Itasca trustees weigh marketing options

Members of Itasca's newly formed hotel tax committee debated Tuesday on whether to hire a professional marketing firm to boost village sales and hotel tax revenues.

For several months, Itasca leaders have considered hiring Mauge, Inc., an advertising agency that has handled clients like The Abbey Resort in Lake Geneva, Wis.

The company's fees would be paid from Itasca's hotel tax fund, which holds about $500,000 and must be used on efforts to generate overnight hotel stays in the village.

Most officials, including Village President Jeff Pruyn, agreed they'd like to hold off on hiring the Chicago-based firm. Pruyn, along with trustees Ellen Leahy, Jeff Aiani and Village Administrator Dave Williams, all agreed Itasca leaders should first make a wish list of what attractions they'd like an agency to market.

"I think hiring a marketing firm will be a good idea eventually," said Pruyn. "But I don't need them to meet with my businesses and my residents. They are the experts on marketing, but we should know what we're looking for them to market."

Some trustees also agreed the village should use its own resources, with most marketing efforts done by Crime Prevention officer Rick Brogan and Itasca Park District Board Secretary Dan Kompanowski. Both men help organize dozens of annual village events, such as Itasca Fest and Oktoberfest, and secure corporate sponsorships to offset costs and create publicity.

But Trustee Frank Madaras argued heavily in favor of hiring Mauge, and soon.

"People hire professional firms for a reason, they get results," he said. "We are in a position where our sales tax is down quite a bit. And when business is down the thing to do - even though your brain tells you not to do it - is advertise it."

The trustees did not vote on whether to hire Mauge, Inc. Tuesday, and they did not schedule a date to continue talks on the issue.