Agenda Packet 10.6.26

TOURISM DEVELOPMENT COMMISSION – 10/6/2026 Mtg Page 1 of 2 TOURISM DEVELOPMENT COMMISSION Tuesday, October 6, 2026 – 1:00 PM Conference Room 204 Microsoft Teams Virtual Link Meeting ID: 245 936 664 203 183 Passcode: A6mF7Xj2 Dial-in option: +1 872-242-8028 ID: 403812564# MISSION STATEMENT:“The Superior Tourism Commission will develop, market, and promote Superior as a destination for visitors to stay and enjoy our natural landscape, culture, arts, parks, and businesses.” COMMITTEE MEMBERS: Lindsey Graskey, Nick Ledin, Joseph Radke, Marquise Slay, Jenice Meyer, Natalie Chin 1 ROLL CALL 2 APPROVAL OF MINUTES 2.1 Tourism Development Commission (Meeting held September 1, 2026) 3 NEW BUSINESS 3.1 Discuss and Approve Sponsorship Application from Grandma’s Marathon-Duluth, Inc. in the amount of $1,200 3.2 Discuss and Approve Funding Proposal for the Lake Superior Ice Festival in the amount of $40,690 3.3 Quarterly Grant Update from Richard I. Bong Veterans Museum & Superior Tourism Information Center 3.4 Presentation on Research Findings by Swim Creative 3.5 Discuss and Approve an Estimate for Poster Advertising in Hinckley, MN in the amount of $4,749 3.6 Discuss and Approve Governor’s Conference on Tourism not to exceed $5,500 3.7 Discuss and Approve Sponsorship Funding for Tourism Coordinator not to exceed $6,000 4 OLD BUSINESS 4.1 Discuss and Approve Digital Asset Management tool in the total amount of $8,600 4.2 Discuss and Approve a 3-Year Allocation in the Budget for $75,000 per year ($225,000 in total) for a Marketing Contract/Communication Plan in Anticipation of the Blatnik Bridge Closure in 2027 5 RECURRING BUSINESS 5.1 Financials 5.2 Report from the Chair 5.3 Confirm Next Meeting Time (November 3, 2026 @ 1:00 PM) TOURISM DEVELOPMENT COMMISSION – 10/6/2026 Mtg Page 2 of 2 6 ADJOURNMENT Notice is hereby given that a majority of the members of the Common Council may be present at the meeting, and although this may constitute a quorum of the Common Council, the Council will not take any action at this meeting. ********************************************************************************************* Pursuant to the Americans with Disabilities Act of 1990, if you are in need of an accommodation to participate in the public meeting process, please call (715) 395-7200 by 4:30 p.m. on the day prior to the scheduled meeting date (OR dial 711 for Telecommunications Relay Service). The City will attempt to accommodate any request depending on the amount of notice received. ********************************************************************************************* In compliance with Wisconsin Open Meetings Law, this agenda was posted on 10/2 at the following locations: Superior Government Center, Douglas County Courthouse, and online at https://superiorwi.gov/agendacenter. It was also emailed to the Superior Public Library and the Superior Telegram. TOURISM DEVELOPMENT COMMISSION – 7/6/26 Mtg Page 1 of 2 TOURISM DEVELOPMENT COMMISSION Minutes Tuesday, September 1st, 2026 – 1:00 PM Conference Room 204 The meeting was called to order by Chair Lindsey Graskey at 1:03 PM on September 1, 2026 in Conference Room 204. 1 ROLL CALL PRESENT: Lindsey Graskey, Nick Ledin, Jenice Meyer, Marquise Slay, Joe Radke VIRTUAL: ABSENT: Natalie Chin CITY STAFF PRESENT: Mary Osborne (Tourism Coordinator), Justin Bernacki (Chief of Staff) OTHERS PRESENT: John Gidley (Bong Center), Terry Lundberg (Bong Center), Tristan Akason (Bong Center), Shelley Nelson (Superior Telegram), John Ramos (Duluth Monitor), Patrice Bradley (SWIM), Maria Barbirotto (SWIM), Bill Nelson (SWIM) 2 APPROVAL OF MINUTES 2.1 Tourism Development Commission (Meeting held August 4, 2026) MOTION by Vice-Chair Ledin to approve August 4, 2026 minutes. Second by Meyer. Minutes filed. 3 NEW BUSINESS 3.1 Discuss and Approve Gotta Be Superior sticker order in the amount of $707.50 MOTION by Meyer to approve purchase in the amount of $707.50. Second by Vice-Chair Ledin. Motion passes. 4 OLD BUSINESS 4.1 Discuss and Approve Funding Request Proposal for the Mission Marge Project in the Amount of $78,910 Presentation by Tristan Akason and John Gidley. Discussion held. MOTION by Meyer to provide sponsorship in the amount of $10,000. Second by Chair Graskey. Motion passes. 4.2 Discuss and Approve Digital Asset Management tool in the total amount of $8,600 MOTION by Chair Graskey to hold in committee. Second by Vice-Chair Ledin. Motion passes. 4.3 Discuss and Approve Updates to Superior’s Visitor Guide in the amount of $9,000 MOTION by Vice-Chair Ledin to approve updates to the Superior Visitor Guide in the amount of $9,000. Second by Meyer. Motion passes. 4.4 Discuss and Approve a 3-Year Allocation in the Budget for $75,000 per year ($225,000 in total) for a Marketing Contract/Communication Plan in Anticipation of the Blatnik Bridge Closure in 2027 Discussion held. MOTION by Slay to hold in committee. Second by Vice-Chair Ledin. Meyer abstains. Motion passes. TOURISM DEVELOPMENT COMMISSION – 7/6/26 Mtg Page 2 of 2 5 RECURRING BUSINESS 5.1 Financials Discussion held. No action taken. 5.2 Report from the Chair No action taken. 5.3 Confirm Next Meeting Time (October 6, 2026 @ 1:00 PM) Meeting confirmed. 6 ADJOURNMENT Meeting adjourned by Chair Graskey at 2:35pm. Respectfully submitted by Mary Osborne. 2025 Superior Nightmare 5K EXPENSES REVENUE TOTAL EVENT PROFIT Participant Swag (Shirt + Printing) 8,235.24$ $5697.30 not in project (Martin W) Registration 15,502.00$ 6,314.17$ Fitsok (Sock Factory) 412.18$ Merchandise (Fitsoks) 714.25$ City Permit + Services Fee 581.00$ Race Roster Sponsor Payout 3,469.10$ Timing + Bib Tags (Duluth Timing & Events) 1,590.40$ 648 registered City of Superior grant 1,200.00$ Grant confirmed April '25 Race Bibs (Marathon Printing) 283.50$ Raffle Tickets 260.00$ USATF Sanction Fee (Insurance) 625.50$ Total Revenue 21,145.35$ Portable Toilets (Mr. Biffy - 7) 353.43$ Truck Rental + Fuel (Penske) 309.47$ $40.19 truck fuel, $ 269.28 truck rental Marketing Expenses 574.92$ $5,544 In-Kind Marketing Marketing Expenses: Course Signs -$ Meta 499.92$ Photography (Tigg) 200.00$ Duluth Chamber 75.00$ Staff Lunch, Food, etc. -$ Wessman Arena/UWS permit 131.25$ Drink Tickets 873.60$ Bananas -$ Sponsored in kind Mileage -$ Misc. Expenses 660.69$ Stickers, treat bags, candy Age Division Awards -$ Total Expenses 14,831.18$ FAXON ST NORTHERN LIGHTS ELEMENTARY SCHOOL SUPERIOR SENIOR HIGH SCHOOL WESSMAN ARENA HERITAGE PARK NORTHWOOD TECHNICAL COLLEGE UNIVERSITY OF WISCONSIN-SUPERIOR N 28TH STN 28TH ST N 21ST ST N 21ST ST HAMMOND AVE CUMMING AVE HUGHITT AVE JOHN AVE N 24TH ST N 25TH ST N 22ND ST N 23RD ST N 24TH ST N 26TH ST OGDEN AVE TOWER AVE N 29TH ST N 22ND ST FAXON ST LINCOLN ST N 20TH ST N 19TH ST N 19TH ST N 20TH ST N 23RD ST N 23RD ST N 18TH ST N 17TH ST N 16TH ST HARRISON ST N 18TH ST N 17TH ST N 16TH ST N 21ST ST N 22ND ST JOHN AVE OGDEN AVE TOWER AVE CLOUGH AVE WEEKS AVE LAMBORN AVE BAXTER AVE FISHER AVE CATLIN AVE HAMMOND AVE WEEKS AVE SPARTAN CIR DR MILE 2 MILE 3 HAMMOND PARK CATLIN AVE MILE 1 FINISH START SUPERIOR, WI Funding Proposal for the Tourism Development Commission 2027 Lake Superior Ice Festival | January 29–30, 2027 For more than a decade, the Lake Superior Ice Festival has welcomed thousands of visitors from across the region to celebrate winter in Superior, Wisconsin. This free, family-friendly event brings our community together while showcasing the unique winter experiences, local businesses, and natural beauty that make Superior a destination worth visiting. The 2027 Lake Superior Ice Festival will take place January 29–30 at Barker’s Island, featuring returning favorites such as pond hockey, ice racing, sledding, ice fishing, ice sculptures, and a variety of family-friendly activities. As we plan for 2027, our focus is on strengthening the festival’s regional appeal, expanding opportunities for local businesses, and creating experiences that encourage visitors to explore Superior beyond the festival grounds. We are requesting up to $40,690 from the Tourism Development Commission to support eight funding opportunities. These initiatives would attract visitors, support local businesses, enhance the festival experience, and provide lasting investments in future events. Our highest funding priority is the Business Ice Sculpture Program. If the Commission is unable to fund the full request, we ask that it give first consideration to this $11,940 initiative, which directly connects the festival with local businesses and creates additional reasons for visitors to explore Superior. 1. Business Ice Sculptures We would like to bring back the Business Ice Sculpture Program for the 2027 Lake Superior Ice Festival. This program gives local businesses the opportunity to display professionally carved ice sculptures at their locations, creating a collection of winter attractions throughout Superior. In recent years, warmer winter temperatures have made businesses hesitant to invest in sculptures that may melt sooner than anticipated. As a result, we did not offer the business sculpture program in 2026, and the feedback we received from attendees overwhelmingly indicated that it was missed. To address this challenge and encourage participation, we propose significantly reducing the cost to participating businesses through a subsidy funded by the Tourism Development Commission. Requested Amount: $11,940 Sculpture Order Quantity Cost per Sculpture Business Contribution Funding Requested Ordered by November 15 20 $630 $3,000 $9,600 Ordered after November 15 4 $735 $600 $2,340 Total 24 $15,540 $3,600 $11,940 Details: Our goal is to feature 24 business ice sculptures throughout Superior. Participating businesses would contribute $150 per sculpture, with TDC funding covering the remaining cost. This approach allows businesses to participate at an affordable rate while maintaining a financial commitment to the program. The City would coordinate the program, and participating businesses would work with the professional ice sculptor to develop their designs. The sculptures would be displayed at participating businesses throughout Superior, creating a community-wide attraction that visitors could enjoy in addition to the activities at Barker’s Island. Tourism Impact Unlike attractions located exclusively at the festival grounds, the Business Ice Sculpture Program brings the festival directly into our commercial areas. Visitors would have an additional reason to explore Superior, discover local shops and restaurants, and spend time in different parts of the community. The sculptures would also provide photo opportunities and promotional content that participating businesses could share through their own marketing and social media channels, extending the festival’s visibility. Although the longevity of the sculptures will depend on weather conditions, reducing the financial commitment makes the program more accessible to local businesses and allows us to bring back a favorite winter attraction. This program is our highest funding priority because it creates a direct connection between the festival, our local business community, and the visitors we are working to attract to Superior. 2. New Snow Tubes The festival’s snow slide is a popular attraction for children and families. To maintain this experience, we are looking to replace our current snow tubes with higher-quality equipment designed for commercial tubing operations. During the 2026 festival, several of our newly purchased tubes deflated or popped throughout the event, creating the need for more durable equipment. Requested Amount: $2,500 Details: Funding would provide 10 new commercial-grade snow tubes at an estimated cost of $250 each. These tubes are designed for the type of repeated use experienced at established tube hills and are expected to provide several years of service. Purchasing more durable equipment would help us maintain this popular attraction, reduce the need for frequent replacements, and provide a reliable sledding experience for families attending future festivals. Maintaining a high-quality, reliable snow slide helps strengthen the festival’s appeal to families traveling to Superior and gives regional visitors another reason to make the Ice Festival a winter day-trip or weekend destination. 3. Feather Flags With activities spread throughout Barker’s Island, clear signage and wayfinding are important to helping visitors navigate the festival and discover everything it has to offer. We would like to introduce colorful feather flags that identify activity areas while creating a consistent and recognizable festival atmosphere. Requested Amount: $3,250 Details: Funding would provide 25 feather flags at $130 each, featuring festival branding and activity identification. The flags would be strategically placed throughout the island to guide visitors to attractions, highlight activity locations, and improve the overall appearance of the festival grounds. They would be reusable for future festivals, providing a long-term investment in event signage and branding while reducing the need to purchase replacement signage each year. Improved wayfinding also creates a more welcoming and navigable experience for visitors who may be unfamiliar with Barkers Island, helping them easily find and participate in activities throughout the festival grounds. 4. Glow Party – Grand Finale We are looking to introduce an exciting new grand finale for the 2027 Lake Superior Ice Festival: a Glow Party! In previous years, the festival has concluded with fireworks or a laser light show. For 2027, we would like to create a more interactive celebration that brings attendees together for a fun and memorable conclusion to the weekend. Requested Amount: $6,000 Details: Funding would support musical entertainment, lighting, glow items, refreshments and other production costs. The Glow Party would feature a large bonfire built with holiday trees donated by Superior residents. Unlike a traditional fireworks or laser show, this interactive celebration would invite visitors to take part in the festivities rather than simply watch. As the festival’s grand finale, the Glow Party would encourage attendees to extend their time in Superior, creating additional opportunities for dining, shopping, and overnight stays. 5. Blizzy’s Snowflake Chase – Cash Prize We are excited to introduce a new community-wide adventure featuring our festival mascot, Blizzy! Blizzy’s Snowflake Chase would invite residents and visitors to search for a specially designed festival snowflake hidden somewhere in Superior. A series of clues would lead participants closer to its location, with the first person to find it winning a $1,000 cash prize. Requested Amount: $1,000 (if eligible) Details: The chase would begin approximately two weeks before the festival, generating excitement and engagement leading up to the event. A custom acrylic snowflake featuring the Lake Superior Ice Festival’s new logo would be hidden at a secret location within the city. Clues would be released daily throughout the search, encouraging participants to follow along and explore the community. The winner would be recognized during the festival’s grand finale on Saturday, January 30. Blizzy’s Snowflake Chase would create an opportunity to promote the festival before the event weekend while introducing a new activity that connects participants with locations throughout Superior. Through clues, social media engagement, and community participation, the search could become an annual festival tradition that builds anticipation and encourages repeat visits. 6. Ice Carousel The ice carousel is one of the festival’s unique winter attractions, offering visitors an opportunity to experience Lake Superior in a way that is not commonly available at other winter events. We would like to continue offering this attraction as part of the 2027 festival, provided ice and weather conditions allow for its safe construction and operation. Requested Amount: $2,500 Details: Funding would support the construction of the ice carousel, including the equipment and resources needed to create the attraction. Barkers Island Marina hires staff to build and maintain the ice carousel. The funding would help offset the costs to the Marina for their work. The carousel offers an interactive experience for festival attendees while providing a distinctive visual attraction for photography, media coverage, and festival promotion. Its connection to Lake Superior and our northern winter environment makes it an attraction that helps distinguish the Ice Festival from other regional events. As an experience unique to a northern winter setting, the ice carousel helps give regional visitors an attraction they cannot easily experience elsewhere and strengthens the Ice Festival’s identity as a destination event. 7. Island Décor & Light Tunnel We would like to enhance the overall festival atmosphere at Barkers Island by expanding our winter decorations and introducing a new illuminated light tunnel. In addition to offering a wide variety of activities, we want Barker’s Island itself to feel like a winter destination, with lighting and decorative elements that create a welcoming and memorable experience for visitors. Requested Amount: $3,500 Details: Funding would support the purchase of decorative lighting, winter-themed displays, and a new illuminated light tunnel. The tunnel would provide an interactive attraction that visitors could walk through, creating a unique photo opportunity and adding to the festival’s evening atmosphere. Additional lighting and decorations would be placed throughout the island to enhance gathering areas, highlight attractions, and create a more cohesive festival environment. Whenever possible, materials would be selected for reuse at future festivals and other community events, allowing this investment to provide benefits beyond the 2027 event. Creating a more visually distinctive festival environment also strengthens the Ice Festival as a regional attraction, providing memorable experiences and shareable photo opportunities that can help promote Superior to audiences beyond the immediate community. 8. Marketing Attracting visitors from outside the immediate community requires consistent promotion that reaches audiences throughout the region and gives them a reason to plan a trip to Superior. We are requesting funding to support the final year of our three-year marketing agreement with Midwest Communications and WDIO, along with additional print materials and paid social media advertising. Requested Amount: $10,000 Details: Funding would support our existing radio and television advertising partnerships ($6,000 and $1,000 respectively), as well as printed promotional materials and targeted social media advertising. These marketing efforts would allow us to promote the festival’s activities, highlight new attractions, and reach potential visitors through a combination of traditional and digital media. Our goal is to reach potential visitors before they make their weekend plans and encourage them to choose Superior as their winter destination. Why This Matters The Lake Superior Ice Festival provides an opportunity to attract visitors to Superior during the winter season while showcasing our community, supporting local businesses, and creating experiences that encourage people to return. The proposed funding would support three important tourism objectives: ❖ Extend the festival’s economic impact throughout Superior. The Business Ice Sculpture Program and Blizzy’s Snowflake Chase would encourage participants to explore locations beyond Barker’s Island, creating opportunities for additional visits to local businesses and greater community involvement. ❖ Strengthen Superior’s appeal as a winter destination. New attractions, a signature evening finale, and enhanced festival grounds would help create a more complete visitor experience, giving families and out-of-town guests additional reasons to attend and spend time in Superior. ❖ Build on investments that benefit future events. Commercial-grade snow tubes, feather flags, and reusable decorations would improve the festival while reducing the need to repurchase these items in future years. Combined with consistent regional marketing, these investments would support the festival’s continued development as an annual tourism attraction. The Lake Superior Ice Festival is made possible through the collaboration of the City of Superior, community organizations, local businesses, sponsors, and volunteers. Funding from the Tourism Development Commission would build on these existing partnerships and help us continue offering a free event that welcomes visitors of all ages. Total Funding Requested Sponsorship/Grant Opportunity Requested Amount Business Ice Sculptures – Highest Priority $11,940 New Snow Tubes $2,500 Feather Flags $3,250 Glow Party – Grand Finale $6,000 Blizzy’s Snowflake Chase – Cash Prize $1,000 Ice Carousel $2,500 Island Décor & Light Tunnel $3,500 Marketing $10,000 Grand Total $40,690 We recognize that the Commission may not be able to fund every proposed opportunity and would welcome consideration of individual projects or partial funding. If funding is limited, we respectfully request that the Commission prioritize the $11,940 Business Ice Sculpture Program. This initiative would allow us to restore a community-wide attraction, make participation more affordable for local businesses, and encourage visitors to experience more of Superior during their visit. Thank you for considering this request and for your continued support of the Lake Superior Ice Festival. Your investment helps us showcase Superior as a winter destination while creating experiences that bring visitors, businesses, and our community together. We appreciate the Tourism Development Commission’s partnership and look forward to another successful festival in 2027. Estimate October 1, 2026 To: Gotta Be Superior From: Swim Creative Mary Osborne Maria Barbirotto 1316 N 14th Street 310 East Superior Street, #130 Superior, WI 54880 Duluth, MN 55802 Hinckley Poster Advertising at Tobie’s Description: This proposal places the Superior Tourism Commission inside one of the most recognizable travel stops in Minnesota: Tobie’s in Hinckley. Positioned along I-35 roughly halfway between the Twin Cities and Duluth, Tobie’s has long been a go-to break for travelers heading north, drawing a steady stream of families, weekend getaway seekers, and road-trippers who stop to stretch their legs, grab a bite, and plan the rest of their drive. That makes the Tobie’s lobby a uniquely valuable environment for Superior. Visitors here are paused, relaxed, and actively thinking about where they are going next, which is exactly the moment to introduce Superior as a destination and influence the route they take to get there. Placement — Hinckley Poster (40" x 50") A large-format, full-color poster displayed in the Tobie’s lobby, where it will be seen by a high volume of northbound travelers throughout the contract period. The size and indoor placement give the message strong visibility and dwell time, allowing travelers to take in the creative, absorb the message, and carry it with them back onto the road. The contract runs for six months, from March 2027 through August 2027, covering the spring travel ramp-up and the full peak of the summer tourism season, and aligning with the start of the Blatnik Bridge closure so that Superior's message is in place from the very moment travel patterns begin to change. Why We Are Presenting This Now Lobby poster placements at Tobie’s are limited and assigned through a waiting list on a first-come, first-served basis. Securing a spot requires an early commitment, so we are bringing this opportunity to the Commission now to make sure Superior holds its place in line and does not lose this inventory to another advertiser ahead of the season. Supporting the Blatnik Bridge Closure Strategy This placement is designed to work hand in hand with the billboard Swim Creative is currently planning for May 2027 through October 2027, as part of a coordinated effort to keep visitor traffic flowing into Superior during the Blatnik Bridge closure. With the bridge out of service, many travelers may assume Superior is harder to reach, or may default to staying on the Duluth side altogether. Together, the Tobie’s poster and the billboard create a sequence of touchpoints along the same travel corridor: the poster reaches travelers while they are stopped and planning, and the billboard reinforces the message on the road, guiding them toward an easy route into Superior that avoids the bridge entirely. The overlap between the two placements from May 2027 through August 2027 builds repeated exposure during the busiest months of the year, while the poster's earlier start in March 2027 gives Superior a head start in shaping travel plans before the summer season begins. a: 310 E Superior St, #130 p: 218.722.1404 Duluth, MN 55803 w: SwimCreative.com An Initial Step Into the Minnesota Market Beyond the bridge closure, this placement marks an important first step in establishing Superior's presence in the Minnesota market. Our research points to Minnesota travelers, particularly those coming up from the Twin Cities metro, as a significant and growing opportunity for Superior tourism. The bridge closure makes reaching this audience not only an opportunity but a necessity, since these are the same visitors whose travel patterns will be most affected. Investing in placements along their path allows Superior to address the immediate challenge of the closure while building awareness and familiarity with an audience that can keep returning long after the bridge reopens. Creative Included: Swim Creative will write the copy and handle the design. The creative will be built to communicate quickly and clearly to travelers on the move, positioning Superior as an easy, rewarding stop on the way north and making it clear that getting there is simple, bridge or no bridge. The poster and billboard will share a consistent look and message so that travelers recognize Superior at every point along their journey. Agency Services Cost Breakdown Media Description Cost Hinckley Poster Placement (40" x 50") Large-format, full-color poster in the Tobie’s lobby in Hinckley; six-month contract running March 2027 through August 2027. $2,824 Services Description Cost Copywriting & Design Headline and supporting copy plus full-color poster design, layout, and production-ready file delivery to spec, built to align visually with the May–October 2027 billboard $1,050 Creative Direction Overall creative strategy and oversight, making sure the poster and billboard work as a coordinated campaign around the bridge closure and Superior's entry into the Minnesota market $525 Project Management Coordination across creative, client approvals, vendor handoff with Tobie’s, and timeline management $350 Total $4,749 a: 310 E Superior St, #130 p: 218.722.1404 Duluth, MN 55803 w: SwimCreative.com Payment Terms ● 100% billed upon signing the agreement, coming out of the 2027 contingency fund Terms and Conditions ● This estimate is valid for 15 days from the date of issue. Approval ● I approve this estimate and agree to the terms outlined above. Signature Date Printed Name FULL TERMS An invoice for a 100% installment will be issued at the time of signing of this document. The project will begin following receipt of the installment. This installment is non-refundable beginning ten (10) business days after the installment payment receipt date. The cost of services will be billed at the beginning of the month. Payment is due within 21 business days and is subject to a 1.5% interest charge starting at 30 days past due. This estimate/proposal is for agency services that are listed in this estimate/proposal only. If you are interested in services beyond what is included in this estimate/proposal, an estimate for additional services will be provided and work will begin following client approval of the additional services estimate. Client agrees to a variance of +10% applied to the total amount of this estimate that will act as a contingency fund for unforeseen expenses. Any outside costs that are processed by Swim Creative are subject to a 15% markup. Media is subject to a 15% commission. If production is necessary, the production total can vary by 10% depending on final production details. This proposal and its recommendations are the property of Swim Creative, are valid for 15 days, and do not include any sales tax where applicable. For all steps that require client approval, this estimate includes two (2) rounds of revisions. Additional rounds of revisions will incur additional costs to the client. Swim Creative is not responsible for trademark or copyright research and is not liable for infringement on any existing copyrights or trademarks. Final, approved, and paid-for names/taglines/logos/artwork are the sole property of the client. Swim Creative recommends copyright and/or trademark research by an outside legal firm. Swim Creative retains rights to use names/taglines/logos/artwork for promotional uses. Please note that the estimate provided is based on the initial scope of the project as discussed and agreed upon. Any changes or additions to this scope may result in additional charges. This includes but is not limited to, requests for extra features, modifications to the original design, unforeseen complexities, and any work that requires extended hours or specialized resources. We will communicate any potential additional costs as soon as they are identified, ensuring transparency and allowing for your approval before proceeding. Our goal is to deliver high-quality work while maintaining clear and open communication throughout the project. __________ (initials) a: 310 E Superior St, #130 p: 218.722.1404 Duluth, MN 55803 w: SwimCreative.com Gotta Be Superior 305 E 2nd St Superior, WI 54880 August 28, 2026 Re: SnapSea Quotation To Whom It May Concern: This document outlines the scope of services and payment terms provided by Avoy Technologies Limited /dba SnapSea as a Digital Asset Management provider for the Gotta Be Superior team (the “Client”). SCOPE OF SERVICES The Services included in this Agreement are as follows: SnapSea Visual Marketing Platform (DAM-Only)* Accounts for: ● Gotta Be Superior Additional Details: ● Unlimited User Accounts and Admin Accounts ● Migration included at no cost DAM-Only (1TB): $5,800 + SnapLink $1,200 $0 Annual License Cost: $5,800 *The SnapSea Visual Marketing platform is a feature-rich DAM solution that allows organizations to upload, manage, share and organize all of their visual content. The platform includes capabilities for sourcing User-Generated Content (“UGC”), sharing external Media Centers with local partners, media and agencies, as well as embedding responsive web galleries and interactive maps directly on the web. SnapSea works with more than 200 destinations globally including Travel Texas, Travel Nevada, Stevens Point CVB, Visit Oshkosh and Fox Cities CVB. PAYMENT TERMS Initial payment terms: the Client will pay $5,800 (the “License Cost”) and a one-time setup fee of $0 (the “Setup Fee”) within 30 days of receipt of the invoice. AVOY TECHNOLOGIES LIMITED /TA SNAPSEA - 6 SNOW HILL, LONDON, UK EC1A 2AY For further information please contact Cody Dillabough, Chief Executive Officer at cody@snapsea.io. Regards, Cody Dillabough Chief Executive Officer Avoy Technologies Limited /dba SnapSea AVOY TECHNOLOGIES LIMITED /TA SNAPSEA - 6 SNOW HILL, LONDON, UK EC1A 2AY Estimate August 27, 2026 To: Gotta Be Superior From: Swim Creative Mary Osborne Maria Barbirotto 1316 N 14th Street 310 East Superior Street, #130 Superior, WI 54880 Duluth, MN 55802 Digital Asset Management (DAM) Setup A centralized, tourism-led DAM with controlled access that enables cross-departmental use while maintaining brand integrity, organization, and ease of use. Description: This estimate includes the agency services required to implement, organize, and launch a Digital Asset Management (DAM) platform for Superior Tourism's growing library of photo and video assets. A DAM is a centralized, cloud-based system that stores, organizes, tags, and retrieves digital media, functioning as a structured, searchable library for managing, accessing, and sharing brand-approved visual content. As Superior Tourism's photo and video library continues to grow, a dedicated DAM helps ensure assets are securely stored, consistently organized, and easy to search and access by approved staff, partners, and vendors. The software subscription will be purchased directly by the City of Superior and is not included in this estimate. The scope below is built around a SnapSea Standard (1TB Storage) DAM-only subscription, which includes access to the DAM platform, Media Centre, and Galleries — tools that support centralized storage, keyword and metadata tagging, controlled user access, and efficient retrieval of approved assets. Our team will complete a one-time Year 1 setup and organization process that includes auditing approximately four years of existing photo and video archives, identifying and curating the strongest and most useful assets, uploading selected content into the platform, applying consistent file naming conventions and metadata tagging, and building a clear folder and library structure. We will also review and organize available usage rights information associated with existing assets, establish governance standards and workflows for how content is added and maintained over time, and provide up to two (2) hours of training for key staff so the system can be used confidently and consistently from launch. The result will be a structured, searchable, and ready-to-use media library that supports current marketing and tourism efforts while also improving long-term continuity, access, and usability across teams. The SnapSea account will be owned by the City of Superior for tourism use, and all assets uploaded to the platform will remain under your organization's control and accessible to authorized users at all times. Setup work will begin once the SnapSea subscription is active and administrative access has been provided to our team. User Generated Content (UGC) functionality is not included in the SnapSea Standard tier reflected in this scope, but additional features can be added in the future if the program needs to expand. a: 310 E Superior St, #130 p: 218.722.1404 Duluth, MN 55803 w: SwimCreative.com Agency Services Cost Breakdown Services Description Cost Setup and Organization One-time Year 1 audit, curation, organization, and upload of Superior Tourism’s photo and video assets into the SnapSea DAM, including review of approximately four years of archives, selection and organization of the strongest assets, file naming and metadata standardization, available rights/usage organization, folder structure development, workflow setup, and up to two (2) hours of staff training to create a searchable, ready-to-use media library. Additional training available if needed - billed at an hourly rate. This initial effort reflects the one-time process of auditing and retroactively organizing existing assets for DAM implementation. Ongoing asset management—including uploading, tagging, and organizing new photography and video—will be incorporated into future photography and content production budgets on an annual basis. Scope is based on currently available archives and may be adjusted if asset volume significantly exceeds expectations. $2,800 Total This is a one-time payment. $2,800 Payment Terms ● 100% billed upon signing the agreement Terms and Conditions ● This estimate is valid for 15 days from the date of issue. Approval ● I approve this estimate and agree to the terms outlined above. Signature Date Printed Name a: 310 E Superior St, #130 p: 218.722.1404 Duluth, MN 55803 w: SwimCreative.com FULL TERMS An invoice for a 100% installment will be issued at the time of signing of this document. The project will begin following receipt of the installment. This installment is non-refundable beginning ten (10) business days after the installment payment receipt date. The cost of services will be billed at the beginning of the month. Payment is due within 21 business days and is subject to a 1.5% interest charge starting at 30 days past due. This estimate/proposal is for agency services that are listed in this estimate/proposal only. If you are interested in services beyond what is included in this estimate/proposal, an estimate for additional services will be provided and work will begin following client approval of the additional services estimate. Client agrees to a variance of +10% applied to the total amount of this estimate that will act as a contingency fund for unforeseen expenses. Any outside costs that are processed by Swim Creative are subject to a 15% markup. Media is subject to a 15% commission. If production is necessary, the production total can vary by 10% depending on final production details. 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Our goal is to deliver high-quality work while maintaining clear and open communication throughout the project. __________ (initials) a: 310 E Superior St, #130 p: 218.722.1404 Duluth, MN 55803 w: SwimCreative.com Superior Together: Building Pride, Supporting Business & Navigating the Blatnik Bridge Closure Funding Request: $225,000 Year One: Fall 2026–Spring 2027 | Year Two: March–December 2027 | Year Three: January–December 2028 Purpose & Funding Request The Tourism and Development Commission is asked to designate $225,000 to develop and launch a comprehensive community branding, marketing, communications, and engagement campaign for the City of Superior in preparation for the five-year Blatnik Bridge reconstruction. The complete closure and rebuild of the Blatnik Bridge will create an unprecedented disruption to travel patterns, consumer behavior, tourism, and the local business community. It will also create an important opportunity: to intentionally shape how residents, visitors, businesses, and the broader region experience and think about Superior during a period of significant change. This initiative will create a unified, focused, resilient, and community-driven brand and adaptable marketing and communications strategy that can support the community before, during, and beyond the bridge closure. The campaign will provide consistent messaging across multiple channels, promote Superior businesses and destinations, encourage local spending, support re-routing and wayfinding efforts, and keep residents and stakeholders informed throughout the reconstruction. Most importantly, it will build community pride and help establish new consumer habits that can strengthen Superior's economy for years to come. Why This Investment Matters The Blatnik Bridge closure is more than a transportation challenge. It is an economic and community challenge that will affect how people move, work, shop, dine, recreate, visit, and do business throughout the Twin Ports and Northwest Wisconsin. During a five-year closure, consumer habits could change quickly. Residents may establish new shopping and dining patterns. Visitors may choose different destinations. Businesses may face reduced visibility and customer traffic. Without a coordinated effort to communicate Superior's value and make it easy for people to find, access, and support local businesses, these changes could have lasting consequences. At the same time, the bridge closure presents an opportunity to change consumer behavior intentionally. A strong community brand and coordinated marketing campaign can reinforce a simple message: Superior remains open, accessible, welcoming, vibrant, and worth experiencing. The campaign will give local businesses, community organizations, tourism partners, and the City a common platform and consistent message rather than relying on disconnected or short-term communications. This is an investment not simply in a logo or marketing materials, but in economic resilience, community pride, local business support, and the long-term identity of Superior. Year One: Build the Foundation Fall 2026–Spring 2027 The first year will focus on developing the brand, communications strategy, and implementation plan before the Blatnik Bridge closes in March 2027. Goal One: Select a Qualified Consultant If funding is approved, the Tourism Coordinator will: 1. Select 2–3 Tourism and Development Commissioners to participate in the process. 2. Develop a formal Request for Proposals (RFP) through the City of Superior procurement process. 3. Review qualified applicants. 4. Select a consultant through the City's established review and selection process. Goal Two: Develop a Community-Driven Brand and Marketing Strategy Once selected, the consultant will work with the Tourism Coordinator, participating Commissioners, and key stakeholders to: 1. Establish a comprehensive brand discovery process. 2. Lead an inclusive process that engages residents, business owners, community leaders, tourism partners, and other key stakeholders. 3. Identify Superior's strengths, opportunities, stories, assets, and points of distinction. 4. Develop 2–3 potential branding directions for consideration. 5. Work collaboratively with the Tourism Coordinator, Commissioners, and stakeholders to select and refine the final brand. 6. Develop a cost-effective, adaptable marketing and communications plan that can be implemented during the five-year bridge closure. The marketing and communications plan should provide recommendations for the appropriate mix of: ● Social media platforms and content strategies ● Integration with existing tourism marketing efforts ● Website development, maintenance, and digital content ● Direct mail and targeted communications ● Promotional materials that local businesses can use ● Digital advertising ● Signage, wayfinding, and visitor communications ● Community engagement and information-sharing ● Other communications tools necessary to respond to changing conditions during the bridge closure The goal is to have the brand and marketing and communications campaign completed before the Blatnik Bridge closes in March 2027, allowing the community to enter the closure period with a clear identity, consistent messaging, and an actionable strategy. Following completion, the Tourism and Development Commission will consider appropriation of the designated funds necessary to launch the campaign. Years Two and Three: Activate, Adapt & Sustain Year Two: March–December 2027 | Year Three: January–December 2028 The brand and marketing strategy will serve as a foundation, but the campaign must remain adaptable throughout the bridge closure. Consumer behavior, traffic patterns, business needs, tourism trends, and community concerns will evolve over time. Implementation funding will therefore support targeted marketing, communications, public relations, promotional efforts, digital campaigns, signage and wayfinding, and other strategies identified through the Year One planning process. The campaign should be evaluated regularly and adjusted based on measurable outcomes and changing community needs. This approach ensures the investment is not a one-time marketing effort, but a multi-year economic resilience strategy capable of responding to the realities of the bridge closure. Primary Audiences & Geographic Reach The campaign should prioritize those who live, work, shop, dine, recreate, visit, and invest in Superior while also reaching regional audiences who can contribute to the local economy. Primary Audience: Neighbors, friends, and family in the City of Superior and surrounding area. Secondary Community: Douglas County and the Twin Ports Regional Audience: Northwest Wisconsin's 10-county region, along with visitors and other audiences identified through the brand discovery and marketing process. Intended Outcomes A successful initiative will produce measurable benefits for Superior and its business community, including: 1. A Unified Community Identity Create a focused, resilient, and community-driven brand that reflects Superior's strengths, character, people, businesses, and future. 2. Consistent Communication Establish a comprehensive marketing and communications plan that gives the City, tourism partners, businesses, and community organizations a common framework for communicating before and throughout the bridge closure. 3. Increased Community Pride Build greater awareness and pride among residents by telling the story of Superior and highlighting the people, businesses, destinations, and experiences that make the community unique. 4. Increased Local Spending Encourage residents and regional consumers to shop, dine, recreate, and spend more of their dollars in Superior, particularly as travel patterns and consumer habits change. 5. Preservation of Local Businesses & Jobs Support local businesses by maintaining visibility, encouraging customer traffic, and helping businesses remain connected to residents and visitors throughout the five-year closure. 6. Long-Term Consumer Behavior Change Use the bridge closure as an opportunity to establish stronger local purchasing habits that can continue long after the bridge reopens. A Strategic Investment in Superior's Future The $225,000 designation provides the resources necessary to begin this work before the community is facing the full impact of the bridge closure. Waiting until the closure is underway would mean responding to disruption rather than preparing for it. This initiative allows Superior to be proactive. It creates an opportunity to bring the community together around a shared identity, provide businesses with stronger marketing support, communicate consistently with residents and visitors, and deliberately influence where people choose to spend their time and money. The Blatnik Bridge closure will change how people move through our region. It does not have to change how people value Superior. With a unified brand, a coordinated communications strategy, and sustained marketing investment, Superior can use this period of disruption to strengthen community pride, support local businesses, preserve jobs, increase local spending, and build consumer relationships that extend well beyond the five-year reconstruction. Requested Action: Designate $225,000 to initiate the Superior Community Branding & Marketing Campaign and establish the foundation for a coordinated, multi-year marketing and communications effort in advance of the Blatnik Bridge closure. Adopted xx/xx/2026 2022 2023 2024 2025 2026 2026 Actual as 2026 2027 2028 2029 2030 2031 Actual Actual Actual Actual Budget of 9/24/2026 Projection Proposed Projected Projected Projected Projected 823-0000-412.10-00 SALES AND USE / PUBLIC ACCOM. TAXES (798,103) (896,581) (964,276) (1,016,092) (970,000) (523,462) (1,010,000) (979,700) (989,497) (999,392) (1,009,386) (1,019,480) 823-0000-418.10-00 INTEREST & PEN. ON TAXES / INTEREST & PEN/TAXES/SP A - - - (51,787) - - - - - - - - 823-0000-437.64-00 REVENUE FROM LOCAL GOV'TS / REV FROM LOC GOVT/PD GRAN - - - - - - - - - - - - 823-0000-485.10-00 DONATIONS/CONT-PRIVATE / DONATIONS/CONT-PRIVATE - - - - - - - - - - - - 823-0000-487.10-00 OTHER MISC REVENUE / OTHER MISC REVENUE (106,177) - - (14,967) - - - - - - - - 823-0000-487.11-00 OTHER MISC REVENUE / OTHER MISC REVENUE-MERCHANDISE SALES - (1,104) (33) (33) (1,000) - (1,000) (1,000) (1,000) (1,000) (1,000) (1,000) 823-0000-492.10-00 TRANSFERS FROM OTHER FNDS / TRANSFERS FROM GENL FUND - - - - - - - - - - - - Total Revenue (904,280)$ (897,685)$ (964,309)$ (1,082,878)$ (971,000)$ (523,462)$ (1,011,000)$ (980,700)$ (990,497)$ (1,000,392)$ (1,010,386)$ (1,020,480)$ Attachment A City of Superior Account Number/Name 2027 Tourism Development Commission Revenue Budget - Fund 823 Adopted xx/xx/2026 2022 2023 2024 2025 2026 2026 Actual as 2026 2027 2028 2029 2030 2031 Actual Actual Actual Actual Budget of 9/24/2026 Projection Proposed Projected Projected Projected Projected 823-5970-597.11-10/SALARIES / SALARIES-PERMANENT-REGULR - - - - 59,617 30,096 59,617 62,598 65,728 69,014 72,465 76,088 823-5970-597.29-90 OTHER CONTRACTUAL SVCS / OTHER CONTRAC SVCS-MISC 250,000 328,066 16,529 72,427 300 6,812 300 300 300 300 300 300 823-5970-597.29-91 OTHER CONTRACTUAL SVCS / OTHER CONTRAC SVCS-MARKETING - 29,279 112,924 180,811 89,834 91,281 89,834 106,030 106,030 106,030 106,030 106,030 823-5970-597.29-92 OTHER CONTRACTUAL SVCS / OTHER CONTRAC SVCS-CAMPAIGNS - 121,666 20,188 96,468 56,201 147,849 56,201 56,201 56,201 56,201 56,201 56,201 823-5970-597.29-93 OTHER CONTRACTUAL SVCS / OTHER CONTRAC SVCS-VISITOR CENTER - 97,252 94,435 94,435 125,000 126,824 125,000 125,000 125,000 125,000 125,000 125,000 823-5970-597-29.94 OTHER CONTRACTUAL SVCS / OTHER CONTRAC SVCS-MEDIA BUYS - 5,247 176,473 20,931 182,544 100,259 182,544 202,789 202,789 202,789 202,789 202,789 823-5970-597-29.95 OTHER CONTRACTUAL SVCS / OTHER CONTRAC SVCS-MERCH EXP - - 120 77,420 - - - - - - - - 823-5970-597-29.96 OTHER CONTRACTUAL SVCS / OTHER CONTRAC SVCS-VISITOR GUIDE - - - - - 9,000 - - - - - - 823-5970-597.32-10 PUBLICATION, SUBS, DUES / PUBS, SUBS, DUES 108 - 348 - - - - - - - - - 823-5970-597.33-40/TRAVEL / TRAVEL & TRAINING - - - - - - - - - - - - 823-5970-597.39-10 OTHER SUPPLIES & EXPENSE / OTHER SUPPLIES & EXPENSE - 98 886 1,956 675 378 675 675 675 675 675 675 823-5970-597.72-11 GRANTS & DONATIONS/TRAVEL SUPERIOR - - - - - - - - - - - - 823-5970-597.72-16 GRANTS, DNTNS-OTHER ORGAN / BONG MUSEUM 149,012 150,000 150,000 150,000 175,000 156,485 175,000 175,000 175,000 175,000 175,000 175,000 823-5970-597.72-22 GRANTS, DNTNS-OTHER ORGAN / TOURISM GRANTS - 980 2,650 55,688 30,000 23,510 30,000 30,000 30,000 30,000 30,000 30,000 823-5970-597.72-23 GRANTS, DNTNS-OTHER ORGAN / UNALLOCATED - - - - - - - - - - - - 823-5970-597.72-24 GRANTS, DNTNS-OTHER ORGAN / FILM - - - - 20,000 - 20,000 20,000 20,000 20,000 20,000 20,000 823-5970-597.72-25 GRANTS, DNTNS-OTHER ORGAN / SPONSORSHIPS - - - - - 19,500 - - - - - - 823-5970-597.72-26 GRANTS, DNTNS-OTHER ORGAN / CONTENT CREATION - - - - - 62 - 2,400 2,400 2,400 2,400 2,400 823-5970-597.72-27 GRANTS, DNTNS-OTHER ORGAN / COMMUNITY PROMOTION - - - - - 121 - - - - - - 823-5970-597.82-10/CAPITAL IMPROVEMENTS / CAPITAL IMPROVEMENTS - - - 16,938 - 34,000 34,000 - - - - - Total Expense 399,120$ 732,587$ 574,553$ 767,072$ 739,171$ 746,178$ 773,171$ 780,993$ 784,123$ 787,409$ 790,860$ 794,483$ Attachment B 2025 2026 2027 Budget Proposed Projected 29-94Media 164,593 182,544 202,789 29-91 and 29-92Agency 131,674 146,035 162,231 29-93Production 32,919 36,509 40,558 29-93Contingency 32,919 36,509 40,558 362,105 401,597 446,136 Account Number/Name City of Superior 2027 Tourism Development Commission Expenditure Budget - Fund 823 SWIM CONTRACT