Broken Arrow City Council
Meeting of: 06-15-2026
Title:
title
Approval of and authorization to enter into a service agreement with Zartico, Inc. for economic impact and tourism tracking data
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Background:
As Visit Broken Arrow continues to evolve alongside the city's rapid growth, it is increasingly important that we strengthen our ability to measure, analyze, and communicate the impact of tourism on our community and local economy.
At the April 14 VBA meeting, staff received approval to research and evaluate software platforms that could enhance tourism data tracking, visitor insights, and economic impact reporting.
Following several weeks of research and meetings with multiple providers, staff determined that Zartico offers the most relevant data and reporting capabilities to meet Visit Broken Arrow's current needs.
Zartico will help us better understand who is visiting Broken Arrow, where visitors are coming from, what they are doing while they are here, and how our marketing efforts influence visitation. The platform will provide valuable insights that allow us to measure the effectiveness of our tourism investments, identify visitation trends, and make more informed decisions about future marketing and destination development efforts.
At the May 12, 2026 meeting, the VBA Board approved moving forward with contract negotiations with Zartico, subject to final approval by the City Council.
The initial agreement is for a 12-month term and includes comprehensive training for Visit Broken Arrow staff. During this period, staff will compare the data and reporting provided by
Zartico with information currently received through Placer to determine whether both platforms remain necessary investments. If the software proves valuable, it is anticipated that Zartico will become a recurring annual expense and be incorporated as a standard line item within the Visit Broken Arrow budget.
Cost: $25,000
Funding Source: Visit Broken Arrow Reserve Fund Balance
Requested By: Makala Barton, Tourism Manager
Approved By: City Manager’s Office
Attachments: none
Recommendation:
recommend
Approve the service agreement with Zartico, Inc.
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