First Impressions Count!

On the other hand, how do you feel in a new town? Do you feel at home? Does it look appealing? Are people friendly to you? Is it easy to conduct business? Do you want to come back?

Those parallel sets of questions lay out one of the precursors to economic and community development and they are at the heart of an exciting new exchange program that’s being offered by Penn State Cooperative Extension’s Economic and Community Development team.

Known as First Impressions, the program organizes teams from two communities who go out anonymously to evaluate each other’s community assets and weaknesses.
The program, developed by University of Wisconsin, got under way in Pennsylvania a couple years ago with two different exchanges: the towns of Renovo and Emporium and the county fairs in Clinton and Juniata. Both exchanges were undertaken for the purpose of improving economic conditions around tourist attractions.

Renovo and Emporium lie within the PaWilds, a 12-county tourism promotion effort in the state’s north central region. Ideas that evolved from the visits include the need for a visitor center and developing a map of the recreational sites available in the towns, including a renowned elk herd and a popular fall foliage festival.

The county fairs visits looked at signage, speaker systems and parking conditions, all of which make a difference to tourists when it comes time to decide whether to return the following year.

As teams set out on their reconnaissance voyage, they are armed with notebooks and questionnaires. And they are advised to come up with cover stories—in town for business or thinking of moving to town--so that no one suspects what they are up to.
The group breaks up into teams and has two assignments. The first is to drive through town, park the car and write down their first impressions without discussion among team members. The second is to walk through town, asking for directions and advice, shopping, visiting public places, observing businesses and recreational areas. They’re even advised to use a camera to back up their observations, both positive and negative.

Ranking each category on a scale of one to 10, they look at roads and streets, downtown businesses, residential neighborhoods, signs and billboards, hospitals and parks. They’ll evaluate friendliness, appearances and helpfulness as well as availability of pay telephones, cell phone service and public restrooms.

In addition to a hefty questionnaire participants conceal throughout their travels, they carry a small notebook so they can write their individual reactions and feelings as they meander through town.

Program developers at University of Wisconsin ask participants to consider little things like the parking situation and availability of water fountains and benches. They also suggest writing a sensory look at the town, noting both good and bad. What does the community taste like, meaning, does it have a specialty bakery or signature restaurant? What does it smell like? What sounds are heard while passing through? What did it feel like as far as any emotional response to what was there?

The UW model for First Impressions asks surveyors to list the five most positive things they encountered in the new town, one idea they found there that they will use back home and what they will remember the most six months after the visit.

Penn State offers First Impressions in select counties in Pennsylvania. More information on this Economic and Community Development program can be found at:

University of Wisconsin First Impressions Program website

Penn State Cooperative Extension Newsletter article

To participate, contact: Bob Veilleux

by Linda Hudkins