San Benito launches $1.6M project to turn fairgrounds into musical mecca

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SAN BENITO — A $1.6 million project is aiming to turn the San Benito Fairgrounds into a musical mecca pumping $1.8 million into city coffers during its first year of operation, City Manager Fred Sandoval said.

After months of planning, officials are getting ready to unveil the project hinged on leasing a $650,000 stage along with the 120-acre, city-owned fairgrounds off Business 77.

“It’s going to be the biggest thing that’s happened in San Benito for a long time,” Sandoval said, adding the venue is expected to open next spring.

As part of the project, the city’s Economic Development Corporation is planning to pull $1.6 million during its first year of operations, projecting to draw $1.8 million in revenue, Sandoval, the EDC’s executive director, said, adding the agency’s new budget stands at $900,000.

The venue is projected to create 70 to 118 jobs, the project’s feasibility study shows.

“This is going to turn San Benito around. We’re not going to be the same in five to 10 years,” City Commissioner Tom Goodman said. “This speaks to the culture and history of San Benito — we’ve been know for the music, and that tradition will continue.”

Under the plan, the EDC will be leasing the stage and fairgrounds.

“Sponsorships and business promotion will be very much a part of what we’re doing,” Goodman said. “Businesses and entities will be able to promote themselves at this venue.”

Based on a city-funded feasibility study, the University of Texas-Rio Grande Valley’s Data and Information Center found the project would become “viable” producing 20 events a year, Sandoval said.

The project “will significantly impact the Cameron County economy through its expenditures on various events, including concerts, trade shows, graduations and more,” the $10,000 study states. “Additionally, it will stimulate spending with local businesses such as production companies, equipment rental services, media outlets, promoters, and advertising agencies that contribute to … events.”

Under the study, revenue projections are based on attendance figures of 80,000, or 100%; 60,000, or 75%; and 40,000, or 50%.

“Projected attendees are expected to spend an estimated $7.3 million at a 100% attendance rate, $5.4 million at a 75% attendance rate and $3.6 million at 50% attendance rate,” the study states. “These expenditures will cover a range of services, including hotels and motels, transportation, food and dining, shopping, entertainment and miscellaneous goods and services.”

During its first year of operations, the EDC is planning to fund a total of $1.6 million, with $650,000 going toward construction of a stage while $300,000 is projected to cover expenses such as power and portable toilets, Sandoval said.

Meanwhile, officials are planning to set aside $500,000 to fund production of a total of 20 events, with $200,000 planned for media and marketing.

So far, hometown country star Charley Crockett is set to play the first show, Sandoval said.

“Charley Crockett was very interested in it when we gave him the key to the city,” he said, referring to September’s ceremony. “He also committed to be the inaugural act for our grand opening. He also offered to help us with planning and design with his experience and expertise with all the venues he’s played in.”

Officials don’t believe the venue will compete against city’s three signature music festivals — ResacaFest, commemorating the Fourth of July; the Hog Waddle, staged in March; and the South Texas Music Festival, held in the fall.

“A rising ship lifts all boats,” Goodman said.

Officials are planning to launch the venue while considering concerns the city’s music festivals are losing money.

While the city’s spending about $300,000 a year to stage the events, the festivals aren’t making money, Commissioner Deborah Morales told commissioners during a September meeting, suggesting tapping money to help fund animal control, the local food bank and Friends of the Library.

“I would like to see some of this money put there instead of going to these events,” she said.

Last month, commissioners held off a proposal to boost the two-day Hog Waddle festival’s price tag to $236,500 amid a plan to turn it into three-day event, Goodman said.

“It’s a large amount of money,” he said. “The commission is just being cautious moving forward.”

In 2023, the festival featuring Grupo Siggno drew about 6,000 fans to the fairgrounds.

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