Special Tourism Commission Meeting — Other

VISIT Lake Geneva | 527 Center St., Lake Geneva, WI 53147 | (262) 248-1000 | VisitLakeGeneva.com Lake Geneva Tourism Commission July 13, 2026 VISIT Lake Geneva Update Partner Events • Monthly Partner Meeting – July 21, 8-9am, Hawk’s View Golf Club • Multi-Chamber Business After Hours – July 15, 5-7pm, Elkhorn Ribfest, Walworth County Fairgrounds Public Events • Liberty on the Lake Recap • Lake Geneva Concerts in the Park – Thursdays, June 25-August 6, 6-8pm, Flat Iron Park MARKETING METRICS – JUNE 2026 WEBSITE – VisitLakeGeneva.com • Visitor Sessions – 210,436 (+32.3) | YTD 1,255,681 (+52.7%) • Pageviews – 478,080 (+3.8%) | YTD 2,702,515 (+16.9%) • Users – 168,458 (+42.2%) | YTD 1,010,104 (+55.6%) • Online Guide Visits – 5,538 | YTD 17,609 • Top Pages 1. Events 55,977 Pageviews 2. Things to Do 28,510 3. Meetings | Venues 22,194 4. Events | Liberty on the Lake 21,357 5. Things to Do | Summer Activities 18,577 6. Home 18,330 7. It's Always Been the Place 15,455 8. Explore | Special Offers 12,763 9. Stay | Hotels & Resorts 12,295 10. Stay 12,208 • Top Cities 1. Chicago 19,584 Active Users 2. (not set) 9,519 3. Milwaukee 4,808 4. New York 2,482 5. Lake Geneva 2,181 6. Minneapolis 1,419 7. Madison 1,338 8. Los Angeles 1,177 9. Rockford 1,026 10. Houston 998 VISIT Lake Geneva | 527 Center St., Lake Geneva, WI 53147 | (262) 248-1000 | VisitLakeGeneva.com SOCIAL MEDIA • Facebook – 86,151 Followers (+571 MoM) | 2,746,976 Monthly Views • Instagram – 23,796 Followers (+765 MoM) | 464,990 Monthly Views • X – 3,581 Followers (-3 MoM) | 417 Monthly Impressions • LinkedIn – 2,148 Followers (+1 MoM) | 147,603 Monthly Impressions • TikTok – 5,802 Followers (+180 MoM) | 46,631 Monthly Views EMAIL SUBSCRIBERS • Subscribers – 56,909 (+526) • Open Rate – 11.1% VISITOR CENTER ACTIVITY • Phone Calls – 197 (-66) | YTD 1,041 (-297) • Walk-ins – 1,581 (-13) | YTD 6,683 (+466) • Emails – 1,240 (-233) | YTD 45,839 (-81) • Visitors Guides Fulfilled – 1,143 (-212) | YTD 5,225 (-322) HOTEL ACTIVITY – MAY 2026 • Occupancy – 50.1% (-2.5%) | YTD 43.1% (+2.4%) • ADR - $184.49 (-2.5%) | YTD $171.64 (+0.1%) • RevPar - $92.41 (-4.9%) | YTD $73.90 (+2.5%) MEETINGS & GROUPS RFP ACTIVITY Lake Geneva Properties – JUNE 2026 MEDIA HIGHLIGHTS – JUNE 2026 • Rockford Register Star | 18 fireworks shows across northern Illinois, southern Wisconsin Also in AOL, Blue Water Healthy Living, Freeport Journal-Standard • World Atlas | 9 Coolest Wisconsin Towns for a Summer Vacation in 2026 • AOL | The Lake Towns That Deliver a Beach-Vacation Feel Without Beach-Vacation Prices • When In Your State | Wisconsin’s most cosmic building opened in 1897 and Hubble actually worked there • World Atlas | Where People Are Moving to in Wisconsin in 2026 • Taking The Kids | 10 Wisconsin Beach Towns and Island Escapes That Feel Like a Mini Vacation This Summer • Taking The Kids | This Wisconsin Lake Has Its Own Patrol, Its Own Rules, and a Membership System That Has Run Continuously Since 1920 • World Atlas | 15 Most Beautiful Lakes in America • Ever After in the Woods | 12 Wisconsin Summer Day Trips Where Lakes, Caves, and Small Towns Do the Heavy Lifting • Yahoo Travel | These nine small towns in Wisconsin are unforgettable Also in Milwaukee Journal-Sentinel, Stevens Point Journal, Blue Water Healthy Living, AOL RFP # Total Attendees Total Room Nights Event Date Type RFP Properties Sourced 1656 60 0 DEC 2026 Corporate Harbor Shores, The Cove, Celebration on Wells, Riviera 1657 10 12 AUG 2026 Corporate Bella Vista, Comfort Suites, Harbor Shores, Maxwell Mansion, The Cove VISIT Lake Geneva | 527 Center St., Lake Geneva, WI 53147 | (262) 248-1000 | VisitLakeGeneva.com • Taking The Kids | The Highest Rated Seafood Restaurants in Wisconsin You Need to Try in 2026 • World Atlas | 8 Coolest Northern United States Towns for a Summer Vacation In 2026 • Taking The Kids | The 10 Best Wisconsin Towns for Antique Shopping and Vintage Treasures • Chicago Tribune | The home of American astronomy is thriving after a close call in southeast Wisconsin Also in Wisconsin State Journal, Washington County Daily News, The Daily Gazette, The Brunswick News, The Derrick, The News-Herald, Europe Says, Yahoo, Belleville News-Democrat, The Freeman • Yahoo Travel | 7 Under-The-Radar Lake Towns Perfect for a Cheap Weekend Getaway • Secret Chicago | This family-friendly getaway near Chicago features a gorgeous 271-acre beach park and over 6 miles of hiking trails • World Atlas | 10 Best Lakeside Towns in the United States • The Weather Channel | 8 underrated summer getaways with great weather Also in Yahoo Travel, AAA • Ever After in the Woods | 10 Wisconsin Lake-Town Burger Shacks Perfect For A Summer Detour • World Atlas | These 13 Towns in the United States Were Ranked Among US Favorites In 2026 • When In Your State | Lake Geneva, Wisconsin has a mail carrier who jumps from boats and a telescope the size of a car • Yahoo Travel | 9 Underrated Lakes in the US That Are Perfect for a Summer Family Vacation • World Atlas | 12 Wisconsin Towns with Unforgettable Main Streets • Walworth County Community News | Walworth County tourism economic impact tops $1 billion for the first time • Family Destinations Guide | This Hidden Wisconsin Adventure Park Is Pure Childhood Joy • World Atlas | 7 Most Beautiful Lake Towns in Wisconsin Page 1 of 13 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING CITY OF LAKE GENEVA TOURISM COMMISSION TOURISM PROMOTION GRANT INFORMATIONAL GUIDE DRAFT FOR JULY 21, 2026 MEETING Page 2 of 13 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING I. INTRODUCTION: In 2017, the City of Lake Geneva Common Council passed Ordinance 17-03, creating and amending Chapter 70, Sec. 70-55, establishing a Tourism Commission to be responsible for the coordination of tourism promotion and tourism development within the City and for ensuring that all room tax dollars are spent on tourism promotion and development as defined in Wisconsin State Statute 66.0615. As part of its duties, this Commission has established the Tourism Promotion Grant Program to fulfill its obligation to use funds received by the Tourism Commission for Tourism Promotion. As defined by Wisconsin State Statute, allowed uses are marketing projects, including advertising media buys, creation of printed or electronic promotional tourist materials, or efforts to recruit conventions, sporting events, or motor coach groups. The funds used for Tourism Promotion must be significantly used by Transient Tourists (defined as guests who stay overnight for up to 30 nights) and are reasonably likely to generate paid overnight stays at more than one establishment, of separate ownership, that collects Room Tax in the City of Lake Geneva. The establishment must be within the limits of the City of Lake Geneva (note: establishments with a Lake Geneva address may not be within the City). The Grants are intended to be provided to applicants who can clearly demonstrate that their event meets these guidelines, which are further referred to as Overnight Stays. The Commission’s intent is to focus on those applicants that can demonstrate the likelihood of generating Overnight Stays during times in which establishments within the City of Lake Geneva would not have otherwise had a high level of occupancy. While this will vary year by year, it generally includes Sunday through Thursday and most weekends during the non-peak season, which runs from Labor Day to Memorial Day. The amount available for Grants will vary by year based on the expected Room Tax proceeds and the budget approved by the Commission. Individual grant amounts will vary based on the criteria and program information outlined in this packet. II. ELIGIBLE APPLICANTS: Eligible applicants for the Grant are businesses, non-profits, civic groups, downtown promotional entities, and tourism promotion entities that can convey to the Commission a consensus that their event is reasonably likely to generate paid overnight stays by transient tourists within the City. Applicants must demonstrate that their event promotion has complied with the State Statute requirements for Tourism Commission expenditures. Tourism Commission members shall not be eligible to participate in the program. If a Tourism Commission member is a part of an organization applying for a grant, that member must abstain from voting on the grant. Applicants must complete the application form in full for consideration. III. TOURISM GRANT PROGRAM & CRITERIA: Page 3 of 13 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING 1. The main event must take place within a 10-mile radius of the Lake Geneva City Hall. 2. Event grants are limited to three years. 3. Discounts and packages must be offered with at least ___ number of hotels within the City of Lake Geneva. These discounts/packages must be in place at least 60 days prior to the event. 4. Grant amounts must be used for direct marketing of the event and for overnight stays in the City of Lake Geneva and not for general marketing that does not promote overnight stays in Lake Geneva. 5. Written support from at least two establishments that collect room tax for the city of Lake Geneva, each from a separate owner, must be submitted with the application. 6. The commission prefers methods for tracking room nights generated by your event. It is highly recommended to work with area hotels to provide a way for them to track rooms booked through your event, even if they are not discounted or special-rate rooms. Most hotels can create special codes for rates, promos, or tracking. 7. While not an exclusive list, grants may not be used for: a. Staffing b. Promotional swag/giveaways c. Banners and signage used for the day of the event or the days immediately surrounding the event. Banners/signage must be used to promote events in advance that have the likelihood of generating overnight stays. d. Transportation e. Marketing that doesn’t promote hotels/overnight stays within the City of Lake Geneva. Administration of the Grant Fund will be reviewed by the Tourism Commission, with final approval given by a simple majority of those voting. The City Administrator shall be responsible for the day – to-day administration of the Grant Program after Commission approval. IV. SIGNATURE EVENT GRANT PROGRAM & CRITERIA: The Signature Event Grant Program is intended to provide grants to larger recurring events within the City of Lake Geneva with proven success of generating Overnight Stays. Signature Event Grants are approved annually as part of the Tourism Commission’s budgeting process. Signature Event Grants are for a single event and are not guaranteed for future events/years. The following criteria are in addition to the criteria for the standard Grant Program outlined above. 1. The event must have been ongoing for at least the last __ years and have received prior Tourism Commission Grants. 2. The event and organization must have submitted timely event recaps for prior grants. 3. The event must take place within the City of Lake Geneva. 4. The Tourism Commission will not review applications that do not meet the criteria. 5. The Tourism Commission will annually designate the due date for Signature Event Program applications. Grants under this program will be for the following calendar year. Page 4 of 13 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING 6. If a significant number of applications have been received, the Tourism Commission may vote to allow a subset of applicants to present after reviewing the applications. 7. The Tourism Commission will set a schedule for presentations for approved applications along with any guidelines for the presentations. 8. The Tourism Commission’s Tourism Entity is not eligible for a Signature Event Grant as defined in this packet. V. GRANT AMOUNTS: The total amount available for Grants will vary by year based on the expected Room Tax proceeds and the budget approved by the Commission. The cap amount of individual event grants is determined as follows, based on: • When the event takes place • Where a significant part of the event takes place o In City - At least 50% of the event takes place in the City of Lake Geneva. o Neighboring ▪ The main event is held within a 10-mile radius of Lake Geneva City Hall. ▪ A grant must be obtained from the community where the event is taking place if that community has a grant program. Event Season/Location Year 1 Year 2 Year 3 In City Peak $10,000 $6,500 $4,000 In City Non-Peak $20,000 $13,000 $8,000 Neighboring Peak $4,000 $2,600 $1,600 Neighboring Off Peak $10,000 $6,500 $4,000 Signature Event Grants may not exceed $30,000. VI. APPLICATION PROCEDURES: Applications are due and shall be submitted no later than 12:00 PM (Noon) two weeks prior to the Tourism Commission meeting and at least 60 days prior to the start of the event. See the City of Lake Geneva website calendar for Tourism Commission meeting dates. As meetings are subject to change, it is highly recommended that applications be submitted at least 3 months before the event. Those interested in applying for Grant Funds can download the application from the City of Lake Geneva website and submit the completed application form on the City of Lake Geneva website or mail it to the City of Lake Geneva Tourism Commission, 626 Geneva Street, Lake Geneva, WI 53147. Applications along with applicable materials are to be marked as “Promotional Tourism Grant.” Following submittal of an application to the Commission, the Commission will examine the application, approve or deny the application, and determine the level of financial support to be granted. As part of the application, the commission requires the Tourism Commission logo and Page 5 of 13 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING its lodging list website: www.lakegenevahotels.org (link or QR Code) to be placed on marketing event/initiative materials including printed materials, banners, event websites and all other social media outlets used. Once the Commission has completed its review of the application, the applicant may be informed of any deficiencies and be requested to amend the application, if necessary. Upon receipt of the completed application, it will be presented to the Commission for consideration. The Tourism Commission reserves the right to reject all applications or to accept any application which will best serve the interests of the City of Lake Geneva and the Tourism Commission. As part of the grant approval, the Commission may require room block rental contracts with City of Lake Geneva hotels (for applicable events) one week prior. VII. PRESENTATIONS APPROVAL PROCEDURES: Applications that meet all criteria and are accepted by the Tourism Commission will have the opportunity to give a presentation of up to 10 minutes to the Tourism Commission. Be prepared to explain and present on the following: 1. General overview of your event, including the history of the event being held if it isn’t new. 2. Background on your calculation of expected overnight hotel stays to be generated in the City of Lake Geneva. Note that the City of Lake Geneva has roughly 850 rooms/units, including hotels and other lodging, including short-term rentals. 3. How are you working with lodging establishments in the area for your event, including any packages, discounts, etc. 4. Any other funding or grants you have applied for or received. VIII. EVENT EXPENSE REIMBURSEMENT PROCEDURES: Businesses and organizations that have been approved for Grant Funds should indicate the final event/initiative date and will be given 45 days from that date to submit their receipts and examples of any marketing materials, using the attached form. Approved expenses after the event should be emailed to the City of Lake Geneva electronically at cityadmin@cityoflakegeneva.gov. The City of Lake Geneva will follow their internal policies in regard to reimbursement and documentation needed for reimbursement up to the approved amount. Any disputes arising from submission will be reviewed for State law compliance by the Lake Geneva City Attorney and the Lake Geneva City Administrator. Page 6 of 13 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING Tourism Promotion Grant Application City of Lake Geneva Tourism Commission Revised July 2026 Date Submitted: Organization: Contact Person: Phone Number: Street Address: City, State, Zip: Email Address: Name of Event: Date(s) of Event: Deadline for receipt submittal to the City (45 days after event ending): Location of Event: Type of Event: (Festival, Cultural, Convention, Tour, Sporting, Other) Estimated Number of Attendees: Have you Applied Before? Yes or No; Explain, including all prior grants and amounts received: Where is this event physically located? (street address and governmental jurisdiction): Page 7 of 13 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING What other governmental bodies/tourism commissions have been approached for support, and what amount has been received? Is a permit required from the City of Lake Geneva for Your Event? Yes / No If a permit is required, has the City of Lake Geneva Common Council approved the event? All proposed events that require permits must be approved before applying for a tourism grant. Yes / No Estimated Number of Overnight Stays in the City of Lake Geneva: Note: Please explain above how you estimated the number of overnight stays. Annual Event (Yes/No): Note: In addition, if chosen, the applicant agrees to include the Tourism Commission logo and its lodging list website: www.lakegenevahotels.org (link or QR Code) on marketing event/initiative materials including printer materials, banners, event websites and all other social media and will be required to provide paid receipts, and an evaluation of the results of this promotional effort within 45 days of its completion, which is to include approximate number of room nights retained in City of Lake Geneva hotels. Grant Amount Requested: Provide as an attachment the following: 1) Event Overview/Description 2) Event Budget (Include how grant funds will be used) 3) Mock-up of all Marketing Material to include the Tourism Commission Logo and Tourism Commission’s Lodging List Website: www.lakegenevahotels.org (Link or QR Code) 4) Marketing plan for the event 5) How will this grant generate overnight stays within the City of Lake Geneva? 6) How did you or your organization calculate the estimated number of overnight stays to be generated by your event? 7) Hotel/Lodging Establishment Support Form (at least 2) 8) Any other helpful information *Please be aware that the applicant is required to notify the City Administrator or Tourism Commission Chair prior to making changes to the event as proposed in this grant application regarding event location, events planned, etc. Failure to provide notice and receive approval from the City Administrator or the Tourism Commission Chair may invalidate the grant approval. Please send the completed application with required additional information, one week prior to the meeting, to cityadmin@cityoflakegeneva.gov Page 8 of 13 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING Tourism Promotion Grant Lodging Establishment Form City of Lake Geneva Tourism Commission Revised July 2026 PART 1: COMPLETED BY GRANT APPLICANT Name of Event: ______________________________________________________________________________ Date(s) of Event: _____________________________________________________________________________ Estimated Number of Overnight Stays in the City of Lake Geneva (must match application): _________________ PART 2: COMPLETED BY LODGING ESTABLISHMENT: Lodging Establishment Name: __________________________________________________________________ Your Name: _________________________________________________________________________________ Are you offering any packages, discounts, or rate tracking codes for this event: ____________________________ Do you believe this event will generate additional overnight stays in the City of Lake Geneva? Explain. ___________________________________________________________________________________________ ___________________________________________________________________________________________ ___________________________________________________________________________________________ ___________________________________________________________________________________________ ___________________________________________________________________________________________ ___________________________________________________________________________________________ ___________________________________________________________________________________________ ___________________________________________________________________________________________ ____________________________________________________ ________________________________ ____________________________________________________ Signature Date Page 9 of 13 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING Important points for your grant presentation at the Tourism Commission: • Please verify permitting requirements with the City of Lake Geneva *Tourism Grant Applications will not be considered until any required permits or approvals by the City Council are obtained. • Please be prepared to address the items outlined on page four of this packet when presenting to the Tourism Commission. • If you are going to bring printed materials to the meeting as part of your presentation; bring seven (7) copies, so all members of the Tourism Commission and the meeting recorder will have copies. • Presentations should not last more than ten (10) minutes. Additional time is reserved for members of the Tourism Commission to ask questions of the applicant. • If you intend to present any digital materials to the Commission, you must provide those to the City Administrator one week prior to the meeting. Page 10 of 13 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING Section 2-Submit For Reimbursement/Final Evaluation City of Lake Geneva Tourism Commission Reimbursement Form Name: Organization Name: Payment made Payable to: Remittance Address: Contact Phone #: Email: • Please use the table below to list invoices for reimbursement; remember to attach copies of paid invoices for verification. Reimbursement forms need to include the Grant Evaluation Form before grant funds will be released. Invoice Date Invoice # Vendor Name Purchase Description Purchase Amount Date Paid Page 11 of 13 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING Invoice Date Invoice # Vendor Name Purchase Description Purchase Amount Date Paid Page 12 of 13 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING City of Lake Geneva Tourism Commission Important points before submitting your invoices to the Tourism Commission for reimbursement: • All reimbursable expenses must be listed on the attached Reimbursement Form and submitted to the City Administrator at one time • All reimbursable expenses must be submitted to the City no later than forty-five (45) consecutive days after the event; not business days • All expenses to be reimbursed must have an actual receipt included • All reimbursable receipts must be marked “paid” by the vendor • You must use the Tourism Commission Reimbursement Form provided. The form must correlate exactly with the individual receipts that are attached. • Reimbursement forms need to include the Grant Evaluation Form before grant funds will be released. Under no circumstances will the Tourism Commission reimburse invoices submitted which exceed the amount approved. Page 13 of 13 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING City of Lake Geneva Tourism Commission Grant Evaluation Form The City of Lake Geneva Tourism Commission provided funds for your organization’s promotional efforts. As required by our guidelines, in return for our investment, you must provide an evaluation of the results of this promotional effort within forty-five (45) days of its completion. This shall be remitted along with marketing materials and paid receipts before grant dollars will be authorized and distributed. Please note that evaluations will be reviewed when consideration of future grants are requested by your organization. Forward all of the required information to: cityadmin@cityoflakegeneva.gov or mail to City of Lake Geneva 626 Geneva Street Lake Geneva, WI 53147 1. Provide a final media synopsis that includes the following information a. Number of customer responses generated from type of media utilized b. What media did you use in your use in your campaign? c. What were your target markets? 2. In your grant application, you listed the estimated number of attendees. What were your actual results? 3. In your grant application, you listed the estimated number of overnight stays. Please estimate the number of City of Lake Geneva hotel room nights booked and explain how that estimate was obtained. a. Include feedback from any hotels you had offers, packages, or tracking codes with. 4. Provide an income and expense statement to include actual paid receipts. Any items that are grouped together in a category (I.e. contributions cash or in-kind trade) must be detailed on a separate sheet. 5. Please include any additional information you would consider pertinent in summarizing your promotion/event. Name: Date: Name of Organization: Email: Phone: Page 1 of 18 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING CITY OF LAKE GENEVA TOURISM COMMISSION TOURISM PROMOTION GRANT INFORMATIONAL GUIDE December 2024DRAFT FOR JULY 21, 2026 MEETING Page 2 of 18 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING I. INTRODUCTION: In 2017, the City of Lake Geneva Common Council passed Ordinance 17-03, creating and amending Chapter 70, Sec. 70-55, establishing a Tourism Commission to be responsible for the coordination of tourism promotion and tourism development within the City and for ensuring that all room tax dollars are spent on tourism promotion and development as defined in Wisconsin State Statute 66.0615. As part of theits duties, this Commission has established the Tourism Promotion Grant Program to fulfill its obligation to use funds received by the Tourism Commission for Tourism Promotion. As defined by Wisconsin State Statute, allowed uses are support marketing projects, including advertising media buys, creation of printed or electronic promotional tourist materials, or efforts to recruit conventions, sporting events, or motor coach groups. The funds used for Tourism Promotion must be significantly used by Transient Tourists (defined as guests who stay overnight for up to 30 nights) and are reasonably likely to generate paid overnight stays at more than one establishment, of separate ownership, that collects Room Tax in the City of Lake Geneva. The establishment must be within the limits of the City of Lake Geneva (note: establishments with a Lake Geneva address may not be within the City). The Grants are intended to be provided to applicants thatwho can clearly showdemonstrate that their event meets these guidelines, which are further referred to as Overnight Stays. is reasonably likely to generate paid overnight stays by transient tourists at more than one establishment on which a room tax is imposed, that are owned by different persons and located within the City of Lake Geneva. The Commission’s intent is to focus on those applicants that can demonstrate that the likeliness hood of generating Overnight Stays during times in which establishments within the City of Lake Geneva would not have otherwise had a high level of occupancy. While this will vary year by year, it generally includes Sunday through Thursday and most weekends during the non-peak season, which runs from Labor Day to Memorial Day. primarily seven days a week during non-peak periods and Sunday to Thursday nights during peak periods (Peak periods being Memorial Day through Labor Day, non-peak Labor Day through Memorial Day). The amount available for Grants will vary by year based on the expected Room Tax proceeds and the budget approved by the Commission. Individual grant amounts will vary based on the criteria and program information outlined in this packet. II. ELIGIBLE APPLICANTS: Eligible applicants for the Grant are businesses, non-profits, civic groups, downtown promotional entities, and tourism promotion entities whothat can convey to the Commissions’ a consensus that their event is reasonably likely to generate paid overnight stays by transient tourists within the City. Applicants must demonstrate that their event or promotion opportunity has fulfilledcomplied with the State Statute requirements for the grantTourism Commission expenditures. Tourism Commission members shall not be eligible to participate in the program. Page 3 of 18 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING If a Tourism Commission member is a part of an organization applying for a grant, that member must abstain from voting on the grant. Applicants must also state:complete the application form in full for consideration. III. TOURISM GRANT PROGRAM & CRITERIA: 1. The main event must take place within a 10-mile radius of the Lake Geneva City Hall. 2. Event grants are limited to three years. 3. Discounts and packages must be offered with at least ___ number of hotels within the City of Lake Geneva. These discounts/packages must be in place at least 60 days prior to the event. 4. Grant amounts must be used for direct marketing of the event and for overnight stays in the City of Lake Geneva and not for general marketing that does not promote overnight stays in Lake Geneva. 5. Written support from at least two establishments that collect room tax for the city of Lake Geneva, each from a separate owner, must be submitted with the application. 6. The commission prefers methods for tracking room nights generated by your event. It is highly recommended to work with area hotels to provide a way for them to track rooms booked through your event, even if they are not discounted or special-rate rooms. Most hotels can create special codes for rates, promos, or tracking. 7. While not an exclusive list, grants may not be used for: a. Staffing b. Promotional swag/giveaways c. Banners and signage used for the day of the event or the days immediately surrounding the event. Banners/signage must be used to promote events in advance that have the likelihood of generating overnight stays. d. Transportation e. Marketing that doesn’t promote hotels/overnight stays within the City of Lake Geneva. Administration of the Grant Fund will be reviewed by the Tourism Commission, with final approval given by a simple majority of those voting. The City Administrator shall be responsible for the day –to-day administration of the Grant Program after Commission approval. IV. SIGNATURE EVENT GRANT PROGRAM & CRITERIA: The Signature Event Grant Program is intended to provide grants to larger recurring events within the City of Lake Geneva with proven success of generating Overnight Stays. Signature Event Grants are approved annually as part of the Tourism Commission’s budgeting process. Signature Event Grants are for a single event and are not guaranteed for future events/years. The following criteria are in addition to the criteria for the standard Grant Program outlined above. 1. The event must have been ongoing for at least the last __ years and have received prior Tourism Commission Grants. Page 4 of 18 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING 2. The event and organization must have submitted timely event recaps for prior grants. 3. The event must take place within the City of Lake Geneva. 4. The Tourism Commission will not review applications that do not meet the criteria. 5. The Tourism Commission will annually designate the due date for Signature Event Program applications. Grants under this program will be for the following calendar year. 6. If a significant number of applications have been received, the Tourism Commission may vote to allow a subset of applicants to present after reviewing the applications. 7. The Tourism Commission will set a schedule for presentations for approved applications along with any guidelines for the presentations. 8. The Tourism Commission’s Tourism Entity is not eligible for a Signature Event Grant as defined in this packet. V. GRANT AMOUNTS: The total amount available for Grants will vary by year based on the expected Room Tax proceeds and the budget approved by the Commission. The cap amount of individual event grants is determined as follows, based on: • When the event takes place • Where a significant part of the event takes place o In City - At least 50% of the event takes place in the City of Lake Geneva. o Neighboring § The main event is held within a 10-mile radius of Lake Geneva City Hall. § A grant must be obtained from the community where the event is taking place if that community has a grant program. Event Season/Location Year 1 Year 2 Year 3 In City Peak $10,000 $6,500 $4,000 In City Non-Peak $20,000 $13,000 $8,000 Neighboring Peak $4,000 $2,600 $1,600 Neighboring Off Peak $10,000 $6,500 $4,000 Signature Event Grants may not exceed $30,000. VI. APPLICATION PROCEDURES: Applications are due and shall be submitted no later than 12:00 PM (Noon) two weeks prior to the Tourism Commission meeting and at least 60 days prior to the start of the event. See the City of Lake Geneva website calendar for Tourism Commission meeting dates. As meetings are subject to change, it is highly recommended that applications be submitted at least 3 months before the event. Those interested in applying for Grant Funds can download the application from the City of Lake Geneva website and submit the completed application form on the City of Lake Geneva website or mail it to the City of Lake Geneva Tourism Commission, 626 Geneva Street, Lake Geneva, WI 53147. Applications along with applicable materials are to be marked as “Promotional Tourism Page 5 of 18 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING Grant.” Following submittal of an application to the Commission, the Commission will examine the application, approve or deny the application, and determine the level of financial support to be granted. As part of the application, the commission requires the Tourism Commission logo and its lodging list website: www.lakegenevahotels.org (link or QR Code) to be placed on marketing event/initiative materials including printed materials, banners, event websites and all other social media outlets used. Once the Commission has completed its review of the application, the applicant may be informed of any deficiencies and be requested to amend the application, if necessary. Upon receipt of the completed application, it will be presented to the Commission for consideration. The Tourism Commission reserves the right to reject all applications or to accept any application which will best serve the interests of the City of Lake Geneva and the Tourism Commission. As part of the grant approval, the Commission may require room block rental contracts with City of Lake Geneva hotels (for applicable events) one week prior. VII. PRESENTATIONS APPROVAL PROCEDURES: Applications that meet all criteria and are accepted by the Tourism Commission will have the opportunity to give a presentation of up to 10 minutes to the Tourism Commission. Be prepared to explain and present on the following: 1. General overview of your event, including the history of the event being held if it isn’t new. 2. Background on your calculation of expected overnight hotel stays to be generated in the City of Lake Geneva. Note that the City of Lake Geneva has roughly 850 rooms/units, including hotels and other lodging, including short-term rentals. 3. How are you working with lodging establishments in the area for your event, including any packages, discounts, etc. 4. Any other funding or grants you have applied for or received. VIII. EVENT EXPENSE REIMBURSEMENT PROCEDURES: Businesses and organizations that have been approved for Grant Funds should indicate the final event/initiative date and will be given 45 days from that date to submit their receipts and examples of any marketing materials, using the attached form. Approved expenses after the event should be emailed to the City of Lake Geneva electronically at cityadmin@cityoflakegeneva.gov. The City of Lake Geneva will follow their internal policies in regard to reimbursement and documentation needed for reimbursement up to the approved amount. Any disputes arising from submission will be reviewed for State law compliance by the Page 6 of 18 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING Lake Geneva City Attorney and the Lake Geneva City Administrator. • Where is this event physically located? • What other governmental bodies have been approached for support and what amount has been received? • Has the City of Lake Geneva Common Council approved this event taking place? (All proposed events must be approved by the Council prior to applying for a tourism grant). Administration of the Grant Fund will be reviewed by the Tourism Commission with final approval given by a simple majority of those voting. The City Administrator shall be responsible for the day –to-day administration of the Grant Program after Commission approval. Page 7 of 18 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING III. APPLICATION PROCEDURES: Applications are due and shall be submitted no later than 12: 00 PM (Noon) one week prior to the Tourism Commission meeting. See City of Lake Geneva website calendar for Tourism Commission meeting dates. Businesses that are interested in applying for Grant Funds can download the application from the City of Lake Geneva website, and submit to the Lake Geneva City Administrator and designee via email at cityadmin@cityoflakegeneva.gov or mail to the Lake Geneva City Hall, 626 Geneva Street, Lake Geneva WI 53147. Applications along with applicable materials are to be marked as “Promotional Tourism Grant.” Following submittal of an application to the Commission, the Commission will examine the application, approve or deny the application and level of financial support to be granted. As part of the application, the commission requires the Tourism Commission logo and its lodging list website: www.lakegenevahotels.org (link or QR Code) to be placed on marketing event/initiative materials including printed materials, banners, event websites and all other social media outlets used. Once the Commission has completed its review of the application, the applicant may be informed of any deficiencies and be requested to amend the application, if necessary. Upon receipt of the completed application, it will be presented to the Commission for consideration.The Tourism Commission reserves the right to reject all applications or to accept any application which will best serve the interests of the City of Lake Geneva and the Tourism Commission. As part of the grant approval, the Commission may require room block rental contracts with City of Lake Geneva hotels (for applicable events) one week prior. IV. APPROVAL PROCEDURES: Ten-minute presentations with grant applicants and the Tourism Commission shall take place after a grant request has been submitted. Be prepared to explain how you calculated your estimate for overnight room stays. The Tourism Commission reserves the right to reject all applications or to accept any application which will best serve the interests of the City of Lake Geneva and the Tourism Commission. V. EVENT EXPENSE REIMBURSEMENT PROCEDURES: Businesses and organizations that have been approved for Grant Funds should indicate the final event/initiative date and will be given 45 days from that date to submit their receipts and examples of any marketing materials, using the attached form. Approved expenses after the event should be emailed to the City of Lake Geneva electronically at Page 8 of 18 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING cityadmin@cityoflakegeneva.gov. The City of Lake Geneva will follow their internal policies in regard to reimbursement and documentation needed for reimbursement up to the approveamount. Any disputes arising from submission will be reviewed for State law compliance by the Lake Geneva City Attorney and the Lake Geneva City Administrator. d Page 9 of 18 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING amount. Any disputes arising from submission will be reviewed for State law compliance by the Lake Geneva City Attorney and the Lake Geneva City Administrator. Tourism Promotion Grant Application Section 1-Submit for Approval City of Lake Geneva Tourism Commission Tourism Promotion Grant Applicati on Revised December 2024July 2026 Date Submitted: Organization: Contact Person: Phone Number: Street Address: City, State, Zip: Email Address: Name of Event: Date(s) of Event: Deadline for receipt submittal to the City (45 days after event ending): Location of Event: Type of Event: (Festival, Cultural, Convention, Tour, Sporting, Other) Estimated Number of Attendees: Have you Applied Before? Yes or No; Explain, including all prior grants and amounts received: Where is this event physically located? (street address and governmental jurisdiction): Page 10 of 18 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING Page 11 of 18 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING What other governmental bodies/tourism commissions have been approached for support, and what amount has been received? Is a permit required from the City of Lake Geneva for Your Event? Yes / No If a permit is required, hHas the City of Lake Geneva Common Council approved this the event taking place? (All proposed events that require permits must be approved prior tobefore applying for a tourism grant). Yes / No Estimated Number of Overnight Stays in the City of Lake Geneva: Note: Please explain above how you estimated the number of overnight stays. Annual Event (Yes/No): Note: In addition, if chosen, the applicant agrees to include the Tourism Commission logo and its lodging list website: www.lakegenevahotels.org (link or QR Code) on marketing event/initiative materials including printer materials, banners, event websites and all other social media and will be required to provide paid receipts, and an evaluation of the results of this promotional effort within 45 days of its completion, which is to include approximate number of room nights retained in City of Lake Geneva hotels. Grant Amount Requested: Provide as an attachment the following: 1) Event Overview/Description 2) Event Budget (Include how grant funds will be used) 3) Mock-up of all Marketing Material to include the Tourism Commission Logo and Tourism Commission’s Lodging List Website: www.lakegenevahotels.org (Link or QR Code) 4) Marketing plan for the event 5) How will this grant generate overnight stays within the City of Lake Geneva? 6) How did you or your organization calculate the estimated number of overnight stays to be generated by your event? 7) Hotel/Lodging Establishment Support Form (at least 2) 7)8) Any other helpful information *Please be aware that the applicant is required to notify the City Administrator or Tourism Commission Chair prior to making changes to the event as proposed in this grant application regarding event location, events planned, etc. Failure to provide notice and receive approval byfrom the City Administrator or the Tourism Commission Chair may invalidate the grant approval. Please send the completed application with required additional information, one week prior to the meeting, to cityadmin@cityoflakegeneva.gov Page 12 of 18 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING Tourism Promotion Grant Lodging Establishment Form City of Lake Geneva Tourism Commission Revised July 2026 PART 1: COMPLETED BY GRANT APPLICANT Name of Event: ______________________________________________________________________________ Date(s) of Event: _____________________________________________________________________________ Estimated Number of Overnight Stays in the City of Lake Geneva (must match application): _________________ PART 2: COMPLETED BY LODGING ESTABLISHMENT: Lodging Establishment Name: __________________________________________________________________ Your Name: _________________________________________________________________________________ Are you offering any packages, discounts, or rate tracking codes for this event: ____________________________ Do you believe this event will generate additional overnight stays in the City of Lake Geneva? Explain. ___________________________________________________________________________________________ ___________________________________________________________________________________________ ___________________________________________________________________________________________ ___________________________________________________________________________________________ ___________________________________________________________________________________________ ___________________________________________________________________________________________ ___________________________________________________________________________________________ ___________________________________________________________________________________________ ____________________________________________________ ________________________________ ____________________________________________________ Signature Date Page 13 of 18 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING Important points for your grant presentation at the Tourism Commission: • Please verify permitting requirements with the City of Lake Geneva *Tourism Grant Applications will not be considered until any required permits or approvals by the City Council are obtained. • Please be prepared to address the items outlined on page four of this packet when presenting to the Tourism Commission. • If you are going to bring printed materials to the meeting as part of your presentation; bring seven (7) copies, so all members of the Tourism Commission and the meeting recorder will have copies. • Presentations should not last more than ten (10) minutes. Additional time is reserved for members of the Tourism Commission to ask questions of the applicant. • If you intend to present any digital materials to the Commission, you must provide those to the City Administrator one week prior to the meeting. Page 14 of 18 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING Section 2-Submit For Reimbursement/Final Evaluation City of Lake Geneva Tourism Commission Reimbursement Form Name: Organization Name: Payment made Payable to: Remittance Address: Contact Phone #: Email: • Please use the table below to list invoices for reimbursement; remember to attach copies of paid invoices for verification. Reimbursement forms need to include the Grant Evaluation Form before grant funds will be released. Invoice Date Invoice # Vendor Name Purchase Description Purchase Amount Date Paid Page 15 of 18 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING Invoice Date Invoice # Vendor Name Purchase Description Purchase Amount Date Paid Page 16 of 18 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING City of Lake Geneva Tourism Commission Important points before submitting your invoices to the Tourism Commission for reimbursement: • All reimbursable expenses must be listed on the attached Reimbursement Form and submitted to the City Administrator at one time • All reimbursable expenses must be submitted to the City no later than forty-five (45) consecutive days after the event; not business days • All expenses to be reimbursed must have an actual receipt included • All reimbursable receipts must be marked “paid” by the vendor • You must use the Tourism Commission Reimbursement Form provided. The form must correlate exactly with the individual receipts that are attached. • Reimbursement forms need to include the Grant Evaluation Form before grant funds will be released. Under no circumstances will the Tourism Commission reimburse invoices submitted which exceed the amount approved. Page 17 of 18 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING City of Lake Geneva Tourism Commission Grant Evaluation Form The City of Lake Geneva Tourism Commission provided funds for your organization’s promotional efforts. As required by our guidelines, in return for our investment, you must provide an evaluation of the results of this promotional effort within forty-five (45) days of its completion. This shall be remitted along with marketing materials and paid receipts before grant dollars will be authorized and distributed. Please note that evaluations will be reviewed when consideration of future grants are requested by your organization. Forward all of the required information to: cityadmin@cityoflakegeneva.gov or mail to City of Lake Geneva 626 Geneva Street Lake Geneva, WI 53147 1. Provide a final media synopsis that includes the following information a. Number of customer responses generated from type of media utilized b. What media did you use in your use in your campaign? c. What were your target markets? 2. In your grant application, you listed the estimated number of attendees. What were your actual results? 3. In your grant application, you listed the estimated number of overnight stays. Please estimate the approximate number of City of Lake Geneva hotel room nights booked and explain how that estimate was attainedobtained. 3.a. Include feedback from any hotels you had offers, packages, or tracking codes with. 4. Provide an income and expense statement to include actual paid receipts. Any items that are grouped together in a category (I.e. contributions cash or in-kind trade) must be detailed on a separate sheet. 5. Please include any additional information you would consider pertinent in summarizing your promotion/event. Name: Date: Name of Organization: Page 18 of 18 DRAFT FOR JULY 21, 2026 TOURISM COMMISSION MEETING Email: Phone: