Manitowoc (WI) Tourism Committee Meeting – October 9, 2026

The Tourism Committee met to review discretionary room tax spending and gather recommendations for the 2027 Visit Manitowoc budget. Chair Paul Hoffman led the meeting; Courtney of Visit Manitowoc presented the budget context and took suggestions. Attendees included Amy Meyer, Haley Remel, Chad Harrington, and Kevin Cullen. Jackie Salazo, Samantha Hamill, and the mayor were absent. Sue Keppi, the new admin, was introduced. The committee had a quorum.

Consent Calendar

• The committee approved the previous meeting's minutes by voice vote, with no opposition.

Room Tax and 2027 Budget Context

• Courtney explained that the committee's role is to recommend discretionary room tax expenditures to the Room Tax Commission, which oversees the tourism budget. Visit Manitowoc's budget is due to the mayor and finance department on August 21, and the Room Tax Commission will act on it the first Tuesday of October.
• Room tax revenues have averaged about $725,000 per year, while the city budgets conservatively at $700,000. 2026 collections are currently trending above 2025, with each month a few thousand dollars ahead; the new Hampton hotel is adding to overall collections rather than merely shifting business.
• The room tax reserve is roughly in the $800,000 range, and council has committed that all room tax revenue must be spent on tourism, unlike municipalities where 30% can go elsewhere.
• Historical discretionary or miscellaneous spending ranged from about $5,000 to $12,000 per year for opportunities such as the Milwaukee Morning Blend; some of those items have since become regular budget line items.
• The 2027 budget will look different: salaries are lower, visitor guides are being split with Two Rivers into a more Manitowoc-centric guide planned for two to three years, and the department is still determining the long-term home for Visit Manitowoc.

Office Space and Future Home

• Courtney said the current location is a great spot but no longer fits the team: two full-time staff, the new admin, a seasonal employee, another seasonal job description not yet filled, and the farmers market manager and supplies. She is setting up an additional workstation before Erica returns from maternity leave.
• The Room Tax Commission previously approved about $12,000–$13,000 for Abacus plans and a survey for green space between Shipbuilders and the city parking lot next to the Maritime Museum. Courtney is waiting for direction on whether to continue that project, pursue another downtown purchase, or consider financing; the city prefers owning over renting.

Marketing, Sales, and Group Business Recommendations

• Committee members emphasized investing in sales capacity and face-to-face conference recruitment, especially after staffing gaps this year. Courtney said she is exploring Circle Wisconsin sponsorships, the NTA Exchange in Madison next year, CRM lead follow-up, and pre- and post-fam tours.
• On fam tours, Courtney said 2026 had many cancellations, especially in late spring and early summer; the department is shifting to smaller, customized tours instead of large general tours to reduce last-minute cancellations.
• Members suggested creating conference or group-tourism support grants—not necessarily bid fees—to attract groups such as a 250-person conference. Kevin noted that multi-day conferences often generate museum-to-museum touring and other local spending, and he supported looking closely at this idea.
• Haley Remel suggested the city support or join MPI, Meeting Planners International, Wisconsin chapter; Farm Wisconsin has applied to host an MPI event. Courtney said MPI membership was discontinued when underutilized but is something to add for 2027.
• A member proposed a hop-on/hop-off trolley on peak days connecting outlying attractions, similar to Sheboygan or Fox Cities. Courtney said Hilbert Trolleys has been a good partner and the idea is fun and visual.

Photography, Video, and Paid Media

• Members asked for marketing assets showcasing attractions beyond downtown. Courtney said photography and video are likely the largest recurring marketing increase for 2027; after a major investment in 2023, this year included an eight-hour shoot plus farmers market and sand-sculpting shoots. She is waiting on quotes.
• Courtney reported paid media success: the Milwaukee Morning Blend, Travel Wisconsin co-op marketing averaging about $15,000 per year, out-of-state broadcast co-ops in Minneapolis this year and Chicago and Des Moines in prior years, and WTMJ radio segments. Several visitors said the Minneapolis segment prompted their July trip.

Discover Manitowoc Grants

• The Discover Manitowoc grant pool has been $40,000 per year, and requests have been roughly double the available amount. Members discussed adding a separate meetings or conference grant, expanding the existing grant, or adding an enhancement or sustainability category for established events such as 15-year-old Civil War reenactments and anniversary events drawing visitors from 10 states.
• In old business, grant recipients appreciated the funds, while some non-recipients continued to express need; one member credited Discover funding and Facebook ads with increased food truck rally attendance. A member suggested recommending an increase in the grant program, possibly to $50,000, and Courtney said she would add that to her notes.

Key Outcomes

• Minutes approved unanimously.
• The committee will forward its 2027 recommendations to the Room Tax Commission, including conference and group support, MPI membership, trolley and attraction connectivity, photography and video investment, and Discover Manitowoc grant changes or an increase.
• No formal vote was taken on budget recommendations; the discussion will inform Courtney's budget submission due August 21, with Room Tax Commission action scheduled for the first Tuesday in October.
• The next committee meeting is set for December 9 at noon in the hearing room, focused on 2027 goals and visioning.
• A member volunteered to help refine the grant process; Courtney noted the grants typically launch in January.
• The meeting adjourned by unanimous voice vote.