Event Attendance Selected Destination Venues
Strong Local Economy
Status Indicators: Proceeding as Anticipated | Monitoring Progress | Reviewing for Improvement | Information Unavailable
Proceeding as Anticipated
Reviewing for Improvement
Please note that Q1, Q2, Q3, and Q4 refer to the first, second, third, and fourth quarters of the Fiscal Year. The City’s Fiscal Year runs from October 1st – September 30th and is denoted by FY. CY denotes Calendar Year.
2019 was another record setting year for event attendance with more than one million concert-baseball-event-goers. Due to the numerous special events including the relocated Halloween Town and a new New Year’s Eve celebration, in conjunction with another chance at the championship trophy, Constellation Field brought in 530,496 attendees this past year. Showcasing its versatility, Constellation Field was also home to the self-proclaimed largest Filipino festival in Houston as well as the Lebanese Festival.
Smart Financial Centre at Sugar Land continued its strong performance in Calendar Year 2019 with 117 shows and paid attendance totaling 349,321. In its short existence of three years, Smart Financial Centre has not only brought in more than one million fans to watch some of their music, comedy and Broadway idols, but also has garnered top rank listing in the world by Pollstar – a global concert industry firm - for theatre venues under 10,000 seats.
Both the Houston Museum of Science at Sugar Land and Sugar Land Town Square saw some changes in their infrastructure this past year. With the addition of the access bridge over the Stephen F. Austin Bob Pack fountain in Town Square, more than 88,000 people experienced the beating heart of Sugar Land through its various family concerts, movies and performances.
Due to the growth of events such as Halloween Town, International Festival (IFest) and New Year’s Eve, they had to be relocated to other city destination venues. This has led to attendance growth in these other destination venues (Constellation Field and The Crown Festival Park), however has led to a 12% decrease in attendance at Sugar Land Town Square (SLTS) between CY2018 and CY2019.
The Houston Museum of Natural Science at Sugar Land also renovated its exhibits with the addition of the $300,000 SALT exhibit this past year. Welcoming more than 105,000 museum goers in 2019, HMNS at SL is anticipated to see excitement in 2020.
Event attendance includes the number of estimated attendees at the following Selected Destination Venues: Smart Financial Centre at Sugar Land, Constellation Field, Sugar Land Town Square Plaza, and the Houston Museum of Natural Science at Sugar Land. Attendance is calculated by management estimates, ticket sales, or a combination of the two methods.
For 2018 results, Sugar Land Town Square Plaza and Houston Museum of Natural Science at Sugar Land were moved to Calendar Year (January to December) reporting frequencies; to reflect the same frequency as Smart Financial Centre at Sugar Land and Constellation Field. All four destination venues are now on the Calendar Year reporting frequency.
The target for this measure will be comprised of three components:
- The Smart Financial Centre has a target of 260,000 attendees in year one—this includes attendance for both paid and community events.
- Constellation Field has a combined target of 308,500 attendees for both baseball and other special events.
- The targets for the Houston Museum of Natural Science and events at Sugar Land Town Square are set at an improvement from the previous period. Therefore their targets will be 95,000 and 109,526 respectively.
Attendance at Select Destination Venues in the City of Sugar Land indicates the draw of economic, social, and cultural activity resulting from investment in the venues.