The Sugar Land 4B Corporation Board voted to approve a marketing sponsorship agreement to support programming at Sugar Land Town Square, with the board adding a requirement that the Town Square Property Owners Association match the city’s spending.

Staff presentation: Emily told directors that the city’s Tax Increment Reinvestment Zone (TIRZ 1) that previously supported Town Square programming is nearing expiration in December 2025 and that the sponsorship would fund curated, high-impact event days to sustain retail foot traffic. "So we are requesting a $250,000 sponsorship agreement to support Reebes events programming," Emily said, describing a plan for 24 programmed event days and marketing deliverables including monument and LED signage, stage recognition, co-branded content and annual reporting on visitation and business engagement.

Funding and matching: Board member Sanjay asked why the 4B would fund 100% rather than a 50% match under the prior TIRZ model. A POA/Reebes representative said the POA would contribute about $344,000 for fiscal 2026 and that the requested $250,000 from 4B does not reflect a reduction in POA contribution. After discussion, a board member moved to approve the agreement with added language requiring the POA to match the 4B spending; the motion carried.

Terms: staff described the agreement as an annual $250,000 contract effective through Sept. 30, 2026, with automatic renewal for up to two additional years unless either party gives notice or funding is not approved. Payment is tied to invoicing and documentation of eligible event spending; termination for breach and repayment provisions are included.

Rationale and ROI: staff and POA representatives cited past events that produced direct retailer benefits (increased calls, higher sales days) and argued the sponsorship supports both economic development and quality-of-life objectives. Board members asked for reporting metrics and enforcement language; staff said marketing deliverables, audience metrics and ROI reporting will be included in the sponsorship terms.

Next steps: the board approved the amended sponsorship agreement and staff was instructed to finalize contract language including matching provisions and to monitor deliverables and reporting metrics.