Marketing & Communications
Executive Update, May 2018

Margarita Mile

On May 15, 2018 VisitDallas staked the claim – Dallas is the Official Home of the Frozen Margarita! – with the launch of the Margarita Mile, a collection of the city's best and most brazen margaritas, conveniently collected in a colorful app. It's not a one-and-done experience; the Margarita Mile will keep visitors coming back time and again to discover the diverse flavors of Dallas. Think of it as the ultimate margarita bucket list.

Dallas' history with America's most famous frozen concoction is as storied as it is salty. In 1971, a clever restaurateur, Mariano Martinez, invented the frozen margarita machine – and since then the way Dallas drinks has never been the same. That first machine now sits in the Smithsonian National Museum of American History.

From the original – Mariano's in North Dallas – to Beto & Son in West Dallas, to Smoky Rose in East Dallas, there are 17 stops on the Margarita Mile to leave visitors satisfied. The free Margarita Mile app is available on the Apple Store and Google Play. Visit for more details.


Notable coverage


PR By the Numbers

Impressions - May 2018                            

  • Print: 8,200,807    
  • Broadcast: 2,208,476
  • Online: 440,457,651
  • Monthly Totals: 450,866,935

PR Values - May 2018                                

  • Print: $425,840.08  
  • Broadcast: $140,047.46 
  • Online: $96,232.01   
  • Monthly Totals: $662,119.55