Dallas Tourism Public Improvement District Corporation

THE DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT IS A PUBLIC IMPROVEMENT DISTRICT DEDICATED TO IMPROVING CONVENTION AND GROUP HOTEL BOOKINGS AND HOTEL ROOM NIGHT CONSUMPTION IN THE CITY OF DALLAS.

THE MOST SIGNIFICANT PORTION OF DTPID FUNDS IS DEVOTED TO GROUP INCENTIVES WHEN CITY OF DALLAS IS COMPETING WITH OTHER DESTINATIONS TO WIN THE BOOKINGS OF EVENTS THAT HAVE THE DESIRED IMPACT ON CITY OF DALLAS HOTELS, RESTAURANTS, ARTS, AND ENTERTAINMENT. DTPID-APPROVED INCENTIVES WERE INSTRUMENTAL FOR DALLAS BOOKING SIGNIFICANT EVENTS, INCLUDING THE 2024 NCAA MEN'S REGIONAL BASKETBALL CHAMPIONSHIP, IEEE SUPERCOMPUTING, NATIONAL AUTOMOBILE DEALERS ASSOCIATION SHOW, AND REDFIN REAL ESTATE. THERE WERE 13 MAJOR EVENTS BOOKED IN FY21 FOR FUTURE YEARS DUE IN PART TO DTPID INCENTIVES WITH A COMBINED ECONOMIC IMPACT OF MORE THAN $338 MILLION. DESPITE THE EFFECTS OF COVID-19 CONTINUING TO AFFECT TRAVEL AND TOURISM, THE CITY HOSTED THE ASIAN AMERICAN HOTEL OWNERS ASSOCIATION, AUSTIN JUNIOR VOLLEYBALL...ASSOCIATION, HOSPITALITY FINANCIAL AND TECHNOLOGY PROFESSIONALS, MAJOR LEAGUE SOCCER, TEXAS ASSOCIATION OF SCHOOL BOARDS AND THE TFN CAMPS & CLINICS. THESE EVENTS ALONE GENERATED OVER 80,000 HOTEL ROOM NIGHTS FOR DALLAS HOTELS.

DTPID ALLOCATES APPROXIMATELY 35% OF ITS REVENUE FOR REGIONAL AND NATIONAL MARKETING AND ADVERTISING CAMPAIGNS DIRECTED TOWARD BOTH LEISURE AND BUSINESS TRAVEL. CREATIVE ASSETS WERE DEVELOPED FOR THE NEW "FIND YOUR ALL" CAMPAIGN LAUNCHED ACROSS MULTIPLE PLATFORMS, INCLUDING BROADCAST, DIGITAL, PRINT, BILLBOARDS, AND SOCIAL MEDIA EXECUTIONS. IMPRESSIONS FROM PAID MEDIA EXCEEDED 111 MILLION. DTPID FUNDED NEW YEAR'S EVE PROGRAMMING WITH AN HOUR-LONG BROADCAST OF DALLAS CONTENT IN SIX CENTRAL STATES, ALONG WITH A CO-OP MEDIA BUY WITH ENTERPRISE AND EXPEDIA GENERATING ALMOST 22,000 ROOM NIGHTS DURING A CRITICAL PERIOD FOR DALLAS HOTELS.

MORE THAN 100 TAILORED SITE VISITS AND FAMILIARIZATION TOURS WERE CONDUCTED DURING FY21 TO PROMOTE DALLAS AS AN IDEAL TRAVEL, EVENT AND MEETING DESTINATION. DTPID MADE FUNDING FOR THESE TOURS POSSIBLE. TOURS BROUGHT EVENT PLANNERS, DECISION-MAKERS, TOUR OPERATORS, AND MEDIA TO DALLAS TO EXPERIENCE THE CITY FIRST-HAND BY HIGHLIGHTING THE LANDMARKS, HOTELS, RESTAURANTS, AND UNIQUE DALLAS ACTIVITIES. EFFORTS TO BRING THE FIFA WORLD CUP 2026 TO DALLAS WERE AMONG THE SITE VISITS FUNDED BY THE DTPID. FUNDS ALSO SUPPORT LOCAL ARTS, CULTURAL GROUPS AND EVENTS THAT COULD DRAW OVERNIGHT VISITORS TO DALLAS. OVER $1.3 MILLION WAS APPROVED TO ASSIST 63 ORGANIZATIONS IN MARKETING THEIR EVENTS.