TOURISM TODAY
July/August 1999
Gearing up for a peak fall tourism season
The Department’s fall campaign will continue to bolster the booming fall tourism season in Wisconsin. Last year, fall travelers spent $1.7 billion, a 15 percent increase over 1997 and an 18 percent increase since 1996. During this period, fall produced the fastest growth rate of any season.
Following on the success of previous years, the Fall Sampler will again be the main focus of the Department’s fall advertising campaign. The booklet will highlight a sample of ways to enjoy the season including: road tours, festivals and events, hiking and biking trails, train and boat excursions, and views from above.
The Department will print 2.5 million Fall Samplers this year to be inserted into the Chicago Tribune Sunday Magazine (800,000), Midwest Living Magazine (804,300), Minneapolis/St. Paul Magazine, Minneapolis Star Tribune and St. Paul Pioneer Press (600,000), Wisconsin Trails Magazine (50,000) and Wisconsin Natural Resources Magazine (105,000). Remaining copies will be available at the Wisconsin Travel Information Centers and for other fulfillment.
The Department will promote events and fall color updates on radio traffic report sponsorships in Milwaukee, Chicago and the Twin Cities and four color newspaper ads will be placed in these markets as well.
Fall publicity efforts include media kits that feature auto tours, an event round up, the chemistry of why leaves change color, a highlight of food festivals, and information on the fall color hotline, 800 number and Web site. The Department’s Web site will also highlight fall travel.
In addition, Sec. Speros will travel to top Wisconsin TV markets to promote fall travel on local newscasts.
Advertising, Boelter & Lincoln named Department’s new agency
Advertising, Boelter and Lincoln (AB&L) of Milwaukee and Madison is the Department’s new advertising and public relations agency of record. The agency was awarded the contract following a state bidding process. The contract is for one year with the possibility of extending it annually for four additional years.
The Department, AB&L and the Department’s previous agency, Laughlin/Constable, are working together to make the transition between agencies a smooth one. During the transition period, questions regarding the co-op advertising program, should be directed to Diane Liebe, now with AB&L, at 414/271-0101, ext. 126. For other advertising questions, contact Winfield MacDonald at 608/266-8045 or wmacdonald@tourism.state.wi.us. Public relations questions should be directed to Krista Elias at 608/267-3773.
Setting up shop across the border
The Department of Tourism plans to open a Wisconsin Travel Information Center in the Mall of America in Minneapolis this fall, pending funding approval from the State Legislature.
The Mall of America welcomes 600,000 to 900,000 visitors per week and has more visitors per year than any of the top five U.S. tourism attractions.
In addition, research shows that Mall visitors are more affluent than the general public and are a strong target audience for tourism. The Mall also attracts a large international audience. More details about this exciting venture will be featured in the next Tourism Today newsletter.
WTIC-Superior moving this fall
The Wisconsin Travel Information Center (WTIC) in Superior is moving back to its former location in the Department of Transportation’s wayside facility on Hwy. 53, south of Superior.
The center will be located on an inbound highway allowing the WTIC to serve more customers entering the state.
The WTIC-Superior will open its doors September 3. The center will feature a special display that highlights the area’s shipping history and, as always, friendly staff and plenty of Wisconsin travel information. When you are in the area, make sure to visit the new center and say hello to Tammy and the staff.
Thanks to the Superior Chamber of Commerce for their invaluable partnership throughout the years.
Joint promotion highlights Wisconsin milk & B&Bs
The Wisconsin Milk Marketing Board (WMMB), the Wisconsin Bed and Breakfast Association (WBBA) and the Department of Tourism recently teamed up for a special June Dairy Month promotion.
Through the month of June, WMMB ran a sweepstakes which offered six top prizes of a Bed and Breakfast getaway complete with dinner and local attraction tickets. Fifty second-place prizes, a gift basket filled with products unique to summer in Wisconsin and, of course, a B&B directory, were also awarded. A special recipe brochure featuring wonderful breakfast recipes from state B&Bs will be mailed to all contestants just for entering.
To enter, participants registered by mail, in their favorite grocery store, or at any of the 12 Wisconsin Travel Information Centers.
The Department helped publicize the promotion through metro and shadow traffic radio. The June promotion was also publicized through free standing inserts (FSI) in several Wisconsin and Northern Illinois newspapers.
New DNR license system arrives at WTICs
The Department is pleased to partner with the DNR to offer customers access to the new Automated License Issuance System (ALIS) at several Wisconsin Travel Information Centers (WTICs).
The systems are operating at WTICs in Chicago, Kenosha, Beloit, La Crosse and Hudson. ALIS allows customers to purchase DNR hunting, fishing and boating licenses via an automated system, avoiding the timely paper application process and allowing WTIC staff to help customers more efficiently.
Last year, the Chicago, Kenosha and Beloit WTICs sold more than $255,000 worth of DNR licenses to customers.
Tourism budget moving through Legislature
The Department’s budget request made it through the first portion of the budget process with a few modifications.
On the positive side, the Joint Committee on Finance (JCF) voted to provide the Department with an additional $8 million for promotion, as proposed by the Governor. However, JCF reduced the Department’s current marketing appropriation of $9.2 million by $1.5 million over the next two years. Under the JCF proposal, the Department’s budget would total $12.4 million per year, a $3.2 million per year increase over the existing budget.
Additional JCF modifications require the Department to spend approximately $1.1 million annually for grants and other tourism projects.
The budget is now making its way through the Legislature and is expected to be completed sometime in July. It will then be sent to the Governor for final approval.
New Web address leads to Department information & news
The Department has changed its industry Web site address to travelwisconsin.com/agency. The new address corresponds to the new travel Web site address, travelwisconsin.com, which changed earlier this year.
The industry site is updated daily with information useful for the Wisconsin tourism industry. Visit the site for the Department staff directory, current and archived news releases and newsletters, upcoming industry events, Department marketing and business plans, current economic impact data, Joint Effort Marketing program guidelines, and more. The complete Tourism Marketing and Customer Service Series with Power Point presentation materials are also available on the site.
For more information on travelwisconsin.com/agency, contact Sara Jung at 608/261-8767.
Destination Marketing JEM a success
With one year under its belt, the Destination Marketing Joint Effort Marketing (JEM) Grant Program is a resounding success. In total, the Department awarded $299,319 to 18 groups of partnering organizations for the year.
"All the organizations and communities that participated in the Destination Marketing JEM program demonstrated tremendous initiative and cooperation," Sec. Speros said. "I anticipate the program will generate even more unique regional marketing partnerships as it continues."
The deadline for the next round of Destination Marketing applications is September 1, 1999.
All promotions covered by the next grant round must run after Nov. 28, 1999 – 90 days after the grant submission deadline.
Advertising deadlines apply to event and sales promotion JEMs as well, although JEM proposals are due by the 20th of each month to allow for sufficient reviewing time.
Please contact Sue Hamilton at 608/266-6792 for additional information.
1999 Heritage Tourism Conference set for September 16–18
Forging Partnerships for the New Millennium is the theme of the ninth annual Wisconsin Heritage Tourism Conference to be held September 16 – 18 at the Lake of the Torches Resort Casino & Convention Center in Lac du Flambeau.
This annual statewide conference sponsored by the Wisconsin Department of Tourism brings together historians, preservationists, museum professionals and volunteers, and representatives from the tourism industry.
Partnering organizations participating in the conference are the Wisconsin Federation of Museums, Wisconsin Trust for Historic Preservation, Great Lakes Inter-Tribal Council and the State Historical Society of Wisconsin.
The agenda includes educational and general sessions, roundtable discussions and guided tours of the local area.
Registration materials will be mailed in July. For more information on the Wisconsin Heritage Tourism Conference or the Wisconsin Heritage Tourism Program contact Lee Ann Merrill at 608/266-7299.
Travel itinerary wins national recognition
The Mississippi River Ramble, a travel itinerary developed by the Wisconsin Department of Tourism, was named Best Tour in its category, in the American Journeys contest conducted by Active America.
The winning Wisconsin trip takes visitors along the Mississippi River and through western Wisconsin’s rolling hills on a seven-day, six-night tour and was selected from 128 entries submitted by nationwide tourism organizations. Other regional winners included the New York CVB, Florida’s Space Coast CVB, and the Arizona Office of Tourism.
Active America is an organization dedicated to the promotion of inbound international tourism. American Journeys is a collection of North America’s best travel itineraries that is distributed to more than 2,000 international tour operators, planners and receptive operators.
The Mississippi River Ramble itinerary will also be sent to more than 100 international travel trade editors, used by Northwest Airlines, and featured on Alamo Rent A Car’s Web site (GoAlamo.com) under the "Drive Happy" itineraries. Alamo Rent A Car and Northwest Airlines sponsored the contest.
Governor’s Council on Tourism Member Highlight
Rep. Rick Skindrud
Wisconsin’s famous rolling green hills and valleys surround State Representative Rick Skindrud’s farmhouse in rural Mount Horeb. Born and raised there, today he farms only occasionally between his duties as a legislator and member of the Governor’s Council on Tourism.
Rep. Skindrud represents the 79th Assembly District that includes Mount Horeb, New Glarus, Verona, Blue Mounds and other small communities in south central Wisconsin.
Appointed to the Governor’s Council on Tourism in 1997, he also serves on the Assembly committee on Tourism and Recreation that works to create tourism-friendly legislation.
"Many people don’t realize how much tourism affects their lives in Wisconsin," Rep. Skindrud said. "We are fortunate to have strong partnerships between the industry, lawmakers and communities – they make tourism work in Wisconsin."
As a member of both the Council and the State Legislature, Rep. Skindrud has the opportunity to be a part of tourism decisions in both a state advisory and lawmaking capacity.
"Serving on the Council is one of my favorite jobs," Rep. Skindrud said. "Many ideas first presented by Council members become a reality."
New staff member added to Madison WTIC
Beth Salzwedel joined the Department’s Office of Customer Service in June. Her duties include helping travelers in the Madison WTIC, coordinating the Rotating Exhibits Program, and assisting with literature approvals and call center reports.
Prior to her position with the Department, Beth worked with the Department of Corrections at the Waupun Correctional Institution. She and her husband own two hospitality businesses in Markesan. Beth can be reached at (608) 266-1513.
Development Manual updated with ’98 figures
The economic impact chapter of the Wisconsin Tourism Development Manual has been updated with 1998 information and is now available. The chapter includes a 1998 economic impact summary; 1998 traveler expenditure estimates; traveler impacts on resident income, hotels, motels, resorts, cabins, cottages, condominiums, and campgrounds; seasonal expenditures; 1998 market segment comparisons; and economic impact terminology definitions.
To order a copy that replaces the 1997 economic impact information in your current manual, please contact Chris Haworth at 608/261-6272. The updated information is also available here.
Call for Millennium Tree ornaments
A 70-foot tree from the Rhinelander area will be transported to Washington, DC this holiday season to serve as the official U.S. Capitol Christmas tree.
To give the tree true Wisconsin flavor, Sue Ann Thompson, Wisconsin’s First Lady and Millennium Tree Project steering committee chair, is inviting Wisconsin children and adults to handcraft 5,000 ornaments that will adorn the tree and showcase Wisconsin’s heritage and diverse natural resources.
If you are interested in creating an ornament and would like additional information, please contact Winnie Joos at 715/835-8991. You may also visit the Millennium Tree Web site at www.millenniumtree.org.
