Houston is preparing for one of its largest developments in decades with the expansion of the George R. Brown Convention Center. The new “GRB South Building” is the first phase of a long-term master plan. The goal is to transform Downtown into a walkable convention and entertainment district.
Construction
According to Community Impact, the expansion will add nearly 700,000 square feet. It includes two exhibit halls, a multipurpose hall, an atrium flex hall, and the largest ballroom in Texas. In addition, plans call for retail, restaurants, and a 100,000-square-foot pedestrian plaza linking the Toyota Center, Avenida Plaza, and Discovery Green.
The Texas Department of Licensing and Regulation filing shows construction begins in December 2025 and will finish by May 31, 2028. The state document lists the structural portion at $138 million. Houston First, which manages the convention center, estimates the full cost of this phase to be near $1 billion. When future phases are included, the full master plan represents a two-billion-dollar investment. Construction will proceed while conventions continue to operate.
Location
The George R. Brown Convention Center stands on Avenida De Las Americas in the heart of Downtown. It sits beside Discovery Green, the Toyota Center, and the Marriott Marquis. Together, these sites form the core of Houston’s convention district.
The GRB South project is designed to make this area more walkable. A new central plaza will extend Avenida Plaza toward Discovery Green. Future phases also envision a pedestrian promenade that stretches east to a 30-acre cap park over I-45 and I-69. As a result, Downtown will connect more directly to Houston’s East End and EaDo.
Company / Brand Info
The project is led by Houston First, with design by Populous and development management by Hines. Funding comes from hotel occupancy tax revenue. This was secured through Texas Senate Bill 1057, which allows Houston to keep excess funds for 30 years. In 2024, Houston First reported $112 million in revenue, up 7% from the year before.
The expansion helps Houston compete with other major convention cities. In addition, it is expected to play a role in major events. These include the 2026 FIFA World Cup and the 2028 Republican National Convention.
Site History
The land beneath the GRB was once a dense residential neighborhood. Much of it was cleared in the 1970s during the construction of I-45 and I-69. On this cleared ground, the George R. Brown Convention Center opened in 1987. At that time, it offered 1.15 million square feet of space.
Since then, the GRB has expanded twice. In 2003 it gained new exhibit halls and a direct connection to the Hilton Americas-Houston. A 2013 upgrade improved entrances, retail, and public spaces around Discovery Green. Now, with the GRB South project, the convention center is entering its most ambitious phase yet.