Downtown PID seeks $220,000 from city to expand events and launch “Mammoth Jack” brand

Downtown Plano’s Public Improvement District requested $220,000 in city support to expand downtown events and create a branded attraction called “Mammoth Jack,” asking council to contribute $100,000 to the PID, fund a $100,000 contract event coordinator to produce a new festival and monthly events, and replace $20,000 in PID consulting fees that were lost after some downtown property owners did not renew PID participation.

Bonnie Shea, chair of the downtown PID, told council that the PID was restructured in 2023 and stakeholder contributions dropped from about $150,000 to $75,000, and said the requested city contribution of $100,000 represents an additional $50,000 above recent city support. Shea said the PID expects the first Mammoth Jack festival to draw about 10,000 visitors and would build a Mammoth Jack brand tied to downtown history; she proposed that the Art Centre of Plano (a local 501(c)(3)) hold licensing and merchandising proceeds.

Shea described three proposed recurring events: monthly art-and-wine walks, an expanded Night Out on Fifteenth Street, and the annual Mammoth Jack festival timed near National Donkey Day in May. She said the PID would use carryover funds and city supplements to stage an initial Mammoth Jack festival in 2026 and would present performance indicators and annual progress reports to council.

Council members responded positively to the concept and suggested ideas to increase foot traffic downtown, including bringing additional signature events and exploring parade routing, and encouraged coordination with ongoing downtown public-space projects. The PID’s request will be considered as part of the city’s budget deliberations; any city contribution would be formalized in a contract specifying deliverables and reporting.