Houston Mayor John Whitmire and Houston First Corporation have introduced an ambitious master plan set to redefine the city’s downtown landscape, forging a seamless connection between the East End and the heart of the city. The visionary project aims to establish a dynamic, pedestrian-friendly convention and entertainment district unlike any other in the country.
Phase One: A Major Expansion of the George R. Brown Convention Center
The first phase of the development will feature a 700,000-square-foot expansion of the George R. Brown Convention Center (GRB), including a 100,000-square-foot pedestrian plaza providing direct access to Toyota Center. This expansion will lay the groundwork for future phases that will transform downtown’s eastern edge, integrating key venues and public spaces to create a unified urban experience.
“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.”
Backed by Senate Bill 1057, signed into law in 2023 and spearheaded by then-Senator Whitmire, the project’s funding will be derived from the state’s portion of incremental Hotel Occupancy Tax (HOT) revenue growth within a three-mile radius of the GRB over the next 30 years, amounting to nearly $2 billion. This financial model, successfully employed in Dallas and Fort Worth, ensures that local taxpayers will not bear the cost.
A New Era for Houston’s Convention Scene
Houston is uniquely positioned with three major sports venues within walking distance of its convention center, a rarity among major U.S. cities. The GRB transformation is expected to ignite new development, turning underutilized areas into a lively, walkable district that sets a new benchmark for entertainment-driven urban planning.
“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 Houston’s Largest Development Projects in 50 Years
The first phase, known as GRB Houston South, will be a cutting-edge, 700,000-square-foot convention facility designed to attract the industry’s most prominent events. The venue will feature:
- Two exhibition halls spanning 150,000 square feet
- A 50,000-square-foot multipurpose hall with doors opening to the new Central Plaza, offering flexible indoor/outdoor space
- A 25,000-square-foot atrium flex hall
- 225,000 square feet of seamlessly connected exhibit space
- Texas’ largest ballroom, spanning 60,000 to 80,000 square feet with breathtaking downtown views
- Ground-level retail and restaurant spaces
- A striking central atrium, bringing natural light to all levels
The Avenida Plaza extension will strengthen the connection between Discovery Green and the new Central Plaza, fostering a pedestrian-friendly environment for large-scale events and community activities.
Sustainable, Nature-Inspired Design
Drawing inspiration from Houston’s bayous and natural landscapes, the architectural vision incorporates warm wood accents, natural tones, and lush greenery. Sustainability will take center stage, featuring:
- Low-carbon materials
- High-efficiency building systems
- Rainwater collection and water conservation strategies
- A vast living roof with native landscaping and potential solar panel integration
These initiatives will minimize the building’s environmental impact, enhance urban resilience, and create an inclusive gathering space for Houstonians for generations to come.
Project Timeline and Development Partners
GRB Houston South is set to open in May 2028, with construction progressing in phases to ensure the convention center remains fully operational. The full-scale transformation of the district is expected to be completed by 2038.
Key project partners include:
- Hines – Development Manager
- Populous – Architect of Record
- Jacobs Advance Planning Group – Landscape Architect
- Gilbane | Flintco – Construction Manager
The Evolution of a Houston Icon
Since its opening in 1987, the George R. Brown Convention Center has been a powerhouse for economic growth and community engagement. Originally spanning 1.1 million square feet, the venue has undergone multiple expansions to meet growing demand:
- 2003: A major expansion nearly doubled its size, adding 800,000 square feet
- 2016: A transformative renovation opened the facility to Discovery Green and established Avenida Houston Plaza
With an annual lineup of 250+ events—including over 30 major conventions—the GRB has solidified Houston’s status as a top-tier convention destination. The next chapter in its evolution promises to elevate the city’s global standing, drive tourism, and create an unparalleled urban experience.
Houston’s future is taking shape, and this groundbreaking development marks the beginning of an exciting new era for the city’s downtown core.
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