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Visit Lincoln seeks biggest budget increase in years to secure major events
Summary
Visit Lincoln presented a proposed FY2026–27 budget showing a roughly 15.4% revenue increase and a larger spending plan driven by event bid fees to secure major tournaments and attractions; county staff said projections and reserves (about $5.9 million) support the plan but commissioners asked for clarifying details on spending priorities.
Visit Lincoln Vice President and Executive Director Jeff Maul told the Lancaster County Board of Commissioners on June 11 that the proposed FY2026–27 budget is the largest increase he has presented, driven mainly by higher bid fees required to secure large-scale events.
Maul highlighted summer events expected to bring significant visitor traffic to Lancaster County — the Savannah Bananas games, the National High School Finals Rodeo, USA Roller Sports Championships, USA Archery competitions and the Nebraska Ag Expo — and said those events justify increased spending for event promotion and recruitment. “Bid fees are often required by event organizers as part of the selection process,” Maul said. He added that Visit Lincoln reduced costs in travel, training, advertising and some billboard contracts to offset the new spending.
The presentation projected total revenues would increase approximately 15.4%, largely driven by lodging tax revenue and allocations for event bid fees; room tax receipts are projected up about 5%, Dennis Meyer, Budget and Fiscal Officer, said. Meyer told the board the Visitors Improvement Fund balance stood around $5.9 million as of May 31 and that the fund can support the proposed expenditures without significantly reducing reserves while preserving a target reserve near $2 million.
Commissioner Matt Schulte asked how closely actual results align with projections; Maul said Visit Lincoln expects to finish the current year very close to budget due to reimbursements and coordination with county staff. Commissioner Rick Vest questioned the substantial increase in sports event promotion expenditures; Maul responded that Visit Lincoln negotiates bid requests and maintains flexibility to pursue opportunities that arise during the year.
The board also heard that FY2026–27 will include the final payment related to the Lancaster Event Center agreement and that some recently approved projects are expected to move ahead quickly. Maul thanked the board for supporting tourism development initiatives and emphasized the local economic benefits expected from hosting large events.
