Serving the High Plains

Tax board resolves shortfall concerns

Concerns last month by the Tucumcari Lodgers Tax Board over a sudden shortfall in lodgers tax revenue were resolved Wednesday when it was revealed the mail service had lost a tax-revenue check by one of the city’s motels.

Also, the organizer of Rockin’ Route 66 gave a 13-page report of June’s festival and outlined plans for future editions, including the 95th anniversary of Route 66 in 2021 and the highway’s centennial in 2026. The report prompted board members to discuss boosting aid for the next Rockin’ Route 66, scheduled for June 25-28.

During the board’s September meeting, it discussed a 16% shortfall of motel-tax receipts from $64,919 in July 2018 to $55,701 in July 2019. The $9,000 decrease prompted board member Al Patel, owner of the Desert Inn motel, to speculate August receipts would be down as well and it would be a long-term trend.

City finance director Rachelle Arias said Wednesday the shortfall was caused by the mail apparently losing an $11,000 check of tax receipts from one motel. Arias declined to identify the motel, but she said its owner showed proof the check had been mailed and avoided the $100 late penalty.

City manager Britt Lusk said motel-tax receipts are 1.13% higher than a year ago and $12,000 over projections.

“Something good is happening,” Lusk said.

David Brenner, owner of the Roadrunner Lodge and a former chairman of the board, pushed back at that.

Brenner said motel-tax receipts are lagging behind inflation and gross domestic product, which means “we’re losing.” He said he has lowered prices at his motel to draw more customers, squeezing his profit margins.

Brenner also expressed dissatisfaction with Albuquerque-based Sunny505, which is guiding the city’s tourism campaigns. He said the “Tucumcari” part of the Interstate 40 billboards the firm designed is illegible, save for the “Tucumcari Tonite” design.

He said the board should pressure the city commission to give money “to events that work,” and it should form a seven- to 10-year guideline for budgets, especially when debt for the Tucumcari Convention Center is paid off by mid-2021.

Lusk said Sunny505’s efforts for Tucumcari have created 5 million internet impressions in the past year.

“If you get 1% of those in town, it’s a win,” he said.

Board Chairman Larry Smith said advocated a midyear review of Sunny505’s contract in December so it can make changes before it comes up for renewal in May.

Brian Whitcomb, organizer of Rockin’ Route 66, presented a report of the music gala. He said the festival in June drew travelers from 13 states and 12 countries, with demographics broader than the usual 45-to-65 age range.

He said five Tucumcari motels sold out of rooms, and two others nearly did. He said businesses affiliated with the festival saw a big increase in revenue. Circle K and Lowes reported their business doubled. He said he received compliments about the city’s hospitality, especially from TeePee Curios, Watson’s BBQ and Kix on 66.

Whitcomb’s report showed Rockin’ Route 66 saw a $3,500 financial loss, but he said that was “acceptable” for a first-year event. Estimated attendance was 5,000. No police calls related to the festival were reported.

He said he would beef up advertising for the 2020 festival, including at the Draggin’ Main festival in Clovis, which rescheduled to not conflict with Tucumcari’s event. He said the Travel Channel expressed interest. Danny B. Harvey and Annie Marie Lewis, one of the festival’s performers, recently composed a new song, “Rockin’ Route 66.”

Whitcomb said he wants to expand a poker run and organize a Route 66 cruise from Russell’s Travel Center in Endee. He said he is scouting for a location to host a race of 1930s-era vehicles.

Looking ahead to Route 66’s 95th anniversary in 2021 and its centennial in 2026, Whitcomb said he wants to “elevate” the level of entertainment and eliminate ticket sales by 2021.

“It’s hard to achieve,” he said of making Rockin’ Route 66 a ticketless event so soon. “But no charge helps bring more people to town” and would double attendance.

He said he wants to bring 20,000 people to Tucumcari during the 2026 festival.

Noting Rockin’ Route 66 earlier this year had requested $23,500 from the board in aid and received $20,000 because of a budget crunch, Smith said the board should “find a way to give back that $3,500.” He said Rockin’ Route 66 was “quite an accomplishment” after a one-year hiatus with the now-defunct Rockabilly on the Route festival.

Smith also he continues to oppose the city’s $3,500 support to the Tucumcari Railroad Museum because his Motel Safari guests frequently complain it’s closed when they go there.

In other business:

• The board declined sending another $3,700 to Sunny505 on a campaign to draw “snowbirds” and ski travelers to Tucumcari during the winter. Lusk said the board lacked the money for such an initiative, and Smith said many snowbirds and ski tourists already are on the move. Smith said the board “may have missed the boat” on the proposed campaign and resolved to revisit the idea next year.

• Lusk said the city likely would hire interns from Mesalands Community College to run the city’s social-media channels and Visit Tucumcari website. He said he would meet with the college’s president and a faculty member later this month to work on the details.

• The board announced Mike Castelli of Blaze-in-Saddle RV Park is its newest member. Castelli was absent from Wednesday’s meeting.

 
 
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