Branson Convention Center: A shining light on the path to Branson’s future growth

Branson’s convention center is really important to the city’s economy and how it will do in the future. The city owns it, but Legends Global, “The premier partner to the world's greatest live events, venues and brands,” manages it. Angie Teel, from Legends Global, is its General Manager and is responsible for its day-to-day operation.

Teel believes that the convention center’s success, now and in the future, depends on its deep dedication to the overall guest experience. On March 20, 2026, Angie Teel (AT) was interviewed by this reporter for the Branson Globe (BG).

The following reports that interview in a question-and-answer format:

BG: What is the main focus for the convention center this year?

AT: Our goal this year is to focus on the "extra experience" for our guests by bringing some of the glitz, glamour and natural beauty of the Ozarks into the convention center.

BG: Can you give an example of how you are doing that?AT: Yes, for the 2026 Missouri National Archery in the Schools Program (MoNASP) State Archery Championship —which is the second-largest archery tournament in the United States—we activated our courtyard plaza with a chuck wagon barbecue theme and hired local musicians to give everyone a taste of the famous Branson sound.

BG: How many participants and visitors does an event like the archery championship bring in?

AT: We have over 4,200 athletes competing, which brings a total of about 14,000 people to Branson over the course of four days.

BG: What would you estimate the economic impact to Branson’s overall economy of that single event to be?

AT: We estimate this year's event will bring in between $7 and $9 million.

BG: You recently launched a customer service initiative. What is it called?

AT: It is called the "B Branson" program, and we use the scripty "B" from the Branson logo. It represents a commitment not only to our guests but also to our staff, who make a commitment to one another.

BG: What are the core principles behind the B Branson program?

AT: It is based on five main principles: building loyalty, collaborating, leading with passion, driving success and elevating experiences.

BG: Out of those five principles, which one is your favorite?

AT: Leading with passion is definitely my favorite. I can teach anybody how to be a venue manager, but I cannot teach them to love it and have a passion for our guests, our community and all that Branson is.

BG: How does your staff approach working with the event planners who book your facility?

AT: We want to act as a trusted adviser to our guests because nobody knows how to run this building better than we do. By giving them good advice on how things work best in our space, we ensure they have the most successful event possible.

BG: Why is the "collaborating" principle so critical for the convention center's success?AT: We cannot do it on our own. We have to collaborate with our hotel partners, the Chamber, local businesses, and places like Silver Dollar City and Big Cedar to create a product that makes people want to visit and return.

BG: What is the ultimate goal of creating unexpected experiences for your guests?AT: It is all about creating purposeful moments that make Branson incredibly memorable. We want to make sure people keep coming back, making us a must-stop destination for meetings and events rather than just known for family entertainment and leisure tourism.

BG: Speaking of returning, what percentage of your total events are repeat business?AT: It is pretty high, close to 60 or 70%. Many state associations rotate among us, Kansas City and St. Louis every three years. Still, some want to come back three years in a row.

BG: What was the total attendance and economic impact generated by the convention center last year?

AT: Last year, we had just shy of 300,000 people come through the building, which generated $74 million in direct visitor spending for the community.

BG: Based on those numbers, what is the economic value of one person attending an event at the convention center for three days?

AT: Because we count attendance by the number of people who come through the door each day, each daily visit generates an average of $269 in peripheral community spending. If someone is here for a three-day event, they are counted as three people, meaning their total economic impact for those three days is about $807.

BG: What does the convention center need in order to grow?AT: We need more space and a bigger calendar. We are currently at about 60% occupancy, and with the industry standard for full occupancy being 65%, we are pushing the limits and having to flip spaces overnight to stack events.

BG: How does the current layout of the convention center limit your operations?AT: Right now, the facility's layout allows only one conference to be hosted at a time. If we were able to double our space and square footage, we could host multiple events at the same time.

BG: Are there any plans to expand your space?AT: We completed a feasibility study in 2024 that showed our community could support expanding the convention center to almost double its size.

BG: Has the 2024 feasibility study regarding that expansion been presented to city leadership yet?

AT: Yes, a presentation was made to the board of aldermen. They want to do both the convention center expansion and a proposed sports facility, so right now they are laying it all on the table to figure out the plans, timelines and costs to be good stewards of taxpayer dollars.

BG: What else would that proposed expansion require from the community?AT: The expansion would require an additional hotel and complement the new sports facility currently under discussion by the community.

BG: If you had to summarize your team's culture for an article, what is the most important takeaway? 

AT: I want people to know about the B Branson program because it highlights our shared values and our commitment to each other and our guests. It is all about letting that famous Ozark hospitality truly shine.

BG: When discussing the culture of the B Branson program, how does it tie into broader community values like faith, family and flag?AT: They are shared values that allow the famous Ozark hospitality Branson is known for to really shine.