TOURISM TODAY

November/December 2002

In this issue:

• Governor McCallum and Secretary Speros Hit the ATV Trails
• Mark Your Calendar for the 2003 Governor's Conference on Tourism
• Tourism Participates in Wisconsin Economic Summit

• Internet Kiosk Online at Beloit WTIC 

• Travel Tracker: Wisconsin's Restaurant Industry 
• Winter Campaign Targets "Closer to Home" Markets
• Fall Color Report Subscribers Sign Up in Record Numbers
• Research Program Offers Midwest Market Profiles
• Recent Promotions Generate Over $277,000 in Advertising Equivalency
• Babe Winkelman's "Good Fishing" to Feature Wisconsin
• Strategic Marketing Plan Available November 1st
• Governor's Council Welcomes Lola Roeh 
• Destination Marketing JEM Grant Wrap-Up

Governor McCallum and Secretary Speros Hit the ATV Trails 

Governor Scott McCallum joined Secretary Speros and representatives of the Wisconsin ATV Association (WATVA) on a weekend tour of four All-Terrain Vehicle (ATV) trails. The two-day tour was an effort to promote responsible ATV use on Wisconsin trails and gain a better understanding of the impact ATV use has on the Wisconsin tourism industry. The tour included ATV rides and listening sessions in Park Falls, Oconto County, Langlade County, and Black River Falls. The listening sessions gave WATVA an opportunity to showcase the "Ride Smart - Get Involved - Tell Others" initiative, a program created to promote safe, responsible and environmentally ethical ATV recreation on Wisconsin trails. 

For more information on how to get involved with the "Ride Smart - Get Involved -Tell Others" initiative, contact WATVA president Randy Harden at (920) 565-7531 Ext #1 or randy_harden@nohvis.org or visit http://www.watva.org/.

Mark Your Calendar for the 2003 Governor's Conference on Tourism 

Individual Excellence: The Key to Success 

Successful businesses understand that their most valuable assets are confident, knowledgeable and inspired employees - employees that are willing to go the extra mile to ensure success. Thriving organizations know that every department, office or team is only as strong as each individual staff member. 

With this in mind, the 2003 Governor's Conference on Tourism will focus on personal growth while also presenting essentials on marketing, brand identity and consumer trends. Learn about the strength of the individual while also discovering the power of the team and how to create a happier, more inspiring and more productive environment by putting "people first." 

Mark the dates on your calendar, March 16 - 18, 2003 and plan on joining us at the 17th annual Governor's Conference on Tourism in the Wisconsin Dells for what promises to be one of our most inspirational conferences ever. 

For further information on the 2003 Governor's Conference on Tourism, please contact Dawn Aspenson, Conference Manager at 608/266-3978. The latest information is also available on the conference Web site, www.wigcot.org.

Tourism Participates in Wisconsin Economic Summit 

The Department of Tourism and the Governor's Council on Tourism successfully demonstrated tourism's contributions to Wisconsin's economy and quality life at the recent Wisconsin Economic Summit III. 

During a summit workshop, Council chair Bill Otto presented a white paper entitled, "Tourism's Contribution to Wisconsin's Economy and Quality of Life." Joining Otto were Randy Freeman of Rockwell Automation and Tom Luljak of UW-Milwaukee who discussed the importance of tourism to their organizations' recruitment and retention efforts. 

The tourism industry was again showcased at the Summit in the "Wisconsin Connecting with the Future" video, which played during the Summit's opening session. The video, produced by Department's advertising agency, Boelter and Lincoln, focused on how Wisconsin's economic sectors interact and rely on each other. Click here for the "Tourism's Contribution to Wisconsin's Economy and Quality of Life" white paper.

Internet Kiosk Online at Beloit WTIC 

Travelers stopping in the Beloit Wisconsin Travel Information Center (WTIC) now have 24/7 access to state travel information via a newly installed Internet kiosk. Online since September, the new kiosk features access to travelwisconsin.com, Internet e-mail accounts (like Yahoo and hotmail), mapping and weather Web sites. There will also be a "hotline" phone that will dial directly to the Department's toll-free number and a printer. 

"The Internet kiosk is a great way to serve travelers coming to the rest area after the Wisconsin Travel Information Center closes," Beloit WTIC manager Joellyn Merz said. "Our customers now have 24/7 access to Wisconsin tourism Web sites, online maps, weather and more." 

The Department will monitor kiosk use and maintenance for the next several months at the Beloit WTIC. A similar kiosk is also operational at the Madison WTIC. If the program meets expectations, the kiosk program could gradually expand to other WTICs.

TRAVEL TRACKER

Wisconsin's Restaurant Industry Impact on Tourism and the Economy

Wisconsin has 15,000 food service businesses employing more than 175,000 people, according to the Wisconsin Restaurant Association.

The U.S. Department of Commerce states that in 1999 for every dollar spent at one of Wisconsin's eating-and-drinking establishments, an additional $1.24 of sales was generated for other industries within the state. In addition, for every $1 million that consumers spent at restaurants, the state economy created-both directly and indirectly-48.6 jobs.

Research conducted by the Department illustrates the importance of dining to the tourism experience. According to the 2001 Economic Impact Of Expenditures By Travelers On Wisconsin report, travelers spent nearly $3 billion dollars, 26 percent of all traveler expenditures, on food and beverage in 2001, second only to shopping. In a series of studies conducted of more than 4,000 visitors at various events around the state, the majority of visitors cited dining as one of their trip activities.

In another Department study released in August 2002 (Wave VI Advertising Awareness & Competitive Analysis of Chicago & Twin Cities DMA Core Market Study), visitors were queried on their most memorable activities when they traveled in Wisconsin. Not surprisingly, dining was mentioned in every season. Fall visitors mentioned it the most (11.5%) followed by summer (8.4%), spring (10.6%), and winter (9.5%).

The awareness study also demonstrated that visitors who cited dining as their most memorable Wisconsin travel experience also listed shopping and visiting historic sites/museums as activities they enjoyed. This opens the door to a host of marketing possibilities for the restaurateur to promote his or her establishment in the areas where potential customers frequent.

It also is relevant to the National Restaurant Association's recommendation to dining establishments that they become "tourist-friendly" by training staff to answer questions and become familiar with area attractions. Other ideas include networking with visitor center staff and local hotel concierges and front-desk staff as well as giving concierges priority when making reservations in hopes that they'll recommend your restaurant to future guests.

For additional research findings, contact Sue Hamilton at 608/266-6792.

Travel Tracker appears as a featured excerpt in Tourism Today and Marketour, and as a monthly electronic newsletter. Click here to subscribe.

Winter Campaign Targets "Closer to Home" Markets

The Department's winter advertising efforts will focus on the markets of Chicago, Twin Cities, and Wisconsin; capitalizing on the continuing trend of consumers choosing to travel closer to home. Newspaper ads featuring snowmobiling, skiing, indoor waterparks and events are planned for eleven newspapers. A 30-second TV spot will air in Chicago, Green Bay, Appleton, Milwaukee and Minneapolis-St. Paul. Ten-second traffic radio in Chicago, Milwaukee and the Twin Cities will emphasize snow reports and winter events. Ads in City Sledder, Illinois Snowmobiler, Iowa and Minnesota Snowmobiling and Cross Country Skier highlight the best of Wisconsin winter sports. An online promotional campaign targets Chicago Tribune, Journal Sentinel and Star Tribune Web sites.

Fall Color Report Subscribers Sign Up in Record Numbers

Subscribers to the Department's weekly Fall Color Report e-mail grew nearly five times over last year. Throughout September and October, the 8,500 subscribers received a weekly e-mail summarizing the latest fall color conditions and providing a link to the full report on travelwisconsin.com. The gain in subscribers can be attributed to increased publicity, Web site and other e-mail promotion, as well as increased consumer interest in receiving e-mail communications.

The Department thanks the 59 fall color reporters who participated in this year's successful reporting by updating their information in the Extranet in time for each Thursday's e-mail campaign during the eight-week season.

Research Program Offers Midwest Market Profiles

Do you know if your advertising is reaching the right audience? To help you make an informed decision on how to focus your market resources, the Department has profiled 15 Midwest Designated Marketing Areas (DMAs) from the Lifestyle Market Analyst, a publication produced by Standard Rate and Data Services. This publication profiles all 210 Designated Market Areas nationwide. To find out more about DMA research, contact Sue Hamilton at 608/266-6792.

Recent Promotions Generate Over $277,000 in Advertising Equivalency

Recent promotions with Chicago area media generated great returns for the Department.

A late-summer promotion on Chicago's Windy 101 radio (WNND) produced over 1,300 entries and $168,500 in advertising value for Wisconsin tourism. The prize package included a lodging package from the Tomahawk and Merrill areas and a 17' "Spirit II Royalex" canoe. Among the 120 promotional radio announcements and 35 commercials, the Wisconsin package was featured at seven Chicago area events, online at Windy100.com and in the station's e-newsletter sent to 20,000 subscribers.

The Chicago Tribune's Fall Auto Tour Sweepstakes featured lodging packages for six destinations throughout the state and gas cards. The promotion resulted in 8,846 entries and an advertising equivalency topping $108,800.

Babe Winkelman's "Good Fishing" to Feature Wisconsin

Nationally recognized television fishing show host Babe Winkelman joined Secretary Speros in Kewaunee to film king salmon fishing on Lake Michigan. The show, which airs on Fox Sports Midwest, will feature the Wisconsin segment during the winter and spring months of 2003. Check www.winkelman.com for a complete broadcast schedule.

Winkelman was highly complimentary of his visit to the state, saying "Wisconsin has some of the best fishing in the country. It offers anglers an incredibly wide variety of freshwater species and fishing experiences, from small trout streams to major rivers."

The Department of Tourism will continue to partner with Babe Winkelman Productions, Inc. on other promotions including TV advertisments, Wisconsin Travel Information Center promotions, a "Fish With Babe" sweepstakes, and more.

Strategic Marketing Plan Available November 1st

The Department's 2003 Strategic Marketing Plan is available to members of the tourism industry. The plan is a comprehensive blueprint of the Department's marketing efforts. Guided by the Governor's Council on Tourism, the plan integrates advertising, public relations and technology.  Click here for the 2002-2003 Strategic Marketing Plan or contact your regional consultant or Jackie Hepler at 608/266-2147 to receive a printed plan.

Governor's Council Welcomes Lola Roeh

Lola Roeh of the Osthoff Resort in Elkhart Lake recently joined the Governor's Council on Tourism, replacing Gary Roberts. Lola has extensive hotel and marketing experience and currently serves on the Joint Effort Marketing committee. In other Council changes, Cheryl Zaug Casey stepped down from the Council effective October 15.

Destination Marketing JEM Grant Wrap-Up

The Department recently awarded 11 Destination Marketing grants, totaling $180,485. The Ashland Area Chamber of Commerce, Bayfield County Tourism and Recreation, the Castle Rock and Pentenwell Lakes Association, and the Point of Beginnings Heritage Tourism Area received grants for first-year projects. Second-year grants went to the River Falls, Hurley, Elkhart Lake Area and Tomahawk Regional Chambers of Commerce, the Wausau/Central Wisconsin CVB and the Lake to Lake Arts Connection, a partnership between the Fond du Lac, Sheboygan and Manitowoc areas. The Greater Madison CVB and the Friends of the Horicon Marsh International Education Center each received third year destination marketing grants.