Middleton commission approves three‑year extension with Destination Madison despite reporting concerns

The Middleton Tourism Commission approved a three‑year extension of its agreement with Destination Madison at its June 17 meeting, but several commissioners said the contract does not include the level of reporting they wanted.

Staff said the city attorney reviewed the agreement and that the current draft includes more detailed marketing deliverables and a simple exit clause should the commission change direction following the organizational assessment. Commissioners noted they secured improved access to Destination Madison’s books in the new draft, and staff said some outdated items were replaced.

At the meeting one commissioner summarized a concern that remains: "I still think 70% is way too high," citing the revenue split and asking for a more equitable arrangement. Commissioners also pressed on whether some marketing details would be presented as a report or only as a presentation; staff said Destination Madison declined to change a presentation requirement into a written report.

A motion to approve the extension was made, seconded and approved. Staff said the agreement will go to finance and common council and that the contract’s simple exit clause means the commission could back out if the organizational assessment recommends a different path.

Commissioners said they expect DMO Pros to review the agreement during the organizational assessment and to identify potential changes to make reporting and deliverables more explicit in future agreements.