HomeMy WebLinkAbout2025-02-18 - Agendas - FinalFayetteville Advertising and
Promotion Commission
February 18, 2025
Location: Fayetteville Town Center, 15 W. Mountain Street
Commissioners:
Staff:
Elvis Moya, Chair, Tourism & Hospitality Representative
Katherine Kinney, Tourism & Hospitality Representative
Todd Martin, Tourism & Hospitality Representative
Chrissy Sanderson, Tourism & Hospitality Representative
Andrew Prysby, Commissioner at-large
Sarah Bunch, City Council Representative
Mike Wiederkehr, City Council Representative
Jennifer Walker, Interim CEO
I. Call to order at 2:00p.m.
II. Old Business
Agenda
A. Review and approval of January 9th and January 27th meeting minutes
III. New Business
A. CEO Report. Jennifer Walker. An executive overview of the previous month.
B. Financial Report. Jennifer Walker, Interim CEO/VP of Finance
*January Financials not included in packet due to not receiving HMR data.
C. Marketing Report. Sarah King, VP of Marketing and Communication and Anne Davis,
Outright
D. Presentation. Downtown Fayetteville Coalition, Kelly Rich, DFC Director
E. Vote. MOU with Fans First Entertainment, LLC. Jennifer Walker, Interim CEO
Staff recommends a vote to authorize Interim CEO Jennifer Walker to execute the MOU
with Fans First Entertainment LLC and approve the $25,000 payment as outlined in the
agreement. Memo and MOU included.
F. Vote. Engagement Letter with Forvis, LLP for 2024 audit services. Jennifer Walker,
Interim CEO
Staff recommends a vote to authorize Interim CEO Jennifer Walker to execute the 2024
audit engagement letter with Forvis, LLP for an estimated fee of $31,500. Memo and
Engagement Letter included.
G. Vote. Adoption of Five-Year Capital Improvement Plan. Tyler Wilson, VP of Strategic
Initiatives
Staff recommends the commission approve the adoption of this 5-Year Capital Improvement
Plan as a guiding document for Experience Fayetteville’s property management strategy.
Memo and Capital Improvement Plan included.
H. Vote. Experience Fayetteville CEO Job Description and Salary Range. Jennifer Walker,
Interim CEO and Chair Elvis Moya.
Staff recommends a vote to approve the CEO job description and salary range for use
by Winner Partners in recruiting CEO candidates. Memo and Job Description included.
I. Discussion. Scheduling CEO finalist interviews with Commission. Jennifer Walker, Interim
CEO and Chair Elvis Moya. Memo included.
J. Vote. Commission Seat Recommendations, Commissioner Chrissy Sanderson
The Commission Applicant Committee will present their recommendations for both the At
Large position and the Tourism and Hospitality position.
K. Additions to the agenda may be added upon request from a majority of the
commissioners.
IV. Adjourn
Fayetteville Advertising and Promotion Commission
Minutes January 9th, 2025
Virtual Meeting
Commissioners
Present:
Commissioners
Absent:
Staff:
Chrissy Sanderson, Chair, Tourism & Hospitality Representative
Elvis Moya, Tourism & Hospitality Representative
Mike Wiederkehr, City Council Representative
Sarah Bunch, City Council Representative
Todd Martin, Tourism & Hospitality Representative
Andrew Prysby, At Large Position
Katherine Kinney, Tourism & Hospitality Representative
Jennifer Walker, Interim CEO
I. Chair Sanderson called the meeting to order at 2:03pm.
II. New Business
A. Chair Sanderson called for an executive session to discuss the Interim CEO’s
salary and promotion.
After Executive Session, Chair Sanderson said the decision was made to table
this issue until either the next regularly scheduled meeting or a special meeting.
B. Vote. Executive Search Firm Contract.
Interim CEO Walker informed the commission that there was a memo and an
agreement from Winner Partners in their packets.
She stated that the search committee had spoken with three different search firms
and that the search firm’s proposals were all very similar in price.
She shared that the committee was recommending Winner Partners due to their more
comprehensive approach and strong local connections in the destination marketing
industry. She noted that she conducted two references checks, both with very
positive feedback. She also stated that the general timeline to conduct the search
would be 80 days. The contract is for $48,000 plus pre-approved expenses of
approximately $12,500 which is mainly for travel costs of candidates and advertising
Chair Sanderson opened it up for questions of Winner Partners’ team, who was
attending the meeting.
Commissioner Wiederkehr asked “what do you see as Fayetteville’s biggest
challenge and also one of our greatest assets when you look at marketing it for a
search?” Dennis Tracy with Winner Partners introduced himself and his ties to
Arkansas, having worked at the Little Rock CVB and also assisting in searches for
that organization. Tracy noted the positive would be numerous but one large asset is
the infrastructure growth such as direct flights, and amenities such as Crystal Bridges.
Any negative would be that it is a competitive job market right now for DMOs. Tina
Winner stated it would be a great asset to be able to tell the story of how the former
CEO is still available as the mayor and also that our outdoor attractions, especially
cycling, were very attractive.
Chair Sanderson also mentioned the very hands-on approach Winner Partners
presented, which she appreciated. Commissioner Martin expressed his concerns
regarding Winner Partners mentioning assets that were in Arkansas, but not
Fayetteville, stating that the commission is best set up to promote Fayetteville. He
was concerned that the timeline was longer than he anticipated. He expressed that
he felt like the process was long and strenuous rather than productive. Furthermore,
he expressed that he felt like we would be garnering a lot of regional candidates as
this would be a high profile position and didn’t know how we would necessarily benefit
from the process outlined.
Tina Winner thanked Commissioner Martin for his concerns and expressed that they
would be working with the commission and the team to create marketing materials
that would promote Fayetteville in the way we would want it promoted, to ensure the
materials captured the essence of Fayetteville. She expressed there would be
multiple candidates from Fayetteville and Northwest Arkansas and then also it would
expand regionally and Winner Partners would be able to vet and talk with all of them
in the same way we’d talk to regional candidates.
More discussion was had concerning the timeline and the commissioners’ desire that
the firm focus on Fayetteville’s attributes, not necessarily NW Arkansas attributes.
Commissioner Martin clarified his comments from earlier. He shared he is not
confident with the process that has been outlined for the search. He stated he has
concerns about a group that doesn’t necessarily know much about the area but is
trying to show that they do and he stated he would be a No vote for this contract.
Commissioner Moya asked for clarification of the advertising expenses and Winner
addressed those. Commissioner Prysby asked how we would handle an entry slate
of candidates that really miss the mark and Winner explained that with weekly check
ins and engagement sessions, they had several mechanisms baked into the process
to ward against that happening.
After more discussion, including Commissioner Martin thanking Commissioner Moya
for conveying the importance to Winner Partners of focusing on Fayetteville, not
NWA, Chair Sanderson asked for a motion. More discussion was had, including
Commissioner Martin saying that Winner Partners’ presentation had not built
confidence in his mind to select them. Commissioner Moya asked Jennifer Walker if
she and Amy Stockton would be involved in every step of the process and she stated
that they would be involved and ensuring that our branding is used and our marketing
materials were incorporated.
Once more, Commissioner Martin stressed that he wanted to ensure Winner Partners
would be an advocate for Fayetteville and Commissioner Moya stated he felt
comfortable with the staff involvement. More discussion ensured.
Commissioner Wiederkehr made a motion to authorize interim CEO Walker to
execute a contract with Winner Partners for the CEO executive search and
Commissioner Moya seconded this.
Chair Sanderson read the formal recommendation which is a vote to authorize Interim
CEO Jennifer Walker to execute a contract with Winner Partners for the CEO
executive search, with a professional fee of $48,000 plus pre-approved expenses. It
passed unanimously via a roll call vote.
C. Vote. Appropriate funds from the Unreserved Fund Balance to cover the expense of
the executive search.
Chair Sanderson asked for a motion to appropriate funds from the Unreserved Fund
Balance in the amount of $65,000 to cover the professional fee and direct expenses
related to the search which Commissioner Martin made and Commissioner
Wiederkehr seconded.
It was approved unanimously via roll call vote.
The meeting was adjourned at 12:36pm with a motion from Commissioner Martin
and a second from Commissioner Moya
Minutes submitted by Amy Stockton, Director of Operations, Experience Fayetteville
Fayetteville Advertising and Promotion Commission
Minutes January 27, 2025
Fayetteville Town Center
Commissioners:
Commissioners
Absent:
Staff:
Chrissy Sanderson, Chair, Tourism & Hospitality Representative
Katherine Kinney, Tourism & Hospitality Representative
Todd Martin, Tourism & Hospitality Representative
Elvis Moya, Tourism & Hospitality Representative
Andrew Prysby, Commissioner at-large
Mike Wiederkehr, City Council Representative
Sarah Bunch, City Council Representative
Jennifer Walker, Interim CEO
I. Call to order at 2:00 p.m.
II. Old Business
Agenda
A. Review and approval of meeting minutes from December 9th, January 9th and
January 16th.
Chair Sanderson asked for any additions or corrections to the three sets of minutes.
Commissioner Martin noted that the January 9th minutes were incomplete and did
not fully reflect his concerns. He requested that they be revised to include additional
details. There was a motion from Commissioner Martin and Commissioner Moya to
approve the December 9th and January 16th minutes. It was noted that January 9th
minutes would be presented again in February.
III. New Business
A. Vote. Appointment of a commission chairperson. In accordance with our by-laws, a
chairperson must be voted on by the active commissioners at the first meeting of
every year. The chair serves a one-year term.
Commissioner Martin nominated Commissioner Moya and it was seconded by
Commissioner Kinney. It was approved unanimously with a roll call vote.
Commissioners Moya and Sanderson traded places so that Moya could chair the
remainder of the meeting. Outgoing Chair Sanderson received numerous
accolades for her service.
B. CEO Report. Jennifer Walker. An executive overview of the previous month.
Interim CEO Walker shared that the Experience Fayetteville office renovations were
going well, we are almost finished, and we plan to be moved in end of March or
beginning of April as furniture delivery and installation will take longer.
She stated that we were prepared to present the Master Destination Plan at this
meeting and acknowledged both Chair Moya and VP Tyler Wilson for their leadership
in the plan.
She updated the commissioners that the Arkansas Governor’s Conference on
Tourism is February 23-25th and that the chair may want to consider rescheduling the
February 24th meeting to allow staff participation in the conference.
Initial planning with Winner Partners, the search firm selected to conduct the CEO
search has occurred. Commissioner Martin raised concerns about one of the staff
members with Winner Partners and asked what was planned to remediate the issue.
Walker shared that she spoke with Tina Winner, a managing partner of Winner
Partners, regarding the concerns. She stated that Ms. Winner would be very involved
in leading the search and explained that a family commitment had prevented her from
attending the discovery visit scheduled to begin that afternoon. Commissioner Martin
noted that he reserved the right to make a motion to rescind the commission’s
contract with Winner Partners.
Walker continued with introducing our newest staff member, Gretchen Hunt, who will
be serving in the role of Accounting Specialist.
Walker then shared marketing updates including several press releases that have
been sent, an updated trails map, an updated banner plan and a contract to present
today for a new Visitors Guide.
In sales, Walker presented that we will be presenting a contract with USA Cycling for
the 2025 Cyclocross National Championships at the February meeting.
Additionally, we signed a contract with Ozark Foundation to help support the 2025
Arkansas Enduro Series.
She also shared that occupancy rates looked great for 2024 with a YTD occupancy
rate of 64.5%, up 5% from 2023 and an increased ADR as well.
Visitor Center attendance numbers are down for December, mainly due to heavy
construction which closed the VC for a few days.
FTC had a great holiday season, hosting 17 events.
Walker ended by stating that next month the commission would get an update on
Downtown Fayetteville Coalition’s plans for the year.
With no questions, Chair Moya asked for the financial report.
C. Financial Report. Jennifer Walker, Interim CEO | Vice President of Finance
Walker stated that the packet included unaudited financials for 2024. We ended the
year with 106% of projected revenue and our spending was 9% below budget. Our
net operating income is $910,640 year to date and December HMR collections are
5% above the seasonally adjusted budget.
You’ll also see that there is already $166,000 in unearned revenue for FTC for 2025
events. Finally, Walker shared that the commission would see a contract in
February from Forvis for our 2024 audit. We have worked with Forvis the last
several years and we use the same auditor as the city of Fayetteville as our
numbers roll up into that audit. There were no questions on the financial report.
D. Master Destination Plan Presentation. Sara Meaney, Managing Partner, Coraggio
Group
Jennifer Walker presented Sara Meaney, a managing partner with Coraggio Group
and thanked the lead team who worked in depth on this plan.
Sarah Meaney introduced herself and her role, noting that Coraggio Group is
celebrating their 25th year this year.
She began by explaining the process which includes three big phases, Get Clear,
Get Focused and Get Moving.
She explained that Coraggio is a part of Miles Partnership, and that Coraggio also
worked with several other organizations such as Longwoods International to
conduct and review several surveys and data sets.
She explained the rigorous data analysis they undertook to best understand
Fayetteville’s assets and position.
Meaney also explained the stakeholder process of stakeholder sessions, which
included one on one interviews, focus groups and surveys in addition to a large
resident survey.
She reviewed Situation Assessment themes and Stakeholder Sessions.
She then shared the following plan elements with the group: Vision, Mission,
Position, Imperatives, Objectives, and Initiatives.
With that, Meaney closed her presentation and thanked the commissioners for their
time and asked if there were any questions. Interim CEO Walker stated that we
already had a lot of action plans begun and hoped that this tool would be helpful for
the next CEO to come in and base their strategic plan on.
Commissioner Wiederkehr commended Coraggio Group for the emphasis they took
to include resident sentiment as that’s very important to us. Commissioners provided
positive feedback. Commissioners shared that they would like to see the situational
assessment and wanted time to digest the plan. Chair Moya said we’d hear back
from commissioners at the next meeting and that staff would send out the situational
assessment to commissioners.
E. Vote. Contract renewal for Outright. Staff recommends the commission authorize
the interim CEO to enter an agreement for Agency of Record services with Outright
in the amount of $234,000 and to amend the end date of the MSA to 12/31/2025.
Memo, Change Order and Agreement (SOW) attached.
VP Sarah King presented this item virtually and as her microphone was not working
well, Walker recapped the request, including the extension the end date of the MSA
to match the SOW. Moya asked for any questions. Commissioner Wiederkehr asked
if we would see another SOW for next year and Walker stated yes, at end of this year
to approve 2026’s work.
Chair Moya asked for a motion which Commissioner Kinney gave with Commissioner
Prysby seconded. A roll call vote was unanimously approved.
F. Vote. Agreement with Arrivalist. Staff recommends the commission authorize the
Interim CEO to enter into an agreement with Arrivalist, LLC in the amount of
$52,250. Memo and Agreement attached.
Walker presented this stating that this was a renewal of an agreement we already
had in place and adding a new module, Media attribution.
This tool is one of the tools we will use to measure one of objectives in the master
destination plan. We will continue to point out when we are voting on tools that will
help propel the plan’s work.
Commissioner Prysby stating that this was an excellent tool to add, stating several
key indicators this could assist with and he made the motion to authorize the
agreement with Commissioner Kinney seconded it and it was approved
unanimously.
G. Vote Agreement with Archetype for Visitors Guide. Staff recommends that the
commission authorize the Interim CEO to enter into an agreement with Archetype in
the amount of $46,800 for a printed Visitors Guide. Memo and Agreement attached.
Walker shared that this visitors guide is a key component of our first imperative,
“Drive Visitation.” We requested proposals last fall and want to recommend
Archetype, which is a local company who works with local clients such as Arsagas
and Slim Chickens. King is most excited about the community involvement piece of
this project. It was noted that Will Collins from Archetype was attending the meeting
if there were questions. Prysby asked Will if we would be able to repurpose assets
from Archetype and Mr. Collins said we would be able to do so.
Chair Moya asked if there was a motion and Commissioner Sanderson made the
motion which was seconded by Martin. A roll call vote was approved unanimously.
H. Vote. Memorandum of Understanding with Bishop Racing, LLC. Staff recommends
that the commission authorize Interim CEO to enter into an agreement with Bishop
Racing, LLC in the amount of $23,000 for the development of an adventure biking
documentary with an appropriation of $23,000 from the Cycling Legacy Fund.
Memo, Project Summary and MOU attached.
Moya introduced this item and the staff recommendation. Interim CEO Walker
stated that this was a very exciting opportunity that came to us and is a good
example of an appropriate usage of legacy cyclocross funds. She talked about the
popularity of this series and mentioned that we would be able to keep the assets
developed by Bishop Racing. They will come out this May to film and it will be
released in fall with us hosting an activation to celebrate its release. A motion was
made by Commissioner Martin and seconded by Commissioner Sanderson with a
roll call vote approving it unanimously.
I. Vote. Updating Bank Account Authorized Signers. Staff recommends, in
accordance with the commission’s financial policies, a vote to authorize the
following individuals as signers with full authority on all four accounts: the 2025
chairperson and Amy Stockton, Director of Operations. Memo Attached.
Chair Moya presented this item with Commissioner Martin asked if we needed to
make this into two votes. Interim CEO Walker said that no, it didn’t have to be in
two votes, as long as it was clear what the vote concerned, i.e. confirming the two
signers on all 4 accounts moving forward and removing any other signers from the
accounts. This includes three operating accounts at First Security Bank and one
operating account at Arvest.
Chair Moya asked for a motion to authorize the following two individuals as signers
with full authority on all four accounts: the chairperson of the commission, Chair
Elvis Moya and Amy Stockton, the Director of Operations for Experience
Fayetteville and also removing all current signers on all four accounts.
Commissioner Kinney made the motion and Commissioner Martin seconded it. It
was approved unanimously with a roll call vote.
J. Vote. Removing Bank Account Authorized Signers. Staff recommends a vote to
authorize the removal of individuals listed as signers not included in the updated list.
Memo Attached
This item was combined with the item above.
K. Vote. Alcohol Permit Holder – Change of Manager. With Molly Rawn’s departure,
staff recommends appointing staff member Tyler Wilson as the new alcohol permit
manager. Memo Attached.
Walker introduced this and Commissioner Wiederkehr made the motion to appoint
Tyler Wilson, Executive Director of the Fayetteville Town Center as the new alcohol
permit manager with Commissioner Martin seconding it. Chair Moya called for a roll
call vote and it was approved unanimously.
L. Additions to the agenda may be added upon request from a majority of the
commissioners.
Commissioner Martin asked how we will handle the two open commission
seats. Walker outlined the possible process included in the agenda and
stated that the process could be changed to suit what the commission
wanted. It was decided the commission wanted to follow the process
outlined in the agenda, i.e. a selection committee would interview the
applicants and make a recommendation to the commission to be voted on
at the February meeting to be approved at a future city council meeting.
Concerning the tourism and hospitality seat, Commissioner Martin asked if
we needed to clarify if the owner needed to be active. It was stated that
the bylaws didn’t clarify any qualifiers, just that the commissioner be an
owner or a manager.
Discussion was had concerning which commissioner would be on the
selection process and it was decided that Commissioner Sanderson, who
had been serving on the CEO search committee would serve on the
commission selection process, and Chair Moya would serve on the CEO
search firm committee.
Finally, it was decided that we would move our February meeting to
Tuesday, February 18th to 2pm to not interfere with the Arkansas
Governor’s Conference on tourism.
IV. Adjourn
There was a motion to adjourn at 3:29pm by Commissioner Martin with a
second by Commissioner Sanderson.
Minutes submitted by Amy Stockton, Director of Operations
Executive Updates
January Updates for February A&P Commission Meeting
Executive Updates
• Office renovations remain on schedule, with construction expected to conclude in
February.
o Furniture assembly and office move-in are planned for April 4.
• Arkansas Governor’s Conference on Tourism and the 2nd annual Outdoor Economy
Summit will be held in Bentonville, AR on February 23-25.
o This event will feature sessions on tourism trends, outdoor economic impacts,
workforce development, and more.
o Experience Fayetteville’s Bikepacking Route Network is a finalist for a Henry
Award at the Conference.
• CEO Search update
o A job ad has been posted on the EF LinkedIn page, EF website, industry news
outlets, NWA Daily, and NWA Council job boards.
o A draft job description and proposed salary range will be presented to the
Commission for approval today.
o Discussion regarding finalist interview schedule is on the agenda today.
• House Bill 1445 “To Prohibit Certain Restrictions on the Regulation of Short-Term
Rentals” was presented to Arkansas House – City, County & Local Affairs Committee on
February 12, 2025. The Bill is sponsored by Brit McKenzie, Rogers. The Bill passed
committee.
o Bill limits regulations authorized by local governments.
o This bill does not eliminate or regulate HMR tax on short term rentals.
Sales and Tourism Activity
• EF Sales team secured three new RFP’s in January 2025.
• EF team will be partner hosts to the 2026 Congress on New Urbanism Conference with
up to 1,500 attendees in NWA.
• TougeCon car event will be returning to Fayetteville in 2025 with a larger presence and a
Friday Night Underground event.
• Our LinkedIn EF page gained 95 new followers in January, with the CEO SEARCH post
most engaged.
• Occupancy January 2025: figures not yet available
• ADR (Average Daily Rate) January 2025 figures not yet available
• Visitor Center welcomed 202 visitors in January.
o 37% decrease from January 2024 (322)
o Visitors from Turkey, Germany & Argentina
Fayetteville Town Center
• The Fayetteville Town Center hosted 16 events in January.
o Most notably a two-day food brokers event featuring 70 vendors and 400
attendees.
TOURISM MARKETING
CAMPAIGN
A&P Commission Meeting: February 18, 2025
A LOOK AT
THE PAST
YEAR…
●An awareness campaign comprised of high-impact digital
media channels
●Built on the themes of outdoor recreation, food & drink,
and arts & culture that emerged from discovery and
research
●Targeting focused geographic areas to maximize budget
impact
●Flight: April-December, with heavy investment through
September to capitalize on Summer and Fall travelers,
then continued through December at a low simmer
●Earned media strategy focused on target regions +
national media publications
●Selective investment in regional publication advertising
CAMPAIGN
STRATEGY
RECAP
Colorado
●3 non-stop flights per day from Denver
●Spend an average of 2+ nights in
Fayeeville (source: Arrivalist)
●Expanded to entire state (vs. only
Denver), as most of the state uses
Denver Airport; other airports are pricey
and don’t have great flight options
Chicago
●3 non-stop flights per day
●Spend an average of 2+ nights
in Fayeeville (source:
Arrivalist)
●Capitalize on momentum from
AR Tourism activations and
investment in this area
Dallas/Fort Worth
●9 non-stop flights per day
●Spend an average of 2+ nights in
Fayeeville (source: Arrivalist)
●Core market for Fayeeville
4-Hr Fayeeville Drive Radius
●34% of Americans plan to take a
road trip in 2024, with 18%
claiming they’d take a road trip
over flying - Forbes
4 KEY MARKETS TO
MAXIMIZE IMPACT
2024 BY THE NUMBERS Impressions
23,322,442
Website Sessions
178,396
Click-Through Rate
0.70%
Industry Benchmark: 0.20-0.40%
Video Completion Rate
89.88%
Industry Benchmark: 80%
Average Length of Stay
+ 5.9%
Arrivalist Data
●Campaign impression goals exceeded by 9.7 million
●20% of total website traic aributed directly to ads
●Video Completion Rates and Click-through Rates are all
well above industry benchmarks, signaling that our
campaign is resonating with audiences
●Average length of stay increased by 6% compared to
2023, up to 1 night on average
●If we exclude day-trippers, overnight visitors spent 2.1
nights in Fayeeville on average, a 6.8% increase
compared to 2023
Secured 10%
in added-value
impressions
Through strong relationships with media partners, Outright was able to secure an
additional 10% of our total paid impressions without cost, allowing us to stretch
2024 campaign budget further to maximize visibility and impact.
STRATEGIC FOCUS ON AWARENESS TACTICS
●ExperienceFayeeville.com already dominates organic Google Search Results.
Paid Search Investment of $77,180 in 2023 was reallocated in 2024 to focus on
more top-of-funnel tactics with a broader audience.
●By allocating our budget to awareness-driving channels like online video and
display, we are able to tap into audiences that may not have been considering
Fayeeville, Arkansas as a destination and convince them to visit.
●This strategy did not negatively impact website traic, and in fact, overall
website traic increased by 27%, and organic search traic increased by 54%.
●Organic website traic increase indicates that campaign activities have lifted
overall interest in Fayeeville, causing a lift in searches for Fayeeville, AR
related terms. Strong SEO then helps website show up at top of SERPs.
EARNED
MEDIA
COVERAGE
WHAT’S
COMING
NEXT…
2025 CAMPAIGN
GOALS
MARKET OUTDOOR RECREATION
EXPERIENCES, CENTERING
FAYETTEVILLE AS THE HUB
INCREASE AVERAGE LENGTH
OF STAY IN FAYETTEVILLE
BALANCE BROAD AWARENESS
WITH LEAD GENERATION FOR
MEASURABLE IMPACT
*From Destination Master Plan
CAMPAIGN DETAILS AT A GLANCE
Target Markets
Continue momentum in existing
markets: Colorado, Chicago,
Dallas/Fort Worth
New Markets:
Austin & Houston, TX
Drive Markets Refined:
Rather than targeting by a 4-hour
drive radius, we’ll be strategically
targeting key DMAs: Kansas City,
Tulsa, Lile Rock, Springfield,
Oklahoma City, Memphis
Target Audiences
Last year, we focused our
campaign on a broad audience of
people who like to travel, and
who have various interests that
intersect with arts, culture,
outdoors, food, and drink
Honing in on Outdoors:
This year, we’ll be introducing a
new campaign focused on
outdoors, with a greater
emphasis on avid outdoorsmen
and women who enjoy biking and
hiking, too.
Media Mix
We saw success in 2024’s media
channels, and will maintain this
strategy: Online Video and
Display
New Media Channels:
We will be introducing
Connected TV, Native ads, and a
small paid search campaign
Digital-First:
Continuing our approach to
invest primarily in digital
channels
CAMPAIGN CREATIVE UPDATES
It’s important to maintain brand recognition and
consistency as we head into the second year of
our campaign.
We’ll be building o of the foundational
campaign concept from 2024, but refreshing to
align with this year’s strategy.
Ads Refresh
●Revise key campaign art to reflect more
outdoor experiences
●Addition of a specific outdoors-focused
ad variant for outdoors audience
NEW INITIATIVES IN 2025
PRINT
PUBLICATIONS NWA Visitors Guide
Secured the back cover to have the strongest
presence in Northwest Arkansas
Intentional Use of Paid
Search with State
Tourism Co-op
Co-op campaign that
matches our media spend,
with a focus on bikepacking
NEW DIGITAL
TACTICS Mini Direct Flight
Campaign
As XNA adds new direct
flight paths, we’ll be
targeting these areas with
ads, starting with Salt Lake
City and Philly
UofA Game Days
Dedicated campaign in
August-September to
encourage fans to turn their
Fayeeville gameday into a
weekend getaway
U of A Visitors Guide
Inside back cover of guide that’s in
the hands of every U of A parent
Wildsam Digital Guide
Geing Fayeeville in front
of a well-respected travel
entity’s audience
MEASURABLE IMPACT VIA ARRIVALIST MEDIA ATTRIBUTION
“How do we know that our advertising is actually driving people to visit?”
We’ll be able to answer this question with the addition of Arrivialist Media Aribution
Module. What this means for our campaign:
➔We can measure the lift in arrivals from visitors who were exposed to ads vs. those
who were not ad-exposed
➔Pixels allow us to see what website content Arrivals engaged with before visiting
➔Access to concrete data to inform campaign strategy in 2026 and beyond
CURATING MEDIA
COVERAGE
As Fayeeville grows in popularity, the volume of
journalists that want to visit the area is growing
as well.
To manage this, and to ensure we’re bringing the
right publications in, we’ll be holding a Media
Fam Tour in May!
We saw success with this in September 2024
when we held a media event outside Denver, CO.
●Taking from what worked in 2024, and expanding upon
that strategy to include more geos, feature the
outdoors, and incorporating Connected TV advertising
to have a stronger impact
●The introduction of focused campaigns around two key
areas of opportunity: outdoor recreation and UofA
game days
●A focus on digital channels, with selective investment
in print advertising (95% of our budget is allocated to
digital)
●Unified strategy across paid, earned, and social media
SUMMING
IT UP
weareoutright.com
Questions?
Memo
To:
Fayetteville Advertising & Promotion Commissioners
From: Jennifer Walker, Interim CEO, Fayetteville A & P Commission
Date: February 10, 2025
Re: 2024 Financial Audit Engagement Letter with Forvis
Background:
The Fayetteville Advertising and Promotion Commission has engaged Forvis, LLP for
audit services from fiscal years 2018 through 2023. To maintain consistency and
alignment, we strive to coordinate our audit services with the City of Fayetteville, which
is currently in Year 3 of a five-year contract with Forvis.
For the 2024 fiscal year, the estimated audit fee is $31,500. The Commission’s 2025
operating budget includes $34,000 for audit and accounting services, ensuring
sufficient funding for this engagement. The 2024 engagement letter is attached for
reference.
Staff Recommendation:
Staff recommends a vote to authorize Interim CEO Jennifer Walker to execute the
2024 audit engagement letter with Forvis, LLP for an estimated fee of $31,500.
Forvis Mazars, LLP is an independent member of Forvis Mazars Global Limited
February 10, 2025
Board of Commissioners
Ms. Jennifer Walker, Interim CEO/VP Finance
Fayetteville Advertising and Promotion Commission
21 South Block Avenue, Suite 100
Fayetteville, AR 72701
We appreciate your selection of Forvis Mazars, LLP as your service provider and are pleased to confirm
the arrangements of our engagement in this contract. Within the requirements of our professional standards
and any duties owed to the public, regulatory, or other authorities, our goal is to provide you an Unmatched
Client Experience.
In addition to the terms set forth in this contract, including the detailed Scope of Services, our engagement
is governed by the following, incorporated fully by this reference:
Terms and Conditions Addendum
Summary Scope of Services
As described in the attached Scope of Services, our services will include the following:
FAYETTEVILLE ADVERTISING AND PROMOTION COMMISSION
Audit Services for the year ended December 31, 2024
You agree to assume full responsibility for the substantive outcomes of the contracted services and for any
other services we may provide, including any findings that may result.
You also acknowledge these services are adequate for your purposes, and you will establish and monitor
the performance of these services to ensure they meet management’s objectives. All decisions involving
management responsibilities related to these services will be made by you, and you accept full responsibility
for such decisions.
We understand you have designated a management-level individual(s) to be responsible and accountable
for overseeing the performance of nonattest services, and you have determined this individual is qualified
to conduct such oversight.
Engagement Fees
The fee for our services will be $31,500.
Included in this fee are travel costs and fees for services from other professionals, if any, as well as an
administrative fee of five (5) % to cover certain technology and administrative costs associated with our
services.
FAYETTEVILLE ADVERTISING AND PROMOTION COMMISSION
February 10, 2025
Page 2
Our pricing for this engagement and our fee structure are based upon the expectation that our invoices will
be paid promptly. Payment of our invoices is due upon receipt.
Our timely completion of services and the fees thereon depends on the assistance you provide us in
accumulating information and responding to our inquiries. Inaccuracies or delays in providing this
information or the responses may result in additional billings, untimely filings, or inability to meet other
deadlines.
Contract Agreement
Please sign and return this contract to indicate your acknowledgment of, and agreement with, the
arrangements for our services including our respective responsibilities.
Forvis Mazars, LLP
Acknowledged and agreed to as it relates to the entire contract, including the Scope of Services and
Terms and Conditions Addendum, on behalf of FAYETTEVILLE ADVERTISING AND PROMOTION
COMMISSION.
BY
Jennifer Walker, Interim CEO/VP Finance
DATE
FAYETTEVILLE ADVERTISING AND PROMOTION COMMISSION
February 10, 2025
Page 3
Scope of Services – Audit Services
We will audit the regulatory basis financial statements and related disclosures, which collectively comprise
the basic financial statements for the following entity:
FAYETTEVILLE ADVERTISING AND PROMOTION COMMISSION as of and for the year ended
December 31, 2024
The audit has the following broad objectives:
Obtaining reasonable assurance about whether the financial statements as a whole are free from
material misstatement, whether due to fraud or error
Expressing an opinion on the regulatory basis financial statements prepared in accordance with
Arkansas Code Section 10-4-202
Issuing a report on your internal control over financial reporting and compliance and other matters
based on the audit of your financial statements in accordance with Government Auditing Standards
We understand the financial statements are prepared in accordance with the regulatory basis of accounting
permitted by Arkansas Code Section 10-4-202, which is a basis of accounting that differs from accounting
principles generally accepted in the United States of America. We will also provide you with the following
nonattest services:
Preparing a draft of the financial statements and related notes
You agree to assume all management responsibilities and to oversee the nonattest services we will provide
by designating an individual possessing suitable skill, knowledge, and/or experience. You acknowledge
that nonattest services are not covered under Government Auditing Standards. You are responsible for:
Making all management decisions and performing all management functions
Evaluating the adequacy and results of the services performed
Accepting responsibility for the results of such services
Designing, implementing, and maintaining internal controls, including monitoring ongoing activities
Cynthia Burns, Director, is responsible for supervising the engagement and authorizing the signing of the
report or reports.
We will issue a written report upon completion of our audit, addressed to the following parties:
Entity Name Party Name
FAYETTEVILLE ADVERTISING AND PROMOTION
COMMISSION
Board of Commissioners
Jennifer Walker, Interim CEO/VP Finance
You are responsible to distribute our reports to other officials who have legal oversight authority or those
responsible for acting on audit findings and recommendations, and to others authorized to receive such
reports.
The following apply for the audit services described above:
Our
Responsibilities
We will conduct our audit in accordance with auditing standards generally
accepted in the United States of America (GAAS), the standards applicable to
financial audits contained in Government Auditing Standards issued by the
Comptroller General of the United States and the Uniform Guidance. Those
standards require that we plan and perform:
FAYETTEVILLE ADVERTISING AND PROMOTION COMMISSION
February 10, 2025
Page 4
The audit of the financial statements to obtain reasonable rather than
absolute assurance about whether the financial statements are free of
material misstatement, whether caused by fraud or error
We will exercise professional judgment and maintain professional skepticism
throughout the audit.
We will identify and assess the risks of material misstatement of the financial
statements, whether due to fraud or error, design and perform audit procedures
responsive to those risks, and obtain audit evidence that is sufficient and
appropriate to provide a basis for our opinion.
We will obtain an understanding of internal control relevant to the audit in order
to design audit procedures that are appropriate in the circumstances.
We will evaluate the appropriateness of accounting policies used and the
reasonableness of significant accounting estimates made by management, as
well as evaluate the overall presentation of the financial statements, including the
disclosures, and whether the financial statements represent the underlying
transactions and events in a manner that achieves fair presentation.
We will also conclude, based on audit evidence obtained, whether there are
conditions or events, considered in the aggregate, that raise substantial doubt
about the entity’s ability to continue as a going concern for a reasonable period
of time.
We are required to communicate with those charged with governance, regarding,
among other matters, the planned scope and timing of the audit and any
significant deficiencies and material weaknesses in internal control over
compliance that the auditor identified during the audit.
Limitations &
Fraud
Reasonable assurance is a high level of assurance but is not absolute assurance
and, therefore, is not a guarantee that an audit that is planned and conducted in
accordance with GAAS will always detect a material misstatement or material
noncompliance with federal award programs when it exists. Misstatements,
including omissions, can arise from fraud or error and are considered material if,
there is a substantial likelihood that, individually or in the aggregate, they would
influence the judgment made by a reasonable user based on the financial
statements. Our responsibility as auditors is limited to the period covered by our
audit and does not extend to any later periods for which we are not engaged as
auditors.
The risk of not detecting a material misstatement or material noncompliance
resulting from fraud is higher than for one resulting from error, as fraud may
involve collusion, forgery, intentional omissions, misrepresentations, or the
override of internal control. Noncompliance with compliance requirements is
considered material if there is a substantial likelihood that, individually or in the
aggregate, it would influence the judgment made by a reasonable user of the
report on compliance about the entity’s compliance with the requirements of the
federal programs as a whole.
FAYETTEVILLE ADVERTISING AND PROMOTION COMMISSION
February 10, 2025
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Our understanding of internal control is not for the purpose of expressing an
opinion on the effectiveness of your internal control. However, we will
communicate to you in writing any significant deficiencies or material weaknesses
in internal control relevant to the audit of the financial statements that we identify
during the audit.
We are available to perform additional procedures with regard to fraud detection
and prevention at your request, subject to completion of our normal engagement
acceptance procedures. The actual terms and fees of such an engagement would
be documented in a separate contract to be signed by you and Forvis Mazars.
Opinion Circumstances may arise in which our report may differ from its expected form
and content based on the results of our audit. Depending on the nature of these
circumstances, it may be necessary for us to further modify our opinion, add an
emphasis-of-matter paragraph or other-matter paragraph(s) to our auditor’s
report, or if necessary, decline to express an opinion or withdraw from the
engagement.
If we discover conditions that may prohibit us from issuing a report, we will notify
you. In such circumstances, further arrangements may be necessary to continue
our engagement.
Your
Responsibilities
Management and, if applicable, those charged with governance acknowledge
and understand their responsibility for the accuracy and completeness of all
information provided and for the following:
Audit Support – to provide us with:
o Unrestricted access to persons within the entity or within components of
the entity (including management, those charged with governance, and
component auditors) from whom we determine it necessary to obtain
audit evidence
o Information of which you are aware that is relevant to the preparation and
fair presentation of the financial statements, including access to
information relevant to disclosures
o Information about events occurring or facts discovered subsequent to the
date of the financial statements, of which management may become
aware, that may affect the financial statements
o Information about any known or suspected fraud affecting the entity
involving management, employees with significant role in internal control,
and others where fraud could have a material effect on the financials
o Identification and provision of report copies of previous audits, attestation
engagements, or other studies that directly relate to the objectives of the
audit, including whether related recommendations have been
implemented
o Additional information that we may request for the purpose of the audit
Internal Control and Compliance – for the:
o Design, implementation, and maintenance of internal control relevant to
compliance with laws and regulations and the preparation and fair
presentation of financial statements that are free from material
misstatement, whether due to fraud or error
FAYETTEVILLE ADVERTISING AND PROMOTION COMMISSION
February 10, 2025
Page 6
o Alignment of internal control to ensure that appropriate goals and
objectives are met; that management and financial information is reliable
and properly reported; and that compliance with and identification of the
laws, regulations, contracts, grants, or agreements (including any federal
award programs) applicable to the entity’s activities is achieved
o Remedy, through timely and appropriate steps, of fraud and
noncompliance with provisions of laws, regulations, contracts, or other
agreements reported by the auditor
o Establishment and maintenance of processes to track the status and
address findings and recommendations of auditors
Accounting and Reporting – for the:
o Maintenance of adequate records, selection and application of
accounting principles, and the safeguard of assets
o Adjustment of the financial statements to correct material misstatements
and confirmation to us in the representation letter that the effects of any
uncorrected misstatements aggregated by us are immaterial, both
individually and in the aggregate, to the financial statements taken as a
whole
o Preparation and fair presentation of the financial statements in
accordance with accounting principles permitted by Arkansas Code
Section 10-4-202, which is a regulatory basis of accounting that differs
from accounting principles generally accepted in the United States of
America
o Inclusion of the auditors’ report in any document containing financial
statements that indicates that such financial statements have been
audited by us
o Distribution of audit reports to any necessary parties
The results of our tests of compliance and internal control over financial reporting
performed in connection with our audit of the financial statements may not fully
meet the reasonable needs of report users. Management is responsible for
obtaining audits, examinations, agreed-upon procedures, or other engagements
that satisfy relevant legal, regulatory, or contractual requirements or fully meet
other reasonable user needs.
Written
Confirmations
Required
As part of our audit process, we will request from management and, if applicable,
those charged with governance written confirmation acknowledging certain
responsibilities outlined in this contract and confirming:
The availability of this information.
Certain representations made during the audit for all periods presented.
The effects of any uncorrected misstatements, if any, resulting from errors or
fraud aggregated by us during the current engagement and pertaining to the
latest period presented are immaterial, both individually and in the aggregate,
to the financial statements taken as a whole.
Peer Review
Report
Government Auditing Standards require that we provide you with a copy of our
most recent external peer review report and any letter of comment, and any
subsequent peer review reports and letters of comment received during the
period of the contract, upon request. If you would like a copy, please request from
your engagement executive.
FAYETTEVILLE ADVERTISING AND PROMOTION COMMISSION
February 10, 2025
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Forvis Mazars, LLP Terms and Conditions Addendum
GENERAL
1. Overview. This addendum describes Forvis Mazars, LLP’s
standard terms and conditions (“Terms and Conditions”)
applicable to Our provision of services to the Client (“You”). The
Terms and Conditions are a part of the contract between You
and Forvis Mazars, LLP. For the purposes of the Terms and
Conditions, any reference to “Firm,” “We,” “Us,” or “Our” is a
reference to Forvis Mazars, LLP (“Forvis Mazars”), and any
reference to “You” or “Your” is a reference to the party or parties
that have engaged Us to provide services and the party or
parties ultimately responsible for payment of Our fees and
costs.
BILLING, PAYMENT, & TERMINATION
2. Billing and Payment Terms. We will bill You for Our
professional fees and costs as outlined in Our contract. Unless
otherwise provided in Our contract, payment is due upon
receipt of Our billing statement. Interest will be charged on any
unpaid balance after 30 days at the rate of 10 percent per
annum, or as allowed by law at the earliest date thereafter, and
highest applicable rate if less than 10 percent. All fees, charges,
and other amounts payable to Forvis Mazars hereunder do not
include any sales, use, excise, value-added, or other applicable
taxes, tariffs, or duties, payment of which shall be Your sole
responsibility, and do not include any applicable taxes based
on Forvis Mazars’ net income or taxes arising from the
employment or independent contractor relationship between
Forvis Mazars and Forvis Mazars’ personnel.
We reserve the right to suspend or terminate Our work for this
engagement or any other engagement for nonpayment of fees.
If Our work is suspended or terminated, You agree that We will
not be responsible for Your failure to meet governmental and
other deadlines, for any penalties or interest that may be
assessed against You resulting from Your failure to meet such
deadlines, and for any other damages (including but not limited
to consequential, indirect, lost profits, or punitive damages)
incurred as a result of the suspension or termination of Our
services.
Our fees may increase if Our duties or responsibilities are
increased by rulemaking of any regulatory body or any
additional new accounting or auditing standards. Our
engagement fees do not include any time for post-engagement
consultation with Your personnel or third parties, consent
letters and related procedures for the use of Our reports in
offering documents, inquiries from regulators, or testimony or
deposition regarding any subpoena. Charges for such services
will be billed separately.
3. Billing Records. If these services are determined to be within
the scope and authority of Section 1861(v)(1)(I) of the Social
Security Act, We agree to make available to the Secretary of
Health and Human Services, or to the U.S. Comptroller
General, or any of their duly authorized representatives, such
of Our books, documents, and records that are necessary to
certify the nature and extent of Our services, until the expiration
of four (4) years after the furnishing of these services. This
contract allows access to contracts of a similar nature between
subcontractors and related organizations of the subcontractor,
and to their books, documents, and records.
4. Termination. Either party may terminate these services in
good faith at any time for any reason, including Your failure to
comply with the terms of Our contract or as We determine
professional standards require. Both parties must agree, in
writing, to any future modifications or extensions. If services are
terminated, You agree to pay Forvis Mazars for time expended
to date. In addition, You will be billed costs and fees for services
from other professionals, if any, as well as an administrative fee
of five (5) percent to cover certain technology and
administrative costs associated with Our services. Unless
terminated sooner in accordance with its terms, this
engagement shall terminate upon the completion of Forvis
Mazars’ services hereunder.
DISPUTES & DISCLAIMERS
5. Mediation. Any dispute arising out of or related to this
engagement will, prior to resorting to litigation, be submitted for
nonbinding mediation upon written request by either party. Both
parties agree to try in good faith to settle the dispute in
mediation. The mediator will be selected by agreement of the
parties. The mediation proceeding shall be confidential. Each
party will bear its own costs in the mediation, but the fees and
expenses of the mediator will be shared equally.
6. Indemnification. Unless disallowed by law or applicable
professional standards, You agree to hold Forvis Mazars
harmless from any and all claims which arise from knowing
misrepresentations to Forvis Mazars, or the intentional
withholding or concealment of information from Forvis Mazars
by Your management or any partner, principal, shareholder,
officer, director, member, employee, agent, or assign of Yours.
You also agree to indemnify Forvis Mazars for any claims made
against Forvis Mazars by third parties, which arise from any
wrongful actions of Your management or any partner, principal,
shareholder, officer, director, member, employee, agent, or
assign of Yours. The provisions of this paragraph shall apply
regardless of the nature of the claim.
7. Statute of Limitations. You agree that any claim or legal
action arising out of or related to this contract and the services
provided hereunder shall be commenced no more than one (1)
year from the date of delivery of the work product to You or the
termination of the services described herein (whichever is
earlier), regardless of any statute of limitations prescribing a
longer period of time for commencing such a claim under law.
This time limitation shall apply regardless of whether Forvis
Mazars performs other or subsequent services for You. A claim
is understood to be a demand for money or services, demand
for mediation, or the service of suit based on a breach of this
contract or the acts or omissions of Forvis Mazars in performing
the services provided herein. This provision shall not apply if
enforcement is disallowed by applicable law or professional
standards.
8. Limitation of Liability. You agree that Forvis Mazars’ liability,
if any, arising out of or related to this contract and the services
provided hereunder, shall be limited to the amount of the fees
paid by You for services rendered under this contract. This
limitation shall not apply to the extent it is finally, judicially
determined that the liability resulted from the intentional or
willful misconduct of Forvis Mazars or if enforcement of this
FAYETTEVILLE ADVERTISING AND PROMOTION COMMISSION
February 10, 2025
Page 8
provision is disallowed by applicable law or professional
standards.
9. Waiver of Certain Damages. In no event shall Forvis Mazars
be liable to You or a third party for any indirect, special,
consequential, punitive, or exemplary damages, including but
not limited to lost profits, loss of revenue, interruption, loss of
use, damage to goodwill or reputation, regardless of whether
You were advised of the possibility of such damages,
regardless of whether such damages were reasonably
foreseeable, and regardless of whether such damages arise
under a theory of contract, tort, strict liability, or otherwise.
10. Choice of Law. You acknowledge and agree that any dispute
arising out of or related to this contract shall be governed by the
laws of the State of Texas, without regard to its conflict of laws
principles.
11. WAIVER OF JURY TRIAL. THE PARTIES HEREBY AGREE
NOT TO ELECT A TRIAL BY JURY OF ANY ISSUE TRIABLE
OF RIGHT BY JURY, AND WAIVE ANY RIGHT TO TRIAL BY
JURY FULLY TO THE EXTENT THAT ANY SUCH RIGHT
SHALL NOW OR HEREAFTER EXIST WITH REGARD TO
THIS AGREEMENT, OR ANY CLAIM, COUNTERCLAIM, OR
OTHER ACTION ARISING IN CONNECTION THEREWITH.
THIS WAIVER OF RIGHT TO TRIAL BY JURY IS GIVEN
KNOWINGLY AND VOLUNTARILY BY THE PARTIES, AND
IS INTENDED TO ENCOMPASS INDIVIDUALLY EACH
INSTANCE AND EACH ISSUE AS TO WHICH THE RIGHT
TO A TRIAL BY JURY WOULD OTHERWISE ACCRUE.
12. Severability. In the event that any term or provision of this
agreement shall be held to be invalid, void, or unenforceable,
then the remainder of this agreement shall not be affected, and
each such term and provision of this agreement shall be valid
and enforceable to the fullest extent permitted by law.
13. Assignment. You acknowledge and agree that the terms and
conditions of this contract shall be binding upon and inure to
the parties’ successors and assigns, subject to applicable laws
and regulations.
14. Disclaimer of Legal or Investment Advice. Our services do
not constitute legal or investment advice. You should seek the
advice of legal counsel in such matters. Regulatory authorities
may interpret circumstances differently than We do. In addition,
the applicable laws, regulations, and regulators’ enforcement
activities may change over time.
RECORDS, WORKPAPERS, DELIVERABLES, &
PROPRIETARY INFORMATION
15. Maintenance of Records. You agree to assume full
responsibility for maintaining Your original data and records
and that Forvis Mazars has no responsibility to maintain this
information. You agree You will not rely on Forvis Mazars to
provide hosting, electronic security, or backup services, e.g.,
business continuity or disaster recovery services, to You unless
separately engaged to do so. You understand that Your access
to data, records, and information from Forvis Mazars’ servers,
i.e., Forvis Mazars portals used to exchange information, can
be terminated at any time and You will not rely on using this to
host Your data and records.
16. Forvis Mazars Workpapers. Our workpapers and
documentation retained in any form of media for this
engagement are the property of Forvis Mazars. We can be
compelled to provide information under legal process. In
addition, We may be requested by regulatory or enforcement
bodies (including any State Board) to make certain workpapers
available to them pursuant to authority granted by law or
regulation. Unless We are prohibited from doing so by law or
regulation, Forvis Mazars will inform You of any such legal
process or request. You agree We have no legal responsibility
to You in the event We determine We are obligated to provide
such documents or information.
17. Subpoenas or Other Legal Process. In the event Forvis
Mazars is required to respond to any such subpoena, court
order, or any government regulatory inquiry or other legal
process relating to You or Your management for the production
of documents and/or testimony relative to information We
obtained or prepared incident to this or any other engagement
in a matter in which Forvis Mazars is not a party, You shall
compensate Forvis Mazars for all time We expend in
connection with such response at normal and customary hourly
rates and to reimburse Us for all out-of-pocket expenses
incurred in regard to such response.
18. Use of Deliverables and Drafts. You agree You will not modify
any deliverables or drafts prepared by Us for internal use or for
distribution to third parties. You also understand that We may
on occasion send You documents marked as draft and
understand that those are for Your review purpose only, should
not be distributed in any way, and should be destroyed as soon
as possible.
Our report on any financial statements must be associated only
with the financial statements that were the subject of Our
engagement. You may make copies of Our report, but only if
the entire financial statements (exactly as attached to Our
report, including related footnotes) and any supplementary
information, as appropriate, are reproduced and distributed
with Our report. You agree not to reproduce or associate Our
report with any other financial statements, or portions thereof,
that are not the subject of Our engagement.
19. Proprietary Information. You acknowledge that proprietary
information, documents, materials, management techniques,
and other intellectual property are a material source of the
services We perform and were developed prior to Our
association with You. Any new forms, software, documents, or
intellectual property We develop during this engagement for
Your use shall belong to Us, and You shall have the limited right
to use them solely within Your business. All reports, templates,
manuals, forms, checklists, questionnaires, letters,
agreements, and other documents which We make available to
You are confidential and proprietary to Us. Neither You, nor any
of Your agents, will copy, electronically store, reproduce, or
make any such documents available to anyone other than Your
personnel. This provision will apply to all materials whether in
digital, “hard copy” format, or other medium.
REGULATORY
20. U.S. Securities and Exchange Commission (“SEC”) and
other Regulatory Bodies. Where We are providing services
either for (a) an entity that is registered with the SEC, (b) an
affiliate of such registrant, or (c) an entity or affiliate that is
FAYETTEVILLE ADVERTISING AND PROMOTION COMMISSION
February 10, 2025
Page 9
subject to rules, regulations, or standards beyond those of the
American Institute of Certified Public Accountants (“AICPA”),
any term of this contract that would be prohibited by or impair
Our independence under applicable law or regulation shall not
apply to the extent necessary only to avoid such prohibition or
impairment.
21. Offering Document. You may wish to include Our report(s) on
financial statements in an exempt offering document. You
agree that any report, including any auditor’s report, or
reference to Our firm, will not be included in any such offering
document without notifying Us. Any agreement to perform work
in connection with an exempt offering document, including
providing agreement for the use of the auditor’s report in the
exempt offering document, will be a separate engagement.
Any exempt offering document issued by You with which We
are not involved will clearly indicate that We are not involved by
including a disclosure such as, “Forvis Mazars, LLP, our
independent auditor, has not been engaged to perform and has
not performed, since the date of its report included herein, any
procedures on the financial statements addressed in that
report. Forvis Mazars, LLP also has not performed any
procedures relating to this offering document.”
22. Forvis Mazars Not a Municipal Advisor. Forvis Mazars is not
acting as Your municipal advisor under Section 15B of the
Securities Exchange Act of 1934, as amended. As such, Forvis
Mazars is not recommending any action to You and does not
owe You a fiduciary duty with respect to any information or
communications regarding municipal financial products or the
issuance of municipal securities. You should discuss such
matters with internal or external advisors and experts You
deem appropriate before acting on any such information or
material provided by Forvis Mazars.
23. Forvis Mazars Not a Fiduciary. In providing Our attest
services, We are required by law and our professional
standards to maintain our independence from You. We take
this mandate very seriously and thus guard against
impermissible relationships which may impair the very
independence which You and the users of Our report require.
As such, You should not place upon Us special confidence that
in the performance of Our attest services We will act solely in
Your interest. Therefore, You acknowledge and agree We are
not in a fiduciary relationship with You and We have no fiduciary
responsibilities to You in the performance of Our services
described herein.
TECHNOLOGY
24. Electronic Sites. You agree to notify Us if You desire to place
Our report(s), including any reports on Your financial
statements, along with other information, such as a report by
management or those charged with governance on operations,
financial summaries or highlights, financial ratios, etc., on an
electronic site. You recognize that We have no responsibility to
review information contained in electronic sites.
25. Electronic Signatures and Counterparts. This contract and
other documents to be delivered pursuant to this contract may
be executed in one or more counterparts, each of which will be
deemed to be an original copy and all of which, when taken
together, will be deemed to constitute one and the same
agreement or document, and will be effective when
counterparts have been signed by each of the parties and
delivered to the other parties. Each party agrees that the
electronic signatures, whether digital or encrypted, of the
parties included in this contract are intended to authenticate
this writing and to have the same force and effect as manual
signatures. Delivery of a copy of this contract or any other
document contemplated hereby, bearing an original manual or
electronic signature by facsimile transmission (including a
facsimile delivered via the internet), by electronic mail in
“portable document format” (“.pdf”) or similar format intended
to preserve the original graphic and pictorial appearance of a
document, or through the use of electronic signature software,
will have the same effect as physical delivery of the paper
document bearing an original signature.
26. Electronic Data Communication and Storage. In the interest
of facilitating Our services to You, We may send data over the
internet, temporarily store electronic data via computer
software applications hosted remotely on the internet, or utilize
cloud-based storage. Your confidential electronic data may be
transmitted or stored using these methods. In using these data
communication and storage methods, We employ measures
designed to maintain data security. We use reasonable efforts
to keep such communications and electronic data secure in
accordance with Our obligations under applicable laws,
regulations, and professional standards.
You recognize and accept that We have no control over the
unauthorized interception or breach of any communications or
electronic data once it has been transmitted or if it has been
subject to unauthorized access while stored, notwithstanding
all reasonable security measures employed by Us. You
consent to Our use of these electronic devices and applications
during this engagement.
OTHER MATTERS
27. Cooperation. You agree to cooperate with Forvis Mazars in
the performance of Forvis Mazars’ services to You, including
the provision to Forvis Mazars of reasonable facilities and
timely access to Your data, information, and personnel. You
shall be responsible for the performance of Your employees
and agents.
28. Third-Party Service Providers. Forvis Mazars may from time
to time utilize third-party service providers, including but not
limited to domestic software processors or legal counsel, or
disclose confidential information about You to third-party
service providers in serving Your account. Forvis Mazars
maintains, however, internal policies, procedures, and
safeguards to protect the confidentiality and security of Your
information. In addition, Forvis Mazars will secure
confidentiality agreements with all service providers to maintain
the confidentiality of Your information. If We are unable to
secure an appropriate confidentiality agreement, You will be
asked to consent prior to Forvis Mazars sharing Your
confidential information with the third-party service provider.
29. Independent Contractor. When providing services to You, We
will be functioning as an independent contractor; and in no
event will We or any of Our employees be an officer of You, nor
will Our relationship be that of joint venturers, partners,
employer and employee, principal and agent, or any similar
FAYETTEVILLE ADVERTISING AND PROMOTION COMMISSION
February 10, 2025
Page 10
relationship giving rise to a fiduciary duty to You. Decisions
regarding management of Your business remain the
responsibility of Your personnel at all times. Neither You nor
Forvis Mazars shall act or represent itself, directly or by
implication, as an agent of the other or in any manner assume
or create any obligation on behalf of, or in the name of, the
other.
30. Hiring of Forvis Mazars Personnel. We ask that You respect
the employment relationship that Our personnel have with Our
firm and to refrain from any employment offers to Forvis Mazars
personnel. However, if You find it necessary to make an offer
of employment and if it is accepted, during the term of this
engagement and for a period of 18 months after Forvis Mazars
stops providing services, You agree that We will be paid a one-
time employment fee equal to 100 percent of the employee’s
highest annual salary. This fee will be payable prior to Our
personnel commencing employment with You. Provided,
however, You shall not be in violation of the nonsolicitation
covenant set forth herein with respect to any position You
advertise in the form of a general solicitation not delivered to or
focused upon any single individual.
31. Use of Forvis Mazars Name. Any time You intend to reference
Forvis Mazars’ firm name in any manner in any published
materials, including on an electronic site, You agree to provide
Us with draft materials for review and approval before
publishing or posting such information.
32. Network. Forvis Mazars, LLP is a Delaware limited liability
partnership and an independent member of Forvis Mazars
Global Ltd., a leading global professional services network.
Forvis Mazars Global Ltd. is a United Kingdom company limited
by guarantee and does not provide any services to clients.
33. Entire Agreement. The contract, including this Terms and
Conditions Addendum and any other attachments or addenda,
encompasses the entire agreement between You and Forvis
Mazars and supersedes all previous understandings and
agreements between the parties, whether oral or written. Any
modification to the terms of this contract must be made in
writing and signed by both You and Forvis Mazars.
34. Force Majeure. We shall not be held responsible for any failure
to fulfill Our obligations if such failure was caused by
circumstances beyond Our control, including, without limitation,
fire or other casualty, act of God, act of terrorism, strike or labor
dispute, war or other violence, explosion, flood or other natural
catastrophe, epidemic or pandemic, or any law, order, or
requirement of any governmental agency or authority affecting
either party, including without limitation orders incident to any
such epidemic or pandemic, lockdown orders, stay-at-home
orders, and curfews.
Memo
To: Fayetteville Advertising and Promotion Commissioners
From: Tyler Wilson, VP Strategic Initiatives,
Date: February 6, 2025
Re: Experience Fayetteville 5-year Capital Improvement Plan
Background:
A 5-Year Organizational Capital Improvement Plan (CIP) serves as a structured roadmap for planned
investments in infrastructure, facilities, equipment, and other long-term assets. This plan supports
Experience Fayetteville’s strategic objectives by ensuring that properties remain well-maintained,
operationally efficient, and aligned with the organizations evolving needs. While data-driven and
forward-thinking, this plan remains adaptable to accommodate emerging priorities.
Purpose & Utilization:
The CIP will guide property management and improvements across Experience Fayetteville-owned
assets, ensuring proactive investment in facility maintenance, modernization, and new initiatives. While
it provides a strategic framework, it is not a rigid, itemized list, as unexpected projects and opportunities
may arise that require flexibility.
Capital Investment Focus Areas
o Facility Upgrades & Renovations – Enhancing existing structures to improve functionality,
sustainability, and visitor experience.
o Technology & Infrastructure Improvements – Investing in modern systems for
operational efficiency and visitor engagement.
o Property Enhancements – Developing and maintaining key sites such as the Walker-Stone
House, Fayetteville Town Center, and Experience Fayetteville offices.
Recommendation:
The staff recommends that the commission approve the adoption of this 5-Year Capital Improvement Plan
as a guiding document for Experience Fayetteville’s property management strategy. While not a fixed
commitment to specific projects, this plan will ensure responsible stewardship of resources while allowing
flexibility to address new opportunities and challenges.
Fayetteville A&P
Commission
Fayetteville A&P Commission
Capital Improvement Plan 2025 - 2029
Fayetteville A&P Commission ExpFay
Repairs & Maintenance
Year Project Name Description Category Est Cost Timeline Funding Source YTD Total
2025
Back Entrance replace and upgrade back entrance Repairs 20,000.00$ Q1 Operating Capital
Office Remodel Office Reno Project 280,000.00$ Operating Capital
Office Furniture Office Reno Project 160,000.00$ Operating Capital
460,000.00$
2026
New Roof replace roof with TPO Repairs 200,000.00$ Q3 Operating Capital
Heat Pump #1 replace old package unit HVAC 20,000.00$ Q1 Operating Capital
Roof Access add ladder access to EF FF&E 10,000.00$ Q3 Operating Capital
230,000.00$
2027
Windows upgrade to store front Repairs 20,000.00$ Q1 Operating Capital
Masonry Fix Exterior Cracked Masonry Repairs 20,000.00$ Q2 Operating Capital
40,000.00$
2028
Heat Pump #2 Replace Heat Pump FF&E 50,000.00$ Q3 Operating Capital
50,000.00$
2029
VC Refresh Visitors Center Refresh FF&E 50,000.00$ Q3 Operating Capital
50,000.00$
5-year Total 830,000.00$
Page 1 of 3
Fayetteville A&P Commission
Capital Improvement Plan 2025 - 2029
Fayetteville A&P Commission FTC
Repairs & Maintenance
Year Project Name Description Category Est Cost Timeline Funding Source YTD Total
2025
Airwall replace airwalls FF&E 450,000.00$ Q3 Operating Reserve
Exterior refresh exterior Repairs 45,000.00$ Q2 Operating Reserve
Parking Garage Replace old LED fixtures in parking deck FF&E 60,000.00$ Q$Operating Reserve
555,000.00$
2026
New concrete replace old concrete on terrace Repairs 100,000.00$ Q3 Operating Reserve
Rainbird replace outdated irrigation system FF&E 35,000.00$ Q1 Operating Reserve
Dishwasher replace service kitchen dishwasher FF&E 20,000.00$ Q4 Operating Reserve
Fridges replace service kitchen fridges FF&E 20,000.00$ Q4 Operating Reserve
Exterior Bathroom Remodle FTC Bathroom refresh and exterior add FF&E 125,000.00$ Q$Operating Reserve
200,000.00$
2027
Parking Deck Sump Pump new box and pumps for level 1 garage pit FF&E 300,000.00$ Q3 Operating Reserve
2028
Sound dampening Main Hall acoustic tiles FF&E 50,000.00$ Q1 Operating Reserve
Paint Ceiling Main Hall ceiling paint and crack repair Repairs 50,000.00$ Q3
Hall floor Main Hall tile repair Repairs 100,000.00$ Q4
200,000.00$
2029
Elevators replace passenger elevators FF&E 450,000.00$ Q1,Q2,Q3 Funded by City
450,000.00$
5-Year Total 1,405,000.00$
Page 2 of 3
Fayetteville A&P Commission
Capital Improvement Plan 2025 - 2029
Fayetteville A&P Commission WSH
Repairs & Maintenance
Year Project Description Category Est Cost Timeline Funding Source YTD Total
2025
Power Service Bury service from the street to the house Repairs 10,000.00$ Q2 Operating Reserve
10,000.00$
2026
Windows Windows have exterior rotting and need replacement Repairs 80,000.00$ Q3 Operating Reserve
80,000.00$
2027
Back Terrace Restore back porch and terrace Repairs 150,000.00$ Operating Reserve
150,000.00$
2028
Property Fence Install fence for liability and security needs FF&E 50,000.00$ Q3 Operating Reserve
Floors Redo wood floors Repairs 100,000.00$ Q1 Operating Reserve
150,000.00$
2029
Parking Upgrade parking arear from gravel to hard surface 60,000.00$ Operating Reserve
60,000.00$
5-year Total 450,000.00$
Page 3 of 3
Memo
To:
Fayetteville Advertising & Promotion Commissioners
From: Jennifer Walker, Interim CEO, Fayetteville A & P Commission
Date: February 10, 2025
Re: CEO Job Description and Salary Range
Background:
Experience Fayetteville has engaged Winner Partners to lead the search for its next
CEO. As part of this process, Winner Partners has developed a draft job description,
which has been reviewed by the Search Committee. A final version is enclosed for
Commission review and approval.
The job description includes a proposed salary range for discussion and approval. This
range is based on industry compensation benchmarks provided by Winner Partners,
including national comparisons within the destination marketing organization (DMO)
industry as well as regional data from Arkansas DMOs. The lower end of the range
reflects a candidate with growth potential in the role, while the upper end accounts for a
seasoned executive with extensive DMO leadership experience.
Staff Recommendation:
Staff recommends a vote to approve the CEO job description and salary range for
use by Winners Partners in recruiting CEO candidates.
CEO | Position Description
Experience Fayetteville
Fayetteville, Arkansas
Executive Summary
The Chief Executive Officer (CEO) serves as the chief strategist, ambassador, and leader of Experience
Fayetteville, responsible for driving the long-term success of the organization and ensuring that tourism
strengthens the local economy while preserving the city’s unique character. The CEO will work
collaboratively with local businesses, civic leaders, elected officials, and community stakeholders to promote
Fayetteville as a leading leisure, sports, and events destination. The CEO will report directly to the
Advertising and Promotions Commission, leading a team of 24 professionals and overseeing an annual
operating budget of $6 million to develop and execute strategic initiatives that establish Fayetteville as a
premier destination.
This role requires a visionary leader with expertise in destination marketing, economic development, and
stakeholder engagement. The CEO will advocate for strategic tourism investments, champion sustainability
efforts, and oversee the implementation of data-driven marketing and visitor experience strategies.
Skills and Expertise of the Next CEO
Strategic Leadership & Vision
• Oversee and execute a comprehensive tourism strategy that aligns with Fayetteville’s community
values and economic development goals.
• Ensure sustainable tourism growth by balancing visitor attraction with quality-of-life enhancements
for residents.
• Advocate for investment in tourism-related infrastructure, including sports, meeting, and recreation
facilities.
• Foster innovation in destination marketing, leveraging data, technology, and emerging trends to
drive visitation.
Marketing & Brand Development
• Lead destination marketing efforts to enhance Fayetteville’s reputation as a premier travel
destination.
• With the VP of Marketing and Communications oversee strategic advertising, public relations, and
digital marketing campaigns that increase visitor spending and length of stay.
• Develop partnerships with regional, national, and international tourism organizations to expand
market reach.
• Drive fresh, innovative, data-driven marketing campaigns that evolve with industry trends by
leveraging the use of technology.
• Enhance Fayetteville’s visibility and identity as a hub for outdoor recreation, arts and culture, live
entertainment, and SEC sports.
Community & Stakeholder Engagement
• Serve as the public face of Experience Fayetteville, strengthening relationships with local
businesses, government agencies, and community leaders and keeping them aware of the tourism
industry and its impact on the Fayetteville community.
• Serve as the official spokesperson for the organization.
• Advocate and engage with hoteliers, restaurateurs, retailers, and attractions to align tourism
initiatives with their needs on a regular basis.
• Actively participate in city, regional, and state tourism discussions and legislative efforts affecting
tourism funding and policies.
• Maintain active involvement in the local community to enhance the visibility and reputation of
Experience Fayetteville.
• Advocate for responsible tourism development that supports entrepreneurs, artists, and local
businesses.
• Educate residents and businesses on scope of services provided by Experience Fayetteville along
with how funding is utilized and the benefits gained through tourism.
Organizational Leadership
• Lead, inspire, and develop a team of 24 professionals, fostering a collaborative, high-performing
workplace with a culture of accountability.
• Implement best practices in governance, operational effectiveness, and organizational
sustainability.
Fiscal Management
• Manage an annual operating budget of $6 million with transparency and accountability.
• With the VP of Finance oversee financial planning, reporting, and compliance with public-sector
funding requirements.
• Understand complex budgeting with experience leading sizeable budgets with public funds.
Venue Management & Event Planning
• Experience or knowledge in the operation and management of venues and/or sports facilities.
• Understand best practices for maximizing facility usage and ensuring smooth operations with
financial accountability.
• Collaborate with Experience Fayetteville partners in planning and executing conventions, trade
shows, sporting events, group tours, and other related events.
• Support their staff in organizing events that bring residents and tourists together, fostering local
pride.
• Ensure Fayetteville remains competitive with other cities by diversifying and attracting a mix of
cultural, sports, and family-friendly events and festivals.
Board Relations
• Serve as the primary liaison between the Fayetteville Advertising and Promotion Commission and
Experience Fayetteville, facilitating transparent communication and alignment with strategic goals.
• Prepare and present comprehensive reports to the Fayetteville Advertising and Promotion
Commission on the organization’s operational and financial status in partnership with the VP of
Finance.
• Keep commission members informed on regional and national programs that are applicable to the
tourism in our community and region.
• Facilitate Commission meetings with staff, ensuring effective decision-making and governance.
• Improve regional & state partnerships to foster stronger collaboration with neighboring cities and
state tourism boards.
Qualifications & Experience
The next CEO will bring 7–10 years of experience in senior-level leadership within organizations tied to
tourism, destination marketing, convention and visitors’ bureaus, hospitality, or economic development.
Ideally the candidate will be a current CEO or senior leader at an organization driving economic impact
through tourism that is of comparable size, complexity, and funding structure in a premier leisure, sports,
and/or events destination. Candidates who will be given preference have:
• Proven leadership experience in destination marketing, tourism, hospitality, economic
development, or a related field.
• Demonstrated success in strategic planning, budget management, and organizational leadership.
• Expertise in destination branding, visitor attraction strategies, and digital marketing.
• Experience working with public-sector funding, tax-based revenue models, and government
stakeholders.
• Ability to relate positively with employees, clients, local and state hospitality partners, commission
members, local community leaders, state officials and the general public.
• Strong ability to build partnerships and engage with diverse stakeholders, including elected officials,
business leaders, and community organizations.
• Passion for Fayetteville’s unique culture, outdoor recreation, and community-driven hospitality.
Education
• Bachelor’s degree in marketing, business administration, hospitality management, public
administration, or a related field (master’s degree preferred).
• A Certificate in Destination Management (CDME) or equivalent industry certification is preferred.
In the absence of this credential, a strong desire to achieve it at the earliest opportunity is the
expectation of the commission of the chosen candidate.
Salary Range
Full-time salary range is $165,000-$200,000, commensurate with experience and qualifications
Key Benefits
A compensation package including health insurance, retirement, vehicle allowance, professional
development and memberships, and a relocation package
Experience Fayetteville is an EEO/AA employer that seeks to employ qualified persons without regard to
race, color, religion, gender, national origin, age, sex, marital status, disability, veteran status, sexual
orientation, gender identity or any other characteristic protected by law.
We strive to ensure all employees a discrimination-free workplace and have a strong commitment to
affirmative action and equal opportunities. We value and encourage diversity in our workforce. All
applications are subject to potential public disclosure under the Arkansas Freedom of Information Act.
Memo
To:
Fayetteville Advertising & Promotion Commissioners
From: Jennifer Walker, Interim CEO, Fayetteville A & P Commission
Date: February 10, 2025
Re: CEO Interview Schedule
Background:
Experience Fayetteville has engaged Winner Partners to lead the search for its next
CEO. As part of this process, Winner Partners has developed a proposed timeline for
candidate selection:
• First Round Virtual Interviews with Search Committee – March 17
• Finalist In-Person Interviews with Commission – March 31
Finalist candidates will arrive on Sunday, March 30, with a Meet & Greet Reception at
4pm (Please note that this is the last day of spring break in Arkansas.)
Requirements & Considerations:
A special meeting is proposed for March 31, with finalist interviews conducted
throughout the day and a Commission vote at the end of the date to select the final
candidate.
Due to upcoming changes in Commission seats on April 1, the current Commission
would need to complete finalist interviews and make the selection on March 31.
Recognizing the challenges posed by this time, the Search Committee seeks input
from the Commission before formally committing to these dates.
The Search Committee welcomes discussion and feedback from the Commission
regarding the proposed timeline to ensure a smooth and effective selection process.