TOURISM TODAY
March/April 1999
National Tourism Week May 2-8
The Wisconsin tourism industry will celebrate National Tourism Week, May 2-8, with a host of activities throughout the state. The week showcases the economic strength and growth of Wisconsin's tourism industry and provides an excellent opportunity for local communities and attractions to boast their products and services.
Wisconsin Tourism Day - May 4
Tourism Day 1999 is taking on a new focus to give industry members additional opportunities to visit with lawmakers and raise the legislature's awareness of the impact the tourism industry has on the state and local economies.
The Department will be encouraging and helping to coordinate legislative visits with lawmakers on Tuesday. These visits will provide opportunities for community representatives to meet one-on-one with their lawmakers to discuss local and statewide tourism issues. The Department will also host an early evening reception at which the industry and legislators can meet to socialize and celebrate the continued success of Wisconsin tourism.
This agenda will allow tourism representatives to commemorate National Tourism Week by participating in legislative initiatives in Madison on Tuesday, and still be in their own communities to promote local tourism during National Tourism Day on Wednesday.
Celebrate!
Don't let National Tourism Week pass by without planning something special in your community. Here are a few ideas:
Sponsor a seminar on your community's heritage at an historical attraction for tourists.
Schedule appointments to discuss tourism issues with the editorial boards of local newspapers.
Plan a trivia contest with prizes. Coordinate the contest with local newspapers, radio, and TV stations.
Work with local hotels to pick a "Tourist of the Day" each day during National Tourism Week. Give them a basket of goodies or treat them to dinner.
Print National Tourism Week coupon booklets for local businesses to distribute. Dedicate one page to thank visitors for their business and how their tourism dollars make your community a better place to visit.
Contact your area consultant or Travel Industry of America for more ideas on how to celebrate this important week in your community.
WTIC Activities
Wisconsin Travel Information Centers will commemorate the week with various activities including visits from local attraction representatives, school group tours, special displays, live radio broadcasts, contests, giveaways and Wisconsin-made treats to attract visitors and showcase the importance of tourism in Wisconsin.
Visitors to the 12 Wisconsin Travel Information Centers will also have the chance to enter a contest to win passes to Wisconsin attractions in a special Tourism Week sweepstakes promotion.
Classroom Program
The Department of Tourism will again send special Tourism Week classroom packets to all Wisconsin fourth grade teachers.
This year's packet highlights Wisconsin agriculture and rural touring opportunities. The Wisconsin Reader will contain an article on the state's milk and cheese production and cranberry growing. Other topics include visiting farms, picking your own produce, and visiting a sugarbush to see the steps in making maple syrup.
Teachers will also receive a list of classroom activities and a letter to parents that suggests ideas on agriculture-related books and family outings.
Governor's budget great for tourism
Demonstrating his continued commitment to the Wisconsin tourism industry, Governor Thompson has proposed an $8 million increase in the Department's marketing dollars over the 2000-2001 biennium.
The additional promotional funds will allow Wisconsin to remain competitive with tourism organizations in surrounding states and enable the Department to build upon its marketing and promotional efforts.
The tourism industry will also benefit from a proposal that provides development funds from state gaming compact dollars to tourism-related businesses affected by casino gambling. The Department of Tourism will work with the Department of Commerce on the eligibility requirements and the selection process of the program.
The governor's proposed budget also gives the Department the authority to protect its customer information from open records requests. The proposal protects customer privacy and prevents direct marketing firms from obtaining Wisconsin customer information at no cost.
The proposals were part of the governor's budget that was submitted to the legislature on February 16.
Briefly...
DNR has new hunting and fishing license system Wisconsin tourism businesses that currently sell or are interested in selling Wisconsin hunting and fishing licenses should be aware that the Department of Natural Resources implemented its new Automated License Issuance System (ALIS) in March. More than 1,100 sales locations were expected to be equipped by mid-March with the new system. The system is designed to streamline the sales process and greatly reduce the paperwork involved in the prior system. Additional information on the system is available by contacting the DNR at 608/266-2621.
WBBA hosts Midwest B&B Conference The B&B Association of Wisconsin will host the Third Midwest Regional Bed & Breakfast Conference and Trade show April 18-20 at the Lake Lawn Lodge in Delavan. "Inn To The Future, Treasuring The Past" is an opportunity for aspiring and seasoned B&B operators to hear from internationally renowned speakers, visit vendor and exhibitor booths, network with hundreds of innkeepers from throughout the Midwest and tour area B&Bs. It's also a great chance to enjoy some time away from your inn with other industry professionals. For more information and registration materials contact Kris Ullmer with WBBA at 715/539-WBBA.
Heritage Tourism Grant deadline approaching The deadline to apply for a Heritage Tourism Grant is July 2, 1999. Under the current grant program, up to two area projects are selected every two years. New projects are eligible to receive $40,000 in matching cash funds over a two-year period. For more information or to request application materials, contact Lee Ann Merrill at 608/266-7299.
Wisconsin to celebrate Historic Preservation Week "Illuminating the Past" is the theme for the 1999 Historic Preservation Week, May 8-16. This annual event is a statewide celebration of Wisconsin's rich architectural heritage. Wisconsin's Historic Preservation Week provides a unique opportunity to highlight your community's historic landmarks - from a walking tour or 5k race through an historic district to workshops on researching a building's history, the celebration possibilities are endless. For more information on Wisconsin Historic Preservation Week, or for a brochure to assist you in planning an event, contact Rick Bernstein, State Historical Society, at 608/264-6506.
Department to share its Gemuetlichkeit
Wisconsin was represented at the International Tourism Bourse (ITB) in Berlin, Germany March 6-11 through the Great Lakes of North America (GLNA). ITB is the largest travel/trade show of its kind in the world. GLNA representatives, including Department of Tourism consultant Ruth Goetz, met with companies interested in sending groups and individual travelers to the Midwest. Leads and information are available to industry partners.
travelwisconsin.com
The Department of Tourism has changed its Web site address to travelwisconsin.com. The new address replaces tourism.state.wi.us and is designed to be more memorable for users. The new address is being promoted through the Department's traditional promotional avenues, including television, newspaper, radio and outdoor advertising as well as in all publicity materials and publications. The new address is yet another step in the Department's efforts to build its Internet presence. In January, the Department unveiled its re-designed Web site and continues to make the site more interactive and user friendly.
Senate gives Moose the thumbs up
Moose was confirmed unanimously by the Senate on a 33-0 vote to continue serving the state as Wisconsin Department of Tourism Secretary.
The confirmation is a sign of respect and confidence our state leaders have in Sec. Speros to run the Department of Tourism and help grow the industry in Wisconsin. We extend our congratulations to Moose.
Agency secretaries are appointed by the governor. Concurrence of appointments is required by the State Senate.
888-WI-PARKS makes booking a campsite a snap
Wisconsin vacations just keep getting easier and easier to plan. Beginning April 15, campers can book a state park campsite by calling 888-WI-PARKS (888-947-2757), the toll-free number for Wisconsin's new one-stop campsite reservation call system.
The Parks Automated Reservation Reporting Centralized System (PARRCS) allows campers to reserve a campsite over the phone, months in advance, or days before arrival, without the hassle of filling out and mailing in paper forms. In addition, site-specific reservations, site confirmations and alternate site requests can be made right over the phone.
PARRCS's will operate Monday-Friday, 9am to 10pm, and on weekends and holidays from 9am to 6pm (CT). Callers will reach a live operator who will guide them through the reservation process. Visa and MasterCard will be accepted. A $9.50 reservation handling fee will be charged.
An on-line reservation system should be available by June. Call 608/266-2181for more information on PARRCS.
Spring/summer publications in-house and on-time
Wisconsin's new spring and summer tourism publications are rolling into the Department's warehouses in Madison and La Crosse on schedule.
The new 1999 Wisconsin Spring/Summer Event & Recreation Guide arrived just in time to debut at the Chicago Sport Show, held January 23-31. The Event & Recreation Guide is one of the publications that will be featured this season at sport shows in St. Louis, Chicago, Milwaukee and Minneapolis. It includes the calendar of events from April 1 through September 30, as well as a line-up of recreational resources: canoeing, waterfalls, boat tours, lighthouses, etc. The Department printed 300,000 copies for 1999.
The Department also printed 370,000 1999 Spring Samplers. The majority of the samplers will be inserted into Wisconsin Trails Magazine, Midwest Living and the Milwaukee Journal Sentinel. The remaining 50,000 will be used for direct fulfillment and in the Wisconsin Travel information Centers. The 16-page sampler features a green, fresh, "springy look" with plenty of suggestions for spring touring. The piece was designed in-house with editorial copy by Laughlin/Constable.
Two additional publications are in the summer pipeline: the second edition of the Wisconsin Adventure Vacation Guide and the Department's all-new blockbuster publication The Wisconsin Fishing Guide. Both are set for release on or about May 1.
Governor's Council on Tourism Member Highlight
Kelli Trumble simply loves the tourism industry. In fact, from an early age she knew she wanted a career in this business. Today, with more than 25 years of personal and professional tourism experience, she owns Image Link, a marketing consulting firm, serves on the Governor's Council on Tourism, and is chair of the Leisure Marketing Committee.
"My passion for the industry drives my commitment to help expand and enhance Wisconsin tourism through my business and the Council," Kelli said.
Tourism is a way of life for Kelli who was born, raised and continues to work in Wisconsin Dells. Kelli worked summers as an Upper Dells boat tour guide while earning a UW-Madison journalism degree with an emphasis on advertising and public relations.
Kelli continued to develop her tourism and business savvy as executive director of the Wisconsin Dells Visitor and Convention Bureau from 1985 to 1995. She then focused on Image Link.
"With Image Link, I help clients wow their customers with world-class service by encouraging them to examine their image from the guests' perspective," Kelli said.
Image Link takes Kelli across the state and nation where she sees a wide range of challenges and success stories in an ever-changing environment. Kelli brings this valuable perspective to the Council.
"It's important to plan for the future and have a vision for change," Kelli said. "By looking at Wisconsin's competition and changes in consumer lifestyles, the Council will work together to enhance visitors' travel experiences and plan wisely for the future of Wisconsin tourism."
Getting the word out
Through the Wisconsin Travel Information Centers (WTICs), the 1-800/432-TRIP phone number, e-mail and consumer shows, the Wisconsin travel message reached millions of potential visitors in 1998.
More than 2.8 million publications were distributed and nearly 300,000 individual packets of information were mailed.
The Department handled more than 274,000 phone inquiries, 5,800 e-mail inquiries, 21,000 mail inquiries, and 54,000 customer requests for publications from magazine ads or direct mail postcards.
Walk-in traffic at all WTICs increased more than 6 percent, serving approximately 1.2 million customers - not including bus groups or school children.
The consumer show program placed Wisconsin in front of more than one million show attendees from the Department's core markets.
Moose to Chair Great Lakes of North America
Department of Tourism Secretary Moose Speros has been named chair of the Great Lakes of North America (GLNA) for a one-year term. GLNA is an international marketing organization that positions the Great Lakes region of the Midwest as a travel destination.
GLNA was established in 1990 as a tourism initiative of the Council of Great Lakes Governors. GLNA members include state travel and marketing directors from Illinois, Indiana, Michigan, Minnesota, Ohio, Wisconsin, and the Canadian Province of Ontario. Sarah Klavas, Department Marketing Director, serves on the GLNA marketing committee.
The organization's primary marketing efforts are targeted to Germany and the United Kingdom.
Marketing campaigns win international awards
The Department is a two-time winner in the 1998 Hospitality Sales & Marketing Association International Golden Bell Public Relations Awards.
The Department's 1998 Sesquicentennial movie trailer won a Gold Award in the Public Affairs/PSA category and the 1997 "What's (Not) Wrong With Winter" campaign was awarded a Silver Award in the Marketing Program/Consumer category.
The HSMAI contest is the largest and most prestigious travel award of its kind in the world. The awards honor and showcase the best in hospitality and travel advertising, marketing materials and public relations.
This year's competition drew more than 1,600 entries from more than 51 countries.
