Carefree Truth

Issue #243, May 2, 2013

 

 

 

Gary Neiss explained that in 2016 the lease for the space at 100 Easy Street used now for the court and the council chambers/multi purpose meeting room will expire, with an option for a five year extension.  The current payment of approximately $4,100 per month would be equivalent to payments made on a 1.1 or 1.2 million dollar mortgage.  A 5,000 square feet expansion of the Town Hall building at 8 Sundial Circle to include space for a court, a multi purpose meeting room, and an expanded lobby housing a information/visitors' center would cost an estimated 1.3-1.5 million.  Due to Town Hall's proximity, many people who visit the sundial come in to ask questions and pick up the brochures on display now, so the ability to showcase what Carefree has to offer is important.

 

 

 

 

Again, this investment was not looked at in isolation, but as part of the big picture.  Funds will be coming to the Town from repayments of a loan made to the Carefree Water Company for the installation of fire hydrants, which are an asset of the Water Company's and a benefit to Carefree residents.  These payments of $207,000 each will take place twice a year, starting in 2018, for a total of $414,000 annually.  By 2021, more than 1.2 million dollars could be in the bank, earmarked for the extension.  There is now $100,000 in an account that can only be used towards court bricks and mortar, and a portion of salaries for the court.

 

 

 

 

Planned capital assets for the 2013/14 Fiscal Year include a backhoe to be shared by the Town's Public Works Department and the Water Company.  The backhoe now in use has hydraulic problems which have been unable to be fixed.  With the trade-in value of the existing backhoe, a replacement would require $20,000 each from the Town and the Water Company.  Replacement of two aging vehicles is also on the list, which would gain fuel efficiency and reduce maintenance costs both short and long term.  These would be acquired under a state contract, so prices are pre-negotiated.

 

 

 

 

If the budget is approved, staff members will be getting a 2% cost of living adjustment, and there are two merit increases planned, for a total of $16,000.  However, $14,000 of that will be mitigated by the retirement of longtime Town Clerk Betsy Wise, who is being replaced by newcomer Kandace French.          

 

 

 

 

 

Matt Owens, of Owens/Harkey, said that marketing for the coming fiscal year would focus on the N. Phoenix/N. Scottsdale demographics, targeting woman, since they tend to make the shopping decisions.  The website www.visitcarefree.com has been updated, and most of the businesses are listed there now.  A photo library is being built for current and future use.  There is a significantly decreased bounce rate off the website and people are spending more time on it.  A banner ad was run to attract people to click on the site, a video was produced, and the brochure was redesigned with approximately 30,000 distributed, mostly to tourists.  He explained that PR is the best bang for the buck, giving a 5 in 1 return on investments in media placements.  Major events at businesses and restaurants appeared on TV this season.  When that occurred, the website saw immediate spikes.

 

 

 

 

Moving forward, he predicts more accountability and tractability, with interactive features allowing for better tracking of PR results.  He suggested a possible coupon campaign if businesses are interesting in participating.  Focus is shifting away from banner ads to social media.  Facebook use is rapidly increasing in the 35+ age group.  They will continue with the PR effort and are becoming better known with the local media, getting better coverage.  They will push to do more nationally, and continue to produce brochures aimed at making Carefree a stop for winter visitors once they are in the Valley, working within their authorized budget.

 

 

 

 

Mayor David Schwan pointed out that Carefree has a full calendar of events scheduled for next season, and said the Town is contemplating a targeted mailing to nearby communities.  If merchants are interested, they could include coupons with that mailing.  Mr. Neiss explained that the marketing funds are generated by the businesses and events, through business licenses, signage fees, vendor fees, and event gate fees, all of which are earmarked for marketing.

 

https://www.youtube.com/watch?v=xCKmTwKfABA

 

 

Lyn Hitchon

 

 

 

Prepared by Carefree Truth

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