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RegionaI and NationaI Perceptions Studies of
MiIwaukee and the MiIwaukee (M7) Region

FuII Report

Commissioned by Spirit of Milwaukee

Conducted by the Center for Urban Ìnitiatives & Research at the University
of Wisconsin-Milwaukee

Chapter 1: Perceptions of Regional Business Leaders about the Milwaukee (M7)
Region (including Kenosha, Milwaukee, Ozaukee, Racine, Walworth,
Washington and Waukesha Counties) . . . . . . . . . . . . . . . . . . . . .pgs 2-24

Chapter 2: Perception of Business Leaders from Across the Nation about Milwaukee.
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pgs 25-40


Chapter 3: Comparison of Regional and National Business Leaders' Perceptions. . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pgs 41-59

Contacts:

Spirit of MiIwaukee
Dean Amhaus
(414) 277-8270
damhaus@spiritofmilwaukee.org

University of Wisconsin-MiIwaukee
Stephen Percy
Director
Center for Urban Ìnitiatives & Research
(414) 229-5916
percy@uwm.edu

Scott Davis
Researcher
Center for Urban Ìnitiatives & Research
(414) 229-4847
davisgs@uwm.edu
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Chapter 1
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Thinking of the MiIwaukee 7 Region:
Perceptions of RegionaI Business
Leaders about the MiIwaukee (M7)
Region


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3
Thinking of the MiIwaukee 7 Region:
Perceptions of Area Business Leaders

Executive Summary

The purpose of this mail survey was to gauge the perceptions and opinions on business-related and
general impressions and characteristics about the Milwaukee region, namely the seven counties of
Southeastern Wisconsin: Kenosha, Milwaukee, Ozaukee, Racine, Walworth, Washington, and
Waukesha. The results will provide information and guidance to the Spirit of Milwaukee and the
Milwaukee 7 leadership as it works to help enhance the image of the Milwaukee region.

The questionnaire was designed and administered through collaboration between staff from the Spirit of
Milwaukee and the Center of Urban Ìnitiatives and Research (CUÌR) at the University of Wisconsin-
Milwaukee. The survey consisted of twenty-eight items. The survey was sent in two complete mailings in
February 2008 to approximately 1,500 business leaders in the seven-county Milwaukee Region. The
businesses were corporations with 100 or more employees in the fields of Construction; Manufacturing;
Transportation; Wholesale or Retail Trade; Finance; Ìnsurance & Real Estate; Business & Financial
Services; Legal Services; Engineering; Architecture; and Accounting. A total of 305 completed surveys
were returned with an effective response rate of 20.4 percent.

Impressions of the MiIwaukee Region

Perception of the Milwaukee Region
Respondents were asked their overall perception of the Milwaukee Region along a scale from Poor (1) to
Excellent (5). Nearly half of the 297 responses (47%) gave a value of 4 or higher, more than three times
the number of responses 2 or less (15%).

Knowledge of the Milwaukee Region Counties
Respondents reported being most knowledgeable about Milwaukee and Waukesha Counties. They
reported being least knowledgeable about Walworth County.

Ìmpressions of the Milwaukee Region
When asked to identify the three impressions they have when thinking of Milwaukee ÷ as well as those
impressions of family, friends, and business leaders visiting from out of town ÷ respondents identified:

Top Three Ìmpressions of Locals
! Lake / Lakefront (15%)
! High Crime (14%)
! Good Place to Live / Work / Raise a Family (14%)

Top Three Ìmpressions of Visitors
! Friendly Place / Nice People (22%)
! Cleanliness / Clean City (21%)
! Wonderful Lake / Lakefront (18%)

Top Attractions of the Milwaukee Region
The Top Three attractions that respondents reported that they like to show visitors are (1) Lakefront /
Lakeshore; (2) Miller Park; and (3) Milwaukee Art Museum / Calatrava.

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Descriptions of the Milwaukee Region
Respondents were presented with fifteen "either-or¨ descriptors of the Milwaukee Region. They were
asked to select the positive or negative option that they feel best describes the Milwaukee Region. (For
example: "Good Work Ethic or Poor Work Ethic¨).

Respondents selected the positive descriptor over the negative in eight of the fifteen choices, with one
evenly split, and six with the negative over the positive. Here are the three most positively and three most
negatively identified descriptors:

Positively speaking, most think the Milwaukee Region has (or is):
! Good Colleges / Universities (98%)
! Family Friendly (91%)
! Good Work Ethic (89%)


Negatively speaking, most think the Milwaukee Region has (or is):
! Old Economy (84%)
! Unattractive to Young Professionals (70%)
! High Crime (68%)

What the Milwaukee Region Should be Most Proud of ÷ and Needs to Ìmprove
Two items asked respondents to report the three things of which the Milwaukee Region should be most
proud and the three things that the Milwaukee Region should improve.

Three Things the Region Should be Most Proud of:
! Lake / Lakefront (28%)
! Arts & Culture (24%)
! Entertainment (18%)

Three Things the Region Should Ìmprove:
! Crime (45%)
! Taxes (36%)
! Education System (15%)

Business CIimate and Industry in the MiIwaukee Region

Business Climate in the Milwaukee Region Counties
When asked to rate their perception of the business climate in the seven counties of the Milwaukee
Region, selecting between Declining, Remaining the Same, or Ìmproving (Not Sure was another option).
The perceived business climate is improving to various degrees in the counties of Waukesha, Ozaukee,
Washington, Kenosha, and Walworth. However, for Racine and Milwaukee Counties the perception is
that the business climate is declining. Ìt should be noted that there were a substantial number of Not
Sure responses (20% or higher) for all counties except Milwaukee and Waukesha.

Strength of Ìndustries in the Milwaukee Region
Respondents were asked to report the strength of various industries in the Milwaukee Region as Weak,
Moderate, or Strong (Not Sure was also an option). Respondents reported their perception that Acute
Health Care, Financial Services, Post-Secondary Education, and Distribution were clearly between
Moderate and Strong. Manufacturing, Fresh Water Research & Technology, Tourism, and Ìnformation
Technology were rated as Moderate. Biotechnology and Clean & Green Technology were all rated from
Weak to Moderate. However, it should be noted that several industries ÷ namely, Biotechnology, Clean &
Green Technologies, and Fresh Water Research & Technology - had a significant number of Not Sure
responses (greater than 20%).

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5
Business Location Decisions and the MiIwaukee Area

Factors Ìmportant to Business Location Decisions
Respondents were asked to rate the importance of nineteen distinct factors related to business location
decisions from Not Very Ìmportant to Very Ìmportant. The five most important factors were (1) Business
Climate; (2) Business Tax Climate; (3) Experienced Talent; (4) Personal Tax Climate; and (5) Educated
Talent.

Business Location Factors in the Milwaukee Region
Ìn addition, respondents were also asked to rate the Milwaukee Region along those same nineteen
factors from Poor to Excellent. The five highest-rated factors for the Milwaukee Region were (1) Music &
Ethnic Festivals; (2) Geographically Safe; (3) Higher Education Options; (4) Major League Sports; and (5)
Health Care Quality.

However, in comparison to the factors for business location decisions, with the ratings of the Milwaukee
Region fall at the opposite end of the spectrum: (1) Business Climate ÷ 15
th
for Milwaukee Region; (2)
Business Tax Climate ÷ 18
th
; (3) Experienced Talent ÷ 11
th
; (4) Personal Tax Climate ÷ 19th, and (5)
Educated Talent ÷ 10
th
.

These results suggest that Milwaukee Region may not possess either in perception or in reality those
strong, positive factors that would influence business location decisions.

MiIwaukee Region Compared to Other Areas of the United States

Several items asked respondents to rate their perception of the Milwaukee Region in comparison to other
metropolitan areas of the United States.

Milwaukee Region Compared to Other Specific Metro Areas
One item asked respondents to compare the business climate of Milwaukee to seven other metropolitan
areas of the United States, using the rating scale that Milwaukee is Worse, the Same as, or Better. The
results showed that respondents perceive Milwaukee more favorably than Cleveland or St. Louis; about
the same as Cincinnati and Columbus; but less favorably than Kansas City, Ìndianapolis, and Minneapolis
/ St. Paul.

Factors in the Milwaukee Region Compared to Other Areas
A second comparison item asked respondents were also asked to report their perceptions of the
Milwaukee Region over several factors compared to other major regions of the United States on a scale
from Poor (1) to Excellent (5).

There were several positive factors, including (1) Variety of Major League Sports / Events; (2) Quantity
and Quality of Higher Education Ìnstitutions; (3) Quantity & Quality of Recreational Activities; (4) and
Ease of Commute to Work; and (5) Quantity and Quality of Performing Arts Ìnstitutions.

The bottom-five negative factors were (1) Climate; (2) Ease of Accessible Public Transportation; (3) Low
Cost of Living; (4) Racial, Ethnic, and Cultural Diversity; and (5) Appreciation / Celebration of Diversity.
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Proximity to Chicago and CIose Access to Fresh Water

Proximity to Chicago
Respondents were asked to how important the Milwaukee Region's proximity to Chicago is for their
lifestyle and for the business success. For both items, respondents reported that it was between Not
Very and Somewhat Ìmportant (Lifestyle: 1.88 out of 3, Business Success: 1.81 out of 3).

Close Access to Fresh Water
Respondents were also asked how important the Milwaukee Region's close access to fresh water is in
terms of a place to live and a place to conduct business. Ìn terms of a place to live, this close access is
much more important, about halfway between Somewhat and Very Ìmportant (2.45 out of 3), while related
to conducting business this close access is between Not Very Ìmportant and Somewhat Ìmportant (1.81
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out of 3). However, most respondents did report that water-based businesses would be Somewhat
Ìmportant (29%) to Very Ìmportant (64%) in the future.

Respondents

Demographic and other characteristics of the survey respondents include:
! Predominantly Male (84%)
! Between 46 and 55 years of age (52%)
! Mostly Caucasian / White (96%) ÷ fewer than one percent of any other category
! Most live in either Waukesha (37%) or Milwaukee (27%) County
! Spent all or most of their childhood in Milwaukee Region (55%)
! Went to College / University in the Milwaukee Region (69%)
! Moved or Returned to Milwaukee Region due primarily to Work (50%) or Family (30%)

Regarding their employment, most respondents ÷
! Work in either Milwaukee (52%) or Waukesha (23%) County
! Are employed either in Manufacturing (31%) or Educational, Health, or Other Services (28%)
! Have been with Current Employer for 6 or more years (86%)
! Have held Current Position for 6 or more years (67%)
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Thinking of the MiIwaukee 7 Region:
Perceptions of Area Business Leaders

FuII Report

Introduction

This report presents the results of a mail survey of business leaders from the Milwaukee region
administered by the Center of Urban Ìnitiatives and Research (CUÌR) at the University of Wisconsin-
Milwaukee, under contract with the Spirit of Milwaukee. The purpose of this survey was to gauge the
perceptions and opinions of business executives across Southeastern Wisconsin on business-related and
general impressions and characteristics about the Milwaukee region, namely the seven counties of
Southeastern Wisconsin: Kenosha, Milwaukee, Ozaukee, Racine, Walworth, Washington, and
Waukesha. The results will provide information and guidance to the Spirit of Milwaukee as it works to
help enhance the image of the Milwaukee region.

The questionnaire was designed in collaboration with staff from the Spirit of Milwaukee. The survey
consisted of twenty-eight items, using closed-ended and open-ended questions.

The survey was mailed in mid-February to 1,691 business leaders using addresses provided by a local
business association. The businesses were corporations with 100 or more employees in the fields of
Construction; Manufacturing; Transportation; Wholesale or Retail Trade; Finance; Ìnsurance & Real
Estate; Business & Financial Services; Legal Services; Engineering; Architecture; and Accounting. A
second mailing of the survey was sent approximately ten days later in order to boost response rate. A
total of 305 completed surveys were returned by the March 21, 2008, closing date. Using the corrected
mailing list of 1,493 addresses, the 305 returned surveys correspond to an effective response rate of 20.4
percent.

Respondent Residency

County of Residence
Respondents were asked to identify the county in which they currently reside. More than three of six
reside in either Waukesha (37%) or Milwaukee (27%) counties. (See Table 1.1)

TabIe 1.1: County of Residence
County Percent
Waukesha 36.8%
Milwaukee 27.4%
Ozaukee 10%
Walworth 7.0%
Washington 8.4%
Racine 4.0%
Kenosha 3.7%
Other * 2.7%
TotaI 100%
* Other counties included Dane, Dodge, Rock, Sheboygan, and Lake County, ÌL.

Childhood Spent in Milwaukee Region
Respondents were asked whether they spent their childhood in the Milwaukee Region. More than half of
the respondents (55%) reported having spent all or most of their childhood in the Milwaukee Region.

College or University in Milwaukee Region
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Respondents were asked whether they attended a college or university in the Milwaukee Region. Almost
seven of ten (69%) of respondents reported having attended a college or university in the Milwaukee
region.

Reason for Moving or Returning to the Milwaukee Region
Respondents were asked in an open-ended question to report why they either moved to or returned to the
Milwaukee Region (as applicable).

As shown in Table 1.2 (following page), most reported moving or returning to the Milwaukee Region
because of Career/Work or Family.

TabIe 1.2: Top 10 Reasons PeopIe Moved / Returned to the MiIwaukee Region
Theme / Aspect Count Percentage
Career/Work 99 50%
Family 60 30%
Business/Family Business 23 12%
Education 8 4%
Opportunity/Opportunities 8 4%
Good place to raise family 7 4%
Lifestyle 7 4%
Friendly people or area 6 3%
Friends 6 3%
Birthplace 5 3%

EmpIoyment-reIated Characteristics of Respondents

County of Employment
Respondents were asked to identify the county in which they were employed. More than half (52%) work
in Milwaukee County, and almost a quarter (23%) work in Waukesha County. (See Table 1.3)

TabIe 1.3: County of EmpIoyment
County Percent
Milwaukee 51.7%
Waukesha 23.0%
Washington 5.7%
Racine 5.4%
Kenosha 4.7%
Walworth 4.7%
Ozaukee 3.7%
Other * 1.0%
TotaI 100%
* Other response was "Statewide / Midwest¨.

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This is fairly consistent with county of residency, as most respondents reported living either Waukesha
(37%) or Milwaukee County (27%). Although most respondents reported living in Waukesha County,
most reported working in Milwaukee County.

Type of Employment / Ìndustry
Respondents were asked to identify the industry in which they worked. Nearly one-third (31%) work in
the Manufacturing industry; while over a quarter (28%) are employed in Educational, Health, and Other
Services. See Table 1.4 for a full listing.

TabIe 1.4: Type of EmpIoyment/ Industry
County Percent
Manufacturing 30.9%
Educational & Health Services 16.4%
Other Services 11.7%
Leisure & Hospitality 7.7%
Construction 7.7%
Trade, Transportation, & Utilities 7.4%
Professional & Business Services 7.4%
Financial Services 5.4%
Government 4%
Ìnformation Technology 1.3%
TotaI 100%


Years with Current Employer and Years in Current Position
Respondents were asked to report how many years that they have worked for their current employer, and
how many years they have been in their current positions.

As shown in Table 1.5, most have been with their current employers for at least 6 years or longer ÷ most
for more than 20 years (45%). Moreover, most have been in their current position for at least 6 years ÷
most between 6 to 10 years (24%). (See Table 1.6)

TabIe 1.5: Years with Current EmpIoyer TabIe 1.6: Years in Current Position
Range Percent Range Percent
Less than 1 year 2.3% Less than 1 year 4.3%
1 ÷ 2 years 4.6% 1 ÷ 2 years 10.2%
3 ÷ 5 years 7.2% 3 ÷ 5 years 18.8%
6 ÷ 10 years 18.7% 6 ÷ 10 years 24.3%
11 ÷ 20 years 22.3% 11 ÷ 20 years 20.7%
20 or more years 44.9% 20 or more years 21.7%
TotaI 100% TotaI 100%


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Ever Worked Fulltime Outside of Milwaukee Region
Respondents were asked whether they had ever worked fulltime outside of the Milwaukee Region.
Nearly six out of ten (59%) reported having worked fulltime outside of the Milwaukee Region. Of those,
nearly a third reported having worked outside of the Milwaukee region for 11 to 20 years (see Table 1.7).

TabIe 1.7: Years Worked Outside of
MiIwaukee Region
Range Percent
Less than 1 year 3.9%
1 ÷ 2 years 12.2%
3 ÷ 5 years 18.9%
6 ÷ 10 years 17.8%
11 ÷ 20 years 29.4%
20 or more years 17.8%
TotaI 100%

OveraII Perception of the MiIwaukee Region

Respondents were asked their overall perception of the Milwaukee Region along a scale from Poor (1) to
Excellent (5). As shown in Figure 1.1, nearly half of responses (47%) were positive (4 or higher), more
than three times the number of negative responses (15% - 2 or less).
Figure 1.1: OveraII Perception of the MiIwaukee Region
1.3
13.8
38
40.4
6.4
0
5
10
15
20
25
30
35
40
45
Poor (1) 2 3 4 ExceIIent (5)
Percentage of
Responses

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GeneraI KnowIedge of the MiIwaukee Region (M-7) Counties

Respondents were asked to report their general knowledge of the seven counties in the Milwaukee region
along a four-point scale: Not at All Knowledgeable (1), Not Very Knowledgeable (2), Somewhat
Knowledgeable (3), Very Knowledgeable (4). Missing values were not included in the analysis. (See
Figure 1.2 for mean scores)

Respondents felt more knowledgeable about Milwaukee (3.56 out of 4) and Waukesha (3.2 out of 4)
Counties in comparison to the others.
Figure 1.2: GeneraI KnowIedge of Counties in MiIwaukee Region
1.99
2.29
2.33
2.38
2.44
3.2
3.56
1 2 3 4
Walworth
Washington
Kenosha
Racine
Ozaukee
Waukesha
Milwaukee
C
o
u
n
t
y
Not at All knowledgeable <-------------------------------------------> Very
Knowledgeable
Impressions of the MiIwaukee Region

Local Ìmpressions of the Milwaukee Region
Respondents were asked in an open-ended question to identify three things that come to mind when
thinking of the Milwaukee Region. See Table 1.8. The two most frequent were (1) Lake or Lakefront; and
(2) High Crime, giving a balance between positive and negative themes. Overall, most of the Top 10
responses were positive.

TabIe 1.8: Top 10 Themes When Thinking of MiIwaukee Region
Theme / Aspect Count Percentage
Lake or Lakefront 41 15%
High Crime 39 14%
Good Place to Live, Work, or Raise Family 37 14%
High Taxes 37 14%
Good or Hard Work Ethic 23 8%
Friendly or Good People or Area 22 8%
Arts and Cultural Opportunities 21 8%
Manufacturing & Ìndustry 21 8%
Conservative/Resistant to Change/Lack of New Ìdeas 20 7%
Family-Friendly, Oriented, or Values 20 7%
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Things for Which the Milwaukee Region Should be Proud
Respondents were asked in an open-ended question to identify the three things that the Milwaukee
Region should be most proud.

As shown in Table 1.9, the most frequent responses were (1) Lake or Lakefront; (2) Arts and Culture; and
(3) Entertainment as the things for the Milwaukee Region to be most proud.

TabIe 1.9: Top 10 Things for the MiIwaukee Region to be Most Proud
Theme / Aspect Count Percentage
Lake or Lakefront 77 28%
Arts and Culture 67 24%
Entertainment (music, shopping, recreation, theatre, zoo) 49 18%
Education (colleges/universities, systems, opportunities) 43 16%
Sports Teams/Events 40 15%
Quality of life 30 11%
Work ethic 30 11%
Friendly or Civic-Minded People 28 10%
Parks 26 9%
Summerfest 24 9%

What the Milwaukee Region Needs to Ìmprove
Respondents were asked in an open-ended question to identify the three things that the Milwaukee
Region needs to improve.

Table 1.10 shows the ten most frequent responses for things that the Milwaukee Region needs to
improve. The top responses were (1) Crime; (2) Taxes; (3) Ìmprove Education or System (in general); and
(4) Ìmprove MPS.

TabIe 1.10: Top 10 Things the MiIwaukee Region Needs to Improve
Theme / Aspect Count Percentage
Crime 123 45%
Taxes 99 36%
Ìmprove Education or System (general) 42 15%
Ìmprove MPS 41 15%
Mass Transportation/Transit Plan 39 14%
Jobs or Employment 28 10%
Governance/Government 24 9%
Other 21 8%
Ìmage 16 6%
Summerfest 24 5%

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What to Change about the Milwaukee Region
Respondents were asked in an open-ended question to identify the one thing that they would change
about the Milwaukee Region.

The three most common changes suggested by respondents for the Milwaukee Region to make are in
regards to (1) Taxes; (2) Crime; and (3) Education System (see Table 1.11).
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TabIe 1.11: Top 10 Things PeopIe WouId Change about the MiIwaukee Region
Theme / Aspect Count Percentage
Taxes (all kinds) 45 19%
Crime or Safety 44 19%
Education, Education System, or Schools 24 10%
Better Business Climate 19 8%
Government/Leadership 13 6%
Clean or Beautify City, Lake, Neighborhoods, etc 11 5%
Race Relations/Segregation 10 4%
Ìnner City Conditions or Ìssues 8 3%
Ìmage (Blue Collar , Beer & Brats) 8 3%
Freeways, Roads, or Traffic 8 3%

Visitors' Ìmpressions of the Milwaukee Region
Respondents were asked in an open-ended question to identify three impressions that friends, family
members, or business leaders from out of town have about the Milwaukee Region.

The most commonly stated themes were (1) Friendly People or Place; (2) Cleanliness of the City, and (3)
Lake or Lakefront, shown in Table 1.12.

TabIe 1.12: Top 10 Impressions of Out-of-Town Visitors to the MiIwaukee Region
Theme / Aspect Count Percentage
Friendly Place or Nice People 56 22%
Cleanliness/Clean City 54 21%
Wonderful Lake or Lakefront 46 18%
Bad or Cold Weather or Climate 37 15%
Great/Good Restaurants and Food 30 12%
Ease of Mobility, Movement, or Travel 28 11%
High Crime or Lack of Safety 26 10%
Beautiful Area or Nice City 25 10%
Lots to do 22 9%
Beer or Breweries 17 7%

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Descriptions of the MiIwaukee Region

Respondents were presented with fifteen "either-or¨ descriptors of the Milwaukee Region. They were
given a positive or negative option to select that they felt best describes the Milwaukee Region. For
example, "Good Work Ethic or Poor Work Ethic¨.

Figure 1.3 shows the percentages of positive and negative responses for each. The three most positively
identified descriptors of the Milwaukee Region were (1) Good Universities/Universities; (2) Family-
Friendliness; and (3) Good Work Ethic.

Ìn contrast, the most negatively identified descriptors were (1) Old Economy; (2) Unattractive to Young
Professionals; and (3) High Crime.



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Assessing Features of the MiIwaukee Region

Respondents were asked to report their impression of various features about the Milwaukee region along
a five-point scale from Poor (1) to Excellent (5).

Using mean scores as shown in Figure 1.4, the four most positive impressions about the Milwaukee
Region were (1) Music & Ethnic Festivals; (2) Geographical Safety; (3) Higher Educational Options; and
(4) Major League Sports. Ìn contrast, the four least positive impressions were (1) Personal Tax Climate;
(2) Business Tax Climate; (3) Governance; and (4) Ethnic Relations.
Figure 1.4: Impression of Various Features of the MiIwaukee Region
1.9
2
2.57
2.69
2.79
2.85
3.05
3.16
3.4
3.45
3.72
3.72
3.77
3.8
3.85
4.01
4.14
4.42
4.62
1 2 3 4 5
Personal Tax Climate
Business Tax Climate
Governance
Ethnic Relations
Business Climate
Capacity to Ìnnovate
Ìnfrastructure
Tourist Appeal
Experienced Talent
Educated Talent
Variety of Choices to work, visit, etc
Entertainment
Ease of Access to work, home, etc
Arts and Culture Scene
Health Care Quality
Major League Sports
Higher Educational Options
Geographically Safe
Music & Ethnic Festivals
Poor <---------------------------------------------------------------------> Excellent

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Importance of RegionaI Factors ReIated to Business Location Decisions

Respondents were asked to report the importance of various factors related to business location
decisions along a scale from Not Very Ìmportant (1) to Somewhat Ìmportant (2) to Very Ìmportant (3). See
Figure 1.5.

Using mean scores, respondents reported Business Climate, Business Tax Climate, and Experienced
Talent as the top three important factors for business location decisions. The least important factors
reported were Tourist Appeal, Major League Sports, and Music & Ethnic
Figure 1.5: Importance of Various Factors to Business Location Decisions
1.72
1.75
1.8
1.83
1.84
2.23
2.29
2.31
2.38
2.43
2.49
2.57
2.59
2.59
2.59
2.61
2.63
2.77
2.8
1 2 3
Tourist Appeal
Major League Sports
Music & Ethnic Festivals
Entertainment
Arts & Culture Scene
Ethnic Relations
Geographically Safe
Variety of Choices to work, visit, etc
Higher Educational Options
Capacity to Ìnnovate
Ease of Access to work, home, etc
Ìnfrastructure
Health Care Quality
Governance
Educated Talent
Personal Tax Climate
Experienced Talent
Business Tax Climate
Business Climate
Not Very Important <-------------------------------------------> Very Important

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17
Comparing Assessment of RegionaI Factors to Importance of Business Location Decisions

After recoding the Business Location item to a five-point scale, one can compare the mean scores on
how the Milwaukee Region was rated along each of those factors. As shown in Figure1.6, respondents
tended to rate the Milwaukee Region lower on the most important factors and higher on the lesser
important factors.
Figure 1.6: Factors for Business Location Decisions and the MiIwaukee Region
3.16
4.01
4.62
3.72
3.8
2.69
4.42
3.72
4.14
2.85
3.77
3.05
3.45
3.85
2.57
1.9
3.4
2
2.79
2.43
2.51
2.6
2.66
2.68
3.46
3.57
3.61
3.77
3.86
3.98
4.13
4.17
4.18
4.19
4.21
4.36
4.55
4.6
1 2 3 4 5
Tourist Appeal
Major League Sports
Music & Ethnic Festivals
Entertainment
Arts & Culture Scene
Ethnic Relations
Geographically Safe
Variety of Choices to work, visit, etc
Higher Educational Options
Capacity to Ìnnovate
Ease of Access to work, home, etc
Ìnfrastructure
Educated Talent
Health Care Quality
Governance
Personal Tax Climate
Experienced Talent
Business Tax Climate
Business Climate
Not Very Important <-------------- Somewhat----------------> Very Important
Descriptors of Milwaukee Ìmportance for Business Location

Not Very Very
Important !-------------------------------------------------------------------" Important
/ Poor / Excellent!
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18

Business CIimate in the MiIwaukee Region's (M-7) Counties

Respondents were asked to rate their perceptions about the business climate in each of the seven
counties of the Milwaukee Region. (See Table 1.13)

Ìt is important to note that for most of the seven counties ÷ namely Kenosha, Ozaukee, Racine, Walworth,
and Washington ÷ there was a large number of Not Sure responses, suggesting a lack of knowledge.

TabIe 1.13: Perception of Business CIimate by County
County Declining
Remaining
the Same
Improving Not Sure
Kenosha 19.0% 23.0% 36.7% 21.3%
Milwaukee 37.1% 40.1% 19.9% 3.0%
Ozaukee 3.0% 34% 35.4% 27.6%
Racine 30.1% 30.1% 18.6% 21.3%
Walworth 5.1% 37.8% 13.9% 43.2%
Washington 4.7% 31.2% 29.8% 34.2%
Waukesha 4.7% 27.5% 55.3% 12.5%
Due to rounding, some percentages may not add up to 100%.


Figure 1.7 shows an alternative view of these results, presenting the mean values for Perceived Business
Climate for each county along a range from Declining (1) to Ìmproving (3). These results suggest that
respondents perceive an improving business climate in most counties (Waukesha, Ozaukee, Washington,
Kenosha, and Walworth), but a declining business climate in Milwaukee and Racine Counties.
Figure 1.7: Perceived Business CIimate
1.82
1.85
2.16
2.22
2.38
2.45
2.58
1 2 3
Milwaukee
Racine
Walworth
Kenosha
Washington
Ozaukee
Waukesha
Declining <--------------------------------- Remaining the Same -----------------------------> Improving

!
19
Strength of Industries in the MiIwaukee Region

Respondents were asked to rate their perceptions about the strength of several industries within the
Milwaukee Region. Respondents could rate these as Weak, Moderate, or Strong. See Table 1.14.

The industries that were perceived to be the most strong in the Milwaukee Region were Acute Health
Care; Financial Services; and Post-Secondary Education. Clean and Green Technologies and
Biotechnology are perceived to be the weakest.

TabIe 1.14: Perceived Strength of Various Industries in the MiIwaukee Region
Industry Weak Moderate Strong Not Sure
Manufacturing 20.4% 53.0% 26.0% <1.0%
Financial Services 3.3% 36.1% 59.3% 1.3%
Ìnformation Technology 18.2% 55.4% 19.5% 6.9%
Acute Health Care 1.3% 21.4% 74.7% 2.6%
Clean & Green Technologies 35.5% 36.2% 5.3% 23.0%
Fresh Water Research & Technology 19.2% 36.1% 22.8% 21.9%
Tourism 20.1% 56.3% 22.0% 1.6%
Biotechnology 28.6% 29.6% 11.2% 30.6%
Distribution 7.6% 52.6% 27.6% 12.2%
Post Secondary Education 4.3% 37.8% 58.2% 3.9%
Due to rounding, some percentages may not add up to 100%.

Note the high percentages of Not Sure responses for Biotechnology (31%), Clean & Green Technologies
(23%), and Fresh Water Research & Technology (22%).

An alternate presentation in Figure 8 presents this data as the mean values for perceived strength of
various industries along a range from Weak (1) to Strong (3). These results confirm the above.
Figure 8: Perceived Strength of Various Industries
1.61
1.75
2.01
2.02
2.05
2.06
2.23
2.56
2.57
2.75
1 2 3
Clean & Green Technology
Biotechnology
Ìnformation Technology
Tourism
Fresh Water Research & Technology
Manufacturing
Distribution
Post-Secondary Education
Financial Services
Acute Health Care
Weak <------------------------- Moderate --------------------> Strong
!!
!
20
Comparison of MiIwaukee Region's Business CIimate to Other MetropoIitan Areas

Respondents were asked to compare the business climate of the Milwaukee Region to seven other
metropolitan areas. Those areas were Cleveland, Columbus, Ìndianapolis, Kansas City, Cincinnati,
Minneapolis / St. Paul, and St. Louis.

Ìn Figure 1.9, the mean values for the Milwaukee Region's business climate in comparison to other areas
are presented using a range from Worse (1) to Better (3). Milwaukee compares most favorably to
Cleveland and St. Louis and less favorably to Ìndianapolis or Minneapolis / St. Paul.
Figure 1.9: MiIwaukee Region's Business CIimate Compared
to Other Metro Areas
1.23
1.62
1.82
1.97
2.01
2.12
2.32
1 2 3
Minneapolis / St. Paul
Ìndianapolis
Kansas City
Columbus
Cincinnati
St. Louis
Cleveland
Milwaukee is Worse <---------------------- Same ---------------------> Milwaukee is Better


!
21
Comparison of the MiIwaukee Region to other Areas of the United States

Respondents were asked to report their perceptions of how the Milwaukee Region compares on several
dimensions to other major regions of the United States using a five-point scale from Poor (1) to Excellent
(5).

As seen in Figure 1.10, respondents reported that the Milwaukee Region compares very favorably to
other areas in the United States on most categories, particular in regard to Major league Sports, Higher
Education Ìnstitutions, Recreational Activities, Easy Commute, and Performing Arts. The few categories
where the comparison is not as favorable are Climate, Public Transportation, and Low Cost of Living.
Figure 1.10: Perception of the MiIwaukee Region Compared
to Other Major Regions
2.48
2.59
2.73
2.78
2.99
3.25
3.27
3.65
3.69
3.72
3.72
3.79
3.85
3.88
1 2 3 4 5
Climate
Ease of Accessible Public
Transportation
Low Cost of Living
Racially, Ethnically, &
Culturally Diverse
Appreciation / Celebration of
Diversity
Affordable Housing
Variety of Retail Shopping
Outlets
Quantity & Quality of Visual
Arts Ìnstitutions
Ease of Travel by Air
Quantity & Quality of
Performing Arts Ìnstitutions
Easy Commute to Work
Quantity & Quality of
Recreational Activities
Quantity & Quality of Higher
Education Ìnstitutions
Variety of Major League
Sports / Events
Poor <-------------------------------------------------> Excellent

!
22
Things to Do in the MiIwaukee Region

Activities Within the Milwaukee Region's Counties (M-7)
Respondents were asked to report participation in various activities in each of the seven counties of the
Milwaukee Region.

As shown in Table 1.15, Milwaukee County plays host by far to the most activities. Milwaukee County led
the group in all areas, especially in sports, museums, summer festivals, and performing arts.

Respondents reporting shopping in all counties, but the most prevalent were Milwaukee, Waukesha,
Ozaukee, and Kenosha Counties.

Recreation and park use was more common in Milwaukee, Waukesha, and Washington Counties, with
the remainder spread out fairly evenly.

TabIe 1.15: Activities Within the MiIwaukee Region's Counties
Activity Kenosha Milwaukee Ozaukee Racine Walworth Washington Waukesha
College or
Professional Sports
4.9% 83.9% 1.0% <1.0% 1.0% 1.3% 5.9%
Museum, Zoo, or
Cultural Facility
5.6% 85.9% 3.3% 6.9% 1.6% 4.3% 12.5%
Performing Arts 2.0% 72.8% 3.3% 2.6% 1.3% 4.3% 15.4%
Shopping in Retail
Stores
31.8% 91.8% 32.5% 23.9% 13.4% 25.9% 69.5%
Recreation Facilities /
Parks
12.8% 68.9% 18.0% 13.1% 13.1% 21.0% 49.2%
Summer Festival 4.3% 77.0% 8.5% 5.6% 5.6% 9.5% 21.6%


!
23
Things to Show Friends, Family, or Business Leaders in the Milwaukee Region
Respondents were asked in an open-ended question to identify three things that they like to show friends,
family members, or business leaders from out of town who are visiting the Milwaukee Region.

As seen in Table 1.16, most reported that they would like to show visitors (1) Lake or Lakefront; (2) Miller
Park; and (3) Milwaukee Art Museum.

TabIe 1.16: Top 10 Things to Show Visitors to the MiIwaukee Region
Theme / Aspect Count Percentage
Lakefront or Lakeshore 116 43%
Miller Park 110 41%
Milwaukee Art Museum/Calatrava 99 37%
Milwaukee Downtown 50 18%
Bars/restaurants 44 16%
Summerfest 41 15%
Milwaukee County Zoo 31 11%
Summer or Ethnic Festivals 18 7%
Lake Michigan 16 6%
Golf Courses 15 6%

Importance of Proximity to Chicago

Respondents were asked to rate the importance of the Milwaukee Region's proximity to Chicago in
relation to their Lifestyle and their Business Success.

Ìn Figure 1.11, the mean values regarding the Milwaukee Region's proximity to Chicago are presented.
As is shown, proximity to Chicago is moderately important to either lifestyle or business success.
Figure 1.11: Importance of Proximity to Chicago
1.81
1.88
1 2 3
Business Success
Lifestyle
Not Very Important <------------- Somewhat Important -------------------> Very Important

!
24
Importance of CIose Access to Fresh Water

Respondents were asked to rate the importance of the Milwaukee Region's close access to fresh water
as it relates to a place to live or a place to conduct business.

Ìn Figure 1.12, the mean values for the Milwaukee Region's close access to fresh water in relation to a
place to live or a place to conduct business are presented. The results show that access to fresh water
for the Milwaukee Region is much more important as a place to live than it is for conducting business.
Figure 1.12: Importance of CIose Access to Fresh Water
1.81
2.45
1 2 3
Conduct Business
Place to Live
Not Very Important <--------- Somewhat Important ---------> Very Important

Importance of Water-Based Businesses in the Future

Respondents were asked to rate the importance of water-based businesses in the future. The results
show that most respondents think that water-based businesses will be Somewhat Ìmportant (29%) or
Very Ìmportant (64%) in the future. The mean value for this item is 2.56, suggesting significant
importance.

Respondent Demographics

Age
Respondents were asked to identify their age in years. For this item, the age range of 56 to 65 years was
inadvertently left out. As such, the Missing responses were included, as this may be due to that error.
(See Table 1.17)

TabIe 1.17: Age of Respondents
Age Range Percent
26 ÷ 35 years 4.6%
36 ÷ 45 years 13.8%
46 ÷ 55 years 52.1%
66 ÷ 75 years 11.5%
Over 75 years 2%
Missing 16.1%
TotaI 100%

Ethnicity / Race
Respondents were asked to identify their ethnicity using provided options. Respondents were
overwhelming Caucasian / White (96%), while other races / ethnicities did not account for more than 1%
each (African American, Hispanic / Latino, American Ìndian, Mixed, or Other).

Gender
Respondents were asked to identify their gender. More than four out of five (84%) reported being male.
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25
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Chapter 2
!
Thinking of MiIwaukee:
Perceptions of NationaI
Business Leaders about
MiIwaukee

!
26
Thinking of MiIwaukee:
Perceptions of NationaI Business Leaders

Executive Summary

The purpose of this mail survey was to gauge the perceptions and opinions on business-related and
general impressions and characteristics about Milwaukee. The results will provide information and
guidance to the Spirit of Milwaukee and the Milwaukee 7 Leadership as it works to help enhance the
image of the Milwaukee region.

The questionnaire was designed and administered through collaboration between staff from the Spirit of
Milwaukee and the Center of Urban Ìnitiatives and Research (CUÌR) at the University of Wisconsin-
Milwaukee. The survey consisted of sixteen items. The survey was sent in two complete mailings in
February 2008 to approximately 4,800 business leaders across the United States. The businesses were
Corporations with 100 or more employees in the fields of Construction; Manufacturing; Transportation;
Wholesale or Retail Trade; Finance; Ìnsurance & Real Estate; Business & Financial Services; Legal
Services; Engineering; Architecture; and Accounting. A total of 156 completed surveys were returned with
an effective response rate of 3.3 percent. While the response rate is lower than typically found in mail
surveys, obtaining a high response rate for a mail survey of this type, where many respondents are
unfamiliar with Milwaukee, is a significant challenge. Despite the low response rate, this does the
perception and opinions of over 150 individuals from across the country.

About MiIwaukee

Perception of Milwaukee
Respondents were asked their overall perception of Milwaukee along a scale from Poor (1) to Excellent
(5). Nearly half of responses (46%) gave a value of 4 or higher, almost eight times the number of
responses of 2 or less (6%). However, there is a large number with No Perception (25%)

Ìmpressions of Milwaukee
Respondents were asked the three impressions they have when thinking of Milwaukee. The three most
frequent impressions reported were (1) Beer / Breweries (66%); (2) Milwaukee Brewers / Baseball (34%);
and (3) Lakes / Lakefront / Lake Michigan (15%). The majority of the "Top Ten¨ responses were generally
positive; the only possibly negative impression was Cold Weather / Winters (13%).

Descriptions of Milwaukee
Respondents were presented with fifteen "either-or¨ descriptors of Milwaukee. They were asked to select
the positive or negative option that they feel best describes Milwaukee. (For example: "Good Work Ethic
or Poor Work Ethic). Respondents selected the positive descriptor in twelve of the fifteen descriptors.

Positively speaking, most think Milwaukee has (or is):

! Good Work Ethic (90%)
! Good Colleges / Universities (87%)
! Family Friendly (84%)
! Tourist Friendly (78%)
! Pro-Business (73%)


Negatively speaking, most think Milwaukee has (or is):

! Old Economy (84%)
! Uncreative (59%)
! Unattractive to Young Professionals (53%)


!
27
What Milwaukee Should be Proud of ÷ And Needs to Ìmprove
Two items asked respondents to report the three things of which Milwaukee should be most proud; and
the three things that the Milwaukee Region should improve.

Top Three Things Milwaukee Should be Most Proud of:
!
! Lake / Lakefront (26%)
! Friendly People (24%)
! Culture / Heritage (13%)

Top Three Things Milwaukee Should Ìmprove:
!
! Roads / Highway / Ìnfrastructure (25%)
! Crime (16%)
! Downtown (11%)

Business CIimate and Industry in MiIwaukee

The Business Climate in Milwaukee
When asked to rate their perception of the business climate in Milwaukee, most reported that it was
remaining the same (47%). Somewhat more reported the business climate as declining (16%) in
comparison to improving (10%). However, it should be noted that nearly a third (27%) responded with
Not Sure.

Strength of Ìndustries in Milwaukee
Respondents were asked to report the strength of various industries in Milwaukee as Weak, Moderate, or
Strong (Not Sure was also an option). Respondents reported their perception that Manufacturing, Post-
Secondary Education, Acute Health Care, Distribution, and Financial Services were between Moderate
and Strong. Fresh Water Research & Technology and Tourism were rated as Moderate. Clean & Green
Technology, Ìnformation Technology, and Biotechnology were all rated from Weak to Moderate.

However, it should be noted that all industries had a significant number of Not Sure responses, from 17%
up to 53%. This should be considered when interpreting these results.

Business Location Decisions and the MiIwaukee Area

Factors Ìmportant to Business Location Decisions
Respondents were asked to rate the importance of nineteen distinct factors related to business location
decisions from Not Very Ìmportant to Very Ìmportant. The five most highly rated factors were (1)
Business Climate; (2) Business Tax Climate; (3) Educated Talent; (4) Ìnfrastructure; and (5) Experienced
Talent.

Business Location Factors in Milwaukee
Ìn addition, respondents were also asked to rate Milwaukee along those same nineteen factors from Poor
to Excellent. The five highest ratings for Milwaukee were (1) Geographically Safe; (2) Music & Ethnic
Festivals; (3) Higher Education Options; (4) Variety of Places to Work, Visit, etc; and (5) Major League
Sports.

However in comparison to the factors for business location decisions, with only one exception the ratings
of Milwaukee fail to make the top ten: (1) Business Climate ÷ 13
th
for Milwaukee; (2) Business Tax
Climate ÷ 18
th
; (3) Educated Talent ÷ 6
th
; (4) Personal Tax Climate ÷ 19
th
and (5) Experienced Talent ÷
11
th
.

These results suggest that Milwaukee Region may not possess either in perception or in reality those
strong, positive factors that would influence business location decisions.
!
MiIwaukee Compared to Other MetropoIitan Areas of the United States
!
28

Respondents were asked to compare the business climate of Milwaukee to seven other metropolitan
areas of the United States, using the rating scale that Milwaukee is Worse, the Same as, or Better. The
results showed that respondents perceive Milwaukee more favorably than Cleveland and Columbus;
about the same as Cincinnati, St. Louis, and Kansas City; but less favorably than Ìndianapolis and
Minneapolis / St. Paul.
!
Proximity to Chicago and CIose Access to Fresh Water

Proximity to Chicago
Respondents were asked to how important Milwaukee's proximity to Chicago is for their lifestyle and for
the business success. For both items, respondents reported that it was Somewhat Ìmportant, neither
Unimportant nor Very Ìmportant.

Close Access to Fresh Water
Respondents were also asked how important Milwaukee's close access to fresh water is in terms of a
place to live and a place to conduct business. Ìn terms of a place to live, this close access is between
Somewhat and Very Ìmportant (2.4 out of 3), while related to conducting business this close access is
between Not Very Ìmportant and Somewhat Ìmportant (1.73 out of 3).

However, most respondents did report that water-based businesses would be Somewhat Ìmportant (44%)
to Very Ìmportant (46%) in the future.

Respondents

Demographic and other characteristics of the survey respondents include:

! Predominantly Male (88%)
! Between 46 and 55 years of age (63%)
! Mostly Caucasian / White (93%), although there are African American (3%), Asian American
(2%), and a few others
! Live in 37 states ÷ mostly from Wisconsin and Ìllinois - and 146 zip codes
! Most employed in Manufacturing (36%), Other Services (21%), or Professional & Business
Services (12%)
! Most have visited Milwaukee (71%) within the last year (49%) ÷ mainly for Business Reasons
(53%) or to Visit Family or Friends (16%)
! Only about one in six (16%) have lived in Milwaukee ÷ and most of them lived here 5 or more
years ago (70%)

Thinking of MiIwaukee:
Perceptions of NationaI Business Leaders

FuII Report

Introduction

This report presents the results of a mail survey of business leaders from across the United States administered
by the Center of Urban Ìnitiatives and Research (CUÌR) at the University of Wisconsin-Milwaukee, under
contract with the Spirit of Milwaukee. The purpose of this survey was to gauge the perceptions and opinions at
a national level on business-related and general impressions and characteristics about the Milwaukee region.
The results will provide information and guidance to the Spirit of Milwaukee and the Milwaukee 7 Leadership as
it works to help enhance the image of the Milwaukee region.

The questionnaire was designed in collaboration with staff from the Spirit of Milwaukee. The survey consisted of
eighteen items, using closed-ended and open-ended questions.

The survey was mailed in mid-February to 5,000 business leaders using addresses provided by a national
mailing service. The businesses were Corporations with 100 or more employees in the fields of Construction;
Manufacturing; Transportation; Wholesale or Retail Trade; Finance; Ìnsurance & Real Estate; Business &
Financial Services; Legal Services; Engineering; Architecture; and Accounting. A complete second mailing of
the survey was sent approximately ten days later to boost response rate. A total of 156 completed surveys were
returned by the March 28, 2008, closing date. Using the corrected mailing list of 4,732 addresses, the 156
returned surveys correspond to an effective response rate of 3.3 percent. While the response rate is lower than
typically found in mail surveys, obtaining a high response rate for a mail survey of this type, where many
respondents are unfamiliar with Milwaukee, is a significant challenge. Despite the low response rate, this does
the perception and opinions of over 150 individuals from across the country.

Connections to MiIwaukee

Ever Lived in Milwaukee
Respondents were asked if they had ever lived in Milwaukee, and if so, when was the most recent time they
had.

About one in six (17%) of the respondents reported having lived in Milwaukee. Seven of ten (70%) of
respondents had lived in Milwaukee more than five years ago, while about a quarter (22%) lived in Milwaukee
less than a year previously, and about one in thirteen (7%) from one to five years ago.

Ever Visited Milwaukee
Respondents were asked if they had ever visited Milwaukee. Ìf so, they were asked when the most recent visit
was, and its purpose.

Seven out of ten respondents (70%) had visited Milwaukee at some time. Of those, almost half (49%) had
visited within the last year, nearly a third within the last five years (30%), and about a fifth (21%) more than five
years ago. For most, the purpose of the visit was either Business (53%) or to Visit Family or Friends (16%).
See Table 2.1 (next page) for a complete list.
!
30

TabIe 2.1: Purpose of Visit to MiIwaukee
Purpose Percent
Business 52.9%
Visit Family or Friends 15.7%
Conference or Convention 9.8%
Sports 7.8%
Vacation 7.8%
Other 5.9%
TotaI 100%

EmpIoyment-reIated Characteristics of Respondents

Type of Employment/Ìndustry
Respondents were asked to identify the industry in which they worked. Most respondents reported working in
the Manufacturing industry (36%), followed by Other Services (21%), Professional & Business Services (12%),
and Leisure & Hospitality (10%). See Table 2.2 for a full listing.

!
TabIe 2.2: Type of EmpIoyment/ Industry
Industry Percent
Manufacturing 35.8%
Other Services 20.9%
Professional & Business Services 12.2%
Leisure & Hospitality 10.1%
Trade, Transportation, & Utilities 8.8%
Financial Services 4.1%
Government 3.4%
Construction 2.7%
Educational & Health Services 1.4%
Ìnformation Technology <1.0%
TotaI 100%


!
31
OveraII Perception of MiIwaukee

Respondents were asked their overall perception of Milwaukee using a scale from Poor (1) to Excellent (5).
Nearly half (45% - 4 or higher) of all responses were positive, more than triple the number of negative
responses (6% - 2 or lower). Ìt should be noted that nearly a quarter (24%) of respondents reported "No
Perception¨. See Figure 2.1.
Figure 2.1: OveraII Perception of MiIwaukee
1.3
5.2
24.8
32.7
12.4
23.5
0
5
10
15
20
25
30
35
Poor (1) 2 3 4 ExceIIent (5) No Perception
P
e
r
c
e
n
t
a
g
e

o
f

R
e
s
p
o
n
s
e
s

Impressions of MiIwaukee

Respondents were asked to identify three things that come to mind when thinking of Milwaukee. (See Table
2.3). The three most frequent responses were (1) Beer or Breweries; (2) the Milwaukee Brewers or Baseball;
and (3) Lakes, the Lakefront, or Lake Michigan, all of which are generally positive. Overall, most of the Top 10
responses were positive.

TabIe 2.3: Top 10 Themes When Thinking of MiIwaukee
Theme / Aspect Count Percentage
Beer or Breweries 94 65.7%
Milwaukee Brewers or Baseball 48 33.6%
Lakes, the Lakefront, or Lake Michigan 22 15.4%
Cold Weather or Long Winters 19 13.3%
Summerfest 14 9.8%
Midwest or Wisconsin 13 9.1%
Harley Davidson 11 7.7%
Heritage or Culture (German, Ìrish, Polish) 10 7.0%
Cheese 9 6.3%
Friendly City or Nice People 8 5.6%

!
32
Things for Which MiIwaukee ShouId Be Proud

Respondents were asked to identify the three things for which Milwaukee should be most proud.

The three most frequent responses for things Milwaukee should be most proud were (1) Lake or Lakefront; (2)
Friendly People; and (3) Culture or Heritage. (See Table 2.4).

TabIe 2.4: Top 10 Things for the MiIwaukee Region to be Most Proud
Theme / Aspect Count Percentage
Lake or Lakefront 28 25.5%
Friendly People 26 23.6%
Culture or Heritage 14 12.7%
Downtown 14 12.7%
Cleanliness or Beauty 13 11.8%
Recreation or Things to Do (theatre, shopping, zoo) 12 10.9%
Beer 10 9.1%
Miller Park 10 9.1%
Milwaukee Brewers 10 9.1%
Ethnic Diversity 9 8.2%

What MiIwaukee Needs to Improve

Respondents were asked to identify the three things that Milwaukee needs to improve.

The three most frequently cited things that Milwaukee needs to improve were (1) Roads, Highway System, or
Ìnfrastructure; (2) Crime; and (3) Downtown (various). (See Table 2.5).

TabIe 2.5: Top 10 Things the MiIwaukee Region Needs to Improve
Theme / Aspect Count Percentage
Roads, Highway System, or Ìnfrastructure 22 25.0%
Crime 14 15.9%
Downtown (various) 10 11.4%
Ìmage (cold, blue collar) 9 10.2%
Taxes 9 10.2%
Advertisement, Marketing, or Billboards 8 9.1%
Race Relations or Diversity (racism, segregation) 8 9.1%
Transportation or Traffic 8 9.1%
Cleanliness or Pollution 7 8.0%
Public education or schools 7 8.0%

!
33
Descriptions of MiIwaukee

Respondents were presented with fifteen "either-or¨ descriptors of Milwaukee. They were given a positive or
negative option to select that they felt best describes Milwaukee. For example, "Good Work Ethic or Poor Work
Ethic¨.

Figure 2.2 shows the percentages of positive and negative responses for each. The three most positively
identified descriptors of the Milwaukee were (1) Good Work Ethic; (2) Good Colleges/Universities; and
(3) Family-Friendliness.

Ìn contrast the three most negative characteristics were (1) Old Economy; (2) Uncreative, and (3) Unattractive to
Young Professionals.



!
34
Assessing Features of MiIwaukee

Respondents were asked to report their impression of various features of Milwaukee along a five-point scale
from Poor (1) to Excellent (5).

Using mean scores as shown in Figure 2.3, the three most positive impressions about Milwaukee were (1)
Geographical Safety; (2) Music & Ethnic Festivals; and (3) Higher Educational Options. Ìn contrast, the three
least positive impressions were (1) Personal Tax Climate; (2) Business Tax Climate; and (3) Ethnic Relations.

Figure 2.3: Impressions of Various Features in MiIwaukee
2.34
2.38
2.74
2.77
2.84
2.95
2.99
3.05
3.1
3.21
3.3
3.36
3.42
3.45
3.46
3.52
3.6
3.93
4.16
1 2 3 4 5
Personal Tax Climate
Business Tax Climate
Ethnic Relations
Governance
Capacity to Ìnnovate
Tourist Appeal
Business Climate
Ìnfrastructure
Experienced Talent
Entertainment
Arts and Culture Scene
Ease of Access to work, home, etc
Health Care Quality
Educated Talent
Major League Sports
Variety of Choices to work, visit, etc
Higher Educational Options
Music & Ethnic Festivals
Geographically Safe
Poor <---------------------------------------------------------------> Excellent

!
35
Importance of Various Factors to Business Location Decisions

Respondents were asked to report the importance of various factors to business location decisions along a
three-point scale from Not Very Ìmportant (1) to Somewhat Ìmportant (2) to Very Ìmportant (3). See Figure 2.4
for comparison using mean scores.

Respondents reported Business Climate, Business Tax Climate, Educated Talent and Ìnfrastructure (tie) as the
three most important factors for business location decisions. The least important factors reported were Major
League Sports, Music & Ethnic Festivals, Tourist Appeal and Arts & Culture Scene (tie).
Figure 2.4: Importance of Various Factors to Business Location Decisions
1.74
1.8
1.89
1.89
1.92
2.28
2.29
2.36
2.43
2.49
2.52
2.54
2.62
2.64
2.67
2.73
2.73
2.78
2.82
1 2 3
Major League Sports
Music & Ethnic Festivals
Tourist Appeal
Arts & Culture Scene
Entertainment
Geographically Safe
Ethnic Relations
Higher Educational Options
Variety of Choices to work, visit, etc
Capacity to Ìnnovate
Ease of Access to work, home, etc
Governance
Health Care Quality
Personal Tax Climate
Experienced Talent
Ìnfrastructure
Educated Talent
Business Tax Climate
Business Climate
Not Very Important <-------------- Somewhat----------------> Very Important


!
36
Comparing Assessment of Factors to Importance to Business Location Decisions

After recoding the Business Location item to a five-point scale, one can compare mean scores on how
Milwaukee was rated along each of those factors. As shown in Figure 2.5, respondents tended to rate
Milwaukee lower on the most important factors and higher on the lesser important factors.
Figure 2.5: Factors for Business Location Decisions and How MiIwaukee Rates
3.46
3.93
2.95
3.3
3.21
2.74
4.16
3.6
3.52
2.84
3.36
2.77
3.42
2.34
3.1
3.05
3.45
2.38
2.99
2.48
2.59
2.78
2.78
2.85
3.54
3.55
3.73
3.87
3.98
4.03
4.08
4.25
4.27
4.34
4.47
4.47
4.57
4.63
1 2 3 4 5
Major League Sports
Music & Ethnic Festivals
Tourist Appeal
Arts & Culture Scene
Entertainment
Ethnic Relations
Geographically Safe
Higher Educational Options
Variety of Choices to work, visit, etc
Capacity to Ìnnovate
Ease of Access to work, home, etc
Governance
Health Care Quality
Personal Tax Climate
Experienced Talent
Ìnfrastructure
Educated Talent
Business Tax Climate
Business Climate
Not Very Important <-------------- Somewhat----------------> Very Important
Descriptors of Milwaukee Ìmportance to Business Location


Not Very Very
Important !-------------------------------------------------------------------" Important
/ Poor / Excellent
!
37

Business CIimate in MiIwaukee

Respondents were asked to rate their perceptions about the business climate in Milwaukee. They could select
Declining, Remaining the Same, Ìmproving, or Not Sure.

Most respondents (47%) reported that the business climate in Milwaukee is remaining the same. About one in
six respondents (16%) reported that the business climate was declining and one in ten (10%) reported that it
was improving. Over a quarter of respondents (27%) selected Not Sure.


Strength of Industries in the MiIwaukee Region

Respondents were asked to rate their perceptions about the strength of several industries in Milwaukee.
Respondents could rate these as Weak, Moderate, or Strong; or Not Sure. See Table 2.6.

The industries perceived to be strongest are Financial Services, Manufacturing, and Post-Secondary Education.
The perceived weakest are Biotechnology and Clean & Green Technologies.

TabIe 2.6: Perceived Strength of Various Industries in MiIwaukee
Industry Weak Moderate Strong Not Sure
Manufacturing 4.6% 38.2% 32.1% 25.2%
Financial Services 7.7% 43.1% 18.5% 30.8%
Company Headquarters 29.2% 31.5% 13.1% 26.2%
Ìnformation Technology 27.7% 32.2% 3.8% 36.2%
Acute Health Care 10.1% 32.6% 20.2% 37.2%
Clean & Green Technologies 21.5% 30.8% 6.9% 40.8%
Fresh Water Research & Technology 14.8% 28.9% 14.1% 42.2%
Tourism 24.6% 37.7% 20.8% 16.9%
Biotechnology 19.8% 26.2% .8% 53.2%
Distribution 10.9% 33.6% 21.9% 33.6%
Post Secondary Education 11.6% 24.8% 34.9% 28.7%
Due to rounding, some percentages may not add up to 100%.

Note the relatively high percentages of Not Sure responses for all industries, especially for Biotechnology (53%),
Fresh Water Research & Technology (42%), and Clean & Green Technologies (41%). Ìn only one case was the
percentage of Not Sure responses lower than 25% - Tourism (17%). This suggests that respondents either are
not aware of these industries in general, or relative to Milwaukee.

!
38
An alternative representation using mean scores is shown in Figure 2.6. The mean values for Perceived
Strength of Various Ìndustries - not including Missing or Not Sure values - are presented. The range is from
Weak (1) to Strong (3).

These results demonstrate that respondents perceive Manufacturing and Post-Secondary Education to be the
strongest industries in Milwaukee, while Biotechnology and Ìnformation Technology are reported as the
weakest.
Figure 2.6: Perceived Strength of Various Industries
1.59
1.71
1.78
1.85
1.95
1.99
2.16
2.16
2.2
2.33
2.37
1 2 3
Biotechnology
Ìnformation Technology
Clean & Green Technology
Company Headquarters
Tourism
Fresh Water Research & Technology
Financial Services
Distribution
Acute Health Care
Post-Secondary Education
Manufacturing
Weak <------------------------- Moderate --------------------> Strong

Comparison of MiIwaukee's Business CIimate to Other MetropoIitan Areas

Respondents were asked to compare the business climate of Milwaukee Region to seven other metropolitan
areas. Those areas were Cleveland, Columbus, Ìndianapolis, Kansas City, Cincinnati, Minneapolis / St. Paul,
and St. Louis. Options were Milwaukee is Worse, the Same, or Better.

Ìn Figure 2.7, the mean values for the Milwaukee Region's business climate in comparison to other areas ÷ not
including Missing values - are presented. Milwaukee compares most favorably to Cleveland and least favorably
to Minneapolis/St. Paul.
Figure 2.7: MiIwaukee Region's Business CIimate Compared
to Other Metro Areas
1.41
1.77
1.84
1.96
1.98
2.11
2.27
1 2 3
Minneapolis/St. Paul
Ìndianapolis
Kansas City
St. Louis
Cincinnati
Columbus
Cleveland
Milwaukee is Worse <---------------------------- Same ---------------------------> Milwaukee is Better

!
39

Importance of Proximity to Chicago

Respondents were asked to rate the importance of Milwaukee's proximity to Chicago in relation to their Lifestyle
and Business Success.

Ìn Figure 2.8, the mean values regarding Milwaukee's proximity to Chicago are presented. As is shown,
proximity to Chicago is moderately important to either lifestyle or business success.
Figure 2.8: Importance of Proximity to Chicago
2.03
1.94
1 2 3
Business Success
Lifestyle
Not Very Important <------------- Somewhat Important -------------------> Very Important

Importance of CIose Access to Fresh Water

Respondents were asked to rate the importance of Milwaukee's close access to fresh water as it relates to a
place to live or a place to conduct business.

Ìn Figure 2.9, the mean values regarding access to fresh water are presented. The results show that
Milwaukee's close access to fresh water is much more important as a place to live (2.4) than it is for conducting
business (1.73).
Figure 2.9: Importance of CIose Access to Fresh Water
1.73
2.4
1 2 3
Conduct Business
Place to Live
Not Very Important <--------- Somewhat Important ---------> Very Important

Importance of Water-Based Businesses in the Future

Respondents were asked to rate the importance of water-based businesses in the future. The results show that
most respondents think that water-based businesses will be Somewhat Ìmportant (44%) or Very Ìmportant
(46%) in the future, suggesting significant importance.

!
40
Respondent Demographics

Age
Respondents were asked to identify their age in years. For this item, the age range of 56 to 65 years was
inadvertently left out. As such, the Missing responses were included, as this may be due to that error. See
Table 2.7.

TabIe 2.7: Age of Respondents
Age Range Percent
26 ÷ 35 years <1.0%
36 ÷ 45 years 2.6%
46 ÷ 55 years 14.7%
66 ÷ 75 years 50.6%
Over 75 years 1.9%
Missing 19.2%
TotaI 100%

Ethnicity / Race
Respondents were asked to identify their ethnicity using provided options. Respondents were overwhelming
Caucasian / White (93%), with African Americans at 3%, Asian Americans at 2%, and all other categories at less
than 2% each (Hispanic / Latino, American Ìndian, Other).


Gender
Respondents were asked to identify their gender. Nearly nine of ten (88%) reported being male.

Respondent Residency

State of Residence
Respondents identified 146 home zip codes representing 37 states. See Table 2.8 for the ten most frequent
states.

TabIe 2.8: State of Residence
State Count Percent
Wisconsin 21 14.0%
Ìllinois 14 9.3%
Texas 8 5.3%
Ìndiana 7 4.7%
Massachusetts 7 4.7%
Michigan 7 4.7%
California 6 4.0%
New York 6 4.0%
Pennsylvania 6 4.0%
Washington 6 4.0%
!!



!
41












Chapter 3
!
Thinking of MiIwaukee:
Comparisons between the
Perceptions of NationaI and
RegionaI
Business Leaders


!
42
Thinking of MiIwaukee:
Comparisons between the Perceptions of
NationaI and RegionaI Business Leaders

FuII Report

Introduction

This report presents the results of two mail surveys of business leaders from across the United States (National)
and across the Milwaukee 7 County region (Regional) administered by the Center of Urban Ìnitiatives and
Research (CUÌR) at the University of Wisconsin-Milwaukee, under contract with the Spirit of Milwaukee. The
purpose of this survey was to gauge the perceptions and opinions at a national and a regional level on
business-related and general impressions and characteristics about the Milwaukee region. The results will
provide information and guidance to the Spirit of Milwaukee and the Milwaukee 7 Leadership as it works to help
enhance the image of the Milwaukee region.

This report compares identical questions across both surveys.

OveraII Perception of MiIwaukee

Respondents were asked their overall perception of Milwaukee on a scale from Poor (1) to Excellent (5).
The results from both the National and Regional surveys are very similar, with nearly half of all responses for
both groups were positive with a value of 4 or higher (45% for National and 47% for Regional respondents). For
National respondents, this was more than six times the number of negative responses ÷ 2 or lower (7%), and for
Regional respondents, positive responses were more than three times the number of negatives (14%).
However, it should be noted that nearly a quarter (24%) of National respondents reported "No Perception¨. See
Figure 3.1.

Figure 3.1: OveraII Perceptions of MiIwaukee
1.3
5.2
24.8
32.7
12.4
23.5
1.3
13.8
38
40.4
6.4
0
0
5
10
15
20
25
30
35
40
45
Poor (1) 2 3 4 ExceIIent (5) No
Perception
P
e
r
c
e
n
t
a
g
e

o
f

R
e
s
p
o
n
s
e
s
NATIONAL REGIONAL

!
43
Impressions of MiIwaukee

Respondents were asked to identify three things that come to mind when thinking of Milwaukee. Table 3.1
shows the top ten themes for both the National and the Regional surveys.

From the National responses, most of the Top 10 responses were positive. The three most frequent responses
were (1) Beer or Breweries; (2) the Milwaukee Brewers or Baseball; and (3) Lakes, the Lakefront, or Lake
Michigan, all of which are generally positive.

The Regional responses were also mostly positive. The top four themes: (1) Lake or Lakefront; (2) High Crime;
(3) Good Place to Live, Work, or Raise a Family; and (4) High Taxes strike a balance between positive and
negative themes.

TabIe 3.1: Top 10 Themes When Thinking of MiIwaukee
NATIONAL Survey REGIONAL Survey
Theme / Aspect Percentage Theme / Aspect Percentage
Beer or Breweries 66% Lake or Lakefront 15%
Milwaukee Brewers or Baseball 34% High Crime 14%
Lakes, the Lakefront, or Lake
Michigan
15%
Good Place to Live, Work, or Raise a
Family
14%
Cold Weather or Long Winters 13% High Taxes 14%
Summerfest 10% Good or Hard Work Ethic 8%
Midwest or Wisconsin 9% Friendly or Good People or Area 8%
Harley Davidson 8% Arts and Cultural Opportunities 8%
Heritage or Culture 7% Manufacturing & Ìndustry 8%
Cheese 6%
Conservative/Resistant to
Change/Lack of New Ìdeas
7%
Friendly City or Nice People 6% Family-Friendly, Oriented, or Values 7%
Respondents were able to give up to three responses. Due to this, percentages do not add up to 100%.

For both surveys, the Lake, Lakes, or Lakefront were in the top three, and Friendly People or Area were in the
top ten.
!
44
Things for Which MiIwaukee ShouId Be Proud

Respondents were asked to identify the three things for which Milwaukee should be most proud. (See Table
3.2).

From the perspective of National business leaders, the three most frequent responses for things Milwaukee
should be most proud were (1) Lake or Lakefront; (2) Friendly People; and (3) Culture or Heritage.

From a Regional perspective, the most frequent responses were (1) Lake or Lakefront; (2) Arts and Culture; and
(3) Entertainment as the things for the Milwaukee Region to be most proud.

TabIe 3.2: Top 10 Things for the MiIwaukee Region to be Most Proud
NATIONAL Survey REGIONAL Survey
Theme / Aspect Percentage Theme / Aspect Percentage
Lake or Lakefront 26% Lake or Lakefront 28%
Friendly People 24% Arts and Culture 24%
Culture or Heritage 13%
Entertainment (music, shopping,
recreation, theatre, zoo)
18%
Downtown 13%
Education (colleges/universities,
systems, opportunities)
16%
Cleanliness or Beauty 12% Sports Teams/Events 15%
Recreation or Things to Do
(theatre, shopping, zoo)
11% Quality of life 11%
Beer 9% Work ethic 11%
Miller Park 9% Friendly or Civic-Minded People 10%
Milwaukee Brewers 9% Parks 9%
Ethnic Diversity 8% Summerfest 9%
Respondents were able to give up to three responses. Due to this, percentages do not add up to 100%.

For both surveys, the theme of Lake or Lakefront was the most frequently mentioned aspect of Milwaukee. The
response of Friendly People was again in the top ten of both surveys.


!
45
What MiIwaukee Needs to Improve

Respondents were asked to identify the three things that Milwaukee needs to improve. (See Table 3.3).

The three most frequently cited things that Milwaukee needs to improve bon the National survey were (1)
Roads, Highway System, or Ìnfrastructure; (2) Crime; and (3) Downtown (various).

The top responses on the Regional survey were (1) Crime; (2) Taxes; (3) Ìmprove Education or System (in
general); and (4) Ìmprove MPS.

TabIe 3.3: Top 10 Things the MiIwaukee Region Needs to Improve
NATIONAL Survey REGIONAL Survey
Theme / Aspect Percentage Theme / Aspect Percentage
Roads, Highway System, or
Ìnfrastructure
25% Crime 45%
Crime 16% Taxes 36%
Downtown (various) 11%
Ìmprove Education or System
(general)
15%
Ìmage (cold, blue collar) 10% Ìmprove MPS 15%
Taxes 10% Mass Transportation/Transit Plan 14%
Advertisement, Marketing, or
Billboards
9% Jobs or Employment 10%
Race Relations or Diversity (racism,
segregation)
9% Governance/Government 9%
Transportation or Traffic 9% Other 8%
Cleanliness or Pollution 8% Ìmage 6%
Public education or schools 8% Summerfest 5%
Respondents were able to give up to three responses. Due to this, percentages do not add up to 100%.

On both surveys, Crime was in the top three, Taxes in the top five, and Ìmproving Public Schools in the top ten.



!
46
Descriptions of MiIwaukee - NationaI Survey

Respondents were presented with fifteen "either-or¨ descriptors of Milwaukee. They were given a positive or
negative option to select that they felt best describes Milwaukee. For example, "Good Work Ethic or Poor Work
Ethic¨.

There are many similarities between the National and Regional Survey. However, National respondents often
rated Milwaukee more positively than Regional respondents.

Figure 2 shows the percentages of positive and negative responses for the National survey. The three most
positively identified descriptors of the Milwaukee were (1) Good Work Ethic; (2) Good Colleges/Universities; and
(3) Family-Friendliness. Ìn contrast the three most negative characteristics were (1) Old Economy; (2)
Uncreative, and (3) Unattractive to Young Professionals.



!
47
Descriptions of MiIwaukee - RegionaI Survey

Figure 3 shows the percentages of positive and negative responses for the Regional survey. The three most
positively identified descriptors of the Milwaukee Region were (1) Good Universities/Universities; (2) Family-
Friendliness; and (3) Good Work Ethic. Ìn contrast, the most negatively identified descriptors were (1) Old
Economy; (2) Unattractive to Young Professionals; and (3) High Crime.



!
48
Assessing Various Features of MiIwaukee

Respondents were asked to report their impression of various features of Milwaukee along a five-point scale
from Poor (1) to Excellent (5). As shown in Figure 3.4, mean values across features from both National and
Regional business leaders were very similar, with some slight difference in order.

Figure 3.4: Impressions of Various Features of MiIwaukee
2.34
2.38
2.74
2.77
2.84
2.95
2.99
3.05
3.1
3.21
3.3
3.36
3.42
3.45
3.46
3.52
3.6
3.93
4.16
1.9
2
2.69
2.57
2.85
3.16
2.79
3.05
3.4
3.72
3.8
3.77
3.85
3.45
4.01
3.72
4.14
4.42
4.62
1 2 3 4 5
Personal Tax Climate
Business Tax Climate
Ethnic Relations
Governance
Capacity to Ìnnovate
Tourist Appeal
Business Climate
Ìnfrastructure
Experienced Talent
Entertainment
Arts and Culture Scene
Ease of Access to work, home, etc
Health Care Quality
Educated Talent
Major League Sports
Variety of Choices to work, visit, etc
Higher Educational Options
Music & Ethnic Festivals
Geographically Safe
Poor <-------------------------------------------------------------> Excellent
NATÌONAL REGÌONAL


!
49
Importance to Various Features to Business Location Decisions

Respondents were asked to report the importance of various factors to business location decisions along a
three-point scale from Not Very Ìmportant (1) to Somewhat Ìmportant (2) to Very Ìmportant (3). As shown in
Figure 3.5, the mean scores from the National and Regional surveys were virtually identical.
Figure 3.5: Importance of Various Areas to Business Location Decisions
1.74
1.8
1.89
1.89
1.92
2.28
2.29
2.36
2.43
2.49
2.52
2.54
2.62
2.64
2.67
2.73
2.73
2.78
2.82
1.75
1.8
1.72
1.84
1.83
2.29
2.23
2.38
2.31
2.43
2.49
2.59
2.59
2.61
2.63
2.57
2.59
2.77
2.8
1 2 3
Major League Sports
Music & Ethnic Festivals
Tourist Appeal
Arts & Culture Scene
Entertainment
Geographically Safe
Ethnic Relations
Higher Educational Options
Variety of Choices to work, visit, etc
Capacity to Ìnnovate
Ease of Access to work, home, etc
Governance
Health Care Quality
Personal Tax Climate
Experienced Talent
Ìnfrastructure
Educated Talent
Business Tax Climate
Business Climate
Not Very Important <-------------- Somewhat----------------> Very Important
NATIONAL REGIONAL


!
50
Comparing Assessment of Various Feature to Importance of Business Location Decisions

After recoding the Business Location item to a five-point scale, one can compare how Milwaukee was rated
along each of those factors. For both National and Regional business leaders, Milwaukee (or the Milwaukee
Region) tends to rate lowest on the most important factors and highest on the least important factors. See
Figure 3.6 for National Survey results and Figure 3.7 for Regional Survey results.

Figure 3.6: NATIONAL Survey: Factors for Business Location Decisions and How
MiIwaukee Rates
3.46
3.93
2.95
3.3
3.21
2.74
4.16
3.6
3.52
2.84
3.36
2.77
3.42
2.34
3.1
3.05
3.45
2.38
2.99
2.48
2.59
2.78
2.78
2.85
3.54
3.55
3.73
3.87
3.98
4.03
4.08
4.25
4.27
4.34
4.47
4.47
4.57
4.63
1 2 3 4 5
Major League Sports
Music & Ethnic Festivals
Tourist Appeal
Arts & Culture Scene
Entertainment
Ethnic Relations
Geographically Safe
Higher Educational Options
Variety of Choices to work, visit, etc
Capacity to Ìnnovate
Ease of Access to work, home, etc
Governance
Health Care Quality
Personal Tax Climate
Experienced Talent
Ìnfrastructure
Educated Talent
Business Tax Climate
Business Climate
Not Very Important <-------------- Somewhat----------------> Very Important
Descriptors of Milwaukee Ìmportance to Business Location


Not Very Very
Important !-------------------------------------------------------------------" Important
/ Poor / Excellent
!
51
Figure 3.7: REGIONAL Survey: Factors for Business Location Decisions and
the MiIwaukee Region
3.16
4.01
4.62
3.72
3.8
2.69
4.42
3.72
4.14
2.85
3.77
3.05
3.45
3.85
2.57
1.9
3.4
2
2.79
2.43
2.51
2.6
2.66
2.68
3.46
3.57
3.61
3.77
3.86
3.98
4.13
4.17
4.18
4.19
4.21
4.36
4.55
4.6
1 2 3 4 5
Tourist Appeal
Major League Sports
Music & Ethnic Festivals
Entertainment
Arts & Culture Scene
Ethnic Relations
Geographically Safe
Variety of Choices to work,
visit, etc
Higher Educational
Options
Capacity to Ìnnovate
Ease of Access to work,
home, etc
Ìnfrastructure
Educated Talent
Health Care Quality
Governance
Personal Tax Climate
Experienced Talent
Business Tax Climate
Business Climate
Not Very Important <-------------- Somewhat----------------> Very Important
Descriptors of Milwaukee Ìmportance for Business Location


Not Very Very
Important !-------------------------------------------------------------------" Important
/ Poor / Excellent
!
52
Strength of Industries in the MiIwaukee Region

Respondents were asked to rate their perceptions about the strength of several industries in Milwaukee.
Respondents could rate these as Weak, Moderate, or Strong; or Not Sure.

Table 3.4 shows the perceived strength of various industries in Milwaukee from the perception of National
business leaders. The industries perceived to be strongest are Financial Services, Manufacturing, and Post-
Secondary Education. The perceived weakest are Biotechnology and Clean & Green Technologies.

TabIe 3.4: NATIONAL Survey - Perceived Strength of Various Industries in MiIwaukee
Industry Weak Moderate Strong Not Sure
Manufacturing 4.6% 38.2% 32.1% 25.2%
Financial Services 7.7% 43.1% 18.5% 30.8%
Company Headquarters 29.2% 31.5% 13.1% 26.2%
Ìnformation Technology 27.7% 32.2% 3.8% 36.2%
Acute Health Care 10.1% 32.6% 20.2% 37.2%
Clean & Green Technologies 21.5% 30.8% 6.9% 40.8%
Fresh Water Research & Technology 14.8% 28.9% 14.1% 42.2%
Tourism 24.6% 37.7% 20.8% 16.9%
Biotechnology 19.8% 26.2% .8% 53.2%
Distribution 10.9% 33.6% 21.9% 33.6%
Post Secondary Education 11.6% 24.8% 34.9% 28.7%
Due to rounding, some percentages may not add up to 100%.

Note the relatively high percentages of Not Sure responses for all industries, especially for Biotechnology (53%),
Fresh Water Research & Technology (42%), and Clean & Green Technologies (41%). Ìn only one case was the
percentage of Not Sure responses lower than 25% - Tourism (17%). This suggests that respondents either are
not aware of these industries in general, or relative to Milwaukee.

!
53
Table 3.5 shows the perceived strength of industries from the perception of Regional Business leaders. The
industries perceived the most strong in the Milwaukee Region were Acute Health Care; Financial Services; and
Post-Secondary Education. Clean and Green Technologies and Biotechnology are perceived the weakest.

TabIe 3.5: REGIONAL Survey - Perceived Strength of Various Industries in the MiIwaukee Region
Industry Weak Moderate Strong Not Sure
Manufacturing 20.4% 53.0% 26.0% <1.0%
Financial Services 3.3% 36.1% 59.3% 1.3%
Ìnformation Technology 18.2% 55.4% 19.5% 6.9%
Acute Health Care 1.3% 21.4% 74.7% 2.6%
Clean & Green Technologies 35.5% 36.2% 5.3% 23.0%
Fresh Water Research & Technology 19.2% 36.1% 22.8% 21.9%
Tourism 20.1% 56.3% 22.0% 1.6%
Biotechnology 28.6% 29.6% 11.2% 30.6%
Distribution 7.6% 52.6% 27.6% 12.2%
Post Secondary Education 4.3% 37.8% 58.2% 3.9%
Due to rounding, some percentages may not add up to 100%.

Note the high percentages of Not Sure responses for Biotechnology (31%), Clean & Green Technologies (23%),
and Fresh Water Research & Technology (22%).

!
54
An alternative representation is shown in Figure 3.8, with the mean values for Perceived Strength of Various
Ìndustries presented.

The results show differences between the National and Regional surveys. For the National respondents, the
perceived strongest industries in Milwaukee are Manufacturing and Post-Secondary Education, while
Biotechnology and Ìnformation Technology are reported as the weakest. For Regional respondents, Acute
Health Care, Financial Services, and Post-Secondary Education are the perceived strongest, with Clean and
Green Technologies and Biotechnology as the perceived weakest.

Figure 3.8: Perceived Strength of Various Industries in MiIwaukee
1.59
1.71
1.78
1.95
1.99
2.16
2.16
2.2
2.33
2.37
1.75
2.01
1.61
2.02
2.05
2.57
2.23
2.75
2.56
2.06
1 2 3
Biotechnology
Ìnformation Technology
Clean & Green
Technology
Tourism
Fresh Water Research &
Technology
Financial Services
Distribution
Acute Health Care
Post-Secondary
Education
Manufacturing
Weak <------------------------------- Moderate -------------------------------> Strong
NATIONAL REGIONAL


!
55
Comparison of MiIwaukee's Business CIimate to Other MetropoIitan Areas

Respondents were asked to compare the business climate of Milwaukee Region to seven other metropolitan
areas. Those areas were Cleveland, Columbus, Ìndianapolis, Kansas City, Cincinnati, Minneapolis / St. Paul,
and St. Louis. Options were Milwaukee is Worse, the Same, or Better.

Ìn Figure 3.9, the mean values for the Milwaukee Region's business climate in comparison to other areas are
presented. Although there is some variation between the two surveys, both National and Regional respondents
report that Milwaukee compares most favorably to Cleveland and Columbus, and less favorably to
Minneapolis/St. Paul and Ìndianapolis.

Figure 3.9: MiIwaukee Region's Business CIimate Compared to Other Metro
Areas
1.41
1.77
1.84
1.96
1.98
2.11
2.27
1.23
1.62
1.82
2.12
2.01
1.97
2.32
1 2 3
Minneapolis/St. Paul
Ìndianapolis
Kansas City
St. Louis
Cincinnati
Columbus
Cleveland
Milwaukee is Worse <------------------------- Same -----------------------> Milwaukee is Better
NATIONAL REGIONAL

!
56

Importance of Proximity to Chicago

Respondents were asked to rate the importance of Milwaukee's proximity to Chicago in relation to their Lifestyle
and Business Success.

Ìn Figure 3.10, the mean values regarding Milwaukee's proximity to Chicago are presented. The mean values
for both National and Regional respondents are very similar. As is shown, proximity to Chicago is moderately
important to either lifestyle or business success.
Figure 3.10: Importance of Proximity to Chicago
2.03
1.94
1.81
1.88
1 2 3
Business Success
Lifestyle
Not Very Important <------------------ Somewhat Important ------------------------> Very Important
NATIONAL REGIONAL

!
57
Importance of CIose Access to Fresh Water

Respondents were asked to rate the importance of Milwaukee's close access to fresh water as it relates to a
place to live or a place to conduct business. Ìn Figure 3.11, the mean values regarding access to fresh water
are presented. Not only are the mean values virtually identical for both National and Regional respondents, but
the results also show that for Milwaukee's close access to fresh water is much more important as a place to live
than it is for conducting business.

Figure 3.11: Importance of MiIwaukee's CIose Access to Fresh Water
1.73
2.4
1.81
2.45
1 2 3
Conduct Business
Place to Live
Not Very Important <------------- Somewhat Important -------------------> Very Important
NATIONAL REGIONAL
Impor
tance of Water-Based Businesses in the Future

Respondents were asked to rate the importance of water-based businesses in the future. As shown in Figure
3.12, Regional respondents report that water-based businesses will be important in the future than National
respondents (2.56 compared to 2.37, respectively).

Figure 3.12: Importance of Water-Based Businesses in the Future
2.37
2.56
1 2 3
Water-Based
Businesses
Not Very Important <------------- Somewhat Important -------------------> Very Important
NATIONAL REGIONAL
!
58
Respondent Demographics

Age
Respondents were asked to identify their age in years. For this item, the age range of 56 to 65 years was
inadvertently left out. As such, the Missing responses were included, as this may be due to that error.

For the National survey, more than half of respondents (51%) were in the 66 to 75 year old category. For the
Regional survey, more than half were in the 46 to 55 year-old category (52%). See Table 3.6.

TabIe 3.6: Age of Respondents
Age Range National Regional
26 ÷ 35 years 1% 5%
36 ÷ 45 years 3% 14%
46 ÷ 55 years 15% 52%
66 ÷ 75 years 51% 12%
Over 75 years 2% 2%
Missing 19% 16%
TotaI 100% 100%
Due to rounding, some percentages may not add up to 100%.


Ethnicity / Race
Respondents were asked to identify their ethnicity using provided options. For both National and Regional
surveys, respondents were overwhelming Caucasian / White (89% and 93%, respectively). Table 3.7 shows
how ethnicity was reported for both surveys.

TabIe 3.7: Age of Respondents
Ethnicity / Race National Regional
African American 3% 1%
Caucasian/White 89% 93%
Hispanic/Latino 1% 1%
American Ìndian 1% 1%
Asian American 2% 0%
Mixed 0% 1%
Other 1% 0%
Missing 5% 3%
TotaI 100% 100%
Due to rounding, some percentages may not add up to 100%.


Gender
Respondents were asked to identify their gender. Ìn both surveys, most reported being male, with 88% for the
National and 84% for the Regional survey.


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Type of Employment/Ìndustry
Respondents were asked to identify the industry in which they worked.

There were similarities and differences between the National and Regional surveys. For both, Manufacturing
was the most commonly reported industry (36% for National and 31% for Regional). Other Services (21%),
Professional and Business Services (10%) round out the top three reported industries by National respondents,
while Education and Health Services (16%) and Other Services (12%) round out the top three for Regional
respondents. See Table 3.8 for a full listing.

TabIe 3.8: Type of EmpIoyment/Industry
Industry National Regional
Construction 3% 8%
Educational & Health Services 1% 16%
Financial Services 4% 5%
Government 3% 4%
Ìnformation Technology 1% 1%
Leisure & Hospitality 10% 8%
Manufacturing 36% 31%
Other Services 21% 12%
Professional & Business Services 12% 7%
Trade, Transportation, & Utilities 9% 7%
TotaI 100% 100%
Due to rounding, some percentages may not add up to 100%.

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