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Visit McKinney reports strong March tourism revenues and April digital growth; World Cup programming set for June
Summary
Alicia Holmberg and marketing staff said March hotel occupancy tax revenue was $278,358 (March occupancy ~70.54%), year-to-date HOT up 13.32%, and April web and social metrics rose; Visit McKinney plans World Cup activations and expanded downtown promotions.
Visit McKinney's finance and marketing reports showed generally strong tourism indicators for the spring. Finance Director Alicia Holmberg told the board that hotel occupancy tax (HOT) receipts for March were $278,358 and that March room-night metrics and occupancy (about 70.54%) trended positively, with March HOT up 18.3% year over year and year-to-date HOT up 13.32%.
Marketing staff reported April website active users and organic sessions increased, Tiny Doors and Arts in Bloom were top content, and social metrics improved with impressions up 34% and engagements up 19% year over year. The department also noted email campaigns maintain roughly a 50% open rate and a 20% click rate. Staff previewed the 'Summer of Soccer' World Cup promotion, noting plans to show all matches at Tufts Brewery and tiered event activations tied to marquee games.
Board members asked about hotel-specific occupancy trends and potential impacts from construction; staff said they would follow up with comparative occupancy data for specific properties. Visit McKinney said it will continue to coordinate promotions tied to airport service and upcoming event sponsorships.
