ARUNDEL — In order to get the most out of a particular brand, sometimes you need a third party’s input.

That’s the idea behind a recent study issued by The Chesapeake Group, a marketing and research firm hired by the Town of Arundel to identify the town’s strengths and weaknesses. On recommendation from the Economic Development Committee, TCG was hired by the town last year to conduct research into the business and economic opportunities that are available in the area, and to provide recommendations on how best to take advantage of them.

The final report, which was issued this week, provides an assessment of some of the areas that may be hindering the town’s ability to expand upon its business and tax base. It also identifies assets that may be exploited in striving toward that goal.

In TCG’s introduction, it states that the document “represents a composite derived from a citizen input process that included a survey of more than 300 resident households, interviews with numerous residents and business interests, small focus group sessions,” and analysis of professionals at TCG.

Some of the assessments are sobering.

In identifying the town’s weaknesses, the group cites a small population and tax base, as well as limited opportunities for tourism based in part on “geographic dispersal.” Arundel has no oceanfront, said TCG, and is dominated by surrounding communities that do; its aquifer is infiltrated with salt water; it has a perception of not being business-friendly; and is perceived as having little sense of community.

“Arundel is viewed as an ”˜area’ that people simply pass through,” reads the report. “Where it begins, who it is, and where it ends is not recognizable by the public.”

Yet, the report also highlights several of the community’s strengths, and recommends building on those assets in trying to expand its economic opportunities. Strengths, according to the report, include an educated population; relative affluence within the community; affordable land, housing and property values; low tax rates; and a rural character.

“The rural, non-urbanized and non-village character is a defining factor for Arundel,” according to TCG. “This character makes the community different from the surrounding communities. In the opinion of existing businesses and residents alike, quality of life at present is linked to this character. Numerous studies have defined quality of life as a key factor in business location decisions.”

On Wednesday, Town Manager Todd Shea said that the group’s assessments, both negative and positive, were welcome, as the idea was “to take somebody in with a set of fresh eyes.”

“We were definitely happy with the information that we received,” said Shea.

That’s not to say the town agrees with all of TCG’s recommendations, however. One suggestion the report makes is to expand upon Arundel’s agricultural heritage, citing dairy farms, horse ranches and the pending arrival of Kate’s Homemade Butter as opportunities to establish the town as an “agri-tourism and education mecca.”

But Shea said that agriculture is no longer a central facet to Arundel’s modern identity.

“We felt there was a lot of reliance on agriculture, which we know isn’t going to be the winning ticket for the town,” he said. “We don’t have a lot of prime agricultural land.”

In a letter sent to Selectmen Chairman Thomas Danylik on Jan. 23, Economic Development Committee Chairman Ira Camp echoed that sentiment.

“While the committee recognizes the fact that Arundel has historically been considered an agricultural community,” wrote Camp, “this activity has declined substantially in recent years. The Bureau of Labor Statistics shows a decline in Arundel agricultural employment from 54 in the year 2000 to 11 in 2010.”

Camp felt that the focus for the EDC should be on expanding Arundel’s tourism base, emulating the robust tourism industries in neighboring Kennebunk and Kennebunkport.

“While the committee recognizes that tourist activity is seasonal and also perhaps less stable than year-round businesses,” wrote Camp, “nevertheless, it is felt that developing the tourist trade could be a very strong opportunity for Arundel, given our proximity to these nearby established marketplaces. … The EDC feels that this potential may be Arundel’s strongest and most immediate opportunity, but was largely overlooked in the TCG report.”

Camp cites a portion of the report referring to Arundel’s aging population, and suggests that there may be further economic potential in the development of residential retirement establishments, as well as continuing care and medical research facilities.

The report, which was commissioned in January 2013, cost $25,000, said Shea.

In the coming months, the EDC will be hosting a series of public input meetings, to be held in conjunction with its regular meetings, in order to glean feedback from the community. Copies of the report, as well as Camp’s letter, are available for download at www.arundelmaine.org.

Ultimately, Shea said the goal is for the EDC to develop an economic development plan based on the report’s findings, which the town will subsequently incorporate into its overall comprehensive plan.

— Staff Writer Jeff Lagasse can be contacted at 282-1535, ext. 319 or [email protected].