DEP’s ARPA Tourism Marketing Matching Grant Named Semifinalist for Creative New Promotion

As Clay County found itself without a tourism director, the impact on local economies, especially in towns like Excelsior Springs, became a growing concern. This is where Melinda Mehaffy and Lyndsey Baxter, two proactive community leaders, stepped into the narrative. They understood the critical role tourism played in Downtown Excelsior Springs vitality and sustainability. With a determined spirit, they approached the challenge head-on, setting up meetings with multiple county commissioners and the county administrator to discuss the future of tourism in Clay County.

During these discussions, a significant opportunity was brought to light—a $200,000 allocation from the county’s American Rescue Plan Act funds dedicated specifically to tourism. Sensing the urgency and the potential, Lyndsey presented a strategic initiative that would catalyze these funds for tourism marketing across the county. Her proposal was the ARPA Tourism Marketing Matching Grant Program, which aimed to empower local communities by matching their marketing funds with those of the county, thereby doubling their promotional impact.

The grant program was launched with clear strategic objectives and a set of criteria designed to maximize its impact. Each eligible community within Clay County—ranging from Excelsior Springs to parts of Kansas City—could apply for up to $25,000, with the stipulation that they match this grant with their own funds, creating a powerful partnership between the county and its communities.

The program was designed to achieve several goals:

• Economic Boost: Significantly increase traveler spending, thereby augmenting economic benefits across the county.
• Leveraged Impact: Use the matching funds approach to maximize the marketing reach and effectiveness.
• Collaborative Strength: Foster a sense of collaboration within the tourism industry, aligning various marketing efforts to enhance the county’s competitiveness.

Proposals that reinforced the Clay County brand, contributed to significant marketing initiatives, and demonstrated effective collaboration were especially favored. These projects ranged from new websites and community shopping initiatives to innovative advertising strategies and the procurement of professional photography services, all aimed at drawing visitors and enhancing their experience within the county.

In the midst of the broader success of the ARPA Tourism Marketing Matching Grant Program, one particularly illuminating story stands out—the journey of the Downtown Excelsior Partnership, Inc. (DEP). DEP’s involvement in the program not only showcased their commitment to revitalizing the local tourism scene but also highlighted the strategic and creative utilization of the available funds.

With an infusion of $32,000 from the grant program, DEP embarked on a multifaceted marketing initiative designed to deepen their impact on the local and regional tourism landscape. This funding was strategically allocated to a variety of promotional activities that spanned the full spectrum of modern marketing techniques and creative executions.

DEP took an innovative approach by offering discounted advertising opportunities to local businesses within the Experience Excelsior Trip Planner. This initiative not only promoted local businesses but also encouraged a cohesive community presence, inviting tourists to explore a curated selection of what Excelsior Springs had to offer.

Recognizing the importance of digital footprints in contemporary tourism marketing, DEP invested significantly in social media marketing and Search Engine Optimization (SEO). These efforts were designed to capture the attention of potential visitors online, drawing them to the vibrant life and events of Excelsior Springs. Alongside digital strategies, traditional print marketing remained a cornerstone of DEP’s approach. The organization utilized a blend of print and digital marketing strategies to create a comprehensive outreach campaign that reached audiences both locally and beyond.

Understanding that compelling visuals are key to attracting tourism, DEP also allocated funds towards professional videography and photography procurement. These visuals not only enriched their marketing materials but also provided potential visitors with a tantalizing glimpse of the attractions and experiences awaiting them in Excelsior Springs.

The grant not only facilitated these dynamic marketing efforts but also included an additional $15,966.60 in administration fees. These extra funds provided DEP with the financial flexibility to maximize their marketing initiatives, leading to a total expenditure of just over $208,000 on promoting the downtown district. This comprehensive strategy encompassed everything from enhancing online presence to hosting and promoting events that drew visitors into Downtown Excelsior Springs.

Through these concerted efforts, DEP dramatically increased the visibility and attractiveness of Excelsior Springs as a tourism destination. Their strategic use of the ARPA grant funds exemplifies how targeted financial support and creative marketing strategies can significantly enhance the economic and cultural vitality of a community. This initiative by DEP not only benefited their immediate stakeholders but also set a precedent for effective tourism marketing that resonates across Clay County and beyond.

As the ARPA Tourism Marketing Matching Grant Program matured, its success stories multiplied, each adding a chapter to a larger story of community resilience, strategic investment, and innovative marketing. The program not only filled a critical gap in the wake of the absent county tourism director but also set a new standard for how communities can leverage federal funds effectively to boost local tourism and economic development.

This initiative, marked by its foresight, collaboration, and transformative impact, makes the ARPA Tourism Marketing Matching Grant Program a deserving nominee for the Creative New Promotion award. It stands as a testament to what communities can achieve when they come together, blending resources and creativity to enhance their collective appeal and competitive edge in the tourism market. This story isn’t just about revitalizing tourism; it’s about setting a benchmark for others to aspire to and emulate in the vibrant tapestry of Missouri’s economic and cultural life.