Marla Roe, Executive Director, Visit Frisco

In an interview with Invest:, Marla Roe, executive director of Visit Frisco, highlighted the strategic growth and collaboration that led to a record-breaking year for the city. She emphasized the impact of major developments like the PGA, and plans for leveraging future projects, such as Universal Studios, to sustain Frisco’s growth and appeal.

What were the key drivers behind a record-breaking year, and how do you plan to sustain and exceed it in the coming years?

We called it our monumental year. We challenged the staff at the beginning of last year, and as we approach the end of our fiscal year in September, we’re eager to see the results. The continued rapid growth of business in Frisco has been significant. Our team excels at staying ahead of trends, whether it’s in leisure, meetings, or sports, and making sure our message is broadcast widely.

We’re especially excited about our upcoming tourism economic impact study, updating the 2021 data with numbers from 2023. We expect to see significant increases, thanks to new developments, not just in hotels, but with major openings like the PGA Headquarters. We’re confident that, by early November, we’ll have impressive stats to share.

The key for our team is embracing this new growth, figuring out how to promote and capitalize on it and partnering with new organizations like the PGA and Omni PGA. We’re ramping up our staff in anticipation of everything coming in 2025, 2026, and 2027.

How do collaborations with local businesses enhance these effects, and what impact does tourism have on the Frisco community?

Since I’ve been here, the collaboration in our city is unparalleled. All our organizations, whether it’s the school district, economic development, community development, or the Chamber, work closely together for the benefit of Frisco. Even with new city leadership, like our city manager Wes Pierson now in his second year, this collaboration has not only continued but improved.

What really makes this successful is that egos are set aside, nobody cares who gets the credit, as long as it’s good for the city. It’s a true team effort. When Frisco wins, we all win.

How do you plan to keep Frisco a top destination for business meetings and corporate events?

We’re focused on being strategic with the types of businesses we bring in. There are certain sectors where we simply can’t compete on rates, but we’ve honed in on markets like medical, finance, and technology. These align well with our economic development goals, particularly in finance and venture capital. We assist our Economic Development Corporation by identifying meetings that cater to these sectors, ensuring our efforts are in sync with what the market demands.

What impact have you seen from developments like the Omni and what projects are underway to continue growth?

I don’t have specific economic data on the Omni PGA yet, but its impact has been significant. The PGA courses host constant activity, not just the major tournaments like the men’s senior event or the upcoming KPMG Women’s Championship, but many others as well. The Omni PGA, with its 500-room upscale resort, has been voted the best resort in Texas by Travel + Leisure readers, which has elevated the market. High-end finance and medical groups, along with incentive groups, are frequenting the area, and it’s really boosting the overall market.

Looking ahead, we’re excited about several upcoming events and developments. The Academy of Country Music Awards is returning next year, and in 2025, they’ll celebrate their 60th anniversary, bringing extensive media coverage and attention to Frisco. We also have the KPMG Women’s PGA Championship next year, and Universal Kids Resort is set to open in 2026, which will be the first-ever kids-themed resort for Universal Destinations & Experiences globally. This aligns perfectly with Frisco’s brand. Additionally, the whole metroplex is gearing up for the World Cup, which is going to be massive, it’s like hosting nine Super Bowls in a short timeframe.

In 2027, we’ll host the Men’s PGA Championship, which is expected to draw around 30,000 fans a day. To prepare for these large-scale events, we’re ramping up our staff now to ensure we’re ready to hit the ground running. On the development side, projects like Fields West, Firefly Park, and The Mix are bringing in high-end office products and mixed-use developments that will transform the north side of Frisco.

How do you plan to keep growing your digital presence and leverage the events and developments in the region?

We’ve hired someone specifically for social media engagement and to collaborate with local organizations, including hotels that have their own marketing teams. We ensure our efforts align with what our partners, like the Economic Development Corporation and the Chamber, are doing. We’re expanding our marketing staff by adding a senior marketing manager, which will help us not only grow our social media presence but also extend our business boundaries. With our Tourism Public Improvement District, we’re planning to launch in major markets, focusing on meetings and making sure our marketing efforts are integrated into our presence in places like Chicago, D.C., and L.A.

We also involve others in spreading the word, using influencer marketing strategies. Instead of focusing just on Texas, we’re bringing in people from Los Angeles, Canada, and other markets.

What other international markets are you focusing on?

We’re mostly focused on Canada when it comes to international markets. We’ve talked to the State of Texas Tourism Department, and Canada is a big market for golf in Texas, so we’re leveraging that. Our Economic Development Corporation is going broader internationally, but we’re expanding beyond our usual five-state region. For example, our team visited L.A. on a mission, and we partner with the state for media missions in places like New York City. We’re also hiring a public relations firm to help us spread our message nationally.

What is your outlook for the region, particularly regarding tourism and visitors? What are your priorities moving forward?

Our outlook is positive, especially as we’re still a growing destination. With projects like Universal Kids Resort and Fields West, we’re expecting to attract a whole new audience. We’re also extending our reach to visitors from the north, adding to our already strong drive market from areas like Dallas and Fort Worth.

The introduction of new high-end hotels, such as boutique properties like the Autograph Collection at HALL Park or major brands like The Ritz-Carlton and Dream Hotels, will draw a different type of visitor. We’ll need to align our marketing efforts with these new developments.

The next five to 10 years in Frisco will be transformative, particularly on the north side, with exciting projects in the pipeline. On the south side, we’ll see ongoing redevelopment.