ClubCorp, which shepherds the upscale 2,300-member Baylor Club at McLane Stadium, will turn its attention to attracting more concerts, community events and private functions to the venue on Lake Brazos as it assumes control of the stadium from the company that has run it since it opened in 2014.

Baylor Club manager Mike Mosel said the stadium has “unlimited potential” that ClubCorp can tap, leveraging its clout and profile in the venue management arena. Having access to the playing surface, parking areas, Touchdown Alley and other nooks and crannies in the 43,000-seat, 5-year-old stadium will give ClubCorp opportunity to innovate, Mosel said.

It will take over from Pennsylvania-based SMG, an international venue management company whose list of clients include the Louisiana Superdome in New Orleans and NRG Stadium and NRG Park in Houston.

Illustrating ClubCorp’s approach, Mosel said, he may arrange for executives meeting in Waco and dining at the club to visit the playing surface after they have finished dessert. They might stroll the grounds, scan the stands, imagine the roar of a game-day crowd. They might even place-kick a few footballs through the looming goalposts. They would have plenty to tell their colleagues back at the home office, and others considering sites for a state or regional business meeting that strays from the routine, Mosel said.

“We’ve done a lot with a 60,000-square-foot box,” said Brandon Millares, ClubCorp regional vice president, referring to the Baylor Club restaurant, hospitality accommodations and co-working space at the stadium.

Now it can turn its attention to thinking outside the box, Millares said.

“We are so proud to partner with Baylor Waco Stadium Authority and Baylor University, and look forward to working closely with them on achieving their goals to maximize the unlimited potential of this exceptional stadium facility as well as the surrounding spaces,” Millares said in a press release.

Formed in 2013, amid preparations to build the on-campus stadium that replaced Floyd Casey Stadium across town, the stadium authority is a city-appointed board whose members provide oversight for non-Baylor events at the stadium, including everything from music festivals to fireworks displays.

Falling into this non-university category have been events including a No Limits Monster Truck show, Battle on the Brazos Dragon Boat Festival, Brazos River Ribfest, the Bowen MusicFest and the Illectric River Music Festival, among others.

Community involvement in McLane Stadium’s development included a $35 million Tax Increment Financing pledge, the largest ever granted.