Perfect vision is 20/20, but when it comes to the calendar year of 2020, we all know it has been far less than perfect. In my position at Green County Tourism Director, I’m always working in advance of the season. Toward the end of 2019, I was busily planning, coordinating and organizing — everything from marketing campaigns and event calendars, to concerts and festivals. So of course it was disappointing to see things rescheduled, put on hold, and ultimately cancelled. In a “normal” year, Green County Tourism’s main target markets are Chicago, Northern Illinois and Southern Wisconsin. When the pandemic began, I questioned the prudence of marketing to Chicago, with so many COVID-19 cases there. When cases increased here (and as Chicago and Illinois have gone through various stages of quarantine), I questioned the return on investment for marketing to that region at all. More recently, I aligned with Wisconsin Tourism’s plans for an in-state only target market for this Fall. In addition to overall reduction in visitors this year, the following have significantly impacted tourism in Green County: no tours at New Glarus Brewing Company and Minhas Craft Brewery, closing of Swiss Colony Outlet Store and New Glarus Historic Village, reduction in hours at National Historic Cheesemaking Center, and periodic closing of signature dining at locations like Turner Hall of Monroe and Baumgartner’s Cheese Store & Tavern.  Also resulting in significant negative impact on tourism: cancellation of major events like the Green County Cheese Days Festival, New Glarus 175th Anniversary, Monroe Balloon and Blues Fest, and New Glarus Oktoberfest, among others. Along with the cancellation of the New Glarus 175th came the cancellation of associated Swiss family reunions, and visits by delegations from Switzerland. Cheese Days alone draws an estimated 100,000 visitors over the weekend — with some families and groups lodging at properties throughout the county in the week preceding the festival and into the following week. Additional revenue from lodging, dining, and shopping was lost with cancellation of bus groups for 2020 — a trend likely to continue through 2021. Green County Tourism normally leads a threeway cooperative marketing effort combining county funds along with room tax allocations from New Glarus and Monroe. In addition, Green County Tourism maximizes return on investment by taking advantage of cooperative marketing opportunities presented by the Wisconsin Department of Tourism. I recently submitted a “TRAVEL” grant (Tourism Relief to Accelerate Vitality and Economic Lift) that awarded $38,750 to Green County Tourism for a November-December 2020 destination marketing campaign. Video and photo assets funded by the grant can be used beyond the time period of the grant campaign. Green County Tourism is ready to pivot and change direction as needed. I actively follow traveler sentiment surveys and regional tourism trends. I pursue public relations leads, attend timely webinars (example — upcoming series on building outdoor tourism opportunities), and recently completed a class to improve in-house graphic design capabilities. I am currently pursuing opportunities to learn the latest with digital media. As we look ahead to next year, there are many uncertainties with regard to developing a marketing plan. Marketing plans to reach the Chicago/Illinois market are completely up in the air at this time. No one can predict when/if Illinois will again be a viable target market. Rumor has it that Wisconsin Tourism will release another round of grant funding — and obviously I will take advantage of that opportunity if presented. On the bright side, marketing plans for 2021 include a significant investment in digital and social media, which will allow for greater flexibility in target market and timely messaging in what is sure to be an uncertain year for tourism.

 — Noreen Rueckert is director for Green County Tourism and Green County Cheese Days. Her favorite cheese is rumored to be Feta. She has the best office in the county — overlooking Monroe’s Square from the tower of the Historic Green County Courthouse. She dabbles in photography and graphic design, adores cats and iced coffee, and secretly loves the Cheese Days Song