South of the Metroplex, Waco’s meetings brand is getting a major boost from HGTV’s Fixer Upper. Based in the city, the top-rated home remodeling show stars Chip and Joanna Gaines, whose Magnolia Market retail store in downtown Waco has attracted more than 1 million new visitors to the destination in the past year.

“Waco maintains consistent brand appeal among regional associations for its central location, 144,000-square-foot convention center and adjacent hotels,” said Carla Pendergraft, director of marketing for the Waco CVB. “Magnolia Market is icing on the cake. It’s exciting for many of our meeting planners and a draw for their convention attendees.”

According to Pendergraft, Waco’s supply is lagging the new demand. With occupancy rates in the top five for Texas since 2015, several new hotels are on the drawing board for 2018.