Waco Convention Center

What Waco Convention Center does

The Waco Convention Center is a municipal event venue owned by the City of Waco, Texas, and operated since December 2024 under management by ASM Global (with Legends Global co-branded as operator). Founded in 1972, the facility spans more than 144,000 square feet of flexible event space across multiple halls — including a 33,000-square-foot exhibit hall, a 15,000-square-foot tradeshow hall, a 14,000+ square-foot ballroom with balcony, a 100-seat theater, an upper lobby, and over a dozen configurable meeting rooms — supported by two loading docks, concrete floors capable of accommodating vehicles, and complimentary parking throughout the surrounding downtown lots.

The venue monetizes events through four documented revenue streams: (1) one-time venue rental for spaces (full deposit due on contract execution, remainder due 7 days before event), (2) in-house food and beverage services that hold exclusive provider status for all beer, wine, and liquor — with an 18% facility fee on outside approved caterers — and an Executive Chef with 25+ years of culinary experience, (3) electrical and equipment services for exhibitor booths priced on a transactional unit basis ($75/day pre-ordered vs. $150/day day-of), and (4) setup-day and extended-hours fees ($200/hour for openings before 7 AM or to 1 AM). Free 1 GB wireless internet and hardwired internet are included across the building.

The business sells through a direct sales motion anchored by an online RFP submission form, with a sales team led by a Director of Sales & Marketing supported by a Sales Manager and Sales & Marketing Coordinator. Customers are segmented horizontally into event planners/organizers (primary), exhibitors/vendors, and event attendees; a dedicated city-meeting request channel serves City of Waco departments at waived room rental. The destination-marketing partnership with Destination Waco CVB, the connected Hilton Waco, and adjacent Courtyard by Marriott form the surrounding commercial ecosystem. Preferred vendors — Verum AV Solutions and Superior Expo Services — round out the operational stack. Technical infrastructure is conventional venue IT (no documented AI, proprietary software, or developer-facing APIs).

Name

Waco Convention Center

Legal name

Waco Convention Center

Website

https://wacocc.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

11–50 employees

Short description

Waco Convention Center is a City of Waco-owned, ASM Global-managed event venue in downtown Waco, Texas, offering 144,000+ square feet of halls, ballrooms, meeting rooms, and exclusive in-house food & beverage services for conventions, trade shows, banquets, and weddings across Central Texas.

Ownership category

akta.pro rank

Product category

Convention & Event Venues

NAICS

Traveler Accommodation (7211), Arts, Entertainment, and Recreation (71)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA)

akta.pro secondary industries

Conference Centers & Dedicated Meeting Venues (THAHAAAB), Conference & Convention Center Catering (THAHAKAB)

Keywords

• Event venue rental
• Convention facilities
• Meeting space
• Banquet catering
• Trade show hosting

Headquarters

HQ city

Waco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales

Revenue model

1. Venue Rental: Rental of flexible event spaces including exhibit halls, ballrooms, meeting rooms, and outdoor spaces. Deposit consists of total room rental due upon contract execution, remainder due 7 days in advance.
2. Food & Beverage Services: In-house catering and full bar service. Waco Convention Center is exclusive provider and server of all beer, wine, and liquor. Allows approved outside caterers for an additional 18% catering fee.
3. Electrical Services: Electrical service ordering for exhibitor booths, with pricing based on power requirements and timing (pre-ordered vs day-of).
4. Setup and Extended Hours: Setup days at half normal rental price. Extended building hours prior to 7AM ($200/hour) or until 1AM ($200/hour extension).

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

The Waco Convention Center rents more than 144,000 square feet of flexible indoor and outdoor event space, including exhibit halls, ballrooms, a theater, lobbies, and meeting rooms, for conferences, trade shows, banquets, weddings, and corporate meetings. It supplements the space with in-house food and beverage catering, an exclusive bar service, electricity and equipment rentals, shipping and freight coordination, and end-to-end event planning support via an RFP-driven sales process.

Product overview

The Waco Convention Center is a premier event venue facility offering over 144,000 square feet of flexible event space. The venue comprises multiple distinct spaces including Chisholm Hall (33,000 sq ft exhibit hall), Brazos Ballroom (13,818 sq ft with balcony), McLennan Hall (15,000 sq ft tradeshow hall), Bosque Theater (100-seat), Upper Lobby, and various meeting rooms (Texas Rooms, Lone Star Rooms, Ranger Room, Waco Room, Event Office). Supporting services include full in-house Food & Beverage (Executive Chef-led), preferred Audio/Visual (Verum AV Solutions), preferred Decorator (Superior Expo Services), electricity, shipping/freight, and complimentary parking. The venue is managed by ASM Global following a December 2024 partnership transition.

Differentiator

Problem solved

Functional benefit

Products and services

• Chisholm Hall Primary exhibition hall of 32,976 square feet with 32-foot ceilings, accommodating up to 2,600 theater seating, 1,680 banquet, or 180 vendor booths. Features two loading docks, concrete floors, and the ability to drive vehicles inside for load-in.
• Brazos Ballroom Elegant ballroom of 13,818 square feet with wood bamboo floors, accommodating up to 1,140 theater seating or 730 banquet. Includes a balcony overlooking the Suspension Bridge, two drop-down screens and projectors, and an attached kitchen servery.
• McLennan Hall Versatile tradeshow hall of 15,000 square feet accommodating 1,200 theater seating, 840 banquet, or 68 vendor booths. Features tile floors and service corridor access for load-in.
• Bosque Theater Theater space of 2,021 square feet with 100 auditorium theater seats, equipped with a drop-down screen and projector, podium, and wireless microphone.
• Upper Lobby Open lobby space of 14,652 square feet accommodating 21 vendor booths, featuring skylight and natural lighting throughout.
• Texas Rooms Two divisible meeting rooms: Texas North (4,488 sq ft) with theater seating for 300, and Texas South (4,576 sq ft) with banquet seating for 260. Available combined or separately.
• Lone Star Rooms Three meeting rooms (Lone Star 103-105) ranging from 780 to 1,540 square feet, accommodating 60-90 theater seating and 50-70 banquet seating.
• Ranger Room Large meeting room of 3,332 square feet accommodating up to 250 theater seating, 180 banquet, or 144 classroom. Splits into five sections.
• Waco Room Conference room of 763 square feet accommodating 28 conference-style seats. Features carpeted floors, an A/V monitor, and laptop hookups.
• Event Office Office space of 864 square feet accommodating up to 64 theater seating. Features carpeted floors, two windows, four roll-up windows for registration or ticket office use, and splits into two lockable sections.
• Outdoor Space Outdoor event areas including the Freedom Fountain space and University Parks Drive entrance for outdoor gatherings and events.
• Food & Beverage Services Full in-house catering and bar service led by Executive Chef Joe Myers, offering tailored menus for events. WCC is the exclusive provider of all beer, wine, and liquor. Approved outside caterers are permitted with an additional 18% catering fee.
• Parking Services Complimentary parking with hundreds of spaces surrounding the facility. Free street parking and lot parking available to all event guests.
• Electricity Services Electrical service for vendor booths, including 120-Volt/20 amp drops, extension cords, power strips, and hard-wired internet options. Pre-ordered electricity at $75/day; day-of or during-event orders at $150/day.
• Shipping & Freight Services Shipping and freight coordination services with designated loading areas and dock access. General Service Contractors are required for trade shows.
• Event Planning & RFP Services Comprehensive event planning support including online RFP submission, booking requests, and a dedicated city meeting request form for City of Waco departments. Sales team responds within 24-48 hours with date availability and quotes.

Quantifiable outcome

• Seats over 700 guests in ballroom
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and preferred.

• ASM GlobalcoreStrategic or Co-development Partner · 1 December 2024In December 2024, the City of Waco partnered with ASM Global - the world's leading venue management company - to bring enhanced services, industry expertise, and a renewed commitment to exceptional experiences for every guest. ASM Global manages the Waco Convention Center operations.
• Legends GlobalcoreStrategic or Co-development PartnerLegends Global is listed as the company that 'Proudly Manages' the Waco Convention Center, providing venue management services.
• Verum AV SolutionspreferredTechnology or IntegrationPreferred audiovisual provider offering sound, lighting, video production, staging, LED walls, livestreaming, event design, and full technical support for events of all sizes.
• Superior Expo Services (SES)preferredTechnology or IntegrationPreferred decorator and general service contractor offering design solutions for corporate events, tradeshows and exhibits with one-on-one service, transparent pricing, and professional customer service.
• Destination Waco (CVB)coreGTM or Marketing PartnerWaco Convention Center partners with Destination Waco Convention & Visitors Bureau for hotel referrals, lodging coordination, and tourism marketing. Listed in WCC Partners & Preferred Providers section.
• Hilton WacopreferredChannel Partner/ Reseller/ DistributorConnected to the Waco Convention Center by a covered walkway, providing convenient accommodation for event attendees.
• Courtyard by Marriott WacopreferredChannel Partner/ Reseller/ DistributorLocated just 50 feet across the street from the Waco Convention Center, offering nearby lodging for event attendees.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fort Worth Convention Center: Publicly owned convention center in downtown Fort Worth hosting conventions, trade shows, banquets, and entertainment events. Similar operating model (municipal ownership, in-house F&B) and overlapping competitive geography in Texas.
• Austin Convention Center: City-owned convention center in downtown Austin managed by a professional venue operator. Comparable in mission (public convention hosting in Texas) but significantly larger and benefits from Austin's stronger tourism demand.
• George R. Brown Convention Center (Houston): Large municipal convention facility in downtown Houston operated under ASM Global management. Direct comparable venue in Texas MICE market and serves as a regional competitor for large-scale conventions.
• Tulsa Convention Center: Mid-size public convention facility of comparable scale to WCC (multiple halls, ballrooms, meeting rooms) hosting conventions and trade shows in a secondary market. Direct comparable in venue size and operating model.
• Henry B. González Convention Center (San Antonio): Major municipal convention center on the San Antonio River Walk hosting conventions, trade shows, and meetings. Operated under similar public-private management model and competes with WCC for Texas regional conventions.
• Irving Convention Center: Mid-size municipal convention center in the Dallas-Fort Worth metroplex offering comparable meeting and exhibition space, competing with WCC for association and corporate regional events within driving distance.
• Kay Bailey Hutchison Convention Center (Dallas): Large public convention center in downtown Dallas operated by the City of Dallas. Directly comparable to WCC as a municipal-owned MICE venue hosting conventions, trade shows, and banquets in Texas, though at substantially larger scale.

Broad incumbents

• McCormick Place (Chicago): Largest convention center in North America, operated as a public facility. Represents the upper bound of the same business model (public convention facility hosting trade shows and conventions) at a much larger scale.
• Orange County Convention Center (Orlando): Second-largest convention facility in the U.S., publicly owned and operated. Comparable mission and operating structure but at a substantially larger scale and in a premier tourism market.
• ASM Global: World's largest venue management company, parent operator of Waco Convention Center since December 2024. Manages a portfolio of convention centers, arenas, and stadiums globally — directly relevant as the management partner driving WCC's service standards.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/waco-convention-center

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Waco Convention Center