FIFTH SEASON FOR FERRY OPENS MAY 1

Lake Express building frequent traveler base

MILWAUKEE’S LAKE EXPRESS High-Speed Ferry begins its fifth season May 1 with a substantial base of leisure and business travelers who believe the waterway is the best highway from Wisconsin to Michigan.

From Harley-Davidson owners to car enthusiasts reluctant to take their prized possessions through Chicago traffic, the frequent traveler roster is beginning to build for the 21st century ferry, which takes only two and a half hours to cross Lake Michigan from Milwaukee to Muskegon, Michigan.

“We like to say our trips mean 277 miles that you don’t have to drive,” says Ken Szallai, president of the Lake Express. “But, it goes beyond traffic jams. We’ve found that our high level of customer service and the feel of travel on Lake Michigan keep riders coming back. Almost 95% of our riders say they will ride again. They place a high value on the overall experience.”

Approximately 85% of the 100,000 plus round trips made across the lake each year involve leisure travelers. The slots for 44-46 passenger vehicles are completely full almost all summer weekends. Additional spaces set aside for motorcycles are often filled by Harley-Davidson riders traveling to the home of Milwaukee Iron or headed for popular events like the Sturgis rally in South Dakota.

Preseason bookings by Harley riders are up significantly this year as the excitement builds for the new Harley-Davidson Museum and the 105th corporate birthday celebration in late August. “Seasoned riders and new riders just don’t want to deal with Chicago traffic,” notes Aaron Schultz, marketing analyst for the Lake Express. “They also enjoy relaxing on the ship and enjoying the camaraderie with other riders.”

But, not every “biker” on the Ferry is a Harley owner. MelWelch, an avid bicycle rider who has organized cycling tours since 1970, now finds the Lake Express an ideal way to start annual treks to the popular Tulip Time festival in Holland, Mich. For the last two years, the 82-year-oldWest Allis resident and his groups have crossed the lake on the Ferry, pedaled 40 miles to Holland, stayed a day and then pedaled back to the ferry for the return trip.

“It’s smooth, comfortable, fast and enjoyable,” says Welch. This year his group will nearly double to 42 participants, with some coming from the Upper Peninsula of Michigan and Northern Illinois.

Use of the Lake Express by business travelers accounts for about 15% of the activity each year, but high gasoline prices and traffic slowdowns are prompting some companies to increase their use of the cross-lake route. For example, one Milwaukee firm plans to significantly increase its use of the ferry this year to take employees to its plants in Muskegon.

“We’re also finding that our business travelers frequently extend their stays in the Milwaukee area two or three days, becoming leisure travelers and providing a significant economic boost for the region,” says Szallai. “Sometimes they travel with their families to make the trip part business, part vacation. Others simply bring their golf clubs to take advantage of the area’s highly-regarded courses.”

Szallai developed the plan for the Lake Express when he was director of the Port of Milwaukee. His idea became a reality when Milwaukee’s Lubar & Co. invested $18 million to construct the ship. Although similar high-speed ferries are popular in Europe and the Far East, Milwaukee’s high-powered ship is the only one of its kind operating in the continental U.S.

The 2008 Lake Express season opens on May 1. The spring schedule through June 10 offers daily Milwaukee departures at 8 a.m. and 2:30 p.m., with return trips from Muskegon at 12:15 p.m. and 6:45 p.m. Beginning June 11 and continuing through Sept. 1, the ferry makes three daily trips, leaving Milwaukee at 6 a.m., 12:30 p.m. and 7 p.m. and returning at 10:15 a.m., 4:45 p.m. and 11 p.m.

From Sept. 2-Sept. 30, the schedule drops to two trips on Tuesdays,Wednesdays and Saturdays and three trips on Mondays, Thursdays, Fridays and Sundays. From Oct. 1 until the end of the season Nov. 2, the ferry offers Milwaukee departures at 8:30 a.m. and 3 p.m. and return trips at 12:45 and 7:15 p.m.

The Lake Express offers two types of service, both well above other modes of mass transportation. Szallai used Midwest Airline’s award-winning “best care in the air” approach in developing ferry amenities. The Espresso Galley offers a variety of menu choices in the main cabin where the seating is comfortable and informal and first-run movies are shown. Adifferent set of movies is shown in the Premier Class, where a concierge takes your food and beverage orders.

Rising fuel prices resulted in fare increases this year, but the increases are significantly lower than the year-to-year increase in gasoline prices. Reduced rates are offered for seniors over 66, children from 5-17, motorcycles and bicycles.

For additional information or to reserve your tickets, visit www.lake-express.com or call 866-914-1010.