Hotel and industry representatives updated the commission on lodging performance and the tourism office presented revenue figures.

Hotel updates: Speakers said October occupancy showed mixed results (some comp-set hotels did not sell out on a weekend tied to a football game), average daily rate (ADR) measures improved in some comparisons, and group booking pace for the year ahead has fallen sharply — one speaker said their portfolio is only ~29% of the booking goal for the month versus a typical 60–70% at this point. Commission discussion attributed some pressure to roughly 550–600 new hotel rooms opening in nearby Madison and Fitchburg.

Revenue and budget context: Staff presented STAR metrics and reported that October occupancy was up 1.8% from last October but year-to-date occupancy was down 2.1%; ADR and revenue figures were reported as modestly positive in several measures. Staff noted $214,000 had been paid to Destination Madison through three quarters and that the tourism fund holds significant balance (staff referenced a multi-million-dollar general fund context). The commission discussed whether to use fund balance to support an additional staff hire and strategic investments; staff said the Destination Madison community-partner contract has three years remaining and that 2027 will reflect changes when the larger 2026 obligations shift.

Next steps: Staff urged commissioners to read the draft organizational assessment and to consider the assessment findings in upcoming strategic planning and contract-renewal conversations. The commission adjourned after routine business and holiday-party scheduling.