News Flash

What's Happening...

Posted on: June 26, 2019

Allen Event Center and Courtyard by Marriott Form Exciting New Partnership

Courtyard Marriott

Courtyard by Marriott located in Allen, TX has officially changed its operating name from Courtyard by Marriott Dallas/Allen at the John Q. Hammons Center to Courtyard by Marriott at Allen Event Center. Both Allen Event Center and Courtyard by Marriott are part of The Village at Allen mixed-use development which opened in 2008. When the Courtyard first opened, it was managed by John Q. Hammons Hotel & Resorts, but in 2018 the property became a part of the Atrium Hospitality portfolio. Combined, the facilities offer 82,000+ square feet of conference and event space with 228 hotel rooms.

“The hotel is located just steps away from Allen Event Center, which presents us a unique opportunity to market the facilities as a package and work collaboratively on booking events,” said Nigel Cossey, general manager of Courtyard by Marriott at Allen Event Center. “Late last year we approached Allen Event Center about changing our name to better solidify the business partnership and open the door for new opportunities to attract larger groups who may not have considered us before as individual options.”

Courtyard’s new name will further extend brand awareness for tourism in Allen by attracting business that may require space in both facilities.

 “A recent example of an event utilizing both properties was the Overwatch League Homestand Weekend esports event held at the end of April,” said Bill Herman, general manager at Allen Event Center. “The event attracted more than 9,000 fans over two days and Courtyard as well as several other Allen hotels were completely sold out, resulting in an estimated economic impact of more than $2 million.”

Courtyard and Allen Event Center are easily accessible off of Stacy Road at U.S. Highway 75 and are uniquely situated to offer a variety of walkable amenities. 

“Allen Event Center partnering with Courtyard by Marriott, an international brand, is a statement to the quality of our space and success of programming,” said David Angeles, assistant director, City of Allen Parks and Recreation Department that manages the facility for the City of Allen. “This pairing is a big step forward in the marketability of both facilities and we know planners will be impressed with the layout of the facilities, superior finishes, and proximity to entertainment.”

Increasing awareness of these properties, as well as the overall walkability of the area, serves to further enhance the destination for meetings or events of any size.

“Not only are Courtyard and Allen Event Center located just steps away from each other, but both properties are conveniently located in The Village at Allen, a one-million square feet mixed-use shopping and dining destination,” said Karen Cromwell, director of the Allen Convention and Visitors Bureau. “This truly is the perfect package when it comes to meetings and events. Visitors can park their car, attend a meeting or event, choose from dozens of restaurants and shops within walking distance, stay in a beautiful hotel, then wake up and do it all over again the next day.”

Beyond what can be found at The Village of Allen, the City has an additional 1,000+ hotel rooms with 130,000+ square feet of total meeting space. Visitors can enjoy five million square feet of premier shopping, more than 250 restaurants, and a variety of attraction and entertainment options.

Facebook Twitter Email

Other News in What's Happening...