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Middleton tourism commission hires DMO Pros for organizational assessment
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Summary
The commission voted to hire DMO Pros to conduct an organizational assessment that will review Visit Middleton’s documents, partnerships and staffing and could lead to a strategic plan or a recommendation to become a nonprofit.
The Middleton Tourism Commission voted June 17 to hire DMO Pros to conduct an organizational assessment of Visit Middleton, a first step that could lead to a full strategic plan or a recommendation on whether the city department should convert to a nonprofit.
Commission staff said the commission issued an RFP, received three responses and selected DMO Pros for the assessment phase because of the firm’s process and local availability. Staff said the project would begin immediately if approved and that the assessment will review existing research, policies, staffing, budgets, sales data and partnership agreements, then schedule interviews, focus groups and partner meetings.
Terry White, VP of client services at DMO Pros, described the project’s first phase: "The first phase of our work as part of that assessment is to review all of the current documentation," adding that the firm would then schedule meetings and focus groups to shape recommendations.
Staff told commissioners the assessment is intended to identify "holes" in current research and to compare Visit Middleton’s structure with other destination marketing organizations. If the assessment recommends a different governance model, DMO Pros said it could help implement a transition and produce a three‑year strategic plan.
A commission member moved to approve the agreement to move forward with DMO Pros; the motion was seconded and approved. Staff said the contract language was reviewed with the city attorney and that, if approved by finance and common council, the work could begin as early as the end of the week.
The commission asked staff to supply existing data to the consultant (STR data and internal reports were specifically mentioned) and said the commission would expect follow‑up deliverables and a timeline for the assessment and any next steps.
The commission will receive the consultant’s findings in the months after the assessment and then decide whether to commission a full strategic plan or pursue organizational changes.
