From the moment participants arrived, the energy was one of warmth, support, and inspiration. Women from different roles and career stages shared stories, ideas, and experiences—reminding everyone that the strength of our industry lies in the people who lift each other up.

Thursday evening kicked off with lively tunes from a DJ, setting the tone for a night of connection and celebration. Dinner was a true highlight: Dani Zarr, Certified Sommelier, guided the group through a thoughtfully paired menu, sharing the stories of the woman-owned wineries behind each wine. 

​During dinner, the group also had the honor of celebrating Amy Simchak, WWIL’s founder, for her incredible leadership since 2013. Monica Goeke from WHLA provided remarks about Amy’s impact — “The Wisconsin Women in Lodging exists because you believed women in our industry deserved something more.”

After dinner, laughter filled the room as attendees played Bunco and won fun prizes donated by the Kimpton Journeyman Hotel, Sid Grinker Restoration, Spectrum Enterprises, and other group supporters. 

​Friday morning began with breakfast and an energizing workshop, “Leading with Presence: Aligning Image, Confidence & Credibility”, led by Jennifer Mell, CMP. The session focused on stepping into confidence, aligning professional image with ambition, and navigating dress codes from casual Fridays to formal events—leaving attendees with practical tools to make lasting impressions in any setting.

A highlight of the retreat was the generosity of attendees, with every donation matched by Krissy Sigmund. Together, attendees raised over $5,000, supporting WWIL initiatives including:

• Mentorship Program: Helps mentees participate in WWIL programs, events, and growth opportunities.
• Career Development Scholarships: Supports education and professional development through the Moxie and Amplify Awards.
• Kari Zambon Memorial Scholarship: Honors Kari’s legacy by supporting future professionals in lodging and tourism.

Every dollar raised will directly empower women across Wisconsin’s lodging industry, helping them connect, grow, and succeed in their careers.

The Wisconsin Women in Lodging is a female-focused organization, a chapter of WHLA, and a state affiliate of the American Hotel & Lodging Association. WWIL gives female hoteliers and their allies the opportunity to connect with industry leaders, gain career momentum, and be inspired to contribute to Wisconsin’s lodging industry. Today, the organization proudly has over 200 members, and the retreat was a reminder of the strength and spirit of this community.

Thank you to everyone who attended, celebrated, and contributed—together, we’re building a stronger, more connected, and empowered hospitality community.

WHLA President & CEO Bill Elliott, CAE, provided testimony in support of the legislation, joined by Amy Boston, dual General Manager of the Holiday Inn Hotel & Conference Center and Holiday Inn Express in Stevens Point and WHLA Board Chair, and Larry Robe, General Manager of the Knickerbocker on the Lake and WHLA Board Director as well as President of the Greater Milwaukee Hotel & Lodging Association (GMHLA).

This testimony reflects WHLA’s ongoing commitment to strengthening Wisconsin’s tourism industry and supporting tools that allow local communities to grow their visitor economy. Our members have been following this legislation closely, and today’s testimony represents a pivotal moment in advancing this effort on behalf of hotels, motels, short-term rentals, and the broader hospitality ecosystem.

Tourism is a vital economic driver for communities across Wisconsin. SB 998 would allow municipalities or counties to establish Tourism Promotion Improvement Districts (TPIDs) at the request of lodging businesses. A TPID may be created when hotel, motel, and short-term rental owners representing at least 50% of rooms in a proposed district request its formation.
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Key elements of the bill include:

• Lodging owners develop an operating plan, subject to municipal or county approval, outlining tourism-related improvements, funding sources, and the intended lifespan of the district.
• Funding may include assessments on participating hotels, motels, and short-term rentals.
• TPIDs may coordinate with existing destination marketing organizations (DMOs), such as convention & visitors bureaus or chambers of commerce, to carry out tourism promotion activities.

Strong safeguards ensure accountability and flexibility: TPIDs can be renewed with owner support representing at least 50% of rooms, and districts may be dissolved in cases of mismanagement or by request of owners representing 65% of rooms.

TPIDs offer a voluntary, locally driven tool for communities to strategically invest in tourism promotion. By partnering with local governments, hotels, motels, and short-term rentals can help their communities attract more visitors, extend stays, and build long-term economic growth.

WHLA extends sincere thanks to Representative Dave Armstrong and Senator Jesse James for their leadership in advancing Wisconsin’s tourism industry. We are proud of today’s testimony and remain committed to working with lawmakers, members, and community leaders as SB 998 moves through the legislative process.

Our main WHLA phone number will remain the same, allowing members and partners to continue calling our primary office line as usual. Additionally, all existing staff extensions will still function and will forward directly to each team member’s new number.

Each WHLA team member now has a dedicated direct phone number. These numbers can send and receive text messages, providing you with another quick and easy way to reach us. 

You can now call or text WHLA staff directly. Whether you’re coordinating event details, discussing membership benefits, or seeking industry resources, connecting with our team is now more flexible and efficient.

To ensure seamless communication, please update your contact records with the new direct phone numbers listed below.

WHLA Staff Direct Phone Numbers

• Bill Elliott (262) 208-5383‬
• Monica Goeke ‪(262) 208-5958
• Jordan Kaminski (262) 208-4943
• Misty Kingsley  (262) 208-5398
• Lexie Mallary (262) 208-5107
• Angelica Morris  (262) 208-4896

You can also find our complete and updated staff directory here: Our Team

We’re excited about this upgrade and the added flexibility it provides for staying connected with you.

As always, thank you for your partnership and engagement with WHLA. If you have any questions about the transition, don’t hesitate to reach out — by call or text!

That video, starring Carter Rutz and produced by Kate Burhop, Manager of Digital Strategy for Metropolis Resort and Action City Waterpark, has now surpassed three million views and helped grow the resort’s TikTok following to more than 42,000.
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But the viral moment wasn’t accidental.

“We want guests to feel the fun before they even arrive,” Kate explained.

The now-famous “Speed Tour” was inspired by real estate-style speed walkthroughs trending on TikTok. Instead of producing a traditional promotional video, the team leaned into humor, quick pacing, and personality. The result? A tour that highlighted the resort’s amenities without feeling overly promotional or pushy.
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The strategy struck a chord. Within three hours of posting, the video reached 100,000 views,  and it never slowed down.

One of the most powerful aspects of Metropolis’ strategy is staff involvement. Carter, who also serves as Hiring Manager, became the unexpected face of the viral content. The video was even discussed in a communications class at UW–Eau Claire.

According to Kate, featuring staff helps humanize the brand and build connection.

“Our goal isn’t just to sell rooms,” she said. “It’s to build relationships.”

The ripple effect has been tangible. Carter now gets recognized by guests and has even been asked for autographs. Social media has shifted guest interactions from transactional to relational.
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“It feels more like connecting with friends instead of guests,” Carter shared.

After the video’s success, the team began paying closer attention to the comments section. One recurring theme surprised them: viewers from across the country didn’t realize where the resort was located.

That feedback is now shaping future content. Upcoming videos aim to clarify that Metropolis Resort is located in Eau Claire and highlight its identity as a local, family-owned destination.
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For Kate, this underscores an important lesson: viral moments aren’t just about views, they’re about insights.

When asked what advice they would offer fellow lodging operators, their answers were refreshingly simple:

• Show behind-the-scenes content
• Encourage staff to suggest and participate in ideas
• Stay consistent, even when a video doesn’t go viral

“Not every video will get three million views,” Kate noted. “But consistency builds awareness and gives you content that can also be repurposed for ads and other marketing.”

​Carter added that staff members are constantly scrolling TikTok anyway,  so why not tap into that creativity? Many of their best-performing ideas started as employee suggestions.

Metropolis Resort’s success highlights something important for today’s hospitality industry: authenticity wins. Humor wins. People connect with people.

By focusing less on hard selling and more on storytelling, Metropolis has built brand awareness that extends far beyond Eau Claire,  while still staying grounded in their community.

For WHLA members looking to elevate their digital presence, their example offers a clear reminder: sometimes the most powerful marketing tool isn’t a bigger budget, it’s a creative team willing to have a little fun.
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Have a story, standout team member, or creative idea you’d like to see highlighted? Reach out to Jordan Kaminski at WHLA, we love showcasing the people behind Wisconsin’s hospitality industry. WHLA also offers organic and paid social media packages and Google Ads campaigns to help your property lean into the social wave and turn engagement into measurable results. 

This member-focused session will walk through the full scope of WHLA benefits and show how lodging properties can turn those benefits into real, measurable value. Whether you’re a newer member or have been part of WHLA for years, this webinar will help you better understand what’s available and how to use it strategically throughout the year.

Led by Jordan Kaminski, WHLA Membership Director, the webinar will cover advocacy, marketing opportunities, education, and engagement resources—along with practical examples of how members are already leveraging these tools to support their business goals.
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You’ll also learn more about WHLA’s personalized approach to membership. No two properties are the same, and this session will highlight how WHLA works with members to tailor benefits, identify overlooked opportunities, and align resources with what matters most to your operation.

• A clear breakdown of WHLA membership benefits
• How to create more value from advocacy, marketing, and education resources
• Commonly overlooked benefits that can add immediate impact
• Ways to personalize your WHLA membership to better fit your property’s needs

This webinar is ideal for members looking to refresh their understanding of WHLA benefits, ensure they’re maximizing their investment, and make their membership work harder for them.
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Register today and don’t miss this opportunity to unlock the full value of your WHLA membership.

Under Eric and Linda’s stewardship, Acorn Ridge Motel had earned a reputation as a rare time capsule, known for its impeccably clean rooms and authentic mid-century modern style. Following the purchase, Eric and Linda continued to live onsite in the motel’s office residence while managing daily operations and mentoring the Wiltons through the ins and outs of running the property. When Eric and Linda moved into their new home in October 2024, the Wiltons officially stepped into full operations, carefully building upon a proven foundation of warm hospitality, retro charm, affordability, and exceptional cleanliness.

​With the help of Mae’s father, Tim Walsh, the Wiltons updated flooring in many rooms and introduced new bedding, Keurig coffee machines, upgraded televisions, and improved Wi-Fi. These enhancements were designed to add modern comfort while maintaining the motel’s distinctive vintage feel. In the coming year, guest rooms will also feature new artwork showcasing historical images from the area, a project completed with assistance from the Princeton Historical Society.

Beyond room upgrades, the Wiltons recognized an opportunity to expand the guest experience. Over the years, visitors naturally gravitated toward the motel’s outdoor spaces, gathering outside their rooms, on the deck, and around the charcoal grills. Longtime guests often reminisced about Bernie's Italian Steakhouse, once located across the street, and the sense of community that came with having a nearby place to sit, gather, and unwind.

Inspired by guests’ love of gathering and the nostalgia of a place to sit, unwind, and share stories, Mae and Mark transformed the basement of the motel office into a fully licensed public bar now known as Tim’s Hardware Store. The space had previously served as a private rec room and bar for former owners Eric and Linda Johnson, and it was where many of the purchase conversations took place, making it a natural setting for the next chapter of the property. The bar’s name is a nod to Mae’s father, Tim, who built the entire space by hand. Growing up, “the hardware store” was often Tim’s lighthearted alibi, and bringing that phrase to life felt like a fitting tribute. Since opening its doors on October 3, Tim’s Hardware Store has quickly become a lively gathering place for motel guests, golf and fishing groups, and the local community alike.

​Looking ahead, the Wiltons are exploring additional improvements, including enhanced parking and the creation of outdoor seating areas for the summer months. Their vision remains rooted in preserving what makes Acorn Ridge Motel special while continuing to evolve it into a welcoming destination that blends nostalgia, comfort, and connection.

​For more information, visit acornridgemotel.com or follow Acorn Ridge Motel on social media
@acornridgemotel and @timshardwarestore.

Thursday evening kicks off with a multi-course seated dinner, featuring a guided wine pairing led by a Certified Sommelier and Fine Wine Representative from Badger Liquor. The wine-pairing portion of the event is always a hit — it’s not just about enjoying excellent food and wine; it’s about learning, networking, and savoring the experience together. Following dinner, attendees will enjoy evening networking and games, offering a relaxed space to connect and unwind with fellow industry leaders.

The retreat continues Friday morning with the Breakfast Workshop, titled: “Leading with Presence: Aligning Image, Confidence & Credibility.”

Facilitated by Jennifer Mell, CMP, this interactive session explores how professional image and presence can be powerful tools for confidence, credibility, and authenticity. Participants will:

• Reflect on how their appearance, roles, goals, and personal brand work together
• Learn strategies to show up intentionally in every professional setting
• Walk away with practical tools to apply immediately, no matter their position or career stage

It’s an engaging, hands-on workshop designed to leave attendees inspired and ready to step into leadership with purpose.

During the retreat, all donations to support WWIL initiatives will be matched dollar-for-dollar by Krissy Sigmund from Chula Vista, doubling the impact for programs that help women in Wisconsin’s lodging industry advance their careers. Every contribution helps fund scholarships, mentorship opportunities, and leadership development programs — providing tangible support to women across the state.

Sponsorships for the retreat are a meaningful way to support emerging leaders while participating in the event. Each sponsorship includes a retreat pass for the sponsor plus 1–3 emerging leader passes, depending on the level. Sponsors may also provide prizes or giveaways, further engaging attendees while helping advance women in Wisconsin lodging.

The WWIL Retreat is more than an event— it’s a curated experience designed to empower, connect, and celebrate women in lodging. From an expertly paired dinner and networking to a transformative breakfast workshop, attendees will gain new insights, build lasting connections, and support initiatives that truly make a difference in Wisconsin’s lodging industry.
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Reserve your retreat pass today and be part of a weekend that inspires growth, leadership, and connection.

Tourism is a vital economic driver for communities across Wisconsin. Hotels, motels, restaurants, attractions, and retail businesses all benefit when visitors choose to stay longer and return often. This legislation creates a new, locally driven tool designed to strengthen tourism promotion and support community-specific growth.

LRB 2882/6083 would allow municipalities or counties to establish Tourism Promotion Improvement Districts (TPIDs) at the request of the lodging community. A TPID may be created when hotel, motel, and short-term rental owners representing at least 50% of the rooms within a proposed district request its formation.

Under the legislation:

• Lodging owners develop an operating plan, subject to municipal or county approval
• Plans outline tourism-related improvements and activities, funding sources, and the intended lifespan of the district
• Funding may include assessments on participating hotels, motels, and short-term rentals

TPIDs may coordinate with existing destination marketing organizations (DMOs), such as convention & visitors bureaus and chambers of commerce, or other qualified entities to carry out tourism promotion activities vital to our economy. This flexibility allows each district to determine the most effective approach based on local needs, priorities, and capacity.

Importantly, TPID assessments would be in addition to existing room taxes, and municipalities and counties would not be permitted to reduce current tourism promotion funding. TPIDs are designed to increase tourism investment, not replace or offset existing support for DMOs or tourism infrastructure projects.

The bill includes strong safeguards and flexibility:

• TPIDs may be renewed with the support of owners representing at least 50% of rooms
• A municipality or county may dissolve a TPID in cases of misappropriation, malfeasance, or mismanagement
• Owners representing 65% of rooms within a district may also request dissolution

This structure ensures TPIDs remain accountable, transparent, and responsive to the needs of participating businesses and communities.

TPIDs offer a powerful, voluntary, and locally tailored tool for communities that want to invest more strategically in tourism promotion. Funded by — and at the request of — lodging businesses, TPIDs allow hotels, motels, and short-term rentals to partner with local governments to build on their community’s unique strengths.
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WHLA extends its sincere thanks to Rep. Dave Armstrong and Sen. Jesse James for their leadership and support of Wisconsin’s tourism industry. We look forward to continuing to work with lawmakers, members, and community leaders as this legislation moves forward.

The Student Board Representative role is designed to elevate the voice of hospitality students, strengthen connections between education and industry, and ensure WHLA continues to support the next generation of lodging professionals. Avery will serve as a liaison between WHLA and students pursuing hospitality-related careers, offering insight into emerging talent, fresh perspectives, and the evolving priorities of those entering the workforce.

UW–Stout is nationally recognized for its hands-on, career-focused approach to hospitality education, making Avery a strong addition to the WHLA Board. Through this role, she will participate in board discussions, share student insights, and help WHLA better connect with future industry leaders.
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WHLA is proud to welcome Avery to the Board and looks forward to the perspective, energy, and insight she will bring to the association. Her involvement reinforces WHLA’s commitment to supporting education, workforce development, and the future of Wisconsin’s lodging industry.

The day began with the Wisconsin Women in Lodging (WWIL) Leadership Breakfast, setting an inspiring and energizing tone for Action Day. Attendees heard from two strong voices in the Wisconsin State Senate—Senator Mary Felzkowski and Senator Dianne H. Hesselbein—who shared their personal leadership journeys and perspectives on advocacy, public service, and the importance of civic engagement.

Their candid discussion offered valuable insight into navigating leadership roles, building influence, and showing up authentically—resonating strongly with attendees and reinforcing the important role women play in shaping Wisconsin’s hospitality industry and public policy landscape.

Following breakfast, the broader Action Day program focused on preparing members for impactful legislative engagement. Bill Elliott, CAE, WHLA President & CEO, provided an Issues Overview, outlining WHLA’s 2026 legislative priorities and the key challenges and opportunities facing Wisconsin’s lodging industry.

Attendees also received practical guidance from Kathi Kilgore, WHLA’s contract lobbyist, who shared tips and best practices for meeting with legislators, including how to effectively communicate business impacts, tell compelling stories, and build long-term relationships with elected officials.

The program featured remarks from respected legislative leaders, including:

• Rep. Robin Vos, Speaker of the Wisconsin State Assembly
• Rep. Greta Neubauer, Minority Leader of the Wisconsin State Assembly

Their participation underscored the importance of the lodging industry to Wisconsin’s economy and highlighted the value of ongoing dialogue between industry leaders and policymakers.

Armed with knowledge and preparation, WHLA members then headed to the Wisconsin State Capitol for scheduled meetings with legislators. During these conversations, attendees shared firsthand perspectives from their properties and communities, with a strong focus on WHLA’s priority legislation—Tourism Promotion Improvement Districts (TPIDs) (LRB-2882).

WHLA is proposing enabling legislation that would allow local communities and hotels to collaboratively create Tourism Promotion Improvement Districts, similar to Business Improvement Districts (BIDs). TPIDs would assess overnight stays within a district to fund local tourism promotion efforts—such as attracting major events, increasing advertising to drive overnight visitation, or expanding sales efforts to secure conferences and meetings. Passage of this legislation would position Wisconsin alongside 25 other states that already have similar programs in place.

Action Day concluded back at the hotel with the Innsights Reception & Dinner, offering continued opportunities for connection and conversation.

The dinner program featured a Fireside Chat with Rosanna Maietta, President of the American Hotel & Lodging Association(AHLA), and Stephen Beaumont, President of Kohler Hospitality, facilitated by Krissy Sigmund, Vice President at Chula Vista Resort and WHLA Legislative Chair. The discussion explored key industry trends, advocacy priorities, and what hotel leaders should watch in the year ahead, providing attendees with forward-looking insights to take back to their teams and properties.

WHLA extends a special thank you to Jason Salus, General Manager of the Best Western Premier Park Hotel, and his entire team for their outstanding hospitality and for hosting WHLA during this important event.

Advocacy doesn’t stop in Madison. Many WHLA leaders will continue these conversations on the national level when they travel to Washington, DC, in May for the American Hotel & Lodging Association’s (AHLA) Hotels on the Hill event, ensuring Wisconsin’s lodging industry remains well represented at every level of government. All members are welcome to join us, registration is free and expected to fill up, so register early. After you do, please email belliott@wisconsinlodging.org so we can fill you in on some extra special events for the Wisconsin delegation.

WHLA Action Day 2026 once again demonstrated the power of collective advocacy—and the impact that informed, engaged industry leaders can make when they come together with a shared purpose.