March 17, 2004 
Milwaukee Journal Sentinel 

Tourists spent $11.7 billion in state in 2003; Winter drew biggest increase over '02

Green Bay -- Spending on tourism in Wisconsin showed a slight gain in 2003, up 1.24%, despite the lack of snow and a sluggish economy.

Gov. Jim Doyle announced total spending of $11.7 billion in the state for December 2002 through November 2003. The figure is based on research compiled by Davidson-Peterson Associates Inc. and was released Tuesday at the Governor's Conference on Tourism at the KI Convention Center here.

Broken down by season, the research shows the biggest gain during winter, when travelers spent $2.17 billion, a 3.2% increase from a year earlier. For the survey, winter is defined as December, January and February.

In fall 2003 -- September through November -- visitors spent $2.75 billion, up 1.35%. Spending during the spring and summer months increased less than 1%.

State Secretary of Tourism Jim Holperin said the increase in winter travel spending showed that the industry's efforts to promote indoor attractions, such as museums and water parks, were paying off. The two previous winters had lower-than-average snowfalls, which hurt tourism in the northern part of the state where snowmobiling and skiing are popular.

The Department of Tourism also had added TV ads to its fall campaign for the first time in 2003.

The $11.7 billion in total tourism spending includes $6 billion for wages and services and generates $2 billion in tax revenue for state and local governments, said Sarah Klavas, of the department.

The department previewed its new campaign, which starts running this week on TV and radio stations.

For the first time, the department is featuring the faces of tourism workers, along with scenic vistas and urban attractions.

The ads feature desk clerks, waiters, bellmen, bartenders, and, in one scene, three girls from the Trinity Irish Dancers, all telling the camera "I am Wisconsin ." The radio spots talk about tourism's positive economic impact.

The $35,000 campaign is set to run for one month, in a package deal with the Wisconsin Broadcast Association. Holperin said the state got a discounted rate for the spots, which otherwise might have cost $100,000.

Andy Larsen, vice president of public relations at Boelter + Lincoln, the ad agency that created the spots, said the aim was to gain support from the state's tourist industry and the Legislature, in addition to driving tourism.

Boelter + Lincoln, in Milwaukee , is completing its fifth year with the state. By law, the state has put the $5 million account in review this year and expects to name a new agency by May. Boelter + Lincoln is competing to keep the business.

The $5 million that the state expects to spend to promote tourism this year is down about 15% from previous years, due to budget cuts, Holperin said.