Serving the High Plains
Serving the High Plains
One of the draft designs of banners that would be installed on street lights in Tucumcari later this year.
The Tucumcari Lodgers Tax Advisory Board recommended the city proceed with obtaining price quotes for 300 banners and hardware for streetlights on the Main Street, First Street and Route 66 corridors.
John Echols, account executive for Amarillo-based Gray Digital Media, the city's tourism marketer, on Wednesday presented to the board three banner draft designs and a preliminary price quote for them.
Echols estimated the 2-by-3-foot, sun-resistant banners and the hardware for about 300 streetlights in Tucumcari would cost about $28,500.
Echols said if the city wanted two banners for each pole, it would cost $49,200.
Mayor Mike Cherry, the board's liaison, said only 22 streetlights in the median along First Street would need the double-sided setups.
Either way, the cost would be well under the $60,000 threshold that would require the city to issue an official invitation to bid. Instead, the project would require only three price quotes.
The three banner designs contain a Route 66 shield, the official Tucumcari logo and the phrase "Celebrating 100 Years" - a reference to the highway's centennial in 2026.
Board Chairman Matt Bednorz said he liked all three proposed banner designs: "I think there's not a bad choice."
Echols said the banners can be produced in as soon as 48 hours. Xcel, which owns the street lamps, previously has pledged to install the banner hardware.
In his motion to direct city government to proceed with the banner quotes, board member Al Patel said all three designs would be used, alternating on each street light.
The Tucumcari City Commission likely will act on the banner recommendation during its Jan. 23 meeting. The board hopes to have the banners installed by March or April.
In another action, the board recommended approval of Gray Digital Media's designs for billboards along Interstate 40 in Texas.
Echols presented his company's other tourism campaigns, including two 30-second video advertisements that will be shown during Dallas Mavericks basketball broadcasts, plus on streaming platforms such as Hulu and Roku. A 15-second ad also is planned.
Echols said his company is working on digital ads for New Mexico ski season, plus future ads for so-called "snow birds" who travel from Arizona to the Midwest and Northeast in the spring.
In other action by the board:
- It set a deadline of 4 p.m. Feb. 28 for organizers of events to submit applications for lodgers tax aid for the 2025-2026 fiscal year. The board likely will make recommendations on those applications during its March 6 meeting.
- Bednorz informed the board it ought to consider making a recommendation during its April or May meeting whether to renew Gray Digital Media's contract.
- Board member Tonya Rigdon thanked the Tucumcari Tuesday volunteer group for its weekly cleanup events in the city.
