WATA Partners Nominated For Governor’s Tourism Awards

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 visitors from all over the country and supports 50+ seasonal jobs.
• 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.