Frisco | May 2023

beverages, two things that would also likely see an increase due to their rela- tion to music festivals and concerts, in 2021 was $431 million, according to Tourism Economics. “We see music enhancing a lot of the events that we already have,” Bethea said. “We know, like [Roe] mentioned from the [Buxton] study, that it’s something that people are asking for.” Places such as the Rail Yard in down- town Frisco, which features live music and food trucks, is one example of music drawing in larger crowds to other Frisco businesses, Roe said. “The businesses have welcomed local musicians into their spaces, and it has increased the amount of busi- ness happening,” Meinershagen said. As Frisco’s identity expands, both sports and music entertainment could combine and make an even greater rip- ple effect for local businesses, Meiner- shagen said. “We’ve done a phenomenal job build- ing up Sports City USA,” Meinershagen said. “Now we can move toward being more than that, a more well-rounded city—potentially ‘Music City USA.’”

canvas to build our ACM Awards week bigger and better than ever,” White- side said. Becoming music friendly Frisco was announced as the state’s 42nd Music Friendly Community on March 20 by the Texas Music Office, a branch in the Governor’s Office of Eco- nomic Development and Tourism. Gov. Greg Abbott stated Frisco had “completed the multistep certification process and earned the designation” in a March 28 news release. “Music Friendly Texas Communities certified by the Texas Music Office are serious about attracting and developing the local music industry to boost local job creation and economic growth,” Abbott said in the news release. One of the seven steps to becoming a Music Friendly Community is prov- ing there are music-related nonprof- its partnering with the community, according to the Texas Music Office website. In Frisco, nonprofits such as Melody of Hope are doing just that. “It’s more than just a certificate,” said Chip Adams, the Texas Music Office’s community relations and out- reach specialist, at an April 4 Frisco City Council meeting commemorating

the music-friendly designation. Cities recognized as Music Friendly Communities are connected through a statewide network, Adams said. “This designation is the next stage of the music and the performing arts coming in and evolving in Frisco,” Felker said. Setting the stage Frisco’s music scene did not appear in the city overnight, Felker said. “This is the result of work that has been put in for years now, and it’ll con- tinue to grow,” Felker said. Multiple music organizations and businesses have made their home in Frisco for years, especially in the his- toric Rail District area, Nack Theatre owner Donny Churchman said. “My focus is almost solely on the downtown, and to me, that’s the heart- beat of our city,” Churchman said.

“[The music designation] is just going to help us take that to another level.” Melody of Hope has been organiz- ing Music on Main since 2019 with a two-year hiatus due to the pandemic. During the monthly all-day event, local musicians are stationed at inter- sections throughout downtown Frisco, coordinating shifts to ensure music is almost constantly playing. Music on Main is just one example of a thriving downtown Frisco music scene, Churchman said. “The live music in downtown is something that’s just getting started in my opinion,” Churchman said. “We want to be a destination for artists to come play and with the future goals of doing things like music festivals and things like that in the Rail District.” Cascading effects Spending for travelers’ food and

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