REGULAR MEETING of the TOURISM COMMISSION BOARD July 9, 2025, at 2:30 pm City Hall Chambers Room 1001 301 W. Second St Austin, Texas 78701 Some members of the Tourism Commission Board may be participating by videoconference. The meeting may be viewed online at: http://www.austintexas.gov/page/watch-atxn-live Public comment will be allowed in-person or remotely via telephone. Speakers may only register to speak on an item once either in-person or remotely and will be allowed up to three minutes to provide their comments. Registration no later than noon the day before the meeting is required for remote participation by telephone. To register to speak remotely, call or email Felicia Burleson, (512) 978-1325 or felicia.burleson@austintexas.gov CURRENT BOARD MEMBERS/COMMISSIONERS: Daniel Ronan, Chair, D9 District 1 (vacant) District 3 (vacant) Bishop Chappell, D6 Stefani Mathis, D8 Anna Panossian, Mayoral Ed Bailey, Vice Chair, D5 Greg Chanon, D2 District 4 (vacant) Dan Webb, D7 Cristina Masters, D10 AGENDA CALL TO ORDER PUBLIC COMMUNICATION: GENERAL The first 10 speakers signed up prior to the meeting being called to order will each be allowed a three-minute allotment to address their concerns regarding items not posted on the agenda. APPROVAL OF MINUTES 1. Approve the minutes of the Tourism Commission Board Regular Meeting on June 11, 2025. STAFF BRIEFINGS 2. Staff briefing from Staff Liaison, Felicia Burleson, regarding commission board recent vacancy, deadlines, resources, and updates. DISCUSSION ITEMS 3. 4. 5. Presentation by Justus Zimmerman, CEO and Executive Director of the Austin Symphony, regarding the economic impact of the organization on Tourism and the hotel occupancy tax. Presentation by Micah Andress, President of Austin Pride, regarding the economic impact of the organization on Tourism and the hotel occupancy tax. Presentation by Nicole Klepadlo, Executive Director of the Red River Cultural District, regarding the economic impact of the organization on Tourism and the hotel occupancy tax. DISCUSSION AND ACTION ITEMS 6. 7. 8. Review and approval of the Annual Internal Review Report. Discussion and possible action to set road map for 2025 Tourism Commission Meetings. Discussion about Tourism Commission Board vacancies. WORKING GROUP/COMMITTEE UPDATES 9. 10. Update from the AISD Facilities Working Group on new agenda reports regarding the main focus of the working group and efforts for recommendations. Update from the Short-Term Rental Working Group on any new reports regarding the STR’s new focus and efforts for recommendations. FUTURE AGENDA ITEMS ADJOURNMENT The City of Austin is committed to …
WORKING DOCUMENT: Tourism Commission Road Map August 2025 – December 2025 Agenda Topics, Potential Speakers & Community Presenters Note: All meetings take place on Wednesdays from 2:30pm-4:30pm in City Council Chambers (unless modified by venue availability) 1. 2. 3. 4. 5. August 2025 – No Meeting September 10, 2025 – Museums & Tourism October 8, 2025 – Historic Preservation & Tourism November 12, 2025 – Tourism Snapshot – Where we are and where we’re going December 10, 2025 – Tourism Commission Work Session
Annual Internal Review 7/1/2024 to 6/30/2025 Austin Tourism Commission The Austin Tourism Commission mission statement is: "to provide expertise and recommendations to the city council concerning hotel occupancy tax revenue collected by the city and issues related to and that promote tourism" In the past year, the Austin Tourism Commission, has sought to establish stability as a concerted voice for tourism in the city by inviting and elevating various speakers to provide insights into the interworking’s of: a. HOT tax funding, including the City of Austin and the State of Texas; b. The Tourism Public Improvement District in addressing the needs of tourism in Austin; c. Arts and culture funds as allocated through HOT tax funding, and the efficacy of these program funds; d. The efficiency and recommendations for improvement of short-term rental (STR) regulation in Austin to aid in increasing HOT tax revenue collection, including a recommendation to City Council with a series of suggestions to improve existing enforcement of unregulated short-term rentals in Austin – this year, the Commission continued its partnership with the Mayor’s office and Council leading to significant changes in STR rental regulation; e. Strategies to promote historic preservation and heritage in Austin to the benefit of tourism in Austin, also reflected by the Commission’s endorsement of the Equity-Based Preservation Plan; f. Strategies to promote cultural heritage districts in Austin, including that of the Red River Cultural District for which the Commission passed a recommendation to fully fund the District; g. Strategies to promote cultural venues, such as the Doherty Arts Center Project for the betterment of the local tourism economy, including a recommendation to Council to continue with funding the Doherty Arts Center Project; h. Strategies to promote library and cultural institutions for tourism, such as the Austin History Center and the Umlauf Museum and Sculpture Garden through presentations from various cultural institutions; i. Strategies to promote clean air in Austin bars and tourism venues through presentations from the Austin Public Health Department and the American Heart Association regarding the dangers of vaping in addition to smoking; j. Strategies to track and promote tourism more broadly in Austin, including outlook presentations from Visit Austin and the Tourism Director of the Office of the Governor of Texas; k. The Austin Convention Center Department on the Austin Convention Center Project; l. Strategies to connect infrastructure projects for the betterment of tourism outcomes, including Austin Bergstrom International …
TOURISM ECONOMIC IMPACT OF THE ASO Austin Tourism Commission Meeting | July 9, 2025 PROVEN ORCHESTRA TOURISM IMPACT National Success Models Pittsburgh Symphony $125M Economic Impact 4:1 ROI ($33M budget) 1,900 Jobs Created Boston Symphony $261M Economic Impact 2,400 Jobs Supported Statewide Impact ✓ Downtown Venues ✓ Tourism Partnerships ✓ Community Engagement CLASSICAL MUSIC'S CULTURAL RESURGENCE The Newcomer Phenomenon 46% Under-35s MORE ENGAGED than parents (65% vs 57%) Source: Royal Philharmonic Orchestra 2024 Audience Report AUSTIN SYMPHONY'S CURRENT TOURISM IMPACT Hidden Economic Engine Bastrop (44) Pflugerville (202) Georgetown (197) Cedar Park (210) Round Rock (304) Leander (193) San Marcos (72) San Antonio (78) 2,879 Tickets Texas (50+ miles) 264 Tickets | National Visitors Key Tourism Markets: • Major suburbs: Round Rock (304), Cedar Park (210), Georgetown (197) • Regional cities: San Antonio (78), San Marcos (72) • National reach: CA (42), NY (22), PA (14) ECONOMIC MULTIPLIER EFFECT How Orchestra Tourism Works 3,143 TICKETS (Out of Area) $184 avg Ticket → RIPPLE EFFECT HOTEL + DINING + SHOPPING + TRANSPORT → TOTAL IMPACT $400+ TOTAL ECONOMIC ACTIVITY TOURIST PROFILE • Stay 22% longer • Spend 38% more • Higher repeat visits • 81% college-educated • 55% earn $100K+ GEOGRAPHIC BREAKDOWN: • 2,879 Texas visitors (50+ miles from Austin) • 264 National visitors (42 CA, 22 NY, 14 PA) • International visitors AUSTIN'S MUSIC TOURISM OPPORTUNITY From Classical to Live Music Capital AUSTIN TOURISM ECONOMY $8.2 BILLION ANNUALLY 114 Years Austin's Oldest 200,000+ People Reached 25,000 Students Served Downtown Long Center GROWTH VISION: POPS PROGRAMMING Doubling Our Tourism Draw CURRENT SUCCESS ──────────► 2025-26 STRATEGY Highest grossing films 2X Movie Concerts Out-of-City Draw Enhanced Tourism Appeal FAMILY-FRIENDLY programming extends visitor stays ACCESSIBLE entry point for newcomers (54% of audiences) KNOWN SUCCESS attracting out-of-city audiences GROWTH VISION: BIG NAME PARTNERSHIPS Live Music Capital Integration ROCK & ROLL CLASSICAL ASO: IN THE THICK OF IT ALL HIP-HOP COUNTRY FROM: "Austin's oldest live music" TO: "Vibrant and in the thick of it all" Programming Examples: • Orchestra + Rock collaborations • Hip-hop crossover events • "Music for All" inclusive model PARTNERSHIP FRAMEWORK How We Work Together ASO PROVIDES TOURISM PARTNERS GAIN Proven tourism draw (3,000+ out of area tickets) Authentic cultural experiences that extend visitor stays High-value tourists (2x local spending) Superior spending tourists (38% more per day) 200,000+ annual reach Year-round programming Historic credibility + Cultural tourism marketing modern commercial approach content & authenticity …
Tourism Commission July 9, 2025 RED RIVER CULTURAL DISTRICT About Our ORGANIZATION The Red River Cultural District is a creative community providing authentic Austin experiences through diverse local music, art and food for every fan and guest. In an ever-changing ATX, our nonprofit seeks to PRESERVE and GROW Red River's creative, business, and music scene. As a community rooted in artists, musicians, performers, music venues, cultural institutions and small businesses, the District embodies the soul and heart of Austin. WHO ARE WE 🎸 10+ Iconic Live Music Venues – These independent venues serve as launching pads for local musicians, artists, and performers, fostering talent and keeping Austin’s music scene alive. 🎶 Free, Community-Powered Music Festivals – Events like Free Week (January) and Hot Summer Nights (July) bring over 500+ local artists together each year, supporting not just musicians but also our local creative industry—photographers, videographers, designers, and more. Our events attract over 30,000+ attendees! 🏆 Red River’s Legacy as a State-Designated Cultural District – Recognized by the Texas Commission on the Arts in 2020, our district is dedicated to preserving Austin’s live music heritage for future generations. 🎤 A Stage for Thousands of Local Artists – Live music happens here 365 days a year, creating an essential pipeline for Austin’s grassroots musicians to grow and thrive. 💼 Hundreds of Jobs in Hospitality & Tourism – From bartenders and sound engineers to security staff and operators, the district supports local jobs and keeps Austin’s nightlife economy thriving. PRESERVE + GROW AUSTIN’S MUSIC MILE With a mission to preserve and grow Austin Red River's creative, business, and music scene our efforts are rooted in several initiatives and programs. FREE WEEK HOT SUMMER NIGHTS DISTRICT DIALOGUES CULTURAL CURRENTS RED RIVER DAZE SUPPORTING MUSICIANS + CREATIVES EVENTS About Our FESTIVAL FREE WEEK Free Week (January) Eat, Drink, Celebrate, Live Music. Free Week started in 2003 at the legendary Emo’s (6th and Red River) as a way to keep the club’s lights on and staff working during the dead of winter when business was historically slow. What started as a on-venue annual event grew into a movement rooted in the Red River Cultural District, with tens of thousands attending annually. Free Week 2025 IMPACTS January 3 + 4 , 2025 Live Performances 90+ 390+ Estimated Paid Artists + Performers 2 Nights 19 Participating Businesses 12 Music Venues 14,000+ Festival Attendees 10 Artists, Photographers, Videographers, Designers, …
