A dazzling hotel and convention center draws new visitors (and dollars) to Allen.
When the first guest checked in to the Delta by Marriott Dallas Allen and Watters Creek Convention Center on January 15, they weren’t just booking a room. They were ushering in a new era of Allen tourism.
“It changes the entire landscape,” says Karen Cromwell, director of the Allen Convention & Visitors Bureau (CVB).
For years, the CVB was forced to turn away planners eager to host their conventions, conferences and sporting events in Allen.
“We just didn’t have the types of spaces that would meet their needs,” explains Cromwell.
Not so anymore. Within weeks of Delta’s grand opening, the CVB orchestrated Allen’s first citywide convention: the Texas Association of Future Educators’ (TAFE) Teach Tomorrow Summit. The four-day event brought 2,500 junior and senior high school students along with 250 Texas educators from across the state and blocked hotel rooms at seven hotels across the city. By the time the last bus pulled away, the group had spent approximately $400,000 on local restaurants, shops and services.
“It’s no longer ‘we can’t do this’ but ‘how can we do this,’” says Cromwell. “Now that we’ve expanded our creative boundaries, we’re able to market Allen as a planner’s dream come true.”
The influx of visitors doesn’t just boost local merchants. It also drives employment, supporting 1,000 tourism-related jobs in Allen alone. In addition, it generates a tax base to offset the burden of homeowners while funding beloved community features such as parks, public art and cultural programs.
“Allen offers so many amenities you don’t typically see in a community our size,” says Cromwell. “Now with a space like the Delta, that impact will only grow.”
Would you like to bring your next professional conference, convention or sports tournament to Allen? Reach out to the Allen Convention and Visitors Bureau at 214.509.4670 to help us woo your group!