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Destination Muncie reports record innkeeper tax receipts and expanded marketing reach
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Summary
Destination Muncie told commissioners it saw record innkeepers tax collections in 2025, increased web and social metrics, and a new 20‑year strategic plan; the commission holds roughly $1.7M in reserve and asked for three board reappointments to maintain full membership.
Jared Walls, president of Destination Muncie (Delaware County Travel and Tourism Commission), presented the commission’s 2025 highlights and strategic priorities.
Walls said 2025 produced a record for innkeeper tax collections (an 8% increase year‑over‑year) and that Destination Muncie diversified revenue by selling $50,000 in ad sales for the upcoming experience guide with an $80,000 target for 2026. He credited digital marketing and a fractional chief marketing officer arrangement with Intersection for major gains: website sessions and social metrics were substantially higher than the prior year and newsletter open rates rose sharply.
Walls reported the commission’s cash position: roughly $50,000 in checking on the commission side, a $1.7 million reserve held in the Hoosier Fund, and about $350,000 in Visit Muncie Inc. checking. He described partnerships with local events (Ironman), the Greenways and Blueways map project, and new digital passport tools (BandWingo) used to create visitor engagement. The commission recently completed a strategic plan with 44 goals and more than 400 tactics intended to guide a 20‑year horizon.
Commissioners asked about reappointments; Walls said three reappointments would return the commission to full staffing. No formal action was required at the meeting.
