Taking the pillow tax to the ‘Bank’-s

SPRING VALLEY — City aldermen are skeptical about a marketing idea at Barto Landing that Mayor Cliff Banks says could hook fishermen and boaters into buying more food, gas and overnight accommodations in Spring Valley.

Monday, Banks told aldermen the city should market its local motel services more aggressively. He brought up the idea of spending about $600 in city pillow tax revenue for a sign at Barto Landing which would advertise Spring Valley Motel and other local businesses.

Banks said the sign could be put next to piers at the landing, where it would be food for thought for boaters getting on and off of the Illinois River.

“We’re trying to capture our fuel and groceries, the restaurants where people eat at,” Banks said. “We have a lot of people who ask us all the time where they can eat and buy fuel.”

“We wanted to really express the motel on top,” Banks added, showing aldermen a billboard design he said he hopes could include Spring Valley Motel’s nightly rates.

“I am pushing it for the fishermen,” Banks admitted. “We need that pillow tax.”

Banks reminded aldermen that Spring Valley Motel is the city’s only motel. He noted he’d considered highway signage to advertise the motel but called that option “expensive.”

Banks’ notion of city-funded business advertising proved unpopular among a few aldermen.

“Why doesn’t the motel pay for it?” Alderman Walt Marini asked Banks Monday, calling pillow tax funding for the sign a “drop in the bucket.”

Banks responded to Marini’s comments in a raised voice: “You know, I’m just trying to help the motel out, Walt,” Banks said.

“You don’t see nothing,” Banks said to Marini. “I see you mumble and look around. Talk to me one time; how are we going to help the motel out?”

Alderman Chuck Hansen cut in on the debate, speaking out against the mayor’s marketing idea too.

“I don’t think we can start playing big brother to businesses,” Hansen said. “We don’t need to pick and choose.”

Economic development director Debb Ladgenski told aldermen she’d suggested putting plastic kiosks at Barto Landing which the city could fill with brochures or booklets highlighting local businesses.