The Amarillo City Council Workshop held on August 6, 2025, focused on enhancing the city's event booking capabilities through the establishment of a new sales position within the Civic Center. The meeting began with discussions on the reclassification of existing roles in the booking office, aiming to improve collaboration with promoters and increase the number of events hosted in Amarillo.

A key proposal involved creating a contract position that would operate on a commission basis, incentivizing the individual to drive sales and secure more shows. This approach is designed to foster relationships with promoters, ultimately leading to increased ticket sales and revenue for the city. The financial implications were carefully considered, with assurances that the changes would result in a net zero impact on the general fund, as funding would be shifted from hotel occupancy taxes to support this new role.

Council members expressed optimism about the potential for this position to pay for itself through increased event bookings. The individual in this role would report to Beau, who has been actively engaging with promoters and has already seen positive interest in Amarillo as a venue for events. The discussions highlighted the need for a dedicated salesperson who understands the intricacies of the event industry and can effectively market Amarillo's venues.

Further elaboration on the role indicated that the new hire would not only focus on sales but also work closely with promoters to address logistical concerns, such as concessions and venue amenities. This comprehensive approach aims to enhance the overall experience for both event organizers and attendees, ensuring that Amarillo remains competitive in attracting a diverse range of events.

The workshop concluded with a consensus on the importance of this initiative, with council members acknowledging the potential for increased revenue and improved community engagement through a more robust event schedule. The next steps will involve finalizing the details of the position and implementing the proposed changes to the booking office structure.