The multiphase plan will be one of the largest development projects in Houston in nearly 50 years, according to a news release by public relations firm Dancie Perugini Ware.
The first phase of the development, dubbed as GRB Houston South, will include a 700,000-square-foot expansion of the George R. Brown Convention Center. According to the release, the new building is intended to feature additions such as:
- Two exhibition halls
- A multipurpose hall
- An atrium flex hall
- The largest ballroom in Texas
- Dedicated ground-level spaces for retail and restaurants
- A central atrium with natural light
“This project is truly transformative for downtown Houston, a lasting legacy that will solidify our position as a top-tier convention and entertainment destination,” Mayor John Whitmire said in the release. “Most importantly, we are creating a space that will build community, foster connection and shape the future of Houston.”
The first phase of the project is intended to serve as a connection point to future phases of the development plan that will "redefine downtown's eastern edge" and link the area's major facilities and amenities with new public spaces, according to the release. The estimated cost for the first phase of the development is up to $1 billion.
The remaining phases of the project will include renovating the existing GRB building and creating a pedestrian promenade that will directly connect the future East Downtown, or EaDo, cap park project over Hwy. 69 with Discovery Green. According to the EaDo Houston website, the 30-acre cap park will span the depressed I-45 and Hwy. 69 main lanes between Downtown and EaDo and create green spaces above the highway that could include pedestrian-friendly sidewalks, retail and entertainment or hike-and-bike trails.
Specifics for the other phases of the Convention District Transformation Project have not yet been shared.
Funding the project
The approximately $2 billion overall project is expected to be paid through the state's portion of incremental hotel occupancy tax revenue growth. The funding mechanism is the result of Senate Bill 1057 from the 88th Texas Legislature, which authorizes local government to collect a portion of hotel occupancy taxes in excess of the amount collected in the previous year for up to 30 years, according to the release.
Although funds for the project are being used from HOT revenue collected in 2023, the Houston First Corporation also had a record-setting year in 2024. The marketing organization collected roughly $112 million in HOT revenue—a 7% increase over 2023—and welcomed over 54 million visitors.
Houston First CEO and President Michael Heckman said the transformation of GRB will serve as a catalyst for new development and set the bar for entertainment-centered development around North America.
"It is imperative for us to stay competitive and meet the needs of our meetings and convention customers,” he said in the release. “This project will not only accomplish that but will establish a gathering space that will be the epicenter for entertainment, sports and citywide events, accentuating our ability to capitalize on Houston's unique offerings.”
The timeline
The first phase of the project is anticipated to begin this year, with a scheduled opening date in May 2028. According to the release, future construction will be managed in phases to ensure the convention center remains operational throughout the process with no interruptions to shows or events.
The full campus transformation is anticipated to be complete by 2038.
