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Bridal & Tourism Board trims spending, creates ambassador services line and plans to draw reserves toward policy target
Summary
The Jackson Hole Joint Powers Bridal & Tourism Board presented a FY 2026 budget April 29 that trims overall expenditures, creates a new Ambassador Services funding line for visitor management, and plans to draw reserves down toward a target reserve of roughly $1–1.5 million.
The Jackson Hole Joint Powers Bridal & Tourism Board presented its FY 2026 lodging‑tax budget and strategy during the joint meeting April 29.
The board projected lodging‑tax revenue of about $6.875 million for FY 2026 — a roughly 4.9% increase against the current year assumption — but reduced planned expenditures by 12.8% to $7.49 million in order to bring reserves down from large post‑COVID balances. The board said it expects to end FY 2026 with approximately $1.47 million in reserves and that the target reserve level aligns with common practice of holding roughly 20–25% of annual budget in reserves.
New ambassador services line: The board created a new $550,000 ambassador services line to fund groups doing on‑the‑ground visitor management, with a grant application process that closes May 5 and awards planned at a special May meeting. The board said grants in this line may be multi‑year to provide stability for organizations tasked with visitor management. Krista (board/staff) and Vice‑Chair Julie Calder told elected officials the line was designed to respond to recent requests from land managers and community groups seeking boots‑on‑the‑ground outreach and stewardship.
Marketing and grants: The board reduced paid marketing and agency contracts in some areas and plans to shift some functions to independent contractors to lower ongoing retainer costs while retaining a $754,000 retainer with its primary agency to maintain responsive communications capability during crises and for rapid messaging. The board kept a $300,000 travel‑incentive program that staff said generated a positive ROI and supported overnight stays.
Reserves and longer‑term strategy: The board said it has used larger-than‑normal reserves in recent years for grants and events and is now intentionally drawing reserves down to the $1–1.5M range. Staff told officials this strategy reflects a desire to maintain a prudent reserve level while still using lodging tax funds to support destination management and events that produce lodging nights.
DMMO and timing: The board is moving forward with selection for a Destination Management Organization (DMMO) procurement; one applicant remained in the process and interviews are scheduled. The board said a July 1 launch of a DMMO is unlikely and that the process will proceed deliberately to arrive at a properly scoped, contractable program.
Ending: Board leaders said the FY 2026 budget recognizes the need to balance visitor demand and management, support events and partners while maintaining reserves at a sustainable level. Elected officials asked for clarity on reserve use and on the ambassador application review.
