Business Builder Monthly

June 2016

Issue 166 (06.16.16)


Featured Partner: Chocolate Shoppe Ice Cream Co.

If you’ve spent any length of time in Madison, you’ve undoubtedly found your way to Chocolate Shoppe Ice Cream Co. to savor one (or more!) of their 100 flavors of Madison-made ice cream. This family-run business started in 1962 making candy and ice cream, but today focuses primarily on ice cream and has expanded to five different retail locations throughout Greater Madison.

So why the popularity of this particular ice cream shop? “We credit it to the Genuine Super-Premium Wisconsin Goodness in our ice cream,” says owner Dave Deadman. “In layman’s terms, that means it’s the best around,” he says. “In technical terms, it has to do with the balance of air pushed into the ice cream while it’s being made, and the amount of butterfat included. Our formula results in fewer ice crystals, luscious texture and a full-bodied taste.”

Madison residents agree. Chocolate Shoppe Ice Cream Co. was voted 2016 Best of Madison Ice Cream by Madison Magazine readers. It was the first time Chocolate Shoppe was recognized in the Gold category, though they've consistently placed in the top three. “We’re really proud of our family-run, locally-focused products,” says Deadman. “We love this city and are honored that its residents feel the same way about what we do every day.”

But residents aren’t the only ones who are sweet on Chocolate Shoppe Ice Cream’s offerings. Visitors have played a big role in building the business, too. “Each of our locations—particularly State Street—benefits from people who are new or returning visitors to Madison,” Deadman says. “Being a GMCVB partner only amplifies this effect. The team there knows their clients so well that they can let us know when groups like Family Motor Coach Association or WIAA players, who are avid ice cream aficionados, will be in town. That helps us to staff up if needed or even create unique flavors to honor those events. It’s easy for us to do, and only enhances their experience in Madison, which helps us all.”

Chocolate Shoppe Ice Cream Co. stores are open seven days a week. Learn more about their locations and hours.


Content Connection

In December 2015, the Greater Madison Convention and Visitors Bureau launched a redesigned Visit Madison web site. A responsive design, interactive widgets and industry-specific integrations were part of a package designed to help visitors explore our destination offerings the way they want. But behind the scenes, we were developing something even more valuable: a digital content strategy.

Though it’s not a new concept, content marketing is more important than ever before. By creating entertaining, useful and relevant content, organizations like the GMCVB can create valuable connections. Here’s how it helps:

  • SEO. When a brand regularly publishes unique content that is high-quality, shareable and unduplicated, it has a significant impact on search engine ranking. We want to be at the top when someone types “Scenic biking and hiking trails in Madison” into Google. And so far, we are. When we create original articles like Top 10 Trails to Try—And Why, it makes us relevant and ranks our expertise in an even more valuable way.
  • URLs. As a best practice, you’d give that “Top 10 Trails” article its own URL within the main body of your web site. The next step is to drive to that page with posts from your social media channels. Now, readers can easily engage with your content by liking, commenting and sharing.
  • ATS. Average Time on Site is one of several ways to measure engagement on your web site. Once readers are engaged in a topic, linking them to a related article, helpful trail maps or even a general Biking and Hiking page will keep them engaged and leave an impression about your destination.

Original content is being created for the Visit Madison site monthly, and in May we highlighted Best Places to Brunch, Summer Sips recipes from Madison mixologists, places to enjoy the Arts Alfresco, getting active from Lake to Lake, and even a behind-the-scenes Lion King Lookbook. Look for an all-new round of articles starting next week!

Our goal is to rotate in seasonally relevant partner businesses throughout the year, and we look forward to learning more about what’s new with you so we can continue to share all that’s exciting in our destination. Got ideas? Share them via


Warm Welcome & Major Milestones

We’re pleased to welcome the following new partner:

Fleming's Prime Steakhouse & Wine Bar
750 N. Midvale Blvd.
Madison, WI 53705

Come and experience an ongoing celebration of exceptional food and wine. Enjoy the finest aged prime beef and 100 wines by the glass in a lively, stylish atmosphere.



Congratulations to these GMCVB partners, celebrating anniversary milestones in Madison:

Gordon Flesch Company

The Gordon Flesch Company is celebrating a stunning 60 years in Madison! Many businesses in our area rely on this company for its expertise in supplies and support of digital office equipment.

Clarion Suites

The Clarion Suites at the Alliant Energy Center has been hoteling guests for 15 years in Madison! This all-suite hotel features extended stay suites with separate kitchen, living and sleeping spaces.

Comfort Inn & Suites

Comfort Inn & Suites is celebrating a decade in DeForest. This hotel features the North Star Conference Center, one of the area’s largest hotel conference centers, plus 79 guest rooms.

Rockin' Jump Trampoline

It’s already been 1 year since Rockin’ Jump Trampoline Park opened its doors in our destination. This facility features 30,000+ square feet of jumping space, a climbing wall, trampoline dodge ball, and more.


Partners In the News

We love to celebrate when we see our partners in the press! Check out these recent articles highlighting how successful our partners are at making our destination so desirable: