AGENDA CAPTION:
Title
Consider approval of Resolution 2025-202R, approving a funding contract with the non-profit San Marcos Sights and Sounds of Christmas, Inc., for the 2025 Sights and Sounds of Christmas signature event and the continued display of holiday lighting after the event, with the City providing funds in an amount not to exceed $100,000.00, of which half is from hotel occupancy taxes; authorizing the City Manager, or her designee, to execute the agreement on behalf of the city; and declaring an effective date.
Body
Meeting date: October 21, 2025
Department: Destination Services - Arts and Heritage
Amount & Source of Funding
Funds Required: 100,000
Account Number: 12024227.54245 and 10001280.54245
Funds Available: Yes
Account Name: Special Events / Projects
Fiscal Note:
Prior Council Action: Annual budget support of Signature Events
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Background Information:
The Sights & Sounds of Christmas Festival is a cherished San Marcos tradition, now entering its 38th year. What began in 1987 as a small downtown gathering has grown into a six-day holiday celebration spanning the first two weekends of December at San Marcos Plaza Park and surrounding areas. Each year, families, visitors, and holiday enthusiasts from across Central Texas come together to celebrate the season through a vibrant mix of arts, culture, food, and festive activities.
The festival transforms the park into a winter wonderland with over one million lights and immersive displays. This year, a revitalized 85-foot Christmas tree will take center stage as a must-see attraction, creating a perfect picture backdrop and new memories for guests.
Arts and Culture: More than 45 diverse performances showcase local talent, from elementary school choirs and high school bands to professional dance groups, theater performers, and musicians. Every SMCISD school is offered the chance to perform, making the event deeply rooted in community engagement and family pride.
Culinary Delights and Shopping: The festival features 28+ food vendors, including local non-profits and small businesses, offering everything from classic festival treats to culturally diverse holiday dishes. Santa’s Gift Shop provides unique shopping experiences that support local artisans and small businesses.
Active Engagement: The Jingle Bell Run, featuring a 5K and a Kid’s 1K, is the largest holiday-themed race in the region. Runners of all ages race through illuminated streets, blending fitness with holiday spirit.
Goals and Measures of Success:
Sights & Sounds creates a safe, inclusive, magical space for the community and its guests while showcasing San Marcos. Success is measured by increased attendance, strong volunteer and school participation, tourism growth, and lasting holiday memories. By supporting local vendors and non-profits, the festival drives revenue for restaurants, hotels, and shops, boosting the local economy.
Accessibility and Affordability:
Children 12 and under have always received free entry, making this event an accessible holiday tradition for families. The venue offers ADA-compliant pathways and facilities, ensuring all community members can fully participate and enjoy the experience.
With nearly four decades of experience, a 100% volunteer board, and strong city partnerships, Sights & Sounds continues to grow as a premier holiday destination, bringing people together and shining a spotlight on San Marcos as a hub for holiday tourism and cultural celebration.
Council Committee, Board/Commission Action:
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Alternatives:
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Recommendation:
The event meets all requirements of a Signature Event. $100,000 is recommended by the Public Events Grant panel; $50,000 of general fund and $50,000 of hotel occupancy tax.