Wausau room tax commission approves grants for local festivals, sports events

WAUSAU, Wis. — The Wausau Room Tax Commission approved tourism grant awards for multiple local events at its April 28 meeting and heard an economic outlook briefing from the Convention and Visitors Bureau.

Commissioners voted to approve a $15,000 room-tax marketing allocation for Taste and Glow; a combined allocation of $4,500 for marketing plus a one-time $10,000 payment to the Sports Authority for the World Horseshoe Tournament; the full $20,000 requested for the Hmong Festival; $3,000 for Chalk Fest; and approved the AirVenture Cup Race request (requested amount not specified in the meeting transcript). The commission also accepted minutes from its Jan. 27, 2025 meeting.

The votes followed a presentation from Tim White of the Convention and Visitors Bureau, who outlined national travel trends and a local marketing response. "In one sense, the biggest shockwave to hit, the economy is uncertainty. That's the main thing," White said, summarizing research from Oxford Economics and MMGY that predicts shifts such as shorter stays and more domestic, nearby travel.

White described the CVB's strategy to promote Wausau as an accessible, value-driven destination. The CVB plans a campaign called "Escape to Wausau," midweek lodging packages developed with local hotels and partners, and new blogs and itineraries posted on visitwausau.com/marketing.

Mary Anne, city staff overseeing room tax funds, reported an estimated 2025 room-tax revenue of $1,050,000 and an estimated carryover that left about $169,000 available for grants at the time of the meeting. She listed pending requests and said a software error initially removed one application from the review workflow; the commission accommodated that applicant, the local EAA chapter, which requested $10,000.

Event representatives described attendance and marketing plans. Yiling Zhang, representing the Hmong Festival, said the event counted about "14,000 attendees" in 2024 using wristbands and reported strong vendor demand and increased social-media impressions. Zhang noted rising event costs — portable restrooms, cleaning and shade requirements — and the festival’s $10 admission (plus a $1 public-safety charge) that organizers said helps offset expenses.

Ally, executive director of WSA Events and the Chalk Fest organizer, said Chalk Fest aims to recruit 20–30 out-of-state featured artists and plans to use room-tax marketing funds for social media and a TV-match program to expand reach. She told commissioners the event has about 400 artist slots citywide but lost about 35 spaces because of new safety bollards.

On the Sports Authority request, commissioners agreed to split support between marketing ($4,500) and a one-time $10,000 payment to the Sports Authority to help stage the World Horseshoe Tournament and match a Wisconsin Economic Development Opportunity Fund grant application.

On the AirVenture Cup Race, organizers said the event attracts pilots from across the U.S. and abroad and timed the race to occur the weekend before the EAA AirVenture crowds arrive in Oshkosh. Organizers reported registrations were ahead of last year: "we've already got 82 registered," a representative said, and described plans to market both to general spectators and to pilots/aircraft owners.

Commissioners also discussed the city's public-safety fee and its application to ticketed events. Several commissioners said the fee's treatment of artist-entry or registration charges requires clarification, and they agreed to review its impacts at season's end.

The commission adjourned after taking the listed votes and asking staff to provide a reconciliation of 2024-funded items at the next meeting.