Visit Frisco Board of Directors
Regular MeetingFrisco, TX · September 10, 2025
Minutes
MEETING OF THE
VISIT FRISCO
BOARD OF DIRECTORS
6605 Warren Parkway, Suite 600
FRISCO, TX 75034
12:00 PM
WEDNESDAY, SEPTEMBER 10, 2025
MINUTES
CALL TO ORDER
The meeting was called to order at 12:06 pm with a quorum of board members
present.
ROLL CALL
Member(s) in attendance: Terri Patterson, Amy Pratt, Jason Young, Sree Mouli,
Steve Trent, Christal Howard, Maher Jallad, Randy Barnett Monique Boyd,
Allison Jernigan, and Sunitha Cheruvu
Staff in attendance: Marla Roe, Christina Decker, Cori Powers, Josh Dill, Lisa
Bethea, and Jennifer Stewart
Guest: Rick Kauten, Steven Smullen, and Rijo Walker
CITIZEN INPUT
Rick Kauten updated the board on events in the Rail District. The month of
October the Rail District will have scarecrows for the businesses, and the
community is encouraged to participate in decorating the scarecrows. Also
discussed was the plan for tree lighting in the downtown area.
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REGULAR AGENDA
Consider and act upon the approval of the Minutes
Board member Steve Trent made a motion and board member Maher Jallad
seconded the motion to approve the Visit Frisco Board Meeting minutes for the
Board Meeting on August 13, 2025. The motion passed unanimously.
REPORTS
Convention Sales
Christina Decker, Director of Sales, gave an update on sakes for the month of
August. Christina mentioned the sales team is on target for the sales goals for
the year. Christina also updated the board on definite events booked and leads
generated. Christina mentioned events booked, leads generated, sales activities
and sites for August, Christina discussed the ASAE Annual Meeting LaChelle
Evans attended. Also discussed was Connect Marketplace attended by
corporate, association, and sports sales and MPI Thought Leaders Summit
hosted in Frisco, Texas. Also mentioned was the upcoming travel for September
and October.
Destination Services
Lisa Bethea, Director of Destinations Services, updated the board on upcoming
service activities, site tours, and planning meetings. Lisa mentioned the groups
requesting services and information. Lisa also mentioned events in August,
including In Market Activation in Miami and MPI Thought Leaders Summit. Lisa
also mentioned and recognized the destination services team for National
Celebrate Services Week. Also mentioned was Music Friendly Frisco and
upcoming events for Sounds at the Centre and upcoming travel.
Sports Tourism
Josh Dill, Assistant Executive Director, gave an update to the Board on definite
events and leads generated for August. Josh discussed sports activities for
August, Also mentioned were the sports activities such as Connect Sports
Marketplace attended by Chuck Brakes and Devon Doggett. Josh also
mentioned three trust fund disbursements that have been completed. The board
discussed Banana Ball and Josh will present data at the next meeting. Josh
updated the board on FIFA information and that more information will be
released at the end of the year.
Marketing and Communications
Cori Powers, Director of Marketing and Communications gave an update for the
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month of August on social media and communications. Cori mentioned that a
survey was given out to get perspective on FIFA and will be discussed at board
meeting in October. Cori also mentioned the upcoming viewing for the
docuseries and reminded the board to RSVP.
Executive Director Report
Josh Dill, Assistant Executive Director, gave an update on data collected from
Symphony. Josh presented YTD performance, visitor profile, and rooms on the
books. The board discussed rates for FIFA in other cities and discussed mobility
in the city.
Marla Roe, Executive Director, gave an update on HOT Collections. Also
discussed was the STR report for July. Also mentioned was year-end meeting
on November 12. Also discussed were elections of officers for FY26 to take
place at October's board meeting.
Christal Howard with the Chamber of Commerce mentioned the Leadership
Exchange Trip and how the chamber will be involved with FIFA.
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
Randy Barnett seconded the motion. The meeting adjourned at 12:54 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
ELAINE’S KITCHEN
8763 7TH STREET
FRISCO, TX 75034
12:00 PM
WEDNESDAY, SEPTEMBER 10, 2025
AGENDA
CALL TO ORDER
1. ROLL CALL
CITIZEN INPUT
REGULAR AGENDA
2. Consider and act upon approval of the August 13, 2025, Visit Frisco Board
Meeting Minutes.
REPORTS
3. Convention Sales
4. Destination Services
5. Sports Tourism
6. Marketing and Communications
7. Executive Director Report & Market Research
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ADJOURN
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 September 4, 2025, at 11:00 am and remained so posted at least three (3) business days before the 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
Elaine’s Kitchen is located at 8763 7th Street, Frisco, Texas, 75034 and is wheelchair accessible. Special parking is available in the
parking lot on 7th Street, just east of the building. Access to the building is at the front of the building facing Elm Street. 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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