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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 whom were nonresidents, and an estimated $210,000 in sales and mixed-beverage tax revenue attributed to the event. Staff said those tax gains came with roughly $166,000 in direct operations costs for the city, and that staff will continue refining methods to measure the event’s economic impact.
Assistant city staff and marketing leads described promotional details: an event website that aggregated more than 200 activities, use of a messaging platform (Hello Lampost) that recorded about 21,000 messages and 5,000 users, paid influencer marketing by Discover Denton, and placements on regional billboards and radio.
Staff said private businesses reported increased sales — city-provided figures showed downtown retailers and food-and-beverage categories up double digits over prior Octobers — and cited local examples such as Denton County Brewing selling multiple limited beers tied to the event. Pack and other staff also highlighted volunteer contributions, including an organized volunteer group (North Texas Ghostbusters) that logged about 1,500 volunteer hours.
Why it matters: staff said the pilot fulfilled several goals in the city’s public-art and placemaking policy by increasing downtown activity, showcasing local artists and supporting businesses during times they would otherwise be closed. Council members asked about parking, hotel occupancy and whether core installations would be repeated in 2025; staff said hotel occupancy showed flat monthlong numbers in one data set but overall marketing and travel-package efforts will be emphasized in 2025.
Next steps: staff proposed several follow-up actions for 2025: aim for cost recovery, submit a funding request to the city’s Community Partnership program, finalize sponsorship packages, incorporate improved wayfinding and crowd-dispersion planning, and consider a potential state designation for the festival if it expands. Staff said they would also try to concentrate events into weekend experiences to encourage longer stays.
Council response: council members applauded staff for the pilot and encouraged improved traffic and parking planning, expanded volunteer programs and clearer business toolkits so more merchants could participate. One councilor asked staff to return with more detailed reporting on hotel usage and the geographic origin of visitors.
Ending: staff asked council for continued direction as they evaluate funding options including sponsorship and a possible community partnership request to support the program in 2025.
