Believing it to be a great driver of community and economic development, Entergy Arkansas has planned what is called the Bridge Lighting Project in anticipation of their 100th year anniversary. Calling it an effort to celebrate a historical milestone along with providing the opportunity to create economic impact, Helena-West Helena Mayor Arnell Willis recognized the project in hopes that the Arkansas-Mississippi Bridge would be considered. At Tuesday's council meeting, Councilman Jay Hollowell announced that Entergy had rejected the city's request. Hollowell presented a letter of regret from Entergy CEO Hugh McDonald, which stated, “Although the plan to light the Arkansas-Mississippi River Bridge is a great vision that will have economic impact, regretfully due to the 100th Year anniversary financial commitment, I must respectfully decline your request.” The letter explained that Entergy Arkansas and local community partners have been planning the Little Rock Bridge Project for several years in anticipation of their 100th year anniversary and a one-time financial commitment already had been made. Before closing, the letter stated that on behalf of Entergy Arkansas Inc. they wished the city all the success in moving forward with lighting the Arkansas-Mississippi River Bridge.