An influx of new nontownship-hosted events and festivals are making their way to The Woodlands this spring and summer. They are expected to bring in thousands of visitors and additional sales tax revenue but could also potentially create more traffic.
At least seven new events have been established in The Woodlands area in the past couple of years that have been held by outside groups or Woodlands residents.
Although residential opinions about events in the area may differ, The Woodlands Township has implemented rules and regulations for these events to help them run more smoothly, said Nick Wolda, president of The Woodlands Convention and Visitors Bureau.
“It’s very important to the township to have spent time on rules and regulate events so they are not problematic with place and time,” Wolda said. “A town is better off having visitors and activity than not having any at all. But you need balance. Events and festivals, when produced correctly, can be a strong benefit for businesses and residents alike.”
Town Center events
The Woodlands Township hosts a number of events annually that include campouts, a concert series, environmental events, festivals, races and volunteer opportunities. There are about 15 of these major events put on by the township every year.
Program expenses for the major events held in The Woodlands are set at more than $1 million. The Red, Hot & Blue Festival, which is budgeted at $260,000 and the ice rink in Town Center, which is budgeted at $369,150, are the two most expensive programs. However, the programs bring in more than $3.5 million in annual revenue.
Even with these township-sponsored events in the area, residents and outside companies have also begun to bring new events and festivals to the area. There are at least five new events coming to The Woodlands this year that are expected to bring in more visitors to the area as well as boost the local economy.
Trey Diller, founder of Inspire Productions and longtime Woodlands resident, is behind the new major festivals set to happen this year.
A taco and tequila festival, a St. Patrick’s Day festival called “Shamrock Shindig,” a craft beer festival, a music festival and an Oktoberfest event are all new events this year founded by Diller’s company that will be held in either Town Green Park or The Woodlands Waterway area.
“Besides the pavilion, there are no year-round events that cater to the whole family,” Diller said. “We wanted to bring something new here. For the ‘Shamrock Shindig,’ we’ve already sold 2,500 tickets, and for the taco festival, we’ve exceeded about 30,000 ticket sales.”
Diller said the large number of visitors who are coming for the taco festival, which will be held in June, will help sell hotel rooms in The Woodlands as well as provide more foot traffic for local businesses in the area.
“It’s most definitely a positive thing,” Diller said. “We’re already sold 50-plus hotel rooms, and we have people coming here from different states.”
Since 2012, hotel tax revenue in The Woodlands has continued to rise, with $8.2 million budgeted for 2017, compared to $6 million in 2012.
Fred Domenick, general manager of The Woodlands Waterway Marriott Hotel & Convention Center, said from a hotel perspective there can never be too many people coming to The Woodlands for events since it generates hotel sales tax and boosts the local economy.
“I don’t see how [events and festivals] can hurt hotel tax,” Domenick said. “Any big event that creates demand is very positive for the community. On some events, you can flip a coin—is it going to work? [The Woodlands area has] added on about 1,000 rooms to the community in the past 18 months between us, Shenandoah and the Spring area, so we need the demand for the hotels.”
Gordy Bunch, chairman of The Woodlands Township board of directors, said events like the taco festival and the “Shamrock Shindig” are coming to The Woodlands because of the type of community atmosphere and the success of other big events.
“Other events are drawn here because of the safety, aesthetics and beauty of our community,” Bunch said. “The success of other events here makes it an attractive venue. The Waterway Arts Festival is at the top of the list. The Inspire Film Festival was also just held here, and we hope that grows and is successful here in [The Woodlands]. Anything that comes here will be welcome since it also adds to the hotel tax base.”
Jernae West, founder of Houston Area Shows, said the beauty of Town Green Park and surrounding area is what inspired her to host The Woodlands Family Fun Fest for the third year in a row in March.
“My company is based in Mont Belvieu, and we do events in the Greater Houston area,” West said. “I’m in love with [Town Green Park]. The families of The Woodlands love to come out. That’s what drew me in; it’s a great place for families.”
Local effects
Residents and business owners in The Woodlands agree the influx of new events contributes to the economy of the community.
Sales tax revenue is expected to continue to rise due in part to the large number of events in The Woodlands, with $49.9 million budgeted for 2017 compared to $49.2 million in 2016 and $39.5 million in 2012. Sales tax, hotel tax, program and other revenue sources account for 64 percent of the township’s total revenue.
Stuart Schroeder, president of the Cochran’s Crossing Village Association, said the new events have a positive effect on The Woodlands since they help generate sales tax revenue through local restaurants and businesses.
“I think the large number of visitors here can be beneficial,” Schroeder said. “It’s a positive thing for the local economy.”
However, Schroeder said there were problems last year when events were held in Northshore Park because of the noise created by past events, such as the Margarita Festival in 2016, and the park’s proximity to nearby neighborhoods like Windward Cove. Wolda said commercial events are no longer held in Northshore Park due to resident complaints and will now be held in Town Green Park.
“It’s good there are no [commercial events] in Northshore Park since that borders a neighborhood,” Schroeder said. “Town Center is primarily commercial so residents don’t have much to complain about.”
Kim Lewis, treasurer of the Panther Creek Village Association, said while events can be beneficial to business and restaurant owners alike, traffic can still be a problem.
Township officials have addressed the problem with traffic by making changes to major event policies and said they continue to work on decibel level requirements and coordinating traffic and road closures. Township officials also consider the time and place of an event and how it affects residents.
“I think it can impede on business in the Market Street area because of mostly traffic,” Lewis said. “I know there were a lot of complaints during the Fourth of July event last year, and it does hurt with parking. But all in all it does help the community.”
Several restaurants in The Waterway area welcome these events to boost business and attract patrons to the area.
Josh Mosley, manager of The Goose’s Acre located on the Waterway, said business has always doubled whenever an event is held in proximity to the bar, and he is looking forward to this year’s upcoming events.
“Festivals create more [business] traffic, and it’s a good thing,” Mosely said. “We hope it continues to attract more business.”
Martin Quiroga, general manager of Cyclone Anaya’s Mexican Kitchen, also located on the Waterway, agreed with Mosely and said events in the Town Center area are a big benefit to area businesses.
“Any show at the pavilion or any festival is a benefit for us,” Quiroga said. “We also participated in the Margarita Festival last year and it was really good promotion. It’s a good thing we’re here.”
