Design Reflects Contemporary Architecture Rooted in Fort Worth’s Heritage

Rendering of Aerial South View of Fort Worth Convention Center. Photo courtesy of FWCC.

With the $95 million Phase 1 of the Fort Worth Convention Center complete and the ribbon cut in December, Fort Worth is charging ahead with Phase 2 expansion and modernization plans presented to City Council Feb. 3.

At $606 million, Phase 2 will deliver a new, flexible convention building in place of the 1968 arena and modernize the existing building that has not been significantly renovated since the previous expansion in 2003.

A transparent, 4-story structure will feature a central tower at Main and 9^th Streets, reflecting the Tarrant County Courthouse on the north end of Main Street, a plaza with native prairie green space connecting to General Worth Square and terraces for outdoor events with expansive downtown views.

Inside, flexible spaces and Texas-inspired design will enable Fort Worth to host larger conventions or two large events simultaneously. Once complete, the expanded and modernized facility will feature a total of 257,268 square feet of exhibit hall space, 60,917 square feet in meeting room space, 74,033 square feet in ballroom space and 16 loading docks.

“The Phase 2 expansion positions Fort Worth to not only attract more conventions and meetings, but also to deepen engagement with downtown businesses and residents,” said Fort Worth Mayor Mattie Parker. “As a key part of the transformation of the southeast quadrant of downtown, the new center will anchor a hub of economic growth and higher-education partnerships, and its beautiful design will showcase the Modern West brand that has helped make Fort Worth a stand-out destination among our peer cities.”

Response to Research

Previous studies estimated that Fort Worth could nearly double the convention business hosted by the City with an expanded and modernized facility. Those projections have been updated recently to also reflect focus group input from the center’s current and prospective clients and the impacts of Texas A&M’s Fort Worth campus under construction across Commerce Street, downtown residential development and post-pandemic tourism trends.

“Our customers shared their feedback, and we responded,” said Bob Jameson, president and CEO of Visit Fort Worth. “From flexible space configurations that allow for more breakout sessions to ceiling heights required for sports competitions, the expansion and renovation will provide modern amenities and an authentic Texas experience attendees are seeking. Even within the ballroom, guests will immediately feel that they are in Fort Worth, Texas.”

Intentional Design

With Dickies Arena now the premier arena for Fort Worth, the 1968 downtown convention center arena will be demolished in early 2027 for the new building. Mobilization for demolition will begin in summer 2026, with the final event in the arena planned for September 2026. Completion of Phase 2 is scheduled for early 2030 and the center will continue to remain operational during construction

“Our construction partners, exclusive service providers and our City Public Events team successfully navigated conventions and sporting events with very high Net Promoter Scores from clients during Phase 1,” said Mike Crum, director of the City of Fort Worth Public Events Department. “Now that we have 13 new docks, a state-of-the-art catering kitchen and a straightened Commerce Street, operationally we are set to continue exceeding expectations and already are booking business into 2030 and beyond.”

Architectural language that will define the full expansion draws from downtown Fort Worth’s material palette and civic character. Brick, limestone, copper, steel, and patina finishes ground the design in the city’s urban fabric while introducing a contemporary interpretation of “The Modern West.” Interior spaces will feature leather, mesquite wood, blackened metal and exposed structural steel, complemented by warm tones and custom patterns that nod to local culture, including carpet designs and ballroom ceilings inspired by Texas sunsets, cattle brands and the City’s longhorn logo.

Convention Center design is led by Atlanta-based architecture, interior design and planning firm TVS and Fort Worth-based Bennett Partners. The successful Phase 1 Construction Manager at Risk joint venture of AECOMHunt, Byrne Construction and EJ Smith Construction will continue for Phase 2. Project management is overseen by Broaddus & Associates and Elements of Architecture, local companies with deep knowledge of Fort Worth’s character, community partners and City government procedures.

The Fort Worth Convention Center expansion has been shaped through ongoing collaboration with key stakeholders, including Downtown Fort Worth, Inc., the Downtown Design Review Board, and a city advisory committee composed of elected officials, business leaders and community representatives.

San Diego Convention Center Corporation President & Chief Executive Officer Clifford “Rip” Rippetoe, CVE, announced today that he is retiring in 2026 after ten years in the role. His retirement will take place following the selection of a new CEO and a successful transition period.

Under Rippetoe’s leadership, SDCC’s team navigated significant and historic moments, including serving as an emergency shelter during the COVID-19 pandemic, reopening for event activity in 2021, and achieving a series of record-setting years in economic impact. Fiscal year 2025 was among those record years, with events hosted at the San Diego Convention Center generating approximately $38 million in tax revenues for the City of San Diego and an estimated $1.6 billion in regional impact.

Cynthia Sanchez Serrano, CEM, CVP, has been named Director of the City of Fort Worth Public Events Department, leading Phase 2 of the Fort Worth Convention Center’s $701 million expansion and modernization project.

Sanchez Serrano succeeds Mike Crum, who successfully steered the construction of Phase 1 that was delivered in December 2025. He will remain with the City in a part-time advisory capacity for the next several months as Deputy Director, swapping roles with Sanchez Serrano effective February 7^th.

“Mike committed five years to us to lead the convention center expansion and other transformative projects, and due to pandemic delays, stayed an extra year to make sure they were launched,” said Jay Chapa, Fort Worth City Manager. “Cynthia’s 26 years of experience and dedication to our City team, tourism partners and clients will provide steady leadership as we continue with Phase 2 of the center’s transformation and transition management of Will Rogers Memorial Center to the private sector.”

“I’m honored and ready to lead both of these iconic centers into their next exciting chapters,” said Sanchez Serrano. “Our team will remain focused on providing excellent customer service to our clients and guests while delivering a best-in-class venue that showcases Fort Worth’s renowned western heritage and hospitality to visitors and residents alike.”

Sanchez Serrano will continue as General Manager of the convention center until the end of this year. Promoted to Deputy Director in 2025, she previously served as Assistant Director and Operations Manager. With 20 years in Public Events, she earned a Certified in Exhibition Management (CEM) credential from the International Association of Exhibitions and Events and a Certified Venue Professional (CVP) from the International Association of Venue Managers. She holds a Master of Science in Advertising and Public Relations from Texas Christian University, a Bachelor of Arts in Interdisciplinary Studies from the University of Texas at Arlington and completed coursework in Public Administration from Texas Wesleyan University.

After careful review, the Board of Directors has approved a modest dues increase that will go into effect on April 1^st. The new rates will ensure we can continue providing high‑quality programming, member services, and operational support that meets the needs of our growing membership.

Student and Retired members’ dues will remain the same. View the list below for the changes:

We look forward to a year filled with learning, deeper connections, and meeting you where you are. We urge you to continue to invest in your association as we are committed to supporting your needs. The venue industry is unmatched as no other industry creates environments where connection, culture and celebration truly come to life in your unique spaces. IAVM is here for each of you for another one hundred years. Please reach out to membership@iavm.org with any questions.

Membership in IAVM has always been about more than access – it’s about commitment. Commitment to professional growth, to our industry, and to one another. Therefore, we’re excited  to launch iCommit, our member-get-a-member campaign. Last year was a success – we added 245 new members due to your efforts.

Your commitment matters. Your outreach matters. Your voice matters.

iCommit 2026 will be active from February through June. Some points to be sure you are aware of:

• For each new member you refer to IAVM, your name will be entered into a raffle to win one of five $500 gift cards. The more members you recruit, the more chances you have to win.
• Your referral must enter your name as the referral for you to be entered into the raffle.
• Professional and Allied membership applicants may use the promo code “iCommit” when applying to save the $150 initiation fee*. Only dues will be required to activate membership.
• The IAVM Region that adds the most members will choose one recipient to apply for the CVP designation; the $125 application fee will be waived. The Region Director will choose the winning member.

Winners of the iCommit campaign will be announced in the IAVM Newsletter. Contact Membership Services at membership@iavm.org if you have any  questions.

*Some membership types do not have an initiation fee; the dues will not be discounted.