Visit Beloit Celebrates National Travel & Tourism Week
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SETTING THE STAGE IN BELOIT After 30 years, Visit Beloit is setting the stage for what is to come. It was in 1987 that the Beloit Convention and Visitors By Celestino Ruffini, Bureau, Inc. was Executive Director formed by city and local leaders. Its original mission? Be an amazing event management organization. Our community was ripe for a change; yet it needed a little leadership and a dose of fun to lead the way. Our organization was called on to manage an event that you might remember. Recall Beloit Riverfest? That was us, along with so many others.
things from a visitor’s point of view. When it comes to improving the quality of life attributes of our community, our organization is asked how the tourism industry can play a vital role in making the necessary improvements happen. We are much more than that event management organization from 1987.
Oh, how times do change. The Beloit Convention and Visitors Bureau, Inc. slowly began morphing into the business that you now know us as, Visit Beloit. Our organization though is now much more than just events. Visit Beloit is the destination management organization for the greater Beloit area. Our work in multiple communities, including Beloit, South Beloit, and Rockton, is actually symbolic of how a visitor sees this area. They see it without the geographic boundaries.
I’m always asked these three questions. Why Beloit? Beloit actually has a tourism industry? Why does the tourism industry really matter here? Because. Yes. For all of us. Beloit pulled on my family’s heart three years ago. We moved here to become residents of a city that cares. A city that has people that want to work hard. It is a place ripe for innovators and forward thinkers. There’s no doubt that we have a strong tourism industry here because of a vibrant business climate. Business travelers are our bread and butter. Encouragement comes from the fact that Beloit’s story has not yet been fully told. That story is exactly what attracts the leisure traveler. In our 2016 visitor profile study, we expected travelers to have mixed opinions of our city. We discovered that most travelers have not been to Beloit simply because they were unaware of or had never seen advertising about our area. And, that, is why the tourism industry matters.
In the realm of community development, our knowledgeable team is called on to be experts on how to view
The tourism industry is the leader in getting people to discover destinations. Once people visit, they begin to
consider taking a job there. That spurs home buying and local spending. New residents then become cheerleaders of their city which generates wordof-mouth advertising. The cycle then repeats. Visit Beloit’s responsibility in curating and telling the story of Beloit in order for people to discover us is why the tourism industry truly matters. Our team is proud to represent Beloit. This year for National Travel and Tourism Week, which is May 6-12, we decided to do something a little different. We deliver Beloit’s story to people in the Midwest and beyond, so we wanted to give you Visit Beloit’s story. Ultimately, we hope that the tourism industry continues to improve this great city and that it encourages others from near and far to think about Beloit as a place where they can write their own story.
The mission of Visit Beloit is to attract visitors to the Greater Beloit area to experience our attractive, vibrant community, and to ensure our guests enjoy our friendly and warm hospitality. Visit Beloit is well respected as the lead organization to bring local, regional, and international visitors to the area for a rich and satisfying leisure travel experience.
TOURISM SPENDING IN ROCK COUNTY
By Celestino Ruffini, Executive Director
For several years now, Beloit and Rock County have continued to be on an aggressive growth path when it comes to the spending levels of visitors in the area. The success of the travel industry has also continued to call for more employees in the industry. Several factors have driven the experienced growth. Rock County has an accelerated demand for lodging by the business traveler. A strong pro-business environment enables a greater amount of visitors to come here as vendors, customers, recruits, and colleagues. Additionally, the growth in the group market, particularly within sports, has spurred strong summer and fall seasons. Venues for playing sports, most notably in the Rockford area, have created huge demands on our local hotels. Events, as far as Madison and Milwaukee, even create a positive economic impact in Beloit. Lastly, higher spending on advertising and marketing to the leisure traveler has created a boost on holidays and weekends locally. In 2018, more than $200,000 will be directly spent on promoting the Beloit region as a place to stay and play. Direct Visitor Expenditures Direct visitor expenditures in Rock County was $244.7 million in 2017, an increase of 4.05% from 2016. This is the 22nd greatest percentage increase in the state. This number only includes direct visitor spending. Rock County is currently 11th in the state based on the amount the visitors directly spend annually. Total Business Sales Total business sales in Rock County was $398.5 million in 2017, an increase of 3.70% from 2016. This is the 22nd greatest percentage increase in the state. This number includes direct visitor spending plus the amount of money from indirect and induced impacts of the tourism industry. The county is currently 14th in the state based on total business sales. Employment A total of 4,146 jobs, up from 4,052 in 2016, were supported by visitors to Rock County last year. Tourism directly and indirectly supports 195,255 jobs in Wisconsin, which is a 13.5% increase in the last seven years. Rock County is 14th in the state when it comes to total number of people employed in the tourism industry. Total Labor Income Employees in the tourism industry in Rock County earned $96.5 million in 2017, an increase of 0.54% from 2016. Rock County is currently 13th in the state based on the amount that employees earn annually. Tax Revenue Visitors to Rock County generated $29.4 million in state and local taxes during 2017. In 2017, the city of Beloit saw an 5.33% increase in room tax revenue. At Visit Beloit, we monitor data from our lodging properties on a weekly basis. In particular, we are keenly interested in occupancy rates, average daily rates visitors are paying for the rooms, and the total amount of revenue generated by the hotels. Take a look at some recent data in the right column. Last year was indeed another superb year for the local tourism industry. The Beloit region continues to drive forward the economic importance of business, leisure, and group travel to this area. Visit Beloit is passionate about being a visionary leader in successfully marketing, selling, and curating our destination’s story, brand, and image.
HOP ON THE WAGON When travelers visit the Beloit Travel Wisconsin Welcome Center on Interstate 39/90, they usually do not realize how close they are to such a marvelous city. The “Welcome Wagon” Promotional Partner Program was developed to highlight the excellence that exists within the region. Local businesses can provide promotional items to be offered as mementos to visitors that reflect Beloit’s local flavor. In this offering, travelers are encouraged to visit the business or attraction on their return trip. The team of Travel Information Specialists at the Welcome Center strive to be knowledgeable of the local attractions, events, lodging, and businesses in Beloit. The request of Welcome Wagon partners is to not only provide great service and hospitality, but to provide visitors with “one-of-a-kind” experiences that encourage them to return to the Beloit area. To participate in the Welcome Wagon program, send an email about your business to david@visitbeloit.com. By David Wilson, Director of Visitor Services
INTERESTED IN BELOIT MERCH? We have t-shirts, onesies, and koozies available for sale!
Buy now at: visitbeloit.com/merch Beloit Hotel Performance $950,000
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SUPPORTING OUR PARTNERS Visit Beloit supports the region through grants and sponsorships. Our two grant programs, Joint Effort in Tourism (J.E.T.) and Community Improvement Program (C.I.P.), offer a total of $45,000 to notfor-profit organizations and our three municipal partners. The intent of the J.E.T. program is to assist in developing and marketing events and activities that have the potential to attract visitors to the Beloit By Pam Garland-Gjestson, region, as well as enhance Director of Operations and a visitor’s experience and Community Relations improve the quality of life for those who live here in the Beloit area. Additionally, our C.I.P. grants are intended to assist local municipalities with their efforts in supporting tourism-related infrastructure in their community. More than $360,000 in grant funds have been awarded to entities in the Stateline area since 2009. Visit Beloit further supports a $55,000 Legacy Program Sponsorship Fund which allows three impactful organizations to grow and expand their programming to both visitors and residents. Current sponsorship recipients include the Beloit International Film Festival, Beloit Snappers, and Friends of RiverFront. Lastly, beyond these programs, we proudly contributed more than $18,000 in other community sponsorships just in 2017. Learn more about the J.E.T. and C.I.P. grants at visitbeloit.com/grants.
MARKETING BELOIT FOR THE FUTURE Two marketing strategies that are being utilized in 2018 include: Influencer Marketing: Inviting travel bloggers and writers can have a major impact on reaching an engaged audience that may be unfamiliar with Beloit. We are collaborating with the Janesville Area Convention and Visitors Bureau to bring four writers to visit both cities. Promoting the region as a destination makes sense as travelers are rarely concerned about geographic boundaries; they just want a fantastic experience. Video: Last year, three video production companies filmed businesses, attractions, and events to showcase Beloit as a travel By Stacey Bodnar, Director of Marketing destination. The videos, of multiple lengths, are being released and Public Relations and promoted one per month via our social media channels, e-newsletter, YouTube channel, and website. The videos provide a unique perspective to learn about the best of the best in the area and are a fabulous tool for residents and visitors, alike, to share with their networks. The third project, which was a full episode on Discover Wisconsin, premiered early in 2018 and can be viewed at visitbeloit.com.
VISIT BELOIT PRESENTS NEW GETAWAY PLANNER FOR VISITORS AND RESIDENTS By Stacey Bodnar, Director of Marketing and Public Relations
Visit Beloit has recently produced a new magazinestyle guidebook to showcase area attractions and experiences in and around the Beloit area. The new publication features beautiful photographs and highlights culture, dining, events, lodging, and outdoor activities for individuals, groups, and families. The refreshed format is very eye-catching, engaging, and gives a great overview of the wonderful experiences awaiting locals and visitors alike. The goal of the getaway planner is to showcase Beloit’s vibrant community and all that it has to offer people seeking a fantastic getaway or stay-cation. The planner is designed to expand and be updated frequently to reflect the growth and change that the Beloit area is constantly undergoing. The planner is divided into sections highlighting: • Supper clubs, burger joints, cafés, ethnic, farm to fork, and sweet treats • Places to enjoy wine and beer • Beloit College • Entertaining and educational attractions • Performing arts • Free public art, exhibitions, and galleries • Historic places and tours • Parks, streams, nature, skydiving, and other outdoor activities • Indoor/outdoor golf, Minor League Baseball, ice skating, roller derby, and auto racing • Bed & Breakfasts, boutique hotels, and other affordable accommodations • The Beloit Farmer’s Market • Unique shopping • Events and festivals The getaway planner has been distributed to Welcome Centers throughout Wisconsin including the Beloit Travel Wisconsin Welcome Center, as well as area sites, hotels, and attractions. Additionally, planners will be mailed to individuals requesting them through the website and will be distributed at trade shows, events, and conventions. Request a printed copy or view a digital version at visitbeloit.com.
SHOWCASING BELOIT THROUGH SPORTS AND MEETINGS Visit Beloit is proud to host two large sporting events in 2018. The Flag Football World Championship Tour will visit the Stateline area By Matthew Bosen, Director of on June 23-24 for the Sales and Servicing Battle Wisconsin event. The tour event could draw upwards of 100 teams and 2,000 attendees. On August 11, Riverside Park will host the third annual U.S. Kubb Open. The event will be aired on tape delay on FOX Sports Wisconsin and organizers expect to attract approximately 80 teams. Our organization has also won bids to host two state organizations, Wisconsin Society of Association Executives (WSAE) and Hospitality Sales and Marketing Association International – Wisconsin Chapter (HSMAI), for meetings in 2018. HSMAI will bring their Summer Social event to Beloit in June and WSAE will descend on Beloit in September for their Executive Exchange. Furthermore, Beloit will be promoted at five tradeshows this year including Circle Wisconsin, National Association of Sports Commissions, Small Market Meetings, Religious Conference Management Association, and National Tour Association.
VISIT BELOIT STAFF Celestino Ruffini Executive Director P: 608-313-1360 celestino@visitbeloit.com Stacey Bodnar Director of Marketing & Public Relations P: 608-313-1362 stacey@visitbeloit.com Matthew Bosen Director of Sales & Servicing P: 608-313-1366 matt@visitbeloit.com Pam Garland-Gjestson Director of Operations & Community Relations P: 608-313-1361 pam@visitbeloit.com David Wilson Director of Visitor Services P: 608-365-8344 david@visitbeloit.com
For helpful information about Beloit, to request or view our digital getaway planner, or to subscribe to our monthly e-newsletter go to VisitBeloit.com
BELOIT ROCKSTARS
By Stacey Bodnar and Matthew Bosen
Going into the fifth year with a mobile welcome center, Visit Beloit will be revamping their outbound marketing efforts in 2018 with a complete rebranding of the promotional team and vehicle. The Beloit RockStars will debut in May featuring a brand-new logo, mobile welcome center vehicle wrap, apparel, and marketing plan. The Beloit RockStars will spend approximately 75% of their outreach efforts promoting the Beloit region outside of the Stateline area. They will go on tour to destinations such as Kenosha, Madison, and Milwaukee in Wisconsin, Dubuque, Iowa, and both the Chicago suburbs and northern region of Illinois handing out information about local travel-related businesses and talking about Beloit as a destination to visit. The team of four individuals will utilize a branded photo booth to drive interaction with potential visitors, as well as to generate traffic and utilization of the Visit Beloit social media accounts. They will also be collecting e-mail addresses to add to the Visit Beloit e-newsletter list which allows us to increase the exposure of area events to potential visitors outside of this area. Additionally, three monthly drawings will be available for a few lucky people to win a $500 prize package to visit Beloit on their own. To follow along with the Beloit RockStars and their tour dates, go to visitbeloit.com/rockstars.
JOBS IN HOSPITALITY AND TOURISM
By Celestino Ruffini, Executive Director
The hospitality and tourism industry is not only one of the largest employment sectors in the United States economy, but it is also one of the few industries that is highly dependent on human labor which isn’t able to be outsourced to another country. According to 2017 estimates, a total of 15.6 million jobs are created by the travel industry. The U.S. Travel Association reports that the travel industry is the 7th largest employer in the private sector and that the travel sector is the largest small-business employer in the United States. The growth of the travel industry in the Beloit area though is beginning to place a demand on hiring employees. In Rock County, 4,146 people are already employed in the tourism industry. Entry-level jobs can be found consistently at our restaurants, hotels, and attractions; and that same pressure is also being felt at the managerial levels. For both youth and those individuals looking for new career opportunities, two programs exist locally to garner the necessary training to enter the workforce. Beloit Memorial High School offers the opportunity for students who are interested in the hospitality
and tourism industry to begin their career early. With related elective courses in hospitality and in-school training, as well as off-site training at the Blender Café at the Beloit Public Library, students have a head start to a career in the restaurant industry. Other career paths might include lodging, recreation, attractions, travel and tourism, or support services. Those interested in furthering their career with an Associate’s degree can earn one in Culinary Arts at Blackhawk Technical College. Both of these educational opportunities provide a perfect pathway to find gainful employment, especially in the local restaurant scene. For those looking for jobs in the hospitality and tourism industry it is highly recommended that they utilize JobsInRockCounty.com. This employment website, powered by the Rock County Development Alliance, is a perfect one-stop shop for anyone searching for their next job. Employers from throughout the county actively post jobs from many different sectors and most are in need of immediate employment. As the pool of potential employees begins to tighten due to a stronger economy and growth in the travel and tourism industry, it is important to be prepared, knowledgeable, and agile when it comes to seeking employment. The travel industry is a perfect place to start your career in, as well as a great sector to think about switching to, especially here in Beloit.
THE BEST OF WHAT’S AROUND
By Celestino Ruffini, Executive Director
will be a 34-room property with a rooftop meeting space and terrace. Its name comes from the Goodwin House which was a luxury hotel, for 19th century standards, in Beloit until 1904. The Vision Beloit Partners, including Visit Beloit, will also reopen renovated offices in the building this summer.
Future home of Hotel Goodwin and Visit Beloit
What makes the tourism industry unique is the fact that the same businesses that visitors come to Beloit for are the same places that we as residents come to know and love. With Beloit’s economic growth in the last several years, the tourism industry has not only supported that wave, but has also flourished.
Lastly, the newest project to begin construction is the Holiday Inn Express. This hotel is being constructed on the old Wickes Lumber site at the Interstate 43 and 39/90 interchange. This six-story hotel will host 124 rooms and deliver all of the conveniences needed by business, group, and leisure travelers.
It has been several years since Beloit has had any change in the supply of hotel rooms available in the market. That horizon is about to change. Three hotels are currently under construction in the city, with two of those projected to open in 2018.
Dining options in Beloit have expanded both in variety and cuisine types. Several newer additions to the area such as Zen Sushi, Firehouse Subs, Blender Café, and Fresco Fajita House have all enjoyed positive reviews. The future though is even brighter when considering what is to come.
First, a Home2 Suites by Hilton will feature 102 pet-friendly guest suites. This property, being constructed on Cranston Avenue, is the first extended stay hotel ever in Beloit. When you visit it, you will sense an eco-friendly, hip vibe to the property.
This summer, Beloit gets to take advantage of the tastes that G5 Brewing Company will bring to the community. This brewery and restaurant concept, currently under construction on Gateway Boulevard, incorporates a perfect blend of Midwest industrial and the backwoods.
Second, another boutique hotel will open in downtown Beloit at the corner of Pleasant Street and Public Avenue. The Hotel Goodwin
Also this summer, Geronimo Hospitality, brings to downtown Beloit the Velvet Buffalo Café.
VisitBeloit.com 500 PUBLIC AVE., STE. 102 | BELOIT, WI 53511 608.365.4838 | INFO@VISITBELOIT.COM
This café, which will be found in the new Hotel Goodwin, is a contemporary twist of a turnof-the-century European café. It will feature a menu focused on local farmers and artisan vendors. Attractions are another major piece of the tourism industry. Beloit is blessed to have the museums on Beloit College’s campus, Beckman Mill, the Roy Chapman Andrews’ sites, and the Beloit Art Center, to name a few. There are three unique attractions though that are worth noting. The newly-opened Ironworks Golf Lab features three simulators that allow you to improve your golf game on 100 different courses or to let loose on some zombies in a game of dodgeball. The Angel Museum is celebrating its 20th anniversary. This year is not only significant for its anniversary, but more so because the longtime collector of the museum’s collection, Joyce Berg, has decided to end her collection of more than 14,000 angel figurines. Third, is the outdoor urban ecology center Nature at the Confluence. This attraction is a place of gathering, exploration, recreation, learning, and inspiration for people of all ages and abilities. Beloit continues to marvel visitors who have either never been here or who have not visited in a long time. Our community’s success is truly stemmed from the progressive thinkers and leaders that bring their talents collectively to the table. It is absolutely true that visitors and residents can enjoy the best of what’s around.