Custom market research and economic projections that guide you to success

Highland Market Research is an established North Texas-based consultancy specializing in tailored economic and market analysis used by business, real estate, association and event CEOs and leaders to guide decisions impacting corporate positioning, marketing strategy, and revenue generation.

The firm’s unique positioning in specialized analysis and strategic planning for participants partnering with the Texas Event Trust Fund and the Texas Major Event Reimbursement Program have led to remarkable results in event reimbursement, benefiting private/public partnerships and creating successful events.

“We had the opportunity to work with Highland Market Research to generate a new economic impact study surrounding our annual event, the Goodyear Cotton Bowl Classic. The entire process was well-organized and thorough with great communication throughout. We were extremely pleased with the results and would recommend Highland for a project of this magnitude to anyone.”

MICHAEL KONRADI | Chief Marketing Officer | Goodyear Cotton Bowl Classic

Angie Highland

Angie Highland, President and CEO of Highland Market Research, has an extensive background in economic impact analysis and market research, with a subspecialty in the Texas Event Trust Fund and the Texas Major Event Reimbursement Program.

Angie was on the staff of the City of Fort Worth for ten years prior to joining Grotta Marketing Research, LLC as Partner and Chief Operating Officer in 2014, where she worked closely with Dr. Gerald Grotta. In 2016, upon the retirement of Dr. Grotta, she opened her own market research firm specializing in economic impact analysis and market research.

Angie was named a Hatton W. Sumners Scholar and has her master’s degree in public administration from the University of North Texas. In 2014, she was selected as one of the Top 40 under 40 in Fort Worth by the Fort Worth Business Press.

Texas Event Trust Fund and the Texas Major Event Reimbursement Program

The State of Texas, through the Governor’s Office, partners with and reimburses municipalities and event producers for certain expenses related to significant and documented economic impact resulting from major events. 

Highland Market Research has:

  • Assisted over 50 unique event trust fund clients

  • Participated in the development of over 130 event trust fund applications

  • Generated a portfolio valued at more than $150 million in approved event trust funds for firm clients

“Angie Highland and Highland Marketing has been a part of our team the past few years with our event, the National Finals of Team Roping held at the Will Rogers Memorial Center.  It is such a pleasure working with her, she is precise and diligent in the information she researches and provides for us. I recommend Angie and Highland Market Research without reservation.”

ROBERT P. DETWEILER | Director, Events Project Management | Equine Network, LLC

Highland Market Research Clients

  • Visit Fort Worth

  • Arts Goggle 

  • National Reined Cow Horse Association

  • United States Team Penning Association

  • Real Estate Council of Greater Fort Worth

  • Volunteers of America LPGA Tournament

  • Working Ranch Cowboys Association

  • Will Rogers Memorial Center

  • Appaloosa Horse Club of America

  • National Finals Rodeo

  • The City of Fort Worth, Texas

  • The City of Amarillo, Texas

  • The City of Arlington, Texas

  • Bell County, Texas

  • The Colony, Texas

  • Dickies Arena, Fort Worth, Texas

  • American Quarter Horse Association

  • National Cutting Horse Association

  • NASCAR

  • Goodyear Cotton Bowl Classic

  • Major League Baseball World Series

  • National Football League Super Bowl

  • Professional Bull Riders World Championship

  • Bassmaster Classic

  • Fort Worth Stock Show & Rodeo

  • Fort Worth Botanic Gardens

  • Bernheim Arboretum & Research Forest

  • Ducks Unlimited

  • Charles Schwab Invitational, PGA Tournament