Purchasing power From the cover
Southlake Open Rewards Program
Colleyville gift card program
The impact
The city of Southlake started its Open Rewards program in 2024.
Colleyville began the program in 2018 with $10 gift cards. It was paused in 2019 before resuming in 2020 with $35 cards.
$1.2M
$100K
Colleyville’s gift card program has invested $5.52 million into local businesses since 2018. The city mails $35 gift cards to Colleyville households once in July and twice in December to spend at local businesses, Economic Development Director Chelsea Rose said. The businesses are reimbursed by the city for the gift card money spent. “Especially during Christmas, we’ve had businesses tell us, ‘If it wasn’t for [the gift cards], we don’t know if we would have made it that month,’” she said. Southlake debuted the cashback program in January 2024, said Daniel Cortez, Southlake’s director of economic development and tourism. The program uses an app called Open Rewards, which gives customers 5% cash back by shopping at participating Southlake businesses. In 2025, popular Southlake Town Center spots where the cashback program was used include Postino, Moxies and Yeti, city documents state.
$1M
$80K
$800K
$60K
$600K
$40K
$400K
$20K
$200K
$0
$0
2024
2025
2020
2021
2022
2023
2024
2025*
Public engagement in 2024
Public engagement in 2024
Residents who used the program: 80%
Redeemed gift cards: 28,022 Unredeemed gift cards: 5,923
SOURCES: CITIES OF SOUTHLAKE, COLLEYVILLE/ COMMUNITY IMPACT *NOTE: AS OF MARCH 2025
Out-of-town visitors who used the program: 20%
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