Page 41 - ANALYSIS.XLS

Strategic Business Plan
Goal 2: Strengthen McAllen's dominance as the retail destination of the region.
Goal #2 relates to the City of McAllen's strong sales tax generation, primarily due to retailers who provide the lion's share of sales tax
to the City. The COVID pandemic has impacted retail sales in two major ways. First, all land ports of entry remain closed by the federal
government to all but essential travel thus impacting sales to Mexican National shoppers. Second, ALL businesses have had to adjust
in major ways, from a total "lockdown" to all but essential services, then to restricted occupancy as declared by the Governor of Texas.
The City hopes to return to the strong sales tax growth trend which immediately preceded COVID. Strong 2019 Citizen Survey results
will likely help in returning the City to prior trends with McAllen ranking "as a place to live" (89% pos.), "overall image" (84%+), as a
place to work (78%+) and retire (77%+).
Department/ Total Estimated Budget
Time-
Num Objective Agency Project Cost FY 19-20 FY 20-21 Status /Rationale
line
Strategy 2.1: Enhance McAllen's bond with shoppers from south Texas and northern Mexico.
Marketing aimed at the Mexico market
2.1.1 Continue Mexico focused marketing Commission Ongoing Varies $200,000 $200,000 (Retail and Visitor). Paid from Hotel
Occupancy Tax.
Continue efforts to ease bridge Will enhance international trade with
2.1.2 Bridge Ongoing Ongoing $0 $700,000
crossing to and from Mexico Mexico.
Canopy improvements for pedestrian Protect from inclement weather and
2.1.3 crossing queuing @ Hidalgo Bridge 1 yr $200,000 $0 $200,000 excessive heat pedestrians who utilize the
International Bridge bridge.
Will change dynamics of the area for
Complete Expressway 83 &
2.1.4 Bicentennial Interchange opening Engineering Opening $35,000,000 TxDOT TxDOT better ingress/egress to key future
development as well as La Plaza Mall &
2020
major North/South arterial
McAllen Airport.
City Mgr.,
Each event
Each event
Expand entertainment events which CVB, Parks & varies with the varies with the Events already include Fiesta de las
2.1.5 attract attendees from both South Rec., Ongoing Varies goal of self- goal of self- Palmas, MXLAN, Holiday Parade, "FRIO",
Texas and Northern Mexico Convention Christmas display, Posada and more.
Center funded events. funded events.
Continue efforts which target specific
entertainment & dining options that Various projects are desirable in order to
2.1.6 are regional in nature (These are City Mgr/ Retail Ongoing Ongoing Program Program create an experiential "destination",
often confidential until after secured Dev frequented by locals and visitors alike.
and adopted by Commission action)
Continue expansion and existing route
Increase air and bus travel options to Airport,
2.1.7 Ongoing Program Program Program support efforts to/from Mexico. Incoming
and from key Mexico markets Transit, CVB
via bus is increasing
Various projects for the Bridge
Bridge and
2.1.8 Office Building Upgrades 2020-21 $90,000 $99,197 $300,000 improvements and including updating the
Engineering
Master Plan.
Bridge and Construction of a Federal Motor Carrier
2.1.9 Federal Motor Carrier Project 2020-21 $1,717,269 $753,936 $963,333
Engineering building to better facilitate crossing.
Strategy 2.2: Bring key "destination" retail to the city.
Bonds paid via a portion of the NEW
Facilitate the expansion of McAllen's SALES TAXES generated to the City by
top tax generator, Simon Property's City Comm, Multi-
2.2.1 $20,000,000 Ongoing Ongoing the expanded Mall and it's tenants. If no
La Plaza leveraging using a city City Mgr year
incentive to provide parking garages. additional taxes, bonds paid by Simon.
(380 Agreement)
Work with Buxton, a top retail Retail To compliment McAllen shopping
2.2.2 recruitment firm, to attract specific Development Ongoing Program $50,000 $50,000 entertainment as the "destination of
retailers to the City. City Mgr choice".
Includes major ICSC presence in Dallas
Continue Retail Recruitment efforts
2.2.3 City Mgr Ongoing Program $225,000 $300,000 and Las Vegas working to bring retail to
nationwide.
McAllen
Matching grant programs, 380
Agreements for selected, new retailers,
Increase marketing efforts & sales tax generators, and projects as
incentives to recruit and retain MEDC, Retail
2.2.4 business (These are often Development Ongoing Program Program Program targeted. Note: Some 380 Agreements
related to retail concern sales taxes while
confidential until after they secured City Mgr
and adopted by Commission action) others relate to development & growth
(property tax generation), strategic goal
#3.

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