The Norris team had converted a theater in Austin and a warehouse in Corpus Christi, but this is the first two-story building that it's undertaken. The soundproofing system and stadium seats make theaters a good choice, Hampton says. "And being part of that Sundance community was very appealing," she stresses.

Hampton says Norris is planning an estimated $2-million renovation once Sundance delivers the white box. Although space planning has just begun, she envisions 10 or 11 meeting rooms in 22,000 sf to 25,000 sf, with the balance of the space as lobbies, offices, restrooms and kitchen.

Campbell says Norris contracts with local restaurants rather than staff its own kitchen. "Now, you're seeing an opportunity for synergy," he says, explaining that too was key to the decision to ask AMC for its space. "It's the greater venue of Sundance Square that's making it so attractive."

The Norris center targets day trippers who don't require hotel rooms and often are attending meetings that, by choice, aren't catered. Campbell admits parking was a concern for the inbound tenant, but it was allotted spaces, as needed, in the immediate area. Sundance Square controls 5,000 parking spaces, including three lots within two blocks of the theater and a 766-space garage right across the street.

Campbell says the Downtown's need for more meeting space also was addressed since several hotels are revamping their spaces and new hotels are on the way. Sundance Square, a destination location for tourists and locals alike, has had a steady stream of meeting space requests for expos, seminars, training and special events "that we can't accommodate in Sundance," Campbell says. "There are a lot of people wrinkling their brows and not fully understanding Norris caters to day trippers. I think it brings an entirely new demographic to the Downtown."