The Academy of Country Music Awards show is expected to bring another economic boost to Frisco when it returns to the Ford Center this May, city officials said.

The May 11, 2023, ACM show was a main contributor for a record-breaking boost for the city, according to 2023 data compiled by Visit Frisco, the city’s official destination marketing organization.

“We’re thrilled that they’re coming back,” Visit Frisco Executive Director Marla Roe said.

The main takeaway

A third party hired by ACM to assess the economic effects of the May 2024 event predict the region’s economy will see a $31 million boost, Roe said. Approximately $21 million will be for Frisco alone, she said.

“It is by far our biggest and most significant economic impact of any event that we've ever hosted,” Roe said.

The estimated $21 million is expected to be split between direct spending and a secondary effect, such as the money spent by restaurant supply stores and event staff, Roe said.

Here is how the money might be split:
  • Direct spending: $13.3 million
  • Secondary effect: $7.7 million
The projected tax revenue of the awards show is about $325,000, Roe said. Frisco will also see an uptick in its earned media value, which represents the cost of advertising the city would have to put out to receive the same economic impact.

“It’s just a cascading effect,” she said. “A lot of our events might be in-and-out, but this one is weeks of publicity and promotion for Frisco.”

Stay tuned

Roe said data reflecting any economic effect of the awards show will not be available until sometime in June.