Durango city councilors debated what qualifies as tourism marketing earlier this week during a discussion about how to use unspent lodgers tax revenue.
Councilors Dave Woodruff and Gilda Yazzie voted against allocating $361,000 in leftover 2022 lodgers tax revenues for the installation of new electric vehicle fast-charging stations, new downtown signage and funding for tourism events. Both had different reasons for objecting to the funding allocation.
The revenues in question are the remainder of last year’s lodgers tax collections designated for tourism marketing purposes. Staff recommendations to City Council were to allocate $133,000 for EV fast chargers, $100,000 for downtown signage and $128,000 to Visit Durango.
Woodruff said he considers EV fast chargers and improved downtown signage to be worthwhile causes, but he fears allocating leftover lodgers tax revenues that are already broadly earmarked for tourism marketing and sustainability efforts sets a precedent that “we cannot walk back.”
He reasoned that if City Council approved staff recommendations to allocate $133,000 for the installation of four additional EV fast chargers at the Durango Transit Center and $100,000 for improved downtown signage to help tourists navigate town, then an argument could be made to tie anything to tourism marketing efforts.
“By allocating these funds toward something other than direct marketing for our town, I feel that this leads to a slippery slope for decision-making down the road,” he said.
Yazzie said City Council should be focusing on “regular people” who don’t have electric vehicles rather than pursuing “highfalutin things” like EV fast chargers.
“I do think we need to rethink some of our strategies here because what I hear on council is that we’re going for all these highfalutin things when we need to start thinking about regular people and what we need to provide, like transportation,” she said.
Councilor Jessika Buell and Mayor Melissa Youssef voted in favor of the proposed allocations, but with Councilor Olivier Bosmans absent and unable to break the tie, City Council was stalemated.
During a public participation segment of the meeting, Rachel Brown, executive director of Visit Durango, urged councilors to allocate $245,500 of the $361,000 to Visit Durango, the area tourism office, for Adopt a Trail and destination management programs and tourism events.
She said none of the requested money would be put toward marketing, sales or operational expenses.
Visit Durango had to cut several projects from its annual budget because it received less funding through an agreement with the city than anticipated, she said. The requested funding would help the tourism office organize local events, tourism-related infrastructure projects and its destination advancement grant.
She said in the first round of grant applications, Visit Durango received seven applications totaling $73,000 from organizations such as Manna soup kitchen, Powerhouse Science Center, Durango Trails and others. Additional funding would help the tourism office with its second round of grant applications.
“Please note approximately two-thirds of these funds would be direct pass-through back into the community for nonprofits, event organizers and business grants,” she said.
Marty Pool, sustainability manager for the city, said electric vehicles aren’t just for wealthy people, and auto manufacturers across the industry are shifting to manufacturing electric vehicles.
“Even if folks’ cars aren’t currently electric, there’s a very good chance your next car will be electric,” he said.
He said city ownership of EV fast chargers allows the city to control charging rates, implement potential income-qualifying programs, and provide electric vehicle owners with a place to charge their cars when they don’t have charging options at home.
Tom Sluis, city spokesman and liaison to Visit Durango, said in a presentation to City Council that the state identified Durango as a key location for travel and tourism – a reason for pursuing state and federal grants that would pay for additional EV fast chargers.
He said if $100,000 were allocated to the city’s transportation department as staff members requested, the money would pay for improving the city’s wayfinding and parking signage.
Youssef said she wants to make Durango a preferred destination for eco-conscious travelers and more EV fast chargers contribute to that cause. And, improved downtown signage will improve traffic flows and reduce congestion by guiding drivers to parking areas.
“It will also alleviate frustration, helping visitors and tourists easily locate parking spaces, encouraging them to visit and support our community and our businesses,” she said.
Woodruff and Yazzie remained firm in their opposition, and City Council approved a motion to table the subject until the next meeting on July 5 when discussion will continue.
cburney@durangoherald.com
