MADISON, Wis. (June 27, 2025) – In recognition of exceptional achievement, Governor Tony Evers and the Wisconsin Office of Outdoor Recreation announced seven individuals and organizations as the first recipients of the newly created Wisconsin Governor’s Outdoor Industry Awards for their outstanding contributions to Wisconsin’s outdoor recreation industry.
“I was glad to create the Office of Outdoor Recreation in my very first budget as governor because not only is outdoor recreation a more than $11 billion industry in Wisconsin but it’s vital to our state’s culture and way of life,” said Gov. Evers. “Wisconsin has countless outstanding parks for hiking and camping, trails for snowmobiling and biking, and waterways for fishing and boating, but it’s the people that make this industry so special. The folks we’re recognizing with these awards go above and beyond to keep Wisconsin’s outdoors a premier destination, and their work is helping to build a brighter, healthier and more prosperous future for our communities and our state.”
In 2019, Gov. Evers created the Office of Outdoor Recreation at the Wisconsin Department of Tourism to serve as a central hub for Wisconsin’s outdoor recreation industry, working with stakeholders and providing resources to bolster Wisconsin as a top outdoor recreation destination. The governor’s 2025-27 Biennial Budget proposal includes more than $500,000 and several staff to make the Wisconsin Office of Outdoor Recreation a permanent hub for outdoor partners, brands and the industry.
“The Governor’s Outdoor Industry Award recipients are innovators, collaborators, trailblazers and rising stars leading Wisconsin’s outdoor recreation industry to new heights. Their contributions to our economy and culture can easily be overlooked, and the awards shine light on their extraordinary dedication, creativity and success,” said Office of Outdoor Recreation Director Cassie Mordini. “As the hub for Wisconsin’s outdoor industry, the Office of Outdoor Recreation is proud to recognize and celebrate the accomplishments of the people behind this important sector of our state’s economy.”
Launched this year and hosted by the Office of Outdoor Recreation, the Governor’s Outdoor Industry Awards honor the outstanding accomplishments that drive economic impact and elevate the profile of Wisconsin’s thriving outdoor industry and of the state as a top outdoor recreation destination.
“Our remarkable outdoors and exceptional outdoor recreation offerings are a huge draw for travelers, consistently ranking as a top reason folks choose to visit Wisconsin,” said Tourism Secretary Anne Sayers. “We’re so lucky to have the Office of Outdoor Recreation bolstering our capacity to amplify our outdoor product, fueling innovation and development in the sector and strengthening the industry network through efforts like these awards that recognize leadership and success in the industry.”
Across seven categories, 75 nominations were received for individuals, destinations and organizations. Winners were announced and nominees were recognized at a special celebration on June 26.
The winners of the 2025 Wisconsin Governor’s Outdoor Industry Awards are:
Destination of the Year Award – Wisconsin State Park System
Celebrating 125 years in 2025, the Wisconsin State Park System provides access to some of Wisconsin’s most unique and scenic landscapes, exceptional outdoor recreation opportunities and amazing experiences for visitors. For this anniversary year, the Wisconsin State Park System is bolstering activities and opportunities for those new to outdoor recreation.
Outdoor Business of the Year Award – Adventure Outfitters, LLC, in Waupaca
The year-round retailer and outfitter Adventure Outfitters, LLC, in Waupaca was recognized as always helping people access the outdoors with confidence and comfort, where staff act not just as sales associates, but as trusted guides, consultants and educators. Whether someone stops in to ask about trail conditions or needs help fitting a helmet, staff treat every interaction as a chance to get someone out on a bike, board or boat.
Trailblazer Award – Bill Menke, retired volunteer
As a National Park Service volunteer, Bill Menke logged more than 6,300 hours and spent over 30 years working with the North Country Trail Association to build and blaze 82 miles of trail in northern Wisconsin. Beyond building and designing trails, he’s trained and mentored several staff and volunteers.
Big Tent Award – Bill Bertram, Marathon County outdoor recreation advocate
Bill Bertram’s passionate leadership has created a welcoming outdoor recreation environment in Greater Wausau and beyond, using outdoor recreation as not just a pastime, but an endeavor with opportunities for all, exemplified in events like the Badger State Games, the Rib Mountain State Park expansion, IronBull and several land and water trail projects like the Great Pinery Heritage Waterway. Bertram approaches every event and initiative with a focus on community, personal encouragement and removing barriers to participation.
First Ascent Award for Innovation – Boulder Junction Parks and Recreation Board, The Glide
The Glide in Boulder Junction, organized by the Boulder Junction Parks and Recreation Board, is the only outdoor skating ribbon in Wisconsin. Completely free for users and created and maintained entirely by volunteers, The Glide brought thousands of visitors to northern Wisconsin looking for a unique winter experience in the winter of 2024-25.
Rising Star Award – Kennedy Domerchie, Outdoors Development Manager, Visit Eau Claire
In her three years working for Visit Eau Claire, Kennedy Domerchie has built partnerships across the state to elevate the outdoor opportunities in Eau Claire, rallying an eight-county network around a shared mission to strengthen outdoor infrastructure and build a more inclusive, accessible outdoor economy.
Tandem Award for Collaboration – Natural Resources Foundation of Wisconsin’s Field Trip Program
The Field Trip Program, curated by Kim Kreitinger and Christine Tanzer, reaches more than 5,000 people annually, offering 250-plus trips that connect people to Wisconsin’s outdoors, all led by more than 125 partners across the state.
To view descriptions of each award category and the full list of nominees, visit the Office of Outdoor Recreation’s website.
