Abilene Convention Center Annual Report 2025

Dear Abilene Friends and Neighbors,

This past year has been one of meaningful progress and renewed momentum at the Abilene Convention Center. Serving my hometown in this role is an incredible privilege, and I’m proud of the strides our team has made to create a place where our community gathers and where guests from near and far experience the genuine warmth, hospitality, and spirit that define Abilene, Texas.

In 2025, we celebrated 55 years of gathering, honoring the rich history of events, memories, and milestones created within these walls. At the same time, we made important investments to enhance the guest experience, including new seating, a state-ofthe-art soundboard in the auditorium, and the launch of in-house hospitality services and concessions, allowing event planners to have expanded options and experience for every guest who walks through our doors.

We launched the REAL Impact Service Program this year, reinforcing our commitment to service and the spirit of hospitality that defines Abilene. This valuesdriven initiative guides how our team serves guests and one another, ensuring every visit is welcoming, safe, and memorable.

Over the past year, the Convention Center remained a hub of activity and connection, hosting 177 total events, including 137 returning gatherings and 40 new events, while securing three new bids that will bring future opportunities to our city. Broadway in the Big Country continues to grow, and we welcomed thousands of guests, selling nearly 43,000 box office tickets to bring the energy of live performances to Abilene’s Cultural District.

These successes are made possible by the partnerships and support of our community. Together, we generated more than $1.37 million in gross event income and over $1.05 million in net event income, reflecting the enduring strength and value of gathering in Abilene.

As we look ahead, our focus remains clear – to continue to enhance guests’ experience, attract exceptional events, and ensure the Convention Center remains a place the Big Country is proud to call its own. Whether you’re attending a performance, celebrating a milestone, or visiting Abilene for the first time, you’ll always find a warm welcome here.

Thank you for your continued support and for helping make the Abilene Convention Center a place where memories are made and visitors become friends.

Tiffany Nichols General Manager

Financial Overview Visitors

• Celebrated 55 Years of Gathering

• New Banquet Chairs

• Launched In-house Bars and Concessions

• Grew Broadway Subscribers

• Implemented REAL Impact Service Program

• New Soundboard in the Auditorium

• Partnership with 83 Entertainment (Backstage & In-House)

We conducted surveys for every event hosted at our venue to gather feedback on the overall experience:

• Overall Experience Rating:

98% of respondents rated their experience as “Excellent” or “Very Good” when asked, “How would you evaluate your overall experience with the venue, from the point you inquired about hosting your event to today?”

• Auditorium Experience:

85% of respondents rated their experience as “Excellent” or “Very Good” when asked, “Overall, how was your experience at the venue?” This was a 1% increase over the previous year.

• In-the-Moment Survey:

80% of attendees rated their overall experience as “Excellent” or “Very Good” after scanning the QR code available at the venue during events. Survey

Staff:

2025 Events:

ABILENE CONVENTION CENTER

• Abilene High School Football Banquet

• Texas Gun & Knife Show x5

• New Hope Church 25th Anniversary

• Hendrick Home for Children Dancing with the Abilene Stars

• Abilene Wine Festival

• From Flower to Glass

• West Texas Rehab Telethon

• MLK Banquet

• Ben E. Keith Food Show

• Paradigm Training

• Wylie High School Winter Formal

• Jim Ned High School Winter Formal

• A.L. Helmcamp 2025 Safety Meeting

• Junior League of Abilene General Membership Meeting

• Claudie C. Royals Banquet

• Rescue the Animals Fur Ball

• City of Abilene Electricians Continuing Education

• Abilene Police Department Testing

• MET Wedding Expo

Baptist General Convention of Texas Annual Meeting

• Energy Transfer Train the Trainer

• Hargrove Crop Insurance Customer Appreciation

• Christian Business Women’s Network Expo

• Roller Derby x5

• Abilene Police Department Polygraph Exams

• City of Abilene - Fallen Hero Memorial Plaza Dedication Ceremony

• Abilene Chamber of Commerce Business Expo

• Big Country Vintage Swap Meet

• Center for Contemporary Arts – Art, Brunch, and Paint Off

• Kiwanis Pancake Day

• SPCAA WIC

• United Way Annual Meeting

• Pioneer Drive Baptist Church Easter Pageant

• Wylie High School Prom

• Pregnancy Resources Life in Bloom

• Oracle Onboarding and Training x20

• Abilene Teachers Federal Credit Union Annual Meeting

• Abilene Chamber of Commerce World’s Largest BBQ

• Big Country Athletic Hall of Fame Banquet

• Abilene Independent School District Head Start Registration

• West Texas County Judges and Commissioners Association Annual Meeting

• Hardin Simmons University Champions Dinner

• First Financial Bank Annual Meeting

• Texas State Technical College Commencements

• Wylie High School Band Banquet

• Central West Texas Regional Water School

• Hardin Simmons University Commencements

• Dance Discovery Recital

• Cisco College Graduation

• Abilene Comic Con

• Light Mission Church Service

• Clyde High School Academic Banquet

• The Scout Guide Abilene Launch Party

• Abilene Fire Department Exam

• Abilene Quilters Guild Quilt Show

• Catholic Diocese of San Angelo

• Abilene Cultural Affairs Council Children’s Art and Literacy Festival (CALF)

• Juneteenth Celebration

• Friends of the Library Book Sale

• Big Brothers Big Sisters Make Your Mark

• Wedding Reception

• Tige Boats

• Texas West Little League Registration

• Women’s Empowerment Conference

• Garageband Woodstock

• Texas Dental Association Mission of Mercy

• Abilene Housing Authority Briefing

• Kulture Con

• Ortiz Sweet 16

• Abilene Independent School District Registration

• AISD Headstart

• Big Country Youth Agriculture Foundation Farm to Table Dinner

• West Texas Rehab Dinner Show

• NWTX Apostolic Assembly District Conference

• City of Abilene – Human Resources Open Enrollment

• Life Line Screening

• Big Country AA Conference

• Oracle Interviews

• Abilene Housing Authority Annual Conference

• West Central Texas Emergency Preparedness

• Dyess Air Force Ball

• Wylie High School Homecoming Dance

• Statewide Quail Symposium

• Abilene Chamber of Commerce Membership Celebration

• Pride Indoor Festival

• Coca-Cola Family Fun Day

• Habitat for Humanity Homecoming

• Anime Sekai

• SPCAA WIC Fall Meeting

• Fashions for the Cure

• Hendrick Health Leadership Development Institute

• Noah Project Luncheon

• Abilene Chamber of Commerce Business Mercado

• Dwarfinators

• Love and Care Ministries Annual Revival

• Johnstone Supply HVAC Training

• Big Brothers Big Sisters The Big Cheese

• Valley View Baptist Church 52nd Anniversary

• Abilene High School Homecoming

• Hendrick Health Bunco for Breast Cancer

• LPI Hot Tub Sales

• The Gathering Place Gaming Expo

• Christian Homes Fall Banquet

• West Texas Young Professionals Summit

• Junior League of Abilene Christmas Carousel

• Community Foundation of Abilene Annual Luncheon

• Texas Midwest Community Network (TMCN) Annual Meeting

• Baptist General Convention of Texas Annual Meeting

• Fountaingate Falling Into Christmas

• Workforce Solutions Job Fair

• HEB Feast of Sharing

• Abilene Independent School District Hello High School

• Hawley Winter Formal

• JLL Training x4

• Abilene Independent School District Retirement Luncheon

• Samuel EPC Christmas Party

• Directors Investment Group Christmas Party

ABILENE AUDITORIUM

• Abilene Philharmonic Concert x8

• Mean Girls

• Lita Ford

• Jo Koy

• The Gatlin Brothers

• The Great Gatsby Ballet by the World Ballet Company

• Pretty Woman: The Musical

• Rock Orchestra by Candlelight

• Stephen Fite

• A Taste of Ireland

• Annie

• Theresa Caputo Live! The Experience

• Abilene Performing Arts Company Showcase

• Patty Harper Show

• Elvis – Back in the Building – Musical Production

• Justin Willman

• Joe Bonamassa

• John Crist

• Mrs. Doubtfire

• Patty Harper Once Upon A Christmas Eve Recital

• NUTCRACKER! Magical Christmas Ballet

Food & Beverage:

Growth Through In-House Hospitality

The transition to in-house hospitality strengthened revenue performance, increased per capita spending, and enhanced the guest experience — with full venue-wide impact expected in 2026.

Per Cap Growth:

$8.09

Concessions Snapshot: (POS Numbers)

Totals:

5,962 Beverages Sold

4,860 Food Items Sold

Top Selling Items:

2,209 Soft Drinks

1,982 Water Bottles

957 Candy

Bar Performance Snapshot: (POS Numbers)

Totals:

3,054 Bottles of Beer

2,018 Liquor Pours

1,269 Specialty Cocktails

1,000 Glasses of Wine

Top Sellers:

Michelob Ultra (845) Crown Royal (655) Tito’s Vodka (622)

Catering Partners:

29 Approved Caterers

“In-house hospitality is performing strongly, increasing per capita revenue, and positioning the Convention Center for even greater impact in 2026.”

Community Service Initiatives in 2025

Throughout the year, our team participates in various volunteer activities, finding meaningful ways to give back and celebrate our community.

Mission Thanksgiving

5 team members volunteered a total of two hours each to assist with unloading and organizing donated items.

Santa for Seniors

Each team member volunteered with Home Instead purchasing Christmas gifts for local seniors.

Total

Volunteer

Hours:

contributed by staff in 2025.

Pre-Parade Party at Festival Park

In partnership with DoubleTree, staff hosted a pre-parade event providing 150 free hot chocolates, popcorn, and Broadway in the Big Country ornaments. Santa Claus made a special appearance for photos.

All Kind Animal Initiative

Staff members volunteered with All Kind Animal Initiative by interacting and playing with shelter dogs and cats to provide enrichment and social interaction.

Suzanne Davis:

May 8, 1988 - McMurry (College at that time) held its Spring Commencement in the Auditorium. I was graduating with my Bachelors Degree in Education. In my memory, it was the first time that McMurry had held Commencement there. Before the ceremony, there was an entrance march where graduates lined the outer hallway, where there was a long series of steps leading down to the stage area. Faculty members walked down the steps, congratulating graduates along the way. Our beloved Dr. Thomas Kim was leading that procession, but right as he approached me, he tripped on his robe and was headed for a tumble. I instinctively reached out and grabbed him. He was grateful for the “save” and gave me a big hug.

Jeff Salmon:

When I was a 6th grader at Taylor Elementary our choir was performing at the Civic Center (circa 1979-80) for Texas Governor Bill Clements. Our performance theme was based on comic strip characters and I was playing the role of Beetle Bailey, an army private, and my prop was a WWII rifle provided by one of the dads. Just before our performance I got pulled aside by the Texas Ranger providing security for the Governor, asking about the gun. Who looked it over and said “this is a fully working gun, so I’m going to have to disable it.” He took it apart and gave it back to me. We sang our program in front of the largest audience we had ever performed for and it all went great.

Afterwards the Governor came and shook my hand. I didn’t think it much too about the interaction but it made the newspaper and statewide news the next day.