By Jennifer Eisenbart
Editor
In discussing ways to revitalize businesses in downtown Burlington, an existential question of sorts came forth Tuesday.
Business leaders from Burlington banks, real estate, schools and government met with members of the Racine County Economic Development Corporation, the Wisconsin Economic Development Corporation and city staff Tuesday afternoon at Veterans Terrace to take on the economic situation’s equivalent of “which came first, the chicken or the egg?”
Or, in other words, does the city need to focus on drawing businesses to the city – or look at drawing people to the city first and then encouraging them to shop in the downtown area.
The meeting examined a recently completed RCEDC study that addressed demographics, needs, strengths and weaknesses of the downtown Burlington area. In 2014, the city redesigned its contract with RCEDC to address this specific issue, switching from its traditional focus of drawing industry to the city.
As Tina Chitwood of RCEDC explained to start Tuesday’s meeting, the 90-page report is a “living, breathing document,” and a tool to help the city move forward with economic planning.
But more specifically, the study – and drilling down into the data it provides – may give city leaders a better idea of what businesses they can attract and how to get them here.
“Data drives retail site selections,” Chitwood said.
Included in the study are numbers of people who shop for convenience items – and where they come from – as well as numbers of comparison shoppers.
The study also gives an idea of what Chitwood called “lifestyle/tapestry” segments – which break down the most common demographics in Burlington, what their spending habits are, and what they tend to spend money on.
All of that data, Chitwood said, is what needs to be provided to businesses making inquiries to locate in Burlington.
City Administrator Carina Walters and Chitwood pointed to a few specific examples, such as Dunkin Donuts or Arby’s setting up shop in the city. Those businesses need to hit a certain amount of traffic to make it worth opening a store in a specific area.
However, the study also shows what exists in Burlington, and what people want to see. An extensive survey of existing businesses, as well as the public and even Burlington High School students, shows that people want more restaurants, more recreation and more large retail stores.
The survey, though, also showed a lack of small specialty stores, such as bookstores or gift stores.
“You almost look at it as a puzzle,” said Walters. “Everything needs to work together.”
When it came down to asking those at the meeting for ideas, it became clear that a good portion of the audience wondered whether the downtown could fit all the public desires with what currently exists.
Several business owners commented that getting building maintenance at the downtown sites is difficult from those they lease from. As for paying for those repairs themselves, most of the small businesses don’t have the profit margin to fund them.
Others in attendance said that many of the small niche stores used to exist – and aren’t there anymore.
“Eighty percent of those businesses were down there, and they failed,” Alderman Todd Bauman said. When asked if they failed or if owners retired, he admitted it was a mix of both, but that came back to another point – the small businesses not being profit-driven and existing as hobbies for those who have another income.
Part of the issue, as well, is defining the identity of the downtown.
“What is our identity? What is our destination as a city?” asked Burlington High School Principal Eric Burling. “I think the destination plays as much a role as the retails.”
To that end, a few suggested businesses that either offered a cultural aspect – such as a place for a trivia night or an art-creation opportunity (both of which were determined to be offered in Burlington already) – or provided a service as well as items to purchase.
What became clear, though, as people talked through the various ideas and gave feedback to Chitwood and a representative of the WEDC, was that something needed to change.
“It’s not working,” said Burlington Flowers and Interiors owner Kevin O’Brien. “I think everyone’s looking for (improvement).”
In addition to setting the next meeting for March 8 at 2 p.m., businesses owners were given homework – to attempt to define what they want downtown to be, what destinations already exist and what space exists and how to use it.
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