VISIT Milwaukee Announces Exciting 2022 Initiatives At 55th Anniversary Annual Meeting

MILWAUKEE – (June 29, 2022) – Today at its 2022 Annual Meeting, VISIT Milwaukee announced a number of projects that will create both long- and short-term positive impact for the destination, drive awareness of the community and ultimately increase visitation.

At a meeting bookended by performances from Milwaukee-born artists Grace Weber and Mudy, VISIT Milwaukee celebrated 2021’s tourism results with a meeting for the record books. In case you missed it, Travel Wisconsin released the 2021 statewide data which showed that tourism was well on its way to a full recovery in 2021 and drove $5.2 billion in economic impact to the Greater Milwaukee area.

“There are so many good things brewing in Milwaukee and we’re proud to build on that momentum with initiatives of our own,” says Peggy Williams-Smith, president and CEO of VISIT Milwaukee. “While 2021’s tourism numbers were incredibly encouraging, we know recovery for the travel and tourism industry is still underway. That’s why we wanted to work on bold, innovative projects that would capture the attention of visitors from around the world.”

To mark its 55th year of bringing economic impact to the region through tourism, VISIT Milwaukee announced a number of forthcoming initiatives. These include:

• Destination Next Stakeholder Survey. The assessment takes the form of a 360-degree survey of key stakeholders throughout the region who are impacted by Milwaukee’s ability to attract and inspire visitors to our city. We are in the company of over 300 other destinations worldwide that have undertaken this assessment, and as such we feel the tool has been tried and tested, and the methodology is sound.The results of the survey will serve as report card for the health and benchmarking of Milwaukee as a destination. The results will be made public in September and will then become a part of the evolution of VISIT Milwaukee’s brand. A second citizen survey will poll residents on their thoughts on Milwaukee’s strengths and how to market them. If your business is impacted by leisure or business travel, or if you are a member of the media, take the Destination Next Stakeholder survey here from now until August 15.

• Allyship Accountability with Destinations International. VISIT Milwaukee is proud to participate in an initiative championed by Destinations International centered around allyship. In this case that means historically privileged groups – like VISIT Milwaukee – advocate for and advance the interests of historically marginalized groups in a way that is measurable and transparent. VISIT Milwaukee is proud to take part of this initiative, which will include us reporting to Destinations International on our progress to make a more equitable and inclusive VISIT Milwaukee and tourism community. You can see the full letter, which was signed by destinations around North America, here.

• Mobile Visitor Center. This mobile welcome center, which is intended for travel both around the region and locally where we see an opportunity to help visitors, is an immersive and interactive experience and will help visitors discover all Milwaukee and the region have to offer. The kiosk will showcase Milwaukee information and experiences through a variety of media. Interactive screens will allow for immersive exploration, while printed materials like maps, visitors guides, Milwaukee-made swag, and more, will offer visitors something tangible and memorable to take with them. The mobile kiosk is designed to be lightweight and compact so that it can be easily towed by the company minivan. And finally, whenever we send it out in the region, we’ll send one of our communications managers along with to meet with media. Imagine this kiosk parked in next year’s Juneteenth Day celebration, or at Irish Fest, or outside the Wisconsin Center during a major meeting. It will eventually travel to Illinois, to Minneapolis, and to St. Louis, in addition to other markets that might benefit from increased exposure to Milwaukee. See the mobile visitor center in action at the July Night Market.

• Good Things Brewing TV Show. Beginning this fall, we’ll be launching a television show called Good Things Brewing with a national network with local affiliates across the Midwest. In partnership with Plum Media and David Caruso, Good Things Brewing will give viewers a local’s version of Milwaukee. That means a depiction of our city that feels authentic, current, and exciting. In each episode, the amazing David Caruso will embark on experiential interviews at attractions, restaurants, bars, and hotels with Milwaukee’s most interesting people. In creating this show, we seek to reach new audiences to increase interest in and awareness of Milwaukee and the region and drive visitation. The first episode debuts later this year.

• Treat Yourself Pass. Following the launch of three successful passes used by over 16,000 people, VISIT Milwaukee is proud to announce the Treat Yourself Pass, sponsored by Potawatomi Hotel & Casino, which offers exclusive deals on handheld desserts, snacks, and more from 12+ Milwaukee-area businesses. Like the other passes, the Treat Yourself pass is free to use. Look for more details on org when the pass officially launches July 13.

To learn more about any of these initiatives or to schedule an interview, please contact Claire Koenig at ckoenig@milwaukee.org or 414-520-6708.

About VISIT Milwaukee
VISIT Milwaukee is a community asset that markets the destination as a top choice for business, convention, and leisure travel to national and international visitors to increase the economic impact of tourism in the region. VISIT Milwaukee has over 700 members, including hotels/motels, restaurants, attractions, services, and area businesses. The Wisconsin Center District, which is undergoing a large-scale expansion slated for completion in 2024, and Potawatomi Hotel & Casino are strategic partners with VISIT Milwaukee, providing funding support for conventions and tourism programs. For more information call (800) 554-1448 or visit www.visitmilwaukee.org.

NOTE: This press release was submitted to Urban Milwaukee and was not written by an Urban Milwaukee writer. While it is believed to be reliable, Urban Milwaukee does not guarantee its accuracy or completeness.