Visit Frisco Board of Directors
Regular MeetingFrisco, TX · August 13, 2025
Minutes
MEETING OF THE
VISIT FRISCO
BOARD OF DIRECTORS
6605 Warren Parkway, Suite 600
FRISCO, TX 75034
12:00 PM
WEDNESDAY, AUGUST 13, 2025
MINUTES
CALL TO ORDER
1. ROLL CALL
The meeting was called to order at 12:06 pm with a quorum of board members
present.
Member(s) in attendance: Terri Patterson, Amy Pratt, Jason Young, Sree Mouli,
Steve Trent, Christal Howard, Maher Jallad, Randy Barnett and Sunitha
Cheruvu
Member(s) absent: Monique Boyd and Allison Jernigan
Staff in attendance: Marla Roe, Christina Decker, Cori Powers, Josh Dill, Lydia
Vara-Sebany, Jason Ellison, and Jennifer Stewart
Staff absent: Lisa Bethea
Guest: Rick Kauten
CITIZEN INPUT
Rick Kauten mentioned events for Downtown in October. Rick gave an update
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on businesses in the downtown area and the gift card program that will expire
on October 1.
REGULAR AGENDA
2. Consider and act upon the approval of the Minutes
Board member Steve Trent made a motion and board member Sree Mouli
seconded the motion to approve the Visit Frisco Board Meeting minutes for the
Board Meeting on June 11, 2025. The motion passed unanimously.
REPORTS
Lydia Vara-Sebany introduced Jason Ellison, the new Sports Destination
Services Coordinator, to the board.
Josh Dill gave an update on July research for hotel review, hotel outlook, visitor
profile, and rooms on the book. Josh also discussed what the numbers
represent, and the board discussed how that affects business.
3. Convention Sales
Christina Decker, Director of Sales gave an update on events booked, leads
generated, sales activities for the month of July. Christina mentioned definite
events booked and leads generated. Christina also mentioned the sales
activities and sites for July, including AXS Lamontco and site visits for the
month. Also mentioned was upcoming travel for August and September.
4. Destination Services
Lydia Vara-Sebany, Destinations Services Event Coordinator, updated the
Board on service activities, site tours, and planning meetings for June and July.
Lydia mentioned the groups requesting services and information. Also
discussed were the July events and how the destination services team assisted
with these events. Lydia also the events coming in August and September.
Lydia mentioned Sound at the Centre for back-to-school shopping. Also
mentioned was travel for August.
5. Sports Tourism
Josh Dill, Assistant Executive Director, gave an update to the Board on definite
events and leads generated for July. Josh discussed sports activities for July,
Also mentioned were the sports events hosted including Big 12 Football Media
Days and Bam vs Cafu boxing. Josh also mentioned three trust fund
disbursements that have been completed.
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6. Marketing and Communications
Cori Powers, Director of Marketing and Communications, gave an update on the
Sports City USA Brand. Cori discussed what logo had been selected and the
meaning behind the logo, this will roll out in September. Cori also discussed the
FY26 Joint planning Session that includes Docuseries & Sports City USA
Brand, Universal Kids Resort, and FIFA World Cup 26. Also discussed was the
media and influencers hosted over July 4th weekend. Also discussed were the
social media performance for July over June and for July 2025 over July 2024.
Also mentioned was the top performing content for July that included Labubus
and Sun's Out. Cori mentioned the upcoming save the date for the premier of
the docuseries on September 24.
7. Executive Director Report
Marla Roe, Executive Director, gave an update on HOT Collections. Also
discussed was the STR report for June. Also mentioned was the 25-year
anniversary for Stonebriar Mall. Marla also mentioned work session and the
budget looked good for FY26. Also discussed were the upcoming events for
August and September. Marla brought it to the board to discuss FIFA 2026 at
the next board meeting.
ADJOURN
All the department monthly reports were given to the board in the Board Packet
for review prior to the meeting.
With no further business to discuss, Steve Trent made a motion to adjourn, and
Maher Jallad seconded the motion. The meeting adjourned at 1:08 pm.
_______________________________
_________________________
Board Secretary Date
Please note these are preliminary results and are not official until approved at the next
scheduled meeting. Approved/signed minutes are available at
https://agenda.friscotexas.gov/OnBaseAgendaOnline/.
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Agenda
MEETING OF THE
VISIT FRISCO
BOARD OF DIRECTORS
6605 WARREN PARKWAY, SUITE 600
FRISCO, TX 75034
12:00 PM
WEDNESDAY, AUGUST 13, 2025
AGENDA
CALL TO ORDER
1. ROLL CALL
CITIZEN INPUT
REGULAR AGENDA
2. Consider and act upon the approval of the Minutes from June 11, 2025 meeting
REPORTS
3. Convention Sales
4. Destination Services
5. Sports Tourism
6. Marketing and Communications
7. Executive Director Report
ADJOURN
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CERTIFICATION
Marla Roe, Executive Director, certifies that this Notice of Meeting was posted on the outside bulletin board, at the George A. Purefoy
Municipal Center of the City of Frisco, Texas, a place convenient and readily accessible to the general public at all times, and said
Notice was posted on the following date and time:
By August 7, 2025 at 1:00pm and remained so posted at least 72 hours before meeting was convened.
If during the course of the meeting covered by this notice, the Board of Directors should determine that a closed or executive meeting
or session of the Board of Directors or a consultation with the attorney for the City should be held or is required, then such closed or
executive meeting or session or consultation with attorney as authorized by the Texas Open Meetings Act, Texas Government Code §
551.001 et. seq., will be held by the Board of Directors at the date, hour and place given in this notice or as soon after the
commencement of the meeting covered by this notice as the Board of Directors may conveniently meet in such closed or executive
meeting or session or consult with the attorney for the City concerning any and all subjects and for any and all purposes permitted by
the Act, including, but not limited to, the following sanctions and purposes:
Texas Government Code Section:
§ 551.071 – Private consultation with the attorney for the City.
§ 551.072 – Discussing purchase, exchange, lease or value of real property.
§ 551.074 – Discussing personnel or to hear complaints against personnel.
NOTICE
Pursuant to City of Frisco Ordinance Number 19-10-87 each member of the public wishing to address the Visit Frisco Board of
Directors shall be entitled to speak for up to five (5) minutes, unless ten (10) or more members of the public are present to speak on a
single agenda item, in which case the Visit Frisco Board of Directors may by majority vote reduce the allotted time from five (5)
minutes to three (3) minutes per speaker to ensure that as many people as possible have an opportunity to speak, subject to the
requirements of other law.
NOTICE OF ASSISTANCE AT PUBLIC MEETINGS
The 6605 Warren Parkway, Suite 600, Frisco, TX 75034 is wheelchair accessible. Access to the building and special parking are
available in the parking garage. Persons with disabilities who plan to attend this meeting and who may need auxiliary aids or services
such as interpreters for persons who are deaf or hearing impaired, readers, or large print, are requested to contact the City Secretary’s
Office at least 48-hours prior to the meeting. Please e-mail your request to: CitySec@friscotexas.gov or call (972) 292-5020. BRAILLE IS
NOT AVAILABLE.
Date Removed: _____________________________ Removed By: ______________________________
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