Round Rock Unveils New Tourism Brand

ROUND ROCK, Texas — The City of Round Rock Sports Management and Tourism Department unveiled a new brand promoting the city as a sports tourist destination and a destination for business and leisure activities. “Go Round Rock!” is the new tourism brand reflected in the logo and can be used with or without the “Sports Capital of Texas” tagline.

“We’ve grown so much broader, bigger and bolder than our original Sports Capital of Texas brand,” said City of Round Rock Sports Management and Tourism Director Chad McKenzie. “Sports is still the foundation of tourism in Round Rock. Now we have the opportunity to expand because we have a robust offering for meeting and leisure tourism that is reflected in our new brand.”

The new logo emphasizes Round Rock’s roots in sports and uses the same bold red and blue color palette and the star from the old logo.

Major projects are underway in the city to boost the tourism market, including improvements to downtown and the opening of other space in the city. Nutty Brown Amphitheatre is open; a $200 million mixed-use development called The District will soon break ground; and Kalahari Resorts & Conventions will open next year with the nation’s largest indoor waterpark with 200,000 square feet of convention and meeting space, according to McKenzie.

Austin-based Arsenal, led by siblings Jonathan Smith and Anne Marie Scharrer, spearheaded the campaign.

The new tourism logo will be used for tourism outreach and will not replace the current City of Round Rock logo.

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