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New Berlin tourism commission approves $55,000 in grants, prioritizes tournaments and Fourth of July
Summary
After reviewing 24 applications (up from 17 last year), the commission approved a grant-allocation chart that sets 2026 grant funding at $55,000 and prioritizes events the commission believes generate hotel room nights, including sports tournaments and the Fourth of July celebration.
The New Berlin Tourism Commission approved a grant allocation plan Nov. 19 that sets the 2026 tourism grant pool at $55,000 and prioritizes events expected to generate overnight hotel stays.
Commissioners reviewed 24 applications — an increase from 17 last year — and discussed methodology that weights likely hotel-room generation. The Chair said the commission will continue to refine its validation of hotel nights but that events demonstrating overnight stays should be prioritized.
During the meeting the Chair read proposed amounts for multiple applicants, including a $6,000 allocation referenced for the Education Foundation, $7,250 for the New Berlin Heat, $7,250 for New Berlin Magic, $3,500 for a Pumas single event, $1,000 for veterans events, $1,300 for Junior Women’s Club, $1,000 for Fire Department events, $7,500 for New Berlin Recreation programs, and $5,500 for New Berlin Historical Society events. The Chair also read a figure stated verbally as “70,000” for Fourth of July events while also stating the overall grant total would be $55,000; that apparent numeric inconsistency was not resolved on the record.
Public commenters provided on-the-ground details that commissioners said informed their decisions. James Trino, a tournament organizer, told the commission he expected teams and families to produce overnight stays ("We averaged 12 players per team... we anticipate that most families will stay the 2 nights Friday night and Saturday night."). Megan Moore, speaking about Miss Wisconsin-related events, said the pageant requires a conference-style host hotel and estimated at least 500 room nights for the weekend.
After discussion and questions about fairness to smaller community events, the commission expressed a consensus to favor events with a demonstrable record of generating hotel stays. A motion to adopt the allocation chart "as discussed" was made, seconded and passed by voice vote.
Commissioners said staff will distribute awards and make any necessary adjustments before the events season. The commission also noted it will review the grant rubric and hotel-night validation procedures at an upcoming meeting to improve future allocations.
What’s next: staff will notify applicants of awards and update the grant ledger; the commission plans further review of evidence-based allocation criteria in January.
