TOURISM TODAY

January/February 2003

In this issue:

• A Word From Moose
• Kevin Shibilski to Head Tourism
• Mary Reid Joins Speaker John Gard's Office
• Lay's Wisconsin Cheddar Flavor Unveiled at Packer Hall of Fame 
• Spring Marketing Campaign Reaches Travelers Via TV, Radio, Print, Direct Mail, and Promotions
• 2003 Conference Keynote Speakers Highlight Road to Successful Organizations
• Travel Tracker: Measuring Travelwisconsin.com Use

A Word From Moose 

Editor's Note: Effective January 6, Moose Speros resigned as Secretary of the Wisconsin Department of Tourism. Moose plans to return home near Hayward and help his family operate the Tiger Musky Resort.

Dear Tourism Friends: 

Eleven years ago former Governor Tommy Thompson asked me to head the Division of Tourism. At the time, I didn't even own a business suit much less know the ins and outs of state government. But with some wonderful leaders and friends like Gov. Thompson and Tom Diehl as well as a terrific staff, I was able to figure things out and yes, buy a couple of good suits. 

Today, I am tremendously grateful for the opportunity to have worked with such a great industry. Thanks to your vision and commitment, tourism influences almost every Wisconsin business and citizen, playing an important role in Wisconsin's economy and overall quality of life. 

I have been witness to the remarkable expansion and diversification our industry has experienced. Travel expenditures have nearly doubled from $5.7 billion in 1991 to $11.4 billion in 2001. In addition, traveler spending last year generated $1.8 billion in state and local revenues and supported more than 380,000 jobs. With perseverance, our industry has diversified its product and extended into a four-season destination. More communities are working together, forming partnerships, and unifying their resources to better serve and attract our travelers. We have enjoyed greater state government support through budget increases, cabinet-level designation, school start date and room tax reform. 

While we currently face financial and other challenges in state government, I am confident that Governor Doyle and the Legislature recognize the importance of this industry and will continue to invest in it. 

As I depart this office, I will miss the daily interaction with an exceptional network of professionals in the tourism field whose dedication, expertise, and hospitality attract visitors to every corner of the state. However as a resort owner, I have the great fortune of continuing to be a part of this industry. In that role, I can assure you that I will support the tourism industry any way I can. 

I offer you my heartfelt thanks for your friendship and your continued commitment to making Wisconsin a place where millions of people visit and millions of vacation memories are created. 

Sincerely,

Kevin Shibilski to Head Tourism 

Governor Doyle appointed Sen. Kevin Shibilski to the position of Secretary of Tourism effective Monday, January 6th. Shibilski has represented the 24th Senate District in the Wisconsin State Senate since 1995. 

"It's truly an honor to succeed Moose Speros at Tourism," Shibilski said. "I look forward to carrying on the tradition of bolstering Wisconsin's second largest economic engine." 

Kevin will bring with him a wide array of interests to the position. An avid hunter and angler, he will continue to promote Wisconsin's natural attractions. As an advocate of the arts and historical sites, Kevin plans to spotlight Wisconsin's urban and cultural attractions.

Mary Reid Joins Speaker John Gard's Office 

Mary Reid recently resigned as the Department of Tourism's Deputy Secretary and began a new position as Chief of Staff for Assembly Speaker John Gard (R-Peshtigo). Reid served as the Department's Deputy Secretary since 1997 and in recent months worked in Governor McCallum's office as Senior Advisor. 

"The Department will certainly miss Mary," said Department Secretary Moose Speros. "Her reputation for strong management, organizational skills and professionalism is wide spread. She was a very valuable asset to the Department and integral to its success." 

Speros added that he is confident that Mary will continue to be an asset to the tourism industry in her new position, bringing her knowledge of tourism industry issues to the State Assembly.

Lay's Wisconsin Cheddar Flavor Unveiled at Packer Hall of Fame 

Governor McCallum joined Miss America Erika Harold to crown the latest flavor in Lay's Taste of America line of potato chips. Secretary Speros, Green Bay Mayor Paul Jadin, Green Bay Area Visitor and Convention Bureau President and CEO Kari Sliva, and Green Bay Packers President and CEO Bob Harlan also participated at the November press conference unveiling the Lay's Wisconsin Cheddar potato chips at the Packer Hall of Fame. 

The Department of Tourism partnered with Lay's for the unveiling of the newest chip in the company's Tastes of America program after 264,000 Americans voted the flavor as their favorite. In addition to the news conference, the Department partnered with Lay's on a Lays.com vacation sweepstakes that runs through February.

Spring Marketing Campaign Reaches Travelers Via TV, Radio, Print, Direct Mail, and Promotions 

The Department's spring advertising campaign will feature the April insertion of 1.2 million spring samplers into regional magazines and newspapers including Midwest Living, Minnesota Monthly, Minneapolis-St. Paul and Chicago Tribune Magazine, Windy City and Twin Cities Sports, and Wisconsin Trails. Television commercials will air on Discover Wisconsin, Babe Winkelman's Good Fishing, and Waters and Woods. Big Top Chautauqua Radio will also air 10- and 15-second spots. 

Public relations highlights for spring include a "Fish with Babe Sweepstakes." The winning entry will receive a lodging package from the Minocqua/Arbor Vitae/Woodruff Area Chamber of Commerce, fishing equipment, live bait and a fishing excursion with Babe Winkelman. Consumers can sign up for the sweepstakes at consumer sport shows, Wisconsin travel information centers and travelwisconsin.com. 

Direct mail also plays a large role in the Department's integrated spring marketing campaign. A direct mail package featuring the 2003 Spring/Summer Event and Recreation Guide, 2003 Wisconsin Lodging Guide and the 2003 Spring Sampler will be mailed to 25,000 customers who requested it last year and two spring e-mail newsletters will be sent to 75,000 subscribers.

2003 Conference Keynote Speakers Highlight Road to Successful Organizations 

The Kalahari Resort Convention Center in the Wisconsin Dells is the location for the 2003 Governor's Conference on Tourism scheduled for March 16-18. This year's theme, Individual Excellence: the Key to Success, focuses on personal development and advancement, while also providing important tourism and marketing fundamentals. 

The conference offers two exceptional keynote presentations. On Monday, Dan Clark will present "You Can't Quit, It's a League Rule." Clark's program spotlights teams, winning and unity, and what it takes to be players in a winning organization. Tuesday's keynote speaker is Garrison Wynn who will present "Being the Consistently Chosen Destination." With humor and insight, Wynn's program explains that success is not just about being good at what you do, but also being consistently chosen to do it. 

New to the conference this year is the "Specialized Marketing Program - Bridging the Gaps Between Branding, Marketing & Sales." In this session participants will learn about the differences and connections between branding, marketing and selling. This three-hour program is a hands-on workshop that will challenge you to take a fresh look at your brand, how you market it, and how your sales are actually made. 

Designed for industry leaders and managers, this year's Executive Program features "Management from the Inside Out." This afternoon session provides steps that can lead your organization to increased productivity and profitability, strong, healthy relationships, and performance with fulfillment and harmonious balance. 

For further information on the 2003 Governor's Conference on Tourism, please contact Dawn Aspenson, Conference Manager, at 608/266-3978 or daspenson@travelwisconsin.com. Up-to-date information and online registration is available on the conference Web site at www.wigcot.org.

TRAVEL TRACKER

Measuring Travelwisconsin.com Use 

Results from the Department of Tourism Internet Survey 

Like many travel Web sites, the Department's travelwisconsin.com Web site continues to enjoy increased use since it's inception in 1995. Through November 2002, travelwisconsin.com had 540,000 new users and 1.9 million visits. Web site visits are up 123 percent since 1999. 

These Web statistics, while useful, don't tell the whole story about travelwisconsin.com users. To learn more about our Web site visitors, the Department recently conducted a yearlong study via a pop-up, online survey. Approximately 300 surveys were collected each month from October 2001 through September 2002. The majority of those responding to the survey had prior Wisconsin vacation experience or have used one or more Wisconsin Tourism information sources to obtain travel ideas. 

User Demographics 

Nearly all respondents (86%) said they were using the Web site for leisure travel rather than for business or other reasons. The majority of Web site users are familiar with Wisconsin as a leisure destination - eight out of ten travelwisconsin.com users have vacationed in Wisconsin as an adult and most originate from the Midwest. States of origin mirror other Department research with Wisconsin as the top market (49.2%) followed by Illinois (20.5%), Minnesota (7.4%), Iowa (3%) and Michigan (2%). 

The most common travelwisconsin.com user is female, aged 35-54 with household income between $25,000 and $99,000. Sixty-two percent of all respondents did not have children under 18 years of age living at home. 

Online Travel Planning Habits 

Respondents most frequently learned about travelwisconsin.com from Internet search engines or Web sites. Department of Tourism publications were mentioned second most frequently, twice as often as media advertising. Among all other media, television advertising and print articles were the most frequent ways respondents reported learning about the site. 

More respondents (60%) used the site to get travel ideas than to actually plan a Wisconsin trip (25%). Of those using the Web site to make travel plans, 18 percent used the trip planner feature. The overwhelming majority (70 to 80%) rated travelwisconsin.com excellent, very good or good for stimulating travel ideas, content and ease of use and exploration. 

Nearly 90 percent of survey respondents were planning a Wisconsin trip within the next 12 months. Summer is the most frequently mentioned season for a future vacation (73%) followed by fall (54%), spring (36%) and winter (34%). Lead-time planning varies by the time of year - fall respondents indicated they were planning a trip in the short term, whereas many winter respondents were planning summer trips four to six months in advance. 

Travelwisconsin.com vs. other sources of travel information 

Despite the increased use of the Internet as a primary source for travel information, most Web travel planners continue to rely on travel publications and brochures in conjunction with the Internet. Over two-thirds of the respondents indicated they have used one or a combination of the Department's toll-free number, travel guides or information centers. Seventy percent of those who use state travel information stated that they use state publications in conjunction with travelwisconsin.com rather than using the site as a substitute for publications. 

Younger Web users (Gen Y and X) are more inclined to rely only on the Internet for travel information and Empty Nesters (55-64 years old) and Seniors (age 65+) list the Internet in conjunction with other sources of information such as state and local tourism publications. 

Forty-two percent of the Department's Internet users order publications online. When given a choice as to how they would like to receive publications, 80 percent want to receive them via the U.S. mail. Only the youngest users are interested in the opportunity to download complete publications. 

For information about the Department's Internet survey, contact Dave Scheler at  (608) 261-8187. For additional research on Internet use by travelers, refer to the March 2002 Travel Tracker Bulletin available online or by contacting 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.