$150,000 study to evaluate Round Rock tourism, economic impacts

As Round Rock city leaders seek to broaden the city’s tourism focus to sports plus leisure and business travel, the question of who visits Round Rock and why could gain clarity over the coming months.

Round Rock City Council approved a $150,000 contract, funded through the hotel occupancy tax fund, with Destination Analysts, a tourism market research firm, on Aug. 8.

Chad McKenzie, city of Round Rock sports management and tourism director, presented the proposal to council.

Goals of the study include determining the economic impact of tourism, image perceptions visitors have of the city of Round Rock and identifying potential new attraction types for the city, McKenzie said.

The contract includes in-person surveys of hotel guests and day-trip visitors. Destination Analysts will also facilitate online surveys, video interviews, and meetings with sports and events planners. In addition, online surveys to gauge perception of Round Rock as a tourist destination are planned.

The findings will be presented to council in late spring and summer 2020, according to the contract.

This study follows an April decision to unveil a new tourism brand, “Go Round Rock,” after years of promoting an identity as “The Sports Capital of Texas.”

The city of Round Rock is also in the midst of a hotel building boom, according to Bradley Dushkin, the city’s assistant director of planning and development. Four hotels have opened this year, and four more are under construction.
By Taylor Jackson Buchanan
Taylor Buchanan joined Community Impact Newspaper in 2018 after completing a master of journalism degree from the University of Texas. She worked as the senior reporter for Community Impact's Southwest Austin edition and is now the editor for the company's flagship Round Rock/Pflugerville/Hutto edition.