Destination Bryan reports 4.9 million visitors and plans to raise HOT grant pool

Destination Bryan staff presented their annual update to the council, outlining visitor metrics, grant spending and planned initiatives tied to downtown promotions and sports tourism.

John, a Destination Bryan representative, said the organization estimates about 4.9 million visitors and $190 million in direct spending for 2025 based on Dean Runyon Associates data, and presented projections through FY26 of 32 events, more than 38,000 room nights, and an economic impact "over $40,000,000," with taxes generated of "over $800,000." He said the Texas Event Trust Fund will reimburse up to about $900,000 in eligible event expenses across three events and clarified those reimbursements go back to event organizers, not the city or Destination Bryan.

Staff also described the FY26 HOT grant program (a $250,000 budget this year with $174,000 already paid and $81,000 awarded pending reporting) and said they plan to increase FY27 grants to $300,000 via internal reallocation rather than returning to council for additional appropriation. Destination Bryan outlined marketing and community-engagement plans (a Spanish-language campaign, website refresh, sponsorship packages and a downtown holiday decoration grant) and thanked partner departments for operational support.