By Mary Alice Murphy

Sunny505 will promote Silver City as a tourism destination.

Assistant Town Manager James Marshall said the firm was chosen as a contractor to provide services to Silver City as part of the New Mexico True brand of the New Mexico Department of Tourism.

The two principals of Sunny505 who presented were Joanie Griffin and Vera Hayduk.

"We have 60-second, 30-second and 15-second videos of Silver City to promote the area," Griffin said. "The 60-second one is already on the New Mexico Tourism site. The others are for social media and digital sites. Our job is to bring tourists from outside the area."

She said the she had run Griffin & Associates as a marketing group for 29 years. David and Vera Hayduk had owned HK Advertising for 37 years. "We were both in New Mexico and had been competing for almost 30 years. I said to Vera one day, when I had decided that we would be stronger together, that we should join. We agreed and decided to call ourselves Sunny505 for the northern New Mexico area code. We specialize in small markets. We have to be strategic in our advertising."

Griffin said the town has an ad in Livability, a new economic development magazine.

"It's in conjunction with the New Mexico Economic Development Department," Hayduk said. "We stay close on travel trends, with local, state, regional and national trends."

She highlighted the market experiences that are important to travelers. They include nature, a place like nowhere else, sustainable, a town with a slightly crazy story and thrills. "Silver City has them all. People are also looking to unplug and Silver City fits that, too."

Griffin said 82 percent of people book on a website or mobile device, with 42 percent choosing the mobile option. About 80 percent of people book at the last minute on their mobile devices, with 64 percent by women. About 59 percent book one to three months out. She said the solo female and LGBTQ folks are up and coming markets. Boomers are no longer the top travelers. Millennials have surpassed them. Gen Z is the 35-49 age group and Gen X is high school and college.

"For New Mexico True, a lot of adventure is steeped in the culture," Griffin said. "We don't say it; we show it. All imagery is sight, but not doing sight-seeing. Every image has to include people, including landscapes. We have to showcase the amazing culture along with the adventure. We have New Mexico True ads in the airports in Phoenix, Dallas, Denver and Chicago."

Hayduk said: "We are giving people the opportunity to know Silver City as part of New Mexico True. Tourism continues to increase. The state sees a $7 return for every $1 we put into advertising. 65 percent are trips from out of state."

The new Department of Tourism Secretary is Jen Shroer.

The 2019 objectives of the department are to increase lodger's tax revenue by 3 percent or more, to create craft and place news stories quarterly; to showcase New Mexico True; approve a creative tour; and finetune primary and secondary demographics. The tourism site receives 19.467 million impressions monthly.

"We want to keep Silver City in the limelight," Griffin said. "We will continue with public relations; print stories and ads; digital social ads; Pandora; updated visitors' guides; develop photo and video assets; leverage New Mexico True; and create branding with a tourism grant. I want to target people who want to visit Silver City."

The website shows people doing things on site.

"Any ad has to be approved by New Mexico True," Hayduk said.

Scott Terry, chamber president and director, asked: "Can you share your videos?"

Griffins said yes and added: "You can't beat the lifestyle in Silver City."

Anita Williams, attendee, pointed out the three-day rock show that the Gem and Mineral Society puts on every year over Labor Day weekend.

Griffin said the firm plans to do testing. "We are experts in PR and advertising. You are the Silver City experts."

Cynthia Bettison, Western New Mexico University Museum director, said they are seeing more Western Europe visitors, "a lot of Germans."

Terry asked if there would be an opportunity for local businesses to partner with Sunny505. Griffin said yes.

Bettison, in an announcement, said the museum is currently closed, but will reopen weekdays from 9 a.m. to 4:30 p.m. on Jan. 28. "On July 13, we will celebrate the 45th anniversary of the museum with a grant re-opening as part of the Clay Festival.

Cecilia Bell of the Fort Bayard Historic Preservation Society said the group would be opening a film series on Thursdays at 7 p.m. at the Santa Clara Armory with the theme of "Wild Women of the West."

Karen Beckenbach of Grant County Community Concerts said the next concert, to be held on Jan. 24, would feature Vocal Trash, promoting peace, love, recycling and no to bullying with their vocals and instruments made of recycled materials. "We have also arranged to present the 1st Armored Band on a Sunday afternoon in April. More information will be coming out."

Sandy Feutz and Tom Vaughan of FeVa Fotos will hold a show at the Mimbres Region Arts Council Gallery with the theme "Critters we have known." The opening will be Feb. 1 from 2-4 p.m.

Derek Ratcliff, Chamber board chairman, said the next monthly luncheon would take place, Feb. 7.