Promoting Local Tourism Tourism Matters Tourism Week was created to highlight the impact that tourism has on our state and nation. Tourism spending in Wisconsin exceeded $20 billion in 2018 and total tourism spending in the Badger State has grown in each of the past seven years. Bicyclists visiting from outof-state contributed over $530 million to that total. Additionally, tourism supports more than 195,000 Wisconsin jobs and tourists contributed $1.5 billion in revenue to state and local government coffers, reducing the burden for Wisconsin taxpayers. Tourism plays an equally important role in the economy of the Sparta area. An estimated 100,000 cyclists use the Elroy-Sparta and John Hendricks, La Crosse River Trails annually. Over 15,000 Executive Director cyclists visit Sparta each year and spend an average of $145 on each trip. Other trail users also contribute to local spending, including snowmobilers and those participating in events such as the Rails to Trails Marathon. Of course tourism in Sparta is not limited to cycling. We are fortunate to be the home of the Deke Slayton Space and Bike Museum, the Monroe County History Room (which drew over 11,000 visitors last year), Butterfest, Sparta’s Holiday Lights, Summer Concerts in the Park, Kriskindlmarkt and other attractions and events.
New Tourism Frontiers Trout fishing is fast becoming another strong attraction for visitors to our area. Our local rivers and streams, some enhanced by stream improvement efforts, draw sports fishermen from all over the country. Locally, you will see an increased effort to market our area as a fishing destination, beginning with our Bike Trails and Trout event on May 4th. This is our annual celebration of Sparta’s location at the center of over 100 miles of state bike trails - a date which coincides with the opening day of trout season. Annually, the Wisconsin Department of Tourism reports on the economic impact of tourism by county. The most recent data shows that visitors spent about $80 million in Monroe County in 2017, an increase of more than 4% over 2016 spending. This includes lodging, restaurants, state park fees, equipment purchases, local attractions, sporting events and festivals, fuel, entertainment, and more. Monroe County ranks 38th out of 72 Wisconsin counties in visitor spending. This is a respectable rank considering that we do not have a large sports facility or municipal convention center. But we do have a wealth of outdoor recreation resources, and our ranking should be higher. Your Tourism Council and Chamber recognize this and are working to increase local tourism and tourism spending.
What is being done to increase tourism and tourism spending in our area? Sparta’s Tourism Council invests the portion of local room tax dollars allocated to them by statute to a variety of efforts aimed at promoting Sparta as a tourism destination. Last year, $54,000 was used to promote local events and activities, area lodging and restaurants, and retailers. Funds are invested in advertising Sparta as a destination in publications, both regional and national. Examples of these ads are included on the inside pages of this insert. Funds are used to ensure BikeSparta has a presence at expos targeting likely Sparta visitors. These events include the Iowa Bike Expo, the Wisconsin State Fair, the Driftless Sports Expo and the Wheel and Sprocket Expo in Milwaukee. We maintain a strong presence on social media and launched our improved website (bikesparta.us) last year. We have sought and invested in television exposure, such as our recent episode of Around the Corner with John McGivern and the upcoming episode of Discover Wisconsin which will air during the first weekend in May. We are fortunate that Milwaukee Public Television will return to Sparta in May to film another television show. Short promotions of Sparta can be heard statewide on Wisconsin Public Radio. In the past year we have invested significantly in promoting Sparta as a destination for group tours. Over 450 tour providers received Sparta promotional materials in February. The Chamber currently responds to numerous requests from group tour providers for information about Sparta attractions, restaurants and lodging each week.
Supporting Tourism Everyone has a role and can contribute to the success and growth of local tourism which in turn supports our community, our businesses and our neighbors. Here are ways in which you can assist: ● Help us to live up to our motto of “Bicycling Capital of America” by supporting efforts to make our community more bicycle friendly. ● Create positive reviews on social media for the Sparta attractions, restaurants, and retailers that you enjoy and value. ● Join other volunteers who work to ensure that popular events and attractions such as Sparta’s Holiday Lights, Old Fashioned 4th of July Celebration, Butterfest, and Kriskindlmarkt return every year.