1. Door County
Destination Brand Blueprint

2. Destination Brand Blueprint 1
Introduction
People will forget what you said, people will forget what you did, but people will never forget how you
made them feel.
Maya Angelou
Door County is in an enviable position. While many destinations are places sometimes devoid of character
and a sense of place, Door County is rich in both, offering an abundance of experiences that are memorable
destination industry, that is good news. Door County, with its striking natural beauty, relaxing culture and
mindset, has a strong competitive edge in that regard.
Being unique is a vitally important part of the destination brand identity process. But it is equally important
to understand those unique characteristics, embrace them and communicate and deliver on them in a unified
fashion. While many residents in Door County know what makes them different, how many of these
residents can communicate them and effectively deliver on them to our visitors?
The purpose of this Destination Brand Development program, sponsored by the Door County Visitor
Bureau, is not to simply undertake a visitor research program on positive attributes, but to solicit a uniform
understanding of those attributes so that not only the DCVB area can create consistent messaging that is in
alignment with the experience that the visitors come to the area looking to enjoy.
Often in the world of destination marketing, communities promote themse
to the widest group of people. In truth, by doing so they sell themselves short and end up by offering
nothing but a bland product. Door County is far from this model, but do we all know, uniformly, what
makes us different?
The challenge that Door County faces is that visitors and others who need to hear about its good story are
bombarded by messages and plagued by time poverty there is just no time to hear all the information they
need to hear.
So what is a destination to do, such as Door County that does not have unlimited resources to compete in
such a challenging marketplace? The answer is that it has to first think strategically by understanding what
makes it distinctive to the visitor in terms of its product offerings. Why would someone want to choose
Door County over other resort-oriented areas in the Midwest? What are the attributes that would drive their
emotional desire and motivate a visit?
In the end, it is all about experiences! These are destination experiences that are distinctive and
unique and transcend the product features and create an emotional connection with the consumer. As the
Maya Angelou said at the beginning of this report, consumers do not always remember what they did on a
vacation but they always remember how they felt afterwards. Relaxed, stressed or reinvigorated are all
examples of emotional memories that people take from travel experiences regardless of their itinerary.
Being truly unique and memorable is the only way to compete in this marketplace.
Door County, Wisconsin

3. Destination Brand Blueprint 2
The concept of building a brand goes back more than 75 years to such products as Ford Motor Company,
As destinations compete for more visitors, they have
increasingly embraced the idea of destination brand development. The concept was formally endorsed when
visitor destination marketing association) published the book Destination BrandScience© and launched the
brand development process that is followed by most of the cities and communities in America today.
The Door County Visitor Bureau understood this issue when it began its Destination Brand Development
program in June 2007. Instead of simply inventing a new logo or tagline, which are commonly associated
with branding, the DCVB employed the Best Practices techniques endorsed by the Destination Marketing
Association International. These Best Practices include a community-oriented, strategic approach to
destination brand development that includes research and a customer directed focus.
identity as a strategic asset, one that is just as critical as the hotels, restaurants, attractions, arts and
recreational opportunities that make up the destination product mix. For the Door County area to compete
effectively in the future, the county and its communities must seize control of its destination brand, own it,
attributes that have both emotional and functional benefits to its visitors. It is not enough to
The destination has to convey a certain feeling
physical attributes.
Destinations face tremendous challenges today. From online booking agents to companies that book
meetings in hotels, the focus on price and value has never been greater. In fact, Door County wants to
continue its position as a quality Midwest destination of choice due to the value the customer receives from
their individual experiences.
It has been stated before and bears repeating, this brand effort was not about taglines and logos, which is
what many people usually associate with branding. This program was about defining a community-
based strategy that will allow the Door County area to communicate its product, service
and experiences more effectively by uniting around a common message. Once this has been
established, the advertising and promotional effort is traditionally undertaken with new logo and theme line
development.
This Brand Blueprint is designed to not only explain what a destination brand is, but tell the Door County
brand story from its development to its execution. Beginning in June 2007, the community began this
process when it undertook the first steps in the destination Brand Assessment and the development of a
destination Brand Promise/Commitment. It then outlined a program of action of what it plans to do with the
brand by agreeing on a Brand Culturalization Plan.
Door County, Wisconsin

4. Destination Brand Blueprint 3
The Destination Brand Development strategy followed by the Door County area comprised of:
Brand Assessment and Research
Brand Promise/Commitment
Brand Culturalization
Brand Blueprint
By following this plan, the destination has employed a methodical approach to defining itself through a
rigorous and quantitative and qualitative process.
Why go through this exercise? Simply put, a quality destination brand is critical to the success of the Door
County visitor community. This Blueprint is designed to assist the area in not only understanding the brand
development process, but also its very significant role in bringing the brand to life and ensuring its success.
By collectively understanding and delivering on the co
will stand stronger, more unified and will face its competitive challenges in a more cohesive and strategic
fashion.
Additionally, this Blueprint will help serve as an important tool for the Door County Visitor Bureau and its
community and visitor industry partners in their overall marketing efforts by clearly identifying its strengths
and unique selling propositions in an emotional way that connects with key visitors and local leaders.
It is important to note that this is a countywide initiative that involved city, town and county leaders,
residents, the business and visitor community, and all others that depend on a vibrant and healthy economic
flow to Door County. While the Door County Visitor Bureau spearheaded this brand initiative, it is the
county and its communities as a whole that ultimately delivers the
experience.
Ultimately, the research company Chadwick Martin Bailey articulated what the Door County area looks to
garner from this brand development work in a recent study on word-of-mouth marketing. Their study
indicated that word-of-mouth advocates serve as one of the best and most compelling marketing tactics
not content to merely pass along or comment on
The story they tell is the Door County destination brand. But Door County and all of its area aligned
communities and organizations need to tell it together.
Door County, Wisconsin

5. Destination Brand Blueprint 4
Brand Assessment and Research
Objectives
The purpose of the Brand Assessment is to determine among key local stakeholders, visitors and non-
visitors and residents, their feelings, perceptions and attitudes toward Door County as a destination.
Through the use of individual stakeholder interviews, group meetings and various online surveys, the
following information was obtained and is summarized here.
The specific aims of this assessment is as follows:
To get honest
Learn how the business community and visitor industry stakeholders feel about Door
County and get consensus on the process.
Ascertain , including elected and appointed officials and the tourism
and hospitality community, view the Door County experience.
To identify and understand what is truly unique and distinctive about the Door County area.
What the Door County region did:
Conducted community group meetings and personal interviews with key stakeholders including business
leaders, political leaders and residents on perceptions of the Door County brand and created project
consensus.
Conducted online surveys and analysis of current visitors and non-visitors of the Door County area.
Additional studies of the Door County tourism business owners and operators and residents, were also
undertaken.
Compared stakeholder views with results from visitors and non-visitors and identifying commonalities
and conflicting views and ideas.
Identified the Door County area competitive set locally and regionally to determine and analyze
distinctive product attributes.
Reviewed all existing visitor-marketing materials about the Door County area produced by the Door
County Visitor Bureau on current messages.
Door County, Wisconsin

6. Destination Brand Blueprint 5
Brand Research Methodology
The strength of the Door County destination brand development program is the quantitative research that
formed the foundation of this program. This research was comprised of three online surveys utilizing Door
County Visitor Bureau and other available community databases. These findings allowed the destination to
objectively review the perceptions of the visitor and other audiences and determine what functional and
emotional benefits the destination offers. In addition, six community forums were held consisting of 85
participants. These key local stakeholders were interviewed to gain their insights into the community and its
perceived distinctive qualities.
The online surveys collected the following information and analyzed on the following attributes:
Respondent demographics
Travel characteristics when applicable
Destination imagery, unique attractions and functional benefits
Destination emotional benefits
Major attraction satisfaction level
Main competitive destinations
Suggested visitor experience improvements
Close to 1200 visitors and non-visitors responded to these online surveys, while 273 visitor industry
operators and 261 county residents responded, which provided a high statistical sample in which to draw
valid conclusions.
Door County, Wisconsin

7. Destination Brand Blueprint 6
Door County Destination
Brand Blueprint Research Tables
Community and Visitor Industry Stakeholder
Opinions on Door County Community Values
Family-based/wholesome Community pride
Industrious Personable and friendly
Independent/entrepreneurial Creative and artistic
Ecologically sensitive (conservation and Heritage proud
preservation)
Genuine/authentic
Safe and secure
Door County, Wisconsin

8. Destination Brand Blueprint 7
Community and Visitor Industry Stakeholder Opinions on
Door Perceived Functional Benefits
(location features and activity attributes)
Natural landscape Arts and crafts/galleries
300 miles of shoreline Maritime history
Rural/countryside Unique lodging and independent
restaurants
Peninsula and islands
Small communities/towns
Clear skies and sunsets
Death's Door and Washington Island ferries
Boutique/antique shopping
Water sports
Orchards and farm markets
Boating and sailing
Wildlife and bird viewing
Fishing
Lighthouses
Golfing
Fish boils
Quiet sports
Ecotourism, trails and parks
Agritourism and wineries
Community and Visitor Industry Stakeholder Opinions on
Perceived Emotional Benefits
(sensory and experiential feelings)
Casual and laidback Quaint and charming
Relaxing Welcoming
Contentment De-stressed
Unique and genuine Serene
Reflective Therapeutic and healing
Reenergizing In touch/real
Door County, Wisconsin

9. Destination Brand Blueprint 8
Main Destination Functional Images of Door County
(priority ranking)
Visitors Non-Visitors
Scenic/beautiful Scenic/beautiful
Relaxing Water
Peaceful Quaint
Water Lighthouses
Shopping Relaxing
Natural environment Shopping
(beautiful and well preserved)
Fun
Friendly people
B&Bs
Lighthouses
Natural environment
Quaint (beautiful and well preserved)
Food Trees
Main Destination Emotional Images of Door County
(priority ranking)
Visitors Non-Visitors
Relaxing/restful/rejuvenating Relaxing/restful/rejuvenating
Peaceful Calming
Friendly Laid back
Calming Peaceful
Comfortable Friendly
Welcoming/warm Fun
Escape Homey feeling
Natural Romantic
Door County, Wisconsin

10. Destination Brand Blueprint 9
Top Descriptive Statements of Door County
Non-Residents
(mean rating based on 5-point scale)
Statement Visitors Non-Visitors
The area contains beautiful nature and scenery 4.72 4.47
The overall mood of the area is peaceful and relaxed 4.55 4.27
The area offers plenty of opportunities for outdoor 4.49 4.23
recreation
Door County has a good 4.43 4.17
reputation as a visitor destination
Door County is clean 4.39 3.86
Door County is a unique destination 4.37 4.09
Door County is protective of its natural landscape and 4.33 4.18
wildlife
Door County is a safe region 4.31 3.80
People residing in Door County are warm and friendly 4.25 3.85
The area offers a good variety of accommodation 4.21 3.96
choices
Door County offers a variety of shopping options 4.19 3.94
The area is rich in history and culture 4.19 3.94
Door County, Wisconsin

11. Destination Brand Blueprint 10
Key Unique/Distinctive Tourist Attractions of Door County
(most frequently mentioned)
Visitor Industry
Visitors Non-Visitors Residents Operators
Peninsula State
Lighthouses Lighthouses State Parks
Park
Wine/wineries
Fish Boils (including tours and State Parks Lighthouses
tastings)
Peninsula State Park Fish Boils Lighthouses Peninsula State Park
Shopping Shopping
Washington Island Cave Point
(unique and good) (unique and good)
Wine/wineries (including
Lake Michigan Peninsula Players Peninsula Players
tours and tastings)
Washington Island Restaurants/dining/food Cave Point Washington Island
Al Johnson's
Al Johnson's Swedish Shopping (unique and
Beautiful scenery/views Swedish
Restaurant good)
Restaurant
Cherries/cherry
State Parks Art galleries Parks
picking/cherry orchards
Restaurants/dining/food Beaches Parks Restaurants/dining/food
American Folklore
Cave Point Washington Island Shoreline
Theatre
Cherries/cherry Door County Maritime
Water Water
picking/cherry orchards Museum
American Folklore
Ferries Fall Colors Art Galleries
Theatre
Door County, Wisconsin

12. Destination Brand Blueprint 11
Brand Promise/Commitment
Objectives
The purpose of the Brand Promise/Commitment is to capture the distinctive essence of the Door
County area and use this Promise/Commitment as the guiding star and focal point for all
community decision-making and tourism and economic development marketing. These
words will become the strategic platform for all visitor and economic development marketing and the area
descriptor of the destination brand.
What the Door County the area did:
Reviewed the assessment findings to review words and themes (both functional and emotional) that
frequently appeared to describe the Door County area from the online surveys and stakeholder groups.
Prioritized those key attributes that incorporate the full scope of the varied components of the Door
County area experience (from people to places)
Developed a Brand Promise/Commitment statement that will be the focal point and guiding star for all
brand and marketing initiatives for the Door County area.
Communicated and gained community consensus on the final Brand Promise/Commitment statement.
Key Brand Attributes of Door County
(functional and emotional benefits)
Quaint villages Fish boils
Solitude/serene Lighthouses
Maritime heritage Specialty shopping
Rejuvenation/therapeutic Arts and crafts
Contentment Outdoor recreation
Green/nature Eco/agritourism pursuits
Shoreline/coast Restorative
Door County, Wisconsin

13. Destination Brand Blueprint 12
The Door County Destination Brand Promise/Commitment
Statement
charming maritime towns and villages on the Great Lakes that gives the
visitor a relaxed and nostalgic feeling. Highlighted by the legendary fish boils,
the ar
historic lighthouses, an abundance of outdoor recreation, intimate lodging
and shopping opportunities, renowned performing and visual arts and
orchards and wineries. The wholesome, enriching destination focuses on
providing a serene and restorative visitor experience supported by friendly
Midwest hospitality.
Brand Culturalization
Objective
The purpose of a Brand Culturalization or immersion program is to develop a tangible program of action
customized training programs and a clear of understanding of what the Door County area brand means to
individual businesses, these programs will assist the area by delivering a consistent and united Brand
Promise/Commitment for residents and guests alike through improvement to the overall guest experience.
What the Door County area did:
Developed the following Brand Culturalization initiatives to deliver on the Door County Brand
Promise/Commitment:
1. Door County/community brand development alignment Given the unique diversity of the Door
County product and its collection of unique cities/towns, it is important that not only the county unify
under one collective brand, but that each community understand and define its own place within the
Door County experience. This will create a series of allied brands that form the Door County visitor
experience of unique and special communities.
2. Enhanced destination partnership formations Now that the Door County Visitor Bureau has a new
funding source and new leadership, it is working to enhance its community partnerships throughout the
area. This is critically important from a destination brand development point of view since much of the
Door County brand success will depend on its strong partnerships throughout the area. Specifically,
these partnerships will include reinforced relationships with the city and towns, elected and staff
leadership and the newly formed lodging tax commission. Additional relationship development will
include arts and culture groups as well as communicating the DCVB s refocused proactive stance as the
area s leading tourism marketing agency with the community as a whole.
Door County, Wisconsin

14. Destination Brand Blueprint 13
3. Coordinated countywide community visitor information services network -- Door County is
comprised of a series of interconnected towns that are sewed together into a tapestry of experiences.
Rather than having just one visitor information entry point, it is recommended that a multi-town
integrated visitor information network be established that offers multiple visitor information access
points through a central visitor information center. This could include an automated visitor information
system that is connected through several mini visitor centers in all the towns. This will enhance
communications and information flow and encourage a longer length of stay and increased visitation at
businesses.
4. Brand service excellence training program investment It is not enough to have a destination brand
development program if the front line employees that service the visitors are not informed of the brand
or how to best deliver it. A specific Door County front line service training program needs to be
developed that assists business owners and operators on how to deliver an experience that is consistent
with the destination Brand Promise/Commitment. Additionally, a separate but corollary program of
brand training needs to be developed for sales managers of inns and hotels to help them better sell the
destination consistent with the brand. This ongoing program could be developed in partnership with a
regional college or university and would be conducted throughout the season to help raise and improve
the quality of service standards throughout the county.
5. Integrated gateway/way finding navigation system throughout the county There are several
interesting towns (and a city) to visit throughout Door County and it is important to encourage visitors to
see as many of them as possible by helping them navigate the peninsula. It is recommended that an
integrated way-finding program, using consistent brand-oriented icons, be established that promotes all
the towns and encourages visitors to see and experience each one by offering easy to follow signage and
directions. This also assists visitors, especially first timers who are new to the area, by easing the
confusion and promoting a more relaxed experience. This is also important given the new road into the
county and the need to improve gateway signage that carries into the entire destination.
6. Off-peak destination brand marketing research and planning Door County is essentially a Spring
and Summer season destination. Although there is extreme weather in the winter, it is strongly
encouraged that the county broaden its seasons to include more off peak programming and to encourage
hotel operators to extend their seasonal hours of operation. A new more detailed visitor profile study
should be developed that defines new targeted groups of consumers to capitalize on for broader
marketing purposes. An earlier Spring opening and a longer Fall season would certainly enhance
economic activity and provide the opportunity to attract visitors who would prefer to stay in the
destination during slower periods of the year.
7. Cultural tourism strategy formulation Door County is blessed with a growing and increasingly
more sophisticated cultural community from the performing to the visual arts. It also has an interesting
agritourism industry and a historical component that should be capitalized on as well as wineries. While
these components are not widely known yet, except for the wineries, it is such a vital part of the Door
County experience that a cultural tourism strategy needs to be formed to increase awareness of these
complementary brand attributes.
8. Ecotourism strategy formulation The natural beauty and charm of Door County is a major brand
attribute and ecotourism is increasingly becoming a more attractive and growing tourism motivator
throughout the country. With its wildlife, agribusiness and Great Lakes connection, Door County is well
Door County, Wisconsin

15. Destination Brand Blueprint 14
positioned to capitalize on this movement by creating a formal ecotourism marketing strategy. This
strategy should include the components of soft adventure, such as walking, birding or biking as well as
the growing national emphasis on green tourism.
Brand Blueprint
Objective
This Brand Blueprint is designed to summarize the findings and conclusions of this Destination Brand
Development program and clearly explain not only what a destination brand is, but also how it needs to be
working document by the Door County Visitor Bureau and its area partners. This Blueprint should serve as
the official roadmap by all Door County residents and business as it continues to develop and deliver on its
Brand Promise/Commitment.
What Door County region did:
Publish the Brand Blueprint in March 2008
Project Timeline
2007-2008 Project Inception
What the Door County area did:
Conducted introductory brand meetings and brand leadership forums -- June November 2007
Undertook brand assessment and research with key stakeholders, visitors and other audiences -- August
- November 2007
Reviewed destination brand research with the community and developed a Destination Brand
Promise/Commitment Statement -- November 2007
Development of the Destination Brand Blueprint -- March 2008
Conducted final community brand leadership forums to review findings and conclusions -- April 2008
Initiated Brand Creative Spring 2008
Door County, Wisconsin