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Staff says Dr Pepper partnership will include promotions and up to five special events a year
Summary
Parks staff described plans for marketing the tower, coordinating up to five special events per year with Doctor Pepper 7 Up, temporary attractions and sample products tied to home football games and a planned kickoff event around Oct. 17, 2026.
Staff described the agreement as a tourism and event partnership in addition to a branding contract, with the company and city coordinating on visitor guides, digital promotions and events beneath the tower.
“We are coordinating events... We are coordinating what it will look like underneath the tower,” the Parks director said, and staff added Doctor Pepper 7 Up may install temporary attractions and sample products aligned with home football games. Staff said the company could hold up to five special events per year that the city would coordinate with.
Staff also said the city would have rights to photograph and use images of the tower in tourism materials while Doctor Pepper retains control of the brand assets. Staff proposed designating the immediate area as a special‑use park with time limits and rules to manage events.
