The Benton Convention Center: Convenience and Excellent Service in Winston-Salem

J. Sinclair

Winston-Salem’s walkable downtown, with its historic landmarks, unique restaurants and vibrant arts district, is more than enough to entice meeting planners to book their events here. Add the multi-faceted Benton Convention Center – or, as the locals call it, “The Benton” – and the draw is irresistible. 

The numbers prove it, too. Since its construction in 1968, the convention center has been generating revenue that benefits the City of Winston-Salem, NC, and its residents. A pause in 2020 halted conventions nationwide during the COVID-19 pandemic, but after a stunning comeback, the facility enjoyed its best year ever in fiscal year 2024–2025, with $8 million in revenue. 

Brittany Butterworth Photography

“That’s a huge rebound,” says Grant Minnix, The Benton’s director of operations. “And it’s a record year for the city.” 

The most significant growth has come since 2017, when a major renovation increased the total event space to 150,000 square feet. 

“One thing that’s most attractive to our attendees and our meeting planners would be that the building is very flexible,” Minnix says. “We took an exhibit hall that used to only be used 25% of the time and now it’s over 60% or 70% of the time. So, it gave us more flexibility in booking the space and also helps us maximize it.” 

Liz Nemeth

That flexibility also allows conference presenters to showcase their products and services – emergency first responder equipment, for example, or a display of motor coaches – in a way that appeals to attendees. 

“It’s important to keep exhibitors happy, and they’re happy when they have attendee traffic and interaction,” says Martha Fraser, director of sales and marketing for the Marriott Winston-Salem and the Benton Convention Center. 

Proximity to Downtown Winston-Salem

Another plus is that meeting planners have one sales point of contact when booking events and one event planner who handles both room-booking at the Marriott and events at the convention center. 

The proximity to the stylish Marriott Winston-Salem offers even more convenience. “On lovely days outside, people enjoy getting out and walk that half a block over,” says Fraser. “And when the weather is a little less pretty, we have a skywalk that connects the two buildings.” 

Liz Nemeth

The Benton often earns kudos for its aesthetics too. Natural light pours in from contemporary windows and skylights. Permanent and rotating exhibits highlight the work of state and local artists. A sawtooth roof and warm hues of orange, yellow and brown give a nod to the city’s tobacco and textile roots. 

When groups hold their events here, they boost the local economy and, in turn, the vitality of the downtown community. Conference participants are so impressed that they often come back on their own, with their families. 

“When our convention visitors arrive in Winston-Salem we want to give them the best experience that we possibly can,” Minnix says. “Our visitors often want to return again and again thanks to Winston-Salem’s hospitality and atmosphere.”