Dalhart leaders debate EDC marketing plan amid XIT branding and tourism push
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Summary
At a May 19 special meeting the Dalhart City Council and Economic Development Corporation discussed a new marketing campaign aimed at getting highway travelers to stop in Dalhart, while XIT directors and ranch owner Drew Knowles discussed use of the XIT name and a mayoral proclamation honoring the XIT Rodeo.
Mayor James Stroud opened a May 19 special meeting of the Dalhart City Council by recognizing volunteers and presenting a proclamation honoring the XIT Rodeo and Reunion, then the council and the city's Economic Development Corporation discussed a new marketing campaign and use of the XIT name in promotional materials.
The discussion mattered because council members and EDC leaders said increasing visits from highway traffic would increase sales tax revenue that supports city services. An EDC presenter said the campaign is intended to "enhance marketing efforts to attract visitors to Dalhart and encourage them to spend time in our beautiful city." Mayor James Stroud read a proclamation that included the line, "I, James Stroud, mayor of City Of Dalhart, proclaim 04/26/2025 as XIT rodeo day." The council recessed briefly for photos with XIT directors.
Drew Knowles, who said he and his wife repurchased original XIT ground in the Bridal Blanca division in Channing and operate the XIT Ranch, told the council he and his family are "proud to run XIT branded cattle and horses right here in the Panhandle, right where it all started." Knowles said he is trademarking XIT and told the council he "wants City of Dalhart to use that anywhere they want," adding the offer would be documented in writing.
EDC members and councilors discussed disagreement about how the marketing work was presented to the full council. One councilor said the campaign "came as a blind side to everybody on this council except for those who had been in EDC meetings with that," and questioned whether some marketing duties belong to the Chamber of Commerce or a future Main Street director rather than the EDC.
EDC presenters and councilors cited a 2014 study used in prior planning that estimated shifting 1% of highway travelers into Dalhart would yield over $1 million in additional sales tax (the study and figures were cited by meeting speakers). EDC presenters said the city has placed multiple billboards and intends to use rotating messages for events; one speaker described two billboards on Gordons property, an additional north-side billboard and two at the new emergency response center.
An EDC representative said monthly reporting to the council would resume: "whoever the director is or whatever, once a month will report to this council on everything that's going on." Councilors and EDC members also agreed to add "Home of the XIT Rodeo and Reunion" to the bottom of a planned billboard, according to remarks at the meeting.
The council and EDC participants emphasized cooperation with volunteer groups. Several speakers praised XIT volunteers and local civic organizations for sustaining the rodeo and related heritage events.
No formal vote on the marketing plan was recorded in the meeting minutes provided; the discussion included directions for staff and the EDC rather than final legislative action.
