2001 Deer Hunting Season Sales Report

Date: November 29, 2001
To: Darrell Bazzell, Former Secretary
From: Marilyn A. Davis, Director Bureau of Customer Service and Licensing

Deer hunting license sales and supporting activity for the 2001 deer season has come to a successful close. What follows are the highlights of sales data and customer service efforts:

• There were 6,172 fewer deer hunting license privileges sold than last year, making this year the 4th highest year on record (last year was the 2nd highest). Sales data once again shows that the week prior to the 9-day gun season is when the heaviest sales activity occurs. This year, 31% of sales occurred during that week, up from 24% last year.
• The majority of deer management units in the state were included in Zone T. This year, one valid tag for Zone T hunting was included with every deer hunting license privilege that was sold. More than 202,400 bonus permits were purchased by deer hunters this year; over 40,800 of these tags were for Zone T hunting. Bonus sales will continue through the remaining deer hunting seasons.
• The statewide network of ALIS agents was widely accessed by hunters to replace lost licenses, tags, and permits. Sales records show that more than 21,920 duplicate deer hunting related privileges were issued this year, including more than 1,200 duplicate hunter's choice permits.
• Down-sizing of the carcass tags and new deer management units included in Zone T hunting this year resulted in the need for a high level of customer support to address questions and resolve problems with errors in tagging.
• The ALIS system broadcast message feature was used last week to remind all license agents that gun deer license sales would re-open statewide on December 3 and close on December 9 to accommodate hunters wishing to purchase a license for the late Zone T season. The broadcast message feature of our system continues to be a cost-effective way to share important information quickly.
• Data was quickly made available to address the interests of outdoor writers and others in the media who were covering Wisconsin's deer hunting season. Queries to the ALIS database were launched once sales ceased at midnight on Friday, November 16 and summary data was available for Saturday press information.
• On October 30, Governor McCallum unveiled the Department's newest licensing service -- the sale of hunting and fishing licenses via the internet. The site has quickly become popular with more than 1,400 approvals processed to date, including more than 420 deer licenses and more than 120 bonus permits.
• On November 17, yet another service was introduced. Special permit applications may now be submitted via the internet. This new service offers all customers, including Conservation Patron customers, the option of making an online application, regardless of where the $3.00 application fee was paid (which can also be paid online) and provides a receipt to confirm that the application was made.

Gun Deer License Sales

ALIS issued 688,540 gun deer hunting licenses in 2001, the fourth highest number sold since 1990 when 699,275 were issued.

ALIS performed flawlessly in the days leading up to the hunt, issuing 76,217 transactions on the Friday before the regular season opener, the highest number ever processed in ALIS in a single day. Over $6.2M in sales was processed during the week before the gun season opened. Waiting until the last minute to buy a gun license continues to be a tradition for Wisconsin hunters. Thirty-one (31%) percent of all deer licenses issued in 2001 were sold within the last week before deer season, up from the 24% that were sold during the last week prior to the 2000 season.

Who Are Our Deer Hunters?

The data that is captured in the ALIS system helps us better understand our customers and their buying patterns and helps leverage our ability to expand and shape future services.

Of the 688,540 hunters this gun deer season, juveniles (under the age of 18) represented 11% of the hunting population, and 7% were Senior Citizens (65 years of age and older). It is projected that female hunters represent 7% of the total hunters.

A total of 45,807 women purchased a patron, sports or gun deer license (number includes residents and nonresidents) compared to 599,894 licenses purchased by men. A more specific breakdown by gender follows:

*Data entry required to complete customer records

Non-resident Licensed Deer Hunters

There were over 850 more non-resident deer hunters than last year. People from all 50 states -- including 172 from Alaska and 15 from as far away as Hawaii -- purchased a Wisconsin license enabling them to hunt deer this year. Attached is a breakdown by state identifying where our non-resident hunters reside.

The highest numbers of nonresident purchases came from residents of Minnesota (15,645); Illinois (9,798); Michigan (923); Iowa (861); Florida (774); Indiana (600); California (534); Texas, (508); and Ohio (467).

Bonus Permit Sales

A total of 202,477 bonus permits have been issued thus far. In addition to receiving 1 free Zone T tag, hunters had the option of purchasing additional bonus permits for Zone T as well as many other units. To date, 40,852 bonus permits were issued for Zone T units.

The majority, or 72%, of bonus permits were sold over-the-counter at ALIS locations. Twenty-eight (28%) percent were sold by mail as part of the Hunter's Choice/Bonus application process.

Where Licenses Were Purchased

More than 90% of gun deer licenses were sold at non-DNR locations. While Mills Fleet Farm in Appleton and Gander Mountain Brookfield top the list of locations issuing the highest number of gun deer-related approvals (Conservation Patron, Sports, and Gun Deer), toll-free telephone sales continue to be popular. The top 20 sales locations include:

In addition to the network of agents located in Wisconsin, hunting and fishing licenses are also sold at 116 locations in the States of Illinois (88), Minnesota (26), and Iowa (2) via the ALIS system.

Among Wisconsin counties (71 of 72 excluding Menominee), the highest numbers of gun deer licenses were sold in: Dane (37,164); Brown (28,885); Waukesha (26,429); Milwaukee (24,788); Marathon (23,233); Washington (23,192 ); and Outagamie (22,902 ).

The lowest numbers of gun deer licenses were sold in the following counties: Florence - 1,820; Iron - 1,679; and Lafayette - 1,632.

Collection of Revenue

Prompt deposit of license sales revenue continues to be a benefit in the ALIS system. As indicated in the chart below, the transition to the ALIS system in 1999 shows a dramatic improvement in revenue on deposit. That trend continues for the year 2001.

Conservation Patron Customers

The popularity of this license continues to be demonstrated with sales now exceeding 81,400. Twenty-five (25) non-resident CP licenses were sold in 2001 and 279 non-resident sports licenses were issued. In 1984, the first year of the Conservation Patron license, 217 were sold.

Conservation Patron licenses can now be purchased via the internet as well as by phone and over-the-counter at any ALIS location.