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City Council Agenda Request
August 28, 2018
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AGENDA REQUEST NO: IV.C.
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| | AGENDA OF: City Council Meeting |
| INITIATED BY: Teresa Preza, Tourism and Destination Services Administrator
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| PRESENTED BY: Teresa Preza, Tourism and Destination Services Administrator and Elizabeth Feichter, IWSC Group North America Chief Operating Officer
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| | RESPONSIBLE DEPARTMENT: Economic Development |
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| | | | | | | | | AGENDA CAPTION: | | Review of and discussion on the 2018 Sugar Land Wine & Food Affair and plans for 2019 event. |
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| | | | | | | | | RECOMMENDED ACTION: | | Review of and discussion on the 2018 Sugar Land Wine & Food Affair and plans for 2019 event. |
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| | | | | | | | | EXECUTIVE SUMMARY: | The 15th annual Sugar Land Wine & Food Affair was held at various Sugar Land venues this past spring. Over the years, this regional event has evolved and has seen great success in generating tourism interest in the Sugar Land area. IWSC Group, the producers of the event, report this year’s event brought over 4,000 visitors from 34 states and 7 countries to enjoy multiple event offerings throughout the weekend, including the Bartender’s Challenge, Grand Tasting, Sip & Stroll and the return of the Bistro Brunch.
Following in the footsteps of the 2018 successes, IWSC is eager to ensure the event continues to accomplish its goal of bringing visitors to Sugar Land to enjoy the best of the region’s culinary offerings.
In analyzing the most significant challenges with the 2018 event, IWSC finds competition to be the most important factor in planning for 2019. IWSC experienced competition from multiple local and regional events significantly impacting the ability to attract guests to Sugar Land, engage exhibitors, as well as secure important sponsorship. Additionally, IWSC has experienced a significant increase in pricing for the rental of the Marriott Sugar Land Town Square with premium pricing due to wedding season occurring in the early spring. Looking forward into 2019, there is potential for competition from the City of Houston’s projected major culinary festival that will likely occur in the spring.
During the workshop, IWSC will share greater details about the 2018 event’s success, as well as discuss the need for flexibility in date selection for the 2019 event and the continued City support of $100,000 in tourism funds in exchange for marketing and regional promotion of the event, which was included in the proposed FY 2019 HOT budget.
The contract with IWSC requires City Council’s approval of the annual marketing budget each year prior to funds being expended by the City. As such, IWSC will present the 2019 marketing plan and corresponding budget demonstrating how HOT funds will be utilized to promote and attract visitors to Sugar Land. City Council will consider approval of the marketing plan and the funding request during a future City Council meeting.
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| BUDGET |
| | EXPENDITURE REQUIRED: 100,000 |
| | CURRENT BUDGET: 100,000 |
| | ADDITIONAL FUNDING: N/A |
| | FUNDING SOURCE:Hotel Occupancy Tax |
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