Business Builder Monthly

December 2015

Issue 160 (12.17.15)


Featured Partner: Odana Antiques

Antique collecting is hotter than ever. But buying and collecting has changed dramatically since Odana Antiques & Fine Arts Center opened its doors nearly 10 years ago: Victorian furniture, cut glass and china are out. Mid Century Modern furniture, repurposing and chalk paint are in.

When you step into the store, it’s clear that the staff enjoys the challenge of blending today's trends with a core selection of traditional antiques. Odana Antiques works with more than 110 of Wisconsin’s best antique dealers to offer merchandise spanning the decades, from the late 1700s to the 1970s. Featured items range from furniture and home décor items to jewelry, artwork and UW memorabilia.

The result is an impressive 30,000 square feet of shopping fun for all kinds of clients, from weekend buyers to serious collectors.

“We have really become a mainstay for many Madison residents,” says Owner Sue Duncan. “And we’re proud of our reputation for diversity, quality and reasonable prices. It’s what makes the store a destination for collectors both within and outside of Wisconsin.”

Duncan approximates that 15 percent or more of the store’s patrons are visitors to the area. She knows because she talks to them! “We have a cadre of loyal customers who shop the store when business, health and family pursuits bring them to the Madison area. Through our partnership with the Greater Madison Convention & Visitors Bureau, we have the added advantage of targeting our merchandise and displays toward a specific customer group. For example, we beef up our farm antiques and primitives in anticipation of shoppers attending World Dairy Expo.”

The gift-giving time of year is another reason for shoppers to explore Odana Antiques. For holiday hours and a sneak peek at featured vignettes, visit their web site. Or, simply stop in and shop at 6201 Odana Road in Madison.


Who is Your Customer?

It is often said that tourism is an invisible industry, which can make it tricky to know your audience. But our focus on research and metrics means we have a handle on who is visiting—and how. As you prepare your own marketing and PR plans for the coming year, it may help to delve into some of our visitor data—and determine ways to develop your own.

By the Numbers

  • There are more than 14 million visitors to Dane County each year. These include day-trippers and overnight visitors.

  • The GMCVB and MASC booked events that equated to 92,660 room nights last year. These convention and sporting events draw attendees nationwide and many are multi-year events.

  • Our annual Madison Hotel Week leisure promotion is anticipated to drive more than 600 room nights which will drive more than $200,000 in visitor spending.

  • Online, 1.5 million people visit our website and download more than 2.1 million pages. We have 6,895 Facebook fans and 9,183 followers on Twitter

  • Last year, we responded to more than 5,800 visitor guide requests and distributed 225,000 overall. These requests were from all over the U.S., but fulfillments concentrated in the Midwest and on the East Coast, as well as in Washington State and California.


Diving into Demographics

  • Assessing our audience profiles is currently monitored via social media and Google Analytics data. A current profile of our online visitor looks something like:
    • Primarily female: 75% women and 25% men
    • Professional age range: 24% (35-44), 19% (25-34) and 17% (45-54)
    • Top 5 Home Cities for both Facebook and Web: Madison, Chicago, Milwaukee, Sun Prairie and Middleton. Additional cities include Fitchburg, Verona, Janesville, DeForest, Minneapolis, Rockford, Waunakee, Monroe and Waukesha
    • International Visitors are from: Mexico, Brazil, United Kingdom and Canada
    • On Twitter, our followers’ interests include: Business and News, Politics and Current Events, Comedy, Movie News, and Music. They rank these as their top five consumer buying styles: Ethnic Explorers, Premium Brands, Natural Living, Fresh & Healthy and Quick & Easy
    • 54% of our audience accesses on a mobile device


More to Explore

  • In 2016, we’ll be diving more deeply into demographics as part of the research phase of our Destination Visioning study. We’ll learn who is visiting Madison. Why they’re visiting. And if not, why not?

  • We look forward to sharing this information with you in the months to come.

Warm Welcome & Major Milestones

We’re pleased to welcome the following new partners:

Longfellow Lofts
1013 Mound Street
Madison WI 53715

Meeting & Banquet Facility:
Built in 1917, the old Longfellow School house has now been restored to the perfect setting to host your next meeting, event or conference. The room boasts Wi-Fi capability, Apple TV, Blue Ray player and interactive A/V system.

Apartment Rentals:
These beautiful & elegant lofts are located across the street from Meriter Hospital and minutes from downtown. All units feature high-end Kohler fixtures and stainless steel, condo grade GE appliances. You deserve the best.


Congratulations to these GMCVB partners, celebrating significant milestones:

Radisson Hotel Madison is celebrating 30 years of being Rad on Madison’s west side! This 153-room hotel recently renovated its guest rooms and common areas, and offers contemporary American fare at Twist Bar & Grill.

It’s already been 10 years since The Old Fashioned Tavern & Restaurant has opened its doors on the Capitol Square! In addition to its classic Wisconsin food and beverage offerings, the restaurant has an expanded upstairs room that can be rented for private parties.

Hop Head Tours has been in the bus and bike beer tour business for 5 years! Both public and private tours are offered to those who want a behind-the-scenes view—and a brew or two!—at local breweries, wineries and distilleries.


Partners in the Press

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:

Best Weekend Getaway in Madison (chicagoist)
Partners mentioned: Madison Museum of Contemporary Art, Monona Terrace® Community & Convention Center, The Old Fashioned Tavern & Restaurant, Wisconsin State Capitol

Why You Should Take A Mini-Vacation in Madison, Wisconsin (
Partners mentioned: Graduate Madison, Olbrich Botanical Gardens, The Madison Blind—Graduate Madison, Willy Street Co-Op—East, Tornado Steakhouse

Groups Let Loose After Hours Throughout the Badger State (
Partners mentioned: Alliant Energy Center, Hop Head Tours, Memorial Union TerraceMonkey Business Institute, UW-Madison

Click here to view more of our recent press.