La Crosse Center Board Meeting Highlights Financial Challenges and Black History Month Event - February 17, 2026

On February 17, 2026, the La Crosse Center Board convened to discuss operational finances, room tax allocation, deferred maintenance, and upcoming events. The board approved routine items and heard a detailed presentation from center staff on revenue challenges, fixed costs, pricing strategies, and a request for future subsidy consideration.

Consent Calendar

• Approved minutes from the previous meeting by unanimous voice vote (motion by Barbara, second by Dave).
• Approved the liquor expense report by unanimous voice vote (motion by Barb, second by Scott).

Discussion Items

• Black History Month Event (February 28, 2026): Staff announced a free community event at the La Crosse Center, featuring RB Live (a Milwaukee band), soul food catering by Press Break, and educational displays from UWL’s African American studies department and La Crosse Public Library (highlighting local Black history). The event will also honor Swayvo Twain, son of the late Angie Stone and D’Angelo, on his birthday. Over 400 people have registered. A partnership with WXOW Channel 19 will provide media coverage.
• Room Tax Allocation History: Jared Flick presented data showing that the center’s share of room tax dropped from 35% (approximately $878,000 in 2017 and $939,000 in 2018) to 13.3% (approximately $518,000 in 2023) following a 2019 city ordinance that increased the overall room tax from 8% to 9.5% but reallocated less to the center. The center’s allocation has remained near $500,000 annually through 2025.
• Operational Financial Challenges: Jay (center director) reported fixed annual costs of $657,500 before any events: $435,000 in utilities, $110,000 for a Johnson Controls contract, and $112,000 in property/liability insurance. Despite revenue exceeding $7 million in 2025, expenses are rising at a similar pace. The center’s rainy day fund, built from a ~$2 million Shuttered Venue Grant, is nearly exhausted.
• Johnson Controls Contract: Josh and Matt highlighted that the center pays $110,000/year for solar panel and LED lighting upgrades, but solar savings only amounted to ~$124,000 in total over 5+ years (~$50,000 in 2025). Board members criticized the contract as a poor investment and suggested exploring early termination or intergovernmental cooperation with La Crosse County.
• Food and Beverage Pricing: Jay Breyer explained pricing strategies, noting that despite national cost increases (8% for goods, 4% for labor), the center faces 18% and 25% increases respectively. Sponsorships with local vendors (e.g., Festival Foods, Gillette Pepsi) helped boost sales: bratwurst sales doubled to 3,804 units in 2025, and branded water sales rose 12% to 33,450 units.
• Community and Internal Events: Elizabeth highlighted free community programs hosted at the center, including the Back to School program (serving 937 kids in 2023), Thanksgiving dinner (3,100 meals in 2025), and training for police/fire departments. The center does not charge city departments for use of space.
• Staffing and Future Plans: Jay noted the center has added staff but remains below industry standards. He recommended that the city establish a subsidy or carryover reserve fund for 2026–2028 to provide a financial cushion, similar to the Shuttered Venue Grant. He plans to bring a resolution to the Common Council.

Key Outcomes

• Approved minutes and liquor expenses.
• Board members and visiting councilors raised concerns about the Johnson Controls contract and urged renegotiation or termination.
• The board requested Jared Flick to compile comparative data on room tax allocations and subsidies for competing venues (e.g., Monona Terrace, Rush Center) for future presentations.
• Jay confirmed he will present a formal request for a subsidy/reserve fund to the Common Council in the near future.
• The meeting adjourned with no further votes or formal decisions on the financial proposals.