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Hayward Lakes director reports mixed winter conditions; pivots marketing to ice fishing
Summary
Hayward Lakes Visitors & Convention Bureau director Mindy Simons said variable winter weather forced marketing shifts toward ice fishing and non‑snow activities; a Crappy Chronicles series and targeted ads supported visitation despite lower snow totals.
Mindy Simons, executive director of the Hayward Lakes Visitors and Convention Bureau, told the board that winter weather kept the organization shifting its marketing strategy through January and into February.
Simons said limited snow reduced snowmobile trail availability early in the season, prompting the bureau to pivot ad buys toward ice fishing and other activities that do not require deep snow. She reported strong ice‑fishing conditions and promotional momentum from a filmed series, noting producers created an ice‑fishing ad that the bureau began running on YouTube in February.
Simons described broader promotion work including media appearances on Experience Wisconsin radio to reach Milwaukee, Madison and Green Bay markets, adjustments to Google Ads keywords, and frequent social updates to track trail and ice conditions. She said recent weekend snow increased lake riding and trailer traffic in town and that she will attend the Wisconsin Governor’s Conference on Tourism on March 10.
Board members thanked Simons and noted local visitors from neighboring states continued to travel to Sawyer County.
Ending: Simons will return with additional seasonal reports after the March tourism conference.
