The city of Houston and Houston First Corporation have released details of a transformational master plan—GRB Houston South—to reconnect the city’s East End with downtown, creating a vibrant, walkable convention and entertainment district planned to be unlike anyplace else in the nation.
Phase one incorporates a 700,000-sf expansion of the George R. Brown Convention Center (GRB) that will provide access to the Toyota Center via a new 100,000-sf pedestrian plaza. This development will serve as a connection point to future phases of the convention district plan that will redefine downtown’s eastern edge, linking the area’s major facilities and amenities with new public spaces. The expansion will include:
- Two exhibition halls, totaling 150,000 sf
- A 50,000-sf multipurpose hall with doors that open to the new Central Plaza, offering unique flexible indoor/outdoor space
- Atrium flex hall totaling 25,000 sf
- 225,000 sf of contiguous exhibit space
- The largest ballroom in Texas, a 60,000-80,000-sf space boasting panoramic views of downtown
- Dedicated ground-level spaces for retail and restaurants
- A striking central atrium providing each level with natural light
A southward extension of the convention center’s outdoor Avenida Plaza will connect Discovery Green—a 12-acre urban park—to the new Central Plaza, anchoring multiple blocks of pedestrian-focused streetscape to support large-scale events and community activations.
Design elements are inspired by Houston’s bayous and native prairie landscape, featuring natural tones, warm wood accents and vegetation throughout. The building incorporates low-carbon materials, high-efficiency building systems with rainwater collection and water-reduction strategies, and native landscaping in a new expansive living roof, with potential solar integration. These efforts will reduce the building’s environmental footprint, enhance the city’s resilience and create an inclusive gathering space for generations of Houstonians.
GRB Houston South is scheduled to open in May 2028. Future construction will be managed in phases to ensure the GRB remains operational throughout the process, with no interruption to scheduled shows or events. The full campus transformation is anticipated to be complete by 2038.
“This project is truly transformative for downtown Houston, a lasting legacy that will solidify our position as a top-tier convention and entertainment destination,” said Mayor John Whitmire in a media announcement. “Most importantly, we are creating a space that will build community, foster connection, and shape the future of Houston.”
You May Also Be Interested In…
Houston Hit Convention Sales Record in 2024
