On this episode of Destination on the Left, I talk with Lauren Sackett, CEO at the Rhinelander Area Chamber of Commerce in Northern Wisconsin and Vice Chair of the Oneida County Tourism Council. We discuss her destination’s commitment to becoming more inclusive and accessible and why this is a positive business decision. Lauren also digs into how hosting events like the US Deaf Golf Championship and Ski for Light provided practical insights that shaped their current accessible initiatives.
What You Will Learn in This Episode:
- How Lauren and her organization are focusing on making Rhinelander more inclusive and accessible for diverse travelers
- What innovative strategies Lauren and her team are implementing to enhance accessibility, including detailed trail mapping and improved website information
- Lauren shares the experience and impact of hosting events such as the US Deaf Golf Championship and Ski for Light, and how these have helped shift perspectives on inclusivity
- How the creative approach to the region’s mythological mascot, the Hodag, has become a great tourism driver for Rhinelander
- Why the formation of the Northwoods Chamber Collaborative has been a successful model for idea sharing and regional support
The New Face of Cooperative Tourism
At the core of Rhinelander’s tourism growth is coopetition, and Lauren emphasizes that when neighboring destinations work together, they create greater potential for shared success. Through the Northwoods Chamber Collaborative, DMOs and chambers gather quarterly to share insights, tackle common challenges, and support collective growth. This collaboration builds an ecosystem of shared learning and resource optimization.
Promoting Accessible Travel
A strong commitment to inclusivity and diversity underpins Rhinelander’s tourism approach. They place a huge emphasis on equipping their website with features that support minority-owned businesses and ensure accessibility details are readily available.
The introduction of detailed GIS mapping for trails has also seriously boosted accessibility awareness, providing visitors with important information about trail conditions and amenities. This is especially important in 2025, when travelers value destinations where they feel welcome and accommodated. It translates into longer stays and stronger economic impacts on destinations.
Hosting events like the US Deaf Golf Championship and Ski for Light provided practical insights that shaped current initiatives, such as developing printed and digital trail guides enriched with GPS features to enhance visitor experience. The local community has also been keen to display support through window stickers, and their grassroots enthusiasm underscores the region’s commitment to transformation, not just for tourists but for local residents too.
Redefining Success Stories in Tourism
Rhinelander’s approach to tourism isn’t just about increasing visitor numbers; it’s about crafting memorable experiences that resonate with diverse audiences. The town, famously associated with the mythical Hodag, harnesses this culturally significant symbol, featuring it in festivals and marketing materials.
Resources:
- Website: https://oneidacountywi.com/#
- LinkedIn Personal: https://www.linkedin.com/in/lauren-sackett-b2a5a59a/
- LinkedIn Business: https://www.linkedin.com/company/rhinelander-chamber/
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