West Bend BID approves up to $6,000 to join Discover Wisconsin promotional package

The West Bend Downtown Business Improvement District voted to authorize up to $6,000 from BID marketing funds to participate in a Discover Wisconsin promotional package that would feature West Bend in one full episode split into four segments.

Callie, communications director for the City of West Bend, told the board the package includes two TV airings of one episode, six streaming vignettes, social and blog promotion, a podcast feature and guaranteed audience placement. "What I think is attractive about this is it's it's not just getting the videos made, it's guaranteed reach and placement," Callie said, noting Discover Wisconsin's audience metrics.

Callie gave the board audience figures for the program: "206,000 followers on Facebook and 135,000 followers on Instagram," and cited podcast downloads as a further distribution channel. She said the episode would be storyboarded with partners and that committing by January would be necessary for a spring 2027 run (fall 2026 was offered as an earlier but tighter option).

Staff and board members discussed costs and partnership structure. Callie explained the per-segment price is about $13,001.20 and the full package is roughly $52,000; the Chamber committed to one segment. The staff proposal was that the BID sponsor half of one segment (about $6,000) and that other partners (the Chamber, the tourism commission and other organizations) be asked to cover the remainder.

Several board members raised equity and scope concerns about who would receive spotlight time and whether businesses could or should pay for additional exposure. Phil, from the Downtown Association, urged broad coverage to reflect downtown's overall revitalization rather than singling out individual businesses. Callie said she would work with partners to scope segments and ensure the downtown’s new Riverwalk and other recent investments would be visible in the pieces.

A board member moved to approve up to $6,000 from BID marketing funds toward the Discover Wisconsin package and a second was given. The motion passed by voice vote.

Votes at a glance

- Approve up to $6,000 from BID marketing dollars for participation in a Discover Wisconsin episode segment: approved by voice vote; mover/second not specified in the transcript; vote recorded as a voice vote (ayes recorded). - Approve financial report for the previous month: approved by voice vote earlier in the meeting (see timeline).

What happens next

Callie will continue outreach to potential partners and will return with further details about timing, final budget shares and the storyboarding of the downtown segment once commitments from additional funders are clearer. The board asked that the Downtown Association be included in coordination.