San Antonio, January 9, 2026

Lori Houston, the former Assistant City Manager of San Antonio, is set to lead the CE Group, a renowned marketing and event-planning firm, effective February 2026. Houston’s extensive career of over 23 years with the city included impactful urban development initiatives and support for affordable housing. This transition signifies an important shift from public service to private enterprise for Houston, who aims to inject innovative strategies into the CE Group. As she prepares to take over, questions loom about the future of ongoing projects like Project Marvel, a proposed sports district in the city.

Lori Houston Shifts Gears: Acquiring CE Group in San Antonio

A New Chapter for a Local Leader and Marketing Firm

San Antonio, Texas – Lori Houston, the former Assistant City Manager of San Antonio, is preparing to take the helm of the CE Group, a prominent local marketing and event-planning firm, starting February 2026. This strategic acquisition follows Houston’s impressive 23-year career with the city, where she oversaw significant development projects and aimed to improve the local community through various initiatives.

In her extensive career, Houston was pivotal in some of San Antonio’s key urban development projects including the San Antonio River Improvements Project and the Museum Reach segment, which helped to revitalize the downtown area. Faced with economic challenges in maintaining affordable housing, she facilitated the creation of over 12,000 affordable multi-family housing units, showcasing her commitment to community wellbeing.

Transition from Public Service to Private Enterprise

Houston’s plans to acquire the CE Group highlight a noteworthy transition from public service to private enterprise. The CE Group, co-founded in 1990 by Janet Holliday, has established itself as a significant player in the region’s marketing and event planning arena. Houston’s experience in urban planning and development is expected to bring valuable insights and a fresh perspective to the company, fostering innovative strategies as she steps into this executive role.

Implications for Project Marvel

Her departure from city service raises important questions about the future of Project Marvel, a proposed sports and entertainment district centered around a new San Antonio Spurs arena at Hemisfair Park. Houston’s leadership has been instrumental in shepherding this project thus far. The ongoing success of this initiative may depend on the next steps taken by the relevant stakeholders, as the city seeks to capitalize on its growth potential.

The Role of CE Group in San Antonio’s Economic Landscape

The CE Group has been a vital contributor to the local business environment and cultural events in San Antonio. With Holliday remaining as President and CEO until August 1, 2026, the transition appears to be well-planned, allowing for continuity in operations while Houston prepares to assume leadership. This kind of leadership change often brings new opportunities for innovation and growth, crucial for maintaining competitiveness in the ever-evolving marketing landscape.

Supporting Small Business and Entrepreneurship

The growth trajectories of figures like Houston and firms like CE Group emphasize the importance of entrepreneurship and local leadership in driving San Antonio’s economy. With reduced red tape and supportive community initiatives, local entrepreneurs are better positioned to thrive and innovate. Houston’s expertise in both public and private sectors could provide valuable lessons for aspiring business owners in the community.

Looking Ahead: Opportunities for Expansion

As Houston prepares for her new role, the potential for expanding CE Group’s capabilities and services seems promising. By leveraging her experience, it is likely that she will seek to enhance brand strategies and foster collaborative projects within the community, thereby ensuring sustained economic growth and job creation in the San Antonio area.

Conclusion

Lori Houston’s impending acquisition of the CE Group marks an exciting new chapter for both her career and for a well-established local business. The integration of experienced leadership into small businesses like the CE Group not only paves the way for innovation but can also breathe new life into the economic landscape of San Antonio. As the community anticipates these developments, support for local businesses remains vital for fostering a robust and resilient economy.

Frequently Asked Questions

Who is Lori Houston?

Lori Houston is the former Assistant City Manager of San Antonio, Texas, who retired in September 2025 after a 23-year tenure with the city. She was instrumental in downtown development projects and led the creation of over 12,000 affordable multi-family housing units.

What is Project Marvel?

Project Marvel is a proposed downtown sports and entertainment district in San Antonio, centered around a new San Antonio Spurs arena at Hemisfair Park. Lori Houston played a key role in its development.

Who is Janet Holliday?

Janet Holliday is the co-founder and President and CEO of the CE Group, a San Antonio-based marketing and event-planning firm established in 1990. She will continue in her role until August 1, 2026, after which she will transition to an advisory position.

What is the CE Group?

The CE Group is a marketing and event-planning firm based in San Antonio, Texas, founded in 1990 by Janet Holliday. The firm has been a significant player in the local marketing and event-planning industry.

What is Lori Houston’s new role?

Lori Houston is set to acquire the CE Group in February 2026, marking a new chapter in her professional journey after retiring from city service in September 2025.

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Author: STAFF HERE SAN ANTONIO WRITER

The SAN ANTONIO STAFF WRITER represents the experienced team at HERESanAntonio.com, your go-to source for actionable local news and information in San Antonio, Bexar County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Fiesta San Antonio, San Antonio Stock Show & Rodeo, and Dia de los Muertos. Our coverage extends to key organizations like the Greater San Antonio Chamber of Commerce and United Way of San Antonio and Bexar County, plus leading businesses in retail, insurance, and energy that power the local economy such as H-E-B, USAA, and Valero Energy. As part of the broader HERE network, including HEREAustinTX.com, HERECollegeStation.com, HEREDallas.com, and HEREHouston.com, we provide comprehensive, credible insights into Texas's dynamic landscape.