Title
Consider approving Resolution No. 2025-215 authorizing the City Manager to negotiate and execute an Economic Development Agreement with The Firehouse Theatre; and take appropriate action.
Body
REQUESTOR:
Deputy Mayor Pro Tem Roger Neal
BACKGROUND:
The Firehouse Theatre, located at 2535 Valley View Lane in Farmers Branch, Texas, serves as a cornerstone of the City’s performing arts and cultural programming. Established in 2011 as a 501(c)(3) nonprofit organization, the Theatre has been operated by community members and volunteers dedicated to advancing the performing arts within the community.
In 2012, the Theatre moved into the former Fire Station No. 1 facility, and the City of Farmers Branch entered into a multi-year agreement governing its management and use of the City-owned property.
In 2024, the City Council approved an updated Facility Use Agreement with The Firehouse Theatre to define further roles, responsibilities, and expectations between the Theatre and the City.
As part of the FY 2025-26 budget process, a sponsorship agreement for The Firehouse Theatre was included in the proposed and subsequently adopted budget on September 16, 2025. The new fiscal year became effective on October 1, 2025, and the agreement was incorporated into the City’s administrative workflow.
The deliverables for the FY2025-26 are as follows:
a) Measure and report patron traffic through ticket sales each quarter based on the goals outlined in the attached request.
b) Measure and report audience attendance by zip code to meet the quarterly goals outlined in the request.
c) Sponsorship marketing recognition for one show each in October through December 2025 and January through March 2026, including:
• 2/3-page ad in top position on program insert recognizing City as show sponsor
• Economic development and tourism video shown on lobby TV at each performance
d) Provide the following support to Discover Farmers Branch Tourism to engage hotels and visitors:
• Order confirmation emails are sent after each ticket purchase. Add a link to the Discover Farmers Branch webpage with a statement encouraging consideration of local hotels or restaurants
• Periodically include Discover Farmers Branch ads at the bottom of emails that are sent to the theatre's patrons
• Include Discover Farmers Branch as part of the theatre's "Plan Your Visit" landing page
• Provide 30 tickets ($1,200 value) to Discover Farmers Branch for hotels to host VIP clients
DISCUSSION:
Proposed Resolution No. 2025-215 authorizes the City Manager to negotiate and execute an Economic Development Agreement with The Firehouse Theatre. The purpose of the agreement is to strengthen the Theatre’s capacity to sustain and expand its programming, special events, and business collaborations, thereby contributing to the economic and cultural vitality of Farmers Branch. In the negotiated agreement, the City will:
• Provide an economic development grant in accordance with Chapter 380 of the Texas Local Government Code; and
• Support a vibrant performing arts ecosystem that engages residents, attracts visitors, and enhances the City’s overall economic competitiveness.
The City’s authority to enter into such agreements is established under Article III, Section 52-a of the Texas Constitution and Chapter 380 of the Texas Local Government Code, which authorize municipalities to offer economic development incentives to promote local economic growth and stimulate business and commercial activity.
FISCAL IMPACT:
$50,000 per year for over a term of five years for a total of $250,000 from the Hotel/Motel Fund.
This agreement will protect taxpayer dollars by ensuring deliverables are received first. Payments will be made at the end of the quarter upon successful completion of all contract deliverables.
DISTRICT:
District 1
POSSIBLE COUNCIL ACTION:
1. I move to approve Resolution No. 2025-215 as presented.
2. I move to approve Resolution No. 2025-215 with modifications.
3. I move to table the issue for further study or take no action.
ATTACHMENT(S):
1. Resolution No. 2025-215