Round Rock, Texas, Goes Beyond Sports

By Belinda Clarke, July 15, 2019

Located less than 30 minutes from the booming tech hub of Austin, the City of Round Rock is expanding it tourism footprint with a rebranding initiative and a variety of new construction projects.

“Go Round Rock!” is the new slogan for visitors, and is part of the of its new tourism brand designed to attract many other types of visitors beyond sports.

The new brand, which was launched in April, reflects the city’s presence as a destination for sports tourists and emergence as a well-rounded destination for business meetings plus leisure activities, referred to in the industry as “bleisure” tourism, according to the announcement.

“We’ve grown so much broader, bigger and bolder than our original Sports Capital of Texas brand,” says City of Round Rock Sports Management and Tourism Director Chad McKenzie. “Sports is still the foundation of tourism in Round Rock. Now we have the opportunity to expand because we have a robust offering for meeting and leisure tourism that is reflected in our new brand.”

New Projects

Famed music venue Nutty Brown Cafe & Amphitheatre is relocating from Southwest Austin to McNeil Park in Round Rock. The new Nutty Brown Cafe & Amphitheatre is scheduled to host its first show in spring 2020 and will include a large outdoor music venue with capacity for 7,000 as well as a two-story restaurant and bar and rooftop deck.

Also, in late 2020, Kalahari Resorts and Conventions will open a new development in Round Rock with 975 hotel rooms and a 200,000-sq.-ft. convention center in November 2020.

The resort will include the largest indoor water park in the country at 223,000 square feet as well as outdoor pools and restaurants and a Tom Foolery’s Adventure Park, which will include 80,000 square feet of rides, a ropes course, climbing walls, an indoor zip line, bowling, laser tag and more than 250 arcade games.

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