March 9, 2007
In this issue:
TOP STORIES
Kelli Trumble Named New
Tourism Secretary
Governor Doyle appointed Kelli
A.Trumble as Secretary of Tourism effective February 19, 2007. Trumble
brings 20 years of experience in Wisconsin's travel and hospitality
industry to her new role as Tourism Secretary.
"I am thrilled and honored
with this opportunity to serve Governor Doyle and work with him to move
Wisconsin forward," Trumble said. "I'm excited to lead with a
big vision. I love everything Wisconsin stands for - not only in the
Midwest, but nationally."
Kelli brings 20 years of
experience in the travel and hospitality industry to the Department of
Tourism. Her long career in Wisconsin's travel and hospitality industry
began with her position as Executive Director at the Wisconsin Dells
Visitor & Convention Bureau. In 2003, she opened Sundara Inn & Spa
located in Wisconsin Dells. Before selling her investment in Sundara Inn
& Spa, it was named the Number #3 Favorite Spa Escape in America by
ABC's "Good Morning America."
In 1996, she opened her own
firm, specializing in marketing, communications and customer relations
programs for the tourism industry. Kelli also developed The Entertainment
Network, an in-area cable television show featuring "what's new and
things to do" in Wisconsin Dells.
Kelli served on the Governor's
Council on Tourism for nine years, as well as the Wisconsin Tourism
Federation, the Wisconsin Association of Convention & Visitors
Bureaus, and the Wisconsin Festivals & Events Association. Over the
years, she has been tapped by industry organizations to serve as a speaker
and discussion leader at conventions including the Wisconsin Governor's
Conference on Tourism, The National Tour Association, the Wisconsin
Restaurant Association, The Missouri Governor's Conference on Tourism, and
others.
Kelli is a graduate of the
School of Journalism at the University of Wisconsin-Madison. Today, she
and her husband, former Wisconsin Dells' mayor and tourism business owner
Ben Borcher, reside in Wisconsin Dells. In their free time, they tour the
state on their Harley-Davidson motorcycle and Trek bicycles, enjoying the
state's many theaters, arts and restaurants.
Traveler Spending Up $1
Billion in 2006
Traveler spending in Wisconsin
rose just over $1 billion last year, going from $11.95 billion in 2005 to
$12.97 billion in 2006, according to a new study from the Wisconsin
Department of Tourism. Governor Doyle announced the traveler spending
figures via videotape at the Governor's Conference on Tourism annual
banquet in Appleton. Traveler spending was up in all four seasons. Summer
spending rose from $4.45 billion to $4.94 billion; fall spending from
$2.86 billion to $3.02 billion; winter spending from $2.1 billion to $2.3
billion; and spring spending from $2.5 billion to $2.7 billion. The
complete economic impact report with county and regional breakdowns will
be available in early May in conjunction with the Annual
National Tourism Week, scheduled May 12-20, 2007.
"Great Moments"
Campaign Makes Emotional Connection with Travelers
The Department debuted its
brand new advertising campaign at the Governor's Conference on Tourism.
The new campaign strives to make an emotional connection with potential
travelers by capturing the "great moments" from vacation
experiences, the moments that turn customers into "brand
evangelists."
The advertising campaign
features new music, a new graphic look and new photography designed to
make an emotional connection with potential visitors. The new creative
approach, dubbed "Great Moments," will retain the current
"Life's So Good" tagline. In addition to television spots and
print ads, it also includes outdoor boards and online banners. The
campaign will primarily target adults 25-54 in Wisconsin and surrounding
areas, including Chicago/Northern Illinois, Minneapolis/St. Paul and
Western Michigan.
View the print campaign and
watch the TV spots online at http://www.boelterlincoln.com/tourism/summer/.
A detailed advertising campaign summary is also available on the same
webpage.
New "Pride" PSA
Encourages Stewardship of State's Resources
The last two years the
Department created a public service announcement for Wisconsin's tourism
industry known as the "Pride Campaign." The campaign focused on
the industry's frontline employees. This year, the Department has
developed a brand new message that focuses on the state's environmental
legacy and the role Travel Green Wisconsin plays in helping residents and
the industry become stewards of the state's natural resources. The spots
will begin airing in April through a partnership with the Wisconsin
Broadcasters Association. Listen
to the radio PSA and view
the TV spot.
Partnership Forged with Two
Sports Celebrities
The Department's Communication
team recently partnered with two big names in the sporting world: former
Green Bay Packer Santana Dotson and three-time British Open champion
Sherri Steinhauer. Dotson appeared in two public service announcements to
promote events during Black History Month and the Golf Wisconsin program.
The PSA's aired on the WTMJ network and was distributed to statewide radio
stations. Steinhauer is helping the Department promote junior golf
programs and the Golf Wisconsin license plate through several initiatives.
She appeared on a direct mail piece that was distributed to several golf
affinity groups and will also appear in radio spots later this year.
Listen
to Santana Dotson's Black History Month spot.
Top
TRAVEL NEWS BRIEFS
"Pamper Me
Wisconsin" Promotion Offers Mid-Winter "Chance" for
Relief
Over 1,660 potential spa
customers entered to win a free spa getaway at one of the state's
luxurious resorts: Spa Del Sol at Chula Vista Resort, Evensong at the
Heidel House and the O Spa at Olympia Resort. Each package included
overnight stay and spa services for two. The promotion relied on
traditional advertising to drive consumers to TravelWisconsin.com. In
addition to paid efforts, on-air interviews, editorial pieces and Internet
coverage were leveraged with media partners. This included interviews with
Deputy Secretary Sheree Dallas Branch on seven radio stations airing in
Milwaukee and Beloit. Television interviews featured an appearance by
Valeria Davis on Madison's WMTV-TV Channel 15.
Travel Green Wisconsin
Opportunity
Focus on Energy has launched a
Small Business Grant program aimed to assist Travel Green Wisconsin
certified businesses install energy efficient technology and appliances.
This program focuses on the installation of innovative, energy-efficient
technologies including new ENERGY STAR initiatives, specialty compact
fluorescent light bulbs, and other innovative lighting technologies such
as new LED lighting and lighting fixtures. Incentives are anywhere from
$4.00 for an ENERGY STAR compact fluorescent light bulb to $300.00 for
specifically rated ice machines. Incentives are offered on a first-come,
first served basis. For questions, contact Barbara Smith, Division of
Energy at 608/266-7554 or Barbara.smith@wisconsin.gov.
Visit the Focus on Energy website
for additional information about the organization.
Wisconsin Welcome Centers
Determine Traveler's Mood for Food
Are you in the mood for
something sweet, cheesey, fishy or even moolicious? This spring and summer
travelers in search of a good meal or even just a tasty snack can get
first-hand expert advice from staff at the Wisconsin Welcome Centers and
their new handy Food Mood Wheel. The clever "food mood ring" is
a fun way to get the conversation started with travelers about where they
can go to experience different kinds of foods based on their interests.
Each month the centers will
focus on two different Food Moods with promotional efforts such as food
samples, prize drawings, displays and demonstrations. For example, one
month might be fish-themed, with a fish boil demonstration, smoked fish
samples, a drawing to win a charter fishing trip, and a Great Lakes
display.
The centers welcome suggestions
from the industry for places in their communities that offer unique
Wisconsin food experiences. If you are interested in participating in
these promotions, contact Joellyn Merz at the Beloit Welcome Center at
608-364-4823 or drop her a line at jmerz@travelwisconsin.com.
National Tourism Week Coming
in May
The 24th annual National
Tourism Week event, which is sponsored by TIA and commemorated by states,
cities and organizations across the nation, is scheduled for May 12-20,
2007. The goal of NTW is to highlight the powerful economic, social and
cultural impacts of travel through events and celebrations. This year's
national activities and communications efforts will highlight the theme:
"Tourism: America's Front Door." More information about National
Tourism Week is available online at www.tia.org.
Top
New Secretary Kelli Trumble
Makes Headlines
Read several recent in-depth
profiles on the Department of Tourism's new chief from the Wisconsin
State Journal, wisbusiness.com,
and Wisconsin Dells
Events.
From Martha to Regis &
Kelly: Wisconsin's National Media Hits
Lake Geneva's U.S. National
Snow Sculpting Championship was featured on the Martha Stewart Show in
February. Martha interviewed the captain of the championship team,
Milwaukee's own David Andrews, while television viewers were treated to
photos of the winning sculpture "Veg-Head." Additionally, the
Smithsonian Network was on-site throughout the competition filming the
event for use in a documentary debuting later this year on the
Smithsonian's new cable network in conjunction with Showtime. An AP story
on the competition also appeared in more than 80 newspapers across the
U.S. and in Canada.
Aspira Spa at The Osthoff Resort is already making national news
after opening only a year ago. They were on "Live with Regis and
Kelly" where Samantha Brown, host of the Travel Channel's
"Passport" series, offered her picks for great spa deals. Aspira
was one of just three spas featured. Brown and Philbin commented during
the segment that "just saying the name Aspira makes you relax!"
Everyone's Talking About the
Food
The Department's recent focus
on culinary tourism and partnership with Department of Agriculture, Trade
and Consumer Protection has generated several articles. Syndicated travel
writer Mary Bergin wrote a lengthy article about the Department's efforts,
the slow food and "Buy Local, Buy Wisconsin" movements and a
series of culinary trails that will be under development in the future. Read
Mary's column.
Reporter Barry Adams from the Wisconsin State Journal covered
the topic at the recent Governor's Conference on Tourism. Read
his article.
Milwaukee also received some recent print on their culinary explosion
from the inaugural issue of the new Midwest Airlines in-flight magazine. Read
it here.
Department Staff On Radio
and TV Airwaves
The Department of Tourism staff
has been making the rounds on a variety of radio and TV stations around
the state.
Marketing Director Sarah Klavas recently was a guest on the Wisconsin
Public Radio's Larry Meiller program to discuss ag-tourism and the
Department's recent efforts to promote culinary tourism. In other radio
highlights, Jerry Huffman appeared on Milwaukee's WMYX 99.1-FM for a
Valentine's show about the "Pamper Me Wisconsin"
sweepstakes. Listen
to Jerry on WMYX.
The Department's regular media partner WMTV-TV Ch. 15 covered a number
of Wisconsin activities and attractions in recent months. Valeria Davis
promoted the "Pamper Me Wisconsin" getaway sweepstakes and all
Wisconsin's spas. Jerry Huffman did a segment that was taped at
Wollersheim Winery in Prairie du Sac. Finally, free massages for travelers
stopping at the Beloit and Kenosha Wisconsin Welcome Centers received a
nice play from the station.
Lisa Marshall was on WREX-TV in Rockford promoting the American
Birkebeiner and Ashland's Book Across the Bay. That was followed by a
lengthy travel package on WQOW-TV Eau Claire's Ch.18, where waterparks,
Cave of the Mounds, Sprecher Brewery and Milwaukee Public Museum were the
topic.
National Magazines
Life magazine, the
Sunday newspaper insert, featured an article about winter island getaways
in their January 17th edition. Upper Door County (technically an
island) was included in the story.
The February
issue of Boating World magazine recommended a cruise from "Chicago
to Milwaukee" because of its "ultimate baseball
weekend." The article includes a photo of Miller Park and contact
information for Milwaukee County Parks' McKinley Marina.
Inside Milwaukee's Meetings
& Convention Business
Milwaukee was recently the
subject of in-depth articles in trade meeting planner publications. In Successful
Meetings, the article discusses VISIT Milwaukee's innovative
partnership with the Portland and Pittsburgh CVB's. Convene
Magazine, arguably one of the most important trade publications in
the convention and meeting business, focused on efforts Milwaukee,
Nashville and Indianapolis are implementing to attract visitors.
Special Recognitions,
Achievements and More
Wind Point Lighthouse in
Racine has been named a winner of the JELD-WEN Lighthouse Restoration
Initiative. In addition to replacing the Wind Point's door and windows,
JELD-WEN, the world's leading manufacturer of reliable windows and doors,
will also help bring back the architectural integrity of the historic
lighthouse and help protect the structure in the future.
The West Bend Art Museum recently and officially unveiled a new
name, logo and website, but more importantly, a new life and mission as
the regionally focused Museum of Wisconsin Art.
Birding Guide Featured
The recent Lake Michigan
edition of the Great Wisconsin Birding & Nature Trail Guide was
plugged by the Kenosha News, Ironwood Daily Globe and during a radio
interview on Ft. Atkinson's WFAW 940-AM.
Top
Spa Developments Wanted
Craig Oliver, Editor-in-Chief
of Spas of America is seeking new spa developments, treatments and
wellness experiences for the benefit of their target audience. Please
contact Craig at pr@spasofamerica.com
with any helpful information.
Have Something New in
2008?
AAA Living magazine is
looking for any new attractions and festivals planned for 2008. If you
have something that fits the bill, contact Assistant Editor Jessica Wright
at 336-383-5595 or jessica.wright@paceco.com.
The Cheeses of Wisconsin
Freelance writer Jeanette Hurt
is working on a new book, The Cheeses of Wisconsin, to be published
in 2008. Throughout the next few months, she will be touring cheese
factories and meeting with artisan cheesemakers. In addition, she is
including travel suggestions and nearby attractions and lodging for each
listing. If you represent an area that is home to a cheese factory, or are
a lodging property near one, she is looking forward to hearing from you.
Please contact her at jhurt@execpc.com
or 414-744-0596
Top
5 Ways to Take Advantage of
the New TravelWisconsin.com
There may not be any written
contracts or stock options, but the Wisconsin Department of Tourism and
its group of dedicated Extranet partners are definitely in business
together when it comes to making TravelWisconsin.com the best state travel
planning site in the country.
A clean design makeover and a whole lot of improved features and
functionality came with the launch of the new TravelWisconsin.com in
January, as did a few new ways for Extranet partners to help online travel
planners find their destinations and activities. Here are five tips on
taking advantage of the new CMS (Content Management System):
Upload Your Photos. Visually, there isn't a more significant
change from the Extranet to the CMS than the addition of photo galleries
for travel items. Bland detail pages will soon be a thing of the past as
more partners take advantage of this new feature to easily upload images
of attractions, accommodations and more onto TravelWisconsin.com. To see
how these photo galleries appear on the site, take
a look at this example.
Your New Mantra: It's All About Activities. Whether travelers
have visited Wisconsin since they were young, or are discovering the state
for the first time, they all share one common trait: they know what they
love to do. So, we built the site around those experiences, and made
categorizing travel items and events the first step in the streamlined CMS
data entry process. Entering your information accurately will help travel
planners find everything related to their favorite activity in one place
on TravelWisconsin.com, and an easy planning experience can go a long way
toward a great vacation experience - and repeat visits down the road.
While the new categories and subcategories may seem just different enough
from the old system to be confusing, we've made available a handy
cheat-sheet to help you easily determine what goes where. Download
it and other CMS user guides here.
New Attributes Can Contribute to Your Success. When building the
new TravelWisconsin.com, we took a fresh look at the data we were
capturing on all the activities available in the state. As a result, there
are new opportunities to take credit for your area attractions' great
attributes, including Travel Green Wisconsin Certification. We took as
much data from the old system as we could, but with the new options in
place (did we mention photo galleries?), it's worth a look to see if your
attractions are represented accurately. Old rules still apply, so please
check only what DOES apply to your travel items and events. On
TravelWisconsin.com, we've made it easier than ever for travelers to sort
and filter their options by these attributes, so you can be sure that all
your hard work will get noticed where it matters most.
Take a Test Drive. One of the more frustrating aspects of the
Extranet system was going through 16 screens of data entry and STILL not
knowing how everything you entered was going to look when a traveler saw
it online. That's no longer the case. After going through the
three-or-four step process of adding or editing an item in the new CMS,
you can get a preview of just how that item will look on the site -
including your photo galleries and integrated map. After previewing, you
have the option to go back and change anything that you'd like or add
anything you missed allowing you to submit items with the confidence that
everything is in its place.
Get Help When You Need It. The new CMS is, well, new to us, too,
but we're working in and with it daily to make it the best it can be. As
always, our dedicated Database Content Coordinator, Linda Anderson-Drogsvold,
is there to help answer your questions, troubleshoot problems, and offer
online training session for one or many partners at a time. To set up an
online training session with Linda, contact her by email
or by phone at 608-261-8212.
Top
Travelers Go Shopping
In Wisconsin, shopping leads all categories of travel spending (32%),
ahead of food (25%), recreation (24%), lodging (12%) and transportation
(7%). Tourism consultant Dr. Peter Tarlow points out that shopping is more
than merely exchanging money for goods; it also provides a "window
into the soul of a community."
Tarlow says that many visitors use shopping as one of the ways they
judge a community or attraction. The decision to return to an area is
often based less on the quality of its lodging or events than on its
shopping experience. Shopping also acts as a marketing tool for a
community or attraction. When someone says that he or she bought an item
in a particular place, that person is subtly, yet often effectively,
advertising not only the item but also the place of purchase. Tarlow
suggests keeping the following points in mind:
-
Tourism shopping is most successful
when the items offered are unique. Many tourism "shopping
centers" have become so standardized that visitors may wonder why
they ever left home. Develop a list of places that sell local or
unique products. Can these places be connected by a local theme or
motto? Encourage shop owners to stress the local angle not only with
the products they sell but also with the appearance of their store or
locale.
-
Compete on quality or service or
another "point of difference," not on price. Often
merchants complain they cannot compete against the buying power of
large chain or discount stores. One basic rule is: "Do not fight
a war you cannot win." Rather than compete on price, local stores
should emphasize customer service, a willingness to find and stock
local products, or outstanding service. For example, the telephone
should never take priority over a customer. Make sure every customer
is greeted with a smile and even if the customer buys nothing, develop
a relationship, which may bring that person back to your store another
time.
-
Keep regular and convenient business
hours. Often store owners, especially in smaller communities,
drift away from the goal of serving the public when they want to be
served, and not vice versa. Hours should be kept according to the
posted sign. Highly successful businesses are those that are open when
people want to shop. For example, in the United States the two busiest
shopping days are Saturdays and Sundays. These days are followed by,
the "shoulder days" of Mondays and Fridays in importance.
Yet, in many communities, stores are closed on Sundays and Mondays
while being open on the off days of Tuesday, Wednesday and Thursday.
-
City workers, law enforcement and
others in contact with the public are an important part of the
shopping experience. It is important for city and community
workers to encourage people to go downtown to shop, to help make
parking easy and penalty-free, and to know what stores and products
are available in their community. Every city employee should see him
or herself as a community ambassador. The more that public officials
support and promote local shopping, the healthier the local economy
will tend to be.
-
People shop where merchants know their
niche markets. Often those in business have no idea who is
shopping in their community. Good service also means meeting specific
needs of your customers. For example, if your patrons fall into a
specific age or linguistic group, offer products to fit that
demographic, provide service in their language or in other ways give
the type of attention that will make people want to buy. The tourism
industry can be of tremendous aid to local merchants by sharing
visitor profiles with them.
-
Vacation shopping experiences often
over promise and under deliver. Communities don't want work hard
to get travelers to visit only to discover it cannot deliver the
experience that was promised. The best advertising in the world will
not compensate for a poor experience. A community assessment of
strengths and weaknesses can lead to determining a distinctive point
of difference and then advertising only what you can realistically
deliver.
-
Explore alternate ways to market local
shopping. Consider shifting some of your advertising budget into
personnel development and creating a better level of customer service.
Most tourism officials already know that the best advertising is
word-of-mouth and that advertising is only one part of a total
marketing strategy.
-
Train, train, train. Often
shopkeepers believe they are offering good customer service, only to
discover that employees are not translating the owner's vision into
actions. The higher the quality of training, the better your success,
so obtain the best and most frequent training you can afford. Seek
ways to get the entire community onboard and, if possible, train
everyone from security personnel to front line people. Ask workers
about the kind of training they would like to have and then provide
it.
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