City Advertising and Promotion Commission’s June 22 meeting was dominated by staff reports that were nothing but glowing.
In financials, the May cash balance sits at $1,567,128.85 with $107,443 separately restricted for Aud renovations. Total collections in May were $161,922. In comparison to the 2022 budget, it was an increase of 11,922 or around 8 percent and compared to May 2021 was an increase from $154,094 collected.
Year to date collections also showed growth with $655,564 collected with a budget of $504,000 showing an increase of $151,564. Compared to 2021 YTD collections for the same time period of $518,657 an increase of $136,907 or 26 percent.
Tourism Director Madison Dawson went over regional campaign and social media metrics showing online regional campaigns performing with a strong click-through-rate when compared to industry benchmark of 8 percent. Paid social media in May delivered 107,871 impressions which was a 123 percent increase over April but Dawson pointed out that the CAPC had only used paid social media marketing for half of April so the metrics were slightly skewed.
She also mentioned that 71 percent of users on the website were new users in the past month showing that new people were viewing the destination.
A small presentation by a member of Paradise’s marketing team provided some insight into their expectations in the coming months including a decrease of interest in air travel, normalization of travel behaviors more in line with 2019, and the expectation of travelers seeking packages to be “thrifty” with their spending.
Commissioners were very open to the information provided in the short presentation and even voiced to additional travel packages as part of their marketing strategy.
The Aud basement walls are painted, and flooring is to be done soon. Stairs are now properly up to code. Dawson also gave a report on her attendance of the Chambers tourism event last Tuesday. She covered the marketing strategies that the CAPC and Paradise Marketing utilize to bring visitors into Eureka Springs.
In conclusion, Mark Hicks, owner of Tuscan Manor, was nominated to the CAPC. He was voted to sit on the commission by city council at Monday’s meeting.