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County reviews tourism and expo finances as branding rollout is delayed
Summary
Cowlitz County staff told commissioners that a one‑time transfer from a closed cumulative reserve plus other transfers left tourism and expo funds with healthy balances while a newly formed tourism alliance prepares a branding rollout moved from March to April.
Cowlitz County commissioners heard an overview of tourism and expo‑related funds and a status update on a new regional tourism alliance.
Sean (county staff) told the board the county collected just under $500,000 in tourism tax revenues in 2025 against a $590,000 budget and that other financing sources, including a $914,000 transfer from a closed cumulative reserve fund and a $60,000 Stadium/Convention Center transfer, left a current cash balance of roughly $1.4 million for tourism programs. He also noted a $45,000 transfer from tourism to the Expo Center fund.
Kim Milka, introduced to the board for the presentation, outlined how the county and local partners are retooling tourism marketing after fragmented efforts since COVID. Milka said the county convened an "alliance"—a small core group with a broader work group and extended collaborators such as chambers, the Forest Service and neighboring cities—to identify shared assets and unified marketing strategies. "We need everyone," Milka said, describing plans to hire a consultant to analyze what has worked, propose branding options and roll out a coordinated approach. She said the consultant delivered logo options and that the public rollout was moved from March 19 to April due to timing constraints.
The board also discussed the structure of LTAC grants. Milka explained the county offers a $50,000 annual small marketing grant and a biennial large grant that can fund structural, tourism‑related projects; applications are reviewed by the LTAC committee before recommendations come to the board.
Commissioners asked about the history and purpose of the reserve money transferred into the tourism fund; staff said the reserve originated as set‑aside debt service and tourism facility development funds tied to earlier Halstead Bluffs financing and that the transfer followed formal closure of that reserve.
Next steps: staff will proceed with the alliance's branding work and a public presentation to the board and partners when scheduling allows.
