In 1996 the average price for concert tickets was around $25. Today it’s about $130. Talk about sticker shock. Surge pricing (prices increase in real time depending on demand) and resale sites like StubHub can drive prices even higher, which puts seeing their favorite performers live out of reach for a lot of college students. So, in April 2024, Baylor decided to do something about it, introducing the first in a series of affordable concerts at the new Paul and Alejandra Foster Pavilion, home of the Baylor men’s and women’s basketball programs.
According to Jason Cook, Baylor’s vice president of marketing and communications, the goal is to book artists who are trending upward but have not become so popular that their tickets are unaffordable. To that end, the University partnered with Noise New Media, a digital marketing agency based in Nashville that relies on market analysis and student feedback to identify which artists can fill the 6,000-seat venue at prices that are considerably lower than stadium-level performers.
Baylor alumnus and Grammy-nominated Forrest Frank was the headliner at the first public concert at Foster Pavilion in April 2024. Once half of the pop duo Surfaces, the singer, songwriter, and producer shifted his focus to a solo career in Christian music, achieving commercial success in 2024 with his first album, Child of God. Attendees described Frank’s high-energy performance as “incredible” and “electric.” What’s more, the venue itself has been recognized for its acoustics, which were engineered to maximize sound during basketball games but also enhance the live concert experience.
Affordability is an ongoing issue. Tickets to the Forrest Frank concert ranged from $74 to $121, which felt like a stretch for some students, who thought they should have been offered a discount. The University points out that being able to see Billboard Hot 100 artists like Forrest Frank in Waco is a bargain precisely because it eliminates the need to drive to Fort Worth or Dallas where tickets and parking are more expensive and you might have to stay overnight if the concert ends late.
Ticket prices are expected to fluctuate for a variety of reasons, with the most expensive general admission pit tickets costing $121, but there are deals to be found. Baylor offered a limited number of promo tickets to families for Grammy-winner Lauren Daigle’s show as part of Baylor Family Weekend in September 2025. Meanwhile, tickets to see Tucker Wetmore in October 2025, ranged from $39 to $89. Known for blending good, old-fashioned country storytelling with modern melodies, the American singer-songwriter’s star is on the rise (he signed with a major label in 2024), which placed him in the sweet spot for Foster Pavilion.
Noise New Media will play a major role as things move forward, using a combination of data-driven, multi-channel advertising campaigns, video content, and social media to build fan engagement, while increasing ticket sales. What sold Jason Cook on the company was that they do a lot of music festivals around the country, many of which are in cities similar to Waco. According to Noise New Media founder Steve Richo, his company’s role will be to analyze and evaluate Baylor and Waco trends via streaming apps like Spotify and YouTube as well as social media platforms like TikTok and Instagram to determine which performers are a good fit for Foster Pavilion and market ticket prices accordingly.
As part of a three-year exclusive agreement with Foster Pavilion, Noise New Media will be responsible for finding, booking, and promoting talent in order to create engaging experiences for Baylor students, faculty, and staff, as well as the broader Waco community. To get a feel for what type of entertainment they’d like to see at Foster Pavilion, the agency asked for input from students, who, for the most part, requested country and Christian music.
Aside from live music, the concert series at Foster Pavilion is also featuring comedy. In October 2025, legendary comedian and ventriloquist Jeff Dunham took the stage as part of his “Artificial Intelligence” tour. For the 1986 Baylor grad, who had appeared on campus 40 years before, it was a homecoming of sorts, though he was not sure how he fit in after all that time. Acknowledging that he had been asked not to “drop the F-bomb,” he remembered going to the movies at the student union “when they had to bleep things.” Then he introduced an array of familiar characters, including Walter, an elderly man based on two men he met at the Waco Airport hangers while in college.
While Baylor hasn’t finalized its concert schedule for 2026, we do know Texas native and rising country music star Hudson Westbrook will be performing at 8 p.m. on April 24, 2026. A self-taught country music artist from Stephenville, Texas, Westbrook’s unique style blends modern and sentimental elements with infectious melodies. In its first week, his debut song “Take It Slow” generated 1.2 million streams.
The Harlem Globetrotters are bringing their 100 Year Tour to Baylor’s court on February 14. In their centennial tour stop, the Globetrotters will take on their long-time rivals, the Washington Generals.
Aside from its unique riverfront setting, Foster Pavilion has lots to offer that stadiums and arenas just can’t duplicate. The venue was designed so every seat provides a clear view of the stage, which allows for an intimate, more immersive experience. Concert goes have reported feeling like they were right onstage with their favorite performers.
And while optimized for the experience, entertainment at Baylor doesn’t stop at Foster Pavilion. McLane Stadium has welcomed larger artists in the past, including The Boys From Oklahoma tour featuring Cross Canadian Ragweed and Turnpike Troubadors in August 2025, and Parker McCollum in April 2023.
Even smaller venues, like the Mark and Paula Hurd Welcome Center and Waco Hall, have taken on new functions, sometimes welcoming smaller crowds. Comedian John Crist, known for his relatable social media sketches, will take the stage at Waco Hall on April 19, with tickets ranging from $53 to $176.
With a variety of options for seeing live music in Waco, Foster Pavilion is unique. Sure, the Backyard Stage and Grill has been offering live music and dining since 2015, but it’s an outdoor venue. The historic Hippodrome Theater is home to live music, three movie theaters, a diner, and a rooftop bar and patio, but it can only seat 1,000 people. What Foster Pavilion offers is a superior audio and visual experience in a venue that’s large enough to attract top-tier national acts. Now that’s entertainment.
