Aerial View of Madison
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Essential Madison Experiences Development

Betty Lou Cruise Open Graph

Madison is a destination for seekers.

Our visitors desire to connect with our authentic community through immersive, hands-on experiences. They want to be enriched. They desire to learn and connect on a deeper level. They seek experiences they can post, share and talk about for years to come.

Essential Madison Experiences

Destination Madison is dedicated to creating economic impact through tourism promotion and development. The Essential Madison Experiences program develops immersive and memorable visitor experiences while strengthens, distinguishes and grows our destination’s reputation and image.

In 2017, we launched the Essential Madison Experiences to support existing attractions and authentic area assets in their efforts to create new visitor experiences. We are kicking off the next round of development in 2019 with experiences that will launch in 2020.

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"The Madison Experience project really helped The Madison Concourse Hotel and Governor’s Club shape a unique and fun experience that we could offer to our hotel guests as well as local residents. The process was not only fun and insightful, it also allowed the local businesses to collectively share ideas and work towards creating genuine Madison experiences that could best showcase the city we love."

–Nattika Wattanasuttiwong, Madison Concourse Hotel & Governor's Club

"We have had more tours in August and September than the previous 7 months of this year! Traffic has definitely increased. We are looking forward to providing many more group tours with our immersive mustard experiences at the National Mustard Museum."

–Patti Bridges, National Mustard Museum

"By participating in this program, I reaffirmed my appreciation for this incredible city. I also developed an understanding of what an integral part Betty Lou Cruises and all the other "Experience Partners" play in representing and promoting Madison to visitors. This process was a big commitment, but it was well worth our time and financial investment."

–Jack von Rutenberg, Betty Lou Cruises

"This Experience Development offered me and my team the insight to find different ways of expanding our brand and finding another stream of revenue apart from what we do day-to-day. This has changed the way we assume the base knowledge of the guest, especially regarding our Wisconsin traditions and the visitors’ interest to learn about them."

–Liz Stolz, Avenue Club and Bubble Up Bar