Attracting and Retaining the “Next Generation”

on the Gogebic Range

December 10, 2008Will Andresen

Iron County UW-Extension

Iron County Population Trends

Source: U.S. Census Bureau

Gogebic County Population Trends

Source: U.S. Census Bureau

Gogebic Range Population Trends

Source: U.S. Census Bureau

Population Projections (Iron County)

Source: Wisconsin Department of Administration

Components of Population Change (Iron County)

Source: Wisconsin Department of Administration

Age Groups – Current (2006)

Source: U.S. Census Bureau

Age Groups – Projected (Iron County)

Source: Wisconsin Department of Administration

“Three out of four Americans under the age of 28 said a cool city is more important than a good job.”

Source: Rebecca Ryan, Live First, Work Second

“I want to live in a place that fits my lifestyle more than a job that pays the most.”

69% Agree – Michigan Cool Cities Survey

Source: Michigan Cool Cities Survey, 2004

“I want to live in a place that fits my lifestyle more than a job that pays the most.”

69% Agree – Michigan Cool Cities Survey60% Agree – Gogebic Range Survey

Source: Gogebic Range Survey, 2008 (among college students and young professionals with or pursuing a four year degree)

Top Ten “Ideal” Factors1. Scenic Beauty2. Safe Streets3. Affordable4. Place to Raise Family5. Good Schools6. Sense of Community7. Low Traffic8. Concern for Environment9. Close to Friends/Family10. Walkable Streets

Source: Michigan Cool Cities Survey, 2004 (for thosewho want to live in a small town or rural area)

Michigan1. Scenic Beauty2. Safe Streets3. Affordable4. Place to Raise Family5. Good Schools6. Sense of Community7. Low Traffic8. Concern for Environment9. Close to Friends/Family10. Walkable Streets

Gogebic Range1. Safe Streets 2. Place to Raise Family 3. Affordable 4. Good Schools 5. Scenic Beauty 6. Walkable Streets 7. Beach/Waterfront 8. Sense of Community9. Trails and Parks 10. Four Season Climate

Source: Michigan Cool Cities Survey, 2004 (for those who want to live in a small town or rural area)

Top Ten “Ideal” Factors

Source: Gogebic Range Survey, 2008 (among college students and young professionals with or pursuing a four year degree – who want to live in a small town or rural area)

Top Ten “Ideal” FactorsGogebic Range1. Safe Streets 2. Place to Raise Family 3. Affordable 4. Good Schools 5. Scenic Beauty 6. Walkable Streets 7. Beach/Waterfront 8. Sense of Community9. Trails and Parks 10. Four Season Climate

Source: Michigan Cool Cities Survey, 2004 (for thosewho want to live in a small town or rural area)

Source: Gogebic Range Survey, 2008 (among college students and young professionals with or pursuing a four year degree – who want to live in a small town or rural area)

“I can get a job almost any place I choose to live.”

71% Agree – Michigan Cool Cities Survey62% Agree – Gogebic Range Survey

Source: Gogebic Range Survey, 2008 (among college students and young professionals with or pursuing a four year degree)

“A good paying job is my highest priority.”48% Agree – Michigan Cool Cities Survey51% Agree – Gogebic Range Survey

Source: Gogebic Range Survey, 2008 (among college students and young professionals with or pursuing a four year degree)

“I plan to live here for quite some time.”High School 30% AgreeCollege 22% Agree

Source: Gogebic Range Survey, 2008

“I plan to live here for quite some time.”High School 30% AgreeCollege 22% Agree

“I plan to move away for a job and return some day.”High School 35% Agree

College 34% Agree

Source: Gogebic Range Survey, 2008

“I plan to live here for quite some time.”High School 30% AgreeCollege 22% Agree

“I plan to move away for a job and return some day.”High School 35% Agree

College 34% Agree “I plan to move away for an education and return

some day.” High School 36% Agree

College 20% Agree

Source: Gogebic Range Survey, 2008

“Do you believe that the community is attractive to people in their 20’s and 30’s as a place to live and work?”

“Do you believe that the community is attractive to people in their 20’s and 30’s as a place to live and work?”

10.3%

“Confront the Brutal Facts…”

• Decades-long Population Loss• Fewer Young People Nation-Wide• Aging Population• Selective Young People (don’t chase jobs)• Students Not Planning On Staying – or

Returning• Community Not Perceived as Attractive to

Young People

“…Yet Never Lose Faith”

Top Five “Ideal” FactorsMichigan

Scenic Beauty

Safe Streets

Affordable

Raise Family

Good Schools

Source: Michigan Cool Cities Survey, 2004 (for thosewho want to live in a small town or rural area)

Top Five “Ideal” Factors

Source: Gogebic Range Survey, 2008 (among young professionals)

Michigan Natives

Scenic Beauty Safe Streets

Safe Streets Raise Family

Affordable Affordable

Raise Family Good Schools

Good Schools Jobs

Scenic Beauty (#8)

Top Five “Ideal” Factors

Source: Gogebic Range Survey, 2008 (among young professionals)

Michigan Natives Boomerangers

Scenic Beauty Safe Streets Safe Streets

Safe Streets Raise Family Affordable

Affordable Affordable Raise Family

Raise Family Good Schools Scenic Beauty

Good Schools Jobs Good Schools

Scenic Beauty (#8)

Top Five “Ideal” Factors

Source: Gogebic Range Survey, 2008 (among young professionals)

Michigan Natives Boomerangers Transplants

Scenic Beauty Safe Streets Safe Streets Safe Streets

Safe Streets Raise Family Affordable Raise Family

Affordable Affordable Raise Family Scenic Beauty

Raise Family Good Schools Scenic Beauty Affordable

Good Schools Jobs Good Schools Good Schools

Scenic Beauty (#8)

“Perceived” FactorsNatives Boomerangers TransplantsScenic Beauty Scenic Beauty Scenic BeautyFour Seasons Friends/Family Adventure SportsFriends/Family Safe Four SeasonsAffordable Four Seasons Little TrafficRaise Family Affordable AffordableSafe Raise Family Raise

FamilySmall Businesses Adventure Sports SafeWalkable Streets Beaches/Waterfront

Beaches/WaterfrontBeaches/Waterfront Little Traffic Trails/ParksTrails/Parks Walkable Streets Sense of CommAdventure Sports Small Businesses Small BusinessesLittle Traffic Sense of Community Good SchoolsGood Schools Good Schools Walkable StreetsSense of Community Trails/Parks Concern for EnvConcern for Environment Low Taxes Gaming

Source: Gogebic Range Survey, 2008 (among young professionals)

“Perceived” FactorsNatives Boomerangers TransplantsScenic Beauty Scenic Beauty Scenic BeautyFour Seasons Friends/Family Adventure SportsFriends/Family Safe Four SeasonsAffordable Four Seasons Little TrafficRaise Family Affordable AffordableSafe Raise Family Raise

FamilySmall Businesses Adventure Sports SafeWalkable Streets Beaches/Waterfront

Beaches/WaterfrontBeaches/Waterfront Little Traffic Trails/ParksTrails/Parks Walkable Streets Sense of CommAdventure Sports Small Businesses Small BusinessesLittle Traffic Sense of Community Good SchoolsGood Schools Good Schools Walkable StreetsSense of Community Trails/Parks Concern for EnvConcern for Environment Low Taxes Gaming

“Perceived” FactorsNatives Boomerangers TransplantsScenic Beauty Scenic Beauty Scenic BeautyFour Seasons Friends/Family Adventure SportsFriends/Family Safe Four SeasonsAffordable Four Seasons Little TrafficRaise Family Affordable AffordableSafe Raise Family Raise

FamilySmall Businesses Adventure Sports SafeWalkable Streets Beaches/Waterfront

Beaches/WaterfrontBeaches/Waterfront Little Traffic Trails/ParksTrails/Parks Walkable Streets Sense of CommAdventure Sports Small Businesses Small BusinessesLittle Traffic Sense of Community Good SchoolsGood Schools Good Schools Walkable StreetsSense of Community Trails/Parks Concern for EnvConcern for Environment Low Taxes Gaming

Source: Gogebic Range Survey, 2008 (amongyoung professionals)

“…Yet Never Lose Faith”

Strategies:• Retain Students – Better Connect them to Community

• Attract Young Workers – Promote Our Strengths– Strengthen Our Niche

• Retain Young Workers – Build Social Capital

“…Yet Never Lose Faith”

• Retain Students –Better Connect them to

Community• Attract Young Workers – Promote Our Strengths– Strengthen Our Niche

• Retain Young Workers – Build Social Capital

“I plan to live here for quite some time.”High School 30% AgreeCollege 22% Agree

Source: Gogebic Range Survey, 2008

“I plan to live here for quite some time.”High School 30% AgreeCollege 22% Agree

“It’s likely that I will live in a small town.”High School 48% AgreeCollege 57% Agree

Source: Gogebic Range Survey, 2008

“Young people are given useful roles in the community.”

16% Agree

Source: Search Institute, 2000 (6th through 12th graders in Gogebic and Ontonagon Counties and Hurley)

“Young people perceive that adults in community value youth.”

17% Agree

Source: Search Institute, 2000 (6th through 12th graders in Gogebic and Ontonagon Counties and Hurley)

“…Yet Never Lose Faith”

• Retain Students – Better Connect them to Community

• Attract Young Workers –Promote Our Strengths– Strengthen Our Niche

• Retain Young Workers – Build Social Capital

What They Want1. Scenic Beauty2. Safe Streets3. Affordable4. Place for Family5. Good Schools6. Sense of Community7. Low Traffic8. Concern for Environment9. Close to Friends/Family10. Walkable Streets

Source: Michigan Cool Cities Survey, 2004 (for thosewho want to live in a small town or rural area)

What We Offer(Our Top Ten “Perceived”)1. Scenic Beauty2. Safe Streets3. Affordable4. Place for Family5. Good Schools6. Sense of Community7. Low Traffic8. Concern for Environment9. Close to Friends/Family10. Walkable Streets

Source: Gogebic Range Survey , 2008

What We Offer (Our Top 15 “Perceived”)

1. Scenic Beauty2. Safe Streets3. Affordable4. Place for Family5. Good Schools6. Sense of Community7. Low Traffic8. Concern for Environment (16th)9. Close to Friends/Family10. Walkable Streets

Source: Gogebic Range Survey , 2008

“…Yet Never Lose Faith”• Retain Students – Better Connect them to Community

• Attract Young Workers – Promote Our Strengths

–Strengthen Our Niche• Retain Young Workers – Build Social Capital

Source: Gogebic Range Survey, 2008 (amongyoung professional transplants)

Source: Gogebic Range Survey, 2008 (amongyoung professional transplants)

Source: Gogebic Range Survey, 2008 (amongyoung professional transplants)

“Ideal” FactorsMichigan Gogebic Range TransplantsSafe SafeAffordable Raise FamilyWalkable Streets Scenic BeautyJobs AffordableRaise Family Good SchoolsSmall Businesses Sense of CommGathering Places Low TrafficGood Schools Concern for EnvSense of Community Trails/ParksPeople My Age Walkable StreetsScenic Beauty Adventure SportsDiversity 4 Season ClimateTrails and Parks Beaches/WaterfrontConcern for Environment DiversityDifferent Lifestyles Small Businesses

Source: Gogebic Range Survey, 2008 (amongyoung professionals)

“Ideal” FactorsMichigan Gogebic Range TransplantsSafe SafeAffordable Raise FamilyWalkable Streets Scenic BeautyJobs AffordableRaise Family Good SchoolsSmall Businesses Sense of CommGathering Places Low TrafficGood Schools Concern for EnvSense of Community Trails/ParksPeople My Age Walkable StreetsScenic Beauty Adventure SportsDiversity 4 Season ClimateTrails/Parks Beaches/WaterfrontConcern for Environment DiversityDifferent Lifestyles Small Businesses

Source: Gogebic Range Survey, 2008 (amongyoung professionals)

“Ideal” FactorsMichigan Gogebic Range TransplantsSafe SafeAffordable Raise FamilyWalkable Streets Scenic BeautyJobs AffordableRaise Family Good SchoolsSmall Businesses Sense of CommGathering Places Low TrafficGood Schools Concern for EnvSense of Community Trails/ParksPeople My Age Walkable StreetsScenic Beauty Adventure SportsDiversity 4 Season ClimateTrails and Parks Beaches/WaterfrontConcern for Environment DiversityDifferent Lifestyles Small Businesses

Source: Gogebic Range Survey, 2008 (amongyoung professionals)

“Ideal” FactorsMichigan Gogebic Range TransplantsSafe SafeAffordable Raise FamilyWalkable Streets Scenic BeautyJobs AffordableRaise Family Good SchoolsSmall Businesses Sense of CommGathering Places Low TrafficGood Schools Concern for EnvSense of Community Trails/ParksPeople My Age Walkable StreetsScenic Beauty Adventure SportsDiversity 4 Season ClimateTrails and Parks Beaches/WaterfrontConcern for Environment DiversityDifferent Lifestyles Small Businesses

Source: Gogebic Range Survey, 2008 (amongyoung professionals)

“Ideal” FactorsMichigan Gogebic Range TransplantsSafe SafeAffordable Raise FamilyWalkable Streets Scenic BeautyJobs AffordableRaise Family Good SchoolsSmall Businesses Sense of CommGathering Places Low TrafficGood Schools Concern for EnvSense of Community Trails/ParksPeople My Age Walkable StreetsScenic Beauty Adventure SportsDiversity 4 Season ClimateTrails and Parks Beaches/WaterfrontConcern for Environment DiversityDifferent Lifestyles Small Businesses

Source: Gogebic Range Survey, 2008 (amongyoung professionals)

“Ideal” FactorsNatives Boomerangers TransplantsSafe Safe SafeRaise Family Affordable Raise FamilyAffordable Raise Family Scenic BeautyGood Schools Scenic Beauty AffordableJobs Good Schools Good SchoolsFriends/Family Sense of Comm Sense of CommLow Taxes Friends/Family Low TrafficScenic Beauty Walkable Streets Concern for EnvWalkable Streets Beaches/Waterfront Trails/ParksLow Traffic Low Traffic Walkable StreetsSmall Businesses Jobs Adventure SportsBeaches/Waterfront 4 Season Climate 4 Season ClimateSense of Comm Concern for Env

Beaches/Waterfront4 Season Climate Trails/Parks DiversityTrails/Parks Small Businesses Small Businesses

Source: Gogebic Range Survey, 2008 (amongyoung professionals)

“Ideal” FactorsNatives Boomerangers TransplantsSafe Safe SafeRaise Family Affordable Raise FamilyAffordable Raise Family Scenic BeautyGood Schools Scenic Beauty AffordableJobs Good Schools Good SchoolsFriends/Family Sense of Comm Sense of CommLow Taxes Friends/Family Low TrafficScenic Beauty Walkable Streets Concern for EnvWalkable Streets Beaches/Waterfront Trails/ParksLow Traffic Low Traffic Walkable StreetsSmall Businesses Jobs Adventure SportsBeaches/Waterfront 4 Season Climate 4 Season ClimateSense of Comm Concern for Env

Beaches/Waterfront4 Season Climate Trails/Parks DiversityTrails/Parks Small Businesses Small Businesses

Source: Gogebic Range Survey, 2008 (amongyoung professionals)

“Ideal” FactorsNatives Boomerangers TransplantsSafe Safe SafeRaise Family Affordable Raise FamilyAffordable Raise Family Scenic BeautyGood Schools Scenic Beauty AffordableJobs Good Schools Good SchoolsFriends/Family Sense of Comm Sense of CommLow Taxes Friends/Family Low TrafficScenic Beauty Walkable Streets Concern for EnvWalkable Streets Beaches/Waterfront Trails/ParksLow Traffic Low Traffic Walkable StreetsSmall Businesses Jobs Adventure SportsBeaches/Waterfront 4 Season Climate 4 Season ClimateSense of Comm Concern for Env

Beaches/Waterfront4 Season Climate Trails/Parks DiversityTrails/Parks Small Businesses Small Businesses

Source: Gogebic Range Survey, 2008 (amongyoung professionals)

Source: Gogebic Range Survey, 2008 (amongyoung professional transplants)

…Yet Never Lose Faith

• Retain Students – Better Connect them to Community

• Attract Young Workers – Promote Our Strengths– Strengthen Our Niche

• Retain Young Workers –Build Social Capital

Source: Gogebic Range Survey, 2008 (amongyoung professionals)

Source: Gogebic Range Survey, 2008 (amongyoung professionals)

“Perceived” FactorsNatives Boomerangers TransplantsScenic Beauty Scenic Beauty Scenic BeautyFour Seasons Friends/Family Adventure SportsFriends/Family Safe Four SeasonsAffordable Four Seasons Little TrafficRaise Family Affordable AffordableSafe Raise Family Raise FamilySmall Businesses Adventure Sports SafeWalkable Streets Beaches/Waterfront Beaches/WaterfrontBeaches/Waterfront Little Traffic Trails/ParksTrails/Parks Walkable Streets Sense of CommAdventure Sports Small Businesses Small BusinessesLittle Traffic Sense of Community Good SchoolsGood Schools Good Schools Walkable StreetsSense of Community Trails/Parks Concern for EnvConcern for Environment Low Taxes Gaming

Source: Gogebic Range Survey, 2008 (amongyoung professionals)

Positive Perception of “Friends and Family” In Community

Natives/Boomerangers - 91%Transplants - 48%

Single – 38%Without Children – 39%

Source: Gogebic Range Survey, 2008 (amongyoung professionals)

“I plan to live here for quite some time.”

Natives 92%Transplants 67%

Source: Gogebic Range Survey, 2008 (amongyoung professionals)

Break-Out Groups

• Retain Students (Better Connect them to Community)

• Promote Our Strengths• Strengthen Our Niche• Retain Young Workers (Build Social Capital)