Up to 5 million visitors are expected to descend on Dallas-Fort Worth this summer for the FIFA World Cup, and Richardson city officials are working to ensure that some of those visitors spend time and money in Richardson.
Assistant City Manager Michaela Dollar and Chief of Police Gary Tittle presented city marketing and public safety strategies to Richardson City Council on Feb. 16. The World Cup is set to run June 11-July 19, with nine games hosted at Arlington’s AT&T Stadium.
The approach
Dollar said the city worked with outside consultants to develop a marketing strategy that will position Richardson as a “premier international destination.”
“The marketing strategy really looks to not only increase hotel stays in the city, but also drive additional spending at our local businesses and enhance the visitor experience while they’re in the community,” Dollar said.
Dollar said the city developed a custom landing page on www.visitrichardsontx.com that highlights Richardson’s regional attractions, places to stay and dining options. It will serve as a hub for all of the city’s marketing tactics.
Dollar said the city will also highlight local businesses in social media posts, sponsored ads and through digital savings passports to encourage spending in Richardson.
The city also plans to support businesses directly by providing information on reaching visitors, participating in the North Texas Business Connect Program and registering a watch party.
Council member Arefin Shamsul said it’s important for the city to support Richardson’s local businesses and bring visitors around the metroplex to Richardson’s restaurants.
“They can’t really find better food anywhere,” Shamsul said.
More details
Although Richardson will not be hosting official FIFA events, Tittle said the Richardson Police Department is prepared to provide support at team base camps and public events during the World Cup.
“We absolutely stand ready to assist in any way as needed throughout the North Texas region,” Tittle said.
In Richardson, Tittle said the police department will be monitoring hotel and motel occupancy, Dallas Area Rapid Transit safety, advertised events and pop-up celebrations. Tittle said “crime follows density,” so the department will work to monitor any spaces with heavier-than-normal crowds.
Tittle said his experience working the FIFA World Cup games that Dallas hosted in 1994 will inform his safety approach this year.
“Most people are just happy to come and have a good time and watch a little soccer and engage in some good camaraderie, so hoping that continues in 2026,” Tittle said.
