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Tourism Business Journal April 2011
Sec. Klett

Hello Friends-

Steph and Dave trying Cookie Dough Fondue on a Stick! How is it nearly fall already?

One thing for sure is this has been one busy summer. It's great to see our industry in high gear making so many of our visitors from in-state and around the world so happy. Here at the Department we have been extremely busy trying to keep up with your efforts. Many including myself have been in the midst of the tourism activity these last few weeks. Whether it's meeting with you individually or in groups, attending festivals and events, accompanying the First Lady on the "Walk the Walker" initiative, planning media tours, staffing the State Fair booth, supervising the TV shoot – you name it, it's all part of fulfilling our strategic goal to "place staff at key events where they can make the greatest impact." Without a doubt, it's the best way to learn how we can best serve you and our travelers. Because in the end, it's our mission to grow tourism and the only way we can do that is by working in partnership with you.

Excitement! We wanted to give everyone a perspective on how the season is shaping up overall. Everywhere we have been in the state, we received reports of strong bookings, visitor traffic and event attendance. This is evidence that tourism is leading the economic turnaround for Wisconsin. Additional proof was in last month's jobs announcement. We ran a late summer advertising push and we hope to keep that momentum going through fall with the launch of a new fall TV spot. Keep reading for more information on what's in store for fall marketing efforts.

Also be sure to read the grant section of this month's Tourism Business Journal to learn more about our new Meetings Mean Business grant program. I think you'll be pleased to discover how this new tool will help grow the meetings and conventions market in your communities.

Thank you for all the hard work you do to continue to grow and develop tourism. Let's be sure to maintain the solid partnerships we share to ensure that tourism stays strong in Wisconsin. Keep up the excellent work!

Best Wishes,


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Tourism News Item
Council Perspectives from Chair Lola Roeh
Secretary Klett and Deputy Secretary Fantle have invited me to include a few comments in the Tourism Business Journal each month from the perspective of the Governor's Council, representing the industry. I appreciate the opportunity, as it is just another way for us to communicate all things Tourism to our industry partners. There has been a lot of forward movement for Wisconsin Tourism since our last Governor's Council meeting, as outlined here … continue reading Lola's message.

September 15th Tourism Council Meeting
The next Governor's Council on Tourism Meeting is scheduled for Thursday, September 15th from 10:00 a.m. to 2:00 p.m. in Milwaukee. An annual schedule and minutes from previous meetings are always available on the Tourism Council page on our site. Contact Jeri for more information about September's agenda and location.

#1 for Fall: The Travel Wisconsin Fall Color Report
#1 for Fall: The Travel Wisconsin Fall Color ReportYou probably thought we were going to say the Packers. But did you know that the top page viewed on in September and October is our Fall Color Report? The popular report can now be viewed from any mobile device so travelers can find your area's fall color while they are on the road. Other new enhancements include the addition of more interactive tools and the ability for travelers to submit their own brief reports. The report launches Tuesday, Sept. 6.

Fall Campaign Launching in September
Our new 30-second fall TV spot will begin airing on Sept. 7 in Milwaukee, Chicago, and Minneapolis/St. Paul. The spot continues the successful "Picture the Fun" theme and captures the fall travel adventures of girlfriends on vacation. All of our campaign assets are always handy and available to you on our Marketing Overview page. Check back in a few short weeks to see the new spot. Radio, print, paid search, Facebook, Twitter and online banner advertising round out the fall media mix and drive travelers to and our Fall Color Report.

Now Available: Our Fall/Winter Event Guide
Now Available: Our Fall/Winter Event Guide The Fall/Winter Event Guide has been updated for 2011-12 in time for distribution at State Fair earlier this month. Based on traveler and industry feedback, the Event Guide has returned to its full-sized magazine format and features over 760 events this year. If your visitor center distributes state traveler guides and you would like a supply of Fall/Winter Event Guides, please contact Will in Customer Service.

Wisconsin in the News
The Department received over $28 million in earned media in fiscal 2011 from our public relations outreach. That's a lot of media coverage and it totaled up to over 1,400 TV, print and online clips. To view our most recent feature stories including this recent profile of Deputy Dave in the BizTimes, visit our Industry News section.

Connect with the Arts
Connect with the Arts There's no question that tourism and the arts are interdependent. Just look at the number of art fairs, film festivals, studio tours, art galleries, museums, performing art venues and more that are listed on As a tourism business or organization, it's important to stay up on the arts in the state by subscribing to the Wisconsin Arts News. This daily newsletter contains news from the Wisconsin Arts Board, notable articles, "If You Go" links to current events, opportunities, Quote of the Day, and Video of the Day.

Tourism Doing Good in the Community
The Make-A-Wish Foundation of Wisconsin recently granted a wish for a young 15-year-old living with Dystonial Parkinson's disease. With the help of the Minocqua Chamber of Commerce and area businesses, a young lady and her family will get her wish of a traditional Northwoods vacation complete with fishing, lumberjack show, horseback riding, and a stay at Land's End cottage on Mercer Lake.

Tourism Dashboard
See the Department’s July metrics report

NEW! Meetings Mean Business Grant Program
Connect with the Arts We are excited to announce a new grant program, Meetings Mean Business. The purpose of this program is to provide Wisconsin destinations with financial assistance for facility costs or host destination expenses. The goal of this program is to generate visitor spending from meetings and conventions tourism in Wisconsin. More information about the program and application criteria is now available. December 1, 2011 is the first deadline to apply. Contact Dawn Zanoni if you have any questions.

Tourism Grant Program Annual Recap
We've published our annual report recapping all of the grants awarded in the last fiscal year. Over $1.2 million was awarded to 89 recipients through JEM and Ready, Set, Go! In addition 23 visitor centers, serving over 900,000 travelers, received funds through the Tourist Information Center grants. Click here to see the full report. A press release and letter to all legislators will go out later this month.

Tourism Information Center Grants
Click here to see a list of recipients from the July round.

Grant Tip of the Month: TIC Grants
Tourist Information Centers are the focus of this month's Grant Tip. We've identified five elements that are keys to a successful welcome center. To strengthen your application, be sure to describe how they apply to your center:
  • Easily accessible to visitors
  • Staffed at time convenient to travelers–including weekends
  • Knowledgeable staff providing reliable information about state-wide travel opportunities
  • Brochure distribution from large and small destinations and tourism businesses all across the state
  • Integration of the brand message–fun!
Travel Green Wisconsin News Item
Travel Green Wisconsin logo Further sustainability? Reduce my bottom line? Gain a marketing advantage? Sign me up!
Here are 5 great reasons to become Travel Green Wisconsin certified:
  1. Travel Green Wisconsin certified businesses get additional marketing and PR support from the Department. The Travel Green Wisconsin program had over $1.4 million in earned media attention over the past year. Feel good and stretch your marketing and advertising dollar further.
  2. Increasing sustainable practices have a proven record to reduce your business' overall bottom line in the form of energy/utility savings, reduced waste removal, and less water usage.
  3. Receive additional advertising benefits including a listing, TGW signage for your advertising purposes, unlimited access to the TGW logo to use on your website and all promotional materials, and exclusive TGW online banner advertising by the Department, which began August 1
  4. Being Travel Green Wisconsin certified provides your business with a marketing edge that differentiates you from others. Furthermore, research developed by The Cadmus Group, shows that green travel is becoming a strong driver in determining traveler's destinations.
  5. It feels fantastic to know you are helping the environment and furthering sustainability in Wisconsin
Hear from Other Businesses: "At the end of the year, it's gratifying to see how our sustainability efforts have positively affected our business. Since becoming Travel Green Wisconsin certified, we have successfully reduced our bottom line energy costs and reduced our waste."
                                                                        - Duke & Mary Jane Mihajlovic, Innkeepers, Oscar H. Hanson House B&B

Take away: Join the current network of 273 Travel Green Wisconsin Businesses and be part of something bigger.

Learn More: Read more about Travel Green Wisconsin success stories across the state. Take a look at some common questions about the Travel Green Wisconsin program. Also check out the application instructions and learn more about becoming Travel Green Wisconsin certified.

Contact Shelly Allness and she'd be happy to help you with your Travel Green Wisconsin questions, application, or to submit your own success story. You can also reach her at (608) 261-8767.

We inspire people to love the Wisconsin experience.
See how on:
Wisconsin Department of Tourism
201 W Washington Ave Madison, WI 53703 1-608-266-7621

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