Life's So Goody Book

A big "thank you" to all those CVBs, Tourism Councils, chambers and other tourism-type organizations which have helped us roll out the "Wisconsin – Life's So Good" travel campaign. The campaign has been very successful so far, we believe, and there's more promotion to come.

The roll-out will continue this summer with an all Wisconsin coupon booklet that will be available to state visitors at the 10 Wisconsin Travel Information Centers.

The coupon booklet contains two dozen "dollar off" or "two for one" type discounts at various Wisconsin attractions, breweries and wineries, state parks and historic sites, triple A baseball parks, Lake Michigan ferries, motels/hotels/bed and breakfasts, casinos and other destinations. Expect to see the "Life's So Goody Book" available in state travel centers about July 1.

We'll soon have a new supply of "Life's So Good" window clings and bumper stickers in 18 languages…all with a new, easier to read design. The six new languages joining the line up are Swedish, Danish, Ojibwe, Hmong, Norwegian and Dutch.

Finally, we've got a limited supply of 4 foot by 10 foot heavy poly banners with the Wisconsin – Life's So Good logo. These banners are ideal for display at your tourism events. To order a banner call Molly and specify whether you want the logo on one or both sides of the banner.

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JEM Change Proposed

Based on input from the travel industry, the Department is proceeding with another modification to the Joint Effort Marketing grant program. This one would extend eligibility for existing events from one to two years.

As all of you know, one of the five categories of JEM grants is for existing events which want to explore the use of new marketing methods…like adding radio or billboards to a traditional mix of brochures, newsprint and a web site…for example.

One drawback of the category is that existing events are only eligible for one year of JEM funding. A change will require modification to the Department's administrative rules which is somewhat time-consuming but, if there are no objections, the rule change should be in place by early 2006.

The JEM program is, by the way, in line for a funding increase starting July 1, if the legislature agrees. Governor Doyle has proposed that an additional $220,000 be added to the local grant program for 2005 – '06 bringing the total appropriation for JEM grants from $1.13 million to $1.35 million.

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Summer Forecast Predicts Record Travel Season

(Here's what the national Travel Industry Association has to say about this summer's travel season…) "During TIA's highly anticipated Summer Travel Forecast at the National Press Club, Dr. Suzanne Cook, TIA's senior vice president, Research, told reporters that Americans will be traveling in large numbers this summer. 'It's going to be a record breaking summer season,' Cook said, 'continuing the travel recovery momentum that finally began last year.' More than 328 million leisure trips are predicted, up 2.3 percent, and nearly every sector of the industry will be up, especially air travel with an expected 4 percent increase. TIA also released a special Travel Poll examining the effect of rising travel prices on summer plans revealing that most travelers will be looking to economize. The annual news conference is held jointly with AAA. Click here to read TIA's summer forecast press release. Click here to read the travel prices release.

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Expose Yourself

The Tourism communications team gets many media requests for high quality photos of Wisconsin destinations. In order to capture the essence of our state, and in order to better promote your community or destination, we need a good catalog of high quality photos.

Help us publicize your area and the state with up-to-date photos by sending your high resolution (300 d.p.i or greater) digital photos to Lisa Marshall here at the Department. Call Lisa with any questions at 608-267-3773.

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Tools To Improve Cultural Tourism

Arts Marketing Institute Fellow Felicia Shaw has created a web primer on how communities can begin developing their cultural heritage assets to increase tourism. It has handy features such as tools to identify a community's cultural assets; how to measure readiness to launch a cultural tourism campaign; tips on how to shape a story that will capture visitors' imaginations; and how to get organized, find partners, build infrastructure, and market and promote your brand identity to finally welcome new visitors. Plus, there's a comprehensive list of professional associations and service organizations.

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Skip Your Twinkie…Read This Instead

"Grilled vegetable torta with smoked salmon; marinated veal tenderloin complemented with Munich dark beer and bratwurst ragout, gnocchi, spinach and carrots; dark chocolate mouse layered between rounds of genoise, and kirsch-infused cherries in a white chocolate shell."

That was the winning three course meal prepared in only an hour over two butane burners (the only powered equipment allowed) by a culinary team from Sheboygan which beat out students from 30 other states to win the National ProStart Student Invitational in Orlando, FL last month.

The four Wisconsin team members will share (with second place Colorado and third place Utah) $80,000 in scholarships to top culinary colleges. Wisconsin's ProStart program is sponsored by the Wisconsin Restaurant Association.

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Karin Mast is the new Executive Director of the Wisconsin Rapids Convention and Visitors Bureau. Karin worked previously as Public Affairs Specialist at Fort McCoy and has CVB management experience in California (San Jose) and Colorado (Grand Junction).

Jason Ring is the new Partnerships Manager at Packer Country Visitor and Convention Bureau in Green Bay. Jason was previously with Visit Milwaukee (formerly the Greater Milwaukee CVB).

Jean Flynn is the new Sales Manager at Fort Atkinson's Fireside Dinner Theater. Jean comes to the job with experience as a group tour operator and manager of the group program for the Wisconsin Dells CVB. Jean joins Jackie Briscoe (whose name we misspelled last month…sorry Jackie!) who is the Fireside's new Audience Development Manager.

Aileen Thorne, who has been managing the Department of Tourism's media buys at Boelter + Lincoln, will be leaving that agency for a position as Media Director at advertising firm Stephan and Brady.

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