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[CALL TO ORDER ]

[00:00:04]

WELCOME WITH THIS, I WOULD LIKE TO CALL TO ORDER THE MAY 8TH MEETING OF THE AUSTIN TOURISM COMMISSION AT 2 32.

AND IT APPEARS WE HAVE NO, UH, PUBLIC COMMENT TODAY.

AND THUS WE'LL BE MOVING

[APPROVAL OF MINUTES ]

ON WITH OUR FIRST ITEM ON THE AGENDA.

AGENDA ITEM NUMBER ONE, APPROVAL OF THE MINUTES FROM OUR REGULARLY SCHEDULED APRIL 10TH, 2024 MEETING OF THE AUSTIN TOURISM COMMISSION.

DO I HAVE A MOTION TO APPROVE THE MINUTES? I? MOTION WE APPROVE.

SO MOVED BY COMMISSIONER OCION.

IS THERE A SECOND? SECOND.

SO SECONDED BY COMMISSIONER CHANIN.

UH, DISCUSSION.

HEARING NONE WILL CALL THE VOTES.

ALL THOSE IN FAVOR OF PASSING THE, UH, REGULARLY SCHEDULED APRIL 10TH, 2024.

TOURISM COMMISSION MEETING MINUTES PLEASE SAY, AYE.

AYE.

A THOSE OPPOSED, THOSE ABSTAINING.

UH, FOR THE RECORD, I WOULD LIKE TO ADD MY IN FAVOR, VOTE FOR APPROVAL OF THE MINUTES, BUT THE RECORD ALSO REFLECT THAT COMMISSION REEDY IS, UH, STEPPING ON THE DAIS AT THIS TIME.

THANK YOU, COMMISSIONERS.

NEXT,

[2. Staff briefing from Staff Liaison, Felicia Ojeda, regarding the final deadline for training requirements and upcoming schedule changes for upcoming meetings. ]

WE'RE MOVING ON TO STAFF BRIEFINGS.

WE HAVE A STAFF, UH, BRIEFING FROM OUR OFFICIAL LIAISON, MS. FELICIA OJEDA, TO SPEAK TO, UH, THE, UM, THE SEXUAL HARASSMENT TRAININGS IN ADDITION TO, UH, PARTICULARS AROUND COMMISSIONER EMAILS.

MS. OJEDA, UH, THANK YOU.

UM, FIRST I WANNA START WITH NEXT MONTH OF JUNE.

WE'RE GONNA BE MEETING AGAIN ACROSS THE HALL AT THE BOARD COMMISSIONS ROOM.

UM, SAME TIME, TWO 30.

ACTUALLY, LET ME, LET ME DOUBLE CHECK ON THE TIME.

UM, I THINK IT MIGHT BE AT THREE.

SO AGAIN, THE SEXUAL HARASSMENT TRAINING, I, I SENT AN EMAIL TO THOSE THAT STILL NEEDED TO COMPLETE IT.

I AM RECEIVING THAT SOME ARE, UM, COMPLETING IT ALREADY.

SO, GOOD JOB WE HAVE TILL THIS FRIDAY TO DO SO.

AND THEN AS FAR AS EMAILS GO, ANYTIME I SEND AN EMAIL OUT, IF YOU'RE TRYING TO FORWARD IT TO YOUR PERSONAL OR OTHER WORK EMAIL, SOMETIMES YOU'RE NOT GONNA BE RECEIVING THE EMAILS I'M SENDING THROUGH YOUR BC ACCOUNT.

SO YOU MIGHT WANNA TAKE, UM, TRY TO DO SOME CHECKING AROUND IT ONCE A MONTH, AT LEAST AFTER OUR MEETING.

AND THEN DEFINITELY THE WEEK OF, AND THE WEEK BEFORE, UM, OUR, OUR MONTHLY MEETING.

THAT'S IT.

I HAVE, THAT'S ALL I HAVE.

THANK YOU.

THANK YOU MS. OJEDA.

NEXT

[3. Presentation by Omar Lozano, Director of Music Marketing with Visit Austin, regarding Austin’s Music Ecosystem and Connections with Tourism. ]

ITEM ON THE AGENDA.

AGENDA NUMBER THREE.

ITEM NUMBER THREE, RATHER.

UH, WE HAVE A PRESENTATION BY OMAR LOZANO, THE DIRECTOR OF MUSIC MARKETING WITH VISIT AUSTIN REGARDING AUSTIN'S MUSIC ECOSYSTEMS AND CONNECTIONS, UH, TO OUR TOURISM INDUSTRY.

BEFORE WE MOVE FORWARD, I WOULD WISH TO REMIND, UM, OUR COMMISSIONERS THAT, UM, WE HAVE SET FORTH A ROADMAP AND THIS MONTH'S ROADMAP TOPIC, UM, WAS, OOPS, EXCUSE ME, UH, TOURISM WEEK AS WELL AS, UH, MUSIC MAKERS AND MUSIC SHAPERS HERE IN AUSTIN.

SO WE ARE SO PLEASED TO HAVE, UM, THREE SPEAKERS COMING HERE TODAY TO SPEAK TO THIS PARTICULAR TOPIC, UM, AS WE FOCUS ON THE, NOT ONLY THE CULTURAL BUT ECONOMIC IMPACT OF MUSIC AND WHAT IT BRINGS TO AUSTIN AND OVERALL HOW IT INCREASES HOT TAX FUNDING HERE FOR OUR CITY AND ITS ESSENTIAL PROGRAMS. MR. LOZANO.

GREAT.

THANK Y'ALL SO MUCH FOR, UH, INVITING US IN.

GOOD, UH, GOOD AFTERNOON TO ALL THE COMMISSIONERS.

UH, TODAY I'M GONNA TALK ABOUT, UH, THE VISIT AUSTIN MUSIC OFFICE.

UM, I HOPE THAT, UM, THROUGH THESE DISCUSSIONS, UM, YOU'LL HAVE, YOU'LL LEAVE WITH A GOOD UNDERSTANDING OF WHAT WE DO, UM, HOW WE PROMOTE THE DESTINATION, YOU, UM, WORKING WITH OUR MUSIC COMMUNITY, UM, AS WELL AS, UH, SOME, UM, INTERESTING CASE STUDIES, UH, THAT ILLUSTRATE THE CONNECTIONS BETWEEN TOURISM AND, AND MUSIC HERE IN OUR CITY, ESPECIALLY, UM, BEING THE, THE SWARTS OF, UH, OF THE LIVE MUSIC BRAND.

UM, UM, WE'RE, WE'RE, WE'RE VERY, WE'RE VERY HAPPY TO BE HERE AND, AND TO BE ABLE TO DISCUSS, UH, THESE WITH Y'ALL.

UH, SO A LITTLE BIT ABOUT THE AUSTIN MUSIC OFFICE.

UM, WE PROMOTE AUSTIN AS THE LIVE MUSIC CAPITAL OF THE WORLD.

UM, WE, UM, OWN THAT, UH, REGISTERED TRADEMARK AND WE PROTECT THAT BRAND.

UM, WE WORK WITH MUSICIANS, UM, UH, AS WELL AS, UH, THE LOCAL, UM, LIVE MUSIC ECONOMY, UM, ON CAMPAIGNS, ON EVENTS, MUSICIAN BOOKINGS,

[00:05:01]

CONTENT.

UM, WE ALSO MAINTAIN RELATIONSHIPS WITH, UH, LOCAL STAKEHOLDERS, FESTIVAL ORGANIZERS, VENUE OWNERS, UM, MUSIC SHOPS, UM, TO MAKE SURE THAT, UH, THERE'S, UH, GOOD COLLABORATION BETWEEN THE TOURISM INDUSTRY, HOSPITALITY INDUSTRIES, AND THE MUSIC ECOSYSTEM.

UH, AS FAR AS, UH, THE ECONOMIC IMPACT OF, OF MUSIC TOURISM, UH, I WANTED TO BRING IN, UH, SOME OF THE MOST RECENT, UM, EXAMPLES OF, UM, OF THOSE CONNECTIONS.

UM, THE MOST RECENT STUDY OF AUSTIN MUSIC IMPACT ISN'T REALLY THAT RECENT, BUT IT'LL GIVE YOU SOME ILLUSTRATIONS OF WHAT, UH, HAS BEEN.

UM, MUSIC AND MUSIC RELATED TOURISM WAS VALUED AT, UH, 1.8 BILLION, UM, THROUGH THE ECONOMIC MUSIC IMPACT, UH, STUDY RELEASED IN 2014 BY TXP, AND AT THE TIME IT ACCOUNTED FOR 20,000 JOBS IN PRIMARY MUSIC AND, UH, STRONG GROWTH IN MUSIC RELATED TOURISM JOBS.

UM, I'M ALSO ADDING SOME OF THE, SOME OF THE ECONOMIC IMPACT FROM, UM, THAT'S PUBLICLY AVAILABLE FOR ACL AND SOUTH BY SOUTHWEST.

UM, OBVIOUSLY THESE, THESE, UH, THESE MASS MUSIC MOMENTS IN THE CITY ARE, ARE, ARE VERY IMPORTANT TO, UM, TO THE WAYS THAT, UM, THAT, THAT WE PROMOTE THE DESTINATION AND THE VISITORS THAT WE GET AND THE ECONOMIC, UM, IMPACT, UH, THAT WE GET HERE IN THE CITY.

UM, I'M ALSO PLEASED TO, UH, TO SHARE, UH, UH, CMT, UM, NUMBERS.

UH, OUR, OUR, OUR ORGANIZATION WORKED, UM, FOR, FOR A COUPLE YEARS TO BRING OVER CMT.

UH, SO WE WERE HAPPY TO SEE IT, UM, NOT ONLY THIS YEAR, BUT LAST YEAR.

UH, THE NUMBERS OF ECONOMIC IMPACT ARE FOR 2023, UM, 19.8 MILLION, UM, AS WELL AS 14, UH, THOUSAND ECONOMIC, UH, ESTIMATED, UH, ATTENDANCE AND SOME REALLY INTERESTING, UH, HOTEL IMPACT NUMBERS.

UM, IN 2023, UH, 40% REVPAR, WHICH IS REVENUE PER AVAILABLE ROOM.

THIS IS AN IMPORTANT NUMBER, UM, AN IMPORTANT FIGURE.

AND, UH, IN THE WAYS THAT HOTELS, UM, UH, YOU KNOW, UH, CALCULATE THEIR REVENUE.

AND THAT'S OBVIOUSLY AN IMPORTANT NUMBER FOR, UH, HOT TAX, UM, THAT, THAT GOES, UM, INTO THE COMMUNITY.

SO, UM, AND THEN, UH, AND THIS YEAR, UH, THERE'S 132%, UM, REVPAR GAIN.

UH, THIS WAS ALSO INCLUDING THE ECLIPSE.

SO CERTAINLY, UH, SOME OF THOSE NUMBERS WERE ASSOCIATED WITH THAT.

UH, ONE OF THE CASE STUDIES I WANTED TO SHARE, I FEEL LIKE WE'RE IN A NEW, UH, INTERESTING ERA OF, UH, OF AUSTIN MUSIC.

UM, CERTAINLY, YOU KNOW, THE, THE INDEPENDENT, UH, VENUES, THE INDEPENDENT BANDS ARE THE HEART OF OUR CITY, AND AND THAT'S THE CULTURE, AND THAT'S SOMETHING WE WILL CONTINUE TO SUPPORT.

UM, BUT HAVING, UH, THE INVENTORY OF LARGER EVENT SPACES, UH, SUCH AS MOODY CENTER, YOU KNOW, EVEN MOODY AMPHITHEATER, UM, UH, CIRCUIT THE AMERICA'S AMPHITHEATER, AS WELL AS, UM, UH, Q2 STADIUM, THESE ARE OPPORTUNITIES THAT WE'RE GETTING TO BRING IN THESE, UH, MASSIVE, UH, GLOBAL TOURING ACTS, WHICH IN THEIR OWN WAY ARE ECONOMIC DRIVERS, ESPECIALLY WHEN THERE'S, UH, RESIDENCIES, UM, THAT, THAT TAKE PLACE IN THE CITY.

WE'RE, WE'RE FINALLY ABLE TO, UM, EXTEND THE INVITE, UH, AND, UM, HAVE THE, THE PRODUCTION LEVEL TO BE ABLE TO, TO DO THIS.

SO, UM, FIVE NIGHTS OF, UH, HARRY STYLES, UH, REALLY, UM, REALLY AWESOME, UM, ECONOMIC IMPACT, 11%.

UH, THIS WAS BACK IN 2022, UH, 11% IN VISITOR SPENDING, UH, OVER THE LAST TWO NIGHTS OF THE HOTEL.

UH, AVERAGED 3% LIFT IN HOTEL OCCUPANCY THE NIGHT OF THE CONCERTS.

AND WHAT'S REALLY COOL IS THAT THE MAJORITY OF, UH, THE ATTENDEES WERE FROM, UH, WERE VISITORS.

UM, SO 35% CAME FROM, UH, OUTSIDE OF TEXAS, AND 86% STAYED OVERNIGHT.

THIS IS EXACTLY WHAT WE WANNA SEE.

UM, AND HERE YOU CAN SEE SOME OF THE TOP ORIGIN MARKETS, UM, UH, THROUGH EACH, UH, EACH OF THE WEEKENDS, UM, OR THROUGH EACH OF THE EVENTS, EXCUSE ME.

AND, UH, AND SOME OF THE OTHER TOP POINTS OF INTEREST, UM, UH, THAT THESE VISITORS WERE, WERE EXPLORING.

SO IT'S, IT'S, IT'S COOL TO SEE THAT THEY'RE SPREADING THEIR WINGS AROUND THE CITY, SPREADING THEIR DOLLARS AROUND THE CITY, AND, UH, INTO SOME OF THESE, UH, SOME OF THESE, UM, DESTINATION, UH, POINTS OF INTEREST THAT ARE IN MULTIPLE DISTRICTS.

UM, THIS YEAR, THIS PAST YEAR FOR NEW YEAR'S EVE, UM, WE HAD A PARTNERSHIP WITH CNN.

UH, THIS WAS A REALLY AMAZING, UH, UH, MEDIA DESTINATION MARKETING OPPORTUNITY.

UM, WE WERE ABLE TO, UM, PARTNER WITH THE CITY OF AUSTIN AND THEIR ONGOING, UH, NEW YEAR'S EVE CELEBRATIONS AND, UH, REALLY, UH, RETROFIT, UM, THAT INTO, UH, INTO A STREAMING PRODUCTION THAT IS, UH, WORTHY OF A NATIONAL, UM, NATIONAL RECOGNITION AND NATIONAL, UM, STREAMING.

UM, SO I JUST WANTED TO SHARE THIS VIDEO WITH Y'ALL.

UM, 20,000

[00:10:01]

PEOPLE, AUDITORIUM SHORES.

YES, THAT'S A GREAT NEW YEAR, EVERYONE.

HAPPY PERSONALITIES, MUSICIANS, CHEFS IN SPORTS, UM, A LOT OF GREAT AIRTIME.

MARTINEZ, WHAT'S UP LADIES? WELCOME TO AUSTIN, TEXAS.

LONGHORNS HEAD FOOTBALL COACH.

STEVE SARKIS HERE.

YOU'RE GONNA BE IN AUSTIN, YOU GOTTA KNOW HOW TO THROW YOUR HORNS UP.

THE MAYOR OF AUSTIN IS WITH US, KIRK WATSON, BUT FIRST, THE BARTON HILLS YOUTH CHOIR FROM RIGHT HERE IN AUSTIN, TEXAS, THERE'S A MILLION VIEWERS.

UM, IT WAS THE MOST POPULAR PRIME TIME, THE MOST POPULAR TIME SLOT FOR CABLE VIEWING AT THAT TIME.

SO LOTS OF GREAT RECOGNITION FOR THE DESTINATION.

THIS IS SOMETHING WE'RE HOPING TO CONTINUE WITH, UM, WITH, UH, WITH CNN AND ALSO THE CITY OF AUSTIN.

UM, THE HOPE IS TO MAKE, UH, AUSTIN A A, A BIG, A BIGGER, UH, NEW YEAR'S EVE DESTINATION.

HAPPY NEW YEAR.

EVERYONE FROM AUSTIN, THE FIREWORKS ARE STILL GOING OUT HERE.

AWESOME.

AND, UH, I GUESS A BIG PART OF THE MUSIC OFFICE IS, UM, AND I GUESS WHEN I WANT YOU TO THINK ABOUT THE WAYS THAT WE ENGAGE WITH MUSICIANS, WE DO IT UNDER A PLA UH, UNDER A PROGRAM THAT WE CALL HIRE AN AUSTIN MUSICIAN PROGRAM.

UH, THIS ESSENTIALLY REFERS MUSICIANS TO CONVENTION AND MEETING PLANNERS, UM, AND ALSO SERVES AS OUR IN-HOUSE BOOKING, UM, AGENCY, YOU CAN SAY WITHIN, UH, WITHIN VISIT AUSTIN.

SO ANY VISIT AUSTIN OWNED EVENT OR PARTNERED EVENT, UM, THIS, THIS IS THE UMBRELLA PLATFORM FOR IT.

UM, IT'S AN INCLUSIVE DATABASE.

WE'RE ADDING TO IT ALL THE TIME.

UM, 850 ARTISTS, 26 GENRES OF ALL KINDS.

UM, IN ADDITION TO LIVE EVENT PERFORMANCES AND BOOKINGS, UH, WE ALSO WORK, UH, WITH CONTENT AND LICENSING APPEARANCES AND REGULARLY COMPENSATE ARTISTS, UH, TO BE A PART OF OUR CAMPAIGN.

SO, UM, WE UNDERSTAND THE VALUE OF MUSIC IN THE BRAND AND, AND WE'RE CONSTANTLY IN EVERY STEP, UM, WORKING WITH MUSICIANS, UH, TO BE A PART OF IT AND TO BE COMPENSATED IS A PART OF THAT.

UH, THIS FEATURE IS AVAILABLE ON OUR WEBSITE.

YOU CAN FIND IT, UM, UNDER THE MUSIC OFFICE PORTION.

AND, UH, WE DON'T TAKE A FEE FROM THE ARTIST.

WE DON'T TAKE A FEE FROM THE CLIENT.

UM, AND WE TRY TO BE AS TRANSPARENT AS POSSIBLE AND HELP MUSICIANS GET PAID AS MUCH AS THEY CAN.

UH, THIS IS A BREAKDOWN OF, UM, I'VE BEEN AT VISLO ME FOR LIKE EIGHT YEARS, GOING ON NINE YEARS.

UM, THEY HAD, THEY WEREN'T REALLY TRACKING A LOT OF THE MUSICIAN IMPACT BEFORE THEN.

SO THIS IS, UH, ESSENTIALLY FROM, UH, 15 TO 23.

UM, WE'VE HIRED ABOUT A THOUSAND, OVER A THOUSAND MUSICIANS AND, UM, DIRECT PAYMENTS TO AWESOME MUSICIANS AT 1.76 MILLION.

UM, SO WE'RE ALWAYS LOOKING TO INCREASE THAT.

AND, UM, YOU KNOW, DEPENDING ON WHEN WE HAVE GREAT CONFERENCE YEARS, LIKE IN 2017 AND 18, UH, WE HAD PCMA, WE HIRED 50 BANDS FOR ONE EVENT.

UM, THERE'S ALL THESE OPPORTUNITIES AT CONFERENCES AND THIRD PARTY OP, UH, EVENTS ARE, ARE ABLE TO PROVIDE.

AND, YOU KNOW, EVEN THROUGH THE PANDEMIC, UH, YOU KNOW, 20, 21, 19, UM, THOSE YEARS, UM, WE STILL WORK TO PAY MUSICIANS, UM, WHETHER IT WAS CREATING LIVESTREAM PROJECTS OR, UM, LICENSING CONTENT OR APPEARANCES OR DOING LITTLE TAKEOVERS ON OUR SOCIAL MEDIA.

UM, AND, UH, AS YOU CAN SEE, WE'RE FINALLY RECOVERING OVER LAST YEAR IN TERMS OF THE REQUESTS.

UH, IN TERMS OF, UM, IN TERMS OF BOOKING, UM, UH, AN EVENT SERIES THAT WE DO HERE IN THE CITY IS CALLED, UH, AUSTIN, UH, VISIT AUSTIN LOCAL AND LIVE.

UM, IT'S AT THEIR VISITOR CENTER.

UM, WE USUALLY DO IT AROUND BIG MUSIC MOMENTS OR, UH, OR BIG CITY MOMENTS, OR WHEN THERE'S A, A CITYWIDE CONFERENCE IN TOWN.

WE'LL, WE WILL USUALLY ENCOURAGE FOLKS TO COME, UH, GET A LITTLE DISCOUNT AT OUR VISITOR CENTER, SEE SOME LIVE MUSIC, UM, DURING SPRING MUSIC WEEK, WE ACTUALLY HOSTED, UM, NINE ARTISTS THIS YEAR.

UM, SO YEAH, IT'S A COOL LITTLE STAGE AND, AND AS WE WORK TOWARDS EXPANDING, UM, UH, WHAT OUR VISITOR CENTER CAN BE, UM, THIS IS CERTAINLY SOMETHING THAT WE'RE CONSIDERING.

UH, AND CONTINUING.

ANOTHER BIG, UH, BUCKET OF, UM, VISIT AUSTIN, UH, MUSIC OFFICE IS THE, OUR EXPERIENTIAL PROGRAM.

UM, EXPERIENTIAL MARKETING IS ESSENTIALLY, UM, MARKETING AROUND EVENTS, UM, OUTSIDE OF THE CITY.

SO, UM, BEING ABLE TO WORK DIRECTLY WITH LOCAL MUSICIANS TO REPRESENT THE CITY AT MUSIC FESTIVALS, AT CULTURAL EVENTS, AT TRADE SHOWS, UH, MEDIA OPPORTUNITIES, CONFERENCES VISIT US IN SALES EVENTS, MISSIONS AND MORE.

UM, WE ALSO PARTNER WITH, WE DON'T JUST DO EVENTS AND, UH, AND HAVE THEM PERFORM AND, AND, AND LEAVE IT AT THAT.

WE HAVE SURROUNDING CAMPAIGNS.

WE WORK WITH MEDIA PARTNERS,

[00:15:01]

WE WORK WITH, UH, PARTNERSHIPS WITH OTHER AUSTIN BRANDS, UM, AS WELL AS, UH, YOU KNOW, THE EVENT THEMSELVES TO MARKET OUR PRESENCE, UH, IN OTHER CITIES INTERNATIONALLY AND, AND THEN DOMESTICALLY, UM, AND REALLY WORK TO PROMOTE AUSTIN, UH, AS A WORLD CLASS MUSIC DESTINATION.

UM, INCORPORATING AND, UH, ENGAGING WITH MUSICIANS IN THAT PROCESS FOR, UH, FOR THAT EXPERIENCE.

UM, SINCE WE'RE A BIG LIVE EVENT CITY, UH, BEING ABLE TO MEET POTENTIAL LEISURE TRAVELERS WHERE THEY'RE AT, UH, IS IMPORTANT.

UM, SO TO BE ABLE TO DEMONSTRATE THE WIDE RANGE OF, UH, CALENDAR, UH, EVENTS THAT WE HAVE RELATED TO MUSIC, UM, TO, YOU KNOW, FOLKS WHO MIGHT NOT BE AWARE OF THE DESTINATION OR HAVE NEVER VISITED, UM, IS, IS, IS A REALLY QUALITY, UH, FORM OF MARKETING.

UH, AND I'M GONNA TAKE Y'ALL THROUGH SOME QUICK, UH, JUST CASE STUDIES YOU CAN SAY OF THINGS WE'VE DONE IN THE LAST, I GUESS, FOUR OR FIVE YEARS.

UM, AGAIN, WE TOOK A TWO YEAR BREAK, UH, DURING THE PANDEMIC.

SO, UM, YOU'LL SEE SOME STUFF BEFORE AND THEN SOME STUFF AFTER.

UM, AND WE'RE GETTING READY THIS SUMMER TO REALLY, UM, AMP A LOT OF THAT UP AND, AND TO, TO GET OUT AND ABOUT AND TALKING ABOUT, UM, THE DESTINATION.

UM, SO, UH, IN MONTREAL THIS LAST MONTH, UH, WE WORKED WITH AIR CANADA.

WE, UH, WE WERE PIVOTAL IN, UH, MAKING THE, THE RIGHT CONNECTIONS TO HAVE A DIRECT, UM, MONTREAL TO AUSTIN FLIGHT, WHICH, UM, UH, I BELIEVE WAS, UM, IS, UH, GOING LIVE THIS MONTH.

AND, UH, WE HAD JUST LIKE A LITTLE, UM, UH, EVENT HOSTING 75, UH, TRAVEL TRADE MEDIA AND INFLUENCERS.

WE CREATED AN AWESOME EXPERIENCE IN MONTREAL.

WE BROUGHT AWESOME MUSICIAN, DANIEL FIERCE TO PLAY, TO TALK ABOUT, UM, TO TALK ABOUT THE CITY.

SO, YOU KNOW, HE WAS ABLE TO ENGAGE AND, AND I THINK BEING ABLE TO MARKET THROUGH MUSICIAN'S VOICE IS MUCH MORE POWERFUL THAN ME, YOU KNOW, COMING UP TO THE MIC AND TELLING YOU THAT IT'S A COOL CITY.

UH, SO, UH, WE'RE, WE'RE REALLY PROUD WHEN, UH, WHEN MUSICIANS FEEL, FEEL GOOD TO INVITE FOLKS AND TO, UM, TO BE A PART OF OUR EVENTS.

UH, IN, UH, OCTOBER LAST YEAR, WE PARTNERED WITH AN ORGANIZATION CALLED VISIT THE USA.

UH, THEY'RE THE FEDERALLY FUNDED ORGANIZATION, WHICH, UH, WORKS WITH CITY DESTINATIONS TO, UM, PROMOTE THE DESTINATION.

SO THERE'S A LOT OF, UH, INTERESTING CO-OP OPPORTUNITIES THAT WE WOULDN'T REALLY BE ABLE TO AFFORD ON OUR OWN.

UM, SO, UH, THERE'S, UH, A REALLY GREAT PARTNERSHIP, UM, WITH, UH, MULTIPLE DESTINATIONS, UH, USUALLY IN DIFFERENT PROJECTS ALL AROUND THE WORLD IN KEY MARKETS, UM, WORKING TO PROMOTE, UH, INDIVIDUAL OUR DESTINATIONS SOUTH BY SOUTHWEST SYDNEY.

UM, LAST YEAR WAS THE INAUGURAL YEAR.

UH, THEY TOOK OVER A HOUSE AND, UH, DESTINATION PARTNERS GOT DIFFERENT DAYS, UH, AND WE WERE ABLE TO CREATE A AUSTIN, UM, AUSTIN SHOWCASE, UM, IN PARTNERSHIP WITH BRAND USA AND, AND TEXAS TOURISM.

AND, UH, WE, UH, YOU KNOW, HAD, UH, AUSTIN INSPIRED DRINKS FOOD.

UM, WE ALSO INVITED SONG CONFESSIONAL, UM, WHICH IS A REALLY GREAT, UM, UH, THEY'RE ESSENTIALLY A MICRO STUDIO AND THEY RECORD ATTENDEE STORIES, UH, AND THEN THEY WORK WITH AUSTIN MUSICIANS TO TURN THAT INTO SONGS.

SO ESSENTIALLY, WE'RE NOT ONLY HIRING THE AUSTIN MUSICIANS THAT CAME, BUT ALSO MUSICIANS BACK HOME TO WRITE SONGS BASED ON THOSE STORIES.

AND THEN WE CREATE PROMO, UH, CAMPAIGNS AROUND THOSE.

UM, SO TWO OFFICIAL SHOWCASES A DAY, A DAY SHOWCASE, A NIGHT SHOWCASE, SEVEN 50 ATTENDEES, OR 7 25 ATTENDEES.

AND WE TOOK FIVE MUSICIANS IN BANDS OVER.

UM, AND THEY DIDN'T JUST PLAY OUR SHOWCASE, THEY PLAYED 15 OTHER PERFORMANCES, AND WE SUPPORTED THEM WITH EVERYTHING, FLIGHTS, HOTEL, VISA, UM, EVEN SUPPORT ON BEING ABLE TO GET, UH, THEIR VISA, UM, AND TOUR MANAGERS SUPPORT.

I WAS TOUR MANAGER FOR A WEEK, JUST MAKING SURE THAT THEY HAD THE RIGHT EQUIPMENT TO BE ABLE TO HAVE THESE ADDITIONAL PERFORMANCES, WHICH EACH OF THEM FOR BACK LINE IS, IS EXPENSIVE.

SO, UM, YEAH, AND WE ALSO HAD A, A SOUTH BY SOUTHWEST AUSTIN, UM, UH, WELCOME, UH, EVENT IN TOAST WITH, UH, WITH THEIR INCLINE, UM, FROM SOUTH BY SOUTHWEST.

SO THIS WAS ALSO AN ADDED VALUE FOR THAT BRAND.

WE WERE ABLE TO TALK ABOUT SOUTH BY AS A BRAND, UM, AS WELL AS ENCOURAGE VISITATION TO, UH, SEE THE ORIGINAL EXPERIENCE HERE IN THE CITY.

IN 2022, WE PARTNERED WITH A, A MUSICIAN NAMED GRAHAM WILKINSON.

UM, WE TOOK, UM, UH, WHAT WAS MOSTLY, UH, A SERIES OF TRADE EVENTS, UM, SO REALLY DEALING WITH TRAVEL AGENTS, UM, UH, TOUR OPERATORS, UM, FOLKS THAT, UH, PACKAGE AND SELL THE DESTINATION.

UM, SO HE PERFORMED, UH, SEVERAL EVENTS, UH, FOR THIS AUDIENCE.

UM, AND DURING THIS TRIP, UM, WE ALSO INVESTED IN, UH, RADIO PROMOTION.

UM, SO

[00:20:01]

HE, THROUGH HIS VOICE, UM, ACTUALLY DID SOME, UH, SOME RADIO SPOTS AND FULL LENGTH INTERVIEWS, UM, WITH ABOUT 335 STATIONS, UH, AROUND THE US AROUND THE, AROUND UK.

UH, SO THAT WAS, UM, ESSENTIALLY, UM, AN 11.9 MILLION TOTAL AUDIENCE REACH.

WE HAD INTERVIEWS WITH, UH, REALLY KEY PUBLICATIONS IN THE UK.

UM, AGAIN, THIS WAS AN OPPORTUNITY FOR THE MUSICIAN TO TALK ABOUT, NOT JUST AUSTIN IS A GREAT PLACE, BUT WHY THEY CHOSE AUSTIN, WHY THEY LIVE IN AUSTIN, WHY THEY WORK IN AUSTIN, THEIR NEW PROJECTS.

UM, SO VERY MUCH A, AN INTEGRATED, UM, CAMPAIGN, UM, THAT, THAT, THAT SUPPORTS, UH, NOT JUST OUR EFFORTS TO PROMOTE THE DESTINATION, BUT THE MUSICIAN ITSELF.

THIS WAS, UH, IN 2019, WE PARTNERED WITH NEWPORT FOLK FESTIVAL, UM, REALLY GREAT FESTIVAL IN, IN, IN, IN THE SENSE OF HOW LEGENDARY IT IS FOR AMERICANA BLUES, SOUL MUSIC.

UM, WE CREATED WHAT WE CALL THE AUSTIN MUSICIAN MAKERS AND LOUNGE.

UM, WE PARTNERED WITH FORT LONESOME, UH, A CHAIN STITCH EMBROIDER HERE, UM, WHO DOES A LOT OF SUITS FOR, UM, FOR HUGE COUNTRY ACTS FOR, UM, FOR DIFFERENT FOLKS IN THE CITY.

UM, AND WE WORK WITH SONG CONFESSIONAL AS WELL, UM, AS WELL AS WITH CHARLIE CROCKETT.

UM, THIS WAS HIS FIRST TIME.

HE'S, HE'S AN AWESOME BASE MUSICIAN.

UH, AND THIS WAS HIS FIRST TIME PLAYING NEWPORT FOLK FESTIVAL.

AND, UH, WE TEAMED UP WITH FORT LONESOME.

THEY MADE HIM A REALLY AMAZING SUIT AND, UH, WE'RE CHAIN STITCHING, UH, ON SITE.

AND WE HAD SONG CONFESSIONAL ON SITE, TAKING CONFESSIONS, CONFESSIONS, UH, AND THEN WE DID, UH, ABOUT 11 OTHER AUSTIN ARTISTS, UH, SONGS WITH THEM, UH, IN THE CITY.

SO THEY WERE ALSO COMPENSATED TO WRITE SONGS BASED ON THAT.

UM, ABOUT 3000 FOLKS WERE ABLE TO ENGAGE WITH UNIQUELY.

UM, AND THEN WE HAD A FLYAWAY THAT PROMOTED THE DESTINATION, UH, FOR ATTENDEES WHO WANTED TO SIGN UP.

WANTED TO TALK TO YOU ALL A LITTLE BIT ABOUT THE DIGITAL MARKETING THAT WE DO AROUND MUSIC.

UM, OBVIOUSLY OUR, OUR, OUR MAIN CAMPAIGNS THAT WE DO ALL TOUCH MUSIC.

SO OUR, OUR BIG MEDIA BUYS THAT, UH, OUR GENERAL MARKETING DEPARTMENT ALL TOUCHES MUSIC.

SO, UM, THAT CERTAINLY, UH, WILL ALWAYS BE GOING ON AND WILL ALWAYS BE TOUCHING PILLARS THAT, UM, ARE IMPORTANT AND INFLUENTIAL FOR THE DESTINATION AS ATTRACTIONS.

UM, BUT THESE ARE MORE, UH, TARGETED, UH, MUSIC SPECIFIC, UM, ENDEAVORS THAT WE DO THROUGH THE MUSIC OFFICE.

SO, JUST TO GIVE YOU A LITTLE DIFFERENCE.

UM, SO LAST YEAR, UH, THROUGH AUGUST AND SEPTEMBER, UM, WE'VE IN PARTNERSHIP WITH CITY OF AUSTIN, UH, MUSIC ENTERTAINMENT DIVISION, UM, SEVERAL YEARS AGO, WE WERE TASKED BY CITY COUNCIL TO, UM, ESSENTIALLY CREATE MUSIC RECOVERY CAMPAIGNS, UH, DURING THE PANDEMIC, UM, IN PARTNERSHIP WITH CITY OF AUSTIN.

UM, SO WE, THIS IS ACTUALLY THE THIRD ONE.

UM, WE WORKED ON ALL THREE OF THEM WITH A LOCAL MEDIA PARTNER CALLED ORANGE 1 4 2.

THEY'RE ACTUALLY JUST RIGHT UP THE STREET ON, UH, SOUTH CONGRESS.

AND, UM, AND REALLY THE, THE GOAL OF THIS WAS HOW CAN WE MAKE OUR, HOW CAN WE MAKE THE EXPERIENCE OF TRIP PLANNING FOR MUSIC, UH, TOURISTS MORE, UM, MORE SIMPLE, MORE USER FRIENDLY? SO IT INVOLVED, UH, AN UPDATED, UH, REVAMPING OF OUR MUSIC SCENE, UH, WEBSITE ON THIS IS AUSTIN.ORG.

UH, SO INVOLVE NEW MUSIC CONTENT, UM, INTERACTIVE ELEMENTS, UH, VENUE GUIDE, UH, VENUE MAP, UM, UH, VERY SPECIFIC BLOG ENTRIES.

UM, WHETHER YOU'RE LOOKING FOR RECORD SHOPS OR YOU'RE LOOKING FOR, UM, CENTRAL AUSTIN VENUES, OR, UM, YOU KNOW, YOU NAME IT ANY LISTICLE, WE PROBABLY HAVE IT.

UM, SO ESSENTIALLY THIS, THIS MEDIA BUY HAD PLACEMENTS IN, UH, IN VARIOUS, UM, DIFFERENT, UM, YOU KNOW, NEWS WEBSITES, MUSIC STUFF, UM, AND THAT ALL LINKED BACK TO OUR WEBSITE.

UM, AND, UH, IT GARNERED 3.8 MILLION IMPRESSIONS.

UM, WHICH AGAIN, THIS IS JUST V THREE.

WE'VE HAD TWO OTHER ONES.

UM, AND THE GOAL OF THIS WAS TO CREATE TRAFFIC TO MUSICIAN AND VENUE WEBSITES.

SO, UM, ESSENTIALLY EVERYTHING THAT'S HYPERLINKED, UH, IN OUR WEBSITE, UM, THOSE, THAT 15,000, UH, 473 NUMBER THAT'S DIRECT REFERRALS, PEOPLE CLICKING OUT OF OUR MUSIC SCENE WEBSITE ONTO LOCAL ARTISTS, SOCIALS, LOCAL ARTISTS, WEBSITES, LOCAL VENUES, UM, AND HOPEFULLY PLANNING, UM, THEIR TRIP OR AT LEAST BUILDING AWARENESS FOR WHAT'S AVAILABLE HERE IN THE DESTINATION.

MR. MR. ZA, I'M JUST AWARE OF THE TIME, SO, UM, IF YOU COULD WRAP IT UP AND THEN WE'LL GO TO QUESTIONS TOO.

SOUNDS GOOD.

THANK YOU SO MUCH.

YEP.

UH, ONLY A COUPLE MORE.

UH, WE GOT, UH, WE DO SOME COOL TAKEOVERS ON A SOCIAL MEDIA ACCOUNT.

UH, ESSENTIALLY THIS IS EMPOWERING MUSICIANS TO, UH, BE TOUR GUIDES.

UM, SO THEY JUST GO AROUND THE CITY, UM, HIGHLIGHTING DIFFERENT PORTIONS OF, UH, OF THEIR FAVORITE, UM, ATTRACTIONS.

[00:25:01]

UM, SO WE, WE PUT SOME PAID MEDIA BEHIND THIS, BUT FEATURED A BUNCH OF ARTISTS, UH, A BUNCH OF DIVERSE ARTISTS.

SO WE'RE, WE'RE REALLY HAPPY TO, TO, TO, TO BE ABLE TO DO THESE KIND OF THINGS IN OUR SOCIAL AND, AND CONTINUE TO DO SO.

UH, OUR VISIT LOSS IN DISTRICT VIDEOS, UM, THESE, UH, WERE LAUNCHED LAST YEAR, UM, AND WE HAD, UH, MUSIC AND APPEARANCES FROM 10 MUSICIANS.

WE COMPENSATED THEM FOR THEIR APPEARANCE AND ALSO THEIR MUSIC CONTRIBUTION.

THEY, I ENCOURAGE Y'ALL, IF Y'ALL HAVEN'T SEEN IT, UH, TO CHECK IT OUT, HAS A REALLY INTERESTING SCORE THAT'S ACTUALLY THE AMALGAMATION OF, OF ALL THE MUSICIANS, UM, COMING TOGETHER AND, AND BEING A SCORE.

SO IT'S A VERY INTERESTING AUDIO AND, AND VISUAL EXPERIENCE.

WE WORK WITH LOCAL PRODUCTION, COMPANY, ARTS AND LABOR ON THIS ONE.

UH, AND THEN THIS IS JUST OUR WEBSITE, UH, JUST WANTED Y'ALL TO GET A LITTLE LOOK AT IT ON SOME OF THE STATS.

UM, UH, 1.3 MILLION VIEWS A YEAR, AND, UH, 111 TOTAL CLICKS OUT.

UM, THESE ARE, AGAIN, REFERRALS TO BUSINESSES, VENUES, OR MUSICIAN WEBSITES AND SOCIAL MEDIA.

BUT THESE ARE SOME OF THE WAYS THAT, UH, WE MARKET AUSTIN MUSIC, THE WAY WE WORK WITH, UH, THE LOCAL, UH, AUSTIN MUSIC ECOSYSTEM, UM, AND THE WAYS WE LOVE, UH, TO BE ABLE TO TAKE IT ON THE ROAD AND, AND, AND TALK ABOUT THESE THINGS.

SO, UM, THANK Y'ALL SO MUCH FOR GIVING US THE TIME TO TALK A LITTLE BIT ABOUT THIS, AND I'M HAPPY TO TAKE SOME QUESTIONS.

THANK YOU SO MUCH, MR. LOZANO.

COMMISSIONERS, ARE THERE ANY QUESTIONS, COMMENTS? VICE CHAIR BAILEY, THANK YOU FOR THE PRESENTATION.

IT WAS, THAT'S, THAT'S A LOT OF INFORMATION AND, UM, I'M, I'M GLAD TO SEE HOW INNOVATIVE, UH, YOUR ORGANIZATION IS.

WHAT I, I GUESS THE, THE MAIN QUESTION I HAD WAS, THIS IS REALLY PROGRESSIVE AND I THINK, YOU KNOW, TIMELY.

I'M WONDERING WHO YOU, WHO ELSE, WHEN YOU'RE OUT IN THE WORLD DOING YOUR WORK, THE WORK FOR AUSTIN AND THE WORK FOR VISIT AUSTIN, WHO ELSE IS TRYING TO MAKE A RUN AT THIS? HAVING A DEPARTMENT IN THEIR TOURISM OFFICES THAT ARE TRYING TO REPLICATE OR HAVE THEIR OWN APPROACH, WHO, WHO ELSE USES MUSIC TO THE, THE LEVEL THAT AUSTIN IS TO DRIVE THEIR TOURISM AGENDAS? YEAH.

UH, SO JUST TO GIVE YOU AN EXAMPLE, WHEN I STARTED, THERE WAS MAYBE ONE AND A LOT OF THE TIMES, UH, AND I WAS JUST TALKING TO CHIP ABOUT THIS A LOT OF THE TIMES FOLKS, UH, SPLIT FILM AND MUSIC, UM, WITH MUSIC BEING THE LESS DOMINANT IN THAT EQUATION USUALLY, UM, WHEN I STARTED, THERE WAS MAYBE ONE AND THEY WERE, UM, MUSIC AND FILM.

UH, BUT I MEAN, CHIP CAN TELL YOU EVEN IN THE STATE HOW THAT THAT'S PART OF THEIR WORK.

THEY'RE INCREASING, UM, YOU KNOW, MUSIC FRIENDLY'S DESTINATIONS AND, AND ENCOURAGING OTHER DESTINATIONS TO, UM, TALK ABOUT THEIR MUSIC COMMUNITY AND, AND WHAT THEY HAVE TO OFFER.

MM-HMM.

.

UM, BUT EVERY MUSIC CITY HAS, UH, NOW, UH, SOME SORT OF A MUSIC ROLE.

SO, SO N NASHVILLE IS OBVIOUS.

YEAH.

NASHVILLE.

NASHVILLE IS OBVIOUS.

MEMPHIS, UM, SEATTLE, I THINK SEATTLE HAS, HAS A MM-HMM, .

SO WHO, I'M JUST FOR THE SAKE OF SOME OF MY OTHER PI MEAN, I'M, YEAH.

I WORK IN THE MUSIC FIELD, SO I'M A LITTLE MORE INSIGHTFUL TO IT, BUT YEP.

JUST TO OPEN IT UP FOR, SO WE THINK ABOUT IT AS A BODY WHO ELSE IS OUT THERE YEAH.

TRYING TO BRING, YEAH, I CAN GET Y'ALL A FULL LIST OF, UH, OF SOME OF THE FOLKS.

UM, BUT IT'S CERTAINLY EXPONENTIAL GROWTH, AND THAT MEANS EXPONENTIAL COMPETITION IN TERMS OF THE WAYS THAT WE GO OUT AND TALK ABOUT DESTINATION MARKETING AND, UM, YOU KNOW, LIKE, ARE YOU GONNA PICK COKE OR COCA-COLA OR ARE YOU GONNA, LIKE, IT'S, IT'S PART OF, UH, BEING PRESENT IN THAT MARKETING AND, AND BEING ABLE TO SEPARATE OUR MUSIC EXPERIENCE FROM OTHER DESTINATIONS.

RESPECTFULLY.

THANK YOU.

VICE CHAIR BAILEY.

COMMISSIONER CHAPO.

HEY, THANKS FOR COMING OUT TODAY.

GREAT INFORMATION, AND THANK YOU FOR, UM, NOT ONLY PUSHING AUSTIN, TEXAS, BUT ALSO PUSHING, UM, OUR MUSICIANS, WHICH ARE, I THINK, THE ECONOMIC UNDERCURRENT OF, OF ONE OF THE MAIN DRIVERS OF THE CITY.

UM, QUESTION ON BACK WHERE YOU TALK ABOUT, UM, HIRING AN AUSTIN MUSICIAN.

DO YOU HAVE ANY METRICS OR DO YOU PUSH OUR ARTISTS TOWARDS GIGS THAT ARE PAID AT LIVING WAGES OR LABOR WAGES? DO YOU HAVE ANY AFFILIATIONS WITH ANY OF THE LOCAL UNIONS HERE WHERE YOU TRY TO DRIVE? DO YOU SEE WHERE I'M GETTING AT? YEAH, YEAH.

AND SO IF YOU'RE GONNA TALK A LITTLE BIT MORE ABOUT THAT, 'CAUSE A GREAT, RIGHT.

CLIPS ARE GREAT AND EXPOSURE IS GREAT, AND I LOVE THE STORIES ABOUT THE REAL AUSTIN MUSICIAN LIVING THEIR LIFE HERE.

RIGHT? UM, BUT IF YOU COULD JUST GO ON SOME OF THE THINGS AROUND THE ECOSYSTEM THAT'S HELPING SUPPORT A COMMUNITY OF ARTISTS.

YEAH, SURE THING.

UM, WE HAVE NO OFFICIAL AFFILIATION WITH, UH, WITH EITHER OF THOSE, UM, UH, LIKE UNIONS OR LIVING WAGE EXAMPLES, BUT I COULD ASSURE YOU THAT WHAT WE PAY IS, IS, IS ABOVE AND BEYOND,

[00:30:01]

UM, THOSE RATES.

UM, AND A LOT OF THE TIMES WE'RE WORKING WITH THE MUSICIANS TO QUOTE, UM, SO THEY'RE OFFERING DIRECTLY THEIR QUOTE BASED ON WHAT THEIR PERCEIVED VALUE FOR THAT PERFORMANCE IS.

SO IT TENDS TO VARY.

UM, BUT CERTAINLY, UM, WHEN I WORK WITH MUSICIANS, UM, I TRY TO BE AS TRANSPARENT AS POSSIBLE, AND MY GOAL IN THIS ROLE IS TO MAKE MUSICIANS MONEY.

I HAVE NO OTHER, NO OTHER GOAL.

AND TO BE ABLE TO DO THAT, UH, AND TO SUPPORT OUR MUSIC COMMUNITY AND DOING IT IN A WAY THAT IS ABOVE, UM, CURRENT CITY FAIR PAY, UH, ABOVE UNION RATE, AND WHAT I'VE SEEN IN MY EXPERIENCE, UM, CERTAINLY IS, IS A BIG PART OF, UM, WHY WE DO IT.

SO, NO, THANK YOU.

AND I JUST DID THE MATH REALLY QUICK.

I THINK YOU HAVE A 35% INCREASE, I GUESS, SINCE YOU'VE TAKEN ON THE ROLE.

SO KUDOS TO YOUR MISSION.

THANK YOU.

HI, THANK YOU.

COMMISSIONER CHAPEL.

HI, OMAR, COMMISSIONER MATHIS MATHIS.

HI MADAM COMMISSIONER MATHIS, I'VE ACTUALLY WORKED WITH, WITH YOU, UM, BEFORE.

I'M A DIRECTOR OF SALES AT A HOTEL IN DOWNTOWN AUSTIN.

I JUST WANTED TO CHAPEL, LET YOU KNOW THAT WE ACTUALLY WORKED WITH HIS OFFICE BEFORE BECAUSE WE WANTED LIVE MUSIC, UM, ON THE PATIO OF MY HOTEL DURING PCMA.

MM-HMM.

.

AND, UM, YOUR TEAM GAVE US RANGES OF, UM, PRICE RANGES FOR DIFFERENT ARTISTS.

YOU SAID YOU HAD SO MANY, COULD I LET YOU KNOW THE BUDGET? I SAID, I THINK WE'RE AROUND IN HERE.

UM, AND THEN THE ARTIST HERSELF IS THE ONE THAT GAVE THE SPECIFICS ON, UM, WHAT HER, HER RATE WAS.

UM, AND IT TURNED OUT TO BE SUCH A, A GREAT EVENT.

WHENEVER YOU HAVE LIVE MUSIC, IT ALWAYS MAKES THINGS BETTER.

SO WE APPRECIATE EVERYTHING THAT, THAT YOU DO TO MAKE AUSTIN SPECIAL.

'CAUSE YOU'RE RIGHT, YOU KNOW, MANY CITIES NOW, UM, LIKE FOR EXAMPLE, FORT WORTH MARKET, THEIR MUSIC AS WELL.

SO, UM, IT'S IMPORTANT FOR THAT WE AMPLIFIED THIS CULTURE.

YES, MA'AM.

THANK YOU FOR THAT.

AND, UH, YEAH, I REMEMBER, UH, REMEMBER THAT.

AND YEAH, I THINK, YOU KNOW, THE MORE THAT WE CAN GET HOTELS ONBOARD TO SUPPORT LIVE MUSIC AND, UH, THROUGHOUT THE YEAR, I THINK THAT, YOU KNOW, IS A BIG PART OF THE DAYTIME ACTIVITIES THAT MUSICIANS ARE LOOKING FOR THAT MIGHT BE AVAILABLE IN OTHER DESTINATIONS THAT ARE MORE COMPETITIVE.

BUT, UH, HERE, UNLESS THERE'S A BIG MUSIC MOMENT, UM, IT'S KIND OF HARD TO, UH, TO BUILD THAT OUT.

SO THANK Y'ALL FOR, FOR HOSTING MUSIC DURING THE DAY AND, UM, AND FOR WORKING WITH US.

OF COURSE.

THANK YOU.

COMMISSIONER MATHIS, ARE THERE ANY ADDITIONAL COMMENTS OR QUESTIONS WITH REGARD TO THIS PRESENTATION? I HAVE ONE.

UH, I, I'D LIKE TO GO BACK TO THE TOP ORIGIN MARKETS SLIDE.

UM, I, I'M INTERESTED IN SEEING OR HEARING HOW THESE STATISTICS ARE GENERATED IN TERMS OF TOP ORIGIN MARKETS FOR, UH, VISITORS COMING TO AUSTIN FOR SEEING A CONCERT, OR, YEAH, SO OBVIOUSLY IT'S, IT'S GONNA VARY BASED ON, UM, IN TERMS OF THE ORIGIN MARKETS ARE GONNA VARY BASED ON EACH EVENT.

UM, WE ACTUALLY WORK WITH, UM, WITH A COMPANY CALLED ZAKO.

UM, THEY WORK WITH, UH, WITH, UH, ANONYMOUS CELL PHONE DATA.

MM.

UM, SO A LOT OF, UM, A LOT OF THE TRAJECTORY YOU CAN SEE THAT THEY HAD, THAT'S KIND OF THEIR, UM, WHAT WE CALL THE VISITOR JOURNEY.

UM, BUT, UH, YEAH, ESSENTIALLY IT'S, IT'S, UM, IT'S IT'S ORIGIN MARKETS, UM, THAT THOSE CELL PHONES TELL US, UH, THAT THOSE PEOPLE ARE BASED IN, AND, AND IF IT'S SOMEBODY IN AUSTIN, UM, THERE'S A CERTAIN TIME LIMIT THAT TELLS YOU THAT THEY'RE A RESIDENT OR NOT.

SO THESE ARE ALL, UM, PAST THAT, UH, OR UNDER THAT, UM, UNDER THAT MARKET.

SURE.

UH, ACTUALLY NEXT SLIDE.

YOU HAD IT .

SORRY.

UM, THERE WE GO.

SO, UH, AND BECAUSE WE'RE ABOUT THE HOT TAX HERE AT THE TOURISM COMMISSION, I WANTED TO BRING ATTENTION TO THE 86% OF VISITORS WHO STAYED OVERNIGHT FROM TOP ORIGIN MARKETS.

CAN YOU SPEAK TO HOW THAT STATISTIC IS GENERATED? YEAH, AGAIN, THAT'S, UH, ESSENTIALLY CELL PHONE DATA, UH, FROM, UH, FOLKS THAT ARE CLEARLY NOT RESIDENTS.

UH, UH OH, I SEE.

UM, YEAH, THE, LIKE, HOW THEY STAYED OVERNIGHT, UM, OH, THE VERY FIVE, IT'S BASED ON THE TIME, THE TIME THAT, THAT THEY WERE IN MARKET, UM, OKAY.

AND BEING ABLE TO TRACK THAT TIME FROM WHEN THERE'S, AS SOON AS THEY FLY IN, OR AS SOON AS THEY DRIVE IN THE FIRST CELL PHONE TOWER THAT THEY HIT TO THE LAST ONE THAT THEY HIT OUTTA THE CITY LIMITS.

SO, SO THAT'S INTERESTING.

I, I WONDER, I, I LIVE HERE, BUT I HAVE A 5 0 3 NUMBER.

SURE.

SO, UM, ARE YOU, SO YOU WOULDN'T BE IN THAT, UH, IN THAT POOL BECAUSE

[00:35:01]

YOU INTERACT WITH THIS CITY ON A REGULAR BASIS.

I SEE.

YEAH.

OKAY.

YEAH.

YEAH, THAT'S WHAT I WAS GONNA .

I FEEL LIKE WE NEED TO BRING THEM IN TO TALK ABOUT TOURISM .

NO, LIKE, I GOT A 3 0 3 1 OH NUMBER JUST FROM LIKE AN OLD WORK NUMBER AND, UH, AND YEAH, SO I, I WOULDN'T BE, EVEN THOUGH IT'S A DIFFERENT AREA CODE, I WOULDN'T BE IN THAT POOL.

INTERESTING.

COMMISSIONER MATH, YOU HAVE A COMMENT.

AND HOTELS WILL ALWAYS HAVE INFORMATION AS FAR AS FAR WHERE OUR, UM, FEEDER MARKETS ARE FOR DIFFERENT EVENTS.

OUR FEEDER MARKETS FOR ACL ARE, ARE FAIR, ARE VERY DIFFERENT FROM FORMULA ONE.

VERY DIFFERENT FROM SOUTH BY SOUTHWEST.

MM-HMM.

.

UM, SO, YOU KNOW, LIKE FOR EXAMPLE, ACL, THERE'S GONNA BE A LOT OF PEOPLE THAT ARE FROM DALLAS, HOUSTON.

UM, IT GETS BIGGER FOR, FOR FORM FORMULA ONE THAT STILL, YOU KNOW, UM, IS ALSO WITH INTERNATIONAL TRAVEL SOUTH BY ALSO HAS INTERNATIONAL TRAVEL.

BUT, UM, YOU KNOW, LIKE THE, WHEN FOOD AND WINE WAS HERE BEFORE, UM, AND WHO WAS THE OTHER, THE PO THAT ONE YEAH.

PUBLIC THAT THEY KNOW HOW MANY PEOPLE ACTUALLY COME IN HERE AND, AND STAY IN, IN THEIR HOTELS BECAUSE C3 DOES THEM AND THEY KNOW EXACTLY WHERE THEY'RE THEY'RE FROM.

WE ALL HAVE THIS.

YEAH.

AND, UH, YOU KNOW, I THINK FOR A LOT OF THESE LIKE RESIDENCY, UM, SHOWS THAT, YOU KNOW, WE'RE SORT OF A BIT NEW TO HERE IN, IN AUSTIN, OBVIOUSLY ACL HAS DONE THEM FOR A WHILE, BUT ONES THAT, YOU KNOW, ARE BRINGING IN, YOU KNOW, 10 TO 20,000 PEOPLE, UH, A NIGHT, UH, YOU KNOW, THESE, UH, A LOT OF THE TIMES, UM, DRIVE MARKETS ARE SORT OF THE FIRST TO, TO REALLY SCOOP UP TICKETS AND, AND, AND MAKE THE TRIP.

UM, AND, AND SOME CLOSE FLY MARKETS AS WELL, LIKE NEW ORLEANS.

AND THE DATA IS INCREDIBLE.

WHEN I SEE ON HERE THAT THE VENUES, UM, THAT, UM, POPPED UP FOR YOUR ATTENDEES, ONE OF 'EM WAS ONE IN A MILLION .

I WAS LIKE, MAN, I'M NOT SURPRISED YOU.

THAT WAS JUST LAUGHING.

YOU DRIVE BY THAT YOU SEE ONE IN A MILLION, GOD BLESS HIM.

I MEAN, WELL THAT'S, THAT'S SOME OLD SCHOOL AUSTIN LOVE.

I I LIKE THAT.

SO, YEAH.

WELL, IT'S NOT ABOUT THE TALK.

THANK, THANK YOU COMMISSIONERS, AND, UM, THANK YOU SO MUCH MR. LOZANO FOR COMING TODAY.

THANK, WE REALLY APPRECIATE YOUR TIME AND IT, WE ALSO APPRECIATE THIS BROADER SURVEY OF THE MUSIC ECONOMY AND HOW IT RELATES TO TOURISM HERE, UH, AND ULTIMATELY BUILDING THE HOT TAX FOR, UM, FUNDING ESSENTIAL PROGRAMS THAT, UH, EXPAND THE BRAND OF AUSTIN, UH, MORE WIDELY.

SO THANK YOU FOR YOUR WORK.

YES, THANK Y'ALL SO MUCH FOR, UH, INVITING US AND YEAH, ANYTHING WE CAN DO TO HELP.

THANK YOU.

THANK YOU.

THANK YOU.

THANK YOU.

WITH THAT, I'D LIKE TO

[4. Presentation by Chip Adams, Community Relations and Outreach Specialist with the Texas Music Office - Office of Governor Greg Abbott, regarding the Music Economy in the State of Texas and its impact on Tourism ]

CALL UP OUR NEXT SPEAKER, UH, PRESENTER, UM, CHIP ADAMS, THE COMMUNITY RELATIONS AND OUTREACH SPECIALIST WITH THE TEXAS MUSIC OFFICE, UH, THROUGH THE OFFICE OF GOVERNOR GREG ABBOTT.

AND HE'LL SPEAK TO HOW THE MUSIC ECONOMY, UM, IS IMPORTANT HERE IN THE STATE OF TEXAS AND ITS IMPACT ON TOURISM.

BUT BEFORE THEN, I'D LIKE TO MAKE A BRIEF NOTE.

UH, THE FLOWERS YOU SEE BEFORE YOU TODAY ARE IN CELEBRATION OF TOURISM WEEK.

UM, MAY IS A GREAT MONTH FOR TOURISM, AS IS EVERY MONTH IN THE YEAR, BUT WE WANTED TO CALL THAT OUT.

UH, ADDITIONALLY, COMMISSIONERS, KTI MCGEE AND THE LAST, AND BISON, I'LL SEND THE REGRETS THAT CANNOT BE HERE THIS AFTERNOON.

UM, AND THERE'S ONE MORE, COMMISSIONER SHAPEY AS WELL.

SO THANK YOU, UH, EVERYONE FOR LETTING ME KNOW WHETHER OR NOT YOU CAN MAKE IT TO THESE MEETINGS AS WE HAVE IMPORTANT CONVERSATIONS LIKE THIS ONE TO, UM, TO HAVE.

UH, SO WITH THAT, I'D LIKE TO WELCOME MR. ADAMS. THANK YOU.

WELL, UH, AS OF YESTERDAY, I'VE ACTUALLY BEEN, UH, PROMOTED TO DIRECTOR OF THE TEXAS MUSIC OFFICE.

SO IT'S AN HONOR TO BE HERE.

AND THIS IS MY FIRST PRESENTATION UNDER THIS ROLE.

SO THANK YOU.

UH, IT'S GREAT TO BE HERE.

AND, UH, SO TWO DAYS INTO A NEW ROLE, BUT I'VE ACTUALLY BEEN WITH THE, UH, TEXAS MUSIC OFFICE FOR FOUR AND A HALF YEARS NOW.

UM, I'VE BEEN RUNNING OUR MUSIC FRIENDLY TEXAS PROGRAM, WHICH OUR PREVIOUS DIRECTOR, BRENDAN ANTHONY, CREATED, I THINK ABOUT EIGHT YEARS AGO.

AND WHEN THAT PROGRAM GREW FROM ONE CITY TO 10, AND HE SAW THAT THERE WAS A LOT OF MOMENTUM BEHIND THE PROGRAM AND INTEREST FROM OUR CITIES AROUND THE STATE ON HOW TO GROW THEIR LOCAL MUSIC INDUSTRIES.

AND HE REALIZED IT NEEDED SOMEBODY TO ACTUALLY RUN THE PROGRAM INDEPENDENTLY.

SO, UM, THEY BROUGHT ME IN AND I'VE GROWN THAT PROGRAM FROM 10 TO 60 CITIES ACROSS OUR STATE, UM, REALLY UTILIZING CITIES LIKE AUSTIN ON THE TEMPLATE OF HOW TO DO THIS RIGHT, HOW A CITY SHOULD BETTER UNDERSTAND, SUPPORT, AND HELP GROW THEIR, THEIR LOCAL MUSIC INDUSTRY.

SO MY HATS OFF TO OMAR AND, AND HIS TEAM, YOU KNOW, VISIT AUSTIN DOES IT SO WELL.

UM, SO YOU ALL KNOW MY BACKGROUND JUST A BIT MORE.

UM, I'VE BEEN WITH THE TMO FOR FOUR AND A HALF, BUT I'VE BEEN AN AUSTIN RESIDENT FOR ABOUT 16 YEARS NOW.

[00:40:01]

UM, BEEN A TEXAN MOST OF MY LIFE.

UH, MY CAREER HAS BOUNCED FROM RADIO TO WORKING FOR LABELS, DOING PROMOTION AND MARKETING.

UM, BUT FOR THE PAST, WELL BEFORE MY TIME WITH THE TMO, I RAN A RECORD LABEL FOR ABOUT 11 YEARS.

UM, AND SO, AND I, I COULDN'T HELP BUT SMILE WHEN WE WERE WATCHING THE, THE OMAR'S PRESENTATION, AND I SAW THE, UH, THE CONFESSIONAL BOOTH, WHICH, UH, WALKER LUIN WAS ONE OF MY FIRST SIGNINGS TO OUR LABEL.

SO, UM, I'VE BEEN WORKING HARD, UM, FOR AUSTIN MUSICIANS AND TEXAS MUSIC AS A WHOLE FOR MY ENTIRE CAREER.

SO FINDING A SPOT, UM, WHERE I CAN HELP ALL OF OUR CONSTITUENTS ACROSS ALL GENRES ACROSS THE ENTIRE STATE'S, BEEN REALLY A DREAM.

AND IT'S ALWAYS WORTH POINTING OUT TO THAT.

WE, UH, UP UNTIL ABOUT A YEAR AGO, WERE THE ONLY STATE IN THE US THAT HAD A STATE RUN MUSIC OFFICE LIKE WE DO.

UM, WE ARE THE ONLY ONE, LIKE OMAR MENTIONED, A LOT OF CITIES HAVE SPLIT FILM COMMISSIONS AND MUSIC OFFICES.

THERE'S A FEW OF THOSE, BUT UP UNTIL TENNESSEE LAST YEAR, TEXAS WAS THE ONLY ONE.

UH, AND WE'VE BEEN DOING THAT FOR 34 YEARS NOW.

SO I, I THINK THAT SHOWS A LOT THAT TEXANS TAKE SUCH PRIDE AND VALUE IN, IN OUR MUSIC INDUSTRY.

AND, UH, IT'S AN HONOR TO HELP KIND OF HELP THAT GROW.

UM, MY PRESENTATION'S NOT NEARLY AS BEAUTIFUL AS OMAR'S.

I, I TOLD HIM I NEED SOME LESSONS ON, ON POWERPOINT.

UM, MOST IMPORTANTLY IS WHERE TO FIND US.

WE'LL TALK A LOT ABOUT JUST THE ECONOMICS OF THE TEXAS MUSIC INDUSTRY AND A BIT ABOUT OUR PROGRAMS TODAY.

BUT, UH, WE HAVE ALL KINDS OF ONLINE RESOURCES.

SO PLEASE JUST GO TO OUR SITE, TEXAS MUSIC OFFICE.COM, AND WE'RE ON ALL YOUR SOCIALS.

FACEBOOK, INSTAGRAM, LINKEDIN, AND I GUESS IT'S X NOW IT'LL BE TWITTER.

I'M GEN X, I'M STUCK IN MY WAYS.

SO, UH, BUT WE'RE ON ALL OF OUR, ALL THE SOCIALS.

BUT WHAT WE DO, UM, WE ARE PART OF THE GOVERNOR'S OFFICE, BUT TECHNICALLY WE ARE ECONOMIC DEVELOPMENT AND TOURISM.

SO WE SHARE A FLOOR WITH THE TEXAS FILM COMMISSION AND TRAVEL TEXAS.

SO THE THREE OF US TAKE THE THIRD FLOOR ON THE, THE STATE INSURANCE BUILDING.

WE CALL IT THE, THE FUN FLOOR.

UM, BUT OUR MAIN JOB IS REALLY TO HELP BRING INDUSTRY TO OUR STATE AND TO SUPPORT OUR BUSINESSES AND, UH, OUR MUSICIANS.

SO EXAMPLES OF WHAT WE HELPED BRING TO TEXAS IS WHEN WE BROUGHT BMI HERE TO AUSTIN.

UH, WE HELPED BRING THE CMT AWARDS HERE TO TEXAS, UH, THE ACMS, WHICH I BELIEVE ARE NEXT WEEK IN FRISCO, WE HELPED BRING THEM HERE.

UM, SO HOPING TO SEE MORE OF THAT, BRINGING MORE RESOURCES TO OUR STATE TO HELP GROW THE INDUSTRY.

UH, WE HAVE A FEW PROGRAMS THAT WE DO RUN OUT OF THE OFFICE.

UM, AND I HAVE SLIDES FOR BOTH OF THOSE.

OUR MUSIC EDUCATION AND COMMUNITY GRANT PROGRAM, UM, OUR INCUBATOR REBATE PROGRAM, AND OF COURSE MY MUSIC FRIENDLY PROGRAM.

UM, SO LIKE I MENTIONED, WE'VE BEEN AROUND FOR 34 YEARS.

UH, WHEN THIS OFFICE WAS ORIGINALLY CREATED, IT WAS REALLY MORE OF A, A CLEARINGHOUSE FOR, UH, CATALOGING DATA OF THE TEXAS MUSIC INDUSTRY.

WE LITERALLY RAN A DIRECTORY CALLED THE TEXAS MUSIC INDUSTRY DIRECTORY.

THAT WAS KIND OF THE PRIMARY FOCUS OF THIS OFFICE FOR MANY YEARS, UH, UNTIL BRENDAN TOOK OVER AND WE FLIPPED ECONOMIC DEVELOPMENT.

BUT THAT DIRECTORY STILL DOES EXIST.

AND BEING ESSENTIALLY THE ONLY STATE THAT'S HAD A FUNCTIONAL MUSIC OFFICE THIS LONG, WE'RE THE ONLY STATE THAT CAPTURES THAT DATA.

UM, SO WE LOOK AT EVERYTHING THAT TOUCHES UPON THE TEXAS MUSIC INDUSTRY, AND WE'RE LOOKING AT OUR VENUES, OUR ARTISTS, PROMOTERS, MARKETERS, PUBLICISTS, ATTORNEYS, VINYL RECORD PRESSING PLANTS, AND EVERYTHING IN BETWEEN.

AND RIGHT NOW, THAT DIRECTORY IS SITTING AT ABOUT 16,000 ENTRIES.

UM, WHEN WE, I'LL TALK ABOUT OUR ECONOMIC IMPACT REPORT IN JUST A MOMENT, BUT THAT DIRECTORY IS REALLY THE ENGINE THAT DRIVES THOSE REPORTS.

WE'RE ABLE TO UTILIZE THAT DATA TO HAVE THAT ANALYZED SO WE CAN BREAK THAT DOWN INTO TO NUMBERS TO LOOK AT PERMANENT JOBS, UH, JOB GROWTH AND WHAT THE INDUSTRY LOOKS LIKE AND HOW HEALTHY IT IS IN TEXAS.

SO THAT'S KIND OF THE POINT OF THAT.

IT'S FREE, IT'S ON OUR SITE, SEARCHABLE, OPEN TO THE PUBLIC.

IT'S ABOUT TO GET A WONDERFUL MUCH NEEDED FACELIFT.

UH, WE'LL MAKE A BIG SPLASH ABOUT THAT WHEN IT HAPPENS.

BUT THE DIRECTORY, AS IT STANDS STILL IS UP AND RUNNING.

SO IT'S FOR USE FOR ANYBODY TRYING TO FIND A PLACE TO RECORD, A PLACE TO PERFORM MUSICIANS TO BOOK.

AND THAT'S STATEWIDE.

UH, WE SERVE AS A LIAISON BETWEEN OUR MUSIC BUSINESSES AND OUR MUSICIANS, BUSINESSES AND GOVERNMENT OFFICES, UH, AND ALSO TO HELP PUBLICIZE EVENTS, UH, AND BIG DEVELOPMENTS WITHIN THE STATE.

AND WE DO THAT THROUGH OUR SITE, THROUGH OUR NEWSLETTER THAT COMES OUT ONCE A MONTH.

PLEASE FEEL FREE TO SIGN UP AND THROUGH OUR SOCIALS.

UM, AND THEN ALSO HELPING ATTRACT BUSINESSES TO OUR STATE.

SO THE NUMBERS, WHAT WE DO EVERY BIENNIUM WHEN THE LEDGE IS ABOUT TO GO INTO SESSION, WE CRUNCH THESE NUMBERS AND CREATE AN ECONOMIC IMPACT REPORT.

UH, SO WE WILL START THAT PROCESS LATER THIS YEAR.

SO WE'LL HAVE FRESH NUMBERS COMING, UH, AT THE TOP OF 2025.

BUT AS OF LAST YEAR, WE, WE, WE BREAK THESE NUMBERS IN THE, THE TWO SECTIONS, UM, THE ACTUAL DIRECT, UH, PART OF OUR INDUSTRY, AND THEN THE RIPPLE EFFECTS THAT IT HAS THROUGHOUT, UM,

[00:45:01]

THE STATE.

SO YOUR CORE MUSIC INDUSTRY FOR TEXAS IS LOOKING AT ABOUT 90,000 PERMANENT JOBS.

UH, THAT'S 4.6 BILLION IN ANNUAL EARNINGS AND JUST OVER 10.8 BILLION IN ANNUAL ECONOMIC ACTIVITY.

BUT AS WE KNOW, THE MUSIC INDUSTRY, ESPECIALLY FOR FOLKS ON THE ROAD, THERE'S A LOT MORE THAN JUST THE BANDS AND THE VENUES.

YOU'VE GOT A WHOLE SUPPORT STRUCTURE.

YOU'VE GOT CATERING, YOU'VE GOT YOUR HOTELS, YOU'VE GOT YOUR TRANSPORT.

WHEN YOU LOOK AT ALL OF THAT COMBINED, THAT'S 192,000 PERMANENT JOBS, 9.4 BILLION IN EARNINGS, AND, UH, $26.6 BILLION IN ECONOMIC ACTIVITY.

SO, UM, ONE THING I WAS TALKING TO OMAR ABOUT, HE KNEW WE'D BE DISCUSSING THE, THE TEXAS MUSIC ECONOMY, IS HE ASKED, IS THIS BROKEN OUT BY CITY? HOW ELSE CAN WE LOOK AT THIS? AND UP UNTIL NOW, THIS IS JUST A LOOK AT THE STATE.

WE'VE NEVER REALLY BEEN ABLE TO PULL OUT DATA, UH, EVEN JUST BY REGION.

BUT WHAT I'M HOPING, AND OUR GOAL IS FOR THIS NEXT ROUND, KNOCK ON WOOD, WITH OUR NEW DIRECTORY SYSTEM, AND NOW THAT WE HAVE OVER 60 PARTNER CITIES, AND IN FACT, BY THE END OF THIS YEAR, IT'S PROBABLY CLOSER TO 70, I REALLY WANT TO TAKE THIS MODEL AND AT LEAST SHIFT IT SO WE CAN LOOK AT IT BY REGION.

SO THAT'S, THAT'S A GOAL OF OURS THAT WE'LL SEE IF WE CAN ACCOMPLISH THAT.

BUT I WOULD LOVE TO SEE THAT FOR OUR NEXT ECONOMIC IMPACT STUDY.

BUT THE FULL STUDY AS IT STANDS IS, UH, AVAILABLE FOR FREE FOR DOWNLOAD ON OUR SITE.

IF YOU JUST GO TO TEXAS MUSIC OFFICE.COM, ABOUT ON THE MIDDLE, THERE'S A, A TASK BAR, AND YOU'LL SEE ECONOMIC IMPACT STUDY THAT YOU CAN CLICK ON AND, AND DOWNLOAD THAT.

UH, SO THE WAYS THAT WE REALLY DO HELP, AND WHEN I LOOK AT TOURISM AND, AND, AND HOW WE REALLY AFFECT THAT, YOU KNOW, ONE OF THE BIGGEST PIECES IS MAKING SURE WE HAVE VENUES FOR OUR ARTISTS TO PERFORM IN.

AND SPECIFICALLY VENUES THAT ARE SMALLER, THE INCUBATOR STYLE VENUES WHERE OUR ARTISTS ARE CUTTING THEIR TEETH, THEY'RE DEVELOPING THEIR FAN BASES, AND THERE SMALLER VENUES IN CITIES ALL ACROSS OUR STATE.

IN FACT, LOTS OF UNDERUTILIZED VENUES ACROSS OUR STATE, AND WE WANNA MAKE SURE THAT THEIR LIGHTS STAY ON.

SO THIS IS A BILL THAT WAS PASSED ACTUALLY TWO SESSIONS AGO AND FUNDED LAST SESSION, UM, THAT ALLOWS US TO GIVE A REBATE BACK, UH, FOR, UH, VENUES BEER AND WINE SALES, UM, FOR VENUES UNDER 3000 IN CAPACITY, UP TO A HUNDRED THOUSAND DOLLARS.

UM, THE GOVERNMENT GAVE US $20.2 MILLION OVER TWO YEARS TO GIVE OUT.

UM, THE FIRST ROUND OF APPLICATIONS IS CLOSED, AND WE EXPECT OUR NEXT ROUND TO OPEN SEPTEMBER 1ST.

SO FOR ANY OF OUR, OUR VENUES WHO QUALIFY INTO THIS SPACE, UH, I WOULD SUGGEST FOLLOWING OUR SOCIALS, UM, FOR THE OFFICIAL ANNOUNCEMENT FOR THAT DATE.

BUT I'M DEFINITELY THINKING SEPTEMBER 1ST SHOULD BE, UH, HOW THAT'S GONNA GO, UM, FOR OUR VENUES WHO WANT TO LOOK INTO THAT FOR THE NEXT APPLICATION PERIOD, UH, ON OUR SITE.

OR THEY CAN GO TO TIR.GOV, DO TEXAS.GOV TO LOOK AT ALL OF THE QUALIFICATIONS.

'CAUSE ONE THING THAT THIS BILL DID THAT I THOUGHT WAS WONDERFUL IS THAT NOW IN STATE LANGUAGE, WE CAN DEFINE WHAT QUALIFIES AS A MUSIC VENUE.

SO WE HAVE ACTUALLY FOUND A WAY TO SEPARATE OUR MUSIC VENUES FROM, YOU KNOW, OUR RESTAURANTS THAT MAYBE HAVE SOMEBODY PERFORM IN THE CORNER ONCE A WEEK.

THAT'S, WE DON'T VIEW THAT THAT'S A WONDERFUL SPACE FOR SOMEONE TO MAKE SOME MONEY AND GET EXPOSURE, BUT THAT'S NOT A MUSIC VENUE.

SO WE NOW HAVE A LANGUAGE, WHAT, AT LEAST IN THE STATES' EYES, IS A MUSIC VENUE.

AND THOSE ARE WHAT CAN QUALIFY FOR THIS REBATE PROGRAM.

SO SOMETHING WE'RE THRILLED ABOUT TO HELP OUR VENUES NOT JUST KEEP THEIR LIGHTS ON, BUT MAYBE MAKE NECESSARY UPGRADES, PAY THEIR STAFF A BIT MORE, PAY THEIR ARTISTS A BIT MORE, UM, UP TO A HUNDRED GRAND BACK IN THEIR POCKETS, I THINK IS A, A EXTRAORDINARY THING.

SO IT'S SOMETHING A LOT OF OTHER FOLKS AROUND THE COUNTRY AND AROUND THE WORLD HAVE BEEN, UH, ANALYZING.

UM, 'CAUSE WE'RE THE ONLY STATE THAT'S DONE THIS.

UM, MUSIC EDUCATION IS SOMETHING THAT'S ALWAYS GONNA BE CLOSE TO MY HEART.

I KNOW IT'S NOT DIRECTLY TIED TO TOURISM, BUT IF WE'RE NOT HELPING SUPPORT OUR NEXT GENERATION OF MUSICIANS, THEN WE'RE DOING THIS THING WRONG.

SO WE DO HAVE, UH, A MUSIC EDUCATION, UH, AND COMMUNITY GRANT PROGRAM.

IT'S TECHNICALLY OUR LICENSE PLATE, UH, PROGRAM, WHICH YOU CAN SEE MR. LYLE LOVETT MODELING THE, THE DEMO OF OUR LICENSE PLATE.

AND BASICALLY WHAT THAT DOES IS $22 OUT OF EVERY 30 FEE FOR THE PURCHASE OF THE TEXAS MUSIC LICENSE PLATE GOES INTO TO TWO DIFFERENT CATEGORIES.

WE CAN ISSUE GRANTS TO NON-PROFITS THAT ARE HELPING, UM, PURCHASE INSTRUMENTS FOR KIDDOS WHO OTHERWISE COULDN'T GET THEM TO HELP PAY FOR MUSIC LESSONS, UH, FOR THOSE WHO OTHERWISE COULDN'T GET THEM.

AND ALSO IN OUR UNDERSERVED COMMUNITIES, IF THEY'RE PUTTING ON, UH, A FREE OPEN TO THE PUBLIC, UH, MUSIC EVENT, UM, THEN THEY CAN ALSO APPLY FOR A GRANT FOR THAT AS WELL.

SO I TALKED ABOUT THE MUSIC FRIENDLY PROGRAM.

THAT'S WHAT I'VE RUN, UM, FOR THE PAST FOUR AND A HALF YEARS.

AND I KNOW YOU GUYS MENTIONED KIND OF COMPETITORS IN TERMS OF AUSTIN AND THE AUSTIN MUSIC OFFICE, AND WHO ELSE HAS OFFICES LIKE THAT? AND THAT'S KIND OF MY FAULT.

UH, 'CAUSE THAT'S ESSENTIALLY WHAT I HELP DO ACROSS OUR STATE.

UH, WE'VE GROWN THIS THING TO NEARLY 60, I'M FORECASTING

[00:50:01]

70 BY END OF THIS YEAR.

THEY DO TAKE ON DIFFERENT FORMS, AND EVERY SINGLE CITY THAT'S IN OUR PROGRAM HAS TO GO THROUGH A CERTIFICATION PROCESS.

AND THE SUPER SHORT OF THE LONG IS REALLY THEY ARE HELPING ESTABLISH SATELLITE OFFICES OF WHAT WE DO, UM, IN CITIES ALL ACROSS OUR STATE.

SOMETIMES THEY'RE TIED TO CITY GOVERNMENT, UM, LIKE THE CITY OF HOUSTON, IT'S THROUGH THE MAYOR'S OFFICE OF CULTURAL AFFAIRS.

SOME ARE CHAMBERS OF COMMERCE, SOME ARE ECONOMIC DEVELOPMENT CORPORATIONS, BUT A SIGNIFICANT NUMBER ARE, UH, WITH OUR CONVENTION AND VISITORS BUREAUS.

SO YES, FORT WORTH VISIT, FORT WORTH IS THE HOME OF MUSIC FRIENDLY IN FORT WORTH, WHO TECHNICALLY DO HAVE AN OFFICIAL MUSIC OFFICE THAT'S SEPARATE FROM FILM.

UM, UH, DALLAS IS ALSO ANNOUNCING, THEY HAVE FINALLY CREATED A MUSIC OFFICE.

SO THEY HAVE SEPARATED FILM AND MUSIC AND, UH, JUST OFFICIALLY HIRED A, A A NEW PERSON TO RUN THAT A FEW WEEKS AGO.

SO WE'RE SEEING CITIES TAKE A, A, A MUCH BIGGER LOOK AT WHAT THEY SHOULD BE DOING TO SUPPORT THEIR LOCAL MUSIC ECONOMY.

AND THAT TRANSLATES TO TOURISM.

YOU WANT YOUR VENUES FULL, AND, AND THIS IS, YOU KNOW, A WAY FOR THEM TO BETTER UNDERSTAND AND TAKE A LOOK AT WHO THEY HAVE LOCALLY, WHO THEIR MUSICIANS ARE, WHO THEIR VENUES ARE, WHAT DO THEY HAVE, UM, AND TO FIND BETTER WAYS TO SUPPORT THAT.

UH, EVERY CITY HAS A, A MUSIC ADVISORY BOARD THAT THEY HAVE TO, TO FORM THAT MEETS ON A REGULAR BASIS.

UM, THEY HAVE TO HELP US KEEP THAT DIRECTORY UP TO DATE ONCE A YEAR.

SO THERE'S LOTS OF STEPS.

IT'S NOT JUST US HANDING OUT, HEY, YOU, YOU LIKE MUSIC AND HERE'S A CERTIFICATE.

IT'S TRUE WORK THAT THEY COULD TECHNICALLY LOSE THEIR CERTIFICATION.

BUT, YOU KNOW, WE'VE GOT CITIES LIKE AUSTIN AND FORT WORTH AND HOUSTON AND SAN ANTONIO SHOWING HOW IT CAN BE DONE, RIGHT.

UM, WHAT THIS PROGRAM REALLY HAS DONE IS HELPED BUILD A FIRST WITH KIND NETWORK OF CONNECTED MUSIC CITIES.

'CAUSE REALLY WHAT WE WANT IS, AND THIS WHAT'S HAPPENING NOW IS THE SHARING OF THESE IDEAS.

UM, YOU KNOW, WHAT'S GONNA MAKE TEXAS AND OUR MUSIC INDUSTRY STRONGER IS BY WORKING TOGETHER.

AND SURE, WE'RE, WE ARE THE, THE LIVE MUSIC CAPITAL OF THE WORLD, BUT TEXAS HAS EXTRAORDINARY MUSIC INDUSTRY ALL ACROSS THE STATE.

AND SO, UNLIKE A, A TENNESSEE THAT'S ALL ABOUT NASHVILLE, I LIKE THAT TEXAS IS REALLY ALL ABOUT TEXAS.

SO I'VE KIND OF GONE THROUGH MOST OF THIS, BUT, YOU KNOW, REALLY MUSIC FRIENDLY IS HELPING EACH CITY CREATE A SYSTEM WHERE THEY CAN LISTEN TO AND REACT TO THEIR LOCAL MUSIC INDUSTRY.

IT'S ESSENTIALLY CREATING A, A LISTENING POST IN EACH CITY, UM, TO LISTEN TO AND LEARN AND FIND WAYS TO BETTER SERVE THEIR MUSICIANS.

AND IT COULD BE SIMPLE THINGS LIKE PARKING AND SOUND ORDINANCES, BUT WHEN YOU'VE GOT FRUSTRATED MUSICIANS AND ANGRY VENUE OWNERS, OWNERS JUST SHOUTING AT THE CITY AS WE KNOW, THAT GETS NOTHING DONE.

SO HELPING OUR CITIES FORM THESE MUSIC OFFICES GIVES THEM A LIAISON BETWEEN THE BUSINESSES AND MUSICIANS AND CITY GOVERNMENT TO FIND CONSTRUCTIVE PATHS TO MAKE THINGS BETTER.

AND AGAIN, THE STATEWIDE NETWORK, IT'S BEEN TRULY WONDERFUL TO WATCH THESE SHARING OF IDEAS.

AND WHAT WE'VE DONE THIS YEAR IS BROKEN TEXAS INTO FOUR REGIONS, ESSENTIALLY CHAPTERS, AND IT'S EVENTUALLY GONNA BE FIVE, UM, TO HELP MAKE, UH, IT EASIER FOR OUR CITIES TO COMMUNICATE.

SO ONCE A MONTH, WE GET EACH REGION TOGETHER ON A, A ZOOM CALL OR A TEAMS CALL JUST TO TALK ABOUT, HEY, HERE'S SOME PROGRAMS WE'RE WORKING ON.

HAVE YOU TRIED THIS YET? DO YOU HAVE ANY IDEAS YOU COULD SHARE WITH US? AND THEY, THEY'LL, THESE CAN GO FOR 30 MINUTES, THEY CAN GO FOR TWO HOURS.

AND I THINK IT'S A PART OF US BEING TEXANS AS BEING SUPPORTIVE AND OPEN.

SO I LOVE THAT NONE OF OUR CITIES, I FELT, HAVE EVER PUT JUST A BLOCKADE AROUND THEIR IDEAS THEY WANT TO SHARE WITH EACH OTHER.

AND IT'S REALLY HELPED CITIES BECOME EXTRAORDINARY LOOKING AT LIKE A, A MCKINNEY.

I MEAN, I GREW UP IN NORTH TEXAS AND I NEVER THOUGHT, HEY, I'D BE TRUCKING UP TO, TO MCKINNEY TO WATCH A SHOW AT AN AMPHITHEATER.

AND THROUGH THE MUSIC FRIENDLY DESIGNATION, THE CITY BETTER UNDERSTANDING WHAT THEY'RE, WHAT THEY'VE GOT AND HOW TO SUPPORT IT.

NOW THEY'VE GOT DEVELOPERS WANTING TO COME IN AND, AND PUT IN THINGS LIKE A BRAND NEW, GOSH, I THINK IT'S LIKE A 25,000 CAPACITY AMPHITHEATER IN MCKINNEY.

SO IT JUST SHOWS FROM AN ECONOMIC DEVELOPMENT STANDPOINT, WHEN YOU HELP YOUR CITIES LEARN, UH, GREAT THINGS CAN DEFINITELY HAPPEN.

UM, EXAMPLES OF WHAT HAVE, HAVE BEEN DONE UNDER THIS PROGRAM, YOU KNOW, AGAIN, I'M A TCU GRAD.

I'M NOT GONNA BEAT AROUND THE BUSH.

FORT WORTH IS AN IMPORTANT CITY FOR ME.

AND SO IT'S BEEN FUN WATCHING THEM GROW FROM A CITY IN THE NINETIES THAT HAD NO SUPPORT STRUCTURE TO ONE THAT, THAT IS KIND OF CREEPING UP ON WHAT WE DO HERE, WHICH I THINK IS WONDERFUL.

AND AN EXAMPLE OF WHAT THEY JUST ANNOUNCED A FEW WEEKS AGO IS A, A PROGRAM CALLED SOUND CARE.

AND THEY'VE PARTNERED WITH THE JPS HEALTH NETWORK AND NOW THEY HAVE A SYSTEM TO PROVIDE, UM, THEIR LOCAL MUSICIANS WITH AFFORDABLE HEALTHCARE.

AND NOT ONLY IS THAT FOR FORT WORTH, THAT'S FOR ALL OF TARRANT COUNTY.

UM, IT'S A CITY THAT'S BEEN WORKING AT THIS FOR EIGHT YEARS.

UM, BUT AGAIN, IT JUST SHOWS, AGAIN, GIVING A CITY A PLATFORM AND STRUCTURE TO START LEARNING WHAT THEY CAN ACCOMPLISH.

UM, AND JUST FROM AN EDUCATION STANDPOINT, UM, TEACHING OUR MUSICIANS BETTER WAYS TO RUN THEIR CAREERS LIKE A BUSINESS, BETTER WAYS TO MARKET