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Monticello’s Advertising and Promotions Commission heard proposals Monday night ranging from college athletics and rodeos to car shows, ice skating and expanded tourism marketing as the commission considers ways to bring more visitors — and more overnight stays — to the city.
The commission met from 5:30 to 7 p.m. Monday, Aug. 24, with much of the meeting devoted to presentations from organizations seeking assistance or discussing opportunities that could increase tourism and economic activity in Monticello.
Among the largest proposals presented during the meeting came from University of Arkansas at Monticello athletics, where officials are looking to construct a new concession stand, restroom facility and pavilion between the university’s baseball and softball fields.
UAM Athletic Director Hud Jackson said the project is part of the university’s continuing effort to improve its athletic facilities while creating opportunities to host tournaments and other events that could bring athletes and their families to Monticello for multiple-day stays.
The approximately 20-by-30-foot facility would include concession space, men’s and women’s restrooms and an adjoining pavilion. Jackson said improvements already made to the baseball and softball facilities, particularly the installation of lights, have opened the door for UAM to begin pursuing travel baseball and softball tournaments that previously were not feasible.
Jackson said he plans to require UAM’s baseball and softball programs to host a combined minimum of five summer tournaments in some capacity.
Those tournaments, he said, could attract teams from well beyond Southeast Arkansas and would be intentionally structured to encourage overnight stays.
The benefits would extend beyond hotels, Jackson said, as visiting players and families would also purchase meals, fuel and other goods while in Monticello.
Assistant Athletic Director Mark Jelks said travel baseball organizations from areas including Houston, Dallas, St. Louis and Northwest Arkansas have expressed interest in coming to Southeast Arkansas in the past, but the lack of lights previously limited what the university could host.
Jackson said the university also makes an effort to use Monticello businesses when completing construction projects and purchasing supplies.
The university does not receive institutional funding for the athletic facility improvements, according to Jackson, meaning money for projects such as the proposed concession and restroom facility must be raised privately.
Jackson also discussed potential advertising opportunities that could accompany a partnership with the A&P Commission, including signage and potentially patches on UAM athletic uniforms under changing NCAA rules.
Commission members did not take action on the proposal Monday.
The commission also heard from UAM Rodeo Coach Rusty Jones concerning the university’s annual rodeo, scheduled for Oct. 1-3.
The event is expected to bring approximately 350 student-athletes representing 17 or 18 colleges to Monticello for three days.
Organizers said the rodeo costs approximately $40,000 to $45,000 to host and traditionally draws approximately 400 to 500 spectators per night.
Because Monticello is centrally located within the rodeo region, Jones said the event also attracts parents, grandparents and other spectators who may find Monticello considerably closer than other stops on the collegiate rodeo circuit.
The request caught the commission’s attention because of its direct connection to advertising and promotion. Organizers estimated approximately $1,500 is spent on radio and newspaper advertising, with another $200 to $300 going toward banners, posters and similar promotional materials.
Commission members indicated that advertising and promotional expenses are particularly relevant to the A&P Commission’s mission.
Another presentation centered on Hattie’s Hot Rods, a Monticello car show created by the Bryan and Brandy Davis family in 2018 following the death of their daughter.
The event began with approximately 50 vehicles and has grown to approximately 85 to 87 entries. Proceeds are donated to organizations assisting grieving families, including While We’re Waiting and Hope Place Monticello.
This year’s Hattie’s Hot Rods is scheduled for Sept. 12 at the Monticello Sports Complex.
The Davis family is considering expanding the event into a two-day event beginning in 2027, potentially adding vendors, children’s activities, entertainment and a swap meet for vehicles and automobile parts.
The goal would be to create an event large enough to encourage visitors to arrive Friday, spend the night in Monticello and attend the car show Saturday.
Commission members discussed the possibility of entertainment being an important component of attracting visitors for a two-day event, along with sponsorship opportunities and potential tourism grants.
A proposed synthetic ice skating rink for the week before Christmas was also presented to the commission.
The rink would be installed beneath the large pavilion at the city park and would operate during the week beginning Dec. 14. The proposed rink is approximately 32 feet by 32 feet and would come with skates, railings, lighting, liability insurance and waivers.
Heather Cox said the synthetic surface provides an experience similar to traditional ice skating without requiring real ice.
The proposal could also include opportunities for area schools, local organizations and special events to use the rink.
Rather than being intended as a fundraiser, Cox said the goal would be for ticket revenue to offset the expense of bringing the rink to Monticello. If successful, the attraction could potentially be expanded in future years.
Commission members also received an update on Arkansas tourism marketing opportunities and discussed how Monticello could position itself as a base for visitors interested in outdoor recreation throughout Southeast Arkansas.
Particular attention was given to the nearing completion of the Delta Heritage Trail and Monticello’s proximity to Arkansas City.
The presentation suggested Monticello could capitalize on its hotels, restaurants, Lake Monticello and local trails to attract cyclists and other outdoor recreation visitors traveling to the Delta.
Arkansas tourism is emphasizing outdoor recreation as part of its continued promotion of Arkansas as “The Natural State,” with marketing efforts aimed in part at increasing overnight stays.
The commission was told Arkansas recorded approximately 54.3 million visitors in 2025, up 4.4 percent from the previous year, with approximately $17.4 billion in visitor spending.
Several cooperative advertising opportunities are available to Monticello, including digital billboards, social media campaigns, online advertising and the Arkansas travel guide.
Commission members expressed particular interest in expanding Monticello’s use of targeted social media advertising.
The commission also discussed continuing the Explore Monticello tourism website rather than relying exclusively on the city’s primary website.
The tourism site costs approximately $650 annually for hosting, according to information presented Monday. Members noted that a visitor-focused website allows tourists to quickly find information about lodging, restaurants, attractions and events without navigating through information primarily intended for city residents.
The discussion reflected a common theme throughout Monday’s meeting: finding ways to use events, athletics, outdoor recreation and advertising to bring people into Monticello and encourage them to stay longer.
The commission plans to meet again in a special meeting before its next regularly scheduled meeting to continue discussing the requests and proposals presented Monday.
