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An Outlook: Steve Grutzmacher on the Stagnant Door County Tourism Industry

By now I’m sure that everyone has seen the reports: according to the Wisconsin Department of Tourism, visitors to Door County spent $16 million less in 2007 than they did in 2006. This represents a 4 percent decrease.

So this confirms what most of us already knew: that 2007 wasn’t a very good year on the peninsula and that our tourism slide continued. But there is a curious thing about these particular numbers from the state. The numbers below reflect what the Wisconsin Department of Tourism has reported visitors spending in Door County for the past five years.

2003 = $394,400,304

2004 = $397,627,137

2005 = $398,967,143

2006 = $420,558,457

2007 = $404,194,590

Sure enough, this confirms that visitor expenditures dropped by slightly more than $16 million from 2006 to 2007…but how did they calculate that 2006 number. When you look at the numbers as a whole you see small, incremental growth from year to year, then 2006 comes along and shows a 5.4% jump from 2005. If you’ve been running a tourism-related business for the past five years and this jump seems to strain credibility, well, you’re not alone.

If you drop the 2006 figure to around $400 million you see a more likely pattern of growth that is largely dictated by rising costs (and doesn’t remotely keep pace rising expenses).

If you want further reason to doubt the state’s 2006 number, take a look at the chart below, which shows the revenue from Door County’s .005% (one half of one percent) sales tax. Notice that there isn’t any meaningful spike in the past five years (and certainly not in 2006).

For a number of years now, our optimism going into each new season was largely based on “It can’t possibly be as bad as last season.” Unfortunately, this optimism quickly disappeared as it became obvious that the season was, indeed, going to be as bad as the previous season. But things have changed, folks. This year, as we begin a new season, our optimism can be based on legitimate initiatives that will have a positive effect.

As a Door County business owner, as a member of the Door County Visitor Bureau Board of Directors, and as an employee of this paper who sees or talks with a significant number of peninsula business owners on a weekly basis, here a few of the reasons we can feel optimistic about the 2008 season.

1) The Door County Visitor Bureau

Forget the Door County Chamber of Commerce – it’s gone. No more complaining about an organization that doesn’t exist. We now have an organization of dedicated individuals, under the leadership of Jack Moneypenny, who have the resources, the energy, and the determination to market Door County beyond the county line.

2) The Travel Writer Tours

This is one of the new initiatives that has brought professional travel writers to the Door Peninsula four times in the past year (once each season). These writers have already written many articles for publications throughout the country. And because magazines often have lengthy lead times before stories see print, we will continue to see articles appear from just these four tours for years to come.

3) The Web site and E-Newsletter

If you haven’t visited http://www.doorcounty.com take 15 minutes and check it out. Click a few links and noodle around. The Web site has been completely re-done in the past year and has just about everything you ever dreamed included.

And while you’re there sign up for the e-newsletter, an equally impressive piece of Web mail, with click-through links to all manner of information sent to thousands of subscribers throughout the country.

4) Midwest Living Magazine

The current issue of Midwest Living Magazine has a beautiful piece on Door County as a pull-out insert. This magazine has one of the largest subscriber bases in the country and we will continue to have a presence in the magazine throughout the summer and fall seasons.

5) Community Cooperation

It has been a long time coming, but we finally realize that we all must work together to succeed. The Door County Visitor Bureau has been working with visitor centers in communities up and down the peninsula to create a consistent message and presence for tourists.

I could go on, but I think you have the idea. If you’re interested in more information contact the Door County Visitor Bureau and while you are speaking with them, why not join the organization if you are not already a member (and be sure to join your local business association, as well). Get involved and make your voice heard.

This year, more than any other, let’s make a point of leaving the past behind and focusing on the peninsula’s future.