[{"_1":2,"_112":-5,"_113":-5},"loaderData",{"_3":4,"_26":27},"root",{"_5":6,"_17":10,"_18":19,"_20":21,"_22":10,"_23":-5,"_24":-5,"_25":10},"user",{"_7":8,"_9":10,"_11":10,"_12":-5,"_13":-5,"_14":15,"_16":-5},"roles",[],"isAuthenticated",false,"isPremium","planName","subscriptionStatus","featureFlags",{},"insightsBudget","isDevelopmentHost","userPreferences",{},"recaptchaSiteKey","6LcvOJcUAAAAAHsB-gPGfGktcRlKpH7OTIU_dMTD","isImpersonating","impersonation","affiliateStatus","isFreedomPortal","routes/v2/article/layout",{"_28":29,"_30":31},"notFound",true,"relatedArticles",[32,76,88,100],{"_33":34,"_35":36,"_37":38,"_39":40,"_41":42,"_43":44,"_45":46,"_47":48,"_49":50,"_51":52,"_53":54,"_55":56,"_57":58,"_59":60,"_61":62,"_63":64,"_65":66,"_67":68,"_69":70,"_71":72,"_73":74,"_75":74},"mediaId",6534334,"mediaKeyId","3626919-291d6f8d8d58db37b1d56617c06c0abb","parentId",3626919,"title","Board approves event marketing allocations and an increased annual marketing budget","audioSeconds",1085,"startMs",4318000,"endMs",5403000,"viewUrl","/Search/View?dp=1&key=3626919-291d6f8d8d58db37b1d56617c06c0abb&start=4318&end=5403","thumbnailUrl","https://assets.pipeline.soar.com/3626919-291d6f8d8d58db37b1d56617c06c0abb/thumbnail_4318000.jpg","articleUrl","/articles/6534334/Texas/Board-approves-event-marketing-allocations-and-an-increased-annual-marketing-budget","mediaUrl","https://secure.pipeline.soar.com/6534334-cba10648fc99209415c44d3222d16476/orig.mp4?Expires=1770409867&Signature=HOOCgoTq0ir1pMD7xic0sEHrEUQ3CNl2h75-o29e8mJera7j09Rh8gecWGnKJli-IJ0ysAGELPp~yxky2FztBGCarhJPYqzsAFwp4HAGNsZegF7Tj5qx6hNhZx2DupL5GqMSjuWvoOfWtQeICasEOP3~paMIWpdFCfeDvoPS6LXEY-ZVhH7BaQG6ZMzt1E7y0TyFh5g8HHE8MeRn7oyrh5HBynPeRhntJ0TXmtLP19YA90y~YNyze3p1KSwFesuQf7eMaJ1YEl6~bj8P79XQav9EbjnFgeLEVOilHcTvg-rnPc28K2rMmRrf5yC-egq5PXirCj0xjEiPB-~Y~H4aRw__&Key-Pair-Id=KUT5TJCACFTXG","author","South Padre Island","date","2025-06-02T00:00:00Z","article","At the meeting the board considered several event funding requests and a proposed update to the events marketing budget.

The board approved the Special Events Committee's recommendations for event marketing support: $7,000 for the South Padre Island Wahoo Classic (marketing), $6,500 for the SBI Triathlon (marketing), $3,000 for Ride for Rotary (marketing), and $14,000 for the SBI Half Marathon weekend (marketing; $12,000 U.S., $2,000 Mexico). Each item was moved, seconded and carried by voice vote; the meeting record shows the motions passed with \"All in favor say aye. Motion carries.\" The staff noted in several cases that bureau staff will provide in‑house marketing assistance and social media support in addition to the funded amounts.

On the broader budget item, staff reported the budget committee recommended a change to the annual marketing budget. The committee proposed moving to an annual starting budget rather than a one‑time ask and recommended a marketing starting budget of $5,025,000 for fiscal year 2025–26; the board approved the budget recommendation and the item will go to City Council for final approval.

The board discussed consistency in funding requests and the need for event producers to demonstrate return on investment; staff said the bureau is updating tools to estimate event economic impact and is offering in‑house marketing support to smaller or volunteer run promoters.

Ending: Approved allocations will be funded per the board's action and staff will continue to work with event organizers on marketing execution and ROI tracking; the recommended marketing budget will proceed to City Council as approved by the board.","mediaType","Video","parentTitle","South Padre Island - CONVENTION AND VISITORS ADVISORY BOARD - Jun 02, 2025","oneSentenceSummary","The Visit South Padre Island board approved multiple event marketing requests (Wahoo Classic, triathlon, Ride for Rotary, half marathon) at amounts recommended by the Special Events Committee and approved a proposed FY25–26 annual marketing budget increase to $5,025,000 for City Council consideration.","taxTitle","South Padre , Cameron County, Texas","taxId",57359,"location","Texas","headline","","shortSummary",{"_33":77,"_35":36,"_37":38,"_39":78,"_41":79,"_43":80,"_45":81,"_47":82,"_49":83,"_51":84,"_53":85,"_55":56,"_57":58,"_59":86,"_61":62,"_63":64,"_65":87,"_67":68,"_69":70,"_71":72,"_73":74,"_75":74},6534338,"Board flags Isla Blanca Park closure; staff to coordinate outreach to displaced winter Texans",349,2317000,2666000,"/Search/View?dp=1&key=3626919-291d6f8d8d58db37b1d56617c06c0abb&start=2317&end=2666","https://assets.pipeline.soar.com/3626919-291d6f8d8d58db37b1d56617c06c0abb/thumbnail_2317000.jpg","/articles/6534338/Texas/Board-flags-Isla-Blanca-Park-closure-staff-to-coordinate-outreach-to-displaced-winter-Texans","https://secure.pipeline.soar.com/6534338-639fe5090ea59653676d58f0fa0e5524/orig.mp4?Expires=1770409867&Signature=mikMMbqFlYMxpxiPOLk~OvMaf3Pg0LlnkfRiRI4-A0M4ItthQUYNUbO5-5Hn~dTpi36Mdmc2DEmjLqp2ZrbwH8NDvtUb6asYLI~v7z5ybC2K-RqyRPHZ~UnVYmlmqYr3TpgCZ~OJUCc5gNwupq2SjIrNYIjIMzex7gH68JBQ2wsdyAdB8xoWC7sQELPCgz76yy5llzvpMru~tVsuEVuHgNz7zV44tzEiR8aB6Pz0zo59A7x36m99qoxqBLt-wLUirvPYKbjvO3EQfc4BQv8k8IQjnKlIDefhSqgwgV8y8o-ejtA92q-APPr82jbeBhHUpLcmIUSUqM2Xm5GtM5GUYw__&Key-Pair-Id=KUT5TJCACFTXG","At the meeting item 5.8, board members discussed a planned Isla Blanca Park closure for renovations that county staff expect will run from Oct. 1, 2025, to Oct. 1, 2026.

Mr. Henry, a board member, said the park \"plans to close for a year\" and asked, \"How many units do we have at Isla Blanca? 6 Hundred and something units units spaces.\" He and other board members warned the closure could significantly affect winter Texans and island businesses that depend on winter‑season spending.

Staff and board members described immediate concerns: displaced RV park users are already rebooking in other destinations, and local small businesses will feel an economic impact. Staff estimated the park houses roughly 600 spaces; board discussion treated two people per unit as a reasonable rule‑of‑thumb, producing an estimate of \"1,200 people that stay with us, in the months of primarily January and February,\" an estimate Mr. Henry cited during discussion.

Board members outlined possible mitigation steps. Staff said they are coordinating with Welcome Home RGV and community partners to spread notice, to collect and publish condo and vacation‑rental alternatives, and to explore shuttle or bus options that could bring displaced visitors from nearby parks in Mercedes, Weslaco or Brownsville. Mr. Henry and other members suggested creating a visible list of homes and condo rental options to share with winter Texans and encouraged early outreach so visitors do not book elsewhere and fail to return in subsequent years.

No formal board action was taken at the meeting; members asked staff to continue outreach and to work with county officials on phasing and communication so the closure is less disruptive to the winter season.

Ending: Staff said they will draft outreach materials listing condo and rental options, coordinate with Welcome Home RGV on potential transport plans and return to the board with updates; the board emphasized urgency because RV users often book many months in advance.","Cameron County plans to close Isla Blanca Park for renovations beginning Oct. 1, 2025, and reopen Oct. 1, 2026, displacing roughly 600 RV spaces used by winter Texans. Visit South Padre Island board members urged staff to work with partners to publicize alternative lodging and explore transport or subsidy options for displaced visitors.",{"_33":89,"_35":36,"_37":38,"_39":90,"_41":91,"_43":92,"_45":93,"_47":94,"_49":95,"_51":96,"_53":97,"_55":56,"_57":58,"_59":98,"_61":62,"_63":64,"_65":99,"_67":68,"_69":70,"_71":72,"_73":74,"_75":74},6534343,"Board: spring break and Easter visitation rose in key measures; hotels reported flexible rates",487,1644000,2131000,"/Search/View?dp=1&key=3626919-291d6f8d8d58db37b1d56617c06c0abb&start=1644&end=2131","https://assets.pipeline.soar.com/3626919-291d6f8d8d58db37b1d56617c06c0abb/thumbnail_1644000.jpg","/articles/6534343/Texas/Board-spring-break-and-Easter-visitation-rose-in-key-measures-hotels-reported-flexible-rates","https://secure.pipeline.soar.com/6534343-5bd77dc9b88a0a776d1f565367827c4d/orig.mp4?Expires=1770409867&Signature=VbpJmyKgtqB2xckcwzGAgdl-dKm3T00eWRNbgH4WKJL2fv9trLVtjQOf-dcZgg3uL-i7ZfM-unkDEUg7nW6t7vqx00MHHQ3fWqTKduR3z99oJB8ovwkFpHmkrKnnw5aZseLqQmLB4HvMmBgPtG2ze0RnIaOic9Eilu6rvCoCvtWPNBUAVq8vF6Izb3cjKdH83jz7YnXsBPq24qWmB0S4OmS~Bear7a1VCayTFgDbnxcvU5vtaT2jIMK1STlXhL43QRLm2gVq9Tx3y~dXU2t36KB4OJ0OJDykP7Ro9PTHqP8LNVDHKSgwHNeX9gnWYMiVOhdURtKDNIBGwgqNFExexA__&Key-Pair-Id=KUT5TJCACFTXG","April Romero, senior marketing communications manager for Visit South Padre Island, presented a recap of spring break 2025 and Easter 2025, telling the board that hotel and motel occupancy for the spring period reached about 76% and vacation rentals averaged about 80%.

\"Occupancy for hotels and motels were at 76%. That was up 6.25% from last year and vacation rentals was 80%,\" Romero said, summarizing April performance and noting that indicators showed increases from markets including San Antonio, Brownsville, Minneapolis and Chicago.

Romero and other staff said the April month performed well despite the absence of the SpaceX launch and Semana Santa timing that benefited the prior year. Staff cited positive year‑over‑year trends in RevPAR, ADR and occupancy for April, and noted OTAs (online travel agencies) played a larger role in bookings as the DMO expanded partnerships.

Board members and hoteliers reported different operational experiences: Tom Goodman said he saw slower site performance and that hotels had to be \"nimble with their rates,\" and another board member noted some hotels lowered rates to drive occupancy. Staff recounted that events such as the convention center's large rental and weekend programming helped deliver overnights and that family visitation increased, including more visitors from Houston.

The board discussed planning and outreach improvements for next year's spring break, including earlier workshops with local businesses, clearer messaging for small business partners and use of the updated website to highlight packages, attractions and family activities. Romero said the new website and improved SEO are already driving increased organic searches for spring break and family content.

Ending: Staff said they will continue to refine year‑over‑year benchmarks, share more timely collection figures for hotel occupancy tax and schedule a pre‑season workshop with island businesses to coordinate messaging and shoulder‑season strategies.","Visit South Padre Island staff reported higher occupancy in April and a positive Easter weekend compared with the prior year, with hotels reporting increased occupancy but some downward rate pressure; staff recommended earlier coordination with local businesses for next year's spring break planning.",{"_33":101,"_35":36,"_37":38,"_39":102,"_41":103,"_43":104,"_45":105,"_47":106,"_49":107,"_51":108,"_53":109,"_55":56,"_57":58,"_59":110,"_61":62,"_63":64,"_65":111,"_67":68,"_69":70,"_71":72,"_73":74,"_75":74},6534348,"Greenhouse touts early gains for South Padre summer media campaign; photo shoot set for mid‑June",257,1361000,1618000,"/Search/View?dp=1&key=3626919-291d6f8d8d58db37b1d56617c06c0abb&start=1361&end=1618","https://assets.pipeline.soar.com/3626919-291d6f8d8d58db37b1d56617c06c0abb/thumbnail_1361000.jpg","/articles/6534348/Texas/Greenhouse-touts-early-gains-for-South-Padre-summer-media-campaign-photo-shoot-set-for-midJune","https://secure.pipeline.soar.com/6534348-de4c6ee6a4d1d0dddeddc26f82cc94cf/orig.mp4?Expires=1770409867&Signature=ng79QyYfriHKr0E6M7VsDqGeD0qwrI5nudaGhi9EiERUW0BpjUtFj4R~k7h7KU48rRl4mW2P9nQ2MJT1SIOSYI6A2GosihW1SODvEt-i07UFEXEgzwjjfZXEBjJ0xc7ilPD2xH8j~7M3VyzzD-6qdeiqta5SD9TtHsbAszhqPA0SCKRQW-UXwt4WirH~mq~-hWtJNRzmta4qijUdyvDohVRGMJ~qMn2Xc2~K~zdV2LKDCJDjpaaA5ubGGhg9~KwwPDwKTEbjO1yhAruqMZzNsSe6Yx5uW0knBsbWgu5IFwueUnyXJmsqdoa3Bn3Z2HP3PxfYSQmiBe5gCyfg3cfiHQ__&Key-Pair-Id=KUT5TJCACFTXG","Greenhouse presenter Casey, speaking to the Visit South Padre Island board during the item 5.1 presentation, said the summer campaign was designed to drive immediate bookings rather than broad branding.

Casey, a lead presenter from the Greenhouse marketing agency, told the board the April portion of the campaign produced \"9,300,000 impressions, 315,000 clicks that was resulted in 316,000 sessions\" and that partners such as Sojourn and Expedia contributed about \"681 room nights.\" He said the team was tracking \"partner outbound referrals\" — clicks from the destination website that Greenhouse treats as leads — and recorded roughly 15,000 of those in April.

The results matter because the bureau shifted budget and tactics toward higher‑intent, trackable digital placements and close‑in drive markets, Greenhouse said. \"We prioritized drive market,\" Casey said, adding the campaign leaned on social, search and OTA (online travel agency) partners to reach travelers close to booking.

Greenhouse highlighted platform performance: social produced about 3,000,000 impressions and 246,000 clicks with a high click‑through rate; search and Google Performance Max returned lower conversion rates but a low cost‑per‑click (Casey reported a 17'cent CPC from Performance Max); and OTAs generated impressions and gross bookings — Greenhouse said Expedia drove roughly $190,000 in gross bookings attributed to the campaign.

Visit South Padre Island Director of Marketing Cindy Trevino and board members asked questions about website speed and attribution. Board member Tom Goodman told the presenter he had experienced slow page loads; Casey acknowledged some site functions and media assets \"need to be updated\" and said fixes are underway. Board member Sean said the 681 room nights cited by Greenhouse represent online bookings attributable to partners and not total bookings generated by the campaign; the presenters confirmed that point.

Greenhouse also described a planned five‑day photo and video shoot the week of June 16 to supply creative for the website refresh and an October campaign launch. Jay from Greenhouse said the shoot will capture beaches, water activities, the entertainment district, food and beverage, ecotourism and other island features. Board members stressed the need for distinctive imagery that clearly identifies South Padre Island rather than generic beach photos.

The presentation closed with Greenhouse saying it would deliver a first round of the next‑phase plan in the coming weeks and present in person at the July board meeting. Board members and staff asked Greenhouse to remain on the line for a later agenda item about winter Texans and park closures so the agency could hear that discussion and consider implications for messaging.

Ending: Visit South Padre Island staff and Greenhouse will continue to track month‑over‑month performance, refine attribution reporting and provide an updated marketing plan to the board at upcoming meetings; the agency will execute the June photo/video shoot to refresh site and campaign creative.","Agency Greenhouse reported a strong April launch for Visit South Padre Island's summer 2025 media plan, citing millions of impressions, hundreds of thousands of site sessions and a planned weeklong photo and video shoot the week of June 16 to refresh web and campaign creative.","actionData","errors"]

Article not found

Board approves event marketing allocations and an increased annual marketing budget

Board flags Isla Blanca Park closure; staff to coordinate outreach to displaced winter Texans

Board: spring break and Easter visitation rose in key measures; hotels reported flexible rates

Greenhouse touts early gains for South Padre summer media campaign; photo shoot set for mid‑June