Destination Bryan reports record visitor spending, flags short‑term rental compliance and modest budget request

John Friebel, speaking for Destination Bryan, told the council that the organization is tracking growth in visitation, lodging demand and visitor spending and proposed a modest budget increase and one additional staff position to support marketing and creative work.

Friebel said that, based on the Dean Runyon report and Destination Bryan tracking, "in 2024, we welcomed about 4,800,000 visitors" to the area and those visitors generated about "$184,000,000 in visitor spending." He said FY 2025 lodging revenues are expected to be about $40,000,000 and predicted that hotel occupancy tax (HOT) collections for the city this year will be about $3,000,000.

The nut graf: Destination Bryan argues that tourism spending produces significant local economic impact and that modest investments in marketing and event support amplify that return. Friebel said short‑term rentals (STRs) are a growing share of lodging supply and compliance is incomplete: after initial low compliance, he said the city is "pushing, over 35%" and "a little greater than 40%" compliance after outreach and the use of vendors.

Friebel described tools and partnerships: Destination Bryan uses a vendor called KeyData to track STR supply and demand and GovOS to identify properties for outreach and registration. He said the city’s STR collections could be higher "if we collected on all short term rentals, you'd be looking closer to 3.4, 3.5." Friebel said the organization has increased social media reach, website referrals to local partners and earned media placements, and noted several program initiatives including visitor kiosks, a seasonal print‑style visitor guide, a new songwriter festival in October with Real Life Real Music Foundation, and an ambassador program that has trained about 100 volunteers.

On budgeting, Friebel presented a proposed FY 2026 budget with a net year‑over‑year request of about a 3% increase (roughly $90,000 net). He said Destination Bryan is proposing an additional FTE for creative and design at an all‑in cost of about $85,000 and intends that the position will offset some external creative services (estimated savings of about $45,000). Friebel said Destination Bryan receives both HOT and general fund support and that state law limits HOT uses to enumerated categories. "The state of Texas legislates how hot can be used," he said, adding that the organization focuses HOT spending on advertising, promotion and sporting events.

Councilors asked about partner selection, event collaborations, measuring return on investment and how Destination Bryan prioritizes general fund reductions. There was no vote; Friebel said Destination Bryan will submit its formal budget request through the city process.