Lights, camera: City weighs $6 million bet to become a film destination

In an ambitious move to make the entire area a destination for film, the city is considering a proposal to put its marketing dollars to work in a new way, drawing in cameras, crews and the tourists that the plan envisions will follow. During its June 23, 2026, meeting, a presentation containing a proposal to make that happen was made to the Branson Board of Aldermen (Board) by Heather Hermen, Senior Vice President, Branson/Lakes Area Chamber of Commerce & CVB.

The plan proposes a two-million-dollar annual commitment for three years, with the funds divided equally between the Tourism Community Enhancement District (TCED) and the City of Branson. All told, you are looking at six million dollars in investment over the life of the contract. Herman said they have already made a presentation to the TCED and that they have agreed to the investment. The presentation was merely a report to the board of aldermen, and there was no formal action for them to take except to accept the report. Branson Mayor Larry Milton said, “Thank you, Heather, for bringing this to us for our consideration.” 

Hermen’s pitch relies on set jetting, a travel trend that industry studies show accounts for about two-thirds of vacation bookings made by people who have seen a location in a movie or on TV. “Film tourism drives up online searches and foot traffic,” she said. And when a production comes to town, they hire local contractors and put money in the pockets of neighborhood stores and restaurants.

The yearly budget consists of three parts. A sum of $750,000 is allocated to an exclusive arrangement with Great American Media to ensure we get at least two movies a year in the city, for a total of six. Another $750,000 is for luring in reality or scripted shows with incentives and recruiting them away from the competition. Then there is $500,000 for digital and television advertising to put the city in front of people.

The proposal includes a plan to launch a digital app for a film trail, allowing tourists to check in at sites and win prizes. It is a data-driven approach. With specialized tracking tools, officials can monitor how many viewers book a trip after seeing the promotions and have hard numbers to prove the campaign is worth the expense. Alderman Alex Williams was very much in favor of the plan, noting the solid return on investment for taxpayers. Ruth Denham lauded the marketing team for making the city look good and for giving locals the chance to be background extras in upcoming films.

But for all the enthusiasm, the proposal was not without its scrutiny. There were some pointed questions. Alderwoman Ashley Harkness, for one, noted that the first film was yet to be released and asked whether there was hard data to support such a large investment. A resident said his unease with the proposal stems from the prospect of the city being tied hand and foot to a multi-million-dollar contract for three years “on a whim.”

Hermen said that the budget is under daily scrutiny and the agreement gets an annual review. Should the city not use its full million-dollar contribution in any given year, she said the balance would remain with the city and would not go to the marketing team.

City Administrator Kathy Stepp had made her logistical case for the city’s protection. She spoke of the need for ironclad contractual language so movie companies have accountability if they don’t deliver. And she cautioned against what she called Hatfield and McCoy turf wars over who gets more screen time, the county or the city limits. Hermen offered a way to draw a line in the sand: let the tourism district’s money go to the media deal and the city’s million to advertising and new projects. As for screen time, she told the board that their regional partners have put the stopwatch away; open communication has led to a more collaborative spirit.

The discussion also turned to the state’s role in the film industry. Missouri’s $16 million tax credit is something. Still, it is no match for the 300 million Texas puts out each year or Georgia’s uncapped offering. State Rep. Brian Sites, a proponent of film incentives, said he would make it a legislative priority to see if he could wrangle more state funding for us.