Since 1999, the City of Sugar Land has held a contract with the Fort Bend Chamber of Commerce promoting tourism and the convention and hotel industry. In 2005, the agreement transitioned from a general promotion of tourism to a more focused effort on the marketing of the then titled “Grand Wine & Food Affair: A Sugar Land – Houston Celebration.” The contract was updated on various occasions to reflect added City involvement, with the last change occurring in 2012 when the event modified its name to the current name, “Sugar Land Wine & Food Affair” (SLWFA).

In June 2016, the Chamber announced that the event was sold to the International Wine & Spirit Competition (IWSC) Group, a London based company with a North American office in Atlanta that focuses on the alcoholic beverage and culinary sectors, including the development of food and drink festivals and events.

With the transition of ownership, IWSC Group requested similar financial support for the event as previously provided to the Chamber, which City Council approved on January 3, 2017. The approved contract outlined the exchange of up to $120,000 in tourism funds to provide marketing of the event, including in markets specifically aligned with a visitor profile study completed by the City's Visit Sugar Land tourism office.

The event was completed in April 2017. IWSC has requested the City's continued sponsorship of the event, in the amount of $100,000. In order to continue the sponsorship, pursuant to the contract, the City Council must actively approve an extension after the first year. 

In preparation for this consideration, staff previously requested and received event feedback from City Council, which was shared with IWSC.  The Economic Development Committee then hosted a special meeting with IWSC to review the feedback and discuss both the successes of the 2017 event and plans for future years.  IWSC then shared their presentation with the entire City Council in a workshop on July 25th, allowing the City Council to directly give their impressions of the event and opportunities for growth in 2018.  

Based on the feedback received from the City Council, staff recommends approval of a contract renewal for the promotion of the Sugar Land Wine & Food Affair with the IWSC Group.  Following approval, IWSC Group will return to City Council near the beginning of Fiscal Year 2018 to submit their proposed annual marketing budget and proposed use of Tourism Funds.  Per the contract, the City Council must give written approval on the use of City funds before any payment is made.  Additionally, IWSC will return to City Council following the 2018 event to provide a similar update as was provided after the 2017 event.