Trophy Club staff pitches hotel incentive program and highway signage to turn Explore Trophy Club visibility into bookings

Jill, a town staff member, told the Town Council workshop the Explore Trophy Club program was launched to “spotlight our town as a destination and drive business in.” She said the town completed a two‑year contract with Octagon Media, brought creative and digital content in house and has reached “over 2,000,000 people” through the campaign.

The proposal before council would shift Explore Trophy Club from a broad-awareness campaign to a more hotel‑focused,绩 in‑kind incentive model and targeted signage along State Highway 114. Staff described a tourism incentive program that would offer rebates and co‑branded marketing, plus subsidized signs to direct highway traffic to Trophy Club hotels. Staff recommended working with hoteliers to design “coop marketing programs” and to use hotel tax funding mechanisms as appropriate.

Why it matters: council members said the campaign’s visibility metrics are not enough for hoteliers, who want measurable increases in overnight stays and bookings. Turning impressions into “heads in beds” is a stated priority for the town’s economic‑development team and its hotel partners.

Staff presentation and next steps Jill said Octagon delivered brand development and early digital buys, and that the town has since “taken over management of creative design and digital content in house.” She told council that, while the campaign increased visibility, hotel partners asked for “more tangible tools like an incentive based program and strategic signage placements” to turn awareness into bookings.

Council discussion focused on program design and hotel buy‑in. Council member Ryland Roe (council member) asked whether the town had discussed the draft rebate program with hotel owners; Jill said she had sent the draft to hoteliers and received feedback from Raj and the general manager at the Aloft. Jill said staff will incorporate that feedback and bring a revised policy back to council for review.

Several council members urged including restaurants in the plan. Council member Gary Ash said, “The restaurant piece of it is critical,” and suggested vouchers or gift cards that hotels could distribute to guests to encourage dining locally. Council members also asked staff to seek participation rates from the hotels and to consider whether hotel occupancy‑tax (hot tax) funds could support vouchers tied to stays.

Program costs and signage Staff described a proposed signage subsidy in which the town would reimburse a portion of the cost for highway signs. Jill said the sign cost is approximately $5,000 per hotel and that the proposed reimbursement rate in the draft policy is 75%. She said the town would require the hotel to initiate the purchase and apply for reimbursement.

Timing and implementation Jill said she will meet with hoteliers and with Brandon (town staff) to revise the draft policy and that she expects to have a version for council consideration within about a month so it could be considered for fiscal year 2026 budgeting.

What was not decided No ordinance or formal policy was adopted at the meeting. Council directed staff to continue working with hoteliers and to return with a revised draft. Details such as exact rebate formulas, eligibility criteria, and any use of hotel occupancy tax funds were not finalized.

Ending Staff will return to council with a revised tourism incentive policy that incorporates hotel feedback and with options for strategic signage placement and coop marketing; council members asked staff to include participation goals and examples of voucher mechanics when the proposal returns.