Monona tourism commission hears Discover Monona budget request, delays funding decision for next week

The Monona Tourism Commission on a virtual meeting reviewed 2026 room-tax revenue estimates and heard detailed funding requests from Discover Monona and several event organizers, but deferred any final allocations until a follow-up session next week.

Staff summarized the 2025 finances and said the commission's 2026 allocation from room tax is currently estimated at about $406,000; staff added the exact figure will be provided by the state "in the next week or two." Commission staff said last year's carryover and expenditures were included in the packet for review.

Christine, representing Discover Monona as the city's tourism entity, presented a year-end report and a request that reduced some line items from last year. "Last year, we asked for $95,000 for staff and administration. This year, we're only asking for $86,000," Christine said. She also said Discover Monona requested $20,000 for the tourism-entity line (down from $30,000) and outlined planned uses including a year-long media campaign, the Monona guide mailings, website hosting and upgrades, photography, and proposed long-term investments such as taking on B-cycle station responsibilities and a 50/50 kayak/paddle rental kiosk.

Commissioners pressed for evidence that the requested funding would produce overnight stays. "If you look at the statute, it's getting heads and beds," one commissioner said while questioning how to prioritize awards. Christine said Discover Monona tracks hotel stays and other metrics and noted that much of the organization's work and some staffing hours have been provided without charging the commission. "We have been providing all these services for free," she said, adding Discover Monona is pursuing sponsorships and other revenue options.

Representatives of individual events and organizations also presented brief summaries of their proposals. Ryan, organizer of the Lake Monona 20K, said the event is focusing its request entirely on marketing to attract out-of-state participants and reported a roughly 15% increase in registrations year-over-year and attendees from 17 states. Lizzie from the Aldo Leopold Nature Center requested funding for wedding/private-event rental support, signature public events and a new "Camp Aldo evenings" series; she asked for partial staff support (50% of the event coordinator) and marketing. Kara of Friends of San Damiano described plans for "Concerts on the Shore," partnerships with regional groups and artist/production costs she estimated in the $7,000-'$8,000 range per act.

Technical problems curtailed one presenter (Harry Whitehorse festival), and commissioners agreed to bring festival organizers back with a more reliable connection or in person.

Because the aggregate requests substantially exceed the expected allocation, commissioners agreed to hear presentations but not make award decisions at this meeting. Staff (Neil) was asked to schedule a follow-up meeting early next week and to draft a multiyear (non-dollar) agreement template for the tourism entity. Commissioners discussed options for allocation policy, including separate pools for nonprofit versus for-profit applicants, local-match or marketing-only eligibility, caps per applicant, and fewer application cycles.

Two procedural motions recorded in the transcript: approval of the meeting minutes at the start of the session and a motion to adjourn at the end; both motions were adopted as recorded in the meeting.

The commission expects to meet again early next week (staff said a decision could be reached by Friday of next week) to finalize funding allocations and any new application criteria.