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Stevens Point Area Annual Report

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Stevens Point Area Annual Report Stevens Point Area Annual Report Stevens Point Area Annual ReportStevensPointArea.com | 2020 Stevens Point Area 2020 Annual Report A LETTER FROM OUR “It has been a tough year, but there is a lot to look forward to with events, EXECUTIVE DIRECTOR tournaments, and conferences starting to return. In many ways 2020 was a challenging year. Not surprisingly, visitor spending was down We’re focused on the road ahead, statewide due to COVID-19. But, the tide is get- supporting local businesses and ting ready to turn. Nationally, travel intent and encouraging visitors to join the demand are trending up. Focusing on the road recovery through the power of travel.” ahead, tourism is ready to help with the economic recovery for 2021 and beyond. Sara Brish, Executive Director Stevens Point Area Convention & Visitors Bureau Despite the challenges, 2020 saw many new developments and openings. Notably, construction was underway on the Sentry Curling Center, Artists & Fare in Plover announced MEET THE STAFF plans to repurpose 91,000-square feet of the former Plover Sara Brish Hannah Klein Shopko building, and the fundraising plans began for the Executive Director Director of Partnerships Lake Pacawa Project Phase 2. Two new breweries in the region, including District 1 Brewing in Stevens Point and Melissa Sabel Backcountry Brewing in Plover opened their doors. Director of Marketing 20,468 page likes Construction began for the Inn at SentryWorld, a boutique BOARD OF DIRECTORS as of 12.31.20 hotel slated to open in 2021. 2020 also included; the com- pletion of beginner-friendly flow trails for mountain biking Amy Boston Brian Cummins Holiday Inn Hotel Great Northern Distilling at Standing Rocks County Park, the reroute of the Whiting Crossing Trail of the Green Circle replacing sidewalk connec- Tom Davies Greg Diekroger, Chair tions with a more natural trail, and construction of the Green Village of Plover UW-Stevens Point Circle Trailhead Project at Schmeeckle Reserve. Brad Duckworth Eric Freund UW-Stevens Point Sky Club Locally traveler spending reached $97.9 million in Portage Jon Gadbois Al Haga County in 2020, according to figures released by the Wiscon- Furniture & Appliancemart Portage County Board sin Department of Tourism. Ranked 23 out of all 72 counties Quyen Hom Kathy Johnson for the state, Portage County has seen steady, incremental Assembly Shop Sunset Point Winery growth in visitor spending since 2012. While 2020 and the Chris Klesmith Dan Kremer pandemic brought a decline in visitors spending with more CREATE portage county Stevens Point Parks & Rec. than 100 groups (from conferences to tournaments) can- Todd Kuckkahn Steve Kunst celed, traveler spending is poised to rebound. Behind the PC Business Council Village of Plover scenes the Stevens Point Area Convention & Visitors Bureau Sarah Jo More Julie Morrow has been working to remain top-of-mind to locals and poten- Main Grain Bakery Portage County Board tial visitors, for when travel resumes. Sherry Noska Kathy Ostrowski Cobblestone Hotel Team Schierl Companies Together forward, Jared Redfield Debbie Werra Redfield Law Retired Carie Winn Mike Wiza UW-Stevens Point City of Stevens Point Sara Brish, Executive Director Stevens Point Area Annual Report | 2020 TOURISM MAKES AN IMPACT Tourism means big business in Portage County and is at the heart of what we do. As the chief storytellers for the Stevens Point Area, we strategically market the region and work to build relationships with visitors, meeting & sporting event planners and industry professionals. 2020 Visitor 2020 Pageviews on StevensPointArea.com Spending (in millions) 609,265 97.9 337,037 total # of Partner listing views since $ #January 2012 3,635 total # of inquiries to the Visitor Center in 2020 Email Stats Top DMAs Top DMAs 2,946 2020 YTD averages* by web traffic by inquiries followers as of 12.31.20 1 Rhinelander 1 Rhinelander 36.79% Open Rate *industry average is 15.45% 2 Chicago 2 Milwaukee 3 Madison 3 Green Bay 18.66% Click Rate 20,468 *industry average is 7.26% 4 Milwaukee 4 Chicago page likes 5 Appleton 5 Madison as of 12.31.20 WHAT’S NEW IN% 2020 Artists & Fare Central City Standing Inn at Two New Development Market Rocks Park SentryWorld Breweries Artists & Fare, A cooperative Mountain The project, The region is announced of local makers biking just which broke welcomed as a new develop- imagining a historic got more inclusive, ground in 2020, will two new breweries, ment in Plover. Once building as a space with the addition of see the addition of including District 1 home to Shopko, the for local businesses updated flow trails, a boutique hotel to Brewing and Back- 91,000-square foot to collaboate and within the park, with SentryWorld. Built country Brewing in building will house create a indoor more trails planned just off the course’s early 2020. They join local businesses, market and food beyond 2020. 18th fairway, it will the thriving Central including Mikey’s, enterprise center. offer on-site lodging Wisconsin Craft Col- O’so Brewing, and for golfers, weddings lective, linking craft and meetings, when beer, wine and spirit Mission Coffee, it opens in 2021. makers locally. and will serve as a community hub, with courtyard. Stevens Point Area Annual Report | 2020 Stevens Point Area Since 2017, the Stevens Point Area CVB has been working to paint a data-driven picture of the Stevens Point Area brand, as part of a long-range brand development Brand Framework process. In 2019, years of research resulted in the creation of the brand framework. Brand Promise Brand Position Brand Assets The Stevens Point Area is a community From exploring the Green Circle Trail, Ask an average person you meet to of makers and innovators who respect tasting new foods, and sampling special identify the first thing that comes the natural world while seeking to release craft beers – adventure does to mind when you mention the inspire, make a difference and build not only exist by trekking outside of Stevens Point Area, and odds are connections. Wisconsin. It is crafting the perfect the Stevens Point Brewery will be adventure within every day. the answer. With its rich Perhaps it’s the influence of one of history and award-win- the University of Wisconsin System’s The Stevens Point Area is ready ning products, Point most storied campuses or to introduce the crafted everyday Brewery is one of the pioneering spirit of adventures through our brand the area’s most farmers who worked assets. Through first-hand stories, iconic attractions. the land, but the new brand will feature people Gateway to: Central Wisconsin regardless of the who embody the brand. From family Craft Collective, events, local origin, the Stevens flavor (farmers market/restau- farmers to world renown brewers, Point Area has a rants), visual, performing and from dedicated park stewards to history of develop- culinary arts, recreation. passionate regional artists, these ing new products, stories will shed light on the spirit that earning national The University of makes the Stevens Point acclaim ahead of Wisconsin–Stevens Area special. larger peers and culti- Point is one of Wisconsin’s premier vating loyalty from locals campuses, and its brand extends and out-of-market fans alike. Collecting these into the larger community. Princi- stories will be the ples that form the UWSP brand are It’s that spunky spirit that makes the centerpiece of our recognized not only by the engaged Stevens Point Area special. It’s that brand. Travelers will alumni community but by most of drive that’s led to a new distillery that have opportunities the local residents.. Gateway to: MREA, utilizes the area’s potato castoffs to to meet the locals National Suzuki Institute, Trivia, (Planetarium and make premium vodka. It’s that drive as they serve as tour Observatory), Schmeeckle Reserve, arts & culture, that lets an award-winning brewery guides and trusted Museum of Natural History, sporting events and harness the sun’s energy to create a sources of travel informa- tournaments, as well as regionally hosted events. sustainable beer with a passionate tion. Using visits to their workshops following. It’s that drive that fortifies and businesses, we will allow our local SentryWorld is Wisconsin’s first the survival of the nation’s third oldest makers the chance to share their destination golf course and continues continuously operating brewery— passion for the area they call home. to set the standard for excellence, one that locals would not allow to be including its meeting and event sold to larger companies in times of Regardless of age or other demo- space, and restaurants - PJ’s & Muse. financial hardship. And those are just graphic features, all you need is an Gateway to: Recreational opportunities, elite facilities, examples from the local beer and interest in the ways our area makers Sentry Insurance national headquarters, arts, national events, meeting and group options. spirits industry. The Stevens Point find influence and inspiration and Area boasts a bevy of entrepreneurs infuse it into their creations. Whether who’ve combined their expertise with Emblematic of the region’s strong taking a classic Wisconsin brewery commitment to conservancy, their passion—and had fun doing it, tour or a learning more about the often to national accolades. outdoor recreation and the arts process from potato to potent stands the Green Circle Trail. The potable, we’re ready with Regardless of the demographic— 27-mile trail, with its breadth of crafted travel experiences. millennials to empty nesters—the recreational options linking Visitors can extend their Stevens Point Area is positioned to more than 30 miles of exploration on bikes to welcome travelers interested in trails and the Stevens Point for a ride taking them quality, locally made products with Sculpture Park makes this a through the region’s a focus on regional storytelling and truly special asset.
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