Danielle Johnson,
Wisconsin Department of Tourism
608-266-0458;
djohnson@TravelWisconsin.com
Lisa Marshall,
Wisconsin Department of Tourism
608-267-3773;
lmarshall@TravelWisconsin.com
Tourism awards $20,000 to grow multicultural festivals in Milwaukee
Lt. Governor Kleefisch presents checks to African World Festival and Mexican Fiesta
MADISON, Wis. (May 15, 2012) — Lt. Governor Rebecca Kleefisch joined Department of Tourism Secretary Stephanie Klett to present African World Festival and Mexican Fiesta each with a $10,000 marketing sponsorship to increase the festival’s promotional reach outside the Milwaukee area. The Lt. Governor and Secretary Klett were joined by Teresa C. Mercado, Mexican Fiesta Executive Director, Michelle Bryant, Executive Director of African World Festival, and Don Smiley, President and CEO of Milwaukee World Festival, Inc.
“We are fortunate to have such diverse cultural experiences and ethnic festivals as part of the tourism experience in Wisconsin,” said Lt. Governor Kleefisch. “This sponsorship opportunity will help these already successful events increase attendance and create a positive impact on the community.”
The marketing sponsorships will allow both events to extend their promotion reach outside of Milwaukee into Northern Illinois, specifically the Chicago area, a key market for travelers to the state. A proprietary tracking study conducted by the Department of Tourism reports travel to Wisconsin is on the rise among African American and Hispanic travelers. In May 2010, 59 percent of African Americans and 69 percent of Hispanics reported having “vacationed or taken a leisure trip in Wisconsin in the past three years.” By December 2011, these numbers grew to 65 percent of African Americans and 76 percent of Hispanics reported having “vacationed or taken a leisure trip in Wisconsin in the past three years.”
“Our marketing strategy includes targeting multicultural travelers in nearby markets like Chicago, and events like African World Festival and Mexican Fiesta are two world class events that have the potential to attract new visitors and serve as an introduction to everything else Wisconsin has to offer,” said Secretary Klett.
African World Festival, held August 4-5, offers a variety of ways to explore and learn about African-American heritage and culture through music, food and interactive activities. Mexican Fiesta, August 24-26, brings the sound, culture, and taste of Mexico to Milwaukee, with a special focus on opportunities for Hispanic children to further their education through scholarships. Both events are held at the Summerfest grounds at Henry W. Maier Festival Park.
The impact of tourism on Wisconsin was over $16 billion in 2011, up 8 percent from 2010. Traveler spending supports one in 13 jobs in the state and over $1.3 billion in state and local tax revenue. The Department of Tourism’s advertising campaign launches next week with new TV spots airing in Wisconsin, Chicago, Twin Cities, and for the first time in Eastern Iowa.
The mission of the Wisconsin Department of Tourism is to market the state as the Midwest’s premier travel destination by executing industry-leading marketing programs and establishing strategic partnerships. The Department plays a significant role in generating greater economic impact and jobs for Wisconsin. The portal for traveler information can be found at: www.travelwisconsin.com.
