Austin Tourism Commission Presentation- Kerrville CVB — original pdf
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Austin Tourism Commission September 10, 2025 Regional Context • Austin is an anchor in Texas tourism • Vibrant regional destinations like Kerrville & Fredericksburg enrich the visitor experience • Regional tourism strengthens related local economies • Shared opportunity: offering depth, additional culture, and historic texture to strengthen Central Texas tourism 2 Tourism Product Kerrville has a diverse tourism product ● Craft food & beverage scene ● Museums & galleries ● Performing arts theaters ● Outdoor recreation & related amenities ● Cultural events & live music opportunities ● Unique & landmark businesses - home of HEB & James Avery Artisan Jewelry ● Well known & established annual events 3 Hotels & Unique Stays Lodging options to fit a wide variety of visitors ● 15 traditional hotel properties w/1,155 hotel rooms ● Two conference center hotels with over 32,000sq ft of meeting space ● Unique stays such as Yogi Bear’s Jellystone Resort and restored historic properties ● Over 110 short term rental properties ● Kerr County Hill Country Youth Event Center- 20,000sq ft of meeting space, additional arena, meeting rooms, show barn, & event park 4 Outdoors & Wellness The Texas Hill Country landscape creates the perfect scene for outdoor experiences ● Over 20 public parks including Louise Hays Park - 64 acres in downtown & Kerrville Schreiner Park - 500 acres of hiking, biking, camping & wildlife viewing ● 6+ mile Kerrville River Trail ● Kerrville Sports Complex - 104 acres of baseball, softball & soccer fields Tennis Complex & Olympic Pool Three golf courses - newly renovated Scott Schreiner ● ● ● Abundant birding & wildlife viewing ● Riverside Nature Center 5 Culture & Attractions Art, culture & innovation allow visitors to craft a unique and diverse experience with every visit ● Museum of Western Art ● The Coming King Sculpture Prayer Garden - 24 acres & 11 sculptures Three performing art theaters/venues Symphony of the Hills Orchestra James Avery Artisan Jewelry- headquarters & history center ● ● ● ● Gibson’s - one of only two in Texas ● ● Kerr Arts & Cultural Center Schreiner Mansion & Historic Site ● Growing public art scene - over 40 pieces of public art/murals 6 Heritage Tourism ● Schreiner Mansion, downtown revitalization & historic tours (self guided, expanded digital access & in person led walking tours) ● Museum of Western Art - Preserving & promoting the heritage of the American West. Recently voted #1 Western Art Museum in the US by True West Magazine ● Annual cultural/historic events – Kerrville Folk Festival & Texas State Arts & Craft Fair ● Coming spring 2026 - Heart of the Hills Heritage Center 7 Visitor Economic Impact • 1,100 direct travel jobs in Kerrville • Direct earnings of $35.2M • Local sales tax receipts of over $3M • Direct travel spending of $82.8M • Over $1.6M in local HOT generated • $22.4M Kerrville Hotel Revenue 8 Per Household Tax Savings • • • Tax per household represents travel generated taxes divided by the resident population Visitor Taxes: Taxes paid directly by visitors at the point of sale. This includes state and local lodging taxes, applicable sales taxes on goods and services, motor fuel taxes, and any other miscellaneous taxes applied at the point of sale Business/Employee Taxes: Taxes paid by travel industry businesses attributable only to travel generated business receipts (property & franchise taxes) and taxes paid by travel industry employees attributable to travel generated earnings (sales & property taxes) 9 Origin Market Data Top Overnight Visitor Origin 87.1% of Kerrville visitors call Texas home (a slight increase) Top 5 visiting Texas Metros including day trips: San Antonio - 28% Houston - 18% Austin - 16% Dallas/Fort Worth - 10% San Angelo - 4% 10 Top Out of State Origin Markets Louisiana Colorado New Mexico Arizona California 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000 Visit Nights Overnight Trips 11 Regional Collaboration Benefits • Encourages multi-day trips from Austin (boosts overnight stays) • Complements Austin’s urban draw with Hill Country history & nature Keeps visitors in Central Texas longer – creating stronger regional economy Ideas: Heritage Trail Pass • Cross-promotion at area events • Shared storytelling • • 12 Possible Collaboration Opportunities • Facilitate inter-CVB collaboration • Organize quarterly roundtables (Kerrville, Fredericksburg, Austin CVBs) • Promote regional heritage assets alongside area events 13 Closing Kerrville is not just a destination, but a partner in telling the broader story of Central Texas. Together, we can preserve the past while building a stronger, more connected tourism future. 2108 Sidney Baker Kerrville, TX 78028 800-221-7958 or 830-792-3535 www.KerrvilleCrafted.com Julie Davis President/CEO Julie@KerrvilleTexasCVB.com