The Credit Union of Texas Event Center is getting a food and hospitality overhaul after the Allen City Council approved two new vendor contracts on Tuesday, Sept. 8.
RS3 Strategic Hospitality will take over all food and beverage operations at the facility and invest $1 million in capital improvements, Community Impact reported.
The upgrades include what city documents describe as a premium lounge focused on whiskey offerings. A separate $510,000 contract with Ambassador Services will cover housekeeping at the venue.
RS3 operates more than 30 event venues in the Dallas-Fort Worth area, according to Allen Community Development Corp. Executive Director Jason Cooley, who presented both contracts to the council.
The changes are overdue, Cooley told council members.
"We know that there are some opportunities that we are missing out on currently with the current structure that we have," he said.
Cooley said the upgrades should help attract repeat customers and a level of premium service the facility has not offered before.
Financial projections from his presentation show RS3 earning $533,000 in revenue and $137,000 in profit sharing over the initial three-year term, totaling $670,000. The city holds options to renew for two additional one-year terms.
Under the deal, RS3 receives 4% of gross revenue plus 5% of net profit after expenses.
The company's client list includes the Texas Rangers, Dallas Stars and Circuit of the Americas, according to the company's website.
The $510,000 housekeeping contract is fully funded in the city's new $380 million Fiscal Year 2026-27 budget, which the council also approved Sept. 8.
Cooley said the city does not expect to spend the full amount because it can seek reimbursement from the Texas Event Trust Fund for multi-day events.
The upgrades are expected to be in place in 2027.
The contracts come as the Event Center prepares for a packed fall schedule. The League of Legends World Championship runs Oct. 23 through Nov. 8, occupying the venue for 22 consecutive days. Allen is the first city in the tournament's history to host the Swiss Stage, Quarterfinals and Semifinals at a single venue, according to the city's announcement. Previous tournaments have generated an estimated $53 million in economic impact across North American host cities.
The Collin County Fall Home & Garden Show runs Friday, Sept. 18, through Sunday, Sept. 20, and the Allen Americans host the Kansas City Mavericks on Nov. 20.
