Res 30-2026 Approving 4B budget for Artwalk 03/17/2026 Resolution No. 30-2026
Resolution approving the programs and expenditures of the Wichita
Falls Type B Sales Tax Corporation (4B) by amending the budget to
include funding in an amount not to exceed $202,904 to the City of
Wichita Falls to support the Art Walk event downtown.
WHEREAS, Texas Local Gov't. Code § 501.073(a) provides "The corporation's
authorizing unit will approve all programs and expenditures of a corporation and annually
review any financial statements of the corporation;" and,
WHEREAS, on March 5, the Wichita Falls Type B Sales Tax Corporation approved
the project listed below and as stated in its agenda.
NOW, THEREFORE, BE IT RESOLVED BY THE CITY COUNCIL OF THE CITY
OF WICHITA FALLS, TEXAS, THAT:
1 . The Wichita Falls Type B Sales Tax Corporation's approval and funding of the
following programs and expenditures, in a total amount not to exceed $202,904 as
described below and in said corporation's agenda, is approved:
$202,904 to the City of Wichita Falls to support the Art Walk event
downtown
2. The current fiscal year budget of the Type B Sales Tax Corporation is amended
to provide for the aforementioned expenditures and changes thereto.
PASSED AND APPROVED this the 17th day of March, 2026.
MAYOR
ATTEST:
qaitA:v B
City Clerk
WELCOME TO:
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Proposal to Produce and Manage the After Hours Art Walk
Turnkey public event operations + programming that restores the 'Art' in Art Walk
Submitted by: Ismael Duran - Potencia Projects
Submitted to: James McKechnie & Blake Jurecek
Date: March 2nd, 2026
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1. Executive Summary
As the City evaluates a long-term operating model for consistent monthly delivery, Potencia
Projects proposes a turnkey, outsourced approach that provides municipal-grade
operations and compliance while strengthening the event's cultural identity through a
curated ArtZone and monthly namesake art activations.
To meet the City's objectives while minimizing internal overtime and benefits costs,
Potencia Projects presents a fully outsourced operations model. Under this approach,
Potencia will contract, coordinate, and manage all required third-party services: off-duty
police/EMS, barricades and traffic control setup, sanitation, portable restrooms, and event
insurance, delivering a compliant event operation each month. Potencia will also strengthen
Art Walk's identity and community value by re-centering the "Art" through a curated
ArtZone and monthly namesake art activations that create a reason to attend and return.
2. Project Objectives
• Turnkey, predictable monthly delivery with minimal City staff time beyond approvals
and oversight.
• Safe, compliant street-closure operations using contracted public safety and traffic
control.
• Bring back the 'Art' in Art Walk with a curated ArtZone and monthly namesake activations
that create a clear community value proposition.
• Strengthen downtown merchant participation and foot traffic by coordinating Art Walk
activations and cross-promotions.
• Build a sponsorship and partnership pipeline to improve long-term sustainability
beyond City funding.
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3. Event Snapshot
Based on prior operations, Potencia is planning around the following baseline assumptions:
• Event: monthly downtown activation, positioned as a 'first Thursday' series, during the
active season. April - October minus July = six events
• Event hours: approximately 5:30 p.m. - 9:00 p.m.
• Core pedestrian 'street gallery' footprint (fig. 4): Indiana Avenue and Ohio between 7th
and 8th Streets; the alley between Indiana and Scott to the Farmers Market; a broader
footprint outside the Art Walk will extend to adjacent blocks/venues. The core footprint
may expand/contract based on safety and participation, with City approval.
• Scale: target in the range of-7,000-8,000 attendees per month in a stable season.
• Vendor model (fig. 5): curated ArtZone core + Flea Market + Farmers market with General
Area.
4. Services: Turn-Key Public Event Management
Potencia Projects will deliver a municipal-grade public event management for Art Walk with
end-to-end accountability. Services include permitting/compliance coordination; vendor
and stakeholder communications; site plan and logistics; street closures and traffic control
(barricades/signage); contracting and managing off-duty police/EMS; sanitation and
portable restrooms; event insurance and risk documentation; and day-of operations
command with post-event closeout.
Beyond operations, Potencia strengthens Art Walk's value through curated local cultural
programming (ArtZone + monthly namesake art activations), sponsor/earned-revenue
development to improve sustainability, and ongoing coordination with downtown
businesses and partners to grow participation month over month.
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4.1 Pre-Event Planning & Permitting
• Monthly schedule with responsibilities, deadlines, and approvals.
• Street closure permitting package: layout plan, downtown contact requirements,
affected-party contacts list, vendor list, and restroom plan.
• Traffic control coordination: Contract a qualified barricade/traffic control vendor to
deploy temporary traffic control devices and closures.
• Insurance compliance and certificates of insurance.
4.2 Public Safety, Emergency Planning & Risk Management
• Contract and schedule off-duty police officers and EMS standby.
• Crowd management, lost child protocol, medical response protocol, and severe weather
decision triggers.
• Daily briefing plan for staff/volunteers and safety partners.
4.3 Vendor/ Artist Management & Integrity Controls
• Artist and vendor application intake through web app.
• Vendor permit compliance tracking. Health Department Cooperation.
• On-site vendor management team to enforce rules, resolve conflicts, and maintain
walkability/ADA access.
4.4 Site Operations, Infrastructure & Sanitation
• Sanitation contracting: trash/recycling placement, servicing schedule, and post-event
street cleanup.
• Portable restrooms and ADA units.
• Event signage, wayfinding, and a centralized command post for coordinated operations.
• Power/Electricity - Not supported by City outlets
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4.5 Marketing, Communications & Downtown Activation
• Monthly marketing plan: event theme, featured artists, merchant map, and social media.
The Facebook page is currently dormant. Potencia has been given admin status.
• Reactivate FB and IG.
• Sponsor activation planning: on-site placements, brand integrations, and deliverables
tracking.
• Post-event recap content package for sponsors, merchants, and City stakeholders.
4.6 Reporting & Continuous Improvement
• After-Action Report (AAR) within 7-10 days: incidents, attendance, operational issues,
and improvements.
• Monthly KPI dashboard: cost drivers, safety metrics, downtown participation metrics,
and art-program outputs.
• Season close-out report with recommendations for the next season and sustainability
plan updates.
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5. Restoring the 'Art' in Art Walk - ArtZone
Potencia will re-center Art Walk around a curated core experience: the 'ArtZone.' The
ArtZone (fig. 5) is the signature, programmed area within the festival footprint. Each month,
the ArtZone will feature a namesake activation as a headline art experience that strengthens
the event's identity and provides a clear reason to attend.
5.1 What is ArtZone?
• Curated, not random: the ArtZone is programmed to provide a consistent arts-forward
experience.
• Local-first: paid opportunities and exposure for Wichita Falls-area artists and cultural
organizations.
• Interactive: live art, demonstrations, workshops, and participatory components for
families.
• Photogenic anchors: 1-2 large visual 'pull' moments per month that drive foot traffic into
the core.
5.2 Six Namesake ArtZone Activations (Sample Lineup)
Fig. 1
Namesake Activation What It Delivers
April: Kick Off: Art Walk is Back Intro to ArtZone; Dedicated artist galleries + support.
May: Sheppard Air Force/MSU Texas -Art Takes Flight Collaboration; Highlight Military/Veteran and MSU
Texas artists.
June: Art&Culture Non-Profit Awareness: Arts Alive Highlight City of Wichita Falls supported Non-Profit
in Wichita Falls Art and Culture organizations.
August: Art x Music Artist+ musician pairings; live visuals during sets;
curated stage and street performances.
September: Heritage Art- Museum of North Texas
Cultural art+ storytelling; Hispanic, Veteran, Native,
African American, Ranch/Cowboy, Texas History
Pop-up gallery corridor with micro-exhibits;
October: Art in Art Walk- Gallery Takeover collector-friendly experience and artist sales
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Potencia will deliver Art Walk under the approved public funding structure for the current
budget cycle. All private sponsorship and earned revenue received will be deposited into a
designated Art Walk Sustainability Fund and reported transparently for future-year
reinvestment to strengthen programming and reduce future public funding needs.
5.3 Arts-First Sustainability Fund (Restoring the "Art" in Art Walk)
Feedback from the public and City Leadership has been consistent: put the arts first and
restore the event's identity by bringing back community-centered arts programming.
Potencia will deliver that priority through a simple, compliant revenue-handling model:
Art Walk Sustainability Fund (Carry-Forward Model):
All sponsorships and earned revenue generated through Art Walk will be placed into a
segregated Art Walk Sustainability Fund to support future Art Walk programming and
infrastructure, with the intent of reducing the public funding requirement in the next budget
cycle.
Arts-First Priority in Future Reinvestment:
Funds carried forward will be prioritized for ArtZone and arts-forward enhancements,
including featured artists and installations, performances, exhibitions, and curated
"namesake" activations that clearly deliver the "Art" in Art Walk.
Operations & Cost-Reduction Investments:
With arts-forward priorities set for future events, remaining funds will be applied to offset
eligible event costs or make one-time investments that reduce future operating burden (e.g.,
reusable wayfinding/signage, communications assets, equipment, or other cost-saving
infrastructure), subject to the approved operating plan.
Transparency& Reporting:
Potencia will provide a sponsorship/revenue summary per event, showing amounts
received, deposits to the Sustainability Fund, and planned/used funds for future events to
ensure clear visibility.
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6. Management & Staffing Plan
Potencia Projects will operate as the single point of accountability with a small core team
and contracted specialty vendors.
• Event Director (Potencia) - client liaison, approvals, budget management, overall
delivery.
• Operations Lead - site plan execution, load-in/out, vendor management, command post
operations.
• Art Programming Lead - ArtZone curation, artist relations, programming schedule,
activation production.
• Marketing and Communications - monthly content plan, merchant/sponsor
communications, press coordination.
• Part-time Support; Art Walk stakeholder personnel - vendor communication + support,
volunteer coordination, documentation.
Contracted providers (managed by Potencia): off-duty police, EMS standby,
barricades/traffic control vendor, sanitation/cleanup, portable restrooms, and event
insurance.
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7. Budget (6-Event Season)
The proposed budget is $152,178 for a 7-month season (6 events), approximately $25,363
per event.
Costs are subject to change based on market changes.
Fig. 2
Monthly Cost Category Amount
Security/ Off-duty Police+ EMS Standby $2,450
Insurance $1,600
Portable Restrooms (incl.ADA units) $1,500
Sanitation &Cleanup $1,000
Permits/Traffic Control $150
Art Programming (ArtZone Namesake Events) $5,000
Farmers Market Production $500
Marketing and Communications $800
Consumables and Operating Supplies $250
Muehlberger Parking Lot Rental $750
Part Time Support During Event $600
Potencia- Management& Production Fee $10,738
Total Monthly $25,363
• Potencia will provide invoice-backed reconciliation for all contracted public safety,
traffic control, sanitation, restrooms, and insurance.
• Potencia will pursue sponsorship and earned revenue to reduce the net City cost for
future Art Walks and the Sustainability Fund
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8. 3 Year Vendor Fee Revenue Plan
A community-acceptable revenue stream that supports safe, consistent operations while
preserving public goodwill. The plan starts with a $5 continuity fee for the first three
months, then scales gradually and transparently based on real operational burden and
vendor feedback.
Vendor Areas and Definitions (fig.5)
• ArtZone: Art-forward, higher production value, more coordination.
• Flea Market Area: High-volume vendor area, heavier footprint management.
• Farmers Market Area: Operated with market management; avoid double-charging
vendors already paying market fees.
• General Area: low-friction participation.
Vendor Categories
• Standard Art Vendor: Handmade/artist/maker booth vendor.
• Reseller / Promotional / Non-handmade Business Booth: Paying for more than "selling
art."
• Hot Food Vendor: Prepared hot food sold from a booth (higher sanitation/waste needs).
• Food Truck: Highest footprint, sanitation load, and generator impact.
Community Trust Guardrails
• Continuity first: No price shock for the first three events.
• One simple base fee: Everyone understands it, and it stays consistent.
• Scale with time and community buy-in: Space, power, prime placement, reseller lead-
gen, hot food, truck footprint.
• Farmers Market is a premium amenity zone: price it accordingly (still below what they're
used to)
Year 1 — "Continuity Period" (First 3 Months)
To preserve continuity and reflect the Farmers Market's premium amenities:
• All vendors (ArtZone, Flea, General): $5 per event
• Farmers Market vendors: $20 per 10x10 per event (starting immediately)
o Rationale: they receive electricity/shelter/bathrooms proximity + prime placement
and are already accustomed to higher stall fees; this is positioned as a discounted
pilot rate.
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Year 1 (Months 4-6): Keep the Base Simple
• General Area: $5
• ArtZone: $7 (=$5 base + $2 curated-zone fee)
• Flea Market Area: $10 (=$5 base + $5 footprint-management fee)
• Farmers Market Area: $25 (=$20+$5 footprint management fee)
• Reseller/ Promotional/ Non-handmade Business Booth
o + $20 surcharge per event (applies anywhere they are placed)
o Example: reseller in Flea (Year 1): $10 + $20 = $30
• Hot Food Vendors: $50 per event (starting Month 4)
o If a "Farmers Market vendor" is selling hot food, treat them as Hot Food Vendor (not
the $20 standard stall), because their operational burden is different.
• Food Trucks: $75
Year 2: Modest Step-Up
• General: $5
• ArtZone: $10
• Flea: $15
• Farmers Market: $30
• Reseller surcharge: +$20 (unchanged)
• Hot Food: $65
• Food Trucks: $100
Year 3: Production Value Growth
• General: $5
• ArtZone: $15
• Flea: $20
• Farmers Market: $35
• Reseller surcharge: +$20 (unchanged)
o Example: reseller in Flea (Year 3): $20 + $20 = $40
• Hot Food: $80
• Food Trucks: $150
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This vendor-fee revenue model reflects a measured, Wichita Falls-appropriate approach
that preserves public support while creating reliable operating income across the year. The
projections assume 6 Art Walk events annually and use the current fee schedule for each
vendor type and area, including 4 food trucks per event, 20 reseller/promotional vendors,
and 10 hot food vendors.
Three scenarios (Conservative, Base, Growth) vary only the participation levels in the
ArtZone, Farmers Market, and General area to show a realistic range of outcomes. Under
these assumptions, vendor fees are projected to generate revenue in supporting continuity,
staffing, sanitation, and overall event execution without relying on aggressive fee escalation.
Revenue summary
Conservative
• Year 1: $2,240/event 4 $13,440/year
• Year 2: $2,775/event 4 $16,650/year
• Year 3: $3,450/event 4 $20,700/year
• 3-year total: $50,790
Base
• Year 1: $2,575/event 4 $15,450/year
• Year 2: $3,175/event 4 $19,050/year
• Year 3: $3,925/event 4 $23,550/year
• 3-year total: $58,050
Growth
• Year 1: $2,910/event 4 $17,460/year
• Year 2: $3,575/event 4 $21,450/year
• Year 3: $4,400/event 4 $26,400/year
• 3-year total: $65,310
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9. Performance Metrics
• Safety: incident count by severity; response time; corrective actions implemented.
• Operations: load-in/out compliance; vendor rule compliance; ADA access maintained.
• Downtown activation: number of participating businesses open late; partner activations;
merchant feedback.
• Arts impact: number of paid local artists; ArtZone activation attendance proxy; vendor
participation.
• Sustainability: sponsor pipeline value; sponsor deliverables delivered; earned revenue
opportunities identified.
10. Why Potencia Projects?
Potencia Projects is a Wichita Falls/Downtown-based cultural events operator with a proven
track record of delivering high-attendance downtown activations, building sponsor
relationships, and coordinating across community stakeholders. Our team has produced
signature community festivals such as the Los Muertos and Loco for Cinco celebrations in
Downtown Wichita Falls, and we routinely collaborate with the City and downtown partners
to deliver safe, permitted, community-forward events.
• Local accountability: on-site leadership and relationships that improve compliance and
stakeholder coordination.
• Cultural credibility: programming designed to highlight local artists and create authentic
community value.
• Operational rigor: vendor controls, safety planning, and post-event reporting that meet
municipal expectations.
• Sustainability mindset: sponsor development and earned-revenue planning to reduce
long-term reliance on City funding.
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2025 Art Walk Attendance Metrics
• Numbers based on proposed perimeter, exact dates of 2025 Art Walk season, within
4:30pm - 9pm.
• Metrics generated by PlacerAl.
Fig. 3
Month Total Visits Out of Town
April 7,181 403
May 10,038 689
June 8,431 659
July 1,881 307
August 6,430 559
September 5,674 565
October 7,752 570
Total 47,387 3,752
• Notice: July drop in attendance due to 4th of July holiday, family summer vacations, high
heat temperatures and unsafe conditions.
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Street Closure
• Street closure based on previous Art Walk events, business owner feedback, and parking
considerations
Perimeter Barricade
Fig. 4
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ArtZone
• ArtZone street closure based on previous Art Walk events, business owner
feedback, and parking considerations
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Flea Market — —
• Area for non-art-based vendors. During sign up vendors will know if they qualify
for this area based on survey.
Farmers Market - - - - - - -
• Monthly activations with a focus on Farmers Market vendors. Think live cooking
demos using produce from local farms on a stage with PA. Culinary Arts.
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Welcome Signage
• To be placed at traffic arteries on both sides of street designating Art Walk area
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Traffic Control
• To be placed in middle of street reminding motorists to slow down.
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Bathrooms
• Blue dot represents locations
• Each dot = 2 Regular + 1 ADA compliant = 15 Total
• Quantities based off monthly average attendance of 8,000
Portable Bathroom Locations Fi:. 8
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Security
• Orange dot represents locations
• Each dot = 2 Officers
• Quantities based off monthly average attendance of 8,000 and area coverage
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Community Buy-In
• Downtown business owners and stakeholders were consulted and feedback was used for
creation of this proposal.
Business
Owners/Stakeholders Interest
Consulted for Proposal
1.Justin Schlager-615 Iron Horse Pub
8th Street Entities in Art Walk area
Fig. 10
2.Marcus McGee-710 Maniac Mansion
8th Street(corner) , _'it'f I
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3.Tersco Moreno 710 Monte Real " 'a ak- z
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4.Matt Bitsche 701
W.F. Brewing Q ,_ ..,
Indiana 1 1 8 i ' , 0 a
5.Dusty Potter-709 President p -i
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6.Ruben Rodriguez Empire Wraps '
-713 Indiana %,Ws , %
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7.Juanis Martinez 717 C -, q,
l Indiana Downtown Bazaar I y, 9a ti.S, N a s N
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8.Jeremy Davis-720 ED- Museum of North
Indiana Texas = Not store fronts within the proposed
9.AJ Kappes-724 Burial Tattoo closed section
Indiana
Keith Wineinger The Burn Shop
Jana Schmader Former DWFD
Executive Director
Ann Arnold Wichita Falls Alliance
for Art&Culture
Chief Manuel Borrego W.F. Police Dept.
Mayor Tim Short City of Wichita Falls
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