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.
In 2018, over one million attendees enjoyed the various Sugar Land destination venues. Constellation Field welcomed 519,763 attendees to their various baseball games and special events like the professional rugby series, a July 4th celebration, cultural events and Sugar Land Holiday Lights, all of which played a major role in exceeding its target by 211,263 visitors.
Despite the remodeling of the Town Square Plaza, Sugar Land Town Square saw 98,435 attendees participate and enjoy various weekend events that attract all ages. These events include Houstonia Magazine’s 5th Annual Gumbo Smackdown, Sugar Land Superstar, Movies Under the Moon, ART of Wining and Dining, the City’s annual Halloween Town, Zumba, and much more.
Beating their pro-forma figures, Smart Financial Centre welcomed 364,323 paid attendees through their doors, therefore exceeding its target by 104,323. The Smart Financial Centre continues to offer a packed schedule featuring a diverse lineup of performances, while also serving as the venue for the 2018 Fort Bend Independent School District’s graduation ceremonies, which saw over 6,000 take that memorable milestone.
The Houston Museum of Natural Science at Sugar Land saw a total of 100,894 visitors in 2018 – 89,051 visitors came for the museum and 11,843 attended special events. Kids and adults alike learned about the wonder of Earth, frogs and hands-on exhibits or participated in special events like Cookies with Santa, Jingle Tree or Valentine’s Day dinner.
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.