In 1999, the Nevada Legislature adopted the Washoe County Taxes on Transient Lodging Act of 1999 (1999 Act). The 1999 Act, as amended, is codified in Chapter 432, Statutes of Nevada 1999. 

The City of Sparks receives an annual allocation of room tax revenues from the Reno Sparks Convention and Visitors Authority, which can only be used for the marketing and promotion of tourism in the City of Sparks and capital improvements within the vicinity of Victorian Square. Each year, the Tourism and Marketing Committee (Committee) solicits funding applications from producers of the special events that take place in Sparks and recommends funding allocations to help event organizers pay some of the costs of the events. Historically, the Committee has recommended that the funds be made available to event producers 45 days in advance of the event.  

Because City Council is ultimately responsible for the authorization and expenditures of room tax revenues deposited within the City Center Room Tax Fund account, the Committee performs an advisory role and recommends to the City Council how these revenues should be spent.

The Committee met on February 3, 2021, to review a request from the Arts and Culture Advisory Committee for $25,000.00. This funding would allow the City to employ an advertising and marketing agency to assist in the development of branded materials (website, app, maps, posters, etc.) for the Sparks Art Walk. The Sparks Art Walk is a curated collection of regularly rotating art, including sculptures and a mural, installed in downtown Sparks. The Sparks Art Walk is designed to enhance the local environment and increase the number of downtown visitors outside of special events. New artwork will be rotated into the collection every two years.

The Sparks Art Walk will utilize state-of-the-art technology within the website to enhance the user’s experience with the artwork outside of organized tours and education programs. The website will be built to house information for the kickoff, tentatively set for July 2021. Enhancements will make it even easier for visitors to find the tour and be guided by “digital docents,” incorporating audio tracks, photographs, and push notifications via the mobile application. Other helpful items include notifications of new displays, access to parking, road construction, and other information to help visitors enjoy their experience whether they are on an official tour or enjoying the Sparks Art Walk on their own.

The members of the Committee unanimously recommended funding of $25,000.00 for the Sparks Art Walk marketing materials.

1. City Council may approve the request for funding of $25,000.00 for marketing materials for the Sparks Art Walk program.

2. City Council may reject the request for funding of $25,000.00 for marketing materials for the Sparks Art Walk program and provide further direction to the City Manager.

3. City Council may choose to fund this program at a higher or lower level than recommended by the Committee.

I move to approve the funding allocation of $25,000.00 for FY21 as recommended by the Tourism and Marketing Committee for the Sparks Art Walk marketing materials.