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Prairie du Chien Downtown Revitalization Market Analysis Results
Compiled by Laura BrownCrawford County UW ExtensionOctober 4, 2010
About the Market Analysis •Initiated in 2006•Administered by Economic Restructuring
Committee•Goals:
▫Inform local business owners about customer preferences
▫Inform PDRI, the City, and other ED organizations about appropriate next steps for downtown development
Market Analysis Components•Local Economic Analysis- 2007•Business Operator Survey- 2006-2007•Consumer Survey Findings- 2008•Housing Needs Assessment (Community
Development Alternatives, Inc.) – 2008•Business Mix Analysis•Trade Area Analysis•Demographics and Lifestyles Analysis
Our Local Economy
Wisconsin County Workforce Development Profile http://dwd.wisconsin.gov/oea/county_profiles/current.htm
Our Local Economy
Our Local Economy
Tourism Spending
Commuting Patterns
Business Operator Survey•Needs and Opportunities Assessment•Business and workforce data•Market and marketing data•60 completed and returned surveys- 51%
response rate
Consumer Survey•413 completed surveys – 59% response
rate
Business Challenges•Expensive employee wages or benefits•Out of town and in-town competition•Employee recruitment and retention •Unavailable or expensive utilities•Expensive employee wages or benefits
Information & Assistance Needs
Over 20 percent of respondents suggested that they would be interested in information regarding:▫financial management▫advertising and marketing▫customer service or hospitality▫building improvements and internet or e-
commerce.
Usefulness of Main Street Programs
Sentiments About the Downtown
•I always try to direct customers to other downtown businesses (63%);
•I seek ways to cooperate with complementary downtown businesses (56%);
•I feel safe downtown, even at night (56%);•I always try to buy products and services
locally (47%); and•Employees of my business show great
customer service (44%).
Sentiments About the Downtown
•My building façade draws customers into my business (10%)
•Local municipal services are well worth the level of local taxation (9%)
•Childcare for employees and customers is readily available (95)
Business and Workforce DataYears in Operation•20 years or more - 31 businesses (53%)!•11-20 years- 10 businesses (17%) •6- 10 years – 10 businesses (17%)•1-5 years (7%) •< 1 year – 3 businesses (5%)
50% have owned their business for 11 years or more.
Our Customers•Make less than $75,000/year•Have a mortgage or rent of
$300-749/month•Don’t live downtown and don’t want to•58% live within 10 minutes of downtown•Leisure activities: listening to music,
computer and internet, cooking, reading•Books and magazines: cooking/food/wine,
home and garden, outdoor & nature
When & Why They Shop
Monday before 11 amFriday from 11 am-2 pmFriday, 2 pm-5 am
69 % of customers are from Prairie du Chien, Marquette or
McGregorPrairie du Chien Business Survey, 2007
Most desirable extended hours
Prairie du Chien Consumer Survey, 2008
When & Why They Shop
People stop by downtown for: • Food (restaurants)• Drinks (bars)• See friends• To shop
▫Buy gifts and support local shops▫Buy shoes▫For entertainment (parades, etc.)▫ It is convenient.
• Specifically mentioned downtown draws: Starks, Hamann’s, the Post Office, Sports World, banks, Simply, Mulligans, the Island, Pete’s and the drug store/pharmacy, were
When & Why They Shop
Where They Shop
•Wal-Mart (70%)•Riverside
Square (29%)•Downtown
(29%)•La Crosse (4%)•Dubuque (1.3%)•Madison (1.3%)
Consumer respondents report “better selection” as the most common reason why they shop in
places other than the downtown.
Where They shop
•The perceived advantages Wal-Mart has over stores in downtown Prairie du Chien include better hours, better selection and better prices.
•26 % of respondents felt that downtown Prairie du Chien businesses were open when they wanted to shop;
•25 % felt that businesses sell products and services they want.
What businesses would you like to see downtown?
• Book store (59% /59%)
• Bakery- cafe (55% / 46%)
• Sub shop (43% / 51%)
• Office supply store (53%)
Consumer interest in a variety of ethnic restaurants, predominantly Mexican and Italian. Significant interest in a variety of fast food eateries. (Consumer Survey, 2008)
What community assets would you like to see developed?
•Open air markets (produce, fish, art, music)
•Walking trail•Sports complex•Streetscape•Performing arts center
Opportunities & ChallengesOpportunities: • Downtown destination • Bluff protections • Organized/structured growth • Intergovernmental cooperation • Development of St. Feriole Island
Threats: • Business moving out of City • Loss of shared revenue • Bluff development • Low wages • Fear of change • Out of town shopping – downtown conversion to office
space 2003 Prairie du Chien Comprehensive Plan, SWOT meeting
Housing Assessment