Wisconsin Welcome Centers

How is it possible to be at the front door greeting millions of potential visitors with a smile as they arrive, when you need to be somewhere else? Relax, we’ll take care of that for you. The staff at our eight Wisconsin Welcome Centers are trained to help you market your destination. And best of all, it’s free!

In 2005, our Welcome Center staff personally assisted over 1.2 million people make the most of their visit to Wisconsin. Find out about all the ways you can put our staff to work for you.

• Tell me more about the Wisconsin Welcome Center Program?
• What do I need to know to distribute my brochure in the Welcome Centers?
• How can I schedule a display or exhibit in the Welcome Centers?
• What other marketing opportunities are available?
• Welcome Center locations and Contact Information

For questions about the Wisconsin Welcome Center Program contact Joellyn Merz at jmerz@travelwisconsin.com.

Tell me more about the Wisconsin Welcome Center Program?

Program Summary
The Wisconsin Welcome Centers are here to serve the visitors to Wisconsin and the Wisconsin Hospitality Industry. They offer visitors one-on-one customer service and help them enjoy their vacation experience in Wisconsin. They’ll tell visitors about that wonderful performance scheduled the next day, or the new award winning golf course just down the road! The centers offer friendly smiles and a wealth of knowledge about all the things to do in our state. We want our visitors to stay longer, come back often and tell their friends about their great experience, thereby increasing the economic impact of travel in the state.

The centers also serve the hospitality industry by offering over 800 free booklets, brochures and maps covering the entire state. On-site displays and promotions provide the industry with an opportunity to market their destination or attraction in a way that gets people talking.

Getting started is easy. Look over the variety of options listed below, and then follow the procedures outlined in the appropriate program guidelines.

• Brochure Racks – Command the attention your Travel Guide deserves and get your brochures where they belong, in a visitor’s hand! Special events brochures are also welcomed and regularly requested by visitors. Please check the brochure display guidelines and Literature Approval Program Guidelines.
• Display Space - Many centers have a display area suitable for consumer show booths or your inventive, 3-D display. You’ll certainly command attention and offer a value-added experience to the visitor. Space varies with each center; the Display/Exhibit Program Guidelines will help you with the details.
• Map/Display Case - Approximately 4’ X 4’, this space works great for photographs, posters and small themed or branded items (i.e. water goggles, towels or fishing gear). WWC staff will provide set up if you choose to mail your display materials. Contact individual WWC managers.
• Special Project Display – Got a wonderful idea that needs more space than the map case? Can it be mailed and set-up easily? We’ll find you a great space to highlight your area. Contact individual WWC managers
• DVDs/Videos – A picture is worth a thousand words, so show off the attributes of your destination. We’ll feature your guide at the same time for maximum exposure. Check the Video/DVD Program Guidelines.
• Demonstrations – Immerse customers in your unique experience by utilizing costumed actors, ethnic dancers, voyageurs, or artists at the Welcome Centers. Anyone in your organization or community who would be willing to captivate and educate visitors? Contact Individual WWC managers
• Posters –Posters capture attention and visitors often ask us if we have extra copies of the ones on display. Don’t miss this opportunity to sell a special event, limited time offer, or even a special attribute of your area. Contact individual WWC managers.
• Promotional Items – Keep visitors thinking about you long after their stop at a Welcome Center; promotional items are a value-added bonus to the customer and serve as a phone number or web address reminder. Things like key chains, sunglasses, postcards, and even individually wrapped food samples with a local flavor charm visitors. Contact individual WWC managers.
• Drawings/Promotions – A prize package for visitors to win is always popular-you can run a promotion at one or at all of the WWCs. Contact individual WWC managers.

Welcome Center managers or Joellyn Merz, Welcome Center System Supervisor, will be happy to answer your questions or discuss any ideas you may have. Once you have the application forms completed we’ll contact you to iron out the details and confirm your opportunity to ensure your piece of the action available only at the Wisconsin Welcome Centers.

Marketing
The welcome centers are just one of the shiny tools in the Wisconsin Department of Tourism’s toolbox. Considering the centers in each part of the Department’s marketing strategies increase the impact for everyone. Welcome center staff work with local media to promote upcoming exhibits, displays and promotions at the centers. They also market the centers through their own page on travelwisconsin.com.

Sometimes we take our show on the road. The staff from the welcome centers market the state at consumer travel shows throughout the Midwest. From Detroit to Des Moines our potential customers appreciate the benefit of talking to someone who knows Wisconsin well. The hospitality industry also has the opportunity to join us in those efforts by signing up to assist in staffing our booth at shows.

Center Operations
With an invitation to our visitors to stop traveling in the dark, our doors are open and ready to welcome them every day April through October, with shorter hours during the winter season. We have 6 centers that are open year round and an additional 4 centers that operate seasonally. They distribute brochures and maps and provide visitors with opportunities to experience a taste of Wisconsin through displays, promotions and exhibits on everything from B &B’s to tasty cheese.

Staff Training
They win lots of trivia contests about Wisconsin and drive everyone crazy by reading their maps upside down. Who are they? The staff at our WWCs! Our welcome center assistants spend many hours studying and reviewing the information in brochures, guides and on the Internet so that they are able to offer our visitors the inside scoop on what to do in the state. Another great training tool is familiarization tours provided in cooperation with the hospitality industry that allows staff to visit various attractions and destinations around the state on an annual basis. And you may still be wondering about the upside down map thing: well, the map always faces the customer at work and Wisconsin just doesn’t look right the traditional way to WWC staff anymore. Hard to believe, but true.

What do I need to know to distribute my brochure in the Welcome Centers?

Literature Approval Program

In seeking approval for placement of literature at any Wisconsin Welcome Center (WWC):

• Send 20 samples to Wisconsin Department of Tourism; Attn: Will Kuehn, PO Box 8690; Madison, WI 53708-8690.
• Include your name, address, telephone number and e-mail address along with the total number of pieces available for distribution (minimum is 1,500).
• The Department of Tourism will review your submission. Upon approval, a copy of your brochure will be sent to each WWC manager. Managers will order directly from you or your supplier. Managers may order just once in the spring, but may order more during the peak travel season depending on their location, storage capacity and traffic. The supplier must ship only the amount requested due to space and/or storage restrictions.
• Each center manager will use their discretion to order those brochures best suited for their customers. Some brochures ordered by the WWCs may not be displayed at all times due to space limitations.

Criteria:
All literature distributed through the Department of Tourism must first obtain approval. Literature must meet the following criteria:

1. All literature must be clearly tourism related and consistent with the Department’s marketing program. Literature must contain useful information such as specific listings of accommodations, events, attractions, area services, recreational opportunities and ideally, an area map.
2. All literature must promote Wisconsin attractions, events or destinations. Literature that promotes Wisconsin jointly with other states must demonstrate a balance of content about Wisconsin equal or greater than any other individual state.
3. Literature must promote a tourist attraction (natural, manmade, historical or educational), an unusual or noteworthy geological feature, architectural structure or an event of statewide or national interest.
4. Literature promoting several attractions, events or destinations must devote at least 75% of its space to the above-mentioned categories (see number 3).
5. Literature marketing a saleable publication or product by a private individual or business will not be displayed. However, the information can be kept on file and be made available upon request by the consumer.
6. Literature must be sized (trimmed or folded) to fit tourism display racks. Brochures may range from a minimum size of 3.5” x 7” to a maximum size of 8.5” x 11”.
7. Literature must be printed in a vertical format with the title appearing in the upper 1/3 of the piece.
8. Literature must reflect commonly accepted standards of quality reproduction.
9. Literature must be printed on stock of sufficient weight to prevent drooping in the display racks. For single panel pieces, a minimum of 100 lb. offset or equivalent.
10. Literature must be available in a minimum quantity of 1,500 pieces furnished without charge to the Department of Tourism. The supplier must also pay for separate shipments to all WWC locations as requested.
11. Individual coupons or coupon books must meet the same criteria as approved literature. An individual coupon or coupon book must have a related brochure already approved for distribution in the WWCs. Any type of coupon approved for distribution in the WWCs will be approved for a limited period of time and must be re-submitted annually or when a newer version is produced. Although not required, the Department would prefer that coupons be included, inserted or attached to the related brochure.
12. Several types of brochures will not be approved for distribution; they include:

• Boxes of packaged literature intended for a WWC weighing more than 35 pounds. If a box exceeds 35 pounds, the shipment will be refused and returned to the supplier at no cost to the Department.
• Individual brochures from dining and lodging establishments and/or retail businesses. (This does not refer to regional tourism related or statewide tourism related association directories.)
• Literature soliciting memberships, subscriptions or donations.

13. Advertising in publications cannot be sold with any stated or implied guarantee that the publication will be displayed at, or distributed by the WWC system. There should be no reference in the publication to display or distribution by the WWCs.

Disclaimer: The Department of Tourism reserves the right to refuse any brochure that may be offensive or inappropriate for the traveling public or WWC visitors. We also reserve the right to change the status of previously accepted brochures or coupons. Those pieces not approved may be re-submitted after revision or on an annual basis. This Literature Approval Program is reviewed periodically and the Department reserves the right to change, update or alter the criteria as necessary.

How can I schedule a display or exhibit in the Welcome Centers?

Display/Exhibit Program - Program Statement:
Indoor Displays and Exhibits presented at Wisconsin Welcome Centers offer the opportunity for the Tourism Industry to market Wisconsin’s tourism products to the traveling public. These include window displays, trade show booth displays and map case style displays. Other opportunities include demonstrations or short visits to offer unique value added experiences to WWC visitors. This program establishes the procedures and criteria required for exhibits or displays within the Wisconsin Welcome Centers.

Procedure:
Any qualifying organization may submit an application for consideration (see Criteria #1). Send the application to the Wisconsin Welcome Center of your choosing; a list of centers is available here or you can contact your Tourism Development Specialist or Will Kuehn in the Office of Customer and Technology Services at (608) 266-5382 or if you have questions about the process or would like to submit an application for several locations.

• Applications should be submitted 60 days prior to the requested exhibit dates but will consider other applications if space is available.
• The Department and the WWC will review the application to determine legitimacy, quality, and appropriateness of the applicant’s request. Applications are available at all WWC locations, online (PDF format) and at the Department of Tourism offices in Madison.
• If approved, the Department liaison will work with the WWC manager(s) and the organization on the logistical aspects of the display.
• WWC managers will be responsible for confirming the dates and technical specifications of the exhibit/display.

Criteria:
1. The following is a list of organizations eligible to submit an application for a display/exhibit in any or all of the Wisconsin Welcome Centers:

• Wisconsin heritage/historical organizations
• Wisconsin Chambers of Commerce
• Wisconsin Convention & Visitor Bureaus
• Wisconsin state agencies, county and local government entities
• Wisconsin regional tourism organizations
• Wisconsin statewide tourism-related associations
• Special events of state-wide or regional significance

2. All displays/exhibits must be clearly tourism-related and consistent with the Department’s marketing program.
3. All displays/exhibits must reflect commonly accepted standards of quality production.
4. All displays/exhibits must promote Wisconsin. Displays/exhibits that promote Wisconsin jointly with other states must demonstrate a balance of information on Wisconsin equal or greater than any other state.

Disclaimer:
The Department of Tourism reserves the right to refuse any display/exhibit that may be offensive or inappropriate for the traveling public or WWC visitors. The Department will not be responsible nor will it be held liable for the shipping, delivery, or set-up and or tear down of any display/exhibit and can not be held responsible for anything damaged or stolen. Applicants are solely responsible for any handling of the display/exhibit and are further responsible to remove any and all materials. Applications are solely responsible to return the space to its original state and condition.

The applicant agrees to indemnify and hold harmless the state, its employees, agents or officers, from any cost, claim, suit, liability or award which might come or be brought or accessed because of the issuance or exercise of this permit, or because of any adverse effect upon any persons or property attributed to the permitted activity.

The Wisconsin Department of Tourism reserves the right to extend, shorten, or cancel any display/exhibit at any time during a display period held by any organization. If this occurs during a previously scheduled display/exhibit period, we will then take down, securely store, and reset (if feasible) the display for the organization involved. This Display and Exhibit Program is reviewed periodically and the Department reserves the right to change, update or alter the criteria as necessary.

What other marketing opportunities are available?

Demonstrations – Immerse customers in your unique experience by utilizing costumed actors, ethnic dancers, voyageurs, or artists at the Welcome Centers. Anyone in your organization or community who would be willing to captivate and educate visitors? You can plan to visit a center for a couple of hours or a full day. This is a fun opportunity that is extremely effective with our visitors. If you are interested contact the individual center managers or Joellyn Merz, WWC System Supervisor, to discuss your ideas and guidelines for a successful event.

Promotional Items – Keep visitors thinking about you long after their stop at a Welcome Center. Things like sunglasses, postcards, and even individually wrapped food samples with a local flavor charm visitors. Our center staff can distribute your promotional item for you or you may choose to visit the center and create a one-day promotion highlighting your destination. Individual center managers or Joellyn Merz, WWC System Supervisor can discuss logistics, guidelines and ideas with you.

Drawing/Promotions - A prize package for visitors to win is always popular. It could be an overnight stay in your community, a basket of items representing your area or a seasonal activity- think golf, biking, shopping! Each center has entry boxes and we will provide you with dimensions for the signage you will need to make for the box. You will also need to provide entry forms for the drawing. We will send you the names and addresses of all entrants once the contest is completed. Contact individual center managers or Joellyn Merz, WWC System Supervisor to schedule your promotion.

See America Week – Welcome Centers use this week to showcase the great travel opportunities around the state. Traditionally falling during the 2nd full week of May, this is a great kick-off to the summer season. Displays, demonstration, promotions and drawings delight our visitors during this week so don’t miss this chance to be a part of See America Week. Contact individual center managers or Joellyn Merz,WWC System Supervisor to discuss the options available.

Video/DVD Approval Program

Procedure:
Any video/DVD you wish to have shown at a Wisconsin Welcome Center (WWC) must first obtain approval from the Wisconsin Department of Tourism In seeking approval for the showing of videos/DVDs at any WWC:

• Send 1 copy sample to the Wisconsin Department of Tourism; Attn: Will Kuehn; PO Box 8690; Madison, WI 53708-8690.
• Include your name, address, telephone number and e-mail address along with the total number of videos/DVDs available for distribution (minimum is 10).
• The Department of Tourism will review your submission. Upon approval, WWC managers will be notified of the availability of a video/DVD for your area or event. Managers will then order directly from you or your supplier.
• Videos/DVDs must be available without charge to the Department of Tourism. The supplier must also pay for separate shipments to all WWC locations as requested.

Criteria:
Approval will be determined by the following criteria:

1. All videos/DVDs must clearly be tourism related and consistent with the Department’s marketing program.
2. All videos/DVDs must promote Wisconsin destinations, attractions, or events. Videos/DVDs that promote Wisconsin jointly with other states must demonstrate a balance of content about Wisconsin equal to or greater than any other individual state.
3. Videos/DVDs must promote a tourist attraction (natural, manmade, historical or educational), an unusual or noteworthy geological feature, architectural structure or an event of statewide or national interest.
4. Videos/DVDs promoting several attractions, destinations or events must devote at least 75 per cent of their time to the above-mentioned categories (see #3).
5. Videos must be recorded on a looped half-inch VHS cassette tape.
6. Videos/DVDs must reflect commonly accepted standards of quality reproduction.
7. Marketing suggestions for videos/DVDs produced solely for showing in the Wisconsin Welcome Centers: the Department of Tourism recommends high quality, short productions that highlight the best events or activities your area has to offer. It is also recommended that the video regularly display an on-screen caption with your name and/or events.
8. Several types of videos/DVDs will not be approved for distribution. They include:

• Videos/DVDs from individual dining and lodging establishments and/or retail businesses. (This does not refer to regional or statewide tourism related associations, groups or communities.)
• Videos/DVDs soliciting membership, subscriptions or donations.
• Videos/DVDs marketing a saleable publication or product by a private individual or business will not be approved or shown.
• Advertising in videos/DVDs cannot be sold with any stated or implied guarantee that the video will be made available for viewing at the WWCs. There can be no reference in the video/DVD to display or distribution by the WWCs.

Disclaimer: The Department of Tourism reserves the right to refuse any videotape/DVD that may be offensive or inappropriate for the traveling public or WWC visitors. Videos/DVDs may be shown at welcome centers, sport shows, and other Department-related events. Status of previously accepted videotapes/DVDs may be changed and those tapes/DVDs not approved may be re-submitted after revision or on an annual basis. This Video/DVD Approval Program is reviewed periodically and the Department reserves the right to change, update or alter the criteria as necessary.