Houston’s East End Begins a Bold New Era with Mayor John Whitmire’s Visionary Downtown Expansion Plan

Mayor John Whitmire, in collaboration with Houston First Corporation, has unveiled a visionary master plan to revitalize Houston’s East End, seamlessly reconnecting it with downtown. This ambitious initiative will create a dynamic, walkable convention and entertainment district, setting a new national benchmark for urban transformation.

The first phase of the project includes a 700,000-square-foot expansion of the George R. Brown Convention Center (GRB), featuring a 100,000-square-foot pedestrian plaza that will provide direct access to the Toyota Center. This development will act as a key connector, paving the way for future phases that will redefine downtown’s eastern edge by integrating major venues, public spaces, and new amenities into a cohesive, accessible urban hub.

“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.”

Authorized by Senate Bill 1057, enacted in 2023 and championed by then-Senator Whitmire, this initiative will be financed through the state’s share of incremental Hotel Occupancy Tax (HOT) revenue growth within a three-mile radius of the George R. Brown Convention Center (GRB) over the next 30 years—an estimated total of nearly $2 billion. This funding model, similar to those supporting convention center enhancements in Dallas and Fort Worth, ensures no financial burden on local taxpayers.

A Vision for the Future

Houston stands apart as the only city with three major sports venues located within a few blocks of its convention center. The reimagining of the GRB will act as a catalyst for transformative development, repurposing underutilized spaces into a dynamic, pedestrian-friendly district. This project will set a new benchmark for entertainment-driven urban development across 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.”

Houston’s Most Ambitious Development in 50 Years

The first phase of this landmark project, GRB Houston South, will introduce a cutting-edge, 700,000-square-foot facility designed to position Houston as the premier convention destination in North America. Engineered to attract top-tier industry events, the state-of-the-art venue will feature:

Two exhibition halls spanning 150,000 square feet
A 50,000-square-foot multipurpose hall seamlessly connecting to the new Central Plaza for a flexible indoor/outdoor experience
A 25,000-square-foot atrium flex hall
225,000 square feet of contiguous exhibit space
Texas’ largest ballroom, an expansive 60,000-80,000-square-foot venue with breathtaking downtown views
Retail and dining spaces at ground level to enhance the visitor experience
A striking central atrium, infusing natural light into every level
A pedestrian-friendly streetscape, extending Avenida Plaza southward to seamlessly link Discovery Green with the new Central Plaza

Innovative Design with Sustainability at Its Core

Inspired by Houston’s bayous and native prairie landscapes, GRB Houston South will blend natural tones, warm wood finishes, and lush vegetation to create an inviting, modern atmosphere. Sustainability is at the forefront, with:

Low-carbon materials reducing environmental impact
High-efficiency building systems, including rainwater collection and water-reduction measures
Native landscaping and an expansive living roof, with potential for solar energy integration

These features will not only enhance Houston’s resilience but also create an inclusive, environmentally conscious gathering space for future generations.

Project Timeline

GRB Houston South is set to open in May 2028, with phased construction ensuring uninterrupted operations at the convention center. The full campus transformation is expected to be completed by 2038.

The project is being spearheaded by Houston First, with a world-class team that includes:

Hines – Development Manager
Populous – Architect of Record
Jacobs Advance Planning Group – Landscape Architect
Gilbane | Flintco – Construction Manager

A New Chapter for the George R. Brown Convention Center

Since its debut in 1987, the George R. Brown Convention Center (GRB) has been a cornerstone of Houston’s economic growth and tourism industry, consistently expanding to meet evolving demands. Notable milestones include:

2003 Expansion: Nearly doubling in size with an 800,000-square-foot addition
2016 Renovation: Enhancing connectivity to Discovery Green and unveiling the vibrant Avenida Houston Plaza
Present Day: Hosting 250+ events annually, including 30+ major conventions, generating millions in tourism revenue

With GRB Houston South, Houston is not just expanding a convention center—it’s redefining the future of urban development, sustainability, and world-class hospitality.

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

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