Tom Diehl Biography

Thomas M. Diehl was the president and owner of Tommy Bartlett, Inc., the iconic Wisconsin Dells entertainment company that included the Tommy Bartlett Show and the Tommy Bartlett Exploratory. For more than five decades, Tom was a guiding force in Wisconsin tourism and economic development, helping transform Wisconsin Dells into the Midwest’s #1 family vacation destination and welcoming over four million visitors each year.

A visionary leader, Tom championed initiatives that reshaped both local and state tourism. He was instrumental in creating Wisconsin’s first local room tax in 1969, dedicating the majority of funds to promote Wisconsin Dells—a model that grew into one of the largest destination marketing budgets in the Midwest. His persistence also led to the landmark Premier Resort Area Tax, which enabled vital infrastructure growth and paved the way for the indoor waterpark resorts that earned Wisconsin Dells the title The Waterpark Capital of the World®.

Tom began his career with Tommy Bartlett, Inc. in 1967 and became president in 1981, overseeing major expansions including the creation of the Tommy Bartlett Exploratory. After the passing of founder Tommy Bartlett in 1998, Tom and his wife, Margaret, became sole owners and carried the company’s legacy of innovation and entertainment forward for future generations.

Beyond business, Tom was devoted to service. He held leadership roles with numerous organizations, including the Wisconsin Dells Visitor & Convention Bureau, the Wisconsin Tourism Federation, the Bank of Wisconsin Dells, and the Wisconsin Dells Education Foundation. His dedication earned him many honors, including the Wisconsin Governor’s Lifetime Achievement Award (2006) and induction into the Wisconsin Water Ski Federation Hall of Fame (2013). A proud Cornell graduate and loving family man, Tom’s vision and generosity left an enduring mark on Wisconsin Dells, the tourism industry, and all who knew him.