(Madison, Wis.) With most schools in the area off for spring break this week, an uncommon occurrence, the staff of every attraction serving children and families is being stretched and tested. Madison Children’s Museum staff have just been officially certified as best in class to meet that challenge.

On March 13, Governor Tony Evers and the Wisconsin Department of Tourism honored the outstanding efforts of six organizations and individuals as the winners of the 2024 Governor’s Tourism Awards during the Wisconsin Governor’s Conference on Tourism in Lake Geneva.

MCM’s Education, Visitor Services, and Outreach Teams won the 2024 Governor’s Tourism Award for Service Excellence.

“These hardworking partners help drive the success of Wisconsin’s tourism industry, which is a critical economic engine for our state, generating $23.7 billion in economic impact,” said Gov. Evers. “I want to congratulate all the winners on this well-deserved recognition and thank them for their leadership, dedication and innovation that help support our state’s tourism industry and make Wisconsin a place that people from all over choose to visit.”

“This year’s conference celebrated the theme of The Art of Tourism, and the Governor’s Tourism Award nominees represent the craftspeople behind the masterpiece that is Wisconsin tourism. These folks demonstrate an artist-like level of creativity, passion and commitment and help us paint a brighter future for everyone in the tourism industry,” said Secretary Anne Sayers. “I applaud this group for being trend-setters, go-getters and community champions. Wisconsin’s economy is stronger because of them.”

The Governor’s Tourism Awards were created in 2010 to recognize excellence and leadership in travel and hospitality. Across six categories, 62 individuals, businesses and destinations were nominated for the 2024 Governor’s Tourism Awards.

The nomination read, “The staff of the Education, Visitor Services and Outreach teams at the Madison Children’s Museum guide 200,000 annual visitors on a journey of enjoyment, learning and self-discovery and interact directly with guests in a variety of capacities. A typical day for staff could include playing and engaging with guests, sharing their interest and knowledge, or answering visitors’ questions, all while demonstrating a crisp professionalism. Since the museum’s post-pandemic reopening, the staff have been instrumental in making visitors feel welcome, garnering high customer satisfaction scores along the way.”

For the last few years, the museum has calculated a Net Promoter Score from post-visit surveys. This metric is widely used by businesses in every industry to track customer satisfaction. A score of above 50 is excellent; above 80 is world class. MCM’s cumulative score is 85. Much of the credit goes to the award-winning staff.

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