1 Data Summary

Economic Development Strategy

Appendix I: Data Summary

2 Data Summary

DATA CAVEATS

• Multiple sources, scales, and time periods

• Connect and triangulate, don’t fixate

• This is sifted & simplified

• This is one of several City analyses going on

3 Data Summary

Business & Industry

Demo-graphics &

Diversity

Tax Base & Real Estate

Schools

4 Topic Areas

4 Data Summary

10%

11%

12%

13%

14%

15%

16%

17%

18%

$0

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

$35,000

$40,000

$45,000

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Madison MSA GDP ($m & %state)

Madison MSA

Madison MSA % of State GDP

In $,000,000s

SOURCES: Bureau of Economic Analysis

Madison has a Steadily Growing Economy

5 Data Summary

Milwaukee

Madison

Appleton

Green Bay

Rest of Wisconsin

GDP by MSA Population by MSA

15%

10%

Metro Areas Drive Wisconsin Economy

SOURCES: Bureau of Economic Analysis, Census

6 Data Summary

7.7%

10.2%

0.6% 2.1%

3.0%

4.8% 4.4%

0.0% 0.2%

-1.8% -4.0%

-2.0%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

Self employed

2-9 workers

10-99 workers

100-499 workers

500+ workers

2000-2012 Change in Number of Businesses by Business Size (Employment)

Dane County

Wisconsin

SOURCES: Youreconomy.com

Dane County Outperforms Wisconsin in Business & Job Creation

7 Data Summary

317,518

250,000

260,000

270,000

280,000

290,000

300,000

310,000

320,000

330,000

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Total Jobs in Dane County

Dane County Outperforms Wisconsin in Business & Job Creation

SOURCES: U.S. Bureau of Labor Statistics

8 Data Summary

1.8 1.67 1.57

1.35 1.26 1.16 1.11 1.09

0 0.2 0.4 0.6 0.8

1 1.2 1.4 1.6 1.8

2

MSA 2012 – Clusters with LQs >1

SOURCES: EDA – STATSAmerica

Industry Clusters where we have Competitive Advantages

9 Data Summary

8,677 7,287

4,470 2,772

(100) (696) (869) (1,509) -4,000

-2,000

0

2,000

4,000

6,000

8,000

10,000

Innovation Cluster Growth 2001-2012 Job Creation/Loss by Cluster for MSA

SOURCES: EDA – STATSAmerica

Growing Industry Clusters

10 Data Summary

of all new jobs created in

Dane County between 2001

& 2012 were primarily due

to one company

11 Data Summary

373

21%

10%

12%

14%

16%

18%

20%

22%

0

50

100

150

200

250

300

350

400

450

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Patents Issued in Dane County (# and % State)

Dane County Patents % of Wisconsin Patents Issued in Dane County

SOURCES: U.S. Patent and Trademark Office

Madison is a wellspring for innovation and new ideas that lead to new businesses

12 Data Summary

$1,169,779

$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

Top 20 Institutions for Federal Research Spending (2012)

SOURCES: National Science Foundation

UW is #3 in Federal Research

13 Data Summary

Can we do more

to leverage this

massive

investment into

economic

growth

in annual federal

research dollars

injected into our

economy

?

14 Data Summary

$1,158,989,855

$2,168,695,827

6.00%

6.50%

7.00%

7.50%

8.00%

8.50%

9.00%

9.50%

$0

$500,000,000

$1,000,000,000

$1,500,000,000

$2,000,000,000

$2,500,000,000

2005 2006 2007 2008 2009 2010 2011 2012

Exports from the Madison MSA

MSA export value Percent of State

SOURCES: U.S. International Trade Administration (ITA)

We Are an Increasingly Globally-Engaged Economy

15 Data Summary

The Madison MSA exported

$2.2 Billion of goods & services in 2012

SOURCES: U.S. International Trade Administration (ITA)

16 Data Summary

675,034

783,937 825,702

518,671

603,357 558,141

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

2001 2007 2013

Number of Passenger Boardings (Madison and the Median 100,000+ Airport)

Madison

Median

Dane County Airport is becoming more busy - Madison is an increasingly-connected

economy and growing origin and destination for business travel

SOURCES: U.S. Department of Transportation

17 Data Summary

12%

22%

14%

3% 3%

-1% -5%

0%

5%

10%

15%

20%

25%

All Airports Madison Milwaukee O'Hare Minneapolis Detroit

% Change in Airport Boardings (2001-2013)

Dane County Airport is becoming more busy - Madison is an increasingly-connected

economy and growing origin and destination for business travel

SOURCES: U.S. Department of Transportation

18 Data Summary

8%

14%

1%

76%

Madison MSA

Local

State

Federal

Private Sector

1% 3%

10%

85%

Wisconsin

SOURCES: Bureau of Labor Statistics

The Madison area is a Private Sector Driven Economy

19 Data Summary

0 1000 2000 3000 4000 5000 6000 7000 8000

0

0.5

1

1.5

2

2.5

3

Job Projections by Occupation (2010-2020 DWD)

Top 10 Growth Occupations for Dane County

Annual Growth Rate Employment Growth

SOURCES: WI Department of Workforce Development

20 Data Summary

0

1000

2000

3000

4000

5000

6000

7000

8000

0

0.5

1

1.5

2

2.5

3

SOURCES: WI Department of Workforce Development

Healthcare, technology, food, and construction are driving our job growth

21 Data Summary

Dane County as % of Wisconsin

SOURCES: Census, BLS, BEA, USPO, ITA, Census

Madison is

leading the

State’s economy

forward

22 Data Summary

Business & Industry

Demo-graphics &

Diversity

Tax Base & Real Estate

Schools

23 Data Summary

171,809

190,766

233,209

281,150

100,000

120,000

140,000

160,000

180,000

200,000

220,000

240,000

260,000

280,000

300,000

19

70

19

75

19

80

19

85

19

90

19

95

20

00

20

05

20

10

20

15

20

20

20

25

20

30

20

35

20

40

Madison Population (1970-2040)

SOURCES: Census, Wisconsin DOA projections

Madison’s economy has grown steadily over the last 30 years and growth is projected to continue

24 Data Summary

1970, 59%

2000, 49%

2015, 47% 2040, 46%

30%

35%

40%

45%

50%

55%

60%

65%

Madison and Non-Madison - % of Dane County Population

Madison

Rest of County

SOURCES: Census, Wisconsin DOA projections

Madison is decreasing as a percentage of Dane County’s total population

25 Data Summary SOURCES: Census 2000 and 2010 DC

Madison leads the State in attracting young professionals to

Wisconsin

26 Data Summary

Madison’s Future is Much More Diverse Than its Past

0.7%

3.3%

5.6%

3.6%

1.7%

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

White, Non-Hispanic

African American

Hispanic/Latino Asian Other Race or Multi-Racial

2000-2012 Annual Growth Rate

SOURCES: 2012 Census ACS 3-yr Est.

27 Data Summary SOURCES: 2012 Census ACS 3-yr Est.

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

U.S. Dane County Madison

Median Household Income (2012 ACS)

White

African American

Hispanic/ Latino

Madison has deep racial disparities in income

28 Data Summary SOURCES: Census, 2012 ACS 3-yr EST.

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

little kid (0-11) teen (12-18) young adult (18-34)

middle age (45-65)

senior (65+)

Poverty by Age/Race/Ethnicity (2012 ACS)

White African American Asian Hispanic/Latino

Madison’s youth of color suffer from high poverty rates

29 Data Summary

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

2008 2009 2010 2011 2012

African American Unemployment Rate

U.S. Madison

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

20.0%

2008 2009 2010 2011 2012

White Unemployment Rate

U.S. Madison

SOURCES: Census, 2012 ACS 3-yr EST.

30 Data Summary

Business & Industry

Demo-graphics &

Diversity

Tax Base & Real Estate

Schools

31 Data Summary

50% 47%

15% 15%

17% 17%

17% 20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2000 2012

City of Madison Housing Units by Units in Building (2000 DC, 2012 ACS)

20+ units

5-20 units

2-5 units

1 unit

SOURCES: Census, 2012 ACS 3-yr EST.

More and more of Madison’s housing is within multi-family buildings

32 Data Summary SOURCES: Madison Assessor’s Office

Madison’s home values have recovered from the recession and are rising

$247,974 $254,593

$0

$50,000

$100,000

$150,000

$200,000

$250,000

$300,000

19

98

19

99

20

00

20

01

20

02

20

03

20

04

20

05

20

06

20

07

20

08

20

09

20

10

20

11

20

12

20

13

20

14

20

15

20

16

Average Single Family Home Valuation

33 Data Summary SOURCES: Madison Assessor’s Office

0

100

200

300

400

500

600

700

800

New Construction Added Value in $m

Single Family Homes

Condos & 2-7 Unit Apartments

Commercial & 8-unit+ apartments

Madison’s post-recession real estate market is driven by new apartment building construction

34 Data Summary

1%

-11%

-5%

2%

-3% -1%

-4%

4% 7%

24%

-15%

-10%

-5%

0%

5%

10%

15%

20%

25%

30%

Post-Recession Percentage Change in Assessed Value by Housing Type (2010-2014)

Madison’s post-recession real estate market is driven by new apartment building construction

SOURCES: Madison Assessor’s Office

35 Data Summary

$90 $62 $131

$251 $92 $96

$91

$141

0

50

100

150

200

250

300

350

400

450

2010 2011 2012 2013

Total Value of New Construction ($m)

Commercial (including 8-unit+ apartments) Residential

Madison’s post-recession real estate market is driven by new apartment building construction

SOURCES: Madison Assessor’s Office

36 Data Summary

Business & Industry

Demo-graphics &

Diversity

Tax Base & Real Estate

Schools

37 Data Summary

11% 11% 9%

23% 22% 21%

83%

60% 63%

76% 72%

83%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

Madison Beloit Janesville Middleton Sun Prairie Verona

Advanced Placement Testing for HS (2011/12 School Year)

Students taking AP exams % who pass

SOURCES: Wisconsin Dept. of Public Instruction

Madison’s schools perform well and are competitive with surrounding communities

38 Data Summary

Average ACT Scores:

Middleton: 25 Sun Prairie: 23 Verona: 23 State: 22 U.S: 21

Madison: 24

SOURCES: Wisconsin Dept. of Public Instruction

Madison’s schools perform well and are competitive with surrounding communities

39 Data Summary

56%

7% 2%

35%

Post Graduation Plans for MMSD Seniors (2012)

4-Year College

Tech College

Job, Military, Job Training

Misc.

SOURCES: Wisconsin Dept. of Public Instruction

Many of Madison’s graduating HS seniors don’t have a plan for

their future – we need more “pathways”

40 Data Summary

56% 53%

82%

43% 59%

7% 10%

9%

23%

27% 2% 6%

7%

4%

4% 35% 30%

2%

29% 10%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

Post Graduation Plans

Misc.

Job, Military, Job Training

Tech College

4-Year College

SOURCES: Wisconsin Dept. of Public Instruction

Many of Madison’s graduating HS seniors don’t have a plan for

their future – we need more “pathways”

41 Data Summary

66%

38% 48%

63%

8%

10% 7%

5%

27%

51% 45% 29%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Asian African American

Hispanic/Latino White

Post Graduation Plans for MMSD 2011/12 HS Graduates

% Misc.

Job, Military, or Job Training

% Voc/Tech College

% 4-Year College

Madison’s young people of color are particularly likely to

graduate from high school without a plan for their future

42 Data Summary

ASSETS & OPPORTUNITIES

1. Madison is an “Economic Engine” for Wisconsin – driving the state forward in job growth, business growth, and innovation

2. Madison’s economy is becoming more private-sector driven – most new jobs are in small businesses

3. We can do more to tap the UW as a driver of economic growth

4. Our high-growth sectors and future opportunities will come from intersections of biotechnology, information technology, food systems, and healthcare

5. Madison’s economy is changing rapidly

CONCERNS & CHALLENGES

1. We need a more diverse and growing tax base with development throughout the city

2. We need to monitor and support perimeter neighborhoods

3. The region’s economy has become very reliant of EPIC for net new jobs growth

4. For our long term local economy to succeed, more of Madison’s young people of color need to find pathways into the workforce

5. Madison needs to address racial disparities in income and opportunity

10 TAKEAWAYS FROM THE DATA