TRAVEL WISCONSIN NEWS

September 12, 2005

In this issue:

A Message from Jim: Communication Following Hurricane Katrina

It is impossible to predict the short and long term impacts on the travel industry from the latest national uncertainty over fuel prices and storm-related trauma. But Wisconsin tourism needs to anticipate and be prepared to respond to possible changes in travel patterns over the coming months.

In a planning session this week, Department staff agreed unanimously on one first step… and that is to remain in constant communication with Wisconsin tourism properties and organizations in order to monitor travel trends. We also agreed to continue to solicit Wisconsin's travel and hospitality industry's best thinking regarding the most appropriate and most effective state action, if developments warrant it.

Please let us know how your Labor Day weekend goes. Let us know about bookings into September and October. Cancellations? What do tourism businesses in your area predict or know about fall travel and the longer term outlook? Do you have any recommendations for us? We'd surely like to hear them.

Contact me directly or feel free to call or email any of our staff members. You are closest to the situation and your advice is valued.

Thanks for keeping the Department informed!

Getaways For Gulf Aid

The National Association of State Tourism Directors, led by Visit Florida, has already launched a relief effort called "Getaways For Gulf Aid." The proposed initiative certainly has two worthy goals: providing funds which are badly needed by relief agencies, while at the same time generating some awareness of Wisconsin's premier tourism product. The idea is for travel industry businesses to donate rooms, meals, tickets, admissions, and more, which are then bundled as travel packages and auctioned off on E-bay like this one.  The proceeds go directly to the American Red Cross. Let Jim know if you are interested in participating in this program or seeing something similar on travelwisconsin.com.

Tourism Budget Sees 21% Increase in Next Biennium 

On July 25, Governor Doyle signed the state's 2006-07 budget, which boosted tourism marketing funds by 21% over the next two years through an increase in revenue from the state's car rental fees. The $3.8 million increase is the first tourism budget increase in six years. All of the additional funding has been directed toward marketing initiatives and grant programs as advised by the Governor's Council on Tourism, its committees and other industry partners. None of the increased budget appropriation will be used for additional staff or administrative expenses. Tentative plans to distribute the first $1.6 million in the 2006 fiscal year include additional advertising in Chicago, Minneapolis and expanded marketing in Michigan; technology initiatives and modifications to travelwisconsin.com; allocating additional funds for the Joint Effort Marketing grant program; developing the "Ready Set Go" grant program; adding more sport and travel shows to the annual trade show schedule; hiring of a national-level public relations firm to deliver new out-of-state public relations contacts in New York City and other major U.S. cities; and, increasing our commitment to attract meeting and convention business to Wisconsin.

"Ready, Set, Go!" Grants for Sports Event Marketing

Seeking new sporting events for your area? Ready, Set, Go! out and get new competitive events with the help of a brand new grant program. Recognizing the growth potential and impact of sporting events on local economies, the Department, Wisconsin Sports Development Corporation (WSDC) and the Wisconsin Association of Convention and Visitor's Bureaus (WACVB) have partnered to create the Ready Set Go! initiative. This matching grant program offers organizations financial assistance to secure and book sporting and competitive events that require an upfront cash or monetary commitment. Tourism and WSDC will have joint administration of the program including a two level review process. Organizations are required to submit an event marketing plan, budget and estimated return on investment. Grant applications are available online. For more information, contact Marketing Director Sarah Klavas at 608-266-3750.

Life's So Good Mini-Grant Program is Back 

This past spring's mini-grant program to promote Wisconsin's new travel slogan proved to be so popular that it's returning in time for winter promotion efforts.

 

Any nonprofit tourism marketing organization may apply for a grant of up to $1,000 to be used for a marketing or public relations effort that will raise awareness of the "Wisconsin - Life's So Good" slogan among state residents during the winter season. The requirements are that the project should be original and creative, and therefore interesting to local media, something more than adding the Life's So Good logo to an existing project. Also, the grant doesn't fund operating expenses, annual publications, advertising agency fees, etc.

Applications are due by November 1 and grants will be awarded by November 11. Projects should be implemented between November 14 and March 1. Click here for a short, easy to use grant application.  Need an idea? We have excellent examples from the spring round of Life's So Good grants if you need inspiration. See our May issue of TWN. 

Got a Great Deal, Discount or Special Rates? Let’s Us Help You Promote It

The Communications Team is working on a special media promotion of the Package and Deals section on travelwisconsin.com. Be sure to get your special rates, packages and discounts entered on travelwisconsin.com in the next few weeks to reap the benefits of this special promotional effort. Contact your local Extranet Partner to get your deals entered in the database. If you have any questions about how to enter special packages or deals, contact Linda Anderson-Drogsvold at 608/261-8212.

 

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TRAVEL NEWS BRIEFS

Wisconsin Welcome Centers Roll out the Welcome Mat for Travelers

The Wisconsin Travel Information Centers have been renamed Wisconsin Welcome Centers to better reflect the important customer service they provide to road-weary and information hungry travelers. Secretary Holperin says, "The name change does not mean a change in service. In fact, the new name reminds travelers and residents that we are here to help them have an enjoyable trip to Wisconsin, whether they live here, are staying a week or just passing through." The Welcome Centers intend to forge stronger partnerships with the state's travel industry and involve them in new initiatives that will get their travel opportunities in front of the one million travelers that pass through the centers each year.

 

John Kuehl Takes the Helm for Department's Customer Service and Technology 

The Department is pleased to announce that John Kuehl is the new Director of Customer and Technology Services succeeding Renea Dettman, who left to pursue other career opportunities in May. John will be supervising online marketing, information technology, call center operations and warehouse distribution. He has been employed by the Department since 2001 and has filled positions in the Department's Public Relations and technology marketing areas. Introducing new initiatives to travelwisconsin.com, providing more targeted e-mail communications to customers, and establishing a comprehensive online co-op program are among his goals for the future.

Please note that management of the Wisconsin Welcome Centers has been moved to the Marketing Bureau, under Sarah Klavas' leadership. Joellyn Merz from Wisconsin Welcome Center-Beloit is charged with overseeing day-to-day operations and issues.

Even More Sports Shows…and You're Invited 

The Department has added more sport shows to its winter and spring schedule, plus the partnership program has been expanded to include all sports shows except golf. We invite you to send one or more of your staff members to help tend the Department's booth at the shows of your choice. Choose from productive locations like Chicago, Madison, Milwaukee, Grand Rapids, Minneapolis, Cedar Rapids, and others. Select the type of sport enthusiasts you are trying to reach such as skiers, anglers, cyclists, or RVers. Hand out your publications and make your pitch to the thousands of travelers who attend these shows. The Department pays all show registration and booth rental costs. Partners contribute a $100 per day fee plus pays for their own staff meals and lodging. Partner participation is accepted on a first-come, first-served basis, so inquire soon to ensure your choice of shows and dates. Contact David Spiegelberg at 262/279-6856. 

 

Travelwisconsin.com Fishing Reports Coming Soon 

In response to requests by the industry and interest from travelers, the Department is developing enhanced fishing content, including an online fishing report, for travelwisconsin.com. Every community that wants to be featured in our weekly fishing report will have an opportunity promote their fishing action to potential visitors. If you know what's happening "on the water" in your area, and would like to write about that once a week, here's your chance. Do you know a local guide or other fishing expert who might be willing to author a paragraph or two on fishing conditions in your community? Reports should be objective and honest and posted online so it can be a link from the travelwisconsin.com fishing report. To participate, call or email John Kuehl as soon as possible at 608/261-8767 or jkuehl@travelwisconsin.com.

 

JEM Grants Generate Estimated $15 Million in 2005 

Wisconsin's local economies are expected to receive more than $15 million in traveler spending as a result of the state Department of Tourism's 2005 Joint Effort Marketing (JEM) grant program. Nearly $1.2 million was awarded to 50 non-profit organizations across the state this past fiscal year to support special events, sales promotions or destination marketing campaigns. View or print a list of funded projects. For the 2006 fiscal year, more than $1.3 million has been earmarked for the JEM grant fund, up $220,000 from this past year. To take advantage of the JEM program or for more information, contact Abbie Hill at 608/261-6272. Application materials and more information are available online. 

 

Wisconsin Innkeepers Website Gets a Makeover 

WisconsinLodging.info now offers one-stop shopping for Wisconsin accommodations. The new web site allows travelers to search and view photos of more than 1,100 Wisconsin lodging properties, from bed and breakfasts to resorts to full-service hotels. Visitors can use a variety of categories to find lodging such as region, type of property, and on-site amenities.

 

Upcoming Governor's Council on Tourism Meetings

  • Sports Marketing Committee: September 20. Time TBD. Tourism Offices. 

  • Governor's Council Meeting: September 22 from 10:00a.m. - 2p.m. National Railroad Museum, Green Bay. 

  • Marketing Committee: October 4 from 9a.m. - Noon. Tourism Offices.

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WISCONSIN IN THE SPOTLIGHT

Peter Greenberg recently did a piece on day trips from Milwaukee for the Today Show. He slept on the USS Cobia, took the Lake Geneva mail boat tour, made cheese and listened to yodeling at Huber Brewery in Monroe, and touted the Farmer's Market in Madison. The feature was seen by over 5 million viewers.

Wisconsin's favorite golf pro Skip Kendall recently taped a series of three:30 second ads on behalf of the Department that will be rotated on Packers and Brewers radio network. Listen to one here. In addition, the Communications team coordinated an interview for Mr. Kendall on WTMJ's "Sports Central" that focused on Wisconsin as a golf destination.  

In national news… Marinette, its lovely lakes and Midwest charm, was recently the subject of an August travel story in the Washington Post.

Condé Nast Traveler "Word of Mouth" department featured "Hades" ride at Mt. Olympus on its list of top five coasters in the nation.

National Geographic plugged the Apostle Islands in a story about the nation's top national parks. Here's the story. 

Bayfield Heritage Tours and the Superior Accordion Museum each received a recent GEMmy award from the Midwest Travel Writers Association (MTWA) The GEMmy awards focus public attention on the "gems" of the travel world, extraordinary attractions, facilities, events, tours and experiences that make travel so enriching and enjoyable.

Northwoods PR maven Naomi Shapiro recently wrote an article on Eagle River that appeared on the popular Travel Lady Magazine website. Read it here. 

Windsor, Ontario's CKLW radio interviewed Andy Larsen on behalf of the Department of Tourism on the subject of travel in La Crosse and Wisconsin Dells.

Carrie Havranek for Frommer's e-newsletter did a nice fall color wrap up that featured the travelwisconsin.com website, and several Door County events, packages and activities.

Milwaukee is beginning to reap the benefits of hosting the Society of American Travel Writers (SATW), Central States Chapter meeting in June. Articles have appeared in the Pittsburgh Post-Gazette, Chicago Tribune, Minneapolis Star Tribune, Des Plaines Journal, Small Business Times and other media outlets. Also, Visit Milwaukee's recent plunge into the world of blogging caught the attention of USA Today.

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MEDIA LEADS

Reach 700 Travel Writers, Editors, Photographers and Broadcast Journalists 

Here's an opportunity to get your property, destination, attraction or business in front of travel writers. The Society of American Travel Writers (SATW) is looking for donations for its annual online auction. Last year's auction received more than 27,000 unique visitors, over 340,000 page views, and nationwide media coverage. Proceeds from the auction support SATW professional development efforts. Donations must be a minimum retail value of $50. Some examples are getaway packages, hotel and resort stays, cruises, train trips and airline tickets, gift certificates for spas, restaurants and attractions, and tangible goods like luggage, cameras, books, computers, travel clothing and gift baskets. For more information, please contact Wendy Haase at Visit Milwaukee (whaase@milwaukee.org or 414-273-5596) by October 1, 2005.

 

Taste of America is Looking for Wisconsin Story Ideas 

Taste of America is returning to Wisconsin this winter and next spring. The Communications Team is pitching an idea for a show built around a winter or spring sport or activity and food. For example, ice fishing and cooking up the catch. Have any idea for a food show related to snowmobiling, dog sledding or something similar? Send your ideas to Jerry Huffman and he'll pitch them to the show's producers.

 

Searching for Undiscovered Wisconsin 

Don and Betty Martin of Discover Guides are researching a new guidebook about America's best "undiscovered" places and they are seeking information about destinations that have good visitor appeal, yet are often overlooked; places that may be well-known regionally but little known nationally. These should be worth a special trip as potential vacation sites or major side trips. If your area meets these criteria, please contact them at P.O. Box 1955, Columbia, CA 95310; (209) 532-2699; discoverguides@earthlink.net.

 

Make the List of America's Dozen Distinctive Destinations

 Nominations for the National Trust for Historic Preservation's 2006 list of Dozen Distinctive Destinations are now being accepted. Since 2000, the National Trust has honored 12 communities throughout the country that offer authentic experiences. Communities that have made the list offer a sense of place and character, have dynamic downtowns, a strong commitment to historic preservation and revitalization, interesting architecture, cultural diversity, and an economic base of locally owned small businesses. For more information, visit www.nationaltrust.org/ddd, e-mail dozen@nthp.org or call 202-588-6141. Nominees should be recognizable locations, such as a town, city, neighborhood, or region. Nominations must be received on Nov. 4 and winners will be announced in early March.

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TECHNOLOGY TIPS

 

Hop Aboard the Blogging Bandwagon

With an estimated 12 million online diarists providing their opinions on everything from politics to fashion, blogging is an arena that cannot be ignored. The travel industry has taken notice of this phenom and has begun to leverage this opportunity as a resource to provide "real experiences" to potential visitors.

Visit Milwaukee, the city's tourism office, employed a 23-year old waitress/aspiring journalist, Erin Leffelman, to conduct a two-month blog discussing the city's outdoor recreation scene in her twice-a-week postings.

In a similar vein, Pennsylvania's tourism site, visitpa.com, has launched six blogs written by "real people" taking trips around the state. Touching on a diverse array of subjects ranging from antique shopping and mountain biking to attending a NASCAR event and cultural road trips, the authors each made three journeys which they chronicled for the site's audience over the course of the summer. VisitPA.com has reported double-digit increases in activity through the first two quarters of the year, and is crediting the site's Road Trippers for the soaring number of user sessions.

Hoping to capitalize on this popular trend, Minneapolis' visitor and convention bureau is currently soliciting applications for three culturally diverse "online tour guides" - a heterosexual couple, a family with children and a gay male couple or group of gay male friends - to post entries on the bureau's web site weekly for the next six months.

But how successful are these blogs in reaching the desired audience? There are a couple of key components essential for creating a blog appealing to your target audiences and of great relevance in the travel industry.

  • Create a sense of transparency. You need to be honest in order to truly be able to gain the trust of your readers. If the blogs read too much like a travel brochure, your readers will notice.

  • Relinquish control of your blogs. It's easy to want to police a project like this to ensure your message gets out there. This goes back to being transparent. You need to offer your blogger(s) autonomy to be honest with your readers. Visit Milwaukee spokesperson David Fantle recently told USA Today the Milwaukee blog was a "hands-off relationship, and if Erin has a negative experience, we expect her to record that." It's not easy, but in order for it to truly work, you have let the attraction stand on its own two feet.

  • Offer the inside scoop. Don't be afraid to provide some insider's info about some of the attractions. Remember that there are countless avenues for your readers to discover more about attractions in your area. If you are able to provide them with something they can't find somewhere else, not only will they be back, but next time they'll bring their friends and the buzz will just build from there.

  • May change how you reach the public. Your readers know what they're going to get when they open the paper, flip on the television or turn on the radio. This is a great medium to provide insight and entertaining information about your attraction beyond the corporate main line.

It can be a risky proposition, but the upside of utilizing a blog to promote your property, attraction, destination, etc. can far outweigh any negative components. The virtual universe can be an exciting and rewarding arena. Plan appropriately and ideally you too will be able to reap the benefits.

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TRAVEL TRACKER: Hippies, Yippies, Yuppies, and now Yappies 

In the 50plus Online Magazine1, Gary Geyer writes that the baby boomer tag is meaningless and archaic. Call them seniors or pre-seniors, Geyer indicates those terms could be a state of mind and not really coincide with the actual age of a person. The key is in how one perceives oneself. Youthful, Active, Pre-Seniors or "Y-A-P-S" if you like. Or you can call them Yappies. According to Geyer, Yappies are youthful in appearance and attitude. They tend to be more active, exercise regularly, and eat healthier than Gen X-ers who are half their age. These pre-seniors listen to rock n'roll, are fashion conscious, surf and shop the Internet, take vacations, frequent restaurants, travel, and buy luxury items more than any other demographic. And their demographics are growing fast - to the rate of every 7 seconds someone joins the Yappie population by turning 50. The over 50 market spends more than $30 billion a year on vacation travel according to an article in the online newsletter "Second50Years." This segment will account for 72% of RV trips, 70% of bus trips and 70% of cruise passengers. They tend to travel more frequently, stay longer and go the farthest. Using statistics from a variety of sources including the U.S. Census Bureau, here are some statistics regarding the Yappies. 

  • Millions of people over 50 will be considered affluent. 

  • Older Americans are the biggest consumers of a number of products and services. 

  • Older Americans will become the nation's most potent political force in the coming decades. 

  • They are much more likely to read newspapers and watch TV than younger adults. They are also stalwart fans of the daily newspaper. 

  • Although Internet usage overall is lower among this age group than younger adults, the percentage rises dramatically among those with a college degree. Among people who are 50 and older who are in the labor force and have a college degree, 78% use the Internet. 

  • Americans age 55 and older are less likely to attend art performances than younger adults but they do enjoy art events. 

  • 95,000 adults become grandparents each month; spending over $500 a year on gifts and over 60% take their grandchildren on vacation. 

Words to the Wise 

Take the time to get to know your mature customers; listen with empathy, they have lived many years and have a wealth of information to share writes David Wolff in his article "Ten Behavioral Distinctions of Older Consumers: in The Mature Market: Guidelines for Effective Communication. Time spent with them could result in referrals - mature customers are known to rely on word-of-mouth recommendations. Wolff goes on to write "if they trust and respect you, they will refer business to you."

1 www.50plusmag.com, Gary Geyer, Editor & Founder

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