Commission approves Iron Bowl events funding requests; organizers say marketing will expand digital outreach

The Wausau Room Tax Commission voted to approve the Iron Bowl events organization's room-tax funding requests for 2025 after the organization described plans to broaden marketing and improve racer and volunteer experiences.

Andrea, speaking for the Iron Bowl events, told commissioners she consolidated the year's slate into a single application and is aiming for sustainable growth. She said the organization plans to expand digital advertising, including Google and YouTube ads and text messaging, to retarget past racers and grow attendance. Andrea said post-event surveys over the last three years show an average overall experience rating of “4.7 out of 5.”

Commissioners asked about last year’s funding and the current request. Andrea said last year's approved funding was $29,495 and that this year’s packet included two line items, shown in the materials as $15,000 and $14,495. She said she expects sponsorships to reduce reliance on repeated room-tax requests in future years and indicated some events receive targeted support from neighboring municipalities when they take place outside Wausau proper.

Member Riffer Rasmussen moved to approve the request as submitted; Member Faniac seconded. The motion passed on a voice vote.

Organizers said they are including lodging recommendations in confirmation emails and event guides to promote local hotels and that about half of registrations typically occur in the final month before an event. The commission’s staff said final reports from 2024 recipients will be requested for the next meeting.