Plano shoppers can look forward to the second year of a gift card program to promote downtown businesses during the holiday season.
Downtown and Cultural Arts Manager Michelle Hawkins said the program is one of many ways the city uses its downtown Public Improvement District funds.
The local impact
Starting Nov. 13, shoppers purchasing a downtown Plano business gift card will receive an additional card of half its value for free. A shopper purchasing a $50 gift card from a downtown Plano business can receive a $25 gift card for free, Hawkins said, while a shopper purchasing a $100 gift card would receive a $50 gift card.
"[The program] is to entice people to either gift a card to somebody, or get them yourselves, then come and spend the money back in the district," Hawkins said.
Hawkins said a portion of PID funding is allocated to the gift card program and it lasts until funds end. The program lasted through January in its first holiday season last year, she said.
The PID has also been used to fund an art competition for Plano ISD students to decorate downtown Plano's banners, per previous reporting. Hawkins said the next banner competition is expected to take place in spring 2027.
Recently, Hawkins said the downtown PID has contributed to window cleaning for local businesses, holiday decorations and new rooftop lights. The PID has also funded events like scavenger hunts, movie events at Haggard Park, Art Fest and Steinfest.
About the program
Hawkins said a PID provides additional funds from the city and local business owners to improve a mapped-out area in the city, which are set aside for beautification efforts, marketing downtown Plano and for event planning.
The current PID was implemented in 2023 and will last for 10 years, according to the city website.
Hawkins said as of 2023, the amount of revenue contributed by property owners is determined by the square-footage of their property within the PID. She said any unused revenue from the previous year can be carried over to the next one.
"Some of these properties have been in families for generations," Hawkins said. "They really have a passion for their properties. And I think that's unique whenever you're looking at the shinier, newer districts in Plano. You know when you're coming to downtown, you are supporting a small business owner."
Hawkins said the city also contributes up to $120,000 a year to the PID, though it is not required to. The PID received additional funds in 2025 because of a project later approved by council, Hawkins said.
The background
Downtown Plano's PID was first created in 2014, per previous reporting. Plano City Council approved its FY 2026-27 budget for the PID in August.
"The priority of the PID is to make sure people understand that there is history here, there is identity," Hawkins said.
