TOURISM TODAY

January/ February 2001

2001 WIGCOT fast approaching

This year’s Governor’s Conference on Tourism (WIGCOT), centers on the theme Capturing Our Share of the Market: The Challenge of Globalization.

The three-day conference, March 11-13, at the Monona Terrace Convention Center in Madison will provide tangible tools and new strategies that will help refocus marketing efforts. Technology has changed the way customers travel. This conference will help destinations prepare to present themselves in a new fashion designed to meet the evolving business climate. Breakout sessions will be concentrated within four different tracks:

• Information Technology: advanced Web design, e-marketing and developing an enterprise database
• Customer Service: workforce issues, developing customer service online and developing a customer service program
• Sales & Marketing: online sales process, developing an integrated marketing plan and qualifying your customer
• Small Business/Destination: public relations and marketing solutions for small businesses, Internet development and Department of Tourism programs available to help businesses with promotion

In addition, the Executive Program is designed for CEO’s and those professionals that have significant input into the strategic direction of their organization. The program aims to create a synergy among some of our state’s brightest tourism executives for the exchange of ideas that will benefit their organizations and enhance the future direction of our state’s tourism.

Watch for the debut of online WIGCOT registration the week of December 24 at www.wigcot.org. Online registration will be straightforward and easy to follow with a format similar to the printed form. Registration forms will be mailed in the end of December.

For further information on the 2001 Governor’s Conference on Tourism and the conference sponsor program, please call Dawn Aspenson, Conference Manager at 608/266-3978 or email at daspenson@tourism.state.wi.us. Up-to-date information is also available at www.wigcot.org.

List jobs at Information Marketplace Career Booth

Get a jump on next year’s hires. The Department of Tourism will post job opportunities at a career booth at the WIGCOT Information Marketplace. This is an excellent opportunity to fill entry-level, management, supervisory, or executive-level positions available within your organization.

The Information Marketplace Career Booth gives attendees insight on job openings within Wisconsin and provides college-level students direction on building a career.

For an application form or more information about the Marketplace Career Booth, please contact Jackie Hepler at 608/266-2147 or jhepler@tourism.state.wi.us.

Tourism Career Initiative Award

The Tourism Career Initiative Award (TCIA) was created in 1996 to encourage college-level students to participate in the Governor’s Conference on Tourism.

The program provides students with a glimpse of some of the career opportunities in the tourism industry and provides a chance to meet some of our industry’s most respected professionals.

To help facilitate that learning process, the Mentor a Student program partners industry leaders and TCIA participants. The program grants mentors the opportunity to help shape student’s perceptions of Wisconsin’s hospitality industry and provides sponsorship funds that make conference attendance possible for many students.

Wisconsin tourism industry professionals are encouraged to become a TCIA mentor. Sponsoring a student is $150. For additional information about the TCIA program and becoming a mentor, contact Dawn Aspenson at 608/266-3978 or daspenson@tourism.state.wi.us, or Jackie Hepler at 608/266-2147 or jhepler@tourism.state.wi.us.

Briefly

Agencies team up to send snowmobile safety message: The Department of Tourism and the Department of Natural Resources have teamed to help send a snowmobile safety message to enthusiasts across the state. The two agencies partnered on a Public Service Announcement (PSA) and a poster that promotes safe snowmobiling. The poster, which will be displayed in venues snowmobilers frequent, reminds snowmobile enthusiasts to Be Your Own Designated Driver and to Ride Responsibly. Thanks to the Association of Wisconsin Snowmobile Clubs for their help distributing the posters.

Historic Preservation Week set: The history and preservation communities will be celebrating Wisconsin Historic Preservation Week May 12 - 20, 2001. The 2001 theme is "Preserving Wisconsin’s Historic Theaters." For information call the Division of Historic Preservation, State Historical Society at 608/264-6500.

MOA WTIC hires manager: Kathy Chillstrom, a Minocqua native, has been named manager of the Wisconsin Travel Information Center (WTIC) at the Mall of America (MOA). Kathy worked in the hospitality industry during college. After graduating, she spent three years teaching in Medford. She is excited to bring her experience to the MOA WTIC. Call 952/814-9818 for information on MOA WTIC promotional opportunities.

WBBA Spring Membership Meeting - March 14, 2001: The Wisconsin Bed and Breakfast Association (WBBA) will hold its Association Membership Business Meeting on Wednesday, March 14, following the Governor’s Conference on Tourism. The WBBA meeting will be held from 7:30am to 2:30pm at the Concourse Hotel in Madison and will include a business meeting and a roundtable discussion on innkeeper issues.

WBBA members will receive conference registration information through the mail by the end of January. For more information, contact WBBA at 715/539-9222 or at www.wbba.org.

Online photo contest underway: Travelers and photo enthusiasts can win a Wisconsin getaway through "Wisconsin Memories," an online winter promotion. The Department and Lifesketch.com, a multimedia software package used to create online photo albums, are offering the contest through February 4, 2001.

Participants can log onto travelwisconsin.com, sign up free through the "Wisconsin Memories" link, scan Wisconsin vacation photos and create a Wisconsin Memories photo album. Participants are eligible for weekly random drawings and a grand prize getaway to Waupaca and an Olympus digital camera. See travelwisconsin.com for details.

Film Office director retires: After 35 years of state service, Stan Solheim, Wisconsin Film Office director, is retiring.

Stan started his career with the Department of Resource Development working on the State’s first Outdoor Recreation Plan. His tenure includes various positions within multiple state agencies that allowed him to polish his skills and knowledge of the film industry. Stan was named Wisconsin Film Office director with the Wisconsin Department of Tourism in 1993. He has been instrumental in bringing the production of numerous feature films to the state and in developing the Great Wisconsin Tailgate and the initial Great Wisconsin Film Fest.

Stan plans to spend time maintaining and improving his country farmette, hunting, fishing, and gardening. He plans to travel and will continue to serve on his local Town Board.

WTIC-MOA Programs

The Showcase Program at the Mall of America (MOA) Wisconsin Travel Information Center (WTIC) is receiving rave reviews from customers, tourism industry partners and Wisconsin businesses.

The Showcase Program provides front window display space for state destinations, products, and activities. More than 30,000 customers have visited the WTIC-MOA since July and the window has been seen by thousands of additional passersby.

The Exhibit Program, which offers space inside the WTIC, is designed to complement the Showcase Program. Related promotions and integration of the two programs provide optimal impact. For example, when Trek Bicycle Corp. was in the Showcase window they gave away a bike and the Elroy-Sparta State Bike Trail cross-promoted through the Exhibit Program.

Other past showcase participants include KEEY-FM out of Minneapolis, Amtrak, the Wisconsin Cranberry Growers Assoc., the Wisconsin Bed & Breakfast Assoc. and the Wisconsin Milk Marketing Board.

A Polaris snowmobile is on display through January and the Wausau Central Wisconsin CVB is slated for February.

For more information or to reserve space, contact your area consultant or Beth Salzwedel at 608/266-1513.

TV ads, campaign win awards

Two Department television ads recently received Ruby Awards from the Ohio Travel Association, and the Department’s Wisconsin State Parks Centennial publicity campaign was recognized at the Wisconsin Association of Convention and Visitor Bureaus (WACVB) Trailblazers awards.

The Department received Ohio Travel Association Ruby Awards in the Television category for the "Stay: Families" spot and a Citation of Excellence for the "Stay: 60-second" spot.

The Wisconsin State Parks Centennial publicity campaign won top honors in the Outstanding Earned Media/Large Client category at WACVB’s annual Trailblazer Awards.

The ads and campaign were developed and executed by the Department’s staff and agency, Advertising, Boelter & Lincoln.

Department enhances multi-cultural offerings

The Department’s new African American travel guide debuted in November. Titled So Close to You, So Much to Do, the new publication significantly enhances the Department’s multi-cultural marketing effort.

The Guide promotes Wisconsin’s mainstream tourism offerings - destinations and activities. A series of five sidebars highlight subjects of historic interest to African Americans. The new Guide includes sections on Milwaukee, Madison, Southeast Wisconsin, Wisconsin Dells, Central Wisconsin, Green Bay, Door County, Southwest Wisconsin, the Mississippi River, and the Northwoods. Activity sections include Parks and Camping, Golfing, Fishing, Biking, Festivals, Uniquely Wisconsin, and Winter Activities.

Initially, 50,000 copies of the new 24-page Guide were printed. For a free copy, call 800/432-8747.

Speros represents tourism industry at economic summit

More than 800 people gathered to discuss Wisconsin in the "New Economy" at the Wisconsin Economic Summit in November.

Hosted by the UW System and the UW Board of Regents the Summit partnered a variety of government, education and business leaders from across Wisconsin. It was an effective forum that allowed Sec. Speros to discuss tourism and its influence on the future of the state’s economy.

Sec. Speros, a member of the Summit steering committee, presented at a session that discussed the development of a Wisconsin brand and the strides the tourism industry has made in branding Wisconsin as a leading tourism destination.

"The Department of Tourism’s marketing strategies create a brand image of Wisconsin, connect visitors emotionally to Wisconsin, and acquire brand loyalty to the state as a travel destination," Sec. Speros said in his remarks. "We have been marketing Wisconsin as a brand for five years, a period during which traveler expenditures have increased 51 percent."

While much of the session’s focus discussed the future of branding Wisconsin relative to business, technology and industry, Speros reminded the audience that Wisconsin already has a very well-received brand as evidenced by the economic impact tourism has on the Wisconsin economy.

"Even though tourism is one of the top three industries in the state, it still does not receive the recognition it deserves as a powerful driver of this state’s economy," Sec. Speros said. "We need to change that perception and see that tourism’s contributions are realized."

Dr. Charlie Metelka, professor of hospitality and tourism at UW Stout and a member of the Governor’s Council on Tourism, also participated in the Summit. Dr. Metelka provided his expertise in a white paper he authored titled "The Tourism Sector: Workforce Needs of the Future."

Plans are underway for next year’s Economic Summit.

Governor’s Council on Tourism Member Highlight
Pete Chapman

I love tourism - always have and always will," Pete Chapman said. The quote summarizes the way Pete feels about his 25-year career in the Wisconsin tourism industry.

Pete served as the first executive director at the La Crosse Convention and Visitors Bureau (CVB) in 1975. Three years later, he accepted a position to oversee the Oshkosh CVB.

During his tenure, top agenda items included securing a long-term convention commitment from the Experimental Aircraft Association (EAA) and moving the organization’s headquarters and museum to Oshkosh.

These projects resulted in four years of dual employment at both the CVB and EAA. In 1983, Pete transferred full-time to EAA where he has been ever since. Today Pete serves as the Vice President of Convention and Community Relations.

Pete is one of two current members originally appointed to the Governor’s Council on Tourism in 1987 and presently serves on the Council’s JEM committee.

"I enjoy working with fellow Council members because they have a genuine interest in tourism and this state," Chapman said. "We are one of the leading destinations in the Midwest. It took hard work from a number of people who believed in Wisconsin tourism and invested their time, efforts and money to realize what is in place today."

Pete also serves on numerous tourism-related boards, including the Association of Wisconsin Tourist Attractions and the Wisconsin Festivals and Events Association. He was a charter member of the Wisconsin Association of Convention and Visitor Bureaus and Circle Wisconsin.

"For the future of Wisconsin tourism, it can only go up," Chapman said. "You can’t find a better quality of life anywhere."

travelwisconsin.com use continues to grow

The Department’s Web site, travelwisconsin.com, continues to grow as the medium of choice for customers seeking Wisconsin travel information. The site had 1.2 million visits (or user sessions) in 2000, up nearly 25 percent over 1999.

Most users were from the United States (98%) and visited the site on weekdays. Some of the most popular areas of travelwisconsin.com were activities and attractions, events, lodging and calendar of events. During the fall, the Fall Color Report was a top area to visit.

Online publication ordering also continues to grow in popularity. The Department averaged more that 4,500 online publication orders per month in 2000, more than double the 1999 monthly orders.

The Department looks forward to travelwisconsin.com growing in popularity, especially when the revamped site goes online in March.

New State Web site to benefit tourism

Gov. Thompson will be unveiling a new State of Wisconsin Web site that will help Wisconsin citizens and visitors quickly and easily find state facts, including tourism information.

The Department of Tourism has been very active with the project, working on the branding and marketing of the site as well as some of the pertinent content areas. The Department is coordinating efforts with the project organizers to ensure the Web site’s "look and feel" is consistent with the Department’s brand image of Wisconsin, and that the site utilizes the Department’s new tourism database.

While the first phase of the state Web site project will be online in January, the initiative will continue throughout 2001 and beyond. The Department will continue to be involved as this important initiative continues.

Technology Initiative progresses

The Department continues to work fast and furious on the WDT 2000 initiative. The initiative entails a new database, call center system, Web site and Extranet applications that will allow us to more effectively market Wisconsin tourism through technology.

WDT 2000 will be completed in March 2001 and unveiled at the Governor’s Conference on Tourism. For more information on the WDT 2000 initiative, visit wdt.shtm or contact your area tourism consultant.