Welcome!
Our Agenda for today:
II. In The Beginning…
(A brief history of how it all began)
II. Wisconsin’s Journey
III. The Start of Beautiful Friendships (American
Road Magazine, Discover Mediaworks and WI
HWY 51)
IV. Now Your Journey Continues!

Housekeeping Items
1. Everyone will have an open microphone.
Please be aware of background noise, use
mute when necessary.
2. You can type questions into the message
area as well.
3. A short survey will be sent at the end of the
session, please be sure to fill it out.
4. A recording of this session will be available
shortly after its completion. You will receive
an e-mail with instructions on how to view
it.

Today’s Speakers
Darien Kit Sorenson Becky Repp Greg Smith
Schaefer WI De pa rtm e nt of Am e ric a n R oa d Dis c ove r
Touris m Ma g a z ine Me dia works
Wis c ons in
Hig h wa y 51 Touris m G e ne ra l Ma na g e r Ma na g in g Dire c tor
S po ke s pe rs on De ve lopm e nt
S pe c ia lis t
Wa us a u/ e ntra l
C
WI C VB E xe c utive
Dire c tor

Growing up in the communities of Cedarburg,
Door County, and Wisconsin Dells, Darien has
been involved in the hospitality/tourism
industry all his life. Darien has worked for
Holiday Inn Corporation, Marriott Hotels, and
Tharaldson Lodging. It was with Tharaldson
Lodging, as an Area Director responsible for
hotels in 8 different markets, that Darien began
working closely with Convention and Visitors
Darien Bureaus. Darien eventually left Tharaldson
Schaefer Lodging to become the Executive Director for
Wis c ons in
the Janesville Area Convention & Visitors
Hig h wa y 51
Bureau. Darien joined the Wausau/Central
S po ke s pe rs on
Wisconsin Convention & Visitors Bureau in April
Wa us a u/ e ntra l
C
of 2000.
WI C VB E xe c utive
Dire c tor
Darien has been a key figure in the development
of the Highway 51 program in Wisconsin and
currently acts as its main spokesperson.
Topics: How the program began
Wisconsin’s path to success and current programs

A Timeline of Success
May 2004 First State of Wisconsin Meeting – 15 members
February 2005 Six State Meeting in Memphis, TN
April 2005 Received $40,000 Grant from
Wisconsin Department of Tourism
May 2006 State Ribbon Cutting, Passport and Journey Journal
released, website launched
April 2007 Received second $40,000 Grant from
Wisconsin Department of Tourism
October 2008 Received $25,515 Grant from
Wisconsin Department of Tourism

Some Highway Facts
Wisconsin was the first state to number its
highways!
Started as Route 10 in 1917 and became
US HWY 51 in 1926 at the start of the
United States Highway System
Wisconsin’s segment is a Blue
Star Memorial Highway and a
part of The Silent Cross

Highway 51 Pop Culture
Highway 51 by
Chris Consani
Highway 51 Blues
on Bob’s debut
album

The Ribbon Cutting

Secretary Holperin “Runs 51!”

Official Passport & Journey Journal

Media Menu
offee t
C
ins a
Sta ra
ext
no
ost…
c

The Best of Highway 51

Print Advertising
American Road
Magazine
AAA Living
AAA Living
American Road Magazine Iola Old Car show
Member Destination Guides

Tradeshows
Wisconsin State Fair
Iola Old Car Show
Great Outdoor Festival

Other Items
An d
roduci
int
ng

Website: www.explorehwy51.com

Lodging Specials Downloads

Kit Sorenson is a Tourism
Development Specialist for the
Wisconsin Department of Tourism.
His responsibilities include assisting
tourism businesses, communities,
organizations and attractions in
reaching their full potential state
economic impact. Marketing, strategic
planning, developing collaborative
Kit Sorenson partnerships and community
assessments are part of the services
WI De pa rtm e nt of Touris m
offered by the Department. Prior to
Touris m de ve lop m e nt
joining the Tourism Department, he
S pe c ia lis t
was active in community and
economic development in the private
sector. He has been in state service
for the past 13 years.
Topics: The Wisconsin Department of Tourism’s role in the
creation and maintenance of Highway 51.

Financial Support
Three Joint Effort Marketing (JEM) Grants
JEM Grant In-Kind Total
Year One $40,000 $46,855 $86,855
Year Two $40,000 $61,319 $101,319
Year Three $25,515 $90,816 $116,331
TOTAL $105,515 $198,990 $304,505

Website Spotlight

Advertising Spotlight

Rebecca Repp is the cofounder of Mock
Turtle Press and AMERICAN ROAD
magazine. She currently serves as General
Manager for AMERICAN ROAD magazine.
Repp was recently named the Executive
Director of the non-profit American Road
Foundation. The Foundation is dedicated to
the preservation and economic development
of America's historic highways and auto trails.
Becky Repp
Am e ric a n R oa d
Born in Madison, Wisconsin, she is a former
Ma g a z ine G e ne ra l
Ma na g e r resident of Chicago, Alexandria (Va.), Tucson
(Ariz.), and Seattle. Repp earned her
Bachelor of Fine Arts degree from Western
Michigan University. Mrs. Repp lives with her
husband in the Motor City near the old Dixie
Highway.
Topics: American Road Magazine and Wisconsin Highway 51’s
partnership – how it started, its benefits and its future.

American Road Magazine
Quarterly Publication:
45,000 readers
Website:
65,918 visits per month
Demographics:
100% of readers take 2 or
more trips annually
52% enjoy 7 or more trips
annually
69% pre-book lodging
48% shop
89% plan ahead to visit
historical sites, museums,
restaurants, etc.

Print Advertising

Web Advertising

Contests

Articles

As Managing Director with
Discover Mediaworks, Greg
works with communities,
Counties, and State, for content
development of the 52 week
television series “Discover
Wisconsin.” He also develops
content for the 7 weeks of
National television programs
Greg Smith
that promote Wisconsin
Ma na g in g Dire c tor
Tourism each year on the
Dis c ove r Me dia wo rks
Travel Channel. In his 23 years
in marketing he has worked in
both Radio and Television.
Topics: Discover Mediaworks and Wisconsin Highway 51’s
partnership & an interesting multi-state proposition.

Aired 3 times with 400 – 500 inquiries generated per showing

• 20+ years experience
• High-Definition video production
• Full staff of writer/producers, videographers,
editors, designers, and engineers
• HD acquisition and editing, 2D/3D animation,
closed captioning, DVD encoding/authoring,
duplication, video streaming
• Series Development
• Discover Wisconsin, Into the Outdoors,
American Snowmobiler, ATV Illustrated TV,
Wisconsin Dairy News, and more
• Online Solutions
• Back end systems, CMS, CRM
• Web site design and development
• Integrated Communications
• Public relations and earned media

TELEVISION NETWORK

DiscoverWisconsin.com
(2) Year “Drive to Destination” Web page
•DWMN will create a specific web page for your
Destination” featuring additional information.
•Direct Web links to “ Destinations” websites.
•Request for vacation materials
•E -Newsletters
•Hot Deals /V acation Packages
•M onthly Contests
•S treamed Trailer V ideo clip of the program on
your destination page

Production:
Radio programs were featured about
destination activities, events, and
attractions.
Airtime:
Radio programs are broadcast over a
(2) years period, throughout our
syndicated DW-Radio Network.

DistributeTourism
Mate rials
Discove Wis
r cons Cale
in ndar
20,000 Printed

Press Releases
D iscover Wisconsin “ Choice Destination” B adge

… On a National Stage
Brought to you by

Ready To Go Designs & Tools

Ready Made Relationships

And
now
the
road to
a great
partner
ship is

k
n
a
h
T
!