TOURISM TODAY

May/June 2001

Traveler expenditures up 9.8%

Travelers spent an estimated $9.9 billion in Wisconsin during 2000. This figure represents a 9.8 percent increase in tourism’s contribution to the state’s economy over 1999, and a 50 percent increase in the past five years.

Traveler dollars generated $5.6 billion in resident income, a 10.7% increase, and supported 282,960 jobs, a 9.6% increase.

In addition, traveler expenditures generated $1.54 million in taxes and other revenues for state and local governments. This marks a 7.7% increase over 1999.

Without tourism expenditures in 2000, state and local taxes would have increased $756 per household to maintain government services at current levels.

"Wisconsin tourism continues to solidify its position as one of the state’s top economic contributors," Gov. Scott McCallum said. "The efforts of tourism businesses and organizations across Wisconsin continue to pay off, driving billions of dollars into local and state coffers and contributing to our overall quality of life."

Traveler expenditures increased in all four seasons, confirming the state’s appeal as a year-round travel destination.

Winter/Spring (Dec-Apr) expenditures increased 9.3 percent totaling $2.9 billion.

Summer (May-Aug) expenditures increased 10.1 percent to $4.8 billion.

Fall (Sept-Nov) expenditures increased 9.8 percent to $2.3 billion.

"2000 proved to be a banner year for Wisconsin tourism," Sec. Moose Speros said. "A strong economy and increased marketing of the Wisconsin brand contributed to a banner year and proved successful for many tourism businesses."

The Wisconsin Department of Tourism released the figures in conjunction with National Tourism Week, May 6-12. Davidson-Peterson Associates Inc., a firm specializing in tourism economic impact research, compiled the figures for the Department of Tourism.

Traveler expenditures were measured from December 1999-November 2000. The study includes county-by-county data here.

For additional information or a complete 2000 Economic Impact of Travelers report, contact David Scheler at 608/261-8187, dscheler@tourism.state.wi.us, or Sue Hamilton at 608/266-6792, shamilton@tourism.state.wi.us.

Coca-Cola bottles will carry the "Stay" message

This summer, nearly 150,000 Coke, Diet Coke and Sprite 2-liter bottles and six-packs in the state of Wisconsin will carry a specially designed invitation to visit our state’s historic sites.

The Department has teamed with Coca-Cola to produce bottle hangers that feature a "buy-one-get-one-free" offer good at any State Historical Society historic site. The Wisconsin tourism message "Stay Just a Little Bit Longer" will also be incorporated into the hanger design. Since all nine historic sites will be listed on the hanger, travelers will find good reason to "stay longer" in order to visit each one.

Specially tagged bottles hit the shelves in April and will remain for six to eight weeks.

The Department Web site will be listed on the bottle hanger encouraging consumers to visit travelwisconsin.com to find out more about the historic sites and other valuable information and order free publications to help plan a Wisconsin getaway.

This three-way effort between the Department, Coca-Cola and the State Historical Society of Wisconsin illustrates the power of combining different strengths in one promotion to the benefit of Wisconsin tourism.

The Department continues to explore innovative ways, like the Coca-Cola partnership, to draw consumers to travelwisconsin.com.

Governor’s Council on Tourism Member Highlight

Although she is a native of Mississippi, Le-Vern Boyd has gotten to know the tourism industry in Wisconsin very well, having spent the majority of her 20 years here working in it, first as a consultant for Milwaukee’s ethnic festivals and later as part owner of an events marketing business.

During her two decades in the Badger State, Boyd has seen significant changes in tourism. Wisconsin has definitely raised its profile nationally, she notes. "I am particularly happy to see new events, like the Harley Reunion, come into their own and help define Wisconsin as a travel destination."

Boyd also sees more cultural diversity in Wisconsin than ever before, which has helped attract a whole new market of travelers. While African World Festival and the other ethnic festivals that Boyd helped launch were instrumental in this growth, she feels the entire state has much to offer.

Wisconsin has a lot of cultural diversity to showcase, she asserts.

Boyd is a staunch advocate of later school start legislation, noting it is imperative we communicate that (summer tourism jobs) not only benefit the economy, they also start people on a career path with excellent growth potential.

A Governor’s Council on Tourism member since 1997, Boyd is excited about the work the Council does promoting the state. "I am thrilled to be part of this group," she says. "My goal is to make Wisconsin the number one tourist destination, and I’m not going to stop working until we get there."

Briefly

Moving State Government: Sec. Speros and Deputy Sec. Reid joined Gov. McCallum and a team of state government officials and agency heads in Sheboygan and Manitowoc counties during Gov. McCallum’s Moving State Government trip April 29-May 1.

The excursion was an opportunity for state officials and local residents to learn about each other’s roles and to strengthen the successful partnerships between the two.

In addition to joining the Governor at various events, Department staff held listening sessions and toured local attractions. Special thanks to Sheboygan and Manitowoc county tourism organizations for their assistance coordinating the three-day event.

Get listed! The Department once again encourages tourism businesses and organizations to search travelwisconsin.com to see if your tourism property or event is in our database accurately. If you are not listed or want to update your information, please contact your area Extranet partner (go to extranet.shtm for a list) or the Department at 608/266-2161 or tourinfo@travelwisconsin.com.

Coffee Talk

One of the most important components of the Governor’s Conference is the feedback we receive from the industry. The Coffee with the Council breakfast offered attendees the chance to talk with Council members one-on-one about issues affecting the tourism industry. Here are the topics that were discussed and a summary of industry feedback:

School Start

Consideration is being given to dismissing school the Friday before Labor Day. Comments indicated that this proposal is viewed as a compromise until legislation mandating an after Labor Day school start date is passed.

Product Erosion

In Northern Wisconsin, resorts are being sold to property owners wishing to build second homes and to those interested in building condominiums. Industry comments centered on ways to protect this important component of the Wisconsin tourism product.

Tourism as an Economic Driver

Tourism is often absent when discussions are held about economic impact. Responses suggested ways to better communicate the value of tourism to local officials and residents.

Personal Property Tax

There are no tax incentives available to tourism businesses for remolding or infrastructure upgrades. Industry comments favored the creation of tax incentive programs for tourism related businesses.

A full summary of Coffee with the Council is available by contacting Jackie Hepler at 608/266-2147 or jhepler@tourism.state.wi.us.

Mark your calendars for 2002 Conference

Make your reservations now for the 2002 Governor’s Conference on Tourism. The dates are March 10 - 12 at the La Crosse Center in La Crosse. Overnight accommodations can be arranged at the following hotels:

Radisson Hotel La Crosse - Host Hotel
(800)333-3333 Radisson Worldwide Reservations
(608)784-6680 Radisson La Crosse Reservations

Courtyard by Marriott
(608)782-1000

Days Inn
(608)783-1000

Holiday Inn Hotel & Suites
(608)784-4444

Midway Hotel
(608)781-7000

For a listing of other available accommodations, please call the La Crosse Area CVB at 800/658-9424. If you have questions regarding the conference please call Dawn Aspenson at 608/266-3978.

Wisconsin celebrates Historic Preservation Week

More than one hundred activities throughout the state will honor Wisconsin’s historic landmarks during 2001 Wisconsin Historic Preservation Week, May 12 – 20. This annual event celebrates Wisconsin’s rich architectural heritage.

In keeping with this year’s theme In the Limelight, several events are planned to showcase Wisconsin’s historic theaters.

State Historical Society Architectural Historian Jim Draeger will present Picture Perfect: Historic Wisconsin Movie Theaters, in the Society’s auditorium on May 14. The slide-illustrated lecture traces the evolution and development of Wisconsin movie theaters from the gilded age to the movie palaces of the jazz age.

On May 12 in Viroqua the Associates to Restore the Temple Theater and the Viroqua Partners organization are sponsoring free "Hard Hat Tours" at the Temple Theater to celebrate the beginning of a $1.2 million dollar restoration project.

In West Allis visitors can experience the history and beauty of the Paradise Theater on May 19 by participating in an open house and tour of the theater sponsored by Creative Community Solutions, Inc.

Wisconsin Historic Preservation Week is sponsored by the State Historical Society of Wisconsin, Wisconsin Trust for Historic Preservation, Wisconsin Heritage Tourism Program and the Wisconsin Main Street Program.

For more information on Wisconsin Preservation Week, or to receive a calendar of events, contact the State Historical Society of Wisconsin at 608/264-6500 or visit www.shsw.wisc.edu/hpweek.