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Previous Projects

MOSES 2018 Annual Conference Visitor Study

Conducted on Behalf of the La Crosse County Convention & Visitors Bureau

The Midwest Organic and Sustainable Education Service (Now Marbleseed) conference is an annual conference held annually in La Crosse, Wisconsin. The conference draws more than 3,000 visitors, from local attendees to international visitors, interested in learning about organic and sustainable food production. The 2018 conference was February 22nd-24th. While here, attendees filled hotels, ate at local restaurants, and visited various attractions. The La Crosse County Convention and Visitors Bureau (CVB) was interested in knowing attendees’ perceptions of the La Crosse area. Therefore, the purpose of this study was to gather information on MOSES attendees’ interactions with La Crosse and their perceptions of what La Crosse has to offer. By gathering this information, future marketing efforts can be better targeted, and the need to dedicate resources to specific tourism-based offerings better communicated.

MOSES Participant dropping off survey

Survey drop-off set up inside convention center.

MOSES Shuttle-bus drop-off

Data collected on shuttle buses to identify visitor perceptions of the La Crosse area.

The purpose of this project is to assist conduct a La Crosse Historical & Cultural Museum Feasibility Study. The goals of the study are to (1) work with primary stakeholders to affirm study objectives and identify resources, (2) involve community stakeholders to determine interest and identify public perceptions regarding the idea of a new historical and cultural museum,  (3) identify visitor perceptions and attitudes towards museums, (4) obtain information from other museums to assess feasibility of a new La Crosse Museum, (5) use primary and secondary data collected to conduct a site analysis of a potential La Crosse museum, and (6) provide a final evaluation and summary of the feasibility of a new museum.


The 2018 NTPA (National Tractor Pullers Association) Tomah Tractor Pull demographic survey was done jointly with the Monroe County Agricultural Society and the University of Wisconsin – La Crosse Tourism Research Institute. The primary purpose of this study was to acquire demographic and market information on attendees of the 2018 NTPA Tomah Tractor Pull to aid the Ag Society’s marketing efforts. This study also aimed to see the uses and benefits of social media and tractor pull goers.

Tractor pulling sled at event.

The three day event takes place annually in June.

First held in 1961, Oktoberfest USA is an annual La Crosse, WI festival celebrating German heritage that brings tens of thousands of visitors to the area. For four days attendees fill hotels, visit local restaurants and attractions, participate in Oktoberfest activities on festival grounds, and line the streets for parades. Oktoberfest organizers were interested in updated information that reflects current attendee market characteristics, and the economic impact of the festival. The purpose of the study is to gather information on 2019 event attendee characteristics, including trip characteristics, demographics, geographic information, psychographics, perceptions of current and desired event offerings, event satisfaction, behavioral intentions, and visitor spending.

Pierce County recently received a Wisconsin Department of Tourism Joint-Effort-Marketing (JEM) Grant to fund in part a study by the UW-La Crosse Tourism Research Institute. The objective of this study is to unearth Pierce County’s tourism brand. The purpose of this research project is to identify and understand the county’s brand from a county stakeholder perspective and visitor perspective.  This will allow Pierce County representatives to establish their brand and develop marketing materials that better communicate what the communities have to offer with what target markets desire.

Polk County Tourism Study

The purpose of this research study is to establish Polk County’s tourism identity. The purpose of this research project is to identify and understand the county’s identity from a county stakeholder perspective and visitor perspective.  This will allow PCTC representatives to establish their brand and develop marketing materials that better align community offerings with what target markets desire.  The research conducted will include two components: (1) identify brand perceptions from local stakeholder perspective (e.g., tourism professionals, residents, etc.), and (2) identify perceptions and behaviors of current and/or past visitors. The process will identify known and unknown tourism assets essential to Polk County and individual communities within the county, how current brand perceptions align with current marketing efforts, and make additional recommendations related to branding, marketing, collaborative opportunities, and development opportunities.

Rushford Village Area Trails Study

The purpose of this project is to provide the City of Rushford Village with recommendations for multiple-use trail layouts to be used primarily by snowmobiles and all-terrain vehicles.  The proposed designs are to be informed by systematically gathered public input, e.g. focus groups, public forums, questionnaires.  In addition, it will be informed by best recreation planning practices of incorporating community observables, e.g. physical characteristics of the village, available demographics, and nearby community characteristics.

Spring Grove Multiple Use Trail Project

The objective of the project is to engage in a needs assessment and projection for the community of Spring Gove, MN with a focus on developing student proposals for a multiple use trail.