TOURISM TODAY
May/June 2003
In this issue:
- Governor appoints Holperin as Tourism Secretary
- Traveler spending continues to grow as expenditures reach $11.7 billion
- Tourism Secretary Kevin Shibilski resigns
- No snow loan program and diversification grants now available
- JEM Review process going quarterly
- Major motion picture to film in Milwaukee and Miller Park
- Summer ad campaign kicks off with TV spots and fresh versions of the Stay music
- Partnerships with two national companies result in successful promotions
- 2004 Governor's Conference on Tourism scheduled for March 14-16 in Green Bay
Governor appoints Holperin as Tourism Secretary
Governor Jim Doyle has appointed Jim Holperin of Eagle River to head the Wisconsin Department of Tourism effective May 12, 2003.
Holperin, 52, is a former state legislator who is currently Director of Trees For Tomorrow, an accredited specialty school that focuses on forestry, wildlife and other natural resource topics.
Governor Doyle said Holperin, a native of northern Wisconsin who has been involved in tourism businesses or tourism advocacy since his youth, has the background in both government service and private sector management to help the state meet its potential in promoting the hospitality industry. From 1983 through 1994, Holperin served as a member of the Wisconsin State Assembly, representing Oneida and Vilas Counties and specializing in tourism and natural resources. During the '85-86 legislative session, he also chaired the Assembly Committee on Tourism, Recreation, & Forest Productivity. Earlier in his career, he served as Director of Aging Programs for Vilas County, Assistant Chief Clerk of the Wisconsin Senate, and as a legislative analyst in the Wisconsin Assembly.
Holperin was born and raised in Eagle River where his family ran a grocery store that catered to the tourism trade. He attended local schools and graduated from the University of Wisconsin at Whitewater in 1973. He is currently enrolled in the Masters of Public Administration program at UW-Oshkosh.
Holperin has been active in several statewide and regional organizations. He is a member of the Nicolet Technical College Board of Trustees, the Wisconsin Council on Forest Productivity Board of Directors, the Northwoods Land Trust Board of Directors, and Rotary International. Until recently, he also served on the Governor's Forestry Council, the 1000 Friends of Wisconsin Board of Directors, and the Wisconsin Rural Leadership Board of Directors.
He is married to Kathy, an Occupational Therapist, and has two sons Christopher, 24 and Andrew, 19.
Traveler spending continues to grow as expenditures reach $11.7 billion
Travelers to Wisconsin spent an estimated $11.7 billion in 2002, generating more than $1.86 billion in tax revenue for state and local governments. Traveler expenditures supported the full-time equivalent of 324,000 jobs and stimulated $6.6 billion in resident income. In addition, traveler expenditures have grown each year since 1993, for a total ten-year increase of 120%. See chart.
Based on the findings in the 2002 Economic Impact of Expenditures by Travelers on Wisconsin study, without traveler expenditures, 2002 state and local taxes would have increased $992 per taxpaying household in order to maintain existing government services.
"Even though the tourism industry faced a difficult economy, global uncertainties and lack of snow, these numbers demonstrate that Wisconsin tourism not only held its ground last year, but showed a modest increase," said Governor Jim Doyle. "It also illustrates how Wisconsin's tourism industry is relatively recession proof and an excellent investment based on the positive economic impact it has on our state."
Confirming the state's appeal as a year-round travel destination, the report shows that traveler spending increased in all seasons. Travelers spent $5.4 billion in summer (May-Aug), indicating a 2.2 percent increase; $3.43 billion in winter/spring (Dec-Apr), a .36 percent increase; and $2.84 billion in fall (Sep-Nov), a 3.7 percent increase.
The report also demonstrates how traveler expenditures impact a variety of service sectors such as food and shopping, which account for more than half of all dollars spent by travelers in Wisconsin last year.
For additional information or a complete 2002 Economic Impact of Travelers report, contact David Scheler at 608/261-8187.
Tourism Secretary Kevin Shibilski resigns
Citing personal reasons and a new professional opportunity, Kevin Shibilski resigned from his post as Secretary of the Department of Tourism effective May 2, 2003.
"Although I have enjoyed the work and the people I have met, it has taken valuable time away from my family," Shibilski said in his letter to Governor Jim Doyle. "Therefore, after considerable thought and reflection, I have come to the conclusion that my personal and professional interests lie elsewhere."
Deputy Secretary Genyne Edwards will oversee day-to-day Department operations until Governor Doyle appoints a new secretary.
No snow loan program and diversification grants now available
With the endorsement of Governor Jim Doyle, the Departments of Commerce and Tourism have launched the Tourism Development Initiative, a multifaceted program designed to help Wisconsin tourism businesses that have been severely effected by a series of winters with minimal snowfall.
The three-pronged approach offers planning and training grants that focus on tourism development and diversification at both the business and municipal level. A Snow Emergency Loan is available to qualifying small businesses north of state Highway 29 that can document significant revenue loss caused by the lack of snow. The loan program requires participation in the Tourism Development and Diversification program that will be offered by UW-Small Business Development Center.
"I am pleased the state can offer this initiative to the tourism industry," Governor Doyle said. "It should help those tourism business most affected by the lack of snow contend with the short-term challenges and lay the groundwork for a stronger industry in the future."
Further information and application materials are available online at or contact the Tourism Development Specialist for your area.
Northwestern Wisconsin
715/682-4592 x3149
Southeastern Wisconsin
920/722-0507
JEM review process going quarterly
Effective July 1, 2003, the Department of Tourism will review Joint Effort Marketing (JEM) grant proposals for new events, existing events, sales promotions and one-time, one-of-a-kind events on a quarterly basis.
Input from the industry and members of the Governor's Council on Tourism contributed to the decision to transition away from the monthly review process, thereby creating more time for applicants to develop proposals and for the Department to evaluate them. The consensus among program participants and organizers is that this will encourage tourism organizations to plan their seasonal marketing strategies further in advance.
Submission deadlines for these JEM applications are August 1st, November 1st, February 1st and May 1st. Destination Marketing JEM proposals will continue to be reviewed in April and September with deadlines of April 1 and September 1. For more information on the review process change or the JEM program in general, contact Abbie Hill at 608/261-6272.
Major motion picture to film in Milwaukee and Miller Park
The major motion picture "Mr. 3000" starring Bernie Mac and produced by Touchstone Pictures and Spyglass Entertainment is scheduled to film at Miller Park baseball stadium and a variety of other locations in Milwaukee during July and August 2003.
The Wisconsin Film Office and Greater Milwaukee Convention & Visitor Bureau met with the film's executive producer and director in early March to scout possible locations for filming.
The Film Office will be a source of local support to the "Mr. 3000" production, assisting with two location scouts this spring, helping to secure local production offices, as well as acting as a liaison to local film crews and companies that can provide equipment, technical support, and logistical services.
Summer ad campaign kicks off with TV spots and fresh versions of the Stay music
The Department kicked off its general market
summer campaign in March with a combination of television, magazine,
newspaper and online vehicles.
Two new television spots featuring variations of the "Stay Just a Little Bit Longer" music showcase a variety of Wisconsin's travel offerings. Two thirty-second spots will air in Chicago, Minneapolis-St. Paul, Milwaukee, and Green Bay through June. Four-color print ads in nine regional magazines and twelve newspapers during the same time period will showcase areas throughout the state, using multiple photos to tell a travel story. Key publications include Chicago Tribune, Milwaukee Journal Sentinel, Minneapolis Star Tribune, Budget Travel, Good Housekeeping, Midwest Living, Outside, Sierra, and Women's Day, among others. Key regional Web sites scheduled to feature the Wisconsin message include chicagotribune.com, jsonline.com, startribune.com, Lake-Link.com, and TrailLink.com.
The multicultural summer campaign will include
placements in regional magazines and community newspapers based in
Chicago, Milwaukee
and Minneapolis. The ads will feature Hispanic,
African-American or Asian families enjoying Wisconsin summer attractions
and activities. Magazine placements include Ebony, La Raza and Savoy;
newspapers include Asian Pages, Spanish Journal and Chicago Defender. In
addition, the Department has several promotions planned. The contests will
be promoted through direct mail, e-mail, and traffic radio spots in
Milwaukee and Chicago.
Partnerships with two national companies result in successful promotions
Recent sweepstakes promotions with Babe Winkelman Productions, Inc. and Lay's Taste of America potato chips generated 6,069 and 348,026 entries respectively.
The Lay's Taste of America partnership featured the product debut of Wisconsin Cheddar Potato Chips in conjunction with an online promotion that invited lays.com visitors to enter to win a vacation sweepstakes from one of five Wisconsin destinations. The prizes included lodging packages and attraction passes from Milwaukee, Hayward, La Crosse, Green Bay and Wisconsin Dells and ran from October 27, 2002 through February 23, 2003.
The Department highlighted the "Fish with Babe" sweepstakes on travelwisconsin.com and in the March 27 e-mail newsletter. Entry forms were also distributed at twelve Wisconsin Travel Information Centers and at consumer sport shows. The contest generated 250,000 visitor impressions on www.winkelman.com, where the contest was linked to travelwisconsin.com. The winner received a lodging package from the Minocqua/Arbor Vitae/Woodruff Area Chamber of Commerce, fishing equipment, live bait and a fishing excursion with Babe Winkelman.
2004 Governor's Conference on Tourism:
March 14-16
KI Convention Center (KICC) in Green Bay
Overnight accommodations can be arranged at the following hotels:
Holiday Inn City Centre (located directly across the street from the KICC)
$89.00 Flat Rate
(800)457-2929 toll free for reservations
Days Inn City Centre (located directly across the street from the KICC)
$69.00 Flat Rate
(920)435-4484
Best Western Washington Street Inn
$79.95 Flat Rate
(800)252-2952 toll free to reservations
For a complete listing of available accommodations in Green Bay, please contact the Packer Country Regional Tourism Office at 888/867-3342. If you have questions regarding the conference, please contact Dawn Aspenson at 608/266-3978.
