Woodstock, Illinois - Branding Report from Northstar

+ Woodstock, IL Final Report October 2023

Introduction About North Star Place Branding + Marketing North Star Place Branding + Marketing comprises over a dozen talented individuals dedicated to growing community brand through integrated marketing solutions. North Star offers communities a combination of research, strategy, creativity, and action. This process—called Community BrandPrint—provides direction for the community’s brand development, like a blueprint guides the construction of a home. And just like a blueprint, the priorities and targets of each Community BrandPrint are stated in clear and unambiguous language. The resulting brand personality is as revealing as an individual’s fingerprint and just as unique.

About the BrandPrint Process Through the Community BrandPrint process, North Star determines Woodstock's most relevant and distinct promise. From that promise, we create a strategic platform intended to generate a brand position in the minds of residents and those who spend their days in Woodstock. We then develop a compelling creative identity to support the strategy, a range of deliverables showing that creativity in use, and an integrated action plan for bringing the brand to life. Each of these tools reinforces Woodstock’s strategic positioning and ensures brand equity and growth.

About the Branding Partner The City of Woodstock contracted with North Star to determine the city’s true, unique, and relevant brand position and help the community reflect its distinction.

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Introduction Executive Summary

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Executive Summary Key Research Findings

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15

Introduction 13

11

10

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Table of Contents Table of Contents

Key Research Findings Strategic Brand Platform

85 10

3

StrategicTools Brand Platform Creative

10 117

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Creative Tools Research

118 13

Research Materials Audit

10 13 15

Materials Audit Internal Qualitative Data

14 15 19

Internal Qualitative Community Survey Data

21 19 26

Community Survey

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Table of Contents Table of Contents Research

cont’d.

Research Brand Barometer

cont’d.

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49

Brand Barometer Consumer Awareness & Perception Study

54 62

Consumer AwarenessData & Perception Study External Qualitative

62 115

4

115 120

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External Qualitative DataReview Competitive Positioning Competitive Positioning Review Strategy Strategy Insights Insights Strategic DNA Statement Strategic DNA Statement

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115 142 120 147

143 147 148

151 148 155 155

Executive Summary

KEY FINDINGS

North Star conducted research to identify what differentiates Woodstock from competitors. We set out to learn the perceptions and beliefs of stakeholders and influencers as well as understand the competitive situation. North Star then worked collaboratively with Woodstock to determine a strategy to guide the branding of the City.

Strengths: The Woodstock Square is famous and familiar. This close-knit community has always been proud of its scenic gathering space, and visitors including Hollywood have been drawn to the authenticity of the community for decades. It is the heart and the opportunity for this charming hamlet to the northwest of Chicago, connected but not consumed by metro chaos. With a Metra stop just off the Square, it welcomes visitors and provides residents with access to greater opportunity. Woodstock is known for community and large-scale events hosted on the Square, at the Opera House, or across the community. Mozart and a groundhog bring thousands of enthusiasts year after year. And Woodstock’s famous Farmer’s Market connects locals with nearby farmers, where Chicagoland meets rural Illinois. The community preserves its classic architecture for that quintessential small town experience and point of pride. Great parks and schools also add to the enviable quality of life. The spirit of the Square extends beyond its footprint through charming neighborhoods to industrial and commercial districts across the city. It presents a classic small town atmosphere as a place of opportunity.

Challenges: As with many communities growing in popularity, managing that growth and keeping up with infrastructure are significant challenges. While growth is often appreciated generally, some want to be sure that retaining the small town atmosphere is prioritized. Job growth, particularly high wage, is a challenge for the community. Research revealed concerns about the poor aesthetic or blight in some areas. And some want more bike and pedestrian friendly improvements on the Square and beyond.

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Executive Summary

KEY FINDINGS

Opportunities: Celebrating the quality of life and small town atmosphere emanating from the Square will continue to be best opportunities for visitors, residents, and businesses. And extending that enthusiasm and regard across the community should be a priority. Leverage the awareness for the Square to introduce and inform audiences about the advantages adjacent to the Square and beyond. The Metra line is a golden opportunity to bring visitors and potential residents to town given the ease and proximity to Chicago. TV and film interests have long put Woodstock in front of global audiences. Broadening that awareness and appeal, especially with arts and cultures will be beneficial to the community as a whole. And attracting business and industry to escape the constraints and confines of Chicago that choke growth and profitability is worthy pursuit for Woodstock.

Summary: Woodstock has great appeal as an authentic, Midwestern hamlet perfectly situated in Northern Illinois between Chicago, Milwaukee and Lake Geneva. It is conveniently located on Chicago’s Metra line making the large metro accessible but not overwhelming. Woodstock is close but not consumed by its famous neighbor. Yet Woodstock is famous itself for its picturesque Square featured in TV and film as well as being home to the winter weather prognosticator Willie searching for his shadow every February. The spirit and pulse of Woodstock is centered on the Square and permeates the pride throughout the community. It’s a classic downtown but always with something distinctly different going on amidst preserved architecture and a scenic tree canopy. It simultaneously is the reward for rural visitors from the west and urban dwellers from the east. A breath of fresh air and fun for both.

Woodstock has become a repeat destination where people can always enjoy good company.

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Executive Summary

WOODSTOCK STRATEGIC DNA

Research data was analyzed for trending insights that hone in on the Woodstock story. These insights were funneled into a strategic brand platform, also known as your strategic DNA. Just as an individual’s DNA influences everything from how that person looks to how that person acts (as well as their health and vibrancy), Woodstock's DNA should be the foundational touchstone for all positive planned action in your community, from marketing to events to product development.

Target Audience: For those who like to get out of metro chaos,

Frame of Reference:

Woodstock, at the top of Illinois on the Northwest Metra line into Chicago,

Point-of-Difference:

welcomes you to its famous Square and eclectic, classic downtown community

Benefit: so you can enjoy good fun and good company again and again.

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RESEARCH

Understanding

Research This research stage addresses Woodstock's current brand positioning. We assess the environment, your consumers, current communications, and the competition. Most importantly, we gather firsthand information about Woodstock from our site visit experience.

We are looking for current attitudes regarding Woodstock.

We are also trying to spot behavioral trends that exist around the current Woodstock brand. This stage is critical because it uncovers the relationship between three factors: the vision of the stakeholders, the perception of consumers, and the competitive position in the marketplace.

Woodstock's Strategic Brand Platform (DNA)

Vision of Stakeholders

Competitive Position

Perception of Consumers

9 14

Materials Audit

Materials Audit

OVERVIEW

Purpose The Materials Audit provides an overview of past research, marketing, promotions, and education done on behalf of Woodstock and its partners. Before we can determine where the new identity should go, we must understand where you have been.

Methodology + Results A library of materials were provided by Woodstock representing economic development, tourism, resident recruitment and education, special programming, past research, studies and planning, etc. All materials were catalogued and reviewed to identify areas of recurring themes as well as areas of conflicting or divergent messaging.

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Materials Audit ● ● ● ● ● ● ● ● ● ●

City Manager’s Newsletters - March 2022, April 2022, July 2022, August 2022 Movies in the Park flyer and ad Woodstock Opera House upcoming events flyer City Scene - Fall 2022, Summer 2022, Spring/Winter 2022 Marketing Department Report - 6/20/22, 7/5/22, 7/18/22, 8/2/22 Community Paint Day ad City of Woodstock Resident Survey & Results Lighting of the Square videos Mural/Paint Day video Nature’s Way Brochure

PLANNING + PROMOTION DOCUMENTS ● ● ● ● ● ● ● ● ● ● ● ● ●

City Band 2022 flyer History of the Old McHenry County Courthouse The Old Courthouse Center RFP Real Woodstock promo video Smart Growth America Report & Recommendations State of the City Luncheon presentation Summer in the Park flyer Woodstock WoodsWalk flyer Woodstock Arts & Culture 101 Woodstock History in a Nutshell Fiscal Development Workshop February 2022 Woodstock Independent full page ad Woodstock to Mexico trip brochure

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Materials Audit ●

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Social media channels for: ○ Woodstock City Hall ○ Woodstock Public Works ○ Woodstock Opera House ○ Stage Left Cafe ○ Woodstock Rec Department ○ Woodstock Water Works ○ Woodstock Public Library ○ Woodstock Police Department Press Releases: ○ 6/8 Benton Street Muralist ○ 8/2 David Cook Performing ○ 8/? Rhythm and Brews Fest

PLANNING + PROMOTION DOCUMENTS ●

Northwest Herald articles: ○ Downtown $3m grant ○ Die Cast site ○ Florida Georgia Line concert ○ MBI Staffing developers ○ County courthouse renovations ○ New pavilion ○ Pride parade ○ Sister City program ○ Negative impact of construction ○ Downtown Mural

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Internal Qualitative Data

Internal Qualitative Data

OVERVIEW

Purpose The purpose of the Site Visit is to gain an understanding of the perceptions and attitudes of Woodstock residents and stakeholders towards their community and to experience first-hand what makes it a unique destination for visitors, residents, or business prospects.

Methodology + Results The following summary reflects observations and input received during the North Star Site Visit, which took place from September 19-22. The information is not meant to be all-inclusive but rather highlights the most common themes experienced, uncovered, and voiced on the trip and following it. Input is listed in order of frequency. The site visit included an area familiarization (FAM) tour, stakeholder focus groups, stakeholder one-on-one interviews, undercover interviews, and local community one-on-one perception interviews.

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Internal Qualitative Data

THEMES

Greatest Assets

Best Descriptors Square-centric

Dynamic

Variety of entertainment options

Open (space, land, minds, opportunity)

Potential

Historic square Location on 14 and 47

Artsy

Evolving Historic, but hip

Fairgrounds

Hallmark-esque

Historic and original buildings

Isolated

Metra line stop

Working class

Parks, places to hang out in nature

Down to earth

Groundhog Day

Inclusive

Public schools

Safe

Opera House

Comfortable

Library

Bedroom community

Water Works

Irreverent Vibrant Close-knit Unique Progressive Friendly Diverse Quaint Eclectic

Risk takers

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Internal Qualitative Data

THEMES

Opportunities

Challenges

Cleaning up rundown areas

Integrating different cultural groups

Appeal to young adults

Big ideas but not enough money

Better communication with residents

Being the County Seat

Pub walks or beer tours

Everything closes early

Adding more diverse experiences at the Square

Turnover of businesses

Promote city as “closer than you think”

Revolving door of businesses/experiences

Making the city more walkable, bikeable

Appearance of Motor Alley and neighborhoods

Connect the Square to other parts of Woodstock

Maintaining sense of community

Future Metra train yard

Improving infrastructure

Housing for younger people

Workforce development

Investing in park system

Inconvenient train schedule

Brand ourselves on Hwy 47

Getting people to stop on their way to Lake Geneva

Unified branding for all departments

“Real Woodstock” Getting renters to buy here long term

1722

Internal Qualitative Data

THEMES

Missing

Most Important to Identity

What We Think Outsiders Say

Larger musical events

Downtown

Charm and beauty of the Square

Professional venues

The Square

“That’s Groundhog Day.”

Shopping opportunities

Freedom to express

“They have a huge Pride Parade.”

Women’s clothing stores

Quirkiness

Hard to find something good to eat

Entryway signage

Welcoming nature

One-trick pony

Something to do at city limits

Entertainment

Nothing beyond the Square

Vocational center

Festivals

Far away; in the sticks

Farm to table

Opera House

Tiny, farm town

Nice places to stay

Urban green space

Reason for visitors to come

Generosity of time, talents, and resources

Bike paths and sidewalks

Environmental activism

Programs: middle & high school students

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Internal Qualitative Data

QUOTES

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“Everything I want is right here.”

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“There are opportunities here for all ages: children, young families, empty nesters, retired.”

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“There are some people who are unhappy here, but they’d be unhappy anywhere.”

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“Used to be half farmers and half artsy fartsy folks. Now it’s a third a third and a third (Latino). And that cultural diversity has added to the fun of the town.”

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“We have a mayor who has a great sense of party.”

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“We spend a lot of time leaving town shopping for even the simple things like jeans.”

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“The Square brings people in. The lighting of the Square is awesome.”

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“If there’s nothing going on at the square, then there’s not any reason to come here.”

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“There’s no need for safety measures. I live just off the square, and I don’t panic about forgetting to lock the doors.”

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“We’re trying to figure out our relevance.”

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“There’s a laid back feel here. It’s casual but has amenities and conveniences without the hustle of a city.”

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“I didn’t know this was here.”

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“Silos are starting to be broken down, but we’re not quite homogenous.”

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“We’re the county seat.”

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Internal Qualitative Data

QUOTES

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“We’re different than those immediately around us. Other cities around us aren’t as open-minded.”

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“Outsiders always talk of the charm of the city. Being on the Square, i hear it all the time. People love the charm and beauty of the Square.”

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“We’re a living Hallmark movie.”

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“We get out and live our community – we’re out and about.”

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“We’re the good person in the room – you can count on us.”

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“We might not do it best, but we do it first and it inspires people.”

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“We’re a cohesive community with an adorable downtown and people with good attitudes.”

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“This place has a really small feel, but also like we’re on the verge of breaking out of our shell.”

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“We’re in the country just enough that you see farms, livestock, etc. It’s not like there’s any confusion between city boundaries.”

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“For the size of city we are, it’s amazing the variety of entertainment options we have.”

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Community Survey

Community Survey

OVERVIEW

Purpose The purpose of the Online Community Survey is to gain a quantitative measure of the community’s perceptions of Woodstock.

Methodology + Results North Star developed an online survey informed by the results of the qualitative Site Visit conversations. Most questions were multiple choice, allowing for a quantitative measure of resident perceptions. Community members were encouraged to participate after the survey was posted on the brand website and publicized in local media.

518 survey responses were collected for this survey, allowing for a Margin of Error of ±4.31% at the 95% confidence level.

Please refer to Appendix A on the Google Drive for the complete Online Community Survey results.

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of the following are the best descriptors for Woodstock?

Community Survey Which Choose two answers.

2328

Other: ● ●

Needs upgrades, more to do Expensive, high taxes

your opinion, what are Woodstock’s two greatest assets?

Community Survey InChoose two answers.

2429

Other: ● ● ●

Farmer’s Market Access to natural areas Community focus

Community Survey

How do you think people throughout McHenry County and northwest Chicagoland describe Woodstock?

Choose two answers.

2530

Other: ● ● ●

Farmer’s Market Too progressive Bad roads

do people not know about Woodstock that they should know?

Community Survey What What are its hidden gems?

1. Farmer’s Market 2. Downtown Square 3. Opera House Other top answers include (in order of frequency): Great Schools, Friendly People, Local Dining and Shopping, Emricson Park, Safety and Quiet, History

2631

is the first adjective that comes to mind when describing the following Community Survey What communities in McHenry County?

● ● ● ●

Algonquin Busy Shopping Crowded, congested River

● ● ● ●

Crystal Lake Shopping Busy Congested, traffic Cute, nice

● ● ● ●

Harvard Rural, country Small Boring Milk Days, dairy 2732

● ● ● ●

Huntley Growing, up-and-coming Seniors, Del Webb Community Boring Suburban

● ● ● ●

McHenry Old, outdated Riverfront Shopping Conservative

Community Survey What distinguishes Woodstock from other communities in McHenry County?

The Square & Its Events ● “Nothing compares to the Square. It's always clean, parking usually isn't awful, and there are constantly events for the whole family.” ●

“The square, history and architecture, independent businesses, community participation and support for events and activities by people of all ages and backgrounds.”

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“Having the square really helps to bring the community together in ways that other communities don't.”

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“The Square is a gift that should be cherished and made into a must see destination.”

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“The Square definitely sets Woodstock apart, and the Farmers’ Market is one of its best uses.”

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“The Square gives us a heart center. Our events, especially Farmers; Market and City Band Concerts, keep the heart pumping.”

Preserving History ● “Woodstock represents community, roots, and history. The small town has managed to preserve those feelings.” ●

“Woodstock has a rich history and is devoted to preserving it—even to its own detriment.”

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“Local history from big names like Bill Murray and Orson Welles to the registered historic homes in the downtown district.”

Quaint City Size ● “Small, charming, skirting the rural countryside. It feels separate from the more congested neighboring towns.” ●

“Woodstock still has its country feel with countryside on all sides, needing to drive several miles to get to any other town.”

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“Woodstock still has the quaint charm of yester-years.”

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“It has the best of both worlds—quaint, small town feel near the Square but the stores (Menards, Aldi, Kohl's) of a more developed town.”

2833

your opinion, what should be Woodstock's short-term priorities?

Community Survey InChoose two answers.

2934

Other: ● ●

Bring higher-end restaurants Attract business

Community Survey

In your opinion, what is most important to Woodstock's identity as a community (without these, Woodstock is not Woodstock)?

Choose two answers.

3035

Other: ● ●

None of the above All of the above

Brand Character

you like to answer six more questions about visual elements and Community Survey Would the brand character of Woodstock?

3237

Community Survey Which of the following logos do you recognize?

City of Woodstock

Real Woodstock

Woodstock Water Works

Recreation Department

Chamber

Library

86.87%

52.79%

Opera House

40.50%

72.63%

46.93%

53.91%

43.85%

3338

you like to share your thoughts on the logos for which you have Community Survey Would a positive or negative opinion about?

City of Woodstock ● “I like the iconic square logo. Feels identifiable and fits the character of the town.” ●

“Sterile and unreflective of anything of value in the City.”

●

“Simple, but distinctive and intriguing.”

Real Woodstock ● “Doesn’t feel community driven.” ●

“The most modern of the logos. Simple and clean. This branding helped get us noticed by T-Mobile.”

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“Have seen this too many times. It’s stale now. I’m tired of the message.”

Woodstock Water Works ● “I have no idea what this means.” ●

“This font hurts my soul.”

Recreation Department ● “Needs to be updated and modernized. While it shows amenities, it has lost its appeal.”

Chamber ● “Clean and modern, with a focus on the square.” ●

Library

“It looks like clip art and not identifiable as Woodstock.”

●

“I understand what it’s trying to communicate, but it seems clunky and doesn’t match the feel of their website.”

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“If I don't live here, what does WPL mean?”

Opera House ● “Great use of the opera house tower and build date to tie in with history and square.” ●

“Good blend of artsy and traditional.”

3439

Community Survey

The pairs of phrases below represent opposite characteristics. Please indicate which phrase is a better descriptor for Woodstock by marking a bubble on the spectrum from 1 to 5.

Spontaneous, high energy

Careful thinking, planning

Modern, progressive

Traditional

Cutting-edge

Established

Accessible to all

Upscale

3540

Community Survey

Which vehicle best represents the personality of Woodstock?

26.46% Classic Car

of the images below best represents the personality of Woodstock?

Community Survey Which Vehicles

Classic Car

Tractor

Minivan

Pickup Truck

Hybrid Sedan

Motorcycle

Luxury SUV

Off-Road SUV

26.46%

17.55%

3.06%

19.50%

9.47%

1.11%

18.11%

4.74%

3742

Community Survey

Which Building/Architectural Style best represents the personality of Woodstock?

41.90%

Single-Family Victorian

of the images below best represents the personality of Woodstock?

Community Survey Which Buildings/Architectural Styles

Single-Family Victorian

Main Street

Farmhouse

Rustic Cabin

41.90% 6.98%

Corporate Offices

0.28%

31.28%

0.56%

Modern House

0.28%

Suburban Home

18.44%

Executive Home

0.28%

3944

Community Survey

Which Brand Personas/Archetypes best represents the personality of Woodstock?

33.24% Creative

of the images below best represents the personality of Woodstock?

Community Survey Which Brand Personas/Archetypes

Creative

Best Friend

Helper

Teacher

Entertainer

Explorer

Geek

Hero

Expert

33.24%

11.55%

3.66%

20.00%

6.48%

1.97%

18.03%

4.79%

0.28%

4146

Community Survey

What Visual Symbol/Landmark is iconic in Woodstock?

24.03% The Opera House

is iconic in Woodstock?

Community Survey What Visual Symbols/Landmarks

4348

The Opera House

24.03%

The Square

19.01%

The Old Courthouse

11.23%

Community Survey

Which colors do you most associate with the personality and physical nature of Woodstock?

Choose three answers.

4449

Demographics

Community Survey Do you currently live in Woodstock, Illinois?

4651

Other: ●

abc

ONLY Community Survey RESIDENTS How long have you been a resident of Woodstock?

4752

any of the following describe you?

Community Survey Do Choose all that apply.

4853

Brand Barometer

Brand Barometer

OVERVIEW

Purpose The Community Brand Barometer measures strength of the Woodstock brand according to: ● Resident satisfaction with and advocacy for Woodstock as a place to live, visit, and conduct business. ● Woodstock satisfaction/advocacy relative to the nation.

Methodology + Results Significant research* on a wide variety of customer satisfaction metrics found a single powerful question has the greatest ability both to measure current resident satisfaction and predict future community growth. That question, “Would you recommend your community to a friend or colleague as a place to live (or work or visit)?” is powerful because it surpasses the basic model of economic exchange, where money is spent for products or services. People who score their community high on the Brand Barometer actively recruit new residents, visitors, and businesses through positive word-of-mouth marketing. It is very personal. By making a strong recommendation, they are willing to risk their own character, trustworthiness, and overall reputation for no tangible reward. *Research conducted by Satmetrix Systems, Inc., Bain & Company and Fred Reichheld, author of “The One Number You Need to Grow,” Harvard Business Review (Dec. 2003).

5055

Brand Barometer

OVERVIEW

Methodology + Results (cont’d.)

The methodology for the Brand Barometer has been carefully developed and determined to be statistically significant. Participants in the community-wide surveys answered three questions: ● Would you recommend living in Woodstock to a friend or colleague? ● Would you recommend visiting Woodstock to a friend or colleague? ● Would you recommend conducting business in Woodstock to a friend or colleague?

Responses are measured on a 10-point scale with 1 being “Not at all likely” and 10 being “Extremely likely.” Results are presented on an individual respondent level as well as an aggregate Brand Advocacy Score. Scores are calculated with response percentages in the following categories: ● Promoters (9 or 10) – Loyal residents who will continue fueling your growth and promoting your brand ● Passives (7 or 8) – Satisfied but unenthusiastic residents who are vulnerable to other opinions and brand ● Detractors (1-6) – Unhappy residents who can damage your brand and impede growth through negative referrals

Brand Advocacy Score = % Promoters – % Detractors

5156

Brand Barometer

OVERVIEW

Methodology + Results (cont’d.)

Woodstock's Brand Advocacy Score can then be compared to a benchmark score that has been derived for the entire nation. North Star employs multiple survey methods through proprietary sources to determine national averages. Scores represent a stratified random sample of the entire U.S. population and are updated on a regular basis. You can use this information to track your own brand performance relative to national trends over time. In addition, you can repeat the Brand Barometer after a designated period and compare the results to your own benchmark score for an on-going metric of how community attitudes change over time and in response to specific events or activities.

5257

Brand Barometer

On a scale of 1 to 10, with 1 being “not at all likely” and 10 being “extremely likely,” how likely would you be to recommend…

Living in Woodstock

-7.59% Overall Brand Advocacy Score Living in Woodstock (% of Promoters minus % of Detractors)

5358

Brand Barometer

On a scale of 1 to 10, with 1 being “not at all likely” and 10 being “extremely likely,” how likely would you be to recommend…

Visiting Woodstock

11.23% Overall Brand Advocacy Score Visiting Woodstock (% of Promoters minus % of Detractors)

5459

Brand Barometer

On a scale of 1 to 10, with 1 being “not at all likely” and 10 being “extremely likely,” how likely would you be to recommend…

Conducting Business in Woodstock

-3.27% Overall Brand Advocacy Score Conducting Business in Woodstock (% of Promoters minus % of Detractors)

5560

Brand Barometer

On a scale of 1 to 10, with 1 being “not at all likely” and 10 being “extremely likely,” how likely would you be to recommend Woodstock to a friend or colleague…

5661

Consumer Awareness & Perception Study

Consumer Awareness and Perception Study

OVERVIEW

Purpose The purpose of this study is to gain insight into consumer awareness, visitation, and perceptions of Woodstock. The survey measures: ● ● ● ● ● ●

Overall top-of-mind perceptions of Woodstock and immediate competitors Consumer visitation trends (frequency and nature of visitation) Consumer visitation drivers (business, leisure, friends, and family) Strengths and weaknesses of Woodstock with identified community attributes Measurements of Woodstock quality of life indicators Measurement of Woodstock strengths and weaknesses

Methodology + Results An Internet study was conducted among respondents in Cook, DuPage, Lake, and Kane Counties. A total of 310 surveys were completed and analyzed, allowing for a margin of error ±5.57 at the 95% confidence level.

Terminating factors included: having lived or worked in Woodstock, being under 18, and being “Not at all familiar” with Woodstock.

5863

Consumer Awareness and Perception Study

OVERVIEW

Methodology + Results (continued) See Appendix B on the Google Drive folder for the complete CAP Study results.

We examined the responses for several questions relative to the particular responses to other questions in this study. This process of cross-tabulation is a type of analysis that looks at the variability of a characteristic between two or more groups. In other words, it compares opinions, behaviors, perceptions, etc. between different types of people (respondents). Cross tabulating data reveals much more detailed information than simply presenting the means, or averages, of an aggregated set of data. We have shared the most compelling cross-tabulations in the following pages. We present the question and responses in aggregate form followed by the detailed cross-tabulations.

5964

Consumer Awareness and Perception Study

SURVEY TERMINATION

310 Total Respondents ● ●

160 from Cook County 150 from Surrounding Counties (DuPage, Kane, and Lake Counties)

Terminations (1,317 Total) ● ● ● ● ●

104 for living outside areas of interest 8 for being under 18 73 for having lived or worked in Woodstock 364 for not being familiar with Woodstock 768 for overfilled quotas

6065

Consumer Awareness and Perception Study

SURVEY ANALYSIS GROUPINGS

Markets ● ●

Age ● ● ●

Cook County Surrounding Counties: DuPage, Kane, and Lake Counties

Gen Z and Young Millennials: 18-34 years old Gen X and Old Millennials: 35-54 years old Boomers +: 55+ years old

Visitors (152 respondents) ●

Visitors indicated that they have visited Woodstock in the past 3 years.

6166

Demographics

CAP Study

What is your gender?

6368

CAP Study

Which of the following includes your age?

6469

CAP Study

Which of the following ranges includes your total household income?

6570

CAP Study

Which of the following best describes you?

6671

CAP Study

In which of the following Illinois counties do you live?

6772

Familiarity

CAP Study

How familiar are you with the following communities in McHenry County, Illinois?

6974

CAP Study

WOODSTOCK ONLY, TERMINATIONS INCLUDED How familiar are you with the following communities in McHenry County, Illinois?

7075

CAP Study

WOODSTOCK ONLY, BY MARKET How familiar are you with the following communities in McHenry County, Illinois?

7176

Unaided Perceptions

CAP Study

● ● ●

When you think of the following communities, what is the first thing that comes to mind?

Algonquin Shopping Suburban River

● ● ●

Crystal Lake Lake Nice, quiet Shopping

● ● ●

Harvard Far Rural Motorola plant 7378

● ● ●

Huntley Rural Retirement community Shopping

● ● ●

McHenry Rural, country Family, relatives Nice, good

● ● ●

Woodstock Groundhog Day Rural, farms Music festival

CAP Study

From your perspective, do you think the following communities are improving, declining, or staying the same?

7479

CAP Study

WOODSTOCK ONLY, BY MARKET From your perspective, do you think the following communities are improving, declining, or staying the same?

80 75

CAP Study

WOODSTOCK ONLY, BY AGE From your perspective, do you think the following communities are improving, declining, or staying the same?

7681

CAP Study

WOODSTOCK ONLY, BY VISITATION From your perspective, do you think the following communities are improving, declining, or staying the same?

7782

CAP Study

Which of the following communities do you most associate with an historic yet still-thriving downtown?

Choose two answers.

7883

Other: ●

Chicago

CAP Study

BY MARKET Which of the following communities do you most associate with an historic yet still-thriving downtown?

Choose two answers.

7984

CAP Study

Which of the following communities do you think most value diversity and encourage people to take pride in their culture?

Choose two answers.

8085

Other: ●

Chicago

CAP Study

BY AGE Which of the following communities do you think most value diversity and encourage people to take pride in their culture?

Choose two answers.

8186

CAP Study

Which of the following communities do you most associate with a progressive mindset and forward-thinking solutions?

Choose two answers.

8287

Other: ●

Chicago

CAP Study

BY MARKET Which of the following communities do you most associate with a progressive mindset and forward-thinking solutions?

Choose two answers.

8388

CAP Study

Which of the following communities do you think have the best variety of and support for visual and performing arts, crafts, and music?

Choose two answers.

8489

Other: ● ●

Chicago Geneva

CAP Study

In general, which of the following communities do you think are the best places for someone to…

Buy a home?

8590

Other: ●

Chicago

CAP Study

BY AGE In general, which of the following communities do you think are the best places for someone to…

Buy a home?

8691

CAP Study

In general, which of the following communities do you think are the best places for someone to…

Go on a day trip or a night out?

8792

Other: ●

Chicago

CAP Study

In general, which of the following communities do you think are the best places for someone to…

Start a small business?

8893

Other: ●

Chicago

CAP Study

BY AGE In general, which of the following communities do you think are the best places for someone to…

Start a small business?

8994

CAP Study

Which of the following communities has been home to an opera house showcasing amateur and professional talent for over one hundred years?

9095

Other: ●

Don’t know

CAP Study

Which of the following communities has served as a filming location in countless movies and television shows, including in hits such as Groundhog Day and Planes, Trains, and Automobiles?

9196

Other: ●

Don’t know

Perceptions

CAP Study

Which phrase or adjective best describes the City of Woodstock, Illinois?

Choose three answers.

9398

CAP Study

BY MARKET, TOP ANSWERS Which phrase or adjective best describes the City of Woodstock, Illinois?

Choose three answers.

9499

CAP Study

BY MARKET, MIDDLE ANSWERS Which phrase or adjective best describes the City of Woodstock, Illinois?

Choose three answers.

100 95

CAP Study

BY MARKET, BOTTOM ANSWERS Which phrase or adjective best describes the City of Woodstock, Illinois?

Choose three answers.

96101

CAP Study

Logo Recall

Do you recognize the Real Woodstock logo?

Where do you recall seeing this logo?

Choose all that apply.

102 97

Non-Visitors

CAP Study

Have you visited Woodstock, IL in the past three (3) years

104 99

CAP Study

Why have you not visited Woodstock?

105 100

Other: ● ●

COVID-19 Can’t travel

CAP Study

Based on your perception of Woodstock, in your opinion, please rate its following attributes on a scale of 1-10, where 1 is “Poor” and 10 is “Excellent.”

106 101

Visitors

CAP Study

What was the primary purpose or main reason you visited Woodstock on your most recent visit?

Passed through to: ● ●

Event: ●

Lake Geneva Wisconsin

Groundhog Day

Performance at Opera House: ● ●

Other: ●

Mamma Mia Groundhog Day Tour Agritourism

108 103

CAP Study

LASTING IMPRESSIONS

Lasting Impressions

What aspect of Woodstock leaves the most positive impression on visitors and newcomers? ●

“Downtown is very cool and unique. Great way to spend a day.”

●

“A small town with a huge heart.”

●

“Friendly people, different cultures, and charming nature.”

What aspect of Woodstock leaves the most negative impression on visitors and newcomers? ●

“Empty storefronts.”

●

“It can be expensive.”

●

“Limited shopping.”

●

“Very far from Chicago.”

●

“It is a safe place with no violence.”

●

“They need to advertise more about fun things.”

●

“The diversity is very nice.”

●

“The lack of upscale restaurants.”

●

“There's something for everyone there.”

●

“The area outside of downtown seems pretty rundown.”

●

“Quaint town with shopping and restaurants.”

●

“The one lane traffic through town.”

●

“Mix of urban and natural beauty.”

●

“No shopping stores like Walmart or Target.”

●

“Groundhog day tours.”

●

“Small but large.”

●

“Not too busy or crowded.”

109 104

CAP Study

Based on your experience in Woodstock, in your opinion, please rate its following attributes on a scale of 1-10, where 1 is “Poor” and 10 is “Excellent.”

110 105

CAP Study

BY VISITATION, TOP RANKED Based on your perspective of/experience in Woodstock, in your opinion, please rate its following attributes on a scale of 1-10, where 1 is “Poor” and 10 is “Excellent.”

111 106

CAP Study

BY VISITATION, BOTTOM RANKED Based on your perspective of/experience in Woodstock, in your opinion, please rate its following attributes on a scale of 1-10, where 1 is “Poor” and 10 is “Excellent.”

112 107

All Respondents

CAP Study

What is most important to the distinct identity of Woodstock?

(Without _________, Woodstock would lose its essence.)

Choose two answers.

114 109

Other: ●

Green space, farms

External Qualitative Data Influencer Perception Study

Influencer Perception Study

OVERVIEW

Purpose The purpose of the Perception Study is to gain an in-depth understanding of the brand perceptions of Woodstock among important target audiences. What do these external constituents of the brand have to say about the area as a place to live or visit?

Methodology + Results North Star consultants conducted perception interviews via telephone. The targeted audiences included leaders from nearby communities as well as regional officials and professionals in economic development and tourism. Questions were phrased to gather qualitative information. The following pages reflect frequent commentary and the most insightful conversations.

116 111

External Influencer Perception Study

EXTERNAL PERCEPTIONS

Assets

Challenges

Missing

Opportunities

Groundhog Day

Crime and drugs

Vision and consensus

The Square and area just beyond

The Square (quaint, charming)

Blight

Rep beyond the Square

Arts and culture

Opera House

Illinois tax burden (vs Wisconsin)

Better dining and retail

Groundhog Day

Farmers’ Market

County seat

Awareness

Farmers Market

Train Service

Illegal immigration

Reasons to visit, things to do

Industrial park

Diversity

Outward migration (other states)

Personality

Train service

Holidays

Not business friendly

Natural areas (river, lake, etc.)

County Fair, fairgrounds

Broadband

Nightlife

Rail spurs

Manufacturing

Commuters out

Anything distinct

Downtown development/redevelopment

Venues (comedy, perf arts)

Rep as sleepy or far away

Job growth, density

Farm to table

Planning and policies

Regional itineraries

117 112

Influencer Perception Study ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●

“Can’t think of any negatives for Woodstock.”

“They have more train service. More options later.” “#1 Farmers’ Market in the region—a real destination.”

“Woodstock is centrally located but divorced from the population center on east side of County.”

“Older generation sees it for what it was and can be again.”

“Woodstock is a comfortable bridge between urban and rural.”

“It feels like a Hallmark movie at Christmas.”

“That is a long ass train ride, but we saved money.”

“Their opportunity is on the Square and the surrounding area—even for economic development.”

“They have some good manufacturing but no density or cluster.”

“Is it just another boomtown and paved farmland, or will its classic Americana prevail?”

“The Square seems beat up these days, and the drive is less scenic.”

“You don’t hear much unless it’s Groundhog Day.” “I know I should know more. It’s right over there. But I don’t.”

“Nothing stands out for them. They don’t have a Home Depot.”

“I think about them in February and maybe at Christmas.”

QUOTES

118 113

Influencer Perception Study ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●

“Crystal Lake has better dining and shopping.”

“Negative reputation. Two blocks off Square can get really sketchy.”

“Woodstock gets the riff raff as the County Seat.”

“Crystal Lake is safe.”

“Marion Central Catholic is for rich, drug-addled kids.”

“Woodstock makes the news for Groundhog Day and crime.”

“TIFF district discourages some business relocations or starts.”

“Nothing to do - lots of problems - boring and addiction.”

“There’s a tug of war on every issue and the future among those 35-65.”

“It’s a creative community but not the center or hub for that by any means.”

“No one knows anything about McHenry County—just farms.”

“Crystal Lake is prettier and has better parks.”

“People are bothered by policies like that 10-cent bag deal.”

“They have bad and weak first impressions as you enter town.”

“People are unaware that Downtown and the Square are so nice and so close.”

“When you drive through, you are underwhelmed and turned off.”

“McMansions and Section 8 have changed the character.”

“The Square has lost some good restaurants.”

“We moved away because of bad city planning or at least no communication on how to manage future growth.”

“It seems to have lost that fun, classic country vibe where people were welcoming.”

“I don’t associate business or industry with Woodstock.”

QUOTES

119 114

Competitive Positioning Review

Competitive Positioning Review

OVERVIEW

Purpose The purpose of the competitive analysis is to better understand the market position and marketing executions of Woodstock's competition.

Methodology + Results North Star reviewed communication materials from each of the following competitors in economic development and tourism to compile a short synopsis of their attributes. The materials reviewed include but are not limited to the websites for municipalities, economic development, chambers of commerce, and tourism as well as other communication materials such as brochures and visitors guides. Based on these materials, as well as other information we gather, we analyze each competitor’s brand strength and focus on economic development and tourism. ● ● ● ● ● ●

Algonquin Huntley Crystal Lake Harvard Marengo McHenry

121 116

Woodstock Logo Overview

CITY + COMMUNITY PARTNER LOGOS

122 117

Competitors

Proximity

REGIONAL COMPETITORS

Woodstock to…

● ● ● ● ● ●

Algonquin: 15 miles Huntley: 12 miles Crystal Lake: 9 miles Harvard: 12 miles Marengo: 12 miles McHenry: 11 miles

124 119

Competitor Logo Overview

REGIONAL COMPETITORS

125 120

Competitor Logo Overview

REGIONAL COMPETITORS

126 121

Algonquin, IL

REGIONAL COMPETITORS

Straplines & Marketing Messages: ● “Gem of the Fox River” ● “A+ Community” (EDC) Insights: ● Nestled in the Fox River Valley, just north of I-90, and 35 miles from Chicago O’Hare. ● Known for a responsive and responsible Village government. ● Historically famous for the “Algonquin Hill Climb,” where car companies and owners would drive up the area’s steep hills in the 1920s and 30s. ● Hosts an annual summer festival: Algonquin’s Art on the Fox. ● Home to 21 parks, 670 acres of open space, and 180 miles of walking paths.

Named a Tree City USA for 22 years. ● The Old Town Streetscapes Project is Algonquin’s current multi-year program to upgrade and revitalize Downtown and its amenities. ● Key industries include Healthcare, Retail, and Professional Services.

127 122

Algonquin, IL Village Website

REGIONAL COMPETITORS

128 123

Algonquin Economic Development Website

REGIONAL COMPETITORS

129 124

Huntley, IL

REGIONAL COMPETITORS

Straplines & Marketing Messages: ● “The Friendly Village With Country Charm” Insights: ● Huntley Park Districts operates many acres of parks as well as the Pinecrest Golf Club and Stingray Bay—a family-friendly aquatic center. ● For the past 40 years, Huntley has hosted TTF, featuring fried turkey and live music, and is a pre-Thanksgiving tradition that brings in thousands of tourists. ● Huntley also hosts an annual fall festival and a monthly indoor farmers’ market. ● Key industries include Food Service, Retail, Data Centers, and Packaging.

Huntley is located within both the Golden Corridor and Northern Illinois Technology Triangle, where the tech industry is strong.

130 125

Huntley, IL Village Website

REGIONAL COMPETITORS

131 126

Huntley Economic Development Website

REGIONAL COMPETITORS

132 127

Crystal Lake, IL

REGIONAL COMPETITORS

Straplines & Marketing Messages: ● “A Good Place to Live” ● “Make a day of it!” (Downtown) ● “The Clear Leader” (Economic Development) Insights: ● There are more than 1,600 acres of parks and open space in addition to the 230-acre Crystal Lake. Three Oaks Recreation Area is a city-owned space where residents and visitors can fish, rent canoes, picnic, scuba dive, and play in the kid-friendly spray park. ● Home of McHenry County College, which enrolls over 7,000 students, and Columbia College - Crystal Lake. ● Historic Main Street features local restaurants and shops as well as the Raue Center for the Arts and annual events, including the Farmers Market, Johnny Appleseed Festival, and the Festival of Lights Parade. ● Benefits from having two Metra stations. ● Largest employment sectors are Retail, Education, and Hospitality.

133 128

Crystal Lake, IL City Website

REGIONAL COMPETITORS

134 129

Crystal Lake Economic Development Website

REGIONAL COMPETITORS

135 130

Crystal Lake Downtown Website

REGIONAL COMPETITORS

136 131

Harvard, IL

REGIONAL COMPETITORS

Straplines & Marketing Messages: ● “Home of Milk Day” ● “Milk Center of the World” Insights: ● Every first weekend of June, Harvard hosts Milk Days—a three day festival that draws a crowd of thousands. It originally began in 1942 to honor the local dairy farmers during the war. At one point, there were seven dairy companies within a 15-mile radius. ● The Harvard area has the largest number of dedicated conservation acres in the State of Illinois. Popular activities include hiking, fishing, horseback riding, and canoeing in the creeks. ● Harvard is the only community in McHenry County to have a designated Opportunity Zone, and it as also part of the Harvard-Woodstock Enterprise zone, both of which are enticing tax incentives for businesses.

137 132

Harvard, IL Website

REGIONAL COMPETITORS

138 133

Marengo, IL

REGIONAL COMPETITORS

Straplines & Marketing Messages: ● “Growth. Tradition. Opportunity.” ● “Home of Settlers Days” Insights: ● Marengo has held the Settlers’ Days festival annually since 1971. The event features a parade, family activities, contests, and more. ● The city also hosts a Spring Fling Carnival each year. ● There are several parks for recreational use, including Indian Oaks Park, a 140-acre park on the west side of Marengo that includes a nature center, trails, sports amenities, and a public pool. ● Major employers include Nissan Forklift, Danahar Motion, and Engineered Polymer Solutions.

139 134

Marengo, IL Websites City of Marengo

REGIONAL COMPETITORS

Chamber of Commerce

140 135

McHenry, IL

REGIONAL COMPETITORS

Straplines & Marketing Messages: ● “Heart of the Fox River” Insights: ● McHenry’s position along the Fox River brought tourists, farmers, and boat builders to the city in its early history, and the location remains attractive to visitors and businesses alike. ● The city has three downtowns—Main Street, Green Street, and Riverside Drive—that each have local restaurants, shops, taverns, entertainment venues, and service providers. ● McHenry Riverwalk Shoppes and other recreational activities are currently being developed at Miller Point Park in the hopes of boosting economic growth and tourism. The area is connected by a mile-long walkway along the river with a pedestrian bridge. ● McHenry’s largest employment sectors are Healthcare and Social Assistance, Retail Trade, and Manufacturing.

141 136

McHenry, IL Website

REGIONAL COMPETITORS

142 137

McHenry Economic Development Website

REGIONAL COMPETITORS

143 138

Regional Metrics Rollup Population Unemployment Change Rate (20-21)

REGIONAL COMPETITORS Median Income

Median Home Price

Median Age

Cost Of Living (H/L)

Bachelor’s Degree or +

Racial Breakdown*

4.0%

$77,333

$183,000

36.7

1.2% L

31.5%

71.5% White 22.3% Latino

0.8%

5.4%

$115,346

$273,600

40.2

7.8% H

44.2%

77.3% White 10.2% Latino

28,008

0.8%

2.9%

$76,612

$270,800

48.8

9.0% H

36.7%

79.0% White 9.0% Latino

Crystal Lake

40,411

0.4%

4.7%

$98,274

$241,500

39.9

2.6% H

40.5%

80.9% White 12.5% Latino

Harvard

9,459

-0.2%

10.4%

$63,044

$138,200

27.7

4.3% L

11.8%

54.0% Latino 43.4% White

Marengo

7,572

N/A

5.3%

$65,136

$172,800

32.5

3.6% H

14.8%

81.1% White 15.6% Latino

McHenry

27,372

0.9%

4.5%

$76,858

$203,300

41.3

2.7% L

28.2%

81.0% White 16.1% Latino

City

Population (2021)

Woodstock

25,646

0.4%

Algonquin

29,944

Huntley

*Racial Breakdown does not include Hispanic origin

144 139

Brand Review

REGIONAL COMPETITORS

Brand Strength

(how strong the brand is at marketing the region – design currency, activation/use, representation of place, consistency across areas/departments)

Weak

Average

Strong

145 140

Economic Development Focus

(how much marketing is focused on driving economic development)

Weak

Average

Strong

Weak

Average

Strong

Tourism Focus

(how much marketing is focused on driving tourism)

Competitive Summary

ANALYSIS

●

Demographically, Woodstock is most similar to McHenry and Huntley, especially in regards to population size, median income, and level of education.

●

Naturally McHenry County, the County’s destination marketing organization, does an excellent job of promoting each of these communities and their amenities. Many of the communities in this competitive set do not have their own tourism organizations or website, as they rely on the County to market for them.

●

The McHenry County Economic Development Corporation also does a great job of promoting its communities and leveraging the County brand. However, several of the communities in this competitive set also have fantastic EDCs.

●

Clearly Crystal Lake’s website uses attractive images on each page and pulls colors and elements from the logo to create consistent branding throughout the site. Economic data and information on community assets can easily be found. They also have a series of success stories from local business owners, which shows a personal touch.

●

Crystal Lake is the only community that has a separate Downtown brand.

●

The City of McHenry has a nice website that utilizes pretty community images in the page headers. The navigation bar is divided into three on-site sections, and the search bar is prominently placed on the home page.

●

The City of McHenry and its partners do the best job of using consistent branding across departments, as logo elements, fonts, colors, and messaging are used for the City, EDC, Parks & Rec, and more.

●

Several of these communities have strong Parks & Recreation brands—particularly logos—that are complementary of or completely separate from their Community brands. This is a fairly unique situation but is understandable since McHenry County contains a large amount of parks, bodies of water, and conservation areas.

●

Woodstock can refer to these brands and websites to distinguish itself and leverage its unique strengths.

146 141

STRATEGY Insights

Insights During this phase of the process, the body of quantitative and qualitative data uncovered in the research phase is analyzed to identify key themes and trends. From this, a set of insights comprising the emotional sparks of the Woodstock story are crafted.

These insights lead to Woodstock's unique strategic brand platform.

Woodstock's strategic brand platform, or DNA as North Star calls it, is the single most important and vital outcome of the branding process. Like an individual’s DNA, it is code for what makes the community special at its core. As such, it must be distinct, ownable, and authentic. It must differentiate Woodstock locally, regionally, and even nationally and increase awareness and regard within the community and beyond. This differentiation must remain in keeping with the personality perceived by stakeholders, residents, and visitors.

Woodstock's strategic DNA should become the cornerstone for all creativity, action, policy, and passion moving forward. Imagine the cumulative potential for your community if all major decisions were made within the context of what makes Woodstock truly different and special.

So where does all of this research lead us? One thing to remember in a process like this is that we cannot tell you to be something you’re not. We won’t do it even if that is your secret hope. Your brand will be based on what is true and authentic. That is why we study your history and culture but maintain an eye on the future and your aspiration. What about your history and culture differentiates you and is relevant and meaningful today for your interests and goals?

Repetition, Repetition, Repetition. This is not just a rule of effective communication. We know we are onto something when we start hearing similar thoughts and ideas about your community. Positioning helps us market. The job of the brand is to tell your most competitive story. The job of the strategy is to determine what that story should be about. On the following slides, we are using some voices from the research to highlight key insights from the research process.

148 143

Insights

WHERE DID THE RESEARCH LEAD US?

“I didn’t know this was here.”

“I know I should know more. It’s right over there. But I don’t.”* “No one knows anything about McHenry County - just farms.”* “Is it just another boomtown and paved farmland or will its classic Americana prevail?* “The Square brings people in. The lighting of the Square is awesome.”

149 144

“Woodstock is centrally located but divorced from the population center on the east side of County.”* “This place has a really small feel, but also like we’re on the verge of breaking out of our shell.”

“You don’t hear much unless it’s Groundhog Day.”* “I think about them in February and maybe at Christmas.”*

*External comment

Insights

WE HEARD LOTS OF GREAT THINGS

“Everything I want is right here.”

“They have more train service. More options later.”* “That is a long ass train ride, but we saved money.”* “Was half farmers & half artsy fartsy folks. Now a third a third and a third (Latino). Diversity has added to the fun.”

“If you drive through the Square, you’re going to fall in love with it.”

“We’re a cohesive community with an adorable downtown and people with good attitudes.”

150 145

Insights

WE HEARD LOTS OF GREAT THINGS

“If we wanted to turn the whole city urban, we could have done that. But we didn’t.”

“When my biz had to work with the city, it was a great experience. Have to be a go-getter to receive that treatment.”

“Woodstock is a comfortable bridge between urban and rural.”* “There’s a laid back feel here. It’s casual but has amenities and conveniences without the hustle of a city.”

“It’s a creative community but not the center or hub for that by any means.”* “They have some good manufacturing but no density or cluster.”* “Can’t think of any negatives for Woodstock.”*

151 146

Insights

WE HEARD CONCERNS

“Woodstock gets the riff raff as the County Seat.”* “Woodstock makes the news for Groundhog Day and crime.”* “If there’s nothing going on at the Square, then there’s not any reason to come here.”

“The Square seems beat up these days. And the drive is less scenic. Drive through town, and you are turned off.* “Negative reputation. Two blocks off Square can get really sketchy.”* “Crystal Lake has better dining and shopping. Is safer. And has prettier and better parks.”* “We spend a lot of time leaving town shopping for even the simple things like jeans.”

“There’s a tug of war on every issue and the future among those 35-65.”* “People are unaware that Downtown and the Square are so nice and so close.”*

152 147

Insights

WE HEARD CONCERNS

“Nobody is driving from a different town to eat in Woodstock.”

“We put a lot of effort into supporting a small number of people.”

“I’ve been here for 25 years. You know what that makes me? A newcomer.”

“There’s no reason that, in a town like this, you can’t get around on a bike.”

“We have a lot of events and things that happen consistently, but we have no inflection point.”

“I don’t associate business or industry with Woodstock.”* “McMansions and Section 8 have changed the character.”* “We moved away because of bad city planning or at least no communication on how to manage future growth.”* “It seems to have lost that fun, classic country vibe where people were welcoming.”*

153 148

Insights

WHAT IS DISTINCT?

“We’re different than those immediately around us. Other cities around us aren’t as open-minded.” “#1 Farmers’ Market in the region - a real destination.”* “It feels like a Hallmark movie at Christmas.”* “Woodstock has character. And there’s a centralized location for that character. That’s what other cities lack.”

“Their opportunity is on the Square and the surrounding area. Even for economic development.”* “For the size of city we are, it’s amazing the variety of entertainment options we have.”

“That Opera House. So impressive. Wish my town had it.”* “Our Square is what makes us shine.”

“I wish we had moved here sooner.”

154 149

STRATEGY DNA Platform

Woodstock DNA Platform Statement Target Audience:

Frame of Reference:

To whom Woodstock has the most appeal

Geographic context of Woodstock 156 151

Point-of-Difference:

Benefit:

What makes Woodstock special

Why it should matter to the consumer

Woodstock DNA Platform Statement Target Audience:

Frame of Reference:

Point-of-Difference:

Benefit:

For those who like to get out of metro chaos,

Woodstock, at the top of Illinois on the Northwest Metra line into Chicago,

welcomes you to its famous Square and eclectic, classic downtown community

so you can enjoy good fun and good company again and again.

157 152

Strategy Target Audience: ● ● ●

RATIONALE

For those who like to get out of metro chaos,

Many want to be in a spot that has rolling, rural hills in their backyard and the vibrancy of a city at the front door (rural/urban).

Woodstock appeals to residents or visitors who value the offerings of Chicago but often don’t want to be consumed by them.

Open space, friendly folks, and fewer inconveniences draw people to the community.

158 153

Frame of Reference: ● ● ●

Woodstock, at the top of Illinois on the Northwest Metra line into Chicago,

Squarely positioned near the Illinois-Wisconsin border, Woodstock enjoys a picturesque location and distance that has avoided complete suburban sameness with sprawl.

The community enjoys convenient train service into Chicago.

The quality of life stands out for Woodstock as a place to raise a family.

Strategy

RATIONALE

Point of Difference: ● ● ● ● ● ●

The Square is a primary draw and a memorable experience for most coming to Woodstock.

It is emblematic of the community and demonstrates a welcoming nature and quality of life.

The Square is classic Americana but eclectic enough to not be boring and is worthy of repeat visits.

This signature draw is a great talent attractor which is a strong economic development message.

The Square does not make Woodstock one dimensional but it attracts interest so the full advantages of the community can be communicated.

Woodstock must invest in the areas around the square so the footprint of opportunity grows and the rest of the community can connect to a growth plan that benefits the entire community.

Benefit: ● ● ●

welcomes you to its famous Square and eclectic, classic downtown community

so you can enjoy good fun and good company again and again.

Nice nod to Groundhog Day movie. Great experiences with great friends happen every day here.

The quality of life and quality of your getaway (if not fortunate to live here) requires careful attention.

Building on the cachet of downtown to extend the eclectic, classic small town vibe deserves effort moving forward.

159 154