On this episode of Destination on the Left, Jacqui Sharpe, Executive Director at Three Lakes Area Chamber of Commerce shares a fascinating journey of transforming a small town’s tourism landscape by tackling significant hurdles like the lodging shortage. She discusses the innovative steps they are taking to attract a hotel developer, address restrictive short-term rental ordinances, and harness community collaboration.
What You Will Learn in This Episode:
- How Jacqui navigated through the unique challenge of having high tourist interest but limited lodging in Three Lakes
- Why Jacqui believes collaboration and partnerships are critical for addressing community challenges and fostering economic development
- How the community’s history and natural resources have shaped Three Lakes as an attractive tourist destination
- Why the short-term rental ordinance and lack of hotels present a significant economic impact challenge, and what steps Jacqui is taking to address these
- What Jacqui has learned from collaborating with the Wisconsin Economic Development Association and others
Navigating Tourism Challenges in Three Lakes, Wisconsin
The challenges faced by Three Lakes, Wisconsin, underscore a common issue in the tourism industry: balancing development with maintaining a small-town charm. For Jacqui’s community, attracting visitors isn’t the problem; it’s where to accommodate them. The community faces significant challenges due to lodging restrictions. Local ordinances require a minimum seven-day stay for short-term rentals, and a lack of hotel infrastructure following the loss of a downtown hotel in 2019 has resulted in a scarcity of lodging options. This means that visitors often stay elsewhere, taking their economic potential with them.
This is why Jacqui and her team have been proactive in attracting new lodging developments. By emphasizing suitable lodging options in tourism-driven economies, they aim to inject a projected $13 million into the local economy over the next five years.
Collaborative Initiatives
Collaboration is at the heart of Jacqui’s strategy to tackle lodging shortcomings. Her efforts with other DMOs to form a cohesive tourism department underscore a regional approach to development. Jacqui aims to fill the lodging void with developments that reflect community values and needs by aligning with economic development associations like the Wisconsin Economic Development Association (WEDC) and forming partnerships with hotel companies like Cobblestone.
Establishing a new hotel, which is projected to open in 2026, is a major milestone. The project, supported by local banks and investors who require fewer incentives, will address the existing lodging gap while respecting and enhancing the small-town ethos vital to residents and returning visitors.
The emphasis is reinvesting growth into the community through initiatives like community development funds. This ensures that economic benefits translate into tangible improvements for local residents, preserving the town’s charm amid change.
Resources:
- Website: https://www.threelakes.com/
- Instagram: https://www.instagram.com/threelakeswi/
- LinkedIn: https://www.linkedin.com/in/jacqui-sharpe-50482a15/
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This is the second of a series recorded at the ABA Marketplace. In it, we discuss how the industry is evolving, the biggest opportunities ahead, and strategies shaping travel’s future. Enjoy hearing from five inspirational tourism leaders about topics including the rise of slow tourism and experiential travel.
In this episode, you’ll hear from these extraordinary leaders:
- Jennifer Tremblay Moore: https://www.linkedin.com/in/jennifer-tremblay-moore-b3014b73/
- Jana Kaylor: https://www.visiteurekasprings.com/
- Barry Surman: https://www.linkedin.com/in/barry-surman-3b23a81/
- Annette Morejon: https://www.linkedin.com/in/annette-morejon-mba-31a17b19/
- Adam Halay: https://www.linkedin.com/in/adam-halay-b94276140/
Insights from ABA Marketplace in Philadelphia
My five guests discuss the evolving preferences of travelers and why the trend toward unique personalized experiences is picking up speed, the value of ABA Marketplace, and the importance of building genuine connections with industry partners.
Jennifer Tremblay Moore, the Marketing and Communications Manager at the Wild Center
Jennifer discusses the appeal of nature-based travel as people increasingly seek deeper connections with nature. She highlights new features at the Wild Center, like the extended Fen Trail and interactive exhibits such as the giant eagle’s nest and gorgeous resident river otters, which aim to reconnect visitors with the outdoors. Jennifer emphasizes the Center’s commitment to accessible and inclusive experiences that cater to all groups, including students and seniors.
Jana Kaylor, Group Sales Manager for Eureka Springs
Eureka Springs is a hidden gem, ideal for relaxation and an escape from the hustle of everyday life. Jana is keen to let people know all about her destination. She describes its extensive outdoor and cultural offerings, from kayaking and biking to exploring historic hotels and haunted sites. Jana loved attending ABA because it was such a great educational experience. Industry partners are willing to share advice and make genuine connections.
Barry Surman, Deputy Director of Tourism and Film for Westchester County, New York
Barry explains why the current trend is toward more specialized and personalized travel experiences with smaller, more tailored tour groups. He also explains why he appreciates the hospitality and culture of cooperation within the tourism industry so much and how ABA Marketplace exemplifies that. Barry also discusses the networking opportunities that help build collaborations and connections with industry partners.
Annette Morejon, President of North America for Whisper Systems USA
The key topic of my discussion with Annette centers on upcoming innovations in Whisper Systems USA tour-guide audio systems, including AI integration for real-time translations, which will enhance user experiences. Anette reflects on her 25-year career in tour guiding and tour management, noting a shift toward smaller, more personalized travel experiences that offer deeper cultural connections. She sees ABA Marketplace as an excellent place for networking and keeping abreast of industry trends.
Adam Halay, Assistant Sales Manager at the National Baseball Hall of Fame and Museum
Adam shares why he’s so enthusiastic about upcoming exhibits, including one focusing on Japanese-American baseball. He talks about creating exclusive, behind-the-scenes travel experiences to meet travelers’ evolving desire for more personal interactions. Adam stresses the importance of building genuine relationships at industry events like ABA Marketplace, which he believes are crucial to allowing DMOs to share their stories and engage visitors on a deeper level to boost tourism to their destination.
We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
On this episode of Destination on the Left, we are doing something different. Earlier this month, we hosted a webinar on the effects of policy and headlines on cross-border tourism. This was the first of a series of community conversations that we will be hosting this year.
In this webinar, we invited 5 expert panelists to talk about Canadian-U.S. Tourism. The conversation was forward-focused and collaborative, and our panelists shared openly, candidly and provided actionable insights and ideas for strengthening cross-border tourism between Canada and the US. That is why we decided to replay the audio from this webinar here on Destination on the Left.
In this episode, you’ll hear from five inspirational tourism and travel media professionals:
- Vince Accardi, President of Ontario Motor Coach Association
- Corey Fram, Director of Thousand Islands International Tourism Council
- Richard Arnold, Owner of Atlantic Tours Canada
- Catherine Dawson March, Travel Writer and Editor of The Globe and Mail
- Christopher Mitchell, Canadian Travel Influencer from Traveling with Mitch
Ideas to Build Community and Collaboration
We examine the impact of recent policy changes and tariffs on cross-border tourism between Canada and the US. Our knowledgeable industry experts share their perspectives on the current Canadian sentiment toward US travel, potential economic impacts, and the power of tourism as a connector during challenging times.
Vince Accardi, President of Ontario Motor Coach Association
Vince emphasizes the longstanding economic and cultural ties between Canada and the U.S. in tourism. He highlights the importance of staying invested in cross-border partnerships even during challenging situations and the importance of open communication and collaboration between tour operators, destinations, and consumers to counter the negative effects of current political climates.
Corey Fram, Director of Thousand Islands International Tourism Council
Corey shares insights from the unique position of a binational destination. He pointed out the historical patterns of cross-border travel challenges, such as those post-9/11, and the impact on travel sentiment. He also stresses the importance of maintaining face-to-face communication and building strong relationships at the local level to ensure continued collaboration across the border.
Richard Arnold, Owner of Atlantic Tours Canada
Richard discusses the deep-rooted connections between Atlantic Canada and the U.S., particularly New England. He frankly expresses that Canadians’ sentiments toward current political issues have also led to hurt feelings. However, he remains optimistic about the tourism sector’s resilience and values the importance of storytelling and media campaigns to remind Canadians and Americans of their longstanding friendly relations and shared histories.
Catherine Dawson March, Travel Writer and Editor of the Globe And Mail
Catherine offers her insights into the editorial perspective on the situation. She discusses the shift in Canadian sentiment toward travel to the U.S. due to current trade issues. Catherine highlights the challenge of running U.S.-focused stories during such times and expresses the responsibility of media professionals to handle content carefully to avoid inflaming existing tensions.
Christopher Mitchell, Canadian Travel Influencer from Traveling With Mitch
Chris speaks about maintaining personal and professional relationships beyond political narratives. While acknowledging the challenges posed by the current climate, Chris emphasizes the value of sharing local stories that highlight human connections and positive experiences. He stresses the role of travel influencers and creators in shaping narratives that transcend political disputes and support ongoing dialogue between Canadians and Americans.
It’s clear that despite the hurdles posed by tariffs and political rhetoric, the tourism relationship between these two countries remains resilient. The panel urges open communication, and strategic partnerships to nurture this vital economic and cultural bond. As communities, companies, and governments on both sides of the border navigate these complexities, the overarching message is one of patience, optimism, and a shared commitment to a future where tourism flourishes, unhindered by current and future challenges.
We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
This is the first of a two-part series from the ABA Marketplace, in which we discuss how the industry is evolving, the biggest opportunities ahead, and strategies shaping travel’s future. In this episode, you’ll hear from five inspirational tourism leaders about topics including the rise of slow tourism and experiential travel.
In this episode, you’ll hear from these remarkable leaders:
- Sally Altman, Director Of Global Sales From Travel Advocates: https://www.linkedin.com/in/sally-altman/
- Mitch Bach, CEO of Trip School: https://www.linkedin.com/in/mitchellbach/
- Marlene Kay Smith, Sales Manager Of Traverse City Tourism: https://www.linkedin.com/in/marlenekaysmith/
- Lew Myers, III, Director Of Policy, Research, And Impact At American Bus Association: https://www.linkedin.com/in/lew-myers-iii-38b605126/
- Joe Lannan, Executive Director Of Visit French Lick West Baden: https://www.linkedin.com/in/joelannan/
Insights from ABA Marketplace in Philadelphia
Join us for some golden nuggets from the American Bus Association (ABA) Marketplace in Philadelphia. We’ll explore how the travel sector is evolving, uncover some significant opportunities on the horizon, and discuss strategies driving the future of travel.
Sally Altman, Director Of Global Sales From Travel Advocates
Sally highlights Travel Advocates’ ability to address last-minute hotel sourcing needs and discusses the value of networking and volunteering at shows like ABA for building relationships. She emphasizes listening to colleagues and clients and integrity as keys to her success. For her, it’s those long-term relationships, not just short-term transactions, that drive her career.
Mitch Bach, CEO of Trip School
I loved hearing Mitch Bach, CEO of Trip School and host of the Tourpreneur Travel Business Podcast, share his thoughts on the travel industry’s shift toward building communities and why success lies in building emotional connections with potential clients. He advises new professionals to network actively at events like ABA; his philosophy is to ‘smile and say hello to everybody’!
Marlene Kay Smith, Sales Manager Of Traverse City Tourism
Marlene shares her excitement for upcoming opportunities in 2025, like Traverse City’s international fireworks and its growing collaboration with local partners to attract visitors. She talks more about the trend for “slow tourism,” where travelers favor immersive experiences and connections with the environment. She fondly describes ABA Marketplace as a place to form deeper connections and foster valuable business relationships.
Lew Myers, Director Of Policy, Research, and Impact at American Bus Association
Lew and I discuss the importance of data-driven research and policy advocacy to support the bus and tourism sector. He discusses the foundation’s initiatives, such as scholarships, fundraising events, and research efforts, to strengthen the industry’s competitiveness against other travel modes, such as airlines and cruises. He describes ABA Marketplace as a vibrant, relationship-centered event akin to a family reunion.
Joe Lannan, Executive Director Of Visit French Lick West Baden
Joe focuses on his plans to strengthen local partnerships to improve visitor experiences at his destination. As a leader new to the travel and tourism sector, we discuss why he prioritizes empathy, data-driven decision-making, and collaboration as a leader. Joe appreciates ABA Marketplace as an invaluable platform for networking and gaining fresh perspectives.
We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!