Letter to the Editor

A&P Commission on Logo Poll

TO THE EDITOR:

In looking at the comments on the Gazette’s Facebook page about the A&P’s new logo, there are a few things that are apparent.

First, there is a fair amount of passion about how the city markets itself and about our image. It’s a good sign when citizens care so much. Of course, we all know that advertising and marketing is very subjective, so no matter what logo or color scheme or tagline we choose, some will like and some will not. That is simply the nature of such an artistic endeavor.

Secondly, it is obvious that there is a great deal of misunderstanding about the laws establishing advertising and promotion commissions in Arkansas and how A&P’s can and cannot operate. As the law is written, the A&P commission collects a tax through hotels and restaurants in the city of Texarkana, Arkansas, and the commission is empowered to spend those tax dollars in specific ways: Universal Citation: AR Code: 26-75-606

(a) (1) (A) In the manner as shall be determined by the municipal advertising and promotion commission, all funds credited to the city advertising and promotion fund pursuant to this subchapter shall be used for the:

(i) Advertising and promoting of the city and its environs;

(ii) Construction, reconstruction, extension, equipment, improvement, maintenance, repair, and operation of a convention center;

(iii) Operation of tourist promotion facilities in the city or the county where the city is located if the city owns an interest in the convention center of facility, and facilities necessary for, supporting, or otherwise pertaining to, a convention center; or

(iv) Payment of the principal of, interest on, and fees and expenses in connection with bonds as provided in this subchapter

That will support and encourage visitors and thereby improve business for hotel and restaurants in Texarkana, Arkansas. By its very nature, it is our fiduciary responsibility to support the businesses that collect the tax.

Likewise, the law specifically prohibits using A&P taxes for general capital improvements or operation of city government. In other words, while many people have commented that A&P finds would be better spent fixing our roads, the law prohibits us from doing so.

Lastly, there also seems to be confusion that the $134,000 maximum contract total for our marketing program was spent developing the logo. In reality, less than 6 percent of the total estimated expenditures will be used to develop our brand, which includes a tourism logo, brand guidelines, tagline and color palette.

Hopefully, this additional information will help the great citizens of our city better understand that we are following the law in how we spend their tax dollars and we are working hard to develop and support programs that will bring new visitors into our city, its hotel and its restaurants.