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Visit Madison updates marketing strategy, debuts trolley and schedules fall event programming
Summary
Staff reported completion of phase one of a marketing study and outlined next steps for website, AI tools, content and a new Madison trolley; staff also listed upcoming events and asked the board for follow-up economic-impact data for Riverfest and Regatta.
Visit Madison staff reported progress on marketing and partnership efforts, highlighted the arrival of a new trolley, and outlined a slate of fall and holiday events at the tourism board meeting.
Staff said a Phase 1 study of marketing work is complete and that Phase 2 will begin with roundtable groups to refine strategy and partner engagement. Staff also said partner recruitment emails for 2026 have been sent and some organizations have already signed up.
One staff presenter summarized takeaways from the Educational Seminar for Tourism Organizations (ESTO) in Phoenix, saying the conference covered “everything from PR and communications to everything AI that you can think of.” The presenter said Visit Madison is evaluating AI tools to ensure the board controls and curates destination content used on the web, and that new tools will be considered when the department prepares next year’s budget.
The board heard multiple updates about the new trolley: staff said the trolley arrived last Wednesday, was used for filming and promotional content, and that operators trained on the wheelchair lift before the planned September 1 service transition. Staff described temporary and planned branding for the white trolley, noted collaboration with local partners for marketing assets and said two content creators with a combined following of about 1,000,000 will visit in September and October.
Staff reported improvements to digital advertising costs, citing cost-per-click figures: “So May was 92¢ per click, and then it was 60, and then this came in 48¢,” the presenter said, adding that full reporting will be circulated to the board.
Upcoming programs listed by staff include guided haunted-trolley tours every weekend in October, Santa Express pancake breakfasts and family activities in partnership with the White Barn, a revised Holly Jolly holiday offering focused on night-site transportation, and additional trolley crawls and themed events. Staff also said they are reviewing a potential AAA show in Louisville and will attend national media missions to engage travel writers.
A board member asked staff to provide an economic-impact or share report for Regatta and Riverfest at the next meeting; staff said they will follow up. The board did not discuss any new contracts or cite external regulatory approvals tied to the trolley or marketing changes during the meeting.
