THE POWER OF
TOURISM
presents
Tourism brings spending, jobs TOURISM SUPPORTED JOBS
$236.7 million
4,090 jobs
4,012 jobs
4,025 jobs
$108.6 million
$110.4 million
$$112.1 million
$27.1 million
$26.7 million
$$27 million
STATE AND LOCAL TAXES FROM TOURISM JOBS
$229.2 million
TOURISM JOBS INCOME
$232.3 million
VISITOR SPENDING
2015
2016
2017
2015
2016
2017
2015
2016
2017
2015
2016
2017
Wisconsin Department of Tourism, Tourism Economics, Longwoods International.
The ‘fun side’ of economic development By Dave Blank Real Racine President/CEO Tourism is the fun side of economic development! Visitors,
who
arrive
here to stay for a day, a weekend or a week, spend their money, have fun and return home. On any given day, an average of 1,500 people stay overnight in Racine County’s lodging facilities. They’re spending about $217,000 per day playing at our award-winning North Beach, visiting our museums, touring our spectacular Frank Lloyd Wright-designed buildings, enjoying live music or theater performances, dining in our fine restaurants, shopping or catching the “big ones” on a Lake Michigan charter fishing boat.
Events serve as a reason for visitors to come here
of this is the Wisconsin Department of Tourism. Last
for the first time. Among recent examples are the
year, we received a state Joint Effort Marketing (JEM)
Wisconsin Fall Tourism Conference, which brought
grant for the 2nd year of Open House Racine County
200 people to the Delta Hotels by Marriott last
and two Visitor Information Center operating grants
November, or a sports event like the American Junior
totaling $13,450. These grants helped offset a portion
Golf Association Preview tournament that saw 78 participants from 19 states and four countries (plus their parents and siblings) descend upon Meadowbrook Country Club for three days last May. Attendees will travel to wherever their event is held. Hopefully they
We’re pleased that 2017 was another great year for tourism in Racine County! Thousands of visitors
return on their own at a later date.
spent well over $200 million in the county. Whether they came by plane, automobile or bus, we did our
Although, events are what Real Racine is known for, we also brought in more than 100 group tours from
best to welcome, entertain and help them have fun in Racine County!
across the country to visit the numerous attractions in the Racine area in 2017. The sales effort for this type of market revolves around trade shows that are held throughout the country that attract suppliers (such as destinations, attractions and hotels) and buyers (such
assisted with 10 events that generated $2,167,230 in
as group tour companies, individual group leaders
visitor spending, according to the new Destinations
and bus companies). Usually the supplier (that’s
International Economic Impact Calculator. This is
us) has about seven minutes to inform prospective
NEW MONEY! This money would not have found its
buyers about their destination or facility. One of the
way to Racine County businesses if it weren’t for the
largest of these types of shows is the National Tour
events. Real Racine spent about $150,000 in bid fees,
Association convention that is coming to Milwaukee
operating costs and promotional expenses to make
this November.
INSIDE... P. 2. Bring your meeting here. P. 7. Cheap Thrills P. 8. POWER OF THE 2017-18 highlights
TOURISM
return on investment! It’s important to note that Real
We couldn’t do our job without partners, including
Racine makes no money directly from these events
local businesses, regional groups and national
(other than the room tax from the additional hotel
associations. In the tourism industry, we all work
rooms that are filled). It all goes to local businesses.
together for the common good. A wonderful example
presents
operating the Real Racine Visitor Center.
will be intrigued enough by the destination to want to
In 2017, Real Racine directly sponsored or
these events possible. That is a greater than 14 to 1
of the costs associated with producing the event and
P. 8. Meet our team
bring your NEXT MEETING
With more than 1,400 rooms, a variety of meeting spaces and dining exeperiences, Racine County is ready to host your next event.
Concierge Services
Detailed Itinerary Planning
Date Clearing and Bid Support
Tourism Literature
Housing & Shuttle Coordination
Registration Assistance
Name Badges
Reservation Coordination
(upon request)
Pre-Convention Planning Assistance
Greeting Services
Call us to get started: 262 - 884 - 6400 realracine.com
Looking for fun on a budget? Racine County has lots of things to do at $10 or less. Many are free!
CHECK OUT OUR LIST... C
A
B
E
D A. Racine Zoo, 2131 N. Main St.
Spend an entire day at this home to more than 100 different species of animals. The 28-acre setting along Lake Michigan is packed with fun features including two playgrounds, the ZooChoo Express train and picnic areas. Regular admission is $8 for adults, $7 for seniors (age 62+) and $6 for youth (ages 3 through 15). Free to zoo members and children age 2 and younger. www.racinezoo.org Chas. A. Wustum Museum of Fine Arts, 2519 Northwestern Ave. Stroll the beautiful Boernerdesigned formal garden and see the whimsical collection of sculpted animals made from repurposed auto bumpers. Free. www.ramart.org Hike at River Bend. River Bend Nature Center, 3600 N. Green Bay Road, Caledonia, has miles of trails criss-crossing its 78 acres. Open sunrise to sunset. Free. www.RiverBendNatureCenter.org
Take a relaxing drive through the countryside and spot Quilts on Barns - Beauty of Rural Art. These 21 colorful quilt patterns (mounted on 8-by-8 foot plywood pieces) can be found on historic barns throughout the county. Free. Pick up a map and brochure at the Real Racine Visitor Center, 14015 Washington Ave. (Highway 20).
B. Climb the 108-foot-tall
Wind Point Lighthouse, 4725 Lighthouse Drive, Wind Point. Built in 1880, it’s the oldest and tallest working lighthouse in Lake Michigan. Tours to the top are offered on the first Sundays of June through October and on Saturdays, June 30, Aug. 4 and Sept. 1. $10 for adults and $5 for children (ages 6 through 11). Because of safety considerations, children ages 5 and younger are not allowed to make the climb. www.windpointlighthouse.org
C. Paddle the Root River.
Explore lower stretches of the river from the launch at the Root
More
F
River Environmental Education Community Center (REC), 1301 W. Sixth St. Upper portions of the river can be reached from Horlick Dam Park, Rapids Court off North Green Bay Road, Caledonia, or the River Bend Nature Center, 3600 N. Green Bay Road. Free with your own canoe or kayak. Rentals available at REC or River Bend Nature Center. REC@uwp.edu
D. See a film in a unique setting.
SC Johnson’s Golden Rondelle Theater, 1525 Howe St., presents the documentary “Carnauba: A Son’s Memoir” at 1 p.m. Sundays from May 6 through Sept. 30. Free. Reservations required. 262-2602154. Go stargazing at the Modine Benstead Observatory, 112 63rd Drive, Yorkville. The Racine Astronomical Society hosts monthly open houses from June through October. Members are happy to show the moon, stars and planets. Free - donations welcomed. www.rasastro.org
E. Catch a summer concert.
You’ll find live music in Racine County all summer long — jazz, folk, blues, rock, country. These concert series are free: B-Town Sounds and Burlington Kiwanis Civic Band (Burlington); Music & More, Music on the Monument, Racine Concert Band and Saturday Sounds on the Square (Racine) and Waterford River Rhythms (Waterford). Watch the Real Racine website events calendar (www.realracine.com) for dates and details. Subscribe to our e-newsletter “Real Racine Hotsheet” for weekly updates.
F. Visit the orchard. Apple Holler
Farm, 5006 S. Sylvania Ave., Yorkville, has 30,000 fruit trees, including apples, peaches and pears. Tours and picking are offered throughout the summer and fall. For schedules and prices, call 262-884-7100 or visit www.appleholler.com
THE POWER OF
TOURISM
presents Racine County Cheap Thrills at http://www.realracine.com/articles/post/cheap-thrills/
Meet our team Dave Blank, President/CEO A 35-year veteran of the hospitality field, Dave has been the President and CEO of Real Racine for the past 21 years. He oversees the day-to-day operations. He also serves on the Racine Civic Centre Commission, the MetroGo Southeast Wisconsin Transit Leadership Council, Racine Arts Council Board and the Wisconsin Department of Tourism Sports Marketing and International Marketing committees. Eileen Arnold, Meetings/Group Sales Director Eileen handles meeting, conference and group tour sales and coordination. She and the rest of the Real Racine staff also assists in planning for meeting, convention or conference attendees. Eileen is currently a board member at Circle Wisconsin. Eileen has been Real Racine’s Meetings/Group Tour Sales Director since 2005.
2017-18 Highlights
Cari Greving, Events Director Cari oversees operations and volunteer coordination for Real Racine-supported special events such as Open House Racine, Real Racine International Triathlon and the Olympian 5k-10k. Cari, who joined Real Racine in 2016, serves on the Wisconsin Senior Olympics board of directors and the Sports Wisconsin Committee.
• Hosted 200 travel industry professionals at the Wisconsin Association of Convention and Visitor Bureaus (WACVB) annual conference. • Dedication ceremony for the Frank Lloyd Wright Trail that includes the SC Johnson Administration Building and Research Tower in Racine and the Johnson Foundation at Wingspread in Wind Point. • Presenting sponsor of the Antique & Classic Boat Society (ACBS) 42nd Annual Meeting and 15th International Boat Show which brought 100+ beautifully restored pleasure boats to ReefPoint Marina. • Sponsored travel destination expert Roger Brooks for three Racine area presentations on the revival of downtown districts.
Paul Holley, Marketing Director Paul joined Real Racine in 2011 after careers in marketing, communications and journalism. He manages Real Racine’s annual advertising and publications programs and coordinates public relations activities. He currently serves as president of the Wisconsin Harbor Towns Association. A Racine County resident for more than 20 years, Paul loves playing show-and-tell about the events and attractions of his adopted hometown. Brianna Wright, Social Media Manager Brianna promotes Real Racine as a brand through social media outlets (i.e. Facebook, Instagram, Twitter) by sharing authentic experiences that can be had in Racine County, sourcing information to our website (realracine.com), and adding content that is relevant, creative, and sparks inspiration for our audience. She joined Real Racine in 2018 after graduating from Gateway Technical College.
• Hosted 18 international travel journalists for tours of area Frank Lloyd Wright-designed architecture, the Racine Art Museum, the lakefront and kringle bakeries. To date, the visitors’ print, broadcast and digital stories have reached an estimated audience of nearly 18 million.
About Real Racine Established in 1983, Real Racine is the accredited 501-c-6 destination marketing organization that oversees tourism promotion and development in Racine County. Its mission is to promote and advocate for the development of Racine County as an attractive visitor destination to enhance the local economy. Real Racine is funded in large part by a portion of the room tax that is collected on stays of less than 30 days by lodging properties in Mount Pleasant, Racine, Caledonia, Yorkville, Waterford and Burlington. It is governed by a board of directors. Real Racine operates the Visitor Center (just west of the I-94/Highway 20 interchange) and promotes to five distinct markets: leisure, meetings/conventions, group tours, sports and international. It produces and promotes special events that attract thousands of visitors, including the EVP Beach Sports Festival, Real Racine International Triathlon, Pro Watercross Tour, Olympian 5k-10k and the US Australian Football League Nationals. Real Racine Visitor Center, 14015 Washington Ave. (Hwy. 20), is open 9 a.m. to 5 p.m. daily from May through October. Closed Sundays November through April.
Real Racine currently has six full-time and seven part-time employees. These are supplemented by approximately 20 volunteers.
Aletha Woodside, Director of Visitor Services Aletha, a long time resident, enjoys greeting and assisting visitors at the Real Racine Visitor Center. You’ll very likely talk to her if you’re booking a summertime campsite at the county’s Cliffside or Sanders parks. Aletha also manages the Visitor Center’s extensive literature inventory, fulfills requests for local and statewide travel information and oversees the important volunteer corps. Helen Bensene, Accounting Manager Helen oversees Real Racine’s accounting and bookkeeping operations. After a career that included the health care industry, Helen enjoys her role in the travel and tourism industry.
2018 Board of Directors Denise Roberts McKee, Chair Jeffery Van Lysal, Vice Chair Dave Titus, Treasurer Brian Smith, Secretary Ron Coutts, Dr. Art Cyr, Laura D’Amato, Jonathan Delagrave, Robin Gerard, Randy Isaacson, Lori Jaime, Trevor Jung, Kathy Lindbloom, Doug Nelson, Eric Olesen, Ron Richardson, Pradeep Sharma, Jeffrey Towne, Amy Winter
THE POWER OF
TOURISM
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