Finance Director Ty Reed started the Dec. 19 meeting with a review of the budget for the City Advertising and Promotion Commission. He said there is currently around $2,000,000 in assets and that the current year-to-date data shows that they are down only $2000 when compared with 2023. Director Mike Maloney also noted that delinquency notices had been sent out to six people and at commissioner David Avanzino’s request, said he would make the list available to commissioners.
In his director’s report, Maloney said Madden Media’s numbers have shown that most tourists are coming from Dallas, Kansas City, Chicago, Oklahoma City, and Tulsa. The Kansas City Pitch did a story on Nightmare in the Ozarks, calling it a “Goth Mardi Gras.” Maloney said plans are being made for the event to last a week instead of three days in 2025.
The Bash with a Splash Event had been mentioned in U.S. news, world news, and on CNN. Maloney said that the local Fox News channel would be filming the event for Arkansas viewers and hoped this would become an annual affair, making Eureka Springs a destination for people wanting to celebrate the New Year.
Maloney told commissioners how the staff had attended an information and training in Gulf Shores, Ala., with Madden Media where they learned “a great deal.” Madden encouraged the team to “break from no and ask what if” that would change the paradigm to looking at what is possible for the city’s promotion.
He added that Madden was supplying better data and tracking programs, especially looking at where money is coming from and how it’s being spent. Maloney shared Madden’s 2025 marketing proposal focused on a growth mindset and investing in the future of Eureka Springs tourism. Part of this will involve the creative evolution of the “Free to Be” slogan, with how and when to utilize it.
In 2024 the CAPC paid Madden $1,047,000 which mainly went to the website, in 2025 they have suggest being paid $1,346,000 the bulk of which will go into advertising, including print and digital media.
The CAPC will be switching over to WordPress, which will take about six months to modify the website but will make it faster and easier to navigate. They will also be working on video and photo shoots. Their main goals were to target growth markets such as Louisiana, Chicago, Houston, Dallas, Memphis, although they expect to reach people from all over the country.
The short-term goals are to do final touches on the autumn photo and video shoot, prepare for Spring 2025, and work on the “Free to Be” evolution. Long-term goals would be filling current gaps in the markets of weddings, mountain biking, meetings and conventions, and promoting the winter holidays.
For advertising, Madden will build online interest through sites and search engines such as Google, Expedia, and Epsilon. They will use billboards, regional magazines, IHeartRadio podcasts, and plan to work with the University of Arkansas Razorbacks. Both Maloney and commissioner Kolin Paulk were impressed with what they had seen from Madden and urged commissioners to “go all in” with the company. Commissioners voted to accept Madden’s proposal.
Maloney said the CAPC is arranging the Eureka Springs Music Awards, planned on April 13, to present awards to local musicians. Que Thomas said that he and CAPC Administrative Manager Danyelle Harris will be co-hosts for the event. Thomas said that starting Feb. 1 there will be public voting on general nominations in respective categories. Results will be pared to the top three to five nominees in each category, and from March 1 to the 22nd will be final votes. It is open to bands and acts from anywhere, but the focus is on local talent. Businesses can sign up for sponsorship and a web page is being created for further information.
Money talks
Commissioner Heather Wilson pushed for giving staff a bonus and had asked the city and legal counsel for one percent of taxes collected going toward a bonus to be divided between staff based on merit. Commissioners agreed and also voted to have hourly staff put on salary.
Danny Watson asked for $1500 to advertise Goggles, Gears, and Springs Steampunk Fest which will be held at the Shamrock Inn. Participants to be in a parade, cosplay fashion show, Tea Dueling, and more will make donations to the Good Shepherd Humane Society. It will be a pet friendly festival with trophies given out by local businesses. There will also be a Time Travel Tarot and Burlesque. and Watson said he already had 12 vendor applications. He said he would be primarily using the funds from the CAPC to run Facebook ads. Commissioners approved the funding.
Reed mentioned accounts payable procedures for funding requests, and Maloney said that they needed a “best practices” policy. Chair Steve Holifield said they should have a workshop about budget requests and have a plan by the next meeting. They will also talk about a problem brought to Avanzino by the Planning Commission about how to collect taxes. Avanzino volunteered to be a liaison between the CAPC and the Planning Commission and Holifield said to bring it up at the next meeting for discussion.