Mayor John Whitmire and Houston First Corporation Unveil Master Plan to Transform the Core of East Downtown

Phase I to include dramatic convention center expansion with new plaza

HOUSTON, March 6, 2025 /PRNewswire/ -- Mayor John Whitmire and Houston First Corporation today unveiled a transformational master plan to reconnect the city's East End with downtown, creating a vibrant, walkable convention and entertainment district unlike anyplace else in the nation.

Phase one incorporates a 700,000-square-foot expansion of the George R. Brown Convention Center (GRB) that will provide access to Toyota Center via a new 100,000-square-foot pedestrian plaza. This development will serve as a connection point to future phases of the plan that will redefine downtown's eastern edge, linking the area's major facilities and amenities with new public spaces.

"This project is truly transformative for downtown Houston, a lasting legacy that will solidify our position as a top-tier convention and entertainment destination," said Mayor John Whitmire. "Most importantly, we are creating a space that will build community, foster connection, and shape the future of Houston."

As authorized by Senate Bill 1057, signed into law in 2023 and authored by then-Senator Whitmire, the project will be funded by the state's portion of incremental Hotel Occupancy Tax (HOT) revenue growth within a three-mile radius of the GRB for 30 years, estimated to total nearly $2 billion. This funding mechanism, similar to those benefiting current convention center improvements in Dallas and Fort Worth, ensures no burden on local taxpayers.

Building for the Future
No other city is primed with three major sports venues within a several-block radius of its convention center. The transformation of the GRB will serve as a catalyst for new development, turning underused blocks into a thriving, walkable district, and setting the bar for entertainment-centered development around North America.

"It is imperative for us to stay competitive and meet the needs of our meetings and convention customers," said Michael Heckman, President and CEO of Houston First. "This project will not only accomplish that but will establish a gathering space that will be the epicenter for entertainment, sports, and city-wide events, accentuating our ability to capitalize on Houston's unique offerings."

One of the Largest Development Projects in Houston in 50 Years
The first phase of development, GRB Houston South, will be a state-of-the-art, 700,000-square-foot building, designed to attract the leading events in the industry as the most sellable and innovative convention facility in North America. It will feature: 

• Two exhibition halls, totaling 150,000 square feet
• A 50,000-square-foot multipurpose hall with doors that open to the new Central Plaza, offering unique flexible indoor/outdoor space
• Atrium flex hall totaling 25,000 square feet
• 225,000 square feet of contiguous exhibit space
• The largest ballroom in Texas, a 60,000-80,000-square-foot space boasting panoramic views of downtown
• Dedicated ground-level spaces for retail and restaurants
• A striking central atrium providing each level with natural light

A southward extension of the Avenida Plaza will connect Discovery Green to the new Central Plaza, anchoring multiple blocks of pedestrian-focused streetscape to support large-scale events and community activations.

Design elements are inspired by Houston's bayous and native prairie landscape, featuring natural tones, warm wood accents and vegetation throughout. The building incorporates low-carbon materials, high-efficiency building systems with rainwater collection and water-reduction strategies, and native landscaping in a new expansive living roof, with potential solar integration. These efforts will reduce the building's environmental footprint, enhance the city's resilience and create an inclusive gathering space for generations of Houstonians.

Project Timeline
GRB Houston South is scheduled to open in May 2028. Future construction will be managed in phases to ensure the GRB remains operational throughout the process, with no interruption to scheduled shows or events. The full campus transformation is anticipated to be complete by 2038.

In addition to Houston First, the project team includes Hines as development manager, Populous as architect of record, Jacobs Advance Planning Group as landscape architect and Gilbane | Flintco as construction manager.

Beginning of a New Era
When the GRB opened in 1987, it was one of the largest centers of its kind in the country, with more than 1.1 million square feet of space. Since then, the city has embarked on multiple expansions to meet the demand for larger, more advanced facilities. The first was in 2003, when the convention center nearly doubled in size, adding 800,000 square feet; and then again in 2016 with a major renovation that opened the building to Discovery Green and created the Avenida Houston Plaza. These improvements, along with the addition of restaurants and hotels, established Houston as a top convention destination. For nearly 40 years the GRB has been a pillar of economic growth and community engagement, generating millions of dollars annually in tourism revenue. The facility currently hosts more than 250 events and meetings annually, including more than 30 major conventions.

"This is a generational opportunity for Houston and will ensure that we remain a tier-one convention city for decades to come," Heckman said.

About Houston First Corporation
Houston First Corporation (HFC) is a local government corporation and the destination marketing organization for the country's fourth largest city. In addition to serving as operator for the George R. Brown Convention Center and some of Houston's most prominent art, entertainment, and event venues, HFC is focused on promoting the city's vibrancy and rich tapestry of culture. By harnessing the city's collective energy, ambition, and creativity, including its diverse culinary scene, world-renowned performing arts, medical and space innovation, and elite filming locations, HFC is solidifying Houston as a premier national and global destination. For the latest news and info regarding HFC, visit www.houstonfirst.com.

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SOURCE Houston First Corporation