquarium was built in 1979 for

$1 million. It ls located by the Platte River in the Schramm State Park

Recreation Area. AK Sar Ben is nine miles south of Gretna, Nebraska

(pop. 1,609) and six miles south of Interstate 80. Dirt roads leading

to the Recreation Area were paved five years ago. The Director of

Nebraska's Game and Parks Commission conceived the idea for a public

aquarium and was involved in seeing it to completion. The Game and

Parks Commission operates the aquarium.

Various Nebraska fish species are displayed in 12 fish tanks arranged in

circular fashion, designed so only one tank is visible at a time (Figure

4). The largest tank holds 1,450 gallons and the others vary from 480

to 580 gallons. Native reptiles and amphibians are displayed in a

terrarium. The World Herald auditorium seats 100 people. The World

Herald (Omaha's largest newspaper) Foundation underwrote the

auditoriums' cost for $60,000.

In 1987 operating expenses totalled $150,000. Earned revenues from

admissions and gift shop netted $88,000 for an operating loss of

$62,000. State monies from the general fund covered the balance. The

aquarium's financial performance was not a concern in early years.

Admission was free until 1985 and the small gift shop was added that

same year. There are no concessions or indoor eating areas.

31

Annual attendance ranges from 100,000 to 125,000 visitors. The aquarium

draws from Omaha, Nebraska (pop. 310,000) 23 miles northeast and

Lincoln, Nebraska (pop. 170,000) 40 miles southeast of the attraction.

Adult admission is $1, $0.50 for children 6 to 15 years, and seniors and

school groups are free. Attendance did not drop off after admission

fees were established. Bill Feit, aquarium director, feels admissions

keep potential vandals from entering.

Ak Sar Ben is open year round and closed major holidays. Hours from May

15 through September 15 are 10 a.m. to 5 p.m. weekdays and 10 a.m. to 7

p.m. Saturday and Sunday. From September 16 through May 14, hours are

10 a.m. to 4:30 p.m ••

Key Vest AquariU11

Key Vest, Florida

The Key West Aquarium, at the tip of the Florida Keys, was built with

funds from the Works Project Administration in 1934. It was one of

several projects developed to increase tourism in the Florida Keys. The

aquarium is owned by the City of Key West but is privately operated.

The one-story, 15,000 square foot building contains exhibits emphasizing

wildlife native to the Florida Keys. A large 50,000 gallon tank

displays local game fish. Outside exhibits include a mangrove

environment, turtle pens, and shark exhibits.

The aquarium's 1987 operating budget was $333,000. Major expenditures

were a $87,500 payroll, and a $52,000 advertising budget including

$42,000 for renting three billboards. Gross revenues from admissions

and gift sales totalled $500,000. As specified in the lease agreement,

10% of gross revenues were returned to the city. This figure is

included in the operating budget. Net operating profits in 1987

exceeded $150,000.

Key West Aquarium drew 100,000 visitors in 1987. Annual attendance is

consistently near this level. The tourist/resident visitor mix is

32

Figure JJ. Ak Sar Ben Aquarlu• Floor Plan

Floor Plan Ak-Sar-Ben Aquarium

H•tut•I H11;1ory .". /:-... ___ r

33

80/20. According to the Key West Chamber of Commerce 1.5 million

tourists visited Key West in 1987, making the tourist capture rate 5%.

The aquarium penetrates 80% of its primary resident market, Key West

(pop. 25,000). Hometown residents pay one admission and enter free the

rest of the year.

Mount Desert Oceanarium

Southwest Harbor, Maine

Mount Desert Oceanarium is located in the community of Southwest Harbor

(pop. 960) on Mount Desert Island off the coast of Maine. Acadia

National Park occupies about one-half of Mount Desert Island's land

mass. David Mills, the aquarium's owner and director, is a former

Episcopalian priest from Cincinatti who moved his family to Maine and

opened the aquarium in 1972.

Mount Desert Oceanarium is housed in a former hardware store building.

Exhibits occupy one floor, about 2,000 square feet, in the three-story

building. Offices, storage and food preparation areas are located on

other floors. Exhibits interpret the marine life of the Gulf of Maine.

Attendance and financial figures were not available. The aquarium draws

heavily from the 3.5 million tourists visiting Acadia National Park each

season. The education program is an integral part of the aquarium.

The aquarium typically nets a small profit or breaks even. D. Mills is

able to pay staff salaries, local and state taxes and recently has paid

off the mortgage.

Mount Desert Oceanarium is open May 20 through mid-October, coincidental

with the tourist season. It is open major holidays and is closed

Sundays. Admission prices are $3.50 adults and seniors, and $2 for

children 4 to 12 years.

J.L. Scott Center for Marine Education

Biloxi, Mississippi

The J.L. Scott Center for Marine Education operates as a branch of the

Gulf Coast Research Laboratory, a state agency. The Center was

developed as an environmental education center. It was built in 1971

with $125,000 appropriated by the state legislature following a bill

introduced by the local state representative. The Center opened in

1972.

The 2,000 square foot building features 26 exhibits set into five

alcoves or theme areas: freshwater, saltwater, shallow water, barrier

islands, and the Gulf of Mexico. A large central tank holds 42,000

gallons. Off-exhibit areas include three offices, kitchen, and a small

theater.

Most of the $125,000 operating budget was met with admission revenue and

$30,000 in food and gift sales. The Center typically operates at a

slight loss or break even.

Attendance exceeded 65,000 in 1987 despite being closed part of the year

for repairs. A hurricane closed the aquarium for six weeks in fiscal

year 1986. The 1988 attendance is projected at 125,000 visitors. About

30% of visitors are out-of-state tourists attracted to the area by a

26-mile beach and 12 golf courses. Half of the visitors are students.

The aquarium is normally open year round. Admission prices are $2

adults, $1 children and seniors, and school groups are charged $0.50 per

student.

35

Table IJ. General Characteristics of Small- and Medium-Sized United

States Aquariums

I Site

Name of Owner/ Year Cost to Bldg. I Area Annual

Aguarium 0Eerator Built I Build !Area (SF)l(Acres)IAttendance

I I I I Aquarium of !Sea 1965 I NA NA I 4. 2 170,000

Niagara FallslResearch I I I Foundation

Mount Desert !Private 1972 NA 1,920 NA NA

Oceanarium I Individual

Key West I City/ 1934 NA 15,000 NA 100,000

Aquarium I Corporation

J.L. Scott !Gulf Coast 1971 125,000 2,000 27 65,000+

Marine Educ. I Research

Center !Laboratory

I Ak Sar Ben I Nebraska 1979 11,000,0001 12,000 331 125,000

Aquarium IGame & Parks! I I

I Commission I

36

Table 5. Operating Characteristics of Small- and Medium-Sized United

States Aquariums

Aquarium of

Niagara Falls

Ak Sar Ben

Aquarium

Key West

Aquarium

Mount Desert

Oceanarium

J.L. Scott

Center for

Marine Education

Attendance

170,000 (paid)

125,000

100,000

NA

125,000

(projected 1988)

Admission Fees

Adult Children

I $4.95 I $3.95

I I

$1 $ .25

residents pay one

admission & enter

free rest of year.

$3.50 $2

$2 $1

year round

year round

year round

May-October

year round

Table 6. 1987 Financial Performances For Small- and Medium-Sized

United States Aquariua.s

Attendance Revenues Expenses Operating Surplus

Aquarium of 170,000 $946,000 $946,000 $0

Niagara Falls

Ak Sar Ben 125,000 $88,000 $155,000 ($62,000)

Aquarium

Key West 100,000 $500,000 $333,000 $167,000

Aquarium

CHAPTER III PROGRAM PLAN

PROGRAM SUMMARY

In a broad sense the term "program" describes everything that happens at

public facilities. Activities ranging from building maintenance to the

quality of exhibits and education offerings define the program. How the

public perceives an attraction, i.e., its image, is therefore determined

by its program. To help the reader visualize the program for a

Wisconsin aquarium, descriptions of the function and different use areas

are given.

VISITOR SERVICF.S

Entrance Area

Lobby

Orientation

Ticketing/Information

Public Restrooms

Coatroom

USE AREA

Visitor Services

Education

Administration

Research

Building Services

Exhibit Support

Exhibits

37

Other Services

Food Stands

Formal Restaurant

38

The entrance area acquaints guests with the aquarium's purpose, program,

exhibit galleries, special exhibitions and events and visitor services.

The entrance sets the desired mood and invites guests to explore

exhibits and other public areas.

Exhibit galleries, gift store and the auditorium will be accessible from

the entrance area. Tickets will be sold and brochures distributed near

the exhibits entrance. A dynamic orientation film, similar to ones used

at Brookfield Zoo and Milwaukee County Zoo, entertains first-time

visitors in the auditorium. A fine piece of sculpture with running

water located outside the facility, attracts attention to the entrance

area. Fish and wildlife prints, posters, postcards, film, books and

other souvenirs are sold in the gift shop.

Fast food and formal dining generate additional revenue. A fast food

area would be located indoors or as an outdoor cafe. The formal

restaurant should be open to nonaquarium visitors and double as a small

banquet hall. A seafood menu, underwater views into fish aquariums and

views through windows into outdoor aquatic bird and mammal exhibits

offer guests a unique dining experience.

EDUCATION FACILITIES

Auditorium

Classrooms

Outreach Programs

Education facilities will emphasize interactive, hands-on learning

experiences for students of all ages. Classrooms will house aquariums

(possibly underwater viewing into exhibit gallery tanks), wet tables,

compound and stereo microscopes, library resources, fish mounts, art

supplies, charts, maps, computers and word processors, photography and

audiovisual equipment. These materials enable direct involvement with a

full range of aquatic education activities, e.g. Aquatic Wild.

I I 39

A freshwater stream model filled with aquatic life and running through

the classroom (perhaps connected to the exhibit gallery) provides

organisms for study and enhances an exciting learning environment.

First-time aquarium guests view the orientation film on large screens in

the auditorium. Public programs, lectures, musical performances,

receptions and community meetings are held also in this hall.

Outreach programs are valuable educational and marketing tools.

Aquarium programs are delivered to people in the community, outlying

areas and around the state who may not frequently visit the aquarium.

An AquarlVan, complete with aquatic life and support systems,

interpretive displays and aquatic-related materials, sets up at schools,

shopping malls, tourist areas, nursing homes and other high density

sites. Participants are encouraged to visit the aquarium or buy

memberships. When not on the road, the AquarlVan parks on site and ls

used by aquarium visitors.

ADMINISTRATION

Administrative Offices

Conference Room

Staff Library

Public Library

Volunteer Services

Personnel requiring office space are the director, secretary, assistant

director, development director, membership and marketing specialist,

volunteer coordinator, and curators of education, animal husbandry and

exhibits.

The staff library ls shelved in the conference room or one of the

administrative offices. A public or "Angler's Library" would stock

sportsmen's periodicals, how-to fishing videos, books, fact sheets, maps

and artwork that could be checked out and returned. A quiet area with

tables and comfortable chairs would allow anglers to relax and immerse

themselves in the latest fishing literature.

RESEARCH

Research Equipment

Storage

Work Area

40

Water resource, fisheries and university personnel and aquarium staff

use aquariums for fisheries, water analysis, animal behavior or visitor

research. Equipment is purchased through grants or supplied by the

participating research agency. Researchers will be encouraged to apply

their results to aquarium operations or share results at public

programs.

BUILDING SERVICES

Mechanical/Electrical Support Rooms

Maintenance Storage/Supplies

General Storage

Receiving Area

Building Superintendent Office

Security Office

Custodial Staff Lockers/Showers

The Building Services Area should be located on the basement level.

Pumps, filters, and other mechanical support is stored below public

levels minimizing noise and vibration. The receiving area should be

near the live exhibits for easy transfer of exhibit animals and

materials.

EmIBIT SUPPORT MID PUBLIC CIRCULATION

Food Preparation and Storage

Animal Quarantine

Exhibits Workshop

Aquarium Prop Storage

41

Exhibit support areas are located adjacent to exhibits for easy service.

A viewing window and microphone system will allow visitors to see food

being prepared and ask staff about animal care procedures.

EXHIBITS

Organizational Themes

Exhibit Themes

Exhibit Scenarios

Special Exhibitions

ORGANIZATIONAL THEMES

Zoological facilities are often developed around an organizational

theme. An organizational theme protects zoos and aquarium from the

"menagerie effect", an unrelated scattering of buildings and exhibits.

Organizational themes provide:

1. Direction to planners designing the facility;

2. Direction to the staff of the facility for both short- and

long-range decisions;

3. A cohesive framework within which all subjects can be placed in

an understandable context for purposes of interpretation; and

4. A memorable image for visitors to the facility (Jones and Jones,

1979).

Zoos are designed around a variety of organizational themes including:

1. Taxonomic: groupings reflect the animals' taxonomic

relationships, e.g., small mammals, bear grottos, wolf woods,

feline houses, ungulate paddocks, etc.

2. Zoogeographic: designed around selected animals of the same

geographic origin. Animals are grouped into six continental

areas (African, Asian, South American, North American,

Australian and European).

42

3. Bioclamatic: analyzes world environments from an ecosystem

view. Major biomes include grasslands, temperate and tropical

forests, and deserts.

4. Behavioral: exhibits arranged according to activity or behavior

cycles of animals, e.g., nocturnal animal house (Curtis, 1982).

Selecting an organizational theme is not difficult. An organizational

theme needs to be flexible to allow the development of suitable exhibits

and sub-theme areas yet definitive enough to provide overall direction,

continuity, and cohesiveness. Examples of organizational themes for

aquariums are The Water Planet, Marine Life, Freshwater Life, The

Pacific Rim, and River of Life.

EXHIBIT THEMES

Exhibit themes, also called sub-themes, interpretive themes, or theme

areas are developed under the organizational theme. Selection of a

theme is critical in determining what to exclude from the exhibit (Jones

and Jones, 1979). Exhibit themes are often based on regional context

and on-site characteristics. For example, an aquarium in Green Bay

would likely have a Green Bay/Lake Michigan theme. An Oshkosh aquarium

would naturally have a Lake Winnebago Pool theme. A Stevens Point

facility would focus on the Wisconsin River watershed. The Mississippi

River and Northern Lakes are other possible Wisconsin exhibit themes.

Given the fact Wisconsin does not have a public aquarium, a Wisconsin

Aquarium could incorporate any or all of the above themes regardless of

its eventual location. By the same token, there is little reason to

limit aquarium exhibits to indigenous plants and animals or even

freshwater species. Aquatic life found in marine (saltwater)

environments is extremely diverse, has tremendous public appeal, and

when combined with freshwater life provides unlimited opportunities for

public education. Possible marine exhibit themes are The World's

Oceans, Sea Islands, Mediterranean Sea, and Barrier Reefs.

43

Exhibit themes can also be organized around habitat areas in and around

water, both fresh and saltwater. Aquatic habitat themes include

wetlands (further divided into marshes, swamps, estuaries, bogs,and

fens), shorelines, coastal beaches, cold and warm water streams, reefs

and ponds.

EXHIBIT SCENARIOS

The following scenarios introduce exhibit possibilities for the proposed

aquarium, illustrating a range of exhibit opportunities. The exhibit

examples are limited to aquatic animals but are not organized according

to specific themes. Exhibit planners and architects will be responsible

for designing specific aquarium exhibits. Aquarium exhibits should be

interpretive, i.e., involve the visitor and relate to something within

his/her personality or experience.

Visitor Photo Tank

Parents photograph their children standing behind a tank filled with

fish (child appears to be surrounded by fish).

Community Tank/Diver

This circular, 30 foot diameter tank will be 12 feet high and hold

approximately 50,000 thousand gallons of freshwater. Acrylic panels

from top to bottom and elevated platforms allow visitors to peer into

the depths from all angles and sides. A variety of Wisconsin fish

inhabit the community tank--trout, salmon, sunfish, perch, catfish,

bass, muskellunge, northern pike, walleye, garfish. An outstanding

feature of this exhibit will be a diver who enters the tank once or

twice daily. A two-way microphone and speaker system allows the diver

to deliver a short interpretive talk while hand feeding trophy-sized

bass and muskies.

44

Dissolve Units

A pushbutton activates an electronic dissolve unit that fades back and

forth illuminating the internal then external anatomy of a fish. The

single-circulation heart of a fish is compared with the double­

circulation human heart.

The One That Didn't Get Away-Record Fish

Large graphics list lengths and weights of state and world record hook­

and-line gamefish. Life-sized fiberglass models of the trophies hang

from the ceiling. A scale set into the floor allows visitors to compare

their weights with the record fish.

Turtle Exhibits

The size of a huge snapping turtle is contrasted with a tiny hatchling

newly emerged from its egg. A cut-away view of a turtle nest and

interpretive graphics tell the story of turtle nesting biology-egg

incubation periods, nest predation, number of eggs. A backlit

radlograph or X-ray shows the arrangement of eggs within a female

turtle. Visitors are reminded that June ls "turtle toting time" as

females cross roads on their way to traditional nesting sites.

A variety of turtles bask on a log floating in a small outdoor pond.

Why ls a turtle's top shell dark-colored and bottom shell light?

Visitors quickly learn that dark colors absorb more heat by placing

their hands on rocks painted black and white. This exhibit reinforces

the concept of warm-blooded versus cold-blooded animals.

Touch Tanlc

Kids reach into a shallow pool to grasp and hold mussels, sea stars,

sand dollars, giant snails, and oysters and other sea creatures. Their

explorations are guided by volunteer docents who keep a watchful eye on

tank inhabitants.

45

It's A Small World--Invertebrate Pool

Visitors peer down at fairy shrimp, mayfly nymphs, caddisflies,

backswimmers and other small creatures. Floating magnifiers on the

water's surface enlarge the tiny bodies five times, revealing hidden

details undetectable to the naked eye.

Kids Play Area

Toddlers and preschoolers play with stuffed animals, crawl through

large, fiberglass snail shells and create imaginary animals on a felt

board. Carpeted seating gives tired parents a chance to catch their

breath.

Videos Show Natural Behavior

Video tapes can show natural behavior not often seen in captive animals

and will be used extensively throughout the aquarium to give guests "the

real picture." Footage of walleye spring spawning runs tells the life

cycle story of 100-mile journeys from Lake Winnebago to spawning marshes

along the Wolf River and the perilous three-day return of walleye fry to

the lake. Wetland conservation and the need for clean water are

emphasized.

Making A Haul

The story of Great Lakes commercial fishing, narrated by an "old salt,"

Fisherman Jack, is relived in this documentary film in the auditorium.

The film explains rapid technological changes in the fishing industry.

Food For Thought

Products of the commercial fishing industry are displayed. Processing,

price determination and marketing are explained graphic panels. School

field trips aboard commercial trawlers, to processing plants and to

retail and wholesale outlets provide insight into the workings of the

commercial fishing industry.

46

What Time Is It?

The influence of past geologic events on the surface features and

landforms of Wisconsin are simulated on film. The Pre-Cambrian era

(mountain-building and erosion) through the Pleistocene Ice Age and

post-glacial developments, e.g., formation of inland lakes, wetlands and

Great Lakes basins are discussed by a Native American narrator.

Prehistoric Wisconsin Animals

Life-sized models of prehistoric Wisconsin animals, e.g., mammoths,

giant beaver, are displayed adjacent to outdoor exhibits housing live

Wisconsin mammals. Kids rub a fossil onto paper using a brass rubbing

and identify it at the fossil display.

Life's A Beach

Lake Michigan shoreline dynamics are demonstrated by a wave action

machine that creates small waves to show sand movement. Water levels

are mechanically controlled to demonstrate high and low water levels.

Visitors walk on a small section of beach and children search for shells

and fossils buried in the sand earlier in the day.

Fish Adaptations

Interesting adaptations of fresh and saltwater species are shown in

small- and medium-sized tanks.

Camouflage

Orientation

Schooling

Protective Resemblance (mimicry)

Coloration

Poisonous Fish

Growth

Sense Organs

Locomotion

Body Structures

Anatomical Oddities

Parasites

47

Now You See It ••• Camouflage

Flounders, called flatfishes, lie flat on the ocean floor taking on the

color of the substrate in order to avoid being eaten. Visitors watch

the flatfishes quickly change color after turning a wheel that controls

interchangeable, fiberglass bottom panels of varying colors.

Orientation

Fish position their body in the water in response to current flow and

the position of underwater structures like plants, branches and rocks.

Visitors turn vertical underwater bars in the exhibit and watch as the

fish align their bodies in relation to the position of the bars.

Something Smells Fishy-Olfaction

Demonstrates how fish use their sense of smell to locate food. The

nares of catfish are plugged and control catfish with unplugged nares

are fed at the same time. Visitors watch the control catfish quickly

find and eat their food, the plugged catfish cannot. Graphics explain

the role of olfaction in catfish social life (the odor of its slime

identifies an individual). Visitors peer through peepholes at fish

models of sharks and morays, animals that locate their food by smell.

True Grit

Visitors learn about sands from around the world by feeling and

comparing textures, learning the origin of sand (animal-mineral), and

viewing grains through microscopes.

Interpretive Areas/Mini-Theaters

Small interpretive areas will be designed into exhibit galleries

allowing docents or staff to reinforce exhibit concepts. For example,

an interpreter with a live snake discusses the valuable role of reptiles

in nature and dispels common misconceptions.

48

SPECIAL EXHIBITIONS

Providing a sense of change is one key to attracting new and repeat

visitors. Art and science museums and more recently, public aquariums

have used special exhibits to provide this sense of change. Special

exhibits, also called temporary, travelling, or "blockbuster" exhibits,

boost attendance, generate publicity, and increase revenues through

admission, gift, and food sales. Special exhibits investigate

particular subjects in greater depth than is possible with traditional

exhibits.

The New England Aquarium has offered special exhibits for eight

consecutive years beginning in 1980, delving into diverse subjects such

as sunken treasure "Treasures of Conception," local aquatic habitat

"Reflections in a New England Pond," "Frogs and Toads," "Whales--New

England's Wandering Giants," and "Fish as Art--Reflections in an

Oriental Pool." A consortium of public aquariums has been developed for

easier development and sharing of "blockbuster" exhibits.

The results of these efforts has been that the New England Aquarium

has increased its attendance annually and with noted increases

corresponding to the actual opening of these exhibitions. Along

with the increased attendance is the increase in revenues from gift

shop and snack bar sales. Extensive publicity and advertising

campaigns have heightened public awareness of our programs. Our

local visitor is now returning more frequently and public opinion,

according to The Boston Globe, cites the New England Aquarium as the

best family outing in Boston-surpassing all other museums and the

Red Sox as well! (Lenox, 1985)

Special exhibits require a major monetary commitment ($30,000 to $40,000

for a three-month loan) and time commitment (1,000 to 1,500 staff

hours). Increased revenues and other benefits must be balanced

carefully against additional costs resulting from temporary exhibits.

One-fourth to one-third of total exhibit floor space should be reserved

for a special exhibits gallery in the proposed facility.

IV MARKET ANALYSIS

In an era of government spending cutbacks, fiscal belt tightening and

accountability, it is important that planned public attractions like

aquariums be neither too large or small in relation to market size and

community resources. If the aquarium is too small, it will fall short

of serving its potential audience. If it's too big, it will be unable

to keep up its operations and program. The physical size and fiscal

plan of the aquarium must be closely matched with the capability of the

community to support it (Jones, 1987).

Market analyses measure levels of community support for capital projects

or business ventures. The following are important factors in

determining community market strength for a public aquarium:

Resident market size

Tourist market size

Number of school-aged children in resident market

Drawing power of area attractions

Market size and ability to penetrate the market are critical factors in

estimating attendance at public attractions. Potential visitors fall

into two markets, the resident and tourist markets. The resident market

includes persons living in close proximity to the attraction, usually

100 miles or less. Persons in the resident market can easily travel to

and visit the attraction, and return home in a day.

The resident market is subdivided into primary, secondary and tertiary

markets by county, depending on travel distance from the attraction.

The primary market includes people living within about 25 miles of the

attraction. The secondary market is a band 25 to 50 miles away and the

tertiary market is approximately 50 to 100 miles distant.

49

50

Tourists are persons living outside the resident market area. Tourists

travel to communities and stay overnight in hotels, motels, campgrounds,

or friends' homes. Tourists include business people, conventioneers,

sight seers, friends, and relatives.

The number of school children age 5 to 14 years is an important

consideration in assessing aquarium market strength. School children

often account for 25-30% of total annual attendance at aquariums.

Visiting school groups help alleviate slack attendance in spring when

tourist visitation is generally low. School group fees can be an

important source of revenue.

GREEN BAY MARKET ANALYSIS

In order to determine market support for a public aquarium in Green Bay

characteristics of tourist and resident markets were analyzed. The

following information was obtained from the Green Bay Chamber of

Commerce, City Planning Department, and personnel at area tourist

attractions. The market analysis determines the size of resident and

tourist markets and evaluates the performance of area attractions in

order to project an annual attendance for a Green Bay aquarium.

GREEN BAY RESIDENT MARKET

An estimated 639,181 non-residents or tourists visited Green Bay during

July and August, 1986 (Gray et al, 1986). Of these, 43.3% (276,765)

lived within the 22-county Green Bay Area of Communication Influence or

ACI (Figure 5). An ACI is a market area reached by communication media

i.e., newspapers, radio, television, regional magazines, originating

from a certain city. This is the only available estimate for number of

tourists visiting Green Bay. By using the Green Bay ACI as our resident

market (it fits our resident market definition) the number of people in

the resident and tourist market can be determined.

51

Figure 5. Green Bay Area of Communication Influence

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52

Counties in the Green Bay resident market are divided into primary,

secondary, and tertiary markets based on travel distance from the

proposed aquarium.

Green Bay Resident Market

Resident Market Area

Primary Market

Secondary Market

Tertiary Market

County

Brown

Marinette, Oconto, Menominee,

Door, Outagamie, Calumet,

Winnebago, Kewaunee, Manitowoc

Florence, Waushara, Green Lake,

Fond du Lac, Menominee, Alger,

Delta, Dickinson, Luce,

Schoolcraft

Over one million people live in the Green Bay resident market area

(Table 7), providing a solid base of potential aquarium visitors. Brown

County's outstanding decade of growth is due in part to a strong economy

that produced many jobs.

53

Table 7. Green Bay Resident Market Size

Estimated Projected

1980 1987 1990 1,, Change

Market Population Population Population 1980-1990

Primary 175,280 188,850 193,222 101,,

Secondary 569,248 595,249 609,293 71,,

Tertiary 244,980 247,578 257,288 51,,

Total 989,508 1,031,677 1,059,803 71,,

The number of school-aged children is expected to drop 21,, in Brown

County between 1985 and 1990 (Table 8). Student numbers will increase

81,, in the secondary market and 61,, in the tertiary markets. The

projected overall increase between 1985 and 1990 is 51,, or 9,347 students.

Table 8. School-Aged Children (Ages 5-17) in Green Bay Resident Market

1985 1990 1,, Change

Estimate Projection 1985-1990

Primary 29,916 29,209 -21,,

Secondary 87,028 94,999 81,,

Tertiary 34,336 36,419 61,,

Total 151,280 160,627 51,,

54

GREEN BAY TOURIST MARKET

GREEN BAY AREA ATTRACTIONS

A survey of Green Bay area attractions was conducted to determine

attendance patterns and operating characteristics relevant to the

proposed aquarium market analysis. These attractions include:

Heritage Hill State Park

Green Bay Packers and Packer Hall of Fame

Rail America

River Queen

Neville Public Museum

Bay Beach Wildlife Sanctuary

Bay Beach Amusement Park

Brown County Reforestation Camp

Heritage Hill State Park

Heritage Hill State Park, a 40-acre living history museum, opened in

1977 and is owned by the Wisconsin DNR. The Heritage Hill Foundation, a

local nonprofit organization, raises all operating and development

funds. The grounds and 21 historic buildings interpret 233 years of

Green Bay and northeast Wisconsin history.

Over 200 Heritage Hill Guild members lend volunteer support in

interpretation, research, sales, publicity and other activities. The

Guild sponsors many of the special events held annually. Special events

are important to annual attendance. In 1986, Christmas Festival

attendance (11,083) accounted for 20% of total 1986 attendance.

55

Heritage Hill State Park Annual Attendance 1978-1987

1978 15,800

1979 45,095

1980 44,673

1981 66,638

1982 59,053

1983 61,890

1984 53,405

1985 50,405

1986 56,766

1987 62,000

Green Bay Packers

The Green Bay Packers play one exhibition and five regular season

football games at Lambeau Field yearly. Since the games are sold out

almost without exception (56,000 fans), approximately 335,000 fans watch

Packer games each year in Lambeau Field. The Packers have a notable

economic effect on the Green Bay area:

*Packer fans spend $665,000 per game; $215,000 in the stadium and

$450,000 in local businesses.

*Packer personnel spend $30 million dollars annually, one-third in

Brown County.

*The franchise and nonlocal fans bring $12 million of new income into

the community annually.

*Players, employees and the corporation pay $1.6 million in state and

local taxes and user fees annually.

*Total economic impact on the community is $35 million per year

(JHA/Applied Research Group, Inc., 1987).

Green Bay Packer Hall of Fame

The Packer Hall of Fame is the only sports history museum in the nation

dedicated to one professional team. It is located across from Lambeau

56

Field, next to the Expo Center. President Ford spoke at the ceremonial

opening in July, 1976. The Hall of Fame features hands-on, interactive

exhibits and includes a gift shop with Packer and Wisconsin-made

products.

Attendance has stabilized near 50,000 following highs in the second and

third full years of operation. Admission increased $0.50 for adults and

children in 1987.

Packer Hall of Fame Annual Attendance 1976-1987

1976* 47,000

1977 71,200

1978 70,400

1979 61,900

1980 54,300

1981 67,900

1982 58,600

1983 55,000

1984 49,500

1985 48,600

1986 53,300

1987 47,689

* Opened July, 1976

Rail America--The National Railroad Museum

The U.S. House of Representatives designated this museum the National

Railroad Museum in 1958. The National Railroad Museum, or Rail America,

exhibits 65 locomotives and cars. A 20-minute ride on an 1890's train

is included with admission. Costumed interpreters add realism and

meaning to the ride. Railroad memorabilia is sold in the gift shop and

the museum maintains a railroad archives.

According to a 1987 visitor survey over half of 800 respondents traveled

to Rail America from southern Wisconsin, primarily Milwaukee, via

57

Highway 141 and I-43. About 15% of the respondents lived in Brown

County.

Railroad museums in Union, Illinois and Mid-Continent Railroad Museum in

Baraboo, Wisconsin attract twice the visitors as Rail America, 54,000

and 52,00 in 1986, respectively. Unlike Rail America, both museums have

operating steam engines. The close proximity to Chicago, Milwaukee,

Madison, and Wisconsin Dells markets boosts attendance at these two

museums.

Although attendance data prior to 1986 are not available, Jerry Musich,

director, believes over 70,000 visitors entered in bicentennial 1976.

The Freedom Train and discount prices increased attendance in 1976.

Rail America attracted 18% more visitors in 1987 than 1986 though no

free days or discounts were offered.

The River Queen

Rail America Annual Attendance

1976 * 1982

1986

1987

* Estimate

70,000

20,000

24,000

28,000

The River Queen, a 150-passenger, authentic Mississippi paddlewheeler,

has cruised the Fox River since 1982. The boat departs twice dally May

through October from Dutchman's Landing Fun Park. Passengers choose

from five cruise packages ranging from narrated scenic cruises to a

Captain's Dinner with live music.

Passenger numbers peaked in the first years of operation and have since

leveled off, due primarily to lack of repeat local business. If the

River Queen were docked at the proposed aquarium both attractions would

benefit.

58

River Queen Annual Passengers

1983 40,000

1986 20,000

1987 20,000

Neville Public Museum

The Neville Public Museum is located on the west shore of the Fox River.

The new $5.5 million, three-story structure opened in April, 1983,

replacing the former museum in downtown Green Bay. Neville Museum

contains over 62,000 square feet of exhibit space divided among six

galleries.

The museum is a department of Brown County government and is governed by

the Museum Board of Directors. It is also influenced by the County

Board of Supervisors. The Neville Public Museum Corporation sponsors

exhibits and special events and raises additional funds.

Attendance has exceeded the projected attendance level (100,000) every

year since opening in 1983. The Wolves and Humans special exhibition

pushed attendance to over 150,000 in 1987. Museum officials expect

250,000 visitors at a 1989 special exhibition on dinosaurs, pushing

annual attendance over 300,000.

Neville Public MuseWI Annual Attendance 1983-1987

1983* 114,480

1984 117,787

1985 111,971

1986** 109,604

1987 157,421

* April-December

** Operating hours decreased 18%

59

Bay Beach Wildlife Sanctuary

The Wildlife Sanctuary, a 700-acre urban wildlife park on the city's

northeast side, began as a waterfowl refuge in 1935. Feeding the large

flocks of ducks and geese remains a favorite visitor activity. The

Wildlife Sanctuary is operated by the City Parks and Recreation

Department. Buildings and grounds have been greatly improved in recent

years. A 22,000 square foot Nature Center opened in September, 1985.

The Nature Center features a main exhibit floor, auditorium, hands-on

education rooms and a green house. Souvenirs are sold in the gift shop

and fast food is available in the cafe.

Located across a lagoon from the nature center, the waterfowl

observation building (old nature center) offers corn for waterfowl

feeding and comfortable indoor viewing of the resident waterfowl. An

outdoor display of native wildlife and three and a half miles of hiking

and ski trails are popular with visitors. Over half of the Sanctuary's

total acreage is designated as wildlife refuge and is off limits to

visitors.

Annual attendance jumped considerably and has increased each year since

the new Nature Center opened. Crossover visitors from Bay Beach

Amusement Park add to summer attendance. The Wildlife Sanctuary is open

year round with free admission.

Bay Beach Wildlife Sanctuary Annual Attendance 1979-1987

1982

1984

1985

1986

1987

379,725

538,336

1,007,240

1,117,885

1,000,000

60

Bay Beach Amusement Park

Bay Beach Amusement Park, known as "Bay Beach", is located on the east

shore of Green Bay directly north of the Wildlife Sanctuary. Bay Beach

is Green Bay's most popular attraction, offering visitors 10-cent

amusement rides. Fast food and indoor seating is available in the Bay

Beach Pavilion. Picnic areas and playgrounds are popular. The City

Parks and Recreation Department operates Bay Beach. It is open

seasonally from mid-April to mid-October. Attendance has remained over

one million the last three years.

Bay Beach Amusement Park Annual Attendance 1985-1987

1985 1,146,071

1986 1,223,833

1987 1,095,527

Brown County Reforestation Camp

The 1600-acre Reforestation Camp lies in the northwest corner of Brown

County about ten miles northwest of Green Bay. This natural area is a

popular family attraction offering picnic areas, a small zoo, fishing

ponds and observation tower. The Camp hosts major cross-country ski and

sled dog races on its 18 miles of rolling trails each year.

The small zoo is undergoing extensive renovation. Outdated cages are

being replaced with natural exhibits and a Zoo Education Center

recently opened. Recent renovation is expected to increase attendance

in coming years. Park officials estimate attendance at 250,000 per year.

SUMMARY OF GREEM BAY A'ITRACTIONS

Green Bay supports a number of high-quality historical, cultural and

recreational attractions allowing residents and tourists to spend their

leisure time productively. Total 1986 attendance at the seven

attractions surveyed exceeded 1.6 million visitors, and averaged 228,600

61

visitors. Attendance is outstanding at attractions similar in

philosophy, purpose, or mission to the proposed aquarium, i.e.,

(Wildlife Sanctuary, Neville Museum, and the Reforestation Camp Zoo).

Average attendance at these attractions is nearly one-half million

visitors annually.

Attendance at the three paid attractions, Heritage Hill, Rail America,

and Packer Hall of Fame averaged less than free attractions. However,

Heritage Hill and Rail America are only open seasonally and still draw

over 50,000 and nearly 30,000 people, respectively. These attendance

figures establish a good track record for paid attractions in Green Bay.

The impact of special events and exhibits on annual attendance is

noteworthy. Heritage Hill's 1986 Christmas Festival drew 11,083 people,

20% of 1986 attendance. The "Wolves and Humans" special exhibit at

Neville Museum increased 1986 attendance by 50%.

Other Green Bay attractions in addition to those surveyed include City

Centre Theater, the Expo Center-Brown County Arena, Oneida Nation

Museum, and Dutchman's Creek Landing Fun Park. International Bayfest

and Artstreet, special weekend events, enhance community spirit and

pride.

A group of citizens is working to establish a botanical garden in Green

Bay. The board of directors of Green Bay Botanical Gardens, Inc.

recently reached a long-term agreement with Northeast Wisconsin

Technical College officials to lease a 60-acre site on campus. The

group will hire a qualified architectural team to develop a master plan

in 1988, with a community fund drive to follow.

The prospect of the proposed aquarium combined with a new botanical

gardens, and existing museum, nature center and zoo could help establish

Green Bay as a tourist destination. Mutual cooperation by sharing

ideas, expertise, and possibly co-sponsoring special events or exhibits

would greatly benefit each attraction.

62

Table 9. Operating Characteristics of Green Bay Attractions

Heritage I Hall of I Rail River I Neville I Wildlife I Amusement

Hill !Fame !America Queen !Museum I Sanctuary I Park

Operating Hours

Summer !Memorial 10am- IMay-Oct May 23-ITues.- I Ap. 15- !Mid-Apr-

IDay- 5 pm 19am-5pm Oct 9 !Sat. I Sep. 15 learly

!Labor Day! daily I cruisesl9am-5pml 8am-8pm !October

I 10am-5pm I vary I I I !Mon. & I

ISun. I

lnoon-5pm

I I Winter !Christmas I Same !Closed Closed Same I Sep. 16- !Closed

I Festival Apr. 14

INov.27- 8am-5pm

IDec.13

I 10am-5pm

Admission

Adults 1$4.00 $4.00 $4.00 $6.25-1 Free Free $. 10/

I 15.95 I ride

Children! 2.00 2.00 2.50 3.25-1 6.50 I

Seniors I 3.00 3.00 3.50 Families I 10.00 10.00 14.00

63

Table 10. Annual Attendance at Green Bay Attractions 1983-1987

Area Attraction 1987 1986 1985 1984 1983

Heritage Hill 62,000 53,160 50,224 53,405 61,890 State Park

Packer Hall 47,689 53,300 48,600 49,500 55,000 of Fame

Rail America 27,000 22,410

River Queen 20,000 20,000 20,000 40,000

Neville Museum 157,498 109,604 111,971 117,787 114,480

Wildlife 1,000,000 1,117,885 1,007,240 538,336 Sanctuary

Amusement Park 1,146,071 1,223,833 1,095,527

ANHUAL TOURISTS

Green Bay tourists are defined as people traveling to Green Bay from

points outside the resident market or ACI. Of the 639,181 visitors to

Green Bay in July and August, 1986, 56.3% or 362,416 were "tourists"

(Gray et al, 1986). Tourists did not necessarily stay overnight in

Green Bay. Almost two out of three of the 1,692 people surveyed in did

not stay overnight in Green Bay. Overnight visitors stayed an average

of 3.98 nights.

An annual tourist estimate for Green Bay is not available. The two

months for which estimates are available are peak season months. With

this in mind, one million annual tourists is a reasonable estimate.

Using this figure, 36% (362,416) of all Green Bay tourists visit during

July and August.

64

CONVENTION ACTIVITY

In 1987, convention activity generated $17 million for the Green Bay

area economy according to the Visitor and Convention Bureau. Convention

activity is increasing in Green Bay due to new convention facilities and

excellent lodging, dining, entertainment, shopping, and recreation

opportunities.

Green Bay Convention Activity 1984-1987

Year Conventions Delegates

1984 294 94,114

1985 267 77,834

1986 400 117,660

1987 410 132,253

PROJECTED ANNUAL ATTENDANCE FOR A GREEN BAY AQUARIUM

A projected planning level attendance for a Green Bay aquarium is

obtained by applying capture rates to the resident and tourist markets.

Capture rates are determined by the performance of other Green Bay

attractions (Table 9) and the ability of other public aquariums to

penetrate their markets (Table 13). A non-site specific planning level

attendance of 122,697 visitors is projected (Table 11).

65

Table 11. Hon-Site Specific Projected 1990 Attendance for a Green Bay

Aquarium

Market Area 1990 Population Capture

Projected Projection Rate 'lo

Primary Market 193,222 .05-.08

Secondary Market 609,293 .03-.06

Tertiary Market 257,288 .02-.04

Resident Market Attendance Range

Tourist Market I 1,000,000

Attendance Level Range

Planning Level Attendance

DESIGN-DAY ATTENDANCE

.05-. 10

1990

Attendance

9,661-15,458

18,279-36,558

5, 146-10,292

33,086-62,308

50,000-100,000

83,086-162,308

122,697

The Green Bay aquarium's size is based on a design-day attendance of 970

visitors (Table 12). A 23,280 square-foot building is within the

parameters of community and market support.

Table 12. Design-Day Attendance for a Green Bay Aquarium

Annual Attendance

Peak Two - Month Attendance (35'/o)

Average Weekly Attendance (/8.857)

Design-Day Attendance (20'/o)

Peak In-Facility Attendance (30'/o)

Size of Public Area (40 SF per visitor)

Total Aquarium Size (2x)

122,697

42,944

4,849

970

291

11,640 SF

23,280 SF

66

Table 13. Market Capture Rates for United States Public Aquariums

1983

1983 Metro 1983 Estimated

Area Area Aquarium Tourist/ Capture I Rate (%) Tourism! Popula- Atten- Resident Resd. !Tourist

Aguarium I (ooo) ITion(000)IDance(000)I Mix Market !Market

I I I I National 5,400 2,234 1,355 80/20 12% 20% Aquarium in

Baltimore

New England 5,300 3,656 918 65/35 9 11

Aquarium

Cabrillo 9,000 7,643 130 20/80 1 negligible

Marine Museum I I

Mystic 1,200 241 641 50/50 133 27

Marinelife

Aquarium

Seattle 4,700 1,656 495 60/40 12 6

Aquarium

Shedd 6,500 6,029 733 50/50 6 6

Aquarium

Vancouver 4,500 1,186 756 50/50 32 8

Aquarium

Waikiki 4,500 792 260 90/10 3 5 Aquarium

From: Economic Consulting Services

67

OSHKOSH MARKET ANALYSIS

OSHKOSH RESIDEHT MARKET

The Oshkosh resident market is divided by county into primary,

secondary, and tertiary markets based on proximity and travel distance

from the proposed attraction (Figure 6).

Winnebago County, an area that includes the attraction out to 25 miles

away, is the primary market. The secondary market consists of 12

counties in a band 25 to 50 miles from Oshkosh. The tertiary market

includes 16 counties 50 to 100 miles distant. Persons in the resident

market can easily travel to the aquarium and return home later the same

day.

Oshkosh Resident Market

Resident Market Area

Primary Market

Secondary Market

Tertiary Market

County

Winnebago

Outagamie, Calumet, Fond du Lac,

Green Lake, Waushara, Waupaca,

Brown, Washington, Dodge,

Marquette, Sheboygan, Manitowoc

Oconto, Shawano, Menominee,

Portage, Wood, Juneau, Adams,

Sauk, Columbia, Dane, Jefferson,

Walworth, Racine, Milwaukee,

Waukesha, Ozaukee

The Oshkosh resident market population is sized in Table 2. The large

and growing secondary market (includes the Fox Valley) combined with a

very sizeable tertiary market (includes Milwaukee and Madison markets)

produces an extremely strong resident market for the attraction. The

secondary market is expected to increase 10% between 1980 and 1990. The

resident market is expected to grow 6% overall.

68

Figure 6. Oshkosh Resident Market

e Primary Market

- Secondary Market

--- Tertiary Market

69

Table 14. Oshkosh Resident Market Size

Estimated Projected

1980 1987 1990 % Change Market Population Population Population 1980-1990

Primary 131,772 138,137 133,917 2%

Secondary 859,005 896,601 943,016 10%

Tertiary 2,266, 160 2,278,122 2,369,793 4%

Total 3,256,937 3,312,860 3,446,726 6%

School groups will be an important source of market support for the

proposed aquarium. The number of school-aged children 5 to 17 years is

shown in Table 15. The majority of school trips will originate from the

primary and secondary markets. Oshkosh, Fond du Lac, Neenah, Menasha,

Appleton, and Green Bay schools are within an hour's drive and help form

a pool of over 200,000 potential student visitors. Milwaukee, Madison

and other students in the tertiary market add over 400,000 students to

the resident market.

Table 15. School Aged Children (Ages 5-17} in Oshkosh Resident Market

1985 1990 % Change

Market Estimate Projection 1985-1990

Primary 23,469 23,573 1%

Secondary 181,569 186,429 3%

Tertiary 425,816 429,625 1 %

Total 630,854 639,627 1 %

70

OSHKOSH TOURIST MARKET

OSHKOSH AREA ATTRACTIONS

A survey of Oshkosh area attractions was conducted to determine

attendance patterns and operating characteristics relevant to the

proposed aquarium market analysis. These attractions include:

Paine Art Center and Arboretum

EAA Convention and Air Museum

Valley Queen II

Oshkosh Public Museum

Grand Opera House

University of Wisconsin-Oshkosh

Menominee Park Zoo

Paine Art Center and Arboretum

The Paine Art Center and Arboretum opened to the public in 1948. Nathan

Paine, a local, lumber baron, built the Tudor mansion (now the Paine) in

the 192O's on property adjacent to the Paine Lumber Company. The

building combines the elements of a fort, mansion, and farmhouse into an

American adaptation of an English country estate.

Collections include Persian rugs, sculpture, and paintings. Staff

organize special exhibits, traveling art shows, tours, classes and other

activities. Major special events are an Elizabethan Fair, Garden Party,

the Gay 9O's, Barndance and plant sales. A 40th Anniversary Party is

being coordinated with the Public Museum Art Show this year. The

Arboretum surrounding the Art Center spans 15 acres. It consists of a

formal garden, theme gardens, and a prairie restoration area.

A private endowment supports operations and development. A board of

trustees administers the nonprofit educational institution. The Paine

is open year round, Tuesday through Sunday.

71

Attendance increased from 18,000 in 1984 to 26,738 in 1987 following a

1986 high of 30,810 visitors. Attendance increases 20-25% the week

prior to the EAA convention.

Paine Art Center and Arboretum

Annual Attendance 1983-1987

1983

1984

1985

1986

1987

18,000

25,000

27,000

30,000

27,000

EAA Convention and Air Adventure Museum

EAA Convention

The Experimental Aircraft Association (EAA) held their first fly-in

convention at Wittman Field in Oshkosh in 1970. Previous fly-ins were

held in Milwaukee and Rockford, Illinois.

Convention visitors attend a variety of workshops, aircraft displays,

evenings shows in the 3,000-seat Theatre In the Woods, and a daily air

show. Visitors stay at 8,000 campground sites in three camping areas on

the spacious grounds and motels, hotels, dorm rooms and campgrounds

within a 80-mile radius of Oshkosh. Wittman Field ls the busiest

airport in the world during the convention. At one time during the 1987

convention, 8,300 private aircraft were parked on the grounds, about 4%

of all privately-owned aircraft in the United States.

A 1979 visitor study estimated 293,600 attendees at the eight-day

convention. A 1987 EAA Convention Study by the Recreation Resources

Center, UW-Extension-Madison surveyed 15,804 people (2% of attendees)

with the following major findings:

* 775,000 people attended the 1987 convention.

72

* The Convention has an economic impact on Oshkosh of $48 million.

* The Convention has a statewide economic impact of $65 million.

* Three-fourths (74.7%) of all attendees were from out of state.

* Visitors stayed an average of 3.39 nights.

* One-seventh (14.8%) or 60,000 attendees visited at least one other

Wisconsin attraction.

A public aquarium must capitalize on the huge influx of tourists during

the eight-day convention in late July. The convention figures above and

experience of other area attractions during the convention clearly show

a potential to capture a portion of this market.

EAA Air Adventure Museum.

The Air Adventure Museum is located at the EAA Aviation Center off of

U.S. Highway 41, just south of Wittman Field. Air Adventure opened in

1983.

Air Adventure depicts the evolution of aviation from the Wright brothers

to modern aircraft. Over eighty aircraft are displayed, along with

aviation artwork and photography. Video presentations are shown in the

Air Adventure Theater. The museum's exhibit space will expand by 40% in

summer 1988 with an addition covering the World War II era and featuring

the Eagle Squadron.

Air Adventure is open every day year round and is closed during major

holidays. Adult admission is $4.50, children eight to seventeen years

and seniors, $3-50.

Attendance at Air Adventure increased from 1984 through 1987 reaching a

high of 135,000 in 1987. Attendance will likely increase with the

additional exhibit space opening in 1988. Attendance during the EAA

convention averaged 25,000 weekly in 1987.

A museum survey shows visitors came from 47 states and 25 foreign

countries during the October, 1987 to January, 1988 period. The

majority of visitors, 59%, were from out-of-state.

73

EAA Air Adventure Museum

Annual Attendance

(1983-1987)

1983 incomplete, first year

1984 99,000

1985 100,000

1986 114,000

1987 135,000

Valley Queen II

The Valley Queen II, "Wisconsin's Largest Paddleboat," is a 1OO-foot

recreation of the elegant sternwheelers that ran the Fox River in former

days. Passengers relive the history of Lake Winnebago and the Fox River

by choosing from a mix of regular and "whistle stopper" excursions.

Regular cruises offer sight-seeing opportunities, narrated talks,

brunch, lunch, and dinner cuisine and full day cruises. "Whistle

stopper" themes include mother and father day cruises, moonlight dances,

"murder afloat" (passengers solve the murder plot), community float

(Neenah to Oshkosh), Fond du Lac Fly-Away (Oshkosh to Fond du Lac),

pirate cruise and a country cruise.

Passenger attendance peaked at 55,000 in 1985, the first year of

operation. Attendance has stabilized at 45,000 in subsequent years.

Eighty percent of passengers live outside the Fox Valley area, from

Chicago, Milwaukee and Madison markets in proportion to the size of each

city.

During the EAA convention attendance drops slightly during the day and

increases at night when convention delegates use Valley Queen II as a

"floating restaurant."

74

Valley Queen II Annual Attendance 1984-1987

Oshkosh Public KuseUII

1984

1985

1986

1987

55,000

44,300

44,800

45,000

The Oshkosh Public Museum ls housed in a 1908 English-style mansion, the

former residence of businessman Edgar Sawyer. A new wing, dedicated to

the late William Steiger in 1983, adds exhibit space, meeting and

lecture rooms, gift shop, storage and a library.

Permanent exhibits interpret Oshkosh area history from French

exploration to pioneer settlement. Wildlife dioramas, meteorite and

fossil collections, and Indian artifacts are also exhibited. Temporary

displays include antique dolls and toys, local industry, and realistic

and abstract art. A replica train depot and Wisconsin Central caboose

are next to the museum.

Major events include the July Art Fair and the E.K. Petrie Indian Relic

Show. The museum is open year round with regular hours Tuesday through

Saturday and Sunday afternoons. Admission is free. Attendance has

increased steadily the last three years. There ls a slight increase

during the EAA convention.

Oshkosh Public Musellll Annual Attendance 1985-1987

1985

1986

1987

79,000

86,000

98,000

75

Grand Opera House

The Grand Opera House, a stately Victorian Romanesque structure built in

1883, has been restored to its original grandeur in downtown Oshkosh.

Always a center of Oshkosh cultural and social life, the Grand was

reincarnated as a functional center for the performing arts with a $3.1

million renovation. It reopened in October, 1986.

The City of Oshkosh owns and operates the Grand, renting it to local,

state, national and international performing groups. Performances range

from loca~ ~~hool concerts to world-renowned pianists. Ticket prices

range from $3 to $35. Seating capacity is 688. In 1987, the first full

year of operation, 42,577 people attended performances. Guided tours of

the Grand Opera House are arranged through the Convention and Tourism

Bureau.

Oshkosh Symphony Orchestra

The Oshkosh Symphony Orchestra was founded in 1940. It currently

performs at the Oshkosh Civic Auditorium. The yearly concert series

includes performances by the Oshkosh Symphony, Milwaukee Symphony, and

guest performances.

University of Wisconsin-Oshkosh

The University of Wisconsin-Oshkosh, third largest in the University of

Wisconsin system, enrolls 12,000 students. Full- and part-time faculty

and staff number 600. Students choose from 49 majors in four

undergraduate colleges: Business Administration, Education and Human

Services, Letters and Science, and Nursing. UW-Oshkosh offers an

extensive graduate program and a "weekend college" for adults who work

during the week.

The University is an important source for cultural events, with several

campus facilities for the arts. The Priebe Art Gallery hosts the

exhibits of student, state and national artists. The 2,160 square-foot

76

Gallery is located in the Arts and Communications Center. Exhibits are

open to the public without charge.

The University's music department organizes the Chamber Arts Series, now

in its twentieth season. Musicians perform jazz, choral, symphonic,

percussion and other music during concerts in the Music Hall located in

the Arts and Communications Center. Campus theater productions are

continually sold out.

UW-Oshkosh Convention Activity

The Conference Center schedules over 200 conferences annually with

delegate numbers ranging from 10 to 800 delegates per conference. The

total number of conference delegates is not available. The campus

offers year round conference facilities.

Major conferences include university-sponsored sports camps, Winter

Special Olympics, State Science Olympiad, Student Government

Association, and the National Student Placement Exchange involving 160

colleges and institutions. An ongoing program for corrections officers

trainees is held every week of the year.

During the EAA convention all 4,200 beds on campus are taken, accounting

for 32,000 bednights, i,e., one bednight equals one person/bed/night.

Heno■inee Park Zoo

The Menominee Park Zoo is located at the south end of Menominee Park on

Lake Winnebago. Exhibits and pathways wind around the perimeter of a

lagoon, the zoo's central feature. The zoo is small. About 30 animals

of fifteen species are maintained in plain, well-kept cages.

A 1982 resolution, essentially a study of the zoo's future, identified

areas for improvement and outlined the zoo's renovation. Future

exhibits will emphasize Wisconsin wildlife and existing displays will be

phased out or incorporated into the new zoo. Some parts of the

77

renovation plan, walkways and landscaping for example, have already been

completed.

The Zoo opens in May and is closed during the winter. Admission is

free. Attendance is estimated at 110,000 to 175,000 visitors, annually.

SUMMARY OF TOURIST ATTRACTIONS

The number of high-quality visitor attractions in Oshkosh indicates a

high level of community awareness, interest, and support for

recreational, cultural and visitor attractions.

Four of the six attractions surveyed are open year round with the Zoo

and Valley Queen II open seasonally. Paid attractions include Valley

Queen II, Grand Opera House and the Air Adventure Museum.

Attendance at the six attractions ranges from 26,738 at the Paine Art

Center to the estimated 142,500 visitors at the Zoo, with a 1987 average

of 82,000. The top three attractions averaged 125,000 visitors. The

three paid attractions averaged 74,192 with a high of 135,000 visitors

at Air Adventure. Ticket prices at an aquarium would be similar to Air

Adventure admissions, so the consistent performance of Air Adventure is

encouraging.

The estimated 145,000 visitors at Menominee Park Zoo reflects the

popularity of live animals. A recent survey by a Wisconsin zoo

organization showed 5.3 million people visited twenty state zoos and

wildlife parks in 1987, an average of 265,000 visitors per zoo.

78

Table 16. Annual Attendance at Oshkosh Attractions (1983-1987)

Area Attraction 1987 1986 1985 1984 1983

Paine Art Center 27,000 30,000 27,000 25,000 18,000

and Arboretum

EAA Air Adventure 135,000 114,000 100,000 99,000 I incomplete,

Museum !first year

I Valley Queen II 45,000 44,000 44,300 55,000

Oshkosh Public 98,000 86,000 79,000

Museum

Menominee Park Zoo! Attendance estimated between 110,000 to 175,000

visitors annually.

Grand Opera House 42,577* I

* First full year of operation

79

Table 17. Operating Characteristics of Oshkosh Attractions

Paine Art EAA Air !Oshkosh !Grand Menominee

Center and Adventure Valley !Public !Opera Park

Arboretum Museum Queen IIIMuseum !House Zoo

Operating Hours

Summer I Tuesday- Monday- Cruise !Tuesday- May-

Saturday Saturday times !Saturday October.

10am-4:30pml 8:30-5:oo. I vary 19-5.

Closed Hon-I Sunday I !Sunday 1-1

days and 11:00-5:00I 15. Closed!

holidays Closed majl I Mondays,

holidays I I holidays

I Winter I Same Same Closed !Same Closed

Admission

Adults I Donation I $4.50 Prices !Free 1$3.00-I Free

I vary by 1$35.00I

Children! I 8-17 $3-501 cruise I I

I under 8 I I free I

Seniors I I $3.50

Families! I 50% less

80

OSHKOSH CONVENTION ACTIVITY

Convention activity has steadily increased in recent years. Oshkosh

hosted over 200 conventions in 1985, 1986 and 1987. In 1985, more than

40,000 delegates attended conventions, making a $8.4 million impact on

Oshkosh's economy (not including the EAA convention). In 1987,

delegates numbers reached 63,750, a 60% increase over 1985.

In Oshkosh Centre, a 44,385 square foot complex opened in 1986, the City

has one of the best meeting and convention centers in Wisconsin.

Oshkosh Centre houses the Convention and Tourism Bureau and is connected

to the eight-story Radisson Hotel at Park Plaza Mall by a skywalk.

Oshkosh Centre has ample trade show and exhibit space, meeting and

banquet rooms and a 15,500 square foot clear-span main exhibit hall.

OSHKOSH BUS TOURS

The Oshkosh Convention and Tourism Bureau assists motorcoach companies

in developing tours of local attractions. Tours are tailored to group

interests and often include the attractions just described. Bus tours

of several manufacturing and factory outlet stores are also offered,

including:

King Industries--women's apparel factory outlet.

Oshkosh B' Gosh--factory tour and outlet.

HrNak's Flowerland--floral shop and greenhouse tour.

Pepsi Cola Bottling Company--factory tour.

Metal Glow Factory Outlet--candle holders and accessories.

Oshkosh B' Gosh attracts the largest number of tourists, about 12,000,

annually. One to two thousand people tour the other businesses.

Motorcoach business is rapidly increasing in Oshkosh according to the

Convention and Tourism Bureau. Bus tours booked through March, 1988

equalled 65% of 1987 bookings.

81

SPECIAL EVERTS

Oshkosh hosts the annual Miss Wisconsin pageant each June. Miss

Wisconsin Week activities include a parade, fashion show, pageant, and

coronation ball. The Otter Street Walleye Tournament attracts 500

anglers to Lake Winnebago. About 150 anglers live outside the Oshkosh

area. Thousands of residents and tourists participate in tournament

activities sponsored by the Jaycees. Other popular Oshkosh events

include Sawdust Daze, Waterfest and the Winnebago County Fair.

TOURIST ACCOHODATIONS

The Oshkosh area has numerous tourist accommodations. Winnebago County

has 49 hotels/motels with 1,460 lodging rooms, 21 campgrounds with 788

sites and 388 restaurants. Oshkosh has 12 hotels/motels and two Bed and

Breakfast Inns with 960 rooms, 160 restaurants and 40 other

establishments that serve food. Eating and drinking establishment sales

totalled $38.5 million in 1984.

Tourists and residents enjoy easy access to water in the Oshkosh area.

Ten private resorts, hotels and motels offer boat rentals and launch

facilities. Winnebago County maintains seven boat launches and four

city parks have launches.

F.sTIMATE OF TOURIST NUMBERS

A formal study to determine tourist numbers in the Oshkosh area has not

been conducted. According to Beverlee Mallon, Executive Director of the

Convention and Tourism Bureau, an estimated 1.1 million tourists visit

Oshkosh each year. This estimate is based on the best available

information, i.e., convention activity, booked motorcoach tours, and

hotel occupancies.

This estimate is downsized to 825,000 (75% of 1.1 million} to allow for

the definition of tourist in this study, i.e., persons staying overnight

and living more than 100 miles from Oshkosh. In other words,

82

approximately 25% of the 1.1 million visitors live within 100 miles of

Oshkosh.

This refined estimate of 825,000 tourists is valid considering three­

fourths (581,250) of EAA convention visitors are from out-of-state; 80%

of Valley Queen II passengers live outside the Fox Valley Area; and 66%

of EAA Air Adventure Museum visitors were from out-of-state during the

October 1987-January 88 period.

SUMMARY OF TOURIST MARKET

Tourists come to Oshkosh for two major attractions, the EAA Convention

and Lake Winnebago. These attractions bring a million people to Oshkosh

each year. The economic activity generated by visitor spending at the

EAA Convention brings $48 million into the community each year.

Although the economic impact of Lake Winnebago is undocumented, it is

substantial.

It is possible to create a tourist destination by combining many

high-quality attractions. An Oshkosh Public Aquarium, by itself not a

major tourist destination, would add to the destination quality of

Oshkosh. By adding an aquarium to the many fine attractions already in

place, Oshkosh is one step closer to becoming a major tourist

destination in the state.

PROJECTED ANNUAL ATTENDANCE FOR AN OSHKOSH AQUARIUM

Key factors in projecting an annual attendance for the proposed Oshkosh

aquarium are the performance of other area attractions and market size.

A projected annual attendance is derived by applying capture or

penetration rates to resident and tourist markets. Capture rates are

determined by the track record of Oshkosh area attractions (Table 16)

and by the ability of other public aquariums to penetrate their markets

(Table 13).

83

The projected attendance figure assumes the proposed facility will

occupy an attractive, easily-accessible site, have ample parking space,

dynamic exhibits, aggressive marketing and efficient management.

Table 18. Non-Site Specific Planning Level Attendance for an Oshkosh

Aquarium

1990 Population Capture 1990 Projected

Market Area Projection Rate% Attendance

Primary Market 133,917 .05-.08 6,696-10,713

Secondary Market 943,016 .03-.06 28,290-56,580

Tertiary Market 2,369,793 .01-.03 23,698-71,094

Resident Market Attendance Range 58,684-138,387

Tourist Market 825,000 .05-. 10 41,250-82,500

Attendance Level Range 99,934-220,887

Planning Level Attendance 160,410

84

DESIGN-DAY ATI'ENDAHCE

Design-day attendance is the daily attendance level for which the

proposed attraction is designed. Design-day attendance is not peak-day

attendance. A facility whose size is determined by design-day

attendance can handle seasonal fluctuations in attendance (typically

high visitation on Saturdays during July and August) while staying

within the parameters of market and community support.

Table 19. Design-Day Attendance for an Oshkosh Aquarium

Annual Attendance

Peak Two - Month Attendance (35%)

Average Weekly Attendance (/8.857) Design Day Attendance (20%)

Peak In-Facility Attendance (30%)

Size of Public Area (40 SF per visitor)

Total Aquarium Size (2x)

160,410

56,144

6,339 1,268

380

15,200 SF

30,400 SF

85

STEVENS POINT MARKET ANALYSIS

STEVENS POINT RESIDENT MARKET

The Stevens Point resident market encircles a 26-county area within one

hundred miles of the planned attraction (Figure 7). Persons living in

this area can easily travel to the aquarium and return to their homes

later the same day.

Given Stevens Point's centralized location in the county, Portage County

conveniently serves as the primary market, with a travel distance of O

to 25 miles. The secondary market is a band 25 to 50 miles from Stevens

Point and contains 11 counties. The tertiary market includes 13

counties, 50 to 100 miles distant.

Stevens Point Resident Market

Resident Market

Primary Market

Secondary Market

Tertiary Market

County

Portage

Lincoln, Marathon, Wood, Waushara,

Juneau, Adams, Shawano, Marquette,

Green Lake 10utagamie, Waupaca

Clark, Monroe, Sauk, Dodge,

Columbia, Fond du Lac, Taylor,

Langlade, Menominee, Brown, Oconto,

Winnebago, Calumet

The resident market population increased 10% between 1980-1990 (Table

20). The 1si increase in the primary market is due in part to stable

employment and the high quality of life in Portage County.

86

Figure 7. Stevens Point Resident Market

e Primary Market

- Secondary Market

--- Tertiary Market

87

Table 20. Stevens Point Resident Market Size

Estimated Projected

1980 1987 1990 % Change

Market Population Population Population 1980-1990

Primary 57,420 61,725 66, 165 15%

Secondary 558,595 583,651 624,330 12%

Tertiary 763,665 798,361 821,797 8%

Total 1,379,680 1,443,737 1,512,292 10%

An 8% increase from 11,596 to 12,542 students is projected between

1985-1990 (Table 21). Actual 1985-86 Stevens Point Area school district

enrollment was 8,246 students; 6,903 public and 1,343 parochial

students. Not all Portage County residents send their children to

Stevens Point schools, accounting for the difference. 283,870 potential

student visitors will reside in the resident market area in 1990.

Table 21. School-Aged Children (Ages 5-17) in Stevens Point Resident

Market

1985 1990 % Change

Estimate Projection 1985-1990

Primary 11,596 12,542 8%

Secondary 106,190 111,306 5%

Tertiary 157,110 160,022 2%

Total 274,896 283,870 3%

88

STEVENS POINT TOURIST MARKET

STEVENS POINT AREA A'ITRACTIONS

Stevens Point area attractions were surveyed to determine attendance

patterns and operating characteristics relevant to the proposed aquarium

market analysis:

Sentry World Headquarters

University of Wisconsin-Stevens Point

-Schmeekle Reserve

-Planetarium and Observatory

-Museum of Natural History

-Carlesten Art Gallery and Michelsen Hall

Stevens Point Brewery

Herschnerr's

Worzalla Publishing Company

Sentry World Headquarters

The World Headquarters of Sentry Insurance is the primary tourist

attraction in the Stevens Point area. The complex includes the Sentry

Theater, SentryWorld Sports Center and golf course, formal dining,

various gift shops and art displays. The golf course, designed by

Robert Trent Jones II, is regarded as one of the nation's best. Sentry

Insurance is the number one employer in Stevens Point employing 2,035

people in 1985. Information on the total number of annual visitors to

Sentry World is not available.

University of Wisconsin-Stevens Point

Approximately 9,500 students are enrolled at UW-Stevens Point per

semester and 1,500 students graduate annually. The undergraduate

Natural Resources program is the nation's largest. UW-Stevens Point is

the second largest employer in Portage County with over 1100 employees.

A continuous influx of new or prospective students, visiting parents,

89

new faculty, visiting professors, conferences and a variety of cultural

activities and sporting events combine to make the college an important

area tourist attraction.

An estimate of total annual visitors is not available. In lieu of an

annual estimate the following descriptions of university facilities

summarize visitor activity.

Schmeekle Reserve

Schmeekle Reserve is adjacent to Sentry World Headquarters and north of

campus. The natural area covers 185 acres of marsh, meadow, and

woodland. The Reserve is named after Fred Schmeekle who founded the

country's first natural resources program at UW-Stevens Point in the

early 1930's. The university supports Schmeekle Reserve financially and

students use the site for teaching, research and training.

Natural history programs, exhibits, visitor information and services,

and meetings take place in the Nature Center. The newly established

Wisconsin Conservation Hall of Fame, presently housed within the Nature

Center, will occupy a adjoining wing in the future. Visitors bike,

fish, walk trails, and exercise on a European style fitness trail in an

effort to improve their relationship with nature. Attendance is

estimated at 100,000 visitor days annually. University students are the

primary user group.

PlanetariUJI and Observatory

The Planetarium is located on the second floor of the Science Building.

Public programs are offered Tuesday and Wednesday evenings and Sunday

afternoons throughout the school year. Seating capacity is 70.

90

Museum of Natural History

Visitors explore animals, plants and artifacts of Wisconsin and North

America in the Museum of Natural History located in the Learning

Resources Center. In addition to changing exhibits, the Museum offers

hands-on experiences for youngsters during regular tours and

interpretive talks. One of the most comprehensive bird egg collections

in the nation is maintained at the Museum. The Museum is open every day

during the school year and hours change during vacation periods.

Admission is free.

About 20,000 people toured the museum in 1987. School groups accounted

for one-fourth of all visitation. Museum staff hosted 150 groups and

over 4,500 student in 1987, the majority coming during April and May.

While most of the schools are within an hour's drive, students as far

away as Woodruff travel to the museum. Open House Day, featuring the

popular Reptile Show, is the biggest attendance day. The Reptile Show

attracts 2,000 to 3,000 participants and over half of these tour the

museum.

car1esten Art Gallery and Michelsen Hall

The Edna Carlesten Art Gallery and Michelsen Hall are housed in the Fine

Arts Center. The Gallery features ongoing art displays. Concerts,

chamber music, theater and dance productions are held in Michelsen Hall.

Stevens Point Brewery

The Stevens Point Brewery, maker of nationally-acclaimed Point Special

beer, has been a part of the area's heritage since 1857. The Brewery is

one of the last that produces and sells its product exclusively in

Wisconsin. Approximately 1,000 visitors participate in Friday Brewery

tours every year.

91

Herschnerr's

Herschnerr's is the largest displayer of crafts and gift items in

Wisconsin and produces the largest mail-order craft catalog in the

world. Employees guide about 1,000 tourists through the store each year

on regular tours.

Worzalla's

Worzalla's is one of the Midwest's largest book publishers, dealing

mainly in educational materials. Several hundred tourists take guided

tours of the company each year.

CONFERENCE ACTIVITY

UW-Stevens Point hosts a large and increasing number of conferences each

year. Major conferences include the Wisconsin Special Olympics (2,800

attendees), National Wellness Conference (700), Suzuki Institute

(3,000), and Olympics of the Mind (3,000). Ninety-one conferences with

23,407 attendees are scheduled for the May-August 1988 period.

Approximately people attend conferences at the university annually and

over 30,00 visitors stay at the university while participating in

conferences.

SUMMARY OF STEVENS POINT A'ITRACTIONS

Stevens Point has a high number of public attractions for a city its

size. The leading attractions are associated with the university,

Sentry World Headquarters and convention facilities, e.g., Holiday

Inn-Holidome. There is a lack of paid attractions in Stevens Point, not

unexpected in a small community.

Three university facilities are close in mission and purpose to an

aquarium, the Museum of Natural History, Planetarium and Observatory and

Schmeekle Reserve. A fourth facility, the Central Wisconsin

Environmental Station (CWES) in Amherst, is a leading state center for

92

environmental education. The new Conservation Hall of Fame at Schmeekle

Reserve appeals to conservationists statewide. A public

aquarium/Schmeekle Reserve combination would give tourists incentive to

stop in Stevens Point.

STEVENS POINT CONVENTION ACTIVITY

Convention activity is extremely strong in Stevens Point. One area

convention business booked 395 conventions during nine months in 1986,

613 in 1987 and 513 conventions for part of 1988. These are only

conventions involving guest rooms. One day meetings are not included.

In November, 1987 the Stevens Point Area Convention and Visitors Bureau

(CVB) surveyed 200 people (99 respondents) who had contacted CVB for

tourist information (Bergman, 1988). The survey found that people come

to Stevens Point mainly to shop (67% of respondents) and golf (26%). Downtown Stevens Point (29%) and the Manufacturer's Mall (26%) were the

leading attractions, indicating the importance of visitors to area

businesses. Area parks, Sentry World and UW-Stevens Point were also

popular with visitors.

ANNUAL TOURISTS

According to a Recreation Resources Center study visitors generate $42 million of revenues in Portage County each year, providing considerable

benefits to lodging places, restaurants, gasoline sales and auto

services. Visitor dollars directly or indirectly support 449 full-time

equivalent jobs in Portage County (Schink and Chesler, 1985).

The annual influx of visitors into Portage County was estimated by

surveying lodging facilities (hotel and motels), private campgrounds,

and second (vacation) homeowners. Tourists use private campgrounds at

rate of 257,048 person-days annually, lodging facilities account for

289,821 person-days, and vacation homeowners 287,136 person-days.

93

A person-day is one individual staying in the area overnight. Since

person days and actual numbers of tourists are not the same, formulas

were developed to convert person-days into numbers of tourists:

257,048 campground person days

= 102,819 annual campers

2.5 average length of stay (days)

289,821 lodging facilities person-days

------- =(170,483) annual lodgers

1.7 average length of stay (days)

287,136 second home person-days

------- = 4,254 annual second home users

67.5 days used per year (days)

OR

1,063 Number of second homes

X = 4,252 annual second home users

4 Home users per party (days)

Lengths of stay for campers and lodgers were taken from UW-Extension

tourism studies of Green Bay, Manitowoc/Two Rivers, and Northwestern

Wisconsin. The number of days homeowners occupy second homes per year

and persons per party are given in the Portage County study. Based on

these figures an estimated 277,556 campers, lodgers, and homeowners stay

in Portage County annually. This number excludes people staying

overnight in the homes of friends and relatives. Portage County

Extension Personnel estimate 389,100 annual tourists when this sector is

included. Therefore, 389,100 annual tourists is a reliable estimate.

It is important not to overlook that a portion of the people in this

annual tourist estimate live within 100 miles of Stevens Point, fall

into the resident market, and therefore are excluded from the tourist

market.

94

In order to best determine the actual number of tourists, i.e., persons

staying overnight and living more than 100 miles away, a number of

visitor surveys were consulted. The Convention and Visitor's Bureau

1988 survey previously referred to shows 67% of respondents lived in

Wisconsin. However, 80% lived more than 100 miles from Stevens Point,

with the majority coming from Milwaukee (19%).

Campground records from 1981-1986 show approximately 90% of all Portage

County campers live in Wisconsin. One-third live in Portage County.

Although detailed records of county origin for the remainder of campers

are not available, a proportionately large number of campers come from

large metro areas, Milwaukee and Madison. Therefore, it's safe to

assume 50% of all Portage County campers live outside the Stevens Point

Market area. Records from the 1976-77 seasons at Hartmann Creek State

Park, 25 miles south of Stevens Point, also show about half of the

campers from out of state or metropolitan areas more than 100 miles

distant.

Tourist numbers could increase significantly if more travelers driving

U.S. Highways 51 and 10 would stop in Stevens Point. Aquariums are

exciting and popular attractions. Highway signs and billboards

directing motorists to the aquarium, shopping malls, Schmeekle Reserve­

Conservation Hall of Fame and other attractions would lure more tourists

into Stevens Point. Increased tourism would benefit individual

attractions, local businesses and the entire community.

PROJECTED ANNUAL ATTENDANCE FOR A STEVENS POINT AQUARIUM

A planning level attendance is projected by applying capture rates to

Stevens Point resident and tourist markets. Choosing the proper capture

rates is difficult because of the lack of attendance records for paid

attractions in Stevens Point. Therefore, capture rates used here are

conservative in relation to those for the proposed Green Bay (Table 25)

and Oshkosh aquariums (Table 26) and actual capture rates at United

States aquariums (Table 13). By applying capture rates of 8%-15% to the

resident market and 4%-7% to the tourist market, a planning level

attendance of 59,867 annual visitors is achieved.

95

Table 22. 1990 Non-site Specific Planning Level Attendance for a

Stevens Point Aquarium

Market Area

Primary

Secondary

Tertiary

Tourist Market

1990 Population

Projection

66, 165

624,330

821,797

Resident Market Range

389, 100

Attendance Level Range

Planning Level Attendance

DESIGN-DAY ATTENDANCE

Capture 1990 Rate Attendance

.05-.08 3,293-5,293

.02-.05 12,487-31,217

.01-.02 8,218-16,436

23,998-52,946

15,560-27,230

39,558-80,176

59,867

The design-day attendance for the proposed facility is 473 visitors on

an annual visitorship of 59,867. An 11,355 square foot building is

appropriate for the level of community support and market strength in

the Stevens Point area.

Table 23. Design-Day Attendance for a Stevens Point Aquarium

Annual Attendance

Peak Two - Month Attendance (35%)

Average Weekly Attendance (/8.857)

Design-Day Attendance (20%)

Peak In-Facility Attendance (30%)

Size of Public Area (40 SF per visitor)

Total Aquarium Size (x2)

59,867

20,953

2,366

473

291

5,678 SF

11,355 SF

V FINANCIAL FEASIBILITY STUDY

In determining the economic feasibility of the proposed attraction

several interrelated factors are considered; initial capital costs

(investment level}, available funding sources, ongoing operating

expenses and sources of earned revenues.

GREEN BAY FINANCIAL STUDY

CAPITAL COSTS

Capital costs for the proposed project are based on building size and

building costs of existing aquariums. Capital costs of five United

States aquariums range from $176 to $291 per square foot (Table 24).

Table 24. Construction Costs for U.S. Aquariums (1986 Dollars)

New England Aquarium

Seattle Aquarium

National Aquarium in Baltimore

Monterey Bay Aquarium

Mystic Marinelife Aquarium

Average Cost per Square Foot

From: Economic Research Associates, Inc.

Cost/Square Foot

$291

176

214

276

274

$244

Capital costs to build a Green Bay aquarium total $4.7 million and $5.8

million based on building costs of $200 and $250 per square foot.

96

97

Table 25. Projected Capital Costs for a Green Bay Aquarium

Building Space

(Square Feet)

23,280 SF

EARNED REVEHUES

Admissions

Cost/SF

$200

$250

Capital Costs

$4. 7 million

$5.8 million

Visitor spending, e.g., admissions, gift and concession sales, is the

primary source of earned revenues at aquariums. Admission fees

typically account for 65-90% of all earned revenues at public aquariums.

Admission levels to a Green Bay aquarium were set at $4 adults,

$3/children 5 to 17 years and seniors and a 20% discount on these levels

to groups of 10 or more. This fee structure is comparable to other

Green Bay attractions (Table 10) and prices at similar-sized aquariums

(Table 5).

Per capita admission is calculated at $2.60, 65% of adult admission.

This figure accounts for free admissions, member admissions, etc •• With

a planning level attendance of 122,697 visitors admission revenues are

projected at $319,012.

Sale of Goods

Gift shop and food sales are important sources of additional revenue.

Visitor spending on gifts and food is projected at a modest $.25 per

capita. Revenue from gift and food sales is projected at $30,675 per

year.

98

Memberships

As a result of aquarium publicity and a vigorous, initial membership

drive 2,000 to 3,000 members is achievable. A stable membership of

2,000 is projected. With a member fee of $25, less 40% for

administrative costs, member revenues total $30,000, annually.

Other Revenue Sources

Additional revenues through corporate memberships, facility rentals,

special events, donations, and grants are projected at $30,000.

Table 26. Projected Earned Revenues for a Green Bay Aquarium

Admissions

Gift and Food Sales

Memberships

Corporate Members, Grants,

Donations, Special Events, Rentals

TOTAL EARNED REVENUES

OPERATING EXPENSES

$319,012

30,675

30,000

30,000

$409,687

Operating expenses include costs of facility operations, administration,

exhibit development, research, and education. Staff salaries and wages

typically account for 65-90% of total operating expenses at public

aquariums. The following positions will be needed for a fully-operating

aquarium:

99

Table 27. Green Bay Aquarium Staffing Plan

Position Salary

1. Director $30,000

2. Secretary/Administrative 15,500

Assistant

3. Curator/Aquarist 22,000

4 Aquarist 15,500

5. Technician

6. Facility Engineer/Maintenance 17,500

1. Custodial

8. Curator Exhibits 17,500

9. Curator Education 17,500

10. Membership and 17,500

Marketing Coordinator

11. Head Merchandise 12,000

12. Merchandise Seller (2)

Sub-totals $206,250*

TOTAL SALARIES AND WAGES

* Salaries multiplied by 1.25 to include benefits.

** Daily staffing multiplied by a factor of 1.4.

Hourly Wage

$4.50

4.50

4.50

$50,400**

$256,650

100

Other operating expenses include supplies, contract and other services,

utilities, insurance, and capital items. Adding these costs to salaries

and wages results in an operating budget of $418,687.

Table 28. Green Bay Aquarium Operating Expenses

Salaries and Wages

Supplies

Insurance and Utilities

Contract and other Services

Capital Items

TOTAL OPERATING EXPENSES

OSHKOSH FINANCIAL STUDY

CAPITAL COSTS

$256,560

33,175 66,350

31,101

20,734 $407,920

Initial construction costs for the proposed project are based on the

size of the building and the cost of building other aquariums throughout

the country (Table 24). Capital costs to build an Oshkosh aquarium

based on costs of $200 and $250 per square foot of building space are

shown in Table 29.

Table 29. Projected Capital Costs for an Oshkosh Public Aquarium

Building Space

(Square feet}

30,400 SF

Cost/SF

$200

$250

Capital Costs

$6.08 million

$7. 6 million

101

EARNED REVENUES

Admissions

Admission fees were set at $4 adults, $3 children 5-17 years and

seniors, and a 20% discount on these levels to groups of 10 or more.

These prices are in line with other public aquariums and paid

attractions in Oshkosh, e.g., EAA Air Adventure Museum.

Per capita admission is $2.60 or 65% of adult admission, allowing for

free admissions, members, group rates, etc. Given a stable year

attendance level of 160,410 visitors, projected admission revenues total

$417,066.

Gift and Food Sales

Visitor spending on souvenirs and food is projected at $.25 per capita

for total revenues of $40,102.

Memberships

A membership roll of 2,500 is achievable considering nearly one million

people live within 50 miles of the planned attraction. A full-time

staff member will coordinate member and marketing activities.

Other Revenues

Additional income from other sources is projected at $75,000. A

full-time Development Director will identify funding sources and develop

proposals for operational support and on-going capital projects.

102

Table 30. Oshkosh Aquarium Earned Revenues

Admissions

Memberships (2,500)

Gift Sales

Corporate Members, Grants,

Special Events, Donations,

Rentals, Program Fees

TOTAL REVENUES

OPERATING EXPENSES

Personnel Costs

$417,066

37,500 40,102

75,000

$569,668

Staff salaries and wages typically account for a high percentage of

total operating expenses, often 65-80% of an aquariums' operating

budget. The following positions are needed for a fully-operating,

efficiently-managed facility.

103

Table 31. Oshkosh Aquarium Staffing Plan

Position Salary Hourly Wage

1. Director $ 32,500

2. Development Director/ 25,000

Assistant Director

3. Secretary/Administrative 15,500

Assistant

4. Curator/Animal Husbandry 17,500

5. Animal Technician (4) 4.50

6. Curator/Exhibit 17,500

Development

7. Curator/Education 17,500

8. Education Technician 15,500

9. Facility Engineer/ 17,500

Maintenance

10. Custodial (3) 4.50

11. Membership and Marketing 15,500

Coordinator

12. Head Merchandise 15,500

13. Ticket/Merchandise 4.50

Seller (4)

$236,875* $144, 144**

TOTAL SALARIES AND WAGES $380,394

* Salaries multiplied by 1.25 to include benefits

** Daily staffing multiplied by a factor of 1.4

104

Insurance, utilities, supplies, contract labor, and capital items add

$189,274 for a total operating budget of $569,668.

Table 32. Oshkosh Aquarium Operating Expenses

Salaries and Wages

Supplies

Insurance and Utilities

Contract and other Services

Capital Items

TOTAL OPERATING EXPENSES

STEVENS POINT FINANCIAL STUDY

CAPITAL COSTS

$380,394

74,057

56,966

28,483

28,484

$569,668

It will cost less to renovate the Pfiffner Building compared to building

a new aquarium in Stevens Point. Costs of $100 and $150 per square foot

yields a rough cost estimate of between $1.2 and $1.8 million to

renovate Pfiffner.

Table 33- Projected Capital Costs for a Stevens Point Aquarium

Building Space

(Square Feet)

12,000 SF

Cost/SF

$100

$150

Capital Costs

$1.2 million

$ 1.8 million

105

EARNED REVENUES

Admissions

Admissions prices were set at $2.50 for adults, $1.50 for children 5-17

years and seniors and a 20% discount on these prices to groups of ten or

more. Per capita admission ls $1.50, 60% of adult admission.

Memberships

One thousand members ls achievable after a vigorous community and campus

membership drive. A $15 member fee less 30% for administration yields

annual member revenues of $10,500.

Gift Sales

Annual revenues from gift sales are projected at $11,974, $.20 per

capita.

Other Revenues

Revenues from grants, donations and special events are projected at

$17,500.

Table 34. Projected Earned Revenues for a Stevens Point Aquarium

Admissions

Memberships (500)

Gift Sales

Donations, Grants,

Special Events

TOTAL REVENUES

$89,800

$ 10,500

$11,974

$ 17,500

$129,774

106

OPERATING EXPENSES

Personnel Costs

The following staff salaries and wages are needed for a fully-operating,

efficiently-managed aquarium:

Table 35. Stevens Point Aquarium Staffing Plan

Position Salary Hourly Wage

1. Director $32,500

2. Aquarist 15,500

3- Part-time 4.50

Technician (2)

4. Curator/Education 17,500

5. Gift Shop Manager/ 12,500

Secretary

6. Part-time Ticket/ 4.50

Merchandise Seller (2)

7- Part-time Custodial (2) 4.50

$119,688* 39,312**

TOTAL SALARIES AND WAGES $174,725

* Salaries multiplied by a factor of 1.25 to include benefits

** Daily wages multiplied by a factor of 1.4

107

Other operating expenses include insurance, utilities, supplies,

contract services and capital items for a projected annual operating

budget of $217,550. The $88,000 operating loss will need to be offset

by additional revenues.

Table 36. Stevens Point AquariWI Operating Expenses

Salaries and Wages

Insurance and Utilities

Supplies

Contract and other Services

Capital Items

TOTAL OPERATING EXPENSES

OPERATING LOSS

FUNDING SOURCES

$174,725

19,466

10,382

3,893

9,084

$217,550

$ 88,000

A number of approaches are used to finance initial capital costs of

public aquariums (Table 38). Few aquariums receive the funding needed

for initial construction from a single source. Typically, a combination

of public and private funding is used to build aquariums. Each

community follows a different strategy depending on the scope of the

project and local economic conditions.

Though aquarium operating expenses can be entirely supported through

earned revenues, any operating profits will not be sufficient to retire

debt accrued from initial aquarium construction. Any operating profits

should be returned in the form of ongoing capital improvements.

The proposed project may be eligible to receive capital support from

various local, state, and federal public funding sources. Project

support will also come from individual and corporate private donors.

108

Table 37. Funding Sources for a Wisconsin Public Aquarium

PRIVATE SUPPORT

Contributions

Individual

Small Business

Organization

Corporate

Foundation

PUBLIC SUPPORT

Federal

State

Economic Development Administration

Legislative Bill

Wisconsin Development Fund--Major Economic Development Projects

Wisconsin Development Fund--Economic Development Program

Urban Development Action Grants

Wisconsin Coastal Management Program

Municipal

General Obligation Bonds

Industrial Revenue Bonds

Special Assessment or Special Tax Bonds

Reserve Funds

Tax Increment Financing

109

PRIVATE SUPPORT

Individual

Aquariums in Chicago, Niagara Falls, Mystic, Connecticut and Monterey

Bay received large donations from wealthy philanthropists covering

entire costs of aquarium construction. John G. Shedd was the chief

executive officer of Marshall Fields, Inc. Calvin Smith, Aquarium of

Niagara Falls and Mystic Marinellfe Aquarium, invented synthetic

seawater. David Packard, Monterey Bay Aquarium, co-founded

Hewlett-Packard, Inc.

Corporate

Corporate donations are delivered in three ways: a one-time

contribution towards construction, an initial contribution plus on-going

operating support, or solely to an endowment.

Foundation

Over 600 Wisconsin foundations, holding assets in excess of $720

million, contributed $72 million to worthy recipients in 1985.

PUBLIC SUPPORT

Federal and State

Summaries of federal and state economic programs that fund capital

projects are listed in Appendix A. The J.L. Scott Center for marine

education received state appropriations through a legislative bill

introduced by a local state representative. The proposed aquarium in

Charleston, S.C. ls also seeking funding from the state legislature.

110

Municipal

Aquariums in Seattle and Baltimore used municipal bond issues to fund

all or part of aquarium construction. Wisconsin state law may dictate

voter referendum before the issuance of municipal bonds. It is

important that local citizens be fully informed of the proposed project

prior to a referendum. An opinion poll should be conducted after the

public information process is completed and prior to the referendum.

Since the aquarium is not projected to operate at a profit, revenue

bonding is not feasible.

The level of public funding used for initial construction costs should

be viewed in light of the project's potential economic impact on the

community. A detailed economic impact study for the proposed project

should be considered. Data from an economic study could be very useful

in securing funds and gaining local and statewide support for the

project.

111

Table 38. Funding Case Histories of United States Public Aquariums

Year

Aquarium Size Built Cost Funding Source

Monterey Bay Aquariuml177,000 SFI 1980- I $50 $50 million gift from

Monterey Bay, CA I I 1984 !million! David and Lucile

National Aquarium

Baltimore, MD

Seattle Aquarium

Seattle, WA

New England Aquarium

Boston, MA

Shedd Aquarium

Chicago, IL

Aquarium of

Niagara Falls

Packard

1115,000 SFI

I I I

1978- $21.3 $7.5 million from City

1981 lmillionl capital funds

66 , 822 SF I 1971-

1 1977

I 77,800 SF I 1969

I

I I generated from sale of

airport; $7.5 million

bond issue referen­

dum; $2.5 million

from Economic Devel­

opment Administration­

U.S. Commerce

Department; $3.8

million from private

contributors

$5.7 Bond issue

!million!

I I I $6.4 I Private contributors

I million I

135,000 SFI 1927- I $3.2 $3.24 million private

NA

I 1929 lmillionl donation from John

Shedd

1966-

1967

NA Private donation-­

Calvin Smith

112

Table 38. (Continued)

Year

Aquarium Size Built Cost Funding Source

Mystic Marinelife 57,229 SFI 1973 I $10 Calvin Smith

Aquarium, Mystic, CA I I million I

I Ak Sar Ben Aquarium 12,000 SFI 1979 $1 $350,000 state appro-

Gretna, NE I I million I priation to game and

I parks commission;

$300,000 Knights of

Ak Sar Ben; $350,000

other private

donations

Key West Aquarium 15,000 SFI 1934 NA Federal-Works Project

Key West, FL I Administration

J.L. Scott Center for! 2,000 SFI 1971 $125,0001 State legislative bill

Marine Education I I I

.------ -

VI AQUARIUM SITE SELECTION AND EVALUATION

Choosing a proper site for a public aquarium is critical to its ultimate

success. The following list of aquarium site criteria was developed to

provide a framework for evaluating possible aquarium sites. Potential

aquarium sites should meet most or all criteria to merit serious

consideration. Each criteria carries equal weight so as not to bias

site rating and final selection.

CRITERIA

Area: Adequate area for the proposed building, program, and future

expansion.

Accessibility: Local and regional access by car, bus, pedestrian,

service vehicle traffic.

Parking: Adequate existing or potential parking.

Proximity to downtown or retail core: Close to restaurants, retail

stores, lodging and ability to stimulate new investment or activity

in the area.

Proximity to public amenities: Close to other existing and future

cultural and recreational attractions, open spaces, landmarks, and the

like.

View: Close to and provides good view of the water resource and access

to water-related activities.

113

114

Environmental Concerns: Free from excessive vibration, noise, smell,

unsightly surroundings and other negative factors.

Compatibility: Compatible with adjacent commercial, recreational, or

residential uses of the area.

Availability/Cost: Land available within a reasonable time frame and

acceptable cost.

Visibility: Location affords good view of the building, easily

recognizable landmark quality.

GREEN BAY AQUARIUM SITES

SITE SELECTION

Bud Paruleski, Senior Planner with the City Planning Department,

supplied a list of potential aquarium sites after reviewing site

criteria (Figure 8).

SITE EVALUATION

Sites were evaluated using the ten site criteria. Each criterion was

given a value of one point (lowest) to five points (highest) for a

maximum site score of 50 points. Final scores are a result of site

inspections, a review of planning documents and discussions with city

planners.

115

Figure 8. Green Bay AquariUII Sites

1.

2.

3. 4. 5.

,.u_,,,,., .,,.,,..,,1t11t. lftHr,,: L F?

UW-Green Bay

Wildlife Sanctuary

Bay Beach Amusement

Veteran's Park

Chamber of Commerce

Park

1

116

Table 39. Green Bay Aquarium Site Evaluation

Criteria

Site 1 2 3 4 5 6 7 8 9 10 Score

UW-Green Bay 4 3 3 1 3 5 4 2 3 I 33 I

Wildlife 4 3 3 2 4 3 5 5 4 3 I 36 Sanctuary

Bay Beach 5 3 5 3 5 3 3 3 4 38 Amusement Park

Veteran's Park- 2 1 5 4 3 4 3 2 4 32 Museum

Chamber of I 3 4 2 5 3 2 2 3 4 4 32 Commerce I

Criteria

1. Area 6. View

2. Accessibility 1. Environmental Concerns

3. Parking 8. Compatibility

4. Proximity to downtown 9. Availability/Costs

5. Proximity to public amenities 10. Visibility

GREEN BAY SITE SUMMARY

University of Wisconsin-Green Bay

The Cofrin Arboretum, BayShore Outing Center and Communiversity Park

occupy the bay shore area on campus. The best location for an aquarium

would be in this area. The aquarium could be located by the Cofrin

Arboretum or between the Bay Shore Outing Center and Communiversity

117

Park. Both areas provide a good view and access to the bay. An

aquarium is compatible with Outing Center and Communiversity Park

activities.

Bay Beach Wildlife Sanctuary

A public aquarium as described in this study is compatible with the

Sanctuary's mission, "to bring people and wildlife together for mutual

benefits."

The area east of Danz Avenue is currently undeveloped and has ample

space for a building and parking. However, there is no direct access to

the bay and this site is about 3 miles from downtown.

Bay Beach Amusement Park

This large site lies west of the Amusement Park to Quincy Street. The

City of Green Bay Comprehensive Plan indicates this parcel will be

purchased and eventually turned into open space, probably within ten

years.

The area could easily support an aquarium, associated program, and

parking. An aquarium here would obviously benefit from the large crowds

at the Amusement Park and Wildlife Sanctuary. Renard Isle obstructs the

view of the bay along the bay shore from the Amusement Park to Quincy

Street. However, an aquarium would be compatible with the planned

passive recreation/conservation use of Renard Isle.

Veteran's Memorial Park

Veteran's Park serves as a buffer between the Neville Public Museum and

an apartment complex on the west shore of the Fox River in downtown

Green Bay. This area is less than 2 acres and is too small to support

an aquarium. An aquarium would at least double the need for parking and

the Museum is already experiencing a parking crunch.

118

Chamber of Commerce

This 3-acre parcel is south of the Chamber of Commerce on Adams Street

in Green Bay. It is bordered on the south by the Mason Street bridge

and Kershner Metal Service. A fire station is directly across from the

site. Chamber of Commerce employees use the unpaved site for parking.

Vehicular and pedestrian access is good. The site is large enough to

support an aquarium if the old railroad warehouse and the Packerland

Steel building are removed. The abandoned railroad tracks will be

removed to become a passive recreation trail along the Fox River between

Green Bay and DePere.

The noise from the Mason Street bridge is excessive. The bridge, coal

yard and warehouses across the river detract from visual aesthetics.

The proposed aquarium's traffic could interfere with emergency fire

calls.

RECOMMENDATION

Ample space, waterfront location, and large summer crowds make the area

west of Bay Beach Amusement Park a feasible location for a public

aquarium. Development in this area depends on when the land becomes

available for purchase. Though Renard Isle obstructs the view of the

bay it does not threaten aquarium development.

Bay Beach Wildlife Sanctuary is an alternate choice. Development here

depends on the likelihood of incorporating the aquarium's water emphasis

into the Sanctuary's existing program and facilities.

119

OSHKOSH AQUARIUM SITES

Site Selection

Boyd Kramer, Assistant City Manager, and Jim Halverson, Economic

Development Specialist, Chamber of Commerce, selected six potential

aquarium sites after reviewing the site criteria (Figure 9). Site

evaluations are shown in Table 40.

Table JJO. Oshkosh Aquarium Site Evaluation

Criteria

Site 1 2 3 4 5 6 7 8 9 10 Score

Ceape St.- 3 5 4 5 5 3 3 3 4 3 37 Broad St.

Bay Shore 2 2 3 3 3 4 3 4 3 3 29

Drive-Bowen

Fugleburg Park 3 5 4 3 4 5 2 3 5 4 38

Rainbow Park 4 4 4 3 4 2 4 4 4 3 36

Rochlin Park 3 5 4 4 4 4 3 3 5 5 40

Menominee Park

Oak Terrace 4 4 4 3 4 5 4 5 4 4 41

Siewart 4 4 4 3 4 4 4 5 4 4 40

Terrace

Zoo 4 4 4 3 4 5 4 5 4 4 41

120

Figure 9. Oshkosh Aquarll.111 Sites

1 • Ceape-Broad St. 5. Rochlin Park 2. Bay Shore Drive-Bowen Menominee Park 3. Fugleburg Park 6. Oak Terrace 4. Rainbow Park 7. Siewart Terrace

8. Zoo

121

Criteria

1. Area 6. View

2. Accessibility 1. Environmental Concerns

3. Parking 8. Compatibility

lt. Proximity to downtown 9. Availability/Costs

5. Proximity to public amenities 10. Visibility

OSHKOSH SITE SUMMARY

Ceape Street at Broad Street

This 3-acre parcel is owned by Wisconsin Public Service and is used to

store natural gas. It is bordered by Riverside Park, the Oshkosh Centre

parking lot, and the Fox River. Existing structures include a brick,

one-story building and transmission station owned by WPS. The

Menauwaunakee, a commercial sheepshead trawler, docks here.

The site affords adequate space for an aquatic facility. The area is

open and gravel covered and would need extensive landscaping. The site

could easily be converted into parking, with additional parking

available behind Oshkosh Centre. There is easy vehicle and pedestrian

access to the site from downtown via Ceape Street.

The Pioneer Inn and Valley Queen II are located across the Fox River.

The site provides a good view of the Fox River, not Lake Winnebago.

Motorists crossing the Main Street bridge and Radisson Hotel occupants

would notice the aquarium building. However, other buildings would

obstruct the view of the aquarium of downtown pedestrians and motorists.

Transformers, transmission lines, railroad tracks and trestle on the

property's east side, and the warehouses across the river are all

unsightly environmental concerns. Main Street bridge traffic noise is

not excessive.

122

The proposed aquarium is compatible with other area developments. An

aquarium here would have a positive impact on downtown businesses. The

site would have to be purchased from Wisconsin Public Service. The 1987

Planning Report for Central City Oshkosh identifies this site as an

excellent location for residential development, possibly a multistory

housing project.

Fugleberg Park

Fugleburg Park is a 3- to 4-acre site less than one mile south of downtown Oshkosh. Private marinas border the site on the north and

south. A public marina is being developed next to the north marina.

Railroad tracks and South Main form the west border, with Lake Winnebago

to the east. A small wooded area, chiefly willows and cottonwoods, lies in the middle of the site.

Although there is adequate space for an aquarium and associated program,

existing marinas and parking areas squeeze future development to the

vicinity of the wooded area. The aquarium could be built south of this

area, with development spreading carefully into the small woods. There is room for additional parking.

Traffic flow is good via South Main Street, which becomes Fond du Lac

Road then U.S. Highway 45, linking Oshkosh to Fond du Lac. The marinas

provide access to water.

Although the site is not within walking distance of downtown an aquarium

could spur economic development south of the downtown area. An aquarium

is compatible with present uses of the site and the park/playground

across South Main Street.

The site provides a great view of Lake Winnebago. Trees could obscure

the building detracting from its landmark quality, or just as easily

enhance its aesthetic qualities. Visitor safety, noise and vibration

from railroad traffic are major environmental concerns. The site is

owned by the City and available for development.

123

Bowen Street at Bayshore Drive

This 2-acre parcel is located at the end of Bowen Street where the Fox

River empties into Lake Winnebago. It is almost one mile east of

downtown and two miles south of Menominee Park. The Fox River runs

along the south border, Lenox Candles, Inc. borders the west, and

residential areas are north and east of the site. A boat launch and

fishing pier occupy southwest and southeast corners. Webster Study

built the first house in Oshkosh here in 1836.

There is adequate space for a building and parking here but the

aquarium's program would be limited with little room for expansion.

Adequate parking might be possible by expanding the Lenox parking lot.

Access is restricted to Bower and Bayshore Drive winding through this

light industry/residential area. Good signage is needed to direct auto

traffic from downtown. Foot traffic would be insignificant.

A good view of the Fox River, but not Lake Winnebago is offered. The building would have little to no landmark quality here. There are no

obvious environmental concerns. However, conflicts with neighbors

(traffic congestion), Lenox Candles Inc., and boaters launching their

craft are possible.

Rainbow Memorial Park

Rainbow Park, a 17-acre neighborhood park, is located just north of the

Oshkosh Avenue Bridge along the Fox River. Many anglers and boaters use

the parks' boat launches, docks and fishing piers. A public aquarium

could be developed in open space at the north end of Rainbow Park.

Primary vehicular access is excellent via Oshkosh Avenue, which becomes

Highway 21 to the west, and Congress Avenue east of the bridge. U.S.

Highway 41 joins Highway 21 less than one mile west of this site.

Secondary access to the aquarium is provided by Rainbow Drive. Though

the downtown district is three miles away, access is direct and

well-marked via Algoma Boulevard.

124

There is an open view of the Fox River which could be enhanced by

removing a few shoreline trees. The aquarium building would not be visible to motorists crossing the Oshkosh Avenue bridge. Rainbow Park

was built with landfill material and varying grade elevations lead to poor drainage.

An aquarium is compatible with the park's water-related activities.

Traffic volume and congestion might cause problems with neighbors along

Rainbow Drive. Commercial development would likely spring up along

Oshkosh Avenue. At the very least, business would increase at existing

service stations, taverns and restaurants.

There are several public amenities near Rainbow Park. Rochlin Park is

directly across Oshkosh Avenue. The Paine Art Center and Arboretum and the Public Museum are less than one mile away, east of the bridge.

Rainbow Park is city-owned and available for the development of a public aquarium.

Abe Rochlin Park

Located directly across Oshkosh Avenue from Rainbow Park, Rochlin Park

is a six-acre site now being cleared of an abandoned building and

debris. The Fox River runs along the northeast perimeter and Sawyer

Creek forms the southern border of the site. Baumann Park, a small

neighborhood park, is just south of the site along Sawyer Creek.

Rochlin Park has adequate size to support a public aquarium and

associated program. It could be linked with Baumann Park with a

footbridge across Sawyer Creek. Adequate parking space is available,

however, it will require a good portion of the site. Overflow parking

would be available at Rainbow Park.

Vehicular access is excellent. South- or northbound motorists on U.S.

Highway 41 (.7 miles from Rochlin Park) would exit on Oshkosh Avenue

and enter the aquarium on Sawyer Street. There is easy access to and

from the downtown business district via Algoma Avenue and the bridge.

Traffic noise is an environmental concern.

125

The aquarium would not have a huge impact on downtown businesses at this

location. As in the case of Rainbow Park, spending would increase at establishments along Oshkosh Avenue, with new development possible.

In addition to Rainbow and Baumann Parks an aquarium here is close to

UW-Oshkosh, the Public Museum, and Paine Art Center and Arboretum. A public aquarium would be compatible with the marina across the Fox

River, other nearby riverfront developments and the service industry in the area.

A preliminary site plan shows the site being developed to include a

picnic pavilion, overlook shelter, fishing docks and parking.

Meno■inee Park

Menominee Park covers 110 acres along Lake Winnebago on the city's east side. The park is described as the cornerstone of all city recreation

activities and community events. Major features include a zoo which emphasizes Wisconsin wildlife, a swimming beach, six power boat

launches, two sailboat launches, a stone-cut bridge and two lagoons.

Other facilities include softball fields, playgrounds, tennis courts,

picnic areas, amusement rides, concessions, civic monuments and shelter buildings.

According to the park master plan Menominee Park is to be continually

developed for aesthetic, recreational, pedestrian, vehicular, and

cultural improvements in accordance with citizen requests, budget

allocations, historical considerations, and sound park planning and

design techniques and methods.

Three areas within Menominee Park could support the proposed aquarium:

near Oaks Terrace in the parks' north corner, north of Siewart Terrace

in the middle of the park, and north of the zoo in the vicinity of the

Chief Oshkosh monument. The Oak Terrace site has less available open

space than the other two sites.

126

Menominee Park is easily accessible from downtown via Merrit, East

Parkway, and East Irving Avenues. Hazel Street and Menominee Drive

provide good traffic flow along the park's perimeter. Visitors

traveling U.S. Highway 41 need to drive through north Oshkosh to reach

Menominee Park. North and south travelers would be less inclined to

stop here than at Rochlin Park. Additional parking could be developed

at all three sites. Visitors could also use existing parking throughout

the park.

Mercy Medical Center, two elementary schools, and residential areas

border Menominee Park. An aquarium is compatible with these amenities.

As stated in the opening paragraph, Menominee Park offers ample open

space and numerous amenities by itself. An aquarium is compatible with

water-related and other facilities in the park.

An expansive view of Lake Winnebago is possible along the shore near the Chief Oshkosh monument. The view from Oak Terrace is partially

obstructed from the peninsula extending into Miller's Bay. The view from Siewart Terrace is also blocked by the peninsula.

The aquarium building would be most visible and have the greatest

landmark quality at Oak Terrace and Siewart Terrace. The facility would be partially hidden by trees at the Zoo site.

There are no obvious environmental conflicts. Since Menominee Park is

only slightly above lake level high water may be a problem depending on

location.

Of three potential sites in Menominee Park, the area near the zoo has

several advantages. This site offers an inspiring view of Lake

Winnebago. A synergistic zoo/aquarium relationship could easily be

established. The Zoo already attracts 150,000 visitors. The Zoo's

Wisconsin wildlife theme would compliment the aquarium's program. An

aquatic education program could be developed using the lagoon and Lake

Winnebago at this site. A zoo/aquarium combination would produce a

dynamic zoological facility that would serve the community well into the

next century.

127

RECOMMENDATION

Based on on-site evaluations, five of the six sites recommended as

potential aquarium sites passed minimum requirements. The vacant parcel

at Bayshore Drive and Bowen Street ls too small to support a major

attraction, parking, and associated program. A high volume of traffic would be required to pass through this residential neighborhood.

Fugleberg Park, Rainbow Park, and the site east of the Convention Centre

at Ceape and Broad Streets are feasible. Fugleburg Park provides a

exceptional view of Lake Winnebago. There is direct access to and from

downtown. However, railroad traffic through the site is a noise problem

and safety hazard.

Rainbow Park has adequate space and excellent access via Oshkosh Avenue.

An aquarium at the north end of the park loses its visibility and requires secondary access on Rainbow Drive.

The Ceape-Broad Street site would have a significant economic impact on

downtown businesses, attracting more than 150,000 people to the retail

core area. Wisconsin Public Service currently owns this site.

Menominee Park and Rochlin Park are highly desirable sites for different

reasons. Menominee Park is the center of the city's recreational

activities. Ample space is available in the Oak Terrace and Siewert

Terrace vicinities though the view of Lake Winnebago is partially

blocked by the peninsula. Locating the attraction near the Chief

Oshkosh monument north of the zoo provides an awesome view of Lake

Winnebago and synergism with the zoo.

Locating the attraction at Rochlin Park would draw the greatest number

of visitors in view of the easy access from U.S. Highway 41.

Strategically-placed billboards would direct travelers to the aquarium

in minutes. It should be noted that AkSarBen aquarium in Gretna,

Nebraska is six miles from an interstate highway and the access road was

unpaved until two years ago. Rochlin Park is large enough to support a

128

multistory building, parking, and outdoor exhibit and eating areas.

Sawyer Creek enhances the site's aquatic qualities.

Oshkosh has a number of feasible sites for a public aquarium. Based on

the preliminary investigation of this study, Menominee Park and Rochlin

Park are both excellent choices for a public aquarium.

STEVENS POINT AQUARIUM SITE

SITE SELECTION

One of the primary reasons for including Stevens Point in this study was the availability of the Pfiffner Building. The Pfiffner Building is

located in Pioneer Park along the Wisconsin River (Figure 10). The sixty-year old building is a landmark for Stevens Point residents. It

formerly housed a wood finishing operation but has been unoccupied for

many years.

The building has two stories, a cellar with a low ceiling, an open

stairway and a freight elevator shaft. It has 12,000 square feet of

floor space, excluding the cellar. Exterior walls are triple masonry

cavity construction. This construction is considered thermal efficient,

additional wall insulation is not needed and ls actually unsafe. The

interior exposed brick and beam construction needs little improvement.

The prime riverfront location and structural soundness have sparked

attempts to find a proper use for the building. One recommended use is

to use the Pfiffner Building to promote community involvement in the

arts or as a local history bank (University of Wisconsin-Stevens Point,

1983). Others have suggested Pfiffner be remodeled into a restaurant,

youth center, banquet rooms, fitness center or a baseball card museum.

The following evaluation of the site is based on the review of existing

planning documents and an on-site inspection with John Leatherman,

Business and Resource Development Agent, Portage County Extension. The

129

Figure 10. Stevens Point Aquarium Site

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ANV~IIO) 1VUN3)

. ,: · .. _.7: ;~ .. .-. .. :

t : ;

I

,;:TI . \Cl

-·· u:; 15 lffOJ

130

evaluation refers to Pioneer Park and adjacent areas, not the Pfiffner

Building. Brief comments on the suitability of Pfiffner Building as a public aquarium are included in the summary at the end of the site

evaluation.

Table 41. Stevens Point Aquarillll Site Evaluation

Criteria Score

Adequate Area 5

Accessibility 3 Parking 5

Proximity to Downtown 5

Proximity to Public Amenities 4 View 5

Environmental Concerns 4 Compatibility 5

Availability 5

Visibility 3 Total 44

Area: There ls ample acreage adjacent to the Pfiffner Building to

support an aquarium program, future expansion and special outdoor

events. The warehouse building east of Pfiffner once occupied by

the Central Company ls now empty and may be available for future

expansion.

Accessibility: East-west U.S. Highway 10 passes approximately .5 miles

east of the site. Visitors would exit north-south U.S. Highway 51

onto Business 51, which enters the downtown area about 1 mile

northeast of the site. Signs would then direct visitors to the

attraction.

Parking: There is an unimproved parking area adjacent to and east of

the building. This lot could be easily graded, paved and expanded

as needed.

131

Proximity to Downtown: Downtown and Center Point Mall are within easy

walking distance, less than 0.5 mile from the attraction. The

Chamber of Commerce is 2 blocks east of Pioneer Park. A proposed

urban recreational trail along the Wisconsin River would effectively

link pedestrian traffic to the downtown area.

Proximity to Amenities: Pioneer Park has numerous existing amenities

with plenty of open space, a bandshell, handicapped fishing pier,

small marina, and a riverfront walk. The proposed aquarium is close

to downtown amenities, e.g., Sentry Auditorium. UW-Stevens Point is

about 1 mile northwest of the attraction.

View: The site provides an unobstructed view and access to the

Wisconsin River. Large, south-facing windows or an upper level

observation deck would enhance the view from inside the building. A

park, swimming beach, ball diamond, and residential areas across the

river detract little from the view.

Visibility: Though the Pfiffner Building is well known to community

residents it is not visible from downtown or U.S. Highway 10.

Environmental Concerns: An overhead powerline running east-west between

the building and river detracts from site aesthetics. One solution

is to bury the powerline. There are no other obvious environmental

concerns.

Compatibility: The proposed aquarium compliments the recreational

quality of Pioneer Park while adding another component, education.

Downtown businesses would benefit by the influx of 60,000 people to

the area. Increased traffic along Franklin Street is not foreseen

as a major conflict.

Availability: The Pfiffner Building is city-owned and available for

development. A public aquarium would need to pass applicable zoning

regulations and building codes, possibly with a special-use permit.

132

STEVENS POINT SITE SUMMARY

Its riverfront location, proximity to the city's retail core,

accessibility to regional traffic and ample open space combine to make

Pioneer Park a desirable location for a public aquarium.

The Pfiffner Building has many qualities that would enable its

transformation into a public aquarium. It is properly sized in relation

to the level of community and market support. A facility of 11,300

square feet was recommended and the Pfiffner has 12,000 square feet of

interior space.

The interior exposed brick and beam construction makes an attractive

backdrop for exhibits. High ceilings on both lower and upper levels

allow flexibility for exhibit design. Existing office space in the

lower level's northeast corner could be easily improved and a gift shop

added. Water pumps, filters, reservoirs and other mechanical support

could be housed in the basement level.

There are intrinsic limitations in retrofitting an aquarium into an

existing building. Interior walls, windows, and stairways can inhibit

exhibit design. Floor and beam loads will limit the size of fish tanks.

The City should consult a structural engineer to determine loads of

floors and beams.

Given the cost for constructing new aquariums the cost to renovate

Pfiffner will likely be high. A renovation cost of $100 per square

foot, for example, yields a cost of $1.2 million. Tighter cost

estimates are possible after preliminary design concepts are completed.

VII SUMMARY

I have shown in this study that a number of interrelated factors combine

to make a public aquarium in Wisconsin desirable:

1. Wisconsin is blessed with aquatic resources that are virtually

unmatched elsewhere in the country.

2. We as state residents depend heavily on our water resources for our

standard of living and quality of life.

3. The heavy demands we place on water often create serious conflicts

and problems which then need to be resolved to preserve the

integrity of our water.

4. Aquatic education seeks to help us understand the importance of

water and gives people the knowledge they need to resolve issues and

problems.

5. Aquatic education is an important function of public aquariums and

there is no aquarium, as described in this study, in Wisconsin.

6. Aquariums are fun to visit and make outstanding tourist attractions,

thereby providing significant benefits to local economies.

7. Most aquariums are financially self-supporting, i.e., revenues

exceed or equal operating expenses.

8. A number of funding sources are available to help build an aquarium

in Wisconsin.

The following paragraphs highlight results of the market and financial

studies for the three communities included in this study:

GREEB BAY

Residents and tourists can spend their leisure time at a number of fine

public attractions in Green Bay (e.g., Heritage Hill, Packer Hall of

Fame, Rail America, River Queen, Neville Museum and Bay Beach Amusement

133

134

Park and Wildlife Sanctuary). A 60-acre botanical garden is expected to

open in two to three years. The Reforestation Camp Zoo is also being

upgraded. Attendance at the seven attractions surveyed averaged 225,000

visitors.

If an aquarium is to become a reality in Green Bay, the concept will

have to find its proper place or niche among existing attractions. In

practical terms, a core support group needs to embrace the concept,

raise funds and see the project through to completion. The aquarium

will likely be competing with other attractions for volunteer and

financial support, especially those close to an aquarium in philosophy

and mission, i.e., Wildlife Sanctuary, Neville Museum and botanical

gardens.

A 23,280 square foot aquarium is properly-sized in relation to the Green

Bay market area and the level of community support. This building will

cost between $4.7 and $5.8 million based on construction costs of modern

aquariums.

The aquarium is expected to be self-supporting, mainly by attracting

122,697 paid visitors annually. Admission revenues will contribute 77%

($319,000) to total annual revenues of $410,000. Salaries and wages of

13 full-time employees will account for 63% ($256,000) of the annual

operating budget.

The most desirable aquarium site is west of the Bay Beach Amusement Park

to Quincy Street. This site is located on the east shore of Green Bay

and has ample space. An aquarium here would benefit from the large,

summer crowds at the Amusement Park and Wildlife Sanctuary. The site

consists of privately-held parcels that are expected to become available

for City purchase during the next five years.

OSHKOSH

The populous resident market is the outstanding feature from the Oshkosh

market analysis. Over one million people live within 50 miles of the

135

planned attraction and over three million people live with 100 miles.

This includes 200,000 potential student visitors within 50 miles of

Oshkosh and over 600,000 students within 100 miles.

Oshkosh has a good number of public attractions: the Paine Art Center

and Arboretum, EAA Air Adventure Museum, Valley Queen II, Grand Opera

House, Public Museum and the Menominee Park Zoo. The top three

attractions averaged 125,000 visitors in 1987. The EAA Air Adventure

Museum is the top paid attraction, drawing 135,000 1987 visitors. Air

Adventure admission fees are similar to the proposed aquarium fees. The

potential of Lake Winnebago and the Fox and Wolf Rivers as a source of

tourism is not being fully tapped with existing attractions.

The bulk of the projected 160,000 aquarium visitors would originate from

the resident market. The aquarium would attract 40,000 to 80,000

tourists. The community can support a 30,400 square foot building. The

aquarium would cost between $6 million to $7.6 million to build based on

construction costs of modern aquariums. Once built, the aquarium is

projected to be self-supporting. Revenues from admissions and other

sources yield an annual working budget of $570,000. The aquarium could

hire 21 full-time employees at this income level.

Menominee Park and Rochlin Park are highly desirable aquarium sites.

Motorists traveling on U.S. Highway 41 could exit and arrive at the

aquarium in minutes. An aquarium in Menominee Park could link with the

Zoo. This site also provides a great view and access to Lake Winnebago.

STEVEN'S POINT

There are several fine public attractions associated with the university

and convention businesses in Stevens Point. However, there is a lack of

paid public attractions. Stevens Point is an extremely popular

convention destination.

The availability of the Pfiffner Building is a key point in determining

the feasibility of an aquarium in Stevens Point. The market analysis

136

showed that an 11,355 square foot building is proper in relation to

market strength and community support. Fortunately, the Pfiffner

Building is the proper size at 12,000 square feet.

The interior exposed beam construction seems well-suited for aquarium

development. An architectural engineer will have to assess the

building's condition to determine if an aquarium is a feasible option.

Pioneer Park ls a very desirable site based on the site criteria and

evaluation.

A Stevens Point aquarium is projected to attract 60,000 visitors,

including 15,000 to 27,000 tourists. Modest admission fees and other

revenue sources provide a working budget of $125,000. The aquarium

would operate at a $88,000 loss. A maximum of four full-time employees

could be hired. University students could fill the part-time positions

and possibly take on responsibilities of the Education Curator and Gift

Shop Manager, thus reducing the operating loss.

137

BIBLIOGRAPHY

Anonymous. July, 1985. Program Master Plan for the South Carolina

Science Museum.

Bergman, Walt. 1988. Visitors Questionnaire Survey. Stevens Point

Area Convention and Visitor Bureau.

Bishop, Richard C. May, 14, 1987. Great Lakes Fishery Value is $1.4

Billion. Green Bay Press Gazette.

Bradd, Michael. October, 1987. Division of Economic Development.

Milwaukee, Wisconsin. Personal communication.

City of Oshkosh, Department of Community Development. May, 1987.

Planning Report - Central City Oshkosh.

Clarke, Gary K. 1974. The Value of Zoos and Aquariums. American

Association of Zoological Parks and Aquariums Regional Conference

Proceedings, 8-10.

Conway, William G. 1982. Zoo and Aquarium Philosophy, 3-12. In

Zoological Park and Aquarium Fundamentals. American Association of

Zoological Parks and Aquariums, Wheeling, W.V., 356 pp.

Curtis, Lawrence. 1982. Design Features of Mammal Exhibits, 59-75. In

Zoological Park and Aquarium Fundamentals. American Association of

Zoological Parks and Aquariums, Wheeling, W.V., 356 pp.

Daverman Associates, Inc. November, 1968.

The University of Wisconsin-Green Bay.

Comprehensive Development-­

Grand Rapids, Michigan.

Door County Chamber of Commerce and Wisconsin Bell. 1987. Door County­

Tourism Economic Development Study.

138

Economic Consulting Services. 1984. Feasibility Study for a South

Carolina Marine Science Museum.

Economic Research Associates. 1987. Market and Financial Feasibility

Study for the Portland Aquarium.

Fortner, Rosanne W. and Mayer, Victor J. May, 1983. Ohio Students

Knowledge and Attitudes About the Oceans and Great Lakes. Ohio

Journal of Science.

Fortner, Rosanne W. and Mayer, Victor J. June, 1988. Ocean and Great

Lakes Awareness Among Fifth and Ninth Grade Ohio Students: A

Continuing Study. Ohio Journal of Science.

Goodwin, Harold and Schaoldt, James. 1978. A Statement on the Need for

Marine and Aquatic Education. Delaware Sea Grant College Program,

University of Delaware, Newark, Delaware.

Gray, Jack. April, 1985. Recreation Marketing Maps. Fourth Edition.

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Gray, J., Hamilton, S., and Higgins, J •• November, 1986. Green Bay

Area Guest Surveys. University of Wisconsin-Extension, Recreation

Resources Center.

Gray, J., Hamilton, S., and Higgins, J. November, 1986. Door County

Guest Surveys. University of Wisconsin-Extension, Recreation

Resources Center.

Gray, J., Hamilton, S., and Higgins, J. November, 1986. Wisconsin's

Door County Study of Overnight Lodging and Camping Guests.

University of Wisconsin Extension-Recreation Resources Center.

Green Bay Comprehensive Waterfront Plan. August, 1984. Green Bay Park,

Recreation and Forestry Department and Green Bay Planning

Department.

139

Green Bay Wisconsin Comprehensive Plan. 1979. Bather-Ringrose­

Wolsfeld-Jarvis-Gardner, Inc.

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Packers Organization on the Economy of Green Bay and Brown County,

Wisconsin.

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465-469.

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AAZPA Regional Conference Proceedings, 393-396.

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18(2) 10-11.

Polakowski, Kenneth J. 1987. Zoo Design: The Reality of Wild

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Development Plan--Portage County, Wisconsin.

140

Portage County Planning Department. 1983. Stevens Point Riverfront

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141

APPENDIX A

Funding Programs

142

WlSCCJNSIN DF:VF.l,OPM.ENT FUND-ECONOMIC Dr-:VELOPMENT PROGH/\M

CONT /\CT Wisconsin Department of Development Mr Jim FrymMk. Progr;1m M;,nager

ELICilBILITY

runrosE

123 W"st W11shington Av!'nue P O Box 7970 M;idison. WI 53707 608/266-2742 608/266-1018

Project must bf' located outside rn;ijor r.ities {Milwc1ukf'e County, W;iukestrn. M;idison. Racine. Kenosha. Janesvi!lf!, Belo,t. Sheboygan, Green Bay, Oshko9h, Appleton, Neenah. Wausau. Eau Claim. la Crosse. Superior). local development plans must be in place Project should have benefit to low-and moderate-income persons. Grant9 are competitively awarded.

To providP. rP.sourcnq to local qovnrnnrnnts to allow completion of f'Conomir, development projects providing jobs to low and rnoderate­incornn persons.

AOV/\NT/\GE lo11n agreements typically providf! for lowP.r ... d interf!st rates to altow project lo earn ratP. of return cornp;,rahle lo industry nonns.

rlN/\NCE TYPE Grant 11ward. Compntitive awards hasf!d on ~coring ~ystern which ratf!s community di5tress and P.conornic impar.t of project.

PROGRAM USE Amount of monP.y available in pre,;ent or cominq ye;ir: $9.S00.000 /\wardert in past yenr in Wisconsin: $9,700.000 / 20 /\wr1tds.

USE OF FUNDS land. Buildings, Eriuipment, lnv!'ntory. Working capit;,I.

rlN/\N1,IN(j PI\RI\ME TEns lnt<'rl'sl· Fix!'d, B<'low market; Breaks in finanr,ing in lirsl years/rP.vert to markP.t by 5 years. RepayrnP.nt: 20 yl'ar maximum - program limits.

7 yP.ar minimum. 15 yP.,H maximum - in practicP.. /\mount av.iilahl<?: $750.000 maximum. $50.000 lo $500.000 11s11al. rees: Nnne Coll;itP.ral:

Howl'vl'r !'xp'!nSe usually incurff!d in prepr1tin!J appliciltion. Financing usually requires collateral.

To Apply: local govP.rnml'nt i!pplies to 000 local government rnusl hnld public hearings, vole approval. notify Rl'gional Plan Commission 30 days before submittal. 000 will notify of dP.cision within one month.

143

WISCONSIN DEVELOPMEN'r FUND-MAJOR ECONOMIC DEVl•:LOPMEN'l' PROJEC'l'S

CON TACT Wisconsin Department of Development Mr. Jim Gruentn,I. Dir11ctor of Development Finance 123 West Washington Av11nue P 0. BoK 7970 M;idison, WI 53707 608/266-7099 608/266-1018

ELIGIBILITY Business m;iy apply directly, or local governm,ml m;iy apply on behalf. Applicant must commit lo locate in Wisconsin, not re­lociite out of state. not displace current Wisconsin workers. Must provide al least 25 percent of funds from non-stale sources. Applications are evaluated by review board on potential contri­bution lo job crnalion or retention, new capital investment. local unemployment. infrastructure needs and other criteria.

PURPOSE To retain or increase employment in Wisconsin through support of economic development projects promii:ing substantial positive impact on the slate.

ADVANTAGE Grants and loans are structured to allow successful completion of the project.

FINANCE TYPE Grant or loan to support up to 75 percent of the cost of project--cannot replace other available funds.

SUBPROGRAM Of monies in the proqrnm, $300,000 has been set aside for agribusiness-related projects.

PROGRAM USE Amount of mon!!y available in present or comin<J year: $14.900,000

USE OF FUNDS No specific restrictions.

FINANCING PARAMETERS lnleresl: Repayment terms are negotiable. Fr.es: None Coll,'1r.r,il: Coll;,lr.ral tn!ly be rr'!quirr.d in some cas!!s. To Apply: Forrns and inslruclions available from the Departrnr.nt of

Oevr.loprnenl.

144

URill\N DEVF.LOPMEN'l' l\C'l'ION GRJ\N'l.'S

CONTACT IJ S. Department of Housinq & Urban Development Mr. Rich;1rd Wahh, Community Planning & Dnv. Rep. 310 W 'Nisconsin Ave., If 1380 Milwa11kee, WI 53203 414/291-3355

ELIGIBILITY Applicant must he city or villagP. which meels cP.nsus indicators of dislrP.ss. BusinP.S'l project being supported must provide at le;,st $2.50 in priv:itP. financing for each UDI\G rlollar. Must show projP.ct won't move forward without UDAG financing. UDAGs arn awardeo bv national competition, haserl on comp;ira-· live distrP.ss. pP.rrnanP.nt jobs created, othN nconomic benefits and private financing per UDAG dollar (usually 5/1 or 6/ 1 ).

PURPOSE To encourage new privatP. invP.stment in P.r:onomically distressed communities (13 major cities and over 300 sm,iller cities ;ind villages in Wisconsin are considered "distrP.ssed."I Business relocations from other communities may be restricted.

I\DV/INT /IGE low intMest rate ;rnd other loan conditons neqotiated to fit project needs. Althounh no projects funded last year, there have been 53 aw;,rds in Wisconsin since 1978. Program is active.

FINANCE TYPE lo11n program. Award to community is lent to business to support development.

PROGRAM USE Amo11nt of money av11ilable in present or comin<1 year: $225,000,000 Awarded in past year in Wisconsin: $0 / 0 Awards.

USE OF FUNDS land, Building,;, Eq11iprnent. Planning costs. public services. moveable equipment not funded.

rlNI\Nr:ING PARAMETERS Interest· Bel<>w m;,rket; Rate is negotiat<'d to lit n<1<1ds of the project. Rep11yment: 10 yel!r minimum - 20 year maximum - typicnl/not strict. Amount nv11ilahle: $100,000 to $5,000,000 11,;11al. To Apply: J\pplicntions usually prepared by local government. Public hear­

ing~. environmental reviews and other procedurnl rr.ri11irements in­volved. Applications accepted 3 times per year by HUD.

Tommy G. Thomp:'lon Governor

J11me" R. Klt1u!!er Secretary

January 15, 1988

State of Wisconsin Departtnent of Adtninistration

IOI South Webster Street• Madi~on, Wisconsin

Mailinp, Add1t ._,: Post Offi1;c O•:~ 7.":rr Madison, WI 53707-?P.~~

To: All parties interested in applying for Wisconsin Coastal Management Program grants.

From: Wisconsin Coastal Management Program.

The Wisconsin Coastal Mangement Pro~ram is making available approximately $750,000 in matching grants. The grants will be available for two types of projects:

1 l ~_nterfront Redevelg__p~~rit Projects. Low-cost com~truction projects, total amount available about $375,000; and

2 l Cuntaminnt_e9 Harbor Sediments Managemen_t Projects. Projects related to harbor plnnninM for contaminated sediments, <lredMing and clean-up, total amount available about $375,000.

TheRe ~rants will require n. 50% match from applicants. The financial assistance will be available for the period October 1, 1988 lo September 30, 1989.

For yo11r convenience, we have enclosed two separate Requests for Applications: one for Waterfront Redevelopment Construction projects, and the other for Contaminated Ilarbor Sediments projects.

If you are interested in applying for grants for both types of projects, you must complete both applications; if not, you may

.submit just one application depending on the type of project.

In each of the applications you will find detailed information on Wisconsin Coastal Management Program grant requirements. If you have questions please· call Oscar Herrera at ( 608) 267-7988 for ittformntlon on mit~rfront redevelopment construction project:~, and Jayson Chung at (608) 269-?982 for information on contaminated harbor sediments management projects.

Completed ~pplications must be postmarked no la_~L than March .uL_ 1988. All project applications should be sent to:

Wisconsin Coastal Management Program Department of Administration P.O. Box 7868 Madison, WI 53707

145