423. Lessons from Minocqua's Tourism Transformation, with Krystal Westfahl

This episode of Destination on the Left is the last in the series of three episodes where we dig into tourism in the Northwoods of Wisconsin and the unique strengths and challenges of each of the three DMOs. This week, Krystal Westfahl, President and CEO of Let’s Minocqua Visitors Bureau, shares the decade-long journey of her Chamber of Commerce as it became a visitor’s bureau and then rebranded to align better with the area she represents. We’re discussing the importance of having a clear vision of who you are and who you serve and how to evolve your brand to set your destination up for growth.

What You Will Learn in This Episode:

• How Krystal’s background in natural resources and nonprofit management aligns with her current role in tourism marketing
• The importance of having a clear vision and defined roles to eliminate confusion and increase effectiveness
• How Krystal’s region works collaboratively with other DMOs to promote tourism across the region
• What strategies Krystal and her team used to refresh their brand and the importance of leveraging the recognized name ‘Minocqua’ for marketing
• Why effective communication and community input are vital in successfully launching and managing a DMO

Rebranding a Shared Vision

Krystal and I discuss her decade-long journey transforming a chamber of commerce into a vibrant visitor bureau. A key part of this transformation was rebranding. The move to a visitor bureau needed a carefully planned branding strategy that matched the destination’s mission to invite more visitors to the area. The bureau leaned heavily on the distinctive term Minocqua, not just for its uniqueness but for its longstanding recognition among newcomers and long-time visitors as evoking the Northwoods experience.

Rebranding isn’t just about altering logos or names but understanding and sharing your core values and visions. The Minocqua rebrand involved carefully planting a flag on shared community values.

Collaborative Growth in the Northwoods of Wisconsin

Operating in Oneida County, the Let’s Minocqua Visitors Bureau is a huge collaborative success that has brought together multiple municipalities under a shared purpose. This cooperative model supports their mission, the economic uplift of Minocqua, Arborvita, Hazelhurst, and Woodruff, through joint marketing and seamless visitor engagement.

The rebranding effort went beyond aesthetics, incorporating strategic input and widespread survey data to ensure the new identity resonated with everyone, from local businesses to tourists. Krystal describes this collaboration as a rising tide lifting all boats.

Lessons in Branding Strategy

From her experience, Krystal offers invaluable insights into the rebranding process for other DMOs considering a similar path:

• Take Your Time: Effective rebranding is not rushed. Krystal advises allowing one to two years for research, surveys, and stakeholder engagement to guide the rebranding journey.
• Understand Your Audience: Build a deeper understanding of community perceptions and visitor expectations. A brand should authentically reflect the values of the place it represents.
• Beyond the Logo: A brand encompasses more than visual identity. It is an organization’s mission, vision, and strategic action, all working cohesively.
• Communication is Key: Open communication with local communities, businesses, and visitors ensures clarity and strengthens the shared vision.

Resources:

• Website: https://www.minocqua.org/
• LinkedIn Personal: https://www.linkedin.com/in/krystalwestfahl/
• LinkedIn Business: https://www.linkedin.com/company/minocqua-visitors-bureau/

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