This morning, Bobby Tanzilo reported on a new perception study about our wonderful hometown, Milwaukee. Interesting results and impressions, so I thought I'd provide a deeper look into the data.

In my humble opinion, Milwaukee is making a big comeback. Like many cities our size, we have challenges and need to continue to better leverage our assets. We also need to stop talking about our "inferiority complex" and "bad self perception." Read OnMilwaukee.com daily and you'll find stories about great things happening in and around Milwaukee.

There's energy here and our "leaders" need to capture it, talk it up and after examining the results of yet another study -- do something about it. I don't have blinders on that shield our problems. I do, though, love Milwaukee and work to improve it every day. No one gives you the right to stand on the sidelines (a favorite quote of mine that has several sources). So, please study the data below and then figure out in your own Milwaukee way how you will improve our community. Onward.

In February 2008, a questionnaire was designed and administered through collaboration between staff from the Spirit of Milwaukee and the Center of Urban Initiatives and Research (CUIR) at the University of Wisconsin- Milwaukee. It consisted of 16 items that asked various questions about Milwaukee, its business climate, strengths, weaknesses and other civic related items.

More than 4,800 business leaders across the United States received it, but only 156 completed surveys were returned -- an effective response rate of 3.3 percent. Obtaining a high response rate for a mail survey of this type, where many respondents are unfamiliar with Milwaukee, was a significant challenge for the group. Nonetheless, the following summarize the perceptions and opinions of 150 individuals from across the country.

Perception of Milwaukee
Respondents were asked their overall perception of Milwaukee along a scale from Poor (1) to Excellent (5). Nearly half of responses (46%) gave a value of 4 or higher, almost eight times the number of responses of 2 or less (6%). However, there is a large number with No Perception (25%).

Impressions of Milwaukee
Respondents were asked the three impressions they have when thinking of Milwaukee. The three most frequent impressions reported were (1) Beer / Breweries (66%); (2) Milwaukee Brewers / Baseball (34%); and (3) Lakes / Lakefront / Lake Michigan (15%). The majority of the "Top 10" responses were generally positive; the only possibly negative impression was Cold Weather / Winters (13%).

Descriptions of Milwaukee
Respondents were presented with 15 "either-or" descriptors of Milwaukee. They were asked to select the positive or negative option that they feel best describes Milwaukee. (For example: "Good Work Ethic or Poor Work Ethic). Respondents selected the positive descriptor in twelve of the fifteen descriptors.

Positively speaking, most think Milwaukee has (or is):

• Good Work Ethic (90%)
• Good Colleges / Universities (87%)
• Family Friendly (84%)
• Tourist Friendly (78%)
• Pro business (73%)

Negatively speaking, most think Milwaukee has (or is):

• Old Economy (84%)
• Uncreative (59%)
• Unattractive to Young Professionals (53%)

Two items asked respondents to report the three things of which Milwaukee should be most proud; and the three things that the Milwaukee Region should improve.

Top Three Things Milwaukee Should be Most Proud of:

• Lake / Lakefront (26%)
• Friendly People (24%)
• Culture / Heritage (13%)

Top Three Things Milwaukee Should Improve:

• Roads / Highway / Infrastructure (25%)
• Crime (16%)
• Downtown (11%)

When asked to rate their perception of the business climate in Milwaukee, most reported that it was remaining the same (47%). Somewhat more reported the business climate as declining (16%) in comparison to improving (10%). However, it should be noted that nearly a third (27%) responded with Not Sure.

Respondents also were asked to compare the business climate of Milwaukee to seven other metropolitan areas of the United States; using the rating scale that Milwaukee is worse, the same as or better. The results showed that respondents perceive Milwaukee more favorably than Cleveland and Columbus; about the same as Cincinnati, St. Louis, and Kansas City; but less favorably than Indianapolis and Minneapolis / St. Paul.

On the local side, a similar survey was sent to 1,500 business leaders in the seven-county Milwaukee Region. A total of 305 completed surveys were returned with an effective response rate of 20.4 percent.

Here are some of the results.

Perception of the Milwaukee Region
Respondents were asked their overall perception of the Milwaukee Region along a scale from Poor (1) to Excellent (5). Nearly half of the 297 responses (47%) gave a value of 4 or higher, more than three times the number of responses 2 or less (15%).

Knowledge of the Milwaukee Region Counties
Respondents reported being most knowledgeable about Milwaukee and Waukesha Counties. They reported being least knowledgeable about Walworth County.

Impressions of the Milwaukee Region
When asked to identify the three impressions they have when thinking of Milwaukee - as well as those impressions of family, friends, and business leaders visiting from out of town - respondents identified:

Top Three Impressions of Locals

• Lake / Lakefront (15%)
• High Crime (14%)
• Good Place to Live / Work / Raise a Family (14%)

Top Three Impressions of Visitors

• Friendly Place / Nice People (22%)
• Cleanliness / Clean City (21%)
• Wonderful Lake / Lakefront (18%)

Top Attractions of the Milwaukee Region
The Top Three attractions that respondents reported that they like to show visitors are (1) Lakefront / Lakeshore; (2) Miller Park; and (3) Milwaukee Art Museum / Calatrava.

Descriptions of the Milwaukee Region
Respondents were presented with 15 "either-or" descriptors of the Milwaukee Region. They were asked to
select the positive or negative option that they feel best describes the Milwaukee Region. (For example: "Good Work Ethic or Poor Work Ethic").

Respondents selected the positive descriptor over the negative in eight of the 14 choices, with one evenly split, and six with the negative over the positive. Here are the three most positively and three most negatively identified descriptors:

Positively speaking, most think the Milwaukee Region has (or is):

• Good Colleges / Universities (98%)
• Family Friendly (91%)
• Good Work Ethic (89%)

Negatively speaking, most think the Milwaukee Region has (or is):

• Old Economy (84%)
• Unattractive to Young Professionals (70%)
• High Crime (68%)

What the Milwaukee Region Should be Most Proud of - and Needs to Improve

Two items asked respondents to report the three things of which the Milwaukee Region should be most proud and the three things that the Milwaukee Region should improve.

Three Things the Region Should be Most Proud of:

• Lake / Lakefront (28%)
• Arts & Culture (24%)
• Entertainment (18%)

Three Things the Region Should Improve:

• Crime (45%)
• Taxes (36%)
• Education System (15%)