September marked the conclusion of Visit Frisco's fiscal year, revealing an unprecedented economic impact of over $84.8 million and a record-breaking 246 events and meetings secured.
The month of May marked a significant milestone as hotel occupancy tax collections soared to a million dollars. May was an exceptional month for Frisco, characterized by the hosting of two prominent events, namely, the 58th Academy of Country Music Awards and the KitchenAid Senior PGA Championship. The two events contributed to $1 million in hotel occupancy tax collections.
In addition to the widely broadcasted occasions, the dedicated Visit Frisco team welcomed an additional 12 groups in May — including major names like Toyota, T-Mobile, the Western Sports Foundation, the National Space Society, as well as representatives from the transportation and education sectors, contributed to increased hotel room bookings and generated a positive economic impact for the city.
Fiscal year 2023 witnessed a surge in room nights and an average daily rate of $223. The Visit Frisco sales team conducted a record-breaking 101 site inspections throughout the year. The marketing and communication team yielded an additional $13.5 million in earned media value, through articles, broadcast segments and social media coverage. Visit Frisco's social media channels achieved a substantial reach, garnering over 334,000 engagements, a 203% year-over-year growth.
“We are proud of the teamwork and collaboration within our Visit Frisco departments that resulted in a banner year,” Visit Frisco Executive Director, Marla Roe said. “From our employees to local restaurant owners and workers at attractions, shops and hotels — it’s all hands on deck working towards excellence.”
When comparing the data for May from a year-over-year perspective, May 2023 witnessed a substantial increase with 24,774 attendees at events, generating an impressive economic impact of $11.3 million. In contrast, May 2022 saw a significantly lower figure, with only 2,781 event attendees and a corresponding economic impact of $1 million.
“Tourism improves our local economy and provides jobs, tax relief per Frisco household, and a positive community image, which is critical for continued growth,” Roe said.
