Atomic T-Shirts & Signs in Celina sees an influx of sales around the end of summer and early fall, owner Jim Scano said. Scano, who serves as vice chair of the Celina Chamber of Commerce, said his store experiences a surge in orders from CISD organizations, such as band, cheer and the PTA.
“Sports in general have a significant positive impact on local communities, not just here in Celina,” Scano said in an email. “Local businesses, such as restaurants, retail and production companies, such as ours, feel it economically, while local sports ... enhance community pride and cohesion.”
The big picture
Data shows sales tax revenue has been consistently rising in Prosper, in part due to the overall steady growth of the town but also with notable spikes when the school year and its sports seasons begin.
Prosper’s sales tax has grown 106% between 2019 and 2023, according to sales tax records from the town. The sales tax is steady throughout the year, with a peak during PISD sports seasons, such as football that runs from August to December.
The sporting events held around PISD generate their own local spending when parents of visiting students stop on their way in or out of Prosper, said David Bristol, mayor and Prosper Economic Development Corporation member.
“[The visitors] shop, they eat, and soon they’ll be able to stay,” PEDC Economic Development Specialist Susanne Harris-Barney said.
Prosper is on track to see its first hotels in the next few years.
Celina’s sales tax revenue increased over 2019-23, with the majority of spending done during August-December, with a 230% jump from 2019 to 2023 in overall annual revenue.
“Over the last few years, the growth of our business has certainly reflected the growth of our community,” Scano said. “I anticipate this trend will continue so long as we continue to provide the level of quality and service Celina has come to expect from us.”
What they're saying
“[Local sports teams] brings families together; it brings people from out of town into town, and it causes that community feeling as people get behind their sports teams and support them," said David Bristol, mayor of Prosper.
"We understand visiting teams and families spend money on hotels, restaurants and local attractions, in turn boosting sales for our local businesses," said Alexis Jackson, Celina Chamber of Commerce president.
“When community members feel connected and engaged, they’re more likely to support the local businesses, volunteer and contribute to the overall well-being of the city," said Jim Scano, owner of Atomic T-Shirts & Signs.
Zooming out
Student participation in PISD’s school sports is growing alongside the district with 2,480 students joining the athletics program between the 2019-20 and the 2023-24 school years.
The growth can be seen in the number of events—there were 465 sporting events hosted during the 2021-22 school year and 557 hosted during the 2023-24 school year, according to district data.
The district sold 119,101 tickets for all district athletic events in the 2021-22 school year and 140,805 tickets in the 2023-24 school year, bringing in hundreds of thousands of dollars of revenue directly to the district. Similar data was not shared by Celina ISD before this edition’s publish date.
Participating in athletics benefits the district beyond ticket sales. PISD Athletic Director Jeff Smith said studies have shown student athletes also see improvements in problem solving, teamwork, focus and other traits that then help them in their academics.
Going forward
For many people, coming into Prosper for local games as a visiting team is their first introduction to the town, Bristol said. With multiple hotels expected to open in the coming years, the revenue and spending that sports brings to Prosper is expected to continue growing, he said.
“That goes directly back into ... our sales tax funds that can fund other future development inside the town of Prosper,” Bristol said.
Growing cities benefit from the shared identity found through sports teams, Scano said.
“When community members feel connected and engaged, they’re more likely to support the local businesses,” he said.
