The Prescott Tourism Committee presented its 2025 recap and asked council to approve the committee’s 2026 budget; council approved the committee budget on Nov. 10.

Megan Laird, president of the Prescott Tourism Committee, summarized 2025 accomplishments, including six grants awarded this year and the hiring of a marketing firm that will launch a new website and lead a 2026 marketing campaign. “We hired a marketing firm to come on. We’re working with them currently, and then they’re gonna go live January 1 with the new website,” Laird said. The firm will also rebrand the committee (new logo and color palette) and handle social media.

Laird described events supported or funded by committee grants in 2025: WinterFest (third annual), a beanbag tournament and band at Patak’s Event Center, a candlelight hike on the Cooley River Trail, and other promotions that reportedly boosted downtown lodging and room tax revenue. She said the committee’s 2025 operating revenue was about $40,523 and that the committee shifted some spending toward marketing and away from direct grants this year to increase wider community impact.

Council moved and approved the Prescott Tourism Committee 2026 budget by voice vote. Laird said several awarded grants are awaiting event completion and reimbursement paperwork before funds are distributed (events such as WinterFest and a Saint Croix Stars 4-H Club event were noted).

What’s next: the committee will proceed with the rebrand and the marketing campaign beginning in January; the council’s approval allows the committee to continue grant reimbursements and outreach tied to the 2026 event calendar (topic intro SEG 590; topic finish SEG 806).