Tourism Commission Meeting — Agenda Packet

Administrative Offices Municipal Building - 138 East Main Street Mount Horeb, Wisconsin 53572 608.437.6884 | mounthorebwi.info Tourism Commission Meeting Agenda Tuesday, October 20, 2026 at 6:00 PM Municipal Building Board Room 138 E. Main Street Mount Horeb, WI 1) Call to order 2) Roll call 3) Public Participation Participants may speak for up to three minutes. To participate, please complete a public comment form at the Board Room entrance and submit it to staff before the meeting begins. See below for more details. 4) Consent Agenda All items listed below are considered to be routine by the Governing Body and will be enacted by one motion (roll call vote). There will be no separate discussion of these items unless a Board member so requests, in which event the item will be removed from the Consent Agenda and considered as the first item after the Consent Agenda. a. Consideration of August 11, 2026 Meeting Minutes 5) Presentations a. Presentation on Tourism Opportunities related to Trails and Trolls b. Presentation on the 2027 - 2029 Chamber of Commerce Strategic Plan 6) Chair's Report 7) Staff Reports a. Chamber of Commerce Report 8) Action Items a. Update regarding the Intergovernmental Agreement Establishment of the Mount Horeb - Barneveld Room Tax Zone and Room Tax Commission Page 1 of 19 b. Update on Room Tax Collections c. Consideration of next committee date 9) Adjournment *Public Comment Policy Members of the public are invited to speak at meetings of all Mount Horeb Public Bodies. To comment, please complete a Public Comment Form at the Meeting Room entrance and submit it to staff before the meeting begins. Comments are limited to three minutes, must be made from the podium, and the speaker must return to the audience after speaking. • Non-agenda item comments are heard at the start of the meeting. Public Body members and staff will not engage in discussion during public comment but may consider topics for future agendas. • Agenda item comments are heard during the relevant item, after the proposers or staff present the item and before Public Body discussion. All public comments on the item will be heard before any discussion by the Public Body. Members of the public will only be allowed to speak outside these public comment times if they are invited by the meeting chair to share additional information requested by the Public Body. If so invited to speak, the member of the public must do so from the podium. Written comments are also welcome. Written comments shall include the name and address of the submitter and should be submitted to the Deputy Treasurer/Governance Coordinator by email at niki.erickson@mounthorebwi.info (subject line: Public Comment Request-Name of Public Body) or delivered by to the Village at: 138 E Main Street, Mount Horeb WI, 53572, ATTN Public Comment Request-Name of Public Body. UPON REASONABLE NOTICE, EFFORTS WILL BE MADE TO ACCOMMODATE THE NEEDS OF DISABLED INDIVIDUALS THROUGH APPROPRIATE AIDS AND SERVICES. FOR INFORMATION OR TO REQUEST THIS SERVICE, CONTACT ALYSSA GAFFNEY, CLERK, AT 138 E MAIN STREET, MOUNT HOREB, WI (608) 437-9404. Page 2 of 19 Page 3 of 19 Page 4 of 19 StrategicPlan 2 0 2 7 - 2 0 2 9 2 0 2 7 - 2 0 2 9 Connecting businesses, people, and visitors. Building Connections That Strengthen Mount Horeb. ADOPTED JULY 2026 Page 5 of 19 Strategic Cornerstones Our Mission Our Vision Page 6 of 19 Business Engagement P u r p o s e S t a t e m e n t 1 . D e f i n e a n d C o m m u n i c a t e a C l e a r C h a m b e r B u s i n e s s S e r v i c e s M o d e l E s t a b l i s h a c l e a r l y d e f i n e d m e n u o f b u s i n e s s s e r v i c e s , p r o g r a m s , a n d e n g a g e m e n t o p p o r t u n i t i e s t h a t r e f l e c t s t h e C h a m b e r ’s m o d e r n r o l e a n d v a l u e t o b u s i n e s s e s . 2 . S i m p l i f y a n d M o d e r n i z e t h e M e m b e r s h i p F r a m e w o r k T r a n s i t i o n t o a s t r e a m l i n e d m e m b e r s h i p a n d s p o n s o r s h i p s t r u c t u r e t h a t i s e a s i e r t o u n d e r s t a n d , m a n a g e , a n d c o m m u n i c a t e . 3 . I m p r o v e O r g a n i z a t i o n a l P r o c e s s e s , R e p o r t i n g , a n d A c c o u n t a b i l i t y S t r e n g t h e n i n t e r n a l s y s t e m s i n c l u d i n g b i l l i n g , a c c o u n t s r e c e i v a b l e , r e p o r t i n g , t r a c k i n g , a n d o p e r a t i o n a l p r o c e d u r e s t o i m p r o v e e f f i c i e n c y a n d o r g a n i z a t i o n a l p e r f o r m a n c e . D e v e l o p c l e a r p e r f o r m a n c e i n d i c a t o r s f o r m e m b e r s h i p r e t e n t i o n , e n g a g e m e n t , v i s i b i l i t y , s p o n s o r s h i p p a r t i c i p a t i o n , a n d p r o g r a m e f f e c t i v e n e s s . 4 . E x p a n d B u s i n e s s V i s i b i l i t y a n d R e c o g n i t i o n O p p o r t u n i t i e s I n c r e a s e o p p o r t u n i t i e s f o r b u s i n e s s e s a n d e m p l o y e e s t o b e r e c o g n i z e d a n d c o n n e c t e d t o t h e c o m m u n i t y t h r o u g h a w a r d s , s t o r y t e l l i n g , s p o t l i g h t s , r e c o g n i t i o n p r o g r a m s , a n d p r o m o t i o n a l i n i t i a t i v e s . G o a ls K e y In it ia t iv e s C o n n e c t b u s i n e s s e s t o o p p o r t u n i t i e s a n d e a c h o t h e r. C o n n e c t b u s i n e s s e s t o o p p o r t u n i t i e s f o r e n g a g e m e n t , n e t w o r k i n g , a n d e x p o s u r e t h a t s u p p o r t t h e i r s u c c e s s a n d s t r e n g t h e n t h e l o c a l e c o n o m y . T h r o u g h p r o g r a m s , p a r t n e r s h i p s , a n d m e a n i n g f u l c o n n e c t i o n s , t h e C h a m b e r s e r v e s a s a t r u s t e d r e s o u r c e t h a t h e l p s b u s i n e s s e s b u i l d r e l a t i o n s h i p s , i n c r e a s e v i s i b i l i t y , a n d r e m a i n a c t i v e l y c o n n e c t e d t o t h e c o m m u n i t y . Launch recurring business and employee recognition programs highlighting local businesses and workforce achievements. Reduce unpaid, late, or lapsed membership accounts through improved billing, collection, and renewal processes. Implement a clearly defined membership and sponsorship framework with published benefits and engagement pathways. Establish metrics and report annually on member engagement, networking and exposure. Page 7 of 19 Signature Events P u r p o s e S t a t e m e n t G o a ls K e y In it ia t iv e s 1 . E s t a b l i s h F i n a n c i a l S u s t a i n a b i l i t y a n d P e r f o r m a n c e B e n c h m a r k s f o r S i g n a t u r e E v e n t s C r e a t e p r o f i t a b i l i t y , a t t e n d a n c e , s p o n s o r s h i p , a n d o p e r a t i o n a l b e n c h m a r k s f o r a l l m a j o r C h a m b e r e v e n t s t o s u p p o r t l o n g - t e r m s u s t a i n a b i l i t y a n d g r o w t h . 2 . I m p r o v e E v e n t P l a n n i n g S y s t e m s , T i m e l i n e s , a n d O p e r a t i o n a l C o n s i s t e n c y S t a n d a r d i z e e v e n t p l a n n i n g m a t e r i a l s , r e g i s t r a t i o n t i m e l i n e s , s p o n s o r s h i p p r o c e s s e s , v e n d o r c o m m u n i c a t i o n s , m e d i a k i t s , a n d o p e r a t i o n a l w o r k f l o w s t o i m p r o v e c o n s i s t e n c y a n d r e d u c e i n e f f i c i e n c y . 3 . E n h a n c e E v e n t E x p e r i e n c e a n d P r o f e s s i o n a l i s m I m p r o v e t h e o v e r a l l e x p e r i e n c e f o r a t t e n d e e s , v e n d o r s , s p o n s o r s , v o l u n t e e r s , a n d p a r t n e r s t h r o u g h b e t t e r c o m m u n i c a t i o n , o r g a n i z a t i o n , a c c u r a c y , a n d e v e n t p r e s e n t a t i o n . 4 . S t r e n g t h e n E v e n t R e p o r t i n g a n d D e c i s i o n - M a k i n g D e v e l o p c l e a r e r e v e n t r e p o r t i n g s y s t e m s a n d p o s t - e v e n t e v a l u a t i o n s t o b e t t e r m e a s u r e f i n a n c i a l p e r f o r m a n c e , a t t e n d a n c e t r e n d s , s p o n s o r s h i p v a l u e , o p e r a t i o n a l e f f e c t i v e n e s s , a n d c o m m u n i t y i m p a c t . C o n n e c t p e o p l e t h r o u g h s h a r e d e x p e r i e n c e s . C o n n e c t r e s i d e n t s , b u s i n e s s e s , a n d v i s i t o r s t h r o u g h h i g h - q u a l i t y e v e n t s t h a t c e l e b r a t e t h e c h a r a c t e r o f M o u n t H o r e b , f o s t e r c o m m u n i t y p r i d e , a n d c r e a t e m e m o r a b l e e x p e r i e n c e s . B y d e l i v e r i n g p r o f e s s i o n a l l y m a n a g e d a n d f i n a n c i a l l y s u s t a i n a b l e e v e n t s , t h e C h a m b e r s u p p o r t s l o c a l b u s i n e s s e s , e n h a n c e s q u a l i t y o f l i f e , a n d c o n t r i b u t e s t o t h e c o m m u n i t y 's e c o n o m i c v i t a l i t y . Create standardized planning timelines, sponsorship materials, and operational guides for all signature events. Develop an event dashboard and post-event report for every signature event. Establish profitability, attendance, sponsorship, and participation benchmarks for all major events. Increase net financial contribution from signature events while maintaining strong attendee and sponsor satisfaction. Page 8 of 19 Destination Marketing P u r p o s e S t a t e m e n t G o a ls K e y In it ia t iv e s 1 . B u i l d a S u s t a i n a b l e a n d F i n a n c i a l l y B a l a n c e d D e s t i n a t i o n M a r k e t i n g P r o g r a m A l i g n t o u r i s m i n v e s t m e n t s , r o o m t a x f u n d i n g , a n d d e s t i n a t i o n i n i t i a t i v e s t o c r e a t e a l o n g - t e r m , f i n a n c i a l l y s u s t a i n a b l e t o u r i s m s t r a t e g y . 2 . S t r e n g t h e n t h e V i s i t o r E x p e r i e n c e T h r o u g h a n E n h a n c e d W e l c o m e C e n t e r I m p r o v e t h e v i s i b i l i t y , f u n c t i o n a l i t y , a n d v i s i t o r e x p e r i e n c e o f t h e W e l c o m e C e n t e r w h i l e p u r s u i n g f u n d i n g a n d p a r t n e r s h i p s f o r f u t u r e f a c i l i t y a n d s e r v i c e i m p r o v e m e n t s . 3 . E s t a b l i s h a C o n s i s t e n t a n d R e c o g n i z a b l e “ T r o l l C a p i t a l o f t h e W o r l d ” B r a n d S t r e n g t h e n M o u n t H o r e b ’s r e g i o n a l i d e n t i t y t h r o u g h m o r e c o n s i s t e n t u s e o f t h e T r o l l C a p i t a l o f t h e W o r l d b r a n d a c r o s s m a r k e t i n g , e v e n t s , p a r t n e r s h i p s , a n d v i s i t o r c o m m u n i c a t i o n s . 4 . E x p a n d R e g i o n a l T o u r i s m P a r t n e r s h i p s D e v e l o p s t r o n g e r p a r t n e r s h i p s w i t h r e g i o n a l t o u r i s m o r g a n i z a t i o n s , a t t r a c t i o n s , l o d g i n g p a r t n e r s , a n d n e i g h b o r i n g c o m m u n i t i e s t o e x p a n d v i s i t o r r e a c h a n d o v e r n i g h t i m p a c t . C o n n e c t v i s i t o r s t o M o u n t H o r e b 's u n i q u e e x p e r i e n c e s , b u s i n e s s e s , a n d a t t r a c t i o n s . C o n n e c t v i s i t o r s t o M o u n t H o r e b 's u n i q u e e x p e r i e n c e s , b u s i n e s s e s , a n d a t t r a c t i o n s b y s t r e n g t h e n i n g d e s t i n a t i o n m a r k e t i n g , e n h a n c i n g t h e v i s i t o r e x p e r i e n c e , f o s t e r i n g r e g i o n a l t o u r i s m p a r t n e r s h i p s , a n d p o s i t i o n i n g t h e c o m m u n i t y a s t h e T r o l l C a p i t a l o f t h e W o r l d . T h r o u g h s t r a t e g i c c o l l a b o r a t i o n a n d t h o u g h t f u l s t e w a r d s h i p o f r o o m t a x f u n d i n g , t o u r i s m s e r v e s a s a c a t a l y s t f o r e c o n o m i c v i t a l i t y , c o m m u n i t y d e v e l o p m e n t , a n d l o n g - t e r m g r o w t h . Complete and begin implementation of a comprehensive Troll Capital of the World branding strategy. Launch a Welcome Center Enhancement Initiative and secure funding commitments for future facility improvements. Establish at least three active regional tourism partnerships resulting in joint marketing or promotional initiatives. Develop and annually report on tourism marketing performance metrics tied to room tax investments. Page 9 of 19 MOUNT HOREB AREA CHAMBER OF COMMERCЕ STRATEGIC PLAN ROADMAP 3-YEAR IMPLEMENTATION OVERVIEW A phased approach to building a stronger Chamber, supporting our members, and growing Mount Horeb for the future. C BUSINESS ENGAGEMENT Connect businesses to opportunities and each other. SIGNATURE EVENTS Connect people through shared experiences. DESTINATION MARKETING Connect visitors to Mount Horeb's unique experiences, businesses, and attractions. 2027 BUILD THE FOUNDATION Launch updated membership and sponsorship framework Publish clear member benefits and engagement pathways Implement improved billing, renewal, and accounts receivable processes Establish baseline membership, engagement, networking, and exposure metrics Launch Employee Recognition Program Launch Business Recognition Program 2027 BUILD THE FOUNDATION ☑ Establish profitability, attendance. sponsorship, and participation benchmarks Develop standardized event planning timelines Create sponsorship materials and media kits Create operational guides and planning templates Implement post-event reporting for all signature events 2027 BUILD THE FOUNDATION Complete Troll Capital of the World branding strategy Begin implementation of brand standards Launch Welcome Center Enhancement Initiative Identify funding sources and partnerships for facility improvements Establish tourism performance metrics Formalize regional tourism partnerships 2027 BUILD THE FOUNDATION Systems, structure, branding, benchmarks 2028 EXPAND AND REFINE Evaluate participation and member feedback Refine engagement opportunities and member communications Increase participation in networking and recognition programs Expand visibility opportunities for members Improve reporting and dashboard tracking 2028 EXPAND AND REFINE Improve registration systems and sponsor experience Enhance volunteer recruitment and coordination Refine event operations based on reporting data Improve attendee, vendor, and sponsor communications Evaluate event portfolio performance ☑ 2028 EXPAND AND REFINE Continue Welcome Center enhancements Expand Troll Capital branding across events, marketing, and visitor experiences Launch joint marketing initiatives with regional partners Evaluate room tax investment performance Increase destination marketing reach and visitor engagement CHAMBER-WIDE MILESTONES 2028 EXPAND AND REFINE Program growth, partnerships, engagement 2029 MEASURE AND SUSTAIN Evaluate membership retention and engagement trends Review effectiveness of business services and programs Update membership framework as needed Establish new benchmarks for the next strategic planning cycle 2029 MEASURE AND SUSTAIN Review three-year financial and attendance trends Identify opportunities for event growth or restructuring Update benchmarks and planning standards Develop recommendations for the next strategic planning cycle 2029 MEASURE AND SUSTAIN Assess tourism marketing ROI and visitor trends Evaluate Welcome Center improvements and future needs Review effectiveness of regional partnerships Update destination marketing priorities for the next strategic planning cycle Develop recommendations for future tourism investments 2029 MEASURE AND SUSTAIN Evaluation, sustainability, next plan development CONNECT. ENGAGE. GROW. TOGETHER, WE STRENGTHEN MOUNT HOREB. Page 10 of 19 MOUNT HORE Page 11 of 19 Page 12 of 19 Page 13 of 19 Page 14 of 19 Page 15 of 19 Page 16 of 19 Page 17 of 19 Agenda Item Report Tourism Commission: Tuesday, October 20, 2026 Action Items: Update on Room Tax Collections Recommendation Background There have been no changes since the last meeting in August (see attachment). We have not received payments for Q3 yet. They are due at the end of October and the Chamber can expect payment in November. Financial Impact n/a Attachments Prepared By 1. Room Tax Collections Summary Q2 Page 18 of 19 Quarter Gross Room Receipts Exempt Room Receipts Net Taxable Receipts Total Tax Collections Mount Horeb Chamber of Commerce (80%) Village Admin Fee (20%) 1st 287,844.54$ 65,521.46$ 222,323.08$ 17,771.14$ 15,638.60$ 2,132.54$ 2nd 620,803.09$ 112,034.82$ 508,768.27$ 40,716.16$ 35,830.22$ 4,885.94$ 3rd -$ -$ -$ -$ -$ -$ 4th -$ -$ -$ -$ -$ -$ Total 908,647.63$ 177,556.28$ 731,091.35$ 58,487.30$ 51,468.82$ 7,018.48$ Already Pd/AJE 58,487.30 Due to Chamber - 51,468.82$ 51,468.82 VILL AJE - 7,018.48$ 7,018.48 7,018.48 Allocation Village of Mount Horeb Summary of Overnight Lodging Collections For the year ending December 31, 2026 37,340 74,345 81,499 81,498 87,976 77,077 $58,487.30 746,792 1,486,920 1,629,963 1,759,519 1,830,222 1,541,547 731,091 - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 100,0002020 2021 2022 2023 2024 2025 2026 YTDVillage of Mount Horeb Room Tax: January-DecemberTotal Tax CollectionTaxable Receipts7,206 18,807 22,059 23,199 24,661 21,054 $40,701.46 144,111 376,150 441,181 463,985 493,227 421,079 508,768 - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 100,0002020 2021 2022 2023 2024 2025 2026Village of Mount Horeb Room Tax: April-JuneTotal Tax CollectionTaxable Receipts Page 19 of 19