The Middleton Tourism Commission voted on three destination partnership requests during its Nov. 18 meeting, authorizing grant awards for an Ice Age Trail Alliance conference, a partial contribution to Stonehorse Green’s shading project, and the WISTCA (craft coaches association) event.

Ice Age Trail Alliance: The commission approved a grant consistent with the commission’s precedent of $10 per qualified room, not to exceed $5,000, for the alliance’s April conference at the Madison Marriott West. Amy Lord, representing the Alliance, said the conference is an annual membership meeting and expects roughly 500 attendees and about 330 room nights. Chair/staff said the award letter will explain that room nights must be in a qualified room block and will outline the post-event reporting process.

"This is our annual conference and membership meeting…we are getting to the size that we are limited on where we can host it," Amy Lord said, describing plans for the Saturday dinner and off-site tours.

Stonehorse Green shading project: Stonehorse Green requested $30,000 toward an estimated $65,000 shading and seating improvement to make the green more usable in warm weather and increase event attendance. Commissioners expressed concern that buying infrastructure can blur the line with the state statute (tourism dollars must be "primarily used by visitors") and debated precedent and amount. Staff noted prior support of about $55,000 for Stonehorse Green's construction across earlier grants.

Commissioners questioned a quoted price of about $2,000 per commercial picnic table (a $20,000 quote for 10) and whether the commission should fund infrastructure versus events. After discussion, the commission approved $5,000 toward the project and staff said they will follow up with a standard grant letter and explain accounting/timing options (staff intends to apply some of this year’s grant dollars to the work scheduled next year).

WISTCA: The commission approved a routine $5,000 destination partnership award to WISTCA for its February event at the Marriott, noting the group’s long-standing relationship with Middleton and the commission’s prior support.

Motions and next steps: Each grant motion was made and seconded on the record; staff will send formal award letters explaining reporting requirements, qualified room-block definitions and opportunities for free information tables at the supported events.