A Chat with the 2024 Chair

6/20/2024

By Jay J Schumerth, First Hospitality
This article was originally published in WHLA's 2024 InnTouch with WHLA Magazine.

InnTouch with WHLA: A Chat with the Chair

I have the privilege to serve our membership as WHLA’s Board Chair in 2024 and I am thrilled with the accomplishments and direction of our organization. I am also humbled to follow in the footsteps of a long line of hospitality leaders whom I respect and am honored to have served with for many years. We are forging ahead on a very positive trajectory.

As you may have read in prior issues of InnTouch, WHLA is guided by their vision, mission and 4 key initiatives outlined in the WHLA Strategic Plan developed in 2022.

INITIATIVE #1: Enhance the value of membership with year-round benefits.

In 2023, we began regional Lodging Innsights events in conjunction with WHLA board meetings. Beloit, Eau Claire, and Green Bay were sites of the 2023 Innsights. With both the incorporation of WWIL into the Insights and collaboration with our Associate members, WHLA provided education sessions that were very well attended. The Innsights program was recognized by AHLA as an innovative approach to providing value to our membership. This continued in 2024 with a session in the Fox Cities, was followed by another in May in Door County, and a third in Milwaukee in September.

WHLA revamped its annual conference in November with more educational tracks and more student involvement via scholarships. Join us in November at the Kalahari Resort in the Wisconsin Dells for the continuation of the new conference format rich in educational offerings.

INITIATIVE #2: Expand our influence as a trusted voice.

WHLA was more active in 2023 than any year with advocacy on behalf of our industry. We had the largest delegation we have ever had in Washington DC for AHLA’s Hotels on the Hill. In February of 2024, we had the largest participation at the Capitol in Madison for WHLA Action Day that we have ever had. Our members are becoming more active and our legislators are listening to us!

We saw major wins in 2023 and 2024 with:

The repeal of Personal Property Tax
Being consulted and listened to on the recently passed Human Trafficking prevention bill
The passing of the Opportunity Grant legislation.
And thus far, we have been able to retain the September 1 school start date legislation with member testimony.

Additionally, WHLA is being called into action more and more often when it comes to protecting our hotel room tax for the defined use to fund tourism promotion.

INITIATIVE #3: Support the development of a prepared and effective future workforce.

WHLA’s board of directors has leaders in hospitality education in place and utilize their expertise to help develop our direction. We have a student representative seat on the board. Additionally, we have increased scholarships made available for students to attend Innsights and the annual conference. Our industry faces the same challenges as many other industries in attracting talent and we know our success hinges on the success of the next generation.

INITIATIVE #4: Improve financial sustainability.

After several challenging years and navigating COVID and post-COVID dynamics, our membership is on the rise and our events are being well attended. We are on a great path forging ahead and can only thank our membership for their involvement and partnership.

2024 is shaping up to be a great year for our industry and our resilience is being rewarded. Thank you again for your dedication and involvement with WHLA. We are truly forging ahead together!

Jay J Schumerth, 2024 Board Chair, WHLA Board of Directors, First Hospitality

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