Duane Hicks
A recent survey showed two-thirds of “frequent spenders” in International Falls and Koochiching County, Mn. have a valid U.S. passport or other legal means to cross into Canada.
Thanks to a Northern Community Investment Readiness (NCIR) grant, the Rainy River Development Corp. undertook a third-party market analysis of the Falls and Koochiching County in order to provide information that will be used to enhance marketing efforts to potential commercial/retail developers, RRFDC consultant Tannis Drysdale told town council last night.
Over one-third of these “frequent spenders”—defined as those who go shopping/go out at least once week or more—cross into Canada at least two-three times a month.
“Frequent spenders” tend to be younger residents under the age of 35, and they often are out at least once a week for retail shopping and/or entertainment purposes (i.e., restaurant, bar, etc.)
Other characteristics are that they currently are employed, are likely to have at least some post-secondary education, and reside in a household with a total annual income of $60,000 (U.S.) or greater.
Speaking more generally, the survey found 50 percent of Koochiching County residents feel their community is poorly-served when it comes to retail stores and service providers.
Women are more likely to be of this view.
Fort Frances is the most mentioned destination when crossing into Canada, with shopping, visiting friends, fishing, and going to a restaurant or bar being the most popular activities.
The average cross-border shopper from Koochiching County spends $49.50 (U.S.) in Fort Frances per trip.
Walmart and Tim Hortons are the most frequently-mentioned retailers country residents wished they had access to in their community.
The survey also noted 63 percent of residents own at least one of the following recreational vehicles: boat, snowmobile, or quad.
Drysdale said many people have a lot of preconceived ideas about who U.S. shoppers are, how many are crossing the border, and whether or not many of our U.S. neighbours had passports or not.
“This is helpful for our retail community in knowing who to target, but it’s also helpful for me when we [field] inquiries from realtors, wondering about what our total market is,” she noted.
“So now I can attach actual data to American census data and say this percentage of the marketplace is actually in Fort Frances and shopping in Fort Frances.”
The data recently was used to market the “Springlicious” campaign, which promoted local restaurants Boston Pizza, Carl’s Eatery, Copper River Inn, Flint House, and La Place Rendez-Vous.
In other news, the RRFDC has updated the Town of Fort Frances’ marketing through digital media, including the launch of a new tourism video May 14.
The video, written and directed by filmmaker Andrew George, features the local living legend, “Brodie the Bass.”
Drysdale noted this video is unlike the other two marketing videos done in the past, which promoted Fort Frances as the industrial capital of Northwestern Ontario and daily life here.
“We struggled with what to do with the third video for tourism,” she admitted.
“Everybody in the world was doing sunsets and great big fish.
“So we thought the only way we would be able to get some attention . . . is to do something bit campy,” she reasoned.
The video, which can be found at www.fort-frances.com or on the town’s Facebook page, has had 22,555 views so far.
Viewers originated from Illinois, Texas, Wisconsin, and Minnesota, as well as Ontario and Alberta.
An estimated 17,000 viewers have been male, with about 6,500 of those 45 years and older, which is on target for promoting the area to anglers.
Over the past three months, Drysdale said extra work has gone to improving the town’s social media presence.
This has included targeted Twitter communications and increased use of the Town’s Facebook page to promote the community—often with multiple posts a day.
Facebook followers have grown to 700 while its Twitter account now has 950 followers.
Interaction on all platforms has been largely positive, Drysdale added.
The RRFDC also announced it has all 50 sponsors it was seeking for “Project Petunia,” and already has 14 committed to next year’s flower basket initiative.
