ROSWELL NEW MEXICO
AGENDA ITEM ABSTRACT
AGENDA ITEM ABSTRACT
Item No. 36.
Regular City Council Meeting
- Meeting Date:
- 08/14/2025
COMMITTEE:
Finance
CONTACT:
Toni Gomez
CHAIR:
Robert B. Corn
ACTION REQUESTED:
Approval of the Roswell Hispano Chamber Pinata Fest Lodgers' Tax Funding Request in the amount of $20,000 for marketing, sanitation, and security, and open negotiations with the City of Roswell for sponsorship. (Corn/Conyers)
BACKGROUND:
Initiated by: TJ Conyers
From their application: The Roswell Hispano Chamber of Commerce’s annual PiñataFest is one of Southeastern New Mexico’s most vibrant cultural celebrations, attracting over 5,000 visitors from across the state and West Texas each year. Centered on the colorful piñata, the festival blends tradition, entertainment, and entrepreneurship into an unforgettable family experience. Highlights include live music, folklórico dancing, piñata competitions, artisan markets, and performances by mariachi and dance troupes. Families enjoy interactive exhibits, a children's piñata break zone, and diverse local food vendors. For 38 years, PiñataFest has promoted tourism, celebrated Hispanic heritage, and supported small businesses through vendor opportunities and heightened visibility. With strong brand recognition and growing out-of-town interest, PiñataFest is poised to evolve into a premier regional destination festival, boosting the tourism economy while honoring the rich diversity that makes Southeastern New Mexico unique.
3 years of Historical Lodgers’ Tax Funding Data: Marketing, sanitation, and security
From their application: The Roswell Hispano Chamber of Commerce’s annual PiñataFest is one of Southeastern New Mexico’s most vibrant cultural celebrations, attracting over 5,000 visitors from across the state and West Texas each year. Centered on the colorful piñata, the festival blends tradition, entertainment, and entrepreneurship into an unforgettable family experience. Highlights include live music, folklórico dancing, piñata competitions, artisan markets, and performances by mariachi and dance troupes. Families enjoy interactive exhibits, a children's piñata break zone, and diverse local food vendors. For 38 years, PiñataFest has promoted tourism, celebrated Hispanic heritage, and supported small businesses through vendor opportunities and heightened visibility. With strong brand recognition and growing out-of-town interest, PiñataFest is poised to evolve into a premier regional destination festival, boosting the tourism economy while honoring the rich diversity that makes Southeastern New Mexico unique.
3 years of Historical Lodgers’ Tax Funding Data: Marketing, sanitation, and security
- FY2023- Applied for funding but was denied by OTB and City Council for lack of relation to tourism
- FY2024- No record of request
- FY2025- No record of request
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.
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 Piñata Fest $20,000 for marketing and $17,000 in sponsorship at their July 22, 2025, meeting. The Finance Committee recommended approval 5-0 to award $5,000 for marketing, sanitation, and security, as well as $5,000 for sponsorship at its meeting on August 7, 2025.
STAFF RECOMMENDATION:
Proceed as presented.