Two of Austin’s favorite local organizations are teaming up to celebrate the arts, support the community, and protect the planet. On Thursday, May 22, H-E-B unveiled a new partnership with the Long Center for the Performing Arts as the title sponsor for its 3D-printed outdoor stage and recycling program.
Located on the venue’s Hartman Lawn directly across Riverside Drive from Auditorium Shores, the outdoor amphitheater debuted during SXSW 2023 and has since become a fixture at the Long Center’s outdoor events. On October 17, 2024, the stage served as the iconic backdrop during Willie Nelson’s celebration of Austin City Limits’ 50th anniversary.
Now named the H-E-B stage, the amphitheater sports a flashy new 10-foot-long, illuminated logo for the Texas grocery giant. The name change and logo were unveiled during the fifth annual kickoff of The Drop-In, the Long Center’s free summer concert series.
As a nod to the building’s sustainable origins and to further its efforts to become a more green organization, the aim of the collaboration is to reduce the amount of waste that ends up in landfills. Built in 2008, the Long Center has earned LEED Gold certification thanks to its use of 95 percent recycled materials from the pre-existing Palmer Municipal Auditorium.
In addition to stage naming rights, the partnership makes H-E-B the new title sponsor for all Long Center recycling efforts and seals its commitment to supporting future sustainability initiatives. First, the store plans to increase the number of recycling bins throughout the venue, making it easier for audiences to participate in these ongoing endeavors.
“As we set our sights on the future of Austin and the future of the Long Center, we are proud to announce this renewed and expanded partnership with an iconic Texas brand, H-E-B – a company that shares our commitment to supporting Texas communities and enriching lives through access to the arts, education, and local culture,” said Long Center president and CEO Cory Baker in a press release. “H-E-B has long been a champion of initiatives that bring people together, and their support helps ensure the Long Center remains a vibrant, welcoming space for all Austinites.”
Beyond sustainability, the partnership will support multiple community programs, including The Drop-In, Teresa Lozano Long Community Day, Santa on the Terrace, and BubblePalooza.
“Our collaboration with the Long Center enables many events to be offered at low or no cost to attendees, making high-quality cultural performances and programs available to a diverse audience,” said Rob Pennington, H-E-B’s Senior Director of Marketing. “It is an honor for us to play a small role in something that brings joy and excitement to Austinites, and we look forward to continuing our support for many years to come.”
The Drop-In takes place every Thursday in summer and is open to all ages and dogs. Free ticket RSVPs open every Monday at 10 am at LongCenter.org.