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Visit Brainard director previews rebrand, 2026 budget and a $25,000 visitor‑data proposal
Summary
Visit Brainard executive director Mary Deian Johnson told the Baxter City Council she plans to rebrand the destination organization as "Visit Brainer Baxter" in January 2026, previewed a preliminary 2026 budget and described a $25,000‑a‑year proposal from Zartico for municipal‑level visitor economic data.
Mary Deian Johnson, executive director of Visit Brainard, told the Baxter City Council that the destination marketing organization will rebrand as "Visit Brainer Baxter" in January 2026 and presented a preliminary 2026 budget and strategic plan.
Johnson said Visit Brainard operates with a small staff (about 2.5 full‑time equivalent employees) and that most of its spending goes to programming, marketing and advertising. She outlined a simplified 2026 budget that estimates about $485,000 in lodging tax revenue from Baxter and roughly $20,000 from Brainer, with operations and advertising forming the largest expense buckets.
The organization proposes a gradual…
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