H-E-B Center at Cedar Park
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.
- Company typePrivate
- Founded2009
- HeadquartersCedar Park, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
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.
H-E-B Center at Cedar Park firmographics
Firmographics- 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
H-E-B Center at Cedar Park industry classification
Industry- 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
Where H-E-B Center at Cedar Park is headquartered
LocationHeadquarters
- HQ city
- Cedar Park
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
H-E-B Center at Cedar Park business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D
Revenue model
- Ticket Sales: Revenue from individual event tickets across all event types (concerts, sports, family shows). Tickets sold through Ticketmaster and venue box office.
- 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).
- 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.
- Sponsorship & Advertising: Corporate partnership packages including signage, digital promotions, VIP experiences, and in-arena branding. Customized packages developed for companies of various sizes.
- 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).
- 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
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Individual Event Tickets - Concert/Family Show pricing varies by event |
| Transaction based/ take rate | Pay-as-you-go | ALL IN Premium Loge Package |
| Transaction based/ take rate | Pay-as-you-go | Single Event Suite Rentals |
| Subscription | Annual | Annual Suite Leases |
| Transaction based/ take rate | Pay-as-you-go | Parking - Day of Event Rates |
| Subscription | Annual | Club Seating (Texas Stars) |
| Transaction based/ take rate | Pay-as-you-go | Group Tickets |
| Transaction based/ take rate | Pay-as-you-go | U.S. Hockey Hall of Fame Game Pre-purchase Parking |
| Transaction based/ take rate | Pay-as-you-go | Cedar Park Rodeo Tickets |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels9 records
H-E-B Center at Cedar Park product offering
Product offeringCore 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
Companies that use H-E-B Center at Cedar Park
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles4 records
H-E-B Center at Cedar Park technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
H-E-B Center at Cedar Park partnerships and signals
Strategic signalPartnerships
22 partnerships are on record, tiered core, major and minor.
- H-E-BcoreMulti-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 StarscoreAHL 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 SpurscoreNBA 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 AustinmajorLeague 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 HospitalitycoreRyan 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 UnionmajorPresenting sponsor of ALL IN Premium Loge Packages. Credit union providing financial support for premium seating product.
- Bud LightmajorSponsor of Cedar Park Rodeo and Bud Light Club at the venue. Brand exposure through arena signage and event sponsorship.
- Springhill Suites by MarriottminorOfficial hotel partner of H-E-B Center. Provides accommodations for traveling teams and event attendees.
- Pizza HutminorSponsor visible through arena signage and digital properties.
- VolvominorAutomotive sponsor with visibility through arena signage.
- City of Cedar ParkcoreOwner 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 StarscoreNHL 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 SpurscoreNBA parent team of Austin Spurs (G League affiliate). Spurs Sports & Entertainment operates Austin Spurs.
- University of North DakotamajorPartner 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 ArenamajorUND'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 CommissionmajorDrew 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 AustinmajorCity 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)minorSanctioning body for Cedar Park Rodeo professional rodeo events.
- United Professional Rodeo Association (UPRA)minorSanctioning body for Cedar Park Rodeo professional rodeo events.
- Ubeo Business ServicesminorSponsor of Texas Stars 3 Stars recognition program during games.
- 5 STAR Event ServicesminorEvent staffing services provider for venue operations.
- TicketmastercorePrimary ticketing platform for all venue events. Tickets sold through ticketmaster.com with mobile ticket delivery.
Scale indicators14 records
Recent moves10 records
Expansion highlights6 records
H-E-B Center at Cedar Park competitors and assessment
Company assessmentRegional 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
H-E-B Center at Cedar Park social profiles
Digital presenceH-E-B Center at Cedar Park financial estimates
Financial estimateRevenue estimate
Valuation estimate
H-E-B Center at Cedar Park leadership team
Management profileNumber of profiles
Profiles10 records
H-E-B Center at Cedar Park subsidiaries and ownership
Company hierarchySubsidiaries3 records
H-E-B Center at Cedar Park funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
H-E-B Center at Cedar Park M&A and investment
M&A and investmentM&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
What does H-E-B Center at Cedar Park do?
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.
Is H-E-B Center at Cedar Park a public or private company?
H-E-B Center at Cedar Park is a private company. It is classified as state government owned and is currently operating.
When was H-E-B Center at Cedar Park founded?
H-E-B Center at Cedar Park was founded in 2009. It employs 251 to 500 people.
Where is H-E-B Center at Cedar Park based?
H-E-B Center at Cedar Park is headquartered in Cedar Park, United States, in the North America region.
How does H-E-B Center at Cedar Park make money?
Six revenue lines are on record. Ticket Sales are the primary driver. The others are premium Seating, food & Beverage Concessions, sponsorship & Advertising, event Space Rental and parking.
Who are H-E-B Center at Cedar Park's main competitors?
Regional players on record are American Airlines Center, Toyota Center and Frost Bank Center. Ticketmaster is listed as an others. Direct peers are Gas South Arena, Dickies Arena, Paycom Center, Moody Center, H-E-B Arena (formerly Bert Ogden Arena) and BOK Center.
Does H-E-B Center at Cedar Park have an API?
No public API is recorded for H-E-B Center at Cedar Park.
What industry is H-E-B Center at Cedar Park in?
H-E-B Center at Cedar Park's product category is Live Entertainment Venue. Its primary akta.pro industry code is MPAKAEAB, Arenas & Indoor Sports Centers, with a secondary code of MPAGAMAJ, Sports Hospitality & Premium Experiences (VIP, Suites, Fan Zones). Its NAICS code is 7112 and its SIC code is 7900.