Tourism Commission

City of Verona Tourism Commission Agenda City Hall – 111 Lincoln Street Verona, WI 53593-1520 Tuesday – October 29, 2019 – 2:00 P.M. www.ci.verona.wi.us 1. Call to Order 2. Roll Call 3. Public Comment 4. Discussion and Possible Action: Approval of the September 17, 2019 Tourism Commission minutes. 5. Presentation, Discussion and Possible Action: Verona Area Chamber of Commerce Draft Budget 6. Discussion and Possible Action: Discover Wisconsin Agreement 7. Discussion and Possible Action: Verona Historical Center 8. Reports and comments from Tourism Coordinator 9. Reports and comments from Staff 10. Reports and comments from Commission Members 11. Adjournment Posted: Verona City Hall, Verona Public Library, Miller’s Market All agendas are posted on the City’s website at: www.ci.verona.wi.us Notice is hereby given that a quorum of the members of the City Council or other standing committees of the City Council may be present at the meeting of the Tourism Commission to gather information about a subject over which they have decision-making responsibility. The City Council and any other standing committees will not take formal action at this meeting. If need an interpreter, materials in alternative formats, or other accommodation to access the meeting, please contact the City Clerk at 845-6495 at least 48-hours preceding the meeting. Every reasonable effort will be made to accommodate your request. 1  CITY OF VERONA MINUTES TOURISM COMMISSION September 17, 2019 Verona City Hall 1. Call to Order: Jason Hunt called the meeting to order at 2:00 p.m. 2. Roll Call: Sara Hoechst, Jason Hunt, Charlotte Jerney and Patricia Wehrley were present. Also present: Adam Sayre, City Administrator; Dayna Sarver, Economic Development Manager; Brian Lamers, Finance Director; Ellen Clark, City Clerk; Le Jordan, Verona Area Chamber of Commerce (VACC) Executive Director; Halley Jones, VACC Tourism Coordinator; Jill Skowronski, 6AM Marketing; Lisa Beck, Discover Wisconsin; and Jesse Charles, Verona Area Historical Society. Charlie Eggen was absent. 3. Public Comment: • Pat Wehrley presented flyers for the Verona Area Performing Arts Series (VAPAS). They are looking forward to a great season. • Jesse Charles explained the Historical Society has never had a place to store artifacts. A homeowner of a small historical home on East Park Lane is offering the Society a chance to purchase the house to use as a history center. He asked the committee members if they think this would fit the Tourism Commission’s mission, and if so, what the next steps should be for the Historical Society. Sayre asked Charles to put together as much information as possible on this item, so we can put it on the next agenda. 2:05 p.m. – Charlie Eggen now present. 4. Minutes: Motion by Jerney, seconded by Wehrley, to approve the May 21, 2019 Tourism Commission minutes. Motion carried 5-0. 5. Discussion and Possible Action Re: 2019 2nd Quarter Hotel Room Tax Revenue Report. Lamers presented the 2019 2nd quarter hotel room tax revenue report: Room Tax Paid to City $169,384.26 Chamber Payment ($ 70,000.00) Convention Bureau 6% Payment ($ 10,163.06) Sports Commission 10% Payment ($ 16,938.43) Excess to be Retained $ 21,467.50 Accumulated excess is $172,634.33 Eggen stated there are not as many Epic travelers during the week. There are 10,200 hotel rooms in the Madison market now. 6. Discussion and Possible Action Re: Year in Review presentation by Jill Skowronski, 6 AM Marketing Skowronski explained 6AM’s January – September 2019 marketing plans for the City of Verona. The winter campaign, “Play Your Way, Stay Our Way” was designed to attract outdoor enthusiasts to Verona. Snowmobiling, skiing, etc. were emphasized with a target market of ages 35-55. The highest performing ads were about snowmobiling.  The spring campaign emphasized “Gal pal” weekends. The target audience was women looking for an inexpensive travel destination with lots of things to do. The results from this campaign were the most impressive of the year. Two summer campaigns, “Our Trail Mix Has Something for Everyone” and “The Ideal Hub for your Golf Trip”, targeted higher income biking, golfing and outdoor enthusiasts. A paid search campaign was conducted for people visiting Epic for any reason, and looking for a place to stay. Jerney asked if there is a rate comparison between Madison & Verona. Skowronski answered they are comparable, depending on what is going on in the city. There were also ads featuring Hometown Days and the Ironman Triathlon . 6AM will be targeting social events through the fall. They will also continue to run the paid search for Epic visitors. Wehrley asked if it would be possible to do videos for upcoming shows. Skowronski replied that would be called pre-roll. The customer pays an amount per month to target people who like the theater, and similar pass times. 7. Discussion: Discover Wisconsin and potential Verona participation Lisa Beck explained how Discover Wisconsin partners with communities to bring tourism to their area. Discover Wisconsin is privately owned by Mark & Lisa Rose, and is the longest running tourism show in the nation. The goal of the program is to bring people here to spend money. This would be a 2-year campaign – 2020-2021. Filming would take place in 2020, with the episode releasing in the spring of 2021 and airing one more time during 2021. The program runs in eight states, reaching 11.5 million homes. Five radio programs are also part of the package, airing on 40+ stations in 70 counties. Streaming using apps such as Roku and AppleTV is also available. The discoverwisconsin.com website has over 1.5 million visits annually. Each community is featured for five weeks on the site. Media relations are also included. Full campaign investment is $45,000, payable over three years. Smaller campaigns dedicated to specific mediums are also available at lower cost. Eggen stated 6AM has delivered professional marketing materials and campaigns that we cannot do on our own. He feels good about what they have been building for us. Jordan stated some other marketing firms have come in, and they have not been able to live up to what 6AM is doing for us. We will not stop taking those meetings, but for now 6AM is doing a good job. Halley has started a weekly live Facebook interview program. The Sow’s Ear was featured in the first edition of the program. She will be interviewing a different business each week. Eggen stated we have the money set aside for big things like Discover Wisconsin; we should get on the bandwagon with them. The environment in Wisconsin is very competitive now. Hoescht stated the streaming is a great asset. It will always be there, and people can search for it. It is not a one and done thing. Hunt stated they have a system in place already. It would be good for us to jump on.  Hunt asked if the Commission’s extra money could be used to participate in Discover Wisconsin. Sayre replied we would have to put that on the agenda and vote on it. Eggen stated it should be in the form of a request from the Chamber for additional money to be used for Discover Wisconsin. Sayre emphasized that it should be a separate proposal, not part of the annual budget. Reports and Comments from the Tourism Coordinator Jones presented a tourism video produced by the nephew of one of her contacts at Close Publications. He is just getting started as a videographer. She had been looking for someone to do a tourism video for Verona, so she asked him to create one. He produced a two minute video at a fraction of the cost of other videographers. https://www.youtube.com/watch?v=Pnc1UAe1e0c Reports and Comments from Staff None 8. Reports and Comments from Commission Members Jordan stated they plan on having a draft budget ready to present at the October meeting. Eggen commented that the way that our room tax commission budgets are structured, the Chamber has a hard dollar budget agreement, and all the other entities are on a percentage basis. Eggen stated Madison is in the same situation we are, but they have more money. Some is hard dollar, and some is percentage. When there is a downturn, you have to decide who does not get their share. The Chamber is going to get short changed at some point. It may be better to structure it as a percentage of room tax revenues. The Commission can still hold a reserve. The entities should also maintain their own reserves, so it does not all fall back on the Commission. Jordan stated we used to have a percentage, but the Commission asked to have that changed. Sayre stated part of the challenge was the fluctuation in room tax revenues, so they did not know how much they were going to have to work with from one quarter to the next. Hunt stated we should also talk about scheduling meetings, so we all know when meetings will be held. Sayre recommended that they keep a monthly meeting on the schedule. The consensus of the Commission was to schedule the next meeting for October 29th 9. Adjournment Motion by Eggen, seconded by Hoescht, to adjourn at 3:45 p.m. Motion carried 5-0. Ellen Clark, City Clerk Memorandum To: Tourism Commission From: Adam Sayre – City Administrator Brian Lamers – Finance Director Dayna Sarver – Economic Development Manager Date: October 25, 2019 Re: Tourism Commission Meeting Summary The following items will be discussed at the October 25, 2019 Tourism Commission meeting: 1. Presentation, Discussion and Possible Action: Verona Area Chamber of Commerce Draft Budget Verona Area Chamber of Commerce staff will be presenting the 2020 budget to the Tourism Commission. They are asking for the same amount as last year. The administrative sections of the budget remained exactly the same as the last two years. The marketing sections are based on the Tourism Coordinator’s recommendations for the coming year after reviewing all of 6 am Marketing's bills, meeting with them and their recommendations on where we advertise. 2. Discussion and Possible Action: Discover Wisconsin Agreement On September 17, 2020 Lisa Beck from Discover Wisconsin presented a marketing proposal to participate in a two-year campaign from 2020-2021. The presentation is attached within the packet materials for reference. The Choice Destination Campaign proposed in the attached agreement is $45,000 with three equal installments due on January 1st of each year from 2020-2022. There is no discount for pre-paying the contract in full, therefore, the Verona Area Chamber of Commerce recommends the Tourism Commission approve the proposal and fund the project from the Commission’s reserve funds over the next three years. 3. Discussion and Possible Action: Verona Historical Center  October 25, 2019 During the public comment portion of the Tourism Commission meeting on September 17, 2019, Jesse Charles explained the Historical Society has never had a place to store artifacts. An anonymous donor has stepped up to purchase 103 East Park Lane for $150,000. The building is approximately 1,050 SF with an additional 730 SF garage on 0.228 acres. The building sold in 2016 in a non- market transaction for $129,000. Mr. Charles is requesting feedback from the Commission on the proposed project. 2 Tourism Income and Expenses - 2020 Draft Budget Income - Room Tax $280,000.00 Total Income $280,000.00 Expenses Facility Utilities (gas, electric) $1,000.00 Outside Maintenance (mow, snow, waste) $2,000.00 Inside Maintenance (furnance, cleaning, etc) $2,000.00 Seasonal Landscaping $800.00 Subtotal Facility $5,800.00 Office Admin/Supplies (includes internet service, computers, printers, telephone, daily office supplies, kitchen/bathroom supplies) Reception $7,800.00 Management $12,000.00 Communication (hosting, postage, printing) $4,400.00 Subtotal Office Administration $24,200.00 Tourism Coordinator/Events Tourism Coordinator $50,000.00 Office Space $3,600.00 Tourism Coordinator Expenses $5,000.00 Subtotal Event Planning $58,600.00 Grants $50,000.00 Event Coordination / Seed Money $20,000.00 Marketing / Promotion / Advertising Webhosting $1,400.00 Web Updates $1,500.00 Web Optimization $3,000.00 Account Service $10,000.00 Reporting / Analytics $6,500.00 Creative $32,000.00 Digital Ads $38,500.00 Social Media Ads $2,500.00 Paid Search Ads $7,000.00 Online Ads $6,000.00 Print Ads $8,000.00 Event Promotion $5,000.00 Subtotal Marketing/Promotion/Ads $121,400.00 Total Tourism Expenses $280,000.00 DISCOVER WISCONSIN 2021 CAMPAIGN Hello and welcome to Discover Wisconsin In 1986, Dick Rose created the idea of showcasing Wisconsin’s many great vacation treasures on a television show dedicated to Wisconsin tourism – appropriately named Discover Wisconsin . About Discover Mediaworks Discover Mediaworks is a strategic communications & media production company rooted in the heart of the Midwest. Headquartered in Madison, our crew of 30+ storytellers produce three award -winning video brands: Discover Wisconsin, Into the Outdoors & Boondock Nation.  TV Series The Simpsons / 654 Episodes Discover Wisconsin / 526 Episodes ER / 330 Episodes Friends / 236 Episodes • 13 Emmy Nominations, 2012 Emmy Award • Longest-running tourism TV show in the U.S. • 16-25 episodes premiere each season  Choice Destination Partnership Package A Turnkey Campaign Video production is only half the story here. What really makes a campaign with Discover Wisconsin unique is what comes in the second half of our partnership together: media placement and promotion. + Traditional Broadcast ( 2 Air Dates) + Calendar of Events + Radio + e-Newsletter + OTT Streaming + Media Relations + Social Media + One-Minute Teaser Video + discoverwisconsin.com + Passport to Adventure + Blog + Premiere Party Access Audience Profile Meet the Thompsons + Family of five that lives, works and/or plays in Wisconsin + Affordability matters to the Thompsons – as does investing locally. They spend time at stores like Target but prefer to shop on Main Street when possible. + Mom and Dad stress over providing kids with experiences that are meaningful yet entertaining. + The Thompsons are “Wisconsin-Proud” and appreciate family-friendly content. TV 54% Female / 46% Male DIGITAL 69% Female / 31% Male  Eau Claire Bismarck Traditional Broadcast Minneapolis Marquette Wausau Eagle River Map Milwaukee Pierre Madison Chicago WITI - Milwaukee › SUN 10 am WKOW - Madison › SAT 6:30 pm SAT 10AM WFRV - Green Bay › SAT 6:30 pm WJMN - Marquette › SAT 7:30 pm EST WAOW - Wausau › SAT 6:30 pm SAT 10AM WQOW - Eau Claire › SUN 5 pm Superior / Duluth WXOW - La Crosse › SUN 5 pm SAT 10AM WYOW - Eagle River › SAT 6:30 pm La Crosse WIFR - Rockford, IL › SAT 6:30 pm Dubuque CBS 3 - Superior/Duluth › SAT. › SAT 6:30 pm Rockford Cedar Rapids KBJR 6 - Superior/Duluth › SAT. 5:30 am Springfield Indianapolis Reaches 11.5 million homes in the Midwest / 600,000+ weekly viewers  Streaming NOW STREAMING With 133 million users worldwide, over-the-top (OTT) refers to the delivery of TV content via the internet, without requiring users to subscribe to traditional cable or satellite services. OTT MARKET DATA (source – Leichtman Research Group, Inc. May 2019) * 74% of U.S. TV households have at least one internet - connected TV device * 49% of TV households have at least one stand -alone streaming device up from 17% in 2014 * 31% of adults in U.S. TV households watch video on a TV via a connected device daily up from 11% in 2014.  Streaming NOW STREAMING DW OTT STATISTICS : * Available on all 3 of the major streaming platforms (Roku, Amazon Fire & Apple TV) * Averaging 300 daily views * Roku alone has 13,593 cumulative installs * 85% completion rate of videos streamed (Aug. ‘19) DW OTT VIEWER PROFILE * 74% over age 35 * 52% Male – 48% Female * 76% have individual income over $50K * 68% are college educated Our OTT Channels Radio Monday – Friday, 52 weeks a year! Discover Wisconsin Radio was launched in 1993. Today, the show airs on 40+ stations in 70 counties. Five professional-produced Discover Wisconsin Radio programs will feature your destination’s activities and events as program content. Digital + 1.5 MILLION annual visits to discoverwisconsin.com + Full-length episode available for streaming + Local events feature + Episode teaser video featured online + Passport to Adventure giveaway Calendar of Events • TV • Digital • Print  Social Media Welcome to the world of #DiscoverWisconsin Your destination will be featured on Discover Wisconsin’s social media channels the entire week leading up to its premiere date. 715,000 views 166,000 followers 82,400 monthly viewers 80,000 followers 33,300 followers  Blog The Bobber is the official blog of Discover Wisconsin (bobber.discoverwisconsin.com). • Your destination will be featured exclusively • Number of visitors per month, on average: 50,000 • Number of unique visitors per day, on average: 200 • Highest number of visits to a single post: 262,768 e-Newsletter + Number of E-Newsletter subscribers: 13,500 + Average open rate: 30% Media Relations + Press Releases + Premiere party access (based on promotional level )  Choice Destination Campaign Timeline OTT Release & Episode Air Date Radio Social Media Promo Interviews Social Media Promo Episode Premiere Results Recap Client Audio Approval Color Premiere Review Design Needed Correction Party Rough Promo News Release Approval Edit Details Post Drafted Needed Planning & Scheduling Scripting Filming Episode Approval Outline Needed Pre-Production Creative Start Kickoff  Choice Destination Campaign Discover Wisconsin’s most powerful marketing opportunity is an integrated campaign that centers around a 22- minute TV episode. With two broadcasting airings, unlimited streaming on eight OTT channels, five radio programs, plus digital promotion across Discover Wisconsin’s social media channels, blog, e -Newsletter and discoverwisconsin. com, our Choice Destination is the best way to reach the screens of thousands of your consumers. The content of the episode will be mutually agreed upon by all parties and acquired with a maximum of six shoot days . • Full 22 -minute episode with • Blog Discover Wisconsin on-camera talent • e-Newsletter • Two Broadcast Airings • Media Relations • Five Radio Programs • One-Minute Overview Video • OTT Streaming • 12-Months of Access to Discover Wisconsin Calendar of Events • Social Media Promotion • Premiere Party Access • discoverwisconsin. com Total Campaign Investment: $45,000 ($11,250/Segment) Four-Part Digital Series Discover Mediaworks will provide a day rate of video acquisition of your event, attraction, or destination. The acquisition captured will be utilized to create four (2-3 minute) short videos . Shot list will be developed and mutually agreed upon by all parties, with a maximum of 4 shoot days . Video placement will include the following deliverables: • Placement on OTT (Streaming on Roku, Apple TV, Amazon Fire, Google Chromecast, iOS, Android, and Smart Tv’s) • Digital placement on DW.com for two years • Social Media promotion (Facebook & Instagram) • Blog • e-Newsletter • One Radio Program • 12-Months of Access to Discover Wisconsin Calendar of Events • Passport to Adventure Giveaway Total Campaign Investment: Choice Destination Partner Package: $28,000 ($7,000 per story ) Non-Choice Destination Partner Package: $35,000 ($8,750 per story)  Digital Short Discover Mediaworks will provide a day rate of video acquisition of your event, attraction, or destination. The acquisition captured will be utilized to create one (3-5 minute) short video . Shot list will be developed and mutually agreed upon by all parties, with a maximum of 2 shoot days. Video placement will include the following deliverables: • Placement on OTT (Streaming on Roku, Apple TV, Amazon Fire, Google Chromecast, and Smart TV) • Digital placement on DW.com for two years • Social Media promotion (Facebook & Instagram) • Blog • e- Newsletter • One Radio Program • 12-Months of Access to Discover Wisconsin Calendar of Events • Passport to Adventure Giveaway Total Campaign Investment: Choice Destination Partner Package: $12,000 Non-Choice Destination Partner Package: $15,000  Digital Mini Discover Mediaworks will provide a day rate of video acquisition of your event, attraction, or destination. The acquisition captured will be utilized to create one (1-2 minute) short video . Shot list will be developed and mutually agreed upon by all parties, with a maximum of 1 shoot day. Video placement will include the following deliverables: • Placement on OTT (Streaming on Roku, Apple TV, Amazon Fire, Google Chromecast, and Smart Tv’s) • Digital placement on DW.com for two years • Social Media promotion (Facebook & Instagram) • 12-Months of Access to Discover Wisconsin Calendar of Events Total Campaign Investment: Choice Destination Partnership Package: $6,000 Non-Choice Destination Partnership Package: $7,500  Thank You! Lisa Beck lisab@discovermediaworks.com 608.334.2229 www.discoverwisconsin.com  DISCOVER WISCONSIN MEDIA NETWORK AGREEMENT C L I E N T I N F O R M AT I O N Company Name City of Verona (Company Name as it should appear on invoice) Billing Address 111 Lincoln Street (Street Address) (PO Box if applicable) Verona Wisconsin 53593 (City) (State) (Zip) Billing Contact Halley Jones (Name) (Title) 608-845-2368 hjones@veronawi.com Phone # Cell # (Email Address) Assigned #’s 2021 Season - DWTV 21 (Client Purchase Order #) (Discover Mediaworks Project #) P R O J E C T S C O P E Description I. Project Summary Website Component • (2) Year “Episode page” on discoverwisconsin.com specific for the City of Verona. • Discover Wisconsin “Choice Destination” Badge will be supplied as an icon for placement on your website, to link to discoverwisconsin.com. Television Component Production: • Professionally produced one-half hour DW television episode featuring the City of Verona as episode content. Production to take place in 2020. Air Time: • Episode will broadcast two (2) times throughout our syndicated television network over two (2) years (2021-2022). • Placement of your episode on Discover Wisconsin’s current streaming platforms: Roku, Apple TV, Fire TV, Chromecast, SmartTV, IOS, and Android for two (2) years. • List select events during weekly broadcasts over the two (2) years. Page 1 of 3  PRODUCTION AGREEMENT Radio Component Production: • Five (5) professionally produced DW-Radio programs will feature the Verona area events and attractions as program content. Airtime: • Five (5) Radio programs will be broadcast over a two (2) year period, throughout our syndicated DW-Radio Network. Non-Broadcast Components Video: • A commercial-free version of the full episode will be uploaded and promoted on Discover Wisconsin's official YouTube channel following the broadcast premiere. Client will receive a unique URL to embed the episode on their website(s). • The individual segments will be uploaded and promoted on Discover Wisconsin's official Facebook page. • Client will receive a one-minute teaser video for use on social media platforms. Premiere Party: • Access to host a premiere viewing party prior to the release of the episode on OTT or Broadcast. Other: • Items as stated in proposal Non-compete • It is further understood that Discover Wisconsin is a registered trademark of Mediaworks, any video, electronic or audio reproduction, alteration or rebroadcast of this episode or any portion thereof, as produced by Discover Wisconsin, without the express written approval of Mediaworks, is strictly prohibited. • Broadcast components are subject to pre-emption and other acts, circumstances or occurrences which are beyond the control of Mediaworks. Production Agreement Page 2 of 3 Discover Mediaworks, Inc. ~ 4801 Hayes Rd. ~ Madison, WI 53704 ~ 608.334.2229  PRODUCTION AGREEMENT V. Project Costs Total Investment $45,000.00 VI. Payment Terms $15,000 due January 1, 2020 $15,000 due January 1, 2021 $15,000 due January 1, 2022 *Finance charges of 18% annual percentage rate will be assessed on balances not paid by date due* PROPOSED BY: ACCEPTED BY: Discover Mediaworks, Inc. City of Verona _______________________________ __________________________________ Lisa Beck Halley Jones Partner Relations Tourism Coordinator Date: 10/2/19 Date: T O TA L C O S T S $45,000.00 T I M E L I N E / D E A D L I N E Production Agreement Page 3 of 3 Discover Mediaworks, Inc. ~ 4801 Hayes Rd. ~ Madison, WI 53704 ~ 608.334.2229  “Celebrating Hometown History!” 1234 Cathedral Point Drive, Verona, WI, 53593 SaveVeronaHistory@gmail.com 608-577-5525 EIN 47-5660734 Dear Members of the Verona Tourism Commission, Thank you for allowing us to participate at your upcoming monthly meeting. This memo will provide a summary of the project we will be speaking about. Purpose for speaking with the Tourism Commission this month: The Verona Area Historical Society is in the early stages of scoping out a project to purchase the historic “Lillesand House” in downtown Verona and convert it to a local history center. Part of our effort to determine the feasibility of this plan is to investigate what community and city partners might be interested in supporting a project of this nature. Because a history center may be part of an overall local ecosystem that encourages visitors to come to Verona and spend time downtown, at this early stage we wanted to speak with the Tourism Commission to get your “gut feel” for if this project might fit part of your mission. About the Lillesand House We are working with the family of the “Lillesand House” on 103 East Park Lane in Verona to scope out purchasing and renovating it into a history center. This house was converted from a livery stable to a Veterinarian’s office and home in 1920 by Dr. Joel E. “Doc” and Viola Lillesand. Viola had been a school teacher at Verona’s one room Valley View School, and Doc had been a Verona rural Veterinarian before enlisting into the U.S. Army Veterinarian Corps during WWI and serving in France. The Lillesands ran their vet service out of this house until Doc’s passing in 1968. During that time Doc also served as Fire Chief, and founding member of our local American Legion Post. Why does Verona need a history center? Cultural reasons: The main need is to have a dedicated place to help people connect with “Why Verona is Verona” by learning about our city’s past. They will do this by seeing photographs and artifacts along with their associated stories, and mingling with our longtime residents. This will foster a more personal connection to Verona. People who appreciate their community become better neighbors, cultural stewards, and are more likely to volunteer and get involved civically. Tourism reasons: Tourists interested in Midwest or Wisconsin history at the small town level can be drawn to Verona by the presence of a history center. Also, our historical society has found that the story of the old Dane County Asylum and Poor House that previously existed in in Verona draws interest across Dane County and even in other parts of the state. We are in a unique position to highlight the story of that institution with photographs, stories, and artifacts. There will be some tourists who visit Verona for reasons other than a history center (sporting events, Epic training) but who will be curious and stop in for a visit, thus extending the time they spend downtown and increasing their chances of patronizing other local businesses. Cost estimates The property has been offered to us at the below market price of $150,000. An anonymous donor has stepped forward and offered to cover the price of the house if we succeed in raising the amount it will take to renovate it into a display space. We are working with an architect to determine the amount that will be necessary to accomplish this. We are also still in the process of gathering estimates for annual expenses. I can provide the most up to date numbers at the tourism commission meeting. Operation and management The History Center will be run by the all-volunteer Verona Area Historical Society, a 501c3 nonprofit with a fundraising credential from the Wisconsin Department of Financial Institutions. Management decisions are made by a board of directors, currently four people. The center will be staffed by volunteer docents, many of them longtime residents. Hours of operation are yet to be determined but at minimum we expect it to be open two days a week (including Saturday), each for a half day. Potential funding sources We are also investigating sources for recurring annual funding by speaking with similar nearby groups such as the Mount Horeb Driftless Historium. Potential sources could include: • Annual pledge drives. • Creating levels of membership, including business memberships. • Individual sales and licensing of images from our scanned photograph archive. • A small gift shop. • Offering training services to the local hospitality industry for training new team members on the basics of Verona history. We would love to discuss this further and get your thoughts on how a history center might fit into a larger plan for drawing visitors into Verona, and increasing their time spent here. Thank you for your Time, Jesse Charles Verona Area Historical Society, President. 608-577-5525 The Verona Area Historical Society, Inc. is a nonprofit 501c3 charitable organization. EIN 47-5660734  2018 Property Records for City of Verona, Dane County October 22, 2019 Tax key number: 0608-154-4591-5 Summary of Assessment Land $62,600 Property address: 103 E Park Ln Improvements $66,400 Traffic / water / sanitary: Residential / City water / Sewer Total value $129,000 Legal description: MATTS ADDN BLOCK 3 LOT 1 & PRT LOT 2 N 40 FT OF W 30 FT THF Land Qty Land Use Width Depth Square Feet Acres Water Frontage Description Assess Value 1 Residential 9,912 0.228 None $62,600 Residential Building Year built: 1910 Full basement: Year remodeled: Crawl space: Stories: Two Rec room (rating): Style: Res O/S Fin bsmt living area: Use: Residential First floor: 160 SF Exterior wall: Asbestos/asphalt Second floor: 888 SF Masonry adjust: Third floor: Roof type: Asphalt shingles Finished attic: Heating: Forced Air Unfinished attic: Cooling: A/C Unfinished area: Bedrooms: 1 Garage 728 SF Family rooms: Baths: 1 full, 0 half Other rooms: 5 Whirl / hot tubs: Add'l plumb fixt: Masonry FPs: Metal FPs: Gas only FPs: Grade: C- Bsmt garage: Condition: Fair Shed dormers: Energy adjustment: No Gable/hip dorm: Percent complete: 100% Total living area is 1,048 SF; building assessed value is $66,400 103 E Park Ln, City of Verona Tax key number: 0608-154-4591-5 Page 1 of 3  2018 Property Records for City of Verona, Dane County October 22, 2019 Floor plan for Two Asbestos/asphalt Res O/S 103 E Park Ln, City of Verona Tax key number: 0608-154-4591-5 Page 2 of 3  2018 Property Records for City of Verona, Dane County October 22, 2019 Building Permits Sales History Issued Permit # Purpose $ Amount Completed Date Price Type 2/27/2016 $129,000 Not a market sale 103 E Park Ln, City of Verona Tax key number: 0608-154-4591-5 Page 3 of 3  × Tax Information - 286/0608-154-4591-5 2018 Tax Values Category Assessed Value Average Assessment Ratio Estimated Fair Market Value Land $62,600.00 0.8472 $73,891 Improvement $66,400.00 0.8472 $78,376 Total $129,000.00 0.8472 $152,267 Net Assessed Value Rate (mill rate): 0.023500680 School Levy Tax Credit: $267.41 Tax Amounts for 2018 Tax Year Jurisdiction Amount STATE OF WISCONSIN $0.00 DANE COUNTY $451.65 LOCAL $764.72 VERONA SCHOOL DIST $1,676.75 MADISON TECH COLLEGE $138.48 Total Taxes: $3,031.60 LOTTERY CREDIT $0.00 FIRST DOLLAR CREDIT $89.39 Total Taxes Less Credits: $2,942.21 Specials Amount TRASH P/U $176.00 Other Tax Items Amount No Other Tax Items. $0.00 Total Amount Due: $3,118.21 Installment Amounts First Installment (Due 1/31/2019) $1,647.11 Second Installment (Due 7/31/2019) $1,471.10 Total Due: $3,118.21 Tax Payments for 2018 Tax Year Date Paid Receipt Number Interest Penalty Amount 12/31/2018 21138 General $0.00 $0.00 $2,942.21 Special $0.00 $0.00 $176.00 Total: $0.00 $0.00 $3,118.21 Total of Payments: $0.00 $0.00 $3,118.21 /