Visit Frisco Board of Directors Meeting
Regular MeetingFrisco, TX · May 13, 2026
Minutes
MEETING OF THE
VISIT FRISCO
BOARD OF DIRECTORS
6605 Warren Parkway, Suite 600
FRISCO, TX 75034
12:00 PM
WEDNESDAY, MAY 13, 2026
MINUTES
CALL TO ORDER
The meeting was called to order at 12:09 pm with a quorum of board members
present.
1. Roll Call
Member(s) in attendance: Terri Paterson, Amy Pratt, Sree Mouli, Dominic
Parks, Jason Young, Danny Mehta, Daniel Cuffe, Monique Boyd, Maher Jallad,
Sunitha Cheruvu, and Allison Jernigan
Member(s) absent: None
Chamber member: Christal Howard
Staff in attendance: Marla Roe, Cori Powers, Josh Dill, LaChelle Woods, Lisa
Bethea, Kelly Walker, and Jennifer Stewart
Staff absent: Christina Decker
Citizen(s) in attendance: Steven Smullen and Rick Kauten
CITIZEN INPUT
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Rick Kauten gave an update on the annual StrEats Festival. Rick also
mentioned the community bike ride on May 16.
REGULAR AGENDA
2. Consider and act upon approval of the April 8, 2026, Visit Frisco Board Meeting
Minutes.
Board member Danny Mehta made a motion and board member Maher Jallad
seconded the motion to approve the Visit Frisco Board Meeting minutes for the
Board Meeting on April 8, 2026. The motion passed unanimously.
3. Presentation and discussion of the submitted FY27 Visit Frisco Budget.
REPORTS
4. Convention Sales
LaChelle Woods, Senior Sales Manager, gave an update on sales for the month
of April. LaChelle updated the board on definite events booked and leads
generated. Also mentioned sales activities and sites for the month of April. Also
mentioned were the site visits for April and upcoming travel.
5. Destination Services
Lisa Bethea, Director of Destination Services, updated the board on upcoming
service activities, site tours, and planning meetings. Lisa mentioned the groups
requesting services and information. Lisa discussed Net Promoter Scores and
how the surveys sent out are used to calculate the scores. Lisa also mentioned
April events and upcoming events in June. Lisa also mentioned upcoming travel
for May.
6. Sports Tourism
Josh Dill, Assistant Executive Director, gave an update to the Board on definite
events and leads generated for April. Josh discussed events hosted and site
visit for April. Also mentioned was Sports ETA Symposium attended by Chuck
Brakes, Devon Doggett, and Jason Ellison. Josh also mentioned Trust Fund
Activity completed.
7. Marketing and Communications
Cori Powers, Director of Marketing and Communications, gave an update on
FIFA World Cup campaign, the campaign is in Phase 1. Cori mentioned the
hosted media and creator studio for FIFA. Also mentioned was the Dallas Media
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Center Activity. Cori discussed communications for the month and top
performing content. Also mentioned was upcoming travel.
8. Executive Director Report
Marla Roe, Executive Director, gave an update on HOT Collections for FY26.
Also discussed was the STR report for March and weekly groups. Marla
mentioned upcoming events for May and June.
Christal Howard gave an update on a new program to help companies find
talent. Also mentioned was the State of Education on June 15.
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, Sunitha Cherevu made a motion to adjourn,
and Dan Cuffe seconded the motion. The meeting adjourned at 1:03 pm.
Approved this ____day of _________ 2026.
_______________________
Board Secretary
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, MAY 13, 2026
AGENDA
CALL TO ORDER
1. Roll Call
CITIZEN INPUT
REGULAR AGENDA
2. Consider and act upon approval of the April 8, 2026, Visit Frisco Board Meeting
Minutes.
3. Presentation and discussion of the submitted FY27 Visit Frisco Budget.
REPORTS
4. Convention Sales
5. Destination Services
6. Sports Tourism
7. Marketing and Communications
8. Executive Director Report
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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 May 7, 2026 at 5:00 pm 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
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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