The Benton Advertising and Promotion Commission has plans to bring an events center to Benton, through the help of the marketing firm of Mangan Holcomb Partners.
Late last year, in an effort to foster growth to the community, the commission hired the firm to develop advertising, marketing and public relations materials and activities to promote the city as a tourist and relocation destination.
One of the biggest projects for the firm is studying the possibility and feasibility of building the events center.
Alderman Brad Moore said a residents group has been working on the project since 2006, and through Mangan Holcomb, plans to develop a concept and architectural drawings by September or October.
“We are hoping this firm can have plans together in time to present to the council and people of Benton and submit a proposal,” Moore said.
At an April 12 A&P Commission meeting, Jon Holcomb, account executive for Mangan Holcomb Partners, presented an update on the feasibility study of an event center for the community. The firm reported that A&P commissions are not eligible for a grant that funds such studies, so the commission will have to pay for the study.
Holcomb was then authorized to negotiate a contract with ERA of Chicago to perform the study.
“At the moment, I don’t have an answer to the financial situation with ERA of Chicago or how much it will cost,” Holcomb said. “They are looking at the situation and we have to hear back from them before anything can be determined. We haven’t talked about any kind of expense at the moment.
“They will come down and study the area and have an analysis of what is needed. We don’t build event centers, so we want to make sure that we have a company that can fulfill those needs. They understand what they need to do to build an event center.”
According to an April 23 report to the Benton City Council, the commissioners expressed a desire to have the results [of the research] in time to present a proposal with an architect’s drawing to the public sometime in the third quarter of 2007.
“[ERA of Chicago] is a research firm that evaluates needed space in a community and assess how much a community can support that space. This would help us avoid spending money on something too big or too small,” Moore said.
“We want a center in Benton not to compete ... with Little Rock or Hot Springs,” Holcomb said. “ ... We want it to be something different. We want to offer something here that cannot be offered elsewhere.”
The plan to build the center in Benton could bring a lot of potential to the community, Moore said, but the question is, can Benton pay for a center.
“I don’t know if the revenues we have would totally support the cost it would take to build it,” Moore said. “So we may have to seek an alternative means to fund it.”
After ERA of Chicago evaluates the area, he said, officials there will make architectural renderings and more light can be shed on how much it would cost to build a proposed events center.
Holcomb said: “I think the most important thing is that it isn’t just a building, but that it serves the needs of the community.”
According to its Web site (www.manganholcomb.com), Mangan Holcomb Partners is a full-service marketing, advertising and public relations agency providing clients with integrated marketing communications strategies using “power ideas.” Representing clients throughout the South, the agency specializes in the agriculture, health care, financial, telecommunications, tourism and transportation industries.
Moore stated that the commission chose to go with Mangan Holcomb because “they were the only firm experienced with the A&P commission in the state ... and they seem to be very professional and highly qualified.”
“Benton is in a unique position to become a true travel and relocation destination for Arkansans,” said Steve Holcomb, Mangan Holcomb’s president and chief executive officer. “With its growing retail shopping and dining opportunities, enthusiasm for youth sports and charming downtown area, Benton is poised to become one of the state’s flagship communities. We look forward to helping Benton market all of [its] positive attributes.”
Mangan Holcomb also uses an independent research division, MarketSearch, which recently conducted both a qualitative survey and a quantitative survey to study the awareness, attitudes and usage of Benton and its facilities and amenities. The surveys were conducted from March 14 through March 30. Benton residents and non-residents were questioned in the samples.
Mayor Rick Holland said: “I know the A&P Commission has put a lot into this study and they expect to be able to funnel the A&P funds in the most productive way.
“I’m anxious to read that study and see exactly what it says.”
Stacey M. Jones, public relations director for MarketSearch, stated in an e-mail response that some key findings to their surveys showed that two of five Benton residents rate their city as an excellent place to live and more than half feel their city will improve in the next five years.
If funds for improvement become available, one of five Benton residents ... believe that road conditions should be improved.
For those living in Benton, the top three attributes that describe the city are that it is a great location, halfway between Little Rock and Hot Springs; that it has subdivisions with houses that would be nice places to call home; and that it is a great place to live and raise a family.
For those [people] living outside Benton, the community is not thought of as having developed tourist attractions. The main things that motivate visits to Benton are to shop at chain stores or stores that only Benton has and for activities or to dine out.
In the results of the qualitative research, this conclusion was stated: “Benton is a community enriched by its location in central Arkansas, but not defined by it. Benton has an authentic small-town culture and history that supports the values and quality of life of its residents, giving them a safe place to live, work and raise their children, or in which to live while they work in other communities. Residents see their friends and neighbors in Benton as compassionately and actively supportive, and the networks they build within the community are sincere and deeply rooted.
“Within this network are the benefits of quality education, medical care and high value of their housing dollars — all positive features of life in Benton,” Jones said. “As Benton grows, its welcoming people extend not only their friendship, but the culture of the community, to newcomers. All these features create a comfortable life with deeply meaningful experiences for Benton residents.”
According to information from the firm, Benton has used its services since December 2006 and, according to Moore, the firm already has made a positive impact on the community.
*******”We’ve placed ads in statewide magazines, such as Today’s Man and others, and they have also done two market surveys to set as benchmarks to work forward from for the city,” Moore said. “I think they’ve steered us in the right direction and helped us avoid some of the pitfalls of spending money in the wrong place.”
According to Moore, Mangan Holcomb has recently conducted marketing campaigns for Sparks in the Park, Benton Old-Fashioned Day and the Royal Players. Future marketing plans include events for the Royal Theatre, including a lighting ceremony, a dedication ceremony and a film festival. Plans for the film festival include the red-carpet service, searchlights, and possibly a “Hollywood star” who previously starred in a film produced in Benton.
“The marketing firm has caught our passion for the city of Benton and I appreciate that,” Moore said. “They have a big vision, they have worked with other A&P commissions in the state of Arkansas and another city in Colorado, so the sky is the limit, as far as we want to take it.
“They’re helping us focus on where we can best spend our money and get the biggest bank for the buck.”
|
Razorbacks
