The Village of Brown Deer Board of Trustees on July 7 adopted a tourism grant program funded from the village’s tourism special revenue fund to promote visitor attractions and events that generate overnight stays.

Staff described the program as intended for nonprofit or public entities that can demonstrate the potential to bring overnight visitors. Haley (administrative intern) presented guidelines: awards would cover eligible marketing expenses up to 40% of an event’s eligible costs, capped at $5,000 per award; staff recommended that the tourism commission review applications and forward recommendations to the board. After discussion the board added language to allow staff to advance up to 50% of approved grants to help recipients with front-end marketing costs.

Trustees and staff discussed funding available in the tourism fund. Tyler (staff member) explained the village’s room tax history: municipalities that enacted room tax after 1994 must follow a 70/30 guideline that requires 70% to be used for tourism activities and 30% for other uses; Brown Deer has a special revenue tourism fund that holds revenues above the baseline established in 2010. Tyler stated the tourism fund currently held about $90,000 at the start of the year and, after a recommended marketing study and other commitments, staff estimated roughly $70,000 would remain for programs.

Trustees clarified program rules: only nonprofit and public applicants are eligible; awards are primarily for marketing (website updates, digital promotion) and not for event operational expenses (staffing or direct event payroll). The board also asked that applications include an estimate of room nights generated; staff said that is included on the application form. Staff recommended and the board approved a process under which applicants must submit receipts and a final report; staff will reimburse approved expenses or provide a 50% advance for approved applications to help with upfront marketing costs.

Trustee Greaves moved to adopt the tourism grant program, including the guidelines and a 50% advance option for approved applicants; Trustee Owens seconded and the motion carried.

The tourism commission will review applications and forward recommendations to the board. Staff said they will provide additional program-process language clarifying reimbursement and advance procedures before large awards are made.