The Extraco Events Center, home of the Heart O’ Texas Fair & Rodeo, is the center of entertainment in Central Texas. In the early 1950s, McLennan County voters elected to put $1.2 million towards a new entertainment and agricultural venue, culminating in the construction of the iconic Coliseum and surrounding grounds in 1953. Today, its mission to produce events for education, entertainment and agricultural experiences while giving back through youth scholarships has had a positive outcome for Central Texans. The premier facilities host over 225 events with an attendance of 420,000 and a $40 million economic impact annually.
In 2020, the Heart O' Texas Fair & Rodeo celebrated its 68th anniversary! Over the past 67 years, the Fair & Rodeo has offered Central Texas a place to come and support the community while enjoying the sights, sounds and smells that make the Heart O' Texas Fair & Rodeo what it is!
In August 2010, officials announced that Extraco Banks signed a long-term naming rights deal, officially changing the name of the grounds to the Extraco Events Center. “Extraco Banks has a long history of being a great community partner for the Heart O’ Texas Fair Complex,” said Wes Allison, President and CEO of the new Extraco Events Center. “We’re thrilled to partner with a locally owned community bank in this historic endeavor." This new naming rights deal follows the June announcement of a master plan for the grounds, which includes expanded hard surface parking lots, equestrian facility extension, a new larger exposition hall to replace the two halls and a hotel site. “Part of Extraco’s mission is to touch the lives of our friends and neighbors in our communities,” added James Geeslin, Vice Chairman of Extraco Banks. “What better way to live that mission than through the sponsorship of McLennan County’s premier entertainment and agricultural venue?”