HARLINGEN — More than three years after it opened, the Harlingen Convention Center is firing up, becoming the area’s hottest community center while turning a profit.
After the coronavirus pandemic’s restrictions wiped out its bookings for more than a year, the city’s $16.7 centerpiece is rebounding, drawing hundreds with attractions like sporting events as officials project its biggest year.
“They’re projecting a robust year,” City Manager Gabriel Gonzalez said Friday. “It’s definitely turning into a community center, not just for Harlingen but for the Valley. It’s got a wide gamut of events.”
Turning a profit
Earlier this week, Keith Morgan, operator BC Lynd Hospitality’s director of operations, and Javier Segura, the convention center’s general manager, presented city commissioners with their new budget.
For the fiscal year, the convention center’s operators are projecting $1.5 million in revenue, with $1.29 million in expenditures, Gonzalez stated.
Last year, the convention center exceeded its $1 million budget by $305,355, Seguna told city commissioners during a meeting Wednesday.
“I’m thinking outside of the box to try to find different ways of making additional revenue,” he said. “Even if we do a double-booking — you know, reset and do it all over again, the same thing — we can make more revenue. But really it’s partnerships with the city of Harlingen and other cities in the surrounding areas that we’re going to be able to generate more revenue for the city of Harlingen.”
Marketing team
Now, a marketing team is working to promote the convention center, Gonzalez said.
“I know you’ve been working really, really hard and I’ve seen all the wonderful events that you’ve been doing at the convention center,” Mayor Norma Sepulveda told Segura during the meeting. “I know that you and your team have been marketing the convention center and I think that you will surpass your numbers in the next year because the word is getting around now that the convention center is available. Moving forward, it seems that you’re booked pretty solid on the weekends.”
Economic impact
Earlier this month, a four-day amateur boxing tournament generated about $30,000 for the convention center and its Hilton Garden Inn while pumping money into the city’s hotels and businesses, Segura told commissioners.
“That’s not to account for about 1,000 rooms spread throughout the city, so every hotel benefited, which is really the purpose of our convention center,” he said, referring to the Sugar Bert Boxing National Tournament Series event’s trickle-down effect. “Sometimes we might not make money but the purpose is for the city to make money and all the small business owners to get a little cut.”
During discussion, Sepulveda said the area shared the event’s economic impact.
“All the surrounding hotels — they all benefited and that’s what we want,” she said. “It was a phenomenal event and maybe we can work on helping on that end of the marketing. I know that you did a great job with the marketing. The city of Harlingen pushed it as well.”
Community center
Meanwhile, officials are counting on more events like the boxing tournament that drew 420 amateur boxers.
“We hope this is the first of many for this particular genre of sports,” Gonzalez said during an interview.
Officials are counting on a big month.
From Nov. 9 to 13, the convention center will hold the annual Rio Grande Valley Birding Festival, the city’s biggest tourist draw.
Then on Nov. 19, the center is planning to hold the South Texas WrestleFest.
Across the area, the convention center is turning into a vibrant community center, Gonzalez said.
“It’s everything from weddings, parties and quinceaneras to corporate events,” he said.
Background
In May 2019, city officials opened the convention center after years of planning.
So far, last year was its biggest year.
“When they created the proforma, it wasn’t scheduled to make a profit for the first few years,” Gonzalez said. “Just like any start-up, most aren’t projected to make any money the first few years.”
During the 2020-2021 fiscal year, amid the pandemic’s height, the convention center generated $488,150 while posting a $234,772 deficit.
In November 2020, BC Lynd opened its $25 million, five-story Hilton Garden Inn, allowing the convention center to draw business from the city’s biggest upscale hotel.
“The fact it’s connected to a hotel helps market the convention center,” Gonzalez said. “It’s the only convention center south of San Marcos tied to a hotel.”
