Board hears proposal to continue region-wide convention bureau partnership and 90% allocation of village hotel tax

Village staff presented a draft ongoing intergovernmental agreement (IGA) with the Aurora Area Convention & Visitors Bureau and described how membership leverages regional marketing and state grant opportunities. Under current practice the village contributes 90% of its 3% hotel/motel tax to the regional bureau; staff reported that equated to about $94,000 in the most recent fiscal year.

Staff said the proposed agreement formalizes that at least 40% of North Aurora’s contribution will go to direct marketing for the village, with the bureau producing an annual local marketing plan and providing metrics on web engagement and campaign performance. Paul Carlson, the bureau’s executive director (in the audience), told trustees the bureau compiles monthly metrics and will provide an annual report to village staff.

Trustees asked whether the 3% levy should exist at all. One trustee argued eliminating the tax would make the village more price-competitive and noted most customers now book lodging online; supporters said surrounding municipalities mostly collect a 3% tax, the village can terminate the IGA at will, and regional membership helps the village attract visitors tied to events and future developments (board members referenced a destination casino scheduled to open in 2026).

Staff said the IGA would move to the board for approval once draft language is finalized and that village representation on the bureau board currently includes former Mayor Dale Berman as municipal representative, with a potential second representative slot to be filled by business services manager Mike Toth if approved by the mayor.