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  • Writer's pictureJohnson Consulting

America's Center Convention Complex

Updated: Feb 15, 2021


St. Louis, Missouri


  • Market Analysis

  • Benchmark Analysis

  • Lost Business Analysis

  • Demand Projections

  • Program Recommendations

  • Economic Impact Analysis


The St. Louis Convention and Visitors Commission (SLCVC) engaged Johnson Consulting to conduct a study on repositioning the America’s Center Convention Complex if the Ram’s vacate the Edwards Jones Dome, a part of the America’s Center Complex. The objective of the study was to identify the type of spaces that current and past users need to host their event in St. Louis and how the reconfiguration of the Dome and expansion of the exhibition, ballroom, and meeting space could serve to keep existing users and attract additional users.Johnson Consulting recommended the following development strategy for the SLCVC to pursue in optimizing the Convention Center’s performance:

  • Develop a new 60,000 square foot ballroom where an existing parking garage cuts into the Center’s building footprint.

  • Repurpose half of the Dome for an expansion of exhibit space and retain the other half as a general session venue.

  • Add additional docks, back of house space and upgrades to pre-function spaces.

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