County commissioners approved the Bandera County Convention and Visitors Bureau’s (CVB) proposed budget for 2024-25 and a contract renewal for the next operating year. CVB Chairman Greg Hicks presented an extensive report to the court on Oct 10, announcing a positive development in hotel occupancy taxes despite ongoing challenges. “Despite the continuing drought and a somewhat disappointing eclipse, the CVB is proud to announce an increase of over $10,000 in HOT [hotel occupancy taxes] collections,” Hicks said. Hicks highlighted the surplus entering the new fiscal year.
“As a result of this notable influx of funds and prudent spending, we have entered the new fiscal year with a surplus of $76,000,” he said. He noted that the proposed budget proceeds cautiously due to the county’s ongoing drought, which has affected tourism. The budget allocates $217,960 for administrative expenses, primarily for payroll and taxes, which total $150,000. Hicks also announced a new part-time employee with a Marketing degree from UTSA, expressing enthusiasm for her fresh ideas.
“We’re excited about her. She’s got some fresh ideas, fresh thoughts for our very experienced wonderful family that we already have,” he said. Advertising and promotions are set at $207,500, reflecting a reduction of over $40,000 from last year’s budget. “The bulk of these expenditures consist of digital marketing, content creation, websites, and of course, social media,” Hicks explained.
Additionally, $40,000 is earmarked for local events that promote overnight tourism, recognizing their significant impact on the local economy. Hicks also mentioned plans for special projects, noting, “$8,000 will be put aside as we anticipate expenditures concerning the Smithsonian Museum on Main Street beginning on June 21, 2025.”
He highlighted that Bandera is one of only seven small towns in Texas selected for this prestigious traveling exhibit, which will enhance the community’s reputation. The CVB has been active in 2024, exploring new marketing avenues to boost tourism. “Our PR firm, Tucker & Associates, at a cost of $12,000 last year, provided us over one thousand mentions that included international presence with a PR value of over $6,000,000,” Hicks reported. He added that the CVB has received substantial free advertising through Travel Texas, contributing to Bandera’s recognition as a music-friendly and tourism-friendly community.
“Both of these accolades will again benefit Bandera as a desired tourist destination, and we would like to thank this Court for their help and support on receiving that distinction,” he said.
In 2024, Bandera received accolades from several prominent media outlets. “Bandera was recognized as one of the 80 best small towns to visit by Travel & Leisure,” Hicks noted.
Other recognitions include being named one of the best places to experience cowboy culture by Men’s Journal and True West Magazine.
Hicks emphasized the importance of ongoing efforts to maintain Bandera’s status as a top travel destination, stating, “Hosting countless FAM tours, attending travel shows and conferences, as well as representing Bandera County at the International Pow Wow, were all instrumental in spreading our Cowboy Capital brand.”
Looking ahead, the CVB plans to participate in the Circuit of America’s Grand Prix in Austin from Oct. 18-20, expecting over 500,000 visitors.
“We’ll have a booth there,” Hicks confirmed.
Hicks also recognized the efforts of Commissioner Bruce Eliker and CVB Director Patricia Moore.
“I’d like to recognize and thank Bruce for all the things that he’s done as a liaison to the CVB,” he said. “His knowledge and insight has been a real blessing.”
Moore received special mention for her achievements. “I’d also like to recognize Patricia Moore for receiving a lifetime achievement award in tourism by the State Governor’s Office,” Hicks said.
Before concluding, Hicks reflected on Bandera County’s resilience as a tourist destination.
“Once again, our unique and authentic heritage has made us a hot tourist commodity,” he said. He expressed optimism for the future, emphasizing the CVB’s commitment to preserving Bandera’s legacy while tackling upcoming challenges.
“We understand and treasure the legacy left to us and to Bandera County. We, in collaboration with the Court, are prepared to tackle the challenges before us and vigorously pursue another glorious chapter in our vibrant Bandera story,” he concluded.
