Title
Consider/Discuss Promotional and Community Event Grant Application Submitted by SBG Hospitality (PC 26-08) in the Amount of $15,000.00 for the Advertising, Marketing and Promotion of the 2026 Sip and Stroll Series.
Summary
COUNCIL GOAL: 5: Enhance Quality of Life in McKinney
5.1: Create affordable recreational and cultural arts activities
for all ages throughout the city.
MEETING DATE: December 18, 2025
DEPARTMENT: McKinney Community Development Corporation
CONTACT: Cindy Schneible, President
ITEM SUMMARY:
• SBG Hospitality is requesting $15,000 for the advertising, marketing and promotion of the 2026 Sip and Stroll Series.
• Request represents 79% of total promotional budget.
• The Series consists of four events: St. Pat’s Beer Walk on March 14, Craft Beer Walk on June 20, Margarita Stroll on July 11, and Spooktacular Beer Walk on October 31.
• All events take place in the Downtown Historic Cultural District.
• Ticket cost is $35 per event.
• 20% of net proceeds from each event will be donated to McKinney Main Street.
• Additionally, $1500 per event will be donated to a local nonprofit.
• Expected attendance is 1000-1500 per event.
BACKGROUND INFORMATION:
• SBG Hospitality is an event production and marketing company located in McKinney. Festival productions have included McKinney St. Patrick’s Day Festival & Shamrock Run, McKinney Wine and Music Festival, McKinney Fall Festival & Monster Dash 5K, and Sip & Stroll Series.
• SBG events are designed to drive traffic and visitors to the city and increase sales for restaurants, artists, and shops.
FINANCIAL SUMMARY:
• MCDC’s allocation for Promotional and Community Event grants for FY 26 is $250,000; $125,000 for Cycle I applicants and $125,000 for Cycle II applicants.
• SBG was awarded a Promotional Grant in the amount of $15,000 in FY 25 for advertising, marketing and promotion of the 2025 McKinney Sip & Stroll Series.
SUPPORTING MATERIALS:
• Application Packet
• Presentation