On Feb. 28 the City Advertising and Promotion Commission considered five more requests for marketing support, but as it was a workshop, commissioners could not vote. They will vote at next Wednesday’s meeting.
Board president Kent Turner represented the Eureka Springs Historical Museum for three requests, first asking for $1500 to promote the Fourth of July Stroll. He said this will be the third year for the event and although weather dampened attendance last year, they wanted to try it again. The actual holiday lands on Wednesday, so the stroll will take place on Saturday, June 30.
Commissioner Terry McClung said it gives people in town something to do, thus he would be inclined to support it, and commissioner Dustin Duling said he would totally support the stroll, but tasked staff to follow up to see if the investment paid off.
A request for $1700 for Voices of the Silent City was next. Turner said the event, in which former residents buried in the Eureka Springs Cemetery have their stories told by locals in period costume, pulled in 1123 people last year, many from out of town, in spite of inclement weather. Duling agreed the event has traditionally done well, and the CAPC should do more to promote it on October 18-20 and 26-27.
Turner also asked for funds for a new sign on the museum building. He distributed a page with mock-up examples, and asked for input. His request was for $1000-1500, and said a local sign maker would be used.
Ike Wever represented the request from Turpentine Creek Wildlife Refuge for up to $1000 to promote the 28th Annual Kite Festival on March 24. Wever said when weather permits the event brings in at least 1000 kite enthusiasts, from kids to professionals. Families attend and spend the weekend in town. There will be kite building and demonstrations, and the event is free.
He said a Little Rock firm will handle the digital marketing, plus six radio stations have signed promotional agreements, and print ads are already out. Commissioners noted they would not be able to vote on any support amount until the March 14 meeting, leaving only ten days before the event. Wever said whatever support he gets would be added to the digital outreach.
Rosé colored glasses
Ilene Powell represented Nuits Rosé, a Mother’s Day event involving 17 restaurants and wine bars that will offer rosé wine tastings, flights, and pairings with special menu items. Powell wanted the event to become a “destination for Mom.” She said other cities have similar events because rosé is very popular in the wine industry now.
She asked for $1000 to pay for posters, rack cards and print ads.
Duling noted the Grand Central keeps rosé on hand because patrons who attended before return and request it, and he’s in favor of a tradition in which visitors bring Mom to Eureka Springs on Mother’s Day.
Powell said everything is in place, and the amount of promotion will depend on the amount of marketing support.
Goal-setting
Chair Susan Harman had mentioned at a previous meeting she wanted commissioners to set goals for 2018 such as identifying guidelines for workshops and looking again at procedures for funding requests. She also asked if commissioners are doing enough to support Sales Director Karen Pryor in her outreach at trade shows.
Finance Director Rick Bright agreed there needed to be some tightening up of marketing support procedures because recipients of funds do not always follow guidelines of having all ad buys go through the CAPC office. Bright said event promoters might not understand the CAPC can get a better deal on the ads than the promoters.
Executive Director Mike Maloney said he had several issues needing attention this year. He has a plan to bring some of the separate urls back under the .org website which would help get them to the top of the search list.
He also wants a new graphic appearance in ads that viewers would immediately identify as an ad for Eureka Springs. Maloney said he intends to examine the seven geographic regions in the country and figure out a way to push messages more effectively. He has been focusing on cities which fly directly to XNA, and will investigate what other strategies might raise awareness of Eureka Springs.
Maloney mentioned there are six Eureka Springs videos being produced by local videographer Edward Robison that will be completed by August. Maloney said the videos would not be time-dated so it wouldn’t matter when they ran. In addition to new footage, Robison will use his extensive catalog of photos and videos of the area. Maloney said he has received excellent feedback from locations where the first video is already being aired.
The regular meeting will be Wednesday, March 14, at 6 p.m., and the next workshop is Wednesday, March 28, at 4 p.m.