From hockey games and concerts to graduations, conventions and international esports competitions, Allen’s Credit Union of Texas Event Center hosts a wide range of events, attracting both local audiences and visitors who might not otherwise have a reason to travel to Allen.

“I tend to think that having diverse events is healthy for venues such as ours,” said Bill Herman, general manager of the CUTX Event Center. “We're primarily known as a hockey venue; the Allen Americans have been here since day one, back when the building opened in 2009, and they're an important part of what we do, but we do a lot of other event types beyond just hockey.”

Events range from smaller gatherings to crowds of about 7,000 people and Herman said the arena has welcomed more than 500,000 visitors in each of the past two years, not including visitors to the Allen Community Ice Rink, which is also part of the venue.

How do event attendees impact Allen’s economy?

The CUTX Event Center’s economic impact extends beyond ticket sales. Visitors often turn an event into a full-day or weekend experience, staying at local hotels, eating at restaurants and shopping nearby.

Packed arena at OpTic Texas Major II esports tournament with stage, spotlights and large crowd.

Graduations are one example. The CUTX Event Center currently hosts 11 graduation ceremonies, bringing families from neighboring communities such as McKinney, Lovejoy and Wylie. The nearby Courtyard by Marriott routinely sells out during graduation periods, while visitors also spend time at places such as The Village at Allen, Watters Creek Village and the Allen Premium Outlets.

Major entertainment events can have an even broader reach. Two sold-out Stars on Ice performances in May drew more than 11,000 people, with ticketing data showing roughly half of buyers came from outside the DFW area.

“Stars on Ice featured the Olympic figure skaters who won gold in Italy in February,” Herman said. “We were only planning on having one show, and it quickly turned into two sold-out shows with over 11,000 people in total in attendance.”

Figure skater in a black costume strikes a pose with arm raised as spectators applaud behind the rink boards.

Upcoming international events are expected to have an even larger impact. The venue will host the first three stages of the League of Legends World Championship across 14 event days, with the production expected to occupy the building for about 30 days. Herman said ticket sales have been brisk since the event went on sale in July, and total attendance is expected to exceed 50,000 over the 3-week duration.

How does the CUTX Event Center work with Visit Allen, Texas?

Brandy O’Keefe, director of Visit Allen, Texas, said the organization works closely with the Event Center to encourage visitors to explore Allen while they are in town.

Visit Allen, Texas promotes local restaurants, attractions and shopping through its website, social media and advertising, and it has a placement on the CUTX Event Center’s website. The organization also works directly with hotels so front-desk staff and concierge teams can recommend local businesses.

“We want to make sure people spend as much money locally as they possibly can,” O’Keefe said.

This is because the sales tax on local spending helps support the city’s general fund as well as local economic development and community development efforts, while hotel stays contribute to the hotel occupancy tax that funds Visit Allen, Texas.

One way Visit Allen, Texas encourages local spending is through its Show Your Badge Program, which includes more than 50 local businesses. Visitors attending conferences can show their badges to receive discounts, complimentary appetizers or other offers.

Esports players celebrate winning Call of Duty League 2024 Championship before a large arena crowd.

Why do major events choose Allen?

The CUTX Event Center’s quality and Allen’s proximity to Dallas both play a role. O’Keefe said organizers can access the larger DFW metro without taking on the same costs often associated with larger venues.

The event center is able to offer incentives largely because of the state of Texas Event Trust Funds Program, which can help offset eligible event costs when organizers demonstrate the potential economic impact of bringing an event to Texas.

“The Texas Event Trust Funds [Program] is a tool for municipalities and venues to attract events that might be in competition with other markets around the U.S. to come to the state of Texas,” Herman said. “There are a lot of costs that are involved with putting on events, from staffing to possible capital improvements. It all has to be justified.”

Several steps go into receiving funds from the state.

“We apply to the state well in advance of the event, and through formulas having to do with expected attendance and anticipating how many people are going to be coming in from out of state, we get approved for a maximum potential amount in reimbursements that we receive from the state,” Herman said. “Then when the event happens, we tally up all of the expenses that went into the event and send that data to the state before being approved to receive reimbursable funds. It’s been a tremendous tool for us.”

Boxer in blue "Guns & Hoses" gear throws a jab at an opponent in red who blocks with gloves up in the ring.

That fund has helped Allen secure events such as the League of Legends World Championship and the United Athletic Conference basketball championships, which are being hosted at the CUTX Event Center from 2027-29.

“The United Athletic Conference is a new conference of several different schools [from around the country] that have come together for their championships, and they chose Allen as their first location for the men's and women's basketball championships,” O’Keefe said.

The conference is supporting local businesses by joining the Chamber and inviting businesses to the tip-off and announcement ceremony. Additionally, the championship will be nationally televised, so local event sponsors have a chance to be seen around the country.

“To get that exposure and recognition is fantastic, and we wouldn't be here if it hadn't been for the CUTX Event Center,” O’Keefe said.

Credit Union of Texas Event Center at dusk, featuring a curved glass entrance and red-lit stone facade.

Whether hosting an event of this size or a local graduation ceremony, the CUTX Event Center is making a huge impact on Allen’s economy.

Those interested in learning more about upcoming events or local businesses can find resources here:

Disney on Ice cast poses with Mickey, Minnie, Goofy and Donald as skaters hold glowing light-up batons on blue ice.

Frequently asked questions

What is the Credit Union of Texas Event Center?

The Credit Union of Texas Event Center in Allen is a multi-use arena hosting events ranging from smaller gatherings to crowds of about 7,000. Home to the Allen Americans Hockey club since 2009, the venue also hosts concerts, graduations, conventions and esports competitions. It has welcomed more than 500,000 visitors in each of the past two years, not including guests of the Allen Community Ice Rink.

What major events are coming to the CUTX Event Center?

The venue will host the first three stages of the League of Legends World Championship across 14 event days, with production expected to occupy the building for roughly 30 days. The CUTX Event Center has also been selected to host the United Athletic Conference men's and women's basketball championships from 2027-29.

How do events at the CUTX Event Center benefit Allen's local economy?

Visitors frequently turn events into full-day or weekend trips, spending money at local hotels, restaurants and retailers. Two sold-out Stars on Ice performances in May drew more than 11,000 attendees, with roughly half coming from outside the DFW area. Eleven graduation ceremonies annually bring families from McKinney, Lovejoy, Wylie and other neighboring communities, routinely selling out the nearby Courtyard by Marriott.

The above story was produced by Senior Multi-Platform Journalist Sydney Heller of Community Impact's Storytelling team, with information solely provided by the local business as part of their "sponsored content" purchase through our advertising team.