TOURISM TODAY
March/April 2003
In this issue:
- New Tourism Secretary Hopeful for the Future
- Genyne Edwards Named Tourism Department Deputy Secretary
- 2003-2005 Budget Brief
- Department Serves Nearly 4 Million Customers
- Department Launches Redesigned Travelwisconsin.com
- Wisconsin Ranks Second in Nation for Quickest Publication Delivery Time
- Tourism Development Specialist Debbie Skinner Moves on to New Challenges
- Travel Information Centers Close in Chicago and Madison
- Seasonal In-Market Surveys Underway
- DNR Aquatic Exotic Species Literature Available
- Sponsors Contribute to 17th Annual Conference on Tourism
- Native American Tourism of Wisconsin Conference
New Tourism Secretary Hopeful for the Future
Dear Tourism Partners:
These first three months have been busy for me, as I have traveled around the state, viewing first hand Wisconsin's wonderful destinations, attractions and events, and meeting the friendly people who make up Wisconsin's tourism industry. I appreciate the warm welcome I have received and your many good wishes.
The big issue on everyone's mind is the state's budget and how it will impact the Department of Tourism. Governor Doyle's budget proposal is like no other budget in recent Wisconsin history. It asks state agencies to continue to deliver quality service while reducing spending and the overall size of state government. By delivering a budget that was balanced, did not raise taxes and has no structural debt at the end of the biennium, Governor Doyle has taken the first bold steps to get Wisconsin's fiscal house in order. The Governor's proposal maintains full funding for the Joint Effort Marketing (JEM) grant program, which is considered invaluable for many local and regional tourism activities. JEM grants have the potential to double the state's marketing investment and help maintain a strong tourism industry in Wisconsin.
I am prepared to take on the fiscal challenges facing state government, ensuring that our tourism marketing dollars return the greatest investment for Wisconsin. Through partnerships with legislators and private and public business leaders, I hope to immediately begin building upon the successes the Department and the tourism industry as a whole have enjoyed over the past several years, while continuing to increase the recognition of tourism as an essential ingredient to the state's economic health. As Secretary, it is my goal to enhance our efforts to promote the state's diverse tourism product, which includes urban tourism, natural resources, the arts and our cultural heritage.
I am committed to making myself available to you and look forward to working with all of you in the future. Through our partnership, we will continue to bring travelers to Wisconsin making our state the top travel destination in the Midwest.
Sincerely,
Kevin Shibilski
Secretary
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Genyne Edwards Named Tourism
Department Deputy Secretary
Department of Tourism Secretary Kevin Shibilski has named Genyne Edwards the Department's new deputy secretary, effective January 27. Edwards was recently the public policy director of the YWCA of Greater Milwaukee. Prior to that, she was an attorney at Lanier Law Offices, Ltd. in Milwaukee, specializing in intellectual property. As an attorney, she has been actively involved in advocacy for arts and culture.
"Genyne brings a wealth of experience to the Department of Tourism," Shibilski said. "Her background and work experience in the Milwaukee community will help the Department's efforts to promote and highlight the state's cultural resources, including the arts and urban tourism."
Genyne holds a bachelor's degree in organizational leadership and supervision from Purdue University and a law degree from Marquette University Law School.
2003-05 Budget Brief
On February 18, Governor Doyle introduced the 2003-05 biennial budget. In the budget proposal, the Department of Tourism is prepared to receive $2,179,000 less funding and 7.5 fewer full-time equivalent positions in each of the next two fiscal years. This cut follows a nearly $2.5 million reduction in the current fiscal year.
Governor Doyle's budget focuses on the following priorities: not raising taxes, distributing cuts fairly, protecting education, health care, key local services and the environment, reducing spending by making government more efficient, and doing it once and doing it right. The budget bill now goes before the Legislature where it will begin the budget approval process in the Joint Committee on Finance. The new budget begins July 1, 2003.
Department Serves Nearly 4 Million Customers: Internet usage continues explosive growth
The Department of Tourism served over 3.9 million customers in 2002, eclipsing last year's customer contact total by 14 percent. Travel information services included contacts through travelwisconsin.com, Wisconsin Travel Information Centers, consumer shows, direct mail programs, e-mail newsletters, and more.
Travelwisconsin.com: As expected, 2002 was another year of strong growth for travelwisconsin.com. The 2.1 million total visits represented a 16 percent increase over last year and a 75 percent jump since 2000. The Department's recently redesigned Web site also attracted over 566,000 new users in 2002 and was utilized by 75,000 customers to order publications, 28 percent more than in 2001. Travelwisconsin.com saw the most activity during the summer and fall months, with peak usage in September, followed by July and October. Most users reached the site through the State of Wisconsin Web site (wisconsin.gov) and major search engines like Google and MSN.
Customer Service: Despite the growing preference for using the Internet to obtain travel information, the number of customers served by the 12 Wisconsin Travel Information Centers (WTICs) in 2002 nearly equaled last year's figure of 1.2 million. The Department also fielded 104,000 calls to 800/432-TRIP, 5,000 e-mail inquiries, and 12,000 requests for information through U.S. mail. Over 2.2 million publications were distributed through travel information centers, consumer shows, the Department's toll free numbers and Web site, and other Wisconsin tourism organizations. In addition, the Department of Tourism's consumer show booth was presented to 2.6 million potential customers at various events in 2002.
Direct Marketing: Like Web usage, the Department's e-marketing program expanded dramatically in 2002. Over 648,000 e-mail newsletters were delivered last year to a list of subscribers that has reached 83,000. Overall, the number of customers who have signed up to receive Wisconsin travel information via e-mail has nearly doubled since 2001. Over 43,000 customers contacted the Department via advertising reader response cards last year, and 67,000 customers received guides and information through the direct mail program.
Department Launches Redesigned
Travelwisconsin.com
The recently redesigned travelwisconsin.com Web site now offers more Wisconsin imagery, user customization, and enhanced search tools. The new look and feel of travelwisconsin.com highlights the diversity and seasonality of Wisconsin with vibrant scenes from throughout the state. The site is constructed to accommodate ongoing editorial, promotions and sampling of destinations, events, dining and lodging.
"Virtual Wisconsin," a brand new element to travelwisconsin.com, gives visitors the ability to explore Wisconsin with an online video or 360-degree QuickTime images of many of the state's top destinations and attractions.
Visitors will be able to register on the site via the new "My Profile" tool. By providing their contact information and travel interests, they can opt-in to receive e-newsletters and guides tailored to their profile. The tool will allow them to come back anytime and alter their interests simply by entering their user ID and password.
Travelwisconsin.com users will also be treated to improvements to the Web site's already popular database of events, destinations, attractions, dining and lodging opportunities. The information has been completely re-engineered to feature more intuitive search tools and streamlined results. All of this adds up to easier and more comprehensive searches for visitors.
Wisconsin Ranks Second in Nation for Quickest Publication Delivery Time
With a response time of six days, Wisconsin ranked second in the nation for quickest delivery time for state tourism literature ordered online, as reported in a recent study completed by the Department. Wisconsin ranked sixth in the nation for delivery of literature ordered by telephone. The Department compiled the results during a fall 2002 study. States' official travel guides were ordered via telephone and Web site for all 50 states plus the District of Columbia.
Tourism Development Specialist Debbie Skinner Moves on to New Challenges
Tourism Development Specialist Debbie Skinner recently resigned to accept the Tourism Marketing Manager position with the Greater Omaha Convention & Visitors Bureau. Debbie had been with the Department for over 13 years.
"Debbie's commitment to the Department and to tourism will be greatly missed," Secretary Shibilski said. "But we wish her all of the best and know Omaha will greatly benefit from our loss."
Industry partners will temporarily be reassigned to either Ruth Goetz, Northwestern Tourism Development Specialist (715/682-4591 Ext. 3149) or Kit Sorenson Southeastern Tourism Development Specialist (920/722-0507). Click here for a map of the new reassignment.
Travel Information Centers Close in Chicago and Madison
Due to the recent budget reductions, the Chicago Wisconsin Travel Information Center (WTIC) will close permanently on April 30, 2003. The Department is also working with the Wisconsin Housing and Economic Development Authority (WHEDA) on the lease details to close the Madison WTIC and relocate the staff to the Department of Tourism offices.
"As throughout state government, we face funding challenges and closing the Chicago center was one of many difficult decisions that had to be made," Shibilski said. "However, we will keep a strong marketing presence in Chicago, which remains one of our biggest markets."
The Department's marketing plan and media investment largely targets Chicago with print and broadcast advertising as well as continued emphasis on direct marketing, publicity and the Internet.
The Office of Customer Services will contact industry partners scheduled to participate in the Madison or Chicago travel information centers' Display/Exhibit program to discuss other arrangements or you can contact the center directly.
Seasonal In-Market Surveys Underway
The Department of Tourism is conducting four seasonal, in-market surveys designed to collect impressions from visitors about their Wisconsin vacation experience. Results from the fall in-market survey conducted in Sawyer, Iowa, Green, Vilas, Oneida, Sheboygan and Manitowoc counties have been compiled and are available. Results are also highlighted in the March issue of the Travel Tracker.
Using interviews with travelers, the survey covers a range of topics from travel party composition, why they chose the season and destination for vacation, favorite activities and travel planning resources to recommendations for advertising media. Additionally, visitors are asked to rate their satisfaction on a variety of topics. Results of each study will provide useful seasonal information to help best market the state and its many tourism regions.
The winter in-market surveys are currently in progress in Racine, Kenosha, Portage, Wood, Marathon, Brown, and Shawano counties and the Fox Valley region. Spring and summer studies will take place in larger urban areas as well as rural and resort areas throughout the state.
For additional information regarding the In-Market surveys or to obtain a copy of the fall study, contact David Scheler at 608/261-8187.
DNR Aquatic Exotic Species Literature Available
The DNR offers publications on aquatic invasive species that target boaters, anglers and others who are moving from lake to lake with boats and/or equipment. Publications such as the Field Guide to Aquatic Exotic Plants and Animals, a tri-fold brochure with information on several aquatic invasives and "watch cards," small cards about the size of business cards when folded that focus on individual species, are among the literature available to the tourism industry to distribute to visitors. These and other DNR publications include photos, identifying characteristics, tips to prevent invasives from spreading, and instructions on what to do if you find an invasive species. To obtain publications and a full list of literature, contact Mandy Beall at 608/267-3531 or 608/261-1092.
Sponsors Contribute to 17th Annual Conference on Tourism
The Department would like to thank the 2003 Wisconsin Governor's Conference on Tourism sponsors and opening reception partners listed below. Their support and commitment to the conference has enabled us to continue providing a top-quality event.
Platinum Level: Ho-Chunk Nation
Silver Level: Oneida Nation & Oneida Bingo Casino and the Potawatomi Bingo Casino
Bronze Level: Boelter + Lincoln, Chicago Tribune, Discover Wisconsin & Wilderness Resort, Fish & Schulkamp, the Greater Milwaukee Area, Milwaukee Journal Sentinel, Inc., Lake of the Torches Resort Casino, Lee Enterprises (including the Shawano Leader, Central Wisconsin Newspapers, The Capital Times, Wisconsin State Journal and the La Crosse Tribune), Marcus Hotels & Resorts, Midwest Express Airlines, Midwest Living Magazine and the Wisconsin Tourism Federation. Opening Reception Partners: Ruby Host: Wisconsin Dells Visitor & Convention Bureau Emerald Host: Joseph Huber Brewing Co. Amethyst Hosts: Miller Brewing Co., Trails Media, Inc., Wisconsin Sports Development Corp., Association of Wisconsin Wineries, and Wisconsin Association of Convention & Visitors Bureaus
Native American Tourism of Wisconsin Conference
June 15-17, 2003
For more information contact Gloria Cobb from the Great Lakes Intertribal Council at 715-588-3324.
