Lincoln County board nominated for Governor's Tourism Award

LINCOLN COUNTY – The Lincoln County Board of Supervisors has been nominated for the Governor's Tourism Award.

The board is nominated in the Bright IDEA category, which “recognizes a project or initiative that is driving meaningful impact for visitors by advancing or supporting inclusive, diverse, equitable or accessible (IDEA) tourism in Wisconsin,” according to Discover Wisconsin.

“Eligible nominees champion meaningful change – whether through a project, promotional campaign, partnership and/or ongoing initiative – that fosters a welcoming environment and authentic experience for all visitors,” Discover Wisconsin stated.

A release from Lincoln County Clerk Christopher J. Marlowe said the recognition “celebrates the board's innovative strategies and impactful contributions to Wisconsin's tourism industry.”

“Facing population decline and stagnant growth, the Lincoln County board embarked on a strategic planning process, rebranding the county as ‘Where the Northwoods Start and Your Adventure Begins,’” the release stated. “The board's vision statement, emphasizing preservation and community, guided actionable steps towards revitalization. “

The release noted that the board implemented a vetting process for American Rescue Plan Act (ARPA) funding, “prioritizing projects that aligned with economic growth and tourism development.”

“Significant investments were made in outdoor recreation, support for Chambers of Commerce and Economic Development and marketing initiatives,” the release said. “Collaborations with the (Wisconsin) Department of Transportation and local partners further enhanced tourism accessibility, with initiatives like the installation of accessible kayak launches.”

The board’s actions have “advanced inclusive tourism by fostering collaboration and ensuring opportunities are available to all,” according to the release.

“Strong partnerships with local chambers, townships, cities and organizations like Uniquely Wisconsin and Discover Wisconsin have created a shared vision for promoting year-round outdoor recreation,” the release said.

The release also pointed to the “wide array of attractions and experiences” offered in Lincoln County, including the Northwoods Fall Ride, ATV/UTV trails, dog sledding, hiking, fishing, snowshoeing, mountain biking, kayaking and horseback riding, as well as “unique dining and shopping experiences” that “further enhance the visitor experience.”

“The county's strategic plan and marketing efforts have successfully drawn visitors and boosted the local economy,” the release stated. “According to the Wisconsin Department of Revenue, Lincoln County has seen a significant increase in sales tax revenue in 2024, surpassing the record-breaking year of 2023.”

The nomination for the Governor's Tourism Award “recognizes the hard work and dedication of the Lincoln County Board and its community partners in fostering a thriving and sustainable tourism industry,” the release said.

"We are honored to be nominated for this prestigious award," said Board Chair Jesse Boyd. "This nomination is a testament to the hard work and dedication of our team, as well as the many businesses and organizations that make Lincoln County a great place to visit."

The Governor's Tourism Awards will be presented at the Wisconsin Governor's Conference on Tourism (WIGCOT) on Tuesday, March 11, in La Crosse. Boyd will represent Lincoln County at the conference and is “hopeful he will be bringing home the award,” according to the release.