[{"_1":2,"_87":-5,"_88":-5},"loaderData",{"_3":4,"_26":27},"root",{"_5":6,"_17":10,"_18":19,"_20":21,"_22":10,"_23":-5,"_24":-5,"_25":10},"user",{"_7":8,"_9":10,"_11":10,"_12":-5,"_13":-5,"_14":15,"_16":-5},"roles",[],"isAuthenticated",false,"isPremium","planName","subscriptionStatus","featureFlags",{},"insightsBudget","isDevelopmentHost","userPreferences",{},"recaptchaSiteKey","6LcvOJcUAAAAAHsB-gPGfGktcRlKpH7OTIU_dMTD","isImpersonating","impersonation","affiliateStatus","isFreedomPortal","routes/v2/article/layout",{"_28":29,"_30":31},"notFound",true,"relatedArticles",[32,75],{"_33":34,"_35":36,"_37":38,"_39":40,"_41":42,"_43":44,"_45":46,"_47":48,"_49":50,"_51":52,"_53":54,"_55":56,"_57":58,"_59":60,"_61":62,"_63":64,"_65":66,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},"mediaId",6267240,"mediaKeyId","3077119-2243b401d39199d3e39745ac82866872","parentId",3077119,"title","LaSalle County tourism contractors show new ads, commission leans toward ending audio tag and social reels","audioSeconds",1915,"startMs",385000,"endMs",2300000,"viewUrl","/Search/View?dp=1&key=3077119-2243b401d39199d3e39745ac82866872&start=385&end=2300","thumbnailUrl","https://assets.pipeline.soar.com/3077119-2243b401d39199d3e39745ac82866872/thumbnail_385000.jpg","articleUrl","/articles/6267240/LaSalle-County/Illinois/LaSalle-County-tourism-contractors-show-new-ads-commission-leans-toward-ending-audio-tag-and-social-reels","mediaUrl","https://secure.pipeline.soar.com/6267240-edfea812ee864c00e4ae13e164208240/orig.mp4?Expires=1771187912&Signature=Kv3zDM4nRQnZ1cOytzqi2W9xa290RexhbB3lnrLodsiWyB2Slqu14GsLCBh6PUFVk5fH8ngN-qQwxT9dXa7QICmgCBsDJfFoXzqrGzYhOcBPr9YHha~9IzVIJPVIjJxfVavRMkhDzSoANuKRk38YCSEM7gG4haB0FAknFaLFU7InVhRUuH7Ceo825Zv7~EU1nwzAYv7a~rJjI4VyDDWHHysPiBkP5r8iV3Jy-FwKWvCRdzMq6AdbXwqKQmnbiLVJ0f0y3txsAOFouKPVfhd4vHu3GKLc3FvQNRVpKyiSI7BgJiGsfB5QpN9OFMQAyMc31pqhIF~KuGmFLHjF2YPjSg__&Key-Pair-Id=KUT5TJCACFTXG","author","LaSalle County, IL","date","2025-04-22T08:20:50.77Z","article","Matthew, the marketing contractor for the LaSalle County tourism account, presented revised commercials, motion‑graphics options and a proposal to produce short social media clips during the commission’s April 21 meeting.

The presentation included a new, longer parks video intended for the county website; an updated baseball ad that reintegrates footage of the root‑beer stand and local town names; animated logo options; and a set of short vertical “reels” for social platforms. Matthew said the animated logo and audio tag “sounds very outdoorsy like the county brand, and it kinda plays nice with the animation.”

Why it matters: commissioners said consistent branding could help recognition across multiple ad buys and social channels. Commissioner Bill said the county should establish a recognizable tone so viewers associate the sound with LaSalle County. Several members asked whether the short branded audio should appear at the beginning or the end of clips; Matthew presented both versions and two or three audio iterations.

Discussion and direction: commission members and staff debated placement. Ally and others raised concerns that an opening audio/logo might cause viewers to swipe past short ads; Bill argued branding at the start could help catch attention. After hearing the options, Matthew said, “I think we'll lean towards the end then,” and offered to return next month with revised sounds and additional variations targeted for specific park videos (for example, a Star Rock sound when the video features that park).

Matthew also proposed producing a batch of short vertical clips for social channels (7–20 seconds) from existing park footage. He said producing 10 such reels and preparing export variations would cost $650; he asked the commission whether to put that deliverable on next month’s agenda for formal approval.

Other takeaways: the team showed an updated baseball commercial that restores the root‑beer stand and requested that the lower‑third text display the correct town names. Matthew described options to A/B test alternate versions through the Marquee ad network and said Marquee allocations are typically targeted by zip code. Staff indicated they can update the currently running Marquee placement if the commission approves a new cut.

Next steps: commissioners asked Matthew to return with revised audio tags (including nature sounds and an eagle call for Star Rock where appropriate), exported end‑tag and begin‑tag versions, and example vertical reels. Staff and the contractor discussed running an A/B test or short public poll; Ryan (visitor‑services staff) would be responsible for posting approved assets.

Ending: Matthew and staff will return with updated sound options and sample vertical reels at the May meeting; the $650 production quote and the proposed deliverables will be placed on the next agenda for formal consideration.","mediaType","Video","parentTitle","Tourism 4-21-2025","oneSentenceSummary","Matthew, the marketing contractor for the LaSalle County tourism account, presented revised commercials, an animated logo and proposals for short social reels; commissioners asked for sound revisions and leaned toward placing the branded audio tag at the end of ads.","taxTitle","LaSalle County, Illinois","taxId",59330,"location","headline","","shortSummary",{"_33":76,"_35":36,"_37":38,"_39":77,"_41":78,"_43":79,"_45":80,"_47":81,"_49":82,"_51":83,"_53":84,"_55":56,"_57":58,"_59":85,"_61":62,"_63":64,"_65":86,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},6267236,"Silver Leaf/Fox River resort set to close in September; county expects about $130,000 yearly hotel‑motel tax loss",205,2355000,2560000,"/Search/View?dp=1&key=3077119-2243b401d39199d3e39745ac82866872&start=2355&end=2560","https://assets.pipeline.soar.com/3077119-2243b401d39199d3e39745ac82866872/thumbnail_2355000.jpg","/articles/6267236/LaSalle-County/Illinois/Silver-LeafFox-River-resort-set-to-close-in-September-county-expects-about-130000-yearly-hotelmotel-tax-loss","https://secure.pipeline.soar.com/6267236-42803a7a4cb226eb281cac854a75548a/orig.mp4?Expires=1771187912&Signature=gdcCa5JAnlUns1FJd6vug8hAYTzOepb8PzzTX90NyTb9LmXIz5ZCjpPqix5Yr6cgp58Mons2SQ~Fht4oIaYAZw11EgB3JsgSn9IqP2dvae6Rv23QLkKGLrMQzwHPFlHz4p7qoXMBf7yJIWRSsR~S4hlEyDcODqV6lFdyMlPiEa1VWke~zzdCkbrcFCMB4-5sLxaEPypz6n~hqJ1jf4HV77Kr9-AhtxN--ZAOG2mhjqfx0JFY5WcvPyAGQ46Ez5mjRAhxZqb4kYHqm1B4mX20OW8f01f-wgQeYgIZ4Zs6WtpyuizRDTM0IYTmHCzA9N~3EfbGs2JTDI9Tfc4aprZ4eA__&Key-Pair-Id=KUT5TJCACFTXG","At the April 21 LaSalle County Tourism Commission meeting, staff informed commissioners that Silver Leaf (also referenced in internal materials as Fox River Resort) is scheduled to close in September and that the county’s hotel‑motel tax receipts from the property total about $130,000 annually.

“I think they bring in approximately $130,000 for us. Right, Amanda?” the chair asked; Amanda (tourism staff) confirmed: “In tax per year. And they are closing in September and I think they're going to let 2 25 employees go. So we just have to keep that in mind now, losing that amount of money per year.”

Staff said it is not yet clear which parts of the Silver Leaf operation will close. Visitor‑services staff member Ryan told commissioners that Silver Leaf encompasses several entities: “Silverleaf has 3 entities. There's a Holiday Inn, timeshares, and a resort rental,” and that county records show the combined contribution from those entities last year was “over a hundred and over a hundred and $30,000.” Ryan said the county has so far received “over $26,000 this year from them” and that staff needs to determine whether one, some or all of the facilities will close.

Context and local concern: Earlier in the meeting a coalition representative, Anna, said local hotels have reported a downtick in reservations, “especially with Canadians,” and that some businesses are concerned about lower bookings. Anna also said a LaSalle historic passport project funded by the commission is “moving along” and expected to go to print, with historic sites joining the program and a hoped start date of June 1.

Next steps: Staff said they have contacted the property and visited recently, and will seek more detailed information about which entity or entities are closing and whether the property will be marketed for sale or repurposing. Commissioners asked staff to keep the commission updated; staff agreed to provide additional details when available.

Votes and meeting actions: the commission approved the March minutes at the start of the meeting (motion by Kathy; second by Bill; unanimous voice vote). The meeting later adjourned by voice vote.","Staff told the LaSalle County Tourism Commission that Silver Leaf (also referred to as Fox River Resort) will close in September, a loss the county estimates at roughly $130,000 in annual hotel‑motel tax revenue; staff said it is unclear which of Silver Leaf’s entities are closing and that staff will seek more information.","actionData","errors"]

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LaSalle County tourism contractors show new ads, commission leans toward ending audio tag and social reels

Silver Leaf/Fox River resort set to close in September; county expects about $130,000 yearly hotel‑motel tax loss