TOURISM TODAY

July/August 2003

In this issue:

• A Word From the Secretary
• Governor Awards JEM Grants to Eau Claire Tourism Organizations
• New Editions of Native Wisconsin and Rustic Roads Now Available
• Wisconsin Beach Monitoring Program
• Travel Tracker: Wisconsin's Winter Visitors
• Happenings from the WTICs
• The Benefits of the Extranet
• 2003 Midwest Travel Writers Directory Available

A Word from the Secretary

By Jim Holperin

Small agency... big mission... that's the way I characterize the ongoing challenge that lies ahead for Wisconsin's Department of Tourism. It's a challenge I welcome and I appreciate the Governor's confidence by appointing me Secretary.

Fortunately, the Department and the travel and hospitality industry have no stronger ally in promoting this state than Governor Jim Doyle who has placed economic development among his top priorities. And there's no path more certain to a strong and growing economy than increased travel for leisure, business or education.

But tourism does more than fuel the economy and provide tax revenue. I've stood next to the Governor as he's spoken sincerely and movingly of the positive impact travel has on many aspects of human endeavor.

For example, there's no more unifying experience for families than a trip taken together. Vacation memories are memories that endure, and the discoveries that travel reveal have lasting impacts on young and old alike.

Travel also educates. Everyone who travels, learns. Nineteenth century author Samuel Johnson said, "The use of traveling is to regulate imagination by reality, and instead of thinking how things may be, to see them as they are." Who is not more tolerant, informed and worldly than regular travelers?

Travel introduces people to new locations, new people and new experiences. All of us can name business people, civic leaders, and even elected officials in our communities who first discovered Wisconsin while on a business or vacation trip and eventually relocated here.

Certainly the travel and hospitality industry adds value to the economy... $11.7 billion in Wisconsin in 2002. And tourism supports jobs... 324,000 last year, which paid $6.6 billion in wages and salaries. But the industry also represents the state to the traveling public... it's how Wisconsin is perceived by the world.

Small agency... big mission! Let's continue to work together to meet the boundless economic, social, educational and ambassadorial potential that tourism in Wisconsin represents.

Governor Awards JEM Grants to Eau Claire Tourism Organizations

Governor Jim Doyle presented the Eau Claire Area Economic Development Corporation and Downtown Eau Claire, Inc., with checks from the Department of Tourism's Joint Effort Marketing (JEM) grant program. The presentation was made during Gov. Doyle's appearance at the Menomonie Economic Roundtable at UW-Stout on June 3rd.

During the presentation, Gov. Doyle praised the efforts of the local community. "The Eau Claire area has made great strides in promoting itself as a diverse travel destination," Gov. Doyle said. "The area's commitment to economic development through tourism has paid off in the form of the $171 million spent by travelers in Eau Claire County in 2002, a 77 percent increase since 1993."

The awarded JEM grants included $20,205 to Downtown Eau Claire, Inc. to help promote Culture Fest, a new fall event that will debut this September and $22,319 to the Eau Claire Area Economic Development Corporation to help market Beyond the Timber Trails, a new area-wide sales promotion designed to significantly increase fall tourism.

New Editions of Native Wisconsin and Rustic Roads Now Available

The 2003 edition of Native Wisconsin is now ready for distribution just in time for the busy summer. Native Wisconsin features an all-new look as well as updated information for Wisconsin's eleven tribes, their casinos and events. The guide highlights each tribe in a two-page spread detailing their history and tradition. Heritage pages feature tribal pow-wows, education, language and art while sidebars offer feature treatment to diverse subjects from cornhusk dolls to famous Wisconsin Native Americans. A series of "Did you know?" presents factoids about tribal history and culture. A travel section in the center of the guide is devoted to tribal casinos, accommodations, events and attractions.

Travelers ready to get off the beaten path can now exit more easily, thanks to the newly revised Rustic Roads Guide. The 65-page guide features full-color photos and a brief description and map for each of the 95 roadways designated by the Wisconsin Rustic Roads System. Each entry offers a description of the natural landmarks, attractions and recreational opportunities travelers can experience as they follow the "roads less traveled."

Free copies of the both guides are available to the public by ordering online at travelwisconsin.com or by calling 1-800-432-TRIP. Travelers can also obtain the guides by visiting a Wisconsin Travel Information Center.

Wisconsin Beach Monitoring Program

In cooperation with local, state and federal authorities, Wisconsin has begun implementation of the federal BEACH (Beaches Environmental Assessment and Coastal Health) Act of 2000, an amendment to the Clean Water Act requiring all coastal and Great Lakes states to develop programs for effective water quality monitoring and public notification at coastal recreational beaches.

Wisconsin, as the only state to introduce a monitoring program this year, is at the forefront in implementing the BEACH Act. Through the use of posted signs, brochures, media partnerships, Web sites and a toll-free number, the new notification program will allow the public easier access to information about the water quality at public beaches. A new monitoring system features more consistent water sampling and guidelines for posting warnings or initiating beach closures.

The Department of Tourism Web site travelwisconsin.com will include a "Wisconsin Beach Health" link on the travel information page to allow travelers and residents to check the water quality of coastal beaches.

TRAVEL TRACKER

Wisconsin's Winter Visitors

The Department of Tourism recently completed the second in a series of four research studies to gather seasonal-based information on Wisconsin's visitors. This past winter, the Department conducted over 1,300 surveys in four areas; Brown/Shawano counties, Marathon/Wood/Portage counties, Racine/Kenosha counties, and Fond du Lac/Winnebago counties. An overview of the results is shown below.

Trip Characteristics

Eight out of ten travelers were on leisure trips, and most were traveling without children (65 percent). Forty-one percent were traveling with their spouses or significant others, 17 percent were traveling with friends, and 6 percent were with their extended family. Fifty-seven percent of the winter visitors were on overnight trips compared to 71 percent during the fall season. Those using lodging stayed an average of one night. Top lodging choices included hotels, homes of friends and relatives and motels. The top five trip-related activities included shopping (34 percent), dining (33 percent), downhill skiing (30 percent), visiting family and friends (23 percent), and evening nightlife/bars (15 percent).

Motivation for Travel

Twenty-five percent of the respondents indicated their motivation for traveling during the winter season was outdoor recreation, while 18 percent cited snow, 13 percent were visiting family and friends, and 11 percent were doing their holiday shopping. When asked to define the reasons for choosing their specific destination, the top responses included outdoor activities (34 percent), friends and relatives live nearby (23 percent), shopping (17 percent), spectator sports (13 percent), and festivals/events (11 percent).

Trip Planning Characteristics

Sixty-one percent of the winter visitors planned their trip within the month. The most frequently mentioned sources of information used for trip planning were word of mouth, local Internet sites, State Internet site, and other Internet sites. When asked what forms of media the Department of Tourism should use in its advertising campaign to reach visitors like themselves, Internet, newspapers and TV were the top three types recommended.

Marketing Implications:

• Relaxation is important to the baby-boom generation, the predominant age group traveling in Wisconsin during the winter. As such, relaxation should be a focal point in marketing and promotional materials.

• Visitors cited the Internet most often as a means to reach more people like themselves. Promotional materials should direct customers to a Web site and give them a reason to return by keeping the site updated and interactive with professional photography or online coupons.

• Most visitors reported relying on family and friends for travel planning advice. Consider implementing a discounted coupon that can be passed on to family members or friends to establish new customers.

To receive the monthly Travel Tracker electronic bulletin contact Sue Hamilton at (608)266-6792 or visit agency.travelwisconsin.com/subscribe. For more information about the In-Market studies or to obtain a complete copy of the winter research, contact Dave Scheler at (608)261-8187.

Happenings from the WTICs

Highlights from WTICs Tourism Week Celebrations

The Wisconsin Travel Information Centers (WTICs) pulled out all the stops to recognize and celebrate May's annual Tourism Week with activities, promotions and displays. Extreme Country 104.7 broadcasted live from the Kenosha WTIC for three days during Tourism Week. The morning radio personalities gave away promotional items and shared Wisconsin trivia with listeners, generating some extra traffic to the center. Over forty area businesses contributed promotional items as part of the Prairie du Chien WTIC Tourism Week celebration. The successful partnership resulted in 105 prizes and many happy travelers. 

All of the WTICs will promote the Wisconsin State Fair this month with drawings for a State Fair Family Fun Pack. The Fun Pack includes four tickets, coupons for four cream puffs and a parking pass - a $50 value. Also, Molly Moo, the State Fair's fiberglass bovine mascot, and Amber Swenor, Fairest of the Fair, will be making appearances and participating in photo opportunities at several of the travel information centers to promote Wisconsin's premier 11-day fair.

The Benefits of the Extranet

Most Wisconsin tourism organizations and businesses know that they can have their offerings listed on travelwisconsin.com. However, some may not know that the database is the primary source of information for the Department's information delivery efforts. Here are some examples of how the Extranet supplies information to different communication vehicles:

• Department travel consultants answering approximately 200,000 calls per year to the Department's toll-free numbers use a Call Center application supported by the Extranet to answer travelers' inquiries and create custom trip plans.

• The monthly Calendar of Events report, which is sent to over 700 statewide TV, radio and newspaper outlets, is generated from the Extranet database.

• Events promoted on the weekly events radio broadcast, which airs on over 70 radio stations, come from the Extranet's event listings.

• The Department's publications program relies on the Extranet to download information and listings that will be considered for the Department's seasonal travel guides.

Is your destination, attraction, lodging, and restaurant listed in the Extranet? If not, get in touch with your local Extranet Partner or contact Linda Anderson, Product Database Coordinator at help@travelwisconsin.com or (608)261-8212 to make sure your travel offering is listed.

2003 Midwest Travel Writers Directory Available

The 2003 membership directory of the Midwest Travel Writers Association (MTWA) is a valuable tourism resource that can put you in touch with writers, editors, and photographers who specialize in the travel industry, and who can help get your message out to readers of travel magazines, newspapers, and Internet sites across the country. The directory contains names, addresses, phone and fax numbers, email addresses, writing credits and areas of writing interest for about 100 writers, photographers, editors, and public relations professionals. You can purchase the membership list in book form for $50, or purchase both the book and a 3.5" computer diskette for $65. To receive your copy of this valuable resource, send your check payable to Midwest Travel Writers Association, P.O. Box 83542, Lincoln, NE 68501-3542 or email Glenda Hinz.