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SDSU Extension presents First Impressions 'secret shopper' findings for Brookings
Summary
Presenters from SDSU Extension summarized a volunteer "First Impressions" assessment of Brookings, noting strong online presence, a highly attractive downtown and parks, and opportunities around housing supply, public-transport visibility and youth-oriented cultural offerings.
Emily Clune and Kelly Cole of the SDSU Extension Community Vitality Program reported to the Brookings City Council on a First Impressions “secret shopper” exchange with Aberdeen, summarizing volunteers’ observations about Brookings’ online presence, downtown and visitor experience.
The visitors—10 formally registered volunteers and others who accompanied them for a total of 18 participants—completed pre-visit web searches, a five-minute drive-through impression, and longer in-person visits in July–August. Clune said the compiled report took about 412 volunteer and staff hours to produce and that visitors spent between $45 and $788 during their trips, with an average per-visitor expense of $358.76 and a reported total impact of $3,587.58.
The report’s purpose, Clune said, is “to answer how a visitor views my town” and to surface strengths and opportunities that communities can use in planning and promotion.
Visitors’ strongest positive impressions were Brookings’ visual appeal, downtown character and friendliness. The report repeatedly cited abundant flowers and landscaping, walkable and navigable downtown streets, visible reinvestment in historic neighborhoods, and family-oriented attractions such as the Children’s Museum, McCrory Gardens and Dakota Nature Park. Clune told councilors that visitors found the town “very clean” and “welcoming,” and that downtown boutiques, coffee shops and outdoor events were commonly remembered.
On the web-presence pre-visit step, visitors praised a cohesive online presence across city, Visit Brookings, and chamber web pages, saying event calendars and maps were well linked and frequently updated. Presenters noted a minor challenge: some volunteers struggled to find detailed parking information online even though parking appeared abundant during the summer visits.
Report authors also flagged several opportunities. Housing availability and affordability were noted as a constraint, with limited entry-level stock and rental availability that could deter recent graduates and entry-level households. Outside downtown, visitors observed car-dependence and limited visible public-transport information; presenters said that some existing options (for example, ride services or paratransit) appeared to be underreported to visitors. Reviewers recommended expanding youth-oriented cultural programming beyond collegiate events to attract people in late teens through their twenties.
Presenters offered next steps rather than formal recommendations: staff encouraged the council and community partners to convene strategic planning or goal-setting sessions, and said the SDSU Extension team could return with a longer presentation or assist with marketing and strategic-planning programs if desired.
Council members and staff praised the report as a useful, unbiased snapshot for planning and promotion. A council member suggested using the longer packet material or a web link for public access; Extension staff said the pilot report has not yet been posted to their website but that the council may use and post the materials now that the study has been handed back to the city.
No formal council action or vote was taken on the First Impressions report during the meeting.
