The Holbrook Chamber of Commerce is planning to entice more businesses in the coming year with opportunities for marketing and growth. Executive Director Michael Nilsson explained that now is the ideal time to join with the chamber as they promote new membership options and still maintain a low membership price. “We’ve always had one of the lowest membership costs in the state and now with so many membership tiers, it’s still very reasonable,” he said.
The tiers for membership range from $50 per year for charities, churches and civic organizations to $100 up to $2,000 per year for businesses, with the highest tier having an actual retail value of more than $7,000.
Nilsson plans to focus on helping local businesses develop marketing plans that will bring not only locals in the door, but also visitors who come to the city looking for a restaurant or shop that will satisfy their search for a sense of Historic Route 66 or Old West.
“We’re going to have four large business trainings over the course of the year that will focus on developing a business plan, and understanding tourism in our area and how that can help their business grow,” explained Nilsson.
In addition, the chamber will be hosting monthly mixers for businesses, with the first one slated from 11 a.m. to 2 p.m. on Friday, Jan. 30, at the new Navajo County Public Works facility located across from the county governmental complex off of Highway 77. The event is for chamber members and those who want to consider joining the chamber and reviewing the benefit package.
As far as community events, the chamber will continue to head up the annual Wild West Days celebration and few changes are expected from last year’s event.
Other events such as the Parade of Lights Festival that takes place during the day at the historic courthouse prior to the Parade of Lights, the Fall Flavor and similar events may be discontinued.
“The Parade of Lights Festival is an event that requires a lot of work with really no benefits. The vendors make very little money and the chamber makes none. The only time we have people there is when Santa Claus arrives and we can have him at another event,” stated Nilsson.
If that event is discontinued, the chamber will be able to focus its energies on the Festival of Trees held during that same week. The musical events and visit from Santa Claus could be integrated into that event, and local businesses could add trees to promote their businesses and add to the festivities.
Nilsson knows that it’s difficult to separate tourism from business in a city that relies heavily on tourism, but believes that educating business owners on how tourism can work for them on a daily basis will have more of a long-term impact. “I think it would be more valuable to the chamber and the community if we focus on marketing businesses and just a few events rather than putting all our energy into so many events year round,” he noted.
He is also expanding the opportunities for local advertising through an agreement with the Holbrook School District. According to Nilsson, the district does not permit banner advertising during its sporting events, but has agreed to allow the chamber to provide the programs for the events that will feature game and player information, as well as local business advertising. “This is a big deal for our businesses. We can help the schools out and also reach a local audience, as well as those visiting from other areas,” he explained.
With a firm foundation in marketing and development, Nilsson believes that the businesses in Holbrook can develop and work together to grow and add value to the city, benefitting both the residents and those who visit the area.
