Frost Bank Invests $5,000 in the Future of Tourism in Comfort
Comfort, Texas — July 21, 2026 — Visit Comfort TX (VCTX) is pleased to announce a $5,000 sponsorship gift from Frost Bank to support tourism infrastructure and long-term economic development efforts in Comfort, Texas.
The sponsorship will help fund essential destination marketing and infrastructure tools which provide location analytics and visitor insights. These tools will help Visit Comfort TX better understand visitor patterns, measure the impact of tourism initiatives, and make data-informed decisions that support local businesses, events, lodging partners, restaurants, shops, galleries, and attractions.
“We are grateful to Frost Bank for recognizing the value of investing in Comfort’s tourism future,” said Missy Ivankovich, VCTX Board President. “This gift gives us access to tools that will help us better understand who is visiting Comfort, where they are coming from, and how we can strengthen our town’s appeal while supporting the local businesses that make Comfort such a special destination.”
Frost Bank Market President Kevin Thompson served as the primary contact for the sponsorship and helped move the opportunity forward.
“Frost Bank has a long history of supporting the communities it serves,” said Kevin Thompson. “Their investment in Visit Comfort is also an investment in the small businesses, property owners, artists, makers, restaurateurs, and hospitality partners who contribute to the character and vitality of Comfort.”
The funding comes at an important time as Comfort continues to build its identity as a destination rooted in history, arts, culture, wine country, hospitality, and the independent spirit of the Texas Hill Country. With stronger data and planning tools, Visit Comfort TX will be better positioned to attract thoughtful tourism, support local commerce, and plan for sustainable growth.
About Visit Comfort TXVisit Comfort TX promotes Comfort, Texas, as a Hill Country destination for visitors seeking history, art, wine, food, shopping, lodging, live music, and authentic small-town experiences. Through marketing, partnerships, events, and tourism development efforts, Visit Comfort TX works to strengthen the local visitor economy while preserving the character that makes Comfort unique.
About Frost BankFrost is the banking, investments and insurance subsidiary of Cullen/Frost Bankers, Inc. (NYSE: CFR), a financial holding company with $53 billion in assets as of Dec. 31, 2025. One of the 50 largest U.S. banks by asset size, Frost provides a full range of banking, investments and insurance services to businesses and individuals in the Austin, Corpus Christi, Dallas, Fort Worth, Houston, Permian Basin, Rio Grande Valley and San Antonio regions. Founded in 1868, Frost has helped Texans with their financial needs during three centuries. For more information, visit www.frostbank.com.
Media Contact:
Shari Reynolds, Director Marketing Communications
(469) 224-0483
shari@visitcomforttx.com
VisitComfortTX.com
