Mama Rosa sculpture drew more than 174,000 visitors and roughly $12.3 million in economic impact, tourism chair says

Dan Underberg, chair of the Wauwatosa Tourism Commission, told the City’s Community Affairs Committee that the Thomas Dambo installation known as "Mama Rosa" and a slate of arts and culinary events drew substantial regional attention in 2025 and produced measurable economic benefits for Wauwatosa.

"The bold number $12,300,000 in economic impact from this one significant sculpture," Underberg said, summarizing figures the commission compiled for June–December 2025. He told the committee that more than 174,000 visitors came to Firefly Grove Park and related programming and that visitors came from 48 states.

The tourism presentation framed the work as strategic investment: Underberg said 65% of visitors to Mama Rosa were from outside Wauwatosa and that visitor spending tends to concentrate in accommodations (71% reported spending on lodging), retail (13%), restaurants (12%) and arts and entertainment (27%). The commission has positioned Wauwatosa as an arts destination and highlighted events such as Art 64 and Tosa Restaurant Week as drivers of off‑season visitation.

Underberg also reported that Art 64 drew nearly 12,000 attendees in 2025, with artists from 14 states and the first international participants; the festival recorded 12,015 votes for its contests (a 27% increase over 2024) and the commission estimated a $656,691 economic impact for that two‑day event. The presentation credited other activations—such as the Heat Haven saunas—for bringing visitors to Firefly Grove Park during winter months.

Members of the committee asked about data and equity. BJ Ermance of the Commission for People with Disabilities asked whether the commission had numbers on how accessibility improvements would affect visitation. Underberg replied that accessibility is a focus for future planning but that the commission did not have specific projections and welcomed partnership with the disabilities commission.

Committee members also discussed marketing and regional partnerships. Underberg said the commission expects to deploy additional marketing dollars in 2026 and noted that other Thomas Dambo installations opening nearby may encourage multi‑stop visits that could benefit Wauwatosa. He urged coordination with local business improvement districts and the city’s communications efforts to integrate messaging and maximize local benefit.

The Community Affairs Committee accepted the presentation and moved on to the next agenda item; there were no votes taken on tourism funding or policy during the meeting.