City tourism committee OKs $100K marketing plan

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The Gonzales Tourism Advisory Committee yesterday, Aug. 26, voted unanimously to recommend the city council approve a $136,799.46 “Marketing Plan” to buy ads in three major magazines and some local publications as well as social media. The action will be recommended for approval by the City Council at its meeting Sept. 5.

Marketing consultant Loretta Shirley of Rockin’ S Marketing & Design said the plan envisions ads in Texas Monthly, Texas Highways and Southern Living magazines.

“With a total readership of more than 2.5 million, Texas Monthly delivers the state’s largest and most affluent print audience,” a packet distributed to committee members says. “Subscribers make up 90 percent of Texas Monthly audience and they are a loyal base. They spend 1.4 hours [each] reading the magazine, a number much higher than the industry average.

“They also act on information they see in the magazine – 92 percent take action as a result of reading Texas Monthly,” it says.

The magazine plans a “column” on Gonzales in the October book due in late September.

The Southern Living Points South Travel Directory is included in the Southern Living magazines that are distributed to Texas, Oklahoma, Louisiana and Missouri,” the document states. “The circulation of these publications is over 600,000.

“In Texas, Southern Living circulation is 360,000 and reaches affluent readers who fit the target audience,” it says. “There are also added value advertising opportunities available when a minimum of three ads are placed.”

In other action, the committee agreed to recommend spending “up to” $1,465 to repair or replace as many as 24 “Burma Shave” signs coming into Gonzales.

Paul Frenzel said there are signs on US 183 coming in from both north and south and US 90A from the west. Not all signs need to be repaired, he said. But the committee might want to consider a new location on 90A east of town.

In moving approval, Barbara Crozier said if all of the $1,465 is not needed, it would not have to be spent. She agreed to meet with a landowner once a location for a new set of signs is determined.

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