Visit Boerne staff reported that Boerne hotels’ occupancy and revenue strengthened in the July–September 2024 quarter and reviewed marketing, group bookings and post-event reports ahead of the 2025 hotel-occupancy-tax (HOT) grant cycle.

At the meeting, a staff presenter summarized third-quarter Hill Country performance, saying the market share measured by Swift Travel Research rose to about 6.23 percent for the quarter and that Boerne finished the fiscal year at roughly 64.5 percent occupancy, above a state average of about 60 percent. The presenter also cited demand of 32,479 room nights and quarterly revenue “just over 4,000,000,” and said the bureau exceeded its prior-year HOT collection goal of $1,100,000 by about $50,000–$60,000.

Tori, a Visit Boerne staff member who presented the marketing and visitor-data dashboard, attributed an unusual jump in long-stay room nights to construction and training business during the quarter. “A lot of our limited service hotels saw a big increase in construction worker stays,” she said, noting groups that stayed 10–50 days and one training group that stayed roughly 55 days. Tori added that when guests stay more than 30 consecutive days, occupancy tax typically does not apply to those nights.

The bureau reviewed Destination Marketing Area (DMA) trends and Hill Country Mile pedestrian/traffic data. Tori said the San Antonio DMA remains a primary source market for Hill Country Mile visits and that while sensor-based traffic counts had declined in the July–September period (partly attributed to highway closures), spending by visitors from Boerne and nearby towns rose.

Leisure and paid-media activity reported by staff included a connected-TV campaign, search and social advertising managed with AJR Media, a promotional feature on Tour Texas and placements in Texas Highways and Food & Travel Magazine. Tori said the bureau’s search ads outperformed price benchmarks and that holiday social creative (including Dickens on Main imagery) produced strong engagement; the connected-TV campaign also exceeded completion benchmarks.

Staff reviewed influencer and content partnerships. Tori said Visit Boerne is continuing work with creators including My Curly Adventures, The Boerne Life and plans to work again with Explore with Wesley and other regionally focused creators. She noted the bureau vets creators’ analytics and performance before contracting.

Jeanette, a Visit Boerne staff member, presented post-event reports for organizations that received HOT grants awarded in 2023 for use in 2024. Highlights included a Corvette show (reported at about 380 hotel room nights and an average rate reported at $200), a Rod Run (about 800 room nights, reported average rates in the $225–$250 range) and other events. Jeanette said all post reports will be included in the packet for the board’s next meeting and reminded stakeholders that many grant recipients will return in April seeking funding for the following year.

Staff announced the HOT application schedule: applications open with a March 20 deadline and applicant presentations on April 10. Jeanette said the bureau will distribute full post reports and training materials to board members before the meeting.

Administrative note: the board approved the meeting minutes at the start of the session. The motion to approve was seconded and the minutes were approved; no roll-call tally was provided.

Why this matters: the HOT grant cycle directs local lodging tax dollars to events and attractions that drive room nights and visitor spending. The bureau’s performance, marketing investments and group bookings feed into HOT grant evaluations and next year’s revenue projections.

Votes at a glance

- Approval of minutes: motion to approve, mover and seconder not specified in the transcript; outcome: approved (no recorded roll-call tally).