The County Council voted Oct. 7 to approve a three‑year contract with Destination IQ (Global Vista Technologies, Inc.) to provide tourism marketing services and visitor‑intelligence reporting.

The contract’s ceiling is $1,483,100 over three years; staff noted only $413,100 of that amount is guaranteed in the base contract (roughly $137,700 per year) and the remaining funds are for optional services requiring a separate county request and possible budget adjustments. Funding will come from Lodgers Tax revenues and Economic Development funds.

Marketing Manager M. Felton and evaluation team members told council the RFP drew 14 responses and that Lodgers Tax Advisory Board input shaped a stronger emphasis on visitation spending metrics, ROI tracking and an established firm with experience. Destination IQ’s work plan includes quarterly performance reports, an initial immersion trip and facilitated community workshop in year one, an interim marketing assessment and a tourism‑data plan that specifies geofencing and mobile‑location tracking in order to estimate visitor counts and spending patterns.

“We want to ensure we’re tracking visitor spending as well as visitation counts so marketing decisions are tied to economic impact,” Felton said, describing contract requirements for quarterly economic reports on lodging, dining and retail spending.

The firm cited success stories where niche marketing and measurement increased visitor spending and attendance at events; councilors asked about local capacity, Lodgers Tax rules and whether program elements (for example, using Lodgers Tax to fund capital projects) match statutory limits. The county attorney said he would confirm legal interpretations if needed; staff said the contract will adhere to Lodgers Tax reporting and procurement policies.

Public commenters from the business community, including Los Alamos Main Street and Creative District and the Los Alamos Business Coalition, voiced support for the contract and urged coordination between the firm, visitor‑center staff and local businesses. The council approved the contract 5–1; Councilor Regor voted against it and one councilor was absent.

Staff noted the contract requires ongoing Lodgers Tax board engagement and provides tools for more granular measurement of visitor patterns and spending; councilors asked staff to ensure local partners and businesses are included in rollout and to provide periodic updates on measured impacts.