[{"_1":2,"_99":-5,"_100":-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",[32,75,87],{"_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",6655587,"mediaKeyId","5385726-3b05e029789760ddfe3f3adc467569bd","parentId",5385726,"title","Visit Carson City unveils FY26 media plan emphasizing digital ads, DataFi analytics and arts promotion","audioSeconds",1076,"startMs",3243000,"endMs",4319000,"viewUrl","/Search/View?dp=1&key=5385726-3b05e029789760ddfe3f3adc467569bd&start=3243&end=4319","thumbnailUrl","https://assets.pipeline.soar.com/5385726-3b05e029789760ddfe3f3adc467569bd/thumbnail_3243000.jpg","articleUrl","/articles/6655587/Carson-City/Ormsby-County/Nevada/Visit-Carson-City-unveils-FY26-media-plan-emphasizing-digital-ads-DataFi-analytics-and-arts-promotion","mediaUrl","https://secure.pipeline.soar.com/6655587-f10949f87e0b4807ded8c0a56186ffb8/orig.mp4?Expires=1771203191&Signature=BAf0E5Aq0D1z8eYr-qTd7fEvA3w9ve~LXXs3Rgt-T3HYJhALZTjLf7JU142RalC3-X196InhFfUBweFTBJa5hhuwkMxnxlWfrRw289xA1aVhYin5D16MkxqNgXqY20jahTGxmDaf7rSxTM5mqhvwhkvjQ9~YCxHzq9oxZexELQbr0BBcu-8iY-2ZjcXBKgx~RS4qLhia~HVd7HVSCHTwzyRJZsS9vR-rweNwnII0c9qKrTyNCpE0w1l8Uw4usJdRV0yRs-RXHyBlLiq218PQWfCGDt3CzAtJ1DyV09V09hZZ6Yd93Hs2ucGKklwUiaN63DprZJPR1S8NPINmH7kIHA__&Key-Pair-Id=KUT5TJCACFTXG","author","Carson City","date","2025-07-14T16:00:00Z","article","Lydia Beck, Visit Carson City's marketing director, presented the fiscal‑year 2026 media plan during the July 14 board meeting, outlining a digital‑first strategy and a grant‑supported analytics buy.

Beck said the FY26 media plan totals $310,500, with roughly 76% allocated to digital advertising — paid search, paid social, online video, display and remarketing — and the remaining dollars reserved for a mix of print and cooperative placements. \"We increased our lodging referrals generated by paid digital channels by 120% year over year,\" Beck told the board, and she said paid social and email drove a large year‑over‑year web visit increase in June.

The presentation included a return to the DataFi analytics and ad platform, funded in part by the state's rural marketing grant that Peterson reported earlier. Beck said the DataFi buy will be broader than prior years and will include display, native and geo‑conquesting ads to reach audiences in towns with similar travel interests.

Beck described an internal approach to \"boosted organic\" social posts (promoting organic posts that perform well) and a heavier ad cadence from October through February. She said the campaign will prioritize converting interest into bookings and lodging referrals and will refresh the winter and nostalgia creative that performed strongly in FY25.

The board also approved a separate $25,000 advertising contribution tied to arts and culture programming and a $10,000 contribution earmarked for Mark Twain Days, creating a $35,000 total arts promotion pool that Visit Carson City and partners will use on paid social, display and online video.

Marketing staff highlighted creative assets and visitor engagement tools: a newly installed souvenir penny press at the visitor center; a stock of new B‑roll and imagery captured for ad and content use; and a proposal for custom Carson City chocolate molds to be used as gifts for tour operators, journalists and influencers.

Beck said paid search conversion rates exceeded 14% during recent campaigns and that one lodging reel accounted for about one‑third of lodging referrals while an e‑mail spike produced thousands of site referrals the team was still tracing.

Why it matters: The media plan and analytics buy are intended to sustain and grow overnight visitation and lodging referrals, helping inform where marketing dollars are spent to produce measurable bookings.","mediaType","Video","parentTitle","Carson City - Carson City Culture & Tourism Authority - Jul 14, 2025","oneSentenceSummary","Marketing director Lydia Beck described a $310,500 FY26 media plan focused on paid digital channels and analytics, a return to DataFi for advanced analytics funded by grants, and a dedicated advertising contribution for arts and culture and Mark Twain Days.","taxTitle","Carson City, Ormsby County, Nevada","taxId",4609,"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},6655591,"Visit Carson City reports record monthly lodging collections; notes rail tax funding and partial rural marketing grant",370,502000,872000,"/Search/View?dp=1&key=5385726-3b05e029789760ddfe3f3adc467569bd&start=502&end=872","https://assets.pipeline.soar.com/5385726-3b05e029789760ddfe3f3adc467569bd/thumbnail_502000.jpg","/articles/6655591/Carson-City/Ormsby-County/Nevada/Visit-Carson-City-reports-record-monthly-lodging-collections-notes-rail-tax-funding-and-partial-rural-marketing-grant","https://secure.pipeline.soar.com/6655591-5a5530aeb4b20fa5719d8bd0e1c78462/orig.mp4?Expires=1771203192&Signature=JBX4~dU0027uXL5SWIwwi807HM89V-ypir1an-xT3GApp0MwkAqi~-oRByeufZcWOnv2T7Bbkibz0TcN0r1gZcefzRxjI4F0A4OxGF4xKU74YqDN2bGhb0pDue0WuVJWw1M9kYjfNFm-oHYrZc9crKwZ~6v~lJiUpbJZ-o626rb7hLmpIKRhU~LCMJ7BYqHw8tIGC1Z8AUhIGq6IDBILdwDFbcle5XXIiLTqB2ClyHlHgAV4xLNN20fkrKHR8bkfooyzGYY5dU80U42DRxQAWejhg7rVJKjaf8Gy10Kjt-JBUaA2muJ01NoSOsiHwY54GAMmNSmc6jCP7KKzAvzX1g__&Key-Pair-Id=KUT5TJCACFTXG","David Peterson, executive director of Visit Carson City, told the Culture and Tourism Authority on July 14 that April and May produced record transient occupancy tax (TOT) collections for those months, and that the fiscal‑year outlook is positive. Peterson said April collections were $2.35 million and May collections were $2.51 million, and he described the fiscal projection as being several percentage points above the prior year and ahead of budget.

Peterson also reported that the V&T (Virginia & Truckee) operator — referenced in the meeting as VMT — received $850,000 of Story County rail‑tax funding to be used on track‑related issues in Story County this fiscal year. He noted Clay Mitchell is the new Story County commission chair as of July 1.

On marketing grants, Peterson said Visit Carson City received a partial award from the state's rural marketing grant program: $37,250 was granted against a $67,000 request. He said the statewide commission on tourism received more than $3.1 million in applications for roughly $1.5 million in available funds; the award to Visit Carson City is intended to support a DataFi advanced‑analytics platform and an associated ad buy.

Peterson updated the board on room‑tax policy outreach: licensed lodging properties in Carson City received digital copies of the policies and staff hand‑delivered hard copies to all but one property, with the final property to receive its copy by mail. He said staff had offered training on policy provisions, including government exemptions.

Staff also presented hotel/motel and RV park data. For the first nine months of the fiscal year compared with the prior year, staff reported taxable room revenue up by just under $1.5 million and taxable room nights occupied up by about 8,100. Occupancy was reported up about 6.5%, average daily rate (ADR) rose a little more than $3 per night, and revenue per available room (RevPAR) was up by just over $9. Peterson noted that several properties had rooms offline for renovations during the year.

The board acted on routine administrative items earlier in the meeting: a motion to approve the minutes carried, and the consent agenda (items 6 and 7) passed as moved and seconded. The meeting record shows the motions passed without recorded opposition.

Why it matters: Strong TOT and lodging metrics affect city revenue projections and budget planning; the grant and rail‑tax award influence local rail maintenance and marketing capacity.","At the July 14 meeting the Visit Carson City executive director reported record April and May transient occupancy tax collections, a Story County rail tax award for V&T track work and a partial award from the state's rural marketing grant program.",{"_33":88,"_35":36,"_37":38,"_39":89,"_41":90,"_43":91,"_45":92,"_47":93,"_49":94,"_51":95,"_53":96,"_55":56,"_57":58,"_59":97,"_61":62,"_63":64,"_65":98,"_67":68,"_69":70,"_71":68,"_72":73,"_74":73},6655595,"Nevada State Prison tours and haunted events draw thousands; preservation society hires manager",235,112000,347000,"/Search/View?dp=1&key=5385726-3b05e029789760ddfe3f3adc467569bd&start=112&end=347","https://assets.pipeline.soar.com/5385726-3b05e029789760ddfe3f3adc467569bd/thumbnail_112000.jpg","/articles/6655595/Carson-City/Ormsby-County/Nevada/Nevada-State-Prison-tours-and-haunted-events-draw-thousands-preservation-society-hires-manager","https://secure.pipeline.soar.com/6655595-c6850900cf9b2fb17bbf0ed2cf997259/orig.mp4?Expires=1771203192&Signature=RL1JqY~lOL43lIl4NQ7yB-V4WoCNziagh1KsuV74d5-mBivnClB2A9A5W1fROnoS44~pNT5WKxgzabqyUQqtg-My-5o3l3sHhFnCJizXaT~rLmj40Toc8J2p0s7K549CfCfORdjxmWmq8Hs~fqj4mlCBU50U6LeT6Zzl5yo3c55V0fd1k4R~71ccchp3TnsU6SzOoGyyMNo8c2txWH2O482RtZdOb7lQq33HJ5SLXaUvOJujhka-kjbeAwmnBiAK3dW0VFcCK8I3TCcO1PzfS81Z2CtYDdN8zexQbqSTCevfn0Icp7qQH3~DxEi~1ywJW7NFhlxA9ITxn9FnAyYauQ__&Key-Pair-Id=KUT5TJCACFTXG","Representatives of the Nevada State Prison Preservation Society told the Carson City Culture and Tourism Authority on July 14 that new programming and staff are expanding visitor access to the former prison and drawing out‑of‑area guests.

Maurice White, president of the Nevada State Prison Preservation Society, said the group has hired Lucia Maloney as a general manager to handle growth in tours and events. \"The growth shows us that this summer for our 2 main operations that we do, the day tours, and the ghost walks, we will put right around 1,500 people through the Nevada State Prison in just 6 months,\" White said during the board's public‑comment period.

Maloney described the prison as an asset for Carson City. \"The Nevada State Prison is a really special amenity for Carson City,\" she said, and noted the site attracts national and international visitors. Maloney said the site hosted a fam tour of guides from around the country organized by the visitors authority so guides could promote visits to Carson City in their home markets.

Holly Spar, owner and CEO of Dark Corner Creative (doing business at the prison as Dark Prison), said the group's pilot event in May — promoted as a \"halfway to Halloween\" attraction — sold out two days in advance and drew more than 2,000 patrons. \"We sold out 2 days in advance for a Halloween in May,\" Spar said. She described plans to expand haunted‑attraction programming and to run movie nights and other special events on the prison grounds.

During the arts and culture update, staff presented an economic snapshot supplied by the event operators: more than 2,000 paid tickets for the May event; 69% of ticket buyers were from outside Carson City's ZIP codes; the organizers estimated about 1,500 out‑of‑town visitors for that program; average per‑person spend was $84.25; total direct spending from the event was reported at about $128,000; and the organizers said they created about $15,000 in temporary local jobs.

Board members thanked the speakers and welcomed updates on collaborating with Visit Carson City staff, who assisted with brochures and promotion. The board did not take formal action on the prison program during the meeting; speakers said they would accept advice and coordinate with staff on future events.

The board also used the public‑comment period to welcome new board member Diana LaForge.

Why it matters: Preservation society leaders and private operators say the prison programming produces measurable out‑of‑area visitation and direct spending that Visit Carson City staff and board members described as beneficial for local tourism planning and event development.","At the July 14 Carson City Culture and Tourism Authority meeting, representatives of the Nevada State Prison Preservation Society and a private events producer reported substantial visitor numbers and new paid programming that the group says is bringing outside visitors and local spending to Carson City.","actionData","errors"]

Article not found

Visit Carson City unveils FY26 media plan emphasizing digital ads, DataFi analytics and arts promotion

Visit Carson City reports record monthly lodging collections; notes rail tax funding and partial rural marketing grant

Nevada State Prison tours and haunted events draw thousands; preservation society hires manager