Visit Wausau’s Data-Driven Path to Growth, Strategy, and Recognition
In the heart of Central Wisconsin, Visit Wausau is transforming how rural destinations compete - and win. Under the leadership of Tim White, the organization is using Zartico’s Visitor Intelligence to not only validate strategy and optimize campaigns, but also to elevate placemaking efforts, secure national recognition, and serve as a data-sharing hub for an entire region.
While many small DMOs struggle to prove their impact, Visit Wausau is turning data into action, and action into outcomes.
| “Zartico doesn’t just confirm what we know, it reveals what we don’t. It helps us focus our energy, prove our impact, and see the full picture.” - Tim White, Executive Director, Visit Wausau |
Establishing a Regional Voice Through Data
Wausau’s brand, Wisconsin’s Base Camp, reflects its ambition to lead as both a visitor destination and a convener for the region. Tim and his team use Zartico to support this vision - sharing insights with neighboring counties, validating placemaking investments, and advocating for collaborative projects.
A standout example: the Great Pinery Heritage Waterway, a multi-county initiative that turned underused river launches into the 21st designated State Trail in Wisconsin. The Great Pinery has an estimated economic impact of $6 to $7 million and rising, encompassing all associated spending by paddlers in the area, and is now in consideration for national park status.
| “We used Zartico data to show usage patterns at river launches. When we shared it with the National Park Service, they said, ‘Where did you get this? We've never seen anything like it.’” |
Turning Gut Instinct into Smart Strategy
Like many marketers, Tim trusted his intuition, but Zartico gave him the proof. He used insights to:
- Understand where outdoor rec visitors were coming from
- Justify spending shifts toward higher-return markets
- Pinpoint untapped potential in rural pockets of Marathon County
One data-driven pivot led to increased focus on agritourism in Athens, Wisconsin - a tiny village now generating significant economic activity through gravel biking, farm-to-table dining, and seasonal events.
| "I wouldn’t tell that story if the data didn’t support it. We only have so much budget, the intelligence I get from Zartico helps me invest it where it counts.” |
Improving Event Strategy and Campaign ROI
Zartico's real-time Visitor Intelligence enabled Visit Wausau to significantly improve its event marketing. For instance, data for the Taste’N Glow Balloon Festival, revealed unexpected gaps in audience reach. This insight prompted Visit Wausau to redirect marketing efforts from the Twin Cities, which already has a competing balloon festival, towards Milwaukee. The strategic shift resulted in a 6% increase in visitors from Milwaukee and a more diverse, growth-oriented audience.
Similarly, Wausau 24, the Midwest's largest 24-hour bike race and the second-largest nationwide, saw a significant boost in participation thanks to targeted marketing informed by Zartico data. They also zeroed in on high-income bikers from Minneapolis suburbs - driving smarter placements and sponsorship alignment. This year, racer numbers jumped from 600 to 850, and the July 25-27 race sold out in just two weeks in January.
| “With Zartico, we went from a shotgun approach to a sharp-shooting one. It gave us clarity, precision, and measurable ROI.” |
Visit Wausau uses Zartico's intelligence to do targeted marketing for key events.
Redefining What’s Possible for Rural Destinations
Visit Wausau is flipping the script on what rural destinations can achieve. With Zartico’s Visitor Intelligence, they’re not just keeping up with larger markets, they’re leading with strategy, precision, and economic impact.
“People think advanced data is only for urban DMOs. Not anymore. We’re proof that small destinations can think big, act smart, and get national attention.”
Their story proves that Visitor Intelligence isn’t reserved for big cities or major tourism hubs. It’s a game-changer for any destination ready to act boldly, make data-backed decisions, and unlock new opportunities for growth.
With four recent nominations at the Wisconsin Governor’s Inaugural Outdoor Industry Awards, Visit Wausau is showing what’s possible when data meets vision.
| “We couldn’t do what we do without Zartico’s intelligence. It’s not optional, it’s essential.” |
Visit Wausau received four nominations at the Wisconsin Governor’s Inaugural Outdoor Industry Awards.
Strengthening Stakeholder Confidence and Grant Success
Zartico data has become a rallying cry across their local government.
- 58% of visitors engage in at least two forms of outdoor recreation
- 65% of residents do the same
“When our city treasurer is quoting our Zartico data, you know it’s working.”
Beyond municipal funding, the insights helped Wausau win support from foundations, the Wisconsin Department of Natural Resources, and even national trail organizations - all seeing data as proof of value, demand, and readiness.
Ready to turn guesswork into precision?
Schedule a demo and discover what’s possible with Zartico.