Explore Two Rivers’ board adopted a scaled-back 2026 budget after early room-tax revenue came in sharply lower than last year. The meeting also focused on planning the May 7 National Travel & Tourism Week event and next steps for the “I LOVE TR” campaign.
The treasurer reported a worrying start to 2026: January room-tax revenue ($5,773) was the lowest since 2021, and February was about half of last year, closer to 2019–2020 levels. The board then approved a revised 2026 budget that lowered the revenue forecast from $342,000 to $324,000 and cut expenses by $30,700 (down to $204,400). This is the kind of mid-year reset that signals the tourism program is going to be operating with less cushion—and residents should expect tighter choices if the revenue trend doesn’t rebound.
The board worked through the event layout, schedule, and volunteer roles for the May 7 gathering (including “Taste of Two Rivers” vendors and a short community video tied to the “I LOVE TR” theme). They reported about 50 attendees so far, with an RSVP deadline of April 24, and noted they still needed cleanup volunteers. This is mostly logistics, but it’s also a reminder that tourism promotion here is still heavily event-driven and dependent on volunteer capacity.
The board discussed producing metal heart yard signs, leaning toward a more durable powder-coated version (about $15 each) and talking openly about pricing them at $20–$25 to generate a small profit. They agreed to start with an initial run of 50 signs and to check whether ordering 25 vs. 50 changes the per-unit cost. This is small-dollar stuff, but it’s also a practical test of whether the “I LOVE TR” branding can turn into a self-sustaining fundraiser instead of a constant draw on room-tax dollars.
The board discussed a proposed ordinance change to apply room tax to short-term RV overnight stays, noting other Wisconsin communities do this and claiming it could raise room-tax revenue by about 10% by the end of 2026. They said the next step is to place it on a future Room Tax Commission agenda for proper notice, tentatively in May, before it goes to City Council. If the city pursues this, residents should watch for clear definitions and enforcement details—because “who pays” and “who collects” is where these proposals often get messy.
The board confirmed that communications should go to Tourism Director Caitlyn Meola via the generic tourism email, and that she would gain access to shared files starting April 13. This is a routine transition step, but it matters because continuity and record access are where organizations often stumble during staff handoffs.
The board recapped a Room Tax Commission presentation to City Council claiming tourism’s local impact totals over $1.2 million, including room-tax flows and property taxes from hotels and short-term rentals. The presentation also emphasized that 30% of room tax goes to the city’s general fund and suggested taxes could be about 1% higher without it. These claims are meant to build political support for tourism funding—so residents should expect more of this messaging as the city debates room-tax policy changes like the RV overnight proposal.
The board marked this as Joe Metzen’s last meeting as Tourism Director and thanked him for his work during a transition period, with Metzen expressing confidence in handing off to Caitlyn Meola. Leadership transitions matter in small organizations because priorities and follow-through can shift quickly, even when the handoff is friendly and planned.