Next week, Baylor University’s Foster Pavilion will host its first comedy act, part of a broader effort to bring more non-athletic events to campus venues.
The arena opened in January 2024 with the goal of diversifying its use beyond basketball. In April, Christian artist Forrest Frank performed the pavilion’s first concert. On Sept. 12, thousands of fans filled the arena for a show by Grammy Award-winning singer Lauren Daigle.
Baylor Vice President for Marketing and Communications Jason Cook said those events helped raise the school’s profile in the live entertainment industry.
“That immediately put Baylor on the map from the music standpoint, and like anything else in the world, networks start to happen and that’s led to even more concerts,” Cook said.
Cook said Foster Pavilion’s size — 5,700 for concerts — fills a gap between large arenas along Interstate 35 and smaller independent venues in Austin and Dallas. Its sightlines and intimacy, he said, appeal to performers as well as audiences.
“It has a little bit of something for all different kinds of performers,” Cook said.
Baylor is aiming to attract both up-and-coming artists and established names.
The pavilion was built in partnership with the city of Waco, which will have designated community days at the venue, though no plans have been finalized.
City officials say the concerts are already boosting the local economy. Cook said shows at Foster Pavilion and McLane Stadium have driven spikes in hotel occupancy rates.
“Bringing these types of events have proven to spur economic development and provide us an opportunity to show what Waco has to offer,” he said.
Assistant Destination Development Officer Hanna Anderson said those spikes also provide funding for tourism incentives.
“Some of that will go to incentives that we can use to bring in conventions and other large groups that just continue to feed this tourism economy,” Anderson said.
She added that large venues attracting 5,700 to 40,000 fans, many from within driving distance, give the city an opportunity to highlight other attractions.
“Waco is not just a stop on I-35, there is so much to do here,” Anderson said. “If you come for the concert, we want you to go to the zoo too.”
Anderson hopes those visits encourage repeat trips.
“We are not just a stop on the journey. We are the destination,” she said.
Cook said the expansion of live entertainment is helping to reshape Waco’s image.
“Live music is a tried and true entertainment choice that people have and it signifies there’s something happening in this community,” he said.
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