Brown County Historical Society (BCHS) executive director Amy Johnson shares some of the events and programming coming to the museum. Johnson was one of many community stakeholders to share during the New Ulm Convention & Visitors Bureau’s (CVB) Tourism Luncheon. The event served to celebrate the tourism industry in New Ulm and cross promote.

NEW ULM – Wednesday, The New Ulm Convention & Visitors Bureau (CVB) invited different community stakeholders to the 2025 Tourism Luncheon to discuss the upcoming tourist season.

New Ulm Chamber President Sarah Warmka said the purpose the gathering was to share what the different New Ulm organizations are planning for the upcoming seasons and find better ways to cross-promote other businesses.

The event opened with a report from the New Ulm Chamber and CVB. Warmka said the mission of the CVB is to maximize travel and tourism throughout New Ulm with an emphasis on overnight stays.

CVB member Erin Lafferty provided a lodging projection for the upcoming season.

“We do have a very busy summer projected for all our lodging facilities,” she said.

There are some larger construction projects planned this year including an $8.1 million renovation at Walmart Walmart, the building projects at the former George’s Ballroom site, the continued construction at Oak, and the National Guard Armory construction project. These projects bring additional workers to the community who will contribute to the lodging tax but also other purchases in the town.

This summer will also see several out-of-town visitors for sporting events. The New Ulm Baseball Association is hosting a tournament every weekend from May 23 through June. “That is generating an astronautical amount of room [rentals] into the hotel,” Lafferty said. “That is making our weekend extremely busy.”

The hotels in New Ulm are expecting to pick up additional spillover from a Mankato softball tournament over the 4th of July weekend.

Late July has Bavarian Blast, which also generates many visitors. Martin Luther College (MLC) is hosting a WELS senate convention in New Ulm that will also drive up room rentals.

“I personally want to thank you to all the different organizations here that help bring tourism and support tourism efforts in New Ulm,” Lafferty said. “We will see a lot of foot traffic in the city of New Ulm throughout the entire summer.”

Lafferty is also the general manager of Best Western Plus. She spoke on behalf of the hotel and the newly renovated attached restaurant. She said the former Green Mills had closed, but it was being replaced by Tavern 507 which is expected to open at the end of April.

Ann Wendinger of Sewing Seeds spoke on an upcoming shop and hop between nine different stores. She said Sewing Seeds has brought a lot of out-of-town traffic to New Ulm.

Char Reinhart-Kalk operates multiple short-term rental properties in New Ulm. She said word of mouth is the best advertisement for rental properties.

Amy Johnson executive director of Brown County Historical Society (BCHS), promoted the upcoming book sale that was one of the biggest fundraisers for her organization. The book sale takes place from Thursday, April 24 through Saturday, April 26.

In May, BCHS will be restarting several programs including its Lunch and a Bite of History program. One Thursday a month the BCHS will host a speaker on a different historical topic. The first history program is Thursday, May 15 and is called “Remembering the Rapidan Dam.”

May 15 will also feature a historic presentation from Lisa Besmer on historic houses in Brown County.

Over Memorial Day weekend the Kiesling House will open for tours and the Popcorn Wagon will be outside the museum for the first time in 2025.

The museum itself will be undergoing a restoration project. Through a legacy grant, BCHS will be replacing windows in the summer.

Schell’s Brewery general manager Curt Van Asten said the brewery is planning for a busy summer of tourists. This year is the brewery’s 165th anniversary. A special celebration will be held on June 21 featuring food trucks, extended tours and music throughout the day.

Bonnie Ubl, the director of the Minnesota Music Hall of Fame (MMHF), said the hall was open as of April 1. Hours are 10 a.m. to 2 p.m. Thursday through Saturday or by appointment.

On Friday, April 25 the MMHF will induct six new members during a ceremony at Turner Hall. On Saturday, April 26 a free showcase of the new exhibits will be held at the Hall.

Longtime MMHF volunteer Dodie Wendinger also promoted the hall.

“That is an important place in this town,” Wendinger said. “It is the state business in this town and I would like to see a lot of New Ulmites come.”

Dodie also promoted Wendinger Band, fronted by her husband Peter for 62 years. Last year, Peter Wendinger was inducted into the International Polka Hall of Fame (IPHF).

“Eight people from our New Ulm have been inducted,” she said. “There are many towns that don’t have one, but New Ulm’s got eight. You’ve got music in this town!”

Lori Jewell, executive director of State Street Theater said the theater is looking to host more events.

“We want to offer more opportunity for rentals,” she said. The auditorium has space for 700 people. There is room for 120 people on the stage with tables and chairs.

Jewell said the theater also wants to work with lodging partners.

John Kellen, the executive director of The Grand Center for Arts & Culture talked about upcoming musical performances at The Grand. The kid’s art camps in the summer will restart.

Mojra Hauesnstein spoke about the Airbnb she started five years ago at the Old Hauenstein Brewery. The Airbnb recently received its 100th review and maintains a five-star rating.

“I am thankful for everyone in this room,” Hauesnstein said. “Everything you do to generate vibrancy, energy and positivity in this town. I really feel it is magical.”

She said everyone who stays at the Airbnb said they sense this vibe.

The tourism luncheon closed with comments from Mayor Kathleen Backer. She thanked everyone in attendance.

“Because of your investment, your energy and your excitement, New Ulm is on the map. New Ulm is a destination,” she said. “It’s not because of one person it is because of all of you. I consider it a blessing to serve you as a mayor. You make my job really easy. Best wishes for a great tourism season.”