A focus of the City Adverting and Promotion Commission workshop on March 27 was possibly making changes to the Auditorium’s rental policy. The majority of the discussion was whether the Aud should be used as a venue to bring in big acts so as to draw tourists who would likely stay overnight, or if it was worth it to allow smaller acts and community events such as dance recitals to also take place.
Commissioner Brian Weinmann argued that it was not worth the cost encouraging community events, and that the focus should be drawing in bigger acts. Interim Director Mike Maloney explained that a big part of the issue is the promoters and that it might help if the CAPC made contacts with agencies such as William Morris in order to find out what acts are touring in the area and approaching them about playing the Aud. Another suggestion, which has been discussed before, was the idea of hiring an Aud Director who would be in charge of booking acts and contacting agencies and promoters.
Budget figures depend on how you look at it
When the regular meeting started, commissioners were presented with current budget numbers. Preliminary February collections for food & beverage came to $46,651 with a budget of $91,650 and lodging collections came as $40,384 with a budget of $91,650. This left February collections down 49 percent and 56 percent for each category, respectively. Year to Date collections are $175,155 with a YTD budget of $366,600, and collections meeting 52 percent of that budget.
In historical comparisons food & beverage collections for February were down seven percent compared to a year ago, with 2024 collections at $46,651 and February 2023 at $50,110. Lodging collections were down 42 percent compared to last year at $40,384 compared to $69,766 in 2023. YTD comparison to 2023 is down 31 percent overall with 2024 collections at $175,155 compared to January and February 2023 at $247,377.
The comparison of February 2023 food and beverage and lodging numbers caused shock until commissioners were told that differences were based on how much had been budgeted for each year by taking the entire budget and spreading it evenly among 12 months. Chair Chris Clifton requested that some changes be made into how the budget is calculated and presented to clear up confusion. Financials were then approved.
Maloney presented an update on how Madden Agency and the tools for tracking numbers has already yielded results. He said that website traffic for the Eureka Springs site has increased exponentially, and referrals to information on Eureka Springs for those browsing the site has gone up 87 percent.
Newsletters sent to publications such as National Geographic and Forbes had been opened by 77 percent of receivers. Eureka Springs has also featured in several “Top” lists such as the13 highest ranked Small Towns in the United States, 25 Amazing Things to Do in Arkansas, and 15 of the safest LGBTQ friendly cities in the United States.
Ads have been placed in national magazines Outdoors and The Knot, one of the principal magazines for the wedding market, and a special marketing campaign that will run for 13 weeks on LGIT, the LGBTQ travel association. Maloney wrapped up by saying that numbers showed the St. Patrick’s weekend had been one of the best celebrations the city’s had in a while.
Funding requests
The Soapbox Derby that has been under discussion for several meetings, and The Good Ol’ Corny Vaudeville Show to be put on by the “Bomb Squad” theater troupe, were under consideration. The Soapbox Derby has city approval to use Planer Hill and go down to the Cathouse for the race. They were asking for the full $5,000, which commissioners approved.
The vaudeville show, being put on to raise funds for the Museum of Eureka Springs Art and will feature 15 acts including a fire-spinner, musicians, and dances all themed around the 1920s, requested and received $4,000.
We’re hiring
Maloney advocated for a Group Sales Manager position for an individual who would travel the country and reach out to groups that hold meetings, shows, or conventions, and promote Eureka Springs as a destination. A $50,000 salary has been budgeted, with this person being, as Maloney put it, “The face of Eureka Springs to the outside world.”
Maloney is still filling in as interim director, and he and two other candidates are being considered for the full-time position.