Wisconsin Fall Tourism Conference

Get Real at the 2017 Wisconsin Fall Tourism Conference, November 2 & 3, 2017 in Racine.  We have an exciting agenda, headlined by destination branding guru Roger Brooks who will unmask what an “authentic experience” and an “authentic destination” actually are and then will provide you with the seven key things you need to focus on that will help you stand out from the crowd and become THE destination of choice.  

Registration Rates & Policies: Online Registration is available or download a registration form.  Early Bird Rates are $125 for WACVB members & $140 for non-members.  To receive the early bird rate, registration must be postmarked by October 6, 2017.  Rates are $145 and $160 after the 6th.  There is also a $45 opening luncheon & keynote rate (limited availability). No refunds will be provided for prepaid registrations after October 28, 2017. 

Location & Lodging -  Racine Delta Hotel & Conference Center (currently the Racine Architect)  7111 Washington Ave Hwy 20, Racine, WI 53406.  Book online to receive your $119 conference rate or call 262-886-4803.

Sponsorship & Exhibitor Opportunities - WACVB invites you to be a Wisconsin Fall Tourism Conference sponsor or exhibitor.  CLICK HERE TO REGISTER as sponsor or exhbitor. Learn more about sponsorship opportunities....

Wisconsin Tourism Trailblazer Awards -  Enter your destination's unique and successful tourism marketing and partnership campaign into the Wisconsin Tourism Trailblazer Award competition.  Winners will be announced by WACVB and WI Tourism Secretary Stephanie Klett at the WI Fall Tourism Conference.  Entry Deadline has been extended to Wednesday, October 11Enter and learn more here.

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Online Registration Now Available

Or, download a registration form and mail it in with payment.


Thursday, November 2 2017
Time Events
11:00 AM - 4:30 PM


12:00 PM - 2:00 PM


Sponsored by Discover Wisconsin

Time to Get Real: Creating Authentic Destinations & Experiences

Authenticity: We hear that word over and over but what does it actually mean in the context of tourism? Is it really that important? And how will that affect our bottom line: increasing tourism spending locally?  In this opening keynote session, Roger Brooks will unmask what an “authentic experience” and an “authentic destination” actually are and then will provide you with the seven key things you need to focus on that will help you stand out from the crowd and become THE destination of choice. Using real life case histories (including several in Wisconsin) and step-by-step instructions, you’ll come away with low-cost ways to improve your marketing effectiveness, extend your seasons, and become the darling of travel publications and blogs everywhere. 

Speaker:  Roger Brooks, Roger Brooks International


2:15 PM - 3:15 PM


1. THE ADC'S OF STRATEGIC MARKETING -  In this fast pace information age, how do you know which marketing tools and trends to chase, and which to let go? How do you make sure you're spending your organization’s marketing time and money wisely?  How do you make decisions about where to focus? The Awareness, Desire, and Confidence (ADC)framework for strategic marketing can help. This session will explain the framework and how you can use it to confidently manage the time and money you spend on marketing.  Speaker:  John Kuehl, Hankr 

2. BIG DATA AND THE WISCONSIN TRAVELER - Big Data and Behavioral Targeting are changing the dynamics of travel marketing, and their impact continues to grow as new technologies and tools are introduced and evolve. Explore ways you can leverage data in order to make informed marketing decisions which result in a positive effect on sales and campaign strategies. Learn from success stories and case studies on how Travel Wisconsin, CVBs, hotels, and attractions are already using Big Data successfully; and discover new tracking tools and analytics available to travel marketers.  Speakers:  Shane Brosshard, WI Dept. of Tourism & Meredith Dillon, Sojern

3. DESTINATION MARKETING FUNDING –Learn best practices on how DMOs are funding destination marketing efforts as they face more competition for funding at all levels.  Hear about room tax governance, Airbnb agreements, grant opportunities, tourism marketing districts and more.  Speakers: Linda John/Visit Eau Claire, Jack Moneypenny/Door County Visitor Bureau, Diane Mogenthaler/Greater Madison CVB

3:15 PM - 3:30 PM


3:30 PM - 4:30 PM


4:30 PM - 6:30 PM


Sponsored by Madden Media & Midwest Living

Enjoy hors d’oeuvres and beverages while networking with our sponsors and exhibitors. Visit every booth for a chance to win prizes from our host, Real Racine

7:00 PM - 10:00 PM


Enjoy dining out in at an array of Downtown Racine restaurants from tapas to hibachi-style Japanese cuisine, Mexican delights, Korean specialties, Irish fare and more that will tantalize your taste buds and satisfy your cravings. After dinner, stop in at The Brickhouse, Racine’s newest hip lounge for a nightcap. Shuttles will be available to and from the hotel. 

Friday, November 3 2017
Time Events
7:30 AM - 9:30 AM


7:45 AM - 8:15 AM


8:15 AM - 9:00 AM


Join WACVB and Wisconsin Department of Tourism Secretary Stephanie Klett in recognizing the best in Wisconsin tourism marketing and partnership efforts.  Sec. Klett will then give us insight into the latest happenings at the state agency. 

9:10 AM - 10:10 AM


1.  WISCONSIN TOURISM WORKFORCE TRENDS AND SOLUTIONS – Hear from Wisconsin Department of Workforce Development experts about the workforce outlook for the tourism industry and throughout Wisconsin’s economy as well as a solutions and programs that address labor challenges facing many in the tourism industry.   Speakers: Dennis Winters, Bruce Pahlkill & Patti Johnson, WI Dept. of Workforce Development

2.  TAPPING INTO DIGITAL INFLUENCERS - Digital influencers are the new word-of-mouth experts in the travel industry, but how do you get a word in edgewise in the conversation? Better yet, how can you best reach your true audience? This session will take participants through strategies to research, evaluate, and leverage a wide variety of influencer partnerships. It will also highlight best practices for collaborations involving social media and video creation, while learning how to balance control and creativity when engaging with influencers.  Speakers:  Mary Wienkers & Sam Burns, Boelter + Lincoln

3.  REDEFINING THE TRAVEL PLANNER: FAMILY TRAVEL, MILLENNIALS, & WORKING MOMS - Get a sense of how female travel decision-makers use media to plan and book travel for their families, as couples, and for intergenerational trips from new Meredith Travel Marketing research.  You will come away with specific, actionable insights for improving the quality and effectiveness of your travel marketing initiatives.  Speaker:Bob Frohoff, Meredith Travel Marketing 

10:20 AM - 11:20 AM


11:30 AM - 12:30 PM


Sponsored by Potawatomi Hotel & Casino

Wrap up the 2017 conference by hearing the story of how O & H Bakery became an authentic tourism draw for Racine, "America’s Kringle Capital." We'll also announce the location of the 2018 conference. 

Fall Convention Sponsors

Wisconsin Tourism Partners

  • SportsWisconsin.com
  • WITourismFederation.org
  • Meetinwisconsin.com
  • TravelWisconsin.com