“Visit Milwaukee has supported Bars & Recreation over the past decade as it has grown from a small, one-room painting bar to a collection of favorite Milwaukee destinations including AXE MKE, NorthSouth Club, Nine Below, Amped and The New Fashioned in Deer District. Their team knows that promoting Milwaukee’s own experience economy equates to growth and progress for the community as a whole.
‘Local first’ isn’t just a catchphrase for Visit Milwaukee... it’s a mantra.”
-MARLA POYTINGER, BARS & RECREATION
TOURISM MATTERS
Milwaukee realized impressive growth in tourism spending in 2023, underscoring its essentiality to the region’s economy.
$2.342 BILLION
$231.1 MILLION
$4.167 BILLION IN
$3.525 BILLION 43,988 IN DIRECT VISITOR SPENDING
$353 MILLION IN
$6.388 BILLION IN
THERE’S POWER IN GETTING TOGETHER. AND NOBODY DOES IT BETTER THAN MILWAUKEE.
DEAR VISIT MILWAUKEE PARTNERS AND MILWAUKEE SUPPORTERS,
It’s time to get together.
And that’s true any day, any season, any time – because in Milwaukee, it is always time to get together.
Nothing captures the essence of our city like people gathering to enjoy delicious food, refreshing drinks and amazing music – and, above all, one another.
We are the City of Festivals – from PrideFest and the Fresh Coast Jazz Festival to all of the incredible ethnic and cultural festivals that celebrate our diverse backgrounds. And, of course, there’s the three weekends of Summerfest – OK, I’m a little biased on that last one. But you can find similar celebratory vibes even in our pregame tailgates, neighborhood block parties and endless church festivals.
The pure joy we find in gathering and celebrating in so many different places and contexts stands out from any other place in the country. Whether you’re a lifelong resident or a first-time visitor, from any background or identity, everyone is welcome here.
If you know, you know. And if you don’t? Well, you’re about to find out.
The world will see our expertise in the art of gathering like never before in 2024. When the Republican National Convention rolls into town, it will bring thousands of journalists, delegates and other visitors to Milwaukee. For many of them, it will be their first time here, and they might not know much about Milwaukee.
It’s safe to say their eyes are about to be opened wide.
Imagine what your expectations might be if you’ve never visited the Great Lakes region before – and the instant reset you experience when you see thousands of people enjoying unique restaurants and bars throughout the city on a hot July night with music and laughter in the air. Imagine not knowing how big and beautiful Lake Michigan is, and then seeing a sparkling inland ocean for the first time against the lights of the city. Imagine eating your first cheese curd and then visiting a James Beard Award-winning restaurant!
We hope that Milwaukee residents beam with pride when visitors discover what we’re all about for the first time, and we urge you to continue to brag about our city.
So, I’m calling on all of us to embrace it. Shout it from your favorite rooftop bar or the deck of your favorite lakefront cruise ship: Milwaukee is amazing!
I’m incredibly proud to serve as the board chair of Visit Milwaukee – its mission matches my commitment to Milwaukee, and my fellow board members and the Visit Milwaukee staff are second to none. They wake up every day thinking of new ways to make more people aware of all the good things brewing here, and ultimately getting them here to experience it all in person. And, as you’ll see in the pages of this report, they are consistently very good at brewing those things.
As we celebrate a terrific 2023 and embrace all the incredible opportunities that are coming our way in 2024, I want to thank all of our partners - without your support, none of this is possible.
Sincerely,
Sarah Pancheri Chair, Visit Milwaukee President and Chief Executive Officer, Milwaukee World Festival, Inc.
“What impresses me most about Visit Milwaukee’s efforts to drive tourism and awareness to our city is the wide peripheral vision they have in telling our story. You won’t see a copy-and-paste approach from this team; every year, they’re able to grow our city’s narrative and reinforce what a welcoming, growing and prospering city we are while still highlighting our history. The result: A balanced and intentional call to action for people to say, ‘I gotta get to Milwaukee!’ and I think that’s pretty fantastic. “
-WES SHAVER, MILWAUKEE PRIDE
GOING WITH ‘THE FLOW’ TO ENHANCE MILWAUKEE’S REPUTATION
IF WE’RE HOSTING “TOP CHEF,” A NATIONAL POLITICAL CONVENTION, NBA playoff games and the world’s largest music festival – all while setting new tourism records and launching an expanded convention center — we’re left to consider an existential question:
Is Milwaukee still “underrated”?
The secret is out, friends. Please adjust your expectations accordingly.
How we tell Milwaukee’s story to the world is a constantly evolving process – and sometimes, things have changed so much that it requires a full reset. That is the case right now. So that’s exactly what we did.
The Visit team spent a significant portion of 2023 working with partners and the broader community to build a new brand identity. Through these efforts, we boiled the full Milwaukee experience down to three main concepts:
Fresh. Flavor. Forward.
Why? Because Milwaukee is a place where big, fresh ideas inspire us; where bright, bold flavor unite us; and where we move forward together with a celebratory, collaborative spirit.
We also came up with a new logo. Mayor Cavalier Johnson got a sneak peek and immediately gave it a nickname: “The Flow.” (We are indeed going with it.)
But this effort is so much more than three words and a logo. It’s our sincere hope that no matter what background you come from or where you live in Milwaukee, you see yourself in this new brand. More than anything else, this new identity is meant to be something we can all rally around. It’s an invitation for everyone to come together, share their stories and get even more engaged.
BRINGING MORE PEOPLE TO MKE
WITH AN ENDLESS LIST OF GREAT REASONS TO BRING YOUR family, your friends, your special someone, your business or your convention here, our ability to sell Milwaukee has never been better. We broke records for tourism and economic impact in 2023 – mostly ones we set the previous year.
We booked 242,317 future room nights in 2023, 111% of our goal – and that does not include figures from the upcoming Republican National Convention. With the Baird Center expansion greatly enhancing our ability to host bigger conventions and events, we have the full attention of meeting planners across the country. We booked 487 future conventions and meetings in 2023, and are currently holding convention dates through 2034 –with more on the way.
The Republican National Convention arrived in mid-July, bringing more than 50,000 visitors and a worldwide spotlight with it. As the swingy-est of swing states, we’re no stranger to being the center of the political world. Milwaukee hosted the first Republican presidential primary debate in August 2023, and while the 2020 Democratic National Convention was disrupted by the pandemic, let’s not forget that we beat out Miami and Houston for host city honors!
Milwaukee looks sharp any day of the week, but this is taking it to the next level: Let us be the first to challenge you with a hearty en garde!, as USA Fencing selected Milwaukee as the site of its 2025 National Championships and July Challenge. Here’s the point (See what we did there?): An estimated economic impact of $10 million and 13,261 hotel room nights. Even if your only previous experience with swordplay is limited to using the teeny ones that hold the garnish in your bloody mary, you’ll want to go poke around at this event.
The Brewers are our Crew, but we also have Cru coming to Milwaukee! National faith-based organization Cru committed to hosting its national staff conference here in 2025. They are expected to return to Milwaukee and bring more than 5,000 staff to the “City of Steeples,” accounting for an estimated 13,235 hotel room nights and an economic impact of $8.4 million.
“Good Things Brewing” II: Tapping into more Milwaukee stories
With all the superhero and action movies out there, we can all agree that “Good Things Brewing” deserved a sequel, too. So we partnered with Plum Media and Events by David Caruso to film Season 2 in 2023, with three new episodes on the air in 10 Midwestern TV markets and online streaming beginning in February 2024.
111% Of Goal for Future Room Nights
72
Visit Milwaukee Volunteers Welcoming Visitors IN 2023
4.4/5
102
Site Visits Hosted in 2023
Average Meeting Planner Rating of Milwaukee
Our signature television show is dedicated to sharing the unique people, places and spaces that make Milwaukee a remarkable place to live, work and visit. Season 1 garnered nearly 300,000 broadcast impressions and a regional Emmy nomination, with four episodes airing in 15 Midwestern markets and available on Visit’s digital platforms.
Several noteworthy Milwaukeeans were featured, including Jesus Gonzalez, founder of Zócalo Food Truck Park; Paul Bartolotta, restaurateur; artist Noel Alvarado; Shawna Nicols, NBA and Milwaukee Bucks in-house DJ; muralist Mauricio Ramirez; art curator Samantha Timm; Sandra Dempsey, founder of Source TEN Creative; and Derek Mosley, director of the Lubar Center for Public Policy Research and Civic Education and former Milwaukee Municipal Court judge.
GREAT PLACEMENTS BY A GREAT LAKE
3,097
Stories Generated in 2023
National recognition continues to pour in like a free-flowing tap at a summer beer garden.
The people have spoken, and they’re into us: Milwaukee was voted a top-three city in the U.S. according to the 2023 Condé Nast Traveler Readers’ Choice Awards.
NEW YEAR’S (HIGH) RESOLUTION
3,536,505
Total Impressions
WISCONSIN CENTER DISTRICT | 805 STORIES, 4.8 BILLION IMPRESSIONS
Milwaukee also made an appearance in Lonely Planet’s top places to go in 2024, joining some Midwestern peer cities in the value category. (We love a good deal, and so do our visitors!) OUT: DOOMSCROLLING. IN: FUNSCROLLING!
The Allen-Bradley Tower was built in 1962, which basically means we were into TikTok before it was cool. Here are our biggest social posts from 2023:
Visit kicked off 2023 with a video billboard in New York’s Times Square, in the leadup to and on New Year’s Day, to showcase National Geographic naming Milwaukee to its 2023 “Best of the World” list.
251.7%
Increase in Visit Milwaukee Social Media Audience (Year over Year)
1.7+
24% PAGE INCREASEVIEW
Million Visitors to VisitMilwaukee.org in 2023
69.5% Open Rate for Email Messages
37,931,189 Total Social Media Impressions
“The American Midwest has blossomed with cooler-than-you-think cities full of creativity, diversity and food so good it rivals any you’ll try on either coast. Over the last decade, chefs, artists and designers have been lured to cities like Chicago, Milwaukee and Detroit, offering more space and lower costs.” – LONELY PLANET, IN ITS BEST PLACES TO TRAVEL IN 2024 FEATURE
DELIVERING MILWAUKEE’S FLAVOR TO THE WORLD
Good Land, Great Taste: “Top Chef” Serves
Too much cheese?! NEVER!
In July and August, we were proud to work with our partners at Travel Wisconsin, the Wisconsin Economic Development Corporation (WEDC)and around the state to welcome 16 talented chefs from across the country, including Dan Jacobs, co-owner and Chef of DanDan and EsterEv, for the highly anticipated Season 21 of Bravo’s acclaimed series “Top Chef.” With a backdrop of terrific spaces, picturesque landscapes, miles of shoreline and vibrant communities in Milwaukee and throughout Wisconsin, the “cheftestants” explored the fresh flavors and local bounty of this culinary destination.
And while cheese and beer certainly played prominent roles, the nation also found out that there is so much more in store for every foodie who makes a journey here.
“Top Chef” wrapped filming in September and debuted in March 2024. The show’s impact goes far beyond building our reputation as a fine dining destination. The show incorporated 24 Visit Milwaukee partners, and the production crew stayed in
Milwaukee while filming, generating 7,000 room nights and nearly $4 million in economic impact alone. The city will continue to reap the benefits for years to come as Milwaukee cements its name as a welcoming and friendly city and culinary destination. Re-run and on-demand viewing opportunities of the season won’t hurt either!
Welcome to our table, world!
Milwaukee’s menus on the map
“Top Chef” wasn’t alone in recognizing our robust restaurant scene. Midwest Living named Milwaukee a Best Culinary City in its Best of the Midwest Awards in 2023. Chef Gregory Leon from Amilinda, and Lupi & Iris, were finalists for the esteemed James Beard Awards.
Milwaukee’s independent restaurant scene has long been one of our strengths. From fine dining to off-the-beaten-path cafes to cozy family-owned restaurants and everything in between, Milwaukee’s food scene is more diverse than ever –an attribute we made sure “Top Chef” highlighted throughout its time in Milwaukee.
ELEVATING OUR ARTS AND ENTERTAINMENT SCENE
Midwest: Nice.
All the things that make Milwaukee a great place to visit also make it a great place to live — so go be a tourist in your own city. Visit is here to make it fun — and frugal. (We know you love a good deal! So do we.)
In 2023, we capitalized on two powerhouses for Milwaukee–conventions and Bobby Portis–to launch a pair of new passes. The Cream City Convention pass acts as an added incentive for meeting planners and convention attendees to get out and enjoy all Milwaukee has to offer, featuring 40 partners within a 1.5-mile radius of Baird Center.
It’s the Bobby Portis (Pass)! Launching in October, the Bobby Portis Pass inspired passholders to explore the city like Milwaukee’s Official Hype Man, Bobby Portis.
These two passes, combined with our previously launched Brew City Beer Pass, Treat Yourself Pass, Cheese Curd Pass and Milwaukee Theater District Pass, brought our total downloads in 2023 to over 10,000 deal seekers, which hit a record-setting 35,316 all-time downloads of our deals passes.
To amplify Milwaukee’s creator economy, Visit used blockchain and Web3 technology to introduce its Authenticated Experiences (AX) art tourism program. Milwaukee artists Tiara Nicole (aka T9LET) and Cullah created 10 unique non-fungible tokens (NFTs) for AX users. AX is the tourism industry’s only immersive and interactive NFT platform, leveraging non-fungible token art as a utility for collectors to unlock exclusive, real-life experiences and prizes in a scavenger-hunt-like format. This campaign set us apart from our peer destination marketing organizations, at least according to the coverage in Skift one of the mostread publications in the travel industry, resulting in 131,000+ impressions and 1,900+ engagements.
HOTEL MONTH
Visit hosted its third annual Hotel Month from mid-February through March in 2023, expanding the campaign and partnering with 26 hotels throughout the Milwaukee area to offer enticing stay packages at price points of $100, $125, $150 and $175. Perks included restaurant and store gift cards, food and drink vouchers, free or reduced overnight parking, late checkout, room upgrades and more.
2,400 CLICKS
19,000+ Page Views 1.5+ Million Social Media Impressions
THE DEALS PASSES DELIVERED IN 2023
MUSEUM DAYS
Visit Milwaukee also hosted its second annual Museum Days in January 2023, with 30 Milwaukee-area museums offering either free, $1, $5, $10 or $15 admission.
352+
Million Earned Media Impressions
10,560 Pass Downloads 5,554 Redemptions
32,000+ Landing Page Views
6,017 Check-Ins
Milwauk-up song
Attention, Milwaukee: We now have a theme song, thanks to Grace Weber.
Weber, a Milwaukee native and Grammy Award-winning singer, songwriter and producer, recently released “414” – a musical salute to the city.
Hometown love is what we’re made of/
You and me made it this far
Love this city who can blame us/ 414 you have my heart
Visit is partnering with Weber as a brand ambassador to promote Milwaukee as a live entertainment destination and incubator for the arts. Beyond her permanent contribution to the city’s soundtrack, she also played a show during Theater Week, was a guest on Visit’s “Milwaukee Made” video series and participated in our AX digital art program.
PROMOTING A WORLD-CLASS SPORTS CITY
IF YOU’RE GOING TO MAKE “FORWARD” A CORNERSTONE OF your new brand identity, why not enlist an assist from an actual forward?
Thanks to the ongoing collaboration between Visit and Milwaukee’s ultimate hype man, you don’t have to be on the court to receive a pass from Bobby Portis.
Visit introduced the Bobby Portis Pass in October to offer locals and visitors an opportunity to live like Bobby, with discounts at local hotspots featured in the sixth man’s video series through the free pass. It was a slam dunk: Nearly 2,500 people signed up to live like Bobby in just over two months. And three promotional videos with Bobby were viewed more than 600,000 times.
Recognizing the important role that sports play in attracting visitors to Milwaukee, Visit established a new Sports Milwaukee division in 2021. The Sports Milwaukee team’s efforts to drive
80,843
Future sports events-related room nights booked in 2023
economic impact by bringing in sports events drove more room nights for future years than ever before.
Among the sports events that drove the conversation in 2023:
• Milwaukee hosted USA Triathlon for the third straight year and sixth overall event.
• Visit also supported the second-annual MKE eSports summit.
• It’s about Dame Time: The Bucks added another superstar, were nationally relevant contenders all year and brought back a Milwaukee legend, Doc Rivers, to coach – all while playing in the NBA’s best arena. (When the squad gets healthy next year, watch out.)
• The National League Central Champion Brewers drew over 2.5 million fans from Milwaukee, throughout Wisconsin and beyond in 2023, marking a 4% increase year over year. And they’re here for the long term, as Visit joined a coalition of local leaders who supported efforts to modernize American Family Field for long-term success.
• And it won’t just be sausages that are racing west of downtown this summer. IndyCar is returning to the Milwaukee Mile, rekindling the mix of high-speed excitement and international flair with the tradition of an event that traces its roots all the way back to the early 1900s.
COMING TOGETHER TO CELEBRATE OUR CULTURAL DIVERSITY
Festivals move us forward
Can the simple act of attending a festival help bring us together as a community? We believe so. If nothing else, it’s a step forward.
At a time when polarization and confrontation play an outsized role in our national conversation, it’s more important than ever that we take every opportunity to come together.
As residents of Milwaukee, we must work to face issues such as segregation and racial inequalities. At Visit, we are committed to partnering with diverse businesses throughout our city and taking steps to ensure that everyone benefits from the additional prosperity that comes with increased tourism revenue.
As a community, we should recognize the broader opportunity that comes with having so many positive and uplifting occasions to come together, find common ground and better understand one another – in settings filled with joy. In the City of Festivals, you can experience the smooth sounds of the Fresh Coast Jazz Festival; the welcoming vibes of PrideFest; the inspired creative atmosphere of Black Arts Fest MKE; the amazing tastes of Puerto Rican Fest, Polish Fest, Festa Italiana, Bastille Days, German Fest and Mexican Fiesta; And, of course, the world’s largest music festival, Summerfest.
But you don’t have to wait for the next festival for a new and unique cultural experience. Go check out the Zócalo Food Truck Park. Find a new restaurant in one of Milwaukee’s diverse and unique neighborhoods. Explore the history of Milwaukee’s Hmong population at the Hmong American Friendship Association’s Museum. Take time to learn and reflect at the nationally recognized new home of America’s Black Holocaust Museum or the history of our local community through the Wisconsin Black Historical Society & Museum. And immerse yourself in a celebration of the city’s African-American culture, bringing people from around the community together for a week of jazz, blues, arts and culture during Bronzeville Week.
Whether we’re promoting all of the beautiful expressions of Milwaukee’s diversity, or working daily to incorporate the principles of inclusion in our office, Visit Milwaukee will always believe we’re better together.
63%
Of All Influencers
Hosted in 2023 were BIPOC or LGBTQ+
56
New Visit Partners from Diverse Backgrounds
Named Milwaukee one of the 13 best places to celebrate Juneteenth
“The city of Milwaukee’s Juneteenth event is considered one of the oldest celebrations in the country. The area began hosting its yearly event in 1971 after then-Northcott Neighborhood House staffer Margaret Rogers attended a Juneteenth event in Georgia and inspired a local celebration.”
Destinations International’s Social Inclusion Assessment of Visit Milwaukee
This report is designed to evaluate inclusion-related practices and measure progress across destination organizations. Visit Milwaukee far exceeded industry averages, leading the way in creating an inclusive workplace that is welcoming to people from all backgrounds and abilities.
OUR SCORE INDUSTRY MEDIAN
MILWAUKEE PUBLIC MUSEUM RENDERING ↑
ADVOCATING FOR MILWAUKEE’S FUTURE
IF YOU’RE LOOKING FOR SIGNS THAT MILWAUKEE’S SURGING spirit of collaboration is real, perhaps the best evidence can be found in the public policy progress we saw on several fronts in 2023. Visit Milwaukee leaders worked as part of strong, broadbased coalitions to unite across ideological lines and find statewide consensus on several public policy initiatives that will even better position Milwaukee as a great place to live, work and visit.
An expanded Baird Center. We strongly supported our partners at the Wisconsin Center District on a multi-year effort to enhance Milwaukee’s convention capacity – and this effort is paying off now with the grand opening of the newly expanded Baird Center. Now featuring 300,000 square feet of exhibition hall space, 24 new meeting rooms and a spectacular fourth-floor Baird Ballroom with seating for 2,000 and outdoor terraces, this is a seismic shift for Milwaukee and its economy.
Modernizing American Family Field and ensuring the Brewers’ future in Milwaukee. The governor and state legislature reached an agreement on significant improvements to American Family Field that will enhance the fan experience and help the
team stay competitive. This legislation secured the Brewers’ future in Milwaukee, under a new lease that extends to 2050.
With the Bucks at Fiserv Forum and the Brewers at American Family Field, Milwaukee will remain a major league city that draws in fans from around the state and across the region for the long term.
Visit Milwaukee assisted a strong coalition of community stakeholders in advocating for a modest sales tax increase to support critical services. The City and County of Milwaukee have been facing a looming fiscal cliff that had been building for decades. With a modest sales tax increase that keeps Milwaukee below average sales taxes for its peers, the city and county are well positioned to remain fiscally healthy and preserve critical police and fire services that are essential aspects of building the quality of life for our residents and visitors.
A new home for the Milwaukee Public Museum. One of Milwaukee’s most popular attractions will move to a striking new location just north of Fiserv Forum, thanks to support that includes private contributions, Milwaukee County and the state.
As a new hotel in 2023, we’ve witnessed the immediate and positive impact of tourism driven by Visit Milwaukee on The Trade Milwaukee. The influx of visitors, guided by the efforts of Visit Milwaukee, has been instrumental in establishing our presence in the hospitality industry. Their support has not only filled our rooms but has also created a welcoming atmosphere that aligns seamlessly with the city’s vibrant tourism landscape.
-RICH LUNDT, THE TRADE, AUTOGRAPH COLLECTION
FINANCIAL REPORT
The Visit Milwaukee Board of Directors voted to allow the company to operate in a deficit in order to maximize destination marketing.
TOTAL 2023 REVENUE
■ 89% 2022 Hotel Occupancy Taxes & Public Funding
■ 5% Partner Dues & Programs
■ 4% Marketing Sponsors & Ad Sales
■ 1% Program & Service Revenue
■ 1% Other
TOTAL 2023 EXPENSES
$11,943,261 $11,056,476
■ 44% Marketing & Communications
■
■
■
SENIOR
Nicole Bedner
Manuel Rocha National Account Executive
Megan Husband
Raymond Valles National Account Executive
Shaylynn Libby Convention Sales Coordinator
Chad Chappell National Account Executive Laura Nelson Associate Director of Sales
Katie Lawrence Account Executive
Christina Fox Senior Convention Sales Coordinator
Devric Hitchcock
Der Vang
Ann-Marie
DIRECTORS
Arlisia E. McHenry City of Milwaukee
Kristine Hillmer Vice Chair, Wisconsin Restaurant Association
Jim Villa Treasurer, National Association for Industrial & Office Parks (NAIOP)
Dr. Eve M. Hall Immediate Past Chair, Milwaukee Urban League
Peggy Williams-Smith President & CEO Visit Milwaukee
Sarah Pancheri Board Chair, Milwaukee World Festival, Inc.
Melissa Weiss City of Wauwatosa
William J. Davidson Harley-Davidson Museum
Brian Dranzik Milwaukee Mitchell International Airport
Michael Evans Marcus Hotels & Resorts
Tracy Johnson Commercial Association of REALTORS® Wisconsin
Mark Flaherty Jackson Street Holdings
James Kanter Central Standard Craft Distillery
Tami Garrison Generac
Marty Brooks Wisconsin Center District
Danielle Bergner Hall & Render
Clifton Crump Milwaukee College Preparatory School
Kate Braasch Marquette University
Grady L. Crosby Northwestern Mutual
Steve Baas Wisconsin Transportation Builders Association
Paul Bartolotta The Bartolotta Restaurants
Shari Black Wisconsin State Fair
Jeremy Lucas Milwaukee County Parks
Lynda Kohler SHARP Literacy
Curt Kluth Saz’s Hospitality Group
Dennis McBride Mayor of Wauwatosa
Kevin Newell Royal Capital
Kathleen O’Leary KO'Leary LLC
Samantha Maldonado Chaska Consulting
Meagan O’Reilly City of Wauwatosa
Gerard A. Randall, Jr. Milwaukee Partnership Academy
Alderman Russell W. Stamper II Milwaukee Common Council
FROM TOP STORIES TO THE BOTTOM LINE, TOURISM MAKES A DIRECT IMPACT ON MILWAUKEE.
DEAR VISIT MILWAUKEE PARTNERS AND MILWAUKEE SUPPORTERS,
As we look back on a remarkable 2023, and ahead to all that is to come, the significant and lasting impact of tourism on our economy and quality of life is undeniable.
In 2023, Milwaukee set a new all-time record with a $4.167 billion economic impact for tourism – continuing a sustained upward trend that was interrupted only by the pandemic and breaking the record we set just a year earlier. (And given what we’ve seen so far in 2024, we don’t think this record will last long, either.)
How did we get there? The Visit Milwaukee team booked approximately 246,000 room nights in 2023, exceeding our goal by 16%, and setting a company record. They booked “Top Chef,” which filmed here for eight weeks last summer. And they created a television show that introduced our community to millions of viewers in 15 Midwestern markets.
Tourism revenue is the essence of regional economic impact: New money coming into Milwaukee from outside our region to directly support local businesses, their employees and their suppliers. This revenue is the lifeblood of our hospitality industry. It fuels our vibrant hotel, restaurant, bar and live event scene.
And it does not happen by accident, chance or luck.
Visit Milwaukee takes a strategic, sustained and constantly
evolving approach to broadening our reach and increasing our impact. The Visit Milwaukee team spends every day getting the word out about our city, bringing more people here and ensuring they have a terrific experience once they arrive.
And the world continues to notice. National Geographic named Milwaukee one of the top 25 places to visit in 2023, and Condé Nast Traveler named us one of the friendliest cities in the U.S. We built on our past success with Museum Days and Hotel Month, while adding the first-ever Milwaukee Theater Week. We launched three new visitor passes, a new website and the first season of our TV show, “Good Things Brewing,” which highlighted authentic Milwaukee experiences to viewers in 15 markets that are within driving distance.
Our team excels at selling Milwaukee because we live here and spend every day out in our community. That helps us carefully cultivate how we capture our city’s identity, reflecting all the new and diverse aspects of Milwaukee culture without losing track of what got us here in the first place.
We don’t have to choose between Milwaukee’s traditional attractions and its emerging strengths – and neither do our visitors. Have a brat for lunch and visit a James Beard Awardwinning restaurant for dinner. Enjoy a Brewers tailgate one day and an afternoon at the Art Museum the next. Cruise around on a Harley-Davidson or get on board a Great Lakes cruise ship. Play championship-level golf or paddle a kayak down the river. Summerfest or symphony – or both. It’s all there for you.
As Milwaukee’s identity continues to evolve, the way we promote Milwaukee must evolve with it. The Visit team spent much of 2023 gathering input to inform a new brand identity, ensuring that diverse voices from every corner of our community were represented throughout the process.
Through this work, we have distilled the vast Milwaukee experience down to three simple themes: Fresh. Flavor. Forward. Fresh refers, of course, to our incredible freshwater resources – but it also refers to embracing and cultivating fresh ideas. Flavor salutes our creativity, the tastes and sounds and everything else that comes forward from a wide range of cultural experiences. And forward reflects our optimistic spirit, coming together to cheer each other on and celebrate our successes.
Growing Milwaukee’s reputation, bringing more visitors here and ensuring authentic experiences is very much a team effort. It takes our dedicated and innovative staff, the steadfast support of our partners, a small army of volunteers and the wisdom of our board members. I cannot thank them enough.
To everyone who plays a role in Milwaukee’s sustained rise, thank you. Your efforts are making a difference for everyone who lives here.
