Now You KnowFebruary 16, 2005 Governor Doyle Backs Tourism Most of you have heard by now the extraordinarily good news that Governor Doyle is recommending significant increases in the state's tourism marketing budget over the next two years, starting July 1 of this year. The Department's marketing budget (which funds our advertising campaign, the Joint Effort Marketing grant program, travelwisconsin.com, the 10 Travel Information Centers and all Department promotion spending) is currently $9,158,500. Governor Doyle has recommended this "base" amount be increased by $1.6 million…to $10,758,500 in the 2006 fiscal year, and by $2.2 million…to $11,358,500 in the 2007 fiscal year. (Each year's new money gets added to the 2005 "base" of $9,158,500.) The new dollars…$3.8 million total over the next two years…will come from an increase in the state's car rental tax which is proposed to go from 3% currently to 5%. It's more good news if this new revenue source can be made permanent so that tourism marketing dollars will grow each year as car rental tax revenues rise. Finally, the Governor has recommended that the $3.8 million in new marketing funds be used to augment our advertising campaign (60%), increase funding for the Joint Effort Marketing grant program (12%), do more to attract conventions and special events (10%) and engage in more international promotion (6%). The remaining 12% will be used for various miscellaneous marketing purposes. For additional stability, the Governor recommends that the Department's base marketing budget of $9.1 million be funded entirely from Indian gaming revenue. About 43% of the marketing budget comes from that source now. The Governor's proposal now heads to the legislature where we hope it is warmly welcomed. ******************************* "Life's So Good" That's Wisconsin's new tourism slogan…and we hope you like it. Governor Doyle presented the new slogan, along with a brand new advertising campaign, to a well attended news conference in Madison last week. We believe the slogan, and the upbeat, colorful ad campaign supporting it, evokes the feelings that visitors to and within our state will have during their travels around the state. Take a look at a couple of T.V. commercials, a new logo, some magazine ads, and other ad campaign images at agency.travelwisconsin.com. ******************************* Free Money We at the Department understand we're not half as creative as those of you on the tourism industry's "front lines" when it comes to rolling out new products and promoting a brand. That's why we're asking your help in familiarizing residents all across the state with the new tourism slogan "Life's So Good". Later this month the Department will announce a "mini-grant" program which we hope you'll consider applying for. Your organization can be awarded up to $1,000 to plan and stage an event or mini-campaign in your community that will familiarize people with the "Life's So Good" theme. How about donating the $1,000 to a local Scout troop or outdoors organization if they'll agree to pitch a tent, build a fire in a washtub, and "camp out" on a billboard platform for a few days in full view of passing traffic? Put the "Life's So Good" slogan on the billboard behind them. How about negotiating with your local theater owner to place the "Life's So Good" logo and website address in the rotation of advertisements that appear before the start of movies? How about sponsoring an essay contest among local sixth graders. Ask for their opinion of why "Life's So Good" in Wisconsin in 25 words or less. Buy $750 worth of ad space in the local newspaper to print some of the more interesting entries and donate the remaining $250 to the school district for whatever. How about asking downtown businesses to allow school students to paint an image on their storefront windows during tourism week. Each window can depict a group of student's idea of why, in Wisconsin, "Life's So Good". Urge the local newspaper to take pictures and publish them. Get the idea? Anyway…put your thinking caps on, let the creative juices flow, and watch for the mini-grant applications. It would be ideal if many of these mini-campaigns could be planned for Tourism Week…May 7 – 14. ******************************* You'll Be Sorry If you, or someone from your organization misses this year's Governor's Conference on Tourism March 6 – 8 in Madison. Have you looked at the line up of workshops, presentations and other professional development opportunities offered at this year's conference? Take a moment now to visit wigcot.org and see if you don't agree this is the year you should really make an effort to attend. 700 have already registered, making it the largest tourism professional development event in the nation…again. See you there! ******************************* Last Call For Wisconsin Welcome Registrations The last two Wisconsin Welcome classes of the season will be held in March. The first is set for Sunday, March 6 in Madison in conjunction with the Governor's Conference on Tourism. Start time for the three hour course is 1:00 p.m. and you may register by calling Molly at 608-266-0439. The second will be held in Rhinelander on Monday, March 15. The course will start at 1:00p.m. and end at 4:30 p.m. at the Rhinelander Chamber of Commerce building just off Hwy 8 west at 750 W. Kemp St. Again, register by calling 608-266-2345. ******************************* Wisconsin's Premier Travel Properties Wisconsin has always had a number of unique, premier lodging, dining and entertainment properties. The number is growing and many of these upscale facilities continue to attract national attention and recognition. Canoe Bay near Chetek was recently named the #1 hotel in the midwest for 2005 by Zagat Survey, one of the top guides to restaurants and hotels in America. Arbor House, An Environmental Inn in Madison was just selected one of the top 10 eco-hotels in the country by the Fine Living television network in recognition of that property's commitment to earth-friendly building techniques and to minimizing its impact on the environment. White Lace Inn in Sturgeon Bay was recently named one of the top ten Romantic Inns in America by the America's Best and Top Ten website. If your property, or one in your community, has received any similar national recognition we'd like to know about it for a list we're compiling. ******************************* From TIA (Travel Industry Association) A long-awaited economic recovery, rising consumer confidence, and appreciating currencies all contributed to increased demand for travel to the United States in third quarter 2004. Total arrivals showed a 7.3 percent increase over third quarter 2003. Year-to-date total arrivals to the U.S. through September were up 12.5 percent over the same period in 2003. TIA's Quarterly Market Reviews for third quarter 2004 provide detailed analysis of outbound travel, economic and political events that affected travel, plus arrivals to the U.S. for five key international inbound markets including Canada, the UK, Japan, Germany and Brazil. TIA Premier and International subscribers can go online to download and read the reports. ******************************* Department Meetings: Thursday, February 17. Sports Bid Fee Committee. 10 a.m. – 11:30 a.m. Tourism Office. Madison. Thursday, February 17. Sports Marketing Committee. Noon – 2 p.m. Tourism Office. Madison. Thursday, February 17. Joint Effort Marketing Committee. 2 p.m. – 4 p.m. Tourism Office. Madison. Sunday. March 6. Governor's Council on Tourism. 1 p.m. – 3 p.m. Monona Terrace Convention Center. Madison. Thursday, March 24. Meetings and Conventions Committee. Noon – 2 p.m. Tourism Office. Madison. *******************************
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