Like a musical group celebrating its first top 10 hit, businesses in Sheboygan County can congratulate themselves for making a list of Top 10 Tourist Destinations in Wisconsin.
The list is the result of an annual study commissioned by the Wisconsin Division of Tourism and conducted by the tourism research firm Davidson-Peterson of Kennebunk, Maine.
The study data shows that in 2000, travelers spent the most money in Milwaukee, Dane, Sauk, Waukesha, Door, Brown, Walworth, Outagamie, Sheboygan, and Rock counties, respectively. In order to make the Top 10, Sheboygan County leapfrogged several places — from 14th in 1999 to ninth in 2000.
According to the study, tourism has a major impact on the county’s economy, accounting for 6,112 full-time equivalent jobs and $128 million in resident income. Taxes on expenditures by visitors to Sheboygan County last year sent $17 million to the state coffers and raised $15.7 million in local taxes.
“Sheboygan County has a diverse mix of attractions and the genuine hospitality that appeals to today’s travelers,” Wisconsin Department of Tourism Secretary Richard “Moose” Speros said.
The jump in the standings was foreshadowed by various indicators — and can be attributed to a number of factors according to Dee Olsen, executive director of the Sheboygan Area Chamber of Commerce.
“First of all, we had detected that our visitor inquiries were going up,” Olsen said. “We have continued to send out additional visitors guides as a result of an increased marketing effort. We have also recently decided to go after the tour bus market – and have developed a tour planner brochure.”
Olsen said the tour planner won regional and statewide Addy awards, and is going on to national competition. The brochure was designed by Du Four Advertising of Sheboygan, and was developed in close cooperation with chamber staff members who did the writing in-house.
The addition of area attractions and events has also boosted tourism numbers, according to Olsen.
“In 2000 we had the announcement that the PGA Championship would be held here in the year 2004, and I think that has its own type of attraction. Golfers will come in to explore the area and play the course ahead of time,” Olsen said.
Golf in general might be a strong attraction to the area, as two area courses have made Golf Magazine’s August list of top 100 courses open to the public. Whistling Straits appears at No. 4, and Blackwolf Run is ranked No. 8. Both are owned and operated by the Kohler Corp.
The pattern of increased tourism expenditures over the previous year also supports the premise that golf may play an important role. Tourism revenues rose more than 11 percent for the summer period and more than 13% during the fall, according to the Davidson-Peterson study.
“We also continue to add new things to the community,” Olsen said. “The Children’s Museum opened in the late nineties. But once those things open, it takes a year or two to get the word out and build awareness that they are here. In addition, Kohler has introduced the new Kohler Waters Spa at the American Club in Kohler. That addition cost between $3-$4 million.”
Olsen added that Road America at Elkhart Lake has added new events to its schedule, which also brings additional people to the area — people who occupy hotels and campgrounds, buy gas, frequent restaurants and drive the retail economy.
Olsen said she also credits the efforts of Denny Moyer of the chamber staff for the increased ranking and tourism revenues.
“Denny is on the front line at sport shows and travel shows promoting Sheboygan County,” Olsen said. “We go to five different shows, mostly in late fall into early spring. This year he added shows specific to the tour bus industry.”c
July 20, 2001 Small Business Times, Milwaukee
