In response to calls for increased marketing of lots in the Cedar Grove Business Park, Cook County – Grand Marais Economic Development Authority (EDA) Director Matt Geretschlaeger invited John Marshall and Aaron Brossolt of the Golden Shovel Agency to an EDA meeting to explain the services they offer.
At the September 13 meeting, the men explained that their business is an “economic gateway and gatekeeper” and said that they specialize in rural economic development.
Marshall said their company has developed the software and social network tools needed by smaller communities “at a smaller price point.”
Director Geretschlaeger asked the duo to share a “success story” and Marshall said one of their biggest successes was in Central City, Nebraska. “A town in the middle of nowhere,” said Marshall. “Not like here, where everywhere you look it is beautiful.”
Despite the fact that Central City, Nebraska is not everyone’s idea of a great place to live, Marshall said the targeted approach by the Golden Shovel Agency brought business to that community.
Marshall said the best way to attract people to a community— the best demographic—is the people who have once lived there and want to move back. “They know how awesome it is. They just need to know they can operate a business there,” he said.
Brossolt agreed, adding that visitors are another demographic to attract. He said they also worked with Dorr County, Wisconsin with great success. “They only market to the people who have ‘drunk the Kool-Aid’ of Dorr County,” said Brossolt.
Brossolt also spoke of “being found” on the Internet and how quickly technology is changing. He said what is unique about Golden Shovel is not only that their focus is on rural economic development, but that they guarantee that they will keep changing as technology changes, to keep the EDA and the Cedar Grove Business Park in the public’s eye. He said they would continuously work to use all the current tools—blogging, facebook, key search words—to drive target industries to the business park, but they will continue to do so as social media sources change.
Marshall said, “You could spend $100,000 on a website, but if it just sits there, if no one goes there, it isn’t worth a thing.”
The EDA board asked how much staff time would be involved and the men said it could be as much or as little as the EDA wants staff to be involved. They said they provide training and they have clients who “do it all” or who do very little. However staff or board members are involved, Golden Shovel will keep the site current with press releases and area information. Board member Hal Greenwood mentioned that the New York Times recently published an article on Lutsen Mountains and what a jewel it is. Marshall said that is the sort of thing that should be shared on the website.
The board said it was very interested but noted the price tag for the service—$12,500 for set-up and $350/month maintenance would be difficult for the EDA. Greenwood suggested that the city of Grand Marais could possibly help, as it is responsible for the Cedar Grove bond payments. If the city and the county both assisted in funding the service, it would be $6,000 each.
Board members reiterated that they need to do something to sell business park lots and spur economic development, but wondered how this would fit in the EDA budget. Board member Don Davison suggested taking some time to look at other websites that Golden Shovel has developed and having the EDA attorney review the agreement with Golden Shovel before making any decision. The board agreed and will discuss the proposal at its next meeting, which will be Tuesday, October 11 at Grand Marais City Hall.
Leave a Reply