Tourism Commission

City of Verona Tourism Commission Agenda City Hall – 111 Lincoln Street—Room D110 Verona, WI 53593-1520 Tuesday –May 21, 2024– 2:00 P.M. www.ci.verona.wi.us 1. Call to Order 2. Roll Call 3. Public Comment 4. Discussion and Possible Action Re: Approval of the March 19, 2024 Tourism Commission minutes. 5. Discussion and Possible Action Re: 2024 Quarter 1 Room Tax Report 6. Discussion and Possible Action Re: Request from Reddan Soccer Park 7. Reports and comments from Tourism Coordinator 8. Reports and comments from Staff 9. Reports and comments from Commission Members 10. 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.  CITY OF VERONA TOURISM COMMISSION MINUTES March 19, 2024 1. Call to Order: Hunt called the meeting to order at 2:02 p.m. 2. Roll Call: Jason Hunt, Sara Hoechst, Charlie Eggen and Christine Posey were present. Pat Wehrley was absent and excused. Also present: City Clerk Holly Licht, City Administrator Jamie Aulik, Finance Director Brian Lamers, Tourism Coordinator Allison Plumer, and Chamber Director Le Jordan. 3. Public Comment: None 4. Discussion and Possible Action Re: Approval of the October 17, 2023 Tourism Commission minutes Motion by Eggen, seconded by Hoechst to approve the minutes from the October 17, 2023 Tourism Commission meeting. Motion carried 4-0. 5. Discussion and Possible Action Re: 2023 Quarter 4 Room Tax Report The report was entered into the record. Eggen noted that Quarter 1 for 2024 was slow as Epic is not doing in-person training. 6. Discussion and Possible Action Re: Request from Reddan Soccer Park Plumer stated that Reddan is facing some maintenance issues that need to be taken care of at the park. They see around 400,000 visitors per year. They are asking for $25,000 for 3 years with the option to renew. Hunt stated that the Madison Sports Commission should help fund. Posey said she would need to know who would be heading up the project and making sure things got done. Hoechst stated that this is a different situation than the hockey rink—they aren’t creating new infrastructure, these are maintenance issues that should have been addressed. She stated she needed clarification on whether Edgewood College would be moving to their new facilities in Fitchburg. Eggen stated these are operating expenses and we shouldn’t be funding it. No action was taken. 7. Reports and comments from Tourism Coordinator: Allison Plumer gave an overview of tournaments and events coming to Verona this year. 8. Reports and comments from Staff: None 9. Reports and comments from Commission Members: None 10. Adjournment: Motion by Hoechst, seconded by Posey to adjourn at 3:05 p.m. Motion carried 4-0. Respectfully submitted, Holly Licht, City Clerk  REDDAN SOCCER PARK FACILITY PLAN 2024  WELCOME TO REDDAN SOCCER PARK THE STORY OF REDDAN Reddan Soccer Park was originally a 40 acre parcel in 1997. The land is leased from Dane County Parks and was developed through collaborative efforts, including both the financial and volunteer support of local businesses and individuals. Reddan Soccer Park grew to its present size in 2002 when it leased an additional 20 acres from Dane County Parks. Bill Reddan's contributions to youth soccer in the Madison area are legend. A founding member of the oldest club in town, the Madison 56ers, he also helped create the Madison Youth Soccer Association (MAYSA) in 1966. MAYSA started with 10 teams; now with more than 1,000 youth teams, there are tens of thousands of children playing soccer in the area every year. In tribute to the spirit of sportsmanship and passion for the game that Bill inspires, the founding donors named the park after him in 1998. 01 FACTS AND FIGURES PROPERTY INFORMATION Reddan Soccer Park is a 60 acre facility belonging to the Madison Area Youth Soccer Association. On an annual basis, Reddan Soccer Park hosts more than 1,200 league games (and 700 practices), 8 major tournaments and events with participants from across the Midwest, over 225,000 visitors annually. Hosted 7 tournaments, 1,100 games and 1,500 practices in 2023. TEAMS & CLUBS Home to the Madison 56ers, Edgewood College, Regent Soccer Club and Middleton Soccer Club Also used by Verona Soccer Club and is being considered by The Madison Forward for practice. 02 MAJOR EVENTS AT REDDAN THUNDER INVITATIONAL USA LACROSSE 150 TEAMS FROM 8 STATES 99 TEAMS FROM 4 AND 17 WI COUNTIES STATES TOE BASH 56ER FALL INVITATIONAL 102 TEAMS FROM 4 STATES 100 TEAMS FROM 3 STATES AND 12 WI COUNTIES AND 7 WI COUNTIES ICE AGE CLASSIC MAYSA CUP 165 TEAMS FROM 4 STATES 145 TEAMS FROM 8 AND 15 WI COUNTIES COUNTIES SWISS ULTIMATE FRISBEE DIV I ULTIMATE 24 TEAMS FROM 3 STATES CHAMPIONSHIP AND CANADA 40 TEAMS FROM ACROSS THE US 03 COMMUNITY IMPACT ACCESS ENGAGEMENT OPPORTUNITY IMPACT Reddan Soccer Park has long been more than just a collection of soccer fields. It is a vibrant hub of activity providing opportunities to thousands of athletes in our area, promoting health and wellness, and contributing significantly to the local economy. By hosting youth soccer leagues, camps, and tournaments, Reddan plays a pivotal role in creating access to both competitive and training opportunities and serves as a gathering place where individuals and families come together to enjoy soccer and other events. Tournaments and events held at the park attract visitors from other areas, boosting revenue for local businesses such as hotels, restaurants, and retail stores. Additionally, the park itself creates employment opportunities for many individuals in the community, from coaching and refereeing positions to maintenance and administrative roles. Reddan Soccer Park is more than just a place for soccer; it is a cornerstone of our community. Its contributions to youth development, community engagement and the local economy are invaluable. As we look to the future, it is essential that we continue to support and invest in Reddan Soccer Park, ensuring that it remains a vibrant and positive force in our community for generations to come. 04 ECONOMIC IMPACT GENERAL ECONOMIC IMPACT Using the Destinations International Economic Impact Calculator, the 7 major events hosted at Reddan Soccer Park in 2024 will have an estimated economic impact of over $3.7 million in 2024. This is in addition to all of the weekly league play and other events. HOTEL STAYS All 4 Verona hotels are in the top 10 of hotels visited by Reddan tournament attendees. Rankings may be limited by number of available rooms in Verona and room type. DINING 12 Verona businesses are in the top 10 businesses visited before and after events held at Reddan. 05 2023 DATA 06 COMPETITOR VENUES UIHLEIN | MILWAUKEE Built in 1994 as a joint venture between the city of Milwaukee and the Milwaukee Kickers Soccer Club. Enjoy soccer, field hockey, and ultimate frisbee games played on our thirteen outdoor fields, or watch an indoor soccer match take place on one of our three indoor, turf fields. WOODSIDE SPORTS COMPLEX | WI DELLS Woodside Sports Complex in Wisconsin Dells consists of six synthetic turf multi-purpose fields, four synthetic turf baseball/softball fields, two grass/sod fields, six batting cages, a full concession stand, retail area and a spectacular VIP viewing area. USA YOUTH SPORTS COMPLEX | APPLETON 15 soccer fields, 2 Little League diamonds and 2 large baseball diamonds. USA Youth Sports Complex is considered one of the finest youth sports facilities in the state, regularly hosting state, regional and national championship games. MERCY HEALTH SPORTSCORE | ROCKFORD 18 soccer fields, 8 lighted softball/baseball diamonds, boat ramp, fishing pond, two playgrounds, recreation path, concessions, sand volleyball courts, an outdoor stadium with turf, an indoor soccer center building, and the Indoor Sports Center. *proposed new East side Madison park complex 07  FACILITY NEEDS & GOALS In order to remain a competitive destination continue attracting tournaments and events, Reddan will need to complete several projects in the next 3-5 years. Read More ... PARKING LOTS | 2024 WELL | 2025 $310k for patchwork $50k for an additional and repairs to front lot well on the Badger as well as asphalting Prairie side of the park. back lot. RESTROOMS | 2024 PLAYGROUND | 2025 $25k replace fixtures, $40k to update divider panels, flooring, playground equipment. paint BAY DOORS | 2024 FIELDS | 2025 $15k for new doors on $175k for regrading 2 the main property fields in the NE section building. of the park. +$800K anticipated turf replacement in 8-10 years 08 FUNDRAISING PLANS JUGGLETHON / PENALTY KICK CONTESTS An fun activity to add on to existing tournaments and also offer during off season times. 4 V 4 FRIDAY NIGHT & FLAG FOOTBALL TOURNAMENTS Exciting new events coming in 2024 and 2025! SUMMER CONCERT Exploring options for hosting an annual concert to benefit the facility. ALUMNI OUTREACH OR EVENT A potential email campaign or event reaching out to the tens of thousands of alumni who have played at Reddan. 5K TRAIL RUN Looking at partnering with Race Day Events for an October race during the Ice Age Trail Mammoth Hike Challenge. 09  COMMUNITY PARTNERSHIP We still need your help to reach our goals. With contributions from communities that see economic impact from our events, we can continue to bring hundreds of thousands of visitors to our area each year. We are asking for ..... $25,000 ANNUAL FACILTY GRANT A pledge of $25,000 annually for three years, with the option to extend at the close of every cycle. We can offer... HOTEL PARTNERSHIP COMMUNITY PARTNERSHIP -Priority listing on lodging information -Microsite featuring Verona visitor information -First opportunity for all event bookings -Collaboration on new events -Reduced rebate on room block contracts -Verona signage at events and sponsorship recognition Let’s work together to continue bringing people and great events to Verona! 10  PHONE : +1.608.276.9030 ADDRESS : 6874 Cross Country Rd, Verona, WI 53593 WEBSITE : https://www.maysa.org/reddansoccerpark LET’S GET TO WORK! 11