Parade of Hearts offers regional tourism platform; Raymore asked to join $10,000 TC3 program

Parade of Hearts representatives asked the Raymore City Council on March 17 to join TC3, a regional tourism, collaboration, communication and coordination program tied to the 2026 Parade of Hearts, and to signal interest by an April 30 deadline. Lauren Palmer of EverStrive Solutions, contracted by Parade of Hearts to present for executive director Jen Nusbeck, described the program and the city’s options.

Palmer said the TC3 package gives participating municipalities a seat on a coordinating task force and administrative access to a web-based mobile platform that will centralize events, attractions and promotions for the Kansas City region. "Participating cities secure eligibility to promote businesses, tourism assets, and events within their corporate boundaries," Palmer told the council.

Palmer said the task force will meet about three to five hours per month starting in May and continuing through the parade’s conclusion in September 2026. The platform is scheduled to go live in April 2026 and will include automated calendar integrations, a back-end communications portal, an analytics dashboard and interactive GIS mapping to help users plan visits to Parade of Hearts sculptures and nearby attractions.

Why it matters: the 2026 FIFA World Cup will bring unprecedented global attention to the region, and Parade of Hearts aims to use that attention to drive visitors to local businesses and cultural sites across participating cities and counties. Palmer described TC3 as a way to reduce fragmented marketing and “drive arts enthusiasts to nearby attractions through targeted promotions.”

Cost and commitments: Palmer said participation requires a one-time $10,000 payment per community (the payment is due by the end of the calendar year) and an acknowledgement of interest by April 30. She described the $10,000 fee as "the lowest possible entry cost that the Parade of Hearts felt like they could offer while bearing the full financial risk" of developing the app and supporting the task force. Parade of Hearts estimated the tourism return-on-investment could be "upwards of $75,000," according to Palmer.

Council questions and clarifications: Councilmembers asked whether TC3 guarantees placement of a Parade of Hearts sculpture in Raymore; Palmer replied, "That's correct... There's no guarantee of that." Members also asked about multilingual support for the app, coordination with KC 2026, and whether counties could participate on behalf of cities. Palmer said multilingual support was under consideration but not finalized and that Parade of Hearts had discussed the effort with KC 2026 but was operating independently. She said counties that participate may promote county-owned assets and unincorporated-area businesses, but if Cass County opted in and Raymore did not, the app would not show City of Raymore assets under the county’s participation rules.

Next steps: Palmer said Parade of Hearts is asking cities and counties to opt in by April 30 and to designate a representative to the task force; communities may delegate the seat to a partner organization such as a visitor bureau or chamber of commerce. Palmer encouraged jurisdictions to consider creative partnerships if the $10,000 fee is a barrier.

Palmer closed by offering to follow up with questions she could not answer directly and to provide materials to the mayor and staff.

The council did not take a formal vote during the work session; the presentation was informational and council members were asked to consider whether Raymore should make the April acknowledgment required to participate.