Texas Lottery
Dana Ross, Promotions Coordinator, Texas Lottery
What events (fairs, festivals, concerts) will you sponsor/engage with this year? If applicable, what physical presence will you have at the event?
Below is a list of the fairs and festivals the Texas Lottery is participating in during FY24.
| Selling Events |
| State Fair of Texas |
| Houston Texans Football (Home Games) |
| Dallas Cowboys Football (Home Games) |
| Texas Motor Speedway: NASCAR |
| Mardi Gras Galveston |
| Sombrero Festival |
| Borderfest |
| Circuit of the Americas: NASCAR |
| Poteet Strawberry Festival |
| Texas Motor Speedway: NASCAR |
| Fiesta de los Reyes |
| Founders Day Festival |
| Mayfest |
| Pecan Street Festival |
| Pasadena Strawberry Festival |
| Comicpalooza |
| Taste Addison |
| Tomato Festival |
| Aransas Pass Shrimporee |
The Texas Lottery is on-site at all fairs and festivals. The activation typically includes one 16’ x 8’ Texas Lottery-branded selling trailer, one 10’ x 10’ branded promotional tent, and two digital spinning wheels along with a variety of player promotions. The event space is 40’ x 20’.
At the State Fair of Texas, there are two selling trailers, three digital spinning wheels, and one bonus, a Plinko-style digital game. The event space is 98’ x 49’.
At the Dallas Cowboys and Houston Texans football games, there is a selling kiosk, tent, and merchandise tables set up. The event space is 20’ x 10’.
In the past few years, have you made any changes to your event strategy that were either a success or a failure? What did you learn?
The major change in the past few years that the Texas Lottery made was updating from manual spinning wheels at events to digital spinning wheels. This change resulted in expedited event execution and player satisfaction from a seamless experience and shorter wait time to spin the wheel.
If you have a physical presence at an event, what types of activations/engagement opportunities do you employ and why?
- Do you incorporate a prize wheel?
Yes, a digital spinning wheel.
- Have you tried any other form of game?
Yes, at the State Fair of Texas, we also have a digital Plinko-style bonus game. Players that land on the star icon on the digital spinning wheel can then play the Plinko-style game where they can win up to an additional 15 promotional $1 scratch tickets.
- Do you sell tickets?
Yes
- Do you use a selfie booth?
No
- Anything else?
At Houston Texans and Dallas Cowboys home games, the Texas Lottery has an onsite promotion before each game. Players who purchase a certain dollar amount of Texans or Cowboys scratch tickets receive official Texans or Cowboys merchandise. The event set up is a mobile selling kiosk and two merchandise tables with Texas Lottery-branded tablecloths. These promotions have proved to be successful, and the merchandise has sold out at many of the games.
Do you have certain KPIs you measure success with for events?
Event Sales: The sales per hour threshold of $1,000 per hour is considered a highly successful event in terms of sales, but the other indicators listed below are considered as well.
Relationship (with event manager and event staff): The relationship with event staff is taken into consideration when considering future participation.
Location City: The Texas Lottery does not have a specific number of events that must occur in one city/location/sales district. However, the number of events in each city/regional area is taken into consideration to ensure the entire state is represented.
Time of Year: Due to the number of staff and resources allocated to the State Fair of Texas, Dallas Cowboys, and Houston Texans games in September and October, we do not activate at any other events at that time of year.
Event Attendance: While there is no exact attendance threshold, the Texas Lottery considers events that have higher attendance levels for each specific event location.
Number of Event Days: The Texas Lottery participates in events that are a minimum of two days, apart from the Tomato Festival which is only a one-day event. The exception is because the event is in a part of Texas that rarely has any events or opportunities for an in-person, Texas Lottery presence.
| FY23 Selling Events | Event Sales | Sales Per Hour |
| State Fair of Texas | $2,003,829.50 | $6,957.74 |
| Houston Texans Football (Home Games) | $146,040.00 | $6,419.34 |
| Dallas Cowboys Football (Home Games) | $165,860.00 | $4,513.20 |
| Texas Motor Speedway: NASCAR | $19,412.00 | $1,493.23 |
| Mardi Gras Galveston | $12,529.00 | $563.10 |
| Sombrero Festival | $22,920.00 | $790.34 |
| Circuit of the Americas: NASCAR | $17,043.00 | $960.17 |
| Poteet Strawberry Festival | $71,862.00 | $2,818.12 |
| Fiesta de los Reyes | $42,617.00 | $1,456.99 |
| Mayfest | $40,339.50 | $1,301.27 |
| Pecan Street Festival | $38,977.00 | $1,812.88 |
| Pasadena Strawberry Festival | $16,055.00 | $522.11 |
| Comicpalooza | $11,311.00 | $580.05 |
| Tomato Festival | $5,909.00 | $844.14 |
| Aransas Pass Shrimporee | $20,247.00 | $920.32 |
| TOTAL SALES | $2,634,951.00 | $4,211.47 |