Board urges extension for tourism marketer

The Tucumcari Lodgers Tax Advisory Board on Wednesday voted to recommend a one-year contract extension to the city’s tourism marketer after several members expressed satisfaction with her performance.

The Tucumcari City Commission, as with all actions by the board, makes the final decision on whether to follow the advisory board’s recommendations. The commission’s next regular meeting is Thursday.

If approved by the city, tourism marketer Robyne Beaubien of Robyne Beaubien Consulting will receive $55,000 a year.

During Wednesday’s meeting, Beaubien detailed the recent tourism work she did for the city and board, including social media campaigns, print advertising, redesigning billboards and helping create content for a forthcoming visitors guide.

On the visitors guide, she said the 32-page publication requires only one more page of a schedule of events before it is sent to the printer. The initial 10,000-copy print run may begin as soon as this week, with delivery within two weeks after that. The total cost would be between $12,000 to $15,000, including shipping.

Board members expressed satisfaction with Beaubien’s performance, including Chairman Matt Bednorz.

“I think you’ve done a wonderful job this year,” he said.

Bednorz twice alluded to the previous marketing firm, Albuquerque-based Sunny505, with which the board members expressed discontent. The board pushed back against some of Sunny505’s efforts, especially with its billboard designs, and eventually voted to not renew its contract. Discussions of the city’s marketing direction proved so fractious, then-city manager Britt Lusk stormed out of one lodgers tax board meeting.

In the future, Beaubien said she would evaluate New Mexico True’s offerings, look into the senior citizens market, update the city’s tourism website and update the visitors guide.

Beaubien said she was considering the feasibility of a possible new campaign, “Tucumcari Two Nights,” a spinoff of the city’s longstanding “Tucumcari Tonite” slogan. She said she hoped to form partnerships with local restaurants that would offer a free drink or dessert if tourists stay two consecutive nights in the city.

Board member Al Patel suggested online campaigns for Tucumcari’s motels may need to be adjusted, as travelers now make reservations less than eight hours from their destination instead of two days.

Board members also suggested a marketing plan for the Tucumcari Convention Center and a plan for foreign visitors, which are anticipated to return to Route 66 this summer after the lifting of COVID-19 restrictions.

Another suggested a QR code posted at motels that would link to the city’s tourism site or online version of the visitors guide.

City manager Mark Martinez suggested some lodgers tax money be earmarked so he could spend it at his discretion in a tourism situation that requires a fast turnaround. He said he didn’t want to be hamstrung when the board meets just once a month.

Beaubien said she anticipated she would continue with her marketing efforts for two more years, then turn it over to a city employee.

“My goal is to work my way out of a job,” she said, “but I don’t think we’re there yet.”

• Tucumcari/Quay County Chamber of Commerce director Scott Crotzer said he plans to attend the Travel Alliance Partners’ TAP Dance gathering in May in Branson, Missouri, to pitch Tucumcari to tour bus operators.

Crotzer said he would be in a tourism pod with a Gallup tourism official at the event, which has waived the city’s $1,695 registration fee. Crotzer said the only expenses would be air travel, per diem expenses and lodging, which he anticipated would be a total of about $2,000.

Bednorz supported the effort, saying “it will pay for itself.”

Crotzer and local tourism officials in recent months have become more aggressive in marketing the city to tour buses, which can generate $5,000 to the local economy for each overnight stay.

• The board recommended using $13,000 in lodgers tax executive funds to bring in Longhorn cattle for the annual cattle drive down Route 66 during the opening of Tucumcari Rawhide Days, scheduled for April 29 to May 2.

Festival volunteer Karen Alarcon said organizers “want to continue the tradition” of the Route 66 cattle drive but noted the substantial costs of bringing the animals from Oklahoma and San Antonio, Texas.

Alarcon said another $5,000 to $7,000 will be spent on the festival for advertising.

Martinez said he would need to check the legality of moving executive funds before making a final recommendation to the city commission.

• In a discussion item by Bednorz, Crotzer and Tucumcari MainStreet Executive Director Connie Loveland suggested having mural artist Doug Quarles return to Tucumcari to repair his older murals and possibly paint two new ones.

Crotzer, noting the chamber had a printed map of the city’s murals, suggested digitizing an updated map instead.

Martinez also said better wayfinding is needed for the murals and agreed the older murals needed maintenance.

“I like new stuff,” he said, “but we have to take care of the stuff we have.”

• The board recommended spending up to $50,000 in executive lodgers tax funds for additional renovation work to the convention center.

Martinez said he soon will submit a change order with the current contractor working on renovations. Floor polishing and removal of baseboard has revealed holes, discoloration and damage to drywall. The new work would repair, texture and repaint the drywall.

He said a roof leak also has developed in the southwest corner of the facility.

Martinez said he optimistic all renovations would be complete by April, after which the convention center has several events scheduled.

• Martinez said lodgers tax revenue continued to come in at record rates, including more than $14,000 above projections in February. During public comments, Roadrunner Lodge Motel owner David Brenner cautioned those numbers may decline when mask mandates during air travel are lifted.

Patel, who owns the Desert Inn, noted local motel occupancy has continued to be high because rates in Tucumcari still are reasonable. Beaubien agreed, saying Tucumcari motels have refrained from “gouging” customers during an inflationary period.

• The board next meeting at 10 a.m. March 16 will be a work session to discuss aid requests from tourism entities and annual festivals.