Cultural Tourism at WIGCOT 2020 - Postponed until May 26-28

​​​​​WIGCOT 2020

We hope by now you have registered for the Wisconsin Governor’s Conference on Tourism 2020 (WIGCOT), to be held Tuesday, May 26 – Thursday, May 28, at the Monona Terrace Convention Center in Madison.  The conference annually offers great speakers on marketing and customer service, not to mention outstanding networking opportunities with the Tourism industry.

This year there is more.  In fact, we have taken to saying that Thursday, May 28 is Cultural Tourism Day at WIGCOT.  The day begins with a legislative breakfast, showcases a cultural tourism keynote address, recognizes Governor’s Tourism Awards nominees at lunch, features a National Endowment for the Arts Grants Workshop, and concludes with the awarding of the 2020 Governor’s Award for Arts, Culture, and Heritage at the Governor’s Dinner and Awards Celebration.  

Here is Thursday’s tentative WIGCOT Agenda at a glance:

6:30 AM - 10:30 PMRegistration Open - Tuesday

7:30 AM - 9:00 AM Wisconsin Tourism Partnership Breakfast with Legislators

9:15 AM - 10:30 AM Why Understanding Trends is Critical for Cultural Organization Success Richard Peterson, President & CEO, 
                                U.S. Cultural & Heritage Marketing Council

10:45 AM - 11:45 AM Paul Ouimet - DestinationNEXT 2019 Futures Study

12:00 PM - 1:30 PM Thursday's Lunch
                                Tourism Awards Recognition Lunch & 2021 WIGCOT Announcement

1:30 PM - 3:30 PM National Endowment for the Arts Grants Workshop

5:00 PM - 6:15 PM Dinner Reception

6:30 PM - 9:00 PM Governor's Dinner & Awards Celebration

9:30 PM - 11:30 PM Post Reception Party

This really will be a valuable day of investment in professional development and making new connections, so please consider this invitation seriously.  We hope that you will join us at WIGCOT 2020.​

Click here to register for WIGCOT.  The one-day registration fee is $150.00, which includes the Governor’s Dinner & Awards Celebration.

If the only portion of this that you can attend is the NEA Grants Workshop, please email me directly (george dot tzougros at wisconsin dot gov) so I may register you for the workshop only.  The Arts Board is keeping this registration list.  There is no charge for the workshop.  Please be sure the email includes your name, organization, phone number and email address.  Do this soon so we may have the right-sized room to accommodate the workshop.

See you at WIGCOT!

All the best,


George T. Tzougros
Executive Director
Wisconsin Arts Board

Keynote | Why Understanding Trends is Critical for Cultural Organization Success
Richard Peterson, President & CEO of the U.S. Cultural & Heritage Marketing Council

Richard Peterson.jpg
With three decades of tourism expertise in marketing, executive leadership, and strategic business development, Richard’s passion for cultural & heritage experiences are not only a professional focus, but a personal one as well. Headquartered in San Francisco, he is the President & CEO of the U.S. Cultural & Heritage Marketing Council, and Publisher of The Cultural Traveler – Exploring America magazine and The Cultural Connection e-Newsletter.

Richard collaborates with clientele within the tourism, arts & culture - and destination marketing arenas,
facilitating strategic planning, business development, product engagement and signature initiatives in
North America and key international markets. This is complemented by his ongoing engagements with
leading industry organizations such as: Brand USA, U.S. Travel Association, IGLTA, the American Alliance
of Museums, IAAPA and AIANTA. His career is complemented by senior leadership contributions within
the Los Angeles Tourism Bureau, Hilton Hotels Corporation, the Greater Fort Lauderdale CVB, and the
California Academy of Sciences. He currently serves as Director At Large for U.S. Travel Association’s
Board of Directors; and Board member of the California Travel Association.

Collectively, the diversity of personal travel experiences and industry contributions frame the authentic
focus embodied in Richard’s continued work – with a spotlight firmly positioned on the importance of
authentic cultural & heritage tourism – and the positive impact to communities, destinations and visitors

National Endowment for the Arts Grants Workshop
Josh Mauthe, Senior Advisor: Office of the Senior Deputy Chairman 

Josh Mauthe.jpgJosh will offer an overview of the National Endowment for the Arts programs and initiatives as well as strategies for application writing.   Wisconsin Arts Board staff will be on hand to answer state-related questions.  The National Endowment for the Arts is an independent federal agency that funds, promotes, and strengthens the creative capacity of our communities by providing all Americans with diverse opportunities for arts participation.
Josh joined the National Endowment for the Arts in February as the Senior Advisor to the Office of the Senior Deputy Chairman after serving as the executive assistant to the CEO at the American Council of Life Insurers. During his 14-year career in Washington, DC he has worked for two White House cabinet secretaries and managed travel both domestically and abroad for the President and First Lady. Josh has a passion for politics and in his spare time enjoys painting, drawing and spending time with his family and friends.