Here & Now

Sec.-Des. Meaney on Tourism, Office of Outdoor Recreation

Frederica Freyberg:
Tourists in Wisconsin spend an average of $18 billion a year on outdoor pursuits. That’s according to the Department of Tourism, which is looking to expand on that idea. In tonight’s inside look, Zac Schultz sat down with Tourism Secretary-designee Sara Meaney in an ongoing series where we hear from Governor Tony Evers’ cabinet members. Zac started by asking her what the department’s new Office of Outdoor Recreation plans to do.

Sara Meaney:
What we’ve seen around the country is actually a trend of greater focus on outdoor recreation and the same is true in Wisconsin. Wisconsin relies really heavily on outdoor recreation and in fact over $18 billion of economic impact is directly as a result of outdoor recreation and 168,000 jobs in the state are outdoor recreation related. So what it’s intended to do is actually take what is already an existing strength and connect more entities, organizations and activities together to build upon that strength and build greater economic activity. So really we’re looking to build more jobs, attract more businesses, increase community connectivity as a result of outdoor recreation and of course attract more visitors.

Zac Schultz:
Tourism already promoted the outdoors, so why do you need a new office to do that?

Sara Meaney:
This is true. Outdoor recreation has always been a part of the story we’ve been telling coming out of tourism. The Office of Outdoor Recreation doesn’t exist solely to promote outdoor recreation. Instead it’s actually meant to uplift and connect the parties that actually work together to ensure the success and growth of the outdoor rec industry. So think of it as an economic development activity as well as a promotional activity, but ultimately it’s about bringing more people to the table to share goals.

Zac Schultz:
So is this focus more on out of state or in-state people?

Sara Meaney:
Actually the answer is both. So we know about just under 70% of Wisconsinites participate in outdoor recreation activities on a regular basis but we also know that outdoor recreation is the number one reason people come to the state of Wisconsin from out of state. So those two things together only make sense that we want to put an additional focus on that and put our money where our mouth is, really. We should be using more data. We should be focusing on research. We should be looking to opportunities to have more collaboration among entities that are already doing similar work, or who can benefit from each other’s expertise.

Zac Schultz:
Is there a shift in philosophy at the Department of Tourism compared to the last eight years under Governor Walker?

Sara Meaney:
I mean, I think that’s hard to comment on. What I can say is one of the things we’re focusing on moving forward is making sure that we have the best data and the best information we can to make great decisions on behalf of the taxpayers of the state of Wisconsin. I mean, primarily the work that we do out of the Department of Tourism is drive economic growth. It’s an economic engine. It’s the third largest industry when you look at tourism as a composite industry, and it’s nearly 200,000 jobs. So what it really is, is it’s a play to ensure the success and health of a major industry in our state while at the same time much of our activity is about promoting awareness and participation among travelers.

Zac Schultz:
According to the Wisconsin Statewide Comprehensive Outdoor Recreation Plan, we need to find more places for people living in our cities to enjoy the outdoors. Is that something that this office will look at or is that a different area?

Sara Meaney:
Well, the SCORP that you’re referencing certainly coming out of the DNR is an important piece that will guide the work of the Office of Outdoor Recreation. This is not meant to actually duplicate but instead work in collaboration with and in parallel with the plan that is already in place on behalf of the DNR. So the work will not be so much overlapping as it will be building off of one another. I work very closely with the secretary of the DNR. He and I are very much in agreement that our work is about collaboration. So I’m looking forward to being able to take what is such a strength of DNR and their knowledge of our lands and waters and then adding to that a layer of promotion and engagement from around the state.

Zac Schultz:
A lot of tourism ads where what we’ve showcased of come explore seems to be driving people to the outdoors, the rural environment, or the north woods. Does there need to be a showcase more on what we have in our urban areas?

Sara Meaney:
Well, I mean, that’s always an important balance that we have to strike, right? Certainly the two largest visitation centers of our state are the two largest cities of our state. That’s simply by volume. However, we also know that, research tells us, the awareness of especially non-Wisconsinites, the awareness of our cultural heritage, museums and, you know, food and city attractions is actually lower than it should be. That’s not to say that the efforts haven’t been there to do that or that the focus has only ever been on outdoor recreation. What’s important is we strike a balance so people understand the full breath of what it is we have to offer. Now how does that play out? No one visitor goes to a new place to do one thing. They want to do a variety of things. And the good news is, Wisconsin has incredible activities both inside and outside, and all four seasons of the year. So that’s what our work is going to be focusing on. Certainly that means moving people around the state, not simply staying in one area.

Zac Schultz:
The report talked about the growing populations in both the Latinx and African-American communities in Wisconsin. What are you doing to reach out to those communities?

Sara Meaney:
That’s great. So we have a lot of work to do. Wisconsin is actually falling behind its neighbors in terms of attracting visitors of color. It’s something that we need to do intentionally and with eyes wide open. We will be seeking in the future input from a much more diverse group of people to help advise us on the best ways to do that. But that’s the responsibility of our promotion. That’s the responsibility of our attractions and our regions to ensure a welcoming environment but also make sure we’re offering the things to do that people are looking to partake in. And again, data and research is helping us understand that even better, and then we can align how we promote ourselves and how we actually develop our attractions.

Zac Schultz:
When you look at the Travel Wisconsin website, you see mostly white people and white families enjoying things. And when there are representations of people of color, it’s often in an urban environment doing urban things. Would you want people of color, communities of color to go camping, go to the north woods, take up fishing and hunting?

Sara Meaney:
Absolutely. Absolutely. We actually know people already do. The participation in outdoor activities is kind of without color, but not in all equal participation rates. So what we have to do is keep in mind that not everyone does all same things at the same rates, and yet our offering is available to all and needs to be welcoming to all, and that work is still ahead of us.

Zac Schultz:
The Republican-controlled Senate has yet to confirm any of Governor Evers’ cabinet secretaries, you included. Does that impact how you’re able to do your job?

Sara Meaney:
No, frankly it does not. I’m certainly excited to get the stamp of approval when that comes around, but my day is still exactly what it was intended to be. I’m still at the table doing the work I said I was here to do. It hasn’t changed anything, and I think I’m really proud of the work we’ve done in basically 6 1/2 short months. We’ve achieved quite a bit and I think the tourism industry would agree with that. So looking forward to that.

Zac Schultz:
Do you think the lack of confirmation gives the Senate any more leverage over any decision you might make?

Sara Meaney:
I don’t believe so, no. I think my work stands for itself and the work of the department is guided by a strategic plan that received input from, you know, a lot of people from around the state within the tourism industry. So frankly tourism is non-partisan. It’s not red, it’s not blue, it’s green. It’s about money. It’s about economic development and that helps everyone and that affects 72 counties of our state.

Zac Schultz:
Thank you very much for your time.

Sara Meaney:
Thank you.