Speaking of passion

Corporate Report Wisconsin, Apr 2008 by Warde, Bob

During the past month, we've seen the end of one era and the beginning of another - with two displays by extremely passionate people on nearly the same day. First, Secretary of Tourism Kelli Trumble spoke at the Governor's Conference on Tourism when she unveiled a new approach to branding and promoting the state.

With incredible enthusiasm, Trumble and a Tourism staff member described the research and focus groups that boiled down what she calls the "brand essence" of Wisconsin: It's people. The result shouldn't surprise anyone. Those among us who travel all have stories of out-of-state residents who've spoken of how friendly, nice, and polite we are.

Trumble knows what she's doing as a tourism promoter and business owner. She is the former executive director of the Wisconsin Dells Visitor & Convention Bureau. In 2003, she opened Sundara Inn & Spa located in Wisconsin Dells. Before selling her interest in Sundara, it was named the Number No. 3 Favorite Spa Escape in America by ABC's Good Morning America.

In 1996, she opened her own firm, specializing in marketing, communications and customer relations programs for the tourism industry. Trumble also developed The Entertainment Network, an in-area cable television show featuring Wisconsin Dells attractions.

The next step will be to translate this unique part of Wisconsin's DNA into a slogan, ad campaign and other tools to communicate it to prospective tourists and business meeting planners. There is even the potential to move the "brand essence" to other state promotion efforts, eventually rivaling highly memorable campaigns such as "I Love NY." If anyone can do it, Trumble can.

GOOD BYE BRETT: The morning following Trumble's presentation, Brett Favre confirmed that he would retire from the National Football League. Obviously, the business story here is how his absence from Lambeau Field and other NFL stadiums will affect the economics of the team. Ticket sales are expected to be safe, what with a waiting list that is decades long. Even when the team does poorly, fans hold on to season tickets and give them to friends and family or even sell them at face value. The real question mark lies in how well memorabilia sales will fare. Favre's jersey was the No. 1 seller for the entire NFL. As the afterglow of his Hall-of-Fame career fades, jersey sales are likely to fall as well. Someone will replace Favre as the king of jersey sales, but who? And will those sales reach the heights his did?

Other than that, all that is left to say is, "thanks, Brett," and "go Aaron!"

MEET JAMIE WELCH: I'd like to introduce you to Jamie Welch, Corporate Reporh new Associate Editor. Jamie comes to us from Active Interest Media in Ft. Lauderdale, Florida. He was the lead editor on Yachts International magazine. His desire for a higher quality of life brings him and his wife, Fran, to the Midwest. The couple has fallen in love with Madison and all the amenities it has to offer. Jamie has also traveled quite a bit. He was a business reporter for the News Review in Santiago, Chile where he met his wife. He also taught English in Korea and grew up in Nebraska. We welcome Jamie and his talent and look forward to his help in continuing to improve Corporate Report Wisconsin.