Western Spirit asks commission to recommend $90,000 bed-tax marketing allocation for Museum of the West expansion

Bankafier, identified on the agenda as the CEO and executive director of Western Spirit (Museum of the West), asked the Scottsdale Tourism Development Commission to recommend a one-time $90,000 bed-tax marketing allocation to support promotion of the museum—s new expansion and March 2026 grand opening.

Bankafier said the expansion adds roughly 12,000 square feet and brings the museum—s total exhibition space to about 55,000 square feet; the project raised approximately $17 million. He told commissioners the museum plans a concentrated three-month marketing effort around the opening week (presenter stated the activation as March 24 through March 29) and expects to spend about $160,000 on marketing in total. "This is once in a once in a blue moon opportunity for us to have this chance to really, really promote this museum like never before," Bankafier said.

He reported the museum had about 51,000 visitors last year and said the museum tracks origin data: 52% of visitors were in-state and 48% were from out of state. Bankafier described a mixed advertising plan that would include targeted TV and radio, digital advertising, postcards to members, partnerships with Experience Scottsdale and outreach to hotel concierges.

Commissioners pressed for more detail on audience targeting and digital strategy; one commissioner cautioned against heavy TV spending and urged digital-first tactics and influencer partnerships. Bankafier said a finalized social media plan was not yet complete but that staff had begun planning and would tighten strategy in the coming months.

David Smith, introduced himself as a Western Spirit board treasurer, spoke during public comment and urged the commission to approve the funding. "This $90,000 will certainly make a big difference in our ability to communicate to the world that we have an exciting threshold event," Smith said, adding that the museum is a city tourism asset originally funded with bed-tax dollars.

A commissioner moved to recommend the full $90,000 to city council. The motion was recorded in the meeting transcript (mover identified as speaker 8), but the transcript does not record a second, a roll-call or the final vote outcome. The commission will need to confirm the formal recommendation and any final vote in the official meeting minutes or at the city council review.

What happens next: staff indicated the museum and Experience Scottsdale will continue to finalize campaign details; if the commission formally adopts a recommendation it would be forwarded to city council for consideration.