Bryan-College Station, Texas, is firing up the smokers and amps to keep its economy humming while the big stadium sits quiet.
With Texas A&M University’s Kyle Field not hosting blockbuster concerts this summer, the twin cities are pinning their hopes on the Troubadour Festival, a barbecue and country music extravaganza, to draw crowds and cash.
Last year, a George Strait show and international soccer match at the stadium brought huge economic gains, and local leaders don’t want a slowdown just because the venue’s gone dark. So they’ve doubled down on meat and music: shutting downtown streets for live bands and hauling in 30 of the state’s top BBQ joints to entice visitors.
It’s a crafty play to turn a potential summer slump into a tourism win. Rather than mope about an empty stadium, Bryan and College Station are creating their own signature event economy – a reminder to every “Music City” that you can cook up prosperity with a bit of brisket and a few guitars (KBTX, May 16, 2025).