ROSWELL NEW MEXICO
AGENDA ITEM ABSTRACT
AGENDA ITEM ABSTRACT
18.
Finance Committee
- Meeting Date:
- 02/03/2026
COMMITTEE:
Finance
CONTACT:
Tammi Smith
CHAIR:
Kurt Gass
ACTION REQUESTED:
Consider recommendation of approval of MainStreet Roswell Sponsorship Agreement for UFO Festival and America 250 Roswell Celebration in the amount of $280,000. (Halvorson/Heldenbrand)
BACKGROUND:
Initiated by: TJ Conyers (Sponsored by Councilor Halvorson and Councilor Heldenbrand)
MainStreet Roswell has served as the organizing entity for the annual UFO Festival for 2 years, a signature community event that attracts visitors, generates economic impact, and promotes tourism for the City of Roswell. In Fiscal Year 2026, MainStreet Roswell is also helping coordinate activities associated with the America 250 Roswell celebration, recognizing the upcoming 250th anniversary of the United States.
Historically, the City of Roswell has supported MainStreet Roswell through sponsorship agreements to assist with event-related costs. In FY2024, the City awarded $60,000, of which $52,201.75 was expended. In FY2025, the City awarded $50,000, with $50,000 fully expended. These funds were used to support operational, marketing, and programming needs associated with the events.
The proposed sponsorship agreement in the amount of $280,000 reflects the expanded scope, scale, and combined efforts of hosting both the UFO Festival and the America 250 Roswell celebration. The agreement is intended to support event production, infrastructure, marketing, and related costs to ensure successful execution of both events.
MainStreet Roswell has served as the organizing entity for the annual UFO Festival for 2 years, a signature community event that attracts visitors, generates economic impact, and promotes tourism for the City of Roswell. In Fiscal Year 2026, MainStreet Roswell is also helping coordinate activities associated with the America 250 Roswell celebration, recognizing the upcoming 250th anniversary of the United States.
Historically, the City of Roswell has supported MainStreet Roswell through sponsorship agreements to assist with event-related costs. In FY2024, the City awarded $60,000, of which $52,201.75 was expended. In FY2025, the City awarded $50,000, with $50,000 fully expended. These funds were used to support operational, marketing, and programming needs associated with the events.
The proposed sponsorship agreement in the amount of $280,000 reflects the expanded scope, scale, and combined efforts of hosting both the UFO Festival and the America 250 Roswell celebration. The agreement is intended to support event production, infrastructure, marketing, and related costs to ensure successful execution of both events.
FINANCIAL CONSIDERATION
Financial Impact (Revenue & Expense): Budgeted - $56,000 / Budget Adjustment Needed - $224,000
Expense:
Budgeted 26224081-672828 (Public Relations-Special Events) - $56,000
Budget Adjustment Needed — $224,000
$150,000 to support America 250 Roswell
$130,000 to support UFO Festival
Expense:
Budgeted 26224081-672828 (Public Relations-Special Events) - $56,000
Budget Adjustment Needed — $224,000
$150,000 to support America 250 Roswell
$130,000 to support UFO Festival
LEGAL REVIEW:
The Legal Department has reviewed the agreement for sufficiency.
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.
The Finance Committee recommended approval 4-0 to open negotiations with the City of Roswell for sponsorship at its meeting on January 8, 2026.
The City Council approved 10-0 to open negotiations with the City of Roswell for sponsorship at its meeting on January 16, 2026.
The Finance Committee recommended approval 4-0 to open negotiations with the City of Roswell for sponsorship at its meeting on January 8, 2026.
The City Council approved 10-0 to open negotiations with the City of Roswell for sponsorship at its meeting on January 16, 2026.
STAFF RECOMMENDATION:
Sponsored by Councilor Halvorson and Councilor Heldenbrand