The Dallas Tourism Public Improvement District is designed to significantly increase the funding available to market and provide incentives to enhance Dallas’ performance as a convention and tourism destination.
Since 2013, Dallas Tourism Public Improvement District Corporation has used its Event Marketing Fund to pay local arts and culture organizations directly for marketing that can increase visitation to Dallas. That long-running program sits alongside tour-operator and hotel incentive grants, giving the funder a clear tourism-first profile rather than a broad philanthropic one. In 2024, its largest recent award went to Mary Kay Inc in Addison for an event incentive, and another major incentive supported the Junior Volleyball Association of Austin. The recent grant list also shows Dallas-centered cultural support, with awards to the State Fair of Texas, Dallas Safari Club, Dallas Symphony Association Inc, and Nasher Sculpture Center. Across those grants, the foundation appears to fund both event-specific activity and broader promotional work tied to conventions, tourism, and cultural attendance. Its grantmaking is local in scope, with most recipients located in Texas and many awards directed to Dallas organizations. The mix of incentives and marketing support points to a funder built to help bring visitors, group bookings, and audiences into the city.
Cultural arts marketing is one of the clearest threads in the grant list. Dallas Symphony Association Inc received $37,500 for a cultural arts marketing grant in 2024, while Nasher Sculpture Center received the same amount for the same purpose. The foundation also supported Greenville Avenue Area Business Association with $37,500 for cultural arts marketing, linking arts promotion to neighborhood activity. Event incentives are another major category. The State Fair of Texas received $100,000 in 2024, and Alw Entertainment Inc received $94,481 for event incentive support. These grants fit the organization’s tourism-oriented model, where event activity is tied to visitation. The funder also backs broader cultural and civic programming through general support. Dallas Cup Inc, North Texas Irish Festival, and The Shakespeare Festival of Dallas Dba Shakespeare Dallas each received $37,500 in 2023 under that label, showing support for recurring Dallas events and institutions.
Typical grants cluster tightly around the median: p25 is $12,500, median is $25,000, and p75 is $25,000. That suggests many awards are sized at a standard level, with a smaller set of larger event incentives pushing the upper end of the distribution. The recent list shows both repeat-use program funding and one-off support for specific events, rather than a single grant cycle tied to one recipient. The funder is a public improvement district corporation, and its programs accept unsolicited applications in the Event Marketing Fund, Tour Operator Incentive Program, and Hotel Marketing Incentive Program. The structure is clearly program-based, with short-term event and booking incentives rather than individuals or PRIs.
$2.5M
$41.5M
$25.2M
$20.9M
Most grants fall between $13K and $25K, with a median of $25K.
25th Percentile
$13K
Median
$25K
75th Percentile
$25K
GREG WHITE
Top 2 recipient countries by grant volume for Dallas Tourism Public Improvement District.
| Rank | Country | Grants | Total | Share |
|---|---|---|---|---|
| 1 | United StatesDomestic | 128 | $3.7M | 99.2% |
| 2 | Canada |
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Grantmaking is concentrated in Texas, which accounts for 90% of recipients in the HQ state. Dallas appears most often, with awards to organizations such as Dallas Symphony Association Inc, Nasher Sculpture Center, Dallas Holocaust and Human Rights Museum, and Titas Presents. Beyond Dallas, the recent list reaches Austin, Addison, Fort Worth, and Plano within Texas. A smaller share goes outside the state, including recipients in California, New Jersey, Washington, DC, Ohio, and New York, showing that some incentive grants support visiting organizations tied to Dallas events.
It funds Dallas arts and cultural organizations, tour operators, hotels in the Dallas Tourism PID, and event-related organizations. The recent grants include cultural arts marketing, event incentives, and general support tied to tourism and audience attendance.
The typical award is $25,000 at the median, with p25 at $12,500 and p75 also at $25,000. That pattern shows many grants are clustered at one standard size, with fewer larger awards like the $443,500 incentive to Mary Kay Inc.
Yes. The Event Marketing Fund, Tour Operator Incentive Program, and Hotel Marketing Incentive Program all accept unsolicited applications according to the program descriptions.
The active programs focus on cultural arts event marketing, tour operator incentives, and hotel marketing incentives. The recent grants also show event incentives, cultural arts marketing grants, and general support for Dallas events and institutions.
Most grants go to Texas recipients, and 90% of grants are awarded to organizations in the HQ state. Dallas is the most common city in the recipient list, with additional Texas grants in Addison, Austin, Fort Worth, and Plano.
2026
Source: IRS Form 990-PF, fiscal year 2026.
| 1 |
| $25K |
0.8% |
Recipient country reflects the grantee's headquarters per IRS 990-PF and Schedule F filings, not the program's implementation country.
Current and upcoming funding from Dallas Tourism Public Improvement District that your nonprofit may be able to apply for.
Who can apply: Requires a minimum of 30 hotel room nights (example: 10 rooms for 3 nights). Application information must be accurate and supporting event materials/final support documentation must be reviewed prior to payment.
Deadline: FY2027 applications open July 13, 2026 at 10am CST; first-come, first-served thereafter.
Who can apply: Events must benefit DTPID participant hotels, generate a minimum of 30 hotel room nights, be open to the public, and demonstrate marketing and promotion to communities outside the 50-mile radius of Dallas with intent to increase Dallas as an overnight destination. Events cannot be primarily fundraisers or galas; fundraising components are permissible. Expos and conventions are not eligible. Events receiving other DTPID funds are ineligible.
Deadline: Application must be submitted at least 90 days prior to the event; final report due within 30 days after the event.
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Most recent grants reported to the IRS.
| Recipient | Location | Amount | Year | Purpose |
|---|---|---|---|---|
| MARY KAY INC | ADDISON, TX | $443,500 | 2024 | EVENT INCENTIVE |
| JUNIOR VOLLEYBALL ASSOCIATION OF AUSTIN | AUSTIN, TX | $300,000 | 2024 | EVENT INCENTIVE |
| STATE FAIR OF TEXAS | DALLAS, TX | $100,000 | 2024 | EVENT INCENTIVE |
| ALW ENTERTAINMENT INC | DALLAS, TX | $94,481 | 2024 | EVENT INCENTIVE |
| DALLAS SAFARI CLUB | DALLAS, TX | $92,000 | 2024 | EVENT INCENTIVE |
| FERRY INTERNATIONAL LLC | SANTA ANA, CA | $86,100 | 2024 | EVENT INCENTIVE |
| WOMENS FOODSERVICE FORUM | DALLAS, TX | $81,000 | 2024 | EVENT INCENTIVE |
| NOVARTIS PHARMACEUTICALS CORPORATION | EAST HANOVER, NJ | $80,750 | 2024 | EVENT INCENTIVE |
| DESTINATIONS INTERNATIONAL | WASHINGTON, DC | $60,000 | 2024 | EVENT INCENTIVE |
| TFN CAMPS & CLINICS INC | MIDDLEBURG HEIGHTS, OH | $50,000 | 2024 | EVENT INCENTIVE |
| NASHER SCULPTURE CENTER | DALLAS, TX | $37,500 | 2024 | CULTURAL ARTS MARKETING GRANT |
| GREENVILLE AVENUE AREA BUSINESS ASSOCIATION | DALLAS, TX | $37,500 | 2024 | CULTURAL ARTS MARKETING GRANT |
| DALLAS SYMPHONY ASSOCIATION INC | DALLAS, TX | $37,500 | 2024 | CULTURAL ARTS MARKETING GRANT |
| AMAZONCOM SALES INC DBA AMAZONCOM SERVICES LLC | SEATTLE, WA | $37,000 | 2024 | EVENT INCENTIVE |
| RAISING CANE'S | PLANO, TX | $32,000 | 2024 | EVENT INCENTIVE |
| SALESFORCE INC | SAN FRANCISCO, CA | $31,000 | 2024 | EVENT INCENTIVE |
| DALLAS ARBORETUM AND BOTANICAL SOCIETY INC | DALLAS, TX | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| NORTH TEXAS LGBT CHAMBER OF COMMERCE | DALLAS, TX | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| DALLAS CHILDRENS THEATER INC | DALLAS, TX | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| TITAS PRESENTS | DALLAS, TX | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| DALLAS BLACK DANCE THEATRE INC | DALLAS, TX | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| DALLAS ZOOLOGICAL SOCIETY | DALLAS, TX | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| GF SPORTS & ENTERTAINMENT LLC | NEW YORK, NY | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| ATHLETES UNLIMITED LLC | NEW YORK, NY | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| DALLAS CENTER FOR THE PERFORMING ARTS FOUNDATION INC DBA AT&T PERFORMING AR | DALLAS, TX | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| HTEDANCE & SPIRIT GROUP INC | IRVING, TX | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| DALLAS HOLOCAUST AND HUMAN RIGHTS MUSEUM | DALLAS, TX | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| EARTH DAY TEXAS INC DBA EARTHX | DALLAS, TX | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| DALLAS MUSEUM OF ART | DALLAS, TX | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| BISHOP ARTS THEATRE CENTER | DALLAS, TX | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| DBA NORTH TEXAS IRISH FESTIVAL | DALLAS, TX | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| DIA DE LOS MUERTOS LLC | DALLAS, TX | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| BIG A FOUNDATION | DALLAS, TX | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| THEATRE THREE INC | DALLAS, TX | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| DALLAS ARTS DISTRICT | DALLAS, TX | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| DALLAS WHITE ROCK MARATHON | DALLAS, TX | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| DALLAS ART FAIR LLC | DALLAS, TX | $25,000 | 2024 | CULTURAL ARTS MARKETING GRANT |
| OAK CLIFF COALITION FOR THE ARTS | DALLAS, TX | $24,948 | 2024 | CULTURAL ARTS MARKETING GRANT |
| FM CITY PARK LLC | DALLAS, TX | $20,412 | 2024 | CULTURAL ARTS MARKETING GRANT |
| RATED SPORTS GROUP LP DBA RATED TRAVEL | VENTURA, CA | $17,808 | 2024 | CULTURAL ARTS MARKETING GRANT |
| AFRICAN AMERICAN MUSEUM DBA | DALLAS, TX | $17,694 | 2024 | CULTURAL ARTS MARKETING GRANT |
| UPTOWN PLAYERS INC | DALLAS, TX | $14,845 | 2024 | CULTURAL ARTS MARKETING GRANT |
| DALLAS SOUTHERN PRIDE | DALLAS, TX | $14,448 | 2024 | CULTURAL ARTS MARKETING GRANT |
| GREATER DALLAS YOUTH ORCHESTRA | DALLAS, TX | $12,852 | 2024 | CULTURAL ARTS MARKETING GRANT |
| OAK CLIFF CHAMBER OF COMMERCE | DALLAS, TX | $12,500 | 2024 | CULTURAL ARTS MARKETING GRANT |
| THE SHAKESPEARE FESTIVAL OF DALLAS DBA SHAKESPEARE DALLAS | DALLAS, TX | $12,500 | 2024 | CULTURAL ARTS MARKETING GRANT |
| GEORGE W BUSH PRESIDENTIAL CENTER | DALLAS, TX | $12,500 | 2024 | CULTURAL ARTS MARKETING GRANT |
| WOODALL RODGERS PARK FOUNDATION | DALLAS, TX | $12,500 | 2024 | CULTURAL ARTS MARKETING GRANT |
| AVANCE DALLAS INC DBA AVANCE NORTH TEXAS | DALLAS, TX | $12,500 | 2024 | CULTURAL ARTS MARKETING GRANT |
| DALLAS THEATER CENTER | DALLAS, TX | $12,500 | 2024 | CULTURAL ARTS MARKETING GRANT |
MARY KAY INC
$443,500EVENT INCENTIVE
JUNIOR VOLLEYBALL ASSOCIATION OF AUSTIN
$300,000EVENT INCENTIVE
ALW ENTERTAINMENT INC
$94,481EVENT INCENTIVE
DALLAS SAFARI CLUB
$92,000EVENT INCENTIVE
FERRY INTERNATIONAL LLC
$86,100EVENT INCENTIVE
WOMENS FOODSERVICE FORUM
$81,000EVENT INCENTIVE
NOVARTIS PHARMACEUTICALS CORPORATION
$80,750EVENT INCENTIVE
DESTINATIONS INTERNATIONAL
$60,000EVENT INCENTIVE
TFN CAMPS & CLINICS INC
$50,000EVENT INCENTIVE
NASHER SCULPTURE CENTER
$37,500CULTURAL ARTS MARKETING GRANT
GREENVILLE AVENUE AREA BUSINESS ASSOCIATION
$37,500CULTURAL ARTS MARKETING GRANT
AMAZONCOM SALES INC DBA AMAZONCOM SERVICES LLC
$37,000EVENT INCENTIVE
RAISING CANE'S
$32,000EVENT INCENTIVE
SALESFORCE INC
$31,000EVENT INCENTIVE
DALLAS ARBORETUM AND BOTANICAL SOCIETY INC
$25,000CULTURAL ARTS MARKETING GRANT
NORTH TEXAS LGBT CHAMBER OF COMMERCE
$25,000CULTURAL ARTS MARKETING GRANT
DALLAS CHILDRENS THEATER INC
$25,000CULTURAL ARTS MARKETING GRANT
TITAS PRESENTS
$25,000CULTURAL ARTS MARKETING GRANT
GF SPORTS & ENTERTAINMENT LLC
$25,000CULTURAL ARTS MARKETING GRANT
ATHLETES UNLIMITED LLC
$25,000CULTURAL ARTS MARKETING GRANT
DALLAS CENTER FOR THE PERFORMING ARTS FOUNDATION INC DBA AT&T PERFORMING AR
$25,000CULTURAL ARTS MARKETING GRANT
HTEDANCE & SPIRIT GROUP INC
$25,000CULTURAL ARTS MARKETING GRANT
EARTH DAY TEXAS INC DBA EARTHX
$25,000CULTURAL ARTS MARKETING GRANT
DBA NORTH TEXAS IRISH FESTIVAL
$25,000CULTURAL ARTS MARKETING GRANT
DIA DE LOS MUERTOS LLC
$25,000CULTURAL ARTS MARKETING GRANT
BIG A FOUNDATION
$25,000CULTURAL ARTS MARKETING GRANT
THEATRE THREE INC
$25,000CULTURAL ARTS MARKETING GRANT
DALLAS ARTS DISTRICT
$25,000CULTURAL ARTS MARKETING GRANT
DALLAS WHITE ROCK MARATHON
$25,000CULTURAL ARTS MARKETING GRANT
DALLAS ART FAIR LLC
$25,000CULTURAL ARTS MARKETING GRANT
OAK CLIFF COALITION FOR THE ARTS
$24,948CULTURAL ARTS MARKETING GRANT
FM CITY PARK LLC
$20,412CULTURAL ARTS MARKETING GRANT
RATED SPORTS GROUP LP DBA RATED TRAVEL
$17,808CULTURAL ARTS MARKETING GRANT
AFRICAN AMERICAN MUSEUM DBA
$17,694CULTURAL ARTS MARKETING GRANT
UPTOWN PLAYERS INC
$14,845CULTURAL ARTS MARKETING GRANT
DALLAS SOUTHERN PRIDE
$14,448CULTURAL ARTS MARKETING GRANT
GREATER DALLAS YOUTH ORCHESTRA
$12,852CULTURAL ARTS MARKETING GRANT
OAK CLIFF CHAMBER OF COMMERCE
$12,500CULTURAL ARTS MARKETING GRANT
CULTURAL ARTS MARKETING GRANT
AVANCE DALLAS INC DBA AVANCE NORTH TEXAS
$12,500CULTURAL ARTS MARKETING GRANT