Wisconsin Dells Convention Hosting Stage II - Local Marketing Principle

The Village of Lake Delton has given the Kalahari Resort 10 million publicly collected dollars to build a convention center ( 212 thousand square feet ) capable of serving large regional - national groups.  This is expected to attract a whole new population of shared customers in to the Wisconsin Dells area.

The Wisconsin Dells area lacks the available hotel rooms to meet the needs of larger groups renting space in the new Kalahari Resort Convention Center.   The Village of Lake Delton to compensate - is providing financial incentives to franchise hotel operators who locate in the Wisconsin Dells area.

The Wisconsin Dells area lacks the population to staff the new convention center and the many franchise hotel operations being brought in to the area.  To compensate the Village of Lake Delton is providing financial incentives to property owners who construct housing for temporary staff on their land.  The housing is designed to serve individuals coming temporarily to work in the Wisconsin Dells area through the J1VISA Program.

The typical J1VISA Program worker stay in Wisconsin Dells is 90 days and there is 30 days allowed for travel time. The Village of Lake Delton has given 750 thousand dollars per building to Noah's Ark for the construction of 2 buildings to house J1VISA Program workers -for a total investment of 1.5 million dollars. .  This huge investment of public resources through the Village of Lake Delton demonstrates the J1VISA Program workers are being categorized as a visitor population served by the area.

The Wisconsin Dells community is overly dependent upon higher and higher numbers of J1VISA Program workers to economically function.  This means the local marketing principle has split and now requires promotional efforts designed to attract both visiting families and J1VISA Program workers.

Simply with the entry in to the Wisconsin Dells Convention Hosting Stage II the standard approach to marketing has changed to focus on two aggregate categories rather than the traditional one.  Local principle marketing in the Wisconsin Dells area must now communicate on varied media levels to attract :

1. Visiting families as tourists and convention attendees on vacation

2. J1VISA Program individuals on a beneficial work experience

The need for J1VISA Program workers has increased to require local marketing principles to design communication that attracts ever higher numbers in to the Wisconsin Dells area.  Expect to see stronger marketing aimed at J1VISA Program workers promoting the Wisconsin Dells area as a fun, festive , location to travel in to for a work experience.   The J1VISA Program workers carry a weight that applies to importance very near that of the families coming in to the Wisconsin Dells area for a vacation.