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West Bend BID approves up to $6,000 to co-sponsor Discover Wisconsin segment
Summary
The West Bend Downtown Business Improvement District board voted to commit up to $6,000 from marketing funds to co-sponsor one segment of a Discover Wisconsin episode, with the Chamber already committed to a full segment; the package includes TV airings, streaming vignettes and social/podcast promotion.
The West Bend Downtown Business Improvement District board on Nov. 4 authorized up to $6,000 from BID marketing funds to co-sponsor a segment in a Discover Wisconsin episode, a promotional package that the city communications director said includes two TV airings, six streaming vignette videos and social and podcast promotion.
City communications director Callie, who presented the opportunity, said the package guarantees placement and a built-in audience: “You’re getting videos out of it, but what you’re really paying for with this opportunity is the reach, the guaranteed reach,” she said. She told the board a commitment would be needed by January to target a fall 2026 airing or, if the board preferred, to plan for the spring 2027 cycle.
The board heard that the vendor’s pricing breaks down to about $13,001.20 for one segment and roughly $52,000 for a full episode made of four segments. The Chamber has indicated it may underwrite one full segment; Callie said the BID was being asked to sponsor roughly half of a segment, hence the request for up to $6,000. Callie noted West Bend previously participated in a Discover Wisconsin episode around 2019–2020.
During discussion, members raised equity concerns about singling out individual businesses. One board member warned against a “play to play” dynamic if businesses could pay separately for featured spotlights; others emphasized preferring a holistic portrayal of downtown — the Riverwalk, festivals and the overall visitor experience — over a single-business focus. Board members also discussed timing and whether the spring run would better capture major events and stronger B‑roll.
A motion to authorize up to $6,000 from BID marketing funds to co-sponsor the Discover Wisconsin segment, with an explicit request to include Phil of the Downtown Association in coordination, was moved and seconded and approved by voice vote; no opposition was recorded on the audio transcript. After the vote Callie said she would represent the BID and “honor that investment.”
What’s next: Callie will continue outreach to potential partners (the Chamber, tourism commission and others) and return with final funding partners and a recommended run date; the board can revisit the decision at its December meeting if members want more time to review sample episodes and packaging.
