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. Flake Out Festival was created to build awareness of Wisconsin Dells as a winter getaway destination.

GOALS & OBJECTIVES
- Increase the number of visitors to Wisconsin Dells in the winter
- Increase overnight stays in Wisconsin Dells during Flake Out Festival
- Position Wisconsin Dells as a year-round destination

IMPLEMENTATION
Flake Out Festival includes a state-sanctioned snow sculpting competition, live entertainment, sleigh rides, snow volleyball and a bonfire. In each market, a partnership was formed with a specific radio station encouraging on-site involvement and ticket giveaways. The Green Bay/Appleton markets were added to expand awareness and attendance.

RESULTS
- Over eight times more estimated spectators than the inaugural festival
- $6,700,000 in estimated traveler expenditures
- Nearly $50,000 in value-added promotion