Hayward Lakes VCB reports rising web engagement; local winter recreation waits for more snow

The Hayward Lakes Visitor and Convention Bureau reported modest increases in online engagement over 2024 and highlighted top-performing content as local officials said winter recreation will depend on additional snowfall.

Mindy Simons, executive director of the Hayward Lakes Visitors and Convention Bureau, said the bureau's website sessions were up about 6.5 percent and page views rose about 14.5 percent year over year; engaged sessions increased roughly 8.7 percent. Simons said the top web pages were the webcam, activities/outdoor reports and ATV/UTV trail pages, and that most traffic originates in Illinois, Wisconsin and Minnesota. "Our webcam is the top performing page," Simons said, noting recent social-media campaigns helped drive engagement.

Simons said the bureau's December YouTube ad earned about 19,825 views in a 28-day window and average view duration was nearly the full 30-second ad length. She said print vacation-guide mailings were down about 4 percent and suggested that customers increasingly choose online resources.

On recreation, committee members reported that ice on area lakes remains good for ice fishing and ATV/UTV trails are still open where snow has not accumulated. A trails representative said snowmobile clubs are watching snow conditions and noted operating costs have risen; the association is discussing membership and fee changes. Telemark representatives said conditions on the resort's Berkey trail are good, where on-site snowmaking allows events and races to continue despite broader regional snow shortages.

The reports underscored local concerns that limited snowfall could shorten groomed snowmobile season while increasing ATV/UTV patronage in winter months; bureau and trail representatives encouraged local businesses to promote open winter activities to visitors.