Discover Odessa reports higher economic impact in Q3 2025 despite fewer events

Laura Martz, director of Discover Odessa, presented the office’s third‑quarter report to the City Council during the July 22 workshop, saying the city’s measured economic impact for Q3 2025 rose compared with 2023 even though overall attendance and the number of groups assisted were lower. Martz said the economic impact figures Count only out‑of‑town visitors (people arriving from more than a 50‑mile radius) and exclude local attendees. “In 2025, we had some high performing events … that had 90% of those people coming in from out of town and staying overnight,” she said. Martz showed the council a breakdown by sector and year: sports event economic impact rose from about $1 million in 2024 to a little more than $3 million in 2025, while attendee counts for the same sports quarter were roughly 800 fewer people in 2025 than in 2024, she said. She attributed the higher economic impact primarily to a larger share of overnight, out‑of‑town visitors and several first‑time or returning large events in 2025, including ticketed sellouts at the Coliseum. Martz also reviewed Discover Odessa’s digital marketing metrics, noting growth in newsletter subscriptions and digital campaign reach after a website relaunch. She reported progress on the SERP (sports event recruitment program), saying the office already had $30,000 in grants approved and that staff had paperwork that could add another $50,000 to support events this fiscal year. Council members asked for staff introductions and for further data breakdowns. Martz introduced her team: Erica (administrator), Theresa Vasquez (sports sales specialist), Amanda Johnson (group sales specialist) and Ashley (marketing communications specialist). The council asked if Discover Odessa can provide a clearer local vs. out‑of‑town attendee breakdown in future reports, and Martz said staff can produce that level of detail but warned it will substantially enlarge the report. Council members also asked about short‑term rental (STR) tax collection. Martz said staff have researched Granicus host‑compliance software and discussed options with other cities, noting Granicus can notify STR operators of local ordinance requirements and provide a platform for tax remittance, but that collection responsibility and implementation require staff and interdepartmental decisions. The presentation ended with council praise for the marketing team and direction that staff return with further detail if council wants a breakdown of local vs. overnight attendees and more information on potential STR collection tools.