TOURISM TODAY

March/April 2001

New Web site, high-tech tools help Department reach more customers

The Wisconsin Department of Tourism recently unveiled WDT 2000, a technology initiative that will streamline the Department’s ability to promote, collect and distribute Wisconsin travel information through its Web site and other high-tech tools.

Unveiled at the Governor’s Conference on Tourism, the initiative will allow the Department to dynamically market all Wisconsin has to offer and meet the needs of the growing segment of travelers who plan vacations using the Internet.

"An estimated 60 million people made travel plans using the Internet in 2000," Secretary Moose Speros, Wisconsin Department of Tourism, said. "WDT 2000 is built with these and all our customers in mind by not only meeting, but surpassing their vacation-planning needs. We pride ourselves on providing quality customer service and want to ensure we are fulfilling that goal in every aspect."

A major focus of the initiative is a redesign of www.travelwisconsin.com - the Department’s Web site. The new site allows users to search more than 7,500 tourism activities, attractions, events and accommodations. Users can create a travel itinerary using a "shopping cart" functionality, order publications, sign up for e-mail newsletters, read weekly features and even send postcards to friends and family. The site design highlights Wisconsin as a year-round travel destination through colors and images that will change with the seasons.

"Travelwisconsin.com had 1.3 million visits* last year, a 25 percent increase over 1999," Speros said. "I am confident the enhanced features will bring even more people to the site."

Call center application

Another important feature of WDT 2000 is an Internet-based browser application for the Department’s call center.

Beginning April 1st people calling the Department’s toll-free number (1-800-432-TRIP) will be able to get complete travel counseling services from the operators - whether callers want a phone number or a complete travel plan and itinerary. Travel plans can be e-mailed or sent by U.S. mail to callers. Operators will also take U.S. mail orders for Wisconsin travel guides.

Extranet partnership

To ensure that the Department Web site and call center telephone operators have complete, accurate data on Wisconsin’s tourism properties, the Department has enlisted the help of Wisconsin convention and visitors bureaus, chambers of commerce and statewide tourism organizations.

These designated partners can make real-time updates to the product data through an online, "Extranet" application that accesses the Department’s database.

To see a list of the Extranet partner for your area, visit extranet.shtm

The Department encourages tourism businesses and organizations to search travelwisconsin.com to ensure local information is accurate. If you are not listed or want to update your information, please contact your area Extranet partner or the Department at 608/266-2161 or mailto:tourinfo@travelwisconsin.com

WDT 2000 allows the Department to employ more one-to-one marketing strategies by tying customers to their specific interests. It makes travelwisconsin.com more user-friendly, interactive and productive as well as making Wisconsin an easy choice for current and new customers to "Stay Just a Little Bit Longer," as the Department’s advertising theme suggests.

Destination Marketing Group, a marketing services company that provides technology, research and promotional solutions to the travel and tourism industry, helped the Department develop WDT 2000. Mark Net World of Milwaukee created the Web site design.

For more information on WDT 2000, visit wdt.shtm

*A visit (a.k.a. user session) equals all activity for one user of a Web site.

Briefly

State Portal: In the January-February issue of Tourism Today, we told you about a new State of Wisconsin Web site the Department helped to develop. At the time, we didn’t have the Web address. Now we do. The address is www.Wisconsin.gov. Check it out.

Welcome: Abbie Hill was named the new JEM Grant Coordinator in mid-February. Abbie transferred to this position from the Department’s Office of Customer Service where she had been working in the Madison WTIC since 1996. You can contact Abbie at 608/261-6272, or ahill@tourism.state.wi.us

Welcome: Scott Gletty-Syoen joined the Department January 29th as Technology Coordinator. Scott is handling the Department’s hardware and software needs. You can reach Scott at 608/266-5356 or sgletty-syoen@tourism.state.wi.us

Mark your calendar: National Tourism Week is just around the corner, May 6-12.

Travel shows incorporate research: The Department of Tourism will be represented at 18 travel shows in six states in 2001. To help determine the travel habits of show visitors, the Department conducted research at shows in January, February and March. Information including past Wisconsin visits, mailing and email addresses was gathered from booth visitors. All entrants were eligible to win a Tracker® boat and motor. The winner will be announced in May and all names will be tracked. For more information on this research project, contact Sue Hamilton, Marketing Research Specialist, at 608/266-6792 or shamilton@tourism.state.wi.us

Spring Sampler ready to go

The 2001 edition of the Spring Sampler is ready for distribution. The Sampler will be inserted in the April/May issues of 12 newspapers and magazines including Wisconsin Trails, Chicago Tribune Sunday Magazine, Midwest Living, Minnesota Monthly, Minneapolis/St. Paul Magazine, Madison Magazine Milwaukee Magazine and MSO Encore Magazine. The Sampler will also be distributed at spring athletic events sponsored by Chicago Amateur Athlete, Twin Cities Sports and Windy City Sports.

The Sampler features a variety of spring activities including golf, fishing, baseball, whitewater rafting and canoeing, flora and wildlife, hiking, biking, and events for a total of 79 destinations and events across Wisconsin. To ensure a diverse listing and statewide representation, 69 percent of the content is new entries.

Direct mail jump-starts spring

Customers who requested the Summer Event and Recreation Guide last year received a package in the mail with the new 2001 Spring Sampler and the 2001 Summer Event and Recreation Guide. The package and a personalized letter from Secretary Speros was mailed to 55,000 customers. When a similar program was implemented last winter, 98% of recipients responding to a survey said they liked receiving the guide without having to order it. This direct marketing approach is one of the strategies the Department is using to promote awareness of Wisconsin as an ideal spring and summer vacation destination.

Tourism Career Initiative Award

Twenty-six students participated in the Tourism Career Initiative Award (TCIA) program at the 2001 Governor’s Conference on Tourism.

"I am pleased to have doubled the number of students participating in the TCIA program this year," Moose Speros, Wisconsin Department of Tourism Secretary said. "I met with schools offering hospitality related curriculums to personally invite students to participate in this year’s conference, and the results are evident."

By attending the conference, students learned first-hand about Wisconsin’s hospitality industry and gained practical information on establishing a tourism career in Wisconsin.

Eighteen tourism industry partners provided financial support and spent time mentoring the students at the conference.

"Strong industry support is vital to our efforts to build a solid tourism industry workforce," Speros said.

The TCIA program was created in 1996 to encourage post secondary students to participate in the Governor’s Conference on Tourism. The program’s goal is to provide students the opportunity to network with some of the industry’s most respected professionals and gain insight into some of the issues facing the tourism industry.

Department testifies on labor shortage

At the invitation of the Legislative Council’s Special Committee on Labor Shortage, the Department of Tourism presented testimony on how the tourism industry is assisting with solving the workforce issue. Following are some of the ideas presented.

• Tourism business operators in several communities invited students from other nations to work in Wisconsin. Thousands of international workers are welcomed, housed and employed.

• The industry is looking to retired and older first-time labor pool entrants as a resource.

• The industry supports efforts to assist those moving from welfare programs into gainful employment.

• The industry is exploring ways to develop and coordinate its relationship with the Youth Apprenticeship Program, school to work programs, post high school degree programs, and programs offered through the industry trade associations.

Last spring, the Department of Tourism partnered with the Department of Workforce Development and other state groups to launch a new Internet site (www.WiJobs.com) with Wisconsin summer job postings. This serves as a supplement to Wisconsin’s Job Net.

Since 1996, the Department of Tourism has offered the Tourism Career Initiative Award to students studying in a tourism-related field. The award was created to increase student participation at the Department’s annual Governor’s Conference on Tourism.

Students attending the 2001 conference were able to visit a career booth with current job postings. This provided students direction on building a career, and those already employed by the industry the opportunity to find better positions.

As a follow-up to the testimony, the Department researched the tourism industry to find out what countries their international labor pool comes from and the challenges of this process. For a copy of that report, please contact Donna Beecher at the Department of Tourism at 608/266-7621 or dbeecher@tourism.state.wi.us

Conference sponsor thank you

On behalf of the 2001 Governor’s Conference on Tourism, we would like to thank Conference sponsors and Opening Reception partners. Their support and commitment to the conference has enabled us to continue providing a top-quality event.

Conference Sponsors

• PLATINUM Level: Ho-Chunk Nation
• GOLD Level: Lee Leisure & Travel, Madison Newspapers, the Journal Times and the La Crosse Crescent
• SILVER Level: Philip Morris and Potawatomi Bingo Casino
• BRONZE Level: Chicago Tribune, Destination Marketing Group, Discover Wisconsin, Fish & Schulkamp, Johnson Bank - Hayward, Journal Sentinel, Inc., Lake of the Torches Resort Casino, Marcus Hotels & Resorts, Midwest Express Airlines, Oneida Nation and Oneida Bingo & Casino, WI Innkeepers Assn. & WI Bed & Breakfast Assn., and the Wisconsin Sports Development Corporation

Opening Reception Partners

• RUBY Host: Greater Madison Convention & Visitors Bureau and Advertising, Boelter & Lincoln
• AMETHYST Host: WACVB, Trails Media Group, Spectacular Attractions/Murphy Brothers, Star Tribune Newspaper, Madison Area Innkeepers, and the Assn. of Wisconsin Wineries
• TOPAZ Host: The Madison Concourse Hotel

Governor’s Council on Tourism Member Highlight

Roger Breske

Born and raised in Elderon, Wisconsin, Senator Roger Breske knows the Wisconsin tourism product well. He owned and operated a restaurant and bar for 21 years, purchasing the establishment from his mother after 42 years in the business.

"From the time I could look over the bar, I helped my mom," Sen. Breske said. "I knew the ropes of the business and I liked serving customers."

Four-season tourism was very important to the success of the Senator’s business. The area’s lakes drew visitors to campgrounds and cottages throughout the summer and snowmobile enthusiasts in the winter.

First elected to the Wisconsin Senate through special election in 1990 and re-elected since 1992, Sen. Breske requested to serve on tourism committees. He was appointed to the Governor’s Council on Tourism in 1992.

"I didn’t realize how much was being done in this state to promote tourism until I was appointed to the Council," Sen. Breske said. "I don’t think the average citizen knows tourism’s return on investment and how it truly does affect every area in this state."

Sen. Breske sees his role on the Council as an important one and enjoys communicating with the Senate on tourism budget issues. He has a great deal of respect for his fellow Council members and their level of dedication.

"I am proud to serve on the Council with such a dedicated group of people," Sen. Breske said. "I think we’ve done an excellent job of putting our heads together to find new ways to promote tourism in Wisconsin."

Department to participate in UK sales mission

Wisconsin will be one of 10 Great Lakes states and Canadian provinces to participate in a spring sales mission to England set for March 25-29.

Hosted by the Great Lakes of North America (GLNA), the mission will visit Manchester and London in the UK. The mission will meet with nearly 150 travel agents, reservation and airline staff in a series of receptions, seminars and training sessions held over five days. Teams of mission representatives will also meet "desk-side" with tour operators in both Manchester and London.

Jim Bach, printing and publications manager, will represent the Department on the mission.

Customer service year in review

In 2000, more than 2.75 million visitors accessed customer services offered by the Department of Tourism in various ways.

• Over 1.3 million user sessions were recorded on travelwisconisn.com.

• 1.3 million travelers were served at travel information centers.

• 176,000 potential travelers called our inbound toll-free numbers.

• 6,600 customers requested travel assistance and information via e-mail.

• Almost 19,000 customers responded to the Department’s e-mail newsletters.

• 51,000 customers ordered publications from the Department’s Web site.

• 2.8 million publications were distributed.

Department developing new Ag-tourism brochure

There’s a new Ag-tourism brochure in the works. The Department has developed copy and a design treatment for a large, folded piece that promotes the full spectrum of Wisconsin’s Ag-tourism product.

Folded for a handy 5-1/2" X 8-1/2" delivery, the brochure unfolds to a dramatic 17" x 22" presentation that promotes farmer’s markets, fairs, roadside stands, Wisconsin crops and animals, cheese factories, breweries and wineries, farm tours and zoos, trout ponds, horseback rides and rustic roads. Readers are directed to the Wisconsin Department of Agriculture, 1-800/432-TRIP, travelwisconsin.com or more than a dozen Ag-related Web sites for additional information.