Hayward Lakes reports big digital growth; officials discuss room‑tax enforcement and short‑term rental practices
January 07, 2026 | Sawyer County, Wisconsin
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Mindy Simons of Hayward Lakes presented a year‑end tourism and marketing report to Sawyer County, saying the destination saw significant online growth: total users rose 26.8% versus 2024, sessions increased 30.7%, engaged sessions rose 84.6% and overall page views nearly doubled.
“Basically shifting our strategy to drive more people to our website … made a huge difference,” Simons said, describing a new winter campaign and expanded YouTube advertising that ran into nearby markets to attract drive‑in visitors.
Simons also described steps taken after the Flat Creek lodging closure: the management company running the Holiday Inn Express proactively contacted affected guests and worked to rehouse reservations using other local lodging options.
Commissioners questioned whether municipalities understand how to use room‑tax revenue and how the county can assist with serial non‑payers. County staff said Matt McKay’s office can provide assistance related to licensing and potential withholding of licenses for operators who do not remit room tax; staff emphasized that municipalities must initiate enforcement actions and the county can offer support.
What happens next: Hayward Lakes will continue promotion through the winter season and county staff expect further discussion on room‑tax enforcement and municipal coordination; no enforcement actions were initiated at this meeting.
“Basically shifting our strategy to drive more people to our website … made a huge difference,” Simons said, describing a new winter campaign and expanded YouTube advertising that ran into nearby markets to attract drive‑in visitors.
Simons also described steps taken after the Flat Creek lodging closure: the management company running the Holiday Inn Express proactively contacted affected guests and worked to rehouse reservations using other local lodging options.
Commissioners questioned whether municipalities understand how to use room‑tax revenue and how the county can assist with serial non‑payers. County staff said Matt McKay’s office can provide assistance related to licensing and potential withholding of licenses for operators who do not remit room tax; staff emphasized that municipalities must initiate enforcement actions and the county can offer support.
What happens next: Hayward Lakes will continue promotion through the winter season and county staff expect further discussion on room‑tax enforcement and municipal coordination; no enforcement actions were initiated at this meeting.
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