Prairie Lights celebrates profitable 20th season with record media engagement and improved guest experience

Grand Prairie's annual Prairie Lights event has achieved record-breaking success, marking its most profitable year to date, as revealed during a recent city council meeting. The event, which celebrates its twentieth season, has seen significant operational improvements and community engagement, leading to enhanced guest experiences.

City officials highlighted the successful implementation of feedback from previous meetings, which included expanding distribution of resident coupons and increasing sponsorship opportunities. These efforts have contributed to a thriving event that continues to attract visitors, even after losing four days of service last year. The team is optimistic about regaining an extra day this year, further boosting attendance.

Special Events Manager Emily Linares shared that the event featured a record number of media staff and influencers, which significantly amplified its marketing reach. The event garnered 79 pieces of media coverage, including five live broadcasts on the Good Day Fox 4 morning show, valued at tens of thousands of dollars. Social media engagement soared, with over 860,000 views across platforms—16 times more than the previous year.

The introduction of themed nights, such as dollar hot dog night, successfully drew crowds during the early days of the season. Additionally, the distribution of Grand Prairie resident coupons expanded to local schools, resulting in a nearly threefold increase in redemption rates.

The council's ongoing support and investment in the event have been crucial to its success. As the team prepares for the upcoming season, they are exploring new ideas to celebrate the milestone and continue enhancing the Prairie Lights experience for the community.