Wausau convention bureau asks room tax commission for three‑year contract and larger share of hotel tax

Tim White, a representative of the Wausau Central Wisconsin Convention and Visitors Bureau, asked the Wausau Room Tax Commission on Aug. 25 for a three‑year contract and an increase in the bureau's allocation of room tax revenue from the current 40% to 45% to fund marketing, data subscriptions and event development.

White said the extra funding would allow the bureau — which he described as "your DMO partner" — to renew a Zartico data subscription used to target visitors and to support signature events and grant matching. "The Zartico data has made a huge impact," White said, adding that the subscription costs about $25,000 and that the service "really fuels targeting, grants, storytelling." He told the commission that the bureau also uses creative assets and in‑house content to promote the area and highlighted recent grant awards and earned media.

Why it matters: White presented county tourism metrics and said Marathon County received about $497,000,000 in visitor spending in 2024 and that the city of Wausau accounts for roughly 60% of hotel bookings in the greater Wausau area. He said those results and recent grant funding support the bureau's request for a larger, multi‑year commitment from the commission. "If we're going after a conference or an event, that takes us years to get those events," White said, arguing a three‑year contract would give the bureau planning stability and reduce annual administrative burden.

Details presented: During a roughly 15‑minute overview, White summarized the bureau's recent accomplishments under the current contract, including a brand launch, a website redesign, and more than $355,000 in grant funding secured over the contract term. He said the bureau operates on "less than point 2% of total tourism revenue" and credited modest marketing investments with increases in hotel revenue, average daily rate and visitor demand for the city of Wausau.

Questions and next steps: Commissioners questioned financial holdings White displayed in the packet; White clarified that some cash shown on the bureau's balance sheet represents funds held for other municipalities and are not available to the bureau for discretionary use. Chairman Martins confirmed the CWB request was not agendized for action at this meeting and said any formal decision would be made at a future meeting or special session.

No vote or formal action on the CWB contract was recorded at the Aug. 25 meeting.