Lake County business leaders turn to tourism in 2008

It may come as a surprise to some men that women make the household decisions when it comes to travel.

That's why the Lake County Convention & Visitors Bureau plans to target women in its 2008 marketing campaign to increase tourism.

That was one of the ideas presented Thursday at the Lake County Chamber of Commerce's Forecast Lake County 2008 luncheon.

"Women are looking for experiences when they travel," said Maureen Riedy, convention and visitors bureau president. "They are looking for ways to connect with family."

Riedy said the county needs to develop a strategic marketing approach to attract women between the ages of 35 and 54 with a household income of more than $75,000.

The bureau already began targeting military groups and families hosting reunions and hopes to tap other niche markets such as business workshops, religious retreats, amateur sports and group tours.

Riedy said Lake County has several selling points, including new attractions such as Six Flags Great America's new Dark Knight coaster and KeyLime Cove Water Resort in Gurnee, which opens Feb. 29.

She said an expected increase in recruits graduating from the Great Lakes Naval Station this year also should draw more families here.

Business community leaders said offering incentives to companies wanting to locate or expand in Lake County and keeping Wisconsin from poaching businesses from here should be top priorities for the future.

"We are working on property tax and sales tax incentive frameworks and have had some success," said Dave Young, president of Lake County Partners, whose mission is to create and retain jobs. "Obviously, we have no intention of giving everything away as some states and counties do. We need to use incentives judiciously."

Young said incentives such as cost-sharing for utilities, zoning relief and streamlining the permitting process should entice certain industries to stay here.

"While vacant land exists in Lake County, it often requires rezoning, utility extensions, roadway improvements or other interventions to bring the property to a minimum of readiness," Young said.

Lake County Partners plans to survey county businesses this year about issues that affect them and their location. The group also hopes to focus more on lobbying policy-makers.