WATA is proud to announce that six of its key partners and leaders have been nominated for the 2026 Governor’s Tourism Awards. Representing the fastest-growing segment of the state’s $25.8 billion tourism industry, these nominees exemplify the leadership, innovation, and heritage that make Wisconsin a premier agricultural tourism travel destination.
The Governor’s Tourism Awards recognize outstanding contributions to the state’s hospitality and travel sector. This year’s WATA-affiliated nominees span multiple categories, highlighting the diversity and impact of agricultural tourism.
2026 WATA-Affiliated Nominees
- Rising Star Award: Rick Sense (Calumet County) – Recognized for his “visit and stay” initiative. Sense drove a record $77 million economic impact in Calumet County. Doing so through innovative digital content and strategic destination branding.
- Service Excellence Award: Sheila Everhart (WATA) – Nominated by the City of West Bend for her servant leadership in coordinating the marketing for the Classic Green Reunion 2025. This generated up to $1.79 million in regional economic activity and attracted visitors from seven countries.
- Legacy Award: Bob & Mary Ann Pearce (Pearce’s Farm Market) – Honored for a 60-year legacy of pioneering agricultural tourism in Walworth County. Their multi-generational operation attracts 75,000 visitors annually and serves as a vital model for rural economic stability.
- Bright IDEA Award: Rainbow Ridge Farms (Onalaska) – Recognized for their “Radical Inclusivity” partnership with the North American Squirrel Association. This was to provide Action Track Chairs, making rugged farm terrain accessible to all visitors.
- Innovation Award: Food + Farm Exploration Center (Plover) – A first-of-its-kind destination that blends STEM education with production agriculture. In its first year, it welcomed over 103,000 visitors and contributed to a 19% tourism growth in Plover.
- Arts, Culture & Heritage Award: Lautenbach’s Orchard Country (Fish Creek) – A 70-year-old “living museum” of Door County’s farming culture. The orchard gained national fame as the primary filming site for the 2025 holiday movie, A Cherry Pie Christmas. This added over $600,000 into the local community.
Winners will be announced during the Wisconsin Governor’s Conference on Tourism March 17 in Milwaukee.
