Tourism Commission

CITY OF VERONA 111 Lincoln Street Verona, WI 53593 (608) 845-6495 veronawi.gov TOURISM COMMISSION AGENDA DATE: TUESDAY, SEPTEMBER 17, 2024 TIME: 2:00 PM LOCATION: COUNCIL CHAMBERS VERONA CITY HALL 111 LINCOLN STREET VERONA, WI 53593 1. Call to Order 2. Roll Call 3. Approval of the minutes from the July 16, 2024 Tourism Commission meeting 4. Discussion and Possible Action Re: 2024 Quarter 2 Room Tax Report 5. Discussion and Possible Action Re: Destination Madison/Madison Area Sports Commission contract renewal for 2025-2027 6. Reports and comments from Tourism Coordinator 7. Reports and comments from staff 8. Reports and comments from Commission members 9. Adjournment Jason Hunt, Chairperson POSTED: September 12, 2024 Verona City Hall Verona Public Library Miller’s Market All agendas are posted on the City website at: veronawi.gov Notice: If you need an interpreter, materials in alternative formats, or other accommodation to access the meeting, please contact the City Clerk at (608) 845-6495 at least 48 hours preceding the meeting. Every reasonable effort will be made to accommodate your request. 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 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.  MINUTES – TOURISM COMMISSION DATE: July 16, 2024 LOCATION: Verona City Hall – Large Conference Room 111 Lincoln St., Verona, Wis. 1) Chairperson Jason Hunt called the meeting to order at 2:00 p.m. 2) Roll call – present were: Commissioners Jason Hunt, Charlie Eggen, Sara Hoechst, Pat Wehrley and Alderperson Christine Posey. Also present were Verona Area Chamber of Commerce Director Le Jordan, Tourism Coordinator Allison Plumer, City of Verona Finance Director Brian Lamers, and City of Verona Administrator Jamie Aulik. 3) There was no public comment. 4) Posey moved, Wehrley seconded approving the minutes of the May 21, 2024 Tourism Commission meeting. The motion passed unanimously. 5) Discussion and Possible Action Re: 2025 Contracts and Budgets a) Tourism Coordinator Plumer presented various challenges related to trying to work with and get information from Destination Madison. There was also a discussion related to the contributions made to the organization, and whether the benefits received were worth the money. b) Hunt moved, Hoechst seconded having Tourism Coordinator Plumer send a letter to Destination Madison regarding ways to better partner together on tourism-related issues, materials and events and to also officially invite them to the September Tourism Commission meeting. The motion passed unanimously. 6) Discussion and Possible Action Re: Reddan Grant Funding a) The commission agreed to keep grants linked to events at Reddan Soccer Park. 7) Tourism Coordinator Report: a) Tourism Coordinator Allison Plumer said the Verona Visitor Guide is nearly complete. 8) Staff Report: a) Administrator Aulik said the Grand Opening of Century School Park is scheduled for July 25, 2024 at 5:15 p.m. Everyone is invited, and it should serve Verona residents well and act as a tourism destination for many years to come. 9) Commissioners Report: a) Commissioner Eggen said it’s been a soft summer for hotels in Verona and room tax collections may be less than prior years. 10) Hoechst moved, Posey seconded adjournment. The motion passed unanimously and the meeting adjourned at 3:44 p.m. By: Jamie J. Aulik, City Administrator  STRATEGIC PARTNERSHIP 2025+ VISIT VERONA + DESTINATION MADISON At the Greater Madison Convention & Visitors Bureau dba Destination Madison (DM) we celebrate the vibrant tapestry of Dane County. From the urban energy of Madison to the distinct charm of surrounding communities, each thread strengthens the fabric of our region. Verona is a prime example with its abundance of sports facilities, locally owned businesses, and captivating outdoor attractions. By showcasing Verona’s story, we weave a richer narrative for Dane County. Visitors drawn to Verona will discover a treasure trove of experiences scattered throughout our destination (often connected by our seamless bike trail system), boosting tourism and spreading economic benefits far and wide. Tourism is more than just incredible food and exciting attractions (although those are pretty amazing too!). It's about fostering a thriving economy that benefits everyone. Tourist dollars empower local businesses, create jobs, and generate tax revenue that supports essential services across Dane County. Working together, we can curate unforgettable experiences for every visitor, highlighting what makes Verona truly special. As the official destination management organization for the greater Madison area, Destination Madison - Promotes the greater Madison community, including Verona, to new and repeat visitors through a dynamic marketing plan. Attracts new conventions, sporting events, and competitions to our local communities. Partners with area businesses and communities to spotlight unique experiences. Provides expert service and support for events. Conducts and analyzes tourism research. Builds our local economy. Through this strategic partnership, Visit Verona unlocks a powerful synergy, leveraging resources, data and expertise to achieve several key benefits: Expanded Marketing Reach: DM's expertise creates a dynamic marketing plan that showcases Verona alongside the vibrant tapestry of Dane County. This includes targeted PR efforts and a presence in direct flight markets, attracting both leisure travelers and B2B opportunities. Elevated Brand & Venue Recognition: Partnering with DM positions Verona as a premier destination for sports tournaments, meetings, and group travel. By leveraging DM's established connections and reach, Verona gains visibility among key decision-makers like sports planners, meeting organizers, and group travel companies. Expertise & Resources: As strategic partners, Verona can leverage DM's extensive knowledge in tourism marketing, destination development and group sales strategies. This includes access to DM-led studies and data platforms, such as the recent Sports Feasibility Study, which provide valuable insights to inform future tourism development. This collaboration not only enhances Verona’s visibility as a travel destination but also leads to a more cohesive regional tourism strategy that benefits the entire area. Such a partnership embodies a forward-thinking approach to community development and regional branding, ensuring that Verona’s charm is shared with a wider audience, and inviting visitors to discover all it has to offer. 22 East Mifflin St., Suite 200 | Madison, WI | 53703 | 608-255-2537 | visitmadison.com  STRATEGIC PARTNERSHIP 2025+ VISIT VERONA + DESTINATION MADISON The following details outline the services Destination Madison (DM) will provide the City of Verona, in conjunction with Visit Verona (VV), during the current contract 2025-2027. These services/opportunities are made possible by VV’s 17% multi-year commitment and investment in DM. This exhibit of deliverables will be revisited annually during the current contract (2025-2027) for necessary adjustments. Leads and Event Support Convention lead distribution to DM Partner Hotels for targeted exposure and VV Team for conversion expertise, maximizing booking opportunities. Sports event and sports tourism lead distribution to DM Partner Hotels for targeted outreach and VV Team for booking conversion, maximizing revenue from sports-related travel. Group Tour/Motorcoach lead distribution to DM Partner Hotels for targeted marketing and VV Team for itinerary expertise, maximizing group travel bookings. Enhanced Convention Services for Verona Venues: Destination Madison will provide assistance with convention services for groups booking events through Destination Madison (DM). This ensures seamless service and support for conventions choosing Verona locations. (Note: Assistance provided as needed and requested.) Representation at Convention Sales & Sports Trade Shows: Exposure through Destination Madison as the sales team aggressively sells the destination to meetings, events and sports groups. We'll conduct an annual review of conference and sports sales shows to assess their relevance to Visit Verona. If specific opportunities offer significant value, we'll extend an invitation to their tourism representative. DM will incur the costs of the exhibit investment; Visit Verona will be responsible for their registration and all travel expenses. Content & Marketing Promotion Verona representation in the Destination Madison Inspiration Guide: The printed Destination Madison Inspiration Guide will include visuals that highlight Verona’s unique character and attractions. This will ensure Verona is prominently represented and inspires visitors to explore your community. Exclusive Marketing & Content Opportunities: Gain exclusive access to participate in select DM marketing and content campaigns and programs. This collaboration allows you to leverage DM's reach and expertise while showcasing Verona’s unique offerings. (Note: Additional investment may be required for some programs.) Dedicated Community Page on DM website (tentatively developed in 2025): This page will showcase Verona as a unique destination, featuring: A link to the VV website for in-depth information and a curated collection of community content from DM website. Note: The full strategy for this page, along with the DM website redesign, will be developed in 2025. High-Visibility at Key Locations: Verona’s Tourism Guide will be prominently displayed at the Dane County Regional Airport Information Booth and the DM Office. This strategic placement ensures your materials are seen by arriving visitors seeking destination recommendations. 22 East Mifflin St., Suite 200 | Madison, WI | 53703 | 608-255-2537 | visitmadison.com  STRATEGIC PARTNERSHIP 2025+ VISIT VERONA + DESTINATION MADISON (Content + Marketing, cont.) Spotlight Verona: Annual Blog + Amplification: DM will create a captivating blog exclusively focused on Verona. This series will explore a signature story theme, highlighting the unique character and offerings that set Verona apart. The blog posts will be prominently featured on the DM website, incorporated into the leisure newsletter, and amplified through social media reels. This multi-channel approach will ensure maximum exposure for Verona’s story. Partner Engagement Exclusive Access to Industry Insights: Receive invitations and three complimentary tickets to attend exclusive partner education and networking events hosted by DM. These events provide valuable opportunities to learn from industry experts, exchange ideas with fellow tourism professionals, and stay ahead of the curve in marketing and hospitality trends. Targeted Recruitment in Verona: DM will deploy a targeted recruitment strategy within the Verona community to expand the presence and representation of Verona’s tourism offerings throughout DM’s content and website channels. Annual Familiarization Tour for Destination Madison Staff: This in-person visit, hosted by Visit Verona (VV), will give Destination Madison (DM) staff firsthand experience with local attractions, businesses, and visitor destinations. The tour will provide content for DM's social media channels. Reduced/Waived Fees Discounted Destination Madison Partnership Dues: Verona hotels will benefit from a reduced membership rate for Destination Madison (DM) partnership. Free Destination Madison Partnership: Visit Verona and the Verona Area Chamber of Commerce will receive complimentary membership in the Destination Madison (DM) partnership program. Free Exposure for Verona Attractions: We'll provide complimentary listings for City of Verona-operated visitor assets, including key community parks and trails on Madison's (DM) website. This will increase visibility for these attractions and encourage visitors to explore all that Verona has to offer. Regional Collaboration, Research & Expertise Join Us for Community Partner Meetings and Collaboration: DM will invite you to participate in community partner meetings and collaborative discussions with Dane County tourism organizations. Collaborate on Annual Zartico Visitor Spend & Trends Report: DM will work with your team to develop a comprehensive year end research and data report specific to Verona using Zartico's visitor spend and trends data. Together, we'll identify the most valuable metrics to capture, considering available data. Additional interest in Zartico data may be explored and discussed for an additional investment. 22 East Mifflin St., Suite 200 | Madison, WI | 53703 | 608-255-2537 | visitmadison.com  STRATEGIC PARTNERSHIP 2025+ VISIT VERONA + DESTINATION MADISON Governance & Communication Leadership Opportunities through Municipal Partner Coalition: Participation in the Municipal Partner Coalition offers the chance to serve a rotating annual term alongside other community leaders. This coalition is comprised of organizations with active multi-year contracts contributing 17% or more to Destination Madison (DM). The rotation includes service on the DM Board of Directors, DM Foundation Board of Trustees, followed by a one-year break. We'll work together to determine this group's collaborative goals. Verona & DM Collaboration Meetings: We'll establish a regular meeting schedule (2-4 times a year based on activities) between the Visit Verona Tourism Director and members of the DM Leadership Team. These meetings will foster open communication and collaboration, allowing us to discuss research, trends, marketing/advertising campaigns, convention/meeting opportunities, and sports tourism initiatives. We can use these meetings to discuss state tourism conferences and share information about who is attending. DM & Verona Area Venues Meeting: VV to host annual venues meeting with DM and Verona area venues to foster collaboration, strengthen relationships, and explore new partnership opportunities. Annual Verona Progress Report: DM will provide an annual presentation showcasing the successful outcomes and overall impact of our collaborative efforts to the Verona Commission and key Verona Municipal stakeholders. Benefits will be reviewed annually to adapt to changing priorities and strategic direction. NEXT STEPS Finalize Deliverables: Discuss and agree upon the specific deliverables outlined above. Join Verona for the Room Tax Commission Meeting on Tuesday, September 17. Determine who drafts the formal contract to sign. Execute Agreement: Upon approval, all sign the agreement to formalize the partnership and ensure continued service, support, and collaboration between the communities. 22 East Mifflin St., Suite 200 | Madison, WI | 53703 | 608-255-2537 | visitmadison.com