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Commission reviews marketing scope, Route 66 centennial promotion and pole-banner plan
Summary
At the March 27 work session the commission reviewed a proposed expansion of the city’s marketing contract to support Route 66 centennial activities, discussed geographic targeting and metrics, and considered timeline and responsibility for a street‑pole banner installation that would involve roughly 300 poles and coordination with Xcel Energy.
Tucumcari officials discussed marketing strategy, a potential procurement threshold issue and installation logistics for a Route 66 centennial campaign at a City Commission work session Thursday, March 27.
Staff presented a scope of work for digital marketing that staff said was currently handled under a contract of about $58,000; adding Route 66 centennial work would likely push the total above a $60,000 procurement threshold and prompt a request for proposals (RFP). Commissioners and members of the local tourism/visitors group questioned creative direction, content ownership and where advertising impressions were being targeted.
Speakers urged an 18‑month minimum campaign for the centennial to allow time for production and to build audience awareness; speakers described past marketing content as recycled and said they wanted new, locally produced assets tailored to target markets. Commissioners and tourism members discussed specific geographic targets named in the meeting, including the Texas Panhandle, Phoenix/southern Arizona, and northern states or Canada for fall outreach. A speaker also said the city was running geographic marketing into Europe for some events.
Participants asked for data on advertising performance — impressions, demographic breakdowns and geographic reporting — so the city can adjust targeting. One participant said the marketing contractor should direct traffic to city-managed web pages rather than distributing content only via third‑party channels.
The commission also discussed production and installation of decorative street pole banners and new hardware. Staff said the project would be a collaboration with Xcel Energy and ATL for hardware and that the city would take on maintenance after installation. A timeline mentioned during discussion estimated about six weeks for production and about six weeks for installation, with the caveat that schedule and contractor availability could change.
No formal procurement decision was made at the work session; staff indicated the item will be on a future agenda for potential action. Commissioners emphasized the need for clearer direction to the marketing firm, up‑to‑date content assets, and performance reporting that breaks down where and how ads are reaching prospective visitors.
