Attendees at this year’s annual Visit Fort Worth meeting were all treated to a $5 bill on their way out of the event, which took place early Friday morning at the Fort Worth Convention Center. On the right side of the bill, next to the visage of Honest Abe, in red letters, appears the words Visit Fort Worth.
On far-right-hand side of the bill, in all caps is the phrase “UNEXPECTED HOSPITALITY.”
In the old days, the mantra was “Fort Worth for Fun.” Today, they use terms such as this year’s theme, “Collective Effervescence.”
Bob Jameson, Visit Fort Worth president and CEO, said Fort Worth welcomed almost 11 million visitors last year, which equated to $3 billion in local economic impact, according to the fiscal year 2022 study by Tourism Economics.
In addition, direct visitor spending was up 25.4% from 2021. Residents gave an 81% approval rating of tourism in Fort Worth, according to a survey from Longwoods International. But tourism wasn’t the only metric to receive a boost.
Last year, sports tourism in Fort Worth generated $105 million in direct spending in 2022 with the Fort Worth Sports Commission hosting more than 66 events, such as PBR and NCAA basketball's March Madness. The Sports Commission booked 75 future events that will be worth more than $110 million in future spending.
Plus, over the past seven years film and television production in Fort Worth has contributed $555 million in local economic impact and supported 18,900 jobs, according to the Fort Worth Film Commission. Another accolade: MovieMaker Magazine anointed Fort Worth as one of the top 25 places to live and work as a filmmaker in 2023.
That’s lively stuff indeed.
Speaking of lively. The keynote speaker was “CBS Sunday Morning” correspondent, actor and humorist Mo Rocca. Rocca shared his thoughts and stories about starting a career in television in Texas and his exposure to the magic that is Fort Worth.
“When I visited Fort Worth back when I worked here in the 90s, it was all class without the snobbery,” Rocca says. “Meanwhile over in Dallas … in what other city can you lay eyes on a Caravaggio and next minute witness a cattle drive? I mean the closest they come to a cattle drive in Dallas is when a rack of Shilling coats gets pushed through North Park.”
This year’s Hospitality Award went to the iconic Joe T. Garcia’s. The presentation included a video narrated by actor Luke Wilson, who has spent his share of time here recently, notably in the starring role in “12 Mighty Orphans.” The Beyond Award was presented to Brechelle Larkins, front desk manager at Springhill Suites in the Fort Worth Stockyards.
Another key unveiling was a new Fort Worth promotional featuring the voice of the late Jimmy Stewart. The commercial will be part of the new Visit Fort Worth campaign based on the 1977 short film, “The Unexpected City,” narrated by the legendary actor.