Why Tourism Matters: Fueling Small Business and Community Life
By Julie Gilbert President/CEO
When people think of Door County, they often picture our natural beauty: the shoreline, the parks, the sunsets. But just as important are the people, businesses and organizations that bring this place to life. It’s our small businesses, family-owned restaurants, local shops, galleries, outfitters, arts and humanities organizations, and lodging properties that capture the true essence of Door County. And behind all of those places are neighbors, friends, and community members who depend and rely on a healthy visitor economy.
Tourism is often thought of as something that benefits visitors, but the truth is, it’s our residents and small businesses who feel its impact most directly. Each year, visitors choose Door County for their vacations and weekend getaways. Their spending at restaurants, retail stores, attractions and accommodations puts dollars directly into the hands of our small business owners.
Those dollars don’t stop there. They ripple through the local economy. A visitor who buys breakfast at a diner is also supporting the local farmers who provide the eggs and produce, the distributors who deliver supplies, and the employees who earn wages and then spend them at grocery stores, gas stations, and other local businesses.
In fact, studies show that tourism spending in Door County supports thousands of jobs across a wide variety of sectors, not just in hospitality. Tourism is one of the reasons why we have such a diverse mix of small businesses and organizations for a county with a yearround population our size.
For many small businesses, the visitor economy is what makes their business model possible. A boutique shop or a kayak rental company might not survive on local demand alone, but with the addition of visitor spending, they can thrive. That, in turn, gives residents more choices and more vibrancy in our communities.
Tourism also creates opportunities for entrepreneurs to take risks and start new ventures. We’ve seen countless examples of people turning their passions into
businesses, from artisans opening galleries to chefs launching restaurants, because they know visitors will help sustain them.
The impact of tourism reaches far beyond the businesses themselves. A healthy visitor economy helps keep our taxes lower, as room tax revenue, premier resort area taxes and visitor spending contribute to services, infrastructure, and community projects that benefit everyone. Whether it’s improved parks, better roads, or grant programs that support local initiatives, residents are sharing in the benefits of a thriving tourism industry.
There’s also a cultural impact. Tourism supports events, festivals, and attractions that we as residents enjoy just as much as visitors do. Without the additional demand from visitors, many of these experiences simply wouldn’t be possible at the scale or quality we enjoy today.
Of course, with these benefits comes the responsibility of ensuring that tourism is managed in a way that protects our quality of life and preserves what makes Door County special. That’s why Destination Door County has embraced a destination stewardship approach, working not just to promote the county to visitors, but also to invest in community well-being, sustainability, and balance.
Through initiatives like the Community Investment Fund and stewardship programs, we are reinvesting tourism dollars into projects that make Door County better for residents and visitors alike. This ensures that while tourism fuels our economy, it also strengthens our communities for the long term.
Tourism is not just about attracting visitors; it’s about sustaining the businesses that define who we are. It’s about helping the next generation of entrepreneurs open their doors, supporting the employees who live and raise families here, and keeping our communities vibrant year-round.
As you walk through town, enjoy a meal, or shop at a local business, remember that tourism plays a key role in making those experiences possible. Our small businesses are the fabric of Door County, and tourism helps keep that fabric strong.
Together, by supporting both our residents and our visitors, we can ensure Door County continues to be a place where small businesses thrive, communities flourish, and the natural beauty we cherish is preserved for generations to come.
Destination Door County Reaches Milestone with 50+ Projects Funded Across the County through Community Investment Fund
Destination Door County (DDC) is excited to announced that 53 local community projects have now been funded through the destination organization’s Community Investment Fund grant program.
A total of $400,000 has been awarded to six local projects in the latest round of Community Investment Fund grant awards. Recipients include three local municipalities and three local non-profit organizations, with project investments ranging from $50,000 to $100,000. All awarded projects must meet specific requirements to qualify for funding. The dollars DDC uses for this program are generated from room taxes that overnight visitors to the county pay and that DDC receives as part of their agreement with the Door County Tourism Zone Commission. Wisconsin state statute
dictates the use of those dollars.
“When visitors come to enjoy Door County, their overnight stay is more than a visit, it’s a cycle of giving,” according to Julie Gilbert, President & CEO of Destination Door County.
“Through this program we’re helping fund many amazing projects that improve our community for residents, while also enhancing the visitor experience here,” she said. The projects that were awarded funding in the program’s tenth grant cycle include:
Village of Ephraim was awarded $100,000 to help restore the Anderson Dock Historic Site, preserving a cherished Door County landmark for both visitors and residents alike. Bradley Jordan Foundation was awarded $100,000 to help build the first-ever gym at Washington Island School
for visitors and residents, featuring public pickleball courts, a walking track, and space for destination and community events.
Sister Bay Historical Society was awarded $50,000 to enhance infrastructure and accessibility at the Corner of the Past, home to the beloved annual Christkindlmarkt.
The Ridges Sanctuary was awarded $50,000 to construct all-season restrooms on its North Campus, supporting yearround trail use for winter hiking, snowshoeing, and nature immersion.
Town of Washington was awarded $50,000 to ensure the Washington Island Recreation Center swimming pool continues to serve current and future Washington Island visitors and residents for recreation and wellness.
Village of Sister Bay was awarded $50,000 to
A Cherry Pie Christmas Set To Debut This Fall
The Door County Christmas-genre movie that was filmed in Door County in early 2025 is set to receive its debut this November.
In the movie, titled A Cherry Pie Christmas, a Chicago pastry chef returns home to Door County for Christmas, rekindles an old romance, and must choose between her dream job and saving her family cherry orchard—with a winning pie that changes everything.
Broadcast and streaming partners have yet to be announced. An exact release date and where to watch the movie, which was filmed entirely in Door County, will be announced ahead of the 2025 holiday season. The official movie trailer is now available to watch on YouTube, simply search the movie title “A Cherry Pie Christmas.”
Calling Volunteer Models: Be Part of Door County’s Story!
Door County is at its best when we share the authentic spirit of the people who live here. This fall, we’re inviting our neighbors to join us in showcasing what makes our home so special by being a volunteer model.
From October 14–16, our team will be capturing professional photos and video that highlight everyday moments of joy and connection—whether it’s a walk through a state park, a laugh with friends over local flavors, or the simple warmth of a smile with a beautiful Door County backdrop. These images and video clips will help tell the story of the people and experiences that define Door County for visitors and residents alike.
If you’d like to be part of this project as a volunteer model, or simply want to learn more, please reach out to Elizabeth Charney for details at elizabeth@doorcounty.com. Together, we can share the heart of our community with the world.
Discover Door County This Fall
Destination Door County’s Fall Campaign, launched in early August, celebrates the flavors, adventures, and experiences that make autumn an unforgettable season. With fresh creative designs, inspiring imagery, and vibrant fall-themed illustrations, the campaign invites both travelers and locals to savor the season
through culinary delights, outdoor exploration, and seasonal traditions. From cozy meals at local eateries to camping under crisp autumn skies, the campaign highlights the many ways to enjoy fall. Outdoor enthusiasts can take advantage of hiking and biking trails, explore scenic parks, and participate in the Parks Challenge, while families and
Discover the Door County Heritage Trail
Over the summer, Destination Door County has been excited to introduce the Heritage Trail Pass, a new free, mobile-based experience that invites users to explore 28 historic and cultural sites across the county. From lighthouses and maritime museums to Belgian chapels and local history centers, each stop on the self-guided trail helps tell the story of Door County’s rich past.
As users check in at each location using the pass on their phone, they earn points toward prizes like a sticker pack (7 stops) or a canvas tote bag (14 stops). Since its launch on June 15, 2025, the trail has already welcomed 703 sign-ups, with an additional 146 active users actively exploring. Engagement has reached beyond our community, with participants from Wisconsin (674), Illinois (112), and Minnesota (48). As of mid-August, there have been 35 prize redemptions, showing just how much travelers are enjoying the experience. Thanks to the support of the Heritage Alliance of Door County, the trail celebrates the people, places, and stories that have shaped our community. It’s also helping DDC accomplish one of the four
friends can enjoy seasonal events and activities that make the most of autumn in Door County. This fall, immerse yourself in the season’s flavors, colors, and outdoor adventures. Scan the QR code to watch one of our fall promo videos and see all the ways Door County comes alive this time of year.
Destination Door County Reaches Milestone
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goals of the Door County Stewardship Plan, which is to develop and enhance arts, cultural and heritage experiences.
Getting started is easy—sign up for the free Heritage Trail Pass at doorcounty.com/heritagetrail or by scanning the QR code to begin your journey through Door County’s history.
transform the Teresa K. Hilander Community Ice Rink into a winter hub open more than 110 days each season.
These six most recent projects join 47 local projects that previously received grant funding, bringing the total impact from DDC’s Community Investment Fund to $2,810,082 since the program began in May 2023. A list of every grant that has been awarded is available at DoorCounty.com/cif.
The next grant application deadline is Monday, September 22, 2025, at 4 PM. Qualified applicants include 501(c)(3) public charities, 501(c)(6) organizations, and local units of government.
Destination Door County encourages any interested local non-profit organization or local municipality to schedule a meeting with the Door County Community Foundation, DDC’s Community Investment Fund administrative partner, to discuss their idea before submitting an application. Call the Community Foundation at 920.746.1786 or email grants@givedoorcounty. org to schedule an appointment. For details about the program and to view funding requirements along with the online application, visit CommunityInvestmentFund.org
Stewardship Corner
Keeping Door County Hydrated and Sustainable: A Community Effort in Action
When people gathered at festivals and community events this year, they didn’t just find music, food, and fun - they also found a new way to stay hydrated responsibly.
Since May, Destination Door County’s (DDC) water station initiative has been part of 28 days of events, offering residents and visitors a sustainable alternative to single-use plastic bottles.
So far this year, the stations have dispensed 50,027 ounces of water (that’s 391 gallons!) into 4,681 compostable bamboo cups and 672 reusable water bottles. Thanks to strong participation, the bamboo cup return rate reached 71%, getting close to DDC’s 75% composting goal. Most importantly, the initiative has already prevented 5,548 plastic bottles from entering landfills.
“A visitor or resident who chooses a bamboo cup isn’t just quenching thirst—they’re helping keep Door County clean and more sustainable,” said Sue Schwartz, DDC Community & Board Liaison.
While the hydration has been welcome on warm days, it’s the conversations at the booth that matter most. Visitors share gratitude for the service, curiosity about expanding it to new events—even beyond Door County—and an eagerness to learn about sustainable practices here on the peninsula.
Local businesses are also taking note, asking how they can replace misleading “compostable” plastics with truly
By the Numbers Sustainable Hydration 2025
28 events served (so far!)
50,027 ounces of water (391 gallons)
4,681 bamboo cups used
672 reusable bottles filled
71% return rate (goal: 75%)
5,548 plastic bottles saved from landfill
Autumn Events: Marinafest, Autumnfest, Harvest Fest, Pumpkin Patch, Fall Fest
compostable bamboo cups in their daily operations. The initiative has also sparked broader discussions about recycling logistics and countywide improvements.
Step Up for Our State Parks: Your Gift, Matched Dollar for Dollar
Back in
2023, Destination
Door County launched the Door County State Parks Challenge to enhance the five state parks in Door County.
Newport, Peninsula, Potawatomi, Rock Island, and Whitefish Dunes state parks are key drivers of visitation and enjoyed by residents every day of the year. By providing funding through special grants, the State Parks Challenge aims to bring support and awareness to the work of the State Park’s Friends Groups, which are relied upon more and more to fill funding gaps for programming and to work with park staff to maintain or improve park infrastructure.
Where does the challenge come in? Destination Door County is challenging visitors and residents to make donations to their favorite state park, and DDC will match those donations up to $50,000 per state park.
Each of the Friends of the State Parks groups have identified projects for the challenge and to raise funds for their efforts. The Friends of Peninsula State Park have already achieved their goal, with funds going towards new mountain bike trails. The remaining four state parks in Door County could still use your help! Learn about the projects at each state park and make a donation yourself at DoorCounty.com/donate
This project wouldn’t be possible without collaboration.
A dedicated group of volunteers has helped DDC make this program possible, assisting with set-up, take down, and working the water station booth itself. A huge thank you also goes out to the Climate Change Coalition of Door County as well as local musician and advocate Cathy Grier, who have hosted compost sites to ensure cups are handled properly.
The program will continue its journey this fall at some of the county’s most beloved festivals, including Marinafest (Sister Bay), Autumnfest (Baileys Harbor), Harvest Fest (Sturgeon Bay), Pumpkin Patch Festival (Egg Harbor) and Fall Fest (Sister Bay).
DDC’s water stations are more than a service – they’re a demonstration of how tourism, residents, and partners can work together to protect what makes Door County special. By reducing plastic waste, encouraging composting, and sparking meaningful dialogue, DDC is not just quenching thirst—they’re nurturing a culture of sustainability.
DDC Excited for Upcoming Accessibility Assessment Process
A recent research report, Portrait of Travelers with Disabilities™: Mobility and Accessibility, highlights significant barriers faced by travelers with mobility challenges. The study found that lodging and transportation accessibility are the two biggest obstacles to travel for this group. Nearly all respondents (96%) reported encountering accommodation challenges while traveling, while 86% experienced issues with flights and 79% with local transportation.
The report also offers key insights into destinations seeking to better serve and attract travelers with mobility challenges. When asked how destinations could improve accessibility, travelers identified the following:
More information available before visiting (84%)
Expanded and better-maintained infrastructure, such as sidewalks, ramps, and lifts (83%)
Promotion of accessible lodging options (81%)
In addition, respondents emphasized the importance of being able to see detailed photos of exact rooms, along with virtual tours of attractions, to evaluate potential barriers for mobility devices.
To help the destination continue making positive advances in being more accessible to everyone, Destination Door
County has launched the Door County Accessibility Assessment process, in partnership with Wheel the World (WheelTheWorld.com). This proactive initiative is designed to provide clear, reliable accessibility information for visitors of all abilities by working with businesses and organizations to identify both strengths and opportunities. A certified Wheel the World Mapper will assess 70 sites across the county in late October and early November, evaluating mobility, sensory, auditory and visual accessibility.
Destination Door County is looking for interested businesses and attractions that would like to go through the assessment process. There is no cost to participate, and this voluntary process will help business owners and attractions understand where they’re doing well and how they can make improvements to become more accessible.
In addition to receiving a customized assessment, participating sites will be featured on Wheel the World’s internationally recognized platform, giving travelers access to trusted information when planning their trips. In addition, sites will gain access to online training resources to help staff better serve customers of all abilities.
Learn more and apply to be one of the 70 sites at DoorCounty.com/ accessibility. Please reach out to Amanda Stuck at DDC with questions, amanda@ doorcounty.com.
DDC Completes Welcome Center Upgrades
Destination Door County recently completed the final portion of their welcome center lobby upgrade project with the installation of two new interactive kiosks. These kiosks bring DoorCounty.com directly to welcome center lobby guests, offering itinerary builders, interactive maps, and more. They also assist Destination Specialists in providing a more hands-on, engaging approach to onsite visitor support.
The new kiosks provide DDC with the ability to track which features visitors
interact with most, collecting valuable (yet anonymous) data that will help inform future co-op opportunities and marketing strategies all while better understanding guest interests.
The welcome center lobby upgrade project began early in 2025 and included several updates including a fresh coat of paint, new carpet, a redesigned open-concept layout for visitor materials and two new interactive kiosks. The refreshed layout in the welcome center improves lobby flow and includes comfortable
seating, while all partner materials remain easily accessible to guests.
The Door County Welcome Center, located at 1015 Green Bay Road in Sturgeon Bay, is open 24 hours a day, 7 days a week all year long. Hours that DDC staff are present for in-person assistance are Monday-Friday from 8 AM to 5 PM and Saturday from 9 AM to 4 PM through the end of October. Beginning November 1, winter staffed hours are Monday-Friday from 8 AM to 4 PM and Saturday from 10 AM to 4 PM.
Door County Gift Certificates
Door County gift certificates are available to purchase through Destination Door County at the Door County Welcome Center, by phone at 800-527-3529 or online at DoorCounty.com. They make great gifts for residents, visitors or rewards for employees!
Any business in Door County is encouraged to accept them and will be reimbursed by Destination Door County at 100% face value. Over $580,000 worth of Door County gift certificates were sold through Destination Door County last year and they can only be spent at local businesses in Door County.
View a list of Door County businesses that happily accept Door County gift certificates and order some today at DoorCounty.com/gift-certificates
Meet DDC’s New Marketing & Sales Assistant
Hello! My name is Abigail Sternard, and I’m thrilled to be joining the team as the Marketing and Sales Assistant at Destination Door County. I’m a recent graduate of the University of Wisconsin–La Crosse, where I studied Marketing and Tourism and Event Management. I’m excited to be part of an organization that showcases the beauty and charm of a place as special as Door County. I look forward to connecting with our partners and contributing to the continued success of our community!
Destination Door County Staff
Main phone line: 920-743-4456 or 800-527-3529
Phil Berndt, Director of Partner Services phil@doorcounty.com
Elizabeth Charney, Marketing & Sales Manager elizabeth@doorcounty.com
Amy DeMeter, Administrative Services Manager amy@doorcounty.com
Brittany Flores, Destination Specialist brittany@doorcounty.com
Julie Gilbert, President / CEO julie@doorcounty.com
Jon Jarosh, Chief Communications Officer jon@doorcounty.com
Pat Nash, Director of Visitor Services pat@doorcounty.com
Molly Nelson, Destination Specialist molly@doorcounty.com
Jennifer Rogers, Director of Media Relations jen@doorcounty.com
Sue Schwartz, Community & Board Liaison sue@doorcounty.com
Abigail Sternard, Marketing & Sales Assistant abigail@doorcounty.com
Amanda Stuck, Community Engagement Manager amanda@doorcounty.com
Chris Surfus, Custodial Services
Yvonne Torres, Vice President of Finance & Operations yvonne@doorcounty.com
While Destination Door County was founded in 1884, and incorporated in 1891, this year we commemorate our tourism organization’s 100th Annual Meeting - and we hope you’ll make plans to join us! Mark your calendar for Tuesday, October 28th, 2025 from 5:30 to 8:00 PM at the newly renovated Maxwelton Braes Lodge in Baileys Harbor. It will be a fun evening of networking, dinner and celebrating our collective accomplishments and successes. Event details and registration information will be announced in late September, and on DoorCounty.com/RSVP.
Become a DDC Partner!
Destination Door County is a partnershipbased organization that provides a variety of opportunities for Door County businesses and organizations. Any Door County based business or organization is welcome and encouraged to become a Destination Door County partner for free.
To learn more and sign up to become a DDC partner, visit DoorCounty.com/partnership. Have questions or looking for more information? Contact Phil Berndt, phil@ doorcounty.com or 920-818-1136.
Destination Door County is a 501(c)(6) nonprofit destination marketing and management organization representing Door County, Wisconsin. We are a partnership-based organization that supports and provides valuable exposure for tourism-focused businesses while driving incremental economic development through promotional strategies that prioritize sustainable tourism.
Destination Door County 1015 Green Bay Road • P O Box 406 Sturgeon Bay, WI 54235 Web: DoorCounty.com Email: info@doorcounty.com Phone: 920-743-4456 • Toll-free: 1-800-527-3529 PROUDLY