City staff presented a package of Tourism Promotion Area (TPA) recommendations on Oct. 28 that would use 2026 TPA revenues to support venue recruitment, destination marketing and sports-event recruitment aimed at increasing overnight hotel stays.

Leslie Brasfield, the city's tourism and marketing manager, told council the TPA Commission recommended an Opportunity Fund of $170,000 to be used on a rolling application basis to help venues and event organizers secure events that demonstrably generate overnight lodging. Brasfield said the Opportunity Fund would require council to adopt selection criteria into city code and that the TPA Commission would administer awards with administrative authority; funds would be distributed by contract as events near occurrence and require insurance and contractual assurances.

"The goal of this fund is to drive overnight lodging in the city's 16 hotels," Brasfield said. She said eligible uses would include destination conventions, trade shows and sports events but not private events such as weddings. Staff also proposed up to $30,000 for a geolocation and visitor-spending subscription to better quantify event draw and visitor economic impact.

The commission recommended contract amendments or awards for two current marketing partners: up to $875,000 to 116 and West for destination marketing and up to $700,000 to Spokane Sports for 2026 sports recruitment and marketing related particularly to the Cross Country Course (the Cross Course). Brasfield said four events already secured for the Cross Course in 2026 (including the Nike Bob Furman Invitational, NWAC cross-country championships and NCAA Division III championships) are projected to produce about 5,255 hotel stays and more than 21,000 visitors; additional events were described as "in the pipeline."

Council members pressed staff on return-on-investment measures and reporting requirements. Councilmember Merkel asked that applications include monitoring and evaluation plans showing how overnight stays and economic impacts will be measured and suggested a minimum 10% applicant cost share; Councilmember Wick raised questions about whether awards should be directed to venue owners rather than event organizers to protect venue competitiveness. Staff said the proposed geolocation data would help validate where attendees came from and how they spent money.

City Manager John Holman told council that similar bid or opportunity funds have been used elsewhere and that the TPA model was designed so more of the lodging-assessment revenues would come back to Spokane Valley rather than be spent elsewhere. Several council members spoke in favor of giving the hoteliers and the TPA Commission flexibility while adding accountability measures.

At the end of the discussion staff said they were seeking council consensus to bring formal motions forward to: place $170,000 in an Opportunity Fund; authorize a contract up to $30,000 for geolocation and visitor-spend technology; amend contracts up to $875,000 with 116 and West; and amend contracts up to $700,000 with Spokane Sports. Council discussion was broadly supportive; staff said it would return with code text and contract documents for formal action and recommended criteria to be placed in municipal code.