SITUATION
Wisconsin Dells is the Midwest’s #1 family vacation destination and attracts approximately three million visitors annually, summer being the prime season for visitors. Autumn Harvest Fest was created to give visitors another reason to visit Wisconsin Dells in the fall.

GOALS & OBJECTIVES
- Increase the number of visitors to Wisconsin Dells in the fall
- Increase overnight stays in Wisconsin Dells during Autumn Harvest Fest
- Position Wisconsin Dells as a year-round destination

IMPLEMENTATION
Autumn Harvest Fest was launched as a 10-day festival in mid-October. The Wisconsin Dells On Tap micro-brew beer tasting event was added and the festival was condensed into one weekend. Partner radio stations from Milwaukee and Madison increased their on-site involvement, giving visitors even more activities to enjoy. Three years later, the LaCrosse market was targeted to expand awareness and attendance.

RESULTS
- 135 craft fair booths, 30 breweries and approximately 45,000 spectators
- $10.5 million in estimated traveler expenditures
- Nearly $60,000 in value-added promotion