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Platteville Regional Chamber reports modest decline in room-tax growth, outlines 2025 outreach
Summary
Wayne Lodars, executive director of the Platteville Regional Chamber, told the Common Council 2024 room-tax revenue ended about 9% below the previous year and reviewed marketing efforts — from national publications to QR-code visitor guides — to boost visitation in 2025.
Wayne Lodars, executive director of the Platteville Regional Chamber, told the City of Platteville Common Council that steady growth in room-tax revenue "have begun to taper off," but that the Chamber finished 2024 "only 9% down." He said quarter-level declines early in the year were roughly 14% and 13%, and that full results and supporting data were included in council packets.
Lodars outlined the Chamber's marketing strategy and partnerships: placements in Great River Road materials and other regional guides, a last‑minute insertion in the Brewers yearbook (which he said has a distribution of about 750,000), collaborations with neighboring chambers and publications, and a historical driving tour map designed by Dina Nejkash that lists local sites. He described digital efforts as well, including 30‑second video spots on the Chamber's Discover Platteville Facebook page and a QR‑code hotel check‑in sign that directs visitors to dining, attractions and events pages so front‑desk staff need not maintain a paper calendar.
The presentation also highlighted community programming the Chamber supports, such as Taste of Platteville and a related pickleball tournament, an art scavenger hunt with about 44 pieces, and a planned April program on accessible outdoor recreation featuring speakers from the Department of Natural Resources and demonstrations of constructed wheelchairs for trail and boat‑launch access.
On financials, Lodars said the Chamber's portion of room‑tax funds for promoting tourism was $140,787 while the city received $56,800. He told the council the Chamber will continue marketing efforts it finds successful and discontinue less effective placements, and he expressed optimism for 2025. Council members praised the Chamber's inclusiveness and partnership with city staff.
The Chamber's 2026 guide and hard copies of publications are in the council packets; Lodars said hard copies are available on Barb's desk for those who prefer paper.
