Title
Consider approving a Resolution No. 2026-068 authorizing the City Manager to execute an Agreement for Contractor Services with Anne Stokes (Stokes Sports and Tourism Consulting Corporation) in the amount of $10,600 per month, with annual adjustments, to provide hotel sales and tourism program support services; and take appropriate action.
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BACKGROUND:
The City of Farmers Branch continues to invest in a coordinated tourism program designed to generate measurable economic impact through hotel/motel occupancy tax (HOT) revenues, visitor spending, and event attraction. The City's tourism program supports 13 hotels and serves as a key contributor to the local economy.
Recent performance demonstrates the effectiveness of this coordinated approach:
* $3.49 million in hotel occupancy tax revenue, exceeding annual projections
* 59,018 tourism-involved room nights, significantly surpassing established goals
* Over 300,000 annual hotel visitors, supporting local businesses and amenities
* 18.6% growth in hotel tax revenue over three years, reaching historic levels
The tourism program is structured to align three core functions:
* Strategy and coordination (tourism management function)
* Sales and client development (hotel relationship function)
* Marketing and servicing execution
The proposed agreement formalizes the hotel relationship function, which serves as the primary driver of sales activity and hotel bookings. This position is responsible for generating and maintaining a pipeline of leads, securing group bookings, and strengthening relationships with hotel partners and regional organizations.
DISCUSSION:
Approval of Resolution No. 2026-067 will authorize the execution of the Agreement for Contractor Services with Anne Stokes (Stokes Sports and Tourism Consulting Corporation), further supporting the City's ongoing initiatives to strengthen strategic partnerships with local hotel operators and to enhance contributions that advance and sustain t...
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