2023 marks record-breaking year for tourism

Lori Kaye Lodes

Contributor

July 8, 2024

NORTH CENTRAL WISCONSIN – Whether it’s thanks to tubing along the Wolf River, skiing at Rib Mountain or enjoying the 20th annual Hidden Studios Art Tour – tourism is flourishing in North Central Wisconsin.

And the numbers prove it.

According to the Wisconsin Department of Tourism, in its totality, tourism in Wisconsin generated a record-breaking $25 billion in total economic impact statewide last year.

The department’s recently released report shows that all 72 Wisconsin counties experienced year-over-year growth in total economic impact last year – though the reason(s) vary by area.

Visitor spending is tracked across five categories within that financial equation, including:

• Lodging
• Food and beverage
• Retail
• Recreation and entertainment
• Transportation

The report highlights several common themes across Wisconsin’s counties regarding the “why” behind the growth, including:

• An increase in overnight visitors
• An increase in day trippers visiting destinations within a few hour’s radius of home
• Targeted marketing
• A desire to get out and travel

North Central

A peek at some of the growth seen in North Central Wisconsin shows that in 2023, the total economic impact of tourism grew up:

• Adams County – 4%
• Langlade County – 7%
• Lincoln – 6%
• Marathon County – 6.4%
• Menominee County – 10.3%
• Oneida County – 4.8%
• Portage County – 5.2%
• Price County – 7.8%
• Taylor County – 4.1%
• Vilas County – 4.2%
• Waupaca County – 4.5%
• Waushara County – 5.1%
• Wood County – 6.5%

That’s to no surprise for any destination marketing organizations (DMOs) in North Central Wisconsin.

In some counties, it’s the result of meetings and conventions; in others, it’s sports events and tournaments, new or expanded attractions, other events and festivals and even the marketing tactics DMOs employ whether within its market or outside of it to appeal to people from the Milwaukee, Madison, Chicago or Minneapolis, as appropriate.

Sara Brish, outgoing executive director of the Stevens Point Area Convention & Visitors Bureau, said that’s great news because it drives dollars into any given community and benefits communities in various ways.

“Regional tourism industry drives innovation, fosters community vibrancy and fuels economic growth,” she said. “Though travel creates memorable moments for visitors, it also props up small businesses and supports job opportunities here.”

North Central Wisconsin, Meredith Kleker – executive director, Wisconsin Rapids Area Convention & Visitors Bureau – said has its own distinct appeal, whether it’s the outdoor recreational options or its location at work.

“The desire to travel is strong, and this is a great place to come and experience as a family,” she said. “It’s affordable and welcoming, and we’re fortunate to be in the center of the state and easily accessible from places all over the state, as well as Minneapolis and Chicago.”

Ready and waiting

North Central Wisconsin upped its offerings this past year as well.

As host of the U.S. Senior Open from late June to early July 2023, Stevens Point’s SentryWorld welcomed 40,000 attendees – as well as 1,800 event volunteers – to its golf course.

The televised event also drew viewership from millions of people in 96 countries.

“It was an incredible opportunity to showcase our beautiful course and community to the world,” Carolyn Schamberger, director of corporate communications for Sentry Insurance/SentryWorld, said. “Seeing it all come together was satisfying and humbling and couldn’t have happened without the great partnership with our local businesses, government leadership and the community.” 

Visit Wausau encouraged folks to discover the arts, culture and outdoor recreation available in the area via its promotion as Wisconsin’s Basecamp – “where a landscape shaped by billion-year-old glaciers sets the stage for a community rich in history and opportunity.”

The North Central region also saw the opening of the Food + Farm Exploration Center (3400 Innovation Drive) in Plover – which aims to reconnect people with their food and those who grow it.

In nearby Wisconsin Rapids – the largest cranberry-producing region in the world – the community’s annual four-day Cranberry Blossom Festival attracted thousands of people.

And thousands more flocked to nearby Warrens for the Warrens Cranberry Festival.

Kleker said both events capitalize on the area’s unique geography and agricultural heritage that make blossoming and harvesting seasons special to the area.

“The Cranberry Blossom Festival is coordinated by an independent board, and different organizations create and run the events – and benefit from them – with a parade, arts/crafts fair, live music and more,” she said. “It’s a huge community event.”

Outside play appeals year-round

All of North Central Wisconsin, Kleker said, has its appeal for outdoor enthusiasts seeking hiking and biking trails.

In the Wisconsin Rapids area, trails lead along the Wisconsin River through Wisconsin Rapids, running from Port Edwards to Barron.

Powers Bluff County Park, Kleker said, is a big draw between Wisconsin Rapids and Marshfield as well.

“It’s an amazing county park with new single-track bike trails for all levels, and those are popular for fat tire biking and mountain biking throughout the year except when it’s super slippery,” she said.

In Stevens Point, Megan Vruwink – director of marketing, Stevens Point Area Convention & Visitors Bureau – said, outdoor recreationalists are drawn to the Green Circle Trail, a 27-mile looped trail that connects green spaces throughout the county.

“People come for that but don’t realize it also connects to 30 miles of additional trails,” she said.

The 2023-24 winter season, Tim White – executive director of Visit Wausau – said, concerned many businesses with its mildness and lack of snow.

“When the snow didn’t come, we were concerned because winter in the Marathon County area is typically our busiest season,” he said. “People from outside the area come to ski and stay for three or four days, and that’s a big boost (to the area economy). (However), Granite Peak has robust snowmaking capacity even though counties north of us were devastated in terms of the snowmobile culture.”

White said the Greater Wausau area was a bit more “weatherproof” with its ability to deliver arts, culture and indoor amenities to complement the skiing that did persevere at Granite Peak.

“With our terrain, people hiked anyway and were able to get their fat bikes out in March,” he said. “People couldn’t necessarily snowmobile or snowshoe, but they were still able to get out.”

That’s important in that area as White said their data sets show 58% of visitors participate in at least two forms of outdoor recreation in a given day.

“It’s baked into this county,” he said.

Despite its ability to produce great snow, Greg Fisher – general manager of Granite Peak and chief marketing officer of Midwest Family Ski Resorts – said Granite Peak wasn’t completely unaffected by Mother Nature’s lack of snow accumulation.

January to April 2023, he said, fell into the “great” category as the ski hill was able to produce snow as needed, which was complemented by good weather through the weekends.

“We need that as (weekends) are our bread and butter when people are visiting from out of state,” Fisher said. “Fortunately, we are known for the technology in our lifts and the technology in our snowmaking equipment, which guarantees a long season.”

Granite Peak, he said, typically draws people from the Chicago region and the Milwaukee metropolitan areas, in addition to locals.

Season pass sales are a big driver of revenue, and Fisher said interest in skiing exploded coming out of the COVID-19 pandemic – which has significantly translated into increased season pass purchases.

“Our season pass sales have increased 40-50% since COVID,” he said. 

In addition to outdoor recreation, many North Central Wisconsin counties appeal to planners organizing sports tournaments, as well as visitors who enjoy watching a good game. 

Wisconsin Rapids, Kleker said, brings in a “fair amount” of sports events, including hosting the Wisconsin Interscholastic Athletic Association’s gymnastics tournament and cross-country tournaments every year. 

The new Rapids Area Sports Complex – a joint venture with the Wisconsin Rapids Public Schools – she said features “amazing turf fields and brings in softball, baseball and soccer, combined with our active sports commission (the Wisconsin Rapids Area Sports Commission.)”

“We’re blessed with all kinds of sports,” she said.

Arts, culture and delectables

Many visitors to North Central Wisconsin, White said, are surprised at the vast opportunities to partake in arts and culture.

“Arts and culture are our secret sauce in the ‘Base Camp’ we market,” he said. “People who want outdoor recreation are often shocked to see three art museums here, not to mention great places to eat from scratch, farm-to-fork cooking, farmers’ markets and a whole bunch of agrotourism, including Stony Acres Pizza Farm.”

Kleker said the Wisconsin Rapids area has a “pretty cool” art scene with three live theaters, several awesome artists and a burgeoning music scene – including a bluegrass festival.

In addition, she said there are evolutions of long-standing aspects of the community to continue to appeal to people’s changing needs – one example being Rooted in Red, a relatively new event venue on a fifth-generation farm that transformed a former barn.
“The barn has become a venue all its own – hosting food trucks, live music on the marsh and more,” Kleker said. 

The downtown Wausau scene, White said, appeals to tourists with its cute shops and eating destinations – including The Garage, The Velveteen Plum rooftop dining experience, Ciao and Lemongrass Asian Fusion Restaurant & Bar.

“There are great places for foodies and food connoisseurs and all things drink,” he said. “Not to mention, the Grand Theater – it’s crazy for a market this size to have such great Broadway productions.”

Vruwink said awareness of the Stevens Point area’s amenities in this area continues to grow – whether it’s the winery/brewery/distillery scene, novel flavors or arts.

“We have unique arts and culture, and people are often surprised by the public art and murals,” she said. “And, we have so many local makers – be it Main Grain Bakery that now features a restaurant to craft a culinary experience or Ruby Coffee Roasters’ cafe location.”

Regardless of what visitors do while in the area, Vruwink said “we want them to have a creative and adventurous experience.”

“Whether (that means) trying a new beer at a brewery or trying a trail because that’s what our county is all about,” she said. 

And all those community assets that appeal to tourists, Kleker said, create memories for them and impact the residents and businesses who call those communities home. 

“People often think of the hotels, restaurants and gas stations that benefit when people travel,” she said. “Those businesses have to get goods and services from someone else…involving trucking companies, distributors and more. It starts with a visit and trickles down through the whole economy.”