Center City of Amarillo

What Center City of Amarillo does

Center City of Amarillo, Inc. is a nonprofit 501(c)(3) organization founded in 1991 and headquartered in the historic Bivins Building at 1000 S. Polk St. in downtown Amarillo, Texas. Its mission is to bring people to downtown Amarillo through the organization, promotion, and facilitation of events, design initiatives, and economic restructuring. The organization operates as a recognized Texas and National Main Street City, administering the Main Street Four-Point Approach to downtown revitalization under the auspices of the Texas Historical Commission and the National Trust for Historic Preservation. It is governed by a volunteer board of directors and staffed by a small team (11-50 employees) led by Executive Director Beth Duke.

The organization's core programmatic offerings fall into three categories: (1) financial incentives, principally a façade grant program administered in partnership with the City of Amarillo that distributes $70,000 annually as matching grants of up to $20,000 to eligible downtown businesses within defined boundaries; (2) a portfolio of signature events including High Noon on the Square (summer concert series), Jazztober (October jazz concerts), the Electric Light Parade (December holiday parade), the Center City Mural Run, and the Senior Banner Program; and (3) community-facing programs including Historic Tours for school and civic groups, the Hoof Prints of the American Quarter Horse public art installation (sponsored sculptures placed across Amarillo since 2002 in partnership with the American Quarter Horse Association), and the Dining District promotion of downtown restaurants.

Center City generates revenue through a mix of sources: tiered business memberships (ranging from Supporter at $500 to Champion at $5,000 annually), individual/family memberships ($50 Scout and $100 Friend tiers), corporate donations, event sponsorships (e.g., Brown & Fortunato for Jazztober), Hoof Prints sculpture sponsorships, and the annual City of Amarillo grant allocation. Its customer base spans downtown SMB businesses benefiting from grants and event-driven foot traffic, individual community members purchasing memberships and attending events, corporate members and donors seeking brand visibility, and the City of Amarillo as the institutional partner for the façade program. The organization coordinates closely with complementary entities including Downtown Amarillo Inc., the Tax Increment Reinvestment Zone (TIRZ), the Amarillo Economic Development Corp., and a Local Government Corporation managing Civic Center redevelopment.

Name

Center City of Amarillo

Legal name

Center City of Amarillo, Inc.

Website

https://centercity.org

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Center City of Amarillo is a 501(c)(3) nonprofit founded in 1991 that revitalizes downtown Amarillo through a $70,000 annual City-funded façade grant program, signature events (High Noon on the Square, Jazztober, Electric Light Parade), historic tours, and tiered business and individual memberships, serving downtown businesses, local community members, and corporate donors.

Ownership category

akta.pro rank

Product category

Downtown Revitalization & Community Development

NAICS

Civic and Social Organizations (81341), Museums, Historical Sites, and Similar Institutions (712)

SIC

Services-Membership Organizations (8600), Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Community Arts, Culture & Creative Placemaking Enterprises (BPAGALAO)

akta.pro secondary industries

Cultural Centers & Community Cultural Organizations (BPAGAHAD), City Squares, Old Towns & Landmark Districts (THAJACAJ)

Keywords

• Downtown revitalization
• Main street program
• Facade improvement grants
• Community event management
• Historic preservation

Headquarters

HQ city

Amarillo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Membership Dues: Business and individual memberships at various tiers ranging from $50 to $5,000 annually. Business memberships start at $300 and include recognition on the Center City webpage.
2. Donations and Contributions: Center City relies on contributions from businesses and individuals who believe in downtown revitalization. The organization accepts all donations to continue its work as a private, nonprofit 501(c)(3) organization.
3. City of Amarillo Funding: The City of Amarillo provides $70,000 in façade grant monies to Center City annually, which are then distributed as matching grants to eligible downtown businesses.
4. Public Art Sponsorships: The Hoof Prints public art project generates funds through horse sculpture sponsorships by local businesses, with sculptures placed around the city promoting both Center City and the sponsoring organizations.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Center City of Amarillo is a nonprofit organization that promotes downtown revitalization of Amarillo's historic central district through signature community events (High Noon on the Square, Jazztober, Electric Light Parade, Center City Mural Run), a matching façade grant program administered with the City of Amarillo for downtown building improvements, historic preservation tours, the Hoof Prints public art project, and tiered membership and sponsorship programs for businesses and individuals.

Product overview

Center City of Amarillo is a nonprofit organization (not a technology company) offering community programs and services focused on downtown revitalization. Its core offerings include the Façade Grants Program (matching grants up to $20,000 for building improvements), Historic Tours for schools and civic groups, and a robust events portfolio comprising High Noon on the Square (summer concert series), Jazztober (October jazz concerts), Electric Light Parade (December Christmas parade), and the Center City Mural Run (annual running event). Additional programs include the Senior Banner Program, Hoof Prints public art project, Dining District promotion, and tiered membership/sponsorship opportunities. The organization serves as a Texas and National Main Street City, coordinating marketing, events, and economic development initiatives for downtown Amarillo.

Differentiator

Problem solved

Functional benefit

Brands

• Hoof Prints of the American Quarter Horse: A community-wide public art display celebrating the history and spirit of the American Quarter Horse, featuring life-size decorated horses sponsored by local businesses throughout Amarillo.

Products and services

• Façade Grants Program A matching grant program administered in partnership with the City of Amarillo that provides up to $20,000 toward façade improvements for downtown businesses within program boundaries (East: railroad tracks, North: railroad tracks, West: Washington/Adams Street, South: Interstate 40). Eligible improvements include signage, windows, streetscapes, and exterior design elements.
• Historic Tours Historical tours of downtown Amarillo organized for school and civic groups to encourage historic preservation awareness and education about the area's heritage.
• High Noon on the Square Weekly outdoor summer concert series held every Wednesday in June and July at the Potter County Courthouse Lawn, featuring live music and free community gatherings in downtown Amarillo.
• Jazztober A free jazz concert series held on Tuesday nights in October at 6:00 p.m. on the lawn of the historic Bivins Home at 1000 S. Polk St. in Center City, featuring local and regional jazz performers. Free admission with attendees bringing their own chair and picnic dinner.
• Electric Light Parade Annual Christmas parade held in December featuring illuminated floats traveling down Polk Street, celebrating the holiday season in downtown Amarillo.
• Center City Mural Run Annual running event featuring 10K, 5K, and one-mile fun run/walk routes through downtown Amarillo's murals, scheduled for March 2026.
• Senior Banner Program Custom banner program honoring local high school graduates, with banners displayed in downtown Amarillo featuring the graduate's name, school, and photo.
• Hoof Prints of the American Quarter Horse Community-wide public art display featuring life-size decorated horse sculptures celebrating the history and spirit of the American Quarter Horse, with sponsorship from local businesses and in partnership with the American Quarter Horse Association. Sculptures are placed around Amarillo.
• Dining District Promotion Marketing and promotional program showcasing downtown Amarillo restaurants, pubs, and clubs (including 1887 Social House, The Amarillo Club, Bracero's Downtown, Six Car Pub & Brewery) to bring visitors and residents to the downtown area.
• Membership and Sponsorship Programs Tiered membership packages for businesses (Champion $5,000, Visionary $2,500, Advocate $1,000, Community Builder $750, Supporter $500) and individuals (Friend $100, Scout $50), offering benefits including event recognition, float entries, table reservations at High Noon on the Square, walking tours of downtown Amarillo, and sponsorship opportunities.

Named customers8 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

Partnerships

Nine partnerships are on record, tiered minor, major and core.

• Brown & FortunatominorGTM or Marketing Partner · 1 January 2025Law firm serving as sponsor for the 2025 Jazztober free jazz concert series held Tuesday nights in October at the Bivins Home lawn. Sponsorship provides event funding and brand visibility.
• Amarillo Cultural DistrictmajorStrategic or Co-development Partner · 1 January 2016Supported by the Amarillo Cultural District along with Texas Commission on the Arts and State Cultural District for the Hoof Prints project. The Cultural District was officially recognized by Texas Commission on the Arts in 2016 as one of 40 districts in the state.
• American Quarter Horse AssociationcoreStrategic or Co-development PartnerTitle sponsor of the Hoof Prints public art project celebrating the history and spirit of the American Quarter Horse. This partnership began in 2002 and has placed dozens of life-size horse sculptures around Amarillo, with each horse sponsored by a local business. The partnership promotes art in public places and raises funds for Center City while honoring Amarillo's equestrian heritage.
• City of AmarillocoreStrategic or Co-development PartnerThe City of Amarillo provides $70,000 annually in façade grant monies to Center City for distribution as matching grants to downtown businesses. This public-private partnership is essential to Center City's economic development mission and building improvement programs.
• Texas Commission on the ArtsmajorStrategic or Co-development PartnerState agency providing support for the Hoof Prints public art project and official recognition of the Amarillo Cultural District as one of 40 recognized cultural districts in Texas.
• Downtown Amarillo, Inc.coreStrategic or Co-development PartnerNon-profit organization formed for implementing the Downtown Strategic Action Plan. DAI focuses on planning and economic development initiatives to bring economic vitality back to downtown Amarillo. Center City and DAI work together on downtown redevelopment with complementary roles.
• Tax Increment Reinvestment Zone (TIRZ)majorStrategic or Co-development PartnerA funding tool for downtown redevelopment that directs any increase in tax revenue from the base year of 2008 resulting from property value increases to be utilized for downtown development. Primarily focuses on public infrastructure investment.
• Amarillo Economic Development Corp.majorStrategic or Co-development PartnerOrganization funded by a percentage of Amarillo sales tax that provides funding to recruit and retain businesses through infrastructure, education, training, and relocation. Was instrumental in providing rental for downtown West Texas A&M University Center.
• Local Government CorporationmajorStrategic or Co-development PartnerLegal entity that manages and implements Civic Center area redevelopment projects. Brings together public and private partners including DAI, the City, and TIRZ to make recommendations to the City Commission on projects.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Others

• Amarillo Economic Development Corporation: Sales-tax funded economic development corporation for the Amarillo region that recruits and retains businesses and partners with Center City on downtown initiatives (e.g., West Texas A&M University Center rental). Complementary but broader in geographic and functional scope.

Direct peers

• Downtown Boulder Partnership: Nonprofit management organization for downtown Boulder, Colorado that delivers events, promotions, public space activation, and economic development — a Main Street-style downtown management nonprofit that is a structural peer to Center City.
• Local First Arizona: Independent nonprofit dedicated to strengthening locally owned businesses and community vitality across Arizona. Operates a similar buy-local/community-development model with membership tiers, events, and downtown programming — directly comparable in mission and structure.
• Downtown Amarillo, Inc. Nonprofit formed to implement Amarillo's Downtown Strategic Action Plan; focuses on planning and economic development for the same downtown district that Center City serves. Directly comparable in mission, geography, and partner status.

Emerging players

• Amarillo Cultural District: Texas Commission on the Arts-recognized cultural district managed in coordination with Center City. Comparable in cultural/community focus but narrower in scope (arts-focused) and serves as a programmatic sub-brand rather than a fully independent entity.

Regional players

• Texas Main Street Program: State-level Main Street program under the Texas Historical Commission that designates and supports Texas Main Street Cities including Center City. Provides the regulatory framework and state-level resources that Center City leverages.
• Local First Austin (Independent Business Alliance): Texas-based nonprofit promoting locally owned businesses through events, membership tiers, and community programming. Operates the same locally-focused community development model but in the Austin market rather than Amarillo.

Broad incumbents

• Main Street America (National Main Street Center): The national program of the National Trust for Historic Preservation that certifies Main Street Cities like Center City. Operates broadly across thousands of districts nationwide and provides the network, methodology, and recognition that defines Center City's operating framework.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pages/Center-City-of-Amarillo/159732894046566
• Xx.com/artsinamarillo
• LinkedInlinkedin.com/company/center-city-of-amarillo-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Center City of Amarillo