TOURISM TODAY
January/February 2002
Secretary Speros Stresses Tourism’s Economic Contribution at summit
Secretary Speros took part in the second annual Wisconsin Economic Summit, held on November 27th at Milwaukee’s Midwest Express Center. He spoke during a panel discussion entitled Preserving Wisconsin’s Economic Backbone: Assisting Wisconsin’s Service Industries.
Sec. Speros conveyed to participants that the state’s tourism product is a strong force in Wisconsin’s economic health. “Tourism ranks alongside manufacturing and agriculture as one of Wisconsin’s top three revenue producing industries,” Secretary Speros said. “It is the base of many local economies, it adds balance to the state’s manufacturing and agriculture industries, and it is the reason many visitors become residents.”
The University of Wisconsin System and the Board or Regents organized the Wisconsin Economic Summit II, in cooperation with business and government leaders, to address the future direction of Wisconsin’s economy. The theme of this year’s meeting, which builds on the success of the 2000 Wisconsin Economic Summit, is Wisconsin’s Economy at the Crossroads: Building Higher Paying Jobs for the Future.
“Wisconsin’s travel and tourism industry is not just about dollars, it’s also about quality of life,” Secretary Speros said in his remarks.
“Every stadium renovation, art museum expansion, new indoor waterpark or world-class golf course built, makes Wisconsin a more attractive place to live, work and play and a more attractive place to build and grow your business and recruit employees."
Speros added, "You can’t discount the importance that top-notch cultural and recreational opportunities play in the economic growth of any state or destination. The tourism product contributes to our outstanding quality of life, attracting and retaining businesses and their employees. Ask residents why they choose to live in Wisconsin and they will mention quality of life. Investing in and recognizing the tourism industry can help ensure that Wisconsin maintains its quality of life and further realize Wisconsin’s economic prosperity.”
Online Transcript of Secretary Speros’ remarks
“No snow” marketing plan in place
This won’t be the first year snow didn’t arrive in Wisconsin as early as anticipated. Even though there may be a shortage of snow, there is never a shortage of winter activities and attractions in Wisconsin.
The Department is prepared for the situation, and a “no snow” marketing plan is in place to promote the state’s non-snow related activities. Also, when the snow does arrive, we are prepared to quickly get the word out. Strategic plans include utilizing advertising, press releases, travelwisconsin.com, email newsletters, media interviews, and our weekly radio broadcasts to publicize activities that are not snow dependent.
Beginning the last week of December, television stations running our
winter spots will add 10 and 15 second billboards with a voice over to
publicize our many activities and events that are not weather dependent.
Once snow arrives, the billboards will be replaced with a message to
announce the improvement in snow conditions.
Conference keynote speakers address customer service and e-commerce in
the tourism industry
The 2002 Governor’s Conference on Tourism will be held March 10 - 12, at the La Crosse Center in La Crosse. The focus of the 2002 conference will be revitalizing Wisconsin’s tourism industry and growing it to new heights.
The conference will offer two exceptional keynote presentations. On
Monday, Lisa Ford, author of the best selling videotape series How to Give
Exceptional Service, will focus on the fine art of customer service.
Attendees will learn how to create a customer-focused team that listens
effectively, keeps their customer-first attitude all day, builds
partnerships with the public and turns around customer perception when the
system breaks down.
Travelocity CEO Terry B. Jones is scheduled to speak on Tuesday.
Considered one of the most skilled and accomplished business leaders in
electronic commerce, he will discuss how to build a Web brand, turn shoppers
into buyers and service a sale online. Mr. Jones will outline current
barriers to buying on the Web and share tips and techniques on overcoming
them.
Register now for the early-bird rate!
Take advantage of the special early-bird rate by returning your registration
by January 25, 2002. Online registration is available on the conference Web
site at www.wigcot.org.
For further information on the 2002 Governor’s Conference on Tourism,
contact Dawn Aspenson, at 608/266-3978 or at daspenson@travelwisconsin.com.
Snow condition report ready for snow
Despite the weather not cooperating, The Department of Tourism and dozens of snow condition reporters statewide are ready to update snow conditions online and have it available almost immediately to www.travelwisconsin.com users and people calling 1-800-432-TRIP.
As in the past, the Department has enlisted the help of reporters across the
state to compile downhill, cross country and snowmobile snow condition
information. But instead of calling, e-mailing or faxing their information
in once a week, reporters are now updating their information online via the
Extranet at anytime. The information is posted on www.travelwisconsin.com
and on the call center application, as soon as Department staff approves it
(at least daily).
The Department is also e-mailing weekly snow conditions updates to customers
subscribing to this service as well as to media.
Strategic marketing plan now available
The Wisconsin Department of Tourism’s 2002 marketing plan is now available. This comprehensive plan outlines the marketing objectives, strategies and tactics used to promote Wisconsin’s tourism industry. It covers all of the department’s program areas to include: public relations, meetings and conventions, heritage tourism, international and motorcoach marketing, information technology, customer service, direct marketing and the Joint Effort Marketing program.
To obtain a copy of the Strategic Marketing Plan, call Jackie Hepler at jhepler@travelwisconsin.com or by calling 608/266-2147. The guide is also offered online.
1.4 million spring samplers positioned in Midwest magazines
Ten Midwest magazines will feature the 2002 Spring Sampler in their April and May issues.
The selected magazines include The Chicago Tribune Magazine, Midwest Living, Chicago Amateur Athlete, Minneapolis-St.Paul, Minnesota Monthly, Wisconsin Trails, Wisconsin Natural Resources, Windy City Sports and Twin Cities Sports.
The Sampler features a variety of Wisconsin’s recreational events and activities including golf, fishing, baseball, paddle sports, wildlife, hiking and biking.
The Sampler will also be available online at www.travelwisconsin.com,
by calling 1-800/432-TRIP or visiting one of Wisconsin 12 travel information
centers.
Budget update
Due to the slowing economy and lower than estimated state tax collections,
the Department recently took an additional budget cut along with other state
agencies. The Department has cut a total of $1.2 million from its annual
budget compared to the last fiscal year. The current promotional budget is
$10.7 million for 2001-2002.
Governor appoints Doug Nielson to Council
Governor McCallum recently announced the appointment of Doug Nielson,
President and CEO of the Greater Milwaukee Convention and Visitors Bureau,
to the Governor’s Council on Tourism.
Nielson has been with the GMCVB since March 1, 2001. He was previously the San Francisco Convention & Visitors Bureau Vice President of Convention Sales. Nielson has 17 years in hotel sales and marketing experience with Westin, Park Lane and Hyatt hotels.
Nielson replaces Bill Hanbury, former head of the Greater Milwaukee
Convention and Visitors Bureau on the council.
Department Promotes Wisconsin tourism at National Conventions
Lee Ann Merrill represented the Department of Tourism at the National Tour
Association’s Annual Convention in Houston, November 9 – 14.
Recognized as one of the premier travel events in North America, the convention attracts more than 3,000 travel professionals, including tour companies, tour suppliers (such as hotels and attractions) and destination marketing organizations (DMO). The Tour & Travel Exchange, a forum for buying and selling travel, is a highlight of the convention. The Exchange gives organizations like the Wisconsin Department of Tourism the opportunity to promote their destination to tour companies.
The leads generated from NTA are available by contacting Jackie Hepler at 608/266-2147 or jhepler@travelwisconsin.com
In 2002, the Department will meet with tour operators at the American Bus
Association conference held February 2–7 and attend the Travel Industry of
America’s International Pow Wow, May 25-29. Leads from both of these
events will also be available.
Celebrate 2002 as “Year of the Trail”
In January, Governor McCallum kicks off 2002 as the Year of the Trail, a yearlong celebration of the history, growth and benefits of the Wisconsin trail system. The celebration includes statewide events that will encourage participation from a number of different audiences including current and potential trail users throughout Wisconsin and neighboring states.
The events showcase the contributions of the Wisconsin trail system to its users in the form of health, recreational, community and environmental benefits.
Working in conjunction with local communities, DNR, and the Bureau of
Parks and Recreation hopes to build support for the trails and the awareness
of the need to maintain them. The Department of Tourism will help promote
the year of the trail primarily through public relations.
National Trails Day on June 1 and National Trails Day Hike, Bike and Ride
at Kohler-Andrae State Park on May 18 are just two, among the many events
that will take place across the state next year.
If you would like more information about next year’s celebration or
would like to host a Year of the Trails event, contact Lee Ann Owens,
Communications Coordinator for Year of the Trail at owensl@dnr.state.wi.us
or 608/264-8957 or visit the Year of the Trails Web site at http://www.dnr.state.wi.us/org/land/parks/trails/yot.html.
The Mature Traveler and the Baby Boomers
With more time and money, the mature consumer is the leading and
fastest-growing market segment in the travel industry. Currently at 21
percent of the U.S. population, the age 55 and older population will soon be
tipping the scales as 78 million Baby Boomers turn 55 and enter their “junior
mature” years.
But there are big differences between the travel preferences of Baby
Boomers and the older 65+ populations. The National Mature Traveler*
Mature travelers account for 31% of all trips taken in the U.S. compared to
45% generated by Baby Boomers.
- Four out of five Mature trips include an overnight stay. These
overnight trips are more likely to include shopping and visiting
historical places or museums.
- Matures are more likely to stay in the homes of friends or relatives whereas Baby Boomers are more apt to find lodging in hotels, motels, or B&Bs.
Matures, on average, spend $507 on overnight trips and $143 on day trips.
- Matures travel year-round with summer and fall trips being the most
popular.
Wisconsin’s Baby Boomer Traveler**
- Relaxation or “break in routine” was the primary purpose for the Baby Boomer’s trip. However, they prefer “active” relaxation – bicycling, hiking, visiting scenic and historical attractions, shopping, fishing and camping.
- The Baby Boomers report word of mouth, magazines and newspaper
articles, and advertising as sources of information to select their
destination.
- They found lodging through the Internet, AAA guides and in brochures they had ordered from convention and visitor bureaus. They relied on the same sources as well as family and friends to find out about restaurants and area activities.
- Empty nesters/aging baby boomers travel without a lot of preparation. These visitors indicated their daily lives were structured and they looked forward to unstructured leisure time, often waiting till they arrived at their destination to discover what was available.
* Source: The Travel Industry Association of American (TIA)
Mature Traveler-Edition 2000 publication.
**Source: 1999 Wisconsin Department of Tourism research.
For more information about this research, contact Sue Hamilton at
608/266-6792 or shamilton@travelwisconsin.com
or visit the online
version.