West Bend BID OKs up to $6,000 for Discover Wisconsin segment to promote downtown
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Summary
The West Bend Business Improvement District board voted to contribute up to $6,000 toward a Discover Wisconsin promotional package that would include a segment focused on downtown West Bend.
The West Bend Business Improvement District board voted to contribute up to $6,000 toward a Discover Wisconsin promotional package that would include a segment focused on downtown West Bend.
Callie, the city’s communications director, told the board the opportunity includes two TV airings of one episode, six streaming vignette videos, social and blog promotion, and a podcast feature — and emphasized that the primary value is the program’s guaranteed reach. “What you’re really paying for with this opportunity is the reach, the guaranteed reach,” Callie said, noting Discover Wisconsin’s strong social and podcast audience.
The complete package is roughly $52,000 for an episode comprised of four segments, the board heard; Discover Wisconsin sells the episode as four $13,000 segments. The Chamber has committed to sponsoring one $13,000 segment. Staff recommended the BID underwrite roughly half of a segment (about $6,000) and seek additional partners — including the tourism commission, MOAA and the downtown association — to share remaining costs.
Board members discussed timing and editorial scope. Staff said a January commitment would be required to hit a fall 2026 or spring 2027 run; spring 2027 was described as the most conducive window for summer-oriented B-roll and events. Board members pressed staff on equity concerns if individual businesses could pay for bespoke spotlights, and several members favored a holistic downtown focus rather than singling out individual storefronts.
A board member moved to authorize up to $6,000 from BID marketing funds for the Discover Wisconsin project, with coordination among the communications director, the downtown association and other partners; the motion was seconded and passed by voice vote.
Staff said next steps include confirming partnering sponsors, agreeing the editorial scope based on financial commitments, and coordinating filming and storyboarding so the episode can capture major seasonal events and new downtown assets.
