PILLAR: Vibrant
AGENDA DATE: March 25, 2026
COUNCIL DISTRICT(S): 7
DEPARTMENT: Park & Recreation Department
PRIORITY: N/A
______________________________________________________________________
SUBJECT
Title
Authorize (1) a fifth third amendment to the agreement with The Dallas Convention and Visitors Bureau, dba VisitDallas, to allow VisitDallas to provide turnkey booking, and sales, and other enhanced services for at Fair Park for a two-year term; and (2) the receipt and deposit of estimated annual revenue funds of $3,050,000.00 from The Dallas Convention and Visitors Bureau, dba VisitDallas into the Fair Park Fund - Not to exceed $2,439,500.00 - Financing: Fair Park Fund (subject to annual appropriations) (see Fiscal Information); Revenue: Fair Park Fund $3,050,000.00
Body
BACKGROUND
Since September 25, 1996, VisitDallas has provided convention facility promotion, advertising and tourism development services to the City.
On September 9, 2015, the City Council authorized a contract with a primary term of five years with one three-year renewal with VisitDallas, by Resolution No. 15-1666 and was amended and restated in accordance with Resolution No. 19-1802.
On June 10, 2020, the City Council authorized exercise of the City’s first renewal option of five years with VisitDallas to extend the term of the contract through September 30, 2025, by Resolution No. 20-0938.
On June 25, 2025, the City of Dallas temporarily ceased enforcing its Business Inclusion and Development (BID) Policy requirement, including W/MBE subcontracting goals until further notice, by Resolution No. 25-1081.
On June 25, 2025, the City Council authorized exercise of the City’s second renewal option of three years with VisitDallas to provide advertising services and to conduct solicitations and promotional programs to attract tourists and convention delegates or registrants to the City of Dallas for an additional three year period, through September 30, 2028, with the City reserving the option to undertake a portion of such activities that in the City’s discretion may be necessary or convenient to its operations, by Resolution No. 25-1031.
On September 15, 2025, the City of Dallas terminated the Fair Park First (FPF) for the management and operation of Fair Park for the Park & Recreation Department (PKR). With the termination of the FPF agreement, any service agreement with FPF, including hospitality services, were also terminated.
VisitDallas is an independent, not-for-profit sales and marketing organization that promotes Dallas as a premier destination for both business and leisure travel. This organization books meetings and conventions, major sporting events, television and commercial productions as well as leisure groups, student groups and tradeshows. VisitDallas is currently contracted by the City of Dallas.
VisitDallas will provide turnkey booking and sales service for at Fair Park. These services will include:
• Event and client research
• Client identification and outreach
• Negotiation of full event terms
• Preparation of final term sheets with clients
Fair Park Management City of Dallas and VisitDallas will mutually agree on annual Key Performance Indicators based on revenue targets and facility usage rates. The fee paid to VisitDallas in the amount of $1,219,750.00 will include staffing (up to 5 positions) and other associated costs to perform the turnkey sales, booking, and marketing services. In return, the City will receive 100% of revenues from events sold. Based upon historic event bookings this will be a significant revenue generating contract for Fair Park.
PRIOR ACTION/REVIEW (COUNCIL, BOARD, COMMISSIONS)
On September 9, 2015, the City Council authorized a contract with a primary term of five years with one three-year renewal with VisitDallas, by Resolution No. 15-1666 and was amended and restated in accordance with Resolution No. 19-1802.
On June 10, 2020, the City Council authorized exercise of the City’s first renewal option of five years with VisitDallas to extend the term of the contract through September 30, 2025, by Resolution No. 20-0938.
On June 25, 2025, the City of Dallas temporarily ceased enforcing its Business Inclusion and Development (BID) Policy requirement, including W/MBE subcontracting goals until further notice, by Resolution No. 25-1081.
On June 25, 2025, the City Council authorized exercise of the City’s second renewal option of three years with VisitDallas to provide advertising services and to conduct solicitations and promotional programs to attract tourists and convention delegates or registrants to the City of Dallas for an additional three year period, through September 30, 2028, with the City reserving the option to undertake a portion of such activities that in the City’s discretion may be necessary or convenient to its operations, by Resolution No. 25-1031.
On December 10, 2025, the City Council adopted the Developing Regional and Inclusive Vendor Enterprises (DRIVE) policy to expand Small Business Enterprise (SBE) participation in contracting opportunities by Resolution No. 25-1879.
FISCAL INFORMATION
|
Fund |
FY 2026 |
FY 2027 |
Future Years |
|
Fair Park Fund |
$1,219,750.00 |
$1,219,750.00 |
$0.00 |
Estimated Annual Revenue: Fair Park Fund $3,050,000.00
MAP
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