The Texas A&M University–Corpus Christi Performing Arts Center, a 1,300-seat concert hall opened in 2005, was envisioned as both an academic training ground and a cultural hub for the Coastal Bend region. Over time, operational costs outpaced revenues, and the pandemic further deepened deficits. In 2023, management shifted to the Office of Institutional Advancement, with a mandate to transform the PAC into a more financially sustainable, community-engaged, and student-centered venue. TheatreDNA and Assembly Arts led a comprehensive study, beginning with stakeholder interviews and surveys of students, faculty, staff, and Corpus Christi residents. They assessed market demographics, facility conditions, and historical operational data to identify gaps in programming, policies, and financial structure. Recommendations included a more diverse and inclusive programming model, improved rental strategies, and partnerships with local cultural organizations. A staffing roadmap and pro forma financial model were created, along with policy shifts such as segmented financial reporting, revised rental rates, and expanded concessions. The resulting business and operations plan positions the PAC to transition from a primarily academic venue into a multifaceted cultural hub for campus and community alike. By diversifying content, strengthening revenue streams, and improving operational efficiency, the PAC will enhance student engagement, meet regional cultural needs, and achieve greater financial sustainability, securing its role as a cornerstone of Corpus Christi’s arts ecosystem.