Venue ranks in the Top 20 in Texas, attracting 724,000 visits and $20.6 million in sales
Doggett Ford Park recently presented findings from its 2024 Economic Impact Report to the Jefferson County Commissioners Court, highlighting the complex’s contribution to the local and regional economy during the 2024 calendar year, according to an announcement from Oak View Group, the facility manager.
The study was a collaborative effort between the Jefferson County Tourism Committee and Oak View Group and was designed to measure the economic impact of events hosted at Doggett Ford Park and Doggett Fields throughout Jefferson County and the surrounding region.
The analysis was conducted by Impact Datasource of Austin, the same firm that completed the park’s original 2004 economic impact study, allowing for long-term comparisons over a 20-year period.
The 2024 study was further enhanced with real-time event analytics from Placer.ai, providing deeper insight into visitor behavior, travel patterns, and regional draw.
Funding for the study was provided through a hotel occupancy tax grant administered by the Jefferson County Tourism Committee.
Highlights from the 2024 economic impact report include more than 160 event days at Doggett Ford Park, including two sold-out shows at Doggett Ford Park Arena, and more than 25 weekend tournaments hosted at Doggett Fields.
The total economic impact included $19,268,093 in county taxable sales, $1,375,255 in hotel room sales, and $20,643,348 in total sales generated in Jefferson County.
The events also generated 14,476 hotel room nights.
Compared with the state’s Top 20 ranking, Doggett Ford Park and Doggett Fields ranked No. 19 among comparable venues in 2024.
The complex recorded 423,777 paid attendees, 724,073 total visits, and 45,791 out-of-town visitors.
“These results reinforce the crucial role that Doggett Ford Park and Doggett Fields play as a regional economic driver,” said Claudio Oliveira, Oak View Group general manager at Doggett Ford Park. “The data show the impact extends well beyond the venue, supporting local businesses, creating jobs, and filling local hotels, restaurants and retailers throughout Jefferson County.”
The inclusion of Placer.ai data provided enhanced visibility into visitor origin, dwell time, and spending behavior, allowing stakeholders to better understand how events translate into real economic activity throughout the county.
Oak View Group and the Jefferson County Tourism Committee will continue using the insights to guide future event strategy, strengthen partnerships, and maximize economic benefits for the community.
For more information about Doggett Ford Park or the 2024 Economic Impact Report, contact Richard Doss, director of sales and marketing, at (409) 499-8794 or Richard.Doss@oakviewgroup.com.
— Business Journal Staff
