Monona Tourism Commission approves $75,000 grant for Monona Community Festival

The Monona Tourism Commission voted to award a $75,000 tourism grant to the Monona Community Festival to support advertising, tents, fireworks and other event costs.

Brian Henry, president of the Monona Community Festival board, told the commission the festival aims to offer programming “from ages 3 to 93” and that the requested funds would be used primarily for advertising and for key logistical items such as tents and fireworks. Henry said the festival’s organizers plan marketing beyond Dane County, including billboard buys, broadcast spots and digital advertising, and that they are already promoting local hotels in festival materials and on social media.

Commissioners asked for evidence tying the festival to out-of-area hotel stays. Aaron, a Country Inn and Suites representative and MSBA board member, said the hotel is working with festival organizers to track bookings through rate codes and group blocks and that he expects a measurable increase in stays tied to the event. Festival treasurer Tim Domena and Henry said last year’s uncertainty around the event affected attendance and that this year’s projection of about 200 host-hotel stays is an estimate rather than a figure backed by hotel reports.

Commissioners and staff discussed the festival’s budget and city costs. Festival organizers said fireworks require an advance payment of about $25,000 and that the event is run by volunteers with no paid staff; the committee also provides scholarships and maintains seed money to cover deposits and possible weather-related revenue shortfalls. Staff noted the city and festival recently adopted a written facility-use agreement that clarifies city costs for public safety and park use; commissioners said earlier application estimates listed $23,050 for city costs while the agreement ultimately identified a lower figure near $19,000.

After discussion about sustainability and the size of the request, a motion to fund the full $75,000 was moved, seconded and approved by voice vote. Commissioners who spoke said they support the event’s community value but cautioned that $75,000 likely represents a high watermark for future grants and encouraged the festival to provide post-event actuals and hotel-room tracking data after the event.

The commission’s funding approval is intended to cover marketing and operations in the upcoming festival year; organizers said they will provide final expense and revenue reports after the event.