West Bend Tourism Commission approves 2026 draft room tax budget, weighs multiyear approach for major event grants

The West Bend City Tourism Commission approved a draft 2026 room tax budget at its Oct. 7 meeting and discussed whether its $20,000 "major event" grant should be distributed over multiple years to encourage event sustainability.

Commission Chair said the draft budget reflects routine carryforwards from 2025 grant programs and that general room tax revenue is “right on…on track for our 2025 year.” Chair also thanked Julie for preparing the financial materials and called out a fireworks sponsorship from Horicon Bank in support of the city’s Independence Day celebration.

The budget packet separates two previously combined line items: “special purpose” funding (grants, events and tourism-friendly infrastructure) and room tax payments to partner organizations. Chair said the split was intended to make accounting clearer while leaving total funding levels largely unchanged. The commission also approved a $5,000 increase in support for Visit Washington County after staff said the organization’s marketing reaches ZIP codes beyond West Bend and can amplify Visit West Bend messaging.

Commission members debated the structure of the major event grant, currently a one-time $20,000 award. Several commissioners and staff proposed alternatives — for example, spreading support across two or three years (for example $15,000/$5,000/$2,500) — to help seed new events and then sustain growth in subsequent years. Alderman Sturdig said a staggered disbursement could allow events to expand and then request additional funding as they demonstrate progress. Commissioners noted the trade-off that multiyear commitments could mean multiple organizations would be receiving higher support in a single budget year and that events might opt out in later years, returning funds to the budget.

City Administrator Jesse asked to defer a broader review of the hotel/convention center discussion to the first quarter of next year so staff can participate fully after the annual budget cycle. Chair said the item will be picked up once staff capacity allows.

A commissioner asked why the budget includes a health insurance line; staff explained that portions of clerk’s office and finance staff time (fringe, telephone, health insurance) are allocated across multiple budgets because those staff support several programs. The commission said that practice is typical across municipal budgets.

Votes at a glance

- Approval of minutes from the June 17, 2025 meeting — approved by voice vote. - Acceptance of the financial report — approved by voice vote. - Approval of the 2026 draft room tax budget as presented — approved by voice vote. - Approval of the 2026 tourism commission calendar — approved by voice vote.

The commission did not change the overall funding levels for event promotion or special purpose in the draft; it asked staff to develop options for a multiyear major-event grant and to return with potential budget implications.

Commission Chair: “Julie has done a phenomenal job putting together our agenda and our financial statement,” and members agreed the draft should proceed to the city’s November review. The city’s final review of all budgets is scheduled for the Nov. 10 common council meeting.