Tourism Commission

City of Verona Tourism Commission Agenda City Hall – 111 Lincoln Street—Room D110 Verona, WI 53593-1520 Tuesday –July 16, 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 May 21, 2024 Tourism Commission minutes. 5. Discussion and Possible Action Re: Initial Discussion on 2025 Contracts and Budgets 6. Discussion and Possible Action Re: Reddan Grant Funding 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 TOURSIM COMMISION MINUTES May 21, 2024 1. Call to Order: Hunt called the meeting to order at 2:01 p.m. 2. Roll Call: Jason Hunt, Sara Hoechst, and Christine Posey were present. Pat Wehrley and Charlie Eggen were absent and excused. Also present: City Clerk Holly Licht, Finance Director Brian Lamers, Tourism Coordinator Allison Plumer, Chris Lay representing MAYSA, and Chamber Director Le Jordan. 3. Public Comment: None 4. Discussion and Possible Action Re: Approval of the March 19, 2024 Tourism Commission minutes. Motion by Posey, seconded by Hoechst to approve the minutes from the March 19, 2024 Tourism Commission minutes. Motion carried 3-0. 5. Discussion and Possible Action Re: 2024 Quarter 1 Room Tax Report The report was presented and entered into the record. 6. Discussion and Possible Action Re: Request from Reddan Soccer Park Christ Lay stated that the park is an arrangement between Dane County Parks and MAYSA. Money was provided by Dane County to purchase the park. There is a lease between MAYSA and Dane County Parks. MAYSA has the authority to maintain the fields, lights, parking lots, etc. In 2019 and 2020 they partnered with Edgewood College to build another stadium. Edgewood largely paid for the facilities for soccer and lacrosse. Since 2008, they have remodeled ¾ of the facilities. Lay gave an overview of the events Reddan holds and the impact on the community. MAYSA and Reddan are asking the Tourism Commission for a facilities grant of $25,000 annually for 3 years. Hunt stated that the request is for maintenance, not for building a new facility to bring more tourism to Verona. He added that maintenance should be part of their regular budget. He also asked if other communities are going to contribute. Lay stated they are not. Hunt said he would like to see the data for how many people events at Reddan bring to Verona. Hoechst asked why maintenance funds were not allocated properly. Lay stated that he has worked to negotiate agreements and contracts over the years. Hunt suggested that Lay apply for an event grant from the Chamber. Posey wants to see historical data of who has contributed in the past and who else is going to contribute now. What is the budget? What are the yearly maintenance costs? The commission took no action.  7. Reports and comments from Tourism Coordinator: Future agenda items: Future funding of promotion of Verona and its facilities. Requesting data for hotels. Contract renewals for Madison Area Sports Commission. 8. Reports and comments from Staff: None 9. Reports and comments from Commission Members: None 10. Adjournment: Motion by Posey, seconded by Hoechst to adjourn at 3:15 p.m. Motion carried 3-0. Respectfully submitted, Holly Licht, City Clerk LET’S REVIEW. MADISON ON TAP (MOT) $65K 418 Total check-ins Total Investment at Verona MOT Stops 4.2M Social Media Ad Impressions WEBSITE + SOCIAL MEDIA EXPOSURE Website Social Pumpkin Spice Up Your Fall in Madison Static Posts: 11 Farms for Fall Fun in Madison Madison On Tap Giveaway Epic 7 Places to Shop Sustainably in Madison Mocktails & More: Your Guide to N/A Drinking in Madison Video Content: Your Guide to Streateries & Outdoor Dining in Madison Mocktail Slideshow Sunshine on Tap: Where to Find Patios & Outdoor Drinks Hodge Podge Coffee Flight 7 Breweries with Great Outdoor Spaces Grace Coffee in Verona Ice Age Trail Go Green in Madison: Plan a Sustainable Getaway Alice Good Specialty Coffee Madison’s Plant-Based Food Scene is a Must Touring Epic Madison Area Holiday Lights & Tree Lighting Guide Madison’s Big Adventures: Madison On Tap: Beer, Bubbles, Bourbon & Beyond Prairie Moraine Dog Park Biking & Hiking Parks & Beaches Epic Hodge Podge Prairie Marine County Park WEBS ITE + GOOGLE SEARCH VALUE 37 Verona Businesses & Community Listings on DM Website On average, each event listing 77 Verona Events on Destination Madison’s Event Calendar is our garners the equivalent of $97 in Google Ad spend, with our most popular page in most popular events having DM Event Calendar Google Search. the equivalent Google Ad spend of up to $5,600. PUBLIC RELATIONS & MEDIA NBC 15 Press Travel Writers Segments Releases Pitches Erica Zazo (Chicago-based Shifting Gears Bike Madison On Tap Pitched Ice Age Trail freelance outdoor writer): Path Dance for USA Today’s IRONMAN Wisconsin Military Ridge State Trail “Go Escape” Verona Fall Fest and Ice Age Trail Pitched Badger State Robert Annis (Freelance Trail/Military Ridge State journalist): Military Ridge Trail to Sierra Club State Trail and Ice Age Trail biking, Sugar River Pitched Verona to Pizza, & Wisconsin “hidden gems” for Brewing Company Midwest Living Kat Craddock (Saveur): Pitched Verona to Alice Good Specialty Coffee “hidden gems” for Midwest Living Laura Kiniry (Freelancer): Alice Good Specialty Coffee Laura Kiniry (Freelancer): Alice Good Specialty Coffee PUBLIC RELATIONS & MEDIA 30+ Family-Friendly Things to Do Madison On Tap: NBC15 interview at Hop Haus One of the Happiest Places in America IRONMAN Wisconsin - NBC, WKOW, Wisconsin State Journal, La Crosse Tribune (and Journal Times, 7 Dog-Friendly Midwest Breweries Kenosha News, etc.) all shot on route in Verona LET’S SHARE SOME DATA. 79% of visitors observed in Verona are seen at places of interest in Madison. 14% in Middleton and 6% in Fitchburg WHAT ARE VISITORS DOING IN VERONA? Business & Professional 47% Accommodations 20% Sports 14% Food 11% Outdoor Recreation 10% Retail 8% Nightlife 4%  VISITOR ORIGIN M ARKETS Milwaukee 15% 16% 13% Chicago 13% 7% Green Bay/Appleton 9% 5% Minneapolis/St. Paul 6% 4% La Crosse/Eau Claire 5% 4% Wasau/Rhinelander 5% Cedar Rapids/Waterloo/Iowa City/Dubuque 3% 3% Madison 2% 3% 2% Davenport/Rock Island/Moline 2% Dane County Verona CONVENTION SALES 2023 2022 2021 2020 NUMBER OF LEADS ISSUED TO A VERONA HOTEL PER YEAR 26 24 7 13 2023 2022 2021 2020 ROOM NIGHTS BOOKED AT VERONA HOTELS 880 560 160 0 *RN for events originally booked but cancelled are not included in these numbers. (IE: Epic 2021, etc.) MASC SALES 2023 2022 2021 2020 NUMBER OF LEADS ISSUED TO A VERONA HOTEL PER YEAR 133 184 145 106 2023 2022 2021 2020 ROOM NIGHTS BOOKED AT VERONA HOTELS 855 460 895 200 *RN for events originally booked but cancelled are not included in these numbers. (IE: Epic 2021, etc.) FALL 2023 MASC YOUTH GRANT AWARDS $ REQUESTED $ GIVEN REASON Black Men Coalition of Dane County $5,000 $5,000 Baseball team uniforms Camp Randall Rowing Club $2,500 $2,500 Learn to Row Get Kids Outside $4,050 $4,050 Hiking/Showshoeing Madison Elite Track Club $1,200 $1,200 Scholarships Millennium Soccer Club $3,000 $3,000 Equipment $22,698 Yoga Accessible for All $2,000 $2,000 Yoga Southside Raiders Football & Cheerleading $2,500 $2,500 New helmets Over $400,000 given in last 12 years Girls on the Run $500 $500 A running location site CrossFit Madtown $500 $500 Weightlifting event participation South Madison Panthers Track Club $800 $800 Scholarships DM/MASC SUPPORT & DEVELOPMENT 2021 2022 Community-based Completed discussion feasibility study Venue Connections and Input OUR PARTNE RSHIP Visitor information distribution at Destination Madison visitor kiosk Only offered to Municipal at Dane County Regional Airport and at Destination Madison office. partners contributing 17% and above. Verona hotels offered discounted annual Partnership investment. Municipal Partner Coalition, rotating seat on DM Board of Directors and Community visits to capture and promote experiences on social. DMF Board of Trustees Curated content featuring community on visitmadison.com. Exclusive opportunities to participate in key marketing campaigns and programs Community representation through visuals in printed Inspiration Guide. Annual impact reporting to community stakeholders. Destination Madison’s support, expertise and connections with tourism-related initiatives. LOOKING FORWARD 2024 AND BEYOND...