It took about 40 minutes during a Visit Estes Park Board meeting last week to conclude that allocating only $19,000 to advertise the 2026 Frozen Dead Guy Days festival in March wasn’t enough.

But the Board was unanimous in saying that spending $100,000 to do so was excessive. Dedicating that amount for advertising, in addition to $275,000 to sponsor FDGD, was a precedent established by former CEO Kara Franker.

Instead, the Board agreed on a 5 to 1 vote to reduce advertising expenses on a graduated basis, beginning by contributing $50,000 in 2026, $30,000 in 2027, and ending with $19,000 in 2028.

In making the decision, the Board effectively rejected a FDGD proposal to alter the current agreement from three years to five years. The current agreement calls for spending $275,000 to sponsor the event in 2026, an amount that decreases to $250,000 in 2027, and $200,000 in 2028.

Reducing the advertising budget to $19,000, a top limit set by a policy the VEP Board approved in September, was recommended by staff.

“To just pull the rug by 80 grand might be detrimental to the momentum that the festival has gained here,” said Director Nick Smith. “As it gains success, then, in theory, it will need less money,” he said.

“This is an international and national brand event,” said Deb Gibson. “I don’t think any of the other events that we’re sponsoring get anywhere near the social media and the attention on Estes Park.” Deb Gibson said in support of spending a higher amount than that recommended by staff.

“It’s not one weekend. It’s producing benefits to us over several months, and those several months are the ones that we have been most critically marketing,” Gibson said.

Town Trustee and liaison to VEP Marie Cenac disagreed, saying the $275,000 in sponsorship fees could be used for marketing.

“It’s taxpayers’ money,” Cenac said. “I would have to go with the staff recommendation.”

Event organizer Von Freeman reiterated his commitment to the festival being in Estes Park.

“Our economic impact study shows that 74% (of those attending the 2024 festival) were young people discovering Estes Park, which means long-term visitors once they experience the city. We’re committed to bringing more tourists and more people to Estes Park,” Freeman said.

The 2026 festival will be held March 27 to 29. Previously the event had been hosted during the St. Patrick’s Day weekend but is being moved to the later date to eliminate competing with Denver’s March 14 parade. Approximately 500,000 people are expected to attend the Denver event, one of the largest in the country.