Tourism Benefits Brookfield Shop, play, dine, stay...in Brookfield Nancy Justman, President/CEO
Back in 1983 when the National travel and tourism week was established by congressional resolution, The Brookfield Convention and Visitor’s Bureau wasn’t even a blip on Brookfield’ s radar. In fact, Visit Brookfield wouldn’t be established for another 10 years. It seems strange, doesn’t it, given all our great country has to offer, that tourism has only been a nationally recognized “thing” for 35 years.
Boy, have we made up for lost time. Funded entirely by City and Town of Brookfield hotel room tax, Visit Brookfield exists to promote the image and name recognition of the Brookfield area. We are tasked with advancing the interest of all visitors to Brookfield; be it business travelers, families, conference-goers or leisure travelers. In doing so, we also advance the economic climate for all those who reside or do business in Brookfield.
But really, tourism in Brookfield? Yes! If you watched the recent episode of Around the Corner with John McGivern on PBS featuring Brookfield and Elm Grove (I encourage you to do so if you didn’t!), it was mentioned that our daily population swells from 50,000 people to well over 120,000. If we agree that the modern definition of a tourist is 1) visitors staying away from home for 1 or more nights, 2) visitors staying away from home for more than 3 hours or 3) visitors who spend less than 3 hours away from home, then it radically challenges the traditional concept of a tourist as someone who packs a suitcase, grabs their map and camera and heads out the door. Now, a business traveler or conference attendee is a tourist. People who work in Brookfield but live elsewhere are tourists. Afternoon shoppers and evening diners are tourists. And economically speaking, that’s a game changer.
Let’s look at some numbers. Local Initiatives: Annually, Visit Brookfield invests $500,000 in local and national magazines like Key Milwaukee, Milwaukee Magazine and Midwest Living. Advertising is also placed in leisure tourism magazines like Fun in Wisconsin, Wisconsin Map Atlas and Wisconsin Hotel and Lodging. Additional dollars are spent on the local Visitor’s Guide, Coupon Book, Relocation Guide, the Visit Brookfield website and app and Dine In Brookfield Event. State Efforts: Wisconsin’s tourism economy supports nearly 25% of all food and beverage jobs in the state. The tourism economy generates $1.5 billion in state and local revenue, saving Wisconsin taxpayers $650 per household. Tourism had a $20 billion impact on the state’s economy in 2016. This is a 3.5% increase over 2015. Hidden gems like Al Capone’s House, Dousman Stage Coach Inn and the Birthplace of Caroline Ingalls (Yes, we mean Laura’s mother) only scratch the surface of Brookfield’s rich history. Acres of green space and parkland are attractions all on their own, as are all the shopping and dining options. Easy in and out via highways and interstates make Brookfield a prime location for visitors from all points on the map. Whether your travels bring you to our community for a day or longer, I invite you to shop, play, dine and stay in Brookfield.
Nancy Justman, President/CEO
17100 W. Bluemound Road, Suite 201, Brookfield, WI 53005 (262) 789-0220 (800) 388-1835 | Fax: (262) 789-0221
800-388-1835 • www.visitbrookfield.com
THE IMPAC
Visitor Spending vs. Hot 100 M. $89.7 M. $80.6 M.
80 M.
Visitor Spending 2014 - 2017 CATEGORY
MILLIONS
Lodging Food and Beverages
2014 $68.5 $71.9
2015 $71.3 $74.7
2016 $73.9 $78.3
2017 $75.2 $81.8
Retail
$75.2
$78.6
$82.8
$85.4
Recreation and Entertainment
$35.6
$38.7
$39.5
$41.1
$251.3
$263.2
$274.4
$283.5
4.52%
4.08%
3.21%
Total Growth Rate
$70.0 M. $63.7 M.
60 M.
40 M.
$66.9 M. $60.5 M.
20 M.
0
Quarter 1 Jan. - Mar.
Overall visitor spending in Brookfield increased by 3.21% in 2017 which is 9.1 million dollars over 2016.
Retail
27.6%
Recreation
13.3% Other
Visitor Spending per Category
8.2%
$49.0 M.
$49.6 M.
Quarter 2 Apr. - Jun.
Quarter 3 Jul. - Sep.
Quarter 4 Oct. - Dec.
Indicates Visitor Spending Indicates Hotel Occupancy
2017 Highlights Jobs
• Retail spending captures the largest share of visitor dollars at 27.6%. • 26.5% of visitor spending is on food and beverage.
Food & Beverage
26.5%
Lodging
24.3%
• 24% of all visitor spending is on lodging (overnight stays at area hotels). • 13.3% of visitor spending is on recreation and entertainment.
5,771,337 Visitor Spending: $12.7 Billion Employment from Tourism: 195,255 Tourism State & local tax: $1.536 Billion
During 2017 visitor activity sustained 4,076 jobs in Brookfield which equates to $120.6 million in wages.
Population:
Overall Br $33 millio addition $
Population: Visitor Spending: Employment from Tourism:
Waukesha County ranks fourth in the state for:
Tourism State & local tax:
Visitor Spending, Employment and State and Local Tax
Wisconsin
Waukesha County is responsible for 16% of all the tourism dollars spend in Wisconsin.
800-388-1835 • www.visitbrookfield.com
Wauke County
CT OF TOURISM
tel Occupancy Hotel occupancy and visitor spending are directly related. Many would think that visitor spending is at it’s highest rate during the holiday season, but that is not the case. During peak months of the year (June, July and August) Brookfield has more people staying in hotels than residents who live in the area. The Brookfield (City and Town) resident population is 44,310. In June of 2017 hotel occupancy was 77% which equates to 57,288 people staying in hotel rooms in June. In July of 2017 hotel occupancy was 74.2% which equates to 54,456 people staying in hotel rooms in July. In August of 2017 hotel occupancy was 72.2% which equates to 52,988 people staying in hotel rooms in August.
Brookfield Conference Center: Coming in 2020
Brookfield Conference Center – ready for your 2020 event! Increased Revenue
rookfield tourism generated on in state and local taxes and an $23 million in Federal taxes in 2017.
396,488 $776.4 Million 14,575 $94.8 Million
esha y
With an anticipated opening date early 2020, the Brookfield Conference Center will feature 35,000 square feet of flexible indoor event space to include an 18,000 square foot main ballroom, and an additional 10,000 square feet of indoor breakout space. Enjoy our outdoor garden area, perfect for cocktail parties, receptions and other casual gatherings. An attached Hilton Garden Inn will offer 170 sleeping rooms and on-site catering. Located just of I-94 adjacent to Brookfield Square Mall. Guests will enjoy world class shopping, dining, spaces and entertainment. The Brookfield Conference Center is an event DESTINATION! Contact Visit Brookfield today for more information: (262) 789-0220.
44,310 Visitor Spending: $308.8 Million Employment from Tourism: 4,076 Tourism State & local tax: $33 Million Population:
Brookfield makes up 40% of all tourism, spending, taxes and employment of Waukesha County Brookfield also makes up 3% of State Visitor Spending.
Brookfield
800-388-1835 • www.visitbrookfield.com
Power of Tourism in Wisconsin The Power of the Vacation
Can’t Miss Events
This summer fill your calendar with your bucket list, not your to-do list! It’s proven that travel is valuable and necessary for strengthening personal relationships, inspiring creative thinking, improving professional performance and promoting better health. Here are four reasons why you need to take a vacation this year.
JUNE 1-3 Dairyfest, Marshfield JUNE 8-10 Walleye Weekend, Fond du Lac JUNE 14-17 Prairie Villa Rendezvous, Prairie du Chien
1. Improved Relationships with family and friends. 3. Business Productivity and Creativity. When a person JUNE 22-23 Ellsworth Cheese Curd Festival, Ellsworth takes a walk on the beach or hikes a trail, the ideas start flowing. On vacation, you’re away from the stressors of everyday life JUNE 27-JULY 8 Summerfest, Milwaukee and able to tune in and connect with what is most important. When do you ever hear someone say they discovered their best JULY 6-7 Eaux Claires Music Festival, Eau Claire It’s about making memories that last a lifetime with the people idea or found inspiration from sitting in their cubicle? But send a person on vacation and see what happens. you love. Did you know that 2 out of 3 adults ages 55 and older JULY 14-15Wisconsin Art Fair on the has Square,toMadison Home to hotels with boundless amenities and some of the best shopping, dining and entertainment offer, Brookfield is remember family vacations from as early as five years old? conveniently located off I-94 and just minutes away from General Mitchell International Airport. One visit to Brookfi eld and you’ll JULY 19-21 Lumberjack World Championships, Haywardwant to visit 4. Education. When you travel, you get an education. You learn again and again. Plan your trip today! 2. Health and Wellness. A new health study reveals that geography, history and culture, and you meet new people. When JULY 23-29 EAA AirVenture, Oshkosh vacation has a strong impact on stress and can provide shortthis happens, it usually makes you more curious about the world AUGUST 2-12 Wisconsin State Fair, West Allis term improvements in overall well-being. People who take their around you. You’ve heard of the 3 R’s, but here’s one more to AUGUST 17-19 National Championship Musky Open, Eagle River consider: Reading, Writing, Arithmetic and Roaming. Don’t let vacations are healthier, happier, more mentally alert and physAUGUST 24-25 Lake Superior Dragon Boat Festival, Superior ically fit. A variety of studies show that vacations cut the risk of the world pass you by. heart attack, cancer and other health conditions. SEPTEMBER 1-3 Ho-Chunk Pow-Wow, Black River Falls
Wisconsin’s best place to shop, play, dine and stay!
Shop
Play
Bookends to a 4-mile stretch of Bluemound Road that is home to 3 million square feet of retail, Brookfield Square and The Corners are market-dominant shopping malls rivaling any in Wisconsin and Northern Illinois.
Sports fans will enjoy Brookfield’s easy in and out access to Miller Park, and the new Buck’s arena where the Milwaukee Bucks and Marquette Golden Eagles will play.
20
Attractions for Your Bucket List
Fine arts thrive in Brookfield - local venues like the Sharon Lynne Wilson Center and the Sunset Playhouse compliment Milwaukee’s professional music, theater and dance scene.
Featuring popular anchor stores, and more than 100 famous retailers, Brookfield Square is destination shopping at it’s best.
Brookfield is also home to some of SE Wisconsin’s most beautiful parks and recreation areas. Over 2,000 acres to be exact! The Greenway Trail spans the City of Brookfield with a system of off street trails perfect for walking.
1. Big Manitou Falls, Superior
Corners the cornerstone 2.The Circus WorldisMuseum, Baraboo of
fashion, dining and entertainment
3.and Elroy-Sparta StatefiTrail, features many rst toKendall market
4. Dane County Farmers Market, retailers, like Von Maur and LLMadison Bean Wisconsin. 5.toDiscovery World, Milwaukee
No matter the season, you’ll find lots of ways to play in Brookfield.
like youFishing meanHall it, inofBrookfi eld! 6.Shop Freshwater Fame, Hayward
7. House on the Rock, Spring Green 8. Lambeau Field & Packers Hall of Fame, Green Bay 9. La Crosse Queen Cruises, La Crosse 10. Leigh Yawkey Woodson Art Museum, Wausau
Dine
11. Lumberjack Steam Train & Camp Five Museum, Laona 12. Mars Cheese Castle, Kenosha 13. The Highground Veterans Memorial Park, Neillsville
Morraine State Forest, to Devil’s Lake State Park and Antigo Falls and ending at Interstate State Park. Don’t put away those hiking boots – try the North Country National Scenic Trail. The 4,000-mile trail travels through seven northern states, including Wisconsin, where it clips the northwest corner of the state for 200 miles, passing through Douglas, Bayfield, Ashland and Iron counties.
Stay
Think rocks, rock? The Niagara Escarpment is a 440-million-year-old cliff that extends from Wisconsin to Cave of the Mounds is a designated National Natural Niagara Falls. Rich with fossils, forestland, rare 13 plant species, With hotels and nearly 2,000nicknamed the “jewel box” of America’s major Landmark, caves and waterfalls, this rock corridor also has rooms petroglyphs, hotel to choose from, caves for its delicate formations. The main cave began forming pictographs and effigy mounds. you’re sure to find the perfect more than a million years ago and was accidently discovered night’ sleep. One of just 80 – and our state’s only – national scenic in 1939 when quarry workers removing limestone blasted
14. New Glarus Brewery, New Glarus 15. Original Wisconsin Ducks, Wisconsin Dells From casualPlayers and quick, to fiFish ne and 16. Peninsula Theater, Creek fancy, Brookfield’s more than 150
17. Road America, Elkhart Lake restaurants and first to market
18. Wisconsin Museum, Manitowoc favorites canMaritime satisfy any appetite, in anyWisconsin price range. 19. Canoe Heritage Museum, Spooner Dine whereLargest the locals eat, or visit 20. World’s Penny, Woodruff one of the many national chain restaurants serving up a variety of favorites from traditional ethnic foods to home-style favorites. Your inner foodie can go on a world tour without ever leaving Brookfield!
Explore Wisconsin’s National Treasures
Calling to the explorer in all of us, the Apostle Islands National Lakeshore is known worldwide for its breathtaking sandstone cliffs and accessible sea caves. This chain of 21 islands off the shores of Bayfield is ideal for exploring historic lighthouses, old-growth forests, windswept beaches and offers numerous kayaking and hiking opportunities
Just remember to leave room for some frozen custard. You’ll thank us later... Travelers looking for outdoor adventure, exploration and discovery need not head any further than Wisconsin. The state is filled with National Park Service, National Forest Service and other federally designated areas where quiet waters await paddlers, peaceful forests beckon hikers and scenic byways show off their splendor.
stressScenic free access into from rock, air revealing the cavern. Today, the cave is open for byways, Wisconsin’s Great River RoadEnjoy National or interstate, Byway encompasses 250 miles along the Mississippi. complimentary The tours, where it’s a comfortable 50-degrees year-round. breakfast workout byway, named “The Prettiest Drive in America” byoptions, readers Wi-Fi, Established in the 1930s, the Chequamegon-Nicolet facilities pools, free parking of Huffington Post, offers breathtaking views best enjoyed National and Forest sprawls across an astounding 1.5 million more. while meandering through 33 quaint river towns. acres, with units across Wisconsin’s northwestern and From extended stay hotels to For even more waterfront views, head to the St. Croix northeastern regions. The forest comprises most of the suites and single rooms, you and National Scenic Riverway, established to preserve the area’s federally protected land in Wisconsin with its dense your family will feel right at home natural resources. The lush landscape provides the perfect woodlands and sparkling waterways perfect for observe black in Brookfield. backdrop for camping, biking, fishing and countless other bears, ruffed grouse and loons in their natural habitat. outdoor activities. Speaking of natural habitats, Horicon Marsh National The Ice Age National Scenic Trail is a 1,200-mile tour of Wisconsin’s glacial history. One of only eight scenic trails in the country, it offers hikers striking vistas along lakes and streams, remnant prairies and former lumber camps. The trail ambles from Potawatomi State Park, through the Kettle
Request a FREE Visitors Guide and Coupon Book 201 W. Washington Avenue, Madison, WI 53703 TravelWisconsin.com ı tourinfo ı travelwisconsin.com ı 1-800-432-8747
Wildlife Refuge is the largest freshwater cattail marsh in the nation. It’s best known as a migratory stop for vast flocks of Canada geese, but it’s more than just geese—upwards of 300 species of birds have been spotted here.
Download the Visit Brookfield app.
ABOUT THEfor WISCONSIN DEPARTMENT TOURISM: Available free Apple or AndroidOF devices. Our mission is to market the state as the Midwest’s premier travel destination for fun. By executing industry-leading marketing programs, providing reliable travel information and establishing strategic partnerships, we play a significant role in delivering exceptional customer service and generating greater economic impact and jobs for Wisconsin.
800-388-1835 • www.visitbrookfield.com