In a recent meeting of the Lodgers Tax Advisory Board in Colfax County, New Mexico, members gathered to discuss the allocation of funds for local tourism promotion, focusing on radio advertising and the importance of content creation. The meeting, held on March 8, 2025, highlighted the need for clarity in advertising strategies to effectively attract visitors to the area.

As discussions unfolded, board members expressed concerns about the current radio ads, noting that they lacked specific mentions of Colfax County's attractions, particularly its three state parks. Suggestions were made to include names like Cimarron Canyon and Eagle Nest to enhance listener engagement and awareness. "If someone's listening on the radio and they hear about three state parks, it doesn't sink in as much as if they hear specific names," one member pointed out, emphasizing the need for targeted messaging.

The board also addressed the ongoing absence of Michael Muniz, the county's lodgers tax coordinator, who is currently on leave. His role in content creation for the ads was questioned, with members suggesting that event organizers typically handle such tasks. The conversation shifted to the effectiveness of the radio stations chosen for advertising, with some members wondering if they were reaching the right audience, particularly tourists from nearby Taos.

In addition to advertising strategies, the board discussed the need for more members to fill vacancies, particularly from the unincorporated areas of the county. They encouraged local business owners and short-term rental operators to express their interest in joining the committee.

As the meeting concluded, members agreed to postpone a decision on a specific advertising application until they could gather more information and questions could be directed to the applicant. The next meeting was scheduled for April 18, 2025, where further discussions on tourism promotion and budget allocations are expected to take place.

This meeting reflects the board's commitment to enhancing Colfax County's visibility as a tourist destination, ensuring that advertising efforts are both effective and inclusive of the region's unique offerings.