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Council approves three‑year tourism contract with DestinationIQ; Lodgers Tax role and metrics emphasized
Summary
Council voted 5–1 to award a three‑year tourism‑marketing contract to DestinationIQ that prioritizes data collection and return‑on‑investment metrics. The contract includes base reporting and optional services; some councilors requested clearer board vetting and lodgers‑tax eligibility guidance.
The County Council voted to approve a three‑year tourism‑marketing services agreement with DestinationIQ (Global Vista Technologies) on Oct. 7 after staff described an RFP process that produced 14 proposals and active input from the Lodgers Tax Advisory Board.
Miss Felton described the recommended contract as data‑driven and focused on visitation and spending metrics, with base services (monthly reporting, annual presentations, ad buys and strategic meetings) and a set of optional services (organic social, influencer management, website refresh) that would require separate council approval if funded. The guaranteed portion of the contract totaled $413,100 over three years (about $137,000 per year); the contract ceiling is $1,483,100 if optional services are later authorized.
Council discussion touched on lodgers‑tax rules, the board’s advisory role and the need for measurable local economic impact reporting. Staff and the vendor committed to geofencing and mobile location‑data options to estimate visitor spending and to quarterly reporting on lodging, dining and retail economic impacts. Supporters in the community (Los Alamos Main Street and other local business groups) urged approval; one councilor voted against the contract citing insufficient specificity for Los Alamos.
The motion passed 5–1. Councilors asked staff to clarify lodgers‑tax eligibility for capital or facility funding and to ensure Lodgers Tax advisory input is recorded and available to the public.
