FINAL DRAFT: 3/16/07
VEDA
The Vernon Economic Development Association
Strategic Plan and Executive Summary
Summary Statement
“This is a strategic plan to coordinate and leverage the assets of
Vernon County as the basis for growing the over-all economy,
adding good-paying jobs, and stimulating tourism spending on
activities that are consistent with the county’s natural beauty and
quality of life.”
March, 2007
Contents
Page
Subject
Executive Summary
3
Appendices
5
A.
Background
6
B.
Mission and Vision for the Future
7
C.
Assets and Attributes
8
D.
Economic Status
22
E.
Competitive Status
34
F.
Observations
35
G.
Business Plan in Detail
38
H.
Tracking and Assessing Progress
43
I.
Resource Requirements
44
J.
Summary
45
2
Executive Summary
The Vernon Economic Development Association, Inc. (VEDA) was formed in January of
2006 by a group of community leaders and business executives from throughout Vernon
County. They recognized the need to create and advance a cohesive new strategic plan to
build a stronger economy for the good of all the people with a stake in the future of
Vernon County, Wisconsin.
VEDA’s strategic plan for the economic growth of Vernon County is summarized below,
followed by a set of appendices containing the information, economic status data, and
other analyses that have been gathered and examined as the basis of the plan.
Mission
VEDA’s mission is to create economic wealth and prosperity while preserving our rural
Vernon County lifestyle.
Objectives
VEDA’s objectives are to stimulate Vernon County’s economy, and support the growth
of business and tourism activities while preserving the quality of life for all those who
choose to live here.
VEDA will measure its progress in achieving these objectives through such criteria as:
Increases in the number of companies and jobs
Increases in the average household income and per capita personal income
Increases in the level of annual tourism spending
Increases in average sale prices for both land and developed real estate
Targets
Current existing businesses in Vernon County looking to expand and grow,
businesses outside the county seeking new sites for relocation, and the expanding
marketplace of entrepreneurial activity and investment
The marketplace of travel and tourism in Wisconsin and beyond, with emphasis
on low-impact tourism that maintains the county’s environment and quality of life
The marketplace of the wide range of people who may be looking to resettle,
including “back to the land” people such as those drawn to the growing organic
farm movement, and retirees looking for a new place to re-invest their
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accumulated wealth in real estate and contribute to the local economy through
expenditures on goods and services
Strategies
VEDA will establish an office under the direction and governance of the VEDA
Board of Directors, and managed by an executive director.
The office will serve as a new “front door” that reaches out to and works
individuals in the following three areas.
1. Services for Business Growth and Entrepreneurism
Conduct outreach and provide response to business executives considering growth
and relocation decisions, site selection advisors, and investors in new business
start-ups, foster the retention and expansion of existing businesses, assist and
encourage the relocation of out of the area businesses to the county, and
encourage entrepreneurship and the development of new businesses
2. Resources for Tourism
Conduct outreach and response to people interested in low-impact “silent sports”
that are consistent with the county’s rural landscape, as well as the current stream
of tourists already using the county’s resources and assets
3. Opportunities for Retirees
Conduct outreach and response to potential retirees looking for a new affordable
place for personal re-invention and outstanding quality of life, coupled with
potential for community involvement and volunteer work.
Summary
Vernon County’s wealth of assets attributes and resources can be used as the basis
of an organized effort to stimulate the county’s economy by the growth of
business activities and tourism.
Vernon County’s myriad organizations in both the public and private sectors have
a shared interest in building a stronger local economy…and
Vernon County can a more aggressive competitor for the business investment,
tourism and retirement dollars that will be flowing through the state and national
economy over the coming years
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Appendices
Page
A. Background
6
B.
Mission and Vision for the Future
7
C.
Assets and Attributes
8
D. Economic Status
22
E.
Competitive Status
34
F.
Observations
35
G. Business Plan in Detail
38
H. Tracking and Assessing Progress
43
I.
Resource Requirements
44
J.
Summary
45
5
Appendix A: Background
The Vernon Economic Development Association, Inc. (VEDA) was formed in January of
2006 by a group of community leaders and business executives from throughout Vernon
County. They recognized the need to create and advance a cohesive new strategic plan to
build a stronger economy for the good of all the people with a stake in the future of
Vernon County, Wisconsin.
Following the formation of the new group last January, the structure of VEDA has
evolved through a series of steering committees and the election of a board of directors
and officers, all committing their own time and resources as volunteers working for the
common cause of a better future for Vernon County. VEDA is incorporated as a not-forprofit entity, and is awaiting approval of its 501-C-3 status. VEDA has begun to expand
its membership to additional community leaders, government officials, and business
executives, and others, steadily building a broad base of interest and support.
During the year, VEDA also began the development of a strategic plan for economic
growth. As with all strategic planning processes, this has been an on-going initiative of
many steps, including the preparation of VEDA’s initial “2006 Strategic Plan” by mid2006. That document presented a statement of mission, identified long term goals,
included baseline economic data, and concluded with a statement of VEDA’s vision for
the future with specific goals for carrying out that vision.
In September of 2006, VEDA held an economic conference with a wide range of
individuals from throughout the county, with the primary goal of identifying many of the
opportunities and challenges the county faces in the development of a stronger economy.
There was broad input on such core elements of the local economy as tourism,
manufacturing, agriculture, and health care. The information and ideas gleaned from this
conference was collected and reviewed, and has helped lead VEDA to a revised and
expanded strategic plan, which is presented here as “Pathway to Prosperity…A Five-Year
Strategic Economic Growth Plan for Vernon County, Wisconsin”.
This document incorporates and builds on the first strategic plan, with the addition of
measurable objectives and the outline of core strategies and tactics to achieve those
objectives over time. This document also presents recommendations for a structure and a
system to carry out and manage the strategic plan, and identifies the resources required to
support that structure over the next five years.
The result – and the intent of this document – is to present to the citizens and the
leadership of Vernon County a strategic economic growth plan that builds on the
county’s many strengths and takes advantage of emerging opportunities for economic
growth and prosperity, in competition with other counties and regions of Wisconsin and
the Upper Midwest. It is also a document that serves as a rationale for the investment and
financial support by both the private and public sectors of Vernon County, for the good of
everyone who so proudly calls this unique, beautiful and still frequently overlooked
corner of Wisconsin home.
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Appendix B: Mission and Vision for the Future
VEDA’s stated mission and the overall goal of this strategic plan are consistent with the
statement in the first version of the VEDA Strategic Plan, but have been amended to
ensure that it represents the importance of serving the needs of the people who live and
work in Vernon County:
“Our mission is to create economic wealth and prosperity while preserving our
rural Vernon County lifestyle. More specifically this involves the creation of an
environment of cooperation and opportunity that leads to the economic well-being and
long-term prosperity of all the people of Vernon County, while preserving and leveraging
our unique assets of a beautiful rural landscape and a satisfying quality of life.”
As outlined in the initial strategic plan, VEDA’s Vision for the Future includes the
overriding imperative of attracting better-paying jobs for the people of Vernon County, as
outlined in the following long term goals:
Foster the retention and expansion of existing businesses
Assist and encourage the relocation of out of the area businesses to the county
Encourage entrepreneurship and the development of new businesses
The initial plan also presented the following four areas of activity and emphasis as a
general means for achieving the vision and mission over time, and is included here as
essential to the county’s ability to attract and support new businesses in today’s highly
competitive economic marketplace:
Provide technical assistance and advice to Vernon County municipalities, local
development organizations, and businesses
Research available resources, and create and maintain a central source of
information and assistance to support economic development
Promote job-training and education of the county’s labor force
Coordinate the efforts of local, county, state, and regional economic development
and planning organizations and committees toward common goals
In the months following adoption of the principles outlined in the initial strategic plan,
VEDA continued to examine ways and means of achieving its mission statement and
vision for the future, including sponsoring the economic conference in September.
One of the key outcomes of that on-going deliberative and listening process has been the
recognition of a need for a more detailed, in-depth analysis of the county’s assets and
attributes, its current economic status, its relative strengths, weaknesses, opportunities
and threats, and from that information and analysis, a statement of measurable objectives,
supported by a strategic approach to achieving those objectives over a specific time
frame.
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Appendix C: Assets and Attributes
A Place of Unsurpassed Beauty and Natural Resources
Vernon County is comprised of approximately 795 square miles of land and 22 square
miles of water, consisting of 57 lakes and at least six rivers and streams, including the
famous Kickapoo River that winds crookedly from north to south through the county and
through the natural resource known as the Kickapoo Valley Reserve, an 8,569 acre tract
of land located between the villages of La Farge and Ontario in Vernon County
Located near the heart of the Driftless Area of southwestern Wisconsin, northeastern
Iowa, and southeastern Minnesota, with the Mississippi River creating its roughly 22mile-long western boundary, the county is often cited for its incomparable natural beauty
of hidden valleys, rolling, rich farm lands, cold spring-fed trout streams, and a growing
population of people with a rich and varied background of cultures, religions and
interests.
The county is closely associated with the growing organic farming and food business, due
primarily to the presence of Organic Valley, the largest farmer-owned organic
cooperative in North America, in a new environmentally “green” headquarters
overlooking a vast stretch of the Kickapoo River Valley just north of LaFarge, and one of
the county’s largest employers.
The home page of the official Vernon County web site describes the county as follows:
“Deep in the heart of Wisconsin’s Hidden Valleys lies Vernon County. It is a place so
quiet and beautiful, it’s no wonder we call it God’s Country. Our celebrated rivers, rugged
hills, scenic farms, sturdy forests, tranquil back roads, crystal air and friendly people
combine to make Vernon County the ideal place to find rest and renewal.
“Here in Vernon County, outdoor fun is always in season. All year long, you’ll always find
plenty of outdoor action. Join us for boating, biking, paddling, hiking, bird watching,
fishing, snowmobile and skiing.
“Throughout Vernon County, you’ll find clean, pleasant communities that are proud of
their heritage, their history and their values. We celebrate that heritage with worldrenowned festivals, cultural centers, parks, nature reserves and historical sites. And
we’re always ready to share our love of the land and our way of life.
“So, start planning your escape to the country in Vernon County. Discover our friendly
towns, postcard vistas, peaceful hideaways and our simple, honest way of life. We’re
ready to share our secrets with you.”
Statistics and Demographics
The estimated population of the county as of 2005 was 29,189, a 4.0 percent increase
over the 28,056 population recorded in the 2000 Census. The county’s population
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growth rate is equal to the growth rate of the state, and slightly under the national rate of
4.9 percent from 2000 to 2005.
Other data from the 2000 Census Report on Vernon County:
•
Vernon County’s Occupational Profile
:
Management, professional, and related occupations
Service occupations
Sales and office occupations
Farming, fishing, and forestry occupations
Construction, extraction, and maintenance occupations
Production, transportation, and material moving occupations
•
Vernon County’s Industry Profile:
Agriculture, forestry, fishing and hunting, and mining
Construction
Manufacturing
Wholesale trade
Retail trade
Transportation and warehousing, and utilities
Information
Finance, insurance, real estate, and rental and leasing
Professional, scientific, management, administrative, and
waste management services
Education, health and social services
Arts, entertainment, recreation, accommodation and
food services
Other services (except public administration)
Public Administration
•
29.9%
15.2%
20.7%
3.1%
10.2%
20.9%
11.6%
6.9%
17.0%
3.6%
11.7%
4.9%
1.2%
3.6%
4.2%
21.9%
5.7%
4.2%
3.5%
Selected Population Demographics:
o
o
o
o
o
o
o
o
o
o
o
o
Persons under 18 years old, percent, 2004
Persons 65 years old and over, percent, 2004
Female persons, percent, 2004
White persons, percent, 2004
High school graduates, percent of persons age 25+, 2000
Bachelor’s degree or higher, pct of persons age 25+, 2000
Homeownership rate, 2000
Median value of owner-occupied housing units, 2000
Per capita money income, 1999
Median household income, 2003
Land area, 2000 (square miles)
Persons per square mile, 2000
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25.3%
16.3%
50.0%
99.1%
78.9%
14.0%
79.1%
$73,400
$15,859
$35,053
795
35.3
Development Groups and Services
The following is a partial list of the various local community chambers of commerce,
tourism councils, and other economic development groups at work in Vernon County and
its county seat, Viroqua.
Tourism, Relocation & Business Development Groups (partial list)
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•
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Vernon County Tourism Council
Kickapoo Valley Association, Inc.
Vernon Trails, Inc.
La Farge Tourist Information
Viroqua Chamber of Commerce/Main Street/Viroqua Partners
Westby Chamber of Commerce and Tourism Information Center
MRRPC
Hill Country Chamber of Commerce
Hill Country Chamber of Commerce
Hillsboro Economic Revitalization Organization (HERO)
Hillsboro Community Development Association
Vernon County Tourism Council
This serves as Vernon County’s over-all tourism-development and marketing arm, and it
publishes such literature as the annual Hidden Valley Tourism Guide, and works with the
various public and private sector organizations with an interest in the county’s tourism
business.
Hillsboro Airport
Presently, the Joshua Sanford Airport in Hillsboro has a 3,200 foot runway. The City is
currently discussing options with the Wisconsin Bureau of Aeronautics to extend the
runway to 5,000 feet to handle large two-engine aircraft and light jets.
Hillsboro Downtown Business District
Hillsboro’s Downtown Business District has three State Highways that pass through it for
excellent exposure to passing traffic. There are several available storefronts for retail
and/or commercial businesses desiring a place to locate.
Hillsboro North Industrial Park
Hillsboro’s North Industrial Park currently has about 13 acres remaining to be developed
out of the original 60 acres. This Industrial Park is home to Whitehall Specialties,
METCO, and Posture Correction Tools, Inc. Two other businesses, Champion House
and Verbsky Properties, LLC, will begin construction in Spring of 2007.
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Hillsboro South Industrial Park
Hillsboro’s South Industrial Park is currently full, but additional adjacent land may
become available in the future. This Industrial Park is home to Kouba Well Drilling,
Kouba Financial Services, Hillsboro Cement Products, Syntec, Prairie Ready Mix, and
Slama Farms. Hillsboro Meats is currently developing an Organic Meat Processing plant
in the Park, to begin construction in 2007.
Salsberry Meadows
This development currently has several condominiums in place, and in 2007 will become
home to a 24-unit assisted living facility constructed by Hillsboro Development
Company, LLC.
Tinkers Bluff
This City-owned development has lots available for sale with utilities in place for $5,000,
in a home is built within one year. There are also a few multi-family lots remaining for
condo or apartment development.
Hillsboro Financial Incentives for Business:
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Tax Increment Financing
Western Wisconsin Technology Zone (Tax Credits)
Vernon County Revolving Loan Fund
USDA 2% Loan Pool (Façade Program)
Hillsboro City Revolving Loan Fund
Hillsboro Community Development Authority
The Hillsboro Community Development Authority is funded to help new business thrive
in the City of Hillsboro. The CDA currently owns several properties in the City,
including two low-income housing developments, a main street business location that is
used as a business incubator, and vacant land where spec building may be erected for
promising new businesses that wish to locate in Hillsboro. The CDA is also actively
involved with local lending institutions and City Hall to encourage business development
in Hillsboro.
Viroqua Partners
The Viroqua Revitalization Association was formed in 1989 to improve the business
district and community life. In August of 1989, Viroqua was honorably chosen as a
Wisconsin Main Street City. On January 1, 1995, The Viroqua Revitalization Association
and the Viroqua Chamber of Commerce joined forces and merged into one organization,
The Viroqua Chamber ~ A Main Street City, also known as the Viroqua Partners.
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The Viroqua Partners is an organization whose goal is to enhance the quality of life of all
citizens. The key to the success of Viroqua’s Main Street Program is its integration of
four areas into a practical city management strategy known as the “Four-Point
Approach.” Organization, Promotion, Design, and Economic Restructuring combine to
work with both the public and private sectors to upgrade the quality of services and
variety of goods offered in the Viroqua area. It will also work to encourage further
growth and economic development of the entire community by promoting industrial
development, tourism, and cooperation with agriculture.
Viroqua Airport
Viroqua has its own airport with a 3,500 ft. runway capable of handling twin-engine
aircraft and smaller planes. Regularly scheduled air passenger service is available only 45
minutes away in La Crosse.
Viroqua Development Association
The Viroqua Development Association is a local organization that works closely with the
city and financing institutions to recruit industry to Viroqua. They offer assistance to
local businesses in need of expansion and attractive incentives, flexible development
plans, and competitive land prices to those looking to relocate to Viroqua’s Industrial
Park.
The VDA, Inc., and the City of Viroqua actively seek new industry and are willing to
offer their assistance. (The VDA, Inc. is a private, not-for-profit corporation with
responsibility for development of the City’s industrial park.)
Viroqua Industrial Park
The city-owned industrial park has 58 acres that remain available (out of 115 acres) for
development. Water, sewer, and electric service are installed to the property line. Streets
are paved with asphalt cement bituminous pavement. Already occupying sites in the park
are Cummins Filtration, Elegant Stone Products, G&F Distributors, NCR, Toman Tool,
Key Ingredients, LLC and VARC.
Viroqua Financial Incentives for Business:
•
•
•
•
•
Tax Increment Financing
Western Wisconsin Technology Zone (Tax Credits)
Vernon County Revolving Loan Fund
Main Street Loan Pool (Facade Program)
Industrial Revenue Bonds
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A Long Agricultural Tradition
Vernon County has always been a rural county with agriculture providing the historical
foundation of the local economy. Some of the most recent and reliable data on the
economic assets of agriculture in Vernon County are captured in the UW Extension 2004
report, “Vernon County Agriculture: Value and economic impact”. The report states:
“Agriculture is an important force in Vernon County. It includes hundreds of
family-owned farms, related businesses and industries that provide equipment,
services and other products farmers need to process, market and deliver food and
fiber to consumers. The production, sales and processing of Vernon County’s
farm products generates employment, economic activity, income and tax
revenue.”
Data from the report include these facts:
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•
Vernon County farmers own and manage the resources on 382,218 acres of land –
75 percent of all land in the county.
Agriculture provides jobs for 3,545 Vernon County residents
Agriculture accounts for $224.2 million in economic activity in the county
Agriculture contributes $70.9 million to the county’s total annual income
Agriculture pays $20.7 million in taxes, a figure that does not include all property
taxes paid to local schools
92.1 percent of all Vernon County farms are owned by individuals or families
1.1 percent are owned by family-owned corporations
0.7 percent are owned by non-family corporations
As demand for tobacco leaf has declined in today’s marketplace, other specialty crops are
beginning to play a role in the local agriculture scene, with grape-growing and its natural
spin-off, wine-making, emerging in the “new” ag economy of the county.
Unique Educational Resources
In addition to excellent public schools in districts and communities throughout Vernon
County, one of the unique aspects of the area is the presence of the Pleasant Ridge
Waldorf School and the Youth Initiative High School, both located in Viroqua and
serving a wide range of families, some of whom have moved to the area primarily
because of these private educational opportunities.
The Wisconsin Technical College System’s Western Technical College campus in
Viroqua provides a full range of job-related courses and programs, and is located in a
building that also serves as a center for many community related activities.
In addition, UW Extension continues its long tradition of offering support and expertise
to the people of Vernon County, not only those engaged in agriculture, but, increasingly,
offering access to wide range of new business development support and start-up services
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for the growing entrepreneurial marketplace. With its four-year campus in LaCrosse and
its two-year campus in Richland Center, the University of Wisconsin System provides a
full range of academic research and knowledge that can be tapped into for local needs.
Access to Extraordinary Health Care
Vernon Memorial Healthcare includes Vernon Memorial Hospital, located in Viroqua in
the center of Vernon County, a critical access hospital with 25 beds, and its five area
clinics – Bland, Hirsch, LaFarge, Kickapoo, and Outpatient. Established in 1951, this
healthcare organization is prospering and expanding as its service area grows.
VMH has a full range of services from kidney dialysis to physical therapy to a 24-hour
emergency department, an After Hours Clinic, comprehensive imaging services, cardiopulmonary testing and rehabilitation, and much more.
VMH continues to serve its growing population at the same time it maintains its financial
stability. In an era of healthcare crisis, this facility is financially stable.
New state-of –the-art surgery suites were opened early in 2004 in the hospital. A new
surgeon joined the surgery staff. Currently, an orthopedic surgeon, and three general
surgeons operate in the new suites.
VMH opened a four story, 127,000-square-foot Medical Office Building in 2006, which
is physically part of the hospital. This building will enhance and consolidate medical
services at VMH. Affiliations with Gundersen Lutheran Healthcare in LaCrosse, and,
with their clinic in Viroqua, as well as access to the medical and health expertise of
Franciscan-Skemp Hospital in LaCrosse, and its affiliation with world-famous Mayo
Clinic, further add to the county’s outstanding health care capabilities.
VMH is a unique rural healthcare system. In a time of huge organizations and the depersonalization of patient care, this moderate-sized organization offers meaningful
provider-patient relations in a totally modern setting. A high-level of care is the standard
at VMH. Providers and staff are as dedicated as they are professional. VMH’s patients
give it high marks in every category of care. Its employees often have long tenures, and
VMH is one of the leading – and growing – employers in the county.
In addition, St. Joseph’s Hospital in Hillsboro also provides outstanding health and
medical services in the area.
Vernon County Attractions
No discussion of the county’s natural assets and attributes can ignore the many natural
and recreational resources available for local residents as well as for the growing tourism
industry. The following information, drawn from the Discover Wisconsin web site for
Vernon County, presents a full picture of the county’s considerable attractions:
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“Bordered by the Mississippi River, Vernon County is in the heart of Wisconsin’s
grand coulee country. From historic river towns on the west to Hillsboro, Vernon
County is a land of spectacular beauty; great rivers, lakes and streams, towering
bluffs, rolling contour-planted hills, picturesque farmsteads, diverse ethnic
population centers, and year-round recreational opportunities.
“Vernon County is rich in history, with ethnic communities proudly preserving
and celebrating their European traditions. The homes and churches their pioneer
ancestors built are well preserved and many are still in use. Ethnic festivals
celebrate their diverse heritage with music, dancing and foods from the old
country. Amish families offer the fruits of their labor; furniture, crafts, baked
goods, jams, preserves, and agricultural products made in the old world tradition.
Area museums bring the past alive with living and static exhibits, interpretive
tours and extensive photo and artifact collections.
“Vernon County’s historic past is reflected in its well-preserved architectural
treasures, churches, homes, log buildings, river front inns, farm and commercial
buildings listed in the National Register of Historic Places.
“Vernon County is crisscrossed by miles and miles of trails for hiking, bicycling,
snowmobiling, horseback riding and cross-country skiing. County bike trails,
along with the Hillsboro State Trail, join the Elroy-Sparta and 400 Trails; and, the
county’s snowmobile trails are linked to thousands of miles of trails throughout
the state. Area parks, nature centers and recreation areas offer just about every
kind of outdoor activity imaginable: rock-climbing, swimming, boating, hunting,
fishing, boating, canoeing, wildlife observation, golfing, tennis, hiking, sailing,
horseback riding, snowmobiling, downhill skiing, cross-country skiing,
snowboarding, ice-fishing, ATVing, and more.
“The Kickapoo, Wisconsin’s “crookedest” river, the West Fork, two branches of
the Bad Axe River, and Coon Creek all run through Vernon County; and the
Mississippi runs along the county’s west coast. All provide boating, canoeing and
kayaking fun. Area resorts and outfitters rent boats, motors, canoes, kayaks,
sailboards, jet skis, and provide guide and shuttle services. Boat ramps spotted
along the county’s riverbank provide access to the Mississippi River.
“Good food and thoughtful service are the hallmarks of Vernon County’s supper
clubs, family restaurants, dining rooms and fast food outlets. Whatever your
pleasure you won’t be disappointed here. Area foods include pub burgers with
special sauce and fries, Czech Jiternice or Hospinia, acclaimed Italian cuisine,
authentic Mexican offerings, fresh fish specials, Norwegian home cooking or
Continental delicacies served in an historic 18th century dining room.
“After enjoying Vernon County’s attractions and activities, visitors have a variety
of great lodging accommodations to choose from, including camping out under
the stars on a Mississippi River sandbar or in a full-service RV Campground,
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luxuriating in one of several historic bed and breakfast inns, spending a week or a
month in a housekeeping resort cottage, a rustic log cabin in the woods, a fullservice hotel/motel or a houseboat cottage on the Mississippi.
“Vernon County is world apart, but only hours away from Minneapolis/St. Paul,
Madison or Milwaukee and only a half-day’s drive from Chicago. It’s one of
Wisconsin’s best-kept and most remembered vacation secrets.”
Entertainment Venues
Cesky Den in Hillsboro
A celebration held each year in June at the Hillsboro Firemen’s Park, to remember the
heritage given to us by those sturdy pioneers who first sought a better life for themselves
and for those of us to follow by venturing into a new and unknown land.
Charity Tractor Pull in Hillsboro
An annual tractor pull in July at Hillsboro Firemen’s Park. All proceeds are used to
benefit needy families.
Labor Day Celebration in Hillsboro
An annual event which includes a carnival, parade, demolition derby, and softball
tournaments.
Vernon County Fairgrounds
Each September, the county fair attracts thousands from Vernon County and beyond to
what is the oldest county fair in Wisconsin, and which in 2006 marked its 150
anniversary. The Fairgrounds also provide venues for other community outreach and
activities during the year.
Temple Theatre
In 1993, the historic Temple Theater in downtown Viroqua was threatened by the
demolition ball. In 1995, hundreds of hours were spent to restore the theater and soon, the
historic structure’s marquee was brightly flashing once again. In 1996, the city held a
Sesquicentennial Pageant and filled the house to capacity. Other live performances,
including jazz concerts and film festivals, pack the house as well. In 2002 the
community celebrated by cutting the ribbon of the Temple Theatre’s $1.6 million dollar
restoration.
And, many area festivals and events…such as
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Viroqua Wild West Days, Westby Syttende Mae, Viola Horse & Colt Show, Kickapoo
Valley Reserve events at LaFarge, Kickapoo Valley Fair, Readstown and
Stoddard/Bergen Labor Day Celebrations, Westby International Ski Jump, etc., etc.
Museums and Historic Sites
Vernon County Museum
410 S. Center St., Viroqua
Operated by the Vernon County Historical Society, the Museum preserves the ethnic
heritage and history of the area with fascinating displays of artifacts used by the earliest
native occupants, European explorers, fur traders, lumber barons and agricultural
pioneers. The Society’s exhaustive archives include photographs, records, publications
and an excellent genealogy department. Open Winter: Tuesday, Wednesday & Thursday
12 pm – 4 pm. Summer: 12 pm – 4 pm everyday except Monday.
Sherry-Butt House
795 N. Main St., Viroqua
An impressive 19th century mansion, this fully restored home of a Civil War Colonel and
his family is furnished as it was in the late 1800’s.
Battle Island and Blackhawk’s Retreat
Vernon County
In 1831, by U.S. Government agreement, a band of Sauk people led by Black Hawk were
removed from their traditional planting ground east of the Mississippi to their fall and
winter hunting grounds west of the Mississippi. When Black Hawk’s people returned to
Illinois to plant their crops in the spring of 1832, U.S. troops under the command of
General Henry Atkinson were ordered to drive the Sauk back across the river. Chased by
the federal militia, Black Hawk led his people north to Madison, through Sauk and
Crawford Counties into southern Vernon County on his way back to the Mississippi.
Black Hawk’s people never made it back to their new home. The trail ended on “Battle
island’, now part of Blackhawk State Park, where the entire band fell to Atkinson’s
Army. Black Hawk’s route is marked by six historic markers on State Highway 27 just
before it enters Vernon County, State Highway 82 West from Fargo to Redmound,
County Highway UU between Redmound and Victory, south on State Highway 35, from
Victory to Black Hawk State Park; and on Battle Island in the Mississippi River, where it
ended.
Hillsboro Historical Society Museum and Log Cabin
Albert Field Memorial Park, Hillsboro
In the mid-1800’s Czechs, mostly from Bohemia, immigrated to the town of Hillsboro,
bringing a European heritage and traditions that are preserved and displayed here, in the
“Czech Capital of Wisconsin”, the Czech Museum located in Yuba, and the “painted
Forest” Mural in Valton, just 15 minutes south of Hillsboro.
Coon Prairie Church
Westby
17
Settled by Norwegian immigrants in the 19th century, Westby’s heritage is reflected in its
National Historic site, the Country Coon Prairie Church, the first Lutheran Church
constructed in Western Wisconsin.
Many Lodging Choices
B&Bs, Inns, Hotels, and Motels
Parks and Nature Centers
Kickapoo Valley Reserve
Vernon County
One of the most beautiful areas in the Midwest is the Kickapoo Valley Reserve, an 8,569
acre tract of land located between the villages of La Farge and Ontario in Vernon County.
In the Kickapoo Valley Reserve, you’ll be amazed by the beauty of the masses of spring
wildflowers and dense greenery through mid-summer and by the brilliant colors of
hardwood timber in autumn. The Reserve offers a variety of fantastic recreation: fishing
and hunting; horseback, biking, hiking and snowmobile trails; cross-country skiing and
snowshoeing; camping and canoeing. Motorized vehicles are not allowed on the Reserve
trails (except for snowmobiles – in season). Horseback and biking trails are open May 1 –
November 15. Hiking is available year round. All visitors are required to purchase a
permit.
Thrune Nature Center and
Helga Gundersen Arboretum
Norsekedalen, Cty. Hwy. PI, Coon Valley
The natural heritage program at Norskedalen has its headquarters at the Thrune Nature
Center, a 350-acre facility used for nature classes designed for school age children. The
Center’s Helga Gundersen Arboretum features more than five miles of walking trails,
springs, Poplar Creek and Gunderson Pond all restored and preserved as they were when
the Norwegian settlers arrived here in the mid 19th century.
Wildcat Mountain State Park
Ontario
Canoeing on the winding Kickapoo River, camping and horseback riding for those who
bring their own horses, spectacular scenery, and abundant wildlife highlight the
attractions of this pristine playground. Campgrounds with full amenities are available for
campers with and without horses. An observation point high on the mountain overlooks
the Village of Ontario and the meandering Kickapoo Valley.
Black Hawk Park
De Soto
Majestic Bald Eagles swoop and soar as barges, riverboats and pleasure craft ply up and
down the great Mississippi River, past Battle Island where Black Hawk’s tragic
adventure is memorialized in this park that bears his name. Here, fish and waterfowl
18
abound, deer cautiously wade and otters play in the backwaters bounded by the park. The
park offers camping, canoe, boat and motor rentals, backwater flat bottom rides,
launching and docking facilities, tackle and bait, camping supplies and groceries.
Albert Field Memorial Park
Hillsboro
Open Sunday afternoons all summer, the park’s displays take you back to early days of
the area. The park offers individual picnic sites, a playground, and a group shelter.
Valentine Park
Hillsboro
The park offers individual picnic sites, a playground, and a group shelter.
Field Veterans Memorial Park & Lake
Hillsboro
Amid the names of local veterans who served with honor are reminders of the freedoms
they fought for. The park provides covered shelters, a gazebo, picnic areas, and a boat
launch.
Cheyenne Settlers Heritage Park
Hillsboro
This park commemorates the important influence that early African-American settlers
had in this part of Wisconsin. The park provides picnicking and fishing opportunities.
Upper Mississippi River National Wildlife and Fish Refuge
Mississippi River, Onalaska
With more than three million people annually who come to fish, boat, hike, bird watch,
hunt, sightsee or just relax, the Upper Mississippi River National Wildlife and Fish
Refuge is one of the country’s largest and most visited refuges! Established in 1924, the
200,000-acre, 260-mile-long Upper Mississippi refuge features more than 265 bird
species, 57 species of mammals, 35 species of reptiles and amphibians, and over 100
species of fish. No wonder this refuge is a nature-lovers wonderland! Special attractions
along the La Crosse county shore of the river include boat and canoe rentals, the Long
Lake and Goose Island canoe trails, with observation points at major pull-offs denoted by
interpretive refuge signs. Displays of refuge wildlife are found at the US Fish and
Wildlife Service visitors’ center, located at 555 Lester Ave. in Onalaska. Open Monday –
Friday 7:30 a.m. – 4:00 p.m.
River Trails
Vernon County
Wisconsin’s “crookedest” river, the gentle Kickapoo, meanders through Vernon County
from Ontario south, joined by the West Fork River above Readstown, continuing its
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southerly journey across the corner of Richland County, to the southern border of
Crawford County where it joins the Wisconsin River which joins the mighty Mississippi
at Prairie du Chien. Coon Creek flows through the northwestern third of Vernon County
and joins the Mississippi at Stoddard; and the North and South Forks of the Bad Axe
River flow westerly to the Mississippi north of Black Hawk Park and south of Lock and
Dam #8. The county’s streams and rivers flow for more than a hundred miles through the
unchallenged natural beauty of deep-cut gorges, tree-topped bluffs, undulating, terraced
farmland surrounded by gently rising wooded hills, under forest canopies through
shadowy glens. Local outfitters rent canoes and kayaks, provide guides, maps and shuttle
services.
In addition to this list of resources, Vernon County has four County Parks and two
County Forests.
Sidie Hollow County Park
A 520-acre tract of land, located three miles west of Viroqua on County Road XX. Sidie
Hollow Park offers camping, hiking, picnicking, and fishing.
Jersey Valley County Park
A 370-acre tract of land, located three miles north of Westby on County Road X. Like
Sidie Hollow Lake, the 56-acre Jersey Valley Lake is part of a Flood Control project. In
2005, Jersey Valley Lake was drawn down so that very little water remained behind the
dam. The County hopes to begin refilling the dam in 2008, pending resolution of the
several options available to repair the dam.
Esofea-Rentz Memorial County Park
A 56-acre tract of land and is located 9 miles northwest of Viroqua, just off of County
Road B. Fishing is available in any of the five ponds, or along the North Fork of the Bad
Axe River, which borders Esofea Park. This section of the Bad Axe River has had recent
trout habitat improvement work done on it.
Blackhawk County Park
A two-acre site, located between DeSoto and Genoa in Wheatland Township just off
State Highway 35 along the Mississippi River on County Road BI. The park is three
miles north of De Soto, WI, and 30 miles south of La Crosse, Wisconsin. The county
property joins the US Army Corps of Engineers Blackhawk Park directly to the north and
right before the federal park entrance. The Corps of Engineers park has a campground
that offers 150 campsites and plenty of water-based outdoor recreation.
Runge Hollow Lake
Located on County Road “Y” in the Town of Jefferson, the lake has a fishing pier and a
boat ramp for public use, and only electric motors are allowed on the lake
The Duck Egg County Forest
A 707-acre tract of land located 10 miles west of Viroqua on Irish Ridge Road, just off of
County Road Y.
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The Kooyumjian-Lost Creek County Forest
A 120-acre tract of land located on Pine Avenue in Union Township, this site is between
the towns of Lafarge and Hillsboro is just off State Highway 82.
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Appendix D: Economic Status
The Wisconsin Office of Economic Advisors in the Department of Workforce
Development has made available its 2006 report detailing Vernon County’s economic
status as of year-end 2005. The data is this report, as well as data from the Wisconsin
Department of Tourism detailing traveler expenditures in Vernon County through 2005,
provide a number of measurements that are helpful in analyzing where the county is
today, identifying the county’s needs regarding economic well-being, and suggesting
strategies to achieve the mission for growth and prosperity over time.
In addition to the previous section of this plan, in which the many assets and attributes of
the county are listed in some detail as a way of describing Vernon County in the early
years of the 21st Century, there are several characteristics of the county’s economy that
need to be studied in more detail:
•
•
•
•
•
Population Changes and Trends
Employers and Industries
Jobs and Wages
Per Capita Personal Income
Travel Expenditures
Measurement #1: Population Changes and Trends
The OEA Report reads: “Vernon County’s population increased at the same rate as the
State of Wisconsin between 2000 and 2006. However, the growth rate for the state and
county were both a bit lower than the national average, which was 4.0 percent for the
period. Since 2000, the county has grown by 1,133 residents.
“Population projections for the period 2000 to 2020 indicate that the county’s population
will be slightly faster than that of the state, but will fall short of the nation’s rate of
growth. The overall growth rate for the county between 2000 and 2020 is projected to be
15.6 percent, compared to 13.9 percent for the state and 19.3 percent for the nation.”
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Figure One
In addition to a steady growth in population, which itself assumes and points to the need
for the creation of new jobs, Vernon County is expected to experience an interesting
juncture of age groups over the period from 2005 to 2030, the OEA Report states. The
following bar chart forecasts a flattening out of the number of 18-year-olds in the county,
against a steadily-increasing number of 65-year-olds, with these two age groups
intersecting after 2020.
Note: The Wisconsin Department of Administration has estimated population increases
in the City of Hillsboro (as opposed to the modest decline in the chart above). A recent
report prepared for the City of Hillsboro estimates 2006 population at 1,419.
Figure Two
One of the observations that may be made about this data is that over the coming years
the county will experience a downturn in the actual number of young people available for
23
entry-level jobs that require at least a high school education, and is already experiencing
growth in the number of seniors who in general may have no interest in the local job
market but can be an important source of spending and investment in the county, as well
as bring considerable experience and mentoring skills and volunteer support to the
county’s wide range of needs and activities.
The other population growth trend reflected in all data is the fact that the people in the
“Baby Boomer Generation” are fast approaching retirement age, which presents Vernon
County – and countless other areas looking to attract retiree investment – with an
extraordinary opportunity to leverage its beautiful landscape, low cost of land and real
estate, and availability of key services such as health care, recreational opportunities, and
social networking with others from the same generation.
The following observation was made in an article titled, “Preparing for Baby Boomer
Retirement” and published in Chief Learning Officer, a web site focused on solutions for
enterprise productivity, by James J. L’Allier and Kenneth Kolosh in June, 2005:
“Just as the baby boomers have impacted every other age group they have moved
through, they are about to reinvent what it means to be old. Baby boomers have
the resources and soon will have the extra time to kick off a discretionary
spending spree the likes of which the world has never seen. As pointed out by
Ken Dychtwald of Age Wave, the 50-and-older group currently earns almost $2
trillion in annual income, controls more than $7 trillion in wealth, owns 77
percent of all financial assets in America and represents 50 percent of all
discretionary spending power. This prime business motivator must be factored
into any strategic plan as it is directly related to new sources of revenue.”
Considering its assets and attributes, Vernon County is well positioned take advantage of
the economic growth opportunity presented by the impending tidal wave of retirees, by
positioning itself as a place where people retiring from careers in major metropolitan
areas in Wisconsin and beyond will want to move to, buy land, build new homes, pay
taxes, spend their money, and place very little demands on the existing infrastructure.
Measurement #2: Employers and Industries
Vernon County’s roster of both public and private sector employers is presented in the
following chart from the OEA Report.
24
Figure Three
Taking into account that the data in this chart may not fully or accurately reflect the
employment picture at some establishments, it is nonetheless apparent that Vernon
County would benefit from the addition of more companies providing greater numbers of
employment opportunities, as well as more companies offering above-average
compensation.
Figure Four below presents a picture, in part, of the main industries represented in
Vernon County as of 2005.
Figure Four
Even taking into account the absence of data on employment in several categories, it is
apparent that there are sectors of the economy that are not well represented in the county,
including such areas as manufacturing, transportation, telecommunications, etc. In
addition, it is apparent that the employment in Vernon County skews heavily toward
25
education, health, medical, and social services, which is a reflection of the demographics
of the county population and of the nation’s increasing service-driven economy.
This chart in particular can be useful in identifying industry sectors and businesses that
can be additive to the county economy.
Measurement #3: Jobs and Wages
The OEA Report presents useful data on the Vernon County labor force that goes beyond
the fact that the county’s unemployment rate was a modest 4.5 percent in 2005, in line
with both state and national unemployment rates.
Figure Five below presents data on the county’s civilian labor force over the five-year
period of 2001-05. It is interesting to note in this data that there has been a slight Bell
Curve in the number of people employed over this period, peaking in 2003 and in decline
in the following years, which on the surface, may suggest a decline in either jobs or
employers, or both, over the period.
Figure Five
Figure Six below presents trend data on total payroll jobs in the county in 2005,
compared with the same data over a five-year period. This data raises the question as to
why payroll jobs in the county trend upward through the year to early summer and then
fall off dramatically until rising again through the fourth quarter.
Figure Six
26
Figure Seven below presents data on average annual wages paid by industry in 2005 in
Vernon County, including comparisons with Wisconsin state averages. This data clearly
indicates that, on an industry sector basis, Vernon County employees are being paid less
than the state average in almost all categories, and frequently by a significant margin.
Across the board in all industries, Vernon County wages are lower than the state average
by 30.8 percent. This does not appear to be a circumstance that only applies in Vernon
County. In Crawford County, according to the OEA Report data, the margin of
difference in all industries is 30.1 percent.
Figure Seven
Figure Eight below combines and compares the number of jobs as a percent of total
employment in the county by industry sector in 2005, and the payroll for those jobs as a
percent of total payroll.
27
Figure Eight
The OEA Report summarizes this collection of data regarding the county’s jobs and
wages:
“Average wages in Vernon County were at 69.2 percent of the statewide average in 2005
and average wages in all of the county’s industry sectors were below the state average
wages except for natural resources…
“Professional and business services had the highest average wage of all industries at
$38,881, at 86.2 percent of the state’s average. Second highest annual wages were in the
Information industry at $31,199. Although professional and business services had the
highest average wages in the county, it provided only 2.9 percent of total employment in
the county.
“The lion’s share of total jobs and wages in Vernon County is provided by the education
and health services industry. This industry group provides more than one-third of all of
the jobs in the county, and over 35 percent of all wages paid in the county. Wages paid
by this industry group to workers in Vernon County totaled $68.1 million.
“The industry providing the second largest share of total jobs and wages in the county is
the trade, transportation and utilities industry, although that total share declined in 2005.
In 2004, this industry provided 27.1 percent of the county’s wages, compared to 22.3
percent in 2005.
“Total wages and jobs in Vernon’s manufacturing industry in 2005 increased, but the
average annual wage for an individual fell by $1,333 in 2005. Manufacturing jobs
accounted for 10.6 percent of all county employment and 12.6 percent of total wages in
2005, up from 8.7 percent and 11.2 percent, respectfully, in 2004.
28
“The lower wages in the leisure and other services industries is related to the higher
percentages of entry-level, part-time and seasonal jobs present in those industries.”
Measurement #4: Per Capita Personal Income
A fourth key indicator of economic strength is the standard measurement for personal
income, which is frequently used as the baseline assessment of how all individuals in a
population are, on average, faring in the current economy, as well as a reliable barometer
of overall economic well-being. There are two ways to present this data, first on the basis
of total personal income, and the second on the basis of per capita personal income.
Figure Nine below combines these two measurements into one graph
Figure Nine
In regard to the Total Personal Income (TPI) data above, it is clear that as the population
of Vernon County has increased in a time when the national economy has generally been
regarded as expanding at least on a macro-economic level, the amount of personal
income has increased from $522,106 in 1999 to $654,093 in 2004, for a five-year growth
rate of 23.6 percent. Over the same five-year period, TPI in Wisconsin has increased by
slightly less, 22.3 percent, while the national totals have grown by 24.5 percent.
29
Clearly, on a macro level, Vernon County is maintaining a healthy growth rate in total
personal income in line with both state and national levels.
Looking at the other indicator, Per Capital Personal Income (PCPI), Vernon County’s
growth has outstripped both state and national growth rates over the same five-year
period. PCPI in the county has increased at a rate of 20.6 percent, from $18,636 in 1999
to $22,479 in 2004.
The key issue brought forward in this data is not the good news that the growth rates have
been consistent with state and national levels, but rather the fact that per capita personal
income in Vernon County is well below both state and national averages. In 2004, the
$22,479 PCPI in Vernon County was $9,687 below the Wisconsin state average, and
$10,571 behind the national average, putting Vernon County near the bottom of all of
Wisconsin’s counties in terms of per capita income.
Measurement #5: Travel Expenditures
As one of Wisconsin’s many counties with strong inducements and attractions for
traveler expenditures, Vernon County has a stake in the extent to which it is getting its
full share of the tourism dollar. There are scores of individual attractions and local
communities that appeal to the tourism market, based on their respective attributes, with
special emphasis on the county’s location in the heart of the Driftless Area, amid the
county’s beautiful landscape of hidden valleys and many resources for outdoor-oriented
enthusiasts.
Figure Ten below presents current data from the Wisconsin Department of Tourism’s
Research Report, “2005 Economic Impact of Traveler Expenditures”. The data in the
figure is taken from the county by county spreadsheets in the 2005 report, and focuses on
traveler expenditures over the period from 1994 to 2005.
30
Figure Ten
Traveler Expenditures, 1994-2005
(Millions)
60
50
40
Vernon
30
Crawford
20
10
0
1994
1996
1998
2000
2002
2004
While Crawford County has consistently led Vernon County in expenditures over this 12year period, it is apparent that both counties – as well as other counties in the state – have
seen increased tourism as a reflection of the increase in leisure time in American society,
plus myriad other factors that are contributing to growth in this important sector of the
state and local economy.
Total traveler expenditures in Vernon County in 2005 were approximately $41.7 million,
with the vast majority of expenditures for goods and services and the businesses that
provide them. By comparison, Crawford County’s total traveler expenditures in 2005
were approximately $50.4 million, ranking Vernon and Crawford 58th and 53rd,
respectfully, among all Wisconsin counties. By way of further comparison, the top ten
counties in the state in terms of traveler expenditures in 2005 were Milwaukee ($1.5
billion), Sauk ($1.1 billion), Dane ($1.0 billion), Waukesha ($620 million), Brown ($476
million), Walworth ($409 million), Door ($399 million), Outegamie ($321.6. million),
Sheboygan ($283.5 million), and Rock ($257.1 million). LaCrosse County ranked 17th
with approximately $205.2 million.
Tourism spending in Vernon County, while far behind spending in other areas of the state
for what are many obvious and apparent reasons but also due to effective and coordinated
marketing, has roughly doubled in the last 10 years. If this growth trend continues (and
there is little at this time to suggest it won’t), Vernon County may reasonably expect to
see travel expenditures reach the $80-million mark in the year 2014, with no additional
efforts or expenditures to market the county’s tourism appeal beyond current activities.
This would suggest that virtually any additional effort may be expected to speed up the
rate of growth in traveler expenditures. Given the fact that tourism in Vernon County is
now largely marketed in a highly diverse manner with little coordination of all elements
of the sector and their respective resources, this data would further suggest that some
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measure of an over-all, coordinated marketing program could pay increased dividends to
the companies serving the tourism sector, as well as to the county as a whole in terms of
jobs and incremental growth in overall income.
Figure Eleven below presents some basic data from the same Wisconsin Department of
Tourism Economic Impact Report in 2005, this focused on two areas of the economy that
benefit from tourism: jobs and local revenues.
Figure Eleven
(All $$ in Millions)
Economic Impact of Traveler Expenditures: 2004 and 2005
Counties
Vernon
Expenditures
2004
$41.6
2005
$41.7
$49.9
$50.4
Crawford
FTE Jobs
2004
2005
1,097
1,067
1,316
Local Revenues
2004
2005
$1.8
$1.8
1,290
$2.2
$2.2
As an area of significant growth opportunity, tourism income is well known as a source
of employment, albeit jobs that trend toward minimum wage, and tip-dependent service
positions. Another way to evaluate the importance of tourism spending to the county is
to relate total annual travel expenditures to the total population, and project what effect
tourism has on a per capita basis.
Figure Twelve below summarizes the relationship of travel expenditures to the per capita
personal income of Vernon and several other Wisconsin counties.
Figure Twelve
Relationship of 2005 Travel Expenditures
To Individual County PCPI
14,000
12,000
10,000
8,000
Expenditure per capita
6,000
4,000
2,000
0
Vernon
LaCrosse
Crawford
Monroe
Richland
32
Juneau
Oneida
Door
County Populations*
• Vernon:
29,189
• La Crosse: 110,128
• Crawford:
17,493
• Monroe:
43,069
Richland:
Juneau:
Oneida:
Door:
18,061
26,656
38,073
29,299
Source: Demographic Services Center, Wisconsin Department of Administration, October, 2005
Among the interesting data in this chart is the fact that while Vernon and Door counties
have roughly the same full-time populations, the success of the Door County tourism
marketing efforts over the years has produced an enormous positive effect on that
county’s per capita personal income. Although Door and Vernon counties bear little in
common besides their comparable populations, the point is that the marketing of a
county’s assets and attractions to the expanding tourism sector of the economy is clearly
a good investment.
33
Appendix E: Competitive Status
Given the county’s current economic status and apparent needs, it is useful to identify the
county’s strengths, weaknesses, opportunities and threats as the basis for evaluating the
county’s competitive status. This assessment will suggest which strategic objectives may
be pursued with the highest potential for success in addressing the county’s needs.
The intersection of “strengths” with current “opportunities” in particular is helpful in this
regard, while an understanding of current “weaknesses” and prevailing “threats” will be
useful in avoiding strategies that have little or limited chance of success in today’s
competitive marketplace, or areas that can be overcome over time.
Figure Thirteen
Vernon County’s Competitive Status
STRENGTHS
WEAKNESSES
Beautiful landscape
Low levels of awareness among key audiences
(tourists, site selection experts)
Plentiful amount of land/real estate at attractive
prices
Absence of a collaborative effort to support the
county’s economic growth interests
Excellent regional library system
Tax rates that are higher than in other states
Plentiful special interest and support groups
Recreational opportunities
OPPORTUNITIES
Cultural opportunities
Baby boomer/retirees ready to relocate and reinvest
Low crime rate
Quality health care
Continued expansion of national/regional
economy
Industrial development parks
Wisconsin’s infrastructure for entrepreneurism
General aviation airport(s)
Quality educational options
IT/Internet services
THREATS
Potential for obtaining TIF/tax incentives
Aggressive marketing by other Wisconsin
counties/areas
Competitive utility rates
______________________________________________________________________
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Appendix F: Observations
Assets and Attributes
Vernon County today is a rural Wisconsin county with a long and deep
agricultural tradition, which contributes to the area economy in significant ways,
and sustains a quality of life and an appreciation for the land and the environment
that is so much a part of the people who live, work and play here.
It is also a place blessed with a natural landscape and wide range of resources and
activities and events (including such popular attractions as the Vernon County
Fair that in 2006 marked its 150th anniversary as the state’s oldest county fair),
Wild West Days in Viroqua, the Snowflake Ski Jump Tournament near Westby,
and many others too numerous to mention here. Fly-fishing on the county’s
numerous cold spring streams and its world-famous West Fork (listed among the
top 100 trout streams in America) draws legions of trout fishermen to the county.
The county has many assets, attributes and attractions that are already used by
residents of the area, as well as many people who travel to Vernon County from
many places in Wisconsin, the Upper Midwest and beyond. These assets include
extraordinary educational and health care services that are of particular
importance to a growing and increasingly older-aged population.
Perhaps most striking, next to the long list of resources and assets of the county, is
the fact that there are many different organizations in the county that are each in
their own way working to promote economic growth in the county, from
industrial development to increases in tourism spending. It is apparent that these
organizations tend to follow their own respective missions and agendas, and there
is an absence of collaborative efforts by these groups for the over-all good of
Vernon County.
In today’s web-based information environment, the fact is that there is not a single
web site serving all of the economic interests of Vernon County. This fact is
doubtlessly hurting the county’s ability to make contact with and serve the
information needs of today’s marketplace, in all of its variety of interests, and in
spite of the efforts and success of many of the various individual entities in the
county.
As awareness and usage of the county’s resources and assets grows --either
naturally as part of the growing tourism industry or as a result of more pro-active
efforts on the part of Vernon County organizations and businesses -- it is
important to note that economic development strategies need to focus on ways to
support that growth without the always dangerous consequence of increased
traffic, and other usage-pressures that can lead to the deterioration of the very
assets that lie at the core of the county and its quality of life.
35
It is a fine line and delicate balance, calling for the thoughtful leadership and
management in the growth of Vernon County in the coming years.
Economic Status
Vernon County is already experiencing changes in the county’s growing
population that need to be understood and made use of, especially in the area of
an upward trend in the number of people 65 and older
Vernon County needs to increase its overall employment opportunities, reversing
the current downward trend in jobs
Vernon County needs to attract businesses and stimulate job growth, particularly
in industry sectors with payrolls that are closer to state averages, and pay special
attention to sectors of the 21st Century economy that are growing and are not yet
represented in Vernon County
Vernon County needs to find ways to increase the overall incomes of its citizens,
as measured by Per Capita Personal Income, and in particular close the current
gap between average PCPI in the county and the PCPI of Wisconsin and the
nation.
Vernon County needs to make better use of its considerable natural attributes and
recreational opportunities to attract greater levels of traveler expenditures on those
assets, and do so in ways that are consistent with the area’s rural beauty and
general quality of life
Vernon County needs to take advantage of the opportunity to attract its share of
the huge numbers of retirees looking to resettle, reinvest, and reinvent themselves,
as part of the phenomenon on the tide of Baby Boomers already arriving at
retirement age.
Competitive Status
Vernon County is blessed with many strengths, each of them a story that needs
telling to potential visitors, business executives, investors and the growing
number of baby boomers reaching retirement age
The core weakness of the county is that it is not as well-known or used as other
parts of the state or the region.
The essential opportunity facing the county is that the marketplace is growing and
in many ways may be looking for a place like Vernon County to visit, to live in,
to invest in, and to build a life in.
36
The main threat to Vernon County is time and the degree to which other areas of
the state and region are more advanced and aggressive in their efforts to present
their own attributes to the marketplace.
37
Appendix G: Business Plan in Detail
Objectives
The objectives set forth in this plan are set in the context of the county’s assets and
attractions, and are in direct relationship to the economic needs of Vernon County, and
are also within the areas of opportunity suggested by the county’s competitive status and
its long list of strengths in the face of weaknesses, opportunities and threats.
There are several quantifications of the county’s economy that can be examined as the
basis for establishing specific, measurable economic growth objectives over time.
Vernon County has the second lowest average per capita income among
Wisconsin counties
Vernon County’s industry sector payrolls averaging well under state averages
Vernon County has a relatively small number of businesses in growth sectors of
the economy with potential to provide higher-paying jobs
Vernon County ranks 58th among all Wisconsin counties in tourism, but
nonetheless on a trend to double in the next 10 years
Of all the possible measurements of progress in the economy, the most reliable is Per
Capita Personal Income (PCPI), a barometer that applies universally within the county
and is a reliable measurement of progress for all people in the county as well as a tool to
evaluate the county’s economic progress within the State of Wisconsin and the United
States.
Other measurements tend to be secondary to per capita income growth, and in many ways
contribute to it. This plan therefore establishes the following objectives.
Objectives
VEDA’s objectives are to stimulate Vernon County’s economy, and support the growth
of business and tourism activities while preserving the quality of life for all those who
choose to live here.
VEDA will measure its progress in achieving these objectives through such criteria as:
Increases in the number of companies and jobs
Increases in the average household income and per capita personal income
Increases in the level of annual tourism spending
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Increases in average sale prices for both land and developed real estate
Areas of Strategic Focus
Human Capital: Identifying needs and opportunities in the changing
demographics of the county’s population and educational and experience levels of
the labor pool
Agricultural Changes: Reflecting the county’s longstanding agricultural economy
and the various changes occurring in it
Opportunities in Tourism: Building on the county’s many recreational and tourist
assets to increase traveler expenditures, without detracting from the natural beauty
of the environment
Traditional and Complementary Health Care: Recognizing the changing
demographics of a aging population and the range of health services available to
serve this need
Businesses and Manufacturers: Working with existing businesses, attracting new
companies and addressing the opportunities posed by a growth in entrepreneurism
Target Markets
The marketplace of business growth and entrepreneurial activity in Vernon
County in order to create more and better-paying jobs
The marketplace of travel and tourism in Wisconsin and beyond, with emphasis
on low-impact tourism that maintains the county’s environment and quality of life
The marketplace of retirees looking for a new place to re-invest their accumulated
wealth in real estate and contribute to the local economy through expenditures on
goods and services
Strategic Action Steps
Action Step One:
Create a new VEDA Office for Economic Growth
Using available resources, establish a new VEDA office under the direction and
governance of the VEDA Board of Directors.
Begin the search for an executive to direct and manage the VEDA office as a new
“front door” that collects in one place information and links to all of the county’s
many assets and organizations, and serves as a customer-friendly means to
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respond to the information needs of individuals in the following three targeted
areas of economic opportunity and growth:
1. Services for Business and Entrepreneurism
Conduct outreach and response to business executives considering growth and
relocation decisions, site selection advisors, and investors in new business startups, foster the retention and expansion of existing businesses, assist and
encourage the relocation of out of the area businesses to the county, and
encourage entrepreneurship and the development of new businesses
2. Resources for Tourism
Conduct outreach and response to people interested in low impact “silent sports”
that are consistent with the county’s rural landscape, as well as the current stream
of tourists already using the county’s resources and assets
3. Opportunities for Retirees and Others Considering Relocation
Conduct outreach and response to potential retirees and others looking for a new
affordable place for personal re-invention and outstanding quality of life, coupled
with potential for community involvement and volunteer work.
Once sufficient funds are committed and in place to support the position for at
least the first year, hire a person who can fill the requirements of the position, and
be the point person and driving force of VEDA’s economic growth strategy.
1. The person will focus on completing creation of the new web site and populating
it with a full range of information and resource links of interest to business
executives, tourists, and retirees.
2. The executive will work with the VEDA Board of Directors in refining, further
developing and implementing the VEDA business strategies, with regular reports
of activities and results
3. The executive will engage in planning for future conferences and reports to the
full constituency of the county’s economic interests
Action Step Two:
Build Consensus, Collaboration and Financial Support
Operating through a new office and executive director, and supported by the
VEDA board and membership, continue to reach out to all the various and
individual organizations in the county with a vested interest in the county’s
economic well-being, make sure they understand and support the VEDA
initiative, and, as appropriate, solicit their financial support.
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Arrange a special presentation to members of the Vernon County Board and other
elected officials in Vernon County, to give them a personal briefing on the new
plan, including the Executive Summary and the detailed plan as may be
appropriate, with the objective of obtaining support for the initiative
Circulate to all those who attended the VEDA economic conference in September,
2006, a copy of the summary and plan, to ask for any feedback and suggestions
they may have, and revise as appropriate.
Host a follow-up meeting in spring of 2007 for all those who attended the
September, 2006, VEDA economic conference, and present the updated/revised
strategic plan, with the objective of obtaining support for the initiative.
Hold follow-up meetings with potential financial supporters
Action Step Three: Create a New Portal to Vernon County’s Resources
Create a new web site that serves as the unifying portal to Vernon County’s
resources and assets, as well as links to all of the organizations in the county
serving the business-development, tourism and long term investment interests of
the county. The new site is designed to be a crossroads where the external
marketplace finds and connects with the myriad resources and organizations
already available to them in the county.
1. Prepare an inventory of all economic development resources and information
sources in Vernon County
2. Prepare an inventory of all other local, regional, and state web sites containing
information about Vernon County, and create an inventory of potential links from
the new VEDA site as well as to the new VEDA site
3. Obtain a new domain name that will serve as the over-all “portal” to Vernon
County, such as www.vernonforyou.org
4. Working with private sector experts in web site functionality as well as design,
create a new site that can grow over time as new information, programs, events,
news, etc., becomes available
5. Test the new site with various people in the three targeted market groups, and
refine as indicated
6. Prepare to launch and make operational the new site, with both email and direct
phone access to the VEDA Office for Economic Growth and its executive director
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Action Step Four:
Pro-actively Market the County’s Resources to Target
Audiences
The VEDA Office for Economic Growth will pro-actively reach out to
individuals, organizations and media in the three target markets, with messages
about the assets and attributes of Vernon County as a unique new alternative in
their life-planning, whether for business development, tourism or retirement.
1. The executive will conduct outreach to groups in the three target market areas
2. As resources permit, VEDA will produce a series of targeted marketing pieces in
CD format for cost-efficient production and ease of update and revision, all within
a new identity and creative positioning of Vernon County as “the next new place”
for business, travel, and retirement. VEDA will use these CDs as mailers to
targeted markets, and as handouts to interested parties who may visit the county,
or at trade shows and economic conferences
3. The 2007 Viroqua Travel Writers and Photographers Conference will serve as a
“kick off” to building media and public awareness of and interest in the asserts of
Vernon County
4. As resources allow, the VEDA Office for Economic Growth will also over time
carry out such communications activities as:
a. News media interviews about the office and its purpose and
accomplishments
b. Email messages to targeted individuals and organizations
c. Print advertisements about the opportunities in Vernon County, placed in
special interest publications
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Appendix H: Tracking and Assessing Progress
VEDA will track and report on an annual basis changes in the economic status of the
county, using the primary and secondary objectives set forth in this plan, using data from
such sources as the Wisconsin Office of Economic Advisors annual Vernon County
Profile:
Primary Measurements
Increases in business activities, such as new businesses that move to the county,
businesses that expand operations and employment in the county, and new
business start-ups
Increases in average household income and per capita personal income
Increases in the level of annual tourism spending in Vernon County
Increases in average prices for land and real estate sales
Increases in the average payroll in industry sectors to levels
Secondary Measurements
VEDA will conduct formal and informal research and fact finding among the
county’s various economic development entities on an annual basis, and include
their assessment of progress and levels of satisfaction of the work of the OEG on
behalf of all such entities.
To the extent that resources become available, additional formal research will be
pursued to determine levels of awareness and attitudes toward Vernon County
among its three target market groups.
Performance Reports
The results of these measurements will be gathered and reported annually to the
VEDA Board, and to the public via posting the annual report on the new web site,
in personal presentations to economic conferences, and in the area’s news media.
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Appendix I: Resource Requirements
Primarily for planning purposes and as the basis for further review and discussion, the
following projection of resources needed to fund the new VEDA office is provided. A
final, five-year budget will be the basis for approaching private and public sectors entities
with requests to invest in the future of Vernon County.
Estimated Five-Year Costs
(000)
Item
2007
2008
2009
2010
2011
Total
Executive salary/benefits
50.0
50.0
55.0
55.0
60.0
270.0
5.0
5.0
5.0
5.0
5.0
25.0
10.0
10.0
10.0
10.0
10.0
50.0
2.0
2.0
2.0
2.0
2.0
10.0
67.0
67.0
72.0
72.0
77.0
355.0
Office/equipment
Outreach & Marketing
T&E
TOTALS
There are many ways to assess a return on such an investment in the continued growth of
the Vernon County economy, but the best measure would be the degree to which the
county’s PCPI actually increases over the five-year period.
If the five-year PCPI goal of $27,500 is reached in a population growing at the rate of 4.0
percent every five years, the following calculation may be in order:
•
•
•
•
New PCPI in 2011
County population in 2011
TOTAL COUNTY INCOME IN FIVE YEARS
27,500
30,356
Current PCPI in 2005
County population in 2005
TOTAL COUNTY INCOME IN 2005
22,500
29,189
834,790,000
TOTAL GAIN
656,752,500
178,037,500
TOTAL ROI ON $355,000 INVESTMENT OVER 5 YEARS:
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1: 501
Appendix J: Summary
This plan for economic growth and well-being in Vernon County over the next years has
been built on the initial strategies outlined in the mid-2006 document, and has gone
further with a collection of a wide range of data and information about the county’s status
in the current economy.
Based on this information and analysis, and using conservative expectations of growth
over the next five years, it is reasonable to conclude:
Vernon County’s wealth of assets, attributes and resources can be used as the
basis of an organized effort to increase the per capita income of the county’s
residents…
Vernon County’s myriad organizations in both the public and private sectors have
a shared interest in building a stronger local economy…and
Vernon County is at a point in its history when it either will – or will not –
become a more aggressive competitor for the business investment, tourism and
retirement dollars that will be flowing through the state and national economy
over the coming years
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03/16/2007
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