Balch Springs EDC approves $5,750 share for Placer AI demographic services

At its July 21, 2025 meeting, the Balch Springs Industrial and Economic Development Corporation (Type A) board voted unanimously to approve funding not to exceed $5,750 for demographic-reporting services from Placer AI.

Staff described Placer AI as a vendor the city uses for real-time demographic and visitor data that helps the city and economic-development staff market to retailers and track event attendees. The total contract cost is $23,000; staff said the cost will be split roughly equally among the EDC Type A board, the EDC Type B board and the city’s tourism program funded by hotel occupancy tax (HOT) receipts. "This is the marketing tool that we utilize to say, who's our target audience?" a staff presenter said.

Rebecca Osteen described how the reports show traffic, median incomes and other consumer metrics that staff use in recruiting retail and pitching at trade shows. On data collection methods, staff said the vendor uses cell-phone location data to estimate attendee counts and movement patterns.

A motion to approve funding for Placer AI services for up to $5,750 passed on a roll-call vote: David Ruffino — yes; Ivan Guel — yes; Gwendolyn Gardner — yes; Brandon Jackson — yes; William Tobel — yes.

Why it matters: staff told the board the reports aid recruitment of retailers and provide data for tourism and event planning. The city will continue to share the contract cost across boards and HOT-funded tourism services.

Ending: The board approved the allocation and staff will budget the amount under contracted services for the upcoming fiscal year.