EL tourism weathers the storm
A SLUMPING ECONOMY TAKES
a lot down with it, and that includes the tourism industry in the village of Elkhart Lake.
The year 2009 was a rough one all across the economy, and that was true for the village of Elkhart Lake and its resorts, hotels, bed and breakfast inns, and all of the businesses that support them and cater to their customers.
That was brought home vividly to the Village Board last week when Tourism Director Kathleen Eickhoff presented her annual report on tourism.
The numbers were not good. The village’s lodging establishments saw their revenue drop by more than $800,000, based on room tax revenues, from 2008 to 2009. And the ripple effect on the many businesses in the village which depend on visitors for much of their income — stores, restaurants, taverns and more — was nearly as great, almost $750,000.
The total impact was more than $1.5 million, Eickhoff said. That’s a lot of money to watch just melt away, like winter’s last snow in the warm spring sunshine.
It only goes to show the volatility of the industry that Elkhart Lake depends so greatly upon. A year before, in 2008, when other tourist areas in the state like Wisconsin Dells saw much of their business literally washed away in historic summer flooding, Elkhart Lake was able to increase its visitor income by more than 7 percent.
Unfortunately, the downward-spiraling economy in 2009 meant the village was unable to maintain that momentum.
But things are in place for the village to bounce back, and hopefully it will.
To start with, the economy is being to come back, ever so slowly. As it strengthens, people will restore travel plans they had to eliminate as things got tight, and Elkhart Lake continues to be a welcoming travel destination.
One of the things that makes that so is the excellent job of promoting the village that Eickhoff and her staff do. As Village President Alan Rudnick pointed out, their skill and expertise are valued throughout the state and the region, and that continues to grow.
The village’s Tourism Commission has partnered with the Tourism Alliance of Sheboygan County to get more results for their promotional efforts, and tying in Elkhart Lake’s many attractions to the rest of Sheboygan County’s many attractions can only help boost visitors to the village and to the county as a whole.
The village and its tourism industry have also made efforts to add to the attraction of Elkhart Lake. This year, for instance, Road America will welcome NASCAR racing — one of the country’s most popular spectator sports — to its already attractive list of events. The village and neighboring municipalities are hosting a Great Marathon event Memorial Day weekend, which promises to bring plenty of competitors and spectators to the area. Elkhart Lake, as will the rest of the county, stands to benefit as well from the influx of visitors — and money — the 2010 PGA tournament at Whistling Straits is sure to bring.
There’s no doubt that Elkhart Lake and its tourism industry weathered a tough year in 2009. But, as everyone is fond of saying around here, just wait a few minutes and the weather is sure to change. It surely will for Elkhart Lake’s tourism industry.
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