It didn't take a full season for the $60 million Allen Eagle Stadium to become a destination.
Allen Independent School District officials and city leaders say it was always part of the plan.
"Why don't we make this more than just a football stadium?" Superintendent Ken Helvey said. "From the standpoint of revenue, it's still been a substantial win for us -- not only in ticket sales but in an increase in concession stand sales."
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The stadium has inked a five-year deal to host the Texas vs. The Nation game, a February showcase for top college football talent.
The game's chairman and CEO said he became interested when the stadium grew national attention.
"The NFL office had made mention of, 'Hey, we heard about this stadium they're building down in Allen, Texas,'" Kenny Hansmire said.
While Allen said hosting events is not about recouping an investment -- something they say is probably impossible -- there is a trickle-down effect.
"We estimate it's going to bring in about a $4 million economic base to us," Mayor Steve Terrell said.
Terrell said the city is looking for other events for the stadium as well, both in the world of sports and outside of it. But Allen is not actively going after the FCS National Championship Game played in Frisco, which is in the last year of its contract.
"If they choose or approach us, we definitely wouldn't turn them down," he said.