What is the NEW Economic Opportunity Study?

Believing that workforce development and economic development are inextricably linked, the Fox Valley Workforce Development Board, in partnership with the Bay Area Workforce Development Board and other agencies, commissioned an economic development study of a 17 county area in Northeast Wisconsin. 

Study provides opportunities to:

• Build partnerships, including cooperation and coordination between area business organizations, municipalities, and metropolitan areas

• Incorporate results of study into future strategic planning

• Create stronger linkages between companies for doing business within this region

• Develop sound future economic and workforce strategies, creating jobs that pay well and have bright futures.

Who are the partners forthe NEW EconomicOpportunity Study?

The major partners for the NEW Economic Opportunity Study are the Fox Valley and Bay Area Workforce Development Boards, county UW-Extension services, East Central and Bay Lakes Regional Planning Commissions, private sector business, local chambers of commerce, the Northeast Wisconsin Regional Economic Partnership, and other area economic development groups.  This consortium is continually seeking to bring new partners to the table. 

NEW Economic Opportunity Study Area

• 18 counties: BrownCalumetDoorFlorenceFond du LacGreen LakeKewauneeManitowoc Marinette

MarquetteMenomineeOcontoOutagamieShawanoSheboyganWaupacaWausharaWinnebago

NEW Economic Opportunity Study Subregions

Highway 41/141 North Subregion:

FlorenceMarinetteOcontoHighway 22

Subregion:

MenomineeShawanoWaupaca

Fox Valley Rural Subregion:

WausharaGreen LakeMarquette

Lakeshore Subregion:

DoorKewauneeManitowocSheboygan

Fox Valley Urban Subregion:

BrownOutagamieCalumetWinnebagoFond du Lac

Fox Valley Urban Subregion

Winnebago County belongs to the Fox Valley Urban Subregion, along with Brown, Outagamie, Calumet, and Fond du Lac Counties.

Benchmarking Trends –Per Capita Income

Winnebago County Per Capita Income

$0

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

$35,000

U.S. Wisconsin N.E.W. Winnebago

Benchmarking Trends –Per Capita Income

NEW Per Capita Income and Percent of U.S. Average

Per Capita Income (dollars) 2001

Wisconsin $29,923

Percent of US Average 97%

N.E.W. Study Area (avg. of 17 counties)

$24,987

Percent of US Average 82%

Percent of Wisconin Average 84%

Source: Wisconsin Department of Revenue, Economic Outlook Appendices; August, 2002;  *REIS 1969-2001, BEA; 2002. Compiled by Bay Lake and East Central RPCs, 2003. 

Benchmarking Trends –Educational Attainment

Winnebago County Educational Attainment

0%10%

20%30%

40%50%60%

70%80%

90%100%

U.S. Wisconsin N.E.W. Winnebago

4 Year Degree or Higher

Associate Degree

No College Degree

Benchmarking Trends –Educational Attainment

Educational Attainment NEW Economy Study Area

6.8% 5.4% 5.8% 6.3% 5.2% 5.2% 7.2% 7.0% 6.2% 6.7% 6.4%

9.0% 9.6% 9.2% 9.0% 9.3% 8.3%13.0% 10.8% 9.0% 11.7% 7.9%

32.3% 34.6%39.6% 39.8% 39.3% 37.2%

42.3% 44.6%41.4%

44.9%

37.8%

17.4%20.6%

19.2% 19.4% 19.0%19.3%

19.9% 17.8%19.4%

18.8%

19.6%

8.2%7.5%

7.5% 7.5% 7.5%8.3%

5.5% 5.9%7.1%

6.1%

8.4%

17.5%15.3%

13.6% 13.0% 14.2% 15.8%

8.7% 9.8% 12.2%8.6%

14.7%

8.7% 7.2% 5.1% 4.9% 5.4% 5.8% 3.4% 4.0% 4.8% 3.3% 5.3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

United States

Wisconsin

N.E.W. S

tudy Area

BAWDB

FVWDB

Fox Valley Urban

Fox Valley Rural

Highway 22

Lakeshore

Hwy 41/141 North I-43

GraduateDegree

BachelorDegree

AssociateDegree

SomeCollege

High SchoolGrad

Some HighSchool

Less than9th Grade

Winnebago County Commuting Patterns

468to Green Lake

460to Waupaca

570to Calumet

60,429Stay

669to Brown

Workers Commuting Out

1,506 to elsewhere

163to Waushara

2,544to Fond du Lac

14,300to Outagamie

Winnebago County Commuting Patterns

890from Green Lake

1,307from Waupaca

3,423from Calumet

60,429Stay

859from Brown

Workers Commuting In

1,828 from elsewhere

1,162from Waushara

2,721from Fond du Lac

15,233from Outagamie

Top 10 Industry Groupsin Winnebago County

Industry Group Employers Employees

Paper manufacturing 36 6,687

Educational Services 22 5,482

Food services & drinking places 252 4,677

Transportation equipment manufacturing

12 3,731

Management of companies & enterprises

30 3,580

Administrative & support services 117 3,108

Hospitals 3 3,077

Ambulatory health care services 189 3,038

Professional & technical services 213 2,993

Nursing & residential care facilities 38 2,776

* = data suppressed to maintain confidentiality. Source = WI DWD, County Profiles, 2004

Winnebago County Commodity Flows

Study Area Total:3,812,494 Tons

Washington66,654

Dodge68,346

Columbia39,547

Fond du Lac178,361

Sheboygan165,460

Manitowoc90,662

GreenLake

54,907

Marquette6,242

Calumet69,714

Brown363,973

Adams4,326

Winnebago838,189

Waushara32,821

Portage42,269

Waupaca65,312

Marathon103,912

Shawano22,183

Menominee7,202 Oconto

19,005

Langlade9,200

Source: WisDOT, 2004

Dane252,585

Ozaukee50,679

Milwaukee921,638

Outagamie339,307

1996 Truck Commodity Tonnages Imported by Winnebago County

from ECWRPC Countiesand Adjacent Counties

1996 Winnebago County Imports by Commodity and County of Origin

1st % 2nd % 3rd %

Farm Products Winnebago 31.2 Outagamie 14.0 Fond du Lac 11.7

Nonmetallic minerals, exc. fuels Fond du Lac 40.0 Calumet 38.1 Winnebago 6.9

Food or kindred products Brown 19.4 Milwaukee 16.7 Dane 11.1

Textile mill products Milwaukee 64.4 Outagamie 20.3 Fond du Lac 12.4

Apparel or other finished textile products Milwaukee 100.0        

Lumber or wood products Langlade 12.1 Menominee 11.7 Waushara 11.6

Furniture or fixtures Dane 29.0 Manitowoc 16.5 Dodge 15.3

Pulp, paper or allied products Winnebago 25.0 Outagamie 23.8 Brown 18.5

Printed matter Milwaukee 35.9 Dane 17.6 Winnebago 14.7

Chemicals Milwaukee 49.8 Dane 18.9 Washington 8.1

Petroleum or coal products Winnebago 91.9 Portage 6.6 Outagamie 0.6

Rubber or miscellaneous plastic products Milwaukee 25.2 Sheboygan 19.5 Manitowoc 18.7

Clay, concrete, glass or stone products Milwaukee 64.8 Winnebago 17.5 Fond du Lac 4.4

Primary metal products Milwaukee 52.9 Waupaca 9.3 Calumet and Winnebago 6.5

Fabricated metal products Milwaukee 68.9 Washington 19.0 Brown and Ozaukee 2.0

Machinery - other than electrical Milwaukee 41.1 Fond du Lac 13.1 Dane 8.4

Electrical machinery, equipment, or supplies Milwaukee 46.8 Winnebago 15.9 Ozaukee 11.5

Transportation equipment Dodge 29.1 Milwaukee 20.9 Dane 18.2

Instruments - Photographic or optical goods Milwaukee 68.3 Dane 30.0 Brown 1.0

Miscellaneous manufacturing products Milwaukee 56.7 Dane 11.5 Ozaukee 7.4

Waste or scrap materials Milwaukee 24.3 Dane 17.6 Winnebago 8.3

Secondary traffic Outagamie 35.8 Milwaukee 14.9 Brown 9.5

TOTAL COMMODITIES Winnebago 18.7 Milwaukee 16.1 Outagamie 11.8

Source: Wisconsin Department of Transportation, 2004

Study area includes: Adams, Brown, Calumet, Columbia, Dane, Dodge, Fond du Lac, Green Lake, Langlade, Manitowoc, Marathon, Marquette, Menominee,

Milwaukee, Oconto, Outagamie, Ozaukee, Portage, Shawano, Sheboygan, Washington, Waupaca, Waushara, and Winnebago Counties.

Winnebago County Commodity Flows

Study Area Total: 4,476,141 Tons

Washington39,306

Dodge56,943

Columbia74,877

Fond du Lac355,989

Sheboygan119,511

Manitowoc31,334

GreenLake

14,739

Marquette68,770

Calumet252,654

Brown254,396

Adams55,347

Winnebago838,189

Waushara110,747

Portage159,897

Waupaca96,281

Marathon177,293

Shawano25,545

Menominee94,147 Oconto

20,909

Langlade103,936

Source: WisDOT, 2004

Dane253,123

Ozaukee22,902

Milwaukee720,600

Outagamie528,706

1996 Truck Commodity Tonnages Exported by Winnebago County

to ECWRPC Countiesand Adjacent Counties

1996 Winnebago County Exports by Commodity and County of Destination

1st % 2nd % 3rd %

Farm Products Milwaukee 43.2 Winnebago 17.7 Outagamie 7.9

Nonmetallic minerals, exc. fuels Winnebago 37.2 Outagamie 21.0 Fond du Lac 16.0

Food or kindred products Milwaukee 25.4 Green Lake 13.1 Outagamie 11.0

Textile mill products Milwaukee 94.0 Sheboygan 3.9 Dane 2.1

Apparel or other finished textile products Milwaukee

100.0        

Lumber or wood products Milwaukee 34.3 Winnebago 17.7 Dane 9.0

Furniture or fixtures Milwaukee 99.4 Dane 0.3 Outagamie and Sheboygan 0.1

Pulp, paper or allied products Milwaukee 32.5 Dane 11.6 Brown 10.2

Printed matter Milwaukee 48.0 Dane 12.3 Winnebago 6.1

Chemicals Milwaukee 56.6 Dane 11.6 Sheboygan 6.8

Petroleum or coal products Winnebago 41.8 Brown 12.5 Outagamie 10.9

Rubber or miscellaneous plastic products Milwaukee 89.9 Dane 5.6 Marathon, Oconto, Sheboygan, and Winnebago 1.1

Leather or leather products Milwaukee100.

0        

Clay, concrete, glass or stone products Winnebago 73.3 Milwaukee 11.7 Outagamie 5.3

Primary metal products Milwaukee 56.4 Dane 6.2 Washington 4.1

Fabricated metal products Milwaukee 92.8 Dane 3.0 Marathon 1.6

Machinery - other than electrical Milwaukee 88.3 Dane 4.4 Winnebago 2.0

Electrical machinery, equipment, or supplies Milwaukee 60.6 Dane 8.4 Winnebago 4.2

Transportation equipment Milwaukee 70.8 Dane 9.7 Brown 3.3

Instruments - Photographic or optical goods

Milwaukee 98.5 Dane 1.0 Marathon, Outagamie, Sheboygan, Washington, and Winnebago

0.1

Miscellaneous manufacturing products Milwaukee 98.4 Dane 1.1 Brown 0.2

Waste or scrap materials Waushara 24.5 Winnebago 17.8 Outagamie 13.5

Secondary traffic Milwaukee 25.4 Winnebago 14.1 Brown 10.4

TOTAL COMMODITIESMilwaukee 24.2 Winnebago 22.0 Brown 9.5

Source: Wisconsin Department of Transportation, 2004

Study area includes: Adams, Brown, Calumet, Columbia, Dane, Dodge, Fond du Lac, Green Lake, Langlade, Manitowoc, Marathon, Marquette, Menominee, Milwaukee, Oconto, Outagamie, Ozaukee, Portage, Shawano, Sheboygan, Washington, Waupaca, Waushara, and Winnebago Counties.

S.W.O.T. Analysisfrom Study-Strengths

• Quality of Life• Traditional

Infrastructure• Intra-Regional

Proximity• Export Markets• Education

• Geographical Location

• Manufacturing Base

• Work Ethic• Environment• Recreation

S.W.O.T. Analysis fromStudy-Weaknesses

• Educational Attainment

• Research& Development

• Image & Promotion• Vision• Asset Inventory• Access to Risk

Capital

• Technology Transfer• Parochialism• Culture• Changing Work Ethic• Entrepreneurial

Support• Regional Planning• Leadership• Diversity

S.W.O.T. Analysis fromStudy-Opportunities

• Regional Assets• Vision• Global Markets• Collaboration Access to Research• Time vs. Distance• Risk Capital Networks

S.W.O.T. Analysisfrom Study-Threats

• Population Growth

• Global Competition

• Old Economy Mindset

• Aging Population

• “Brain Drain”• Provincial Culture• Per Capita Income

Trends• Manufacturing

Dependence

Premise of the Study:Old Economy vs. New

Economy• The model for future economic prosperity has

changed. In the previous model (Old Economy) the production of goods was based upon proximity to raw materials and limited distribution channels. Abundant labor chased growing businesses. Capital supplanted labor to increase productivity and, in turn, profits and wages.

• The new model (New Economy) is based on ideas, creativity, and innovation. Now successful businesses chase a scarcity of skilled workers. Skilled workers are attracted to places with high qualities of life and rich cultural and recreational environments.

Old Economy

• The Old Economy was based upon a competitive cost race to the bottom to secure and hold markets. The competition has become so fierce that is has constricted community wealth and the means to supply government services and maintain a high quality of life. NEW needs to abandon this economic development model.

New Economy

• The New Economy is based upon knowledge and abundance theory, the concept that collaboration will grow the pie sufficiently large enough to serve an ample piece to everyone. A skilled workforce is imperative in this economic model. Creativity and innovation coupled with entrepreneurship and risk capital generate high value-added products. These products yield higher margins, better pay, and more community wealth. NEW needs to embrace this economic development model.

Strategies from Study

• Strategy I – Move to a New Economy Construct

• Strategy II – Move to a Collaborative Economic Development

Construct• Strategy III – Change Social and Cultural

Mindset• Strategy IV – Change Regional Image• Strategy V – Promote Industry Cluster

Development

Strategy I - Move to a New Economy Construct

• Advance Educational Attainment• Redouble Research and

Development• Instill Entrepreneurism• Increase Access to Risk and Growth

Capital• Install State-of-the-Art

Communications Technology

Strategy II – Move to a Collaborative Economic Development Construct

• Create a Regional Vision to Broaden the Collaborative Structure in Northeast Wisconsin

• Form Collaborative Initiatives around New Economy Assets

• Form a Regional Economic Development Authority around New Economy Construct

• Construct a Regional Economic Development Plan

Strategy III – Change Socialand Cultural Mindset toRisk and Collaboration

• Install a Risk Taking Culture• Install a Collaborative Culture• Accept and Embrace Diversity

Strategy IV – ChangeRegional Image

• Roll Out an Internal Northeast Wisconsin Image Campaign

• Roll Out an External Northeast Wisconsin Image Campaign

Strategy V – Promote Industry Cluster Development

• Look to grow existing cluster through new technologies

• Look to create new clusters built on the latest technologies

• Look to combine New Economy building blocks for clusters of the future

Strategy V – Promote Industry Cluster Development: Present

Clusters• Paper Products• Forest Products• Agriculture• Processed Food• Insurance Products• Metal Manufacturing• Publishing and Printing• Tourism• Production Technologies

Strategy V – Promote Industry Cluster Development: Potential

Clusters• Specialty Crops• Nutraceuticals• Automated Manufacturing Technology• Machine Tool Design• Education and Workforce Training Services• Healthcare• Other Clusters-upon the building blocks of

education, research, capital, entrepreneurship and quality of life.

Current Important Industry Sectors in the Subregion

• Automotive dealers and service stations• Banking• Cheese, natural and processed• Doctors and dentists• Eating and drinking• Electric services• General merchandise stores• Hospitals• Insurance carriers• Internal combustion engines, N.E.C.• Motor freight transport and warehousing• Motor vehicles• Paper mills except building paper• Paper, coated and laminated, N.E.C.• Sanitary paper products• Wholesale trade

TribalGovernments

TribalGovernments

MunicipalGovernments

MunicipalGovernments

CountyGovernments

CountyGovernments

NortheastWisconsinChambersCoalition

NortheastWisconsinChambersCoalition

UW –Extension

UW –Extension

East Central& Bay-Lake

RPCs

East Central& Bay-Lake

RPCs

NEWEDP(CEO group)

NEWEDP(CEO group)

NEWERANEWERA

NEWREPNEWREP

Bay AreaWorkforce

DevelopmentBoard

Bay AreaWorkforce

DevelopmentBoard

Fox ValleyWorkforce

DevelopmentBoard

Fox ValleyWorkforce

DevelopmentBoard

NEW CORE(Coalition

On theRegional

Economy)

NEW CORE(Coalition

On theRegional

Economy)

K – 12Education

K – 12Education

Implementation Guided by NEW CORE

(Coalition on the Regional Economy) Key regional stakeholder

organizations come together to form NEW Coalition on the Regional Economy.

Committee is charged to:•Develop a vision for implementing the Northeast Wisconsin (NEW) Economic Opportunity Study.•Develop a structure for carrying out this vision.•Ensure buy-in from local and regional stakeholders.•Maintain broad-based, two-way communication with identified stakeholders in Northeast Wisconsin.•When appropriate, file recommendations for change and requests for funding with state, county, and local government offices and other applicable organizations.

NEW CORE Priorities for Implementing NEW EOS

Tactic Priority Responsibility

Move to a New Economy Construct

1A – Advance Educational Attainment

G NEWERA

1B – Redouble R&D 2 NEWERA (with WiSys) and CEO group.

1C – Instill Entrepreneurism 1 NEWERA, NEWREP, WIN, CESAs, WDBs

1D – Increase Access to Risk and Growth Capital

1 CEO Group

1E – Install State-of-the-Art Communications Technology

2 CESA, NEWERA, NACo

Move to a Collaborative Economic Development Construct

2A – Create a NEW Vision to Broaden the Collaborative Structure

1 Kathi Seifert

2B – Form Collaborative Initiatives around New Economy Assets

2 NEWREP, NEWERA, NEWCC

2C – Form a Regional Economic Development Authority around New Economy Construct

1 NEW CORE subgroup led by Kathi Seifert

NEW CORE Priorities for Implementing NEW EOS

Tactic Priority Responsibility

2D – Construct a Regional Land Development Plan

G RPCs and local governments

Change Social and Cultural Mindset to Risk and Collaboration

3A – Instill a Risk Taking Culture 2 NEWERA, WIN, NEWREP, and CEO group, CESAs

3B – Instill a Collaborative Culture G NEW CORE and other regional groups

3C – Accept and Embrace Diversity

G All organizations

Change Regional Image

4A – Roll Out an Internal NEW Image Campaign

1 CEO group

4B – Roll Out an External NEW Image Campaign

2 CEO group

Promote Industry Cluster Development

1 – Promote Industry Cluster Development

1 NEWREP and CEO group

Summary• Workforce development and economic

development are interrelated and interdependent.

• Supplanting an economic development strategy of a cost race to the bottom with one of abundance theory based upon brain power, risk capital, technological innovation, and entrepreneurship is the key to its economic prosperity in the future.

• NEW’s economic prosperity is the responsibility of the businesses and citizens in the region. The talent and the resources required are available, waiting to be focused under a common vision, steered by strong leadership, and driven by the natural, human, capital, and creative resources in NEW.

Visit the Study on the Web

www.neweconomyproject.org