OCTOBER 2011  

Stephanie Klett   
Department Secretary   

10/17   Fond du Lac Rotary Keynote
            JEM presentation for Fond du
            Lac Brand Development

10/18   Keynote at Golden Kiwanis, Beloit

10/20   Trempealeau County Tour

10/21   La Crosse Tribune Editorial Board

10/24   Keynote at Baraboo Area Chamber
            of Commerce Annual Meeting

10/25   Keynote and JEM Award at
            Green Bay Tourism Breakfast

11/1   Small Business Summit, Green Bay

11/2-3   Tribal Meetings

11/4   Remarks and presentation at
            WACVB Fall Tourism Conference

See the Secretary's (very) full schedule of recent appearances and events.

Council Perspectives | Marketing and Tourism News | Industry Relations | Grant News
Conference Update | Wisconsin in the News | Travel Green Wisconsin | Arts Board

Secretary Message

Hello all,

You'll notice we have a new look and feel for our industry newsletter. It was time for a refresh and we also brought back the name "Travel Wisconsin News" to reflect the equity we have in our trademark Travel Wisconsin. The content has been tweaked slightly so that we're providing information at all levels of the Department. We also like to think the fresh, new look echoes the many positive changes happening here.

This leads me to the next thing. Just like we share our work with the industry, we have also made a point to make sure we're getting our message out to an even greater audience.
Stephanie at the Journal Sentinal Deputy Dave, Council Chair Lola and I recently sat down with editorial boards at the state's largest daily newspapers to discuss tourism in the state, jobs, what we've accomplished just in the last nine months and the strategic business goals we've laid out. With additional support from several industry partners (Brian Kelsey, Deb Archer, Tom Hyslop, Brad Toll), the coverage from those meetings has been overwhelmingly positive. Read the articles and op-eds from The Capital
Stephanie and David D. Haynes, Journal-Sentinel Editorial Page Editor  
Times, Wisconsin State Journal, Green Bay Press Gazette and Milwaukee Journal Sentinel. We plan to schedule a few more of these in the future.

So let us know what you think about the newsletter, our work, anything on your mind. This is your Department of Tourism and we want to hear from you so that we are always hitting the mark to make tourism successful in Wisconsin.

Best Wishes,

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Lola Roeh   
Governor's Council on Tourism   

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Council Perspectives

We have more good things to say about Tourism in Wisconsin…First, a few high points from our last Governor's Council Meeting in September.

We welcomed two newly appointed Council members, Tim Ganz of Noah's Ark in the Wisconsin Dells and Paul Cunningham of Shriner's Restaurant in Fond du Lac. We look forward to their contributions.

As we had new faces at the table, it seemed timely to review the Council's Role and Strategic Plan and more specifically, the Council Committees called out in the Strategic Plan: Marketing (Chaired by Stacey Watson), Advocacy (Chaired by Lola Roeh) and Communications (Chaired by Ruth Goetz/Sarah Klavas). Additional Council Sub-Committees include the Meetings and Conventions (Chaired by Deb Archer/Dawn Zanoni), Sports Travel (Chaired by Linda John/Dawn Zanoni) and the newly formed Travel Green Committee. Additionally, during the meeting, a committee was formed with Joe Klimczak, Ruth Goetz and Linda John to provide input on solutions for a Hudson Welcome Center. Since the role of the Council is to advise and support the Department of Tourism, these committees and their members are charged with bringing best practices and their experience base to the table, partnering with Department staff for the most productive outcome for Wisconsin Tourism. Meetings over the next several months will lay the ground work for 2012 goals and action plans.

Other topics discussed at the September Council Meeting included the great response to the summer campaign, staff reports on projects too numerous to mention and Stephanie and Dave's travels across the state. Council members also shared their first hand sense of how tourism has been faring in the state over the summer months and how fall was shaping up. Minutes from the Council Meetings are posted online for your information.

With that in mind, I had the pleasure of accompanying the Secretary and Deputy Secretary on a number of Editorial Board Meetings over the past few weeks, telling the Wisconsin Tourism story for the summer, sharing what has been accomplished in the first nine months, and the jobs that have been created as a result of the market's response to our collective efforts. The response by the press could not have been more welcoming–it was a proud moment for our Department of Tourism and for our industry.

Until next time,
Lola Roeh
Chair-Governor's Council on Tourism


Dave Fantle    
Deputy Secretary   
Top of the page
Marketing Update  

Facebook Fans "Like" Packers Giveaway

In an effort to increase our social media reach, we are giving away a fabulous prize this fall in partnership with the Packers. The "Destination Lambeau" giveaway includes four tickets to the Jan. 1 Packers-Lions home game, four sideline passes and four MVP party passes for the Tundra Tailgate Zone. The contest, in combination with Facebook text ads, has helped spur an increase in 5,000 fans in just the last several weeks.

From Fall Color to Snow-Covered Trails
Before the last leaf even falls we're already thinking about winter. The Snow Conditions Report is set to launch around Thanksgiving with some new enhancements. Reporters from last year should expect to hear from Linda Anderson in the next few weeks to receive instructions.
If you are interested in being a snow conditions reporter for trails in your area, give Linda a call at 608-261-8212.

LInk to Metrics

Sarah Klavas    
Industry Relations & Services Director   
Top of the page
Industry Relations  

Tourism Economics Offers Destination Research

Tourism Economics, an Oxford Economics Company, is available to conduct destination-specific analysis of the economic impact of tourism on a customized basis. This will enable destinations not defined as a single county to receive a tailored report on the spending, jobs, wages, and taxes generated by visitors. The analysis will incorporate detailed industry data from US Census, the Bureau of Labor Statistics, and the Bureau of Economic Analysis, as well as Smith Travel Research and tax data. Longwoods International visitor spending data and IMPLAN economic impact models will also be employed to develop a comprehensive view of the economic value of tourism to the destination. The analysis will include detailed results for 2011 as well as a trend of the top line figures back to 2008. The cost of the research is $5,000. For more information, contact Adam Sacks at 610-995-9401.

New Tools Now Online
New industry tools and research have been posted online for your convenience. Visit our industry site to download the Power of Tourism Fact Sheet, Tourism Research and Fun Facts, 2011 Grant Awards and Midwest Travel Facts & Figures from our Longwoods research.

Potosi Brewery Complex Receives Scenic Byway Recognition
Congratulations to the Wisconsin's Great River Road National Scenic Byway, which received a 2011 Scenic Byway Award in the "Built Project" category for the Potosi Brewery Complex. Criteria for the award include community involvement, public outreach, partnerships and advancing the goals of byway's corridor management plan. Projects must serve as a model for other organizations.
See all of the Scenic Byway award winners here.


Abbie Hill    
Grant Coordinator   
Top of the page
Grant News  

Grant tip of the month

To strengthen you grant evaluation, tell us how many jobs were supported or created by the event. You might say something like, "The festival hired one full-time paid coordinator and used local legal, accounting and audio engineering services." Then, report what your organization paid out for these services in your final profit-loss statement. Also, report the number of volunteers and the total number of volunteer hours.

Congratulations to these September JEM grant recipients:
  • Jefferson County Brand Development
  • Madison Area Sports-YR 2, Brand Development
  • Walworth County Campaign-YR 2, Brand Development
  • Waupaca County Brand Development

Upcoming Grant Application Deadlines
  • JEM - November 1st
  • M&C - December 1st
  • TIC - January 1st
  • RSG - January 1st
Click here to learn more about our grant program.


Dawn Zanoni   
Special Events and Markets Manager   

Top of the page
Conferences & Education

Governors Tourism Awards
With the Arts Board now under the Tourism umbrella, it was the perfect time to add a new awards category this year: The Governor's Tourism Award for Arts, Culture & Heritage. This award will be presented to a business or destination that showcases the arts, culture or heritage for the enhancement of the tourism experience and economic well-being of a community. Start thinking now about potential nominations for all five categories:
  • Legacy Award
  • Rising Star Award
  • Stewardship Award
  • Service Excellence Award
  • Arts, Culture, & Heritage
More information about the awards and nomination guidelines can be found online.

Upcoming Walks with Mrs. Walker
Tourism staff joined the First Lady in Chippewa Falls for a hike along the Old Abe State Trail following a chamber breakfast this month. An upcoming walk is on the books for October 22 in Kewaskum at the Mauthe Lake Recreational Area. Check out Mrs. Walker blog to see where we've been and some perspectives from the participants.

More Information Available for Northwoods Economic Development Summit
Governor Walker will deliver the keynote address on the first day of the Governor's Northern Wisconsin Economic Development Summit scheduled for Dec. 13-14 at the Waters of Minocqua Resort. Other agenda items include a second day keynote presentation from Lt. Governor Kleefisch, Wisconsin Economic Development Corporation (WEDC) board meeting and Cabinet Secretary panel. A full agenda will be coming soon. Make your hotel reservations now.

Industry Events


Lisa Marshall   
Public Relations    
Top of the page
Wisconsin in the News  

Dave and a mug or work Wisconsin in the News

The clips have flooding our inboxes in recent weeks. Coverage has run the full gamut: fall color, editorial board meetings, many public appearances by the Secretary's Office (including this one of Deputy Dave at Shebogyan's Octoberfest) plus we are getting some nice coverage from this summer's culinary media tour and even a few from last fall's media tour along the Great River Road. Use this link to see some of our top clips from September and October.

Media Tour in Lake Geneva & Walworth County
Stephanie at the Journal Sentinal Journalists from around the country landed in Lake Geneva last week for a familiarization tour. They represented a wide range of media including Better Homes & Gardens, Going on Faith, Group Travel Leader, Chicago Tribune, Endless Vacations, Women's Adventure Magazine, Corporate & Incentive Travel, plus contributing freelancers to the Washington Post, Boston Globe, Outside, golf channel, among others.

New York City and National Pitching
The PR team is headed to New York the last week in October to pitch Wisconsin story ideas and travel opportunities to editors of major publications. Our goal: putting Wisconsin front and center in the minds of travel editors.

Shelly Allness   
Program Manger & Liaision   
Top of the page
Travel Green Wisconsin  

Just what is Travel Green Wisconsin & Why Should I Apply?

Travel Green Logo TGW is more than a certification, it's a philosophy, and for many it's a way of life. Our industry is already offering green travel options, supporting local communities, working toward sustainable activities, and putting an overall green front on the Wisconsin tourism industry. TGW is there to support all of our industry with their sustainable travel efforts and a growing number of travelers are looking to support these TGW initiatives.

We are working to offer up-to-date tools and resources for the industry that will help them with this goal. In addition, TGW truly speaks to Wisconsin's great land ethic and our conservation leaders. We do believe Mr. Leopold would be happy that the first sustainable tourism effort came from Wisconsin. Also, our TGW certified businesses continue to get extra attention and marketing as part of their certification package.

To apply, follow this link and open the TGW Application located on the right hand side.

Visit from Moroccan Tourism Delegation is Huge Success!
Morocon Visitors Three Moroccan tourism leaders and a US Department of Interior employee visited with the Department for three days to learn about TGW and meet with certified members. They left Wisconsin in awe of our program, how it works and why it works. In addition, they had the great pleasure of meeting Governor Walker and discussing sustainable travel on an international level.

Our guests reported that of all the states they toured they were most impressed with Wisconsin and they got the most out of their time with us. Travel Green Wisconsin was chosen based on
their research and a recommendation from the Global Sustainable Tourism Council. Way to go Travel Green Wisconsin!

Department to take a look at Travel Green Wisconsin to seek new innovations
Now that we have hit the 5 year mark, the Department will be pulling together a subcommittee consisting of industry experts to help us take a look at where the program has been and where it's going in the future. The sustainability market is evolving quickly and we want to ensure that we continue to lead the way for travel. All information collected will be presented to Department leadership for input and direction.

Take small steps to get started…
Green up your event or conference! You may find this link helpful to get you started http://www.sevenstarevents.com/. There are many ways to make your event sustainable and it can be done in a fiscally responsible manner. Plus, this is something that's now expected from customers. So walk the talk with your next event or conference!

Newly TGW Certified Businesses
  • Harley Davidson Museum, Milwaukee
  • Cedar Beach Inn, Baileys Harbor
  • Courtyard by Marriot, Middleton
  • Essential Skills Outdoor School, Viroqua
  • Glas, Sturgeon Bay
  • A Peninsula Park View, Fish Creek


George Tzougros   
Executive Director   
Top of the page
Arts Board  

It is fitting that my first Tourism Business Journal post would be for October, which is National Arts and Humanities Month. I want to start by thanking Secretary Klett, Deputy Dave, and the entire tourism team for their gracious welcome of the Arts Board and its staff.

Wisconsin Arts Board The Arts Board has two projects to bring to your attention for this Arts and Humanities Month: the 2012 Art and Craft Fairs Directory and our "It's Time to Talk Tour." The Wisconsin Arts Board invites you to list your fair in the 2012 Wisconsin Art & Craft Fairs Directory. Since 1976, the Wisconsin Arts Board has published an Art & Craft Fairs directory annually as a governmental service to artists, art festival organizations, and the general public. The directory is a comprehensive listing of art and craft fairs held throughout Wisconsin. It lists fairs chronologically and contains indexes by city and county. Click on the above link for submission information and the required online form. Act now as the deadline for submissions and payment is October 31, 2011!

The Wisconsin Arts Board is also gearing up to take its "It's Time to Talk" tour to eight cities around the state this fall. The full list of meeting dates, times, locations and local hosts may be found below. Given the significant changes in funding and staffing at the Wisconsin Arts Board in 2011, this opportunity to gather input from people around Wisconsin is of greater importance than ever. The input gathered at these meetings will help determine where the agency will focus efforts and resources over the next two years.

More next time…


Harnessing the power of tourism to build a better Wisconsin.
See how on: http://industry.travelwisconsin.com.
  Wisconsin Department of Tourism
201 W Washington Ave Madison, WI 53703
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