AM Group establishes board, Experience Fayetteville partnership

AM Group, a Fayetteville-based public relations and marketing agency, recently established an advisory board and began a three-year partnership with Experience Fayetteville, the city’s tourism marketing agency.

Through the partnership that started Jan. 1, AM Group will help to “elevate Fayetteville’s profile as a destination for travel, sports, culture, food and outdoor experiences, while ensuring that the city’s story is told by people who live, work and invest in the community every day,” according to a news release.

“AM Group was intentionally built in Fayetteville, and our work has always been shaped by this community,” said Andrea Ritchie, co-founder of AM Group. “We live here, we work alongside local businesses every day, and we understand the responsibility that comes with representing this city. This partnership is about telling Fayetteville’s story with care, credibility and a deep respect for the people who call it home.”

According to the contract, Experience Fayetteville will pay AM Group a $7,155 retainer for up to 45 hours of services per month. Work outside these hours can incur an additional fee.

A partnership focus is on working with stakeholders, including hotels, restaurants, and tourism-related businesses, to identify media opportunities that support their operations and benefit the community. Experience Fayetteville and AM Group will also collaborate on press releases with information from the Experience Fayetteville CEO’s monthly reports.

“Our hospitality partners are the heart of Fayetteville’s visitor economy,” said Ryan Hauck, CEO of Experience Fayetteville. “Partnering with a firm that is deeply rooted here strengthens our ability to support local businesses while sharing Fayetteville’s story in a way that feels authentic, transparent and aligned with our community.”

AM Group established an advisory board to support the agency’s next growth phase and sharpen how it helps clients through strategy, public relations and partnerships. The board comprises members with leadership experience in marketing and communications, human resources and technology, including Mark Blackwood, Maxine Williams, Michael Paladino and Morgan Scholz.

“We didn’t form an advisory board because something was broken; we did it because we want to be smarter about what comes next,” said Mary Mickel, co-founder and partner at AM Group. “This group of professionals that we deeply trust will provide us the perspective to grow with intention, sharpen how we show up for clients and build a firm that’s strong for the long haul.”

AM Group has five full-time staff, all in Northwest Arkansas. The plan is to hire two additional full-time employees by March.