Legends Event Center Keeps Bryan’s Tourism Economy Active in January

While January is historically a slower month for travel and tourism, Legends Event Center is bringing in an array of groups that will keep Bryan busy throughout the month. Sports tournaments and regional events throughout January are driving hotel stays, visitor spending, and weekend activity during a time when occupancy would otherwise dip.

January features several major events at Legends Event Center, including volleyball and wrestling tournaments; these groups are among some of the top drivers of spending in the sports industry. 11 days in January are booked for these tournaments and events at Legends Event Center. These groups directly support local hotels, restaurants, and small businesses.

January events include B/CS Blastoff on January 3 and 4, Texas Nationals January 9 through 11, Tour of Texas Invitational January 16 through 18, SEC Engineering Career Fair January 28 and 29, and Central Texas Challenge January 31 and February 1.

“January is typically one of the quietest months for local economies in regards to tourism,” said John Friebele, Executive Director of Destination Bryan. “Without these events, hotels could see low occupancy rates. Instead, Legends Event Center is hosting groups that are bringing steady demand throughout the month to support hotels, restaurants, and small businesses during a slower season.”

January 2026 is seeing 5 events across 11 days, while January 2025 saw 4 events across 8 days. In 2025, January saw an estimated $2.9 million in economic impact across over 2,000 room nights in Bryan-College Station. With the extra days Legends Event Center has booked for groups in 2026, it is expected that the economic impact will be even greater than in 2025.

The continued success of Legends Event Center reflects the cooperation and support of Legends Event Center, the City of Bryan, and Destination Bryan. Together, these partners support and promote the facility, building a year-round event calendar that strengthens Bryan’s sports tourism.

Through January’s successful schedule and past accomplishments, Legends Event Center is proving that sports tourism is a consistent economic driver for the community. Legends Event Center is a sports and entertainment venue owned by The City of Bryan and managed by The Sports Facilities Companies and located in Travis Bryan Midtown Park in Bryan, TX.

For more information about Legends Event Center, visit bryanlegends.com

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About Legends Event Center

Legends Event Center is part of the major redevelopment of Travis Bryan Midtown Park in Bryan, Texas. As a sports and entertainment center, Legends Event Center is set to promote public health and cultural awareness at the center of the 150-acre world-class master planned park. This master plan will help improve the economic vitality of the area, as Legends Event Center is an exceptional venue for not only Bryan residents, but athletes and other visitors from around the entire country. Legends Event Center is owned by the City of Bryan and managed by The Sports Facilities Companies.

Media Contacts

Destination Bryan
Lina Adams
PR & Communications Coordinator
lina@destinationbryan.com

City of Bryan
Lacey Lively, CPC
Communications & Marketing Director
llively@bryantx.gov

Legends Event Center
Mitchell Isbell
Director of Business Development, Events, & Marketing
mIsbell@bryanlegends.com