St. Croix’s economic development guy remains a fast talker but feels slightly older with another birthday on the calendar. Many changes have been witnessed in a long career that predates laptops, personal computers, fax machines, cell phones, but not electricity. A denial was made about knowing Abraham Lincoln, even though Abe was rumored to have a nasty jump hook on the basketball court.

In the field of economic development there have been numerous changes, too. Back in the day, every community promoted a high quality of life (QOL) including the best fire department, school system, and main street entertainment district.

Alas, QOL yielded to a more modern term, Livability. And Livability spawned the Livability Index (LI), as launched by American Association of Retired Persons (AARP). The wealth and buying power of retirees continues to increase, causing AARP to be right in the middle of a new trend. LI may prove to be a useful resource for ‘seasoned citizens’ buying a second or third home in new areas, ideally where modern conveniences are abundant.

AARP launched its online and user friendly tool for individuals seeking a LI score by address, zip code, or community. The output is an overall livability score for a desired area. AARP says its LI is the first tool of its kind to measure livability broadly at the neighborhood level for the entire country, and it is intended to inform and encourage people to take action to make their communities more livable. AARP uses seven livability categories, including housing (affordability and access), neighborhood (access to life, work, and play), transportation (safe and convenient options), environment (clean air and water), health (prevention, access, and quality), engagement (civic and social engagement), and opportunity (inclusion and possibilities).

OK, OK. How did St. Croix Valley communities score? Have some fun and search favorite communities or zip codes at https://livabilityindex.aarp.org/ as the economic development guy wishes to remain somewhat neutral. In broader areas however, St. Croix County, Wisconsin scored a 55 out of 100, but directly across the river, Washington County, Minnesota earned a 60. Madison, Wisconsin had a nice round 66, but coveted Edina in Minnesota got a 60. Austin, Minnesota (home of Hormel) is scored at 54 and Austin, Texas (home of Hippies, Pickers, Slackers, and Geeks) is at 57. Web users could have fun with this tool.

Upon further thought, the economic development guy likes the science behind AARP’s system. Subjective quality of life promotions may have fallen by the wayside now that young families, working adults, and retirees can analyze communities and neighborhoods themselves. So can Hormel’ers and Hippies.

Ethel is not a common name, even though St. Croix’s fast-talking economic development guy claims it was his maternal grandmother’s name and the middle name of one of his sisters. Internet sources say Ethel is Old English, meaning noble and strength, or noble maiden, old counsel, or sage.

Armed with that bit of information, the e.d. guy was surprised to hear from a business associate after a few years of radio silence. Through retirement, the colleague settled into a variety of new interests, including treasurer of the UW-River Falls branch of the American Association of University Women (AAUW). AAUW has the admirable mission of advancing equity for women and girls through advocacy, education, philanthropy, and research. Now that’s noble and strong.

The colleague did not expect the fast-talker to know Mrs. Ethel Louise Johnson, who passed away a couple of years ago at the age of 96. The story of Ethel unfolded. Raised in rural Wisconsin, she was committed to education throughout her entire life. By train, Ethel came to the River Falls Normal School, now UW-River Falls, with a reported ten cents in her possession. Ethel located housing where she could work in exchange for room and board. She earned a paid tuition as class Salutatorian and received her Associate Teaching Degree in 1942. Her first teaching job was at a one room school in Woodville, Wisconsin. Ethel continued her education and received her Bachelor of Science in Education, followed by a Masters in Reading Education – both from UW-River Falls. After marriage and three children, Ethel retired from a 43-year teaching career at the end of the 1991-92 school year. She was in her early 70s.

The last 33-years of Ethel’s teaching tenure were spent in the Hudson, Wisconsin school district. She developed many parts of the reading program in Hudson. It was a love of reading that the River Falls AAUW branch and friends of Ethel established a fund to honor her memory. Called the Ethel Johnson Literacy Grant, funding is available for projects to enhance the reading skills of St. Croix and Pierce County residents.

There is some urgency with the 2019 grant cycle. Applications are accepted September 15-October 25. A panel of AAUW members will review them, and awards are made by November 10th, based on merit of objectives and population served. Grants are capped at maximum of $400 and prospective applicants can learn more at https://riverfalls-wi.aauw.net .

Daughter-in-law Jean Johnson oversees the fund. She said, “Helping others was a priority for Ethel. Offering this grant through AAUW-River Falls is a fitting way to honor her memory.”

Forward-thinking employers in the St. Croix Valley continue to seek top level talent. This includes hiring associates with good reading, math, and soft (people) skills. Ethel Louise Johnson likely did not envision a connection between her love of education and reading with the technical aspects of advanced manufacturing. Thanks to her wisdom and friends at AAUW, Ethel Johnson and her namesake literacy program make big impacts to St. Croix’s economic future. Ethel Johnson was one strong, noble lady.

Dads and sons usually have matter-of-fact relationships. If the kid gets tackled too hard, a dad may suggest shaking it off before the lad returns to the huddle. It’s matter-of-fact, and sometimes it’s just the facts.

Moms take a different approach in dealing with their sons, perhaps a combo platter of caring, sweetness, and then the tough love.

The conversation below, between a young father and his young son, could have occurred along a main street, or at an ice cream shop, or backyard as a ball was being tossed back and forth. It’s entitled, The Talk, and went something like this:

“So you see son, good manners are important. Should I go through it again?”

“Yes.”

“Yes, please.”

“Yes, please.”

“Exactly.”

Rapid fire from Dad, “Always say please, thank-you, you’re welcome, excuse me, sit-up straight, hold doors open for ladies, if a door is closed, knock first, don’t burp, don’t swear, don’t stare, don’t use bad language, don’t talk with your mouth full, keep your elbows off the table, don’t interrupt, cover your mouth when you cough or sneeze, on the bus give up your seat to anybody who has trouble standing, . . . bottom line, treat others the way you want to be treated.”

“Got it?”

“Got it.”

“Good.”

“Good talk, son.”

Of course during The Talk on manners, the kiddo has a nose issue that’s resolved the old fashioned way using an index finger.

As a footnote, the conversation was borrowed from the Ad Council’s public service message on children’s oral health. Their message: good parenting is hard to do in two minutes, but brushing twice a day is easier.

If there’s an occasion to have The Talk with a son, the script is written. Add ‘brush your teeth twice a day’ for a more comprehensive list.

In hopes the St. Croix Valley is ranked among the Most Polite in the World, here’s to young men with exceptional manners because of The Talk.

The National Retail Federation (NRF) is the world’s largest retail trade association. NRF’s 2019 survey of back-to-school shopping was released on July 15th and includes some eye-opening figures. A billion dollars doesn’t go as far as it used to, but NRF forecasts total spending on school supplies at $80.7 billion. That’s enough to put a serious dent in mom’s handbag or dad’s money clip.

NRF knows a thing or two about the retail sector. Their 30-second elevator pitch says retail is the nation’s largest private sector employer, which contributes $2.6 trillion to the annual gross domestic product and supports one in four U.S. jobs – 42 million working Americans. All big numbers. Just remember to keep the M’s, B’s, and T’s straight (millions, billions, and trillions).

NRF breaks its back-to-school shopping into two segments – K-12 and college-bound. Families with kiddos in elementary school through high school will spend a forecasted $696.70 on school supplies. Let’s round it up to $700 to include the bottle of ibuprofen or antacids. Total K-12 spending is estimated at $26.2 billion and that’s down from 2018’s $27.5 billion because fewer surveyed families say they have children in elementary or high schools.

At $239.82, clothing and accessories are the top expense for K-12 shoppers, followed by electronics ($203.44), shoes ($135.96) and supplies ($117.49). The basics like notebooks, pencils, and backpacks, etc., are included in the supplies category. This means some K-12 families are in for a little over $100 if clothing, shoes, and electronics are carryover items from the previous school year. Oh what a dreamer!

Families with college students will likely spend an average of $976.78, a bit higher than 2018’s spending of $942.17, and higher than the previous record spending of $969.88 in 2017. Total spending for college supplies in 2019 is estimated at $54.5 billion and that’s down from 2018’s record $55.3 billion. The theme of fewer young adults in college continues with the surveyed families.

College-bound shopping includes $234.69 for electronics, $148.54 for clothing and accessories, $120.19 for dorm or apartment furnishings, and $98.72 for food. A couple of observations – what’s wrong with last year’s wall posters for the furnishings, and, students should plan on slipping an apple from the campus dining services into a backpack if they need food for their dorm room. Repeat: Oh what a dreamer!

There is a silver lining in mom’s handbag or dad’s money clip. NRF says teens expect to spend an average $36.71 of their money on back-to-school shopping and pre-teens will part with $26.40. This means the younger generation is involved in making buying decisions instead of leaving it up to moms, dads or grandparents.

NRF’s survey from mid-July indicated almost 90 percent of K-12 and college-bound shoppers still had half or more of their purchases left to complete. Forty-nine percent were waiting for the best deals. This may be akin to the lonely shopper in a mall on Christmas Eve as the stores are going dark. Don’t wait too long, consumers.

Whether this year’s shopping is done online or at a big box retailer, keep some of the shopping local, including on main street. Back-to-school spending is huge, almost like another holiday but without a tree or the wrapping paper. Handbag, money clip, or credit card . . . let’s get out there.