May 1 , 2006
In this issue:
TOP STORIES
Welcome Centers Celebrate
"See America Week"
This month travelers will find
"Life's So Good" at Wisconsin's 10 Welcome Centers, which are
celebrating national "See America Week" (May 13-21) with a host
of activities, promotions, events, giveaways and delicious treats. Johnson
Creek Outlet Mall, Comfort Suites and Vetro Winery have partnered with the
Welcome Centers to offer a "Shop, Sip & Play Getaway"
package to one lucky winner who enters the drawing at any of the Centers.
Jim and Sheree will also be recognizing See America Week by attending a
number of tourism events and media stops around the state including
Milwaukee, Madison, Green Bay, Sheboygan, Fox Cities, Manitowoc, La
Crosse, Waupaca, Shawano, and Washington and Dodge counties.
Economic Impact Research to
Arrive Next Week
The Department's annual
economic impact research will make its way to your email in-box and
mailboxes next week. By mid-week, tourism partners can expect to receive
an email with links to the 55-page 2005 Economic Impact of Expenditures by
Travelers On Wisconsin, a highlight summary, plus county and regional
spreadsheets and economic profiles. A little later in the week, quantities
of the Tourism's Economic Impact booklets will arrive by postal mail. All
of the research will be available on the "Research
& Travel Trends" page on our industry website.
The Department will send the
highlight summary accompanied by a news release to 350 media outlets
around the state. The packet will go out Friday, May 12 with anticipation
that stories will begin to run Sunday, May 14 and throughout all of See
America Week. We encourage you to contact media outlets in your area to
offer a local perspective on the research.
If you have any questions about
the research itself, see David
Scheler at 608-261-8187. For media questions, give Jerry
Huffman a call at 608-261-8195.
New Spanish Language TV Spot
Targets Hispanic Travelers
The Department will begin
airing a Spanish-language TV spot this month, the latest strategy in an
extensive multi-cultural marketing plan. The 30-second spots will air at 5
p.m. and 10 p.m. on Univision, the #1 television station regardless of
language in the Chicago metro area. The spot features nine-year old
Milwaukee talent, Mariana Sarmiento, who "jumps" into a photo
album to relive her family's action-packed vacation to Wisconsin
attractions including a Brewer's game, the Milwaukee Art Museum, Wisconsin
Dells, and "muy bonita" (very pretty) Lake Geneva. By the end of
the campaign, Ms. Sarmiento will have made over three million impressions
on Spanish-speaking viewers on behalf of the Wisconsin hospitality
industry. Use
this link to view the Wisconsin Department of Tourism's Hispanic
television spot online.
A Taste of Hollywood, Green
County Style
When
the newest George Clooney film, "Michael Clayton," opens this
fall there will be just a touch of Green County among the Hollywood
glitter.
Communications Director Jerry
Huffman worked closely with Clooney's producers to find a classic
Wisconsin dairy farm. One of the film's characters comes from Wisconsin
and the director wanted scenes of the farm in Wisconsin. "It was
indicative of their level of commitment to the project," Huffman
said. "Instead of just finding a farm anywhere they really wanted to
come to Wisconsin."
With the assistance of Green
County Tourism coordinator Noreen Rueckert, dozens of photos were sent to
the producers who ultimately chose a farm near Monroe. In mid-March,
despite a snowstorm, the crew packed up 22 cases of gear and headed to
Monroe. When the film is finished, the scenes may only last a few seconds
but it will still shine a brief spotlight on Wisconsin.
"For us the win was
getting them here to shoot even just a few scenes," Huffman added.
"Our team exists to "open doors" to companies like Mr.
Clooney's and now one of the biggest stars in Hollywood knows folks in
Wisconsin will go out of their way to help them. Efforts like this make it
easier for them to come back again."
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TRAVEL NEWS BRIEFS
Arts Wisconsin … So Good on
DVD!
If you missed this year's
tourism conference, you missed the release of a great new video, "The
Arts … So Good in Wisconsin." Originally launched by Lt. Governor
Barbara Lawton at an Arts Wisconsin Day event earlier this year, the
engaging video will be a critical piece in marketing the state's
world-class arts. In June, the video will be distributed to delegates at
the Americans for the Arts 2006 Convention in Milwaukee. The Department's
Communication team is exploring additional avenues to garner publicity for
the video including a round of fall TV interviews, an updated arts media
kit scheduled for late summer distribution, distribution of the video to
Wisconsin and Midwestern cable media outlets, and pitching the Wisconsin
arts to A&E's "Breakfast with the Arts" program. The video
will also be part of an arts education kit that will be distributed next
month to CVB's, chambers, state legislators, and associations.
Watch the video online at portalwisconsin.org.
UW Extension Offers Real
Business Tools You Can Use
With the state's tourism
industry in mind, the UW Extension's Center for Community and Economic
Development has compiled a number of resources and tools to help a variety
of tourism businesses that span the spectrum from B&Bs to retail
stores. The information includes traveler profiles, market analysis and
research, case studies, financial planning software, inventory worksheets,
industry trends and much more. Many of these tools complement the
Department's programs with little duplication. Use these links to check it
out for yourself:
Extranet Adds More Handicapped
Options
The Department recently
modified the Extranet to provide more space for businesses, attractions,
events and lodging facilities to disclose more specific information about
handicapped accessibility. Now your listing can tell travelers whether
your property or event has handicapped parking, restrooms, entrance,
elevators, and other services for the deaf or blind. Please take a moment
to update your property's listing in the Extranet so we can ensure that
travelers will find the best information available as they plan their
trip. See this month's Marketing
Tips article for more information about marketing to this growing
market.
Upcoming Meetings
-
Governor's Council Meeting: The
next Council Meeting has been scheduled to coincide with the
Conference Sponsor Reception at the Executive Residence on Wednesday,
June 7th at the Tourism Offices. Time TBD.
-
Marketing Committee: Thursday,
June 1st from 10:00 a.m.-1:00 p.m. Tourism Offices.
-
Sports Marketing Committee: Wednesday,
May 24th from 10:00 a.m.-12:00 p.m. Tourism Offices.
-
Meetings and Convention Committee: Friday,
May 12th from 12:00 p.m.-2:00 p.m. Tourism Offices.
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Wisconsin Reaping PR Rewards
from 2005 Fam Trips
Freelance writer and artist
Shifra Stein and her husband, photographer Bob Barrett, spent several days
in Bayfield and Madeline Island last fall and her subsequent articles have
been popping up on a number of websites frequented by travelers and
artists. Here are the links:
Last year's Northwoods fam with
several German writers generated an article in the Rheinische Post daily
newspaper. If you can know German, you
can read it here for yourself. Ruth Goetz knew enough German to tell
us that the writer had a terrific experience dog mushing in Bayfield and
cross-country skiing in Hayward.
Last spring's UK Fam with Great
Lakes of North America (GLNA) brought Amy Adams to the Lake Superior area.
Read page 1 and page
2 of her story in TNT magazine here.
And the Environmentally Green
Wheels Keep on Turning
The Associated Press story
about tourism's favorite pilot program continues to circulate. It was
recently reported on MSN
in Japan and on ABC
News online. Also, Mary Bergin covered the program in one of her
recent Capital
Times columns.
Northwoods Blogs and Webcams
Make News
The Rhinelander Daily News featured
a piece about local businesses taking advantage of new technology to reach
travelers sitting in front of computers in their Chicago high rise office.
Read
the article in its entirety.
Nearly 1,900 Lake Geneva
Bunnies Hop Their Way into National Attention
USA Today covered Lake
Geneva's efforts to break the record for World's Longest Bunny Hop. In
this case, the picture is worth checking out.
Telemark Receives "SuperTour"
Honors
In a competition to name the
best SuperTour Cross Country Skiing organizer of the season, Telemark,
Wis., won the distinction of Best Organizer of the 2006 SuperTour while
Madison received third place recognition. The 2006 SuperTour Cross Country
Skiing Championship was organized in nine cities and officials ranked the
sites based on media, spectators and atmosphere.
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Order Your MTWA
Directory
The Midwest Travel Writers
Association (MTWA) is the nation's oldest association for travel editors,
freelance writers, and photographers. Make sure you reach these
professionals by purchasing the 2006 MTWA Membership Directory. For $50,
you receive a directory with names, addresses, phone and fax numbers,
email addresses, magazine, book and newspaper credits, and areas of
writing specialization for more than 100 writers, photographers, editors,
and public relations professionals. For an additional $15, you can get the
directory plus all of the information on a CD. Here
is the order form.
Family Reunions
Lynn Hayes, editor of FamilyTravel.com,
is interested in information regarding unique, interesting, fun, and/or
active destinations for family reunions for FamilyTravel.com. Please send
materials via e-mail to lohayes@familytravel.com.
Up and Coming Convention
Cities
Vickie Mitchell, editor of Small
Market Meetings, is seeking information for a page-one story
"Small but Spectacular: Up and Coming Convention Cities."
Second- and third-tier cities that can supply evidence of growth in their
meeting business and a description of changes that are fueling increased
interest in the city as a meeting destination should respond by e-mail
only to vmitchell@smallmarketmeetings.com
by May 30.
Driver Incentives to Beat the
Rising Gas Prices
TIA would like to know if your
business is developing any proactive strategies to encourage travel to
your area to counter the recent spike in gas prices. For example, visitors
to Branson will be rewarded with a free Gas Buster discount card worth a
total of $50 off regular prices and accepted at dozens of live shows,
attractions and lodging properties, retail shops, and restaurants. TIA
will post responses on their website as a resource for media and the
industry. Please email your initiative with business name and state to
Melanie Wendt at mwendt@tia.org no
later than May 12.
Senior Walking Tours
John Hilferty, columnist for
the Philadelphia Inquirer and several papers in Illinois, is
seeking information on walking tours geared for a mature visitor in his
Senior Traveler column. Send information by e-mail to hilf@johnhilferty.com.
Taking Advantage of the
New Co-op Email Program
This month's tech tips features the Department's brand new Email Co-op
program, which will replace the Department's system of renting email
lists.
Much like the Print Advertising Co-op program, tourism businesses and
organizations can place an ad alongside other businesses. The difference
lies in the media. Instead of running in a newspaper or magazine, your ad
is one of only nine featured in each of two specialized monthly emails:
Packages & Deals or Signature Events. The Department sends the email
to its list of subscribers, which reaches thousands of potential
travelers.
There are many benefits to the program. Graphic design skills aren't
required because an easy online form lets you create and preview your ad
on the spot. Forget database and deployment hassles, it's all done for
you. Finally, you will receive a customized report showing how many
subscribers received the email along with click-through and open rates.
All you need to do is write the ad.
As you develop your ad, keep some things in mind. Because of the
limited spaces available each month, an individual advertiser may only
advertise in four admails per year. So plan ahead to capture the best
offerings from your business or destination. Also, to ensure the most
successful click-through rate and the best investment of your money, be
sure that your ad is compelling and interesting to your subscribers.
Finally, if you are promoting an event, pay close attention to the
approximate date the email will run in order give travelers plenty of time
to plan.
It's easy to participate. First, make sure you have a completed
Participation Agreement on file with Stephanie Fox at Boelter+Lincoln, who
is administering the program. Then go to the Co-op
Email Program on the agency website for all the tools you need,
including complete instructions, sample emails and an easy to use online
order form.
The Department is offering a special Introductory Rate of $250 per ad
for 2006. If you have questions before you get started, give Stephanie
a call at 414-271-0101.
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Traveling and Out to Visit You! How to Succeed in a Growing Disability
Market
By Tammy Liddicoat ADA Wisconsin Partnership
It is estimated that one in five people has a disability. According to
the US Census Bureau, Americans with disabilities make up 19% of the
population, nearly 50 million people. With an aging baby boomer
generation, the percentage is expected to climb to 24% of the by 2030.
These numbers have big implications for the travel industry. It's no
wonder that demand for accessible tourist destinations is on the rise.
Travelers with disabilities are just as eager as everyone else to dine in
great restaurants, enjoy exciting attractions, and stay in top notch
lodging facilities. And it's not just the person with the disability
spending money and choosing a venue they can access - many travel with
families, co-workers and friends. They spend their collective leisure and
travel dollars in places they can visit together.
Customers with disabilities are a growing market and important to the
bottom line of travel businesses. Is your business ready to accommodate
this market? Is your venue accessible to consumers with disabilities? Is
your staff comfortable and welcoming when a guest or customer with a
disability arrives?
It might be the right time to assess your disability
"visit-ability". Following are some ideas on how to welcome and
attract more customers with disabilities (and the people they are
traveling with) to your venue or business.
A Few Simple Tips for
Interacting
You don't have to feel awkward
in dealing with someone who has a disability. He or she may have issues
that affect his or her sight, mobility, communication or hearing, but the
important thing to remember is that a person is a person - not a
disability. And if you are ever unsure about what to do or say - just ask!
-
Helping - Adults with
disabilities, like most everyone, want to be treated as independent.
Offer assistance only if someone appears to need it. And if you offer
help, ask how before you act.
-
Speaking - Always talk directly to
a person with a disability, not to his or her companion, aide or sign
language interpreter. When talking for a period of time with someone
who uses a wheelchair, it helps to be on the same level. Sit in a
chair if it's handy.
-
Contact - Avoid touching a
person's wheelchair or cane because personal equipment is considered
part of a person's physical space. Also, grabbing a person by the arm
could knock them off balance even if your intention is to help. Again,
ask before offering assistance. It's also very important not to touch
or distract a guide dog or service animal. As tempting as it is to
pet, the animal is working and must concentrate on the job at hand.
-
Assumptions - Never assume
anything. A person who appears to be drunk or sick might in fact have
cerebral palsy or another disability. Get the facts before acting on
your first impression.
- Requests - Respond graciously. If someone asks for an
accommodation, do your best to provide it if you can. Remember, people
will tell their friends, co-workers, and family when they have been
treated with great customer service.
Physical Access: Getting
there, getting in and getting around…
Ask yourself a few simple
questions to determine if your facility or venue has the basic ingredients
for accessibility:
On approaching and entering your place of business…
- Do you have sufficient accessible parking?
- Is the path from parking to your entrance free of barriers?
- Is there a zero step entry?
- Is the door easy to open?
- Is the entrance at least 36" wide and easy to pass
through?
- Are ramps free from obstructions and snow?
On accessing your products and services…
- Are all routes and pathways unobstructed and 36" wide?
- Are surfaces smooth and secure?
- Is there elevator access to additional floors of your
building?
- Are there sufficient signs to identify the location of accessible
restrooms, telephones, water fountains, exits, etc?
- Are counter top heights accessible to someone using a wheelchair? If
not, do you provide a clipboard or other surface for customers to use
for writing?
On your restrooms …
- Is there a stall that accommodates a person using a
wheelchair?
- Are there safe grab bars behind and on the sidewall nearest the
toilet?
- Is the toilet seat 17 to 19 inches from the floor?
- Can you operate the hardware on stall doors, dispensers, sinks and
faucets with a closed fist?
If the answer to any of these questions is no, then you have an
opportunity to improve your potential to attract a new and growing
customer base. It doesn't have to cost big money to make a big
improvement. There are many ways you can make your business more
accessible with just a few simple changes and there are many resources to
call upon that are willing to help and answer questions.
If you have already made great strides to ensure that your hotel,
restaurant, museum, or business is accessible to people with disabilities
- make sure people know about it! The Wisconsin Department of Tourism
makes a variety of accessibility information available on
travelwisconsin.com through the Extranet (see
this month's Travel News Briefs). So be sure to advertise your venue
as accessible and that you welcome people with disabilities and their
travel companions to spend their money with you!
Here are several resources for helping you make your business more
accessible and welcoming for customers with disabilities.
If you build it they will come.
Resources:
Disability and Business
Technical Assistance Centers Web:
http://www.adata.org
To call your Regional Center:
800-949-4232 (voice and TTY)
US Access Board Web:
www.access-board.gov
ADA Technical Assistance Line:
800-872-2253 or 800-993-2822 (TTY)
US Department of Justice
Web:
www.usdoj.gov/crt/ada/adahom1.htm
ADA Information Line:
800-514-0301 or 800-514-0383 (TTY)
About the ADA Wisconsin
Partnership:
The ADA Wisconsin Partnership
is a coalition of people with disabilities, business and government that
promotes full implementation of the Americans with Disabilities Act (ADA).
Funding is provided by a federal grant through the Great Lakes
Disability and Business Technical Assistance Center (GLDBTAC), located at
the Department of Disability and Human Development at the University of
Illinois at Chicago.
Find out more at www.adawipartnership.org.
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