THE STOWE VILLAGE VIBRANCY REPORT 2007 Stowe Village Vibrancy Crane Associates, Inc Committee Community Development Copyright© Crane Associates, Inc. 2007 1 All Rights Reserved. www.craneassociates.us TABLE OF CONTENTS EXECUTIVE SUMMARY .......................................................................................................................... 4 EXISTING CONDITIONS.......................................................................................................................... 7 STUDY AREA .............................................................................................................................................. 7 STOWE VILLAGE VISITORS......................................................................................................................... 9 TRANSPORTATION .................................................................................................................................... 10 SIGNIFICANT FEATURES ........................................................................................................................... 11 HUMAN RESOURCES................................................................................................................................. 12 CURRENT EVENTS AND ACTIVITIES.......................................................................................................... 13 PAST AND PLANNED TOWN ACTIONS ....................................................................................................... 13 Past Efforts ......................................................................................................................................... 13 Current Efforts.................................................................................................................................... 14 Near Future......................................................................................................................................... 14 ZONING BY-LAWS FOR THE VILLAGE ....................................................................................................... 15 ZONING .................................................................................................................................................... 15 Parking ............................................................................................................................................... 16 Signs.................................................................................................................................................... 16 PRIMARY DATA AND MARKET SURVEYS ...................................................................................... 17 INTRODUCTION......................................................................................................................................... 17 VISITOR SURVEY ...................................................................................................................................... 17 Visitor's Overall Impression of the Village......................................................................................... 18 Suggested Village Improvements ........................................................................................................ 20 Visitor's Leisure Preferences .............................................................................................................. 22 Other Visitor Destinations .................................................................................................................. 24 Visitors Survey Summary .................................................................................................................... 25 LOCAL MARKET SURVEY ......................................................................................................................... 26 Methodology and response rates ........................................................................................................ 26 Local Resident's Perception of Stowe ................................................................................................. 27 Shopping In Stowe............................................................................................................................... 28 The Local Market's Leisure Preferences............................................................................................. 29 The Local Market's Propensity to Consider Stowe ............................................................................. 32 Where Do the Local's Go?.................................................................................................................. 34 Zip Code Analysis ............................................................................................................................... 35 Traveling for Leisure Activities........................................................................................................... 37 Local Survey Summary ....................................................................................................................... 38 MARKETING STOWE TO THE "LOCALS" .................................................................................................... 39 THE POTENTIAL........................................................................................................................................ 42 RECOMMENDATIONS:.......................................................................................................................... 45 THE VISION FOR A VIBRANT STOWE VILLAGE ......................................................................................... 45 INTRODUCTION......................................................................................................................................... 46 MARKETING RECOMMENDATIONS............................................................................................................ 49 Market Stowe to Local Vermonters..................................................................................................... 49 Change the Image that Stowe is for Tourists ...................................................................................... 50 Work Toward the Right Mix of Businesses in the Village ................................................................... 50 A New Center of Gravity: The Entertainment District....................................................................... 51 "A Neon Sign in not a Crime" ............................................................................................................. 57 PHYSICAL INFRASTRUCTURE .................................................................................................................... 58 Parking ............................................................................................................................................... 58 Parking Management.......................................................................................................................... 60 Hide the Power lines on Main Street .................................................................................................. 60 Complete the Sidewalks around the Village........................................................................................ 60 Copyright© Crane Associates, Inc. 2007 2 All Rights Reserved. www.craneassociates.us Encourage Walking with Improved Pedestrian Information .............................................................. 61 Build and Market the new Stowe Ramp Park...................................................................................... 61 MAKE STOWE THE INCUBATOR FOR EMERGING ARTISTS ......................................................................... 63 Stowe Craft Producers Market ........................................................................................................... 64 Street Vendors Permits ....................................................................................................................... 64 Performers permits ............................................................................................................................. 65 Open up Micro-venues for Fledgling Performers............................................................................... 65 THE STOWE PERFORMING ARTS CENTER ................................................................................................. 66 EVENTS .................................................................................................................................................... 68 Use the Elementary School property for events.................................................................................. 68 Concert Series..................................................................................................................................... 68 Film Festivals ..................................................................................................................................... 68 Winter Carnival .................................................................................................................................. 69 PERSONNEL AND ADMINISTRATION.......................................................................................................... 70 Events Coordinator............................................................................................................................. 70 Community and Economic Development Coordinator