In 2025, the Fond du Lac area’s official visitors bureau celebrates a major milestone: 50 years of promoting tourism, community pride, and economic vitality in east-central Wisconsin.
While Fond du Lac was not the first city in Wisconsin to establish a convention and visitors bureau, it was among the pioneers. Only larger markets such as Madison, Milwaukee, Waukesha, and La Crosse formed bureaus earlier.
The organization was officially incorporated on December 19, 1975, when its articles were filed with the Wisconsin Secretary of State under the name Fond du Lac Area Convention Bureau, Inc. That same year, the Fond du Lac City Council approved a 4% hotel room tax ordinance to fund the newly formed 501(c)(6) not-for-profit, non-stock corporation—laying the foundation for a half-century of destination marketing.
Early Leadership and Community Traditions
Bill Davis served as the Bureau’s first Executive Director. Shortly thereafter, leadership transitioned to JoAnn Ward, who would guide the organization for 23 years as Executive Director of the Fond du Lac Area Convention and Visitors Bureau.
During Ward’s tenure, many of Fond du Lac’s signature events and traditions were born, including Walleye Weekend, Taste of Fond du Lac, and the early roots of Fond du Lac Festivals. Under her leadership, the Bureau also strengthened its focus on group travel, attracting conventions, conferences, tournaments, and motorcoach tours … These elements continue to be a cornerstone of the local tourism economy.
Growth, Rebranding, and Regional Expansion
Following Ward’s retirement, Glenn Brill assumed leadership and played a key role in the development of the Fond du Lac Visitors Center at 171 South Pioneer Road, which opened in 2003.
Leadership later transitioned to Michael Schmal, who moved from Board Chair to President & CEO. In 2010, Craig Molitor succeeded Schmal as President & CEO. Under Molitor’s leadership, the organization rebranded the community with the welcoming slogan “C’mon In” and relocated its offices downtown to 23 South Main Street in partnership with Envision Greater Fond du Lac the county’s Chamber of Commerce. Molitor stated at the time “It makes great sense to have the Convention and Visitors Bureau and the Chamber of Commerce working side-by-side … we are separate organizations but working towards the same goal: the vibrancy of our community!”
The Bureau adopted its current name, Destination Lake Winnebago Region (Destination), reflecting a broader geographic footprint and mission. During this era, Destination launched several signature events and initiatives, including Sturgeon Spectacular, the Wisconsin State Snow Sculpting Championship, The Art of the Bloody Mary Competition, and the Harvest to Holiday Shopping Season, designed to promote local shopping and dining.
Destination also expanded its reach through room tax partnerships with Waupun and by fostering a “good neighbor” relationship with parts of Calumet County, branded as Lake Winnebago’s East Shore. Sturgeon Spectacular was later sold to Fond du Lac Festivals, further strengthening local event stewardship.
Community Investment and Impact
Beyond tourism promotion, Destination has increasingly embraced its role as a community partner. With Board support, the organization has reinvested in local quality-of-life & Sports Tourism assets, including two separate $100,000 donations supporting facility improvements at Blue Line Family Ice Center and Marian University / Fond du Lac Dock Spiders.
Destination has also supported special events, awarded community improvement microgrants, place making initiatives and led a customer service program designed to enhance both visitor and resident experiences.
Looking Forward
Today, Destination Lake Winnebago Region is led by President & CEO Craig Molitor and a dedicated professional team, including Lisa Lefeber, Vice President; Erin Lund, Director of Marketing; Liz Engh, Director of Group Tour Sales; Edith Ferguson, Director of Sales and Service; and Samantha Verhagen, Marketing Specialist.
Reflecting on the organization’s legacy, Molitor credits JoAnn Ward with “essentially writing the book on modern destination marketing.”
“People don’t travel just to stay in a hotel room,” Molitor said. “They travel to meet, shop, celebrate, explore, dine, relax, and experience life. We build our operation on that simple truth—and residents judge livability by the very same standards.”
Molitor often emphasizes that investing in quality-of-life initiatives benefits both residents and visitors alike. “If the region is a great place to live,” he noted, “it’s an equally great place to visit.”
As Destination Lake Winnebago Region marks its 50th anniversary, it continues to honor its history while looking ahead—advocating for a vibrant, welcoming community that thrives for residents and visitors alike.
