Plano wants to be a destination to hear Texas country music.
"I think it will get us back on the map," said Michelle Burdeaux, venue supervisor for Plano Stages.
Burdeaux is referring to the Courtyard Texas Music Series -- a new monthly event bringing singer-songwriter country artists to perform at East Plano's Courtyard Theater.
This week, country artist and songwriter Radney Foster will kick off the series, which are set to run through November.
Ticket sales have been strong. According to Burdeaux, few seats remain for Thursday's performance and April's show is already seeing demand.
The city is also working with KHYI-FM The Range radio station to attract performers.
Through the partnership, it hopes to build a strong live music destination in downtown Plano.
"People are used to going to Greenville Avenue or Deep Ellum or to the Stockyards, but Plano has a cool vibe that's really been developing over the past few years," said Joshua Jones, station general manager.
One of the concert series' selling points is its small venue, which organizers describe as "intimate."
The Courtyard Theater, housed in a building once used as a school gymnasium, can only hold about 324 guests.
"It gives a different platform than you can really see them anywhere else in the Metroplex," said Burdeaux.
The city of Plano hopes to break even on the project -- meaning it doesn't want to spend tax payer money on the concerts.
Season tickets are also available.