GEDC approves $370,720 for Texas Legacy in Lights content agreement

The Gonzales Economic Development Corporation (GEDC) board voted 4-0 Tuesday, March 4, to approve a performance agreement with Gonzales Main Street to fund the creative portion of the Texas Legacy in Lights at the Gonzales Memorial Museum.

The board held a public hearing during which several residents, business leaders and tourism officials spoke up in favor of the $370,720 digital mapping project created by John Reinhart of Austin Film Crew, which will cast an immersive video about the history of Gonzales onto the surface of the Memorial Museum, 414 Smith St., twice a night for six nights each week.

The 3D canvas of light and illusion is similar to “San Antonio: The Saga,” a 24-minute projection that is digitally mapped across the surface of the San Fernando Cathedral façade in San Antonio and draws thousands of visitors to the Alamo city every year.

Last November, the Gonzales City Council voted unanimously, based upon a recommendation from the

Gonzales Convention and Visitor’s Bureau, to spend up to $303,146 in Hotel Occupancy Tax (HOT) funds to pay for the equipment necessary for the Legacy in Lights project.

The money from GEDC, which comes from the half-cent sales tax collected by the Type B economic development organization, will fund the creative rights and licensing for the video from now until 2041, which coincides with the average life expectancy of the projection equipment, according to Reinhart, who was present for the meeting.

Similar projection mapping is used to great success at Disney World and at art installations throughout the world and Gonzales would become only the fifth U.S. city to host a permanent video display.

During the public hearing, Maggie Wills, manager of the Alcalde Hotel and member of the Gonzales Main Street board, called the project “a transformative initiative poised to illuminate not just our historic architecture but also the economic future of Gonzales.”

Wills noted the “Saga” in San Antonio has become a key attraction alongside landmarks like the Alamo and Riverwalk and “the result is a stronger local economy, increased business for restaurants and shops in a city that benefits from sustained tourism.”
“We've seen time and time again how strategic investments in tourism and culture can drive economic growth,” Wills said. “Now, Gonzales has the opportunity to position itself as one of the few cities in the US to host a large scale immersive projection experience. With the Texas Legacy in Lights project, we can achieve increased tourism with a year-round attraction that brings more visitors, resulting in higher occupancy tax and heads in beds, as well as economic growth.

“More tourists mean increased sales tax revenue benefiting local businesses, city services and job creation. So from installation to hospitality, this project will create direct and indirect employment opportunities for our residents. By working together, we can make Gonzales a premier destination, increase hotel tax revenue and secure funding for ongoing projects, entertainment and infrastructure. I urge the board to recognize the cultural and economic benefits of Texas Legacy in Lights project.”

Lynn Wilson, a local historian and pastor at Eastside Baptist Church, told the GEDC board he believes “Gonzales has too much history to not take advantage of it.”

“I think this Legacy in Lights is a wonderful way to begin to take more awareness and bring more awareness, not only to the citizens here in Gonzales, but to people around the state and other investors and tourists,” Wilson said.

District 4 Councilmember Ronda Miller read some notes provided to her by Chamber operations director Misti King about the impact the Legacy in Lights project could have.

“Based on projections and data from similar case studies, Texas Legacy in Lights has the potential to attract over 20,000 people annually and generate up to $1 million annually in direct visitor spending on local businesses; $600,000 in annual hotel revenue from increased overnight stays and $80,000 in additional annual sales tax revenue for the city — money that then can be reinvested in the community for projects and other events, a measurable increase in community engagement, local pride and cultural visibility,” Miller read.

“In the interest of preserving the incredible history Texas has, we're looking for an innovative way to attract visitors and locals alike. We want everyone to experience the Lone Star culture, and by creating an engaging, historically accurate attraction that captures the story of the Battle of Gonzales, the city can offer visitors an immersive experience that drives tourism, supports local businesses, and fosters a deeper connection to Texas history.”

Miller said King called the project “a long term solution to an ongoing problem: How do we get people to come visit and stay in Gonzales, Texas? How do we continue to bring in the hotel tax that helps to fund so many incredible local initiatives? Texas Legacy in Lights is the answer.”

Board members discussed who would actually own the creative rights to the video during the 15-year licensing period. Josh Gray told his fellow GEDC board members he would like to see GEDC be the point of contact for any requests to use the video in licensing, but that the city would ultimately own those rights and any proceeds made from the licensing of the video would belong to the city.

The performance agreement also spells out that any money generated from the attraction should be put back either into upgrades at the Gonzales Memorial Museum itself or into promotion of Gonzales.

The four members who were present for the meeting — President Ryan Lee, Secretary-Treasurer Karen Iacuone, Amy Peeler and Gray — all voted in favor of the project. Vice President Daisy Scheske Freeman, Trey Lester and Richard Green were not at the meeting.

The measure will now be forwarded to the Gonzales City Council for final approval.