The City Advertising and Promotion Commission had a lot to cover on January 24 and got the ball rolling with clarification on the CAPC’s responsibility for the Auditorium. Vice Chair Steve Holifield, who also sits on city council, said that with the large sewer and water bill the city is dealing with, the Aud is the CAPC’s responsibility.
He urged commissioners to start arranging regular inspections of the building so that the CAPC can tackle any issues and put aside funds before they become bigger problems. Not all commissioners were comfortable with this: Kolin Paulk asked what agreement existed between the city and the CAPC concerning the Auditorium and argued for challenging the city.
David Avanzino said there was a contract between the city and the CAPC. Interim Director Mike Maloney pointed out that in the past few months there had been a series of crises at the Aud and agreed it would be wise to set aside funding to pay for repairs.
Chair Chris Clifton pointed out that the CAPC has an emergency fund and commissioner Brian Wyman concurred saying the money the CAPC has can’t just sit in the bank collecting interest, they are obligated to use it for the community and advertising.
Discussion moved to giving support funds for local events where new requests that had applied were later given an opportunity to present their plans and request funds. Commissioners agreed that there should be clear rules and a review of programs that have applied multiple times for funds.
Some events were referred to as “legacy events” because of how long they have been going on and how many visitors they brought to town. However, Maloney and commissioner Bradley Tate-Greene said that some legacy events should be able to put aside funds of their own for events and not be dependent on the CAPC, and it might be in the interest of the town to disperse funds to fresh events.
Clifton responded that he had been of the same mind before working here, but now thinks because this is a unique town, it depends on certain legacy events that consistently bring people in. Paulk recommended creating a position to act as a project manager to see which events impact the community most positively.
Several groups requested funds for new events and two were accepted. The Arkansas Questers, with more than 50 members of antique hunters and landmark restorers, will be holding a meeting at the Crescent Hotel and staying for two days. Commissioners granted $170 for their brochure. A new, four-day Eureka Springs Pride event has been scheduled for June and they were allotted $5000..
Before fund requests were reviewed, Maloney presented more information on the newly hired media firm Madden. With a $1.7 million budget Madden is promising a refurbished website, “always on” Google paid search and Google display ads, targeted ads, Facebook and Instagram, and more at specific times of the year.
The company will also track Expedia numbers so commissioners can decide whether they want to go with a different booking engine. The bulk of funds Madden is being paid are being used for media, but they will also be paid for creative, account, and leadership services to help guide the advertising plan for the upcoming year.
In closing, job titles, descriptions, and pay were modified for two existing employees who will now be known as the Administration Manager Danyelle Harris and Communications Manager Katelyn Jerrell. A hiring committee for interviewing candidates for CAPC Director position was formed and is headed by commissioner Brian Weinmann who will be assisted by Paulk and Tate-Greene. Clifton also discussed creating a Marketing Liaison position for which Paulk was nominated. Officers elected for 2024 include Chris Clifton continuing as Chair, Steve Holifield as Vice Chair, and Chris Jones as Secretary.