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Commission agrees to match City of Raton on New Mexico True co-op grant to promote 'Wild Divide' tourism brand
Summary
The commission agreed to contribute up to $5,000 to match the City of Raton’s lodgers tax contribution for a New Mexico True co-op marketing grant to promote the Wild Divide tourism brand; Patricia Durrant of the Center for Community Innovation presented the request.
The Colfax County Commission approved up to $5,000 in matching funds to join the City of Raton in applying for a New Mexico True co-op marketing grant to promote the county’s Wild Divide tourism brand.
Patricia Durrant, executive director of the Center for Community Innovation, briefed commissioners on the New Mexico True program, which offers media-buying power and a two-to-one match on approved marketing menus. The City of Raton’s lodgers-tax board had agreed to contribute $4,500 for a “video and meta starter package”; Durrant asked the county to provide matching funds so the joint application could leverage New Mexico True’s media placements, influencer outreach and magazine or digital features.
Durrant described past successes in which New Mexico True co-op support provided social media content, photo shoots and digital marketing that the city and county could reuse in visitor guides and promotions. She said smaller menu items start at roughly $1,666 (sponsored e-newsletter) and that the county and city could choose the menu items they prefer.
Commissioners voted to approve the county match up to the requested amount and authorized staff to apply with the city; the grant decision will be made by New Mexico True after the April application deadline and before the county’s final commitment is required.
No county match payment was due until the grant was awarded and the county decides to accept the award.
