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Nelson Tourism Commission approves three small grants to support events and marketing in Middleton area
Summary
On Jan. 20 the commission approved a $3,000 tourism marketing grant for an international reunion at the Middleton/Marriott, a $1,000 marketing sponsorship to the Wisconsin Broadcasting Association and a $5,000 grant to the Wisconsin Library Association conference.
The Nelson Tourism Commission approved three tourism grants and sponsorships during its Jan. 20 meeting, voting to fund events and marketing that commissioners said help bring overnight stays and local spending to Middleton-area businesses.
Approved items: The commission approved a $3,000 tourism marketing and development grant for the IgboBi College North American branch’s June reunion at the Marriott (organizers anticipate about 200 attendees and 145 contracted room nights). Staff noted the grant can be used for AV, speaker fees and travel within the program’s allowable expenses and will require a post-event report on final room counts and outcomes. "If we were to award the full 3,000, they absolutely would have the expenses to use it," a commission member said during the discussion.
Sponsorships and other grants: The commission also approved a $1,000 marketing sponsorship for the Wisconsin Broadcasting Association’s Awards for Excellence dinner at the Marriott; staff said the event generates banquet revenue even if it does not produce many overnight stays. Finally, the Wisconsin Library Association’s October conference received a $5,000 tourism development grant; commissioners noted the WLA has exceeded its contracted hotel block in prior years and that this will be its third year receiving a grant at that level.
Why it matters: Commissioners described the grant program’s stated goal of attracting new or growing business to the area. Staff said the tourism marketing and development grant can be sized above the $10-per-room guideline for first-time or strategic events. In the IgboBi College discussion, commissioners asked whether the event represented long-term repeat business; organizers said this is the first time the reunion is being held in Wisconsin and many visitors will extend their stay beyond the core event days.
Follow-up: Staff will send award letters that include post-event reporting requirements, such as final room counts. Commissioners discussed keeping clear application categories for partnership versus room-night-based grants to reduce applicant confusion in the future.
Quote: "You guys have been approved for a $3,000 grant. I will follow-up with a letter, and that letter will have a criteria for a post event report," a commission member said after the motion carried.
