Tourism Director Mike Maloney presented the City Advertising and Promotion Commission 2024 budget in a workshop on Dec. 21. The budget for 2023 was estimated at $2.3 million and Maloney requests $2.4 million for 2024.
The first items were food, beverage, and lodging sales for 2023. Although food sales were up 30 percent as of October, commissioner David Avanzino pointed out that many business owners had approached him with concerns about sales. Commissioner Kolin Paulk acknowledged this but stressed that current numbers look good. Chair Chris Clifton worried it would be difficult to hit $2.4 million, primarily because of the rise in long-term rentals over nightly lodging, and was unsure of the discrepancy between business owners’ perceptions and reported revenue.
Crescent Hotel General Manager Jack Moyer felt the primary reason for the shortfall was the extreme heat of the summer impacting visitors, as the spring and fall had better numbers. He suggested targeting weddings and groups, as this will improve sales across all sectors.
Maloney and CAPC Finance Director Scott Bardin brought up the need to reach out to groups that would have expos, tradeshows, and sports events. Moyer encouraged the CAPC to go all in on Blues Fest and Ozark Mountain Music Fest, and increase business from April through December.
The CAPC will no longer use Paradise Marketing and will instead work with Madden Media. Madden has bid a $1,744,000 budget which will include handling media, town PR, and full website service. Video productions will be done by the CAPC with Maloney mentioning that they are seeking the rights to six “stunning” commercials filmed by Edward Robison in 2018.
Madden would also manage Google search, which caused Clifton to inquire about Expedia and other website reservation numbers. Maloney said Madden’s research was 50,000 reservations through Expedia. Other members raised concerns about VRBO and AirBnB due to the city’s moratorium, and wanting to promote hotels and motels instead. Clifton said the sites couldn’t be avoided, as they are part of Expedia.
Maloney asked for money to do in-house advertising through print and radio ads although Avanzino wondered if tourists really used print items or listened to local stations, as they used the internet. Several members argued the importance of the Eureka Springs Fun Guide, used by locals and tourists to find out about events and venues. Maloney also argued that radio, when using stations in locations like Springfield, has increased sales.
The discussion turned to putting aside money for Influencer and Media visits and the importance of individuals being vetted so that the CAPC didn’t end up “paying for someone’s vacation.” He also recommended funds to support organizations and businesses for $5000 if they could show their event would bring in revenue. This opportunity would run for three years and be in the by-laws workshop.
Maloney suggested more Music in the Park and Bardin mentioned pop-up artists on Spring Street. Maloney brought up the Folk Festival, the longest running in the United States. He was inspired by Jeff Danos’ “magnificent” exhibit at the Eureka Springs Historical Museum and wants the CAPC to work toward strategic advertisers and reviving events like square dancing, fiddling, and picking contests to engage the community. Also, the 4th of July event currently has $21,000 for 15-minute fireworks show from Rainbow Fireworks.
The next major portion of the budget concerned the auditorium. Money is needed for licensing, a front house manager, concessions, and operations. There are also renovations and upgrades needed. Ticketing will no longer be done through ThunderTix.com.
Money will be put aside for ushers due to more events, for CPR and emergency training, and janitorial services. Renovations needed for the building include repairing a water leak, rotting support beams, and a “fragile” gas line.
Bardin interjected that a 10-to 20-year plan was needed so that issues that now cost thousands don’t, if they go unaddressed, cost millions.
Maloney requested to raise staff pay and add a group sales position, which Clifton said needed an executive session. David Avanzino requested a line for Park renovations, but the majority of the commission said money would come from reserve funds.
The next meeting is scheduled for 6 p.m., Wednesday, Jan. 24 at the Aud.