Douglas County's redevelopment agency approved a $10,000 contribution and the Minden Town Board approved a $2,500 contribution for "Magiko," a two-week summer festival June 22-July 6 which coordinates events throughout Carson Valley under a single banner.
Carson Valley Chamber of Commerce & Visitors Authority Executive Director Skip Sayre told the board April 4 the event would solve "the great Carson Valley tourism dilemma."
"Despite our best efforts over the past couple of years, the collection of TOT (room) tax is declining," Sayre told county commissioners last week. "We've got to think out of the box, because what we've been doing hasn't been working."
Reno marketing firm Curtis and Outland, who conceived and co-founded Reno's Artown, is spearheading the marketing effort.
Sayre said the festival is designed to attract visitors of all ages to Carson Valley and bring them back.
The event will kick off with the Wings of Change air show at Minden-Tahoe Airport and continue with the Carson Valley Grand Slam Golf Tournament, 10k fun run and bicycle tour. An arts festival with wine and food tastings and other events, including a free outdoor concert and the Pops in the Park Fourth of July celebration, are included.
Participants will be able to shop, tour cultural, art and historic venues, and enjoy entertainment.
He said the one-of-a-kind festival - using the Basque work for "magical" - would be modeled after Reno's Artown and expose visitors and residents to the scenery of the area and a variety of indoor and outdoor events.
Downtown Minden will be the site of an art festival June 30-July 1.
Originally, Sayre asked the board for $5,000, but the town offered $2,500 with in-kind donations of set-up, take-down and trash pickup.
"I like the idea of umbrella identity," town board member Bob Hadfield said. "I hope Douglas County will be a major sponsor. They will benefit the most from increased room occupancy. I think it's important we all get behind the challenges and support this."
Sayre said the town of Gardnerville planned to donate Heritage Park and labor for a concert.
He added that the financial commitment was not as important as official support for the event.
"This is not a donation, it's an investment," Sayre told the town board. "We have a three-year commitment to make it work with lots of volunteer help."
Sayre said the chamber planned to spend $100,000 to advertise the event and hoped to reach one million visitors through the chamber Web site.
ON THE WEB
Carson Valley Chamber of Commerce and Visitors Authority
www.carsonvalleynv.org
