It’s time for Mary Kay’s annual seminar – and more than 27,000 attendees are headed to Dallas, Texas this week. The event, which features five back-to-back conferences, runs from July 16 through Aug. 1st.

According to the Dallas Convention and Visitors Bureau, Mary Kay Seminar will pump more than $30 million into the local economy and contribute to 2,200 jobs in the Dallas area this year – and it’s one of the largest events in North Texas based on attendance, economic impact and hotel room nights.

Laura Beitler, Mary Kay Vice President of Recognition and Events, commented, “Coming off the heels of three record-breaking years in sales growth to become a $4 billion company, the seminar is an exciting time for Mary Kay and remains one of our most important company events with both new and long-time independent sales force members. Women of all ages and backgrounds continue to enjoy the freedom and flexibility of a Mary Kay business with more than 200,000 new Mary Kay independent businesses started in the U.S. this year.”

While the convention is traditionally known for recognizing and motivating Mary Kay’s Independent Beauty Consultants, it also serves as an opportunity for the global cosmetic giant’s independent sales force to give back to communities nationwide. The team participates in various programs to give back, including assembling care kits at the convention center for domestic violence shelters across the country, as well as donating professional clothing for women in need.