August 12, 2025 · 8:00 AM

Explore Two Rivers Meeting of the Board of Directors

Explore Two Rivers’ board dug into shaky mid-year tourism numbers and how to tighten up short-term rental (STR) compliance and communication. The group also started recruiting for upcoming board vacancies and heard from incoming City Manager Kyle Kordell.

Key Decisions

The board approved the Treasurer’s report and talked through a noticeable April revenue dip, a commitment to keep a $100,000 reserve, and a shift from cash to accrual accounting so the numbers better match reality. For residents, this is the money-and-oversight backbone for how room-tax tourism promotion gets managed.

STR compliance is moving from reminders to action: a compliance mailing is planned for August, with site visits scheduled for September and October. That matters because STR rules only work if they’re enforced consistently—and because room-tax and occupancy compliance affect what the city can fund through tourism dollars.

Marketing and visitor-tracking tools are expanding, including QR code analytics and possible geofencing/data tools, plus a shipwreck project that includes AI-generated podcasts and QR codes for paddlers. Useful, but it raises the practical question: how will the board measure whether these tools actually increase overnight stays (the point of room-tax spending).

Public Input

No public comments or communications recorded for this meeting.

Agenda Items

OLD BUSINESS a. Discussion of Open ETR Board Seat

The board reported one current vacancy and said a second seat is expected to open by year-end. They agreed to start recruiting now and floated potential candidates/partners, including another STR owner and possible representation from Woodland Dunes Nature Center and Hamilton Wood Type Museum. This is basic governance, but it matters because who fills these seats shapes how room-tax-funded tourism priorities get set.

📄 See in official document: Page 2

OLD BUSINESS b. Review of Business Survey and Next Steps

Staff reported 29 survey responses so far, with under 20% participation from service/tourism businesses—thin feedback for decisions that are supposed to reflect the local visitor economy. The board discussed switching to in-person canvassing at high-traffic businesses and setting up quarterly mailings to STR owners about ordinances, occupancy compliance, and marketing support. The low response rate is a warning sign: the board may be steering with incomplete input unless it follows through on outreach.

📄 See in official document: Page 2

TOURISM DIRECTOR REPORT a. June & July Director’s Report

The director highlighted nominations for statewide outdoor-industry awards and progress on the nearshore shipwreck project, including dedicated webpages, QR codes, and AI-generated podcasts (with the first episode posted online). The board also noted a deadline for Travel Wisconsin collaboration updates and continued promotion of dog-friendly businesses. This is mostly promotional work, but it’s worth watching whether these projects translate into measurable overnight stays rather than just content output.

📄 See in official document: Page 2

TOURISM DIRECTOR REPORT b. Mid-Year Marketing Report

The board reviewed ongoing marketing buys (including a Destination Wisconsin co-op) and discussed expanding QR code analytics to STRs and hotels. They also considered geofencing/visitor-data tools and possible cost-sharing with the Two Rivers Business Association and Main Street. Better measurement is good, but residents should expect clear guardrails on cost, privacy, and what success looks like before more tools get layered on.

📄 See in official document: Page 2

TOURISM DIRECTOR REPORT c. STR Owner Updates

An STR ordinance compliance mailing is planned for August, with compliance site visits scheduled for September and October. The board also discussed improving communication and market visibility for STR owners. This is a practical enforcement-and-education step that can affect fairness between compliant and noncompliant operators and the integrity of room-tax collections.

📄 See in official document: Page 2

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