As the Guam Visitors Bureau reevaluates their tourism-related projects facing wear and tear, village mayors are calling for more support in their communities saying they play a vital role in the tourism recovery effort. And one project under scrutiny is the “I Love” village signs.

The “I Love” village signs are starting to rust and GVB is considering cutting their losses less than two years since they signed off on the $400,000 contract. It’s just one of many tourism related projects GVB is reassessing, as they look to scale down some while promoting others, according to board director and Sinajana mayor Robert Hofmann.

"All the previous projects are also being looked at and all the previous sites for wear and tear, disaster damages to it, and even regular environmental issues like the spalling in Malesso’ Pier," he explained.

Also vice president of the Mayors Council of Guam, Hofmann gave an update during a recent meeting of the group. "Everybody wants tourists but, some sites we can really promote, some sites are very dangerous," he noted. "Like the lookout in Talo’fo’fo when you’re just making that turn. It falls straight down and there’s some railing there and some areas there. I would boulder that place up immediately."

MCOG president and Piti mayor Jesse Alig scrutinized the lack of maintenance of the village signs, saying, "That’s the government - we’re very good about building things, but not maintaining it. So when you talk about the 'I love Guam' signs, well they were put up but who’s maintaining it?

As reported, GVB said the signs are an instant marketing tool meant to encourage visitors to explore beyond Tumon Bay and to instill village pride. But Alig questions the value they bring to the villages. he stated, "I’m not saying it wasn’t a good thing. I’m asking how does it generate income for that village and how does it generate value? How does it become something worth visiting Piti or Inalahan?"

He instead points to the success of GVB’s “One Village, One Attraction” project that highlighted the unique offerings of each village. "More visitors want cultural activities. So again, focusing on the villages and what we have to offer, brings out those cultural activities and events," he said. But the American Rescue Plan Act-funded initiative ended after the funds dried up.

In the meantime, Inalahan mayor Anthony Chargualaf asked Hofmann to advocate for the villages before the GVB board, saying, "We play a very vital role in the recovery of tourism. If we’re not being given any type of funds to help support that endeavor, then of course, it becomes a failed project."

KUAM reached out to GVB for comment on the “I Love” village signs’ contract status and plans for maintenance.