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Frisco residents urge more flexible relief as digital gift-card program shows early sales but low redemptions
Summary
Downtown business owners and residents told Frisco City Council the city's gift-card relief and marketing programs are helpful but limited, citing redemption timing and participation issues; staff reported $481,700 in digital gift-card sales and questions remain about further support for affected businesses.
Frisco residents and business advocates pressed the City Council on Nov. 18 to adjust relief efforts for downtown merchants still coping with Main Street construction. At citizen input, Scott Hoffner warned that the city's digital cards lack final expiration dates, meaning purchasers "may not be used for 2 more years," and urged more flexible uses for marketing and CDC grant funds to help businesses cover vendor debts.
City staff presented performance numbers that show strong buyer interest but sparse near-term redemption. Ben, a city staff member reporting on the Rail District promotion, said the digital gift-card program has sold $481,700 in cards (including a 50% CDC match) with $72,000 redeemed so far. He reported roughly 3,700 digital cards at an average face value of about $130 and said blue and copper physical-card redemption rates were about 22.5% and 14%, respectively. Staff also noted the copper cards expire in January and that approximately $90 remained in matching funds.
"If there is ever a time and place where the CDC votes on the opportunity to finish this job, with everybody in it together, those grants would be extremely helpful," Hoffner said during public comment, urging fewer restrictions where possible. Multiple downtown business owners and residents, including Paul Jessen and Derek Sims, described the downtown operators as "good" and called on the city to promote the area as construction winds down.
Council members asked staff why relatively few businesses applied for a $3,000 marketing allowance; staff clarified the program pays the allowance up front rather than as a rebate, and businesses must reference the Rail District in their marketing to qualify. Councilmember questions focused on whether the program's design or outreach limited participation.
The council did not adopt new relief policies at the meeting but discussed next steps; several members indicated they want to consider further incentives or adjustments to improve participation and near-term merchant benefit. The council approved routine consent items and later tabled unrelated appraisal-district ballot items to a future meeting.
What's next: staff said they will reassess the marketing grant after the application period and will issue a press release and outreach to encourage remaining purchases and sign-ups for digital and copper cards.
