Visit bureau reports mixed tourism figures, outlines visitor center timeline and major convention leads

Staff presented the bureau's market update and plans for an expanded visitor program. The agency official reported January 2026 lodging revenue up about 6% and demand up about 2% compared with January 2025, while short-term rental revenue was down (transcript: down 18% in January and steeper in February). The official said February appeared likely to finish roughly 3% down in revenue based on 28-day tracking.

The presentation highlighted several convention prospects. Staff said the American College Theater Festival Region 3 could bring roughly 300 attendees and around 1,470 room nights in January 2027 and that USA Weightlifting and other large events are under discussion. The official cited a state grant of $4,040,000 described as available to help produce a major event.

On facilities, staff said the design-build contract for a downtown visitor center is signed. The schedule provided to the bureau calls for design work through April–May, pricing and permitting in June, construction starting in July, and an anticipated completion by December with occupancy following. Staff also said the organization will begin a revised strategic planning process covering a near-term period described as '26.5 through 2029.'

Marketing and events were a focus: bureau staff outlined multi-state podcast and radio advertising, new digital campaigns (Coffee Trail, Burger Trail), and partnership activity around a summer Grand Balloon concert series supported by university investment. Staff noted the bureau's event-support program has funded dozens of local events across three funding periods this year.

The presentation included findings from the bureau's 2024 tourism economic-impact report. The report, available on the bureau's site, described total visitor spending at about $509 million in 2023 and lower spending in 2024 (transcript language: '4.98 for 2024'); staff also said lodging was up in 2024 while food, beverage and shopping were down. The official said the team will provide a link to the full report and answer follow-up questions on methodology used to measure short-term rentals.

Board members pressed on operational issues—transportation, parking and housing for larger groups—and thanked staff for recent trade-show work and convention center support. Staff said they would continue monitoring bookings and report back as invoices and permits for the visitor center arrive.