The Colfax County Lodgers' Tax Committee on Monday postponed consideration of a radio advertising application that would commit roughly $12,000 in lodgers tax funding after the applicant could not participate fully because of audio problems and committee members asked for additional documentation and audience data.

The application under review described a total investment of $12,000, which committee members said amounted to about $1,000 a month under the contract. Committee members also noted that a few pages were missing from the packet and asked for the omitted material to be provided before final approval.

The committee said it needs clearer answers about who will produce the ad content. Committee members said lodgers tax recipients typically have an event organizer or destination marketing organization create content, and that past practice in Colfax County involved a staff person who handles lodgers-tax communications. The committee referenced Michael Muniz as the person who normally handles lodgers-tax advertising materials but said he is currently on FMLA leave.

Members raised questions about the ad's target market and the stations' coverage. Several members said radio signals that originate in Taos and Alamosa may reach tourists already in other destinations and asked whether the advertising would effectively draw visitors into Colfax County communities such as Angel Fire. Committee members also suggested that radio spots name local state parks explicitly—Sugarite Canyon State Park, Cimarron Canyon State Park and Eagle Nest Lake State Park—rather than saying generically that “there are three state parks in Colfax County.”

The committee asked the applicant to provide listener demographics and coverage maps and to describe whether and how the recipients would track results. Members suggested requiring future grant recipients to supply ZIP-code reports or other visitor-tracking data so the committee could measure whether advertising produced bookings or out-of-area visitors.

The applicant on the call, identified on the agenda as Isabelle, could not be heard for much of the discussion; the committee said audio problems and a lack of captions prevented her from responding in real time. The committee chose to delay action so it could compile specific questions and allow the applicant to respond in writing or appear at the next meeting able to participate fully.

"Move that we table it and send her further, additional questions," said Don Borgeson, who made the motion. The motion was seconded by Myra and approved by voice vote.

Myra said she would compile committee questions and forward them to the applicant, then place the item back on the agenda for the committee's next meeting. The committee set regular meetings for the third Tuesday of the month at 9:00 a.m.; members referenced the 18th as the next meeting date in the month under discussion and said the meeting could be held in person at the county chambers with a hybrid Zoom option.

Separately, the committee discussed membership recruitment. Members said they need two additional members who must live in the county’s unincorporated area and be either business owners or associated with a local short-term rental. Recruitment channels mentioned included the county website, KRTN, local Facebook community pages and the Angel Fire Chamber of Commerce.

On budget context, a committee member said the most recent financial report (through December) showed about a $2,000 carryover, but that figure covered only July through December and the actual carryover may be higher. Committee staff said they expect to provide an updated budget to members before the next meeting.

The committee also flagged administrative items for follow-up: obtaining the missing pages of the application, asking the applicant for coverage maps and listenership estimates, and requesting that future award agreements require recipient reporting (for example, ZIP-code reporting) so the committee can evaluate advertising effectiveness.

The meeting adjourned after the tabling vote and scheduling decisions.