Commissioners engaged in a vigorous back and forth about budgets and marketing for almost two hours at the August 23 City Advertising and Promotion Commission workshop. Finance Director Rick Bright started discussion with the news that year-to-date collections are $80,000 ahead of the same period in 2015. “We’ll meet this year’s budget [for revenue] by the end of the month,” he announced.
Commissioner Terry McClung perked up. “So the next four months will be gravy!”
Commissioner Damon Henke suggested adding more to next year’s marketing request funds, but Bright reminded everyone the internal audit now in process should provide guidance on how they craft the next budget. “They’re looking at the whole picture of what we do,” he said. The audit, conducted by the Johanson Group, is scheduled to be completed in early September.
Newly-seated commissioner Susan Harman asked if there were a specific part of the marketing budget for the Auditorium. She said it is an attraction, an integral part of the town’s history.
Dustin Duling replied the CAPC could promote it to the promoters, but people would not come here just to see the Auditorium. Harman answered the Auditorium is part of the storytelling about the town. “Just the idea it is there with things going on… is another way to promote Eureka Springs.”
The conversation turned toward observations about marketing in general and promoting shows at the Auditorium in particular. Executive Director Mike Maloney mentioned the commission would need to decide by Oct. 31 if it wanted to renew the lease for managing the Auditorium.
McClung said he would have no problem renewing it, and if the one percent tax is approved in November and an Auditorium Commission takes over operations of the facility, the lease can be adjusted once the commission is in place. Commissioner Charles Ragsdell suggested, however, they specify in the lease who would have which responsibilities if the tax passes.
Henke went through the list of festivals in the CAPC budget. The total amount for special events for the year equaled $103,000 divided among eight festivals: Music in the Park, $20,000; May Festival of the Arts, $6,000; Blues Weekend, $10,000; Bluegrass Festival, $16,000; Jazzy Weekend, $16,000; Folk Festival, $15,000; Christmas Festival, $5000; classical music festival, $15,000.
Henke noted the classical music festival did not get the private support it needed, and Maloney said the event “needs to be reshaped.” McClung said he would be willing to support it if Maloney came up with a workable plan.
McClung regaled the old days of the Jazz Festival when the whole town buzzed with jazz music. Nowadays, even with quality acts, the crowds are not the same.
Harman asked if they could determine which festivals are worth sponsoring, to which Henke asserted the Folk Festival still carries on because of its history. Duling responded, “Yeah, but it’s 2016.”
Harman looking at the list of festivals and what was budgeted commented, “So we’re spending this money, and I can’t tell if it’s good, bad or ugly. If the goal is to keep people coming here, then why not have more events in the down months to keep them coming here? Are we stuck with these?”
Bright pointed out the CAPC inherited these events from promoters who did not want them anymore.
Harman wanted a way to gauge how successful the events were because the commission might want to reassess how much they spend on them, though she placed a value on having something going on in town because visitors will return if they know there is something to do.
She also asked how a visitor already here would know about the Eureka Springs app that lists ongoing events. She suggested posting a QR code for the app on trolley stops, for example. Ragsdell suggested putting QR stickers in stores or on rack cards.
Maloney remarked the festivals might not be a boon to the CAPC budget, but lodgings and restaurants benefit. Harman added concession sales during shows at the Auditorium are a moneymaker, which turned the discussion to popcorn and showing movies. Ragsdell speculated movies might be a viable break-even option event at the Auditorium, and Henke added regular movies would be a reason to promote the facility.
Harman also urged Maloney to revamp the website with new photos and videos, and Duling said he wanted to have more input into what goes into ads. He said the commission never sees them until they are completed.
Harman also wanted to make it easy for the public to suggest ideas for new festivals or events.
Council vote on vacant seats
McClung told the group he had been shocked at what had happened at the city council meeting when Henke’s name came up for confirmation. Council denied confirming his nomination by a 3-2-1 vote, and the comment was made Henke put his personal goals ahead of the good of the city during the Ordinance 2223 controversy. McClung said Henke comes to CAPC meetings with enthusiasm for promoting the town offering creative ideas and a fresh outlook to conversations. He said he and Henke do not always agree, but Henke has been a valuable commissioner. He urged other commissioners to voice their sentiments to Mayor Butch Berry.
Next regular meeting will be Wednesday, Sept. 14, at 6 p.m.