Gateway to the Driftless asks Heights for $2500 donation

Chris Long, executive director of Gateway to the Driftless, gave the Wisconsin Heights school board an update on last year’s progress. He was requesting a $2500 donation from the district to go towards a matching grant from the Wisconsin Department of Tourism. Gateway to the Driftless is a non-profit organization whose aim is to market the local area, part of the Driftless region. Long described the focus as the Black Earth Creek watershed, stretching south towards the Military Ridge and north into the Lower Wisconsin Riverway. “We have a unique concentration of natural resources,” explained Long, noting that the area is close to the urban core of Madison and Chicago. He said the first step is to market outdoor recreation activities. The aim is to get the word out to a broad regional audience. “Outdoor recreation crosscuts so many demographic groups,” said Long. The marketing campaign is directed at a seven state area: Wisconsin, Minnesota, Illinois, Iowa, Indiana, Michigan, and Missouri. The group’s website, launched last August, has seen a consistent increase in traffic. It is searchable, listing recreation activities and local businesses. The group also has a Facebook page, and has expanded into print and digital media over the past year. Word of mouth is a primary driver to marketing right now. Gateway to the Driftless has attended regional trade shows to distribute information. Speaking about local conservancies, free areas for visitors to experience nature, Long said, “We take them for granted; it’s not true in the rest of the state.” Long said the aim is to get people for the first time. That would be a stepping stone to recruit workers and new residents. Long also wants to work on infrastructure development, including lodging, dining, and other amenities. Gateway is holding an appreciation day at Wolf Run Trail on October 26, where people can learn about the opportunities and experience them first hand. He also noted the regional trail project possibilities. A new trail is almost done going from Cross Plains to Salmo Pond. The Great Sauk State Trail provides access to Sauk County. In addition, Dane and Sauk Counties are currently conducting a study for a pedestrian bridge over the Wisconsin River just downstream of Sauk City. “The railroad is starting to warm to the idea of giving a significant amount of trackage to a trail project,” said Long. This would stretch from the proposed Wisconsin River bridge south to Mazomanie and connect to the Wolf Run Trail. The total cost of the marketing study is $40,000. The Department of Tourism will match a $40,000 contribution. The funds would go towards Vandewalle, a consulting firm that has worked with Mazomanie and Black Earth. The payments are due in 2020, although Long would like to see commitments as soon as possible. “This is seed money,” explained Long. It’s called a JEM grant, which stands for joint effort marketing. Gateway to the Driftless is asking the villages of Mazomanie and Black Earth for $5,000 each, the village of Arena $2,500, the area townships $2,500, and $2,500 from the school district. “How are you measuring success? “asked board member Gary Damaschke. “Anecdotal evidence is the best we can do. We hear from businesses in terms of people coming into the shop,” said Long. He said the idea behind the study is to establish metrics to measure success. Board member Barb Statz said, “We need to have some system of approval to allocating these funds.” “From the outset a principal constituency of the partnerships has been with the school district,” said Long. Contacted after the meeting, district administrator Jordan Sinz said that partnership in the past included providing an easement for the Wolf Run Trail, which runs across district property; writing letters of support for the organization; and hosting meetings for the Gateway to the Driftless in school buildings. “I would feel more comfortable if maybe that partnership [with the district] was more visible, benefiting you and us.,” said Barb Statz. Long said the organization is also partnering with the local chambers of commerce, including Cross Plains. The group has not asked the Middleton-Cross Plains school district for a donation; “We feel its important to build capacity here,” said Long. “I fully support this,” said Damaschke, “if we spend $2,500 and get one family, that’s four times coming back to [the district].” The donation was tabled for the board to further discuss it. In other news, Black Earth and Mazomanie principals Scott Moore and Dale Green told the board the start of school went about as expected, with one exception. “There was no air conditioning the first day, so that didn’t happen as we planned, “ said Moore.