APPENDIX COVER ART 1 CONTENTS INTRODUCTION 01 Purpose of Document Audience of Document Building a Brand INVENTORY AND ANALYSIS 02 More Than a Trail Community Values Enviromental Values PUBLIC ENGAGEMENT 03 Bike Chautauqua Phone Interview Design Review Emerging Themes Highlights of Discovery PROJECT FOCUS 04 Brand Signage Trailhead Bridge Art Acknowledgements PLAN STEERING COMMITTEE COMMUNITIES ORGANIZATIONS Amber Danielson Steamboat Rock Trails, Inc. Marshall County Arts and Tim Stearns, Mayor IRTH Commission Culture Alliance Eldora Iowa Natural Heritage Foundation Brady Winter David Dunn, Mayor Hardin County Trails Commission Region 6 Resource Partners Gifford Marshall County Arts and Chris Wieting Unicorporated Culture Alliance Hardin County Trails Commission Union Marshalltown Public Art Committee Geoff Hubbard Stephanie Carson, Mayor City of Marshalltown National Endowment for the Arts Liscomb Heidi Dalal Stacey Nichols, Mayor Martha-Ellen Tye Foundation Marshalltown Public Art Committee Albion City of Marshalltown Jessica Kinser Eric Schmidt, Mayor Hardin County Conservation City of Marshalltown Marshalltown Marshall County Conservation Joel Greer Joel Greer, Mayor City of Marshalltown Julie Winter Region 6 COG Mary Wertzberger Trails, Inc. Michelle Spohnheimer CONSULTING TEAM City of Marshalltown Mike Stegmann Marshall County Conservation Mona Bleeker Hardin County Trails Commission Des Moines, Omaha, St. Louis rdgusa.com Wes Wiese Hardin County Conservation TRAILS, INC. 3 INTRODUCTION 01 INTRODUCTION PURPOSE OF AUDIENCE OF BUILDING A DOCUMENT DOCUMENT BRAND This document helps celebrate This Technical Document The evolution of “Iowa River this wonderful Iowa asset. provides guidelines on how to Trail” to Iowa River’s Edge Trail This document should serve as a execute the development of the This process has been an evolution and framework for future decision making, amenities along the trail. the name of this trail segment reflects grant writing, implementation (phasing), This document should be utilized by that process. With Trails, Inc. and the and support for marketing efforts. It walks community groups such as Trails Inc., IRTH Commission, we sought to purchase its readers through the background of the IRTH Commission, the River’s Edge sections of land for the trail, it needed the project and the planning process Steering Committee, grant writers and a name. To move forward with land and supplements the master plan with funders, and other groups and individuals acquisition, future grants and paving, the additional information that should be that get involved in the implementation groups used the name “Iowa River Trail.” pulled from and utilized in all future and updating of the master plan. The The Steering Committee built off that phases of the project. language in this document should be original identity when they determined this section of the trail needed to be celebrated This document is meant to be tailored to each community, yet cohesively as its own unique identity. predominantly internal and should be a tell the story of the trail in its entirety. living, changing document to be updated Ideally, the language needed can be pulled Utilizing interview feedback and as the project moves forward. directly from the page, streamlining efforts brainstorming sessions to highlight the and collaboration. natural amenities of the area, the group honed in on the river’s edge. When traveling this trail, the anticipation of getting to the next water crossing is something to look forward to. The trial cuts through different landscapes and terrain and showcases significant ecological diversity. Multiple bridges and the feeling that one is immersed in their surrounding makes this trail a destination. Staying true to the history of the area, it was determined that “Iowa River’s Edge Trail” was an exciting and marketable brand to move this project forward. PHOTO CAPTION “Provide communities Original Brand and counties along the Iowa River a guidebook for placemaking and trail de- velopment. The Iowa Riv- Proposed Brand er’s Edge Trail should have a feeling of connectivity from community to com- munity, but highlight the FULL-PAGE PHOTOindividual communities on the trail and their unique qualities.” 7 INTRODUCTION THE IOWA RIVER The Story of Water During the public engagement process, the resounding message They also hunted game along its banks, harvested migrating water was the beauty of nature and the anticipation of experiencing the fowl, and trapped beavers along its many creeks. In early writings next view of the river, crossing over a creek or the desire to explore by settlers, the Iowa River was considered placid, and sometimes the oxbows and wetland found throughout the corridor. limpid with fits of flooding. The Iowa, or Ioway, River is named after the Ioway Indians, who lived along it and used it extensively for fishing and transportation. TRIBUTARY TO THE IOWA RIVER As settlement continued to take hold, the Iowa River served as a “Prairie rivers like the Iowa (River) used to contain very little silt primary mode of transportation. After the civil war, industry and and mud because the prairie grasses and their roots held back agriculture significantly changed the use of the Iowa River. Today, water and prevented erosion. So did the trees that lined the banks the Iowa River provides a revealing example of how midwestern of rivers and streams. Even the once-numerous beavers helped rivers have been changed to accommodate urban needs: keep water clear; their dams held back water and allowed silt and recreation, water supplies, protection from floods, transportation, mud to settle.” - Mark Ackleson and aesthetic pleasure. 9 INVENTORY & ANALYSIS 02 INVENTORY & ANALYSIS The Market for the River’s Edge Trail Day Trip Market People will travel for experiences. People will travel to be outdoors. The map below shows the day trip market, where residents may People will travel to unique places. River’s Edge contains all three entertain River’s Edge for activities and return home the same day. of these elements with its unique topography and location along Therefore, travel distance is a primary factor for the market area. the Iowa River. However, a key concern is making people aware The area captures Waterloo, Des Moines, Ames, Grinnell, Webster of River’s Edge. The market for the River’s Edge Trail can include City, and Hampton. day visitors, overnight visitors, and if marketed correctly, unique trip regional visitors that include River’s Edge as part of their travel plans. A market is an area where households may reasonably consider River’s Edge for recreation trips. Importantly, these market areas are for households that may travel to area communities with the primary purpose of recreation. Not that they came to the area for some other reason (business, festivals, etc.) and happen to use recreation amenities while they are here. Figure xx KEY FACTS EDUCATION 1,009,661 36.4 Population 8% Median Age No High 31% School 2.5 Some College $63,439 Diploma 25% 36% Average Median Household High School Bachelor's/Grad/Prof Household Size Income Graduate Degree BUSINESS EMPLOYMENT 64% White Collar 21% 3.1% Blue Collar 36,100 574,138 Unemployment 15% Rate Total Businesses Total Employees Services INCOME Households By Income The largest group: $50,000 - $74,999 (18.4%) The smallest group: $200,000+ (5.5%) Indicator Value Difference <$15,000 7.8% +0.3% $15,000 - $24,999 9.1% -0.1% $25,000 - $34,999 8.6% -1.0% $35,000 - $49,999 12.9% -0.1% $50,000 - $74,999 18.4% -1.2% $75,000 - $99,999 14.2% -2.1% $100,000 - $149,999 16.7% -0.6% $63,439 $33,165 $130,825 $150,000 - $199,999 6.7% +2.3% $200,000+ 5.5% +2.4% Median Household Per Capita Income Median Net Worth Income Bars show deviation from Benton County 13 INVENTORY & ANALYSIS MORE THAN A TRAIL Overnight Trip Market The map below shows the overnight trip market, areas where 2. Households in metro areas like Omaha, and Davenport may residents may entertain the River’s Edge area for an overnight not consider the Iowa River Valley as a first choice for outdoor trip that may include camping or other recreational activities. recreation. However, desires to get out of the city can lead Factors that will pull households to recreation destinations include people to look for unique opportunities. attraction to unique recreation opportunities, high quality facilities, 3. The package of amenities around the Iowa River Valley marketing, and the “package” of amenities available on their trip. including fishing, the Des Moines metro, and others are The market area captures several larger metros like Omaha, Sioux attractive features for affordable weekend camping trips. City, Dubuque, Davenport, and Cedar Rapids. 4. The market area is generally within a three-hour drive or less. Several factors contribute to the determination of the overnight trip market: 1. Areas in Iowa and southern Minnesota may look to the Iowa 2014 outdoor consumer segmentation study conducted by Outdoor River Valley for a change in topography and amenities not Industry Association available in their communities like a regionally connected trail system. KEY FACTS EDUCATION 4,871,886 38.4 Population 8% Median Age No High 32% School 2.5 Some College $60,449 Diploma 29% 31% Average Median Household High School Bachelor's/Grad/Prof Household Size Income Graduate Degree BUSINESS EMPLOYMENT 61% White Collar 25% 2.9% Blue Collar 189,993 2,745,923 Unemployment 14% Rate Total Businesses Total Employees Services INCOME Households By Income The largest group: $50,000 - $74,999 (19.5%) The smallest group: $200,000+ (4.7%) Indicator Value Difference <$15,000 8.7% -0.5% $15,000 - $24,999 8.9% -2.7% $25,000 - $34,999 8.7% -4.8% $35,000 - $49,999 13.5% -1.8% $50,000 - $74,999 19.5% -1.0% $75,000 - $99,999 14.2% +1.3% $100,000 - $149,999 16.1% +2.0% $60,449 $31,855 $134,619 $150,000 - $199,999 5.6% +3.6% $200,000+ 4.7% +3.7% Median Household Per Capita Income Median Net Worth Income Bars show deviation from Adair County Source: This infographic contains data provided by Esri, Esri and Infogroup.