Marketing contract with Madden Media approved for Tourism

Members of the Globe City Council: Mayor Al Gameros, Vice Mayor Mike Stapleton (District 4), and Council members Freddy Rios (District 1), Mike Pastor (District 2), Jesse Leetham (District 3), Mariano Gonzalez (District 5), and Fernando Shipley (District 6). All members were in attendance at this meeting except Councilman Shipley and Councilman Pastor.

Globe marketing program to include New Times and YouTube ads  

Council approved a marketing contract with Madden Media for $32,700. Melissa Steele from the Economic and Community Development Department explained that this contract is primarily for digital marketing and is the largest portion of the City’s marketing plan for this fiscal year. 

Steele said the City collected data last year, and insights from that data are guiding the marketing direction for this year. The City also obtained a marketing plan, adopted a new logo, and acquired some photo and video assets last year. Last year, the City worked with Madden Media, a destination marketing agency. Madden also works with cities like Tampa Bay and St. Louis.

The City plans to use a Visit Arizona campaign from October to March, providing digital billboards that will appear on people’s screens after they go to the Visit Arizona website. The campaign will also have search engine optimization (SEO) and search engine marketing (SEM) components. 

A video campaign will include 30-second YouTube commercials and print ads will appear in Phoenix New Times and a publication targeted to RV owners. 

“There’s a wave going on, and we’re riding it. And we need to ride it as long and hard as we can for the benefit of this community.” Councilman Freddy Rios

Steele emphasized that the marketing is targeted, so rather than just hoping for a response, the campaign will give information about visiting Globe specifically to people looking for that information and likely to act on it. 

The contract is estimated to result in an additional 35,000 click-throughs to the City’s tourism website, over 2 million people seeing online billboard ads from October through March, and 60,000 views on YouTube.

Oddonetto pointed out that the City would not have the budget to work with Madden Media or to place ads in publications like Phoenix New Times, were it not for the support from the Arizona Office of Tourism’s Rural Marketing Co-op.

Steele said that out-of-town visitors’ spending on accommodations has increased by over 16% since 2020, and they spent a combined $18 million in 2021. Jobs have also increased by over 20% in accommodations and the food service industry.

Legislative overview focuses on food tax bill

City Manager Paul Jepson presented an overview of state and federal legislation that would affect the City of Globe. Jepson distributed a list of relevant legislation and said the most significant item for the City was that the Residential Food Tax bill, which would have prevented the City from imposing a sales tax on certain food purchases, was vetoed by Gov. Hobbs. However, the legislation could come back next year as a referendum.

Employee recognition

Council recognized firefighter/EMT James (Scott) Hatch for 25 years of service. Fire Chief Gary Robinson praised Hatch for his toughness, health and fitness, and dedication to the community. 

Motions approved

Council also approved motions for the following:

• Accounts payable in the amount of $856,400.87
• Opening the City’s FY2024 nonprofit funding application process. A total of $15,000 will be distributed through a competitive process to various nonprofit applicants. Jepson explained that this process had lapsed during the pandemic but is now starting up again. He said the City looks for nonprofits that provide local benefits and give a good “bang for the buck.” Shelly Salazar said applications need to be filed at the City Clerk’s office by October 20 at 5 p.m.
• Approving a series 10 liquor license application for the Family Dollar store located at 1800 E. Ash Street in Globe. A pubic hearing was opened but there were no comments, and Shelly Salazar said there were also no comments during a 20-day public comment period. The application was for a beer and wine license.
• Designation of the City of Globe as a Destination Marketing Organization (DMO) for FY2023-24. Economic and Community Development Director Linda Oddonetto said in the past the City had designated the Chamber as the DMO, but this year Council is being asked to approve the City as the DMO, and the City will partner with the Chamber and with Miami as appropriate. 
• Approving the no-match award of $4,000 of the Arizona Librarians Fostering Resilient Rural Communities AHEAD mini-grant. The monies will be used to carry out the Growing Strong Mind and Body program. Rayel Starling explained that the Globe library received a $5,000 grant from the same program and used it to get training to offer kids yoga. With this grant, the library will hire a professional to teach yoga for beginners, including teenagers and adults, as well as offer family cooking education to help families cook and plan meals together. The grant will also be used to offer a calming space where adults can come to de-stress.
• Approving a grant application to the National Children’s Alliance in the amount of $49,991, the monies to be used to fund the operation of the City of Globe’s Copper Hills Family Advocacy Center. Commander Charles Haines explained that the FAC received the same grant last year. This year, the funds would be used to pay the victim advocate who works out of the FAC and for training, office supplies, et cetera. It is a no-match grant. 

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Full minutes can be found by going to the City Hall website 

The Globe City Council meets every second and fourth Tuesday of the month at 6:00 p.m. at City Hall. Members of the public can also participate in City of Globe public meetings by viewing the forum live on YouTube.

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