Ask AI
Opens the assistant with a question about this page. Answers come from the AI, not this site.
ChatGPTClaudePerplexity· Resolution
CVB board adopts "The Long Trail," a 10-year visitor economy plan anchored on a Civic Center district
The board unanimously adopted "The Long Trail: Amarillo's 10 Year Plan for the Visitor Economy," prepared by JLL. Its three priorities are community alignment, an expanded event and experience ecosystem, and "the future development of the Amarillo Civic Center District as a catalytic anchor"; it schedules Civic Center feasibility and district visioning in years 1-3 and Civic Center improvements or redevelopment in years 4-7. The minutes say the plan's measures are aligned with the statutory uses of hotel occupancy tax and that mentions of the Civic Center were "softened" but not removed.[1][2]
What the sources say
- ✓ Verified
On March 25, 2026 Jason Fenton moved to adopt "The Long Trail: Amarillo's 10 Year Plan for the Visitor Economy"; the minutes say it "passed with a unanimous board vote." The plan's three priorities are "community alignment, an expanded event and experience ecosystem, and addressing the future development of the Amarillo Civic Center District as a catalytic anchor." [1]
- ✓ Verified
The minutes say "we softened how many times the Civic Center is mentioned, but we did not take it out fully to ensure the community understands we have transparency," and describe a shift "away from a focus on conventions" toward uses that benefit both the community and visitors. They schedule "completion of Civic Center feasibility and district visioning" in years 1-3 and say "Civic Center improvements or redevelopment should move into execution" in years 4-7. [1]
- ✓ Verified
At the February 27, 2026 presentation the plan was described as "expressly aligned with the allowable uses of hotel occupancy tax revenues under Texas statute," including "development and improvement of tourism-related facilities, including the Civic Center that are directly tied to visitor activity," and as addressing "local skepticism around visitor taxes and major investments." The minutes do not give a cost estimate for any Civic Center work. [2]
