Houston is a city of bold ideas — where innovation, community, and ambition converge to shape what’s next.
Houston First Corporation has unveiled a transformational master plan to reimagine the convention district and reconnect the city’s East End with downtown.
Phase one incorporates a 700,000-square-foot expansion of the George R. Brown Convention Center (GRB) that will provide access to Toyota Center via a new 100,000-square-foot pedestrian plaza. This development will serve as a connection point to future phases of the plan that will redefine downtown’s eastern edge, linking the area’s major facilities and amenities with new public spaces.
No other city is primed with three major sports venues within a several-block radius of its convention center. The project will serve as a catalyst for new development, turning underused blocks into a thriving, walkable district, and setting the bar for entertainment-centered development around North America.
See video, renderings and learn more below.
A New Entertainment Epicenter
View video illustrating the future convention and entertainment district.
Building for the Future
The first phase of development, GRB Houston South, will be a state-of-the-art, 700,000-square-foot building, designed to attract the leading events in the industry as the most sellable and innovative convention facility in North America. It will feature:
- Two exhibition halls, totaling 150,000 square feet
- A 50,000-square-foot multipurpose hall with doors that open to the new Central Plaza, offering unique flexible indoor/outdoor space
- Atrium flex hall totaling 25,000 square feet
- 225,000 square feet of contiguous exhibit space
- The largest ballroom in Texas, a 60,000-80,000-square-foot space boasting panoramic views of downtown
- Dedicated ground-level spaces for retail and restaurants
- A striking central atrium providing each level with natural light
A southward extension of the Avenida Plaza will connect Discovery Green to the new Central Plaza, anchoring multiple blocks of pedestrian-focused streetscape to support large-scale events and community activations.
Design elements are inspired by Houston’s bayous and native prairie landscape, featuring natural tones, warm wood accents and vegetation throughout. The building incorporates low-carbon materials, high-efficiency building systems with rainwater collection and water-reduction strategies, and native landscaping in a new expansive living roof, with potential solar integration. These efforts will reduce the building’s environmental footprint, enhance the city’s resilience and create an inclusive gathering space for generations of Houstonians.
Project Timeline
GRB Houston South is scheduled to open in May 2028. Future construction will be managed in phases to ensure the GRB remains operational throughout the process, with no interruption to scheduled shows or events. The full campus transformation is anticipated to be complete by 2038.
Beginning of a New Era
When the GRB opened in 1987, it was one of the largest centers of its kind in the country, with more than 1.1 million square feet of space. Since then, the city has embarked on multiple expansions to meet the demand for larger, more advanced facilities. The first was in 2003, when the convention center nearly doubled in size, adding 800,000 square feet; and then again in 2016 with a major renovation that opened the building to Discovery Green and created the Avenida Houston Plaza.
These improvements, along with the addition of restaurants and hotels, established Houston as a top convention destination. For nearly 40 years the GRB has been a pillar of economic growth and community engagement, generating millions of dollars annually in tourism revenue. The facility currently hosts more than 250 events and meetings annually, including more than 30 major conventions.
Street Closures and Construction Updates
Polk/Avenida Signage - May 2025
- Houston First has requested that additional sections of Avenida de las Americas and Polk Street immediately adjacent to the Hilton-Americas be transferred from the City to Houston First for ongoing operation/maintenance.
- These streets are not being closed but rather will fall under the purview of Houston First to maintain in a manner similar to the existing section of Avenida de las Americas that fronts the GRB Convention Center.
- This is the same process used in 2016 to acquire management over that section of ADLA.
Street Closures - May 2025
Temporary Pre-Construction and Utility Closures:
- Affected streets include:
- Hamilton from Polk to Bell
- Chenevert from Clay to Bell
- These closures are NOT abandonments. These are closures submitted and permitted by COH mobility and are required for pre-construction activities
- Construction activities on Hamilton and Chenevert will include utility work, street light removal, CenterPoint power removal, demolition, earth retention, and excavation
- The lane closure on Leeland and Chenevert is to install COH utilities associated with the project.