Wausau CVB asks room-tax commission for three-year contract and bigger allocation to fund data, marketing and events

Tim White of the Wausau Central Wisconsin Convention and Visitors Bureau told the Wausau Room Tax Commission that his organization seeks a three-year contract and an increase in its room-tax allocation from 40% to 45% to sustain data subscriptions, marketing and event development.

White said the CVB has been under a two-year contract and described the Zartico data subscription as central to the bureau’s ability to target marketing, support grant matching and report visitor origins and economic impact. He said the CVB secured roughly $355,000 in grant funding recently and cited 2024 visitor spending to Marathon County of about $497,000,000 as context for the bureau’s work.

The CVB presentation listed program successes — a redesigned website, a sold-out inaugural chef’s gala and a range of outdoor-recreation promotions tied to the Ice Age Trail and the Great Pinery National Waterway — and highlighted upcoming event attraction opportunities, including the World Horseshoe Tournament (2026 and 2029) and regional sporting events. White said a 45% allocation would allow “more direct marketing spend” to grow midweek travel and attract conferences and sporting events.

Commissioners sought clarification on the bureau’s finances and cash holdings. One commissioner asked about an item on the CVB’s balance sheet showing $1,000,000 in assets; White explained that some funds held by the bureau are pass-throughs held on behalf of other municipalities (for example, the villages of Weston and Schofield) and therefore are not available for CVB discretionary spending.

Chairman Martins noted there was no action on the CVB contract on this meeting’s agenda and said the commission would need to schedule a special meeting or take up the request at its next scheduled meeting to vote. Commissioners asked for more clarity on projected dollar impacts of a five-percentage-point allocation increase and on how the CVB would report results over a multi-year contract.

The commission did not take formal action on the CVB request during the meeting; commissioners asked staff and the CVB to provide more detailed figures tying a 45% allocation to projected marketing spend, anticipated incremental hotel nights and grant leverage for review before any vote.

Speakers quoted or cited in this article are drawn from the meeting record: Tim White (Wausau Central Wisconsin Convention and Visitors Bureau); Chairman Martins (Room Tax Commission); Miss Luisqui (commissioner who asked about CVB assets); Mary Anne (city finance staff who discussed room-tax collections and allocation mechanics).