Five years after opening, the Heartland Event Center is bringing in big names and even bigger profits.
It's all part of a profitable circle: big numbers to bring in big names which bring in even bigger numbers.
"Success breeds success," Heartland Event Center CEO Hugh Miner said.
He said the money has been counted and shows 2010 and 2011 were both good years for the facility.
"We knew from the very beginning that it would take two or three years to build up the clientele," Miner said.
Building up that customer base is proving profitable for more than just Fonner Park.
More and bigger events aren't just keeping the center in the black. They're also creating a boom for local businesses, especially those on Locust Street close to the event center.
"Everything that's going on really brings a lot of business," Super 8 Desk Manager Jessica Smith said.
"We always see increased business anytime there's a big event: a concert, a Danger game," Texas T-Bone Manager Paul Polansky said. "Anytime there's anything going on there at the fairgrounds is always a benefit for us."
And, as its aged, Heartland has drawn bigger attractions and headliners.
Things like "concerts, trade shows, athletic events," Miner said.
Those businesses have seen the already steady flow of traffic generated by the park's business, increase.
"Just recently they've had a lot more stuff," Smith said. "It's been really busy the last year."
Miner said it can only go up from here.
"It's been a dream come true for the community and as we continue to move forward, there's no reason to not believe that it won't continue to be successful," he said.