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Annual Economic Study Shows Travelers Love to Shop, Eat and Play in Wisconsin

Travelers spent about $11.8 billion in Wisconsin in 2004 with more than half of that amount going toward shopping and food purchases, according to study conducted by Davidson-Peterson Associates. Another 25 percent of the total, or $2.9 billion, was spent on indoor and outdoor recreation. Top traveler recreational expenditures included casino gambling, events, sports tickets and evening entertainment. 

These figures show that traveler spending in 2004 generated over $1.9 billion in tax revenue for state and local governments. Traveler expenditures supported nearly 309,000 jobs and $6.6 billion in wages and salaries. Since 1995, Wisconsin has enjoyed a 92 percent increase in travel expenditures.

The 2004 research is now available online and includes individual breakdowns for all 72 counties. A brochure, Tourism's Economic Impact, is available in PDF format online. Additional copies are available by contacting the Department. 

For more information or full reports of any of the Department's research, contact David Scheler at 608/261-8187 or Sue Hamilton at or 608/266-6792.

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Joint Finance Committee Accepts Gov. Doyle's Budget Proposal for Tourism

The Joint Finance Committee voted unanimously last month to accept Governor Doyle's proposal for a significant increase in the Department of Tourism's marketing budget over the next two years. The proposal included an increase in the car rental fee from 3% to 5% with the extra revenue, an estimated $1.6 million in 2006 and $2.2 million in 2007, transferred to the Department's marketing budget.

This increase represents a 21% boost to the marketing budget, the first addition to the budget in six years. Doyle has directed that the entire car rental fee supplement be applied to promotional programs including advertising and the Joint Effort Marketing grant program.

This vote is a huge victory for the travel industry and, owing to the credibility and stature of the Joint Finance Committee, is unlikely to be reversed later in the budget process. The Department thanks the travel and hospitality industry for their support and role in the legislative process. In the upcoming weeks, don't forget to call or write your legislators and the Governor to thank them for their support of tourism. 

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Over 150 Courses Lined Up for Second Annual Golf Wisconsin Day

After last year's overwhelming success, over 150 golf courses have lined up to participate in the second annual Golf Wisconsin Day on May 21-22nd. Golf Wisconsin Day offers children and junior golfers the opportunity to play free, or at significant discounts, when accompanied by a paying adult. Here's the list of participating courses to date.  In addition to Golf Wisconsin Day, the Department will conduct four Golf Wisconsin Clinics. This year, the clinics will emphasize attracting more women and young girls to the sport.

Golf Wisconsin is the Wisconsin Department of Tourism's series of special events, promotions and media outreach initiatives designed to build interest in golf and golf-related tourism in Wisconsin. Contact Jerry Huffman at 608-261-8195 for more information and to participate as a Golf Wisconsin Day course.

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Life's So Good Grants Awarded

The Department awarded 36 grants of up to $1,000 each to groups that cooked up unique ideas to generate awareness of the new "Life's So Good" slogan around the state. Kudos go to everyone who participated in the slogan awareness by developing creative ideas. Here are just some of the highlights:

• The Tomah CVB developed a billboard art contest where local middle school art students submit pictures of what they think makes "life so good" in Wisconsin.

• Ashland and Bayfield counties created a "Life's So Good" rainy day activities brochure.

• The Sheboygan County CVB commissioned "Life's So Good" chocolate bars and cotton candy bags to distribute at local events.

• The Westfield Chamber of Commerce decorated plywood dairy cows with the "Life's So Good" slogan for their June Dairylicious Days parade.

If  you are interested in using the "Life's So Good" slogan in your promotional efforts, logos in various formats and the soundtrack are available online.  Be sure to read this month's Marketing Tips article for more guidance on how to incorporate the "Life's So Good" campaign into your own materials.

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WTICs Help Travelers "See America" Right Here In Wisconsin

Visitors to the state's travel information centers found that "Life's So Good" as they were treated to free samples of Wisconsin treats, entered to win fabulous Wisconsin prizes and picked up lots of freebies and Wisconsin travel information. The activities and promotions at the travel centers would not have been possible without the generosity of the state's many tourism partners. In addition, Jim Holperin and Genyne Edwards participated in a variety of local community "See America Week" activities including events in Milwaukee, Madison, Eau Claire, La Crosse, Manitowoc, Oshkosh, and Washington, Fond du Lac, Ozaukee and Dodge counties.

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