Get Full Government Meeting Transcripts, Videos, & Alerts Forever!
Get email alerts on the Economic Development topic
No spam. Unsubscribe anytime.
Consultants tell McLennan County: 'If you build it, we'll fill it' — county accepts market study update for Extraco Event Center
Summary
Architects and market consultants presented findings and next steps for the Heart of Texas Fair/Extraco Event Center master plan; the court accepted the consultants' report for the record and scheduled further planning workshops.
Consultants advising McLennan County on the Heart of Texas Fair and Extraco Event Center presented an interim market update on Feb. 4 and the Commissioner's Court accepted the report for the record while scheduling follow-up planning.
Bill Born, an architect with Populous who has worked on the county venue since 2015, and representatives from Hunden Partners reviewed a market study kickoff and two‑day stakeholder workshop conducted in October–December. The consultants said the base facility has proven successful for livestock and equestrian events and that market research suggests demand for additional multiuse facilities, improved parking and customer‑service amenities that would increase year‑round use.
Hunden representatives told the court they interviewed more than 50 stakeholders and are testing options including reconfiguring existing buildings, adding a mid‑sized multiuse arena to allow concurrent events, improving wayfinding and parking, and exploring hotels, retail and public‑private partnerships to capture more event-related spending. The consultants also recommended careful planning for trailer/horse parking so equine events remain viable and for multiuse design (concrete floors, flexible seating, meeting spaces) to support a broader calendar of events.
County venue staff described the project as long-term planning tied to demand and venue tax revenues; Populous and Hunden said they will deliver a draft market report to county staff on Feb. 11 and propose a March planning workshop. The court then accepted the consultants’ update “for recording purposes” and approved continuing the study and scheduling the March workshop.
Why it matters: County leaders said the venue has reached a level of utilization — with the new base 85% booked in 2023 and strong bookings into 2027 — that justifies studying targeted expansion and capital improvements to increase economic impact. Court members and consultants discussed parking strategy, possible vertical parking or public‑private partnerships, and how to coordinate with the city on nearby Lions Park and other adjacent properties.
