The City Advertising and Promotion Commission spent an April 25 workshop discussing updates to its marketing support guidelines, and to start the conversation Executive Director Mike Maloney presented what he called “a very large request” for $8000 from Sean-Paul representing the Halloween City committee. Finance Director Rick Bright mentioned the commission has only $7000 left in its marketing support budget left for the year.
Maloney said the application was very professional, and the committee claimed their activities would attract 12,000 visitors to town. Last year, the CAPC gave $4000 for the initial Halloween City promotion that featured a variety of events. Advertising for Halloween City was augmented by a well-received Edward Robison promotional video, which Maloney said could be used again this year.
Commissioner Dustin Duling was not convinced the Halloween City promoters could claim 12,000 visitors since October is a busy month every year anyway, and there are other activities in town during the month. Nevertheless, he said, it does give visitors something else to do.
Commissioner Terry McClung commented Halloween night is traditionally not a good night for events and he was opposed to providing any more support than they gave last year.
Maloney said the events last year did drive traffic to town, but said the CAPC could use its television ads for better exposure than the print ads requested in the application.
Former commissioner Damon Henke said there would be plenty of people in town during October but this event is about branding. The goal is to make Eureka Springs a Halloween destination. He recommended commissioners use CAPC marketing prowess in an amount equal to the request, but commissioners agreed with McClung that $4000 was plenty to offer in marketing support funds.
For commissioner Susan Harman, this discussion brought up the marketing support requirement that funds should be spent to bring folks from at least an hour away. Fayetteville and Rogers were closer than an hour, and discussion then veered toward adjustments to the guidelines and marketing goals.
Maloney mentioned adjustments to the guidelines he proposed, which included renewed emphasis on marketing at least an hour away from Eureka Springs and Carroll County. He also wanted to institute a $5000 maximum per request, and wanted a 50 percent match from the applicant of which no more than 25 percent could be in-kind, which must be explained clearly on the application.
Maloney also suggested three support cycles per year so that every meeting is not tied up considering marketing requests. He reiterated that the CAPC does not simply write a check to the applicant. All ads must be approved by the CAPC prior to publication or posting, and if approved, Bright would write a check to pay for the placement when a bill comes in. If the ad was not approved, the CAPC is not responsible for it. Guidelines are available on capc.biz.
As for enforcement, Maloney said the CAPC would require a detailed follow-up report within 60 days explaining how the funds were spent.
Commissioners pointed out they had never enforced the requirement of matching funds in the past, to which Maloney responded, “Nobody gives one hundred percent grants.” Bright said the responsibility of follow-up could fall on him. He said he would make contact with the applicant, and if he does not get a response, the promoter would not get funded the following year.
McClung suggested instead off funding cycles, maybe require receipt of the request 120 days before the event. Also, first come, first served until the funds budgeted for the year are disbursed. He added that regardless of what they eventually decide, they must enforce the rules.
Commissioners had a whirlwind of points and qualifiers about how to determine the number of visitors an event actually draws so they can properly evaluate effectiveness of the support amount, but generally agreed on setting a $5000 maximum for support. Commissioner David Mitchell pointed out would naturally cause the promoter to contribute as well.
Commissioners will vote on Maloney’s guidelines’ revisions at the May 9 meeting.