Baylor Concerts Attracts National Touring Artists, New Audiences to Campus, City of Waco
Full slate of live music and entertainment now offered at first-class university venues
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Contact: Shelby Cefaratti-Bertin, 254-327-8012
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In just one year, Baylor University has gone from hosting no major concerts to offering a full slate of live music and entertainment events, firmly placing both Baylor and the City of Waco on the radar of national touring artists.
What began with a sold-out performance by top Christian artist and Baylor graduate Forrest Frank at Paul and Alejandra Foster Pavilion has evolved into one of the most robust university‑led concert programs in the country, driven by strategic relationships, first‑class venues and a commitment to artist and fan experience.
“We started the concert program focusing solely on Foster Pavilion, given our partnership with the City of Waco for the first two years of the facility,” said Jason Cook, vice president for marketing and communications and chief marketing officer at Baylor. “But it has quickly expanded to two concerts at McLane Stadium, Howdy at the Hurd each fall, comedy at Waco Hall and now Magnolia Field at Baylor Ballpark for Willie Nelson.”
Each venue offers something unique, Cook said, with McLane, Foster Pavilion and Magnolia Field – all situated along the banks of the Brazos River – providing flexibility and scenery to attract a wider range of artists and production levels.
Growing momentum
The program’s momentum is clearly reflected in more than 77,000 tickets sold across eight sold-out or near capacity performances, including Christian chart-toppers Frank and Lauren Daigle, the Boys From Oklahoma Texas Encore, comedian Jeff Dunham, B.A. ’86, world-renowned trumpeter Wynton Marsalis, country music stars Tucker Wetmore and Ty Myers and the World Famous Harlem Globetrotters.
Seven more events are planned for 2026, including four exciting concerts in the next two months. In April, comedian John Crist and rising Texas Country music star Hudson Westbrook will take the stage, followed in May by legendary icon Willie Nelson and, just days later, Post Malone and Jelly Roll, who will bring their genre-blending sound to McLane Stadium. Tickets are available for all events, with dynamic pricing, offering the community access to world‑class entertainment.
“I am looking forward to the diversity of artists – several which haven't been announced yet – that we will bring to the Baylor campus through the end of the year,” Cook said. “My favorite band will be here for Family Weekend, so I obviously have that concert circled on my calendar.”
Welcoming new audiences
Beyond entertainment value, the Baylor concert program serves as a gateway for new audiences to experience the University’s campus and culture. Concerts are welcoming first‑time visitors who may not otherwise attend athletics or academic events, creating meaningful touchpoints with families and prospective students.
“My favorite part of working with concerts has been welcoming new people and families into Foster Pavilion and our other venues,” Cook said. “Through our live music and entertainment events, we've been able to introduce Baylor to many people who don't typically go to Baylor basketball games or other athletic events.”
Reflecting on the Forrest Frank concert, Cook noted the great number of young families with kids who attended the concert and had an incredible experience.
“That concert will have a generational impact, particularly as many of those younger attendees may consider Baylor as their college choice,” he said.
Building community and fostering pride
Concerts and live performances also play a critical role in strengthening Baylor’s relationship with alumni, Waco and the broader Central Texas community.
"Live music and entertainment are tangible symbols that a community is alive and vibrant." - Jason Cook
“Live music and entertainment are tangible symbols that a community is alive and vibrant,” Cook said. “We see these concerts as Baylor's gift to the Waco community and Central Texas. We have been able to bring people to the Baylor campus and to Waco who are eating in our restaurants, staying in our hotels and enjoying everything that our community has to offer.”
For Baylor alumni, the concerts have created new reasons to return to campus – bringing generations of Bears back together and fostering pride across the Baylor Family.
“I’m not aware of another university that has such an extensive concert program that is delivering national touring artists consistently all on our own,” Cook said. “At the end of the day, this is a relationship business. We made a commitment to take care of artists and their teams backstage, maintain a consistent booking schedule and deliver an exceptional experience for concertgoers – and people have taken notice.”
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 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.