DDA director Sophia Mays defends $130,000 communications plan as finance committee backs budget increase

The finance committee on April 21 recommended that the governing body approve an increase to the Cheyenne Downtown Development Authority’s fiscal-year 2026 budget, a proposal that includes a $130,000 communications contract and multiple program expansions.

Sophia Mays, executive director of the DDA, told the committee the adoption-time budget had been $720,450 and that staff now needs additional funds because of expanded DDA activities and increased grant administration. She said a corrected Laramie County grant amount of $10,000 (previously listed as $5,000) and a $92,824 revenue draw from reserves are among the changes staff seeks. Mays described the communications work as a comprehensive branding, website and video package the DDA expects to use to promote downtown and attract reinvestment.

"The option that we chose included brand standards, updates, a campaign strategy outline, complete website development, and video content," Mays said, adding that the board had selected a local vendor, West Edge, and that the contract was nearly complete.

Committee members asked for details. Councilman Moody pressed why the communications line rose from $10,000 to $130,000; Mays said proposals came back higher than expected and that the selected option included multiple deliverables, including a one-minute promotional reel and shorter social clips. She acknowledged a prior budgeting oversight but called the expenditure "money well spent." Councilman Wolf confirmed West Edge is a downtown firm and noted its local ties.

Public commenter Charles Miller sharply criticized the retroactive spending on the communications plan, saying it represented "systemic fiscal risk" and objecting to the DDA having zero dollars budgeted for graffiti removal while spending on marketing. "You're being asked to retroactively rubber stamp a $130,000 budget expansion for a DDA PR campaign that was spent without your prior approval," Miller said during public comment.

Councilman Moody said he valued DDA programs but prioritized sidewalks and basic infrastructure; he announced he would vote against forwarding the item. After a motion to adopt, the committee signaled approval and will recommend the amended DDA budget to the governing body; Moody registered a no vote in committee.

Key budget adjustments the DDA presented include a $37,250 increase to a downtown planter program (to add eight water‑efficient planters and year‑round maintenance), a $5,624 increase for banner replacements, a $22,275 rise in sponsorships, $11,175 for façade improvement grants and $17,500 for capital improvement grants. Mays also said the DDA had historically handled amendments via quarterly board action and is correcting the process to secure governing‑body approval going forward.

The committee’s recommendation is not a final city council approval; if the governing body adopts the amendment, staff said the communications contract and program changes would proceed. The DDA director said she would answer follow‑up questions and provided contact information for additional details.