Vilas County Advertising &

Economic Development Committee Meeting January 8, 2008

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Members Present: Jay Verhulst, Charles Ahlborn, Ron DeBruyne, Steve Doyen, Robert Egan, Steve Favorite, Linda Thorpe

Others Present: John Huza, BlackHawk Engineering

Carol Hendricks, Eagle River City Council

Kelly Haverkampf, UW-Extension

Stephanie Tralongo, Vilas County Chamber

Al Hanley, Assured Publications

Cindy Burzinski, Vilas County Advertising

Janet Christianson, Vilas County Advertising

Media Present: Vilas County News Review, Lakeland Times

Verhulst called the regular meeting to order at 9:03am in Conference Rooms #2 & #3 of the Vilas County Courthouse. The meeting was properly posted and notices sent to all media provided on December 28, 2007.

Motion by Doyen, seconded by Favorite to accept the agenda to be taken in any order at the discretion of the chairman; motion carried.

Motion by Egan, seconded by Thorpe to approve the minutes of December 4, 2007; motion carried.

Introductions and Announcements – All present introduced themselves.

Potential Fairgrounds and County Properties – Verhulst noted he had been notified of another property on the north side of Eagle River just north of the high school (aka Rocking W Stables) for the Committee’s consideration as potential fairgrounds property. He noted it consisted of approximately 35 acres and of generally flat topography. He circulated a fact sheet and survey map of the parcel.

Egan noted that the Zeloski parcel (located north of the Hwy 45/Chain O’Lakes intersection) had potential access to either Chain O’Lakes Road or Deerskin Road. As there was a drainage area through the property, the acreage available could be negotiated up to 40-50 acres. Favorite noted that as the parcel was located on Hwy 45, any change in use of the property would require a Department of Transportation review of property access points to Hwy 45.

Audience question: With these additional properties under discussion what is the current status of the Decker parcel (Derby Track). Verhulst indicated that the County has committed to working towards improvement of the existing fairgrounds property with the recently segregated ATC easement funds. However, this Committee would continue its ongoing search for available parcels for potential fairgrounds development. The drainage issue at the current fairgrounds property was specifically discussed and Verhulst questioned Huza as to what engineering requirements may be needed in the area.

Huza indicated that the Committee should first make sure that a field/site survey is completed to determine the actual topographical status of the property. Such survey would provide the base

Vilas County Advertising &

Economic Development Committee Meeting January 8, 2008

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information necessary for discussion and planning for grading, retention planning, etc. that would be needed for the parcel. When asked about the cost of such survey, Huza estimated $4,000-$6,000. As the fairgrounds property is under the direction of County Forestry and with several groups (Fair Board, City of Eagle River, Chamber of Commerce) concerned with the utilization of the grounds, Doyen indicated that as Chair of the County Forestry Committee, he will place the fairgrounds matter on the next Forestry Committee agenda. Once the site study was completed, joint meetings between the Forestry Committee and this Committee as well as with fairgrounds users (Fair Board, City of Eagle River, and the Eagle River Chamber of Commerce) could be held to discuss and plan fairgrounds usage. While he hoped that any improvements could be completed with as little interruption to scheduled events as possible; some events may need to be temporarily relocated as improvements are completed. Doyen also indicated that the Forestry Committee would be working with the groups holding contracts for the fairgrounds and/or facilities.

2008 Travel Guide – Copies of the 2008 Visitor Guide were distributed. Hanley noted that there was extensive redesigning of the trail maps which greatly enhanced the look of the publication and further indicated the Vilas County 2008 Visitor Guide was the largest (72 pages) in the northwoods. Assured will also continue to warehouse the Guides and distribute them to the various Chambers and Advertising Department as needed. The Committee commended Hanley for the fine work on the Guide.

Audience question: Would it be possible to include trail locators on the center County map? It would aid the visitor in finding trails throughout the County. Hanley thought it may be possible but would work with Advertising personnel to see what could be done without cluttering the map.

Hanley distributed the financial report for the 2008 Visitor Guide. Noting that expenses exceeded revenues (slightly fewer ad sales), per contract Assured will absorb the loss and there is no cost to the County for the Visitor Guide. He continues to work with Burzinski on the insert idea (discussed at the last meeting). He also indicated that his photographer had been busy gathering action shots throughout the County and looked forward to getting some active, action shots of fishing for future use in the Guide. He also provided copies of UpNorthWisconsin.com magazine, also produced by Assured.

Economic Development Corporation & Revolving Loan Fund – Due to weather conditions, Wendy Gehlhoff attended by telephone conference. She briefly described the formation of the Florence County Economic Commission, a joint effort of the County and town which is currently comprised of two (2) county board representatives, two (2) town representatives and one (1) at large representative. Established with funds from the Department of Commerce, the Commission had a loan ceiling capped at $500,000 and currently has about sixteen (16) active loans, averaging approximately $39,000. The loan applications are reviewed by a sub-committee of the Commission and if approved, must then also be approved by the full Commission, by the Economic Development Committee of the County and then by the full County Board. She noted that she is employed by the Commission, not the County, and her office is housed in the Courthouse

When asked how long it took for an application to be approved, Gehlhoff noted that it can take from 1-2 months, depending on when the application is received and the various committee schedules; however, the committees respect the work done by the sub-committee and usually have no problems with what they recommend. Loans have been given to a daycare center, hardware store, and also used by startup

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Economic Development Committee Meeting January 8, 2008

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businesses such as landscaping, bar & grill, wood processing, etc. When asked about the break down of new business to existing business loans, Gehlhoff indicated that she thought it ran about 50/50.

When asked if any loans had defaulted, Gehlhoff noted that there had been in the past but not since her tenure with the Commission (since 2005). She indicated that if the loan is used to purchase equipment or inventory, the Commission has filed UCC lien papers and if the loan was to purchase property, the Commission has the 2^nd mortgage. When asked how the Commission determines the interest rate charged or what rate is returned, Gehlhoff noted that there was no set formula for the current 4% interest rate charged by the Commission and that all monies paid back are returned to the revolving loan fund.

Gehlhoff indicated that if the County were interested in forming an economic development corporation/commission, it was very important to determine what types of businesses communities wanted and could support, what people may be interested in returning to the area and bringing their businesses, etc.

The Committee thanked Gehlhoff for her information on the Commission and the program in Florence County. After the conclusion of the telephone conference, Verhulst noted that this information gave the Committee another option to consider regarding the type of economic development program and looked forward to the discussion with Hazelbaker and Whipple on other options available. (DeBruyne arrives)

Doyen felt the Committee should get moving on developing a recommendation to present to the County Board for the formation of an economic development corporation/commission. Verhulst indcated that with information provided by Gehlhoff and the upcoming meeting with Hazelbaker and Whipple, the Committee could development such a recommendation. With the detailed information (organization options, funding sources, incorporation requirements, etc.) to be considered, Doyen felt that a special meeting should be scheduled for specific discussion. He wanted to ensure that the corporation or commission would be able to operate with the least restrictions possible so that help would be available to all businesses and of benefit to county residents. After providing a list of possible dates, Verhulst instructed Haverkampf to contact Hazelbaker and Whipple to see if they could attend a special meeting of the Advertising & Economic Development Committee (prior to the February 12^th date they had originally indicated they would be attending) to discussion economic development corporation/commission organization, requirements, etc. Haverkampf will let the Committee know the date and time of the special meeting.

Out of County Travel – Supervisor Rushlow appeared on behalf of the LEPC to request the Committee consider the LEPC’s request to have Burzinski attend a one-week Preparedness & Response training session in Emmettsburg, Virginia (date to be determined based on application acceptance). As all training costs and airfare are covered by the training and LEPC would cover the meal voucher, the only cost to the Advertising Department budget would be minimal for mileage to the airport for Burzinski. Rushlow noted that Burzinski has been involved in PIO training, has proven to be a valuable asset to the program, and this next level training would provide additional skills in training others for the County. Burzinski noted that at past trainings she has had the opportunity to work with individuals who had been actively involved in major incidents such as 911 and Tsunami and their expertise and ability to relate their situations to local disaster situations had been invaluable. Motion by DeBruyne, seconded by Thorpe to approve Burzinski’s attending the Preparedness & Response training in Emmettsburg, Virginia; motion carried.

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Economic Development Committee Meeting January 8, 2008

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2007 Assembly Bill 187 re: One-Day Fishing License – Verhulst noted that he had become aware of this proposal during a recent trip to Madison. In reviewing the information, he noted there were two (2) opponents – the Conservation Congress and the WI Department of Natural Resources. During discussion, several Committee members felt this a one-day license was an important option, especially for the last minute and/or one-trip traveler. As the bill was scheduled to proceed to the next level in early February, motion by Verhulst, seconded by DeBruyne to draft a simple resolution for County Board approval supporting Assembly Bill 187 re: One-day Fishing Licenses for several reasons 1) additional revenue for the Wisconsin Department of Natural Resources; 2) as tourism industry is experiencing more last minute, short-term vacationers, the option of a one-day license would be more appealing to this vacationer. During discussion, the fees in the bill and as part of the fiscal estimate were reviewed. Amendment proposed by Doyen, seconded by Thorpe to request the reconsideration of the proposed one-day non-residential license fee to increase to $12.25 or at least half of the current 4-day license fee of $23.50. This would provide additional funds to the WI DNR, provide a lower cost to those wishing a one-day license, and provide an incentive to possibly purchase a 4-day license; amendment motion carried. Motion as amended carried. Haverkampf noted that Representative Meyer and Senator Breske are not listed on the Bill and Verhulst indicated he would give them a call to ensure they were aware of the Bill. As this Committee would not be meeting before the next County Board meeting, Verhulst said he would meet with Corporation Counsel regarding preparing the resolution for Committee signature. DeBruyne wondered if the County Chamber would want to be part of the Resolution. Tralongo indicated that the Chamber would not be meeting until after the County Board meeting but would place the item on their agenda.

North Central ITBEC Tourism Committee Representation – Verhulst reviewed the structure of North Central ITBEC (a committee of the Wisconsin Counties Association) and its sub-committees: Tourism (currently attended by Burzinski and Verhulst) and Economic Development Committee/Board of Directors (currently attended by Rayala). He noted a concern with the limited feedback from the Economic Development portion of ITBEC and indicated that in discussions with Rayala, Rayala had noted he (Verhulst) could attend the ITBEC ED meetings if interested. The Committee members present thought that having Verhulst attend the economic meetings and Burzinski attend the tourism meetings provided complete information to the Advertising & Economic Development Committee. After considerable discussion, motion by DeBruyne, seconded by Ahlborn to recommend that a member of the Advertising & Economic Development Committee attend the ITBEC Economic Development meetings and return information to the Advertising & Economic Development Committee and that a member of the Advertising & Economic Development Committee attend the ITBEC Tourism committee meetings and return information to the Advertising & Economic Development Committee. During discussion, DeBruyne moved to amend the motion to include the words “and/or designee” in two areas to read “that member and/or designee of the Advertising & ….” With the intent that the Advertising Director be included as able to attend. Seconded by Doyen. Several members felt it important that the Advertising Director attend to provide informational continuity. Motion to amend carried. It was then noted that the County Board Chair actually appoints the representative(s) to the ITBEC sub-committee and may or may not consider the recommendation of the Committee. Motion carried.

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Economic Development Committee Meeting January 8, 2008

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Vilas County Musky Marathon – As the 2007 Marathon is complete, a brief summary of the results and final standings was presented. The drawing prizes were also held with the following results:

Half-Day-With-A-Guide – Steve Doyen

Mikkel Knutson

Half-Day-With-A-Guide- Elmer Jensen

Ben Niermann

Half-Day-With-A-Guide- Mark Curtis

Erika Knutson

Muskie, the Written Word 1829 –2003 by Al Soczka

Chuck Armitage Ryan “Freddy” Buxton

Sheryl Kessler Hunter Levenhagen

Rosanne Porter Jenna Szalewski

Musky Hunter Magazine

Daniel Rempinski Lukas Baumann

Ron Mentzer Joe Pagel

Frabill, Inc

Craig Obry Randy Hermosillo, Jr.

Half-Day-With-A-Guide – JerkBait John Ferguson

Jay M. Hollnagel

Christianson indicated the plaques could be available for presentation at the March meeting. The Committee instructed Christianson to plan the awards for the March County Board meeting and to prepare the letters and invitations accordingly.

Regarding the 2008 Marathon, Christianson circulated a photographic proof of the proposed hat for Committee review. After some discussion, the Committee felt the green should be a deeper, forest green and the lettering should be black. As the colors as produced on a printer from an emailed photo may not be true, they also wondered if it would be possible to have a swatch of the material with the actual ink colors for review. Christianson would check with the supplier. Doyen indicated that he and Curtis would each again donate Half-Day-With-A-Guide as a drawing prize for a junior released registrant.

Vilas County Chamber – Tralongo announced that the Chamber Annual Dinner would be February 28^th at Riverstone Restaurant in Eagle River with motivational speaker Robert Soberg. The cost would be $20/person with menu choices of Prime Rib, Parmesan coated Haddock and Pork Loin with Cider Sauce, beverage and desert. Motion by DeBruyne, seconded by Favorite to authorize any Committee members’ attendance at the Chamber Annual Dinner; motion carried. Burzinski noted she would also prepare any notices necessary regarding possible quorum of Committee members.

Correspondence/Communication – DeBruyne indicated that the Vilas County Health Department, in cooperation with the Wisconsin Department of Health & Family Services was entering into an agreement with UW-Oshkosh to provide both sanitary and state inspection services to Vilas County licensed accommodations (including campgrounds). This agreement would provide annual inspections of accommodations while DHFS would still handle consumer concerns.

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Economic Development Committee Meeting January 8, 2008

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Celtic Advertising – Burzinski distributed hardcopy of the approved animated banner ads and also presented the ads online. She also distributed copies of the proposed Midwest Living (March/April) ad. She is also waiting for invoices for end of year ads.

Advertising Department Report – The December report was distributed and reviewed. While the inquiries were down slightly for 2007, overall visitors to the Internet were up from 2006.

The proposed website redesign was reviewed. While the overall website design was well received, the Committee had some concerns: a) the font, especially in all lower case, was difficult to read; b) the color used for the communities at the bottom of the page was also difficult to read; c) the go north should be larger, more call to action. They also wondered if some accommodation could be made for linking to a web cam, especially for snow conditions. An audience comment included possibly including or linking to the WI DNR natural scenic areas under Things to Do. Burzinski and Christianson will pass these comments along to Paul James Marketing.

Advertising Budget/Approval of Bills / Economic Development Budget/Approval of Bills – Due to time constraints, both reports and the bills were reviewed together. Everything remains on track and Burzinski indicated she is expecting additional invoices for end of year advertising. Motion by DeBruyne, seconded by Ahlborn to approve all the bills as presented –

Advertising Bills (2007 Budget) – Clermont - $71.80; Clermont - $246.90; Celtic, Inc. - $21,525.08; PowerCom - $29.67; US Postmaster - $1,830.00; Wildwood Promotions - $903.24; Pilch & Barnet, Inc. - $250.00; Quill - $133.81; Florida Micro - $188.61; Cindy L. Burzinski - $65.48;

Advertising Bills (2008 Budget) – Governor’s Conference - $175.00; Janet Christianson - $23.23;

Economic Development Bills (2007 Budget) – Clermont - $105.11; motion carried.

Review of Standing Rules and Committee Duties – Item deferred for discussion and action to next regular meeting.

Next meeting – The next regular Committee meeting will be February 12, 2008 at 9am in Conference Rooms #2 & #3 of the Vilas County Courthouse. The special meeting discussed during this meeting will be announced as soon as scheduled.

Motion by Ahlborn, seconded by Thorpe to adjourn at 12:45pm; motion carried.

Minutes reflect the notations of the recorder and are subject to change by the Committee.

Respectfully submitted, Janet Christianson