Laura Nelson of VISIT Milwaukee presented an update for Engage Franklin, outlining 2025 activity and plans to develop a stronger visitor strategy.

Nelson highlighted recent wins: a Snow Bonnet event that produced 77 room nights and rebooking interest, ongoing basketball tournaments hosted by DY Sports, a Root River Classic modeled after a Green Bay event, and emerging work on a pickleball tournament tied to Lion Legend Park courts. She stressed the need for stronger measurement, saying the commission “needs to track our room nights better” and proposed booking-pickup reporting with hotel partners to quantify overnight stays and calculate return on investment.

Nelson said Engage Franklin is pursuing partnerships and grants, including applications through the Wisconsin Department of Tourism, and that staff will continue facilitated strategic work with the tourism commission. Councilors thanked her for the presentation and asked that an economic impact report be re-sent to the clerk and distributed to elected officials.

What happens next: Engage Franklin will follow up with the economic impact report, pursue grant opportunities and work with hotel partners on a booking-report process to measure event-driven room nights.