Wisconsin Prioritizes Tourism

Governor Tony Evers announced in August that an additional $10 million of American Rescue Plan Act (ARPA) funds will be used to support the Wisconsin tourism industry.

At the press conference, Evers said, “Wisconsin’s tourism industry was one of the hardest hit throughout the coronavirus pandemic.” He continued, “Small business owners and folks in the tourism, lodging and entertainment industries had to stay flexible, innovative and adapt to the challenges brought by the pandemic.”

Despite the pandemic, Wisconsin’s tourism industry supported more than 157,000 jobs across the state and had a $17.3 billion impact on the state economy in 2020. So far in 2021, the industry is seeing recovery above 2020 numbers as travelers make up for missed vacations while reconnecting with friends and family.

Gov. Evers’ announcement is a continuation of the governor’s efforts to support the tourism industry’s recovery and rebound from the coronavirus pandemic. The funds announced are in addition to the governor’s more than $140 million in ARPA funding for Wisconsin’s tourism and entertainment industries,

Sign Up for Communications

Individuals and businesses can sign up to receive more information about the application process. Grants of up to $3.5 million will be given to regional entities to support things like travel infrastructure and convention centers.

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Thrive in Tourism

UW-Green Bay is hosting a tourism event for area destinations, attractions, accommodations and other aligned businesses to explore creative ways they can attract visitors with experiences that are beyond the average tourist experience.

The event is a collaboration with Discover Green Bay and features faculty and destination experts. There is a morning session “Creating Visitor Experiences” and an afternoon session “Basic Social Media for Hospitality Venues.” You may attend the morning or afternoon session, or both for the best value.

Space is limited! Masks will be required for all participants, and social distancing practices will be in place.

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SOURCES:
Office of the Governor, State of Wisconsin.
Urban Milwaukee, “Evers Gives $10 Million to Tourism Projects,” August 3, Angeline Terry.

Billion Dollar Outdoors

Wisconsin’s diverse outdoor recreation activities bring in billions of dollars year-round.

That is the finding of a recent report by the Wisconsin Department of Tourism’s Office of Outdoor Recreation.

The report reiterates recent U.S. Bureau of Economic Analysis data showing Wisconsin’s outdoor recreation industry’s strong foundation contributes $7.8 billion to the state’s gross domestic product. Over 93,000 jobs across diverse sectors – from tourism to manufacturing to retail and the arts – are supported by outdoor recreation and contribute $3.9 million in compensation to Wisconsinites. The pace of the industry’s growth was faster than Wisconsin’s overall economy prior to the COVID-19 pandemic: between 2012 and 2017, GDP from outdoor recreation grew by 12% while overall state GDP grew by 7%.

More Than Just a Bike Ride

The largest contribution to state GDP is from nature-based activities, led by motorcycling and ATVing, boating/fishing, RV-ing, and bicycling. Beyond nature-based outdoor recreation activities, other outdoor recreation activities that contribute to state GDP include field sports, game areas (includes golf and tennis), guided outfitting and tours, and festivals and sporting events.

Wisconsin is a National Powerhouse in Outdoor Recreation Manufacturing

Wisconsin ranks fifth among US states for share of jobs in outdoor recreation manufacturing and is home to headquarters and manufacturing facilities of dozens of well-known outdoor brands including Bending Branches, Burger Boat Company, Harley-Davidson, Johnson Outdoors, Mercury Marine, Mathews Archery, MirroCraft Boats, Pacific-Cycle, Planet Bike, Saris, St. Croix Rods, Trek Bicycles, Vortex Optics, Wigwam, Yamaha and more.

Outdoors and COVID

Getting outside has never been more important. Wisconsin’s outdoors provide wide-open spaces where people can responsibly distance while enhancing physical, mental, and social well-being. Since the onset of the COVID-19 pandemic, people are seeking outdoor experiences in unprecedented numbers. Even though Wisconsin’s economy was hit hard by the COVID-19 pandemic, the state’s outdoor recreation industry is seeing the economic impact of this amplified interest. Business who were able to respond to changing recommendations reported increased demand for products, gear and services.

Amplified Interest by Spring 2020:

  • 371% increases for hikes and trailers on TravelWisconsin.com
  • 24% increase in sales of Wisconsin ATV trail passes
  • 100% increase in first-time buyers of Wisconsin fishing licenses
  • 18% more weekend visitations to Wisconsin state parks
  • 70% increase in national boat sales
  • 121% increase in national sales of leisure bikes
  • 10.8% increase in national RV sales

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TAKE ADVANTAGE OF THIS AMPLIFIED INTEREST

Attend the upcoming virtual a virtual Tourism Summit on Thursday, April 22, from 9 a.m.-12 p.m., hosted by UW-Green Bay with collaboration of the Wisconsin Department of Tourism and Northeast Wisconsin destinations.

Outdoors enthusiasts spend money! The Tourism Summit is tailored for any business or frontline worker associated with tourism in Wisconsin, including restaurants, hotels, sporting goods retailers, ATV, boat or RV Dealers, other recreation and attractions, communities and more. The Tourism Summit is hosted by UW-Green Bay’s Division of Continuing Education and Community Engagement.

Learn more about the Tourism Summit by visiting www.uwgb.edu/tourism-summit or by contacting Judy Price, Outreach Specialist at pricej@uwgb.edu and 920-366-8328.

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RESOURCES:
Travel Wisconsin. “Report Shows Outdoor Recreation a Key Driver of Wisconsin Economy.” October 28, 2020.

Respect Goes a Long Way

In the hospitality industry, customer experience is king. What does it take as a professional to lead in an ever-changing and messy environment? Let’s hear what hospitality leaders, past and present, have had to say.

Gray Shealy, AVP of Architectural Design and Innovation, Royal Caribbean Cruises

“Respect for others will go a long way, as will humility. Don’t forget you’re in the hospitality industry. Open doors. Listen. Look into someone’s eyes when having a conversation. Allow others to go first. Toast a guest at a meal. Wait until everyone is served. Emily Post may be a good mentor, come to think of it…”

Arne Sorenson, CEO, Marriott International

“Particularly in American society today, but maybe business society generally, you’ve got a glorification of folks who say, ‘Oh, I only sleep three to four hours a night,’ which is dead wrong. We don’t want to be preachy to our guests when they get into our hotels. They’re going to lead the lives they want to lead, but I think there are some things we can do to be in a dialogue with our customers about the strengths of sleep. Those of us who do sleep should be proud of saying we sleep.”

Leeny Oberg, EVP & CFO, Marriott International

“Know yourself. Know your strengths and weaknesses. Get feedback, and work hard to get that feedback. It is not an easy thing to have people give you feedback, and it’s not easy for people to give feedback, particularly when it’s constructive. It is so critical, as you find your career path, that you know where your strengths and weaknesses are.”

Horst Schulze, Co-founder, Ritz-Carlton Hotel Group

“Leadership is creating an environment in which people want to be part of the organization and not just work for the organization. Leadership creates an environment that makes people want to, rather than have to, do.”

Larry Steelman, VP of New Business Ventures, Cox Business

“Providing actionable information that isolates service-impacting issues and enables fast resolution is key to guest satisfaction.”

Krissy Gathright, EVP and COO, Apple Hospitality REIT

“Create your impact. There will be people along the way who will help support you, but it’s ultimately up to you. You control your own destiny. Do not wait for someone else to create a path for you.”

Isadore Sharp, Founder, Four Seasons Hotels and Resorts

“Keep your egos in check, and let the people who work for you shine. Because they’re the people who know our customers best—the people we depend on to lead the way. It’s no longer, ‘Do as I say.’ It’s, ‘Do as I do.’”

Jagruti Panwala, Chairwoman, AAHOA

“Build relationships. Attend conferences. Network not just with women, but men as well. I also just believe that you can’t achieve success on your own. Make sure you’re working with successful people, positive people.”

Joy Rothschild, Chief Human Resources Officer, Omni Hotels

“I find that this is one industry where hard work, spirit, and energy trump degrees or where you sit on the pecking order. If you are willing to put in the time—which is easier said than done—you should have no obstacles. You do need to be willing to go where the opportunities are. The more flexible you are, the better.”

James Tubo, COO, Blueprint RF

 “My key takeaways in serving the hospitality sector are: 1. Always try to put yourself in the shoes of the front desk agents serving our guests. 2. With more than 55 thousand hotels, the industry is surprisingly small. Everybody seems to be connected. 3. Don’t lose sight of what you set out to do. Our goal was to ensure that guests connect to the internet—that simple.”

J.W. “Bill” Marriott, Jr., Executive Chairman and Chairman of the Board of Marriott International, Inc.

“The four most important words in the English language are, ‘What do you think?’ Listen to your people and learn.”

Kit Kemp, Co-founder, Firmdale Hotels

“The challenge I give myself—which, I’m sorry, would never occur to a man—is to craft common spaces with residential tone and texture where people want to idle.”

Barry Sternlicht, Founder, Starwood Hotels and Resorts

“You can learn everything that there is to know about the industry or the player from the company that is performing better or worse.”

Kemmons Wilson, Founder, Holiday Inn

“Remember: A person who wins success may have been counted out many times before. He wins because he refuses to give up.”

Avi Brosh, CEO, Paligroup

“The future of boutique hotels is not about size or design or asset class. It’s about going back to the beginning, back to what Morgans did. That’s delivering on this promise to create an authentic, ad hoc community of like-minded people that, for an evening or a few nights, transcend nationality or who they believe they are. It’s a promise that a guest be whoever they want to be for that night.”

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LEARN MORE ABOUT WISCONSIN TOURISM

UW-Green Bay and the Wisconsin Department of Tourism are collaborating to revitalize travel in Northeast Wisconsin by hosting a virtual Tourism Summit on Thursday, April 22, from 9 a.m.-12 p.m. Tourism is an integral part of the Wisconsin economy. The pandemic created challenges and disruption for the many businesses and workers that make up this multibillion-dollar industry.

The Tourism Summit is tailored for any business or frontline worker associated with tourism in Wisconsin, including restaurants, hotels, golf courses, other recreation and attractions, communities and more. The Tourism Summit is hosted by UW-Green Bay’s Division of Continuing Education and Community Engagement.

Learn more about the Tourism Summit by visiting www.uwgb.edu/tourism-summit or by contacting Melissa Betke, Program Specialist and 920-663-7337.

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RESOURCES:
BlueprintRF. “15 Hospitality Leaders Share their Best Business Advice.”

Shaping the Future

With Teambuilding Adventures

McKinsey & Company recently released a report “The new normal arrives: Trends that will define 2021—and beyond.”

In it, they predict “2021 will be the year of transition. Barring any unexpected catastrophes, individuals, businesses, and society can start to look forward to shaping their futures rather than just grinding through the present.

The report also points the way to a transformation of office life with remote work continuing for a significant segment of workers.

That will make teambuilding even more important. If employees aren’t encountering each other in their offices, hallways and face to face meetings, how can a manager or supervisor ensure teams coalesce into collaborative and performing units.

Teambuilding adventures, that’s how.

A teambuilding adventure is a great way to network, socialize and get to know each other better. An adventure can also be a celebration of achievement or a boost to an upcoming initiative. Depending on the adventure, it can also help foster an environment of creativity and innovation.

And Wisconsin – with its four seasons of inspiration – is the perfect place in which to play and connect with co-workers.

The communities around Lake Michigan in particular offer a number of exhilarating or uplifting options for your next employee outing!

Sheboygan 

Blackhawk Shooting – a modern indoor shooting range; open year round
Harbor Point Mini Golf – beautifully landscaped, fun-filled outdoor nautical themed 18 hole mini golf course; seasonal
Road America – the 640-acre, park-like grounds offer amazing viewing opportunities, fantastic concessions and high-speed excitement to thousands of spectators each year; seasonal
Longhouse Axe Bar – Sheboygan’s Viking handcrafted axe throwing experience;  open year round

Manitowoc/Two Rivers

Strand Adventure – an indoor activity complex where a variety of adventures await all ages; open year round
Tapped on the Lakeshore – over 20 beers on tap, axe throwing, corn hole and more games; open year round
What the Lock – a physical adventure game where participants are placed into a room and have to use teamwork along with elements of the room to solve a series of puzzles, find clues, and escape the room within a set time limit; open year round
Glaze & Paint 
– ceramic painting studio; open year round

Green Bay 

Green Bay Axe – axe-throwing experience with adjoining escape room; open year round
Board & Brush – DIY wood sign workshop; open year round
Green Bay Ghost Tours – must-experience tours for ghost story enthusiasts and history buffs; seasonal
National Railroad Museum – relive years of railroad history and take a fun, educational train ride during your visit

Door County 

Hands On Art Studio – a do-it-yourself Door County Destination, offering a free-wheeling art experience; seasonal
DC Adventure Center – offering professional programming designed to facilitate adventure, enhance teams, develop leadership, and create lasting memories; seasonal
Door County Trolley Tours – experience VIP treatment aboard one of 16 uniquely themed trolley tours – best charter in Door County; seasonal
Door County Kayak Tours – experience the natural beauty of Lake Michigan and the Door Peninsula with a memorable tour or rental on the water; seasonal
Scenic Cruises & Charters – Door County’s original and oldest sightseeing cruises; seasonal

Marinette 

River Rafting  – providing some of the most thrilling and challenging rafting in the entire Midwest; seasonal
Sno-Haven Pottery – celebrate creativity in pottery, jewelry, drawing and painting; open year round
Laughter Yoga Yooper – combineing laughter exercises with yoga breathing; open year round

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LEARN MORE ABOUT WISCONSIN TOURISM

UW-Green Bay and the Wisconsin Department of Tourism are collaborating to revitalize travel in Northeast Wisconsin by hosting a virtual Tourism Summit on Thursday, April 22, from 9 a.m.-12 p.m. Tourism is an integral part of the Wisconsin economy. The pandemic created challenges and disruption for the many businesses and workers that make up this multibillion-dollar industry.

The Tourism Summit is tailored for any business or frontline worker associated with tourism in Wisconsin, including restaurants, hotels, golf courses, other recreation and attractions, communities and more. The Tourism Summit is hosted by UW-Green Bay’s Division of Continuing Education and Community Engagement.

Learn more about the Tourism Summit by visiting www.uwgb.edu/tourism-summit or by contacting Melissa Betke, Program Specialist at mailto:betkem@uwgb.edu and 920-663-7337.

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RESOURCES:
McKinsey & Company. “The new normal arrives: Trends that will define 2021—and beyond.”