Plano officials are looking to improve the city’s appeal for tourism through a long-term strategy that prioritizes family-friendly events and cultural travelers among other themes.
Visit Plano, the marketing organization for the city, provided a presentation to City Council at a meeting April 27 about the new strategy.
The gist
Visit Plano interviewed more than 60 council members, city staff members, local business owners, community leaders, arts and cultural organizations, hospitality representatives and residents in partnership with CSL, a consulting firm that specializes in tourism.
Initial research from Visit Plano has found the best approach to improving Plano’s tourism is to celebrate the city’s uniqueness, CSL Vice President of Tourism Strategy Richard Cutting-Miller said.
“This is not about becoming something new. It’s about elevating what Plano already does well,” he said. “Its global culinary scene, its vibrant districts, its family-friendly environment and its strong sense of community.”
The city is interested in prioritizing the following types of experiences for tourists:
- Family adventure and multigenerational fun: using family passes, park activations and weekend packages
- Cultural discovery and creative energy: engaging travelers through downtown arts programing, multicultural festivals and economy initiatives
- Culinary exploration: promoting the city’s international dining scene, chef collaborations and culinary trails
- Wellness and recreation: providing spa experiences, wellness festivals and nature-connected recreation
- Connected getaways: targeting “drive markets” like Dallas, Austin, Houston and Oklahoma City with easy-to-book itineraries combining hotels, retail and events
Next stepsCutting-Miller said the city will be looking to identify programs and activities that can appeal as unique experiences and seek ways to align the current tourism plan with the city’s budget process. He said resident engagement is needed for a successful tourism plan in a city like Plano.
“This tourism growth strategy, first of all, and to the highest degree, has to be consistent with the community values inherent in Plano,” Cutting-Miller said. “A music festival or any other event of that nature needs to evolve from Plano’s own DNA. Then, with success, you can invite visitors in, and you can broaden the reach, and you can increase the exposure and visibility.”
Executive Director of Visit Plano Mark Thompson said city officials will be provided with another tourism plan update in six to eight months.
“This is a 20-plus-year plan,” Thompson said. “This is not going to happen overnight.”
