Consider the recommendation for Lodgers' Tax Funding Request for Pinata Fest Marketing, Sanitation and Security and open negotiations with the City of Roswell for sponsorship. (Conyers)

Initiated by: Tommi Jo Conyers

From their application:
PiñataFest-Roswell will be held September 11–12, 2026, at the Chaves County Cultural Plaza in Roswell, New Mexico. The larger venue provides improved traffic flow, expanded vendor capacity, enhanced entertainment space, dedicated children's activities, and improved visitor amenities while accommodating future growth. The new date eliminates scheduling conflicts with the Roswell Air Races, allowing PiñataFest-Roswell to establish its own identity and generate a clearer measure of its direct tourism and economic impact.

Event production and operations will be managed by Encanto Events, with professional entertainment provided by Paizon Entertainment. Barbara Gomez, RHCC's Strategic Partnerships & Visitor Economy Advisor and former Executive Director of Roswell MainStreet, will provide strategic guidance on visitor economy strategy, visitor engagement, and hospitality participation to help maximize the festival's economic impact throughout Roswell and Chaves County. The festival will feature live cultural entertainment, food vendors, artisan and commercial vendors, children's activities, community exhibits, and family programming throughout the weekend.

4 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
FY2026- Awarded $5,000- Expended $5,000

Sponsorship:
FY2026- Awarded $5,000- Expended $5,000

The Occupancy Tax Board has recommended funding in the amount of $17,200 for marketing, sanitation and security and $20,000 to be considered for sponsorship. Total recommendation of $37,200.
26224081-672805- $17,200
26224081-672828- $20,000

The City Attorney's Office will review and approve the sponsorship agreements before signatures are collected.

The Occupancy Tax Board voted 3-0 to recommend funding the Pinata Fest at their July 21, 2026, meeting.

Staff recommends approval of $10,000 in funding for this event, allocated as follows:

• $5,000 for Marketing
• $5,000 for Sponsorship

This recommendation is based on the event's ability to promote tourism and generate overnight stays while providing a community benefit. The recommended funding level supports the applicant's marketing efforts and overall event success and history while ensuring responsible stewardship of Lodgers' Tax funds and maintaining funding availability for other eligible events.