Top Stories
Missed The 2004 Conference? Here Are The Highlights:
Travel News Briefs
Travel Wisconsin News Features
TOP STORIES
Tourism In 2003: Numbers Are Up
Despite a shaky economy, global uncertainties and unpredictable weather, travelers still found their way to Wisconsin last year, spending just over an estimated $11.7 billion in the state. Even with concerns over Wisconsin's lack of snow, winter showed the greatest percentage increase of all four seasons. Overall, 2003 travel expenditures showed a modest but positive increase of 1.25 percent compared to revised figures from 2002.
"The increase in winter travel is a sign that the industry's efforts to promote a variety of indoor attractions such as museums and waterparks is working," said Jim Holperin, Wisconsin Department of Tourism Secretary. "We also added television ads to our fall campaign for the first time in 2003 to continue capitalizing on the potential growth in fall travel."
For the first time in the study's history, the Department tracked all four seasons. Besides showing a 3.24 percent increase in winter travel expenditures, the new breakdown clearly shows that fall is the second most popular travel season in both 2002 and 2003. Traveler expenditures were measured from December 2002-November 2003.
County-specific data, employment figures, traveler economic impact and government revenues will be available to the travel and hospitality industry May 10th in conjunction with National Tourism Week. Davidson Peterson Associates Inc., a firm specializing in tourism economic impact research, compiled the figures for the Department of Tourism. For more information about the study, contact David Scheler at 608-261-8187.
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Customer Service Annual Report
It was another explosive year for travelwisconsin.com as travelers logged onto the site in record numbers. Over 2.7 million user sessions were recorded on travelwisconsin.com, a 28 percent increase over the 2.1 million sessions in 2002. However, travelwisconsin.com was not the only customer service vehicle that kept our staff busy last year. Travelers continue to contact us the old-fashioned way - by phone, mail, magazine reader response cards and by visiting our travel centers and our consumer show booth. In our annual year-end customer service report, here is how the statistics shake out for 2003.
Travelwisconsin.com: Still the choice of travel planners
Without question, travelwisconsin.com remains a favorite of travel planners, as over 2.7 million visitors logged on, searched for travel information, signed up at My Travel Wisconsin for email newsletters, subscribed to publications and told us their travel preferences. Here are some more travelwisconsin.com facts:
Over 103,000 customers signed up with their personal profile and preferences at My Travel Wisconsin
Over 32,000 customers signed up to enter special promotions
Over 107,000 publications were sent from the My Travel Wisconsin subscription feature
Nine new extranet partners were added in 2003, bring the total number to 160. Customers found more than 3,500 new travel opportunities last year, bringing the grand total to a whopping 15,000 current travel opportunities available to travelers who surf travelwisconsin.com.
How are travelers finding our site? The vast majority of customers are logging on directly to travelwisconsin.com, indicating that they are familiar with the address. MSN, Google, Wisconsin.gov and Yahoo were next in line for referrals to our site.
Email Newsletters: They're popular
Over 815,000 emailed newsletters were sent to about 100,000 customers. In fact, the number of e-mail newsletter subscribers has grown 24% in the last year. The newsletters themselves averaged a click-through rate of over 12% and had an average html open rate of 35%. Snow condition and fall color reports delivered right to the traveler's in-box are popular, too. With the help of 89 industry partners reporting weekly snow conditions, the Department emailed 47,000 snow condition reports with an average html open rate of 59%. Sixty-one statewide fall color reporters reported on the changing foliage in their area enabling us to email 43,000 reports last year with an average open rate of 61%.
Publications: 2.4 million landed in the hands of travelers
The Department distributed 2.4 million Department and association partner publications in 2003; 56,000 of those were direct mailed to the tourism database; and, the remaining amounts distributed to tourism industry partners, at Wisconsin Travel Information Centers, at consumer shows, from the Web site and through the call center. Over 32,000 potential travelers received publications after sending a reader response card from magazines and periodicals. The Department's consumer show program placed publications - and our very own staff - in front of an audience of over 2.8 million show attendees.
Wisconsin Travel Information Centers - personal service still counts!
Our hard-working travel center personnel served over 1 million customers last year. An additional 30,000 motor coach customers disembarked their buses to obtain travel information from our centers. Department and call center staff responded to over 5,000 email inquiries, 6,000 mailed inquiries, and phone calls in excess of 84,000.
Last year, we added a special kiosk at WTIC - Beloit that allowed as many as 42,000 customers to get online help. Thousands checked their email accounts, road conditions and weather and approximately 5,000 of them visited travelwisconsin.com for travel information. Two telephone hot lines placed in Wisconsin rest areas sent another 2,000 callers to Department call center operators.
Where did all these people come from?
Information requests at the call centers came from Wisconsin (37%), Illinois (18%), Minnesota (12%), Iowa (3%) and Michigan (2.7%). States weighing in with 1% or more of the call center requests came from Indiana, California, Texas, Missouri, Ohio and Florida.
Missed The 2004 Conference?
Here Are The Highlights:
First Lady and Packers Receive 'Putting Wisconsin on the Map' Award
In a special taped message, Governor Doyle recognized the achievements of Wisconsin's most popular football stadium and the First Lady's "Where in Wisconsin is Jessica Doyle" project at the conference's Monday luncheon. Both noteworthy projects have brought significant attention to the state's travel and hospitality industry.
Nearly 8,000 middle school students have followed First Lady Jessica Doyle on her travels in "Where in Wisconsin is Jessica Doyle?" The promotion has captured the attention of thousands of middle-school students since the project started last summer through a special Web site, http://whereisjessica.wi.gov, and weekly coverage in more than a dozen newspapers. In an effort to make young people aware of travel destinations in the state that are both fun and educational, Mrs. Doyle has floated down the Mississippi on a paddleboat, toured the historic Tallman House in Janesville, and stood at the geographic center of the northern half of the western hemisphere near Wausau.
Although the Green Bay Packers helped to put Green Bay and Wisconsin 'on the map' many years ago, the recent renovations of Lambeau Field have attracted even more national attention to the state. A dramatic facelift has reinvented Lambeau Field into a year-round destination with a host of new amenities and attractions earning it the Sports Illustrated distinction as the "eighth best venue in the world to watch sports." Sports fans and travelers alike are making the pilgrimage to the five-story Lambeau Field Atrium, which now includes a new 25,000-square-foot Packers Hall of Fame, corporate meeting and event facilities, seven different eating options, interactive areas and an expanded Packers Pro Shop.
Last fall, the Wisconsin Department of Tourism unveiled the award designed to honor groups that make achievements in promoting Wisconsin attractions and destinations. The Great River Road project was the first to receive this award in recognition of being named one of the "Ten Best Scenic Drives" by the Society of American Travel Writers (SATW). Nominations for future recipients can be sent to Jerry Huffman, Communications Director.
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Governor Doyle Announces Awards for Tourism Development and Diversification
At Tuesday evening's banquet, Governor Doyle recognized and congratulated local governments in twelve counties, which will receive a total of $191,625 in awards from the Tourism Diversification Planning Grant Program. The Planning Grant program is part of the Governor's Tourism Development Initiative that was created to help communities diversify tourism in their area. The grant program will help counties and cities hire consultants, conduct studies, and develop marketing plans to identify key cultural and natural assets and attract visitors to their area.
The following communities received grants:
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Sponsors Contribute to 18th Annual Conference on Tourism
With the help of our conference sponsors and partners, the Department is able to produce the nation's largest travel and hospitality conference. Their support and commitment to the conference has enabled us to continue providing a top-quality event. We would like to thank the 2004 Wisconsin Governor's Conference on Tourism sponsors and opening reception partners listed below.
Sponsors for the 2004 Governor's Conference on Tourism
PLATINUM Level: Oneida Nation and Oneida Bingo Casino
SILVER Level: Potawatomi Bingo Casino
BRONZE Level:
Boelter + Lincoln
Chicago Tribune
DWP, Inc and Gannett Newspapers, Inc.
Fish & Schulkamp
Greater Milwaukee Area
Journal Sentinel, Inc.
Marcus Hotels & Resorts
Midwest Airlines
Midwest Living Magazine
Wisconsin Tourism Federation
Partners for the 2004 Governor's Conference on Tourism
RUBY Host: Green Bay Area Visitor & Convention Bureau
EMERALD Host:
Joseph Huber Brewing Co.
Miller Brewing Co.
Wisconsin Winery Association
AMETHYST Host:
Lamers Bus Lines, Inc.
Trails Media, Inc.
Wisconsin Sports Development Corp.
Wisconsin Assn. Of Convention & Visitors Bureaus
TOPAZ Host: Becker Communications, Inc.
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…And planning has already started for 2005
So mark your calendars for the 2005 Governor's Conference on Tourism taking place at the Madison Monona Terrace March 6-8. Overnight accommodations can be arranged at the following hotels:
The Madison Concourse Hotel
(800) 356-8293
$99 flat rate Concourse Rooms
$129 flat rate Governor Club Rooms (King Only)
Best Western - The Inn on the Park
(800) 279-8811
$79.00 flat rate
For a listing of other accommodations available in the Greater Madison area, please call the Greater Madison Convention & Visitors Bureau at 800/373-6376 or visit their Web site at www.visitmadison.com.
Travel News Briefs
Travelwisconsin.com Launches "Multicultural WISCONSIN"
Travelwisconsin.com may be one of just a few state tourism Web sites, if not the only one, to launch a special section inviting people of all cultures to experience the variety of ethnic and cultural events and activities available in Wisconsin. "Multicultural Wisconsin" was launched in March as part of the Department's ongoing marketing strategy to actively pursue urban travelers and encourage them to visit the state.
The site, www.travelwisconsin.com/multicultural, offers African American, Hispanic/Latino, Native American and Asian travelers information on dining, museums, festivals, seasonal activities as well as a statewide arts and entertainment calendar appealing to travelers of all cultures. "Multicultural Wisconsin" will be updated throughout the year and will feature seasonal promotions and opportunities to win exciting Wisconsin vacation getaways. In addition, Deputy Secretary Genyne Edwards will contribute a regular column, offering her unique perspective on the interests of minority travelers and changing trends in the travel industry.
Current research points to the growing influence of the multicultural visit in the travel marketplace. A 2003 report from the Travel Industry Association of America (TIA) reports significant growth in travel by Hispanic/Latino, Asian and African American communities over the past three years - 20 percent, 10 percent and 2 percent respectively compared to only 2 percent growth by all other U.S. travelers. In addition, recently released U.S. Census Bureau reports indicate that the country's Hispanic/Latino and Asian populations are expected to triple in the next 50 years while the African-American population is projected to increase about 71% in same period.
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Official Wisconsin Travel Guide: Printed and Online
Just in time for a spring launch, the 2004-05 edition of the Official Wisconsin Travel Guide was printed in late February. The travel guide includes information about more than 500 Wisconsin attractions. New sections were developed for several Wisconsin destinations including Cable, Columbus, the Castle Rock/Petenwell Lakes area, and Taylor, Langlade, Florence, Waushara and Washington counties. Additionally, an online version of the travel guide, which looks and acts like its printed cousin, will be offered at travelwisconsin.com by April 1. The online version can be perused page-by-page or searched by keyword. The technology for the online guide allows for easy downloading, even for those who use laptops.
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Tourism Federation Web site Now Available
The Wisconsin Tourism Federation (WTF) introduced their new Web site www.witourismfederation.org earlier this year up. The new site provides general information about WTF and important meeting dates. Stay informed with helpful links to legislative, government and political news sites.
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Updates to Co-op Advertising Program
The Department's Co-op ad program offers some new changes for 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.
Reach out to the Hispanic market in Chicago under a Wisconsin banner program available in the new HOY Hispanic newspaper.
An affordable television option has also been added for 2004. 10-second traffic sponsorships on Chicago stations WMAQ-TV and WFLD-TV are available during 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.
A four-color advertising opportunity is now available in the Milwaukee Journal Sentinel travel section. For an additional $22.67 per column inch you can showcase your business in full color.
Additional information on these and other co-op developments are available on the Department Web site Co-op Advertising page.
Gov. Doyle's Golf Wisconsin press conference on February 5th captured the attention of media locally and nationally, generating over $158,000 in advertising value. Heavy hitters such as the Golf Channel, Golf Week and SI.com (Sports Illustrated) were among the outlets covering the press conference. The announcement, attended by PGA of America executives and administration from the Departments of Commerce, Tourism and Transportation, also made news broadcasts on all four Milwaukee TV stations plus two stations each in both Madison and Green Bay. Print outlets and radio reached readers and listeners in Madison, Milwaukee, Appleton, Green Bay, Manitowoc, Sheboygan and Fond du Lac.
Big (media) wheels are turning as coverage for the Grand Excursion starts rolling. Two of the first to cover the event is the national edition of AAA's Home and Away magazine and Travel America. Bayfield, Door County, Madison, Mineral Point, and Wisconsin Dells have turned editors heads, which led straight to the "Editors 50 Favorite Getaways" featured in Midwest Living's recent "Best of the Midwest" issue. Summerfest, Baraboo's Great Circus Parade and Festival and EAA Air Venture in Oshkosh also got nods in this issue. National Geographic Traveler did a feature in recent week on Old World Third St. in Milwaukee. Watch your news stands for the May issue of Boating World magazine, which will feature a six-page on Door County boating and fishing.
The airwaves have been filled with Department staff talking up Wisconsin recently. Secretary Holperin gave away a Dells vacation and several other prizes on the national network radio show "Ramblin' with Ramsey." Genyne Edwards was the leading guest on a segment of "Focus on Milwaukee" that aired on a Fox 6 and pulled in top ratings for its time slot. Jerry Huffman was a featured guest on Appleton's WHBY "Mad Dog and Merrill" show talking all things golf. A week later Lisa Marshall appeared on the same show to talk up the state's Rustic Roads and travel guides. Our "quest" for media coverage for the Milwaukee Public Museum's "Quest for Immortality" landed a live interview on Madison's WISC-TV and a segment on WKOW-TV.
We are happy to report that the Department's Fall Color Report saw an increase in usage by television stations throughout the state. The report, which showcases fall color conditions as reported by travel partners throughout the state, generated an advertising equivalency of $370,357, an increase over 2002.
Media Leads
Travel is on the menu at www.boomercafe.com. The online magazine appeals to baby boomers who enjoy an active lifestyle and travel. The travel column is looking for unique travel opportunities aimed at its 50-plus market. Materials can be sent to editor@boomercafe.com.
Casual living and a sense of simplicity is the mood set by Cottage Living, a new magazine and Web site set to launch at the end of summer with its September/October first issue. Editor Eleanor Griffen is looking for information on travel and entertainment destinations to transport its readers away from their hectic everyday lives. Information can be forwarded to Eleanor at 2100 Lakeshore Drive, Birmingham, AL 35209.
As the summer season approaches, thoughts of family, class and military reunions begin to fill reader's minds. Reunions Magazine is looking for information on new developments, destinations and attractions that lend themselves to reunion planners. Contact editor Edith Wagner at P.O. Box 11727, Milwaukee, WI 53211-0727 or by e-mail at reunions@execpc.com.
One-On-One Marketing On The Web
The Internet has changed the way travelers plan vacations. Gone are the days of making dozens of phone calls and waiting for information and travel guides to arrive via mail. Instead, potential visitors are turning to the Web - and the rate is increasing by as much as 50,000 more per day, according to the Travel Industry Association of America (TIA). However, despite this growing thirst for instant travel information, most people still prefer to talk with one-on-one with a live person when it comes time to finalize their plans. The question then rises about how to make the Web unobtrusive without losing the first person contact.
The easiest, but most often overlooked element in creating that easy avenue for potential customers is making contact information simple to find. Far too often people have to plod through link after link to find a phone number or address, and what good is a hotline number if no one can find it? Contact information should be clearly placed on the home page of any Web site so visitors can quickly find it.
Recent developments in the Web and the spread of broadband service have created a number of new avenues to reach out and make that personal contact consumers are looking for. First found on retail sites like Landsend.com, live, interactive operators allow people to chat online with a travel consultant and get answers to their questions while surfing a Web site. Online Web phone services have also made it possible for Web visitors to click a 1-800 number link and talk via microphone and speakers to a travel operator while still on the Web.
The final key to creating that one-on-one feel comes in the follow through after the initial contact. No matter how interested a visitor may have been, it will all be for nothing if the follow-through is missing. Always remember that visitors see the Web as the portal to instant information, so any follow-up - whether it be sending out requested information, responding to a question or confirming a reservation - should take place promptly.
Technology continues to move our world further and faster, and as marketers it is our responsibility to make sure that it is used to best suit the needs of our consumers. Striving to create an Internet destination that simplifies travel research while keeping the first person contact that consumers expect will pay dividends in the end.
Travel Tracker: Who's Riding ATVs in Wisconsin?
According to an article in the September 2003 issue of ATV Action, "when it comes to four-wheeling, Wisconsin is an undiscovered paradise." During the past 15 years, ATV usage has increased dramatically in Wisconsin. By the end of 2003, there were a total of 192,211 registered ATVs in the state with access to 5,555 miles of state-funded trails; 1,559 miles open for summer usage and 3,996 miles available in the winter (these figures do not include trails found on private lands or operated as club trails).
The following is a profile of Wisconsin's ATV users, based on interviews conducted statewide late June through the end of October 2003.
2003 Profile of Wisconsin's ATV Users
Trip Characteristics
Spending Habits of ATV Users
Annual ATV expenditures were broken down into an average spending per trip. ATV users spend, on average, $523.33 per trip. Since the Wisconsin ATVer stayed approximately three nights, the average daily expenditure was $163.54. The table below shows how this money was spent.
|
Lodging |
$118.02 |
|
Food/drink |
$87.65 |
|
Entertainment |
$41.56 |
|
Shopping |
$71.04 |
|
Gas/transportation |
$82.10 |
|
Convenience stores |
$29.63 |
|
Gaming |
$38.41 |
|
Other |
$54.92 |
Total ATV User Spending
The individual spending ($523.33) pattern was expanded to include total spending using estimates of the total number of ATV registrations by state, the number of ATVs owned per individual, the number of trips taken per individual, and the regional incidence of trail use and the respective trail mileage. Based on this analysis, the total spending by all ATV users in 2003 was $295,285,693.
Spending by Out-of-State
ATV Users Economic impact analysis identifies the "new dollars" flowing into a region from visitors who reside outside that region. For the state of Wisconsin, this amount of new money represents that which is spent by out-of-state ATV users. The total annual spending in Wisconsin by out-of-state ATV users in 2003 was $34,698,614.
For more information about the study, contact Sue Hamilton at 608/266-6792. Read the full report of Economic and Demographic Profile of ATV Users.