Extraco Events Center

What Extraco Events Center does

Extraco Events Center is a private non-profit event and entertainment complex in Waco, Texas, operating on a 50-acre campus that has hosted community events since its formal opening on April 11, 1953. The organization is the operating entity of the Heart O' Texas Fair & Rodeo and runs three primary venues: the Extraco Coliseum (6,000+ seating, expandable to 9,000, with 310' x 125' arena floor configurable for dirt or concrete), the Extraco Show Pavilion (an indoor air-conditioned 125' x 250' equestrian/livestock arena with 450+ stalls plus 260 in the adjacent Stall Barn), and the BASE at Extraco Events Center (a 55,000+ sq ft, 6-room-divisible meeting and event venue opened in 2021 with modern A/V and individual lighting controls). Supporting facilities include the Back Porch Club private member club, 700+ total horse stalls, 250 RV hook-ups, parking for 3,800+ vehicles, and in-house Heart O' Texas Concessions catering, all supported by a staff of 11-50 employees.

The business operates an event-driven go-to-market model that monetizes across four primary streams: direct ticket sales via its website and box office using an all-inclusive pricing model (taxes and service charges included); facility rentals to external event organizers (rodeos, barrel races, concerts, tradeshows, livestock shows, motorsports); corporate sponsorships and advertising reaching 500,000+ annual attendees; and concessions/catering through in-house and preferred caterer networks. The organization also produces its own signature recurring event IP — the 11-day Heart O' Texas Fair & Rodeo (Central Texas's largest annual event at 238,000 attendees), Elite Barrel Racing (three times yearly with a WPRA partnership), and One HOT Reining (twice yearly plus a summer schooling show). Customer segments span event producers and promoters (primary), corporate and educational groups, community volunteers (24 committees supporting the Fair & Rodeo), and corporate sponsors.

The venue's market position is anchored by a 2010 long-term naming rights partnership with Extraco Banks and reported economic impact of $47-70 million on the Central Texas region. Distribution runs through a Saffire-powered ticketing website, physical box office, direct B2B sales for facility rentals and sponsorships, and local tourism partnerships with Waco Heart of Texas. The organization distributes over $250,000 in youth scholarships annually, has committed more than $3.5 million in total scholarships to date, and continues site expansion (the 2023 demolition of the Paul Tyson football field for additional parking and future facility development).

Name

Extraco Events Center

Legal name

Extraco Events Center

Website

https://extracoeventscenter.com

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

11–50 employees

Short description

Extraco Events Center is a non-profit 50-acre event complex in Waco, Texas, operating three venues (Coliseum, Show Pavilion, BASE) plus the Heart O' Texas Fair & Rodeo, Elite Barrel Racing, and One HOT Reining series, serving event producers, corporate groups, equestrian clients, and 420,000+ annual attendees.

Ownership category

akta.pro rank

Product category

Event Venue and Entertainment Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Convention and Trade Show Organizers (56192)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Multipurpose Event Center Operations (Civic Centers, Community Event Complexes) (MPAGALAE)

akta.pro secondary industries

Venue-Owned/Operated Event Organizers (In-House Promoters) (MPAKADAI), Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF)

Keywords

• Event venue management
• Equestrian event hosting
• Multi-venue convention center
• Live entertainment facility
• Corporate meeting space

Headquarters

HQ city

Waco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Ticket Sales: The center sells event tickets directly through its website and box office. All-inclusive pricing includes taxes and service charges. Events include concerts, rodeos, equestrian competitions, tradeshows, and other entertainment.
2. Facility Rental: External event organizers can rent the venue's facilities including the Coliseum, Show Pavilion, BASE, Back Porch Club, and Stall Barn for their own events.
3. Sponsorships and Advertising: Corporate sponsors advertise at the venue through annual advertising, activation, product branding, and networking opportunities. The center hosts over 500,000 attendees annually, with 238,000 during the 11-day Heart O' Texas Fair & Rodeo.
4. Concessions and Catering: In-house catering through Heart O' Texas Concessions offers breakfast, lunch, dinner, boxed meals, buffets, and coffee service. External preferred caterers are also available.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Extraco Events Center operates a 50-acre, three-venue event complex that rents its facilities (Extraco Coliseum, Extraco Show Pavilion, BASE) to event organizers and produces its own signature events including the Heart O' Texas Fair & Rodeo, Elite Barrel Racing, and One HOT Reining. The center sells tickets directly through its website and box office, generates revenue from corporate sponsorships and advertising, and provides in-house catering through Heart O' Texas Concessions.

Product overview

Extraco Events Center is a premier multi-use event facility in Central Texas that operates as a unified platform of venues and managed events. The core product portfolio consists of three main venues: the Extraco Coliseum (large arena with 6,000+ seating capacity for rodeo, motorsport, and concert events), the Extraco Show Pavilion (equine and livestock specialized facility with over 800 stalls), and the BASE at Extraco Events Center (55,000 sq ft conference-style venue with advanced A/V technology). Supporting these venues are services including the Back Porch Club (private member club), in-house Heart O' Texas Concessions catering, preferred caterer network, and ticket sales. The center also produces and owns signature events including the Heart O' Texas Fair & Rodeo (11-day annual event), Elite Barrel Racing (three times yearly), and One HOT Reining (twice yearly reining horse shows). Together, the three facilities host over 300 events annually with over 420,000 attendees.

Differentiator

Problem solved

Functional benefit

Brands

• Heart O' Texas Event Management: Event management division that owns and produces events including Elite Barrel Racing, One HOT Reining, and the Heart O' Texas Fair & Rodeo.
• Heart O' Texas Fair & Rodeo

Products and services

• Extraco Coliseum Multi-purpose air-conditioned arena venue with 6,000+ seating capacity, expandable to 9,000 with floor seating, 310' x 125' arena floor configurable as dirt or concrete, four concession areas, dressing rooms, WiFi, and parking from both Bosque Blvd and Lake Air Dr. Used for rodeos, concerts, motorsports, and large-scale entertainment events.
• Extraco Show Pavilion Indoor air-conditioned 125' x 250' arena with two small warm-up arenas, attached 125' x 280' covered arena, 450+ horse stalls, an additional 260 stalls in adjacent Stall Barn, 25 pens, restrooms with showers, dressing rooms, 10 wash stalls, meeting rooms/offices, exhibit space, and concessions area. Designed primarily for equine and livestock events.
• BASE at Extraco Events Center A 55,000 square foot multi-purpose meeting and event center accommodating 3,000+ attendees. Space can be split into 6 different break-out rooms via air walls, features newest A/V technology with individually dimmable lighting, direct USB/HDMI/Lighting Jack hookups, and in-house concessions. Serves corporate, educational, and entertainment events.
• Back Porch Club Private member club on the second floor of the Extraco Coliseum above the Bucking Chutes, offering first-class social setting with views of venue action, rooftop patio access, temperature-controlled environment, secluded kitchen, bar, restrooms, and Membership Dining experience during select events. Available for private party rentals (November through May) when not in use by members.
• Heart O' Texas Fair & Rodeo 11-day annual signature event held the second week of October, featuring a Livestock Show, Carnival, HOT Shops Marketplace, Rodeo, and 8 nights of Live Music on the Main Stage. Central Texas' largest annual event, attracting 238,000 attendees.
• Elite Barrel Racing Produced barrel racing event hosted three times per year in March, July, and November. The November race is held in partnership with the Women's Pro Rodeo Association (WPRA).
• One HOT Reining Produced Reining Horse Show series held twice yearly in February (Winter Slide) and July (Summer Slide), plus a Summer Schooling Show in August.
• Heart O' Texas Concessions In-house catering service offering breakfast, lunch, dinner, boxed meals, buffet options, heavy appetizer options, and full coffee service for events held at the Extraco Events Center.

Quantifiable outcome

• Over 300 events hosted annually
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators9 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Will Rogers Memorial Center: Fort Worth, Texas multi-venue complex combining coliseum, equestrian facilities, and exhibit space, hosting the Fort Worth Stock Show & Rodeo. Highly comparable to Extraco as a Texas-based rodeo/equestrian anchor with comparable mix of arena, livestock, and event space.
• Bell County Expo Center: Belton, Texas multi-purpose event center with arena, exhibit hall, and equestrian facilities. Highly comparable to Extraco as a Central Texas regional venue competing for rodeo, livestock, and community events.
• Taylor County Expo Center: Abilene, Texas multi-venue complex hosting rodeos, livestock shows, and consumer events. Comparable as a regional Texas event center with similar rodeo/livestock/event mix to Extraco.

Broad incumbents

• NRG Park: Houston mega-complex anchored by NRG Stadium, NRG Center, and NRG Arena, hosting the Houston Livestock Show and Rodeo plus conventions and concerts. Comparable as a Texas multi-venue event complex, though significantly larger and serving a much bigger metro.
• Kay Bailey Hutchison Convention Center: Dallas, Texas convention and meeting venue competing for corporate meetings, trade shows, and conferences. Comparable to the BASE at Extraco's corporate/conference vertical, but at significantly larger scale and with deeper hotel/transit infrastructure.
• San Antonio Stock Show & Rodeo: Major Texas rodeo and livestock exposition operating its own grounds in San Antonio. Comparable as a regional Texas stock show/rodeo operator, but at significantly larger scale and with broader national draw.

Regional players

• Dickies Arena: Fort Worth, Texas 14,000-seat multipurpose arena hosting concerts, family shows, and equestrian/sporting events. Comparable as a regional Texas arena competing for similar touring concert and event bookings as the Extraco Coliseum.
• Amarillo Civic Center Complex: Amarillo, Texas civic complex with arena, ballroom, and exhibit halls hosting concerts, rodeos, and conventions. Comparable as a multi-purpose Texas regional venue, though geographically distant from Extraco's Central Texas base.
• Waco Convention Center: Adjacent Waco, Texas civic meeting and event facility competing for some of the same corporate, civic, and small convention bookings as the BASE at Extraco. Direct local-market overlap.

Others

• Saffire: Ticketing and event marketing platform provider powering Extraco's online ticket sales. Comparable as a technology and ecosystem enabler for venue-based event commerce, though not a venue competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/extracoeventsce
• YouTubeyoutube.com/ExtracoEventsCenter
• Facebookfacebook.com/ExtracoEventsCenter
• LinkedInlinkedin.com/company/eecwaco
• Instagraminstagram.com/extracoeventscenter

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Extraco Events Center