By Kim McDarison
The Fort Atkinson City Council received Tuesday an annual Chamber of Commerce Tourism Report and budget update.
Tourism and Marketing Manager Katie Carey began her presentation by sharing the Fort Atkinson Area Chamber of Commerce Tourism Department’s mission statement, which, she said, is to promote the city, its attractions and events, while positively impacting the city’s economy and quality of life.
Sharing the history of the city’s room tax, Carey noted that since 1998, the city has collected 5% on gross receipts, with 28% of total funds collected used by the city for tourism-related improvements and 70% used to fund the chamber’s tourism department. Two percent is returned to the hospitality venue owners from whom the tax is collected to help offset administrative and recording costs associated with reporting the fee.
State law requires monies gained through room tax must be used for tourism promotion and development, targeting transient tourists who are likely to spend the night in one or more lodging establishments. Statutes further require that an annual report, showing room tax expenditures, must be provided to the local tourism commission and filed with the state Department of Revenue by May 1.
Citing data from the Wisconsin Department of Tourism, Carey provided an economic impact overview for the state and Jefferson County.
In 2019, Carey indicated, tourists were responsible for an “overall increase in local spending, total business sales, tourism-related employment and labor income.”
Statistics In 2020 are still being researched, she said, but, she added, “a substantial change,” resulting from COVID-19 was a likely prediction.
Last year, she said, the Fort Atkinson Chamber of Commerce “received significantly less in quarterly room tax payments.” She cited reduced travel and hotel stays, and businesses that had closed as among causes for the reductions.
In order to preserve funds, the tourism manager position was reduced to part-time status for seven months. The position resumed operating full-time after the chamber received a $27,739 TRAVEL (Tourism Relief to Accelerate Vitality and Economic Lift) grant from the Wisconsin Department of Tourism.
Pointing to a “2020 Budget and Project Summary,” Carey said total room tax revenue in 2019 was $129,347. In 2020, $63,883, or approximately 50% of the previous year’s tax revenue, was collected.
“Despite working with a largely reduced budget, the tourism department continues to promote Fort Atkinson to local residents as a place to safety explore close to home and to more transient tourists as a destination once safe travel is able to resume,” she added.
Carey outlined tourism efforts made in 2020, including:
- Creating content for the Jefferson County Tourism Guide. Carey said Fort Atkinson businesses represented the largest number of advertisers in the publication, which, she said, could be credited, in part, to the tourism budget underwriting a portion of advertisers’ costs.
- Posting content to the Jefferson County Tourism Council’s Instagram page.
- Organizing a virtual premiere of Fort Atkinson’s Discover Wisconsin episode in May of 2020. The partnership included features on Discover Wisconsin’s social media and an upcoming giveaway is scheduled to take place this year. The episode collected nearly 25,000 views on Facebook and YouTube, Carey said.
- Increasing the number of followers on several social media platforms, including Facebook, Instagram and LinkedIn.
- Increasing shopping, dining and recreational activities using a five-month “Summer Survival” campaign.
- Refreshing with new photographs and content the biennial “Quality of Life” and “City Map” publications.
- Using social media to promote new COVID-19 guidelines affecting the Fort Farmers Market.
- Promoting Fort Atkinson-based manufacturers using a two-week promotion and competition called “Coolest Thing Made in Fort.”
- Creating a COVID-19 “resource toolkit” made available on the chamber’s website and focusing on providing healthcare, food, and financial and unemployment assistance resources.
- Launching an online store offering gift certificates from local businesses.
- Creating a 12-day promotional event designed to promote safe local shopping during the holiday season.
Further, Carey noted, the Tourism Counts Award was presented to Jim and Christa Bowers “for increasing tourism along Fort Atkinson’s waterways.” She cited several of the couple’s businesses, including the Island Bar and Grill, North Shore Chophouse, and the Bridge, as among venues attracting returning tourists.
Carey outlined Goals for 2021, including:
- Redesigning the “visitor center area,” focusing on tourism as a potential revenue source through visitor awareness of local resources and branding.
- Developing a three-year strategic plan and marketing campaign.
- Creating a video library featuring tourism entities and experiences.
- Organizing an editorial calendar to increase effectiveness of bimonthly newsletters.
- Refreshing tourism websites and overseeing social media.
- Working with a new Grow with Google partnership to provide businesses development resources to members.
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