Commission approves lodgers-tax billboard buy and cuts Supercross promotional request

The Colfax County Commission approved a $18,649 billboard purchase from Lamar through the lodgers-tax promotional fund and approved a reduced promotional allocation for the Supercross event, with conditions to measure effectiveness.
Kristen (last name not specified from packet) presented two billboard-buy options from Lamar and recommended a selection based on weekly impressions and price; commissioners chose the option that included an I-40 placement east of Albuquerque and a north-of-Carlsbad board. The chosen package cost $18,649, higher than last year’s $10,282 buy; commissioners agreed the greater reach justified the cost but asked staff to obtain geo-tracking and performance data from Lamar and to coordinate digital follow-up advertising with Wild Divide for a geofencing campaign.
On the Supercross promotional application, commissioners noted timeliness concerns. The promotional board had initially recommended $12,000 of lodgers-tax support for promotional activity from a $24,036 request; commissioners voted to reduce the promotional element further to $8,000 because much of the promotional window had already elapsed. Commissioners left non-promotional funding for track-building and event operations at previously recommended levels (the board had recommended $12,700 for the non-promotional portion after removing insurance costs).
Commissioners asked staff to include documentation of board sign-in and quorum for future lodgers-tax board decisions, to require sign-off by all board members when votes are taken via Zoom, and to pursue design support from Wild Divide for the billboard creative. Staff also agreed to explore buying an additional board in Colorado if commissioners wanted that out-of-state exposure.