tourism promotion spending

Staff reported that 2025 room-tax revenue was significantly below budget, with the decline beginning in April.

Staff cited the NFL Draft as an example of an expected booking boost that did not materialize for Two Rivers.

Staff forecast that the room-tax reserve fund would end 2025 at $62,299, below the commission's $90,000 goal.

The commission expected to revisit 2026 budget adjustments at its first-quarter 2026 meeting.

The Room Tax Commission approved a draft 2026 tourism and room-tax budget using conservative revenue targets based on 2024 actual results, citing a slow start to 2025 and economic uncertainty.

The commission reserved $30,000 previously aimed at the rest-stop area for future capital improvements tied directly to tourism and overnight stays.

The commission ended a $12,000 allocation to Two Rivers Main Street and redirected the funding to Explore Two Rivers marketing, while asking Main Street for a business plan with measurable results before future consideration.

The commission approved $3,000 for Washington House, with another $1,000 available if Washington House presents a plan to expand hours and increase visitor engagement.

Staff said the 2026 budget would be shared with Explore Two Rivers for development of its marketing plan within those limits.

Tourism staff reported that 2025 room-tax revenue finished about 10% lower than 2024.

Tourism staff reported that the Room Tax Commission ended 2025 with a little over $75,000 in its general fund.

Tourism staff reported that the number of short-term rentals fell from about 40 to 34 during 2025, with additional units expected to leave the list before summer.

Explore Two Rivers discussed logistics for a May 7 National Travel and Tourism Week gathering, including vendors, volunteer roles, event layout, a community video, and the I Love TR theme.

The board reported about 50 attendees for the May 7 gathering, set an April 24 RSVP deadline, and noted a need for cleanup volunteers.

The agenda included a review of 2026 budget revisions made by the Room Tax Commission and a planned vote to adopt a revised 2026 budget.

Explore Two Rivers approved proceeding with an independent printed 2027 visitor guide and earmarked $10,000 in room-tax funds to begin the project; total costs were discussed as potentially reaching about $20,000 depending on print quantity and advertising sales.

The board chose to retain control of its own printed visitor guide rather than join Visit Manitowoc's planned 2027 guide, while agreeing the guide should also promote Manitowoc, Kewaunee, and Mishicot.

Explore Two Rivers approved a visitor-guide funding approach in which $7,500 would come from advertising revenue, the remaining cost would be paid by Explore Two Rivers, and Room Tax Commission support would be requested.

Staff reported that the visitor guide remained on track for 2027 publication.

The Room Tax Commission was scheduled to consider Explore Two Rivers' 2027 budget and marketing plan as an action item.

Explore Two Rivers was scheduled to receive a visitor-guide update; the agenda listed no new cost, funding request, or proposed action.

Explore Two Rivers was scheduled to hear a presentation from Melissa Nyssen on Mammoth Fest; the agenda did not identify a requested funding, sponsorship, marketing, or other action.

Explore Two Rivers was scheduled to consider its 2027 marketing plan; the agenda did not identify proposed campaigns, costs, funding sources, or a spending breakdown.

Explore Two Rivers is scheduled to consider its 2027 marketing plan as an action item.