Council reaffirms policy: no paid advertising of the San Marcos River; staff to emphasize stewardship

The San Marcos City Council on Aug. 5 reiterated prior direction that the city should not run paid advertising promoting tubing or celebratory ‘come see us’ messaging for the San Marcos River, and asked staff to continue focusing on education, stewardship and informational materials.

Assistant City Manager Rodney Gonzales introduced the work-session follow-up and said staff had been asked to balance prior council direction with the need to give visitors accurate information. Rebecca Ibarra, director of Destination Services, reviewed the history: a successful post‑flood 2015 advertising campaign increased visitation and later prompted council to pull back paid river promotion.

"That advertising campaign was very successful," Ibarra said, noting staff subsequently reduced paid promotion and, after 2017 council visioning, shifted advertising to non‑river themes while allowing limited shoulder‑season promotion for activities such as stand‑up paddling.

Council members praised the stewardship messaging and the city’s communications work but pressed staff on practical steps—signage placement, partnerships with retailers and outreach to visitors—so people know rules and where entry passes are required. Mayor Andreas asked staff to verify highway wayfinding and downtown signs so visitors are directed on the most appropriate routes.

Staff said most paid‑ad traffic points to official city web pages that list river rules, parking and managed‑access fees, and that new stewardship videos and blog content aim to reduce litter and unsafe behavior. Council acknowledged social media posts by others can promote the river unintentionally and asked staff to prioritize protective, educational messaging rather than promotional content.

The council did not take a formal vote; staff recorded direction to continue the existing approach and will follow up on specific requests such as wayfinding and signage placement.