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Baylor outlines year-two programming at Foster Pavilion, previews Post Malone and Jelly Roll stadium show
Summary
Baylor University told the Waco City Council it met early contract targets for Foster Pavilion programming and previewed major 2026 events, including Post Malone and Jelly Roll at McLean Stadium; staff and council discussed booking constraints, alcohol policies and use of 25 community event days the city reserved under the agreement.
Jason Cook, vice president of marketing and communications for Baylor University, told the Waco City Council on Feb. 17 that Baylor is meeting obligations under its Foster Pavilion agreement with the city and is expanding live entertainment in downtown Waco.
Cook said the agreement has three main buckets: professional ticketed events, university events and community events. "The Foster Pavilion contract ... has 3 main buckets," he said, and Baylor is on track to meet the obligation for 10 professional ticketed events during the initial 730‑day period and to host 10 university events annually while preserving 25 city days per year for community programming.
The presentation recapped 2025 activity—headliners and family shows that drew regional audiences—and highlighted McLean Stadium’s large draw for one event that brought roughly 37,000 attendees. Cook said the stadium and pavilion programming help fill local hotels and support downtown businesses: "It was really fabulous in terms of bringing in not only regional crowd, but also people from across the state of Texas." He noted the concerts attracted nonlocal spend and visitation from multiple states.
Cook also previewed high-profile 2026 dates. He described the May McLean Stadium show featuring Post Malone and Jelly Roll as a major regional draw and said organizers expect substantial out-of-market demand. On ancillary operations and revenue, Cook confirmed Baylor will serve beer and wine at large community-type events and at the McLean Stadium concert; whether alcohol is offered at Foster Pavilion events will remain artist-dependent.
Council members pressed Baylor on the practical constraints of booking major touring artists, including routing, blackout radii and scheduling around Baylor athletic home dates. Cook said artist guarantees and tour routing make planning a puzzle: "The artist will have a 90 mile radius," he said, noting the university often navigates blackouts and routing that can exclude Fort Worth, Austin or other nearby markets.
Baylor and council members discussed the challenge of keeping ticket prices accessible while covering rising production costs; Cook described the live-music market as expensive post-pandemic, with artists and promoters seeking substantial guarantees.
The discussion concluded with council praise for downtown activation and the economic benefits of events; no formal action was taken at the work session. The university will continue to coordinate dates and community uses with city staff.
