Event center at Dell Diamond

Event center at Dell Diamond

By Christi Covington Tuesday, 18 March 2008

Nolan Ryan family to create entertainment hub near ballpark

Dell Diamond has drawn more than 4.7 million visitors since it opened in 2000. Now the ballpark owners would like to build an even larger attraction.

In the next two years, they envision the land surrounding the minor league field transforming into an entertainment hub with a possible event center and hotel acting as a catalyst to bring restaurants, retail and music.

“I think the multi-use facility is going to change Round Rock as much as Dell Diamond did,” said Reese Ryan, son of Nolan Ryan, whose family co-owns the baseball park. “There are so many events that should go in Williamson County that are in Travis County.”

The concept

During the February Round Rock City Council retreat, Reese’s brother, Reid Ryan, gave a presentation in response to the council’s search for a partner to build an event center.

Council members have expressed frustration that major programs, such as the Williamson County Growth Summit, which draws the community’s leaders and business owners, are held in Travis County because no local space is available for the 1,000 or more attendants.

In 2006, the city hired Economic Research Associates to study what type of event center might meet Round Rock’s needs best. ERA’s presentation in January 2007 indicated that the community could use a large, multi-purpose facility for various types of events.

The council then sent a request for proposals to whoever might be interested in a partnership to make the project happen. So, the Express hired an architect to start conceptual drawings for a 40,000 sq. ft. building, which could seat several thousand depending on the room set-up. Not only would it have space for the banquet-style growth summit, it could also host soccer or hockey tournaments. The event center would also feature breakout meeting rooms.

If a partnership is confirmed soon, Reid thinks the project could be completed in as soon as 18 months.

Nancy Yawn, director of the Round Rock Convention and Visitors Bureau, wholeheartedly supports the concept. With her economic development campaign to promote the city as the amateur Sports Capital of Texas, she said the city has needed an event center for years.

“It is an ideal location and the Ryans are terrific to work with,” she said.

Old Settlers Park’s sports complex behind the Dell Diamond already makes Round Rock attractive for tournaments, but an indoor venue for sports such as cheerleading and wrestling is still needed. That is a gap an event center could fill, she said.

“Everyone is excited that it is a possibility, and that it really, truly could happen,” she said. “The sooner we make it happen, the sooner we can get in business.”

The stipulations

For that partnership to become a reality, Reid said in exchange for the city building the facility and funding some improvements to the ballpark, the Express would donate land northeast of Dell Diamond for a 40,000 to 60,000 sq. ft. event center, as well as take care of all future operational costs.

Reid highlighted the field’s central location between IH 35 and Toll 130 and the public’s existing awareness of the site as ideal advantages for the project. Utilities, parking and land are already in place, he added.

As another asset, Reid mentioned that on the west side of the ballpark, The Salt Lick barbecue restaurant is expected to open this summer, and will be a replica of the popular original restaurant in Driftwood with its open fire pit and casual, log cabin atmosphere.

The Ryans also know from confidential negotiations that a 200-room, full-service hotel will come soon, sitting east of the ballpark. It might become a bigger hotel, if the city builds the event center next door, Reid said. The hotel will be a part of the Diamond Oaks development, another project headed by the Ryans.

Filled with retail, restaurants, some residences and possibly a stage for live music, the development will be east of the baseball field and landscaped with four existing old oak trees.

The Ryans have interested tenants for the development, but until the size of the hotel and the existence of the event center are determined, Reese said they do not plan to move forward with any other agreements. He would like to break ground in 2009.

The next steps

The council directed staff to define the details of the partnership, including funding sources to build the facility. The project is estimated to cost between $10 to $20 million.

The most obvious means to build the event center is increasing the hotel occupancy tax, according to assistant city manager David Kautz, although the staff continues to explore other options. Hotels charge this tax on a per room basis. Round Rock voters could approve the tax increase from 13 to 15 percent as early as November.

Layout of Diamond Oaks Master Plan (opens in a new window)