LAREDO, Texas — Tourism staff reported on recent marketing activities including the Laredo Taco Trail, pop-up shop events at City Hall and a stamp-based promotion involving nine participating restaurants.

Staff said the marketing team ran a social media campaign and surveys that generated about 300 responses to help select participating restaurants. Participants who collect stamps from the nine restaurants qualify for a limited-edition prize; staff described both physical and digital passport options and said restaurants signed participation agreements to offer discounts and stamping.

Board members asked how restaurants were chosen and about operational issues. Staff said some restaurants initially misused physical stamps (for example marking an X) or misplaced stamp materials; staff provided training and the stamps or digital access to each participant. One board member asked whether board members themselves could qualify for prizes; staff said online completion qualifies and the promotion is open to anyone.

Staff also described pop-up shop activity during National Travel and Tourism Week, outreach at the Border Heritage Museum and a partnership with the Webb County Heritage Foundation on a 270th-anniversary celebration. Staff said pop-up events at City Hall and the City Hall Annex produced direct sales of promotional items and increased awareness among residents who were already visiting city offices for other services.

Board members praised the marketing outreach but suggested expanding distribution of printed materials to hotel lobbies so visitors who do not come to the downtown CVB office can access maps and event information.

Staff did not propose new marketing expenditures at the meeting but said they will continue outreach and report back on participation and redemption rates.