Houston is getting a serious glow-up! With a vision as bold as the city’s skyline, Mayor John Whitmire and Houston First Corporation have unveiled an ambitious master plan to transform East Downtown into a world-class convention and entertainment district. This game-changing project will reconnect Houston’s East End with downtown, creating an electrifying, pedestrian-friendly hub that solidifies the Bayou City’s reputation as a top-tier destination for business, entertainment, and innovation.

Phase One: Houston’s Next Iconic Destination

The heart of this transformation? A 700,000-square-foot expansion of the George R. Brown Convention Center (GRB), featuring a stunning 100,000-square-foot pedestrian plaza that directly links the GRB with Toyota Center. The vision is clear—Houston is not just thinking big; it’s redefining the future of urban spaces.

"This project is truly transformative for downtown Houston," said Mayor Whitmire. "It’s not just about growth—it’s about creating a space that builds community, fosters connection, and shapes the future of Houston."

A $2 Billion Investment in Houston’s Future—Without Taxpayer Burden

Thanks to Senate Bill 1057, a funding mechanism crafted by then-Senator Whitmire and signed into law in 2023, this monumental project will be fueled by incremental Hotel Occupancy Tax (HOT) revenue growth from within a three-mile radius of the GRB. This innovative funding strategy ensures that local taxpayers won’t foot the bill—a win-win that keeps Houston competitive in the national convention and tourism industry.

Houston isn’t just keeping up with cities like Dallas and Fort Worth—it’s setting the bar sky-high.

More Than Just a Convention Center—A Cultural and Economic Catalyst

Houston is already home to an unmatched cluster of sports and entertainment venues, with Toyota Center, Minute Maid Park, and Shell Energy Stadium within a few blocks of the GRB. This expansion will further ignite economic growth, turning underutilized spaces into a bustling, walkable district—a model for cities across North America.

Houston First President & CEO Michael Heckman calls this a once-in-a-generation opportunity:
"This project will establish a gathering space at the epicenter of Houston’s entertainment, sports, and citywide events. It’s a game-changer."

 Houston First's Rendering Downtown Houston

 

Inside GRB Houston South: A Cutting-Edge Convention Space

Set to open in May 2028, the GRB Houston South expansion will be one of the most innovative convention centers in North America, boasting:

150,000 square feet of exhibition space across two halls

A multipurpose 50,000-square-foot hall with indoor-outdoor flexibility

The largest ballroom in Texas (60,000-80,000 square feet) with breathtaking panoramic views of downtown

A vibrant retail and restaurant space at ground level

An airy, light-filled atrium bringing the outdoors inside

Sustainability features, including a living roof, solar integration, and rainwater collection systems

Houston’s bayous and prairies inspire the organic, modern design, ensuring that the city’s natural beauty plays a central role in this state-of-the-art landmark.

Sustainability Meets Innovation

Houston’s commitment to sustainability and resilience is woven into every aspect of the project. The GRB Houston South expansion will feature low-carbon materials, high-efficiency systems, and eco-friendly landscaping—all designed to reduce environmental impact while enhancing the city’s green footprint.

A Legacy of Growth and Progress

Since opening in 1987, the George R. Brown Convention Center has been a pillar of economic prosperity, welcoming millions of visitors annually. Over the years, Houston has continued to innovate, with major expansions in 2003 and 2016, creating a thriving convention hub that attracts top-tier events, conferences, and global business leaders.

This next evolution isn’t just about keeping Houston competitive—it’s about leading the charge.

A Bold Future for Houston

Houston is a city that doesn’t just dream big—it delivers. With this transformative project, Mayor Whitmire and Houston First are cementing Houston’s place as a premier global destination.

Houston Style Magazine readers, by 2038, the full Downtown Convention District Transformation Project will be complete, ushering in a new era of economic vitality, community engagement, and world-class entertainment.

So, Houston—get ready. The future is here, and it looks spectacular.