Explore Two Rivers’ board re-elected its leadership team and got a blunt financial update: room tax revenue has been sliding since spring 2025, and reserves are below the board’s stated target. The board also previewed a new “positivity” marketing push and heard the Tourism Director search is moving into interviews.
Key Decisions
Room tax revenue has been trending down since April 2025, and Explore Two Rivers’ reserves are just under $70,000 versus a $90,000 goal—raising real questions about how much new programming or marketing the group can sustain without cuts or new money.
The board approved a full slate of officers, with Michael Ditmer as president and Curt Andrews as treasurer—important because this group is heading into a leadership transition with a new Tourism Director coming in.
A proposed “community positivity campaign” is being lined up to respond to online negativity affecting local businesses, with a public meeting planned in February and a target launch in early May.
Public Input
No public comments or communications recorded for this meeting.
Agenda Items
Election of Officers
Passed
The board approved a single proposed slate of officers: Michael Ditmer (President), Mike Mathis (Vice President), Todd Nilson (Secretary), and Curt Andrews (Treasurer). This matters because the board is explicitly tying leadership stability to onboarding the incoming Tourism Director—so residents should expect this group’s priorities to be set largely by this team during the transition.
Staff reported quality-control problems with subcontracted layout work, saying they had to do extensive internal revisions to make sure the guide accurately reflected Two Rivers and Manitowoc. The print run increased to 25,000 after 20,000 copies ran out before November, and early digital traffic was strong—useful metrics, but the production issues are a reminder that outsourcing can create avoidable rework costs and delays.
The board received an update on a nearshore shipwreck campaign with NOAA, including a draft brochure with mapped wreck locations, GPS coordinates, access points, and a QR code to a new podcast series. Materials are targeted to be ready before Canoecopia, where Explore Two Rivers plans to share a booth with NOAA—an example of the group leaning into niche tourism that could drive overnight stays if executed well.
The board confirmed summer programming is set: eight Bands on the Beach concerts, a fully booked Thursday series, and Friday Night Live returning with nine concerts. They also plan to bring back the “Summer of Fun Passport” promo brochure, which is a straightforward way to try to convert event attendance into repeat visits and spending downtown.
Staff introduced a proposed campaign aimed at countering online negativity that they say is hurting local businesses, with a roadmap intended to guide the incoming Tourism Director’s first year. Civic Brand is preparing a proposal, and a public meeting is planned for February; given the sensitivity of “brand” work, residents should watch for specifics—cost, who controls messaging, and how success will be measured beyond feel-good posts.
The board confirmed its National Travel and Tourism Week celebration will be Thursday, May 7, 2026 at Sepia Chapel, continuing the “Taste of Two Rivers” concept. This is mainly a promotional/community event, but it’s also a signal of where Explore Two Rivers is putting staff time and sponsorship energy during a year when room tax revenue is reportedly softening.
The board heard there were 12 applications for Tourism Director, with five candidates moving forward for interviews by a search committee (Rick Carey, Curt Andrews, Amanda Verhelst, and Kyle Kordell). With no formal Tourism Director report this month, this hiring decision is the biggest near-term lever for what Explore Two Rivers does next—strategy, spending priorities, and how transparent the organization is with the public.