Dallas recently marked a significant achievement with the completion of a $140 million renovation of the historic Cotton Bowl, a moment of pride for the community. However, this celebration is tempered by recent challenges at Fair Park, particularly the end of a complex relationship between the city of Dallas, venue manager Oak View Group (OVG360), and the nonprofit Fair Park First on September 16.
Civic leader Veletta Forsythe-Lill, who has dedicated much of her life to advocating for Fair Park since moving to Dallas in 1985, reflects on the journey and missteps encountered during this privatization effort. Over the years, Forsythe-Lill has worn multiple hats in service to Fair Park — as a visitor, member, advocate, board member, and policymaker — all while contributing to plans aimed at ensuring its future.
The governance of Fair Park changed significantly in 2019 when the city opted to hand management over to Spectra Venue Management, which later became OVG360, and mandated the creation of Fair Park First as a nonprofit oversight body. This new structure promised to enhance park operations, tapping into the global operator’s extensive booking network.
Initially, there were hopes that professional management would usher in increased revenue and improved services. However, the realities of the pandemic drastically reduced attendance at the park to a mere fraction of its usual 5 million annual visitors, leading to significant operational challenges.
The winter freeze caused over $7 million in damage to the facilities, further exacerbating the situation. Reviews highlighted several shortcomings on the part of OVG360, including missed sponsorship targets, poor customer service, and inconsistent maintenance practices. The management model, though promising in theory, struggled under the pressures of unexpected crises.
Despite these challenges and some setbacks, Forsythe-Lill notes that progress was also made during this tumultuous period. The return of stadium concerts after a two-decade absence, alongside the raising of upwards of $60 million through grants and fundraising, illustrated that there was a path forward even amid difficulties.
Fair Park First made strides concerning community-focused programming, completed an updated master plan, and developed a strong board. Their principal aim remained focused on securing funding for a long-anticipated community park. Now, as Fair Park transitions back into the city’s hands, there is hope that a new development agreement with the Park Department will pave the way for this community park to commence construction by 2026.
Forsythe-Lill emphasizes that although philanthropy plays a vital role, it cannot single-handedly sustain Fair Park. Sustainable revenue streams from tenant operations, exhibitions, and events need to be cultivated. Current fluctuations in bond programs complicate long-term financial planning, with the city experiencing stark contrasts in funding availability — with $50 million allocated in 2017 and only $5 million projected for 2024.
The city recently introduced a hotel tax dedicated to generating funds expected to reach approximately $300 million for improving six key buildings. However, to honor commitments made to voters and enable the construction of new venues, timely allocation of these funds is crucial.
The article discusses the need for additional targeted policy adjustments. These may include reforming parking and rental agreements as well as expanding small ticket surcharges to facilitate routine maintenance. Bringing in new cultural and commercial tenants could rejuvenate underutilized spaces within Fair Park.
Nevertheless, Forsythe-Lill contends that these combined strategies may still fall short of achieving the necessary revitalization. To truly bring Fair Park back to life, Dallas must extend its vision beyond traditional city budgets and economic development tools.
As a city, state, and national landmark, Fair Park is protected by architectural regulations that can open doors to economic development resources, including historic tax credits that could leverage greater private investment. Thoughtfully integrated new developments, such as compatible hotels and retail spaces, can contribute to revenue generation without compromising the park’s historical integrity.
Fair Park is not just any city property; it represents a confluence of numerous missions and identities — from cultural institutions and concert venues to public gathering spaces. It requires specific venue expertise and strategic collaboration between city officials and various campus partners to enhance visitor engagement.
The road forward for Fair Park is likely to be challenging, reflecting its complex history and intricate design. However, Forsythe-Lill underscores that the park’s uniqueness and rich culture have sustained it for nearly a century, thanks to the faith of those who have invested in its potential. The commitment to Fair Park’s future remains as vital today as it has ever been.
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