Visit Frisco closed fewer meeting and convention deals in October than it did a year earlier, but the groups that did sign up are bigger, according to the tourism bureau's monthly sales and marketing report on the City Council's Nov. 17 agenda.
The bureau booked 11 meetings and conventions in October, the first month of its 2027 fiscal year. In October 2025 it booked 19. The 11 new groups account for 11,978 hotel room nights, compared with 10,303 a year earlier, an increase of about 16%. The report lists another 400 overflow room nights tied to those bookings.
The sales pipeline points the same way. Visit Frisco logged 113 new meeting leads in October, down from 137, but those prospects represent 92,350 potential room nights, up nearly 43% from 64,686.
Sports side quiet for the month
The sports and events team booked no new events in October. A year earlier it had signed two, worth 1,130 room nights. Sports leads held steady at 12, while the room nights attached to them rose to 8,590 from 6,530. Staff spent part of the month at the TEAMS sports-events conference in Birmingham, Alabama, where the report says they met with 33 event organizers.
Hotels fuller in September
Hotel figures from the industry data firm STR, included in the report, show Frisco hotels averaged 70% occupancy in September, up from 66% in September 2025. The average daily room rate rose to $191.54 from $187.63.
The executive director's section updates hotel occupancy tax collections for the fiscal year that ended Sept. 30. With year-end projections included, collections stand at $16,221,527, about $2.25 million more than the $13,972,369 the budget projected.
