AGENDA CAPTION:
Title
Follow up on City Council direction regarding advertising of the San Marcos River, and provide direction to the City Manager.
Body
Meeting date: August 5, 2026
Department: Destination Services, City Manager’s Office
Amount & Source of Funding
Funds Required: n/a
Account or Project Number (C = CIP funds): n/a
Funds Available: n/a
Account Name: n/a
Fiscal Note:
Prior Council Action: Click or tap here to enter text.
City Council Strategic Initiative: [Please select from the dropdown menu below]
Quality of Life & Sense of Place
Environmental Protection
Economic Vitality
Comprehensive Plan Element (s): [Please select the Plan element(s) and Goal # from dropdown menu below]
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☐ Economic Development - Choose an item.
☒ Environment & Resource Protection - Choose an item.
☐ Housing + Neighborhoods - Choose an item.
☐ Land Use + Community Design and Character - Choose an item.
☒ Parks & Public Spaces + Health, Safety & Wellness - Choose an item.
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☒ Core Services
☐ Not Applicable
Master Plan: [Please select the corresponding Master Plan from the dropdown menu below (if applicable)]
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Background Information:
Tourism marketing successfully increased the volume of visitors to San Marcos and the San Marcos River.
2015 Post-Flood Response
• The Convention and Visitor Bureau increased advertising across all regional markets, including Austin, to maintain awareness of post-flood recovery. “San Marcos is Open.”
• Additional paid advertising led to the Lions Club best year on record and hotel occupancy outperformed dismal projections.
• The unintended advertising consequence was the overcrowding on the river and river front parkland.
Marketing Adjustments
• We transitioned away from paid tubing advertising.
• Promoted alternative water recreation activities including stand-up paddleboarding.
• Used the websites as the source of truth to educate the public and offer tips, maintain destination awareness of river stewardship, and promote all attraction types.
Council Committee, Board/Commission Action:
City Council Visioning Workshop, February 10, 2017. Environment & River. Diversify the advertising focus to non-river activities and attractions. City Council Meeting, February 21, 2017. Staff Presentation: San Marcos River Parks Overcrowding and Capacity issues. Limit river activity advertising. City Council Meeting, January 7, 2020, ID#19-826 Staff Update: CVB Advertising and Marketing. Clarification of previous discussion. Consensus: No promotion of water recreation activities nor on the improved high traffic parks during the summer season, and limit Instagram curated tubing photos on toursanmarcos.com. Paddleboarding and other non-tubing activities are allowed during non-peak travel seasons. City Council Meeting, June 16, 2020, ID#20-370. Staff update: Summer Marketing Efforts (COVID). Request by staff to market outdoor recreation areas during the pandemic. Consensus: Package all outdoor recreation including tubing and water recreation activities for families. Staff to craft and control river recreation messaging. City Council Work Session, January 16, 2024. Staff Presentation: Proposed Single-Use Container Ban City Council Meeting. The Communication Plan promotion provided an opportunity to educate the public and visitors about river protection.
Alternatives:
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Recommendation:
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