TOURISM TODAY
January/February 1999
Tourism Web site gets a facelift
The Wisconsin Tourism Web site (tourism.state.wi.us) has a new look designed to be more interactive and user-friendly for the thousands of surfers that log onto the site each week. The revised site went online mid-December and provides users easier navigation, more database-driven information as well as seasonal and weekly features that will give them a reason to return often.
"The Internet is a valuable marketing tool for the tourism industry," Department of Tourism Secretary Moose Speros said. "Our updated Web site ensures that we continue to provide top-notch service and hospitality to new and existing customers."
The site’s homepage will highlight Wisconsin’s four seasons with images of the current season along with seasonal travel information. These will change as the seasons change. Other main sections include a travel guide showcasing Wisconsin’s destinations, an activities and attractions listing, links to lodging, camping and meeting planning information and a statewide calendar of events. Throughout the site there are links to the Web sites of Wisconsin destinations, attractions, activities and events. There are also maps and directional information, weekly fall color and snow condition reports, DNR information, road construction information, the ability to request more travel information through e-mail and much more.
Within the next few months, the site will add the ability for Web users to query for specific information, and request tourism publications.
Currently, the Department’s Web site receives about 30,000 visits to its homepage monthly. The Department promotes the site by advertising on targeted Web sites, placing the Web site address in all print advertising and publications and through publicity.
Winter without snow requires proactive tourism industry
By Secretary Moose Speros
Wisconsin has finally recieved some of the white stuff, but for most of the State it’s hardly the snow-covered winter wonderland we would like. During the past few weeks, the Department has been preparing for this situation and has a marketing plan in place that promotes non-snow related activities and events through advertising and public relations. We are also prepared to quickly get the word out when more snow does arrive.
We hope Wisconsin tourism businesses and organizations affected by the lack of snow have also put a no-snow contingency plan into place. Whether it’s changing the focus of your event, offering new activities in your community or at your property or marketing to different customers, it is important to be pro-active in this situation and look for positive alternatives.
The Department looks forward to helping you in this situation through our marketing efforts and the assistance of our consultants. I encourage you to call your regional consultant who can meet with you to brainstorm ideas and inform you of Department programs.
As Wisconsin continues to grow as a year-round tourism destination, it is important that we develop a diverse tourism product that is not solely dependent on weather. As much as we are prepared for snow-covered trails in winter, warm and sunny days in spring and summer and spectacular color in fall, we must also be ready for the times that the weather doesn’t cooperate. We must continue to showcase the product and hospitality our customers have come to expect.
So, here’s to a great winter for Wisconsin tourism - no matter what mother nature brings our way.
Briefly...
Rose Bowling for Visitors: The Department is encouraging tens of thousands of UW Badger backers, and maybe a few UCLA Bruin fans, to experience Wisconsin’s tourism product. To take advantage of the national publicity surrounding the Rose Bowl-bound Badgers, the Department placed a full-page ad in the Rose Bowl souvenir program. The ad depicts an image of boys jumping off a pier with the copy reading "Of Course We Excel in Sports. Most of the State is a Playground."
The Department also sent special Wisconsin sport trivia packages to the ABC-TV sports commentators calling the game, hoping to generate some talk on the international broadcast. The packages promote some of Wisconsin’s famous sport figures and destinations.
STOCK WTICS WITH SUMMER INFORMATION NOW: A December ‘97 to March ‘98 survey of WTIC visitors showed that more than half of those winter visitors were already planning upcoming summer vacations. This means that now is the time to start displaying your summer information. Cross promotion is great way to attract visitors to your area in a new season. For a copy of the 1998 Winter WTIC Survey, contact Sue Hamilton at 608/266-6792 or email at shamilton@tourism.state.wi.us.
Peggy Hoene joined the Department’s Office of Customer Service in October. She assists travelers in the Madison WTIC, coordinates the WTIC exhibit program and is involved in literature approvals and call center reports. Previously, Peggy worked in the DNR’s Bureau of Customer Service and Licensing. You can contact Peggy at 608/266-1513 or phoene@tourism.state.wi.us.
WTIC DISPLAYS PROGRAM OPPORTUNITY: A display/exhibit program is now available to industry partners. Displays and exhibits promoting events, attractions or destinations can be shown in a single WTIC, rotated between regional WTICs or be routed to all WTICs during a year-long run. Contact your area consultant or Peggy Hoene, 608/266-1513, for additional information.
STATEWIDE Radio events UPDATES continue: The Department will continue promoting weekend events on the Wisconsin Radio Network in 1999. Weekly, sixty-second spots are recorded and broadcast on more than 50 WRN affiliates statewide. The spots provide listeners with brief descriptions of events and promote the Department’s 800-432-TRIP number for additional information. Contact Sara Jung for details at 608/261-8767 or sjung@tourism.state.wi.us.
Reuniting in Wisconsin: The Department is hoping to tap into the reunion market with its new Reunion Planner, available to the public in late January. It is designed to help individuals plan a family, class, military or any other kind of reunion in Wisconsin. The publication is based on the 1998 Sesquicentennial Reunion Planner, which was requested by more than 7,000 people via the Department’s toll-free number. A big thank you to the Stevens Point Area CVB for providing the template for the new publication.
Tourism industry to meet for ’99 conference
Everything is set for the 13th annual Governor’s Conference on Tourism, March 7-9 at the Grand Geneva Resort & Spa in Lake Geneva.
The 1999 conference theme, A Strategy for Success in the New Millennium, will present two extraordinary keynote presenters. Monday, Dr. Peter Johnson will talk about The Turbulence of Change, a presentation designed to evaluate current critical challenges, changes and strategic issues facing our tourism industry. Johnson’s morning keynote session will be followed by an afternoon advanced sales program.
Tuesday, T. Scott Gross will present from his latest book Outrageous! Unforgettable Service…Guilt Free Selling and talk about an easy system to get everyone in your organization to sell, sell, sell…and love it!
Other conference highlights include:
Sunday, March 7 – Governor’s Council on Tourism meeting and welcome reception at the "Mountain Top Chalet;"
Monday, March 8 – Sessions on Consumer Trends, Key Account Maximization, and Understanding the Needs of the Tour Operator, Information Marketplace & Taste of Wisconsin;
Tuesday, March 9 – Department of Tourism Showcase, sessions on Special Interest Travel, Understanding Your Meeting Customer, and Internet marketing, Governor’s Reception and Banquet Tuesday evening.
Registration forms have been mailed for the 1999 Conference. If you have not received yours by January 6, or you require additional copies, please call Dawn Aspenson at 608/266-3978.
WACVB names Trailblazer Award winners
The Wisconsin Association of Convention & Visitors Bureaus presented Nancy and Howard Mead with the Wisconsin Tourism Trailblazer Lifetime Achievement Award at the Wisconsin Fall Conference on Tourism in Eau Claire. The award is a way to say thanks for more than 30 years of piloting Wisconsin Trails.
Individual Trailblazer Awards were presented to the Brookfield CVB and the Greater Milwaukee CVB for Outstanding Marketing Campaigns. The Greater Milwaukee CVB also took home the Trailblazer Award for Outstanding Use of Technology-Large Budget for it’s "Everybody’s Talking" talking direct mail campaign. UW-River Falls won the Small Budget Technology Award for its creation of the Kansas City Chiefs Summer Camp Web site.
The Wisconsin Corn Maze was honored in the Outstanding Earned Media category for the national publicity they garnered with their Sesquicentennial attraction. Three organizations were presented with Trailblazer Awards for Outstanding Partnership Development: Classic Inns & Resorts of Wisconsin, State Fair Park and the Waukesha County Tourism Initiative.
Wisconsin attracts global attention at World Travel Market
Department of Tourism marketing director Sarah Klavas, and Chuck Stokke, chairman of the Governor’s Council on Tourism’s International Committee, represented Wisconsin at the annual World Travel Market in London in November.
World Travel Market is the only global event designed exclusively for travel and tourism professionals. It targets international tour operators, travel press and travel agents and attracts more than 43,000 potential buyers annually.
For a copy of the leads generated at World Travel Market, e-mail Sarah at sklavas@tourism.state.wi.us.
Governor’s Council on Tourism Member Highlight
Jim Van Matre
Jim Van Matre loves Wisconsin - but he loves his job even more. Fortunately for him, and many others in the tourism industry, these two loves harmoniously co-exist.
Born and raised on a dairy farm in Darlington, Jim brings more than 30 years of experience to the Governor’s Council on Tourism. He began his career as an UW-Extension Resource Agent and continued in the business as the Vice President of Tourism for the Green Bay Area Visitors and Convention Bureau. Most recently, Jim has built his own business, Tourism and Sports Marketing Consulting Services in Green Bay.
"Helping make tourism development and marketing opportunities a reality is what I like best," Jim said. "People are the key to the success of tourism in Wisconsin and they need to realize the potential of their ideas."
Jim’s business revolves around the development of tourism, including attractions and destinations, although he also conducts seminars on hospitality and has played a major part in the development of sports museums across the country. Currently, he is serving as project manager for the new Great Lakes Forestry Museum in Rice Lake.
One of two original members serving on the Council since it’s creation in 1986, Jim also chairs the Joint Effort Marketing Committee. Jim believes the Council has helped the industry recognize and adapt to societal changes that affect travel.
"When we began, vacationing in Wisconsin was thought of as a cabin in the woods," Jim said. "Some of this feeling remains, but the industry has done an exceptional job of adapting to the ever-changing needs of our traveling public - this is what keeps us on top."
This is the second of a continuing series highlighting Governor’s Council on Tourism members.
Statewide reservation service now available
As of Jan. 1, travelers can conveniently reserve Wisconsin accommodations by logging onto www.lodging-wi.com or calling 1-877/ENJOY-WI (365-6994) to access the Wisconsin Innkeepers Association’s (WIA) new statewide Lodging Reservation Service.
The Internet site and the toll-free reservation call center make it easy for travelers to plan a Wisconsin trip by providing lodging information and room availability free-of-charge and at the customer’s convenience.
Lodging properties interested in being listed should contact WIA at 414/782-2851. To participate, facilities need a computer, Internet access and basic Internet skills, or the ability to contract with a local Internet consultant. WIA membership is not required for inclusion, although sign-up fees will be waived for WIA members.
Hollywood action rolls through Wisconsin
A Simple Plan, which was partially filmed in Ashland and Iron Counties during early 1998, celebrated its Wisconsin premiere at the Bay Theater in Ashland on December 15.
The premiere welcomed the 135 extras and locals who were involved in the shoot along with Sec. Speros and a Paramount Pictures representative. The premiere was followed by a reception at the Depot Restaurant.
Additional Film Office activities included a gala reception and prescreening of Woody Allen’s latest movie, Celebrity, Nov. 10, and the premiere of You’ve Got Mail, starring Meg Ryan and Tom Hanks, on Dec. 14 in Madison.
Both Madison events served as fundraisers for the upcoming Great Wisconsin FilmFest ‘99, slated for April 29-May 2 in Madison.
Memorial to Tommy Bartlett
By Secretary Moose Speros
A few months ago, Wisconsin tourism lost a true pioneer and promoter. Wisconsin Dells’ Tommy Barlett died at the age of 84, 46 years after bringing national and worldwide attention to the Dells’ and the entire state. Barlett was the owner of the Tommy Bartlett Thrill Show and Tommy Bartlett’s Robot World and Exploratory. He also brought to Wisconsin Tom Diehl, another tireless and effective promoter of Wisconsin tourism. Tommy Barlett will surely be missed, but we are fortunate that his efforts to put the tourism spotlight on Wisconsin will continue to shine for a long time.
