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Board declines renewal of Yesco Main Street billboard, opts to reallocate funds
Summary
After questioning the billboard's return on investment, the board voted to let the Yesco Main Street billboard contract lapse and reallocate the funds to other marketing priorities.
The Emery County Travel Bureau voted to allow its Main Street billboard contract with Yesco to lapse rather than renew the artwork placement at a cost the board deemed unlikely to produce sufficient return on investment.
Staff described the board’s current artwork (a John Wesley Powell–branded graphic) and said the billboard is owned by the company Yesco and the bureau rents space; staff said if the board declines to renew the office will not control what future tenants place on that board. The renewal under consideration was presented as an annual cost ($6,630) for the Main Street location.
Board members questioned whether the billboard influenced museum attendance or visitor behavior once drivers were already off the freeway; some members said the board's rental of the space was originally intended for beautification and to avoid empty boards rather than as a high-ROI marketing channel. After discussion, David Wilson (speaker S5) moved to "let it die" (not renew the contract); the motion was seconded and the board voted in favor. The chair said the funds will be used elsewhere and staff will bring a proposal for reallocation at a future meeting.
"Where there's no return on, we don't have a substantial return on that," David Wilson said when urging nonrenewal. The board directed staff to explore other billboard locations and marketing options and to report back.
