A Market Analysis and Visitor Services Plan for the Schmeeckle Reserve

File(s)
Date
1995-02Author
Yarmark, Deborah L.
Publisher
University of Wisconsin-Stevens Point, College of Natural Resources
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Show full item recordAbstract
The Schmeeckle Reserve is a 200 acre nature preserve located in Central Wisconsin
within the city limits of Stevens Point, and is associated with the University of Wisconsin-Stevens
Point (UWSP). The role of the Reserve in providing recreation, environmental
interpretation and education opportunities is increasing and recent developments significantly
increase the Reserve's ability to serve its visitors. Therefore, a market analysis was
needed to identify the current and potential users of the Reserve and their needs and
expectations. A visitor services plan was desired to guide the development of the Reserve's
facilities and services.
A market analysis was conducted of the Schmeeckle Reserve and its associated
facilities i.e., Visitor Center, Wisconsin Conservation Hall of Fame and five miles of nature
trails, from September 1993, to May 1994. Written questionnaires, personal interviews and
telephone interviews were used, totalling eight different surveys with sample sizes of 534,
289,282,107,261, 102, 65, and 7. Populations targeted for the analysis were UWSP students
and faculty, Stevens Point residents, and out-of-town visitors staying at motels within
walking distance of the Reserve. Surveys were conducted both on-site and off-site.
Survey results showed that for out-of-town visitors staying at motels, UWSP
students and Stevens Point residents, the three most appealing opportunities offered at the
Reserve are: viewing nature-related exhibits, viewing wildlife and using the trails to relax.
Most out-of-town visitors staying at motels had never been to the Reserve and were not
aware that the Reserve existed, while 88.3% of UWSP students and 52.0% of Stevens Point
residents interviewed had visited the Reserve at least once in their life. Of Schmeeckle
Reserve trail users interviewed, only 12.4% were first-time users, while 38.2% of those
surveyed at the Visitor Center were first-time visitors. Likewise, only 15.5% of trail users
interviewed were out-of-town visitors, while 50.0% of Visitor Center guests surveyed were
from out-of-town. Brochures drew more people to the Schmeeckle Reserve's interpretive
programs than any other form of advertising, and brochures were the source listed most
often by motel customers (38.3%) for information, but word-of-mouth was credited for
bringing more first-time guests to the Visitor Center than any other media.
Comments from UWSP faculty and student organizations showed appreciation for
using the Reserve for classes and projects, but also concern about the need to manage the
Reserve from an ecological perspective. Comments from trail users revealed an increasing
conflict between pedestrians and bicyclers on the trails. Recommendations were made for
limiting access onto the Reserve's trails for bicyclers, but accomodating them by designating
a bike trail primarily around the perimeter of the Reserve. Additional recommendations
were made for visitor orientation, information services, administrative policies,
visitor safety, outreach and advertising, and natural resource/ ecological management.