After two hours of intense debate over the importance of a proposed wayfinding sign program and the prudence of spending money on it in light of the economy, Springfield City Council voted Feb. 23 to go ahead with the project as it had voted to do two weeks earlier.
Council approved a resolution at its Feb. 9 meeting authorizing spending for the sign program, which would add signs around the city to point visitors to popular tourist spots such as Bass Pro Shops, Battlefield Mall, Hammons Field and the downtown district. But Councilman Denny Whayne asked his fellow council members on Feb. 17 to reconsider the proposal, saying that while the idea was good, the timing was not.
The project, which includes fabrication and installation of more than 120 signs at an estimated cost of $600,000, is funded by the 1/4-cent capital improvements sales tax approved by voters in 2007.
Multiple members of the business community spoke in favor of the project.
Tracy Kimberlin, executive director of the Springfield Convention and Visitors Bureau, said that even though money is tight, now is not the time to cut back on marketing efforts; he noted that more than two-thirds of the CVB's $3 million budget this year is devoted to marketing-related expenses.
"Everything I keep hearing is about cutting expenses, and certainly you have to do that," he told council. "But we also have to focus on the revenue side of the profit and loss statement, not just the expenses. This whole program is designed to address revenue."
Among those who spoke in opposition was council candidate Tom Martz, who said the idea of city government directing visitors to specific businesses was unfair.
"I understand completely if you want to direct people to certain districts," Martz said. "But when you get to the point of advertising specific businesses, I don't think that's the point of government."
Before wayfinding program proponents eked out a 5-4 victory, Councilwoman Cindy Rushefsky passionately reiterated her approval of the sign program, noting her support is about more than just increasing sales tax revenues.
"We have 45,000 people in Springfield whose jobs are directly related to retail trade or the leisure and hospitality business. If we lose visitors, we lose jobs," she said. "And right now, we're in hot competition with other cities to get people here. We're going to have to work harder at it. That's where marketing comes in. It's not about advertising Bass Pro; it's about advertising us as a city."
Councilman Doug Burlison, on the other hand, clearly stated his opposition to the program, saying it wasn't the biggest priority at the moment. He also wondered if the program was in the city's job description.
"The top role of municipal government is not to market the city, and the top priority is not to generate revenue, although we need both of those things to do what we're supposed to focus on - infrastructure and public safety," Burlison said.
At the end of the night, Councilman Dan Chiles called the discussion "the best debate we've had in two years."
This installment of Springfield Business Journal’s Architects & Engineers Project Report showcases 26 endeavors by area design and engineering professionals.
