Why get overheated!

Take the cool route across Lake Michigan

THIS SUMMER the largest freeway construction program in the history of Illinois will overheat thousands of motorists trying to reach destinations in Michigan, Indiana, Ohio and points to the east.

But there is no construction on the newest route from Milwaukee directly ACROSS lake Michigan!

The Lake Express High-Speed Ferry, now in its third year, swiftly moves passengers with or without their cars, bikes and motorcycles from Milwaukee to Muskegon, Michigan, three times a day — no starts and stops, no road debris, just an occasional passing sailboat!

The high-speed ferry service was the brainchild of Ken Szallai, the first and only president of the organization and former director of the Port of Milwaukee. Szalla found a receptive audience for his concept in Sheldon and David Lubar, Milwaukee venture capitalists. Through Lubar & Co., they invested $18 million to construct the ship that became the first of its kind to operate in the U.S.

Confident that a shortened crossing time would draw passengers, Szallai and his associates quickly moved to flesh out the company’s business plan, modeling it after the “best care in the air” approach of Midwest Airlines. “It’s not just a transportation service, it’s entertainment,” adds Kay Collins, marketing director and part of Szalla’s original management team.

Physically, the Lake Express is as modern as any similar vessel in the world. Traveling at 34 knots or 40 miles an hour and powered by four diesel engines, the vessel can accommodate 248 passengers, 46 passenger vehicles and 12 motorcycles. After the first season, the 148-ton ferry was equipped with stabilizers to further smooth the lake crossings.

Amenities include comfortable seating, the Lake Expresso Galley with a variety of menu choices, and monitors showing first-run movies with rental headphones. “Our surveys show 96% of our passengers say they will take Lake Express again and 97% would recommend it to friends,” says Szallai. “But I want 100%.”

If weather causes cancellation of a trip, the Lake Express program issues refunds or provides bus service. But more than 95% of the scheduled trips are made, and the number of travelers using the service multiple times each season is increasing, as attractions, (such as world-class golf courses) are being discovered in both states.

Collins and Szallai point to studies that the ferry service cost is competitive with highway travel. Travel professionals set the cost of a passenger vehicle to reach Muskegon from Milwaukee at 69.5 cents a mile or $200. “And that doesn’t reflect the wear and tear on families, often created by having to travel late at night to avoid congestion,” adds Collins. “We’re not saying we’re cheaper, but we can say that it’s a lot more pleasant trip. And your time does have value.”

Because of fuel price increases – a gallon of fuel that cost 75 cents when the ferry was launched in June 2004 now costs $2.85 – a small price increase was imposed this year. Fares are $55 one way for an adult, $95 for a round trip. The round-trip price drops to $85 for seniors over 66. Children 5-17 are $30 one-way, $50 round trip. There is no charge for children under four. Vehicles cost $65 one way, $130 for a round trip. Reduced rates are available for motorcycle or bicycles, which were seen with increasing frequency last season. Collins and her staff also provide discounts for groups more than 20 and even offer a Frequent Traveler Program.

The Lake Express has refined its schedule for prime-time season, which runs through Oct. 1, to three daily round-trips, leaving Milwaukee for Muskegon at 6 a.m., 12:30 and 7 p.m. daily and returning at 10:15 a.m., 4:45 and 11 p.m. From Oct. 2-Oct. 31, the schedule drops to two runs from Milwaukee to Muskegon at 7 a.m. and 1:30 p.m., returning to Milwaukee at 11:15 a.m. and 5:45 p.m.

Szallai notes that his staff talks a lot to customers to get valuable feedback. “We’re a market-driven company,” he adds. Surveys currently show that 85% are personal or leisure travelers, while 15% are on business trips. While that ratio is not expected to change dramatically, the Lake Express did introduce a leisure class in 2005, providing concierge service and wider seats.

Attention to detail also is seen in the home terminal of the Lake Express, just south of the Hoan Bridge and only minutes from downtown. Here, streamlined ticketing and departure procedures are the rule.

More than 100,000 round-trips were taken in each of the first two years, about equally divided between Michigan residents coming to Wisconsin and Wisconsin residents traveling to Michigan. For 2006, Lake Express appears poised to beat the 15% growth experienced last year.

Additional information on the Lake Express can be obtained by calling 866-914-1010 or by visiting www.lake-express.com.

New trolley to downtown

IT WILL be easier this year for Lake Express passengers without vehicles to reach downtown destinations, thanks to a new trolley service.

Midwest Limo Coaches of West Allis will station its new trolley at the Lake Express terminal, ready to take passengers over the Hoan Bridge to downtown hotels and other downtown destinations. The Lake Express trolley is painted green to differentiate it from the red downtown trolley.

Ed Bonnell, president of Midwest Limo Coaches which also operates Gold Dollar narrated tours, said the new trolley also will be used for the Gold Dollar tours, departing daily from the Pfister, Best Western and Hilton Milwaukee City Center hotels downtown.

Surveys by the Lake Express have shown that 50% of the passengers each year stay in the Milwaukee area, with 20% staying in the downtown area.