Serving the High Plains
Serving the High Plains
The Tucumcari Lodgers Tax Board on Wednesday unanimously approved its chairman’s plan to form a local tourism committee in place of an Albuquerque marketing firm, but not before an argument between him and outgoing city manager Britt Lusk prompted Lusk to walk out of the meeting.
All board members and several audience members who spoke up voiced support for Chairman Larry Smith’s four-page plan, which will be presented to the Tucumcari City Commission during its regular meeting Thursday for final approval.
The board approved the document with a few changes, including the removal of Smith and board secretary Al Patel as potential committee members because of conflict-of-interest concerns from Lusk and others.
Smith read aloud the proposal he drafted, which also served as a critique of previous tourism efforts. It stated “Tucumcari appears schizophrenic with no real identity” because of a lack of cohesion in its marketing, and Albuquerque firm Sunny505 “failed due to issues with the agency itself and the lack of solid direction they received from their primary local contacts.”
The city commission, following the board’s recommendation last month, voted last month to not renew Sunny505’s contact. Its pact expires in May.
“Instead of immediately hiring another firm, a tourism committee would essentially farm out our marketing and advertising needs to the appropriate entities, better utilizing the strengths that each has in their particular fields and mediums,” it stated. “A committee would work to make sure that we’re utilizing the best resources for each medium and take advantages of multiple designs services available to us at NO COST, leaving more funds to be used for tangible items.”
Smith’s plan states the committee “ideally” would consist of seven members with “a positive attitude and collaborative spirit” with some marketing experience and knowledge of the city.
The plan suggested Connie Loveland, Tucumcari MainStreet’s director, and Carmen Runyan, Tucumcari/Quay County Chamber of Commerce director, as members. Other members would be seated after the city commission approves the plan.
The document also suggested one city commissioner, plus Smith and Patel as members. Smith initially justified two board members on the committee because of a “shallow pool” of potential candidates and cited existing “checks and balances” to keep them from having too much influence.
Lusk warned about the appearance of a conflict of interest with two board members on the committee, and such a panel would “report to yourself.”
Lusk, a longtime supporter of Sunny505’s efforts, credited the firm for a 7% increase in lodgers tax revenue from the previous year. Smith, who owns Motel Safari, dismissed his argument, telling Lusk “you’re not a business owner,” and local motels’ marketing efforts led to the rise.
Lusk responded, “I’m the CEO of this city.” After more back-and-forth with Smith, Lusk finally said: “Can I be dismissed since I’m an invitee (to the meetings) and don’t matter anyway?” and walked out of the city hall chambers.
Lusk returned moments later to retrieve his laptop computer and departed again. He did not give the city manager’s report listed on the agenda, and the meeting continued without him. Lusk is resigning his position effective April 5 for a similar job in Texas.
In an email Thursday to the Quay County Sun, Lusk stated he had misgivings about the tourism committee.
“I believe it has not been vetted, and I don't believe they know what they are getting into,” Lusk stated. “I believe the proper way to handle any professional service such as marketing is to go out to RFP. I also believe that Route 66 is a vital part of Tucumcari, but it is only a part, and I don't believe we should hang our hat on Route 66 alone. I think that back in the day the Tucumcari Tonight slogan was a successful slogan, but I also think we need to let go of the past and focus on the future. … I believe that if this committee goes through it is another example of the ‘good ole boy’ system prevailing in Tucumcari.”
David Brenner, owner of the Roadrunner Lodge motel and a former board chairman, also cautioned putting board members on the committee: “The concern on conflict of interest is real.” He noted it takes the board just three members for a quorum.
Board member Matt Bednorz said he’d rather have Smith and Patel on the board than on the committee. Todd Duplantis, a liaison for the city commission, also expressed conflict-of-interest concerns.
Smith, apparently persuaded, said he’d remove those names from the plan.
The proposal listed initial tasks: establish a business plan, create a toolkit or style guide for marketing and advertising products and implement the toolkit.
Smith’s plan also advocates:
• Revamping the city’s tourism guide and mural map into one comprehensive publication;
• A more consistent look in Tucumcari’s print advertising;
• Working with the Sun Vista and Lamar billboard companies to provide marketing assistance at no additional cost to the city. Smith stated the current billboard campaign is “a disaster”: “NM True print ads were essentially blown up” and are difficult to read;
• Have local residents supply photographs and video for marketing materials;
• Boosting the city’s social media presence, noting its Instagram account is inactive and its Facebook page is being run by a volunteer after it also went dormant for months;
• Updating the VisitTucumcariNM.com website so it can be easily maintained;
• Adding signs around the city pointing out Route 66 and adding possibly old-time Burma Shave signs;
• Keeping an eye out for new marketing possibilities, including on the Fast TV Network or Route 66 Radio.
“There are a lot of meetings being held but nothing being done,” Smith stated. “This committee would be a means of action.”
Smith said Route 66’s 100th anniversary is coming in 2026, and the city needs to be prepared for an influx of tourists. He said he did not want the city to issue a request for proposals to find a new marketing firm.
“We’re not turning it over to someone in Albuquerque and hoping for the best,” he said.
All board members expressed support for Smith’s plan. Bednorz described it as “a win-win, and it saves money.” Lila Doughty liked it because would use local people “who love Tucumcari.”
Duplantis, concurring with the board’s dissatisfaction with Sunny505, he liked the plan but urged forming a timeline to complete its tasks and that startup costs need to be taken into consideration.
Nancy Mueller, co-owner of the Blue Swallow Motel, thanked the board for its work and said the plan is “a step in the right direction.” She also said the city needs to hire a director of tourism.
Runyan admitted she did not like most of the chamber’s existing print ads and brochures and was working to redesign them.
“Yes, it’s terrible,” she said of the ads. “We’ve slummed long enough. At least give me a chance to show what I’m able to do.”
Patel presented ideas, including adding billboards along Oklahoma’s Interstate 40 corridor in which the board would pay two-thirds of the cost and individual Tucumcari businesses would pay the other third. He also advocated the erection of Route 66 light-pole banners.
In other business:
• The board approved $1,199 of reimbursements of website domain and advertising costs for Rawhide Days, slated for May 2-3. In comments later, festival chairwoman TJ Riddle said sponsorships are down for the fifth annual event.
• The board tabled action on giving a $5,000 deposit to Rockin’ Route 66, slated for June, because no formal agreement could be found. Lusk said such an arrangement violates Lodgers Tax Board ordinances, and it would take months to change the law. Duplantis said such an unprecedented arrangement “opens a can of worms. If we have to do it for one (festival), we have to do it for all.”