Baylor Partners with Noise New Media to Bring Live Entertainment Events to Foster Pavilion
Partnership strengthens community ties, enhances live entertainment opportunities for Waco and Central Texas

Fans enjoying the Paul and Alejandra Pavilion at Baylor University soon will experience concerts and other live event experiences through the University's partnership with Nashville-based Noise New Media. (Robert Rogers/Baylor University)
Contact: Lori Fogleman, 254-709-5959
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Baylor University has engaged Nashville-based entertainment and digital marketing agency Noise New Media LLC to elevate the University’s concert programming and live event experiences at the Paul and Alejandra Foster Pavilion and other campus venues.
Home to the Baylor men’s and women’s basketball programs, Foster Pavilion hosted its first basketball games in January 2024. The new 7,000-seat venue officially became available in November 2024 for non-basketball events and external bookings.
Noise New Media, under a three-year exclusive contract with the University, will lead strategic event booking, marketing and consulting efforts for Foster Pavilion. The agency will work with the University to attract top-tier entertainment talent across music, comedy, artistic performances and non-NCAA-sponsored sports events, with the goal of enriching experiences for Baylor students, faculty and staff, and the citizens of Waco and Central Texas.
“Foster Pavilion is officially open for business as we look to bring a variety of events to this wonderful facility on the banks of the Brazos River,” said Baylor Vice President Jason Cook, whose responsibilities encompass the University’s external affairs and institutional events operations. “We are grateful to the City of Waco for its generous contribution to Foster Pavilion and for partnering with Baylor in our vision to create a new entertainment and dining hub along the river for downtown and the entire Waco community.”
Founded in 2008 on Nashville’s Music Row, Noise New Media drives more than 11 million ticket sales annually for concert and entertainment events across the country.
“We’re incredibly excited to partner with Baylor University to bring premier entertainment experiences to the Foster Pavilion,” said Steve Richo, co-founder of Noise New Media. “Waco’s strategic location between Dallas-Fort Worth and Austin, combined with the Pavilion’s state-of-the-art facilities, positions it as a perfect destination for top-tier events. We’re eager to begin announcing an exciting lineup and creating memorable experiences that will captivate Baylor students, the Waco community and visitors from across Central Texas.”
Under Baylor’s agreement with the City of Waco, which contributed to the construction of the $212.6 million pavilion, the University will host at least 10 “performance” events at Foster Pavilion over the next two years, which are described as ticketed entertainment events that are open to the public in the areas of music, theater, comedy or non-Baylor sports competitions. Baylor also is required to host at least 10 “university events” annually that are described as University-produced fine arts shows, performances or other events for the benefit of Baylor students and/or alumni as well as the Waco community.
In addition to these economic and entertainment benefits developed by Baylor, the City of Waco receives at least 25 days per year to host “community events” at Foster Pavilion. These events may be held in conjunction with the city, McLennan County, McLennan Community College, Greater Waco Sports Commission or local school districts and may include graduations, student fine arts performances or athletics-related competitions or other events.
Noise New Media also will assist Baylor in securing entertainment performances at other campus venues and other programmatic activities.
ABOUT BAYLOR UNIVERSITY
Baylor University is a private Christian University and a nationally ranked Research 1 institution. The University provides a vibrant campus community for more than 20,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 100 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. Learn more about Baylor University at www.baylor.edu.
ABOUT NOISE NEW MEDIA
Noise New Media, established in 2008 and based in Nashville, Tennessee, is a digital marketing agency specializing in strategies to drive tickets sales for 50+ large-scale events and entertainers. Noise’s vast experience in event marketing has effectively increased ticket revenue and engaged audiences through proven targeting techniques.
Noise New Media’s services encompass comprehensive digital marketing campaigns, including social media advertising, email marketing and creative content development. Their strategic approach ensures live events effectively reach and engage their target audiences, driving successful event promotions and brand growth.