Visit Middleton reports modest revenue gains, $4M+ fund balance and plans to buy a hybrid vehicle

At the February meeting the tourism office presented its 2025 annual report and marketing highlights, reporting $2,326,677 in room tax revenue for 2025, a net revenue over expenses of $426,080 and a tourism fund balance reported as "over $4,000,000." Staff said those reserves reflect a multi‑year recovery from pandemic impacts and recommended maintaining roughly two years of operating costs in reserve per state guidance.

The office also summarized marketing and visitor tracking work. Staff said they distribute a printed visitor guide (9,000 copies last year), use Placer AI to estimate visitation (staff reported a Placer count of about 12,400,000 visits in 2025 excluding Madison), and noted streaming and video metrics (roughly 6 million completed streaming video views). The office reported $89,622 in tourism grants awarded in 2025 and described upcoming investments, including a $60,000 statewide campaign planned later in the year.

Separately, staff said the department’s work vehicle has been totaled and that the City’s sustainability policy requires electric or hybrid purchases; given charging infrastructure constraints staff prefer a hybrid mid‑size SUV that fits three or more passengers plus cargo. The office said it budgeted approximately $47,000 for a replacement out of the tourism fund balance and will coordinate with the city administrator and finance director on procurement; commissioners volunteered to assist with research.

Staff asked the commission to continue focusing grant awards on marketing and measurable tourism development, and to require solid marketing plans for events seeking seed funding. The annual report and full data will be posted online for public review, staff said.