Avenida Houston is the Home of Cougars Watch Parties

HOUSTON (March 27, 2024) – Houston First Corporation (HFC) is excited to have Avenida Houston serve as the official home to the top seed UH Cougars March Madness Watch Parties. The Sweet 16 Watch Party when UH takes on Duke is set for Friday, March 29, 2024. Game time is 8:35 p.m. The series of free March Madness Watch Parties will continue at the Avenida Houston Plaza as long as the Coogs continue to advance in the NCAA tournament.

HFC’s partnership with the University of Houston began in 2019. In the first year, several watch parties were held at Avenida Houston and the rest in the new Fertitta Center. The watch parties on Avenida Plaza were so successful and the relationship between Houston First and UH worked so well, the annual parties have become fixtures for fans and the entire city.

“The UH March Madness Watch Parties have become signature events for Houston First. This is exactly why we developed Avenida Houston—to create a sense of community on a beautiful, outdoor promenade that serves as the city’s epicenter of entertainment. We believe there is power in togetherness, so we are proud to partner with the University of Houston to provide an opportunity for fans and the entire city to have fun and enjoy celebrating an outstanding basketball team,” said Michael Heckman, President & CEO, Houston First.

“Watching our talented Cougar players in action is more memorable and fun thanks to our partnership with Houston First. What started as a couple of watch parties has grown into a fan favorite. Not only is the Houston First team amazing to work with, they know how to throw a party in an impressive space. If you can’t attend the games in-person, Watch Parties at Avenida Houston are the next best thing!” said Pam Kehoe, Associate Athletic Director for Marketing and Fan Engagement, University of Houston.

As the front door to the George R. Brown Convention Center, Avenida Houston offers visitors and residents the opportunity to experience a number of Houston First sponsored activities and events, all free and open to the public. Since it opened in 2016, Avenida Plaza has hosted music festivals, cultural and holiday celebrations, including Party on the Plaza, AAPI, Black History and Hispanic Heritage Months as well as the Super Bowl LI Fan Fest. Whether or not there’s a planned event, Avenida Houston is a great place to explore diverse restaurants, green space and public art installations, while also catching an amazing view of the Downtown skyline.

For March Madness Watch Party updates go to: Avenida Houston Official Home for Cougars’ March Madness Watch Parties

About Houston First Corporation:
Houston First Corporation (HFC) is a local government corporation and the official destination marketing organization for the country's fourth largest city. In addition to serving as operator for the George R. Brown Convention Center and some of Houston's most prominent art, entertainment, and event venues, HFC is focused on promoting the city's vibrancy and rich tapestry of culture. By harnessing the city's collective energy, ambition, and creativity, including its diverse culinary scene, world-renowned performing arts, medical and space innovation, and elite filming locations, HFC is solidifying Houston as a premier national and global destination. For the latest news and info regarding HFC, visit www.houstonfirst.com.

Houston First Corporation
Carolyn Campbell, (832) 982-9902

University of Houston
Pam Kehoe, (713) 504-8114