Milwaukee Railroad Shops Historic District ~ Sioux City, Iowa Prepared by Larry Obermeyer, Executive Secretary Siouxland Historical i Railroad Association
Presentation theme: How the investment of Transportation Enhancement Funds supports the Milwaukee Railroad Shops Historic District Preservation Project Presentation scope: 1. What has been accomplished with Transportation Enhancement funds? 2. What will be accomplished in the next three years with Transportation Enhancement funds? 3. What is the impact resulting from the investment of Transportation Enhancement funds? Presentation team: Jon Wagoner, president and chief executive officer Odell Overgaard, board member and Corliss project manager Bob Sweeney, board member and Corliss project manager Larry Obermeyer, executive secretary and chief marketing officer
SAFETEA-LU Transportation-related activities The Milwaukee Railroad Shops Historic District is eligible as a Transportation Enhancement Activity based on its fit in the following categories: Rehabilitation and operation of historic transportation buildings, structures or facilities, including historic railroad facilities and canals. Preservation of abandoned railway corridors, including the conversion and use of those corridors for pedestrian and bicycle trails. Installation of interpretive facilities for a federally-designated scenic or historic highway focusing on local history. Provide information to direct members of the traveling public to specific local area sites deemed to be of scenic and historic significance. Establishment of a transportation museum to educate the public on surface Establishment of a transportation museum to educate the public on surface transportation history.
Project Location
Historic District History Built 1917 Steam and diesel locomotive servicing and rail car repair facility (1917 1980) Abandoned by the railroad (1981) Sl Salvage yard operation (1981 1996) Historic District (1996 present) d l l Redevelopment goal: interpretive science and industrial heritage museum
Four Development Phases Reclamation Reconstruction Reuse (adaptive) Revitalization Development is similar in scale to a national park Steamtown (Pennsylvania): 71,123 visitors/visits Golden Spike (Utah): 39,968 visitors/visits National average for historic sites: 16,000
Reclamation Before and After 1996 2009
Reclamation Before and After Spring 1997 May 2009
Reclamation Before and After Spring 1997 May 2009
Milwaukee Railroad Shops Before and After Spring 1997 May 2009
Reconstruction - Work completed in 2008
Roundhouse Bay 1 Reconstruction Virtual hard hat tour on YouTube.com
Roundhouse Bay 1 Reconstruction
Roundhouse Bay 1 Reconstruction
Roundhouse Bay 1 Reconstruction
Great Northern Railway Steam Locomotive No. 1355 and Tender 1451 2009 Restoration began in 1984 Restoration completed in 2009 Cost: $275,000 (TE: $58,879) Volunteer Hours: 96,000 Listed on the National Register of Historic Places Designated an official project of the federal Save America Treasures Program 2007 1984
Wood Sand Tower Reconstruction
Historic i Preservation Work Plan 2009 to 2010 Machine Shop Building Rehabilitation New Exhibit Building Construction New Restroom Facilities Construction Fundraising Campaign for Phase V Improvements remaining buildings
2009 2010 Reconstruction Work Plan Rehabilitation of the Machine Shop Building Reuse as an industrial science museum Planned Exhibits Corliss Stationary Steam Engine Cameron Steam Turbine Pump Frick Compressor Worthington Compressor Large scale railroad equipment
2009 2010 Reconstruction Work Plan
2009 2010 Work Plan
2009-2010 Work Plan
2009-2010 Work Plan Purpose: industrial heritage exhibits
2009 2010 Reconstruction Work Plan Construction of new Exhibit Center Railroad/civil engineering and scale model railroad museum Planned Exhibits Nebraska Central Railway diorama Scale models to illustrate engineering Civil engineering tools and artifacts
2009 2010 Reconstruction Work Plan Facility purpose is to house exhibits focusing on railroad and civil engineering Facility purpose is to house exhibits focusing on railroad and civil engineering through the use of scale models.
2009 2010 Reconstruction Work Plan Design, construction and installation of green restroom facilities Pre-engineered to match architectural heritage of the site Waterless urinals and vault system Solar-powered electrical system Cost Estimate: $ 174, 412 National Scenic Byway Funds: $ 139,529 Balance of funds needed: $ 34,883
2009 2010 Reconstruction Work Plan Fundraising campaign for Phase V historic district improvements Rehabilitation of the following buildings: carpenter shop, water closet, sand drying house and engineer tool shed. Purchase, construction and installation of 16-inch gauge railroad for transportation and visitor entertainment. Purchase and installation of way finding directional signage. Project Budget Cost Estimate: $681,632 TE Award: $ 477,142 Balance of funds needed: d $ 204,490490
2009 2010 Marketing Campaign Budget: $ 11,000 Sioux City Journal The Weekender North Sioux City Dakota Dune Times Nebraska Journal Leader KSCJ Nostalgia Theater Website and Blog
Revitalization: measuring the impact of heritage tourism Monitoring Project/Program Accomplishments and Impact Audience Profile Economic Impact Study Return on Investment
Questions for economic impact analysis Hypothesis: the Milwaukee Railroad Shops Historic District creates a positive economic impact on the surrounding community. The following four research questions formed the design of the study: 1. Isthe historicdistrictprojectaligned andintegrated with economic development strategies at all levels of government and who benefits from the project? 1. Who are the people visiting the historic district site by type of visitor segment? 1. Onaverage, howmuchdovisitorsspendpertripwhen spend per trip when accessingthe historic district? 1. What is the total economic impact on the local community attributed to people visiting iiti the historic i district? i t?
Analytical framework for the study Scope of the Literature Review Review of the public policy landscape integrating historic preservation and heritage tourism as economic development practices. Review of the public strategic initiatives and the integration of historic preservation policies across all levels of government. Determine an appropriate methods to assess this project s progress towards achieving public policy goals and objectives dealing with economic development at the federal, state and local levels.
Study Methodology 1. Strategy Map and Logic Model Exercise 2. Visitor Registrations 3. Survey 30 question visitor survey adapted from National Park Service Key Survey On line Instrument and Tabulation System 3 options for completing survey: on site, on line, return mail 4. Key Survey On line instrument and tabulation system 5. Excel Spreadsheet 6. Input/Output Spreadsheet Model Money Generation Model 2 Short form Spreadsheet
Description of Population and Sampling Study period: August 1 to October 26, 2008 Estimated attendance: 7,364 Average visitor party size: 5.1 people Estimated sampling pool: 1,444 visitor parties Number of survey participants: 158 (10.9%) Number of visitor registrations sampled: 361 (25%) Gender: 51% female 49% male Age: 46.3 % ranged in age from 18 to 45 years of age Length of visit/stay: 80.4% two to three hours
Findings alignment with public policy Q. 1: Is the historic district project aligned and integrated with economic development strategies at all levels of government and who benefits from the project? 1. The strategy map illustrates there is an inter governmental/agency linkage between the project, local government, and state and federal agencies. 2. The organization has a strategic goal indexing economic development. 3. The strategic goal helps to define the tasks the project must perform to have impact on the local business community.
Findings alignment with public policy Q. 1: Is the historic district project aligned and integrated with economic development strategies at all levels of government and who benefits from the project? 1. The logic model presents the big picture to help better understand the project s fit within the community s priorities. 2. The model shows how the economic impact study fits as part of measuring the project s progress towards achieving local public policy goals and objectives.
Findings audience profile Q. 2: Who are the people visiting the historic district site by type of visitor segment? 1. Average party: 51i 5.1 individuals id (3.33 adults, 18 1.8 children). 2. Majority (81%) of the current visitor market is captured from within a 50 mile radius of Sioux City. 3. Project has large regional drawing power nearly 75% of visitors were making their third or more visit. Table 1: Audience Profile Analysis Historic District Information Total estimated attendance/visits 7,364 Average party size 5.1 Total estimated parties visiting 1,444 Visitor Segment Information Segment by origin of residency Local Regional Non-Local Day Tripper Traveler Total Shares of visits by segments 81% 12% 7% 100% Estimated parties visiting by segments 1,164 173 101 1,438 Length of Stay in area (days/nights) 1 1 1
Findings main reasons for visiting (Quality-of-Life measure: does the project connect the visitor to the community or improve local residents knowledge?) Top five reasons among the 18 categories of answers, in order of importance See the steam locomotive: 54.8% Interest in historic preservation: 54.8% See what the railroad museum offers: 43.8% Interest in the community s local history: 43.8% Something to interest the children: 26%
Findings needed site improvements (Quality-of-Life measure: does the project provide a positive visitor experience?) Top five facility improvements indicated by visitors as necessary to improve the visitor experience offered by the historic district Permanent restroom facilities: 49.1% Interpretive walking trail: 45.5% Interpretive signage in historic district: 43.6% Hard surface parking lot: 41.8% Directional signage/way finding street signage: 41.7%
Findings trends in visitor spending Q. 3: On average, how much do visitors spend per trip when accessing the historic district? 1. Average daily spending for all visitor segments: $94.46 2. Local regional visitors spend a larger share of their expenditures on food. 3. Travelers spend a larger portion of their expenditures on lodging and transportation, followed by food. Table 2: Daily Spending by Visitor Segment and Expenditure Category Historic District Visitor Segment Expenditure Category Local Regional Non-Local Day Tripper Traveler Total (Mean) Food and beverage $17.80 $33.22 $29.17 $26.73 Transportation or fuel for vehicle $15.52 52 $8.89 89 $46.50 $23.64 Lodging (Motel, hotel or campground) $0.00 $0.00 $66.83 $22.28 Other entertainment $6.14 $2.22 $9.17 $5.84 General shopping $14.47 $15.55 $17.91 $15.98 Average daily spending per party $53.93 $59.88 $169.58 $94.46 46 Assumption: Based on the mix of the Riverside business district, the historic district can make an impact on the economic base of the neighborhood, primarily in the food and retail sectors.
Findings economic impact to local region Q. 4: What is the total economic impact on the local community attributed to people visiting the historic district? 1. Ttldi Total direct economic impact: $90,279 2. In direct turnover (multiplier): $19,387 3. Total direct and indirect economic impact: $109,666 Table 4: Estimated Direct and In-Direct Economic Impact of Visitors to the Milwaukee Railroad Shops Historic District Visitor Segment Local Regional Non-Local Day Trippers Traveler Total Spending by Consumption Category Food and beverage $20,716 $5,756 $2,948 $29,420 Transportation or fuel for vehicle $18,062 $1,540 $4,700 $24,303 Lodging (Motel, hotel or campground) $0 $0 $6,755 $6,755 Other entertainment $7,146 $385 $927 $8,457 General shopping $16,840 $2,694 $1,810 $21,344 Total estimated direct economic impact $62,764 $10,375 $17,140 $90,279 Multiplier rate 1.2 1.13 1.32 Total estimated in-direct economic impact $12,553 $1,349 $5,485 $19,387 Total estimated economic impact effects $75,317 $11,724 $22,625 $109,666
Findings economic impact to local region Q. 4: What is the total economic impact on the local community attributed to people visiting the historic district? 4. Sales Tax Benefit (state and local): $6,320 5. Total Direct and In-Direct Economic Impact: $109,666 6. Total Economic Impact with Sales Tax Benefit: $115,986 Table 5: Estimated State and Local Sales Tax Generated Visitor Segment Rate Local Regional Non-Local Day Tripper Traveler Total Iowa Statewide Sales Tax 5% $3,138 $519 $857 $4,514 City of Sioux City Local Sales Tax 1% $628 $104 $171 $903 Sioux City Community School Local Sales Tax 1% $628 $104 $171 $903 Total Estimated Sales Tax Generated ) 7% $4,394 $727 $1,199 $6,320
Findings 2009 total economic impact Total visitors/visits: 9,784 Total direct spending: $ 119,948 Total sales tax collected: $ 5,837 Total direct economic impact: $ 125,785 Total volunteer spending: $70,362 Total volunteer hours: 9,948948 Total in-kind volunteer labor: $72,123 Construction Expenditures: $569,918 TtlE Total Economic Impact: t$838,188 Job Creation: 25 Construction trades and tourism-related employment
Leveraging local public funds and sweat equity Local City, County and MPO Investments City of Sioux City: $45,000 City/Federal Urban Renewal : $135,00 SIMPCO-MPO: $58,879 Woodbury County: $17,000 Total investments: $269,000 Federal and State Investments Secured/Committed Statewide TEA Funds: $1,887,780 National Scenic Byway Funds: $139,529 State HSPG/HRDP Funds: $255,908 State Cultural Affairs Funds: $38,350 Vision Iowa/CAT Funds: $266,466 Total Federal and State Investments: $2,588,033 ROI: $2,588,033/$269,000 = 962.09% Sweat equity investment: 257,000 collective volunteer hours * $7.25 per hour = $1,863,250
Thank You! Questions?