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Tourism staff report record room nights and 52,000 attendees for 2024 events; pickleball drove lodging
Summary
City tourism director reported rising hotel‑motel revenues, a large 2024 pickleball event with more than 52,000 total attendees and ongoing recruitment of corporate loyalty partners; expenses and room‑night counts were presented as preliminary, unaudited figures.
Perla Tavera, director of economic development, tourism and planning for the City of Farmers Branch, briefed the council on tourism activity and hotel‑motel fund results. Tavera said tourism work is fully supported by hotel‑motel tax revenue and that the city’s hotel‑motel revenue projection was 3.1 (units not specified in the presentation) with unaudited receipts about 3.5 (units not specified). She credited the April 2024 eclipse and a fall pickleball series among the top drivers of increased occupancy.
Tavera said the tourism team supported roughly 122 events or…
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