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Request for approval of 2026 Budget
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Request for approval of 2026 Budget
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A. Issue
Presentation of the proposed 2026 budget
B. Background/Options
Hotel/motel tax is the revenue source for the Tourism Budget. State statute directs the use of hotel/motel tax revenue in Chapter 66.0615. A portion of the hotel revenue funds the general fund budget, as permitted by state law, and the remainder is the budget of the Tourism Commission.
Hotel tax revenue for the Tourism Commission in 2026 is forecasted at $1,400,000, with an additional transfer of $25,000 from the Civic Celebration. This amount is consistent with the 2025 forecasted revenue. The main goal of the 2026 budget is to continue to focus on marketing Wauwatosa as a tourism destination, highlighting our public art experiences to new audiences, increasing holiday/winter tourism experiences to minimize drop-off in hotel stays late in the year, and beginning to position Wauwatosa as an accessible destination to tap into the disability tourism market.
Contracted amounts included in the proposed 2026 budget include:
- Agency of record: $350,000
- Visit Milwaukee: $300,000
- Newaukee: $135,600
Other significant expense categories include pay/benefits and general marketing. Several internal costs are being finalized by the finance department. Once identified, any contributions to the Operations Stabilization Fund and the Capital Budget will be finalized.
C. Strategic Plan (Area of Focus)
The proposed 2026 budget aligns with Section 66.0615 of the Wisconsin Statutes:
* Tourism promotion and development
The proposed budget aligns with the following items in the city's adopted Strategic Plan:
* Economic Development and Financial Resilience:
o Ensure Wauwatosa is a hub for economic diversity and innovation
o Promote and support local businesses and anchor institutions
D. Fiscal Impact
The 2026 budget estimates total revenue and expenses of $1,425,000. The only significant shifts in budget spending are from Other Expenses to the General Marketing category. In 2025, the Other Expenses category was used to cover Thomas Dambo sculpture installation costs.
E. Recommendation
Staff recommends the commission adopt the budget as described.