Tourism Commission Meeting — Agenda Packet

October 20, 2026 Tourism Commission Agenda 1 City of Lake Geneva, 626 Geneva St, Lake Geneva, WI 53147-262.248.3673-www.cityoflakegeneva.gov Tourism Commission Agenda Tuesday, October 20, 2026 - 4:00 PM Lake Geneva City Hall; Council Chambers Members: Chairperson Luke Pfeifer, Vice-Chairperson Mary Daly, Secretary Dana Trilla, Shelley Rowell, Alderperson Mary Jo Fesenmaier, and Alderperson Brian Smith Ex-Officio Members: Mayor Todd Krause, Comptroller Laura Pisarcik, and VISIT Lake Geneva President Stephanie Klett 1. Call to Order 2. Roll Call 3. Comments from the public limited to 5 minutes, limited to items on this agenda 4. Approval of the minutes from August 18, 2026 5. Written financial update 6. Discussion/Action Regarding Tourism Commission Mission 7. Discussion on Tourism Commission Stakeholders and Mission Advancement/Strategies 8. Review and Discussion/Action on Proposed 2027 Budget 9. Discussion/Action on Tourism Promotional Grant Program for the remainder of 2026 10. Reports a. Independent Contractor: Heather Jones b. Tourism Entity: VISIT Lake Geneva 11. Adjournment A quorum of the Council may be present; however, no official Council action will be taken. Requests from persons with disabilities who need assistance to participate in this meeting should be made to the City Clerk’s office in advance so that the appropriate accommodations can be made. Page 1 of 26 Tourism Commission MINUTES August 18, 2026 Page 1 of 2 TOURISM COMMISSION MINUTES Monday, August 18, 2026 COUNCIL CHAMBERS, CITY HALL Meeting was called to order by Chair Pfeifer at 4:00 p.m. Roll Call Present: Chair Pfeifer, Vice Chair Daly, Alderman Fesenmaier, Shelley Rowell, Luke Pfeifer; Mayor Krause (Ex-Off), Stephanie Klett (Ex-Off), Comptroller Laura Pisarcik (Ex-Off). Absent: Secretary (vacant) Election of Secretary No nominations were accepted for Secretary. Fesenmaier agreed to take the minutes for August. Comments from the Public limited to 5 minutes, limited to items on the agenda: Alderman Ames explained that she has spoken to people who still do not understand that the Commission is funded from ROOM taxes not property taxes. Approval of Tourism Commission minutes from July 21, 2026 Motion by Daly, second by Rowell, to approve the minutes from July 21, 2026. Unanimously carried. Written financial update provided by City Comptroller Balance Sheet from June 30, 2026 Total Assets $946,296.10 Restricted Fund Balance - $756,863.11 Comptroller Pisarsik reminded the Commission of the room tax money distribution – 30% to the City of Lake Geneva, 49% of the 70% to the Commission for grants and municipal tourism development, and 51% of the total room taxes to the Destination Marketing Organization (i.e. Visit Lake Geneva). Tourism Promotional Grant Program and Requests Abominable Trail Race – ASR Events, LLC Dana Sabia reviewed the application with the Commission. The Trail Race is held on Saturday, November 14, 2026, for the fourth year in a row. There are multiple Yeti “sightings at City events to promote both races. The QR Code or link for the Tourism Commission hotels website needs to be on all marketing materials. Motion by Pfeifer, second by Fesenmaier, to approve the $3000 requested for event marketing. Unanimously carried. Abominable Snow Race – ASR Events, LLB The Snow Race takes place on Saturday, January 30, 2027. Dana Sabia explained that visitors from 25 states drive here for this event with 30% of the racers staying overnight. QR Code or link www.lakegenevahotels.org needs to be on marketing materials. Verified that it does not overlap with Winterfest 2027. There is a pre-party with Yeti the night before which encourages additional overnight stays. Motion by Pfeifer, second by Daly, to grant the full $10,000 requested for the Abominable Snow Race. Unanimously carried. Page 2 of 26 Tourism Commission MINUTES August 18, 2026 Page 2 of 2 Final Grant Evaluations None. Grant Program for Remainder of 2026 Discussion ensued regarding the amount of grant money left for distribution. Commissioners were concerned with repeat events and want to emphasize new and shoulder season events. Klett expressed concern about the “real” Return on Investment (ROI), though not required by State Statute. What is the Mission Statement? How many Tourism Commissions give out grant money. Motion by Pfeifer, second by Daly, to suspend grant awards through the end of October including accepting new applications. Website will be updated. Unanimously carried. Promotional Grant Informational Guide and Application Form Commissioners wish to discuss revisions to the guide and application regarding limiting the amount awarded, when and where events are held, and capping the number of grants awarded for repeating events. The application should also be fully online which will help with proper submission deadlines, screening (particularly for mock-up materials including AR Code or link to hotels site), and City permits given. Agreement was voiced to have a work session, open to the public, for revising the guide and form. Tourism Commission – new monthly meeting dates The comptroller had asked that the regular monthly meetings be changed to better accommodate financial reports. There were no conflicts with commissioners. The time will remain the same at 4:00 p.m. Deputy Clerk Vanessa will be asked to change any references on the website. Motion by Pfeifer, second by Rowell, to move the Commission meetings to Third Tuesdays. Unanimously carried. Heather Jones, Independent Contractor for Tourism Commission, Meet at the Lake Promotional Activity Jones’ report shows impressive statistics from the Tourism Commission’s city-only hotel website www.lakegenevahotels.org . She will investigate further whether publishing the events for the awarded grants should best be added to the website as a calendar or list. Update from Tourism Entity – Visit Lake Geneva Highlights from Deanna Goodwin’s report were given. With discussion between Chair Pfeifer and BID Executive Director Alexandra Binanti, it was decided to remove the monthly BID reports from the Tourism agendas. BID does not contract with the Commission, and a report was deemed unnecessary. BID will still give annual reports to the Commission. Motion by Smith, second by Daly, to adjourn at 5:28 p.m. Unanimously carried. Respectfully submitted, Alderman Fesenmaier Acting Secretary Page 3 of 26 1 Working Session – Future Goals & Priorities Lake Geneva Tourism Commission – September 15, 2026 Page 4 of 26 Historical Tourism Commission Expenditures and Use of Room Tax 2 Page 5 of 26 Wisconsin Room Tax History Sources: Wis. Stat. § 66.0615; 1993 Wisconsin Act 467; 2015 Wisconsin Act 55. Local Room Tax Authorized Wisconsin municipalities are authorized to impose a local room tax on transient lodging.1967 The 70/30 Framework & Tourism Commissions At least 70% of room tax must support tourism promotion and development for municipalities first imposing the tax after May 13, 1994. Existing room taxes are grandfathered under separate retention rules. The statutory Tourism Commission framework is also created. 1994 Act 55 Strengthened tourism -use requirements and began phasing grandfathered municipal retention from historical percentages toward a protected historical dollar amount, beginning in 2017. 2015 3 Page 6 of 26 How Room Tax Funds May Be Used Wisconsin law requires room tax revenue forwarded to a tourism entity or commission to be used for tourism promotion and tourism development. The Statutory Definition “Tourism promotion and tourism development” includes activities or projects that are: ① Significantly used by transient tourists ② Reasonably likely to generate paid overnight stays ③ At more than one lodging establishment owned by different persons and located within the municipality Uses Included in State Law Marketing Projects Advertising media buys; printed or electronic promotional tourist materials; recruiting conventions, sporting events, or motorcoach groups T ourist Information Services Transient tourist informational services T ourism Development Includes tangible municipal development, such as a convention center 4Sources: Wis. Stat. § 66.0615(1)(fm); Wis. Stat. § 77.52(2)(a)1.; Wisconsin Department of Revenue, Local Room Tax. Transient means any person residing for a continuous period of less than one month in a hotel, motel or other furnished accommodations available to the public Page 7 of 26 Who Pays the Room Tax? Sources: Wis. Stat. § 66.0615; Lake Geneva Municipal Code § 70-57. Paid by guests staying overnight in Lake Geneva Hotels Bed & Breakfasts Short-Term Rentals Indoor Commercial Lodging City residents do not pay the room tax - unless they stay overnight in local lodging. 5 Page 8 of 26 Commission Origins: 2016-2017 Sources: Lake Geneva Municipal Code, Ch. 70, Art. III; Ordinance 17 -03; Tourism Commission minutes, May 17, 2017. Dec 2016 Finance Committee opens discussion on creating a city tourism commission Jan 1, 2017 State room-tax changes take effect, shaping the City’s distribution requirements. Mar - Apr 2017 Ordinance 17-03 establishes the Tourism Commission. Alders Hedlund and Flower, along with Chris Gelting, Charlie Lorenzi, Andrew Fritz, and Tammie Carstensen, are appointed. May 17, 2017 The Commission holds its first meeting. VISIT Lake Geneva is named the primary tourism entity, and members discuss the grant program and Riviera plans. 6 Page 9 of 26 Building the Program: 2017-2024 Sources: Lake Geneva Tourism Commission minutes and Tourism Entity Agreements, 2017 –2024; Municipal Code § 70-57; Ordinance 20 -18. Jun - Sep 2017 A multiyear promotion contract becomes the top priority. Negotiations with VISIT Lake Geneva and development of the grant program begin. Feb 14, 2018 A three-year Tourism Entity Agreement with VISIT Lake Geneva covers 2018 – 2020. Mar 14, 2018 The first promotional grants award $600 to Walworth County CVB and $450 to VISIT Lake Geneva. Nov 2020 A three-year Tourism Entity Agreement with VISIT Lake Geneva covers 2021 – 2023. Jun 1, 2021 Ordinance 20 -18 raises the room tax from 5% to 8%, effective June 1, 2021. Dec 2023 A five-year Tourism Entity Agreement with VISIT Lake Geneva covers 2024 – 2028. 7 Page 10 of 26 Historical Tourism Commission Expenditures and Use of Room Tax 8 Page 11 of 26 Lodging Revenue and Room Tax, 2017–2025 Sources: Wisconsin DOR Form SL -304; City audited financial statements. $0M $5M $10M $15M $20M $25M $30M $35M 2017 2018 2019 2020 2021 2022 2023 2024 2025 Estimated Lodging Revenue $0.0M $0.5M $1.0M $1.5M $2.0M $2.5M $3.0M 2017 2018 2019 2020 2021 2022 2023 2024 2025 Room Tax Remitted to the City 9 Page 12 of 26 Results, 2017–2025 Sources: Wisconsin DOR Form SL -304; City audited financial statements and budget worksheets. $4.8M+ Retained by the City Room tax revenue retained by the City and available for General Fund operations. 130%+ Estimated Lodging Revenue Growth Estimated lodging revenue more than doubled over the period. $600K+ Riviera Debt Service Room tax revenue applied to Riviera debt service from ballroom renovations. (thru 2024) 10 Page 13 of 26 Room Tax Collection and Distribution Source: Lake Geneva Municipal Code § 70-57. Guest-Paid Room Tax Hotels, lodging operators, and marketplace providers collect Lake Geneva’s 8% room tax from overnight guests. Remitted to the City (98%) Lodging operators retain 2% of the tax and remit the remaining 98% to the City. Collection Allowance (2%) Lodging operators retain 2% of the tax collected to help cover collection and payment -processing costs. For example, if an operator collected $10k in room tax they would retain $200. City’s Portion (30%) The City retains its share for municipal purposes, including General Fund operations. Tourism Commission (70%) The Commission uses its share for tourism promotion and development, including its contract with the tourism entity. 11 Page 14 of 26 2025 Room Tax Collection and Distribution Sources: Tourism Commission financial reports, March 9 and June 16, 2026. Room Tax Remitted to City (98%) $2,472,851 City’s Portion (30%) $741,855 Tourism Commission (70%) $1,730,995 Tourism Entity: VISIT Lake Geneva $1,261,203 Debt Service (Riviera) $238,173 Tourism Commission Funds Remaining $231,619 12 Page 15 of 26 Historical Use of Room Tax Sources: Tourism Commission meeting minutes and grant -commitment reports. Since 2021 $1.6M+ Approved for Promotional Grants Events and marketing designed to attract visitors to Lake Geneva. $972K+ Approved for Tourism-Related Municipal Development Veterans Park Diamonds $548K Hillmoor $242K Riviera projects $182K Figures represent amounts approved by the Commission, not amounts paid. Riviera Ballroom Sales & Marketing Events Coordinator, Riviera Marketing, General Expenses – phone, internet, etc. Paid Out Approximately $352k ~$192k Remaining ~$89k Remaining 13 Page 16 of 26 Benefits to the Community Paid by Overnight Guests Overnight visitors pay the room tax, not local property owners. Reinvestment Grows Revenue Reinvesting room tax helps generate future room tax revenue that can offset City General Fund costs. A Broader Tax Base Visitor spending supports local businesses and expands the tax base that funds community services. Year-Round Amenities Tourism helps sustain the restaurants, shops, events, and amenities residents enjoy throughout the year. 14 Page 17 of 26 Discussion Regarding Future Goals & Priorities 15 Page 18 of 26 Mission: What Has Been Defined? Mission & Vision APRIL 11, 2018 Commission discussed formalizing Mission and Vision Statements. Item was continued. No formal adoption identified in the 2017 –2025 agendas and minutes reviewed. Documented Grant Program Focus The Tourism Promotion Grant Program states that grants are intended for events reasonably likely to: PAID OVERNIGHT STAYS Generate paid overnight stays by transient tourists. MORE THAN ONE LODGING PROPERTY Generate those stays at more than one lodging establishment within the City, owned by different persons. PRIORITY PERIODS Non-peak: 7 days/week • Peak: Sunday–Thursday nights Sources: Tourism Commission agenda & minutes, Apr. 11, 2018; Tourism Promotional Grant Informational Guide. 16 Page 19 of 26 Working framework for discussion • Definitions and priorities to be developed by the Commission DRAFT CONCEPTUAL MISSION To strategically steward room tax revenue to grow overnight stays in Lake Geneva, strengthen year-round demand and support long -term tourism success. WHO BENEFITS List the Benefits to our Community Stakeholders RESIDENTS BUSINESS OWNERS HOTELIERS HOW CAN WE ADVANCE THE MISSION Investment vehicles available to the Tourism Commission TOURISM ENTITY TOURISM MUNICIPAL DEVELOPMENT COMMISSION-DIRECTED TOURISM PROMOTION Conceptual Mission Framework 17 Page 20 of 26 Retargeting from Riviera Website: 0.19% CTR Keyword Targeting: 0.14% CTR Retargeting from the Midwest Meetings Website: 0.04% CTR Audience Curation: 0.11% CTR We targeted people who have the occupations of Executive Admin, Middle Manager, Upper Management Geo-Fencing: 0.20% CTR Rivera Ballroom - corporate - programmatic OVERVIEW: DATES: *CTR means Click-Through Rate - The National Average is 0.08% CTR June 15 - September 15, 2026th th Page 21 of 26 Riviera Ballroom/MATL Update- Tourism Commission Meeting October 2026 Marketing Update  Website Analytics Update: September 2026: o Site Sessions: 3,098 (-14%)  Site Sessions by traffic source  Direct (790)  Google (776)  Google Ads (602)  Facebook Ad (226)  Bing (47) o Avg. Session Duration: 1m 56s (-34%) o Site Bounce Rate: 70% (-3%)  131 inquiries, 159 recorded for September 2025 o Lead source;  (65) direct  63 wedding, 2 social  (38) Zola Wedding Leads  (28) Knot/WeddingWire  17 site tour appointments o (15) first time site tours o (2) 2nd/3rd site tours  WeddingWire & TheKnot: September Stats o 380 Visitors o 3 Link Clicks o 23 Saves o 28 leads  Hotels & Lodging Analytics Update Past 30 days: o 85 Page Views (-27 from last month) o Avg. time spent on page: 55sec (+12s)  www.lakegenevahotels.org Analytics- past 30 days o 1,957 Site Sessions (-87%)  (1,373) Google Ad  (221) BID  (65) WIX Ad  (58) Direct  (58) YouTube (ads)  Honorable Mentions;  (12) Gary Con o Avg. Session Duration: 3m 21s (+110%)  Social Media Campaign started June 15th targeting weddings and corporate events. Corporate Events campaign ended 9/15/26. See attached results! Page 22 of 26 Sales Update 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 Weddings 28 9 54 55 52 43 45 54 41 4 Social 1 0 1 5 4 5 3 7 1 Corporate 2 1 1 2 3 1 5 2 1 Non-Profit 10 0 3 1 5 4 7 8 2 Event Total 41 10 60 62 64 54 60 67 45 4 Cancellation Total 0 40 11 3 2 4 8 1 Rescheduled 0 20 4 1 1 3 Comp 5 2 5 6 6 9 8 Pending Comp Req 1 1 2025 Comp Space;  Winterfest- 6 days  Bid breakfast  Visit LG – partner meeting  Veterans’ Day Program (Library) 2026 Comp Space;  Winterfest- 6days  Library February Author Event  Library Sept Author Event  Library Veterans Day Program (Pending) 2027 Comp Space;  Winterfest (Pending) Sales by year September 2026 : o 2026: One wedding contract returned. One corporate contract out for signature. o 2027: Five wedding contracts returned. Two wedding contracts out for signature. o 2028: Two wedding contracts out for signature.  Last Year, reported for September; 57 events booked for 2025, 51 events booked for 2026 & 2 events for 2027. ACTUAL RIVIERA BALLROOM REVENUE BY YEAR CITY OF LAKE GENEVA RIVIERA REVENUE (NET REVENUE AFTER TAX) 2020 2021 2022 2023 2024 2025 2026 $29,095.71 $162,926.92 $286,754.23 $308,151.03 $260,375.56 $313,675.96 $347,753.90 CATERING REVENUE $4,337.68 $32,970.09 $46,691.72 $48,795.80 $47,914.74 $ 46,425.26 $ 48,935.60 Page 23 of 26 VISIT Lake Geneva | 527 Center St., Lake Geneva, WI 53147 | (262) 248-1000 | VisitLakeGeneva.com Lake Geneva Tourism Commission October 20, 2026 VISIT Lake Geneva Update Partner Events • Annual Dinner & Impact Awards | October 27 | 6pm | Grand Geneva Resort & Spa Public Events • Lake Geneva Electric Christmas Parade Dec. 5 (float registration open through Nov. 6) • Winterfest & America’s Snow Sculpting Invitational – Feb. 3-7, 2027 o Team lineup announcement by end of October • Sponsorships available for Parade and all 2027 Visit Lake Geneva events MARKETING METRICS – SEPTEMBER 2026 WEBSITE – VisitLakeGeneva.com • Visitor Sessions – 163,535 (-17.9%) | YTD 1,834,509 (+16.3%) • Pageviews – 353,845 (-18.9%) | YTD 3,971,824 (+0.5%) • Users – 136,967 (-12.7%) | YTD 1,474,681 (+25.0%) • Online Guide Visits – 4,080 | YTD 33,243 (13.1%) • Top Pages 1. Events 48,304 Pageviews 2. Things to Do | Shopping 27,336 3. Things to Do | Fall Activities 23,916 4. Meetings | Team Building 19,790 5. Things to Do 15,337 6. It's Always Been the Place 14,492 7. Home 12,045 8. Stay 10,183 9. Events | Events This Week 10,039 10. Food & Drink | Restaurants 7,166 • Top Cities 1. Chicago 13,695 Users 2. (not set) 8,117 3. Milwaukee 3,039 4. New York 2,260 5. Lake Geneva 1,363 6. Minneapolis 1,119 7. Los Angeles 1,064 8. Madison 905 9. Detroit 889 10. Indianapolis 802 Page 24 of 26 VISIT Lake Geneva | 527 Center St., Lake Geneva, WI 53147 | (262) 248-1000 | VisitLakeGeneva.com SOCIAL MEDIA • Facebook – 87,636 Followers (+325 MoM) | 2,068,550 Monthly Views • Instagram – 25,966 Followers (+402 MoM) | 357,139 Monthly Views • LinkedIn – 2,203 Followers (+10 MoM) | 262,606 Monthly Impressions • TikTok – 6,239 Followers (+107 MoM) | 31,835 Monthly Views EMAIL SUBSCRIBERS • Subscribers – 57,534 (+130) • Open Rate – 8.8% VISITOR CENTER ACTIVITY • Phone Calls – 148 (-72) | YTD 1,633 (-492) • Walk-ins – 1,195 (-341) | YTD 11,734 (+180) • Emails – 726 (-167) | YTD 8,296 (-543) • Visitors Guides Fulfilled – 639 (-163) | YTD 7,387 (-794) HOTEL ACTIVITY – AUGUST 2026 • Occupancy – 72.7% (-12.0%) | YTD 54.4% (-1.5%) • ADR - $269.38 (+3.8%) | YTD $224.98 (+3.1%) • RevPAR - $195.78 (-8.6%) | YTD $122.37 (+1.6%) MEETINGS & GROUPS RFP ACTIVITY – Lake Geneva RFPs – SEPTEMBER 2026 RFPs – Year-to-Date MEDIA HIGHLIGHTS – SEPTEMBER 2026 • WISN-TV | Upcoming competition puts high-energy twist on Lake Geneva tradition • Taking The Kids | 8 Wisconsin Day Trips Under Two Hours from Milwaukee Where You Can Spend Most of the Day on Foot • Luxury Travel Magazine | How to Organize a Luxury Road Trip Through the Midwest • Fast Food Club Stroll | The Lakefront Shops of This Charming Little Lake Geneva-Area Day Trip in Wisconsin • Spectrum News | Your guide to fall hikes in Wisconsin • WorldAtlas | Main Streets Where Wisconsin Comes Alive • Tomorrow's World Today | The Best Fall Foliage in America • Taking The Kids | Wisconsin Bakeries Famous for Their Sweet Pies Absolutely Worth the Road Trip • WorldAtlas | 9 of The Most Adorable Small Towns in Wisconsin • Milwaukee Journal Sentinel | Red Bull bringing two competitions to Wisconsin soon • Chicago Style Weddings | In the Fairway: 9 Dreamy Chicago Golf Course Venues • Fast Food Club | The 6 Wisconsin Supper Clubs Where the Relish Tray and Brandy Old Fashioned Still Come First RFP # Total Attendees Total Room Nights Event Date Type RFP Properties Sourced 1691 90 30 SEP 2027 Bus Tour Bella Vista Suites, Harbor Shores, The Cove 1693 80 240 SEP 2027 Healthcare The Cove 1694 35 140 JAN 2027 Corporate The Cove 1697 25 100 DEC 2026 Corporate Fairfield Inn & Suites 1703 30 45 AUG 2027 Corporate Bella Vista Suites JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC YTD 1 6 8 8 8 2 1 5 5 44 Page 25 of 26 VISIT Lake Geneva | 527 Center St., Lake Geneva, WI 53147 | (262) 248-1000 | VisitLakeGeneva.com • WTMJ-TV | Thrill seekers take on the water for Geneva Lake mail jumping competition • MSN | Thrill seekers take on the water for Geneva Lake mail jumping competition • NewsBreak | Rain, jumps and a race to deliver: Red Bull Rush Delivery returns to Lake Geneva • WorldAtlas | 10 Stress-Free Wisconsin Towns for a Weekend Retreat • Travel2Next | 20 Wisconsin Cities and Towns Worth Discovering Beyond Milwaukee • Fast Food Club | When the Craving for Pie Hits, these 8 Wisconsin Cafes Bake It Fresh Every Morning • WorldAtlas | 12 Prettiest Main Streetscapes in the Northern United States • Yahoo Travel | 10 US Lakes That Have the Most Breathtaking Fall Foliage • AOL | 10 US Lakes That Have the Most Breathtaking Fall Foliage • Islands| 10 US Lakes That Have the Most Breathtaking Fall Foliage • WorldAtlas | These Towns in the Great Lakes region Have the Best Main Streets • Yahoo Travel | A Look at the Coldest and Warmest Cities in Each State September Advertising Value Equivalent = $1,516,642 Marketing & PR Highlights • WGN Radio Interview – 9/17 • Midwest Travel Journalist Assoc. Media Tour – 9/20-22 • Milwaukee Uncut Collaboration – 10/7-9 • What’s Brewing Wisconsin episode – Lake Geneva takeover 10/12 • Uniquely Wisconsin online series – second of three videos debuted 10/13 Page 26 of 26