Film commission and local media groups push Houston as production hub; new state incentives highlighted

Alfred Cervantes, executive director of the Houston Film Commission, and representatives of Southwest Alternate Media Project (SWAMP) and the Houston Cinema Arts Society told the council committee that Houston is positioning itself to attract more film, television and media production through promotion, workforce development and the new Texas incentive law SB 22.

Cervantes described the Film Commission’s mission: "We are here to promote and market the greater Houston area as a production destination," he said. He noted an above‑average local economic impact last year, which he quantified as about "$81,000,000" in local film spending, and said Houston’s diverse locations and proximity to Galveston provide a wide range of looks for productions.

Speakers from SWAMP and the Houston Cinema Arts Society outlined the Houston Media Conference, now in its third year, which the organizations said is growing from about 300 attendees in 2023 to an anticipated more than 1,000 in 2025. Katie Kriegen Rios of the Houston Cinema Arts Society and Randi Ramsey of SWAMP described a program of more than 100 panelists, a vendor floor that has expanded to include local studios and national equipment vendors, and sessions on financing, postproduction, distribution and the new Texas Moving Image Industry Incentive Program (SB 22).

Cervantes and conference organizers briefed the committee on SB 22: Cervantes called the measure a “game changer,” describing a dedicated incentive pool of $300 million every two years over a 10‑year period and saying the program makes long‑term planning for studio and series production more viable. Conference organizers said they will include sessions explaining SB 22 and practical steps to access rebate‑style incentives.

Local industry leaders asked the committee to support infrastructure for production. Ruth Villatoro, a producer and founder of the Houston Association of Producers, said the city lacks easily discoverable edit suites and other infrastructure used by incoming productions and invited council members to meet with the producers’ group. Speakers also described local workforce development efforts linking high‑school and university programs to production‑career pathways.

Committee members asked for budget detail and use of tourism/marketing dollars. Cervantes said the film commission maintains a line item within Houston First’s marketing budget used to advertise Houston to studios and to sponsor local organizations; he also said Houston First provides sponsorship funds to SWAMP and the Houston Cinema Arts Society. Council members requested more precise budget breakdowns and additional follow‑up on studio and infrastructure planning, including local projects such as Greenspoint redevelopment mentioned by staff as a proposed studio site.