Shaping the Next Decade of Tourism in the Eau Claire Area
The Eau Claire area is embarking on a destination master plan (DMP) - a 10-year roadmap for tourism, built with the people who live, work, and do business across five communities — the City of Eau Claire, City of Altoona, City of Osseo, Town of Union, and Town of Wheaton.
A strategic blueprint, built with the region — not around it.
The Destination Master Plan will establish a shared, long-term vision for how tourism can support thriving communities throughout the Eau Claire Area. It's not just an organizational strategy — it's a regional framework aligning tourism development with economic, cultural, and quality-of-life goals across all five partner communities.
Tourism generated a record $480 million in Eau Claire County in 2025, and new venues like the Sonnentag are bringing more people to the region every year. Decisions about what gets built, funded, and promoted next are being made right now. This plan is how those decisions get made with the community, instead of around it.
Why now?
Tourism in Eau Claire County generated a record $480 million in 2025, and new venues like the Sonnentag are bringing more people to the Chippewa Valley every year. Decisions about what gets built, funded, and promoted next are being made right now. This plan is how those decisions get made with the community, instead of around it.
The Process
The plan moves through three phases over the next year, each one building on the last.
Get Clear.
Now through November 2026
We listen. This phase includes data review, surveys, interviews, and open community sessions in all five communities. This is your window to contribute ideas before anything is drafted.
Get Focused.
December 2026-March 2027
We bring it back. A draft vision and set of priorities are shared with the community to react to — before anything is finalized.
Get Moving.
April-June 2027
It becomes real. A final plan is delivered with specific owners, funded actions, and public progress updates anyone can follow.
What This Plan Means for You
If you live here
A say in how tourism contributes to the vibrancy of your community. Quality of life is an intended outcome, not a side effect.
If you serve in local government
One shared roadmap to direct public dollars toward, with measures attached to those investments.
If you own a business
Clearer visibility into where visitors are actually going — and five communities investing as one region instead of competing for the same visitors.
If you're visiting
A region that's more connected and easier to navigate, because five communities are planning it together.
How to Get Involved
Ninety minutes. Open to everyone. Nothing to prepare, and no specific experience is required. Community Engagement Sessions will run across all five communities October through November. Dates and venues marked as TBD will be added as they are confirmed.
| Community | Date & Time | Location |
|---|---|---|
| City of Eau Claire | Tuesday, Oct. 6 at 4–5:30 PM | Venue TBD |
| Town of Wheaton | Wednesday, Oct. 7 at 4–5:30 PM | Wheaton Town Hall 4975 Co Rd T, Chippewa Falls, WI 54729 |
| Town of Union | Date & Time TBD | Venue TBD |
| City of Osseo | Wednesday, Oct. 14 at 4–5:30 PM | Osseo City Hall 13712 8th St, Osseo, WI 54758 |
| City of Altoona | Thursday, Oct. 15 at 4:30–6 PM | Altoona City Hall 1303 Lynn Ave, Altoona, WI 54720 |
Our Guiding Leadership
Seven representatives from local government, higher education, and the hospitality and business community make up the Destination Master Plan Steering Committee. They'll review research, weigh priorities, and work directly with Coraggio Group throughout the process — making sure the plan reflects what the region actually needs, not just what's easiest to write down.
Note: per the VEC/City of Eau Claire contract, the Steering Committee seats a City Director and City Manager (or designee) from Eau Claire, plus one seat per municipality generating more than $200,000 in room tax revenue — currently Eau Claire and Altoona. Osseo, Union, and Wheaton are engaged through the listening sessions and stakeholder interviews rather than a standing committee seat.
Steering Committee
- Jake Wrasse — VEC 1st Vice Board Chair & UW-Eau Claire
- Charlie Johnson — City of Eau Claire, City Director
- Dave Solberg (or designee) — City of Eau Claire
- Roy Atkinson — City of Altoona
- Sara Schwendemann — Metropolis Resort
- Tom Larson — Larson Companies
- Dave Minor — Eau Claire Area Chamber of Commerce
Visit Eau Claire Support Team
- Kenzi Havlicek — Executive Director, CDME
- Demi Mulry — Director of Marketing
- Dana Crosson — Director of Sales
- Ashley Troutman — Finance & Administration Manager
Who's Building This With Us
Visit Eau Claire has partnered with Coraggio Group, a strategic planning firm with 21 years and 450+ completed plans, alongside specialist partners in resident research, public finance, and visitor intelligence. Coraggio brings a team of specialist partners — Downs & St. Germain (resident and visitor research), Civitas (public finance and room-tax expertise), and Data Appeal (real-time visitor intelligence) — assembled specifically for the multi-jurisdictional scope this plan requires.
hello@corragiogroup.com | 503-493-1452