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Tomball approves $53,147 TEDC grant for Heart of Tomball Alliance to boost downtown events and add circulator
Summary
The Tomball Economic Development Corporation will reimburse Heart of Tomball Alliance up to $53,147 for marketing, event materials, website work and a circulator shuttle for several Shop & Stroll events; council approved the TEDC-funded, performance-based grant 5-0 after discussion about membership, safety and geographic reach.
The Tomball Economic Development Corporation (TEDC) will provide a performance-based grant of up to $53,147 to the Heart of Tomball Alliance to expand downtown programming, marketing and visitor circulation, the council approved unanimously May 4.
TEDC staff described the grant breakdown: about $22,900 for advertising and ad management, $14,000 for event materials and signage, $9,997 for website design and development, and approximately $6,250 earmarked for circulator shuttle service during four Shop & Stroll events. The grant is structured as reimbursement: the alliance must pay expenses up front and submit receipts for approval.
Heart of Tomball leaders told the council the alliance formed in 2023 as a 501(c)(6) and now counts about 39 member businesses governed by a seven-member board. Britney Johnson, vice chair, said the grant will help create sustainable operations, improve pedestrian safety during high-attendance events and provide a shuttle to move visitors across Old Town to reduce road crossing risks. "This grant is about creating consistency, improving safety, and building something that lasts," Johnson said.
Council members asked detailed questions about service area, membership and inclusivity. Alliance representatives said eligibility initially targeted Old Town brick-and-mortar businesses but the group has since expanded membership to include some nearby merchants; annual membership dues are $350. The alliance said the proposed shuttle route would circulate throughout downtown Old Town, with two buses rotating to connect Market Street, Commerce Street and nearby members.
Some council members urged ensuring grant dollars primarily benefit Tomball businesses and suggested city staff follow up on logistics such as stops and signage. TEDC staff said the circulator expense is included in the reimbursement request and that the TEDC would coordinate on performance metrics.
On a motion and second, council approved the TEDC reimbursement grant request 5-0. The agreement will require documentation of expenses and reimbursements as events occur.
