Visitors committee approves $5,000 Ogallala Roundup promotion grant as lodging tax revenue hits record

Keith Countyvisitor and tourism staff reported a record year for lodging tax receipts and the visitors committee approved a $5,000 promotional grant on June 18.

Sean Ruflek, who presented the visitors committee report, said lodging-tax receipts totaled just over $717,000 for the most recent 12-month cycle, a year-over-year increase of roughly $127,000. He said several months set new records and that growth persisted despite lower camping activity reported by Game and Parks.

The board approved a $5,000 promotional grant to the Ogallala Roundup Rodeo for a multi-channel advertising push after staff said a smaller grant last year helped increase attendance. Commissioner Urban moved to approve the grant; the motion passed on roll call.

Visitors staff also reviewed a proposed budget that includes funds for new wayfinding banners, three billboard skins, and a $50,000 line item for a wrapped tourism vehicle intended as a "moving billboard." Staff said billboard skin replacement costs vary by size and location and that the large lake-area skin costs about $6,800 to replace and typically requires new skins every two to three years depending on sun exposure.

Other updates included plans for upcoming events (Kites and Castles, Indian Summer Rendezvous) and continuing work with Placer.ai geofencing data to refine marketing targets. Staff said the Lincoln/Omaha and Cheyenne markets are current priorities and noted continuing outreach to Central Nebraska markets.

The visitors committee also requested the board approve a five-year billboard lease extension for the red billboard at Lake McConaughey; staff said they will put that lease on a future agenda for signature.