Coraggio Group503.493.1452 | coraggiogroup.com

Stakeholder EngagementWisconsin Department of TourismApril 2019

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Welcome

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Coraggio’s Travel & Tourism Practice

Project Approach for WDOT

• Stakeholder Survey & Interviews

• Insight Report

• Regional Stakeholder Engagement

• Strategic Clarity Work Sessions

• Imperatives & Objectives

• Initiatives

• Strategic Plan Revisions

• Strategic Plan Documentation

• Implementation Coaching

• Operational Planning

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Strategic Framework

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Why Stakeholder Engagement?In our experience, the most successful planning processes do three things:

1. Get early buy-in from key stakeholders

2. Involve a process that allows leaders to anticipate implementation challenges

3. Ensures that stakeholders understand their roles in making the strategy successful

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Insight Report

Question Areas:

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21 One-On-One Phone Interviews

Approach & Methodology

217 Online Survey Responses

4 In Person Regional Stakeholder Listening Sessions

1. Reputation and Effectiveness2. Role and Impact3. Mission and Leadership4. Stakeholder Engagement and Partnerships5. Product & Marketing6. Program Utilization7. Challenges and Opportunities

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Survey Demographics

13%

15%

35%

37%

Region

NortheastNorthwestSoutheastSouthwest

Chambers of Commerce/Economic Development 31Arts and Culture 30Convention and Visitor Bureau 27WDOT Staff 25Government 20Attraction or Gaming 18Lodging 16Tourism Consultant/Adviser 12Dining and Retail 10Event 10Other 10Sports Organization or Venue 8

Survey Participants’ Relationship to WDOT

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• Develop a cohesive, consistent & compelling state-wide brand

• Lead the way in marketing Wisconsin

• Leverage & protect Wisconsin’s unique assets to continue to grow the destination

• Involve, inform and partner with stakeholders across the state

• Bring more diverse visitors to Wisconsin, and ensure a welcoming experience is provided

• Increase funding and ensure funds are strategically used Key Themes

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Develop a cohesive, consistent & compelling state-wide brand

Brand Strategy1

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1 2 3 4 5

Availability to stakeholders to assist them in local destination tourisminitiatives.

Provide assistance through cooperative marketing partnerships andgrant opportunities.

Build awareness and branding of our state through marketingcampaigns and PR outreach.

Provide research on behavioral trends, visitor profiles, markets, mediausage, and economic impact.

Provide training and education on hospitality, customer service, andinternational visitor needs/expectations.

Provide resources and training on marketing strategy and execution.

Provide advocacy, support, and guidance at a state and national levelon tourism policy issues.

Involve the state travel & tourism industry in key decisions that affectit.

Importance of Wisconsin Department of Tourism Roles

Stakeholders rated building the brand of the state as the most critical role that WDOT plays within Wisconsin’s tourism industry.

On a scale of 1 = not important to 5 = very important

N=207

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Lead the Way in Marketing Wisconsin

Marketing Leader2

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Lead the Way in Marketing Wisconsin

When asked what role they think WDOT should play in the tourism industry, stakeholders said they want WDOT to take on a leadership role in promoting the state and creating a creative marketing strategy. N=148

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Leverage & protect Wisconsin's unique assets to continue to grow the destination

Unique Assets3

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Stakeholders want the Wisconsin Department of Tourism to play more of an active role in managing the destination, making sure it stays sustainable as a destination to visitors and home to residents.

41Small/Rural

Communities

41Environmental Stewardship

26Arts & Culture

Transportation Infrastructure

Outdoor Recreation

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Leverage & protect Wisconsin’s unique assets to continue to grow the destination

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Number of mentions when asked about challenges and priorities in the next two years

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Involve, inform and partner with stakeholders across the state

Stakeholder Engagement4

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Involve, inform and partner with stakeholders across the state

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2

3

4

5

Keeps stakeholdersinformed of its

programs, activities,and achievements for

their industry.

Coordinates andcollaborates

effectively withWisconsin's travel &

tourism industrystakeholders.

Engages effectivelywith public and private

partnerships.

Involves the state'stravel & tourismindustry in key

decisions that affect it.

Stakeholders think WDOT could better engage and partner with them to drive tourism in the state.

On a scale of 1 = Strongly Disagree to 5 = Strongly Agree

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Bring more diverse visitors to Wisconsin, and ensure a welcoming experience is provided.

Welcoming All People5

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Bring more diverse visitors to Wisconsin, and ensure a welcoming experience is provided

0 10 20 30 40 50 60

WorkforceLeverage Data

Welcoming All PeopleEnvironmental StewardshipBroaden Marketing Reach

Brand DevelopmentFunding

CollaborationWhole State

Marketing

# of Respondents

Top Ten Priorities• Respondents believe

that broadening marketing reach to international travelers and welcoming a more diverse population to Wisconsin should be a priority for WDOT.

• Stakeholders would like WDOT to help develop a workforce that represents a more diverse population and is trained in welcoming diverse visitors.

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Welcoming All People

When asked to identify words they want visitors to use to describe how they feel when they leave, stakeholders said they want them to feel relaxed, refreshed, welcomed and happy. N = 211

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Increase funding and ensure funds are strategically used

Funding6

Increase funding and ensure funds are strategically used

0 10 20 30 40 50 60 70

PerceptionData Driven Marketing

Environmental StewardshipCollaboration

WorkforceMarketing

Welcoming All PeopleBrand

Whole StateFunding

# of Respondents

Top Ten Challenges

• Stakeholders saw funding as the biggest challenge to the Wisconsin Department of Tourism.

• Stakeholders also believed that growing funding should be a priority for the department.

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Questions?

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Table Activity 1. Please take 5 minutes to fill out the worksheet at your table, answering the following questions:• What opportunities or challenges currently face your community

related to tourism?• What excites you about the role of tourism in your community?• What 3 priorities do you want the Wisconsin Department of Tourism

to consider as they build their strategic plan?2. Discuss your answers with other participants at your table3. At the end of the session, we will gather your worksheets to provide additional information to the Wisconsin DOT Planning Team

Share Your Thoughts

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What’s Next?

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Thank You!