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Discover Rogers County reports on ARPA-funded tourism work; commissioners told program has driven millions in visitor spending
Summary
Discover Rogers County presented a marketing and economic-impact update, reporting use of ARPA funds to stand up a county tourism cooperative and citing data on impressions, visitor spending and local tax contributions for 2024.
Tanya Andrews, a consultant for Discover Rogers County, told the Rogers County Board of County Commissioners that the county’s destination marketing cooperative has used ARPA funds to launch digital campaigns, billboards and a website that the group says promote county destinations and events.
Andrews said Discover Rogers County received $1,000,000 in ARPA funds to establish the organization and has spent $675,000 of that amount “plus interest” on marketing, advertising, video production, billboards and website development. She told commissioners the cooperative’s website launched in December 2023 and that marketing efforts have included three static billboards and one digital billboard along regional interstates.
Why it matters: The presentation ties ARPA-funded marketing to reported visitor spending and tourism-related employment, which county leaders cited as justification for the initial investment and as background for planning sustainability after ARPA funding ends.
Key figures presented
- Digital campaigns: Five campaigns in the past year produced more than 7.5 million impressions, Andrews said.
- Social media: Facebook and Instagram activity yielded more than 3.5 million impressions, according to the presentation.
- Billboards: Discover Rogers County operates three static billboards and one digital billboard in regional corridors; the presenter said those boards reach more than 500,000 drivers per day (statement from presenter).
- Economic impact, 2024 (as presented): Direct travel impact for Rogers County was $201,600,000, which the presenter said contributed $6,500,000 to local sales taxes and $8,800,000 to state sales taxes. The presentation listed visitor spending figures and employment figures: more than 1,900 employees work in hospitality and tourism in the county and direct earnings cited at $48,900,000.
Program sustainability
Andrews and commissioners discussed how Discover Rogers County plans to sustain marketing after the ARPA funds are exhausted. The cooperative is exploring sponsorships, shared-cost models among communities, and leveraging statewide partnerships. Commissioners and the consultant noted the Route 66 centennial in the coming year as a near-term opportunity for additional visitor interest.
What was not decided
No formal funding decision was made at the meeting. Commissioners asked about long-term funding and which communities would contribute once ARPA money is spent; no specific future revenue commitments were recorded.
Attribution and speakers: The presentation was delivered by Tanya Andrews of Discover Rogers County; Commissioner Burrows (identified during the presentation as serving on the Discover Rogers County board) participated in the discussion.
