The George R. Brown Convention Center (GRB) is set to undergo a major transformation that will reimagine downtown Houston into a pedestrian-friendly convention and entertainment district. 

Mayor John Whitmire and Houston First Corporation recently unveiled a master plan for the project, marking the first substantial renovation since 2016, which opened the building to Discovery Green and created the Avenida Houston Plaza.  

The $2 billion project aims to bolster Houston’s position as a global hub for sports, entertainment and tourism, an especially timely investment as the city prepares to host FIFA World Cup matches in 2026 and the Republican National Convention in 2028.  

Phase One 

The first phase of development includes a 700,000-square-foot building, GRB Houston South, which will serve as a key connector between downtown and Houston’s East End. The building will include two exhibit halls, a multipurpose hall opening to the new Central Plaza, an atrium flex hall, ground-level retail and dining spaces and what is set to be the largest ballroom in Texas. 

Additionally, the Avenida Plaza will be extended south to connect Discovery Green with the new Central Plaza, creating an expanded gathering space for large-scale events and community activities. 

“This project is truly transformative for downtown Houston, a lasting legacy that will solidify our position as a top-tier convention and entertainment destination,” said Mayor Whitmire in a press release. “Most importantly, we are creating a space that will build community, foster connection, and shape the future of Houston.” 

The project's design is inspired by Houston’s bayous and natural prairie landscape. Along with its nature-inspired elements, the building will use eco-friendly materials and energy-efficient systems, including rainwater collection and water-saving features, to minimize its environmental impact and strengthen the city's sustainability efforts. 

The groundbreaking project will be funded by a portion of the state’s hotel tax revenue, made possible by Senate Bill 1057, which passed in 2023. 

The Need for Expanded Infrastructure 

With Houston’s hospitality and tourism industry rapidly expanding, the demand for expanded infrastructure has never been greater. In 2024, the city welcomed more than 54 million visitors, an increase of six percent from 2023 and nearly 10 percent since 2019, according to Houston First. 

“It is imperative for us to stay competitive and meet the needs of our meetings and convention customers,” said Michael Heckman, President and CEO of Houston First, in the same release. “This project will not only accomplish that but will "establish a gathering space that will be the epicenter for entertainment, sports, and city-wide events, accentuating our ability to capitalize on Houston's unique offerings.” 

GRB Houston South is scheduled to open in May 2028, with the full project expected to be completed by 2038. 

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