H-E-B Center at Cedar Park

What H-E-B Center at Cedar Park does

H-E-B Center at Cedar Park is an 8,000-capacity multi-purpose arena located at 2100 Avenue of the Stars in Cedar Park, Texas, a northern suburb of Austin. The venue opened on September 25, 2009, broke ground in June 2008 at a total project cost of $55 million on a 34-acre site with 181,640 sq ft of total venue area and 2,700 on-site parking spaces. It is owned by the City of Cedar Park and operated by Texas Stars, LP — currently under Northland Properties Corporation following the acquisition of the operating entity and AHL franchise — under a public-private management structure. Since opening, the venue has hosted more than 2,200 events and over 8 million guests, sustaining a cadence of 150+ events per year across hockey (Texas Stars, AHL), basketball (Austin Spurs, NBA G League), volleyball (LOVB Austin), concerts, family shows, rodeo and corporate/banquet rentals. H-E-B naming rights have been in place since April 2016.

The core product is the arena itself: a configurable bowl with a hockey capacity of 6,800, a basketball capacity of 7,200, full-event capacity of 8,000 and a minimum theater-style configuration of 2,500. Resident anchor tenants are Texas Stars (AHL primary affiliate of the NHL's Dallas Stars, 2014 Calder Cup and 2018 Western Conference champions), Austin Spurs (NBA G League affiliate of the San Antonio Spurs, 2012 and 2018 G League champions) and LOVB Austin (League One Volleyball). Premium seating products include 20 annual suite leases on the At Home Suite Level, single-event suite rentals (Standard, Party and Double Party), Club Seating in sections 106/107 with Bud Light Club access, and the newer ALL IN Premium Loge package at $150/ticket including parking, Chef's Table meal and beverages. Ticket sales are processed through Ticketmaster and the on-site box office.

Revenue is generated across six streams: ticket sales (transaction), premium seating (subscription/recurring), food and beverage concessions (managed services via exclusive operator RS3 Strategic Hospitality, founded by Nolan Ryan and Don Sanders), sponsorship and advertising (advertising), event space rental (professional services, with configurations from 2,500 theater-style up to full 8,000 arena), and parking (transaction, rates $25-$45). Customer segments span corporate/enterprise, families, sports fans and music/concert goers, with graduations and community events for local school districts (Austin Community College, Round Rock ISD, Leander ISD, Pflugerville ISD, Manor ISD) as a secondary segment. Marketing and distribution are concentrated on the venue's own digital properties (website, All Access Pass email newsletter, Facebook, Instagram, X, LinkedIn), Ticketmaster and direct corporate/premium/group sales channels.

Name

H-E-B Center at Cedar Park

Legal name

H-E-B Center

Website

https://hebcenter.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

251–500 employees

Short description

H-E-B Center at Cedar Park is an 8,000-capacity multi-purpose arena owned by the City of Cedar Park and operated by Texas Stars, LP, hosting 150+ events annually including Texas Stars (AHL), Austin Spurs (G League), LOVB Austin, concerts, family shows and corporate events for the Central Texas region.

Ownership category

akta.pro rank

Product category

Live Entertainment Venue

NAICS

Spectator Sports (7112), Promoters of Performing Arts, Sports, and Similar Events (7113), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Arenas & Indoor Sports Centers (MPAKAEAB)

akta.pro secondary industries

Sports Hospitality & Premium Experiences (VIP, Suites, Fan Zones) (MPAGAMAJ), Multi-Sport Complexes & Community Sports Parks (MPAKAEAH), Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF)

Keywords

• Live entertainment venue
• Sports arena hosting
• Concert event hosting
• Premium suite seating
• Corporate event rental

Headquarters

HQ city

Cedar Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from individual event tickets across all event types (concerts, sports, family shows). Tickets sold through Ticketmaster and venue box office.
2. Premium Seating: Revenue from annual suite leases (20 suites), event day suite rentals, club seating, and ALL IN Premium Loge packages (includes seating, parking, food and beverage).
3. Food & Beverage Concessions: RS3 Strategic Hospitality manages all food and beverage operations including premium catering, suite catering, and concourse concessions. Revenue split between venue and operator.
4. Sponsorship & Advertising: Corporate partnership packages including signage, digital promotions, VIP experiences, and in-arena branding. Customized packages developed for companies of various sizes.
5. Event Space Rental: Venue rental for private events including corporate meetings, banquets, graduations, trade shows, and exhibitions. Flexible configurations from theater-style (2,500) to full arena (8,000).
6. Parking: On-site parking with over 2,600 spaces. General lot, premium lot, and circle lot options. Day-of-event rates up to $45 for premium.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels9 records

Core offering

H-E-B Center at Cedar Park is a multi-purpose 8,000-capacity sports and entertainment arena that hosts professional hockey (Texas Stars, AHL), NBA G League basketball (Austin Spurs), professional volleyball (LOVB Austin), major touring concerts, family shows (Disney On Ice), rodeos, and corporate and private events. The venue generates revenue through ticket sales, premium seating (suites, club seats, loge packages), food and beverage concessions operated by RS3 Strategic Hospitality, corporate sponsorships, event space rentals, and on-site parking across 2,700+ spaces.

Product overview

H-E-B Center at Cedar Park is a state-of-the-art multi-purpose entertainment venue offering world-class sports and live entertainment experiences. The venue hosts the Texas Stars (AHL hockey), Austin Spurs (NBA G League basketball), and LOVB Austin (professional volleyball), along with major concerts and family shows. The venue provides flexible seating configurations from 2,500 to 8,000 guests, premium seating options including Annual Suite Leases, Event Day Suite Rentals, Club Seating, and ALL IN Premium Loge Packages, along with comprehensive catering services through RS3 Strategic Hospitality. Box office and event booking services are available through Ticketmaster integration.

Differentiator

Problem solved

Functional benefit

Products and services

• H-E-B Center at Cedar Park Venue Rental Multi-purpose sports and entertainment venue with flexible seating configurations from 2,500 to 8,000 capacity, hosting concerts, sporting events, family shows, and private functions.
• Texas Stars Hockey Games
• Austin Spurs Basketball Games
• LOVB Austin Volleyball Matches
• ALL IN Premium Loge Packages All-inclusive premium seating on the 2nd floor Loge level with reserved leather seat, parking pass, Chef's Table meal, 2 beer/wine drinks, and unlimited non-alcoholic beverages. $150 per ticket.
• Annual Suite Leases 20 luxury suites on the At Home Suite Level available for annual lease, providing access to all Texas Stars, Austin Spurs, and concert/family show events throughout the year.
• Event Day Suite Rentals Single-event luxury suite rentals including Standard Suite (20 tickets + 5 parking), Party Suite (22-35 capacity + 5 parking), and Double Party Suite (44-70 capacity + 10 VIP parking).
• Club Seating Premium seating in sections 106 and 107 featuring extra-wide seats, Bud Light Club access, VIP parking, in-seat wait service, 20% merchandise discount, and pre-sale event access via season ticket packages.
• Event Booking Services Venue booking for concerts, sporting events, corporate meetings, banquets, trade shows, and community gatherings with flexible configurations from theater-style to full arena and full marketing/technical support.
• Catering Services Food and beverage services managed by RS3 Strategic Hospitality including premium suite catering, concourse concessions, and dining options (Texas Smokehouse, Chophouse, Mexican cuisine).
• Box Office Services Ticket sales through Ticketmaster and venue box office with mobile ticketing and contactless payment options. Box office open Mon-Fri 10am-5pm and on event day weekends.

Quantifiable outcome

• Hosted over 8 million guests and 2,200+ events since 2009
• +4 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

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

• H-E-BcoreStrategic or Co-development Partner · 22 April 2016Multi-year naming rights agreement announced April 22, 2016. Cedar Park Center renamed H-E-B Center at Cedar Park. H-E-B is a major Texas retailer providing significant regional brand recognition and marketing support.
• Texas StarscoreStrategic or Co-development PartnerAHL team and primary development affiliate of NHL's Dallas Stars. Texas Stars, LP operates the H-E-B Center. Home team since venue opening in 2009. Won 2014 Calder Cup Championship and 2018 Western Conference Championship.
• Austin SpurscoreStrategic or Co-development PartnerNBA G League affiliate of San Antonio Spurs. Home team at H-E-B Center. Won G League championships in 2018 and 2012. Celebrating 20th anniversary.
• LOVB AustinmajorStrategic or Co-development PartnerLeague One Volleyball team. Home matches hosted at H-E-B Center. 9 home matches scheduled for 2026 season including teams from Nebraska, Atlanta, Madison, Salt Lake, and Houston.
• RS3 Strategic HospitalitycoreImplementation/ SI/ Consulting PartnerRyan Sanders Sports Services (RS3) is the exclusive food and beverage operator for all arena and private events. RS3 is owned by Nolan Ryan and family along with Don Sanders and family. Also operates Dell Diamond, Choctaw Stadium, and other venues.
• Austin Telco Federal Credit UnionmajorGTM or Marketing PartnerPresenting sponsor of ALL IN Premium Loge Packages. Credit union providing financial support for premium seating product.
• Bud LightmajorGTM or Marketing PartnerSponsor of Cedar Park Rodeo and Bud Light Club at the venue. Brand exposure through arena signage and event sponsorship.
• Springhill Suites by MarriottminorGTM or Marketing PartnerOfficial hotel partner of H-E-B Center. Provides accommodations for traveling teams and event attendees.
• Pizza HutminorGTM or Marketing PartnerSponsor visible through arena signage and digital properties.
• VolvominorGTM or Marketing PartnerAutomotive sponsor with visibility through arena signage.
• City of Cedar ParkcoreOthersOwner of the H-E-B Center facility. City-owned venue operated by Texas Stars, LP. Broke ground June 2008, opened September 25, 2009. Total project cost $55 million.
• Dallas StarscoreStrategic or Co-development PartnerNHL parent team of Texas Stars (AHL affiliate). Texas Stars serves as primary development affiliate. Dallas Stars conduct training camp at H-E-B Center.
• San Antonio SpurscoreStrategic or Co-development PartnerNBA parent team of Austin Spurs (G League affiliate). Spurs Sports & Entertainment operates Austin Spurs.
• University of North DakotamajorOthersPartner for 2026 U.S. Hockey Hall of Fame Game. UND hockey team playing Michigan State in special event at H-E-B Center October 31, 2026. Fans can join Champions Club for exclusive pre-sale access.
• Ralph Engelstad ArenamajorStrategic or Co-development PartnerUND's home arena in Grand Forks partnering with H-E-B Center to host 2026 U.S. Hockey Hall of Fame Game. Full weekend of events planned including NoDak Palooza at ACL Live.
• Austin Sports CommissionmajorGTM or Marketing PartnerDrew Hays, Director of Austin Sports Commission, quoted supporting 2026 U.S. Hockey Hall of Fame Game. City tourism organization promoting Austin as sports destination.
• Visit AustinmajorGTM or Marketing PartnerCity tourism organization partnering for 2026 U.S. Hockey Hall of Fame Game. Promotes Austin as Live Music Capital of the World and premier sports destination.
• Cowboys Pro Rodeo Association (CPRA)minorStrategic or Co-development PartnerSanctioning body for Cedar Park Rodeo professional rodeo events.
• United Professional Rodeo Association (UPRA)minorStrategic or Co-development PartnerSanctioning body for Cedar Park Rodeo professional rodeo events.
• Ubeo Business ServicesminorGTM or Marketing PartnerSponsor of Texas Stars 3 Stars recognition program during games.
• 5 STAR Event ServicesminorChannel Partner/ Reseller/ DistributorEvent staffing services provider for venue operations.
• TicketmastercoreTechnology or IntegrationPrimary ticketing platform for all venue events. Tickets sold through ticketmaster.com with mobile ticket delivery.

Scale indicators14 records

Recent moves10 records

Expansion highlights6 records

Regional players

• American Airlines Center: Major Texas arena in Dallas (~20,000 seats), home to the Dallas Stars (NHL parent of Texas Stars). Comparable regional competitor for premium concert routing and sports content, although materially larger than H-E-B Center.
• Toyota Center: ~19,000-seat arena in Houston, TX, home of the Houston Rockets (NBA). Comparable as a Texas-based arena hosting NBA-level basketball and major concerts, but at materially larger scale than H-E-B Center.
• Frost Bank Center: Former AT&T Center in San Antonio, TX — home of the San Antonio Spurs (NBA G League parent of Austin Spurs). Comparable as a Texas-based arena hosting NBA-affiliated sports and concerts, though at a larger scale (~18,000 seats).

Others

• Ticketmaster: Primary ticketing platform partner for H-E-B Center. Relevant as the technology/infrastructure enabler of the venue's ticketing revenue stream across all event types, and a benchmark for ticketing economics in live entertainment.

Direct peers

• Gas South Arena: ~13,000-seat arena in Duluth, GA (suburban Atlanta). Comparable to H-E-B Center as a mid-size suburban arena hosting ECHL/AHL hockey, NBA G League basketball, concerts, and family shows with a similar premium seating and parking model.
• Dickies Arena: Approximately 14,000-seat multi-purpose arena in Fort Worth, TX. Comparable to H-E-B Center as a similarly configured Texas regional arena hosting concerts, family shows, and touring productions at a mid-to-large scale.
• Paycom Center: Home of the Oklahoma City Thunder (NBA), hosting ~18,000 for basketball and scaled for concerts. Comparable as a multi-purpose arena hosting NBA-level basketball, premium suites, and concerts in a secondary market.
• Moody Center: 15,000-seat multi-purpose arena located roughly 20 miles from H-E-B Center in Austin, TX. Directly comparable in that both host AHL/G League-caliber sports, major concerts, and family shows in the Central Texas market, though Moody Center operates at a larger scale and more premium price points.
• H-E-B Arena (formerly Bert Ogden Arena): Multi-purpose arena in Edinburg, TX sharing the H-E-B naming rights family. Comparable as a Texas regional arena hosting minor-league sports, concerts, and family shows at a similar mid-market scale.
• BOK Center: ~19,000-seat arena in Tulsa, OK that hosts concerts, family shows, and sporting events. Comparable to H-E-B Center as a mid-major U.S. arena in a secondary metro market competing for the same touring content and family shows.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HEBCenter
• Facebookfacebook.com/HEBCenter
• LinkedInlinkedin.com/company/cedar-park-center
• Instagraminstagram.com/hebcenter

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries3 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 H-E-B Center at Cedar Park