El Paso’s Plaza Theatre is officially punching way above its weight. The downtown movie palace just logged one of the biggest years anywhere for a venue its size, landing among the world’s top small-capacity stages and, by Billboard’s count, the highest-grossing theatre in all of Texas. A packed run of touring Broadway shows, concerts and comedy pumped multi‑millions through the box office and pulled in crowds from across the Borderland, giving the city another concrete win for its downtown revival and cultural tourism push.
Billboard ranking and the numbers
In its Year In Touring roundup, Billboard slots the Plaza Theatre among the top 25 venues worldwide in the 2,500-or-less capacity category. The trade outlet reports the theatre brought in roughly $6.5 million in grosses, about 102,000 attendees and 78 shows during the Oct. 1, 2023–Sept 30, 2024 eligibility window.
“This achievement is a testament to the momentum of El Paso’s arts and entertainment scene,” Jose Garcia, president and CEO of Destination El Paso, said to KISS El Paso. Garcia called the ranking proof that the Plaza is “not just a local icon; it’s a global contender,” and credited a steady slate of Broadway runs, comedy and live music for driving the results.
A restored movie palace is pulling big crowds
The Plaza is a National Historic Building that opened in 1930 and was restored to its original atmospheric-theatre style in 2006. Its main Kendall Kidd Performance Hall seats roughly 2,000, and the property also includes a 200-seat Philanthropy Theatre plus event spaces, according to El Paso Live. That mix of capacity, history and modern amenities makes the venue an appealing stop for touring producers and promoters who want an intimate setup with full-service capabilities.
Why the ranking matters
Billboard Boxscore charts are built from figures that artists, promoters and venues report, and the year-end lists cover shows logged between Oct. 1, 2023 and Sept. 30, 2024, a window that favors venues that consistently land national or Broadway tours. Billboard notes that reporting is voluntary, but local leaders say the placement still highlights El Paso’s expanding cultural tourism. That momentum is showing up elsewhere, too: downtown’s WinterFest was recently named a top U.S. holiday market by Newsweek readers, a recognition reported locally by KVIA.
What’s next at the Plaza
El Paso Live lists a busy holiday calendar and a full Broadway season stretching into 2026, with seasonal productions and headlining concerts that routinely draw cross-border audiences. Organizers say that a steady flow of shows should help the theatre keep its streak going into next year, according to the venue’s event listings.
For a theatre that weathered decades of decline before a major restoration, landing among Billboard’s top small venues, along with the title of Texas' highest-grossing theatre for the reporting year, feels like validation for promoters, city officials and audiences who have been packing the seats. The Plaza’s run serves as a reminder that landmark stages still matter and that some of the biggest nights can unfold in smaller cities.
