MSU Extension First Impressions Tourism Assessment

Five communities across Michigan participated in Michigan State University Extension First Impressions Tourism assessment program in 2024 via unique partnerships with state agencies and local organizations.

Building from successful partnerships since 2021, MSU Extension and the Michigan Economic Development Corporation (MEDC) continued their collaboration in 2024 to offer the award-winning First Impressions Tourism (FIT) assessment program to select Redevelopment Ready Certified (RRC) communities and/or certified Main Street communities. The partnership made FIT assessments available for the Cities of Ionia (RRC) and Wayland (Main Street). Both communities applied for FIT at the end of 2023 and were selected for 2024.

In addition, the City of White Cloud also began their participation in the program under MSU Extension’s traditional fee-for-service model. Results for White Cloud’s FIT assessment will be shared later this Spring in a community forum open to all.

In the Upper Peninsula, the City of St. Ignace and the Village of Copper Harbor also participated in the program. The Copper Harbor program was carried out in partnership with Visit Keweenaw, the destination marketing organization for Houghton and Keweenaw Counties.

As part of the FIT program process, each community is responsible for hosting a community report forum (CRF). The forums are approximately three-hour events open to anyone interested in learning what first-time visitors experienced in their respective community. CRFs are organized and hosted by FIT Community Leadership Teams (CLT), which are almost always comprised of a combination of public, private, and/or nonprofit sector leaders from the host community. FIT communities host CRFs approximately three-to-five months after receiving a team of first-time visitors from MSU Extension.

Approximately 200 people participated across four CRFs in 2024. Of those, 37 voluntarily took all or components of MSU Extension’s short-term survey designed to evaluate learning and awareness as well as gauge potential foreseeable actions and limitations to acting on their FIT results.

Survey questions posed to participants included:

• My awareness of community assets increased because of participating in this program.
  • 68% Strongly Agreed/Agreed

• My knowledge of how to maximize assets increased because of participating in this program.
  • 78% Strong Agreed/Agreed

• The program information shared will help strengthen collaboration within the community.
  • 84% Strongly Agreed/Agreed

• I envision myself or community using the information shared to advance tourism in my community.
  • 92% Strongly Agreed/Agreed

Overall, 92% stated “yes” when asked if FIT can help Michigan communities interested in developing tourism.

Participants were asked a series of qualitative questions after participating in their community forum. Qualitative responses garnered from all three forums demonstrates the value of first-time visitor perspectives captured through FIT assessments.

Participants were asked “How FIT helped increase your awareness of assets in your community.” Responses are direct quotes from participants.

• We, as locals, get used to things being a certain way and the visitors had a fresh set of eyes on what can be done to improve our town.
• You found some things that people here don’t think about very much: North Country Trail, tennis/pickleball courts, even that people really appreciate the pocket park in front of St. Anthony’s Rock.
• The lack of retail and things to do was pretty revealing to me. The lack of noted history was also sticking out.
• I was unaware of some of the amenities our community had to offer until I saw them listed.
• Narrowing in on our community’s story and the importance of outdoor activities
• I love this program. It really showcased some much-needed improvements that Ionia could take into consideration. As a building and business owner in our downtown I think a lot of this info can greatly benefit Ionia and improving our overall visitor experience along with our community members experience.
• I never realized how important the river was to our community. I also knew of the bike race, but wasn't sure how to capitalize on that, and I think we really need to as a community.
• It more confirmed things already known, historical buildings, brick street, however there is more that can be done such as cultural artwork, working on ways to display our history, the usage of the river trail, and further benefits...
• It highlighted that we have a lot of assets in our community that people take for granted.

Participants were then asked to specific any short-term (1-6 months) actions they intend to take as a result of participating in the FIT program:

• We are meeting to talk about results and possibly set aside some of our budget to help.
• Rejuvenate the splash pad, keep up with repair/maintenance of the boardwalk, encourage restaurants that are not ‘’bar food’’ - maybe with some indigenous and ethnic - food trucks? AND we need year-around public restrooms. We have NONE.
• Be more involved with local businesses to promote each other to drive more traffic to Wayland.
• Start telling the history of my business through social media
• Connecting with leaders in the community about the info discussed
• I will attend and promote more community events and meetings.
• I intend to brainstorm on ways to adjust what/how our business goals are.
• Facilitate efforts by the leadership committee to identify actions they believe most beneficial as a result of the program.
• I’d like to be on a team to move forward with growing tourism interest.

The final question prompted participants to list any barriers that may prevent them from taking actions in their respective community after receiving their FIT results. Themes developed and some specific responses include:

• Money and agreeing on what is most important
• I am not on the DDA or the Visitors’ Bureau boards. I am on the planning commission- all we can do is to try to remove barriers in our zoning and keep up public outreach to gain community support for change. Resistance to change is a problem here.
• $
• Finances
• I’m not a community leader
• Time, age, health, job, blah blah blah.
• Time, lack of communication of meetings and events.
• City bureaucracy
• Others who are unwilling to participate.
• I’m not sure there’s a way in to help.
• Funding for projects
• Poor time management of presenters.
• I'm not sure. City council needs to see the vision. I'd hope they will.
• Time

Moving forward into 2025, MSU Extension and MEDC are continuing this partnership for another year for two communities. MSU Extension’s FIT program is also available to Michigan communities outside of the current partnership with MEDC.