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1 | Page DELAFIELD PROMOTION & TOURISM (P&T) MEETING DRAFT MINUTES Tourism Commissioners: Fred Marrero, Larry Fehrm, Paul Murphy, Jim Behrend, Erin McDonald & Jessica Woodward City of Delafield AlderWoman Rep: Jackie Valde Tuesday May 12, 2026, 7:30AM | City Hall, Council Chambers | 500 Genesee St., Delafield, WI 53018 1. Call to Order The meeting was called to order at 7:31 AM. 2. Pledge of Allegiance The Pledge of Allegiance was recited. 3. Roll Call Present: Fred Marrero, Larry Fehrm, Paul Murphy, Jim Behrend, Erin McDonald, Jessica Woodward, Ald. Jackie Valde , Alternate Jennifer Graham Excused: None Also Present: Jori Hartwig, Executive Director; Catie Carnick, Administrative and Billing Clerk 4. Citizens Comments Mary Daniel 5. Consent Agenda: Minutes Approval Discussion and possible action to review and approve Minutes from the February 10 , 2026 Delafield Promotion & Tourism Meeting minutes taken by Jori Hartwig Motion made by Larry Fehrm, seconded by Jim Behrend to approve the February 10, 2026, Promotion & Tourism Commission meeting minutes. All in favor; motion carried. 6. Delafield Promotion & Tourism Marketing Discussion and possible action regarding 2026 marketing projects a) Z2 review of Q1 projects and KPIs Maya Deleon and Kyle Kane presented the marketing report and provided an overview of current social media strategies. Discussion included efforts to position Delafield as a four -season destination, targeted boosted posts, and the success of Q1 marketing projects. Jessica Woodward requested access to raw data associated with the report. Presenters indicated the data is available through Jori Hartwig. Paul Murphy asked what factors were contributing to increased engagement. Presenters discussed the seasonal nature of engagement trends and projected additional growth during the spring months. Presenters also highlighted the use of TikTok, Reddit, and Instagram to increase engagement and visibility. Fred Marrero requested clarification regarding the use of Reddit within marketing efforts. Kyle Kane discussed how Reddit has been referenced as a resource for accessing Delafield-related information and media. Advertising efforts and ad performance metrics were also reviewed. Paul Murphy asked whether marketing efforts should place greater emphasis on mobile platforms. Presenters noted that mobile, tablet, and desktop platforms all contribute to campaign success, while acknowledging mobile usage should remain a priority. A website overview was also presented, including discussion regarding conversion intent metrics. No action taken. b) Website Proposal/AI impact Maya Deleon presented updates regarding the implementation of AI and website optimization efforts. Proposed optimizations included conversational messaging features, a new FAQ page, and additional hyperlinks added to the “Stay” page of the website. 2 | Page DELAFIELD PROMOTION & TOURISM (P&T) MEETING DRAFT MINUTES Tourism Commissioners: Fred Marrero, Larry Fehrm, Paul Murphy, Jim Behrend, Erin McDonald & Jessica Woodward City of Delafield AlderWoman Rep: Jackie Valde A proposed yearlong campaign running from June 2026 through June 2027 was also presented to support organizational goals. Discussion included a proposed website maintenance and optimization retainer in the amount of $10,080. Erin McDonald asked how the proposed implementation would integrate with the website booking engine. Maya Deleon explained that a third-party link would be utilized to connect users to the booking engine. Jori Hartwig clarified that the new link structure would assist users in navigating directly to accommodations associated with Delafield. Erin McDonald suggested reducing the number of pages users must navigate through before reaching accommodations information. Fred Marrero asked how the proposed changes would impact The Delafield Hotel. Erin McDonald stated that the hotel could offer a discount or otherwise accommodate the proposed system. Fred Marrero requested the item be added to a future agenda for additional discussion. No action taken. 7. Review of the Current Financial Reports - Specifically March 31, 2026 Discussion and possible action on current financial report Fred Marrero presented the Financial Report. No action taken. 8. Executive Director Report Discussion and possible action to review all items noted below: Jori Hartwig provided additional information regarding the Tax Revenue Report, website metrics, and AI optimization efforts. A. WIGOT Conference This item was not discussed. B. Four Seasons Promotion/Billboard campaign This item was not discussed. C. Outdoor Arts Committee Jori Hartwig presented an update regarding the call for artists’ initiative. She noted that outreach efforts are being conducted with assistance from Soul Fire for proposed outdoor art installations. Initial artist submissions are expected in early July. 9. Old Business Discussion and possible action to review all items below: A. Placer.AI Update The Commission briefly discussed updates regarding Placer.ai and related analytics information. No action taken. 10. New Business Discussion and possible action to review all items below: A. Donations: Ice Age Trail 10 Year Anniversary/July 3 rd Fireworks/Hawks Inn Ice Age Trail Donation Request Jessica Woodward stepped down as a committee member and spoke as a citizen (387 Barker Ct) regarding the Ice Age Trail 10-Year Anniversary event. She noted the Ice Age Trail would be promoted as part of the Delafield 3 | Page DELAFIELD PROMOTION & TOURISM (P&T) MEETING DRAFT MINUTES Tourism Commissioners: Fred Marrero, Larry Fehrm, Paul Murphy, Jim Behrend, Erin McDonald & Jessica Woodward City of Delafield AlderWoman Rep: Jackie Valde Block Party and Family Night. A request was made by Wildlife in Need for the Promotion & Tourism Commission to front $500 in support costs. Fred Marrero asked whether the event would be held on the trail. Jessica Woodward clarified it would be incorporated into the block party. Jessica Woodward returned to her role as committee member. Motion made by Jim Behrend, seconded by Paul Murphy to approve the $500 donation request for the Ice Age Trail-related event. All in favor; motion carried. July 3 Fireworks Donation Request Paul Murphy stepped down as a committee member and spoke as a citizen (1038 Milwaukee Street) requesting donations for the July 3 fireworks event. Discussion included whether the contribution would be a one -time donation, amounting to around $2,000.00 to $3,000.00 with Paul Murphy noting the intent was to begin with one contribution and evaluate going forward. Paul Murphy returned to his role as committee member. Fred Marrero proposed a $2,500.00 contribution. Motion made by Fred Marrero, seconded by Larry Fehrm to approve the $2,500.00 donation request for the July 3 fireworks event. All in favor; motion carried. Hawks Inn Donation Request Mary Daniel (309 Wisconsin Ave) presented on behalf of Hawks Inn Historical Society, highlighting a former Delafield resident who authored a book on the history of the Delafield peninsula, with proceeds and recognition tied to the Hawks Inn website and organization. She also noted the Rhubarb Fest and other community events supported through volunteers and donations. Larry Fehrm asked where the book is available. Mary Daniel confirmed it is available at the Hawks Inn library. Mary Daniel requested consideration of a donation from the committee. Fred Marrero noted that historically the committee has contributed approximately $2,000.00 Motion made by Jim Behrend, seconded by Jessica Woodward to approve the $ 2,000.00 Hawks Inn donation request. All in favor; motion carried. B. Collaboration with Oconomowoc & Waukesha Jori Hartwig reported that she has begun discussions with the tourism offices of Oconomowoc and Waukesha regarding opportunities to promote the Lake Country region. Jori Hartwig noted that discussions remain preliminary and additional information will be provided in the future. No action taken. C. Chamber/Business support Jori Hartwig reported that she has been participating in discussions with the Chamber of Commerce and local retailers regarding increased coordination of marketing efforts. She stated that tourism campaigns could potentially be used to support Chamber and local business marketing efforts and noted that there may be opportunities for greater coordination among organizations. Jori Hartwig further reported that the Chamber may seek a financial contribution from tourism like arrangements used in other communities. She explained that the Chamber currently pays costs associated with city services for events, including police protection . Fred Marrero confirmed that Megan is currently leading the Chamber. 4 | Page DELAFIELD PROMOTION & TOURISM (P&T) MEETING DRAFT MINUTES Tourism Commissioners: Fred Marrero, Larry Fehrm, Paul Murphy, Jim Behrend, Erin McDonald & Jessica Woodward City of Delafield AlderWoman Rep: Jackie Valde Jessica Woodward asked what any potential contribution would be used for. Jori Hartwig explained that the Chamber incurs costs related to city services and community events. Jim Behrend commented that regional collaboration may provide efficiencies and shared opportunities for tourism promotion. Erin McDonald expressed support for collaborative efforts and discussed opportunities to simplify visitor access to regional attractions and amenities. No action taken. D. John McGivern Main Street Shorts Jori Hartwig provided a brief overview and noted that a request was made for $20,000. Fred Marrero asked whether Lake Country participation was included. Larry Fehrm asked whether available metrics supported the $20,000 request. Ald. Jackie Valde indicated she did not have that information available. No action taken. 11. City of Delafield Hotel Report A. Discussion and possible action on the Hotel Updates Report Erin McDonald provided a brief overview. She highlighted that visitors are currently more cost -conscious, which has impacted luxury hotel performance. She also noted that the Delafield area is entering its peak tourism season. No action taken. 12. City of Delafield Hotel Tax Income Report Discussion and possible action on the Hotel Tax Income Report A. Q1 2026 Hotel Tax Income if available Jori Hartwig provided a brief overview. No action taken. 13. Voucher Approval Discussion and possible action to review the current Voucher(s) listing monthly expenses/payments from the Delafield Promotion & Tourism checking account, specifically the February and March vouchers Motion made by Jim Behrend, seconded by Larry Fehrm to approve the February and March voucher listings as presented. All in favor; motion carried. 14. Future Delafield Promotion & Tourism Agenda Items Discussion and possible action to collect future agenda items 1. Website Proposal 2. AI Optimization No action taken. 15. Next Delafield Promotion & Tourism Meeting: The next meeting was scheduled for July 14, 2026. The June 9, 2026, meeting was rescheduled. 16. Adjournment Having no further business the May 12th, 2026, Promotion & Tourism meeting was adjourned at 8:40 AM Respectfully submitted, 5 | Page DELAFIELD PROMOTION & TOURISM (P&T) MEETING DRAFT MINUTES Tourism Commissioners: Fred Marrero, Larry Fehrm, Paul Murphy, Jim Behrend, Erin McDonald & Jessica Woodward City of Delafield AlderWoman Rep: Jackie Valde Catherine Carnick Administrative and Billing Clerk