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Tourism commission reviews April performance; RFP responses for strategic plan under budget
Summary
Commissioners reviewed April STR/STAR hotel metrics showing April occupancy up 4.2% year-over-year and RevPAR up 12.3% for April while year-to-date occupancy remains down; staff reported three RFP responses for a strategic plan and expects an implementation budget in the next fiscal cycle.
Middleton — On May 20 the Middleton Tourism Commission reviewed the April STAR performance report and received an update on a pending strategic-plan procurement.
Staff summarized April metrics: citywide occupancy was up 4.2% compared with last April, average daily rate (ADR) was up 7.8% for April, and RevPAR for April was up 12.3%. Year-to-date occupancy through April remained down 4.3% because of a weak first quarter, staff said. “Occupancy for this April compared to last April ... we were up 4.2%,” staff reported, and added that year-to-date comparisons still showed a shortfall against last year.
Commissioners discussed possible causes, including calendar shifts for major events such as EPIC and graduation timing. Staff said Destination Madison will deliver a one-time annual overview using Xartico data (in addition to the commission’s existing Placer.ai tracking) but confirmed DM cannot provide filled-room-block reporting; staff said the commission will draft alternative measurement language for the contract.
On the strategic plan, staff said the commission received three proposals in response to an RFP, has interviewed all three and is checking references. Two proposers came in under the commission’s budget estimate. Staff expects to bring a contract forward in June and to begin work in July with a goal of receiving a completed plan by year-end.
What’s next: staff will refine reporting language for the Destination Madison agreement, assemble a recommendation on the strategic-plan vendor for June, and incorporate implementation funding in the next budget cycle.
