TOURISM TODAY

November/December 1998

1999 Governor’s Conference on Tourism

The theme A Strategy for Success in the New Millennium, will drive the agenda at the 1999 Governor’s Conference on Tourism, March 7-9 at The Grand Geneva Resort & Spa in Lake Geneva.

This year’s conference comes complete with a new twist.

Participants may follow one of three specially designed tracks that focus on new marketing tactics and how technology can support marketing efforts. The first track focuses on businesses catering to the leisure traveler; the second concentrates on the meetings and conventions market; and the final track will explore international and motorcoach business.

Conference registration materials will be available in December. For further information on the 1999 Governor’s Conference on Tourism, or to be put on the conference mailing list, please call Dawn Aspenson, 608/266-3978.

Sponsor a Student

You may sponsor a student at the Governor’s Conference on Tourism through the Tourism Career Initiative Award program.

The program is designed to get the industry involved and increase student participation by partnering industry leaders with students attending the Conference.

Share all the Conference knowledge and networking opportunities with a student for $150, which covers registration and a portion of overnight accommodations. For more information, contact Sue Hamilton at 608/266-6792.

Department Sets Its Course for Another Two Years

The Department recently updated its strategic business plan in conjunction with the 1999-2000 biennial budget proposal recently submitted to Gov. Thompson.

The Department’s mission is "To lead the state’s tourism industry in promoting Wisconsin as the top travel destination in the Midwest."

Our vision is "To be the best by offering leadership and guidance to all levels of Wisconsin’s tourism industry so that our current and future traveling customers will reward our efforts and an extraordinary future for Wisconsin will be guaranteed."

To help achieve our vision, the Department identified five goals:

1. Deliver creative marketing strategies that stimulate travel to Wisconsin.

2. Provide the latest technology, quality information and exceptional service to all our customers.

3. Drive the development and growth of Wisconsin’s tourism economy.

4. Facilitate committed partnerships with stakeholders to develop and accomplish goals for Wisconsin tourism.

5. Represent and advocate on behalf of the Wisconsin tourism industry creating opportunities for the industry to be a leader.

The Department uses the strategic business plan as a guide when making marketing, industry relations, legislative affairs and other business decisions. If you would like a copy of the complete plan, contact Debbie Heiser at 608/261-8212 or dheiser@tourism.state.wi.us. The plan is also available on the Department’s agency Web site: tourism.state.wi.us/agency

Briefly...

Lakeisha Jones joined the Department’s marketing bureau in September. She is responsible for coordinating the Joint Effort Marketing Program and also assists in special events planning. Sue formerly worked as a reporter for The Clarion-Ledger newspaper in Jackson, MS and The Sun Herald in Biloxi, MS and holds a Bachelor’s Degree in Journalism from the University of Southern California.

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Debbie Heiser has been with the Department since mid-September as the Bureau of Media and Industry Services program assistant. She provides clerical support to the bureau, is responsible for maintaining and updating the calendar of events database and for producing the monthly statewide calendar of events updates. Prior to joining the Department staff, Debbie worked for the UW Children’s Hospital. You can contact Debbie at 608/261-8212 or dheiser@tourism.state.wi.us.

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Summer Urban In-Market Research Findings
The Department’s research team was out in the field again this summer surveying leisure travelers in our larger metropolitan areas of Milwaukee, Madison, the Fox Cities and Green Bay. For a complete copy of the Summer Urban In-Market Research report, contact David Scheler at 608/261-8187 or dscheler@tourism.state.wi.us.

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Tourism Development Manual updated
The revised Tourism Development Manual is hot off the presses and available to Wisconsin tourism businesses and organizations. This guidebook is full of information specifically designed to assist communities that want to increase tourism or initiate a tourism development program. The manual provides information on Department services, its new strategic marketing plan, 1999 co-op advertising opportunities, tourism trends and analysis, and the new educational series.

To receive a copy of the Tourism Development Manual, please call Debbie Heiser, 608/261-8212, or your area tourism consultant.

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On-Line Education The Department of Tourism’s Marketing 101 educational series is now available on-line at tourism.state.wi.us/agency.

The courses assist businesses in the marketing and operational aspects of tourism including: Getting To Know Your Customers Better – A Guide To Market Research; Developing Your Advertising Plan; Creating And Buying Advertising – How To Put Your Advertising Plan Into Action; and A Guide To Public Relations. For a hard copy of the courses, contact Debbie Heiser at 608/261-8212 or dheiser@tourism.state.wi.us

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WACVB Fall Conference – Nov 16 & 17 There is still time to register for the 5th annual Wisconsin Fall Conference at the Eau Claire Ramada Inn, November 16 & 17.

This year’s conference will focus on packaging and partnering for destination marketing organizations and tourism related businesses. For more information call the WACVB Office at 608-271-9990.

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!Viva Wisconsin! creators honored John Torres, president of Torres & Company, and Jose Jurado, president of Midwest Digital Communications, received the 1998 Governor’s Minority Business Entrepreneur of the Year Award for their work on the Department’s Hispanic publication, !VIVA WISCONSIN! The award was presented at the Multicultural Marketplace on September 24.

Guide encourages planners to Think Wisconsin

Think Wisconsin - the 1999 Guide to Wisconsin Meetings and Conventions made its inaugural appearance at the Incentive Travel and Motivation Exhibition in Chicago in October to rave reviews.

Initially designed as a 68-page guide supported by advertising, the meetings and convention fulfillment piece ended up as a 110-page guide, far exceeding all expectations.

"The success of advertising in this new guide reinforced our committee’s belief that Wisconsin is ready for the next step in promoting our state as a premier meetings & convention destination," Bill Hanbury, chair of the Governor’s Council on Tourism Meetings & Conventions subcommittee said.

Think Wisconsin will be distributed via trade shows and direct mail. The guide will be fulfilled by the Department through a new 800 number, 1-877-MEETWIS, and through WACVB’s newly developed Web site (www.thinkwisconsin.com).

The Think Wisconsin campaign is a joint effort between the Wisconsin Association of Convention & Visitors Bureaus and the Department of Tourism.

Premiere spotlights Wisconsin Film Fest

A gala pre-screening of Woody Allen’s new movie, Celebrity, on November 10 in Madison kicks off planning for the Great Wisconsin Film Festival.

The event, hosted by Governor Thompson and sponsored by the Wisconsin Film Office, will serve as a fundraiser for the upcoming Great Wisconsin Film Festival which is slated for April 29-May 2, 1999 in Madison. Celebrity will open nationwide on November 20. Anyone interested in sponsoring the film festival or attending the premiere should contact Dawn Aspenson at 608/266-3978.

Bring on the snow, La Nina

The Department’s winter advertising and public relations campaigns are a flurry of great winter travel messages and images.

Travelers in target markets will see seven new winter ads that promote family fun, romance, relaxation, and beautiful scenery. The Chicago Tribune, Minneapolis Star Tribune, St. Paul Pioneer Press, and Milwaukee Journal Sentinel will feature the new winter ads in the Travel and Main News sections from November to February.

This season’s direct mail carries the message, "Winter Travelers Advisory: Go To Wisconsin."

Traffic radio sponsorships in Milwaukee, Minneapolis, and Chicago will highlight statewide events and activities and Wisconsin’s winter message will appear in train stations and on billboards and busses in Chicago, and on billboards and illuminated bus shelters in Minneapolis. On-line advertising is also planned.

"What you don’t know about Wisconsin winters" is the season’s PR campaign theme.

News releases and the Department’s seasonal Web site section highlight Wisconsin’s outdoor and indoor winter activities. The media will receive Wisconsin Winter Survival Kits to generate talk and provide focus during on-camera interviews. A radio trivia contest will award winter-savvy listeners with travel packages and a snowmobile media fam tour is also planned.

In anticipation of a snowy season, a portion of Gov. Thompson’s $1.5 million increase to the Department’s promotional budget is slated to get the word out when the white stuff starts flying.

Motorcoach industry rolling into Wisconsin

Wisconsin will be in the motorcoach industry spotlight December 6-11 as Milwaukee hosts the American Bus Association’s (ABA) annual convention. The Department of Tourism has been a strong partner in bringing the convention to the state, and committing funding and staff hours to promote the event over the past three years.

The state will show off its hospitality to more than 2000 motorcoach and tour operators on December 7, when the Department hosts a "Wisconsin State Fair" reception. From cream puffs to custard to the Cheese League, convention delegates will get a true taste of Wisconsin throughout the evening. Wisconsin State Fair Park joins the Department in sponsoring the event.

ABA is one of two national motorcoach associations. Its annual convention attracts individuals from throughout North America. Motorcoach travel is expected to bring $12 million to Wisconsin in 1999.

Industry, WTF back Unified School Start

The Tourism Industry has been making strides in its efforts to establish a post September 1 start date for Wisconsin public K-12 schools.

The school start bill came close to passage during the last legislative session, however it was referred back to committee for further review. As a result, the Legislature has appointed a committee to further discuss and seek public input on the issuse.

In addition, the Wisconsin Tourism Federation (WTF) has asked Gov. Thompson to consider a proposal in the 1999-2001 biennial budget that would require schools to start classes after September 1.

Governor’s Council on Tourism Member Highlight

Cheryl Zaug

Armed with a lifetime of customer service experience and a master’s degree in business administration, Council member Cheryl Zaug has found that her true passion is tourism.

As manager and co-owner of the Country House Resort in Sister Bay, Cheryl brings that passion, and a rural, hands-on perspective, to the Governor’s Council on Tourism.

"Working with the Council allows me to step back and look at the big picture of Wisconsin tourism," Cheryl said. "Our state has a diverse tourism product and that requires creative strategies and a willingness to promote the entire package rather than a specific type of destination."

Cheryl was appointed to the Council in 1996 and was recently re-appointed for a three-year term. She is a member of the Council’s Leisure Marketing and Legislative committees and believes her Council involvement has helped connect local and state tourism issues.

Cheryl serves as the president of the Door County Chamber of Commerce, a Wisconsin Innkeepers Association board member and a member of the Governor’s Council on Natural Resources. Her daily responsibilities revolve around managing the 46-room and suite Country House Resort where she does everything from mowing the lawn and cleaning guestrooms, to supervising staff and developing marketing strategies.

"I’m proud to represent a region of Wisconsin that is largely comprised of small businesses," Cheryl said. "This appointment has allowed me to realize, and witness, the benefits of cooperation between local organizations and the state."

This is the first of a continuing series highlighting Governor’s Council on Tourism members.

Heritage tourism seeks new projects

In July 1999, up to two new projects will be selected into the Wisconsin Heritage Tourism Program. Successful applicants are eligible to receive a maximum of $40,000 in matching funds over a two-year period to facilitate area heritage tourism.

Organizations and communities interested in developing a heritage tourism project are encouraged to attend an application workshop December 10 at the Stevens Point CVB Visitor Information Center from 1-4pm. Department staff and heritage tourism site project managers will be available to answer questions.

To request application materials or register for the workshop contact Lee Ann Merrill, at 608/266-7299 or lmerrill@tourism.state.wi.us.

New statewide snowmobile map available soon

An all-new edition of the Wisconsin Snowmobile Trails Map will be ready to go in mid-November.

The map plots Wisconsin’s corridor trail system – the major north-south and east-west trails that traverse the state - that allows snowmobilers to travel long distances, point-to-point.

The map is designed like a highway map, measuring 22'' x 34'' and folding to pocket-size. It includes a telephone index to nearly 100 Wisconsin tourism communities and county-by county snowmobile trail map contact information.

The Department will print 100,000 copies of the map, which is sponsored, in part, by the Bombardier Corporation, manufacturer of Ski-Doo snowmobiles.

Destination Marketing JEM grant deadline is April 1

The Destination Marketing JEM category stimulates projects that equitably serve an area in image or brand marketing. Campaigns may be aimed at individual travelers, group/motorcoach travelers, and convention/meeting planners and promote shoulder-season travel. The total annual funding available totals $300,000, with a maximum amount of $20,000 per award.

The next application deadline is April 1. Contact your consultant or Sue Hamilton, 608/266-6792, for application materials.

The Department awarded more than $150,000 to help promote nine destination marketing projects in the first Destination Marketing JEM grant round this September.