TOURISM TODAY

November/December 2003

In this issue:

• Attention Tourism Today Readers: Important Changes to Your Subscription
• Weathering Change: 2004 Governor's Conference on Tourism
• Where in Wisconsin is Jessica Doyle
• "Grow Wisconsin Plan" has a Place for Tourism
• Lt. Gov. Lawton and Sec. Holperin Tour State's Cultural Attractions
• Tourism Industry Invited to Recognize WI Forests in 2004
• Communications Greatest Hits
• Mark the Date: National Tourism Week
• Do We Have Your B-Roll?
• Consumer Show Schedule
• Travel Tracker: Wisconsin's Golfers

ATTENTION TOURISM TODAY READERS!

This is the last printed issue of Tourism Today. Due to budget reductions, the Department of Tourism will be converting the newsletter to an electronic format. In early 2004, we will unveil "Travel Wisconsin News," an electronic newsletter delivered via e-mail. It will have many of the same features you have enjoyed in Tourism Today and Marketour but in a more comprehensive and timely format.

If you would like to receive "Travel Wisconsin News," please go to www.travelwisconsin.com/partners to sign up. If you are unable to receive the electronic version of the newsletter, please call 608-267-0752.

Thanks for reading Tourism Today and we hope you'll go online to subscribe to "Travel Wisconsin News."

Weathering Change: Maximizing Your Potential

2004 Governor's Conference on Tourism

March 14-16

Tourism in Wisconsin is 24/7, twelve months of the year and all four seasons. Successful businesses have found a way to capitalize on the ever-changing seasons and make the most of their tourism inventory. Others are striving to develop a product that will bring their business or destination economic benefits throughout the year. Our collective success is based on our ability to maximize the possibilities.

Have you discovered a way to generate business during your shoulder seasons? Do you know how to find business for your mid-week lulls? Have you weatherproofed your destination or tourism business? The 2004 Governor's Conference on Tourism will focus on helping you get over the economic ups and downs that seem to be an inherent part of the tourism industry.

This year's tourism conference will present a wealth of materials that will help you make the most of your potential. Learn how to identify your peak and shoulder seasons and to take inventory of your tourism product. Hear about emerging niche markets and discover new visions on existing markets. Economic development, sustainable tourism, cultural arts, development dollars, destination partnerships, rural and urban tourism will be the buzzwords at this year's conference.

Mark the dates, March 14-16, 2004, and plan to join us for an educational event that will help you beat some of the economic bumps in your road. We look forward to seeing you at the 18th annual Governor's Conference on Tourism at the KI Convention Center in Green Bay.

For further information on the 2004 Governor's Conference on Tourism, please call Dawn Aspenson, Conference Manager at 608/266-3978. Up-to-date information is also available at the conference Web site at www.wigcot.org.

Where in Wisconsin is Jessica Doyle

First Lady Jessica Doyle and the Department of Tourism have teamed together on a new program promoting tourism destinations that are not only fun, but also educational for Wisconsin's middle school students. The "Where in Wisconsin is Jessica Doyle?" project launched in September with an online Web site, http://whereisjessica.wi.gov, that allows students to "follow" the First Lady on her travels, learn about the places she visits and answer weekly quiz questions. A new question will be posted every Thursday throughout the school year, and so far, the response has been strong. Over 1,600 students from across Wisconsin have submitted answers during the first month.

The First Lady hopes the project will encourage parents and students to think of Wisconsin and its rich heritage and culture when they plan their family vacations and the Web site offers several sample travel itineraries that parents can use. "This project's goal is to have students realize that there is an abundance of interesting and informative places in Wisconsin that are affordable and accessible to everyone," Mrs. Doyle said.

The weekly quiz questions feature a different city each week and students who guess the correct answer are entered in a random drawing for a prize. The weekly student prize includes a Family Passport to eight of the Wisconsin Historic sites, courtesy of the Wisconsin Historical Society, and admission to a local attraction. Teachers have a chance to win as well. Once a month, a special drawing will award one student's teacher with an annual Wisconsin State Parks pass, courtesy of the Wisconsin Department of Natural Resources. Students are encouraged to enter once every week throughout the school year because all entries will then be put into another drawing to win a grand prize Wisconsin family getaway this spring.

For more information on the "Where in Wisconsin is Jessica Doyle" project, contact Jerry Huffman at 608/261-8195.

'Grow Wisconsin' Plan has a Place for Tourism

When Gov. Doyle recently announced his comprehensive economic development plan, Grow Wisconsin, the travel and hospitality industry was recognized as an important part of the state's economic health. Several of the plan's objectives focus on tourism issues, including: expanding Wisconsin's tourism base; sustaining tourism-based businesses with the Snow Emergency Program; developing Travel Industry Professional Development Seminars; and continuing to fund the Knowles-Nelson Stewardship Fund. The Department of Tourism will work alongside the Departments of Commerce and Workforce Development, as well as the UW-Extension and Technical College System, to accomplish these objectives while continuing to promote the economic benefits of Wisconsin's $12 billion travel and hospitality industry.

The full Grow Wisconsin plan can be viewed on Gov. Doyle's Web site, http://www.wisgov.state.wi.us.

Lt. Gov. Lawton and Sec. Holperin Tour State's Cultural Attractions

In order to raise awareness of Wisconsin's collection of cultural resources, Lieutenant Governor Lawton and Secretary Holperin visited museums, arts groups and historical centers across the state in honor of October's National Arts and Humanities Month. Lawton and Holperin's message focused on the economic impact that cultural attractions have on the state and the need to invest in the arts and humanities to help keep the tourism industry prosperous. The tour featured 10 stops throughout the state as far north as Washburn to Madison in southern Wisconsin. Lawton and Holperin also presented eight Joint Effort Marketing (JEM) grant checks to local arts groups and tourism organizations.

Tourism Industry Invited to Recognize WI Forests in 2004

The tourism industry is invited to help the Governor and Department of Natural Resources recognize 100 years of professional forestry in Wisconsin. In addition to the centennial of the state forestry program, many other Wisconsin forestry-related organizations will be celebrating landmark anniversaries next year. This special year provides an excellent opportunity for local areas to recognize the past, present and future importance of the forest resource to their community.

Beginning with a kick-off press conference with Governor Doyle in late January, forestry projects are scheduled across the state. Tourism organizations and local communities are encouraged to host special "Year of Wisconsin Forestry" events and activities for residents and visitors or add the Year of Wisconsin Forestry theme to an ongoing project.

A "Year of Wisconsin Forestry" Web site will be available at the end of January that will allow local groups to share celebration plans, download the "Year of Wisconsin Forestry" logo for event materials and post announcements of forestry events. Although the special year won't be announced publicly until late January, now is the time for local tourism organizations to begin thinking about how to include "Year of Wisconsin Forestry" in their marketing efforts. For more information or to talk about possible ideas, contact Kirsten Held at the Wisconsin DNR Division of Forestry at 608-264-6036

Communications Greatest Hits

Fall travel in Wisconsin and the Department's marketing efforts were among the many lead stories in the media in recent months.

"Leaf peeping" and fall foliage was the hot topic of several recent national and statewide media stories, including NBC's Today Show, which ran footage that included Wisconsin horseback riding and boat tours. The fall color segment aired September 27. The Chicago Tribune, Daily Southtown, St. Paul Pioneer Press, Minneapolis Star Tribune, Wisconsin State Journal and Associated Press also did fall color stories that featured Wisconsin travel destinations.

TV stations in several media markets including Green Bay, Madison and Milwaukee aired features that covered the recent addition of fall television advertising to the Department's marketing campaign. The Associated Press story also carried the ad campaign story in statewide print media.

Since August, communications staff members John Kuehl and Lisa Marshall have appeared as regular travel correspondents on Madison's WISC-TV and Rockford WREX-TV discussing Wisconsin getaway ideas. In addition, a live interview on Minneapolis' KARE morning news show featured Marshall promoting fall travel in the Badger state.

In case you missed it, TV travel correspondent Peter Greenberg made a stop in Madison and Baraboo for a recent summer feature that aired on the Today Show. Betty Lou Cruises and Circus World were two of the highlights of this nationally televised travel segment.

Many of Wisconsin's world-class attractions found their way into print media in recent months. Villa Louis, Lambeau Field, Wisconsin Dells waterparks, Great River Road, the Horicon Marsh and Necedah Wildlife Refuge were among the many attractions and events highlighted in newspapers including Chicago Daily Herald, Kansas City Star, Chicago Parent, Minneapolis Star Tribune, San Diego Union and Baton Rouge Advocate. Magazine media hits included a Motorhome Magazine feature on Circus World and an Arthur Frommer Budget Travel cover story on affordable and memorable trips underscored the Lake Superior Circle Tour as a "don't miss" getaway.

In September, the Department recently unveiled a new award designed to honor groups that make achievements in promoting Wisconsin attractions and destinations. Recently named one of "Ten Best Scenic Drives" by the Society of American Travel Writers (SATW), the Great River Road project received the first-ever "Governor's Award for 'Putting Wisconsin on the Map.'" The award presentation received strong media coverage in the La Crosse area. The Department is currently considering further nominations for the Governor's Award. Contact Jerry Huffman at 608/261-8195 for more information.

National Tourism Week

Mark the dates May 8-16, 2004 for the 21st annual National Tourism Week.

Do We Have Your B-Roll?

If you want your attraction or destination featured in one of the Communication team's regular television travel interviews, be sure that we have footage of your area's attractions and events. High-quality, beta format footage can be sent to Ryan McAdams at Boelter+Lincoln, 135 W. Wells St., Milwaukee, WI 53203. Note that VHS tapes are not suitable for most television programs. Interested in having b-roll filmed of your attraction or destination? Call Jerry Huffman at 608/261-8195 to obtain a list of possible shooters around the state.

2003-04 Consumer Show Schedule

The Department is scheduled to attend the following consumer shows:

* In partnership with the Golf Course Owners of Wisconsin

Wisconsin's Golfers

In 1970, the National Golf Foundation (NGF) estimated that there were 11 million golfers in the United States. Today, the estimate stands at 26 million. In 2002, 15,827 golfing facilities - more than eleven thousand of which were open to the public - accommodated these golfing enthusiasts throughout the U.S. The NGF also reports that in 2002 golfers spent about $26 billion on golf travel including hotels, transportation, and food and beverage.

So where does Wisconsin fit into the golfing mix? Wisconsin is home to more than 440 golf courses and has one of the highest ratios of courses to golfers in the country. The variety of topography ranges from the legendary designs by Pete Dye to the woodsland courses of northern Wisconsin. Wisconsin's golf courses accommodate every skill level.

Department research shows that golf is an important leisure activity. In the recent Spring In-Market study, the Department asked visitors to list activities they planned to participate in while on their leisure trip. Overall, golfing was mentioned eight percent of the time, however, that figure rose to 16% for visitors in the Monroe/Adams/Juneau area and to 10% for the Walworth County area. In other departmental research, when visitors are asked to list their favorite leisure activities, golf is within the top ten activities.

Nine out of the top ten market areas with the highest concentration of golfing households are right here in the Midwest according to the Lifestyle Market Analyst. Thirty percent of the households in the Green Bay-Appleton market area report that they are golfers. The Minneapolis-St. Paul market ranks third with 29% of households reporting that they golf, Milwaukee ranks sixth (28%), and Rochester, MN-Mason City, IA-Austin, MN is listed as tenth (27%). The chart at the right shows the areas that have the highest percentage of golfing households.

Marketing Recommendations

• With so many households connected to the Internet, it's important to ensure that all promotional materials direct customers to your Web site. Keep your site updated, interactive and give people a reason to return such as visual images and online promotions.

• Consider using the Department's Direct Marketing Opportunities Program. The program helps you create a direct mail or email campaign by sharing the names, postal and e-mail addresses of visitors who requested the Wisconsin Golf Course Directory.

• Partnership opportunities may exist with area lodging, attractions, retail and restaurants to put together a package for a "golf getaway." Packaging amenities may provoke some day visitors to become overnight visitors.

• Campgrounds, bicycle shops, garden centers, and sporting goods stores might consider placing posters or brochures advertising your area to golfers.

The complete Travel Tracker is available on the Research and Travel Trends page of the Department's agency Web site. Subscribe to the monthly e-bulletin.