Frankenmuth

S ome years it is easy to identify the 1-2 really big accomplishments and they're likely among hundreds of other small victories. And other years, it takes a bit more effort to stand back and evaluate the successes, perhaps because some projects span multiple years or perhaps simply because we are already hyper focused on the future. Because this annual report is always published 3-4 months following the close of our fiscal year, it brings a great opportunity to reflect on the successes even when you're already in the thick of the next set of goals. Launching our updated frankenmuth.org website in October 2024 was exciting! It has improved the user experience and expanded our opportunities with a new toolbox of resources. The process to get there included changing three of the platforms we use to manage everything from our membership data (CRM update), user generated content combined with our scheduler for social media posting and our online booking engine. And we managed this while maintaining our high standards for service to our guests and executing membership programs that have impact for our members. Starting a retailer group like we already had for our restaurants was a good example of that. Also, re-engaging online registration and revamping our membership renewal process were big wins. Another thing we're very proud of this past year was successfully recouping the initial investment of the Ice Rink, on target, in its fourth season. This helps the endeavor to be more sustainable in the future and it now financially helps support the overall Christmas Experience expenses. the President L E T T E R F R O M 2

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