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Hayward Lakes tourism posts a record year; bureau director announces retirement
Summary
Hayward Lakes Visitors & Convention Bureau reported a record tourism year that the bureau estimates saves households roughly $660 in property taxes; director Sherry announced her retirement and said assistant Mindy Simons will take over next month.
Sherry, director of the Hayward Lakes Visitors & Convention Bureau, told the Sawyer County committee that 2023 was a record year for tourism and that tourism revenues reduce the typical household property tax burden by about $660.
Sherry reviewed 2023 room‑tax activity across municipalities: the Town of Round Lake showed the largest year‑over‑year increase at about 19 percent, Hayward was up roughly 3.8 percent, and the Town of Hunter—because figures lag by roughly six months—showed a large first‑quarter drop (about 43 percent) that the bureau warned will affect early 2024 receipts. Sherry noted first‑quarter room tax was down on average about 30 percent across room‑tax municipalities following an unusually severe winter.
She also reviewed how the bureau allocates room‑tax dollars in the county and cautioned the committee to brace for uneven near‑term returns tied to seasonal variation.
Sherry announced her retirement and introduced Mindy Simons as the assistant director who will report in her place beginning next month; the chair said Mindy’s formal appointment to Sherry’s regional seat will be on the next county board agenda.
Committee members thanked Sherry for her service. No formal action was taken beyond the planned appointment process.
