400th anniversary: Planners to make plea for state funding
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12/9/2008 - 12/9/08
The economy has worsened since planning for Santa Fe's 400th anniversary commemoration began in earnest last summer, yet planners are getting ready to seek $1 million from a Legislature wading in its own money concerns.The event's president and chairman, Maurice Bonal, said organizers have been getting positive feedback from lawmakers already contending with New Mexico's projected $384 million to $454 million revenue shortfall. Borrowing a broadly used term of late, he sees the money as an economic stimulus package.
"What we're hoping to bring to the table is while our economic base is starting to crumble a little bit, this commemoration could give Santa Fe and the Santa Fe area, and actually New Mexico, a little burst of energy," he said.
Bonal said Jamestown, Va., which celebrated its 400th in 2007, saw a 13-to-1 return on its investment, which included millions in state backing.
But that was during better times. While House Speaker Ben Luján, D-Nambé, said he, Gov. Bill Richardson and others want to help Santa Fe, money is tight. In forming a state budget for next month's legislative session, lawmakers want to keep 10 percent in reserves for emergencies. Right now, the backup coffers are at 11 percent or 12 percent, Luján said, or about $600 million or $700 million. "We will make every effort to help out, but we have to look at reality also," Luján said.
Bonal said the $1 million would go toward public relations and marketing expenses.
Planners of the 400th hope to raise at least $7 million overall, much of it from advertising. So far, organizers have raised just $400,000.
Libby Dover, the 400th's executive director, expects to hire a sponsorship agency that will seek out national advertisers, and she plans to hire two people who will handle local and state advertising. Because of the economy, she said, corporations are prepared to spend perhaps 20 percent to 30 percent less on advertising than a year ago.
"It's been lousy for a while," Dover said of the economy. "Of course, it changes the game plan in the sense of everybody's tightening their belts. I completely get that. But did I ever think it was going to be a free-for-all, and people were going to write a magic check? No way."
Dover said she is excited about one sponsorship agency that will be giving a presentation next month. "I really do think in terms of corporate sponsorship that this is a sellable venture," she said.
Additionally, the City Council will be considering whether to put $400,000 — money from city lodgers' taxes — toward the 400th. Councilor Matthew Ortiz said the council wants to define how the money is used before approving the allocation.
Meanwhile, some event plans are starting to take shape. Dover said she is looking at popular national performers playing concerts on the first three days of events. The first two days' events would require paid admission, and the third would be free to the public.
Bonal said it's beginning to look promising that the king and queen of Spain might appear in Santa Fe around next Labor Day weekend, around the time commemoration events begin. Dover said that weekend hasn't yet been confirmed.
Planners also hope to coax President-elect Barack Obama to town. "As soon as he gets settled in, we're going to send him an invitation to join us in 2010," Bonal said, "just as President (George W.) Bush did in Jamestown."
Contact Doug Mattson at 986-3087 or dmattson@sfnewmexican.com.
