La Crosse Center Board Meeting Summary – March 17, 2026

The La Crosse Center Board met at 4:00 PM on Tuesday, March 17, 2026, in Council Chambers. Staff presented year-end financial results, the 2027–2031 capital improvement plan, and updates on operations, sales and events, food and beverage, and Explore La Crosse. The board unanimously approved the prior meeting minutes, liquor expenses, and the five-year capital projects plan.

Consent Calendar

• The board approved the minutes from the previous month's meeting by unanimous voice vote.
• The board approved agenda item 26-0277, the request to approve liquor expenses, unanimously.

Discussion Items

Financial Updates (26-0278)

• Alix Talbot reviewed December and full-year 2025 financials. December revenue totaled $664,497, including $96,000 in room tax after Explore La Crosse's share, $30,000 in facilities revenue, $1,700 in miscellaneous revenue, plus food and beverage, production, and convention services activity. No transfers into the surplus account occurred in December.
• Expenses included security, advertising, electricity of about $31,000 with $18,000–$21,000 for November and December, operating supplies, F&B limited-term employee salaries of $29,000 and tips of $9,700, operations LTE salaries of $8,600, temporary labor of $2,840 for Holiday Fair teardown, and repairs such as a cooler, ice machine, window cleaning, and a new plow edge. Water, sewer, and storm water showed negative amounts because of an overpayment corrected at year-end; operating supplies also showed a negative amount because F&B inventory was reduced by $56,000 through efficiency.
• December finished $39,607 under before the annual JCI payment and $149,000 under after the $110,000 JCI payment.
• Full-year figures included room tax of about $518,000, down from about $550,000 the prior year; facility rentals averaging about $36,000 per month; production revenue averaging about $191,000 per month; food and beverage averaging about $161,000 per month; and convention services about $20,000 per month. Sponsors included Chick-fil-A, Pepsi, La Crosse Beverage, Carb List, Ticketmaster, Marine Credit Union, Yay Phillips Beverage, Bacardi, and Festival Foods.
• The year ended $245,106 under, or $135,106 under without the JCI payment. Staff confirmed the surplus account is depleted. A board member asked what would happen if 2026 came up short; staff said they are working with the finance department to determine the needed annual transfer, noted the building's performance varies by event mix, and cited a report projecting the building would lose money for five years.

Capital Projects (26-0279)

• Josh Krenz presented the 2027–2031 capital improvement plan, which will go to the Planning Committee and City Council after board approval. Projects include technology infrastructure upgrades of $50,000 per year from 2025 through 2031; South Hall restroom renovations and sound system upgrades in 2026; HVAC upgrades and South Hall ballroom carpet replacement in 2027; South Hall concrete/terrazzo restoration in 2028; arena locker/dressing room HVAC in 2029; freight elevator and escalator upgrades in 2030; and Riverside carpet and Skywalk rooftop air handler replacement in 2031.
• The 2025 South Hall door replacement was completed for code compliance. The chiller replacement bids have returned, with installation expected to begin in April 2026. A temperature-controlled basketball court storage room was discussed; a new court is estimated at $180,000–$250,000. Staff said the wrestling video wall cost $30,000 to rent, and a $500,000 purchase is currently planned for 2029 but may be moved up to 2027 as numbers are refined.
• The board approved the 2027–2031 capital projects unanimously.

Operations (26-0280)

• Josh Krenz reported the chiller replacement installation is expected to take about one month and start in April before cooling season. South Hall restroom renovation is scheduled to start at the end of June. The arena locker-room water heater will be replaced after the Warrant concert and before Bob Dylan. A fire curtain needs repair by a certified specialist; the closest company found is in Lake Geneva.
• Staff proposed a chiller service agreement and overhaul funding option for the larger chiller, covering inspections, calibrations, performance reporting, and a complete overhaul. Bundling would provide discounts and spread costs over time. Staff will check for Focus on Energy rebates and report back next month.

Sales and Events (26-0281)

• Kourtni Alcock reported February had 10 events, about $236,000 in revenue, 7 dark days, and about 16,500 attendees. Highlights included State Palms, the Sports Show with more than 7,000 people, Winter Roots, and Black History Month.
• WIAA Team State wrestling generated positive feedback and record attendance in the first expanded-field year; next year adds 8 girls' teams. Future bookings: 2027 has 28 confirmed and 38 tentative events; 2028 has 14 confirmed and 35 tentative events; 2029 has 8 confirmed and 38 tentative events. There are 187 dark days in 2027.
• Upcoming shows include Warrant/Firehouse, Filterfinger 11, and Bob Dylan. Dylan is near sellout with only 300-level tickets left and is outperforming promoter expectations; Warrant/Firehouse is overperforming expectations; Josh Turner sold about 2,000 tickets as expected. About 10–12 bookings have come from the closure of the Waterfront. Volunteers are needed for box office/ticket taking and the Yondr phone-pouch process for Bob Dylan.
• Marketing analytics for February: Google Ads had 120,000 impressions, 2,700 clicks, a 2.25% click-through rate, 18 conversions, and a 0.66% conversion rate; Meta ads had 141,000 impressions, 10,000 clicks, and a 7.64% click-through rate. Staff said both outperformed typical benchmarks. Intern Mark will present full 2025 marketing analytics at the next meeting. Megan Schwartz, a new full-time sales team member, handles corporate and wedding sales.

Food and Beverage (26-0282)

• Kate reported State School Darts gross revenue was up about 15% from last year, partly due to a beer price increase from $5 to $6; new beverages included Carbless and PBR Light. The Chamber of Commerce event featured a Bacardi mojito and champagne wall, and WIAA Team State featured a new dirty soda option with positive return.
• Upcoming food and beverage plans include a cherry cocktail for Warrant/Firehouse tied to Warrant's "Cherry Pie," a champagne wall for a Saturday wedding, and a new concession stand called "On the Rocks" offering classic cocktails and wine, with mocktails and slushies for events such as wrestling and palms.
• Board member Angela Seeger praised the food and beverage team's work at the Chamber event and noted the non-alcoholic options were important to Mayo.

Explore La Crosse (26-0283)

• Eric Sjolander reported city hotel occupancy was flat for the year and ADR (average daily rate) was down approximately $2.75. February occupancy was down about 2%, while ADR was up about $1 year-to-date.
• Circle Wisconsin will be held April 18–21, with its marketplace at the La Crosse Center and about 150 group travel planners expected for one-on-one appointments. A meetings and conventions committee has been formed with nine representatives from venues and hotels; the first meeting is planned next week, then bi-monthly.

Key Outcomes

• The board unanimously approved the prior meeting minutes, the liquor expenses request, and the 2027–2031 capital projects.
• No items were raised for future agendas, and the meeting adjourned early for St. Patrick's Day.