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Walworth County Sunday Sunday, November 30, 2008 3B
TOM OM BUTENHOFF UTENHOFF
TAKING CARE OF
BUSINESS
Spending on gift
cards expected
to drop this year
A recent survey from the National Retail
Federation indicated that holiday spending will
be lower, with consumers tightening belts in a
difficult economy.
The sixth annual gift-card survey, conducted
by BIGresearch, found that spending on such
cards, which has been growing rapidly, is
expected to fall by nearly 6 percent this year —
from $26.3 billion last year to $24.9 billion this
year.
Fewer people plan to purchase gift cards this
year, the survey reports. Last year, 56.6 percent
of all shoppers purchased at least one gift card.
This year, 53.5 percent of shoppers are projected
to buy a gift card. The survey also found that
gift-card shoppers will be spending less. Last
year, the average spent on cards was $156.24.
This year, it is expected to drop to $147.33.
“Some price-conscious shoppers will be passing
up gift cards in favor of holiday bargains,”
said Tracy Mullin, president and CEO of the
federation.
The survey found that gift cards are particularly
popular among men, who will spend an
average of $156.98 on the cards they buy.
A breakdown by age finds that Americans
Though gift card
spending is
expected to
decrease, more
people than ever will
be asking for them ...
over age 45 are tops
among gift-card
spenders. They’ll
spend an average
$168.02 on such
gifts.
The survey found
that 22.7 percent of
shoppers plan to
buy fewer gift cards
this holiday season
because they believe the cards are impersonal.
Another 10.9 percent said they would rather
stretch their dollar by buying merchandise on
sale, and 9.8 percent said they’ll cut back on
cards because they do not want to buy something
with an expiration date.
Other shoppers, some 7.7 percent surveyed,
say they simply do not know which gift card a
person would want. And as times get tougher,
3.1 percent said they’re cutting back on card
purchases for fear that retailers will go out of
business before recipients can use the cards.
Though gift-card spending is expected to
decrease, more people than ever will be asking
for them this holiday season. According to the
federation’s first holiday-spending survey,
released last month, 54.9 percent of consumers
would like to receive a gift card this holiday
season, up slightly from 53.8 percent last year.
Gift cards, in fact, are expected to be the mostrequested
gift this year, followed by books, CDs,
DVDs, videos and video games.
Phil Rist, vice president of strategy for
BIGresearch, said, “Most consumers have been
holding back on spending for themselves all
year long, and would love nothing more than
receiving a gift card that would let them buy
whatever they want. Being able to walk
through a store and select their own present
would be a gift in and of itself for many
Americans.”
The survey, which polled 8,758 consumers,
was conducted Nov. 5 to Nov. 11, and was
designed to gauge consumer behavior and shopping
trends related to the holidays. The federation
is the world’s largest retail trade association
and represents more than 1.6 million U.S.
establishments that employ more than 24 million
people, or about one in five American workers.
The opinions above are those of Tom Butenhoff
and not necessarily of this paper or Stifel Nicolaus.
Write to him in care of Stifel Nicolaus, 330 E.
Kilbourn Ave., Suite 250, Milwaukee, WI 53202.
Gateway Technical College plans $450,000
renovation project at Elkhorn campus
Changes will update
technology, add space
for medical programs
BY MATT DOLBEY
STAFF WRITER
ELKHORN — In response to the
growing number of health care facilities
located in and around Walworth
County, Gateway Technical College is
moving forward with plans to help
more local residents enter the medical
field.
The GTC Board of Trustees at its
Nov. 20 meeting approved a $450,000
plan to renovate 6,600 square feet of
the north building on its Elkhorn campus.
The project will upgrade lab
areas and classrooms for GTC’s medical
assistant, nursing assistant and
community pharmacy-technician programs.
The programs have outgrown
the current facility.
“Looking at Walworth County, these
programs will be very attractive to
employers in the district,” GTC Board
of Trustees Vice President Fred
Burkhardt said during a Nov. 21 news
conference.
When completed, the remodeled
facility will have the ability to handle
at least 250 students per year across
the three programs. It also will double
the number of potential pharmacy
technician graduates to 16 and
increase capacity for the future classes
in the other affected programs.
The project also will bring muchneeded
technology upgrades, including
modern hospital beds, a computerized
patient simulator and blood-taking
labs, among others.
Nursing instructor Helen Holder
said students and staff have been
using some of the same devices since
she first arrived at Gateway in 1991.
“The use of technology is so important,”
Holder said.
The renovation will add examination
rooms that simulate a clinic experience,
as well as a medical-assistant
lab and a pharmacy-technician lab to
replicate real-world situations.
While the project will not add
square footage, it will more efficiently
use the existing space by replacing a
long, wide hallway with a classroom,
office and storage space.
“The traffic flow will be better,” said
GTC Health Occupations Dean Mike
O’Donnell said.
In addition, instructors’ offices,
which now are located on the other
side of the building, will be closer to
MATT DOLBEY/STAFF
Gateway Technical College Board of Trustees Vice President Fred Burkhardt explains
plans for a $450,000 renovation project at GTC’s Elkhorn campus during a Nov. 21
news conference.
the instruction areas and labs, which
O’Donnell said will increase students’
access to teachers.
GTC officials say students also will
benefit from the updated labs. The
current lab has room for just four hospital
beds, which O’Donnell said
should accommodate eight students.
However, larger groups often are
forced to crowd around the beds during
classes. After it is remodeled, the
lab will have 10 beds, as well as a
DVD player at each station that will
allow students to watch instructional
videos.
“Adding beds will enhance the student
experience,” O’Donnell said.
Nursing instructor Jo Hart said she
now teaches 20 students when there
only is room for eight.
“We’ve grown so much,” Hart said.
Holder agreed.
“We’ve outgrown our old house,” she
said.
O’Donnell said the remodeled wing
will include lockable areas for teachers
to store microscopes and other expensive
equipment. The current facility
has little storage space, causing
instructors to use rolling carts and
countertops, which leaves the equipment
vulnerable to theft or damage.
The project will be paid for by the
college’s general fund. Burkhardt said
the cost will not increase the levy for
county taxpayers. Before work can
begin, it must receive final approval
from the Wisconsin Technical College
System board of directors. The board
will next meet Jan. 26 in Madison.
Burkhardt, who also serves as executive
vice president of the Walworth
County Economic Development
Alliance, focused on the job growth
opportunities that an expanded health
wing could create.
“These are jobs that have immediate,
real-time need,” Burkhardt said,
adding that health care is one of
Walworth County’s largest industries.
“This is an opportunity to train and
retain the talent.”
GTC UPGRADES
The Gateway Technical College Board of
Trustees recently approved a $450,000
remodeling project at its Elkhorn campus.
Here are some details:
■ The project will refurbish 6,600 square
feet area of the campus’ north building.
■ The project will add classrooms, as well
as office and storage space for three of
Gateway’s medical programs.
■ The estimated cost is $450,000, which
will be paid for out of GTC’s general fund
and will not increase the tax levy.
■ Pending approval by the Wisconsin
Technical College System board, construction
is slated to begin in May at the conclusion
of the spring semester; the project is
expected to be completed in time for the
fall semester.