Autumn in southwest Texas is a season everyone should enjoy at least once.
The Small Market Meetings Conference moves to that resplendent region in October when delegates gather in El Paso, known appropriately as Sun City and as one of America’s most authentic showcases of Southwestern cuisine, grandeur and hospitality. With a metropolitan area population of nearly 900,000, El Paso may be the state’s sixth largest city, but our Visit El Paso hosts look forward to extending a friendly “small market” welcome to attendees October 6–8, during what is sure to be a gorgeous fall season in the Lone Star State.
“El Paso is where friendliness, rich culture and genuine hospitality meet,” said Brooke Underwood, executive director of Visit El Paso. “For first-time visitors, it’s a city that feels both vibrant and approachable. Our city’s cross-cultural heritage creates an experience that is distinctly Southwestern yet uniquely El Paso. Visitors often arrive curious, then leave inspired and eager to return.”
Home to The University of Texas at El Paso (UTEP) and a doorway to sprawling Big Bend National Park, this Texas favorite is already well known to many professional meeting planners who have brought delegations previously. The 2026 Small Market Meetings Conference is sure to introduce dozens more to the appeal of this proud city that enjoys introducing guests to its numerous museums, theaters, historic neighborhoods, outdoor murals and authentic Mexican traditions.
“We always encourage visitors to experience El Paso beyond the meeting room,” said Underwood. “Our city offers a rare combination of outdoor adventure, performing arts and a nationally recognized culinary scene. For outdoor lovers, Franklin Mountains State Park offers scenic hiking trails with stunning desert views.
“Entertainment enthusiasts can enjoy performances at the beautiful and historic Plaza Theatre or concerts and events at the Abraham Chavez Theatre,” she said. “Visitors also love exploring the El Paso Mission Trail, dining at locally owned restaurants that showcase border flavors, and taking in sunset views along Scenic Drive or Transmountain.”
“When El Paso told us they wanted to host the 2026 conference, we thought about shutting down early to go somewhere and celebrate,” said Small Market Meetings Conference general manager Jennifer Ferguson. “It’s such an iconic part of Texas, and I can tell you that their convention center, convention hotels, walkable downtown and dynamic street appeal are going to make it hard to keep our delegates indoors. Luckily, we know how to handle business first then enjoy the highlights of a great city. That’s exactly what we plan to do in El Paso.”
Key Meeting Venues
Judson F. Williams Convention Center
The El Paso Convention Center is a landmark venue in downtown, just a few minutes from the El Paso International Airport. It features more than 133,000 square feet of total useable space, including 80,000 square feet that are column-free. The center offers three halls and 17 breakout rooms and is across the street or within an easy walk from several convention hotels and two of the city’s best-known theaters. On-site food service options are available for meeting delegates. For many conventions, attendees can step outside to enjoy El Paso’s Southwestern cuisine in time to be back for afternoon sessions.
The Plaza Theatre
El Paso’s elegant Plaza Theatre, built in 1930 and meticulously restored in 2006, holds National Historic Building status and is one of the city’s most revered landmarks. Its 2,000 seats rest beneath a brilliantly lit ceiling and are spread across its orchestra pit, orchestra, mezzanine and balcony sections. The Plaza is within easy walking distance of the El Paso Convention Center, making it a venue that meeting planners should prioritize for a site inspection while in the city.
Abraham Chavez Theatre
The Abraham Chavez Theatre projects an unmistakable aura in downtown El Paso, as its three-story-high, glass-windowed entry illuminates the surrounding area and its sombrero-inspired architecture creates a distinctly Southwestern presence. The theater features 2,500 seats spread across four sections and offers planners state-of-the-art lighting and audio capabilities for their delegates. The theater is adjacent to the convention center, making it a convenient off-site venue for a superb special event.
McKelligon Canyon Amphitheater
For a spectacular reception or event beneath a darkening Texas sky, the McKelligon Canyon Amphitheater offers meeting planners an almost unparallelled opportunity. This 1,500-seat venue in the nearby Franklin Mountains is the perfect place to wow your delegates with a Southwestern sunset or starlit evening. With 57 ADA-accessible seats and an accessible parking lot, this outdoor venue offers everyone in your delegation a chance to enjoy an evening they’ll never forget.
Points of Interest
Cuisine
No trip to El Paso is complete without diving into some of America’s best Southwestern food. Authentic Mexican and its more recent derivative, Tex-Mex, are both staples in many of the city’s favorite eateries. Fans of red or green chiles and enchiladas will not be disappointed, nor will those who insist on discovering the most authentic dishes in any area to which they travel. Due to El Paso’s proximity to Ciudad Juarez, Mexico, delegates can find authentic Mexican fare that highlights mole, fresh salsas and other favorites. A good rule of thumb while you are in El Paso is to forget about your favorite local Mexican restaurant and ask a local where they go for great food.
Outdoor Art
El Paso is a city rich in outdoor art. In one of its best-known historic districts, El Segundo Barrio, numerous murals have been created to depict the city’s vibrant cultural heritage. Visitors can view many of these authentic art forms while walking in El Segundo Barrio and in other El Paso locales. Local artists have visually enhanced office buildings, bridges, warehouses and other downtown surfaces with all types of art that draws on the city’s rich Chicano heritage and other inspirations. The Only in El Paso app offers a great walking tour and street map orientation for delegates who enjoy great public art.
Gardens and Walking Trails
El Paso earns its description as the Sun City due to a bright Southwestern climate that encourages residents and visitors alike to get outdoors. There are numerous scenic areas for hiking or just taking a walk, including favorites like Big Bend National Park, where the striking Chihuahuan Desert stretches beneath and around the Chisos Mountains. Santa Elena Canyon, Franklin Mountains State Park and many other local favorites offer wonderful options for delegates who want to spend an afternoon outside. Noted botanical gardens to see while in El Paso include Chihuahuan Desert Gardens on the UTEP campus, El Paso Municipal Rose Gardens, Feather Lake Wildlife Sanctuary and several more.
El Paso Mission Trail
The El Paso Mission Trail Association preserves and publicizes three historic missions that date as far back as the 16th century and depict generations of life in and around El Paso. These majestic structures address topics including the settlement of the area, Christian missionary efforts, Old West legends like Billy the Kid, and other heritage elements that offer a fascinating glimpse into this colorful region of the United States.
Scenic Drive
For delegates who prefer driving over walking, El Paso’s Scenic Drive is a 2-mile route that many visitors follow to see some of the area’s most stunning landmarks. Scenic Drive offers gorgeous views of the city, the Southwestern landscape and the surrounding mountains. Designed to include some stretches that wind upward into the mountainsides, Scenic Drive includes pullover stops and shows off some of El Paso’s most beautiful homes as well.
Add some fall color to your business this year and register now to attend the 2026 Small Market Meetings Conference in El Paso.
