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 “The 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, “The Sugar Land Wine & Food Affair” (SLWFA).

In June 2016, the Chamber announced that the event was sold to 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. The City Council approved a contract with IWSC in January 2017. Following the event in April, IWSC requested continued City sponsorship of The Sugar Land Wine & Food Affair in 2018, as the company sought a renewal pursuant to the terms of the contract. In July, IWSC provided a recap of the event with the City Council, where discussions took place regarding the successes of the event as well opportunities for growth. In August, the City Council approved the contract renewal with IWSC Group.

The contract provides for the City’s commitment of up to $100,000 in tourism funds in Fiscal Year 2018 in exchange for IWSC’s marketing and promotion of the event. IWSC has agreed to work with City staff on plans to market the event in state and national tourist publications, with a focus on targeted markets. In addition, IWSC is to exclusively feature Sugar Land hotels and hotel packages on their website, provide links to the Visit Sugar Land website, cross promote area attractions, shopping and dining destinations, as well as utilize and reference Visit Sugar Land’s various social media platforms.

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 2018 marketing plan and corresponding budget demonstrating how HOT funds will be utilized to promote and attract visitors to Sugar Land. Additionally, due to the feedback provided by City Council during the July 2017 workshop, IWSC will address some topics including greater inclusion of Sugar Land restaurants and businesses, exploration of new unique venues, the request to differentiate between Saturday and Sunday’s Sip & Stroll with the potential to reinstate the Bistro Brunch, as well as the opportunity to increase the presence of the event within the local community. Funding for the SLWAFA was budgeted and approved in the FY 2018 HOT budget.

Staff recommends consideration and approval of the 2018 Sugar Land Wine & Food Affair marketing plan and proposed tourism marketing budget utilizing Hotel Occupancy Tax funding, which is restricted by state law for tourism purposes and cannot be utilized for general fund expenditures. Following the 2018 Sugar Land Wine & Food Affair, IWSC will provide a recap of the event to the City Council in spring 2018.