Brick by Brick: What Cambridge Businesses Should Take Away from WIGCOT

Cathy Yerges, Executive Director of Collaborative 523 Inc., attended this year's Wisconsin Governor's Conference on Tourism to bring back ideas, resources, and connections that can move Cambridge forward as a destination. The conference theme was Brick by Brick — a reminder that sustainable tourism growth isn't built overnight. It's built through consistent effort, smart strategy, and a clear sense of what makes a place worth the trip.

The keynote from Anne Sayers, Secretary of the Wisconsin Department of Tourism, centered on a simple but powerful idea: Just One More. One more night. One more stop. One more photo. One more memory.

That idea stayed with me throughout the entire conference, and I think it's the right lens for Cambridge businesses to look through right now.

Experiences Will Sell for You

The research backs it up: 77% of travelers use social media for travel inspiration, and 75% have visited a destination they first discovered online. But here's what that really means — they weren't sold by a list of amenities or a price point. They were sold by a moment that made them think, I want to feel that.

That's the shift worth making. Instead of marketing what you offer, think about what someone will experience when they walk through your door and what would make them want to stay a little longer, see one more thing, or come back next season.

Ask yourself: what's the just one more moment in my business?

Is it a pairing that surprises people? A conversation they didn't expect to have? A view, a find, a flavor? Whatever it is, that's your story. Build your marketing around it.

Social Media: The Practical Part

A full session focused on social strategy, and the biggest message was this: short-form video is no longer optional, and repurposing is more valuable than constantly producing new content.

A few things local businesses can start doing now:

One piece of content, repurposed across platforms, can drive up to 40% more engagement than always creating something from scratch. Shoot one good moment and use it multiple ways.

Instagram is now both a discovery tool and a search engine. So is TikTok. Think about how a traveler searching "things to do near Cambridge Wisconsin" might find you and create content with that in mind.

YouTube is the top platform for travelers actively planning trips. If you're not thinking about video there, it's worth adding to your list over time.

When it comes to working with content creators, follower count matters less than you think. Creators in the 10K to 100K range tend to drive better engagement than bigger names. Look at saves, shares, and comments rather than just likes.

And above all: saves and shares are the metrics that matter. That's how you know someone found something worth coming back to.

Outdoor Recreation Trends Worth Knowing

Wisconsin's Office of Outdoor Recreation is permanent and growing, and a few trends are worth paying attention to even if your business isn't directly in the outdoor space.

Wellness travel is rising fast. Forest bathing, which can be as simple as a guided nature walk, is showing up as a genuine visitor draw. Slow travel is growing too, with people looking for unhurried, immersive experiences rather than packed itineraries. And astrotourism and stargazing are emerging as real draws for the right locations.

Cambridge sits in a landscape that supports all three. If there's a way to build a touchpoint around any of these into what you offer, whether through a partnership, a package, or a simple recommendation, it's worth thinking about.

What Collaborative 523 Is Working On

Behind the scenes, Collaborative 523 will be digging into several ideas generated at the conference, including grant opportunities through Travel Wisconsin and potential partnerships with destination marketing organizations across the region. More on that as it develops. If you have questions or want to be part of those conversations, reach out.

The Takeaway

Brick by brick. That's how Cambridge gets on the map as a destination worth staying in, not just passing through. Every experience you create, every piece of content you share, every partnership you build adds up.

Think about your just one more. Then build toward it.