What's a chamber of commerce? How organizations like Visit Lake Geneva work
In today’s contentious climate it seems a fellow could get into an argument for saying the sun rises in the east and sets in the west.
So it’s a good day to call attention to a category of organizations that exist for the sole purpose of bringing people together in common cause to build pride, progress and prosperity.
We’re talking about local chambers of commerce, which exist all across America carrying out positive work on behalf of the people and communities they serve. The names may vary and there are local differences in approach, but the overall concept is the same. Strive to make tomorrow better than today.
September is designated Chamber of Commerce Month. Here, Visit Lake Geneva is set up with a dual purpose, as both chamber of commerce and tourism destination marketing organization. That’s not unique, but it is unusual.
“This structure probably wouldn’t be effective everywhere,” said Stephanie, who is also president and CEO of Visit Lake Geneva. “Here, though, the business and tourism sectors connect in so many seamless ways, each dependent on the other for the overall growth of the community. It’s a strong opportunity to create and build networks and partnerships that cross traditional lines to foster common purpose.”
For those who may be less familiar with why chambers exist, here’s some mission information compiled by Wisconsin Manufacturers & Commerce.
There are 265 local chambers in the state. Chambers are independent nonprofits operated by professional staff overseen by volunteer boards of directors.
Chambers are established with the philosophy that American free enterprise is the engine of economic progress, and that the businesses of a community are stronger when working together.
The best chambers function as the community hub, bringing together industries, businesses, tourism and government to identify interests and solve common problems. Chambers facilitate creative solutions by acting as the business partners’ voice for education, advocacy, development, planning and networking.
To achieve common goals, chambers must stay at the forefront as a key leader to understand community issues and help guide mutually beneficial strategies. There’s no autopilot function. It’s a hands-on role every day.
High-minded goals, to be sure. The question, as always, is whether the results measure up. The well-regarded Harris Poll, commissioned by ACCE (Association of Chamber of Commerce Executives), found the following:
81% of respondents believe their local chamber is a trusted resource for business and partner interests.
91% of respondents say their chamber is crucial to local business growth.
88% say local chambers have a positive impact when it comes to addressing community challenges.
National and state perspectives are useful, especially when it’s a designated celebration like Chamber Month. Still, right here, what matters most is how the local organization impacts our communities and the larger region. For that, let’s take a look at some key statistics reported earlier this year.
Tourism is nearly a billion-dollar industry in Walworth County. Of that, more than $700 million was generated in 2024 by Lake Geneva visitors, up 4.1%. Visitor-centric businesses in Lake Geneva employ about 5,000 people, an increase for 2024 of 3.6%. Visits generated more than $54 million during 2024 in state and local taxes, up 3.7%. That money plays a major role in supporting local government services, funds that otherwise would be paid by residents.
In another era, chambers were more reactive than proactive, waiting for visitors to come or businesses to reach out for help. In the age of immediacy driven by modern digital communication, the list of chamber services and activities seems endless.
For example, Visit Lake Geneva’s website attracts about 2 million users a year; both printed and digital copies of the popular Visitors Guide can be accessed; social media platforms reached 8.7 million people in 2024; there’s a monthly newsletter for sign-up; a handy updated events calendar; a local Services Guide listing; and a job board for employers.
Partners specifically benefit from ribbon cuttings drawing attention to new or improved enterprises; from monthly educational partner meetings that support networking; and from volunteer ambassadors providing services.
Visit Lake Geneva also stages or assists with big local events, among them Winterfest, Concerts in the Park, Restaurant Week and the Electric Christmas Parade.
“It’s always a little embarrassing to sound like we’re tooting our own horn,” Stephanie said, “so in that sense it’s nice to have an outside proclamation like Chamber of Commerce Month to give us an excuse. We’re proud of our team, and we enjoy coming to work because it gives us a chance to make a positive difference here in the place we love. No two days are alike because there’s always another challenge. Strike that. Another opportunity. Just know we’re here to help.”
For more information go to the website visitlakegeneva.com.
