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Residents and commissioners propose pairing gift-card giveaways with Cut Film Festival to boost High Street commerce
Summary
Public commenter Angeline Broomhall and commissioners discussed using UE funds to sell or give discounted gift cards for High Street businesses—an established program—to drive visitors to the Cut International Short Film Festival and other events, arguing it creates immediate local spending.
During public comment and later discussion on May 29, resident Angeline Broomhall urged the commission to pair the Cut International Short Film Festival with a targeted gift-card program that would bring out-of-area visitors and guaranteed spending to High Street businesses.
Broomhall described the city’s prior gift-card program: in 2025, $40,000 in SSA funds plus an extra $3,000 from the city were used to sell gift cards at half price, she said, and the program “sells out within hours.” She suggested limiting eligibility or using a raffle to attract visitors from neighboring counties and explained how $50 cards distributed to 100 couples could produce reliable foot traffic and local spending.
Commissioners responded positively and discussed coordination: Mayor Dixon and several commissioners endorsed examining whether the city’s UE/UEZ funds could pair with the festival and existing programs (the Holly City Development Corporation’s neighborhood preservation program was referenced). Commissioners emphasized outreach to High Street businesses, possible application of UE funds, and options to run the program during large events such as the car show or Milville market.
No final funding decision was made on May 29; staff said they would explore combining the gift-card idea with festival sponsorship and confirm whether other nonprofits (Holly City Development Corporation) are able or willing to administer the program this year.
