[{"_1":2,"_86":-5,"_87":-5},"loaderData",{"_3":4,"_25":26},"root",{"_5":6,"_17":10,"_18":19,"_20":21,"_22":10,"_23":-5,"_24":-5},"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","routes/v2/article/layout",{"_27":28,"_29":30},"notFound",true,"relatedArticles",[31,74],{"_32":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":67,"_71":72,"_73":72},"mediaId",6484535,"mediaKeyId","5675617-ab903f089ee76562c31197c7f42d814a","parentId",5675617,"title","Visit McKinney presents geolocation analysis of CJ Cup; hotels saw higher out-of-area stays","audioSeconds",465,"startMs",1954000,"endMs",2419000,"viewUrl","/Search/View?dp=1&key=5675617-ab903f089ee76562c31197c7f42d814a&start=1954&end=2419","thumbnailUrl","https://assets.pipeline.soar.com/5675617-ab903f089ee76562c31197c7f42d814a/thumbnail_1954000.jpg","articleUrl","/articles/6484535/McKinney/Collin-County/Texas/Visit-McKinney-presents-geolocation-analysis-of-CJ-Cup-hotels-saw-higher-out-of-area-stays","mediaUrl","https://secure.pipeline.soar.com/6484535-a567d7ffd4a0c6cad1126e67346a468b/orig.mp4?Expires=1769748692&Signature=I2hYYe0QY4OuSMzQ5ftNR7c8O64Pdk-y5pS26TzFp4XRphozaIV4mdi4Z7DXHvh89JqzK~aKNSMBec4D3hTxwhMN33JpsLQdL4dlXo293mujaB8bjDUrwxNJTkN5LKICE-x0xqxMkyq8JQ6w6dayNcqQu1QAqYWN8glXqXGF7VztaV2aTlDrl8j~W6BsA3UYpj67p9B117saWaBPA~tPmpAYZQep-AnlO~Gpk79JW7usCTXw5h0MuWqyEVcKs268hEur6tWhCQ8qVstUH4yrZMPloLw2FZmFTK0J2u8Ucp9KVTI-Fn-r-6vhWEeq8E~B13UMC7p-T9rfgn1hNkh33g__&Key-Pair-Id=KUT5TJCACFTXG","author","McKinney","date","2025-08-26T00:00:00Z","article","Visit McKinney staff presented geolocation and visitor-spend data from Zartico comparing the CJ Cup weeks in 2024 and 2025 and described an increase in out-of-area visitation and a higher share of spending on lodging during the 2025 event.

\"This year, visitors accounted for a larger share of total spend,\" Erin Wharton, executive director at Visit McKinney, told the board. She said out-of-state visitors increased to about 57% of visitors in 2025, up from roughly 52% in 2024. Wharton said the accommodation sector showed a notable change: about 94% of accommodation spending in 2025 came from visitors (people living 50 miles or more away), a 5-percentage-point increase year over year.

Wharton described the dataset as visitor-focused (visitors defined in the presentation as people coming from more than 50 miles) and said it is the board’s second year using Zartico geolocation tracking to inform marketing. \"When we use Zartico geolocation data, we are looking at visitor-specific data,\" she said, noting the board planned to use results to guide targeted marketing and leisure campaigns in submarkets showing increased interest.

Board members asked whether the dataset included an overall dollar-value economic impact. Wharton said the Zartico extract presented did not include a dollar-value impact and that staff could pursue a deeper economic-impact report from the tournament organizers or other sources. \"I don't have a dollar value in this data,\" she said.

The presentation highlighted changes in origin markets: some out-of-area markets, such as Shreveport and Chicago, increased their share year over year. The data also identified the most-visited points of interest within McKinney during the event, including restaurants and lodging properties; Wharton noted the dataset’s geofencing was limited to McKinney city limits and that Zartico does not, in this presentation, trace visitor movement outside the city footprint.

Staff told the board they will share these findings with the tournament’s marketing team and consider using the insights to shift digital advertising buys to draw more overnight visitors from growing out-of-area markets.","mediaType","Video","parentTitle","McKinney - Visit McKinney","oneSentenceSummary","Staff presented a Zartico geolocation analysis comparing CJ Cup visitor patterns in 2024 and 2025, finding a rise in out-of-area visitors and an increased share of spending in accommodations. Staff said the dataset did not include a dollar-value economic impact estimate.","taxTitle","McKinney, Collin County, Texas","taxId",2778,"location","headline","","shortSummary",{"_32":75,"_34":35,"_36":37,"_38":76,"_40":77,"_42":78,"_44":79,"_46":80,"_48":81,"_50":82,"_52":83,"_54":55,"_56":57,"_58":84,"_60":61,"_62":63,"_64":85,"_66":67,"_68":69,"_70":67,"_71":72,"_73":72},6484540,"Visit McKinney board approves FY 2026 operating plan; city council to consider adoption Sept. 2",435,1539000,1974000,"/Search/View?dp=1&key=5675617-ab903f089ee76562c31197c7f42d814a&start=1539&end=1974","https://assets.pipeline.soar.com/5675617-ab903f089ee76562c31197c7f42d814a/thumbnail_1539000.jpg","/articles/6484540/McKinney/Collin-County/Texas/Visit-McKinney-board-approves-FY-2026-operating-plan-city-council-to-consider-adoption-Sept-2","https://secure.pipeline.soar.com/6484540-eca29c0961a0ea7ef174f7a80827f582/orig.mp4?Expires=1769748692&Signature=hNg4m5NmyafspUbj3volTncsWqy5o8trNt~lCo-2kdvyxYFVqeKlkY9P7wITC3pZGvzQtr87q9B4D0EbnsN8dxMm5-XrQJ7fnuZzsS-hWn6nUgeVzc404k5TTYEcGw0LN6KfrRFfs1zOMxi5zsawOK8UXKukYUpU0czPu~crDgpHY4RGbfZPjcB1Py~Ue3Nas5nzAtLx1FM18OjeNq0W-0QFd6fMisy2qdaiJpxJJZf3uxkpSdl5SSumNkFNYWzNcPSwQm8UIRuGGqN-a-O-AkI3rbe8BXlGmDpkrVfXcoNm5fWz02jVY6EjsV3NCAIg4ESGaO6wIIZomIma9CoWUA__&Key-Pair-Id=KUT5TJCACFTXG","The Visit McKinney board voted to approve its proposed fiscal year 2026 operating budget during its Aug. 26 meeting, advancing the agency's spending plan to the city manager and city council for final consideration.

Erin Wharton, executive director of Visit McKinney, told the board the organization expects hotel-occupancy-tax (HOT) collections to remain near $3.3 million for the year and that the Visit McKinney operating budget would increase by roughly $177,000 — from about $1.55 million to about $1.72 million. \"Under the state, Texas state law, it is heavily governed on how you can spend that money,\" Wharton said, describing the legal restrictions on HOT expenditures and the requirement that each use meet statutory categories.

Wharton said the board submitted three supplemental requests this budget cycle: an increase for marketing and promotions, office reconfiguration to accommodate staff changes, and added travel and training for sales staff. She said the city manager's office recommended $115,000 in new funds; staff presented that recommendation as including $34,000 for travel and training and the remaining amount to be applied to marketing. Wharton said marketing remains the largest line item and that staff view increased marketing spend as necessary to sustain destination growth as new hotel rooms come online.

Board members discussed the timing and review process for finance reporting under new legislative-driven deadlines and the city's plan to shift reporting to be presented in arrears. Alicia Holmberg, finance committee chair, noted the board is currently about 83% through the fiscal year and that occupancy and revenue metrics showed a strong June, with year-to-date projections unchanged at about $3.3 million in HOT collections.

A motion to adopt the Visit McKinney FY 2026 budget as submitted to the city manager carried after a voice vote. The meeting record shows the motion was made from the floor and seconded; the board chair declared the motion passed after members indicated verbal approval. The board did not provide a roll-call tally in the meeting transcript.

The Visit McKinney board's approval forwards the budget to the city manager and then to the McKinney city council for final adoption; staff said the council is expected to hold public hearings and vote on the city budget on Sept. 2.

Wharton stood for questions after the vote and thanked staff and committee members for their work on the proposal.","The Visit McKinney board approved its fiscal year 2026 operating budget and supplemental requests, recommending an increase in marketing and modest travel and training funding. The item will proceed to the city manager and city council, which staff said is scheduled to act Sept. 2.","actionData","errors"]

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Visit McKinney presents geolocation analysis of CJ Cup; hotels saw higher out-of-area stays

Visit McKinney board approves FY 2026 operating plan; city council to consider adoption Sept. 2