TOURISM TODAY
May/June 1999
Traveler expenditures reach $7.7 billion
Travelers spent an estimated $7.7 billion in Wisconsin in 1998, increasing tourism’s contribution to Wisconsin’s economy by 12.6%.
Traveler dollars generated more than $1.3 billion in taxes and other revenue for state and local governments. This revenue saves each Wisconsin household an average of $648 in additional taxes annually.
Traveler expenditures supported 229,510 full-time equivalent jobs and stimulated $4.6 billion in resident income.
"Wisconsin tourism continues to be one of the state’s leading industries as evidenced by consistent reports of positive returns on investment," Gov. Thompson said. "Traveler dollars stimulate the economy, contribute funds to state and local coffers and support thousands of jobs."
The Department released the 1998 Economic Impact of Travelers on Wisconsin study in conjunction with National Tourism Week. The estimated $7.7 billion in traveler expenditures marks a 45% increase since 1993.
The study shows that summer continues to be Wisconsin’s top tourism season with travelers spending $3.7 billion between May and August. Travelers spent $2.2 billion in the winter and spring seasons (Dec - April) and $1.7 billion in fall (Sept - Nov).
Compared to 1997, expenditures increased 14.7% in fall, 12.3% in winter and 11.8% in summer.
"The 1998 economic impact figures show increased traveler expenditures in each season demonstrating that our efforts to promote Wisconsin as a four-season travel destination to specific markets is effective," Department of Tourism secretary Moose Speros said. "Our 1998 promotions, the Sesquicentennial and good weather helped traveler expenditures grow."
More than half of the total estimated traveler expenditures, $4.1 billion, were spent by travelers staying overnight in Wisconsin at hotels, motels, resorts or B&Bs. People traveling in Wisconsin for leisure purposes spent $5.5 billion in 1998. Those here for meetings and conventions spent $351 million and those traveling for individual business purposes spent $1.8 billion.
The study, compiled by Davidson-Peterson Associates includes county-by-county data.
For additional information on the 1998 economic impact study, contact David Scheler at 608/261-8187, or Sue Hamilton at 608/266-6792.
Budget alert
We can continue to see this type of substantial growth in traveler expenditures with the increased funding Gov. Thompson proposed in his budget. Please contact your legislators immediately to let them know how important the $8 million for tourism marketing and the $6.5 million loan program are to tourism. Time is of the essence.
To write to assembly representatives with last names A-L, address letters to P.O. Box 8952, Madison, WI, 53708-8952. For last names M-Z, use P.O. Box 8953, Madison, WI 53708-8953. Direct mail to your senator at P.O. Box 7882, Madison, WI 53707-7882. You can obtain phone numbers through the Legislative Hotline, 800/362-9472.
MTWA Explores Wisconsin
Eighty travel writers, editors and industry professionals were in Madison April 28-May 2 for the Spring 1999 Midwest Travel Writers Association Meeting. And far be it from the Department or CVBs not to take advantage of this opportunity and offer personalized tours of the state.
Six travel writers arrived two days early to attend pre-meeting familiarization (FAM) tours in Door County, Kenosha or Milwaukee. The Department hosted 12 travel writers on one of three themed FAMs held throughout the state following the meeting.
The Outdoors Wisconsin FAM took seven writers on an adventure trip that featured the Horicon Marsh, golf at the American Club, whitewater rafting and fishing on the Wolf River, biking and waterfall watching.
The Exploring Wisconsin’s History tour introduced three writers to our past at the Kickapoo Indian Mounds, Villa Louis, Norskedalen, the H.H. Bennett Studio, Historic Portage and Devils Lake.
Two writers headed north for Exploring Wisconsin’s Classic and Quirky Northwoods. This tour highlighted some of the state’s northern wonders including the National Freshwater Fishing Hall of Fame, the Lac du Flambeau Indian Reservation, Little Bohemia Restaurant, the Northern Great Lakes Visitor Center and the Hideout.
The Midwest Travel Writers Association (MTWA) is the oldest travel writers’ association in the U.S. It is an invitation-only organization composed of writers, editors and tourism professionals from 13 Midwest states who travel and write about the U.S. and the world. Members regularly produce features for more than 200 print and broadcast media outlets across the country.
Tourism Career Initiative Award Program
The recently unveiled Tourism Career Initiative Award provided an opportunity for post-secondary students enrolled in a hospitality program to attend the Governor’s Conference on Tourism. The students that received the award were sponsored and mentored by members of the tourism industry.
The student program, developed in 1996, allows college-level students to apply for a sponsorship to attend the Governor’s Conference on Tourism. In 1998 the "Sponsor a Student" program was implemented to get the industry involved and increase student participation. This is a great opportunity for our industry to meet students that are graduating in the next year or two and help shape the direction of their careers.
We commend the following students for participating in this year’s program: from the Madison Area Technical College - Tina Toborg, Susie Gallina, Susan Meyer, J. Patrick Murphy, Levi Pattinson, and Jason Bauknecht; from UW-Stout - Candace Hitter, JoAnn Vanden Langenberg, Jason Ring and Megan Willard; from UW-La Crosse – Regina Cruz; from Mid-State Technical College - Liz Kelly-Bravick and Dale Quick.
A special thank you to the following tourism leaders for sponsoring and mentoring these students at the 1999 conference: Linda John – Chippewa Valley CVB, Romy Snyder – Wisconsin Dells VCB, Steve Magnuson – Grand Geneva Resort & Spa, Dan Dick – The Mead Inn, Fran Weaver – Oshkosh CVB, Gerald Rappaport – The Milwaukee Hilton City Center, Valerie Wylie – Fox Cities CVB, Joan LeMahieu – Monona Terrace Convention Center, John Lincoln – Advertising, Boelter & Lincoln, and Cal Worrell, the Madison Concourse Hotel.
Ninth FAM tour takes staff to Northeast WI
The Department of Tourism will take to the road again May 10-12 for their ninth familiarization (FAM) tour and series of listening sessions.
The FAM tour will visit a number of communities during the three day trip, including Beaver Dam, Horicon, Elkhart Lake, Chilton, Appleton, Green Bay, Oconto County, Keshena, Bowler and the Green Lake area. Listening Sessions will be held in most communities and tourism staff will explore area attractions along the route.
The FAM tours started in October 1996 following a strategic planning session that focused on the tourism industry’s needs. The Department places a high priority on these tours and the information that is generated by communities and businesses during the listening sessions.
"The information gathered during these listening sessions helps us further understand the needs of the industry and assists us in focusing our marketing strategies to support local and regional efforts," Moose Speros, Department of Tourism secretary said.
The next Department FAM, planned for early October 1999, will visit parts of southwest Wisconsin. If you would like additional information on the FAM tours, please call Dawn Aspenson at 608/266-3978.
‘99 Governor’s Conference wrap-up
The 1999 Governor’s Conference on Tourism, held March 7-9 in Lake Geneva, was a great success due to the support of many organizations.
For all their hard work, special thanks go to the Lake Geneva Area Convention & Visitors Bureau, the Grand Geneva Resort and their entire staff, The Cove and the Best Western – Harbor Shores. Each year the conference improves due to the support and dedication of our host communities.
Final tallies show 1,004 industry representatives attended the event including 73 day-attendees and 42 students. The Information Marketplace attracted 87 organizations that showcased their product, business or association to the tourism industry.
Keynote speaker Dr. Peter Johnson kicked off this year’s conference with a powerful presentation on "The Turbulence of Change." T. Scott Gross followed the next day with an energetic presentation on "More Outrageous! Unforgettable Service."
For details on speaker presentations or other conference information, including a conference binder, please call Dawn Aspenson at 608/266-3978.
Conference Q&A
One of the most important components of the Governor’s Conference is the feedback we get from the industry. Here are a couple questions and answers from the Listening Session and Showcase.
Q: This is the BEST advertising I’ve ever seen, why doesn’t the legislature approve a budget increase?
A: We’re happy that you like the creative, thanks for the positive feedback. Governor Thompson has proposed an additional $8 million in funding for the Department’s marketing efforts. This additional money could become available as soon as July 1, 1999, and would be for use over the next two fiscal years. You and others in the tourism industry can be very instrumental in securing the additional marketing dollars by contacting your state legislators to let them know that you strongly support this budget proposal.
Q: How much money will actually be spent on the spring campaign?
A: Approximately $250,000 has been spent in advertising media placement for the 1999 spring campaign. In addition to these direct media costs, we spent another $150,000 producing the spring brochure and ads, our PR efforts, and developing a special spring co-op advertising program. New this spring is a fishing guide, which was delivered May 1st. The total budget for Spring is $400,000.
Looking ahead to 2000
If you missed the 1999 Governor’s Conference on Tourism, mark your calendars for 2000 and make your reservations now.
The dates are March 19–21, at the Midwest Express Center in Milwaukee. Overnight accommodations can be arranged at the following hotels:
The Milwaukee Hilton (Host Hotel) – 3 night package at $285.00
Call 414/271-7250 or 800/HILTONS for reservations
The Holiday Inn Milwaukee City Center - $84.00 flat rate per night
Call 414/273-2950 or 800/HOLIDAY for reservations
The Milwaukee Hyatt - $90.00 flat rate per night
Call 414/276-1234 or 800/233-1234 for reservations
The Ramada Inn Downtown Milwaukee - $67.00 flat rate per night
Call 414/272-8410 or 800/228-2828 for reservations
All facilities listed are within three blocks walking distance of the Midwest Express Center. For a listing of other accommodations in the Greater Milwaukee Area, please call the Greater Milwaukee CVB at 800/554-1448. If you have questions regarding the 2000 conference please call Dawn Aspenson at 608/266-3978.
Wisconsin Fishing Guide debuts at fishing opener
The Department’s all-new, blockbuster guide to Wisconsin fishing debuted May 1st in Phillips. Appropriately, the occasion was the 1999 Governor’s Fishing Opener. Gov. Thompson was on-hand for both the Opener and the premier release of the Wisconsin Fishing Guide.
The Guide is a 48-page, full-color presentation that features articles by nine of Wisconsin’s top outdoor writers including Dan Small of Outdoor Wisconsin, Don Johnson, former outdoor editor of the Milwaukee Sentinel, and Steve Heiting, editor of Musky Magazine.
Each author crafted an article about one type of Wisconsin fishing: muskies, northerns, walleyes, largemouth and smallmouth bass, panfish, ice fishing, stream fishing for trout, and Great Lakes fishing. Each article includes tips on how and where to fish as well as a special "Guide’s Secret" to assure a successful outing.
The Guide is colorfully illustrated with dozens of fishing photos, many by Wisconsin sportfishing photographer Doug Stamm of Sauk City. The publication also includes more than a dozen watercolor illustrations of Wisconsin game fish painted by renowned artist Virgil Beck.
More than 200,000 copies of the Wisconsin Fishing Guide were printed. The 1999-2000 edition of the Wisconsin Adventure Vacation Guide is also printed and ready for the spring/summer season.
This second edition of the Adventure Guide has been completely updated. It includes information describing the recreational facilities of nearly 150 Wisconsin tourism businesses. The Adventure Guide is aimed at a market interested in physically challenging, hands-on vacation fun. More than 100,000 copies of the Adventure Guide were printed.
Both guides can be ordered by calling 800/432-8747.
What is Wisconsin’s largest inland lake?
Web surfers who could answer this, and four other spring-related questions, were eligible to win a Wisconsin getaway in the "Take a Swing at Spring, Reel in a Travel Prize" online contest.
The Department held the contest online in April to highlight Wisconsin’s top ranking as a fishing and golf destination, generate visits to the Department’s Web site and promote spring.
Almost 700 entrants tested their golf and fishing knowledge for a chance to win a getaway package for two to The Springs Golf Club Resort in Spring Green or Ross’ Teal Lake Lodge and Teal Wing Golf Club in Hayward. Two lucky – and smart – winners were chosen by random drawing from those who submitted correct answers.
This was the Department’s second seasonal contest offered exclusively online. Contest winners are listed on the Department’s Web site at travelwisconsin.com. The site averages 60,000 visitors each month.
A warm welcome
Chris Haworth has been with the Department since February as Special Assistant to the Secretary and a Marketing Assistant. He works directly with the marketing director on the daily needs of the Department, the Council and four sub-committees.
Prior to his position at the Department, Chris served as special assistant and archivist to Governor Thompson. Chris is a 1998 graduate of Illinois’ Lewis University and a veteran YMCA summer camp expedition guide and counselor. Chris can be reached at 608/261-6272.
Governor’s Council
on Tourism Member Highlight
Chuck Stokke has traveled the world. He has dined in Japan, toured Sweden, and marveled at the sights of Russia. But, he always returns to Wisconsin and his home in Menomonie, a city where his love for and dedication to tourism continue to grow.
In 1986, Chuck’s knowledge and interest in local issues lead him to the Menomonie mayor’s office where he served for 12 years. From the start, he put local tourism development at the top of his list.
"When I became mayor I realized Menomonie needed to diversify and grow its economy," Chuck said. "Tourism was a natural solution to this challenge."
In 1990 Chuck initiated a room tax program and led the formation of the still strong Menomonie Tourism Commission. The Commission, consisting of local business owners, industry leaders, citizens, and its regional partners has paved the way for the development of a locally strong tourism industry.
Chuck’s worldwide travels and experiences continue to be put to use on the Council as chair of the International Marketing Committee. His awareness of local and global tourism initiatives help him see the importance of strong budget support.
"Governor Thompson’s budget support for the industry has helped make Wisconsin tourism the success it is today," Chuck said. "Thanks to Wisconsin’s tourism industry, Wisconsin has developed a tourism product that is sought by travelers throughout the country and world."
Partnering to reach the International and Canadian Market
The Department of Tourism, together with the Milwaukee CVB, represented Wisconsin at the Toronto Travel and Leisure Show April 22-25 in Toronto, Ontario Canada.
"Reaching the Canadian Leisure traveler is an important part of the Department’s marketing program," Sarah Klavas, Director of Marketing said. "This show, combined with a pre-season newspaper schedule, will result in a greater awareness of Wisconsin and Milwaukee in the Canadian market."
Sonja Johnson from the Hudson travel information center was on hand to pass out literature and help plan Wisconsin vacations.
May 15-19, Wisconsin will have a presence at International POW-WOW. Attracting tour operators from around the world, this show will help position Wisconsin to the international tourism market as a Great Lakes regional travel destination.
Circle Wisconsin, the Milwaukee CVB and the Department have pooled resources to further the brand image of the state at this annual show. Sarah Klavas from the Department and Becke Chappell from the Governor’s Council International sub-committee will represent the state.
Leads from this show will be available by contacting the Department’s consultants or by calling Chris Haworth at 608/261-6272.
WI Millennium Tree to light up US Capital
This coming holiday season, a 70-foot tree from the Chequamegon-Nicolet National Forest will be the center of attention on the U.S. Capital lawn in Washington DC.
Designated the nation’s official Christmas tree, the Millennium Tree will be selected May 17 from the U.S. Forest Service Argonne Experimental Forest near Crandon. Then, this November, the tree will make its way east on a whistle stop tour promoting Wisconsin products and tourism destinations.
As part of the trip, the Millennium Tree will make stops throughout Wisconsin and may be available to appear at your community’s holiday event.
Wisconsin’s First Lady Sue Ann Thompson chairs the steering committee and is working with the Wisconsin Association for Home and Community Education to collect 5,000 hand-crafted ornaments to adorn the tree.
For more information about the Millennium Tree, or to have it visit your holiday event, call Bridget Hagerty at 715/362-3939.
