Explore Two Rivers’ board spent most of its Sept. 9 meeting on two big pressure points: room tax revenue running behind last year and a $2.1 million concept for a new Neshotah Beach pavilion/concession building. The board also heard Tourism Director Joe Metzen plans to retire in April 2026.
Key Decisions
Board members discussed a proposed $2.1 million beach house/concession pavilion at Neshotah Park, including a funding mix that could include “modest” city borrowing — a big-dollar idea that will need clear public vetting before it hardens into a plan.
Treasurer’s report showed room tax revenue is down year-over-year versus 2024, while the group looks at new ways (like geofencing) to measure tourism impact and explains timing gaps between spending and summer revenue.
Tourism Director Joe Metzen told the board he will retire in April 2026, and the board agreed to switch his written reports from monthly to every other month (with informal updates in between).
Public Input · 2 speakers
Cherry Barbier
Introduced herself as a short-term rental owner and described having properties in Manitowoc, Two Rivers, and the Upper Peninsula.
Lyssa Schmidt
Introduced herself as the new Executive Director of the Van der Brohe Arboretum and shared her background in journalism and nonprofit leadership.
Agenda Items
Treasurer Report (Action Item)
Passed
The board approved the treasurer’s report, but the bigger takeaway is the trend line: room tax revenue is down compared to 2024. Members talked about switching to accrual accounting for cleaner month-to-month comparisons and floated geofencing as a way to better prove whether marketing and events are actually driving visits (especially at Neshotah Beach).
The board acknowledged it is still recruiting to fill an open seat and informally flagged two meeting guests as potential future candidates. This matters because Explore Two Rivers steers room-tax-funded tourism priorities, and vacancies can narrow the range of perspectives at the table.
Members said they have 49 survey responses so far (about a 25% response rate) and voted by consensus to keep it open another 30 days to try to reach 60+ responses. They plan to review results at the October meeting, which is where residents should watch for what the board claims it learned — and what it plans to do with that feedback.
The board got an update on Two Rivers’ role in the Wisconsin Shipwreck Coast National Marine Sanctuary, including expansion of QR-coded buoys and plans to hand out shipwreck maps at Paddlepalooza. They also discussed getting short-term rentals to include shipwreck information in guest materials — a low-cost way to tie tourism marketing to an existing regional draw.
Proposed Beach House/Concession Stand (Mike Mathis)
Board members reviewed a concept for a new pavilion at Neshotah Park estimated at about $2.1 million (including demolition), with expanded restrooms, a modern concession stand, a 60–70 person rental space, and a rooftop deck. The funding idea includes fundraising, grants, sponsorships, and potentially some city borrowing — which raises the stakes because “tourism” projects can quickly become general taxpayer obligations if outside money doesn’t materialize. Alternatives discussed ranged from a minimal code-compliance fix ($20–35k) to a $500k+ remodel, but the board voiced strong support for the full pavilion concept while acknowledging community concerns.
The board agreed to move from monthly to bi-monthly director reports, with informal updates in off months. Metzen also said he is working on a 2026 marketing plan framework for October and noted the Room Tax Commission will weigh in on how much money can go toward capital campaign support versus ongoing marketing. He also announced he will retire in April 2026, a leadership change that will affect how the city’s tourism strategy is run day-to-day.