The Credit Union of Texas Event Center in Allen will see upgrades to food, beverage and hospitality services in 2027.
Allen City Council approved contracts with RS3 Strategic Hospitality and Ambassador Services, LLC, to increase the capacity and quality of the CUTX Event Center at a Sept. 8 meeting. As a result of the city’s contract with RS3 Strategic Hospitality, the facility will see $1 million in capital improvements.
A closer look
Over the past few years, the CUTX Event Center has hosted larger, multi-day events and Allen Community Development Corp. staff are looking for ways to increase the “quality and capacity” in the facility, ACDC Executive Director Jason Cooley said.
“We know that there are some opportunities that we are missing out on currently with the current structure that we have,” he said.
RS3 Strategic Hospitality operates over 30 event venues in the Dallas-Fort Worth area, Cooley said. The company will provide all food and drinks sold at the facility, including a new “whiskey-forward premium lounge,” city documents state.
RS3 Strategic Hospitality’s contract will earn them 4% of gross revenue plus 5% of net profit after expenses for an initial three-year term. The city will have the option to renew the contract for two one-year terms.
Based on financial projections from Cooley’s presentation, RS3 Strategic Hospitality will earn $533,000 in revenue and $137,000 in profit sharing over a three-year period for a total of $670,000.
The company has also agreed to invest $1 million into improving the facility, Cooley said.
“We expect to be able to have an elevated level of service at the premium level,” he said. “We think being able to do that will attract an additional level of business that we’re missing out on and have that repeat customer base that we’re really looking for.”
Diving deeper
City officials also greenlit a $510,000 contract with Ambassador Services, LLC for housekeeping services at the venue.
As the venue prepares for League of Legends World Championship, which will use the facility for 22 consecutive days, and Disney on Ice, which will feature multiple events in a single day, Cooley said the event center needed to expand its services.
The contract amount of $510,000 is fully funded in the fiscal year 2026-27 budget, Cooley said. City officials don’t expect to use the full $510,000, as they can be reimbursed from the Event Trust Fund for multi-day events, according to Cooley’s presentation.
Looking ahead
Here’s a look at upcoming events at the CUTX Event Center:
For more details and event tickets, visit the event center’s website.
