TOURISM TODAY
July/August 1998
New Chicago WTIC opens
On Wednesday, June 3, the Wisconsin Travel Information Center in Chicago celebrated its grand re-opening at its new location in the downtown Chicago Loop. Gov. Thompson was on hand to cut the official ribbon along with the Oneida Nations of Wisconsin who gave a public performance.
The décor at the new center, located at 52 West Adams Street, gives visitors the feeling of walking into the Wisconsin northwoods. It is open Monday-Friday 7am-6pm to attract business people on their way to and from work.
Visitors to the new Chicago WTIC will be able to purchase Wisconsin hunting and fishing licenses, state park permits and bike trail passes as well as register boats, snowmobiles and all-terrain vehicles right on site to provide one-stop Wisconsin vacation shopping.
The WTIC will continue to offer a full-range of
services, including Internet access and a window display area available
for community promotional use. For information on reserving the display
window and to contact the Chicago WTIC call Rebecca Fischer at
312/332-7274, fax 312/332-0078 or e-mail Rebecca at
rfischer@tourism.state.wi.us.
Governor Thompson gives Tourism budget needed boost
Governor Thompson recently signed into law the state’s budget adjustment bill increasing the Department’s promotional budget to $9.2 million for fiscal year 1999.
The additional $1.5 million will be targeted to the increased seasonal advertising including spring, niche marketing opportunities, inquiry fulfillment and expanded JEM grant program opportunities.
Thank you to Governor Thompson who continues to help us better market to and serve our customers and to the industry whose efforts helped show how an increased budget will help keep Wisconsin a top vacation destination.
All aboard to Wisconsin
The Department of Tourism is making tracks this summer with an eye-catching marketing vehicle. Two cars on Amtrak’s Hiawatha train, which travels between Milwaukee and Chicago, are transporting a Wisconsin tourism message with a scenic image of the state and copy that reads "The Wisconsin Getaway Express. With Stops in Peace, Quiet & Euphoria." This line, along with the 800 number, stream across both sides of the passenger cars. A third car will carry an advertisement for the Milwaukee Brewers, with whom the Department partnered to purchase the train advertising.
This is the first time a train on the route between Milwaukee and Chicago has been "wrapped" with a special design.
In addition to reaching thousands of people at the Amtrak stations in Milwaukee and Chicago and at stops along the route, the train will also serve as a traveling information center. Information about upcoming Wisconsin events and attractions will be announced by the conductor and publications will be available on board. On special runs, tourism representatives will be on board to talk up their area and events. The Department also plans to conduct an on-board trivia contest.
The train wrap fits into the Department’s
summer in-season marketing strategy designed to extend a message
encouraging last-minute travelers to choose Wisconsin as their vacation
destination further into the summer season.
Briefly...
AUF WIEDERSEHEN A fond farewell goes to former International and Motorcoach Marketing coordinator Beth Rammer. Beth has enrolled in the International School of Business at the University of South Carolina. Her studies will focus on the German market and economics and will earn her a Masters of International Business. Beth has done a fantastic job with the international and motorcoach program and will be missed. Her last day with the Department was June 5th.
• • •
MOVING UP Sue Hamilton has joined the Bureau of Marketing as the new marketing research specialist. Her primary responsibilities will include defining internal research projects, methodologies and data analysis, coordinating the Department’s customer database mailing lists and developing a resource research library. She begins her new duties on July 6.
Sue’s tourism experience includes her positions as the Research Coordinator at the UW-Extension Tourism Research and Resource Center and most recently, in the Department’s Bureau of Media & Industry Services where she coordinated the monthly calendar of events and provided assistance to the tourism consultants.
• • •
WELCOME Kathy Hakim joined the Department in May as a technical support professional. She is responsible for the Department’s technology education and customer support. Kathy has been with the State of Wisconsin for more than 22 years. Her most recent position was with the Department of Revenue as a budget analyst and IT support provider.
• • •
SUMMERHELP The Department has two interns on board for the summer through the Summer Affirmative Action Intern Program. Keishon Hayes is assisting in the Marketing and Media and Industry Services Bureaus and Kelly O’Loughlin is working with the Film Office and the Bureau of Administrative Services. They are each proving to be a great asset to the Department and will be missed at summer’s end.
• • •
A ROOM WITH A VIEW The 1999 Governor’s Conference will be held in Lake Geneva from March 7-9, at the Grand Geneva Resort & Spa. If you weren’t one of those people who left the 1998 conference and immediately ran to the nearest phone to book for ‘99, you no longer have the option of making a hotel reservation at the Grand Geneva Resort – they are booked.
But, never to fear, there are two other, wonderful choices for your stay in the Lake Geneva area. The Cove, is located on the shores of Lake Geneva. The cost of a suite at The Cove is $75.00 based on double occupancy. The Harbor Shores, located in the heart of downtown Lake Geneva, is $65.00 based on double occupancy. Please call Dawn Aspenson at (608)266-3978 if you have any questions regarding the 1999 Governor’s Conference on Tourism or need other accomodation information.
• • •
TAKES A LICKIN’, BUT KEEPS ON TICKIN’ Secretary Speros is well on the road to recovery and back in the office following heart bypass surgery on May 11th. The corrective surgery follows a similar operation performed on Moose two years ago. Thanks to all those who sent Moose their well wishes.
• • •
DANKE, GRACIAS, MERCI BEAUCOUP
A big thanks to everyone involved in making the Pre-Pow Wow Golf
Challenge, Pow Wow ’98 and the ‘98 Pow Wow Post FAM Tours a collective
success. The industry really worked together to take advantage of this
opportunity to showcase Wisconsin to the world.
WACVB Fall Conference on Tourism Nov. 16-17
Tourism professionals from across the state will gather at the Eau Claire Ramada Inn November 16 & 17, for the 5th annual Wisconsin Fall Conference on Tourism.
Sponsored by the Wisconsin Association of Convention & Visitors Bureaus, this year’s conference will focus on packaging and partnering for destination marketing organizations and tourism-related businesses. From keynote speakers to roundtable discussions with some of tourism’s most innovative professionals, the Fall Conference is the perfect opportunity to prepare for the year ahead.
The Wisconsin Tourism Trailblazer Awards, sponsored by Wisconsin Trails magazine, will again recognize the best of Badger State tourism marketing and customer service in both the public and private sectors.
Representatives of the Department of Tourism will also be on hand to discuss the changes in the JEM grant program for FY 99 and the state’s evolving marketing campaign.
Conference registration forms will be in the mail in August. For more information or to receive additional registration forms, call the WACVB Office at 608-271-9990.
Keepin’ them coming…
As relaxing as summer can be (for visitors, that is), we don’t want travelers to become lax in planning their Wisconsin vacation. In order to reach those last-minute planners and drive mid-week traffic, the Department is extending its summer campaign into the heart of the season highlighting rural and urban vacation opportunities in the media mix.
The summer campaign will continue to encourage visitors to indulge in much-needed stress relief by visiting Wisconsin’s breathtaking woods and waters, or by taking in a professional game, strolling through a zoo or museum, playing a round of golf or dining at a great restaurant in one of Wisconsin’s metropolitan settings.
The concept of extended weekends and mid-week getaways will be targeted to families, couples and groups of friends.
Ads on Minneapolis, Madison, Chicago and Milwaukee radio, the Milwaukee Brewers Radio Network and in newspapers will run through August. A Minneapolis radio promotion and overall publicity will highlight statewide events and activities. The Department will also be advertising on the Weather Channel’s Web site, Chicago bus sides and on the Milwaukee-Chicago Amtrak train.
Summer will go fast, and we want to make sure travelers get here to enjoy it – and then, come back.
...from summer to fall
The falling leaves are just around the corner. One of the best ways to see the fall foliage is by taking a Wisconsin walk — on a state park trail, a city walking tour, a golf course, along a row of antique shops or just about anywhere.
Walking and other fall activities and events will be featured throughout the Fall Sampler, a highlight of the fall campaign for the fifth year. Our outstanding fall product will also be reinforced on Chicago bus sides, during radio traffic report updates and a Minneapolis radio promotion and through publicity.
The campaign will also promote the Department’s Web site where visitors will be able to enter a contest. In addition, Wisconsin will continue its presence on the Weather Channel Internet site and be highlighted on key market newspaper Internet sites.
In 1997, travelers spent $1.5 billion in fall – a 4% increase over 1996. Although it’s a short season, we pack a lot of color – and a lot travelers – into it.
Destination Marketing JEM grant applications now available
Application materials for the new Destination Marketing Joint Effort Marketing (JEM) grant category are now available through your consultants or Brian Gross at 608-266-6755 or bgross@tourism.state.wi.us. The new category is designed to stimulate projects that equitably serve an area in brand marketing. The first application deadline is September 1. Total annual funding available through Destination Marketing is $300,000, with a maximum of up to $20,000 per award. The maximum award per application for events promotion is $21,000. The maximum for one-time one-of-a-kind applications is $15,000.
In other JEM news…
The Department took your advice and re-designed JEM grant applications, making them more user-friendly. Each category has its’ own application and cover sheet summarizing the choices to ensure you select the category most suited to your needs. The consultants are also available to help with the application process and provide direction as you construct your JEM program.
’97 – A popular year for JEM…
The Department of Tourism was proud to award 40
JEM grants to local organizations and communities to help promote events
and advertise sales promotions during fiscal year 1997.
Nation’s Capital meets Wisconsin
At a recent reception in our Nation’s Capital, Gov. Thompson urged nearly 200 Washington D.C.-based meeting planners to bring their future meetings and conventions to Wisconsin.
Washington D.C. is home to many national associations that hold meetings and conventions throughout the nation.
The reception, hosted by the Governor and co-sponsored by the Department and tourism industry representatives, was held in conjunction with the opening of the Smithsonian Folklife Festival featuring Wisconsin.
Organizers capitalized on the event to kick off the "Think Wisconsin – You Can Plan on Us" campaign geared towards the meetings and convention market. The campaign is designed to promote Wisconsin as an excellent meeting destination because of its new meeting and convention facilities and outstanding hospitality.
The Department of Commerce, Forward Wisconsin and the Wisconsin Housing and Economic Development Authority also participated in the reception promoting Wisconsin as a great place to locate or expand a business.
Promoting our parks
The Department of Tourism and Wisconsin State Parks have formed a strategic marketing committee responsible for enhancing cooperative marketing partnerships that will work to promote our state parks.
The committee will consist of individuals, organizations and businesses that have an interest in the success of state park promotions. The committee’s first goal is to create a marketing strategy that will compliment the Department’s overall marketing plan.
The Department’s Marketing director and Media and Industry Services director will sit on the committee and relay ideas generated to the Leisure Marketing Committee of the Governor’s Council on Tourism.
Wisconsin Film Office reels in another one
The Last Great Ride", starring Ernest Borgnine and Eileen Brennan, is filming in Kenosha, Burlington, Twin Lakes and Milwaukee through early July. The family-oriented movie about a young boy who visits his grandmother in Wisconsin for the summer, is being produced by Kenosha businessmen Jim Kreutzer, Randy Moles and Gary Starr.
Kreutzer’s credits include the 1995 release of the Wisconsin-based production "Fever Lake" and the 1996 production "Just Right" which is slated for big screen release on September 18.
The Wisconsin Film Office was instrumental in helping secure the stars and shooting locations for "The Last Great Ride" and providing continuing assistance throughout the project.
Best of showcase
The sun shone brightly, the Capitol Square was full of people and vacation guides were gone in record time. The 1998 National Tourism Week Industry Showcase held May 5 in Madison gave more than 50 organizations a chance to show-off to thousands of visitors.
Congratulations to the top booths as voted on by travel journalists from the Milwaukee Journal Sentinel and Wisconsin Trails: Fond du Lac CVB – Best Entertainment; New Glarus Chamber of Commerce – Best Spirit; Black River Falls Chamber of Commerce – Best Costumes.
Winners were presented a Sesquicentennial medallion donated by the Wisconsin Festivals and Events Association.
