Belton City Council 2 – City Council OKs fi rm to create tourism marketing roadmap
January 29, 2026
The Belton City Council on Tuesday agreed to hire Found TX to create a marketing roadmap to assist the city in future tourism planning.
The City has budgeted $100,000 in the 2026 Hotel/Motel marketing budget to implement services outlined in the roadmap, according to Matt Bates, assistant city manager.
“Found TX demonstrated extensive experience working with municipalities of similar size and character, with a strong track record in destination branding, tourism marketing, and community-focused storytelling,” Bates said. “Their proposal reflected a clear understanding of Belton’s goals, assets, and challenges, as well as the intent of the marketing roadmap developed through the Tourism Marketing Roundtable.”
Six firms submitted proposals which were evaluated by a scoring committee.
“Following the evaluation process, the scoring committee independently reviewed and scored each proposal based on the criteria outlined in the Request for Proposals,” Bates said in a statement to Council. “This included demonstrated experience, understanding of the project scope, proposed approach, team qualifications, and overall value,” he said.
On Sept. 17, Belton hosted a Tourism Marketing Roundtable. Participants included Mayor David Leigh; Council members Stephanie O’Banion and Dave Covington; local business owners Ashley Potts, Staci Schoepf, and Jordan Samfield; Cynthia Hernandez of the Belton Economic Development Corporation; and city staff members Sam Listi, Bates, Paul Romer, and Judy Garrett.
The purpose of the roundtable was to collaboratively develop an analysis, identify key priorities, and create the marketing roadmap. The roadmap is intended to serve as a guide for pursuing future marketing services.
On Nov. 20, the City issued a Request for Proposals for Tourism Marketing Services covering all the key focus areas identified in the marketing roadmap, including:
Brand Development – Establishing a clear and consistent visual identity and messaging framework
Audience Segmentation – Defining target visitor personas and developing itineraries
Content Creation – Producing a professional library of photography and video assets
Tourism Website – Launching a standalone, SEO-optimized destination website
Social Media – Creating branded platforms and implementing consistent posting schedules
Graphic Design – Ensuring brand consistency across print materials and merchandise
Advertising – Executing targeted, primarily digital advertising campaigns
Assessment – Evaluating performance and developing recommendations for the following year
Also at Tuesday’s meeting, Council held a public meeting regarding the annexation of the rights-of-way of Wheat Road from Sparta Road south to the city limits in the vicinity of Digby Drive, and from Sparta Road to Wheat Road east to the city limits at Dunns Canyon.
The rights-of-way are currently in the city’s Extraterritorial Jurisdiction. Council consideration of the annexation ordinance is scheduled for Feb. 24.









