Every winning organization needs a utility player.
On the backs of the blockchain and non-fungible tokens (NFTs), VISIT Milwaukee has found just that in the name of Authenticated Experiences (AX).
Built to amplify the importance of the creator economy and Web3, AX, or AXMKE, is a non-fungible token art tourism program curated by VISIT Milwaukee, the official tourism agency of the baseball-crazed Brew City. As the destination marketing industry’s only immersive and interactive NFT platform worldwide, AX leverages the utility features of NFTs as a way for Milwaukee natives and visitors to unlock exclusive, real-life experiences and prizes amidst what’s similar to a scavenger hunt.
Having debuted in partnership with 2023 Summerfest, the world’s largest music festival, AX spotlights Milwaukee’s digital creators, iconic brands, places and people by positioning NFT collectibles at citywide geolocations.
“The NFT world can be used in so many unique ways and can help to spread the word of a destination globally in seconds, and the user experience of engaging with Milwaukee through original digital art can inspire people for real-life or virtual visits to the city,” says Josh Albrecht, VISIT Milwaukee’s vice president of marketing and communications. “As a utility player, the NFT technology will allow us to engage with a wide range of partners, from our theaters and sports brands to our parks and restaurants.”
As VISIT Milwaukee’s latest marketing venture, AX is housed at www.NonFungibleTourism.com where collectors will find NFT collectibles plotted on a digital map of Milwaukee. With a mobile device in hand, participants can collect the NFTs for free by visiting the physical location on the map (collectors must be within the geofence diameter of each NFT), clicking on the NFT icon, and entering a name and email address. And to make things more user-friendly and amenable for newer players to the NFT and Web3 space, cryptocurrency and cryptowallets are not required to participate.
“With only a smartphone, we can create an opportunity for athletes at a tournament in Milwaukee to unlock the AX world and earn unique opportunities during their stay. Or can we provide ways for athletes and parents to extend their stay or plan return visits by claiming NFTs at our facilities—that’s a win for everyone,” says Albrecht.
As soon as participants claim one of AX’s custom digital art pieces—currently the work of Milwaukee natives T9LET and Cullah, the first two creators VISIT Milwaukee is spotlighting through AX—the minting process occurs and a non-fungible token is born to the Polygon blockchain. While the collection of NFTs begins unlocking exclusive experiences as part of AXMKE, the transition from digital art to NFT on the chain also produces a unique block—a one-of-a-kind, time-stamped digital receipt that authenticates ownership of the NFT, underscoring the distinctive value of the blockchain.
That encrypted digital ledger that stems from blockchain technology serves as a key differentiator, positioning the chain at the heart of Web3 thanks to its unparalleled functionality for enhancing transparency, data privacy, decentralization and individual autonomy. The blockchain’s potential for travel and tourism benefits also extend through identification management, secure digital payment, credential and inventory management, ticketing, and loyalty programs a la AX.
Because these benefits naturally cross over to modern traveler behaviors that range from online self-booking to creating authentic local experiences, Web3 programs are set to remain part of the tourism lexicon for years to come. Per a Cognitive Market Research report released in April 2023, the global Web3 market is valued at $3.34 billion as of 2022, and it is projected to grow to $49.10 billion by 2030—a compound annual growth rate (CAGR) of 46.7 percent from 2023 to 2030.
The Sports Events & Tourism Association (Sports ETA), the trade association for sports tourism, also recognizes the transformative potential of Web3 and the blockchain, due in part to the projected growth of the sports metaverse that’s on track to hit a market value of $80 billion by 2030 (Source: Web3 Studio).
“Our members are starting to utilize this technology for customer engagement, retention, and exploring new monetization opportunities such as ticketing, fan tokens, data management, and sport governance,” says John David, president & CEO of Sports ETA. “The example of VISIT Milwaukee's Authenticated Experiences program, which utilizes NFTs, illustrates how NFT technology can enhance user experiences and engagement. By transforming tourists into digital art collectors and offering exclusive real-life experiences and prizes through a scavenger hunt-like format, AX showcases the potential for immersive and interactive tourism experiences.”
To augment last month’s launch, VISIT Milwaukee is already building the next phase of AX that features GRAMMY Award-winning musician and Milwaukee native Grace Weber, a variety of trade show NFT drops and activations, and partnerships with Milwaukee’s signature sports brands, personalities and venues.
Whether AXMKE’s participants are of the leisurely Pokémon GO or sporty Orienteering USA vein, collectors will receive a variety of tourism perks. By claiming T9LET and Cullah’s Summerfest-inspired NFTs, collectors can win free tickets to a 2024 Summerfest show of choice. And at meetings and sports trade shows that VISIT Milwaukee attends, event planners who make claims can expect invitations to exclusive activations on the road or fresh experiences in Milwaukee.
“Blending the digital art world of NFTs with our sports tourism product presents an exciting opportunity,” says Albrecht. “We’re already in discussions with the Milwaukee Milkmen independent baseball team and their league partners, along with the Milwaukee Bucks for future opportunities. In addition, we’ll be showcasing NFTs as part of our tradeshow booth experience to engage with planners and tournament directors.”
Guided by an adept speed to market, AX and Web3 derivatives are set to remain an important block of VISIT Milwaukee’s destination marketing strategy. And because of the blockchain’s trademark strengths in autonomy and safety that help creators and travelers save money and time, there is a decreased need for third-party interfacing—further incentive for tourism at-large to adapt to Web3-friendly platforms.
“As NFTs empower artists, consumers, and travelers with more autonomy and power, third parties must adapt to remain relevant. This can involve exploring partnerships and collaborations with blockchain platforms to offer value-added services to creators and consumers,” says David. “Event organizers, for instance, can leverage NFTs to provide exclusive access to digital content or related experiences, fostering deeper engagement and community-building. Third parties can also facilitate NFT transactions, provide technical support, and assist creators in navigating the blockchain ecosystem. The willingness to embrace and adapt to new technology is a crucial first step for third parties, with early adopters leading the way while others observe and evaluate.”
Whereas encryption is for the blockchain, agility can be a game-changing competitive edge for any organization. Born out of the sports capital of the Fresh Coast, it’s that hallmark dexterity that makes VISIT Milwaukee a bona fide tourism utility player.
“The creator economy is certainly a strong portion of the visitor economy. Creators and creatives help to shape the narrative of any destination,” says Albrecht. “We want to capitalize on their momentum and creativity to showcase Milwaukee as a fresh city, one willing and eager to adapt and change as quickly as the content creators themselves adapt and change.”
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