Serving the High Plains

Tax board taking convention center in hand

The city of Tucumcari’s Lodgers Tax Board is taking on more oversight of the operations and marketing efforts of the Tucumcari Convention Center and its director’s job description.

Because lodging taxes fund the convention center, board Chairman David Brenner said during the board’s Wednesday meeting it should have “more input” into its operations.

Brenner said the convention center needs to beef up marketing efforts to attract more lucrative conventions, such as those by municipal leagues and county officials. To do so, convention center director Loy McSpadden said he needs to travel to more to pitch the center.

“I need to get out and talk to people about it,” McSpadden said.

Board members also talked to city manager Britt Lusk about adding language to the convention center’s reservation contracts that would allow the city a six- to nine-month opt-out clause if it lands a more lucrative event.

The issue came up because a client reserved the convention center for a wedding before the Rockin’ on Route 66 festival did for June 2019. The convention center was forced to refund the client’s money and deposit. Tucumcari Rawhide Days also has not yet reserved the facility for 2019.

Another problem is the New Mexico Route 66 Museum takes up one wing of the convention center close to the facility’s kitchen. That leaves the center without one of its most valuable spaces or with less room for big events.

“As much as I love the museum, it’s a drawback for conventions,” Mayor Ruth Ann Litchfield said.

Board members also scheduled a special meeting Oct. 17 with Lusk to discuss the convention center director’s job description. Lusk said the meeting should go into executive session because it is a personnel matter.

In other business, the board discussed during a telephone conference call with Joan Griffin of the Griffin & Associates marketing firm of Albuquerque about the imminent relaunch of the city’s tourism website and other efforts.

Griffin said several board members will receive a link to the new tucumcaritonite.com tourism site shortly before it relaunches. Griffin & Associates also is finishing 15-, 30- and 60-second tourism videos for Tucumcari and is preparing images and content for eight billboards along Interstate 40 in Texas or New Mexico.

Lusk said because social-media efforts led to at least at 19 percent increase in attendance at this year’s Fired Up festival, Griffin & Associates and other marketers should use a similar strategy with next year’s Rawhide Days and Rockin’ Route 66 festivals.

Lusk said repairs on Interstate 40 exit lights on the far east and west sides of Tucumcari have been completed by city electricians. He said only thing remaining is for Xcel Energy to turn them back on.