DECEMBER 2011 GEORGE R. BROWN CONVENTION CENTER 2025 MASTER PLAN THE COMPETITION How Does Houston Stack Up? THE POSSIBILITIES Visions of George R. Brown’s Future THE PLAN For Moving Forward GEORGE R. BROWN CONVENTION CENTER 2025 Master Plan HISTORIC DISTRICT MINUTE 45 MAID 02 Executive THEATER PARK 59 DISTRICT CAPITOL Summary ION RUSK ECT A brief story about the long range EL S CITY E WHAT IS THE BEST HALL T SKYLINE vision for the GRBCC and the journey I S POSSIBLE SITE? 0 1 2 3 4 5 r r r r DISTRICT a - CONSIDERING - EaDo ea ea ea e taken to develop the plan. y y y year year y COMMUNITY PRIORITIES EXPANSION LIGHTRAIL CONSTRUCTION GRBCC HIGHWAY REMAINS AS-IS SKYLINE US-59 RECONSTRUCTION NEW MARKET/PROGRAM NEEDS LAND HOLDINGS • Scheme A CONVENTION DISTRICT TOYOTA CENTER HOTEL TERM SHEET NEW CONVENTION CENTER Actively CENTER HOTEL pursue deal OPERATIONAL SHOPPING59 LAND US ACQUISITION EAST MAIN DISTRICTROSS EXPLORE LAND ACQUIRED C OPPORTUNITIES DOWNTOWN MGMT. 06 ContextOVER US 59 DISTRICT PRIVATE SECTOR EXPANSION DEVELOPMENT HOUSTON DOWNTOWN MGMT. DISTRICT A lookHIGHWAY at the BELOW neighborhood GRADE surround- ADVOCATE SIGNIFICANT PROJECT D N City policies to COMPLETION * 45 FACILITY EXPANSION FACILITY EXPAN promote development Residential, Retail, MIDTOWNCR MGMT. DISTRICT ing the• Scheme Convention B Center - its charac- US-59 Hotels, Entertainment RK OSS DO A ET US N RE-ALIGNMENT M RE ’ A T ter and its challenges - and a compara- INITIATE CONFIRM LONG-TERM L 59 DISCUSSION WITH PLAN FOR US-59 I CONTIGUOUS TO EXPAND OR T TXDOT Rebuild or re-route Y tive analysis of the GRBCC and its main EXPANSION below grade NOT TO EXPAND? C - CONSIDERING - H NORTH, WEST OR SOUTH E competitors for convention and trade STATUS OF LAND ACQUISITIONS C STATUS OF NEW C.C. HOTELS K • Scheme C MEETING * STATUS OF AREA’S PRIVATE • Scheme D show business. SPACE SECTOR DEVELOPMENT • Scheme E DESIGN WORK MARKET DEMAND Reallocation and COMPLETE reconfiguration D ARRIVAL E ON’ XP ZONE AN T DESIGN WORK D Expand into ADLA: COMPLETE CONTINUOUS Lobby, Meeting, Retail 28 Key Drivers IMPROVEMENT OF BALLROOM EXISTING FOOTPRINT An overview of the key internal and DESIGN Reallocate space WORK or build new COMPLETE external drivers impacting the success ROAD & ONGOING IMPROVEMENTS PARKING MODIFICATIONS IDENTIFY WORK COMPLETE and the competitiveness of the GRBCC. NECESSARY CHANGES South Garage modifications Truck Ramp modifications Road Re-alignments 46 Long Range Strategy Many options were explored and considerations given to the possible impact of each scenario for the City of Houston and downtown stakehold- ers. The resultant long range plan is a win-win vision for the City and its constituents. 60 2025 Plan The preferred scheme for developing a Prepared by cohesive convention district in Gensler Houston. Conventional Wisdom Convention Consultants Walter P Moore Traffic Engineers Kuo & Associates Civil Engineers 24 Planning Process Henderson & Rogers Structural Engineers 48 Decision/Action 4b Technology Technology Consultants Timeline Project Cost Resources Cost Consultant 69 Appendix & C.I.P. FOR CENTRAL HOUSTON CIVIC IMPROVEMENT, Conceptual Costs HOUSTON FIRST CORPORATION AND THE CITY OF HOUSTON 1 The future development and success of the George R. Brown Convention Center cannot be fully realized without a broader commitment to the long-term success of the entire “convention district.” EXECUTIVE SUMMARY THE VISION... for the future of the George R. Brown Convention including Avenida de las Americas (ADLA) and, Center (GRBCC) extends beyond the walls of the eventually, the future expansion of the GRBCC. Convention Center and includes the businesses, residents, public agencies and other stakeholders of Houston’s downtown east end. The future devel- Houston’s Top Three Priorities opment and success of the Convention Center can- The GRBCC serves a wide variety of users through- not be fully realized without a broader commitment out its annual events calendar including conven- to the long-term success of the entire “convention tions, trade and consumer shows, and a variety of district.” local public events. Professional organizations rep- resenting convention planners and meeting plan- The 2025 Plan illustrates a best-case scenario for ners select locations based on the total package the public/private development of the convention available within a community; cities compete on a district, improvements to existing infrastructure “destination-basis” rather than a “facility-basis.” 2 Industry surveys have consistently identified the The City of Houston and the GRBCC need 2,000 same top five factors in selecting a convention des- new hotel rooms in the convention district to re- tination: main competitive with the lodging capacity of oth- er convention destination cities. There is an imme- • Convention Facilities diate need for at least 1,000 new rooms adjacent to • Hotel Package or, preferably, attached to the Convention Center. • Attractions and Activities • Transportation The 2025 Plan identifies proposed locations for fu- • Safety & Security ture hotels nearby, adjacent and connected to the Convention Center. The undeveloped parcel be- In developing the 2025 Plan, analysis of the tween Rusk and Walker Streets (Block 99) is con- GRBCC’s current package as well as that of its com- sidered a prime hotel location due to its adjacency petitor cities identified three key areas in need of to Discovery Green and potential for connectivity improvement for Houston to be competitive in to- via pedestrian bridge to the GRBCC. Others con- day’s market. In priority order, these include: sider Block 99 to be ideally suited for a shared use • Hotel Package • Attractions and Activities “You’re under-hoteled...” • Convention Facilities “The need for more hotel rooms is great...” Industry advisors and market analysis by consul- “Focus on hotels and amenities now!” tants agree that Houston’s convention district lacks the number of hotel rooms and hotel mix needed to Quotes from Industry Advisory Group Vision Session compete with other cities. Exhibitors and industry December 2010 experts in hospitality, meeting planning and tour- ism have repeatedly expressed concern about the lack of attractions (restaurants, bars/clubs, shop- residential tower and boutique hotel concept due ping, entertainment) within convenient walking to the marketability of Discovery Green to potential distance to the GRBCC. downtown residents. This, in turn, would make the parcel to its north (Block 100/120) the preferred site for a large convention center hotel. In either Hotels: The #1 Priority case, development of Blocks 99 and 100/120 as ho- Downtown Houston and the GRBCC lack what are tel sites supports the near- and long-term needs of considered positive draws for its competitor cities the GRBCC and the convention district. including attached and proximate hotel room sup- ply. Industry Advisor Group Vision Session, December 2010 3 A hotel is planned for the corner of Polk Street and Chartres Avenue, one block southeast of the Convention Center. Final design and construction of this hotel is unknown at the time. To complete a ‘four-corners’ hotel concept desired by the GRBCC, the 2025 Plan includes a hotel on the corner of Rusk Street and Chartres Avenue, one block northeast of the Convention Center. Destination: The Convention District How a city is perceived by out-of-town visitors is influenced by the part of the city they experience. Many conventioneers and trade show attendees will only experience that part of Houston that ex- ists between their hotel and the Convention Center. Currently, there are few opportunities for shopping, dining and entertainment near the GRBCC with the closest concentration of these activities located at the Houston Pavilions, 5-7 blocks away. Examples of street-centric development A primary consideration should be given to any and all future development in the vicinity of the GRBCC. Future hotels, residential buildings, office towers and parking garages should be designed to accommodate restaurants, bars and retail shops at the street level. This approach to the creation of a convention district should be aggressively en- couraged by The City of Houston when negotiating with developers. Activating the streets with local residents, downtown workers, conventioneers and Hotel Residential Office Parking visitors attracted by the shops, restaurants and en- 4 tertainment venues will create a vibrant, safe con- LAMAR DALLAS vention district that appeals to meeting planners EXISTING GEORGE R. BROWN 59 US and exhibitors. CONVENTION CENTER HILTON Creating a destination that is anchored by Discov- AMERICAS ery Green will attract Houstonians and their en- tertainment dollars as well as provide a compel- ling story to convention and meeting planners for POLK booking future events. ENTRY PLAZA Convention Facilities: Phase III Expansion GRBCC TRUCK RAMP Originally built in 1987 with Phase II expansion PHASE III JACKSON completed in 2003, the GRBCC is a well-managed, CONVENTION CENTER HAMILTON well-maintained facility. There are no plans for EXPANSION near term expansion of the Convention Center and there are a number of things that must happen first, including a significant increase in the convention center hotel room supply, before future expansion of the GRBCC facilities can be considered. Howev- BELL er, now is the time to establish a general direction for future growth so that if and when the time comes Plan of proposed GRBCC expansion to expand, the GRBCC is well-positioned to pursue isting GRBCC. The location, wedged between the a design solution that is best for both the Conven- GRBCC, US 59, the Hilton Americas Garage and tion Center facility and the entire east downtown Toyota Center is a difficult space for other commer- area. cial uses but is ideal for the expansion of exhibition and meeting space. The proposed Phase III will be After exploring a variety of options on both sides physically connected to the existing Convention of US 59, future expansion is best accommodated Center at both the concourse and upper floor lev- on the four city blocks immediately south of the ex- els with no impact to east-west traffic on Polk Street.