Page 203 - CityofSouthlakeFY27Budget

TABLE OF CONTENTS

WHAT WE DO: CORE SERVICES

Economic Development & Tourism sustains Southlake’s commercial vitality by supporting
existing businesses, recruiting new investment, promoting the city as a visitor destination,
and producing community events that strengthen economic activity and civic identity. City Department Overview

01
01 Business Recruitment & Retention 02 Business Marketing &
02
Communications
Proactive outreach to recruit high-value commercial Produce 8 to 10 in-house video business spotlights
businesses and retain existing ones. Includes the business annually, manage the Open Rewards program ($100,000
engagement program, new business visits within 3 to 6 in local shopping incentives), and promote the Southlake
months of opening, and collaboration with property owners advantage through digital marketing, website, and targeted
to reduce vacancy. Supports over 1,800 businesses. campaigns. This helps support businesses and create a
healthy economy.

03 Tourism Promotion & Destination 04 Community Events & Activation
03
04
Marketing
Market Southlake as a shopping, dining, entertainment, and Plan and execute signature events including Stars and
leisure destination. Manage hotel partnerships, convention Stripes (25,000+ attendees), Home for the Holidays
and visitors programs, and lifestyle/travel influencer (12,000+ attendees), and Celebrate Southlake (1,600+
collaborations. Southlake welcomed 4.4 million visitors in attendees). Secured over $30,000 in event sponsorships
2025. This helps enhance sales tax revenue and support in FY 2025 to help cover event costs. This helps support
local programs for the community. local businesses directly at the event and indirectly through
secondary visitation.

05 Visitor Experience 06 Comprehensive Planning
05
06
Manage Town Square holiday season enhancements, visitor Lead the development and implementation of the
amenity planning, and seasonal programming that supports Southlake Comprehensive Plan. The plan establishes policy
local retailers and the hospitality industry. This includes recommendations, market analysis, and community desires
placemaking opportunities and programmatic opportunities to guide the long-term strategy of growth within the
to drive visitors to local businesses. community.

FY 2027 City of Southlake | Budget Book 203