Now You Know - February 6, 2004

An occasional e-newsletter from the Governor's Council on Tourism and the Wisconsin Department of Tourism

In this Issue:

- "Wisconsin Welcome" to Debut @ Governor's Conference
- Speaking of Which...
- Tourism Federation "On Line"
- Co-op Advertising - What's New For '04
- Travel Center Closing Issue Advances

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"Wisconsin Welcome" to Debut @ Governor's Conference

The axiom that "you never get a second chance to make a good first impression" is especially true for those of us in the hospitality sector. For many businesses, that first impression is delivered by a cashier, desk clerk, server or other "front line" tourism employee.

Many larger travel/hospitality properties have comprehensive training programs for their employees, and these businesses benefit directly from the enhanced interpersonal and professional skills employees acquire from such training. But smaller employers do not always have access to an employee development program.

For several months the Tourism Department has been working with the state's Technical College System to develop a tourism employee quick training program called, tentatively, Wisconsin Welcome.

The idea involves a simple curriculum that could be taught to front line tourism employees in a day or two at the most. The curriculum would focus on things like exceptional customer service, problem solving, professionalism, an understanding of what travelers want, telephone etiquette, and other skills that add value to a traveler's experience.

Select Technical Colleges would offer to "train the trainers" who could be CVB or Chamber representatives, business managers, or individuals with an interest in offering the program at the retail level. These trainers would then schedule sessions for front line workers at Chamber offices, local schools, or other locations convenient for business owners and their employees.

Employees who complete the training would earn certificates and pins attesting to their achievement, or similar recognition.

Does a program like this sound worthwhile to you? More details, and a survey indicating interest in this kind of professional development will be available at the Governor's Conference on Tourism in Green Bay, March 14 - 16. Please take time to complete a survey at the Conference.

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Speaking of Which...

Here's your second to last reminder along with a personal invitation to register for this year's Governor's Conference on Tourism set for the K I Center in Green Bay, March 14 - 16.

Dawn says registrations are a little slow so far this year, which is too bad considering that attendees will have the opportunity to gamble the night away at Oneida Bingo and Casino, enjoy several provocative keynote speeches, participate in challenging and educational workshops, have dinner at the brand new Atrium at Lambeau Field, and learn plenty by networking with colleagues in the travel/hospitality industry.

"Weathering Change" is the theme of this year's conference and there'll be plenty of discussion about how to survive and thrive in the sometimes volatile travel marketplace by diversifying your tourism product, employing technology, seeking value added business strategies and capitalizing on new travel trends.

Click on www.wigcot.org for additional details and registration information. See you there!

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Tourism Federation "On Line"

The Wisconsin Tourism Federation has a new web site up and running. Try www.witourismfederation.org.

At this well designed site you'll find all the usual stuff…info about the WTF, important meeting dates, lots of links to WTF members' sites, and links to legislative/government/ political news sites.

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Co-op Advertising - What's New For '04

All of you know about the Department's cooperative ad program that offers travel/hospitality- related businesses the opportunity to enjoy discounted ad rates in newspapers, magazines, T.V. and group tour publications. Here's "what's new" with the program in 2004:

The Chicago Tribune has significantly reduced the Sunday co-op banner rate for 2004 contract year. Please note that the rates may return to normal levels in September 2004.

Now you can reach out to the Hispanic market in Chicago. A Wisconsin banner will be available in the new HOY Hispanic newspaper in Chicago.

An affordable television option has also been added this year. Now you can purchase 10-second traffic sponsorships on two Chicago television stations - WMAQ-TV (NBC) and WFLD-TV (FOX) during the morning and afternoon news programming.

Several new magazines have been added to the co-op program, including AAA Home & Away, Chicago District Golfer, Minnesota Golfer and Good Housekeeping. Refer the Summer Magazine section for more information.

A four-color advertising opportunity is now available in the Milwaukee Journal Sentinel Travel Section. For just a little more than $20 per column inch, you can showcase your business in full color. Refer to the Newspaper Section for more information.

Get more details on these and other co-op developments at the Department's agency web site.

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Travel Center Closing Issue Advances

Two weeks ago we wrote about the Department of Transportation's intent to close two rest areas later this year (at Hudson and Genoa City) that happen to also serve as Department of Tourism Travel Information Centers.

A 15 member ad hoc committee of Tourism staffers, legislators and industry partners has been appointed to seek solutions and met last week for a couple of hours. DOT representatives laid out the stark fiscal circumstances that led to their recommendation to close 50 seasonal waysides and 2 rest areas/travel centers this year… namely a reduction in their maintenance and operations budget from $190 million two years ago, to $170 million last year and $161 million this year. The DOT believes they need to save about $175,000 by closing two rest areas. If closing is not an option (as we believe it cannot be), the money must come from somewhere.

The committee discussed nearly a dozen different options, and chose three for further action:

- Approach localities where travel centers are located for assistance with snowplowing, grass cutting, rest room cleaning and other maintenance which is currently paid for by the DOT at the centers.

- Seek private sector sponsors which might be willing to underwrite the cost of some center maintenance in exchange for advertising space or other recognition at the centers.

- Reallocate funding within the Department of Tourism to pay for keeping the centers open. This would likely result in less image advertising or cutting back hours of operation at all 10 travel centers around the state.

Several other options were discussed for the long term survival of the travel centers and the committee agreed to keep meeting beyond the April 1st deadline for a committee report so that a thorough review of travel center operations and a long term plan can be developed. If any of you would like to serve on the committee, give us a call.