PAUL UPCHURCH President and CEO ✪ VISIT Milwaukee

Warm Hospitality on the Waterfront

What’s new in your destination that meeting planners are most excited about? In 2011, Cheapflights.com ranked General Mitchell International Airport the coun- try’s third-most affordable airport. Just eight miles from downtown, the airport is also one of the fastest-growing — yet fares are, on average, $108 less than O’Hare’s and $75 less than the national average.

What challenge do you think the meetings industry has successfully overcome in the past year or so? What’s the biggest challenge facing the industry in 2012? In recent years, the struggling economy has caused organizations to cut budgets and question the relevance of meetings. The industry has successfully responded by demonstrating the ROI of meetings and defending the importance of face-to-face interaction. In 2012, the industry will still be dealing with a volatile economy, result- ing in short-term booking windows and attendance fluctuations. Meeting planners — as well as CVBs — must be flexible enough to accommodate this new reality.

How has your organization responded to group requests to incorporate CSR initiatives into their meetings? Have you seen a rise in requests? What unique CSR opportunities does your destination offer for groups? Although we have not noted a significant increase in requests for CSR projects, VISIT Milwaukee has devised its own initiatives. Since 2009, we have donated hundreds of bikes — assembled by staff and potential clients dur- ing our “Build-a-Bike” events at industry trade shows — to local Boys & Girls Clubs.

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WORTHY CAUSE: “Giv- ing back is a win-win strategy for business and community,” said Paul Upchurch. This year, all of VISIT Mil- waukee’s (www.visit milwaukee.org) client events will include a CSR component.

What single asset makes you most proud to represent your destination? Water. Yes, that’s right.

It’s not widely known that Milwaukee enjoys an incredibly beautiful location on Lake Michigan, and at the confluence of three rivers. Throughout the past 15 years, the city has preserved its water resources as well as initiated a number of waterfront attractions and amenities for visitors, including the Milwaukee Art Museum’s Quadracci Pavilion, Discovery World, and a riverwalk that the American Planning Association called a “top-10 great public space.”

CHANGERS 88 pcma convene January 2012

What are meeting professionals asking for now that they weren’t asking for a year or two ago? How are you responding? Due to next year’s uncertain economic forecast, the trend of short-term booking windows may result in even shorter response times. The challenge for CVBs rep- resenting multiple hotels and facilities will be creating a streamlined process with partners to provide quick responses. n

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