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City staff says 31 Days of Halloween drew visitors and tax revenue; seeks sustainable funding
Summary
Parks and Recreation reported the monthlong 2024 "31 Days of Halloween" pilot drew roughly 662,000 downtown visits, about $210,000 in city sales and mixed-beverage tax revenue, and substantial volunteer support; staff told council they will seek ongoing funding and sponsorships to make the program cost-neutral in 2025.
Denton City Council heard a staff briefing Feb. 18 on the city’s 2024 pilot for “31 Days of Halloween,” a monthlong program of downtown events, displays and promotions that city presenters said drew a surge in visitor traffic and sales-tax revenue.
Parks and Recreation Director Gary Pack, who led the presentation, said the pilot combined “programming, placemaking and promotion” and relied heavily on volunteers, businesses and the city’s marketing team. “Parks build community,” Pack said, describing the neighborhood and business participation that produced temporary installations, artist projects, themed locations and volunteer hours.
City staff told council the marketing effort and community participation created what staff described as a viral response: roughly 662,000 downtown visitations in October 2024, about 60% of…
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