Travel Wisconsin News

November 8, 2005

In this issue:

Top Stories
Governor's Conference on Tourism
News Briefs
Wisconsin in the Spotlight
Media Leads
Marketing and Technology Tips
Travel Tracker

GOVERNOR'S CONFERENCE ON TOURISM

Planning Underway for Spring Conference

Planning is underway for the annual Governor's Conference on Tourism to be held at the Ho-Chunk Casino, Hotel and Convention Center in the Wisconsin Dells on March 12-14. Expect keynote speeches from Governor Jim Doyle and Travel Industry Association (TIA) Executive Director Roger Dow. Watch for registration materials in mid-December.

Celebrating 20 Years

It's the 20th anniversary of the conference and we hope you'll celebrate with us by taking a few minutes to answer any (or all) of the following questions. Email your responses to Dawn Zanoni.

Have you attended all 20 conferences? If you haven't been to all 20, how many have you been to?
What was your favorite conference and why?
Where were you and what were you doing in 1987?
How many of you have been with the same destination or organization since 1987?
How has your career in tourism changed over the last 20 years?
How has your organization or destination changed in the last 20 years? Do you have any pictures of your business/destination from 1987? We would like to see how you've grown.
Do you have any pictures that you would care to share with us from previous conferences?
Do you have any good stories from a previous conference that you care to share with an audience?

Need to Make Hotel Reservations?

Rooms are still available at the following hotels:

Kalahari Resort Convention Center - (877) 253-5466 $99 flat rate*

Great Wolf Lodge - (800) 559-9653 $99.00 flat rate - mention promo code #3A49BE

Wintergreen Resort & Conference Center - (800) 648-4765 $79.00 flat rate* (Whirlpool room) $69.00 flat rate (standard room)

Alakai Hotel & Suites - (800) 593-9392 $58.00 flat rate*

Grand Marquis Resort Hotel & Suites - (800) 447-2636 $58.00 flat rate*

For a listing of other accommodations available please call the Wisconsin Dells Visitor & Convention Bureau at (800) 223-3557.

* Please be sure to mention that you are registering for the 2006 Governor's Conference on Tourism to receive the special conference rate. Lodging rates do not include taxes.

Save Money on Registration Fees

The more people you bring, the more money you save. Since many attendees bring several people from their organization or destination, we've implemented a multiple-person fee structure. If you bring 4-6 people, save $10.00 per person - seven or more people, save $20.00 per person. The only hitch? All registrations from one organization must be received together. So plan ahead and watch for your registration materials in December.

Sponsorships, Partnerships and Advertising Opportunities

Without our sponsors and partners, this annual event could not exist. If you are interested in participating in the conference as a sponsor or advertising in the WIGCOT program, use this link to learn more.

If you have any questions on the conference, call or email Dawn Zanoni at 608/266-3978 or e-mail dzanoni@travelwisconsin.com. For further conference info, visit www.wigcot.org.

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Sec. Holperin Muses Over Widespread Development and Growth in the State

Jim has been on the road recently participating in groundbreaking ceremonies and visiting a variety of large properties under construction. In his latest issue of Now You Know, he takes a step back to give an overall perspective on these new developments. Here is an excerpt from his Nov. 2 Now You Know:

Here are just a few examples of several major renovation/construction projects now going on around the state:

Northern Bay Golf Resort and Marina. (New) Adams County. $170 million. 309 condo units (most available for rent) in 39 buildings. 280-room hotel. 18 hole golf course. 50 slip marina. Indoor water park. 20,000 sq. ft. of convention/banquet space. Spa. Restaurant. Convenience store.
Glacier Canyon Lodge at the Wilderness Resort. (Expansion) Wisconsin Dells. $150 million. 224 condo units. 18 hole golf course. 3.2 acre outdoor water park. Indoor wave pool. Snow tubing hill with snow making capabilities. Skating rink. Banquet center. Restaurant.
Lake Lawn Resort. (Expansion) Delavan. $390 million. 1,222 condo units (all available for rent). 18 hole golf course. 165 slip marina. 150,000 sq. ft. conference center. 80,000 sq. ft. indoor water park. Spa. Five restaurants.
AquaPlex Lodge. (New) Plover. $107 million. 350 room hotel. 18 hole golf course. 90,000 sq. ft. indoor water park. 75,000 sq. ft. convention center. Three man-made lakes for waterski and snowmobile events.
Chula Vista Resort. (Expansion) Wisconsin Dells. 337 condo units (all available for rent). Golf course improvements. Indoor water park. Convention center. Restaurant.
Three Bears Lodge. (New) Warrens. 200 condo units. 90 hotel rooms. Conference center. Indoor and outdoor water parks. Skatepark. Restaurant.

This list certainly confirms that investors are bullish on Wisconsin tourism, and they validate the desirability of this state as a getaway destination. Also, since so many of the projects are based on the condominium model (with the condos sold in advance of construction in most cases), they evidence strong confidence by thousands of individual investors in the value of the Wisconsin travel experience.

It should be somewhat evident that these developments will tend to have a strong, maybe even dominant influence on the travel markets where they are located. Collectively, these developments will also influence to some degree how the Department frames its marketing message to our target audiences.

There can be no mistaking that, taken together, these bold investments telegraph a message of confidence in the future of Wisconsin tourism and will generate significant economic impact for many years to come.

Genyne Edwards Missed by Department and Tourism Industry

Many in Wisconsin's tourism industry have heard the news that Genyne Edwards left her position as Deputy Secretary in October to pursue other career opportunities. She is returning to her hometown of Milwaukee where we expect to see her name connected with various arts, cultural and/or tourism projects in the future.

"Genyne's marketing talent, administrative competence, interpersonal skills and sense of humor helped the Department to be a better, more professional asset to the tourism industry and we hope you will join us in thanking Genyne for her exemplary service to our state and wishing her well with new tourism-related challenges," Sec. Holperin said.

In her nearly three years with the Department, Genyne initiated several outreach programs to improve communication between the department and industry partners statewide, and has been an advocate for an increased role for cultural and urban tourism in statewide marketing and promotional materials.

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TRAVEL NEWS BRIEFS

New Smithsonian Exhibit Opportunity

Remember the Smithsonian exhibit "Barn Again!" that toured the state in 2003? Well, the Wisconsin Humanities Council (WHC) has another chance to bring a traveling exhibit to Wisconsin. "Between Fences" is scheduled to tour Wisconsin starting in September 2007. The Council will select six communities with populations of fewer than 10,000 people to host the exhibit for six weeks each. Museums, libraries and cultural centers are all encouraged to apply by March 15. For more information and application materials, contact Jessica Becker at the Wisconsin Humanities Council (608/262-0706 or jebecker2@facstaff.wisc.edu).

State Agency Offers Support and Grants to the Tourism Industry

A combination of technical and financial assistance programs are available through the Department of Commerce to help tourism businesses with planning, site selection, initial capitalization, permitting, employee training, research and development, and expansion. Early Planning Grants, Economic Impact Loan Program, and Economic Diversification Loan Program are among the offerings. Use this link to review all of the available resources offered by Commerce.

Second Edition of Popular Birding Guide Now Available

The Mississippi River/Chippewa Rivers edition of The Great Wisconsin Birding and Nature Trail Guide is rolling off the presses this month to join its Lake Superior/Northwoods sibling. It's the second of five highway-based viewing guides, offering driving directions, maps, bird and wildlife descriptions, as well as contact phone numbers and Web sites for 67 birding hot spots for 13 counties that border either the Mississippi or Chippewa Rivers (or in the case of Pepin and Buffalo Counties, both rivers). The third edition, set for release in 2006, will highlight birding along Lake Michigan, followed in successive years by Central Sands Prairie and Southern Savanna Trails editions. About 100,000 copies were printed for distribution through the Department's regular channels including Welcome Centers, travelwisconsin.com and the 1-800 number.

First Ready Set Go! Grants Awarded

There were three successful applicants in the first round of Ready, Set, Go! awards. Congratulations to the following:

Fox Cities Convention and Visitor Bureau received $13,000 for the North American Fast pitch World Series
Packer Country Visitor and Convention Bureau received $3,000 for the USA Wrestling Freestyle and Greco-Roman National Championships
Stevens Point Area Convention and Visitor Bureau received $15,000 for the 2006 World University Water Ski Championships

Hitch a Ride on the Sports Show Circuit

The Department has expanded the list of travel, sports, RV, ski, bike and fishing shows on its roster this winter and spring. And you're invited to join us. Choose from among productive locations like Chicago, Madison, Milwaukee, Grand Rapids, Minneapolis, Cedar Rapids and others. Hand out 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 put up $100 per day fee along with meals and lodging for any staff you send. 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.

Upcoming Governor's Council on Tourism Meetings

Governor's Council Meeting: November 16 from 10 a.m. - 2 p.m. Department of Financial Institutions meeting room at 345 W. Washington Ave., 5th Floor, Madison
Joint Effort Marketing Committee: November 17 at 2 p.m. Tourism Offices.
Marketing Committee: December 8 from 9 a.m. - Noon. Tourism Offices. Topic: Nature-Based Tourism.
Sports Marketing Committee: December 8 from 1 p.m. - 3 p.m. Tourism Offices.
Meetings & Conventions Committee: December 16 from Noon - 2 p.m. Tourism Offices

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WISCONSIN IN THE SPOTLIGHT

Associated Press and several Wisconsin TV stations covered one of travelwisconsin.com's latest initiatives, the addition of global positioning coordinates to its travel items. Read the story here.

A Sports Illustrated online article turned up again, this time on CNN.com. Mike McAllister's article "Wisconsin: 72 holes in 72 hours" gives you his dream weekend of 72 holes of golf just a short drive from Milwaukee. Here's the full article.

Spring Green and its popular Fall Art Tour were the focus of Dee Reed's article "Art, Agriculture and Architecture" in the September issue of Highways magazine. Her article came from a Department-supported fam trip that occurred last fall.

Another Spring Green favorite, American Players Theatre enjoyed the limelight cast by a September Wall Street Journal article that proves, yet again, that Wisconsin is home to serious art and theater. Click here to see an excerpt or to purchase the archived story.

Sundara Spa and Canoe Bay are featured in a National Geographic Traveler article that picked the top adults-only resorts. It was in their October issue but you can check it out online.

With the help of Gary Knowles, the Department hosted golf writer David Whyte this past summer. His story on his experience is scheduled to appear in the Nov/Dec issue of Golf Links magazine, which is distributed throughout the UK.

Congratulations to the 2004 Holiday Folk Fair for receiving not one but three awards from the International Festival & Events Association (IFEA) annual awards competition. They landed awards in Best Educational Program, Best Promotional Brochure and Best Community Outreach Program.

In other congratulatory news, Scott Krause, General Manager of the Heidel House Resort was just named "2005 Wisconsin Inkeepers Association's (WIA) Innkeeper of the Year." The awards criteria included leadership ability, personal and property achievements, ongoing WIA involvement and human resource skills.

And the hits just keeping coming for Milwaukee. One article landed in Go Air Train magazine. Four articles that run the gamut of things to do and see and suggestions on where to eat and stay in Milwaukee appeared on the website, Bella Online. Here's one of the four to peruse. Freelancer Shifra Stein published her account of Milwaukee's art scene on the website Minds Island and, finally, SATW-Central States Chapter President Lynn Fullman had these kind words to say about Milwaukee in the Birmingham News.

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MEDIA LEADS

Seeking Minority-Owned Businesses

The Department is enhancing our multicultural travel page. Do you know of a minority-owned and operated lodging, attraction or restaurant? Do you have an attraction in your area that would be of interest to multicultural audiences? If so, please email Valeria Davis.

Send Spring Packages, Ideas and Pitches to Family Fun Magazine

Christine Loomis is working on a round-up of family-oriented hotel packages with lodging and added value components for around $200 per night or less for Family Fun magazine's March, April and May issues. Packages should be specific to the season, not year-round packages. She's also searching for what's new at museums, zoos, theme parks and family-friendly tours. Christine's perfect example would be a pitch for maple sugar season that includes a great Web site and a hotel that takes guests out to collect maple sugar. Send only specific press releases/info to Christine Loomis, 2914 Shoshone Trail, Lafayette, CO 80026

Budget Travel Magazine Story on Family Camping

David LaHuta needs information for Budget Travel magazine's annual family camp roundup story titled "50 All-Star Family Camps." Responses should include the name of the camp, contact information (website and phone number), and a brief description of what makes the camp special. Also include how much it costs and what's included (room and board etc.). Contact David at David.LaHuta@Newsweekbt.com.

Wanted: Downtown Beer and Cheese Factories

A New York-based industry trade newsletter is looking for information on brewery and cheese factories located in downtown districts or Main Street areas. If that describes a cheese factory or brewery tour in your area, get in touch with Paul Felt or give him a call at 212-228-0246 x119. He'd like to hear from you to get some industry insight and an expert interview for his Downtown Promotion Report newsletter.

TIA Wants Your Fun Facts

Did you know Monroe is the Swiss Cheese Capital of the U.S.? Or that Sheboygan is the Bratwurst Capital of the World? TIA is currently collecting fun and interesting facts about destinations to include in the "Did You Know?" Tourism Facts on its redesigned website. Submit "Did You Know?" facts about your destination to Laura Horsley at lhorsley@tia.org.

Writer Looking for General Hospitality Stories

Food and travel writer Linda Kavanagh is interested in receiving press releases from publicists representing the hospitality industry. She writes for several New England publications, a Florida magazine, and a national magazine. Reach her at linda@maxexposure.net.

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MARKETING TIPS

Group Travel: The Riches Are In The Niches!

Group travel…the elusive brass ring that promises big rewards but often times seems just out of reach for some. But it doesn't have to be, it just takes a bit of work, research and an understanding of the changing nature of the market. The bottom line is the riches are in the niches! At the Oct. 4th Marketing Committee meeting, Jeff Gayduk, president of Premier Tourism Marketing presented "The Future of the Motorcoach Market." His presentation covered the up-and-coming group travel trends facing the ever-changing motorcoach industry.

The motorcoach industry markets to a a diverse and broad range, representing the widest age gap of any demographic - 50 to 100. It's two markets disguised as one with seniors on one end and boomers or matures on the another. Thus it needs two strategies to reach them. Although senior travel based on age will continue to exist, boomer travel, which is more interest or 'affinity' focused, is poised to take over the market. Although harder to reach, it's also more lucrative.

The senior market continues to grow as many seniors look to group tours for the convenience, value and camaraderie that group travel provides for them. In addition, group travel offers a sense of safety for a market that becomes more and more concerned with travel scams and electronic theft.

The up-and-coming mature market is rewriting the rules of how we market group travel. As a market, the matures stand to inherit nearly $10 trillion from their parent's generation and they believe travel is a right they are destined to explore more than ever before. With today's focus on health and maintaining youth, matures are physically active and want travel opportunities that aren't passive, but ones that offer the chance to do rather than just see. They value educational enrichment, adventure, flexibility and travel that is built around their choices and preferences.

This mature market has been the catalyst for growth in group travel based on common interests or ' affinity' travel. These specialized trips can provide convenience and fun that focuses on a special interest such as cooking, ethnic travel, social groups, garden tours, single/divorced travel, casino gaming and more. A perfect example of this kind of travel is the proliferation of girlfriend getaways or red hat societies. Another successful tool has been the 'city pass' or 'go card,' like Chicago's City Pass, which provides the visitor with a variety of attractions and experiences to choose from.

So what's the answer? How do you market to interest-based group travel? Jeff suggests creating sample itineraries, painting a picture of what you have, and not just offering a laundry list. Group tour operators also highly suggest creating online and traditional video presentations to showcase and sell your experiences to customers. Be sure your web site is optimized, as this group is Internet savvy.

Group tours continue to gain popularity with the growth of affinity travel and the continued success of age based travel. The marketing subcommittee of the Governor's Council on Tourism is currently evaluating a variety of programs, ideas and initiatives to further enhance our marketing strategies to reach this highly profitable leisure travel niche.

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TECHNOLOGY TIPS

Pay For Play: Sponsored Results Verses Paid Inclusion

The question: How do I get my Web site noticed as competition continues to grow on the Internet?

The answer five years ago: Load your home page with keywords and meta tags and watch the audience pour in.

The answer today? Well unfortunately it's not that simple. In the early days it was relatively easy to optimize your Web site to make it search engine-friendly as few people clearly understood how the whole process worked. But as the number of total Web sites has continued to grow, and more and more designers have become savvy to the tried and true techniques, the Internet has gotten flooded with hundreds and thousands of Web sites selling products similar to yours with similar search terms. So how do you guarantee that a user finds your Web site before all the others?

Enter the world of paid inclusion and sponsored results. Each is a vastly different, and the latter has sustained much more momentum as a marketing tactic than the former.

Paid Inclusion

In paid inclusion, a site owner pays a fee in order to have web pages included in a search engine's editorial listings. Does this mean that those in paid inclusion get to be ranked tops in editorial results? No. How well a site will rank for a particular search term still remains dependent on how well the site is optimized for search engine rankings, but it is guaranteed to be included independent of whether a web crawler finds it or not.

For example, someone with a brand new web site might submit their home page through a paid inclusion program in order to ensure that the page gets listed within a day or two, rather than the typical two-to-four weeks it might take for a crawler-based search engine to find the page "naturally."

Sponsored Results

Marketers looking to guarantee top of list placement of their Web site are more and more turning to sponsored results - alternately known as keyword purchasing and search engine advertising. It's a hot marketing commodity that most major search engines carry and a strategy to which larger corporations devote entire bureaus. That fact, however, belies how easy it is to get involved at a small - but effective - level.

Paid placement listings, where advertisers are guaranteed a high ranking based on the amount of money they're willing to pay "per click", are typically set off from the pure editorial search results, but the exact position of the paid placement listings can vary. Sometimes, they appear above editorial links. Other times, they appear at the bottom of editorial content. "Sidebar" style generally runs ads in a column to the right of a search engine's editorial listings.

The key to participating in keyword purchasing is to know both your audience and your budget. If you have a very particular target in mind - based on activity or even geographic location - you can run an effective search engine advertising campaign for whatever your budget allows. As a general rule, the more broad the keyword, the higher the potential cost per click. This is because there will likely be more searches done with that word or phrase and the resulting competition for high placement in those search results will be more fierce.

If you're a Wisconsin resort that does great business attracting cross country skiers and couples looking for romantic getaways, a good strategy can be to bid on relatively targeted phrases like "Wisconsin ski trails", "resorts in Wisconsin", or "cross country skiing in Wisconsin". In each case, you're likely to find a much lower cost per click price than if you bid on broad terms like "romantic resorts" or "cross country skiing". Further, by using the word "Wisconsin" as a bit of a qualifier, you might have a better chance of converting that person to a visitor since they have demonstrated an existing interest in the state as a destination. Some search engines also allow you to set your ads to only appear for users who live in a particular city, DMA or state. This can also help to reduce the competition for a keyword, produce a potentially better lead, and ultimately raise your ROI.

Please contact John Kuehl, eBusiness Director, if you have specific questions about either of these programs.

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How Active are Wisconsin's Residents?

More than two-thirds of all Americans participate in at least one outdoor activity each year. That means more than 149 million people are pursuing outdoor recreational activities. In their 2003 publication, "Outdoor Recreation Participation and Spending,"¹the Outdoor Industry Foundation (OIA) monitored 21 human-powered outdoor recreational activities including hiking, biking, camping, and canoeing among others. The report details the percentage of individuals who participate in these activities by state and region as well as the annual expenditure data on athletic/outdoor merchandise.

So, where does Wisconsin rank compared to other states? How about 19th? In addition to being great consumers of cheese and beer, Wisconsin residents are fairly active and depending on the type of activity, 69.5% of Wisconsin residents participated in some type of human-powered outdoor recreational activity.

Department of Natural Resources (DNR) produces its own report in order to stay on top of recreational trends and assess the needs and resources of outdoor recreation. The Statewide Comprehensive Outdoor Recreation Plan (SCORP) provides a research base for all providers of outdoor recreation. In 1962 when the first Wisconsin Outdoor Recreation Plan was written, the report focused on 12 recreational activities; for the 2000-2005 SCORP, DNR staff researched and analyzed 60 outdoor activities. The DNR report attempts to break down the activities by participation rates to forecast trends in outdoor recreation. Here are some of the DNR findings:

Tier I Activities (participation rates between 50 and 90 percent) are traditional activities requiring no training or special equipment, can be enjoyed by all age groups, and can be done either alone or with family and friends. These activities include walking for pleasure, driving for pleasure, swimming, wildlife viewing and picnicking.

Tier II Activities (participation rates between 30 and 50 percent) are still considered traditional activities, however, some of these activities may require special equipment or travel away from home. These activities include bicycling, hiking, fishing, nature study or bird watching, motor boating and nature photography.

Tier III Activities (participation rates up to 30 percent) include many activities that require specialized equipment or skills while others require specialized recreation facilities such as miniature golf, downhill skiing and ice hockey, or include team sports that require the involvement of other people as well as a higher level of organization. Some of the Tier III Activities include golfing, camping with a tent, hunting, mountain biking, ice-skating, canoeing, miniature golf, basketball and snowmobiling.

For a more detailed explanation of the three Tiers, go to the DNR SCORP project summary available online or contact Jeff Prey at 608/266-2182.

In forecasting the demand for outdoor recreation in Wisconsin, many factors need to be monitored including the demographics and economics of these enthusiasts. Regardless of age, outdoor recreation contributes to a person's overall well being, self-esteem and health. Economically, Wisconsin as a whole benefits from outdoor recreation enthusiasts. Industries and communities that cater to these enthusiasts need to keep abreast of the demographics of their customers.

In a recent article for Second50years.com, an e-newsletter geared to reaching the baby boomers and seniors market, editor Joanne O'Connell developed six easy steps to understanding your mature retail customers. While O'Connell had mature customers in mind for this article, they can apply to any customer, regardless of age, interests or demographics. Using these six steps can help you understand the outdoor recreation enthusiast that you hope to reach with your marketing message.

1. Lots of little studies, instead of a few big ones

Think of mini-studies instead of undertaking a large research project. She suggests using a local marketing research firm to conduct an onsite survey or using geo-coded consumer marketing data. Both can help you pinpoint the demographics and other characteristics of your clientele.

2. Document Your Findings

Resist the temptation to rely on just intuition. Document the findings of your research. By learning to track you will eventually be able to see the effects of promotions, changes in your visitor characteristics or competition.

3. Use your staff

Begin the mini-studies with your staff - your front-line customers who meet and greet your customers. Monthly, give your staff a new question to ask your visitors and keep track of it. Use the "kiss" (keep it simple) principle or your visitor's won't buy into it. For example, one month ask where the customers live; the next month, their gender and who they were traveling with; the next month what newspaper do they read, etc. Compile these facts in a format that is easy for you to use and refer to.

4. Fine-tune the demographics

Where your visitor resides relates to other demographics. Think about engaging your customer in a weekly or monthly drawing. Consider free tickets or a gift certificate from your establishment or partner with an area business (restaurant, flower shop, etc.) and do a joint promotion. It can be something small. All the information that is really necessary is their address and zip code. Keep the zip codes in an Excel spreadsheet and track them over time. Using the United States Postal Service Address Quality website key in their zip code and it will tell you the communities that are associated with it. Then using secondary data from the US Census Bureau, you can look at the average household income, number of people living in the household, average age, and so forth.

5. Talk to your customers

How are you going to find out about the likes/dislikes of your customer unless you talk to them? O'Connell's article describes the idea of generating a program of customer feedback or focus groups. Provide them with a quality meal and pick one or two topics of interest and ask them for the straight goods - no holding back. Over time, make sure you cover your product line, customer service, media preferences, and any other subject you want to track.

6. Don't ever think of stopping

Change is constant in today's world and which means change in your customer database. Keep track of your customer and they'll continue to be your customer.

To obtain more information on this and other marketing research, contact Sue Hamilton at 608/266-6792.

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¹Results based on a total of 7,000 interviews conducted during 2001 and the first six months of 2002. Data collection was done using scientific sampling and random digit dial methodology. Only Americans 16 or over are interviewed. The merchandise expenditure data are based on the estimate amount consumers spent on outdoor products. The activity results reflect where each resident lives - not necessarily where each activity occurred. The report was made possible by the Business for Wilderness Program (B4W).

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