Meeting-Packet-10-14-26

MARK D. O’C ONNELL , PRESIDENT & CEO TRAVEL NORTHWEST WISCONSIN TOURISM COMMITTEE Wednesday, October 14, 2026 9:00 a.m. Join Zoom Meeting https://us06web.zoom.us/j/87091148280?pwd=UEhXZFUSIDvabtBH1p4xovqChk3SFb.1 Join by Phone 312-626-6799 Meeting ID: 870 9114 8280 Passcode: 858582 AGENDA 1. Call to Order 2. Roll Call 3. Approval of Minutes of the September 9, 2026 Meeting 4. Financial Report 5. Governor’s Fishing Opener a. 2025 Budget Revisions b. 2026 Final Accounting c. 2027 Fishing Opener 6. 2026 Marketing Plan a. Marketing Committee Report b. 2026 Project Review and Upcoming Project Due Dates c. 2025 and 2026 Outstanding Invoices / Bills to Be Paid d. Facebook/Instagram Posts e. Travel Guides 7. 2027 Budget – Cost Updates or Other Modifications Travel Northwest Wisconsin Tourism Committee Agenda Page 2 October 14, 2026 8. Travel Wisconsin Report 9. Homework Assignments 10. Next Meeting Date: November 11, 2026 11. Adjourn MARK D. O’C ONNELL , PRESIDENT & CEO TRAVEL NORTHWEST WISCONSIN TOURISM COMMITTEE September 9, 2026 Zoom & Northwest Regional Planning Commission Spooner, Wisconsin MINUTES CALL TO ORDER: Chair Mary McPhetridge called the meeting to order at 10:01 a.m. ROLL CALL: PRESENT: Mary McPhetridge, Ashland Chamber; Brandi Nelson, Barron County; Mary Motiff, Bayfield County; Chuck Anderson, Burnett County; Ellie Peabody, Chippewa Chamber; Kelly Peterson, Douglas County; Joseph Wendell Miller, Iron County Extension; Brad Bearson, Polk County; Jackson Koverman, Rusk County; Mindy Simons, Hayward VCB; Kaitlin Horsch, Washburn County Tourism; and Nick Trimner, Price County. EXCUSED: Ellie Peabody, Chippewa Chamber and Johnathan McArthur, Price County. OTHERS PRESENT: Kevin Klucas, Burnett County; George Cusick, Washburn County; and Christopher Jennings, Travel Wisconsin. WCA STAFF: Sarah Diedrick-Kasdorf. APPROVAL OF MINUTES: Motion by Simons, second by Nelson, to approve the minutes of the August 12, 2026 meeting. Motion carried. FINANCIAL REPORT: No report this month. GOVERNOR’S FISHING OPENER: 2026 Final Items: The Molson Coors sponsorship check was received on September 8. Once that check is deposited Mindy can work with Mariann to determine the final split of the proceeds. The accounting spreadsheet can be found in the Google drive. 2027 Opener: Mary Motiff will be meeting with Iron River this month – lots of support for the event in the local community. Future Fishing Opener Hosts: Price County will host in 2028. Other counties can volunteer for 2029 or later. Travel Northwest Wisconsin Tourism Committee Minutes Page 2 September 9, 2026 Kaitlin shared with the group that the 2025 splits were incorrect – overpayments were made. Brandi and Sarah will meet with Mariann to review the financials. 2026 MARKETING PLAN: The Marketing Committee will be meeting on the 23rd of the month. Facebook Posts: A fall ad is ready to go. Will be back in good shape soon with scheduling the ads created by North of Eight. Travel Guide: There was a snafu with the maps due to a miscommunication with the printer that should now be corrected. Advance Printing will be printing 25,000 maps – 10,000 to Five Star for distribution; 10,000 to Ashland Chamber; and 5,000 will be at Washburn County Tourism in Spooner for any counties that want travel guides. 2027 BUDGET DEVELOPMENT: The committee created a budget for the board’s consideration. TRAVEL WISCONSIN REPORT: Christopher Jennings reported on the following: “One More” strategy continues this fall; Travel Wisconsin’s fall investment will run in September and October only due to the cost of advertising; Travel Wisconsin will take over 250 billboards in Chicago, Minneapolis and Milwaukee on September 22; Fall Color Report underway; Winter Snow Report starts on November 10 (messaging starts mid-October); winter advertising to feature highest performing creatives, there is a ice fishing photo in the State Travel Guide; 2027 co-op program, October 8 registration opens. HOMEWORK ASSIGNMENTS: Mary McPhetridge will craft a strongly worded letter to request the state to offer more affordable co-op options – letter to be signed by each DMO participating in Travel Northwest Wisconsin. Mary will also talk to Melissa about 2027 pricing for ads in Minnesota Sno-Mo and Wisconsin Sno-Mo magazines. NEXT MEETING DATE: The next meeting will be held on October 14 at 9:00 a.m. by Zoom. ADJOURN: Chair McPhetridge adjourned the meeting at 11:22 a.m. TRAVEL NORTHWEST WISCONSIN 2025 UPDATED BUDGET 12-5-24Total Board Approved Spending Amount: $62,177.20REVENUE Dues $36,000Fishing Opener $2,000Interest2024 BALANCE - UNALLOCATED REVENUE$25,000.002024 UNDERSPENDING $12,000 TOTAL PROJECTED REVENUE $75,000 EXPENDITURES Marketing PlanPerson AssignedProject Billing Entity Revised 2025 BudgetAmt. ExpendedDate PaidBalance Remaining PRINT PUBLICATIONS (ITBEC)DISTRIBUTION OF PUBLICATIONSMary MotiffDistribution (external) $5,000.00$0.00 $5,000.00Corridor Map Distribution/Trail Guide Distribution 5 Star Marketing, LLC Mary McPBrochure Distributiion (internal)Ashland Area Chamber$1,500.00$812.57$687.43Postage 2025 Q1 $198.335/1/25Postage 2025 Q2 $96.419/18/25Postage 2025 Q3 $194.3911/13/25Postage 2025 Q4 $137.092/5/26SuppliesTracPhone (or other digital voice mail)2025 Q1 $46.565/1/25TracPhone (or other digital voice mail)2025 Q2 $46.589/18/25TracPhone (or other digital voice mail)2025 Q3 $46.5911/13/25TracPhone (or other digital voice mail)2025 Q4 $46.622/5/26 ITBEC PUBLICATION PRINTING KaitlinOutdoor and Trail Guide Advanced Printing$13,233.00$0.00 $13,233.0025,000 guides for $13,233; 40,000 guides is $19,070 - Advanced Printing Brandi/Mary MoCorridor Maps Johnson Litho $9,000.00$9,877.74($877.74) Johnson Litho quote to print 60,000 maps - $7,260 plus a one-time set up/design fee ($45/hr at 30-60 hours) - $1350-$2700 2021 -55,000 maps $7440 - UPDATE AND REPRINT TO NWRPCITBEC Trail Corridor Map UpdateNW Regional Planning Commission$920.075/28/2660,000 Corridor Maps - ATV/SnowmobileJohnson Litho $8,957.677/9/26 PRINT PUBLICATIONS (PURCHASED) MelissaMN SnoMo MagazineDECEMBER PAYMENTMWO Media $1,846.00$1,846.0012/24/25$0.00 MelissaWI SnoMo MagazineDEC 25/JAN 26MSPN $2,104.20$2,338.00($233.80)Dec-25MSPN $1,169.0012/24/25Jan-26MSPN $1,169.002/19/26 MelissaMidwest RiderMAY/JUNE 25 - AUG/SEPT 25MSPN $2,940.00$2,940.00$0.00May/June 2025 $1,470.006/12/25Aug/Sept 2025 $1,470.009/18/25 Mary McPOn Wisconsin Outdoors On Wisconsin Outdoors$2,880.00$1,440.00$1,440.00March/April 2025 $1,440.003/20/25November/December25??? KaitlinWisconsin Travel Guide2026 Guide (OCTOBER PAYMENT)Madden Media$3,500.00$3,505.0012/10/25($5.00) Print Ad Design WEB PUBLICATIONS (PURCHASED)Web PublicationsSue (Kaitlin)Snowtracks.com / ATV Tracks.comBanner ad headerJRVBR, Inc./Outdoor Network (July)$1,000.00$1,500.009/18/25($500.00) Sue (Kaitlin)WATVA WATVA Trail Ad Fall /Website BannerNational Motorsports$0.00$0.00 $0.00 WEBSITE Mary MotiffWebsiteWebsite Updates North of Eight Design$500.00$0.00 $500.00ISSUU Bayfield County Tourism$600.00$252.005/1/25$348.00Web Hosting/MaintenceApril - March contractNorth of Eight $700.00$516.79$183.21Domain renewalNorth of Eight $20.885/15/25Website Hosting 4/2025-3/2026North of Eight $495.918/26/25 SOCIAL MEDIAMelissaFacebook Advertising (internal)Mercer Area Chamber of Commerce$800.00$195.55$604.45Spring 2025 Facebook advertising $95.926/12/259/25-10/25 Facebook advertising $99.6312/24/25 Marketing CeeContracted Services $5,300.00$4,149.00$1,151.00Social media contract - N of 8 $1949North of Eight $1,949.001/9/25Fall Social Media Washburn Co Tourism Inc$2,200.0011/26/25 Mary McPBlogging ContractSeptember - AugustNorth of Eight Mary McPAd Words (SEO) North of Eight /APG MindyDepartment of Tourism Co-op $1,050.00$1,050.00$0.00Footer Ad: $6002/10-23/2025Laughlin Constable $600.004/17/25Traveler Email - first row: $450Week of 8/7/2025Laughlin Constable $450.006/12/25 FISHING OPENERGovernor's Fishing Opener SponsorshipNWRPC - WI Gov's Fishing Opener$1,000.00$1,000.003/20/25$0.00ITBEC Booth $500.00$0.00 $500.00 SUBSCRIPTIONSMary McPConstant ContactPREPAYS SEPTEMBERAshland Chamber$600.00$538.082/19/26$61.92CANVA JULY BILLING Ashland Chamber$150.00$119.9910/16/25$30.01JotForm FEBRUARY RENEWALAshland Chamber$325.00$288.003/20/25$37.00 Total Marketing Plan $54,528.20$32,368.72$22,159.48 Other Expenses Travel Overage $0.00Planning Commission Expenses $0.00Chair's Account $0.00Add'l Approved Marketing Plan $$ $7,249.00$233.802/19/26$7,015.20 Bank Charges $400.00$259.791/2025-12/2025$140.21 Total Other Expenses $7,649.00$493.59$7,155.41 Total Budget $62,177.20$32,862.31$29,314.89 TRAVEL NORTHWEST WISCONSIN 2026 APPROVED BUDGET 11-3-25Total Board Approved Spending Amount: $38,000 REVENUE Dues $36,000 $36,000Fishing Opener $2,000Interest2025 BALANCE - UNALLOCATED REVENUE$18,961.97 $25,000.002025 UNDERSPENDING $12,000 TOTAL PROJECTED REVENUE $75,000 EXPENDITURES Marketing PlanPerson AssignedProject Billing Entity AdoptAdopted 2026 BudgetAmt. ExpendedDate PaidBalance Remaining PRINT PUBLICATIONS (ITBEC)DISTRIBUTION OF PUBLICATIONSMary MotiffDistribution (external) $7,000.00$4,070.00 $2,930.00Corridor Map Distribution/Trail Guide Distribution 5 Star Marketing, LLC $3,700.006/11/26Corridor Map Distribution/Trail Guide Distribution Bayfield County Tourism $370.007/23/26 Mary McPBrochure Distributiion (internal) Ashland Area Chamber$1,500.00$0.00 $1,500.00Postage 2025 Q1SuppliesTracPhone (or other digital voice mail)2025 Q1 PRINT PUBLICATIONS (PURCHASED) MelissaMN SnoMo MagazineDECEMBER PAYMENT $1,846.00$0.00 $1,846.00 MelissaWI SnoMo MagazineDEC 26/JAN 27 MSPN $2,104.20$0.00 $2,104.20 MelissaMidwest Rider MAY/JUNE 26 - AUG/SEPT 26MSPN $2,940.00$1,470.00 $1,470.00May/June 26 Midwest Rider adMSPN $1,470.007/9/26 Mary McPOn Wisconsin Outdoors On Wisconsin Outdoors$3,000.00$1,500.00 $1,500.00March/April 2026 $1,500.003/5/26November/December26 Brad (Kaitlin)Wisconsin Travel Guide2027 Guide (OCTOBER PAYMENT)Madden Media $7,000.00$0.00 $7,000.00 WEB PUBLICATIONS (PURCHASED)Web PublicationsKaitlin Snowtracks.com/ATVtracksBanner ad header JRVBR, Inc./Outdoor Network (July)$1,500.00$1,500.005/1/26$0.00 WEBSITE Mary MotiffWebsiteWebsite Updates North of Eight Design$500.00$0.00 $500.00ISSUU Bayfield County Tourism$372.00$252.004/2/26$120.00Web Hosting/MaintenceApril - March contract 4/26 - 3/27North of Eight $480.00$450.003/5/26$30.00Domain renewal North of Eight $25.00$0.00 $25.00North of Eight SOCIAL MEDIAMelissaFacebook Advertising (internal) Mercer Area Chamber of Commerce$800.00$0.00 $800.00 Marketing CeeContracted Services $2,500.00$0.00 $2,500.00Social media contract - N of 8 $1949Not in 2026 North of EightSEO APG North of Eight /APG Mindy Department of Tourism Co-op $1,500.00$0.00 $1,500.00Laughlin ConstableLaughlin Constable FISHING OPENER Governor's Fishing Opener Sponsorship NWRPC - WI Gov's Fishing Opener$1,000.00$1,000.002/19/26$0.00ITBEC Booth $500.00$0.00 $500.00 SUBSCRIPTIONSMary McPConstant Contact PREPAYS SEPTEMBERAshland Chamber $600.00$0.00 $600.00CANVA JULY BILLING Ashland Chamber $150.00$0.00 $150.00JotForm FEBRUARY RENEWALAshland Chamber $325.00$288.003/19/26$37.00 Total Marketing Plan $35,642.20$10,530.00$25,112.20 Other Expenses Travel Overage $0.00 $0.00Planning Commission Expenses $0.00 $0.00Chair's Account $0.00 $0.00Add'l Approved Marketing Plan $$ $1,957.80 $1,957.80 Bank Charges $400.00$217.591/26 - 7/26 $182.41 Total Other Expenses $2,357.80$217.59 $2,140.21 Total Budget $38,000.00$10,747.59$27,252.41 TRAVEL NORTHWEST WISCONSIN - 2027 BUDGET WORKSHEET2026 APPROVED BUDGET 11-3-25Total Board Approved Spending Amount: $38,000 2027 PROJECTED REVENUEREVENUE Dues $36,000 $36,000Fishing Opener $2,000Interest2026 BALANCE - UNALLOCATED REVENUE$18,961.97 $20,626.842026 UNDERSPENDING $4,987 TOTAL PROJECTED REVENUE $63,614 EXPENDITURES Marketing PlanPerson AssignedProject Billing Entity AdoptAdopted 2026 BudgetAmt. ExpendedDate PaidBalance Remaining2027 BUDGET RECOMMENDATION*NOTE: WE STILL HAVE 2025 BUDGETED EXPENDITURES TO BE PAID PRINT PUBLICATIONS (ITBEC)DISTRIBUTION OF PUBLICATIONSMary MotiffDistribution (external) $7,000.00$4,070.00$2,930.00$5,000.00Corridor Map Distribution/Trail Guide Distribution 5 Star Marketing, LLC$3,700.006/11/26Corridor Map Distribution/Trail Guide Distribution Bayfield County Tourism$370.007/23/26 Mary McPBrochure Distributiion (internal)Ashland Area Chamber$1,500.00$0.00 $1,500.00$1,500.00Postage 2025 Q1Supplies 2025 Q1 PRINT PUBLICATIONS (PURCHASED)MelissaMN SnoMo MagazineDECEMBER PAYMENT $1,846.00$0.00 $1,846.00$2,000.00 MelissaWI SnoMo MagazineDEC 26/JAN 27New publisher $2,104.20$0.00 $2,104.20$2,300.00 MelissaMidwest RiderMAY/JUNE 26 - AUG/SEPT 26MSPN $2,940.00$1,470.00$1,470.00$0.00May/June 26 Midwest Rider adMSPN $1,470.007/9/26 Mary McPOn Wisconsin Outdoors On Wisconsin Outdoors$3,000.00$1,500.00$1,500.00$3,000.00March/April 2026 $1,500.003/5/26November/December26 Brad (Kaitlin)Wisconsin Travel Guide2027 Guide (OCTOBER PAYMENT)Madden Media$7,000.00$0.00 $7,000.00$3,600.00 Ellie Our Wisconsin3@1408 1/3 page $4,224.00 WEB PUBLICATIONS (PURCHASED)Web PublicationsKaitlinSnowtracks.com/ATVtracksBanner ad headerJRVBR, Inc./Outdoor Network (July)$1,500.00$1,500.005/1/26$0.00$1,500.00 WEBSITE Mary MotiffWebsiteWebsite Updates North of Eight Design$500.00$0.00 $500.00$500.00ISSUU Bayfield County Tourism$372.00$252.004/2/26$120.00$300.00Web Hosting/MaintenceApril - March contract 4/26 - 3/27North of Eight $480.00$450.003/5/26$30.00$450.00Domain renewalNorth of Eight $25.00$0.00 $25.00$25.00North of Eight SOCIAL MEDIAMelissa/BrandiFacebook Advertising (internal)Mercer Area Chamber of Commerce$800.00$0.00 $800.00$800.00 Marketing CeeContracted Services $2,500.00$0.00 $2,500.00$2,500.00Social media contract - N of 8 $1949Not in 2026 North of EightSEO APG North of Eight /APG MindyDepartment of Tourism Co-op $1,500.00$0.00 $1,500.00$0.00Laughlin ConstableLaughlin Constable FISHING OPENER Governor's Fishing Opener SponsorshipNWRPC - WI Gov's Fishing Opener$1,000.00$1,000.002/19/26$0.00$1,000.00ITBEC Booth $500.00$0.00 $500.00$500.00 SUBSCRIPTIONSMary McPConstant ContactPREPAYS SEPTEMBERAshland Chamber$600.00$0.00 $600.00$600.00CANVA JULY BILLING Ashland Chamber$150.00$0.00 $150.00$150.00JotForm FEBRUARY RENEWALAshland Chamber$325.00$288.003/19/26$37.00$325.00 Total Marketing Plan $35,642.20$10,530.00$25,112.20 Other Expenses Travel Overage $0.00 $0.00Planning Commission Expenses $0.00 $0.00Chair's Account $0.00 $0.00Add'l Approved Marketing Plan $$ $1,957.80 $1,957.80$5,000.00 Bank Charges $400.00$184.891/26 - 6/26$215.11$400.00 Total Other Expenses $2,357.80$184.89$2,172.91 Total Budget $38,000.00$10,714.89$27,285.11 $35,674.00