Frequently Asked Questions
Eligibility
Q: What kinds of events are eligible for this program? Is there a minimum or target event size?
A: Events must be tourism events meeting the eligibility requirements set forth in the program guidelines, namely: drive out-of-state tourism, drive in-state tourism resulting in overnight stays, and align with the New Mexico True brand. There are no size requirements for the program; however, sponsorship award amounts are determined in part on event attendance data.
Q: Are free (non-ticketed) events eligible for this program?
A: Yes, non-ticketed tourism events are eligible as long as they meet the eligibility requirements set forth in the program guidelines (drive out-of-state tourism, drive in-state tourism resulting in overnight stays, and align with the New Mexico True brand).
Q: Are new events eligible for this program?
A: Generally, only events with a proven history of success are eligible to apply for this program; however, certain young events may be considered on a case-by-case basis.
Q: Are nationally-managed events eligible for this program if they take place in New Mexico?
A: No, only New Mexico-managed events taking place in New Mexico are eligible for program participation.
Q: Are state-funded events eligible for this program?
A: Yes, as long as they meet program eligibility requirements as set forth in the program guidelines.
Q: Are state university events eligible for this program?
A: Yes, as long as they meet program eligibility requirements as set forth in the program guidelines.
Q: Are Tribal entities eligible to apply?
A: Yes, Tribal entities are eligible and encouraged to apply for this program.
Q: Are guided tours or tourism product development eligible for this program?
A: No; this program is limited to tourism events only. For tourism product development, reference the Rural Pathway Program provided by NMTD.
Q: My event takes place as a series; does each event in the series need its own application?
A: No, you may submit the entire event series in one application, explaining that it functions as a series, as long as there is uniformity to the series in terms of marketing and programming.
Q: What does alignment with the New Mexico True brand mean?
A: The New Mexico True brand seeks to promote tourism products and experiences centered around adventure, culture, and a thirst for authenticity. Events reflecting the New Mexico True brand represent the people, landscapes, and cultures of New Mexico as honestly and faithfully as possible, bringing tourists (from near or far) a new perspective through firsthand experience. The New Mexico True brand also seeks to dismiss misconceptions and misunderstandings of the state, encourage staycations, and promote “adventures that feed the soul.”
Q: Are CARES Act funds considered supplemental funding by the New Mexico Legislature?
A: No, CARES Act funds are not considered supplemental funding, and events which received CARES Act funds are eligible to apply for this program.
Application Timeline
Q: What is the timeframe for applying to the program?
A: The program application cycle is open March 21, 2023 - April 21, 2023.
Q: When will I be notified of a decision?
A: Decision notification dates for this application cycle will begin early June, 2023.
Application
Q: Where can I find application materials?
A: The application can be found online here beginning March 21, 2023. A preview of the application content, along with an accompanying definitions document, is available now on the Program Resources page of this program website.
Q: I am a returning user to the application platform, and I don't see the application for this program. Where do I find it?
A: When you log in between March 21, 2023-April 21, 2023, you will see your personal applications page. Click the Programs button in the black menu bar at the top of the page. On the following page, click the blue View programs button to be taken to the Programs page, where you will find the Tourism Event Growth & Sustainability Program application.
Q: My entity status is not shown on the eligibility quiz when creating an account on SurveyMonkey Apply. What do I do?
A: If your entity status is not County, Incorporated Municipality, Tribal Government, or IRS non-profit, you may select County as a placeholder to access the application.
Q: I manage multiple events; do I have to choose only one, or can I submit an application for all of them?
A: Entitles may submit applications for as many events as they would like; however, a separate application must be completed for each event.
Q: What does DMO mean?
A: DMO stands for Destination Marketing Organization, and in general refers to the entity which represents the tourism industry and its stakeholders in the event's community. In different communities, this can take different forms, including a CVB (Convention and Visitors Bureau), Chamber of Commerce, Tourism Office, etc.
Q: Are letters of support required for all parts of the program?
A: Yes, letters of support must be provided by all key event stakeholders.
Program
Q: What is the timeframe for program participation?
A: Participation may span one or two fiscal years, depending on event dates and the track of the program. Accelerator support typically spans two fiscal years, with most of the work occurring in the first year. The first 50% of Sponsorship funds are invoiced when the agreement is signed, and the remaining 50% is invoiced post-event, when all deliverables have been fulfilled. CoOp advertising selections occur prior to the agreement signature; placement in market happens about six weeks prior to the event.
Q: My event is in the summer (May-August); can I still apply for this year's program?
A: Yes; all funds will be awarded for use in the fiscal year in which the application is submitted (July 1 through June 30), but for events taking place in the summer, program participation will benefit the following year's edition of the event.
Q: Can an event participate in multiple parts of the program in the same fiscal year?
A: Applicants may express interest in one or multiple parts of the program in their application; however, events selected for participation may only participate in one part of the program per fiscal year. If multiple parts of the program have been selected in the application, NMTD will determine the best placement for the event if awarded for program participation. Note: If applicants are deemed ineligible for Sponsorship and CoOp, but have not selected Accelerator in the application, they will be unable to participate in this year's edition of TEGS.
Q: Can an event participate in the program in multiple years?
A: Yes, events may participate in the program in multiple years. The program is meant to foster growth and sustainability in tourism-driving events, and events may rise through the program as they become ready for each part.
Funding
Q: Does this program require a match or co-funding?
A: The Accelerator and Sponsorship tracks of the program do not require a match; however, the CoOp track may require 2:1* co-funding for the marketing award (Partner matches $1 for every $2 granted by NMTD).
*Confirmation of NMTD matching level pending outcomes of 2023 Legislative Session.
Q: What is an eligible fiscal agent?
A: Eligible fiscal agents include municipalities, counties, and tribal governments within the State of New Mexico that promote New Mexico as a visitor destination. For-profit and nonprofit applicants are eligible to apply to the program, but must partner with a government entity to receive program funds.
Q: Do for-profit applicants need a fiscal agent?
A: Yes; for-profit applicants must partner with a government entity to serve as a fiscal agent.
Q: Do nonprofit applicants need a fiscal agent?
A: No; nonprofit applicants may act as their own fiscal agent.
Q: Do municipalities, counties, tribal governments, or other state entities need a fiscal agent?
A: These entities may serve as their own fiscal agent.
Q: How is my award amount determined?
A: Award amounts are determined based on various factors, including but not limited to: event attendance, economic impact, and online presence.
Q: Can funding be used to promote the community in which the event is held?
A: No; while there may be some overlap, funds should be used within the scope of the event.
Q: Are there geographical limitations to where CoOp funds may be used?
A: Yes; CoOp funds will ideally be used for advertising outside of New Mexico, but because the state is large, funds may potentially be used for advertising within New Mexico as well. As a general rule of thumb, advertising cannot be located within 60 miles of the event location, and preferably exceeds that range.
Q: Is the CoOp co-funded award cash-only, or are in-kind contributions accepted?
A: The co-funded award is strictly cash-only. Partners select from an abbreviated Media Menu Plan, and co-fund and co-buy the selected media with NMTD.
Sponsorship
Q: Do sponsored events need to incorporate New Mexico True branding?
A: Yes, all events sponsored through this program must be co-branded with New Mexico True; a co-branding strategy will be determined on an event-by-event basis.
Q: If sponsorship money is used for advertising, do ads need to incorporate New Mexico True branding?
A: Yes, advertising must be co-branded with New Mexico True, and all advertising materials will be held to the New Mexico True creative standards. See the New Mexico True Brand Style Guide for guidelines.
Q: How does the national sponsorship sales program work?
A: Partners may choose to participate in the national sponsorship sales program if eligible; sales will occur directly between the event and the sales organization in a profit-share model.