Town of Taos Marketing Budget
Sent on Behalf of the Town of Taos
2008-09 Marketing Budget as of July 1, 2008
The Town of Taos Mayor/Council has made good on their commitment to increase this fiscal year’s direct marketing budget, even though Town gross receipts are still flat through May, and department directors have cut all other Town budgets by 11 percent.
Currently, the commitment that was approved by the Mayor/Council at their June 24, 2008 Final Budget Meeting, is for marketing funds that total approximately $430,000.00.
$224,000 of that total can be actively funded right now – and has been. The funds currently exist to be spent, and Griffin & Associates, the Town’s marketing contractor, is fine tuning their program for these funds, which include an aggressive free media program and other leveraged promotion of Taos in addition to a direct paid advertising program. Some of these funds are already roughly tagged to programs and marketing assignments (film oriented promotion, Taos’ Mother’s Day concert, Taos Plaza Live, media clip service, Taos Fiestas, etc.), but Griffin will be working with the Town to improve how they’re spent and the consistency and effectiveness of the marketing message and design.
The balance of the total budget, approximately $206,000, is a priority for funding, according to the Town of Taos Mayor/Council, but the Town’s Finance Department indicates that the actual revenues are still forthcoming. Commitments for contractually spending these funds cannot be completed until they materialize through gross receipts and lodgers tax revenues – hopefully later this calendar year.
Normally, there is a 30-90 day lag time between tax revenues accruing (being paid by Town merchants), and the Town receiving them. So, sometime in September or October of 2008 it is hoped that these added monies will have been collected from this summer’s June through August activity. At that time, Mayor/Council’s intent is to complete their funding of the full marketing budget. This funding may be assisted by a grant the Town applied for, along with their Taos marketing partners, from the State of New Mexico.
July 24 at 6:30 p.m., Town of Taos Council Chambers, Griffin & Associates jgriffin@griffinassoc.com is sponsoring one of their regular community briefing meetings about the marketing effort for Taos, and this will include discussion of this fiscal year’s budget and direction. All members of the Taos community are welcome to attend and constructively share their ideas, views and input. Past reports about activity can be found on the Town of Taos web site, www.taosgov.com (click on upper right hand ‘Community’ button and scroll down for Marketing Information). Griffin has been on board, completing marketing activity, since October, 2007, when their contract with the Town was signed and funded.
This direct marketing budget is in addition to funds that last year were used for Taos marketing by local nonprofits and others applying for and receiving Town funds for advertising through a Request for Proposal process. Last year – and this year — $120,000 was set aside for this proposal process which allows area entities to apply for awards from three categories: economic development, community development, and programs that help to reduce youth violence. Last year Taos Solar Fest, among others, received an award out of this process that was used to promote Taos and bring tourists here. Interested members of the public should contact Tina Torres, Town of Taos Finance Department, to be placed on a list to be notified of these RFPs, ttorres@taosgov.com or call 751-2025.
