Travel commission addresses concerns

Alexis Barker
NLJ Reporter
 
Sage Motel owner Wes Birkley has raised concerns about the Weston County Travel Commission to both the Weston County Commissioners and Newcastle City Council during regular meetings in September. With the hopes of addressing the concerns, surrounding the travel commission’s budget and use of money, the commission held a special meeting on Monday, Sept. 24, at the Newcastle Lodge and Convention Center. 
Birkley, during both meetings with the Weston County Commissioners and Newcastle City Council, raised concerns surrounding the use of advertising funds by the commission, claiming that the county does not see enough return off investment. The Weston County Travel Commission is part of a joint powers board with two board members of the six-member board each being selected by Newcastle City Council, Upton Town Council and the Weston County Commissioners. 
Attending the meeting were several hotel owners, members of
the Newcastle City Council and members of the community. Several people said they were concerned about advertising dollars, and the topic quickly became the focus of discussions. 
According to Chairman Bruce Perkins, 60 percent of the travel commission’s budget is designated for advertisement, in the amount of $39,000. He noted that the commission advertises in several different publications, uses billboards and offers co-op advertising with local businesses or events. 
Funding for the commission, according to Perkins, comes from the optional 4 percent lodging tax that is voted in by Weston County voters every four years. The tax brings in about $64,000 for the travel commission to use. 
“A large majority of what we do is laying on this counter,” Bruce Perkins said, pointing to 10 or so publications displayed on a counter. “Printing is a big cost and another big cost, advertising in general, is the billboards, they are a huge cost.” 
Perkins noted that the commission advertises in different Black Hills publications for hunting, vacationing, hiking and outdoor recreation. Billboards, according to Perkins, are located on highways heading toward Newcastle. There are four billboards, including one at Mule Creek Junction and one in Custer. 
Falgun Patel, owner of the Fountain Inn, said that he believes there is no revenue coming to the county from the billboards, because people are already here when they see them. 
Perkins reported that other budgetary expenses for the commission include beautification, specifically the Welcome to Newcastle sign project, and providing the Newcastle and Upton chambers financial help. 
Concerns were raised about whether or not beautification is the responsibility of the Weston County Travel Commission. Many hotel owners, including Patel and Birkley, said that the commission’s advertising was not working and that the county should see far more tourist traffic if the commission was advertising better. 
Birkley maintained that the best advertising source currently is online, specifically through online booking sites and social media, and that online advertising is far more affective. 
Chloe Coy, also a Sage Motel owner, asked board members what statistics they use to determine if the money it is spending is generating revenue and how much. 
Everyone with an issue had an opportunity to speak, and board members said that a more open communication is needed to delve into some of the issues that had been raised during the meeting. 
“We need you guys to come to us and tell us if something is working or not,” Perkins said.