A booming Texas metro brings a packed portfolio to the meetings table
Following a trend that gained steam throughout the 1990s, the Dallas/Fort Worth Metroplex, which includes the cities of Dallas, Fort Worth, Grapevine, Arlington, Irving, Plano, Frisco, and Mesquite, continues to grow at a blistering pace.
The latest U.S. Census population estimate for the Metroplex, released in January 2005, puts the region's population at more than 6 million, making it the fifth-largest metropolitan area in the U.S. That number is up from the 2000 U.S. Census estimate, which listed the population at about 5.5 million, ranking it the nation's ninth-largest metropolitan area.
Following suit, the business environment is growing, with the Metroplex now claiming 18 Fortune 500 companiesup one from 2004and 21 more in the remainder of the Fortune 1000 list.
Meeting the region's growing demand, developers are pumping billions of dollars into new area projectseverything from residences, hotels and transportation services to entertainment, cultural and culinary options.
Meanwhile, the Dallas/Fort Worth International Airport (DFW) has grown as well. Last year, the airport unveiled the International Terminal D and the Grand Hyatt DFW, connected to the new terminal, as well as the $800 million DFW Skylink system, an automated high-speed rail system that makes it easy to get around the five-terminal airport.
Blessed with a convenient location near the center of the nation and proclaiming to be the world's third-busiest airport in terms of operations, DFW makes it easy to reach the Metroplex, both nationally and internationally. And according to the Dallas CVB, long-range plans call for the DFW Skylink to eventually connect with the Dallas Area Rapid Transit (DART) light rail system, ushering passengers into downtown Dallas and numerous points in between.
The flurry of development is drawing the attention of meeting planners, and not just in the resurgent downtown areas of Dallas and Fort Worth, but also in the burgeoning cities surrounding them. Whether seeking high urban sophistication, a relaxing resort atmosphere or budget-conscious facilities with plenty of amenities, planners are likely to find what they are looking for somewhere in the DFW Metroplex.
Dallas"Big D" is bigger than ever, especially for the group market.
"We have made some significant progress and the organization is headed in the right direction," says Phillip Jones, CEO of the Dallas CVB. "We made our booking goal last year and reclaimed the No. 1 position as a convention destination in Texas.
"We have several billion dollars of new development in the city," he continues. "We actually have 19 cranes operating throughout the city right now."
The developments taking shape throughout the city are helping several different neighborhoods evolve into individual destinations unto themselves, complete with their own hotel inventory and dining and entertainment scenes.
On the hotel front, the city's approximately 6,500 hotel rooms represent a healthy mix of upscale, traditional brand and boutique properties. Within the next two years several more major properties are scheduled to debut, including a W hotel and a Hotel Indigo in downtown Dallas, a Ritz-Carlton in the city's Uptown district and a Hotel Palomar in the Park Cities area. Future hotel announcements are currently in discussion, including a proposed 1,000-room Marriott property that would be attached to the Dallas Convention Center.
The convention center is located downtown and completed a major renovation and expansion in late 2002 to offer nearly 767,000 square feet of contiguous exhibit space, including a 203,000-square-foot, column-free exhibit hall, as well as a 9,800-person theater, two ballrooms and more than 100 meeting rooms.
Meanwhile, the shopping, dining and nightlife scene in Dallas is expanding and reflecting more luster than the high times of J.R. Ewing and the Dallas television series.
"Dallas is known for its sense of urban sophistication, and you are seeing that evolve with the new development of restaurants and hotels and shopping," Jones notes.
Visitors and residents alike have several entertainment districts in which to indulge, including downtown, West End, Deep Ellum, West Village, Lower Greenville, Upper Greenville, and the tony Uptown district. Most of these districts are connected via DART light rail, which began service in the mid-90s and has been rapidly expanding ever since, or the city's historic M-Line Trolley.
Dallas is also growing its cultural options. Currently graced with institutions such as the Dallas Museum of Art, the Nasher Sculpture Center, the Morton H. Meyerson Symphony Center, and the Crow Collection of Asian Art, the city's Arts District, already considered the largest urban arts district in the nation, recently began constructing the Dallas Center for the Performing Arts. Upon completion of the multifaceted, $275 million performing arts center, scheduled for 2009, Dallas will be the only city in the world to feature four buildings within one contiguous block designed by Pritzker Architecture Prize winners, with creations by I.M. Pei (Meyerson Symphony Center), Renzo Piano (Nasher Sculpture Center), Rem Koolhaas (Dee and Charles Wyly Theatre in the Dallas Center for the Performing Arts), and Norman Foster (Margot and Bill Winspear Opera House in the Dallas Center for the Performing Arts).
Fort WorthLike Dallas, Fort Worth has an impressive collection of museums and other cultural institutions, especially for a city of its size.
Though sporting a population of approximately 600,000, the city features a cultural district with five significant museums, including the Amon Carter Museum, the Fort Worth Museum of Science & History, the National Cowgirl Museum, and the world-renowned collections at the Kimbell Art Museum and the Modern Art Museum of Fort Worth, the latter having moved into a new facility designed by famed architect Tadao Ando in 2002.
"We have attracted a number of cultural groups, such as the American Museum Association, because of the quality of the museums," says Doug Harman, president and CEO of the Fort Worth CVB. "But even for any type of convention, having such outstanding art and having it so closely clustered together is a great asset."
Furthermore, Harman notes that the museums are great venues for off-site events.
Not far from the Cultural District, downtown Fort Worth is alive and well, serving as the centerpiece for meetings and conventions in the city. The Fort Worth Convention Center, which completed a $75 million renovation and expansion project in 2003, is the cornerstone of the city's rejuvenated downtown and features 253,200 square feet of exhibit space, a 13,500-seat arena, 41 meeting rooms, and a 28,000-square-foot ballroom. Surrounding the convention center are safe, walkable streets with plenty of dining and nightlife that, according to Harman, draw more people at night than during the busy work day.
Downtown currently boasts some 2,100 hotel rooms, and that number is set to increase with the opening of a 600-room Omni hotel adjacent to the convention center in 2008.
Downtown is also home to its own cultural facilities, including the phenomenal Bass Performance Hall and the Sid Richardson Collection of Western Art.
"The compact aspect of downtown means people can walk from the convention center to a large inventory of hotels and attractions, so the logistics of downtown are very desirable," Harman says.
Harman adds that there are a number of options for groups outside downtown Fort Worth, including the Doral Tesoro Hotel & Golf Club, with 22,000 square feet of meeting space, and the Dolce-managed American Airlines Training & Conference CenterDFW, which is situated five minutes from DFW International Airport and offers more than 75,000 square feet of meeting space.
Another part of Fort Worth that planners may consider for their group's itinerary is the Fort Worth Stockyards National Historic District, which is steadily expanding its mix of entertainment, attractions and dining, and is home to the legendary Billy Bob's of Texas. Billed as the "World's Largest Honky Tonk," the group-friendly Billy Bob's features concerts by country music's top performers and its own indoor, live bull-riding rodeo.
GrapevineDallas/Fort Worth International Airport, located in Grapevine, is more than a portal visitors pass through on their way to various points throughout the Metroplex.
Located within the airport grounds are the 811-room Hyatt Regency DFW, with 92,000 square feet of function space, and the 298-room Grand Hyatt DFW, with 34,000 square feet of meeting space. Both hotels benefit from the airport's centralized location, making it easy for visitors to explore Dallas, Fort Worth or any other Metroplex area by car.
Beyond the airport, Grapevine is emerging as an easy-to-reach resort destination, complete with natural amenities, such as Lake Grapevine, a growing list of resort hotel properties, a selection of high-end golf courses, a restored historic downtown, and even a burgeoning wine industry.
"We have the convenience of being an airport destination, but it doesn't feel like it," says Mike Kemp, director of sales for the Grapevine CVB. "We are really a historic resort destination that happens to be within five minutes of the airport."
Kemp notes that Grapevine was established in the 1840s, making it one of the oldest towns in North Texas.
"Our historic downtown area has been fully restored with a series of boutique shops, restaurants, pubs with live music, and artisan galleries that are pretty much one-of-a-kind," Kemp says. "We don't have any chain restaurants or stores on Main Street, which is kind of a breath of fresh air for some visitors. Yet, within five minutes of Main Street, we have the Grapevine Mills Mall, which is an upscale outlet shopping center."
In 2004, the Gaylord Texan Resort & Convention Center opened along Lake Grapevine. Featuring 1,511 guest rooms, more than 400,000 square feet of meeting and exhibit space, a 25,000-square-foot spa, and all the entertainment and dining options that come with being a Gaylord property, the resort has helped broaden the city's tourism base significantly.
"Prior to the Gaylord Texan, we were more of a regional destination, but I think with their marketing and our increased marketing here at the CVB we are being discovered more at the national level," Kemp says.
Another property, the 395-room Hilton DFW Lakes Executive Conference Center, also has a resort feel, complete with a private lake and numerous resort activities, while maintaining an IACC-certified conference center with 14,000 square feet of meeting space.
ArlingtonHalfway between Dallas and Fort Worth, the city of Arlington is where much of the Metroplex comes to blow off some steam.
Marketing itself as "Fun Central," the family-friendly destination is home to the very first Six Flags theme park, Six Flags Over Texas, as well as the more recent Six Flags Hurricane Harbor water park. Arlington is also home to Ameriquest Field, home of Major League Baseball's Texas Rangers.
"The Rangers are fantastic about working with our groups," says Diane Brandon, vice president of communications for the Arlington CVB, noting that the stadium offers a number of unique meeting and special event options, including a baseball museum, and groups have long appreciated taking in a game together.
Arlington's reputation as a professional sports town will increase significantly toward the end of the decade when the Dallas Cowboys move into their new home in Arlington in 2009.
"The Dallas Cowboys are one of the top three sports brands in the world, so we are delighted with it," Brandon enthuses.
The Cowboys currently play their home games in the city of Irving, but the citizens of Arlington recently approved a financial package that will pay for part of the development of a modern stadium with a retractable roof.
"Groundbreaking for the stadium is supposed to be this spring," Brandon says. "Right now they are in the process of buying and razing the properties that are on the stadium site, but it has been voted on and is definitely happening."
Despite its nose for all things fun, Arlington also knows how to get down to business. The city's main meeting venue is the Arlington Convention Center, which features a 48,600-square-foot, column-free exhibit hall, a 30,000-square-foot ballroom with a 4,000-square-foot lakeview terrace and 8,500 square feet of additional meeting space.
IrvingDespite the impending move of the Dallas Cowboys to Arlington, the mood is particularly upbeat in Irving. This is not because Irving doesn't love the Cowboysnearly everyone in the Metroplex loves the Cowboysit is because Irving has so much to be thankful for.
Located between Dallas and Fort Worth, approximately 10 minutes from DFW International Airport, Irving has matured into one of the nation's most successful corporate centers outside of a major city. Irving's Las Colinas Business Center alone houses the corporate world headquarters for four Fortune 500 companies. Not surprisingly, Irving draws particularly well from the corporate meetings market.
"Corporate groups are our bread and butter, comprising about 70 percent of all group bookings, with association, SMERF and sporting groups making up the remaining 30 percent," says Diana Pfaff, director of communications for the Irving CVB.
Irving does not offer a convention center, but the city does have the second-largest concentration of hotels in the Metroplex, with 78 properties, including 12 full-service hotels.
The city's largest concentration of meeting space is located within the 421-room Omni Mandalay Hotel at Las Colinas, which offers 31,000 square feet of function space. Other major conference properties include the 361-room Dallas Marriott Las Colinas, with 24,000 square feet of meeting space, and the AAA Five Diamond Four Seasons Resort and Club Dallas Las Colinas, which features 357 guest rooms, 30,000 square feet of meeting space and the only non-member access to the TPC Four Seasons Resort Las Colinas golf course, home to the PGA's annual Byron Nelson Championship.
And while the city kicks around ideas for Texas Stadium after the Cowboys ride out of town (some suggestions include a future convention center), the stadium currently remains a popular venue for off-site events.
PlanoSituated approximately 20 miles north of Dallas, the city of Plano also features a strong corporate presence, and it draws much of its group business from the corporate sector.
The city's main group venue, the Plano Centre, features 86,400 square feet of meeting and function space.
"We are making a concerted effort to make sure that when a convention delegate or corporate traveler comes to Plano, it is easy to do business," says Mark Thompson, CMP, director of the Plano CVB. "Our convention center offers free wireless high-speed Internet, which is not common, and we are really trying to become the concierge to the meeting planner."
According to Thompson, Southfork Ranch, the city's most popular attraction, is making a significant push to attract more groups for meetings and private functions. Made famous as the home of the Ewing clan in the television series Dallas, Southfork Ranch offers more than 63,000 square feet of indoor event space and acre upon acre of sprawling Texas ranchland.
Plano features DART light rail service, a historic downtown, a number of shopping developments, and a selection of hotels with meeting space, including the Dallas/Plano Marriott at Legacy Town Center and the Southfork Hotel, a sister property to Southfork Ranch.
FriscoThe city of Frisco is quickly gaining status among its more-seasoned Metroplex neighbors.
"We are rapidly growing, and not just from a population standpoint," says Marla Roe, executive director of the Frisco CVB.
Last year, the city unveiled the Frisco Conference Center, which, combined with an attached John Q. Hammons Embassy Suites property, offers 330 guest suites and 90,000 square feet of meeting space under one roof. The new hotel and conference center complements the city's existing selection of hotel properties, including the 301-room Westin Stonebriar Resort, which opened five years ago and features 24,000 square feet of meeting space, a Tom Fazio-designed championship golf course and numerous other resort amenities.
According to Roe, Starwood Hotels, parent company of Westin, St. Regis, Sheraton, and several other hotel chains, has taken a keen interest in helping develop Frisco as a destination.
"[Starwood Hotels] is going to add a Sheraton property, breaking ground later in 2006, and then they are going to break ground on a St. Regis hotel in 2007," she says.
Meanwhile, the city is cultivating its reputation as a family-friendly sports town. In 2003, the city unveiled the Dr. Pepper/7up Ballpark, home to Minor League Baseball's Frisco Rough Riders and truly one of the most impressive and inviting stadiums in all of baseball; even the women's restrooms were designed by an interior decorator. And last summer, the city debuted Pizza Hut Park, a 21,000-seat soccer stadium that is home to the Metroplex's popular FC Dallas, a Major League Soccer team.
MesquiteSituated just east of Dallas, the city of Mesquite is best known for its longstanding professional rodeo.
In operation since 1958, the Mesquite Championship Rodeo is now housed in the air-conditioned Resistol Arena and displays superior feats in all manner of rodeo events, including bull riding, saddle and bareback riding, cowgirl barrel racing, and "cowboy poker," wherein four cowboy volunteers, each with $100, are seated at a card table while an angry bull is released into the arena; the last cowboy seated keeps the $400 pot. Though the rodeo's season runs from April through September each year, Judy Skowron, director of the Mesquite CVB, notes the Mesquite Championship Rodeo will entertain requests for a private rodeo throughout the year.
Of course there's more to Mesquite than the rodeo. The city features the Hampton Inn and Suites Dallas/Mesquite Convention Center, a single facility with 160 guest rooms and 56,000 square feet of meeting space, and plenty of shopping and dining options at the ROWS of Texas, which Skowron says offers some 4 million square feet of retail space and more than 100 restaurants.
"We have a lot of fun things in Mesquite," Skowron says. "Plus, our proximity to Dallas makes Mesquite attractive because you can experience all that Dallas offers but stay in a fabulous facility without paying downtown prices."
For More Info
Arlington CVB 817.265.7721 www.arlington.org
Dallas CVB 214.571.1000 www.dallascvb.com
Fort Worth CVB 817.336.8791 www.fortworth.com
Frisco CVB 972.668.6656 www.visitfrisco.com
Grapevine CVB 817.410.3185 www.grapevinetexasusa.com
Irving CVB 972.252.7476 www.irvingtexas.com
Mesquite COC 972.285.0211 www.mesquitechamber.com
Plano CVB 972.422.0296 www.planocvb.com