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Middleton hotel metrics show mixed signals; commissioners discuss event spillover
Summary
At the Jan. 21 meeting commissioners heard that December RevPAR index was 102 and that Middleton's December occupancy was 34.1% (up from last year); ADR was down about 2.1% year over year. Commissioners discussed potential spillover from major events including Coldplay and the NFL draft.
Commissioners received an industry update at the Jan. 21 Middleton Tourism Commission meeting that showed mixed hotel performance and uncertainty around large upcoming events.
Hotel staff reported a December RevPAR index of 102, which they said was the metric the commission had been watching. The report to commissioners said Middleton's December occupancy was 34.1%, up 8.6% from the prior year, and year-to-date occupancy was up 8.3%. Staff also reported that average daily rate (ADR) in December was down about 2.1% and year-to-date ADR was down about 3.3%.
Commission discussion covered the possible effect of major events on lodging demand. Commissioners noted that the Coldplay concert sold out quickly and had a measurable immediate effect on reservations, and they discussed uncertain spillover from the NFL draft and other concerts at Camp Randall. Hotel staff said some months of transient reservations on the books were roughly double compared with the same time last year, but cautioned that event-driven nights (for example, single large concert dates) can skew short-term projections.
Staff said they plan a full 2024 revenue and finance report at the February meeting and will present final revenue numbers when available.
