Serving the High Plains
Serving the High Plains
Largely following the city manager’s recommendations, the Tucumcari Lodgers Tax Board during a special meeting May 25 split contributions to events and entities during the coming fiscal year between its promotional fund and executive fund.
The city commission later in the week approved some of the recommendations, with more money allotted to some requests and less to others.
The board also may revisit funding requests in September and recommend more money to events when an anticipated surge in hotel tax funds this summer is more apparent by the end of tourism season.
It was the first meeting for the rejiggered board, which the city commission appointed during its May 13 meeting. Returning were board members Matt Bednorz, Lila Doughty and Al Patel. New members are Dawn Federico of the Blue Swallow Motel and Harsh Sheth of Motel 6. Out was Chairman Larry Smith, whom the board replaced in that position with Bednorz.
City Manager Mark Martinez recommended a promotional fund allocations of about $48,000 that would still leave a cash balance. He also recommended several funding requests be granted by the executive fund because they are not strictly events.
After about 45 minutes of discussion over the figures, the board approved these promotional-fund recommendations to be forwarded to the city commission:
• Tucumcari Rawhide Days, $13,644 ($25,000 originally requested);
• Rockin’ Route 66, $18,644 ($25,000 requested);
• Rattler Reunion, $7,000 ($7,386 requested);
• New Mexico Music Showcase, $8,000 ($9,000 requested);
• Fired Up Fridays, $1,350 ($1,350 requested).
Martinez said the board might consider doling out more money to events in September if an anticipated increase of motel-tax revenue occurs this summer.
David Brenner, owner of the Roadrunner Lodge Motel and a former board chairman, said he forecasts a significant increase in those funds. He said business at his motel is “better than they have ever been before,” and all is domestic travel that’s pent-up from the pandemic. He said motel business will surge more once the U.S. government reopens travel from foreign countries, especially Europe.
The board approved these executive-fund recommendations:
• $50,000 for a new city tourism marketer;
• $25,000 for New Mexico True advertising;
• Fast TV Network, $11,250 ($11,250 requested);
• Tucumcari Historical Research Institute, $14,500;
• Tucumcari Talking Tour, $3,000 ($3,000 requested);
• Tucumcari Railroad Museum, $4,500 ($4,500 requested).
During the city commission meeting two days later, the commission voted 3-2 to approve changes to the budget proposed by Martinez.
Martinez said he based his changes on improved projections on lodgers taxes to the city, and the board had to base its decisions on amounts known to be available in previous estimates.
Also, Martinez said, the board did not have knowledge about funding available from the New Mexico Department of Tourism for tourism-related promotional material.
Martinez said the improved outlook for lodgers’ tax funds and the additional money from the tourism department allowed increased funding for some lodgers’ tax functions and decreases for others. As an example, he said Tucumcari’s information on museums could be combined into a single brochure.
In the following, the event or is listed first, the Lodgers’ Tax Board recommendation is listed second, and the amount the commission approved is listed last.
• New Mexico Music Showcase, $8,000, $8,000.
• Tucumcari Rawhide Days, $13,644, $20,000.
• Rockin’ Route 66 Festival, $18,644, $25,000.
• Rattler Reunion, $7,000, $7,386.
• Fired Up Fridays, $1,350, $1,000.
• Talking Tour, $3,000, $2,000.
• Railroad Museum, $ 4,550, $2,000
• Tucumcari Historic Research Institute, $14,550, $5,000.
• Fast TV Network, Inc., video program about the city, $11,250, $11,250.
District 1 Commissioner Ralph Moya and District 2 Commissioner Paul Villanueva voted against the revised Lodgers’ Tax recommendations.
Moya said, “We should follow the recommendations of the Lodgers’ Tax Board.”
During the board meeting, Bednorz expressed concern about inflation with aid requests in recent years. He noted aid requests totaled only about $36,000 in 2013, and more than two-thirds of that went to the Tucumcari/Quay County Chamber of Commerce.
“We have to do something about spending,” he said.
City liaison Todd Duplantis said the additional money for events might be justified because the COVID-19 pandemic canceled most of them in 2020 and 2021, and “it takes a little more money to get going again.”
Martinez recommended the $25,000 for New Mexico True because it would be matched by $2 for every $1 spent by the city for digital and print advertising and professional photography.
Martinez said he also was recommending hiring Robyn Beaubien to guide its tourism marketing with the $50,000 in executive funds. Beaubien also helped the city and board with its logo rebranding.
The commission then approved a contract with Beaubien for $55,000 for one year, an increase from Martinez’s initial estimate of $50,000.
Karen Alarcon, chairwoman of Tucumcari Rawhide Days, said the 2022 event plans to have New Mexico youth longhorn show with 100 to 150 animals. The festival’s theme will be “Lights, Camera, Action,” with a possible western film festival at the Odeon Theatre or outdoors.
Mike Lee of Fast TV Network said he’d use his funding request to produce two more “Legends of Route 66” episodes, including one that focuses on whether Main Street was an early alignment of Route 66. He said the first “Legends” episode based in Tucumcari has logged 8 million views.
Brian Whitcomb, promoter of Rockin’ Route 66 for June 2022, also said he anticipates road travel will rise dramatically after the pandemic wanes. He said many towns are skipping celebrations of Route 66’s 95th anniversary this year, but many tourists instead will reschedule their trips in the 99th and 100th year of the highway in 2025 and 2026. He requested $25,000 because many sponsors faced financial challenges from the pandemic. Whitcomb added later in the meeting his establishing an office in Tucumcari was “still in the works.”
Jackie Duplantis, representing Rattler Reunion that’s scheduled for August, said 101 people at the 2019 event stayed for three nights in Tucumcari, 177 stayed two nights and 20 stayed one night. She said he funding request would be used primarily on publications and mailings to alumni.
Connie Loveland, executive director of Tucumcari MainStreet, said she rejiggered the annual Fired Up festival this year into Fired Up Fridays, held the third Friday of each month through September. She said her funding request would be used for advertisements for locals and tourists.
Loveland, representing Tucumcari Talking Tour, said that money would be used for the distribution of rack cards.
For the Tucumcari Railroad Museum, Loveland said the money would be used for rack cards and advertising in Trains Magazine and the New Mexico Route 66 Association’s publication. Duplantis praised Loveland for her efforts in trying to make the museum fiscally self-sufficient and extending its hours.
Cindy Lathrom of the Tucumcari Historical Research Institute said it wants to advertise the Tucumcari Historical Museum in New Mexico more, attract more tourists and encourage longer stays in the city. She noted, however, the city has cut its employee hours at the museum.
Jerry Lopez, representing New Mexico Music Showcase, was ill and unable to attend the meeting.
Quay County Sun correspondent Steve Hansen contributed to this story.