Stafford council directs public works to pursue wayfinding signs using hotel-occupancy tax funds

The Stafford City Council on March 19 voted unanimously to direct the public-works director to engage a wayfinding company and begin work on city-branded directional and visitor signage funded with hotel-occupancy tax (HOT) dollars.

Council members said HOT revenue has grown and that state law restricts hotel-occupancy tax to uses that promote tourism. Councilman Herrera and others described the program as a chance to buy and install attractive signs that would direct visitors to Stafford’s civic center, parks, shopping areas and other attractions ahead of major regional events such as the World Cup. "The language from the controller's office to use HOT funds is signage directing tourists to sites and attractions that are visited frequently by hotel guests and the municipality," the city’s public-works director said.

Staff advised council that signs placed in city right-of-way are controlled by the city, but signs in state-controlled right-of-way — for example, on state highways — will require TxDOT review and approval and must meet state safety standards (for example, breakaway or non-immovable supports). The city also noted some types of signs and locations may need TxDOT district-engineer approval and can impose additional design requirements.

At the meeting, residents and hotel-industry speakers recommended using HOT funds not only for signage but for related tourism materials such as printed brochures, visitor guides, or promotional partnerships. A public speaker with hotel-industry experience suggested forming a local committee or engaging lodging associations to help prioritize attractions and identify lodging-driven metrics for the signs.

With the vote, council instructed the public-works director to identify vendors and procurement routes (cooperative purchasing or RFP) and to return with design options and budget information to the finance committee or council as appropriate.