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.
Although our destination venues are still navigating the pandemic’s impact, it is evident that there is a strong demand for experiences in Sugar Land. All of our destination venues have seen an increased attendance percentage ranging from 79% to 138% from prior year figures, and although there is room to regain attendance count that either meets or exceeds pre-pandemic figures, Sugar Land’s destination venues are set to progress forward.
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 24,526 and 15,186 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.