3.3 New Residents
3.3.1 While Destination and Impulse Tourism are the most likely sources of input to the Dunsmuir
economy, the potential for increased revenue from relocation should not be ignored. While no one
wants to see Dunsmuir lose it’s small town charm and values, the long-term trends of job and
population loss are devastating and must be addressed.
3.2.2 Fortunately, “Moving to Dunsmuir” is a very easy concept to market. (provided the target
audience comes with a source of income).. The town is charming, the air and waters are pure,
crime is low, and the scenery is spectacular. Dunsmuir has everything to offer it’s resident but
gainful employment. For that reason, the demographics of potential Dunsmuir relocators breaks
into four sub-categories:
3.2.3 Telecommuters
Evolving technologies (and high gas prices) have created a new class of employees, who have good
jobs with companies large and small, but who do the vast majority of their work from a home
computer. Millions of these telecommuters are now living in California urban areas where their cost of
living is substantially higher, and their standard of living is considerably lower, than it would be if they
moved to Dunsmuir. By marketing Dunsmuir to people who already have gainful employment, we can
guarantee a flow of income from external sources into the Dunsmuir economy. Telecommuters who
move here will earn their income from the outside world, but spend their paychecks in Dunsmuir. That
makes telecommuters the most desirable of relocators in terms of Dunsmuir’s tax base and revenue.
Since telecommuters are, (by definition), approachable online, we can market via web sites, email,
and other relatively inexpensive digital media. 50 new telecommuters in the Dunsmuir area would
have a transformative positive effect on the Dunsmuir economy, and this part of the campaign to
market Dunsmuir should be given a high priority.
3.3.4 Small business owners
The empty storefronts on Dunsmuir Avenue represent a crisis for our small town, but they can be
made to represent opportunities for thousands of Americans who own (or dream of owning) a small
business. This demographic is easily reachable on entrepreneural and small business web sites as
well as by direct email contact. A strong commitment to market Dunsmuir tourism in the future will
provide another selling point for this group of relocators. The potential for tech business relocation,
bringing both jobs and revenue, should also be pursued.
.3.3.5 Retirees
While geographic isolation and lack of immediate medical facilities will necessarily limit Dunsmuir as
a retirement community, nonetheless our natural beauty, small town charm, and low housing costs
can prove very appealing to a particular iconoclastic set of retirees. Targeted marketing to fishing,
garden, railroad, bird-watching and other hobby communities can focus this appeal and direct it
toward the idea of Dunsmuir as a retirement destination. Retirees on living on pensions, savings
and social security represent yet another class of relocators who will bring more resources into the
community than they extract.
3.3.6 Vacation Homeowners
Inexpensive real estate combined with numerous tourist attractions make our Dunsmuir a prime
location for vacation and second homes. The overall value of this demographic is subject to
debate. Regular vacationers and part-time residents bring outside dollars into the town, but they
also consume city services without being tied to the local community. Decisions about pursuing this
group are a reasonable subject for local debate. In terms of marketing, it’s a relatively simple
demographic to approach via digital media.
3.3.7 Strange, interesting and wonderful people...like us. Ultimately, it is up to the community of
Dunsmuir to chose what sort of people we want to invite to join us. The relocation demographic is,
and should be, a matter for public discussion.