ROSWELL NEW MEXICO
COMMITTEE AGENDA ITEM ABSTRACT
COMMITTEE AGENDA ITEM ABSTRACT
28.
Finance Committee
- Meeting Date:
- 08/07/2025
COMMITTEE:
Finance
CONTACT:
Toni Gomez
CHAIR:
Robert B. Corn
ACTION REQUESTED:
Consider the recommendation of MainStreet Roswell for UFO Festival Lodgers' Tax Funding Request to City Council in the amount of $20,000 for marketing, sanitation, and security, and open negotiations with the City of Roswell for sponsorship. (Conyers)
BACKGROUND:
Initiated by: TJ Conyers
From their application: Roswell is known for the UFO / AlienFest event. This event and Roswell are known statewide, nationally, and internationally as the UFO Capital of the world. This was evident in the number of people who attended and the number of local and national news stations that covered the event, from the Alien car to the UFO Parade. It was great to the see the City of Roswell embrace the event and get in on the fun from merchants decorating their windows, wearing costumes, and inviting the overall public to have a nice cold drink of water. Pets were not left out with the annual Pet Costume contest held by the Galacticon to merchants putting out water on the sidewalk to hydrate our furry friends. Working collaboratively, the UFO Museum, MainStreet Roswell, Roswell Galacticon, Roswell Daily Record, Roswell Miniature Museum, Roswell Museum and the City of Roswell we were able to provide a unique experience that captured the essence of aliens and UFO's with a 7 block street festival, 2 stages, kid friendly fun such as the foam party, water slide & blow-ups in the Main Street district. This year, we added a car show and corn-hole competition. The Galacticon and Roswell Daily Record provided world-renowned speakers, vendors, hosted the Alien Car & sponsored the Drone Show, in coordination with the City of Roswell. Roswell Miniature Museum hosted the community created Trekstar installation using recycled materials. This event is unique due to the collaborative nature of the event that makes it an out of this world event!
3 years of Historical Lodgers’ Tax Funding Data: Marketing, sanitation, and security
FY2023- Awarded $32,476.00- Expended $16,238.00 (old policy of 50% reimbursement)
FY2024- Awarded $100,000- Expended $88,741.01 (Collaboration between MSR and city)
FY2025- Awarded $20,000- Expended $20,000 (documentation for event due 8/6/2025)
Sponsorship
FY2024-Awarded $60,000- Expended $52,201.75
FY2025- Awarded $50,000- Expended- $50,000 (documentation for event due 8/6/2025)
From their application: Roswell is known for the UFO / AlienFest event. This event and Roswell are known statewide, nationally, and internationally as the UFO Capital of the world. This was evident in the number of people who attended and the number of local and national news stations that covered the event, from the Alien car to the UFO Parade. It was great to the see the City of Roswell embrace the event and get in on the fun from merchants decorating their windows, wearing costumes, and inviting the overall public to have a nice cold drink of water. Pets were not left out with the annual Pet Costume contest held by the Galacticon to merchants putting out water on the sidewalk to hydrate our furry friends. Working collaboratively, the UFO Museum, MainStreet Roswell, Roswell Galacticon, Roswell Daily Record, Roswell Miniature Museum, Roswell Museum and the City of Roswell we were able to provide a unique experience that captured the essence of aliens and UFO's with a 7 block street festival, 2 stages, kid friendly fun such as the foam party, water slide & blow-ups in the Main Street district. This year, we added a car show and corn-hole competition. The Galacticon and Roswell Daily Record provided world-renowned speakers, vendors, hosted the Alien Car & sponsored the Drone Show, in coordination with the City of Roswell. Roswell Miniature Museum hosted the community created Trekstar installation using recycled materials. This event is unique due to the collaborative nature of the event that makes it an out of this world event!
3 years of Historical Lodgers’ Tax Funding Data: Marketing, sanitation, and security
FY2023- Awarded $32,476.00- Expended $16,238.00 (old policy of 50% reimbursement)
FY2024- Awarded $100,000- Expended $88,741.01 (Collaboration between MSR and city)
FY2025- Awarded $20,000- Expended $20,000 (documentation for event due 8/6/2025)
Sponsorship
FY2024-Awarded $60,000- Expended $52,201.75
FY2025- Awarded $50,000- Expended- $50,000 (documentation for event due 8/6/2025)
FINANCIAL CONSIDERATION:
Funding Source: In the FY26 Adopted Budget line item 26224081 672828.
$20,000 for marketing, sanitation and security, and negotiations with the City of Roswell for sponsorship.
$20,000 for marketing, sanitation and security, and negotiations with the City of Roswell for sponsorship.
LEGAL REVIEW:
None at this time. The Legal Department will review the sponsorship agreement before signatures are collected.
BOARD AND COMMITTEE ACTION:
The Occupancy Tax board recommended (5-0) to award MainStreet Roswell for UFO Festival $20,000 for marketing and $20,000 in sponsorship at their July 22, 2025, meeting.
STAFF RECOMMENDATION:
Proceed as presented.