The Minocqua Area's Chamber of Commerce and Visitors Bureau has developed a brand that will represent every facet of the organization. The organization's new name, Let's Minocqua, reflects tourism promotional efforts for visitors as well as the long-time chamber of commerce roles it has traditionally played in the community. The organization has evolved its look and feel to speak to a new generation doing the same work it has always done.

The organization first explored updating the name and identity for the Minocqua Area Chamber of Commerce utilizing Oneida County Tourism Council brand exploration analysis, digital demographic analysis, data points from all our marketing and strategic positioning research to develop the brand you see today. This new logo does not reflect a change in the organization’s brand positioning. Instead, it examines the expression of that brand positioning through a refreshed brand identity that takes into consideration the naming of the organization itself.

Through the organization's research it was identified that names of organizations have evolved from literal interpretations of a government entity like “Bureau” or “Chamber” to a more conversational tone designed to make an emotional connection with the audience. What if the brand was more of a feeling, more of a state of mind? What if the brand was as active as the opportunities you find in the area? What if we made Minocqua a verb, instead of a noun? These were all questions explored and answered in the updated logo.

Through these explorations, the organization determined that the logo should be reminiscent of travel signage used throughout the state and in countless memories of summer camps from long ago. With warm golden sun rays and script type font from postcards of another era and a feeling of travel patches and scouting emblems that people use to acknowledge places visited or activities they are proud of.

Krystal Westfahl, Executive Director at Let’s Minocqua said, “In the strategic analysis of visitor experience, one of the most defining characteristics is their relationship to the past. Either a place they visited when they were children, summer camp attendance, or visiting with friends at a lake house, the feeling of nostalgia was strong with those that identify with our area. The area is also rooted in the outdoors so the logo has a strong outdoor feel that carries throughout all our advertising.”

Organizations have adopted naming structures that serve more as calls to action, inviting visitors to come to their destination. Minocqua is unique therefore the name should sound unique. Still inviting. Still friendly. It’s not just a place to go, but a thing to do. Fishing, boating, hiking, Beef-A-Rama™ or fireworks on New Year's Eve. Whatever you are into… It’s our brand promise come to life. In short “Let’s Minocqua” is short for Let’s do it, Let’s go. Let’s sled, Let’s ski, Let’s shop, Let’s fish, Let’s swim, Let’s hunt, Let’s eat, Let’s celebrate, Let’s get started. You get the picture.

“If we don’t evolve, we will go extinct. You don’t have to look far to see examples in our local area. We are a dynamic organization responsible to keep our area brand alive, relevant, and evolving with our target market. I believe we are doing this here at Let’s Minocqua. Change is important!”, said John Eppes, Owner and Senior Technologist of Bear Naked Technologies and Let’s Minocqua Board Member at the January 13th press conference held at the Let’s Minocqua Welcome Center.

Buck Drossart, the General Manager for The Pointe Hotel and Suites and the Minocqua, Arbor Vitae, Woodruff Room Tax Commission Chairman said at the same press event, "Tourism is a major industry in the Minocqua Area and I look forward to the next evolution of tourism promotion from Let's Minocqua! Tourism contributes towards increased economic activities, employment, and plays a significant role in the health and wellbeing of our communities. As the Room Tax Commissioner for our area, I look forward to long term sustained tourism efforts as Let's Minocqua finds ways to engage new and returning visitors. This brand identifies the greater Minocqua area and what we represent to our locals and visitors alike. Help me in congratulating the hard work the Let's Minocqua board and staff put into this re-imagined brand."

Along with the name change, the organization will be launching a new and improved website in April that will incorporate more of their brand promise and give our locals and visitors a one-stop-shop when trying to find information about the area. With over a million page views a year, a viewership that spans the globe, and daily returning visitors to our exceptional webcam page, the website (relaunching as is an information powerhouse for the organization.

“It’s an exciting time to be a part of the evolving tourism landscape and I can’t wait to see what the future holds with all these strategic moves. We are positioning this organization to bring long-term economic success to our Northwoods partners and we couldn’t be happier with the outcome of this chapter in our organization's history.”, said Krystal Westfahl, Let’s Minocqua Executive Director.

About Let's Minocqua Chamber of Commerce + Visitor's Bureau

Let's Minocqua is the official destination marketing organization for the Minocqua, Arbor Vitae and Woodruff communities and proudly represents 400 + local businesses. Let's Minocqua exists to advocate for and enhance economic growth for all that visit, work, live, and play in these communities. Please contact us at, our 24-hour Welcome Center at (715) 356-5266, or visit us at 8216 Hwy. 51 S. in Minocqua for personal assistance.


Media Contact:

Krystal Westfahl
Executive Director
715-356-5266 or 920-740-5122

Chamber Staff, Board, Ambassadors along with Buck Drossart and Rob Swearingen were present for the ribbon-cutting at Let's Minocqua Welcome Center celebrating their re-branding success!

Photo Courtesy of Dean Acheson