Engage Franklin reports 2024 finances, outlines sports-tourism push and $2,000 community grant pool

Engage Franklin representatives reported to the Franklin Tourism Commission on Monday that 2024 was largely an establishment year, with most revenue from city room tax receipts and a small amount of partnership income, and that the organization is now focusing on sports tourism and modest community grants.

At the meeting, Laura, an Engage Franklin representative, and Brandon, Engage Franklin staff, presented a financial summary and program updates. Laura said the group’s 2024 revenue included $39,192.23 in Franklin room tax receipts and about $2,113 in partnership revenue, for roughly $41,307 total. She told the commission that year-to-date expenditures were about $42,080, producing an operating deficit of about $722.

The statement to the commission emphasized that much of last year’s spending was for start-up costs. Laura said contracting and professional fees were the largest expense category, which included legal work tied to a naming-rights agreement and other formation expenses. She described 2024 as “really an establishment year” while the organization built its staff, systems and contracts.

Engage Franklin staff outlined a programmatic push centered on sports events. Mark Wiley, a tourism commissioner, and Laura described an approved bowling tournament planned for weekends from mid-November through Dec. 28; staff said the event organizer expects 5 to 20 teams and estimated total attendance at as many as 3,000 people and noted that “generally these people stay overnight.” Staff also said they are negotiating with rights holders and venues to reduce operational costs for prospective tournaments and are pursuing longer-term partnerships rather than one-off cash support.

Brandon described digital-marketing work begun after his hire; when asked, he said his first day was “August 1.” Laura said that once Brandon started, Engage Franklin increased spending on advertising and social media to promote existing events and to market upcoming ones. She told commissioners she would bring performance metrics on digital media buys to the next meeting.

Staff also discussed the recent visitor guide. They reported a fast initial uptake and said a reprint is planned; staff gave differing figures during the discussion about print quantities (see clarifying details). Commissioners and staff said they would consolidate copy and make edits for the reprint.

On small community funding, Engage Franklin said it has set aside $2,000 annually for community engagement or sponsorship requests that are not a direct fit with its primary mission of driving overnight stays, but that those funds are limited and intended to maintain goodwill with local groups. The commission discussed the recent returned $200 check to a local concert organizer; staff said the organizer returned the donation because he expected sponsorship recognition that the $200 level did not provide. Laura said she would follow up directly with the organizer to try to repair the relationship and consider a modest increase for this year.

Commissioners and Engage Franklin staff discussed the bounds of what room-tax–funded activities must accomplish under state statute and local room-tax rules — specifically that monies tied to the room tax should be used to promote overnight stays — and how partnership revenue could be applied more flexibly. A commissioner asked staff to keep the distinction clear and to ensure contract compliance while pursuing broader destination-development work.

Formal actions taken by the Tourism Commission at the meeting included approval of the April meeting minutes and approval of a payment voucher related to room tax receipts. The commission set its next meeting for June 18.